U.S. patent application number 10/112123 was filed with the patent office on 2002-08-15 for system and method for delivering out-of-home programming.
Invention is credited to Boyle, James J., Carney, Patrick J., Perine, Corey A., Pina, Joel B..
Application Number | 20020111866 10/112123 |
Document ID | / |
Family ID | 26805098 |
Filed Date | 2002-08-15 |
United States Patent
Application |
20020111866 |
Kind Code |
A1 |
Carney, Patrick J. ; et
al. |
August 15, 2002 |
System and method for delivering out-of-home programming
Abstract
A system and method through which programming content is
delivered for display on a network of electronic out-of-home
display devices. The network includes a plurality of individually
addressable display devices that are located in public venues.
Demographic data is tracked for the display devices by place and by
time so that the programming content can more closely conform to
the changing demographic.
Inventors: |
Carney, Patrick J.;
(Wallingford, PA) ; Pina, Joel B.; (West Chester,
PA) ; Boyle, James J.; (Havertown, PA) ;
Perine, Corey A.; (Philadelphia, PA) |
Correspondence
Address: |
WOODCOCK WASHBURN LLP
ONE LIBERTY PLACE, 46TH FLOOR
1650 MARKET STREET
PHILADELPHIA
PA
19103
US
|
Family ID: |
26805098 |
Appl. No.: |
10/112123 |
Filed: |
March 29, 2002 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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10112123 |
Mar 29, 2002 |
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09437373 |
Nov 10, 1999 |
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6408278 |
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60107735 |
Nov 10, 1998 |
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Current U.S.
Class: |
705/14.66 ;
705/5 |
Current CPC
Class: |
G06Q 30/02 20130101;
G06Q 30/0237 20130101; G06Q 30/0269 20130101; G06Q 30/0277
20130101; G06Q 10/02 20130101 |
Class at
Publication: |
705/14 ;
705/5 |
International
Class: |
G06F 017/60 |
Claims
What is claimed is:
1. A programming distribution network, comprising: (a) a server
computer; (b) a plurality of geographically dispersed display
devices, wherein the display devices are situated in public places;
and (c) a communications network interconnecting the server
computer with the respective display devices; wherein the server is
programmable to select a specific one of the plurality of
geographically dispersed diqplay devices and deliver thereto
programming for display on that display device.
2. A programming distribution network as recited in claim 1,
further comprising a data gathering device that is co-located
adjacent to at least one of the display devices and interconnected
with the server via the communications network, whereby some of the
viewers of the programming displayed on the at least one display
device provide is information to the programming distribution
network.
3. A programming distribution network as recited in claim 2,
wherein the data gathering device is a kiosk that is configured to
provide Internet access to the users.
4. A programming distribution network as recited in claims 1,
wherein at least one display device comprises a large flat screen
display.
5. A programming distribution network as recited in claim 4 wherein
the large flat screen display comprises a plasma display.
6. A programming distribution network as recited in claim 1,
wherein the programming displayed on the respective display devices
comprises full motion video.
7. A programming distribution network as recited in claim 6,
wherein the full motion video comprises one of AVI and MPEG.
8. A programming distribution network as recited in claim 1,
wherein the server is programmed to select the site-specific
programming for display on the respective display device based on
demographic information.
9. A programming distribution network as recited in claim 8,
wherein some of the demographic information is collected through
one or more kiosks collocated with one or more of the electronic
billboards.
10. A programming distribution network as recited in claim 8,
wherein the demographic information includes information indicative
of at least one of age, sex, income, destination, and interests for
a plurality of viewers.
11. A programming distribution network as recited in claim 10
wherein the demographic information is provided by a database
comprising site-specific demographic information collected from a
secondary source.
12. A programming distribution network as recited in claim 11
wherein the secondary source comprises a reservation system.
13. A programming distribution network as recited in claim 12
wherein the reservation system comprises a travel reservation
system.
