WO2008157618A2

WO2008157618A2 - A vehicle mount electronic display device for dynamic, mobile digital display

Info

Publication number: WO2008157618A2
Application number: PCT/US2008/067370
Authority: WO
Inventors: Robb A. Thompson; Melissa W. Penn
Original assignee: Mrc Industries D/B/A Outfront Media, Co.
Priority date: 2007-06-19
Filing date: 2008-06-18
Publication date: 2008-12-24
Also published as: WO2008157618A3

Abstract

An electronic display device mounted on a vehicle for display contents to the outside is disclosed. The display device comprises at least one flat display screen mounted on the roof of the vehicle, a microcontroller, a location-positioning device and a wireless transceiver. The wireless transceiver is used to provide said content to the display device from a remote server, whereas the location-position device helps the display device to display location-specific contents.

Description

A Vehicle Mount Electronic Display Device for Dynamic, Mobile Digital Display

FIELD OF INVENTION

[0001] This invention relates to a dynamic, mobile display device that is vehicle mounted, and in particular a vehicle mount mobile display device with wireless connectivity and location-positioning capability.

BACKGROUND OF INVENTION

[0002] Advertising revenues typically depend on the effectiveness of the content, which in turn is dependent on the ability to reach a target group of people for which the content is especially relevant. Potential income to providers of advertising services, therefore, can be lost when they do not have the capability to effectively match advertisements to different target groups. Therefore, there is a growing and prevalent need (being expressed by advertising agencies, marketers, and advertising service providers) for a way to physically and dynamically bring the ad content of their respective clients to a specific target group/demographic as required by the product being advertised.

SUMMARY OF INVENTION

[0003] In the light of the foregoing background, it is an object of the present invention to provide an alternative mobile display device that can deliver the messages to the public in real time and based on location, etc.

[0004] Accordingly, the present invention, in one aspect, is an electronic display device on a vehicle, which comprises at least one flat display screen mounted on the roof of the vehicle, a microcontroller, a location-positioning device and a wireless transceiver. The location-positioning device and wireless transceiver are connected to the microcontroller as inputting means for generating display messages on the flat display screen. The flat display screen is also connected to the microcontroller for receiving display messages therefrom. The electronic display device according to the present invention is designed such that the location-positioning device is adapted to determine the position of the vehicle and the wireless transceiver is adapted to receive the content of the display messages for display by the display screen such that the display messages can be changed according to the location of the vehicle.

[0005] In a preferred embodiment of the present invention, the electronic display device comprises at least a pair of flat display screens. The flat display screens are fixed onto a support installed onto the vehicle. The support adapted to move between a raised position above the roof and a lowered position on the side of said vehicle hoisted by a lifting mechanism according to the user's preference.

[0006] In a most preferred embodiment, the flat display screens are fixed back-to-back in a substantially parallel manner onto the roof of the vehicle.

[0007] In another most preferred embodiment, the electronic display device comprises multiple panels. The panels are arranged to form a pre-determined shape such as a circle, a polygon or an irregular shape.

[0008] There are many advantages to the present invention. A vehicle equipped with an electronic display device, with one or more screens, can travel anywhere in a geographic region and deliver dynamic advertising content. Because the display device, or else called a billboard, is mobile (vehicle-based), one can take the ad message directly to the targeted consumer group in any geographic area. Such a vehicle can be motorcycle based or car/truck based tactical. The vehicle can travel and distribute advertising content or other content in the Out-of-Home or Outdoor Advertising market segment to pedestrians, drivers and passengers in moving vehicles (buses, automobiles, taxis, including people in buildings looking out windows.

[0009] Another advantage is, since the vehicular-based display screens are mobile and interactive, the vehicle (and its on-board computer) provides a medium for collecting real-time data about the type of customers (i.e., demographic) viewing the ads. In turn, a "database" of consumer initiated interactive communications ("hits") with the screen ads being placed on its screens can be compiled based on information about the screens (e.g., time, location) and messages displayed on the billboards. This "geo-demographic target" database will provide marketers real data about where, when, and how to find their target demographic and, in turn, run their advertisements on vehicles and/or stationary kiosks.

