WO2015070290A1

WO2015070290A1 - Dynamic generation of an advertising schedule

Info

Publication number: WO2015070290A1
Application number: PCT/AU2014/050354
Authority: WO
Inventors: David Chris LEVICK; Maurice Rafik Ramzy SALIB
Original assignee: P.E.D Marketing Pty Ltd
Priority date: 2013-11-18
Filing date: 2014-11-18
Publication date: 2015-05-21

Abstract

A server processing system (310), system (500), method (400), electronic advertising (device 320) and computer program are disclosed for generating an advertising schedule for presenting advertising content at a fixed location. In one aspect the server processing system (310) receives at least one of pedestrian traffic data (350) indicative of pedestrian traffic within a defined proximity of the fixed location and location data (36)0 indicative of one or more locations of a mobile communication device (330) associated with a user having a user profile. The server processing system (310) generates an advertising schedule (370) using advertising campaign data indicative of one or more requirements for presenting the advertising content and at least one of: the pedestrian traffic data; and the location data and the user profile. The advertising content is presented by an electronic advertising (device 320) at the fixed location in accordance with the generated advertising schedule (370).

Description

DYNAMIC GENERATION OF AN ADVERTISING SCHEDULE

Cross-Reference to Related Applications

[0001] The present application claims priority from Australian Provisional Patent Application No. 2013904451 filed o 18 November 20.13, the content of which is incorporated herein by reference.

Field of Invention

[0002] The present invention relates to a server processing system, method, system, mobile device, electronic advertising device, computer program, and computer readable medium for dynamic generation of an advertising schedule.

Background

[0003] Businesses have finite budget fo marketing/advertising. Therefore, advertisers seek to maximise the 'return on investment' spent in relation t marketing and advertising, wherein advertisers seek advertisin options whic can reach the people most likely to enter their business premises and to make purchase.

[0004] While electronic systems can now deliver relevant advertising to computers, based on Internet browsing habits, these potential purchasers are often remote from the businesses themselves, and often browsing outside business hours. Traditional mass media also offer an extensive reach. However, mass media marketing/advertising is generally provided to a undifferentiated market that is also often geographically remote from the advertiser.

[0005] The reference in this specification to any prior publication (or information derived from it), or to any matter which is known, is not, and should not be taken as an acknowledgment or admission or any form of suggestion that the prior publication (or information derived from it) or known matter forms part of the. common general knowledge in the field of endeavour to which this specification relates. Summary

[0006] In a first aspect there is provided a server processing system for generating an advertising schedule for presenting advertising content using an electronic advertising device located at a fixed location, wherein the server processing system is configured to; receive at least one of:

pedestrian traffic data indicative of pedestrian traffic within a defined proximity of the fixed location; and

location data indicative of one or more locations of a mobile communication device associated with a user having a user profile; and

generate an advertising schedule using advertising campaign data indicative of one or more requirements for presenting the advertising content and at least one of:

the pedestrian traffic data; and

the location data and the user profile;

wherein the advertising content is presented b the electronic advertising device in accordance with the generated advertising schedule.

[0007] In certain embodiments, the server processing system is. configured to receive the pedestrian traffic data from the electronic advertising device, and wherein the server processing system receives the iocation data from the mobile communication device,

[0008] In certain embodiments* the server processing system is configured to transfer the advertising content to the electronic advertising device for presentation according to the generated adverti sing schedule.

[00091 In certain embodiments, the server processing system is in dat communication with a plurality of electronic advertising devices dispersed over a geographical area at ^•fixed locations, wherein the server processing system is configured to:

receive at least one of the pedestrian traff ic data in relation to the fixed locations for the plurality of electronic advertising devices and the location data; and generate a plurality of advertising schedules for the plurality of electronic advertising devices, wherein advertising content is presented by each electronic advertising device in accordance with the respective advertising schedule.

[0010] In certain embodiments, the one or more requirements of the advertising campaign data include a geographical requirement which the advertising content is permitted to be presented,

[0011] In a second aspect there i provided a system for generating an advertising schedule for presenting advertising content, wherein the system includes a server processing system in data communication with an electronic, advertising device located at a fixed location, wherein:

the server processing system is configured to:

receive at least one of:

location data indicative of one or more locations of a mobile communication device associated with a user having a user profile; and generate an advertising schedule using advertising campaign data indicative of one or more requirements for presenting the advertising content and at least one of :

the pedestrian traffic data; and

the location data and the user profile; and

the electronic advertising device is configured to present advertising conten in accordance with the generated advertising schedule.

[0012] In certain embodiments, the server processing system receives the pedestrian traffic data from the electronic advertising device, and wherein the server processing system receives the location data from the mobile communication device. [0013] In certain embodiments, the electronic advertising device is configured to detect a number of wireless communication devices located within the defined proximity, wherein the pedestrian traffic dat is based upon or indicative of the number of wireless communication devices located within the defined proximity.

[OOI43 In certain embodiments, the server processing system is configured to transfer the advertising content to the electronic advertising device for presentation according to the generated advertising schedule.

[00153 In certain embodiments, the electronic advertising device is configured to store in memory the advertising content indicative of a plurality of. advertisements, each advertisement having associated therewith an identity, wherein the advertising schedule is indicative of a plurality of identities of at least some of the advertisements stored in the memor of the electronic advertising device, wherein the at least some of the advertisements are retrieved from the memory and presented in accordance with the advertising schedule.

[0016] In certain embodiments, the system includes a computer program executing upon a mobile communication device in communication with the serve processing system, wherein the mobile communication device is configured by the computer program to generate and transfer, to the server processing system, location data indicative of the location of the mobile communication device associated with a user having a user profile.

