WO2008146147A1 - System for managing electronic advertisements - Google Patents

System for managing electronic advertisements Download PDF

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Publication number
WO2008146147A1
WO2008146147A1 PCT/IB2008/001370 IB2008001370W WO2008146147A1 WO 2008146147 A1 WO2008146147 A1 WO 2008146147A1 IB 2008001370 W IB2008001370 W IB 2008001370W WO 2008146147 A1 WO2008146147 A1 WO 2008146147A1
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WO
WIPO (PCT)
Prior art keywords
public
infotelematic
workstation
electronic advertisements
characteristic
Prior art date
Application number
PCT/IB2008/001370
Other languages
French (fr)
Inventor
Vincenzo Leonardo Cotroneo
Original Assignee
Vincenzo Leonardo Cotroneo
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Vincenzo Leonardo Cotroneo filed Critical Vincenzo Leonardo Cotroneo
Publication of WO2008146147A1 publication Critical patent/WO2008146147A1/en

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the present invention relates to a system for managing electronic advertisements.
  • Carrefour, Standa which are directed to a large number of potential consumers distributed over extensive portions of the national territory in order to convey their advertising normally use the mass media (television, Internet, and the press) .
  • mass media television, Internet, and the press
  • small firms and above all small commercial establishments restaurants, take-away pizza shops, handicraft enterprises, etc.
  • small firms and above all small commercial establishments restaurants, take-away pizza shops, handicraft enterprises, etc.
  • they cannot use the mass media just use advertising leaflets that are distributed manually in the letterboxes of the potential consumers that are located in the neighbourhood of the business centre.
  • advertising leaflets are rather costly on account of the costs linked to printing and to the subsequent distribution of the advertising leaflets.
  • advertising leaflets are far from flexible in so far as, since they cannot be reprinted frequently and cannot be differentiated except to a very limited extent (to contain the costs involved for logistics and distribution) , they do not enable differentiation of the advertisement according to geographical and/or temporal criteria (for example, promotional drives or special offers limited in time and/or limited to particular areas such as the inhabitants of a given street) .
  • the aim of the present invention is to provide a system for managing electronic advertisements that will be free from the drawbacks described above and at the same time will be easy and inexpensive to implement .
  • FIG. 1 is a schematic view of a system for managing electronic advertisements provided in accordance with the present invention.
  • Figure 1 designated as a whole by the reference number 1 is a system for managing electronic advertisements 2.
  • the management system 1 comprises a plurality of public infotelematic workstations 3, which are scattered over the territory (typically they are installed in blocks of flats and/or in public areas, such as commercial centres) and are each distinguished by at least one first characteristic.
  • each public infotelematic workstation 3 (referred to familiarly as "totem") comprises a supporting body 4 that develops vertically and is provided with a resting base 5 set on the floor.
  • the supporting body 4 houses inside it a computer 6 provided with a network connection 7 (either wired or via radio) , a screen 8 visible on the outside, and an input device 9 accessible from outside (for example, a pointing device, such as a mouse or a trackball, and/or a typing, device, such as a keyboard or a touch-screen system) . Furthermore, the supporting body 4 could also house a printer 10 connected to .the computer 6 for supplying a user with a printout of the information requested by him.
  • the management system 1 comprises a central server computer 11, which is network-connected with all the public infotelematic workstations 3 and is provided with a central memory 12, designed to store the first characteristics of the public infotelematic workstations 3 and a series of electronic advertisements 2, each of which is distinguished by at least one second characteristic .
  • the central ' server computer 11 comprises a central processing device 13 (constituted by a software algorithm) , designed to select for each public infotelematic workstation 3 a set of electronic advertisements 2, each of which has a second characteristic compatible with (i.e., corresponding to) the first characteristic of the public infotelematic workstation 3.
  • the central server computer 11 comprises a central communication device 14 (constituted by a software algorithm) , which is designed to send to each public infotelematic workstation 3 the respective set of electronic advertisements 2 selected by the central processing device 13 so that the public infotelematic workstation 3 can display the electronic advertisements 2 themselves.
  • a central communication device 14 (constituted by a software algorithm) , which is designed to send to each public infotelematic workstation 3 the respective set of electronic advertisements 2 selected by the central processing device 13 so that the public infotelematic workstation 3 can display the electronic advertisements 2 themselves.
