System for tracking consumer exposure and for exposing consumers to different advertisements

• US 5,966,696 A
• Filed: 04/14/1998
• Issued: 10/12/1999
• Est. Priority Date: 04/14/1998
• Status: Expired due to Term

• Current Assignee: Promovu LLC
• Original Assignee: INFOVATION
• Inventors: Giraud, Stephen G.
• Primary Examiner(s): MacDonald, Allen R.
• Assistant Examiner(s): Jeanty, Romain
• Application Number:
  US09/059,592
• Time in Patent Office: 546 Days
• Field of Search: 705/14, 705/4, 235/380, 235/381, 235/379, 235/383, 340/825.65
• US Class Current: 705/14.41
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06V 20/54 of traffic, e.g. cars on the road, trains or boats

Abstract

An advertising system is adapted to tracking consumer exposure to a number of different advertisements and to expose consumers to several different advertisements. The system simultaneously measures the number of consumers viewing different advertisements, while displaying different selected advertisements for viewing by the consumer. The system includes a display for displaying advertisements and other information. The system functions in either one of an idle mode, wherein potential consumers are not within a sensed proximity range, and an active mode, wherein the presence of potential consumers within the proximity range is detected. In the idle mode, the system displays programmed non-advertisement information. In the active mode, the display displays a programmed sequence of advertisements, that includes full-motion color commercials that may be interspersed with other information. A sound module may be provided for generating an audio portion of the advertisements. The time period of the active mode is sensed for determining the portions of the programmed sequence of advertisements that were displayed during the active mode, for determining particular advertisements that may have been viewed by the consumer to generate data. The data is retrieved from a host computer for determining what information in the active mode was displayed and the duration that the system was in the active mode for determining consumer presence and what portions of the active mode information may have been viewed by consumers.

Claims

1. An information generating and tracking device adapted to track exposure of a person to active mode programming, the device comprising:

a sensor system for determining the presence of the person in a predetermined receiving range;

a projection means for communicating active mode information to the person when the person is in the predetermined receiving range; and

a processor for generating exposure information representative of the amount of active mode information communicated by the projection means to the person.

2. The device of claim 1, wherein the active mode information comprises one or more promotional segments each lasting a predetermined duration, the exposure information representing, for a predetermined period of time, the number of times each promotional segment was communicated by the projection means.

3. The device of claim 1, wherein the active mode information comprises one or more segments of advertising each lasting a predetermined duration, the exposure information representing, for a predetermined period, the total communication time of each segment by the projection means.

4. The device of claim 1, wherein the projection means outputs idle mode information in the absence of a person from the predetermined range.

5. The device of claim 4, further comprising an information storage means for storing at least one of said active mode information and idle mode information.

6. The device of claim 4, further comprising a data link for providing at least one of said active mode information and idle mode information to the projection means.

7. The device of claim 1, further comprising a data link for transferring the exposure information to a host computer disposed at a location remote from the information generating and tracking device.

8. The device of claim 7, wherein the host computer is adapted to receive exposure information from a plurality of information generating and tracking devices.

9. The device of claim 1, wherein the projection means communicates the active mode information to the person in audio form.

10. The device of claim 1, wherein the projection means communicates the active mode information to the person in visual form.

11. The device of claim 10, wherein the projection means comprises an LCD display.

12. The device of claim 1, wherein the projection means communicates the active mode information to the person in audio-visual form.

13. The device of claim 1, wherein the sensor system comprises one or more detectors selected from the group consisting of a photodetector, a camera, an ultrasound detector, and a heat detector.

14. The device of claim 13, wherein the sensor system comprises an object recognition algorithm.

15. The device of claim 14, wherein the object recognition algorithm recognizes a pair of eyes of the person.

16. The device of claim 1, wherein the sensor system comprises:

a complex detection device operating in accordance with a recognition algorithm, the complex detection device adapted to recognize patterns indicative of a person'"'"'s viewing direction.

17. The device of claim 16, wherein the sensor system comprises a motion sensor for activating the complex detection device.

18. A method for tracking consumer exposure to promotional information, the method comprising:

sensing the presence of a person in a predetermined projection zone;

projecting, in an active mode, one or more promotional information segments into the predetermined projection zone when the person is in the predetermined projection zone; and

generating exposure information by calculating the number of times each promotional information segment was projected into the predetermined projection zone.

19. The method of claim 18, further comprising the step of projecting, in an idle mode, non-promotional information when the presence of a person in the predetermined projection zone is not sensed.

20. The method of claim 18, further comprising the step downloading the exposure information to a remote host computer.

21. The method of claim 19, further comprising the step of uploading at least one of the promotional information segments and the non-promotional information from a remote host computer.

22. The method of claim 18, wherein the step of sensing comprises using one or more detectors selected from the group consisting of a photodetector, a camera, an ultrasound detector, and a heat detector.

23. The method of claim 22, wherein at least one detector is adapted to operate in conjunction with an object recognition algorithm.