CA2912380A1 - System and method for increasing efficiency of digital billboard advertising - Google Patents
System and method for increasing efficiency of digital billboard advertisingInfo
- Publication number
- CA2912380A1 CA2912380A1 CA2912380A CA2912380A CA2912380A1 CA 2912380 A1 CA2912380 A1 CA 2912380A1 CA 2912380 A CA2912380 A CA 2912380A CA 2912380 A CA2912380 A CA 2912380A CA 2912380 A1 CA2912380 A1 CA 2912380A1
- Authority
- CA
- Canada
- Prior art keywords
- digital
- advertisements
- present
- billboard
- billboards
- Prior art date
- Legal status (The legal status 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 status listed.)
- Abandoned
Links
Landscapes
- Management, Administration, Business Operations System, And Electronic Commerce (AREA)
Description
TITLE: SYSTEM AND METHOD FOR INCREASING EFFICIENCY OF DIGITAL BILLBOARD
ADVERSTISING
APPLICANT / INVENTOR:
Florinel Dumitru Bodnariuc, 5428 Kindos Street, Burlington, Ontario L7L 7M9 Canada Field of the Invention The present invention relates generally to advertisements. The present invention is more particularly directed to use of digital billboards for advertising in a more efficient and impact-trackable manner.
Background of the Invention With advances in technology, there has been a spurt in the number of channels of communication, and so has increased the number of ways in which advertisers can reach you.
However, people generally despise advertisements as they feel there is nothing in it for them and see it as a distraction from the main content they are trying to access. For example, though viewers get to watch movies on a TV channel, the telecast is interrupted by advertisements which viewers either mute or they simply change channels. Despite this, there has been established ways to measure viewership for these advertisements. Similarly, there are ways to measure effects of online, web-based advertisements.
Unlike the TV advertisements and online, web-based advertisements, impact of the Out-Of-Home (00H) advertisements are often difficult to measure, and hence difficult to monetize properly.
One of the most popular 00H mediums is billboards. Though, billboards have greatly evolved over time, from displaying static messages to latest digital ones which can be used to display a variety of advertisements and can be controlled electronically, there has always been a debate over the effectiveness as it is quite difficult to estimate the viewership and has been near impossible to measure exact impact over the intended audience which drives by these billboards along a stretch of a highway or a major road at a great speed.
One of the reasons for this difficulty in measuring the impact is an absence of adequate rewards for people for who are being exposed to the digital billboard advertisements, which in turn can be used to measure a possible impact and to change the attitude towards the outdoor signage and media. The advertisers are bombarding the intended audience without any form of pay-back and hence, there is no reward mechanism to alleviate the annoyance component, to motivate intended audience to look at the digital billboards and to allow measuring impacts by tracking consumption of rewards.
Another reason is, unlike TV advertisements and online, web-based advertisements there is no repeat mechanism associated with the digital billboard-based advertisements.
Often it happens that the intended audiences drive through a stretch with the digital billboard without paying attention to it as they are focused on driving. And once they pass through the stretch the advertisement cannot be accessed by them again as the advertisement in this case is location bound. Lack of any rewards also makes them not put in any extra effort to observe and respond to the digital billboards.
Clearly, there is a requirement for such a system and method which would offer solutions to the above mentioned issues with advertising on digital billboards. The present invention provides such a method and a system with solutions to solve the aforementioned issues.
All the advantages and features of the present invention will be set forth in the description which follows, and will become apparent to those skilled in the art upon examination of the following, or may be learned by practice of the invention. These advantages and features of the present invention will be more readily apparent when considered in reference to the following description and when taken in conjunction with the drawings below.
Description of the Drawinos FIG. 1 shows a digital billboard along a stretch of a highway or a major road, a central server linked to the digital billboard and a viewing zone of the digital billboard, as per an exemplary non-limiting embodiment of the present invention.
Detailed Description A method and a system of displaying advertisement as per the present invention have been explained henceforth using exemplary non-limiting embodiments of the present invention with reference to FIG. 1.
As per an exemplary non-limiting embodiment of the present invention, the method and the system of the present invention has been explained together to provide a preferred mode of implementation. The system of the present invention comprises one or more digital billboards 110 installed at pre-defined locations along a highway or a major road which can provide the intended audience for these digital billboards 110, i.e. the drivers driving by these digital billboards 110 who might watch the advertisements being displayed. These pre-defined locations may include, but are limited to, designated road-side locations, shopping complexes, plazas or malls. Each digital billboard 110 of the present invention is assigned a unique digital 101.
