TECHNICAL FIELD

[0001] The present invention relates to advertising. In particular, although not exclusively, the present invention relates to dynamic, demographic-based billboard advertising.

BACKGROUND ART

[0002] Billboards have long been used for advertising along busy roads and in cities.

Billboards have, however, recently become popular in other areas, such as in shopping centres, train/bus stations, and even on vehicles.

[0003] Digital billboards, which often comprise a light emitting diode (LED) display on which images are displayed, have revolutionised the way content is updated and displayed on billboards. In particular, advertising may be dynamic, and billboards are often configured to switch between various advertising material, potentially from different sources, and at predefined time intervals. As such, multiple advertisers are able to share billboards.

[0004] A problem, however, with such billboards of the prior art is that it is difficult to match billboards and advertisers. As such, advertisers may be advertising on billboards that are not providing the best advertising return, and small advertisers may simply be avoiding billboards all together.

[0005] Furthermore, in other to select billboards, market research (e.g. through a media agency) is generally performed, and billboards are chosen based upon the market research. A problem with such approach is that it is generally very time consuming (and thus expensive) to generate this market research, and is not particularly efficient.

[0006] As such, there is clearly a need for an improved advertising system.

[0007] It will be clearly understood that, if a prior art publication is referred to herein, this reference does not constitute an admission that the publication forms part of the common general knowledge in the art in Australia or in any other country.

SUMMARY OF INVENTION

[0008] The present invention is directed to advertising systems, which may at least partially overcome at least one of the abovementioned disadvantages or provide the consumer with a useful or commercial choice. [0009] With the foregoing in view, the present invention in one form, resides broadly in an advertising system including:

a plurality of advertising media, each associated with a local viewing area; a plurality of sensors, for monitoring the presence of persons in the local viewing areas; and

an advertising media selection tool, to enable an advertiser to select advertising media of the plurality of advertising media based upon data of the plurality of sensors.

[0010] Preferably, the advertising media comprises digital signs. More preferably, the advertising media comprises digital billboards.

[001 1 ] Preferably, the system is configured to associate demographic data with at least a subset of the persons based upon the sensor data. Suitably, the demographic data includes age and gender of the persons.

[0012] Preferably, the sensors are configured to identify each of the subset of the persons, and retrieve the demographic data based upon the identity of the persons.

[0013] The sensors may comprise wireless beacons, configured to connect with user devices of the persons to identify the persons. Suitably, the wireless beacon comprises a Bluetooth beacon.

[0014] Preferably, the advertising media selection tool enables an advertiser to enter desired demographic information, and select advertising media at least in part based upon the desired demographic information.

[0015] Preferably, the advertising media selection tool enables an advertiser to enter advertising budget information, and select advertising media at least in part based upon the advertising budget information. The advertising budget information may comprise a one-off budget amount, or a periodic budget amount.

[0016] Preferably, the advertising media selection tool enables an advertiser to enter desired location information, and select advertising media at least in part based upon the desired location information. The desired location information may identify one or more desired locations.

[0017] Preferably, the advertising media selection tool enables an advertiser to browse advertising media according to a map. Preferably, each of the advertising media is displayed on the map, and is selectable to obtain further information about the advertising media. [0018] Preferably, the system provides path analysis, according to the movement of one or more persons between different sensors. Preferably, one or more paths are generated and displayed graphically. Preferably, the one or more paths are each associated with a mode of transport. Preferably, the paths are displayed with reference to advertising zones, where the advertiser is able to select advertising media according to an advertising zone.

[0019] Preferably, the advertiser is able to book timeslots of the advertising media.

Suitably, different timeslots may be sold to different advertisers.

[0020] Preferably, prior to display of advertising on the advertising media, an image corresponding to the advertising is provided to an administrator for review.

[0021] Preferably, the system is configured to issue alerts to the advertiser. The alerts may include a warning that an advertising period is about to expire.

[0022] Preferably, the system is configured to monitor the presence of persons in association with booked advertising media, and provide a report based thereon. The system may be configured to monitor the presence of persons in real time. The system may be configured to generate an advertising report according to the monitoring of persons.

[0023] Any of the features described herein can be combined in any combination with any one or more of the other features described herein within the scope of the invention.

[0024] The reference to any prior art in this specification is not, and should not be taken as an acknowledgement or any form of suggestion that the prior art forms part of the common general knowledge.