14. A programming distribution network as recited in claim 13
wherein the travel reservation system comprises one of an airline
reservation system, a train reservation system, a rental car
reservation system, and a hotel reservation system.
15. A programming distribution network as recited in claim 1,
wherein at least one of the public places is selected from a group
comprising: an airport, a train station, a shopping center.
16. A programming distribution network as recited in claim 1
wherein the programming information comprises advertising.
17. A programming distribution network as recited in claim 1
wherein the programming comprises one of still pictures and
text.
18. A method for distributing programming, comprising the acts of:
providing in public places a network of geographically disperse and
individually addressable display devices; and displaying
programming information on a subset of individually addressable
display devices.
19. A method as recited in claim 18 wherein the subset of
individually addressable display devices are selected based on
demographic information.
20. A method as recited in claim 18 wherein the network of display
devices are addressable by way of the Internet.
21. A method as recited in claim 20 wherein the network comprises a
virtual private network.
22. A method as recited in claim 20 wherein the programming
comprises advertising.
23. A method as recited in claim 22 wherein the advertising is
selected based on available inventory of an item or service to be
advertised.
24. A method as recited in claim 23 wherein the subset of
individually addressable display devices are selected based on the
inventory of the item or service to be advertised.
25. A method 3s recited in claim 18 wherein the public places
comprise at least one of an airport, a train station, a shopping
center, and an amusement park.
26. A method of distributing programming information, comprising:
providing at selected transportation centers a plurality of display
devices; and displaying selected programming information on a
subset of the display devices.
27. A method for use in connection with a system for distributing
programming, the system including a plurality of geographically
dispersed display devices situated in public places, the method
comprising: identifying from a prescribed set of programming
material a subset of the programming material for display at each
of the display devices; and providing the identified programming
material for display on the respective display devices, such that
different display devices display different programming at any
given time and the programming material displayed on each display
device is dynamically updateable.
28. A method as recited in claim 27, wherein the identifying step
is performed on the basis of a target audience for each set of
programming material.
29. A method as recited in claim 28, wherein each display device is
at a known location, and further comprising associating demographic
information with each device based on that device's location.
30. A method as recited in claim 29, wherein the associated
demographic information for at least one display device is
dynamic.
31. A method as recited in claim 30, wherein the associated
demographic information changes dynamically as a function of
time.
32. A computer readable storage medium comprising a database, the
database comprising: a first subset of information indicative of a
location for each of a plurality of geographically distributed
electronic display devices; a second subset of information
indicative of demographic information associated with each display
device represented in the first subset.
33. A process for produc4rg content to be displayed on an
electronic out-of-home display device, comprising: selecting an
electronic out-of-home display device having an associated
demographic that changes over time; pushing content to the display
device so that the content is displayed for a selected period of
time as a function of a demographic.
34. A method of optimizing inventory, comprising: determining a
first location having inventory of a product or service; selecting
a display device at a second location proximate a transportation
center having transportation destined for a location proximate the
first location; displaying programming at the second location
indicative of the product or service at the first location.
35. A method for controlling inventory, comprising: monitoring an
inventory level for at least one product wherein the product is
sold at least one location; and selecting a set of display device
on which to advertise said product when the inventory level of said
product exceeds a predefined level at the at least one location.
Description
TECHNICAL FIELD
[0001] The present invention relates generally to systems for
delivering out-of home programming information, and more
particularly to a network based system for demographically targeted
programming delivery to public display devices.
BACKGROUND OF THE INVENTION
[0002] Each year, companies in the U.S. spend billions of dollars
on Television, Print, Radio and Outdoor advertising delivering
their message to consumers. These traditional channels, while
effective, often require large up-front financial commitments,
demand lead times of weeks or months, and deliver a static message
that is very expensive and time consuming to modify once
produced.
