# US 2019/0378176 A1 · Systems and methods for customizing display on digital billboard

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- Number: US 2019/0378176 A1
- Document ID: US20190378176A1
- Status: Published application
- Kind: A1
- Application number: 16/433,293
- Filed: 2019-06-06
- Published: 2019-12-12
- Earliest claimed: 2018-06-08
- Assignees: Walmart Apollo, LLC
- Applicants: Walmart Apollo, LLC
- Inventors: John J. O'Brien
- Web page: https://patentgrep.com/patent/US20190378176A1

## CPC

- G06Q 30/0261: {based on user location}
- G06Q 30/0267: {Wireless devices}
- G06Q 30/0271: {Personalized advertisement}
- G06Q 30/0276: {Advertisement creation}
- G06V 40/172: {Classification, e.g. identification}
- G06Q 10/40: Business processes related to social networking or social networking services
- 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
- G06V: IMAGE OR VIDEO RECOGNITION OR UNDERSTANDING

## Abstract

Systems, apparatuses, and methods are provided herein for providing customized advertisement display on a digital billboard. A system comprises a digital billboard device with a customer sensor, a communication device, an advertisement database, and a control circuit. If the customer has opted into an advertisement service and has reviewed appropriate privacy disclosures and authorized the use of his or her social media data by registering a consent to customer social media data capture by the system, the control circuit is configured to identify a customer via the customer sensor, aggregate a plurality of images associated with the customer from a plurality of social media services, identify one or more characteristics of each of the plurality of images, select an advertisement from the advertisement database, select at least one customer image based on matching the display parameters of the advertisement in the advertisement database with the one or more characteristics of the plurality of images, merge the at least one customer image and an image of the advertisement to create a custom image advertisement for the customer, and display the custom image advertisement to the customer.

## Claims

### Claim 1

A system for providing customized advertisement display, comprising:
a digital billboard device comprising a customer sensor;
a communication device configured to communicate with a plurality of social media services;
an advertisement database storing a plurality of advertisements and display parameters associated with each of the plurality of advertisements;
a control circuit coupled to the digital billboard device, the communication device, and the advertisement database, the control circuit being configured to:
identify a customer near the digital billboard device via the customer sensor;
aggregate a plurality of images associated with the customer from the plurality of social media services via the communication device;
identify one or more characteristics of each of the plurality of images associated with the customer;
select an advertisement from the advertisement database to display to the customer;
select at least one customer image from the plurality of images associated with the customer based on matching the display parameters of the advertisement in the advertisement database with the one or more characteristics of the plurality of images;
merge the at least one customer image and an image of the advertisement to create a custom image advertisement for the customer; and
display the custom image advertisement to the customer via the digital billboard device.

### Claim 2 (depends on 1)

The system of claim 1, wherein the one or more characteristics are identified based on one or more of facial recognition, object recognition, and image metadata analysis.

### Claim 3 (depends on 1)

The system of claim 1, wherein the one or more characteristics of a customer image comprise one or more of persons, objects, date, location, or event associated with the customer image.

### Claim 4 (depends on 1)

The system of claim 1, wherein the one or more characteristics of a customer image comprise a relationship with a person in the customer image as determined based on the customer's social media profile connections.

### Claim 5 (depends on 1)

The system of claim 1, wherein the advertisement is selected based on one or more of customer demographics, customer location, customer social media activity, customer purchase history, estimated customer home inventory, date of the year, upcoming holidays, upcoming events, upcoming birthdays of the customer's social media connections, and upcoming anniversaries determined based on the customer's social media activity.

### Claim 6 (depends on 1)

The system of claim 1, wherein the display parameters associated with each of the plurality of advertisements comprise one or more of required customer image characteristics, preferred customer image characteristics, and customer image insertion location.

### Claim 7 (depends on 1)

The system of claim 1, wherein the customer sensor comprises a camera, and the control circuit is configured to perform facial recognition to identify the customer.

