U.S. patent application number 10/505081 was filed with the patent office on 2005-04-21 for method of placing visible advertising.
Invention is credited to Myers, Caleb.
Application Number | 20050084329 10/505081 |
Document ID | / |
Family ID | 3834257 |
Filed Date | 2005-04-21 |
United States Patent
Application |
20050084329 |
Kind Code |
A1 |
Myers, Caleb |
April 21, 2005 |
Method of placing visible advertising
Abstract
A preferred embodiment of the invention provides a method of
placing visible advertising on the upper surface of a road (1).
This method includes determining the location of any traffic
control signs that are applied to the surface of the road, such as
the location of signs (22, 25). Following from this, two exclusion
zones (31, 32) are defined. These zones extend from the respective
signs (22, 25) and terminate at a predetermined minimum distance
from the signs. Advertising is then applied to the surface such
that it overlies neither the signs nor the exclusion zones.
Particularly, the advertising has been placed in the areas bounded
by rectangles (33, 34) which are respectively disposed within lanes
(7, 8).
Inventors: |
Myers, Caleb; (New South
Wales, AU) |
Correspondence
Address: |
FITZPATRICK CELLA HARPER & SCINTO
30 ROCKEFELLER PLAZA
NEW YORK
NY
10112
US
|
Family ID: |
3834257 |
Appl. No.: |
10/505081 |
Filed: |
August 19, 2004 |
PCT Filed: |
February 20, 2003 |
PCT NO: |
PCT/AU03/00227 |
Current U.S.
Class: |
404/72 |
Current CPC
Class: |
G06Q 99/00 20130101;
G09F 19/22 20130101 |
Class at
Publication: |
404/072 |
International
Class: |
E01C 003/06 |
Foreign Application Data
Date |
Code |
Application Number |
Feb 20, 2002 |
AU |
PS 0658 |
Claims
1-50. (canceled)
51. A method of placing visible advertising on a surface of a road,
the method comprising the steps of: determining the location of one
or more traffic control signs that are applied to the surface of
the road; defining exclusion zones that extend from the respective
signs and which terminate at a predetermined minimum distance from
the signs; and applying the advertising to the surface such that
the advertising overlies neither the signs nor the exclusion
zones.
52. A method according to claim 51, wherein the road is subject to
a maximum speed limit, and the method further comprises the step of
calculating predetermined minimum distance in response to that
limit.
53. A method of selecting a portion of a road lane for placing
visible advertising, the method comprising the steps of:
determining a direction of travel of traffic along the lane;
determining a location of two consecutive decision zones along the
lane, wherein the zones are spaced apart in the direction of travel
to define an upstream zone and a downstream zone; defining a lead
zone that extends from the downstream zone toward the upstream zone
and that terminates at a first predetermined distance from the
downstream zone; and selecting the portion to lie between the
upstream zone and the lead zone.
54. A method according to claim 53, further comprising the steps
of: determining a maximum allowable speed of the traffic along the
lane; and being responsive to the maximum allowable speed for
calculating the predetermined distance.
55. A method according to claim 53, wherein, to calculate the
predetermined distance, the method further comprises the step of
multiplying the maximum allowable speed by a constant time
factor.
56. A method according to claim 55, wherein the time factor is
three seconds.
57. A method according to claim 53, further comprising the steps
of: determining a maximum allowable speed of the traffic along the
lane; and being responsive to the maximum allowable speed for
calculating a minimum length of the visible advertising in the
direction of travel.
58. A method according to claim 53, further comprising the step of
defining a trailing zone that extends from the upstream zone toward
the downstream zone and that terminates at a second predetermined
distance from the upstream zone.
59. A method according to claim 58, wherein the first and the
second predetermined distances are about equal.
60. A method according to claim 58, wherein the first and the
second predetermined distances are not equal and the first
predetermined distance is greater than the second predetermined
distance.
61. A method according to claim 53, wherein the direction of travel
is constant.
62. A method according to claim 53, further comprising the step of
applying the visible advertising to the selected portion.
63. A method according to claim 62, wherein the portion includes a
surface, and the method further comprises the step of applying the
advertising by modifying the surface.
64. A method according to claim 53, further comprising the step of
orienting the visible advertising within the lane for preferential
viewing by a user progressing along the lane in the direction of
travel.
65. A method according to claim 64, further comprising the steps
of: determining a probable perspective that the user is to have of
the visible advertising while progressing along the lane in the
direction of travel; and, prior to applying the advertising to the
portion, adjusting the advertising in response to the probable
perspective.
66. A method according to claim 53, wherein the decision zones are
traffic control signals.
67. A method for providing advertising to an advertiser, the method
comprising the steps of: obtaining advertising information from the
advertiser; applying visible advertising to a surface of a road in
response to the advertising information; obtaining a weighting that
is indicative of traffic flows on the road; and being responsive to
the weighting for determining a time cost for the advertising.
68. A method according to claim 67, wherein the weighting is
obtained prior to applying the advertising to the surface.
69. A method according to claim 67, wherein the weighting is
obtained after applying the advertising to the surface.
70. A method according to claim 67, wherein the advertising
information includes information parcels that are indicative of
corresponding visual advertisements from one or more parties, and
the method further comprises the steps of: (a) obtaining order
information from the one or more parties for placement of the
visual advertisements; (b) defining a plurality of zones on the
surface for receiving respective advertisements; (c) categorizing
each zone by one or more of: location; size; maximum allowable
speed; time period; and premium; and (d) allocating the parcels to
the zones in response to a result of the categorizing step and the
order information; and wherein the step of applying visible
advertising is done in response to the advertising information
parcels and the allocation of those parcels.
Description
FIELD OF THE INVENTION
[0001] The present invention relates to advertising and in
particular to a method of placing visible advertising.
[0002] The invention has been developed primarily to subsidise road
maintenance and will be described hereafter with reference to that
application. However, it will be appreciated that the invention is
not limited to that particular field of use and is also suitable
for advertising in general.
BACKGROUND TO THE INVENTION
[0003] Advertising is well known and many and varied forms are used
to market products and services to target markets. One known form
includes road signage such as signs mounted at the side of roads,
dedicated billboards, walls of buildings, static and dynamic
displays, truck mounted displays and the like.
