Visual Impression Estimation for Exterior Graphic Messaging
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Solution Overview
Problem
Businesses lack a method to quantify the visual impressions of external graphic messaging on vehicles, as existing systems cannot estimate how many consumers view these messages while in transit or parked.
Innovation Solution
A system and method utilizing mobile devices and a server to collect vehicle mobility data, combine it with traffic volume data, and apply an environmental filter to estimate the number of visual impressions, providing actionable insights for advertising and marketing strategies.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If external graphic messaging is placed on vehicles to increase consumer awareness, then advertising reach is improved, but the ability to quantify visual impressions is lost
Solution Approach 1:
The patent introduces mobile devices with applications as intermediaries between vehicles and the quantification system. These mobile devices capture images of external graphic messaging and transmit data to a server, enabling indirect measurement of visual impressions without requiring direct observation infrastructure along road segments.
Solution Approach 2:
The patent replaces physical observation systems with computational imaging and data processing. Instead of using cameras or sensors mounted on infrastructure to directly count viewers, the system uses mobile device applications to capture images and algorithmically determine visual impressions based on image analysis and traffic data correlation.
2Productivity
If message frequency is increased when vehicles are slowed by traffic, then consumer exposure is improved, but the ability to estimate viewer count remains lost
Solution Approach 1:
The patent implements a feedback mechanism where the server analyzes image data from mobile devices, determines visual impressions, and provides this information back to message delivery systems. This feedback loop enables dynamic adjustment of message frequency based on actual viewer estimation, allowing optimization of advertising delivery while maintaining quantification capability.
3Measurement precision
If vehicle mobility data and traffic volume data are collected and processed, then visual impression estimation accuracy is improved, but system complexity increases
Solution Approach 1:
The patent makes mobile devices universal by utilizing existing smartphones or tablets that vehicle occupants already possess. These devices serve multiple functions: capturing images of external graphic messaging, collecting traffic observation data, and communicating with the server. This eliminates the need for dedicated specialized hardware, reducing system complexity while maintaining measurement precision.
Data Source
AI summary
An impression estimation system for estimating visual impressions of a plurality of vehicles configured with exterior graphic messaging. A mobile device application of each of a plurality of mobile devices associated with the plurality of vehicles generates vehicle mobility data. A computational platform includes a processor and program code which, when executed by the processor, causes the processor to, with respect to each vehicle of the plurality of vehicles: (i) identify, using the vehicle mobility data, one or more of the road segments in which the vehicle was present; (ii) estimate, using the traffic volume data, a number of potential visual impressions of the vehicle within the road segments; (iii) determine an estimated number of visual impressions; (iv) generate visual impression information based at least in part upon the estimated number of visual impressions; and (v) cause display of the visual impression information.