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Smart Advertising Billboard

IP.com Disclosure Number: IPCOM000248562D
Publication Date: 2016-Dec-19
Document File: 3 page(s) / 43K

Publishing Venue

The IP.com Prior Art Database

Abstract

The invention is related to a smart billboard linked to a remote system. The billboard shows commercials based on ranked and localized searches that users are looking for online in that specific moment in the area around the billboard.

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Smart Advertising Billboard

A system is here disclosed, which is composed of a set of billboards and a remote controller that computes relational graphs or similar relational system that describes how they influences each other. Each billboard shows an advertisement among one or more categories according to its rank. This rank depends on which keywords were used in web searches on existing search engines by users near the billboard to a certain range.

Moreover, by using directly the advertising system of the search engine the system provides advertising based on what users are looking for, choosing in a set of available commercials the one with highest relevancy. Additionally, the main outcome is the resulting advertising shown can reach even users that are not using a mobile device.

Street billboards provide static advertising that is read usually by people that are present in an area. Notwithstanding the technology behind it has not changed in years, it is still used for its simplicity and efficiency in delivering the messages. Usually the advertising on a billboard concerns something in its geographical radius (in case of towns and small cities) while concerns famous and international brands in touristic and big cities.

Modern smartphones allow the reception of advertising based on user profile and on localization. To achieve this an explicit authorization of the user is needed to build his profile and to send advertising. Both giving authorization and receiving advertising can bother the user, so users can decide not to use this system.

There are systems (e.g. Ref#.1) that using location of the user to understand if they are in the radius of a seller, match the user interests with what the sellers sell to finally push advertising on user smartphone. This idea is exclusively related to the distance from the billboard and does not bases the choice of advertising material on what the user is interested in in that moment. The personalized advertising appears directly on the smartphone, which can be perceived as spam.

Other systems (e.g. Ref#. 2) base advertising on user profile and languages to display on a mall billboard the correct item on sale that match with user interests. Also in this case there is a privacy problem, because it is needed to access user profile on the smartphone with an explicit authorization, which is perceived as intrusive by the users.

The idea is to provide advertising basing on interests of people currently near the billboard. The system analyzes information implicitly shared by users doing searching on the internet. Instead of bothering them with notifications on the device, targeted advertising is shown on the billboard with the surprise effect that users could think that the billboard anticipates their thoughts.

For example, most people leaving a stadium after a match could search for a place to eat and some of them will do the search online. The advertising chosen for the billboard will interest also other peo...