GB2402310A - Selective display of product information based on location - Google Patents

Abstract

A system for selectively displaying information at a plurality of locations, the system comprising portable display apparatus 1 including a display unit 6 and a control module 4, and a plurality of presentations which can be displayed on the display unit by means of the control module, there being stored data which indicates appropriate locations for each of the presentations. The system further comprises a port 9 at each location with which the control module communicates in order to operate at that location, each port being provided with an identifier which, when there is communication between the control module and the port, is used to identify the location and to select the appropriate presentation for that location. The display apparatus may comprise an elongate, flat connecting member 5 which is connected mechanically at one end to the control module 4 and mechanically supports the display unit 6 at the end of the member which is remote from the control module, whereby the apparatus can be positioned on a support surface 2 on which products 8 are stocked, with the control module behind the products, the flat connecting member passing underneath the products, and the display unit in front of the products. The control module is provided with appropriate presentations from a central location. The display apparatus may be positioned on a shelf in a store on which products are stocked, and the presentation may comprise promotional material relating to the products at the location where the display apparatus is positioned.

Description

1 2402310

DISPLAY SYSTEM

This invention relates to systems for the display of information and to particularly, but not exclusively, systems suitable for displaying product specific information at a point of sale, such as in a supermarket.

It is well known to provide electronic displays for the display of information, such as pre-recorded advertisements, in shops or supermarkets using, for example, apparatus such as a video player loaded with a video recording or a computer loaded with computer graphics, connected to a suitable screen such as a plasma display. The apparatus may be portable so that it can be used at various locations, for example so as to increase the number of people or customers who see the presentation. The presentation can be changed as desired by using a different video recording or loading in an alternative computer graphic presentation so that a single display apparatus can be used to display a number of presentations relating to different products or services.

Ensuring that the appropriate presentation is displayed for a particular location and at a particular time period depends on correct selection by an operative.

Known equipment is relatively large and cumbersome and can only be set up in certain locations within a shop or supermarket, for example, where it may be some distance from the products being promoted. In addition, displaying promotional presentations relating to a range of products can require substantial operator involvement in repositioning the display next or near to the new product and reprogramming the display with the relevant presentation or promotion for that product.

Viewed from one aspect, an invention disclosed herein provides a system for selectively displaying information at a plurality of locations, the system comprising (a) portable display apparatus including a display unit and a control module and (b) a plurality of presentations which can be displayed on the display unit by means of the control module, there being stored data which indicates appropriate locations for each of the presentations; and the system further comprising (c) a port at each location with which the control module communicates in order to operate at that location, each port being provided with an identifier which, when there is communication between the control module and the port, is used to identify the location and to select the appropriate presentation for that location.

Viewed from another aspect the invention provides display apparatus for displaying, at a location selected from a plurality of locations, a presentation selected from a plurality of presentations, the apparatus comprising a display unit and a control module, the control module being adapted to communicate with a port at a location, to receive data stored by the port which identifies the port, to use the data in the selection of the appropriate presentation for the location of the port and to cause the display unit to display that presentation.

Viewed from another aspect there is provided a method of displaying at a location a presentation selected from a plurality of presentations, the location being selected from a plurality of locations and there being stored data identifying links between locations and presentations appropriate to the locations, and there further being a port at each location which stores data identifying the port, the method comprising the step of providing display apparatus at a location, establishing communication between the display apparatus and the port, detecting the identifying data of the port, using the identifying data to establish the location of the port, selecting the presentation appropriate to that location, and displaying the presentation on the display apparatus.

Viewed from a further aspect, there is provided a method of displaying at a location in a store a selected presentation comprising promotional material relevant to products which are stocked at or adjacent to the location in the store, the method comprising the steps of providing display apparatus at the location, detecting automatically the location of the display apparatus, using a database linking presentations and locations to select automatically from a number of presentations the presentation appropriate to that location, and displaying the presentation on the display apparatus.

Thus the invention enables presentations to be given reliably at a greater number of locations and with greater ease and versatility than at present. The invention allows presentations to be given without relying on user intervention to identify the appropriate presentation for that location.

