GB2370397A - Profiling of the audience of a broadcast advertisement - Google Patents

Profiling of the audience of a broadcast advertisement Download PDF

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Publication number
GB2370397A
GB2370397A GB0031237A GB0031237A GB2370397A GB 2370397 A GB2370397 A GB 2370397A GB 0031237 A GB0031237 A GB 0031237A GB 0031237 A GB0031237 A GB 0031237A GB 2370397 A GB2370397 A GB 2370397A
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GB
United Kingdom
Prior art keywords
advertisement
audience
location
broadcast
merchant
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.)
Withdrawn
Application number
GB0031237A
Other versions
GB0031237D0 (en
Inventor
Johan Sjoeblom
Alex Danci
Jan Strandberg
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
Telefonaktiebolaget LM Ericsson AB
Original Assignee
Telefonaktiebolaget LM Ericsson AB
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Telefonaktiebolaget LM Ericsson AB filed Critical Telefonaktiebolaget LM Ericsson AB
Priority to GB0031237A priority Critical patent/GB2370397A/en
Publication of GB0031237D0 publication Critical patent/GB0031237D0/en
Priority to US10/451,209 priority patent/US20040049779A1/en
Priority to AU2002216119A priority patent/AU2002216119A1/en
Priority to PCT/EP2001/015052 priority patent/WO2002051151A2/en
Publication of GB2370397A publication Critical patent/GB2370397A/en
Withdrawn legal-status Critical Current

