WO2009074762A1

WO2009074762A1 - System for digital advertising

Info

Publication number: WO2009074762A1
Application number: PCT/GB2008/001558
Authority: WO
Inventors: Michael Steven Frater
Original assignee: Ica Network Solutions Llp
Priority date: 2007-12-12
Filing date: 2008-05-02
Publication date: 2009-06-18
Also published as: WO2009074763A1

Abstract

The present invention provides a system for digital advertising comprising: one or more access points (2) for wirelessly detecting suitably enabled digital devices (4) and wirelessly transmitting data to suitably enabled digital devices (4) and a content server (1) in communication with the access point (2). When an access point (2) of the system of the present invention wirelessly detects a suitably enabled digital device (4) the access point will communicate data including a unique identifier of the digital device (4) and the time and location of the detection to the content server (1). The content server (1) will then create or update a stored profile of the digital device (4) on the basis of the communicated data and, unless the stored profile indicates that data is not to be transmitted to the digital device (4), communicate device specific data to the access point (2). The access point (2) will then transmit the device specific data to the digital device (4). In this manner the present invention may provide location and device specific digital advertising on the basis of a stored profile.

Description

System for Digital Advertising

DESCRIPTION

Field of Invention

The present invention relates to digital advertising. In particular, the present invention provides a system for digital advertising involving the automatic creation and updating of a stored profile as a result of the wireless detection of mobile digital devices.

Background of Invention

Digital advertising comprises the provision of digital content to potential customers of any advertised product or service. As will be understood, digital content may be provided in a large number of ways, including, via websites, text messages or on display screens.

In a first example of digital advertising many products, companies and brands now have their own websites. Users can register at these websites in order to access exclusive content or receive special offers. When registering at the website the user may indicate his or her preferences with regards to one or more products or services. The preferences specified by the user will then be used to create a stored profile specific to that user. Targeted digital content may then be sent to the user in the form of emails or text messages or any other suitable format. The digital content will be created on the basis of the stored profile so that only information that may be considered to be of interest to the user is sent. In particular, the digital content may comprise digital advertising tailored to the specific preferences indicated by the user when signing up to the website.

A disadvantage of the above method of digital advertising is that it requires active input from a user to update and create their stored profile. There is no automatic updating of the stored profile, possibly with the exception of data regarding the digital content sent to a user. Furthermore, this method of digital advertising is not location specific. It does not allow the advertiser to detect where a user is either when he is creating a profile or when he is receiving digital advertising. Determining the location of a user when creating a stored profile and when receiving digital advertising would be advantageous as it would enable a more accurate stored profile to be created and for location specific digital advertising to be sent to a user.

In light of the above, there is a need for a system of digital advertising that creates and updates stored profiles of users based upon their location and that may send digital advertising to those users on the basis of their location and the content of their stored profile.

Summary of Invention

The present invention provides a system for digital advertising comprising: one or more access points for wirelessly detecting suitably enabled digital devices and wirelessly transmitting data to suitably enabled digital devices; and a content server in communication with the or each access point; wherein, when an access point wirelessly detects a suitably enabled digital device: the access point communicates data indicative of information including a unique identifier of the digital device and the time and location of the detection to the content server; the content server creates or updates a stored profile of the digital device on the basis of the communicated data and, unless the stored profile indicates that data is not to be transmitted to the digital device, communicates device specific data to the access point; and the access point transmits the device specific data.

The system of the present invention is particularly advantageous over the methods of the prior art as it is location specific. That is, the system of the present invention provides a fully location and customer specific system for targeted digital advertising.

The advantage of transmitting digital content when suitable digital devices with stored profiles are detected is that the digital content may be tailored to the location of the access point and the preferences of the user of the digital device, as indicated by the stored profile, of the digital device.

A further advantage of the present invention is that the system includes a stored profile for each detected digital device that may be updated on the basis of information regarding the detection of the digital device. This enables the stored profile to contain much more information than profiles that are solely created by a user on a website. The stored profile may include information regarding the time and location of detection of a digital device. This can provide information regarding the habits of a user of the digital device. For example, this information may indicate the time and/or frequency a user visits a specific location, which may be a retail outlet. This information may thereby provide some indication as to what digital advertising may be particularly effective for that user.

