Patent Application
20060064350
1. Field of the Invention
The present invention relates to business methods. More specifically, the present invention relates to business methods for advertising.
2. Description of the Related Art
Conventional advertising practices include the use of print media (e.g. newspapers, magazines, direct mail etc.), television, radio and the Internet. Each approach has its shortcomings and limitations. Many perceive television to be the most important medium inasmuch as it offers rich multimedia (audio/visual) content to what is perceived to be a captive audience. However, a television is not generally a portable appliance. Hence, the consumer spends only a limited amount of time viewing a television. This forces advertisers to compete for the relatively small window of time during which consumers are reachable via the medium. This drives up airtime costs to the extent that only those advertisers with the means reach the audience. The ads thus presented are loosely based on general market profiles, viewing habits and/or demographics. Hence, the consumer is typically presented with untimely ads that do not correlate well with the individual consumer's interests or preferences.
Radio ads suffer from many of the same limitations as television, with the exception that the compelling video component is not present, but the device is often portable. In both cases, the ads are untimely and not targeted based on individual consumer interests or preference. Further, the feedback to advertisers is limited through these media channels.
Print media, especially, newspapers and magazines lack compelling multimedia content, are not targeted based on preference, and do not provide feedback to advertisers as to the number of people that actually viewed an ad. Direct mail ads suffer from the same shortcomings as newspapers and magazines with the additional consideration that direct mail is not invited and not well received.
Uninvited ads are particularly endemic to web based advertising channels with pop-ups and spam being a bane of most user's web experience. Hence, ads presented via spam and pop-ups are clearly not timely and typically not presented with rich, compelling multimedia content. While some advertiser feedback is provided in this medium, the ads are not typically targeted based on the preferences of the individual user.
Hence, a need exists in the art for an improved method for advertising. That is, a need exists in the art for an improved method for advertising that presents compelling multimedia ads targeted to consumers based on their individual preferences in a timely and cost effective manner.
The need in the art is addressed by the method for advertising of the present invention. Most generally, the inventive method includes the steps of collecting customer preferences; transmitting targeted multimedia ads to customers based on the individual customer's preferences via a telecommunications network; and receiving and outputting the ads on a mobile platform.
In the illustrative embodiment, the method includes the steps of encoding, compressing and storing each ad on a server. An applet is transmitted from the server to each mobile platform. When executed at the mobile platform, the applet deciphers the ad and retrieves a schedule with a playback time. The ad is then played out without interrupting the user.
The applet may include credit code which adds time to a SIM card on the mobile platform giving a user credit time to use the device for one or more functions (communication, games, etc.) at no additional charge. The server applies the credit code based upon information received in relation to the viewing of the advertisement.
The applet may also include a bar code supplied by the server which when displayed to a third party vendor, allows the user to receive a discount on purchases of goods or services related to the ad.
In the best mode, the mobile platform includes a cellular transceiver adapted for a GSM/GPRS, CDMA, TDMA or PCS or other suitable network. The mobile platform stores data relating to the output of the ads and sends this data on command back to the server. The server includes code for forwarding this feedback data to advertisers.
Illustrative embodiments and exemplary applications will now be described with reference to the accompanying drawings to disclose the advantageous teachings of the present invention.
While the present invention is described herein with reference to illustrative embodiments for particular applications, it should be understood that the invention is not limited thereto. Those having ordinary skill in the art and access to the teachings provided herein will recognize additional modifications, applications, and embodiments within the scope thereof and additional fields in which the present invention would be of significant utility.
While the Gizmondo is preferred because of the powerful and robust design of the device, other devices may be used as well including handheld computers, Personal Digital Assistants, cell phones, etc. In general, what is required for the device 12 is a cellular transceiver, onboard processor (preferably at least 300 Mhz), memory, display, speakers and user interface.
In addition, Global Positioning System (GPS) functionality is preferred.
Returning to
Next, at step 20, the user registers user information and preferences with the Smart ADDS server system 14. This may be provided via a website (not shown). Hence, before the phone is activated, in the illustrative embodiment, the user inputs name, gender, postal code and interests online. Preferably, the user provides verification of age, if claiming to be over 18 years old and desirous of receiving “age restricted ADDS”—such as beer and lager ads.
