Classifications

• • G—PHYSICS
  • G09—EDUCATION; CRYPTOGRAPHY; DISPLAY; ADVERTISING; SEALS
  • G09F—DISPLAYING; ADVERTISING; SIGNS; LABELS OR NAME-PLATES; SEALS
  • G09F27/00—Combined visual and audible advertising or displaying, e.g. for public address

Definitions

• the invention relates to an advertising system with a device for storing advertising messages and an information dissemination device.
• advertising content or advertising messages for certain products, companies, brands, political parties etc. are disseminated via a large number of different advertising or advertising media.
• the best known is the distribution of advertising or advertising via the press, television, radio, posters, shop window decorations, leaflets and personally or impersonally addressed mail items.
• advertising is also increasingly being carried out in the form of sponsoring events (particularly in the sporting or cultural field), sponsoring clubs and sponsoring schools, universities or congresses.
• advertising or advertisements are widely distributed in order to reach as many potential customers as possible. It is accepted that, in addition to potential customers, a large number of people (often even the majority of people) will be advertised, who are not considered as buyers of a certain product from the outset. As a result, the individual is sprinkled with advertising or advertising so often that they become somewhat saturated. The constant interference with advertising or advertising for products in which there is no interest may dull the individual in such a way that he no longer perceives advertising or advertising that would actually interest him. In this case, the success of the advertising is impaired by the over-saturation of the potential customers with general, non-specific advertising or advertising.
• Another problem with common advertising is that the advertising or advertisement is often not delivered at the right time.
• the careful preparation and implementation of an advertising campaign in which, for example, coordinated advertising messages about posters, radio and television dissemination requires long-term planning that often spans several months or even years.
• the consumer behavior of potential customers often changes within a very short period of time in an unpredictable direction. Consumer behavior is often not only subject to seasonal, but also daily or even shorter-term fluctuations.
• a complex advertising campaign can therefore fail to achieve its intended effect simply because it does not reach potential customers at the right time. The success of advertising is then impaired by the transmission of advertising or advertising at an unsuitable time.
• the object of the invention is to provide an advertising system which overcomes the disadvantages of known advertising systems with regard to oversaturation with unspecific advertising or advertising and / or distribution of advertising or advertising at inappropriate times and thereby contributes to an improvement in advertising success, and a method for the operation of such an advertising system.
• an advertising system with a device for storing advertising messages and an information dissemination device, an ascertaining device for ascertaining at least one current advertising-specific situation parameter and a control device in order to select one of the stored advertising messages as a function of the ascertained situation parameter and to disseminate it via the information dissemination device.
• An advertising-specific situation parameter is to be understood as any parameter that can be assumed to have a connection between it
• advertising-specific situation parameters e.g. brand of a driver's car for car advertising, since it is probably pointless to advertise a Weg-Chevaux to a Cadillac driver. hair growth of a person for hair restorer advertising, which is more promising for a bald person than for a completely hairy person; mother tongue of a person to be influenced by advertising, since advertising in Swiss German is useless for most Japanese, etc.
• the advertising-specific situation parameters also include large companies that are not directly related to the people being advertised, such as meteorological measurements (it is clear that advertising for umbrellas in rainy weather, advertising for winter tires in snowfall and advertising for swimming trunks when hot) Weather is particularly promising).
• the advertising installation according to the invention thus permits a situation parameterization with regard to the advertising-specific situation.
• the situation parameterization for the advertising-specific communication improves the effectiveness of the advertising distributed with the advertising arrangement according to the invention.
• the invention is particularly suitable for use at points of sale (point sales) such as petrol stations, large shops, drive thru's, restaurants, banks, etc.
• the determination device of the advertising installation is arranged in the distribution area of the information distribution device, whereby the distribution area of an information distribution device is understood to be the area in which advertising messages can be effectively distributed via the information distribution device.
• the advertising is essentially distributed where the advertising-specific situation parameter is determined.
• An example of this embodiment of the invention is the advertising system for a petrol station described below, in which the detection device is installed in the form of a video camera at a petrol pump, in which a screen for disseminating advertising messages is also installed.
