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WO2001011507A1 - Procede permettant de faire passer des messages publicitaires sur des dispositifs de radiocommunication - Google Patents

Procede permettant de faire passer des messages publicitaires sur des dispositifs de radiocommunication Download PDF

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Publication number
WO2001011507A1
WO2001011507A1 PCT/US2000/019569 US0019569W WO0111507A1 WO 2001011507 A1 WO2001011507 A1 WO 2001011507A1 US 0019569 W US0019569 W US 0019569W WO 0111507 A1 WO0111507 A1 WO 0111507A1
Authority
WO
WIPO (PCT)
Prior art keywords
message
user
advertiser
advertising
personal information
Prior art date
Application number
PCT/US2000/019569
Other languages
English (en)
Inventor
Robert M. Unnold
Jeffrey N. Klein
Michael S. Forbes
Original Assignee
I3 Mobile, Inc.
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
Application filed by I3 Mobile, Inc. filed Critical I3 Mobile, Inc.
Priority to AU66067/00A priority Critical patent/AU6606700A/en
Publication of WO2001011507A1 publication Critical patent/WO2001011507A1/fr

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00—Network arrangements or protocols for supporting network services or applications
    • H04L67/01—Protocols
    • H04L67/04—Protocols specially adapted for terminals or networks with limited capabilities; specially adapted for terminal portability
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00—Network arrangements or protocols for supporting network services or applications
    • H04L67/2866—Architectures; Arrangements
    • H04L67/30—Profiles
    • H04L67/303—Terminal profiles
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00—Network arrangements or protocols for supporting network services or applications
    • H04L67/2866—Architectures; Arrangements
    • H04L67/30—Profiles
    • H04L67/306—User profiles
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00—Network arrangements or protocols for supporting network services or applications
    • H04L67/50—Network services
    • H04L67/52—Network services specially adapted for the location of the user terminal
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00—Network arrangements or protocols for supporting network services or applications
    • H04L67/50—Network services
    • H04L67/55—Push-based network services
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00—Network arrangements or protocols for supporting network services or applications
    • H04L67/50—Network services
    • H04L67/56—Provisioning of proxy services
    • H04L67/561—Adding application-functional data or data for application control, e.g. adding metadata
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L69/00—Network arrangements, protocols or services independent of the application payload and not provided for in the other groups of this subclass
    • H04L69/30—Definitions, standards or architectural aspects of layered protocol stacks
    • H04L69/32—Architecture of open systems interconnection [OSI] 7-layer type protocol stacks, e.g. the interfaces between the data link level and the physical level
    • H04L69/322—Intralayer communication protocols among peer entities or protocol data unit [PDU] definitions
    • H04L69/329—Intralayer communication protocols among peer entities or protocol data unit [PDU] definitions in the application layer [OSI layer 7]

