AU2020202067A1 - Interactive advertising system - Google Patents

Abstract

An interactive advertising system and an interactive advertising method is provided. The interactive advertising system includes: a digital billboard, on which information may be displayed; and customer interaction means, separate to the digital billboard, through which the customer may interact with the system, wherein the digital billboard is updated at least in part through the interaction with the customer. <o 155 125 CHARITY_ 150111 I I 115 XY135 L - - - ------------------ Figure 1

Description

INTERACTIVE ADVERTISING SYSTEM

TECHNICAL FIELD [0001] The present invention relates to advertising. In particular, although not exclusively, the present invention relates to interactive advertising.

BACKGROUND ART [0002] Many potential customers choose to look at cars at car dealerships after hours. This may be convenient to the customer, particularly if the customer works during regular business hours. Certain customers may even deliberately choose to look at cars after hours, to avoid car salespeople, which are often found to be pushy.

[0003] A problem with customers in car dealerships after hours, is that a salesperson is generally unable to interact with the customer. As such, if a customer wishes to purchase a car, or simply obtain more information about a car, he or she is generally unable to do so. As such, car sales leads may get lost.

[0004] A further problem with customers in car dealerships after hours is that vehicles may be vandalized or damaged.

[0005] A problem with car dealerships more generally is that their advertising costs are generally high, and as they are unable to focus their advertising efficiently. In short, it is very difficult for car dealerships to focus their advertising where it provides the most benefit.

[0006] Accordingly, there is clearly a need for an interactive advertising system.

[0007] It will be clearly understood that, if a prior art publication is referred to herein, this reference does not constitute an admission that the publication forms part of the common general knowledge in the art in Australia or in any other country.

SUMMARY OF INVENTION [0008] The present invention is directed to interactive advertising systems and methods, which may at least partially overcome at least one of the abovementioned disadvantages or provide the consumer with a useful or commercial choice.

[0009] With the foregoing in view, the present invention in one form, resides broadly in an interactive advertising system including:

a digital billboard, on which information may be displayed; and customer interaction means, separate to the digital billboard, through which the customer may interact with the system, wherein the digital billboard is updated at least in part through the interaction with the customer.

[0010] Advantageously, the interactive advertising system provides targeted information and/or advertising to the customer, which is efficient and cost effective.

[0011] Preferably, the digital billboard is visible from an outdoor sales area, including a plurality of items for sale. The outdoor sales area may comprise a car dealership including a plurality of cars.

[0012] Preferably, the information includes one or more images.

[0013] Preferably, the customer interaction means includes a proximity sensor, for detecting proximity of a customer to an item for sale.

[0014] Preferably, the digital billboard is updated according to the item in which the customer is in proximity to.

[0015] Preferably, the system includes a remote server, including details of a plurality of items for sale, wherein the digital billboard is updated according to data from the remote server.

[0016] Preferably, the customer interaction means includes input means, in which the customer may enter data.

[0017] Preferably, each of a plurality of items is associated with a code, and the customer may enter a code associated with one of the items. The billboard may be updated according to the code.

[0018] The system may include a user device, which is also updated according to the code. The code may be entered on the user device.

[0019] The code may be displayed in relation to the item. The code may comprise a numerical code, a barcode and/or a QR code. Alternatively, the code may comprise a code emitted from a near-field communication (NFC) beacon.

[0020] The code may be provided by the customer to the system by text messaging. Further information relating to the item may be provided to the customer in response, also by text message.

[0021] Further information may be interactively provided to user through a graphical user interface.

[0022] Preferably, the system includes a video conference module, enabling the customer to communicate with a remote sales person. The video conference module may also be used to communicate with third party service providers.

[0023] Preferably, the system includes an incentives module. The incentives module may comprise a gift certificate module, wherein a gift certificate is provided to a customer in association with the purchase of an item. The gift certificate may be provided in advance of the purchase, but be activated upon completion of the purchase. Reward or membership cards can be converted into a gift certificate.

[0024] Preferably, the billboard is visible from a road, in at least one configuration. The billboard may be configured to display advertising to commuters on the road.

[0025] The billboard may be multi-sided, wherein at least one side is visible to the road.

[0026] The billboard may rotate, to provide multiple billboard configurations.

[0027] The item may be a car, and the billboard may be updated to illustrate photos of the car. However, any suitable item may be advertised with the billboard.

[0028] In another form, the invention resides broadly in an interactive advertising method including: determining a proximity of a customer to a first item of a plurality of items; updating a digital billboard according to the first item; determining a proximity of the customer to a second item of the plurality of items; updating the digital billboard according to the second item.

[0029] The step of determining the proximity of the customer may, for example, be performed according to data from a movement sensor, data from a proximity detector, or by movement in images from a camera.

[0030] The method may further comprise: receiving a code from the customer relating to a third item: and updating the digital billboard according to the third item.

[0031] In yet another form, the invention resides broadly in an advertising method including:

automatically identifying a vehicle of a plurality of vehicles in proximity to a digital billboard;

automatically generating content for the billboard according to the identified vehicle; and updating the billboard to display the automatically generated content such that it is visible by an occupant of the identified vehicle.