[OOI73 In certain embodiments, the system includes a plurality of electronic advertising devices dispersed over a geographical area at fixed locations, wherein each electronic device is configured to present advertising content in accordance with a respective advertising schedule, and wherein the server processing system is configured to: receive at least one of the pedestrian traffic data in relation to the fixed locations for the plurality of electronic advertising devices and the location data; and

generate a plurality of advertising schedules for the plurality of electronic advertising devices. [0018] In certain embodiments-, the one or more requirements of the advertising campaign data include a geographical requirement which the advertising content is permitted to be presented.

[ OI93 In a third aspect there is provided an electronic advertising device located at a fixed location for presenting advertising content according to art advertising schedule, wherein the electronic advertising device includes a processing system configured to:

generate pedestrian traffic data indicative of pedestrian traffic withi a defined proximity of the fixed location;

transfer the pedestrian traffic dat to a. server processing system;

receive, from the server processing system, an advertising schedule generated by the server processing system based upon the pedestrian traffic data; and

present advertising content according to the advertising schedule.

[00203 In certai embodiments, the electronic advertising device is configured to detect a number of wireless communication devices located within the defined proximity, wherein the pedestrian traffic data is based upon or indicative of the number of wireless communication devices located within the defined proximity.

[00213 hi certain embodiments, the electronic advertising device receives from the server processing system the advertising content to the electronic advertising device for presentation according to the generated advertising schedule.

[00223 In certain embodiments, the electronic advertising device is configured, to store in memory the advertising content indicative of a plurality of advertisements, each advertisement having associated therewith an identity, wherein the advertising schedule is indicative of a plurality of identities of at least some of the advertisements stored in the memory of the electronic advertising device, wherein the at least some of the advertisements are retrieved, fro the memory and presented in accordance with the advertising schedule. [00233 In a fourth aspect there is provided a method for generating an advertising schedule for presenting advertising content using an electronic advertising device located at a fixed location, wherein the method mcludes, in a server processing system, steps of. receiving at least one of:

generating an advertising schedule using advertismg campaign data indicative of one or more re uii^*ements for presenting the advertising content and at least one of:

the pedestrian traffic data; and

the location data and the user profile;

wherei the advertising content is presented by the electronic advertising device in accordance wit the generated advertising schedule.

[0024] In certain embodiments, the method includes the server processing system receiving the pedestrian traffic data from the electronic advertising device, wherein the server processing system receives the location data from the mobile communication device.

[0025] In certain embodiments, the method includes the server processing system transferring the advertising content to the electronic advertising device for presentation according to the generated advertising schedule.

[0026] In certain embodiments, the server processing system is in data communication with a plurality of electronic advertising devices dispersed over a geographical area a fixed locations, wherein the method includes:

the server processing system receiving, at least one of the pedestrian traffic data in relation to the fixed locations for the plurality of electronic advertising devices and the location data; and the server processing system generating a plurality of advertising schedules for the pluralit of electronic advertising devices;, wherein advertising content is presented by eac electronic advertising device in accordance with the respective advertising schedule.

[0027] in certain embodiments, the one or more requirements of the advertising campaign data include a geographical requirement which the advertising content is permitted to be presented,

[0028] In a fifth aspect there is provided a computer readable medium for configuring a server processing system to generate an advertising schedule for presenting advertising content using an electronic advertising device located at a fixed location, wherein the computer readable medium includes executable instructions which configures the server processing system to:

receive at least one of:

location data indicative of one or more locations of a mobile communication device associated wit a user having a user profile: and

generate an advertismg schedule using advertising campaign data indicative of one or more requirements for presenting the advertismg content and at least one of:

the pedestrian traffic data; and

the location data and the user profile;

wherein the advertising content i presented by the electronic advertising device in accordance with the generated advertisin schedule.

[00293 hi certain embodiments, the server processing system is configured to receive the pedestrian traffic data from the electronic advertising device, and wherein the server processing system is configured to receive the location data from the mobile communication device. [0030] In certain embodiments, the server processing system is configured to transfer the advertising content to the electronic advertising device for presentation according to the generated advertising schedule.

[0031 ] In certain embodiments, the server processing system is in data communication with a plurality of electronic advertising devices dispersed ove a geographical area at fixed locations, wherein the server processing system is configured to;

receive at least one of the pedestrian traffic data in relation to the fixed locations for the plurality of electronic advertising devices and the location data; and

generate a plurality of advertising schedules for the plurality of electronic advertising devices, wherein advertising content is presented by each electronic advertising device in accordance with the respective advertising schedule.

[0032] In certain embodiments, the one or more requirement of the advertising campaign data include a geographical requirement which the advertising content is permitted to be presented.

[0033] Other aspects and embodiment will be appreciated throughout, the detailed description.

Brief Description of the Figures

[0034] Example embodiments should become apparent from the following description, which is given b way of example only, of at least one preferred but non- limiting embodiment, described in connection with the accompanying figures.

[0035] Figure 1 illustrates a functional block diagram of an example processin device that ca be utili zed to embody or gi ve effect to a particular embodiment;

[00363 Figure 2 illustrates an example network infrastructure that can be utilized to embody or give effect to a particular embodiment; [0037] Figure 3 illustrates a block diagram representing an example system for dynamically generating an advertising schedule;

[0038] Figure 4 illustrates a flowchart representing an example method for dynamically generating an advertising schedule;

[ 39] Figure 5 represents a block diagram representing another example system for dynamically generating an advertising schedule;

[0040] Figure 6 is a schematic illustrating a database structure for use in generating an advertising schedule and for presenting advertising content and

[0041] Figure 7 is a functional block diagram of an example electronic advertising device.

Detailed Description of ^'Example Embodiments

[0042] The following modes, given by way of example only, are described in order to provide a more precise understanding of the subject matter of a preferred, embodiment or embodiments.

