GB2473495A

GB2473495A - Display using data pulled or requested from remote computer and feedback, e.g. of viewer figures to remote computer.

Info

Publication number: GB2473495A
Application number: GB0916114A
Authority: GB
Inventors: Guy Edward John Margetson
Original assignee: SPECTRUM MOTION MEDIA Ltd
Current assignee: SPECTRUM MOTION MEDIA LTD
Priority date: 2009-09-14
Filing date: 2009-09-14
Publication date: 2011-03-16
Also published as: WO2011029935A3; WO2011029935A2; GB0916114D0

Abstract

A display apparatus 20 is provided with an interface 14 for receiving display data that is pulled or requested from a remote computer 1. A processor generates instructions for the display based on the display data. The display apparatus is arranged to be viewed by viewers moving past the display apparatus, e.g. from an underground train 26. Feedback data, e.g. representing the number of viewers of the display, is feedback to the remote computer. A camera 28 may be provided to take images of the viewers to estimate the number of people who saw a particular display. The display apparatus preferably comprises an array of LED assemblies 22 mounted adjacent a railway track 25. The transmission of data to the display apparatus may occur over a wired or wireless connection. Passenger on board a passing train may be able to interact with the display, e.g. by means of a mobile phone.

Description

DISPLAY APPARATUS AND A METHOD FOR THE SAME

The present invention relates to display apparatuses, and more particularly to providing visual displays for viewers moving past a display apparatus.

A visual display apparatus is commonly understood comprising an apparatus that presents an image, either still or moving, to a viewer. Examples of such displays, or screens, include various advertisement and information boards and screens that are based e.g. on Liquid Crystal Display (LCD) or more traditional cathode tube technologies. Display screens can be fixedly mounted, for example on buildings. Another example of display apparatus is a visual display provided by means of an elongate array of Light Emitting Diodes (LEDs) which can be selectively energised as the viewers move past them to generate an apparently stationary image. Such a display system is described in PCT Publication W097/25703. In the described LED based system selective energising of the Light Emitting Diodes causes a stationary image to be seen by viewers on an underground train due to phenomenon known as persistence of vision (POV). The lighting of the array is controlled in accordance with a computer program determining an appropriate sequence in which the different LED's of the array are to be energised. By selecting the timing and switching on and off the different LED's in accordance with the predetermined program and the relative speed between the array and the viewer a stationary image can be produced. This effect can be achieved because of the slowness of the reaction of the human eye to the flash of light. That is, although the light flashes only a very short duration, the reaction of the human eye to the flash persists long after the flash has finished. Thus, where a series of very short flashes occur over a short time span, particularly less than 0.015 seconds, all the flashes appear to the eye to have occurred at the same time. Since the flashes are spaced from one another on the retina, because the array has moved relative to the retina as the train moves, the eye perceives a composite light pattern which will persist for a short while immediately following the time span. A program can be created and stored in the memory of a computer which will produce almost any desired image for the observer. For example, the image may take the form of appropriate alphanumeric information, the form of an advertising poster, a warning sign, an information bulletin or another informative sign, any graphical pattern, a video clip and so on.

S PCT Pubhcation W097/25703 further discloses that display data representative of a desired image to be presented on remote display apparatuses can be sent from a central computer to local computers. A local computer can then control presentation of the displays locally, the system thus enabling remote control of displays by the central computer.

Although the above described system provides the capability of controlling displays remotely, the inventor has found that the possibility of transmitting data to local computers over data communication links such as radio optical or direct wire links as suggested by W097/25703 alone may not be enough in all occasions. For example, the data transmission arrangement may be open for misuse by unauthorized parties and/or there may be other security concerns. It might also be advantageous in certain applications to be able to control more accurately and/or with a more rapid response, and possibly even substantially in real-time, what displays are presented and where and/or that the displays are presented to relevant viewers, where desired. Also, advertisers might appreciate receiving reports such as reports regarding performance, coverage obtained, timing of presentations and so forth might be desired.