[0032] The method may include automatically identifying a plurality of vehicles, and selecting the vehicle from the plurality of identified vehicles.

[0033] The vehicle may be selected according to one or more characteristics of the vehicles.

[0034] The vehicle may be selected according to data associated with the vehicles. The data may include make, model, manufacture year, accessories, dates, time, distance and locations travelled, insurer, VIN number, a QR Code associated with the vehicle, a toll reader associated with the vehicle, a MAC address associated with the vehicle (either directly or indirectly), registration expiry and related data.

[0035] The vehicle may be identified according to a number plate of the vehicle. The vehicle may also be identified by a windscreen toll reader (e.g. an RFID tag), a VIN number reader, a MAC address of or associated with the vehicle, vehicle manufacturer, model, shape, age, vehicle grill, or colour.

[0036] The method may include capturing a plurality of images of a plurality of vehicles using a camera adjacent to a road, selecting an image from the plurality of images, and identifying the vehicle in the selected image.

[0037] The content may include an identifier of the vehicle.

[0038] The content may include number plate information of the vehicle.

[0039] The method may include identifying a type of the vehicle, wherein the content is generated according to the type of vehicle.

[0040] The content may include imagery corresponding to the type of vehicle.

[0041] The content may include a URL, wherein the occupant of the vehicle is able to retrieve further content according to the URL.

[0042] The further content may include a promotion customized according to the identified vehicle.

[0043] The further content may include a graphical user interface prompting the user to identify the vehicle.

[0044] The graphical user interface may be configured to obtain information from the occupant, and associate the information from the occupant with the vehicle.

[0045] The information from the occupant may include personal information.

[0046] The method may further include subsequently identifying the identified vehicle, and automatically generating further content according to the identified vehicle and the information from the occupant.

[0047] The identified vehicle may be subsequently identified in proximity to a second digital billboard, wherein the further content is displayed on the second digital billboard.

[0048] The method may include receiving a plurality of content, the method including selecting content of the plurality of content according to the identified vehicle.

[0049] In yet another form, the invention resides broadly in an advertising system including:

a digital billboard, on which information may be displayed; and a camera, for identifying a vehicle in proximity to the digital billboard;

wherein the billboard is configured to display content that is automatically generated according to the identified vehicle, such that the content is visible by an occupant of the identified vehicle.

[0050] The system may include a server or onsite computing device, wherein the occupant of the identified vehicle is able to interact with the server or onsite computing device according to the displayed content.

[0051] Any of the features described herein can be combined in any combination with any one or more of the other features described herein within the scope of the invention.

[0052] The reference to any prior art in this specification is not, and should not be taken as an acknowledgement or any form of suggestion that the prior art forms part of the common general knowledge.

BRIEF DESCRIPTION OF DRAWINGS [0053] Various embodiments of the invention will be described with reference to the following drawings, in which:

[0054] Figure 1 illustrates an advertising system, according to an embodiment of the present invention.

[0055] Figure 2 illustrates a screenshot of a menu screen of an application of the system of Figure 1, according to an embodiment of the present invention;

[0056] Figure 3 illustrates a screenshot of a vehicle information screen, according to an embodiment of the present invention;

[0057] Figure 4 illustrates a screenshot of a test drive booking screen, according to an embodiment of the present invention;

[0058] Figure 5 illustrates a screenshot of a compare price screen of the system of Figure 1, according to an embodiment of the present invention;

[0059] Figure 6 illustrates a screenshot of a gift certificate screen of the system of Figure 1, according to an embodiment of the present invention;

[0060] Figure 7 illustrates a screenshot of a services screen of the system of Figure 1, according to an embodiment of the present invention;

[0061] Figure 8 illustrates an advertising method, according to an embodiment of the present invention;

[0062] Figure 9 illustrates a screenshot of a vehicle information screen, according to an embodiment of the present invention;

[0063] Figure 10 illustrates a screenshot of a cash incentive screen, according to an embodiment of the present invention;

[0064] Figure 11 illustrates an inventory management screen, according to an embodiment of the present invention;

[0065] Figure 12 illustrates an add new vehicle screen, according to an embodiment of the present invention;

[0066] Figure 13 illustrates an upload images screen, according to an embodiment of the present invention;

[0067] Figure 14 illustrates a portion of an advertising system, according to an alternative embodiment of the present invention;

[0068] Figure 15 illustrates a schematic of the advertising system of Figure 14, according to an embodiment of the present invention;

[0069] Figure 16 illustrates a screenshot of an exemplary advertising screen of the system of Figure 14, as would be displayed on a billboard of the system of Figure 14, according to an embodiment of the present invention; and [0070] Figure 17 illustrates a method, which may be similar or identical to the method performed on the system of Figure 14, according to an embodiment of the present invention.

[0071] Preferred features, embodiments and variations of the invention may be discerned from the following Detailed Description which provides sufficient information for those skilled in the art to perform the invention. The Detailed Description is not to be regarded as limiting the scope of the preceding Summary of the Invention in any way.

