AU2004226951A1 - Advertising method and system - Google Patents

Description

A -TA C A M r

A

AUSTRALIA

PATENTS ACT 1990 COMPLETE SPECIFICATION FOR THE INVENTION ENTITLED:- "ADVERTISING METHOD AND SYSTEM" The invention is described in the following statement:- C-2- 0 FIELD OF THE INVENTION 0 z The present invention relates to the field of advertising systems and, in particular, o discloses a system for collocation of advertisements and for their interactive and attractive display.

BACKGROUND OF THE INVENTION In recent years, there have been moves to advertise and sell products over the 0 World Wide Web, in addition to utilising the normal advertising techniques. Whilst for some products and industries this has been successful to varying degrees, for many companies there have been major difficulties in achieving the expected goals and benefits.

The problems which have risen can include difficulties in accessing the Web, complex and poorly designed sites, slow access and response times from sites, slow transmission bandwidth, complexity of choice mechanisms and selection processes, lack of focus on buyers needs including market location.

Often traders are weary of other traders in a particular area and fail to recognise the benefits that may be achieved through a more holistic interactive marketplace.

SUMMARY OF THE INVENTION In accordance with a first aspect of the present invention, there is provided a method for providing information about geographically regionally located objects, the method comprising the steps of: collating information on possible objects from multiple vendors or vendors' agents within the geographic region; providing a series of interactive display booths for displaying objects available within the geographic region.

o -3- The method can also include collating objects within an adjacent geographic 0 Z regions from multiple vendors or vendors agents, and utilising the series of o interactive display booths to display objects available within the adjacent geographic regions.

In one embodiment, the objects can comprise properties within the geographic region. The interactive display booth preferably can include a number of interactive buttons for sorting the objects by their characteristics. The interactive display booth can be able to display objects available across multiple geographic regions sorted by geographic region. The interactive display booth can be able to display objects available across multiple geographic regions sorted by price. The method can also include the step of: providing an interactive internet web site containing similar interactive information corresponding to the interactive display booth. The interactive display booth and the interactive internet web site are preferably networked connected to a centralised computer resource for downloading and updating of material relating to the objects.

The booth preferably can include a screen having a bevelled surround.

Information can be displayed on the screen with buttons in colors matching the bevelled surround. The method can also include the step of: providing a separate interactive information access capability for accessing information via handheld computer devices or mobile phone devices. The method can also include the step of monitoring interactions with the display booth and reporting thereon. The interactive display booth preferably can include audio emission capability for output of audio messages associated with the objects. The interactive display booth preferably can include a motion sensor for sensing motion of users in front of the booth.

O -4- BRIEF DESCRIPTION OF THE DRAWINGS 0 z Preferred embodiments of the present invention will now be described with o reference to the accompanying drawings in which: Fig. I is perspective view of a booth constructed in accordance with the preferred embodiment; Fig. 2 is an image of an initial screen displayed to a user of the booth; Fig. 3 to Fig. 5 illustrate subsequent screens displayed to a user of the booth; Fig. 6 illustrates schematically the overall system of the preferred embodiment; Fig. 7 illustrates a screen displayed for viewing maps; Fig. 8 illustrates a screen displayed for viewing floor plans; Fig. 9 illustrates an initial screen displayed for search results for business for sale; Fig. 10 to Fig. 12 illustrate further screens more details on a group of business for sale; Fig. 13 illustrates an initial holiday properties search; Fig. 14 illustrates availability information; Fig. 15 illustrates some of the pricing and marketing material to accompany the preferred embodiment; Fig. 16 illustrates an ID number search.

DESCRIPTION OF PREFERRED AND OTHER EMBODIMENTS In the preferred embodiment, there is provided an interactive display system which utilises a combination of electronic screens and electronic touch buttons together with appropriately designed computer software and database interactions. The display system is directly related with a matching Web based advertisement system and also provides for a mobile extension to its functionality by the use of laptop computers and hand held PDAs, in addition to SMS messaging. The major objective of the preferred embodiment o 0 is to provide an advertising system that provides an innovative series of business process

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z which optimise the advertising set up process.

o Turning initially to Fig. 1, the core advertising concept of the invention is based around an interactive booth 1 which is designed to be set into a shop front 2. or as a t5 freestanding single or clustered group of booths. The preferred embodiment will be

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described with reference to a real-estate advertising system although the present invention is not limited thereto and applies to other forms of geographically localised advertising. Hence, the booth 1 in the preferred embodiment is designed to form part of a real-estate agents shop front, or as a freestanding unit. The booths include an interactive display panel 3 which displays a series of visual images which can be interacted with by means of touch buttons or touch screen control. The screen 3 can be a full colour screen mounted on a bevelled surround. The data in the display kiosk or booth 1 is presented in an intelligent structured manner via a local database and computer system housed within the booth 1.

