WO2021105762A1

WO2021105762A1 - System for advertising and the method thereof

Info

Publication number: WO2021105762A1
Application number: PCT/IB2020/000881
Authority: WO
Inventors: Singh Purba KIRANJEET; Mehta SPARSH; Aditya Shah RACHITA; Gnanasekaran JAIGANESH; Kuruganti VISHWANATH
Original assignee: Pt Aplikasi Karya Anak Bangsa
Priority date: 2019-11-26
Filing date: 2020-10-22
Publication date: 2021-06-03
Also published as: SG11202106237PA

Abstract

The present invention provides a system and method for delivering dynamic content or personalised information to target users. The dynamic content includes, but is not limited to advertisement, notification, news and announcement about a product, service, prevent. The delivery of the dynamic content is based on the interaction between, the system and the user which includes a process of identifying the target users. The identification process locates and detects the presence of the users with a communication device and identify the relevant users that will prompt the system to provide relevant content to the terminal and/or users.

Description

SYSTEM FOR ADVERTISING AND THE METHOD THEREOF

Field of Invention

The present invention relates generally to out-of-home advertising. More particularly, the present invention relates to a system and method for delivering dynamic ; content or personalised information to one or more terminals to facilitate a business in reaching its target audience via dynamic out-of-home advertising.

Background of the Invention

Out-of-home advertising presents marketing to consumers when they are ‘on the go’ in public places, in transit or in commercial locations such as in shopping malls or retail stores. One or more electronic screens are placed on one or more locations to display advertising content determined by the advertisers. The use of vehicles such as taxis and buses as advertising media is known where the advertisement on display may change based on criteria such as the location of the vehicle, time and population characteristics at the location. The use of vehicles such as taxis and busses to disseminate information quickly may be challenging in large cities as the traffic is usually congested. This problem will be more apparent particularly during peak hours. When this happens, the vehicles carrying the advertisement will be moving slower or will be stopped in traffic for long periods. This is not desirable as the opportunity to market and advertise in an area is wasted when traffic is congested. In this situation, the advertising system may end up showing a static advertisement to the motorists stuck in traffic instead of showing one or more targeted advertisements to a target audience available in the area or in the vicinity of said vehicle.

The delivery of advertising content on the electronic screen may be based on criteria such as location, time, and nearby user profiling. For instance, some of the existing advertising systems generate its user profiling based on images captured by a camera. For instance, US20040068439 discloses the use of camera to obtain the images of the people looking at the advertisement where the number of people looking at the advertisement and the length of time the advertisement is looked at are counted to determine the relevant advertising content to the users. This profiling may require complex computation and may not be accurate. This technique is not desirable as the advertising content such as a product, service or event delivered to the screen may not be of interest to the people that are looking at the advertisement. With this limited targeting criteria, such a system may not be preferred by advertisers. The behaviour of consumers in the market can be determined by the usage of their wireless communication devices such as mobile phones or tablets. Potential consumers may visit a website associated with a product or service of their interest using their mobile phone to get more information about the product and/or service and search for the best offers available in the market. These visitors may be the target audience of a certain business or advertiser. However, as the visitors are anonymous, the advertisers associated with the business or the website may not be able to continue to market their product and/or services when they leave the website. Should the company identifies the visitors, it might still be difficult to identify if the visitors are interested with the product and or service.

At present there is no known automated, data-driven means of delivering digital out-of-home advertising based on interaction between the advertising system and the user with a mobile phone combined with the interaction with one or more factors such as location, weather, time, and user behaviour.

It is an object of the present invention to provide an improved system that delivers relevant content to a user based on user segmenting and contextual targeting criteria. The user segmenting and contextual targeting criteria are realized by the interaction between the system and the user. This interaction allows effective delivery of the content from the system to the user whilst the user simultaneously feeds back information that aids the system to select the relevant content. The system of the present invention includes an algorithm which can identify a user, identify said user’s preferences such as favourite food outlets, most visited locations, spending capacity, etc. and combine the information with contextual targeting criteria such as location and time, and make the aggregated information available in real-time. This allows advertisers to target their users and display content dynamically, in a completely automated manner.

