WO2004006217A1

WO2004006217A1 - Advertising method and means

Info

Publication number: WO2004006217A1
Application number: PCT/IB2003/002698
Authority: WO
Inventors: Leon Marthinus De Lange
Original assignee: Leon Marthinus De Lange
Priority date: 2002-07-09
Filing date: 2003-07-09
Publication date: 2004-01-15
Also published as: AU2003281386A1; WO2004006217B1

Abstract

The invention provides a method and means for advertising on vehicles. Advertising means in the form of a rotating billboard or electonic display are secured to a vehicle and used to sequentially display different advertising material. The advertising material is in the form of different advertisements. The advertising means will transmit details relating to its position, functioning and exposure to a control centre.

Description

ADVERTISING METHOD AND MEANS

FIELD OF THE INVENTION

The invention relates to a method of advertising on motor vehicles and an apparatus for such advertising.

BACKGROUND OF THE INVENTION

The advantage of advertising on motor vehicles to reach a particular spectrum of viewers is established and it is well known for vehicles to carry static advertising. In this specification "static advertising" will refer to advertising where the advertising material has simply been printed, painted or otherwise depicted on an inanimate surface.

The concept of different advertising material alternately sharing advertising space is also known in the advertising industry. This enables a plurality of advertisements to be viewed consecutively, one following on the other, all in the same advertising space. It also allows for a single advertisement to consist of more than one stage or frame each made up of different advertising material, one following on the other and each sequentially occupying the advertising space. Well-known advertising means utilizing this concept include electronic displays and rotating billboards. In addition, electronic displays allow "motion advertising" which will refer to visual advertisements that are played or run, in this specification. Rotating billboards and electronic displays will be referred to as "advertising means" in this specification to the exclusion of any static advertising means.

The term "rotating billboards" in this specification will mean billboards having a range of advertising material printed or otherwise depicted on a flexible sheet which is sequentially displayed by rotation of the sheet about a plurality of rollers or by some other means, for example tracks which guide the sheet.

OBJECT OF THE INVENTION

It is an object of this invention to provide an improved method of advertising using vehicles and an apparatus suited to the method.

SUMMARY OF THE INVENTION

In accordance with this invention there is provided a method of advertising, which includes securing to a vehicle advertising means and operating such means to sequentially display different advertising material.

Further features of the invention provide for the advertising material to include a number of different advertisements; and for the sequence to be predetermined or random.

Further features of the invention provide for a generally predetermined transit route of the vehicle to be established, for an en route market to be generally determined and for the advertising material to be selected to target that particular market.

Further features of the invention provide for the material to be displayed periodically; and for the advertising means to be a rotating billboard.

Further features of the invention provide for a window of the vehicle to be removed and for the advertising means to be secured in the window frame; for the advertising means to be secured using the window rubber; and for the window to be the rear window of the vehicle.

A further feature of the invention provides for the functioning of the advertising means to be monitored from a control centre by a monitoring means associated with the advertising means that generates a fault report when the advertising means malfunctions, and transmits the report to the control centre.

Further features of the invention provide for the movement of the vehicle to be monitored from a control centre by a tracking means provided on the vehicle that transmits details of the vehicle's location to the control centre; and for the tracking means to be associated with the advertising means.

Further features of the invention provide for a satellite link or cellular telephone link to be used to connect the monitoring means and tracking means to the control centre.

Further features of the invention provide for the number of vehicles coming within a predetermined distance of the advertising means to be counted; for the number of vehicles to be counted by counting means associated with the advertising means; and for this information to be transmitted to the control centre.

The invention also provides an advertising means operable to sequentially display different advertising material and configured to be secured to a vehicle.

Further features of the invention provide for the advertising material to include a number of different advertisements; for the advertising means to be configured to be secured in a window of the vehicle; for the advertising means to be a rotating billboard; for the rotating billboard to have a armour-plated glass screen; and for the billboard to have a casing with a peripheral flange configured to co-operate with a window rubber. Further features of the invention provide for the billboard to be electrically powered by the vehicle; and for the billboard to be connected to the vehicle's auxiliary electricity supply.

Further features of the invention provide for the screen to be releasably securable to the casing.

Further features of the invention provide for the casing to have fastening means whereby the billboard is securable within the window frame; and for the fastening means to be operable from within the vehicle.

Further features of the invention provide for the advertising means to include monitoring means that will generate a fault report when the advertising means malfunctions; and for the monitoring means to transmit the report to a control centre.