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Classifications

    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H60/00—Arrangements for broadcast applications with a direct linking to broadcast information or broadcast space-time; Broadcast-related systems
    • H04H60/61—Arrangements for services using the result of monitoring, identification or recognition covered by groups H04H60/29-H04H60/54
    • H04H60/63—Arrangements for services using the result of monitoring, identification or recognition covered by groups H04H60/29-H04H60/54 for services of sales
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H60/00—Arrangements for broadcast applications with a direct linking to broadcast information or broadcast space-time; Broadcast-related systems
    • H04H60/35—Arrangements for identifying or recognising characteristics with a direct linkage to broadcast information or to broadcast space-time, e.g. for identifying broadcast stations or for identifying users
    • H04H60/45—Arrangements for identifying or recognising characteristics with a direct linkage to broadcast information or to broadcast space-time, e.g. for identifying broadcast stations or for identifying users for identifying users
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L65/00—Network arrangements, protocols or services for supporting real-time applications in data packet communication
    • H04L65/60—Network streaming of media packets
    • H04L65/61—Network streaming of media packets for supporting one-way streaming services, e.g. Internet radio
    • H04L65/611—Network streaming of media packets for supporting one-way streaming services, e.g. Internet radio for multicast or broadcast
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00—Network arrangements or protocols for supporting network services or applications
    • H04L67/01—Protocols
    • H04L67/04—Protocols specially adapted for terminals or networks with limited capabilities; specially adapted for terminal portability
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00—Network arrangements or protocols for supporting network services or applications
    • H04L67/2866—Architectures; Arrangements
    • H04L67/30—Profiles
    • H04L67/306—User profiles
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00—Network arrangements or protocols for supporting network services or applications
    • H04L67/50—Network services
    • H04L67/52—Network services specially adapted for the location of the user terminal
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00—Network arrangements or protocols for supporting network services or applications
    • H04L67/50—Network services
    • H04L67/53—Network services using third party service providers
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H04N21/258—Client or end-user data management, e.g. managing client capabilities, user preferences or demographics, processing of multiple end-users preferences to derive collaborative data
    • H04N21/25866—Management of end-user data
    • H04N21/25883—Management of end-user data being end-user demographical data, e.g. age, family status or address
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/43—Processing of content or additional data, e.g. demultiplexing additional data from a digital video stream; Elementary client operations, e.g. monitoring of home network or synchronising decoder's clock; Client middleware
    • H04N21/442—Monitoring of processes or resources, e.g. detecting the failure of a recording device, monitoring the downstream bandwidth, the number of times a movie has been viewed, the storage space available from the internal hard disk
    • H04N21/44213—Monitoring of end-user related data
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/45—Management operations performed by the client for facilitating the reception of or the interaction with the content or administrating data related to the end-user or to the client device itself, e.g. learning user preferences for recommending movies, resolving scheduling conflicts
    • H04N21/462—Content or additional data management, e.g. creating a master electronic program guide from data received from the Internet and a Head-end, controlling the complexity of a video stream by scaling the resolution or bit-rate based on the client capabilities
    • H04N21/4622—Retrieving content or additional data from different sources, e.g. from a broadcast channel and the Internet
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/47—End-user applications
    • H04N21/478—Supplemental services, e.g. displaying phone caller identification, shopping application
    • H04N21/47815—Electronic shopping
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/47—End-user applications
    • H04N21/478—Supplemental services, e.g. displaying phone caller identification, shopping application
    • H04N21/4782—Web browsing, e.g. WebTV
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/60—Network structure or processes for video distribution between server and client or between remote clients; Control signalling between clients, server and network components; Transmission of management data between server and client, e.g. sending from server to client commands for recording incoming content stream; Communication details between server and client 
    • H04N21/61—Network physical structure; Signal processing
    • H04N21/6156—Network physical structure; Signal processing specially adapted to the upstream path of the transmission network
    • H04N21/6181—Network physical structure; Signal processing specially adapted to the upstream path of the transmission network involving transmission via a mobile phone network
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/81—Monomedia components thereof
    • H04N21/812—Monomedia components thereof involving advertisement data
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/83—Generation or processing of protective or descriptive data associated with content; Content structuring
    • H04N21/84—Generation or processing of descriptive data, e.g. content descriptors
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N7/00—Television systems
    • H04N7/16—Analogue secrecy systems; Analogue subscription systems
    • H04N7/173—Analogue secrecy systems; Analogue subscription systems with two-way working, e.g. subscriber sending a programme selection signal
    • H04N7/17309—Transmission or handling of upstream communications
    • H04N7/17318—Direct or substantially direct transmission and handling of requests
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04W—WIRELESS COMMUNICATION NETWORKS
    • H04W8/00—Network data management
    • H04W8/18—Processing of user or subscriber data, e.g. subscribed services, user preferences or user profiles; Transfer of user or subscriber data
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L69/00—Network arrangements, protocols or services independent of the application payload and not provided for in the other groups of this subclass
    • H04L69/30—Definitions, standards or architectural aspects of layered protocol stacks
    • H04L69/32—Architecture of open systems interconnection [OSI] 7-layer type protocol stacks, e.g. the interfaces between the data link level and the physical level
    • H04L69/322—Intralayer communication protocols among peer entities or protocol data unit [PDU] definitions
    • H04L69/329—Intralayer communication protocols among peer entities or protocol data unit [PDU] definitions in the application layer [OSI layer 7]
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/47—End-user applications
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/47—End-user applications
    • H04N21/478—Supplemental services, e.g. displaying phone caller identification, shopping application
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04W—WIRELESS COMMUNICATION NETWORKS
    • H04W4/00—Services specially adapted for wireless communication networks; Facilities therefor
    • H04W4/06—Selective distribution of broadcast services, e.g. multimedia broadcast multicast service [MBMS]; Services to user groups; One-way selective calling services
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04W—WIRELESS COMMUNICATION NETWORKS
    • H04W60/00—Affiliation to network, e.g. registration; Terminating affiliation with the network, e.g. de-registration

Abstract

A method of determining a profile of the audience of a broadcast advertisement comprises enabling one or more audience members sending their identity or location to a broadcaster or merchant in real time. This is achieved using the medium of interactive television. A broadcaster can then select follow-up advertisements for a known audience, or a merchant can stock products for sale in a location in which he knows there is interest in those products.

