U.S. patent application number 13/899957 was filed with the patent office on 2013-12-19 for system for selectively communicating promotional information to a person.
This patent application is currently assigned to PromoVu, Inc.. The applicant listed for this patent is PromoVu, Inc.. Invention is credited to Stephen G. GIRAUD, Paul J. LINGANE.
Application Number | 20130339131 13/899957 |
Document ID | / |
Family ID | 23848655 |
Filed Date | 2013-12-19 |
United States Patent
Application |
20130339131 |
Kind Code |
A1 |
GIRAUD; Stephen G. ; et
al. |
December 19, 2013 |
SYSTEM FOR SELECTIVELY COMMUNICATING PROMOTIONAL INFORMATION TO A
PERSON
Abstract
A system for selectively communicating promotional information
to a person, includes a sensing system, a storage device, a
controller, and a projection device. The sensing system measures a
detectable feature associated with the person sensed by the sensing
system and the storage device stores a plurality of promotional
segments. The controller uses the measured detectable feature
associated with the person for selecting one of the stored
promotional segments and causing the projection device to project
to the person at the predetermined location the selected
promotional segment.
Inventors: |
GIRAUD; Stephen G.;
(Petaluma, CA) ; LINGANE; Paul J.; (Redwood City,
CA) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
PromoVu, Inc. |
San Francisco |
CA |
US |
|
|
Assignee: |
PromoVu, Inc.
San Francisco
CA
|
Family ID: |
23848655 |
Appl. No.: |
13/899957 |
Filed: |
May 22, 2013 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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13549255 |
Jul 13, 2012 |
8458032 |
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13899957 |
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12847827 |
Jul 30, 2010 |
8249931 |
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13549255 |
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|
10924168 |
Aug 23, 2004 |
7769632 |
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12847827 |
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10142006 |
May 8, 2002 |
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10924168 |
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09465659 |
Dec 17, 1999 |
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10142006 |
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Current U.S.
Class: |
705/14.45 ;
705/14.41; 705/14.66 |
Current CPC
Class: |
G06Q 30/0252 20130101;
G06Q 30/0269 20130101; G06K 9/00248 20130101; G06Q 30/0246
20130101; G01B 21/16 20130101; G06Q 30/0242 20130101; G06Q 30/0241
20130101; G06Q 30/02 20130101 |
Class at
Publication: |
705/14.45 ;
705/14.66; 705/14.41 |
International
Class: |
G06Q 30/02 20060101
G06Q030/02 |
Claims
1. An automated method for communicating individualized promotional
information to a person, the method comprising: sensing an
activity; determining a distinguishing characteristic of a person
responsible for the activity; and selectively communicating one or
more promotional information segments to the person based on the
determined distinguishing characteristic of the person.
2. The method of claim 1, further comprising the step of
determining the person's interest in the communicated promotional
information segments.
3. The method of claim 2, wherein the promotional information
segments are communicated to the person using an electronic
display.
4. The method of claim 3, wherein the step of determining the
person's interest comprises determining whether the person is
looking in the direction of the electronic display.
5. The method of claim 4, wherein the step of determining the
person's interest comprises determining the duration that the
person is looking in the direction of the electronic display.
6. The method of claim 2, wherein the step of determining the
person's interest comprises measuring changes in the person's eye
pupil size.
7. The method of claim 2, wherein the step of determining the
person's interest comprises analyzing eye movement of the
person.
8. The method of claim 2, wherein the step of selectively
communicating is further based on the determined interest.
9. The method of claim 1, further comprising the step of
determining whether the person ordered or purchased a product or
service which is the subject of a communicated promotional
information segment.
10. The method of claim 1, further comprising the step of
determining whether the person ordered or purchased a product or
service which is the subject of a communicated promotional
information segment within a predetermined period of time.
11. The method of claim 1, further comprising the step of
determining whether the person ordered or purchased a product or
service which is the subject of a communicated promotional
information segment from a predetermined vendor.
12. The method of claim 1, further comprising the step of affording
the person the opportunity of effect a purchase or order of a
service or product which is the subject of a communicated
information segment.
13. The method of claim 12, wherein the step of affording comprises
establishing communication between the person and a vendor of the
product or service.
14. The method of claim 12, wherein communication is established
using an input device.