• the advertising message selected depending on the determined advertising-specific situation parameter can also be distributed at a location remote from the location of the investigation.
• the vehicle type of a vehicle can be determined using a determination device, in order to then display an advertising message for products that are particularly suitable for this vehicle type on an electronic billboard that is a few kilometers away from the determination location in the direction of travel.
• the determination device of an advertising installation according to the invention has an input device for the manual input of an advertising-specific situation parameter.
• a (human) observer This is particularly advantageous if the advertising-specific situation to be determined parameters can only erratically or not be determined automatically, so in addition to determine the targeted situational parameter • required. The observer can then manually enter the advertising-specific situation parameters determined by him into the advertising system using the input device.
• an advertising installation according to the invention can also be equipped for the fully automatic determination of one, several or even all of the advertising-specific situation parameters to be determined.
• the determination device of an advertising installation preferably has a video camera for the image-based (i.e. visual) determination of one or more advertising-specific situation parameters.
• one or more advertising-specific situation parameters can be determined fully automatically on the basis of the images recorded by the video camera.
• one or more of the advertising-specific situation parameters to be determined are determined by a human operator on the basis of the images recorded by the video camera.
• the determination device of an advertising installation according to the invention comprises one or more meteorological
• Measuring sensor for determining one or more current meteorological measurement parameters as advertising-specific situation parameters. Accordingly, in the Storage device stores several different advertising messages for products and / or services, which are particularly suitable for certain weather conditions that can be characterized by means of the meteorological measurement variable to be determined.
• the determination device comprises a receiver for receiving signals transmitted by means of electromagnetic waves in order to determine specific signals as advertising-specific situation parameters.
• This variant of the invention can be used particularly advantageously in connection with telemetry devices for the transmission of vehicle data, as are already used occasionally today and are to be widely used in the future. Such telemetry devices are e.g. planned in connection with heavy vehicle taxes, vehicle theft prevention, general traffic monitoring, etc. With a suitable receiver, however, other electromagnetic signals can also be received, e.g. the identification signals sent by mobile phones
• the determination device of an advertising installation according to the invention can also be provided with a device for measuring fragrances in order to use these measurement results as advertising-specific situation parameters.
• a measuring device can e.g. are based on biometric measurement techniques.
• the perfume used by a passer-by can be determined in order to then spread an advertising message about a new perfume of the corresponding brand.
• the information distribution device of an advertising installation according to the invention preferably comprises at least one screen and at least one loudspeaker for the audiovisual distribution of advertising messages.
• the information dissemination device can also comprise only loudspeaker means for purely acoustic information dissemination, only visual display means, for example in the form of electronic display boards or in the form of screens for purely pictorial information dissemination, combinations of these means and / or other suitable information dissemination means .
• Static and / or dynamic advertising messages can be stored in the storage device of the advertising installation according to the invention.
• a static advertising message is to be understood as an essentially unchangeable advertising message, e.g.
• a dynamic advertising message can be continuously changed .
• a dynamic advertising message can consist, for example, of an image screen text that contains values from a continuously updated database.
• a dynamic advertising message can contain a continuously updated homepage from the Internet.
• Further information can also be stored in the storage device, which is not directly related to the advertising content, but e.g. are of general interest (e.g. time and date display, display of outside temperature, etc.).
• the bank of a customer who pays his bill by means of a credit card is determined as an advertising-specific situation parameter.
• the determining device of the advertising system essentially consists of the reading device for reading the credit card.
• the control device of the advertising system then makes online access to a continuously updated database, on which investment recommendations of the customer's determined bank are stored. These current investment recommendations from "his" bank are then printed out to the customer together with the invoice receipt for the invoice to be paid.
• the advertising message in the form of a current investment recommendation is therefore a dynamic advertising message.
• This embodiment of the invention just described also has the further advantage that the customer receives an up-to-date advertising message that is nevertheless effective over a long period of time, since it is available in printed form.
• the determining device of an advertising installation according to the invention can advantageously also be used for monitoring and control purposes which are not directly related to the distribution of advertising.
