Entering advertisement creatives and buying ad space in offline properties, such as print publications for example, online

• US 20070061196A1
• Filed: 09/30/2005
• Published: 03/15/2007
• Est. Priority Date: 09/12/2005
• Status: Abandoned Application

• Current Assignee: Google Inc. (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Axe, Brian, Rajaram, Gokul, Miller, Steve, Wojcicki, Susan
• Application Number:
  US11/240,793
• Publication Number:
  US 20070061196A1
• 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 30/0273 Determination of fees for advertising

Abstract

Processes for advertising on offline properties, such as print publications, may be improved by (a) accepting ad creative information and associating it with an ad identifier, (b) accepting offline property information and associating it with a property identifier, (c) determining at least one ad, each having an associated ad identifier, to be placed in or on an ad spot of an offline property, (d) generating a final ad using the ad creative information associated with the at least one ad identifier associated with the determined at least one ad, and (e) providing the final ad to an entity for placement on or in the offline property.

Claims

1. A computer-implemented method comprising:

a) accepting ad creative information and associating it with an ad identifier;

b) accepting offline property information and associating it with a property identifier;

c) determining at least one ad, each having an associated ad identifier, to be placed in or on an ad spot of an offline property;

d) generating a final ad using the ad creative information associated with the at least one ad identifier associated with the determined at least one ad; and

e) providing the final ad to an entity for placement on or in the offline property.

2. The computer-implemented method of claim 1 wherein the act of determining at least one ad to be placed in or on an ad spot of an offline property includes accepting an advertiser selection of an offline property and associating the selection with the ad identifier.

3. The computer-implemented method of claim 1 wherein the offline property is a print publication.

4. The computer-implemented method of claim 3 wherein the ad spot is selected from a group of ad spots consisting of (A) a multi-page ad spot, (B) a full page ad spot, (C) a fractional page ad spot, and (D) a printed insert.

5. The computer-implemented method of claim 1 wherein the ad spot is selected from a group of ad spots consisting of (A) a multi-page ad spot, (B) a full page ad spot, (C) a fractional page ad spot, and (D) a printed insert.

6. The computer-implemented method of claim 1 wherein the ad spot is a full page ad in a printed publication, and the final ad includes a plurality of ads.

7. The computer-implemented method of claim 6 wherein the final ad consists essentially of 6-8 ads.

8. The computer-implemented method of claim 6 wherein at least one of the plurality of ads includes a headline, descriptive text, and a visual component, the visual component including at least one of (A) an image and (B) a logo.

9. The computer-implemented method of claim 8 wherein the at least one of the plurality of ads further includes a telephone number.

10. The computer-implemented method of claim 8 wherein the at least one of the plurality of ads further includes an Internet address.

11. The computer-implemented method of claim 1 further comprising:

f) receiving a payment from advertisers associated with each of the at least one ad determined to be placed in or on an ad spot of an offline property; and

g) making a payment to an owner associated with the offline property.

12. The computer-implemented method of claim 1 further comprising:

f) confirming that the final ad was placed in or one the offline property;

g) receiving a payment from advertisers associated with each of the at least one ad determined to be placed in or on an ad spot of an offline property; and

h) making a payment to an owner associated with the offline property.

13. The computer-implemented method of claim 1 wherein the act of determining at least one ad to be placed in or on an ad spot of an offline property includes

for each ad, accepting offline property targeting information and associating it with an ad identifier,

accepting relevance information associated with an ad spot, and

determining at least one ad relevant to the ad spot using the offline property targeting information and the ad spot relevance information.

14. The computer-implemented method of claim 13 wherein if there are more relevant ads than can be accommodated by the ad spot, then arbitrating among the relevant ads to determine one or more winning ads.

15. The computer-implemented method of claim 1 wherein the offline property information includes one or more of (A) a printed publication name, (B) content of a printed publication, (C) topics of the printed publication, (D) themes of the printed publication, (E) article titles of the printed publication, (F) printed publication reader demographic information, (G) ad spot type or types, (H) ad spot price or prices, (I) time that printed publication will be in print, and (J) geographic distribution of printed publication.

16. The computer-implemented method of claim 15 further comprising:

accepting an advertiser search query,

searching the offline property information using information in the accepted advertiser search query to generate search results, and

providing the search results to the advertiser.

17. The computer-implemented method of claim 16 further comprising:

accepting an advertiser selection of at least one of the search results provided to the advertiser.

18. The computer-implemented method of claim 1 wherein the offline property information includes one or more of (A) an offline property name, (B) content of the offline property, (C) topics of the offline property, (D) themes of the offline property, (E) offline property audience demographic information, (F) ad spot type or types, (G) ad spot price or prices, (H) time that offline property will be in public, and (J) geographic location or locations of the offline property.

19. The computer-implemented method of claim 18 wherein the offline property is selected from a group of offline properties consisting of (A) a billboard, (B) signage, (C) a placard, (D) a poster, (E) a banner, and (F) a sandwich board.

20. The computer-implemented method of claim 18 further comprising:

accepting an advertiser search query,

searching the offline property information using information in the accepted advertiser search query to generate search results, and

providing the search results to the advertiser.

21. The computer-implemented method of claim 20 further comprising:

accepting an advertiser selection of at least one of the search results provided to the advertiser.

23. A computer-readable medium having stored thereon computer-executable instructions which, when executed by a computer, perform the method of claim 1

22. Apparatus comprising:

a) means for accepting ad creative information and associating it with an ad identifier;

b) means for accepting offline property information and associating it with a property identifier;

c) means for determining at least one ad, each having an associated ad identifier, to be placed in or on an ad spot of an offline property;

d) means for generating a final ad using the ad creative information associated with the at least one ad identifier associated with the determined at least one ad; and

e) means for providing the final ad to an entity for placement on or in the offline property.