# Patent

## Title
Dynamic device for billboard advertising

## Abstract

A dynamic device for billboard advertising is disclosed. An advertising billboard device in accordance with the present invention comprises a server and a display controller adapted to receive, store, and display dynamic-content from the server. At least one content display unit is in communication with the display controller, wherein the content display unit visually displays the information from the dynamic-content. The advertising billboard display controller may also comprise a timing means, the display controller altering the visual display of the content display unit as a function of the time from the timing means. The display controller may be adapted to receive, store, and display dynamic-content from a plurality of servers, wherein the display controller comprises a heirarchical control scheme, the heirarchical control scheme adapted to select dynamic-content from one server of the plurality of servers for display on the content display unit. The advertising billboard device may also comprise a plurality of display controllers in communication with a plurality of content display units, each display controller from the plurality of display controllers having a type identifier, wherein each of the display controllers selects dynamic-content for display on its content display unit as a function of the type identifier.

## Background
This application is related to, and claims the benefit of, US provisional application serial No. 60/302,093 filed Jun. 29, 2001.


FIELD OF THE INVENTION
The present invention relates, in general, to advertising billboard devices and, more particularly, to content display units capable of dynamic-content presentation.
BACKGROUND OF THE INVENTION
Billboards are used to display various messages typically consisting of a combination of text and graphics. Traditionally, the message has been provided by way of fixed sheets that are pasted to a backing. This traditional approach suffers from the inability to quickly change the displayed message since it requires the use of a crew to change the message. Electronic billboards provide the advantage in that it is easier to change the displayed message. Electronic billboards include the dot matrix type utilizing many individual bulbs. Within stadiums, arenas and auditoriums there presently are electronic dot matrix display devices used for instant replays, advertising and customer information. While these electronic billboards are easily changed, they are difficult to manage and often require significant support resources to coordinate billboard content.
Loban et al. disclose a video billboard including a remote computer control with radio communications to the billboard display in U.S. Pat. No. 5,612,741 ('741). The '741 patent discloses that display information is communicated from a master computer to a receiver in the billboard housing which, in turn, controls the light valve display of the '741 invention. Commands may also be communicated via shared or dedicated landlines. The '741 billboard is capable of providing complex video graphics with high contrast ratios. It can provide message changes on command through landline, cellular phone, satellite relay or other wireless communication links. Within the commercial advertising billboard industry it will allow the use of computer video control to change graphics easily and quickly, as desired. Advertisements, public service announcements or traffic conditions can be displayed in near real time from remote locations since images can be downloaded via the communication links and displayed at pre-programmed time slots, if desired.
Gofman et al. disclose a system and method for serving local and global media content in PCT publication WO 00/52935 ('52935). The '52935 publication discloses a system and method for combining broadcast media content with additional content at a local site according to at least one locally determined characteristic of the audience to which the combined content is served. The '52935 publication discloses a template containing information concerning the type of data objects to be displayed, their size and location on the display, as well as the timing of display and transitions to the display, such that the template describes how to process and display the data.
New display materials are being developed that have the potential to expand advertising billboard technology, such as, for example, GYRICON a trade name of Xerox Corporation, Palo Alto Research Center, Palo Alto Calif. These new materials have the potential to expand the capabilities of billboard displays. Another new material for displays is E-INK, a trade name of E Ink Corporation 733 Concord Avenue, Cambridge, Mass. GYRICON technology is disclosed, for example, in U.S. Pat. No. 4,126,854. E-INK technology is disclosed, for example, in U.S. Pat. No. 6,120,588.
Although significant improvements are expanding the capabilities of billboard displays, as the capabilities expand, the effort necessary to control the displays is expanding concurrently. It would therefore be advantageous to provide an improved billboard advertising device that reduces the effort necessary to manage dynamic billboard displays. It would further be advantageous to provide an advertising device that easily controls multiple combinations of content display units. It would also be advantageous to provide easily manageable dynamic display content. It would further be advantageous to provide a system capable of time shared display output from a hierarchical control structure.
SUMMARY OF THE INVENTION
A dynamic device for billboard advertising is disclosed. An advertising billboard device in accordance with the present invention comprises a display controller adapted to receive and display dynamic-content. At least one content display unit is in communication with the display controller, wherein the content display unit visually displays the information from the dynamic-content. The advertising billboard display controller may also comprise a timing means, the display controller altering the visual display of the content display unit as a function of a signal from the timing means. The display controller may be adapted to receive, store, and display dynamic-content from a plurality of servers, wherein the display controller comprises a hierarchical control scheme, the hierarchical control scheme adapted to select dynamic-content from one server of the plurality of servers for display on the content display unit. The advertising billboard device may also comprise a plurality of display controllers in communication with a plurality of content display unit devices, each display controller from the plurality of display controllers having a type identifier, wherein each of the display controllers selects dynamic-content for display on its content display unit as a function of the type identifier. An advertising system in accordance with the present invention may also include a camera located in viewing proximity to the content display unit, capable of providing an image of the content display unit.



