U.S. patent application number 13/604302 was filed with the patent office on 2013-03-07 for system and method for database generation and retrieval.
The applicant listed for this patent is David Miller, Michal Schwartz. Invention is credited to David Miller, Michal Schwartz.
Application Number | 20130060821 13/604302 |
Document ID | / |
Family ID | 44719805 |
Filed Date | 2013-03-07 |
United States Patent
Application |
20130060821 |
Kind Code |
A1 |
Miller; David ; et
al. |
March 7, 2013 |
SYSTEM AND METHOD FOR DATABASE GENERATION AND RETRIEVAL
Abstract
Systems, methods and apparatus are disclosed for database
generation of synchronized actions. In one aspect a method is
provided for generating a database of data items indicative of
synchronized actions. The method includes determining a set of
devices for execution of a storyboard. The set of devices includes
packaging of a consumer product. The storyboard relates to
promotion of the consumer product. The method further includes
generating the storyboard. The storyboard includes a set of actions
for the devices. The storyboard includes a set of interrelated
actions that form a message for communication to an audience. The
method further includes generating data items. The data items
correspond to the actions of the storyboard. At least a portion of
the data items include time synchronization information for the set
of actions. The method further includes storing the data items and
the time synchronization information relating to the storyboard in
the database.
Inventors: |
Miller; David; (Zurich,
CH) ; Schwartz; Michal; (Naharia, IL) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Miller; David
Schwartz; Michal |
Zurich
Naharia |
|
CH
IL |
|
|
Family ID: |
44719805 |
Appl. No.: |
13/604302 |
Filed: |
September 5, 2012 |
Current U.S.
Class: |
707/803 ;
707/E17.005 |
Current CPC
Class: |
G06Q 30/0269 20130101;
B65D 23/00 20130101; G06Q 30/0261 20130101; G06Q 30/02
20130101 |
Class at
Publication: |
707/803 ;
707/E17.005 |
International
Class: |
G06F 17/30 20060101
G06F017/30 |
Foreign Application Data
Date |
Code |
Application Number |
Sep 6, 2011 |
EP |
11405313.5 |
Claims
1. A method of generating a database of data items indicative of
synchronized actions, the method comprising: determining a set of
devices for execution of a storyboard, the set of devices
comprising packaging of a consumer product, wherein the storyboard
relates to promotion of the consumer product; generating the
storyboard, the storyboard comprising a set of actions for the
devices performed individually or by a subset of the devices,
wherein the storyboard comprises a set of interrelated actions that
form a message for communication to an audience; generating data
items, the data items corresponding to the actions of the
storyboard, wherein at least a portion of the data items include
time synchronization information for the set of actions; and
storing the data items and the time synchronization information
relating to the storyboard in the database.
2. The method of claim 1, wherein one of the actions comprises a
data communication between one of the devices and another of the
devices.
3. The method of claim 2, wherein the data communication is to at
least one of trigger one of the actions on the other device,
indicate a capability of the one device, provide feedback to the
other device, and provide content to the other device.
4. The method of claim 1, further comprising communicating the data
items to the devices and storing one or more data items on a
programmable memory in at least one of the devices.
5. The method of claim 1, further comprising receiving a
communication from at least one of the devices indicating presence
or capability of the communication device, and wherein generating
the storyboard comprises generating the storyboard based on the
presence or capability of the at least one device.
6. The method of claim 1, wherein the storyboard is associated with
a presentation of an advertisement, and wherein the consumer
product is being advertised by the advertisement.
7. The method of claim 1, wherein the storyboard comprises one or
more sub storyboards generated for at least a portion of the
devices.
8. The method of claim 1, wherein the storyboard is generated to be
dynamically executed by the devices such that the actions and/or
content are performed based on a detected condition.
9. The method of claim 8, wherein the detected condition is related
to at least one of: a geographic location, a received consumer
preference, and a business purpose.
10. The method of claim 8, wherein actions comprise a data
communication between the devices, and wherein the data
communication relates to the detected condition.
11. The method of claim 1, wherein the packaging comprises at least
one of a bottle, a cap, a label, a cardboard box, a display
portion, and a portion of a credit card.
12. The method of claim 1, wherein at least one of the actions
comprises at least one of displaying a light, displaying an image,
displaying a video, playing an audio segment, playing a sound, and
dispensing at least a portion of the consumer product.
13. The method of claim 1, wherein generating the storyboard
comprises receiving user input to define at least one of the
actions.
14. The method of claim 1, wherein generating data items comprises
identifying multimedia content for being provided by a selected one
of the devices.
15. The method of claim 1, wherein at least one of the devices
comprises one of a video presentation device, an audio presentation
device, and an image presentation device.
16. A computer program product comprising a computer readable
storage medium encoded thereon with instructions that when executed
cause an apparatus to perform a method comprising: determining a
set of devices for execution of a storyboard, the set of devices
comprising packaging of a consumer product, wherein the storyboard
relates to promotion of the consumer product; generating the
storyboard, the storyboard comprising a set of actions for the
devices performed individually or by a subset of the devices,
wherein the storyboard comprises a set of interrelated actions that
form a message for communication to an audience; generating data
items, the data items corresponding to the actions of the
storyboard, wherein at least a portion of the data items include
time synchronization information for the set of actions; and
storing the data items and the time synchronization data
information relating to the storyboard in the database.
17. A system for generating a presentation to a plurality of
devices, the system comprising: a device determining module
configured to determine a set of devices for execution of a
storyboard, the set of devices comprising packaging of a consumer
product, wherein the storyboard relates to promotion of the
consumer product; a storyboard generation module configured to
generate the storyboard, the storyboard comprising a set of actions
for the devices performed individually or by a subset of the
devices, wherein the storyboard comprises a set of interrelated
actions that form a message for communication to an audience; a
data item generation module configured to generate data items, the
data items corresponding to the actions defined of the storyboard,
wherein at least a portion of the data items include time
synchronization information for the set of actions; and a database
configured to store the data items and the time synchronization
information relating to the storyboard.
18. A method of retrieving data items indicative of synchronized
actions from a database, the method comprising: retrieving data
items from the database relating to a storyboard comprising a set
of actions for a set of devices performed individually or by a
subset of the devices, wherein at least one of the devices
comprises packaging of a consumer product, wherein the storyboard
relates to promotion of the consumer product, and wherein the
storyboard comprises a set of interrelated actions that form a
message for communication to an audience; determining time
synchronization information for the actions based on at least a
portion of the data items; communicating the data items including
the time synchronization information to the devices; and performing
the set of actions by the devices according to the storyboard based
on the data items.
19. A computer program product comprising a computer readable
storage medium encoded thereon with instructions that when executed
cause an apparatus to perform a method comprising: retrieving data
items from the database relating to a storyboard comprising a set
of actions for a set of devices performed individually or by a
subset of the devices, wherein at least one of the devices
comprises packaging of a consumer product, wherein the storyboard
relates to promotion of the consumer product, and wherein the
storyboard comprises a set of interrelated actions that form a
message for communication to an audience; determining time
synchronization information for the actions based on at least a
portion of the data items; communicating the data items including
the time synchronization information to the devices; and performing
the set of actions by the devices according to the storyboard based
on the data items.
20. A system for providing a presentation, the system comprising: a
database configured to store data items relating to a storyboard
comprising a set of actions for a set of devices performed
individually or by a subset of the devices, wherein at least one of
the devices comprises packaging of a consumer product, wherein the
storyboard relates to promotion of the consumer product, and
wherein the storyboard provides a set of interrelated actions that
form a message for communication to an audience; a data item
retrieve module configured to retrieve data items from the
database, wherein at least one of the data items includes time
synchronization information for the actions; a communication module
configured to communicate the data items including the time
synchronization information to the devices; and a controlling
module configured to control performance of the actions by the
devices according to the storyboard based on the data items.
Description
CROSS REFERENCE TO RELATED APPLICATIONS
[0001] This application claims priority benefit under 35 U.S.C.