The screen 3 includes a bevelled edge 4 so as to provide a heightened depth of field for viewing images whilst at the same time providing a surface pattern to visually connect the buttons to programmable and changing areas anywhere on the screen. The screen itself can consist of a standard computer type screen mounted within the booth.

A speaker and light is provided 6 the speaker is mounted in a top shelf portion 7.

Internally to the booth I is provided a presentation computer. This computer stores programmes and data to drive the interactive images and audio presented by the booth. The computer can comprise a personal computer type arrangement which is electronically connected to the touch buttons, audio speaker and the screen so as to control each device. The computer is preferably also externally connected to other computer devices and can be connected over the Internet for the download and display o-6of information via the Internet. The computer is preferably also connected to other

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Z computer devices which can concurrently and independently display information from O the same database 66. In this manner, the programmes can be tailored to meet individual advertising requirements. The presentation computer can be stored within the booth 1 or 0 5 elsewhere on the premises of the shop including the booth. The booth can also include a movement detector so that it can switch to an operational mode when people approach the booth.

Preferably, the booth and screen are formed in similar colours with similar colour formats utilised in each displayed screen of the touch screen device.

Turning to Fig. 2, there is illustrated an initial screen displayed when a user first walks up to the booth 1 of Fig. 1. The screen includes a three dimensional map 10 of areas which are covered by the booth. The booth is designed to provide information on real-estate available in each area 10. A series of screen buttons 11 are provided for each area and a second series of screen buttons 12 are provided for different types of realestate queries. Further, a series of information buttons 13 are also provided.

A 'Help' facility is provided which via graphical and audio displays, presents a series of screens to the viewer on how to use the MaxiLIST TV display Upon touching one of the buttons 11, the system then displays the screen as illustrated in Fig. 3 which discloses the properties available in that area. Additionally, there is displayed a further series of screen buttons 20 for displaying details of each property shown. The buttons 21 can be provided where it is necessary to navigate between multiple screens of properties.

Where one of the buttons 20 is touched e.g. the first of the buttons, then the screen as illustrated in Fig. 4 is displayed. This screen displays more information on the property chosen by the user. Again, a series of corresponding screens buttons 40 are o -7also provided. The buttons 40 allow the user to view images of the property in question z including visual representations of the properties, 360 0 photos, movies, floor plans, land o maps, agent details and special offers. For example, when the touch button corresponding to view image 1 is touched then the image as illustrated in Fig. 5 is displayed. The display includes a series of touch control buttons 50 for back navigation.

Turning now to Fig. 6, there is illustrated schematically the overall operational environment of the preferred embodiment. The operational environment consists of a series of interacting computer systems which can be interconnected via the Internet.

This system, herein after known as "MaxiLIST" has a central core computer system TO which provides for an operation center and a network of regional computers for region support. This system runs a web-based browser for interaction over the web 6 1.

Preferably, the web-based browser structure is substantially the same as that provided in the booths 62 for real-estate listings. The system interacts with a number of other computer systems including electronic payments systems 64 which can be provided by third pa-ties such as banks or the like. Further, media service providers 65 can be engaged to provide the media for display. The media service providers procure and design the content for display on booth 62.

Real-estate agents interact with the system via software and are known as MaxiLIST TV Licensees. They enter information about the listings and place orders for media production. Various reports about the use of the system and the market interest in the listings are provided to the Licensees. Users 67 are able to utilize the Internet 61 or a booth or optional SMS enquiry capability 68 for interaction so as to obtain listing information. Other advertising facilities 69 can be provided for advertisers wishing to advertise their associated products on the system.

o -8- The preferred embodiment provides a focused, multi-layered advertising system 0 Z operational on a Regional and National basis. Information can be presented instantly via o the series of viewer-driven requests made via the Electronic Touch Buttons or touch screen. It is simple and easy to use. It can be used in a local shop-front environment, in a standalone environment or in a specialist industry centre. Data in the display booth is presented in an intelligent structured manner via the local database and computer housed within the booth and may be accessed via lap top computers.