15. The method of claim 1, wherein the step of determining a
distinguishing characteristic comprises accessing pre-stored
information about the person.
16. The method of claim 15, wherein the pre-stored information is
conveyed via a data link from a remote location to the location
from which the promotional information segment is communicated.
17. The method of claim 1, wherein the step of determining a
distinguishing characteristic comprises determining one or more
characteristics selected from the group consisting of gender, race,
ethnic background, age, nationality, height, weight, and shape of
the person.
18. The method of claim 17, wherein the one or more characteristics
are determined by facial scanning.
19. The method of claim 17, wherein the one or more characteristics
are determined by an optical detector effecting a retinal and/or
iris scan.
20. The method of claim 17, wherein the one or more characteristics
are determined by voiceprint analysis.
21. The method of claim 1, wherein the step of sensing comprises
sensing entry of the person into a detection zone.
22. The method of claim 1, wherein the step of sensing comprises
sensing pressure exerted by the person.
23. The method of claim 1, wherein the step of sensing comprises
sensing pressure exerted by vehicle operated by the person.
24. The method of claim 1, wherein step of sensing comprises
sensing heat and/or infrared radiation emitted by and/or reflected
by the person.
25. The method of claim 1, wherein the step of sensing comprises
sensing sound waves emitted and/or reflected by the person.
26. The method of claim 1, wherein the step of sensing comprises
sensing activity of a device operated by the person.
27. An automated method for projecting feature-specific promotional
information, the method comprising: sensing an activity;
identifying a feature of the activity; and projecting one or more
promotional information segments specific to the identified
feature.
28. The method of claim 27, further comprising the step of offering
for sale a service or product associated with a projected
promotional information segment.
29. An automated method for interactively communicating information
to a person and/or determining information about the person, the
method comprising: sensing an activity; communicating one or more
promotional information segments to a person responsible for the
activity; and determining a level of-interest of the person in a
communicated promotional information segment.
30. The method of claim 29, wherein the step of communicating
comprises displaying the promotional information segments or a
display means, the method further comprising the step of
determining the portion of the display means the person is
viewing.
31. A system for selectively communicating promotional information
to a person, the system comprising: a sensing system for sensing an
activity of the person; a controller for identifying a feature of
the sensed activity; and a projection device for projecting to the
person promotional information based on the identified feature.
32. The system of claim 31, wherein the identified feature is a
location of the system for selectively communicating.
33. The system of claim 31, wherein the location is identified
using a global positioning system (GPS).
Description
CROSS-REFERENCE TO RELATED APPLICATIONS
[0001] This application is a divisional application of U.S. patent
application Ser. No. 13/549,255, filed Jul. 13, 2012, which is
currently allowed, and which is a continuation of U.S. patent
application Ser. No. 12/847,827, filed Jul. 30, 2010, which issued
as U.S. Pat. No. 8,249,931 on Aug. 21, 2012, and which is a
continuation of U.S. patent application Ser. No. 10/924,168, filed
Aug. 23, 2004, which issued as U.S. Pat. No. 7,769,632 on Aug. 3,
2010, and which is a continuation of U.S. patent application Ser.
No. 10/142,006, filed May 8, 2002, which is a continuation of U.S.
patent application Ser. No. 09/465,659, filed Dec. 17, 1999, each
of which is incorporated herein in its entirety by this reference
thereto.
BACKGROUND OF THE INVENTION
[0002] 1. Technical Field
[0003] The present invention relates to interactive systems for
identifying, measuring and tracking consumer exposure to
promotional material.
[0004] 2. Description of the Background Art
[0005] Although electronic billboards and other forms of active
advertising devices are known, an issue that presently exists in
the advertising industry is the lack of accountability. Known
advertising devices operate by projecting advertising information
at large, regardless of the presence or absence of recipients of
this information. However, simply projecting advertising
information is no guarantee of the effectiveness of this
information in reaching potential consumers and impacting the
market for the product being promoted. Although the advertising
industry is aware of this, current methods for identifying,
measuring and tracking the number of consumers viewing an
advertisement, which is important from many standpoints, including
marketing research, accounting purposes and rating services for the
providers of the advertising service and their advertising clients,
are arbitrary at best. Thus, there exists a need for a system that
identifies, measures and tracks consumer exposure to a number of
different advertisements and that exposes consumers to several
different advertisements.
