WO2014037764A1 - Client controlled advertising system with market feedback - Google Patents

Client controlled advertising system with market feedback Download PDF

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Publication number
WO2014037764A1
WO2014037764A1 PCT/IB2012/054690 IB2012054690W WO2014037764A1 WO 2014037764 A1 WO2014037764 A1 WO 2014037764A1 IB 2012054690 W IB2012054690 W IB 2012054690W WO 2014037764 A1 WO2014037764 A1 WO 2014037764A1
Authority
WO
WIPO (PCT)
Prior art keywords
advertising
remote
advertising system
server
detection means
Prior art date
Application number
PCT/IB2012/054690
Other languages
French (fr)
Inventor
Tsz Wai MA
Hon Yuen CHAN
Original Assignee
Upost2 Limited
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Upost2 Limited filed Critical Upost2 Limited
Priority to PCT/IB2012/054690 priority Critical patent/WO2014037764A1/en
Publication of WO2014037764A1 publication Critical patent/WO2014037764A1/en

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Classifications

    • G—PHYSICS
    • G09—EDUCATION; CRYPTOGRAPHY; DISPLAY; ADVERTISING; SEALS
    • G09F—DISPLAYING; ADVERTISING; SIGNS; LABELS OR NAME-PLATES; SEALS
    • G09F27/00—Combined visual and audible advertising or displaying, e.g. for public address
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G—PHYSICS
    • G09—EDUCATION; CRYPTOGRAPHY; DISPLAY; ADVERTISING; SEALS
    • G09F—DISPLAYING; ADVERTISING; SIGNS; LABELS OR NAME-PLATES; SEALS
    • G09F27/00—Combined visual and audible advertising or displaying, e.g. for public address
    • G09F27/005—Signs associated with a sensor
    • G—PHYSICS
    • G09—EDUCATION; CRYPTOGRAPHY; DISPLAY; ADVERTISING; SEALS
    • G09F—DISPLAYING; ADVERTISING; SIGNS; LABELS OR NAME-PLATES; SEALS
    • G09F27/00—Combined visual and audible advertising or displaying, e.g. for public address
    • G09F2027/001—Comprising a presence or proximity detector

