Determining the Effects of Advertising

• US 20080281668A1
• Filed: 05/09/2007
• Published: 11/13/2008
• Est. Priority Date: 05/09/2007
• Status: Active Grant

• Current Assignee: Nokia Technologies Oy (Nokia Corporation)
• Original Assignee: Nokia Technologies Oy (Nokia Corporation)
• Inventors: NURMINEN, Jukka K.
• Granted Patent: US 9,904,929 B2
• 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 30/0246 Traffic
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]

Abstract

Apparatuses, methods, and computer program products for determining the effect of advertising are provided. Advertisement data is gathered at the location of an advertisement regarding the identity of the consumer exposed to the advertisement (the target), as well as the subject matter of the advertisement, by detecting the proximity of the target to the advertisement location, for example by using the target'"'"'s mobile terminal. Shopping data is gathered at the location of a commercial establishment regarding the identity of the consumer engaged in the shopping activity (the shopper), as well as the subject matter of the shopping activity, by detecting the proximity of the shopper to the commercial establishment location, for example by using the shopper'"'"'s mobile terminal. The data is received by a correlation server and analyzed to determine the effect of advertisements on a consumer.

Claims

1. A method comprising:

receiving advertisement data including information identifying at least one target that was proximate a location of at least one advertisement;

receiving shopping data including information identifying at least one shopper that was proximate a location of a commercial establishment; and

analyzing the advertisement data and the shopping data to determine whether any target associated with an advertisement is also a shopper associated with the commercial establishment relating to the respective advertisement.

2. The method of claim 1, wherein receiving the advertisement data comprises communicating with a device selected from the group consisting of a mobile terminal associated with the target and a device at the location of the at least one advertisement to obtain the advertisement data.

3. The method of claim 1, wherein receiving the advertisement data comprises receiving signals associated with the target and determining a proximity of the target to the location of the at least one advertisement based on the signals received.

4. The method of claim 1, wherein receiving the shopping data comprises communicating with a device selected from the group consisting of a mobile terminal associated with the shopper and a device at the location of the commercial establishment to obtain the shopping data.

5. The method of claim 1, wherein receiving the shopping data comprises receiving signals associated with the shopper and determining a proximity of the shopper to the location of the commercial establishment based on the signals received.

6. The method of claim 1 further comprising storing a plurality of instances of advertisement and shopping data received over a predetermined period of time.

7. An apparatus comprising:

an advertising receiver configured to receive at least one advertisement for display to a target; and

a transmitter configured to transmit an advertisement identifier;

wherein the advertisement identifier permits an identification of subject matter of the at least one advertisement to permit correlation with shopping data identifying at least one subsequent shopping activity by the target relating to a subject matter of the at least one advertisement.

8. The apparatus of claim 7, wherein the transmitter is configured to transmit the advertisement identifier to a mobile terminal associated with the target.

9. The apparatus of claim 7 further comprising an ID receiver configured to receive a consumer identifier from a mobile terminal associated with the target that permits identification of the target, wherein the transmitter is configured to transmit the consumer identifier and the advertisement identifier to a correlation server.

10. The apparatus of claim 7 further comprising a display configured to present the at least one advertisement to the target, wherein the display is a device selected from the group consisting of at least a computer monitor, a television, a mobile terminal screen, a display screen, and a billboard.

11. The apparatus of claim 7, wherein the advertising receiver comprises means for receiving the at least one advertisement for display to a user of a mobile terminal, and wherein the transmitter comprises means for transmitting the advertisement identifier to the mobile terminal.

12. An apparatus comprising a controller and a transmitter responsive to the controller configured to transmit a consumer identifier that permits identification of a consumer and is indicative of a proximity of the consumer to a location of an advertisement or a location of a commercial establishment;

wherein the consumer identifier is directed to a correlation server and is subsequently analyzed to determine whether any consumer proximate the location of the advertisement was also proximate the location of a commercial establishment relating to the respective advertisement.

13. The apparatus of claim 12, wherein the transmitter is configured to transmit the consumer identifier to a receiver at the location of the advertisement or at the location of the commercial establishment.

14. The apparatus of claim 12 further comprising a receiver configured to receive an advertisement identifier proximate the location of the advertisement that permits identification of a subject matter of the advertisement, wherein the transmitter is configured to transmit the consumer identifier and the advertisement identifier to the correlation server.

15. The apparatus of claim 12 further comprising a receiver configured to receive a shopping identifier proximate the location of the commercial establishment that permits identification of a subject matter of the shopping activity.

16. The apparatus of claim 12, wherein the controller comprises means for controlling the transmitter and the transmitter comprises means for transmitting the consumer identifier.