Communication between the display apparatus and the port is used to identify the location of the port and to select the appropriate presentation for that location. Thus preferably, the arrangement is such that there must be communication between a port and the display apparatus for the apparatus to function to display a presentation.

The communication between the port and the control module may be physical. For example there may be an electrical connection which connects the control module to the port. This connection may be used solely to convey port identification infommation to the module, or may also be used to provide power and / or presentation signals to the module. It may also be used to receive and transmit management data to and from the module. Alternatively, communication between the port and the control module may be by means of short range wireless communication using, for example, "Bluetooth" or other short range communication systems such as inductive coupling or an infra red link. The range of operation of a wireless link should be limited so that there is no interference between ports at different locations and no risk of the wrong location being identified. Wireless communication between the port and the control module may transfer presentation signals or management data, for example, in addition to the port identifier.

In an alternative embodiment the location identifier may be by means other than with an identifier built into the port. For example, the location of the apparatus may be determined using a base station arrangement wherein the control unit communicates with base stations over a wireless connection and determines its location by, for example, triangulation. The location may also be determined using existing wireless LAN technologies such as those designed in accordance with IFFE standard 802.1 lb; also known as Wi-Fi.

The control module may be incorporated into the display unit. Preferably however, the control module is separate from the display unit and provided with a means to communicate presentation data and/or power to the display. There could be wireless communication of data from the control module but in the preferred embodiments there is a physical electrical connection.

The display unit can be any display suitable for presenting information, such as a cathode ray tube, liquid crystal display (LCD), thin film transistor (TFT) display, electro-luminescent display or plasma display, and may be capable of displaying black and white or colour presentations. Preferably it is a flat screen type of display which will not occupy much depth.

The display unit may be provided with means to receive inputs from the viewer of the display such as, for example, by touch screen input, barcode reader, or by user operable buttons on or around the display unit. The module may be arranged to receive the user inputs from the display unit and these may be used to adjust the presentation or to provide responses from the viewer of the presentation.

A plurality of presentations may be stored on the control module, together with the data indicating which presentation is appropriate for which location. In such an arrangement, when the module is positioned at a location and communicates with a port, the module reads the identifier and selects the appropriate presentation for that location. Preferably, however, when the control module communicates with a port either the port or the module will initiate communication with central data processing apparatus which selects the appropriate presentation. The appropriate presentation may already be stored on the control module, or may be downloaded from the central data processing apparatus or from a site selected by the central data processing apparatus, or may be streamed to the module. To reduce bandwidth requirements, preferably the presentation is downloaded and stored on the module, for display at appropriate intervals.

Presentation data may be stored on a hard disk within the control module, such as a magnetic or optical disk, and/or may be stored on solid state random access memory (RAM) or other forms of storage within the module. In general the control unit may be in the form of or similar to the processing unit of a personal computer, having read only memory (ROM), RAM, a microprocessor, a bulk storage device such as a hard disk and so forth. There may be ports for attaching a keyboard or other input device. For example, a universal serial bus (USB) port could be used for a number of input, output and control or diagnostic functions.

Some presentation and control data may be loaded on to the control module via the port at the location of use or from some other source of presentation data. For example, the presentation data may be loaded into the module storage device from a handheld device such as a personal digital assistant (PDA) through a wireless or physical connection.

The control module may also be provided with data relating to the time or frequency at which presentations should be displayed on the device. For example, a day may be segmented into different periods e.g. morning and afternoon wherein it is known that a supermarket is frequented by different customers in each time period. The data may include display schedule information indicating which presentations should be displayed at each of the time periods.

Presentations may be downloaded or streamed to the control module as required for display. Preferably, the module will store presentation data for a number of time segments e.g. for an entire day or for time segments as required.

As a further alternative, the presentation schedule information may be adjusted depending on other characteristics or inputs to the module. For example, a presentation may be selected or adjusted based on current stock levels, competitors' prices, checkout sales levels or other factors such as outside temperature, adverse weather conditions or other data which can be provided to the module. Changes to the schedule or presentation data can also be made centrally by a central data processing system and transmitted to the control module.