DESCRIPTION OF EMBODIMENTS [0072] Figure 1 illustrates an advertising system 100, according to an embodiment of the present invention. The advertising system 100 is particularly suited to car dealerships, but as outlined below can be used in other areas.

[0073] The advertising system 100 includes a digital billboard 105, which is positioned in (or alternatively near) a car dealership 110, and is configured to be visible by potential customers 115 at the car dealership 110.

[0074] The car dealership 110 includes a plurality of cars 110a for sale, and at least some of the cars 110a are located in the portion where the customers 115 can move freely. At least part of that portion is in proximity to the billboard 105 such that the billboard is visible by the customer 115.

[0075] As the customers 115 move around in the dealership 110, one or more sensors 120 determine a proximity of the customer 115 with respect to the cars 110a. This may be achieved by defining zones around or adjacent to each of the cars 110a, and detecting a presence of the customer 115 in that zone.

[0076] The sensors 120 are coupled to a server 125, which includes details of each of the cars 110a. Once the customer 115 is within proximity of one of the cars 110a, the server 125 retrieves details of the car 110a, for presentation to the customer 115. In particular, the server 125 updates the billboard 105 with these details, such that they are visible to the customer 115.

[0077] An example of details that can be provided on the billboard are photos of the car

110a, review information, an advertising video, or any other suitable details relating to the car 110a.

[0078] The sensors 120, together with a camera 130, may also provide security to the car dealership 110. This is particularly advantageous if customers 115 are able to move around the dealership when staff are not on-site, as theft or damage can be quickly identified and stopped.

[0079] In addition to the system 100 automatically displaying content on the billboard, the user may choose to interact with the system 100 using a mobile device 135, to obtain further information about the car 110a or otherwise.

[0080] In particular, each of the cars 110a is also associated with a unique identifier in the form of a code 140. The code 140 may be displayed on a mat on the dash of the vehicle, hanging from the rear view mirror, or at any suitable prominent position. The code may be unique for the dealership 110, for a particular area, or globally unique.

[0081] The customer 115 may enter details of the code onto the mobile device 135 (e.g. by scanning the code, or entering the code manually), and send details of the code 140 to the server 125.

[0082] The code may comprise a numerical code, a quick response (QR) code, a barcode, or a code provided by near-field communication (NFC).

[0083] As an illustrative example, the system 100 may be configured to receive text messages from the mobile device 135 of the customer 115 including the code 140. In such case, the code 140 may be provided to the user with instructions, including a telephone number, to which the code 140 is to be sent. The server 125 may then update the billboard 105, and send details of the car 110a to the phone 135 of the customer 115, for example in the form of a text message.

[0084] The digital billboard 105 is advantageously visible from a road 145, such that advertising can be provided to vehicles driving along the road. This is particularly advantageous as it allows for general advertising to be provided when customers 115 are not in the dealership 110, more efficiently utilising usage of the billboard 105.

[0085] In some embodiments, the billboard 105 is multi-sided (e.g. three-sided), such that customers 115 at the car dealership can view one side of the billboard, and commuters on the road 145 can view other sides. Alternatively, the billboard 105 may be configured to rotate, such that it is visible from the road at some times, and visible from the dealership at other times.

[0086] The system 100 may also be configured to provide an application (app) to the mobile device 135 (which may comprise a smartphone) of the customer 115. In such case, the app may be configured to scan the code 140 (e.g. using a camera of the device 135), to simplify use of the system by the customer.

[0087] The software may be interactive, enabling the user to obtain specific information about the car 110a, and the information provided may be different to, and complement the information displayed on the billboard 105. Furthermore, the software may enable access to related information, such as other services, as well as providing a platform on which rewards and other services may be provided, such as instant price, compare price, insurance, finance, book a test drive, valuation of car and the like.

[0088] According to certain embodiments, the software provides video conferencing services to a salesperson 150 at a central call centre. This is particularly advantageous in case the customer 115 wishes to talk directly with a salesperson, as it enables a single salesperson to service various car dealerships 110.

[0089] Furthermore, video conferencing services may be provided relating to third party services, such as insurance, financing, or the like. As such, the customer generally able to obtain all relevant information relating to the purchase of a vehicle, from real people, without requiring any staff to be located at the car dealership.

[0090] The system 100 may also be coupled to a charity 155, such that use of the system by customers benefits one or more charities 155. This is particularly advantageous as it provides an additional incentive for customers 115 to use the system 100.

[0091] Similarly, the system 100 may be coupled to a rewards program 160. This may enable a reward of the system 100 to be provided through a third party rewards program 160, or otherwise promote the use of the system by members of third party rewards programs 160.

[0092] Figure 2 illustrates a screenshot 200 of a menu screen of an application of the system 100, according to an embodiment of the present invention. The application may be installed on a device (e.g. a phone, such as the phone 135), or be downloaded on demand (e.g. in a web browser). The menu screen may be provided in response to a customer entering a code of a vehicle, as discussed above.

