AU2006100145A5 - Method of Allocating Advertising Space & System Therefor - Google Patents

Description

24. Feb. 2006 23:48 ,No. 0061 P. 4 P/00/009 Regulation 3.2

AUSTRALIA

Patents Act 1990 INNOVATION PATENT APPLICATION Invention Title: METHOD OF ALLOCATING ADVERTISING SPACE SYSTEM THEREFOR The invention is described in the following statement: Our Ref: 026017 COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:48 No. 0061 P. 2 C( A METHOD OF ALLOCATING ADVERTISING SPACE SYSTEM THEREFOR SThe present invention relates to the commercialization and application of images on roof surfaces for the purpose of advertising products, services, corporate names or the like to viewers in over-flying craft or the like.

0 0 0 BACKGROUND o In the competitive world of advertising there is a C 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.

COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24, Feb. 2006 23:49 No. 0061 P. 6 3 0 0 SAccordingly, in one broad form of the invention there Sis provided a built structure having an upward facing surface; said built structure supporting a first image and a second image; said upward facing surface overlaid by said S first image in the form of first advertising indicia; said o first image arranged for visibility from overflying craft; 0 \O and wherein revenue is derived from said upward facing Ssurface; and wherein said revenue is a function of a cone of legibility; said cone comprising an inverted conical section of a sphere whose generator is equal to the distance of resolution of the smallest discrete detail of said image; said second image in the form of a substantially vertically oriented sign having second advertising indicia thereon adapted for viewing from ground level and for which separate signage rights may be negotiated; said upwardly facing surface mechanically associated with both said first image and said second image.

Preferably said first image and said second image are supported on a support structure which, in turn, is supported on said upward facing surface.

Preferably said first image and said second image comprise an active image in communication with a local COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:49 No.0061 P. 7 O\ 4 0C C controller whereby each respective image can be replaced by loading a fresh image from a local controller.

Preferably said local controller is in communication with a remote computer; said remote computer adapted to communicate one or more of said first image and said second 2 image to said local controller.

r Preferably said first image and said second image are o formed on or in a flexible planar material.

Preferably said flexible planar material comprises electronic digital paper.

Preferably said predetermined legibility distance is in the range 100 2 000 feet.

Preferably said predetermined legibility distance is in the range 100 10 000 feet.

Preferably said predetermined legibility distance is in the range 30,000 40,000 feet.

Preferably said built structure is a roof.

Preferably said built structure is a pontoon.

Preferably said revenue is derived by the steps of: procuring said upward facing surface and obtaining signage rights to said surface; offering to a third party said surface as a platform for said first and second advertising indicia for a predetermined'period of time.

COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24, Feb. 2006 23:49 No. 0061 P. 8 Va ci Preferably revenue is derived therefrom by the steps of prbcuring the application of said first advertising indicia to said surface in such manner as to be observable from craft passing over said surface at a predetermined legibility distance; wherein said predetermined legibility distance is defined by and lies within the volume of said cone of legibility.

Accordingly, in a further broad form of the invention there is provided a system for the application of an image to an upper surface of a built structure, said image arranged for visibility from over-flying craft.

Preferably said upper surface comprises a rooftop.

Preferably characteristics of said image define a cone of legibility.

Preferably said image is displayed for a predetermined time at a predetermined revenue rate.

Preferably said image is displayed for a time period in the range of 1 to 12 months.

Preferably said image is displayed for a time period in the range of 1 to 5 years.

Preferably said image is displayed for a time period in the range of 1 to 10 years.

Preferably said image is in the form of a company name or logo.

COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:49 No. 0061 P. 9 6 CAl Preferably said image is displayed in the form of an 0 Sadvertisement for a product or service.

Preferably the step of commercialization includes ci leasing of space on said rooftops.

Preferably said space is made available on a 0 commercial basis to third parties for the display of advertising indicia thereon.

o Preferably said image is displayed in the form of textual or graphic information.

Preferably said image comprises a series of images displayed consecutively, Preferably said image is a moving image.

Preferably said image is applied as a film.

Preferably said image is applied by way of projection onto said rooftops.

