System and methods for determining consumer brand awareness of online advertising using recognition

• US 10,467,652 B2
• Filed: 07/10/2013
• Issued: 11/05/2019
• Est. Priority Date: 07/11/2012
• Status: Active Grant

• Current Assignee: Oracle America, Inc. (Oracle Corporation)
• Original Assignee: Oracle America, Inc. (Oracle Corporation)
• Inventors: McConnell, Theodore, Goodhart, Jonah
• Primary Examiner(s): Carvalho, E
• Application Number:
  US13/939,131
• Publication Number:
  US 20170316454A1
• Time in Patent Office: 2,309 Days
• Field of Search: 705 141- 1478, 705 261- 277, 705 37- 70, 705265, 725 3- 17, 463 37- 67
• CPC Class Codes: G06Q 30/0245 Surveys

Abstract

The present invention is directed to system architecture of a measurement platform configured to determine advertisement awareness by consumers and methods for determining advertisement awareness by consumers at low cost. The system architecture is flexible and may be applied to any advertisement and is configured to operate without involvement or approval of the advertiser. The system uses user recognition rather than user recall as an indication of measuring awareness within a publisher'"'"'s website, by tracking advertisement exposure to consumers and dynamically constructing sample interrogation sets to query consumers.

Claims

1. A computer-implemented method for measuring consumer brand awareness of advertising within a publisher'"'"'s website, by an advertising-awareness server including a processor, coupled by a network to user devices that display the advertising within the publisher'"'"'s website, for viewing by consumers on their user devices, the method comprising:

receiving a request to access the publisher'"'"'s website, the request being received from a browser operating on a user device, the publisher'"'"'s website including at least one ad slot available to display at least one ad, and the at least one ad being stored at a third-party ad server associated with an advertiser;

in response to receiving the request, loading the publisher'"'"'s website on the browser operating on the user device, the loading of the publisher'"'"'s website including retrieving the at least one ad from the third-party ad server associated with the advertiser and displaying the retrieved ad at the at least one ad slot of the publisher'"'"'s website;

executing browser-resident instructions stored on the browser that enable the publisher to capture, by the processor in the advertising-awareness server, exposure information of the at least one ad displayed within the at least one ad slot of the publisher'"'"'s website, the exposure information being received by the advertising-awareness server in real-time as the publisher'"'"'s website is being rendered by the browser, and the executing browser-resident instructions by the processor;

a) locating a plurality of ads on the publisher'"'"'s website,

b) writing to an external server, content data representing each ad of the plurality of ads, to re-size an original image of the ad for re-presentation in an interrogation set,

c) identifying whether or not each ad of the plurality of ads was displayed in-view within the browser, and

d) storing an in-view status of each ad of the plurality of ads, the in-view status being determined based at least in part on the identification of whether or not the ad was displayed in-view within the browser, and marking by at least one of the advertising-awareness server and the external server each ad of the plurality of ads indicating its corresponding in-view status;

e) constructing dynamically an advertisement frame with the interrogation set, the interrogation set including a set of images, each image of the set of images corresponding to an ad of the plurality of ads, by further;

f) retrieving the content data representing a particular ad of the plurality of ads to serve as at least a part of the interrogation set;

g) placing a call to at least one of the advertising-awareness server and the external server;

h) in response to placing the call, retrieving the in-view status of the particular ad and determining, based at least in part on the in-view status of the particular ad, that a consumer operating the browser has been previously exposed to the particular ad on a particular website of the publisher'"'"'s in an active visit, but on a different page;

i) if the determination is affirmative, generating a reduced size image of the particular ad using the content data by re-sizing the original image of the particular ad, and placing the reduced size image of the particular ad in a random position within the advertisement frame as an image of the set of images of the interrogation set;

j) retrieving the content data representing an additional ad of the plurality of ads, the in-view status of the additional ad indicating that the additional ad was not displayed in-view within the browser, and

k) placing the additional ad as one or more additional images in the set of images of the interrogation set;

l) identifying and distinguishing within the advertisement frame select advertising viewed by particular consumers in comparison to select advertising not viewed by the particular consumers;

m) generating consumer brand awareness data, by the advertising-awareness server, with respect to the advertising, based upon determining recognition of the select advertising by the consumers who have actually viewed the select advertising by receiving consumer input to identify and distinguish the advertising that the consumers have actually viewed, by further;

n) requesting, via the advertisement frame, at least one of a click and gesture, indicating whether or not the consumer recognizes any image included in the set of images of the interrogation set;

o) receiving a particular indication corresponding to the particular ad or the additional ad; and

p) determining by the server, a correct indication by comparison of the particular indication against stored data; and

q) accumulating, by the advertising-awareness server, results of at least the consumer brand awareness data with respect to the advertising, by recording the result.

