Vehicle Display Tracking for Ad Timing and Location Measurement
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Solution Overview
Problem
The variability in arrival times of vehicles at target advertisement delivery locations, such as buses or taxis, affects the timing of advertisement displays, making it difficult to assess the effectiveness of digital advertisements based on display time and position.
Innovation Solution
A display system that includes a display control unit to show content based on vehicle position and identification information, and an acquisition unit to gather data on display time and position using terminal devices, allowing for the analysis of advertisement effectiveness.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of manufacture
If advertisement is displayed on digital medium with changing display details, then cost is decreased and display flexibility is improved, but it becomes difficult to ascertain advertisement effectiveness
Solution Approach 1:
The system implements feedback by capturing identification information (such as QR codes or barcodes) displayed on the digital advertisement medium using terminal devices. This feedback mechanism allows the system to track and measure advertisement effectiveness by collecting data on viewer interactions, thereby resolving the difficulty in ascertaining effectiveness while maintaining the cost benefits of digital media
Solution Approach 2:
The system introduces an intermediary mechanism in the form of identification information and terminal devices that mediate between the digital advertisement display and effectiveness measurement. This intermediary layer enables precise tracking of advertisement performance without requiring changes to the core digital display system, thus maintaining cost efficiency while enabling measurement
2Adaptability or versatility
If advertisement display timing is updated based on vehicle arrival at target place, then local relevance is improved, but display timing becomes variable and effectiveness assessment becomes difficult
Solution Approach 1:
The system performs preliminary action by recording and storing identification information that includes timestamp and location data at the moment of advertisement display. This preliminary recording ensures that even though display timing varies based on vehicle arrival, the exact timing and location information is preserved for later effectiveness analysis
Solution Approach 2:
The system uses feedback by capturing identification information from terminal devices that includes metadata about display timing and location. This feedback loop allows the system to maintain adaptability to local conditions while simultaneously collecting precise data for effectiveness measurement
3Adaptability or versatility
If vehicle operates without fixed time-table (e.g., taxi), then service flexibility is improved, but advertisement display timing becomes highly variable
Solution Approach 1:
The system performs preliminary action by embedding timestamp information in the identification data when the advertisement is displayed. This allows the system to accommodate highly variable display timing in flexible service scenarios while still capturing accurate duration and timing data for effectiveness assessment
Data Source
AI summary
A display system includes a display control unit configured to display content based on a position of a vehicle along with identification information including information for identifying at least one of a time at which the content has been displayed and a position at which the content has been displayed on one or more display units on the vehicle. The display system further includes an acquisition unit configured to acquire at least one of the time at which the content has been displayed and the position at which the content has been displayed from the identification information acquired by a terminal device after the identification information displayed on the display unit has been acquired using a camera of the terminal device.