U.S. patent application number 11/558031 was filed with the patent office on 2007-08-16 for method for display of advertising.
Invention is credited to SUSAN BARNARD, JOSEPH DACHUK, IAN HESSEL, JEREMY MILLER, TERRANCE POPOWICH, RICHARD PORTER, WALTER WOLANCZYK.
Application Number | 20070192189 11/558031 |
Document ID | / |
Family ID | 37873244 |
Filed Date | 2007-08-16 |
United States Patent
Application |
20070192189 |
Kind Code |
A1 |
POPOWICH; TERRANCE ; et
al. |
August 16, 2007 |
METHOD FOR DISPLAY OF ADVERTISING
Abstract
Improvements in systems and methods for advertising. Systems and
methods according to the invention include specially-adapted
computer networks 200, unique data input and acquisition devices
261, and processes for implementing, monitoring, and assessing
advertising campaigns. Systems and methods are particularly useful
in advertising campaigns directed to multiple locations, and are
suitable for use both with fixed or permanent structures and with
portable toilets and other temporary or moveable structures.
Inventors: |
POPOWICH; TERRANCE;
(TORONTO, ON) ; MILLER; JEREMY; (TORONTO, ON)
; HESSEL; IAN; (TORONTO, ON) ; PORTER;
RICHARD; (TORONTO, ON) ; WOLANCZYK; WALTER;
(TORONTO, ON) ; BARNARD; SUSAN; (TORONTO, ON)
; DACHUK; JOSEPH; (TORONTO, ON) |
Correspondence
Address: |
TORYS LLP
79 WELLINGTON ST. WEST
SUITE 3000
TORONTO
ON
M5K 1N2
CA
|
Family ID: |
37873244 |
Appl. No.: |
11/558031 |
Filed: |
November 9, 2006 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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60734750 |
Nov 9, 2005 |
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60734767 |
Nov 9, 2005 |
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60734766 |
Nov 9, 2005 |
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60773641 |
Feb 16, 2006 |
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60780869 |
Mar 10, 2006 |
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60796541 |
May 2, 2006 |
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Current U.S.
Class: |
705/14.49 |
Current CPC
Class: |
G09F 19/22 20130101;
G09F 15/0018 20130101; G06Q 30/0251 20130101; G09F 15/0012
20130101; G09F 15/0043 20130101; G06Q 30/02 20130101; G09F 19/00
20130101 |
Class at
Publication: |
705/014 |
International
Class: |
G06Q 30/00 20060101
G06Q030/00 |
Claims
1. A method of advertising, comprising: acquiring rights to place
advertising on surfaces of moveable structures; reaching an
agreement with an advertiser for display of at least one
advertisement on the surfaces during an event; and causing the at
least one advertisement to be placed on the surfaces for display
during the event.
2. The method of claim 1, wherein at least one of the surfaces
comprises at least a portion of an exterior of at least one of the
portable toilet units.
3. The method of claim 1, wherein at least one of the surfaces
comprises at least a portion of an interior of at least one of the
portable toilet units.
4. The method of claim 1, wherein a plurality of the surfaces
comprise at least portions the exteriors of a plurality of the
portable toilet units, and a single copy of the at least one
advertisement is displayed on the plurality of surfaces.
5. A method of advertising practiced by an advertising contractor,
comprising: acquiring from an operator of an advertising structure
rights to place advertising on surfaces of moveable structures;
reaching an agreement with an advertiser for display of at least
one first advertisement on the surfaces during an event; reaching
an agreement with an other advertiser for display of at least one
other advertising on the surfaces during the event, the agreement
subject to a right in the advertising contractor to cause
substitution of the other advertising with the at least one first
advertisement.
6. A method for displaying advertisements, comprising: identifying
at least one advertisement to be displayed to a target audience in
at least one of a specified time and a specified place; identifying
at least one moveable structure to be used in displaying the
advertising, the moveable structure adapted for serving a primary
purpose other than advertising; causing the at least one
advertisement to be displayed on a portion of the at least one
moveable structure likely to be viewed by a member of the target
audience while the member is using the moveable structure for its
primary purpose.
7. The method of claim 6, wherein the moveable structure is a
portable toilet unit.
8. An advertising method comprising: acquiring advertising rights
for the outer surfaces of portable toilet units owned by a portable
toilet unit rental company; identifying an event at which the
portable toilet units will be in service; approaching an event
holder that is responsible for holding the event regarding using
the outer surface of the portable toilet units as a backdrop for
supporting advertising media during the event; reaching a revenue
agreement with the event holder regarding using the outer surface
of the portable toilet units as a backdrop for supporting
advertising media during the event; and applying non-permanent
advertising media to the outer surfaces of the portable toilet
units during the event.
9. A method of processing advertising data, comprising: receiving
data identifying a current geographic location of each of a
plurality of portable structures and at least one advertisement
disposed on at least one of the portable structures; storing the
data in memory; providing the data to a client system in form
useable for display.
10. The method of claim 9, comprising: receiving data representing
a current image of at least one of the portable structures; and
providing the image data to the client system in association with
the data identifying the current geographic location of the
corresponding portable structure, and the data identifying the
advertisement disposed on the corresponding portable structure.
11. A computer usable medium having computer readable code embodied
therein for causing a computer to: receive data identifying a
current geographic location of each of a plurality of portable
structures and at least one advertisement disposed on at least one
of the portable structures; store the data in memory in a form
useable by a client system for display.
12. The medium of claim 11, comprising computer readable code for
causing a computer to: receive data representing a current image of
at least one of the portable structures; and store the data in
memory in association with the data identifying the current
geographic location of the corresponding portable structure, and
the data identifying the advertisement disposed on the
corresponding portable structure.
13. An method useful in advertising, comprising: pursuant to an
agreement, causing placement of at least one advertisement on at
least one surface of a plurality of portable structures for display
during one or more times in which the structures will be in
service; causing the creation of data, in form suitable for
processing by a computer, identifying a current geographic location
of each of the structures and the at least one advertisement placed
on the structures; and providing the data to a computer system for
storage in memory accessible by at least one computer.
14. The method of claim 13, wherein data identifying at least one
of the structures is created using an automatic reader.
15. The method of claim 14, wherein the automatic reader comprises
a radio-frequency identification device.
16. The method of claim 14, wherein the automatic reader comprises
a barcode scanner.
17. The method of claim 13, wherein data identifying the current
geographic location of at least one of the structures is created
using an automated navigational aid.
18. The method of claim 17, wherein the automated navigation aid
comprises a global positioning system.
19. The method of claim 13, comprising: causing the creation of
data representing a current image of at least one of the portable
structures; and providing the image data to the computer system in
association with the data identifying the current geographic
location of the corresponding portable structure.
20. The method of claim 19, wherein data representing a current
image of the at least one of the portable structures is created
using a digital imaging device.
21. The method of claim 13, wherein the providing the data to a
computer system is performed at least partially using a wireless
transmission device.
Description
CROSS-REFERENCE TO RELATED APPLICATIONS
[0001] This application claims the priority of, and incorporates in
full by this reference, each of the following co-pending
provisional patent applications, including all appendices and other
documents attached thereto: [0002] 60/734,750, entitled ADVERTISING
DISPLAY FOR PORTABLE STRUCTURE and filed 9 Nov. 2005; [0003]
60/734,767, entitled WRAP-AROUND ADVERTISING DISPLAY and filed 9
Nov. 2005; [0004] 60/734,766, entitled METHOD FOR DISPLAY OF
ADVERTISING and filed 9 Nov. 2005; [0005] 60/773,641, entitled
ADVERTISING DISPLAY FOR PORTABLE STRUCTURE and filed 16 Feb. 2006;
[0006] 60/780,869, entitled METHOD FOR DISPLAY OF ADVERTISING and
filed 10 Mar. 2006; and [0007] 60/796,541, entitled ADVERTISING
DISPLAY FOR PORTABLE STRUCTURE and filed 2 May 2006.
COPYRIGHT NOTICE
[0008] A portion of the disclosure of this patent document contains
material which is subject to copyright protection. The copyright
owner has no objection to the facsimile reproduction by anyone of
the patent document or the patent disclosure, as it appears in the
Patent and Trademark Office patent files or records, but otherwise
reserves all copyrights whatsoever.
BACKGROUND
[0009] The invention relates to advertising, and particularly to
methods useful for the display of advertising in portable,
relocatable, temporary, or otherwise moveable structures such as
portable toilets, trailers, wastep bins, and the like.
[0010] Portable or temporary structures, such as portable toilets,
wastep bins, trailers, and other moveable accommodations provide
surfaces that advertisers can use with unique effectiveness to
promote their products or services. Advertising in a portable
toilet located at a construction site, for example, could reach
male consumers in the 18 to 45 year demographic, which has proven
to be a difficult group to target.
[0011] Moveable structures such as portable toilets provide
particularly effective devices for the display of advertisements,
due to their moveable and reusable nature. As is commonly known,
such structures can be and commonly are placed temporarily at
sporting events, construction sites, and other sites and venues in
which people needing the services provided by such structures may
be expected to gather.
[0012] Among the many advantages offered by advertising on or in
such structures are flexibility of determining suitable content
selections for advertising to be placed in the structures, options
offered for placement of advertisements on or in the structures,
and freedom in determining the locations in which the structures to
which they are attached are to be placed. It is advantageous, for
example, to be able to choose the positions on or within the
structures for placing the advertisements, and to determine
suitable times and locations for placement of the structures and
advertisements. For example, if an advertisement is to be provided
on a portable structure at an all day and evening event, it would
be advantageous to have the flexibility to locate a structure onto
which an advertisement is affixed near a fairground during the day,
for example, and perhaps move the structure to be nearer an eating
venue in the evening. Similarly, it would be advantageous to be
able to change the advertising at different times during the day,
or over a period of days or weeks, to suit a particular audience or
changes in audiences. For example, general advertising directed to
families could be affixed to a portable structure during the day,
for example, and advertising not generally suitable for younger
children could replace the general advertising later in the
evening.
[0013] Affixing advertisements to a portable structure presents
challenges, however. For example, portable structures are often
made of thick and heavy duty plastic molded into multi-planar
structures, which makes it difficult to find a mono-planar surface
to secure advertising materials. The advertising material has to be
durable to withstand cleaning of the structure, such as by power
washing using strong currents and/or detergents, and has to be
capable of remaining affixed in all weather conditions, such as
very hot, stormy, or very cold conditions. Furthermore, since the
advertising material will generally be outside in an unsupervised
location, the advertising material must be tamper-proof and
graffiti-proof. It would also be advantageous to be able to readily
change the advertising material.
[0014] For purposes of this disclosure, the terms "portable" and
"moveable" are synonymous, unless otherwise clearly required by the
context of their use.
SUMMARY OF THE INVENTION
[0015] The invention relates to advertising, and particularly to
methods useful for the display of advertising in moveable or
temporary structures such as portable toilets.
[0016] Methods according to the invention can be used to transform
exterior or interior walls, roofs, ceilings, and other surfaces or
portions thereof of temporary, moveable, and/or fixed structures
into advertising billboards. The invention has a very wide
applicability to a variety of advertising settings. For example,
temporary or portable storage buildings or containers, portable
toilets, billboards, walls, tents, kiosks, fencing, barricades, and
wastep bins, all provide surfaces suitable for use in displaying
advertising materials. Moreover, the locations on or within such
structures in which advertising is placed may be chosen
strategically, in order to maximize the likelihood of the
advertising material being considered by the target audience.
[0017] Moveable and temporary structures are well adapted for
placement in locations likely to be visited by audiences targeted
by advertisers, and for the display of suitable advertising
materials in such locations. In as much as the use of portable
restrooms, wastep bins, and other suitable structures is likely to
be desired or even required by such audiences, such structures can
in some circumstances offer guaranteed audiences for
advertising.
