KR20090076936A - System and method for advertising on mobile devices - Google Patents

Abstract

A system for selecting and presenting advertising to a user, the system including: a storage memory, residing in a mobile device, having program code, wherein the program code is configured: to locally select at least one context-dependent advertising message from a locally-stored database residing in the mobile device; and to present at least one context-dependent advertising message to the user on the mobile device; and a processor for running the program code on the mobile device. Preferably, the presenting includes presenting at least one context-dependent advertising message to the user on a mobile phone. Preferably, the program code is further configured: to record an event report for remunerating the user, with a compensatory reward, for consent to receive at least one context-dependent message. Most preferably, the event report is used by an MNO to remunerate the user and/or to bill an advertiser.

Description

System and method for advertising on mobile devices {SYSTEM AND METHOD FOR ADVERTISING ON MOBILE DEVICES}

The present invention relates to a system for presenting advertisements in a timely manner, in particular in a mobile-device network, based on user specified parameters and events. The advertising system is context dependent and rewards the user to allow presenting such advertisements without requiring user involvement.

Mobile phones have become a commodity to be carried and used by many people. Having a display and a speaker and always close to the user, the mobile phone functions as an effective tool for providing the user with useful information beyond his basic telephony functions.

An advertisement is a type of information that is delivered to a user via a mobile phone. In the prior art, there is a complex system for delivering advertising content. Since the value of an advertisement to an advertiser depends primarily on the user's attention to such an advertisement, the prior art includes means to encourage the user to pay attention to the advertisement and to verify that the user actually paid enough attention to the advertisement. .

An example of such a “feedback-based” mobile phone advertisement is taught by US Pat. No. 7,039,423 to Daniel et al., Which broadcasts the advertisement to a plurality of mobile phones and provides access to some valuable video content as a reward to the user. Describe a system that rewards a user for responding to the advertisement (by pressing a key).

All conventional mobile-phone advertisements are based on real-time delivery of content over a cellular network and have at least one of the following disadvantages:

(1) the cost of repeated transmission of the same content over cellular bandwidth;

(2) lack of association between the user's particular interest and advertisements at the moment of presentation;

(3) inherent latency between the determination of the advertisement due to communication time and the presentation of the content on the user display device (latency for rendering content not relevant to the user);

(4) inconvenience to the user by requiring the user to respond to the advertisement and manually delete the advertisement (eg, an advertisement in the form of an SMS or MMS message); And

(5) Limited scope of compensation for users participating in schemes of advertising systems.

Based on user-specified parameters (e.g., location, user profile, and preferences) and events (e.g., incoming call alerts, weather alerts, and meeting reminders), timely presentation of advertisements, particularly in mobile device networks Having a system is desirable for the advertiser and convenient for the user. It would be better if such a system was context dependent and could reward the user for allowing the presentation of such advertisements without requiring user involvement.

The present invention aims to provide a system for presenting advertisements in a timely manner, in particular on a mobile device network, based on user specified parameters and events. The advertising system is context-dependent and rewards the user for allowing the presentation of such advertisements without requiring user involvement.

For clarity of purpose, some of the following terms are defined and designated for use in the text. The term "AdBank" is used in the text to refer to a file, database, stored locally on the mobile device that contains the advertisement data object (or advertisement object). In addition, AdBank can be updated remotely by a remote server. The term " event " is used herein to refer to an event in a mobile device or an environment of a mobile device that can be detected by a sensor and / or a program of the device. Examples of such events are device movements, occurrences of program events (eg, weather alarms, conference reminders), calls to incoming calls, changes in device roaming environment, and generation of received coded messages.

The terms "ad display manager" and "ADM" refer to an ad selection-management module that selects an object for display on a mobile device from a set of ad objects (or messages) in relation to one or more of the following in the text. Used to turn on:

(1) the state of the device (eg, busy or standby);

(2) previous presentation (ie, the last time the advertisement object was presented);

(3) identification of events (eg, ringing, dialed calls, and accessed phonebook); And

(4) Environmental parameters (eg temperature, date time, geographic location).

An example of how ADM makes this choice is to present an advertisement from a local pizza restaurant when a user dials a number after a specified time in the evening, or to call from a phone number listed as "home" in the device's phone book. It may be to present an advertisement of a florist when is received. The collection of advertisements for selection may be stored in AdBank.

