Systems and methods of achieving optimal advertising

• US 20050289005A1
• Filed: 05/18/2005
• Published: 12/29/2005
• Est. Priority Date: 05/18/2004
• Status: Abandoned Application

• Current Assignee: AOL Advertising Incorporated (Apollo Global Management, Inc.)
• Original Assignee: AOL Advertising Incorporated (Apollo Global Management, Inc.)
• Inventors: Hrycay, Mark, Ferber, Scott, Ferber, John B., Luenberger, Robert
• Application Number:
  US11/132,731
• Publication Number:
  US 20050289005A1
• Time in Patent Office: Days
• US Class Current: 705/14.43
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0254 based on statistics

Abstract

A system and method for achieving optimal advertising is disclosed. In Internet advertising embodiments, small quantities of experimental advertising banner designs are tested to extract valuable information from the experiments. One or more embodiments can also incorporate array mathematics to help select and analyze the ad design elements that improve the results (e.g., click-thru-rate, revenue-per-impression, etc.) of the overall advertising campaigns. Embodiments of the present invention can also utilize a process of identifying influential design elements, selecting and testing banners representative of such design elements, obtaining feedback, and analyzing it to extract information from the experiments about which design elements are most important and which combination of design elements lead to the best overall banner. By providing substantive results via fewer test banner designs, the present invention decreases the costs associated with running advertising campaigns and otherwise improves the efficiency and success rates of an advertising provider.

Claims

1. A method for optimal determination of advertisements for display, the method comprising the steps of:

(a) selecting a test design keyed to variables relating to an ad;

(b) creating ad media according to the test design;

(c) serving the ad media to ad recipients;

(d) collecting result data regarding the serving/service of the ad media;

(e) analyzing the result data, including (i) obtaining performance data based on the result data, and (ii) determining performance along each variable via processing that includes array mathematics; and

(f) determining projections for the variables.

2. The method of claim 1 wherein the processing includes application of an orthogonal array.

3. The method of claim 2 wherein the processing includes application of a Taguchi methodology to determine the performance.

4. The method of claim 1 wherein the collecting result data step includes tracking the ad media.

5. The method of claim 4 wherein the tracking of the ad media includes tracking how many times each of the ad images was served.

6. The method of claim 4 wherein the tracking of the ad media includes tracking how many clicks are received for the ad images served.

7. The method of claim 4 wherein the tracking of the ad media includes tracking how many conversions result for the ad images served.

8. The method of claim 4 wherein the tracking of the ad media includes tracking information relating to revenue regarding the ad images served.

9. The method of claim 1 wherein, in the serving step, the ad images are distributed in a manner which achieves uniformed/balanced results that thereby enable a correct analysis.

10. The method of claim 8 wherein the ad images are distributed randomly.

28. The method of any one of claims 4-27 wherein the processing includes application of an orthogonal array.

29. The method of claim 28 wherein the processing includes application of a Taguchi methodology to determine the performance.

11. A method of determining optimal advertisements for display, the method comprising the steps of:

(a) determining one or more variables to analyze;

(b) selecting one or more elements from each of the one or more variables,

wherein the one or more elements are values to which output results of the analysis pertain;

(c) determining combinations of the one or more elements to distribute via application of a test design array/matrix;

(d) creating ad images according to the determined combinations;

(e) serving the ad images to customers;

(f) tracking the ad images to yield results;

(g) analyzing the results, including;

(i) obtaining performance data based on the results, and (ii) determining performance along each variable; and

(h) reporting projections for all combinations of variables.

12. The method of claim 11 wherein the tracking step includes tracking how many times each of the ad images was served.

13. The method of claim 11 wherein the tracking step includes tracking how many clicks are received for the ad images served.

14. The method of claim 11 wherein the tracking step includes tracking how many conversions result for the ad images served.

15. The method of claim 11 wherein the tracking step includes tracking information relating to revenue regarding the ad images served.

16. The method of claims 4 or 11 wherein the tracking step includes one or more routines selected from the group consisting of tracking how many times each of the ad images was served, tracking how many clicks are received for the ad images served, tracking how many conversions result for the ad images served, and tracking information relating to revenue regarding the ad images served.

17. The method of claims 4 or 11 wherein the tracking step includes two or more routines selected from the group consisting of tracking how many times each of the ad images was served, tracking how many clicks are received for the ad images served, tracking how many conversions result for the ad images served, and tracking information relating to revenue regarding the ad images served.

18. The method of claims 4 or 11 wherein the tracking step includes three or more routines selected from the group consisting of tracking how many times each of the ad images was served, tracking how many clicks are received for the ad images served, tracking how many conversions result for the ad images served, and tracking information relating to revenue regarding the ad images served.

19. The method of claims 4 or 11 wherein the tracking step includes tracking how many times each of the ad images was served, tracking how many clicks are received for the ad images served, tracking how many conversions result for the ad images served, and tracking information relating to revenue regarding the ad images served.

20. The method of claim 11 wherein, in the serving step, the ad images are distributed in a manner which achieves uniformed/balanced results that thereby enable a correct analysis.

21. The method of claim 20 wherein the ad images are distributed randomly.

22. A method of processing result data obtained from the service of ads to ad recipients, the method comprising the steps of:

(a) identifying variables associated with the ads for analysis;

(b) acquiring a test design array having parameters corresponding to the identified variables;

(c) obtaining first performance data based on result data obtained from service of the ads;

(d) determining second performance data along each of the variables via processing that includes application of an orthogonal array; and

(e) calculating a projection for a best ad to be served.

23. The method of claim 22 wherein the determined performance data is calculated and made available as a first output.

24. The method of claim 22 wherein the second performance data is summary level data for each of the variables and is made available as a second output.

25. The method of claim 22 wherein the determining of second performance data step includes determination of individual placement data that is made available as a third output.

26. The method of claim 22 wherein the calculation of the best ad to be served is made available as a fourth output.

27. The method of claim 22 wherein the determining of second performance data step includes a first calculation of a summary across all network placements, and a second calculation that splits out larger web placements to determine to what extent the variables'"'"' effects are established consistently across all placements.

30. A system of achieving optimal advertising, including:

(a) an ad banner generating component that generates ads;

(b) an ad server configured to serve the ads to ad recipients;

(c) a processing component configured to process success-related information concerning distribution of the ads;

(d) a database component that stores data concerning the ads; and

(e) a computing component including a computer readable medium embodying a program of instructions concerning the steps of;

(i) selecting a test design keyed to variables relating to an ad;

(ii) collecting result data regarding the service of the ad;

(iii) analyzing the result data, including obtaining performance data based on the result data, and determining performance along each variable via processing that includes array mathematics; and

(iv) determining projections for the variables.

31. The system of claim 30 wherein the array mathematics include application of a Taguchi methodology.

32. A article of manufacture embodying a program of instruction readable by a computer to cause a processor to execute the steps of:

(a) selecting a test design keyed to variables relating to an ad;

(b) creating ad media according to the test design;

(c) serving the ad media to ad recipients;

(d) collecting result data regarding the serving/service of the ad media; and

(e) analyzing the result data, including (i) obtaining performance data based on the result data, and (ii) determining performance along each variable via processing that includes array mathematics; and

(f) determining projections for the variables.

33. The system of claim 32 wherein the array mathematics include application of a Taguchi methodology.