Story-Based Multi-Screen Advertising With Unified Responsive Units
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Solution Overview
Problem
Existing digital advertising technologies fail to adapt to users switching between devices, requiring separate campaigns for each device and lacking cohesive storytelling across screens.
Innovation Solution
A responsive advertising system that allows advertisements to dynamically change based on user events and criteria, creating a cohesive story across multiple screens using a unified advertising unit format.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If separate advertising campaigns are managed for each device and screen size, then advertisement targeting precision is improved, but campaign management complexity increases
Solution Approach 1:
The patent merges multiple device-specific advertising campaigns into a single unified responsive advertising unit that automatically adapts to different screen sizes and devices. The system combines desktop, tablet, and mobile advertising into one campaign managed through a single interface, eliminating the need to separately manage multiple campaigns while maintaining precise targeting through responsive design techniques.
Solution Approach 2:
The advertising unit is designed with universal functionality to serve multiple devices and screen sizes simultaneously. A single advertising unit can be displayed across desktops, tablets, and mobile devices with automatic adaptation, making the advertising system multi-functional and eliminating the need for device-specific campaign configurations.
2Stability of the object's composition
If fixed advertisement unit footprints are used for each device, then advertisement display consistency is improved, but adaptability to different screens deteriorates
Solution Approach 1:
The advertising unit employs dynamic resizing and repositioning capabilities that automatically adjust the advertisement's footprint based on the detected screen size and device type. The system dynamically modifies the advertisement dimensions, layout, and positioning to maintain optimal display consistency across varying screen configurations while adapting to each device's specific characteristics.
Solution Approach 2:
The system changes key parameters such as advertisement width, height, and position coordinates based on the target device's screen dimensions. By dynamically adjusting these parameters, the advertising unit maintains display consistency and quality across different devices without requiring fixed footprints for each screen size.
3Reliability
If multiple separate advertising campaigns are created for different devices, then device-specific optimization is improved, but the number of campaigns to manage increases
Solution Approach 1:
The unified advertising system segments the advertisement content into modular responsive elements that can be independently optimized for different devices while being managed as a single campaign. The system divides the advertising unit into adaptable components that automatically configure themselves based on device characteristics, maintaining device-specific optimization without requiring separate campaign management.
4Measurement precision
If advertisements are individually targeted to each device, then advertisement relevance is improved, but the complexity of advertising technology increases
Solution Approach 1:
The advertising unit incorporates self-service responsive design capabilities that automatically detect the user's device type and screen size, then autonomously configure the appropriate advertisement footprint and layout. This self-optimizing behavior maintains high advertisement relevance without requiring complex external management systems or manual configuration for each device.
Data Source
AI summary
A responsive advertising system is described herein that provides an advertising solution for responsive, multi-screen website design. The system allows an advertisement to change based on events, actions of the user, or other criteria that the advertiser specifies, such that the actual content of the advertisement evolves in a kind of story line. If a user first accesses a website with an embedded advertisement on the user's desktop computer, the user may see a first version of the advertisement. If the user accesses the site again from the user's smartphone or other mobile device, then the system can serve a different version of the advertisement. Thus, the system provides an advertisement authoring and serving platform that allows for the creation of a new type of highly responsive advertisement that changes over time and across devices to tell a cohesive story and does so in a unified advertising unit format.