WO2018083469A1 - Smart display system - Google Patents

Smart display system Download PDF

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Publication number
WO2018083469A1
WO2018083469A1 PCT/GB2017/053292 GB2017053292W WO2018083469A1 WO 2018083469 A1 WO2018083469 A1 WO 2018083469A1 GB 2017053292 W GB2017053292 W GB 2017053292W WO 2018083469 A1 WO2018083469 A1 WO 2018083469A1
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WO
WIPO (PCT)
Prior art keywords
content
mobile device
display system
smart display
operable
Prior art date
Application number
PCT/GB2017/053292
Other languages
French (fr)
Inventor
Mohammed Abdul ALIM
Mohammed Shahzad MUGHAL
Original Assignee
Admoments Holdings Limited
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 Admoments Holdings Limited filed Critical Admoments Holdings Limited
Publication of WO2018083469A1 publication Critical patent/WO2018083469A1/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
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • 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
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0267—Wireless devices

Definitions

  • the present invention relates to a smart display system.
  • the present invention relates to a smart display system for displaying content related to characteristics of a mobile device.
  • One example of this is a screen which, once a person is within a certain radius of the screen in question, sends an advert (which is usually related to the advert shown on the screen) to a person's mobile device, usually through an application already on the device.
  • This additional advert helps to draw more attention to the screen.
  • the problem with such methods is that the advertisements sent tend to be quite general in nature, since they are going to every mobile phone in a given area. Such general adverts can be treated as spam by the user of a mobile phone and either be ignored or deleted. If a user does not find an advert to be relevant to them, then sending the additional advert can even have a negative impact on the user's perception of the product and/or brand advertised.
  • a smart display system comprising: a detection unit operable to detect mobile devices within an area, a device identification unit operable to identify characteristics associated with detected mobile devices, a device ranking unit operable to rank the detected mobile devices based on the identified characteristics and a display screen operable to display content related to the identified characteristics of the top ranked mobile device.
  • the content which would be displayed would be relevant to a particular mobile device, it can be personalised to the user of said mobile device.
  • the content would therefore be more targeted, which tends to be more appreciated by a user and so more attention would be paid to the content.
  • ranking the mobile devices by identified characteristics would allow advertisers to select for devices with particular characteristics which are of interest.
  • the smart display system may comprise a communications unit operable to transmit content to the top ranked mobile device.
  • the communications unit may be operable to receive signals from the top ranked mobile device.
  • the content displayed and/or transmitted may be visual content, audio content or audio-visual content including moving images.
  • the content transmitted may be associated with the content displayed on the display screen.
  • the signals from the mobile device may be a result of interactions with the content transmitted.
  • the display screen may be operable in response to a signal received from the top ranked mobile device to alter the content displayed.
  • the detection unit may be operable in response to a signal received from top ranked mobile device to remove the top ranked mobile device from the list of detected mobile devices.
  • the smart display system may comprise a memory storage unit operable to store a library of items of content. Each stored item of content may comprise content for display on the display screen and/or content for transmission to a top ranked mobile device.
  • the memory storage unit may be operable to create and store a record of the interactions of a detected mobile device with the system. The record of the interactions of a detected mobile device with the system may be one of the identified characteristics of the mobile device.
  • the smart display system may comprise at least one authorised device operable to add, remove and/or alter items of content stored on the library.
  • the or each authorised device may be operable to access at least part of the record of the interactions of a detected mobile device with the system.
  • Advertisers can therefore add items of content to, remove items of content from or alter items of content on the system as and when necessary. This allows advertisers to alter their advertising campaigns in real time in response to a campaign's success or failure. In addition, recording and viewing a record of interactions allows an advertiser to note how a user of a particular mobile device interacts with the system and/or how successful particular items of content are.
  • the or each item of content may have an associated set of characteristics.
  • the smart display system may comprise a content identification unit operable to identify the or each item of content for which at least one of the associated set of characteristics matches a corresponding identified characteristic of any of the detected mobile devices.
  • the smart display system may comprise a content ranking unit operable to rank the identified items of content in order based on advertising characteristics associated with each item of content.
  • the advertising characteristics may include one or more of the following: maximum bid per use, maximum budget per day, maximum impressions per person and/or maximum impressions remaining per use per person.
  • the values of the advertising characteristics may be dependent upon the identified characteristics of the detected mobile devices. An advertiser can therefore adjust the amount they are willing to pay for their item of content to be displayed and/or transmitted, depending on how relevant the characteristics of a mobile device are to them. This allows advertisers to increase the chances of their item of content being seen by and/or transmitted to particular target groups of users which they are interested in, increasing the advertising campaign' s effectiveness.
  • the device ranking unit may be operable to assign different weightings to different identified characteristics of a detected mobile device, the weighting assigned to a particular identified characteristic determining the effect the identified characteristic will have on the ranking of the detected mobile device. Additionally or alternatively, the device ranking unit may be operable to rank the detected mobile devices based only on the identified characteristics which match the set of characteristics of the top ranked identified item of content.
  • the item of content displayed on the display screen and/or transmitted to the top ranked mobile device may comprise the top ranked item of content.
  • the set of characteristics associated with the or each item of content may comprise target demographics.
  • the or each item of content may comprise an advertisement.
  • the or each item of content may comprise an offer for a product and/or service.
  • the or each item of content may have an associated time limit in which to use the offer.
  • the or each item of content may also comprise a code which can be scanned to use the offer. The expiry of the time limit may result in the code being concealed.
  • the code may comprise a barcode and/or a QR code. Transmitting an offer with an associated time limit to a user's mobile device increases the chances of the user entering a relevant store so as to use the offer, since otherwise the offer will expire.
  • the smart display system may comprise one or more redetection units operable to redetect mobile devices which have previously been detected by the detection unit and which are an in a second, different, area.
  • the smart display system may comprise one or more comparison units operable to compare any items of content on the or each redetected mobile device with an associated list of designated items of content and identify matching items of content on the or each redetected mobile device.
  • the or each comparison unit may be associated with a respective redetection unit.
  • the smart display system may comprise one or more modification units operable to modify the or each matching items of content found on the or each redetected mobile device.
  • the or each modification unit may modify the or each matching item of content on the or each redetected mobile device by resetting and/or extending the associated time limit.
  • the or each modification unit may be associated with a respective pair of redetection and comparison units.
  • the or each redetection unit may comprise a proximity beacon, one suitable example of a proximity beacon being promoted under the trade mark name ibeacon.
  • the or each authorised device may be operable to alter the list of designated items of content.
  • the list of designated items of content may be altered by removing and/or adding items of content. Additionally or alternatively, the or each authorised device may be operable to specify how designated items of content are modified by the modification unit.
  • the second, different, area may comprise a store, an area of a store and/or an area of a shopping centre.
  • the redetection, comparison and modification units may allow for the time limits of an offer to be extended once a mobile device on which the offer is on enters a shop or an area of a shop (e.g. the tills). This can enable a user to have more time to browse in the shop before using the offer, which increases the chances of additional purchases being made.
  • the smart display system may comprise a first housing for containing the display screen.
  • the first housing may also contain any of the detection unit, the device identification unit, the device ranking unit and/or the communications unit.
  • the smart display system may comprise a second housing for containing the detection unit.
  • the second housing may be attached to the first housing.