SUMMARY OF THE INVENTION
[0006] An interactive system in accordance with the invention
identifies, measures and tracks consumer exposure to a number of
different advertisements or promotional segments and exposes
consumers to several different advertisements. The system
simultaneously identifies and measures viewer response and the
number of consumers viewing different advertisements, while
displaying different selected advertisements for viewing by the
consumer.
[0007] The system includes a projection means for projecting visual
and/or audio advertisements and other information. Preferably the
projection means comprises a display device such as a commercially
available liquid crystal display (LCD) screen, of suitable
dimensions that is housed behind a protective shield for preventing
harm to the screen due to vandalism or moisture such as rain, for
example.
[0008] In the idle mode, the system preferably displays programmed
non-advertisement information that may include a picture of a
missing person with an associated telephone number for contacting
law enforcement officials, current weather reports, traffic
reports, trivia questions, and other similar information. Once the
presence of at least one potential viewer within the proximity
range is sense, the active mode of the system is invoked and the
display begins displaying a programmed sequence of advertisements
that may include full-motion color commercials, stop-frame
commercials, and other advertisements. Information such as trivia
questions and famous quotations, for example, can be interspersed
between the advertisements if desired.
[0009] Additionally, the projection means may comprise a sound
generating means. The sound generating means preferably generates
an audio portion of the advertisements as they are being displayed
by the display means. Optionally, the sound generating means may
generate advertisements that are only audio, and may not accompany
any video being displayed or may generate audio related to a
stop-frame commercial or related to non-advertisement information
on the display and for generating any associated audio. Audio
content may also be used to attract potential viewers to the
display by calling out to them and to interact with them in a
manner similar to a conversation between persons. The audio content
could be changed or act as a prompt as the person came closer to
the display in a manner that would acknowledge their interest.
[0010] Additionally, the projection means may comprise a scent
generating means. The scent generating means preferably generates a
scent associated with the advertisements as they are being
displayed by the display means. The scent generating means is to
enhance greater memory recall of a given advertisement by
projecting an odor, fragrance or aroma associated with the
advertisement.
[0011] Additionally, the projection means may comprise other
devices intended to stimulate human senses such as the sense of
touch. Tactile stimulators could be programmed, for example, to
stimulate the fingers to mimic the feel of certain objects.
[0012] Once it is sensed that viewers are no longer present within
the sensed proximity range, the idle mode is gain activated for
displaying the mode's associated non-advertisement information.
[0013] The system of the invention includes a means for determining
the activation time period of the active mode and for determining
the portions of the programmed sequence of advertisements that were
displayed during the active mode, for determining the particular
advertisement that may have been viewed by an identified view as
well as viewer response. The system generates consumer tracking
data and viewer response representative of the time period that the
active mode was invoked and portions of the sequence of
advertisements that were displayed during the active mode and
transmits the tracking data to a host computer to be analyzed.
[0014] The tracking data can be retrieved from the host computer
for determining what information in the active mode was displayed
and the duration that the system was in the active mode, for
determining consumer presence, and identification, consumer
response and what portions of the active mode information may have
been viewed by potential consumers. Thus, the viewer response and
tracking data provides information that indicates the viewer
response and the number of consumers that are present within the
proximity range and viewing the display, along with the number of
occurrences that particular advertisements were presented to
potential consumers, since the location of each advertisement on
the sequence is known. Therefore, the system of the present
invention provides the advertising industry a higher level of
accountability than existed in the prior art.
[0015] In the preferred embodiment, the system of the present
invention further includes a computing means coupled to the display
means and to proximity sensing means for detecting the presence of
potential consumers within the proximity range relative to the
display screen. A memory means is coupled to the computing means
and is provided for storing the information displayed during the
idle and active modes. The memory means may also be utilized for
storing the identification, viewer response and consumer tracking
data prior to transmission of the data to the host computer.