BRIEF DESCRIPTION OF DRAWINGS

[0025] Various embodiments of the invention will be described with reference to the following drawings, in which:

[0026] Figure 1 illustrates an advertising system, according to an embodiment of the present invention;

[0027] Figure 2 illustrates a screenshot of a billboard selection screen of the system of Figure 1, according to an embodiment of the present invention;

[0028] Figure 3 illustrates a further screenshot of the billboard selection screen of the system of Figure 1, wherein a billboard element has been selected; [0029] Figure 4 illustrates a screenshot of a billboard booking screen of the system of Figure 1, according to an embodiment of the present invention;

[0030] Figure 5 illustrates a screenshot of a campaign wizard screen of the system of Figure 1, according to an embodiment of the present invention; and

[0031] Figure 6 illustrates a screenshot of a path analysis tool of the system of Figure 1, according to an embodiment of the present invention.

[0032] Preferred features, embodiments and variations of the invention may be discerned from the following Detailed Description which provides sufficient information for those skilled in the art to perform the invention. The Detailed Description is not to be regarded as limiting the scope of the preceding Summary of the Invention in any way.

DESCRIPTION OF EMBODIMENTS

[0033] Figure 1 illustrates an advertising system 100, according to an embodiment of the present invention. The advertising system 100 enables advertisers to more easily select advertising opportunities, and provides a platform for media owners (e.g. billboard owners) to sell advertising space thereof.

[0034] The system 100 includes a plurality of billboards 105, which are generally located in diverse areas. The billboards 105 may be located in different parts of a city, in different cities, and even in different countries, as outlined below. The billboards 105 thus provide a variety of advertising opportunities

[0035] Each billboard 105 is associated with a viewing area 110, from which persons 1 15 may view the billboard 105. The viewing area 1 10 may, for example, comprise an area of road, in case the billboard is targeted at drivers, a shopping area, in case the billboard is targeted at shoppers, or a train station, in case the billboard is targeted at commuters.

[0036] The viewing areas 110 also include sensors 120, for detecting the presence of persons 115 in the viewing area 1 10. The sensors 120 may be able to identify individual persons 115, and retrieve associated demographic information about the persons 1 15. This is particularly advantageous where it is desirable to monitor demographics of the persons 1 15, for example at different times of day, and on different days.

[0037] According to certain embodiments, the sensors 120 comprise Bluetooth beacons, which detect the presence of mobile phones (not illustrated) of at least a portion of the persons 115. An identity of the person is determined based upon his or her mobile phone, and demographic information about the person is retrieved, e.g. from a database, based upon the determined identity.

[0038] Demographics of the portion of persons 115 detected may then be used to estimate demographics of all the persons 1 15 viewing the billboard 105. As such, not every person need be identified by the sensors, provided that a representative portion can be detected.

[0039] As a result, the system 100 is able to monitor not only how many persons 115 have been into each of the viewing areas 110, but also demographic information about the persons 115. This enables a "reach" of an advertising campaign to be estimated, and later verified.

[0040] The sensors 120 and billboards 105 are also coupled to a server 125, which receives the data of the persons entering the viewing areas 110. The data may be grouped into timeslots, based upon time intervals (e.g. 30 minute intervals), or based upon changes in demographics (e.g. morning and afternoon busy with commuters, midday and evening light shopping traffic).

[0041] This data may then be used to assist advertisers 130 in selecting advertising slots that suit their target demographic and budget. In particular, the advertiser 130 logs onto the server 125 using an advertiser device 135, which may comprise a laptop computer. The advertiser 130 may then browse data relating to the various billboards 105, and select one or more billboards for advertising. As illustrated in further detail below, the selection of billboard may be map-based, or demographic based, as outlined below

[0042] Once the advertiser 130 has selected the billboard(s) 105, he or she selects one or more time slots for advertising, and a period in which the advertising is desired. A cost is then determined by the server 125, which is confirmed by the advertiser 130, together with an image for advertising.

[0043] The image is then provided to an administrator 140 of the system 100 on an administration device 145, such as a smartphone, for review. The administrator 140 may view the image, and confirm that the image conforms with policy and is thus allowable.

[0044] Upon receipt of the confirmation from the administrator, and confirmation of payment from the advertiser 130, the image is uploaded to the billboard(s) 105 according to the selected time slots.

