NFC Tag Ad Delivery System for Retail Timing Precision
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Solution Overview
Problem
Current mobile advertising technologies fail to deliver timely and relevant information to shoppers in retail environments, leading to inefficiencies in promoting consumer package goods and fast-moving consumer goods, with traditional RTB and mobile apps unable to provide precise timing, physical space, and product adjacency selling, resulting in low user utility and high advertising costs.
Innovation Solution
A system and method that uses NFC tags and mobile devices to deliver auction-ranked lists of product deals to shoppers within retail stores, allowing for precise targeting and promotion of products through a scored auction environment, demand-side platform, and supply-side platform, enabling advertisers to bid on targeted shopper audiences and drive action at the point-of-sale.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Extent of automation
If traditional RTB and mobile apps are used for mobile advertising, then advertising reach and automation are improved, but timing precision, physical space targeting, and product adjacency selling capabilities deteriorate
Solution Approach 1:
The patent introduces NFC tags as an intermediary device placed in physical retail environments. These tags act as mediators between the digital advertising system and the physical shopping context, enabling precise location-based ad delivery without compromising automation. The NFC tags store product information and trigger relevant advertisements when shoppers interact with them using mobile devices.
2Quantity of substance
If traditional RTB and mobile apps are used for mobile advertising, then advertising reach is improved, but fraud rate and user annoyance increase
Solution Approach 1:
The system enables shoppers to actively initiate advertising interactions by scanning NFC tags with their mobile devices. This self-service approach reverses the traditional push-model, allowing users to control when and what advertisements they receive. The shopper's active participation naturally filters out fraudulent content and reduces annoyance, as users only engage with ads they explicitly request.
3Adaptability or versatility
If auction-ranked lists are delivered through traditional mobile advertising systems, then advertiser bidding capability is improved, but delivery timing and location precision deteriorate
Solution Approach 1:
The system pre-loads auction-ranked advertisement lists onto NFC tags before shoppers arrive at the retail location. This preliminary action ensures that when a shopper scans a tag, the relevant advertisements are immediately available for instant delivery. The auction ranking is computed in advance based on bidder submissions, eliminating any delay in ad delivery while maintaining the versatility of auction-based advertiser capability.
Data Source
AI summary
A system and method of saving deal offers to be applied at a point-of-sale (POS) of a retail store may include receiving, by a mobile device via a communications network, multiple advertisements inclusive of selectable deal offers of products being sold at the retail store for a user to select. Responsive to a user selecting to view an advertisement of a product on the mobile device, the deal offer of the product to be presented to the POS to be applied to a cost of the product may be automatically stored. Responsive to a check out request at the mobile device, data inclusive of the deal offer to be presented to the POS to apply the deal offer to the cost of the product to which the deal offer is associated may be generated.