Definitions

  • This invention relates to digital advertising display systems.
  • Digital advertising displays units are widely used in public locations such as malls, buses, airports etc. In the simplest form, they have a digital display and a module capable of playing a set program of digital media from a data memory, such as a flash card. In a more advanced form, the display units are remotely programmable and connected to a central server via a network connection (Hylin, 1997). Even more refined are those that are programmable by the end user, the advertisers themselves, via a web-based user interface.
  • Published patent applications by Rogers (2009), Casalli (2005) and Munro (2008) all disclose similar systems capable of delivering promotional material and a play schedule from a server to a plurality of external display units via a network connection.
  • the system is also capable of being instructed directly by the end user who can log in via a web-based interface.
  • such a system would also be capable of offering the area targeted advertising in locations where it is more effective.
  • Pavlovic (2009), whereby the system will consider conditions such as weather, temperature and time of day at each remote advertising unit and thereby adapt the advertising message.
  • the primary object of this invention is to provide a system for client controlled remote advertising with system feedback, using observational methods such as face detection technology to measure effectiveness.
  • the system comprises a web-based server for hosting software for system management and user interface, for receiving and storing advertising content uploaded from users via the web-based interface or smartphone apps, creating content programs and communicating content programs at predetermined intervals to a plurality of remote advertising units.
  • the remote advertising units each comprise a computer with means for wirelessly receiving, storing and playing media content on a digital display unit such as a LDC display.
  • the remote advertising units further each comprise a detection unit for collecting information about useful metrics related to the effectiveness of the advertising and its location, and means of communicating the metrics back to the network server.
  • the detection system suitable for the present invention may comprise a camera connected to the computer and software for recognizing traffic density, passers- by walking speed, face angle detection or other market feedback metrics.
  • the remote advertising units further have means of wirelessly sending the market feedback to the web-based server.
  • the advertising service provider will be able to gather market information and offer data to support the value of certain tailored advertising packages, different premium levels etc.
  • Fig. 1 shows a schematic layout of the system according to the
  • Fig. 2 shows a schematic layout of the remote advertising units
  • a remote advertising system comprising a web-based server (2) for storing data and managing remote advertising.
  • a 'server' may be a physical computer in the traditional sense of the word but could also be a virtual unit, located somewhere or distributed over the internet (1), which is practical these days since such services are widely commercially available.
  • One main benefit of a web-based server is that it can be accessed from anywhere.
  • Such a web-based server service comprises hosting of a website including a user interface, which can be accessed either from a personal computer (9) or a smartphone (8) via a so-called app, provision of sufficient memory for storage of data in a database, and capability to upload and download data.
  • the web-based server also hosts computer software for managing customer accounts, creating advertising programs of user-provided advertising material, for distributing to the remote advertising units (3).
  • one or more remote advertising units (3) are located physically separate from the server (2), for example at the entrances of mall, train station and the like where passing pedestrian traffic is high.
  • the remote advertising units (3) are free-standing movable upright units about the height of a person, comprising an upright member (10) and a foot member (11) with a footprint large enough to give stability.
  • they are predominantly flat in design, with a front face having a display unit (5), placed close to a wall for example near an entrance with the flat front facing the pedestrian traffic.
  • They are equipped with an onboard computer (6) so they can be connected over a wireless data communication network and data can be transferred between the advertising units (3) and the server
  • the wireless communication means needs to be such that the advertising units
  • advertising units (3) can be distributed in several malls or shopping districts in a city, which means that the network coverage must be adequate so connection with the internet (1) can be ensured.
  • the most suitable technical solution for this purpose is to use mobile telephone technology with so-called 3G which is designed for fast data transfer over a broadband connection.
  • the onboard computers (6) are equipped with 3G communication units (7).
  • wireless communication commonly known as Wi-Fi can be used if the necessary infrastructure is available in all areas where the advertising units (3) are located.
  • Each onboard computer (6) is essentially identical to a regular personal computer and has a processor, memory storage and in- and out- ports for connection to external devices.
  • the computer (6) is especially adapted to receive data containing advertising content and store it.
  • the computer has a media player installed for playing media content.
  • a display unit (5) Located on the front face on the advertising unit (3) and connected to each onboard computer (6) is a display unit (5), which may be an LCD or LED display similar to those found in a regular laptop computer or flat-screen TV.
  • the display unit (5) is connected to the onboard computer (6) so that visual advertising content may be shown via the media player on the computer (6).
  • the connection to the computer (6) is preferably a parallel port.
  • a detection unit (4) which in the preferred embodiment is a digital camera.
  • the camera is preferably connected via a communication port such as USB to the computer (6) which has the necessary software installed to manage it.
  • the detection unit (4) is, in the preferred embodiment, connected to so-called face-recognition software, which together with the detection unit (4) is able to register passing pedestrian traffic metrics, such as for example number of passing people within a certain distance, number of people stopping and facing the advertising unit (3), or the number of people walking past the advertising unit (3) but turns their head to face the display unit (5).
  • the detection unit (4) is preferably placed near the display unit (5) and oriented so that it is facing in the same direction as the display unit (5).
  • the onboard computer (6) collects the market feedback information from the detection unit (4) and sends it to the server (2) where it is stored on the memory for analysis.
  • the market feedback information can be used to enhance the service for the users, for example to determine prime locations, prove efficiency, set price levels and offer tailored advertising packages based on efficiency.
  • remote advertising units (3) where at least one of them is installed directly on a wall.
  • remote advertising units (3) adapted to play advertising programs where the main media of information is audio or a combination of audio and video.

