Communications: electrical – External condition vehicle-mounted indicator or alarm – Highway information
Reexamination Certificate
1999-05-25
2001-06-26
Wu, Daniel J. (Department: 2632)
Communications: electrical
External condition vehicle-mounted indicator or alarm
Highway information
C340S933000, C455S066100, C455S517000
Reexamination Certificate
active
06252522
ABSTRACT:
BACKGROUND OF THE INVENTION
The present invention relates to a method and apparatus for measuring the exposure of consumers to billboard advertisements for the purpose of determining consumption, e.g., viewership. More particularly, the present invention provides a billboard advertisement consumption-measuring scheme that parallels efforts to measure audience consumption of radio and television broadcasts. Various techniques are disclosed for measuring the exposure of a consumer, whether in a vehicle or on foot, to a posted billboard or other external advertising means.
The present day consumer is almost continuously barraged by multiple advertising means. The proliferation of cable television channels, radio stations, web channels, and other electronic means is getting a lot of attention for the purposes of measuring audience reception.
There is, however, at least one channel that is not getting a great deal of attention for this purpose. This channel is that of billboards and other static visual advertising forms. Billboards are commonly posted externally, e.g., along roadsides, and on the exterior of buildings, for example, internally, e.g., in airports and train stations, and on mobile vehicles, e.g., busses.
In the past, the degree of consumer receipt of this media has been estimated by general correlation of demographic groups assumed to make up a traffic flow with traffic statistics. Any better measurement and refinement in the demographics has been deemed difficult and/or not cost effective.
The invention disclosed herein provides a practical and economical system for measuring the exposure (e.g., audience size) of consumers to specific billboards. The invention provides a system to resolve the time of consumer exposure to the billboard, to convey information in addition to a basic identification code if desired, and to consolidate the information of several consumers.
SUMMARY OF THE INVENTION
In accordance with the present invention, an apparatus is provided for measuring exposure to a billboard. A transmitter proximate to the billboard broadcasts a data signal that carries information relating to the billboard. The data signal is provided at a power level that is adapted to reach a pre-defined exposure area in which the billboard can be viewed. The data signal can contain information identifying the billboard and/or a location thereof. The data signal can also provide information regarding a time when the data signal is broadcast.
A receiver is carried by a potential viewer of the billboard for receiving the data signal. The receiver is adapted to recover the data signal and store the information relating to the billboard when the viewer is in the pre-defined exposure area. Clock data provided in the receiver or derived from the data signal is used to determine a duration over which the viewer is in the pre-defined exposure area.
In a preferred embodiment, the receiver comprises means for downloading the information stored therein for processing by a central processing facility. The receiver provides information identifying the viewer to the central processing facility.
The transmitter can comprise means for receiving a control signal from a central controller for defining the data signal carried in the beacon from the billboard.
A receiver apparatus is provided, which is adapted to be carried by a potential viewer for measuring exposure to a billboard. The receiver includes means for recovering a data signal broadcast by a transmitter proximate to the billboard when the potential viewer is in a pre-defined exposure area in which the billboard can be viewed. The data signal carries information relating to the billboard. Means are provided in the receiver apparatus for recovering and storing the billboard information. The data signal is provided at a power level that is adapted to reach a pre-defined exposure area.
Corresponding methods for measuring the consumption of billboard advertising are also provided.
REFERENCES:
patent: 4623230 (1986-11-01), Weinblatt
patent: 5214793 (1993-05-01), Conway et al.
patent: 5848129 (1998-12-01), Baker
patent: 5900825 (1999-05-01), Pressel et al.
patent: 6064318 (2000-05-01), Kirchner, III et al.
Hampton Gregory Dean
Moallemi Kamran
Warren Robert L.
Lipsitz Barry R.
McAllister Douglas M.
Solana Technology Development Corporation
Wu Daniel J.
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