  • Each public infotelematic workstation 3 can receive together all ' its own electronic advertisements 2 and store said electronic advertisements 2 in. a memory of its own; in this case, the connection between the central server computer 11 and the public infotelematic workstations 3 occurs far from frequently and only for updating the electronic advertisements 2 (said solution is particularly suited to radio connections that have a limited possibility of transmission) .
  • each public infotelematic workstation 3 can connect up to the central server computer 11 whenever it has to display an electronic advertisement 2 of its own for receiving the electronic advertisement 2 itself, which is hence not stored in a memory of the public infotelematic workstation 3. In this case, the connection between the central server computer 11 and the public infotelematic workstations 3 occurs very frequently.
  • the characteristics comprise a geographical location and/or a commodity preference.
  • each public infotelematic workstation 3 is distinguished by its own geographical location and/or its own commodity preferences.
  • each electronic advertisement 2 is distinguished by a geographical location (typically, the area wherein the service/good advertised is provided) and/or by a commodity class (i.e., which is the service/good advertised) .
  • the central processing device 13 for each public infotelematic workstation 3 selects only the electronic advertisements 2 that have the same geographical location as the public infotelematic workstation 3 and/or have a commodity class comprised amongst the commodity preferences of the public infotelematic workstation 3.
  • a public infotelematic workstation located in a given quarter of a town receives only the electronic advertisements 2 corresponding to goods/services provided in that quarter.
  • Another example may be a public infotelematic workstation 3 that could be located in an old folks ' home and could hence present as commodity preferences geriatric drugs, services for accompanying the elderly, orthopaedic articles offered in the neighbourhood of the old folks' home. Consequently, said public infotelematic workstation will receive exclusively . (or principally, but not exclusively) electronic advertisements 2 corresponding to services/goods that fall within the commodity preferences of the public infotelematic workstation 3 itself.
  • FIG. 3 Further examples could be a public ihfotelematic workstation 3 located in a school (stationery articles, bookshop articles, toys, sports articles offered in the neighbourhood of the school) , in a nursery school (baby-sitter services, articles for small children, paediatric services offered in the neighbourhood of the nursery school) , in a discotheque
  • the geographical location is always present in so far as it is an indispensable characteristic of a public infotelematio workstation 3 and of a good/service (obviously, a good/service could also be proposed in the whole town, i.e., at all the public infotelematic workstations 3).
  • the commodity preference might also not be expressed or else be expressed in a limited way basically depending upon the intrinsic characteristics of the public premises in which the public infotelematic workstation 3 is installed (for instance, it is • evident that a taxi service will tend to be advertised in a hotel and not in a block of flats) .
  • each electronic advertisement 2 is distinguished also by a temporal characteristic (i.e., a certain timetable or number of days per week in which the electronic advertisement 2 must necessarily or preferably be transmitted) .
  • the processing device 13 determines the electronic advertisements 2 to be sent to the public infotelematic workstations 3 also on the basis of the temporal characteristic of the electronic advertisements 2 and the current date and/or time.
  • the creation and diffusion of an advertisement of a commercial enterprise is particularly inexpensive in so far as the advertisement is created and spread around only in an electronic form.
  • a user could ask for printing of the information contained in an electronic advertisement 2 directly from a public infotelematic workstation 3, but obviously in this case the user is one who is especially interested in the particular electronic advertisement 2.
  • the electronic advertisements 2 are extremely flexible, in so far as they can be customized according to various criteria (for example, temporal and geographical criteria) . For instance, it is possible to advertise promotional offers for very limited periods of time: a restaurant during lunchtime can propose a home-delivery service for offices and at dinnertime can advertise a particular menu, or else a restaurant on Saint Valentine's day can advertise an evening meal by candlelight.
  • the management system 1 described above enables undoubted advantages to be achieved from an ecological standpoint.
  • a public infotelematic workstation 3 can also be used as public Internet-navigation point that can be used for free access to the Internet (for example, after prior registration and in the case of free connection for a limited period of the day) . Furthermore, a public infotelematic workstation 3 can also be used for connecting up to the public telematic services made available, for example, by the municipality. Thanks to such advantages, it is presumable that the installation of the public infotelematic workstations 3 will be viewed favourably both in blocks of flats and in premises of a commercial nature (discotheques, hotels, commercial centres, etc.), as well as in premises of public nature (schools, hospitals, etc.).

