WO2010125587A2

WO2010125587A2 - A secured, scalable, duplex system to acquire & respond viewer's real time text & audio based feedback to a multi-media insertion in a multi-location advertising media through an amalgamated communication network of proprietary hardware

Info

Publication number: WO2010125587A2
Application number: PCT/IN2010/000277
Authority: WO
Inventors: Sanjay Gaikwad; Ameya Hete; Makarand Karanjikar; Kaushik Mamania; Lester Corderio; Rajendra Reddy
Original assignee: Valuable Innovations Private Limited
Priority date: 2009-04-29
Filing date: 2010-04-29
Publication date: 2010-11-04
Also published as: WO2010125587A3

Abstract

A system by which it is possible for any viewer not only to watch/listen the broadcasted/displayed multimedia but also has mode for the viewer to express his/her views upon it thus gauging viewer's response to the broadcast.

Description

Introduction

The advertisement world revolves around publishers, advertisers and viewers. Conventionally, the advertisement in print or electronic are basically acting as information resources creating product, project or socio-cultural, health or political awareness. It does aid to building brand, boosting revenue, capturing wider audience of the section of the society.

Limitations of the Existing Technique

However till date all the modes of advertisement are monologue where the information is only one way beamed across billboards, print electronic media to a audience anticipating them to transform into a potential customers.

The viewers are mere watchers without access to any channel to express their opinion upon the contents being views. They are not able to get instantly in direct touch with the product or service advertiser. Nor there is evolved process which instantly takes into account the viewer's feedback and responds to their off line enquiries.

Currently only large brands and bigger companies can afford to run these SMS campaigns as the barriers are time, money, and ease of set-up and design. These barriers would have to be reduced in order to gain wider adoption. Companies need to fix their model (e.g. a client would have to pay for 3 months short code even if campaign length is 1 month). Thus for small advertiser it's not possible to reach the masses.

Inventor's Solution

The inventors have designed a Unique, Secured, and Scalable Duplex System to Acquire & Respond Viewer's Real Time Feedback to a Multi Media Insertion in an Adverting Media. With this technique it is possible for any viewer not ony to watch/listen the broadcasted / displayed multimedia content but s/he can express his/her views upon it. The views will be subsequently reaching the advertiser who in turn is waiting for the valuable inputs from the views. Based upon these inputs the advertiser or the owner of advertised product or services will honour view's opinion e.g. s/he may reward viewers handsomely or make appropriate (viz. Price / quality/ quantity/contents) changes in the advertised products or services. In nut shell, the technique makes use of the simple Newtonian principle i.e. every action creates equal opposite creates reaction extended to the ICT world.

The invention permits to conduct a mobile campaign up and running within one business day and at a very low cost vs. the advertiser going it on their own. Not to mention, advertisers get the advantages of inventor's constant and rapid new functionality development without having to pay for that giving them a flexible, but solid environment from which to run their campaign.

Methodology

The invention makes use of the wireless radio communication to capture the response of the viewers e.g. the viewers can send a Short Message SMS to the advertised number in the insertion. The response is encrypted and communicated via a duplex channel to the advertiser's centralised server. The server analyses viewer's the response on certain rule based system, activates the decision support system, classifies and redistributes the correct responses based upon the tags associated with the captured data. Thus in no time the viewers comes to know the live response to his/her feedback. The techniques is unique in the sense it permits viewers to interact and seek live response.

The central server at the inventor's end is capable to simultaneously push the digital advertised content through hybridized network to multiple theatres/public events. It also supports vernacular or specifics contents w.r.t. to target language, interest, purchase power etc.

The advertising schedule enables advertiser to pre-plan his /her advertisement for display in selected theatre/public event, specific date and show.

The system in intelligent enough to do the analysis of the incoming response in terms of geographical or parameter based break up and generate MIS to enable DSS for speedy return reaction almost in near real time. Application

The technique can be used to gauge the response of the spectator to the performance of an artist/player/sportsman i.e TRP rating or quality of service, opinion poll etc. Accordingly the appropriate authorities can take corrective action to viewer's expression. The technique permits the advertiser server to directly interact with mail and shipping companies to dispatch the gift to the responder depending upon this GPS co-ordinates within a stipulated period (near real time), viz. During mid- interval (or specific period in the beginning/end of the movie) of cinema, a theatre/public event equipped to display such smart interactive advertisement can display the advertisement to the audience. Such movie goer geared with an active mobile gadget having communication abilities will have an opportunity to win fabulous prizes by sending SMS based response to the advertised quiz. With secured network and intelligent logistic, supply chain tie up it is feasible to reward the responder before he leaves the premises of the theatre/public event.

Claims

We claim:

[l].A system which enables an advertiser/content provider to electronically transmit messages (with or without manual intervention) for display within a few seconds, into a group of one or more theatres/public events of choice that are part of a given network.

[2].A system which enables an advertiser to analyse responses from viewers of such content, present inside the theatre, to a piece of content (message, video, stills etc) and post an immediate response (delivered electronically within a few seconds) to theatres of choice, that are part of the network (with or without manual intervention), within a few seconds of such a posting.

[3].A system which enables conducting of instant "polls", within a captive audience inside a theatre, enabled by the rapid delivery of both questions and responses to the theatre audience using electronic means with or without manual intervention.

[4].A system that enables an advertiser/content-provider to select a group of theatres, that are part of the network, for targeted advertising or exposure to a desired message. Further, the system enables the advertiser/content provider to receive a response from viewers of such messages inside the theatre that identifies specifically the source of such a response to region, state, city, theatre and actual user posting such a response.

[5].A system that enables an advertiser/content provider to schedule a message/content for display at a moment, of choice during the entire duration of playback of a theatrical presentation. Further, the system enables choice of duration for which the message/audio-visual content should be displayed at the moment of choice.

[6].A system that enables an advertiser/content provider to repeat a message/content for a predetermined number of cycles. Further, the response from a viewer identifies the specific iteration of such a message at which it (the response) was posted. This enables to analyse the profile of response at different times/shows of the day.

[7].A system that enables an advertiser/content-provider to measure for the first time ever in numerical terms the exposure to in-theatre advertising in "real-time". Further, in-theatre viewer response to a live and dynamically evolving situation can be rapidly gauged for the first time by the use of electronically transmitting messages that provide updates on the evolving facts of such a situation.