WO2005081211A2

WO2005081211A2 - Synchronization of communication

Info

Publication number: WO2005081211A2
Application number: PCT/ZA2005/000035
Authority: WO
Inventors: Steven Mark Levinsohn
Original assignee: Steven Mark Levinsohn
Priority date: 2004-02-20
Filing date: 2005-02-14
Publication date: 2005-09-01
Also published as: WO2005081211A3

Abstract

This invention provides for the filming and display of an electronically variable communication such as a message, an advertisement, a logo or the like on an article that is being filmed, in a synchronized manner. A display device having a display screen is carried by the article. Synchronization may be effected by providing a line of sight transmitter in a camera that is to film the article, with the article having a corresponding sensor, so that when the camera is pointed at the article, the appropriate communication id displayed thereon. Display of the communication and filming of the article may be time synchronized. Further, the article may have an identifier, with the camera having a facility to identify the article being filmed, the identity of the article being communicated to a manager which then causes the appropriate communication to be displayed on that article. Still further, the camera may have an operator, who receives instructions from a manager to film a specified article when a desired communication is to be displayed on that article.

Description

SYNCHRONIZATION OF COMMUNICATION

BACKGROUND OF THE INVENTION

THIS INVENTION relates to synchronized advertising. More particularly it relates to a synchronised advertising system, a synchronized method of advertising, an article having a display device, a display device for attachment to an article, a camera which has a synchronizing means and to a synchronizing means for synchronizing the display of a communication on an article and the filming thereof.

It is common, at sporting and other events, for television cameras to move from one item to another. It is an object of this invention to synchronise the display of advertising on an article that is being targeted by a television camera, such that, when the camera films that article, an advertising message is displayed on the article.

BRIEF SUMMARY OF THE INVENTION According to a first aspect of the invention there is provided an advertising system which includes an article which has attached thereto a display device for displaying an electronically variable communication; a camera for filming the article and the display device; and a synchronizing means for synchronizing display of a preselected communication by the display device with filming of the article by the camera.

According to a second aspect of the invention there is provided a method of advertising, which includes displaying a variable communication on a display device on an article. According to a third aspect of the invention there is provided a method of advertising, which includes filming an article that has a display device for displaying an electronically variable communication and displaying a preselected communication on the display device when the article is being filmed.

According to a fourth aspect of the invention there is provided an article which has attached thereto a display device for displaying a preselected electronically variable communication in synchronization with filming of the article by a camera.

According to a fifth aspect of the invention there is provided a display device for attachment to an article for displaying a preselected electronically variable communication in synchronization with filming of the article by a television camera.

The communication may be a message, an advertisement, a logo, or the like.

The synchronizing means may comprise a transmitter in the camera and a receiver associated with the display device. The transmitter may provide a line-of-sight signal that is aligned with a lens of the camera and the article may have a corresponding sensor connected to the receiver. Further, the sensor may have a small entrance aperture and may be oriented to be substantially perpendicular to a screen of the display device.

Display of the communication and filming of the article may be time synchronized. Thus, the synchronizing means may comprise a clock operatively associated with the display device for displaying the preselected communication on the display device at a predetermined time. Instead, the synchronizing means may comprise a manager operatively associated with the display device for managing operation of the display device to display the preselected communication on the display device at a predetermined time.

In a further implementation, the display device may have an identifier, and the synchronizing means may comprise a manager operatively associated with the camera and the display device for determining which display device is being filmed and for causing the preselected communication to be displayed on that display device. Instead, a control signal may be given to an operator of a particular camera, to film a particular article when the preselected communication is going to be displayed on that article.

In a still further implementation the article may have a transmitter for transmitting an identifying signal to the camera and the camera may have a receiver for receiving the identifying signal. This transmitter may also provide a line-of-sight signal that is substantially perpendicular to the display device and the camera may have a sensor that has a small entrance aperture and which is aligned with a lens of the camera.

The communication is preferably stored in the display device or article in advance although the communication could be transmitted to the display device when it is to be displayed.

The display device may include an electronically operable display screen, which may be flexible. The article, or the display device, may also include a storage module in which a communication to be displayed may be stored; a power supply; a transfer unit whereby a communication to be displayed may be transferred thereto; a wireless receiver for receiving a transmitted communication; a transmitter for transmitting data to a remote device; a clock and/or a timer. The system may further include a transmitting device for transmitting communications to be displayed to the display device.

