CLAIM SET ONE

1. A method of calculating an amount to be billed in respect of running an out-of-home advertisement during a period of time, comprising:

a) determining a total number of persons whose eyes faced the advertisement during the period of time by a sub-method including:

i) obtaining via a digital camera an image of a sufficient amount of a person in proximity to the advertisement to determine whether the person's eyes are facing the advertisement;

ii) processing the image by a computer processor to determine whether the person's eyes are facing the advertisement;

iii) if the person's eyes are facing the advertisement, storing in a database data indicating that the person's eyes are facing the advertisement; and

iv) repeating i) through iii) during the period of time.

b) retrieving from the database data representative of the total number of persons whose eyes faced the advertisement during the period; and

c) calculating via the computer processor a total amount to be billed in respect of the advertisement for the period of time as a function of the total number of persons whose eyes faced the advertisement during the period. 2. The method of claim 1, wherein obtaining the image includes obtaining an image of a face of the person.

3. The method of any one of claims 1 to 2, further comprising, prior to obtaining the image via the digital camera, positioning the digital camera with respect to the advertisement so as to be able to obtain the image. 4. The method of claim 3, wherein the camera is positioned so as to be facing in the same general direction as the advertisement.

5. The method of any one of claims 1 to 4, further comprising processing the image by the computer processor to determine an age group of the person.

6. The method of any one of claims 1 to 5, further comprising processing the image by the computer processor to determine a sex of the person.

7. The method of any one of claims 1 to 6, wherein processing the image includes processing the image via facial recognition software.

8. The method of any one of claims 1 to 7, wherein processing the image is processing the image via facial recognition software.

9. The method of any one of claims 1 to 8, further comprising storing in the database data indicating a time of day that the image was obtained. 10. The method of any one of claims to 1 to 9, further comprising storing in the database data indicating a date that the image was obtained.

11. The method of any one of claims 1 to 10, further comprising storing in the database data indicating a location where the image was obtained.

12. The method of claim 11, wherein the data indicating the location where the image is obtained is obtained via a positioning system.

13. The method of any one of claims 1 to 12, further comprising storing in the database data indicating a duration of time that the person's eyes are facing the advertisement.

14. The method of any one of claims 1 to 13, further comprising storing in the database data indicating a duration of time that the person's face is facing the advertisement. 15. The method of any one of claims 1 to 14, further comprising, if the person's eyes are not facing the advertisement, storing in the database data indicating that the person's eyes are not facing the advertisement.

16. The method of any one of claims 1 to 15, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes multiplying the total number of persons whose eyes faced the advertisement during the period of time by an amount per person.

17. The method of any one of claims 1 to 16, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes, at least for each age group for which a total number of persons of that age group whose eyes faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that age group whose eyes faced the advertisement during the period of time by an amount per person in respect of that age group, resulting in an amount for that age group; and summing the resulting amounts for each age group together.

18. The method of claim 17, wherein the amount per person in respect of at least two age groups differs.

19. The method of claim 18, wherein the amount per person in respect of at least one age group is effectively zero.

20. The method of any one of claims 1 to 19, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes, at least for each sex for which the total number of persons of that sex whose eyes faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that sex whose eyes faced the advertisement during the period of time by an amount per person in respect of that sex, resulting in an amount for that sex; and summing the resulting amounts for each sex together.

21. The method of claim 20, wherein the amount per person in respect of each sex differs. 22. The method of claim 21, wherein the amount per person in respect of one sex is effectively zero.

23. The method of any one of claims 1 to 22, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes, at least for a plurality of groups of times of the day for which a total number of persons whose eyes faced the advertisement during each one of the plurality of groups of times of the day is greater than zero, multiplying the total number of persons whose eyes faced the advertisement during a particular one of the groups of times of the day, by an amount per person in respect of that particular one of the groups of times of the day, resulting in an amount for each one of the plurality of groups of times of the day; and summing the resulting amounts for each one of the plurality of groups of times of the day together. 24. The method of claim 23, wherein the amount per person in respect of at least two of the groups of times of the day differs.

25. The method of claim 24, wherein the amount per person in respect of at least one of the groups of times of the day is effectively zero.

26. The method of any one of claims 1 to 25, wherein calculating a total amount to be billed in respect of the advertisement for the period of time includes, for at least a plurality of groups of dates for which a total number of persons whose eyes faced the advertisement during each one of the plurality of the groups of dates is greater than zero, multiplying the total number of persons whose eyes faced the advertisement during a particular one of the groups of dates, by an amount per person in respect of that particular one of the groups of dates, resulting in an amount for each one of the plurality of the groups of dates; and summing the resulting amounts for each one of the plurality of the groups of dates together.

27. The method of claim 26, wherein the amount per person in respect of at least two of the groups of dates differs.

28. The method of claim 27, wherein the amount per person in respect of at least one of the groups dates is effectively zero. 29. The method of any one of claims 1 to 28, wherein calculating a total amount to be billed in respect of the advertisement for the period of time includes, for a plurality of locations for which a total number of persons whose eyes faced the advertisement at each one of the plurality of locations is greater than zero, multiplying the total number of persons whose eyes faced the advertisement at a particular location of the plurality of locations, by an amount per person in respect of that particular location, resulting in an amount for each one of the plurality of locations; and summing the amounts for each of the plurality of locations together.

30. The method of claim 29, wherein the amount per person in respect of at least two locations differs.

31. The method of claim 30, wherein the amount per person in respect of at least one location is effectively zero.

32. The method of any one of claims 1 to 31, wherein calculating a total amount to be billed in respect of the advertisement for the period of time includes, for at least a plurality of groups of durations of time that a person's eyes faced the advertisement for which a total number of persons whose eyes faced the advertisement during each one of the plurality of the groups of durations of time is greater than zero, multiplying the total number of persons whose eyes faced the advertisement during a particular one of the groups of durations of time, by an amount per person in respect of that particular one of the groups of durations of time, resulting in an amount for each one of the plurality of groups of durations of time; and summing the resulting amounts for each one of the plurality of the groups of durations of time together. 33. The method of claim 32, wherein the amount per person in respect of at least two groups of durations differs.

34. The method of claim 33, wherein the amount per person in respect of at least one group of durations is effectively zero.

35. The method of any one of claims 1 to 34, wherein the advertisement is presented via a digital medium.

36. The method of claim 35, wherein the advertisement is one of a plurality of advertisements being presented via the digital medium during the period of time.

37. The method of any one of claims 35 to 36, further comprising changing at least one of times of the day, dates, and frequency of presentation of the advertisement during the period of time based on demographics of the persons whose eyes faced the advertisement during at least a portion of the period of time.

38. The method of any one of claims 35 to 37, wherein the period of time is divided into a plurality of sub-periods of time; further comprising at least periodically recalculating a total amount to be billed in respect of the advertisement for one of the sub-periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, reducing a frequency of presentation of the advertisement for a remainder of that one of the sub-periods of time.

39. The method of any one of claims 35 to 38, wherein the period of time is divided into a plurality of sub-periods of time; further comprising at least periodically recalculating a total amount to be billed in respect of the advertisement for one of the sub-periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, stopping presentation of the advertisement for a remainder of that one of the sub-periods of time.

40. The method of claim 39, further comprising restarting presentation of the advertisement in a subsequent one of the sub-periods of time.

41. The method of any one of claims 38 to 40 wherein the sub-periods of times are days.

42. The method of any one of claims 35 to 41, further comprising at least periodically recalculating the total amount to be billed in respect of the advertisement to date, and when the total amount to be billed in respect of the advertisement to date reaches a budgeted amount for that advertisement, stopping presentation of the advertisement.

43. The method of any one of claims 35 to 42, wherein the digital medium is one of a plurality of associated digital media; further comprising changing ones of the associated digital media on which the advertisement is presented during the period of time based on demographics of the persons whose eyes faced the advertisement during at least a portion of the period of time. 44. The methods of any one of claims 35 to 43, wherein the digital medium is one of a plurality of associated digital media; further comprising changing at least one of times of the day, dates, and frequency of presentation of the advertisement on at least two of the associated digital media based on demographics of the persons whose eyes faced the advertisement during at least a portion of the period of time.

