System and method for delivering advertising with enhanced effectiveness

• US 20070208610A1
• Filed: 03/06/2006
• Published: 09/06/2007
• Est. Priority Date: 03/06/2006
• Status: Active Grant

• Current Assignee: Apple Inc.
• Original Assignee: Miva Incorporated
• Inventors: Pisaris-Henderson, Craig, Garcia, Anthony
• Granted Patent: US 8,700,469 B2
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06F 16/957 Browsing optimisation, e.g. caching or content distillation
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 40/00 Finance; Insurance; Tax strategies; Processing of corporate or income taxes

Abstract

A method for generating an advertisement impression which moves a selected instance of advertisement content in conjunction with a mouse pointer on a client rendering system includes defining, in a placement database, a plurality of instances of advertisement content. Each instance of advertisement content is associated with an advertisement category, a financial parameter, and response data. A selected instance of advertisement content is selected from the placement database. The selected instance of advertisement content is one of the plurality of instances of advertisement content that is associated with an advertisement category meeting selection criteria and a financial parameter meeting selection criteria. The selected instance of advertisement content is combined with pointer tracking instructions to generate the advertisement impression. The pointer tracking instructions are operative on the client rendering system to: i) move the selected instance of advertisement content in response to detecting user movement of the mouse pointer; ii) receive an indication of user response to the selected instance of advertisement content; and iii) in accordance with the response data associated with the selected instance of advertisement content perform one of: a) initiate a URL request to the redirect URL; and b) render the response content on the client rendering system.

Claims

1. A method for generating an advertisement impression which moves a selected instance of advertisement content in conjunction with a mouse pointer on a client rendering system, the method comprising:

defining, in a placement database, a plurality of instances of advertisement content;

each instance of advertisement content being associated with a financial parameter and response data;

the financial parameter defining an amount chargeable to the advertiser upon the occurrence of an assessment event associated with the instance of advertisement content;

the response data being at least one of;

i) data useful for determining a redirect URL to which a client rendering system is to be directed upon user response to the instance of advertisement content; and

ii) data useful for determining response content to be rendered on the client rendering system upon user response to the instance of advertisement content;

selecting from the placement database, a selected instance of advertisement content, the selected instance of advertisement content being one of the plurality of instances of advertisement content that is associated with a financial parameter meeting selection criteria;

combining the selected instance of advertisement content with pointer tracking instructions to generate the advertisement impression, the pointer tracking instructions being operative on the client rendering system to;

move the selected instance of advertisement content in response to detecting user movement of the mouse pointer;

receive an indication of user response to the selected instance of advertisement content; and

in accordance with the response data associated with the selected instance of advertisement content perform one of;

i) initiate a URL request to the redirect URL; and

ii) render the response content on the client rendering system.

2. The method of claim 1, wherein:

the step of defining, in a placement database, a plurality of instances of advertisement content further comprises associating each instance of advertisement content with an advertisement category identifier;

the selected instance of advertisement content is one of the plurality of instances of advertisement content that is both associated with an advertisement category identifier meeting selection criteria and a financial parameter meeting selection criteria.

3. The method of claim 2, wherein the response data is response content in the form a coupon and instructions to initiate printing of the coupon on the client rendering system.

4. The method of claim 3:

further comprising associating the advertisement impression with a unique impression identifier;

the response content in the form of a coupon includes the unique impression identifier thereon when the coupon is printed; and

the assessment event comprises use of the coupon in a transaction, the coupon being identified by its unique impression identifier.

5. The method of claim 1, wherein:

the response data includes response content in the form of a right click menu; and

the pointer tracking instructions, in accordance with the response data;

render the right click menu on the client rendering system; and

decouple the mouse pointer from movement of the mouse pointer to enable selection of a menu choice form the right click menu

6. The method of claim 5, wherein the response content further includes a coupon and instructions to initiate printing of the coupon on the client rendering system in response to selection of a print coupon choice from the right click menu.

7. The method of claim 6:

further comprising associating the advertisement impression with a unique impression identifier;

the response content in the form of a coupon includes the unique impression identifier thereon when the coupon is printed; and

the assessment event comprises use of the coupon in a transaction, the coupon being identified by its unique impression identifier.