[0043] A particular embodiment of the present invention can be realised using a processing device, an example of which is shown in Fig, 1. in particular, the processing device 100 generally includes at least one processor 102, or processing unit or plurality of processors, memory 104, at least one input device 106 and at least one output device 108, coupled together via a bus or group of buses 1 10. In certain embodiments, input device 106 and output device 108 could be the same device. An interface 11.2 can also be provided for coupling, the processing device 100 to one or more peripheral devices, for example interface 112 could be a PCI card or PC card. At least one storage device 1.14 which houses at least one database 1 16 can also be provided. The memory 104 can be any form of memory device, for example, volatile or non-volatile memory, solid state storage devices, magnetic devices, etc. The processor 102 could include more than one distinct processing device, for example to handle different functions within the processing device 100.

[0044] Input device 106 receives input data 1 18 (such as electronic content data), for example via a network or from a local storage device. Output device 108 produces or generates output data 120 (suc as viewable content) and can include, for example, a display device or monitor in which case output data 120 is visual, a printer in which case output data 120 is printed, a port for example a USB port, a peripheral component adaptor, a data transmitter or antenna such as a modem or wireless network adaptor, etc, Output, data 120 could be distinct and derived from different output devices, for example a visual display on a monitor in conjunction with data transmitted to a network. A user could view data output, or an interpretation of the data output, on, for example, a monitor or using a printer. The storage device 114 can be any form of data or information storage means, for example, volatile o non-volatile memory, solid state storage devices, magnetic devices, etc..

[0045] Examples of electronic data storage devices 114 can include disk storage, optical discs, such as CD, DVD, Blu-ray Disc, flash memory/memory card (e.g., solid state semiconductor memory), Muiti edia Card. USB sticks or keys, flash drives, Secure Digital (SO) cards, microSD cards, miniSD cards, SDHC cards, miniSDSC cards, solid- state drives, and the like.

[004ft] In use, the processing device 100 is adapted to allow data or information, to be stored in and/or retrieved from, via wired or wireless communication means, the at Least one database 1 16, The .interface 112 may allow wired and/or wireless communication between the processing unit 102 and peripheral components that: may serve a specialised purpose. The proeessor 1.02 receives instructions as input data 1 18 via inpul device 106 and can display processed results or other output to a user by utilising output device 108. More than one input device 106 and/or output device 108 can be provided. It should be appreciated that the processing device 100 may be any form of terminal, PC, laptop, notebook, tablet, smart phone, specialised hardware, or the like. [0047] The processing device 100 may be a part of a networked communications system 200, as shown in Fig. 2. Processing device 100 could connect to network 202, for example the Internet o a WAN. Input date 118 and output data 120 could be communicated to other devices via network 202. Other terminals, for example, thin client 204, further processing systems 206 and 208, notebook compute 210, mainframe computer 212, PDA 214, pen-based computer 216, server 218, etc., can be connected to network 202. A large variety of other types of terminals or configurations could be utilized. The transfer of information and/or data over network 202 can be achieved using wired communications means 220 or wireless communications means 222. Server 218 can facilitate the transfer of data between network 202 and one or more databases 224, Server 218 and one or more databases 224 provide an example of an information source.

[0048] Othe networks may communicate with network 202. For example, telecommunication network 230 could facilitate the transfer of data between network 20 and mobile or cellular telephone 232 or a PDA-type device 234, by utilising wireless communication means 236 and receiving/transmitting station 238. Satellite communications network 240 could communicate with satellite signal receiver 242 which receives data signals from satellite 244 which in turn i in remote communication with satellite signal transmitter 246. Terminals, for example further processing system 248, notebook computer 250 or satellite telephone 252, can thereby communicate with network 202, A local network 260, which for example may be a private network, LAN, etc, may also be connected to network 202. For example, network 202 could be connected with ethernet. 262 which connects terminals 264, server 266 which controls the transfer of data to and/or from database 268, and printer 270, Various other types of networks could be utilised,

[0049] The processing device 100 is adapted to communicate with other terminals, for example, further processing systems 206, 208, by sending and receiving data, 1 18, 120, to and from the network 202, thereby facilitating possible communication with other components of the networked communications system 200. [00503 Thus, for example, the networks 202, 230, 240 may form part of, or he connected to, the Internet, in which case, the terminals 206* 212, 218, for example, may be web servers. Internet terminals or the like. The networks 202,. 230, 240, 260 may be or form part of other communication networks, such as LAN, WAN, ethernet, token ring, FDD.I ring, star, etc., networks, or mobile telephone networks, such as GSM, CDMA or 3G, etc., networks, and may be wholly or partially wired, including for example optical fibre, or wireless networks, depending on a particular implementation.

[005.1] Referring to Figure 3 there- is shown, a block diagram representing a system for dynamically generating an advertising schedule 370. In particular, the system includes an electronic advertising device 320 in data communication wit a server processing system 310 via one or more computer and/or communication networks 202, 230, 240. The server processing syste 310 can be provided in the form of processing system 100. The electronic advertising device 320 is located at a fixed location which preferably experiences pedestrian traffic. The electronic advertising device 320 can be provided in accordance with Figure 7 as will be discussed in further detail below, in specific forms, the electronic advertisin device 320 is provided in the form of a tablet processing system or a smart television.

[0052] The operation of the system shown in Figure 3 will now be described in relation to the flowchart of Figure 4 depicting a method for generating an advertising schedule 370.

