RU110860U1 - ADVERTISING SYSTEM - Google Patents

Abstract

 1. An advertising system comprising an information panel, at least part of which provides the possibility of demonstrating advertising messages in the on state and is configured to operate in a reflective surface mode in the off state, which also comprises control means associated with at least the information panel, characterized in that it contains a video camera, also associated with a control tool, which is configured to select and display advertising x messages based on consumer data received with the camcorder. ! 2. The system according to claim 1, characterized in that the selection and demonstration of advertising messages are provided based on the results of the identification of the consumer when he is in the scan zone of the video camera. ! 3. The system according to claim 2, characterized in that the selection and demonstration of advertising messages are provided based on the results of identification of the gender or age of the consumer, depending on which the selection and demonstration of the corresponding advertising message is provided. ! 4. The system according to any one of claims 1 to 3, characterized in that the information panel contains a first reflective part and a second part for displaying advertising images. ! 5. The system according to any one of claims 1 to 3, characterized in that the demonstration of advertising images in the on state is provided on the entire surface of the information panel. ! 6. The system according to claim 1 to 3, characterized in that the control means is a personal computer.

Description

The utility model relates to advertising media and can, in particular, be used to advertise goods and services in public places (restaurants, bars, cinemas, shops, beauty salons, etc.).

Advertising media designed for demonstrating static images (posters, billboards, etc.) are known and widely distributed. Their common drawback is low information content, low attractiveness for consumers, inconvenience of operation, relatively high cost of maintenance, and limited areas of application.

More attractive to consumers are information carriers that provide demonstration of dynamic images (including video information of an advertising nature). Systems using such media are also known and, as a rule, are monitors of various sizes installed on the streets, as well as in public places. Such monitors are connected to a source of information equipped with a storage device with a recorded advertising program that is reproduced on a monitor screen using conventional means known from the prior art (players of various types). One of the main disadvantages of such carriers is their bulkiness, which complicates their use in enclosed spaces. In addition, such media can not be used for any other purpose, as a result of which they must be constantly on, which inevitably leads to an excessive consumption of electricity and at the same time reduces the effectiveness of advertising.

Also known are systems containing an information panel, at least part of which provides the possibility of demonstrating advertising images in the on state and is configured to operate in reflective surface mode in the off state (see, for example, US2002080494 (published on June 27, 2002), WO03079318 (publ. September 25, 2003), WO2005048784 (publ. 02.06.2005), WO2005071646 (publ. 04.08.2005), US2006150462 (publ. 13.07.2006)). A common drawback of the known systems is that they provide for constant broadcasting of advertising (or other) information, which on the one hand leads to high energy consumption, inefficient use of such systems in places of periodic visits (in particular, toilets, bathrooms, hotel rooms etc., where people are not present constantly), and does not allow keeping records of consumers who viewed advertising materials.

The closest analogue to the claimed one is the advertising system disclosed in RF patent 72349 (published on April 10, 2008), containing an information panel, at least part of which provides the ability to display advertising images in the on state and is configured to operate in reflective surface mode in when turned off, the motion sensor, as well as the management tool associated with it and the information panel, and the demonstration of advertising images on the information panel provides INDICATES the signal of the motion sensor. The known system solves the problem of accounting for consumers of advertising information, but does not allow varying the content of advertising depending on the socio-demographic characteristics of the audience (in particular gender and age), which in turn reduces the effectiveness of advertising.

This useful model is aimed at eliminating the shortcomings of known systems and providing a system for advertising, characterized by higher efficiency due to the distribution of advertising messages, depending on the individual characteristics of its consumers.

This goal is achieved in an advertising system comprising an information panel, at least part of which enables the display of advertising messages in an on state and is configured to operate in a reflective surface mode in an off state, which also comprises means associated with at least the information panel control, which, according to a utility model, contains a video camera, also associated with a control tool, which is made with possible the ability to select and demonstrate advertising messages based on consumer data received using a video camera

In the preferred particular case of the implementation of the utility model, the selection and demonstration of advertising messages is provided based on the results of the identification of the consumer when he is in the scanning zone of the video camera.

In the particular case, the selection and demonstration of advertising messages is ensured by the identification of the sex or age of the consumer, depending on which the selection and demonstration of the corresponding advertising message is provided.

In one particular case, the information panel contains a first reflective part and a second part for displaying advertising images.

In another particular case, the demonstration of advertising images in the on state is provided on the entire surface of the information panel.