CLAIM SET TWO

45. A method of calculating an amount to be billed in respect of running an out-of-home advertisement during a period of time, comprising:

a) retrieving from a database data representative of a total number of persons whose eyes faced the advertisement during the period, the data having resulting from computer processing by a first computer processor of images of persons in proximity to the advertisement during the period to determine whether the eyes of the persons were facing the advertisement; and

b) calculating, via a second computer processor, a total amount to be billed in respect of the advertisement for the period of time as a function of the total number of persons whose eyes faced the advertisement during the period.

46. The method of claim 45, wherein a) includes retrieving the data over a network.

47. The method of claim 45, further comprising, prior to a),

i) receiving via a network data indicating that the eyes of a person in proximity to the advertisement during the period are facing the advertisement, the data having resulting from computer processing by a computer processor of an image of the person to determine whether the eyes of the person are facing the advertisement;

ii) if the person's eyes are facing the advertisement, storing data indicating that the person's eyes are facing the advertisement in the database;

iii) repeating i) through ii) during the period of time.

48. The method of claim 45, further comprising, prior to a),

i) receiving via a network the data representative of the total number of persons whose eyes faced the advertisement during the period, the data having resulting from computer processing by a computer processor of images of persons in proximity to the advertisement during the period to determine whether the eyes of the persons are facing the advertisement.

49. The method of 45, further comprising, prior to a),

i) receiving from a digital camera, via the network, a digital image of a sufficient amount of a person in proximity to the advertisement to determine whether the person's eyes are facing the advertisement;

ii) processing the image by a computer processor to determine whether eyes of the person are facing the advertisement; iii) if the person's eyes are facing the advertisement, storing in the database data indicating that the person's eyes are facing the advertisement;

iv) repeating i) through iii) during the period of time.

50. The method of any one of claims 45 to 49, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes multiplying the total number of persons whose eyes faced the advertisement during the period of time by an amount per person.

51. The method of any one of claims 45 to 50, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes, at least for each age group for which the total number of persons of that age group whose eyes faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that age group whose eyes faced the advertisement during the period of time by an amount per person in respect of that age group, resulting in an amount for that age group; and summing the resulting amounts for each age group together.

52. The method of claim 51, wherein the amount per person in respect of at least two age groups differs.

53. The method of claim 52, wherein the amount per person in respect of at least one age group is effectively zero.

54. The method of any one of claims 45 to 53, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes, at least for each sex for which the total number of persons of that sex whose eyes faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that sex whose eyes faced the advertisement during the period of time by an amount per person in respect of that sex, resulting in an amount for that sex; and summing the resulting amounts for each sex together.

55. The method of claim 54, wherein the amount per person in respect of each sex differs. 56. The method of claim 55, wherein the amount per person in respect of one sex is effectively zero.

57. The method of any one of claims 45 to 56, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes, at least for a plurality of groups of times of the day for which the total number of persons whose eyes faced the advertisement during each one of the plurality of groups of times of the day is greater than zero, multiplying the total number of persons whose eyes faced the advertisement during a particular one of the groups of times of the day, by an amount per person in respect of that particular one of the groups of times of the day, resulting in an amount for each one of the plurality of groups of times of the day; and summing the resulting amounts for each one of the plurality of groups of times of the day together.

58. The method of claim 57, wherein the amount per person in respect of at least two of the groups of times of the day differs. 59. The method of claim 58, wherein the amount per person in respect of at least one of the groups of times of the day is effectively zero.

60. The method of any one of claims 45 to 59, wherein calculating a total amount to be billed in respect of the advertisement for the period of time includes, for at least a plurality of groups of dates for which the total number of persons whose eyes faced the advertisement during each one of the plurality of the groups of dates is greater than zero, multiplying the total number of persons whose eyes faced the advertisement during a particular one of the groups of dates, by an amount per person in respect of that particular one of the groups of dates, resulting in an amount for each one of the plurality of the groups of dates; and summing the resulting amounts for each one of the plurality of the groups of dates together. 61. The method of claim 60, wherein the amount per person in respect of at least two of the groups of dates differs.

62. The method of claim 61, wherein the amount per person in respect of at least one of the groups dates is effectively zero.

63. The method of any one of claims 45 to 62, wherein calculating a total amount to be billed in respect of the advertisement for the period of time includes, for a plurality of locations for which the total number of persons whose eyes faced the advertisement at each one of the plurality of locations is greater than zero, multiplying the total number of persons whose eyes faced the advertisement at a particular location of the plurality of locations, by an amount per person in respect of that particular location, resulting in an amount for each one of the plurality of locations; and summing the amounts for each of the plurality of locations together.

64. The method of claim 63, wherein the amount per person in respect of at least two locations differs.

65. The method of claim 64, wherein the amount per person in respect of at least one location is effectively zero. 66. The method of any one of claims 45 to 65, wherein calculating a total amount to be billed in respect of the advertisement for the period of time includes, for at least a plurality of groups of durations of time that a person's eyes faced the advertisement for which a total number of persons whose eyes faced the advertisement during each one of the plurality of the groups of durations of time is greater than zero, multiplying the total number of persons whose eyes faced the advertisement during a particular one of the groups of durations of time, by an amount per person in respect of that particular one of the groups of durations of time, resulting in an amount for each one of the plurality of groups of durations of time; and summing the resulting amounts for each one of the plurality of the groups of durations of time together.

67. The method of claim 66, wherein the amount per person in respect of at least two groups of durations differs. 68. The method of claim 67, wherein the amount per person in respect of at least one group of durations is effectively zero.

69. The method of any one of claims 45 to 68, wherein the advertisement is presented via a digital medium.

70. The method of claim 69, wherein the advertisement is one of a plurality of advertisements being presented via the digital medium during the period of time.

71. The method of any one of claims 69 to 70, further comprising, based on demographics of the persons whose eyes faced the advertisement during at least a portion of the period of time, sending computer-executable instructions over a network to cause a change in at least one of times of the day, dates, and frequency of presentation of the advertisement during the period of time. 72. The method of any one of claims 69 to 71, wherein the period of time is divided into a plurality of sub-periods of time; further comprising at least periodically recalculating a total amount to be billed in respect of the advertisement for one of the sub-periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, sending computer-executable instructions over a network to cause a reduction of a frequency of presentation of the advertisement for a remainder of that one of the sub-periods of time.

73. The method of any one of claims 69 to 72, wherein the period of time is divided into a plurality of sub-periods of time; further comprising at least periodically recalculating a total amount to be billed in respect of the advertisement for one of the sub-periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, sending computer-executable instructions over a network to cause the presentation of the advertisement for a remainder of that one of the sub-periods of time to be stopped.

74. The method of claim 73, further comprising sending computer-executable instructions over a network to cause the presentation of the advertisement to be restarted in a subsequent one of the sub- periods of time.

75. The method of any one of claims 72 to 74 wherein the sub-periods of times are days.

76. The method of any one of claims 69 to 75, further comprising at least periodically recalculating the total amount to be billed in respect of the advertisement to date, and when the total amount to be billed in respect of the advertisement to date reaches a budgeted amount for that advertisement, sending computer-executable instructions over a network to cause the presentation of the advertisement to be stopped.

77. The method of any one of claims 69 to 76, wherein the digital medium is one of a plurality of associated digital media; further comprising, based on demographics of the persons whose eyes faced the advertisement during at least a portion of the period of time, sending computer-executable instructions over a network to cause a change in ones of the associated digital media on which the advertisement is presented during the period of time.

78. The methods of any one of claims 69 to 77, wherein the digital medium is one of a plurality of associated digital media; further comprising, based on demographics of the persons whose eyes faced the advertisement during at least a portion of the period of time, sending computer-executable instructions over a network to cause a change in at least one of times of the day, dates, and frequency of presentation of the advertisement on at least two of the associated digital media.

