COVID-19: How Apps, QR Codes, Robotics, and AI are Being Used to Fight the Pandemic
Today, the United States broke 100,000 confirmed COVID-19 cases, surpassing every other country in the world. New York City reports the highest volume of 911 calls since 9/11.
Ending this global pandemic quickly will require attacking it from every angle. Today, we will examine the technological non-pharmaceutical interventions (NPIs) deployed by countries across the world to help slow the spread of COVID-19.
We’ll be looking extensively at China’s deployment of:
- Live Tracking Maps and Apps
- QR Codes
- Drones
- Robotics
- Facial Recognition, AI, and Supercomputing
We will also touch on:
- A South Korean App: Corona 100M
- Singapore's App: TraceTogether
- Apps from Bolivia, India, Vietnam, Oman, Saudi Arabia, and Brazil
China
Live Tracking Maps and Mobile Apps
China’s tech giants (Baidu, Tencent,) as well as the Chinese National Health Service developed live tracking apps early in the pandemic that show users hyper-local data. Based on their current location, users can see nearby suspected, confirmed, and recovered cases of COVID-19. They can drill down on nearby cases to the date of infection, distance from current location, street address, and building number.
Users can also scan their immediate area (a community complex, or neighborhood) and get the number of nearby cases, their status, the date and time of infection, and specific locations the patients had prior contact with such as stores or restaurants.
These apps have seen widespread adoption across nearly all of China’s major metropolitan areas, helping to educate healthy residents on zones to avoid, reducing potential infections.
Baidu and Tencent have also launched TeleHealth services that provide free health consultation services to provide quick diagnosis tools for suspected patients.
An Extension to China’s Already Extensive QR Code Strategy
Anyone who's spent a meaningful amount of time in China in the past five years knows that QR codes are very much a way of life. From mobile payments to advertisements, QR codes can be found almost everywhere you look.
Now, China has extended this QR code system to assign citizens a colored code (green, yellow, or red) based on travel history, time spent in an outbreak zone, and relationships to infected individuals.
Green allows for free movement, where yellow and red represent quarantine restrictions. The color code is updated nightly and checked when accessing community facilities, restaurants, office buildings, public spaces, and more.
The ethicality and accuracy of this system have been criticized, citing potential mislabeling and a lack of transparency into the system’s methodology (SCMP).
A local report shows more extensive use of QR codes as a system to track movement and surveil residents that extends into nearly every facet of daily life.
While ordering food in-person at a McDonalds in Nanjing, customers are required to scan a posted QR code and submit a form detailing whether they’ve been to Hubei Province (the outbreak epicenter) in the last 14-days, their state-issued ID number, and their contact information.
When receiving a to-go order, the food is sealed with a label that logs the name of the cook, the person delivering the order, and a confirmation that their body temperature was normal (below 37.3°C/99.1°F).
When riding on the metro, passengers are requested over the PA system to scan a QR code posted on the window of each cart, logging the time, metro cart number, and various trip details. This system likely acts as surveillance on the movement of people and a warning system to retroactively notify passengers should they have come near a later confirmed case. Many public spaces also mandate a QR code scan for digital contact tracing of any future infected cases.
Drones
Drones have been used in China in a multitude of applications through their epidemic.
Drones are commonly seen mounted with loudspeakers broadcasting public announcements, dispersing crowds of people, and even scolding citizens without masks on or violating other public health measures. Recently, drones have been used in Italy and Spain in this same fashion.
Drones are also used to scan crowds of people, even identifying persons in need of medical attention. Mounted with thermal cameras, drones can also check the body temperatures, similar to how newly deployed Chinese Police's smart helmets can scan crowds and match names and faces with body temperatures.
Custom and repurposed agricultural drones are being used to disinfect critical areas such as factories, residential areas, hospitals, and waste treatment plants. Drone manufacturer DJI has sprayed 3 million square meters (1.15 square miles) with disinfectant in Shenzhen, DJI’s headquartered city, and is helping 1,000 counties in China adopt the spray method. DJI claims this spraying method can be “50 times faster than traditional methods,” and intends to help disinfect 600 million square meters (232 square miles) across the country (DJI). The effectiveness of wide-scale disinfecting is questioned by some.
