KR20220039872A - Apparatus for providing smart interactive advertisement - Google Patents

Abstract

The present invention relates to an apparatus for providing smart bidirectional advertisements. The apparatus comprises: a public display; an image capturing unit for capturing a person located in front of the public display; a viewer motion analysis unit for identifying a viewer gaze direction from the captured result of the image capturing unit, and confirming whether viewing is effective based on the viewer gaze direction; a viewer type analysis unit for predicting a viewer type by extracting and analyzing viewer appearance characteristics from the captured result of the image capturing unit; an advertisement management unit for storing and managing advertisement information including information on advertisement content, advertisers, marketing target ranges, and advertisement target environments; an advertisement environment monitoring unit for confirming and reporting an advertisement performance environment including at least one of an advertisement location, weather, and time; and a control unit searching for the advertisement information based on at least one of the viewer type and the advertisement performance environment, selecting customized advertisement content, and playing the selected customized advertisement content, but calculating and reporting advertisement fees for each advertisement content based on the effective viewing time when a person is detected. Therefore, maximum advertising effects can be obtained with minimal power consumption.

Description

Apparatus for providing smart interactive advertisement

The present invention relates to a smart interactive advertisement providing apparatus capable of selecting and providing customized advertisement content in consideration of a viewer type only when there is a viewer.

As an advertising method to advertise their products and services to many people, companies set up billboards in places where the public can see them, or attach flyers to walls or means of transportation to appeal to the gaze of passersby or to attract attention. By advertising through a digital information display attached to a secured position, a method of attracting the attention of passers-by from a distance is used.

In recent years, the public display type advertisement service in which advertisements and promotional images of companies or products are provided to an unspecified number of people by installing advertisement facilities such as large display panels in public places with a large floating population is increasing remarkably. This type of advertisement is easier to replace compared to the existing advertisement, which is made by printing a still image and attaching it to a public place.

There is an advantage in that a plurality of advertisements can be provided compared to a space by scheduling and displaying a plurality of advertisements according to time.

This display-type advertisement providing service is developing rapidly along with the rapid development of display panel technology and information and communication technology. Most of them are installed and operated on the circulation of the general public such as banks, convenience stores, discount stores, and shopping malls.

However, the existing display-based advertisement providing service repeatedly displays only advertisement contents stored in advance in the display terminal or repeatedly displays only advertisement contents preset in accordance with a predetermined schedule in a server connected to the display terminal by wire/wireless, thereby providing advertisements to the user. There was a limit in enhancing the advertising effect because it was operated only in a way of unilaterally reproducing the content.

Korean Patent Office Laid-Open Patent Publication No. 10-2004-0018291 (published on March 3, 2004)

Accordingly, in order to solve the above problems, the present invention is to provide a smart interactive advertisement providing apparatus capable of selecting and providing customized advertisement content in consideration of the viewer type only when there is a viewer.

In addition, an object of the present invention is to provide a smart interactive advertisement providing device that enables a more accurate and detailed advertisement provision operation to be performed in consideration of not only the viewer type but also the advertisement performance environment.

In addition, it is intended to provide a smart interactive advertisement providing device that can provide more diverse feedback information to advertisers.

The object of the present invention is not limited to the object mentioned above, and other objects not mentioned will be clearly understood by those of ordinary skill in the art from the description below.

As a means for solving the above problem, according to an embodiment of the present invention a public display; an image capturing unit for photographing a person located in front of the public display; a viewer motion analysis unit for identifying a viewer's gaze direction from the shooting result of the video capturing unit, and confirming whether or not viewing is effective based on the viewer's gaze direction; a viewer type analyzer for predicting a viewer type by extracting and analyzing the viewer appearance characteristics from the shooting result of the image capturing unit; an advertisement management unit for storing and managing advertisement information including information on advertisement contents, advertisers, a target range for marketing, and information on an advertisement target environment; an advertisement environment monitoring unit for confirming and notifying an advertisement performance environment including at least one of an advertisement location, weather, and time; and a control unit that, when a person is detected, searches the advertisement information based on at least one of a viewer type and an advertisement execution environment, selects customized advertisement content, and then plays it, calculating and notifying the advertisement fee for each advertisement content based on the effective viewing time. It provides a smart interactive advertisement providing device comprising a.

