TARGETED ADVERTISEMENTS FOR TRAVEL REGION DEMOGRAPHICS

• US 20140279012A1
• Filed: 03/15/2013
• Published: 09/18/2014
• Est. Priority Date: 03/15/2013
• Status: Abandoned Application

• Current Assignee: Inrix Incorporated
• Original Assignee: Inrix Incorporated
• Inventors: Scofield, Christopher L., Lavee, Uri, Jordan, Dominic, McHugh, Timothy David, Foreman, Kevin James, Schwebel, William, Kranseler, Kenneth
• Application Number:
  US13/843,904
• Publication Number:
  US 20140279012A1
• Time in Patent Office: Days
• US Class Current: 705/14.58
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

For an advertisement opportunity near a travel region, advertisements may be selected that are targeted to individuals who are likely to view the advertisement. However, travel patterns among individuals sharing particular traits may exist that facilitate targeted advertising, but may be non-intuitive and therefore difficult to predict, and other techniques, such as population surveys, may be costly and inaccurate. Presented herein are techniques for automatically evaluating travel patterns by tracking the routes of particular individuals, and inferring demographics for such individuals based on the locations of their routes (e.g., an individual whose route frequently includes a residence may be presumed to share the population demographics of the residential neighborhood). Extrapolating such individual demographics may enable inference of shared demographics at particular advertisement opportunities (e.g., among travelers who frequently travel on a particular road at a particular time of day) and the selection of advertisements more closely targeting such individuals.

Claims

1. A nonvolatile computer-readable storage device comprising instructions that, when executed on a processor of a device, select advertisements for presentation at advertisement opportunities near travel regions traveled by individuals by:

for respective individuals traveling in a travel region having an advertisement opportunity;

identifying a route of the individual,

identifying at least one location visited by the individual along the route, and

based on the at least one location, identifying a demographic of the individual;

identifying a shared demographic of the individuals traveling in the travel region; and

selecting for presentation at the advertisement opportunity an advertisement targeting the shared demographic.

2. A system for presenting, using a device having a processor, advertisements at advertisement opportunities near travel regions traveled by individuals, the system comprising:

an individual tracking component configured to, for respective individuals traveling in a travel region having an advertisement opportunity;

identify a route of the individual, and

identify at least one location visited by the individual along the route;

a demographics mapping component configured to;

for respective individuals, based on the at least one location, identify a demographic of the individual; and

based on the demographics of the individuals, identify a shared demographic of the individuals traveling in the travel region; and

an advertisement selecting component configured to select for presentation at the advertisement opportunity an advertisement targeting the shared demographic.

3. A method of presenting, using a device having a processor, advertisements at advertisement opportunities near travel regions traveled by individuals, the method comprising:

executing on the processor instructions configured to;

for respective individuals traveling in a travel region having an advertisement opportunity;

identify a route of the individual,

identify at least one location visited by the individual along the route, and

based on the at least one location, identify a demographic of the individual;

identify a shared demographic of the individuals traveling in the travel region; and

select for presentation at the advertisement opportunity an advertisement targeting the shared demographic.

4. The method of claim 3:

the device having access to at least two communication devices respectively positioned at a location; and

identifying the route of the individual further comprising;

identifying at least two communication devices respectively communicating with the individual at a communication time; and

identifying the route from the communication times and the locations of the communication devices communicating with the individual.

5. The method of claim 3, the location visited by the individual having a location type selected from a location type set comprising:

a residence of the individual;

an employment place of the individual;

a commercial outlet visited by the individual;

an event site of an event attended by the individual; and

a neighborhood of a region including the location.

6. The method of claim 3:

the device having access to a demographics map identifying, for respective locations, a demographic of individuals associated with the location; and

identifying the demographic of a selected individual further comprising;

using the demographics map, identifying a demographic of individuals associated with the location visited by the selected individual.

7. The method of claim 3, identifying the shared demographic further comprising:

among the demographics of respective individuals traveling in the travel region, identify a dominant demographic shared by a significant portion of the individuals.

8. The method of claim 3:

identifying the route of the individual further comprising;

detecting at least one device property of a device of respective individuals traveling in the travel region; and

identifying the demographic of the individual further comprising;

identifying the demographic of the individual based on the at least one location visited by the individual along the route and the at least one device property of the devices of the individuals.

9. The method of claim 3:

identifying the route of the individual further comprising;

detecting at least one device of the individuals traveling the travel region; and

selecting the advertisement further comprising;

selecting for presentation at the advertisement opportunity an advertisement targeting the shared demographic and associated with at least one device of the individuals traveling in the travel region.

10. The method of claim 3, identifying the demographic of the user further comprising:

receiving from the user a user selection of the demographic of the user.

11. The method of claim 3:

identifying the shared demographic further comprising;

identifying a shared demographic of the individuals currently traveling in the travel region; and

the instructions further configured to present at least one selected advertisement to the individuals currently traveling in the travel region.

12. The method of claim 3:

the advertisement opportunity comprising at least two advertisement periods;

identifying the shared demographic further comprising;

for respective advertisement periods, identifying a shared demographic of the individuals traveling in the travel region during the advertisement period; and

selecting the advertisement further comprising;

selecting for presentation at the advertisement opportunity during the advertisement period at least one advertisement targeting the shared demographic of the individuals traveling in the travel region during the advertisement period.

13. The method of claim 12, selecting the advertisement opportunity further comprising:

selecting for presentation at the advertisement opportunity an advertisement targeting the shared demographic and targeting the advertisement period.

14. The method of claim 3, selecting the advertisement opportunity further comprising:

selecting for presentation at the advertisement opportunity an advertisement targeting the shared demographic and involving an advertised location near the routes of the individuals.

15. The method of claim 3, selecting the advertisement opportunity further comprising:

selecting for presentation at the advertisement opportunity an advertisement targeting the shared demographic and associated with at least one of the locations visited by the individuals.

16. The method of claim 3:

identifying the shared demographic further comprising;

for respective at least two advertisement opportunities respectively associated with a travel region, identify a shared demographic of the individuals traveling in the respective travel region; and

selecting the advertisement further comprising;

for an advertisement targeting a demographic, selecting, among the at least two advertisement opportunities, the advertisement opportunity having a highest volume of individuals associated with the shared demographic.

17. The method of claim 3, selecting the advertisement further comprising:

identifying an advertiser of a product targeting a shared demographic of the advertisement opportunity associated with the shared demographic; and

receiving from the advertiser an advertisement targeting the shared demographic.

18. The method of claim 3:

the advertisement presented at the advertisement opportunity including a distinctive identifier; and

the instructions further configured to, upon receiving a request from an individual including the distinctive identifier, detect an engagement of the individual with the advertisement.

19. The method of claim 3, further comprising:

notify at least one business provider near the travel region of the advertisement opportunity for advertisements targeting the shared demographic of the individuals traveling in the travel region.

20. The method of claim 3, further comprising:

notifying at least one selected individual traveling in the travel region of the shared demographic of the individuals traveling in the travel region with the selected user.