2. The method of claim 1, wherein the content data associated with each ad of the plurality of ads includes at least one of text, picture, and video data.

3. The method of claim 1, wherein a plurality of queries are formulated in a questionnaire to serve as the interrogation set and placing the interrogation set in an advertisement frame wherein the advertisements viewed by the consumers and not viewed by the consumers are dynamically inserted into the advertisement frame.

4. The method of claim 1, wherein the recognition of the advertising by the consumers who have actually viewed the advertising is based on identifying the correct indication by the consumer, which is compared against previously stored data including page location of an advertisement.

5. A computer program product comprising a non-transitory computer useable medium including a computer readable program for measuring consumer brand awareness of advertising within a publisher'"'"'s website, by an advertising-awareness server, coupled by a network to user devices that display advertising within the publisher'"'"'s website, for viewing by consumers on their user devices, wherein the computer readable program when executed on a computer causes the computer to:

receive a request to access the publisher'"'"'s website, the request being received from a browser operating on a user device, the publisher'"'"'s website including at least one ad slot available to display at least one ad, and the at least one ad being stored at a third-party ad server associated with an advertiser;

response to receiving the request, load the publisher'"'"'s website on the browser operating on the user device, the loading of the publisher'"'"'s website including retrieving the at least one ad from the third-party ad server associated with the advertiser and displaying the retrieved ad at the at least one ad slot of the publisher'"'"'s website;

execute browser-resident instructions stored on the browser that enable the publisher to capture, by a processor in the advertising-awareness server, exposure information of the at least one ad displayed within the at least one ad slot of the publisher'"'"'s website, the exposure information being received by the advertising-awareness server in real-time as the publisher'"'"'s website is being rendered by the browser, the execution of the browser-resident instructions causing the processor to;

a) locate a plurality of ads on the publisher'"'"'s website,

b) write, to an external server content data representing each ad of the plurality of ads, to re-size an original image of the ad for re-presentation in a questionnaire,

c) identify whether or not each ad of the plurality of ads was displayed in-view within the browser, and

d) store an in-view status of each ad of the plurality of ads, the in-view status being determined based at least in part on the identification of whether or not the ad was displayed in-view within the browser, and mark by at least one of the advertising-awareness server and the external server each ad of the plurality of ads indicating its corresponding in-view status;

e) construct dynamically an advertisement frame with an interrogation set of queries relating to the advertising for posing to consumers, each query of the set of queries corresponding to an ad of the plurality of ads, wherein the advertisement frame is for transmission to consumers on their user devices to select advertising that has been viewed by particular consumers compared to select advertising that has not actually been viewed by the particular consumers, wherein the interrogation set in the advertisement frame distinguishes advertising that has actually been viewed by the consumers from advertising that has not been viewed by the consumers, by further;

f) retrieving the content data representing a particular ad of the plurality of to serve at least a part of the interrogation set;

g) placing a call to at least one of the advertising-awareness server and the external server;

h) in response to placing the call, retrieving the in-view status of the particular ad and determining, based at least in part on the in-view status of the particular ad that a consumer operating the browser has been previously exposed to the particular ad on a particular website of the publisher'"'"'s in an active visit, but on a different page;

i) if the determination is affirmative, generating a reduced size image of the particular ad using the content data by re-sizing the original image of the particular ad, of and placing the reduced size image of the particular ad in a random position within the advertisement frame as a query of the set of queries of the interrogation set;

j) retrieving the content data representing an additional ad of the plurality of ads, the in-view status of the additional ad indicating that the additional ad was not displayed in-view within the browser; and

k) placing the additional ad as one or more additional images in the set of queries of the interrogation set;

l) generate consumer brand awareness data, by the advertising-awareness server, with respect to the advertising based upon determining recognition of the select advertising by the consumers who have actually viewed the advertising by receiving consumer input to designate the select advertising that the consumers have actually viewed, by further;

m) requesting, via the advertisement frame, at least one of a click and gesture, indicating whether or not the consumer recognizes any image included in the set of images of the interrogation set;

n) receiving a particular indication corresponding to the particular ad or the additional ad; and

o) determining by the server a correct indication by comparison against stored data; and

p) accumulate, by the advertising-awareness server, results of at least the consumer brand awareness data with respect to the advertising by recording the result.

6. The computer program product according to claim 5, wherein the content data associated with each ad of the plurality of ads includes at least one of text, picture, and video data.