The viewer motion analyzer extracts and analyzes head position value, (x,y) and viewer gaze direction (yaw/pitch/roll) information from the RGB image acquired and provided by the RGB camera to identify and notify effective viewing. characterized.

The viewer motion analysis unit is characterized in that it identifies and notifies the effective viewing by identifying and analyzing the gaze direction at the viewer's head position through the head position value obtained and provided by the motion recognition camera and the head rotation quaternion.

The control unit may further include a function of tracking and monitoring a viewer's gaze point while repeatedly providing advertisement content to a plurality of viewers, and then calculating and guiding a gaze ratio for each display element by collecting and statistics on tracking monitoring results.

The control unit further comprises a function of calculating and guiding the effective viewing time for each playback section by tracking and monitoring an effective viewing time change pattern while repeatedly providing advertisement content to a plurality of viewers, collecting and statistically tracking monitoring results do it with

The control unit is characterized in that it further comprises a function of extracting and guiding potential customer types by repeatedly providing advertisement content to a plurality of viewers while tracking and monitoring the effective viewing time for each type of viewer, collecting and statistically tracking monitoring results.

The present invention allows to select and provide customized advertisement content in consideration of the viewer type only when there is a viewer, so that the maximum advertising effect can be generated with the minimum power consumption.

In addition, by performing an advertisement content providing operation that considers not only the viewer type but also the advertisement execution environment, the intention of the advertiser can be reflected more accurately and in detail.

In addition, in addition to providing effective viewing time of advertisement contents, the level of viewer interest by display element/playback section is identified and fed back to advertisers. In particular, through continuous test exposure to customers other than the marketing targets set by the advertiser, advertisers Allows you to discover potential customers you may not have discovered before.

1 is a diagram illustrating an advertisement providing system according to an embodiment of the present invention.
2 is a diagram illustrating a detailed configuration of an apparatus for providing a smart interactive advertisement according to an embodiment of the present invention.
3A and 3B are diagrams for explaining a motion analysis principle according to an embodiment of the present invention.
4 is a view for explaining a method for providing a customized advertisement by a smart interactive advertisement providing apparatus according to an embodiment of the present invention.
5 and 6 are diagrams for explaining an advertisement result feedback method of an apparatus for providing a smart interactive advertisement according to an embodiment of the present invention.
7 is a view for explaining a method of discovering potential customers of the smart interactive advertisement providing apparatus according to an embodiment of the present invention.

The following is merely illustrative of the principles of the invention. Therefore, those skilled in the art will be able to devise various devices that, although not explicitly described or shown herein, embody the principles of the present invention and are included within the spirit and scope of the present invention. Further, it is to be understood that all conditional terms and examples listed herein are, in principle, expressly intended solely for the purpose of enabling the concept of the present invention to be understood, and not limited to the specifically enumerated embodiments and states as such. should be

Moreover, it is to be understood that all detailed description reciting the principles, aspects, and embodiments of the invention, as well as specific embodiments, are intended to cover structural and functional equivalents of such matters. It should also be understood that such equivalents include not only currently known equivalents, but also equivalents developed in the future, i.e., all devices invented to perform the same function, regardless of structure.

Thus, for example, the block diagrams herein are to be understood as representing conceptual views of illustrative circuitry embodying the principles of the present invention. Similarly, all flowcharts, state transition diagrams, pseudo code, etc. may be tangibly embodied on computer-readable media and be understood to represent various processes performed by a computer or processor, whether or not a computer or processor is explicitly shown. should be

1 is a diagram illustrating an advertisement providing system according to an embodiment of the present invention.

Referring to FIG. 1 , the smart advertisement providing system of the present invention may include a plurality of smart interactive advertisement providing apparatuses 100 , at least one advertiser terminal 200 , and an advertisement server 300 distributed and installed in various regions. can

Each of the advertisement providing apparatuses 100 is installed in an area that can be exposed by an unspecified number of people to perform an advertisement content reproduction operation.

