WO2010028706A1 - Affichage publicitaire interactif - Google Patents

Affichage publicitaire interactif Download PDF

Info

Publication number
WO2010028706A1
WO2010028706A1 PCT/EP2009/003539 EP2009003539W WO2010028706A1 WO 2010028706 A1 WO2010028706 A1 WO 2010028706A1 EP 2009003539 W EP2009003539 W EP 2009003539W WO 2010028706 A1 WO2010028706 A1 WO 2010028706A1
Authority
WO
WIPO (PCT)
Prior art keywords
screen
user
advertising
keyboard
screens
Prior art date
Application number
PCT/EP2009/003539
Other languages
German (de)
English (en)
Inventor
Nobert Rick
Original Assignee
Deutsche Telekom Ag
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 Deutsche Telekom Ag filed Critical Deutsche Telekom Ag
Priority to EP09776627A priority Critical patent/EP2324473A1/fr
Publication of WO2010028706A1 publication Critical patent/WO2010028706A1/fr

Links

Classifications

    • G—PHYSICS
    • G09—EDUCATION; CRYPTOGRAPHY; DISPLAY; ADVERTISING; SEALS
    • G09F—DISPLAYING; ADVERTISING; SIGNS; LABELS OR NAME-PLATES; SEALS
    • G09F27/00—Combined visual and audible advertising or displaying, e.g. for public address