In the particular case of the specified management tool is a personal computer.

Using the system of video recording and identification of the consumer’s identity with the help of a video camera associated with the control tool allows you to assign the consumer to a specific target audience and show him the message corresponding to this audience, i.e. allows you to significantly increase the targeting and effectiveness of advertising. In addition, the claimed system expands the arsenal of means for advertising, as It provides all the main advantages of the closest analogue, in particular, it allows you to connect the broadcast of advertising materials only at a time when there is a person near the information panel and the transfer of advertising material is advisable to collect, store and transmit for subsequent processing statistical data on consumers (including their socio-demographic characteristics) and the materials they viewed.

The utility model is explained below in more detail with a specific example of its implementation.

The positions in the drawing indicate: 1 - information panel, 2 - video camera, 3 - video camera power supply, 4 - control device, 5 - video signal conversion board for connecting an information panel, 6 - video signal conversion board for connecting a video camera, 7 - control device power supply , 8 - power supply for the information panel.

The system comprises an information panel 1, which has at least a partially mirrored outer surface and is configured to partially transmit radiation to the outside (towards the consumer) in at least one of its sections. The outer surface is mirrored in the sense that it mainly reflects the optical radiation incident on it from the outside. Behind the indicated portion of the partial transmission of radiation to the outside, there may be a source of dynamic information (in particular, a liquid crystal monitor), which, within the framework of the utility model, is considered as an integral part of the information panel, and when turned on, the optical radiation generated by this source will pass through the outer surface of the information panel 1 and reach consumer eyes. Thus, the dynamic information transmitted by the indicated source will be visible to the person in whose field of vision the partial transmission section falls. In a specific case, the partial transmission section may occupy the entire outer surface of the information panel 1, and it would be advisable to use a source of dynamic information (LCD monitor) of the same dimensions to ensure broadcasting over the entire surface of the information panel 1. In another case, the area of the outer surface of the information panel exceeds the area of the partial transmission section, so that the transmitted information will be visible to the consumer in one of the parts of the panel (for example, in one of the corners).

In any case, the outer side of the information panel 1 is made mirrored (essentially mirrored in the sense indicated above), as a result of which, when the source of dynamic information is turned off, the information panel 1 can act as a piece of furniture for rooms and public spaces - mirrors. In the case when the area of the partially transmitting section and / or the area occupied by the information transmission is less than the entire area of the outer surface of the information panel 1 (i.e., when the translation does not occupy the entire surface of the panel 1), the mirror function can be performed by the information panel 1 and when the source of information (i.e. in the process of broadcasting).

In practice, the operation of the information panel 1 in the mirror mode with the broadcast turned off and / or turned on and the presence of the said partial transmission section is ensured by the fact that due to the presence of additional polarizers or due to the special execution of the surface of the information panel with imparting to it polarizing ability with specified parameters, an adjustable transmission of the surface of the panel 1 of electromagnetic radiation of the optical range both from the outside and in the opposite direction (from the rear hydrochloric side panel 1 may be positioned where said source of information - an LCD monitor, - the consumer). Since the implementation of the polarizing information panel is not the main subject of this utility model, it will suffice to indicate that the design of the information panel can be implemented in one of the ways described in the above known sources of information: US2002080494 (publ. 06/27/2002), WO03079318 (publ. 25.09. 2003), WO2005048784 (publ. 02.06.2005), WO2005071646 (publ. 04.08.2005), US2006150462 (publ. 07.13.2006).

To increase the efficiency of advertising and monitor the target direction of broadcasting advertising information, the system is further equipped with a video registration tool - a video camera 2 with a power supply 3, which is connected to the control device 4 through a connector in the video signal conversion board 6.

The control device 4 can be performed on the basis of a personal or portable computer or server and contain means for playing media of any known type (CD, VideoCD, DVD, HDDVD, Blu-ray, DivX, MPEG-4, etc.). Device 4 can also be equipped with any modern operating system (OS - for example, Windows 9X / NT / 2000 / XP / Vista / 7 from Microsoft, USA, UNIX - UNIX - or Linux - Linux, which is a freely distributed OS), and any modern software capable of reproducing programs recorded on external storage media or in the memory of a computer (server). The most famous software tools of this type are Windows Media Player (Windows Media Player), Microsoft Corporation, USA, Flash Player (Adobe Flash Player) Corporation, USA, Real Player (Real Player), Quick Time (Quick Time), although without a doubt for purposes This utility model can be used and other software for the same purpose (other media players). In this case, the board 6 can be a video adapter (video card), which receives information from the video camera 2, converted to digital form and then forwarded to the processing using software and hardware tools that are part of the control device 4. It should be noted that such Means of processing video information and identifying users by gender and age are, in principle, known in the art and do not need a special description.