This registration can be updated and refined via the website. In the preferred embodiment, the registration information is stored on the Smart ADDS system 14 (compliant with relevant laws) and employed in the selective transmission of Smart Adds so that the Smart Adds are targeted and delivered according to the registered user's age, gender, location other relevant or selected attributes and/or preferences. Further, the ads may be selectively targeted based on the user's history with the device. If the user uses the device more for games, more game related ads may be sent. If the user views more movies or listens to music more frequently, the user may be targeted to receive more entertainment-oriented ads. In addition, the fees charged to advertisers may vary depending on the targeting of these ads.
At step 22, advertisers select Smart ADDS audiences most relevant to their advertising campaign. The advertisers can specify the day and time for the commercial to play out on the devices. The advertisers agree to pay for the airtime and submit high quality multimedia advertising copy for distribution by the system 14. The ads should be high quality, both technically (e.g. television quality at frame rates of at least 20 frames per second) and creatively. In the best mode, the advertisements are rich with audio and video content and comply with the relevant legislation and codes of practice.
In the best mode, a system such as that disclosed and claimed in U.S. patent application Ser. No. ______, filed ______ by Carl Freer and Steve Carroll entitled SYSTEM AND METHOD FOR DISTRIBUTING MULTIMEDIA CONTENT VIA MOBILE WIRELESS PLATFORMS (Atty. Docket No. SMART ADDS-2) the teachings of which are hereby incorporated by reference herein. Nonetheless, the invention is not limited thereto. The inventive method may be practiced with any system capable of pushing rich multimedia content to, or pulling content from a server to, a mobile wireless platform without departing from the scope of the present teachings.
The hub 40 is shown with five servers 41-45. However, those skilled in the art will appreciate that the invention is not limited to the number of servers used. The hub 40 is operationally coupled to a controller 50 which, in accordance with the present teachings, serves, inter alia, as a scheduler.
The system 14 further includes a feedback database for storing data relating to user responses to the ads, a registration server 52, a PC user interface 54, a billing server 56, memory for storing vouchers 60 and credits 62, respectively, a bar code generator 58 and a web server 64.
Referring briefly to
The Applet can be embedded
a) At source and sold with the mobile phone;
b) The Applet can be downloaded over the air (OTA);
c) The Applet can be downloaded via PC; or
d) The Applet may reside on an open source codec with a Smart Adds proprietary algorithm.
In the illustrative embodiment, the schedule is requested by the device from the server on a daily basis. It resides in an XML file.
The Adds are preferably delivered in either http, https, for FTP format. The adds are compressed prior to delivery to the mobile handset.
Prior to the dispatch of the schedule, the device 12 is sent an SMS message which is not apparent to the user. This interfaces the applet which wakes the device and retrieves the schedule. The ad is transmitted via a wireless network provided by a wireless network operator or a Mobile Virtual Network Operator (MVNO) or any other licensed Network airtime provider and downloaded on the device 12 (along with the “play-out” instructions) well in advance of an included encoded scheduled play-out time. This step is depicted at step 26 in
Any suitably fast network may be used to transmit the ads. In GSM (Global System for Mobile Communications) networks, the applet and the ad may be transmitted using GPRS (General Packet Radio Service). See http://www.gsmworld.com/technolog/gprs/intro.shtml#1.
GPRS, also called 2.5 G, builds on existing second generation GSM networks and is well suited for the delivery of Smart ADDS. However, the present method may be implemented in 3G CDMA (Code Division Multiple Access) or WCDMA (Wideband CDMA) networks without departing from the scope of the present teachings. Hence, the ads are transferred as GPRS XML or 3G XML, TDMA (Time Division Multiple Access) or any other popular cellular PCS system and, after receipt, merely sit in the target mobile device's memory until playback.