The display device may be replaceably attached to the article. 100

BRIEF DESCRIPTION OF THE DRAWINGS

The invention is now described, by way of examples, with reference to 105 the accompanying drawings, in which:-

FIG. 1 shows schematically a first embodiment of an advertising system in accordance with the invention;

110 FIG. 2 shows schematically a second embodiment of an advertising system in accordance with the invention;

FIG. 3 shows schematically a third embodiment of an advertising system in accordance with the invention; 115 FIG. 4 shows schematically a fourth embodiment of an advertising system in accordance with the invention;

FIG. 5 shows a first example of an article in accordance with the 120 invention having a number of display devices, also according to the invention;

FIG. 6 shows a schematic block diagram of the display devices.

125 FIG. 7 shows a schematic block diagram of another embodiment of the display devices; FIG. 8 shows a second example of an article in accordance with the invention;

130 FIG. 9 shows a third example of an article in accordance with the invention; and

FIG. 10 shows a fourth example of an article in accordance with the 135 invention.

DETAILED DESCRIPTION OF THE INVENTION

In this specification "to film" means to capture an image, or a 140 sequence of images, in a suitable manner, including chemical, magnetic or optical, and either in analogue or digital form; and "filming" and "film" (as a verb) have corresponding meanings.

The filming of an image or a sequence of images may be recorded 145 on a light-sensitive material or by a camera that captures images and converts them into electrical impulses or by other suitable means.

The article may be a garment, which may be an item intended to be used on or with the human body and includes clothing and apparel, whether 150 for normal use or specially for sport or protective purposes, footwear, eye glasses, wrist or head bands, caps, helmets, hats, watches and the like which a person can wear or put on. The clothing may be shirts, pants, trousers, jackets, socks, tracksuits, jerseys, sweaters, gowns, capes, or the like.

155 Instead, the article may be a vehicle intended for use in a sporting event. The vehicle may travel on or in water, on the ground or in the air. Thus, as examples, the vehicle may be a boat or ship, a car or motorbike, or an aeroplane, glider, balloon or the like. Referring now to FIG. 1 , a first embodiment of an advertising system in accordance with the invention is designated generally by reference numeral 100. This advertising system 100 comprises a television camera 102 and an article 104 which is being filmed by the camera 102. The article 104 has

165 a display device 106 thereon on which is displayed an electronically variable communication, which is filmed together with the article 104. The article 104 and the display device 106 will be explained in more detail below.

The advertising system 100 has a synchronizing means 108 for

170 synchronizing display of a preselected communication by the display device 106 when the article 104 is being filmed. In the embodiment 100, the synchronizing means 108 includes a transmitter 110 on the camera 102 and a sensor 112 on the display device 106. The transmitter 110 transmits a line of sight signal when the camera is filming, which is detected by the

175 sensor 112. The transmitter 110 supplies a narrow beam, of the line of sight type, so that the sensor 112 only detects it if the camera 102 is pointed at the article 104. Similarly, the sensor 112 has a small aperture or is collimated, and is mounted on the display device to be substantially perpendicular to a screen 114 of the display device on which the communication is actually

180 displayed. Thus, the sensor 112 is only activated if the camera 102 is pointed at the article 104 and the display device 106 and its screen 114 are substantially perpendicular thereto. When the sensor 112 is activated, it supplies a control signal to electronic circuitry of the display device 106, which causes the preselected communication to be displayed, as will be

185 explained below. This communication is then filmed by the camera 102.

Referring now to FIG. 2, a second embodiment of an advertising system in accordance with the invention is designated generally by reference numeral 120. This embodiment 120 also has a camera 102 and an article

190 104 with a display device 106 having a screen 114. The synchronizing means 108 for this embodiment 120 includes a clock 122 in the display device 106 and a manager 124 which controls the operation of the camera 102. The manager 124 is linked to the camera by a wireless or cable link 126. Operation of the camera 102 may be automatically controlled by the

195 manager 124, or the camera 102 may be controlled by an operator who is given instructions by the manager 124. As is explained below, at the appropriate time, the clock 122 causes the preselected communication to be displayed on the screen 114 and the manager 124 ensures that the camera 102 films the article 104 at the appropriate time. The preselected

200 communication may be stored in the display device 106, as with the previous embodiment, or may be transmitted to the display device 106, from the manager 124, when the communication is to be displayed.