[0018] Thus it may be seen that methods according to the invention
are useful for maximizing the effectiveness of advertising by, for
example, providing selected advertisements to members of selected
consumer audiences in circumstances under which is it virtually
guaranteed that the advertisements will be viewed and considered by
such consumers. As will be understood by those skilled in the
relevant arts, for example, particular advantages in targeted
advertising are provided through the provision of such structures,
bearing suitable advertising, at sport, concert, and other public
venues and events.
[0019] Thus, in one aspect, the invention provides methods for
displaying advertisements. The methods comprise features of
identifying advertisements to be displayed and target audiences for
the advertisements; identifying suitable temporary or portable
structures to be used in displaying the advertising, preferably in
locations likely to be accessed by the desired audiences; selecting
locations for display of the advertisements on the portable
structures, and attaching the advertisements to the portable
structures in the selected locations. Preferably, the locations on
the structures in which the advertisements are attached are
selected based at least in part upon expectations that the
locations will be within the field of view of users of the
structures while the users are using the portable structure.
Optionally, the method also comprises identifying suitable time
periods for displaying selected advertising material to selected
groups in selected locations.
[0020] In further aspects the invention provides systems, methods,
and computer programming useful in identifying, exploiting,
implementing, and controlling advertising campaigns and advertising
opportunities.
[0021] It is noted that the invention is not to be regarded as
being limited to the implementation of advertising campaigns
directed toward single events or built upon installation of a
single set of advertisements in one or more advertising units over
a single defined period of time. Rather, the invention is well
suited for the realization of improved efficiencies and
effectiveness through the implementation of multi-site campaign(s)
and placements of structures and advertisements for indefinite
periods of time. Moreover, the invention is not to be regarded as
being limited to advertising campaigns involving the installation
of advertisements in moveable or impermanent structures such as
portable toilets or tents. In many aspects the invention provides
valuable improvements in efficiency and effectiveness in
advertising when implemented in conjunction with fixed advertising
structures such as walls or billboards also.
BRIEF DESCRIPTION OF THE FIGURES
[0022] The invention is illustrated in the figures of the
accompanying drawings, which are meant to be exemplary and not
limiting.
[0023] FIG. 1 is a schematic diagram of a process for displaying
advertisements in accordance with an embodiment of the
invention.
[0024] FIG. 2 is a schematic diagram of a system suitable for use
in implementing embodiments of the invention.
[0025] FIG. 3 is a schematic diagram of a graphical user interface
suitable for use in implementing the invention.
[0026] FIGS. 4-15 are schematic diagrams of graphical user
interfaces suitable for use in implementing embodiments of the
invention.
[0027] FIG. 16 is a schematic diagram of a system useful for
installing, monitoring, removing, and maintaining advertisements on
advertising units in accordance with the invention.
[0028] FIG. 17 is a schematic flow diagram of a process for
installing, removing, maintaining, and monitoring advertisements in
accordance with the invention.
[0029] FIGS. 18-33 are schematic diagrams of graphical user
interfaces suitable for use in implementing embodiments of the
invention.
DESCRIPTION OF EMBODIMENTS
[0030] FIG. 1 is a schematic diagram of a process for displaying
advertisements in accordance with an embodiment of the invention.
Process 100 of FIG. 1 begins at 102 with identifying one or more
advertisements for display, and at 104 with identifying target
audience(s) for the advertisement. Process steps 102 and 104 can be
performed, or example, by an advertising manager or other executive
decision maker, as for example as part of an advertising campaign.
For example, an advertiser wishing to improve sales of a product
such as beer may identify an advertisement such as a photographic
depiction of a cold glass of beer and a target audience such as
males of legal drinking age. As will be understood by those of
ordinary skill in the relevant arts, once they have been made
familiar with the disclosure herein, a very wide variety of other
advertising scenarios, involving a wide variety of products and/or
services, and target audiences, are suitable for use in
implementing the invention.
[0031] At 106 one or more temporary or portable structures suitable
for use in displaying the advertisement identified at 102 and a
location likely to be visited by the target audience are
identified. It may further be advantageous to determine a suitable
location for placement of the selected structure. For example, in
the beer example described above, a portable toilet located at the
scene of a sporting event such as a football or hockey game likely
to be attended by a targeted young male audience, or at a
construction site likely to be manned by such males, may be
selected. Again, a wide variety of suitable structures and
locations are suitable for use in implementing this aspect of the
invention.
[0032] As will be understood by those skilled in the relevant arts,
upon being made familiar with this disclosure, particular advantage
may be gained by selecting structures providing uses likely to be
needed or desired by members of the targeted audience, and placing
them in locations in which members of the audience are most likely
to need them. Thus, for example, structures such as portable
toilets, telephone booths, wastep bins, carnival or fair booths and
tents, and stands or containers providing foods, beverages, or
other necessary or desirable products or services may
advantageously be identified for use in implementing various
embodiments of the invention, and strategically disposed in
suitable locations at sporting events, concerts, etc. As will be
further understood by those skilled in the relevant arts, in some
circumstances it is advantageous that the structures used for
display of advertising in accordance with the invention be designed
or otherwise adapted for serving a primary purpose other than the
display of advertising, and preferably a purpose that will from
time to time make it necessary or otherwise advantageous for
members of a target audience to approach and possibly use the
structure. For example, both portable toilets and trash containers
are designed to serve primary purposes, other than advertising,
necessary or desirable to many people in a variety of
circumstances.
[0033] A wide variety of locations for placement of structures
bearing advertisements attached in accordance with the invention
are suitable for use in implementing the invention. Generally
speaking, any location likely to attract audiences to whom
advertisers wish to present images, and which are compatible with
the presence of temporary or permanent structures, such as portable
toilets, temporary telephone booths, wastep bins, and the like will
serve. For example, such structures and suitable advertising can be
located at or within a desired proximity to sporting events,
concerts, lectures, weddings, parties, celebrations, street
festivals, or any other type of public gathering or venue, as well
as construction sites and other work places, and at entrances,
exits, or elsewhere within hiking trails, parks, and the like.
[0034] As will be appreciated by those skilled in the relevant
arts, an advantage offered by advertising according to the
invention is that, due to their temporary or moveable nature, one
or more individual temporary or portable structures may be used in
a series of related or unrelated advertising campaigns. For
example, a portable toilet may be used first in a campaign targeted
to patrons of a sporting event, and later, with the same or other
advertising and in the same or another location, in a campaign
targeted to patrons of a popular music concert, and still later at
a construction site, camp site, etc. The ability to re-use and
relocate such structures provides significant flexibility in the
planning and implementation of advertising campaigns.
[0035] At 108 a location on the identified structure is selected
for attachment or other display of the advertisement. Such
location(s) may vary, depending upon the nature and particular
construction of the temporary or portable structure, the goals and
nature of the advertising campaign, and the nature of the
particular advertising materials used. In preferred embodiments of
the invention, such locations can comprise portions of the
structure likely to be within the field of view of a user of the
structure while the user is using the structure or availing
him/herself of services or facilities provided by the structure.
For example, where a selected structure includes a portable toilet,
a suitable selection can include a location on or within the
structure above or adjacent to or otherwise within comfortable
viewing relation to a urinal, sink, or stool likely to be within
the field of vision of person using the toilet, sink, etc., or on
the door of such a unit where it is anticipated that lines may
form. Alternatively, for example, a location adjacent a telephone
in a temporary or portable telephone booth could be selected.
[0036] At 110 the selected advertisement is attached to the
selected location on the interior or exterior of the identified
structure. Preferably, the advertisement is attached in a secure
manner, so as to provide protection for the advertisement from
vandalism, weather, cleaning and maintenance processes, and the
like. Advertisements may be attached to the interiors of enclosed
structures, to exteriors, or to any suitable locations. Examples of
methods and apparatus suitable for attaching advertisements to
temporary or portable structures in accordance with the invention
are provided in the incorporated references and in the attachments
and appendices thereto.
[0037] As will be understood by those skilled in the relevant arts,
process steps 106-110 may be performed by or in cooperation with
any one or more of property owners or managers, event producers,
promoters, advertisers or organizers, and/or other contractors,
agents, or entities, including for example content producers and
operators of suitable advertising structures.
[0038] FIG. 2 provides a schematic diagram of a system suitable for
use in implementing various embodiments of the invention. The
system illustrated in the diagram is well adapted for
implementation by, for example, one or more parties 280
("advertising coordinators" or "advertising contractors") operating
alone or in cooperation or combination with one or more operators
240 of portable restrooms or other permanent, fixed, moveable or
temporary structures ("unit operators"), and/or advertisers 290 and
other content suppliers 220 ("advertisers" and/or "content
suppliers")), as well as others.
[0039] In the embodiment shown in FIG. 2, arbitrary numbers of
advertisers 290, content suppliers 220, unit operators 240,
installers 260, event organizers 295, and advertising coordinators
280, can be involved in implementing the various aspects of the
invention, each acting independently, or some or all of them in
desired degrees of cooperation.
[0040] Physical as well as administrative components of system 200
can be provided in any forms or combinations suitable for use in
implementing the communications and other processes disclosed
herein. For example, communications can take place via digital
computer network, voice telephone, fax, and/or paper copy, singly
or in any combinations suitable for use in the circumstances in
which the system is to be implemented, between individuals or
suitable business entities. For ease of explanation and convenience
in disclosing what will in many circumstances be considered a
desirable implementation, the disclosure herein will be made
generally in terms of systems comprising one or more electronic
networks adapted for communication between digital data processors
such as computers operated by business entities, using
electromagnetic data signals.
[0041] Advertiser(s) 290 can include one or more providers or
promoters of any types of goods or services, as for example
consumer products and/or commercial or charitable services. Such
advertisers can include producers of, for example, commercial goods
such as food, beverage, or clothing products, or services such as
charitable or government programs.
[0042] Content supplier(s) 220 can provide advertising content from
or on behalf of advertiser(s) 290 in form suitable for permanent or
removable placement on one or more moveable, temporary, and/or
permanent advertising structures. Content supplier(s) 220 can for
example provide printing or other manufacturing facilities 291
operable to provide hard copies of advertisements in printed form
on paper, polymer, or other products, or in digital format suitable
for display on electronic display systems such as LCD panels. Such
content can be provided in any suitable form for permanent or
removable attachment to interior or exterior surfaces of
structures, wraps adapted for placement on exterior surfaces of
structures or on walls, billboards, etc.; or in transient or other
form suitable for electronic display on LCD or other digital or
analog display devices attached to such structures.
[0043] Unit operator(s) 240 can include operators of any type or
types of moveable or temporary structures, and/or any other type of
advertising structures 230 suitable for use in implementing the
invention. Unit operator(s) 240 can comprise, for example, one or
more owners, lessees, or other operators of one or any numbers or
types of portable toilets 221, wastep bins 222, kiosks, booths, or
tents 223, and/or billboards, walls, fencing, barricades, or other
fixed or moveable or temporary or permanent advertising structures
224. Such units 230 can be adapted for static display through for
example the use of posters, wraps, or other printed or permanent
content, or for active displays such as LCD panels or other
electronic displays. Unit operator(s) 240 can provide, for example,
for the maintenance and placement of structures 230 pursuant to
agreements with event organizers, construction companies,
governments, or other entities.
[0044] Installer(s) 260 can comprise individuals or businesses
responsible for installing, maintaining, and/or removing
advertising copy on or within individual advertising structures
230. Such individuals can for example include employees of unit
operator(s) 240 and./or advertising coordinator(s) 280, or they can
act as independent contractors. Copy installed by installer(s) 260
can for example be provided by one or more content provider(s) 220
and installed in accordance with instructions received from
advertising coordinator(s) 280 directly or indirectly through unit
operator(s) 240. Copy can be installed physically by for example
placement within frames provided on the inside or outside of
structures 230, applied directly to interior or exterior surfaces
of structures 230, and/or installed digitally, as for example by
installation via digital display devices. Installation of digital
copy can also be provided by, for example, advertising coordinator
280 or other parties directly, as for example by wired or wireless
communications link.