17. An apparatus comprising a processor configured to:

receive advertisement data including information identifying at least one target that was proximate a location of at least one advertisement;

receive shopping data including information identifying at least one shopper that was proximate a location of a commercial establishment; and

analyze the advertisement data and the shopping data to determine whether any target associated with an advertisement is also a shopper associated with the commercial establishment relating to the respective advertisement.

18. The apparatus of claim 17, wherein the processor is configured to repeatedly receive the advertisement data from a mobile terminal associated with the target and to repeatedly receive the shopping data from a mobile terminal associated with the shopper.

19. The apparatus of claim 17, wherein the processor is configured to receive the advertisement data from a mobile terminal associated with the target when the target is proximate the location of the advertisement, and wherein the processor is configured to receive the shopping data from a mobile terminal associated with the shopper when the shopper is proximate the location of the commercial establishment

20. The apparatus of claim 19, wherein the processor is configured to receive the advertisement data and the shopping data from the mobile terminal when the shopping data relates to a subject matter of the advertisement data.

21. The apparatus of claim 17 further comprising a storage area configured to store multiple instances of advertisement data and shopping data for a plurality of targets and shoppers, wherein the storage area is accessible by the processor.

22. The apparatus of claim 17 wherein the processor comprises:

means for receiving the advertisement data including information identifying the at least one target that was proximate the location of the at least one advertisement;

means for receiving the shopping data including information identifying the at least one shopper that was proximate the location of the commercial establishment; and

means for analyzing the advertisement data and the shopping data to determine whether any target associated with an advertisement is also a shopper associated with the commercial establishment relating to the respective advertisement.

23. A computer program product comprising at least one computer-readable storage medium having computer-readable program code portions stored therein, the computer-readable program code portions comprising:

a first executable portion for receiving at least one advertisement for display to a target; and

a second executable portion for transmitting an advertisement identifier;

wherein the advertisement identifier permits an identification of subject matter of the at least one advertisement to permit correlation with shopping data identifying at least one subsequent shopping activity by the target relating to a subject matter of the at least one advertisement.

24. A computer program product according to claim 23, wherein said second executable portion is further configured for transmitting the advertisement identifier to a mobile terminal associated with the target.

25. A computer program product according to claim 23 further comprising a third executable portion configured for receiving a consumer identifier from a mobile terminal associated with the target that permits identification of the target, wherein the second executable portion is configured for transmitting the consumer identifier and the advertisement identifier to a correlation server.

26. A computer program product according to claim 23 further comprising a third executable portion configured for displaying the at least one advertisement to the target.

27. A computer program product comprising at least one computer-readable storage medium having computer-readable program code portions stored therein, the computer-readable program code portions comprising:

a first executable portion for transmitting a consumer identifier that permits identification of a consumer and is indicative of a proximity of the consumer to a location of an advertisement or a location of a commercial establishment;

wherein the consumer identifier is directed to a correlation server and is subsequently analyzed to determine whether any consumer proximate the location of the advertisement was also proximate the location of a commercial establishment relating to the respective advertisement.

28. A computer program product according to claim 27, wherein said first executable portion is further configured for transmitting the consumer identifier to a receiver at the location of the advertisement or at the location of the commercial establishment.

29. A computer program product according to claim 27 further comprising a second executable portion configured for receiving an advertisement identifier proximate the location of the advertisement that permits identification of a subject matter of the advertisement, wherein the first executable portion is configured to transmit the consumer identifier and the advertisement identifier to the correlation server.

30. A computer program product according to claim 27 further comprising a second executable portion configured for receiving a shopping identifier proximate the location of the commercial establishment that permits identification of a subject matter of the shopping activity.

31. A computer program product comprising at least one computer-readable storage medium having computer-readable program code portions stored therein, the computer-readable program code portions comprising:

a first executable portion for receiving advertisement data including information identifying at least one target that was proximate a location of at least one advertisement;

a second executable portion for receiving shopping data including information identifying at least one shopper that was proximate a location of a commercial establishment; and

a third executable portion for analyzing the advertisement data and the shopping data to determine whether any target associated with an advertisement is also a shopper associated with the commercial establishment relating to the respective advertisement.

32. A computer program product according to claim 31, wherein said first executable portion is further configured for receiving the advertisement data from a mobile terminal associated with the target, and wherein said second executable portion is further configured for receiving the shopping data from a mobile terminal associated with the shopper.

33. A computer program product according to claim 31, wherein said first executable portion is further configured for receiving the advertisement data from a mobile terminal associated with the target when the target is proximate the location of the advertisement.

34. A computer program product according to claim 31, wherein said second executable portion is further configured for receiving the shopping data from a mobile terminal associated with the shopper when the shopper is proximate the location of the commercial establishment.

35. A computer program product according to claim 31 further comprising a fourth executable portion configured for storing multiple instances of advertisement data and shopping data for a plurality of targets and shoppers.