WO2014061007A1 - Système et procédé de mesure d'engagement de consommateurs interactif en direct - Google Patents

Système et procédé de mesure d'engagement de consommateurs interactif en direct Download PDF

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Publication number
WO2014061007A1
WO2014061007A1 PCT/IB2013/060830 IB2013060830W WO2014061007A1 WO 2014061007 A1 WO2014061007 A1 WO 2014061007A1 IB 2013060830 W IB2013060830 W IB 2013060830W WO 2014061007 A1 WO2014061007 A1 WO 2014061007A1
Authority
WO
WIPO (PCT)
Prior art keywords
tracking
subjects
engagement
interactive
interactive multimedia
Prior art date
Application number
PCT/IB2013/060830
Other languages
English (en)
Inventor
Joseph Denny
Original Assignee
Joseph Denny
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Joseph Denny filed Critical Joseph Denny
Publication of WO2014061007A1 publication Critical patent/WO2014061007A1/fr

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising

Definitions

  • Both traditional (i.e. billboards) and most digital out-of-home (“DOOH”) advertising pricing is based on the number of estimated people passing a geographical location, generally expressed in the unit of cost-per-mille (“CPM”), or price for a thousand views pricing method.
  • CPM cost-per-mille
  • the advertiser pays for advertising media space based on a projection of expected views during the advertising period. Although occasional surveys may be used to support these projections, the return on investment by the advertiser is no more than a rough approximation under prior art pricing systems.
  • pricing is based predominantly on a cost-per-click (“CPC”) basis and pricing method, where the quantity of clicks on an advertisement (that may, for example, launch the advertiser's website) determines the cost the advertiser pays.
  • views of an advertisement can be registered, as the number of times an advertisement is loaded on a page is information available to the servers which host the advertisement.
  • CPM is used exclusively for billboards, static advertisements, and also predominates for digital display media/advertising.
  • computer vision software that performs face tracking and automated demographics detection has allowed measurement of the number of views and of the linger times of subjects within the field of view of cameras placed at the site of the advertisement.
  • a number of commercial software packages are available which allow DOOH advertisers to count the views and gather related statistics.
  • Figure 1 depicts the engagement zones of the system of the present invention
  • Figure 2 depicts the functionalities of the system of the present invention
  • Figure 3 depicts the intercommunication of networked kiosks of the present invention.
  • the present invention is an enhancement of an interactive digital advertising system as described in US Patent Application No. 13/320,269, including in the form of a kiosk with multiple sides with touch-sensitive displays, or a curved cylindrical touch-sensitive display.
  • This system presents content based on advanced interactive 3D graphics rendering and physical simulation in order to engage consumers more effectively.
  • the branding experience is further enhanced by social immersive branding: supporting engagement of multiple simultaneous subjects both physically at the same location and virtually over a network to a distant location.
  • the system is driven by a proprietary software and network platform allowing the economically efficient production, distribution, and monitoring of media content, as well as efficient use of computing hardware resources and electrical power.
  • Internet-based or software interfaces which may be provided to clients of the platform display, preferably in real-time, the current measurements of engagement and deployment of content, and easily allow operators of the system to schedule and adjust content.
  • the present invention may be used to enhance such a system by utilizing face tracking sensors, preferably cameras and computer vision software to determine number of viewers, number of views, view time, viewer gender, approximate viewer age, and approximate viewer distance from the camera.
  • Prior art vision systems charge a fixed price per view and do not take into account additional parameters.
  • the present invention provides a pricing system to be known as and claimed later in this document as Cost Per Engagement (CPE) incorporating differential pricing based on additional parameters such as the aforementioned.
  • CPE Cost Per Engagement
  • the invention may provide proof of return on investment to the advertiser using the engagement metrics method while charging an advertiser by any pricing method such as fixed pricing per period of quantified engagement time.
  • the pricing parameters of the method of primary concern are distance, whether continuous or divided into discrete regions.
  • the present invention permits accurate location and enumeration of viewers.
  • the dynamic pricing based on face-tracking engagement measurements would preferably be done concurrently with additional pricing based on touch interaction-based engagements, or integrated consumer dwell engagement metrics of both the face-tracking and touch interactions.
  • a preferred embodiment of the invention would further improve on the system by using high resolution cameras, beyond the typical High Definition standards (for example, so-called 4K resolution cameras), combined with high resolution lenses (150 line pairs per millimeter or higher), in order to extend the maximum range of detection/tracking for a given view angle beyond what is possible with lower resolution vision systems.
  • the system may further be improved by adding stereoscopic depth sensors in order to detect body positions, poses, and movements in 3-Dimensions rather than just faces, which may then be integrated with other system inputs for interaction or engagement measurement.
  • the face-tracking system would not only be used to measure direct engagement with on-screen digital content, but its scope may be extended to additional subject behaviors that are physically situated beyond the area of the screen as consumer engage with the on screen content by dwelling from various distances, which is of interest to clients of the system as it provides a quantifiable return on investment.
  • the system could track trajectories of subjects i.e. consumers in a public location, within its view, which allows determinations of how many subjects enter into or approach a store belonging to or related to products of a marketing or advertising client whose content is presented on the advertisement currently associated with the face-tracking system.
  • Such data may be used to correlate engagement measurements with flow of traffic, which is a further indicator of the return on investment for the advertiser and may be used as a parameter in a differential pricing system. Further, multiple views of differently positioned systems may be integrated to extend the range of consumer tracking and return on investment for clients.
  • the system's content can be additionally improved with interactive virtual characters/avatars in order to increase engagement.
  • Such characters' actions and animations may be directly controlled in real-time by an operator, with or without using a motion capture system, scripted in computer code, or made semi-autonomous or fully autonomous through the application of computerized artificial intelligence.
  • Inputs to the character /avatar can be touch interactions, voice detected inputs through a microphone in the system, data inputs from the face tracking system, data inputs from a 3-Dimensional depth sensor tracking consumer bodies and also faces, wireless data from mobile devices, or data from network signals.