[0045] Event organizer(s) 295 can include individuals or entities
involved in organizing, promoting, and/or implementing social,
commercial, sporting, political, musical, artistic, contractual, or
other events, including for example sports events, public
gatherings, concerts, and building construction projects.
[0046] As will be understood by those skilled in the relevant arts,
advertiser(s) 290, content supplier(s) 220, unit operator(s) 240,
installer(s) 260, event coordinators 295, and advertising
coordinator(s) 280 can operate as independent business entities, in
more or less formal relationships, as desired. For example, one or
more of content supplier(s) 220, unit operator(s) 240, installer(s)
260, and advertising coordinator(s) 280 operate independently, in
combination pursuant to formal or informal legal contract or
relationship, or one or more of them may be wholly or
partially-owned subsidiaries of each other, or of other entities.
Likewise, any or all of operators 220, 240, 260, 280, 290, 295 can
be divisions, offices, or separate individuals associated with a
single entity, or indeed a single person. Except as required by
context, no particular relationships are intended or implied to
exist between the various operators 220, 240, 260, 280, 290, 295 as
described herein. Each of operators 290, 220, 240, 260, 280, 290,
295 can be included in any desired numbers in implementations of
system 200.
[0047] As noted above, any or all of parties 290, 220, 240, 260,
295 and 280 can communicate between each other in any desired live,
electronic, written, or other fashion. In the embodiment shown in
FIG. 2, each of parties 290, 220, 240, 260, 295 and 280 can
communicate using electronic digital processing equipment linked
over an electronic communications network (ECN) 250 such as one or
more local- or wide-area networks and/or stand-alone computer
systems linked over a private or public network such as the
Internet. Network 250 and associated systems can be provided using
any suitable wireless or wire-line communication devices such as
modems, telephone lines, gateways 285 and associated firewalls or
other security devices, and wireless towers and other
components.
[0048] Each of operators 290, 220, 240, 260, 295 and 280 in the
embodiment shown in FIG. 2 operates or otherwise accesses one or
more client systems 292, 227, 241, 261, 297, 284, comprising
digital data processors linked to the network 250. Such processors
can include desktop, laptop, palm, server, or other class computers
such as many of those which are now widely available, processing
communications and other data using any suitable forms of software
programming or other machine instructions. Such client systems can
for example include handheld or otherwise portable units as shown
at 261 and otherwise described herein, for use by installers 260
and others working from remote or mobile locations.
[0049] A wide variety of digital processors, computer systems, and
communications and networking systems and components, as well as
appropriate operating systems and programming, suitable for use in
implementing the invention, are now commercially available, and
will doubtless hereafter be developed. The selection of suitable
devices and systems will not trouble those skilled in the relevant
arts, once they have been made familiar with this disclosure.
[0050] An example of a method of advertising according to the
invention and suitable for implementation according to
relationships and using a system such as those shown in FIG. 2
comprises acquiring rights to place advertising on surfaces of
moveable or other structures; reaching an agreement with an
advertiser and/or one or more other parties for display of at least
one advertisement on the surfaces during an event; and causing the
at least one advertisement to be placed on the surfaces for display
during the event.
[0051] An example of an implementation of such a method comprises
acquisition by an advertising coordinator 280 of rights to place
advertising provided by a content supplier 220 on behalf of an
advertiser 290 on one or more surfaces of a plurality of structures
230 operated by a unit operator 240. For example, an advertising
coordinator 280 can approach a unit operator 240 who has for
example acquired rights from an event organizer 295 to place
structures 230 such as portable toilets 221 and wastep bins 222 at
the site of an event such as an automobile race, a amateur sporting
event such as a local running race, a charitable event such as a
church social or a walk to raise funds to seek a cure for a
disease, or in a desired location for a definite or indefinite
period of time, such as for example at a construction site during
the raising of an office or condominium tower; and acquire from the
unit operator 240 and/or the event organizer 295 rights to place
one or more advertisements on one or more interior and/or exterior
surfaces of the structures 230.
[0052] Accordingly, the invention comprises in various embodiments
the provision of contracts and/or other agreements between parties
including, for example, one or more advertising coordinators 280
and one or more unit operators 240, advertisers 290, content
suppliers 220, event organizers 295, and/or installers 260. Such
contracts can be used to establish, maintain, and control
relationships between such parties in advertising schemes such as
that shown in FIG. 2.
[0053] Advertising coordinator 280 can further reach an agreement
with one or more advertisers 290 and/or event organizers 295 for
the display of advertisements on surfaces of one or more structures
230 during an event, or under some other set of defined
circumstances such as for example a defined period of time in a
specified location. For example, an advertising coordinator 280 can
reach an agreement with a food or clothing advertiser 290 and/or an
organizer 295 of an event such as an organization responsible for
organizing an auto race, other sporting event, or a contractor
responsible for raising a building.
[0054] As will be understood by those skilled in the relevant arts,
once they have been made familiar with this disclosure, contracts
or other agreements between parties in advertising campaigns
according to the invention, including for example campaigns
organized using relationship schemes and networks such as those
shown in FIG. 2, can include terms of any type agreeable to the
parties.
[0055] Such terms may for example govern or address: [0056]
ownership, operation, acquisition, maintenance, control, location,
transportation, installation, and removal of stationary, fixed,
temporary, moveable, and/or portable advertising units, whether
existing or after acquired; [0057] exclusivity or non-exclusivity
in control of advertising displayed on or within existing and/or
after-acquired advertising units, including for example sponsorship
of events or other occurrences; exclusivity of rights of
advertisers and other parties for a given period of time, on an
event-by-event, location-by-location, industry, goods, services,
sponsor, manufacturer, or other basis or bases; [0058] the content,
form, and types of advertising or advertisements; types of
advertisements and advertising units 230 used in display, and the
location of such units; the duration and/or frequency of display;
installation, maintenance, production, design, and development of
advertisements; control, maintenance, and upkeep of advertising
displayed; control of publicity; and trademark usage; [0059] access
to units and event and unit deployment venues for and installation
of advertising in various forms; [0060] provision, maintenance, and
control of power, tools, and other items necessary or desirable for
use in installing, maintaining, and removing advertisements; [0061]
compensation schemes, including for example, include one-time
installation charges on a group or per advertisement basis,
time-based payments, terms based on exposure of advertising units
to members of desired target audiences, types of advertisements
displayed, royalties, referral fees, in-kind compensation, size,
content and nature of markets, and any other mutually-acceptable
terms or schemes; [0062] requirements for cooperation in the above
or other issues between any one or more of the parties; [0063]
default and breach; etc.
[0064] As will be understood by those skilled in the relevant arts,
such agreements can also advantageously include confidentiality and
intellectual property ownership and control terms.
[0065] One particularly useful type of term which may be offered in
agreements in accordance with the invention, particularly as a part
of agreements involving advertisers 290, includes the possibility
of pre-emptive advertising, which can refer to situations in which
an advertisement which has been installed in or on an advertising
unit for some length of time can be temporarily pre-empted and
replaced by another advertisement for a shorter period of time, for
example during a particular special event, with suitable
accommodations in pricing, etc.
[0066] Thus for example the invention provides methods of
advertising which may be practiced by contractors such as
advertising coordinators 280 which comprise acquiring from one or
more unit operators 240 rights to place advertisements 1010 on
surfaces of advertising structures 230 controlled by the
operator(s) 240, reaching an agreement with an advertiser 290 for
display of at least one first advertisement 1010 on the surfaces
during an event, and reaching an agreement with another advertiser
290 for display of at least one other advertisement 1010 on the
surfaces during the event, the agreement subject to a right in the
advertising contractor to cause substitution of the other
advertising with the at least one first advertisement. The second
advertisements can for example be permanently or temporarily
removed and replaced with the pre-emptive advertisements, or merely
permanently or temporarily covered by the pre-emptive
advertisements.
[0067] One advantageous feature offered by business plans according
to the invention is the use of long term, exclusive contracts
between the contractor(s) implementing the plan, e.g., an
advertising coordinator 280 and unit operators 240 and/or
advertisers 290. Such contracts may require, for example, that unit
operator provide exclusive access to specific numbers of
advertising units within one or more specified geographical
territories for a specified period of time; access to facilities,
such as space and utilities useful for the installation and
management of advertising; and other terms useful for the
installation and management of advertising in portable units.
[0068] Pursuant to any of such agreement(s), the advertising
coordinator 280 can obtain from one or more content suppliers 220
advertisements suitable for use in fulfilling the agreement(s) the
coordinator 280 has reached with any other parties.
[0069] Advertising coordinator 280 can further cause one or more
installers 260 to install advertising materials acquired from
supplier(s) 220 in one or more of the structures 230 in accordance
with the coordinator's obligations under the various
agreements.
[0070] Among the many features offered by the invention are various
processes, implemented using appropriate software or other means,
for expediting the preparation, distribution, display, and control
of advertisements and advertising campaigns. Such processes include
inventory control and performance management processes, and
methods, software, and devices useful in installing and removing
advertisements, and in monitoring and controlling them while they
are installed.
[0071] The invention provides, for example, inventory control
processes, and suitable computer programming, adapted to provide
advertisers 290, advertising coordinators 280, and other parties
with information regarding available units 230 and surfaces
thereon, suitable for installation of advertising materials, and
locations and times of events, target audiences, etc., in which
such units are or may be made available. Among features offered by
such inventory control processes are sales and marketing functions
such as associating one or more geographic locations with
advertising content and/or associating geographical location and
advertising content with demographic information. Corresponding
software may enable features related to sales, such as for example
access to subcontract details, features related to operations, such
as market scheduling, or features related to finances, such as
invoice management or lease management functions. The software may
also enable field service management functions useful, for example,
in keeping track of work orders and maintenance requests and in
sending information relating to daily installation and removal
schedules to and receive information regarding completed tasks from
handheld or other devices used by in-field staff such as installers
260.
[0072] A particularly advantageous feature offered by such
inventory control programs is the possibility of complete
integration of communications and management functions between the
various contractors and operators, including for example
advertising coordinator(s) 280 and the other parties 220, 240, 260,
290, 295. The parties are enabled, for example, to share order,
inventory, location, implementation, and other information
seamlessly and in real time.
[0073] As will be understood by those skilled in the relevant arts,
agreements between parties such as advertising coordinators 280,
unit operators 240, advertisers 290, content suppliers 220, event
organizers 295, and/or installers 260 such as those described above
for establishing and controlling relationships between parties to
advertising campaigns such as those described in connection with
FIG. 2 can also advantageously include terms requiring the
collection, storage, processing, and sharing of data useful in
operating such inventory control programs, performance management
programs, and other programs described herein.
[0074] Various processes useful in implementing the invention may
be illustrated through the description of an advertising campaign.
Such a campaign may be implemented using process 100 of FIG. 1 and
the system shown in FIG. 2.
[0075] For example, an advertiser 290, alone or in combination with
any other parties, including any of parties 280, 220, 240, 260, and
295, can define an advertising campaign to be mounted using system
200. For example, an advertiser 290 can identify possible permanent
or temporary advertising locations suitable for use in reaching a
target audience with one or more suitable advertisements.
[0076] The identification of target audiences and suitable
advertisements and advertising locations can be facilitated using
the invention. For example, according to one embodiment, an
advertiser 290 can use an advertiser client system 292 to operate
software provided by an advertising coordinator 280 to review data
regarding available advertisements, advertising facilities, and
target audiences, including for example vast amounts and types of
demographic and consumer data during given time periods. Such
software can be provided on a server system 281, on a client system
such as advertiser client system 292, or in any suitable
distributed form; and such data may be acquired from any suitable
source.