• Detection device can recognize people and other objects optically, acoustically, on the basis of electromagnetic signals (also via satellite) and / or on the basis of smells, it is suitable for civil or military applications in the field of security technology for the protection of persons and / or objects.
• the detection device of an advertising installation according to the invention can, for example, for the surveillance and / or control of government buildings, border crossings, airplanes, airports, industrial plants, shipping ports, prisons, security zones and special vehicles.
• At least one current advertising-specific situation parameter is determined in a first step by means of a determination device of the advertising system, whereupon in a second step a control device of the advertising system, depending on the determined situation parameter, stores one of a plurality of data in a storage device Selects advertising messages and, in a third step, the selected advertising message is disseminated via an information dissemination device.
• the time period between the determination of the advertising-specific situation parameter in the first step and the start of the dissemination of the advertising message in the third step is less than approximately three minutes.
• the time span is preferably only a few seconds.
• the method is particularly preferably applied in real time.
• time differences between the first and the third step that are greater than three minutes are also possible.
• This can be advantageous, in particular, in the case of an advertising installation according to the invention of the type mentioned above, in which the advertising message selected as a function of the determined advertising-specific situation parameter is distributed at a location remote from the determination location.
• the vehicle brand of a vehicle can be determined as an advertising-specific situation parameter by means of a determination device of an advertising installation.
• the selected advertising message is distributed in the area of the table in the restaurant at which the driver of the vehicle has taken a seat, the brand of which was determined in the first step.
• a sufficiently long period of time is selected between the first and the third method step in order to ensure that the advertising message is only spread after the driver has sat down at the table.
• the vehicle brand of a vehicle to be refueled on a fuel pump is determined as the current advertising-specific situation parameter.
• an advertising message is selected for products and / or services that are particularly suitable for the identified vehicle brand, and then, in the third step, the selected advertising message is disseminated in the area of the fuel pump on which the vehicle is refueled, the brand of which is determined in the first step has been.
• the driver of the vehicle has practically nothing to do while refueling the vehicle, which is why he is particularly receptive to advertising at this time. This embodiment of the invention thus achieves particularly great advertising success.
• the mother tongue of passers-by e.g. determined in a pedestrian passage.
• an advertising message is then selected in the language determined in the first step, whereupon in the third step of the method the advertising message is distributed in this language in the area of the pedestrian passage.
• Situation parameters determined e.g. the outside temperature in the vicinity of a petrol station and the brand of a vehicle to be refueled at a petrol station.
• an advertising message is then selected as a function of two advertising-specific situation parameters from a multiplicity of advertising messages stored in a storage device.
• This advertising message can e.g. in cold temperatures (first advertising-specific situation parameter) include advertising for winter equipment for the determined vehicle brand (second advertising-specific situation parameter). At warm temperatures (first advertising-specific situation parameter), an air conditioning system can be advertised for the determined vehicle brand (second advertising-specific situation parameter) in the advertising message.
• the selected advertising message is then distributed in a third step via an information distribution device.
• the drawing represents a preferred embodiment of the present invention. It shows:
• Fig. 1 is a simplified schematic representation of an advertising system according to a preferred embodiment of the invention. 1 1
• a billboard 10 according to a preferred embodiment of the invention is shown in a simplified schematic form.
• the advertising system 10 has a storage device 20 for storing a plurality of any advertising messages and an information distribution device 30 for disseminating these advertising messages.
• the advertising system 10 comprises a determination device 40 for determining at least one current advertising-specific situation parameter and a control device 50 in order to select one of the advertising messages stored in the storage device 20 as a function of the determined situation parameter and to disseminate it via the information distribution device 30.
• the advertising system 10 is intended for use at petrol stations for refueling vehicles.
• the determination device 40 has a video camera 44.
• the determination device 40 may comprise a plurality of video cameras 44, which are installed at different locations, but just as well. For example, it is possible to use a separate video camera for each petrol pump in a petrol station.
• the video camera 44 shown in FIG. 1 is continuously switched on.
• the video camera 44 is connected to a sensor (e.g. an infrared sensor or an ultrasound sensor) so that it is only switched on when at least one vehicle is in the area covered by the video camera 44.