[0053] In particular, at step 410, the method 400 includes the server processing system 310 receiving pedestrian traffic data 350 and/or location data 360, Hie pedestrian traffic data. 350 is indicative of pedestrian traffic within a defined proximity 380 of the fixed location of the electronic advertising device 320. The location data 360 is indicative of one or more locations of a mobile communication device 330B associated with a user having a user profile. The server processing system may receive identity data, in association with the location dat 360, from the mobile communication device 330B indicative of the user identity or alternatively indirectly indicative of a user identity via a device identity of .the mobile communication device 330B associated with the respective user. The server processing system 310 generally has access to user profile data 340 in relation to the user, wherein the identity is used to determine the respective user profile 340.

[60541 At step 420, the method includes the server processing system 310 generating an advertising schedule 37 using advertising campaign data 335 and at least one of the pedestrian traffic data 350 and the location data 360 together with the user profile 340 associated with the identity, The advertising campaign data 335 is indicative of one or more requirements for presenting the adverti ing content.

[0055] At step 430, the electronic advertising device 320 presents the advertising conten in accordance with the generated advertising schedule 370,

[60563 Step 410 to 430 may be iteratively performed over time suc that the advertising schedule 370 changes over time and the presentation of advertising content is dynamic,

[0057] As the advertising sehedule 370 is generated by the server processing system 10 based on pedestrian traffic and/or the locations of users having a particular user profile, the server processing system 310 can. enable an advertiser to execute a more effective advertising campaign which is targeted to a particular audience. For example, an advertisement ma be presented when a threshold amount, of pedestrian traffic is detected for a. fixed location of the electronic advertising device 320, Additionally or alternatively, a particular advertisement may be presented in accordance with the adverti in sehedule 370 based on user profiles of one or more identified users located nearby the electronic advertising device 320. It will be appreciated that the mobile communication device 330B does not necessarily need to be located within the proximity 380 for location data 360 to be recorded and transferred to the server processing system 310. [0058] Referring to Figure 5 there is shown another system, diagram of an example system. 500 for generating a plurality of advertising schedules 370,

[0059] In particular, the system 500 includes the server processing system 310 in data, communication with a plurality of electronic advertising devices 320. Each electronic advertising device 320 is located at a different fixed location within a geographical area. The server processing system 310 is configured to generate a plurality of advertising schedules 370 for the respective plurality of electronic advertising devices 320.

[0060] Figure 7 shows a functional block diagram of the electronic advertising device 320. In particular, the electronic advertising device 320 includes a processor 700, a memory (both volatile mid non-volatile) 720, a display 730, a wireless communication module 740, a camera module 750, and audio device 760 coupled together by a bus 770. Preferably, the electronic advertising device includes an input device 770 although this is generally not useable by the public. Advertising content can be presented via the display 730 and optionally via the audio device 760 which may be one or more speakers.

[0061] Returning to Figure 5, the system 500 includes multiple instances of a client application 331 which are installed and executed upon a respective plurality of mobile communication devices 330B. wherein each mobile communication device 33GB is associated with a respective user. Examples of a. mobile communication device 33GB can include a smartphone, tablet processing system, phablet processing system, dr. the like. The client application 331 can be downloaded from an application repository server (e.g. Apple's App Store) and installed upon each mobile communication device 330B, When an instance of the client application 331 is launched by a respective user, the user completes a registration form which includes the user inputting user profile information. Upon completing the registration form, registration data indicative of user profile information is transferred from the respective mobile communication device 330B, under control of the client application 331 , to the server processing, system 310. The server proce ing system 31.0 stores the user profile information in a user profile data store 340 which may be stored in local memory or in non-local torage device, The user profile information input by the user may be indicative of age, ender* income range and/or one or more interests. [0062] The server processing system 310 also has stored in local memory, or can access from the non-local storage device, advertising device location data 390 indicative of the fixed locations of the plurality of electronic advertising devices 320.

[00633 Additionally, the server processin system 310 has stored in local memory, or can access from the non-local storage device, the advertising campaign data 335. Preferably, the advertising campaign data 335 is indicative of advertising requirements for a plurality of advertising campaigns, wherein each advertising campaign is associated with respective advertising content. The advertising campaign data 335 may be provided by an advertiser operating a processing system 100 in data communication with the server processing system 310. In particular, the server processing system 310 can include or be associated with a web server which hosts a website allowing an advertiser to complete an advertising campaign submission form to define requirements for an advertising campaign which is submitted to the server processing system 310 for storage as the advertising campaign data 335. In an alternate form, another entity (i.e. an employee of an entity operating the system) may record the advertising campaign data 335 in the advertising campaign data store on behalf of an advertiser, wherein the advertiser communicates (e.g. email, telephone) the requirements and/or advertising content to the entity.

[00643 The one or more requirements which can be defined by the advertiser can include, for example, at least one of a time/day when the advertising content can be presented (i.e. each weekday, or weekends onl (Friday evening to Sunday evening inclusive) specific days and dates), run cycle (i.e. number of months, number of weeks, number of days, and/or number of presentation impressions), permitted geographical area for the advertising content to be presented (i.e. whole of electronic advertising device network, or part of the electronic advertising device network defined by proximity to a particular street address or geographic location, a specific location or geographical feature, or a specific electronic advertising device 320), pedestrian traffic density (very high; high; moderate) and pedestrian traffic profile (age; gender; income range; interest(s)). [0065] The advertising campaign data 335 can additionally he indicative of or associated with a location of the advertiser (i.e. an address for the advertiser's shop or premises) and/or the respective advertismg content (i.e. digital content which can include a digital image or video file).

[00663 The server processing system 310 also has stored in local memory, or can access from the non-local storage device, historical data 395 indicative of historical pedestrian data and historical location data for users.