[0045] In some embodiments, the billboards 105 handle scheduling of images. In such case, the billboard 105 may include a memory for storing images and display schedule associated with the images. This is particularly advantageous when images are rotated periodically and at short intervals (e.g. a couple of seconds), as the display of images can be handled by the billboard 105, meaning it is not reliant on a constant or high-speed network connection to the server.

[0046] Figure 2 illustrates a screenshot 200 of a billboard selection screen of the system 100, according to an embodiment of the present invention. The billboard selection screen may be used by the advertiser 130 to select one or more billboards 105.

[0047] The billboard selection screen includes a map portion 205, and a menu portion 210. The map portion 205 includes a plurality of map elements defining countries 215, and a plurality of billboard elements 220, identifying billboard locations on the map

[0048] Each of the billboard elements 220 is selectable to obtain further information about the billboard 105. The further information may include a photograph, and textual description, as outlined below, and enable the advertiser 130 to book the billboard 105.

[0049] The map portion 205 further includes map navigation elements 225, which enable the advertiser 130 to zoom in and out of an area as desired. This enables the advertiser 130 to efficiently get an overview of an area with respect to billboards.

[0050] The menu portion includes a filter button 230, in which the advertiser 130 is able to filter the billboards 105 based upon certain criteria. For example, the advertiser 130 may wish to view only billboards 105 that are above a certain size. As such, only billboards 105 that meet the selected criteria are displayed on the map portion as billboard elements 220.

[0051] The skilled addressee will readily appreciate that other map elements, such as roads, rivers and the like, may be displayed to assist a user in identifying a location on the map.

[0052] Figure 3 illustrates a further screenshot 300 of the billboard selection screen of the system 100, wherein a billboard element 220 has been selected.

[0053] The billboard selections screen includes a billboard pop-up element 305 above the map element, providing detail of the selected billboard 105.

[0054] The billboard pop-up element 305 includes a location identifier 310, a photo 315, an availability element 320, a price element 325 and a description element 330. The location identifier 310 assists the advertiser in appreciating where the billboard is located, and the photo 315 may comprise a photo of the actual billboard 105, or an area associated with the billboard 105.

[0055] The availability element 320 and the price element 325 enable the advertiser to determine whether the billboard is currently available (or when it becomes available), and how much advertising costs. This enables the advertiser 130 to quickly see whether the billboard is appropriate from a cost and availability perspective.

[0056] Finally, the billboard pop-up element 305 includes a more button 335, which enables the advertiser to obtain more details of the billboard, or book advertising onto the billboard.

[0057] Figure 4 illustrates a screenshot 400 of a billboard booking screen of the system 100, according to an embodiment of the present invention. The billboard booking screen enables the advertiser to book slots of a billboard for advertising.

[0058] The billboard booking screen includes a plurality of booking slots 405 associated with the billboard. Each booking slot 405 is associated with a time and day, and may be booked by selecting a timeslot booking element 410. Upon selection of a timeslot, a shopping cart may be generated, enabling the advertiser to select multiple timeslots and pay in a single transaction.

[0059] Each booking slot 405 is grouped into a group 415 according to time of day. This enables the advertiser to quickly identify time slots based upon time of day, and make bookings based thereon. Similarly, each group 415 is associated with a more button 420, enabling the advertiser to gain access to further booking slots 405 at that time of day.

[0060] Finally, the billboard booking screen includes a custom button 425, which enables the advertiser 130 to generate custom booking slot, such as a custom time period, a custom periodicity, or the like.

[0061] As discussed above, the system 100 also enables advertisers to book advertising space on the billboard based upon demographic information. This is particularly advantageous if the advertiser does not wish to select billboards individually, but instead have the system 100 automatically select billboards (and time slots) that suit the advertiser's requirements.

[0062] Figure 5 illustrates a screenshot 500 of a campaign wizard screen of the system 100, according to an embodiment of the present invention. The campaign wizard screen enables an advertiser to book advertising space based upon demographic information.

[0063] The campaign wizard screen includes a budget field 505, demographics elements 510 and a location element 515. The budget field 505, the demographics elements 510 and the location element 515 enable a user to define how much they wish to spend (budget), who they wish to target (demographics) and where (location).

[0064] The campaign wizard includes budget period elements 520, which enable the advertiser 130 to select whether the budget is a one-off budget, or a monthly budget.

[0065] The campaign wizard includes an add demographic button 525, which enables the advertiser 130 to select multiple demographic elements. The elements may relate to gender, age, or any other suitable measure. When adding a new demographic, the advertiser may select whether the demographic elements are to be considered as an intersection with each other (both demographic elements must be fulfilled, e.g. Male AND AGE:<25) or a union with each other (either demographic element may be fulfilled, e.g. Male OR AGE:<25).