[0004] The use of road signage, however, provides a conundrum. More
particularly, the notion of advertising is to preferentially
attract the viewer's attention--and in this case, the viewer's
gaze--and to create an easily recollected image in the mind of the
viewer. However, where that viewer is most likely to be in control
of a motor vehicle, it is not conducive to safety for the viewer's
attention to be other than predominantly centred upon the progress
of the vehicle. It follows that the more effective the adverts is
at achieving its end, the more likely it will contributes to
distracting drivers from the key responsibility they have at the
time. Additionally, the advertising itself can often obscure a
driver's field of view, and/or create a collision hazard to a
vehicle that inadvertently veers off the road.
[0005] A further disadvantage of existing advertisements is that
the information is not accessible in a majority of conditions.
While a portion of the viewer of an advertisement may have ample
opportunity to locate and read roadside advising in daylight hours
in agreeable weather conditions, a large portion of the viewing
population does not. Likewise, even if roadside advertising is
noticed in darkness, it is difficult to discern the relevant
information with a sufficient degree of accuracy.
[0006] In partial answer to these disadvantages it has been known
to provide advertising that is illuminated by way of independent
lighting, or which makes use of retro-reflective displays. However,
this adds to the cost and complexity of the advertisement site. In
the case of retro-reflective displays, this is also limited by the
observation angle of the retro-reflective material used. This, in
turn, limits such displays to locations where the light from the
vehicles and the placement of the display are such tat a useful
result Win be achieved.
[0007] Road signage can also be seen as aesthetically displeasing
and obtrusive, particularly to those who live near such signage.
This is particularly the case with large dedicated billboard, which
generally require considerable support structures.
[0008] Any discussion of the prior art throughout the specification
should in no way be considered as an admission that such prior art
is widely known or forms part of common general knowledge in the
field.
BRIEF DISCLOSURE OF THE INVENTION
[0009] It is an object of the present invention to overcome or
ameliorate one or more of the deficiencies of the prior art, or at
least to provide a useful alternative.
[0010] According to a first aspect of the invention there is
provided a method of placing visible advertising on a surface of a
road, the method including:
[0011] determining the location of one or more traffic control
signs that are applied to the surface of the road;
[0012] defining exclusion zones that extend from the respective
signs and which terminate at a predetermined minimum distance from
the signs; and
[0013] applying the advertising to the surface such that the
advertising overlies neither the signs nor the exclusion zones.
[0014] Preferably, the road is subject to a maximum speed limit and
the method includes the step of calculating predetermined minimum
distance in response to that limit.
[0015] According to a second aspect of the invention there is
provided a method of selecting a portion of a road lane for placing
visible advertising, the method including:
[0016] determining a direction of travel of traffic along the
lane;
[0017] determining the location of two consecutive decision zones
along the lane, wherein the zones are spaced apart in the direction
of travel to define an upstream zone and a downstream zone;
[0018] defining a lead zone that extends from the downstream zone
toward the upstream zone and that terminates at a first
predetermined distance from the downstream zone; and
[0019] selecting the portion to lie between the upstream zone and
the lead zone.
[0020] Preferably, method includes:
[0021] determining the maximum allowable speed of the traffic along
the lane; and
[0022] being responsive to the maximum allowable speed for
calculating the predetermined distance.
[0023] Preferably also, to calculate the predetermined distance the
method includes multiplying the maximum allowable speed by a
constant time factor. More preferably, the time factor is three
seconds. In other embodiments, such as for lanes where the maximum
allowable speed is high, longer time factors are used.
[0024] In a preferred form, method includes:
[0025] determining the maximum allowable speed of the traffic along
the lane; and
[0026] being responsive to the maximum allowable speed for
calculating a minimum length of the visible advertising in the
direction of travel.
[0027] Preferably, the method includes the step of defining a
trailing zone that extends from the upstream zone toward the
downstream zone and that terminates at a second predetermined
distance from the upstream zone. More preferably, the first and the
second predetermined distances are about equal. In other
embodiments, however the first and the second predetermined
distances are not equal. In this event, it is preferred that the
first predetermined distance is greater than the second
predetermine distance.
[0028] Preferably also, the direction of travel is constant.
However, in other embodiments the direction of travel varies with
time.
[0029] In a preferred form, the method includes the stop of
applying the visible advertising to the selected portion. More
preferably, the portion includes a surface and the method includes
the step of applying the advertising by modify the surface. Even
more preferably, the method includes modifying the surface by
applying to the surface one or more of: a paint; adhesive tape;
reflective material; textured material; and light.
[0030] Preferably also, the road lane is one of a plurality of
coextending like road lanes. However, in other embodiments, the
road lane comprises a road.
[0031] Preferably, the method includes orientating the visible
advertising within the lane for preferential viewing by a user
progressing along the lane in the direction of travel. More
preferably, the method includes the steps of:
[0032] determining a probable perspective that the user is to have
of the visible advertising while progressing along the lane in the
direction of travel; and
[0033] prior to the application of the advertising to the portion,
adjusting the advertising in response to the probable
perspective.
[0034] In a preferred form, the decision zones are traffic control
signals. More preferably, the signals are applied to the lane. In
other embodiments, however, the signals are applied adjacent to the
lane. Examples of the latter include traffic control signs such as
road side signage and overhead signs such as traffic lights.
[0035] According to a third aspect of the invention there is
provided a method of selecting portions of a road for placing
visible advertising, where the road includes a plurality of lanes,
the method including:
[0036] selecting a first one of the lanes and carrying out the
steps of the second aspect of the invention to select a first
portion; and
[0037] selecting another of the lanes and carrying out the steps of
the second aspect of the invention to select a second portion.
[0038] Preferably, the first and second portions are adjacent to
each other. More preferably, the first and second portions are
aligned and contiguous. Even more preferably, the method includes
the step of applying an advertisement that overlies both the first
and the second portions.
[0039] In other embodiments the first and second portions are
spaced apart.
[0040] Preferably also, the direction of travel in the first one of
the lanes is opposite to the direction of travel in to other one of
the lanes.
[0041] According to a fourth aspect of the invention there is
provided a method of placing visible advertising, the method
including:
[0042] selecting a portion of a road lane in accordance with the
second aspect of the invention; and
[0043] modifying the surface of the portion to provide the visible
advertising.
[0044] Preferably, the step of modifying the surface includes
applying one or more coats of paint to the surface. In other
embodiments, that step includes one or more of:
[0045] applying a film to the surface; applying light to the
surface; embedding material into the surface; and replacing the
surface.