It is another object of the present invention to provide a media that can deliver timely advertising and/or non-advertising content to a target audience or personalised information to a target user.

It is yet another object of the present invention to provide a terminal for receiving and presenting advertising and or non-advertising content from a server to the terminal and or the audience near to or within proximity of the terminal. Summary of the Invention

The present invention provides a system and method for delivering dynamic content or personalised information to one or more terminals comprising of user segmenting and contextual targeting capabilities. Hereinafter, the specification describes embodiments of the present invention as illustrations only. However, it is to be understood that the description of the ₌ embodiments of the invention herein does not limit the invention and it is envisioned that those skilled in the art may devise various modifications and equivalents without departing from the scope of the appended claims.

According to the present invention, the system and method for delivering dynamic content or personalised information to one or more terminals comprises user segmenting and contextual targeting capabilities. The dynamic content is in the form of digital information which includes, but is not limited to advertisements, notifications, news and announcements about a product, services, or events. The user segmentation of the system includes the behavioural data of the user. The delivery of the dynamic content is based on the interaction between the system and the user which includes a process of identifying one or more target users or audience. The identification process locates and detects the presence of one or more users with a communication device nearby a given terminal and identifies the relevant users that will in turn prompt the system to provide relevant content to the terminal.

According to the present invention, a terminal refers to an electronic communication hardware device that handles the input and display of data and is connected to a network. Preferably, the terminal includes a display device or electronic screen. The terminal can be placed at a specific location or moved from place to place (i.e. being mobile). For example, the terminal can be placed at a shopping mall and can be repositioned at a different location.

In one embodiment, the terminal comprises an electronic screen that can be placed on one or more carriers which include vehicles. The vehicle acts as a means of transport or a carrier of the terminal. For example, a bike that can be easily manoeuvred through traffic may be used for carrying the terminal. A person may also carry the terminal and move it around. The content presented on the electronic screen will vary based on the interaction between the system and the identified users, and/or any one or more contextual criteria which includes, but is not limited to the location of the terminal, the location of the carrier/vehicle, speed of the carries/vehicle, time and date, profiles of the people/user at a location, demand of a particular advertisement inventory, weather condition, promotion or event at the location.

In another embodiment, the terminal comprises an electronic screen that can be placed at a static location such as a retail store or a shopping mall. The content presented on. the electronic screen will vary based on the interaction between the system and the identified users and/or any one or more contextual criteria which includes, but is not limited to the location of the terminal,,·, time and date, profiles of the people at a location, demand of a particular advertisement inventory, promotion or event at nearby stores or weather conditions.

According to the present invention, the system is able to collect one or more unique identifiers of a user with a communication device. According to the present invention, a communication device refers to a device that is able to communicate with a corresponding device via a network and/or send and receive a signal to and from a network. A communication device includes, but is not limited to a mobile phone, smartphone, tablet computer, desktop or a smart television. For example, the system of the present invention is able to collect a unique identifier of a communication device and correlate it with the behavioural data of the user on the internet for targeted advertisements, analytics and push notification. The behavioural data of the user includes, but is not limited to the user’s online actions, typically commercial behaviour that relates to buying habits, brand preferences, product usage, email sign-ups, pages viewed, apps downloaded, and/or games played. The purpose of this data collection is to provide the users with a better experience with the service provided by the system of the present invention. Preferably, device data identifiers such as Wi-Fi and Bluetooth MAC addresses are collected when a communication device is detected or when a request is sent by said communication device to the terminal. The user includes a user that has voluntarily subscribed and/or granted consent to the use of these data/information by the system of the present invention and/or its service providers and/or a third party associated with the said system.

