U.S. patent application number 14/663928 was filed with the patent office on 2015-09-24 for streamlined mobile advertising for digital passes.
The applicant listed for this patent is Vibes Media LLC. Invention is credited to Alexander Gates Campbell, John Haro.
Application Number | 20150269625 14/663928 |
Document ID | / |
Family ID | 54142546 |
Filed Date | 2015-09-24 |
United States Patent
Application |
20150269625 |
Kind Code |
A1 |
Campbell; Alexander Gates ;
et al. |
September 24, 2015 |
Streamlined Mobile Advertising for Digital Passes
Abstract
A streamlined system and method for displaying advertising
content in a mobile environment utilized device detection and
smartlinks to minimize the number of steps necessary for an end
user to select and store a pass or similar marketing device. In
various exemplary embodiments, a single click on a banner
advertisement allows the user to initiate an application, program,
protocol or the like that stores the pass or similar marketing
device in the particular type of digital wallet used by the end
user.
Inventors: |
Campbell; Alexander Gates;
(Chicago, IL) ; Haro; John; (Chicago, IL) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Vibes Media LLC |
Chicago |
IL |
US |
|
|
Family ID: |
54142546 |
Appl. No.: |
14/663928 |
Filed: |
March 20, 2015 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
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61968011 |
Mar 20, 2014 |
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Current U.S.
Class: |
705/14.64 |
Current CPC
Class: |
G06Q 30/0267
20130101 |
International
Class: |
G06Q 30/02 20060101
G06Q030/02 |
Claims
1. A method of providing mobile advertisements comprising:
receiving a click command from an end user via a mobile device;
determining an operating system running on the mobile device;
opening a desired landing page on the mobile device, the desired
landing page being selected from multiple potential landing pages
based on the operating system running on the mobile device.
2. The method of claim 1, wherein the desired landing page includes
mobile wallet content to be added to the end user's mobile
device.
3. The method of claim 2, wherein the mobile wallet content is
optimized for being added to devices running the determined
operating system.
4. The method of claim 2 further comprising presenting the end user
with an option to store the mobile wallet content.
5. The method of claim 4 further comprising the step of receiving a
command indicating whether the end user has stored the mobile
wallet content or canceled the process.
6. The method of claim 1 further comprising determining a preferred
mobile wallet application installed on the mobile device.
7. The method of claim 1 wherein the desired landing page is an iOS
landing page if the operating system is determined to be a version
of the iOS operating system from Apple, Inc.
8. The method of claim 7 further comprising initiating a passbook
protocol.
9. The method of claim 1 wherein the desired landing page is an
Android landing page if the operating system is determined to be a
version of the Android operating system from Google, Inc.
10. The method of claim 1 further comprising determining a general
location of the end user.
11. The method of claim 10, wherein the desired landing page
includes mobile wallet content to be added to the end user's mobile
device, the mobile wallet content being particularized for the
general location of the end user.
12. The method of claim 1 further comprising generating a unique
identification device associated with the end user.
13. A mobile advertising system comprising: a mobile banner
advertisement; and a digital marketing device; wherein the mobile
banner advertisement contains program code capable of initiating a
device detection process and presenting the digital marketing
device in a manner that is optimized for a detected device.
14. The system of claim 13, wherein the mobile banner advertisement
is accessible via a web browser on a mobile device.
15. The system of claim 13, wherein the mobile banner advertisement
is displayed within an application running on a mobile device.
16. The system of claim 13, wherein the device detection process
identifies an operating system running on a mobile device used to
access the mobile banner advertisement.
17. The system of claim 16, wherein the mobile banner advertisement
is configured to initiate a passbook protocol if the device
detection process identifies that the mobile banner advertisement
has been displayed on a mobile device running a version of the iOS
operating system from Apple, Inc.
18. The system of claim 16, wherein the mobile banner advertisement
is configured to open an Android landing page if the device
detection process identifies that the mobile banner advertisement
has been displayed on a mobile device running a version of the
Android operating system from Google, Inc.
19. The system of claim 13 wherein the mobile banner advertisement
contains program code capable of initiating a location detection
process to determine a location of an end user accessing the mobile
banner advertisement.
20. The system of claim 19 wherein the digital marketing device is
updated according to the general location of the end user.
Description
CROSS-REFERENCE TO RELATED APPLICATIONS
[0001] This application claims the benefit of U.S. Provisional
Patent Application Ser. No. 61/968,011 filed on Mar. 20, 2014, the
disclosure of which is hereby incorporated by reference in its
entirety.