Therefore the embodiments of the present invention aim to provide a method and apparatus where at least some of the above issues are addressed.

In accordance with an embodiment there is provided an apparatus for controlling visual displays provided by a display apparatus, comprising: an interface for receiving display data from a remote computer, wherein the interface is arranged such that the display data can be received only by pulling the display data from the remote computer; and at least one processor for generating, based on the pulled display data, instructions for at least one visual display by the display apparatus to viewers moving past the display apparatus.

s In accordance with another embodiment there is provided an apparatus for sending instructions for visual displays to local controllers of display apparatuses, comprising: a controller for providing display data for generation of at least one visual display; and an interface for communicating the display data to the local controllers via a data network, wherein the apparatus is configured to allow communication of the display data only in response to a request for display data from a local controller.

In accordance with another embodiment, there is provided an apparatus for controlling visual displays provided by a display apparatus for presenting displays to viewers on a vehicle moving past the display apparatus, comprising: an interface for communication with a remote computer; at least one processor for controlling the operation of the display apparatus, wherein the at least one controller is configured to send feedback data to said remote computer, said feedback data being descriptive of the number of viewers who have moved pass the display apparatus.

In accordance with another embodiment, there is provided a method for controlling visual displays provided by a display apparatus, comprising: requesting for display data from a remote computer, wherein the recipient apparatus being arranged such that it only accepts display data it has requested for, receiving the requested display data; and generating, based on the received display data, instructions for at least one visual display by the display apparatus to viewers moving past the display apparatus.

In accordance with another embodiment, there is provided a method for sending instructions for visual displays to local controllers of display apparatuses, comprising: providing display data for generation of at least one visual display; receiving a request for display data from a local controller; authenticating the request; and communicating the display data to the local controller via a data network only in response to reception of the authenticated request.

In accordance with another embodiment, there is provided a method for controlling visual displays provided by a display apparatus for presenting displays to viewers on a vehicle moving past the display apparatus, comprising: determining feedback data descriptive of the number of viewers who have moved pass the display apparatus; and is communicating the feedback data to a remote computer.

In a more specific embodiment passenger data is provided for use in estimation of the number of viewers that saw a particular display. The passenger data may be provided by means of at least one camera. The feedback data may comprise at least one of information regarding display times, display locations, and presented displays.

Display data can be broadcast, multicasting, or unicast to local units. Display data can be transmitted at a predefined time. At least a part of data communication can be provided by means of a wireless link.

The display apparatus can comprise at least one array of light emitting diodes, the at least one array being mounted by tracks.

Communication of data between communication devices of viewers and at least one controller associated with the display apparatus may be provided. The communication can comprise at least one of communication of data on a short range radio link, broadcasting data in the area of the display apparatus, and communication via a cellular network.

In accordance with an embodiment a computer program comprising program code means adapted to perform the steps of the method when the program is run on a processor is also provided. The computer program may be provided on a computer readable medium.

Various other aspects and further embodiments are also described in the following detailed description and in the attached claims.

The invention will now be described in further detail, by way of example only, with reference to the following examples and accompanying drawings, in which: Figure 1 shows an example of a system comprising a display apparatus and the related control apparatus in accordance with an embodiment of the invention; Figure 2 is a flow chart illustrating an embodiment; Figure 3 shows an example of a possible arrangement; and Figures 4 and 5 show further embodiments.

An embodiment of the invention will now be described with reference to Figure 1. In Figure 1 a display apparatus 20 is provided in association with railway tracks 25, such as tracks for an overground or underground train 26. It is noted that although only one carriage of a train 26 is shown, a train may consist of a plurality of carriages. It is also noted, that although the following example is given with a reference to a train, viewers may also be carried on any other type of a vehicle, for example on a bus, taxi or passenger car.