BRIEF DESCRIPTION OF THE DRAWINGS
The novel features of the invention are set forth with particularity in the appended claims. The invention itself, however, both as to organization and methods of operation, together with further objects and advantages thereof, may best be understood by reference to the following description, taken in conjunction with the accompanying drawings in which:
FIG. 1 is a block diagram of an advertising billboard system in accordance with the present invention;
FIG. 2 is a block diagram of an advertising billboard system including a plurality of content display units in accordance with the present invention;
FIG. 3 is a block diagram of an advertising billboard device in accordance with the present invention;
FIG. 4 is a block diagram of an advertising billboard system with a hierarchical control in accordance with the present invention; and
FIG. 5 is a flow chart illustrating a method of billboard advertising in accordance with the present invention.



DETAILED DESCRIPTION OF THE INVENTION
The present invention relates, in general, to advertising billboard devices and, more particularly, to content display units capable of dynamic-content presentation.
Content-display units are herein defined to include any visual display or portion of display capable of displaying information from dynamic-content such as, for example, video billboards, GYRICON, E-Ink, computer monitors, shopping mall kiosks, stadium displays, personal digital assistants, movie-theater screens, video projectors, and cellular phone displays. Content display units are divided into two types, active content-display units and passive content-display units. Active content-display units are displays that only display dynamic-content when they are actively being addressed or written on, such as, for example, computer monitors, movie-theater screens, and L.E.D. displays. Passive content-display units are displays that, when not being actively written to or addressed, retain a viewable image such as, for example, GYRICON and E-INK.
A suitable material for a passive content-display media would be, for example, SMARTPAPER (Trademark of Gyricon Inc. Palo Alto, Calif.) technology using an array of tiny (100 micron diameter or smaller) solid beads with one hemisphere of each bead one color (e.g. white) and the other a different color (e.g. black). These beads are embedded in a flexible plastic sheet in small cavities surrounded by a liquid. Each bead carries an electrical charge. When an external electric field is applied the bead rotates or gyrates. Adhesive forces between each bead and cavity wall require an electrical threshold be exceeded before it will rotate. This makes an image electrically “printed” onto the material stable and unchanging until “erased” by another transmission. Electrical signals can be applied to the SMARTPAPER sheets through fixed surface electrodes or a moving stylus. A networked programmable sign will run for up to 2 years on 3 AA batteries, with the power almost completely used by the communications and processing systems. SMARTPAPER itself requires just a capacitance or voltage (about 100 volts), not a power current. Unlike other types of electronic displays, SMARTPAPER has a wide viewing angle identical to traditional printed signs. This allows SMARTPAPER to be viewed like paper, from all angles and without added backlighting. Images can currently be displayed on SMARTPAPER with resolution over 100 dpi. Applying electrical fields to the display surface changes the image on SMARTPAPER. For purposes herein, GYRICON and SMARTPAPER are synonymous.
Dynamic-content is herein defined as information or data to be visually displayed that is updatable or changeable by electronic control such as, for example, pixel data from a digitized image, analog beam modulation information for a cathode ray tube (CRT), streaming video over a network, and ASCII character codes.
FIG. 1 is a block diagram of an advertising billboard system 20 in accordance with the present invention. Advertising billboard system 20 comprises a server 40 and a display controller 30 adapted to receive, store, and display a dynamic-content 70 from the server 40. Display controller 30 includes at least one content display unit 25, a receiver 36, storage means 33, and may include a timing means 31. Dynamic-content 70 is transmitted from server 40 on a transmission path 45, through transmission media 50, and on receiving path 55 to display controller 30. Transmission path 45, transmission media 50, and receiving path 55 may be any one or combination of data transfer such as, for example, telephone wire, internet link, radio communication, cellular telephony, microwave link, local area network, and satellite broadcast. Receiver 36 receives the dynamic-content 70 where it is either stored in storage means 33, or displayed on content display unit 25. Storage means 33 may be, for example, dynamic RAM in a computer, video tape, display memory, and computer hard disk.
