SATELLITE POSITIONING SYSTEM ENABLED MEDIA MEASUREMENT SYSTEM AND METHOD

• US 20080246657A1
• Filed: 06/17/2008
• Published: 10/09/2008
• Est. Priority Date: 12/31/2001
• Status: Active Grant

• Current Assignee: RDPA, LLC
• Original Assignee: RDPA, LLC
• Inventors: Baker, James W., Burke, Kay S., Percy, R. Cameron, Percy, Roger D.
• Granted Patent: US 7,586,439 B2
• Time in Patent Office: Days
• US Class Current: 342/357.07
• CPC Class Codes: G01S 1/02 using radio waves G01S19/00 takes precedence
• CPC Class Codes: G01S 19/14 specially adapted for specific applications
• CPC Class Codes: G01S 19/34 Power consumption
• CPC Class Codes: G01S 2205/002 for traffic control, mobile tracking, guidance, surveillance or anti-collision
• CPC Class Codes: G01S 5/0027 of actual mobile position, i.e. position determined on mobile
• CPC Class Codes: G01S 5/0294 Trajectory determination or predictive filtering, e.g. target tracking or Kalman filtering
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0205 Location or geographical consideration
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: H04H 60/52 of users
• CPC Class Codes: H04H 60/66 for using the result on distributors' side
• CPC Class Codes: H04W 4/023 using mutual or relative location information between multiple location based services [LBS] targets or of distance thresholds

Abstract

The present invention is directed to utilizing monitoring devices (200) for determining the effectiveness of various locations, such as media display locations (150) for an intended purpose (media display exposure). The monitoring devices (200) are distributed to a number of study respondents. The monitoring devices (200) track the movements of the respondents. While various technologies may be used to track the movements of the respondents, at least some of the location tracking of the monitoring device (200) utilize a satellite (105) location system such as the global positioning system (“GPS”). These movements of the respondent and monitoring device (200) at some point coincide with exposure to a number of media displays (150). Geo data (movement data) collected by the monitoring devices, is downloaded to a download server (300), for determining which media displays (150) the respondent was exposed to. The exposure determinations are made by a post-processing server (400).

Claims

1. A method for determining the effectiveness of media displays, comprising:

employing a plurality of monitoring devices for tracking the paths of travel followed by a plurality of respondents, each of said respondents associated with a respective one of said plurality of monitoring devices, each of said plurality of monitoring devices including;

(i) a satellite positioning system (“

SPS”

) location component for tracking the movement of the related respondent along the path of travel followed by the respondent when the monitoring device is in a location that is suitable for receiving SPS signals; and

(ii) an RF location component for tracking the movement of the related respondent along the path of travel followed by the respondent when the monitoring device is in a location that is not suitable for receiving SPS signals, each of said plurality of monitoring devices generating tracking data that represents the path of travel followed by the respondent;

storing said tracking data;

collecting the tracking data from each of the monitoring devices; and

analyzing said collected tracking data to determine if said plurality of respondents have been exposed to media displays by matching geo data based at least in part on said tracking data that represents the paths of travel followed by said plurality of respondents with media display locations to determine the effectiveness of the media displays at the media display locations.

2. The method of claim 1, wherein the RF location component employs radio frequency identification signals.

3. The method of claim 1, wherein the RF location component include transmitter and receiver components.

4. The method of claim 3, wherein the transmitter and receiver components gather location information in addition to location information gathered by said SPS location component.

5. The method of claim 3, wherein the transmitter component transmits identification information to said reciever component.

6. The method of claim 5, wherein the receiver or component is at a known location.

7. The method of claim 3, wherein the transmitter component is a known location.

8. The method of claim 1, wherein the RF location component includes a receiver for receiving location information from another RF device.

9. The method of claim 1, wherein the RF location component includes a transmitter for transmitting the location of the monitoring device.

10. The method of claim 1, wherein the RF location component includes a transmitter for transmitting a monitoring device identification code for receipt by RF receivers located proximate to media displays.

11. The method of claim 1, wherein the RF location component includes an active radio frequency identification component.

12. The method of claim 1, wherein the RF location component includes a passive radio frequency identification component.

13. The method of claim 1, wherein the RF location component operates in radio frequency identification zone locations.

14. The method of claim 1, wherein the RF location component includes an RF interrogator mounted in the monitoring device for interrogating RF transponders.

15. The method of claim 1, wherein the RF location component includes an RF interrogator located at a fixed location for interrogating an RF transponder mounted in the monitoring device.

16. The method of claim 1, wherein the RF location component includes an RF transmitter located in the monitoring device for transmitting identification data for receipt by RF receivers when the monitoring device is sufficiently close to a receiver associated with a media display.

17. The method of claim 1, wherein the RF location component receives information from prepositioned RF transponders

18. The method of claim 1, wherein the RF location component chirps out a low power signal with an identification suitable for receiving by RF receivers located at or near media displays.

