RESPONSE MONITORING SYSTEM FOR AN ADVERTISING CAMPAIGN

• US 20080091516A1
• Filed: 10/17/2007
• Published: 04/17/2008
• Est. Priority Date: 10/17/2006
• Status: Abandoned Application

• Current Assignee: Giovanni Giunta
• Original Assignee: Giovanni Giunta
• Inventors: Giunta, Giovanni
• Application Number:
  US11/873,621
• Publication Number:
  US 20080091516A1
• Time in Patent Office: Days
• US Class Current: 705/14.42
• CPC Class Codes: G06Q 10/06375 Prediction of business process outcome or impact based on a proposed change
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0243 Comparative campaigns

Abstract

The system 11 includes an advertiser of the system 1101 which has joined an analytics network via client campaign server 301. The advertiser 1101 uses the analytics network to capture responses to each of his advertising placements 405. Responses originating from each advertising placement 405 are stored in the history 705 of the database 306 of each client campaign server 301. These responses will be specific to the individual advertising placements 405 which have been placed on any radio 1102 or television 1013, magazine 1104 or newspaper 1105 publication.

Claims

1. A system for monitoring responses to advertising campaigns, which system includes:

a transceiver associated with an advertiser configured to interface the system with one or more response mechanisms for in use receiving responses to an advertisement, which transceiver is configured to analyse such received responses to identify a manner in which a response was made, an advertisement in response to which the response was submitted, an identity of a consumer making such a response, and a date and time at which the response was submitted; and

an analytics network arranged in communication with the transceiver, which analytics network is configured to analyse the received responses from the transceiver according to a set of specified characteristics so that the advertiser is provided with an indication of responses received according to the characteristics specified.

2. A system as claimed in claim 1, wherein one or more response mechanisms are associated with a particular advertisement placed by an advertiser.

3. A system as claimed in claim 1, wherein the transceiver identifies the responder via the response mechanism used.

4. A system as claimed in claim 1, wherein the response mechanism includes a unique identifier associated with a certain product advertised.

5. A system as claimed in claim 1, wherein the transceiver is configured to interface with the relevant response mechanism to perform such transceivers associated functions, such as identifying a manner in which the response was made, the identity of the consumer, and the advertisement to which said response was made.

6. A system as claimed in claim 1, wherein the specified characteristics according to which the analytics network analyses the received responses from the transceiver include one or more of the following:

the product advertised, a time and method of dissemination of such an advertisement, the name of the publication in which the advertisement was placed, the size of the advertisement, the cost of the advertisement, and the response mechanism advertised with the product.

7. A system as claimed in claim 6, wherein the specified characteristic(s) link(s) a specific product and/or advertisement with a predetermined response mechanism so that the analytics network is able correlate a response to such an advertisement and/or product.

8. A system as claimed in claim 1, wherein the analytics network includes a response filter associated with the transceiver, which filter associates each response received by transceiver from a response mechanisms advertised in an advertising placement, allocates a time and date the response was received, identifies which response mechanism was used, identifies a consumer responding to an advertising placement, and matches the response mechanism used to a response mechanism assigned to an advertising placement.

9. A system as claimed in claim 8, wherein data thus created by the response filter is stored in a memory arrangement for storing a history of responses linked to advertisements, a history of consumers and their details, a history of the advertising campaigns run by the advertiser, products advertised by the advertiser, and the like.

10. A system as claimed in claim 9, wherein the analytics network includes an analytics engine associated with the memory arrangement for analyzing and tracking the responses to each advertising placement and campaign run by the advertiser.

11. A system as claimed in claim 10, wherein the analytics engine is associated with a media planning tool which provides the advertiser with the ability to revise the history of responses stored in the memory arrangement to determine which advertising placements and response mechanisms are the most effective in eliciting a response from consumers for a particular product advertised.

12. A system as claimed in claim 11, wherein the analytics engine accesses the history of responses in the memory arrangement to determine whether or not a consumer identified by the response filter responded to any other advertising placements of the advertiser.

13. A system as claimed in claim 1, wherein the analytics network includes a media scheduler interface for providing a means for a user of the analytics network to specify the characteristics of all advertisements used in the advertisers advertising campaign.