CLAIM SET THREE

79. A method of calculating an amount to be billed in respect of running an out-of-home advertisement during a period of time, comprising:

a) determining a total number of persons whose faces faced an out-of-home advertisement during a period of time by a method including:

i) obtaining via a digital camera an image of a sufficient amount of a person in proximity to the advertisement to determine whether the person's face is facing the advertisement;

ii) processing the image by a computer processor to determine whether face of the person is facing the advertisement;

iii) if the person's face is facing the advertisement, storing in a database data indicating that the person's face faced the advertisement; and iv) repeating i) through iii) during the period of time.

b) retrieving from the database data representative of the total number of persons whose faces faced the advertisement during the period; and

c) calculating a total amount to be billed in respect of the advertisement for the period of time as a function of the total number of persons whose faces faced the advertisement during the period.

80. The method of claim 79, wherein obtaining the image includes obtaining an image of the face of the person. 81. The method of any one of claims 79 to 80, further comprising, prior to obtaining the image via the digital camera, positioning the digital camera with respect to the advertisement so as to be able to obtain the image.

82. The method of claim 81, wherein the camera is positioned so as to be facing in the same general direction as the advertisement. 83. The method of any one of claims 79 to 82, further comprising processing the image by the computer processor to determine an age group of the person.

84. The method of any one of claims 79 to 83, further comprising processing the image by the computer processor to determine a sex of the person.

85. The method of any one of claims 79 to 84, wherein processing the image includes processing the image via facial recognition software.

86. The method of any one of claims 79 to 85, wherein processing the image is processing the image via facial recognition software.

87. The method of any one of claims 79 to 86, further comprising storing in the database data indicating a time of day that the image was obtained. 88. The method of any one of claims to 79 to 87, further comprising storing in the database data indicating a date that the image was obtained.

89. The method of any one of claims 79 to 88, further comprising storing in the database data indicating a location where the image was obtained.

90. The method of claim 89, wherein the data indicating the location where the image is obtained is obtained via a positioning system.

91. The method of any one of claims 79 to 90, further comprising storing in the database data indicating a duration of time that the person's face is facing the advertisement.

92. The method of any one of claims 79 to 91, further comprising storing in the database data indicating a duration of time that the person's face is facing the advertisement. 93. The method of any one of claims 79 to 92, further comprising, if the person's face is not facing the advertisement, storing in the database data indicating that the person's face is not facing the advertisement.

94. The method of any one of claims 79 to 93, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes multiplying the total number of persons whose faces faced the advertisement during the period of time by an amount per person.

95. The method of any one of claims 79 to 94, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes, at least for each age group for which a total number of persons of that age group whose faces faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that age group whose faces faced the advertisement during the period of time by an amount per person in respect of that age group, resulting in an amount for that age group; and summing the resulting amounts for each age group together.

96. The method of claim 95, wherein the amount per person in respect of at least two age groups differs. 97. The method of claim 96, wherein the amount per person in respect of at least one age group is effectively zero.

98. The method of any one of claims 79 to 97, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes, at least for each sex for which the total number of persons of that sex whose faces faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that sex whose faces faced the advertisement during the period of time by an amount per person in respect of that sex, resulting in an amount for that sex; and summing the resulting amounts for each sex together.

99. The method of claim 98, wherein the amount per person in respect of each sex differs.

100. The method of claim 99, wherein the amount per person in respect of one sex is effectively zero.

101. The method of any one of claims 79 to 100, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes, at least for a plurality of groups of times of the day for which a total number of persons whose faces faced the advertisement during each one of the plurality of groups of times of the day is greater than zero, multiplying the total number of persons whose faces faced the advertisement during a particular one of the groups of times of the day, by an amount per person in respect of that particular one of the groups of times of the day, resulting in an amount for each one of the plurality of groups of times of the day; and summing the resulting amounts for each one of the plurality of groups of times of the day together.

102. The method of claim 101, wherein the amount per person in respect of at least two of the groups of times of the day differs.

103. The method of claim 102, wherein the amount per person in respect of at least one of the groups of times of the day is effectively zero.

104. The method of any one of claims 79 to 103, wherein calculating a total amount to be billed in respect of the advertisement for the period of time includes, for at least a plurality of groups of dates for which a total number of persons whose faces faced the advertisement during each one of the plurality of the groups of dates is greater than zero, multiplying the total number of persons whose faces faced the advertisement during a particular one of the groups of dates, by an amount per person in respect of that particular one of the groups of dates, resulting in an amount for each one of the plurality of the groups of dates; and summing the resulting amounts for each one of the plurality of the groups of dates together.

105. The method of claim 104, wherein the amount per person in respect of at least two of the groups of dates differs.

106. The method of claim 105, wherein the amount per person in respect of at least one of the groups dates is effectively zero. 107. The method of any one of claims 79 to 106, wherein calculating a total amount to be billed in respect of the advertisement for the period of time includes, for a plurality of locations for which a total number of persons whose faces faced the advertisement at each one of the plurality of locations is greater than zero, multiplying the total number of persons whose faces faced the advertisement at a particular location of the plurality of locations, by an amount per person in respect of that particular location, resulting in an amount for each one of the plurality of locations; and summing the amounts for each of the plurality of locations together.

108. The method of claim 107, wherein the amount per person in respect of at least two locations differs.

109. The method of claim 108, wherein the amount per person in respect of at least one location is effectively zero. 110. The method of any one of claims 79 to 109, wherein calculating a total amount to be billed in respect of the advertisement for the period of time includes, for at least a plurality of groups of durations of time that a person's face faced the advertisement for which a total number of persons whose face faced the advertisement during each one of the plurality of the groups of durations of time is greater than zero, multiplying the total number of persons whose face faced the advertisement during a particular one of the groups of durations of time, by an amount per person in respect of that particular one of the groups of durations of time, resulting in an amount for each one of the plurality of groups of durations of time; and summing the resulting amounts for each one of the plurality of the groups of durations of time together.

111. The method of claim 110, wherein the amount per person in respect of at least two groups of durations differs.

112. The method of claim 111, wherein the amount per person in respect of at least one group of durations is effectively zero.

113. The method of any one of claims 79 to 112, wherein the advertisement is presented via a digital medium.

114. The method of claim 113, wherein the advertisement is one of a plurality of advertisements being presented via the digital medium during the period of time.

115. The method of any one of claims 113 to 114, further comprising changing at least one of times of the day, dates, and frequency of presentation of the advertisement during the period of time based on demographics of the persons whose faces faced the advertisement during at least a portion of the period of time.

116. The method of any one of claims 113 to 115, wherein the period of time is divided into a plurality of sub-periods of time; further comprising at least periodically recalculating a total amount to be billed in respect of the advertisement for one of the sub-periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, reducing a frequency of presentation of the advertisement for a remainder of that one of the sub-periods of time.

117. The method of any one of claims 113 to 116, wherein the period of time is divided into a plurality of sub-periods of time; further comprising at least periodically recalculating a total amount to be billed in respect of the advertisement for one of the sub-periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, stopping presentation of the advertisement for a remainder of that one of the sub-periods of time.

118. The method of claim 117, further comprising restarting presentation of the advertisement in a subsequent one of the sub-periods of time.

119. The method of any one of claims 116 to 118 wherein the sub-periods of times are days.

120. The method of any one of claims 113 to 119, further comprising at least periodically recalculating the total amount to be billed in respect of the advertisement to date, and when the total amount to be billed in respect of the advertisement to date reaches a budgeted amount for that advertisement, stopping presentation of the advertisement.

121. The method of any one of claims 113 to 120, wherein the digital medium is one of a plurality of associated digital media; further comprising changing ones of the associated digital media on which the advertisement is presented during the period of time based on demographics of the persons whose faces faced the advertisement during at least a portion of the period of time. 122. The methods of any one of claims 113 to 121, wherein the digital medium is one of a plurality of associated digital media; further comprising changing at least one of times of the day, dates, and frequency of presentation of the advertisement on at least two of the associated digital media based on demographics of the persons whose faces faced the advertisement during at least a portion of the period of time. CLAIM SET FOUR

123. A method of calculating an amount to be billed in respect of running an out-of-home advertisement during a period of time, comprising:

a) retrieving from a database data representative of a total number of persons whose faces faced the advertisement during the period, the data having resulting from computer processing by a first computer processor of images of persons in proximity to the advertisement during the period to determine whether the faces of the persons were facing the advertisement; and b) calculating, via the computer processor, a total amount to be billed in respect of the advertisement for the period of time as a function of the total number of persons whose faces faced the advertisement during the period.