.sctn.119(a) to European Patent Application No. 11405313.5 entitled
"IMMERSION BASED ADVERTISEMENT SYSTEM AND METHOD" filed on Sep. 6,
2011, the disclosure of which is hereby incorporated by reference
in its entirety.
BACKGROUND OF THE INVENTION
[0002] 1. Field of the Invention
[0003] The invention relates to a system and method for generating
a database of data items indicative of synchronized actions.
[0004] 2. Description of Related Technology
[0005] In a world of pervasive connected devices, connecting
content for providing a common theme or message remains elusive.
Drawing from filmmaking and interactive media, a collection of
actions in a message dispersed among multiple devices over time can
be likened to a storyboard or script. A storyboard in this context,
may define actions, content, routines, outcomes that define a story
according to a set of different actions to provide a unified
presentation of a message. In one application, the storyboard may
be created for putting together a presentation that may be
presented to a consumer to promote a product. The storyboard may
allow for helping to identify and separate the different actions or
content that may be integrated together such that the final
presentation may make use of different forms of actions and/or
content to provide the unified presentation. To assist in
generation of such a storyboard and for allowing for generation of
a presentation based on the storyboard, a database of data items
indicative of synchronized actions according to a storyboard will
need to be generated and stored so that retrieval can be
programmatically implemented at later times.
SUMMARY OF CERTAIN INVENTIVE ASPECTS
[0006] The systems, methods, and devices of the invention each have
several aspects, no single one of which is solely responsible for
its desirable attributes. Without limiting the scope of this
invention as expressed by the claims which follow, some features
will now be discussed briefly. After considering this discussion,
and particularly after reading the section entitled "Detailed
Description" one will understand how the features of this invention
provide advantages directed to presentation synchronized
actions.
[0007] In one embodiment, a method is provided for generating a
database of data items indicative of synchronized actions. The
method includes determining a set of devices for execution of a
storyboard. The set of devices includes packaging of a consumer
product. The storyboard relates to promotion of the consumer
product. The method further includes generating the storyboard. The
storyboard includes a set of actions for the devices. The
storyboard includes a set of interrelated actions that form a
message for communication to an audience. The method further
includes generating data items. The data items correspond to the
actions of the storyboard. At least a portion of the data items
include time synchronization information for the set of actions.
The method further includes storing the data items and the time
synchronization information relating to the storyboard in the
database.
[0008] In another embodiment, a computer program product is
provided that includes a computer readable storage medium encoded
thereon with instructions that when executed cause an apparatus to
perform a method. The method includes determining a set of devices
for execution of a storyboard. The set of devices include packaging
of a consumer product. The storyboard relates to promotion of the
consumer product. The method further includes generating the
storyboard. The storyboard includes a set of actions for the
devices performed individually or by a subset of the devices. The
storyboard includes a set of interrelated actions that form a
message for communication to an audience. The method further
includes generating data items. The data items correspond to the
actions of the storyboard. At least a portion of the data items
include time synchronization information for the set of actions.
The method further includes storing the data items and the time
synchronization data information relating to the storyboard in the
database.
[0009] In another embodiment, a system is provided for generating a
presentation to a plurality of devices. The system includes a
device determining module configured to determine a set of devices
for execution of a storyboard. The set of devices include packaging
of a consumer product. The storyboard relates to promotion of the
consumer product. The system further includes a storyboard
generation module configured to generate the storyboard. The
storyboard includes a set of actions for the devices performed
individually or by a subset of the devices. The storyboard includes
a set of interrelated actions that form a message for communication
to an audience. The system further includes a data item generation
module configured to generate data items. The data items correspond
to the actions defined of the storyboard. At least a portion of the
data items include time synchronization information for the set of
actions. The system further includes a database configured to store
the data items and the time synchronization information relating to
the storyboard.
[0010] In another embodiment, a method of retrieving data items
indicative of synchronized actions from a database is provided. The
method includes retrieving data items from the database relating to
a storyboard comprising a set of actions for a set of devices
performed individually or by a subset of the devices. At least one
of the devices comprises packaging of a consumer product. The
storyboard relates to promotion of the consumer product. The
storyboard includes a set of interrelated actions that form a
message for communication to an audience. The method further
includes determining time synchronization information for the
actions based on at least a portion of the data items. The method
further includes communicating the data items including the time
synchronization information to the devices. The method further
includes performing the set of actions by the devices according to
the storyboard based on the data items.
[0011] In another embodiment a computer program product is provided
that includes a computer readable storage medium encoded thereon
with instructions that when executed cause an apparatus to perform
a method. The method includes retrieving data items from the
database relating to a storyboard comprising a set of actions for a
set of devices performed individually or by a subset of the
devices. At least one of the devices comprises packaging of a
consumer product. The storyboard relates to promotion of the
consumer product. The storyboard includes a set of interrelated
actions that form a message for communication to an audience. The
method further includes determining time synchronization
information for the actions based on at least a portion of the data
items. The method further includes communicating the data items
including the time synchronization information to the devices. The
method further includes performing the set of actions by the
devices according to the storyboard based on the data items.
[0012] In another embodiment, a system for providing a presentation
is provided. The system includes a database configured to store
data items relating to a storyboard comprising a set of actions for
a set of devices performed individually or by a subset of the
devices. At least one of the devices includes packaging of a
consumer product. The storyboard relates to promotion of the
consumer product. The storyboard provides a set of interrelated
actions that form a message for communication to an audience. The
system further includes a data item retrieve module configured to
retrieve data items from the database. At least one of the data
items includes time synchronization information for the actions.
The system further includes a communication module configured to
communicate the data items including the time synchronization
information to the devices. The system further includes a
controlling module configured to control performance of the actions
by the devices according to the storyboard based on the data
items.
BRIEF DESCRIPTION OF THE DRAWINGS
[0013] FIG. 1 is a combined block and flow diagram showing an
embodiment of an advertisement system according to exemplary
embodiments of the invention;
[0014] FIG. 2 is a flow diagram showing an embodiment of an
advertisement process according to exemplary embodiments of the
invention;
[0015] FIGS. 3, 4, 5, and 6 show different applications of
exemplary embodiments of the invention.
[0016] FIG. 7 is a functional block diagram of an exemplary system
for generating a database of data items indicative of synchronized
actions, in accordance with an exemplary embodiment of the
invention.
[0017] FIG. 8 is a flowchart of an exemplary method of generating a
database of data items indicative of synchronized actions, in
accordance with an exemplary embodiment of the invention.
[0018] FIG. 9 is a flowchart of an exemplary method of retrieving
data items indicative of synchronized actions from a database, in
accordance with an exemplary embodiment of the invention.
[0019] FIG. 10 is a functional block diagram of another exemplary
system of generating a database of data items indicative of
synchronized actions, in accordance with an exemplary embodiment of
the invention.
[0020] FIG. 11 is a functional block diagram of an exemplary system
of retrieving data items indicative of synchronized actions, in
accordance with an exemplary embodiment of the invention.
[0021] The various features illustrated in the drawings may not be
drawn to scale. Accordingly, the dimensions of the various features
may be arbitrarily expanded or reduced for clarity. In addition,
some of the drawings may not depict all of the components of a
given system, method or device. Finally, like reference numerals
may be used to denote like features throughout the specification
and figures.
DETAILED DESCRIPTION OF CERTAIN ILLUSTRATIVE EMBODIMENTS
[0022] Various aspects of implementations within the scope of the
appended claims are described below. It should be apparent that the
aspects described herein may be implemented in a wide variety of
forms and that any specific structure and/or function described
herein is merely illustrative. Based on the present disclosure a
person/one having ordinary skill in the art should appreciate that
an aspect described herein may be implemented independently of any
other aspects and that two or more of these aspects may be combined
in various ways. For example, an apparatus may be implemented
and/or a method may be practiced using any number of the aspects
set forth herein. In addition, such an apparatus may be implemented
and/or such a method may be practiced using other structure and/or
functionality in addition to or other than one or more of the
aspects set forth herein.
[0023] The word "exemplary" is used herein to mean "serving as an
example, instance, or illustration." Any implementation described
herein as "exemplary" is not necessarily to be construed as
preferred or advantageous over other implementations. The following
description is presented to enable any person skilled in the
relevant technology to make and use the invention. The present
invention is not intended to be limited by the described
implementations, but is to be accorded with the widest scope
consistent with the principles and features disclosed herein.
