WO2016146098A1 - Procédé pour la reproduction et l'injection de contenus publicitaires sur un affichage d'un support publicitaire dooh et installation de moyen publicitaire dooh - Google Patents

Procédé pour la reproduction et l'injection de contenus publicitaires sur un affichage d'un support publicitaire dooh et installation de moyen publicitaire dooh Download PDF

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Publication number
WO2016146098A1
WO2016146098A1 PCT/DE2016/000113 DE2016000113W WO2016146098A1 WO 2016146098 A1 WO2016146098 A1 WO 2016146098A1 DE 2016000113 W DE2016000113 W DE 2016000113W WO 2016146098 A1 WO2016146098 A1 WO 2016146098A1
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WO
WIPO (PCT)
Prior art keywords
game
advertising
software
content
mood
Prior art date
Application number
PCT/DE2016/000113
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German (de)
English (en)
Inventor
Christoph Kronhagel
Original Assignee
Urbansite Verwaltungs Gmbh I. G.
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 Urbansite Verwaltungs Gmbh I. G. filed Critical Urbansite Verwaltungs Gmbh I. G.
Priority to DE112016006590.6T priority Critical patent/DE112016006590A5/de
Publication of WO2016146098A1 publication Critical patent/WO2016146098A1/fr

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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
    • G06Q30/0241—Advertisements

