Google acquires patent as a free transfer and taxi to a real store as a new advertising strategy

ByMcluhan 69

Google, the leader in the online advertising industry, even in the third quarter of 2013$ 14.9 billion (about 1.5 trillion yen)We are raising the huge amount of sales. Such Google acquired a new patent on advertising technology on January 14, 2014, the content of which is a service of bringing customers who are likely to be online advertisements to a real store by taking a taxi free or discounted It was revealed.

Patent US 8630897 - Transportation-aware physical advertising conversions - Google Patent Search
https://www.google.com/patents/US8630897

Google ad patent would offer e-shoppers a free taxi to stores | Technically Incorrect - CNET News
http://news.cnet.com/8301-17852_3-57617797-71/google-ad-patent-would-offer-e-shoppers-a-free-taxi-to-stores/

Although online shops that can do shopping without actually going up have increased, it is said that there is a trend towards a decrease in the number of visitors at existing retail stores. Therefore, in addition to traditional online advertisement, Google is devising a system that aims at guiding to a real store and aiming at acquiring sales by "welcoming" prospective customers.

ByRennett Stowe

For example, the screen image of the e-coupon is as follows. A restaurant called "A" offers e-coupons "50% appetizer for guests ordering lunch" as a lunch service of the day, but under it there is also a "free shuttle taxi service available" Words are listed. Below that there is a button labeled "GET ME THERE!", And when a consumer wanting to use the service clicks the button, the taxi can go to the pickup point and deliver it to the shop .


Consumers can use discounts on coupons, which makes it possible for shops to increase customer numbers and increase sales so that both sides benefit from it. In this case, however, "cost effectiveness It is a problem of. The restaurant side needs to minimize the taxi cost and as much as we need to profit from the price paid by the consumer for meals, the algorithm developed by Google plays an important role here.

The algorithm is based on the distance between the prospective customer's current position (410 in the figure) and the shop A (310 in the figure), the usual action pattern, the schedule of the day, the positional relationship between the competing store B (320 in the figure) It calculates the profit obtained by the service offering in real time and then presents the advertisement when the profit remains in the store. In addition, for stores A and B, it seems that a mechanism like bidding for obtaining better conditions is also included.


In the future, ant possibility that fully automated driving vehicles currently being developed by Google to this free taxi may also be used. Although it seems likely to attract attention as a new advertising system that can carry out effective reach to prospective customers using the merit unique to IT technology, it is inevitable that it will also become closely related to individual privacy at the same time, Issues such as operation and protection of personal information seems to be few problems.

ByMark Doliner