Suitably enabled digital devices that may be wirelessly detected by an access point of the system of the present invention may be any device capable of wireless detection. It is particularly envisaged that the digital devices will include mobile phones, personal digital assistants, portable computers and other portable personal digital devices.

The access points of the present invention may detect digital devices using any suitable wireless communication means. The, or each, access point may detect a wireless enabled digital device by WiFi or Bluetooth®. Many commonly used digital devices utilise Bluetooth® or WiFi for wireless communication. When activated, the Bluetooth® or WiFi connections of digital devices may allow the devices to both be detected by other digital devices and to be wirelessly communicated with. It is particularly envisaged that digital devices that are Bluetooth® or WiFi enabled will be detected by a corresponding means within an access point when they are within a predefined area around the access point. The predefined area may only be limited by the range of the wireless detection means of the access point or may be intentionally limited to a specific location. - A -

An access point may be located in any position where targeted digital advertising may be effective. As an example, an access point may be located within a retail outlet such as a shop and be configured to only detect and transmit device specific data within the shop. In such cases the device specific data transmitted by an access point may comprise information regarding goods or services supplied by the shop and any special offers thereon.

An access point of the present invention may be an interactive multimedia device. For example, an access may point may comprise an associated display device and/or multimedia system. In this manner the device specific data may be transmitted through the display device and/or multimedia system of an access point. For example, a specifically selected video advert may be displayed on a display screen.

Alternatively or additionally, the device specific data may be wirelessly transmitted directly to a digital device. The access point may transmit data to digital devices using any suitable wireless communication means. For example, device specific data may be transmitted to a digital device by the same means by which the device is detected. For example, device specific data may be wirelessly transmitted to a digital device using Bluetooth® or WiFi communication. If the device specific data is wirelessly transmitted to a digital device it may be preferable that the transmitted data is in a format that allows it to be stored by the digital device and accessed at a later time. For example, the device specific data may be stored in a memory of a digital device and may be called up by pushing predetermined function keys of the digital apparatus.

It may be preferable that the device specific data is wirelessly transmitted to a digital device as this will enable different device specific data to be transmitted to a plurality of digital devices substantially simultaneously. For example, if two or more digital devices with stored profiles are detected by a single access point at substantially the same time it may be possible to wirelessly transmit different device specific data to each of the digital devices based upon their stored profiles simultaneously. This may not be possible if the device specific data is transmitted by an associated display device and/or multimedia system of an access point.

As will be immediately understood, the device specific data may contain any digital media or information that may be transmitted by a display and/or multimedia point of an access point or that may be utilised by a digital device to which it is transmitted. The device specific data may comprise visual content that may be displayed on a display screen of a digital device or an access point. The device specific data may contain audio content that may be broadcast by speakers associated with the digital device or access point. For example, small multimedia clips may be displayed by an access point or transmitted to a digital device for display on a display screen of the digital device. The device specific data may comprise commands to make the digital device perform a function. For example, the device specific data may request that the digital device rings an advertiser's telephone number or may connect the digital device with a website.

Furthermore, the device specific data may comprise interactive content. The device specific content may comprise a message that is displayed on a display screen of a digital device. That message may request the user of the digital device responds to the message if they are interested in its content. The response may be in the form of direct wireless communication with an access point or by other communication with an access point or the content server. For example, the message may request that the user presses a button of the digital device or sends a text message or email in order to receive promotional information, possibly including special offers, regarding the location in which they are detected.

The content server of the present invention may substantially comprise a network server and associated database. For example the content server may comprise an independent computing architecture (ICA) structured query language (SQL) server database. The content server may be at a remote location where it can be easily accessed by a system administrator. As will be understood, the content server may be in communication with the access points in any manner that permits the transfer of data between the server and the access points. The communication may be wireless and/or wired. For example, the access points may communicate with the content server over a WiFi enabled network. The content server may only be accessible by a system administrator directly. Alternatively, the content server may be able to be accessed by an administrator remotely, for example through one or more access points.

