Intelligent Signage Personalizing Ads via Proximity Data

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Solution Overview

Problem

Public digital signage struggles to provide relevant and personalized advertisements to individual customers while addressing privacy concerns and optimizing visual presentations for maximum effectiveness.

Innovation Solution

An intelligent signage system that combines location-based research with proximity, point of interest, and indoor location technologies to customize advertisements by using a proximity module, transceiver, offer customization module, and presentation module, which communicate with user devices to provide tailored offers based on user preferences and behavior.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Adaptability or versatility

If public digital signage displays generic advertisements to all viewers, then implementation complexity is low, but advertisement relevance and customer engagement are poor

Engineering Contradiction:

Improveadvertisement relevanceVSAvoidsystem complexity

Core Design Contradiction:

Adaptability or versatilityVSDevice complexity

Solution Approach 1:

The system segments the generic advertising audience into individual user groups based on location data, device identifiers, and behavioral patterns. Each user receives personalized advertising content rather than a single generic message, achieving high adaptability through data segmentation and targeted content delivery.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The system performs preliminary actions by collecting and analyzing user data (location, device info, behavior patterns) before generating personalized advertisements. User profiles are pre-built with preferences and characteristics, enabling rapid customization of ad content without real-time complex processing.

Inventive Principle:

Principle #10Preliminary action

2Productivity

If digital signage collects detailed user data for personalization, then advertisement effectiveness improves, but privacy concerns increase

Engineering Contradiction:

Improvemarketing effectivenessVSAvoidprivacy concerns

Core Design Contradiction:

ProductivityVSObject-affected harmful factors

Solution Approach 1:

The system uses device identifiers and location data as intermediaries to deliver personalized advertisements without directly collecting sensitive personal information. User profiles are created based on observable behavioral patterns and location history rather than personal identifiers, maintaining marketing effectiveness while reducing privacy intrusion.

Inventive Principle:

Principle #24Intermediary (Mediator)

Solution Approach 2:

Users implicitly provide data through their device's location services and app usage patterns. The system analyzes this self-generated data to create profiles and deliver personalized ads, reducing active data collection and enhancing user control over their information.

Inventive Principle:

Principle #25Self-service

3Measurement precision

If digital signage uses multiple sensors and analysis tools to gather audience characteristics, then measurement precision improves, but device complexity increases

Engineering Contradiction:

Improveaudience characterization accuracyVSAvoidsensor system complexity

Core Design Contradiction:

Measurement precisionVSDevice complexity

Solution Approach 1:

The system uses a multi-functional approach where a single transceiver handles multiple tasks: detecting user presence, collecting device identifiers, gathering location data, and analyzing behavioral patterns. This universal component performs what would traditionally require multiple specialized sensors, reducing system complexity while maintaining measurement precision.

Inventive Principle:

Principle #6Universality (Multi-functionality)

Solution Approach 2:

The system replaces physical sensors with software-based analysis of digital signals from mobile devices. Instead of using cameras, microphones, or other physical sensing equipment, the transceiver analyzes data packets from user devices to extract behavioral patterns and characteristics, achieving high measurement precision with minimal hardware.

Inventive Principle:

Principle #28Mechanics substitution (Replace mechanical system)

Data Source

PatentEP2973304B1System and method to provide location-based digital signage services

Publication Date: 2017.07.05 INTEL CORP

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AI summary

Embodiments for providing intelligent location-based signage services are generally described herein. An intelligent signage device may include a proximity module arranged to receive a notification that a personal device is within an area of the intelligent signage device. The signage may also include a transceiver arranged to establish a connection from the intelligent signage device to the personal device and receive user data from the personal device via the connection. An offer-customisation module of the digital signal maybe arranged to determine a set of display options based on the user data, a member of the set of display options correspnding to an offer for a product and a presentation module of the digital signage maybe arranged to display the member of the set of display options on the intelligent signage device.