The term "event detector" is used to refer to a module of a mobile device that detects an event in the text and thus triggers an ADM module. The event detector may be implemented as a software / firmware module, a hardware module, or a combination of both software / firmware and hardware. The terms "mobile network operator" and "MNO" are used herein to refer to an entity serving a community of mobile device subscribers.

The terms "identification module" and "IM" are provided herein to the subscribers of the MNO by the MNO and are used to refer to a secure device installed in the mobile device. The IM allows the MNO to recognize the user and enable the operation of the user device. The terms "subscriber identification module" and "SIM" are used in the text to refer to the IM generally used by MNOs operating in accordance with the Global System for Mobile telecommunication (GSM) standard in mobile devices. The term "high capacity SIM card" is used herein to refer to a SIM card having at least 2 megabytes of nonvolatile storage. The terms "ad object", "ad", and "ad" refer to an advertisement message that is simply displayed on a portion of a user's display of a mobile device that includes at least one of text, graphics, links, animations, and sounds in the message. Used in the text to increase.

The term "user context" is used in the text to refer to information available to the mobile device about the current state of the user. Examples of user contexts include:

(1) a physical location of a user based on means known in the art of location detection technology embedded in a mobile device;

(2) the user's “movement state” (eg, rest, walk, and drive) based on accelerometer means embedded in the mobile device;

(3) the temperature of air based on measurements from a thermometer embedded in the mobile device;

(4) the user's "climate state" based on weather forecasts and the user's "environmental location" (eg indoor or outdoor); And

(5) The "body state" of the user determined by the "perspiration factor" based on the user's current skin resistance response (GSR) sensed by an electrode on the mobile device.

The term "compensation" is used herein to refer to the relationship between the MNO and the subscriber, where the subscriber agrees to be presented with the advertising message and the MNO rewards the subscriber with a valuable service for providing such consent. The term "context dependent advertisement" is used in the text to refer to an advertisement whose content and timing are determined by the ADM in accordance with the state and user context of the mobile device. An example of a context dependent advertisement is to advertise a restaurant (eg "John's Pizza") when calling another restaurant (eg "Bill's Pizza"). The terms "open loop advertisement" and "OLA" refer to the attributes of an advertising application in the text that operate on a mobile device that predicts or does not require a user response to charge or reward the advertiser. Used to grow.

The present invention teaches a system for providing a mobile device user with an associated advertisement that consumes relatively less network bandwidth and substantially compensates for allowing the advertisement to be displayed on the user's device.

An essential feature of the present invention is the autonomous selection and timing of advertisements. The present invention teaches an OLA system in a mobile device where advertisement selection and timing is locally (ie, by the system of the device). Such a system belongs to an MNO, resides on a user mobile device, includes a large library of advertising objects, from which an automated " ad manager for selecting and displaying context-dependent advertising messages on the display of the user device. Use a mass storage device (eg, a high capacity SIM card) that utilizes " (ie, ADM). The present invention also teaches a system for managing the "user account" used to monitor the amount of "display time" consumed by advertisements and to reward users and charge advertisers.

Embodiments of the invention described above, including mobile device implementations, are a special case of a broader aspect of the invention and are taken as a practical example of how the broader invention can be implemented.

In its broad context, some essential features of the present invention are the "connections" between the following three elements:

(1) a user context detectable in the real world environment (ie, the user's entire “context”);

(2) user compensation; And

(3) Billing to Advertisers.

The present invention teaches that such a connection is made when an event in a real-world environment is detected (by an event detection device), and as a result a process for the device is initiated, thereby causing three actions:

(1) display the OLA from the local AdBank on the device;

(2) reward credits for device users; And

(3) Billing for Advertisers in OLA.

This process is not dependent on the user's response, the user's response, or the interaction with the user. In accordance with the present invention, the user is rewarded for consent to having such a system operating on the user's device. The advertiser is charged for the display time of the advertisement on the device. The incentive of advertisers to pay for services derives from the belief that the user context naturally causes the user to pay attention to the display due to the interrelationship between the advertising content and the user context.