Further features of the invention provide for the advertising means to include a tracking means that transmits details of the vehicle's location to the control centre.

Further features of the invention provide for the monitoring means and tracking means to transmit to the control centre by satellite link or by cellular telephone link.

Further features of the invention provide for the advertising means to include a counting means that counts the number of vehicles coming within a predetermined distance of the advertising means; for the counting means to be connected to transmission means to transmit this information to the control centre; and for the counting means to include a proximity detection censor (PDC) device that is connected to an electronic counter.

Another aspect of the invention provides for a method of monitoring the functioning of a rotating billboard from a control centre, in which a monitoring means is provided to be associated with the rotating billboard, the monitoring means generating a fault report when the rotating billboard malfunctions, and the monitoring means transmitting the report to the control centre.

Further features of the invention provide for the monitoring means to transmit to the control centre by satellite link or by cellular telephone link.

BRIEF DESCRIPTION OF THE DRAWINGS

These and other features of the invention will now become apparent from the following description of the invention, by example only, with reference to the accompanying drawings in which:

Figure 1 shows a schematic rear elevation of a vehicle with an advertising means fitted; Figure 2 shows cutaway front elevation of the advertising means; and Figure 3 shows a rear elevation of the adverting means shown in

Figure 2.

DETAILED DESCRIPTION OF THE INVENTION

Referring to Figures 1 , 2 and 3, advertising means (1 ) configured to be secured to a vehicle (3) is shown. The advertising means (1 ) is securable in the rear window frame (2) of the vehicle (3).

The advertising means is a rotating billboard (1 ) with inner workings of the conventional type. These include a sheet (4) of flexible material held by a pair of rollers (5) in a casing (6) behind a screen (7). A variety of advertising material, in the form of different advertisements, is depicted on the sheet (4). The sheet (4) is made from translucent vinyl and is backlit by a fluorescent globe (8). A pair of electrical motors (9) are respectively connected to each of the rollers (5) to rotate the sheet (4). The ends of the sheet (4) are secured to each of the rollers (5). The front portion of the casing (6) to which the screen (7) is secured is not shown in Figure 2 which has been cut-away to show the working parts.

The rollers (5) operate to wind the sheet (4) from one roller onto the other and visa versa, in the conventional way. When one motor (9) is operating to wind the sheet (4) onto the roller (5) to which it is connected, the other motor (9) is switched off but offers sufficient drag to maintain tension in the sheet (4).

The motors (9) are controlled by electronic control means (10) that is connected to a sensor (11 ). The sensor (11 ) is secured to a pillar (12) which extends centrally across the height of the casing (6). The sensor (11 ) senses magnetic strips (not shown) located on the sheet (4). One magnetic strip is located adjacent each advertisement. The electronic control means (10) is programmed to periodically vary the advertising material shown behind the screen (7) by rotating the sheet (4) about the rollers (5) at predetermined intervals.

The electronic control means (10) is a central processor unit which controls the functioning on the advertising means (1 ).

The casing (6) is made from suitable hard plastics materials and has a peripheral flange (13). The screen (7) is secured to the casing (6) at the front side of the billboard (1 ). The flange (13) is located adjacent the front of the billboard (1 ), as shown in Figures 2 and 3. A pair of access doors (14) are located in the rear panel (15) of the casing (6). These doors (14) allow access to the rollers (5) and other working parts.

The screen (7) is removably secured to the casing (6) by securing means (not shown). This prevents unauthorized access to the contents of the casing (6). The screen (7) is made from armour-plated glass. Such a screen (7) has proved to have advantages of scratch resistance over alternatives of polycarbonate or Perspex. The flange (13) is coextensive with a predetermined window of a vehicle (3). The window is removed and the window rubber is used to secure the billboard (1 ) in the window frame. This is done in the same way a window is secured in the frame.

In addition to the rubber, the advertising means (1 ) may have fastening means (not shown) that secures it in the window frame. The fastening means will only be accessible from within the vehicle (3). This will allow for emergency exit but prevent removal of the advertising means (1 ) by an unauthorized person who does not have access to the inside of the vehicle (3). The fastening means may be any suitable means, for example, a simple bolt mechanism lock.

Once the advertising means (1 ) is fitted to a vehicle (3) it is connected to the vehicle's auxiliary electrical power supply by an electrical cable (not shown).