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  • Engineering & Computer Science (AREA)
  • Physics & Mathematics (AREA)
  • General Physics & Mathematics (AREA)
  • Theoretical Computer Science (AREA)
  • Business, Economics & Management (AREA)
  • Finance (AREA)
  • Development Economics (AREA)
  • Accounting & Taxation (AREA)
  • Strategic Management (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Game Theory and Decision Science (AREA)
  • Economics (AREA)
  • Marketing (AREA)
  • General Business, Economics & Management (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Information Transfer Between Computers (AREA)

Abstract

A system for client controlled remote advertising with system feedback, using face detection technology to measure effectiveness. The system comprises a web-based server for hosting software for system management and user interface, for receiving and storing advertising content uploaded from users via the web-based interface or smartphone apps, creating content programs and communicating content programs at predetermined intervals to a plurality of remote advertising units. The remote advertising units further each comprise a detection unit for collecting information about useful metrics related to the effectiveness of the advertising and its location, and means of communicating the metrics back to the network server. With the system capable of providing feedback data, the advertising service provider will be able to gather market information and offer data to support the value of certain tailored advertising packages, different premium levels etc.

Description

DESCRIPTION
Client Controlled Remote Advertising System with Market Feedback Technical Field
[0001] This invention relates to digital advertising display systems. Background Art
[0002] Digital advertising displays units are widely used in public locations such as malls, buses, airports etc. In the simplest form, they have a digital display and a module capable of playing a set program of digital media from a data memory, such as a flash card. In a more advanced form, the display units are remotely programmable and connected to a central server via a network connection (Hylin, 1997). Even more refined are those that are programmable by the end user, the advertisers themselves, via a web-based user interface. Published patent applications by Rogers (2009), Casalli (2005) and Munro (2008) all disclose similar systems capable of delivering promotional material and a play schedule from a server to a plurality of external display units via a network connection. The system is also capable of being instructed directly by the end user who can log in via a web-based interface. In theory such a system would also be capable of offering the area targeted advertising in locations where it is more effective. To a certain extent such a targeting system is disclosed by Pavlovic (2009), whereby the system will consider conditions such as weather, temperature and time of day at each remote advertising unit and thereby adapt the advertising message.
Summary of Invention
[0003] However what would be of greater benefit is a system capable of not only sending user generated advertisements, but also collect market feedback. The problem with current remote advertising systems is their unidirectional nature and therefore failure to provide information about their effectiveness across different locations
[0004] The primary object of this invention is to provide a system for client controlled remote advertising with system feedback, using observational methods such as face detection technology to measure effectiveness. The system comprises a web-based server for hosting software for system management and user interface, for receiving and storing advertising content uploaded from users via the web-based interface or smartphone apps, creating content programs and communicating content programs at predetermined intervals to a plurality of remote advertising units. The remote advertising units each comprise a computer with means for wirelessly receiving, storing and playing media content on a digital display unit such as a LDC display. The remote advertising units further each comprise a detection unit for collecting information about useful metrics related to the effectiveness of the advertising and its location, and means of communicating the metrics back to the network server. Systems for detection at various levels are at the time of writing commercially available and used in a variety of contexts such as on websites for scanning photos, in sport arenas and airports for security purpose, in cars for automotive sleep recognition and in advertising for intelligent signage. An example of manufacturer of such technology is Cognitec (2011) in Germany. The detection system suitable for the present invention may comprise a camera connected to the computer and software for recognizing traffic density, passers- by walking speed, face angle detection or other market feedback metrics. The remote advertising units further have means of wirelessly sending the market feedback to the web-based server.
[0005] With the system capable of providing feedback data, the advertising service provider will be able to gather market information and offer data to support the value of certain tailored advertising packages, different premium levels etc. Brief Description of Drawings
[0006]
Fig. 1 shows a schematic layout of the system according to the
preferred embodiment
Fig. 2 shows a schematic layout of the remote advertising units
according to the preferred embodiment.
Description of Embodiments