124. The method of claim 123, wherein a) includes retrieving the data over a network. 125. The method of claim 123, further comprising, prior to a),

i) receiving via a network data indicating that the face of a person in proximity to the advertisement during the period is facing the advertisement, the data having resulting from computer processing by a second computer processor of an image of the person to determine whether the face of the person is facing the advertisement;

ii) if the person's face is facing the advertisement, storing data indicating that the person's face is facing the advertisement in the database;

iii) repeating i) through ii) during the period of time.

126. The method of claim 123, further comprising, prior to a),

i) receiving via a network the data representative of the total number of persons whose faces faced the advertisement during the period, the data having resulting from computer processing by a second computer processor of images of persons in proximity to the advertisement during the period to determine whether the faces of the persons are facing the advertisement.

127. The method of 123, further comprising, prior to a),

i) receiving, from a digital camera, via a network an image of a sufficient amount of a person in proximity to the advertisement to determine whether the person's face is facing the advertisement;

ii) processing the image by the first computer processor to determine whether face of the person is facing the advertisement;

iii) if the person's face is facing the advertisement, storing in the database data indicating that the person's face faced the advertisement;

iv) repeating i) through iii) during the period of time.

128. The method of any one of claims 123 to 127, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes multiplying the total number of persons whose faces faced the advertisement during the period of time by an amount per person. 129. The method of any one of claims 123 to 128, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes, at least for each age group for which the total number of persons of that age group whose faces faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that age group whose faces faced the advertisement during the period of time by an amount per person in respect of that age group, resulting in an amount for that age group; and summing the resulting amounts for each age group together.

130. The method of claim 129, wherein the amount per person in respect of at least two age groups differs.

131. The method of claim 130, wherein the amount per person in respect of at least one age group is effectively zero.

132. The method of any one of claims 123 to 131, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes, at least for each sex for which the total number of persons of that sex whose faces faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that sex whose faces faced the advertisement during the period of time by an amount per person in respect of that sex, resulting in an amount for that sex; and summing the resulting amounts for each sex together.

133. The method of claim 132, wherein the amount per person in respect of each sex differs. 134. The method of claim 133, wherein the amount per person in respect of one sex is effectively zero.

135. The method of any one of claims 123 to 134, wherein calculating the total amount to be billed in respect of the advertisement for the period of time includes, at least for a plurality of groups of times of the day for which the total number of persons whose faces faced the advertisement during each one of the plurality of groups of times of the day is greater than zero, multiplying the total number of persons whose faces faced the advertisement during a particular one of the groups of times of the day, by an amount per person in respect of that particular one of the groups of times of the day, resulting in an amount for each one of the plurality of groups of times of the day; and summing the resulting amounts for each one of the plurality of groups of times of the day together. 136. The method of claim 135, wherein the amount per person in respect of at least two of the groups of times of the day differs.

137. The method of claim 136, wherein the amount per person in respect of at least one of the groups of times of the day is effectively zero.

138. The method of any one of claims 123 to 137, wherein calculating a total amount to be billed in respect of the advertisement for the period of time includes, for at least a plurality of groups of dates for which the total number of persons whose faces faced the advertisement during each one of the plurality of the groups of dates is greater than zero, multiplying the total number of persons whose faces faced the advertisement during a particular one of the groups of dates, by an amount per person in respect of that particular one of the groups of dates, resulting in an amount for each one of the plurality of the groups of dates; and summing the resulting amounts for each one of the plurality of the groups of dates together.

139. The method of claim 138, wherein the amount per person in respect of at least two of the groups of dates differs.

140. The method of claim 139, wherein the amount per person in respect of at least one of the groups dates is effectively zero. 141. The method of any one of claims 123 to 140, wherein calculating a total amount to be billed in respect of the advertisement for the period of time includes, for a plurality of locations for which the total number of persons whose faces faced the advertisement at each one of the plurality of locations is greater than zero, multiplying the total number of persons whose faces faced the advertisement at a particular location of the plurality of locations, by an amount per person in respect of that particular location, resulting in an amount for each one of the plurality of locations; and summing the amounts for each of the plurality of locations together.

142. The method of claim 141, wherein the amount per person in respect of at least two locations differs.

143. The method of claim 142, wherein the amount per person in respect of at least one location is effectively zero.

144. The method of any one of claims 123 to 143, wherein calculating a total amount to be billed in respect of the advertisement for the period of time includes, for at least a plurality of groups of durations of time that a person's face faced the advertisement for which a total number of persons whose face faced the advertisement during each one of the plurality of the groups of durations of time is greater than zero, multiplying the total number of persons whose face faced the advertisement during a particular one of the groups of durations of time, by an amount per person in respect of that particular one of the groups of durations of time, resulting in an amount for each one of the plurality of groups of durations of time; and summing the resulting amounts for each one of the plurality of the groups of durations of time together. 145. The method of claim 144, wherein the amount per person in respect of at least two groups of durations differs.

146. The method of claim 145, wherein the amount per person in respect of at least one group of durations is effectively zero.

147. The method of any one of claims 123 to 146, wherein the advertisement is presented via a digital medium. 148. The method of claim 147, wherein the advertisement is one of a plurality of advertisements being presented via the digital medium during the period of time.

149. The method of any one of claims 147 to 148, further comprising, based on demographics of the persons whose faces faced the advertisement during at least a portion of the period of time, sending computer-executable instructions over a network to cause a change in at least one of times of the day, dates, and frequency of presentation of the advertisement during the period of time.

150. The method of any one of claims 147 to 149, wherein the period of time is divided into a plurality of sub-periods of time; further comprising at least periodically recalculating a total amount to be billed in respect of the advertisement for one of the sub-periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, sending computer-executable instructions over a network to cause a reduction of a frequency of presentation of the advertisement for a remainder of that one of the sub-periods of time.

151. The method of any one of claims 147 to 150, wherein the period of time is divided into a plurality of sub-periods of time; further comprising at least periodically recalculating a total amount to be billed in respect of the advertisement for one of the sub-periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, sending computer-executable instructions over a network to cause the presentation of the advertisement for a remainder of that one of the sub-periods of time to be stopped. 152. The method of claim 151, further comprising sending computer-executable instructions over a network to cause the presentation of the advertisement to be restarted in a subsequent one of the sub- periods of time.

153. The method of any one of claims 147 to 152 wherein the sub-periods of times are days.

154. The method of any one of claims 147 to 153, further comprising at least periodically recalculating the total amount to be billed in respect of the advertisement to date, and when the total amount to be billed in respect of the advertisement to date reaches a budgeted amount for that advertisement, sending computer-executable instructions over a network to cause the presentation of the advertisement to be stopped.

155. The method of any one of claims 147 to 154, wherein the digital medium is one of a plurality of associated digital media; further comprising, based on demographics of the persons whose face faced the advertisement during at least a portion of the period of time, sending computer-executable instructions over a network to cause a change in ones of the associated digital media on which the advertisement is presented during the period of time.

156. The methods of any one of claims 147 to 155, wherein the digital medium is one of a plurality of associated digital media; further comprising, based on demographics of the persons whose face faced the advertisement during at least a portion of the period of time, sending computer-executable instructions over a network to cause a change in at least one of times of the day, dates, and frequency of presentation of the advertisement on at least two of the associated digital media.