The control means (10) is programmed to correct faults in the rotation of the sheet (4). Where the sheet (4) gets stuck for some reason, the control means (10) will stop the motor (9) which is winding the sheet (4) onto its roller (5). The control means (10) then brings the other motor (9) into operation to move the sheet (4) in the opposite direction. The drag offered by the inoperative motor (9) will serve to correct the fault.

The control means (10) is also programmed to keep the advertising means (1 ) operative for a predetermined period after the ignition of the vehicle (3) is switched off. This period can be of any selected length but it is anticipated that a period of about 10 minutes will be desirable in most cases.

The advertising means (1 ) will be provided with a monitoring means (not shown). This is conveniently incorporated into the electronic control means (10) which senses the magnetic strips as already mentioned. The monitoring means will generate a fault report when the rotating billboard (1 ) malfunctions. The report will be transmitted to a control centre where the functioning of a number of advertising means (1 ) can be monitored. The advertising means (1 ) will also be provided with a tracking means that transmits details of the vehicle's location to the control centre. The tracking means need not be included in the advertising means (1 ) and could be an existing tracking means already fitted to the vehicle. The monitoring means and tracking means will transmit to the control centre by satellite link or by cellular telephone link. Any other suitable link or a combination of links can also be used.

In addition, a vehicle counting means (not shown) will be fitted either to the vehicle (3) or in the advertising means (1 ). The counting means includes a proximity detection censor (PDC) device that is set up with an electronic counter. This will count the number of vehicles that come within a predetermined distance of the advertising means while in transit. The counter may conveniently form part of the electronic control means (10). This will enable a count report to also be transmitted to the control centre along with the other information. The counting means will be wired so as not to count when the vehicle is in its reverse gear. This is one way that counting inaccuracies caused when manoeuvring the vehicle can be mitigated.

It will be appreciated that where the advertising means (1 ) is an electronic display, for example a television, plasma screen or liquid crystal display, it could be supplied with suitable advertisements from a remote control centre. In this instance, instructions to display particular advertising material could conveniently be stored on an integrated circuit board associated with the electronic display. These instructions could then be updated by a cable link to the circuit board or from the control centre by a remote link. Alternatively, the circuit board could be replaced with another containing new instructions.

Such advertising means will have the ability to display fixed frame advertisements as well as motion advertisements. For safety reasons, it is anticipated that only fixed frame advertisements will be shown while the vehicle is moving in traffic. These would conveniently be changed at intervals of about 10 seconds. When the vehicle is stationary or out of traffic, the motion advertisements can be run. This will be determined by suitable electronic control means.

The advertising means (1 ) can be fitted to any selected vehicle. It is anticipated that the advertising means will generally be secured to be seen from behind the vehicle (3). It will however be appreciated that it may also face the sides or the front of the vehicle and that the vehicle may also be a trailer.

Advertising means located on motor vehicles will be seen by a large number and wide range of people. The advertisements will be viewed while the vehicle is mobile as well as when it is parked. The viewers will vary in the case of a mobile vehicle depending on the route that it travels. In this way a particular group of viewers can be targeted. This is done either by selecting a particular route for a vehicle carrying an advertising means or by placing advertising means onto a vehicle with a predetermined route that is desirable for advertising. Commercial vehicles and taxis or other vehicles with at least generally predetermined transit routes will provide specific application for the invention. The transit routes of these vehicles can be linked to a particular target market. Advertisements targeting those particular markets can then be displayed in the fitted advertising means.

The tracking means may be in the form of a global positioning system (GPS) connected to the control means (10). The information from the monitoring means and counting means can then be transmitted via satellite link to the control centre along with the details of the location of the vehicle.

The fault report received at the control centre will also enable prompt repair of the advertising means in question. The details of the vehicle's location allow the actual route travelled to be monitored as well as the time spent en route. This information will be combined with the details provided by the counting means. A monthly report with all the information received by the control centre will then be generated. This can then be given to the proprietors of the advertisements displayed by each vehicle to provide some indication of the exposure which was achieved. This can then also be compared to exposure projections that may have been established prior to the advertiser placing the advertisement.

Schedules and transit routes that have been established and recorded at the control centre can accordingly form part of an advertising package. This can then be offered to advertisers whose target market is reached by the particular schedules and transit routes. The average flow of traffic on particular routes at particular times can also be recorded. This can be done in addition to using the counting means, or as an alternative. This information will similarly provide details of degree of exposure to other motorists and can also form part of the package.

In addition, the advertising means can also be used to target the area near a location where a scheduled event, for example a sport event or pop concert, is taking place.