The presentations displayed by a given display unit may also be controlled in the immediate vicinity of the module using a device such as a personal digital assistant (PDA). Such a PDA may be programmed to provide the operator with a number of predetermined options which can control the presentations on a module. Each of the options may have a predetermined effect on a presentation on a module in accordance with predetermined rules. For example, an operator may have a predetermined selection of actions that can be taken in accordance with local conditions, for example if there are adverse weather conditions or road works which reduce the number of customers.

Presentation and/or scheduling information may be provided to the modules from a central data processing system. This system can preferably both control what presentations are to be shown and also monitor the use of presentations, for example for the purposes of analysis or pricing. For example, a product manufacturer may be charged in accordance with the number of times a presentation is displayed, the number of locations at which it is displayed, and the time of display - i.e. whether or not it is a peak period for shoppers in a store.

The presentations which are to be displayed on a particular display unit should, normally, correspond to the presentations which are listed in the schedule for a given display unit. However, for various reasons such as, for example, power cuts or equipment failure the actual presentations which are displayed may not correspond to those which were planned to be shown on the display unit. There may be instances where product manufacturers have paid for display time on the display units but the presentations do not occur. Thus, preferably the system provides a complete audit trail for presentations, maintaining a log of those which have or have not been successfully displayed, schedule modifications made locally, and so forth. If there have been failures, those presentations which have not been successfully displayed can then be rescheduled for display in a later time period.

The control of presentations and/or schedules of presentations in the immediate vicinity of display apparatus, or as discussed above, the control of presentations and/or schedules of presentations within a location such as a supermarket, is not limited to display apparatus according to the preferred embodiments of the invention. For example, control and scheduling of presentations within a store, on any form of display device (for example a large plasma screen display), may be controlled by an operator using a PDA according to predefined rules as discussed above. The operative may, using such a system, be able to control a plasma screen at a store entrance for example, so as to adjust the schedule of presentations or content of presentations according to factors such as sales, time of day or shopper characteristics.

The central processing system preferably contains a database of ports, each being identified by a unique identifying code which is stored on the port. Each port is assigned a physical location, and this can be universal. Thus, whilst it would be possible to have a local system in e. g. a supermarket, where a server stores e.g. the aisle / shelf and similar location data, in a preferred system there is a central processing system remote from the stores which will be using the system and which stores location data identifying the particular store as well as the location within the store which can be used to determine the location of the module connected to a given port. In any event, the database preferably contains details of the locations of all products, port identification codes relating to specific shelving and details of where products are situated within the store.

Using the database, the central processing apparatus can determine the appropriate presentation to be sent to each module based on the location of that module and the product which is associated with that location.

In a further embodiment the central processing system may also provide data regarding changes to presentations or schedules to each of the modules. Updates and changes to the presentations and schedules can be made at the central processing system and then transmitted to the modules via the ports.

Within a site such as a supermarket, ports can be provided as desired on shelves. The ports may communicate with a standard type of computer network, using e.g. Ethernet.

They may be linked to hubs, switches and routers as desired, and may communicate with a local server, through that server with a remote server, or through a router and a suitable wide area network with a remote server.

To provide the identification data the port may be provided with a microchip, which can be read by the control module to establish the identifying code. The identifier may be 64 bit, or for example 4, 8, 16 or 32 bit. The greater the number of bits, the easier it is to have large numbers of ports in a wide range of locations, internationally. The port is primarily for use in a system as described above but may be used in any application where a location specific identifier is advantageous.

Thus, in accordance with one aspect of an invention disclosed herein there is provided a communications port for connecting a central data processing system to local data processing apparatus, wherein the port is provided with a device storing an identifying code for the port which can be read by the local data processing apparatus when placed in communication with the port.

When used to display presentations relating to a particular product, it is advantageous to be able to position the display unit as close to the product as possible. This is not always possible, for example because of the size of the display apparatus or the arrangement of the shelving within a store.

