Method and apparatus for maximizing brand exposure in a minimal mobile display

• US 9,189,794 B2
• Filed: 04/01/2011
• Issued: 11/17/2015
• Est. Priority Date: 02/11/2008
• Status: Expired due to Fees

• Current Assignee: GoldSpot Media, Inc. (Japan) (Dentsu Group, Inc.)
• Original Assignee: GoldSpot Media, Inc. (Japan) (Dentsu Group, Inc.)
• Inventors: Dharmaji, Srinivasa
• Primary Examiner(s): SHIAU, SHEN C
• Application Number:
  US13/078,638
• Publication Number:
  US 20110184810A1
• Time in Patent Office: 1,691 Days
• Field of Search: 715/864, 705/14.64, 705/14.73
• US Class Current: 1/1
• 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 single ad comprising a plurality of elements conveying a plurality of messages of varying importance;

splitting said ad into a plurality of segments, wherein each segment is assigned an aggregate weightage based on the elements of the ad that are in that segment, wherein each element is assigned a weightage;

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;

adjusting each of said ad segments to individually fit into and fill said banner space; and

rolling and filling each of said ad segments into said banner space one segment at a time in sequence for display therein for a determined duration wherein each said ad segment starts as rolling in sequence in the banner space, then expands to display each said ad segment, ad segment by ad segment, until all ad segments are displayed on the full display screen of the MHDD.

2. The method of claim 1, 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, 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 based on importance of expected impact of a message displayed by said different ad segments.

4. The method of claim 1, further comprising:

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

5. The method of claim 4, 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.

6. The method of claim 5, further comprising:

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

7. The method of claim 6, 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.

8. The method of claim 5, further comprising:

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

9. The method of claim 8, wherein said click-to-animation functionality comprises any of Click-to-Map and Click-to-Video.

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

a processor configured for splitting a single ad comprising a plurality of elements conveying a plurality of messages of varying importance into a plurality of segments, wherein each segment is assigned an aggregate weightage based on the elements of the ad that are in that segment, wherein each element is assigned a weightage;

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 to adjust each of said ad segments to individually fit into and fill said banner space; and

said processor configured to roll and fill each of said ad segments into said banner space one segment at a time in sequence for display therein for a determined duration wherein each said ad segment starts as rolling in sequence in the banner space, then expands to display each said ad segment, ad segment by ad segment, until all ad segments are displayed on the full display screen of the MHDD.

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

providing a single ad comprising a plurality of elements conveying a plurality of messages of varying importance;

splitting said ad into a plurality of segments, wherein each segment is assigned an aggregate weightage based on the elements of the ad that are in that segment, wherein each element is assigned a weightage;

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;

adjusting each of said ad segments to individually fit into and fill said banner space; and

rolling and filling each of said ad segments into said banner space one segment at a time in sequence for display therein for a determined duration wherein each said ad segment starts as rolling in sequence in the banner space, then expands to display each said ad segment, ad segment by ad segment, until all ad segments are displayed on the full display screen of the MHDD.