According to the present invention, the system for delivering dynamic advertising content includes a server for delivering advertising and/or non-advertising content, and/or personalised information wirelessly to the terminal. The system is a digital system which is connected to a wireless network. For example, the network includes internet access via a SIM card or similar technology and is capable of delivering content from servers and sending data to servers in real-time. The network may include the use of cloud technology that allows users to communicate online or wirelessly between each other via an application. According to the present invention, a method of delivering dynamic advertising and/or non advertising content, and/or personalised information to a mobile terminal includes a system that comprises the steps of locating and identifying one or more target users. The terminal includes an electronic screen for presenting visual and/or audio content and/or personalised information. The terminal may be placed on one or more carriers/vehicles, or be placed at a static location such as a retail store or a shopping mall where the content presented on the terminal will vary based on any one or more criteria which includes, but is not limited to the location of the terminal, , the location of the carrier/vehicle, speed of the carrier/vehicle, time and date, profiles of the people/user at a location, demand of a particular inventory, nearby stores, or weather wherein the identification system of the present invention is able to detect the presence of one or more communication devices and identify the users that will prompt the system to provide one or more relevant content to the identified user.

The method of delivering dynamic content and/or personalised information to one or more users with a communication device, wherein the method comprises the steps of:

1. Locating the presence of the communication device in a geographical zone by collecting one or more unique device data identifiers of said communication device that is assigned to a network. The device data identifier includes, but is not limited to a network address. Preferably, the device data identifier includes a media access control (MAC) address and a Bluetooth address. The information is collected by the system when communication is detected within a predetermined location and/or when a request is sent by said communication device. The user includes a user that has voluntary subscribed and/or granted consent to the use of these data/information the system of the present invention and/or its service providers and a third party associated with the system.

2. Collecting contextual data which includes, but is not limited to the location of the terminal, the location of the carrier/vehicle, speed of the carrier/vehicle, time and date and weather conditions.

3. Sending the information i.e. data points as specified in items 1 and 2 to a server to be processed.

4. Conducting server-side processes such as deduplication and standardization of the information i.e. data points for eliminating duplicate or redundant data/entries in a database and linking the entries that refer to the same entity; and standardizing the data so that the data is assigned to the appropriate fields in the database. When a query is run for a particular field, accurate results will be returned.

5. Making one or more requests i.e. Application Programming Interface (API) calls to one or more data sources / databases maintained by one or more service providers and/or third parties to convert the device identifiers into meaningful user identifiers such as User ID.

The User ID may include email address and phone numbers.

6. Identifying user behavioural data associated with the User ID to be further processed by the server. The user data includes, but is not limited to information on the recently visited locations, spending capacity, favourite food items etc. 7. Selecting content that links to the identified user based on a programmatic bidding system provided in the server. The bidding system includes a predetermined targeting criteria set by advertisers that subscribe to the system of the present invention.

8. Sending the selected content from the server to the terminal to be presented.

9. Sending the content from the terminal to the user’s communication device upon request. 10. Repeating the steps 1 - 9 during the operation mode of the terminal i.e. the mobile terminal is active.

The system for delivering advertising and/or non-advertising content and/or personalised information to at least a user with a portable communication device comprises of a terminal having- - a display device or electronic screen for displaying and presenting one or more contents or information from a server wherein the server contains one or more databases containing device identifiers, user identifiers and application for selecting one or more contents and/or personalised information associated with the device and user identifier; a computing device and system for locating a communication device and reading information from the memory of said communication device while the device is present in a geographical zone determined by the server;

- the terminal includes a receiver and transmitter for the purposes of receiving and sending respectively content and/or personalised information from the server to the communication device that is associated with the content or information displayed on the terminal. The terminal includes, but is not limited to, a Wi-Fi antenna and/or Bluetooth antenna. The terminal also includes a camera for viewing the surrounding area of the location along the traveling route of the carrier/vehicle or surrounding area of a specific location. The camera may view and capture traffic conditions, objects, buildings, people and vehicles at the location. The recording of the images/videos may serve as auxiliary information for the content management system to control the delivery of the content to the terminals. The viewing of the surrounding or its recording may also serve as a means for reporting a live event. For example, a live or recording of a video or images captured or streamed from the terminal via the camera may he used to alert the corresponding terminals or relevant authorities of a real time incident or event at a location. The apparatus may comprise one or more sensors which include, but is not limited to GPS, FM radio, G-sensor, gyroscope, proximity and light sensors. The apparatus is enclosed in a waterproof casing with resistance to shock, vibration and torrential rains. The system of the present invention is run by a computer system which includes one or more applications and algorithms.