The display apparatus 20 can consist of a series of light source arrays 22 arranged at spaced intervals along the tracks 25 on the side thereof. The arrays may be fixed, for example, at the wall of a tunnel, at a fence next to the tracks and/or or at pillars mounted next to the tracks. The pillars or other support structure may be provided particularly for the purpose of holding the arrays. An existing structure can be used as a support. The arrays are generally positioned level with the windows 27 of the carriage 26 so that the arrays can be viewed by the passengers in the train. The display apparatus provided by means of the arrays can be a stand alone apparatus that covers a certain length, say provides a twenty second display for a vehicle that is passing by. Alternatively, longer and even a full length display apparatus may be provided, for example for an entire length of a tunnel, or for a substantial proportion of a distance between two locations, such as stations, terminals or towns.

A sensor arrangement for detecting approaching trains andfor presence of a train and/or the speed of a train in front of the display apparatus 20. The sensor arrangement can be provided to enable synchronization of the train speed with the operation of the display apparatus. Also, the display apparatus can be lit only when there is a passing by train. For example, a sensor 23 can be located upstream of each array 22 that is responsive to an approaching train to actuate the array by the approaching train 26. Another sensor can be 24 located downstream of array 22. The second sensor 24 is responsive to when the train has passed to deactivate the array 22. Providing a sensor in each pillar or otherwise in the vicinity of each array 22 enables the synchronisation of the speed of the train and the display apparatus to be very accurate. However, this is not necessary in all applications. For example, a sensor can be provided at the vicinity of every ninety arrays 22. This would mean, considering the current average train speeds, speed adjustment in approximate every 3.75 seconds. In accordance with an alternative only two sensors are provided, one before the first array 22 and one after the last array of the display apparatus 20. The sensors 23 and 24 may take various forms, for example infrared transmitter and receiver pairs or any another type of appropriate detector of the presence of the train, It is also noted that different sensor and/or timer arrangements may be provided to activate a display so that it can be presented for an approaching train.

Each array 22 consists of a plurality of light sources, for example light emitting diodes (LED). Selected light sources in the array can be switched ON and OFF by a controller 10 in accordance with a predetermined program stored in a memory 12. The controller is triggered by the sensor 23 and the program can be cyclically repeated until a signal is received from the sensor 24. The switching rate of the light sources and the duration of their energisation is such that a passenger sitting on train 25 and keeping his eyes directed at the array will observe an image several times wider than the width of the array.

The effect is achieved because with light flashes of very short duration, the reaction of the human eye to the flash persists long after the flash has finished.

Thus, where a series of very short flashes occur over a short time span less than 0.015 seconds, all the flashes appear to the eye to have occurred at the same time and when the flashes are spaced from one another on the retina because the viewer has moved relative to the array, the eye perceives a composite light pattern which will persist for a short while immediately following the time span. It will thus be appreciated that a program can be created and stored in the memory 12 which will produce almost any desired image for the observer. The image may take the form of alpha numeric information, may take the form of an advertising poster, or a video image.

Each array 22 can consist of a series of light emitting diodes. Each LED has a high switching speed. For example, LEDs with a switching time faster than 10 nanoseconds may be used. When a colour image is required, each light source of the array can be replaced by a row consisting of red, green and blue elements or a row consisting of red, green, blue and white light elements. Each element is selectively energisable. It will be appreciated that by having the program determine, the period of energisation of each light source, the shade and/or brightness of colour in the final image can be varied as required.

To give an idea of the number of the LEDs, sixteen or more LEDs may be arranged in a single column. According to another example, an array may comprise four columns and sixty four rows of individually and selectively energisable light sources. In accordance with yet further a non-limiting example, LEDs of a display apparatus are assembled on about 1/2 meter long pillars, each pillar being provided with 2 x 120 LEDs. To provide a 15 second lasting presentation for a passing train, with a typical speed, the display apparatus can comprise 360 such LED pillars. The resolution such a display apparatus can be provide is 360x240x2.