[0046] Some of the preferred embodiments make use of one or more
passive materials that are applied to or which are embedded within
the surface to provide light reflective properties for allowing
images and indicia to be presented to an occupant of the vehicle.
In other embodiments use is made of active devices, such as LEDs
embedded in the surface.
[0047] Preferably also, the method includes orienting the display
in response to the direction of travel.
[0048] According to a fifth aspect of the invention there is
provided a method of advertising on a road surface, to method
including:
[0049] obtaining a plurality of advertising information parcels
that are indicative of corresponding visual advertisements from one
or more parties;
[0050] obtaining order information from the or each party for
placement of the visual advertisements;
[0051] defining a plurality of zones on the surface for receiving
respective advertisements;
[0052] categorising each zone by one or more of the following
criterion: location; size; maximum allowable speed; time period;
and premium;
[0053] allocating the parcels to the zones in response to the
categorisation and the order information; and
[0054] applying the advertisements to the zones in response to the
advertising information parcels and the allocation of those
parcels.
[0055] Preferably, the order information contains data indicative
of one or more of:
[0056] the budgeted expenditure for the advertising;
[0057] the number of advertisements required;
[0058] the geographic area in which the advertisements are to be
placed; and
[0059] the geographic spread of the advertisements.
[0060] Preferably also, the method is performed at a predetermined
time after the placement of the application of the advertisements.
More preferably, it during the repeated performance, the
advertising information varies from the preceding performance, then
the method also includes applying correspondingly varied
advertisements to the relevant zones. Even more preferably, the
method includes removing the earlier applied advertisements prior
to applying the varied advertisements.
[0061] In a preferred form, the location criterion includes data
indicative of one or more of the following: global coordinates for
the zone; the suburb in which the zone is located; the city in
which the zone is located; the postcode of the area in which the
zone is located; an intersection that is adjacent to the zone; and
other landmarks adjacent to or near the zone.
[0062] Preferably also, the premium criterion includes a weighting
for determining the cost to the respective party of placing the
advertising in the respective zone for a predetermined unit of
time. More preferably, the weighting is also responsive to one or
more of the location criterion.
[0063] According to a sixth aspect of the invention there is
provided a method for funding a first party to maintain a road, the
method including:
[0064] having a second party obtain an advertising information
parcel that is indicative of a visual advertisement;
[0065] having a third party provide order information to the second
par to place the visual advertisement;
[0066] crediting an account with a payment from the third party to
the second party;
[0067] defining a zone on a surface of the road for receiving the
advertisement;
[0068] modifying the surface in accordance with the parcel to
provide the visual advertisement; and
[0069] debiting the account with a payment to the first party.
[0070] Preferably, the third party provides the order information
to the second party.
[0071] Preferably also, the payment to the fist party is calculated
in response to one or more of:
[0072] the payment from the bid party to the second party;
[0073] one or more characteristics of the zone;
[0074] a flat fee; and
[0075] a flat fee for a given time period.
[0076] In a preferred form, the characteristics of the zone include
one or more of:
[0077] the location of the zone;
[0078] the traffic flows through the zone; and
[0079] the size of the zone.
[0080] According to a seventh aspect of the invention there is
provided a method of placing visible advertising on a surface of a
road, the method including:
[0081] determining a location at which the advertising is to be
applied to the sure of the road;
[0082] determining a perspective that the viewer will have of the
location; and
[0083] applying the advertising to the surface such tat the effect
of the perspective is reduced.
[0084] According to an eighth aspect of the invention there is
provided a method for providing advertising to an advertiser, the
method including:
[0085] obtaining advertising information from the advertiser;
[0086] applying visible advertising to a surface of a road in
response to the advertising information;
[0087] obtaining a weighting that is indicative of the traffic
flows on the road; and
[0088] being responsive to the weighting for determining a time
cost for the advertising.
[0089] Preferably, weighting is obtained prior to the application
of the advertising to the surface. However, in other embodiments,
the weighting is obtained following the application of the
advertising to the surface.
[0090] According to a ninth aspect of the invention there is
provided a method of advertising including applying advertising
information to the surface of a road.
[0091] Preferably, the advertising information is applied to the
surface as a coating. More preferably, the coating is of paint.
Even more preferably, the advertising information is applied to the
surface as a plurality of coatings, where the coatings are of
visually distinct colours.
[0092] Preferably also, the coatings are semi-permanent.
[0093] According to a tenth aspect of the invention there is
provided an advertisement that results from the method of the ninth
aspect.
[0094] According to an eleventh aspect of the invention there is
provided a method for funding a first party to create a road, the
method including:
[0095] having a second party obtain an advertising information
parcel that is indicative of a visual advertisement;
[0096] having a third party provide order information to the second
party to place the visual advertisement;
[0097] crediting an account with a payment from the third party to
the second party;
[0098] creating a road having a surface for receiving the
advertisement;
[0099] modifying the surface in accordance with the parcel to
provide the visual advertisement; and
[0100] debiting the account with a payment to the first party.
[0101] According to a twelfth aspect of the invention there is
provided a method of advertising, the method including:
[0102] selecting a road having a plurality of adjacent lanes,
wherein the lanes support respective flows of tic in a
predetermined direction;
[0103] selecting advertising zones in each of the lanes; and
[0104] applying advertising information to the zones.
[0105] Preferably, the selection of the advertising zones is done
in accordance with the second aspect of the invention.
[0106] Preferably also, the zones in adjacent lanes are offset from
each other.
BRIEF DESCRIPTION OF THE DRAWINGS
[0107] Preferred embodiments of the invention will now be
described, by way of example only, with reference to the
accompanying drawings in which:
[0108] FIG. 1 is a schematic top view of a road to which
advertising has been applied in accordance with an embodiment of
the present invention;
[0109] FIG. 2 is a schematic top view of a road to which
advertising has been applied in accordance with an alternative
embodiment of the present invention;
[0110] FIG. 3 is a schematic top view of a road to which
advertising has been applied in accordance with a firer embodiment
of the present invention;
[0111] FIG. 4 is a schematic top view of a road from which has been
selected a portion for placing visible advertising in accordance
with the present invention;
[0112] FIG. 5 is a view similar to FIG. 4 showing an alternative
embodiment of the invention;
[0113] FIG. 6 is the embodiment of FIG. 4 including the additional
step of defining a trailing zone for one of the lanes;
[0114] FIG. 7 is a schematic top view of a perspective corrected
advertisement according to the invention;
[0115] FIG. 8 is a schematic perspective view of a road to which
has been applied the advertising of FIG. 7; and
[0116] FIG. 9 is a schematic top view of an embodiment of the
invention as applied to a freeway; and
[0117] FIG. 10 is a schematic representation of a further
embodiment of the invention.