157. A computer readable storage medium comprising instructions executable by a computer processor to cause the method of any one of claims 1-144 to be carried out. CLAIM SET FIVE

158. A system for calculating an amount to be billed in respect of running an out-of-home advertisement during a period of time, comprising:

a) a digital image obtention component that obtains from a digital camera an image of a sufficient amount of a person in proximity to the advertisement to determine whether the person's eyes are facing the advertisement;

b) a digital image processing component that processes the image to determine whether the person's eyes are facing the advertisement; and

c) a database for storing a data indicating that the person's eyes faced the advertisement, if the person's eyes are facing the advertisement.

d) a retrieval component that retrieves from the database data representative of the total number of persons whose eyes are facing the advertisement during the period; and

e) a calculator component that calculates a total amount to be billed in respect of the advertisement for the period of time as a function of the total number of persons whose eyes faced the advertisement during the period. 159. The system of claim 158, wherein the digital image obtention component obtains from the digital camera an image of a face of the person.

160. The system of any one of claims 158 to 159, further comprising, a digital camera positioned with respect to the advertisement so as to be able to obtain the image.

161. The system of claim 160, wherein the digital camera is positioned so as to be facing in the same general direction as the advertisement. 162. The system of any one of claims 158 to 161, wherein the digital image processing component processes the image to determine an age group of the person.

163. The system of any one of claims 158 to 162, wherein the digital image processing component processes the image to determine a sex of the person.

164. The system of any one of claims 158 to 163, wherein the digital image processing component processing the image includes facial recognition software.

165. The system of any one of claims 158 to 164, wherein the digital image processing component processing the image is facial recognition software.

166. The system of any one of claims 158 to 165, wherein data indicating a time of day that the image was obtained is stored in the database. 167. The system of any one of claims to 158 to 166, wherein data indicating a date that the image was obtained is stored in the database.

168. The system of any one of claims 158 to 167, wherein data indicating a location where the image was obtained is stored in the database.

169. The system of claim 168, wherein the data indicating the location where the image was obtained is obtained via a positioning system.

170. The system of any one of claims 158 to 169, wherein data indicating a duration of time that the person's eyes are facing the advertisement is stored in the database.

171. The system of any one of claims 158 to 170, wherein data indicating a duration of time that the person's face is facing the advertisement is stored in the database. 172. The system of any one of claims 158 to 171, wherein data indicating that the person's eyes are not facing the advertisement is stored in the database, if the person's eyes are not facing the advertisement.

173. The system of any one of claims 158 to 172, wherein the calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by multiplying the total number of persons whose eyes faced the advertisement during the period of time by an amount per person. 174. The system of any one of claims 158 to 173, wherein the calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by, at least for each age group for which a total number of persons of that age group whose eyes faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that age group whose eyes faced the advertisement during the period of time by an amount per person in respect of that age group, resulting in an amount for that age group; and summing the resulting amounts for each age group together.

175. The system of claim 174, wherein the amount per person in respect of at least two age groups differs.

176. The system of claim 175, wherein the amount per person in respect of at least one age group is effectively zero.

177. The system of any one of claims 158 to 176, wherein the calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by, at least for each sex for which the total number of persons of that sex whose eyes faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that sex whose eyes faced the advertisement during the period of time by an amount per person in respect of that sex, resulting in an amount for that sex; and summing the resulting amounts for each sex together.

178. The system of claim 177, wherein the amount per person in respect of each sex differs.

179. The system of claim 178, wherein the amount per person in respect of one sex is effectively zero. 180. The system of any one of claims 158 to 179, wherein the calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by, at least for a plurality of groups of times of the day for which a total number of persons whose eyes faced the advertisement during each one of the plurality of groups of times of the day is greater than zero, multiplying the total number whose eyes faced the advertisement during a particular one of the groups of times of the day, by an amount per person in respect of that particular one of the groups of times of the day, resulting in an amount for each one of the plurality of groups of times of the day; and summing the resulting amounts for each one of the plurality of groups of times of the day together.

181. The system of claim 180, wherein the amount per person in respect of at least two of the groups of times of the day differs.

182. The system of claim 181, wherein the amount per person in respect of at least one of the groups of times of the day is effectively zero. 183. The system of any one of claims 158 to 182, wherein the calculator component calculates a total amount to be billed in respect of the advertisement for the period of time including by, for at least a plurality of groups of dates for which a total number of persons whose eyes faced the advertisement during each one of the plurality of the groups of dates is greater than zero, multiplying the total number of persons whose eyes faced the advertisement during a particular one of the groups of dates, by an amount per person in respect of that particular one of the groups of dates, resulting in an amount for each one of the plurality of the groups of dates; and summing the resulting amounts for each one of the plurality of the groups of dates together.

184. The system of claim 183, wherein the amount per person in respect of at least two of the groups of dates differs. 185. The system of claim 184, wherein the amount per person in respect of at least one of the groups dates is effectively zero.

186. The system of any one of claims 158 to 185, wherein the calculator component calculates a total amount to be billed in respect of the advertisement for the period of time including by, for a plurality of locations for which a total number of persons whose eyes faced the advertisement at each one of the plurality of locations is greater than zero, multiplying the total number of persons whose eyes faced the advertisement at a particular location of the plurality of locations, by an amount per person in respect of that particular location, resulting in an amount for each one of the plurality of locations; and summing the amounts for each of the plurality of locations together.

187. The system of claim 186, wherein the amount per person in respect of at least two locations differs.

188. The system of claim 187, wherein the amount per person in respect of at least one location is effectively zero.

189. The system of any one of claims 158 to 188, wherein the calculator component calculates a total amount to be billed in respect of the advertisement for the period of time including by, for at least a plurality of groups of durations of time that a person's eyes faced the advertisement for which a total number of persons whose eyes faced the advertisement during each one of the plurality of the groups of durations of time is greater than zero, multiplying the total number of persons whose eyes faced the advertisement during a particular one of the groups of durations of time, by an amount per person in respect of that particular one of the groups of durations of time, resulting in an amount for each one of the plurality of groups of durations of time; and summing the resulting amounts for each one of the plurality of the groups of durations of time together. 190. The system of claim 189, wherein the amount per person in respect of at least two groups of durations differs.

191. The method of claim 190, wherein the amount per person in respect of at least one group of durations is effectively zero.

192. The system of any of claims 158 to 191, further comprising a digital medium via which the advertisement is presented.

193. The system of claim 192, wherein the advertisement is one of a plurality of advertisements being presented via the digital medium during the period of time.

194. The system of any one of claims 192 to 193, further comprising an advertising control component that changes at least one of times of the day, dates, and frequency of presentation of the advertisement during the period of time based on demographics of the persons whose eyes faced the advertisement during at least a portion of the period of time.

195. The system of any one of claims 192 to 194, wherein the period of time is divided into a plurality of sub-periods of time; further comprising a financial control component that at least periodically recalculates a total amount to be billed in respect of the advertisement for one of the sub- periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, reduces a frequency of presentation of the advertisement for a remainder of that one of the sub-periods of time.

196. The system of any one of claims 192 to 195, wherein the period of time is divided into a plurality of sub-periods of time; further comprising a financial control component that at least periodically recalculates a total amount to be billed in respect of the advertisement for one of the sub- periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, stops presentation of the advertisement for a remainder of that one of the sub-periods of time.

197. The system of claim 196, wherein the financial control component restarts presentation of the advertisement in a subsequent one of the sub-periods of time.

198. The system of any one of claims 195 to 197 wherein the sub-periods of times are days.

199. The system of any one of claims 192 to 198, further comprising a financial control component that at least periodically recalculates the total amount to be billed in respect of the advertisement to date, and when the total amount to be billed in respect of the advertisement to date reaches a budgeted amount for that advertisement, stops presentation of the advertisement. 200. The system of any one of claims 192 to 199, wherein the digital medium is one of a plurality of associated digital media; further comprising an advertising control component that changes ones of the associated digital media on which the advertisement is presented during the period of time based on demographics of the persons whose eyes faced the advertisement during at least a portion of the period of time. 201. The systems of any one of claims 192 to 200, wherein the digital medium is one of a plurality of associated digital media; further comprising an advertising control component that changes at least one of times of the day, dates, and frequency of presentation of the advertisement on at least two of the associated digital media based on demographics of the persons whose eyes faced the advertisement during at least a portion of the period of time. CLAIM SET SIX

202. A system for calculating an amount to be billed in respect of running an out-of-home advertisement during a period of time, comprising:

a) a retrieval component that retrieves from a database data representative of a total number of persons whose eyes faced the advertisement during the period, the data having resulting from computer processing by a computer processor of images of persons in proximity to the advertisement during the period to determine whether the eyes of the persons were facing the advertisement; and

b) a calculator component that calculates a total amount to be billed in respect of the advertisement for the period of time as a function of the total number of persons whose eyes faced the advertisement during the period.