[0093] The first screen includes a menu in the form of a vehicle information button 205, a rewards redemption button 210, a prize winners button 215, an other services button 220, and a rewards membership button 225.

[0094] Upon selection of the vehicle information button 205, further information about the vehicle is provided. Figure 3 illustrates a screenshot of a vehicle information screen 300, according to an embodiment of the present invention. The vehicle information screen is interactive, and includes(or provides access to) various details of the vehicle, such as images, price information, warranty information and the like.

[0095] The vehicle information screen includes a plurality of vehicle images 305. Each of the images 305 are selectable by the customer, to enlarge the image. In some embodiments, upon selection of an image 305 the application is configured to display the selected image in full screen on the billboard.

[0096] The vehicle information screen further includes a book test drive button 310, which enables the customer to book a test drive of the vehicle. Figure 4 illustrates a screenshot 400 of a test drive booking screen, according to an embodiment of the present invention.

[0097] The test drive booking screen includes customer details fields including a first name field 405, a surname field 410, a mobile phone number field 415, an other phone field 420, and an email address field 425. These fields 405-425 enable the user to enter his or her personal and contact details, which may be used by a salesperson to contact the customer at a later time.

[0098] The test drive booking screen further includes a code field 430, in which the code of the vehicle is pre-populated. This enables the salesperson to identify the car in which the enquiry relates. Additionally, a salesperson may be allocated to the customer according to the code of the vehicle. This is particularly advantageous in case different salespeople are responsible for different vehicles.

[0099] In case the application is run without having scanned a code, the user is able to manually enter the code in this stage in the code field 430.

[00100] The test drive booking screen further includes a vehicle price element 435, indicating a price of the car. The price of the car when using the system 100 may vary from a list price of the car, as a discount may be provided to users of the system 100.

[00101] Finally, the test drive booking screen includes a send button 440, which causes the information from the fields 405-430 to be sent to a server. The server may then forward the information on to a salesperson so that they can contact the user.

[00102] Turning back to Figure 3, the vehicle information screen further includes a compare price button 315, which enables the user to compare the price of the vehicle, with other similar or identical vehicles for sale elsewhere. Figure 5 illustrates a screenshot 500 of a compare price screen of the system 100, according to an embodiment of the present invention.

[00103] The compare price screen includes a plurality of price comparison entries 505. Each price comparison entry relates to a car sale page, and is selectable by the user to link to that car sale page. In such case, a browser, either separate to or forming part of the application, retrieves the selected car sale page, and displays it to the user.

[00104] The price comparison entries 505 enable the customer to get a quick overview of costs for corresponding vehicles through other sources. This, in turn, enables the customer to get a quick overview of the typical cost of the vehicle.

[00105] The price comparison entries 505 may include a price element 505a, corresponding to a price as retrieved from the corresponding car sale page. The price may comprise a lowest price for a corresponding vehicle on that page, an average price, a median price, or any other suitable representation of the price of corresponding vehicle(s) on that page.

[00106] The compare price screen further includes a valuation button 510, which links to a third party valuation service. This enables the customer to easily get an overview of the value of the vehicle from an independent source.

[00107] Finally, the compare price screen includes a redeem gift certificate button 515, which links to a gift certificate screen.

[00108] Figure 6 illustrates a screenshot 600 of a gift certificate screen of the system 100, according to an embodiment of the present invention. The gift certificate screen includes a plurality of gift certificate buttons 605, each associated with a gift certificate.

[00109] Examples of gift certificates include a holding deposit for the car, a car insurance discount, an accessories certificate, a car servicing certificate, a fuel card and a wish list certificate. The gift certificates are only valid upon purchase of the vehicle, and provide an additional incentive for the customer to purchase a vehicle through the system.

[00110] The gift certificate may also be transferred to another person using a transfer button 610. This enables the customer to give the certificate to someone else, such as a family member orfriend, thus providing flexibility in how the system is used. A callout Wish List button 605 allows the customer to type out and convert any prize that the customer wants to give away.

[00111] Upon selection of a gift certificate, the gift certificate is generated, and held pending purchase of the vehicle.

[00112] According to certain embodiments, the gift certificates may expire at a predetermined time, or after a set period.

[00113] Turning back to Figure 3, the vehicle information screen also includes a redeem gift certificate button 320, like the redeem gift certificate button 515 of Figure 5, which enables the customer to redeem a gift certificate.

[00114] The vehicle information screen includes a newspapers button 325, which links to classifieds or advertising of an online newspaper, to enable the user to search for similar vehicles there. Finally, the vehicle information screen includes a safety and warranty button 330, to enable the user to get warranty and safety information about the vehicle.

[00115] Turning back to Figure 2, the menu screen also includes a redeem gift certificate button 210, like the redeem gift certificate button 515 of Figure 5 and redeem gift certificate button 320 of Figure 3.

[00116] The menu screen includes a media prize winners button 215, which enables prize winners to log into the system 100 to choose and redeem their prize. This enables radio (or other media) campaigns to be run, independent of car dealerships, through which winners may choose and redeem a gift certificate.

