DE102020129965A1 - Personalization of advertising content using a vehicle - Google Patents

Abstract

Method for displaying digital advertising content, in which a mobile terminal displays digital advertising content that is dependent on a user-specific advertising profile to a user of the mobile terminal, and system for displaying digital advertising content.

Description

The invention relates to a method for displaying digital advertising content, in which a mobile terminal displays digital advertising content that is dependent on a user-specific advertising profile to a user of the mobile terminal. The invention also relates to a system for displaying digital advertising content.

Methods of the type mentioned at the outset are known and are used to tailor the digital advertising content displayed by a user's terminal device, in particular a mobile terminal device such as a smartphone, tablet or notebook, to the interests of the user, i.e. to personalize it.

For this purpose, the mobile terminal device usually records a usage behavior of the user, which the mobile terminal device provides as advertising-relevant data. The advertising-relevant data can include search terms entered by the user, displayed useful digital content and/or displayed and/or clicked digital advertising content.

A stationary advertising server selects digital advertising content to be displayed depending on the advertising-relevant data provided and transmits the selected digital advertising content to the terminal device, which displays the transmitted digital advertising content to the user.

In this way, an advertiser achieves a targeted approach, which is associated with a more likely advertising success of the digital advertising content, and a precise knowledge of a perception or an effect of the digital advertising content, which is associated with better control of advertising measures based on the digital advertising content.

Modern vehicles, in particular road vehicles such as trucks and passenger cars, generally include an infotainment system with a display device and a communication device connected to the infotainment system and can therefore also be understood as mobile terminals.

Due to the large number, high frequency of use and long service life of the vehicles, advertisers are increasingly trying to convey digital advertising content through a vehicle as well. Accordingly, various methods are known which use a vehicle to convey digital advertising content.

So revealed DE 10 2016 000 765 A1 a method in which a vehicle displays digital advertising content, which it receives from a backend server, to another road user depending on a time or a position of the vehicle.

On the other hand is in EP 1 760 655 A2 a method is described in which a mobile terminal device of an occupant of a vehicle displays digital advertising content received from an advertising server and dependent on an environment of the vehicle or a state of the vehicle to the occupant.

For a vehicle used by a plurality of occupants at the same time KR 2005 0095205 A proposes a method in which a display device of the vehicle assigned to an occupant of a vehicle displays individual digital advertising content to the occupant recognized by sensors, which is provided by a server arranged in the vehicle. The individualization of the digital advertising content can already take place on the server or only in the display device.

In addition to the more recent emergence of digital advertising content, advertisers continue to use traditional analog advertising content such as visual billboards or audio radio commercials. Such analog advertising content is perceived by an occupant of a vehicle while the vehicle is driving.

However, the occupant of the vehicle mostly perceives analog advertising content only fleetingly and in particular a driver as a occupant of the vehicle has no opportunity to react directly to the analog advertising content perceived during the journey. As a result, the occupant mostly forgets the perceived analogue advertising content until they arrive at a destination. Apart from that, analog advertising content does not allow advertisers to target them precisely, nor to have precise knowledge of their perception or effect.

The invention is therefore based on the object of proposing a method for displaying digital advertising content in which a vehicle increases the probability of an advertising success of advertising content and also allows knowledge of a perception or an effect of the advertising content in the case of analog advertising content. It is also an object of the invention to provide a system for displaying digital advertising content.

An object of the invention is a method for displaying digital advertising content in which a mobile device displays digital advertising content that is dependent on a user-specific advertising profile to a user of the mobile device. The mobile end device can be in the form of a smartphone, a tablet, a notebook or the like.

In particular, the mobile terminal can also be designed as a vehicle. A display device of the vehicle, in particular a display screen of an infotainment system of the vehicle arranged centrally or in a headrest, then displays the digital advertising content. When the mobile terminal is configured as a vehicle, the user is commonly referred to as an occupant of the vehicle. A driver of the vehicle is an occupant of the vehicle who controls the vehicle during driving of the vehicle. Of course, a mobile terminal device belonging to the occupant, which is separate from the vehicle, can also be arranged in the vehicle and in particular coupled to the vehicle, for example by means of a Bluetooth connection.

In the method according to the invention, a vehicle of the user provides advertising-relevant data, the vehicle transmits the provided advertising-relevant data to a backend server and the backend server updates the user-specific advertising profile based on the transmitted advertising-relevant data. The data relevant to advertising provided by the vehicle specifies the behavior of the user while using the vehicle, is transmitted from the vehicle to the backend server, for example wirelessly via a mobile network or a WLAN, and is used by the backend server to generate and update the user-specific advertising profile. In this way, the user updates the user-specific advertising profile in the backend server each time the vehicle is used, for example each time the vehicle is driven.

