Management of moving outdoor advertising
An advertising campaign may be carried out using moving outdoor advertising. Advertisers typically like to manage and track the success of their advertising campaigns. Aspects of the present application may be seen to assist with such management and tracking by providing impression analytics, location analytics, time analytics and frequency reports. Furthermore, aspects of the present application may be seen to provide an ability to augment a moving outdoor advertising campaign with a mobile device retargeting advertising campaign. Then, such metrics as return on investment, profit and gross profit may be tracked. In some aspects, Wi-Fi signals and Bluetooth signals may be collected from mobile devices that are in the range of a Moving Impression Analytics Tracking Device.
1. A method of collecting impression information at a vehicle, the vehicle having advertising displayed exterior to the vehicle, the method comprising:
using a central processing unit at the vehicle:
scanning radio frequencies, using a wireless local area network adapter of the vehicle,
collecting, based on the scanning, an identifier of a mobile communication device,
determining, from a global positioning module of the vehicle, vehicle location information,
processing the identifier in association with the vehicle location information and in association with an indication of the advertising displayed exterior to the vehicle,
transmitting the identifier in association with the vehicle location information and in association with the indication of the advertising to an analytics site; and
using the analytics site:
determining, through wireless mobile telecommunications technology, mobile location data of the mobile communication device,
determining that the vehicle location information matches the mobile location data, and
transmitting, when the vehicle location information matches the mobile location data, to the mobile communication device, through the wireless mobile telecommunications technology, an advertising message, wherein the advertising message is based on the vehicle location information and the indication of the advertising displayed external to the vehicle.
2. The method of claim 1 wherein the transmitting the advertising message is via a short messaging service.
3. The method of claim 1 wherein the transmitting the advertising message configured to cause a banner advertisement to appear on the mobile communication device.
4. The method of claim 3 wherein the banner advertisement is embedded in a website configured for viewing on the mobile communication device.
5. The method of claim 3 wherein the banner advertisement is embedded in an application downloaded to the mobile communication device.
6. The method of claim 5 wherein the banner advertisement is embedded in a game configured for being played on the mobile communication device.
7. The method of claim 1 wherein the scanning radio frequencies comprises scanning radio frequencies associated with a Wi-Fi standard.
8. The method of claim 1 wherein the scanning radio frequencies comprises scanning radio frequencies associated with a Bluetooth standard.
9. The method of claim 1 wherein the collecting the identifier of the mobile communication device comprises receiving a media access control (MAC) address associated with a wireless networking chipset for the mobile communication device.
10. The method of claim 1 wherein the transmitting the advertising message is performed in response to the analytics site determining that a specified number of collections from the scanning of the mobile communication device has been reached.
11. The method of claim 1 wherein the transmitting the advertising message is performed at the same time as the mobile communication device is being scanned by the central processing unit.
12. The method of claim 1 wherein the scanning radio frequencies is performed when the vehicle is mobile.
13. A system for collecting impression information, the system comprising:
a vehicle;
a display for displaying advertising exterior to the vehicle;
a wireless local area network adapter of the vehicle configured to scan radio frequencies;
a global positioning module of the vehicle;
a central processing unit configured to:
collect, based on the scanning by the wireless local area network adapter, an identifier of a mobile communication device,
determine, from the global positioning module, vehicle location information,
process the identifier in association with the vehicle location information and in association with an indication of the advertising displayed exterior to the vehicle,
transmit the identifier in association with the vehicle location information and in association with the indication of the advertising; and
an analytics site configured to:
receive, from the central processing unit, the identifier in association with the vehicle location information and in association with the indication of the advertising,
determine, through wireless mobile telecommunications technology, mobile location data of the mobile communication device,
determine that the vehicle location information matches the mobile location data, and
transmit, when the vehicle location information matches the mobile location data, to the mobile communication device, through the wireless mobile telecommunications technology, an advertising message, wherein the advertising message is based on the vehicle location information and the indication of the advertising displayed external to the vehicle.
14. The system of claim 13 further comprising a wireless cellular modem configured for the transmitting of the identifier.
15. The system of claim 13 wherein the wireless local area network adapter operates according to a Wi-Fi standard.
16. The system of claim 13 wherein the wireless local area network adapter operates according to a Bluetooth standard.
17. The system of claim 13 wherein the collecting the identifier of the mobile communication device is performed by receiving a media access control (MAC) address associated with a wireless networking chipset for the mobile communication device.
18. The system of claim 13 wherein the transmitting the advertising message is via a short messaging service.
19. The system of claim 13 wherein the transmitted advertising message is configured to a banner advertisement to appear on the mobile communication device.
20. The system of claim 19 wherein the analytics site is further configured to embed the banner advertisement in a website configured for viewing on the mobile communication device.
21. A method of processing impression information from a vehicle having advertising displayed exterior to the vehicle, the method comprising:
receiving:
an identifier of a mobile communication device obtained from scanning radio frequencies using a wireless local area network adapter of the vehicle,
vehicle location information determined from a global positioning module of the vehicle,
an indication of the advertising displayed exterior to the vehicle, and association information from a central processing unit at the vehicle associating the identifier with the vehicle location information and associating the identifier with the indication of the advertising;
determining, through wireless mobile telecommunications technology, mobile location data of the mobile communication device;
determining, that the vehicle location information matches the mobile location data; and
transmitting, when the vehicle location information matches the mobile location data, to the mobile communication device, through the wireless mobile telecommunications technology, an advertising message, wherein the advertising message is based on the vehicle location information and the indication of the advertising displayed external to the vehicle.
22. The method of claim 21 wherein the transmitting the advertising message is via a short messaging service.
23. The method of claim 21 wherein the transmitted advertising message contains advertising information configured to cause a banner advertisement to appear on the mobile communication device.
24. The method of claim 23 wherein the advertising information is configured to cause the banner advertisement to be embedded in a website configured for viewing on the mobile communication device.
25. The method of claim 23 wherein the advertising information is configured to further cause the banner advertisement to be embedded in an application downloaded to the mobile communication device.
26. The method of claim 25 wherein the advertising information is configured to further cause the banner advertisement to be embedded in a game configured for being played on the mobile communication device.
27. The method of claim 21 wherein the received identifier is obtained from scanning radio frequencies associated with a Wi-Fi standard.
28. The method of claim 21 wherein the received identifier is obtained from scanning radio frequencies associated with a Bluetooth standard.
29. The method of claim 21 wherein the received identifier includes a media access control (MAC) address associated with a wireless networking chipset for the mobile communication device.