Abstract

A system (1) for managing electronic advertisements (2) having: a plurality of public inf otelematic workstations (3), which are scattered over the territory and are each distinguished by at least one first characteristic; a central memory (12), designed to store the first characteristics of the public inf otelematic workstations (3) and a series of electronic advertisements (2), each of which is distinguished by at least one second characteristic; a central processing device (13), designed to select for each public inf otelematic workstation (3) a set of electronic advertisements (2), each of which has a second characteristic compatible with the first characteristic of the public inf otelematic workstation (3); and a central communication device (14), which is designed to send to each public inf otelematic workstation (3) the respective set of electronic advertisements (2) selected by the central processing device (13) so that the public inf otelematic workstation (3) can display the electronic advertisements (2) themselves.

Description

"SYSTEM FOR MANAGING ELECTRONIC ADVERTISEMENTS"
TECHNICAL FIELD
The present invention relates to a system for managing electronic advertisements.
PRIOR ART
Large firms or large commercial chains (such as Auchan,
Carrefour, Standa) , which are directed to a large number of potential consumers distributed over extensive portions of the national territory in order to convey their advertising normally use the mass media (television, Internet, and the press) . Instead, small firms and above all small commercial establishments (restaurants, take-away pizza shops, handicraft enterprises, etc.) that are aimed at a restricted number of potential consumers located in the vicinity of the business centre (i.e., in a very precise and limited area of a town), since they cannot use the mass media, just use advertising leaflets that are distributed manually in the letterboxes of the potential consumers that are located in the neighbourhood of the business centre.
However, the use of advertising leaflets is rather costly on account of the costs linked to printing and to the subsequent distribution of the advertising leaflets. Furthermore, advertising leaflets are far from flexible in so far as, since they cannot be reprinted frequently and cannot be differentiated except to a very limited extent (to contain the costs involved for logistics and distribution) , they do not enable differentiation of the advertisement according to geographical and/or temporal criteria (for example, promotional drives or special offers limited in time and/or limited to particular areas such as the inhabitants of a given street) . Finally, many consumers are of the opinion that advertising leaflets only represent a nuisance in so far as they fill up their letterboxes and consequently they refuse even to read them; as a result, the commercial effort of many advertisers prove far from effective, i.e., there is an inadequate return on the investment for printing and distributing the leaflets, nor is there any significant increase in consumption, nor much less is the potential target of consumers reached.
DESCRIPTION OF THE INVENTION
The aim of the present invention is to provide a system for managing electronic advertisements that will be free from the drawbacks described above and at the same time will be easy and inexpensive to implement .
Provided according to the present invention is a system for managing electronic advertisements according to what is claimed in the annexed claims .
BRIEF DESCRIPTION OF THE DRAWING
The present invention will now be described with reference to the annexed drawing, which illustrates a non-limiting example of embodiment; in particular, the attached Figure 1 is a schematic view of a system for managing electronic advertisements provided in accordance with the present invention.
PREFERRED EMBODIMENTS OF THE INVENTION
In Figure 1, designated as a whole by the reference number 1 is a system for managing electronic advertisements 2.