### Claim 8 (depends on 1)

The system of claim 1, wherein the customer sensor comprises a wireless transceiver configured to communicate with a mobile device carried by the customer to identify the customer.

### Claim 9 (depends on 8)

The system of claim 8, wherein the customer sensor is configured to communicate with the mobile device via a mobile application installed on the mobile device, and the mobile application allows the customer to opt-in and/or opt-out of the custom image advertisement.

### Claim 10 (depends on 8)

The system of claim 8, wherein the customer sensor is configured to communicate the custom image advertisement and/or information associated with an advertised product to the mobile device.

### Claim 11

A method for providing customized advertisement display, comprising:
identifying a customer near a digital billboard device via a customer sensor of the digital billboard device;
aggregating, at a control circuit, a plurality of images associated with the customer from a plurality of social media services via a communication device configured to communicate with the plurality of social media services;
identifying, with the control circuit, one or more characteristics of each of the plurality of images associated with the customer;
selecting, with the control circuit, an advertisement from an advertisement database to display to the customer, wherein the advertisement database stores a plurality of advertisements and display parameters associated with each of the plurality of advertisements;
selecting, with the control circuit, at least one customer image from the plurality of images associated with the customer based on matching the display parameters of the advertisement in the advertisement database with the one or more characteristics of the plurality of images;
merging the at least one customer image and an image of the advertisement to create a custom image advertisement for the customer; and
displaying the custom image advertisement to the customer via the digital billboard device.

### Claim 12 (depends on 11)

The method of claim 11, wherein the one or more characteristics a customer image are identified based on one or more of facial recognition, object recognition, and image metadata analysis.

### Claim 13 (depends on 11)

The method of claim 11, wherein the one or more characteristics of a customer image comprise one or more of persons, objects, date, location, or event associated with the customer image.

### Claim 14 (depends on 11)

The method of claim 11, wherein the one or more characteristics of a customer image comprise a relationship with a person in the customer image as determined based on the customer's social media profile connections.

### Claim 15 (depends on 11)

The method of claim 11, wherein the advertisement is selected based on one or more of customer demographics, customer location, customer social media activity, customer purchase history, estimated customer home inventory, date of the year, upcoming holidays, upcoming events, upcoming birthdays of the customer's social media connections, and upcoming anniversaries determined based on the customer's social media activity.

### Claim 16 (depends on 11)

The method of claim 11, wherein the display parameters associated with each of the plurality of advertisements comprise one or more of required customer image characteristics, preferred customer image characteristics, and customer image insertion location.

### Claim 17 (depends on 11)

The method of claim 11, wherein the customer sensor comprises a camera, and the control circuit is configured to perform facial recognition to identify the customer.

### Claim 18 (depends on 11)

The method of claim 11, wherein the customer sensor comprises a wireless transceiver configured to communicate with a mobile device carried by the customer to identify the customer.

### Claim 19 (depends on 18)

The method of claim 18, wherein the customer sensor is configured to communicate with the mobile device via a mobile application installed on the mobile device, and the mobile application allows the customer to opt-in and/or opt-out of the custom image advertisement.

### Claim 20

An apparatus for providing customized advertisement display, comprising:
a non-transitory storage medium storing a set of computer readable instructions; and
a control circuit configured to execute the set of computer readable instructions which causes to the control circuit to:
identify a customer near a digital billboard device via a customer sensor of the digital billboard device;
aggregate a plurality of images associated with the customer from a plurality of social media services via a communication device configured to communicate with the plurality of social media services;
identify one or more characteristics of each of the plurality of images associated with the customer;
select an advertisement from an advertisement database to display to the customer, wherein the advertisement database stores a plurality of advertisements and display parameters associated with each of the plurality of advertisements;
select at least one customer image from the plurality of images associated with the customer based on matching the display parameters of the advertisement in the advertisement database with the one or more characteristics of the plurality of images;
merge the at least one customer image and an image of the advertisement to create a custom image advertisement for the customer; and
display the custom image advertisement to the customer via the digital billboard device.