Sensor-Based Display Device for Contextual Ad Targeting
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Solution Overview
Problem
Consumers are overwhelmed with irrelevant advertisements on wireless communication devices, leading to disengagement, as existing technologies fail to effectively target consumers in a manner that captures their attention and relevance to their context.
Innovation Solution
A display device equipped with sensors and a processing unit that detects user presence, demographics, and context to tailor and orient advertising content in real-time, allowing for personalized and interactive experiences, even in environments like food courts or shopping centers.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If consumers are exposed to hundreds of different advertisements on wireless communication devices, then the quantity of advertisements increases, but consumer engagement and relevance decrease
Solution Approach 1:
The patent applies local quality by displaying different advertisements to different consumers based on their specific characteristics (demographics, location, context). Instead of uniform mass advertising, the system tailors content locally to each user's profile and situation, making advertisements more relevant and engaging while maintaining high quantity of ad delivery
Solution Approach 2:
The system changes multiple parameters including consumer demographics, location data, contextual information, and device type to dynamically select and customize advertisements. This multi-parameter approach allows the system to deliver hundreds of advertisements while maintaining relevance by adjusting content based on real-time parameter variations
2Quantity of substance
If consumers are inundated with irrelevant advertisements, then the quantity of information increases, but consumer attention and involvement decrease
Solution Approach 1:
The system uses feedback from sensors (location, demographics, context detection) to continuously adjust and optimize advertisement content. By monitoring consumer responses and contextual changes, the system refines its targeting algorithm to maintain consumer attention while delivering high volumes of relevant information
Solution Approach 2:
The system performs preliminary actions by pre-analyzing consumer profiles, locations, and contextual data before displaying advertisements. This advance preparation ensures that only relevant advertisements are selected and customized, preventing information overload while maintaining high engagement levels
3Device complexity
If advertisements are displayed without considering user context and demographics, then device complexity is reduced, but advertisement relevance and targeting precision decrease
Solution Approach 1:
The patent implements universality by creating a multi-functional system that handles diverse tasks (demographic detection, location tracking, context analysis, ad selection, customization) within a single integrated platform. This universal approach achieves high targeting precision without proportionally increasing device complexity, as the system performs multiple functions through coordinated sensor and processing unit operations
Data Source
AI summary
A display device (1) includes a screen (3), at least one sensor, and a processing unit (6) configured to manage content displayed on the screen (3) based on information received from the at least one sensor. The device (1) is configured to detect the presence of one or more user in the vicinity of the device (1) and display content, such as advertisements, on the screen based on information received from the sensors. A plurality of display devices may be interconnected to form a composite display system. The device/system may further use sensors to determine information/advertising content relevant to the demographic of the user(s).