[0067] Each electronic advertising device 320 is configured to determine pedestrian traffic within the defined proximity 380 and present the advertising content in accordance with the advertising schedule 370 generated by the server processing system 310. In particular, the electronic advertising device 320 includes a wireless communication module 740 which detects wireless communication devices 330 withi a wireless communication proximity 380 of the electronic advertisin device 320. For example, each electronic advertising device 320 includes a wireless communication module 740 which detects Bluetooth data signals 399 emitted by wireless communication, devices 330 which are located within the wireless data communication proximity 380 of the respective electronic advertising device 320. The electronic advertising device 320 determines the number of wireless communicatio devices 330 located within the respective wireless data communication proximity 380 based on the received signals 399. The number of wireless communication devices 330 (including registered communication devices 33GB and non- registered communication devices 330A) detected within the respective wireless data communieation proximity 380 is used as an indicator of the number of pedestrians present at a point in time within the respective wireless data communication proximity 380. Each electronic advertising device 320 ca periodically transfer the pedestrian traffic data 350 indicative of the amount of pedestrian traffic automatically to the server processing system 31.0. It will be appreciated that Bluetooth protocol is one possible example of the wireless data communication that can be detected b each electronic advertising device 320, and that other wireless data transmissions 399j such as WiFi signals, can also be detected. The wireless communication module 740 can also be used to determine the Received Signal Strength Indicator (RSSI) for each detected signal such that a distance of the mobile communication device 330 over time, relative to the electronic advertising device 320, can be determined based on the RSSI.

[0068] in an additional or alternative implementation, each electronic advertising device 320 may use the camera module 750 to capture visual data of pedestrian traffic. For example, electronic advertising device 320 is configured to capture a photograph of an adjacent area using the camera module 750. Alternatively the respective electronic advertising device 320 is configured to capture a video of an adjacent area. The visual data indicative of the pedestrian traffic can be transferred to the server processing system 3.1.0 for image/facial recognition processin to determine a number of pedestrians detected within the adjacent area. This processing could alternatively be performed by the device 320 in order to reduce the amount of data being transferred between devices and also to increase the speed of operation of the system 500. It is possible for only visual data to be used to detect a number of pedestrians within the defined proximity 380 or alternatively the visual data may be used in combination with the data indicative of the number of wireless communication devices 330 detected within the wireless data communication proximity 380 to determine a number of pedestrians detected within the adjacent area.

[0069] The client application 331 installed on each mobile communication device 330B associated wit a registered user periodically records a geographical coordinate of the respective mobile communication device 300B whilst the client application 331 is executing upon the mobile communication device 330B. For example, the client application 331 ma not be visually displayed on the display of the mobile communication device 330B but is still executing in the background of the operating system thereof. The mobile communication device 330B includes a location receiver (such as a Global Navigation Satellite Systems (GNSS) receiver which can include GPS, Galileo, Glonass, IRNAS and Beidou-2 satellite navigation receivers) which the client application 331 can utilise to obtain the geographical coordinate of the mobile communication device 330B. The client application 331 records timestamp associated with the geographical coordinate or alternatively the location receiver provides timestamped location coordinates, The client applieation 331 periodically transfers to the server processing system 310 the location data indicative of one or more iiraestaroped geographical co-ordinates. The client application 331 transfers, with the location data 360, an identity indicator to indicate the registered user or the mobile communication device 30B of the registered user such that the user profile associated wit the user can be identified.

(0070] The server processing system 310 determines an advertising schedule 370 for the electronic advertising device 320 located at the. fixed location based on the location data 360 and/or the pedestrian traffic data 350. In particular, the server processing system 3.1.0 has stored in memory 104 a schedule generator 3:1 .1. which compares the one or more requirements of the advertising campaigns against the loeation(s) of one or more user profiles of registered users and/or the amount of pedestrian traffic within the defined proximity 380, wherein the results of the comparison identify one or more advertisements that can be presented by the respective electronic advertising device 32 at the fixed location in accordance with the advertising campaign data 335. In response to identifying the relevant advertisements, the schedule generator 311 generates an advertising schedule 370 indicative of a plurality of time slots, wherein each time slot is associated with an advertisement for a relevant advertising campaign. The advertisements are then presented by the respective electronic advertising device 320 in accordance with the generated advertising schedule 370.

[0071] More specifically, the advertising schedule data indicative of the generated advertising schedule 370 is transferred to the respective electronic advertising device 320. The advertising schedule 370 is indicative of the time slots and identities associated with the respective advertisements. The digital advertisements can be stored in local memory of the electronic advertisin device 320 such that the device application 321 retrieves and presenls the relevant advertisement in accordance with the received advertising schedule 370. It will be appreciated that the digital content may be stored in memory 72 of the electronic advertising device 320 in association with a unique identity to uniquely identify the content. Advantageously, in this embodiment it is unnecessary for the server processing system 310 to then retransfer the same advertising content to the electronic advertising device 320 for multiple advertising schedules as the same advertising content can he retrieved from local memory 720 when required by the currently implemented advertising schedule, h this embodiment_s the server processing system 310 can transfer one or more digital advertising content files in periods of scheduled downtime for storage in local memory of the electronic advertising devices 320. In an alternate embodiment, the server processing system 310 can stream the advertising content to the respective electronic advertising .device 320 for presentation, wherein the streamed advertising content is generated in . The server processing system 310 can debit an account associated with each advertising campaign in relation to the presentation of the respective advertising content.

[0072] The user profile data 340 of users and the number of pedestrians detected within defined proximities can be stored, in a historical data store 395. The historical data stored i the historical data store 395 can be used by the schedule generator 311 for generating the advertising schedule 370. The server processing system 310 can analyse the historical data 395 to detect historical trends in the profile of pedestrians present in geographical areas aid the pedestrian traffic within the defined proximity 380 of a respective electronic advertising device 320 for particular days and/or times. The schedule generator 311 can additionall generate the advertising schedule 370 based upon the historical trends.

