Determining relative effectiveness of media content items

• US 10,489,795 B2
• Filed: 11/16/2009
• Issued: 11/26/2019
• Est. Priority Date: 04/23/2007
• Status: Active Grant

• Current Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Original Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Inventors: Klein, Mark D., Browne, Jason, Paterson, Craig Dougal
• Primary Examiner(s): Frunzi, Victoria E
• Application Number:
  US12/618,950
• Publication Number:
  US 20100114668A1
• Time in Patent Office: 3,662 Days
• Field of Search: 705 14, 705 1443, 705 1445
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0246 Traffic

Abstract

The effectiveness of advertisements with respect to a group of panelists is measured. Based on the results of such analysis, advertisements and/or variants thereof are selected for presentation to consumers. Effectiveness of advertisements may be measured by detecting exposure to advertisements, and then monitoring panelist behavior following exposure to an advertisement. A group of panelists may be a representative sample of a larger population, so that observations of panelist behavior can be used as a basis for making decisions regarding presentation of advertisements to a larger audience having characteristics similar to those of the panelists. Once the relative effectiveness for various audiences has been determined, advertisements can be selected for presentation to individual consumers or to groups of consumers, so as to maximize effectiveness. Such analysis and selection may be performed substantially in real-time.

Claims

1. A method comprising:

associating corresponding panelists of a plurality of panelists with corresponding groups based on one or more characteristics of the panelists;

sampling ambient audio collected by a mobile computing device to generate sampled audio;

generating first signatures or collecting first human-inaudible codes from the sampled audio to identify first media having audio included in the ambient audio and exposed to a first panelist of the plurality of panelists, the media identified by comparing the generated first signatures or collected first human-inaudible codes to reference signatures or reference human-inaudible codes associated with reference media;

accessing, with a computing device, a notification of a first Internet action performed by the first panelist;

correlating, with the computing device, the first Internet action with exposure to the first media identified based on the generated first signatures or collected first human-inaudible codes, the correlating of the first Internet action performed substantially instantaneously as the first Internet action occurs in response to the notification of the first Internet action;

determining a first effectiveness score of the first media in affecting behavior of a first one of the groups of panelists based on the correlation of the first Internet action with the exposure to the first media;

generating second signatures or collecting second human-inaudible codes to identify second media exposed to the first panelist or to a second panelist of the plurality of panelists by comparing the collected second signatures or the generated second human-inaudible codes to the reference signatures or the reference human-inaudible codes associated with the reference media, the second panelist and the first panelist belonging to a same one of the groups;

accessing, with the computing device, a notification of a second Internet action performed by the first panelist or the second panelist;

correlating, with the computing device, the second Internet action with exposure to the second media identified based on the second signatures or second human-inaudible codes, the correlating of the second Internet action performed substantially instantaneously as the second Internet action occurs in response to the notification of the second Internet action;

determining a second effectiveness score of the second media in affecting behavior for the first group based on the correlation of the second Internet action with the exposure to the second media;

performing a comparison of the first effectiveness score and the second effectiveness score to determine a higher effectiveness score for affecting the first group;

accessing data indicative of a characteristic of a user who is not a panelist;

associating the user with the first group based on the characteristic of the user;

selecting, with the computing device, the first media or the second media for presentation to the user based on the higher effectiveness score and the first group with which the user is associated; and

electronically transmitting the selected one of the first media or the second media from the computing device for presentation to the user.

2. The method of claim 1, wherein the selected one of the first media or the second media includes an advertisement.

3. The method of claim 1, wherein:

the selected one of the first media or the second media is presented via a first communication mechanism; and

at least one of the first Internet action or the second Internet action includes a communication transmitted via a second communication mechanism different from the first communication mechanism.

4. The method of claim 1, further including:

monitoring, with the computing device, an additional exposure of the first panelist to the first media;

receiving, with the computing device, an additional notification of an additional Internet action performed by the first panelist;

correlating, with the computing device, the additional Internet action with the additional exposure to the first media to determine an updated effectiveness score of the first media in affecting behavior of panelists in the first group; and

presenting the updated effectiveness score via an output device.

5. The method of claim 4, wherein correlating the additional Internet action with the additional exposure to the first media is performed by the computing device substantially instantaneously in response to the additional notification.

6. The method of claim 1, wherein accessing data indicative of the characteristic of the user, associating the user with the first group, selecting the first media or the second media for presentation to the user, and transmitting the selected one of the first media or the second media are performed by the computing device in response to receiving a request for media to be presented to the user.