As shown in Fig. 6, data can be transferred to and from the booth via an interconnected network. The prime interconnection is with a Regional Administration Computer located at the Operations Center 60. This computer provides for Data capture of the listings, including new data and file maintenance, and orders for multi-media products including Audio, Video, Floor plans, Mapping and Images.

Figure 7 shows the main connections and data flows of the MaxiLIST system. The replication of the media files from the Regional Server onto the Display Booth computer enables sharing of the of the MaxiLIST TV Display Centre functions for concurrent back office marketing and customer service 71. File and data transfers between the Licensee's system and the MaxiLIST TV system occurs via Internet and Virtual Private network connections. The system also allows Laptop and Handheld Computers to interrogate the databases, enabling field operators to have mobile MaxiLIST TV functionality. Data for display can take the form of Text, Electronic Images or compiled templates of Images, Audio, and Video. Images can be in the form of Still photos, computer-rendered or drawn images or moving images such as Virtual Tours and Movies. All Media services can be provided by contracted specialist companies who receive production requests via email 73. All the media produced for a Listing can be produced and uploaded 74 to the original captured database on the MaxiLIST TV server, o-9to produce the final composite image files. The composite media database can be used 0 z by MaxiLIST TV Web site and also sent over a network to each Client Booth 75 which o then has a composite file of data for their Region of operations. This is an important feature of the MaxiLIST TV system in that it provides a physical concentrated area of advertising for the Region. Where Clients require media from their listings for printing or to appear on other Web sites, the media can be made available to them through CD, email 76 or weblinks for download 77 as required.

Each property is issued with a unique MaxiLIST TV Identification number which is attached to the Billboard sign displayed outside of a property. The MaxiLIST TV Identification number can also be used on the Enquiry screen Fig. 2 to provide a search facility to go directly to the property of that number.

The button categories can be tailored to meet the requirements of the industry requiring the advertising, but the series of screens that are used for the display are based upon the MaxiLIST TV presentation formulae and standards. Preferably, buttons are linked to selection criteria by easily recognisable patterns and colours and the selection is limited to ensure simplicity of use. Similarly, the number of selection levels, or data 'drilling down' levels is limited.

Standard functional buttons, such as 'Previous Screen' are labeled the same way, and will always be in the same position. Request buttons are limited in number and are on the vertical sides of the screens. The look and feel, and operation of the screens are consistent All data can be cached locally on the Booth Computer so that data is presented instantly, without network delays.

Initially, the opening screen of Fig. 2 is activated after a prescribed time, and viewer presence is sensed by the motion sensor. The viewer makes the first level of selection using the touch buttons 11, 12, 13 and the displayed selection criteria.

O 0 Subsequently, the requested information is presented and the viewer will make the next 0 z selection in the same manner and so on through available levels. Going back to earlier o screens is made simple by clear functional buttons 13 and related selection criteria.

Previous screen search data can be stored between screens, removing the need for re- S ~5 keying.

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As a further modification, a direct search facility can be provided via prescribed MaxiLIST TV identification numbers. An example of this process is illustrated in Fig.

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Media presentations are provided both automatically, such as audio, and on request, such as video. All of these features are valuable advertising features when used in conjunction with other fixed form and text data information. A MaxiLIST TV presentation can cease when the viewer leaves the area, or as detected by the motion sensor.

Further modifications to the system are possible. For example, the system can automatically direct debit billing information to the Licensee based on the advertising options selected when placing the production order for the listing.

Accurate, objective statistical data can be captured and accrued on the types and duration of enquiries being made on the system, both from the MaxiDisplay Centre and the MaxiLIST TV website. This is valuable marketing data on the effectiveness of the advertising, and can be later related to offline data compiled at a Licensee's office. The computer functionality can analyse accrued usage data, and produce a variety of usage reports in printed and on-line formats.

The system provides a business solution for the advertising of selected industry services and products via the special display kiosks and the World Wide Web. The system provides the functionality to advertise using a comprehensive range of multimedia products. It allows the advertiser to build the appropriate advertising solution for z an appropriate cost with appropriate media.

o The media service providers are interconnected to the Operations Center and provide material utilizing a variety of technology products suited to the media service they are providing. This can include specialized cameras, and specialized software including packages for Mapping, 3-D) Rendering, Audio, and Video.