[0073] In one form the pedestrian traffic data 350 and/or the location data 360 may be transferred periodically to the server processing system 310. For example, pedestrian traffic data 350 and/or location data 360 may be transferred, every ten minutes by each electronic advertising device 320 to the server processing system 31.0. The server processing system 310 can then generate the respective advertising schedule 370 based on an average amount of pedestrian traffic over this time period as well as the user profiles of the registered users within a geographical area. Relevant advertisements based on the requirements of the advertisin campaign data 335 are then determined by the. server processing system 310 for this time period. [0074] In a alternate form, the pedestrian traffic data 350 and/or the location data 360 may be transferred in. substantially real time. The server processing system 310 can then generate an advertising schedule 370 in response to receivin the real time data.

[0075] in another form, the location data 360 may be transferred substantially i real time from each relevant mobile communication device 330B executing the client application 331 to the serve processing system 310, and the pedestria traffic data 350 may be transferred periodically from the electronic advertising device 320 to the server processing system 310. The server processing system 310 can collect the real time location data 360 over time and when the periodic transfer of the pedestrian traffic data 350 is received the server processing system 310 can generate the advertisin schedule 370 for the respective electronic advertising device 320 based on the periodic pedestrian traffic dat 350 and the real time location data 360 collected over the temporal period.

[0076] I one form, one or more of the electronic advertising devices 320 may be located near a pedestrian crossing of a traffic intersection. As such, the respective .electronic advertising device 320 may cease the presentation of advertising content during movement of pedestrians at the pedestrian crossing. In particular, if the RSSI of a threshold plurality wireless communication signal are detected moving after a period of no movement, the electronic advertising device 320 may pause, fade or cease the presentation of the advertising content in order to avoid distracting pedestrians whilst crossing the road. Additionally or alternatively, the electronic advertising device 320 may capture, using the camera module 750 a colour image which indicates the colour of a pedestria crossing indicator. The electronic advertising device 320 may perform image processing upon the colour image to determine the colour of the pedestrian crossing indicato and take particular actions in response to the detected colour (i.e. red = cease/pause/fade advertising content; gree - present advertising content). As discussed previously, the electronic advertising device 320 may determine the distance of mobile communication device(s) 330 relative to the electronic advertising device 320 based on tire determined RSSI of signals received. In thi situation, the electronic advertising device may determine whether a threshold change in distance of the mobile communication device(s) 330 has occurred to indicate that the associated pedestrians are crossing the road, wherein upo a positive deieraiinalion, the electronic advertising device 320 may pause, fade or cease the presentation of the advertising content accordingly.

[0077] in one embodiment, the server processing system 310 maintains historical advertisement presentation data indicative of a. historical record of the advertisement presented by each electronic advertising device 320. Each instance a advertisement is presented, a presentation indicator is transferred from the respective electronic advertising device 320 to the -server processing system 310 for storage as part of the historical record. The client application 331 installed upon mobile communication devices 33.0B of registered users can enable a user to review the historical advertisements for a particular electronic advertising device 320. The user ca open the client application 331 and review the advertising content presented by the respective electronic advertising device 320. In particular, a historical advertisement request is transferred to the server processing system 310. The user can nominate the electronic advertising device 320 o alternatively the historical request can include a geographical location of the mobile communication device 330B usin location data obtained by the location receiver such that the closest electronic advertising device 320 is identified by the server processing system 310 using the device location data. The server processing system 310 can then transfer the historical advertising content to the user via the mobile communication device 33GB, wherein the most recently presented advertisement is presented initially to the user. Alternatively a summary of the historical advertising content may be presented via the mobile communication device 330B to the user. The user may interact with the client application 3 1 to request navigational directions to a location (i.e. store premises, etc) associated with the advertising content. Navigational directions such as a route can be presented via a map either within the client application 331 or via a mapping application such as Google Maps, or the like.

Γ0078] I another embodiment, the client application 33 Ϊ can allow a use to make an in-application purchase of a product or service advertised via an advertisement presented by an electronic advertisement device which the user has seen. For example, the user can again request a hi torical record of the presented advertisements for a particular electronic advertisement device via their respective mobile communication device 330B. The user can then identify the particular advertisement and then interact with the client application 331 to request to purchase the product or service requested. purchase request is transferred to the server processing system 310 for facilitating the purchase. The server processing system 310 can update the user profile data 340 stored for the respective user based on the purchased product or service such that future advertising schedules 370 can be generated using the recorded historical purchase.

[0079] Referring to Figure 6 there is shown a schematic illustrating an example of a plurality of databases which are used by the server processing system for generating an advertising schedule and presenting advertising content via one or more electronic advertising devices. It will be appreciated that the databases may be accessible by the server processing system although potentially the databases may be hosted by another processing system.

[00803 In particular, the server processing system: receives and stores registered user profile data in a registered user profile database. Additionally, registered user location data, ascertained in real time or near real time, which is indicative of dynamic location dat as well as user profile characteristics data can be stored in a registered user dynamic location database. Advertiser profile data that is provided by registered advertisers whose businesses are located within the area served b the network of fixed devices can. be stored in an advertiser profile database. A component of this data is the advertiser location, which is stored in an advertiser location database.

[00813 Advertisin content that is submitted by or on behalf of a registered advertise can be stored in an advertisin content database. Other visual and written product or service descriptions, for display in the client application 331. for allowing in application purchases is stored in a merchandise and promotions database. Advertisin attributes data indicative of the requirements of the advertising campaign which are provided by the advertiser are stored in an advertising attributes database. [0082] Pedestrian traffic data in the form of pedestrian density data that is determined at or near each individual electronic advertising device is stored in a pedestrian traffic database. Device location data indicative of the fixed locations of die electronic advertising device can be stored in a device location database. The fixed locations can be determined by each electronic advertising device, using a location receiver, and provided to the server processing system, for recordal. However, it is aiso possible for the locations to be determined by an operator of die server processing system 310 and recorded in the respective database.