BRIEF DESCRIPTION OF FIGURES

[0010] Fig. 1 shows a 3D view of one specific example that the mobile display device is mounted on a van.

[0011] Fig. 2 is the front view of the mobile display device mounted on a van.

[0012] Fig. 3 is the block diagram of one embodiment of the mobile display device.

[0013] Fig. 4 is the block diagram of another embodiment of the mobile display device.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0014] Referring first to Figs. 1 and 2, an electronic display device 20 is mounted on a van 22 according to a specific example of the present invention. The electronic display device 20 in this specific embodiment includes two flat LED screens 24 supported by large Y-shaped bracket 26. The bracket 26 is installed onto the van 22 and also connected to a hydraulic or electromechanical hoisting device 28 on the van 22. When in operation, the hoisting device 28 can lift or lower the bracket 26, which in turn control the height of the LED screens 24. Specifically, when the van 22 is moving, the bracket 26 is in the low position wherein the two LED screens 24 are inlaid into the two openings 29 on the two sides of the van 22. When the van 22 is stationary, the bracket 26 may be hoisted by the hoisting device 28 where the two LED screens 24 will be moved outward and leave the openings 29. Then it will be hoisted up to a certain height. In the embodiment shown in Figs. 1 and 2, the two LED screens are positioned in a substantially vertical manner relative to the roof of the van 22, in a back-to-back way.

[0015] The LED screens 24 are preferably Twin Light Emitting Diode (LED), Ultra Intense High Bright Screen with a pixel pitch of 6mm, which is roughly equivalent to a High Definition (HD) plasma screen. The LED screen used in a specific example in a LED screen modeled 73Ox from CeeLite. In one embodiment, the screen is not comprised of three or more individual colored bulbs (RGB) in sequence but rather has thousands of single tricolor LED'S producing the color spectrum. This allows the screen to get a significantly higher resolution than any screen currently being used in the industry. In one embodiment, the technology allows the display of video in crisp accurate colors and resolutions capable of up to 150 frames per second (fps), 65.5 billion colors, and when all three colors are fired, the triodes achieve pure white at less than 1000 nits. In one embodiment, convergence (the distance one must be from an LED screen to see blended colors rather than individual pixels) is achieved at no more than three feet. The LED screens may vary in size (depending on the vehicle they are affixed to), from 4' by V to 8' by 14', for example. In one embodiment, the displayed ad content may be formatted for the 16:9 HD protocol.

[0016] Referring now to Figure 3, the LED screen 24 is connected to a microcontroller 34, which acts as a control centre for the other components. The positioning device 32, the wireless transceiver 36 and the internal database 38 are all connected to the microcontroller 34. The position device 32 is preferably a Global Positioning System (GPS) device, but it could also be other types of positioning device such as a cellular network device. The wireless transceiver 36 could be any kind of wireless broadband network adapter, for example, Wi-Max network adapter, Wi-Fi network adapter, 3G cellular network client device, etc. The internal database 38 is for storage of the ad contents which are downloaded from the wireless network. Depending on the requirement, the ad contents can be kept in the internal database 38 for a long time, or be update / deleted if they are no longer needed.

[0017] In another embodiment, the electronic display device 20 contains more than one LED screens 24 and additionally an audio device 40. The audio device 40, which is typically a loudspeaker, is able to play sound or music according to the visual content being displayed in the LED screens 24. The most obvious use of the audio device 40 is to play out the accompanying sound of an ad to attract passerby to come to the vehicle and see the ads. [0018] The onboard computer systems track the geographic location of the vehicle via positioning device 32 and provide real- time tracking of demographic areas to the network. This allows the vehicles, what is referred to here as Adtruck™ (OutFront Media Co.}, to be aware of their physical location and interact with the ad software; thereby, allowing the advertisements and content to change automatically as directed by user's preferences. For example, if the vehicle moves from a predominantly English neighborhood to a predominantly Spanish neighborhood the ad will automatically change to the appropriate language. Also, it allows for ad changes based on location such as movin -¹gO from restaurant districts to business districts.