14. A system as claimed in claim 13, wherein the media scheduler interface includes a webpage which allows the user to specify the predetermined advertising characteristics.

15. A system as claimed in claim 13, wherein the media scheduler interface includes a dedicated software application installed on a computer of the advertiser which software is arranged in communication with the system.

16. A system as claimed in claim 1, wherein the system includes a central memory arrangement for storing data.

17. A system as claimed in claim 16, wherein the system includes a central analytics engine for analyzing data.

18. A system as claimed in claim 16, wherein the analytics network is interfaced with the central memory arrangement.

19. A system as claimed in claim 18, wherein data stored in the memory arrangement of the analytics network of an advertiser is shared with the central memory arrangement.

20. A system for monitoring responses to advertising campaigns, which system includes:

a plurality of transceivers, each associated with an advertiser, configured to interface the system with one or more response mechanisms for in use receiving responses to advertisements, which transceivers are configured to analyse such received responses to identify a manner in which a response was made, an advertisement in response to which the response was submitted, an identity of a consumer making such a response, and a date and time at which the response was submitted;

an analytics network arranged in communication with each transceiver, which analytics network is configured to analyse the received responses from the transceiver according to a set of specified characteristics so that advertisers are provided with an indication of responses received according to the characteristics specified; and

a central memory arrangement interfaced with the analytics networks as well as with a central analytics network for analyzing received responses.

21. A system as claimed in claim 20, wherein one or more response mechanisms are associated with a particular advertisement placed by an advertiser.

22. A system as claimed in claim 20, wherein the transceivers identify the responder via the response mechanism used.

23. A system as claimed in claim 20, wherein the response mechanism includes a unique identifier associated with a certain product advertised.

24. A system as claimed in claim 20, wherein the transceivers are configured to interface with the relevant response mechanism to perform such transceivers'"'"' associated functions, such as identifying a manner in which the response was made, the identity of the consumer, and the advertisement to which said response was made.

25. A system as claimed in claim 20, wherein the specified characteristics according to which the analytics networks analyses the received responses from the transceivers include one or more of the following:

the product advertised, a time and method of dissemination of such an advertisement, the name of the publication in which the advertisement was placed, the size of the advertisement, the cost of the advertisement, and the response mechanism advertised with the product.

26. A system as claimed in claim 25, wherein the specified characteristic(s) link(s) a specific product and/or advertisement with a predetermined response mechanism so that the analytics networks are able correlate a response to such an advertisement and/or product.

27. A system as claimed in claim 20, wherein each analytics network includes a response filter associated with the relevant transceiver, which filter associates each response received by transceiver from a response mechanisms advertised in an advertising placement, allocates a time and date the response was received, identifies which response mechanism was used, identifies a consumer responding to an advertising placement, and matches the response mechanism used to a response mechanism assigned to an advertising placement.

28. A system as claimed in claim 27, wherein data thus created by the response filter is stored in a memory arrangement for storing a history of responses linked to advertisements, a history of consumers and their details, a history of the advertising campaigns run by the advertiser, products advertised by the advertiser, and the like.

29. A system as claimed in claim 28, wherein data stored in the memory arrangement of the analytics networks is shared with the central memory arrangement so that the response histories to advertisements for all advertisers of the system is available in the central memory arrangement

30. A system as claimed in claim 28, wherein each analytics network includes an analytics engine associated with the memory arrangement for analyzing and tracking the responses to each advertising placement and campaign run by the advertiser.

31. A system as claimed in claim 30, wherein the analytics engine accesses the history of responses in the associated memory arrangement to determine whether or not a consumer identified by the response filter responded to any other advertising placements of the advertiser.

32. A system as claimed in claim 20, wherein a media response trend monitor is interfaced with the central memory arrangement and permits all advertisers of the system to access the information evaluated by the central analytics engine.

33. A system as claimed in claim 32, wherein the system allows advertisers to compare the success of their advertising placement to that of other advertisers in the same media placement.

34. A system as claimed in claim 20, wherein the central analytics engine provides the advertisers with a real-time comparison of the responses received from an advertising placement if any other advertiser of the system was also advertising in the same advertising placement on the same day.

35. A system as claimed in claim 20, wherein the central analytics network includes a central media planner interfaced with the central analytics engine as well as with the analytics engines of the individual advertisers, thereby having access to the advertising campaign histories of all advertisers of the system.