The management system 1 comprises a plurality of public infotelematic workstations 3, which are scattered over the territory (typically they are installed in blocks of flats and/or in public areas, such as commercial centres) and are each distinguished by at least one first characteristic. In particular, each public infotelematic workstation 3 (referred to familiarly as "totem") comprises a supporting body 4 that develops vertically and is provided with a resting base 5 set on the floor. The supporting body 4 houses inside it a computer 6 provided with a network connection 7 (either wired or via radio) , a screen 8 visible on the outside, and an input device 9 accessible from outside (for example, a pointing device, such as a mouse or a trackball, and/or a typing, device, such as a keyboard or a touch-screen system) . Furthermore, the supporting body 4 could also house a printer 10 connected to .the computer 6 for supplying a user with a printout of the information requested by him.
Furthermore, the management system 1 comprises a central server computer 11, which is network-connected with all the public infotelematic workstations 3 and is provided with a central memory 12, designed to store the first characteristics of the public infotelematic workstations 3 and a series of electronic advertisements 2, each of which is distinguished by at least one second characteristic . The central ' server computer 11 comprises a central processing device 13 (constituted by a software algorithm) , designed to select for each public infotelematic workstation 3 a set of electronic advertisements 2, each of which has a second characteristic compatible with (i.e., corresponding to) the first characteristic of the public infotelematic workstation 3. Finally, the central server computer 11 comprises a central communication device 14 (constituted by a software algorithm) , which is designed to send to each public infotelematic workstation 3 the respective set of electronic advertisements 2 selected by the central processing device 13 so that the public infotelematic workstation 3 can display the electronic advertisements 2 themselves.
Each public infotelematic workstation 3 can receive together all ' its own electronic advertisements 2 and store said electronic advertisements 2 in. a memory of its own; in this case, the connection between the central server computer 11 and the public infotelematic workstations 3 occurs far from frequently and only for updating the electronic advertisements 2 (said solution is particularly suited to radio connections that have a limited possibility of transmission) . Alternatively, each public infotelematic workstation 3 can connect up to the central server computer 11 whenever it has to display an electronic advertisement 2 of its own for receiving the electronic advertisement 2 itself, which is hence not stored in a memory of the public infotelematic workstation 3. In this case, the connection between the central server computer 11 and the public infotelematic workstations 3 occurs very frequently.
According to a preferred embodiment, the characteristics comprise a geographical location and/or a commodity preference. In other words, each public infotelematic workstation 3 is distinguished by its own geographical location and/or its own commodity preferences. Likewise, each electronic advertisement 2 is distinguished by a geographical location (typically, the area wherein the service/good advertised is provided) and/or by a commodity class (i.e., which is the service/good advertised) . In this way, the central processing device 13 for each public infotelematic workstation 3 selects only the electronic advertisements 2 that have the same geographical location as the public infotelematic workstation 3 and/or have a commodity class comprised amongst the commodity preferences of the public infotelematic workstation 3.
To provide an example of what has been described above, a public infotelematic workstation located in a given quarter of a town receives only the electronic advertisements 2 corresponding to goods/services provided in that quarter.
Another example may be a public infotelematic workstation 3 that could be located in an old folks ' home and could hence present as commodity preferences geriatric drugs, services for accompanying the elderly, orthopaedic articles offered in the neighbourhood of the old folks' home. Consequently, said public infotelematic workstation will receive exclusively . (or principally, but not exclusively) electronic advertisements 2 corresponding to services/goods that fall within the commodity preferences of the public infotelematic workstation 3 itself. Further examples could be a public ihfotelematic workstation 3 located in a school (stationery articles, bookshop articles, toys, sports articles offered in the neighbourhood of the school) , in a nursery school (baby-sitter services, articles for small children, paediatric services offered in the neighbourhood of the nursery school) , in a discotheque
