SK288974B6 - On-line advertising platform system with targeted advertising on advertising screens and advertising method - Google Patents

Abstract

The on-line system of the advertising platform with targeted advertising on advertising screens consists of an advertising server (1) with an advertising application, with an identification block (7) of a person to which a database (11) of face vectors and a database (12) of registered visitors is connected . Further consist of a data processing block (8) with a personalized advertisement output (9), the first input of which is connected to the first output of the person identification block (7); a block (10) of a playlist generator with an input web interface (22) for advertisers. Also having a statistics database (23) connected to the second output of the person identification block (7), the output of the statistics database (23) being connected to the block (8) ) data processing and with a playlist generator block (10); advertising screen system (3) with included processor system (5), display module (6) and camera shooting circuits (24), connections (13) via internet between advertising server (1) and processor systems (5) advertising screen system (3).

Description

The field of technology

The invention relates to an online advertising platform system with targeted advertising on advertising screens and a method of advertising with this advertising platform. The advertising platform according to the invention makes it possible to advertise online on advertising screens located in public places. The advertising screens are equipped with face recognition camera technology, which makes it possible to collect and evaluate anonymous statistics on the viewership of individual advertisements and at the same time to monitor the purchasing behavior of registered customers who have given their express consent for this purpose. The invention falls into the field of advertising systems.

current state of the art

In the state of the art, a number of face recognition systems are known that can be used for various purposes. Document CN10477858.1A is known for targeted advertising, where facial recognition is used, but together with a touch screen it is used to purchase products through the screen. CN104715693A uses facial recognition to personalize content. Document US2009060256 is known for cinemas, where demography is evaluated via an infrared camera. For mobile phones and tablets, the documents CN104598869A and KR201.401.2153 are known, where access to the use of mobile phones and tablets is ensured. Document CN203720896U is known for opening doors, where human recognition is used to open doors. For saving the screen, the document CN103345902A is known, which deals with saving electricity when the screen does not see faces, and for ATMs KR2.0iJ900648.14A - for accessing accounts.

On the basis of the above, an effort was made to solve this problem and the result of the effort is a proposal for an online advertising platform system with targeted advertising on advertising screens and a method of advertising advertising according to the present invention.

The essence of the invention

The aforementioned shortcomings are largely eliminated by the on-line advertising platform system with targeted advertising on advertising screens and the method of advertising according to the present invention. The essence of the invention is that the advertising platform system consists of an advertising server with an accessible advertising application with web interfaces, a system of advertising screens and the Internet. The main goal of the advertising server is to personalize advertising based on the faces of visitors captured by the camera system. Personalized advertising is displayed on advertising screens, which also serve to collect and pre-process data from the camera. The advertising screen is composed of the screen itself, a camera and a processing system (usually a PC) with an installed advertising application. The advertising platform system is applicable in public spaces, entrances to large shopping centers, metro stations, airports, etc., but also in the store itself, where it is used to identify the customer through a camera system after entering the store, while it is connected to the seller's cash register system and can identify persons registered in the seller's loyalty program, notify the seller of this information on the tablet and record the contents of the shopping basket after the purchase. The advertising platform system may also contain a mobile application used to register customers in third-party loyalty programs. The system also allows the storage and processing of data, including personal data of end customers. The core of the advertising server is a person identification block, a data processing block with the output of personalized advertising and a playlist generator block with an input web interface for advertisers.

The core of each advertising screen is a processor system, display module and camera sensing circuits. The processor system of the advertising screen contains a register of piayists, a register of advertising visuals, face vector generation circuits and analytical circuits with data collection.

The online advertising platform system with targeted advertising on advertising screens is characterized by its inputs/outputs as well as internal/external connections (connections) between blocks of the advertising server, as described below. A database of facial vectors and a database of registered visitors are attached to the person's identification block. The first output of the person identification block is connected to the first input of the data processing block. The advertising server also contains a database of statistics, the output of which is connected to the second input of the data processing block and to the second input of the playlist generator block. The second output of the person identification block is connected to the second input of the statistics database. The data processing block has an administrative output of advertising charging and an administrative output of report generation.