  • the second housing may be positioned to be separate from the first housing.
  • the smart display system may comprise a smart display unit comprising the display screen and the first housing.
  • the smart display unit may also comprise the detection unit, the device identification unit, the device ranking unit and/or the communications unit.
  • the smart display system may comprise a server.
  • the memory storage unit may be provided on the server.
  • the server may be in communication with the smart display unit.
  • the device identification unit, device ranking unit and/or communications unit may also be provided on the server.
  • the or each comparison unit and/or modification unit may be provided on the server.
  • the server may be in communication with the or each redetection unit.
  • the detection unit may comprise a proximity beacon.
  • a proximity beacon is promoted under the trade mark name ibeacon.
  • the smart display unit may be an electronic billboard. Additionally or alternatively, the smart display unit may be an electronic wall display.
  • the or each mobile device may be a phone, tablet, laptop computer, desktop computer, media player or the like. Additionally or alternatively, the or each authorised device may be a phone, tablet, laptop computer, desktop computer, media player or the like.
  • the identified characteristics of a detected mobile device may include any one or more of the following: the presence of a specified application, details of any user identities associated with the detected mobile device, the size of a social media following associated with any user identities and/or the number of contacts on a social media application associated with any user identities.
  • the record of interactions may include any one or more of the following: occasions on which a mobile device is detected and/or redetected, items of content displayed and/or transmitted to a mobile device and/or offers used after transmission to a mobile device.
  • the smart display system may comprise a camera operable to capture an image of the user of the top ranked mobile device.
  • the smart display system may comprise an image recognition unit operable to analyse the image to identify characteristics of the user's clothes. Alternatively or additionally, the camera may be operable to slice the image into separate parts and the image recognition unit may be operable to analyse the separate parts of the image.
  • the first or second housing may contain the camera.
  • the smart display system may comprise a third housing for containing the camera.
  • the third housing may be attached to the first housing.
  • the third housing may be positioned to be separate from the first housing.
  • the or each housing may comprise a face.
  • the display screen, detection unit and/or camera may be positioned within the face of the housing containing it so as to be exposed.
  • the or each face may comprise a transparent section through which the display screen, detection unit and/or camera is visible.
  • the or each transparent section may comprise glass and/or plastic.
  • the or each housing is waterproof and/or weatherproof.
  • the or each housing may be freestanding or wall mounted.
  • the detection unit may have a field of view, wherein the detection unit only detects mobile devices within its fields of view.
  • the camera may have a field of view, wherein the camera only captures images within its field of view.
  • the detection unit and/or camera may be positioned so that their respective fields of view overlap.
  • the smart display system may be operable to ignore characteristics in the captured image outside the overlap.
  • the overlap encompasses an area in front of the face of the first housing.
  • the smart display system may be operable to instruct the top ranked user to position themselves in the overlap. Having the fields of view overlap, and ignoring characteristics outside the overlap, results in there being an area in which the top ranked user can position themselves so as to ensure that the characteristics identified are relevant to them.
  • the content displayed on the display screen and/or transmitted to the top ranked mobile device may comprise an advertisement and/or offer for clothing with similar characteristics to the identified characteristics of the user's clothes.
  • the identified characteristics of the user's clothes may include any one or more of the following: the type of clothing, the brand, the style and/or the colour.
  • the camera and analysis unit allow for adverts to be targeted based on the style of clothing of a user of a mobile device. This increases the chances of the adverts being found to be relevant to the user of the mobile device.
  • a smart content system comprising a detection unit operable to detect mobile devices in an area, a communications unit operable to transmit at least one item of content to at least one detected mobile device, a redetection unit operable to redetect mobile devices which have previously been detected by the detection unit and which are an in a second, different, area, a comparison unit operable to compare any items of content on the or each redetected mobile device with an associated list of designated items of content and identify matching items of content on the or each redetected mobile device and a modification unit operable to modify the or each matching item of content found on the or each redetected mobile devices.
  • the smart content system allows, for example, for a time limit associated with an offer comprising an item of content to be extended once a mobile device on which the offer is on enters a shop or an area of a shop (e.g. the tills). This can enable a user to have more time to browse in the shop before using the offer, which increases the chances of additional purchases being made.
  • the smart content system as of the second aspect of the present invention may incorporate any or all features of the system of the first aspect of the present invention, as desired or as appropriate.
  • a method of displaying relevant content comprising the steps of: a) providing a smart display system according to the first aspect of the present invention;
  • the content displayed is relevant to a particular mobile device, it can be personalised to the user of said mobile device.
  • the content is therefore more targeted, which tends to be more appreciated by a user and so more attention is paid to the content.
  • ranking the mobile devices by identified characteristics allows devices with particular characteristics which are of interest to advertisers to be selected for.
  • the method of the third aspect of the present invention may incorporate any or all features of the systems of the first and second aspect of the present invention, respectively, as desired or as appropriate.
  • a method of modifying relevant content comprising the steps of: a) providing a smart content system according to the second aspect of the present invention;
  • the above method allows, for example, for a time limit associated with an offer comprising an item of content to be extended once a mobile device on which the offer is on enters a shop or an area of a shop (e.g. the tills). This can enable a user to have more time to browse in the shop before using the offer, which increases the chances of additional purchases being made.
  • the method of the fourth aspect of the present invention may incorporate any or all features of the systems of the first and second aspect of the present invention, respectively, and/or any or all features of and the method of the third aspect of the present invention, as desired or as appropriate.
  • Figure 1 is a schematic block diagram of an electronic billboard according to the present invention.
  • Figure 2 is a schematic block diagram of a smart display system according to the present invention.
  • the smart display system 1 comprises an electronic billboard 2, which comprises a housing with a display screen 3 on its front face and a built-in proximity beacon 4.
  • the smart display system 1 also comprises a server 5.
  • the proximity beacon 4 in the electronic billboard 2 broadcasts a unique ID code within its field of view via a suitable beacon protocol such as Bluetooth low energy, which is received by mobile devices 6 within an area 19 around the electronic billboard 2.
  • a mobile device 6 typically a mobile phone, tablet, laptop, media player or the like
  • receives the ID broadcast by the proximity beacon 4 one of two things occurs. If the mobile device 6 contains an application designed to work with the smart display system 1, the application sends the ID on to the server 5.
  • the application will direct the mobile device 6 to send the ID, via its cellular or wireless network connection, to a communications unit 9 on the server 5. If, alternatively, the mobile device 6 does not have such an application, the ID directs the mobile device 6 to a relevant application for it to download. If downloaded, the application then directs the mobile device 6 to send the ID on to the server 5.
  • the application can be one specifically designed for use with the smart display system 1, or it can be a third party application (e.g. an advertiser's or local store's application) which has been enabled to work with the smart display system 1.
  • a device identification unit 7 on the server 5 requests the respective mobile device's identifying information from the application.
  • the identifying information can include information from social media accounts associated with the mobile device 6, such as name of user of associated account, pictures and number of friends/followers/connections.
  • the user of the mobile device 6 sets what identifying information should be shared by the application when the application is downloaded and configured.
  • the identifying information each mobile device 6 sends to the server 5 is used by the device identification unit 7 to create a set of identified characteristics for each mobile device 6.
  • the identified characteristics for a mobile device also include details from a record of the previous interactions said mobile device 6 has had with the smart display system 1.
