In-Store Ad Delivery via Segmented Location Data
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Solution Overview
Problem
Existing advertising systems for mobile devices do not effectively tailor advertisements to users based on their current interests or expected behavior, despite advancements in location-based targeting.
Innovation Solution
A method that allows users to query product availability and location on their mobile device, providing a map with suggested paths to the product, and delivers targeted advertisements based on the user's proximity to the product's location within a store, using a combination of low- and high-granularity location information and wireless communication networks.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If complete product list and high-granularity location information is sent to the device when user enters the store, then the user can locate products with high precision, but the information transmission time and data volume increase significantly
Solution Approach 1:
The patent segments location information into two granularity levels: low-granularity (store-level) and high-granularity (aisle/shelf-level). The system initially transmits only low-granularity information to minimize data volume, then dynamically provides high-granularity information only when the user approaches relevant areas or queries specific products, thereby resolving the contradiction between precision and transmission time.
Solution Approach 2:
The system performs preliminary action by sending low-granularity location information and store maps to the user's device before they enter the store. This allows users to prepare their product search lists in advance, reducing the need for real-time high-granularity information transmission during their shopping trip.
2Measurement precision
If high-granularity product-location information is sent to the device, then the map detail and product location precision improve, but the data volume transmitted increases
Solution Approach 1:
The patent applies local quality by providing high-granularity location information locally and selectively - only for specific aisles or product categories that are relevant to the user's current location or search queries. Instead of transmitting complete high-granularity data for the entire store, the system dynamically determines which local areas require detailed information, thereby maintaining precision while minimizing data volume.
3Reliability
If the system delivers targeted advertisements based on user location and product interest, then advertising effectiveness improves, but the system complexity increases
Solution Approach 1:
The patent introduces an intermediary advertising server that handles the complex tasks of analyzing user location, product interest, and advertisement selection. This intermediary component processes the sophisticated logic required for targeted advertising delivery, thereby improving advertising effectiveness while isolating the complexity from the user's mobile device and the core product location system.
Data Source
AI summary
A method of delivering promotional content to a navigation application in a mobile device is provided. Knowledge of user interest inferred from a query and expected future location is used to render an advertisement in the navigation application. The advertisement is selected based on a location associated with a query received at the mobile device. In one design, advertisements are selected and rendered in a product-navigation application in a mobile device, which is used to determine the location of a product-choice. The advertisement for a promoted product is preferably rendered such that it represents the actual physical location of the promoted product in the store.