Media targeting system and method

• US 20050149398A1
• Filed: 12/13/2004
• Published: 07/07/2005
• Est. Priority Date: 12/15/2003
• Status: Active Grant

• Current Assignee: Bulzi LLC
• Original Assignee: Emine Technology Company Limited
• Inventors: McKay, Brent Thomas
• Granted Patent: US 8,543,456 B2
• Time in Patent Office: Days
• US Class Current: 705/14.650
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0268 at point-of-sale [POS]
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

A media targeting system and method uses visual pattern recognition techniques in association with consumer transactions as the basis for building a targeting database, which is then later used for automated consumer identification and targeted advertising purposes. The invention solves the problem of generating a large scale, robust media targeting database without relying on active or passive participation by consumers. Also disclosed are other demographics estimation systems and methods which facilitate less expensive media targeting capabilities which can be used in conjunction with the more robust transaction associated method disclosed.

Claims

1. A system for delivering targeted advertising to consumers in the vicinity of an advertising device, the system comprising:

(a) means for visual identification of a consumer using visual pattern recognition techniques during a consumer interaction session;

(b) means for associating said consumer visual identification with some other data captured during the consumer interaction session, said data allowing for the identification of said consumer by some other means;

(c) means for using said captured data to identify some demographics information on said consumer;

(d) means for associating said demographics information with said visual identification information of said consumer;

(e) means for visual identification of said consumer in the vicinity of an advertising device using visual pattern recognition techniques, where said identification occurs after said consumer interaction session;

(f) means for using said associated demographics information of said consumer to deliver targeted advertising to said consumer with said advertising device.

2. The system of claim 1, wherein said consumer interaction session is a retail transaction taking place at a retail terminal, said transaction occurring in a retail location.

3. The system of claim 1, wherein said consumer interaction session is a videophone communication session.

4. The system of claim 1, wherein said advertising device is a display system located in such a way that it can be viewed by areas accessible to the public.

5. The system of claim 3, wherein said advertising device is a display system located in conjunction with a videophone communication system.

6. The system of claim 2, wherein said advertising device is a display system located in such a way that it can be viewed by areas accessible to the public.

7. A system for delivering targeted advertising to consumers in the vicinity of an advertising device, wherein said advertising device is not a networked personal computer, said system further comprising:

(a) means for estimating the distribution of geographic locations represented by the home addresses of all consumers who would typically come within range of said advertising device;

(b) means for using said estimated geographic profile to identify some demographics information about said consumers;

(c) means for using said associated demographics information of said consumer to deliver targeted advertising to said consumer with said advertising device.

8. The system of claim 7, wherein said geographic profile is developed using an algorithm which assumes in part that the said home location density of said consumers is inversely proportional to the distance from the said advertising device.

9. The system of claim 7, wherein said geographic profile is developed in part using retail transaction data from transactions occurring in the vicinity of said advertising device.

10. The system of claim 8, wherein said geographic profile is further developed by using retail transaction data from transactions occurring in the vicinity of said advertising device.

11. The system of claim 7, wherein said geographic profile is further developed by using real-time demographics estimation systems, said estimation system using visual pattern recognition techniques.

12. The system of claim 7, wherein said advertising device is a display system located in such a way that it can be viewed by areas accessible to the public.

13. The system of claim 7, wherein said advertising device is a digital TV receiver located in a consumer home.

14. The system of claim 7, wherein said advertising device is an In-Flight Entertainment system located in an airline seatback.

15. A method for delivering targeted advertising to consumers in the vicinity of an advertising device, the method comprising:

(a) visual identification of a consumer using visual pattern recognition techniques during a consumer interaction session;

(b) associating said consumer visual identification with some other data captured during the consumer interaction session, said data allowing for the identification of said consumer by some other means;

(c) using said captured data to identify some demographics information on said consumer;

(d) associating said demographics information with said visual identification information of said consumer;

(e) visual identification of said consumer in the vicinity of an advertising device using visual pattern recognition techniques, where said identification occurs after said consumer interaction session;

(f) using said associated demographics information of said consumer to deliver targeted advertising to said consumer with said advertising device.

16. The method of claim 15, wherein said consumer interaction session is a retail transaction taking place at a retail terminal, said transaction occurring in a retail location.

17. The method of claim 15, wherein said consumer interaction session is a videophone communication session.

18. The method of claim 15, wherein said advertising device is a display system located in such a way that it can be viewed by areas accessible to the public.

19. The system of claim 17, wherein said advertising device is a display system located in conjunction with a videophone communication system.

20. The method of claim 16, wherein said advertising device is a display system located in such a way that it can be viewed by areas accessible to the public.