(musical articles, taxi services, fashion articles and articles of clothing offered in the neighbourhood of the discotheque) , or else in a hotel (taxi services, restaurants, cinemas offered in the neighbourhood of the hotel) . Obviously, the idea of "neighbourhood" depends upon the good/service provided; for example, a consumer is unlikely to go to a takeaway pizza shop that is located at a number of miles away from his own home but will have no hesitations about going along to a large outlet that may even be tens of miles away from his own home .
It should be noted that the geographical location is always present in so far as it is an indispensable characteristic of a public infotelematio workstation 3 and of a good/service (obviously, a good/service could also be proposed in the whole town, i.e., at all the public infotelematic workstations 3). Instead, the commodity preference might also not be expressed or else be expressed in a limited way basically depending upon the intrinsic characteristics of the public premises in which the public infotelematic workstation 3 is installed (for instance, it is • evident that a taxi service will tend to be advertised in a hotel and not in a block of flats) .
According to a preferred embodiment, each electronic advertisement 2 is distinguished also by a temporal characteristic (i.e., a certain timetable or number of days per week in which the electronic advertisement 2 must necessarily or preferably be transmitted) . The processing device 13 determines the electronic advertisements 2 to be sent to the public infotelematic workstations 3 also on the basis of the temporal characteristic of the electronic advertisements 2 and the current date and/or time.
To summarize what has been set forth above, to the various public infotelematic workstations 3 scattered throughout the town there are not sent electronic advertisements 2 that are the same for all, but for each public infotelematic workstation 3 the electronic advertisements 2 are customized according to the geographical location of the public infotelematic workstation 3, according to the commodity preferences associated to the public infotelematic workstation
3, and possibly according to the current date and/or time.
In this way, the creation and diffusion of an advertisement of a commercial enterprise is particularly inexpensive in so far as the advertisement is created and spread around only in an electronic form. If necessary, a user could ask for printing of the information contained in an electronic advertisement 2 directly from a public infotelematic workstation 3, but obviously in this case the user is one who is especially interested in the particular electronic advertisement 2. In addition, the electronic advertisements 2 are extremely flexible, in so far as they can be customized according to various criteria (for example, temporal and geographical criteria) . For instance, it is possible to advertise promotional offers for very limited periods of time: a restaurant during lunchtime can propose a home-delivery service for offices and at dinnertime can advertise a particular menu, or else a restaurant on Saint Valentine's day can advertise an evening meal by candlelight. Finally, owing to the fact that the use of paper (which must be produced and subsequently disposed of as litter) is eliminated completely (or almost completely) , the management system 1 described above enables undoubted advantages to be achieved from an ecological standpoint.
It should be noted that a public infotelematic workstation 3 can also be used as public Internet-navigation point that can be used for free access to the Internet (for example, after prior registration and in the case of free connection for a limited period of the day) . Furthermore, a public infotelematic workstation 3 can also be used for connecting up to the public telematic services made available, for example, by the municipality. Thanks to such advantages, it is presumable that the installation of the public infotelematic workstations 3 will be viewed favourably both in blocks of flats and in premises of a commercial nature (discotheques, hotels, commercial centres, etc.), as well as in premises of public nature (schools, hospitals, etc.).