Robotics
Both autonomous and collaborative robots have been deployed in multiple ways across China, improving efficiency and minimizing human interaction.
In foodservice, these robots have been seen cooking rice, delivering food to healthcare workers, and acting as waiters bringing meals from kitchen to table without the need for a human (Business Insider).
In hospitals in the Guangdong province, robots are acting as COVID-immune medicine delivery vehicles, minimizing possible hospital transmission. In Hubei, hospital robots are spraying disinfectant in isolation wards, ICUs, and operating rooms. In Shenyang, robots are checking temperatures of patients.
Self-driving robots are also delivering supplies to hospitals treating COVID-19 patients, though seemingly only over short distances.
Facial Recognition, AI, and Supercomputing
In early March, Reuters interviewed the Chinese company, Hanwang Technology Ltd, which has produced technology that can recognize people even while wearing masks.
The company’s Vice President Huang Lei told Reuters that the system can “identify everyone in a crowd of 30 people within a second," to a 95% recognition rate with masks on, and 99.5% without masks on. Coupled with temperature sensors, the technology can log the identities of anyone passing by with a fever.
In early March, Hanwang Technology Ltd claimed they had 200 clients in Beijing, including law enforcement, and expected many more across 20 provinces of China to install it soon (Reuters).
Meanwhile, China’s tech giant Tencent (and others) has also opened up their supercomputing resources to assist researchers in accelerating the timeline to find a cure. Another supercomputer-powered AI technology can give an early COVID-19 diagnosis in 10 seconds, based on a patient’s CT scan, to a reported 80% accuracy.
Aside: China's Other Mitigation Strategies
The topic of this article is related to technological interventions, but we would be missing a big part of China's suppression strategy if we did not mention other NPIs the country is using.
These include:
- Compulsory public mask use for citizens, by region (SCMP)
- Reporting of body temperatures, compulsory mask use, and distancing of employees returning to work (Time)
- Plastic shielding in rideshares (NBC)
- Extensive state-sponsored public messaging displays (NPR)
- Temperature screenings at freeway exits, building entrances, supermarket entrances, and neighborhood entrances, though its effectiveness has been questioned (Source 1, 2)
- Barring non-residents and guests from residential communities, sometimes even requiring passwords for entry and passes for leaving (NYT)
- Barring some pharmacies (varies by region) from selling analgesics to force people with symptoms to seek treatment at hospitals (NYT)
- China closes its borders to most foreigners, suspending some existing Visas, March 26th (CNN)
South Korea
South Korea has been the global poster-child for the effective outbreak control of COVID-19. How was it done? Some of the highest per-capita testing numbers, targeted isolation, and swift proactivity from the government are likely the biggest drivers.
But a wildly popular South Korean app, Corona 100M, likely played a part as well. Sourcing its data from public information and the Korea CDC, the app allows people to view individual case data: when they were infected, their nationality, gender, age, and where they visited. This data is then geo-referenced to show users how close they are areas the virus has been.
The app gets its name from one of its core features, a push-notification when the user comes within 100M (328 feet) of a place where an infected person recently was.
According to Google Play, the app was downloaded over 1M times in February, reaching as high as “20,000 downloads per hour” as Bae Won Seok, one of the developers states. This type of readily accessible, hyper-local, and easy to understand data likely played slowing the spread of the virus through public awareness and education.
Singapore
The Government of Singapore has developed an app that uses Bluetooth signals to provide a more privacy-oriented contact-tracing mobile app.
Using a device’s Bluetooth signals, this app works in the background to create private networks of encrypted data that can help to identify anyone that an infected person came within proximity (Bluetooth range) with.
