AU2002313998B2 - Method of Allocating Advertising Space & System Therefor - Google Patents

Description

6.Dec. 2002 22:06 Wallington Dummer No.4796 P. 4 -1 P100/0011 Regulation 3.2

AUSTRALIA

Patents Act 19W COMPLETE SPECIFICATION FOR A STANDARD PATENT

ORIGINAL

Name of Applicant: Actual Inventors: Address for service Karen Pamela Winton Andrew Winton in Australia: WALLINGTON-DUMMER PO Box 297, Rydalmere NSW 7101 (12 Clarke Street, Rydanlmre NSW 2116) Invention Title: Method of Allocating Advertising Space and System Therefor *Details ofAssociated Provisional Application: Australian Provisional Application No. PR9361 filed 7 December 2001 The following statement is a full description of this invention, including the best method of performing it known to us A METHOD OF ALLOCATING ADVERTISING SPACE SYSTEM THEREFOR The present invention relates to the commercialization and application of images on roof surfaces for the purpose of advertising products, services, corporate names or the 00 like to viewers in over-flying craft or the like.

BACKGROUND

In the competitive world of advertising there is a continual search for available space which may be used to bring a product, service or corporate name to the attention of the public. In many cases this drive to advertise has led to an overcrowding of signage in public places, often to the detriment of the environment and a devaluation of impact of an individual advertising image.

It is an object of the present invention to address or ameliorate one or more of the abovementioned disadvantages or at least provide a useful alternative.

BRIEF DESCRIPTION OF THE INVENTION In this specification the term "craft" is to be interpreted broadly to include most if not all forms of device for conveying persons above or over the top of built structures. In particular forms this will include aircraft.

17.Oct. 2005 11:06 Wal ington-Dummer Sydney No.2679 P. 3 O 3 o O Accordingly, there is provided in a first broad form of the invention a method for the valuatioh of a surface for advertising purposes by means of a cone of legibility, 00 said method comprising the steps of: determining the area of the surface available, Ci S(b) determining the angle of said surface to an c horizontal plane, determining a factor for the surface texture of said surface or media to which advertising indicia is to be applied, determining the maximum size of elements of the indicia to be displayed, determining the maximum distance and inclination angle at which said elements of the indicia may be resolved by an unaided eye of an observer of said indicia, determining the spatial orientation and extent of said cone of legibility, said cone having an axis centred on the surface and normal to said surface, determining the number and characteristics of any flight paths intersecting said cone of legibility, 17/10 2005 MON 11:05 [TX/RX NO 6671] Ia003 17-Oct. 2005 11:06 Wallington-Dummer Sydney No.2679 P. 4 In 4 0 thereby determining a potential number of viewers of 0 0 said indicia so as to establish said valuation.

1^ Preferably said step for the determination of said cone of legibility further includes the steps of: 00 the construction of a 3-dimensional computer en model of said surface area, S(b) positioning a digital representation of said 0 indicia on said model of said surface area, empirically determining the parameters of maximum distance and angle of inclination at which said indicia may be resolved by the scaling and spatial rotation of the computer model.

BRIEF DECRIPTION OF THE DRAWINGS Figure 1 is an illustration of a roof top displaying an image as it may be seen from an aircraft in accordance with a first preferred embodiment of the present invention.

Figure 2 shows a cone of visibility relative to the roof and image of Figure 1.

Figure 3 is a perspective view of an image applicator traversing a roof section for the creation of an image of the type shown in Figure 1.

Figure 4 is an illustration of a relationship between the effective areas of pixels and interpixel spacing as used to form an image of the type shown in Figure 1, 17/10 2005 MON 11:05 [TX/RX NO 6671] [M004 Figure 5 is a flow chart of an exemplary leasing/renting procedure for use in accordance with a particular example of embodiments of the present invention, 00 Figure 6 is a flow chart of a valuation method in O 5 accordance with an example of embodiments of the present C- invention, Figure 7 is a flow chart of an advertiser valuation Smethod in accordance with a further example of embodiments of the present invention, and Figure 8 illustrates an application of an example of the present invention to a floating pontoon in association with an adjacent airport facility.

DETAILED DESCRIPTION OF PREFERRED

EMBODIMENTS

Embodiments of the invention will now be described in detail with reference to the accompanying drawings.

In Figure 1 a roof 10 has an image 11 applied to it.

Roof 10 is oriented such that its surface is readily visible from an aircraft 13 flying a path through a "cone of legibility" 12 as shown in Figure 2.

The cone of legibility 12 is a function of the smallest discrete detail which is considered useful to the impact and intelligibility of the image 11. The dimension of the cone is then determined by the distance at which the unaided human eye can resolve that detail.

In one form, cone 12 is an inverted conical section of a sphere whose generator is equal to the distance of resolution of the smallest discrete detail of the image 11.

The subtended angle of the cone is also determined by the 00 minimum inclination at which the image can be resolved. The determination of the angle may include a parameter based on C the nature of the roof surface and discontinuities of that surface.