[0016] The proximity sensing means may comprise any one of several
commercially available or custom-designed sensors. These include
position and distance sensors, pressure sensors activated by body
or vehicle weight, a receiver for voice activation, variety of
switches intended to sense use or consumer action involving a
telephone handset, door, seat, or bus grab handle, heat sensors, or
other sensors that are capable of detecting persons, or appropriate
combinations thereof. Suitable heat sensors include commercially
available heat sensors and infrared detectors. Proximity sensors
may include ultra-sound sensors or complex sensors operating with
an object recognition algorithm. A plurality of ultra-sound sensors
may be used for improving the accuracy and detection range of the
system. Complex sensors, such as facial recognition, optical
sensors (e.g. retinal or iris scans) or cameras, or combinations
thereof, can be used for determining the shape of and identifying a
viewer within the proximity range and for determining if a viewer
is facing the display means, to determine if the viewer is actually
viewing information being shown by the display, to determine what
portion of the display is being viewed, or to determine the
interest level on the part of the viewer to what is being seen,
using such measures as changes in eye pupil size or an analysis of
fine eye movement. It is also anticipated as part of the present
invention that an electronic camera or audio detecting means (such
as a microphone connected to a voice processor) may be sued to
identify and obtain information about the viewer and how they are
interacting with the display. This camera or microphone might be
connected to a computer that would provide processing local to the
display or sent over a suitable network for remote processing. The
remote processing means may be either an automatic computer system
or may consist of human operators, trained or programmed to
determine certain characteristics of the viewer. These
characteristics include, but are not limited to, approximate age,
nationality, race or ethnic background, gender, physical
characteristics, or interest level in what advertisement is being
shown.
[0017] In addition, proximity sensing may be implied by the use of
devices physically adjacent to the system of the present invention,
such as a gasoline pump, telephone or an automatic teller machine
(ATM). In this embodiment the adjacent device would communicate
using a data link with the display unit such that proximity would
be inferred when someone used the adjacent device.
[0018] Another application that uses visual and audible sensing of
the viewer would be in determination of the identity of the viewer
by means such as analysis of a voiceprint, facial recognition, or
retinal scan. This identity information, when combined with
information from other databases, could be used to project viewer
specific advertising that is custom created for that particular
individual. For example when an individual uses a credit card at
the gas pump their identity is known, and it is possible to
simultaneously capture their picture and voiceprint. The next time
they get gas at that station it would be possible to identify them
from their picture or voice in advance of using a credit card.
Since it is now common practice in the financial services industry
to build databases that contain personal spending information on
individuals, and since their identity and spending profile would be
known once they appeared at the gas pump, it would be possible to
create a targeted advertisement that would be custom to that
individual. In addition the system can directly correlate viewer
identity with subsequent purchases. For example a consumer views a
soft drink commercial and is motivated to purchase the soft drink
shortly thereafter. Another example would be that a consumer views
an appliance commercial and purchases the appliance in the near
future with a credit card, and the purchase event can thus be
linked to the viewing event through the credit card database.
[0019] The invented system further includes a communication means
such as a modem or other known data transmission means for
connecting one or more systems comprising the present invention to
at least one host computer. A plurality of systems comprising the
present invention can be coupled to the host computer via known
data transmission lines or wireless communication links and using
known methods such as the Internet or an intranet. The
communication means may also receive information, such as current
weather reports and traffic reports for example, from the host
computer or other data source coupled to the communication
means.
[0020] Detection of someone viewing the advertisement is a form of
feedback that is of value to the advertiser. Other methods of
feedback may be used to measure viewer response. These include
means for the viewer to interact with the system, indicating that
not only is the viewer watching the display but is interested
enough in the content to interact. These forms of feedback may
range from a simple button on the display or housing that the
viewer may press when prompted by a displayed message or a more
sophisticated key panel or a telephone number pad or a credit card
reader or a separate communications device that would permit an
immediate purchase or an audio receiver that could detect and
analyze an audible response from the viewer. Said audio receiver
could be connected to a voice recognition system as a means of
interpreting what was said by the viewer.
[0021] The sequence of advertisements or images presented on the
display and the audible messages may be changed or new
advertisements or messages may be displayed depending upon feedback
from a viewer in an effort to respond or interact to the feedback.
It is envisioned that this interaction, if carried out with both
visual and audible means, could be refined to have characteristics
similar to a natural human interactive dialog.
[0022] It is also envisioned within the scope of the present
invention that the advertising material presented to the viewer may
be changed depending upon the position of the viewer or the
proximity to another device or the time of day. For example, a
transit bus may be equipped with a system of the present invention.