[0077] For example, a user of an advertiser client system 292 can
use programming and data provided via a server 281 and associated
database(s) 282, and/or on one or more databases available from a
public or private source over a network such as network 250, to
identify the names, classes, locations, and times and dates
associated with particular advertising opportunities. For example,
as shown in FIG. 3, an advertiser 290 interested in advertising
related to one or more given businesses 303 can access one or more
databases of business identification information, including for
example name, location, and contact information, to compile maps
and/or listings of all such businesses and advertising venues and
opportunities meeting certain filter criteria. For example, date
filters, proximity searches, and the like can all be employed.
[0078] In the example shown in FIG. 3, an advertiser 290 wishing to
identify advertising opportunities within a given proximity of
McDonald's restaurants during a given time period has requested a
map of McDonald's restaurant locations located in the city of San
Francisco, Calif. The location 304 of each McDonald's restaurant
within the requested map area 306 is shown. The requesting
advertiser 290 has also requested a showing of all areas within the
map within a proximity of 2500 feet of each of the identified
locations 304. The areas 308 within the requested proximity can be
shown using any suitable form of distinction, as for example by
color differentiation, cross hatching, etc. In the example shown,
the proximities are denoted using a highlighting color (e.g.,
yellow) in conjunction with a perimeter circle.
[0079] In the example shown in FIG. 3, the requestor has further
caused the display of possible locations 312, 316 of advertising
units 230 under the control of one or more unit operators 240, from
or through whom the advertising coordinator 280 providing the data
has acquired rights to place advertisements within the requested
map area 306 during a designated time period 314. Such locations
are designated using first indicia (e.g., circles) 312 if they are
unavailable and/or otherwise unsuitable for the type of advertising
contemplated by the advertiser 290, and by second indicia (e.g.,
triangles) 316 if they are available and/or otherwise suitable for
the type of advertising contemplated by the advertiser 290. For
example, in the example shown in FIG. 3, first indicia 312 can
indicate that the corresponding locations are already committed to
the display of other advertising, or are of a physical form
unsuitable for the campaign planned by advertiser 290.
[0080] Locations 312, 316 can represent, for example, fixed or
permanent advertising structures such as available bill boards or
walls, or suitable locations for disposition of temporary or
moveable structures such as portable toilets, wastep bins, kiosks,
tents, fencing, barricades, portable signs, etc. Such temporary or
moveable structures may already be in place, or may be ready to be
placed in such locations by one or more unit operators 240
[0081] In order to compile the information shown in the map display
shown in FIG. 3, a user of a client system 292 such as advertising
client 290 has caused the system 292 to issue commands, using for
example proprietary software provided by an advertising coordinator
280, to access corresponding data in one or more databases 282 in a
form useable by one or more of server 281 and/or client system 292,
to display on an output device associated with the client system
292 corresponding maps and/or lists in a form such as that shown in
FIG. 3, which can represent, for example, an interactive graphical
user interface so compiled and displayed.
[0082] Thus it is seen that the map 306 and listings 318, 319
illustrated in FIG. 3 may be used by an advertiser 290 or other
party to identify a plurality of locations 330 that are within a
desired proximity of a target venue such as a business (e.g.,
McDonalds), and ergo within the expected purview of a desired
audience, which may be expected to frequent the targeted locations
and or to otherwise have a possible interest in advertising
associated with the targeted business, during a desired time period
or other time frame.
[0083] It will be appreciated by those skilled in the relevant arts
that the creation of new databases and/or association of existing
databases comprising data representing target business names and
locations, demographic information related to target audiences, and
locations and physical attributes of advertising opportunities,
including the presence and/or availability of both fixed or
permanent and moveable or temporary advertising structures,
including time periods during which such advertising opportunities
are available and the identities of parties associated with
placement, maintenance, and control of the structures, businesses,
etc., are unique and beneficial aspects of the invention, and they
are regarded as such by the inventors. While some of the
information included in such data bases has been compiled and made
available via network by others, no one has provided for the
accessing and association of such data, and its use in identifying
advertising opportunities, in the manner described herein.
[0084] FIG. 4 provides a schematic diagram of a graphical user
interface suitable for use in implementing the invention. In
particular, the interface shown in FIG. 4 can be used, in
conjunction with other features and functionality described herein,
by parties such as advertisers 290 in developing advertising
campaigns such as that developed using the strategies described in
conjunction with FIG. 3 above. An advertiser 290 or other party can
use a client system such as client system 292 to access one or more
databases 282, or other database(s), to compile data showing the
location of demographic information such as household or business
income level, spending patterns, etc., and to display or otherwise
make that information available in the form of a map 502 and/or a
list or other useful form. Such user(s) can also cause the system
200 to compile data corresponding to locations 504, 510 under the
control of one or more unit operators 240 from or through whom the
advertising coordinator 280 providing the data has acquired rights
to place advertisements within the requested map area 502 during a
designated time period 514. Such locations can be designated using
first indicia (e.g., circles) 504 if they are unavailable and/or
otherwise unsuitable for the type of advertising contemplated by
the advertiser 290, and by second indicia (e.g., triangles) 510 if
they are available and/or otherwise suitable for the type of
advertising contemplated by the advertiser 290. For example, in the
example shown in FIG. 4, first indicia 504 can indicate that the
corresponding locations are already committed to the display of
other advertising, or are of a physical form unsuitable for the
campaign planned by advertiser 290.
[0085] In the example shown in FIG. 4, data accessed at the request
of client system 292 has been compiled in form suitable for use by
client system 292 in displaying a graphical user interface
representing a map showing household incomes in various parts of
the city of San Francisco during the month of March, according to
displayed legend 508.
[0086] Using the information compiled by the processes illustrated
in conjunction with FIGS. 3 and 5, an advertiser 290 can identify
one or more advertisements suitable for conveying a desired message
to a target audience within the indicated regions and desired time
periods. For example, a representative of one or more restaurants
can determine that one or more advertisements are suitable for use
in reaching a desired target audience in the regions shown in those
figures, through the medium offered by the available advertising
structures and locations 316.
[0087] A further optional feature offered as an aspect of inventory
control processes according to the invention includes the storage
and control of contractual details in conjunction with the control
and maintenance of databases 282, etc., for use, for example, in
implementing advertising campaigns such as those enabled by systems
such as that illustrated in FIG. 2. For example, FIG. 5 provides a
schematic view of a interactive graphical user interface screen 600
useful in implementing embodiments of the invention. Such an
interface 600 can, for example, be displayed for a user of a client
system such as advertiser client system 292 or an advertising
coordinator using an administrative client 284 using data provided
by or in conjunction with server 281 using, for example, one or
more databases 282. In the embodiment shown, the user of the client
system can review and enter or modify data relating to a wide
variety of contractual and advertising details, relating for
example to deployment of one or more advertising units 230.
[0088] For example, at field 602 interface 600 displays information
identifying a contract made between an advertising coordinator 280
and a unit operator 240 "Sky Outdoor Ltd.", for the display in
advertising units controlled by operator "Sky Outdoor Ltd." of
advertisements related to an advertiser "7 Eleven Food Stores",
pursuant to a contract covering a time period of four weeks.
Pursuant to a related subcontract, as shown, corresponding mall
posters are to be displayed at San Francisco/Oakland area malls
during the contract period.
[0089] Items 604 can include interactive items, the selection of
which can enable a user of the client system on which the interface
600 is displayed to view a wide range of data. In the example
shown, the user can, by using a pointing device such as a mouse or
trackball or other suitable control device(s) elect to review
and/or modify data related to the value of the contract and
individual portions of it (e.g., the value of various forms or
content of the subject advertising), notes entered by any of the
parties 280, 292, 291, 240, 295, and/or 260 authorized to enter
them; attachments such as images of contracts or other associated
documents, or images of advertising units 230 with or without
installed advertising; maps such as maps 306, 502; details of
selected contracts or subcontracts; etc. Any or all of such
contractual details can be used by server 281 and/or various client
systems 284, 227, 292, 297, 261, 241 to control any one or more of
the various processes described herein.
[0090] As will be appreciated by those skilled in the relevant
arts, once they have been made familiar with this disclosure,
screen 600 and all of the other interface screens described or
suggested herein can advantageously be provided, together with
related process controls, according to a wide variety of
interactive software processes, using a wide variety of input and
output devices, many of which are known and others which will
doubtless hereafter be developed. For example, the well-known
WINDOWS.RTM. operating system provided by Microsoft Corporation of
Redmond, Wash., provides suitable displays, including items which
are selectable using pointing devices such as mouses (mice) or
trackballs, and which, upon selection, can cause a wide variety of
processing functions, including input, output, storage, and
arithmetical or textual processing of values represented by or
otherwise associated with the items.
[0091] Another example of inventory control processes enabled by
the invention includes scheduling features useful in planning and
implementing advertising campaigns. For example, FIG. 6 provides an
illustration of a graphical user interface 700 adapted to display
data showing the status of any number of individual advertising
units 230 deployed in various locations, as indicated in field 702,
during selected time periods, as shown in calendar field 704. As
shown in field 706, such information can be associated with and
displayed in accordance with the selection of any one or more
distinct contracts or subcontracts, to show the status of such
units 230 during periods governed by such contracts.
[0092] FIGS. 7 and 8 illustrate further features offered by
inventory control processes enabled by the invention. FIG. 7
provides an example of an interactive graphical user interface 800
adapted for accounting functions such as the preparation, delivery
(as for example by e-mail, fax, or other automatic transmission),
review, modification, and other processing of invoices. Field 802
provides a directory or tree structure providing organized access
to data records representing amounts due, paid, and otherwise
associated with accounts related to various contracts. For example,
as will be readily understood by those skilled in the relevant
arts, selection of an item "All Invoices" subordinate to a
higher-level item "Financial" in a group "Public Folders" can cause
the display in field 808 of a number of data records 812
associated, as for example through the use of suitable data fields,
with various identified contracts, along with associated due dates
and sent dates 814, 816. Further selection of an item 810 "Mar. 24,
2003 William Jones A . . . " can cause any of a variety of
user-defined further actions, including for example accessing of
further data associated with the record 810, which may for example
be used to display images of invoices, etc., and/or to create
and/or modify related data.
[0093] FIG. 8 provides an example of an interactive graphical user
interface 900 adapted for use in managing leases or other contracts
pursuant to the invention. A user of a client system 284, 227, 292,
241, 297, 261 etc. is enabled to prepare, deliver (as for example
by e-mail, fax, or other automatic transmission), review, modify,
and otherwise process leases and associated documents or records
such as lease payment records. Field 902 provides a directory or
tree structure providing organized access to data records
representing leases or lease proposals, or otherwise related to
various contracts. For example, as will be readily understood by
those skilled in the relevant arts, selection of an item 904 "All
Lease Payments" subordinate to a higher-level item "Financial" can
cause the display in field 908 of a number of data records 912
associated, as for example through the use of suitable data fields,
with various identified lease agreements, along with associated due
dates, status indicators, and other data 914, 916, etc. Further
selection of an item 910 "Feb. 25, 2004 Active 1007 Carlos Jackson
. . . " can cause any of a variety of user-defined further actions,
including for example accessing of further data associated with the
record 910, which may for example be used to display images of
invoices, etc., and/or to create and/or modify related data.
[0094] As will be understood by those skilled in the relevant arts,
accounting, billing, lease management, and other functions enabled
through the use of interfaces 800, 900, etc., can be enabled wholly
or partially through the use of known, commercially available
accounting, billing, and lease management programs, many of which
are now known and others of which will doubtless hereafter be
developed. Any such processes can be initiated and controlled
using, for example, known application control processes.