Advertisers' hardware resources are connected to the playlist generator block via the web interface, and possibly an external weather database is also connected. There are also internet connections between the advertising server and the processing systems of the advertising screen system. Here there is a connection of the output of the playlist generator block with the piayiist register, a connection of the output of the personalized advertising block of the data processing block with the display module, a connection of the output of the face vector creation circuits with the face vector database, and a connection of the output of the analysis circuits and data collection with the database of statistics.

The on-line advertising platform system with targeted advertising on advertising screens can be expanded such that the advertising screen processor system includes visitor clothing identification circuits and clothing database that are interconnected, and the visitor clothing identification circuits are connected to a data processing block with the output of personalized advertising . Alternatively, a local product database is connected to the display module.

On the online system of the advertising platform with targeted advertising on advertising screens, it is possible to operate a method of advertising, the essence of which lies in personalized advertising based on a sequence of steps:

- advertiser registration,

- launching an advertising campaign,

- approval of the advertising campaign,

- playlist generation,

- downloading the playlist to the device,

- downloading advertising images to the device,

- displaying an advertising banner,

- face detection,

- facial analysis and data collection,

- identification of the person,

- data processing,

- displaying a personalized advertising banner,

- charging for advertising a

- generating reports.

Within the framework of advertising personification, it is possible to record a unique advertising intervention in the steps of displaying an advertising banner, face detection, face analysis and data collection and person identification, where the match between face vectors from two advertising screens is indicated, resulting in data without duplicate views of the same ad person.

As part of advertising personification, it is possible to perform anonymous measurement of visitor conversions in the steps of displaying an advertising banner, detecting faces in front of the advertising screen and at the point of sale, analyzing the face and collecting data and identifying the person, where a match between the face vectors from the advertising screen and from the point of sale is indicated. resulting in an increased rate of charge per ad view.

As part of advertising personification, it is possible to perform OOH remarketing in the steps of advertising banner display, face detection, facial analysis and data collection and person identification, where a match is indicated between face vectors from the advertising screen and from visits to sales points, resulting in the interruption of the currently playing advertisement and subsequent display of the product advertisement in the store.

Within the framework of advertising personification, it is possible to carry out personalized advertising based on clothing recognition in the steps of displaying an advertising banner, face and clothing detection, face analysis, clothing and data collection and person identification, where, based on computer vision and artificial intelligence, the match of a person's clothing is searched for clothing database, resulting in the interruption of the currently playing ad and subsequent display of clothing with a similar style to the person and from the same manufacturer.

The advantages of the online advertising platform system with targeted advertising on advertising screens and the method of advertising with this advertising platform according to the invention are obvious from the effects they manifest externally. In general, it can be stated that the originality of the presented system and method lies in the fact that, compared to other digital advertising surfaces in the system according to the invention:

- the advertiser pays only for the actual views of his advertisement by the target group of customers, while the price per view is set automatically based on the current demand and offer from the advertiser;

- it is possible to plan an advertising campaign via the web interface and launch the advertisement practically immediately after approval by the administrator;

- it is possible to target the advertising campaign according to geographical criteria, time, weather and temperature, demographics and interests of the target group:

- artificial intelligence is used to better target the advertising campaign to the demographic target group.

Evaluating the campaign report in real time is not possible with the "CITYLIGHTY" advertising system, but the advertising system according to the invention makes it possible. The "CITYLIGHTY" advertising system does not allow the measurement of advertising effectiveness, but the advertising system according to the invention allows it.