7. The method of claim 6, wherein the request for media to be presented to the user includes at least one of:

a request for a web page;

a request for a resource associated with a web page;

a request for a component associated with a web page;

a request for an advertisement to be displayed in connection with a web page;

a request for audiovisual content to be presented to the user;

or

a request for a television commercial to be presented to the user.

8. The method of claim 1, further including:

storing a representation of the first effectiveness score and the second effectiveness score in a database;

wherein selecting the first media or the second media for presentation to the user includes;

retrieving a previously stored representation of the first effectiveness score of the first media and the second effectiveness score of the second media in affecting behavior of a first one of the groups having the determined characteristic of the user; and

selecting the first media or the second media based on the previously stored representation of the first effectiveness score and the second effectiveness score.

9. The method of claim 6, wherein the selected media includes an advertisement.

10. The method of claim 1, wherein the selected media includes at least one of:

a discount offer;

an audiovisual program;

a song;

an audio program;

a game;

a survey;

a representation of award points;

a coupon;

or

an invitation.

11. The method of claim 1, wherein transmitting the selected one of the first media or the second media includes transmitting the selected one of the first media or the second media to an output device viewable by the user.

12. The method of claim 1, wherein transmitting the selected one of the first media or the second media includes transmitting the selected one of the first media or the second media to a directly addressable media delivery device associated with the user.

13. The method of claim 1, wherein transmitting the selected media includes:

obtaining standard media from a media source;

inserting the selected one of the first media or the second media in the obtained standard media; and

transmitting the standard media, including the selected one of the first media or the second, for presentation to the user.

14. The method of claim 1, wherein selecting the first media or the second media for presentation to the user is further based on the characteristic of the user.

15. The method of claim 1, wherein selecting the first media or the second media for presentation to the user includes modifying existing media based on an effectiveness score of the existing media for one of the groups with which the user is associated, and transmitting the selected one of the first media or the second media includes transmitting the modified media for presentation to the user.

16. The method of claim 1, wherein the characteristic includes at least one of:

a demographic characteristic;

a geographic characteristic;

a characteristic based on previous purchases;

a characteristic based on previous actions;

or

a characteristic based on preferences.

17. The method of claim 1, wherein at least one of the first Internet action or the second Internet action performed by at least one of the first panelist or the second panelist includes a purchase of a product or a service associated with the first media or the second media to which the first or the second panelist has been exposed.

18. The method of claim 1, wherein at least one of the first Internet action or the second Internet action performed by at least one of the first panelist or the second panelist includes an action associated with the first media or the second media to which the first panelist or the second panelist has been exposed.

19. The method of claim 1, wherein at least one of the first media or the second media includes at least one of:

an audiovisual program;

a television program;

a movie;

a radio program;

content presented via a music delivery device;

content presented via an audio player;

content presented via a compact disc;

content presented via a DVD;

content presented via a Blu-Ray disc;

a video game;

content presented at a website;

or

content presented via an Internet browser.

20. The method of claim 1, wherein at least a one of the first media or the second media is presented via a broadcast medium.

21. The method of claim 20, wherein a second one of the first media or the second media is presented via a non-broadcast medium.

22. The method of claim 1, further including:

monitoring website visits for the first and second panelists; and

identifying a web page visited by the first and second panelists.

29. The method of claim 1, further including:

acquiring audio data from the first media;

detecting location information of the first panelist; and

dynamically adjusting a data acquisition rate of the audio data based on the location information, wherein the first signatures are generated or the first human-inaudible codes are collected based on the audio data.

30. The method of claim 1, wherein determining the first and second effectiveness scores and selecting the first media or the second media for presentation to the user are performed substantially instantaneously.