[00117] As a result, car dealerships can essentially join forces to provide advertising. In such case, the advertising may be independent of car brand (which ensures that all advertising is brand relevant), and targets customers more efficiently. In clear contrast, prior art dealership advertising was brand specific, which resulted in a large amount of advertising going wasted (e.g. a fanatic of one brand may be entirely uninterested in advertising relating to other brands).

[00118] The prize may be provided in a similar manner to the gift certificates discussed above.

[00119] The menu further includes a services button 220, which enables the customer to get details of other services provided by the system, or third party partners of the system which may include an enquiry form. Figure 7 illustrates a screenshot 700 of a services screen of the system 100, according to an embodiment of the present invention.

[00120] The services screen includes a plurality of service buttons 705, each of which relating to a service. The services may include trade-in enquiries, finance of a vehicle, insurance, roadside assistance, and vehicle servicing.

[00121] Turning again back to Figure 2, the menu finally includes a rewards membership button 225. The rewards membership button 225 enables the customer to link a rewards card or membership into the system 100. This enables the customer to convert their reward card or membership into a fully transferable redeemable reward or gift certificate with zero points, no fees or charges.

[00122] By linking the system with third party membership rewards, the system is not only able to access a very large number of reward or membership holders, but also provide these rewards members added value, for example in rewards points and lower prices with zero points, no fees or charges.

[00123] Figure 8 illustrates a method 800 of providing interactive advertising, according to an embodiment of the present invention.

[00124] At step 805, the proximity of a customer to a first item, of a plurality of items, is determined. The plurality of items may comprise cars (vehicles) in a car dealership, for example.

[00125] At step 810, a billboard, which is in proximity to the items, is updated according to the first item. The billboard may be updated with details of the first item, such as a price, photographs, or any other suitable details.

[00126] At step 815, the proximity of the customer to second first item, of a plurality of items, is determined. The system may track movement of the customer from the first item to the second item, as the customer moves from the first item to the second item.

[00127] At step 820, the billboard is updated according to the second item.

[00128] At step 825, a code is retrieved from a customer relating to a third item. The code may be displayed in association with the third item (e.g. on a sign in relation thereto), and may be entered directly by the customer, or by scanning the code.

[00129] At step 830, the billboard is updated according to the third item, based upon an association between the code and the third item.

[00130] In some embodiments, instead of a menu, a vehicle information screen is provided as a landing page, for example upon scanning of a code or sending an SMS including a code, as outlined above. Figure 9 illustrates a screenshot of a vehicle information screen 900, according to an embodiment of the present invention.

[00131] The vehicle information screen 900 includes vehicle images 905 of a vehicle associated with the code, a vehicle price element 910, indicating a price of the vehicle, and an incentives button 915, which links directly to one or more cash incentives associated with purchase of the vehicle.

[00132] In addition to being used at a dealership directly, embodiments of the present invention may utilise non-profit organisations by rewarding their donors or members using incentives of the system.

[00133] As an illustrative example, churches and non-profits may reward their congregation or non-profit donors by providing incentives that are validated within the wider motor car industry through insurance companies, finance providers, and suppliers of accessories. In turn, the system can help raise funds, and increase turn over by way of donations and membership to the churches or non-profit organisation.

[00134] In one embodiment, a church sends out a text message (SMS) to its congregation, the text message including a link to the system. On selection of the link, a cash incentive screen is provided. Figure 10 illustrates a screenshot of a cash incentive screen, according to an embodiment of the present invention.

[00135] The cash incentive screen includes a collect incentive button 1005, a donate incentive button 1010, and a transfer incentive button 1015. The collect incentive button 1005 links to an incentive collection screen, which may be similar to the gift certificate screen of Figure 6, the donate incentive button 1010 enables the user to donate his or her incentive back to the church, or pay in part or in full their organisation membership fees, and the transfer incentive button 1015 enables the user to transfer his incentive to another person, such as a friend or family.

[00136] Once the user has made a selection, an appropriate page is provided, and a thank you note and image of organisation leader is provided.

[00137] In addition to the client interfaces described above, the system includes one or more management interfaces. These management interfaces enables dealerships to enter details of vehicles, manage inventory and the like.

[00138] Figure 11 illustrates an inventory management screen 1100, according to an embodiment of the present invention. The inventory management screen enables management of vehicles through a plurality of vehicle entries 1105.

[00139] Each of the vehicle entries 1105 includes a code, VIN details, make, model, year, colour, recommended retail price, discounted price, and a savings (incentive) value. This enables the user to get a quick overview of the vehicles.

[00140] The inventory management screen includes a new vehicle button 1110. This enables the user to add a new vehicle to the inventory.

[00141] Figure 12 illustrates an add new vehicle screen 1200, according to an embodiment of the present invention. The add new vehicle screen 1200 enables the user to enter details of the vehicle through entry boxes and menus 1205, including VIN details, make, model, year, colour, recommended retail price, discounted price, and a savings (incentive) value.

