WO2006125279A1 - Content presentation - Google Patents

Content presentation Download PDF

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Publication number
WO2006125279A1
WO2006125279A1 PCT/AU2006/000718 AU2006000718W WO2006125279A1 WO 2006125279 A1 WO2006125279 A1 WO 2006125279A1 AU 2006000718 W AU2006000718 W AU 2006000718W WO 2006125279 A1 WO2006125279 A1 WO 2006125279A1
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WO
WIPO (PCT)
Prior art keywords
content
trigger
schedule
control data
presentation
Prior art date
Application number
PCT/AU2006/000718
Other languages
French (fr)
Inventor
George Vok
Peter Vok
Original Assignee
At Group International Limited
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Priority claimed from AU2005902742A external-priority patent/AU2005902742A0/en
Application filed by At Group International Limited filed Critical At Group International Limited
Publication of WO2006125279A1 publication Critical patent/WO2006125279A1/en

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Classifications

    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q10/00Administration; Management
    • G06Q10/06Resources, workflows, human or project management; Enterprise or organisation planning; Enterprise or organisation modelling
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising

Definitions

  • the present invention relates to a method and apparatus for presenting content, and in particular to presenting context dependent content in response to one or more triggers.
  • this can be achieved using a DVD, or other suitable media, which includes a sequence of adverts thereon.
  • each of the adverts are then displayed in turn by playing the DVD content.
  • this can be achieved using a network architecture, with adverts or other content being downloaded to displays based on a schedule. This allows a central resource to control the presentation of the adverts by creating a suitable schedule for selecting which content is presented centrally. This is usually performed on the basis of advertisers requirements, allowing the advertiser.to pay for adverts to be displayed at specific locations in defined time periods.
  • a method of presenting content comprising the steps of:
  • control data including:
  • the method preferably further comprises the step of presenting the trigger content on a display.
  • the step of presenting the trigger content is preferably preceded by the step of interrupting presentation of scheduled content.
  • the method preferably further comprises, in response to the presentation of trigger content, the step of updating the schedule.
  • the step of updating the schedule preferably comprises consideration of at least one of:
  • the method preferably further comprises the step of determining a priority of o ⁇ e or more content items from the schedule.
  • the method may further comprise the step of removing one or more content items from the schedule.
  • the step of monitoring for the trigger preferably comprises the step of detecting signals sensed, by one or more sensors and representing the one or more triggers.
  • the sensors preferably include at least one oft
  • a positional sensor such as a GPS.
  • the triggers preferably comprise, for example, information concerning at least one of:
  • the method preferably further comprises the steps of:
  • the response actions may, for example, be determined by considering feedback associated with the trigger content.
  • the one or more response actions are preferably determined from the control data.
  • the method preferably comprises the step of receiving at least one of the content and the control data from a base station.
  • the method preferably further comprises the steps of:
  • the method preferably further comprises the step of transferring the indicating data to a base station to. determine at least one of the accounting data and the analysis results.
  • the method is preferably performed using a processor.
  • the method is preferably also performed using a display.
  • the display is preferably coupled to the processor.
  • the method preferably further comprises:
  • an apparatus for presenting content comprising a processing system for:
  • control data including:
  • the processing system is preferably arranged to present the trigger content on a display-
  • the processing system is arranged to interrupt presentation of scheduled content before presenting the trigger content.
  • the apparatus preferably further comprises one or more sensors coupled to the processing system for detecting signals representing the one or more triggers.
  • the sensors and triggers are preferably as defined in relation to the first aspect of the present invention.
  • the apparatus preferably comprises one or more displays.
  • the displays for example, comprise the processing system or are coupled to the processing system via a communications link.
  • the apparatus preferably further comprises a base station.
  • the processing system is preferably coupled to the base station via a communications network.
  • the processing system is preferably arranged to receive at least one of the content and the control data from the base station.
  • the processing system is preferably also arranged to:
  • the apparatus is preferably arranged to transfer the indicating data to a base station to determine at least one of the accounting data and the analysis results.
  • the apparatus preferably further comprises one or more of a processor; and a display.
  • the apparatus is preferably arranged to perform the method of the first aspect of the present invention.
  • a third aspect of the present invention there is provided a method of presenting content, the method comprising the steps of:
  • control data including:
  • the method preferably further comprises the step of presenting the trigger content on a display.
  • the step of presenting the trigger content is preferably preceded by the step of interrupting the display of scheduled content.
  • the step of transferring the content and the control data to one or more end stations preferably comprises the step of transferring the content and control data from a base station.
  • the method of the third aspect of the present invention preferably further comprises the steps of:
  • the method preferably further comprises the step of:
  • the method preferably further comprises the steps of:
  • the method preferably further comprises the step of using the indicating data to determine at least one of:
  • the method of the third aspect of the present invention preferably further comprises additional steps defined in relation to the first aspect of the present invention.
  • a fourth aspect of the present invention there is provided an apparatus for presentating content, the apparatus comprising a base station for:
  • control data including:
  • the base station is preferably also arranged to present the trigger content on a display.
  • the base station is arranged to interrupt the display of scheduled content before displaying the trigger content.
  • the apparatus of the fourth aspect of the present invention preferably comprises additional features defined in relation to the second aspect of the present invention.
  • the apparatus of the fourth aspect of the present invention is preferably arranged to perform the method of the first aspect of the present invention.
  • the scheduled content is preferably interrupted at an appropriate time.
  • the scheduled content and trigger content could, for example, comprise audio or visual or a combination thereof.
  • Figure 1 is a flow chart outlining an example of a process of presenting context dependent content
  • Figure 2 is a schematic diagram of an example of a distributed architecture for use in presenting context dependent content
  • Figure 3 is a schematic diagram of an example of the base station of Figure 2;
  • Figure 4 is a schematic diagram of an example of one of the end stations of Figure 2;
  • Figures 5A to 5C are a flow chart of an example of the process for presenting context dependent content.
  • the content will typically include:
  • scheduled content which is generally predetermined non interactive content such as television adverts, or the like.
  • trigger content which is to be displayed to a consumer in certain context, such as in the event that a certain trigger is detected.
  • the content may be determined in a number of different manners, depending on the implementation of the system, and may include for example receiving content from content providers, or advertisers, creating the content, or the like.
  • a schedule is determined for displaying the scheduled content.
  • the schedule is used to control the time at which the scheduled content is presented and may be as simple as a list of the scheduled content that is to be displayed. Thus, for example, this could be in the form of a play list of television adverts, or the like, with each advert on the list being presented in turn following the conclusion of a previous advert. Again, the manner in which the schedule is determined will depend on the circumstances involved, and may involve receiving a predetermined schedule from a content supplier, Or generating a schedule using appropriate scheduling algorithms.
  • triggers associated with the trigger content are determined. The triggers are used to determine a context, and then cause the presentation of suitable content, as will be described in more detail below.
  • the context could be the ordering of a specific product, with this being detected via the use of a trigger associated with the ordering methodology. In this case, this can be used to trigger the presentation of content relating to the specific product in question.
  • the process involves presenting scheduled content in accordance with the schedule.
  • This is a standard process that allows content to be displayed in a venue or other location.
  • the content may be tailored to the environment in which it is presented, it will still tend to be generic content which is not context specific.
  • trigger events are triggered and their detection will depend on the circumstances in which the system is used, and the triggers determined at step 120, as will be described in more detail below.
  • the presentation of the scheduled content is interrupted, thereby allowing the corresponding trigger content to be displayed at step 150.
  • this allows the content to be specifically directed to the context in which the trigger occurs.
  • this provides a mechanism for providing directed context dependent content and in particular directed advertising, to consumers based on trigger events.
  • the trigger content is associated with the trigger so that the presented content is relevant to the viewer based on any actions they are performing.
  • the content is therefore relevant to the user. This enhances the effectiveness, for example, of advertising.
  • the trigger could, for example, involve the consumer interacting with a product item in a shop.
  • a product item is handled by the user, such as when the item is removed from the shelves in the shop, this could trigger the presentation of advertising associated with the product, thereby encouraging the user to purchase the product.
  • a display in the vicinity of the product item is presenting scheduled advertising. As the user removes the product item from the shelving, appropriate sensors in the shelving detect this, and an advert specific to the respective product item is displayed.
  • Figure 2 shows a network architecture for allowing content to be provided to one or more local venues.
  • the system includes a base station 1 coupled to a number of end stations 3, via communications networks 2, 4, such as the Internet, or one or Local or Wide Area Networks (LANs or WANs).
  • LANs or WANs Local or Wide Area Networks
  • one or more end stations 3 may be provided at a local venue to thereby allow content to be presented.
  • the networks, and connections thereto may be wired or wireless depending on the preferred implementation.