A seat switch would trigger the display to enter active mode when
someone sits down. The system would also know its position within a
city by use of a Global Positioning System (GPS) receiver or other
means known in the art. The display would present ail advertisement
for a restaurant that would be coming up at the next stop of the
bus. In another example, the system would be at a fixed location
such as at a city park, and would also be connected to a data link
used to determine the distance to a food vendor's truck. When a
viewer walked up to the display it would enter active mode and then
display an advertisement for the food vendor with an estimate of
how many minutes to wait until the food truck would arrive. The
feedback means could then be used to permit the viewer to order
from a menu, this information would be relayed to the food truck so
that the chef could prepare the food in transit. A final example
here is that the advertising message can be changed depending on
the time of day, selling coffee in the morning and cocktails in the
evening.
[0023] It is further envisioned that the advertising material
presented may be changed based upon information gathered by the
sensors. For example, analysis of the video image of a viewing
consumer may yield demographic information to permit targeted
advertising to a specific demographic audience.
[0024] A further extension envisioned for the invention is for use
in computer monitors and televisions to track viewing of material
presented on the screen. A sensor device, previously described,
could be installed in the cabinet of the monitor such that it can
observe the eye and head movements of the viewer or determine if a
potential viewer is within the proximity of the screen. Advertising
or other material would then be presented on the screen, or on a
portion of the screen, and the sensors of the invention would track
eye movement to determine if the viewer was looking at the
advertising material, how long they were looking, their interest
level in the material, the volume setting of the audio channel, the
amount of background distraction, and also to collect demographic
and possibly identification information about the viewer. This
information, including information related to the quality of the
viewer response to the advertising, could be processed by the
computer associated with the display unit or television, or
automatically transferred back to a central database via a
communication channel such as the Internet or cable network or
telephone line.
[0025] The system of the invention is preferably retained in a
suitable housing that will prevent damage, due to moisture or
vandalism, for instance, to the system. In the preferred
embodiment, the housing comprises a strong, waterproof material,
such as stainless steel and is fabricated using well known
methods.
BRIEF DESCRIPTION OF THE DRAWINGS
[0026] Many advantages of the present invention will be apparent to
those skilled in the art with a reading of this specification in
conjunction with the attached drawings, wherein like reference
numerals are applied to like elements wherein:
[0027] FIG. 1 is a block diagram of a preferred embodiment of a
system for identifying, measuring and tracking consumer exposure to
a number of different advertisements and for exposing consumers to
several different advertisements constructed according to the
principles of the present invention;
[0028] FIG. 2 is a schematic front elevation of a system in
accordance with the present invention; and
[0029] FIG. 3 is a schematic top elevation of a system in
accordance with the present invention; and
[0030] FIG. 4 is a diagrammatical representation of system
operation in accordance with the invention.
DETAILED DESCRIPTION OF THE INVENTION
[0031] Referring now to the drawing figures, there is shown
generally at 10, a system in accordance with a preferred embodiment
of the invention for identifying, measuring and tracking consumer
exposure to a number of different advertisements and for exposing
consumers to several different advertisements or promotional
segments and for gathering information about consumers. The system
10 simultaneously identifies, measures and tracks the number of
consumers viewing a number of different advertisements, while
displaying different selected advertisements for viewing by the
consumer.
[0032] The system 10 includes a projection device such as a display
12 for displaying advertisements and other information. Preferably,
the display 12 comprises a commercially available Liquid Crystal
Display (LCD) screen, or other low power consumption screen, of
suitable dimensions that may be housed behind a protective shield
14 (FIG. 2) for preventing harm from coming to the display 12 due
to vandalism or moisture such as rain, for example. The LCD screen
preferably ranges in size from approximately 11.5 to 52 inches, and
may comprise a known TFT Active Matrix LCD screen. The protective
shield 14 preferably comprises a strong transparent polycarbonate,
such as Lexan, to prevent damage to the display 12 due to impact
forces. The protective shield 14 may have a layer of a commercially
available scratch resistant material 15, such as that sold under
the trademark VANDAL SHIELD. The scratch resistant material 15
prevents damage to the protective shield 14 due to vandalism such
as scratches, and may have a layer of commercially available
non-glare coating to minimize bright light glare in sunlight for
example.