[0024] The system shown in FIG. 1 is based on a message, e.g., an
advertisement 100 comprising a storyboard 105. While advertisement
may be the application of a message that is generally described
below, the message could be implemented in other applications. The
storyboard, in addition to advertisement content like scenes,
songs, etc., includes one or more activities, in the present
embodiment `Activity #1` 110, `Activity #2` 115, and further
activities `Activity # . . . ` 120 which represent one or more
actions by a consumer device wherein the consumer device preferably
is part of the infrastructure underlying the storyboard and/or the
target product of the storyboard. FIG. 1 shows three activities,
but it naturally is not so limited in number.
[0025] The storyboard 105 of the advertisement 100 is fed into an
advertisement presentation generator 125 which generates a
presentation signal or data set including these activities. Such
analog or digital presentation signal or data set can be an
advertising movie, a picture sequence or other multimedia event, an
interactive game, or purely audio, and so forth.
[0026] The presentation signal or data set is then transferred to a
content transmitter 130, e.g., a web provider, cable TV provider or
the like, which transmits the presentation to a presentation device
135. The presentation device 135 could be a consumer device like a
television set or a radio, a personal computer, or a public
presentation device like an advertisement or video wall, or a
mobile device like a mobile telephone, a portable media player, a
home entertainment device, a gaming device, for example. The
content transmitter 130 could be a cable TV provider, radio station
or a Web provider, for example.
[0027] The storyboard 105 of the advertisement 100 is further fed
into an activity extractor 140 which extracts the mentioned
activities from the storyboard. Based on the extracted activity
items, a control information generator 145 generates a signal
including content and related control and/or functional
(operational) data. The related control and/or functional data
represents information about consumer device actions which are
executed by a consumer device 160 and which correspond to the
activities 110-120 included in the storyboard 105. Possible actions
by the consumer device will be described in more detail in
connection with FIGS. 3-5.
[0028] The content and related control data generated by the
control information generator 145 is fed into a signal transmitter
155 which communicates the content and related control data to a
consumer device 160. For this transmission purpose, the consumer
device 160 includes a signal receiver 165 which feeds the received
signal to an action controller 170. The action controller 170 can
be any suitable device that causes the consumer device 160 to move,
sound or react in any other way, corresponding to an underlying
activity. However, if the consumer device 160 comprises a screen
(LCD or OLED display or the like) and/or a loudspeaker, an optical
device (e.g., spectacle), or projection (e.g., of a vacuum or air
type, or a hologram), the action controller 170 is only optional
insofar as the received signal can be used to drive the screen
and/or loudspeaker (or other audio device) immediately without the
need of previous conversion into an appropriate signal format.
[0029] Note that the content transmitter 130 and the signal
transmitter 155 are not required to be separate physical units and
thus can be integrated into only one functional device or unit.
[0030] Another aspect of exemplary embodiments of the invention is
that the actions by the consumer device 160 are performed
synchronously or in time with the presentation of the corresponding
activities being presented on the presentation device 135 so that
the mentioned immersion effect, i.e., the consumer device becomes
an `immersion` based part of the advertisement presentation,
becomes valid. This synchronization is achieved, for example, using
a synchronization signal which may be implemented by way of a
`sync` signal 175 transmitted by the content transmitter 130 to the
consumer device 160 or by way of an alternative `sync` signal 180
being transmitted by the presentation device 135 to the consumer
device 160. However, it is possible to use multiple signals
together such as the `sync` signals 175 and 180, e.g., in order to
improve the quality of synchronization. In addition, other signals
may be transmitted to a source of the storyboard (e.g., the
presentation device 135) resulting in an action that includes data
transmitted to be stored in a database to trigger a storyboard
directive.
[0031] The format of the `sync` signal can be
`Start/stop/action/time/period`, or any other suitable format
including such information to be needed for the underlying
synchronization.
[0032] It is worthwhile to mention that the second `sync` signal
can be implemented using the content of the presentation itself,
either based on visible or hidden information like hidden video
frames or hidden acoustic signals, so that in such case, a separate
synchronization signal transmitter is not needed.
[0033] It is further noted that the two processes via the
presentation device 135 and the consumer device 160 must not
necessarily be executed or performed timely correlated or parallel
in time. Further, the consumer device 160 may be a generic device
with particular attributes assigned during its manufacture at its
production time, including alterable or dynamic physical
characteristics (e.g., chemical characteristics alterable via a
reaction or electrical characteristics), built-in content and
functionality and operation. These attributes can be activated or
modified by the control information generator 145, by the
presentation device 135, or by the signal transmitter 155 and/or
the content transmitter 130.
[0034] The advertisement process according to an embodiment of the
invention is now described referring to FIG. 2. In a first step
200, a storyboard for a presentation is created or generated. The
storyboard includes at least one previously described activity
item.
[0035] Via a first branch of the overall process, in a second step
205, an advertisement presentation is generated based on the
storyboard.
[0036] Via a second branch of the process, in step 210 content and
related operational and functional data are extracted from the
generated storyboard, including synchronization data for the
activities. As already mentioned above, the second branch can be
performed in parallel with the first branch, but not
necessarily.
[0037] In a subsequent step 215, based on these extracted data,
activity data, or an activity signal, for the consumer device are
generated. In a final step 220 of the second branch, the generated
activity data are embedded into the already generated advertisement
presentation.
[0038] In a next step 225 of the overall process, the advertisement
is delivered to the public, an individual, an enterprise, a retail
establishment, as examples over the web (Internet), via dedicated
web devices or web applications (or apps), e.g., using a digital
content provider, or via one or more video walls, electronic
billboards, or other communication networks like broadcast radio,
television, satellite, GPS, or telephone networks.
[0039] The delivered advertisement then causes the presentation
device to communicate a performance (step 230). In a subsequent
step 235, activity data are transmitted to the consumer device,
based on which the consumer device performs at least one action
(step 240).
[0040] Alternatively, step 230 is optional which means that the
advertisement is presented without a further performance. In such
an embodiment, step 235 immediately follows step 225.
[0041] Also alternatively, instead of embedding the activity data
into the advertisement presentation (step 220), the activity data
generated in step 215 can be transmitted directly to the consumer
device, according to optional step 245.
[0042] In various embodiments, the consumer device 160 can have
attributes that are pre-assigned at manufacture time, including
alterable or dynamic physical characteristics (e.g., chemical
characteristics alterable via a reaction or electrical
characteristics), built-in content and functionality and operation.
These attributes can be set, reset, activated or modified by the
advertisement delivery vehicle, by the presentation device 135, or
by the control information generator 145.
[0043] FIG. 3 depicts an exemplary embodiment with specific devices
in an advertising application of message deliver. In this
embodiment, a presentation device 300 like a TV web portal or a
video wall is enabled to send out the control information
associated with a storyboard to a number of different consumer
devices. The devices are a credit card 305, a bottle 310 including
a consumable like a drink or a perfume, a cap 315 of the bottle
310, a label 320 of the bottle 310 and a cardboard box 325 e.g., of
a cigarette pack.
[0044] These consumer devices 305-325 comprise native attributes,
like the actual packaging material composed of glass or other
materials, and one or more of the following other parts being
attached to or embedded with the consumer devices, which provide
multimedia functionality like an LCD screen, a sound system, a
communication chip, a sensor chip, a processor and memory for
executing software applications or "apps", and/or physical
attributes so that the devices may change inherent characteristics
like color or shape.
[0045] In the embodiment of FIG. 4, the presentation device 400 may
be a TV web portal, a video wall, a digital audio device, or a
digital data provider. The presentation is illustrated as several
entries or commands 405-440 of an underlying storyboard.