  • the device ranking unit 8 uses the identified characteristics supplied by each mobile device 6 to rank the mobile devices 6 in order.
  • the ranking order of a particular mobile device 6 is based on how much the identified characteristics match the characteristics associated with a selected item of content.
  • the characteristics associated with a selected item of content represent the particular demographics which the item of content is intended for, and can include gender, age and interests of a target user, their purchasing history and the stores they have entered in the past. Therefore the more the identified characteristics for a particular mobile device 6 match the associated characteristics of a selected item of content, the higher the ranking of the mobile device 6.
  • each matching identified characteristic is weighted by assigning a value to it, representing its importance. For each mobile device 6 the respective weightings are added up, and the mobile device 6 with the highest combined weighting becomes the top ranked mobile device 6.
  • the selected item of content is then displayed on the display screen 3, and in a preferred embodiment also transmitted to the mobile device 6 via the communications unit 9.
  • the item of content can also be personalised to the top ranked mobile device 6 based on the identified characteristics provided, including displaying the user's picture and/or name.
  • the selected item of content is chosen from a library of items of content on the server 5, the library being stored in a memory storage unit 10.
  • the items of content are added to the library by advertisers wishing to use the smart display system 1.
  • the advertiser also sets the associated characteristics, and the weighting values to be assigned to any matching identified characteristics, when adding the item of content to the library.
  • the items of content are created on authorised devices 11, which can include smart phones, tablets, laptops or desktop computers with an application on for creating and managing an advertisers' items of content. Created items of content are then uploaded to the library via the authorised device 11.
  • a content identification unit 12 on the server 5 considers the identified characteristics of each detected mobile device 6. Any items of content with associated characteristics which match any identified characteristics of any of the detected mobile devices 6 are identified.
  • a content ranking unit 13 on the server 5 then ranks the identified items of content using a live bidding system, wherein each item of content has an associated bid.
  • the value of the bid for each item of content is based on associated advertising characteristics set by the advertiser, which include the maximum bid per use, maximum budget per day, maximum impressions per person and/or maximum impressions remaining per use per person.
  • the bid value for an item of content is also based on how many identified characteristics for any mobile device 6 match the associated characteristics of the particular item of content.
  • the item of content with the highest bid is chosen as the selected item of content, and if and when the item of content is displayed on the display screen 3, and preferably also transmitted to a top ranked mobile device 6, the advertiser is charged the value of the next highest bid plus 1 pence (e.g.
  • the advertiser of the top ranked item of content will be charged 7 pence when the top ranked item of content is displayed and/or transmitted).
  • the user of the top ranked mobile device 6 is presented with a notification to interact with the item of content via the application. If the user chooses to interact, they may open the application and view the advertisement and/or offers comprising the item of content. In a preferred embodiment, they can then select an advertisement or offer which is of interest to them. If the item of content is viewed and found not to be of interest, the user can choose to move on to the next item of content in the ranking order.
  • the application requests that the server send this new item of content, which is then displayed on the display screen 3 and transmitted to the top ranked mobile device 6. The user may then continue to view new items of content, proceeding down the ranking order list.
  • the top ranked mobile device is removed from the list of detected mobile devices 6. If this happens, the new list of detected mobile devices 6 is used to select a new item of content (via live bidding), and then the newly selected item of content is used to re-rank the detected mobile devices 6. This process also occurs if the user decides not to interact with the item of content, either by actively rejecting the associated notification, moving out of the range of the proximity beacon 4 or by not responding to the application in a given time period.
  • a mobile device 6 that has been removed from the list of detected mobile devices 6 is detected again by the system 1, it will not be re-added to the list of detected mobile devices 6 until a given time period (e.g. 24 hours) has passed.
  • a given time period e.g. 24 hours
  • the application on the top ranked mobile device 6 also gives the option of displaying offers and/or advertisements based on the clothing the user of the mobile device 6 is wearing. If this option is selected, the application gives the user instructions to move to directly in front of the electronic billboard 1, within 5 metres of the display screen 3.
  • the server 5 also instructs the display screen 3 to display similar instructions on moving into the correct position. Once the user is in position, they interact with the application to indicate that this is the case.
  • a camera 14 built into the billboard 2 then takes a picture of its field of view, which includes the user. In a preferred embodiment, the camera 14 slices the resulting image into separate parts, so that each part shows a single item of clothing.
  • the fields of view of the camera 14 and the proximity beacon 4 overlap in the position to which the system 1 indicated the user of the top ranked mobile device 6 should move.
  • the image (or part of the image) are sent to the server 5 to be analysed by an image recognition unit 15.
  • the image recognition unit 15 analyses each item of clothing to determine its identifying features, including brand, colour, style and type of clothing.
  • the image recognition unit 15 searches the memory storage unit 10 for items of content which comprise advertisements and/or offers for clothing with similar or matching identifying features.
  • the most relevant item of content is then displayed on the display screen 3 and/or transmitted to the mobile device 6.
  • the user can interact with the item of content via the application on the mobile device 6 by selecting any offers or advertisements of interest. If the item of content is not of interest to the user, the user can indicate this via the application and the server 5 will respond by displaying and/or transmitting the next most relevant item of content instead.
  • the display screen 3 will display a general item of content, which comprises a range of offers available for any user who downloads the relevant application while in range of the electronic billboard 2.
  • the item of content displayed and transmitted to their mobile device 6 will comprise this range of offers, which can then be selected from.
  • the offer or advertisement is displayed by the application. The displayed offer or advertisement specifies the product or products to which it applies, the name of the stores it is relevant to and the location of said stores.
  • the application displays a barcode which can be scanned by an employee in a relevant store when making a purchase.
  • each offer has a time limit associated with it which starts when the offer is selected. If this time limit expires before the offer is redeemed, the barcode is concealed to prevent use of the offer. This time limit encourages the user of the mobile device 6 to proceed straight to a relevant store and redeem the offer.
  • a second proximity beacon 16 is set up.
  • This beacon 16 can be set up to cover any area of the store, including the doors of the store or the tills.
  • a mobile device 6 enters the area of the store in which the proximity beacon 16 resides, it receives the ID broadcast by the beacon 16.
  • the application on the mobile device 6 sends the ID on to the server 5, which redetects the mobile device 6 in this new area.
  • a comparison unit 17 on the server 5 requests the application provide a list of any items of content (including offers) stored on the mobile device 6. Once this list is provided, the comparison unit 17 compares this list with a list of designated items of content found on the memory storage unit 10 of the server 5.
  • any matching items of content are modified by a modification unit 18 on the server so that the time limits associated with their offers are restarted or extended. This results in a user of the mobile device 6 having more time in the store to browse before needing to redeem the offer.
  • each store with a proximity beacon 16 in has its own associated list of designated items of content. Items of content are added to or taken from the respective list of designated items of content by a store manager, via an authorised device 11. The store manager can also set how long to extend the time limit by for each designated item of content via the authorised device 11.
  • a record of each interaction each detected mobile device 6 has with the smart display system 1 is made by the system 1 and stored on the memory storage unit 10. This record includes the times, dates and locations of each detection and/or redetection event, the items of content displayed and/or transmitted to each mobile device 6, the offers and/or advertisements selected via each mobile device 6 and the offers redeemed via each mobile device 6. The record of previous interactions can then be used to help rank the items of content and/or detected mobile devices 6, as part of the identified characteristics of a mobile device 6.