The user-specific advertising profile is arranged centrally, separately from the vehicle, in a backend server which is operated, for example, by a manufacturer of the vehicle. The backend server can provide the user-specific advertising profile, for example to personalize a digital advertising content displayed to the user on the mobile device. In particular, the digital advertising content can be displayed independently of the vehicle. In other words, the mobile terminal can display the digital advertising content to the user before or after driving the vehicle or outside the vehicle. The displayed digital advertising content therefore depends on the use of the vehicle. However, the display of the digital advertising content is not tied to the vehicle in terms of time or location. In this way, the vehicle increases a probability of an advertising success of an advertising content.

In one embodiment, the backend server transmits the user-specific advertising profile to an advertising server of an advertiser and the advertising server selects the digital advertising content to be displayed depending on the user-specific advertising profile and the advertising server transmits the selected digital advertising content to the mobile device. The user-specific advertising profile can be transmitted to the advertising server automatically, i.e. periodically or event-driven. A vehicle manufacturer as the operator of the backend server can monetize the transmission of the user-specific advertising profile to the advertiser.

In another embodiment, the mobile terminal displays the digital advertising content to the user as a driver of the vehicle during a stop of the vehicle or after a journey of the vehicle or to the user as a passenger of the vehicle the digital advertising content during a journey of the vehicle. While the vehicle is stopped, for example at a red traffic light or at a stop, the driver is not busy controlling the vehicle and can pay attention to the displayed digital advertising content and react to the displayed digital advertising content if the digital advertising content is on a centrally located Display device of the infotainment system is displayed. In a manually controlled vehicle, the digital advertising content may be displayed to each occupant of the vehicle other than the driver while driving. In an autonomously driving vehicle, the advertising content can also be displayed to the driver who is not required to control the vehicle while driving.

The provision of the advertising-relevant data preferably includes a sensory detection of a visual advertising content arranged outside the vehicle or an acoustic advertising content reproduced inside the vehicle. The visual advertising content can be formed as a poster and the like. The audio advertising content may be embodied as a radio commercial and the like. An optical external sensor, for example a camera, in particular a 360° camera, of the vehicle can capture a digital video stream containing the visual advertising content or a digital individual image containing the visual advertising content. An internal acoustic sensor, for example a microphone, can capture a digital audio stream comprising the acoustic advertising content.

While the vehicle is in use, the vehicle's sensors digitize analog advertising content that the user can perceive, which is arranged inside the vehicle or outside of the vehicle, and make it available as advertising-relevant data. A pattern recognition module, in particular a neural network, of the backend server can recognize the analog advertising content recorded by sensors in the data relevant to advertising from the vehicle. In this way, the vehicle allows knowledge of a perception or an effect of the advertising content even with analog advertising content.

Advantageously, updating the user-specific advertising profile includes extracting a position of the sensory-detected advertising content or a point in time of the sensory-detected advertising content from the sensory-detected advertising content. The position or the time can be encoded in a known manner in the analogue advertising content, for example, so that it is invisible or inaudible to the user, but can be extracted by the backend server. Alternatively, the position and the time can be contained in a visual advertising content as a QR (Quick Response) code, which is also subject to pattern recognition by the backend server. In the case of visual advertising content, the position can indicate a position of the advertising poster and the time can indicate a poster duration.

Alternatively or additionally, the provision of the advertising-relevant data can include recording a position of the vehicle or a route taken by the vehicle or a condition of the vehicle or a conversation conducted in the vehicle by the user as an occupant or a preference of the user or one relating to a journey of the vehicle time include.

The position of the vehicle can be detected using a GPS (Global Positioning System) sensor. The position of the vehicle can be used to locate visual advertising content outside of the vehicle. The route can be provided by a navigation system or recorded using a GPS sensor. The route can be used to find providers along the route.

The condition of the vehicle, for example the filling level of the fuel tank or an interior temperature set by the occupant, can be detected by a specific vehicle sensor. The condition of the vehicle can be used to find vendors that match the condition of the vehicle, such as gas stations or clothing vendors.

The occupant's conversation may be picked up by a vehicle microphone. The conversation can be used to find providers that match a keyword of the conversation, for example hotels with the keywords 'hotel', 'accommodation', 'lodging' and the like or restaurants with the keywords 'hunger', 'restaurant', dinner'. and the same.

The user's preference can be captured by a human-machine interface (HMI) and used to find providers that match the preference, such as radio stations that the user prefers to tune to. Likewise, an aversion of the user to the man-machine interface can also be detected, which makes it possible to exclude unwelcome providers.

The time can be captured by a timer of the vehicle used to find vendors that match regular vehicle use, such as bakeries during morning trips to work, ice cream parlors during lunch or afternoon trips to Kindertransport, or grocery stores during weekend shopping trips. Recorded times can also be used to find events that match a destination and can be reached in good time.