TECHNICAL FIELD OF THE INVENTION
[0002] The present invention relates to a system and method for
storing digital marketing content. In particular, the present
invention relates to a streamlined process for storing digital
marketing content retrieved from a remote server over the Internet
on a mobile device.
BACKGROUND
[0003] Coupons, tickets, loyalty cards, boarding passes and other
marketing content has transitioned from the traditional paper
documents to digital items offering a broader range of
customization. These digital items are often referred to as
"passes" ("pass" singular). These passes may be downloaded to,
generated on, or otherwise accessed by a mobile computing device,
such as a smartphone or wi-fi connected device like an iPod touch,
iPad, tablet computer or the like. In typical use, a pass is stored
in a digital wallet for access and use at a later time or
location.
[0004] The digital wallet and pass also allows direct marketing
communication to the end user. For example, a pass may be designed
such that the marketer who generated the pass can inform an end
user that the pass is about to expire or has been updated. One
example of a pass and electronic wallet system is the Passbook app
available in the iOS operating system from Apple, Inc. Another
example is the Google Wallet available in the Android operating
system from Google, Inc.
SUMMARY OF THE INVENTION
[0005] Mobile advertising is online advertising that is optimized
for view while users browse the Internet or use a mobile app on a
mobile device. Online retailers and website designers often provide
a dedicated mobile version of their websites that is optimized for
viewing on a mobile device such as a cellular phone, tablet, PDA,
portable media player, or the like. These mobile versions of
websites are designed to be more easily accessed and viewed on the
smaller screens, lower screen resolutions and, often, slower data
transfer speeds that typically plague mobile devices. These mobiles
versions of websites may additionally be designed to more easily
utilize a touch screen interaction to take advantage of the
prevalence of touch screens on mobile devices.
[0006] Online advertising is often optimized for mobile browsing.
Mobile advertising typically utilizes smaller banner ads with
reduced graphic intensity to account for the smaller screen and
lower screen resolution of mobile devices. Additionally, mobile
versions of websites and mobile advertising may limit or exclude
certain design elements that are not compatible with various mobile
devices. For example, mobile versions of websites and mobile
advertising may limit or exclude the use of Adobe Flash or other
software platforms that are not supported by various mobile
devices.
[0007] It would be desirable to provide a streamlined procedure for
end users to access and store digital marketing devices such as
passes through mobile advertising.
BRIEF DESCRIPTION OF THE DRAWINGS
[0008] FIG. 1 is a schematic flow chart of an exemplary method of
storing a digital marketing device according to this invention.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS
[0009] In an exemplary embodiment of a marketing system and method
according to this invention, a marketer creates a pass or other
storable digital marketing content and a mobile banner
advertisement. The mobile banner advertisement is programmed to
send the user to a site that will identify the device being used by
a user who has been presented the mobile banner advertisement on a
mobile website.
[0010] When a user clicks on the mobile banner advertisement (or
touches the mobile banner advertisement on a touch-screen device),
the mobile banner advertisement opens a mobile web page that
determines the device being used as well as it's characteristics
like operating system, and browser version. The site then redirects
to mobile wallet content associated with the identified device
being used by the user. For example, in various exemplary
embodiments, if the user is using a version of the iPhone phones
sold by Apple, Inc., the mobile banner advertisement may open the
Passbook application or program installed on those phones. In
various exemplary embodiments, if the user is using a mobile device
that operates on the Android Operating System created by Google,
Inc., the mobile banner advertisement may open the Google Wallet
application or program installed on that device. It should be
appreciated that the device detection may operate by identifying
the web browsing program utilized by the user, by identifying the
operating system utilized by the user or by identifying any other
known characteristic that is expected to correlate with a
particular mobile device or a particular class of mobile devices
being used by the user.
[0011] It should be appreciated that the mobile wallet may be
another party outside of the operating system like PayPal, Square,
or Samsung.
[0012] It should also be appreciated that the mobile wallet
associated with the identified device may be any known or later
developed mobile wallet application or program. In various
exemplary embodiments, the particular mobile wallet being utilized
by the user is identified through the same or similar device
detection process used to identify the device being used by the
user. In such exemplary embodiments, the mobile smartlink may
identify the mobile wallet being used by the user rather than or in
addition to identifying the device being used.
[0013] Upon opening the mobile wallet, the user is presented with a
pass or similar digital marketing device and an option to store the
pass or similar digital marketing device in the user's mobile
wallet for later use or interaction. If the user chooses to store
the pass or similar digital marketing device in the user's mobile
wallet, the mobile wallet is updated to include the pass or similar
digital marketing device and the web browser is returned to the
mobile website that initially presented the mobile banner
advertisement. If the user does not choose to store the pass or
similar digital marketing device, the mobile wallet is not updated
and the web browser is returned to the mobile website that
initially presented the mobile banner advertisement.