[0007] Referring to figure 1, according to a first embodiment of the invention, there is a remote advertising system comprising a web-based server (2) for storing data and managing remote advertising. It should be noted that a 'server' may be a physical computer in the traditional sense of the word but could also be a virtual unit, located somewhere or distributed over the internet (1), which is practical these days since such services are widely commercially available. One main benefit of a web-based server is that it can be accessed from anywhere. Such a web-based server service comprises hosting of a website including a user interface, which can be accessed either from a personal computer (9) or a smartphone (8) via a so-called app, provision of sufficient memory for storage of data in a database, and capability to upload and download data. The web-based server also hosts computer software for managing customer accounts, creating advertising programs of user-provided advertising material, for distributing to the remote advertising units (3).
[0008] Now turning to figure 2, one or more remote advertising units (3) are located physically separate from the server (2), for example at the entrances of mall, train station and the like where passing pedestrian traffic is high. In the preferred embodiment, the remote advertising units (3) are free-standing movable upright units about the height of a person, comprising an upright member (10) and a foot member (11) with a footprint large enough to give stability. Preferably they are predominantly flat in design, with a front face having a display unit (5), placed close to a wall for example near an entrance with the flat front facing the pedestrian traffic. They are equipped with an onboard computer (6) so they can be connected over a wireless data communication network and data can be transferred between the advertising units (3) and the server
(2) . The wireless communication means needs to be such that the advertising units
(3) can be separated from the server (2) by a considerable distance, for example advertising units (3) can be distributed in several malls or shopping districts in a city, which means that the network coverage must be adequate so connection with the internet (1) can be ensured. The most suitable technical solution for this purpose is to use mobile telephone technology with so-called 3G which is designed for fast data transfer over a broadband connection. The onboard computers (6) are equipped with 3G communication units (7). Alternatively, wireless communication commonly known as Wi-Fi can be used if the necessary infrastructure is available in all areas where the advertising units (3) are located.
Each onboard computer (6) is essentially identical to a regular personal computer and has a processor, memory storage and in- and out- ports for connection to external devices. The computer (6) is especially adapted to receive data containing advertising content and store it. The computer has a media player installed for playing media content.
Located on the front face on the advertising unit (3) and connected to each onboard computer (6) is a display unit (5), which may be an LCD or LED display similar to those found in a regular laptop computer or flat-screen TV. The display unit (5) is connected to the onboard computer (6) so that visual advertising content may be shown via the media player on the computer (6). The connection to the computer (6) is preferably a parallel port.
Also located on the front face of the advertising units (3), facing the passing pedestrian traffic and connected to each computer (6) is a detection unit (4) which in the preferred embodiment is a digital camera. The camera is preferably connected via a communication port such as USB to the computer (6) which has the necessary software installed to manage it. The detection unit (4) is, in the preferred embodiment, connected to so-called face-recognition software, which together with the detection unit (4) is able to register passing pedestrian traffic metrics, such as for example number of passing people within a certain distance, number of people stopping and facing the advertising unit (3), or the number of people walking past the advertising unit (3) but turns their head to face the display unit (5). The detection unit (4) is preferably placed near the display unit (5) and oriented so that it is facing in the same direction as the display unit (5).
The onboard computer (6) collects the market feedback information from the detection unit (4) and sends it to the server (2) where it is stored on the memory for analysis. The market feedback information can be used to enhance the service for the users, for example to determine prime locations, prove efficiency, set price levels and offer tailored advertising packages based on efficiency.
It will be apparent that various changes can be made without departing from the general scope of the invention as set out in the claim. Thus in an alternative embodiment there may be disclosed remote advertising units (3) where at least one of them is installed directly on a wall.
According to another embodiment it will be apparent for a person skilled in the art that there may be remote advertising units (3) using alternative methods of data communication, such as wifi, 3G, LAN, Bluettooth or the like.
According to yet another embodiment of the invention, there may be remote advertising units (3) adapted to play advertising programs where the main media of information is audio or a combination of audio and video.
Citation List
Patent Literature
[0009]
Rogers, S. (2009). US patent application no: US2009/0030972(A1).
Minneapolis, USA.
Casalli, H. J. (2005). WO publication no: W02005041083(A1). Bomporto,
Italy.
Munro, R. (2008). Patent application no: AU2008201061(A1). Brisbane,
Australia.
Pavlovic, M. (2009). Patent application no: DE102008021013(A1). Bretten,
Germany. Hylin, M. (1997). Publication no: W097/41546. Danderyd, Sweden.
Non-patent Literature
[0010] Cognitec, 2011: The Face Regonition Company [online]. Company brochure, available at http://www.cognitec-systems.de/fileadmin/cognitec/media/company/ Cognitec-Brochure.pdf

