MEASURING USER ENGAGEMENT WITH SMART BILLBOARDS
Methods and apparatus are described by which advertising channels in public spaces are configured to deliver adaptive and targeted advertising in real time. Real-time, contextual information is used to make determinations about the likely audience currently in position to view an advertising channel (e.g., a digital billboard). Appropriate advertisements are then selected based on those determinations. Techniques for measuring user engagement with advertising content are also described.
1 . A computer-implemented method, comprising:
receiving sensor data representing an audience that includes a plurality of people in position to substantially simultaneously view content, the sensor data being generated by one or more sensors in proximity to a location at which the content is presented; and
processing the sensor data to determine a level of user engagement with the content for at least a portion of the audience.
2 . The method of claim 1 , wherein the content is advertising content presented on an electronic public advertising display at the location.
3 . The method of claim 2 , wherein the advertising content is dynamically presented in a manner that is responsive to at least some of the sensor data.
4 . The method of claim 1 , wherein the content is advertising content comprising a static, printed image presented at the location.
5 . The method of claim 1 , wherein the sensor data represent one or more of vehicle traffic information near the location, a number of individuals in the audience, an image of a viewing area from which the content is visible, sound captured near the location, or biometric data representing one or more members of the audience.
6 . The method of claim 1 , wherein the sensor data represent an image of the viewing area, the method further comprising processing the image data using an image recognition technique.
7 . The method of claim 1 , wherein processing the sensor data results in generation of user data corresponding to individuals in the audience.
8 . The method of claim 7 , wherein processing the sensor data to determine the level of user engagement with the content includes processing the user data to determine whether the audience corresponds to a target demographic.
9 . The method of claim 1 , wherein processing the sensor data to determine the level of user engagement with the content includes determining one or more of (1) whether any members of the audience slow or pause near the content, (2) a number of the people in the audience, (3) a rate at which the people in the audience pass the content, (4) whether any members of the audience look at the content, or (5) whether any members of the audience speak one or more keywords relating to the content.
10 . The method of claim 1 , further comprising triggering a transaction in an online advertising exchange in response to the level of user engagement.
11 . A system, comprising one or more computing devices in communication via a network with one or more sensors associated with content, the one or more computing devices being configured to:
receive sensor data representing an audience that includes a plurality of people in position to substantially simultaneously view the content, the sensor data being generated by the one or more sensors in proximity to a location at which the content is presented; and
process the sensor data to determine a level of user engagement with the content for at least a portion of the audience.
12 . The system of claim 11 , wherein the content is advertising content presented on an electronic public advertising display at the location.
13 . The system of claim 12 , wherein the advertising content is dynamically presented in a manner that is responsive to at least some of the sensor data.
14 . The system of claim 11 , wherein the content is advertising content comprising a static, printed image presented at the location.
15 . The system of claim 11 , wherein the sensor data represent one or more of vehicle traffic information near the location, a number of individuals in the audience, an image of a viewing area from which the content is visible, sound captured near the location, or biometric data representing one or more members of the audience.
16 . The system of claim 11 , wherein the sensor data represent an image of the viewing area, and wherein the one or more computing devices are further configured to process the image data using an image recognition technique.
17 . The system of claim 11 , wherein the one or more computing devices are configured to process the sensor data to generate user data corresponding to individuals in the audience.
18 . The system of claim 17 , wherein the one or more computing devices are configured to process the sensor data to determine the level of user engagement with the content by processing the user data to determine whether the audience corresponds to a target demographic.
19 . The system of claim 11 , wherein the one or more computing devices are configured to process the sensor data to determine the level of user engagement with the content by determining one or more of (1) whether any members of the audience slow or pause near the content, (2) a number of the people in the audience, (3) a rate at which the people in the audience pass the content, (4) whether any members of the audience look at the content, or (5) whether any members of the audience speak one or more keywords relating to the content.
20 . The system of claim 11 , wherein the one or more computing devices are further configured to trigger a transaction in an online advertising exchange in response to the level of user engagement.
21 . A computer program product, comprising one or more computer-readable media having computer program instructions stored therein, the computer program instructions being configured such that, when executed by one or more computing devices, the computer program instructions cause the one or more computing devices to:
receive sensor data representing an audience that includes a plurality of people in position to substantially simultaneously view content, the sensor data being generated by one or more sensors in proximity to a location at which the content is presented; and
process the sensor data to determine a level of user engagement with the content for at least a portion of the audience.