Frames-based advertising service with response and activity reporting

• US 7,734,475 B2
• Filed: 03/06/2008
• Issued: 06/08/2010
• Est. Priority Date: 09/01/2000
• Status: Active Grant

• Current Assignee: Symbol Technologies, LLC (Zebra Technologies Corporation)
• Original Assignee: Symbol Technologies, Inc. (Zebra Technologies Corporation)
• Inventors: Zhao, Xin, Stout, J. Gregory, Allan, Scott T., Pai, Tiffany
• Primary Examiner(s): OUELLETTE, JONATHAN P
• Application Number:
  US12/043,591
• Publication Number:
  US 20080154708A1
• Time in Patent Office: 824 Days
• Field of Search: 705/1, 705/1.1, 705/14.65
• US Class Current: 705/1.1
• 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”

) to a consumer through a display device of a transaction computer at a point-of-sale (POS) location, the method comprising;

dividing a consumer transaction at a POS location into multiple transaction time frames;

determining an advertisement (ad) for display in each of the transaction time frames; and

displaying the ad in each of the transaction time frames on the display device of the transaction computer at the point-of-sale location, wherein the step of determining an ad for display includes;

transmitting the consumer transaction to a data center;

prioritizing automatically multiple ads competing for display in each of the transaction time frames based on characteristics of the ad, and the consumer transaction, and additional information associated with the user other than the consumer transaction,

producing automatically an ad with highest priority in each of the transaction time frames,

determining automatically, in each of the transaction time frames, the ad with highest priority as the ad for display, and

transmitting the determined ad with the highest priority from the data center to the display device of the transaction computer for display.

2. The method of claim 1, wherein the step of prioritizing multiple competing ads comprises:

setting the priority of an ad having a duration of n time units higher than the priority of an ad having a duration of less than n time units.

3. The method of claim 1, wherein the step of prioritizing multiple competing ads comprises:

setting the priority of an interactive ad higher than the priority of a non-interactive ad.

4. The method of claim 1, wherein the step of prioritizing multiple competing ads comprises:

setting the priority of an ad relating to an item identified for purchase higher than the priority of an ad related not to an item identified for purchase but to the POS location.

5. The method of claim 1, wherein the step of prioritizing multiple competing ads comprises:

setting the priority of an ad relating to the POS location higher than an ad relating not to the POS location but to the time of a transaction.

6. The method of claim 1, wherein the step of prioritizing multiple competing ads comprises:

setting the priority of an ad relating to the time of a transaction higher than the priority of an ad relating not to the time of a transaction but to the price of an item identified for purchase.

7. The method of claim 1, wherein the step of prioritizing multiple competing ads comprises:

setting the priority of an ad that has n times been determined as the ad for display higher than an ad that has been determined as the ad for display more than n times.

8. The method of claim 1, wherein the step of prioritizing multiple competing ads comprises:

adjusting the priority of an ad, the adjustment based on advertisement already displayed in the transaction.

9. The method of claim 1, wherein the step of prioritizing multiple competing ads comprises:

adjusting the priority of an ad for display when the transaction meets predetermined criteria, the ad with the adjusted priority having already been displayed, such that the ad with the adjusted priority does not display again in the transaction.

10. The method of claim 1, wherein the step of prioritizing multiple competing ads comprises:

randomly setting the priority of an ad, with priority equal to that of another ad, higher than the priority of the other ad.

11. The method of claim 1, wherein the additional information is derived from a database of consumer information.

12. The method of claim 1, wherein the additional information is demographic information associated with the consumer.