  • the record of previous interactions can also be accessed by an authorised device 11, and can used, for example, by a store manager or shopping centre manager to help determine information such as footfalls in an area of a store or near an electronic billboard 1, to track a particular user in store and/or to determine which offers and/or advertisements are effective.

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Abstract

A smart display system (1) comprising: a detection unit (4) operable to detect mobile devices (6) within an area (19), a device identification unit (7) operable to identify characteristics associated with detected mobile devices (6), a device ranking unit (8) operable to rank the detected mobile devices (6) based on the identified characteristics and a display screen (3) operable to display content related to the identified characteristics of the top ranked mobile device (6). A communications unit (9) is operable to transmit content to the top ranked mobile device (6). A memory storage unit (10) is operable to create and store a record of the interactions of a detected mobile device with the system. The record of the interactions of a detected mobile device with the system (1) is one of the identified characteristics of the mobile device (6).

Description

Smart Display System
Technical Field of the Invention
The present invention relates to a smart display system. In particular, the present invention relates to a smart display system for displaying content related to characteristics of a mobile device.
Background to the Invention
In many public spaces advertising billboards and displays have been or are being replaced by digital advertising screens. These digital advertising screens allow for multiple adverts to be displayed on the screen during the same period, the screen cycling through the various adverts in a slide show fashion. The screens also allow for different adverts to be removed from or added to the cycle relatively quickly and easily once one advertising campaign ends and another begins. The nature of the medium also allows for advertisements to have video and/or audio elements, rather than just comprising a still image. It is advantageous in advertising if an advert is more likely to draw the publics' attention. One example of this is a screen which, once a person is within a certain radius of the screen in question, sends an advert (which is usually related to the advert shown on the screen) to a person's mobile device, usually through an application already on the device. This additional advert helps to draw more attention to the screen. However, the problem with such methods is that the advertisements sent tend to be quite general in nature, since they are going to every mobile phone in a given area. Such general adverts can be treated as spam by the user of a mobile phone and either be ignored or deleted. If a user does not find an advert to be relevant to them, then sending the additional advert can even have a negative impact on the user's perception of the product and/or brand advertised.
It is therefore an object of the present invention to provide a smart display system that at least partially overcomes or alleviates the above problems. Summary of the Invention
According to the present invention there is provided a smart display system comprising: a detection unit operable to detect mobile devices within an area, a device identification unit operable to identify characteristics associated with detected mobile devices, a device ranking unit operable to rank the detected mobile devices based on the identified characteristics and a display screen operable to display content related to the identified characteristics of the top ranked mobile device.
Since the content which would be displayed would be relevant to a particular mobile device, it can be personalised to the user of said mobile device. The content would therefore be more targeted, which tends to be more appreciated by a user and so more attention would be paid to the content. In addition, ranking the mobile devices by identified characteristics would allow advertisers to select for devices with particular characteristics which are of interest.
The smart display system may comprise a communications unit operable to transmit content to the top ranked mobile device. The communications unit may be operable to receive signals from the top ranked mobile device.
The content displayed and/or transmitted may be visual content, audio content or audio-visual content including moving images. The content transmitted may be associated with the content displayed on the display screen The signals from the mobile device may be a result of interactions with the content transmitted. The display screen may be operable in response to a signal received from the top ranked mobile device to alter the content displayed. Additionally or alternatively, the detection unit may be operable in response to a signal received from top ranked mobile device to remove the top ranked mobile device from the list of detected mobile devices.
Transmitting content to a mobile device and receiving signals in response allows for a level of interaction between the user of the mobile device and the smart display system. Having content which can be interacted with increases the chances of the user of the top ranked mobile device stopping to view the content displayed, which would increase the chances of any advert being successful. In addition, if a user is not interested in the content they can reject it and the system can move on to the next detected mobile device in the queue, rather than wasting anymore time. The smart display system may comprise a memory storage unit operable to store a library of items of content. Each stored item of content may comprise content for display on the display screen and/or content for transmission to a top ranked mobile device. The memory storage unit may be operable to create and store a record of the interactions of a detected mobile device with the system. The record of the interactions of a detected mobile device with the system may be one of the identified characteristics of the mobile device.
The smart display system may comprise at least one authorised device operable to add, remove and/or alter items of content stored on the library. The or each authorised device may be operable to access at least part of the record of the interactions of a detected mobile device with the system.
Advertisers can therefore add items of content to, remove items of content from or alter items of content on the system as and when necessary. This allows advertisers to alter their advertising campaigns in real time in response to a campaign's success or failure. In addition, recording and viewing a record of interactions allows an advertiser to note how a user of a particular mobile device interacts with the system and/or how successful particular items of content are.
The or each item of content may have an associated set of characteristics. The smart display system may comprise a content identification unit operable to identify the or each item of content for which at least one of the associated set of characteristics matches a corresponding identified characteristic of any of the detected mobile devices.
Items of content will therefore only be displayed and/or transmitted to a mobile device which has characteristics an advertiser is interested in. This results in more cost- effective advertising campaigns.
The smart display system may comprise a content ranking unit operable to rank the identified items of content in order based on advertising characteristics associated with each item of content. The advertising characteristics may include one or more of the following: maximum bid per use, maximum budget per day, maximum impressions per person and/or maximum impressions remaining per use per person. The values of the advertising characteristics may be dependent upon the identified characteristics of the detected mobile devices. An advertiser can therefore adjust the amount they are willing to pay for their item of content to be displayed and/or transmitted, depending on how relevant the characteristics of a mobile device are to them. This allows advertisers to increase the chances of their item of content being seen by and/or transmitted to particular target groups of users which they are interested in, increasing the advertising campaign' s effectiveness.
The device ranking unit may be operable to assign different weightings to different identified characteristics of a detected mobile device, the weighting assigned to a particular identified characteristic determining the effect the identified characteristic will have on the ranking of the detected mobile device. Additionally or alternatively, the device ranking unit may be operable to rank the detected mobile devices based only on the identified characteristics which match the set of characteristics of the top ranked identified item of content.
The item of content displayed on the display screen and/or transmitted to the top ranked mobile device may comprise the top ranked item of content.
The set of characteristics associated with the or each item of content may comprise target demographics.
The or each item of content may comprise an advertisement. Alternatively or additionally the or each item of content may comprise an offer for a product and/or service. The or each item of content may have an associated time limit in which to use the offer. The or each item of content may also comprise a code which can be scanned to use the offer. The expiry of the time limit may result in the code being concealed. The code may comprise a barcode and/or a QR code. Transmitting an offer with an associated time limit to a user's mobile device increases the chances of the user entering a relevant store so as to use the offer, since otherwise the offer will expire.
The smart display system may comprise one or more redetection units operable to redetect mobile devices which have previously been detected by the detection unit and which are an in a second, different, area.
The smart display system may comprise one or more comparison units operable to compare any items of content on the or each redetected mobile device with an associated list of designated items of content and identify matching items of content on the or each redetected mobile device. The or each comparison unit may be associated with a respective redetection unit.
The smart display system may comprise one or more modification units operable to modify the or each matching items of content found on the or each redetected mobile device. When the or each designated item of content comprises an offer with an associated time limit, the or each modification unit may modify the or each matching item of content on the or each redetected mobile device by resetting and/or extending the associated time limit. The or each modification unit may be associated with a respective pair of redetection and comparison units.