The system also comprises a central server 120 which can control or receive feedback from the advertisements being displayed on the digital billboards 110 at different locations. Each advertisement is assigned a unique digital 102. The unique digital 101 and digital 102 for the digital billboards 110 and the advertisements, respectively, is used by the central server 120 to produce and store a unique digital 103, hereinafter referred to as billboard-and-ad 103, which corresponds to the advertisement being displayed on a digital billboard 110 at a particular location.
=
The system further comprises a mechanism, integrated or attached separately with the digital billboard 110, which is capable of identifying one or more smart phones anywhere inside a viewing zone 130 shown in Fig. 1 for the billboard 110. Fig. 1 does not show the smart phones as the smart phones are inside the vehicles shown in the Fig. 1. Further, though the Fig. 1 shows only vehicles, a person of ordinary skill in the art can easily understand that the mechanism will identify the smart phones of pedestrians as well, who are walking inside the viewing zone of the billboard. Once the mechanism identifies a smart phone, the smart phone would be assigned a unique ID, 104. The mechanism will then connect the billboard-and-ad 103 with the smart phone 104, creating and recording an instance of an exposure of the smart phone 104 to the billboard-and-ad 103. Also, the mechanism will assign the instance a unique identifier 105.
The system further comprises a software application, hereinafter referred to as an app', which needs to be installed on a portable computing device of the intended audiences to collect rewards for being exposed to the advertisements on the digital billboards 110, as per the present invention. The app allows the portable computing device to store the unique identifier 105. The app will allow the portable computing device to keep storing and accumulating these unique identifiers ID5, every time the portable computing device is exposed to advertisements on digital billboards 110 as per present invention, while travelling within the viewing zone 130 of the digital billboards 110. A person of ordinary skill in the art can understand that the system will ignore any portable computing devices outside the viewing zone 130, and will not interact with the 'outside' portable computing devices outside the viewing zone 130.
The accumulated unique identifiers ID5 will be similar to airline miles or reward points which can be used by a user of the smart phone to redeem the accumulated unique identifiers ID5 for a reward based on a predetermined algorithm and/or a business arrangement with an advertiser of the advertisements with corresponding unique identifiers ID2 or with various retailers. The reward can be in the form of a web coupon, physical coupon (which needs to be printed and presented), deal code or any other similar form of rewards through online channels which are known in the present arts.
For the app and the system of the present invention to work properly, the portable computing device of the intended audience, driving or walking by a digital billboard 110, should be at a location where the portable computing device can be in a direct line of sight of the digital billboard 110, anytime during the time the intended audience is inside the viewing zone 130 of the digital billboard 110. So, even if the portable computing device is inside a pocket or a bag or inside a vehicle, the app will work whenever the portable computing device of the intended audience gets inside the viewing zone 130 of the digital billboard 110.
The system and the method described above clearly present several opportunities to generate measurable metrics, such as the viewership of the advertisements and the corresponding impact.
First opportunity of measurement occurs when the app of the portable computing device stores the unique identifiers ID5. This provides a good estimate of the number of intended audiences, passing through the viewing zone 130 of a digital billboard 110 of the present invention, who use the app as per the present invention. Next, whenever an intended audience redeems the unique identifiers ID5 we can count this event as a direct impact of the advertisements on the billboard 110. Further, we may also measure which advertisements or digital billboards 110 are particularly successful as the unique identifier ID5 can be linked backed to the particular advertisement on the particular billboard 110 at a location and thus, can in turn be linked at the backend, using the central server 120, to various marketing and advertising promotional activities, including reward redemption using the accumulated unique identifiers ID5.
As can be easily understood from the description above, the system and method of the present invention motivate intended audience of the digital billboards 110 to use the app of the present invention to earn rewards. In this process, the system and method of the present invention helps generate measurable metrics, to study and/or anticipate consumer behavior, which are considered difficult to measure till now.
Various modifications to the above described invention will be readily apparent to those skilled in the art and the general principles defined herein may be applied to other embodiments and applications without departing from the spirit and scope of the present invention. Thus, the present invention is not intended to be limited to the embodiments described, but is to be accorded the widest scope consistent with the principles and features disclosed herein.
Therefore, the scope of the invention is to be determined by the terminology of the above description and the legal equivalents thereof.