[0095] As will be further appreciated by those skilled in the
relevant arts, any of the data stored in databases 282, etc., and
useful in performing any of the processes described herein can be
entered and/or modified by any one or more of the parties 280, 292,
291, 240, 295, according to authorizations set by any one or more
of them. For example, in some embodiments of systems according to
the invention any one or more of advertising coordinator 280 and/or
operator 240 are authorized so set authorizations for any one or
more other users, in order to maintain the security and control of
the contents of the databases 282, etc. Similarly, the security of
such data may be protected by restricting access to authorized
users using, for example, known data security architectures.
[0096] The invention further provides uniquely efficient and
effective methods, systems, and tools for aiding in the
installation, monitoring, removal, and maintenance of
advertisements on advertising units 230.
[0097] One feature of the invention that can be particularly useful
in promoting the efficiency and effectiveness of installation,
monitoring, removing, and maintaining advertisements in accordance
with the invention is provided through processes and systems useful
for the automatic preparation and dissemination of routing lists,
maps and schedules using functions and data available through the
inventory management process. Such process features may, for
example, be provided using data entered into databases such as
advertising coordinator database 282 by any party or parties
involved in the concerned advertising effort. A particularly useful
feature of such processes and systems is their ability to process
and make use of current ("real time") information in monitoring the
status of installations, removals, and maintenance efforts. Such
status information may be provided and updated or otherwise
modified by any party using the system and authorized to do so,
including for example an authorized unit operator, installer, or
content supplier.
[0098] An example of the use of such processes to prepare,
disseminate, and use such routing lists, maps and schedules may be
demonstrated through reference to the figures.
[0099] FIG. 9 is a schematic view of an interactive graphical user
interface provided by an inventory control system according to the
invention. Such an interface can be provided, for example, at a
client system accessed by an advertising coordinator 280, a unit
operator 240, or an installer 260. By accessing a "Job Manager"
function, the user can cause a screen such as screen 1000 to be
displayed. By using suitable pointing devices to select items in
directory tree, the user can cause data included in data sets
stored in database 282 or elsewhere to be displayed in field 1004.
Such data can include, for example, data sets comprising data
records associated with various advertising campaigns, or "jobs".
At 1006, for example, data associated with selectable item 1008
"AWNY 2006" in tree 1002 has been displayed as a result of
selection of item 1008. Data displayed at 1006 comprises
information indicating that the job "AWNY 2006" can be described as
"AIDS Walk New York", which has been classed as a special event and
is associated with a status of open--that is, that the campaign is
still active, as for example from the point of view of the
advertising coordinator 280. The item "Total Task Count", which
with respect to the data record associated with item 1008 has a
value of "128", can indicate how many unfinished tasks have been
identified as associated with the job.
[0100] By activating an appropriately-programmed interface control,
a user can cause the server system 181 or any one or more of client
systems 284, 292, 261, 291, 241, etc., to display or otherwise
present options for accessing and processing data related to the
job item 1008. For example, as shown in FIG. 10, "right clicking" a
standard Windows.RTM.-compatible mouse or other pointing device
after selecting an interactive job item 1008 ("Sample for Patent")
can cause a "pop-up" menu 1102 to be displayed, in accordance with
standard Windows.RTM. functionality. Menu 1102 can provide
selectable items corresponding to various command signals,
selection of which by a user can cause the inventory management and
control system to execute corresponding data processing functions,
using corresponding data associated with the selected item 1008. In
the example shown, command options provided within menu 1102
include options for editing data associated with the selected job
item 1008; adding/removing specific task data records associated
with the selected item 1008; assigning various users and/or groups
of users of system 200 authority to access and optionally modify
the corresponding data, and/or responsibility for performing the
tasks indicated; preparing routing/scheduling lists assignable to
various users; and to cancel the job associated with the selected
item 1008.
[0101] Selecting menu item "Route" 1106 from menu 1102 can cause
system 200 (e.g., server 281) to issue command signals suitable for
causing the display of an interface 1200 such as that shown in FIG.
11. In the interface 1200 shown in FIG. 11, selection of the
"Route" command 1106 has caused display in a field 1202 of all
cites associated with the job selected at 1008. Such display can be
caused, for example, using processes commonly employed in database
searching and other data processing, including for example the
identification of associated data records through the use of
sequentially or otherwise-identified fields within individual data
records and data sets. Some or all of the data associated with each
site record, which may be associated with multiple task records,
can be displayed in one or more fields 1202, 1204.
[0102] In the example shown, selection of item 1008 and "Route"
command 1106 has caused display in field 1202 of multiple sites
associated with the selected item 1008. Such sites can correspond,
for example, to the fixed, current, or intended future locations of
fixed, temporary, or moveable advertising units 230. Each such site
is identified in field 1202 by an assigned name 1206, a physical
location which may for example comprise a street address 1208, a
cross-street 1210, a city 1214, a number of units located at the
cite, a number and type of advertisements to be displayed, etc.
Also provided in conjunction with each site 1206 is a selectable
item 1220, such as a "radio button," or check box provided as a
standard part of the Windows.RTM. operating system.
[0103] A user can select one or more items 1220 in order to cause
the system to display in field 1204 each individual task associated
with the selected site(s). In the example shown, a single task 1222
associated with a type or command "Take Down" has been displayed.
In this manner the user can build and display in field 1204 a set
of associated data records corresponding to a desired set of tasks
to be performed by, for example, one or more installers 260.
[0104] As will be understood by those skilled in the relevant arts,
at each stage of data processing using functions associated with
inventory control and management systems according to the
invention, review and selection of desired data records can be
facilitated through the use of filter sets. Useful forms of such
filter sets, which can be used to control review and display of
data from databases such as database 282, are well known, and can
be applied to implementation of the invention in a straightforward
manner.
[0105] Once the user has built in a field 1204 a desired set of
tasks to be performed by one or more installers 260 or other
parties, the user can issue command signals adapted to cause
display of a map showing the geographic location of the selected
sites. For example, the user can select a mapping command from a
command menu such similar to pop-up menu 1102. Selection of such a
command can cause the user's client system to send to a server 281
or other processor signals adapted to cause the processor to access
and display a data base of maps, together with indicia showing the
location of the selected sites. For example, issuance of such
commands can result in display of a map 1300 such as that shown in
FIG. 12, which includes both a regional geographic and highway map,
as well as indicia 1302 showing the location of selected sites
1222.
[0106] A user can further use inventory control and maintenance
processes provided by server 281, etc., to create a route and
schedule, which may be optimized to, for example, minimize travel
time or travel distance, and which may include directions for
proceeding from site to site and for accomplishing the tasks to be
performed there.
[0107] For example, as shown in FIG. 13, a user can select a
command item 1102 "Route" from a command menu 1102, and a further
command item 1402 "Create Route" from dependent command menu 1404,
in order to cause the user's client system to issue command signals
adapted to cause server 281 to access routing and optimization
routines, using selected data and appropriate geographic databases
to compile a route or schedule for use in accomplishing tasks
associated with implementation of an advertising campaign.
[0108] Using information such as desired starting and/or ending
times and locations, such routing and optimization routines can,
for example, access databases and to identify suitable routes from
a starting point to a nearest or most convenient job site, using
for example known navigational principles, and to create data sets
containing suitable driving or other routing commands, as well as
instructions for accomplishing the corresponding task. Such
processes can be used, for example, to associate each site and/or
task with a stop number 1502, a stop address 1504, driving comments
1506, and a task count (i.e., a number of tasks to be completed at
the corresponding location), and to compile a suitable routing list
1510, as shown for example in FIG. 14.
[0109] Such routines can further provide estimated arrival and
departure times for various sites on the route, and estimate travel
times between sites.
[0110] Routes and schedules so determined can be stored in any
desired type of memory, at any desired location, and can be
disseminated via network or other means and displayed in desired
forms in user interfaces at any desired client systems. They can
also be printed in paper or other copy for dissemination.
[0111] An example of a user interface displaying such a
route/schedule is shown in FIG. 15. Interface 1600 of FIG. 15
comprises a field 1602 which includes a listing of the compiled
route and schedule, showing departure and arrival times, distances
between points, and direction from points to point. Interface 1600
further comprises a map field 1604 displaying stops, together with
their corresponding stop numbers. Field 1606 provides selectable
items (e.g., hypertext links) to directory trees and other data
sets providing information that might be useful to an installer or
other party considering the route/schedule.
[0112] In order to facilitate installation, removal, and
maintenance of advertisements by installers 260 and/or others,
routing and scheduling information can be forwarded to any one or
more of client devices 292, 227, 241, 261, 284, 297 etc., via
wireless or hard-wired communications circuits or networks, by fax,
by mail, or by any other form. In some embodiments of the
invention, such routes/schedules are disseminated in digital form
by communications networks which can include both wireless and
wireline components.
[0113] An embodiment of a system useful for disseminating routes,
schedules, and other communications useful in installing,
monitoring, removing, and maintaining advertisements on advertising
units in accordance with the invention is shown in FIG. 16. System
1700 of FIG. 16 comprises a subset of components comprised by
system 100 shown in FIG. 1, including for example advertising
coordinator system 180 and installer system 260.
[0114] In the embodiment shown, installer system 260 illustrates
some of the very wide variety of installer client systems 261 that
are suitable for use in implementing the invention, including
handheld device(s) 1720, digital camera(s) 1706, laptop computer(s)
1708, and telephone(s) 1012, which may be conventional or wireless
or of any other form.
[0115] Handheld devices 1720 provide significant advantages in
implementing various embodiments of the invention. In this aspect
the invention provides highly innovative and unique handheld
devices adapted for highly efficient installation, removal,
maintenance, and monitoring of advertisements, which represent
substantial improvements over previously-available devices.
[0116] Handheld devices according to the invention can include any
or all of radio-frequency identification (RFID), barcode and/or
other machine-reading devices; automated positioning equipment such
as global positioning systems (GPSs); digital imaging devices such
as cameras or video recorders; wireless communications devices; and
various input/output devices such as LED, LCD, or other display
screens, keyboards, pointing devices, speakers, and the like. The
devices can be controlled separately or in any combination using
any desired combinations of general- or special-purpose processors,
operating system software, firmware, etc., as well as volatile
and/or persistent memory devices.
[0117] In various embodiments of the invention handheld devices
1720 and/or any other installer client systems 261 are adapted for
the wireless or other reception of data sets, including for example
data sets useable by the processor(s) and displays provided within
the devices for displaying information such as routing lists,
schedules, maps, and other directions, as described herein.
[0118] A process for installing, removing, monitoring, and
maintaining advertisements in advertising units 230 in accordance
with the invention is shown in FIG. 17. Process 1800 of FIG. 17 can
begin at 1802 with an installer 260, who may for example be an
independent contractor or an employee of or otherwise affiliated
with any one or more of parties 280, 240, 295, 220, 290 activating
his client device 261, which may include a handheld device 1720,
and starting an inventory control and management application,
including logging in and authenticating him/herself as required or
desired.
[0119] An example of an interactive user interface suitable for
display on a handheld device 1720 is shown in FIG. 18. Interface
1900 is adapted for implementation, for example, as an initial
(e.g., "desktop") screen provided by the handheld device upon
activation. As illustrated, interface 1900 comprises a selectable
item or "icon" 1902, selection of which can be adapted to issue
command signals causing handheld unit 1720 and/or server 281 to
initiate a routing/task application as described herein.
[0120] For example, selection of item 1902 in FIG. 18 can result in
presentation of an interface screen such as screen 2000 shown in
FIG. 19, which is adapted for inputting in field 2002 of a user
name and/or password as part of a log-in process, using suitable
commands and input devices such as pointing devices and input keys,
and further selectable items 2004, 2006. 2104, 2106 can be adapted
for performing "enter" and "cancel" functions compatible, for
example, with standard Windows.RTM. functionality.
