MODIFICATION OF ADVERTISEMENT CAMPAIGN ELEMENTS BASED ON HEURISTICS AND REAL TIME FEEDBACK

• US 20080215418A1
• Filed: 02/29/2008
• Published: 09/04/2008
• Est. Priority Date: 03/02/2007
• Status: Abandoned Application

• Current Assignee: CPXI-Adready Acquisition, LLC
• Original Assignee: AdReady, Inc. (Cpx Interactive llc)
• Inventors: Kolve, Eric Andrew, Streat, Derek Alan, Finn, Aaron Hungate, Sliwa, David Michael
• Application Number:
  US12/040,584
• Publication Number:
  US 20080215418A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0212 Chance discounts or incentives
• CPC Class Codes: G06Q 30/0236 Incentive or reward received by requiring registration or ID from user
• CPC Class Codes: G06Q 30/0243 Comparative campaigns

Abstract

Enabling the selection, modification, and subsequent generation of online advertisements for either a one time use or as part of an advertising campaign. The performance of an advertisement is iteratively reviewed based on heuristics, statistics, metrics, real-time feedback, and the like, either singly or in some combination. Iterative monitoring of performance information for related, but different, online advertisements is analyzed and employed to recommend and/or automatically generate changes to an online advertisement, or advertising campaign. An editing facility is also provided to enable a user to modify a plurality of elements in an online advertisement, and at least some of these editable/modifiable elements are monitored for performance information. The editing facility can enable editing of different file formats for online advertisements, including, Flash, SVG, and Gnash.

Claims

1. A method of managing modifications to an online advertisement, comprising:

generating the online advertisement from a plurality of different selectable advertisement elements;

publishing the generated online advertisement for access over a network;

collecting metrics for the published online advertisement, wherein the metrics are associated with a performance or effectiveness of the online advertisement;

comparing the collected metrics to metrics associated with another published online advertisement to determine which advertisement elements within the generated online advertisement indicate a highest performance or effectiveness value, and which advertisement elements indicate a lowest performance or effectiveness value; and

modifying the online advertisement based on the comparison to increase an overall performance or effectiveness of the online advertisement.

2. The method of claim 1, wherein modifying the online advertisement further comprises replacing at least one advertisement element within the generated online advertisement having a lowest performance or effectiveness value.

3. The method of claim 1, wherein comparing the collected metrics further comprises:

determining which combinations of advertisement elements provide a highest performance or effectiveness value; and

determining which other combinations of advertisement elements provide a lowest performance or effectiveness value.

4. The method of claim 1, wherein comparing the collected metrics further comprises employing a statistical analysis of combinations of advertisement elements within the published online advertisement and across the other published online advertisement.

5. The method of claim 1, wherein modifying the online advertisement based on the comparison is performed automatically, independent of a user intervention, and wherein modifying the online advertisement further comprises replacing at least one advertisement element with another advertisement element within the generated online advertisement.

6. The method of claim 1, wherein the actions of publishing, collecting metrics, comparing the collected metrics, and modifying the online advertisement based on the comparison are performed iteratively.

7. The method of claim 1, wherein collecting metrics for performance further comprises collecting information associated with at least one of a sale of a product or service associated with the published online advertisement, a completion of a survey, receiving a customer profile, a completion of a customer login, or feedback indicating that a viewer of the online advertisement visited a merchant associated with the online advertisement.

8. A network device for managing modifications to an online advertisement over a network, comprising:

a transceiver to send and receive data over the network; and

a processor that is operative to perform actions, including;

publishing the online advertisement over the network, wherein the online advertisement comprises a plurality of selectable advertisement elements; and

iteratively;

tracking information for the published online advertisement, wherein the tracked information provides at least one of performance metrics or effectiveness metrics;

receiving metrics associated with a plurality of other online advertisements;

analyzing the tracked information with the received metrics to identify at least one selectable advertisement element within the published online advertisement that is associated with at least one of the performance or the effectiveness for the online advertisement; and

modifying the online advertisement by replacing a selectable advertisement element with another selectable advertisement element to increase an overall performance or effectiveness of the online advertisement.

9. The network device of claim 8, wherein analyzing the tracked information further comprises performing statistical analysis tracked information of the online advertisement and the received metrics to determine at least one combination of selectable advertisement elements that increase at least one of the performance or effectiveness, and at least another combination of selectable advertisement elements that decrease at least one of the performance or effectiveness of an online advertisement.

10. The network device of claim 8, wherein modifying the online advertisement further comprises automatically iterating until a performance value or effectiveness value for the modified online advertisement exceeds a defined value.

11. The network device of claim 8, wherein the plurality of selectable advertisement elements further comprises at least one of text, a background color, a foreground color, a size, a font, a font type, a publisher bid, a publisher identity, a page placement, a bitmap, a graphic, an icon, an audio file, a video file, animation, or a targeted demographic.

12. The network device of claim 8, wherein tracking information for the published online advertisement further comprises tracking at least one of a sale of a product or service, a completion of a questionnaire, or a receiving of a customer profile.

13. The network device of claim 12, wherein tracking information for the published online advertisement further comprises tracking at least one of number of click-throughs, a ratio of click-throughs to impressions, a cost per thousand impressions, or a number of viewer interactions.

14. The network device of claim 8, wherein modifying the online advertisement is enabled through an advertisement application, wherein the application provides a user with access to the selectable advertisement elements, and an advertisement library of a plurality of advertisements.

15. A system for use in managing modifications to an online advertisement, comprising:

a library having a plurality of selectable advertisement elements; and

a server configured and arranged to access the library and to further perform actions, comprising;

employing the library to generate the online advertisement using at least some of the plurality of selectable advertisement elements;

publishing the online advertisement for access by viewers over the network;

tracking information for the published online advertisement, wherein the tracked information provides at least one of performance metrics or effectiveness metrics;

analyzing the tracked information with metrics obtained about a plurality of other online advertisements, each of the plurality of other online advertisements comprising at least some selectable advertisement elements, to identify at least one selectable advertisement element within the published online advertisement that is associated with at least one of the performance or the effectiveness for the online advertisement; and

modifying the online advertisement by replacing a selectable advertisement element with another selectable advertisement element to increase an overall performance or effectiveness of the online advertisement.

16. The system of claim 15, wherein at least one selectable advertisement element comprises at least one of a coupon or a promotion.

17. The system of claim 15, wherein analyzing the tracked information with metrics further comprises determining at least one combination of selectable advertisement elements that increase at least one of the performance or effectiveness of an advertisement.

18. The system of claim 15, wherein tracking information for the published online advertisement further comprises tracking at least one of a sale of a product or service associated with the published online advertisement, a completion of a survey, receiving of a customer profile, a completion of a customer login, or feedback indicating that a viewer of the online advertisement visited a merchant associated with the online advertisement.

19. The system of claim 15, wherein the server is configured and arranged to a further perform actions, comprising:

automatically iterating on at least the publishing, tracking, analyzing, and modifying actions until a performance value or effectiveness value for the modified online advertisement exceeds a defined value.

20. The system of claim 15, wherein tracking information further comprises tracking information associated with at least one of a sale associated with the published online advertisement, a completion of a form by a viewer, or feedback indicating that a viewer of the online advertisement visited a merchant associated with the online advertisement.