23. A computer-readable storage medium comprising computer program code, encoded on the storage medium, which when executed causes a processor to at least:

associate corresponding panelists of a plurality of panelists with corresponding groups based on one or more characteristics of the panelists;

sample ambient audio collected by a mobile computing device to generate sampled audio;

generate first signatures or collect first human-inaudible codes from the sampled audio to identify first media having audio included in the ambient audio and exposed to a first panelist of the plurality of panelists, the media identified by comparing the generated first signatures or collected first human-inaudible codes to reference signatures or reference human-inaudible codes associated with reference media;

access a notification of a first Internet action performed by the first panelist;

correlate, with a computing device, the first Internet action with exposure to the first media identified based on the generated first signatures or collected first human-inaudible codes, the correlating of the first Internet action performed substantially instantaneously as the first Internet action occurs in response to the notification of the first Internet action;

determine a first effectiveness score of the first media in affecting behavior of a first one of the defined groups of panelists based on the correlation of the first Internet action with the exposures to first media;

generate second signatures or collect second human-inaudible codes to identify second media exposed to the first panelist or to a second panelist of the plurality of panelists by comparing the generated second signatures or collected second human-inaudible codes to the reference signatures or the reference human-inaudible codes associated with reference media, the second panelist and the first panelist belonging to a same one of the groups;

access, with the computing device, a notification of a second Internet action performed by the second panelist;

correlate, with the computing device, the second Internet action with exposure to the second media identified based on the collected second signatures or generated second human-inaudible codes, the correlating of the second Internet action performed substantially instantaneously as the second Internet action occurs in response to the notification of the second Internet action;

determine a second effectiveness score of the second media in affecting behavior for the first group based on the correlation of the second Internet action with the exposure to second media;

perform a comparison of the first effectiveness score and the second effectiveness score to determine a higher effectiveness score for effecting the first group;

access data indicative of a characteristic of a user who is not a panelist;

associate the user with the first group based on the determined characteristic of the user;

select the first media or the second media for presentation to the user based on the higher effectiveness score and the first group with which the user is associated; and

transmit the selected one of the first media or the second media from the computing device for presentation to the user.

24. The computer-readable storage medium of claim 23, wherein the selected one of the first media or the second media includes an advertisement.

25. The computer-readable storage medium of claim 23, wherein:

the selected one of the first media or the second media is presented via a first communication mechanism; and

at least one of the first Internet action or the second Internet action includes a communication transmitted via a second communication mechanism different from the first communication mechanism.

31. The computer-readable storage medium of claim 23, wherein the computer program code further causes the processor to determine the first and second effectiveness scores and select the first media or the second media for presentation to the user substantially instantaneously.

26. A system comprising:

a plurality of panelist monitoring devices to;

sample ambient audio collected by a mobile computing device to generate sampled audio;

generate first signatures or collect first human-inaudible codes from the sampled audio to identify first media having audio included in the ambient audio and exposed to a first panelist of the plurality of panelists, the media identified by comparing the generated first signatures or collected first human-inaudible codes to reference signatures or reference human-inaudible codes associated with reference media;

monitor a first exposure to a first media by a first panelist of a plurality of panelists, the first media identified by comparing the generated first signatures or the collected first human-inaudible codes to reference signatures or reference human-inaudible codes associated with reference media;

access a notification of a first Internet action performed by the first panelist;

monitor a second exposure to a second media by at least one of the first panelist or a second panelist of the plurality of panelists, the second media identified by comparing generated second signatures or collected second human-inaudible codes to the reference signatures or the reference human-inaudible codes associated with reference media; and

access a notification of a second Internet action performed by the at least one of the first panelist or the second panelist; and

a processor to;

associate corresponding panelists of a plurality of panelists with corresponding groups based on one or more characteristics of the panelists;

correlate the first Internet action with the first exposure to the first media identified based on the collected first signatures or generated first human-inaudible codes, the correlating of the first Internet action performed substantially instantaneously as the first Internet action occurs in response to the notification of the first Internet action;

correlate the second Internet action with the second exposure to the second media identified based on the collected second signatures or generated second human-inaudible codes, the correlating of the second Internet action performed substantially instantaneously as the second Internet action occurs in response to the notification of the second Internet action;

determine a first effectiveness score of the first media in affecting behavior of a first group of panelists based on the correlated first Internet action;

determine a second effectiveness score of the second media in affecting behavior for the first group of panelists based on the correlated second Internet action;

perform a comparison of the first effectiveness score and the second effectiveness score to determine a higher effectiveness score;

access data indicative of a characteristic of a user who is not a panelist;

associate the user with the first group based on the determined characteristic of the user; and

select the first media or the second media for presentation to the user based on the higher effectiveness score and the first group with which the user is associated.

27. The system of claim 26, wherein at least one of the first media or the second media includes an advertisement.

28. The system of claim 26, wherein:

at least one of the first media or the second media is presented via a first communication mechanism; and

at least one of the first or the second Internet action includes a communication transmitted via a second communication mechanism different from the first communication mechanism.