[0033] As shown in FIGS. 2 and 3, the system 10, and particularly
the electronics thereof (to be discussed hereinafter), is
preferably retained in a protective housing 16 that comprises a
strong, waterproof material, such as stainless steel or other
suitable material. The housing 16 is provided to prevent damage,
due to moisture or vandalism for instance, to the system 10. The
housing 16 includes a mounting plate 17 for securing the system 10
to a selected surface for viewing at a desired location.
[0034] An external 120V AC power source (not shown) is coupled to
the system 10 via a power unit 18, for providing electrical power
to the system 10. The power unit 18 first converts the 120V AC
power to a 24V DC power level. The unit 18 then converts the 24V DC
to a number of different preferred electronic device power levels.
The unit 18 has power outputs 20 of levels +5V, -5V, +12V, -12V, so
that the components of the system 10 do not suffer damage due to
excessive power levels. The power unit 18 is coupled to the system
10 via a waterproof, flexible conduit 22 (FIG. 2) which houses
power source lines and data transmission lines 23.
[0035] The system 10 functions in either one of an idle mode,
wherein potential consumers are not within a sensed proximity range
or zone, or an active mode, wherein the presence of potential
consumers within the proximity range is detected. In the idle mode,
the system 10 preferably displays programmed non-advertisement
information, that may include a picture of a missing person with an
associated telephone number for contacting law enforcement
officials, current weather reports, traffic reports, trivia
questions, and other similar information through display 12. Once
the presence of at least one potential consumer within the
proximity range is sensed, the active mode of the system is invoked
and the display 12 begins displaying a programmed sequence of
advertisements and promotional segments that may include
full-motion color commercials, stop-frame commercials, and other
advertisements. Information such as trivia questions and famous
quotations, for example, can be interspersed between the
advertisements if desired. Once it is sensed that consumers are no
longer present within the sensed proximity range, the idle mode is
again activated for displaying the mode's associated
non-advertisement information.
[0036] Additionally, the system 10 may comprise a sound generator
24. The sound generator 24 preferably generates an audio portion of
the advertisements as they are being shown on the display 12.
Optionally, the sound generator 24 may generate advertisements that
are only audio, and may not accompany any video being shown or may
generate audio related to a stop-frame commercial or related to
non-advertisement information on the display 12 for generating any
associated audio. In the preferred embodiment, the sound generator
24 comprises a commercially available printed circuit board that
includes data processing circuitry, and is commonly referred to as
a "sound card". The audio level generated by the sound card can be
predetermined.
[0037] An MPEG graphics control and decoding unit 26 is coupled to
the display 12 and to a microprocessor 27 of a computing device 28.
The MPEG decoding unit 26 is coupled to the display 12 and
microprocessor 27 for controlling information shown on the display
12. The MPEG decoding unit 26 performs MPEG data compression for
transferring both video data and data status information. The MPEG
decoding unit 26 enables the computing device 28 to be securely and
efficiently utilized. The MPEG decoding unit 26 coacts with the
sound generator 24 to produce desired sound effects, so that the
sound effects can be optionally played with or without the video on
the display 12.
[0038] The system 10 of the present invention is designed to
determine the activation time period of the active mode and for
determining the portions of the programmed sequence of
advertisements that were displayed during the active mode in order
to determine the particular advertisements that may have been
viewed by the consumer. The system 10 is also designed to generate
consumer tracking data representative of the time period that the
active mode was invoked and what portions of the sequence of
advertisements were displayed during the active mode and can
operate to transmit the identification, viewer response and
tracking data to a host computer (not shown). In this manner the
system 10 forms part of a network of such systems disposed at
discrete locations and inter-connected for uni-directional or
bi-directional communication with one or more remote host
computers. The communication between these devices can be effected
through the internet, intranet, and/or wirelessly.
[0039] In the preferred embodiment, the system 10 includes the
controller 28 coupled to the display 12 and to a sensing system 38
for detecting the presence, identity, response and behavior of
potential consumers within a proximity range relative to the system
10, and particularly, relative to the display 12. The controller 28
of the preferred embodiment consists of a commercially available
microprocessor based system that includes the microprocessor 27, a
PCI data bus 32, temporary memory such as DRAM 33, data input and
data output (I/O) support 34, and peripheral data
processing-devices in a motherboard chipset 35 as is known.