Definitions

  • the invention relates to a device for presenting an advertising message comprising a first high-resolution digitally controllable large screen of a screen diagonal of more than 150 cm, in particular of more than 200 cm, for the performance of changing image content and / or film sequences.
  • Advertising media with such oversized screens are known per se.
  • digital displays of this type are known to be used in many areas of daily life to carry information. Examples include advertising in shops or on the outskirts of a street, and information in stations and airports. Due to the high level of acceptance, it is to be expected that digital displays will replace conventional printed posters in many places over the next few years. Precisely because of their size and because of the increasingly high resolution, they are particularly suitable for attracting attention to the device passing persons. On such displays, for example, changing advertising messages or, depending on the environment in which the device is set up, complete Webeclips shown.
  • terminals which, like bank or ticket vending machines, are placed in the public's view of the user Possibility to interact with a system and obtain information.
  • the object of the present invention is now to improve such a device for presenting an advertising message with technically simple means to the effect that the viewer gets the opportunity to interact specifically with the device in the environment of the advertising message.
  • An essential basic idea of the invention lies in the further separate screen of lesser size and the keyboard assigned to this screen, wherein the further screen and the keyboard are in structural unity with the entire apparatus.
  • the keyboard allows the user trapped by the advertising message presented on the large screen to enter commands.
  • there are further means in the device which comprise a computer and which allow the user's interaction with an environment associated with the advertising message or limit it to a restricted environment.
  • the device according to the invention thus combines multi-media brand presentation with direct interaction by the user.
  • the 82 "screen, for example, provides the target audience with distance, thus serving as an attractor, through moving images, and the message on the large screen invites the user to approach the device and interact with the device It then offers another level of communication, namely the interaction with the target group addressed: the 17-inch screen, for example, puts the user in direct contact with the message transmitted by the large screen.
  • the particular advantage of the device is on the one hand in the increased advertising effectiveness and on the other hand in the possibility of interaction with which the attractiveness of this advertising medium for the user can be increased enormously.
  • the device is advantageously used in places such as airports or train stations where a large number of people pass by and perceive the advertising content. Since the device has means for interaction, a visitor who is currently being animated at the airport by the advertisement for long-distance travel can book a travel through the advertising tour operator.
  • means are provided in the device, which create on the part of the erector the ability to switch between different content or the contents of different advertising partners. These means may be such that the operator programs the device directly on site, for example, by connecting to the device with an external computer. In a particular embodiment, the means are designed so that remote programming via a communication network, in particular via the Internet, is possible.
  • an 82 "display, with the media content in full HD resolution (1080 pixels) can be displayed. Its size with a screen diagonal of 2.08 m it attracts the attention of the user and represents the content optimally. It is particularly advantageous because of the increased effectiveness on the temporary visitor to integrate this display upright in the device.
  • the further screen of smaller size is advantageously a 17 "display, in particular a capacitive touch screen screen with a resolution of 1280 x 1024 pixels.
  • This touch screen enables direct communication with the target group Touchscreen actively access content and navigate through specific applications.
  • the two displays are coordinated so far as each of the contents of the same advertising partners are displayed on both screens.
  • the contents of advertising partners When the device is not actively being used, it is advantageous for the contents of advertising partners to run in a rotation, that is to say if a media content, such as a movie, an animation or pictures alternately for a freely determinable time unit, for example one minute, be displayed before the game changes to the next advertising partner. If a user interacts with the device and calls the application of a particular advertising partner, then this advantageously continues to run on both screens. So the big screen does not change to the next content, while the content of the previous partner is still displayed on the small screen.
  • the device is advantageous to provide as simple as possible and to dispense with superfluous decoration. So the device itself should take back to completely provide a stage for the advertising content.
  • the external dimensions are conditioned by the technical components and kept as short as possible.
  • the color design is a noble and restrained dark anthracite.
  • the device is also designed simply as a stand-up flat rectangle in survival size, which stands as a shell on a pedestal.
  • RGB LEDs red / green / blue LEDs
  • the advertiser has another tool at hand to attract the attention of the target audience. He can highlight and emphasize certain events or situations within his own media application. If the content changes in rotation, the RGB LEDs assume the company color of the content just shown. The RGB LEDs can also be activated actively from within the application. However, the visual effects are dosed sparingly and placed on the spot. Nevertheless, it offers opportunities for individual branding in individual occupancy by printing on the side panels.
  • means are provided, such as loudspeakers, which enable the acoustic underpainting of the illustrated advertising.
  • the topic of "audio” is very important in such an advertising terminal, but care must be taken to ensure that the respective surroundings are not excessively sonicated, which may even be annoying.
  • a stereo sound system will appear above the small screen It can be used to provide the emotional response of the target audience, providing acoustic coverage that is limited to the immediate area, allowing the contents of the small screen to be acoustically highlighted.
  • a microphone can be provided, which is in particular mounted directly above the small screen. Over this the user has the possibility to record audio messages like greetings and if necessary to send them over the Internet.
  • the device has one or more cameras.
  • a camera panel mounted behind which two cameras are mounted.
  • Another camera can be mounted on the ceiling.
  • One of the cameras can be used for "fun" applications, the user can in particular take pictures of himself and send them as an electronic greeting card.
  • the advertiser can also use the camera to integrate the image of the user into their own scenery thus many possibilities for media use within an application.
  • the camera in the camera panel is advantageously of the type of a "people attention cam.” As part of a user tracking process, it can capture the people in their field of vision at the moment they are looking in the direction of the device whoever looks at the device and who is not, the gender, the age group and the state of mind can also be detected, the other camera of the system can be designed as a "ScoutCam", which provides the spatial area the device records. Thus, it is possible to determine who is interested in the device and thus the advertising when and when.
  • the system tracks the customer frequency and the length of stay.
  • the tracking is advantageously carried out in real time, so that the results can be determined on a daily basis and reported to the advertisers.
  • the content displayed on the screen can be adjusted based on the knowledge gained. It also creates the basis for new billing models.
  • the device thus opens up a new dimension for "out-of-home marketing", both for the advertisers and for the users.With the invention, multimedia advertising becomes individualized information.
  • the device provides a W-LAN access point.
  • the user can dial into the Internet with a laptop via this access point.
  • the WLAN area is restricted in the sense of a "walled garden" in that the user can surf only on web pages specified in advance.
  • LAN-enabled laptop and tries to dial into the Internet, he sees the freely accessible access point and dials into the network via the latter.With the browser's location bar, he enters a web address.If this is not released within the Walled Garden, the This distribution page is analogous to the content of the small screen, giving the user the ability to navigate through the content displayed by the device without having to stand directly on the device.
  • the device also provides Bluetooth content. Since the device sometimes provides content from multiple providers, the data can not be sent in the usual broadcast mode.
  • the device sends a generic message informing the user with activated Bluetooth that Bluetooth content is available and how it can be retrieved. To do this, the user must rename his phone to load the appropriate content on the phone. If the user calls his mobile phone "post", for example, he receives content from Deutsche Post AG, which uses the so-called “mobile phone keywording" to identify the respective mobile phone and send it the desired Bluetooth content.
  • the figure shows a device 1 according to the invention for the presentation of an advertising message 2, here in the form of an illustrated mobile phone.
  • the device is designed as a simple erected flat rectangle, which stands as a shell 3 on a base 4. Overall, the device is 250 cm larger than the height of the user 5. The width is about 170 cm, the depth 30 cm. It has a first high-resolution digitally controllable large screen 6 with a screen diagonal of more than 200 cm for the presentation of changing image content and / or film sequences.
  • the large screen 6 is arranged rectangular and upright and has a resolution along the upstanding edge of 1080 pixels.
  • Another screen 7 is available. Both screens 6 and 7 are arranged on the same side of the device.
  • the small screen is designed as a touch screen on which a keyboard is displayed. This allows a user 5 to enter commands.
  • the device has an internal computer that allows the interaction of the user 5 on screen and keyboard with an environment associated with the advertising message.
  • the side parts 8 and the light gap 9 between base 4 and upper part 3 are backlit with RGB LEDs.