7. The computer program product according to claim 5, wherein a plurality of queries are formulated in a questionnaire to serve as the interrogation set and placing the interrogation set in an advertisement frame wherein the advertisements viewed by the consumers and not viewed by the consumers are dynamically inserted into the advertisement frame.

8. The computer program product according to claim 5, wherein the recognition of the advertising by the consumers who have actually viewed the advertising is based on identifying the correct indication by the consumer, which is compared against previously stored data including page location of an advertisement.

9. A system for measuring consumer brand awareness of advertising within a publisher'"'"'s website, by an advertising-awareness server, coupled by a network to user devices that display advertising within the publisher'"'"'s website, for viewing by consumers on their users devices, the system comprising:

a processor, and;

a memory storing instructions that, when executed, cause the system to;

receive a request to access the publisher'"'"'s website, the request being received from a browser operating on a user device, the publisher'"'"'s website including at least one ad slot available to display at least one ad, and the at least one ad being stored at a third-party ad server associated with an advertiser;

in response to receiving the request, load the publisher'"'"'s website on the browser operating on the user device, the loading of the publisher'"'"'s website including retrieving the at least one ad from the third-party ad server associated with the advertiser and displaying the retrieved ad at the at least one ad slot of the publisher'"'"'s website;

execute browser-resident instructions stored on the browser that enable the publisher to capture, by the advertising-awareness server, exposure information of the at least one ad displayed within the at least one ad slot of the publisher'"'"'s website, the exposure information being received by the advertising-awareness server in real-time as the publisher'"'"'s website is being rendered by the browser, the execution of the browser-resident instructions causing the processor to;

a) locate a plurality of ads on the publisher'"'"'s website,

b) write, to an external server, content data representing each ad of the plurality of ads to re-size an original image of the ad for re-presentation in a questionnaire,

c) identify whether or not each ad of the plurality of ads was displayed in-view within the browser, and

d) store an in-view status of each ad of the plurality of ads, the in-view status being determined based at least in part on the identification of whether or not the ad was displayed in-view within the browser, and mark by at least one of the advertising-awareness server and the external server each ad of the plurality of ads indicating its corresponding in-view status;

e) construct dynamically an advertisement frame with an interrogation set of queries relating to the advertising for posing to consumers, each query of the set of queries corresponding to an ad of the plurality of ads, wherein the advertisement frame is for transmission to consumers on their user devices to select advertising that has been viewed by particular consumers compared to select advertising that has not actually been viewed by the particular consumers, wherein the interrogation set in the advertisement frame distinguishes advertising that has actually been viewed by the consumers from advertising that has not been viewed by the consumers, by further;

f) retrieving the content data representing a particular ad of the plurality of to serve at least a part of the interrogation set;

g) placing a call to at least one of the advertising-awareness server and the external server;

h) in response to placing the call, retrieving the in-view status of the particular ad and determining, based at least in part on the in-view status of the particular ad that a consumer operating the browser has been previously exposed to the particular ad on a particular website of the publisher'"'"'s in an active visit, but on a different page;

i) if the determination is affirmative, generating a reduced size image of the particular ad using the content data by re-sizing the original image of the particular ad, of and placing the reduced size image of the particular ad in a random position within the advertisement frame as a query of the set of queries of the interrogation set;

j) retrieving the content data representing an additional ad of the plurality of ads, the in-view status of the additional ad indicating that the additional ad was not displayed in-view within the browser; and

k) placing the additional ad as one or more additional images in the set of queries of the interrogation set;

l) generate consumer brand awareness data, by the advertising-awareness server, with respect to the advertising based upon determining recognition of the select advertising by the consumers who have actually viewed the advertising by receiving consumer input to designate the select advertising that the consumers have actually viewed, by further;

m) requesting, via using the advertisement frame, at least one of a click and gesture, indicating whether or not the consumer recognizes any image included in the set of images of the interrogation set;

n) receiving a particular indication corresponding to the particular ad or the additional ad; and

o) determining by the server a correct indication by comparison against stored data; and

p) accumulate, by the advertising-awareness server, results of at least the consumer brand awareness data with respect to the advertising by recording the result.

10. The system according to claim 9, wherein the content data associated with each ad of the plurality of ads includes at least one of text, picture, and video data.

11. The system according to claim 9, wherein a plurality of queries are formulated in a questionnaire to serve as the interrogation set and placing the interrogation set in an advertisement frame wherein the advertisements viewed by the consumers and not viewed by the consumers are dynamically inserted into the advertisement frame.

12. The system according to claim 9, wherein the recognition of the advertising by the consumers who have actually viewed the advertising is based on identifying the correct indication by the consumer, which is compared against previously stored data including page location of an advertisement.