The or each redetection unit may comprise a proximity beacon, one suitable example of a proximity beacon being promoted under the trade mark name ibeacon.
The or each authorised device may be operable to alter the list of designated items of content. The list of designated items of content may be altered by removing and/or adding items of content. Additionally or alternatively, the or each authorised device may be operable to specify how designated items of content are modified by the modification unit.
The second, different, area may comprise a store, an area of a store and/or an area of a shopping centre. The redetection, comparison and modification units may allow for the time limits of an offer to be extended once a mobile device on which the offer is on enters a shop or an area of a shop (e.g. the tills). This can enable a user to have more time to browse in the shop before using the offer, which increases the chances of additional purchases being made. The smart display system may comprise a first housing for containing the display screen. The first housing may also contain any of the detection unit, the device identification unit, the device ranking unit and/or the communications unit.
The smart display system may comprise a second housing for containing the detection unit. The second housing may be attached to the first housing. Alternatively, the second housing may be positioned to be separate from the first housing.
The smart display system may comprise a smart display unit comprising the display screen and the first housing. The smart display unit may also comprise the detection unit, the device identification unit, the device ranking unit and/or the communications unit. The smart display system may comprise a server. The memory storage unit may be provided on the server. The server may be in communication with the smart display unit. The device identification unit, device ranking unit and/or communications unit may also be provided on the server. The or each comparison unit and/or modification unit may be provided on the server. The server may be in communication with the or each redetection unit.
The detection unit may comprise a proximity beacon. One suitable example of a proximity beacon is promoted under the trade mark name ibeacon. The smart display unit may be an electronic billboard. Additionally or alternatively, the smart display unit may be an electronic wall display.
The or each mobile device may be a phone, tablet, laptop computer, desktop computer, media player or the like. Additionally or alternatively, the or each authorised device may be a phone, tablet, laptop computer, desktop computer, media player or the like.
The identified characteristics of a detected mobile device may include any one or more of the following: the presence of a specified application, details of any user identities associated with the detected mobile device, the size of a social media following associated with any user identities and/or the number of contacts on a social media application associated with any user identities.
The record of interactions may include any one or more of the following: occasions on which a mobile device is detected and/or redetected, items of content displayed and/or transmitted to a mobile device and/or offers used after transmission to a mobile device. The smart display system may comprise a camera operable to capture an image of the user of the top ranked mobile device. The smart display system may comprise an image recognition unit operable to analyse the image to identify characteristics of the user's clothes. Alternatively or additionally, the camera may be operable to slice the image into separate parts and the image recognition unit may be operable to analyse the separate parts of the image.
The first or second housing may contain the camera. Alternatively, the smart display system may comprise a third housing for containing the camera. The third housing may be attached to the first housing. Alternatively, the third housing may be positioned to be separate from the first housing.
The or each housing may comprise a face. The display screen, detection unit and/or camera may be positioned within the face of the housing containing it so as to be exposed. Alternatively, the or each face may comprise a transparent section through which the display screen, detection unit and/or camera is visible. The or each transparent section may comprise glass and/or plastic. Preferably, the or each housing is waterproof and/or weatherproof. The or each housing may be freestanding or wall mounted.
The detection unit may have a field of view, wherein the detection unit only detects mobile devices within its fields of view. The camera may have a field of view, wherein the camera only captures images within its field of view. The detection unit and/or camera may be positioned so that their respective fields of view overlap. The smart display system may be operable to ignore characteristics in the captured image outside the overlap. Preferably, the overlap encompasses an area in front of the face of the first housing. The smart display system may be operable to instruct the top ranked user to position themselves in the overlap. Having the fields of view overlap, and ignoring characteristics outside the overlap, results in there being an area in which the top ranked user can position themselves so as to ensure that the characteristics identified are relevant to them.
The content displayed on the display screen and/or transmitted to the top ranked mobile device may comprise an advertisement and/or offer for clothing with similar characteristics to the identified characteristics of the user's clothes. The identified characteristics of the user's clothes may include any one or more of the following: the type of clothing, the brand, the style and/or the colour.
The camera and analysis unit allow for adverts to be targeted based on the style of clothing of a user of a mobile device. This increases the chances of the adverts being found to be relevant to the user of the mobile device.
According to a second aspect of the present invention there is a smart content system comprising a detection unit operable to detect mobile devices in an area, a communications unit operable to transmit at least one item of content to at least one detected mobile device, a redetection unit operable to redetect mobile devices which have previously been detected by the detection unit and which are an in a second, different, area, a comparison unit operable to compare any items of content on the or each redetected mobile device with an associated list of designated items of content and identify matching items of content on the or each redetected mobile device and a modification unit operable to modify the or each matching item of content found on the or each redetected mobile devices.
The smart content system allows, for example, for a time limit associated with an offer comprising an item of content to be extended once a mobile device on which the offer is on enters a shop or an area of a shop (e.g. the tills). This can enable a user to have more time to browse in the shop before using the offer, which increases the chances of additional purchases being made.
The smart content system as of the second aspect of the present invention may incorporate any or all features of the system of the first aspect of the present invention, as desired or as appropriate.
According to a third aspect of the present invention, there is provided a method of displaying relevant content comprising the steps of: a) providing a smart display system according to the first aspect of the present invention;
b) detecting mobile devices within an area;
c) identifying characteristics associated with detected mobile devices;
d) ranking the detected mobile devices based on the identified characteristics; and e) displaying content related to the identified characteristics of the top ranked mobile device.
Since the content displayed is relevant to a particular mobile device, it can be personalised to the user of said mobile device. The content is therefore more targeted, which tends to be more appreciated by a user and so more attention is paid to the content. In addition, ranking the mobile devices by identified characteristics allows devices with particular characteristics which are of interest to advertisers to be selected for. The method of the third aspect of the present invention may incorporate any or all features of the systems of the first and second aspect of the present invention, respectively, as desired or as appropriate.
According to a fourth aspect of the present invention, there is provided a method of modifying relevant content comprising the steps of: a) providing a smart content system according to the second aspect of the present invention;
b) detecting mobile devices within an area;
c) transmitting at least one item of content to at least one detected mobile device; d) redetecting mobile devices which have previously been detected and which are in a second, different, area;
e) comparing any items of content on the or each redetected mobile device with an associated list of designated items of content and identifying matching items of content on the or each redetected mobile device; and
f) modifying the or each matching item of content found on the or each redetected mobile device.
The above method allows, for example, for a time limit associated with an offer comprising an item of content to be extended once a mobile device on which the offer is on enters a shop or an area of a shop (e.g. the tills). This can enable a user to have more time to browse in the shop before using the offer, which increases the chances of additional purchases being made.
The method of the fourth aspect of the present invention may incorporate any or all features of the systems of the first and second aspect of the present invention, respectively, and/or any or all features of and the method of the third aspect of the present invention, as desired or as appropriate.
Detailed Description of the Invention
In order that the invention may be more clearly understood embodiments thereof will now be described, by way of example only, with reference to the accompanying drawings, of which:
Figure 1 is a schematic block diagram of an electronic billboard according to the present invention; and
Figure 2 is a schematic block diagram of a smart display system according to the present invention.