[00142] Figure 13 illustrates an image upload screen 1300 associated with the add new vehicle screen, according to an embodiment of the present invention. The image upload screen 1300 enables a user to select and upload images of a vehicle.

[00143] In particular, the add new vehicle screen includes image elements 1305, illustrating images that have already been uploaded, and add image buttons 1310, enabling the user to add new images.

[00144] According to certain embodiments, the billboard 105 of the system of Figure 1 is provided in a trailer or vehicle. This enables the billboard 105 to be positioned temporarily, and moved as required. This is particularly advantageous if the system is to be trialled for a new campaign, or the like.

[00145] Similarly, the billboard may be configured to be provided in a first orientation during a first time period, and a second orientation during a second time period. As an illustrative example, the system may be directed towards inbound traffic in the morning, outbound traffic in the afternoon, and towards the car dealership in the evening.

[00146] The billboard may also be configured to display slides, TV and video commercials, which may or may not be directly related to the car dealership. In such case, external advertising (i.e. not relating to the car dealership) may subsidise installation of the billboard in the car dealership.

[00147] According to certain embodiments, the billboard may be controlled remotely in part by a salesperson (or other person). In such case, the salesperson may monitor movement in the car dealership through the camera, and set a display on the billboard accordingly.

[00148] According to certain embodiments, the billboard is also coupled to a third party server, through which community announcements or urgent police messages may be provided, for display to the public. In some cases, emergency services may require access to the billboards through legislation.

[00149] According to certain embodiments, some vehicles may be provided with codes for use with the system, whereas others may not. This is particularly advantageous when certain stock is on sale, where other is not. In such case, colourful balloons and an SMS code or codes may be attached to vehicles that have a special offer for customers, to simplify the process of identifying such vehicles.

[00150] According to certain embodiments, the system is set to automatically to send reminder messages or offers to a customer after showing interest in a vehicle. The offer may include a better offer (e.g. a further discounted price, or an added bonus), and is particularly advantageous in regaining a lost prospect.

[00151] While the above description makes reference to gift certificates, the skilled addressee will readily appreciate that any suitable type of incentive, including cash incentives and savings, may be provided. In certain embodiments, the incentive may even comprise a mystery voucher, where the user is only made aware of what the voucher may be redeemed for after the voucher is activated.

[00152] The systems described above enable more efficient use of advertising, and reduced advertising costs overall. The savings in advertising may be passed on to customers (e.g. in part), which may further benefit the systems’ operation [00153] While the above description primarily relates to cars at car dealerships, the present invention may be used with other types of vehicles, and other types of items, such as appliances, furniture, garden equipment, and the like.

[00154] Figure 14 illustrates a portion of an advertising system 1400, according to an embodiment of the present invention. The advertising system 1400 is particularly suited to advertising to vehicles travelling along major roads, such as highways, but as outlined below can be used in other areas.

[00155] The advertising system 1400 includes a camera 1405, which is positioned adjacent to a road 1410 along which vehicles 1415 may travel. The camera 1405 is configured to capture images of the vehicles 1415 passing thereby, and the system 1400 is configured to identify the vehicles 1415 based upon the image. The identification of the vehicle 1415 will generally include image analysis, and in particular in relation to a number plate (or other unique identifier) of the vehicle 1415.

[00156] The advertising system 1400 further includes a digital billboard 1420, which is positioned adjacent to a road 1410, further along from the camera 1405.

[00157] The digital billboard 1420 is configured to display advertising, at least to an identified vehicle 1415, according to the identified vehicle 1415. Such advertising may include an indication that an occupant (e.g. driver) of that identified vehicle 1415 has won a prize or award, and give an indication as to how to redeem the prize or award.

[00158] Figure 15 illustrates a schematic of the advertising system 1400, according to an embodiment of the present invention.

[00159] The camera 1405 uploads image data to a central server 1425, where it is analysed. The analysis may include receiving a relatively large set of images, and choosing particular images (or a subset of images) for further analysis. In any event, when an image is ultimately analysed, the analysis will generally include identification of a number plate of a 1415 vehicle in the image.

[00160] Once the number plate of the vehicle 1415 is identified, the server 1425 may determine whether it has information associated with that vehicle 1415. This may particularly be the case if the vehicle 1415 has been previously identified, and particularly if an owner or driver of that vehicle has entered data into the system previously.

[00161] The server 1425 also communicates with external, third party servers 1430 to obtain other data about the vehicle 1415. An example of a third party server 1430 may comprise a vehicle registration database, maintained by a state authority or otherwise, an insurance database, maintained by insurers, a governing authority or otherwise, or any other database including vehicle data.

[00162] The server 1425 then generates advertising for the vehicle driver or owner, and displays that advertising on the billboard 1420. The camera 1405 and billboard 1420 may be separated by a particular distance (e.g. a few hundred metres or more), and the billboard 1420 may be configured to display the advertising for a period including when the vehicle 1415 is expected to be in proximity of the billboard 1420. In this context, proximity to the billboard 1420 refers to visual proximity, which would generally be before the billboard 1420 such that the content of the billboard 1420 is viewable by a person in the vehicle 1415. As such, the system 1400 may momentarily delay display of the advertising until the vehicle 1415 is in proximity to the billboard 1420.