The unique identifier of a digital device detected by an access point may comprise any identifier that is unique to the specific digital device. For example, as will be understood by those skilled in the art, substantially all network enabled digital devices have a Media Access Control (MAC) address that is quasi-unique and specific to the individual digital device. This MAC address is detected when two devices, for example a digital device and an access point of the present invention, are in wireless communication. Thus MAC addresses may be used as the unique identifier of a digital device by the system of the present invention.

The content server of a system of the present invention may be connected to a computer network and the stored profile of a digital device may be updated by a user accessing the computer network. For example, the content server may be connected to a computer network having a website that allows a user to update their stored profile.

Furthermore, if the content server is connected to a computer network it may allow an administrator to remotely access the content server and thereby retrieve data from the content server or control the system that includes the content server.

The system of the present invention may have a plurality of access points. These access points may be situated to provide coverage of one or more specific geographical locations. For example, a plurality of access points may be located to provide substantially full coverage within a single location such as a retail outlet. Additionally or alternatively, access points of a single system may be located in a plurality of different locations and may transmit different digital content depending upon their specific location. For example, access points may be located in or near a plurality of different retail outlets within a shopping centre.

When a previously undetected digital device is detected by an access point of the present invention the access point will communicate data relating to the detection, including a unique identifier of the digital device and preferably the time and location of the detection, to the content server. As the unique identifier will not match that of any existing stored profile, the content server will create a new stored profile specific to the digital device detected by the access point.

During or after creation of the new stored profile, device specific data will be transmitted by the access point to a user of the detected digital device. This data will form a communication that will ask the user if they would like to receive further device specific data from the system or other associated systems. Specifically, the communication may be an invitation.to join a digital advertising network comprising the system of the present invention. Preferably, this invitation will be wirelessly communicated to the digital device in such a manner that the device communicates the invitation to the user and offers them the option of immediately and interactively agreeing or refusing to join the digital advertising network. For example, if the digital device is a mobile phone data may be transmitted to the phone such that the phone displays a message inviting a user to join the digital advertising network and offers the option to accept or decline the invitation by pressing a relevant key of the mobile phone.

In response to an invitation to join the digital advertising network the user of the digital device may communicate their response wirelessly to an access point of the system of the present invention. This may be done by pressing a key of a mobile phone, which may result in suitable response being wirelessly transmitted to the access point. Alternatively, a user may directly communicate their response to an invitation to a content server of a system according to the present invention, for example by text message. Any response from the digital device will be stored by the content server and will form part of the stored profile of the digital device. If a user's response to a communication inviting them to join a digital advertising network indicates their refusal their stored profile may be updated such that it simply consists of the unique identifier of the detected digital device and the information that they have refused an invitation. AU other information, including the time and location of the detection of the digital device may be removed from the stored profile. If the same digital device is detected by the same or another access point at a later time the content of the stored profile will thus indicate that the device should not be sent another invitation or any other information and no information regarding the subsequent detection of the digital device will be stored.

If a user accepts an invitation to join up to a digital advertising network then the stored profile of the digital device will be updated to include data regarding the user's acceptance of the invitation and preferably the time and location of the detection of the digital device. The user may then be offered one or more options of how to fully register with the digital advertising network in order to shape their stored profile and fully activate their membership of the network.

A first registering method may comprise the access point transmitting a device- specific unique pin to the digital device. This unique pin may be paired with the unique identifier of the digital device and stored in the stored profile of the digital device. The unique pin may be sent to the device' along with a message containing instructions on how to use the pin to fully register for the digital advertising network at an associated website. The user of the digital device may then visit the website and register using the unique pin and thereby create a member account for the digital advertising account. The member account can be linked to the stored profile of the associated digital device and may be used to manually update the stored profile with the user's preferences in the similar manner to the digital advertising method of the prior art.