The smart display system 1 comprises an electronic billboard 2, which comprises a housing with a display screen 3 on its front face and a built-in proximity beacon 4. The smart display system 1 also comprises a server 5. The proximity beacon 4 in the electronic billboard 2 broadcasts a unique ID code within its field of view via a suitable beacon protocol such as Bluetooth low energy, which is received by mobile devices 6 within an area 19 around the electronic billboard 2. When a mobile device 6 (typically a mobile phone, tablet, laptop, media player or the like) receives the ID broadcast by the proximity beacon 4, one of two things occurs. If the mobile device 6 contains an application designed to work with the smart display system 1, the application sends the ID on to the server 5. The application will direct the mobile device 6 to send the ID, via its cellular or wireless network connection, to a communications unit 9 on the server 5. If, alternatively, the mobile device 6 does not have such an application, the ID directs the mobile device 6 to a relevant application for it to download. If downloaded, the application then directs the mobile device 6 to send the ID on to the server 5. The application can be one specifically designed for use with the smart display system 1, or it can be a third party application (e.g. an advertiser's or local store's application) which has been enabled to work with the smart display system 1. In response to receiving the ID, a device identification unit 7 on the server 5 requests the respective mobile device's identifying information from the application. The identifying information can include information from social media accounts associated with the mobile device 6, such as name of user of associated account, pictures and number of friends/followers/connections. In a preferred embodiment, the user of the mobile device 6 sets what identifying information should be shared by the application when the application is downloaded and configured. The identifying information each mobile device 6 sends to the server 5 is used by the device identification unit 7 to create a set of identified characteristics for each mobile device 6. Preferably, the identified characteristics for a mobile device also include details from a record of the previous interactions said mobile device 6 has had with the smart display system 1.
Once each mobile device 6 is identified the identified characteristics on each mobile device 6 are passed to a device ranking unit 8 on the server 5. The device ranking unit 8 uses the identified characteristics supplied by each mobile device 6 to rank the mobile devices 6 in order. The ranking order of a particular mobile device 6 is based on how much the identified characteristics match the characteristics associated with a selected item of content. The characteristics associated with a selected item of content represent the particular demographics which the item of content is intended for, and can include gender, age and interests of a target user, their purchasing history and the stores they have entered in the past. Therefore the more the identified characteristics for a particular mobile device 6 match the associated characteristics of a selected item of content, the higher the ranking of the mobile device 6.
Since it may be the case that for every detected mobile device 6 at least some of the identified characteristics match at least some of the associated characteristics, each matching identified characteristic is weighted by assigning a value to it, representing its importance. For each mobile device 6 the respective weightings are added up, and the mobile device 6 with the highest combined weighting becomes the top ranked mobile device 6. The selected item of content is then displayed on the display screen 3, and in a preferred embodiment also transmitted to the mobile device 6 via the communications unit 9. Preferably, the item of content can also be personalised to the top ranked mobile device 6 based on the identified characteristics provided, including displaying the user's picture and/or name.
The selected item of content is chosen from a library of items of content on the server 5, the library being stored in a memory storage unit 10. The items of content are added to the library by advertisers wishing to use the smart display system 1. The advertiser also sets the associated characteristics, and the weighting values to be assigned to any matching identified characteristics, when adding the item of content to the library. The items of content are created on authorised devices 11, which can include smart phones, tablets, laptops or desktop computers with an application on for creating and managing an advertisers' items of content. Created items of content are then uploaded to the library via the authorised device 11. To determine the selected item of content, a content identification unit 12 on the server 5 considers the identified characteristics of each detected mobile device 6. Any items of content with associated characteristics which match any identified characteristics of any of the detected mobile devices 6 are identified. A content ranking unit 13 on the server 5 then ranks the identified items of content using a live bidding system, wherein each item of content has an associated bid. The value of the bid for each item of content is based on associated advertising characteristics set by the advertiser, which include the maximum bid per use, maximum budget per day, maximum impressions per person and/or maximum impressions remaining per use per person. The bid value for an item of content is also based on how many identified characteristics for any mobile device 6 match the associated characteristics of the particular item of content. The item of content with the highest bid is chosen as the selected item of content, and if and when the item of content is displayed on the display screen 3, and preferably also transmitted to a top ranked mobile device 6, the advertiser is charged the value of the next highest bid plus 1 pence (e.g. if the top ranked item of content has a bid of 10 pence, and the next ranked item of content had a bid of 6 pence, the advertiser of the top ranked item of content will be charged 7 pence when the top ranked item of content is displayed and/or transmitted).
When the item of content is transmitted to the top ranked mobile device 6, the user of the top ranked mobile device 6 is presented with a notification to interact with the item of content via the application. If the user chooses to interact, they may open the application and view the advertisement and/or offers comprising the item of content. In a preferred embodiment, they can then select an advertisement or offer which is of interest to them. If the item of content is viewed and found not to be of interest, the user can choose to move on to the next item of content in the ranking order. The application requests that the server send this new item of content, which is then displayed on the display screen 3 and transmitted to the top ranked mobile device 6. The user may then continue to view new items of content, proceeding down the ranking order list. Once the user has finished interacting with the item of content, either by closing the application or by selecting an offer or advertisement, the top ranked mobile device is removed from the list of detected mobile devices 6. If this happens, the new list of detected mobile devices 6 is used to select a new item of content (via live bidding), and then the newly selected item of content is used to re-rank the detected mobile devices 6. This process also occurs if the user decides not to interact with the item of content, either by actively rejecting the associated notification, moving out of the range of the proximity beacon 4 or by not responding to the application in a given time period. In one embodiment, if a mobile device 6 that has been removed from the list of detected mobile devices 6 is detected again by the system 1, it will not be re-added to the list of detected mobile devices 6 until a given time period (e.g. 24 hours) has passed.
In some embodiments of the system 1, the application on the top ranked mobile device 6 also gives the option of displaying offers and/or advertisements based on the clothing the user of the mobile device 6 is wearing. If this option is selected, the application gives the user instructions to move to directly in front of the electronic billboard 1, within 5 metres of the display screen 3. The server 5 also instructs the display screen 3 to display similar instructions on moving into the correct position. Once the user is in position, they interact with the application to indicate that this is the case. A camera 14 built into the billboard 2 then takes a picture of its field of view, which includes the user. In a preferred embodiment, the camera 14 slices the resulting image into separate parts, so that each part shows a single item of clothing. The fields of view of the camera 14 and the proximity beacon 4 overlap in the position to which the system 1 indicated the user of the top ranked mobile device 6 should move.
The image (or part of the image) are sent to the server 5 to be analysed by an image recognition unit 15. The image recognition unit 15 analyses each item of clothing to determine its identifying features, including brand, colour, style and type of clothing. The image recognition unit 15 then searches the memory storage unit 10 for items of content which comprise advertisements and/or offers for clothing with similar or matching identifying features. The most relevant item of content is then displayed on the display screen 3 and/or transmitted to the mobile device 6. In a preferred embodiment, the user can interact with the item of content via the application on the mobile device 6 by selecting any offers or advertisements of interest. If the item of content is not of interest to the user, the user can indicate this via the application and the server 5 will respond by displaying and/or transmitting the next most relevant item of content instead.