  • the base station I typically includes a processing system 10 coupled to a database 11 as shown.
  • An example of the processing system 10 is shown in Figure 3.
  • the processing system 10 includes a processor 20, a memory 21, an input/output device 22, such as a keyboard and display, or the like, and an external interface 23, coupled together via a bus 24 as shown.
  • the external interface 23 connects the processing system to the database 11 and/or the communications networks 2, 4.
  • the external interface 23 can also be designed for connecting the processing system to one or more sensors 36 shown in figure 4.
  • processing system may be any form of suitable processing system, such as a computer system, computer server, desktop computer, lap-top, specialised hardware, or the like.
  • the end station 3 includes a processor 30, a memory 31, an input/output device 32, such as a keyboard and display, or the like and an external interface 33, coupled together via bus 34.
  • the external interface 34 can be used to connect the end station 3 to the communications networks 2, 4, as well as optionally connecting the end station 3 to one or more displays 35 and/or one or more sensors 36.
  • the end station 3 can present content itself, for example, using the input/output device 32, or can alternatively or additionally use the one or more remote displays 35, which may be for example television monitors, or the like.
  • the one or more sensors 36 detect trigger events.
  • the end station 3 may be any suitable computer system, such as a desktop computer, network server, lap-top, specialised hardware, or the like.
  • the end station 3 may be integrated into a suitable display device, which incorporates features of the end station 3 processing to control the display of content.
  • the base station 1 is adapted to create, or provide, the content for display at the local venue.
  • the content can be then transferred via the communications networks 2, 4, to the end station 3, allowing the end station 3 to control the presentation of the content, either in accordance with a schedule, or based on trigger events detected using the sensors 36.
  • the end station 3 can be designed to create, provide or store some or all of the content for display at the local venue.
  • the base station 1 will also typically operate to control the creation of schedules and define triggers, as well as to invoice advertisers for the presentation of content
  • an operator of the base station 1 determines content details defining the content to be displayed, with the content being optionally created and stored in the database 11, as required, at step 210.
  • Advertisers may, for example, have pre-generated content which they supply to the base station I .
  • the operator of the base station 1 may generate content based on advertiser requirements, which are provided as part of the details of the content to be displayed at step 200. Additionally the details will include information such as the frequency with which the advertiser wishes the information to be displayed, trigger events that are to be used, and any other required information.
  • the operator determines if the content is trigger content from the content details. In the event that the content is not trigger content, the operator determines a priority associated with the content at step 230, and uses this in providing a schedule for controlling the display of the scheduled content at step 240.
  • the priority may be defined by the operator or obtained from the content details determined at step 200.
  • schedules may be created on a periodic basis, to control the scheduling of a number of different content items, or that the system may update existing schedules, to allow new scheduled content to be added to existing schedules. Thus, for example, it will be typical for the base station 1 to create or update schedules periodically, such as each day, week, month or the like, to allow the schedule content to be displayed automatically for a predetermined time period, such as until the schedule is next revised.
  • scheduling is achieved in order to ensure that customer requirements specified in the content details are met and will therefore typically result in the creation of a time list indicating when each content item is to be displayed.
  • a respective schedule may be created for each different end station, or for end stations of certain types.
  • different schedules may be created for bars as opposed to shops.
  • the schedule will also typically include an indication of the priority of the respective content item.
  • the operator defines a trigger associated with the trigger content at step 250.
  • the trigger defined is used to control when the trigger content is displayed arid suitable examples will be described in more detail below.
  • the operator also defines any response actions associated with the trigger content.
  • the response actions can vary depending on the nature of the implementation of the system and the requirements of the advertiser. Thus for example, response actions could include providing discounts on selected products as well as causing the presentation of further trigger content.
  • the response actions may therefore themselves constitute a trigger.
  • a response action may involve terminating display of scheduled content to allow display of alternative scheduled content. Alternatively, it may involve overlaying trigger content over scheduled content.
  • the base station 1 selectively transfers content and control data to the end stations 3.
  • the control data includes any information required to control the presentation of the content, and will therefore typically include schedules and details of trigger events and corresponding response actions.
  • the base station 1 may download the content, schedules and other information to each end station 3 as required.
  • the base station 1 may download content only when new content is added and simply update schedules or lists of trigger events at the end stations 3 as required.
  • the transfer of information may also or alternatively be initiated by the end station 3 using a suitable protocol.
  • the base station 3 may download different content and control data to different end stations 3, based upon the end station 3. This ensures that the end station 3 is able to cause presentation of content that is relevant to the respective venue.
  • the end station 3 receives and stores the content and the control data either in memory 31, in a local database, or the like.
  • the end station 3 determines scheduled content to be displayed using the schedule, before causing the content to be presented on the displays 35 at step 300. This is performed in order, depending on the schedule, and will typically involve having the end station 3 determine the next content item to be displayed, and then download this to the display 35.
  • the displays can be passive displays that simply display the content provided by the end station 3.
  • the end stations 3 may allow content to be downloaded to the display 35, stored in a local cache and presented in accordance with the schedule.
  • the display is effectively an active display that implements some or all of the functionality of the end station 3.
  • the displays are passive, but it will be appreciated that the techniques are equally applicable to active displays.
  • the displays may form part of the end station 3, such that the end station 3 and display 35 are integrated devices.
  • the end station 3 continuously monitors for a trigger event, for example by interpreting signals received from the sensors 36. If a trigger is not detected, the end station 3 will return to step 290 to cause the next content item in the schedule to be displayed, with this process being repeated until a trigger is detected.
  • the end station 3 may also provide details of displayed content to the base station 1, as shown at step 320.
  • This information can be used by the base station 1 in billing and determining feedback regarding the effectiveness of the content display, as will be described
  • the display details may be provided to the base station 1 each time a content item is displayed, although typically this will be performed on a periodic basis, for example at the end of each day, or on the completion of a respective schedule.
  • a trigger is detected at step 310; then the process moves to step 330, with the end station 3 determining trigger content associated with the respective trigger.
  • the trigger will be detected by having the end station 3 receive an appropriate input, either via the I/O device 32, as a signal from one or more other processing systems, or from one of the sensors 36. The nature of the triggers will be described in more detail below.
  • the end station 3 is responsive to the received input to interpret the input and determine the corresponding trigger.
  • the end station 3 can then use the control data to detennine which trigger content should be displayed.
  • the end station 3 then interrupts the display of schedule content at step 340, causing the displays to display the trigger content at step 350.
  • the manner in which this is achieved will depend on the implementation, but may involve for example, transferring the trigger content to the displays 35 to display the trigger content. If the displays are passive displays and simply present content as it is fed by the end station 3, this process will effectively interrupt the feed to the displays, and cause feed of the trigger content. Alternatively, if the data is cached in the display 35, the end station 3 will transfer instructions to the displays 35 causing them to override the presentation of the cached content in favour of alternative cached or feed content.
  • the scheduled content is interrupted with the trigger content being displayed instead.
  • the end station 3 will determine if feedback is provided or is detected, in response to the presentation of the trigger content-
  • the nature of the feedback will depend on the nature of the content and the manner in which it is displayed.
  • the feedback could be in the form of a selection made by the user using the screen.
  • the feedback may be another form of indication such as the purchasing of a product or the like.
  • the end station determines any response actions associated with the feedback and then causes these to be performed at step 380.
  • this could include providing the user with a discount offered as part of the trigger content
  • the response actions will be defined by the base station 1 and transferred to the end station 3 at step 270 above as part of the control data.
  • the feedback may in itself cause further content to be displayed, and therefore constitute a trigger.
  • the main difference between triggers and feedback are however, that feedback is provided in response to presentation of trigger content, and can include a range of response actions greater than simply displaying content.
  • the end station 3 updates the schedule to take into account the fact that display of trigger content will use up time that would have otherwise been used to display scheduled content. Accordingly, removal of content from the schedule is required to ensure that the scheduled content fits within the allotted time span for the schedule.
  • the schedule is generally updated in accordance with the priority of the scheduled content. This allows the schedule to be updated by removing scheduled content that has a low priority, thereby ensuring that high or medium priority content is always displayed. A number of different low priority content items could be available for removal, and the end station 3 can therefore select an appropriate one of these based on a number of factors, such as:
  • the end station will operate to display scheduled content on the basis of the revised schedule by returning to step 300:
  • the end station 3 also may provide details of content displayed and response actions to the base station 1, at step 410. This is typically performed on a periodic basis as described above with respect to step 320.
  • the base station 1 receives details of display content and any associated feedback and uses this to allow various information processing to be performed.
  • This may include for example, generating accounts at step 430.
  • the base station 1 can charge on a per display basis, talcing into account when content items are cancelled from the schedule.