[0003] In-home Internet users generally have an Internet account or
an account is with an Internet e-commerce service, such as
Amazon.com and others. As a result, advertisers can gather
information about a particular user as a by-product of the account
process and can target advertising and other programming
accordingly. However, when the audience is more diverse and
receiving the programming and advertising in a less direct fashion,
it is more challenging to determine the demographics of the viewer.
For example, in traditional out-of-home advertising, such as
billboards or dioramas, little demographic information is
available; moreover, the information itself is not dynamically
tracked nor can the advertising change quickly to reflect changes
in the demographic of the viewers.
[0004] Thus, in view of the foregoing, there is a need for an
improved system and method for delivering out-of-home programming
that overcomes the drawbacks of the prior art.
SUMMARY OF THE INVENTION
[0005] Briefly, the present invention is directed toward a
programming distribution network, comprising a plurality of
geographically dispersed display devices that are situated in
public places. The display devices are connected to a server
computer by way of a communications network so that the server
computer is programmable to select a specific one of the plurality
of geographically dispersed display devices and deliver thereto
programming, such as advertising, for display on that display
device.
[0006] According to an aspect of the invention, the system can be
used to identify and display from a prescribed set of programming
material a subset of the programming material for display at each
of the display devices so that different display devices display
different programming at any given time and the programming
material displayed on each display device is dynamically
updateable. Particular display devices are identified on the basis
of a target audience for each set of programming material.
Moreover, each display device is at a known location, and further
has associated demographic information based on that device's
location. The demographic information associated with each display
device may change independently based on predicted changes in the
target audience as a function of time.
[0007] According to a further aspect of the invention, the network
of display devices can be coupled to an inventory supply system
that tracks inventory for a product or service. As a result, the
network can change the programming on selected display devices as a
function of inventory levels. Accordingly, when an inventory system
indicates inventory above a predefined level at a particular
location, programming can be display on selected display devices
that is indicative of the product.
[0008] According to another aspect of the invention, a
data-gathering device is co-located with at least selected ones of
the display devices. The data gathering devices collect information
indicative of a demographic of an audience of a display device.
BRIEF DESCRIPTION OF THE DRAWINGS
[0009] Other features of the invention are further apparent from
the following detailed description of presently preferred exemplary
embodiments of the invention taken in conjunction with the
accompanying drawings, of which:
[0010] FIG. 1 is a block diagram representing a computer network
system in which aspects of the present invention may be
incorporated;
[0011] FIG. 2 is schematic diagram representing an exemplary
Internet-based network in which aspects of the present invention
may be incorporated;
[0012] FIG. 3 is a schematic diagram representing an one embodiment
of the invention as applied to public displays in transportation
centers;
[0013] FIG. 4 is a schematic diagram of a embodiment of the
invention wherein demographic data is collected proximate a public
display device;
[0014] FIG. 5 is an embodiment of the invention wherein the network
of display devices is used to smooth geographic inventory spikes;
and
[0015] FIG. 6 is a flow chart of an aspect of the invention wherein
a user places programming for delivery over the system of the
present invention.
DETAILED DESCRIPTION OF THE INVENTION
Overview
[0016] The present invention provides a system for delivering
programming content, such as still frame and full motion
advertising, to a plurality of out-of-home, electronic display
devices. The system provides a mechanism whereby demographic
information is collected from various sources to develop a
demographic, time-dependent profile for a particular out-of home
display device wherein the demographic profile may change as a
function of time of day, time of week, and so on. As a result, the
programming content displayed on the out-of-home display device can
be changed in conformance with the changes in the demographic
profile to more effectively target the intended consumers of the
programming content.
Example Operating Environment
[0017] FIG. 1 illustrates an exemplary network environment in which
the present invention may be employed. Of course, actual network
environments can be arranged in a variety of configurations;
however, the example environment shown here provides a framework
for understanding the type of environment in which the present
invention operates.
