Frames-based advertising service with response and activity reporting

• US 7,356,477 B1
• Filed: 09/01/2000
• Issued: 04/08/2008
• Est. Priority Date: 09/01/2000
• Status: Expired due to Term

• Current Assignee: Symbol Technologies, LLC (Zebra Technologies Corporation)
• Original Assignee: Symbol Technologies, Inc. (Zebra Technologies Corporation)
• Inventors: Pai, Tiffany, Zhao, Xin, Stout, J. Gregory, Allan, Scott T.
• Primary Examiner(s): OUELLETTE, JONATHAN P
• Application Number:
  US09/653,767
• Time in Patent Office: 2,776 Days
• Field of Search: 705/1
• US Class Current: 705/14.4
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0222 During e-commerce, i.e. online transactions
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0268 at point-of-sale [POS]
• CPC Class Codes: G07G 1/01 Details for indicating displaying information in general G09F, G09G

Abstract

An advertising service divides a consumer transaction at a POS location into multiple time frames. The service then determines an advertisement (ad) for display in one of the time frames and displays the ad in one of the time frames. One of the time frames spans one of the following activities: waiting for a consumer to begin a transaction, greeting a consumer, beginning a transaction, selecting a form of payment, swiping a card for a form of payment, entering a security code for the form of payment, identifying a product for purchase, displaying a total cost for products identified for purchase, signing for a purchase, thanking a consumer his purchase, surveying a consumer, promoting an event, applying for a credit card, informing a consumer, identifying a consumer, interacting with a consumer, and passing through an interstitial period. Determining the ad for display in one of the time frames includes transmitting information about the transaction to an ad-management service that then determines the ad for display based on the transmitted information. A response indicates the determined ad. The service prioritizes multiple ads competing for display and determines the ad with highest priority as the ad for display. The service displays the ad in the one time frame or in a frame following the one time frame. The service advances from the one time frame into another time frame and repeats the determination and display with the other time frame.

Claims

1. A method for displaying advertisements (“

ads”

) at a point-of-sale (POS) location, the method comprising;

dividing a consumer transaction at a POS location into multiple time frames, a total duration of the time frames equaling a total duration of the transaction;

calculating a busyness metric indicative of a busyness of the POS location;

determining an advertisement (ad) from a set of available ads for display in one of the time frames as a function of (i) the busyness metric, wherein if the busyness metric exceeds a busyness threshold value the ad is selected from a portion of the available ads having a duration that is less than a predetermined duration, (ii) a priority level of the ad, wherein the priority level is manually adjustable at any time during the transaction, and (iii) an ad campaign including a plurality of ads, at least one of which is a sponsor ad, wherein a determination is made as to whether a conflict exists between the determined ad and the sponsor ad;

prior to displaying the ad, setting a minimum duration for the ad, wherein the minimum duration is independent of a predetermined duration of the ad;

displaying the ad in the one of the time frames; and

during the displaying, recalculating the busyness metric, wherein if the recalculated busyness metric exceeds the threshold value, the predetermined duration of the ad is reduced.

2. The method of claim 1, wherein the step of dividing a transaction into time frames comprises

dividing the transaction into time frames, each of the time frames substantially spanning an activity performed during a transaction.

3. The method of claim 1, wherein the step of dividing a transaction into time frame comprises

dividing the transaction into time frames, one of the time frames spanning one of the following transaction activities:

waiting for a consumer to begin a transaction;

greeting a consumer;

beginning a transaction;

selecting a form of payment;

swiping a card for a form of payment;

entering a security code for the form of payment;

identifying a product for purchase;

displaying a total cost for products identified for purchase;

signing for a transaction; and

thanking a consumer for his purchase.

