Commentary

Yahoo Patent Brings Online Ad Targeting To Billboards

A Yahoo patent could bring targeting and tracking capabilities to out-of-home (OOH) advertising.

The recently updated patent describes a method of real-time advertising in public spaces.

Rather than rely on personalization used in online advertising, the model uses "grouplization," which Yahoo's investors describe as advertising content based on aggregate representation of the target audience gathered from real-time events.

"Using image recognition techniques, information about the makes and models of the vehicles could be used to further inform the selection of advertisements by including real-time information that correlates with demographic characteristics of at least some of the target audience," according to the patent.

The ads could be delivered through ad exchanges or through direct relationships and deals with ad partners, per the patent.

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This advertising model also offers three methods to measure engagement. The first relies on sensor data associated with a public advertising display or billboard. It would measure engagement by identifying that a specific number of individuals were in a position to view the advertising content. In that case the placement of that content could be considered successful.

Another measurement possibility would infer from sensor data that one or more individuals slowed down, paused, or interacted with the advertising content. The technology would report a "conversion events for which the advertiser would be charged."

In a third example, the demographic information of an audience can be derived from sensor data and correlated with a particular time of day and one or more days of the week. This information can be used by, for example, a publisher to market that advertising channel to advertisers or as the basis for demonstrating that a particular demographic was successfully delivered to a particular advertiser. 

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