DESCRIPTION OF THE PREFERRED EMBODIMENTS
[0118] Referring to FIG. 1 there is illustrated a road 1 that
extends between a first end 2 tat is adjacent to a first
intersection 3 and a second end 4 that is adjacent to a second
intersection 5 that is spaced apart from intersection 3.
Intersections 3 and 5 define respective decision zones, in that the
driver of a vehicle on the road approaching either of these
intersections must make a decision about the direction and/or the
timing of subsequent travel.
[0119] Road 1 includes two coextending and coextensive lanes 7 and
8 that are divided by a broken line marking 9. Road 1 is intended
for use by vehicular traffic such as motor cars, trucks, buses and
motorcycles. However, in other embodiments the road is for other
traffic such a bicycles, horse drawn conveyances and, in some
cases, foot traffic.
[0120] Traffic flows along lane 7 and 8 in directions indicated by
respective arrows 11 and 12. These directions are opposite and
correspond to the convention of traffic keeping to the left of road
1. In other embodiments used in jurisdictions where the convention
is to keep to the right of road 1, the direction of travel in each
of the lanes is reversed (not shown). It will be appreciated that
the preferred embodiments are equally applicable to adjacent lanes
having the same direction of travel.
[0121] Intersection 3 defines the interface between road 1 and a
road 13 that is normal to road 1. Intersection 5, on the other
hand, is an interface between road 1 and a road 14 tat is also
normal to road 1. In other embodiments the angle between road 1 and
roads 13 and 14 is other than 90.degree..
[0122] Intersection 3 is collectively defined by three unbroken
lines 18, 19 and 20. Lines 18 and 20 are parallel with each other
and extend across road 13, while line 19 is normal to lines 18 and
20 and extends across end 2 of road 1. The traffic flow through the
intersection is controlled by traffic lights 21 and a traffic
control sign in the form of a left arrow 22. The arrow is painted
to the surface of lane 7, adjacent to end 2, and indicates to the
traffic in lane 7 that is approaching intersection 3 that only a
left turn is permitted at the intersection.
[0123] Intersection 5 includes a single set of double unbroken
lines 23 that extend across lane 5 at end 4. Adjacent to end 4 are
two traffic control signs in the form of stop signs 24 that are
posted on the side of road 1. Signs 24 indicate to the traffic in
lane 8 that, upon approaching intersection 5 there is a need, in
addition to giving way to any traffic travelling on road 14, to
come to a complete halt prior to entering intersection 5.
[0124] Lane 8 also includes a traffic control sign in the form of a
stop sign 25 that is painted to the surface of the lane. This
provides the traffic with additional warning of the nature of the
decision making that will soon be required.
[0125] A preferred embodiment of the invention provides a method of
placing visible advertising on the upper surface of road 1. This
method includes determining the location of the traffic control
signs that are applied to the surface of the road. In this case,
that includes determining the location of signs 22 and 25.
Following from this, two exclusion zones are defined, as indicated
by circles 31 and 32. These zones extend from the respective signs
and terminate at a predetermined minimum distance from the signs.
Advertising is then applied to the surface such that it overlies
neither the signs nor the exclusion zones.
[0126] In this embodiment the advertising has been placed in the
areas bounded by rectangles 33 and 34, which are respectively
disposed within lanes 7 and 8. In other embodiments the advertising
is placed in one of the lanes only. However, in further
embodiments, rectangles 33 and 34 are adjacent to each other--as
opposed to being offset--and a single advertisement extends across
both rectangles.
[0127] The predetermined minimum distance is 50 meters, which
equates to about three seconds of travel at the posting speed
limit. That is, in this embodiment, the posted limit is 60 km/hr.
In other embodiments the minimum distance is defined by five
seconds of travel at the posted limit, while in further embodiments
the minimum distance is set at a fixed amount of 100 metres.
[0128] The exclusion zones provide a sufficient interval between
the advertising and any traffic control signs to ensure that the
person controlling the relevant vehicle will have adequate time to
react to those sign More over, the absence of the advertising will
act as a reminder to the person to undertake a review of the
motoring environment.
[0129] The rectangles 33 and 34 bound those areas in which the
advertising is placed. However, the advertising itself need not be
rectangular in shape. Bach rectangle 33 and 34 contains one or more
separate advertisements depending upon the size of those
advertisements and the rectangles.
[0130] An alternative embodiment of the invention is illustrated in
FIG. 2, where corresponding features are denoted by corresponding
reference numerals. In this embodiment, the exclusion zones extend
only in the lane in which the sign is applied and are designated as
zones 35 and 36. Moreover, those zones extend only in the opposite
direction to the direction of travel in that lane. Accordingly, it
is possible to have a larger area 33 and 34 available to bear
advertisements.
[0131] A further embodiment of the invention is illustrated in FIG.
3, where corresponding features are denoted by corresponding
reference number. In this embodiment, the exclusion zones 37 and 38
extend from decisions zones--that is, from intersections 3 and
5--mid in a direction opposite to the direction of travel in a
lane. That is, the marking on the lanes tat provides the reference
point for the minimum distance is now the double lines 19 and 23
respectively. In this embodiment the predetermined minimum distance
is larger than for the earlier described embodiments to ensure that
any traffic control signs applied to the lanes fall within the
respective exclusion zones.
[0132] As shown, area 33 is broken into a plurality of like
sub-areas that are equally spaced apart along lane 7 in the
direction of travel. This allows a number of different
advertisements to be provided in the respective sub-areas or,
alternatively, a single advertisement to be repeated. It also
allows an advertiser to place a sequence of advertisements.
[0133] Area 34 is also sub-divided, although into only two
sub-areas. In other embodiments different degrees of sub-division
are used.