Preferably the subtended angle of said cone is determined according to a parameter based on roof surface texture and discontinuities of the roof surface.

Preferably the commercial value of an advertisement applied to said rooftops is a function of the cone of legibility.

Preferably commercial value of said image is a function of the number and characteristics of aircraft flight paths intersecting said cone.

COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24, Feb. 2006 23:49 No. 0061 P. INO 7 0 Preferably each said image is applied as paint by an Sapplicator adapted to traverse a roof surface.

Preferably each said image is formed from an array of coloured panels, segments, dots or pixels.

S 5 Preferably the panels, segments, dot or pixel size and spacing is determined according to information theory.

r Preferably the resolution of each said image allows Sfor roof discontinuities such as sky lights.

Preferably the resolution of each said image allows for roof discontinuities such as changes of roof angle.

Preferably each said image is provided with day and/or night time illumination.

Preferably said applicator is in modular form arranged to be lifted to a rooftop in sections for reassembly.

Preferably the applicator is provided with traversing means for progressively applying an image to a roof surface.

Preferably said applicator is provided with a rail system arranged to guide said applicator over an expanse of roof.

Preferably the applicator is provided with support wheels and propulsion means.

Preferably the applicator is provided with a plurality of paint, toner or ink dispensing nozzles disposed along an COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:50 No. 0061 P. 11 0 C- axis transverse to the direction of the guide rails of the Sapplicator.

Preferably the applicator is provided with digital and/or mechanical control means.

S 5 Preferably the control means determines the sequence, 0 colour, duration and the nozzle from which paint, toner or ink is dispensed.

o Preferably the pixel panel, segment or dot size delivered by the nozzles may be varied according to the required resolution of the image to be applied.

In yet a further broad form of the invention there is provided a method of allocating advertising space, the method comprising the steps of: Procuring a roof surface and obtaining signage rights to the roof surface; Offering the roof surface as a platform for advertising indicia for a predetermined period of time; Procuring the application of the advertising indicia in such manner as to be observable from over flying aircraft.

In yet a further broad form of the invention there is provided an upper surface of a built structure incorporating indicia thereon or therein; said indicia COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:50 No, 0061 P. 12 0 0 9 Cl constructed so as to be discernable by observers in craft C) passing over said built structure when said craft is within a predetermined legibility distance of said built structure.

[f 5 Preferably said predetermined legibility distance is 0 in the range 100 2 000 feet.

Preferably said predetermined legibility distance is Sin the range 100 10 000 feet.

Preferably said predetermined legibility distance is in the range 30 000 40 000 feet.

Preferably said predetermined legibility distance is defined by and lies within the volume of a cone of legibility.

Preferably said built structure is a roof.

Preferably said built structure is a pontoon.

In yet a further broad form of the invention there is provided a method of deriving revenue from advertising space, the method comprising the steps of: procuring an upward facing surface and obtaining signage rights to the surface; offering to a third party the surface as a platform for advertising indicia for a predetermined period of time; procuring the application of the advertising indicia to said surface in such manner as to be observable COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:50 No. 0061 P. 13 0 0 Cl from craft passing over said surface at a predetermined Slegibility distance.

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SPreferably said revenue is directly linked to the benefit derived by said third party from the visibility and discernability of said indicia to viewers in said craft as o it passes over said surface at said predetermined 0 legibility distance.

o In yet a further broad form of the invention there is provided a surface to which the above method is applied.

In yet a further broad form of the invention there is provided media programmed to allow a computer to execute the above-described method.

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.

COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:50 No. 0061 P, 14 I0 Cl Figure 4 is an illustration of a relationship between C) the effective areas of pixels and interpixel spacing as used to form an image of the type shown in Figure 1, Figure 5 is a flow chart of an exemplary l 5 leasing/renting procedure for use in accordance with a O particular example of embodiments of the present invention, Figure 6 is a flow chart of a valuation method in

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0 accordance with an example of embodiments of the present invention, Figure 7 is a flow chart of an advertiser valuation method 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.