  • a supplier of content may typically ⁇ . request that the content is displayed ten times a day but in the event that this is not achieved, for example due to the display of a large amount of trigger content, then the content supplier will only be charged for the corresponding number of times the advert that was displayed.
  • the base station 1 also operates to perform analysis of the trigger content and any associated feedback, This can be used to determine important information relating to consumer reaction to the presentation of the trigger content, as will be described in more detail below.
  • the above described process allows scheduled content to be displayed as a default, with the scheduled content being interrupted and hence overridden by the display of trigger content, upon the occurrence of a specific trigger event.
  • This can be used to ensure that the trigger content is relevant to the trigger event, and hence is context dependent. This in turn helps maximise the effectiveness of the content presentation.
  • the system can operate to determine feedback allowing an analysis of the effectiveness of the advertising to be performed.
  • the base station I It is possible for the base station I to generate different schedules for use by different end stations or venues. This could be done based on factors, such as:
  • each schedule is also possible to provide a number of different schedules for each venue, with each schedule being used to control the presentation of content on a selected displays.
  • displays within a venue could be provided as groups, with each group- having a respective schedule.
  • trigger content Similar functionality can be provided for trigger content, with different trigger events and different content being defined for different venues, location and/or groups of displays.
  • a trigger is constituted by any detectable action performed by an individual or computer system, and can therefore correspond to a number of activities. This includes, for example, the activation of any switches or other electronic detection systems, as well as purchasing or ordering of products and in the event that unsuitable sensing systems are installed, interaction with product items,
  • triggers includes, but are not limited to, the following: . • Product handling;
  • this can be achieved using a sensing system that is capable of tracking product movement.
  • this could be formed from sensors provided on store shelves that detect when certain products are handled,
  • the sensor will be associated can be associated with a corresponding product, so that the identity of the selected product can be determined dependent on the sensor which is activated.
  • the end station 3 would use details of the sensor to select which trigger content is displayed, thereby allowing content related to the corresponding product to be displayed
  • the senor could be formed from a bar-code scanner.
  • the end station 3 can use the detected bar-code to determine the identity of the product, and hence display corresponding content.
  • the trigger could be having a user send an SMS to a predetermined number.
  • other content such as a static advert in a venue, or scheduled content, can provide details of the SMS number.
  • an indication of this is detected by the end station 3, for example by having the end station 3 coupled to an appropriate phone, or by receiving a message from the phone network. The end station 3 can then use this as a trigger to display the corresponding trigger content.
  • the lift can include a display which is generally presenting random advertising.
  • the schedule advertising can be interrupted allowing an advert specific to the respective company to be presented.
  • the end station 3 when the end station 3 is determining the trigger content to be displayed at step 330, it is necessary for the end station 3 to be able to interpret input. Inputs are interpreted by the end station 3 either from sensors 36, the I/O device 32, or from another processing system. It is also necessary for the end station to determine the trigger content from the control data.
  • control data may define general triggers, such as product handling, and indicate for these triggers the content that should be displayed.
  • the operator of the end station 3 can configure their system to interpret inputs, such as signals from one or more of the sensors 36, as corresponding to a specific product handling event, thereby allowing corresponding trigger content to be determined.
  • an operator at the end station 3 may use a configuration process to define a mapping between certain received sensors signals, or other inputs, and a list of predetermined trigger events supplied by the base station 1.
  • the mapping can be stored locally, and used to interpret inputs/allowing the end station 3 to determine the general trigger event that has occurred. This can then be.used to access the control data and determine the trigger content associated with the respective event.
  • control data can provide information for interpreting the inputs received by the end station 3.
  • control data can be used to identify that a signal from a particular sensor 36 corresponds to a certain trigger, and hence determine the corresponding trigger content.
  • an operator of the end station 3 can configure their sensors 36, and then provide details of the sensor configuration to the base station 1, allowing the base station 1 to generate appropriate control data for the respective sensor configuration.
  • the operator can indicate that a selected one of the sensors 36 detects the movement of a particular product . item.
  • control data that is, for example, specific to a particular end station or venue.
  • the control data will indicate that upon receipt of a signal from the selected sensor 36, a certain item of trigger content relating to the particular product item should be displayed.
  • the base station 1 can provide instructions to the operator of the end station 3 regarding how to configure their system, such as which sensors 36 should be used to detect triggers.
  • different locations can implement standard sensor configurations, thereby allowing common control data to be used in a number of different locations.
  • the type and nature of the trigger content will depend on a number of factors, such as the location of display, the type of product to which it relates and the nature of the trigger. Examples of types of content could include:
  • response action While any form of response action may be implemented by the system the response action will generally be in the form of interaction with the consumer.
  • the interaction can be with the presented trigger content, such as by providing information in response to a request in the trigger content.
  • This may be achieved for example by the use of touch sensitive displays that allow the consumer to select appropriate response options provided by the trigger content. This may include for example questions on the product which if the consumer answers they obtain a discount.
  • the response actions could be instructions to entities operating the respective venue. This could include cause the entity to apply a discount to a purchased product or the like,
  • the end station 3 cart therefore also be coupled to one or more systems to allow one or more response actions to be implemented.
  • the response actions are typically defined as part of the control data. Again, this may be performed in broad terms, with the specific action taken being interpreted by the end station 3. Thus,.for example, the response action may be indicated as providing a discount to the user, ⁇ with the end station 3 including details of how the discount is to be provided, for example, through the use of vouchers or the Iike.
  • the control data may specify how the response, action is to be performed, and it will be appreciated that this will depend on the specific implementation.
  • the analysis performed by the base station 1 will depend on factors such as the nature of the trigger content displayed, the nature of feedback provided and corresponding response actions performed, together with requirements of the advertiser or content supplier.
  • the base station 1 can be used to automatically determine interaction and purchases of products based on the trigger content presented and the performance of any associated response actions.
  • the base station 1 can use information regarding how often a respective piece of trigger content is displayed to determine a level of user interest in the corresponding product. In the event that an associated response action is the provision of a discount on purchasing of the item, then by determining the number of discounts applied, the base station 1 can determine how often consumer interest in the product results in a purchase. This in turn allows the success of advertising to be assessed.
  • each end station 3 provides details of the. location at which the trigger content was displayed, this allows geographical based analysis to be performed, thereby allowing an assessment of how effective advertising is in different locations and different types of venues.
  • the shop has a number of different areas/each of which includes different types of products for ⁇ sale. Within each of these areas, a number of displays 35 are provided that present scheduled content which relates to any products within the store. In this example, the shop also includes a number of sensors 36 that are able to detect various consumer interactions with the different product items,
  • the end station 3 uses the signals to determine that the individual has entered the respective area, and examines corresponding triggers indicated in the control data.
  • the control data indicates that the presence of an individual in the vicinity of the products should cause the display of trigger content relating to those products.
  • the end station 3 uses the action of the individual walking into the area as a trigger to interrupt the presentation of scheduled content on displays within the area and provide corresponding trigger content.
  • the trigger content could be adverts specific to products sold within that area.
  • the trigger advert describes a number of different products provided by a manufacturer and allows the user to select one of the products to obtain more information.
  • the individual selects one of the products utilising the display 35, which in this example is a touch sensitive display.
  • the feedback provided by the individual is detected by the end station 3, which using the control data determines that further trigger content is to be presented based on the selection made by the individual.
  • the trigger content also indicates that if the user purchases the product a discount will be provided.
  • the individual having considered this decides to buy the product and therefore removes an appropriate product item from the store shelving.
  • the removal of the product item from the shelving is again detected by the end station 3, utilising appropriate sensors, such as motion sensors provided on the shelving, thereby causing a discount to be provided.
  • the discount may be provided in a number of ways, such as for example by causing the display 35 to provide a printed voucher, or alternatively by indicating to the merchant that a discount is to be provided to the user.
  • the method can be defined as part of the control data, or may alternatively be determined by the merchant. In any event, the user is then able to purchase the product and obtain the discount.
  • the end station 3 will then generate details of the content displayed confirming not only that trigger content was displayed, but also details of the additional product information selected by the user, and that this resulted in both a sale and the use of a discount This information is provided to the base station 1 and hence to the product manufacturer allowing them to determine the effect of advertising.
  • the bus stop includes a display that is showing scheduled content.
  • One of the adverts in the scheduled content indicates that if the user wishes to enter a competition they can send an SMS to a predetermined number. In this case, the individual sends the SMS, with this being detected by an appropriate end station 3.
  • the end station 3 interprets the SMS as a trigger and uses this to cause corresponding trigger content to be presented on the bus stop display.
  • the trigger content indicates to the individual that if they wish to enter the competition, an SMS including certain details should be sent to a second predetermined number. In this case, the user sends the second SMS with their details to thereby enter the competition.