The display apparatus 20 can be controlled by a local controller apparatus 10 via interface 14. The control apparatus 10 is configured for controlling presentation of visual displays by at least one display device 20. The control apparatus 10 can be provided with appropriate transmitter and receiver apparatus 14 for enabling wireless communication of data with a remote data processing system 1. The remote system I can be provided, for example, by a central system management server. A more detailed example of an appropriate transmitter and receiver apparatus associated therewith is explained later in this

description.

The required data processing functions of the controller apparatus may be provided by means of one or more data processor entities. All processing required in the local unit may be provided in the controller 10 of Figure 1, or control functions relating to the display control may be separated, for exampte as explained with reference to Figure 3. A data processor may be provided by means of, for example, at least one chip. Appropriately adapted computer program code product may be used for implementing the embodiments, when loaded to a computer, for example for computations required when triggering a presentation on a display apparatus. All or part of the calculations can also be implemented in an application-specific integrated circuit (ASIC). An application-specific integrated circuit (ASIC) is typically customized for a particular use.

ASICs can include processor and memory blocks including read-only memories (ROM), random access memories (RAM), erasable programmable read only memory (EPROM), electrically erasable programmable read-only memories (EEPROM), Flash and other building blocks. Any part of a program code product for providing the operation may be stored on and provided by means of a carrier medium such as a carrier disc, card, stick or tape. A possibility is to download the program code product or a part thereof via a data network, or example an Internet Protocol (IP) based network 4 of Figure 1.

The control apparatus 10 can include a driver which acts to drive the LED's through respective resistors. The driver can be controlled by a central processing unit (CPU) 13 which derives its instructions from the memory 12.

The CPU 13 can be triggered into action by a signal received via interface 14 from a sensor 23. The interface 14 can be a local wired or a wireless interface.

A large plurality of local display apparatus 20 and associated local control apparatus 10 may be provided. The local apparatus can be divided into groups.

The memory of the control system in each group can be updatable simultaneously, or at different times. Control of a number or all of the local apparatus and/or groups can be provided by the remote or central controller 1.

The remote unit or server 1 is for controlling the content to be displayed by means of the plurality of display apparatus in different locations. That is, the remote server 1 can send display data such as image files and so forth over a data communication system to local control units. For example, the remote server 1 may be connected via interface 3 to the IP (Internet Protocol) based data network 4 and the local controller unit 10 may be connected to the IP network 4 via interface 6, this enabling data communication there between. By updating the display data stored in the local memory 12 presentation of different images is enabled. In an extreme exampie a central server can serve globally a substantial number of display apparatus via the Internet. Clients 2 can also communicate with the central server via the IP based networks 4 their connection 5 thereto.

The central server 1 can be configured to store a plurality of different programs.

The central server can be connected to each group to update the memory in each group with a new program depending either upon the time of day and/or the location of the group and/or some other basis for differentiation between different local display apparatus.

At least a part of the data communication between the local and central computer system may occur via a wireless interface. A transceiver unit connected to the controller apparatus 10 and/or central controller apparatus 1 may access a wireless system based on an appropriate wireless access technique such as wideband code division access, time division access, space division access and/or a combination of these. A wireless interface may be provided based, for example, on a General Packet Radio Service (GPRS). The GPRS may be provided for example by means of a third generation (3G) mobile network (not shown) as defined by the Third Generation Partnership Project (3GPP). The GPRS and the IP based networks may be interconnected via suitable gateways (not shown). In accordance with a possibility at least one of the apparatus 1 and 10 is provided with means for communication over a wireless local area network (WLAN), for example a Wi-Fi or WiMAX based local network. The server 1 and/or the local computer 10 may also access the IP network 4 via an interface that is based on an appropriate access technique, for example via a broadband connection based on ADSL.

The arrangement can be such that apart from downloading data that is required to generate displays from the central server 1, the local units 10 can operate substantially independently. If the local unit communicate via a wireless interface, the set-up thereof can be made relatively easy to provide as no wiring is required to connect it to the central server.

