TARGETING MEDIA DELIVERY TO A MOBILE AUDIENCE

• US 20150149285A1
• Filed: 11/22/2013
• Published: 05/28/2015
• Est. Priority Date: 11/22/2013
• Status: Active Grant

• Current Assignee: AT&T Intellectual Property I LP (AT&T, Inc.)
• Original Assignee: AT&T Intellectual Property I LP (AT&T, Inc.)
• Inventors: Schroeter, Horst Juergen
• Granted Patent: US 10,783,555 B2
• Time in Patent Office: Days
• US Class Current: 705/14.58
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: H04W 4/027 using movement velocity, acceleration information

Abstract

A system that incorporates the subject disclosure may perform, for example, operations including determining a representative trajectory of a number of mobile devices relative to a media presentation device, such as a digital billboard. An audience of the number of mobile devices is identified and user characteristics are obtained of the audience. A representative interest of the audience is determined from the user characteristics of the audience, and a media content item is selected according to the representative interest and the representative trajectory. The media content item is presented at the media presentation device to expose the audience to the media content item. Other embodiments are disclosed.

Claims

1. A method, comprising:

determining, by a system comprising a processor, a representative trajectory of a plurality of mobile devices relative to a digital billboard;

identifying, by the system, an audience, wherein the audience comprises users of the plurality of mobile devices;

obtaining, by the system, user characteristics of the audience;

determining, by the system, a representative interest of the audience from the user characteristics of the audience;

estimating, by the system, an exposure of the audience to the digital billboard based on the representative trajectory of the plurality of mobile devices relative to the digital billboard; and

selecting, by the system, a media content item according to the representative interest and the exposure, wherein the media content item is presented at the digital billboard to expose the audience to the media content item.

2. The method of claim 1, wherein the representative trajectory comprises a position and a bearing, and wherein estimating the exposure of the audience comprises estimating the exposure responsive to:

determining, by the system, for each member of the audience, a proximity of a mobile device of the plurality of mobile devices relative to a location of the digital billboard; and

estimating, by the system, for each member of the audience, a duration of exposure of the mobile device of the plurality of mobile devices to the media content item presented at the digital billboard responsive to one of the proximity, the position, the bearing or a combination thereof.

3. The method of claim 2, wherein obtaining the user characteristics of the audience comprises:

obtaining, for each member of the audience, individual user characteristics comprising one of demographic data, psychographic data, or both;

selecting members of the audience according to the individual user characteristics, resulting in selected members of the audience; and

selecting the user characteristics of the audience according to the individual user characteristics of the selected members of the audience.

4. The method of claim 1, wherein the determining of the representative interest comprises determining a collective profile of the audience.

5. The method of claim 1, wherein estimating the exposure of the audience to a media content item comprises estimating a time that a member of the audience is within an exposure distance of the digital billboard according to the representative trajectory relative to the digital billboard.

6. The method of claim 1, wherein the selecting of the media content item according to the exposure comprises:

selecting a first media content item responsive to the exposure being less than an exposure threshold; and

selecting a second media content item responsive to the exposure being greater than the exposure threshold.

7. The method of claim 1, wherein the media content item comprises one of audio, video or a combination of audio and video.

8. A system, comprising:

a processor; and

a memory that stores executable instructions that, when executed by the processor, facilitate performance of operations, comprising;

determining a representative trajectory of a plurality of mobile devices relative to a media presentation device;

identifying an audience, wherein the audience comprises users of the plurality of mobile devices;

obtaining user characteristics of the audience;

determining a representative interest of the audience from the user characteristics of the audience;

estimating an exposure of the audience to the media presentation device based on the representative trajectory of the plurality of mobile devices relative to the media presentation device; and

selecting a media content item according to the representative interest and the exposure, wherein the media content item is presented at the media presentation device to expose the audience to the media content item.

9. The system of claim 8, wherein the representative trajectory comprises a position and a bearing, and wherein estimating the exposure of the audience comprises estimating the exposure responsive to:

determining, for each member of the audience, a proximity of a mobile device of the plurality of mobile devices relative to a location of the media presentation device; and

estimating, for each member of the audience, a duration of exposure of the mobile device of the plurality of mobile devices to the media content item presented at the media presentation device responsive to one of the proximity, the position, the bearing or a combination thereof.

10. The system of claim 9, wherein obtaining the user characteristics of the audience comprises:

obtaining, for each member of the audience, individual user characteristics comprising one of demographic data, psychographic data, or both;

selecting members of the audience according to the individual user characteristics, resulting in selected members of the audience; and

selecting the user characteristics of the audience according to the individual user characteristics of the selected members of the audience.

11. The system of claim 8, wherein the determining of the representative interest comprises determining a collective profile of the audience.

12. The system of claim 8, wherein estimating the exposure of the audience to a media content item comprises estimating a time that a member of the audience is within an exposure distance of the media presentation device according to the representative trajectory relative to the media presentation device.

13. The system of claim 8, wherein the selecting of the media content item according to the exposure comprises:

selecting a first media content item responsive to the exposure being less than an exposure threshold; and

selecting a second media content item responsive to the exposure being greater than the exposure threshold.

14. The system of claim 8, wherein the media content item comprises one of audio, video or a combination of audio and video.

15. A machine-readable storage medium, comprising executable instructions that, when executed by a processor, facilitate performance of operations, comprising:

determining a representative trajectory of a plurality of mobile devices relative to a media presentation device;

identifying an audience, wherein the audience comprises users of the plurality of mobile devices;

obtaining user characteristics of the audience;

determining a representative interest of the audience from the user characteristics of the audience; and

selecting a media content item according to the representative interest and the representative trajectory, wherein the media content item is presented at the media presentation device to expose the audience to the media content item.

16. The machine-readable storage medium of claim 15, further comprising:

determining, for each member of the audience, a proximity of a mobile device of the plurality of mobile devices relative to a location of the media presentation device; and

estimating, for each member of the audience, a duration of exposure of the mobile device of the plurality of mobile devices to the media content item presented at the media presentation device responsive to the representative trajectory of the plurality of mobile devices relative to the media presentation device.

17. The machine-readable storage medium of claim 16, wherein obtaining the user characteristics of the audience comprises:

obtaining, for each member of the audience, individual user characteristics comprising one of demographic data, psychographic data, or both;

selecting members of the audience according to the individual user characteristics, resulting in selected members of the audience; and

selecting the user characteristics of the audience according to the individual user characteristics of the selected members of the audience.

18. The machine-readable storage medium of claim 15, further comprising estimating an exposure of the audience to the media content item presented at the media presentation device based on the representative trajectory of the plurality of mobile devices relative to the media presentation device.

19. The machine-readable storage medium of claim 15, wherein the determining of the representative interest comprises determining a collective profile of the audience.

20. The machine-readable storage medium of claim 15, wherein the media content item comprises one of audio, video or a combination of audio and video.