[0014] It should be appreciated that, in various exemplary
embodiments, rather than opening a mobile wallet application or
program, the mobile banner advertisement may initiate a
"intermediary" window or similar device within the web browser
application or program that similarly provides the option to store
the pass or similar marketing device in the user's mobile wallet.
In such exemplary embodiments, the mobile wallet application or
program may not need to be opened or launched in order to update
the contents of the mobile wallet application or program. It should
also be appreciated that the mobile banner advertisement may be
presented in applications other than web browsers and may launch or
access mobile web pages without involvement of a dedicated web
browser application. In such instances, after the user chooses
whether to store the pass or similar digital marketing device,
whatever application originally presented the mobile banner
advertisement may return to its previous screen or condition.
[0015] In various exemplary embodiments, if the smartlink cannot
identify the device being used or cannot identify the mobile wallet
being used or corresponding to the identified device, the smartlink
may direct the web browser application or program being used by the
user to a mobile website associated with the mobile banner
advertisement. For example, if the smartlink determines that the
user is using a mobile device that does not have an associated
mobile wallet, clicking on the mobile banner advertisement (or
touching it on a touch screen device) may forward the user's web
browser application or program to a desired mobile website.
[0016] It should be appreciated that, while various functions,
actions or operations described above are described in relation to
being performed or executed by the mobile banner advertisement, in
practice, the various functions, actions or operations may be
performed or executed by the mobile device, a web browser
application or program on the mobile device or a processor
associated with the mobile device. The above-described functions,
actions or operations are described as being performed or executed
by the mobile banner advertisement to indicate that the mobile
banner advertisement is programmed or otherwise designed to
generate the desired actions of the mobile device or the web
browser application/program or processor associated with the mobile
device.
[0017] FIG. 1 shows a representative flowchart 100 of a method of
presenting a mobile advertisement according to an exemplary
embodiment. In the flow chart, an end user is presented with a
mobile banner advertisement. The mobile banner advertisement will
generally display information related to a pass or marketing device
that can be stored or saved by the end user. As outlined above, the
mobile banner advertisement may be presented to the end user on a
mobile website accessed via a web browser or as an advertisement
within any other type of application running on a mobile device. In
step 110, the mobile advertisement is selected or activated when a
command is received indicating that the user has pressed or clicked
on the advertisement. The process then continues to step 120 where
the device being used by the user is detected. This may include
detecting the type and version of mobile device being used, the
type and version of application or web browser being used, and/or
the type and version of operating system being used by the end
user.
[0018] Depending on the results of the device detection, the
process continues along different branches. For example, in the
embodiment shown in FIG. 1, if the device is detected as running
the iOS operating system from Apple, Inc., then the process
continues to step 132 and a dedicated iOS Landing Page is launched.
It should be appreciated that the iOS Landing Page may never be
shown to the end user. That is, the iOS Landing Page may simply be
dedicated programming language usable to initiate the mobile wallet
features applicable to devices running the iOS operating system.
The process then continues to step 134 where the Passbook
application or protocol is launched. This application or protocol
will present the user with an option to store the pass or marketing
device originally advertised in the mobile banner advertisement. If
the user selects "store" then the pass or marketing device is
stored in the user's Passbook application. Alternatively, the user
can select cancel. This decision is received in step 150. In either
event, as shown in step 160, the Passbook application or protocol
is terminated and the end user is returned to the web browser page,
or application condition present before the click command was
received in step 110.
[0019] In an alternative path, if the device detected in step 120
is determined to be a device running a version of the Android
operating system from Google, Inc., then the process continues to
step 134 where an Android Landing Page is launched. As with the iOS
Landing Page discussed above with relation to step 132, it should
be appreciated that the Android Landing Page may not be shown to
the end user. However, in various exemplary embodiments, the
Android Landing Page is a dedicated landing page that includes a
button for the end user to add the desired pass or marketing device
to the user's digital wallet. This may include a message such as
"Click here to add to Google Wallet" or the like. The click command
is received in step 144 and the user is presented with an option to
confirm or cancel the addition. The decision is received in step
150 and the process continues to step 160 as discussed above. It
should be appreciated that the click command received in step 144
may take the place of the confirmation received in step 150. That
is, the user may be presented with a single option at step 144 to
add the pass or marketing device or cancel the process. In either
event, the process will continue to step 160 to return the end user
to the previous webpage or application condition.