  • the end station 3 is able to determine the effectiveness of the original advert from the number of times an SMS is received requesting entry into the competition. In addition to this, the end station 3 can determine the effectiveness of the trigger content by how many times the competition is actually entered.
  • the user After entering the competition, the user catches a bus, which includes a number of displays showing scheduled content. In this instance, the displays are also adapted to display trigger content dependent on the bus location.
  • the end station 3 interprets this as a trigger, and causes the display of trigger content relating to respective shops in that location.
  • a trigger content is periodically displayed which is relevant to the current location of the bus.

Abstract

The present invention provides a method of presenting content, the method comprising the steps of determining content including, schedule content, and trigger content, determining control data for controlling the presentation of content, the control data including, a schedule for controlling the presentation of the schedule content and one or more triggers associated with the trigger content, and presenting the scheduled content in accordance with the schedule, monitoring for one or more triggers, and in response to the detection of said triggers presenting the associated trigger content.

Description

CONTENT PRESENTATION
FIELD OF THE INVENTION
The present invention relates to a method and apparatus for presenting content, and in particular to presenting context dependent content in response to one or more triggers.
BACKGROUND OF THE INVENTION
The reference to any prior art in this specification is not, and should not be taken as, an acknowledgment or any form of suggestion that the prior art forms part of the common general knowledge.
Currently, it is known to display content, such as advertising or the like, in a range of different locations or venues, such as pubs, shops, or the like. In one example, this is achieved by presenting dynamic content on a suitable display device, such as a TV screen. In such situations, the presented content is typically predetermined and may therefore be based on a suitable playiist or other schedule.
Thus, in its simplest form, this can be achieved using a DVD, or other suitable media, which includes a sequence of adverts thereon. In this case each of the adverts are then displayed in turn by playing the DVD content. In more complex systems, this can be achieved using a network architecture, with adverts or other content being downloaded to displays based on a schedule. This allows a central resource to control the presentation of the adverts by creating a suitable schedule for selecting which content is presented centrally. This is usually performed on the basis of advertisers requirements, allowing the advertiser.to pay for adverts to be displayed at specific locations in defined time periods.
However, the control of the displayed content is centrally controlled via schedule. Thus, whilst the schedule can be generated to try and maximise the effectiveness of the advertising, the advertising is still pre-set, and may therefore be of little relevance to individuals in the respective Venue, As a result, the content is typically of only limited appeal to consumers, and as a result, only has limited effectiveness. SUMMARY OF THE INVENTION
In a first aspect of the present invention there is provided a method of presenting content, the method comprising the steps of:
(a) determining content including: (i) schedule content; and,
(ii) trigger content;
(b) determining control data for controlling the presentation of content, the control data including:
(i) a schedule for controlling the presentation of the schedule content; and, (ii) one or more triggers associated with the trigger content; and,
(c) presenting the scheduled content in accordance with the schedule;
(d) monitoring for one or more triggers; and,
(e) in response to the detection of said triggers presenting the associated trigger content.
The method preferably further comprises the step of presenting the trigger content on a display.
The step of presenting the trigger content is preferably preceded by the step of interrupting presentation of scheduled content.
The method preferably further comprises, in response to the presentation of trigger content, the step of updating the schedule.
The step of updating the schedule preferably comprises consideration of at least one of:
(a) the relative size of the scheduled content items and the presented trigger content;
(b) the nature of the scheduled content items and the presented trigger content; (c) the content provider or advertiser of the scheduled content items and the presented trigger content; and, (d) the order of the scheduled content items in the schedule.
The method preferably further comprises the step of determining a priority of oηe or more content items from the schedule. The method may further comprise the step of removing one or more content items from the schedule.
The step of monitoring for the trigger preferably comprises the step of detecting signals sensed, by one or more sensors and representing the one or more triggers.
The sensors preferably include at least one oft
(a) a barcode reader;
(b) an electronic input;
(c) a processing system input;
(d) a system for receiving a communications message; (e) a motion sensor for detecting the movement of a product item; and
(f) a positional sensor such as a GPS.
The triggers preferably comprise, for example, information concerning at least one of:
(a) Product handling;
(b) SMS messages;
(c) MMS messages;
(d) Biometric sensing;
(e) RFUD interactions;
(g) GPRS information;
(h) ATM interaction;
(i) Touch screen information; and,
(j) Lift buttons.
The method preferably further comprises the steps of:
(a) determining one or more response actions associated with the trigger content; and (b) generating the control data defining the response actions.
The response actions may, for example, be determined by considering feedback associated with the trigger content.
The one or more response actions are preferably determined from the control data.
The method preferably comprises the step of receiving at least one of the content and the control data from a base station. The method preferably further comprises the steps of:
(a) determining indicating data indicative of the displayed content; and
(b) using the indicating data to determine one or more of:
(i) accounting data representing accounts associated with the presentation of content; and,
(ii) analysis results indicative of an analysis of the indicating data.
The method preferably further comprises the step of transferring the indicating data to a base station to. determine at least one of the accounting data and the analysis results.
The method is preferably performed using a processor. The method is preferably also performed using a display. The display is preferably coupled to the processor.
The method preferably further comprises:
(a) determining the next scheduled content to be displayed; and,
(b) displaying the next scheduled content,
In a second aspect of the present invention there is provided an apparatus for presenting content, the apparatus comprising a processing system for:
(a) determining content including: (i) schedule content; and, (ii) trigger content;
(b) determining control data for controlling the presentation of content, the control data including:
(i) a schedule for controlling the presentation of the schedule content; and, (ii) one or more triggers associated with the trigger content; and,
(c) present the scheduled content in accordance with the schedule;
(d) monitoring for one or more triggers ; and (e) in response to the detection of said triggers, presenting the associated trigger content.
The processing system is preferably arranged to present the trigger content on a display-
In a preferred form of the second aspect of the present invention the processing system is arranged to interrupt presentation of scheduled content before presenting the trigger content. The apparatus preferably further comprises one or more sensors coupled to the processing system for detecting signals representing the one or more triggers. The sensors and triggers are preferably as defined in relation to the first aspect of the present invention.
The apparatus preferably comprises one or more displays. The displays, for example, comprise the processing system or are coupled to the processing system via a communications link.
The apparatus preferably further comprises a base station.
The processing system is preferably coupled to the base station via a communications network. The processing system is preferably arranged to receive at least one of the content and the control data from the base station.
The processing system is preferably also arranged to:
(a) determine indicating data indicative of the displayed content; and
(b) use the indicating data to determine one or more of:
(i) accounting data representing accounts associated with the presentation of content; and,
(ii) analysis results indicative of an analysis of the indicating data.
The apparatus is preferably arranged to transfer the indicating data to a base station to determine at least one of the accounting data and the analysis results. The apparatus preferably further comprises one or more of a processor; and a display.
The apparatus is preferably arranged to perform the method of the first aspect of the present invention.
In a third aspect of the present invention there is provided a method of presenting content, the method comprising the steps of:
(a) determining content including: (i) schedule content; and,
(ii) trigger content;
(b) ' determining control data for controlling the presentation of content, the control data including:
(i) a schedule for controlling the presentation of the schedule content; and, . (ii) one or more triggers associated with the trigger content; and, (c) transferring the content and the control data to one or more end stations to: (i) present the scheduled content in accordance with the schedule: (ii) monitor for one or more triggers; and,
(iii) in response to the detection of a trigger, present the corresponding trigger content.
The method preferably further comprises the step of presenting the trigger content on a display. The step of presenting the trigger content is preferably preceded by the step of interrupting the display of scheduled content.
The step of transferring the content and the control data to one or more end stations preferably comprises the step of transferring the content and control data from a base station.
The method of the third aspect of the present invention preferably further comprises the steps of:
(a) receiving details of the concent to be displayed; and,
(b) using the received details to generate at least one of: (i) the content; and,
(ii) the control data.
The method preferably further comprises the step of:
(a) determining one or more response actions associated with the trigger content; and, (b) generating the control data defining the response actions.
The method preferably further comprises the steps of:
(a) receiving indicating data from the one or more end stations; and,
(b) determining from the indicating data, the displayed content.
The method preferably further comprises the step of using the indicating data to determine at least one of:
(a) accounting data representing accounts associated with the presentation of content; and,
(b) analysis results indicative of an analysis of the indicating data.
The method of the third aspect of the present invention preferably further comprises additional steps defined in relation to the first aspect of the present invention. In a fourth aspect of the present invention there is provided an apparatus for presentating content, the apparatus comprising a base station for:
(a) determining content including: (i) schedule content; and, (ii) trigger content;
(b) determining control data for controlling the presentation of content, the control data including:
(i) a schedule for controlling the presentation of the schedule content; and, (ii) one or more triggers associated with the trigger content; and, (c) transferring the content and.the control data to one or more end stations to:
(i) present the scheduled content in accordance .with the schedule; (ii) monitor for one or more triggers; and,
(iii) in response to the detection of a trigger, presenting the associated trigger content.