Figure 9 illustrates a built structure having first and second images applied to it in accordance with a preferred embodiment for the invention, Figure 10 is a diagram of a built structure having two images applied to it in accordance with a further embodiment for the present invention, Figures 11 and lla illustrate support structures to which images may be applied, and COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:50 No.0061 P. M\ 12 0 Cl -Figure 12 illustrates diagrammatically embodiments of the invention implemented on a computer platform.

Figure 13 illustrates diagrammatically an automated signage system in accordance with a further embodiment of the present invention, o Figure 14 illustrates a particular implementation of 0 the system of Figure 13, 0 SFigure 15 illustrates an alternative particular implementation of the system of Figure 13, Figure 16 illustrates an alternative particular implementation of the system of Figure 13, Figure 17 illustrates an alternative particular implementation of the system of Figure 13.

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 COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24, Feb. 2006 23:51 No. 0061 P. 16 \0 13 0* 0 C( of the cone is then determined by the distance at which the 0 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 f n 5 resolution of the smallest discrete detail. of the image 11.

O The subtended angle of the cone is also determined by the minimum inclination at which the image can be resolved. The

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Sdetermination of the angle may include a parameter based on 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, COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:51 No. 0061 P. 17 14 0 Cl flight frequencies and durations, types of aircraft and C3) other relevant data.

Figure 3 illustrates the general principle according to which an image may be applied to a roof surface 10. An 5 applicator 20 is arranged to follow a parallel rail system o 21. Rail system 21 is relocated to allow respective bands 0 22 of image 11 to be applied.

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SIn a preferred embodiment applicator 20 is in the form 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 COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:51 No. 0061 P. 18 4\ 0 Cl theory and are functions of the roof size and image detail 0 C) as well as discontinuities in the roof surface. By way of a

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Snon limiting example, figure 4 illustrates some of these relationships where a roof surface 30 has discontinuities V 5 in the form of skylights 31 of surface area Pixels 32 Sare then selected as having surface area A/2 with interpixel spacing 33 a percentage of pixel diameter SIn use, the image to be applied is digitized and 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.

COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:51 No. 0061 P. 19 \O 16 0 0 The above describes only some embodiments of the O present invention and modifications, obvious to those skilled in the art, can be made thereto without departing ci from the scope and spirit of the present invention.

S 5 For example, it is to be understood that the image to o be applied to the rooftop can be applied in many ways other r than by direct physical application. For example, the Simage may be applied indirectly as a separate layer ci) 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: COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:51 No. 0061 P. 17 0O eC Example 1 method of deriving revenue With reference to Figure 5 a basic renting/leasing procedure is demonstrated in block diagram form.

ci In this arrangement the steps in a method 50 of V) 5 deriving revenue from an upward facing surface are put into o effect by the following steps: In a first step 51 an upward facing surface is

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0 identified as a potential candidate to receive indicia thereon for viewing at a legibility distance by observers 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. Any rights third parties may have to the substantially vertically disposed signage can be thought of as completely COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:52 No. 0061 P. 21 0 Cl independent from rights to be negotiated for the C) substantially upward facing surfaces upon which, indeed,

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the substantially vertical sign may sit. It is conceivable in some instances that the substantially vertically n 5 oriented sign may remain and not interfere with indicia o placed on the upward facing surfaces and for which separate signage rights may be negotiated in accordance with step S52.

Having negotiated signage rights both rights can be offered to third parties in a third step 53, usually for a 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.

COMBINED VERTICAL AND HORIZONTAL SIGN DISPOSITION By way of specific example Fig 9 illustrates the use of a first substantially upward facing image 101 applied to built structure 102 in conjunction with a second substantially horizontally facing image 103 also mechanically associated with built structure 102 and, more COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:52 No. 0061 P. 22 \0 19 (c particularly the facing surface 104. In this instance the 3 second image 103 formS part of a sign structure tmechanically connected to and projecting substantially upwardly from each portion 105 of upwardly facing surface 104.

0 INTERPOSED MECHANICAL SIGN SUPPORT SWith reference to Fig 10 a- further embodiment of a dual image arrangement is illustrated wherein like components are numbered as for Fig 9. In this instance second image 103 forms part of a signage structure which projects substantially vertically downwardly from each portion 105 of upwardly facing surface 104 and is mechanically anchored thereto.

