Content based selection and meta tagging of advertisement breaks

• US 10,140,628 B2
• Filed: 12/28/2012
• Issued: 11/27/2018
• Est. Priority Date: 08/29/2007
• Status: Active Grant

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Inventors: Pradeep, Anantha, Knight, Robert T., Gurumoorthy, Ramachandran
• Primary Examiner(s): Trotter, Scott S
• Application Number:
  US13/730,564
• Publication Number:
  US 20130185142A1
• Time in Patent Office: 2,160 Days
• Field of Search: 705 1441, 705 1466
• CPC Class Codes: A61B 3/113 for determining or recording eye movement
• CPC Class Codes: A61B 5/0533 Measuring galvanic skin response
• CPC Class Codes: A61B 5/163 by tracking eye movement, gaze, or pupil change
• CPC Class Codes: A61B 5/165 Evaluating the state of mind, e.g. depression, anxiety
• CPC Class Codes: A61B 5/316 Modalities, i.e. specific diagnostic methods
• CPC Class Codes: A61B 5/374 Detecting the frequency distribution of signals, e.g. detecting delta, theta, alpha, beta or gamma waves
• CPC Class Codes: A61B 5/378 Visual stimuli
• CPC Class Codes: A61B 5/4035 Evaluating the autonomic nervous system
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

Example methods, apparatus, systems and machine readable media are disclosed herein for analyzing response data from subjects exposed to media. An example method includes collecting electroencephalography data from a brain of a subject exposed to an advertisement. The example method also includes determining neuro-response data from the electroencephalography data, the neuro-response data representative of interaction between a first frequency band and a second frequency band of the electroencephalography data, the second frequency band being different than the first frequency band. In addition, the example method includes determining resonance to the advertisement based on the neuro-response data and identifying one or more priming levels for one or more locations in a source material based on an attribute of the source material. The example method also includes selecting a first one of the one or more locations for inclusion of the advertisement based on the resonance and the priming levels.

Claims

1. A method for identifying an advertisement to include in source material to increase an effectiveness of the advertisement, the method comprising:

determining, by executing an instruction with a processor, a first resonance of a first subject to a first portion of the source material and a second resonance of the first subject to a second portion of the source material based on first neuro-response data gathered from the first subject exposed to the source material, the first neuro-response data including two frequency bands of electroencephalographic data, the first resonance to be determined based on a coherence between the two frequency bands;

identifying, by executing an instruction with the processor, a first priming level of the first portion of the source material based on a first attribute of the source material and the first resonance;

identifying, by executing an instruction with the processor, a second priming level of the second portion of the source material based on a second attribute of the source material and the second resonance;

retrieving, by executing an instruction with the processor, (a) a first meta-tag representative of at least one of a temporal attribute or a spatial attribute of the first portion and (b) a second meta-tag representative at least one of a temporal attribute or a spatial attribute of the second portion;

identifying, by executing an instruction with the processor, a correlation between (a) an attribute of the advertisement and (b) the first meta-tag or the second meta-tag;

selecting, by executing an instruction with the processor, (a) the first portion of the source material or (b) the second portion of the source material for inclusion of the advertisement based on the first priming level, the second priming level, and the correlation; and

transforming, by executing an instruction with the processor, the source material to include the advertisement at the first portion or the second portion.

2. The method of claim 1 further comprising analyzing second neuro-response data gathered from at least one of the first subject or a second subject exposed to the advertisement to determine a third resonance to the advertisement, wherein selecting (a) the first portion of the source material or (b) the second portion of the source material for inclusion of the advertisement is further based on the third resonance.

3. The method of claim 1 wherein the first portion of the source material and the second portion of the source material are temporally separate.

4. The method of claim 1, wherein the first portion of the source material is temporally concurrent with the second portion of the source material, and the first portion of the source material is spaced a distance from the second portion of the source material.

5. The method of claim 1 further comprising tagging the source material with the first resonance, the second resonance, the first priming level and the second priming level.

6. The method of claim 1, wherein the advertisement is a product placement within a scene of the source material.

7. The method of claim 1, wherein the second resonance is based on a second coherence between the two frequency bands.

8. The method of claim 1, wherein the two frequency bands of electroencephalographic data are gathered from a frontal eye field region of a brain of the first subject.

