Method and Apparatus for Maximizing Brand Exposure in A Minimal Mobile Display

• US 20110184810A1
• Filed: 04/01/2011
• Published: 07/28/2011
• Est. Priority Date: 02/11/2008
• Status: Active Grant

• Current Assignee: GoldSpot Media, Inc. (Japan) (Dentsu Group, Inc.)
• Original Assignee: GoldSpot Media, Inc. (Japan) (Dentsu Group, Inc.)
• Inventors: DHARMAJI, Srinivasa
• Granted Patent: US 9,189,794 B2
• Time in Patent Office: Days
• US Class Current: 705/14.64
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0267 Wireless devices

Abstract

The delivery of targeted advertisements (ads) to wireless mobile handheld display devices (MHDDs) with client specific advertisement and dynamic content for response and feedback is becoming important in advertising. As the return for ads on MHDDs becomes higher, there is a push to show larger, complex, and more interactive ads on small displays. This has created a need to maximize the area available for ad viewing. The need also exists for increasing the engagement time of the ads. An embodiment of the invention establishes such capability by providing a rolled up ad display where the banner area is used to present a continuously rolling, rolled up ad, which is displayed on the screen at the ad spots by unrolling. Furthermore, the use of transparent hot-spots on the ad allows the whole display screen of the MHDD to be used for presentation of such large and complex ads

Claims

1. A method of displaying an advertisement (ad), comprising:

providing a large and complex ad comprising a plurality of elements conveying a plurality of messages;

splitting said ad into a plurality of segments of varying importance;

providing a mobile handheld display device (MHDD) having a display screen;

dividing said display screen into at least a banner space and a content space;

rolling up said plurality of ad segments to provide a rolled up ad in which each of said ad segments individually fits into and fills said banner space; and

displaying each of said plurality of ad segments in said banner space in a determined order and for a determined duration.

2. The method of claim 1, wherein said displaying comprises:

maintaining said ad as a rolled up ad in said banner space;

wherein rolling of said rolled up ad displays said ad one segment at a time; and

wherein each segment of the ad is displayed for particular duration based upon the importance of said ad segment.

3. The method of claim 1, wherein said displaying comprises:

initially displaying a segment said ad as a rolled up ad in said banner space, unrolling a portion of said ad to display at least one additional segment, wherein said ad covers a portion of said MHDD display beyond said banner space, and then unrolling all segments of said ad to display all segments of said ad on a full display of said MHDD.

4. The method of claim 1, wherein said displaying comprises:

initially displaying all segments of said ad as a completely unrolled ad displayed on the full display of the MHDD, then rolling said ad segment-by-segment into a partial ad display, and then to a rolling rolled up ad display in the banner space of the MHDD.

5. The method of claim 1, wherein said displaying comprises:

presenting a fully dynamic display cycle of said ad, wherein said rolled up ad is displayed in said banner space;

wherein said rolled up ad is unrolled to cover the display screen of the MHDD; and

wherein said ad is then rolled back into a rolled up ad displayed in said banner space.

6. The method of claim 1, further comprising:

providing a timer on said MHDD configured for controlling the duration of display of each ad segments in said banner space, wherein different exposure times are selectable for different ad segments during rolling of the rolled up ad based on importance of expected impact of a message displayed by said different ad segments.

7. The method of claim 1, wherein said ad is a static ad.

8. The method of claim 1, further comprising:

providing at least one transparent hot-spot on said ad.

9. The method of claim 8, further comprising:

assigning said ad segments an aggregate weightage based upon one or more elements within said ad segments; and

using said aggregate weightage to assign transparent hot-spots to important elements on the ad.

10. The method of claim 9, further comprising:

assigning call-to-action functionality to said transparent hot-spots over regions of interest on the ad.

11. The method of claim 10, wherein said call-to action functionality comprises any of Click-to-Call, Click-to-Browse, Click-to-Jump page, Click-to-Message, Click-to-Mail, Click-to-Bookmark, Click-to-Share, and Click-to-download.

12. The method of claim 9, further comprising:

assigning click-to-animation functionality to said transparent hot-spots over regions of interest on the ad.

13. The method of claim 12, wherein said click-to-animation functionality comprises any of Click-to-Map and Click-to-Video.

14. The method of claim 1, further comprising:

at least temporarily stopping rolling of a rolled up ad if a display cursor is moved over the rolled up ad to provide a user with enough time to initiate a call-to-action.

15. An apparatus displaying an advertisement (ad), comprising:

a processor configured for splitting a large and complex ad comprising a plurality of elements conveying a plurality of messages into a plurality of segments of varying importance;

a mobile handheld display device (MHDD) having a display screen;

wherein said display screen is divided into at least a banner space and a content space;

said processor configured for rolling up said plurality of ad segments to provide a rolled up ad in which each of said ad segments individually fits into and fills said banner space; and

said MHDD displaying each of said plurality of ad segments in said banner space in a determined order and for a determined duration.

16. A medium having stored thereon program instructions which, when executed by a processor, implements a method of displaying an advertisement (ad), comprising:

providing a large and complex ad comprising a plurality of elements conveying a plurality of messages;

splitting said ad into a plurality of segments of varying importance;

providing a mobile handheld display device (MHDD) having a display screen;

dividing said display screen into at least a banner space and a content space;

rolling up said plurality of ad segments to provide a rolled up ad in which each of said ad segments individually fits into and fills said banner space; and

displaying each of said plurality of ad segments in said banner space in a determined order and for a determined duration.