The arrangement of Figs 9 and 10 permits increased utilization of upwardly facing surface 104 for signage S purposes.

With reference to Fig 11, signage may be applied to a permanent support structure or lattice 70 mounted to an upward facing surface 71 of a built structure 72. Such a lattice allows the ready exchange of indicia printed onto sheeting (not shown). In at least one preferred form of the invention, the same or related indicia printed on sheet material, may be applied to a combined lattice structure COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:52 No, 0061 P. 23 ,D 0 Cl (as shown in Fig Ila) exposing the indicia both to C) observers in over-flying aircraft and observers at ground Slevel or in nearby buildings.

Apart from offering a more convenient means of exchanging advertising indicia, a further advantage offered O by a supporting lattice or support is that the aspect of the support may be tilted to optimize the visibility of the S applied indicia independent of the slope of the upwardly facing surface of the built structure. Thus the axis of a cone of legibility may be inclined at any desired angle to maximize exposure of the indicia to a particular flight path or bundle of flight path situations.

Sheeting to which indicia has been applied, for example by a suitable printing process, may be releasably fastened to the support lattice by any suitable fastener system, such as screws or nuts and bolts or by means of clamps incorporated in the lattices structure.

An alternative means of using the structure for display of interchangeable indicia may be provided by the indicia being applied to flexible sheeting wound onto a roller assembly in the manner of a Holland blind. One or more fixtures for support of one or more roller assemblies can be provided at an upper edge of the lattice structure COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. -2006 23:52 No. 0061 P. 24 ND 21 0 0 C thus allowing a rapid exchange of advertising indicia to be effected.

SExample 2 value to an advertiser

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

Several factors then need to be taken into account in determining the maximum resolution distance and maximum angle of inclination to the roof surface at which the logo can be resolved by the naked eye including: the maximum text height, the colours of the logo text and background to give a contrast factor, 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 COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb, 2006 23:53 No. 0061 P. IO 22 0 Cl appearance and legibility at various viewing distance and angles.

With these parameters established the cone of legibility is defined and any intersecting flight paths, t 5 their frequencies and passenger densities may be o determined. The value then of the roof space for advertising purposes can be calculated on the basis of the o 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 of 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 paths which are curved and during the transit of which an aircraft is banked so as to afford the maximum viewing potential of the rooftop to at least half cf 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.

COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:53 No. 0061 P. 26 M 23 0 C In this example the valuation is performed for the benefit of the potential advertiser in that an assessment f may now be made as to whether the cost of leasing the space is warranted in view of the potential audience which may n 5 view the advertiser's logo over the period of the lease.

o Example 3 val-e to a leasing agent and surface owner With reference to Figure 7 clearly, the larger the

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o 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 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 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.

COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24, Feb. 2006 23:53 No. 0061 P. 27 \O 24 (CA Example 4 floating surface SWith 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 O pontoon or like floating structure having a substantially 0 \O upwardly directed surface 61 upon which or into which o 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.

COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:53 No. 0061 P. 28 \D 0 C) Computer Platform Implementation t With reference to Fig 12 the methods of utilisation of ci a substantially upwardly facing surface as described earlier in this specification may be implemented on a o computer platform 110. In this instance the platform 110 0 includes microprocessor 111 in communication with memory o 112 and in communication with removable media 113. In use a programme 114 is loaded from the media 113 into memory 112 for execution on microprocessor 111 and subsequent display of results on display 115. The programme 114 includes reference data including a lookup table which can be represented graphically as Graph 116 whereby there is an association between letter or indicia height for upwardly facing indicia 117 on upwardly facing surface 118 and the length or radius of generator 119.

In addition for any given built structure 120 flight path information as previously described may be input either by media 113 or by other means such as download from the internet whereby all flight paths 121 which pass through a cone of legibility 122 are available to the programme 114.

A difficulty in evaluating a roof or other upwardly directed surface for the purpose of displaying advertising COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:53 No. 0061 P. 29 S26 0 Cl indicia, is the quantifying of the exposure of the indicia d to observers or potential consumers of the goods or services being advertised. The present invention provides a method whereby computer modelling is used in the evaluation l 5 of such advertising spaces.