In accordance with an embodiment the local controller apparatus 10 is configured such that it can pull display data from the central server 1. For example, the local apparatus that is provided with an P address sends a request for any new display data to the central server. The sensing may occur, for example, periodically. The request includes the address and any other possible identification and other information that may be required, depending on the application. After the central server receives the request, it can identify the requestor based on the address and/or other information that may have been provided. The authenticity of the request can be verified, for example based on mapping to a table of authorised requestors and/or based on a predefined security mechanism. If the request is accepted, display data can be downloaded from the central server.

This type of operation where downloading of data is initiated by the local apparatus 10 is referred herein as pulling. The pulling provides an advantage in that sending of data from inappropriate sources to the local display apparatus can be prevented. Also, the local apparatus can download data whenever it is appropriate for it.

In accordance with another possibility data is pushed from the central server 1 to the local apparatus 10. The push may be provided by means of broadcasting, multicasting or transmission to a selected local unit. Communication of data to the local units can be provided by means of a broadcasting / multicasting facility of a wireless communication system. For example, the central controller 1 may instruct broadcasting of display data to all available local units, or multicast display data to selected local units. It is also possible to unicast the data to a single selected local unit, if this is considered desirable. The broadcasting/multicasting and/or unicasting may be provided via a cellular telecommunication system, for example a 3G system, and/or via a wireless local area network (WLAN). If identification of the local units is needed, this may be provided e.g. based on address information such as a telephone number, IP address, or another unique identifier.

The download can be provided at a time when the data traffic otherwise is lower and/or when no or only a few displays are to be presented by the display apparatus. For example, the central server 1 and/or the local apparatus 10 can be programmed to transmit the data at lower rate at night time and/or during weekends. For example, display data for the coming day / 24 hours may be downloaded over the preceding night. In accordance with a possibility high priority data can be transferred at any time but a lower priority data and/or large files, for example large video files, are transferred at non-peak times. Any displays that have to be presented substantially real-time can be sent through by assigning them with a high priority status.

The display data can have been downloaded and stored to the local display units at a non-peak time. The download may have taken place even a long time period earlier. For example, long term video campaigns may be provided such that the video data is downloaded at non-peak times, possibly in several downloads, and stored in the local memory 12. Display thereof can be triggered from time to time by a command from the central server 1.

The central controller 1 may trigger the presentation of desired displays at defined locations by simple and short activation commands, for example by means of a short message service (SMS) message, or a short IP based is command message.

The display data and/or location information can be sent to the local controller apparatus on substantially real time basis. For example, the display data may consist of sports results, real-time updates of sporting events and news bulletins that need to be communicated as they happen to the movable display apparatus. Similarly, some last minute offers and discounts, for example "last 5 items -rock bottom prices at X" presented on the way to a shopping area may be presented in substantially real time based on high priority communications of display data from the central server.

Breaking news and other high priority items, for example public warnings, may also override the lower priority displays. The prioritization may be provided by a predefined classification system, one of the classes overriding all other classes.

Figure 2 shows a flowchart in accordance with an embodiment. At step 100 a client (e.g. client 2 in Figure 1) inputs a display to be presented via a booking system. At this time specifications such as scheduling and locations where the display is to be presented can be defined. The actual display, for example a video, can also be uploaded at this stage.

For example, the client may request a display to be shown at a particular location(s) and/or time(s) during a booking session with the central controller 1 of Figure 1. Display data may then be generated at the central server 1, for example, based on an order from an advertiser that a particular display shall be presented at a particular time at a particular location. For example, the order may be that product XYZ shall be advertised for the passengers in a London Tube line between Oxford Circus and Kings Cross stations on Monday morning, between 9.00 and 11.00.

The central controller I generates at step 102 the display data. For example, it may pre-process data received from the client by converting a video into a format that can be processed and presented by the local display apparatus. The data may also need to be converted into a proprietary format for a particular display technique that can be processed by the local control apparatuses. This may be advantageous for example to reduce load on the link, as the proprietary format of the data suitable for use in presentation of the displays may not need all the details of the original image data and/or or may otherwise be formatted into a more compact format. This may also make it possible to use simpler and less expensive computing apparatus at the local sites.