[0046] The first data item 405 is a command `Play presentation on
this device` which starts the presentation on the underlying
presentation device 400. The other data items 410-440 correspond to
different actions of an underlying consumer device, namely
[0047] `Play dancer on device id#1` (entry `410`)
[0048] `Play dancer on device id#2` (entry `415`)
[0049] `Play sound on device id#3` (entry `420`)
[0050] `Play color on device id#4` (entry `425`)
[0051] `Play picture on device id#5` (entry `430`)
[0052] `Play dancer on device id#6` (entry `435`)
[0053] `Play process no. 6 on device id#7` (entry `440`)
[0054] In this embodiment, the storyboard can be a complete
production including audio and video events being played on all
shown consumer devices 445-475 but being "orchestrated" by the
presentation device 400, the corresponding underlying transmission
channel 480-510 and the corresponding consumer device 445-475. In
the latter example, one of the consumer devices 445-475 can control
or determine the logic flow of the transmission channels 480-510
and the presentation device 400. However, there can be alternative
examples where the production can be orchestrated by any of the
participating consumer devices 445-475.
[0055] According to the time line of the underlying storyboard, the
entries 410-440 trigger the above seven actions (`Play . . . on
device . . .`) on side of the respective consumer devices 445-475
synchronously with the underlying actions item included in the
storyboard.
[0056] For instance, consumer device 445, a credit card which can
be addressed by id#1 and thus is intended to play a dancer
according to the first entry 410, plays the dancer on a flat screen
515 disposed on the credit card's front face 520. This flat screen
can be, for example, an LCD, polymer panel or any other technology
based screen. A smartphone 450, having the same id#1, will play the
dancer on its common touch screen 525 as well and at the same
time.
[0057] As another example, a glass bottle 455 including the id#7
will play process no. 6 (according to above entry 440). This
process, in the present embodiment, is pre-programmed in the
consumer device, either at the time of its production or later. In
the latter case the process is programmed prior to creation of the
storyboard underlying the presentation.
[0058] The process no. 6 may include one or more sub-processes
which can cause a change of the translucence of the bottle's
material, e.g., from opaque to clear, or vice versa. Alternatively,
the process or sub-process can be a flickering of one or more light
emitting diodes or light reflectors being embedded in the glass. In
such case, process no. 6 will be triggered and changes the bottle's
material from opaque to clear. This change enables a storyboard to
be presented on the consumer device wherein selected one or more
pre-programmed processes can be addressed in the consumer
device.
[0059] The bottle's cap 460 with id#3 plays a sound (entry 420) via
a common sound chip being implemented in the cap. Further the
bottle's label 465 which can be addressed via id#6 will play
another dancer on a screen being implemented therein. The
particular orchestration (including the contents and timing) of
these different multimedia actions of the bottle 455 which happen
synchronously with the underlying presentation on one or more of
the mentioned presentation devices, can be used e.g., in case of
beverages or perfumes. In case of perfumes, these actions may help
to support a "lifestyle" message of the underlying storyboard of
the advertisement presentation.
[0060] As further examples shown in FIG. 4, a wrist watch 470 with
id#2 may play a dancer on a small screen being arranged e.g., on
its dial or face. A card box 475 may comprise two ids, namely id#4
for its cover and id#5 for the box itself. According to entry 425,
the cover will change its color and the box, according to entry
430, will present a picture on a screen being arranged e.g., on the
front face of the box.
[0061] FIG. 5 shows another exemplary embodiment of devices which
is based on the same storyboard as in FIG. 4, i.e., using the same
entries 410-440. This example illustrates how actions of a number
of consumer devices can be "orchestrated" in order to provide an
above mentioned collective action, i.e., an action being performed
by a multitude of consumer devices in order to enable e.g., a
matrix display effect.
[0062] In the present example, three bottle caps 600-610 for the
message being presented comprise the same id namely id#2 and thus
will play a dancer on a small screen being arranged preferably on
top of each cap. Such a synchronous dancing event will multiply the
effect, in particular, because this collective action is presented
synchronously with a scene of the storyboard being presented on the
presentation device.
[0063] Further two caps 615, 620 are arranged as part of an
intermediary device 625 which can be a consumer device itself, or a
separate control device. The intermediary device 625 can group the
physically independent caps 615, 620 wherein process no. 6 on
device id#7 would incorporate pertinent data for the caps 615, 620.
This pertinent data can be sourced either from the presentation
device, the service provider, or any other suitably associated
programming device.
[0064] In addition, or alternatively, the intermediary device 625
can also be used for two other purposes, namely first to
communicate with the presentation device and/or service providers
mentioned above, and second to orchestrate these independent
consumer devices 615, 620. If more than the two caps 615, 620 are
used and controlled by the intermediary device, those caps can be
arranged as a tray and thus be used to form a matrix structure
allowing to build a complex display, and/or other functionality,
wherein each cap represents a picture element (pixel) thus enabling
to play pictures of movies of this matrix display. For this
purpose, the underlying consumer devices may comprise built-in
capabilities like (intelligent) communication logic or physical
characteristics like chemical or physical properties, e.g., to
enable a chemical reaction or magnetic feedback.
[0065] This example again includes a bottle with a cap 630 and a
label 635, in order to illustrate that a consumer device may
include one or more individual components with assigned id# numbers
which can be affected independently or be affected by
interdependent processes. As an example, the bottle's cap can play
a sound while a dancer is presented on the bottle's label. As
another example, the dancer can be displayed as a collapsing
person, if the cap has been programmed with a mono sound, or the
underlying process being activated is that of a mono tone beat. In
still another example, the dancer can be displayed as dancing if
the bottle's cap has been programmed with an up and down beat, or
the underlying process being activated is an up and down beat.
[0066] Finally, the example in FIG. 5 includes two cardboard boxes
640, 645, each having the same id#5, and corresponding covers 650,
655, each having the same id#4. These boxes 640, 645 shall
illustrate how similar consumer devices receiving the same
activation control can result in different processes being
activated in each consumer device.
[0067] In the above description of FIG. 4 one or more of the
consumer devices 445-475 can control or determine the logic flow of
the transmission channels 480-510 and the presentation device 400.
In order to further enhance this path of control, a back channel
can be implemented for the transmission of underlying control
information from the consumer device(s) to the action controller.
This is illustrated in the following by way of embodiment, now
referring to FIG. 6.
[0068] In the embodiment of FIG. 6, a storyboard is programmed with
a story that can unfold and traverse different paths of action,
thus activating different presentation scenarios (or scenes),
and/or related command sequences, which are pertinent for the
respective action by the consumer device. This enables to program
storyboards based on dynamic sequences of alternative scenarios
which can be selected and activated, dependent on the predetermined
presence of one or more consumer devices. The underlying different
actions to be executed by one or more consumer devices and the
sequence of actions and underlying control commands which have to
be communicated to a particular consumer device, as well as the
underlying advertisement presentation to be presented on the
presentation device, thus can be made dependent on the identified
presence of recognized identifiable consumer devices.
[0069] As in the other embodiments, a content or data provider 700
initiates to play an advertisement presentation on a presentation
device (step 705). In a different step 710, the presence of a
consumer device, with an identifier IDS, is detected in order to
select 760 a presentation scenario being adapted or being based on
the detected consumer device. In the present embodiment, there are
three different presentation scenarios 765, 790 and 815 available.
`Scenario 1` 765 comprises four activities 770-785, `Scenario 2`
790 comprises four activities 795-810, and `Scenario 3` 815
comprises five activities 820-840.
[0070] In addition, a selected presentation scenario 765, 790 or
815 is communicated to the presentation device via communication or
control channel 763.
[0071] In the present example, by way of bold lines, it is assumed
that `Scenario 3` 815 is selected. The underlying activities
820-840 are communicated to consumer devices 720-735 via a further
communication channel 845, wherein the consumer devices 720-735
will perform the underlying actions being defined in the
transmitted activity items 820-840.
[0072] The above mentioned detection of the presence of a consumer
device is managed via a back channel 737, 745. In this embodiment,
a particular consumer device is identified by its above mentioned
unique identifier ("IDS") which is transmitted 740-755 to the
presence detector 710.
[0073] The above described embodiments enable advertisements to be
customized in real time, i.e., the storyboard unfolds and runs its
course according to the consumer devices being identified within
the possible communication space (or "hot spot") of the
presentation device at the time of presentation.
