Method and system for valuing advertising content

• US 20060111968A1
• Filed: 11/19/2004
• Published: 05/25/2006
• Est. Priority Date: 11/19/2004
• Status: Active Grant

• Current Assignee: Nielsen Sports America LLC (Nielsen Holdings plc)
• Original Assignee: Image Impact, Inc. (Nielsen Holdings plc)
• Inventors: Feyerabend, David Thomas, Sharma, Neal Arjuna, Singh, Jasvindarjit, Cline, William Russell Jr., Williams, Gerald Bruce
• Granted Patent: US 8,036,932 B2
• Time in Patent Office: Days
• US Class Current: 705/14.690
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

Methods and media are provided for objectively valuing advertising content (or the potential viewer impact thereof) that occur during the course of an event or other presentation (such as TV sitcom). In one embodiment the method includes receiving a source of media, indexing a set of sponsorship images within the media to provide a set of indices, and providing valuation factors by aggregating the indices so that valuation factors can be derived that indicate a viewer'"'"'s potential awareness of the advertising content or images therein. The valuation factors can be used in connection with a benchmark, such as the 30-second spot rate or time, to determine a value associated with the media source, including a monetary value.

Claims

1. A method for valuing advertising content, the method comprising:

receiving a source of media;

without employing image-recognition software, indexing a plurality of sponsorship detections within the media to provide a set of indices, said indexing based on a set of attributes associated with one or more images in each of said detections, said attributes including a size indication, a duration indication, and an isolation indication; and

providing one or more valuation factors by aggregating the indices, wherein the one or more valuation factors indicate the potential of a viewer'"'"'s awareness of the plurality of sponsorship detections.

2. The method of claim 1, wherein said source of media includes:

a source of video;

a source of audio, said audio including audio mentions; and

combinations thereof.

3. The method of claim 2, wherein the source of video includes at least one of:

a live feed;

a streaming video, including video received via a network, including the Internet;

a video recording embodied on a machine-readable medium, including magnetic media or optical media.

4. The method of claim 1, wherein said sponsorship detections include:

an advertising sign;

a logo;

a graphic including a computer-generated graphic;

a mark;

an advertorial;

a verbal mention;

a jingle; and

/or

combinations thereof.

5. The method of claim 4, wherein

said size indication indicates a portion of screen real estate consumed by said one or more images;

said duration indication indicates a length of time that said one or more images was viewable; and

said isolation indication indicates whether a first image associated with a first sponsor appears with a second image associated with a second sponsor.

6. The method of claim 5, wherein indexing a plurality of sponsorship detections comprises respectively associating each of said one or more images with a plurality of image attributes.

7. The method of claim 6, wherein the plurality of image attributes includes one or more of:

a size of a sponsorship image observable on a viewing device;

a sequence identifier, wherein said sequence identifier can be used to derive a duration that a sponsorship image is observable on said viewing device;

an isolation designation that indicates whether a first sponsorship image appears with a second sponsorship image on the viewing device; and

combinations thereof.

8. The method of claim 5, wherein providing one or more valuation factors includes providing an image-impact indicator that reflects an adjusted duration factor.

9. The method of claim 8, wherein said adjusted duration factor is related to a benchmark conventional advertising pricing period, said conventional advertising pricing period including a first period associated with a conventional advertisement, said first period including about 30 seconds.

10. The method of claim 8, wherein the image-impact indicator is further derived by accounting for one or more of the following variables:

a tier level of a sponsor associated with the sponsorship detections;

a flat index factor;

a diminishing-utility factor; and

/or

an indication of where the sponsorship detections appeared.

11. The method of claim 5, wherein the one or more valuation factors corresponds to a monetary value associated with the plurality of sponsorship detections.

12. One or more computer-readable media having computer-useable instructions embodied thereon for performing the method of claim 1.

13. One or more computer-readable media having computer-useable instructions embodied thereon for performing a method of valuing sponsorship that appears in a media source, the method comprising:

identifying from the media source a plurality of advertising occurrences from the media source;

without employing image-recognition software, indexing the advertising occurrences according to a set of attributes, said attributes including a size indication, a duration indication, and an isolation indication; and

based on the indexing, deriving one or more valuation metrics of the set of images.

14. The media of claim 13, wherein said advertising occurrences include:

an advertising sign;

a logo;

a graphic including a computer-generated graphic;

a mark;

an advertorial;

a verbal mention;

a jingle; and

/or

combinations thereof.

15. The media of claim 14, wherein identifying the plurality of advertising occurrences comprises:

segmenting a video component of the media source into a plurality of segments;

associating one or more attributes with each of said plurality of segments; and

analyzing the attributes to determine which of the plurality of segments or a subset of the plurality of segments satisfy a provided criteria that, if met, qualify the segment or subset as an advertising occurrence.

16. The media of claim 15, wherein indexing the advertising occurrences, comprises:

respectively associating an individual score to each of the plurality of advertising occurrences.

17. The media of claim 16, wherein indexing the advertising occurrences further comprises:

classifying each of the plurality of advertising occurrences according to their respective individual scores.

18. The media of claim 17, wherein deriving one or more valuation metrics comprises deriving an image-impact indicator (III) that reflects a degree of potential viewer impression related to said sponsorship.

19. The media of claim 18, wherein deriving one or more valuation metrics comprises aggregating the individual detection scores.

20. The media of claim 18, wherein aggregating the individual detection scores includes summing the individual detection scores.

21. The media of claim 19, wherein deriving one or more valuation metrics further includes deriving a monetary valuation factor associated with said sponsorship.

22. The media of claim 21, wherein deriving the monetary valuation factor comprises:

scaling the individual detection scores based on the one or more attributes;

adjusting a set of duration factors associated with the advertising occurrences; and

combining the adjusted duration factors with the scaled detection scores to derive an index factor that can be applied against a benchmark valuation metric to determine a monetary value of the sponsorship,

wherein the benchmark valuation metric includes a cost of a conventional television commercial, including a 30-second spot rate.

24. The method of claim 13, wherein said sponsorship detections include:

an advertising sign;

a logo;

a graphic including a computer-generated graphic;

a mark;

an advertorial;

a verbal mention;

a jingle; and

/or

combinations thereof.

23. A method for quantifying the potential impact of advertising content, the method comprising:

receiving a source of media;

without employing image-recognition software, indexing a plurality of sponsorship detections within the media to provide a set of indices, said indexing based on a set of attributes associated with one or more images in each of said detections, said attributes including a size indication, a duration indication, and an isolation indication;

aggregating the indices to provide one or more valuation metrics that conveys a viewer'"'"'s potential awareness of the advertising content; and

generating one or more reports based on the valuation metrics.

25. The method of claim 23, wherein said reports include one or more tabular of graphical depictions of the potential impact of the advertising content.