Search

EP-4440163-B1 - MANAGEMENT OF MOVING OUTDOOR ADVERTISING

EP4440163B1EP 4440163 B1EP4440163 B1EP 4440163B1EP-4440163-B1

Inventors

  • BINKLEY, CASEY MANSEL
  • LEVY, ZACHARY AARON

Dates

Publication Date
20260513
Application Date
20200626

Claims (14)

  1. A method of processing impression information from a vehicle (102) having advertising displayed exterior to the vehicle (102), wherein an analytics system performs the steps of: receiving from a central processing unit (202) at the vehicle (102): an identifier of a mobile communication device obtained from scanning radio frequencies using a radio scanner of the vehicle (102), vehicle location information determined from a global positioning module of the vehicle (102); and determining, through an advertising technology platform, mobile location data of the mobile communication device; determining, that the vehicle location information matches the mobile location data; performing analytics on the identifier and the vehicle location information, the analytics include a frequency or a number of collected impressions of the advertising through the scanning in association with the identifier of the mobile communication device; and transmitting, when the vehicle location information matches the mobile location data, to the mobile communication device, an advertising message, wherein the advertising message is based on the vehicle location information and the advertising displayed external to the vehicle (102), wherein the transmitting the advertising message is performed in response to the analytics system determining that a specified frequency of collections from the scanning of the mobile communication device has been reached.
  2. The method of claim 1 wherein the performing analytics includes determining an extent to which the advertising increases or decreases a frequency or a number of online conversions.
  3. The method of claim 2 wherein the online conversions includes signups or downloads.
  4. The method of claim 1 wherein the performing analytics includes associating the frequency or the number of the impressions of the advertising in association with content of the advertising.
  5. The method of claim 1 wherein the performing analytics includes associating the identifier of the mobile communication device with content of the advertising.
  6. The method of claim 1 wherein the performing analytics includes performing time analytics on the identifier, the advertising, and the vehicle location information.
  7. The method of claim 1 wherein the performing analytics includes determining an extent to which the advertising increases or decreases a frequency or an amount of online activity.
  8. The method of claim 1 wherein the performing analytics includes determining return on investment of the advertising displayed exterior to the vehicle (102).
  9. The method of claim 1 wherein the performing analytics includes determining effect of the frequency or the number of the impressions on retargeted advertising to the mobile communication device.
  10. The method of claim 1 wherein the performing analytics includes generating a heat map based on the impressions of the advertising of scanned mobile communication devices from the radio scanner of the vehicle (102).
  11. The method of claim 10, wherein the heat map includes: average number of the impressions of the advertising of the scanned mobile communication devices, total number of the impressions of the advertising of the scanned mobile communication devices, or the frequency of the impressions of the advertising of the scanned mobile communication devices.
  12. The method of claim 1 wherein the performing analytics includes analyzing location, time, and the frequency of the impressions of the advertising of scanned mobile communication devices from the radio scanner of the vehicle (102).
  13. The method of claim 1 wherein the radio scanner includes a wireless local area network adapter operates according to a Wi-Fi standard or a Bluetooth standard.
  14. A system for processing impression information from a vehicle (102) having advertising displayed exterior to the vehicle (102), comprising: an analytics system configured to perform the method of any one of claims 1-13.

Description

CROSS-REFERENCE TO RELATED APPLICATIONS The present application claims the benefit of priority to United States Patent Application Serial No. 16/452,853 filed June 26, 2019. FIELD The present application relates generally to advertising and, more specifically, to management of moving outdoor advertising. BACKGROUND Outdoor advertising is one of the oldest types of advertising known to exist. Outdoor advertising also may be considered a type of advertising that is ubiquitous. That is, in today's society, it may be considered to be impossible to not see billboard advertising, transit vehicle advertising, bus shelter advertising and transit bench advertising; all of which may be termed "Outdoor Advertising" or "Out of Home Advertising." An advertising campaign may be carried out using moving outdoor advertising. Advertisers typically like to manage and track the success of their advertising campaigns. A patent publication CN 108 446 936 A discloses a method and a system for interactive advertising of large and small screens based on LBS (Location based services) and a DSP (Demanding side platform). A patent publication CN 107 169 808 A discloses an outdoor advertisement precise putting system based on a car cover. A patent publication US 2018/096395 A1 discloses a method that includes mobile electronic billboards attached to human beings with no fixed location, connected to computer networks. By being attached to a human, the mobile billboard is able to be deployed and advertise in any location accessible by humans. A patent publication US 2009/299851 A1 discloses a method for the measurement of the impact of an advertisement concerning a product or service, displayed on at least one advertising billboard. A patent publication CN 107 134 238 A discloses a roof electronic screen-based outdoor advertisement precise launching system. SUMMARY The invention is defined by the independent claims. Further detailed embodiments are defined in the dependent claims. BRIEF DESCRIPTION OF THE DRAWINGS Reference will now be made, by way of example, to the accompanying drawings which show example implementations; and in which: FIG. 1 illustrates a vehicle equipped to advertise and collect impression information according to aspects of the present application;FIG. 2 illustrates, in block diagram format, a device for collecting impression information according to aspects of the present application;FIG. 3 illustrates example steps in a method of scanning impression information according to aspects of the present application;FIG. 4 illustrates the vehicle of FIG. 1 and a representation of transmission of collected data to an analytics site according to aspects of the present application;FIG. 5 illustrates example steps in a method of providing analytics according to aspects of the present application; andFIG. 6 illustrates a heat map resulting from analyzing information collected at the device of FIG. 2 in accordance with aspects of the present application. DETAILED DESCRIPTION It may be considered that the vast majority of Outdoor Advertising is carried out for the purposes of general brand awareness. It may be speculated that a lack of Outdoor Advertising carried out for the purposes of promoting specific products is due to a perception that so-called "conversion metrics" are hard, if not impossible, to determine for Outdoor Advertising. "Moving" or "Mobile" Outdoor Advertising has become more prevalent in recent years, as advertisers seek out new and more effective ways to advertise. This increase in prevalence may be due to a number of factors including, but not limited to, an overall increase in Outdoor Advertising spending and a shrinking supply of traditional, static Outdoor Advertising locations such as billboards or "wallscapes." Advertising on handheld mobile devices has also become popular recently, responsive to a boom in use of smart phones and smart devices. For example, as the number of people using mobile devices has increased dramatically, advertisers have come to rely on media and services offered over mobile devices as a way to advertise. Retargeting tools offered for mobile phones and mobile devices enable advertisers to measure effectiveness for specific advertising campaigns. Such retargeting tools are known to have accurate analytics regarding conversions, activations and sign ups. Targeted Ads are more likely to be meaningful to end users since the advertisement is more relevant to users activities. Aspects of the present application offer advertisers an ability to combine outdoor advertising impression analytics with mobile retargeting tools to, thereby, close a perceived gap between so-called "Awareness Advertising" and "Conversion-Based Advertising" for moving outdoor advertising. For example, Company X wants to participate in Moving/Mobile Outdoor Advertising with Retargeting abilities. Once signage has been installed on to a vehicle for the purposes of moving advertising, aspects of the present applic