8. The method of claim 1, further comprising associating the advertisement impression with initiation data, the initiation data effective to delay the rendering of the selected instance of advertisement content on the client rendering system until the occurrence of an initiation event.

9. The method of claim 8, wherein the initiation event is the occurrence of a predetermined time.

10. The method of claim 8, wherein the pointer tracking instructions further comprise instructions which effect closing of a window in which the selected instance of advertisement content is rendered at a predetermined time after the initiation event.

11. The method of claim 8, wherein:

the selected instance of advertisement content further comprises audio advertisement content; and

the pointer tracking instructions are further effective to initiate output of the audio advertisement content by the client rendering system in conjunction with display of the instance of advertisement content upon the occurrence of the initiation event.

12. An advertisement system for providing an instance of advertisement content which moves in conjunction with a mouse pointer on a client rendering system, the advertisement system comprising:

a placement database storing a plurality of instances of advertisement content, each instance of advertisement content being stored in association with a financial parameter and response data;

the financial parameter defining an amount chargeable to the advertiser upon the occurrence of an assessment event associated with the instance of advertisement content;

the response data defining at least one of;

i) data useful for determining a redirect URL to which a client rendering system is to be directed upon user response to the instance of advertisement content; and

ii) data useful for determining response content to be rendered on the client rendering system upon user response to the instance of advertisement content;

a distribution object obtaining from the placement database, a selected instance of advertisement content, the selected instance of advertisement content being a one of the plurality of instances of advertisement content that is associated with a financial parameter meeting selection criteria;

an advertisement delivery object combining the selected instance of advertisement content with pointer tracking instructions, the pointer tracking instructions being operative on the client rendering system to;

move the selected instance of advertisement content in response to detecting user movement of the mouse pointer;

receive an indication of user response to the selected instance of advertisement content; and

in accordance with the response data associated with the selected instance of advertisement content perform one of;

i) initiate a URL request to the redirect URL; and

ii) render the response content on the client rendering system.

13. The advertisement system of claim 12, wherein:

the placement database further stores each of the plurality of instances of advertisement content in association with an advertisement category identifier; and

the selected instance of advertisement content is one of the plurality of instances of advertisement content that is both associated with an advertisement category identifier meeting selection criteria and a financial parameter meeting selection criteria.

14. The advertisement system of claim 13, wherein the response data is response content in the form a coupon and instructions to initiate printing of the coupon on the client rendering system.

15. The advertisement system of claim 14:

wherein at least one of the distribution object and the advertisement delivery object combines the selected instance of advertisement content with a unique impression identifier;

the response content is in the form of a coupon that includes the unique impression identifier thereon when the coupon is printed; and

the assessment event comprises use of the coupon in a transaction, the coupon being identified by its unique impression identifier.

16. The advertisement system of claim 12, wherein:

the response data includes response content in the form of a right click menu; and

the pointer tracking instructions, in accordance with the response data;

render the right click menu on the client rendering system; and

decouple the mouse pointer from movement of the mouse pointer to enable selection of a menu choice form the right click menu

17. The advertisement delivery system of claim 16, wherein the response content further includes a coupon and instructions to initiate printing of the coupon on the client rendering system in response to selection of a print coupon choice from the right click menu.

18. The advertisement delivery system of claim 17:

wherein at least one of the distribution object and the advertisement delivery object combines the selected instance of advertisement content with a unique impression identifier;

the response content is in the form of a coupon that includes the unique impression identifier thereon when the coupon is printed; and

the assessment event comprises use of the coupon in a transaction, the coupon being identified by its unique impression identifier.

19. The advertisement system of claim 12, wherein the placement database further stores each of the plurality of instances of advertisement content in association with initiation data, the initiation data effective to delay the rendering of the selected instance of advertisement content on the client rendering system until the occurrence of an initiation event.