The content display unit 25 visually displays the information from the dynamic-content 70. The timing means 31 may be, for example, a clock, a Global Positioning System (GPS), timing trigger, or other means of detecting a timing event. The display controller 30 alters the visual display of the content display unit 25 as a function of the time or position from the timing means 31. For example, if content display unit 25 is located near a commuter highway visible to commuters, it may be desirable to display a first message on content display unit 25 during commuter rush hours, and to display a second different message on content display unit 25 at other times.
Content-display unit 25 may be located, for example, on the side of a semi-trailer travelling over the road within a city. It may be desirable to display a first message whenever the semi-trailer is within a defined area, and a second message whenever the semitrailer is outside of a defined area. It is contemplated that, for example, within the boundaries of an acceptable travelling range a first message could indicate trailer contents, and outside the acceptable travelling range a second message could indicate that the trailer should be stopped. As a second example, whenever a trailer having a content-display unit 25 is within a defined distance from “JOE's”, it may be desirable to display “EAT at JOE's” on display unit 25.
FIG. 2 is a block diagram of advertising billboard system 20 including a plurality of content display units 25 in accordance with the present invention. The advertising billboard system 20 may also comprise a plurality of display controllers 26, 27, 28, 29 in communication with a plurality of content display units 25, each one from the plurality of display controllers 26, 27, 28, 29 having a type identifier, wherein each of the display controllers 26, 27, 28, 29 selects dynamic-content 70 for display on its content display unit 25 as a function of its type identifier. For example, display controller 26 may have a type identifier of highway billboard, display controller 27 may have a type identifier of shopping mall kiosk, display controller 28 may have a type identifier of computer monitors on a local area network, and display controller 29 may have a type identifier of an individuals cell phone display.
FIG. 3 is a block diagram of an content display unit 25 in accordance with the present invention. Content display unit 25 may display dynamic-content 70 that changes over time such as, for example, video, image morphing, sequential messages, or discrete time periods of static image. FIG. 3 illustrates an example of discrete time periods of static image. An image 81 may be displayed on content display unit 25 during the overnight period of a day, an image 82 may be displayed on content display unit 25 during the morning drive-time period of a day, an image 83 may be displayed on content display unit 25 during the afternoon drive-time period of a day, and an image 84 may be displayed on content display unit 25 during the evening period of a day. It is also contemplated that a content display unit 25 may include only a portion capable of dynamic-content display, the remainder of content display unit 25 being incapable of dynamic-content display. This would be useful, for example, for updating numeric data such as lottery numbers or the like.
FIG. 4 is a block diagram of an advertising billboard system 20 with a hierarchical control in accordance with the present invention. The display controller 30 may be adapted to receive, store, and display dynamic-content 70 from a plurality of servers illustrated in FIG. 4 as server 40, a second server, 41, and a third server 42. Display controller 30 comprises a hierarchical control scheme, the hierarchical control scheme adapted to select the content display unit 25. The hierarchical control scheme may be prioritized or heuristic. For example, server 40 may be a national host computer at a highest priority, second server 41 may be a regional host computer at a middle priority, and third server 42 may be a local host computer at a low priority. Since any or all servers may be transmitting dynamic-content 70 at any time or simultaneously, the hierarchical control scheme will select which dynamic-content 70 is displayed on content display unit 25 at any time.
FIG. 5 is a flow chart illustrating a business method 21 of billboard advertising in accordance with the present invention. The business method 21 for billboard advertising illustrated in FIG. 5 includes the following steps:
A) providing an advertising system, wherein the advertising system comprises:


    
    
        at least one server;
        at least one display controller, wherein the display controller is adapted
        to receive and display dynamic-content from the server; and
        at least one content display unit in communication with the display
        controller, wherein the content display unit visually displays the
        information from the dynamic-content;(illustrated as step 61)