[0134] Another embodiment of the invention will now be described
with reference to FIG. 4. Again corresponding features have been
denoted with corresponding reference numerals. This aspect provides
a method of selecting portions of road lanes 7 and 8 for placing
visible advertising. The method includes:
[0135] determining a direction of travel of traffic along lane
7;
[0136] determining the location of two consecutive decision zones
along lane 7, wherein the zones are spaced apart in the direction
of travel to define an upstream zone and a downstream zone;
[0137] defining a lead zone that extends from the downstream zone
toward the upstream zone and that terminates at a first
predetermined distance from the downstream zone;
[0138] selecting a first portion to lie between the upstream zone
and the lead zone; and
[0139] repeating the above steps for lane 8.
[0140] These steps will be described in more detail below.
[0141] The first step of determining the direction of travel is
easily achieved in this embodiment, the direction of travel in lane
7 is indicated by arrow 11. Once that is established, the next step
is to determine the location of two consecutive decision zones
along lane 7. In this case, those zones are defined by
intersections 3 and 5. The intersections are spaced apart in the
direction of travel and define an upstream zone--that being
intersection 5--and a downstream zone--that being intersection
3.
[0142] It is then necessary to define a lead zone that in this
embodiment, is marked with cross-hatching and designated by
reference numeral 41. Zone 41 extends from intersection 3 toward
intersection 5 and which terminates at a first predetermined
distance from intersection 3. The first predetermined distance is
indicated by arrow 42 and is calculated in accordance with the
posted speed limit.
[0143] Next, there is selected a portion of lane 7 that lies
between intersection 5 and zone 41. In this embodiment, that
portion is denoted by reference numeral 33,
[0144] The above steps are repeated for lane 8, with the notable
distinction being that intersection 3 and 5 define the upstream
zone and downstream zone respectively. This being due to the
opposite direction of travel in the two lanes. This results in the
portion denoted by reference numeral 34 being selected. Similarly,
there is a lead zone 43 and a predetermined distance 44.
[0145] Areas 33 and 34 are smaller than the available area between
the zones 41 and 43. However, in other embodiments the areas and
the zones are equal in size.
[0146] A further embodiment similar to that of FIG. 4, is shown in
FIG. 5. In this embodiment the lead zones extend across the
entirety of road 1 and not just the respective lane. Accordingly,
there is less total area of advertising 33 and 34. However, in some
circumstances this is preferred due to local conditions.
[0147] Another embodiment of the invention is shown in FIG. 6,
where corresponding features are denoted by corresponding reference
numerals. In this embodiment, the method also includes determining
a trailing zone 45 that extends from intersection 5 toward
intersection 3 and terminates at a second predetermined
distance--denoted by arrow 46--from intersection 5. The area within
zone 45 is excluded from selection for the placement of advising.
Distance 46 is less than distance 42 and distance 44 as it follows,
not precedes an intersection. In some embodiments, however,
distance 46 is equal to distances 42 and 44.
[0148] FIGS. 7 and 8 illustrate an embodiment of the invention that
relates to perspective correction of the advertisement. That is,
most viewers of the advertisements will have a perspective view
that is at only a small angle to the surface to which that
advertisement is applied. To provide ease of viewing of that
advertisement, the preferred embodiments include a correction to
the advertising image to account for the typical viewing angle.
Accordingly, the advertisement 33, when viewed from directly above,
and as best shown in FIG. 7, will have a wide end 51 and a narrow
end 52 that are joined by inclined sides 53 and 54. When this
advertisement is applied to the road, as best shown in FIG. 8, it
will be perceived by a viewer in a much more linear form.
[0149] At many intersections, particularly those tat are controlled
by traffic lights, it is usual for inductive loop sensors to be
installed within the road to detect the presence or absence of
cars. Accordingly, use is made of these sensors to provide an
indication of the traffic density and, hence, the exposure gained
by the advertisements placed in accordance with the preferred
embodiments. This allows the advertiser to gain quantifiable
feedback on the effectiveness or otherwise of the advertising.
[0150] In other embodiments use is made of other means for
determine tic densities and volumes in predetermined zones of the
roads. This information is used as one of the inputs to determine
the cost levied to the advertiser for placement of an advertisement
in the respective zone.
[0151] While the preferred embodiments are targeted toward main
road with traffic flows in the order of 5,000 to 100,000 cars a
day, it is equally applicable to niches such as slower traffic
zones--particularly adjacent to shopping centres--taxi ranks such
as those at airports and hotels, and other transport
interchanges.
[0152] The embodiments referred to above are applicable to road
surfaces of any gradient although, as will be discussed below, some
image correction will be advantageously applied, particularly for
steep gradients.
[0153] In some embodiments, the advertising is applied to the
surface byway of painting. However, in other embodiments, use is
made of adhesive films, other films such as electrostatic films,
coloured articles embedded in the surface such as glass or concrete
beads, amongst other things. Additionally, other embodiments make
use of coatings that reflect light back toward the source of that
light. Accordingly, in the preferred embodiments, more than one
advertisement is able to be placed in one area, in that viewers
from one direction will perceive an image differing from viewers
from the opposite direction. Other embodiments make use of active
devices to provide the advertising image on the road surface. For
example, the use of an array of LED's that are embedded in the
surface and which include a protective cover. In other embodiments,
use is made of a light source that interacts specifically with the
passive coating to provide the desire visual affect. For example,
ultraviolet lighting and fluorescent paint that is responsive to
such lighting.
[0154] Most preferably, the advertising does not include any visual
representation of numbers to minimise any confusion with the speed
limit that applies to the road. Additionally, the embodiments are
visually and spatially distinguished from road control signs and
decision zones to minimise confusion on behalf of the motorist.
[0155] The preferred embodiments of the invention include one or
more of the following advantages:
[0156] 1. The motorist's attention is not diverted from the road,
even to view the advertisements;
[0157] 2. The advertisements offer a useful gauge to the motorist
as to the distance hey should remain behind any preceding
vehicles;
[0158] 3. The advertisement--in those embodiments without the
perspective correction--will follow the contour and curvature of
the surface to which it is applied. This will distort the image and
allow the person controlling the vehicle to more accurately
anticipate the effect of that surface upon the vehicle;
[0159] 4. The absence of advertisement within a fixed distance
before and/or following a traffic control sign will alert the
driver to the need to make a decision about her progress;
[0160] 5. The advertisement is able to be repeated at a suitable
distance to enable the viewer to receive the information whilst not
unduly reducing speed or altering driving behaviour;
[0161] 6. The advertising as a whole is modular and easily
segmented for different advertisers;
[0162] 7. The advertising space is able to be bought and traded
separately from the road itself;
[0163] 8. Through use of directional reflective systems, such as
optically transparent beads, the reflection of the incident light
is tuned to maximise driver focus and to minimise advertising to
non-target audiences or to having advertising impinging upon areas
of reverence such as churches or areas such as schools, hospitals
and the like;
[0164] 9. The design of the advertisements occurs separately from
the road and allows tailored adaptations to specifically
accommodate local conditions;
[0165] 10. Provide an increased degree of visibility of the road,
and the advertisement conveyed, in a multitude of conditions
including low light such as at night and during severe weather
conditions. This allows a focusing the viewer's attention, the
conveying of the relevant information successfully and a maximising
of safety conditions.