• a sensor e.g. an infrared sensor or an ultrasound sensor
• the images recorded by means of the video camera 44 are transmitted via a suitable transmission line 12
• the determination control circuit 42 has an image processing unit (not shown), which is designed such that an automatic determination of the current advertising-specific situation parameter to be determined is possible.
• the vehicle type of a vehicle parked for refueling at a fuel pump is determined as the current advertising-specific situation parameter.
• the image processing unit of the determination control circuit 42 is designed for the automatic recognition of vehicle types on the basis of image sequences which are recorded by the video camera 44 and transmitted to the image processing unit via a suitable transmission line.
• the automatic detection takes place in quasi real time, ie the time delay between the recording of an image sequence by the video camera 44, on which a vehicle is clearly recognizable, and the automatic determination of the vehicle type of this vehicle is not longer than a few seconds, preferably less than 10 seconds.
• the determination device 40 can have, in addition to the video camera 44 and the automatic image processing unit, further sensors for determining certain vehicle features (such as weight, width, length and / or height of the vehicle), which automatically measure the vehicle parameters to be measured measure and transmitted to the determination control circuit 42.
• certain vehicle features such as weight, width, length and / or height of the vehicle
• the determination control circuit 42 forwards the determined current advertising-specific situation parameter, ie the determined vehicle type, to the control device 50 of the advertising system 10.
• the location (advertising location) at which the current advertising-specific situation parameter was determined is simultaneously passed on together with the determined advertising-specific situation parameter.
• the advertising location is also preferred, for example in the form of an identification number of the fuel pump, at which the vehicle is refueled, or in the form of an identification number closest to it 13
• Information distribution screen 34 located at the fuel pump is passed on to the control device 50 so that the advertising message suitable for the determined vehicle type can then be distributed via the screen 34 of the information distribution device 30 that is most suitable for the advertising location.
• the determination device 40 comprises, instead of the image processing unit for automatically detecting the vehicle type, one or more screens (not shown) on which the image sequences recorded by the one (or more) video cameras 44 can be displayed in real time or in quasi-real time .
• a representation in quasi real time is understood to mean a representation in which the time delay between the recording of an image sequence by a video camera and the representation of this image sequence on a screen is not longer than a few seconds.
• An operator monitors the image sequences recorded by the one or more video cameras 44 and displayed on one or more screens and uses these image sequences to determine one or more current advertising-specific situation parameters, such as the type or brand of a vehicle that is within the detection range of a video camera 44 .
• the determination device 40 further comprises an input device (for example in the form of a keyboard), with the aid of which the operator can enter the one or more determined current advertising-specific situation parameters and transmit them to the determination control circuit 42.
• the input device (not shown) can preferably be used at the same time to enter the location (advertising location) at which the current advertising-specific situation parameters were determined, this location information again, as in the embodiment of the invention mentioned above, from an identification number of a fuel pump or an information dissemination screen 34 can exist. 14
• One or the determined current advertising-specific situation parameters are transmitted from the determination device 40 to the control device 50 via a suitable communication line.
• the control device 50 of the advertising installation 10 automatically selects an advertising message in the form of an advertising film, which is stored in the storage device 20, depending on the currently determined vehicle type.
• additional current advertising-specific situation parameters are transmitted to the control device 50 in the form of automatically measured meteorological measurement variables, and the control device 50 is designed such that it is additionally designed to select an advertising film from the large number of advertising films stored in the storage device 20 the determined current meteorological parameters are also taken into account for the determined vehicle type.
• this embodiment of the advertising system 10 it is possible, for example, to show a motorist who comes to a petrol station in winter weather to refuel while fueling his car, a film for winter tires that is particularly suitable for his vehicle type.
• a driver can also be advised to use the train instead of the car in this weather.
• the driver can e.g. an advertising film for a new convertible model of his car brand or an air conditioning system suitable for his car brand or for his vehicle type.
• the advertising message can also contain information about the treatment of heat collapses or the emergency telephone number of the nearest hospital. This ensures that a certain advertisement reaches the customer at a convenient time, namely e.g. an advertisement for winter products when it snows, an advertisement for sunscreens when the sun is shining, an advertisement for umbrellas when it rains, etc.
