RU2399961C1 - Adaptive advertisement method and system for realising said method - Google Patents

Abstract

FIELD: information technology.

SUBSTANCE: adaptive advertisement method employs an advertisement system installed on a crowded place, where said system includes a video unit which captures an image of people falling in the field of view an creates their individual digital pictures, analyses their psychophysical reactions to information messages on the screen of the advertisement system. The decision block of the advertisement system counts the number of positive reactions for each information message and selects the most effective information message with characteristics which resulted in the highest number of positive reactions, and which is then transmitted to the advertisement device in constant operation mode.

EFFECT: design of an advertisement apparatus with real-time use of direct reaction of a person on what has been seen or listened to in a system for receiving and processing perception reaction.

7 cl

Description

The invention relates to advertising and exhibition business, to means for outdoor advertising and can be used in the field of outdoor advertising.

Currently, various means are known for conveying information to the consumer about goods and services.

So, for example, a method of advertising goods and services is known, namely, that an image is created in a display case or indoors that includes an advertised product or service and consisting of interconnected elements, and in this image a group of at least at least one element of the above image and display each element of the selected group on the monitor of a universal computer (RU 2235369).

A known method of advertising using interactive effects, in which the computer using hardware generates a signal that is fed to the projector to form a virtual image on the screen (RU 2209457). However, this method cannot provide a change in the virtual image in response to, for example, the actions of a person entering the virtual image area. Changing the information on the screens is carried out by the system operator, which leads to unjustified salary costs, while the operator changes the video sequence only at his discretion, which is not objective enough. At the same time, the entire video sequence is changing, rather than individual elements of the image, which would more quickly allow the adaptation of advertising to the needs of the audience.

Advertising will be effective if you like it, i.e. causes a positive reaction among potential consumers. If the images and color combinations are chosen correctly, the advertisement cannot but like. And what you like always attracts attention. And it is not necessary to use “flashy” shades. The main thing is that they transmit the key message that needs to be conveyed. The human response to images is 80% unconscious. Therefore, knowing exactly what needs to be said about the advertised product, simply select the appropriate color scheme and audio recording and be sure that the consumer will understand and accept the message.

The technical task is to attract additional attention to outdoor advertising objects both in the daytime and in the dark and to ensure the most effective effect of advertising on the flow of people by automatically selecting the characteristics of the information message that have the most effective effect on people at the specific location of the advertising system , as well as automatic selection of the most effective of uniform informational messages, but of different parameters, and automatic selection ra (rating) of the most effective of heterogeneous information messages.

The technical result is the development of advertising tools with the operational use of a person’s direct reaction to what they saw or heard in the system to receive and process the perception reaction.

The above technical result is provided by the development of a new method and adaptive means for advertising. In this case, the adaptive advertising method involves placing an advertising system operating in two modes at the place of mass congestion or people ’flow - in the adaptation mode and the continuous operation mode, while in the adaptation mode information messages are alternately displayed on the screen, so that at the moment of starting the broadcast of the information message the video block is turned on, which reads images of people falling into the viewing sector, forms their individual digital images, analyzes their psychophysical reactions and, in accordance with which forms the output signals corresponding to each type of reaction, arriving at the decision block, where the number of positive reactions to each information message is counted, and in the next cycle of broadcasting the information message, the parameters of this information message are changed - brightness, saturation, color gamut, sound volume , timbre, after which the work of the advertising system is repeated with all possible combinations of characteristics of each informational message, and according to the results, the accumulated nym at decision block, selects the most efficient information message characteristics that caused the largest number of positive reactions and which is subsequently transmitted to the advertising device, operating continuously.

At the same time, the most effective informational message for a given location is selected from heterogeneous messages advertising various types of goods or services.

The result is also achieved through an adaptive advertising system for implementing the above method, comprising an advertising device carrier with a video surveillance unit placed on it, an advertising device that is an equipped screen with the ability to replace an information message, a control unit for information messages and their parameters - an adapter connected to the unit decision making, connected to the video block, providing reading of video images in the sector of the screen review.

Moreover, the media of the advertising device is a technical design in the form of a stationary or movable frame or a shield on supports. And as an informational message, static or dynamic, text, graphic, video, photo, film materials combined with or without audio recording are used, formed in blocks.

The functioning of the advertising medium is as follows. An advertising medium is placed at a place of mass crowding or a flow of people. There are two modes of advertising media - Adaptation and Permanent work.

In Adaptation mode, informational messages (video images with or without sound) that attract the attention of people entering the viewing sector are alternately displayed on the screen in a pre-programmed order. At the beginning of the broadcast of the next informational message, the video block is turned on. During the broadcast of an informational message, the video block reads images of passers-by falling into the viewing sector, forms their individual digital images, analyzes their psychophysical reactions (smile on the face, dilated pupils of the eyes, gestures, etc.) and, in accordance with the settings, forms the weekend signals corresponding to each type of reaction. These signals generated by the video block enter the decision block, where the number of positive reactions to each informational message is counted. In the next cycle of broadcasting an informational message, the parameters of this informational message are changed (brightness, saturation, color gamut, sound volume, timbre, etc.), and the operation of the advertising medium is repeated. This continues until all possible combinations of the characteristics of each informational message are exhausted. Based on the results accumulated in the decision block, the most effective informational message with the characteristics that caused the greatest number of positive reactions is selected. This is an informational message in the future and will be broadcast on an advertising device in the Constant work mode.

Similarly, the choice of the most effective for a given location of the information message from heterogeneous messages that advertise various types of goods or services.

If during the operation of the advertising system in a constant mode of operation a zero signal flow appears at the output of the video block, the decision unit generates a signal about the inadequacy of the broadcast information message, which means that people are losing interest in this message. Those. Advertising is out of date and is no longer effective.

Claims (7)

1. A method of adaptive advertising, including the placement of an advertising system in a place of mass crowds or people ’flows, operating in two modes - in adaptation mode and in continuous operation mode, while in adaptation mode information messages are alternately displayed on the screen so that at the beginning of the broadcast of information the message, a video block is turned on, which reads images of people falling into the viewing sector, forms their individual digital images, analyzes their psychophysical reactions and, in accordance with the settings which generates output signals corresponding to each type of reaction, arriving at the decision block, where the number of positive reactions to each information message is counted, and in the next cycle of broadcasting the information message, the parameters of this information message are changed - brightness, saturation, color gamut, sound volume, timbre, after which the operation of the advertising system is repeated with all possible combinations of characteristics of each informational message, and according to the results accumulated decision block, selects the most efficient information message characteristics that caused the largest number of positive responses, and which is further transmitted to the advertising device, operating continuously. 2. The adaptive advertising method according to claim 1, characterized in that they select the most effective informational message for a given location from heterogeneous messages advertising various types of goods or services. 3. The adaptive advertising system for implementing the method according to claim 1, comprising a media of an advertising device with a video surveillance unit placed on it, an advertising device representing an equipped screen with the ability to replace an information message, a control unit for information messages and their parameters - an adapter connected to the unit decision making, connected to the video block, providing reading of video images in the sector of the screen review. 4. The system according to claim 3, characterized in that the media of the advertising device is a technical structure in the form of a frame or a shield on supports. 5. The system according to claim 4, characterized in that the carrier is stationary. 6. The system according to claim 4, characterized in that the carrier is movable. 7. The system according to claim 3, characterized in that as an informational message, static or dynamic, text, graphic, video, photo, movie, combined with or without audio recording materials formed in blocks are used.