Thus, viewed from one aspect, an invention disclosed herein provides portable display apparatus suitable for use at the point of sale or display of products on a support surface, the apparatus comprising a control module and a display unit, there being a connection for the communication of display signals from the control module to the display unit, wherein an elongate, flat connecting member is connected mechanically at one end to the control module and mechanically supports the display unit at the end of the member which is remote from the control module, whereby the apparatus can be positioned on a support surface on which products are stocked, with the control module behind the products, the flat connecting member passing underneath the products, and the display unit in front of the products.

In this manner, the apparatus can be positioned where desired on, for example, a supermarket shelf, and a presentation can be displayed which is relevant to the products on the shelf at that location, which can be piled on top of the flat connecting member.

The control module will be at the rear of the shelf, where it will be hidden by the products, but the display will be at the front of the shelf. Positioning the control module at the rear of the shelf and the display unit at the front of the shelf minimises the intrusion of the apparatus on the shelf thereby allowing the customer to view the display and have easy access to the products.

Alternatively, the control module and display unit may be combined into a single unit suitable for connection to the front of a shelf. For example, the control module could be built into the display unit casing and which could further include means to receive power and control/presentation data. In this embodiment the display unit, comprising the control module, could be clipped onto the front of a shelf in front of the products and the products can then be positioned on the shelf in a normal manner. Power and data to I the control module could be communicated via a communications port connected to the front rather than the rear of the shelf. The communications port could, alternatively, be positioned at the rear of the shelf and connected to the control module by means of an electrical connection running through or along the shelf unit or by wireless link.

This arrangement makes it easier to have presentations at locations which are close to where products are displayed on supermarket shelves.

Preferably the apparatus is adapted for use in a system as described above, in which a port is provided at each location where the apparatus may be positioned, and the control module is adapted to communicate with the port at a particular location in order to operate at that location, each port being provided with an identifier which, when there is communication between the control module and the port, is used to identify the location and to select an appropriate presentation for that location. ; Preferred embodiments of the present invention will now be described, by way of example only, and with reference to the accompanying drawings wherein Figure 1 is a side view of an installation of display apparatus according to an embodiment of the invention; 3 5 Figure 2 is a front view of the installation; Figure 3 shows the overall arrangement of components of the control module of display apparatus according to an embodiment of the invention Figure 4 is a diagram of a port used in the embodiment of the invention; and Figure 5 is a diagram of a complete system in accordance with the invention.

Figure 6 is a diagram of a complete system in accordance with an alternative embodiment of the invention.

A preferred embodiment in accordance with the present invention provides a media display unit suitable for placing upon retail shelving for the purposes of providing electronically updateable advertising. Figures I and 2 show a preferred installation. I Display apparatus indicated- generally at I is located on a supermarket shelf 2 which is part of a gondola 3 which will be in an aisle of the supermarket. The display apparatus comprises a control module 4 at the rear of the shelf 2, mechanically connected to a rigid, elongate flat connector 5 which extends to the front of the shelf where it is mechanically connected to and supports a flat panel display unit 6 situated adjacent the front of the shelf 2. The connector 5 also carries a cable 7 which establishes electrical communication between the control module 4 and the display unit 6 for the transmission of power and signals to the display unit. The mechanical connection between the connector 5 and the control module 4 and/or display unit 6 may be releasable for ease of transportation, storage and shelf depth adjustment. Products 8 are positioned on the shelf 2, and some of these are over the flat connector 5.

Positioned at intervals along the shelf are ports 9. Each port is adapted to provide power to the control module 4, as well as to provide communication between the control module and a network by means of network cabling 10. As shown in Figure 4, each port 9 has eight terminals in the form of sockets. Terminals 10 and I 1 are for the provision of power, terminals 12, 13, 14 and 15 are for the provision of signals to and from the network, and terminals 16 and 17 are for the provision to the control module 4 of data identifying the port 9. Within the port, between terminals 16 and 17, is provided a chip 18 containing data which provides a unique 64 bit identifier for the port. As shown in Figure I, the control module 4 is connected to a particular port 9 by means of a cable 19 terminating in a plug 20 with eight terminals in the form of pins corresponding to the sockets of the port, so that the control module can receive power, network signals, and interrogate the chip to obtain the data identifying the port. When the display apparatus is moved to another part of the shelf 2, the control module will be connected to another port 9 and will detect the unique identifier for the new port.