In advantageous embodiments, the backend server manages a plurality of digital advertising content in a database, compares the data relevant to advertising transmitted by the vehicle with the managed plurality of digital advertising content and, if there is a match, updates the user-specific advertising profile using the matching digital advertising content. Advertisers can store digital advertising content in the backend server's database as reference content, which corresponds to analogue advertising content. The storage of reference content makes it easier for the backend server to recognize analogue advertising content in the transmitted advertising-relevant data. In this way, a detection probability is increased. A vehicle manufacturer as the operator of the backend server can monetize the deposit of digital advertising content by advertisers.

The backend server can generate and provide anonymous advertising perception statistics from a number of user-specific advertising profiles. The anonymous advertising perception statistics can be limited to analog advertising content of an advertiser by filtering and gives the advertiser knowledge of the perception and effect of the analog advertising content. The advertising perception statistics can Infor provide information about the suitability of different distribution channels. A vehicle manufacturer as the operator of the backend server can monetize the provision of anonymous advertising perception statistics for advertisers.

Ideally, the user, as an occupant of the vehicle, can agree to the transmission of the advertising-relevant data to the backend server before transmission. In this way, the inmate retains control over his data. The user's consent to the transmission of the advertising-relevant data can be compensated in monetary terms by the operator of the backend server.

Another subject of the invention is a system for displaying digital advertising content, which comprises a mobile terminal device, a vehicle and a backend server. The backend server is stationary and arranged separately from the vehicle. The mobile terminal and the vehicle can be identical if the vehicle includes an infotainment system with a display device and a communication device.

The system according to the invention is configured to carry out a method according to the invention. By executing the method, the vehicle increases the probability of an advertising success of an advertising content and can also allow knowledge of a perception or an effect of the advertising content in the case of analog advertising content.

An essential advantage of the method according to the invention is that the vehicle is used as a source for data relevant to advertising. This innovative use of the vehicle opens up new business areas for vehicle manufacturers and enables further sales. In addition, through the use of the vehicle, advertisers receive a more targeted approach and better knowledge of the perception or effect of, in particular, analogue advertising content.

• 1 in einer Komponentendarstellung ein System zum Anzeigen eines digitalen Werbeinhalts gemäß einer ersten Ausführungsform der Erfindung.

The invention is shown schematically using an embodiment in the drawings and is further described with reference to the drawings. It shows:

• 1 in a component representation a system for displaying a digital advertising content according to a first embodiment of the invention.

1 FIG. 1 shows, in a component representation, a system 1 for displaying digital advertising content 11 according to a first embodiment of the invention. The system 1 includes a mobile terminal 10, which is embodied as a smartphone, for example, and a vehicle 20 with an optical external sensor 22, which is embodied as a camera, for example, and an acoustic internal sensor 23, which is embodied as a microphone, for example. Furthermore, the system 1 includes a backend server 30, which is designed, for example, as a cloud server of a manufacturer of the vehicle 20.

The mobile terminal device 10 and the vehicle 20 belong to a user 50 who is a passenger, in particular a driver, of the vehicle 20 while the vehicle 20 is traveling, and are used by the user 50 .

The backend server 30 and an advertising server 40 of an advertiser can be connected to a wireless communication network 60, which is embodied as a mobile radio network, for example. The vehicle 20 is configured to communicate with the backend server 30 via the wireless communication network 60 . The mobile terminal 10 is configured to communicate with the advertisement server 40 via the wireless communication network 60 . It is noted that the vehicle 20 is embodied as the mobile terminal 10 in other embodiments of the system.

The system 1 is configured to carry out the method described below.

The vehicle 20 of the user 50 provides data 21 relevant to advertising. The provision of advertising-relevant data 21 can include sensory detection of visual advertising content 2 arranged outside vehicle 20, for example a video stream containing an advertising poster, or acoustic advertising content 3 reproduced inside vehicle 20, for example an audio stream containing a radio commercial.

The provision of the advertising-relevant data 21 can also include detecting a position of the vehicle 20 or a route taken by the vehicle 20 or a condition of the vehicle 20 or a conversation conducted in the vehicle 20 by the user 50 as an occupant or a preference of the user 50 or a include a trip of the vehicle 20 relevant point in time.

The vehicle 20 transmits the provided advertising-relevant data 21 to a backend server 30. The user 50, as an occupant of the vehicle 20, can agree or object to the transmission of the advertising-relevant data 21 to the backend server 30 before transmission.

The backend server 30 uses the transmitted advertising-related data 21 to update a user-specific advertising profile 51, which is stored in the backend server 30. Updating the user-specific advertising profile 51 can include extracting a position of the advertising content 2, 3 detected by sensors or a time of the advertising content 2, 3 detected by sensors from the advertising content 2, 3 detected by sensors. The backend server 30 can manage a plurality of digital advertising content 31 in a database, compare the advertising-relevant data 21 transmitted by the vehicle 20 with the managed plurality of digital advertising content 31 and, if there is a match, update the user-specific advertising profile 51 using the advertising-relevant data 21 transmitted.