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  • Business, Economics & Management (AREA)
  • Strategic Management (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Finance (AREA)
  • Economics (AREA)
  • Game Theory and Decision Science (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Marketing (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Theoretical Computer Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • User Interface Of Digital Computer (AREA)

Abstract

La présente invention a trait à un système d'engagement multimédia basé sur un écran numérique de consommateurs doté d'un système informatisé de détection/suivi de sujet/d'observateur, tel qu'un système basé sur la vision artificielle, au moyen duquel des annonceurs, des responsables marketing et des clients multimédia sont chargés sur une mesure métrique de fixation des prix basée sur le coût par engagement qui est constituée d'un engagement tactile physique et d'engagements à retard programmé physiques pendant la consommation et l'interaction avec un support multimédia basé sur un écran numérique sur une distance de 12,19 m à partir de l'origine d'un écran. Les consommateurs sont engagés au sein de quatre zones séparées qui sont d'une largeur de 3,05 m. Les zones sont de nature circulaire mais non limitées à une forme circulaire qui peut être constituée d'une ou de plusieurs caméras qui sont dotées d'une résolution suffisamment élevée pour détecter et différentier les visages des consommateurs de 0 à 12,19 m à partir de chaque origine de caméras. Les engagements sont basés sur plusieurs paramètres clé qui sont fournis par le système de détection/suivi autres que les nombres de vues ou les regroupements statistiques de temps d'exposition multimédia seuls.
PCT/IB2013/060830 2012-10-15 2013-12-12 Système et procédé de mesure d'engagement de consommateurs interactif en direct WO2014061007A1 (fr)

Applications Claiming Priority (4)

Application Number Priority Date Filing Date Title
US201261714180P 2012-10-15 2012-10-15
US61/714,180 2012-10-15
US201361906731P 2013-11-20 2013-11-20
US61/906,731 2013-11-20

Publications (1)

Publication Number Publication Date
WO2014061007A1 true WO2014061007A1 (fr) 2014-04-24

Family

ID=50029167

Family Applications (1)

Application Number Title Priority Date Filing Date
PCT/IB2013/060830 WO2014061007A1 (fr) 2012-10-15 2013-12-12 Système et procédé de mesure d'engagement de consommateurs interactif en direct

Country Status (1)

Country Link
WO (1) WO2014061007A1 (fr)

Citations (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20090030780A1 (en) * 2006-01-03 2009-01-29 Ds-Iq, Inc. Measuring effectiveness of marketing campaigns presented on media devices in public places using audience exposure data
US20120154310A1 (en) * 2009-05-14 2012-06-21 Joseph Denny Interactive Multimedia Advertising System
WO2012101606A1 (fr) * 2011-01-28 2012-08-02 Pop Channel S.R.L. Système intégré pour proposer des articles et pour une communication promotionnelle mesurable

Patent Citations (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20090030780A1 (en) * 2006-01-03 2009-01-29 Ds-Iq, Inc. Measuring effectiveness of marketing campaigns presented on media devices in public places using audience exposure data
US20120154310A1 (en) * 2009-05-14 2012-06-21 Joseph Denny Interactive Multimedia Advertising System
WO2012101606A1 (fr) * 2011-01-28 2012-08-02 Pop Channel S.R.L. Système intégré pour proposer des articles et pour une communication promotionnelle mesurable

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