US-12626274-B2 - Management of moving outdoor advertising

Abstract

An advertising campaign may be carried out using moving outdoor advertising. Advertisers typically like to manage and track the success of their advertising campaigns. Aspects of the present application may be seen to assist with such management and tracking by providing impression analytics, location analytics, time analytics and frequency reports. Furthermore, aspects of the present application may be seen to provide an ability to augment a moving outdoor advertising campaign with a mobile device retargeting advertising campaign. Then, such metrics as return on investment, profit and gross profit may be tracked. In some aspects, Wi-Fi signals and Bluetooth signals may be collected from mobile devices that are in the range of a Moving Impression Analytics Tracking Device.

Inventors

• Casey Mansel BINKLEY
• Zachary Aaron LEVY

Assignees

• HaulerAds Inc.

Dates

Publication Date

20260512

Application Date

20241120

Claims (20)

1. 1 . A method for an advertisement, the method being performed by an analytics system and comprising: receiving: an identifier of a mobile communication device obtained from scanning radio frequencies using a radio scanner, and location information determined from a global positioning module of the advertisement; and determining that the advertisement was in proximity to the mobile communication device; and when the advertisement was in the proximity to the mobile communication device, transmitting an advertising message to the mobile communication device through a website, wherein the advertising message is based on the location information and the advertisement.
2. 2 . 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, wherein the identifier includes a media access control (MAC) address associated with a wireless networking chipset for the mobile communication device.
3. 3 . The method of claim 1 further comprising performing analytics on the identifier and the location information, including processing the location information with a time that the identifier was collected, and the analytics including a frequency or a number of impressions of the advertisement in association with the identifier of the mobile communication device.
4. 4 . The method of claim 3 wherein the performing analytics includes associating the frequency or the number of impressions of the advertisement in association with advertising on the advertisement.
5. 5 . The method of claim 1 further comprising performing analytics including associating the identifier of the mobile communication device with advertising on the advertisement.
6. 6 . The method of claim 1 further comprising performing analytics including performing time analytics on the identifier, the advertisement, and the location information.
7. 7 . The method of claim 1 further comprising performing analytics including determining return on investment of, or profit from, the advertisement.
8. 8 . The method of claim 1 further comprising performing analytics including determining effect of the frequency or the number of impressions on conversion to a paying customer.
9. 9 . The method of claim 1 further comprising performing analytics including generating a heat map based on impressions of the advertisement of scanned mobile communication devices from the radio scanner.
10. 10 . The method of claim 1 further comprising performing analytics including analyzing location, time, and frequency of impressions of the advertisement of scanned mobile communication devices from the radio scanner.
11. 11 . The method of claim 1 further comprising performing analytics including determining a total number of the impressions which includes both i) the identifier of the mobile communication device, and ii) the transmitting the advertising message to the mobile communication device through the website.
12. 12 . The method of claim 11 wherein the performing analytics includes determining a click-through rate (CTR) of a number of times the advertisement is clicked compared to the total number of impressions.
13. 13 . A system for an advertisement, comprising: an analytics system configured to: receive: an identifier of a mobile communication device obtained from scanning radio frequencies using a radio scanner, and location information determined from a global positioning module of the advertisement; determine that the advertisement was in proximity to the mobile communication device; and when the advertisement was in the proximity to the mobile communication device, transmit an advertising message to the mobile communication device through a website, wherein the advertising message is based on the location information and the advertisement.
14. 14 . The system of claim 13 wherein the radio scanner includes a wireless local area network adapter operates according to a Wi-Fi standard or a Bluetooth standard, wherein the identifier includes a media access control (MAC) address associated with a wireless networking chipset for the mobile communication device.
15. 15 . The system of claim 13 wherein the analytics system is further configured to perform analytics on the identifier and the location information, including processing the location information with a time that the identifier was collected, and the analytics including a frequency or a number of impressions of the advertisement in association with the identifier of the mobile communication device.
16. 16 . The system of claim 15 wherein the analytics system is further configured to perform analytics including associating the frequency or the number of impressions of the advertisement in association with advertising on the advertisement.
17. 17 . The system of claim 13 wherein the analytics system is further configured to perform analytics including associating the identifier of the mobile communication device with advertising on the advertisement.
18. 18 . The system of claim 13 wherein the analytics system is further configured to perform analytics including performing time analytics on the identifier, the advertisement, and the location information.
19. 19 . The system of claim 13 wherein the analytics system is further configured to perform analytics including determining return on investment of, or profit from, the advertisement.
20. 20 . The system of claim 13 wherein the analytics system is further configured to perform analytics including determining effect of the frequency or the number of impressions on conversion to a paying customer.

Description

CROSS-REFERENCE TO RELATED APPLICATIONS This application is a continuation of U.S. patent application Ser. No. 18/332,051 filed Jun. 9, 2023 and entitled MANAGEMENT OF MOVING OUTDOOR ADVERTISING, which is a continuation of U.S. patent application Ser. No. 17/540,922 filed Dec. 2, 2021 and entitled MANAGEMENT OF MOVING OUTDOOR ADVERTISING and issued as U.S. Pat. No. 11,694,223 on Jul. 4, 2023, which is a continuation of U.S. patent application Ser. No. 16/012,278 filed Jun. 19, 2018 and entitled MANAGEMENT OF MOVING OUTDOOR ADVERTISING and issued as U.S. Pat. No. 11,222,355 on Jan. 11, 2022, which claims the benefit of priority to U.S. Provisional Patent Application No. 62/653,894 filed Apr. 6, 2018 and entitled MANAGEMENT OF MOVING OUTDOOR ADVERTISING, all the contents of which are herein incorporated by reference into the DETAILED DESCRIPTION herein below. 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. 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; and FIG. 5 illustrates example steps in a method of providing analytics according to 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 application may be installed into the same vehicle. When a given passer-by having a mobile device with an active Wi-Fi radio or an active Bluetooth radio, aspects of the present application relate to sensing the active radio and collecting data specific to the mobile device. The collected data may then be used to target advertising, via a Mobile Device Retargeting System, to the given passer-by. Accordingly, conversion metrics may be tracked, where the conversion metrics are specific to the moving advertising. In electronic comme