CONTENT BASED SELECTION AND META TAGGING OF ADVERTISEMENT BREAKS

• US 20090062681A1
• Filed: 08/28/2008
• Published: 03/05/2009
• Est. Priority Date: 08/29/2007
• Status: Active Grant

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: NeuroFocus Inc. (Nielsen Holdings plc)
• Inventors: GURUMOORTHY, Ramachandran, PRADEEP, Anantha, KNIGHT, Robert T.
• Granted Patent: US 8,392,255 B2
• Time in Patent Office: Days
• US Class Current: 600/544
• CPC Class Codes: A61B 3/113 for determining or recording eye movement
• CPC Class Codes: A61B 5/0533 Measuring galvanic skin response
• CPC Class Codes: A61B 5/163 by tracking eye movement, gaze, or pupil change
• CPC Class Codes: A61B 5/165 Evaluating the state of mind, e.g. depression, anxiety
• CPC Class Codes: A61B 5/316 Modalities, i.e. specific diagnostic methods
• CPC Class Codes: A61B 5/374 Detecting the frequency distribution of signals, e.g. detecting delta, theta, alpha, beta or gamma waves
• CPC Class Codes: A61B 5/378 Visual stimuli
• CPC Class Codes: A61B 5/4035 Evaluating the autonomic nervous system
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

A system evaluates stimulus materials such as videos, imagery, web pages, text, etc., in order to determine resonance and priming levels for various products and services at different temporal and spatial locations including advertisement breaks in the stimulus materials. The stimulus materials are tagged with resonance and priming level information to allow intelligent selection of suitable advertisement content for insertion at various locations in the stimulus materials. Response data such as survey data and/or neuro-response data including Event Related Potential (ERP), Electroencephalography (EEG), Galvanic Skin Response (GSR), Electrocardiograms (EKG), Electrooculography (EOG), eye tracking, and facial emotion encoding data may be used to determine resonance and priming levels.

Claims

1. A system, comprising:

a stimulus presentation device operable to provide stimulus material to a subject;

a data collection device operable to obtain response data from the subject exposed to the stimulus material;

a resonance estimator operable to identify attributes of the stimulus materials and determine subject resonance to the stimulus material and attributes of the stimulus material, wherein subject resonance is used to determine priming levels for a plurality of products and services;

a priming repository system operable to correlate priming levels for a plurality of products and services to various positions in the stimulus material, wherein the various positions include advertisement breaks.

2. The system of claim 1, wherein response data is neuro-response data.

3. The system of claim 1, wherein response data is survey data.

4. The system of claim 1, wherein the data collection device is further operable to obtain target and distracter ERP measurements to determine differential measurements of ERP time domain components at multiple regions of the brain (DERP).

5. The system of claim 1, wherein the data collection device is further operable to obtain event related time-frequency analysis of the differential response to assess the attention, emotion and memory retention (DERPSPs) across multiple frequency bands.

6. The system of claim 5, wherein the multiple frequency bands comprise theta, alpha, beta, gamma and high gamma.

7. The system of claim 1, wherein attributes of the stimulus material comprise communication, concept, experience, message, images, audio, pricing, packaging.

8. The system of claim 1, wherein the subject resonance measurement is used to identify advertising breaks for additional marketing, advertising and other audio/visual/tactile/olfactory stimulus.

9. The system of claim 1, further comprising a data analyzer operable to determine the DERP.

10. The system of claim 1, wherein the data collection device is further operable to obtain pupillary dilation, galvanic skin response (GSR), and heart rate measurements for the subject.

11. The system of claim 2, wherein neuro-response data includes central nervous system and autonomic nervous system data.

12. The system of claim 2, wherein neuro-response data includes central nervous system and effector data.

13. The system of claim 2, wherein combinations of neurological and neurophysiological measurements including attention, emotion, and memory retention are used to perform content selection and meta-tagging.

14. A method, comprising:

presenting stimulus material to a subject;

obtaining response data from the subject exposed to the stimulus material;

identifying attributes of the stimulus materials and determine subject resonance measurements for the stimulus material and attributes of the stimulus material;

determining priming levels for a plurality of products and services using the subject resonance measurements;

correlating priming levels for a plurality of products and services to various positions in the stimulus material, wherein the various positions include advertisement breaks.

15. The method of claim 14, wherein response data is neuro-response data.

16. The method of claim 14, wherein the data collection device is further operable to obtain target and distracter ERP measurements to determine differential measurements of ERP time domain components at multiple regions of the brain (DERP).

17. The method of claim 14, wherein the data collection device is further operable to obtain event related time-frequency analysis of the differential response to assess the attention, emotion and memory retention (DERPSPs) across multiple frequency bands.

18. The method of claim 17, wherein the multiple frequency bands comprise theta, alpha, beta, gamma and high gamma.

19. The method of claim 14, wherein attributes of the stimulus material comprise communication, concept, experience, message, images, audio, pricing, packaging.

20. The method of claim 14, wherein the subject resonance measurement is used to identify advertising breaks for additional marketing, advertising and other audio/visual/tactile/olfactory stimulus.

21. An apparatus, comprising:

means for presenting stimulus material to a subject;

means for obtaining response data from the subject exposed to the stimulus material;

means for identifying attributes of the stimulus materials and determine subject resonance measurements for the stimulus material and attributes of the stimulus material;

means for determining priming levels for a plurality of products and services using the subject resonance measurements;

means for correlating priming levels for a plurality of products and services to various positions in the stimulus material, wherein the various positions include advertisement breaks.