[0018] The network comprises a communications network 22 that may
comprise, for example, a cable network, a wide area network (WAN),
local area network (LAN), the Internet, an Intranet, a combination
of the above, or the like Data is transmitted and received over the
network via a carrier such as cable, fiber optic lines, telephone
lines, wireless connections, and so on. The network environment
further includes client computers, e.g., computer 24a, that are
connected to server computers, e.g., server computer 20, by way of
communications network 22. Client computers 24a-24m, 25 and server
computer 20 are connected to the communications network by way of
communication interfaces 23. The communication interfaces 23
depicted in FIG. 1 may also include a LAN or a WAN. Such networking
environments are commonplace in enterprise-wide computer networks,
Intranets and the Internet.
[0019] When used in a LAN networking environment, the client
computers 24a-24m, 25 are connected to the local network
environment through a network interface or adapter. When used in a
WAN networking environment, the client computer 24a-24m, 25 may
include a modem or other apparatus for establishing communications
over the wide area network. It will be appreciated that the
communication interfaces 23 described are only examples and as such
other mechanisms for establishing a communications link between
computers 20, and 24a-24m, 25 and communications network 22 may be
used.
[0020] Server computer 20b provides management of software services
that are accessible to client computers 24a-24m, 25 via
communications network 22. The software services provided may be,
for example, accessible by way of Internet protocol by addressing
the server computer via a Universal Resources Locator (URL). For
example, if server computer 20 were located at www.i-open.com, then
client computers 24a-24m, 25 would be accessible using a
conventional browser, such as Microsoft Explorer, at the URL:
http://www.i-open.com. Moreover, although server computer 20 is
depicted as a single computer, it should be appreciated that such a
depiction is for illustrative purposes only. An actual
implementation may consist of many servers either co-located or
geographically dispersed such as by distributing the functions,
using mirror sites, and so on.
[0021] As part of its function as a server, server computer 20 may
provide access to or maintain information. Typically, server
computers maintain information in databases, such as database 18,
by way of database server system software. In one embodiment,
server computer 20 runs Microsoft Windows NT 4.0 operating system
and Microsoft SQL Server 7.0 database management software.
[0022] In the example of FIG. 1, server computer 20 provides
services relating to displaying programming content on display
devices, such as display device 14. As such, clients, desiring to
display programming on such display devices, e.g., display device
14, access server computer 20. Clients access server 20 over
communications network 22 by way of client computers 24a-24n to
access computing services, upload programming content, and so on.
Server computer 20, then accepts the programming content to be
displayed, or provides services to generate programming content,
and communicates the programming content to client computer 25,
which in turn renders the programming content on display device 14.
The programming content can be sent as MPEG packets, HTML pages,
XML, AVI video, FLASH video, and other protocols for distributing
content over a communications network.
[0023] Server 20 could also employ NetGravity's AdServer, a product
designed specifically for managing the delivery of ads, as well as
the collection of data. The integration of its GeoTargeting service
allows for the targeting of ads to geographical regions by
accessing a Worldwide Geographic Database of IP addresses. The
criteria for targeting can be customized to any degree. AdServer
provides administration tools that allow "targeting groups" to be
created and managed from a central location. These features
minimize costs and allow for infinite customizing of ad delivery.
The entire AdServer platform can be integrated through the use of
its open API.
[0024] According to an aspect of the invention, a database 18' is
associated with display device 14 (as shown connected to computer
25). As is described in further detail below, database 18'
maintains information about aspects of display device 14, such as
the demographics about the probable viewing audience for a
particular time period. Database 18' is shown as coupled to
computer 25 to illustrate that database 18' relates to display
device 14. The actual implementation could maintain the information
about display device 14 within database 18', database 18, an
external database maintained by another system, a combination of
all three, or some similar configuration, so long as the data is
accessible by server computer 20.