36. A system as claimed in claim 35, wherein the central analytics engine provides the media planner with the ability to provide the advertisers of the system with historical comparisons of responses received from individual advertising placements according to specified characteristics.

37. A method of determining the effectiveness of an advertisement, the method including at least the steps of:

—

placing an advertisement using an advertising medium, the advertisement displaying a response mechanism via which a consumer is able to respond to the advertisement;

receiving a plurality of responses to the advertisement;

identifying characteristics associated with each response;

storing the identified characteristics associated with each of the responses in a data storage means; and

analysing the identified characteristics of the responses to determine the effectiveness of the advertisement.

38. A method as claimed in claim 37, wherein the advertising medium is selected from the group including:

newspaper, radio, television, magazine, internet, pamphlet, and billboard.

39. A method as claimed in claim 37, wherein the response mechanism is selected from the group including:

SMS, e-mail, and a telephone callcentre

40. A method as claimed in claim 37, wherein the characteristics associated with each response are one or more of:

a product advertised, a time and method of dissemination of the advertisement, a name of a publication in which the advertisement was placed, a format of the advertisement, a cost of the advertisement, a response mechanism displayed with the advertisement, a response mechanism used to submit the response, and a date and time at which the response was submitted.

41. A method as claimed in claim 37, wherein the response mechanism is used to identify a consumer submitting the response.

42. A method as claimed in claim 37, wherein the effectiveness of the advertisement is determined by analysing which characteristic(s) associated with the response and therefore, the advertisement, elicits the largest number of responses from consumers.

43. A method as claimed in claim 37, wherein responses relating to a plurality of advertisements placed by a plurality of advertisers are received, characteristics associated with each response are identified, the identified characteristics associated with each of the responses are stored in a data storage means, and the identified characteristics of the responses are analysed to determine the effectiveness of the advertisement.

44. A method as claimed in claim 43, wherein each advertiser is able to access data relating to the effectiveness of the advertisement.

45. A method as claimed in claim 44, wherein the data is categorised according to the characteristic(s) identified for the responses.

46. A method as claimed in claim 45, wherein the effectiveness of advertisements placed in the same advertising medium is compared.

47. A method as claimed in claim 45, wherein the effectiveness of advertisements advertising the same product is compared.

48. A method as claimed in claim 45, wherein the effectiveness of advertisements displaying different response mechanisms is compared.

49. A method of determining the historical effectiveness of advertisements, the method including at least the steps of:

—

receiving a plurality of responses to advertisements placed in various advertising media by various advertisers, each of which advertisements displays a response mechanism via which a consumer is able to respond to the advertisement;

identifying characteristics associated with each response;

storing the identified characteristics associated with each of the responses in a data storage means;

analysing the identified characteristics of the responses to determine the effectiveness of the advertisement; and

using the analysis of the responses to determine which identified characteristic(s) of the responses and therefore, the advertisements, elicits the most responses from consumers.

50. A method as claimed in claim 49, wherein the method is used to plan an advertising campaign according to which identified characteristic(s) elicits the most responses from consumers.

51. A method as claimed in claim 49, wherein the advertising media are selected from the group including:

newspaper, radio, television, magazine, internet, pamphlet, and billboard.

52. A method as claimed in claim 49, wherein the response mechanism is selected from the group including:

SMS, e-mail, and a telephone callcentre

53. A method as claimed in claim 49, wherein the characteristics associated with each response are one or more of:

a product advertised, a time and method of dissemination of the advertisement, a name of a publication in which the advertisement was placed, a format of the advertisement, a cost of the advertisement, a response mechanism displayed with the advertisement, a response mechanism used to submit the response, and a date and time at which the response was submitted.

54. A method as claimed in claim 49, wherein the response mechanism is used to identify a consumer submitting the response.

55. A method as claimed in claim 54, wherein the method is used to identify the responses submitted by an identified consumer, so as to create a response profile for said consumer by categorizing the consumers responses by the characteristic(s) associated with the responses.

56. A method as claimed in claim 49, wherein the effectiveness of the advertisements is determined by analysing which characteristic(s) associated with the responses and therefore, the advertisements, elicits the largest number of responses from consumers.