[00163] Figure 16 illustrates a screenshot 1600 of an exemplary advertising screen of the system 1400, as would be displayed on the billboard 1420, according to an embodiment of the present invention. The advertising screen is showing that an owner or driver of a particular vehicle has won a prize.

[00164] The advertising screen includes a heading 1605, indicating what has been won, a vehicle registration identifier 1610, indicating a registration number of a vehicle that has won, and an image identifier 1615, indicating an image corresponding to the vehicle that has won. Finally, the advertising screen includes a redemption link 1620, in this case a URL.

[00165] The image identifier 1610 may comprise a stock image of the vehicle 1415 that has won. As an illustrative example, the server 1425 may determine based on the vehicle registration number, a MAC address of or associated with the vehicle, a windscreen toll reader, A VIN number reader, a QR code, or the vehicle shape, grill and colour that the vehicle is a white 2012 Toyota Corolla, and retrieve an image that corresponds to such vehicle. The server may automatically modify the image such that the colour corresponds to the chosen vehicle, to alleviate the need for having images of vehicles of all possible colours.

[00166] The image 1615 is particularly useful in assisting in getting the attention of the driver of the vehicle 1415, and therefor increasing the likelihood that the driver reads the advertising screen.

[00167] Now turning back to Figure 15, a driver 1435 may enter the URL in his or her smartphone 1440 or a computer after he or she has passed the billboard 1420, and preferably at a later point of time (i.e. not while driving). As such, it is important that the URL is easy to remember, and to achieve this, is generic (rather than customised to the driver 1435).

[00168] Upon entry of the URL, the driver 1435 may be prompted to enter his or her registration number to enable access to the reward or prize that may be customised to the driver 1435. This also enables later details of the driver 1435, such as name and address, to be associated with the vehicle.

[00169] In one particular embodiment, the prize may comprise a vehicle insurance discount (e.g. third party insurance), wherein the vehicle 1415 is selected for display of advertising if a renewal date of the existing insurance associated with the vehicle 1415 is imminent (e.g. within a month). In such case, the prize may comprise a discount on the vehicle insurance if the driver 1415 switches insurance to a particular company.

[00170] Selection of vehicles in such manner may be beneficial on busy roads, as too many vehicles may pass the billboard 1420 to show advertising to each of them. This enables the vehicles to be selected based upon a likely need, rather than entirely randomly.

[00171] The system 1400 further enables an advertising administrator 1445 to access the server 1425 using an administrator device 1450. The advertising administrator 1445 may define advertisements, such as defining a template for advertising to be displayed on the billboard 1420, as well as a desired target audience. As outlined above, the target audience may be defined according to third party data (e.g. insurance premium due dates), direct information (e.g. to vehicles of a particular make or age) or any other suitable information (e.g. vehicles that have been repeatedly detected along a particular road).

[00172] While insurance needs have been described above, any suitable needs of the vehicle may be determined or estimated. As an illustrative example, the need to service the vehicle may be estimated based upon historical travel data. By determining needs of a particular vehicle, the system enables more accurate lead generation to be performed.

[00173] In one particular embodiment, advertising may be provided to prompt a particular driver to upgrade his or her vehicle. As an illustrative example, an owner of a five year old Toyota Corolla may be provided with advertising about the latest model of Toyota Corolla. In another example, an owner of a Suzuki may be provided with targeted advertising relating to servicing of the Suzuki.

[00174] In addition to providing such targeted advertising described above, once a vehicle and driver are registered, the vehicle may be monitored and advertising may be sent to the driver by billboard, by SMS (e.g. of a phone number is given), by social media (e.g. of social media account details are given or via the social media’s location based advertising system or platform), or by any other suitable means. In one particular embodiment, location based advertising may be provided to a driver based upon their detection by the camera in a particular area.

[00175] While the above billboard and camera is illustrated as a static billboard and camera, the skilled address will readily appreciate that the billboard and camera may be portable. As an illustrative example, the billboard and/or the camera may be trailer mounted.

[00176] While the above system is described in the context of targeted advertising, the skilled addressee will readily appreciate that the billboard may switch between general and targeted advertising.

[00177] Finally, other identification of the vehicle, such as RFID tag identification of the vehicle (e.g. toll tag), Bluetooth or WiFi based identification, vehicle shape, vehicle grill, or colour identification, windscreen toll reader, VIN number reader, or MAC address may be used together with, or as an alternative to, camera based vehicle identification described above.

[00178] While the above description has referred to a prize, the advertisements may direct the customer to a URL for any reason, including to claim a prize, discount or voucher, to enter into a competition, provide survey data, or any suitable purpose.

[00179] Figure 17 illustrates a method 1700, which may be similar or identical to the method performed on the system 1400.

[00180] At step 1705, a vehicle of a plurality of vehicles is automatically identified in proximity to a digital billboard. The vehicle may be identified by a camera and image recognition of a number plate, windscreen toll reader, VIN number reader, MAC address, or vehicle shape, vehicle grill, or colour.