As shown in Figure 3, the control module is based on standard PC architecture. It includes a processor 21, a bus 22, a mass storage device in the form of a hard drive 23 for holding data, video presentations, operating system software and other software, random access memory 24, read only memory 25, a network adapter 26 which is connected to the cable 19, a power supply 27 also connected to the cable 19, an interface 28 connected to the cable 19 so as to be in communication with the chip 18 in the port, a display driver 29 to supply video signals to the flat panel display, a USE port adapter 30 for the connection of input and output devices, and an wireless communications adapter 31 for communication with a device such as a personal digital assistant (PDA).

As shown in Figure 5, the ports 9 are connected by network cabling 10 to a hub or switch 32 and thence to a router 34. This in turn communicates to the internet 35 and thence to a central processing server 36 at a remote location.

Figure 6 shows an alternative embodiment of the invention where a local server 33 is provided for storing information for transmission from and to the central processing server and the modules. The local server can be connected between the hub or switch 32 and the router 34.

Once the display apparatus 1 has been installed on a shelf and connected to a port 9, products 8 can be placed onto the shelf 2 and over the flat connector 5 as on a normal shelf. The port identifying data is received by the module 4 and then transmitted together with a request for presentation data back via the port 9 and the router 34 to the central processing server 36.

When a local server is used, as shown in figure 6, the port identification data is received by the module 4 and then transmitted together with a request for presentation data back via the port 9 to the local server 33. The local server can then determine the location of the module using a database of locations and identification codes which has been received from the central processing server 36.

In normal operation the display apparatus 1 is placed upon a retail shelf 2 in a store at the start of an advertising campaign, adjacent to or within the product it is advertising and plugged into the nearest port 9 providing power/data. The content shown by the apparatus can be automatically determined by its location within the store, therefore minimising compliance issues associated with the movement of the units.

As shown in figure 1, products 8 are placed on the shelf and over the horizontal connector 5, behind the display unit 6 and in front of the control module 4. This means that customers see a normal shelf display with a display screen sitting on the front of the shelf.

New content and updates are transferred to the control module 4 as required from the central processing server 36. Playback statistics are compiled by the control modules (or local server 33 when used) and transferred to a central location (such as a central data processing centre) to give an accurate indication of what has been played and where it has been played, thereby providing a closed loop audit process.

In use, presentation information is loaded onto the central server 36 together with schedule information, product information and control parameters for the store managers. The central server also contains a database of product locations within each store and shelf identification codes. Data is then requested, normally overnight, by the modules via the router 34 from the central processing server 36. The data is stored in the modules. Each control module 4 used in the store will be uploaded with presentation information relating to the product which is situated where the module has been plugged in. Normally the shelf unit will be installed containing the display apparatus and connected to the port 9. Port 9 transmits a unique port identification; signal to the module 4 which relays this location identifier to the central processing i server 36. The server 36 matches the location identifier with a product and transmits the presentation data via the network back to the module which then stores the data for playback on the display unit. This process is repeated or performed simultaneously on each of the control modules 4 used in the store until all of the modules have been loaded with the appropriate display data.

The presentation data stored in the central server and transmitted to the modules is a sequence of video graphics relating to the marketing campaign of a product.

Presentation information can include information about loyalty points which can be earned from buying the product or offers such as buy one get one free. It can also include advisory information for example relating to drugs and may include information on products which complement the product which the customer is viewing.

A typical presentation for display on the display device comprises a number of individual blocks or modules within the presentation data. A presentation may include, for example, fifteen separate modules or blocks, some of which relate to a specific I product and some to generic products or to general store advertisements. A typical presentation for a given location will therefore comprise a number of modules or blocks which are specific to the location and to the product at that location and a number which are general and which are displayed on other display units within the store. For example, a device advertising coffee may have apresentation comprising ten blocks of coffee advertisement and five blocks of general supermarket advertisement which are scheduled to be displayed at intervals during or between the coffee advertisements.

