Personalized Digital Signage via Customer Attribute Estimation
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Solution Overview
Problem
Existing digital signage systems in shopping malls fail to effectively guide customers on how to navigate the facility, as they do not provide personalized or relevant content based on the attributes of individuals within their viewing range.
Innovation Solution
A display system that includes a category determination unit to estimate the attributes of individuals within the visible range of a display screen and a display control unit to display a list of content generated according to these attributes, based on viewing tendencies, allowing for personalized and relevant advertisements to be shown.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If generic advertisements are displayed on digital signage, then the display content can be shown to all customers, but the content may not be of interest to specific individuals and does not provide navigation clues
Solution Approach 1:
The system changes the parameter of content selection from generic to personalized based on estimated customer attributes (age, gender, etc.). The display control unit selects content from multiple candidates by matching customer attributes with content attributes, transforming the display approach from one-size-fits-all to customized content delivery.
Solution Approach 2:
The system implements feedback by estimating customer attributes from captured images and using this information to select appropriate content. The attribute estimation results feed into the content selection process, creating a closed-loop system where display content is continuously adapted based on observed customer characteristics.
2Loss of information
If personalized content is displayed based on customer attributes, then customer interest and navigation guidance improve, but the system complexity increases due to attribute estimation requirements
Solution Approach 1:
The system introduces an intermediary attribute estimation process that bridges the gap between generic display and personalized content delivery. By estimating customer attributes as an intermediate step, the system recovers information about customer preferences without requiring direct customer input, enabling personalized content selection through attribute matching.
3Ease of operation
If digital signage displays only advertisements, then advertiser content can be shown, but it does not provide clues for customers on how to navigate the commercial facility
Solution Approach 1:
The system merges navigation information with advertisement content by selecting content that serves dual purposes. The display control unit chooses content that both advertises products/services and provides navigation guidance, combining previously separate functions into a unified content delivery approach that benefits both customers and advertisers.
Data Source
AI summary
A display system includes a category determination unit configured to determine a category on the basis of a result of estimating attributes of a person included in an image captured within a visible range of a display screen of a display device that displays content. The display system also includes a display control unit configured to cause the display device to display a list of the content, which is generated according to the category based on a viewing tendency of the content.