The base station is preferably also arranged to present the trigger content on a display.
In a preferred form of the fourth aspect of the present invention the base station is arranged to interrupt the display of scheduled content before displaying the trigger content.
The apparatus of the fourth aspect of the present invention preferably comprises additional features defined in relation to the second aspect of the present invention.
The apparatus of the fourth aspect of the present invention is preferably arranged to perform the method of the first aspect of the present invention.
The scheduled content is preferably interrupted at an appropriate time.
The scheduled content and trigger content could, for example, comprise audio or visual or a combination thereof.
BRIEF DESCRIPTION OF THE FIGURES
An example of the present invention will now be described with reference to the accompanying drawings, in which: -
Figure 1 is a flow chart outlining an example of a process of presenting context dependent content; Figure 2 is a schematic diagram of an example of a distributed architecture for use in presenting context dependent content;
Figure 3 is a schematic diagram of an example of the base station of Figure 2;
Figure 4 is a schematic diagram of an example of one of the end stations of Figure 2;
Figures 5A to 5C are a flow chart of an example of the process for presenting context dependent content.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS
An example of a process for providing context dependent content will now be described with reference to Figure 1.
In particular, at step 100 content to be displayed is determined. The content will typically include:
• scheduled content, which is generally predetermined non interactive content such as television adverts, or the like; and,
• trigger content, which is to be displayed to a consumer in certain context, such as in the event that a certain trigger is detected.
The content may be determined in a number of different manners, depending on the implementation of the system, and may include for example receiving content from content providers, or advertisers, creating the content, or the like.
At step 110 a schedule is determined for displaying the scheduled content. The schedule is used to control the time at which the scheduled content is presented and may be as simple as a list of the scheduled content that is to be displayed. Thus, for example, this could be in the form of a play list of television adverts, or the like, with each advert on the list being presented in turn following the conclusion of a previous advert. Again, the manner in which the schedule is determined will depend on the circumstances involved, and may involve receiving a predetermined schedule from a content supplier, Or generating a schedule using appropriate scheduling algorithms. At step 120, triggers associated with the trigger content are determined. The triggers are used to determine a context, and then cause the presentation of suitable content, as will be described in more detail below. Thus, for example, the context could be the ordering of a specific product, with this being detected via the use of a trigger associated with the ordering methodology. In this case, this can be used to trigger the presentation of content relating to the specific product in question.
At step 130, the process involves presenting scheduled content in accordance with the schedule. This is a standard process that allows content to be displayed in a venue or other location. In this case, whilst the content may be tailored to the environment in which it is presented, it will still tend to be generic content which is not context specific.
During this process, monitoring is performed to detect a trigger event. Examples of trigger events and their detection will depend on the circumstances in which the system is used, and the triggers determined at step 120, as will be described in more detail below.
Following the detection of a trigger at step 140, the presentation of the scheduled content is interrupted, thereby allowing the corresponding trigger content to be displayed at step 150. In this instance, by selecting the trigger content based on the type of trigger, this allows the content to be specifically directed to the context in which the trigger occurs. Once presentation of the trigger content is completed, this allows the process to return to step 130, to present further scheduled content in accordance with the schedule, and to continue monitoring for further triggers.
It will be appreciated that this provides a mechanism for providing directed context dependent content and in particular directed advertising, to consumers based on trigger events. The trigger content is associated with the trigger so that the presented content is relevant to the viewer based on any actions they are performing. The content is therefore relevant to the user. This enhances the effectiveness, for example, of advertising.
The trigger could, for example, involve the consumer interacting with a product item in a shop. When the product item is handled by the user, such as when the item is removed from the shelves in the shop, this could trigger the presentation of advertising associated with the product, thereby encouraging the user to purchase the product. In this example, when the user approaches a shelf in a shop, a display in the vicinity of the product item is presenting scheduled advertising. As the user removes the product item from the shelving, appropriate sensors in the shelving detect this, and an advert specific to the respective product item is displayed.
Additional examples of trigger scenarios will be discussed in further detail below.
An example of apparatus suitable for implementing the invention will now be described with reference to Figures 2 to 4.
In particular, Figure 2 shows a network architecture for allowing content to be provided to one or more local venues. In this example the system includes a base station 1 coupled to a number of end stations 3, via communications networks 2, 4, such as the Internet, or one or Local or Wide Area Networks (LANs or WANs). In general, one or more end stations 3 may be provided at a local venue to thereby allow content to be presented. The networks, and connections thereto may be wired or wireless depending on the preferred implementation.
The base station I typically includes a processing system 10 coupled to a database 11 as shown. An example of the processing system 10 is shown in Figure 3. In this example, the processing system 10 includes a processor 20, a memory 21, an input/output device 22, such as a keyboard and display, or the like, and an external interface 23, coupled together via a bus 24 as shown. The external interface 23 connects the processing system to the database 11 and/or the communications networks 2, 4. The external interface 23 can also be designed for connecting the processing system to one or more sensors 36 shown in figure 4.
It will be appreciated that the processing system may be any form of suitable processing system, such as a computer system, computer server, desktop computer, lap-top, specialised hardware, or the like.
An example end station 3 is shown in Figure 4. The end station 3 includes a processor 30, a memory 31, an input/output device 32, such as a keyboard and display, or the like and an external interface 33, coupled together via bus 34. The external interface 34 can be used to connect the end station 3 to the communications networks 2, 4, as well as optionally connecting the end station 3 to one or more displays 35 and/or one or more sensors 36.
In use, the end station 3 can present content itself, for example, using the input/output device 32, or can alternatively or additionally use the one or more remote displays 35, which may be for example television monitors, or the like. The one or more sensors 36 detect trigger events. Accordingly, the end station 3 may be any suitable computer system, such as a desktop computer, network server, lap-top, specialised hardware, or the like. Alternatively, the end station 3 may be integrated into a suitable display device, which incorporates features of the end station 3 processing to control the display of content.
The base station 1 is adapted to create, or provide, the content for display at the local venue. The content can be then transferred via the communications networks 2, 4, to the end station 3, allowing the end station 3 to control the presentation of the content, either in accordance with a schedule, or based on trigger events detected using the sensors 36.
Alternatively, the end station 3 can be designed to create, provide or store some or all of the content for display at the local venue.
In addition to this, the base station 1 will also typically operate to control the creation of schedules and define triggers, as well as to invoice advertisers for the presentation of content
An example of the manner in which this may be achieved will now be described with reference to Figures 5A to 5C.
At step 200 an operator of the base station 1 determines content details defining the content to be displayed, with the content being optionally created and stored in the database 11, as required, at step 210.
These steps may be achieved in a number of ways and will depend on factors including, for example, nature of the content to be presented and the entity requesting the content presentation. Advertisers may, for example, have pre-generated content which they supply to the base station I . Alternatively the operator of the base station 1 may generate content based on advertiser requirements, which are provided as part of the details of the content to be displayed at step 200. Additionally the details will include information such as the frequency with which the advertiser wishes the information to be displayed, trigger events that are to be used, and any other required information.
At step 220 the operator determines if the content is trigger content from the content details. In the event that the content is not trigger content, the operator determines a priority associated with the content at step 230, and uses this in providing a schedule for controlling the display of the scheduled content at step 240. The priority may be defined by the operator or obtained from the content details determined at step 200. It will be appreciated that schedules may be created on a periodic basis, to control the scheduling of a number of different content items, or that the system may update existing schedules, to allow new scheduled content to be added to existing schedules. Thus, for example, it will be typical for the base station 1 to create or update schedules periodically, such as each day, week, month or the like, to allow the schedule content to be displayed automatically for a predetermined time period, such as until the schedule is next revised.
The manner in which scheduling is achieved will depend on the particular implementation of the system and will typically utilise known scheduling algorithms. The scheduling is performed in order to ensure that customer requirements specified in the content details are met and will therefore typically result in the creation of a time list indicating when each content item is to be displayed.
Furthermore, as it may be desirable to display different content for different end stations, it is typical for a respective schedule to be created for each different end station, or for end stations of certain types. Thus, for example, different schedules may be created for bars as opposed to shops.
The schedule will also typically include an indication of the priority of the respective content item.
In the event that content is trigger content, then the operator defines a trigger associated with the trigger content at step 250. The trigger defined is used to control when the trigger content is displayed arid suitable examples will be described in more detail below.