In particular, the advertisement providing apparatus 100 according to the present invention detects the types of people in front of the user in real time and then selects and provides customized advertisement content, thereby maximizing the advertisement effect.

In addition, by detecting whether people actually perform a viewing operation in response to the reproduction of advertisement content, the advertisement fee is set only for the effective viewing section, thereby enabling a more reasonable advertisement fee setting operation.

The advertiser terminal 200 is a terminal used and manipulated by advertisers, and the advertiser inputs advertisement information including advertisement content, advertiser, marketing target range, advertisement target environment, etc., or feeds back advertisement performance results, etc. can receive

The advertisement server 300 is a device for mutually interworking the advertisement providing device 100 and the advertiser terminal 200 , for example, by collecting a plurality of advertisement information from the advertiser terminal 200 and providing each of the advertisement providing device 100 . In addition, the advertisement fee calculation results for each advertisement content calculated by each advertisement providing device 100 are collected, and then the payment is requested and processed.

2 is a diagram illustrating a detailed configuration of an apparatus for providing a smart interactive advertisement according to an embodiment of the present invention.

Referring to FIG. 2 , the advertisement providing apparatus 100 of the present invention includes a public display 110 , an image capture unit 120 , a viewer motion analysis unit 130 , a viewer type analysis unit 140 , and an advertisement management unit 150 . , and an advertisement environment monitoring unit 160 and a control unit 170 .

The public display 110 is installed in an area that can be exposed by an unspecified number such as a street, a lobby in a building, an elevator, etc.

The image capturing unit 120 includes at least one of an RGB camera and a motion recognition camera, and acquires and provides an RGB image photographing the front area of the public display through the RGB camera, and provides a public display through the motion recognition camera Obtain and provide the head position value and head rotation quaternion of the person located in front of

In this case, the motion recognition camera can be implemented as a depth camera that can track and provide a quaternion indicating how much the user's face and head are rotated in camera coordinates, such as a Kinect camera, but is not limited thereto. .

The viewer motion analysis unit 130 uses the output of any one of the RGB camera and the motion recognition camera to check the head position and the viewer's gaze direction, and based on this, confirms and notifies whether the viewer is in an effective viewing state looking at the public display to do it

More specifically, when using the RGB image of the RGB camera as in FIG. 3A , the viewer motion analyzer 130 collects the head position value, (x, y), and the viewer gaze direction (yaw/pitch/roll) information. Pre-define the criteria for determining whether viewing or not. And after extracting the current viewer's head position value, (x,y) and viewer's gaze direction (yaw/pitch/roll) information from the RGB image, by checking whether it meets the viewing presence or absence determination criteria, effective viewing is identified .

And when a motion recognition camera is used as in FIG. 3B , the viewer motion analysis unit 130 assumes that the motion recognition camera is located at the upper end of the display, and the position and Register the display plane considering the size. And after real-time estimation of the current viewer's head position value and the head rotation quaternion estimated in real time through the motion recognition camera, the viewer's gaze direction at the estimated 3D head position (that is, the vector in the z-axis direction of the head rotation quaternion) is By determining whether the display plane is passed, it is possible to confirm and notify whether the viewer is in a valid viewing state looking at the public display.

In addition, the viewer motion analyzer 130 additionally extracts the point at which the vector in the z-axis direction of the head rotation quaternion reaches the plane as the viewer's gaze point so that it can be notified.

The viewer type analyzer 140 receives and analyzes the RGB image of the RGB camera to detect a human object, and extracts viewer appearance features such as facial features, body features, hair style, clothing style, accessory features, etc. based on the human object do. And based on the viewer appearance characteristics, predict and define viewer types such as gender, age group, and propensity.

In addition, when a plurality of people are simultaneously detected, after extracting a viewer type corresponding to each human object, a viewer type having the highest extraction ratio may be selected and notified as a representative type.

The advertisement management unit 150 stores and manages a plurality of advertisement information, and each advertisement information includes information about advertisement content, an advertiser, and a target range for marketing. In this case, the target range for targeting may be defined in the same data format as the viewer type described above. For example, the target range for targeting may be defined by gender, age, and tendency.