203. The system of claim 202, wherein the retrieval component retrieves the data over a network.

204. The system of claim 202, further comprising

c) a receiving component that, prior to the retrieval component retrieving the data representative of a total number of persons whose eyes faced the advertisement during the period, receives via the network data indicating that the eyes of a person in proximity to the advertisement during the period are facing the advertisement, the data having resulting from computer processing by a computer processor of an image of the person to determine whether the eyes of the person are facing the advertisement; and d) the database, if the person's eyes are facing the advertisement, the database storing data indicating that the person's eyes are facing the advertisement in the database.

205. The system of claim 202, further comprising

c) a receiving component that, prior to the retrieval component retrieving the data representative of a total number of persons whose eyes faced the advertisement during the period, receives via the network the data representative of the total number of persons whose eyes faced the advertisement during the period, the data having resulting from computer processing by a computer processor of images of persons in proximity to the advertisement during the period to determine whether the eyes of the persons are facing the advertisement. 206. The system of 202, further comprising,

c) a receiving component that, prior to the retrieval component retrieving the data representative of a total number of persons whose eyes faced the advertisement during the period, receives from a digital camera via the network an image of a sufficient amount of a person in proximity to the advertisement to determine whether the person's eyes are facing the advertisement; d) a digital image processing component that processes the image to determine whether eyes of the person are facing the advertisement; and

e) a database for storing a data indicating that the person's eyes are facing the advertisement, if the person's eyes are facing the advertisement.

207. The system of any one of claims 202 to 206, wherein calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by multiplying the total number of persons whose eyes faced the advertisement during the period of time by an amount per person.

208. The system of any one of claims 202 to 207, wherein the calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by, at least for each age group for which the total number of persons of that age group whose eyes faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that age group whose eyes faced the advertisement during the period of time by an amount per person in respect of that age group, resulting in an amount for that age group; and summing the resulting amounts for each age group together. 209. The system of claim 208, wherein the amount per person in respect of at least two age groups differs.

210. The system of claim 209, wherein the amount per person in respect of at least one age group is effectively zero.

211. The system of any one of claims 202 to 210, wherein the calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by, at least for each sex for which the total number of persons of that sex whose eyes faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that sex whose eyes faced the advertisement during the period of time by an amount per person in respect of that sex, resulting in an amount for that sex; and summing the resulting amounts for each sex together.

212. The system of claim 211, wherein the amount per person in respect of each sex differs.

213. The system of claim 212, wherein the amount per person in respect of one sex is effectively zero. 214. The system of any one of claims 202 to 213, wherein the calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by, at least for a plurality of groups of times of the day for which the total number of persons whose eyes faced the advertisement during each one of the plurality of groups of times of the day is greater than zero, multiplying the total number of persons whose eyes faced the advertisement during a particular one of the groups of times of the day, by an amount per person in respect of that particular one of the groups of times of the day, resulting in an amount for each one of the plurality of groups of times of the day; and summing the resulting amounts for each one of the plurality of groups of times of the day together.

215. The system of claim 214, wherein the amount per person in respect of at least two of the groups of times of the day differs.

216. The system of claim 215, wherein the amount per person in respect of at least one of the groups of times of the day is effectively zero.

217. The system of any one of claims 202 to 216, wherein the calculator component calculates a total amount to be billed in respect of the advertisement for the period of time including by, for at least a plurality of groups of dates for which the total number of persons whose eyes faced the advertisement during each one of the plurality of the groups of dates is greater than zero, multiplying the total number of persons whose eyes faced the advertisement during a particular one of the groups of dates, by an amount per person in respect of that particular one of the groups of dates, resulting in an amount for each one of the plurality of the groups of dates; and summing the resulting amounts for each one of the plurality of the groups of dates together.

218. The system of claim 217, wherein the amount per person in respect of at least two of the groups of dates differs.

219. The system of claim 218, wherein the amount per person in respect of at least one of the groups dates is effectively zero.

220. The system of any one of claims 202 to 219, wherein the calculator component calculates a total amount to be billed in respect of the advertisement for the period of time including by, for a plurality of locations for which the total number of persons whose eyes faced the advertisement at each one of the plurality of locations is greater than zero, multiplying the total number of persons whose eyes faced the advertisement at a particular location of the plurality of locations, by an amount per person in respect of that particular location, resulting in an amount for each one of the plurality of locations; and summing the amounts for each of the plurality of locations together. 221. The system of claim 220, wherein the amount per person in respect of at least two locations differs.

222. The system of claim 221, wherein the amount per person in respect of at least one location is effectively zero.

223. The system of any one of claims 202 to 222, wherein the calculator component calculates a total amount to be billed in respect of the advertisement for the period of time including by, for at least a plurality of groups of durations of time that a person's eyes faced the advertisement for which a total number of persons whose eyes faced the advertisement during each one of the plurality of the groups of durations of time is greater than zero, multiplying the total number of persons whose eyes faced the advertisement during a particular one of the groups of durations of time, by an amount per person in respect of that particular one of the groups of durations of time, resulting in an amount for each one of the plurality of groups of durations of time; and summing the resulting amounts for each one of the plurality of the groups of durations of time together.

224. The system of claim 223, wherein the amount per person in respect of at least two groups of durations differs. 225. The system of claim 224, wherein the amount per person in respect of at least one group of durations is effectively zero.

226. The system of any one of claims 202 to 225, further comprising a digital medium via which the advertisement is presented.

227. The system of claim 226, wherein the advertisement is one of a plurality of advertisements being presented via the digital medium during the period of time.

228. The system of any one of claims 226 to 227, further comprising an advertising control component that changes at least one of times of the day, dates, and frequency of presentation of the advertisement during the period of time based on demographics of the persons whose eyes faced the advertisement during at least a portion of the period of time. 229. The system of any one of claims 226 to 228, wherein the period of time is divided into a plurality of sub-periods of time; further comprising a financial control component that at least periodically recalculates a total amount to be billed in respect of the advertisement for one of the sub- periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, reduces a frequency of presentation of the advertisement for a remainder of that one of the sub-periods of time.

230. The system of any one of claims 226 to 229, wherein the period of time is divided into a plurality of sub-periods of time; further comprising a financial control component that at least periodically recalculates a total amount to be billed in respect of the advertisement for one of the sub- periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, stops presentation of the advertisement for a remainder of that one of the sub-periods of time.

231. The system of claim 230, wherein the financial control component restarts presentation of the advertisement in a subsequent one of the sub-periods of time.

232. The system of any one of claims 229 to 231 wherein the sub-periods of times are days. 233. The system of any one of claims 226 to 232, further comprising a financial control component that at least periodically recalculates the total amount to be billed in respect of the advertisement to date, and when the total amount to be billed in respect of the advertisement to date reaches a budgeted amount for that advertisement, stops presentation of the advertisement.

234. The system of any one of claims 226 to 233, wherein the digital medium is one of a plurality of associated digital media; further comprising an advertising control component that changes ones of the associated digital media on which the advertisement is presented during the period of time based on demographics of the persons whose eyes faced the advertisement during at least a portion of the period of time.

235. The systems of any one of claims 226 to 234, wherein the digital medium is one of a plurality of associated digital media; further comprising an advertising control component that changes at least one of times of the day, dates, and frequency of presentation of the advertisement on at least two of the associated digital media based on demographics of the persons whose eyes faced the advertisement during at least a portion of the period of time.