Overview of images on drawings

Gn-iine's advertising platform system with split advertising on advertising screens and the method of advertising advertising according to the invention will be explained in more detail in the drawings, where on cbr. 1 shows a view of the advertising screen. In fig. 2 shows a block diagram of an online advertising platform system with targeted advertising on advertising screens. In fig. 3 shows a segment of the anonymous measurement of a unique advertising intervention. In fig. 4 shows a segment of the anonymous measurement of visitor conversions. In fig. 5 shows the segment of OOH remarketing. In fig. 6 shows a segment of personalized advertising based on clothing recognition.

Examples of implementation of the invention

Individual embodiments according to the invention are presented for illustration and not as limitations of technical solutions.

Those skilled in the art will find or be able to discover, using no more than routine experimentation, many equivalents to specific embodiments of the invention. Such equivalents will also fall within the scope of the following patent claims.

The optimal design of the structure and the selection of its elements cannot be a problem for an expert familiar with the state of the art, therefore these features have not been dealt with in detail.

Example 1

In this example of a specific embodiment, an online advertising platform system with targeted advertising on advertising screens according to the invention is described, as shown in fig. 1 and 2. The online advertising platform system consists of an advertising server 1 with an accessible LURITY Vision advertising application with web interfaces to the Internet 13 and a set of advertising screens 3. The advertising screen 3 is composed of a display module 6, i.e. j. screen, 24 camera recording circuits, i.e. j. camera and processor system 5, i.e. j. A PC with the LURITY Vision advertising application installed. The processor system 5 of the advertising screen 3 contains a register 17 of playlists, a register 1S of advertising visuals, circuits 14 for creating face vectors and analytical circuits 15 with data collection. The core of the advertising server .1 contains the identification block 7 of the person, the data processing block 8 with the output 9 of personalized advertising and the playlist generator block 10 with the input web interface 22 for advertisers. On the identification block. 7 persons have a database of 11 face vectors and a database of 12 registered visitors. The first output of the identification block 7 of the person is connected to the first input of the data processing block 8. The advertising server 1 further contains a database 23 of statistics, the output of which is connected to the second input of block 8 of data processing and to the second input of block 10 of the playlist generator. The second output of the person identification block 7 is connected to the second input of the statistics database 23. Block 8 of data processing has an administrative output 19 of advertising charging and an administrative output 20 of generating reports. The hardware means of 2 advertisers are connected to the block 10 of the playlist generator via the web interface 22. There is a connection of the output of the block 10 of the playlist generator with the register 17 of playlists, a connection of the output 9 of the personalized advertisement of the block 8 of data processing with the display module 6, a connection of the output of the face vector creation circuits 14 with the database 11 of face vectors and a connection of the output of the analysis circuits 15 and data collection with the database 23 statistics.

In an alternative extension, it is possible for an external weather database 18 to be connected to the block 10 of the playlist generator via the web interface 22. A further extension is also possible, where the processor system 5 of the advertising screen 3 contains the circuits 25 for identifying the visitor's clothes and the database 26 of the clothes, which are interconnected, while the circuits 25 for identifying the visitor's clothes are connected to the data processing block 8 with the output 9 of the personalized advertisement. Alternatively, a local database of 27 products is connected to the display module 6, as shown in fig. 6.

Example 2

In this example of a specific embodiment, a method of advertising on an online advertising platform system with split advertising on advertising screens according to the invention is described, operated on an online advertising platform system with targeted advertising described in example 1. In the method according to the invention, personalized advertising is based on sequence steps:

~ advertiser registration,

- launching an advertising campaign,

- advertising campaign approval, ~ playlist generation,

- downloading the playlist to the device, ~ downloading advertising visuals to the device,

- displaying an advertising banner,

- face detection,

- facial analysis and data collection, ~ person identification,

- data processing,

- displaying a personalized advertising visual, ~ charging for advertising a

- generating reports.

Advertiser registration takes place in such a way that the advertiser, as a natural person representing a legal entity, registers with his hardware means through. Online advertising platform by entering personal data.