Definitions

  • the ADMATTs invention maintains an advertising message database containing
  • Advertiser records for each advertiser Each advertiser record includes a set of customized rules specified by the advertiser.
  • the advertiser rules identify the types of Personal Information Service messages with which the advertiser wants to associate an Advertising Message.
  • the advertiser rules also identify the personal characteristics of those Users whom the advertiser wishes to receive an Advertising Message.
  • Each advertiser record includes a set of Advertising Messages of diverse sizes.
  • the advertiser record may include pointers to other records or databases containing sets of Advertising Messages.
  • the selection of which Advertising Message to send from the set depends upon the number of characters in the Personal Information Services message and upon the message capacity of the User's WCD which is specified in the User's record.
  • An Advertising Message is selected which, when combined with the particular Personal Information Service message, forms a composite Tagged Message that is not larger than the message capacity of the User's WCD.
  • the Tagged Message is then combined with necessary control information and transmitted over the wireless medium to the User's WCD.
  • the User profile database includes a record for each individual User.
  • Each User record includes information characterizing the User.
  • the information includes demographic data such as geographic location, sex, age range, and income range.
  • the information also includes the identify of Personal Information Services such as a daily weather forecast for Central City, a daily Aries horoscope, etc.
  • the information includes the message capacity of the User's WCD.
  • the Advertising Message database includes a record for each advertiser.
  • Each advertiser record includes the Advertising Message and the advertiser's rules concerning how each advertisement is to be used.
  • the rules include the description of desired Personal information Service message types and the content of each Advertising Message.
  • the rules in the Advertising Message database also include the demographic characteristics, geographic location, buying habits, and/or other selection criteria for those Users whom the advertiser wishes to contact.
  • the invention enables the advertiser to flexibly change the criteria for selecting Users based on a variety of factors.
  • Advertising Message is eligible to be sent to a particular User, several options are used to choose which Advertising Message is sent. One option is to assign a relative priority value to each Advertising Message in an advertiser record.
  • a Personal Information Services message is an email or a notice of a previously scheduled calendar appointment. If the information type is "email" or if the information type is "calendar”, then the User is identified as the addressee of the email or the notice of the calendar appointment. Then the User's record is accessed and the data in the User record is passed to the Advertising Message database, as described above.
  • the User can provide an email sender filter that passes only those emails having senders who have sending addresses previously specified by the User, such as the User's boss or spouse.
  • the body of the email message or the notice of a calendar appointment is the Personal Information Services message.
  • Figure 2 shows a more detailed functional block diagram of the ADMATTs invention of Figure 1, illustrating the User profile database and the advertising message database which includes the advertiser's rules for selecting a User to whom an Advertising Message is to be sent.
  • Figure 7 shows a flow diagram 700 of the sequence of operational steps in another embodiment of the ADMATTs invention of Figure 4, to provide many options to the advertiser for making tagging decisions in selecting Advertising Messages.
  • Figures 8A and 8B show how two different sized Personal Information Services messages are matched with two different sized Advertising Messages to form substantially the same sized Tagged Messages for a 240-character WCD.
  • user database 100 includes user records for each user. Each user record includes the message capacity of the user's WCD.
  • targeting information is transmitted by email to the ADMATTs invention by the advertiser over the "ADVERTISER EMAIL INPUT 450" to the "Advertising Message Database 414" in Figure 4.
  • Default Advertising Message content is also required at the time of buy and entered into "Advertising Message Database 414" in Figure 4.
  • the advertiser may supply new Advertising Message content over the "ADVERTISER EMAIL INPUT 450" up until the day before the buy to replace the default content. Otherwise the default content will be run to form the composite Tagged Messages for that day.
  • This enables advertisers to deliver Advertising Message content in a "just in time” mode. It is possible to provide this function in real time, enabling the advertiser to switch Advertising Message content while a buy is running and composite Tagged Messages are being prepared by the ADMATTs invention.
  • Advertising Message is sent.
  • One option is to assign a relative priority value to each product in an advertiser record.
  • Another option is to keep a track of the frequency that this particular product has been advertised to this particular user, by means of recording that frequency in a field in the user record.
  • Still a third option is to comply with strategic contractual requirements or urgent tactical requests of the advertiser to favor one product over another.
  • Example pseudo code for this step is:
  • step 712 If advertiser record indicates a Daypart Placement option, then get time of day and access Advertising Message for cu ⁇ ent time of day and GOTO step 740.
  • Example pseudo code for this step is:
  • step 714 If advertiser record indicates a Premium Placement option, then get advertiser's specification of specific package (i.e. College Sports) or individual service (i.e. NCAA Basketball Final Score) and select Advertising Message from specified package and GOTO step 740.
  • specific package i.e. College Sports
  • individual service i.e. NCAA Basketball Final Score
  • Example pseudo code for this step is:
  • step 716 If advertiser record indicates an Event Placement option, then get advertiser's specification of specific event (i.e. Final Score: Yankees vs. Red Sox for
  • Example pseudo code for this step is:
  • Example pseudo code for this step is:
  • step 720 If advertiser record indicates an On Demand Placement option, then determine if User has made a request for a Personal information Service, get the User's request, select Advertising Message for User's Personal Information Service request and GOTO step 740.
  • Example pseudo code for this step is:
  • step 722 If advertiser record indicates a Sponsorship option, then get advertiser's specification of masthead message to be exclusively displayed within the Personal Information Service (e.g., advertiser will present a message masthead over the Personal Information Service (i.e. "Nike Sports: Yankees 3, %) in addition to any
  • Example pseudo code for this step is:
  • step 724 If advertiser record indicates a Response Device Enhancement option, then get the advertiser's specified "speed dial” Advertising Message to enable the User to respond from the WCD by calling the "speed dial" number and GOTO step 740.
  • Example pseudo code for this step is:
  • step 726 If advertiser record indicates a Demographics option, then get the User's demographic profile from the User profile database and select the Advertising Message and GOTO step 740.
  • Example pseudo code for this step is:
  • step 728 If advertiser record indicates a Psychographics option, then get the User's psycho graphic profile from the User profile database and select the Advertising Message and GOTO step 740.
  • Example pseudo code for this step is:
  • step 730 If advertiser record indicates a Frequency to Individuals option, then get the advertiser's specification of the frequency of Advertising Messages to be sent to a User, get the count of Advertising Messages sent to a User from the User profile database, determine whether to send another Advertising Message to the User, and if so, then select an Advertising Message and GOTO step 740.
  • Example pseudo code for this step is:
  • GOTO STEP 732 [59] GET THE ADVERTISER'S SPECIFICATION OF THE FREQUENCY OF ADVERTISING MESSAGES TO BE SENT TO A USER FROM RULE
  • step 732 If advertiser record indicates a Physical Location option, then get the User's location from the User profile database and select an Advertising Message depending on the User's location and GOTO step 740. Alternately, the actual cu ⁇ ent physical location of the user can be determined from the cu ⁇ ent location of the nearest wireless base station serving the user's WCD.
  • Example pseudo code for this step is:
  • step 734 If advertiser record indicates an Urgency Buys option, then get the advertiser's specified real-time media buy (e.g., received by email from the advertiser) and select the Advertising Message and GOTO step 740.
  • advertiser record indicates an Urgency Buys option
  • Example pseudo code for this step is:
  • step 738 If advertiser record indicates a Profile Buy option, then get User's service use profile (i.e. people who choose both sports and soaps, etc.%) from User profile database and/or information supplied by the telecommunications carrier and select an Advertising Message and GOTO step 740.
  • Example pseudo code for this step is:
  • Example pseudo code for this step is:
  • step 742 of Figure 7 when all of the selection criteria in the advertiser rules have been matched with the data in a particular user profile, then that user is selected for receiving a wireless Advertising Message from the advertiser.
  • Example pseudo code for this step is:
  • step 743 of Figure 7 the selection criteria in the advertiser rules dealing with the Information Content Of The Personal Information Services Message are then applied to select a particular set of Advertising Messages.
  • Each member of the set of Advertising Messages has substantially the same theme which the advertiser wishes to convey, but they differ in the number of characters in each message.
  • the step 743 of applying an advertiser's selection rules to the information content of the Personal Information Services message is carried out as follows.
  • a preference rule specified by the advertiser is applied which includes a trigger condition set to fire when a specified value of a specified event type is reported in a Personal information Services message. Then the occu ⁇ ence of a description of the specified event type is detected in a received Personal Information Services message. The description of the specified event type is then compared the with the specified value of the specified event type in the rule. If the comparing step is satisfied, then the rule's trigger condition is fired.
  • the rule specifies a set of advertising messages to be selected when the trigger condition is fired. Typically, these Advertising Messages have substantially the same theme that the advertiser wishes to convey, but they are of divers sizes. Then a particular one of the Advertising Messages in the set is chosen, which when combined with the Personal
  • Example pseudo code for this step is:
  • COMPARE SPECIFIED VALUE TO MESSAGE VALUE [90] IF COMPARE SATISFIED, THEN SELECT ADVERTISER'S SPECIFIED ADVERTISING MESSAGE AND GOTO STEP 744
  • a User's preference for a Personal Information Service includes receiving a midday weather forecast each day. It is noon, and the User is about to be sent a midday weather forecast based on a predetermined schedule for delivery of such information as a Personalized Information Service.