[0074] These embodiments further enable advertising to be adapted
and targeted to a status of a product. For instance, if an empty
bottle of perfume would be detected within the possible
communication space, then the advertisement presentation would play
a presentation sequence including a message "to replenish" the
product. If, on the other hand, a full or nearly full perfume
bottle would be detected, the advertisement presentation would play
a different sequence, e.g., including a "message of beauty", in
order to excite or stimulate the consumer to increase his or her
consumption of the perfume.
[0075] In addition, these embodiments enable `shared brand`
advertising campaigns where, for example, the presence of a
lemonade bottle and a cigarette pack would initiate a sequence with
a message of "serenity", whereas the presence of a bottle of
whiskey and a cigarette pack would initiate a sequence with a
message of "prosperity".
[0076] Furthermore, these embodiments enable time information about
consumer devices to be included in advertisement campaigns. For
instance, consumer devices can be programmed with a physical date
of its life span, so that in a case where a consumer device's life
span is out-dated, a sequence with a message "to update or purchase
a new consumer device", can be initiated. In the latter scenario,
for a particular consumer device, the actual native status of the
consumable is identified and is utilized as an active part of the
underlying storyboard which is adapted to its presence and life
span status of the consumer device.
[0077] In accordance with other embodiments of invention, a method
and system can generate a database of data items indicative of
synchronized actions according to a storyboard. In an embodiment, a
storyboard is generated that involves actions or content performed
by packaging of a product being promoted. A set of devices,
including a device that is incorporated into packaging of a product
being promoted, perform various actions in a coordinated fashion
defined by a storyboard to provide a presentation. A storyboard
generally defines multiple actions, content, routes, and outcomes
that when integrated together form a unified presentation. Data
items corresponding to the parts of the storyboard may be generated
in response to determining the storyboard and stored in a database.
The data items may include content (e.g., audio or video files) and
time synchronization information for when a device is to perform a
particular action. The data items are defined such that the
involved set of devices may interpret the data items and act based
on the data items to perform and/or display a set of interrelated
actions and content that forms a unified storyline. Although each
device may perform a small portion of the storyboard, the
combination of the actions and/or content provided by each device
provides an overall presentation. In addition, sub storyboards may
be provided for a device or a group of device that when
synchronized provides an overarching storyboard that defines the
presentation. As described above, the presentation may correspond
to an advertisement. The actions or content may be coordinated
according to synchronization data (e.g., time signals, etc. as
described above) such that the storyboard may be played out in a
coordinated fashion via the devices involved.
[0078] The storyboard may further be dynamic based on the types of
devices involved or detected. For example, each device may have
different capabilities for providing content. Upon detection of
devices available via communication from those devices, a
storyboard may be generated that utilizes capabilities of each of
the devices detected. Actions defined as part of the storyboard may
include communications between devices. For example, the devices
may be able to signal their presence and in addition communicate
with each other to provide signals for different outcomes or
actions to trigger a subsequent action on another device or provide
content to other devices. For example, in response to a device
incorporated into packaging beginning to play an audio file, the
packaging may communicate with another display device to initiate a
video sequence that is synchronized with the audio file of the
packaging which actions define a portion of the storyboard. After
the storyboard is generated, the devices may receive information
allowing them to play out the storyboard in a coordinated
fashion.
[0079] FIG. 7 is a functional block diagram of an exemplary system
for generating a database of data items indicative of synchronized
actions, in accordance with an exemplary embodiment of the
invention. The system 700 may provide a presentation via multiple
devices 720, 730, and 740. The devices 720, 730, 740 may be one or
more presentation devices such as a video display or other device
capable of providing multimedia content (e.g., televisions, radios,
personal computers, video walls, smartphones, tablets, active
billboards, and the like). At least one of the devices 720 is a
product or is integrated with packaging or a housing of the product
that is being advertised by the advertisement presentation.
[0080] A device 720 includes a controller 724 configured to control
an action or delivery of content by the device 720. The device 720
further includes a presentation element 722 configured to provide
content or other feedback to the user. For example, the
presentation element 722 may be a display configured to display
images or video. The presentation element 722 may be a speaker or
other device configured to provide audio content. The presentation
element 722 may be a light or string of LEDs. The presentation
element 722 may dispense a portion of the product (e.g., dispense a
sample of perfume or lotion). The presentation element may be any
type of active element that is configured to provide some sort of
action or content that may form a portion of a story as part of an
overall storyboard of an advertisement presentation. For example,
presentation element 722 may include an active or reactive material
or have LEDs, LCD screen, speakers, servos, and the like.
[0081] The device 720 may further include a communication module
726. The communication module may be configured to receive
information about an action and synchronization information for
performing the action. Furthermore the communication module 726 may
be able to provide signaling to other devices to broadcast the
presence/capabilities of the device 720 or to provide further
synchronization information to other devices as described above via
the "back channel."
[0082] The device 720 may further include a memory 728. The memory
728 may be programmable and be further configured to store
information relating to an action to perform or content to provide.
The memory 728 may be configured to store content such as a
multimedia file. The memory 728 may be configured to store time
synchronization information relating to an action. The memory 728
may be configured to store a sub storyboard comprising a set of
actions for performing by the device 720 via the presentation
element 722. For example, a data item for a storyboard may provide
information such that the controller 724 dynamically provides
content based on detected conditions, outcomes, and capabilities of
surrounding devices. This allows for adapting to dynamic
storyboards that provide several different outcomes and or story
lines based on detected conditions or feedback from the user.
[0083] As such, the device 720 may be provided to perform an action
and/or to provide content that form a part of an overall story
provided by a storyboard. The presentation element device 720 along
with the communication module 726, the controller 724, and the
memory 728 may be a part of or be a component within packaging of a
product such as within a credit card, bottle, a cap, a label, a
cardboard box as described above. The device 720 may be integrated
with packaging or integrally formed as a portion of the
packaging.
[0084] To generate and provide the storyboard, system 900 includes
a processing module 704, a storyboard generation module 704, a
communication module 710, a device detection module 708, and a
storage device 706. It should be appreciated that the storyboard
generation module 704 and the device detection module 708 may form
part of or whose functions may be performed by the processing
module 704. The device detection module 708 may be able to
determine and/or detect a set of devices 720, 730, 740 for
providing a presentation. The device detection module 708 may be
configured to receive information from the devices 720, 730, and
740 via the communication module 710 via a network 712. The network
712 may comprise any type of network such as the Internet, a local
area wireless network (WLAN), a cellular network, a fixed line
communication network, satellite, and the like.
[0085] Based on information from the device detection module 708,
the storyboard generation module 704 may generate a storyboard
based on the types and capabilities defined by the device detection
module 708. The storyboard may be defined by set of actions
corresponding to stories, content, routes, and the like. The
storyboard generation module 704 may generate the storyboard to
allow for dynamic storylines that may be adapted in real time based
on detected conditions such as a geographic location, consumer
preferences, and preferred parameters such as religion, political,
environmental, and social concerns as well as business dependencies
and policies. The storyboard generation module 704 may generate
data items corresponding to the set of actions/content. The data
items may include time synchronization information for the set of
actions of different devices 720, 730, and 740. The storyboard
generation module 704 may receive user input to define one or more
of the actions.
[0086] A data item that includes time synchronization information
may comprise different types of information that indicate a time
for performing an action. For example, the time synchronization
information may be in the form of a time stamp such as an STMP time
stamp. In addition, other offset time information may be included.
Furthermore, information for how long to wait after another trigger
message may be included, and the like.
[0087] The data items are collectively stored in a database 706.
The database 706 may be implemented using relational databases,
flat file systems, and/or other types of structured data storage
systems that use storage devices (e.g., disk drives, solid state
memories, etc.) to store data. Each illustrated database 706 may
include multiple distinct databases, each of which stores a
different data item. Furthermore, the database 706 is typically
located on a server (not shown) and accessed via the network
712.