There are therefore a number of blocks used in presentations which are common to some, or all, display units in a store.

Alternatively, the presentation may relate solely to the product adjacent to the display device. In the example above, the presentation would therefore comprise fifteen blocks of advertisements for the coffee only, and would not include any blocks relating to supermarket advertising or other products in the store.

As discussed above, the port identifying data is received by the module 4 and then transmitted together with a request for presentation data back via the port 9 and the router 34 to the central processing server 36. In normal operation each module will receive a complete presentation for display on the device. However, under certain circumstances, for example connection failure with the router and central processing; server, the complete presentation will not be transmitted. Each module therefore checks that it has a complete presentation and that none of the blocks are missing. This can be achieved by each module receiving an initial data packet at the start of transmission of the presentation data indicating how much data is to be expected. If the module determines that a block of the presentation is missing it will request that the block be resent. Initially however, to avoid use of the internet and router communications link the module first makes a request with other modules, or peers, at the location. Where generic blocks of a presentation have not been received by a module, but which have been received by other peers at a location, the missing block can be transmitted by one peer to another without making a request from the central processing server 36. Where the missing block relates to product specific presentation data and where there are no other local peers which have received the block, then a request is made to the central processing server 36 which will then re- transmit the missing data. This allows the individual modules to obtain a complete presentation without making an initial request to the central processing server 36.

When a campaign has finished, the display apparatus can be moved by engineers / trained store staff to a new shelf location to begin a new advertising campaign, for example to the additional port 37 adjacent products 38, as shown in Figure 2; Being able to move a unit enables the operating company to maximise the effectiveness of a finite number of units within a retail estate. As part of the system each shelf within a supermarket will be pre-configured with a port which is connected to the shop's local server. The individual display apparatus can be moved and simply reconnected to the ports on the shelf. The port, as discussed above, will provide power to the display unit and driver and, in addition, will be able to provide an identifier which uniquely identifies the location of the unit within the store. Once reconnected the control module for the display unit will request a new presentation for the new location and product.

The central processing server will receive the request from the unit together with the location indicator and will interrogate a database which matches presentations with products and shelf locations within the store. Once the correct presentation has been retrieved it is transmitted and stored in the module for replay on the display unit.

The system can also provide individual store managers with a degree of control over the electronic media playback devices within their store allowing advertising campaigns to be quickly tailored to meet changing marketing objectives in real time on a local level. ; Individual control for store managers can also be implemented which will allow each store manager to adapt the presentations within the store as required. Local control can be implemented using a Local Web Server hosting web pages providing a user interface that enables the control of local media display units as prescribed by a central policy; or an Internet Browser hosted on a personal digital assistant (PDA) connected to the Web Server through a wireless connection which can communicate with the control modules on the shelves using, for example, Bluetooth wireless technology.

Alternatively the system may be implemented without using standard web technologies but through a proprietary client / server protocol.

Without the use of a PDA, the "Manager's Control" could take the form of a standard computing device (e.g. PC / Apple Macintosh or other laptop or desktop computer), and in any event communication could be by means of a wired connection instead of the wireless connection. A central web server could be used instead of a local server although a local server is preferred to minimise network traffic and maximise system resilience.

A central policy may be determined by a supermarket head office, for example stipulating what the managers can and cannot display on the display apparatus under this control strategy. For example, the managers may be allowed to adjust the displays to change prices within a certain range or if stocks are beginning to perish. A free handed control of the display units can only be administered from the central control servers.

Typical individual retail outlets may contain a number of electronically updateable media display units (e.g. Plasma Screens, Flat Screen Displays, Scrolling LED I Displays). The individual manager control would allow the manager of a store to adapt the displayed presentation in accordance with rules, as discussed above to, for example, change the programming of media on the devices; provide content for the devices e.g. Manager's Daily Message; and /or update information displayed within the media.

The control for a manager will be restricted to a localised geographical region which I would typically be a single retail outlet. The functionality of each store's control terminal is controlled centrally and may be updated electronically as required to provide the manager with more functionality as and when required.