[0040] One or more storage devices 36 are coupled to the controller
28 and are provided for storing the information displayed during
the idle and active modes of the system 10. The storage devices 36
may also be utilized for storing the identity, viewer response and
consumer tracking data prior to, or in lieu of, transmission of the
data to the host computer. The storage devices 36 may comprise a
known hard disk drive, such as one used in a portable computer,
optical drive, or a solid state storage device, such as an EEPROM,
FLASH EEPROM, or SRAM memory device array. Use of a CD ROM: in lieu
of a hard disk drive in order to conserve unit space and minimize
cost is also contemplated.
[0041] After the identity, viewer response and consumer tracking
data is generated, the identity, viewer response and tracking data
can be retrieved from the host computer or locally for determining
what information in the active mode was displayed and the duration
that the system 10 was in the active mode, for determining consumer
presence and what portions of the active mode information may have
been viewed by potential consumers. The identity, viewer response
and tracking data can additionally be used for billing users of the
invented system 10 and for compiling data bases for marketing and
other purposes.
[0042] Thus, the identity, viewer response and tracking data
provides information that indicates the level of interest and
number of consumers that are present within the proximity range and
viewing the display 12, along with the number of occurrences that
particular advertisements were presented to potential consumers,
since the location of each advertisement on the sequence is known.
Therefore, the system of the present invention 10 provides the
advertising industry a higher level of accountability than existed
in the prior art.
[0043] The sensing system 38 may comprise any one of several
commercially available proximity sensors 30, such as motion
detectors or heat or optical sensors, or other sensors that are
capable of detecting persons, or appropriate combinations of known
sensors of the same or different types. Sensing system 38 may
include ultrasound sensors operating in conjunction with complex
detection devices 44 whose outputs are subject to prescribed
pattern recognition algorithms. As an example, proximity sensors 30
may comprise ultrasound sensors having adjustable proximity range
for improving system accuracy and detection range. Proximity
sensors 30 operate to trigger the active mode of the system 10,
which is recorded and analyzed, and also to trigger operation of
complex detection devices 44 designed to identify consumers and
recognize specific patterns such as a viewer's eyes or face
direction. A plurality of ultrasound sensors may be used for
improving the accuracy and detection range of the system.
Ultrasound sensors (not shown) provide an adjustable proximity
range. Those skilled in the art will recognize that any combination
of operating procedures for the system 10 and the sensors 30 and
detection devices 44 may be utilized without departure from the
spirit and scope of the invention.
[0044] Complex detection devices shown generally at 44, that may
include or comprise cameras, facial recognition or optical
scanners, or combinations thereof, can be used for determining the
identity and shape of a viewer within the proximity range and for
determining if the viewer is facing the display 12, and/or to
determine if the viewer is actually viewing information being shown
by the display 12. For example, the complex detection devices 44
may include one or a combination of video cameras 45, digital
cameras, facial recognition or optical scanners for identifying or
recognizing the shape of viewers and/or their viewing direction
within a viewing range of the cameras 45. A viewer's identity or
intention can be determined by triggering sensor system 38 to
locate two concentric circles spaced approximately 1 to 2 inches
apart. Once the characteristics of the consumer facing the display
12 are detected, the sensor system 38 processes and stores detailed
information relating to the identity or characteristics of the
consumer for later analysis by the system 10 or host computer. This
information may be used for billing and status information of the
system 10 at a particular location, or for a number of different
systems 10 placed at a number of different locations. Of course,
the functions of sensors 30 and detection devices 44 may be
integrated into a common device such that detection devices 44 may
for example operate to sense the presence of a viewer and then
proceed to analyze patterns related to the viewer which are
indicative of his/her attentiveness to the system 10.
[0045] The system 10 further includes a communication device such
as a modem 40 or other known data transmission means for connecting
one or more systems comprising the present invention 10 to at least
one host computer. A plurality of systems 10 comprising the present
invention can be coupled to the host computer via known data
transmission lines 42 and using known methods such as the Internet
and an intranet as mentioned above. The communication device 40 may
also be utilized to enable the system 10 to receive information,
such as current weather reports and traffic reports for example,
from the host computer or other data source coupled to the
communication device. Of course data transmission is not confined
to transmission lines 42 as the use of wireless communication
between the systems 10 and the host computer is also contemplated
by the invention.