Description

PROFILING OF THE AUDIENCE OF A BROADCAST ADVERTISEMENT Field of the Invention The present application relates to profiling the audience of a broadcast advertisement.
Background to the Invention Persuading people to buy products and services can be a difficult and complex business.
A market can be made aware of products and services via advertising channels such as television, radio, newspapers and magazines. Such channels are a form of mass media, and although providers of goods and services can reach a global market using such media, they have no immediate feedback as to who has been persuaded to buy the products or services as a result. The flow of information is in one direction only, from the advertiser to the consumer. Eventually, people may come into shops and buy products, at which stage it is too late to ensure that any demand created by the advertising will be met.
One method of advertising a product on television is the"head and tail"system, in which two short advertisement films about the product are separated by other commercials. Normally the head, or first film, is a long commercial describing the product. The tail (second film) is broadcast after intervening related or unrelated commercials, and is targeted to re-enforce the core message of the first film. The second film is usually much shorter than the first. The impact of the head and tail system is enhanced if the tail can be tailored to the audience of the broadcast.
There is therefore a problem for merchants that without a profile of the audience of their advertisements they cannot tailor subsequent"tail"advertisements to those they know have watched the"head", or ensure that there is sufficient supply in local stores to meet the demand created by advertisements in one particular area.
Statement of the Invention
I
It is an object of the present invention to overcome or at least mitigate the above problem. In particular, it is an object of the present invention to provide a method of obtaining the profile of the audience of an advertisement as quickly as possible after the advertisement has been broadcast.
These and other objects are achieved by the use of interactive television or radio to relay location-specific information about the viewers or listeners of an advertisement to a merchant or broadcaster.
The term"merchant"as used herein is intended to cover distributors, manufacturers etc. of products, and providers of services.
According to a first aspect of the present invention there is provided a method of determining a profile of the audience of a broadcast advertisement, the method comprising : enabling audience members to send their identity or location to the broadcaster of the advertisement or to a merchant in substantially real time when viewing or listening to the advertisement; and automatically collecting and processing sent information to provide a profile of the audience.
Preferably the collection of sent information is synchronised to the broadcast.
Preferably the advertisement is broadcast using a satellite, cable or terrestrial TV broadcast and audience members can send their identity or location to the merchant or broadcaster through an interactive feedback channel via a mobile wireless terminal and a mobile network. The mobile network may be a third generation network (e. g. UMTS) or may be a GSM network providing a packet switched service (e. g. GPRS). The interactive feedback channel preferably uses IP.
The mobile wireless terminal may use WAP. If connected to another network, e. g.
PDC, the mobile wireless terminal may use i-mode.
The location of the viewer may be determined from the location of the terminal in the network.
Alternatively the interactive feedback channel may be via a telephone connection between an audience member's set top box and a broadcaster or merchant, or via a separate stand-alone telephone connection.
In another alternative, feedback may be via the Internet, again between a set top box or a stand-alone IP connection.
Each set top box may have associated with it a unique identifier which is communicated to the merchant, so that the identity or location of each viewer may be determined by the merchant from the identifier of the set top box.
The method may be such that an audience member triggers the sending of a message to the broadcaster or merchant. Of course, in other embodiments, the identity or location of an audience member may be communicated automatically to the broadcaster or merchant each time the advertisement is broadcast.
The profile of the audience may provide information about the demographics (age, income, etc) of the audience. It may alternatively or also provide information about the location of the audience.
According to a second aspect of the present invention there is provided a method of advertising products or services, comprising: broadcasting a first advertisement; obtaining a profile of the audience of the first advertisement in substantially real time using the method described above; selecting a second advertisement based on the profile of the audience of the first advertisement; and broadcasting the second advertisement.
According to a third aspect of the present invention there is provided a method of distributing products and services, comprising : broadcasting an advertisement for the products or services; determining the location of the audience of the advertisement in substantially real time using the method described above; and providing the advertised products or services in locations indicated by the location of the audience of the broadcast advertisement.
The advent of interactive television and radio enables merchants to determine demographic profiles of an audience in real-time. If a merchant knows the demographics (location, age group, income, buying habits, etc. ) of persons who are actually viewing or listening to their advertising, they can tailor the delivery of goods to real stores in a"just-in-time" (JIT) manner to better match the current regional demographics of the audience/consumers who have actually seen/heard the advertisements. In other words, this real-time demographic data can be used to determine what products to ship and stock on store shelves in the days following the broadcast of the commercial.
Brief Description of the Drawings Figure 1 illustrates schematically a system for providing interactive television; Figure 2 illustrates schematically an alternative system for providing interactive television; and Figure 3 is a flow diagram illustrating a method of collecting audience information using interactive television.