Definitions

  • the invention relates to a method for playing a playing surface of a DOOH advertising medium, a method for feeding advertising content into the game and a DOOH- advertising equipment.
  • DOOH (short for the English term "digital out of home") is an advertising format that is increasingly important for out-of-home advertising, but the digital placement of advertising content provokes new ways of presenting that content.
  • These consist of images and videos or texts provided by the advertising agencies of the brands to the out-of-home user, often with a media agency or even a special intermediary in between, with content being alternately updated on one of the digital terminals Sequence of image content that must be constantly adapted to the wishes of the advertisers.
  • the object of the present invention is to provide an improvement or an alternative to the prior art.
  • this object solves a method for playing a playing surface of a DOOH advertising medium with advertising content of an outdoor advertiser by an operator, while operating a server by the operator, providing an access for the outdoor advertiser to the server over remote data transmission and accessing the advertising medium by the server, the server being connected to an operator-side database, on the server comprising portal software for access by and for interaction with the out-of-house user, game software for creating a game space application
  • the game software has access to the database, the database including mood content, namely, a plurality of mood lyrics, mood images, and / or mood clips; the operator side are provided and assigned to predetermined mood classes, the portal software from the outdoor advertiser receives its advertising content in the form of text, images and / or clips by means of data upload over the remote data transmission and stores in the database, the game software by means of a game algorithm 'plays a simulation for the play of the playing surface and thereby plays both the advertising content and mood content selected by the outdoor advertiser mood class, so that the outdoor advertiser is shown a preview of the game, which in the mood class selected by him and possibly others of him ergo selected parameters ibt, whereupon the recording of a release by the outdoor advertiser is transmitted to the advertising medium by means of the control software and reproduced there.
  • the database including mood content, namely, a plurality of mood lyrics, mood images, and / or mood clips
  • the portal software from the outdoor advertiser receives its advertising content in the form of text, images and
  • the implementation of the method should, if possible, be carried out fully automatically by the operator, or at least be able to take place. On the part of the operator, the method should therefore be feasible purely on the basis of the provided hardware and its networking, if possible, without human interaction on the part of the operator being necessary.
  • the "playing surface” is usually a display, with a display usually having a plurality of screen dots, for example a conventional screen or even large-format systems such as facade hangings, room dividers or other reproduction media.
  • the "playing area” is the area that can be individually controlled electronically, as a rule, this will be a rectangular area, although recently slightly curved, but in principle rectangular, displays have become more common with larger formats.
  • the "advertising content” should consist of text, images and / or clips.
  • a text is a simple string of any length.
  • An image is a digital storage of a two-dimensional image, for example in color or in black and white however, there is a digitally stored video.
  • the "outdoor advertiser” is the customer of the "operator”.
  • the operator provides the hardware and software for performing the method presented here.
  • the outdoor advertiser uses the system made available to him to transfer meaningful advertising content to the playing surfaces of the DOOH advertising media at his own discretion.
  • the method is already advantageous if only one playing surface of an advertising medium is to be recorded.
  • a large number of playing surfaces on an advertising medium is also conceivable or a multiplicity of playing surfaces on a large number of advertising media.
  • the "server” may be a physical server or a virtual server on a machine that includes software to virtualize other machines, or the server may be in one - physical or virtual machine - or distributed across multiple machines.
  • the "access" for the outdoor advertiser should be possible via a remote data transmission, in particular via an Internet connection
  • the outdoor advertiser calls an Internet site, which is placed by the operator on the Internet, so that the software runs in principle only on the server of the operator.
  • the software runs in principle only on the server of the operator.
  • the simulated playing of the playing surface can be reproduced locally on the computer of the outdoor advertiser in order to prevent possible distortions in the data transmission via the Internet. This makes sense especially if the outdoor advertiser has a slower internet connection.
  • the "database" may be on the server itself or on another machine.
  • the "portal software”, “game software” and “control software” can be one and the same computer program, but they can also be separate modules or separate programs.
  • the "mood content” contains a multitude of texts, images and / or video clips which are provided by the operator.The operator can also subsequently change these mood contents in various embodiments of the present invention incorporating a pre-defined and ongoing recording, but only as content that is created when the operator changes the mood content.
  • the “mood classes” are different scenarios for creating specific advertising environments. These advertising environments describe moods that match specific product groups. For example, a mood class "vital” can be provided, which will address above all the providers of products that are in the vital area, for example, for sportswear, outdoor travel, outdoor products, e-mobility, bicycles, car sharing, organic products for Nutrition, care and health, etc.
  • the operator stores images, text material or video material with motifs, for example from nature, in the database, matching these products.
  • the "game algorithm” contains a set of rules which defines which content should be called up and played with which properties in which way on the playing surface of the display in the outdoor advertising, so that in a simple variant it is merely a given display of special ones spatial and / or temporal boundaries within the playing area.
  • the "Preview of the recording” is a simulation of what can be seen there after release and uploading to the advertising medium.This is particularly easy with a two-dimensional advertising medium, because the computer screen of the outdoor advertiser when setting the Bespielung using the portal presented here in the In the case of a shape deviating from the two-dimensional plane of the playing surface, for example a spherical or otherwise curved playing surface, it is proposed that the method by means of the portal software and / or the game software either show the outdoor player a two-dimensional development of the playing surface or that the outdoor advertiser can look at the advertising medium from one or more different reality-simulated perspectives and the method by means of the portal software and / or the game software then shows him the display from this viewing direction "can be of various kinds and either change the general example program under all conditions or, for example, set conditions under which changes can occur or change. It is conceivable, for example, that the speed of the image sequence, the percentage relationship between advertising content and mood content in terms of time and / or space or area, the behavior on environmental influences