It can be noted that identification by gender and age, like any other biometric identification, is based on the prior art based on processing a video sequence from the so-called capture zone (a region of space falling into the scanning zone by a video camera) by extracting images directly related to the consumer from the frames , comparing these selected images with the samples entered into the image database stored directly on the control device 4 (or remotely with the possibility of remote access I’m going to such a database from a control device 4), with an analysis of the object’s movements in the capture zone, comparing these movements with patterns entered into the database that are typical for males and females in different age groups, followed by a probabilistic assessment of the studied characteristics of the object (its gender, age, skin color, hair, etc.).

If, with a given probability, a consumer who falls within the coverage area of video camera 2 can be assigned to a certain gender and age group, these data can be the basis for selecting and broadcasting an advertising message on panel 1, which, in the opinion of the system operator performing the initial classification, is the largest degree corresponds to this target group of consumers.

If you use a computer or server 4 as a control device through one of the ports, device 4 can have access to a local, local or global network (LAN, MAN, WAN), through which you can connect to a remote computer or server, which can be stored information intended for broadcasting on the information panel 1, and also contains a means of accounting designed to control the number of on / off information panel 1, time, duration of its inclusion, collection of statistical and formation of the sex and age of the consumers who viewed the advertising messages and other information necessary to evaluate the effectiveness of the system. In accordance with the current development of technology, connection to the network can be carried out both through wired and wireless communication channels.

The system may also contain power supplies 7 of the control device and 8 of the information panel, which can be integrated into the device 4 and panel 1 and can be powered, for example, from a conventional AC network of 50 Hz / 110 or 220 V or other sources of electricity.

The system operates as follows.

The information panel 1 is placed in public places (toilet or shower rooms, rest rooms, in the premises of bars, restaurants, etc.) in such a way that when broadcasting of advertising materials is turned off, it looks like a normal mirror and acts as a piece of furniture (furniture) premises. Video camera 2 is installed in such a way as to control a certain area of space near the panel 1 in a predetermined and determined by the setting limits. Video camera 2 can be installed both in the immediate vicinity of the panel 1, and relate to it at a certain distance to provide control of the space of a given size. The specific installation location of the video camera 2 can be easily determined by a specialist depending on the conditions of the particular task being solved, the level of illumination of the room for installing the panel 1, the location of the lamps, the location of the entrance, the type of video camera 2 used, etc.

In addition to the main information element of the system - information panel 1 - other components of the system can be installed secretly from the consumer in the same room adjacent to it or (when using communication channels) in some remote place. Behind the outer surface of the panel 1 (behind the part of the partial transmission of optical radiation to the outside), a source of information, for example, an LCD monitor, a plasma panel, or any other device of a similar purpose known from the prior art, is also hidden from the consumer. The information panel 1 (or rather, its component, the information source in the form of a monitor) is connected via cable or other connection to the control device 4 via the video signal conversion board 5. In the absence of broadcasting, panel 1 is connected to the power source, but they are in the low power consumption mode, and the device 4 receives and constantly processes the video information received from the video camera 2.

When a person (a potential consumer of information) appears in the zone 2 controlled by the video camera in front of the panel 1, a signal about this is processed in the control device 4 using the known hardware-software optical-electronic identification means. If, with a given probability (for example, above 95%), a consumer who finds himself in the video capture zone can be assigned to a certain sex and age group (for example, a man older than 45 but younger than 70; a girl older than 21 but younger than 25 and etc.), from the memory (device 4 or a remote information storage connected to it), a video message corresponding to this category is selected and transmitted to the broadcast on the information panel 1 through board 5.

The start of the message playback process in this case can be carried out by software that launches a software-implemented media player (including the previously described Windows Media Player or others) with tasking it with information for playback, which is a file located either on an external media (for example, in a CD or DVD drive of a computer), or on a hard disk; at the same time, the time of playing information, the type of message, the duration of the consumer’s stay in the capture zone of the camera 2, data on his field, age and other characteristics required for further statistical processing are recorded.