  • the cu ⁇ ent weather forecast includes information that the high temperature will be 92 degrees.
  • the Personal Information Service message is: "Central City forecast this afternoon is for temperatures to reach a high of 92 degrees.”
  • the system uses a set of preference rules specified by the advertiser.
  • the rules include a trigger set to fire when the cu ⁇ ent weather forecast reports a high temperature over 90 degrees. When the rule's trigger fires, this Personal Information Service message is matched with a selected set of Advertising Messages of diverse lengths. The selection of which
  • Advertising Message to send from the set depends upon the number of characters in the Personal Information Services message and upon the message capacity of the User's WCD.
  • the resulting selected Advertising Message is: "Have an ice cold Fizzo soda.”
  • the resulting composite Tagged Message is: "Central City forecast this afternoon is for temperatures to reach a high of 92 degrees. * Have an ice cold Fizzo soda.”
  • step 744 of Figure 7 the size of the Personal Information Services message content from the particular information source is subtracted from the size of the message capacity of the user's WCD to obtain the maximum size of the Advertising Message that can be sent.
  • Example pseudo code for this step is:
  • step 746 of Figure 7 the chosen Advertising Message is attached to the Personal Information Services message to form a composite Tagged Message whose size is not greater than the message capacity of the user's WCD.
  • Example pseudo code for this step is:
  • step 748 of Figure 7 the composite Tagged Message is then output by the programmed data processor to a WCD network for delivery to the user's WCD.
  • Example pseudo code for this step is:
  • the flow diagram of Figure 7 then returns to step 702, to wait for the next stream of event information to be received from an information source.
  • Figure 8 A shows a Personal Information Services message "YANKEES 11, MARINERS 8 - THE YANKEES CAME UP WITH AN 11-8 VICTORY OVER THE MARINERS LN A LONG GAME THAT TURNED UGLY LN THE LAST TWO INNINGS WITH A BENCH-CLEARING BRAWL.”
  • This Personal Information Services message has 168 characters. It is matched with an Advertising Message "BE COOL
  • This Advertising Message has 67 characters. It is selected by the ADMATTs invention so that the Tagged Message 802 has a total of 236 characters, including a separator symbol "*", which will fit into the 240-character WCD 804. The use of a separator symbol is optional.
  • Figure 8A and Figure 8B show how two different sized Personal Information Services messages are matched with two different sized Advertising Messages to form substantially the same sized Tagged Messages for a 240-character WCD.
  • Figure 8B shows a Personal Information Services message "METS 2, DODGERS 1 - ROOKIE, OCTAVIO DOTEL, STRUCK OUT 10 BATTERS TO LEAD THE METS TO A 2-1 VICTORY OVER THE LOS ANGELES DODGERS.”
  • This Personal Information Services message has 130 characters. It is matched with an Advertising Message "BE COOL WITH A COOL FIZZO AT THE GAME. TRY THE FLAVOR OF THE MONTH - BUY A CASE FOR THE GANG.”
  • This Advertising Message has 93 characters. It is selected by the ADMATTs invention so that the Tagged Message 806 has a total of 224 characters, including a separator symbol "*", which will fit into the 240-character WCD 804.
  • Figures 8C and 8D show how the two Personal Information Services messages of Figures 8A and 8B, respectively, are matched with two different sized Advertising
  • Figure 8C shows the same Personal information Services message as in Figure 8 A, "YANKEES 11 , MARINERS 8 - THE YANKEES CAME UP WITH AN 11-8 VICTORY OVER THE MARINERS IN A LONG GAME THAT TURNED UGLY IN THE LAST TWO INNINGS WITH A BENCH-CLEARING BRAWL.”
  • This Personal Information Services message has 168 characters. It is matched with a shorter Advertising Message "BE COOL WITH A COOL FIZZO”. This Advertising Message has 25 characters. It is selected by the ADMATTs invention so that the Tagged Message 812 has a total of 194 characters, including a separator symbol "*", which will fit into the 200- character WCD 814.
  • FIG 8D shows the same Personal Information Services message as in Figure 8B, "METS 2, DODGERS 1 - ROOKIE, OCTAVIO DOTEL, STRUCK OUT 10 BATTERS TO LEAD THE METS TO A 2-1 VICTORY OVER THE LOS ANGELES DODGERS.”
  • This Personal Information Services message has 130 characters. It is matched with an Advertising Message "BE COOL WITH A COOL FIZZO AT THE GAME - BUY A CASE FOR THE GANG.”
  • This Advertising Message has 64 characters. It is selected by the ADMATTs invention so that the Tagged Message 816 has a total of 195 characters, including a separator symbol "*", which will fit into the 200-character WCD 814.
  • a user might receive a stock quote alert, "tagged" with an ad for a discount broker: "Alert PTN 25.13 +0.50 * Trade it for $12.95 call 1-800-TRADERZ.”
  • a sports score message could be tagged with a brand/awareness execution message: "Red Sox 4, Yankees 3 Final * Drink Fizz Cola - It's a gas!”
  • advertising content is included with information content in which the consumer is interested and has included for wireless delivery in their personal information profile.
  • One option is to place a separator symbol (such as an asterisk "*") between the Personal Information Services message and Advertising Message. While this may seem like a small issue, the use of a boundary between the Personal Information Services message content and the Advertising Message has many implications. For example, without a separator symbol, a newswire source such as the Associated Press might have its Personal Information Services message content become confused with the Advertising Message so that the Advertising Message becomes an implied endorsement by the newswire source of the ad.
  • a separator symbol such as an asterisk "*”