4. The method of claim 1, wherein the step of dividing a transaction into time frames comprises:

dividing a transaction into time frames, each of the time frames spanning one of the following activities;

waiting for a consumer to begin a transaction;

greeting a consumer;

beginning a transaction;

selecting a form of payment;

swiping a card for a form of payment;

entering a security code for the form of payment;

identifying a product for purchase;

displaying a total cost for products identified for purchase;

signing for a purchase;

thanking a consumer for his purchase;

surveying a consumer;

promoting an event;

applying for a credit card;

informing a consumer;

identifying a consumer;

interacting with a consumer; and

passing through an interstitial period.

5. The method of claim 1, wherein the step of dividing a transaction into time frames comprises

dividing a consumer-product transaction into time frames.

6. The method of claim 5, wherein the step of dividing a transaction into time frames comprises

dividing a bricks-and-mortar consumer-product transaction into time frames.

7. The method of claim 5, wherein the step of dividing a transaction into time frames comprises

dividing an e-commerce consumer-product transaction into time frames.

8. The method of claim 1, wherein the step of dividing a transaction into time frames comprises

dividing a consumer-service transaction into time frames.

9. The method of claim 1, wherein the step of determining an ad for display in one of the time frames comprises

transmitting information about the transaction from the POS location to an ad-management service;

determining on the ad-management service and based on the information, an ad for display; and

receiving a response indicating the determined ad.

10. The method of claim 9, wherein the step of transmitting comprises broadcasting information to multiple ad-management services.

11. The method of claim 9, wherein the step of determining an ad comprises

determining an ad, having an identifier;

and

the step of receiving an indicative response comprises

receiving the identifier for the determined ad and not the ad itself.

12. The method of claim 9, further comprising the step of

caching the indicative response.

13. The method of claim 9, further comprising the steps of

caching the indicative response and a targeting filter for the response;

and

subsequently applying the targeting filter to determine whether the ad indicated by the response is still appropriate for display.

14. The method of claim 1, wherein the step of determining an ad for display comprises

prioritizing multiple ads competing for display, producing an ad with highest priority;

determining the ad with highest priority as the ad for display.

15. The method of claim 14, wherein the step of prioritizing multiple competing ads comprises

setting the priority of an ad for display when the transaction meets predetermined criteria (a “

specific ad”

) higher than the priority of an ad for display when no specific ad is available.

16. The method of claim 14, further comprising the step of

determining the next highest-priority ad, if any, as the ad for display.

17. The method of claim 14, wherein the step of determining further comprises, through manual adjustment of priority, overriding the determination of the highest-priority ad as the ad for display.

18. The method of claim 14, wherein the step of determining further comprises

overriding the determination of the highest-priority ad as the ad for display at most once per transaction.

19. The method of claim 1, wherein the step of determining an ad for display comprises

reserving one of the time frames for ads for display without regard to transaction criteria;

and

when the one time frame is the reserved time frame, excluding all ads for display when the transaction meets predetermined criteria.

20. The method of claim 1, wherein the step of determining an ad for display comprises

reserving all of the time frames for ads from a predetermined set of sponsors, the set having a size of one or more.

21. The method of claim 20, further comprising the step of

nonetheless determining an ad to display when the transaction meets predetermined criteria as the ad for display and preempting a reserved time frame with the determined ad.

22. The method of claim 1, wherein the step of displaying the ad comprises

displaying the ad in the one time frame.

23. The method of claim 1, wherein the step of displaying the ad comprises

displaying the ad in a time frame following the one time frame.

24. The method of claim 1,

wherein the step of displaying the advertisement comprises

displaying the ad for the minimum duration.

25. The method of claim 1, further comprising the steps of

setting a system-wide minimum ad duration;

and

setting the minimum ad duration as a natural-number multiple of that system-wide minimum ad duration; and

the step of displaying the advertisement comprises

displaying the ad for that minimum ad duration.

26. The method of claim 1, wherein the step of displaying the advertisement comprises

displaying the beginning of the ad but not the end of the ad.

27. The method of claim 26, wherein the step of displaying the advertisement comprises

displaying the beginning of the ad but not its end due to an action of a consumer.

28. The method of claim 1, further comprising the step of

displaying the ad longer than the minimum duration due to an action of a consumer.