9. The method of claim 1, wherein the two frequency bands of electroencephalographic data are gathered prior to saccade onset.

10. A system for identifying an advertisement to include in source material to increase an effectiveness of the advertisement, the system comprising:

an analyzer to determine a first resonance of a first subject to a first portion of the source material and a second resonance of the first subject to a second portion of the source material based on first neuro-response data gathered from the first subject exposed to the source material, the first neuro-response data including two frequency bands of electroencephalographic data, the first resonance to be determined based on a coherence between the two frequency bands;

a processor to;

identify a first priming level of the first portion of the source material based on a first attribute of the source material and the first resonance and to identify a second priming level of the second portion of the source material based on a second attribute of the source material and the second resonance;

retrieve (a) a first meta-tag representative of at least one of a temporal attribute or a spatial attribute of the first portion and (b) a second meta-tag representative at least one of a temporal attribute or a spatial attribute of the second portion; and

identify a correlation between (a) an attribute of the advertisement and (b) the first meta-tag or the second meta-tag; and

a selector to;

select (a) the first portion of the source material or (b) the second portion of the source material for inclusion of the advertisement based on the first priming level, the second priming level, and the correlation; and

transform the source material to include the advertisement at the first portion or the second portion.

11. The system of claim 10, wherein the analyzer is to analyze second neuro-response data gathered from the first subject or a second subject exposed to the advertisement to determine a third resonance to the advertisement, and the selector is to further select (a) the first portion of the source material or (b) the second portion of the source material for inclusion of the advertisement based on the third resonance.

12. The system of claim 10, wherein the first portion of the source material and the second portion of the source material are temporally separate.

13. The system of claim 10, wherein the first portion of the source material is temporally concurrent with the second portion of the source material, and the first portion of the source material is spaced a distance from the second portion of the source material.

14. The system of claim 10, wherein the processor is to communicate with a second processor to retrieve the first meta-tag and the second meta-tag.

15. The system of claim 10, wherein the spatial attribute of the first meta-tag indicates a location in the source material where the advertisement is to be placed and the attribute of the advertisement is a format of the advertisement.

16. A tangible machine readable storage device or storage disc comprising instructions, which when read, cause a machine to at least:

determine a first resonance of first subject to a first portion of the source material and a second resonance of the first subject to a second portion of the source material based on first neuro-response data gathered from the first subject exposed to the source material, the first neuro-response data comprising two frequency bands of electroencephalographic data, the first resonance to be determined based on a coherence between the two frequency bands;

identify a first priming level of the first portion of the source material based on a first attribute of the source material and the first resonance;

identify a second priming level of the second portion of the source material based on a second attribute of the source material and the second resonance;

retrieve (a) a first meta-tag representative of at least one of a temporal attribute or a spatial attribute of the first portion and (b) a second meta-tag representative at least one of a temporal attribute or a spatial attribute of the second portion;

identify a correlation between (a) an attribute of the advertisement and (b) the first meta-tag or the second meta-tag;

select (a) the first portion of the source material or (b) the second portion of the source material for inclusion of the advertisement based on the first priming level, the second priming level, and the correlation; and

transform the source material to include the advertisement at the first portion or the second portion.

17. The storage device or storage disc of claim 16, wherein the instructions further cause the machine to:

analyze second neuro-response data gathered from at least one of the first subject or a second subject exposed to the advertisement to determine a third resonance to the advertisement; and

select (a) the first portion of the source material or (b) the second portion of the source material for inclusion of the advertisement further based on the third resonance.

18. The storage device or storage disc of claim 16, wherein the instructions further cause the machine to appraise a financial value of the first portion of the source material and the second portion of the source material based on the first priming level and the second priming level.

19. The storage device or storage disc of claim 16, wherein the first portion of the source material and the second portion of the source material are temporally separate.

20. The storage device or storage disc of claim 16, wherein the first portion of the source material and the second portion of the source material are temporally concurrent, and the first portion of the source material is spaced a distance from the second portion of the source material.