[0020] It should be appreciated that the flow-chart shown in FIG. 1
is simplified for the purposes of discussion and considers only a
subset of the decision tree. Additional steps may be added as
desired. For example, additional branches may be added to account
for other known or later-developed operating systems and mobile
device types. For example, a branch may be added to interact with
users who use a version of the Windows operating system or to
account for situations where the end user's device type cannot be
accurately detected.
[0021] In various exemplary embodiments, a method of generating or
presenting a pass or digital marketing device also utilizes user
identification or tracking. The user identification or tracking can
improve the user experience by customizing or personalizing various
features and options. These features may also provide added
functionality to marketers authoring the passes or digital
marketing devices.
[0022] In various exemplary embodiments, when a user activates a
mobile banner advertisement, a unique identification device
associated with the user is generated or accessed. Such an
identification device may be, for example, a code, file,
configuration setting, or similar item saved on the user's device
that identifies that user to the service that issued the
advertisement; for example, a customer loyalty number, user id,
screenname or the like. In such exemplary embodiments, the unique
identification device may be passed to or retrieved by the server
that manages the pass digital marketing device as a means of
identifying the user that has activated the mobile banner
advertisement. In such exemplary embodiments, the unique identifier
may be passed to or retrieved by a server or system that displayed
the mobile banner advertisement with an indication of whether the
end user completed the process of storing the pass or digital
marketing device. The server hosting the mobile banner
advertisement may use this information to track the number or
percentage of user who begin to load the advertisement (i.e., users
who clicked on the advertisement) and the number or percentage of
users who complete the process and load or store the pass or
digital marketing device into their digital wallets.
[0023] It should be appreciated that privacy concerns may
necessitate limiting the access or specificity of the unique
identification device. In various exemplary embodiments, a
temporary identification device is generated when a mobile banner
advertisement is activated. In such exemplary embodiments, the
temporary identification device is passed to the end user's device
by a server that is hosting the mobile banner advertisement and is
passed back to or retrieved by the server when the user completes
the process and stores or loads the pass or digital marketing
device into a digital wallet.
[0024] In various exemplary embodiments, a persistent
identification device is associated with each user who activates a
mobile banner advertisement and loads or stores a pass or digital
marketing device. In such exemplary embodiments, the persistent
identification device identifies the particular pass or digital
marketing device and the user. In various ones of these exemplary
embodiments, the persistent identification device allows
individualized updating, deleting or otherwise modifying the pass
or digital marketing device stored or loaded by the user.
[0025] For example, the end user may decide to change a preference
related to the digital wallet asset; to do so, the configuration
change and persistent identification device are sent to a server
that manages the pass or digital marketing device and the server
makes the corresponding change to the pass or digital marketing
device. In various exemplary embodiments an advertiser may also be
able to change individual passes or digital marketing devices for
specific users without changing the passes or digital marketing
devices for other users. For example, the advertiser may reward
certain customers for frequent visits, participation in special
events or any other criteria. Likewise, the advertiser may be able
to track the performance of various advertising campaigns by
tracking the number or percentage or users who were shown mobile
banner advertisement (e.g., impressions), the number or percentage
of users who activated the mobile banner advertisement (e.g., click
through rate), the number of percentage of users who stored or
loaded the pass or digital marketing device into a digital wallet
(e.g., conversions), and the number or frequency of users who
subsequently used the pass or digital marketing device.
[0026] In various exemplary embodiments, a method of loading a pass
or digital marketing device also includes location detection. For
example, if the pass or digital marketing device is associated with
a national chain business with numerous locations, a subset of
locations particularly relevant to the end user may be loaded into
the pass or digital marketing device at the time the pass or
digital marketing device is stored or loaded into a digital wallet.
In various exemplary embodiments, the pass or digital marketing
device is loaded with a predetermined number of locations based on
an estimated location determined from an IP address associated with
the end user's device. In various other exemplary embodiments, the
pass or digital marketing device may be loaded with locations based
on general or specific location information retrieved from the end
user's device. For example, a GPS receiver may be activated to
determine an exact location, a cell tower may be pinged to
determine a general location or a location may be loaded from a
user profile, configuration file or preferred settings.
[0027] The following is a description of an exemplary embodiment of
a user's interaction with a mobile advertising system and method
according to the present invention. In the exemplary embodiment, a
user is browsing the Internet on a mobile computing system, such as
a mobile phone, in particular a version of the iPhone sold by
Apple, Inc. While browsing the Internet, the user is presented with
a mobile banner advertisement that advertises a coupon for product
the user is interested in and includes an invitation to add the
coupon to the user's mobile wallet. In various exemplary
embodiments, the mobile banner advertisement may present a
different message depending on the device being used by the user.