At step 260 the operator also defines any response actions associated with the trigger content. The response actions can vary depending on the nature of the implementation of the system and the requirements of the advertiser. Thus for example, response actions could include providing discounts on selected products as well as causing the presentation of further trigger content. The response actions may therefore themselves constitute a trigger. For example, a response action may involve terminating display of scheduled content to allow display of alternative scheduled content. Alternatively, it may involve overlaying trigger content over scheduled content.
At step 270 the base station 1 selectively transfers content and control data to the end stations 3. The control data includes any information required to control the presentation of the content, and will therefore typically include schedules and details of trigger events and corresponding response actions.
It will be appreciated that this may be performed in a variety of manners, depending on the implementation. For example, at the start of each day the base station 1 may download the content, schedules and other information to each end station 3 as required. Alternatively, the base station 1 may download content only when new content is added and simply update schedules or lists of trigger events at the end stations 3 as required. The transfer of information may also or alternatively be initiated by the end station 3 using a suitable protocol.,
Additionally, the base station 3 may download different content and control data to different end stations 3, based upon the end station 3. This ensures that the end station 3 is able to cause presentation of content that is relevant to the respective venue.
At step 280 the end station 3 receives and stores the content and the control data either in memory 31, in a local database, or the like.
At step 290 the end station 3 determines scheduled content to be displayed using the schedule, before causing the content to be presented on the displays 35 at step 300. This is performed in order, depending on the schedule, and will typically involve having the end station 3 determine the next content item to be displayed, and then download this to the display 35.
The displays can be passive displays that simply display the content provided by the end station 3. Alternatively, the end stations 3 may allow content to be downloaded to the display 35, stored in a local cache and presented in accordance with the schedule. In this alternative form the display is effectively an active display that implements some or all of the functionality of the end station 3. For the purpose of explanation only, it will be assumed that the displays are passive, but it will be appreciated that the techniques are equally applicable to active displays. Additionally, or alternatively the displays may form part of the end station 3, such that the end station 3 and display 35 are integrated devices.
During this process the end station 3 continuously monitors for a trigger event, for example by interpreting signals received from the sensors 36. If a trigger is not detected, the end station 3 will return to step 290 to cause the next content item in the schedule to be displayed, with this process being repeated until a trigger is detected.
Optionally, the end station 3 may also provide details of displayed content to the base station 1, as shown at step 320. This information can be used by the base station 1 in billing and determining feedback regarding the effectiveness of the content display, as will be described |n more detail below with respect to step 430. It will be appreciated that the display details may be provided to the base station 1 each time a content item is displayed, although typically this will be performed on a periodic basis, for example at the end of each day, or on the completion of a respective schedule.
In the event that a trigger is detected at step 310; then the process moves to step 330, with the end station 3 determining trigger content associated with the respective trigger. The trigger will be detected by having the end station 3 receive an appropriate input, either via the I/O device 32, as a signal from one or more other processing systems, or from one of the sensors 36. The nature of the triggers will be described in more detail below. The end station 3 is responsive to the received input to interpret the input and determine the corresponding trigger. The end station 3 can then use the control data to detennine which trigger content should be displayed. The end station 3 then interrupts the display of schedule content at step 340, causing the displays to display the trigger content at step 350.
The manner in which this is achieved will depend on the implementation, but may involve for example, transferring the trigger content to the displays 35 to display the trigger content. If the displays are passive displays and simply present content as it is fed by the end station 3, this process will effectively interrupt the feed to the displays, and cause feed of the trigger content. Alternatively, if the data is cached in the display 35, the end station 3 will transfer instructions to the displays 35 causing them to override the presentation of the cached content in favour of alternative cached or feed content.
In any event, the scheduled content is interrupted with the trigger content being displayed instead.
At step 360 the end station 3 will determine if feedback is provided or is detected, in response to the presentation of the trigger content- The nature of the feedback will depend on the nature of the content and the manner in which it is displayed. Thus, for example, i f the displays are touch sensitive screens, then the feedback could be in the form of a selection made by the user using the screen. Alternatively the feedback may be another form of indication such as the purchasing of a product or the like.
At step 370 the end station determines any response actions associated with the feedback and then causes these to be performed at step 380. Thus, for example, this could include providing the user with a discount offered as part of the trigger content The response actions will be defined by the base station 1 and transferred to the end station 3 at step 270 above as part of the control data.
It will be appreciated that the feedback may in itself cause further content to be displayed, and therefore constitute a trigger. The main difference between triggers and feedback are however, that feedback is provided in response to presentation of trigger content, and can include a range of response actions greater than simply displaying content.
At step 390 the end station 3 updates the schedule to take into account the fact that display of trigger content will use up time that would have otherwise been used to display scheduled content. Accordingly, removal of content from the schedule is required to ensure that the scheduled content fits within the allotted time span for the schedule.
The schedule is generally updated in accordance with the priority of the scheduled content. This allows the schedule to be updated by removing scheduled content that has a low priority, thereby ensuring that high or medium priority content is always displayed. A number of different low priority content items could be available for removal, and the end station 3 can therefore select an appropriate one of these based on a number of factors, such as:
• the relative size of the scheduled content items and the presented trigger content;
• the nature of the scheduled content items and the presented trigger content; • the content provider or advertiser of the scheduled content items and the presented trigger content; and,
• the order of the scheduled content items in the schedule.
The manner in which this is achieved will be controlled in accordance with a suitable algorithm executed by the end station 3. It will also be appreciated that priority based alteration of the schedule is not required, and that the schedule may be altered based on any one of a number of factors. However, priority based schedule modification is particularly advantageous as it can help ensure advertisers requirements are met.
At step 400 the end station will operate to display scheduled content on the basis of the revised schedule by returning to step 300: The end station 3 also may provide details of content displayed and response actions to the base station 1, at step 410. This is typically performed on a periodic basis as described above with respect to step 320.
At step 420 the base station 1 receives details of display content and any associated feedback and uses this to allow various information processing to be performed.
This may include for example, generating accounts at step 430. In this case, as the base station is aware of the number of times each scheduled content item and each trigger content item is displayed, the base station 1 can charge on a per display basis, talcing into account when content items are cancelled from the schedule. Thus, a supplier of content may typically ■ . request that the content is displayed ten times a day but in the event that this is not achieved, for example due to the display of a large amount of trigger content, then the content supplier will only be charged for the corresponding number of times the advert that was displayed.
At step 440 the base station 1 also operates to perform analysis of the trigger content and any associated feedback, This can be used to determine important information relating to consumer reaction to the presentation of the trigger content, as will be described in more detail below.
Accordingly, the above described process allows scheduled content to be displayed as a default, with the scheduled content being interrupted and hence overridden by the display of trigger content, upon the occurrence of a specific trigger event. This can be used to ensure that the trigger content is relevant to the trigger event, and hence is context dependent. This in turn helps maximise the effectiveness of the content presentation.
In addition to this, the system can operate to determine feedback allowing an analysis of the effectiveness of the advertising to be performed.
Additional features and variations to the above mentioned example will now be described. Location/Veriue/Displ ay Dependency
It is possible for the base station I to generate different schedules for use by different end stations or venues. This could be done based on factors, such as:
• the type of venue; • the geographical location of the venue;
• preferences of the advertisers; and,
• preferences of venue operators.
However, in addition to this, it is also possible to provide a number of different schedules for each venue, with each schedule being used to control the presentation of content on a selected displays. Thus, for example, displays within a venue could be provided as groups, with each group- having a respective schedule.
Similar functionality can be provided for trigger content, with different trigger events and different content being defined for different venues, location and/or groups of displays.
Triggers
A trigger is constituted by any detectable action performed by an individual or computer system, and can therefore correspond to a number of activities. This includes, for example, the activation of any switches or other electronic detection systems, as well as purchasing or ordering of products and in the event that unsuitable sensing systems are installed, interaction with product items,
The types of triggers which may be provided includes, but are not limited to, the following: . • Product handling;
• SMS messages;
• MMS messages;
• Biometric sensing; • RFID interactions;
• GPRS information;
• ATM interaction;
• Touch screen information;
• Motion sensing; ♦ Product purchasing;
♦ GPS information;
• . Location information; and,
• Lift buttons,
In the case of product handling, this can be achieved using a sensing system that is capable of tracking product movement. Thus, this could be formed from sensors provided on store shelves that detect when certain products are handled, In this case, the sensor will be associated can be associated with a corresponding product, so that the identity of the selected product can be determined dependent on the sensor which is activated. In this case, the end station 3 would use details of the sensor to select which trigger content is displayed, thereby allowing content related to the corresponding product to be displayed
In a similar manner, the sensor could be formed from a bar-code scanner. In this instance, when the product is scanned, such as in cases where a consumer is scanning a product to determine its price, the end station 3 can use the detected bar-code to determine the identity of the product, and hence display corresponding content.