Alternatively, in a second registering method the access point may request that the user of the digital device communicates an email or other contact address to the access point. The email or other contact address will form part of the stored profile of the digital device and the content server will generate a unique password, which will emailed to the user along with details of a website of the digital advertising network. The user of the digital device may then visit the website and log in to create a member account using the generated password and email address. The member account can be linked to the stored profile of the associated digital device and may be used to manually update the stored profile with the user's preferences in the similar manner to the digital advertising method of the prior art.

The stored profile of a digital device may comprise information regarding the detection of the device by the system of the present invention, information regarding the device specific data transmitted to the device. Additionally, the stored profile may contain information regarding the preferences specified by a user of the digital device. The preferences of the user may be inputted by a user at an associated website of a digital advertising network including the system of the present invention or by wireless communication with an access point or the content server in response to device specific data transmitted by an access point. Furthermore, a system administrator may be able to manually access a stored profile of a digital device and alter or add information to the stored profile. This may be done by directly accessing the content server or by remotely accessing the content server, for example through an associated computer network or through an access point.

Information regarding the specific time and location of detection of a digital device may be particularly useful in shaping the stored profile such that the system of the present invention can provide device specific data with a content that is specific to the user and of interest to them. For example, the information content of a stored data profile may include information regarding a user's shopping or other habits (based upon the time and location of the detection of the digital device) and thus device specific data relating to those habits may be provided. As a specific example, if a user regularly frequents a specific shop or chain of shops, adverts and/or special offers for those shops may be transmitted to the user. Data stored by the content server may be available to an administrator in order to provide information regarding the habits of a plurality of users based upon the information forming the stored profiles of digital devices owned by the users. This may enable the administrator to analyse trends regarding the habits of the users and the effectiveness of digital advertising provided by the system. In particular, in a manner that will be immediately understood by those skilled in the art, the data of the content server may provide an administrator with real time reports regarding the effect of a specific advertising campaign.

A system according to the present invention may further comprise at least one electronic point of sale (EPOS) device provided at a location and linked to the content server to provide data regarding sales of specific items that are actioned by the EPOS device. EPOS devices will be immediately understood by the person skilled in the art, they record data regarding the specific details of each sale that is actioned by the device. By transmitting this data to the content server and preferably combining it with data provided by access points that may be associated with the, or each, EPOS it may be possible to assess the effectiveness of the system of the present invention.

Further aspects and advantages of the present invention will be understood from the following specific description of a preferred embodiment of the present invention.

Drawings

Figure 1 is a schematic drawing of an embodiment of a system according to the present invention.

A schematic drawing of an embodiment of a system according to the present invention is shown in Figure 1. The system includes a content server 1 at a remote location. The content server 1 is in communication with two access points 2 via a wired network 5 and an electronic point of sale (EPOS) device 3. The access points 2 and the EPOS device 3 are located within a specific area 6, which may, for example, be a retail outlet. It is to be understood that the system may further comprise additional access points (not shown) also in wired communication with the content server 1 in order to form a multi-location digital advertising network.

The system operates in the following manner. When a suitably enabled digital device, in this case a Bluetooth® enabled mobile phone 4, enters the specific area 6 it will be wirelessly detected by one of the access points 2. The access point 2 that detects the mobile phone 4 will transmit the MAC address and the time and location of the detection of the mobile phone 4 to the content server 1. The content server 1 will search for a stored profile specific to MAC address of the mobile phone 4.

If no stored profile is found the access point 2 will communicate with the mobile phone 4 and issue an invitation to ask if the user of the user would like to receive transmissions from the system of the present invention and create a stored profile for the digital device. This invitation is issued by wireless communication such that the invitation automatically appears on a display screen of the mobile phone 4. The user may respond to this invitation by wirelessly communicating with an access point 2, by pressing a first key to accept the invitation or a second key to refuse the invitation.

