Browse Prior Art Database

Multiple Ad-Marker System with a mobile device to let users store advertising ID (content ID) temporarily, and to remind them later t the users' convenience.

IP.com Disclosure Number: IPCOM000015800D
Original Publication Date: 2002-May-03
Included in the Prior Art Database: 2003-Jun-21
Document File: 2 page(s) / 251K

Publishing Venue

IBM

Abstract

*TITLE OF DISCLOSURE: Multiple Ad-Marker System with a mobile device to let users 'bookmark' and store advertising ID (content ID) temporarily, and to remind them later at the users' convenience.

This text was extracted from a PDF file.
At least one non-text object (such as an image or picture) has been suppressed.
This is the abbreviated version, containing approximately 44% of the total text.

Page 1 of 2

  Multiple Ad-Marker System with a mobile device to let users store advertising ID (content ID) temporarily, and to remind them later t the users' convenience.

    *TITLE OF DISCLOSURE: Multiple Ad-Marker System with a mobile device to let users 'bookmark' and store advertising ID (content ID) temporarily, and to remind them later at the users' convenience.

*IDEA OF DISCLOSURE:
(1) Invention Description Summary: This Multiple Mobile Ad-Marker System comes with a small mobile device that makes it possible for users to 'bookmark' and identify the ads(and also products and places) that they have seen. The mobile device may have a size of an average key holder with a button which you can press to 'bookmark' whenever you come across a content that you want to see later. The ads (posters, articles, products etc.) will receive a digital message
(i.e. request for 'bookmark') when the user presses the button on the device. Then, the ads will respond to the device by transmitting the ID information of the content. The Multiple Ad-Marker can temporarily store this ID data, and the users may pull out that stored data whenever they like. The users can later request for more information about the ads which they bookmarked, by using the Web, i-mode, interactive TV. If the ads do not transmit the ID to the Ad-Marker, the device only memorizes the location and time of its contact.·A third party organization will operate a website which provide information that can be transmitted to the Ad-Marker. This third party will also manage the user information, advertising ID, and product/service information related to the location and time of the contacts. The operating cost for the third party organization will be covered by the subscription fees from users and participation fees from the product/service providers.

    Problem Solved by This Invention: According to a theory of cognitive science, the average time and amount of a short-term memory which a human can keep is 20 seconds and 7 items. Therefore, it is likely that consumers will forget about what they saw on the billboards/posters on the street, on the train, in front of a store or a restaurant --- even if the messages may have attracted attention from the consumers at the point of contact, the consumers are unlikely to keep that attention or memory for so long. That is why the companies have been trying hard to implant the ad messages to the consumers mind by repeating them multiple times to the consumers' visual and/or acoustic sense. The multiple repetition or the heavy exposure of ads would mean heavy ad expenditure. Furthermore, too much repetition can lead to some negative effects such as to alienate the consumers. Heavy advertising can be very costly and risky at the same time.

    There is one more trend about the consumer behavior. The consumers are increasingly wanting to purchase products/services that match their preferences and needs. They are spending much time and effort to search for what they...