After the approval of the business conditions, the advertiser creates an advertising campaign and names it. At the same time, he inserts an advertising image (image or video recording) and sets the duration of the campaign, the daily budget and the maximum price per view that he is willing to pay. In addition, the advertiser has the option to set the targeting of the advertising campaign according to the age and gender of passers-by. The ad is displayed at the earliest times and on the devices around which the selected target group of people moves most often, the advertiser pays only for viewings of the ad by the selected target group of customers. The targeting of the campaign is also determined according to geographical criteria, the advertiser has the option of choosing advertising screens according to countries, cities or specific objects and for specific days and hours. The ad is displayed all the time during the duration of the campaign or only in selected hours and days. Weather campaign targeting and minimum/maximum temperature in the location where the advertising device is located is also set. The ad is displayed only in the selected weather and only in the selected temperature range. Based on historical data and machine learning, the advertising impact of his campaign is estimated for the advertiser based on the selected criteria and targeting:

a) Tear audience - estimated number of people reached based on selected advertising screens,

b) impressions - ad views (total number of ad views, one person can view the ad several times per day on one or more advertising screens) and

c) Reach unique ad views (number of people who saw the ad at least once, so-called cleaned of duplicate ad views).

The system generates piayiists for the advertising screen independently every 15 minutes. Each time the playlist is generated, the system looks for the highest match between the selected target group of customers and the demographic composition of customers near the advertising screen at the given time. Based on demographics at a given time, the system increases/decreases the intensity of displaying specific ads on a given screen.

Example: a cosmetics company has a target group of customers "women 18 to 25 years old. Based on long-term data, it can be determined that this target group is most often found near specific advertising screens between 10:00 a.m. and 12:00 p.m., therefore the intensity of advertising on this device increases at that time.

When generating the playlist, the system uses databases with networking statistics, but also external services, for example, a database with weather and temperature for individual locations where advertising devices are located. Based on the correlation between weather and attendance, it is possible to predict the viewership of individual advertising screens.

The playlist in JSON format is downloaded locally to the PC connected to the advertising screen. Based on the playlist, advertising banners (images/videos of products) are downloaded locally to the PC connected to the advertising screen. The advertising banners change on the screen every 15 seconds, and the larger the daily budget is selected, the more often the advertising banners are displayed.

In the next phase, the camera scans the entire space in front of the device. The LURiTY Vision application installed on the PC constantly searches the camera data stream for faces. The LURITY Vision application can identify the faces of visitors 4 based on unique identifiable features (facial landmarks), such as the mouth, eyes, nose and eyebrows. The current version of the algorithm can recognize 20 clearly identifiable facial features and simultaneously track up to 15 people in motion up to a distance of 10 to 15 meters from the advertising screen. To track people in motion, the application uses local face recognition, which works with facial landmarks stored in temporary memory for 5 minutes. Therefore, the application can recognize that it is the same person even after the person disappears from the camera's view for a short time and subsequently reappears in front of the screen. After identifying a face in the camera data stream, LURITY Vision can anonymously evaluate a person's age and gender based on facial features. This data will then be sent via a secure channel to the LUR:TY API server:

- Interaction ID,

- interaction start time

- interaction end time (HH:IVIM:SSí.,

- estimated age of the person with an accuracy of approx. 95% ±3 years,

- estimated gender of the person with an accuracy of approx. 95%,

- the distance of the face in time from the advertising screen,

- ID of the ad that the person watched,

- the length of time the person watched the ad a

- a photo of your face for further identification (the application will immediately delete the photo of your face from the computer's HDD after successfully sending it).

Non-anonymous data (photo of the face) are processed immediately after being received on the LURITY API server. The facial recognition server stores the signatures in the interaction database immediately upon receipt. These face markers are then compared with the saved face markers:

a) in the database of registered persons - searches for a match for the purpose of determining whether the person in front of the advertising screen is registered through the LURITY mobile application in any of the third-party loyalty programs,

b) interaction in the database - searches for a match for the purpose of finding out whether the person in front of the advertising screen has already seen the given advertisement on this or another advertising screen during the last 180 days.