[0166] 11. It enables the viewer to sight the advertisement whilst
continuing to perform tasks such as driving with maintenance of
proper control. Driving along the road requires vigilant attention
and therefore a method to aid the focus of the driver's attention
to the road surface is of the utmost importance.
[0167] 12. Advertisements are positioned on the road surface at
different angles so as to produce street advertising selectively
focused for drivers, pedestrians, building workers or other classes
of viewers.
[0168] 13. Different roads are in various states of repair,
therefore the placement of advertising upon a road will allow the
condition to be visualised with greater case. This will facilitate
not only the driver's assessment of the condition but will also
encourage the various parties to properly maintain the road.
[0169] A further preferred embodiment of the invention is
schematically illustrated in FIG. 10, and includes a method of
advertising on a road surface. The method includes a
central-coordinator 81 obtaining a plurality of advertising
information parcels in electronic form that are indicative of
corresponding visual advertisements from one or more or a plurality
of parties 82. These parties are typically either providers of
goods and/or services, or advertising agents acting on behalf of
such providers. In any event parties 81 desire to have
advertisements placed upon the road surface to advertise respective
products and/or services. Each information parcel includes an image
file of a predetermined format, and this varies between
jurisdictions. In all cases, the resolution of provided by the
format must be sufficient to allow the image to be replicated by
the equipment that is ultimately used to place the advertisement on
the road.
[0170] Coordinator 81 confirms receipt of the respective parcels
and conducts an initial quality control review of the information
parcel to ensure that the image contains subject matter that is
suitable for application to a road. For example, if the image is
complex and contains significant amounts of information or writing,
it is less likely to be cognised by a driver. In such cases,
coordinator 81 provides feedback to the respective party.
[0171] Parties 82 communicate with coordinator 81 by a secure
internet link (not shown). However, in other embodiments, use is
made of other media, be that electronic, paper based, voice, or a
combination.
[0172] The information parcels are accompanied by order information
from the respective parties for placement of the visual
advertisements. The order information contains data fields for
allowing the parties 82 to indicate one or more of the expenditure
tat the party 82 has budgeted for the advertising; the number of
advertisements required; the geographic area in which the
advertisements are to be placed; and the geographic spread of the
advertisements. These fields are processed by coordinator 81 to
formulate a road advertising campaign for party 82, as will be
discussed further below.
[0173] Coordinator 81 has available a predefined quantum of road
surface that is available to bear advertisements such as those
desired by parties 82. This road surfaces is defined as a plurality
of zones (not shown)for receiving respective advertisements. Each
zone is characterised by coordinator 81 by the following criterion:
location; size; maximum allowable speed; time period; and premium.
In other embodiments, less criterion are used, while in other
embodiments additional or different criterion are used,
[0174] The location criterion, in this embodiment, includes data
indicative of: global coordinates for the zone; the suburb in which
the zone is located; the city in which the zone is located; the
postcode of the area in which the zone is located; an intersection
that is adjacent to the zone; and other landmarks adjacent to or
near the zone. Additionally, the premium criterion includes a
weighing for determining the cost to the respective party 82 of
placing the advertising in the respective zone for a predetermined
unit of time. More preferably, the weighting is also responsive to
one or more of the location criterion.
[0175] With the zones characterised in this way, it is possible to
create a database of available zones to automate the allocation of
those zones in response to the order information from parties 82.
Clearly, with a limited resource, there will be circumstances where
party 82 will not be able to immediately place advertising in a
desired zone. Where this occurs, coordinator 81 undertakes further
processing to identify an alternative zone that best satisfies the
requirements of that party. For some parties 82, if a desired zone
is not immediately available, it is reserved for use when it does
so become available,
[0176] Coordinator 81 undertakes the above processing
electronically and automatically through use of a computer network
(not shown) that is interfaced with parties 82 via the internet.
That processing results in a confirmation of an order and invoice
being electronically delivered to the respective party wishing to
place the advertisements. This confirmation includes all the
relevant information about the location of the advertisement, the
content of the advertisement, the timing and duration of the
placement and the cost to the party of that placement.
Simultaneously or contemporaneously with the delivery of the
confirmation being sent to a respective party 82, coordinator 81
also automatically generates an electronic instruction to a
contractor 83 who is charged to physically place the advertisement
or advertisements in the agreed location. Accordingly, the
electronic instruction is response to the advertising information
parcels and the allocation of those parcels.
[0177] Contractor 83 undertakes the necessary action to have the
advertisement or advertisements placed and upon doing so, provides
an electronic confirmation that this has owurred. In some
embodiments, this confirmation includes a field containing a
digitized image of the advertisement. Coordinator 81 is responsive
to this confirmation for undertaking a selective quality review of
the advertisements, and for providing the image to the respective
party 82.
[0178] The above method is performed repeatedly at predetermined
times after the placement and application of the advertisements. If
during one of these repeated performances, the advertising
information varies from the preceding performance, then the method
also includes applying correspondingly varied advertisements to the
relevant zones. More preferably, the method includes removing the
earlier applied advertisements prior to applying the varied
advertisements. Ultimately, this will depend upon the actual form
of the modification that is provided to the road surface to affect
the advertisements.
[0179] Coordinator 81 gathers data indicative of the traffic
densities at least selected ones of the zones, and uses this as a
means of determining the quantum of the charges levied to
respective parties 82 who place advertisements within those zones.
In some cases, the advertisers will be prepared to pay a premium
for high volume exposure, in addition to certain geographic
factors. In some embodiments, the data is historical, and is
provided by manual estimates or counts. However, it is preferred
that the data is gathered from the period in which the
advertisement is placed, and is gathered automatically. For
example, through use of inductive loop or other sensors near or
within the road itself. This allows the advertiser with greater
objectivity of exposure, and to allow another measure to correlate
with the results of a marketing campaign involving the
advertisements.