SThe quantification requires the determination of a region, or three dimensional volume of space, centred on

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Sthe indicia, within which an observer may sufficiently resolve the indicia so as to understand its content. It is therefore postulated that this region comprises what may be called a cone of legibility.

For the purposes of this specification, a cone of legibility is a conical section of a sphere centred on the surface to be evaluated and with the axis of the cone normal to that surface- Such a notional cone may be said to be inherent to any set of indicia but without defining the S limits of the cone, the number and characteristics of the potential observers cannot be determined.

The limits of legibility of the indicia, and hence the parameters of a cone of legibility, will depend on a number of factors, among which may be enumerated the texture and any discontinuities of the surface, characteristics of the indicia, a minimum angle to the surface, and maximum distance from the surface.

COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:54 No. 0061 P. 27 0 Cl The combination of minimum angle and maximum distance at that angle for the purpose of this specification, Sdefines the generator of the cone of legibility. With these parameters established, the number of observers potentially

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5 exposed to the indicia may be derived from an analysis of o the flight paths and characteristics of the craft passing through the cone.

o A first phase, according to the present invention, in evaluating the proposed surface, is determining the parameters of the cone of legibility and makes use of computer modelling of the above factors. With suitable graphic software, the proposed indicia are applied to a three dimensional, to-scale, computer model of the surface, making the indicia as large as the extent of the surface will permit. The model may incorporate as many of the detailed characteristics of the surface as the software permits including surface texture and discontinuities such as skylights, vents and so forth.

In this step the size of the discrete components of the indicia, such as that of individual letters or image details is determined. Where the surface under consideration may be affected by other nearby and higher structures, these should also be added to the three dimensional model.

COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:54 No. 0061 P. 31 IO 28 0 C< The computer model may then be rotated in three _o C) dimensional model space and reduced in scale (by "zooming out") to simulate the appearance of the surface at increasing distances and angles. By this means the if 5 parameters of distance and minimum angle of the cone of o legibility generator may be determined empirically and a 0 representation of the cone superimposed on the model.

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oIn a further step, the model is augmented by placing the surface and associated cone of legibility in correct orientation relative the horizontal plane, and in the correct geographical relationship with any nearby airport or flight corridor. Actual average flight paths as published on aeronautical charts are then added to the model and coded for frequency and type of aircraft.

Appropriate solid modelling software is able to compute length of the flight paths intersecting the cone and hence the duration of the passage of an aircraft along these modelled flight paths, given 'the typical ground speeds for the aircraft concerned. Duration, frequency and type of aircraft can provide an initial estimation of the number of observers which may be potentially exposed to the advertising indicia of the surface.

Clearly, the modelling may be refined in a number of ways to give more accurate estimations of the number of COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:54 No. 0061 P. 32 S29 0O Cl observers. For example, the actual angle of an aircraft's d) flight path subtended at the roof surface will affect the Sease of viewing of observers on the aircraft. Ease of viewing will be minimal if the angle is 90 degrees or near V 5 90 degrees; that is if the flight path is normal to the o surface, with ease of viewing tending to optimum as the angle decreases. As well, only those passengers at window

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S seats along that side of the plane facing towards the surface are likely to be observers.

AUTOMATED SIGNAGE SYSTEM With reference to Figs 13 through to 17 the various embodiments previously referred to in this specification can be brought together to form an automated signage system 200 as shown in generalised form in Fig 13. In the embodiments illustrated in Figs 13 through to 17 like components are numbered as for previous embodiments.

In this instance the upwardly facing indicia 117 will be in the form of an "active" image as defined earlier in this specification. Being in this form it is possible to arrange the active image to be controlled electronically so as to be varied by local controller 201. Local controller 201 incorporates a processor 202 in communication with a local memory 203. The controller 201 is further adapted to COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:54 No. 0061 P. 33 N0 0 0 Cl communicate with a remote computer or like device by way of communications module 204 which is also in communication with global processor 202. In use processor 202 loads a predetermined active image to display driver 205 which, in V' 5 turn, causes the predetermined active image 206 to be o loaded for viewing as upwardly facing indicia 117.