[0025] Virtual Private Networks ("VPNs") could be used to
inter-connect client computers 24a-24m, 25 and the server computer
20. VPNs use the Internet and encryption software to establish
virtual connections without the higher costs of dedicated lines. A
VPN could be used for some or all of the client computers 24a-24m,
25. As such, each computer 24a-24m would establish a dedicated
connection to the nearest Internet Service Provider ("ISP"). The
data transmission methods could include analog modems, ISDN
(Integrated Services Digital Network), ADSL (Asymmetric Digital
Subscriber Line), cable, satellite, and so on.
[0026] Requirements of a WAN distributed nationally include network
management tools and agents. HP Openview, Tivoili NetView, and
Microsoft System Management Server (SMS) each provide enterprise
wide management and monitoring capabilities. These products are
built upon the Simple Network Management Protocol (SNMP) and allow
remote management and proactive monitoring of all network devices
utilizing SNMP tools such as RMON II. This multi-level monitoring
can be combined with paging software for notification, remote
control software and remote power controllers. Additionally SMS
provides the capability to distribute software to remote devices
for remote upgrades and installations.
[0027] The security of the WAN relies upon the VPN implementation
and firewall protection. The data transferred over a VPN is
encrypted with the use of 40bit or 128-bit private/public key
encryption. The 128-bit key satisfies United States Federal
Government C-2 security standards. With the traffic that flows over
the Internet protected, a firewall at selected location in the
network (e.g., between server computer 20 and network 22 or client
computer 25 and communications network 22) protect each location
from Internet threats. The term firewall defines a broad range of
devices. The simplest form of a firewall is a router configured for
packet filtering. A router is a device that connects two, or more,
networks. Axanet's Raptor or Cisco's PIX could be used to provide
firewall protection. By filtering, the router prohibits specified
packets (packets are data "messages") from being transferred from
one network to the other. Additional protection can be had in the
form of a Proxy server. Proxy servers proxy Internet addresses from
a private network to the Internet, in this way hiding the private
network's internal addresses. They can also be configured for
packet filtering or combined with a router that packet filters. For
maximum protection, off the shelf products are offered that
include; packet filtering, proxy services (also called Network
Address Translation), inspection and application level packet
filtering. It should be noted that as well as providing security
from Internet threats, each of these devices allows for management
of Internet access from the private network.
Network of Out-of-Home Display Devices
[0028] An important aspect of display device 14 is that it is an
out-of-home electronic display device. As such, it is most likely
located in a public venue such as a shopping center, public park,
stadium, airport, rail transit station, bus station or other
transit center; amusement park or other entertainment venue,
convention center, and any other high traffic public place. Display
device 14 is preferably a large viewing area device that is capable
of displaying full motion video, static images, animated images,
and text. For example, the display device could comprise a plasma
display device such as NEC PlasmaSync, a video wall of monitors, an
electronic billboard, and so on.
[0029] FIG. 2, further illustrates aspects of the present
invention. In the embodiment of FIG. 2, a plurality of display
devices 14a-14n are located at geographically dispersed out-of-home
locations 12a -12n. The geographically dispersed display devices
14a-14n are accessible from server 20 by way of an Internet
connection 22. As such, server 20 can selectively point cast
programming content out to display devices 14a-14n. In other words,
at any given time, server 20 can control the programming content
addressed to display device 14a, while separately controlling the
programming content addressed to display device 14n. In the
embodiment shown, display devices 14a, 14n are in communication
with server computer 20 by way of Internet based connections.
[0030] Each display device is displayed in an out-of-home location
and as such is viewable by an audience that may demographically
vary as a function of time. For example, out-of-home display device
14ais located in venue 12a and is viewable by audience 16aa having
a first demographic (e.g., males in the age range of 15-19)
audience 16ab having a second demographic (e.g., females in the age
range of 35-45), and audience 16ac having a third demographic
(e.g., families). The demographic for each audience may change over
time throughout a given day, throughout a given week, throughout a
given month, and so on. For example, early afternoon traffic at a
mall may comprise a large population of school aged children while
evenings and weekends may comprise complete families.