[0088] A processing module 702 may be provided that may coordinate
the activities of the storyboard generation module 704, the device
detection module 708, the database 706, and the communication
module 710. The processing module 702 may receive data items from
the storyboard generation module and provide them to the database
706 for storage. The processing module 702 may further receive user
input for defining the storyboard and/or determining devices
available. When a presentation is executed, the processing module
may retrieve data items from the database 706 and provide them to
the devices 720, 730, and 740 via the communication module 710. The
processing module may take part in performing one or more of the
actions such as transmitting time synchronization information
according to the data items to help coordinate the performance of
actions to play out the storyboard. In addition, the processing
module may receive message from the devices 720, 730, and 740 to
further trigger other actions. As such, in one aspect, the system
700 may allow for generating a storyboard for performing actions on
a set of devices including packaging of a consumer product being
promoted.
[0089] FIG. 8 is a flowchart of an exemplary method 800 of
generating a database of data items indicative of synchronized
actions, in accordance with an exemplary embodiment of the
invention. At block 802, a set of devices are determined for
execution of a storyboard. The set of devices includes packaging of
a consumer product. In one application, the message defined by the
storyboard relates to promotion of the consumer product. For
example, the storyboard may relate to an advertisement
presentation. The set of devices may include a variety of types of
devices as described above. As one example, one of the devices may
correspond to the device 720 shown in FIG. 7. The packaging may
further comprise components, for example, as shown in the device
720 of FIG. 7 to provide an active element that provides feedback
to a user for presentation within the storyboard. Determining the
set of devices may include receiving communications from one or
more devices indicating presence in a specific location or other
information regarding device capabilities. Furthermore, determining
may also include receiving user input to define the set of
devices.
[0090] At block 804, a storyboard is generated. The storyboard
includes a set of actions for the devices determined at block 802.
The actions may be provided to be performed individually by a
device or by a subset of the devices. The storyboard is generated
to provide a set of interrelated actions that form a message for
communication to an audience. The storyboard may include various
stories, content, routes, and outcomes that may be further defined
by the different actions. In addition, sub-storyboards may be
defined for a particular device or group of devices of the set of
devices that define actions that form the overall storyboard. The
set of actions may define communications between two devices. In
this way, further synchronization as described above between
devices for performing various actions such as for indicating
presence and for providing feedback between the devices to trigger
various actions or provide additional content for presentation. In
one aspect, generating the storyboard may include receiving user
input to define various actions, content, stories, routes,
outcomes, and the like. The storyboard may further be dynamic such
that the set of actions defined by change or be configured to
perform differently based on a detection of some condition. For
example, the storyboard execution may be based on at least one of a
geographic location, a received consumer preference (e.g., a user
input), and a business purpose as described above. As such, in one
aspect, generation of the storyboard may be done concurrently with
playing out the storyboard such that set of actions are determined
dynamically in real-time.
[0091] At block 806, data items are generated that correspond to
the set of actions defined by the storyboard. At least a portion of
the data items include time synchronization information for the set
of actions. The time synchronization information includes a
particular time or sequence in which an action is performed by a
device. The data items may include content or pointers to content
such as audio or video files or the like. At block 808, data items
and the time synchronization information related to the storyboard
is stored in a database. As described above, in one aspect, storing
data items in the database for generation of the storyboard may be
done, in some cases, as the storyboard is being executed by the one
or more devices.
[0092] FIG. 9 is a flowchart of an exemplary method 900 of
retrieving data items indicative of synchronized actions from a
database, in accordance with an exemplary embodiment of the
invention. At block 902 data items are retrieved from a database
that relate to a storyboard including a set of actions for a set of
devices performed individually or by a subset of the devices. At
least one device of the set of devices includes packaging of a
consumer product. The storyboard relates to promotion of the
consumer product. The storyboard provides a set of interrelated
actions the form a message for communication to an audience. For
example, the storyboard may define an advertisement presentation.
Retrieving data items from the database may include retrieving the
data items based on detection of what devices are included in the
set of devices and their capabilities. In this way, the storyboard
may provide a dynamic mechanism to define actions based on detected
devices. Furthermore, retrieving data items may be based on
detected conditions, such as a particular geographic location such
that the data items retrieved are dynamically chosen based on
detected conditions as described above. In this aspect, the
storyboard provides for data items for different geographic
locations for dynamic generation of content/actions or based on
user input or user presence detection.
[0093] At block 904, time synchronization information is determined
for the set of actions based on at least a portion of the data
items. For, example, a data item may define a specific time for
performing an action defined by the storyboard. At block 906, data
items including the time synchronization information may be
communicated to the devices for execution. The information and data
items may be stored in a programmable memory in a device such as
the device 720 of FIG. 7. In this way, the data items may provide a
programmable and dynamic set of actions that are performed by the
device 720 based on detected conditions or based on signals from an
external control module. In this aspect, the data items provided to
a device or a group of devices may correspond to a sub-storyboard
synchronized with the overall storyboard. At block 908, the set of
actions are performed by the set of devices according to the
storyboard. In one aspect, the devices may communicate with each
other and a control module to provide different feedback and
triggering mechanisms for coordinating the actions to provide the
storyboard.
[0094] With reference to the methods and embodiments described
above, it should be appreciated that in some embodiments, the
progression of the storyboard provides for ongoing back and forth
interaction between the database and the "performance of the
storyboard" by the participating devices. This allows for external
conditions to dynamically define how the storyboard is provided to
present the message. For example, information relating to
environmental attributes, geographical attributes, device presence
detection, and human interaction may passively or actively impact
the how the storyboard is defined to dynamically communicate the
message to an audience. Accordingly, a variety of types of
interactions may be incorporated into the storyboard including
natural elements, physical elements, or virtual elements that might
trigger a device action. For example, devices might be activated,
re-positioned, or changed in any manner directly or indirectly via
the storyboard. These interactions may be communicated and stored
in a database for retrieval for different types of performances.
The performances may be online, real-time, or delayed, for example,
and therefore generation of the storyboard, including storage and
retrieval of data items relating to the storyboard, may be ongoing
and expanded during the storyboard performance.
[0095] In addition, a storyboard may allow for interactive
communication with the devices. In one aspect, a user or any other
living creature is also defined as a device in the context of a
storyboard or data items may be generated that correspond to
actions/feedback by and from a user. A user, for example, is part
of the storyboard either by active interaction (for example by
keyboard input), package or product or device positioning, physical
movement, or passive interaction by mere presence.
[0096] In addition, defining a storyboard may further include
integrating other storyboards, from other sources. For example, a
storyboard may integrate customized storyboards defined by other
services and product suppliers. These customized storyboards may
include online or offline data orientated communication with
devices defined in the customized storyboard. Integrated storyboard
information can be used by all participating storyboards and stored
for retrieval.
[0097] In one aspect, the storyboard provides a unique function
whereby the storyboard becomes a virtual platform for presenting a
message for promoting a service or consumer product. For example, a
user may generate a product, service information, or other form of
a service or product that is defined by a storyboard. Based on this
storyboard, which may be based on rules and other data stored in a
database or inherent in the storyboard actions, a user may extend
or incorporate the storyboard into an active storyboard. For
example, another company might promote another product or service
that may provide a way to use or experience the product generated
by the user. The company's product may further be defined by an
active storyboard. The storyboard of the company's product can be
extended to incorporate the storyboard of the user. As such, the
user may be able to market their product in conjunction with the
product of the company which also enhances the exposure and use of
the product of the company. In other words, storyboards may be
defined such that a storyboard defined by one entity may be
integrated into a storyboard of another entity to allow for
promoting services/products of both entities within a message. In
this way, for example, storyboards defined for several distinct
consumer products may be organized in a way such that they can be
integrated into an overall storyboard that provides a message for
promoting all the consumer products involved. In one aspect, each
storyboard that is integrated may be referred to as a
sub-storyboard.
[0098] It should be further appreciated that storyboards may be
defined by games where devices, packaging materials or the
materials objects themselves are game pieces. It should be further
appreciated that storyboards may be defined so that they play out
in a number of geographical and physical and virtual locations with
a number of participating devices as described above. The message
communicated via the storyboard may be dependent on a number of
storyboards defined by geographical and virtual environments
[0099] Furthermore, a storyboard may morph, extend, or connect
different currently independent advertising platforms. For example,
the passive packaging (label, wall, billboard, container,
newspaper, magazine, and the like) of the product may be connected
with an active transmitted advertisement (radio, TV, internet,
billboards) into one platform with complimentary/supplementary
roles and interaction and actions that are dynamically managed by
the storyboard.