For example, the mobile banner advertisement may present an icon,
image or text that includes "add this coupon to Passbook" or the
like if the user is using a version of the iPhone and conversely
may present an icon, image or text that includes "add this couple
to Google Wallet" or the like if the user is using a mobile device
that utilizes the Android Operating System.
[0028] In the above-presented exemplary embodiment of a user's
interaction, if the user presses or touches the mobile banner
advertisement, the user is presented with a screen that shows a
pass or other digital marketing device associated with the
advertised coupon and includes options to "Add" or "Cancel." If the
user selects "Add," the pass or other digital marketing device is
added to the Passbook application or program on the user's mobile
device and the screen returns to the previous mobile website. If
the user selects "Cancel," the screen simply returns to the
previous mobile website.
[0029] In another exemplary embodiment of a user's interaction with
a mobile advertising system and method according to this invention,
the user has just purchased a gift certificate or prepaid card
associated from a desired business mobile website. Upon completing
the purchase through the mobile website (e.g., utilizing a web
browser application or program on a mobile device), the user is
presented with a link inviting the user to add the gift certificate
or prepaid card to the user's mobile wallet. It should be
appreciated that the mobile website may utilize known or
later-developed device detection processes to present a different
message such as "add this gift card to Passbook" or "add this gift
card to Google Wallet" depending on the mobile device being used by
the user. Upon selecting, clicking or pressing the message, the
user is presented with a screen that shows a pass or other digital
marketing device that represents the gift certificate or prepaid
card and includes options to "Add" or "Cancel." If the user selects
"Add," the pass or other digital marketing device is added to the
associated mobile wallet application or program on the user's
mobile device and the screen returns to the previous mobile
website. If the user selects "Cancel," the screen simply returns to
the previous mobile website.
[0030] It should be appreciated that while the above outlined
interactions are described in relation to a coupon and a gift
certificate or prepaid card, the described method may be used with
any suitable pass or marketing device. For example, in various
exemplary embodiments, a confirmation screen presented to a user
who has purchase a ticket for a show, movie, concert, airline
flight, bus ride or the like may present the user with the option
to add that ticket to the user's mobile wallet. Likewise, a mobile
banner advertisement may be designed to advertise a sales flyer or
event that may similarly be added to the user's mobile wallet.
Further, a mobile website for a business may include a link that
invites the user to create a loyalty card or similar digital
marketing device as a pass in the user's mobile wallet.
[0031] Upon being added to a mobile wallet, the pass or similar
digital marketing device may allow the marketer to update the pass
through remote means or otherwise interact with and communicate
with the user through known or later developed methods.
[0032] It should be appreciated that marketers can use the
information obtained through the use of this process to determine
the performance of each campaign. This information can be used to
influence the greater spend of advertising dollars moving forward
to target consumers who are similar to those who have downloaded
the mobile wallet content.
[0033] It should be appreciated that a marketing system according
to any of the above-outlined or other exemplary embodiments may
also be capable of determining if a user is using a non-mobile
device such as a desktop or laptop computer. In such exemplary
embodiments, if the end user is determined to be using a non-mobile
device, the mobile banner advertisement may activate an expanded
advertising unit when activated (e.g., a pop-up or "blow-up
advertisement). Alternatively, or additionally, the mobile banner
advertisement may redirect to a dedicated landing page. In various
exemplary embodiments, if the end user is detected as using a
non-mobile device, the end user may be presented with options to
add the pass or digital marketing device to another mobile
device.
[0034] In various exemplary embodiments, a dedicated landing page
asks the end user to enter a phone number associated with a mobile
device. A unique SMS (short message service) message may then be
sent to the phone number that includes a unique identifier or a
device associated with a unique identifier. The SMS message may
also operate as a weblink to initiate the device detection and pass
or digital marketing device procedures according to any of the
above-outlined or other exemplary embodiments.
[0035] In various other exemplary embodiments, the user may be
presented with multiple options to add the pass or digital
marketing device to a mobile device with each option necessarily
indicating the type of mobile device. For example, the user may be
presented with a landing page that includes options to "Add to
Google Waller" or "send to my iPhone." After receiving a selection
from the user, along with a phone number, a unique SMS message is
sent to the number, the SMS message operating as a link to initiate
the storing or loading of the pass or digital marketing device to
the relevant digital wallet associated with the selected device
type.
* * * * *