[0031] According to an aspect of the invention, database 18'a
maintains information indicative of the demographic changes
associated with a given display device by, for example collecting
and maintaining historical demographic information. The demographic
information is then accessible to server computer 20 so that the
programming content for a given display device can be adjusted to
conform with the probable demographic of the changing viewer
composition.
[0032] Clients, e.g., clients a-m can access server computer 20 via
computers 24a-24m, respectively, to place programming content on
selected display devices 14a-14n that closely match the demographic
of likely consumers of the content of their programming. For
example, an advertisement targeted at a young male audience can be
displayed on selected display devices, 14a-14n, only at a time and
day when the audience (16aa, 16ab, 16ac-16na, 16nb, 16nc) contains
a desired demographic mix (i.e. a sufficient number of young males
so that the advertisement is likely to generate interest in the
viewing audience). Similarly, display devices 14a-14n not having a
sufficient audience of young males at a given time can be
avoided.
Transit Center Embodiment
[0033] FIG. 3 further illustrates an aspect of the present
invention. Here, the display devices are located in transit
centers, e.g., train stations, airports, and the like. Database
18'a-18'n may receive demographic information from a reservation
system, such as the SABRE reservation system.
[0034] Further, granularity of the information available from the
reservation system, may contain data down to the gate level. For
example, for a given gate the reservation system 24a, 24n, may
provide demographic information for a given time of day, e.g., in
conjunction with a flight departure or arrival. Additionally, the
reservation system may provide information regarding the
destination or point of departure of the viewing audience. Such
additional destination and departure information can be used to
further refine the content of the programming presented at a given
time on a particular display device. For example, a display device
proximate an airline gate may display Disney World information
during a time proximate a flight to Orlando, Fla. and may display
information about the Statue of Liberty during a time proximate a
flight to New York City, N.Y.
[0035] As is described more fully below, the application of the
present invention to a transit system provides additional
flexibility to the network of out-of-home display devices. For
example, a product distributor may have product inventory in a
particular location and would like to effectively advertise the
product availability at a particular destination. In such a case,
by providing the ability to target an audience having a particular
destination, the system of the present invention may provide a
cost-effective mechanism to advertise a product in locations
outside of the geographic market for the particular product.
Gathering Demographic Data and Providing Rapid Feedback
[0036] FIG. 4 illustrates aspects of gathering demographic data in
accordance with another aspect of the invention. Here, a display
device 14b is located in a public venue 12b. Individual viewers
16'a and 16'b are in the vicinity of display device 14b. Data
gathering device 32b has been located proximate display device 14b
to collect data regarding the demographics and so on of the
audience of display device 14b. For example, data gathering device
32b could be a kiosk that provides audience members 16b, 16'b with
access to the Internet in exchange for demographic information,
which is recorded and maintained in database 18'b, which is then
accessible to server computer 20 (See FIG. 1 and accompanying
description). Other data gathering devices 32 for gathering
demographic information in the vicinity of display device are
possible to accomplish a similar purpose. For example, a camera
could be used to capture an audience at a given time and process
the image to determine demographic make-up of the audience;
shopping bags could be dispensed in exchange for demographic
information; a free or fee-reduced Automatic Teller Machine could
gather demographic data in exchange for reduced fees, and so on.
Furthermore, passersby could transfer personal demographic
information from cellular telephones, personal digital assistants,
and credit cards to database 18'd using cellular communications,
radio frequency, infrared communications, and magnetic card
readers. The common feature of each data gathering device 32b is
that it provides data points about the probable demographic make-up
of a viewing audience for a given time and a given location which
is accessible to server computer 20.
[0037] An interactive data gathering device 32b, such as a kiosk,
also provides the viewer with a mechanism to provide immediate
feedback. So, for example, a viewer seeing programming content
advertising a product or service can immediately access an on-line
store to purchase the product or service or to find further
information.