The backend server 30 can transfer the user-specific advertising profile 51 to the advertising server 40 . Then the advertising server 40 can select a digital advertising content 11 to be displayed depending on the user-specific advertising profile 51 and transmit the selected digital advertising content 11 to the mobile terminal device 10 .

The mobile terminal 10 displays the digital advertising content 11 dependent on a user-specific advertising profile 51 to the user 50 of the mobile terminal 10 . The mobile terminal 10 may display the digital advertising content 11 to the user 50 as a driver of the vehicle 20 during a stop of the vehicle 20 or after the vehicle 20 has traveled. The mobile terminal 10 may display the digital advertising content 11 to the user 50 as an occupant of the vehicle 20 during driving of the vehicle 20 when the vehicle 20 is driving autonomously or when the user 50 is different from the driver of the manually controlled vehicle 20 .

Apart from that, the backend server 30 can generate anonymous advertising perception statistics 32 from a plurality of user-specific advertising profiles 51 and make them available to the advertiser, for example.

Reference List

1

system

2

visual advertising content

3

acoustic advertising content

10

mobile device

11

digital promotional content

20

vehicle

21

advertising-related data

22

optical outdoor sensor

23

acoustic interior sensor

30

backend server

31

digital promotional content

32

anonymous advertising perception statistics

40

advertising server

50

user

51

advertising profile

60

wireless communication network

QUOTES INCLUDED IN DESCRIPTION

This list of documents cited by the applicant was generated automatically and is included solely for the better information of the reader. The list is not part of the German patent or utility model application. The DPMA assumes no liability for any errors or omissions.

Patent Literature Cited

• DE 102016000765 A1 [0008]
• EP 1760655 A2 [0009]
• KR 20050095205 A [0010]

Claims (10)

A method for displaying digital advertising content (11), in which - A mobile terminal (10) displays a user (50) of the mobile terminal (10) of a user-specific advertising profile (51) dependent digital advertising content (11); and at that - A vehicle (20) of the user (50) provides advertising-related data (21); - The vehicle (20) transmits the provided advertising-relevant data (21) to a backend server (30); and - the backend server (30) updates the user-specific advertising profile (51) from the transmitted advertising-related data (21). procedure after claim 1 , in which the backend server (30) transmits the user-specific advertising profile (51) to an advertising server (40) of an advertiser and the advertising server (40) selects the digital advertising content (11) to be displayed depending on the user-specific advertising profile (51) and the selected digital advertising content (11) to the mobile terminal (10) transmits. procedure after claim 2 , in which the mobile terminal device (10) displays the digital advertising content (11) to the user (50) as a driver of the vehicle (20) while the vehicle (20) is stopped or after the vehicle (20) has been driving, or the user ( 50) as an occupant of the vehicle (20) displays the digital advertising content (11) while the vehicle (20) is traveling. Procedure according to one of Claims 1 until 3 , in which the provision of the advertising-relevant data (21) comprises sensory detection of visual advertising content (2) arranged outside the vehicle (20) or acoustic advertising content (3) reproduced inside the vehicle (20). procedure after claim 4 , in which the updating of the user-specific advertising profile (51) determines an extraction of a position of the sensory-detected advertising content (2, 3) or a point in time of the sensory-detected advertising content (2, 3) from the sensory-detected advertising content (2, 3). Procedure according to one of Claims 1 until 5 , in which the provision of the advertising-relevant data (21) includes detecting a position of the vehicle (20) or a route of the vehicle (20) or a state of the vehicle (20) or one in the vehicle (20) from the user (50) as a conversation conducted by an occupant or a preference of the user (50) or a point in time relating to a journey of the vehicle (20). Procedure according to one of Claims 1 until 6 , in which the backend server (30) manages a plurality of digital advertising content (31) in a database, compares the advertising-relevant data (21) transmitted by the vehicle (20) with the managed plurality of digital advertising content (31) and, if there is a match, user-specific advertising profile (51) updated using the advertising-related data (21). Procedure according to one of Claims 1 until 7 , in which the backend server (30) generates and provides anonymous advertising perception statistics (32) from a plurality of user-specific advertising profiles (51). Procedure according to one of Claims 1 until 8th , in which the user (50) as an occupant of the vehicle (20) agrees to the transmission of the advertising-related data (21) to the backend server (30) before transmission. System (1) for displaying digital advertising content (11), which comprises a mobile terminal (10), a vehicle (20) and a backend server (30) and is configured, a method according to one of Claims 1 until 9 to execute.

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