DYNAMIC AND INTERACTIVE ADVERTISEMENTS

• US 20090055254A1
• Filed: 08/23/2007
• Published: 02/26/2009
• Est. Priority Date: 08/23/2007
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Kapur, Shyam, Madhavan, Anand
• Application Number:
  US11/843,898
• Publication Number:
  US 20090055254A1
• Time in Patent Office: Days
• US Class Current: 705/14.410
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

A system and method are disclosed for dynamic advertisement (ad) presentation. Dynamic ads may be presented on a page in a variety of different forms with different features based on dynamic ad factors. The dynamic ad may include a number of different ad components depending on the dynamic ad factors. The dynamic ad factors may include any considerations relevant to the presentation of an ad. The presentation of the ad may include an interactive component that receives user input.

Claims

1. A method for presenting an advertisement on a web page comprising:

receiving a request for the web page from a computing device over a network;

selecting an advertisement to be displayed on the computing device in response to the request for the web page, wherein the selected advertisement is associated with a plurality of advertisement components, the advertisement components comprising a title, description, link, image, video, and sound, further wherein the advertisement includes any combination of the advertisement components;

receiving at least one dynamic advertisement factor related to displaying the selected advertisement;

selecting at least one advertisement component from the associated plurality of advertisement components, the selected at least one advertisement component to be displayed as part of the advertisement, wherein the selection of the at least one advertisement component is based on the at least one dynamic advertisement factor; and

transmitting the selected advertisement with the selected at least one advertisement component to the computing device, wherein each time the advertisement is transmitted, the at least one advertisement components that are displayed are selected based on the at least one dynamic advertisement factor.

2. The method according to claim 1 wherein the at least one dynamic advertisement factor is based at least in part on the user and are configured to influence the transmission of the selected advertisement.

3. The method according to claim 2 wherein the at least one dynamic advertisement factor comprises at least one of a preference of the user, a profile of the user, an interest of the user, a bandwidth of a connection by the user, or a location of the user.

4. The method according to claim 3 wherein the at least one dynamic advertisement factor further comprises at least one of seasonality, a position of the selected advertisement, or a property of a web page displaying the selected advertisement.

5. The method according to claim 1 wherein the selected advertisement comprises at least two of a title, a description, a link, an image, a video, audio, or user-interactive content.

6. The method according to claim 5 wherein the link comprises a hyperlink to a web page.

7. The method according to claim 1 further comprising receiving a request for the web page, wherein the web page includes content and at least one position configured for displaying an advertisement.

8. The method according to claim 7 wherein the transmission of the selected advertisements further comprises displaying the selected advertisement at one of the at least one position within the web page.

9. The method according to claim 1 wherein the selection of the at least one advertisement component further comprises:

determining which of the at least one dynamic advertisement factors are relevant;

determining an effectiveness for each of the ad components based on the relevant dynamic advertisement factors; and

selecting the ad components with a higher effectiveness.

10. The method according to claim 9 wherein the effectiveness is a measure of at least one of an impression rate, a click-through rate, or a conversion rate.

11. The method according to claim 9 wherein the determining of the relevant dynamic advertisement factors includes ranking the at least one dynamic advertisement factors.

12. In a computer readable storage medium having stored therein data representing instructions executable by a programmed processor for displaying an advertisement, the storage medium comprising instructions operative for:

displaying the advertisement on a web page, wherein the advertisement comprises advertisement components and the displayed advertisement includes at least one of the advertisement components, wherein the advertisement components comprise features that are displayed as part of the advertisement;

providing an interactive advertisement component with the displayed advertisement, wherein the interactive advertisement component is one of the advertisement components;

receiving user inputted data from a fillable form on the interactive advertisement component of the advertisement; and

processing the user inputted data.

13. The storage medium according to claim 12 wherein the processing the user inputted data comprises displaying a second web page including the user inputted data.

14. The storage medium according to claim 12 wherein the interaction with the interactive advertisement comprises at least one of a mouse click, a mouse point, or a typing.

15. The storage medium according to claim 12 wherein the processing the user inputted data further comprises transmitting the user inputted data to an advertiser, wherein the advertiser is a provider of the displayed advertisement.

16. The storage medium according to claim 12 wherein the advertisement components comprises at least one of a title, a description, a link, an image, a video, or audio, in addition to the interactive advertisement component.

17. The storage medium according to claim 16 wherein the advertisement components included with the displayed advertisement is based on at least one of a dynamic advertisement factor from a plurality of dynamic advertisement factors.

18. The storage medium according to claim 17 wherein the plurality of dynamic advertisement factors comprises at least one of a preference of the user, a profile of the user, an interest of the user, a bandwidth of a connection by the user, a location of the user, a seasonality, a position of the selected advertisement, or a property of a web page displaying the selected advertisement.

19. A system displaying an advertisement comprising:

a network;

a web server coupled with the network and configured to receive web page requests and provide web pages in response to the page requests; and

an advertisement server coupled with the web server by the network and configured to provide an advertisement on one of the web pages, wherein the advertisement comprises at least one advertisement component from a plurality of advertisement components, wherein the plurality of advertisement components associated with each advertisement comprises a title, description, link, image, video, sound, or interactive, the advertisement server comprising;

an analyzer configured to analyze dynamic advertisement factors;

a selector coupled with the analyzer and configured to select the at least one advertisement component from the plurality of advertisement components associated with the advertisement, wherein the selected advertisement component is included in the advertisement based on the analysis of at least one of the dynamic advertisement factors; and

an interface coupled with the selector and the web server and configured to provide the advertisement comprising the selected at least one advertisement component for display on the provided web page.

20. The system according to claim 19 further comprising:

a user device coupled with the web server over the network and configured to display the web page with the advertisement.

21. The system according to claim 20 wherein the advertisement for display is provided to the user device through the web server.

22. The system according to claim 19 wherein the plurality of dynamic advertisement factors comprises at least one of a preference of the user, a profile of the user, an interest of the user, a bandwidth of a connection by the user, a location of the user, a seasonality, a position of the selected advertisement, or a property of a web page displaying the selected advertisement.

23. The system according to claim 19 wherein the plurality of advertisement components comprises at least one of a title, a description, a link, an image, a video, audio, or user-interactive content.

24. A method for displaying an advertisement comprising:

receiving a request for a web page from a computing device, the web page including a position for the advertisement;

accessing a plurality of advertisements, wherein each advertisement includes a plurality of advertisement components, the advertisement components comprising a title, description, link, image, video, sound, and interactive;

choosing the advertisement from the plurality of advertisements to be displayed on the computing device in the position on the web page, wherein the choice is based on the web page request;

selecting, in response to the request for the web page, at least one of the plurality of advertisement components associated with the chosen advertisement to be displayed as part of the chosen advertisement; and

displaying the advertisement on the computing device including the selected at least one advertisement component on the web page wherein the selection of the at least one of the plurality of advertisement components is based at least in part on the request for the web page.