In the case of interactive systems such as MMS and SMS, the trigger could be having a user send an SMS to a predetermined number. In this instance, other content, such as a static advert in a venue, or scheduled content, can provide details of the SMS number. When the user sends an SMS, an indication of this is detected by the end station 3, for example by having the end station 3 coupled to an appropriate phone, or by receiving a message from the phone network. The end station 3 can then use this as a trigger to display the corresponding trigger content.
In the case of lift selection buttons, this can be used to present content relating to the floor selected by the user. Thus, in an office block the lift can include a display which is generally presenting random advertising. In the event that a user selects a particular floor corresponding to a certain company, the schedule advertising can be interrupted allowing an advert specific to the respective company to be presented.
It will be appreciated that when the end station 3 is determining the trigger content to be displayed at step 330, it is necessary for the end station 3 to be able to interpret input. Inputs are interpreted by the end station 3 either from sensors 36, the I/O device 32, or from another processing system. It is also necessary for the end station to determine the trigger content from the control data.
In this regard, the control data may define general triggers, such as product handling, and indicate for these triggers the content that should be displayed. In this case, the operator of the end station 3 can configure their system to interpret inputs, such as signals from one or more of the sensors 36, as corresponding to a specific product handling event, thereby allowing corresponding trigger content to be determined.
Thus for example, an operator at the end station 3 may use a configuration process to define a mapping between certain received sensors signals, or other inputs, and a list of predetermined trigger events supplied by the base station 1. In this instance,' the mapping can be stored locally, and used to interpret inputs/allowing the end station 3 to determine the general trigger event that has occurred. This can then be.used to access the control data and determine the trigger content associated with the respective event.
Alternatively, and/or additionally, the control data can provide information for interpreting the inputs received by the end station 3. Thus, the control data can be used to identify that a signal from a particular sensor 36 corresponds to a certain trigger, and hence determine the corresponding trigger content.
It will be appreciated that to achieve this requires knowledge of the inputs that will be received by the end station 3, such as details of the sensor configuration at the location in which the end station 3 is provided. This can be achieved in a number of ways.
Thus, for example, an operator of the end station 3 can configure their sensors 36, and then provide details of the sensor configuration to the base station 1, allowing the base station 1 to generate appropriate control data for the respective sensor configuration. Thus, the operator can indicate that a selected one of the sensors 36 detects the movement of a particular product . item.
This allows the base station 1 to generate control data that is, for example, specific to a particular end station or venue. Thus the control data will indicate that upon receipt of a signal from the selected sensor 36, a certain item of trigger content relating to the particular product item should be displayed. Alternatively, the base station 1 can provide instructions to the operator of the end station 3 regarding how to configure their system, such as which sensors 36 should be used to detect triggers. In this case, different locations can implement standard sensor configurations, thereby allowing common control data to be used in a number of different locations.
It will be appreciated that other suitable techniques for interpreting inputs may also be used, and that typically a number of different approaches may be used in conjunction.
Trigger Content
The type and nature of the trigger content will depend on a number of factors, such as the location of display, the type of product to which it relates and the nature of the trigger. Examples of types of content could include:
• Adverts;
• Discount offers;
• Product information;
• Infoπiercials; • Offers;
• Data entry screens;
• Feedback forms; and,
• Vouchers, either printed or couponless.
Response Actions
While any form of response action may be implemented by the system the response action will generally be in the form of interaction with the consumer. The interaction can be with the presented trigger content, such as by providing information in response to a request in the trigger content.
This may be achieved for example by the use of touch sensitive displays that allow the consumer to select appropriate response options provided by the trigger content. This may include for example questions on the product which if the consumer answers they obtain a discount.
Alternatively, the response actions could be instructions to entities operating the respective venue. This could include cause the entity to apply a discount to a purchased product or the like, In this instance the end station 3 cart therefore also be coupled to one or more systems to allow one or more response actions to be implemented.
The response actions are typically defined as part of the control data. Again, this may be performed in broad terms, with the specific action taken being interpreted by the end station 3. Thus,.for example, the response action may be indicated as providing a discount to the user, with the end station 3 including details of how the discount is to be provided, for example, through the use of vouchers or the Iike. Alternatively, or additionally, the control data may specify how the response, action is to be performed, and it will be appreciated that this will depend on the specific implementation.
Feedback Analysis .
The analysis performed by the base station 1 will depend on factors such as the nature of the trigger content displayed, the nature of feedback provided and corresponding response actions performed, together with requirements of the advertiser or content supplier.
Thus, in the case of product advertising it is typical for advertisers to want feedback on how well the advertising is working and whether this is resulting in the purchase of items. In this instance the base station 1 can be used to automatically determine interaction and purchases of products based on the trigger content presented and the performance of any associated response actions.
For example, if content is triggered upon handling of a product item, the base station 1 can use information regarding how often a respective piece of trigger content is displayed to determine a level of user interest in the corresponding product. In the event that an associated response action is the provision of a discount on purchasing of the item, then by determining the number of discounts applied, the base station 1 can determine how often consumer interest in the product results in a purchase. This in turn allows the success of advertising to be assessed.
The data is therefore analysed using appropriate statistical analysis, as will be appreciated by persons skilled in the art.
Furthermore, by having each end station 3 provide details of the. location at which the trigger content was displayed, this allows geographical based analysis to be performed, thereby allowing an assessment of how effective advertising is in different locations and different types of venues.
Specific Example
A specific example of the process, particularly focusing on the consumer perspective, will now be described.
In this instance an individual enters a shop with the intention of purchasing a product. The shop has a number of different areas/each of which includes different types of products for ■ sale. Within each of these areas, a number of displays 35 are provided that present scheduled content which relates to any products within the store. In this example, the shop also includes a number of sensors 36 that are able to detect various consumer interactions with the different product items,
In this example, as the individual walks into ati area, this is detected by a motion sensor 36, which generates appropriate signals transferring these to the end station 3. The end station 3 uses the signals to determine that the individual has entered the respective area, and examines corresponding triggers indicated in the control data. In this case, the control data indicates that the presence of an individual in the vicinity of the products should cause the display of trigger content relating to those products.
Accordingly, the end station 3 uses the action of the individual walking into the area as a trigger to interrupt the presentation of scheduled content on displays within the area and provide corresponding trigger content. In this case, the trigger content could be adverts specific to products sold within that area.
In this instance the individuals attention is drawn to one of the trigger content adverts. The trigger advert describes a number of different products provided by a manufacturer and allows the user to select one of the products to obtain more information. In this instance the individual selects one of the products utilising the display 35, which in this example is a touch sensitive display. The feedback provided by the individual is detected by the end station 3, which using the control data determines that further trigger content is to be presented based on the selection made by the individual.
In this instance, the trigger content also indicates that if the user purchases the product a discount will be provided. The individual having considered this decides to buy the product and therefore removes an appropriate product item from the store shelving. The removal of the product item from the shelving is again detected by the end station 3, utilising appropriate sensors, such as motion sensors provided on the shelving, thereby causing a discount to be provided. The discount may be provided in a number of ways, such as for example by causing the display 35 to provide a printed voucher, or alternatively by indicating to the merchant that a discount is to be provided to the user. The method can be defined as part of the control data, or may alternatively be determined by the merchant. In any event, the user is then able to purchase the product and obtain the discount.
At the end of this process the end station 3 will then generate details of the content displayed confirming not only that trigger content was displayed, but also details of the additional product information selected by the user, and that this resulted in both a sale and the use of a discount This information is provided to the base station 1 and hence to the product manufacturer allowing them to determine the effect of advertising.
Upon exiting the shop the individual catches a bus. The bus stop includes a display that is showing scheduled content. One of the adverts in the scheduled content indicates that if the user wishes to enter a competition they can send an SMS to a predetermined number. In this case, the individual sends the SMS, with this being detected by an appropriate end station 3.
The end station 3 interprets the SMS as a trigger and uses this to cause corresponding trigger content to be presented on the bus stop display. The trigger content indicates to the individual that if they wish to enter the competition, an SMS including certain details should be sent to a second predetermined number. In this case, the user sends the second SMS with their details to thereby enter the competition.
In this case, the end station 3 is able to determine the effectiveness of the original advert from the number of times an SMS is received requesting entry into the competition. In addition to this, the end station 3 can determine the effectiveness of the trigger content by how many times the competition is actually entered.
After entering the competition, the user catches a bus, which includes a number of displays showing scheduled content. In this instance, the displays are also adapted to display trigger content dependent on the bus location. Thus, as the bus passes along a certain street, GPS information from the bus is provided to an end station 3. When a certain predetermined location is reached, the end station 3 interprets this as a trigger, and causes the display of trigger content relating to respective shops in that location. Thus, as the individual is sitting on the bus a trigger content is periodically displayed which is relevant to the current location of the bus.