A third embodiment 130 of an advertising system in accordance with 205 the invention is shown in FIG. 3. This embodiment 130 is similar to the embodiment 120 of FIG. 2 and is similarly numbered. However, with this embodiment 130, the synchronizing means 132, although also time based, comprises the manager 124, which causes the preselected communication to be displayed on the screen 114 at the appropriate time, as well as causing 210 the camera 102 to film the article 104 at the appropriate time. Thus, the manager 124 is linked to the display device 106 in a wireless manner, as is indicated at 134.

A fourth embodiment 140 of an advertising system in accordance with 215 the invention is shown in FIG. 4. With this embodiment 140, the synchronizing means 142 comprises an identifier 143 associated with the display device 106 and the manager 124, with the manager 124 being supplied with an identifying signal from the camera 102, via the link 145, to identify the display device 104 being filmed. When the manager 124 is 220 supplied with a signal that one of the display devices 106 that it manages is being filmed, it sends a wireless signal to the relevant display device 106, via link 144, which causes the preselected communication to be displayed on the screen 114 of the relevant display device 106. Thus, with this embodiment 140, the display device 106 has a narrow beam, perpendicular,

225 line of sight transmitter 146 and the camera 102 has a small aperture, or collimated, sensor 148.

Referring now to FIG. 5, a person is shown, designated generally by reference numeral 10. The person 10 is wearing an article in accordance

230 with the invention, in the form of a garment 12. The person 10 is a racing car driver and the garment is a pair of protective overalls. The garment 12 has four display devices 106 with electronic display screens 114. The display screens 114 are of the LED or plasma type, and are flexible. As seen, the display devices 106 are attached to the right front shoulder area, to

235 the right chest area, to the right front thigh and below the left knee area of the garment 12, respectively. Electronically variable communications are displayed on the screens 114, as is explained more fully below. As has been explained above, any communication such as a message, advertisement, logo, station identifier, or the like may be displayed on the

240 screens 114.

The display devices 106 are supplied with the communications, in a wireless manner, from a remote device 18 and also transmit signals to the remote device 18, also in a wireless manner. The remote device 18 may be 245 the manager 124 or a separate device.

The display devices 106 are glued to the overalls 12 from the front with a suitable adhesive. Instead, they may be replaceably removable and may be secured by means of a hook-and-loop fastener. It will be 250 appreciated that they are fairly thin so that they only project slightly from surrounding fabric. They may equally be received in a pocket, from the inside, to be visible through an aperture or clear window in the fabric of the overalls. 255 As explained below, each display device 106 has a communication receiver which receives signals transmitted from the remote device 18. Communications to be displayed on the screens 114 may be varied at will and may be changed or varied as required, depending on the bandwidth of the system. Further, as is explained above, a number of communications

260 may be supplied to the display devices 106 in advance and may then be displayed at predetermined times, for predetermined durations; or they may be displayed in a remotely controlled manner. Further, it will be appreciated that the same communication may be displayed at the same time on all four screens 114, or different communications may be displayed

265 contemporaneously on the different screens. The display devices 106 also each have a wireless transmitter by means of which data such as the time, date, duration and identity of advertisements displayed may be sent to an auditing or monitoring unit in the remote device 18.

270 Referring now to FIG. 6, a block diagram of the electronic components of the display device 106 is shown by reference numeral 20. Thus, each display device 106 has a computer based controller 22 which has a clock 24 and a timer 26, a communication receiver 28, an audit transmitter 29, a storage module 30, a display screen 114, a driver 32 for the

275 screen 114 and a rechargeable battery 34. As explained above, the various communications are transmitted to each display device 106, are received by the relevant communication receiver 28 and stored in the storage module 30. Similarly, the controller may be pre-programmed and control signals for programming the controller 22 are also transmitted, in advance, from the

280 remote device 18, received by the communication receiver 28 and stored in the storage module 30 or actioned immediately. The controller 22 then supplies the appropriate signals from the storage module 30 to the drivers 32 at the appropriate time (as determined by the clock 24 if the system is time synchronised) for the appropriate duration (as determined by the timer 26 if

285 time synchronized) or in accordance with the synchronizing means used. Thus, if synchronization is as described with reference to FIG. 1 , ie automatically when the display device 106 detects that it is being filmed, the display device 106 has the sensor 112 which then supplies an activation signal to the controller 22. The controller 22 would then not require or use

290 the clock 24 and timer 26. Further, depending on the bandwidth of the system and the size of the communications, the communications could be transmitted when they are to be displayed, and not in advance, such that the size of the storage module 30 may be decreased or even dispensed with. Further, as explained above, the date, time, duration and identity of the

295 communications displayed -are sent by the transmitter 29 to the auditing unit (not shown).