Some typical usage scenarios are as follows.

1. Central office wish to give their store advertising a more localised feel. They decide to include a "Manager's Message" in the on screen advertising. The store manager uses an interface on a PDA to enter a message daily.

2. Certain stores suffer from very low traffic at certain times of the day. Central office have configured the in store systems with two advertising campaigns. The first advertises high margin products tailored for when the store is busy. The second, shows aggressive advertisements intended to bring people into the store. The store manager uses the in store control software to switch between these campaigns dependent upon current traffic.

3. A supermarket has problems selling perishable strawberries. Central office add a campaign to the advertising system that enables the store managers, using their control units, to trigger the strawberry adverts when they need to move stock quickly.

The system is also provided with control software which handles the distribution, management and playback of multimedia content on distributed display units in stores.

The contents of presentations for given stores for a plurality of producers can be monitored and controlled using the system. For example, the system provides content logging and previewing control which enables multiple content producers to enter their content into the system for scheduling and web previewing before it is broadcast to the respective stores.

In addition, the control system provides scheduling control which enables content items to be scheduled to play between particular dates and in particular ways. A fine degree of control is available to the user over exactly how and where content plays. It also provides playback controllers which sit on remote machines. By interpreting the output from the scheduling module in the control software the playback controller triggers the playback of media elements as scheduled by the scheduler controller.

The control software also provides a delivery system controller in which there is two I way communication between client machines and the central control point. New content and playback instructions are sent from HQ to the clients. The clients return playback statistics and diagnostic data on what has been played within the stored. The delivery systems are designed to be usable over most network infrastructures including asymmetric topologies such as satellite. This allows the system to be used in locations remote from the central control system, for example in other countries.

As part of the audit trail of the system the control software also provides reporting systems which generate web viewable reports on where and how frequently content has played. Custom "Views" can be created that are suitable for specific advertisers. This allows the producers to monitor where and when their presentations were displayed in stores. The audit method is "Closed Loop" which ensures that playback reports are reports on "what actually played" and not "what was meant to play".

3 5 A further feature of the advertising system is the inclusion of facial detection and recognition as a statistical tool for the measurement of retail advertising effectiveness.

Enormous sums are spent in point of sale advertising upon a range of advertising mediums including Posters, Floor Stickers, Plasma Screens etc. Data available on the effectiveness of the different mediums and different campaigns upon those mediums is extremely limited.

Using modern facial detection and recognition algorithms means the system can gives actual viewing figures for advertising campaigns. In addition, it is able to indicate how many times an individual has seen a specific advertisement by measuring and recording facial parameters of people viewing the display. Facial parameters such as the relative positions of the corners of the mouth and eyes can be measured and used to identify an individual viewing the display. Furthermore, when used in conjunction with external input data indicating the number of people passing the unit (the traffic), such a system is able to provide the ratio of traffic which looked at the screen versus passing traffic which did not look at the screen. The system operates using a camera concealed close to or within an advertising space. The camera's output is analysed by facial recognition software which generates reports on how many people have looked directly at the advertisement. If required, the unique facial characteristics of the viewer are logged enabling the system to recognize an individual should they view the advertisement again.

This system can be such as to recognise whether a person viewing a display has already viewed it before, without storing data which could be used directly to identify who the person actually is, in order to preserve privacy. Thus, the system may store certain limited parameters for a person's face. In looking for a match between those parameters of a person viewing a display and those which are stored, there is a chance that a match will be found even if the people are different, in view of the limited data involved.

However, within the context of a particular supermarket store, it is likely that if the parameters match then the customers are the same.

It is also advantageous for advertisers to monitor the success of advertising campaigns and to determine how many user have viewed a display or presentation. It is also beneficial to record how many times a display or presentation has been viewed by the same person and furthermore how often the person returns to view a presentation.

Thus, viewed from a further aspect the present invention provides a method of analysing 3 5 the number of people viewing a display of information, wherein parameters relating to the facial characteristics of people viewing the display are calculated and stored, and wherein when a person views the display the calculated parameters are compared with the stored parameters to determine if the person has viewed the display before.