In one form memory 203 is loaded with more than one o predetermined active image 206, each image having previously been determined and its commercial value evaluated in accordance with previously described embodiments. Selected ones of the -predetermined active images 206 are then displayed in accordance with a particular revenue function and as agreed with the respective entity which desires the display of the predetermined active image 206.

For example, in a simple scenario, a first image is loaded to display driver 205 for display for a first predetermined period of time followed by the loading of a second predetermined active image into display driver 205 for a second predetermined period of time following the expiry of which the first predetermined image is loaded once more and so on in cyclic fashion.

In a further form memory 203 can be loaded with predetermined active images 206 from a remote computer for COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:55 No, 0061 P. 34 31 0 C1 example via communication enabled via the internet 207. In Sone particular instance a computer platform 110 can be utilised as the remote computer incorporating processor 111 and memory 112. In this instance processor 111 communicates predetermined active image data corresponding to a O predetermined active image 206 via remote communications 0 module 208 which communicates via internet 207 with local

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Scommunications module 204 of local controller 201. In a preferred form the predetermined active image data 209 is transmitted in blocks 210 of digital data, each block comprising a header 210A and a data portion 210B wherein, for example, the header 210A includes IP address information of the type recognised by the TCP/IP protocol as currently used for a major portion of internet digital traffic.

As will be described in the specific examples of Figs 14 to 17 the active image 206 may be represented as upwardly facing indicia 117 in the form of an electronically manipulable image which may itself comprise active light sources (such as the phosphors of a CRT panel) or may be of the type which requires a separate light source, to, in effect, be shone through it (as, for example, certain forms of current LED panel technology). In this second form the illumination component may only be COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:55 No. 0061 P, \O 32 0 C( necessary, or at least will render the image most Seffectively, in a darkened environment (for example at inight).

With reference to Fig 14 (and when like components are numbered as for previous embodiments) the automated signage o system 200 is implemented as an active LED matrix 211 mounted to support structure 70 which comprises an

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o interposed mechanical support between the LED matrix 211 and upward facing surface 71. The. LED matrix 211 is itself in electronic communication with local controller 201 thereby to be loaded with predetermined active image data in the manner previously described.

With reference to Fig 15 the active LED matrix 211 is, in this instance, affixed to support structure 75 so as to function to provide both upwardly facing indicia and outwardly facing indicia, thereby to make dual use of the available upwardly facing surface.

With reference to Fig 16 an alternative form of implementation comprises application of a flexible sheet 212 of signage material to which indicia 213 has been applied. The flexible sheet overlays and is affixed to support structure 70 which, in turn, is affixed to the upwardly facing surface 71. A light source 214 can be placed within the support structure and arranged so as to COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:55 No. 0061 P. 36 4O 33 0 0 Cl selectively shine through portions of the flexible sheet C) 212. The light source 214 is selectively controlled by local controller 201. A similar arrangement applies to the dual use arrangement shown in Fig 17.

In a further particular form of Figs 16 and 17 the o flexible sheet 212 comprises "flexible digital paper" as for example described in United States Patent Application

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SUS20020054033, the disclosure of which is incorporated herein by cross-reference. Alternative forms of the flexible digital paper comprise a laminate incorporating an image memory function. As previously described the electronic digital paper, once placed on the support structure 70, 75 is placed in electronic communication with local controller 201 thereby to allow loading of a predetermined active image in the manner previously described.

COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24

Claims (21)

1. A system for the application of an image to an upper ci surface of a built structure, said image arranged for visibility from over-flying craft; and wherein characteristics of said image define a cone of 0 legibility; and wherein the commercial value of said 0 oimage applied to said surface is a function of said cone of legibility.

2. The system of Claim 1 wherein said upper surface comprises a rooftop.

3. The system of any previous claim wherein said image is displayed for a predetermined time at a predetermined revenue rate defined with reference to said cone of legibility.

4. The system of Claim 3, wherein said image is displayed for a time period in the range of 1 to 12 months. The system of Claim 3, wherein said image is displayed for a time period in the range of 1 to 5 years.