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  • Engineering & Computer Science (AREA)
  • Computer Networks & Wireless Communication (AREA)
  • Signal Processing (AREA)
  • Business, Economics & Management (AREA)
  • Finance (AREA)
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  • Development Economics (AREA)
  • Accounting & Taxation (AREA)
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  • Game Theory and Decision Science (AREA)
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  • Entrepreneurship & Innovation (AREA)
  • Marketing (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
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  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Information Transfer Between Computers (AREA)

Abstract

La présente invention concerne un système et un procédé permettant de faire passer automatiquement des messages publicitaires (116, 118, 120) sur des dispositifs de radiocommunication (WCD). Chaque message publicitaire est attaché à un message de service d'informations personnelles (109) qui intéresse un utilisateur. Le message (123) étiqueté composite est personnalisé de façon à s'adapter aux capacités de message du dispositif de radiocommunication de l'utilisateur. Une base de données (100) de profils d'utilisateurs comprend des enregistrements d'utilisateurs pour chaque utilisateur, notamment l'identité des services d'informations personnelles qui intéressent cet utilisateur, les capacités de message du WCD (102, 104, 106) de l'utilisateur, des caractéristiques démographiques, des situations géographiques, des habitudes d'achat de cet utilisateur et d'autres informations. Une base de données (114) de messages publicitaires comprend des enregistrements d'annonceurs pour chaque annonceur. Chaque enregistrement d'annonceur comprend les règles de l'annonceur permettant de sélectionner un utilisateur à qui un message publicitaire sera envoyé. Ces règles dans la base de données de messages publicitaires comprennent l'identité d'un ou de plusieurs services d'informations personnelles que l'utilisateur utilise, destinés à sélectionner les utilisateurs à contacter. Ces règles comprennent aussi des caractéristiques démographiques, des situations géographiques, des habitudes d'achat et/ou d'autres critères de sélection de la classe des utilisateurs que l'annonceur souhaite contacter. Les messages publicitaires (116, 118, 120) sont sélectionnés d'après des caractéristiques personnelles attribuées à l'utilisateur et d'après le contenu des informations du message des services d'informations personnelles (109). Ce procédé permet à l'annonceur de modifier avec souplesse les critères de sélection des utilisateurs fondés sur de nombreux facteurs. Chaque enregistrement d'annonceur de la base de données de messages publicitaires (114) comprend aussi des messages publicitaires relatifs à un ou plusieurs des produits ou services de l'annonceur que ce dernier souhaite promouvoir. Pour chacun de ces produits ou services, plusieurs messages publicitaires (116, 118, 120) sont inclus dans l'enregistrement, un pour chacune des différentes tailles de capacités de message d'un WCD d'utilisateur.
PCT/US2000/019569 1999-08-11 2000-08-11 Procede permettant de faire passer des messages publicitaires sur des dispositifs de radiocommunication WO2001011507A1 (fr)

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AU66067/00A AU6606700A (en) 1999-08-11 2000-08-11 A method to provide advertising messages to wireless communications devices

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US37190199A 1999-08-11 1999-08-11
US09/371,901 1999-08-11

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