[0180] The above method also includes additional steps hat involve
the owner of the road. In this embodiment is has been assumed there
is only one owner 84, although it will be appreciated that in other
embodiments there is more than one owner.
[0181] Coordinator 81 generates revenues from the placement of
advertising on the road surface and pays contractor 84 to place
those advertisements. Additionally, the coordinator provides
payments to owner 84 which are then able to be used to contribute
to the ongoing maintenance of the roads under the control of owner
84. It is in the interests of coordinator 81 to have a road surface
in good repair, as otherwise parties 82 will be less inclined to
place advertisements. Accordingly, coordinator 81, in addition to
the above steps, makes use of contractor 83 to gain information
about the state of the roads where advertisements are desired to be
placed. This information is provided to coordinator 81 in an
electronic form and, in cases where maintenance or preventative
maintenance is warranted the required information is electronically
and automatically sent to owner 84. As the coordinator has accurate
records of the zones, it is possible for the owner to be easily
informed of the timing and location of any potential sites of wear
or disrepair.
[0182] As contractor 83 is already set up for electronic
communication with coordinator 81, there is very little additional
capital expense involved in including this additional
functionality.
[0183] Accordingly, this embodiment provides a method for funding a
first party--that is, owner 84--to maintain a road. In a broad
form, the method includes having a second party in the form of
coordinator 81 obtain an advertising information parcel that is
indicative of a visual advertisement. A third party, in the form of
party 82, provides order information to the second party to place
the visual advertisement. In response, an account is credited with
a payment from to third part to the second party. Then, as
described above, a zone is defined on a surface of the road for
receiving the advertisement, and the surface is modified in
accordance with the parcel to provide the visual advertisement.
Next, the account is debited with a payment to the first party.
[0184] The third party provides the order information to the second
party, and the payment to the first part is calculated in response
to one or more of:
[0185] the payment from the third party to the second party;
[0186] one or more characteristics of the zone;
[0187] a flat fee; and
[0188] a flat fee for a given time period.
[0189] In this embodiment, the characteristics of the zone include
one or more of:
[0190] the location of the zone;
[0191] the traffic flows through the zone; and
[0192] the size of the zone.
[0193] According to another embodiment, there is provided a method
of advertising including applying advertising information to the
surface of a road. The advertising information is applied to the
surface as a coating and, preferably, as a coating of paint. In
some cases, the advertising information is applied to the surface
as a plurality of coatings, where the coatings are of visually
distinct colours. The coatings are semi-permanent.
[0194] Preferential use is made of passive materials such as paint
due to cost and safety considerations. The material used has to be
sufficiently robust to withstand that wear of vehicle traffic, but
also be removable to allow the application of a fresh or different
advertisement. It is possible to use active devices such as LED's
embedded in the surface of the road.
[0195] While the embodiment described above is applicable to
assisting in the funding f the maintenance of a road, it will also
be appreciated that it is applicable to the creation of a road.
Accordingly, in another embodiment, there is provided a method for
finding a first party to create a road, the method including:
[0196] having a second party obtain an advertising information
parcel that is indicative of a visual advertisement;
[0197] having a third party provide order information to the second
party to place the visual advertisement;
[0198] crediting an account with a payment from the third party to
the second party;
[0199] creating a road having a surface for receiving the
advertisement;
[0200] modifying the surface in accordance with the parcel to
provide the visual advertisement; and
[0201] debiting the account with a payment to the first party.
[0202] While the above description has been primarily directed
toward the application of advertisements within a single lane, in
other embodiments the advertisement are applied to a multilane
road. Accordingly, it is possible to describe such embodiments, in
broad terms, as providing a method of advertising, where the method
includes:
[0203] selecting a road having a plurality of adjacent lanes,
wherein the lanes support respective flows of traffic in a
predetermined direction;
[0204] selecting advertising zones In each of the lanes; and
[0205] applying advertising information to the zones.
[0206] Preferably, the zones in adjacent lanes are offset from each
other. In those embodiments where that is not the case, the
resultant multi-lane advertisement is large enough for the motorist
in each lane to view the advertisement without being distracted or
diverted from the traffic or traffic conditions.
[0207] In those embodiments where the advertising is applied to the
road surface in the form of a paint of other coating, the method of
application includes the use of a template. The template is a sheet
of laminate material that has had portions removed to define
windows through the material. The shape and spacing of the windows
correspond to the shape and spacing of the desired information
contained within the advertising. Alternatively, the windows define
a negative of the desired information contained within the
advertising.
[0208] The template is placed upon the selected road surface and
the paint or other coating applied over the template. The paint
will pass through the windows and onto the road below to provide
the appropriate representation. It will be appreciated that the
image need not fully cover all of the surface, and the underlying
road colour is able to be used as a background colour. In some
embodiments, particularly those used on road with higher speed
limits, the preference is to include less rather than more detail
to better ensure cognisance of the information being advertised.
This tends to favour the use of logos and trademark devices over
text. Notwithstanding, text is able to be used either alone or in
combination with a logo.
[0209] In some embodiments, a number of templates are used in
sequence in the same selected road surface to allow the use of
paints of more than one colour. While it is usual for the windows
of different templates to be offset, in other embodiments, some of
the windows overlap to allow mixing of the paints in selected areas
and therefore a greater number of colours are achieved with the
same number of paint colours.
[0210] In the preferred embodiment, the templates are provided by
the advertiser to the party applying the advertising. However, in
other embodiments, the advertiser provides advertising information
that is subsequently converted into templates.
[0211] It is understood that certain geographic locations will be
more highly valued by advertisers than others, and a premium will
be paid for the use of that location. The value placed upon a
location by an advertiser will be dependent upon many factors, some
of which have been foreshadowed above. An additional factor will be
any nearby features of the road surface. For example, a particular
car manufacturer may place a slightly higher value on the road
adjacent to the sales site of a rival manufacturer, and may be
prepared to pay a premium for advertising on that road surface. For
zones that are deemed to be premium zones, or where there is
intense competition to advertise in a zone, use is made of an
auction or tendering system to best ensure that a market rate is
paid.