• the control device 50 of the advertising system 10 controls one or more video playback devices (not shown) in such a way that immediately after the selection - depending on one or more determined current advertising-specific situation parameters - of the advertising film to be performed, a video playback device begins to play the selected advertising film. It is immaterial in the schematic representation in FIG. 1 whether the video player is part of the (merely conceptual) 15
• nelle unit of the storage device 20 or the (conceptual) unit of the information dissemination device 30 is considered.
• advertising advertisement 10 contains only a single video player which is connected to screen 34 via a fixed transmission line. In this case, there is no need to transfer the advertising location mentioned above. As soon as the video device - controlled by the control device 50 - starts to play the advertising film, this advertising film is displayed on the screen 34 and the corresponding advertising message is distributed in the vicinity of the screen 34.
• the information dissemination device 30 contains a plurality of screens 34 which are set up at different locations, for example at each petrol station of a petrol station.
• the control device 50 is also transmitted the advertising location by the determination device 40 in addition to the determined vehicle type. The control device 50 then determines the screen 34 which is best suited for the distribution of the advertising film with regard to the advertising location.
• the information distribution device 30 additionally contains an information distribution control circuit 32.
• the control device 50 passes on an identification number of the screen 34 determined depending on the advertising location and an identification number of the video player on which the advertising film selected according to the determined vehicle type is played back to the information distribution control circuit 32 , whereupon the latter establishes a connection between the video player and the screen 34 determined by the control device, so that the selected advertising film is displayed on the screen 34 which is most suitable with regard to the advertising location and the advertising message is thus disseminated in the area in which the current advertising-specific situation parameter has been determined.
• the screen 34 shown in FIG. 1 can additionally be equipped with loudspeakers for the audiovisual distribution of advertising messages in the form of sound films.
• At least one current advertising-specific situation parameter is determined in a first step by means of a determination device 40.
• the determination can take place automatically or can be carried out by an operator who determines the situation parameter with the aid of the determination device 40.
• the vehicle type of a vehicle to be refueled at a petrol station is determined as the current situation parameter.
• control device 50 selects an advertising film from a plurality of advertising films stored in the storage device 20, in which advertising material is advertised for products and / or services that are particularly suitable for the determined vehicle type.
• the selected advertising film is played on a video device and displayed on a screen 34 of the information dissemination device 30, which is preferably arranged in the vicinity of the fuel pump on which the vehicle determines its type in the first step of the method has been refueled.
• the invention specifies an advertising system and a method for operating an advertising system, which enable the dissemination of advertising messages or advertisements tailored specifically to specific people.
• the advertising system according to the invention and the method according to the invention enable advertising or advertising to be disseminated at a time which is favorable in relation to the advertised goods and / or services. With the advertising system and the method according to the invention, an improvement in advertising success is achieved.

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• Physics & Mathematics (AREA)
• General Physics & Mathematics (AREA)
• Engineering & Computer Science (AREA)
• Theoretical Computer Science (AREA)
• Management, Administration, Business Operations System, And Electronic Commerce (AREA)
• Financial Or Insurance-Related Operations Such As Payment And Settlement (AREA)
• Road Signs Or Road Markings (AREA)
• Navigation (AREA)
• Telephonic Communication Services (AREA)
• Iron Core Of Rotating Electric Machines (AREA)
• Massaging Devices (AREA)
• Infusion, Injection, And Reservoir Apparatuses (AREA)

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• 1999
  • 1999-02-04 AT AT99900869T patent/ATE219273T1/de not_active IP Right Cessation
  • 1999-02-04 AU AU20445/99A patent/AU2044599A/en not_active Abandoned
  • 1999-02-04 WO PCT/CH1999/000048 patent/WO1999040558A1/fr active IP Right Grant
  • 1999-02-04 EP EP99900869A patent/EP1053538B1/fr not_active Expired - Lifetime
  • 1999-02-04 DE DE59901726T patent/DE59901726D1/de not_active Expired - Lifetime

Non-Patent Citations (1)

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