Next, as shown in
At step 30, the customer plays out the message (which is the Smart ADD). In the best mode, no other handset buttons work until the message (Smart ADD) is played out. Playback on the mobile device is from a successfully downloaded copy buffered (stored) on the handset. This ensures an optimum customer experience, as the ADD is not distorted by problems in transmission. After the ad has played, at step 32, the viewer is invited via an onscreen prompt to transfer credit to memory onboard the device 12 (e.g. a SIM card) as an incentive and compensation for accepting and viewing the ad. This transfers credit to their SIM card. In the best mode, the credit is available for a limited duration (e.g. 10 seconds) after the ADD finishes after which it is deleted. This ensures the viewer's active attention to the ADD.
The ADD may also contain a voucher from the advertiser (e.g., a 2 for the price of 1 offer). The voucher, which may be a bar code or other coupon, is automatically stored as a JPEG image on the phone. Hence, the voucher will be with and retrieved by the viewer whenever they go shopping, so long as the device 12 is with them at that time. In addition, the communication capability of the device 12 allows a user to call or text message in response to an advertisement or offer.
In the best mode, the device has an onboard GPS system. Hence, as illustrated at step 34, if the customer desires to do so, the customer can request directions to the nearest store—or respond instantly to the ADD by text or voice call. The user can also forward the ADD to another Smart ADD phone via Bluetooth, Infrared, MMS messaging or other suitable means.
At step 35, comprehensive feedback is provided regarding delivery, playback and subsequent consumer response to the ads. This may be effected using the GPRS functionality of a GSM based device. As illustrated in the system block diagram of
System, Process and an Illustrative Customer Journey:
The device user's journey may be as follows in an illustrative application:
1. The user buys the device, takes it home, and turns it on.
2. The user registers on screen (they can't by-pass this stage).
3. Registration is for the user of the device (the user may not necessarily be the purchaser—the device could be a present)
4. Information required is
5. Followed with a choice of “yes” or “no”. This information, plus a unique identification number of the mobile device, is sent by text from the mobile device to the server.
6. The user is then invited to visit a web site and provide info on their entertainment interests.
7. When the user logs into this web page, they give their user name and password—which then links their responses back to their unique id number and thus to the initial registration info—so we can segment those users who provide us with this info by Entertainment Interests, as well as their Gender/Age/Home location gathered from the terminal registration.
8. For those who have opted in:
In the illustrative embodiment, feedback is produced to provide information on key aspects of the process. For example, the next time the mobile device logs into the server it might report back on:
a. Registration information of the mobile device;
b. Previous schedule download time;
c. Each Smart Add download time and success information;
d. Playback of each Smart Add;
e. Played ok (including time of playback);
f. Expired before playback could be attempted;
g. Users action regarding Smart Adds;
h. Smart Add was saved for future viewing;
i. Smart Add was discarded after playback; and
j. Smart Add was viewed again.
In accordance with the present teachings, the advertiser is provided with a transmission report. The only parts of this process that the user should be aware of after opting-in and providing their web based “entertainment interests” should be from the “bleep” of the text message arriving, through to the saving (or not) of the ad. The rest should be invisible to the user.
The transmission report will allow the advertiser to know:
which ads were successfully received by the device
which ads successfully played through the device—and at what time
which ads did the user save?
the report should provide data regarding:
If the advertiser has a “find my nearest store” option at the end of the ad, the process for the user would ideally be that they can go to the store listing as simply, easily and quickly as possible.
The solution might be:
a. user selects ‘find nearest store’
b. this then interrogates the mapping database and returns a map plus routing information.
Thus, the present invention has been described herein with reference to a particular embodiment for a particular application. Those having ordinary skill in the art and access to the present teachings will recognize additional modifications, applications and embodiments within the scope thereof. For example, the ads may be transmitted to a fixed or stationary platform without departing from the scope of the present teachings.
It is therefore intended by the appended claims to cover any and all such applications, modifications and embodiments within the scope of the present invention.
Accordingly,
This is a continuation-in-part of U.S. patent application Ser. No. 10/945,271 filed Sep. 20, 2004 by Carl Johan Freer and entitled PORTABLE ELECTRONIC DEVICE, the teachings of which are incorporated herein by reference.
| Number | Date | Country | |
|---|---|---|---|
| Parent | 10945271 | Sep 2004 | US |
| Child | 11202665 | Aug 2005 | US |