If the user agrees to the invitation, a stored profile for the mobile phone 4 containing data indicating the acceptance of the invitation, the MAC address of the mobile phone and the time and location of the detection of the mobile phone will be created on the content server 1. A unique pin number will also be generated by the content server 1 and communicated to the mobile phone 4. The user of the mobile phone 4 may then use the pin number to log in to a website associated with the system to activate a membership of a digital advertising network that includes the system of Figure 1 and to input personal preferences regarding one or more products or services. Any preferences inputted by the user will be included in the stored profile of the mobile phone 4 on the content server 1.

If the user does not agree to the invitation, the created stored profile will contain only the MAC address of the mobile phone 4 and a record of the refusal of the invitation. Thereby if the same mobile phone 4 is detected by an access point 2 of the same system or by an associated system the content server 1 will instruct the access point 2 not to communicate with the mobile phone and no information regarding the subsequent detection will be stored.

Alternatively, if a stored profile is found when the mobile phone 4 is detected and that profile does not indicate that the user has previously refused an invitation from the system or any associated, system, the content server 1 will create device specific data tailored for the specific location 6 and the preferences of the user of the mobile phone 4, as defined in the stored profile. The device specific data will then be communicated to an access point 2 within the specific location 6. The access point 2 will then transmit then wirelessly transmit the device specific data to the mobile phone 4 using Bluetooth®. The device specific data may comprise digital advertising, for example a promotion specific to the user's preferences as indicated by the stored profile and the location of the detection. The targeted digital content may then be accessed by the user of the mobile phone 4. Data regarding the time and location of the detection of the mobile phone 4 and the targeted digital content transmitted to the mobile phone 4 will be communicated to, and stored in, the content server 1. Furthermore, data regarding any wireless communication from the mobile phone 4 to the access point 2 or content server 1 in response to the transmitted device specific content will be stored by the content server in the stored profile

Simultaneously to the above, the EPOS device 3 within the specific location 6 will be monitoring details of all sales it actions. Data regarding the time of each sale and the items or services sold at the EPOS device 3 will be communicated to and stored by the content server 1. This information may provide an administrator of the system with information regarding the effectiveness of the system.

In summary, the system of Figure 1 operates in the following manner. Data regarding the location and time of detection of the mobile phone 4 and the response of the user to any device specific data transmitted to the mobile phone will be stored by the content server within a stored profile specific to the mobile phone. This data may be used to provide the user of the mobile phone with specifically tailored and individual digital information or media, including digital advertising, based upon the user's habits and indicated preferences.

Claims

1. A system for digital advertising comprising: one or more access points for wirelessly detecting suitably enabled digital devices and wirelessly transmitting data to suitably enabled digital devices; and a content server in communication with the or each access point; wherein, when an access point wirelessly detects a suitably enabled digital device: the access point communicates data indicative of information including a unique identifier of the digital device and the time and location of the detection to the content server; the content server creates or updates a stored profile of the digital device on the basis of the communicated data and, unless the stored profile indicates that data is not to be transmitted to the digital device, communicates device specific data to the access point; and the access point transmits the device specific data.

2. A system according to claim 1, comprising a plurality of access points located at more than one location.

3. A system according to claim 1 or claim 2, wherein the access points transmits the device specific data wirelessly to the digital device.

4. A system according to any preceding claim, wherein at least one access point comprises a display screen and the device specific data is transmitted on the display screen.

5. A system according to any preceding claim, wherein the or each access point detects the wireless enabled digital device by WiFi or Bluetooth®.

6. A system according to any preceding claim, wherein the control system stores information regarding the time, location and unique identifier of each detected digital device and the data transmitted as a result of each detection in a database.

7. A system according to any preceding claim, wherein the content server is connected to a computer network and the stored profile of a digital device may be updated by a user accessing the computer network.

8. A system according to any preceding claim, wherein the stored profile of a digital device may be updated by direct communication from the digital device to an access point or the content server.

9. A system according to any preceding claim, further comprising at least one electronic point of sale device provided at a location and in communication with the content server to provide data regarding sales of specific items that are actioned by the device

10. A system substantially as described herein and as illustrated in the Figure.