[0121] Entry of user names, passwords, and the like can cause data
representing such names or passwords to be transmitted to a gateway
285 associated with advertising coordinator system 280 and used to
supply a secure firewall to prevent unauthorized access to data
stored in database 282 or unauthorized use of commands, etc., for
processing data using server 281, etc.
[0122] With the inventory control application activated, the
installer 260 can access, for example by downloading from an
advertising coordinator server 281 or other source, a
route/schedule listing indicating one or more tasks to be
performed, and the location of the advertising unit 230 with
respect to which such activity is to be performed. The
routing/scheduling information can be displayed in one or more of
the forms shown in FIG. 14 or as otherwise desired or adapted. For
example, a routing list can be displayed in list form, as shown for
example in field 1510 of FIG. 14, with selectable items or other
means for selecting entries and expanding the amount of data shown,
and means for switching to map views, etc.
[0123] An example of a routing or task list suitable for
presentation on a handheld device 1720 is shown in FIG. 20. Such a
display can be interactive, as herein described, and can include
selectable items 2102, 2104, 2106 for scrolling through further
portions of the route/scheduling list 2108; 2110 for obtaining help
or further information, and 2112 for causing previously-entered
data to be accepted and used in updating and refreshing the display
2100. Items 2102, 2104, 2106, 2112, and 2114 can be adapted for use
consistent, for example, with standard Windows.RTM.
functionality.
[0124] In addition, a routing/scheduling list may also be printed
in paper or other copy. In some embodiments of the invention,
printed routing/task lists including unique machine-readable
identifiers such as bar codes are provided in conjunction with
individual tasks included in the routing/scheduling list. When used
together with handheld devices 1720 equipped with bar code, RFID,
or other machine reading devices, and with advertising units 230
equipped with RFID tags, bar codes, or other machine-readable tags
1702, such lists can, as will be described, be used to
automatically associate specific tasks included within the
route/scheduling list with individual advertising units 230.
[0125] Examples of further interface displays suitable for
presentation on for example a handheld unit 1720 are shown in FIGS.
21a and 21b. In FIG. 21a, an example of a group work list, to be
completed for example by a plurality of installers, is shown. A
display of the type shown in FIG. 21a is suitable for presentation
to, for example a supervisor employed by an installer 260. By using
scrolling buttons and various other input controls, a user can for
example select an individual task 2204, and by thereafter selecting
"View Details" item 2204, can cause display of an interface such as
that shown in FIG. 21b. The display shown in FIG. 21b shows a
number of details of an individual task. In the example shown, the
task relates to maintenance of an advertising unit 230, including
repainting and replacement of broken glass Fields 2206 are all
adapted for input or revision of previous input by authorized
users. A check box for indicating completion of the task is also
provided, at 2208. By selecting "Save" item 2210, the user can
cause the installer client system 261 to send to coordination
server 281 or other desired recipient data indicating any updates
or revisions made to data presented in any of fields 2206, with
corresponding modifications being made to data sets stored in
database 292 and any other desired data sets, including for example
any client-controlled data bases, and appropriate revisions to any
subsequent data processing.
[0126] Displays presented to a user of a handheld device 1720 or
other installer client system 261 can further include lists of
supplies required or desired for completing each of the tasks
included in the downloaded list. Such materials, tools, or supplies
lists can be updated in accordance with revised data sets by for
example activating an item 1912 on a corresponding display
screen.
[0127] Having accessed the desired routing or scheduling list, a
user of an installer client system 261 can, as mentioned, further
access a list of supplies required for completing the tasks
included in the list. Accordingly, at 1802 the installer can gather
any desired or required equipment, including for example any
advertising materials, frames, wraps, rivets, and other devices.
The user can further access the first stop in his routing/schedule
list.
[0128] At 1804 the installer proceeds to the first (or next) stop
on the accessed list. For example, the user of an installer client
device 261 can select item 2116 in list 2108 of FIG. 20, and then
item 2118, to cause a handheld unit 1720 to display a map 1604
and/or driving instructions 1602 and drive to the indicated
site.
[0129] Where multiple advertising units 230 are provided at a
single site, at 1806 the installer can proceed to the location
indicated in the work list as the location of the first unit 230 to
be serviced, and at 1808 determine whether the unit is present.
[0130] If the advertising unit 230 is not present at the location
indicated in the routing list, at 1810 the installer can enter an
appropriate notation in his/her handheld device 1720 and/or on a
printed copy of the routing list, and cause updated information to
be uploaded to database 282, so that, for example, a representative
of advertising coordinator 280 can attempt to contact the
responsible operator 240 for updated information. Thereafter
processing can proceed from step 1840.
[0131] An advantage offered by the invention is that incidents
preventing an installer from completing a task (i.e., an
"exception" to the task list) appointed by the route/scheduling
list can be reported immediately to one or more parties authorized
to correct the problem. Appropriate further notations recording the
correction can thereafter be entered into the database 282 and
disseminated to any affected installers 260, so that tasks may be
completed as rapidly as possible, and in many cases on the same
day. Examples of exceptions include process blocks or steps 1808,
1812, 1816, 1820, and 1824. In general, however, exceptions can
include any occurrence outside the expected flow of work
anticipated by the route/scheduling list. For example, inability to
access a unit 230 due to a locked door or gate, broken equipment,
or use by the unit 230 by others which renders servicing
impracticable.
[0132] For example, in such cases, and in the case of all
exceptions described herein, corrective information obtained by an
advertising coordinator can be entered into database 282, by entry
of suitable notations in input fields in for example a task list
screen 2106, and selection of upload item 2120 as shown in FIG. 20.
This can cause revised data to be uploaded to the server 282 and
further processed so that updated routing/scheduling lists can be
disseminated to responsible installers 260. In this way routing and
scheduling lists can be revised and subsequently acted upon in real
time. Thus an installer's work assignments can be changed during
the work day, in order to obtain the most effective and efficient
possible completion of tasks included in the routing/scheduling
list.
[0133] An advantageous method provided by the invention of marking
advertising units according to the invention, and thereby
facilitating the efficient and effective tracking of the units for
installation, removal, maintenance, and monitoring of
advertisements is to attach to the units RFID, barcode, or other
machine-readable identification (ID) tags. This permits an
installer 260 to read the ID tags using his/her client system 261,
and thereafter to send updated information relating to the unit 230
and any installed advertisements to the database 282 for further
appropriate processing or reprocessing.
[0134] Accordingly, at 1812 the installer can check to determine
whether the unit located on his routing/scheduling list has been
tagged and correctly including in the routing/scheduling list. If
desired, and if such an ID tag is attached to the unit 230, at 1814
the installer can make a suitable notation on a physical (e.g.,
paper) list or worksheet for further appropriate action by the
advertising coordinator 280 or other suitable party. Thereafter
processing can proceed from step 1826.
[0135] If at 1816 the unit has not been so tagged, at 1818 the
installer can create suitable identifying information and make an
appropriate notation on the worksheet for further appropriate
action by the advertising coordinator 280 or other suitable party.
Thereafter processing can proceed from step 1826.
[0136] If at 1820 the unit has not been included in a
routing/scheduling list, at 1822 the installer can make a suitable
notation on his worksheet for further appropriate action by the
advertising coordinator 280 or other suitable party. Thereafter
processing can proceed from step 1825.
[0137] If at 1824 the structure is not tagged and framed, but is on
the route sheet, or if the exception at 1820 applies, at 1825 an ID
tag can be installed. For example, and RFID tag 1702 or barcode
label can be affixed to an appropriate portion of the advertising
unit 230.
[0138] At 1826 any advertisement(s) can be installed in the
advertising unit 230, in accordance with directions provided in the
route/scheduling list. For example, the list can identify the
content and form of the advertisement to be installed, as well as
any required tools.
[0139] When the appropriate advertisement(s) have been installed,
at 1828 and 1830 appropriate notations, including for example the
identification number of the affected advertising unit 230 and an
identifier corresponding to the installed advertisements, together
with any other desired data and/or notations, can be made in the
printed route/scheduling list and, at 1832, via the handheld device
1720 and./or other installer client system(s) 261.
[0140] At 1834 the installer can scan the ID tag attached to or
otherwise associated with the advertising unit 230, using a
suitable machine reading device such as a handheld unit 1720
according to the invention, and at 1836 the installer can verify
that the scanned ID number matches the number listed on the printed
routing/scheduling list. The installer can also photograph or
otherwise capture an image of the advertising unit 230 with the
advertising installed. A suitable image can be obtained using a
digital imaging device 1706, which can be incorporated within an
installer client device 261 such as a handheld device 1720, or can
be communicatively linked to such devices, or otherwise
communicatively linked to database 282, using bluetooth or other
wireless technologies. Using suitably-adapted commands on the
client device 261, the photograph can be associated with the
appropriate installation task, including for example any
advertisements 1010, advertising unit(s) 230, etc., and with other
identifying data, for further processing by server 281, etc.
Digital imaging devices suitable for use in implementing the
invention include, for example, electronic digital cameras with or
without associated communications devices such as data transfer
cables and/or Bluetooth-enabled devices.
[0141] In appropriate fields provided in an installer client system
261, at 1838 the installer can enter the number and types of
advertisements installed, together with their physical location on
the advertising unit, and can enter commands indicating that the
task has been completed.
[0142] At 1840 and 1842 any exceptions noted by the installer,
including for example any outstanding required servicing or repairs
for the affected advertising unit 230, can be entered for further
processing by any appropriate parties 280, 240, 220, etc.
[0143] If at 1844 there remain on the route/scheduling list any
further tasks, processing can return to block or step 1804. Process
1804-1844 can repeat until all listed tasks have been
completed.
[0144] When all listed tasks have been completed, at 1846 the
installer can return to the work yard, employment base, or home,
etc. The installer can further synchronize his/her client system
261, including for example his/her hand held device 1720, with the
advertising coordinator database 282. For example, at 1848 the
installer can dock the handheld device 1720 in an appropriate
synchronizing device. At 1850 the handheld can be re-charged, or
otherwise refreshed, for service in a subsequent task list. Any
software updates can be accomplished using such docking device.
[0145] Alternatively, as described above, exceptions, task
completion notations, and other comments can be uploaded through
wireless or other communications means, and the database updated on
a continuous (e.g. "real time") basis.
[0146] In addition, at 1852 the installer can provide his/her
annotated printed copy of the route/scheduling list to an
appropriate administrator, for input at 1854 to the database 282,
and/or other processing, including for example follow-up
maintenance. At 1856 updated information regarding tasks can be
exchanged with the database 282.
[0147] The invention further provides systems, methods, and
computer programming which are useful in improving the ability of
advertisers 290, advertising coordinators 280, and others to
monitor the status of both individual advertisements and
advertising campaigns.
[0148] For example, the invention includes the provision by
advertising coordinators 280 and/or other of network interfaces, or
portals, which enable advertisers 290 and others to view images and
other various metrics in real time in order to evaluate the status
of both individual advertisements and advertising campaigns.
[0149] For example, through the provision of suitable programming
on server 281 and/or various client systems 292, etc., an
advertising coordinator 280 or other party can enable an advertiser
290 or other party to access an interface such as interface 2300
shown in FIG. 22 on a client system such as advertiser client
system 292. Interface 2300 is suitable for serving, for example, to
enable an advertiser or other party to access and review data
related to a plurality of advertising campaigns coordinated by the
advertising coordinator 280 who has coordinated such campaigns.
Access suitable for use by a client system 292 for displaying an
interface screen 2300 can be provided, for example, from a secure
data base 282 following suitable log-on procedures via gateway 285.
For example, a suitably-modified log-on interface corresponding to
that shown in FIG. 18 can be provided to elicit a user name and/or
password, and to cause corresponding data signals to be sent to
gateway 285 for processing to authorize access to the advertising
coordination system 280.