The MaxiLIST TV Operator determines regional marketing regions and establishes a network of regional servers connected to a central server. The operator then selects and invites licensees to join MaxiLIS T TV Advertising franchise. These can be regulated by appropriate contractual processes and the Licensee details can be stored on a central database 66. The operator can also produce ancillary Sales Training material to be delivered via a variety of media Printed, CD-ROM, Laptop, Central Database etc.

T'he Licensee installs a MaxiLIST TV Display Centre Booth connected via a Local Area Network (LAN) to a back-office Management PC and various other PCs as required to meet their local requirements. Then the MaxiLIST TV operator trains licensee staff in MaxiLIST TV products MaxiLIST sales representatives can then sell Advertising products to Advertising buyers, and design an appropriate multi-media product. This can include: Written Narrative, Scripts for Audio(s), Photography, Virtual Tours, Mapping Aerial Photographs, Special Offer Scripts, 3D Rendered Images, Artists impressions, Movies, Sales Representative details (Script Movie). The Audio material can be linked to be played in association with any other media product.

Special Sales Training material, and training aids can been designed to assist the Sales process and to assist the licensee client in understanding the range of advertising options. These include Product description cards, proprietary MaxiLIST TV product t-12- Icons and product package costing cards. An example of this information is illustrated in

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Z Fig. 15 which shows an example product costing card providing information on product o costing. Also provided are a series of composite screen display examples illustrating various packages for various channels to assist the licensee client in their advertising 0 5 selection.

I The Advertising order can be captured via data capture programs with full data editing facilities, and submitted to a MaxiLIST TV central server via the Internet. The system will automatically calculate the cost to the client of the selected package and total order. The order can include authority for payment. Payment can be made by an automatic debit to the Licensee's Bank account and corresponding Credit to MaxiLIST TV's Bank account. For purposes of GST compliance, a statement of all Payments made, can be subsequently printed monthly.

On receipt of an order, details are stored in MaxiListTV Central Server under a computer generated unique MaxiListTV ID number. The Media orders can be sent via email to appropriate Media providers. The Media providers can fulfill the orders and the material is uploaded to the Central computer. The Media is matched to an order, checked for quality and, if satisfactory, is flagged for release to the MaxiLIST TV Booths and display system. A Licensee dials up MaxiLIST TV central computer for automatic download of new advertising data and media, and updates the local Display Centre booth. Different resolutions of the Media can also be made available for the production of any printed material required by the licensee or for use on any Licensee web listings.

The first screen of the MaxiLIST TV system shows a MaxiLIST TV designed stylized map of the relevant advertising Region, on a background of the MaxiLIST TV purple. Throughout the MaxiLIST TV system the electronic button images which are displayed show the selections which a viewer can make from that displayed screen. The -13 N buttons in any selection can sometimes be used in conjunction with other similar choice z buttons (ie multiple and in other situations can only be used on an 'exclusive' o basis. The kiosk booth is built in a tough, steel reinforced fibre glass, finished in a vandal proof paint. The electronic screen is ideally protected by and housed behind bandit proof glass.

By way of revision, the different screens will now be described in more detail: Man Screen (Fig. 1).

Left Buttons Show Areas which may be selected within the Region Each Area button shows the number of properties available in that area Special Button which links to Disclaimer, Copyright Patent Information Right Buttons Shows the category (channel) of Real estate being selected le Houses, Villas/Units, Relocatable Houses, Land, Commercial Industrial, Businesses, Development Sites, Investment Properties, For Lease, Holiday Rentals, New Developments, Retirement Villages, Support Services, Project Home Builders.

Each Channel button shows the number of properties available in that Channel.

Bottom Buttons Start Search Tells the system to search for properties meeting the search criteria MaxiLIST ID Selects a screen which allows property search by the unique MaxiLIST ID number Agency Profile Selects a screen which provides details of the Listing Agency MaxiLIST TV Selects a screen which provides details of MaxiLIST TV Screen Left Buttons Shows up to 12 buttons (numbered 1-12) which relate to up to 12 corresponding Images to the right of the Buttons. When any button is Touched, it takes Viewer to 4th screen C1 -14- 0 Bottom Buttons: Previous Screen: Takes the Viewer back to the Previous Screen, Next 0 Z 12: Presents up to 12 further Images, New Search: Takes Viewer back to Map screen o Fig. 4 Screen Left Buttons Shows buttons which relate to images displayed to right of buttons, For 0 5 all media selections, a 30 second marketing Audio may have been ordered. This will I play as the image is displayed.

o 5 Image buttons When selected a full screen image will be displayed. MaxilistTV provides a special elevated photo facility (HIPICS) for viewing of difficult topography properties. The image will include data describing the property, price, viewing times together with the unique MaxilistTV ID number. Images may be photographic, computer generated 3D Renderings, or Artist impressions 4 Virtual Tours When selected a full screen image will be displayed. Images may be photographic, computer generated 3D Renderings, or Artist impressions.