Detailed Description of a Preferred Embodiment Interactive television (iTV) is available today to a limited extent. Interactive television will allow individual viewers to participate in television shows, for example as contestants in a game show, without having to attend the studio where the show is being produced, and will allow viewers to request and receive tailored supplementary
information (which may be multimedia data) which it is not possible to provide via a conventional terrestrial, satellite, or cable broadcast. There is illustrated in Figure 1 a system for providing interactive television. A television corporation I broadcasts programmes on a number of different terrestrial digital television channels from a central studio or studios 2 using a set of transmitters 3. This is known as Digital Terrestrial Television (DTT). Alternatively, the programmes may be broadcast via a satellite or cable (not shown). Televisions 4 receive the broadcast channels via a set top box 5, which decodes the channels received. The set top box 5 is connected to the viewer's telephone line 6. Alternatively, an analogue television 4 can have an integrated"set top box"connected to the viewer's telephone line.
The interactive component of television viewing is facilitated by providing an information server 7, operated by the broadcaster, which is coupled to the broadcasting studios to receive the broadcast signals (the server may be provided by one or more computers). The broadcast signals contain programme triggers which indicate the beginning and end of a programme (including commercials) and the identity of broadcast programmes. This enables the information server 7 to be synchronised to the broadcasting studios 2. When a viewer"interacts"with the television, information is sent from the set top box 5 down the telephone line 6, via a PSTN 8, to the information server 7.
If an advertisement is shown, viewers can register their interest in the product advertised, via their set top box 5, by pressing a button on their television remote control 13. The remote control may have a dedicated button which can be pressed to register an interest in an advertisement when it is being shown, so that very little effort is required on the part of the viewer. The set top box 5 receives a signal from the remote control 13 and this triggers the sending of a message to the Information Server 7.
Each set top box has an individual identifier which is included in the sent message, and the location and identity of viewers registering an interest can be determined from the
identifiers of the set top boxes. The information server 7 then collates the information about which viewers have responded to the advertisement in substantially real time, to form a profile of the demographics and/or location of the audience.
If the initial advertisement is a"head"advertisement from a"head and tail"pair, the Information Server automatically instructs the studio 2 as to which"tail"is to be selected, on the basis of the profile formed.
This profile is also relayed to a merchant 9, for example via the Internet 10. The merchant can then decide where demand for the advertised products is likely to increase, and tailor local provision of those products accordingly.
It is of course also possible for the set top box to communicate to the information server 7 the simple fact that an advertisement has been shown on a particular television set, regardless of whether the viewer expresses an interest in the advertised products. This can be done automatically.
Figure 2 illustrates another system for providing interactivity to analogue television, and LY does not require the use of a set top box. Like numerals refer to like components from Figure 1. The television corporation 1 broadcasts programmes on a number of different terrestrial television channels from a central studio or studios 2 using a set of transmitters 3. These broadcasts may comprise digital or analogue signals. Televisions 4 receive the broadcast channels in the usual manner.
The interactive component of television viewing is again facilitated by the provision of an information server 7 coupled to the broadcasting studios to receive the broadcast signals so as to be synchronised with those signals. The information server is coupled to the Internet 10.
In order to participate in an interactive broadcast, a viewer must also be able to access the Internet 10. In the example shown in Figure 2, this is done with a wireless device 11 such as a mobile telephone, communicator, or PDA, via a mobile telecommunication access network 12 to which the terminal user subscribes. Existing mobile phone
networks (e. g. GSM) may have this functionality. However, Internet access is being greatly enhanced with the introduction of new services such as GPRS and new networks such as UMTS. Alternatively, the viewer may access the Internet via a standard telephone or cable modem from an ordinary PC.
If an advertisement is shown, viewers can register their interest in the product advertised with the information server 7 via the Internet 10. Tube-formation server dso able to pass data back to the wireless device 11, for example prompting audience members to register their interest in a particular product. The information server 7 is again also connected to an external merchant 9 via the Internet, and generates an audience profile of those audience members who have registered interest in a product. The profile is communicated by the information server 7 to the merchant 9 and/or used to select a tail where the initial advertisement is the head of a head and tail pair.
Operators of existing mobile telephone networks already know the Location Area (i. e. the group of broadcast cells) in which the user of a mobile subscriber is located. Future networks will be able to pin-point the location of subscribers with a much greater degree of accuracy. By making this location information available to the information server 7 and thus the merchant 9 in respect of those viewers who respond, it is possible to build up a profile of the location of viewers watching the advertisement, as with the system of Figure 1.
It will be appreciated that various modifications can be made to the above described embodiments without departing from the scope of the present invention. For example, advertisements could be broadcast using interactive radio rather than television.
The interaction between audience members and the broadcaster or merchant could also be achieved using text messaging (for example the Short Message Service (SMS) of GSM) using conventional mobile networks.