The control unit 170 performs an advertisement content reproduction operation only when a person is present in front of the public display 110 , and in particular, identifies and uses a viewer type to select and reproduce customized advertisement content.

In addition, the control unit 170 counts the effective viewing time that the viewer looks at the public display based on the viewer's gaze direction while playing the customized advertisement content, and sets and guides the advertisement fee based on the effective viewing time, so that the advertiser can use the effective advertisement Make sure you only pay for the minute.

In addition, the present invention may further include an advertisement environment monitoring unit 160 capable of directly providing a plurality of sensors or monitoring the advertisement performance environment in real time through interworking with an external weather server. In this case, the advertisement performance environment may be at least one of an advertisement location, weather, and time.

In this case, the advertisement management unit 150 additionally defines information on the advertisement target environment in addition to the advertisement content, the advertiser, and the target range of the marketing target, and the control unit 170 selects the customized advertisement contents by additionally considering the advertisement performance environment in addition to the viewer type. and playable.

In this case, the order of consideration and the weight of consideration of the viewer type and the advertisement performance environment may be adjusted by an advertiser or a device manager. For example, the target range of marketing is considered first, but only when there are a plurality of advertisement contents having the same degree of matching, the advertisement target environment is additionally taken into consideration so that one optimal advertisement content can be finally selected.

As described above, the present invention prevents unnecessary power consumption from occurring in advance by performing the advertisement content reproduction operation only when a person is present in front of the public display.

In addition, by selecting and providing customized advertisement content in consideration of the viewer type and the advertisement execution environment, it is possible to perform advertisement operations reflecting the intention of the advertiser in more detail and variety.

In addition, the smart interactive advertisement providing device may be implemented as a device that matches 1:1 with a public display device, but may be implemented in the form of a server device for common control and management of a plurality of public display devices.

4 is a diagram for explaining a method for providing a customized advertisement by a smart interactive advertisement providing apparatus according to an embodiment of the present invention.

As shown in FIG. 4 , information on advertisement content, advertiser, marketing target range, and advertisement target environment is classified and stored for each advertisement in the advertisement information of the present invention.

In this state, when a person positioned in front of the public display 110 is detected, the advertisement providing device 100 captures and analyzes the person with a camera to check the viewer type, and at the same time, advertisement performance environment such as advertisement location, weather, and time to confirm (S11).

Then, by comparing and analyzing the marketing target of the advertisement information and the advertisement target environment, the viewer type and the advertisement performance environment confirmed through step S11, the advertisement content having the highest degree of matching is searched for, selected, and played back (S12).

Then, while the advertisement content is reproduced, the effective viewing time is cumulatively counted only when the viewer looks at the public display while tracking and monitoring the viewer's gaze direction (S13).

When the reproduction of the advertisement content is completed, the advertisement fee is calculated and notified based on the effective viewing time counted so far (S14).

In the above description, customized advertisement content is selected and provided in consideration of the viewer type and the advertisement execution environment at the same time. Malone would of course be.

5 and 6 are diagrams for explaining an advertisement result feedback method of an apparatus for providing a smart interactive advertisement according to an embodiment of the present invention.

For reference, the advertisement content is configured in a manner that provides various display elements to increase the interest and interest of viewers, but there is a disadvantage in that it is impossible to check the advertisement effect for each display element in the prior art.

However, as described above, the present invention can additionally check the gaze point in addition to the gaze direction of the viewer, and based on this, it is possible to easily check which display element the viewer is currently staring at in the screen as shown in FIG. 5 .

Accordingly, the present invention tracks and monitors the viewer's gaze point, so that the viewer can identify and guide the display element that the viewer looks at with the most interest.

In more detail, the control unit 160 pre-defines a gaze point corresponding to the detection position value of the head rotation quaternion and the gaze direction. And while repeatedly playing advertisement content to a plurality of viewers, based on the predefined information, each viewer detects and tracks and monitors a display element in the screen that they are currently staring at.

And when the survey period has elapsed, the tracking and monitoring results are collected and statistics are collected to calculate and guide the gaze rate for each display element.