The terminal can be placed on a carrier or vehicle. A vehicle that can be easily manoeuvred through traffic can be used. For example, a bike can be used to hold the terminal. A mounting bracket may be provided on the vehicle to hold the terminal in place. The terminal may be powered by a mechanical or electrical system of the vehicle. For example, a power unit or a storage power unit may be connected to the electrical system of the vehicle to charge the battery/power unit of the terminal and to provide auxiliary power to run the terminal.

Brief Description of the Drawings

The present invention will be further described with reference to the accompanying drawings, in which:

Fig. 1 shows a schematic diagram of the system of delivering advertising and/or non-advertising content and/or personalised information to one or more users with a communication device according to an example of an embodiment;

Fig. 2 shows a flow diagram of the steps involved in providing the method of delivering advertising and/or non-advertising content and/or personalised information to one or more users with a portable communication device.

Detailed Description of the Invention

Fig. 1 shows a schematic diagram of the system of delivering advertising and/or non-advertising content and/or personalised information to one or more users with a communication device according to an example of an embodiment of the present invention.

In one embodiment, the system comprises of a terminal (100) which includes a display device or electronic screen for the displaying and presenting advertising and/or non-advertising content or information wherein the terminal is attached to a vehicle that acts as a carrier.

In another embodiment, the system comprises a terminal (100) which includes a display device or electronic screen for displaying and presenting advertising and/or non-advertising content or information wherein the terminal is placed on a physical location such as a retail store or a stationary carrier.

According to the present invention, an area or city is subdivided into various geographical zones based on geographic information that supports spatial indexing and geospatial data in a map such as those provided by Google’s S2 library or any mapping or geo-fencing capabilities. As the terminal (100) travels through the area or city, different contents are displayed to match the targeting criteria identified by the system. Along the route of travel in the geographical zone, the mobile terminal (100) will detect the presence of at least a user with a portable or wireless communication device such as a mobile phone that is in proximity to the mobile terminal (100). As shown in Fig. 1 the mobile terminal (100) that is mounted on the vehicle will send a ping or query to the mobile phone (110a, 110b) to determine whether there is a connection to it. The relevant device data such as Wi-Fi MAC address or Bluetooth MAC address is captured in this connection request. An electronic reader is provided in the terminal to read the information. The terminal includes a receiver to receive content or information from the server and a transmitter to send information to the server. The information sent by the terminal (100) is processed to determine the unique device identifier and subsequently the user identifier associated with the device identifier. The device identifier is correlated with one or more databases containing information of the device identifier for finding the corresponding user identifier or identification (ID) of the device.

According to the present invention, the system of delivering advertising and/or non-advertising content and/or personalised information to one or more users with a portable communication device such as a mobile phone comprising a backend computer system (300) that is installed in a server. The server includes: one or more databases for storage of the communication device ID, User ID, campaign ID;

- an application for the purposes of identifying the communication device ID, the User ID, campaign ID;

- one or more databases for storage of advertising and/or non-advertising content;,

- an application for the purposes of selecting the relevant content, and an application for the purposes of manipulating the targeting criteria and target audience.

As shown in Fig. 1, the server includes a software backend (300) comprising of a queuing engine, device ID database, device ID to User ID mapping database, and User ID database with behavioural data. The behavioural data of the user includes the user or the viewer’s past online action and pages viewed on the internet. The server also includes Brand Dashboard & Ad Delivery Module (400) comprising applications for Aggregated Reach Insights, Aggregated User Targeting, Programmatic Ad Delivery Software (DSP) and Content Management System. These modules are used in combination with User ID database to allow advertisers to determine their target audiences and deliver ads programmatically to the terminal.

According to the present invention, the system includes a platform that allows advertisers to control their targeting criteria and content. The advertisers are able to personalise one or more advertising campaigns for their target audience whereby they can specify their targeting criteria. A list of targeting criteria is provided in the system. Variables such as campaign start and end date, budget, bidding price (Cost per thousand impressions) can be personalised. Content in multimedia format such as a static JPEG image or MP4 video file can be uploaded to the system to be stored.

The above campaign details are stored on a module, i.e. Brand module using campaign ID as an identifier. All targeting criteria, advertiser details, cost details and content is linked to this campaign ID.