Clearly, if synchronization is effected by means of an identifier from the display device 106, then, as shown in FIG. 7, the display device 106 will 300 have the ID module 143 and the transmitter 146, as well as a control receiver 152 for receiving control signals from the manager 124.

Referring now to FIG. 8, a further article 104 according to the invention, in the form of a racing helmet 40 is shown, with a display device

305 106 fixed thereon. The helmet 40 has a recess on its rear side, in which the display device 106 is received. The display device 106 has a display screen 114, with the other components referred to above, except for the sensor 112, being housed in an auxiliary unit 42 which is connected to the screen 114 by a cable 44. The sensor 112 forms part of the screen 114.

310 Similarly, FIG. 9 shows an article 104 according to the invention, in the form of a cricket helmet 50, with a display device 106 fixed thereon. This helmet 50 has a recess on its front side in which the display device 106 is received. Again the display device 106 comprises a display screen 114,

315 with the other components, except for the sensor 112, being housed in an auxiliary unit 42 which is connected to the screen 114 by a cable 44. Referring now to FIG, 10, a further article 104 in accordance with the invention, is shown. The article 104 is a racing car, designated generally by

320 reference numeral 60, which has display devices 106 attached to external surfaces thereof in accordance with the invention. The car 60 has a number of display devices 106 with electronic display screens 114. The display devices 106 and the screens 114 are as described above. As seen, the display devices 106 are attached to the hood (or bonnet), the front valances,

325 the rear wheel arches, and the rear valances, respectively. Electronically variable communications are displayed on the screens 16, as is explained above.

The display devices 106 are glued to the external surfaces of the car

330 60. Instead, they may be replaceably removable and may be secured by means of a magnetized layer. It will be appreciated that they are fairly thin so that they only project slightly from surrounding fabric. They may equally be received in receses to be flush with surrounding metal.

335

340

345

Claims

1. An advertising system which includes an article which has attached thereto a display device for displaying an electronically variable communication; a camera for filming the article and the display device; and a synchronizing means for synchronizing display of a preselected communication by the display device with filming of the article by the camera.

2. The system as claimed in Claim 1 , in which the synchronizing means comprises a transmitter in the camera and a receiver associated with the display device.

3. The system as claimed in Claim 2, in which the transmitter provides a line-of-sight signal that is aligned with a lens of the camera and the article has a corresponding sensor connected to the receiver.

4. The system as claimed in Claim 3, in which the sensor has a small entrance aperture and is oriented to be substantially perpendicular to the display device.

5. The system as claimed in Claim 1, in which the synchronizing means comprises a clock operatively associated with the display device for displaying the preselected communication on the display device at a predetermined time.

6. The system as claimed in Claim 1 , in which the synchronizing means comprises a manager operatively associated with the display device for managing operation of the display device to display the preselected communication on the display device at a predetermined time.

7. The system as claimed in Claim 1 , in which the display device has an identifier, and the synchronizing means comprises a manager operatively associated with the camera and the display device for determining which display device is being filmed and for causing the preselected communication to be displayed.

8. The system as claimed in Claim 7, in which the article has a transmitter for transmitting an identifying signal to the camera and the camera has a receiver for receiving the identifying signal.

9. The system as claimed in Claim 8, in which the transmitter provides a line-of-sight signal that is substantially perpendicular to the display device and the camera has a sensor that has a small entrance aperture and which is aligned with a lens of the camera.

10. The system as claimed in Claim 1 , in which the display device includes an electronically operable display screen.

11. The system as claimed in Claim 10, in which the screen is flexible.

12. The system as claimed in Claim 1 , in which the article includes a storage module in which a communication to be displayed may be stored.

13. The system as claimed in Claim 1 , in which the article includes a power supply.

14. The system as claimed in Claim 1 , in which the article includes a transfer unit whereby a communication to be displayed may be transferred thereto.

15. The system as claimed in Claim 14, in which the transfer unit includes a wireless receiver for receiving a transmitted communication.

16. The system as claimed in Claim 1 , in which the article includes a transmitter for transmitting data to a remote device.

17. The system as claimed in Claim 1, which includes a transmitting device for transmitting communications to be displayed to the display device.