If no mobile devices 6 are detected (if, for example, no mobile devices 6 are found, no users decide to download a relevant application and/or all detected mobile devices 6 are removed from the list) then the display screen 3 will display a general item of content, which comprises a range of offers available for any user who downloads the relevant application while in range of the electronic billboard 2. When a user downloads said application, the item of content displayed and transmitted to their mobile device 6 will comprise this range of offers, which can then be selected from. If a user selects an offer or advertisement from the various items of content, the offer or advertisement is displayed by the application. The displayed offer or advertisement specifies the product or products to which it applies, the name of the stores it is relevant to and the location of said stores. In some embodiments, to redeem an offer the application displays a barcode which can be scanned by an employee in a relevant store when making a purchase. In a preferred embodiment, each offer has a time limit associated with it which starts when the offer is selected. If this time limit expires before the offer is redeemed, the barcode is concealed to prevent use of the offer. This time limit encourages the user of the mobile device 6 to proceed straight to a relevant store and redeem the offer.
In the relevant store a second proximity beacon 16 is set up. This beacon 16 can be set up to cover any area of the store, including the doors of the store or the tills. When a mobile device 6 enters the area of the store in which the proximity beacon 16 resides, it receives the ID broadcast by the beacon 16. The application on the mobile device 6 sends the ID on to the server 5, which redetects the mobile device 6 in this new area. A comparison unit 17 on the server 5 then requests the application provide a list of any items of content (including offers) stored on the mobile device 6. Once this list is provided, the comparison unit 17 compares this list with a list of designated items of content found on the memory storage unit 10 of the server 5. Any matching items of content are modified by a modification unit 18 on the server so that the time limits associated with their offers are restarted or extended. This results in a user of the mobile device 6 having more time in the store to browse before needing to redeem the offer. In a preferred embodiment, each store with a proximity beacon 16 in has its own associated list of designated items of content. Items of content are added to or taken from the respective list of designated items of content by a store manager, via an authorised device 11. The store manager can also set how long to extend the time limit by for each designated item of content via the authorised device 11.
A record of each interaction each detected mobile device 6 has with the smart display system 1 is made by the system 1 and stored on the memory storage unit 10. This record includes the times, dates and locations of each detection and/or redetection event, the items of content displayed and/or transmitted to each mobile device 6, the offers and/or advertisements selected via each mobile device 6 and the offers redeemed via each mobile device 6. The record of previous interactions can then be used to help rank the items of content and/or detected mobile devices 6, as part of the identified characteristics of a mobile device 6. The record of previous interactions can also be accessed by an authorised device 11, and can used, for example, by a store manager or shopping centre manager to help determine information such as footfalls in an area of a store or near an electronic billboard 1, to track a particular user in store and/or to determine which offers and/or advertisements are effective.
The above embodiments are described by way of example only. Many variations are possible without departing from the scope of the invention as defined in the appended claims.

Claims

1. A smart display system comprising: a detection unit operable to detect mobile devices within an area, a device identification unit operable to identify characteristics associated with detected mobile devices, a device ranking unit operable to rank the detected mobile devices based on the identified characteristics and a display screen operable to display content related to the identified characteristics of the top ranked mobile device.
2. A smart display system as claimed in claim 1 comprising a communications unit operable to transmit content to the top ranked mobile device.
3. A smart display system as claimed in claim 2 wherein the communications unit is operable to receive signals from the top ranked mobile device.
4. A smart display system as claimed in claim 3 wherein the display screen is operable in response to a signal received from the top ranked mobile device to alter the content displayed.
5. A smart display system as claimed in either of claims 3 or 4 wherein the detection unit is operable in response to a signal received from top ranked mobile device to remove the top ranked mobile device from the list of detected mobile devices.
6. A smart display system as claimed in any preceding claim comprising a memory storage unit operable to store a library of items of content, each item of content comprising content for display on the display screen and/or content for transmission to a top ranked mobile device.
7. A smart display system as claimed in claim 6 wherein the memory storage unit is be operable to create and store a record of the interactions of a detected mobile device with the system.
8. A smart display system as claimed in claim 7 wherein the record of the interactions of a detected mobile device with the system is one of the identified characteristics of the mobile device.
9. A smart display system as claimed in any of claims 6 to 8 comprising at least one authorised device operable to add, remove and/or alter items of content stored on the library.
10. A smart display system as claimed in claim 9 wherein the or each authorised device is be operable to access at least part of the record of the interactions of an identified detected mobile device with the system.
11. A smart display system as claimed in any of claims 6 to 10 wherein the or each item of content has an associated set of characteristics.
12. A smart display system as claimed in claim 11 comprising a content identification unit operable to identify the or each item of content for which at least one of the associated set of characteristics match a corresponding identified characteristic of any of the detected mobile devices.
13. A smart display system as claimed in claim 12 comprising a content ranking unit operable to rank the identified items of content in order based on advertising characteristics associated with each item of content.
14. A smart display system as claimed in claim 13 wherein the device ranking unit is operable to assign different weightings to different identified characteristics of a detected mobile device, the weighting assigned to a particular identified characteristic determining the effect the identified characteristic will have on the ranking of the detected mobile device.
15. A smart display system as claimed in either of claims 13 or 14 wherein the content displayed on the display screen and/or transmitted to the top ranked mobile device comprises the top ranked item of content.
16. A smart display system as claimed in any of claims 6 to 15 wherein the or each item of content comprises an offer for a product and/or service.
17. A smart display system as claimed in claim 16 wherein the or each item of content comprises a code which can be scanned to use the respective offer.
18. A smart display system as claimed in either of claim 16 or 17 wherein the or each item of content has an associated time limit in which to use the respective offer.
19. A smart display system as claimed in claim 18 when dependent on claim 18 wherein the expiry of the or each time limit results in the respective code being concealed.
20. A smart display system as claimed in any preceding claim comprising one or more redetection units operable to redetect mobile devices which have previously been detected by the detection unit and which are an in a second, different, area.
21. A smart display system as claimed in claim 20 comprising one or more comparison units operable to compare any items of content on the or each redetected mobile device with an associated list of designated items of content and identify matching items of content on the or each redetected mobile device.
22. A smart display system as claimed in claim 21 wherein the or each comparison unit is associated with a respective redetection unit.
23. A smart display system as claimed in either of claims 21 or 22 comprising one or more modification units operable to modify the or each matching items of content found on the or each redetected mobile device.
24. A smart display system as claimed in claim 23 when dependent on claim 19 wherein the or each modification unit is operable to modify the or each matching item of content on the or each redetected mobile device by resetting and/or extending the associated time limit.
25. A smart display system as claimed in either of claim 23 or 24 wherein the or each modification unit is associated with a respective pair of redetection and comparison units.
26. A smart display system as claimed in any of claims 21 to 25 when dependent on claim 10 wherein the or each authorised device is operable to alter the or each list of designated items of content.
27. A smart display system as claimed in claim 26 wherein the or each list of designated items of content is altered by removing and/or adding items of content.
28. A smart display system as claimed in either of claim 26 or 27 wherein the or each authorised device is operable to specify how designated items of content are modified by the or each modification unit.
29. A smart display system as claimed in any preceding claim comprising a first housing for containing the display screen.
30. A smart display system as claimed in claim 29 wherein the first housing contains the detection unit.
31. A smart display system as claimed in claim 29 comprising a second housing for containing the detection unit.
32. A smart display system as claimed in claim 31 wherein the second housing is attached to the first housing.
33. A smart display system as claimed in claim 31 wherein the second housing is positioned to be separate from the first housing.
