ADAPTIVE ADVERTISING AND MARKETING SYSTEM AND METHOD

• US 20080243614A1
• Filed: 09/20/2007
• Published: 10/02/2008
• Est. Priority Date: 03/30/2007
• Status: Abandoned Application

• Current Assignee: UTC Fire & Security Americas Corporation, Inc. (Carrier Global Corporation)
• Original Assignee: General Electric Company
• Inventors: Tu, Peter Henry, Liu, Xiaoming, Krahnstoever, Nils Oliver, Kelliher, Timothy Patrick
• Application Number:
  US11/858,292
• Publication Number:
  US 20080243614A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

A technique of adaptive advertising is provided. The technique includes obtaining at least one of demographic and behavioral profiles of a plurality of individuals in an environment and adjusting an advertising strategy in the environment of one or more products based upon the demographic and behavioral profiles of the plurality of individuals.

Claims

1. A method of adaptive advertising, comprising:

obtaining at least one of demographic and behavioral profiles of a plurality of individuals in an environment; and

adjusting an advertising strategy in the environment of one or more products based upon the demographic and behavioral profiles of the plurality of individuals.

2. The method of claim 1, wherein said obtaining demographic profiles comprises obtaining information related to age bands of the individuals, social class bands of the individuals, gender of the individuals, or a combination thereof.

3. The method of claim 2, further comprising obtaining information regarding location of each of the plurality of individuals in the environment.

4. The method of claim 1, wherein said obtaining behavioral profiles comprises estimating a gaze direction of each of the plurality of individuals.

5. The method of claim 4, wherein said estimating a gaze direction comprises:

capturing facial images of each of the plurality of individuals; and

fitting active appearance models to the captured facial images of the individuals.

6. The method of claim 5, comprising obtaining information regarding an articulated motion, a facial expression, or a combination thereof from the facial images of the individuals.

7. The method of claim 4, wherein said behavioral profiles comprise information related to interaction of individuals with the one or more products, products displays, or a combination thereof.

8. The method of claim 7, wherein the information related to interaction of individuals comprises time spent by individuals in browsing the products displays, time spent by individuals while interacting with the one or more products, number of eye gazes towards the one or more products or products displays, or a combination thereof.

9. The method of claim 1, comprising changing a location of the one or more products in the environment based upon the demographic and behavioral profiles of the individuals.

10. The method of claim 1, comprising changing a design, a quality, or a combination thereof of the one or more products based upon the demographic and behavioral profiles of the individuals.

11. A method of enhancing sales of one or more products in a retail environment, comprising:

obtaining information regarding behavioral profiles of a plurality of individuals visiting the retail environment;

analyzing the obtained information regarding the behavioral profiles of the individuals; and

changing at least one of an advertising strategy or a product marketing strategy of the one or more products in response to the information regarding the behavioral profiles of the plurality of individuals.

12. The method of claim 11, wherein said obtaining information comprises capturing a video imagery of the individuals interacting with the one or more products, product displays, or a combination thereof.

13. The method of claim 11, comprising obtaining information regarding number and location of the plurality of individuals visiting different sections of the retail environment.

14. The method of claim 11, wherein said obtaining information regarding the behavioral profiles comprises obtaining information related to interaction of the individuals with the one or more products or with product displays.

15. The method of claim 14, wherein the information related to interaction of individuals comprises gaze direction of the individuals, time spent by individuals in browsing the product displays, time spent by individuals while interacting with the one or more products, number of eye gazes towards the one or more products or the products displays, or a combination thereof

16. The method of claim 11, wherein said analyzing the obtained information comprises detecting a level of interest of the individuals towards the one or more products based upon the obtained information regarding the behavioral profiles of the individuals.

17. The method of claim 11, wherein said changing the advertising strategy comprises customizing the product displays based upon the behavioral profiles of the individuals.

18. The method of claim 11, wherein said changing the product marketing strategy comprises changing a location of the one or more products in the retail environment, changing a design or a quality of the one or more products, or a combination thereof.

19. An adaptive advertising and marketing system, comprising:

a plurality of imaging devices, each device being configured to capture an image of one or more individuals in an environment; and

a video analytics system configured to receive captured images from the plurality of imaging devices and to extract at least one of demographic and behavioral profiles of the one or more individuals to change at least one of an advertising or a product market strategy of one or more products.

20. The adaptive advertising and marketing system of claim 19, wherein the plurality of imaging devices comprises still cameras or video cameras disposed at a plurality of locations within the environment.

21. The adaptive advertising and marketing system of claim 19, wherein the demographic profiles comprise information related to age bands of the individuals, social class bands of the individuals, gender of the individuals, or a combination thereof.

22. The adaptive advertising and marketing system of claim 19, wherein the behavioral profiles comprise information related to interaction of the individuals with the one or more products or with product displays.

23. The adaptive advertising and marketing system of claim 22, wherein the information related to interaction of individuals comprises gaze direction of the individuals, time spent by individuals in browsing the product displays, time spent by individuals while interacting with the one or more products, number of eye gazes towards the one or more products or the products displays, or a combination thereof.

24. The adaptive advertising and marketing system of claim 22, wherein the video analytics system employs a statistical model configured to determine an emotional state of the individuals based upon the information related to interaction of the individuals with the one or more products or with the product displays.

25. The adaptive advertising and marketing system of claim 23, wherein the video analytics system is configured to estimate the gaze direction of the individuals by fitting a face model to facial images of the individuals.

26. The adaptive advertising and marketing system of claim 25, wherein the face model comprises an active appearance model (AAM).

27. The adaptive advertising and marketing system of claim 19, wherein the plurality of imaging devices are configured to obtain information regarding number and location of the one or more individuals visiting different sections of the environment.

28. The adaptive advertising and marketing system of claim 19, wherein the video analytics system comprises a processor configured to analyze the demographic and behavioral profiles of the one or more individuals and to develop a modified advertising or a product market strategy of the one ore more products.

29. The adaptive advertising and marketing system of claim 28, comprising a display coupled to the video analytics system and configured to display the modified advertising or a product market strategy of the one or more products.

30. The adaptive advertising and marketing system of claim 29, comprising a controller configured to control content of products displays of the one or more products based upon the modified advertising strategy.