18. The system as claimed in Claim 1 , in which the article includes a clock.

19. The system as claimed in Claim 1 , in which the article includes a timer.

20. The system as claimed in Claim 1, in which the display device is replaceably attached to the article.

21. The system as claimed in Claim 1 , in which the article is a garment.

22. The system as claimed in Claim 1 , in which the article is a vehicle intended for use in a sporting event.

23. A method of advertising, which includes displaying a variable communication on a display device on an article.

24. The method as claimed in Claim 23, in which the communication is 95 stored in a storage module of the article in advance.

25. The method as claimed in Claim 23, in which the communication is displayed on receipt of a control signal from a remote device.

100 26. The method as claimed in Claim 23, in which the communication is displayed at a predetermined time for a predetermined duration.

27. The method as claimed in Claim 23, in which the communication is transmitted to a receiver carried by the article from a remote source

105 when it is to be displayed.

28. A method of advertising, which includes filming an article that has a display device for displaying an electronically variable communication and displaying a preselected communication on the display device

110 when the article is being filmed.

29. The method as claimed in Claim 28, in which the communication is stored in a storage module of the article prior to filming of the article.

115 30. The method as claimed in Claim 28, in which the preselected communication is displayed on receipt of a control signal from a remote manager.

31. The method as claimed in Claim 28, in which the preselected 120 communication is displayed at a predetermined time for a predetermined duration.

32. The method as claimed in Claim 28, in which the preselected communication is transmitted to a receiver carried by the article from

125 a remote source when it is to be displayed. - lό - SS. The method as claimed in Claim 32, in which a control signal is given to an operator of the camera to film a designated article.

130 34. An article which has attached thereto a display device for displaying a preselected electronically variable communication in synchronization with filming of the article by a camera.

35. The article as claimed in Claim 34, in which the display device has 135 an electronically operable display screen.

36. The article as claimed in Claim 35 in which the screen is flexible.

37. The article as claimed in Claim 35, which has a sensor for sensing a 140 line-of-sight signal transmitted by a camera, the sensor having a small entrance aperture and being oriented substantially perpendicularly to the screen.

38. The article as claimed in Claim 34, which includes an identifier for 145 identifying the article.

39. The article claimed in Claim 35, which has a line-of-sight transmitter for transmitting an identifying signal to a camera, the transmitter being oriented substantially perpendicularly to the screen.

150 40. The article as claimed in Claim 34, which includes a storage module in which the preselected communication to be displayed may be stored.

155 41. The article as claimed in Claim 34, which includes a power supply.

42. The article as claimed in Claim 34, which includes a transfer unit whereby the preselected communication may be transferred thereto.

160 43. The article as claimed in Claim 42, in which the transfer unit includes a wireless receiver for receiving a transmitted communication.

44. The article as claimed in Claim 34, which includes a transmitter for transmitting data to a remote device.

165 45. The article as claimed in Claim 34, which includes a controller that is remotely operable.

46. The article as claimed in Claim 34, which includes a clock.

170 47. The article as claimed in Claim 34, which includes a timer.

48. A display device for attachment to an article for displaying a preselected electronically variable communication in synchronization

175 with filming of the article by a television camera.

49. The display device as claimed in Claim 48, which includes an electronically operable display screen.

180 50. The display device as claimed in Claim 49, in which the screen is flexible.

51. The display device as claimed in Claim 48, which includes a storage module in which the preselected communication to be displayed may

185 be stored.

52. The display device as claimed in Claim 48, which includes a power supply.

190 53. The display device as claimed in Claim 48, which includes a transfer unit whereby the preselected communication may be transferred thereto.

54. The display device as claimed in Claim 48, in which the transfer unit 195 includes a wireless receiver for receiving a transmitted communication.

55. The display device as claimed in Claim 48, which includes a transmitter for transmitting data to a remote device.

200 56. The display device as claimed in Claim 48, which includes a controller that is remotely operable.

57. The display device as claimed in Claim 48, which includes a clock.

205 58. The display device as claimed in Claim 48, which includes a timer.

59. The display device as claimed in Claim 49, which has a sensor for sensing a line-of-sight signal transmitted by a camera, the sensor

210 having a small entrance aperture and being oriented substantially perpendicularly to the screen.

60. The display device as claimed in Claim 49, which has a line-of-sight transmitter for transmitting an identifying signal to a camera, the

215 transmitter being oriented substantially perpendicularly to the screen.

61. The display device as claimed in Claim 48, which includes an identifier.

220 62. A camera which has a synchronizing means for causing a preselected communication to be displayed on a display device on an article being filmed.

63. A synchronizing means for causing a preselected communication to 225 be displayed on a display device of an article being filmed.

230

235

240

245

250