[0066] Finally, the campaign wizard includes a surrounding areas checkbox 530, which enables the user to select whether billboards are only to be considered at the location, or near the location.

[0067] By enabling the advertiser to select location, and whether or not to include near or surrounding areas, the advertiser is able to target the advertising to their needs. For example, a local tradesperson may not be willing to travel outside of his or her town, making advertising outside of the town not relevant. However, a large sporting match may attract people from a much larger area, making advertising outside of the direct area highly relevant.

[0068] The location may also be defined on any suitable level. For example, the location may be a continent, a country, a state, a city, a suburb, a street or road, a subway or train line, a ferry line, a particular street address, an individual billboard, or a specific location or event, such as a festival.

[0069] Upon completion of the campaign wizard, an advertising proposal including proposed advertising slots on one or more billboards is provided to the advertiser 130 for review.

[0070] According to certain embodiments, the system 100 includes a path analysis tool, for determining a path that one or more persons have travelled between two locations. This is particularly advantageous in case advertising is targeting persons from one location, such as a sporting event, in an attempt to entice them to visit another location, such as a pub or restaurant.

[0071] Figure 6 illustrates a screenshot 600 of a path analysis tool of the system 100, according to an embodiment of the present invention. [0072] The path analysis tool includes a first area icon 605, a second area icon 610, and a plurality of path elements 615 extending between the first area icon 505 and the second area icon 610 through one or more advertising zones 620.

[0073] Each path elements 615 is associated with a mode of transport, such as car (e.g. taxi) transportation, train or walking, and is coded accordingly, such that the mode of transport is visible on the map. Each path element 615 is selectable, and upon selection illustrates how many persons the path relates.

[0074] As such, the advertiser is able to identify which paths are most popular between the first and second areas, and using which transport. As a result, the advertiser is able to choose to target train travelling persons between the areas with advertising.

[0075] Each of the advertising zones 620 is also selectable, upon which statistics associated with the advertising zone are presented. The statistics may be provided as graphs, or the like, enabling the user to identify not only how many persons pass through a particular zone, but also the demographics of these persons.

[0076] According to certain embodiments, the system is able to monitor the performance of an advertising campaign with reference to the desired demographics, in real time or near real time. This enables the advertiser to evaluate an advertising campaign based upon actual demographic data, rather than earlier data, which may not be representative of the actual demographic data.

[0077] In such case, live data may be collated and reported to the advertiser, for example in the form of a report which is emailed to the advertiser.

[0078] According to certain embodiments, the billboards 105 may be privately owned, and billboards may even be purchased specifically for use with the system. In such case, billboard owners may be paid a percentage of advertising income for the rights to use the billboard.

Similarly, the system 100 may operate according to a membership model, where billboard owners pay a membership fee to be part of the system 100.

[0079] According to certain embodiments, the system 100 may be configured to issue alerts to advertisers. For example, an alert may issue 2 weeks before an advertising slot is due to expire, in the form of an email including a link to a renewal offer.

[0080] If the existing slots are booked out for the coming period, the alert may include other advertising opportunities that are available.

[0081] The systems described herein enable advertisers to more easily select advertising opportunities based upon target demographics, and provide real time monitoring of the advertising. The systems also provide a platform for media owners (e.g. billboard owners) to sell advertising space thereof.

[0082] In the present specification and claims (if any), the word 'comprising' and its derivatives including 'comprises' and 'comprise' include each of the stated integers but does not exclude the inclusion of one or more further integers.

[0083] Reference throughout this specification to One embodiment' or 'an embodiment' means that a particular feature, structure, or characteristic described in connection with the embodiment is included in at least one embodiment of the present invention. Thus, the appearance of the phrases 'in one embodiment' or 'in an embodiment' in various places throughout this specification are not necessarily all referring to the same embodiment.

Furthermore, the particular features, structures, or characteristics may be combined in any suitable manner in one or more combinations.

[0084] In compliance with the statute, the invention has been described in language more or less specific to structural or methodical features. It is to be understood that the invention is not limited to specific features shown or described since the means herein described comprises preferred forms of putting the invention into effect. The invention is, therefore, claimed in any of its forms or modifications within the proper scope of the appended claims (if any) appropriately interpreted by those skilled in the art.