  • the control software After being released by the outdoor advertiser, the control software transmits the display to the advertising medium, whereby either the complete recording is transferred there or only a part of the data, whereupon the advertising medium can either retrieve the remaining data itself from the server or has already held it locally.
  • the process presented offers the agencies and outdoor advertisers themselves a self-organizing platform for outdoor advertising. As a result, existing footage from current campaigns can be processed system-specifically for the digital medium. This saves the advertisers time and effort.
  • Real-time image module management enables versatile interactions. For example, a direct connection to smartphones can be set up. The rules in the game software prevents the same sequence of images from appearing. Thus, the process constantly promises the viewer news, which increases the viewer's attention. The advertisement thus appears in a frame of very individual media design, which unites the observers in a target-group-specific manner. This type of content marketing enhances the impact of advertising.
  • the game software divides the playing surface into a strip and assigns a game plan for different sections on the strip.
  • the strip In the division of the strip into different sections of the strip is arranged in a preferred variant substantially horizontally, ie with a vertical extent, which is significantly less than the horizontal extent.
  • the different sections can then be made by a vertical Trennlinienschar.
  • the different sections do not have to be the same size.
  • the division can be complexed by one dimension when the game software divides the playing surface into a grid.
  • Advertising content and mood content can alternatively be overlaid on the game software either side by side or in layers.
  • the advertising messages may thereby be transported clearer.
  • the content of mood content can be better integrated into the advertising messages and thus the workload that the operator of collecting and creating the mood content has can be more easily absorbed by the outdoor advertiser and as part of his own advertising performance can appear. The added value of the system presented here is thereby increased.
  • the game software can control the display depending on the time of day, for example, make a brighter daytime, other Mood content einsteu- ern, for example, use a higher proportion of bright colors, faster image sequences during the day, use faster image sequences at night, another focus between use the different categories of mood content day or night, etc.
  • the game software can also control the display depending on local weather readings, either from self-acquired readings such as a temperature or precipitation sensor; Alternatively, the game software can retrieve corresponding weather data via the Internet.
  • the game software can incorporate current news into the game. These are preferably retrieved by a service provider who provides news.
  • the game software can either retrieve the messages centrally on the server and then distribute the messages to the various advertising media, or the advertising media can locally retrieve the requested message with messages from the service providers themselves.
  • the game software evaluates a video recording for specifying the recording, especially in real time.
  • a video camera is installed on an advertising medium, for example, the light signaling of a traffic light system of a road junction, the number of people on a sidewalk or on a public transport waiting station picking up people's clothing and so on.
  • an advertising medium for example, the light signaling of a traffic light system of a road junction, the number of people on a sidewalk or on a public transport waiting station picking up people's clothing and so on.
  • the game software can evaluate as parameters, for example, the outdoor advertiser a frame rate, a ratio for area and / or time from advertising content to mood content, individual links of content and / or a sequence of advertising content.
  • a frame rate is either a fixed frequency to understand in which images or other content change. Or a number of image changes are predefined over a defined period of, for example, one minute, ten minutes, half an hour, one hour, or over a different period of time. Within this range, however, the example software can let the individual image sequences be carried out more quickly or more slowly in order to achieve the given value overall. This brings even more variety in the game.
  • Content can also be linked individually.
  • the outdoor advertiser may specify that a particular video should always co-appear with a particular other video, or a particular sequence may be provided, such as when uploaded advertising content is to tell a story whose order should be preserved.
  • the game software can create the different parameters set by the outdoor advertiser. However, with a set of parameters set by the outdoor advertiser, the game software can not only play a concrete format of a playing surface, but can also play on other playing surfaces, especially if they have a different format, for example, are wider, higher, have a different spatial design, etc.
  • the once defined parameters can also be implemented in the different format Spiel inhabitbespielung so that the outdoor advertist can virtually play independently of the concrete advertising medium or its concrete playing surface with only one setting of parameter sets a variety of different playing surfaces ,
  • the game software preferably runs both on the server and locally on a computer in the advertising medium. It is also conceivable that the mood content, because there is no time pressure in this regard, are regularly mirrored by the server in the various advertising media, ie transferred there and stored there. A computer in the advertising medium then only needs the advertising content and the set parameters and is therefore able to perform the game designed by the game software off-line, so without a running data connection to the server. This ensures that even if a data connection fails, the advertising process continues seamlessly.
  • the game software may access a random advertiser for selecting advertising content of the one outdoor advertiser and / or for mood content. Even within a particularly complex game algorithm, monotony can be further avoided.
  • the portal software ie the software with which the outdoor advertiser has access to the server and makes its settings there, preferably creates a price calculation for the outdoor advertiser on the basis of the advertising content loaded by him on the server and the parameters selected by him.
  • the outdoor advertiser thus immediately has a good overview of the costs incurred by him when ordering the Bespielung. It is conceivable, for example, that with a higher proportion of advertising contents to mood content the price increases or that a higher price is incurred when setting a higher brightness or when setting the reference of third-party data such as weather data or message data.