For this Bluetooth networking technology to work effectively, a large portion of the population must have this app downloaded and running in the background. It’s a more passive form of app-based contact tracing, exchanging live public-facing data (as seen in China and SK apps) for more privatized data.
This technology seems similar to how Tile’s Crowd Map currently work, and likely how Apple’s rumored tracking tags would work.
Rest Of World
A handful of countries now have government-developed or sponsored COVID-19 tracking apps that are readily available on the Apple and Google App Store. The image above shows the app from the Bolivian Government, providing its citizens with symptom information, live statistics, news, and emergency resources.
The countries of India, Vietnam, Oman, Saudi Arabia, and Brazil (not pictured) also have similar apps that vary in complexity.
The Bottom Line
It’s great to see so many countries actively adopting technological NPIs to slow the spread of this public health crisis.
Many point to China and Korea as examples of effective mitigation of COVID-19 and look to use the infection data as examples to forecast the impacts of COVID-19 on other countries. When doing so it is important to also keep in mind the interventions at play in each respective country.
Much of the technology deployed in China would have a hard time finding support in America, raising serious concerns over government control and privacy rights. The data used to build South Korea’s Corona 100M might also have a hard time finding the public eye in America due to privacy and HIPAA laws.
We’re going to leave you with a question—should America pursue a more active, organized approach in deploying technology to combat COVID-19 and to what extent will this alter the narrative of privacy in the future?
If you’d like to read more about adapting your business and marketing strategy for COVID-19, please check out my earlier post on the subject. Thank you to all of our healthcare, grocery store, restaurant, and delivery workers out working the front lines.
Half Past Nine is a modern strategy firm focused on technology and digital marketing. Subscribe to our newsletter for more of this, delivered to your inbox. Reach out to us to learn more about what we can do for your business.
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Facebook Ads Bidding Strategies can either make or break your advertising campaign. If you've been struggling with getting the best results, understanding the benefits and drawbacks of each strategy can save you both time and money. The right bidding strategy can help you reach your target audience more effectively and get the most out of your advertising budget.
Each bidding strategy has its unique benefits and challenges. Some are great for maximizing visibility, while others prioritize cost-efficiency. Choosing the right one depends on your specific goals, whether that's more clicks, better engagement, or higher sales. Knowing the pros and cons of each strategy will help you make informed choices that benefit your business.
This article will guide you through five key Facebook Ads Bidding Strategies. You’ll learn about their benefits, drawbacks, and how to pick the one that suits your campaign objectives. By the end, you’ll have a clear understanding of which strategy will help you achieve your advertising goals effectively.
Understanding Facebook Bidding Mechanics
Facebook bidding is essential for advertising success. It involves auctions where advertisers compete for ad placements. Understanding key elements like Auction Dynamics and Different Bidding Strategies is crucial.
Auction Dynamics and How Bids Work
In Facebook's auction, ads compete based on bids, estimated action rates, and ad quality. Bid represents how much you're willing to pay for a specific action (like clicks, views, or conversions). The Cost Per Result adjusts based on competition.
Bid Cap lets advertisers set a maximum bid. This ensures spending control but may limit campaign reach. Meta bidding strategies, like Lowest Cost and Target Cost, help optimize for specific goals, balancing cost and performance.
Factors influencing the auction include:
- Bid amount
- Ad relevance
- Estimated action rates
Exploring Different Bidding Strategies
Advertisers can choose from several Facebook bidding strategies. The Lowest Cost strategy aims to get the most results for the lowest price but may lack spending control. The Cost Cap strategy helps maintain an average cost while driving results.
The Bid Cap strategy is useful for high-control needs, letting you set the max bid per action but it might restrict delivery. Target Cost aims for a stable cost per action, ideal for steady budget planning.
Choosing the right strategy depends on your campaign goals, budget, and desired Cost Per Result. Evaluate each option to find the best fit for your needs.
Implementing Bidding Strategies for Campaign Success
Successful implementation of bidding strategies can drive better results and optimize ad spend. Key factors include setting appropriate bid caps, maximizing returns using ROAS goals, and balancing volume and value.