CLAIM SET SEVEN

236. A system for calculating an amount to be billed in respect of running an out-of-home advertisement during a period of time, comprising:

a) a digital image obtention component that obtains from a digital camera an image of a sufficient amount of a person in proximity to the advertisement to determine whether the person's face is facing the advertisement;

b) a digital image processing component that processes the image to determine whether the person's face is facing the advertisement; and

c) a database for storing a data indicating that the person's face are facing the advertisement, if the person's face is facing the advertisement.

d) a retrieval component that retrieves from the database data representative of the total number of persons whose faces faced the advertisement during the period; and

e) a calculator component that calculates a total amount to be billed in respect of the advertisement for the period of time as a function of the total number of persons whose faces faced the advertisement during the period.

237. The system of claim 236, wherein the digital image obtention component obtains from the digital camera an image of a face of the person. 238. The system of any one of claims 236 to 237, further comprising, a digital camera positioned with respect to the advertisement so as to be able to obtain the image.

239. The system of claim 238, wherein the digital camera is positioned so as to be facing in the same general direction as the advertisement.

240. The system of any one of claims 236 to 239, wherein the digital image processing component processes the image to determine an age group of the person.

241. The system of any one of claims 236 to 240, wherein the digital image processing component processes the image to determine a sex of the person.

242. The system of any one of claims 236 to 241, wherein the digital image processing component processing the image includes facial recognition software. 243. The system of any one of claims 236 to 242, wherein the digital image processing component processing the image is facial recognition software.

244. The system of any one of claims 236 to 243, wherein data indicating a time of day that the image was obtained is stored in the database.

245. The system of any one of claims to 236 to 244, wherein data indicating a date that the image was obtained is stored in the database. 246. The system of any one of claims 236 to 245, wherein data indicating a location where the image was obtained is stored in the database.

247. The system of claim 246, wherein the data indicating the location where the image is obtained is obtained via a positioning system.

248. The system of any one of claims 236 to 247, wherein data indicating a duration of time that the person's face is facing the advertisement is stored in the database.

249. The system of any one of claims 236 to 248, wherein data indicating a duration of time that the person's face is facing the advertisement is stored in the database.

250. The system of any one of claims 236 to 249, wherein data indicating that the person's face is not facing the advertisement is stored in the database, if the person's face is not facing the advertisement.

251. The system of any one of claims 236 to 250, wherein the calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by multiplying the total number of persons whose faces faced the advertisement during the period of time by an amount per person. 252. The system of any one of claims 236 to 251, wherein the calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by, at least for each age group for which a total number of persons of that age group whose faces faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that age group whose faces faced the advertisement during the period of time by an amount per person in respect of that age group, resulting in an amount for that age group; and summing the resulting amounts for each age group together.

253. The system of claim 252, wherein the amount per person in respect of at least two age groups differs.

254. The system of claim 253, wherein the amount per person in respect of at least one age group is effectively zero.

255. The system of any one of claims 236 to 254, wherein the calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by, at least for each sex for which the total number of persons of that sex whose faces faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that sex whose faces faced the advertisement during the period of time by an amount per person in respect of that sex, resulting in an amount for that sex; and summing the resulting amounts for each sex together.

256. The system of claim 255, wherein the amount per person in respect of each sex differs.

257. The system of claim 256, wherein the amount per person in respect of one sex is effectively zero. 258. The system of any one of claims 236 to 257, wherein the calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by, at least for a plurality of groups of times of the day for which a total number of persons whose faces faced the advertisement during each one of the plurality of groups of times of the day is greater than zero, multiplying the total number of persons whose faces faced the advertisement during a particular one of the groups of times of the day, by an amount per person in respect of that particular one of the groups of times of the day, resulting in an amount for each one of the plurality of groups of times of the day; and summing the resulting amounts for each one of the plurality of groups of times of the day together.

259. The system of claim 258, wherein the amount per person in respect of at least two of the groups of times of the day differs.

260. The system of claim 259, wherein the amount per person in respect of at least one of the groups of times of the day is effectively zero.

261. The system of any one of claims 236 to 260, wherein the calculator component calculates a total amount to be billed in respect of the advertisement for the period of time including by, for at least a plurality of groups of dates for which a total number of persons whose faces faced the advertisement during each one of the plurality of the groups of dates is greater than zero, multiplying the total number of persons whose faces faced the advertisement during a particular one of the groups of dates, by an amount per person in respect of that particular one of the groups of dates, resulting in an amount for each one of the plurality of the groups of dates; and summing the resulting amounts for each one of the plurality of the groups of dates together.

262. The system of claim 261, wherein the amount per person in respect of at least two of the groups of dates differs.

263. The system of claim 262, wherein the amount per person in respect of at least one of the groups dates is effectively zero.

264. The system of any one of claims 236 to 263, wherein the calculator component calculates a total amount to be billed in respect of the advertisement for the period of time including by, for a plurality of locations for which a total number of persons whose faces faced the advertisement at each one of the plurality of locations is greater than zero, multiplying the total number of persons whose faces faced the advertisement at a particular location of the plurality of locations, by an amount per person in respect of that particular location, resulting in an amount for each one of the plurality of locations; and summing the amounts for each of the plurality of locations together. 265. The system of claim 264, wherein the amount per person in respect of at least two locations differs.

266. The system of claim 265, wherein the amount per person in respect of at least one location is effectively zero.

267. The system of any one of claims 236 to 266, wherein the calculator component calculates a total amount to be billed in respect of the advertisement for the period of time including by, for at least a plurality of groups of durations of time that a person's face faced the advertisement for which a total number of persons whose faces faced the advertisement during each one of the plurality of the groups of durations of time is greater than zero, multiplying the total number of persons whose faces faced the advertisement during a particular one of the groups of durations of time, by an amount per person in respect of that particular one of the groups of durations of time, resulting in an amount for each one of the plurality of groups of durations of time; and summing the resulting amounts for each one of the plurality of the groups of durations of time together.

268. The system of claim 267, wherein the amount per person in respect of at least two groups of durations differs. 269. The system of claim 268, wherein the amount per person in respect of at least one group of durations is effectively zero.

270. The system of any one of claims 236 to 269, further comprising a digital medium via which the advertisement is presented.

271. The system of claim 270, wherein the advertisement is one of a plurality of advertisements being presented via the digital medium during the period of time.

272. The system of any one of claims 270 to 271, further comprising an advertising control component that changes at least one of times of the day, dates, and frequency of presentation of the advertisement during the period of time based on demographics of the persons whose face faced the advertisement during at least a portion of the period of time. 273. The system of any one of claims 270 to 272, wherein the period of time is divided into a plurality of sub-periods of time; further comprising a financial control component that at least periodically recalculates a total amount to be billed in respect of the advertisement for one of the sub- periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, reduces a frequency of presentation of the advertisement for a remainder of that one of the sub-periods of time.

274. The system of any one of claims 270 to 273, wherein the period of time is divided into a plurality of sub-periods of time; further comprising a financial control component that at least periodically recalculates a total amount to be billed in respect of the advertisement for one of the sub- periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, stops presentation of the advertisement for a remainder of that one of the sub-periods of time.

275. The system of claim 274, wherein the financial control component restarts presentation of the advertisement in a subsequent one of the sub-periods of time.

276. The system of any one of claims 273 to 275 wherein the sub-periods of times are days. 277. The system of any one of claims 270 to 276, further comprising a financial control component that at least periodically recalculates the total amount to be billed in respect of the advertisement to date, and when the total amount to be billed in respect of the advertisement to date reaches a budgeted amount for that advertisement, stops presentation of the advertisement.

278. The system of any one of claims 270 to 277, wherein the digital medium is one of a plurality of associated digital media; further comprising an advertising control component that changes ones of the associated digital media on which the advertisement is presented during the period of time based on demographics of the persons whose faces faced the advertisement during at least a portion of the period of time.

279. The systems of any one of claims 270 to 278, wherein the digital medium is one of a plurality of associated digital media; further comprising an advertising control component that changes at least one of times of the day, dates, and frequency of presentation of the advertisement on at least two of the associated digital media based on demographics of the persons whose faces faced the advertisement during at least a portion of the period of time.