29. The method of claim 1, wherein the step of displaying comprises

displaying the determined ad and another ad in the one time frame.

30. The method of claim 29, wherein the step of displaying comprises

displaying in the one time frame the determined ad, having a first sponsor, and the other ad, having a sponsor different from the first sponsor.

31. The method of claim 1, further comprising the step of receiving a user response to the ad.

32. The method of claim 31, wherein the step of responding comprises

indicating one of consent and lack of consent to a proposition of the ad.

33. The method of claim 31, wherein the step of responding comprises

indicating one of consent and lack of consent to a proposition of the ad by activating an input device at the POS location.

34. The method of claim 31, further comprising the step of

recording a representation of the response.

35. The method of claim 31, further comprising the step of

communicating a representation of the response to a computer system for collecting responses.

36. The method of claim 1, further comprising the step of

repeating the steps of determining and displaying an ad.

37. The method of claim 1, further comprising the steps of

advancing from the one time frame into another time frame;

and

repeating the steps of determining and displaying an ad with the other time frame.

38. The method of claim 37, wherein the step of advancing comprises

activating an input device at the POS location;

and

in response, advancing from the one time frame into the other time frame.

39. The method of claim 37, wherein the step of advancing comprises

commanding from a POS system advancement from the one frame;

and

in response, advancing from the one time frame into the other time frame.

40. The method of claim 37, wherein the step of advancing comprises

recognizing from activity that the one time frame has ended;

and

in response, advancing from the one time frame into the other time frame.

41. The method of claim 37, wherein the step of advancing comprises

recognizing that a timeout has occurred;

and

in response, advancing from the one time frame into the other time frame.

42. The method of claim 1, further comprising the step of

repeating the steps of determining and displaying an ad with successive ones of the multiple time frames until the transaction completes.

43. The method of claim 42, further comprising the step of

repeating the method from the step of dividing with a subsequent transaction.

44. The method of claim 1, further comprising the step of

repeating the steps of determining and displaying an ad with successive ones of the multiple item frames until a following transaction begins.

45. The method of claim 1, further comprising the step of

where the displayed ad was an ad for display when the transaction met predetermined criteria, disqualifying that ad from displaying again in the transaction.

46. The method of claim 1, further comprising the step of

where the displayed ad was an ad that is for display without regard to the specifics of the transaction and that originated in an ad-management service, disqualifying that ad from displaying again in the transaction.

47. The method of claim 1, further comprising the step of

receiving a first ad for display without regard to whether a transaction meets predetermined criteria.

48. The method of claim 47, wherein the step of receiving the first ad is performed before the step of dividing the transaction.

49. The method of claim 47, wherein the step of receiving the first ad comprises

receiving, at a predetermined interval, ads for display without regard to whether a transaction meets predetermined criteria during the transaction.

50. A method for displaying advertisements (“

ads”

) at a point-of-sale (POS) location, the method comprising;

dividing a consumer transaction at a POS location into multiple time frames, a total duration of the time frames equaling a total duration of the transaction;

receiving a first ad from a set of available ads for display during a first time frame and without regard to whether the transaction meets predetermined criteria;

then engaging in the transaction;

calculating a busyness metric as a function of a frequency of transactions performed at the POS location;

during the transaction, receiving a second ad from the set of available ads for display during a second time frame when the transaction meets predetermined criteria;

determining whether the first and second ads should be displayed, wherein the determination for each ad is a function of (i) the busyness metric, wherein if the business metric exceeds a busyness threshold value the ad is selected from a portion of the available ads having a duration that is less than a predetermined duration, (ii) a priority level of the ad, wherein the priority level is manually adjustable at any time during the transaction, and (iii) an ad campaign including a plurality of ads, at least one of which is a sponsor ad, wherein a determination is made as to whether a conflict exists between the determined ad and the sponsor ad;

prior to displaying each ad, setting a minimum duration for the ad, wherein the minimum duration is independent of a predetermined duration of the ad; and

displaying the first and second ads, wherein during the display of each ad, the busyness metric is recalculated and the predetermined duration of the ad is adjusted as a function of the busyness metric, and wherein if the recalculated busyness metric exceeds the threshold value, the predetermined duration of the ad is reduced.