Setting the Right Bid Cap for Your Campaign
Setting the right bid cap involves determining the maximum amount you are willing to pay for a result. This ensures costs don't exceed the budget. Bid caps can help control spending and improve efficiency.
- Analyze past performance: Review historical data to identify the highest bid that achieved desired results.
- Adjust as needed: Be flexible to change bid caps based on real-time campaign performance.
- Consider the competition: Higher bid caps might be necessary in competitive markets.
Maximizing Returns with ROAS Goals
Use the Return on Ad Spend (ROAS) bid strategy to drive maximum returns. ROAS goals ensure that every dollar spent on ads generates a specific amount of revenue.
- Calculate target ROAS: Set a realistic ROAS based on past campaigns.
- Monitor and tweak: Regularly check ad performance and adjust your ROAS goals to meet revenue targets.
- Balance quality and cost: High ROAS might limit reach, so find a balance between cost and quality.
Balancing Volume and Value in Bidding
Balancing volume and value helps achieve the right mix of reach and profitability. Consider using both Highest Volume and Highest Value strategies.
- Highest Volume: Bids are set to get the most conversions, good for awareness and large-scale campaigns.
- Highest Value: Focuses on getting the highest-value conversions, suitable for targeting high-value customers.
By carefully implementing these strategies, advertisers can meet their campaign goals effectively.
5 Facebook Bidding Strategies: Benefits, Drawbacks, and Selection Guide
Static ads and dynamic ads serve different purposes in the world of marketing. Static ads are simple and stay the same at all times. They are easy to create and can be effective for straightforward messaging. But dynamic ads offer customization, changing their content to fit the audience's preferences and behaviors.
Dynamic ads might seem complicated, but they bring better results by targeting specific groups with personalized messages. This means higher engagement rates and more conversions. Static ads, on the other hand, are less effort to produce but may not capture attention as effectively.
Deciding between static and dynamic ads depends on the brand's goals and resources. Each has its strengths and can be powerful if used appropriately in a marketing strategy.
Understanding Static and Dynamic Ads
Static ads and dynamic ads serve different purposes in digital marketing. Each has unique features and benefits that cater to varied marketing needs.
Exploring Static Image Ads
Static image ads are straightforward. They are typically still images that do not change once created. These ads are ideal for conveying a clear, unchanging message or brand image.
A static image can include text, graphics, and logos, and is often used on websites and social media platforms.
Advantages of Static Images
- Consistency: The message remains the same, which can be useful for brand recognition.
- Simplicity: They are simple to create and often cost less than dynamic ads.
- Predictability: Once the ad goes live, what you see is what you get.
Unpacking Dynamic Advertising
Dynamic ads are more complex. They can change content in real-time based on user data and behavior. Unlike static ads, dynamic ads can alter images, text, and calls to action depending on who is viewing the ad.
Benefits of Dynamic Ads
- Personalization: Content can be tailored to each user, potentially increasing engagement.
- Flexibility: They can show different messages to different audiences without creating multiple ads.
- Efficiency: They adapt to user preferences, making the ad experience more relevant.
Comparative Analysis and Use Cases
Static and dynamic ads offer different benefits and limitations. This comparison will help you understand where and how to use each type effectively in your marketing strategy.
Static Images Vs. Videos
Static images are simple and quick to create. They load faster than videos, which is great for mobile users and slow internet connections. They allow for clear, focused messages without distractions.
Videos, on the other hand, capture attention better with motion and sound. They convey more information in a short time. Videos are more engaging and can demonstrate products or services in action.
Leveraging Opportunities for Static Ads
Static ads are useful in various scenarios. Billboards are a great example, as they need to be read quickly. Print ads in magazines and newspapers also benefit from static images. Online banners are often more effective when static, as they load quickly and are less intrusive.
Static ads are best when the message is straightforward. They work well for short calls to action like "Buy Now" or "Sign Up." Visually, they should be clean and uncluttered to convey the message quickly.