  • the portal software uploads advertising content from the outdoor advertiser, the data is more preferably stored by the portal software in the database.
  • control software send the video to the advertising medium as video stream.
  • the advertising medium can then play back the video stream without having to have significant own computing power.
  • a complete video file of the recording can be sent for local access in order to be locally stored and reproduced in the advertising medium.
  • the driving software sends the advertising content and the mood content to the advertising medium for local access, which need not be done together, and sends parameters for playback either during the game or also for local access.
  • the recording continues locally, even if the data connection to the server should not be available.
  • the stated object solves a method for feeding advertising content into the playing surface of a DOOH advertising medium by an outdoor advertiser, wherein the outdoor advertiser connects to an operator's server and communicates with the server in a process such as standing described interacts.
  • This aspect of the invention relates to the behavior of the outdoor advertiser, ie a user of the method described above.
  • the object is achieved by a DOOH advertising medium system with a server and an advertising medium having a gaming area, the server being set up to carry out the method according to one of the preceding claims.
  • the advertising medium may, for example, have a spherical or at least strongly curved appearance, as disclosed in the unpublished German patent application 10 2014 019 389.6.
  • FIG. 2 shows by way of example an advertising content in the form of four images which can be uploaded by an outdoor advertiser (the reproduced photographic material and the reproduced trademark "Jack Wolfskin” being used only for the purpose of illustration Use of promotional material currently available on public television, expressly without any claim to ownership of the visual material and the brand),
  • Fig. 3 shows schematically the structure of the system according to the invention.
  • FIG. 4 shows, by way of example, an arrangement of various possible planes of mood images on sections in the strip from FIGS. 1 and 2.
  • the rectangular playing surface 1 in FIG. 1 is, for example, the development of a cylinder jacket surface which serves as a playing surface on a cylindrical DOOH advertising medium.
  • the game software of the method presented here divides the playing surface 1 into different sections, namely a first section 2, a second section 3, a third section 4, a fourth section 5, a fifth section 6, etc.
  • the sections 2 to 6 are simply as Divided unidimensional sections along a Hauptterstre- ckungscardi 7 of the playing surface. Thus, each of the sections 2 to 6 is also rectangular.
  • the portal software visually displays the available sections of the playing surface 1 in an upload portal 8 (see Fig. 2) to the outdoor advertiser.
  • the picture contents come from a mood class already selected by the outdoor advertiser in a previous step, for example the mood class "outdoor activities”. Vitality "or similar.
  • the outdoor advertiser loads in the upload portal 8 in the example provided here four advertising content on the server, namely a first image 9, a second image 10, a third image 1 1 and a fourth image 12th
  • the game software builds the uploaded images 9 to 12 with advertising content in the sections 2 to 6 of the playing surfaces 1 and thereby comes to a mixed Bepielung 13th
  • the fourth image 12 is played back regularly.
  • the first image 9, the second image and the third image 1 1, each with advertising content, are shown adapted to the different sections 2 to 6 and mixed with the mood images of the set mood class.
  • the image modules of the mood content, as well as the video clips and the texts of the mood content, are assigned certain characteristics which are stored in the data volume. This profiling describes the emotional-creative characteristics of the content, which can be assigned to different moods. In a simpler version, which does not require tagging, the content of the mood can simply be manually grouped by the operator of the server into appropriate classes.
  • the outdoor advertiser may also use the portal software to make a selection of the mood content of his mood scenario provided, if he does not - as would normally be the case - want to give the server or the game software access to all mood material in this class.
  • the advertising content uploaded by the outdoor advertiser can also be given its own profiling, which regulates its behavior and determines how these advertising contents are embedded in the advertising environment in a process-based manner, for example only as short pictures, as long-lasting pictures, with or without crossfading etc.
  • the outdoor advertiser can now see in the upload portal 8 the game program calculated by the game software and recognize in a real-time simulation how his advertising mixes with the advertising environment. He can now coordinate details for the appearance with the operator of the service. In this case, for example, the following are available to him as parameters: the alternating frequency of the images, the quantity ratio of the advertising images to the advertising environment, a combination of specific advertising images to specific images of the advertising environment and / or a dramaturgical sequence of the advertising images.
  • the structure of the system see Fig.
  • a profiling device for all media modules is present and in which also the establishment of the rules is present, which images the two databases in real time, with a first database 16 containing the advertising content uploaded by a plurality of out-of-home advertisers, here, for example, a first brand 17, a second brand 18, and a third Brand 19, wherein for each brand 17, 18, 19 photos, videos and / or texts can be present and usually the other set parameters are stored.
  • various advertising environments are stored which are assigned to mood classes, here for example a first mood class 21, a second mood class 22 and a third mood class 23, wherein in each mood class photos, videos, colors, texts and / or further parameters may be included.
  • the website 15 of the operator which the out-user can access, shows a simulated playing surface 24 for the ultimately designated playing area on the advertising medium, whereby the simulated output of the planned game takes place at the front-end of the website, as well as the use of the game software would create.
  • This display can now be shared by the outdoor advertiser, and the video is preferably transmitted directly to the advertising medium.
  • the strip-like playing surface of Figures 1 and 2 can be recorded, for example, with several levels, here as an example of a first level 25, a second level 26 and a third level 27 for mood content shown.
  • the advertising content can also be displayed in different levels that can be superimposed on one another.
  • soft fading between the various contents of each section is desirable.
  • the presented method achieves a novel digital culture for the digital operation of outdoor advertising.
  • the new culture frees itself from the previously familiar directions of self-contained content and enables a fluid communication of brand strategies that can even respond in real time to the perception of the viewer.
  • the presented procedure organizes the operation of a digital advertising medium in a novel way.