20. The advertisement system of claim 19, wherein the initiation event is the occurrence of a predetermined time.

21. The advertisement system of claim 19, wherein the pointer tracking instructions further comprise instructions which effect closing of a window in which the selected instance of advertisement content is rendered at a predetermined time after the initiation event.

22. The advertisement system of claim 19, wherein:

the selected instance of advertisement content further comprises audio advertisement content; and

the pointer tracking instructions are further effective to initiate output of the audio advertisement content by the client rendering system in conjunction with display of the instance of advertisement content upon the occurrence of the initiation event.

23. An advertisement system for providing an instance of advertisement content for rendering within a window object that moves in conjunction with a mouse pointer on a client rendering system, the advertisement system comprising:

a placement database storing a plurality of instances of advertisement content, each instance of advertisement content being stored in associate with a financial parameter and response data;

the financial parameter defining an amount chargeable to the advertiser upon the occurrence of an assessment event associated with the instance of advertisement content;

the response data defining at least one of;

i) data useful for determining a redirect URL to which a client rendering system is to be directed upon user response to the instance of advertisement content; and

ii) data useful for determining response content to be rendered on the client rendering system upon user response to the instance of advertisement content;

a distribution object receiving an advertisement request from an advertisement delivery system, the advertisement request including a query parameter, the distribution object in response to receiving the advertisement request;

obtaining, from the placement database, a selected instance of advertisement content, the selected instance of advertisement content being one of the plurality if instances of advertisement content that is associated with;

i) an advertisement category corresponding to the query parameter; and

ii) a financial parameter meeting selection criteria;

providing the selected instance of advertisement content to the advertisement delivery system; and

the advertisement delivery system combining the selected instance of advertisement content with pointer tracking instructions to form the advertisement impression, the pointer tracking instructions being operative on the client rendering system to;

move the selected instance of advertisement content in response to detecting user movement of the mouse pointer;

receive an indication of user response to the selected instance of advertisement content; and

in accordance with the response data associated with the selected instance of advertisement content perform one of;

i) initiate a URL request to the redirect URL; and

ii) render the response content on the client rendering system.

24. The advertisement system of claim 23, wherein the response data is response content in the form a coupon and instructions to initiate printing of the coupon on the client rendering system.

25. The advertisement system of claim 24:

wherein at least one of the distribution object and the advertisement delivery object combines the selected instance of advertisement content with a unique impression identifier;

the response content is in the form of a coupon that includes the unique impression identifier thereon when the coupon is printed; and

the assessment event comprises use of the coupon in a transaction, the coupon being identified by its unique impression identifier.

26. The advertisement system of claim 23, wherein:

the response data includes response content in the form of a right click menu; and

the pointer tracking instructions, in accordance with the response data;

render the right click menu on the client rendering system; and

decouple the mouse pointer from movement of the mouse pointer to enable selection of a menu choice form the right click menu

27. The advertisement delivery system of claim 26, wherein the response content further includes a coupon and instructions to initiate printing of the coupon on the client rendering system in response to selection of a print coupon choice from the right click menu.

28. The advertisement delivery system of claim 27:

wherein at least one of the distribution object and the advertisement delivery object combines the selected instance of advertisement content with a unique impression identifier;

the response content is in the form of a coupon that includes the unique impression identifier thereon when the coupon is printed; and

the assessment event comprises use of the coupon in a transaction, the coupon being identified by its unique impression identifier.

29. The advertisement system of claim 23, wherein the placement database further stores each of the plurality of instances of advertisement content in association with initiation data, the initiation data effective to delay the rendering of the selected instance of advertisement content on the client rendering system until the occurrence of an initiation event.

30. The advertisement system of claim 29, wherein the initiation event is the occurrence of a predetermined time.

31. The advertisement system of claim 29, wherein the pointer tracking instructions further comprise instructions which effect closing of a window in which the selected instance of advertisement content is rendered at a predetermined time after the initiation event.

32. The advertisement system of claim 29, wherein:

the selected instance of advertisement content further comprises audio advertisement content; and

the pointer tracking instructions are further effective to initiate output of the audio advertisement content by the client rendering system in conjunction with display of the instance of advertisement content upon the occurrence of the initiation event.