[0083] Transactions performed using in-appHcation purchase functionality within the client application utilise data from the registered user profile database and the merchandise and promotions database, with transactions administered by a compute network and transaction records data and related data stored in the advertisement history database, the registered user purchase history database and purchase history database.

[0084] Location data from the device location database and the registered user dynamic location database, as well as data from the registered use profile database, are correlated to determine die registered user profile attributes apparent in real time or near real time at or near each fixed electronic advertisin device. These are stored and updated, in real time or near real time, in die registered user dynamic location and device location correlation database. Nan-current registered user dynamic location and device location data is stored in the registered user dynamic location and device location history database.

[00853 Attributes for each fixed electronic advertising device are determined usin the real-time or near real-time data from the pedestrian traffic database and the registered user dynamic location and device location correlation database, and this attribute data is: stored and updated, in real time or near real time, in the device dynamic attributes database. Non- current device dynamic attributes data is stored in the device dynamic attributes history database. [0086] Attributes from the advertising attributes database, the advertiser location database and the device dynamic attributes database are correlated in real tim or near real time in the attributes correlation database to determine art advertising schedule per individual fixed device, and this data is stored in the dynamic scheduling database. This dynamic schedule controls broadcast of data from, the advertising content database, in real time or near real time at each fixed device in the network, and this broadcas history is stored i the advertisement broadcast history database and verified against the data in the advertising attributes database for invoicing purposes to the advertisers, whose details are drawn from the advertiser profile database.

[0087] The relationship between registered user dynamic location and advertiser location is determined in the registered user dynamic location and advertiser location correlation database using data drawn from the registered user dynamic location database and the advertiser location database. Non-current data is stored in. the registered user dynamic location and advertiser location history database. Data from the registered user dynamic location and advertiser location correlation database and from the advertisement broadcast history database are used, in conjunction with mapping services software, to enable the registered user to navigate in real time to the advertiser location.

[00883 The server processing system 3.10 also ha access to a pedestrian movement database which includes historical, eoitelational data drawn from the registered user dynamic location and advertiser location history database, the device dynamic attributes history database and the registered user dynamic location and device locatio history database,

[00891 As shown in Figure 5, users are able to view a website hosted by a ebserver 510 associated with the server processing system 310 to perform' certain function and view certain information in relation to the advertisin content. This can be performed either via the website hosted by the webserver 510 and viewed on a mobile communication device 330A or processing system 100 or via the client application 331 on a mobile communication device 330B. In particular, users can access advertisements drawn from all current advertising schedules 370, access advertisements available only through the Merchandise and Promotional database, access an advertisement of the day, rate an advertisement, request information indicative of trending advertisements, share this advertisement (through social media and email), define favourite advertisements and favourite categories, define and edit the user profile, and/or provide payment details,

(0090] In another form, registered users may be provided with an incentive to keep the client application 331 open on their mobile communication device 330B and transfer data to the server processing system 310. In particular, users may earn a reward in the form of one or more coupons, vouchers and/or discounts for maintaining the client application 331 in an open state on their mobile communication device 330B, The client application 331 or the server application 310 ma keep track of ho long the client application 331 has been open or the amount of data that has been collected, wherein upon the threshold requirement being met (i.e. open for a certain amount of time; 50 geographical coordinates being received^'),, the reward is earned by the user. The reward may be viewed within the client application 331 and presented/scanned via the visual display of the mobile communication device 330B to be redeemed used.

[0091] Man modifications will be apparent to those skilled in the art without departing from the scope of the present invention.

Claims

1. A server processing system for generating an advertising schedule for presenting advertising content using an electronic advertising device located at a fixed location, wherein the server processing system is configured to:

receive at least one of:

pedestrian traffic data indicative of pedestrian traffic withi a defined proximity of the fixed location; an

generate an. advertising schedule using advertising campaign data indicative of one or more requirements for presenting the advertising content and at least one of:

the pedestrian traffic data; and

the location data and the user profile;

wherei the advertising content is presented by the electronic advertising device in accordance with the generated advertising schedule.

2. The server processing system according to claim 1, wherein the server processing system is configured to receive the pedestrian traffic data from the electronic advertising device, and wherein the server processing system receives the location data from the mobile communication device,

3. The server processing system accordin to claim 1. or 2, wherein the server processing system is configured to transfer the advertisin content to the electronic advertising device for presentation according to the generated advertising schedule.

4. The server processing, system according to any one of claims 1. to 3, wherein the server processing system is in data communication with a plurality of electronic advertising devices dispersed over a. geographical area at fixed locations, wherei the server processing system is configured to: receive at least one of the pedestrian traffic data in relation to the fixed locations for the plurality of electronic advertising devices and the location data; and

generate a plurality of advertising schedules for the plurality of electronic advertising devices, wherein advertisin content is presented by each electronic advertising device in accordance with the respective advertising schedule.

5. The server processing system according to claim 4, wherein the one or more requirements of tire advertising campaign data include a geographical requirement which the advertising content is permitted to be presented.

6. A system for generating an advertising schedule for presenting advertising content, wherein the system includes a server processing system in data communication with an electronic advertising device located at a fixed location, wherein:

the server processing system is configured to:

receive at least one of:

the pedestrian traffic data; and

the location data and the user profile; and

the electronic advertising device is configured to present advertising content in accordance with the generated advertising schedule.

7. The system according to claim 6, wherein the server processing system receives the pedestrian traffic data from the electronic advertising device, and wherein the server processing system receives the location data from the mobile communication device.