[0100] FIG. 10 is a functional block diagram of another exemplary
system 1000 of generating a database 1002 of data items indicative
of synchronized actions, in accordance with an exemplary embodiment
of the invention. The generation system 1000 may include a device
determining module 1006 configured to determine a set of devices
for execution of a storyboard. The device determining module 1006
may be configured to perform one or more of the functions described
above with respect to block 802 of FIG. 8. The set of devices
includes packaging of a consumer product. The storyboard relates to
promotion of the consumer product. They generation system 1000 may
further include a storyboard generation module configured to
generate the storyboard. The storyboard includes a set of actions
for the set of devices which may be performed individually or by a
subset of the devices. The storyboard is generated to provide a set
of interrelated actions that form a message for communication to an
audience. The storyboard generation module 1008 may be configured
to perform one or more of the functions described above with
respect to block 804 of FIG. 8. The generation system 1000 further
includes a data item generation module 1004. The data item
generation module 1008 may be configured to perform one or more of
the functions described above with respect to block 806 of FIG. 8.
At least a portion of the data items include time synchronization
information for the set of actions. The generation system 1000
further includes a database 1002 configured to store the data items
and information related to the storyboard. The database 1002 may be
implemented using relational databases, flat file systems, and/or
other types of storage systems that use storage devices (e.g., disk
drives, solid state memories, etc.) to store data. The database
1002 may include multiple distinct databases, each of which stores
a different data item.
[0101] FIG. 11 is a functional block diagram of an exemplary system
1100 of retrieving data items indicative of synchronized actions,
in accordance with an exemplary embodiment of the invention. The
system 1100 includes a database 1102 configured to store data items
that relate to a storyboard including a set of actions for a set of
devices performed individually or by a subset of the devices. The
database 1102 may be implemented using relational databases, flat
file systems, and/or other types of storage systems that use
storage devices (e.g., disk drives, solid state memories, etc.) to
store data. The database 1102 may include multiple distinct
databases, each of which stores a different data item. At least one
device of the set of devices includes packaging of a consumer
product, the storyboard relates to promotion of the consumer
product. The storyboard provides a set of interrelated actions the
form a unified story. For example, the storyboard may define an
advertisement presentation. The system 1100 retrieves data items
from the database 1102. This may correspond to one or more of the
functions described with respect to block 902 of FIG. 9.
[0102] The retrieval system 1100 includes a time synchronization
determining module 1104 configured to determine time
synchronization information for the set of actions based on at
least a portion of the data items. For, example, a data item may
define a specific time for performing an action defined by the
storyboard. The time synchronization determining module 1104 may be
configured to perform one or more of the functions described at
block 904 of FIG. 9. The retrieval system 900 may further include a
data item communication module 1106 that is configured to
communicate the data items to the set of devices. The data item
communication module 1106 may perform one or more of the functions
of block 906 of FIG. 9. A control module (not shown, but such as a
processing module 702 of FIG. 7) may further coordinate actual
playback of the storyboard on the set of devices.
[0103] Known advertisement systems using presentations, like
movies, picture sequences or other multimedia content, which are
presented on presentation devices, do not involve or immerse the
consumer of an advertised consumer device so that the consumer
and/or the consumer device do not become part of the advertisement
or the underlying storyboard.
[0104] It is therefore desirable to provide an advertisement system
which overcomes these drawbacks and provides immersion of a
consumer or an advertised consumer device.
[0105] To overcome these drawbacks, an advertisement system
according to certain embodiments of the invention comprises a
control information generator for generating first control
information for at least one activity item of an advertisement
presentation and a presentation device for presenting the
advertisement presentation. The system further includes at least
one consumer device which comprises a receiver for receiving the
first control information and an action controller for controlling
at least one action by the consumer device, based on the received
first control information, wherein an action corresponds to a
respective activity item of the advertisement presentation.
[0106] An advertisement system may include detection means for
detecting the presence of a consumer device and selection means for
selecting an advertisement presentation scenario based on at least
one detected consumer device. The detection means may transmit
information about the status of the at least one consumer
device.
[0107] The presentation device may be a television set, a radio, a
video wall, another device for broadcast audio and visual
information, or a combination of such devices thus enabling more
complex advertising events. The consumer device may be any
apparatus or device which may perform an action, like electronic
and/or mechanical devices, or the packaging of such devices, or of
consumables like beverages, perfumes or cigarettes.
[0108] An action by the consumer device can be any visual or
audible event, or combination of those, or a mechanical action or
other effect that may be used to give the consumer the suggestion
that he, and/or the consumer device, are an immersion based part of
the underlying storyboard of the presentation, or at least part of
it. The proposed advertisement system thus has the advantage that a
real action of the consumer device which corresponds to the
underlying content or storyboard of the presentation helps the
consumer and/or consumer device to become much more involved with
the presentation thus increasing the advertising effect or
efficiency.
[0109] In order to enable consumer device actions to happen
synchronously, or at least nearly synchronously, with activity
items of the underlying advertisement presentation, the first
control information may include time information concerning the
timing of an action of the consumer device in relation to the
corresponding activity item. In particular, the start of an action
of the consumer device may be triggered using this time
information.
[0110] The advertisement system according to exemplary embodiments
of the invention may further comprise a transmitter for
transmitting the advertisement presentation to the presentation
device and/or the first control information to the at least one
consumer device. The transmitter preferably is a wireless
transmitter and enables particularly the consumer device to
communicate independent of its location, thus improving the
inventive immersion effect. However, the transmitter can also be a
wired connection, e.g., a power-line based transmission, an optical
transmission line, or the like.
[0111] The action controller of the advertisement system may
generate a time reference signal regarding the timing of the at
least one activity within the advertisement presentation. The
action controller then may transmit the time reference signal to
the at least one consumer device so that the consumer device can
act synchronously with the presentation storyboard.
[0112] The at least one consumer device may comprise a receiver for
receiving the first control information or the time information and
an actor for performing an action by the consumer device,
controlled by the received first control information or the time
information. In this embodiment, the actions of the consumer device
can be started more autonomously thus increasing the immersion
effect.
[0113] The advertisement system may further comprise a back channel
for transmitting second control information from the at least one
consumer device to the action controller, in order to enable also
interaction by the consumer with the advertisement presentation
thus further increasing the immersion effect.
[0114] The back channel thus enables advertisements to be
customized in real time, e.g., by way of controlling a storyboard
based on information being transmitted via the back channel to the
action controller.
[0115] The back channel can be further used to detect the presence
of a consumer device and to select an advertisement presentation
scenario (or scene) based on at least one detected consumer device
thus enabling to select a scenario for the advertisement
presentation which focuses on a consumer devices being present on
side of the consumer.
[0116] In addition, information about the status of one or more
consumer devices can be transmitted using the back channel in order
to allow to select a given scenario which relates to such device
status. The device status can be the charging or filling level of a
consumable of the consumer device, e.g., a beverage bottle, perfume
bottle or cigarette pack, or a consumer device's life span.
[0117] Exemplary embodiments of the invention also relate to a
consumer device for performing an action based on an advertisement
presentation, wherein the device comprises a receiver for receiving
control information representing at least one activity item within
the advertisement presentation. The control information includes
time information concerning the timing of the at least one action
within the advertisement presentation. The consumer device further
includes an actor for performing an action by the consumer device
which corresponds with the underlying activity, based on the
received control information, wherein an action is triggered based
on the time information included in the received control
information.
[0118] Instead of, or in addition to, the consumer device, the
packaging of the consumer device itself may perform an action. The
packaging can be product label, or in case of a bottle, a bottle
cap. Further examples of exemplary packaging or devices that may
perform an action in conjunction with a storyboard as described
above may be found in International Patent Application No.