[0019] In one embodiment, the positioning device 32, such as a GPS device, is also linked to the ad content by a time/date stamp algorithm. This feature allows the ads (and the product being advertised) to change at various times of the day when a potential audience is at his/her point of decision. With the advertising model, for example, McDonalds will purchase one advertising package that will display different advertisement at the time of day when their different products are most likely to sell - thus, featuring breakfast items in the morning (before 10:30am), and then automatically change to lunch items and dinner items as the day progresses.

[0020] The electronic display device is connected to a global wireless broadband network through wireless transceiver 36. This allows users to change the ad content on any or all mobile display devices in the world virtually instantaneously. This also allows dynamic and creative ad content capability - advertisements that change the product being displayed depending on geographic location, demographic, time or day, or other variables. Because the vehicles are linked together on a wireless global broadband network, the vehicles become a "network" of advertising screens capable of delivering advertising messages in a unified way across a geographic region. Users may choose the scope/geographic area they want to touch - neighborhood, city, state, province, county, and/or world.

[0021] In one embodiment, the vehicles can directly stream any video file to its billboard screens from the Internet by inputting any web address directly into the software on the wireless broadband network. In one embodiment, a user can upload a particular advertisement to an FTP site and then simply "email" the URL to the billboard screen, which will then connect out through the network, reach the URL, and then upload and execute the advertisement on its billboard screens.

[0022] In one embodiment, each vehicle has its own static IP address facilitated by a wireless global broadband network. Users can change the ad Content in real-time or virtually instantaneously (e.g., no more than four (4) minutes depending on ad-content File size) on any vehicle, anywhere in the world, from any computer in the world.

[0023] For example, in special events such as Olympics, within minutes of the end of the men's 100 meter final - the race highlights "brought to you by VISA" will be re-broadcast on all the Digital Billboards in the Network of Vehicles - not only the Adtruck™ (OutFront Media Co.} and stationary Adkiosks™ (OutFront Media Co.} near the special event - but can appear on all of the billboards within the advertising network around the world.

[0024] In one embodiment, all vehicles in the network are wireless and mobile communications hotspots - essentially functioning as a mobile cell phone tower to allow for strong signal strength for placing cell phone calls, and a mobile access point for people with "Wi-Fi" capability on their laptop, PDA, or dual-mode phone to access the internet. "Hotspots"' are generally found at restaurants, train stations, airports, libraries, coffee shops, books-stores, fuel stations, department stores, supermarkets and other public places.

[0025] This function is especially useful for special event marketing. An example is when a client-advertiser wants to educate or demonstrate to a group (with laptops) a new software application, computer game, etc. With this function, each Adtruck™ (OutFront Media Co.} has the ability to travel to a specified location and any "Wi-Fi" equipped laptop within a certain distance (e.g., approx. 1/4 mile) will be able to be wirelessly connected to the internet for a demonstration or presentation, dc. This would be a very valuable application for special marketing events like "Road Shows". [0026] In one embodiment, the present invention can provide interactive communication capability. This feature will develop a "geo-demographic target" database-style marketing system. In one embodiment, the advertising network includes an Interactive Communication Component between the Billboards and the Viewing Customer. In one embodiment, the advertising model allows for a customer (pedestrian traffic, vehicle drivers, and passengers) to directly interact and communicate with the digital billboards (and hence, the product being advertised). For example, if there is a video ad playing a movie trailer the billboard screen could read: "dial 555-5555 for local movie times;" or text the phrase "movie times" to 555-5555 and the local movie listings may be offloaded to a customer's cellular phone or other portable electronic device. If the vehicle has stopped in an area of high foot traffic it could print coupons, movie/event tickets for shows/theaters/stadiums it is advertising for. It could act as an Ipod/MP3 player docking station on 'New Music Tuesday" on College campuses - offering free downloads of newly released songs, or other promotions. Thus, the viewing customer has the ability to interact and communicate with the digital billboard (or LED billboards) and download various forms of related information or media (audio, electronic, or print), receive information, or purchase the products or services being advertised.