Landscapes

  • Physics & Mathematics (AREA)
  • General Physics & Mathematics (AREA)
  • Engineering & Computer Science (AREA)
  • Theoretical Computer Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Two-Way Televisions, Distribution Of Moving Picture Or The Like (AREA)

Abstract

L'invention concerne un dispositif pour la présentation d'un message publicitaire qui comprend un grand écran numérique à haute résolution, pouvant être commandé, dont la diagonale d'écran est de plus de 150 cm, de préférence de plus de 200 cm, pour la représentation d'un contenu d'images changeant et/ou de séquences de films, un écran supplémentaire de plus petites dimensions étant fourni, ainsi qu'un clavier agencé avec l'écran supplémentaire, le clavier permettant à un utilisateur d'entrer des ordres, et un moyen comprenant un ordinateur permettant ainsi une interaction de l'utilisateur au clavier avec un environnement en contact avec le message publicitaire.
PCT/EP2009/003539 2008-09-15 2009-05-19 Affichage publicitaire interactif WO2010028706A1 (fr)

Priority Applications (1)

Application Number Priority Date Filing Date Title
EP09776627A EP2324473A1 (fr) 2008-09-15 2009-05-19 Affichage publicitaire interactif

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
DE102008047358.8 2008-09-15
DE200810047358 DE102008047358A1 (de) 2008-09-15 2008-09-15 Interaktives Werbedisplay

Publications (1)

Publication Number Publication Date
WO2010028706A1 true WO2010028706A1 (fr) 2010-03-18

Family

ID=41165660

Family Applications (1)

Application Number Title Priority Date Filing Date
PCT/EP2009/003539 WO2010028706A1 (fr) 2008-09-15 2009-05-19 Affichage publicitaire interactif

Country Status (3)

Country Link
EP (1) EP2324473A1 (fr)
DE (1) DE102008047358A1 (fr)
WO (1) WO2010028706A1 (fr)

Cited By (1)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
CN104978912A (zh) * 2014-04-01 2015-10-14 中广美意文化传播控股有限公司 一种新型广告播放方法和装置

Families Citing this family (1)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
DE202012003398U1 (de) 2011-12-01 2012-04-17 Glocal Services UG (haftungsbeschränkt) Baustelleninformationsvorrichtung

Citations (5)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO1999028874A1 (fr) * 1997-11-28 1999-06-10 Rolf Rockenfeller Distributeur ou prestataire de services automatique pourvu d'un dispositif d'affichage pour images changeant automatiquement
DE20015559U1 (de) * 1999-09-06 2001-01-11 Lausch, Holger, Dr., 07743 Jena Anordnung zur Erfassung von Personenströmen, Personen und Objekten und/oder zur Analyse des Rezeptionsverhaltens von Personen
FR2815216A1 (fr) * 2000-10-11 2002-04-12 Animazur Comm Borne d'informations interactive a enregistrement personnalise sur cd-rom
WO2007036890A2 (fr) * 2005-09-30 2007-04-05 Koninklijke Philips Electronics N.V. Amelioration de lumieres vivantes par des couleurs coherentes
US20070277413A1 (en) * 2006-06-05 2007-12-06 Derek Wayne Bailey Billboard apparatus and advertising method using a billboard apparatus

Family Cites Families (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
DE29822097U1 (de) * 1998-12-11 1999-04-15 Tappe, Holger, 30161 Hannover Präsentationseinrichtung für Bewegtbilder
DE10034078A1 (de) * 2000-07-13 2002-01-24 Alain Bertoni Interaktives Werbedisplay
DE202006003259U1 (de) * 2006-02-28 2006-05-04 Ströer Out-of-Home Media AG Bildschirm zur Darstellung von Informationen an öffentlich zugänglichen Informationseinrichtungen

Patent Citations (5)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO1999028874A1 (fr) * 1997-11-28 1999-06-10 Rolf Rockenfeller Distributeur ou prestataire de services automatique pourvu d'un dispositif d'affichage pour images changeant automatiquement
DE20015559U1 (de) * 1999-09-06 2001-01-11 Lausch, Holger, Dr., 07743 Jena Anordnung zur Erfassung von Personenströmen, Personen und Objekten und/oder zur Analyse des Rezeptionsverhaltens von Personen
FR2815216A1 (fr) * 2000-10-11 2002-04-12 Animazur Comm Borne d'informations interactive a enregistrement personnalise sur cd-rom
WO2007036890A2 (fr) * 2005-09-30 2007-04-05 Koninklijke Philips Electronics N.V. Amelioration de lumieres vivantes par des couleurs coherentes
US20070277413A1 (en) * 2006-06-05 2007-12-06 Derek Wayne Bailey Billboard apparatus and advertising method using a billboard apparatus

Cited By (1)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
CN104978912A (zh) * 2014-04-01 2015-10-14 中广美意文化传播控股有限公司 一种新型广告播放方法和装置

Also Published As

Publication number Publication date
DE102008047358A1 (de) 2010-03-25
EP2324473A1 (fr) 2011-05-25

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