Fig.2 shows a flow diagram of the steps involved in providing the method of delivering advertising and/or non-advertising content and/or personalised information to one or more users with a portable communication device such as a mobile phone.

When the mobile terminal (100) is in operation, the mobile terminal (100) will automatically turn on and boots up an application installed in the terminal (100). This application pings the server to indicate that the device is live. In the time period between device booting up and content downloaded from server, a pre-stored static image is displayed on the screen.

After the application is fully loaded, it will start collecting data points from device sensors- location data from GPS, time and date from CPU clock, nearby device MAC addresses from Wi-Fi radios (both 2.4Ghz and 5Ghz), nearby Bluetooth device IDs from Bluetooth radio , brightness level from camera and image captures from camera, compiles them into a JSO data object (referencing image ID which is uploaded later), and uploads the JSON file to the_. server’s Data module via an authenticated API call. After the JSON file, camera image is uploaded.

Once the server receives the data, a Data module stores and conducts operations on the data such as standardization and deduplication. This data and the resulting data objects are stored on the same server using big data databases such as Bigtable, MongoDB and Redis. Overall framework used for big data processing may be Lambda framework.

The deduplicated and standardized device data identifier - MAC and Bluetooth addresses, is sent to one or more servers, in a suitable data format depending on the receiver’s guidelines. A partner server may run a software which upon ingestion of this data, process them into user level identifiers such as User ID, query their internal services databases, and send back to the system the relevant data points such as the locations user has been to in the last 30 days, time of day in which user is most actively using their website/app, spending propensity of the users, restaurants from which he’s ordered food in last 30 days, telecom providers used by the user, items which user has shopped in last 30 days, etc. These data points are stored in the same way in the Data module.

The data points collated in the Data module are then sent to the Brand module in the server via an internal API mechanism.

Based on the targeting criteria specified by the advertiser and stored in the Brand Module, the collated data is then used to determine which Campaign IDs are eligible for the given mobile terminal. Based on the individual bids and budgets specified in each campaign, a winner campaign is selected, and the content fitting the targeting criteria is served.

A system for delivering advertising and/or non-advertising content or personalised information to one or more users with a portable communication device, the system may include, but is not limited to, the following components: 1. An electronic screen with multiple resolution variances

2. Wi-Fi radio antennae with multiple combinations of frequency bands

3. Bluetooth radio antennae using Bluetooth and future protocols

4. A camera with multiple pixel variances _,

5. A computing unit

6. One or more additional sensors: GPS, FM Radio, G-sensor, Gyroscope, Proximity, Light

7. A network array

8. A waterproof casing with resistance to shock, vibration and torrential rains

9. A fan and liquid based cooling system In an embodiment, the system includes the following components

1. An LED screen with multiple resolution variances ranging from 256x144 pixels (144p) to 7680x4320 pixels (4k) and using plastic and glass

2. 3-5 Wi-Fi radio antennae with multiple combinations of 2.4Ghz, 5Ghz and other future frequency bands

3. 1-2 Bluetooth radio antennae using Bluetooth 3.0-4.2 and future protocols

4. A camera with multiple pixel variances ranging from 2MP to 40MP with apertures ranging from F/1.2 to F/16

5. A computing unit with Rockchip RK 3288 or similar CPU, with a 2-6GB DDR3/4 RAM chipset and 16-64GB SDRAM storage 6. Additional sensors: GPS, FM Radio, G-sensor, Gyroscope, Proximity, Light

7. A network array using MT6739WW or similar chipset, capable of Cat4 LTE connectivity with following network bands- GSM: 850/900/1800/1900, TDS: 34/39, WCDMA:

1/2/5/8, CDMA: BC0, FDD: 1/3/5/7/8, TDD: 34/38/39/40/41

8. An IP55 rated Aluminium/plasti c/steel waterproof casing with resistance to shock, vibration and torrential rains 9. A fan and liquid based cooling system, to allow a working temperature range of -20°C to

+70°C

It will be appreciated that numerous changes may be made within the scope of the present teachings.