After starting playback of advertising information, the signal in digital form is sent to the conversion board 5, where it is converted to a format suitable for transmission to an information source (monitor) and then transmitted to it for broadcasting.

In this case, in one embodiment, the source of information in panel 1 (monitor) may be constantly on (with a blank screen and accordingly low consumption) or in the off state (standby). In the latter case, it can be provided that the power supply to the monitor is also controlled by the above-mentioned software - for example, a relay connected to one of the ports of device 4, which can receive an interrupt signal from the software, can be installed in the circuit between the power supply 8 and panel 1 / restoration of power supply to panel 1 (monitor included in it) from source 8, or power supply to panel 1 (monitor) can be carried out directly from power supply unit 7 of device 4 (such circuits from natural in computer technology), and in this case, the power supply to panel 1 (monitor) is provided in the above algorithm and can be carried out directly by a low-level command coming from the software tool immediately after / immediately before starting playback of the information file, and interruption immediately after or suspension of the broadcast by the signal of the sensor 2 or after a specified period of time.

At the same time, the user in the capture zone sees in the field of vision at first an ordinary mirror and can use it just as this piece of furniture, but after starting the player hidden from him, he unexpectedly sees broadcast information in the field of view (for example, in the form of alternating static images that together create a dynamic visual series, or in the form of an advertising video, etc.). In addition to the fact that the consumer of information is offered a convenient and non-standard format for providing data (at the same time the advertising medium can be used as a mirror, i.e. for another purpose), the effect of advertising can be increased by the factor of the unexpected appearance of broadcast in the mirror. This will attract more consumer attention to the broadcast information compared to conventional advertising media (videos on television, on monitors installed along highways, billboards, posters), thereby increasing the degree of assimilation of the submitted information and increasing the effect of advertising broadcasting.

When the consumer leaves the controlled area, which can be recorded by camcorder 2, either after the broadcast is fully played or after a predetermined period of time has passed, a command is sent to the media player to end or pause the advertisement file, and a command can also be given to interrupt the power supply of panel 1 (monitor included in its composition), if the power supply control of panel 1 is carried out by software methods. Moreover, if you observe the panel 1 from the side of consumers, the advertising broadcast will be stopped and the whole panel 1 will again be a mirror and can then be used as a piece of furniture.

The program may also provide for the collection and accumulation of data in separate files, which will record all the necessary statistics about the broadcasts and the consumers who viewed it. It is clear to the specialist that the collection of such data can be easily organized into files of any type (including plain text files), while creating / saving / opening / writing / deleting / overwriting / closing / saving files and recording the required information in them implemented by the software described here using commands built into the programming language used. Periodically (for example, once or several times a day), the specified files with statistical information can be transferred via the network to remote computers or servers for subsequent processing and analysis (for example, using well-known table management programs such as Microsoft Excel, Lotus Knouts, etc. )

Resuming or starting a new broadcast can be carried out cyclically completely in the same way as described above. Thus, in the claimed system, higher efficiency of delivering advertising to the target audience can be achieved, the system itself has reduced power consumption, and in addition, reliable statistical information on the effectiveness of advertising exposure can be collected through the layout of the system.

In conclusion, it should be noted that all the above specific examples are provided only for a better understanding of the essence of the utility model and in no way can be considered as limiting the scope of the requested legal protection, within the framework of which other specific options for implementing the system will be clear to the specialist, and which is determined solely by the attached utility model formula.

Claims (6)

1. An advertising system comprising an information panel, at least part of which provides the possibility of demonstrating advertising messages in the on state and is configured to operate in a reflective surface mode in the off state, which also comprises control means associated with at least the information panel, characterized in that it contains a video camera, also associated with a control tool, which is configured to select and display advertising x messages based on consumer data received with the camcorder. 2. The system according to claim 1, characterized in that the selection and demonstration of advertising messages are provided based on the results of the identification of the consumer when he is in the scan zone of the video camera. 3. The system according to claim 2, characterized in that the selection and demonstration of advertising messages are provided based on the results of identification of the gender or age of the consumer, depending on which the selection and demonstration of the corresponding advertising message is provided. 4. The system according to any one of claims 1 to 3, characterized in that the information panel contains a first reflective part and a second part for displaying advertising images. 5. The system according to any one of claims 1 to 3, characterized in that the demonstration of advertising images in the on state is provided on the entire surface of the information panel. 6. The system according to claim 1 to 3, characterized in that the control means is a personal computer.