Alternatively, the display data can also be pie-processed such that it is not yet in a format that can be directly used by the local units for a display, but instead the local units may process it further to adapt the display data to the local requirements. Thus the actual display data based on which the display is to be shown can be adapted locally on the local formats and requirements. This may assist in simplifying the operation of the central server.

The pre-processed data can be stored at the central server as a back-up.

The display data and other possible information for advertising may then be downloaded to one or a plurality of display apparatus at step 104. At this stage only data that is needed may be downloaded. For example, the local units may already have parts of the display data, for example of a long running add campaign, and thus only updates thereof need to be communicated thereto.

Also, for example a video can be downloaded at this stage at a standard format, such as avi, mpeg, and it can be left for the local units to provide any conversions and processing that may be needed to provide display data.

A local unit then receives and stores the display data. The display data is either used straight away, or the data may be stored in a memory thereof for later use.

When preparing for a presentation of the display, the controller apparatus 10 can determine the speed of the train or other vehicle. As mentioned earlier, this can be based on signals form the sensor 23 and 24 of the train detection arrangement. In accordance with a possibility the speed information is determined based on actual measured speed of the train 25 by a speed measuring device, see device 28 in Figure 1. For example, a speed camera or radar can be used. Also, an estimate of the speed, or data received from the train itself or from the train operator, for example from the control system (CS of a metro operator, may be used. Thereafter the controller apparatus can calibrate the train speed and the frequency of the presentation at 106 so that * the illusion of for example a static full motion video display or another display ** can be provided for the passengers on the passing by train.

Other data such as timing and/or location information may also be considered at this stage. A display is generated only if the time is found to be within defined ranges and/or if the location is one where the display should be presented.

After the calibration, the display can be played out on the display apparatus 20 at 108. The control apparatus 10 can download the data stored in the memory and cause the data to be transmitted to the display arrays 22 for the display.

The transmission of image data to the display apparatus 20 may occur over a wired or wireless connection.

As shown in Figure 3, in accordance with a possible embodiment functions of s the local controller apparatus can be distributed such that at least a part of the control of the LEDs 21 of a display apparatus 22 can be provided with one or more additional display controllers 30. For example, each of the arrays 22 can have an array controller of its own, or a separate display controller can control more than one, and even all arrays of the display apparatus. In the shown embodiment the display or array controller 30 provides the control of the switching of and off of the LEDs 21 of LED array 22.

Use of wireless transmission between the local controller unit 10 and arrays controller 30 is also shown in Figure 3. The local controller unit 10 is for receiving data from a central server, storing the received data in its memory 12 and for providing overall control of the local display apparatus. The controller apparatus 10 is provided with wireless transmission equipment, such as a transmitter or transceiver unit 16 and antenna element 17. The display control unit 30 has a receiver or transceiver 32 with an associated auxiliary antenna 34.

Thus no wiring is needed between the local control unit 10 and the display apparatus 20, but they can communicate over the wireless link 14.

In the array that is associated with the control unit 30, the output of the receiver 32 is downloaded into a memory 31. A processor 33 can access the memory 31. The display controller can then energise selected ones of the light emitting diodes 21 of the array 22 in a sequence determined by the data stored in the memory. The rate at which the diodes are energised can be determined by an oscillator (not shown). For example, the processor can be responsive to triggers from sensors 23 and 24 as explained above with connection to Figure 1. Trigger from sensor 23 can cause read out of the stored data from memory 31 and to cause the corresponding image to be progressively reproduced on the display apparatus.

It is noted that all processing and control may take place at the computer apparatus 10, and that the apparatus 10 generates and sends the control signals directly to the LED arrays without any intermediate control elements.