Movie Button When selected a full screen movie image will be displayed. Images may be photographic, computer generated 3D Renderings, or Artist impressions Inclusions When selected a full screen image showing details of Inclusions will be displayed.

Special Offer When selected a full screen image will be displayed showing details of a Special Offer for this property.

Land Maps When selected a full screen image will be displayed showing 6 separate images of the property and surrounding areas as illustrated in Fig. 7. There can be Aerial Photos, Land Maps and Block maps including Contours. Each image can be expanded to a full screen by specific selection.

Floor Plans When selected a full screen image will be displayed showing Floor Plan images. An example is shown in Fig. 8. These will show typical furniture together with numbered Icons. When numbered Icons are selected a further full screen image or virtual 0 z tour can be displayed.

The system can be further adapted for dealing with the sale of business. Fig. 9 illustrates a suitable initial search screen for selection of possible business for sale. Fig.

10 illustrates a selection of possible business for sale. When one of the business is selected, a screen such as that shown in Fig. 11 or Fig. 12 can be displayed showing o details of the business for sale.

0 Similarly, the system can be used for providing holiday letting information with Fig. 13 showing the initial results of a holiday letting search and Fig. 14 showing further details of the property availability. The Letting Agent keeps this booking register updated, by recording bookings via the network Further, a method can be provided for directly accessing details on a given product given a unique ID number. This can proceed as illustrated in Fig. 16 where a user is asked to enter a unique ID number and is automatically then taken to that property entry.

The foregoing describes preferred embodiments of the invention only.

Modifications, obvious to those skilled in the art can be made thereto without departing from the scope of the invention.

Claims (12)

1. 2. A method as claimed in claim 1 further comprising: collating objects within an adjacent geographic regions from multiple vendors or vendors agents, and utilising said series of interactive display booths to display objects available within said adjacent geographic regions.
2. 3. A method as claimed in claim 1 wherein said objects comprise properties within the geographic region.
3. 4. A method as claimed in any previous claim wherein said interactive display booth includes a number of interactive icons for sorting said objects by their characteristics. A method as claimed in claim 2 wherein said interactive display booth is able to display objects available across multiple geographic regions sorted by geographic region. -17- O 0 N 6. A method as claimed in claim 2 wherein said interactive display booth is able to 0 display objects available across multiple geographic regions sorted by price. 0
4. 7. A method as claimed in any previous claim further comprising the step of: (b 1) providing an interactive internet web site containing similar interactive ,I information corresponding to said interactive display booth.
5. 8. A method as claimed in claim 7 wherein said interactive display booth and said interactive internet web site are networked connected to a centralised computer resource for downloading and updating of material relating to said objects.
6. 9. A method as claimed in any previous claim wherein said booth includes a screen having a bevelled surround.
7. 10. A method as claimed in claim 9 wherein information is displayed on said screen with buttons in colors matching said bevelled surround.
8. 11. A method as claimed in any previous claim further comprising the step of: (b2) providing a separate interactive information access capability for accessing information via handheld computer devices or mobile phone devices.
9. 12. A method as claimed in any previous claim further comprising the step of: monitoring interactions with said display booth and reporting thereon. c-i 13. A method as claimed in any previous claim wherein said interactive display booth includes audio emission capability for output of audio messages associated with said objects.
10. 14. A method as claimed in any previous claim wherein said interactive display booth includes a motion sensor for sensing motion of users in front of the booth. Ci 15. A system when implementing the method of any one of claims 1 to 14.
11. 16. A method for providing sales of geographically regionally located objects, substantially as hercinbefore described with reference to the accompanying drawings.
12. 17. A system for providing sales of geographically regionally located objects, substantially as hercinbefore described with reference to the accompanying drawings. DATED this 'Day of f> 2004 M J Merryweather Director, MaxiLIST TV Pty Ltd-