19. The method of claim 18, wherein the strength of the low power signal is monitored by the RF receivers such that only a signal of sufficient strength indicates exposure to the related media display.

20. The method of claim 1, wherein the media displays include RF devices that broadcast low power chirps that identify the location of the media displays and wherein the RF location component monitors the strength of such broadcasts such that only a broadcast of sufficient strength indicates the present of a particular media display location.

21. The method of claim 1, wherein the media displays include RF devices that broadcast low power chirps that identify the location of the media displays, wherein the RF location component monitors the strength of such broadcasts and wherein the power of the chirps is sufficiently low such that any reception by the RF location component indicates the presence of the monitoring device at the location of the related media display.

22. The method of claim 1, wherein the media displays include RF devices that produce chirps that identify the associated media display, whereby the monitoring device is able to record the identifiers of specific displays.

23. The method of claim 1, wherein said plurality of respondents are categorized according to demographic characteristics.

24. The method of claim 1, wherein the tracking data that represents the path of travel followed by a respondent is stored in the monitoring device associated with the respondent.

25. The method of claim 24, wherein the tracking data stored in the monitoring devices is collected by downloading the tracking data to a computing device.

26. The method of claim 25, wherein the computing device analyzes the tracking data to determine if said plurality of respondents have been exposed to media displays by matching said tracking data that represents the paths of travel followed by said plurality of respondents with location data that represents the locations of the media displays to thereby determine the effectiveness of said media displays.

27. A monitoring device for tracking the path of travel followed by a related respondent carrying or otherwise traveling with the monitoring device comprising:

(a) a satellite positioning system (“

SPS”

) location component for;

(i) tracking the movement of the related respondent along the path of travel followed by the respondent when the monitoring device is in a location that is suitable for receiving SPS signals; and

(ii) generating related SPS path of travel data;

(b) an RF location component for;

(i) tracking the movement of the related respondent along the path of travel followed by the respondent when the monitoring device is in a location that is not suitable for receiving SPS signals; and

(ii) generating related RF tracking data; and

(c) a memory for receiving said SPS path of travel data from said SPS location component and said RF tracking data from said RF location component and storing said SPS path of travel data and said RF path of travel data.

28. The monitoring device of claim 27, wherein the RF location component employs radio frequency identification signals.

29. The monitoring device of claim 27, wherein the RF location component includes a receiver.

30. The monitoring device of claim 29, wherein the receiver gathers location information in addition to location information gathered by said SPS location component.

31. The monitoring device of claim 29, wherein the receiver receives identification information transmitted by a transmitter.

32. The monitoring device of claim 31, wherein the transmitter is at a known location.

33. The monitoring device of claim 31, wherein the transmitter is at an unknown location.

34. The monitoring device of claim 27, wherein the RF location component includes a transmitter for transmitting the location of the monitoring device.

35. The monitoring device of claim 27, wherein the RF location component includes a transmitter for transmitting a monitoring device identification code for receipt by RF receivers located proximate to media displays.

36. The monitoring device of claim 27, wherein the RF location component includes an active radio frequency identification component.

37. The monitoring device of claim 27, wherein the RF location component includes a passive radio frequency identification component.

38. The monitoring device of claim 27, wherein the RF location component operates in radio frequency identification zone locations.

39. The monitoring device of claim 27, wherein the RF location component includes an RF interrogator mounted in the monitoring device for interrogating RF transponders.

40. The monitoring device of claim 27, wherein the RF location component includes an RF transmitter located in the monitoring device for transmitting identification data for receipt by RF receivers when the monitoring device is sufficiently close to a receiver associated with a media display.

41. The monitoring device of claim 27, wherein the RF location component receives information from prepositioned RF transponders.

42. The monitoring device of claim 27, wherein the RF location component chirps out a low power signal with an identification suitable for receiving by RF receivers located at or near media displays.

43. The monitoring device of claim 42, wherein the strength of the low power signal is monitored by the RF receivers such that only a signal of sufficient strength indicates exposure to the related media display.

44. The monitoring device of claim 27, wherein the media displays include RF devices that broadcast low power chirps that identify the location of the media displays and wherein the RF location component monitors the strength of such broadcasts such that only a broadcast of sufficient strength indicates the present of a particular media display location.

45. The monitoring device of claim 27, wherein the media displays include RF devices that broadcast low power chirps that identify the location of the media displays, wherein the RF location component monitors the strength of such broadcasts and wherein the power of the chirps is sufficiently low such that any reception by the RF location component indicates the presence of the monitoring device at the location of the related media display.

46. The monitoring device of claim 27, wherein the media displays include RF devices that produce chirps that identify the associated media display, whereby the monitoring device is able to record the identifiers of specific displays.