Accordingly, the advertiser can explicitly recognize the display element that drew the most attention from viewers by referring to this.

Also, similarly, the present invention tracks and monitors an effective viewing time change pattern while repeatedly providing advertisement content to a large number of viewers as shown in FIG. It is also possible to obtain additional information and guide the advertiser.

That is, the present invention goes beyond guiding the effective viewing time of advertisement content, and can additionally confirm and guide even which display element or which playback section generates the highest interest, and advertisers refer to this to provide more effective advertisement It also allows you to strategize.

7 is a diagram for explaining a method of discovering potential customers of a smart interactive advertisement providing apparatus according to an embodiment of the present invention.

First, the control unit 160 of the present invention repeatedly reproduces the advertisement content requested to discover potential customers to an unspecified number (S31), while tracking and monitoring the effective viewing time for each viewer type (S32). In this case, it may be more preferable that the advertisement content be exposed to each of the different viewer types at the same ratio.

And when the repeated playback of the advertisement content is finished (S32), based on the effective viewing time for each viewer type that has been tracked and monitored so far, the viewer type who has viewed the advertisement content the most is confirmed and notified as a potential customer type (S34).

As described above, the present invention can perform the operation of discovering potential customers by tracking and monitoring the reaction of the viewers according to the provision of advertisement content. In particular, since the method of FIG. 7 can be performed randomly on an unspecified number without a process in which the viewer provides additional information, a very high survey completion degree and survey range can be more stably secured.

In the above, preferred embodiments of the present invention have been illustrated and described, but the present invention is not limited to the specific embodiments described above, and it is common in the technical field to which the present invention pertains without departing from the gist of the present invention as claimed in the claims. Various modifications may be made by those having the knowledge of, of course, and these modifications should not be individually understood from the technical spirit or perspective of the present invention.

Claims (6)

public display;
an image photographing unit for photographing a person located in front of the public display;
a viewer motion analysis unit for identifying a viewer's gaze direction from the shooting result of the video capturing unit, and confirming whether or not viewing is effective based on the viewer's gaze direction;
a viewer type analysis unit for predicting a viewer type by extracting and analyzing the viewer appearance characteristics from the shooting result of the image capturing unit;
an advertisement management unit for storing and managing advertisement information including information on advertisement contents, advertisers, a target range for marketing, and information on an advertisement target environment;
an advertisement environment monitoring unit for confirming and notifying an advertisement performance environment including at least one of an advertisement location, weather, and time; and
When a person is detected, the advertisement information is retrieved based on at least one of a viewer type and an advertisement execution environment, the customized advertisement content is selected and played, and a control unit configured to calculate and notify the advertisement fee for each advertisement content based on the effective viewing time; Smart interactive advertisement providing device. According to claim 1, wherein the viewer motion analysis unit
A smart interactive feature that extracts and analyzes head position value, (x,y) and viewer gaze direction (yaw/pitch/roll) information from the RGB image acquired and provided by the RGB camera to identify and notify effective viewing. ad serving device. According to claim 1, wherein the viewer motion analysis unit
A device for providing a smart interactive advertisement, characterized in that it identifies and notifies the valid viewing by identifying and analyzing the gaze direction from the viewer's head position through the head position value obtained and provided by the motion recognition camera and the head rotation quaternion. According to claim 1, wherein the control unit
Provide a smart interactive advertisement characterized in that it further comprises a function of tracking and monitoring the viewer's gaze point while repeatedly providing advertisement content to a plurality of viewers, and then calculating and guiding the gaze ratio for each display element by collecting and statistics of tracking monitoring results Device. According to claim 1, wherein the control unit
Smart, characterized in that it further comprises a function of calculating and guiding effective viewing time for each playback section by collecting and statistics tracking monitoring results after tracking and monitoring the effective viewing time change pattern while repeatedly providing advertisement content to a plurality of viewers An interactive advertisement serving device. According to claim 1, wherein the control unit
After repeatedly providing advertisement content to multiple viewers while tracking and monitoring the effective viewing time for each type of viewer, collecting and statistics on tracking monitoring results to extract and guide potential customer types Provide smart interactive advertisements Device.

Images