6. The system of Claim 3, wherein said image is displayed for a time period in the range of 1 to 10 years.

7. The system according to any previous claim wherein said image is in the form of a company name or logo. COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24

24. Feb. 2006 23:55 No. 0061 P. 38 \O 0 0 C 8. The system of any one of claims 1 to 6 wherein said image is displayed in the form of an advertisement for a product or service. 9. The system of any previous claim wherein a step of commercialization includes leasing of space on said o rooftop. r 10. The system of Claim 9 wherein said space is made o available on a commercial basis to third parties for the display of advertising indicia thereon. 11. The system of any previous claim wherein said image is displayed in the form of textual or graphic information. 12. The system of any previous claim wherein said image comprises a series of images displayed consecutively. 13. The system of any previous claim wherein said image is a moving image. 14. The system of any one of claims 1 to 12 wherein said image is applied as a film. The system of any one of claims 1 to 12 wherein said image is applied by way of projection onto said rooftops. 16. The system of Claim 3 wherein the subtended angle of said cone is determined according to a parameter based COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24, Feb. 2006 23:56 No. 0061 P. 39 NO 36 0 on roof surface texture and discontinuities of the roof Ssurface. 17. The system of Claim 16 wherein said commercial value of said image is a function of the number and characteristics of aircraft flight paths intersecting Ssaid cone. \IN 18, The system of any previous claim wherein each said Simage is applied as paint by a mechanical applicator adapted to traverse a roof surface. 19. The system of any previous claim wherein each said image is formed from an array of coloured panels, segments, dots or pixels. The system of Claim 19, wherein the panels, segments, dot or pixel size and spacing is determined according to information theory. 21. The system of any previous claim wherein the resolution of each said image allows for roof discontinuities such as sky lights or a change of roof angle. 22. The system of any previous claim wherein each said image is provided with day and/or night time illumination. 23. The system of Claim 18 wherein said mechanical applicator is in modular form arranged to be lifted to a rooftop in sections for reassembly. COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:56 No. 0061 P. \O 37 0 24. The system of Claim i1 wherein said mechanical Sapplicator is provided with traversing means for progressively applying an image to a roof surface. The system of Claim 18 wherein said mechanical applicator is provided with a rail system arranged to o guide said applicator over an expanse of roof.

26. The system of Claim 18 wherein said mechanical Sapplicator is provided with support wheels and ci propulsion means.

27. The system of Claims 18 wherein said mechanical applicator is provided with a plurality of paint, toner or ink dispensing nozzles disposed along an axis transverse to the direction of the guide rails of the applicator.

28. The system of any one of Claim 18 wherein said mechanical applicator is provided with digital and/or mechanical control means.

29. The system of Claim 29 wherein the control means determines the sequence, colour, duration and the nozzle from which paint, toner or ink is dispensed. The system of Claim 28 wherein the pixel, panel, segment or dot size delivered by the nozzles may be varied according to the required resolution of the image to be applied. COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:56 No. 0061 P. 41 \38 0 0 C

31. A method of allocating advertising space of an upper Ssurface of a built structure for an image arranged for visibility from over-flying aircraft wherein characteristics of said image define a cone of 5 legibility for said image; said method comprising the 2 steps of: procuring a roof surface and obtaining signage o rights to the roof surface; c offering the roof surface as a platform for advertising indicia for a predetermined period of time; procuring the application of the advertising indicia in such manner as to be observable from over flying aircraft.

32. A method for the valuation of a surface for advertising purposes by means of a cone of legibility, said method comprising the steps of: determining the area of the surface available, 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, COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 .24. Feb. 2006 23:56 No. 0061 P. 42 39 0 C determining the maximum size of elements of the Sindicia 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 o said indicia, 0 T determining the spatial orientation and extent of o 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.

33. The method of claim 32 wherein said step for the determination of said cone of legibility further includes the steps of: the construction of a 3-dimensional computer model of said surface area, positioning a digital representation of said indicia on said model of said surface area, empirically determining the parameters of maximum distance and angle of inclination at which said COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:56 No. 0061 P. 43 \0 0 CA indicia may be resolved by the scaling and Sspatial rotation of the computer model. 35, An upper surface of a built structure incorporating indicia thereon or therein; said indicia constructed so S 5 as to be discernable by observers in craft passing over O said built structure when said craft is within a predetermined legibility distance of said built o structure and wherein said legibility distance is ci determined by a cone of legibility.