The following example is an application scenario of the present invention:

Table 1. Exemplary Application Scenarios of the Invention

Advertiser device event Advertising National Theater of London Mobile phones Ringing the phone: The nearest base station is the ferry from Paris to London In London, look at the show "Producer". Florist Mobile phones Ringing the Phone Book From "Home" Offer to deliver flowers to "home" address. Pizza Restaurant Mobile phones Number dialed at midnight Location of nearby pizza restaurant.

In a preferred embodiment of the invention, the advertising message is stored in the mass storage area of the high capacity SIM card.

In a preferred embodiment of the invention, the stored advertising content is updated in the background by the MNO.

In a preferred embodiment of the present invention, the ADM is a telephone number dialed by the user, local base station identity, telephone number of an incoming call call, time and date, motion indication (obtained from the accelerometer of the board on the device), and / or telephone Use any number, yellow page, or any other resident database information associated with the dialed number as the context for selecting a message to be displayed.

In another preferred embodiment of the invention, the reward is for a discount or free airtime for the user, access to entertainment content stored on the SIM card, privilege to use the application stored on the SIM card, and features in the application stored on the SIM card. Privileged access, and / or privileged access to the storage area on the SIM card.

It should be emphasized that one of the ways in which the system of the present invention differs from the prior art provides an advertising experience in which advertising decisions are made locally on the device. This is accomplished by combining the following two features that make the advertisement effective and acceptable: (1) The content of the advertisement is very context dependent; And (2) the timing of the advertisement is closely linked to the context. These features can be achieved by having an advertising bank stored locally on the device.

Thus, according to the present invention, in a system for first selecting an advertisement and presenting it to a user, (a) as storage memory residing on a mobile device, (i) at least one context from a locally stored database residing on a mobile device Select the dependent advertising message locally; And (ii) present at least one context dependent advertising message to the user on the mobile device; A storage memory having a set program code; And (b) a processor for executing the program code on a mobile device.

Advantageously, said presentation comprises presenting at least one context dependent advertising message to a user on a mobile phone.

Preferably, the storage memory and the processor reside in a high capacity SIM card.

Preferably, at least one context dependent advertisement message is selected by an ADM operating on a processor.

Most preferably, the ADM operates to present at least one context dependent advertisement message within about 5 seconds from event detection.

Most preferably, the ADM operates to present at least one context dependent advertising message within about 2 seconds from event detection.

Most preferably, ADM operates as an OLA system that does not require a response from the user.

More preferably, the personalization setting of the IM at the mobile device corresponds to an agreement for ADM activation from the user.

Most preferably, the personalization setting is set to activate and deactivate ADM in accordance with user input.

Most preferably, the IM is a high capacity SIM card operative to store a locally stored database.

Preferably, the at least one context dependent advertising message comprises: generation of a dialed number, generation of a call waiting number, generation of an incoming call number, an event comprising a dialed number, an event including a call waiting number, an incoming call An event containing a number, database information about a dialed number, database information about a call waiting number, database information about an incoming call number, device location information, local time for the device, occurrence of a reminder, weather alert generation, received Dependent on at least one event selected from the group consisting of generation of coded messages, indication of physical contact between the user and the device, and indication of device movement.

Preferably, the program code is further configured to record (iii) an event report that rewards the user with a reward for commenting on consent to receive at least one context dependent message.

Most preferably, the event report is based on the number of at least one context dependent message presented to the user on the mobile device.

Most preferably, the event report is based on the amount of display time for which at least one context dependent message is presented to the user on the mobile device.

Most preferably, event reporting is used by the MNO to reward the user.

Most preferably, event reporting is used by the MNO to charge advertisers.

Most preferably, the reward is: discount for service by MNO, access to privileged storage areas on the device, access to privileged features of the device, and access to privileged applications on the device. At least one reward selected from the group consisting of.

These and further embodiments will be apparent from the detailed description and examples that follow.

The invention is described in the text with reference to the accompanying drawings only by way of illustration.

1 is a simplified block diagram of communication between an advertiser, an MNO, and a mobile device of an OLA system in accordance with a preferred embodiment of the present invention.

2 shows a simplified block diagram of a component and a communication channel between components implemented in an OLA system according to a preferred embodiment of the present invention.

