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Predictive Advertising for Traveling Viewers

IP.com Disclosure Number: IPCOM000239000D
Publication Date: 2014-Sep-30
Document File: 2 page(s) / 39K

Publishing Venue

The IP.com Prior Art Database

Abstract

Disclosed is a predictive advertising method that shows television viewers advertisements based on future locations, as determined by planned travel.

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Predictive Advertising for Traveling Viewers

Current television advertising methods can predict a viewer's location and accordingly target advertising; however, these use the viewer's current geographical location and direction of travel. This is not a sufficient method to assist a viewer with planning or an advertiser in reaching the best audience.

In an example of the problem addressed here, the viewer lives in Location A and, three months prior, booked plane tickets to travel to Location B. A week before departure, while the viewer watches television, local advertisements are continually shown for the week that the viewer is out of town. Unfortunately, for both the advertisement agency and the viewer, this is money and time that is wasted since the person will not be home that week, the viewer will be in Location B.

In order for advertising agencies to maximize the value advertisements for a traveler, the distribution of locally-based vs. destination-based advertisements should be varied over an extended transition scope. (For the scope of this disclosure, the advertising method is television.)

For example, the time at which the viewer is on vacation is only one instance in time; the extended transition scope must apply to the future and past as well (i.e. before leaving and after returning home). Thus, a vacation that lasts two weeks might actually have a scope of over a month in which to relay relevant advertisements to the viewer. (See figure below.) Advertisements prior to the viewer's trip should be related to the current location as well as the destination location, while at the vacation destination advertisements should be related to the current location and future destinations and/or home city, etc.

In order for this extended scope targeted advertising to occur, the deployment systems responsible for disseminating advertisements to the viewer must be dynamically aware of the desired distribution of advertisements for the viewer's home location versus the destination. The deployment system must recognize the viewer's identity, the current date, and the associated travel information (e.g., departure date, retu...