This allows advertisers to monitor how many times a display or advertising campaign has been viewed and also if the same person has returned to the presentation over a given time period. The facial characteristics such as, for example, the relative distances between the corners of the mouth and the eyes, can be measured using a camera and computer. This data can then be used to determine if the display is being viewed by the same person and means that repeat viewers can be determined without determining exactly who they are.

In the preferred system in accordance with the invention, there is provided a unit which comprises a processor capable of rendering graphic and/or playing video footage; a flat panel display; a permanent storage device for holding graphics and/or video footage; an operating system providing management functions required for the playback, update and auditing of media; a network connection; apparatus that allows the flat panel display to be located on the edge of a retail shelf while minimising the impact to available shelf space; and a mechanism for determining the position of the unit within a retail environment.

A number of units may be located within a particular store, each showing a different presentation according to the products at its location, for example.

Claims (11)

1. I. A system for selectively displaying information at a plurality of locations, the system comprising (a) portable display apparatus including a display unit and a control module and (b) a plurality of presentations which can be displayed on the display unit by means of the control module, there being stored data which indicates appropriate locations for each of the presentations; and the system further comprising (c) a port at each location with which the control module communicates in order to operate at that location, each port being provided with an identifier which, when there is communication between the control module and the port, is used to identify the location and to select the appropriate presentation for that location.
2. 2. A system as claimed in claim 1, wherein the appropriate presentation is determined by a central processing apparatus containing a database of locations and presentations; the central processing apparatus receiving said identifier from the control module and returning the appropriate presentation according to the database.
3. 3. A system as claimed in claim I or 2, wherein the port provides port identification data, electrical power and presentation data to the control module.
4. 4. Display apparatus for displaying, at a location selected from a plurality of locations, a presentation selected from a plurality of presentations, the apparatus comprising a display unit and a control module, the control module being adapted to communicate with a port at a location, to receive data stored by the port which identifies the port, to use the data in the selection of the appropriate presentation for the location of the port, and to cause the display unit to display that presentation.
5. 5. Portable display apparatus comprising a control module and a display unit, there being a connection for the communication of display signals from the control module to the display unit, wherein an elongate, flat connecting member is connected mechanically at one end to the control module and mechanically supports the display unit at the end of the member which is remote from the control module, whereby the apparatus can be positioned on a support surface on which products are stocked, with the control module behind the products, the flat connecting member passing underneath 3 5 the products, and the display unit in front of the products.
6. 6. A communications port for connecting a central data processing system to local data processing apparatus, wherein the port is provided with a device storing an identifying code for the port which can be read by the local data processing apparatus when placed in communication with the port.
7. 7. A method of displaying at a location a presentation selected from a plurality of presentations, the location being selected from a plurality of locations and there being stored data identifying links between locations and presentations appropriate to the locations, and there further being a port at each location which stores data identifying the port, the method comprising the step of providing display apparatus at a location, establishing communication between the display apparatus and the port, detecting the identifying data of the port, using the identifying data to establish the location of the port, selecting the presentation appropriate to that location, and displaying the presentation on the display apparatus.
8. 8. A method as claimed in claim 7, wherein the apparatus is as claimed in claim 5.
9. 9. A method as claimed in claim 7 or 8, wherein the locations are in a store, the display apparatus is positioned on a shelf in the store on which products are stocked, and the presentation comprises promotional material relating to the products at the location where the display apparatus is positioned.
10. 10. A method of analysing the number of people viewing a display of information, wherein parameters relating to the facial characteristics of people viewing the display are calculated and stored, and wherein when a person views the display the calculated parameters are compared with the stored parameters to determine if the person has viewed the display before.
11. 11. A method of displaying at a location in a store a selected presentation comprising promotional material relevant to products which are stocked at or adjacent to the location in the store, the method comprising the steps of providing display apparatus at the location, detecting automatically the location of the display apparatus, using a database linking presentations and locations to select automatically from a number of presentations the presentation appropriate to that location, and displaying the presentation on the display apparatus.