[0027] As an Adtruck™ (OutFront Media Co.} travels through a geographic area playing advertisements on its billboards, any time a consumer sees an advertisement, they can choose to engage and initiate an interactive communication based upon the ad-specific information appearing on the screen. The ad Content appearing on the screen will direct the consumer's interaction in any of the following ways: tune to FM radio station, dial an 800 number or 'star' number (*77), text a message to receive downloaded info/content, or call a manned customer services line (e.g., OutFront Media, Co. (OFM)'s "Global Adconcierge") to complete a sales transaction. Any such consumer initiated communication may be used to construct and/or compile the "geo-demographic Target databases. For example, the consumer initiated communications may be defined as a hit, and all interactive "hits" will be recorded and will in turn build a geo-demographic target database of information constituting the following: who (demographic: male, female, age, race, etc.) saw what advertisement at what geographic location, at what time of day. [0028] This database of geo-demographic hits will be an effective way in the advertising industry to collect real-time data to accurately identify where to find a particular target demographic in a specific geographic region. Once targeted, the Adtruck™ (OutFront Media Co.} can take an advertisement directly to the targeted customers. Because consumers may directly interact and engage in an interactive communication or a sales transaction, the database of geo-demographic target-based, real-time, and historical data may help users (e.g., advertisers) determine where (geographic location) and when (time of day) they should run their ads to reach their target demographic group of consumers. Because of the ability to record "hits" and in turn compile the aforementioned database, the advertising model may offer targeted consumer reach, engagement and participation in an all-in-one advertising solution. Currently, advertisers place advertising in a market based on mere hypothetical "impressions." This invention will enable advertisers to place an ad in a market based on real-time and historical data to reach the target demographic groups.

[0029] The preferred embodiments of the present invention are thus fully described. Although the description referred to particular embodiments, it will be clear to one skilled in the art that the present invention may be practiced with variation of these specific details. Hence, this invention should not be construed as limited to the embodiments set forth herein.

[0030] For example, the specific example of shown in Figs. 1 and 2, only two LED screens are installed onto the roof of the vehicle which would enable a two directional display. But it is clear to people ordinary in the art that multiple panels could be deployed to form a pre-determined shape such as a circle, a polygon or an irregular shape. This kind of configuration not only allows for a broader viewing angle, but also can achieve additional manners of display, for example, the content of display can flow in the screen horizontally to form a circle or gain multiple screens to form an image across more than one screen.

Claims

What is claimed is:

1. An electronic display device on a vehicle comprising at least one flat display screen mounted on the roof of said vehicle, a microcontroller, a location positioning device and a wireless transceiver; said location positioning device and wireless transceiver are connected to said microcontroller as inputting means for generating display messages on said flat display screen; said flat display screen also connected to said microcontroller for receiving display messages therefrom; said electronic display device characterized in that said location positioning device is adapted to determine the position of said vehicle; and said wireless transceiver is adapted to receive the content of said display messages for display by said display screen such that said display messages can be changed according to the location of said vehicle.

2. The electronic display device of claim 1, wherein said electronic display device comprises at least a pair of flat display screens, said flat display screens being fixed onto a support installed onto said vehicle; said support adapted to move between a raised position above the roof and a lowered position on the side of said vehicle hoisted by a lifting mechanism according to the user's preference.

3. The electronic display device of claim 2, wherein said flat display screens are fixed back-to-back in a substantially parallel manner onto the roof of said vehicle

4. The electronic display device of claim 2, wherein said electronic display device comprises multiple panels; said panels being arranged to form a pre-determined shape such as a circle, a polygon or an irregular shape.

5. The electronic display device of claim 2, wherein each said flat display screens may be LCD, LED, or plasma screens.

6. The electronic display device of claim 2 further comprises an internal database configured for storing the contents of said display messages in said electronic display device.

7. The electronic display device of claim 2, wherein said wireless transceiver is a wireless broadband network transceiver module.

8. The electronic display device of claim 2, wherein said location positioning device is a Global Position System device or a cellular network device.

9. The electronic display device of claim 2 further comprises at least one loudspeaker, said loudspeaker capable of playing audio messages in accordance with the content of said display messages.

10. The electronic display device of claim 4, wherein there are at least four flat LED screens placed in a rectangular shape on the roof of said vehicle; said flat LED screens facing to the same direction.