The present invention relates to a system for presenting advertisements in a timely manner, in particular in a mobile device network, based on user specified parameters and events. The principle and operation of presenting advertisements in a timely manner based on user-specified parameters and events can be better understood with reference to the accompanying description and drawings.

Referring to the drawings, in accordance with a preferred embodiment of the present invention, FIG. 1 is a simplified block diagram of communication between an advertiser, an MNO, and a mobile device of an OLA system. The advertiser 10 signs a contract 12 with the MNO 14. The contract 12 sets a set of advertisement objects 16, an “broadcast-time” fee that advertiser 10 will pay for displaying the advertisement object 16 on the user display 18 of the mobile device 20. Include. The advertisement object 16 is an OLA and does not require a response from the user. The AdBank 22 containing the advertisement object 16 is placed on the high capacity SIM card 24 provided by the MNO 14 to the user of the mobile device 20. The advertisement object 16 is preloaded by the MNO 14 according to the contract 12 with the advertiser 10.

The event detector 26, which detects the event 28, forwards the event 28 to the ADM 30. The ADM 30 then selects one of the advertisement objects 16 from the AdBank 22 according to the context based selection criteria, and presents the selected advertisement object 16 on the user display 18. 32). The user of the mobile device 20 is periodically rewarded according to the event report 34 sent to the MNO 14. Event report 34 is also used to bill advertiser 10. Note that in an alternative embodiment of the present invention, event detector 26 and ADM 30 reside in high capacity SIM card 24.

2 shows a simplified block diagram of components implemented in an OLA system and a communication channel between components in accordance with a preferred embodiment of the present invention. The components stored in the SIM database 40 of the high capacity SIM card 24 and how they interface with the OLA system are shown. The advertisement object 16 is preloaded by the MNO 14 before providing the user with the SIM card 24 (channel A) and then from the MNO 14 via the network of the MNO 14 to the SIM card 24. Can be updated by downloading). As soon as event detector 26 detects event 28, ADM 30 selects advertisement object 16 from SIM database 40 and sends selected advertisement object 16 to media processor 32 ( Channel B). The user profile 42 includes information about the user's preferences and the next advertising object 16 to be displayed in a given context.

An example of how user profile 42 is utilized is a decision to promote a context-associated store when a user is within the network coverage of an MNO base base station located in a shopping mall. For example, if user profile 42 indicates that the user is a child, ADM 30 sends a toy store advertisement, and if the user is an adult female, ADM 30 sends a fashion store advertisement, and the user is an adult. If it is a male, the ADM 30 sends a menswear advertisement. The user profile 42 is updated by the MNO monitor 44 which collects information about the user's behavior (eg, talk time, call length, and dialed number) (channel C). User profile 42 is also updated by MNO 14 (channel D), which may have additional means for classifying users.

The user profile 42 is retrieved by the ADM 30 (channel E) and used in conjunction with the context for selecting the next advertising object 16. ADM 30 also generates an event report 34 (channel F). Usage data 46 is updated by event report 34 (channel G) and typically resides on the SIM card. The event report 34 keeps track of the number of advertisement objects 16 retrieved, the duration of when the advertisement object application was activated. The event data 34 (channel I) as well as the usage data 46 (channel H) are provided to the MNO 14. Event report 34 is used by MNO 14 to reward the user and charge advertiser 10, while usage data 46 is used to record the user's total " ad consumption " Used by). This recording of advertising consumption may be used by the MNO 14 to modulate the user profile 42, for example (channel D).

It should be noted that some essential features of the present invention are that the OLA system is relevant (ie satisfied, timely) and helpful to the user without interruption. This feature of the invention is achieved by providing the following aspects:

(1) a local ad-management system that enables an immediate response to detection of an associated context by retrieving content from local storage;

(2) absence of user involvement (e.g., challenge-response) to enable messaging, which is close to the unconscious without unauthorized interference; And

(3) Context and state awareness of the device, which enables selection of a message by the relevance of their content to the user.

Although the present invention has been described with respect to a limited number of embodiments, it will be understood that many variations, modulations, and other applications of the invention may be made.