ADVERSTISING
APPLICANT / INVENTOR:
Florinel Dumitru Bodnariuc, 5428 Kindos Street, Burlington, Ontario L7L 7M9 Canada Field of the Invention The present invention relates generally to advertisements. The present invention is more particularly directed to use of digital billboards for advertising in a more efficient and impact-trackable manner.
Background of the Invention With advances in technology, there has been a spurt in the number of channels of communication, and so has increased the number of ways in which advertisers can reach you.
However, people generally despise advertisements as they feel there is nothing in it for them and see it as a distraction from the main content they are trying to access. For example, though viewers get to watch movies on a TV channel, the telecast is interrupted by advertisements which viewers either mute or they simply change channels. Despite this, there has been established ways to measure viewership for these advertisements. Similarly, there are ways to measure effects of online, web-based advertisements.
Unlike the TV advertisements and online, web-based advertisements, impact of the Out-Of-Home (00H) advertisements are often difficult to measure, and hence difficult to monetize properly.
One of the most popular 00H mediums is billboards. Though, billboards have greatly evolved over time, from displaying static messages to latest digital ones which can be used to display a variety of advertisements and can be controlled electronically, there has always been a debate over the effectiveness as it is quite difficult to estimate the viewership and has been near impossible to measure exact impact over the intended audience which drives by these billboards along a stretch of a highway or a major road at a great speed.
One of the reasons for this difficulty in measuring the impact is an absence of adequate rewards for people for who are being exposed to the digital billboard advertisements, which in turn can be used to measure a possible impact and to change the attitude towards the outdoor signage and media. The advertisers are bombarding the intended audience without any form of pay-back and hence, there is no reward mechanism to alleviate the annoyance component, to motivate intended audience to look at the digital billboards and to allow measuring impacts by tracking consumption of rewards.
Another reason is, unlike TV advertisements and online, web-based advertisements there is no repeat mechanism associated with the digital billboard-based advertisements.
Often it happens that the intended audiences drive through a stretch with the digital billboard without paying attention to it as they are focused on driving. And once they pass through the stretch the advertisement cannot be accessed by them again as the advertisement in this case is location bound. Lack of any rewards also makes them not put in any extra effort to observe and respond to the digital billboards.
Clearly, there is a requirement for such a system and method which would offer solutions to the above mentioned issues with advertising on digital billboards. The present invention provides such a method and a system with solutions to solve the aforementioned issues.
All the advantages and features of the present invention will be set forth in the description which follows, and will become apparent to those skilled in the art upon examination of the following, or may be learned by practice of the invention. These advantages and features of the present invention will be more readily apparent when considered in reference to the following description and when taken in conjunction with the drawings below.
Description of the Drawinos FIG. 1 shows a digital billboard along a stretch of a highway or a major road, a central server linked to the digital billboard and a viewing zone of the digital billboard, as per an exemplary non-limiting embodiment of the present invention.
Detailed Description A method and a system of displaying advertisement as per the present invention have been explained henceforth using exemplary non-limiting embodiments of the present invention with reference to FIG. 1.
As per an exemplary non-limiting embodiment of the present invention, the method and the system of the present invention has been explained together to provide a preferred mode of implementation. The system of the present invention comprises one or more digital billboards 110 installed at pre-defined locations along a highway or a major road which can provide the intended audience for these digital billboards 110, i.e. the drivers driving by these digital billboards 110 who might watch the advertisements being displayed. These pre-defined locations may include, but are limited to, designated road-side locations, shopping complexes, plazas or malls. Each digital billboard 110 of the present invention is assigned a unique digital 101.
The system also comprises a central server 120 which can control or receive feedback from the advertisements being displayed on the digital billboards 110 at different locations. Each advertisement is assigned a unique digital 102. The unique digital 101 and digital 102 for the digital billboards 110 and the advertisements, respectively, is used by the central server 120 to produce and store a unique digital 103, hereinafter referred to as billboard-and-ad 103, which corresponds to the advertisement being displayed on a digital billboard 110 at a particular location.