Inventory Optimization Embodiment
[0038] The system of the present invention can be applied to reduce
inventory build-up at particular locations. By applying the
out-of-home network's ability to more precisely target an audience
likely to purchase a particular product or service from a
particular location efficiencies can be gained that facilitate
advertising in a broader market area. Selecting programming content
over display devices 14 proximate travel centers wherein travelers
are destined for location D could cost-effectively inform a
geographically dispersed audience of the inventory in location D.
For example, a display device proximate an airport gate having a
flight destined for location D could run programming content during
times proximate the departure to location D. Thereafter, the
programming content on display device 14 would change to reflect
that the audience demographics have changed from a demographic
associated with location D. In this way, client A would only need
to purchase programming time during the specific times when the
viewers would likely have a connection with location D.
[0039] FIG. 5 further illustrates such an embodiment. Here, client
A has inventory of a product in a plurality of disparate locations
(i.e., location A, location B, location C, and location D). In this
example, client A has excess inventory in location D that it would
like to reduce. Conventionally, out-of-home advertising would
likely be confined to the market surrounding location D because of
the likely return on investment for advertising outside of the
market for location D. In other words, it might not be cost
effective or likely that client A would purchase advertising in
location A and expect that advertising to produce a reduction in
the inventory at location D.
[0040] Tying the inventory control system of client A to system 20'
executing on server 20 produces a select set of advertising
locations to reduce the inventory in location D. The system
operates by identifying display devices 14 in locations matching
locations wherein no excess inventory has built up or for which
sales information indicates that the product is selling well, which
may include locations other than A, B, C, and D. Furthermore,
display devices 14 can be selected wherein the data (e.g., 18'a)
indicates that viewers are destined for location D. For example,
display devices 14 at airport gates, such as at airports 12a and
12c, proximate flights departing for location D could be
selected.
[0041] FIG. 6 illustrates an alternative embodiment. Here, the
programming server 20' is coupled into client B 24' and receives
information indicative of inventory of products or services at
various ones of client B's locations. Client B may maintain its
inventory with a Supply Chain Optimization (SCO) system or
Enterprise Resource Planning (ERP) system 25 that maintains a
database 17 of inventory tracking information. ERPs are computer
applications that handle a wide variety of planning, transaction
processing and accounting functions in an integrated manner. Supply
Chain Optimization (SCO) systems are a subset of ERP systems that
manage data regarding the manufacture and distribution of products.
Commonly, SCOs handle master production scheduling (MPS), material
requirements planning (MRP), rough cut capacity planning (RCCP),
supplier management, inventory `tracking and finite capacity
scheduling (FCS). In this example, the SCO could be from EXE
technologies or Manugistics.
[0042] Through this connectivity to client B's inventory, the
system 20' identifies that client B has excess inventory of a
product in locations A, B, and C that it would like to reduce.
These locations may be, for example, retail establishments that
sell the products of client B. As in the previous example, system
20' executing on server 20 produces a select set of display devices
14 proximate retail locations A, B, and C. As a result of this
inventory to system 20 connection, client B can quickly inform
viewers of display devices 14a, 14b, and 14c of the product located
in the respective localities when inventory reaches a predefined
level. Such a system could, for example, be used to automatically
advertise (or recommend advertising) a product, or products,
whenever inventory of that product reaches an unsatisfactory
level.
[0043] FIG. 7 is a flow chart of the process for advertising or
recommending advertising of a product whose inventory level at a
given location exceeds a limit. Initially, the predefined inventory
limits are set (step 80). These limits can be set for each product
at each location (e.g., a particular brand and style of tennis shoe
at a particular store), a group of products at a group of locations
(all tennis shoes at all stores in Philadelphia), and so on. The
system then continuously monitors the inventory against the
predefined limit (step 82). If the limit is exceeded (step 84), a
message is sent from the client 25' to the system 20' indicative of
the inventory excess and the location of the excess (step 86). From
that information, system 20' generates a set of advertisement
locations wherein the product could be advertised (step 88). The
system then either automatically places the recommended
advertisement (step 90) or send an e-mail or other message
indicating the recommended advertisement placement (step 92).
