Gauging consumer interest of in-person visitors

Patent metadata

Field	Value
Publication number	US-10839417-B2
Application number	US-201615073277-A
Country	US
Kind code	B2
Filing date	Mar 17, 2016
Priority date	Mar 17, 2016
Publication date	Nov 17, 2020
Grant date	Nov 17, 2020

Abstract

Gauging consumer interest of in-person visitors is described. In one or more embodiments, a promotional apparatus having a display screen and a wireless beacon is deployed at a venue. The promotional apparatus presents a video having multiple video segments. During the presentation, the beacon and a mobile device of a venue visitor communicate wirelessly to determine a proximity of the visitor to the display screen. Multiple distances are determined at multiple times. A path of movement can be determined from the distances over time. If the visitor alters a direction of travel to veer toward the screen or stops walking close to the screen, a system infers that the video has engaged the visitor's attention. By linking particular video segments to times at which the mobile device is proximate to the display screen, the system can further infer consumer interest in specific product features being shown at those times.

First claim

What is claimed is:

1. A computing device operative in a digital medium environment in which in-person visitor behavior is monitored, the computing device comprising:
a processing system; and
a computer-readable storage medium having instructions stored thereon that, responsive to execution by the processing system, causes the processing system to perform operations including:
receiving consumer interest indicators relating to an apparatus deployed to present a video at a venue, the consumer interest indicators including multiple visitor identifiers respectively associated with multiple distances, each distance of the multiple distances indicative of a proximity of a mobile device to the apparatus;
determining linkages between video segments of the video presented sequentially at the venue over time and the multiple distances, each linkage linking a distance of the multiple distances between the mobile device and the apparatus in relation to a playing of a respective said video segment of the video;
determining visitor interest in at least one product feature from different product features of a product based on the determined linkages indicating which video segment of the video segments inspire visitor interest at the venue, the video segments corresponding to the different product features of the product, respectively; and
reporting the determined visitor interest in the at least one product feature of the product corresponding to a video segment of the video segments and at least one additional product feature corresponding to another video segment of the video segments that was missed by a visitor.

2. The computing device as described in claim 1 , wherein the determining of the linkages comprises using multiple time stamps that are respectively associated with the multiple distances to link each distance of the multiple distances to a video segment that the apparatus was playing when the linked distance was determined.

3. The computing device as described in claim 1 , wherein the reporting comprises communicating the visitor interest in the at least one product feature as gauged by an apparent willingness of visitors to watch at least one of the video segments of the video.

4. The computing device as described in claim 1 , wherein determining the visitor interest in the at least one product feature of the different product features comprises analyzing the consumer interest indicators and the linkages over time based on particular distances of the multiple distances that are jointly associated with a particular visitor identifier of the multiple visitor identifiers, the particular distances are representative of a path of movement of the mobile device associated with the particular visitor identifier.

5. The computing device as described in claim 1 , wherein determining the visitor interest in the at least one product feature of the different product features comprises detecting engagement by visitors with the video based on mobile devices of the visitors at least slowing in movement within a proximity of the apparatus.

6. The computing device as described in claim 1 , wherein determining the visitor interest in the at least one product feature of the different product features comprises incorporating a direction of travel factor and a proximity of non-motion factor.

7. In a digital medium environment, a method implemented by at least one computing device, the method comprising:
causing, by the at least one computing device, a video having video segments to be presented on a display screen of an apparatus at a venue sequentially over time, the video segments corresponding to different product features of a product, respectively;
obtaining, by the at least one computing device, data describing multiple distances at multiple time stamps, each distance of the multiple distances representative of a proximity of a mobile device to the apparatus at a respective time stamp of the multiple time stamps;
linking, by the at least one computing device, the multiple time stamps and the multiple distances with respective video segments of the video segments;
analyzing, by the at least one computing device, visitor interest based on the linking, the analyzing includes determining visitor interest in a particular product feature from the different product features of the product based on a distance that is respectively linked to a video segment corresponding to the particular product feature; and
outputting in a user interface, by the at least one computing device, a result of the determined visitor interest in the particular product feature of the product and at least one additional product feature that was missed by a visitor.

8. The method as described in claim 7 , further comprising categorizing an interest level of the visitor based on a path of movement of the mobile device within the venue, the path of movement representative of directions of travel and positional proximities of the mobile device with respect to the apparatus.

9. The method as described in claim 7 , wherein:
the obtaining comprises obtaining the multiple distances at the multiple time stamps for multiple in-person visitors; and
the analyzing includes determining an interest level in the video across the multiple in-person visitors.

10. A mobile device operative in a digital medium environment, the mobile device comprising:
a beacon detection module implemented using a processing system and computer-readable storage medium to detect a beacon that is in wireless range, the beacon associated with an apparatus that is:
adapted to present video segments of a video sequentially over time on a display screen of the apparatus, the video segments corresponding to different product features of a product, respectively; and
configured to broadcast an apparatus identification;

a proximity determination module configured to determine a distance to the beacon; and
a reporting module configured to:
associate the apparatus identification and the distance with a visitor identifier and a time stamp, and
report visitor interest in at least one product feature of the product corresponding to a video segment of the video segments and at least one additional product feature corresponding to another video segment of the video segments that was missed by a visitor.

11. The mobile device as described in claim 10 , wherein the distance comprises a distance range.

12. The mobile device as described in claim 11 , wherein the distance range comprises a distance category of multiple distance categories.

13. The mobile device as described in claim 10 , wherein the apparatus identification comprises a beacon identifier.

14. The mobile device as described in claim 10 , wherein:
the proximity determination module is further configured to determine the distance to the beacon with regard to a time stamp; and
the reporting module is further configured to report the distance in association with the time stamp.

15. The mobile device as described in claim 10 , wherein:
the proximity determination module is further configured to determine the distance to the beacon at intervals; and
the reporting module is further configured to report the distance at the intervals in accordance with a heartbeat scheme.

16. The mobile device as described in claim 10 , wherein:
the proximity determination module is further configured to determine a position of the mobile device at least with respect to the beacon; and
the reporting module is further configured to report the position in association with the visitor identifier and the apparatus identification.

Assignees

• Adobe Inc

Inventors

• Duggal Ashish
• Soni Sachin
• Stringham Russell R
• Dhawan Anmol

Classifications

• H04N21/4126

  The peripheral being portable, e.g. PDAs or mobile phones · CPC title

• H04N21/41415

  involving a public display, viewable by several users in a public space outside their home, e.g. movie theatre, information kiosk · CPC title

• G06Q30/0242 Primary

  Determining effectiveness of advertisements · CPC title

• H04N21/8547

  involving timestamps for synchronizing content · CPC title

• H04N21/4524

  involving the geographical location of the client (retrieval from the Internet by querying based on geographical locations G06F16/9537; systems specially adapted for using geographical information in broadcast systems H04H60/70; protocols in which the network application is adapted for the location of the user terminal in communication control or processing H04L67/52; services making use of the location of users or terminals in wireless networks H04W4/02; locating users or terminals in wireless networks H04W64/00) · CPC title