=
The system further comprises a mechanism, integrated or attached separately with the digital billboard 110, which is capable of identifying one or more smart phones anywhere inside a viewing zone 130 shown in Fig. 1 for the billboard 110. Fig. 1 does not show the smart phones as the smart phones are inside the vehicles shown in the Fig. 1. Further, though the Fig. 1 shows only vehicles, a person of ordinary skill in the art can easily understand that the mechanism will identify the smart phones of pedestrians as well, who are walking inside the viewing zone of the billboard. Once the mechanism identifies a smart phone, the smart phone would be assigned a unique ID, 104. The mechanism will then connect the billboard-and-ad 103 with the smart phone 104, creating and recording an instance of an exposure of the smart phone 104 to the billboard-and-ad 103. Also, the mechanism will assign the instance a unique identifier 105.
The system further comprises a software application, hereinafter referred to as an app', which needs to be installed on a portable computing device of the intended audiences to collect rewards for being exposed to the advertisements on the digital billboards 110, as per the present invention. The app allows the portable computing device to store the unique identifier 105. The app will allow the portable computing device to keep storing and accumulating these unique identifiers ID5, every time the portable computing device is exposed to advertisements on digital billboards 110 as per present invention, while travelling within the viewing zone 130 of the digital billboards 110. A person of ordinary skill in the art can understand that the system will ignore any portable computing devices outside the viewing zone 130, and will not interact with the 'outside' portable computing devices outside the viewing zone 130.
The accumulated unique identifiers ID5 will be similar to airline miles or reward points which can be used by a user of the smart phone to redeem the accumulated unique identifiers ID5 for a reward based on a predetermined algorithm and/or a business arrangement with an advertiser of the advertisements with corresponding unique identifiers ID2 or with various retailers. The reward can be in the form of a web coupon, physical coupon (which needs to be printed and presented), deal code or any other similar form of rewards through online channels which are known in the present arts.
For the app and the system of the present invention to work properly, the portable computing device of the intended audience, driving or walking by a digital billboard 110, should be at a location where the portable computing device can be in a direct line of sight of the digital billboard 110, anytime during the time the intended audience is inside the viewing zone 130 of the digital billboard 110. So, even if the portable computing device is inside a pocket or a bag or inside a vehicle, the app will work whenever the portable computing device of the intended audience gets inside the viewing zone 130 of the digital billboard 110.
The system and the method described above clearly present several opportunities to generate measurable metrics, such as the viewership of the advertisements and the corresponding impact.
First opportunity of measurement occurs when the app of the portable computing device stores the unique identifiers ID5. This provides a good estimate of the number of intended audiences, passing through the viewing zone 130 of a digital billboard 110 of the present invention, who use the app as per the present invention. Next, whenever an intended audience redeems the unique identifiers ID5 we can count this event as a direct impact of the advertisements on the billboard 110. Further, we may also measure which advertisements or digital billboards 110 are particularly successful as the unique identifier ID5 can be linked backed to the particular advertisement on the particular billboard 110 at a location and thus, can in turn be linked at the backend, using the central server 120, to various marketing and advertising promotional activities, including reward redemption using the accumulated unique identifiers ID5.
As can be easily understood from the description above, the system and method of the present invention motivate intended audience of the digital billboards 110 to use the app of the present invention to earn rewards. In this process, the system and method of the present invention helps generate measurable metrics, to study and/or anticipate consumer behavior, which are considered difficult to measure till now.
Various modifications to the above described invention will be readily apparent to those skilled in the art and the general principles defined herein may be applied to other embodiments and applications without departing from the spirit and scope of the present invention. Thus, the present invention is not intended to be limited to the embodiments described, but is to be accorded the widest scope consistent with the principles and features disclosed herein.
Therefore, the scope of the invention is to be determined by the terminology of the above description and the legal equivalents thereof.
Applications Claiming Priority (2)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| US201562257557P | 2015-11-19 | 2015-11-19 | |
| US62257557 | 2015-11-19 |
Publications (1)
| Publication Number | Publication Date |
|---|---|
| CA2912380A1 true CA2912380A1 (en) | 2017-05-19 |
Family
ID=58714531
Family Applications (1)
| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| CA2912380A Abandoned CA2912380A1 (en) | 2015-11-19 | 2015-11-19 | System and method for increasing efficiency of digital billboard advertising |
Country Status (1)
| Country | Link |
|---|---|
| CA (1) | CA2912380A1 (en) |
-
2015
- 2015-11-19 CA CA2912380A patent/CA2912380A1/en not_active Abandoned
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Legal Events
| Date | Code | Title | Description |
|---|---|---|---|
| FZDE | Dead |
Effective date: 20180614 |