Claims (17)

  1. CLAIMS : 1. A method of determining a profile of the audience of a broadcast advertisement, the method comprising: enabling audience members to send their identity or location to the broadcaster of the advertisement or to a merchant in substantially real time when viewing or listening to the advertisement; and automatically collecting and processing sent information to provide a profile of the audience.
  2. 2. A method as claimed in claim 1, wherein the collection of sent information is synchronised to the broadcast advertisement.
  3. 3. A method as claimed in claim 1 or 2, wherein the advertisement is broadcast using a satellite, cable or terrestrial TV broadcast and audience members send their identity or location to the merchant or broadcaster through an interactive feedback channel via a mobile wireless terminal and a mobile network.
  4. 4. A method as claimed in claim 3, wherein the mobile network is a third generation network.
  5. 5. A method as claimed in claim 3, wherein the mobile network is a GSM or PDC network providing a packet switched service.
  6. 6. A method as claimed in claim 3,4 or 5, wherein the interactive feedback channel uses IP.
  7. 7. A method as claimed in claim 3,4, 5 or 6, wherein the mobile wireless terminal uses WAP or i-mode.
  8. 8. A method as claimed in any of claims 3 to 7, wherein the location of an audience member may be determined from the location of the terminal in the network.
  9. 9. A method as claimed in claim 1 or 2, wherein the advertisement is broadcast using a satellite, cable or terrestrial TV broadcast and audience members send their identity or location to the merchant or broadcaster through an interactive feedback channel via a telephone connection between an audience member's set top box and a broadcaster or merchant.
  10. 10. A method as claimed in claim 1 or 2, wherein the advertisement is broadcast using a satellite, cable or terrestrial TV broadcast and audience members send their identity or location to the merchant or broadcaster through an interactive feedback channel via the Internet between an audience member's set top box and a broadcaster or merchant.
  11. 11. A method as claimed in claim 9 or 10, wherein each set top box has associated with it a unique identifier which is communicated to the broadcaster or merchant, and the identity or location of each said audience member is determined from the identifier of the set top box.
  12. 12. A method as claimed in any preceding claim, wherein an audience member triggers the sending of a message to the broadcaster or merchant.
  13. 13. A method as claimed in any of claims 1 to 11, wherein the identity or location of an audience member is communicated automatically to the merchant each time the advertisement is broadcast.
  14. 14. A method as claimed in any preceding claim, wherein the profile is a location profile.
  15. 15. A method as claimed in any preceding claim, wherein the profile is a demographic profile.
  16. 16. A method of advertising products or services, comprising: broadcasting a first advertisement;
    obtaining a profile of the audience of the first advertisement in substantially real time using a method as claimed in any preceding claim ; selecting a second advertisement based on the profile of the audience of the first advertisement; and broadcasting the second advertisement.
  17. 17. A method of distributing products and services, comprising : broadcasting an advertisement for the products or services; determining the location of the audience of the advertisement in substantially real time using the method of any of claims 1 to 15; and providing the advertised products or services in locations indicated by the location of the audience of the broadcast advertisement.
GB0031237A 2000-12-20 2000-12-21 Profiling of the audience of a broadcast advertisement Withdrawn GB2370397A (en)

Priority Applications (4)

Application Number Priority Date Filing Date Title
GB0031237A GB2370397A (en) 2000-12-21 2000-12-21 Profiling of the audience of a broadcast advertisement
US10/451,209 US20040049779A1 (en) 2000-12-20 2001-12-18 Interactive television
AU2002216119A AU2002216119A1 (en) 2000-12-20 2001-12-18 Interactive television
PCT/EP2001/015052 WO2002051151A2 (en) 2000-12-20 2001-12-18 Interactive television

Applications Claiming Priority (1)

Application Number Priority Date Filing Date Title
GB0031237A GB2370397A (en) 2000-12-21 2000-12-21 Profiling of the audience of a broadcast advertisement

Publications (2)

Publication Number Publication Date
GB0031237D0 GB0031237D0 (en) 2001-01-31
GB2370397A true GB2370397A (en) 2002-06-26

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GB0031237A Withdrawn GB2370397A (en) 2000-12-20 2000-12-21 Profiling of the audience of a broadcast advertisement

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Cited By (1)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
GB2398666A (en) * 2001-08-17 2004-08-25 Nokia Corp Distributing information around a network

Citations (2)

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Publication number Priority date Publication date Assignee Title
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