CLAIM SET EIGHT

280. A system for calculating an amount to be billed in respect of running an out-of-home advertisement during a period of time, comprising:

a) a retrieval component that retrieves from a database data representative of a total number of persons whose faces faced the advertisement during the period, the data having resulting from computer processing by a computer processor of images of persons in proximity to the advertisement during the period to determine whether the faces of the persons were facing the advertisement; and

b) a calculator component that calculates a total amount to be billed in respect of the advertisement for the period of time as a function of the total number of persons whose faces faced the advertisement during the period.

281. The system of claim 280, wherein the retrieval component retrieves the data over a network. 282. The system of claim 280, further comprising

c) a receiving component that, prior to the retrieval component retrieving the data representative of a total number of persons whose faces faced the advertisement during the period, receives via the network data indicating that the face of a person in proximity to the advertisement during the period is facing the advertisement, the data having resulting from computer processing by a computer processor of an image of the person to determine whether the face of the person is facing the advertisement; and

d) the database, if the person's face is facing the advertisement, the database storing data indicating that the person's face is facing the advertisement in the database.

283. The system of claim 280, further comprising

c) a receiving component that, prior to the retrieval component retrieving the data representative of a total number of persons whose faces faced the advertisement during the period, receives via the network the data representative of the total number of persons whose faces faced the advertisement during the period, the data having resulting from computer processing by a computer processor of images of persons in proximity to the advertisement during the period to determine whether the faces of the persons is facing the advertisement.

284. The system of 280, further comprising,

c) a receiving component that, prior to the retrieval component retrieving the data representative of a total number of persons whose faces faced the advertisement during the period, receives from a digital camera via the network an image of a sufficient amount of a person in proximity to the advertisement to determine whether the person's face is facing the advertisement; d) a digital image processing component that processes the image to determine whether face of the person is facing the advertisement; and

e) a database for storing a data indicating that the person's face is facing the advertisement, if the person's face is facing the advertisement.

285. The system of any one of claims 280 to 284, wherein calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by multiplying the total number of persons whose faces faced the advertisement during the period of time by an amount per person.

286. The system of any one of claims 280 to 285, wherein the calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by, at least for each age group for which the total number of persons of that age group whose faces faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that age group whose faces faced the advertisement during the period of time by an amount per person in respect of that age group, resulting in an amount for that age group; and summing the resulting amounts for each age group together.

287. The system of claim 286, wherein the amount per person in respect of at least two age groups differs. 288. The system of claim 287, wherein the amount per person in respect of at least one age group is effectively zero.

289. The system of any one of claims 280 to 288, wherein the calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by, at least for each sex for which the total number of persons of that sex whose faces faced the advertisement during the period of time is greater than zero, multiplying the total number of persons of that sex whose faces faced the advertisement during the period of time by an amount per person in respect of that sex, resulting in an amount for that sex; and summing the resulting amounts for each sex together.

290. The system of claim 289, wherein the amount per person in respect of each sex differs.

291. The system of claim 290, wherein the amount per person in respect of one sex is effectively zero.

292. The system of any one of claims 280 to 291, wherein the calculator component calculates the total amount to be billed in respect of the advertisement for the period of time including by, at least for a plurality of groups of times of the day for which the total number of persons whose faces faced the advertisement during each one of the plurality of groups of times of the day is greater than zero, multiplying the total number of persons whose faces faced the advertisement during a particular one of the groups of times of the day, by an amount per person in respect of that particular one of the groups of times of the day, resulting in an amount for each one of the plurality of groups of times of the day; and summing the resulting amounts for each one of the plurality of groups of times of the day together.

293. The system of claim 292, wherein the amount per person in respect of at least two of the groups of times of the day differs. 294. The system of claim 293, wherein the amount per person in respect of at least one of the groups of times of the day is effectively zero.

295. The system of any one of claims 280 to 294, wherein the calculator component calculates a total amount to be billed in respect of the advertisement for the period of time including by, for at least a plurality of groups of dates for which the total number of persons whose faces faced the advertisement during each one of the plurality of the groups of dates is greater than zero, multiplying the total number of persons whose faces faced the advertisement during a particular one of the groups of dates, by an amount per person in respect of that particular one of the groups of dates, resulting in an amount for each one of the plurality of the groups of dates; and summing the resulting amounts for each one of the plurality of the groups of dates together. 296. The system of claim 295, wherein the amount per person in respect of at least two of the groups of dates differs.

297. The system of claim 296, wherein the amount per person in respect of at least one of the groups dates is effectively zero.

298. The system of any one of claims 280 to 297, wherein the calculator component calculates a total amount to be billed in respect of the advertisement for the period of time including by, for a plurality of locations for which the total number of persons whose faces faced the advertisement at each one of the plurality of locations is greater than zero, multiplying the total number of persons whose faces faced the advertisement at a particular location of the plurality of locations, by an amount per person in respect of that particular location, resulting in an amount for each one of the plurality of locations; and summing the amounts for each of the plurality of locations together.

299. The system of claim 298, wherein the amount per person in respect of at least two locations differs.

300. The system of claim 299, wherein the amount per person in respect of at least one location is effectively zero.

301. The system of any one of claims 280 to 300, wherein the calculator component calculates a total amount to be billed in respect of the advertisement for the period of time including by, for at least a plurality of groups of durations of time that a person's face faced the advertisement for which a total number of persons whose faces faced the advertisement during each one of the plurality of the groups of durations of time is greater than zero, multiplying the total number of persons whose faces faced the advertisement during a particular one of the groups of durations of time, by an amount per person in respect of that particular one of the groups of durations of time, resulting in an amount for each one of the plurality of groups of durations of time; and summing the resulting amounts for each one of the plurality of the groups of durations of time together.

302. The system of claim 301, wherein the amount per person in respect of at least two groups of durations differs.

303. The system of claim 302, wherein the amount per person in respect of at least one group of durations is effectively zero.

304. The system of any of claims 280 to 303, further comprising a digital medium via which the advertisement is presented.

305. The system of claim 304, wherein the advertisement is one of a plurality of advertisements being presented via the digital medium during the period of time. 306. The system of any one of claims 304 to 305, further comprising an advertising control component that changes at least one of times of the day, dates, and frequency of presentation of the advertisement during the period of time based on demographics of the persons whose face faced the advertisement during at least a portion of the period of time.

307. The system of any one of claims 304 to 306, wherein the period of time is divided into a plurality of sub-periods of time; further comprising a financial control component that at least periodically recalculates a total amount to be billed in respect of the advertisement for one of the sub- periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, reduces a frequency of presentation of the advertisement for a remainder of that one of the sub-periods of time. 308. The system of any one of claims 304 to 307, wherein the period of time is divided into a plurality of sub-periods of time; further comprising a financial control component that at least periodically recalculates a total amount to be billed in respect of the advertisement for one of the sub- periods of time, and when the total amount to be billed in respect of the advertisement for that one of the sub-periods of time reaches a budgeted amount for that one of the sub-periods of time, stops presentation of the advertisement for a remainder of that one of the sub-periods of time.

309. The system of claim 308, wherein the financial control component restarts presentation of the advertisement in a subsequent one of the sub-periods of time.

310. The system of any one of claims 307 to 309, wherein the sub-periods of times are days.

311. The system of any one of claims 304 to 310, further comprising a financial control component that at least periodically recalculates the total amount to be billed in respect of the advertisement to date, and when the total amount to be billed in respect of the advertisement to date reaches a budgeted amount for that advertisement, stops presentation of the advertisement.

312. The system of any one of claims 304 to 311, wherein the digital medium is one of a plurality of associated digital media; further comprising an advertising control component that changes ones of the associated digital media on which the advertisement is presented during the period of time based on demographics of the persons whose faces faced the advertisement during at least a portion of the period of time.

313. The systems of any one of claims 304 to 312, wherein the digital medium is one of a plurality of associated digital media; further comprising an advertising control component that changes at least one of times of the day, dates, and frequency of presentation of the advertisement on at least two of the associated digital media based on demographics of the persons whose faces faced the advertisement during at least a portion of the period of time.