It will be appreciated that in the case of the bus, because the time at which a bus will be in a specific location is not absolutely determinable, for example due to traffic constraints, or the like, any scheduling of content cannot accurately present information corresponding to a respective location. However, by incorporating a GPS sensor on the bus and using this as a trigger, standard schedule content can be interrupted to present trigger content at an appropriate time. Thus, the user is presented with adverts corresponding to shops in the local vicinity. . .
It will be appreciated from this that a wide range of different trigger scenarios can be encompassed by the above-mentioned process.
It will be appreciated by persons skilled in the art that numerous variations and/or modifications may be made to the invention as shown in the specific embodiments without departing from the spirit or scope of the invention as broadly described, The present embodiments are, therefore, to be considered in all respects as illustrative and not restrictive.

Claims

1. A method of presenting content, the method comprising the steps of: (k) determining content including:
(i) schedule content; and, (ii) trigger content;
(1) determining control data for controlϋiiig the presentation of content, the control data including:
(i) a schedule for controlling the presentation of the schedule content; and,
(ii) one or more triggers associated with the trigger content; and, (m) presenting the scheduled content in accordance with the schedule;
(n) monitoring for one or more triggers; and, (o) in response to the detection of said triggers presenting the associated trigger content.
2. A method as claimed in claim 1 further comprising the step of presenting the trigger content on a display,
3. A method as claimed in claim 2 wherein the step of presenting the trigger content is preceded by the step of interrupting presentation of scheduled content.
4. A method as claimed in any one of the preceding claims further comprising, in response to the presentation of trigger content, the step of updating the schedule,
5, A method as claimed in claim 4 wherein the step of updating the schedule comprises consideration of at least one of;
(a) the relative size of the scheduled content items and the presented trigger content;
(b) the nature of the scheduled content items and the presented trigger content; (c) the content provider or advertiser of the scheduled content items; and the presented trigger content; and, (d) the order of the scheduled content items in the schedule.
6. A method as claimed in any one of the preceding claims further comprising the step of determining a priority of one or more content items from the schedule.
7. A method as claimed in claim 6 further comprising the step of removing one or more content items from the schedule.
8, A method as claimed in any one of the preceding claims wherein the step of monitoring for the trigger comprises the step of detecting signals sensed by one or more sensors and representing the one or more triggers.
9. A method as claimed in claim 8 wherein the sensors include at least one of:
(a) a barcode reader; (b) an electronic input;
(c) a processing system input;
(d) a system for receiving a communications message;
(e) a motion sensor for detecting the movement of a product item; and (p) a positional sensor such as a GPS.
10. A method as claimed in any one of the preceding claims wherein the triggers comprise information concerning at least one of:
(a) Product handling;
(b) SMS messages;
(c) MMS messages; (d) Eiometric sensing;
(e) RHD interactions;
(q) GPRS information;
(r) ATM interaction;
(s) Touch screen information; and, (t) Lift buttons.
H . A method as claimed in any one of the preceding claims further comprising the steps of:
(a) determining one or more response actions associated with the trigger content; and, (b) generating the control data defining the response actions.
12. A method as claimed iπ claim 11 wherein response actions are determined By considering feedback associated with the trigger content.
13. A method as claimed in any one of the preceding claims comprising the step of receiving at least one of the content and the control data from a base station.
14. . A method as claimed in any one of the preceding claims further comprising the steps of:
(a) determining indicating data indicative of the displayed content; and
(b) using the indicating data to determine one or more of:
(i) accounting data representing accounts associated with the presentation of content; and,
(ii) analysis results indicative of an analysis of the indicating data.
15. A method as claimed in claim 14 further comprising the step of transferring the indicating data to a base station to determine at least one of the accounting data and the analysis results.
16. A method as claimed in any one of the preceding claims performed using a processor.
17. A method as claimed in claim 16 also performed using a display.
18. A method as claimed in any one of the preceding claims further comprising:
(a) determining the next scheduled content to be displayed; and,
(b) displaying the next schedul ed content.
19. An apparatus for presenting content, the apparatus comprising a processing system for:
(a) determining content including: (i) schedule content; and, (ii) trigger content; (b) determining control data for controlling the presentation of content, the control data including:
(i) a schedule for controlling the presentation of the schedule content; and, (ii) one or more triggers associated with the trigger content; and,
(c) present the scheduled content in accordance with the schedule; (d) monitoring for one or more triggers; and (e) in response to the detection of said triggers, presenting the associated trigger " content.
20. An apparatus as claimed in claim 19 wherein the processing system is arranged to present the trigger content on a display.
21. An apparatus as claimed in claim 19 or 20 wherein the processing system is arranged to interrupt presentation of scheduled content before presenting the trigger content.
22. An apparatus as claimed in any one of claims 19 to 21 further comprising one or more sensors coupled to the processing system for detecting signals representing the one'or more triggers.'
23. An apparatus as claimed in any one of claims 19 to 22 further comprising one or more displays.
24. An apparatus as claimed in any one of claims 19 to 23 further comprising a base station.
25. An apparatus as claimed in claim 24 wherein the processing system is coupled to the base station via a communications network.
26. An apparatus as claimed in claim 24 or claim 25 wherein the processing system is arranged to receive at least one of the content and the control data from the base station.
27. An apparatus as claimed in any one of claims 19 to 26 wherein the processing system js.also arranged to: (a) determine indicating data indicative of the displayed content; and
(b) use the indicating data to determine one or more of:
(i) accounting data representing accounts associated with the presentation of content; and, (ii) analysis results indicative of an analysis of the indicating data.
28. An apparatus as claimed in claim 27 arranged to transfer the indicating data to a base station to determine at least one of the accounting data and the analysis results.
29. An apparatus as claimed in any one of claims 19 to 28 further comprising one or more of a processor; and a display.
30. An apparatus as claimed in any one of claims 19 to 29 arranged to perform the method of any one of claims 1 to 18.
31. A method of presenting content, the method comprising the steps of:
(a) determining content including: (i) schedule content; and,
(ii) trigger content;
(b) determining control data for controlling the presentation of content, the control data including:
(i) a schedule for controlling the presentation of the schedule content; and, (ii) one or more triggers associated with the trigger content; and,
(c) transferring the content and the control data to one or more end stations to: (i) present the scheduled content in accordance with the schedule:
(ii) monitor for one or more triggers; and,
(ϋi) in response to the detection of a trigger, present the corresponding trigger content.
32. A method as claimed in claim 31 further comprising the step of presenting the trigger content on a display.
33. A method, as claimed in claim 32 wherein the step of presenting the trigger content is preceded by the step of interrupting the display of scheduled content.
34. A method as claimed in any one of claims 31 to 33 wherein the step of transferring the content and the control data to one or more end stations comprises the step of transferring the content and control data from a base station.
35. A method as claimed in any one of claims 31 to 34 further comprising the steps of: (a) receiving details of the content to be displayed; and, (b) using the received details to generate at least one of:
(i) the content; and, (ii) the control data.
36. A method as claimed in any one of claims 31 to 35 further comprising the step of: (a) determining one or more response actions associated with the trigger content; and, (b) generating the control data defining the response actions.
37. A method as claimed in any one of claims 31 to 36 further comprising the steps of:
(a) receiving indicating data from the one or more end stations; and,
(b) determining from the indicating data, the displayed content.
38. A method as claimed in claim 37 further comprising the step of using the indicating data to determine at least one of:
(a) accounting data representing accounts associated with the presentation of content; and,
(b) analysis results indicative of an analysis of the indicating data.
39. A method as claimed in any one of claims 31 to 38 further comprising additional steps defined in relation to the method of any one of claims 1 to 18.
40. An apparatus for presentating content, the apparatus comprising a base station for:
(a) determining content including: (i) schedule content; and, (H) trigger content;
(b) determining control data for controlling the presentation of content, the control data including:
(i) a schedule for controlling the presentation of the schedule content; and, (ii) one or more triggers associated with the trigger content; and, (c) transferring the content and the control data to one or more end stations to:
(i) present the scheduled content in accordance with the schedule; (ii) monitor for one or more triggers; and,
(iϋ) in response to the detection of a trigger, presenting the associated trigger content.
41. An apparatus as claimed in claim 40 wherein the base station is also arranged to present the trigger content on a display.
42, An apparatus as claimed in claim 40 or claim 41 wherein the base station is arranged to interrupt the display of scheduled content before displaying the trigger content.
43. An apparatus as claimed in any one of the claims 40 to 42 further comprising additional features defined in relation to any one of claims 19 to 30. 44 An apparatus as claimed in claims 40 to 43 arranged to perform the method of any one of claims I to 18.
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