[0150] In the example shown in FIG. 22, an authorized user's client
system has presented an interface enabling access to data related
to an advertising coordinator 280 on behalf of an advertiser 290
"Sony Playstation" at three locations in conjunction with various
events "Nissan Shootout", "El Pismo Beach", and "Dickies 500".
Access to such data may be gained by selection of a corresponding
one of items 2302. Alternatively, the user can select one of report
items 2304 to access data related to various reports providing
data, including metrics by which the user can assess the status and
effectiveness of an advertising campaign.
[0151] Selection of item 2306 "El Pismo Beach", for example, can
result in display of an interface 2400 such as that shown in FIG.
23. Interface 2400 displays several information items useful for
assessing the status and effectiveness of an advertising campaign
conducted at El Pismo Beach.
[0152] Images 2402, which can for example include images displayed
using data acquired by an installer 260 at the site of an
advertising installation using a digital image recording device
1706 and uploaded to advertising coordinator database 282 as
described herein, can show one or more advertisements 1010
installed on or in one or more advertising units 230.
[0153] Descriptions 2404 can provide summary or other information
related to the installation. In the examples shown, description
2404 provide data related to the production and interpretation of
corresponding images 2402.
[0154] Location data 2406 can provide the locations of the
corresponding installations shown in images 2402. In the example
shown, geographic locations in the form of latitude and longitude
are provided. Location data can be provided, for example, by an
installer 260 at the site of an advertising installation using a
processor within a handheld device 1720 to associate an identifier
associated with an advertising unit 230 with a location determined
by a GPS or other navigational or positioning aid included within
or otherwise associated with the handheld device 1720, and
uploading the ID and location data to the database 282. For
example, by using a machine reading device of a handheld device
1720 to scan an ID tag attached to an advertising unit 230, and a
GPS system included within the handheld device in conjunction with
suitable command input data, as described herein, the installer can
record the location of individual uniquely-identified advertising
units 230, and thereafter cause them to be uploaded to and stored
within advertising coordinator system 280.
[0155] By using selectable items 2410, 2412, a user of the client
system 292 reviewing the interface 2400 can instruct the server 281
to identify and retrieve or otherwise further process desired data
associated with the data shown in fields 2402, 2404, 2406, 2408, as
desired. Where more data is available relative to the selected
campaign than can be presented on a single interface screen 2400,
selectable "page" items 2414 can be provided. Such items 2414 can
be used to cause server 281 and/or database 282 to access and
provide for display additional data. Such processes can be
performed, for example, according to known "paging" functions
provided by standard Windows.RTM. functionality.
[0156] Selection of a "select" item 2410 and issuance of a suitable
execution command (such as a Windows.RTM.-style "enter" command)
can cause the client system 292 to issue command signals adapted to
cause the client system 292 and/or server 281 to access
corresponding data in database 282, and to use the accessed data to
present an interface screen such as interface 2500 shown in FIG.
24.
[0157] Interface screen 2500 of FIG. 24 provides an enlarged image
2502 showing a plurality of advertisements 1010 applied to external
surfaces of a plurality of advertising units 221, 230. Screen 2500
further provides a high-angle image 2504 shown the sites 2506 of
installation of several advertising units 230, including site 2508
of the plurality of units 221, 230 represented by image 2502. In
some embodiments of the invention items 2506 are selectable, such
that selection of an item 2506 using suitable pointing and
selection devices can cause the client system 292 to issue command
signals causing the client system 292 to be provided with data from
database 282 suitable for use in displaying an image 2502
representing the selected item 2506.
[0158] Interface screen 2500 further provides pluralities of
selectable items 2510, 2512 which may be used to enable a user to
access further data related to the various items shown in the
images 2502, 2504. In this way a user of a client system such as
client system 292 can be enabled to "navigate" through data
representing a large number of installation sites using, for
example, known Windows.RTM.-style browsing techniques.
[0159] As mentioned above, various databases external to
advertising coordination system 280 can be accessed to provide
images and other data shown in interfaces screens such as interface
2500. For example, one or more of several commercially-available
databases such as Google Earth and Europe Technologies can be used
to provide high-angle photographs such as that shown at 2504 in
FIG. 24.
[0160] Selection of one of items 2304 in FIG. 22 can cause display
of an interface screen displaying data related to various reports
providing data, or metrics, by which the user can assess the status
and effectiveness of an advertising campaign. For example,
selection of "Deployment Report" item 2308 of FIG. 22 can result in
presentation of interfaces 2601 and 2602 of FIGS. 25 and 26.
[0161] Data presented in the interface screen of FIG. 25 include a
summary of information describing a campaign "Sony Playstation"
mounted by an advertising coordinator 280 on behalf of a client
"Sony Playstation". The summary includes indications of the type of
campaign coordinated, the start and end dates of the campaign, the
type(s) of markets targeted, and the number and type(s) of
advertisements 1010 installed. In the illustrated example, 220
interior frame-mounted advertisements ("frames") and exterior
wrap-type advertisements ("wraps") were installed.
[0162] In the example illustrated in FIG. 26, details of the "Sony
Playstation" campaign summarized in the interface illustrated in
FIG. 25 performed at the location/event "Nissan Shootout" are
displayed. At 2602, a unique contract number assigned by the
advertising coordinator 280 who coordinated the campaign is
indicated, and at 2604 start and end dates for the campaign. The
type(s) of advertisements 1010 installed (in this case, wraps
placed on portable toilets 230, 221) are indicated, and at 2606 the
site of that portion of the campaign for which details are
listed.
[0163] At 2630 is presented a list of each individual advertisement
installed. At column 2608 the type of each advertisement is listed,
and at 2610 the individual surface of the advertising structure 230
to which the advertisement is attached. A task type is provided at
column 2611, together with the date the on which the task is due to
be completed in column 2612. Completion of the tasks is confirmed
in columns 2614, 2616. Column 2618 indicates the number of days
each advertisement was (to be) displayed. This date can be entered
manually in anticipation of fulfillment of the contract 2602, or
can be determined automatically using the data indicated at columns
2614, 2616. At 2620 the unique identification number of the
advertising structure 230 is indicated. This number can be the
same, for example, as the number indicated on an attached RFID,
barcode, or other machine-readable ID tag, as disclosed herein.
[0164] At 2622 are provided indications of the number of pages (or
images or interface screens) comprised by the report as
presented.
[0165] At 2624 are provided selectable links to comments and data
attachments associated with the campaign described in the displaced
data. Such attachments can comprise, for example, further documents
or images.
[0166] In FIG. 27 another example of an interface useful for
enabling a client system to access related to advertising campaigns
is shown. At 2710 information summarizing details of a campaign are
provided in terms generally consistent with those described above.
At 2702 a map showing a location 2703 corresponding to the address
2705 provided in summary 2710 is displayed, together with at 2704
an image showing two "frame"-type advertisements 1010 installed on
interior surfaces of a portable toilet 221, 230. As indicated at
2711 and 2712, the frames are 10.times.30 inch poster type
advertisements.
[0167] A further example of interfaces provided by the invention
for enabling advertisers 290 and others to monitor and assess
advertising campaigns is shown in FIGS. 28-30. The interface shown
in FIG. 28 provides an image comprising a map 2802 superimposed on
an image representing large-scale image of a portion of the earth.
Map 2802 comprises superimposed user-selectable site item 2804,
which represents a site at which advertising has been installed in
accordance with the invention, and is associated with data stored
for example in database 282 representing information related to the
installation of advertising pursuant to the advertising campaign.
Such items may for example be displayed only at the request of
advertisers 290 or other parties who have been granted access
authority by an administrator of the corresponding database(s). As
previously discussed, image 2800 can be assembled using data
provided, for example, from one or more proprietary and/or
commercially-available databases, such as Google Earth.
[0168] Image 2800 can be interactive, so that a user of a client
system such as advertiser client system 292 can, for example, by
using a suitable pointing/selecting device and computer operating
system software, select site item 2804 to cause an enlarged or
"zoom" type portion of the image shown in 2800 to be displayed, as
shown in FIG. 29. In the "enlarged" image shown in FIG. 29,
selectable item 2804 is shown in conjunction with data associated
with the selected site. Display of such data can be caused, for
example, by enlargement of images 2800, 2900 to a predetermined
scale. In the example shown, the data displayed represents a
summary of installations of advertisements 1010 at a site "C:
Trailer" in association with an event sponsored at the location
shown.
[0169] Like image 2800, image 2900 can be interactive, so that a
user of a client system such as advertiser client system 292 can,
for example, by using a suitable pointing/selecting device and
computer operating system software, select site item 2804 to cause
a further enlarged or "zoom" type portion of the image shown in
2800, 2900 to be displayed, as shown in FIG. 30. In the
further-enlarged image shown in FIG. 30, selectable item 2804 is
shown in conjunction with data associated with the selected site.
In the example shown, the data displayed includes a more-specific
representation of the sites of individual advertising structures
230, 221, together with a summary item 2902 showing images 2904 and
details 2906 related to the advertising installation.
[0170] Further examples of client portals enabled by the invention,
which are useful, for example, in developing and monitoring
advertising campaigns, are shown in FIGS. 31-33.
[0171] Interface screen 3100 provides an interactive map image 2303
adapted for display on for example a client system 297 of an
organizer 295 of one or more events and/or an advertiser 290 who
may be involved in creating or developing one or more advertising
campaigns, and/or monitoring the progress of one or more currently
occurring campaigns, and/or assessing a previously-completed
campaign. In the example shown map image 3202 comprises a plurality
of selectable items 3204 showing the locations of a plurality of
venues such as special events coordinated by an event organizer 295
or targeted by an advertiser 290. Interactive items 3204 correspond
to interactive hypertext links 3206 provided in a textual list of
the venues. Selection of one of items 3208, 3210 associated with
data corresponding to a venue "Daytona International Speedway" can
cause display of a screen such as that shown in FIG. 32.
[0172] Interface 3200 of FIG. 32 provides a number of details of
advertising possibilities at the selected venue "Daytona 500". The
details displayed can be interpreted as metrics useful in planning,
executing, and/or assessing an advertising campaign. As will be
apparent to those skilled in the relevant arts, a large number of
such metrics are now known, and will likely hereafter be developed.
The invention provides unique methods of gathering and accessing
data related to such metrics, particularly in relation to specific
venues.
[0173] At 3202 a list of total numbers of advertising units
available at the selected venue is provided. Such advertising units
can comprise, for example, fixed or movable structures such as
billboards or walls, and moveable or temporary structures such as
portable toilets, wastep bins, or kiosks, and/or locations suitable
for the location of such moveable or temporary structures. In the
example shown in FIG. 32, list 3202 further comprises indications
of the number of such available units that have been sold for a
particular time period, such as is associated, for example, with a
specific event such as an automobile race, or sold with respect to
a given existing agreement; the number of units that have been
reserved pending completion of advertising agreements, as disclosed
herein, and the number of units yet remaining available for sale
pursuant to any such agreements. Field 3204 provides a summary,
which can for example be based on calculations made by a server 291
using data representing values associated with the sale of
individual advertising spaces during relevant time periods. Field
3206 provides a number of selectable links to data files
representing documents providing further information on advertising
at the selected venue. Field 3208 provides access to images of
individual advertisement(s) 1010 available for display at the
venue, as for example pursuant to agreements with one or more
advertisers 290. Field 3210 provides further information related to
agreements in force or contemplated in relation to advertising at
the selected venue.
[0174] Interactive items 3212 provide links to further information,
including for example further summaries of advertising metrics
based on past, current, or projected data, and images or text
documents representing proposed or executed agreements. For
example, selection of item 3214 "Deployment" can result in the
presentation of a display 3300 as shown in FIG. 33.