The apex of the cone is centered on the. image. Figure 2 shows a cone of legibility 12 relative to roof 10 and image 11 with an aircraft 13 on flight path 14 intersecting the cone for a distance 15 as shown by dashed line 16. Also in Figure 2 are shown other flight paths 17 which are known to pass through the cone.

The size of the cone of legibility, the number of flight paths, number and types of aircraft passing through the cone as well as the duration of each such passage, are contributing factors to the commercial value of the image.

In use, the commercial value of a roof space and a proposed image may be calculated from the cone of legibility, local flight paths intersecting the cone, flight frequencies and durations, types of aircraft and other relevant data.

7 Figure 3 illustrates the general principle according to which an image may be applied to a roof surface 10. An applicator 20 is arranged to follow a parallel rail system 21. Rail system 21 is relocated to allow respective bands

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00 22 of image 11 to be applied.

In a preferred embodiment applicator 20 is in the form C of a beam structure straddling the guide rails 21 comprising rail system 24 and provided with support wheels 23 and drive means to propel the applicator along the guide rails. The beam structure is provided with a plurality of nozzles 25, paint reservoirs 26 and control means to direct paint to selected nozzles according to a control program based on the digitized image to be applied.

In a further preferred embodiment the applicator is of modular construction to allow it to be lifted to the roof in sections. Its modular construction is further adapted to allow multiples of beam segments to be joined together to provide various lengths of beam to suit different roof and image sizes.

In a further preferred embodiment the image is made up of pixels. The pixel size and interpixel spacing are determined according to the principles of information theory and are functions of the roof size and image detail as well as discontinuities in the roof surface. By way of a >,non limiting example, figure 4 illustrates some of these relationships where a roof surface 30 has discontinuities in the form of skylights 31 of surface area Pixels 32 are then selected as having surface area A/2 with C00 interpixel spacing 33 a percentage of pixel diameter In use, the image to be applied is digitized and C segmented into parallel bands 22, if required, for an applicator to cover the surface area of the image. By means of software, the digitized image is translated into a control program for the dispensing of different coloured paints from the applicator nozzles as it traverses a roof section.

Also in use in commercial applications a typical commercial implementation involves the steps of: 1. Procuring a roof surface and obtaining signage rights to the roof surface; 2. Offering the roof surface as a platform for advertising indicia for a predetermined period of time; 3. Procuring the application of the advertising indicia in such manner as to be observable from over flying aircraft.

The above describes only some embodiments of the present invention and modifications, obvious to those 9 skilled in the art, can be made thereto without departing from the scope and spirit of the present invention.

For example, it is to be understood that the image to be applied to the rooftop can be applied in many ways other 00 than by direct physical application. For example, the C- image may be applied indirectly as a separate layer overlaid upon the rooftop. In alternative forms the image may be applied indirectly by, for example, the projection of light onto the rooftop.

In yet other forms the image may be applied as an "active" image, which is to say in the form of a light emitting system such as can be provided by an array of lights, a CRT panel or the like.

Furthermore, analogous built structures may act effectively as rooftops for the purpose of forming a base for advertising display of the kind envisaged in this specification.

Specific examples of implementations of procedures compatible with one or more of the described embodiments will now be provided in detail: Example 1 method of deriving revenue With reference to Figure 5 a basic renting/leasing procedure is demonstrated in block diagram form.

In this arrangement the steps in a method 50 of deriving revenue from an upward facing surface are put into effect by the following steps: In a first step 51 an upward facing surface is

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identified as a potential candidate to receive indicia thereon for viewing at a legibility distance by observers C in an overflying craft. In typical instances this upward facing surface may be located near an airport but can be located elsewhere subject only to satisfying the basic requirement that the surface can be viewed by overflying craft and that indicia can be applied in a way such that they are made visible and discernable to observers in the craft looking down upon the upward facing surface and, more particularly, the indicia thereon.

In second step 52 signage rights are negotiated to the upward facing surface. In some instances it may be that the surface is, for example, a rooftop surface which already has a substantially vertically disposed sign thereon adapted for viewing from ground level. Ahy rights third parties may have to the substantially vertically disposed signage can be thought of as completely independent from rights to be negotiated for the substantially upward facing surfaces upon which, indeed, the substantially vertical sign may sit. It is conceivable ~n 11 in some instances that the substantially vertically oriented sign may remain and not interfere with indicia placed on the upward facing surfaces and for which separate signage rights may be negotiated in accordance with step 00 52.

Having negotiated signage rights both rights can be (cN offered to third parties in a third step 53, usually for a C' predetermined period of time.

Once these basic steps have been performed agreement with the third party can be formalized and then given effect by causing the application of substantially upwardly directed indicia to the upward facing surfaces whereby the indicia are discernable by observers in craft passing over the upward facing surfaces at a legibility height.