Claims

Claim 1
A client controlled remote advertising system comprising, a web-based server for storing data and managing remote advertising;
System software means installed on the server for hosting an online user interface, managing user accounts, receiving advertising instructions from users, compiling, storing and distributing advertising programs and collecting system feedback; a plurality of remote advertising units having computer means with wireless connection with the server for receiving advertising programs and sending system feedback; broadcasting means connected to the computer means for displaying advertising content received from the server; detection means connected the computer means for enabling system feedback, wherein the detection means is adapted to record human presence in the direct vicinity of the remote advertising unit.
Claim 2
The advertising system according to claim 1, wherein the detection means is a digital video camera using face recognition technology
Claim 3
The advertising system according to claim 2, wherein the face recognition technology is based on movement of an area Claim 4
The advertising system according to claim 2, wherein the face recognition technology is based on colour analysis
Claim 5
The advertising system according to claim 2, wherein the face recognition technology is based on geometry analysis
Claim 6
The advertising system according to claim 2, wherein the face recognition technology is based on blink detection
Claim 7
The advertising system according to claim 1, wherein the detection means works on the principle of detecting infrared radiation
Claim 8
The advertising system according to claim 1, wherein the detection means on the principle of detecting changes in light conditions
Claim 9
The advertising system according to claim 1, wherein the detection means on the principle of thermal imaging
Claim 10
The advertising system according to claim 1, wherein the detection means on the principle of computer vision.
PCT/IB2012/054690 2012-09-10 2012-09-10 Client controlled advertising system with market feedback WO2014037764A1 (en)

Priority Applications (1)

Application Number Priority Date Filing Date Title
PCT/IB2012/054690 WO2014037764A1 (en) 2012-09-10 2012-09-10 Client controlled advertising system with market feedback

Applications Claiming Priority (1)

Application Number Priority Date Filing Date Title
PCT/IB2012/054690 WO2014037764A1 (en) 2012-09-10 2012-09-10 Client controlled advertising system with market feedback

Publications (1)

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WO2014037764A1 true WO2014037764A1 (en) 2014-03-13

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PCT/IB2012/054690 WO2014037764A1 (en) 2012-09-10 2012-09-10 Client controlled advertising system with market feedback

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Cited By (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2018209566A1 (en) * 2017-05-16 2018-11-22 深圳市汇顶科技股份有限公司 Advertisement playback system and advertisement playback method
CN114553583A (en) * 2022-03-01 2022-05-27 恒安嘉新（北京）科技股份公司 Network security analysis system, method, equipment and storage medium

Citations (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2009116954A2 (en) * 2008-03-18 2009-09-24 Radiantrust Pte Ltd Method and system for distribution of barcode information for performing a transaction via a network
CN202025516U (en) * 2011-01-26 2011-11-02 启东金凤凰科技发展有限公司 Networked advertisement broadcasting device based on pattern recognition
CN202339691U (en) * 2011-11-02 2012-07-18 上海仙视电子有限公司 Police service monitoring advertising machine

Patent Citations (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2009116954A2 (en) * 2008-03-18 2009-09-24 Radiantrust Pte Ltd Method and system for distribution of barcode information for performing a transaction via a network
CN202025516U (en) * 2011-01-26 2011-11-02 启东金凤凰科技发展有限公司 Networked advertisement broadcasting device based on pattern recognition
CN202339691U (en) * 2011-11-02 2012-07-18 上海仙视电子有限公司 Police service monitoring advertising machine

Cited By (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2018209566A1 (en) * 2017-05-16 2018-11-22 深圳市汇顶科技股份有限公司 Advertisement playback system and advertisement playback method
CN114553583A (en) * 2022-03-01 2022-05-27 恒安嘉新（北京）科技股份公司 Network security analysis system, method, equipment and storage medium
CN114553583B (en) * 2022-03-01 2024-01-30 恒安嘉新（北京）科技股份公司 Network security analysis system, method, equipment and storage medium

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