34. A smart display system as claimed in any of claims 29 to 33 comprising a smart display unit, wherein the smart display unit comprises the housing and the display screen.
35. A smart display system as claimed in claim 34 wherein the smart display unit is an electronic billboard and/or an electronic wall display.
36. A smart display system as claimed in either of claims 34 or 35 when dependent on claim 7 comprising a server, wherein the memory storage unit is provided on the server and the server is in communication with the smart display unit.
37. A smart display system as claimed in any preceding claim comprising a camera operable to capture an image of the user of the top ranked mobile device.
38. A smart display system as claimed in claim 37 when dependent on claim 29 wherein the first housing contains the camera.
39. A smart display system as claimed in claim 37 comprising a third housing for containing the camera.
40. A smart display system as claimed in claim 39 when dependent on claim 29 wherein the third housing is attached to the first housing.
41. A smart display system as claimed in claim 39 when dependent on claim 29 wherein the third housing is positioned to be separate from the first housing.
42. A smart display system as claimed in any of claims 29 to 36 or 38 to 41 wherein the or each housing comprises a face.
43. A smart display system as claimed in claim 42 wherein the display screen, detection unit and/or camera are positioned within the face of the housing containing it so as to be exposed.
44. A smart display system as claimed in claim 42 wherein the or each face comprises a transparent section through which the display screen, detection unit and/or camera is visible.
45. A smart display system as claimed in any preceding claim, wherein the detection unit has a field of view so that the detection unit only detects mobile devices within its field of view.
46. A smart display system as claimed in any of claims 37 to 45, wherein the camera has a field of view so that the camera only captures images with its field of view.
47. A smart display system as claimed in claim 46 when dependent on claims 42 and 45 wherein the detection unit and/or camera are positioned so that their respective fields of view overlap.
48. A smart display system as claimed in any of claims 37 to 47 comprising an image recognition unit operable to analyse the image to identify characteristics of the user's clothes.
49. A smart display system as claimed in claim 48 wherein the content displayed on the display screen and/or transmitted to the top ranked mobile device comprises an advertisement and/or offer for clothing with similar characteristics to the identified characteristics of the user's clothes.
50. A smart content system comprising a detection unit operable to detect mobile devices in an area, a communications unit operable to transmit at least one item of content to at least one detected mobile device, a redetection unit operable to redetect mobile devices which have previously been detected by the detection unit and which are an in a second, different, area, a comparison unit operable to compare any items of content on the or each redetected mobile device with an associated list of designated items of content and identify matching items of content on a redetected mobile device and a modification unit operable to modify the or each matching item of content found on the or each redetected mobile device.
51. A smart content system as claimed in claim 50 comprising at least one authorised device operable to alter the list of designated items of content.
52. A smart content system as claimed in claim 51 wherein the list of designated items of content is altered by removing and/or adding items of content.
53. A smart content system as claimed in either of claims 51 or 52 wherein the or each authorised device is operable to specify how the or each matching item of content is modified by the modification unit.
54. A method of displaying relevant content comprising the steps of:
a. providing a smart display system according to any of claims 1 to 49; b. detecting mobile devices within an area;
c. identifying characteristics associated with detected mobile devices; d. ranking the detected mobile devices based on the identified characteristics; and
e. displaying content related to the identified characteristics of the top ranked mobile device.
55. A method of displaying relevant content as claimed in claim 54 comprising the step of transmitting content to the top ranked mobile device.
56. A method of displaying relevant content as claimed in claim 55 comprising the step of receiving signals from the top ranked mobile device.
57. A method of displaying relevant content as claimed in claim 56 comprising the step of altering the content displayed in response to a signal received from the top ranked mobile device.
58. A method of displaying relevant content as claimed in either of claims 56 or 57 comprising the step of removing the top ranked mobile device from the list of detected mobile devices in response to a signal received from the top ranked mobile device.
59. A method of displaying relevant content as claimed in any of claims 54 to 58 comprising the step of storing a library of items of content, each item of content comprising content for display on the display screen and/or content for transmission to a top ranked mobile device.
60. A method of displaying relevant content as claimed in claim 59 comprising the step of creating and storing a record of the interactions of an identified detected mobile device with the system.
61. A method of displaying relevant content as claimed either of claims 59 or 60 comprising the step of identifying the or each item of content for which at least one of an associated set of characteristics match a corresponding identified characteristic of the detected mobile devices.
62. A method of displaying relevant content as claimed in claim 61 comprising the step of ranking the identified items of content in order based on advertising characteristics associated with each item of content.
63. A method of displaying relevant content as claimed in claim 62 comprising the step of assigning different weightings to different identified characteristics of a detected mobile device, the weighting assigned to a particular identified characteristic determining the effect the identified characteristic will have on the ranking of the detected mobile device.
64. A method of displaying relevant content as claimed in either of claims 62 or 63 wherein the content displayed on the display screen and/or transmitted to the top ranked mobile device comprises the top ranked item of content.
65. A method of displaying relevant content as claimed in any of claims 64 to 65 comprising the step of redetecting mobile devices which have previously been detected by the detection unit and which are an in a second, different, area.
66. A method of displaying relevant content as claimed in claim 65 comprising the step of comparing any items of content on the or each redetected mobile device with an associated list of designated items of content and identifying matching items of content on the or each redetected mobile device.
67. A method of displaying relevant content as claimed in claim 66 comprising the step of modifying the or each designated item of content found on the or each redetected mobile device.
68. A method of displaying relevant content as claimed in claim 67 wherein the or each designated item of content on the or each redetected mobile device is modified by resetting and/or extending a time limit associated with the or each matching item of content.
69. A method of displaying relevant content as claimed in any of claims 64 to 68 comprising the step of capturing an image of the user of the top ranked mobile device.
70. A method of displaying relevant content as claimed in claim 69 comprising the step of analysing the image to identify characteristics of the user's clothes.
71. A method of displaying relevant content as claimed in claim 70 comprising the step of displaying content and/or transmitting content comprising an advertisement and/or offer for clothing with similar characteristics to the identified characteristics of the user's clothes.
72. A method of modifying relevant content comprising the steps of:
a. providing a smart content system according to any of claims 50 to 53; b. detecting mobile devices within an area;
c. transmitting at least one item of content to at least one detected mobile device;
d. redetecting mobile devices which have previously been detected and which are in a second, different, area;
e. comparing any items of content on the or each redetected mobile device with an associated list of designated items of content and identifying matching items of content on the or each redetected mobile device; and f. modifying the or each matching item of content found on the or each redetected mobile device.
73. A method as claimed in claim 72 wherein the or each matching item of content on the or each redetected mobile device is modified by resetting and/or extending a time limit associated with the or each matching item of content.
PCT/GB2017/053292 2016-11-01 2017-11-01 Smart display system WO2018083469A1 (en)

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WO2002029665A1 (en) * 2000-10-03 2002-04-11 Kent Ridge Digital Labs A system for interactive information display on a billboard
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WO2002029665A1 (en) * 2000-10-03 2002-04-11 Kent Ridge Digital Labs A system for interactive information display on a billboard
US20110035282A1 (en) * 2009-08-07 2011-02-10 At&T Intellectual Property I, L.P. Consumer Sensitive Electronic Billboards
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