[0212] The paint or paints used with the templates is intended to
be removed at the end of a predetermined period--which is, in this
embodiment, a calendar month--and is chosen to be easily removable
after that length of application to the road. Some paints are
removed through abrasion such as brushing or scaping, while other
paints are removed with solvents. In some embodiments, a
combination of abrasion techniques and solvents are used.
Alternative embodiments simply apply the new advertisement over the
old or, in other cases, paint over the old with a background colour
upon which the new advertisement is then painted.
[0213] The preferred embodiments have been described above with
particular reference to use in built up areas where the decision
zones and traffic control zones are closely spaced However, it is
also applicable to open roads such as country roads and freeways
where the decision zones and traffic control zones are spaced
further apart. For example, in the embodiment illustrated in FIG.
9, the area selected to apply the advertisements is on a multi-lane
freeway 61. While only one side of the freeway is illustrated, it
will be appreciated that the other side will support traffic flows
in the opposite direction. That is, all the traffic in the three
lanes 62, 63 and 64 travels in the direction shown by arrow 65 with
multi-lane roads such as freeway 61, it is possible to have a
single advertisement, such as advertisement 66, overlapping a
number of lanes. Moreover, because of the longer distances between
decision zones it is possible for an advertiser to place a series
of advertisements at regular intervals (not shown). It is envisaged
that at a freeway speed of 110 km/hr, that a series of
advertisements placed at 10 km intervals--that is, at just over 5
minutes travelling time--will provide the motorist wit a timely
reminder of the advertised product, as well as encouraging the
motorist to maintain their focus upon the road. This is
particularly advantageous for government advertising relating to
safe travel, to the advertising of petrol stations and restaurants
along the freeway, and to other advertisers with an interest in
promoting products and services while also encouraging safe
travel.
[0214] Freeway 61 also includes two opposite shoulders 67 and 68
that run adjacent to lanes 62 and 64 respectively. These shoulders
also have respective advertisements 69 and 70 applied to their
surfaces. It will be noted that these advertisements are other than
rectangular. As a further illustration of the alternative shape,
orientation and configuration of the advertising, lane 64 is shown
to include an advertisement 71 that is elongate in the direction of
travel and which only occupies less than half the width of the
lane. Other alternatives include a series of inclined
advertisements 72 that are placed within lane 63. Many other
shapes, configurations and orientations are available, including
irregular and compound shapes that present an image of a logo or
other distinctive device.
[0215] The advertising is applicable to all road surfaces, be they
bitumen, concrete, or other materials.
[0216] In some embodiments, the advertising is applied as a coating
or film that has high grip levels. In some cases, the coating is a
coloured particulate material and a binder for adhering the
material to the surface of the road. The texture of this material
is usually coarser than the underlying road surface and allows
better grip, especially in the wet.
[0217] Alterative materials for modifying the road surface to
provide the advertisements include concrete, coloured or textured
gravels, or adhesive tapes. One particularly preferred material is
a high friction skid resistance surface treatment sold under the
trademark TYREGRIP AS by an Australian company Safe T Surfaces Pty
Ltd. Other treatments provided by this entity are also suitable. At
the date of lodgement of this specification the details of those
products were included on the website www.tyregrip.com.au.
[0218] The actual treatment, coating, or other material used to
ensure the road surface provides a predetermined visual image to
the desire viewer is dependent upon a variety of physical factors
such as the nature of he surface, the prevailing weather conditions
and the traffic density, amongst others. However, it is also
dependent upon the regional laws about what forms of surface
modifications to roads is permissible. There is considerably
variety between jurisdictions and, typically, is administered and
regulated by a government or semi-government body. For example, in
the state of New South Wales, Australia, the relevant body is known
as the Roads and Traffic Authority. This leads, in some cases, to
the relevant body specifying or indeed supplying the permissible
materials for treating the road surface.
[0219] In embodiments where use is made of coloured concrete, or
beads within the concrete, the information to displayed is of a
relatively permanent nature. However, where the adverting is
applied to the road surface as a coating, that coating is designed
to degrade with time. This is in recognition of the changing needs
of the parties wishing to advertise, and the fact that they will
not wish to indefinitely pay for a advertisement in a given
location. It therefore also allows the use of less expensive
materials, as permanence is not required. It usually also
facilitates the removal of the material, should that be required,
say, prior to placing a new advertisement in the same location. In
the present embodiments, an advertisement is designed to have an
effective lifetime of about three months.
[0220] The degradation of the material is dependent upon the
density, speed and size of the traffic on the road, the prevailing
whether conditions and the material used in the coating.
Accordingly, the rate of degradation is determined individually for
different roads and different coatings. Once the advertisements are
placed it will progressively decay. In some embodiments, such as
the particulate example used above, the binder breaks down with
exposure to air and, as such, the particulate will remain tolerant
to traffic flows for some time, but then will quickly be removed by
the traffic once the binder fails.
[0221] It is also envisaged that advertisements placed in
accordance with the invention will have preferential areas for
wear, where underlying that area is a further image or information.
That is, the advertisement will change with time to reveal the
underlying advertisement.
[0222] In some embodiments, the surface is modified by the
projection of light through a filter. The end result being a
predetermined image being formed on the surface, where that image
is an advertisement. This is particularly advantageous in areas
where snow, water, leaves or other matter is known to periodically
or regularly lie on the surface and thereby render directly surface
mounted advertising ineffective. In these embodiments, the "road"
includes the intervening.
[0223] Particularly in built up areas, a road usually terminates at
its transverse edges in respective opposite gutters. Extending
aversely beyond the gutters are footpath that are also typically
sealed surfaces. As will be appreciated by those skilled in the
art, these footpaths are intended to bear predominantly pedestrian
traffic. Notwithstanding, the advertising and method of advertising
of the invention is applicable also to these surfaces.
[0224] The term "road" is intended to refer to a path travelled by
vehicular or other traffic. This includes a street, a footpath or
sidewalk, a carriage way, dual or otherwise, a thoroughfare, a
highway, a freeway, an artery, a bridge, an alley, a cul-e-sac and
the like. The surface of the road is preferably sealed to
facilitate the application of the advertisement.
[0225] The preferred embodiments make use of a load bearing surface
of We road to also display advertising information to the party
travelling on that surface. This dual functionality provides many
advantages and benefits, as enunciated above.
[0226] Although the invention has been described with reference to
specific examples, it will be appreciated to those skilled in the
art that the invention may be embodied in many other forms.
* * * * *
References