While both the control apparatus 10 and the display controller or the LED arrays can be provided with transmitters or transceivers that can use any appropriate wireless local area and/or small packet switch radio techniques. However, it will be appreciated that in the case of the local transmitters and receivers, any other technique such as ultra sonic, inductive, magnetic field, or infrared communication systems can be used instead.

In the following a further embodiment is described with reference to Figures 1 and 4. A user of the system, for example an advertiser, can access the central server 1 via an appropriate user interface provided by a terminal 2. The user interface can be downloaded from the central server 1 via the lP data network 4. In addition of inputting the image data for use as the basis of the displays, the user may also obtain reports from the server. To enable the central server to prepare the reports, feedback data from the local unit or units can be provided.

A reporting facility of the system can provide reports such as the amount of time the display has been presented in the selected locations in minutes in selected days and time slots, number of trains and/or people. The user interface can be configured to present information such as how many passengers went pass the display. The reporting can be based on feedback information from the local display units. The local control unit 10 can send a message containing, for example, one or more of the following information items: unit ID, location where displayed, image IDs, image minutes, system status and passenger data. The central controller 1 may then store this information and report to the client 2 accordingly. Charging can also be based on this data. Accumulated data from the movable units can be used in analysing the effectiveness of advertising in certain areas and/or in marketing the service.

To provide passenger I viewer data the local apparatus can be provided with means for estimating the number of passengers on the passing by vehicle.

Figure 4 shows an example where a digital camera 40 images a passing by train carriage. From the digital image it is possible, with appropriate image recognition software to provide an estimate of the passenger numbers. The estimate can be generated either locally, or the image can be sent to the central server for further processing. Instead of providing the camera(s) externally, appropriate cameras can also be provided on the train in the carriages. The image data there from can be communicated either to the local units, for example from each passing by train by a radio or other short range link, or via a connection between the train operators control system and the central server 1 of Figure 1. According to a possibility estimates of passenger numbers are obtained from the operator or the train or other vehicle based on the ticket sales and/or number of people who have boarded the vehicle. Other techniques, such as weighing the vehicles or heat sensors may also be used.

In accordance with a possibility the passenger on board are provided with a possibility to interact with the media displayed to them by means of a display apparatus. For example, a passenger can interact by means of his/hers cell phone or another wireless communication device with the media while. An example of this is illustrated in Figure 5. Wireless interactivity between the local control apparatus 10 and/or the central sever 1 and wireless devices 50 of viewers on board can be provided for example by means of a short range radio link such as the BluetoothTM or a local WLAN between the devices and radio apparatus 16, 17 of the controller apparatus 10. The communication may also occur via a mobile or cellular network in the conventional manner. Techniques such as cell broadcasting and so on may also be used. By means of this passengers can react to displays, for example by sending a text, calling a number or going to a www.abc.com shown on the display or communicated to them via the short range link and/or cell broadcasting. The viewers may wish to send and/or receive various additional information, for example give feedback, participate a competition, register to a service, order something and so on. In accordance with a non-limiting example a coffee house chain advertisement is communicated via BluetoothlM or cell broadcast or Short Message Service (SMS) message to viewers with the address of the nearest branch. The viewers may also be communicated with a promotional code which would give them a discount.

It is noted herein that while the above describes exemplifying embodiments of the invention, there are several variations and modifications, which may be made to the disclosed solution without departing from the spirit and scope of the present invention.