Example 2 value to an advertiser With reference to Figure 6 a surface available for advertising purposes has a surface area Am 2 and is angled at UO to the horizontal. A potential client wishes to display a certain logo in the form of a text string which, to fit in the available area, demands that the letters of the logo have a maximum height of x metres.

Several factors then need to be taken into account in determining the maximum resolution distance and minimum V 12 angle of inclination to the roof surface at which the logo can be resolved by the naked eye including: a) the maximum text height, b) the colours of the logo text and background to give

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a contrast factor, c) the texture and any discontinuities of the roof surface or the texture of sheeting or other media (if the logo is not to be applied directly to the existing roof surface).

These parameters of distance and angle may be determined empirically by reference for example to suitable computer modeling of the logo and roof surface area with scaling and spatial rotation of the image to simulate its appearance and legibility at various viewing distance and angles.

With these parameters established the cone of legibility is defined and any intersecting flight paths, their frequencies and passenger densities may be determined. The value then of the roof space for advertising purposes can be calculated on the basis of the number of potential viewers over a given period.

Not all potential viewers need be valued equally however; for example a large passenger jet passing through the cone on a descent towards landing at an average height Sof 500ft will have greater value than a similar jet passing through the cone at for example 5,000ft even if the passengers of both jets would be able to resolve the logo.

Furthermore, the cone of legibility may contain flight 00 paths which are curved and during the transit of which an aircraft is banked so as to afford the maximum viewing c, potential of the rooftop to at least half of its passengers.

Thus scaling factors may be introduced which take account of the actual average distance from the roof and the benefits of any curvature of a flight path as inputs into the calculations of the value of an advertising space.

In this example the valuation is performed for the benefit of the potential advertiser in that an assessment may now be made as to whether the cost of leasing the space is warranted in view of the potential audience which may view the advertiser's logo over the period of the lease.

Example 3 value to a leasing agent and surface owner With reference to Figure 7 clearly, the larger the indicia applied to a given surface the larger will be the cone of legibility and the potential viewing audience, other factors being equal. Therefore the method performed in Example 1 may not confer an adequate value on the surface area offered if the cone of legibility is n 14 h relatively small because of small indicia specified by the advertiser.

For the purpose of assigning a base value to a given available surface area, a leasing agent may perform a 00 S 5 similar operation as described in Example 1 but use a cone of legibility based on a standard indicia size applied to a standard surface. By applying this "standard cone" to the available surface, the potential viewing audience is ascertained from the number and characteristics of flight paths through the cone and so establish a market value for the surface.

Example 4 floating surface With reference to Figure 8, by way of an example intended to clarify the breadth of meaning to be given to the term "built structure" and "roof" in this specification there is illustrated a built structure 60 in the form of a pontoon or like floating structure having a substantially upwardly directed surface 61 upon which or into which indicia 62 can be inscribed and sized so as to be visible to observers in an overflying craft, in this instance aeroplane 63 during a take off or landing phase from runway 64 and following trajectory 65 which has associated with it a cone of legibility 66 associated with indicia 62 which permits the discernment of the indicia 62 by the passengers or other persons in aeroplane 63. This particular example can be used with airports which lie adjacent bodies of water 67 as shown in this example.

The predetermined legibility distance H inherent in the cone of legibility 66 associated with flight path can, for example, lie in the range 100 2 000 feet. In alternative arrangements the predetermined legibility distance can be in the range 100 10 000 feet. In yet alternative arrangements the legibility distance H can be the typical cruising height range for an aircraft, typically in the range 30 000 40 000 feet.

Claims (2)

1. A method for the valuation of a surface for advertising purposes by means of a cone of legibility, said method 00 comprising the steps of: en determining the area of the surface available, ci S(b) determining the angle of said surface to an horizontal plane, determining a factor for the surface texture of said surface or media to which advertising indicia is to be applied, determining the maximum size of elements of the indicia to be displayed, determining the maximum distance and inclination angle at which said elements of the indicia may be resolved by an unaided eye of an observer of said indicia, determining the spatial orientation and extent of said cone of legibility, said cone having an axis centred on the surface and normal to said surface, determining the number and characteristics of any flight paths intersecting said cone of legibility, thereby determining a potential number of viewers of said indicia so as to establish said valuation. 17/10 2005 MON 11:05 [TX/RX NO 6671] [&005

17.Oct. 2005 11:07 Wallington-Dummer Sydney No.2679 P. 6 m 17 0 (C 2. The method of claim 1 wherein said step for the 0 determination of said cone of legibility further includes the steps of: the construction of a 3-dimensional computer model 00 C~ 5 of said surface area, positioning a digital representation of said Q indicia on said model of said surface area, C empirically determining the parameters of maximum distance and angle of inclination at which said indicia may be resolved by the scaling and spatial rotation of the computer model. DATED: 14 October 2005 KAREN PAMELA WINTON by her Patent Attorneys: WALLINGTON-DUMMER 17/10 2005 MON 11:05 [TX/RX NO 6671] 1006