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Abstract

L'invention concerne un procédé pour enregistrer un contenu publicitaire d'un publicitaire extérieure sur une surface de jeu d'un support publicitaire DOOH par un fournisseur et ce par le fait de faire fonctionner un serveur par le fournisseur tout en mettant à disposition un accès au serveur pour le publicitaire extérieure via une télétransmission de données et un accès du serveur au support publicitaire, le serveur étant connecté à une base de données côté fournisseur. Un logiciel de portail pour l'accès par le publicitaire extérieure et l'interaction avec cette dernière, un logiciel de jeu pour élaborer un enregistrement pour la surface de jeu et un logiciel de commande pour la commande du support publicitaire portant la surface de jeu sont exécutés sur le serveur et le logiciel de jeu a accès à la base de données.
PCT/DE2016/000113 2015-03-16 2016-03-16 Procédé pour la reproduction et l'injection de contenus publicitaires sur un affichage d'un support publicitaire dooh et installation de moyen publicitaire dooh WO2016146098A1 (fr)

Priority Applications (1)

Application Number Priority Date Filing Date Title
DE112016006590.6T DE112016006590A5 (de) 2015-03-16 2016-03-16 Verfahren zur wiedergabe und zum einspeisen von werbeinhalten auf einer anzeige eines dooh-werbemediums und dooh-werbemittelanlage

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
DE102015003249 2015-03-16
DE102015003249.6 2015-03-16

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WO2016146098A1 true WO2016146098A1 (fr) 2016-09-22

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Citations (4)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20080140527A1 (en) * 2006-06-28 2008-06-12 Vmn, L.P. Media network
US20100318430A1 (en) * 2007-05-11 2010-12-16 Jose Carlos Rebelo Norte Operating method for shared publicity
US20110282727A1 (en) * 2010-05-14 2011-11-17 Minh Phan Content management in out-of-home advertising networks
EP2704085A1 (fr) * 2012-08-31 2014-03-05 LG Electronics, Inc. Serveur de service de publicité et dispositif de signalisation numérique

Patent Citations (4)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20080140527A1 (en) * 2006-06-28 2008-06-12 Vmn, L.P. Media network
US20100318430A1 (en) * 2007-05-11 2010-12-16 Jose Carlos Rebelo Norte Operating method for shared publicity
US20110282727A1 (en) * 2010-05-14 2011-11-17 Minh Phan Content management in out-of-home advertising networks
EP2704085A1 (fr) * 2012-08-31 2014-03-05 LG Electronics, Inc. Serveur de service de publicité et dispositif de signalisation numérique

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