Neuro-response Ad Placement System for Audience Priming

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Solution Overview

Problem

Conventional systems for content selection and meta-tagging of advertisement breaks are limited by their reliance on demographic and statistical data, prone to semantic, syntactic, metaphorical, and interpretive errors, and fail to measure inherent message resonance and priming levels for products and services, leading to inaccurate and repetitive targeting of audiences.

Innovation Solution

A system that evaluates stimulus materials using neuro-behavioral and neuro-physiological responses, including EEG, fMRI, GSR, and eye tracking, to determine resonance and priming levels, blending multiple datasets and modalities to intelligently select and meta-tag advertising content for optimal placement based on temporal and spatial locations.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Measurement precision

If conventional systems use demographic and statistical data for content selection, then the system complexity is low, but the measurement precision and reliability are insufficient due to semantic, syntactic, metaphorical, and interpretive errors

Engineering Contradiction:

Improveaccuracy of audience targetingVSAvoidsystem complexity

Core Design Contradiction:

Measurement precisionVSDevice complexity

Solution Approach 1:

The patent replaces conventional demographic and statistical data analysis with neuro-behavioral and neuro-physiological measurements. Specifically, it uses EEG (electroencephalography), fMRI (functional magnetic resonance imaging), GSR (galvanic skin response), and eye tracking to directly measure audience resonance and priming levels, eliminating the semantic and interpretive errors inherent in conventional methods.

Inventive Principle:

Principle #28Mechanics substitution (Replace mechanical system)

Solution Approach 2:

The patent introduces an intermediary system that blends multiple datasets and modalities (neuro-behavioral and neuro-physiological responses) to determine resonance and priming levels. This intermediary layer processes complex neural data to generate actionable insights about audience priming for specific products and services.

Inventive Principle:

Principle #24Intermediary (Mediator)

2Reliability

If conventional systems rely on demographic information, then the ease of operation is high, but the ability to identify inherent message resonance and priming levels is lost

Engineering Contradiction:

Improveaccuracy of priming level determinationVSAvoidoperational simplicity

Core Design Contradiction:

ReliabilityVSEase of operation

Solution Approach 1:

The patent replaces simple demographic data collection with sophisticated neuro-behavioral and neuro-physiological measurement systems. These systems directly measure audience resonance and priming levels through EEG, fMRI, GSR, and eye tracking, providing reliable determination of when viewers are primed for specific products or services.

Inventive Principle:

Principle #28Mechanics substitution (Replace mechanical system)

Solution Approach 2:

The patent implements a feedback mechanism where neuro-response measurements are continuously analyzed to determine resonance and priming levels. This feedback loop enables the system to intelligently select and meta-tag advertising content based on real-time audience state, improving the reliability of priming level determination.

Inventive Principle:

Principle #23Feedback

3Productivity

If conventional systems use simple demographic data, then the device complexity is low, but the productivity of advertising slot sales is reduced due to inaccurate targeting

Engineering Contradiction:

Improveefficiency of advertising slot salesVSAvoidcomplexity of measurement system

Core Design Contradiction:

ProductivityVSDevice complexity

Solution Approach 1:

The patent replaces inefficient demographic-based targeting with neuro-behavioral and neuro-physiological measurement systems. By directly measuring audience resonance and priming levels through EEG, fMRI, GSR, and eye tracking, the system dramatically improves the efficiency of advertising slot sales by ensuring ads are shown when viewers are actually primed for relevant products and services.

Inventive Principle:

Principle #28Mechanics substitution (Replace mechanical system)

Solution Approach 2:

The patent changes the fundamental parameters used for audience targeting from demographic statistics to neuro-behavioral and neuro-physiological responses. This parameter change enables precise identification of priming levels and resonance states, directly improving advertising productivity by matching content to actual audience receptivity rather than statistical proxies.

Inventive Principle:

Principle #35Parameter changes

Data Source

PatentUS11610223B2Content based selection and meta tagging of advertisement breaks

Publication Date: 2023.03.21 NIELSEN CONSUMER LLC

AI summary

An example system to identify an advertisement to include in source material to increase an effectiveness of the advertisement includes an analyzer to determine one or more priming characteristics for a plurality of locations of a source material based on neuro-response data collected from a first subject exposed to the source material and a selector to identify an attribute of the advertisement, identify at least one of a temporal attribute or a spatial attribute for the plurality of locations, perform a comparison of the attribute of the advertisement to the at least one of the temporal attribute or the spatial attribute for the plurality of locations, select a first location of the plurality of locations for insertion of the advertisement based on the comparison and the priming characteristics, and transform the source material to include the advertisement at the first location.