Methods for Grouping, Targeting and Meeting Objectives for an Advertisement Campaign

• US 20090048905A1
• Filed: 08/13/2008
• Published: 02/19/2009
• Est. Priority Date: 08/16/2007
• Status: Abandoned Application

• Current Assignee: GoldSpot Media, Inc. (Japan) (Dentsu Group, Inc.)
• Original Assignee: GoldSpot Media, Inc. (Japan) (Dentsu Group, Inc.)
• Inventors: Feng, Xin, Dharmaji, Srinivasa
• Application Number:
  US12/191,086
• Publication Number:
  US 20090048905A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0205 Location or geographical consideration
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: H04H 20/40 Arrangements for broadcast specially adapted for accumulation-type receivers
• CPC Class Codes: H04H 2201/70 characterised in that receivers can be addressed
• CPC Class Codes: H04H 60/33 Arrangements for monitoring the users' behaviour or opinions
• CPC Class Codes: H04H 60/66 for using the result on distributors' side

Abstract

Targeted advertising is one of the major attractions of wireless handheld devices since it lends itself to focused delivery of advertisements to target groups selected based on multiple criteria. To do this it is necessary to identify the target groups from the large number of personal profile criteria that includes user profiles, demographics, response preferences, as well as the history of responses, and generating advertisements for each such group. The advertisements have to take into account the preferences of the group and the objective of the advertisement campaign. In one embodiment of the invention, target groups are identified based on preferences to define and organize advertising campaigns, resulting in personalized advertisements.

Claims

1. A method for pairing advertisements with a group of handheld device users, the method comprising:

generating a target group criteria from at least one of the following factors;

a subject profile;

a subject usage profile;

demographics; and

historic responsiveness;

weighting each factor; and

generating a criteria for advertising development of specific groups from said target group criteria and at least one of the following additional factors;

a plurality of historical data;

a plurality of targeting rules;

a campaign objective; and

an advertising characteristic.

2. The method of claim 1, wherein the steps of generating criteria comprise using a hashing algorithm.

3. The method of claim 1, wherein said demographics comprise at least one of location, social class, family relationships, income level, and hobbies.

4. The method of claim 1, wherein said subject profile comprises at least one of Sub-identifier, region, location, time zone, sex, age, ethnicity, and cell-identifier.

5. The method of claim 1, wherein said subject usage profile comprises at least one of short message service, voice, multimedia service, commerce, payment methods, and social networking.

6. The method of claim 1, wherein said historic responsiveness comprises how many times a user clicks on an advertisement displayed on said handheld device.

7. An advertising servicing platform for generating criteria for advertising development for display on a handheld device comprising:

a module for generating a target group criteria from at least one of the following factors;

a subject profile;

a subject usage profile;

demographics; and

historic responsiveness; and

a module for generating a criteria for advertising development of specific groups from said target group criteria and at least one of the following additional factors;

a plurality of historical data;

a plurality of targeting rules;

a campaign objective; and

an advertising characteristic;

wherein said factors are weighted.

8. The apparatus of claim 7, wherein said campaign objective comprises at least one of a duration of said campaign, a region, a plurality of demographics, peak time, off peak time, advertisements, advertisement rotation, and advertisement fatigue.

9. The apparatus of claim 7, wherein said plurality of targeting rules comprises at least one of contextuality, location, region, demography, advertisement insertion type, advertisement fatigue, location of advertisements on a display, and segment overlay.

10. The apparatus of claim 7, wherein said advertising characteristic comprises at least one of advertisement identification, interactivity, location, demographic mapping, content best fit, campaign number, advertisement rotation, insertion type, and identification of associated advertisements.

11. The apparatus of claim 7, wherein said historical data comprises a type of content viewed by a user of said handheld device and a time of viewing said content.

12. A system for pairing advertisements with a group of handheld device users, said system containing program code stored on a computer-readable medium, the system comprising:

program code for generating a target group criteria from at least one of the following factors;

a subject profile;

a subject usage profile;

demographics; and

historic responsiveness;

program code for weighting each factor; and

program code for generating a criteria for advertising development of specific groups from said target group criteria and at least one of the following additional factors;

a plurality of historical data;

a plurality of targeting rules;

a campaign objective; and

an advertising characteristic.

13. The system of claim 12, wherein said criteria are generated using a hash function.

14. The system of claim 12, wherein said criteria are stored on a database.

15. The system of claim 12, further comprising program code for inserting said advertisement into media.

16. The system of claim 13, further comprising program code for transmitting said media to said handheld device.

17. The system of claim 16, wherein said handheld device comprises an advertising module for displaying said advertisements to said handheld device.

18. The system of claim 12, wherein said system further comprises program code for tracking a plurality of activities of said user on said handheld device.

19. The system of claim 12, wherein an advertiser provides advertisements for said advertising objectives.

20. The system of claim 12, wherein advertisements for said advertising campaign are generated according to the same criteria used to group said users.