B) receiving advertising information from an advertiser;(illustrated as step 62)

C) communicating the advertising information as dynamic-content to the display controller;(illustrated as step 63)

D) displaying the advertising information on the content display unit.(illustrated as step 64) In step D, the displaying step may be divided into a plurality of time segments, allowing the step of: displaying a first advertisement during a first time segment and displaying a second advertisement during a second time segment. (illustrated as step 65)

E) segmenting a plurality of content display units into a plurality of groups, each group from the plurality of groups identified with a characteristic;(illustrated as step 66)

F) selecting a group from the plurality of groups to display dynamic-content on the plurality of content display units having the group characteristic.(illustrated as step 67) In step A, a plurality of servers may be provided, and the business method may further comprise:

G) selecting a hierarchy, the hierarchy defining a prioritization of the plurality of servers to at least one of the display controllers such that the display controller selects one server from the plurality of servers.(illustrated as step 68)

    
    


Illustrations of method steps, such as, for example, the steps illustrated in FIG. 5, show steps sequentially and in a particular order. There is no need to perform the steps in the order illustrated. Deviating from the illustrated order for some or all of the steps is contemplated by the inventor, and does not depart from the scope of the present invention.
Each feature disclosed in this specification (including any accompanying claims, abstract, and drawings), may be replaced by alternative features having the same, equivalent or similar purpose, unless expressly stated otherwise. Thus, unless expressly stated otherwise, each feature disclosed is one example only of a generic series of equivalent or similar features.
While preferred embodiments of the present invention have been shown and described herein, it will be obvious to those skilled in the art that such embodiments are provided by way of example only. Numerous variations, changes, and substitutions will be apparent to those skilled in the art without departing from the invention. Accordingly, it is intended that the invention be limited only by the spirit and scope of the appended claims.

## Claims

1. An advertising billboard device comprising:
a plurality of servers;
a display controller, wherein said display controller is adapted to receive content from said servers and display said content on an advertising billboard; and
at least one passive display unit, provided by said advertising billboard, in communication with said display controller, wherein said passive display unit visually displays the information from said content, wherein said passive display unit is configured to retain a viewable image when not being actively written to or addressed;
wherein said display controller is adapted to receive, store, and display content from the plurality of servers, wherein said display controller comprises a hierarchical control scheme, wherein said display controller is operable to select at least one server from said plurality of servers in accordance with said hierarchical control scheme, wherein content is displayed from a server that is selected in accordance with said hierarchical control scheme.

2. The advertising billboard device of claim 1, wherein said passive display unit comprises GYRICON.

3. The advertising billboard device of claim 1, wherein said passive display unit comprises E-INK.

4. The advertising billboard device of claim 1, wherein said display controller comprises a timing means, said display controller altering the visual display of said passive display unit as a function of the time from said timing means.

5. The advertising billboard device of claim 4 comprising a plurality of display controllers in communication with a plurality of display units, each display controller from said plurality of display controllers having a type identifier, wherein each said display controller selects content for display on its display unit as a function of said type identifier.

6. The advertising billboard device of claim 5, wherein at least one of said display units comprises GYRICON.

7. The advertising billboard device of claim 5, wherein at least one of said display units comprises E-INK.

8. An advertising billboard system comprising:
a plurality of servers;
a plurality of display controllers, wherein each of said plurality of display controllers is adapted to receive and display content from at least one of said plurality of servers;
at least one passive display unit in communication with each of said plurality of display controllers, wherein said at least one passive display unit visually displays the information from said content, wherein said passive display unit is configured to retain a viewable image when not being actively written to or addressed;
said advertising billboard system comprising a timing means, wherein at least one of said plurality of display controllers alters the visual display of said at least one passive display unit as a function of the time from said timing means; and
at least one of said plurality of display controllers is adapted to receive, store, and display content from at least two of said plurality of servers, wherein said at least one of said plurality of display controllers comprises a hierarchical control scheme, said hierarchical control scheme adapted to select content from one server of said at least two of said plurality of servers for display on said at least one of said plurality of display units.

9. The advertising billboard system of claim 8, wherein said at least one passive display unit comprises GYRICON.

10. The advertising billboard system of claim 8, wherein said at least one passive display unit comprises E-INK.