8. "The system according to any one of claims 6 or 7, wherein the electronic advertising device is configured to detec a number of wireless communication devices located within the defined proximity., wherein the pedestrian traffic data i based upon or indicative of the number of wireless communication devices located within the defined proximity.

9. The system according to any one of claims 6 to 8, wherein the server processing system is configured to transfer the advertising content to the electronic advertising device for presentation according to the generated advertising schedule.

10. The system according to any one of claims 6 to 9, wherein the electronic advertising device is configured to store in memory the advertising content indicative of a plurality of advertisements, each ad verti semen t having associated therewith an identity, wherei the advertisin schedule is indicative of a plurality of identities of at least some of the advertisements stored in the memory of the electronic advertising device, wherein the at least some of the advertisements are retrieved from the memor and presented in accordance with the advertising schedule,

11. The system according to any one of claims 6 to 10, wherein the system includes a computer program executing upon a mobile communication device in communication with the server processing system, wherein the mobile communication device is configured by the computer program to generate and transfer, to the server processing system, location data indicative of the location of the mobile communication device associated with a user having a user profile,

12. The system according t any one of claims 6 to 11,. wherein the system includes a pluralit of electronic advertising devices dispersed over a geographical area at fixed locations, wherein each electronic device is configured to present advertising content in accordance with a respective advertising schedule, and wherein the server processing s stem is configured to: receive at least one of the pedestrian traffic data in relation to the fixed locations for the plurality of electronic advertising devices and the location data; and

generate a plurality of advertising schedules for the plurality of electronic advertising devices.

13. The system according to claim 12, wherein the one or more requirements of the advertising campaign data include a geographical requirement, which the advertising content is permitted to be presented.

14. An electronic advertising device located at a fixed location for presenting advertising content according to an advertising schedule, wherein the electronic advertising device includes a processing system configured to:

generate pedestrian traffic data indicative of pedestrian traffic within a defined proximity of the fixed location;

transfer the pedestiian traffic data to a server processin system;

present advertisin content according to the advertising schedule.

15. The electronic advertising device according to claim 14, wherein the electronic advertising device is configured to detect a number of wireless communication, devices located within the defined proximity, wherein the pedestrian traffic data is based upon or indicative of the number of wireless communication devices located within the defined proximity.

16. The electronic advertising device according to claim 14 or 15, wherein the electronic advertising device receives from the server processing system the advertising content to the electronic advertisin device for presentation according to the generated advertising schedule,

17. The electronic advertising device according to any one of claims 14 to 16, wherein the electronic advertising device is configured to store in memory the advertising content indicative of a plurality of advertisements, each advertisement having associated therewith an identity, wherein the advertising schedule is indicative of a plurality of identities of at least some of the advertisements stored i the memory of the electronic advertising device, wherein the at least some of the advertisements are retrieved from the memor and presented in accordance with the advertising schedule,

18. A method for generating an advertising schedule for presenting advertising content using an electronic advertising device located at a fixed location, wherein the method includes, in a server processing system, steps of:

receiving at least one of:

location data indicative of one or more locations of a mobile communication device .associated w t a user ha ving a user profile; and

generating an advertising schedule using advertising campaign data indicative of one or more requirements for presenting the advertising content and at least one of:

the pedestrian traffic data; and

the location data and the user profile;

wherei the advertising content is presented by the electronic advertising device in accordance with the generated advertising schedule,

19. The method according to claim 18, wherein the method includes the server processing syste receiving the pedestrian traffic data from the electronic advertising device, wherein the server processing system receives the location data from the mobile communication device.

20. The method according to claim 18 or 19, wherein the method includes the serve processing syste transferring the advertising content to the electronic advertising device for presentation according to the generated advertising schedule.

21. The method according to any one of elaims 8 to 20, wherein the server processing system is in data communication with a plurality of electronic advertising devices dispersed over a geographical area at fixed locations, wherein the method includes:

the server processing system receiving at least one of the pedestrian, traffic data i relation to the fixed locations for the plurality of electronic advertising devices and the location data; and

the server processing system generating a plurality of advertising schedules for the pluralit of electronic advertising devices, wherein advertising content is presented by each electronic advertising device in accordance with the respective advertising schedule.

22. The method according to claim 21, wherein the one or more requirements of the advertising campaign data include a geographical requirement which the advertising content is permitted to be presented.

23. A computer readable medium for configuring a server processing system to generate an advertising schedule for presenting advertising content using an electronic advertising device located at a fixed location, wherein the computer readable medium includes executable instructions which configures the server processin system to:

receive at least one of:

location data indicative of one or more locations o a mobile communication device associated with a user having a user profile; and

generate an advertising schedule using ad vertising campaign data Indicative of one or more ..requirements for presenting the advertising content and at least one of:

the pedestrian traffic data; and

the location data and the user profile;

wherein the advertising content is presented by the electronic advertising device in accordance with the generated advertising schedule.

24. "The computer readable medium according to claim 23, wherein the server processing system is configured to receive the pedestrian traffic data from the electronic advertising device, and wherein the server processing system, is configured t receive the location data from the mobile communication device.

25. The computer readable medium according to claim 23 or 24, wherein the server processing system is configured to transfer the advertising content to the electronic advertising device for presentation according to the generated advertising schedule,

26. The computer readable medium according to any one of claims 23 to 25, wherein the server processing system is in data communication with a plurality of electronic advertising devices dispersed over a geographical area at fixed locations, wherein the server processing system is configured to:

generate a plurality of advertising schedules for the plurality of electronic advertising devices, wherein advertising content is presented by eac electronic advertising device in accordance with the respective advertising schedule.

27. The server processing system according to claim 26, wherein, the one or more requirements of the advertising campaign, data include a geographical requirement which the advertising content is permitted to be presented,