Claims

C L A I M S
1) A system (1) for managing electronic advertisements (2) comprising: a plurality of public infotelematic workstations (3) , which are scattered over the territory and are each distinguished by at least one first characteristic; a central memory (12) , designed to store the first characteristics of the public infotelematic workstations (3) and a series of electronic advertisements (2) , each of which is distinguished by at least one second characteristic; a central processing device (13), designed to select for each public infotelematic workstation (3) a set of electronic advertisements (2) , each of which has a second characteristic compatible with the first characteristic of the public infotelematic workstation (3) ; and a central communication device (14) , which is designed to send to each public infotelematic workstation (3) the respective set of electronic advertisements (2) selected by the central processing device (13) so that the public infotelematic workstation (3) can display the electronic advertisements (2) themselves .
2) The management system (1) according to Claim 1, wherein the characteristics comprise a geographical location.
3) The management system (1) according to Claim 1 or Claim 2, wherein the characteristics comprise a commodity preference.
4) The management system (1) according to Claim 1, Claim 2 or Claim 3, wherein: each electronic advertisement (2) is distinguished also by a temporal characteristic; and the processing device (13) determines the electronic advertisements (2) to be sent to the public infotelematic workstations (3) also according to the temporal characteristic of the electronic advertisements (2) and the current date and/ or time .
5) The management system (1) according to any one of Claims 1 to 4, wherein each public infotelematic workstation (3) comprises : a supporting body (4) that develops vertically and is provided with a resting base (5) set on the floor; a computer (6) provided with a network connection (7) ; a screen (8) visible on the outside; and an input device (9) accessible from outside.
6) The management system (1) according to Claim 5, wherein each public infotelematic workstation (3) comprises a printer (10) connected to the computer (6) for supplying a user with a printout of the information requested by the user.
7) The management system (1) according to any one of Claims 1 to 6, wherein each public infotelematic workstation (3) receives together all its own electronic advertisements (2) and stores the electronic advertisements (2) in a memory of its own .
8) The management system (1) according to any one of Claims 1 to 6, wherein each public infotelematic workstation (3) is connected to the central server computer (11) whenever it must display an electronic advertisement (2) of its own for receiving the electronic advertisement (2) itself.
9) A method for managing electronic advertisements (2) and comprising the steps of-. installing a plurality of public infotelematic workstations
(3); distinguishing each public infotelematic workstation (3) with at least one first characteristic; storing in a central memory (12) the first characteristics of the public infotelematic workstations (3) and a series of electronic advertisements (2) , each of which is distinguished by at least one second characteristic; selecting by means of a central processing device (13) and for each public infotelematic workstation (3) a set of electronic advertisements (2) , each of which has a second characteristic compatible with the first characteristic of the public infotelematic workstation (3); sending by means of a central communication device (14) to each public infotelematic workstation (3) the respective set of electronic advertisements (2) selected by the central processing device (13) ; and displaying in the public infotelematic workstation (3) the electronic advertisements (2) received.
PCT/IB2008/001370 2007-06-01 2008-05-29 System for managing electronic advertisements WO2008146147A1 (en)

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
ITBO2007A000394 2007-06-01
ITBO20070394 ITBO20070394A1 (en) 2007-06-01 2007-06-01 MANAGEMENT SYSTEM OF ELECTRONIC ADVERTISING MESSAGES

Publications (1)

Publication Number Publication Date
WO2008146147A1 true WO2008146147A1 (en) 2008-12-04

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ID=39855275

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PCT/IB2008/001370 WO2008146147A1 (en) 2007-06-01 2008-05-29 System for managing electronic advertisements

Country Status (2)

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IT (1) ITBO20070394A1 (en)
WO (1) WO2008146147A1 (en)

Citations (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
EP0720412A2 (en) * 1994-12-27 1996-07-03 AT&T Corp. Telelcommunication kiosk network architecture
US20030212598A1 (en) * 2002-05-07 2003-11-13 Prabhu Raman System for managing digital service plans and related promotions
US20070089134A1 (en) * 2005-10-11 2007-04-19 Stearns William S Remote advertising system

Patent Citations (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
EP0720412A2 (en) * 1994-12-27 1996-07-03 AT&T Corp. Telelcommunication kiosk network architecture
US20030212598A1 (en) * 2002-05-07 2003-11-13 Prabhu Raman System for managing digital service plans and related promotions
US20070089134A1 (en) * 2005-10-11 2007-04-19 Stearns William S Remote advertising system

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