Method and system for measuring effectiveness of a marketing campaign on digital signage
First Claim
1. A computer-implemented method for measuring an effectiveness of a marketing campaign on digital signage on signage networks using a set of video processing units, comprising the following steps of:
- a) building a vision processing unit by capturing a plurality of input images of a plurality of people by a plurality of cameras in a vicinity of a sampled digital signage in the signage networks, wherein the plurality of cameras are connected to at least a video interface, which transfers the plurality of input images to at least a computer,b) processing by means of a segmentation analysis and a path analysis the plurality of input images in order to measure a set of behavior patterns and a set of demographics of each person in the plurality of people,c) gathering a set of audience measurement data by aggregating measurements for the set of behavior patterns and the set of demographics of each person in the plurality of people, wherein the set of behavior patterns are determined from the path analysis, and wherein the set of demographics are determined from the segmentation analysis,d) getting a media play log for individual networks from a media server that provides content to the sampled digital signage,e) analyzing and extracting a set of characteristic information from the segmentation analysis and the path analysis based on a set of estimated parameters from the set of audience measurement data, wherein the segmentation analysis uses a demographic composition measurement method, wherein the path analysis analyzes a set of trajectories of the plurality of people, and wherein the set of trajectories are joined from multiple images,f) processing the set of characteristic information by reformatting and transferring the set of characteristic information to a media campaign rating system and combining the set of characteristic information with the media play log to generate exposure related measurements,g) measuring an efficiency of the marketing campaign at reaching a targeted audience and the effectiveness of the marketing campaign at conveying a message based on the set of characteristic information, wherein a demographics measurement is used to target a particular demographic group for the marketing campaign, andh) producing metrics comprising a first engagement index for the sampled digital signage, including impression lengths and a plurality of spot lengths;
a second engagement index for the content, calculated as a complete impression divided by a total impression;
a third engagement index for the content, calculated as a lagging impression divided by the total impression;
an attraction index for the content, calculated as a leading impression divided by the total impression;
a point of engagement or a lag in point, which is a point in a time axis when most impressions started, and a point of disengagement or a lead off point, which is a second point in the time axis when most impressions ended.
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Abstract
The present invention is a system and method for measuring effectiveness of a marketing campaign on digital signage on many different signage networks, by measuring the efficiency of the campaign at reaching targeted audience and the effectiveness of conveying the message. This invention provides a solution to the challenges created by wide variety of measurements and lack of accuracy. By using automated audience measurement, the current invention is able to collect, large, statistically significant data for analysis. Non-intrusive, computer based measurement also ensure that the data is free from any biases. The media content rating system will provide a quantitative measure of how many people did the campaign reach and what effect did it have. The data will be available at the aggregate level, at network level and down to the screen level.
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Citations
18 Claims
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1. A computer-implemented method for measuring an effectiveness of a marketing campaign on digital signage on signage networks using a set of video processing units, comprising the following steps of:
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a) building a vision processing unit by capturing a plurality of input images of a plurality of people by a plurality of cameras in a vicinity of a sampled digital signage in the signage networks, wherein the plurality of cameras are connected to at least a video interface, which transfers the plurality of input images to at least a computer, b) processing by means of a segmentation analysis and a path analysis the plurality of input images in order to measure a set of behavior patterns and a set of demographics of each person in the plurality of people, c) gathering a set of audience measurement data by aggregating measurements for the set of behavior patterns and the set of demographics of each person in the plurality of people, wherein the set of behavior patterns are determined from the path analysis, and wherein the set of demographics are determined from the segmentation analysis, d) getting a media play log for individual networks from a media server that provides content to the sampled digital signage, e) analyzing and extracting a set of characteristic information from the segmentation analysis and the path analysis based on a set of estimated parameters from the set of audience measurement data, wherein the segmentation analysis uses a demographic composition measurement method, wherein the path analysis analyzes a set of trajectories of the plurality of people, and wherein the set of trajectories are joined from multiple images, f) processing the set of characteristic information by reformatting and transferring the set of characteristic information to a media campaign rating system and combining the set of characteristic information with the media play log to generate exposure related measurements, g) measuring an efficiency of the marketing campaign at reaching a targeted audience and the effectiveness of the marketing campaign at conveying a message based on the set of characteristic information, wherein a demographics measurement is used to target a particular demographic group for the marketing campaign, and h) producing metrics comprising a first engagement index for the sampled digital signage, including impression lengths and a plurality of spot lengths;
a second engagement index for the content, calculated as a complete impression divided by a total impression;
a third engagement index for the content, calculated as a lagging impression divided by the total impression;
an attraction index for the content, calculated as a leading impression divided by the total impression;
a point of engagement or a lag in point, which is a point in a time axis when most impressions started, and a point of disengagement or a lead off point, which is a second point in the time axis when most impressions ended. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. An apparatus for measuring an effectiveness of a marketing campaign on digital signage on signage networks, comprising:
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a) at least a camera that captures a plurality of input images of a plurality of people in the vicinity of a sampled digital signage in said signage networks, and b) at least a computer configured to; process said plurality of input images by means of a segmentation analysis and a path analysis in order to measure a set of behavior patterns and a set of demographics of each person in the plurality of people, gather a set of audience measurement data by aggregating measurements for the set of behavior patterns and the set of demographics of each person in the plurality of people, wherein the set of behavior patterns are determined from the path analysis, and wherein the set of demographics are determined from the segmentation analysis, get a media play log for individual networks from a media server that provides content to the sampled digital signage, analyze and extract a set of characteristic information from the segmentation analysis and the path analysis based on a set of estimated parameters from the set of audience measurement data, wherein the segmentation analysis uses a demographic composition measurement method, wherein the path analysis analyzes a set of trajectories of the plurality of people, and wherein the set of trajectories are joined from multiple images, process the set of characteristic information by reformatting and transferring the set of characteristic information to a media campaign rating system and combining the set of characteristic information with the media play log to generate exposure related measurements, and measure an efficiency of the marketing campaign at reaching a targeted audience and the effectiveness of the marketing campaign at conveying a message based on the set of characteristic information, wherein a demographics measurement is used to target a particular demographic group for the marketing campaign, and produce metrics comprising a first engagement index for the sampled digital signage, including impression lengths and a plurality of spot lengths;
a second engagement index for the content, calculated as a complete impression divided by a total impression;
a third engagement index for the content, calculated as a lagging impression divided by the total impression;
an attraction index for the content, calculated as a leading impression divided by the total impression;
a point of engagement or a lag in point, which is a point in a time axis when most impressions started, and a point of disengagement or a lead off point, which is a second point in the time axis when most impressions ended. - View Dependent Claims (11, 12, 13, 14, 15, 16, 17, 18)
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Specification