Anonymous data, such as a person's age/gender, duration of watching an ad, are stored on the LURITY API server after being received and are additionally processed for statistical purposes, the advertiser only has accumulated statistics of this data available through the online administration interface.

The advertiser is charged for advertising in two possible forms:

a) Pay-per-view, in which the advertiser pays only for actual views of his advertisement by persons who are identical to the selected target group. The price per view is automatically determined by the system based on the current demand from advertisers,

b) Visiting conversion, in which the advertiser pays a fixed amount only for a visit to the store by a customer who saw the given advertisement.

c) Purchase conversion, in which the advertiser pays a fixed amount only for the purchase made in the store by the customer who saw the given advertisement.

Real-time statistics are available to the advertiser during the entire time the advertising campaign is running. In addition to the follow-up of campaigns or individual advertisements, he also learns about the advertising intervention in the demographic group of his potential customers. In this way, the network advertiser can also evaluate campaigns and advertisements continuously and adjust their progress.

Example 3

In this example of a specific embodiment, the anonymous measurement of a unique advertising intervention in the way of advertising on the online system of the advertising platform with targeted advertising on the advertising screens according to the invention, operated on the online system of the advertising platform with targeted advertising, is described, which is shown in fig. 3. A person sees a random ad from advertiser X at the first ad screen. The person is delegated by a camera connected to a PC with the LURITY Vision application. The face vector is stored in an anonymous interaction database together with the advertisement ID. A person sees a random ad from advertiser X at a second ad screen. The person is again delegated by a camera connected to a PC with the LURITY Vision application. The face vector is stored in an anonymous customer database together with the advertisement ID. The server finds a match between the face vectors from the first ad screen and from the second ad screen. The advertiser receives data cleaned of duplicate viewings of his advertisement by the same person.

Example 4

In this example of a specific embodiment, the anonymous measurement of visitor conversions in the method of advertising on the online system of the advertising platform with targeted advertising is described on the advertising screens according to the invention operated on the online system of the advertising platform with targeted advertising, which is shown in fig. 4.

Industrial applicability

The industrial applicability of the online advertising platform system with targeted advertising on advertising screens and the method of advertising with this advertising platform according to the invention is primarily in the field of advertising.

Claims (4)

PATENT CLAIMS 1. On-line advertising platform system with targeted advertising on advertising screens, consisting of an advertising server (1) with an advertising application, with a contained identification block (7) of a person, to which a database (11) of face vectors and a database (12) of registered visitors; block (8) of data processing with the output (9) of personalized advertising, the first input of which is connected to the first output of the identification block (7) of the person; a database (23) of statistics, connected to the second output of the identification block (7) of the person, while the output of the database (23) of statistics is connected to the block (8) of data processing; a system of advertising screens (3) with a contained processor system (5), display module (6) and camera sensing circuits (24); by connections (13) via the Internet between the advertising server (1) and the processing systems (5) of the system of advertising screens (3), characterized by the fact that it contains a block (10) of a playlist generator with an input web interface (22) for advertisers, while the block ( 10) of the playlist generator is connected to the output of the database (23) of statistics, while the output of the block (10) of the playlist generator is connected to the register (17) of playlists. 2. Online advertising platform system with targeted advertising on advertising screens according to claim 1, characterized in that an external weather database (16) is connected to the block (10) of the playlist generator via the web interface (22). 3. Method of advertising on the online system of an advertising platform with targeted advertising on advertising screens according to claims 1 to 2, where the steps of registering an advertiser, starting an advertising campaign, approving an advertising campaign, downloading advertising visuals to the device, displaying an advertising banner, detecting faces are included , facial analysis and data collection, person identification, data processing, displaying personalized advertising visuals, charging for advertising, generating reports, characterized by the step of approving the advertising campaign followed by the step of generating the playlist and the step of downloading the playlist to the device. 4 drawings