51. The method of claim 50, wherein the step of receiving the first ad for display comprises

receiving, at a predetermined interval, ads for display without regard to whether the transaction meets predetermined criteria during the transaction.

52. A method for displaying advertisements (“

ads”

) at a point-of-sale (POS) location, the method comprising;

dividing a transaction into time frames, a total duration of the time frames equaling a total duration of the transaction, each of the time frames spanning one of the following activities;

waiting for a consumer to begin a transaction;

greeting a consumer;

beginning a transaction;

selecting a form of payment;

swiping a card for a form of payment;

entering a security code for the form payment;

identifying a product for purchase;

displaying a total cost for products identified for purchase;

signing for a purchase;

thanking a consumer for his purchase;

surveying a consumer;

promoting an event;

applying for a credit card;

informing a consumer;

identifying a consumer;

interacting with a consumer; and

passing through an interstitial period;

transmitting information about the transaction to an ad-management service;

determining on the ad-management service, based on the information, an ad from a set of available ads for display, wherein the determination is a function of (i) a busyness metric, wherein if the busyness metric exceeds a busyness threshold value the ad is selected from a portion of the available ads having a duration that is less than a predetermined duration, (ii) a manually adjustable priority level of the ad, wherein the priority level for an ad for display when the transaction meets predetermined criteria (a “

specific ad”

) is by default higher than the priority of an ad for dipslay when no specific ad is available, and (iii) in ad campaign including a plurality of ads, at least one of which is a sponsor ad, wherein a determination is made as to whether a conflict exists between the determined ad and the sponsor ad;

prior to displaying the ad, setting a minimum duration for the ad, wherein the minimum duration is independent of a predetermined duration of the ad;

receiving a response indicating the service-determined ad;

displaying the determined ad in one of (1) the one time frame and (2) a frame following the one time frame, wherein the ad is displayed from its beginning but not through its end due to an action of a consumer;

if the ad is displayed in the one time frame, adjusting a duration of the ad based on the busyness metric;

recording a representation of any response to the ad; and

repeating the steps of determining and displaying an ad with successive ones of the multiple time frames until the transaction completes.

53. A computer-readable medium for data storage wherein is located a computer program for causing a POS system to display advertisement (“

ads”

) by

dividing a consumer transaction at a POS location into multiple time frames, a total duration of the time frames equaling a total duration of the transaction;

determining an ad from a set of available ads for display in one of the time frames, wherein the determination is a function of (i) a busyness metric, wherein if the busyness metric exceeds a busyness threshold value the ad is selected from a portion of the available ads having a duration that is less than a predetermined duration, (ii) a manually adjustable priority level of the ad, and (iii) an ad campaign including a plurality of ads, at least one of which is a sponsor ad, wherein a determination is made as to whether a conflict exists between the determined ad and the sponsor ad;

prior to displaying the ad, setting a minimum duration for the ad, wherein the minimum duration is independent of a predetermined duration of the ad;

displaying the ad in one of the time frames; and

adjusting the duration of the ad based on the busyness metric.

54. The media of claim 53, wherein the step of dividing a transaction into time frames comprises

dividing a transaction into time frames, one of the time frames spanning one of the following transaction activities;

waiting for a consumer to begin a transaction;

greeting a consumer;

beginning a transaction;

selecting a form of payment;

swiping a card for a form of payment;

entering a security code for the form of payment;

identifying a product for purchase;

displaying a total cost for products identified for purchase;

signing for a transaction; and

thanking a consumer for his purchase.

55. A POS system displaying advertisement (“

ads”

), comprising;

the computer-readable medium of claim 53;

a CPU for executing the program in the medium;

a bus, communicatively coupling the medium and the CPU; and

a display, responsive to commands from the CPU.