Claims (26)

In a system for selecting an advertisement and presenting it to a user, (a) storage memory residing on a mobile device, (Iii) locally select at least one context dependent advertising message from a locally stored database residing on the mobile device; And (Ii) present the at least one context dependent advertising message to a user on the mobile device; A storage memory having a set program code; (b) a processor for executing the program code on the mobile device; System comprising a. The method of claim 1, The presentation comprises presenting the at least one context dependent advertising message to a user on a mobile phone. The method of claim 1, And the storage memory and the processor reside on a high capacity SIM card. The method of claim 1, And wherein the at least one context dependent advertisement message is selected by an ADM operating on the processor. The method of claim 4, wherein  The ADM is operative to present the at least one context dependent advertisement message within about 5 seconds from event detection. The method of claim 4, wherein The ADM is operative to present the at least one context dependent advertisement message within about 2 seconds from event detection. The method of claim 4, wherein And the ADM operates as an OLA system that does not require a response from the user. The method of claim 4, wherein And the personalization setting of the IM at the mobile device corresponds to an agreement for activation of the ADM from a user. The method of claim 8, The personalization setting is configured to activate and deactivate the ADM in accordance with a user input. The method of claim 8, The IM is a high capacity SIM card operative to store the locally stored database. The method of claim 1, The at least one context dependent advertising message includes: generation of a dialed number, generation of a call waiting number, generation of an incoming call number, an event comprising the dialed number, an event including the call waiting number, the incoming call An event comprising a number, database information about the dialed number, database information about the call waiting number, database information about the incoming call number, location of the device, local time for the device, generation of a reminder, weather alarm generation And at least one event selected from the group consisting of generation of received coded message, indication of physical contact between user and device, and indication of device movement. The method of claim 1, The program code is, And (iii) record an event report for rewarding the user with a commentary reward for agreeing to receive the at least one context dependent message. The method of claim 12, The event report is based on a number of the at least one context dependent message presented to a user on a mobile device. The method of claim 12, And the event report is based on the amount of display time for which the at least one context dependent message is presented to a user on a mobile device. The method of claim 12, The event report is used by an MNO to reward a user. The method of claim 12, The event report is used by the MNO to charge an advertiser. The method of claim 12, The reward may include: discounts for services by the MNO, access to privileged storage areas on the device, access to privileged features of the device, and access to privileged applications on the device. At least one compensation selected. In a method of selecting an advertisement and presenting it to a user of a mobile device, (a) locally selecting at least one context dependent advertising message from a locally stored database residing on the mobile device, wherein the selecting step is performed on a mobile device; And (b) presenting the at least one context dependent advertising message to a user on a mobile device. The method of claim 18, Wherein said selecting step is performed by ADM. In a method of mediating a message between an advertiser and a user of a mobile device, (a) (i) local storage memory having a locally stored database residing on a mobile device and having at least one advertising message of an advertiser; (Ii) an ADM residing on a mobile device and selecting an advertising message from the database; And (Iii) an event detector residing on a mobile device for detecting at least one event of the mobile device; Installing the device on a mobile device; (b) detecting the occurrence of the at least one event using the event detector; (c) locally selecting at least one context dependent advertisement message stored in the database using the ADM, wherein the at least one context dependent advertisement message is correlated with the at least one event; (d) presenting the at least one context dependent advertising message to a user on a mobile device; And (e) rewarding the user for agreeing to receive the at least one context dependent advertising message. The method of claim 20, The rewarding step is based on a number of the at least one context dependent advertising message presented to the user on a mobile device. The method of claim 20, And the rewarding step is based on the amount of display time for which the at least one context dependent advertisement message is presented to a user on a mobile device. The method of claim 20, Said compensation step being performed by an MNO. The method of claim 20, The at least one event includes: generation of a dialed number, generation of a call waiting number, generation of an incoming call number, an event comprising the dialed number, an event including the call waiting number, and including the incoming call number. Event, database information about the dialed number, database information about the call waiting number, database information about the incoming call number, location of the device, local time for the device, generation of reminders, weather alarm generation, received coding A group consisting of generating a message, an indication of a physical contact between a user and a device, and an indication of a device movement. The method of claim 20, The local storage memory is a high capacity SIM card operative to store the locally stored database. The method of claim 20, The method, (f) charging the advertiser based on the amount of display time for which said at least one advertising message of an advertiser is presented to a user on a mobile device.

Images