It will be appreciated by a person skilled in the art that a number of variations may be made to the embodiments described without departing from the scope of the current invention.

Claims

1. Advertising means (1 ) operable to sequentially display different advertising material and configured to be secured to a vehicle (3).

2. Advertising means (1 ) as claimed in claim 1 characterised in that the advertising material includes a number of different advertisements.

3. Advertising means (1 ) as claimed in claim 1 or claim 2 characterised in that it is configured to be secured in a window of the vehicle (3).

4. Advertising means (1 ) as claimed in any one of the preceding claims characterised in that is a rotating billboard (1 ).

5. Advertising means (1 ) as claimed in claim 4 characterised in that the rotating billboard (1 ) has a casing (6) with a peripheral flange (13) configured to co-operate with a window rubber.

6. Advertising means (1 ) as claimed in claim 4 or claim 5 characterised in that the rotating billboard (1 ) is electrically powered by the vehicle (3).

7. Advertising means (1) as claimed in any one of the preceding claims characterised in that it includes monitoring means that will generate a fault report when the advertising means malfunctions and transmit the report to a control centre.

8. Advertising means (1) as claimed in any one of the preceding claims characterised in that it includes a tracking means that transmits details of the vehicle's location to a control centre.

9. Advertising means (1 ) as claimed in any one of the preceding claims characterised in that it includes a counting means that counts the number of vehicles coming within a predetermined distance of the advertising means.

10. Advertising means (1 ) as claimed in claim 9 characterised in that the counting means includes a proximity detection censor (PDC) device that is connected to an electronic counter.

11. Advertising means (1 ) as claimed in claim 9 or claim 10 characterised in that the counting means is connected to transmission means to transmit information of the number of vehicles coming within a predetermined distance to a control centre.

12. Advertising means (1 ) as claimed in any one of claims 7, 8 or 11 characterised in that the transmission to the control centre is by satellite link or by cellular telephone link.

13. A method of advertising characterized in that it comprises securing advertising means (1 ) to a vehicle (3) and operating the advertising means (1 ) to sequentially display different advertising material.

14. A method as claimed in claim 13, characterized in that a number of different advertisements are displayed on the advertising means (1 ).

15. A method as claimed in claim 14 characterized in that the advertisements are displayed periodically.

16. A method as claimed in any one of claims 13 to 15 characterized in that a generally predetermined transit route of the vehicle (3) is established, an en route market is generally determined and the advertising material is selected to target that particular market.

17. A method as claimed in any one of claims 13 to 16 characterized in that a rotating billboard (1 ) is used as the advertising means (1 ).

18. A method as claimed in any one of claims 13 to 17 characterized in that the functioning of the advertising means (1 ) is monitored from a control centre by a monitoring means associated with the advertising means that generates a fault report when the advertising means malfunctions and transmits the report to the control centre.

19. A method as claimed in any one of claims 13 to 18 characterized in that the movement of the vehicle (3) is monitored from a control centre by a tracking means provided on the vehicle that transmits details of the vehicle's location to the control centre.

20. A method as claimed in any one of claims 13 to 19 characterized in that the number of vehicles coming within a predetermined distance of the advertising means is counted.

21. A method as claimed in claim 20 characterized in that the number of vehicles is counted by counting means associated with the advertising means.

22. A method as claimed in claim 20 or claim 21 characterized in that the number of vehicles is transmitted to the control centre from the advertising means.

23. A method as claimed in any one of claims 18, 19 or 22 characterized in that transmission to the control centre is by satellite link or by cellular telephone link.

24. A method as claimed in any one of claims 13 to 23 characterized in that a window of the vehicle is removed and the advertising means (1 ) is secured in the window frame.

25. A method as claimed in claim 24 characterized in that the advertising means (1 ) is secured using the window rubber.

26. A method as claimed in any one of claims 13 to 25 characterized in that the advertising means is secured to the vehicle to be visible from behind the vehicle.

27. A method as claimed in any one of claims 24 to 26 characterized in that the window is the rear window of the vehicle (3).

28. A method of monitoring the functioning of a rotating billboard (1 ) from a control centre, characterised in that a monitoring means is associated with the rotating billboard (1 ), the monitoring means generating a fault report when the rotating billboard (1 ) malfunctions, and the monitoring means transmitting the report to the control centre.

29. A method as claimed in claim 28 characterised in that the monitoring means transmits to the control centre by satellite link or by cellular telephone link.