[0175] In the example shown, FIG. 33 provides an interactive image
3302 representing a map of the selected venue. Map image 3302
comprises a plurality of selectable items 3304 representing various
advertising structures 230 suitable for installation of one or more
advertisements 1010. Selection of an item 3304 can for example
cause display of an image showing the selected advertising
structure 230, with or without desired or proposed advertisements
1010 installed. Field 3306 provides a schedule of proposed events
planned to take place at the displayed venue. Individual text items
displayed in field 3306 can comprise selectable items linked to
data providing further information about the scheduled events,
including for example demographics of expected audiences, which may
be useful in assessing advertising opportunities connected with the
event.
[0176] Field 3308 provides selectable links to further information
including, for example, documents, images, lists, and blog- or
chat-room type discussions of various venues and/or events. For
example, item 3310 provides a link to a database comprising one or
more documents shared between pluralities of the parties shown, for
example, in FIG. 2.
[0177] As will be appreciated by those skilled in the relevant
arts, an interactive display such as that shown in FIGS. 31-33
provides a powerful tool for establishing and evaluating a wide
variety of metrics useful in assessing past, current, or proposed
advertising campaigns.
[0178] As previously disclosed, the invention in some aspects
provides processes useful in monitoring and controlling the
installation of advertisements 1010 in or on advertising structures
230, and software useful for implementing such processes using
automatic data processing equipment such as that comprised by
system 200 shown in FIG. 2, which are useful for allowing
advertisers and others to assess advertising campaigns by
monitoring exposure to the advertisements by the desired target
market. At many events or venues which require portable or other
advertising structures 230, for example, attendees will be required
to wear event-specific identification tags at all times. This
software can be used in conjunction with radio RFID tags placed in
or otherwise associated with the advertising inventory and
identification tags worn by individual users to determine which
particular portable facilities are being used at any particular
time, and therefore which advertisements are being viewed by or
exposed to targets, which can by identified by various demographic
classes or even on an individual basis. System (e.g., web-based)
access to this information can be provided to advertisers 290
and/or portable restroom operators 240 either in real time or as a
collection of stored historical data.
[0179] In many embodiments of the invention the use of such
processes and software can be significantly facilitated through the
acquisition of input relating to advertising structures 230 and
advertisements 1010, which may collectively be referred to as
inventory, from unit operators 240 and other parties to advertising
campaigns as shown, for example, in FIG. 2. Such processes and
software, or applications, can be designed to manage high volumes
of individual advertising display installations, which are
sometimes called "faces." Both the content of such faces, which may
for example be determined by advertisers' requirements, and the
location of the faces, resulting from the regular deployment and
redeployment of portable restroom inventories, can change
frequently.
[0180] To control and monitor the installation of such faces using
such applications, and thus establish, maintain and update a
database 282 of advertising display opportunities, an advertising
coordinator can receive corresponding information from individual
unit operators, about the operators' inventories of advertising
structures 230, including: [0181] the total number of structures
230 in the operators' inventories, and each structure's
manufacturer, model and assigned service location; [0182] the
location, duration and scope (i.e., number of structures deployed)
of each advertising agreement governing use of the advertising
structures, together with any customer-identified restrictions on
advertising associated with such agreements; and [0183] the
specific structures 230 deployed pursuant to each customer's
agreement, and the scheduled delivery and removal dates for each
such structure at an advertising site.
[0184] To optimize advertising sales, installation and performance
monitoring, such processes can be implemented using current data,
updated regularly, as for example daily. Thus in consultation with
each unit operator 240, an advertising coordinator 280 can designs
and implement tailored data collection processes suitable for the
operator's particular operation and data management systems or
processes.
[0185] For unit operators 240 with sophisticated inventory
management systems in place, data transfer can be integrated into
the operator's existing automation. For example, where inventory
management relies on Excel.RTM.- or other commercially-available
tools, inventory management applications according to the invention
can accept regular data updates based on the operator's existing
data formats. In either case, information required by inventory
management systems according to the invention can be collected in
the ordinary course of the operators' 230 operations. By using
pre-existing data protocols and formats, the advertising
coordinator 280 can develop an inventory of faces accurately,
efficiently and in the manner least disruptive to unit operators'
240 operations.
[0186] Inventory management applications according to the invention
can for example use three categories of data provided by unit
operators 240, or "data feeds". Three such examples are described
below: Structure Inventory, Site/Face, and Site-Structure Matching
data feeds. The advertising coordinator 280 can manage the manner
in which these data feeds, once received, are processed by the
coordinator's data update tool processes to convert the data into
desired formats according to desired protocols.
[0187] Initial implementation of an inventory management
application according to the invention can begin with an inventory
of a unit operator 240's advertising structures 230, automation of
the data-collection process, if required, and creation of
individual structure records. Using the a suitably-adapted data
update tool, an advertising coordinator 280 can manage the process
by which certain data elements provided by the unit operator 240
are initially collected for each structure in the fleet and
thereafter updated regularly. TABLE-US-00001 TABLE 1 Structure
Inventory Data Feed Elements 1 Operator Master Identifier
automatically assigned by advertising ID coordinator 280 based on
the coordinator's standard naming convention (unit operator prefix,
indicating market, followed by a numeric identifier (e.g., 0001,
0002, etc.) for each unit operator). 2 Operator Uniquely identifies
each advertising structure Structure ID 230; the advertising
coordinator 280 can use the unit operator 240's internal inventory
number or otherwise assign a unique tracking number. 3 Operator
Plant ID Identifies service location, or site, where multiple
advertising structures are in use and structures are assigned to
specific service locations. 4 Structure Particularly useful in
installing exterior wrap Manufacturer advertisements 5 Structure
Model Particularly useful in installing exterior wrap
advertisements
[0188] The site/face data feed can comprise information provided by
the unit operator 240, as described below, on the unit operator's
customers and their rental or service orders. A unit operator's new
customer contracts can generate new advertising sites and
advertising faces--and thus new inventory for the advertising
coordinator's sales to advertisers. TABLE-US-00002 TABLE 2
Site/Face Data Feed Elements 1 Unit Operator Identifier
automatically assigned by Master ID advertising coordinator 280
based on the coordinator's standard naming convention (unit
operator prefix, indicating market, followed by a numeric
identifier (e.g., 0001, 0002, etc.) for each unit operator). 2 Unit
Operator Identifies each contract; can be used by Contract ID
advertising coordinator in internal order or contract numbering
schemes. 3 Unit Operator Standard segmentation of typical unit
operator Contract Type customers, such as: Special Events (SE)
Commercial Construction (CC) Residential Construction (RC)
Emergency Services (ES) Government (GOV) 4 Contract Start Date
service scheduled to commence. Date 5 Contract End Date service
scheduled to end, if applicable. Date 6 Customer Service For each
contract, physical location of Location structures, as communicated
by customer to unit operator, including: for example street
address, city, state and postal code. 7 Structures Total number of
advertising structures Ordered assigned to a contract, by contract
type. 8 Customer Name Business name of customer. 9 Customer Contact
Customer's designated contact person and Name & Number
telephone information. 10 Advertising As provided by customer or
otherwise Restrictions determined by unit operator. 11 Cancellation
Where applicable, date of contract cancellation prior to scheduled
end date.
[0189] The advertising coordinator 280 can use the site-structure
matching feed to match actual advertising units 230 with the sites
to which they are assigned by the unit operator 240 when fulfilling
rental or other agreement terms. A display opportunity in (1) a
specific advertising structure 230, identified with a unit operator
Structure ID, (2) at a specific location, (3) for a known duration
(e.g., "two days," "60 days" or "indefinite, but at least 12
months") creates an advertising face for an advertising
coordinator's advertising sales inventory.
[0190] Once the advertising coordinator 280 knows which advertising
faces which sites, the coordinator can implement the advertising
campaign, by ling personnel and resources necessary to coordinate
frame installation and timely and accurate delivery of ads in
sufficient volumes, and to the right to fulfill commitments to
advertisers. TABLE-US-00003 TABLE 3 Site-Structure Matching Feed
Data Elements 1 Unit Operator Unique identifier automatically
assigned by Master ID advertising coordinator 280 based on the
coordinator's standard naming convention (unit operator prefix,
indicating market, followed by a numeric identifier (e.g., 0001,
0002, etc.) for each unit operator). 2 PRO Contract ID Identifies
each contract; can be used by advertising coordinator in internal
order or contract numbering schemes. 3 Assigned For each
advertising structure 230 assigned, Structure(s) ID its particular
unit operator Structure ID. 4 Structure Delivery For each structure
assigned, the date of & Removal Date delivery to and removal
from the site.
[0191] As previously mentioned, it may be advantageous in
implementing advertising campaigns according to the invention for
one or more parties 280, 290, 295, 240, 260, or others to create
contracts or other agreements which require unit operators 240 or
other parties to provide information such as that described above,
as for example in electronic form, as data formatted according to
protocols useful in implementing various aspects of the
invention.
[0192] In implementing advertising campaigns involving multiple
advertising units 230, it has further been found advantageous, in
some circumstances, to provide highly-coordinated teams of
installers 260, well provided with all required tools in convenient
and easily-deployed configurations. For example, shipping
containers or other modular transportation units can be converted
into installation workshops including all power, tool, storage,
lighting, and other requirements for the rapid deployment of
installation personnel and installation of advertisements 1010. For
example, suitably-modified shipping containers can be placed on
trailers and moved rapidly to venues selected for advertising
campaigns, to rendezvous with affected advertising units 230, for
rapid and efficient installation of advertisements 1010.
[0193] Thus a particular advantage offered by the invention is the
use of containerized installation and management units, in routine
deployments or in association with rapid deployment and special
event installations. Such units are preferably portable and may
include all the tools, communications devices, advertising content,
and other resources necessary to organize and install
advertisements at a particular location. For example, in one class
of embodiments office, administrative, and installation facilities
are installed in modified shipping containers of the type used in
multi-modal transport, and/or in dedicated trailers, as shown in
the incorporated references. Such containerized installation units
can be based at one or more dispersed, advantageous locations, as
for example adjacent to convenient and efficient transportation
facilities such as highways, railways, or air- or seaports, and
held in readiness for rapid deployment to installation,
maintenance, and/or removal sites, and used in the installation
etc., of, for example, frame-mounted advertisements placed on walls
or other surfaces of the portable advertising units, and in the
installation of wrap-around advertisements as shown in the
incorporated references. Further description of the installation of
framed and wrap-around advertisements is provided in the
incorporated references. They may also be used to install active
displays, such as solar- or other low-power consumption displays,
such as LCD and/or LED) displays, which can display animated or
still advertising in, for example, "slide show" format.
[0194] Thus, as described, advantageous features provided by the
invention include but are not limited to long term exclusive
contracts between desired combinations of parties such as those
shown in FIG. 2, inventory management processes and software,
performance management processes and software, RFID tagged
advertising inventory, handheld inventory control/placement units,
containerized installation and management units, rapid deployment
and special event teams, pre-emptive advertisements, and
solar-powered low power consumption displays. As will be understood
by those skilled in the relevant arts, the use of such features in
implementing advertising campaigns as described herein is in many
cases optional. Moreover, a wide variety of additional features,
and alternative means and methods for accomplishing the purposes
described, may be employed without departing from the scope of the
invention.
[0195] May be seen that many aspects of the invention, and features
of the various embodiments, are not restricted to particular forms
or aspects of advertising campaigns, but are of general advertising
utility, whether indoor, outdoor, fixed, or moveable.
[0196] While embodiments of the invention have been described in
some detail for purposes of clarity and understanding, it will be
appreciated by those skilled in the relevant arts, once they have
been made familiar with this disclosure, that various changes in
form and detail can be made without departing from the true scope
of the invention in the appended claims. The invention is therefore
not to be limited to the exact components or details of methodology
or construction set forth above. Except to the extent necessary or
inherent in the processes themselves, no particular order to steps
or stages of methods or processes described in this disclosure,
including the Figures, is intended or implied. In many cases the
order of process steps may be varied without changing the purpose,
effect, or import of the methods described.
* * * * *