PCT/IL2009/000458 (Published as WO 2009/136391), entitled "METHOD
AND SYSTEM PROVIDING A FUNCTIONAL ASSEMBLY OF ELEMENTS," filed May
3, 2009, the disclosure of which is hereby incorporated by
reference in its entirety.
[0119] According to another aspect of exemplary embodiments of the
invention, consumer devices, or the packaging thereof, can be
collected by the consumer thus enabling collective actions of
these. For instance, a collective effect can be a pixel array to be
composed of a multitude of bottle caps or labels.
[0120] Exemplary embodiments of the invention further relate to a
method for immersive advertising based on at least one consumer
device wherein this method comprises the steps of preparing a
storyboard which includes at least one activity, generating an
advertisement presentation based on the storyboard, generating
control or time information for the at least one activity within
the advertisement presentation, providing the control or time
information to the at least one consumer device, and performing an
action by the consumer device, based on, or triggered by, the
control or time information.
[0121] The story board may include at least two advertisement
presentation scenarios and wherein the advertisement presentation
is customized in real time using these scenarios, based on
information being transmitted by the at least one consumer device.
The presence of at least one consumer device may be detected and an
advertisement presentation scenario is selected based on at least
one detected consumer device. Information about the status of at
least one consumer devices is transmitted and an advertisement
presentation scenario is selected based on the transmitted consumer
device status.
[0122] Although described separately, it is to be appreciated that
functional blocks described with respect to FIGS. 1-11 need not be
separate structural elements. For example, the functional blocks
may be embodied on a single chip or within a single controller.
Similarly, one or more of the functional blocks or portions of the
functionality of various blocks may be embodied on a single chip or
a single controller. Alternatively, the functionality of a
particular block may be implemented on two or more chips.
[0123] One or more of the functional blocks and/or one or more
combinations of the functional blocks may be embodied as a general
purpose processor, a digital signal processor (DSP), an application
specific integrated device, discrete gate or transistor logic,
discrete hardware components, circuitry or any suitable combination
thereof designed to perform the functions described herein. In this
specification and the appended claims, it should be clear that the
term "circuitry" is construed as a structural term and not as a
functional term. For example, circuitry may be an aggregate of
circuit components, such as a multiplicity of integrated circuit
components, in the form of processing and/or memory cells, units,
blocks, and the like, such as shown and described in the Figures.
One or more of the functional blocks and/or one or more
combinations of the functional blocks described may also be
implemented as a combination of computing devices, e.g., a
combination of a DSP and a microprocessor, a plurality of
microprocessors, one or more microprocessor in conjunction with a
DSP communication, or any other such implementation.
[0124] If implemented in software, the functions may be stored on
or transmitted over as one or more instructions or code on a
computer-readable medium. The steps of a method or algorithm
disclosed herein may be implemented in a processor-executable
software module that may reside on a computer-readable medium.
Computer-readable media includes both computer storage media and
communication media including any medium that may be enabled to
transfer a computer program from one place to another. A storage
media may be any available media that may be accessed by a
computer. By way of example, and not limitation, such
computer-readable media may include RAM, ROM, EEPROM, CD-ROM or
other optical disk storage, magnetic disk storage or other magnetic
storage devices, or any other medium that may be used to store
desired program code in the form of instructions or data structures
and that may be accessed by a computer. Also, any connection may be
properly termed a computer-readable medium. Disk and disc, as used
herein, includes compact disc (CD), laser disc, optical disc,
digital versatile disc (DVD), floppy disk, and blu-ray disc where
disks usually reproduce data magnetically, while discs reproduce
data optically with lasers. Combinations of the above should also
be included within the scope of computer-readable media.
Additionally, the operations of a method or algorithm may reside as
one or any combination or set of codes and instructions on a
machine readable medium and computer-readable medium that may be
incorporated into a computer program product.
[0125] It should be understood that any reference to an element
herein using a designation such as "first," "second," and so forth
does not generally limit the quantity or order of those elements.
Rather, these designations may be used herein as a convenient
method of distinguishing between two or more elements or instances
of an element. Thus, a reference to first and second elements does
not mean that only two elements may be employed there or that the
first element must precede the second element in some manner. Also,
unless stated otherwise a set of elements may include one or more
elements.
[0126] A person/one having ordinary skill in the art would
understand that information and signals may be represented using
any of a variety of different technologies and techniques. For
example, data, instructions, commands, information, signals, bits,
symbols, and chips that may be referenced throughout the above
description may be represented by voltages, currents,
electromagnetic waves, magnetic fields or particles, optical fields
or particles, or any combination thereof.
[0127] A person/one having ordinary skill in the art would further
appreciate that any of the various illustrative logical blocks,
modules, processors, means, circuits, and algorithm steps described
in connection with the aspects disclosed herein may be implemented
as electronic hardware (e.g., a digital implementation, an analog
implementation, or a combination of the two, that may be designed
using source coding or some other technique), various forms of
program or design code incorporating instructions (that may be
referred to herein, for convenience, as "software" or a "software
module"), or combinations of both. To clearly illustrate this
interchangeability of hardware and software, various illustrative
components, blocks, modules, circuits, and steps have been
described above generally in terms of their functionality. Whether
such functionality is implemented as hardware or software depends
upon the particular application and design constraints imposed on
the overall system. Skilled artisans may implement the described
functionality in varying ways for each particular application, but
such implementation decisions should not be interpreted as causing
a departure from the scope of the present disclosure.
[0128] The various illustrative logical blocks, modules, and
circuits described in connection with the aspects disclosed herein
and in connection with FIGS. 1-11 may be implemented within or
performed by an integrated circuit (IC), an access terminal, or an
access point. The IC may include a general purpose processor, a
digital signal processor (DSP), an application specific integrated
circuit (ASIC), a field programmable gate array (FPGA) or other
programmable logic device, discrete gate or transistor logic,
discrete hardware components, electrical components, optical
components, mechanical components, or any combination thereof
designed to perform the functions described herein, and may execute
codes or instructions that reside within the IC, outside of the IC,
or both. The logical blocks, modules, and circuits may include
antennas and/or transceivers to communicate with various components
within the network or within the device. A general purpose
processor may be a microprocessor, but in the alternative, the
processor may be any conventional processor, controller,
microcontroller, or state machine. A processor may also be
implemented as a combination of computing devices, e.g., a
combination of a DSP and a microprocessor, a plurality of
microprocessors, one or more microprocessors in conjunction with a
DSP core, or any other such implementation. The functionality of
the modules may be implemented in some other manner as taught
herein. The functionality described herein (e.g., with regard to
one or more of the accompanying figures) may correspond in some
aspects to similarly designated "means for" functionality in the
appended claims.
[0129] It is understood that any specific order or hierarchy of
steps in any disclosed process is an example of a sample approach.
Based upon design preferences, it is understood that the specific
order or hierarchy of steps in the processes may be rearranged
while remaining within the scope of the present disclosure. The
accompanying method claims present elements of the various steps in
a sample order, and are not meant to be limited to the specific
order or hierarchy presented.
[0130] Certain features that are described in this specification in
the context of separate implementations also may be implemented in
combination in a single implementation. Conversely, various
features that are described in the context of a single
implementation also may be implemented in multiple implementations
separately or in any suitable sub-combination. Moreover, although
features may be described above as acting in certain combinations
and even initially claimed as such, one or more features from a
claimed combination may in some cases be excised from the
combination, and the claimed combination may be directed to a
sub-combination or variation of a sub-combination.
[0131] Similarly, while operations are depicted in the drawings in
a particular order, this should not be understood as requiring that
such operations be performed in the particular order shown or in
sequential order, or that all illustrated operations be performed,
to achieve desirable results. In certain circumstances,
multitasking and parallel processing may be advantageous. Moreover,
the separation of various system components in the implementations
described above should not be understood as requiring such
separation in all implementations, and it should be understood that
the described program components and systems may generally be
integrated together in a single software product or packaged into
multiple software products. Additionally, other implementations are
within the scope of the following claims. In some cases, the
actions recited in the claims may be performed in a different order
and still achieve desirable results.
* * * * *