Claims

Claims 1. An apparatus for controlling visual displays provided by a display apparatus, comprising: an interface for receiving display data from a remote computer, wherein the interface is arranged such that the display data can be received only by pulling the display data from the remote computer; and at least one processor for generating, based on the pulled display data, instructions for at least one visual display by the display apparatus to viewers moving past the display apparatus.
2. An apparatus for sending instructions for visual displays to local controllers of display apparatuses, comprising: a controller for providing display data for generation of at least one visual display; and an interface for communicating the display data to the local controllers via a data network, wherein the apparatus is configured to allow communication of the display data only in response to a request for display data from a local controller.
3. An apparatus for controlling visual displays provided by a display apparatus for presenting displays to viewers on a vehicle moving past the display apparatus, comprising: an interface for communication with a remote computer; at least one processor for controlling the operation of the display apparatus, wherein the at least one controller is configured to send feedback data to said remote computer, said feedback data being descriptive of the number of viewers who have moved pass the display apparatus.
4. An apparatus as claimed in claim 3, comprising means for providing passenger data for use in estimation of the number of viewers that saw a particular display.
5. An apparatus as claimed in claim 4, the means for providing passenger data comprise at least one camera.s
6. An apparatus as claimed in any of claims 3 to 5, wherein the feedback data comprising at least one of information regarding display times, display locations, and presented displays.
7. An apparatus as claimed in any preceding claim, comprising means for broadcasting or multicasting or unicasting the display data.
8. An apparatus as claimed in any preceding claim, wherein the display data is transmitted at a predefined time.
9. An apparatus as claimed in any preceding claim, wherein the display apparatus comprises at least one array of light emitting diodes, the at least one array being mounted by tracks.
10. An apparatus as claimed in any preceding claim, wherein at least part of data communication is provided by means of a wireless link.
11. An apparatus as claimed in any preceding claims, comprising means for enabling communication of data between communication devices of the viewers and at least one controller associated with the display apparatus.
12. An apparatus as claimed in claim 12, wherein the communication comprises at least one of communication of data on a short range radio link, broadcasting data in the area of the display apparatus, and communication via a cellular network.
13. A method for controlling visual displays provided by a display apparatus, comprising: requesting for display data from a remote computer, wherein the recipient apparatus being arranged such that it only accepts display data it has requested for, receiving the requested display data; and generating, based on the received display data, instructions for at least one visual display by the display apparatus to viewers moving past the display apparatus.
14. A method for sending instructions for visual displays to local controllers of display apparatuses, comprising: providing display data for generation of at least one visual display; receiving a request for display data from a local controller; authenticating the request; and communicating the display data to the local controller via a data network only in response to reception of the authenticated request.
15. A method for controfling visual displays provided by a display apparatus for presenting displays to viewers on a vehicle moving past the display apparatus, comprising: determining feedback data descriptive of the number of viewers who have moved pass the display apparatus; and communicating the feedback data to a remote computer.
16. A method of any of claims 13 to 15, wherein the processing further comprises processing of timing information.
17. A method of claim 16, wherein the timing information comprises at least one of a start time, end time and length of display.
18. A method as claimed in any of claims 13 to 17, comprising communicating the display data at a predefined time.
19. A method as claimed in any of claims 13 to 18, comprising providing passenger data for use in estimation of the number of viewers that saw a particular display.
20. A method as claimed in claim 19, the providing the passenger data comprises taking an image by at least one camera.
21. A method as claimed in any of claims 13 to 20, comprising communication of feedback data comprising at least one of information regarding display times, display locations, and presented displays.
22. A method as claimed in any of claims 13 to 21, comprising broadcasting or multicasting means for communication of the display data.
23. A method as claimed in any of claims 13 to 22, wherein the display apparatus comprises at least one array of light emitting diodes, the at least one array being mounted by tracks, the method comprising controlling the switching on and off of the light emitting diodes based on the display data.
24. A method as claimed in any of claims 13 to 23, comprising communication of data between communication devices of the viewers and at least one controller associated with the display apparatus.
25. A method as claimed in claim 24, wherein the communication comprises at least one of communication of data on a short range radio link, broadcasting data in the area of the display apparatus, and communication via a cellular network.
26. A computer program comprising program code means adapted to cause performance of the steps of any of claims 13 to 21 when the program is run on a processor.
27. A system for providing displays comprising an apparatus in accordance with any of claims ito 13.
28. A display control system constructed and arranged substantially as described with reference to and as shown in the accompanying drawings.