[00181] At step 1710, content is automatically generated for the billboard according to the identified vehicle. The content may include an identifier of the vehicle (e.g. number plate), for example.

[00182] At step 1715, the digital billboard is updated to display the automatically generated content such that it is visible by an occupant of the identified vehicle. The content may include a prompt for the occupant to go to a particular URL to receive an award or prize that is personalised.

[00183] The systems and methods described above may be used to provide vehicle data reports for third parties, such as dealerships, tyre companies, billboard companies, police, government, transport department, based upon analysis of vehicle data, and/or interaction between users and the system.

[00184] The systems and methods may also include vehicle search functionality, e.g. for the police, to help identify missing or stolen vehicles, or vehicles of interest. In particular, the system may be configured to provide location, time, date, and vehicle image data of any vehicles of interest.

[00185] Similarly, the systems and methods may also be used for vehicle use monitoring, and may provide proof of wrongdoing for the police or other authorities, e.g. driving while registration is expired; location, time, date, image of vehicle, etc.

[00186] In relation to the above, an SQL server dashboard may store all the data for easy access of data for internal and external use, including tables, graphs, statistics, vehicle search, images, maps, etc. In some embodiments, all of the above information can be provided within seconds for all vehicles located within a city or province where monitored.

[00187] Advantageously, the use of personalised rewards and prizes is an effective way of enticing drivers to interact with the billboard. The inventor believes that the use of such rewards may increase driver engagement with advertising by several orders of magnitude.

[00188] In the present specification and claims (if any), the word ‘comprising’ and its derivatives including ‘comprises’ and ‘comprise’ include each of the stated integers but does not exclude the inclusion of one or more further integers.

[00189] Reference throughout this specification to One embodiment’ or ‘an embodiment’ means that a particular feature, structure, or characteristic described in connection with the embodiment is included in at least one embodiment of the present invention. Thus, the appearance of the phrases ‘in one embodiment’ or ‘in an embodiment’ in various places throughout this specification are not necessarily all referring to the same embodiment. Furthermore, the particular features, structures, or characteristics may be combined in any suitable manner in one or more combinations.

[00190] In compliance with the statute, the invention has been described in language more or less specific to structural or methodical features. It is to be understood that the invention is not limited to specific features shown or described since the means herein described comprises preferred forms of putting the invention into effect. The invention is, therefore, claimed in any of its forms or modifications within the proper scope of the appended claims (if any) appropriately interpreted by those skilled in the art.

Claims (20)

1. An advertising method including:

automatically identifying a vehicle of a plurality of vehicles in proximity to a digital billboard;

automatically generating content for the billboard according to the identified vehicle;

and updating the billboard to display the automatically generated content such that it is visible by an occupant of the identified vehicle.

2. The method of claim 1 including automatically identifying a plurality of vehicles, and selecting the vehicle from the plurality of identified vehicles.

3. The method of claim 2, wherein the vehicle is selected according to one or more characteristics of the vehicles.

4. The method of claim 2, wherein the vehicle is selected according to data associated with the vehicles.

5. The method of claim 1, wherein the vehicle is identified according to a number plate of the vehicle.

6. The method of claim 1, including capturing a plurality of images of a plurality of vehicles using a camera adjacent to a road, selecting an image from the plurality of images, and identifying the vehicle in the selected image.

7. The method of claim 1, wherein the content includes an identifier of the vehicle.

8. The method of claim 7, wherein the content includes number plate information of the vehicle.

9. The method of claim 1 including identifying a type of the vehicle, wherein the content is generated according to the type of vehicle.

10. The method of claim 1, wherein the content includes imagery corresponding to the type of vehicle.

11. The method of claim 1, wherein the content includes a URL, and wherein the occupant of the vehicle is able to retrieve further content according to the URL.

12. The method of claim 11, wherein the further content includes a promotion customized according to the identified vehicle.

13. The method of claim 11, wherein the further content includes a graphical user interface prompting the user to identify the vehicle.

14. The method of claim 13, wherein the graphical user interface is configured to obtain information from the occupant, and associate the information from the occupant with the vehicle.

15. The method of claim 14, wherein the information from the occupant includes personal information.

16. The method of claim 14, further including subsequently identifying the identified vehicle, and automatically generating further content according to the identified vehicle and the information from the occupant.

17. The method of claim 16, wherein the identified vehicle is subsequently identified in proximity to a second digital billboard, wherein the further content is displayed on the second digital billboard.

18. The method of claim 1 including receiving a plurality of content, the method including selecting content of the plurality of content according to the identified vehicle.

19. An advertising system including:

a digital billboard, on which information may be displayed; and a camera, for identifying a vehicle in proximity to the digital billboard;

wherein the billboard is configured to display content that is automatically generated according to the identified vehicle, such that the content is visible by an occupant of the identified vehicle.

20. The system of claim 19 including a server, wherein the occupant of the identified vehicle is able to interact with the server according to the displayed content.