Claims

1. A method of delivering advertising and/or non-advertising content to one or more users with a communication device (210a, 210b), the method comprising the steps of: locating the presence of the communication device in a geographical zone determined by a server and collecting one or more device data identifiers of the communication device; collecting contextual data that are associated with the location of the terminaL sending the device data identifiers and the contextual data to the server for identifying unique user and behavioural data associated with the device data identifiers; selecting content that links to the identified user and sending the content to the terminal to be presented.

2. The method of delivering advertising and/or non-advertising content as claimed in claim 1 wherein the device data identifiers includes Wi-Fi and Bluetooth MAC addresses.

3. The method of delivering advertising and/or non-advertising content as claimed in claim 1 wherein the communication device (210a, 210b) is a mobile phone.

4. The method of delivering advertising and/or non-advertising content as claimed in claim 1 wherein the method further comprising the step of sending the content presented on the terminal (100) to the communication device upon request by the user.

5. The method of delivering advertising and/or non- advertising content as claimed in claim 1 wherein the method further comprising the step of viewing via a camera the surrounding area of the location.

6. The method of delivering advertising and/or non-advertising content as claimed in claim 1 wherein the method further comprising the step of capturing via camera images/videos of objects, people, buildings and/or traffic conditions at the location.

7. The method of delivering advertising and or non-advertising content as claimed in claim 1 wherein the contextual data includes the surrounding and real time information associated with the location of the terminal.

8. The method of delivering advertising and/or non- advertising content as claimed in claim 1 wherein the contextual data includes the information about the location of the terminal, location of a carrier or vehicle that hold the terminal, time and date, and weather conditions

9. The method of delivering advertising and/or non- advertising content as claimed in claim 1 wherein the server makes one or more requests to one or more data sources maintained by one or more service providers to convert the device identifiers into a unique user identification.

10. The method of delivering advertising and/or non-advertising content as claimed in claim 1 wherein the behavioural data of the user includes the user online actions that relates to buying habits, brand preferences, product usage, email sign-ups, pages viewed, apps downloaded, games played, and/or visited locations.

11. The method of delivering advertising and/or non-advertising content as claimed in claim 1 wherein the step of selecting content based on a programmatic bidding system which includes a predetermined targeting criteria set by one or more advertisers.

12. A system for delivering advertising and/or non- advertising content to one or more users with a portable communication device, the system comprising a terminal (100) with a screen for presenting the content wherein the terminal includes a computing unit for collecting device data identifier of a communication device (210a, 210b), while the device is present in a geographical zone determined by a server; a transmitter for sending device data identifier and contextual data associated with the location of the terminal to a server; a receiver for receiving content selected on the server to be presented on the screen; wherein the server identifies a user based on the collected device data identifier, and select the content based on the behavioural data of the identified user, contextual data and a bidding system that includes a predetermined targeting criteria set by one or more advertisers.

13. The system for delivering advertising and/or advertising content as claimed in claim 12 wherein the computing unit includes a Wi-Fi antenna and/or Bluetooth antenna for collecting Wi-Fi and Bluetooth MAC addresses.

14. The system for delivering advertising and/or non-advertising content as claimed in claim

12 further comprising a camera for viewing the surrounding area of the location. n

15. The system for delivering advertising and/or non-advertising content as claimed in claim 12 further comprising a camera for viewing the surrounding area of the location to capture images/videos of objects, people, buildings and traffic conditions at the location.

16. The system for delivering advertising and/or non-advertising content as claimed in claim 12 further comprising one or more sensors which include and is not limited to GPS, FM radio, G-sensor, gyroscope, proximity and light for providing contextual data to the server.

17. The system for delivering advertising and/or non-advertising content as claimed in claim 12 wherein the server makes one or more requests to one or more data sources maintained by one or more service providers to convert the device identifiers into a unique user identification.

18. The system for delivering advertising and/or non-advertising content as claimed in claim 12 wherein the server includes a software backend (300) comprising of a queuing engine, device ID database, device ID to User ID mapping database, and User ID database with behavioural data.

19. The system for delivering advertising and/or non-advertising content as claimed in claim 12 wherein the behavioural data of the user includes the user online actions that relates to buying habits, brand preferences, product usage, email sign-ups, pages viewed, apps downloaded, games played, and/or visited locations.