[0044] FIG. 8 is a flow chart of a process 20' for placing
programming content on server computer 20 for delivery to selected
display devices 14. Initially, the process starts by accessing a
web site (step 100). From the web site, a client can place new
programming content on the network of display devices by filling
out a form describing import parameters such as target audience
demographics (step 102).
[0045] For example, FIG. 9 provides a sample input form 50. In FIG.
8, the client has selected the option of placing a new ad by
selecting button 52. In drop down box 54, the client selects the
subject of the programming (here an ad) and the preferred venues in
drop down box 56. In this example, the client has selected
automobiles as the subject matter and amusement parks as the
preferred venue category. The client selects the demographic (e.g.,
age and sex) of the target audience with buttons 58 and 60. The
example form 50, also shows an input for budget 62, region for
display (e.g., select regions or countries) 64, and time and day of
week 68, 66, respectively.
[0046] Returning to the flow chart of FIG. 8, next, (step 104) the
system will search databases 18, 18', etc., to determine
appropriate display devices based on the criteria entered in the
previous step. The system compares the requirements input by the
client to the available demographics of particular display devices
(e.g., in database 18') and available display device time slot
inventory (e.g., database 19) (step 104a). A recommendation of
display devices for display of programming is then recommended
(step 104b).
[0047] The cost and selection of the programming distribution will
be displayed so that the client will have a chance to revise or
accept the programming distribution placement. If the client
accepts the programming distribution placement, the client next
assembles the programming content (step 106). Preferably, templates
are provided to step the client through the content assembly
process (step 103). The templates preferably provide various
programming layout alternatives including fall motion video, still
frame, text, and so on, wherein the client can insert the
appropriate material or develop it on-line. After the content is
assembled, the client has the opportunity to review the content
(step 110). After the client is satisfied with the content, an
order is submitted and the programming is placed on the network of
display devices (step 112).
Conclusion
[0048] In sum, the present invention provides a system and process
for Dynamic place based out-of-home programming, optimizing
out-of-home advertising based on collecting and maintaining
demographic information for programming display venues, and
optimizing inventory distribution through pin point targeted
out-of-home advertising. It is understood, however, that the
invention is susceptible to various modifications and alternative
constructions. It should be understood that there is no intention
to limit the invention to the specific constructions described
herein. On the contrary, the invention is intended to cover all
modifications, alternative constructions, and equivalents falling
within the scope and spirit of the invention.
[0049] It should also be noted that the present invention may be
implemented in a variety of network systems applications, including
Internet, cable based, and hybrid Internet-cable systems. The
various techniques described herein may be implemented in hardware
or software, or a combination of both. Preferably, the techniques
are implemented in computer programs executing on programmable
computers that each include a processor, a storage medium readable
by the processor (including volatile and non-volatile memory and/or
storage elements), at least one input device, and at least one
output device. Program code is applied to data entered using the
input device to perform the functions described above and to
generate output information. The output information is applied to
one or more output devices. Aspects of each program are preferably
implemented in a high level scripting, procedural, or object
oriented programming language to communicate with a computer
system. However, aspects of the programs can be implemented in
assembly or machine language, if desired. In any case, the language
may be a compiled or interpreted language. Each such computer
program is preferably stored on a storage medium or device (e.g.,
ROM or magnetic disk) that is readable by a general or special
purpose programmable computer for configuring and operating the
computer when the storage medium or device is read by the computer
to perform the procedures described above. The system may also be
considered to be implemented as a computer-readable storage medium,
configured with a computer program, where the storage medium so
configured causes a computer to operate in a specific and
predefined manner. Accordingly, reference should be made to the
appended claims as indicating the scope of the invention.
* * * * *
References