[0046] Thus, the system of the present invention simultaneously
identifies, measures and tracks the number of consumers viewing
different advertisements, while displaying different selected
advertisements for viewing by the consumer. The system functions in
either one of the idle mode, wherein potential consumers are not
within a sensed proximity range, and the active mode, wherein the
presence of potential consumers within the proximity range is
detected. In the idle mode, the system displays programmed
non-advertisement information. In the active mode, the system
displays a programmed sequence of advertisements that may include
full-motion color commercials that may be interspersed with other
information. The time period of the active mode is sensed for
determining the portions of the programmed sequence of
advertisements that were displayed during the active mode, for
determining particular advertisements that may have been viewed by
the consumer to generate consumer tracking data. The tracking data
is retrieved from either the remote unit or a host computer for
determining what information in the active mode was displayed and
the duration that the system was in the active mode for determining
consumer presence, identification and what portions of the active
mode information may have been viewed by consumers.
[0047] Operation of the invention can be explained With reference
to FIG. 4. In step 100, the system 10 is operating in idle mode, in
which it is displayed for generally projecting programmed
non-advertisement information such as trivia questions or other
similar information, a picture of a missing person with an
associated telephone number for contacting law enforcement
officials, current weather reports or traffic reports or other real
time information or updates uploaded from a remote location through
the internet or wirelessly.
[0048] In Step 102 the system 10 senses an activity, such as the
presence of a person in a detection zone of sensor system 38. In
response to the activity sensing step 102, the system 10 then
implements one or more of steps 104, 106, 108 and 116. Step 104
engenders the determining of a distinguishing characteristic of the
person responsible for the sensed activity. Examples of
distinguishing characteristics include, but are not limited to,
gender, race, ethnic background, age, nationality, height, weight
and shape of the person. Known computational and pattern
recognition algorithms can be applied to make these determinations
from optical images or other sensed information detected by sensing
system 38 and operating in conjunction with controller 28. The
determination of the distinguishing characteristic or
characteristics effected in Step 104 can be followed by the
generation of data reflecting the types of viewers who have taken
an interest in the communicated promotional information, for
purposes of accountability to participating advertisers, for
instance. The information derived from Step 104 can also be used to
develop a demographics profile for marketing or other purposes,
using either system 10 or a remote system to which the information
is downloaded. The information from Step 104 can also be used as
indicated in Step 110, to selectively communicate promotional
segments based on the distinguishing characteristic of the person
responsible for the sensed activity. In other words, the
information can be used to target a specific demographics group for
a particular product or service. One example can be promoting
sports cars to young males. Step 102 can also be followed by Step
106, wherein a feature of the sensed activity is identified. The
feature can be the location of the sensed activity. This is useful
for example when the system 10 is disposed at least partially in a
moving public vehicle, such as a transit bus, with the location of
the bus at the time the activity is sensed being determined, for
example, using known GPS (Global Positioning System) expedients.
One use of this would be to promote products or services whose
vendors are in the region of the bus at the time the activity is
sensed, and even to offer for sale through the system 10 these
products or services. The step of projecting promotional segments
specific to the identified feature of the activity is designated
Step 112.
[0049] Step 102 can also be succeeded by Step 108, in which
promotional information can be communicated to the person
responsible for the sensed activity, and then followed by Step 114,
which entails determining the level of interest in the communicated
promotional information. Such information is useful in marketing
research and can be determined by analyzing the length of time that
the viewer is viewing display means 12 or a portion thereof, or the
quantity or quality of input received from the viewer by the
system, if the system is equipped to make such a determination by,
for example, being designed to be interactive with the viewer
through the use of a keyboard or speech recognition expedients. It
is also possible for Step 102 to be followed by Step 116 in which
the viewer is identified as a specific individual by the system 10
based on visual or audible sensing of features of the viewer and on
previous sessions and with recourse to data compiled from previous
purchasing behavior or other financial profiles and information
about the viewer. Viewer identification indicated in Step 116 can
be followed by Step 118 in which viewer-specific information is
projected, and/or Step 120, in which a data base is built (or an
existing data base augmented) about the viewer for subsequent
targeting and/or correlation with subsequent purchases by the
viewer through the matching of credit card information, for
example.
[0050] The above are exemplary modes of carrying out the invention
and are not intended to be limiting. It will be apparent to those
skilled in the art that modifications thereto can be made without
departure from the spirit and scope of the invention as set forth
in the following claims.
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