36.The upper surface of claim 34 wherein said predetermined legibility distance is in the range 100 2 000 feet.

37.The upper surface of claim 34 wherein said predetermined legibility distance is in the range, 100 10 000 feet.

38.The upper surface of claim 34 wherein said predetermined legibility.distance is in the range 30,000 40,000 feet.

39.The upper surface of claim 34 wherein said predetermined legibility distance is defined by and lies within the volume of said cone of legibility. upper surface of claim 34 wherein said built structure is a roof. COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:57 No. 0061 P. 44 V\ 41 0 C

41.The upper surface of claim 34 wherein said built Sstructure is a pontoon.

42.A method of deriving revenue from advertising space wherein said revenue is a function of a cone of legibility; said method comprising the steps of: o procuring an upward facing surface and obtaining r NO signage rights to the surface; S(b) offering to a third party the surface as a cM platform for advertising indicia for a predetermined period of time; procuring the application of the advertising indicia to said surface in such manner as to be observable from craft passing over said surface at a predetermined legibility distance.

43.The method of claim 41 wherein said revenue is directly linked to the benefit derived by said third party from the visibility and discernability of said indicia to viewers in said craft as it passes over said surface at said predetermined legibility distance. COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:57 No. 0061 P. NO 42 c 44 A built structure having an upward facing surface; Ssaid built structure supporting a first image and a second image; said upward facing surface overlaid by said first image in the form of first advertising indicia; said first image arranged for visibility from overflying craft; and o wherein revenue is derived from said upward facing surface; 0 and wherein said revenue is a function of a cone of \N o legibility; said cone comprising an inverted conical section of a sphere whose generator is equal to the distance of resolution of the smallest discrete detail of said image; said second image in the form of a substantially vertically- oriented sign having second advertising indicia thereon adapted for viewing from ground level and for which separate signage rights may be negotiated; said upwardly facing surface mechanically associated with both said first image and said second image. The built structure of claim 44 wherein said first image and said second image are supported on a support structure which, in turn, is supported on said upward facing surface. 46The built structure of claim 44 or claim 45 and wherein said first image and said second image comprise an active image in communication with a local controller whereby each respective image can be COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:57 No. 0061 P. 46 VO 43 0 0 Sreplaced by loading a fresh image from a. local Fcontroller. 47 The built structure of claim 46 where said local controller is in communication with a remote computer; said remote computer adapted to communicate one or o more of said first image and said second image to said \O local controller. 48 The built structure of claim 47 wherein said first image and said second image are formed on or in a flexible planar material. 49 The built structure of claim 48 wherein said flexible planar material comprises electronic digital paper. The built structure of any one of claims 44 to 49 wherein said" predetermined legibility distance is in the range 100 2 000 feet. 51 The built structure of any one of claims 44 to 49 wherein said predetermined legibility distance is in the range 100 10 000 feet. 52 The built structure of any one of claims 44 to 49 wherein said predetermined legibility distance is in the range 30,000 40,000 feet. 53 The built structure of any one of claims 44 to 49 wherein said built structure is a roof. COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24 24. Feb. 2006 23:57 No. 0061 P. 47 NO 44 0 0 54 The built structure of any one of claims 44 to 49 wherein said built structure is a pontoon. The built structure of any one of claims 44 to 49 wherein said revenue is derived by the steps of: procuring said upward facing surface and o obtaining signage rights to said surface; offering to a third party said surface as a 0 C platform for said first and second advertising indicia for a predetermined period of time. 56 The built structure of claim 55 wherein revenue is derived therefrom by the steps of procuring the application of said first advertising indicia to said surface in such manner as to be observable from craft passing over said surface at a predetermined legibility distance; wherein said predetermined legibility distance is defined by and lies within the volume of said cone of legibility. DATED: 27 January 2006 KAREN PAMELA WINTON by her Patent Attorneys: WALLINGTON-DUMMER COMS ID No: SBMI-02791437 Received by IP Australia: Time 23:59 Date 2006-02-24