VALIDATION OF MOBILE ADVERTISING FROM DERIVED INFORMATION

• US 20090163187A1
• Filed: 12/26/2008
• Published: 06/25/2009
• Est. Priority Date: 12/25/2007
• Status: Active Grant

• Current Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Original Assignee: YAP INC. (Amazon.com, Inc.)
• Inventors: Terrell, James Richard II
• Granted Patent: US 8,611,871 B2
• Time in Patent Office: Days
• US Class Current: 455/414.200
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0248 Avoiding fraud
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: H04M 2203/2083 Confirmation by serviced party
• CPC Class Codes: H04M 2207/18 wireless networks
• CPC Class Codes: H04M 2242/30 Determination of the location of a subscriber
• CPC Class Codes: H04M 3/4878 Advertisement messages

Abstract

A system and method of validating an advertisement presented to an advertisement recipient via a mobile communication device includes presenting an advertisement for a product or service to a recipient via a mobile communication device, monitoring the geospatial location of the mobile communication device relative to some predetermined criteria, and inferring information about the reaction of the advertisement recipient to the advertisement on the basis of the monitored geospatial location information.

Claims

1. A method of validating an advertisement presented to a user via a mobile communication device, comprising:

(a) presenting an advertisement for a product or service to an advertisement recipient via a mobile communication device;

(b) for some duration thereafter, monitoring the geospatial location of the mobile communication device relative to a predetermined criteria; and

(c) inferring information about the reaction of the advertisement recipient to the advertisement on the basis of the monitored geospatial location information.

2. The method of claim 1, wherein the step of monitoring includes determining whether the mobile communication device traveled to a geospatial location corresponding to the product or service of the presented advertisement.

3. The method of claim 1, wherein the step of monitoring includes determining whether the mobile communication device traveled toward, but did not reach, a geospatial location corresponding to the product or service of the presented advertisement.

4. The method of claim 1, wherein the step of monitoring includes determining whether the mobile communication device traveled to a geospatial location corresponding to a product or service that competes with the product or service of the presented advertisement.

5. The method of claim 4, wherein the competing product or service is of the same type as the product or service of the presented advertisement.

6. The method of claim 5, wherein the product or service of the presented advertisement and the competing product or service are each a different fast food restaurant.

7. The method of claim 4, wherein the competing product or service is of a different type as the product or service of the presented advertisement.

8. The method of claim 7, wherein the product or service of the presented advertisement is a fast food restaurant and the competing product or service is a sit-down family restaurant.

9. The method of claim 7, wherein the product or service of the presented advertisement is a concert and the competing product or service is a movie theater.

10. The method of claim 7, wherein the product or service of the presented advertisement is a concert and the competing product or service is a restaurant.

11. The method of claim 1, further comprising the steps of:

(d) for some duration after presenting the advertisement, monitoring at least a portion of the interaction of the advertisement recipient with the mobile communication device relative to some predetermined criteria; and

(e) inferring information about the reaction of the advertisement recipient to the advertisement on the basis of the monitored recipient interaction information.

12. The method of claim 11, wherein the step of monitoring includes determining whether the advertisement recipient selects the advertisement to be stored in an ad cache.

13. The method of claim 12, wherein the step of monitoring includes determining how long the advertisement is stored in the ad cache.

14. The method of claim 12, further comprising the step of prompting the advertisement recipient, upon deletion of the advertisement from the ad cache, to indicate whether the advertisement was used or acted upon, wherein the step of monitoring includes monitoring the response of the advertisement recipient to the prompting.

15. The method of claim 11, further comprising, prior to and as a condition to step (d), determining whether geospatial location information is available for the mobile communication device, wherein step (b) is executed only if the geospatial location of the mobile communication device is determined.

16. The method of claim 11, further comprising, prior to and as a condition to step (d), determining whether geospatial location information is available for the mobile communication device, wherein step (b) is executed only if the geospatial location of the mobile communication device is not determined.

17. The method of claim 11, wherein the monitoring step includes monitoring the interaction of the advertisement recipient with the mobile communication device relative to time.

18. The method of claim 11, wherein the monitoring step includes monitoring the interaction of the advertisement recipient with the mobile communication device relative to the geospatial location of the mobile communication device.

19. The method of claim 11, further comprising the step of prompting the advertisement recipient, after a predetermined period of time, to indicate whether the advertisement was used or acted upon, wherein the step of monitoring includes monitoring the response of the advertisement recipient to the prompting.

20. The method of claim 11, wherein the inferring step includes inferring that the advertisement recipient utilized a product or service in response to observing the advertisement presented via the mobile communication device.

21. The method of claim 20, wherein the advertisement pertains to a movie currently showing in a local movie theater, wherein the monitoring step includes determining whether the advertisement recipient powers off the mobile communication device for a period of time corresponding in length to the length of the movie showing in the local theater, and the inferring step includes inferring that the advertisement recipient attended the showing.

22. The method of claim 20, wherein the advertisement pertains to a movie currently showing in a local movie theater, wherein the monitoring step includes determining whether the advertisement recipient mutes a ringer of the mobile communication device for a period of time corresponding in length to the length of the movie showing in the local theater, and the inferring step includes inferring that the advertisement recipient attended the showing.

23. The method of claim 11, wherein the monitoring step includes monitoring whether the mobile communication device is used to call a telephone number and determining whether the telephone number call is related to the advertisement presented to the advertisement recipient via the mobile communication device.

24. The method of claim 11, further comprising, upon a determination that the advertisement recipient displayed interest in the advertised product or service, the step of:

(f) presenting, to the advertisement recipient, one or more questions or prompts to receive additional information, from the advertisement recipient, related to the advertisement.

25. The method of claim 24, further comprising the step of:

(g) logging input received from the advertisement recipient in response to the one or more questions or prompts.

26. The method of claim 25, further comprising the step of:

(h) utilizing the logged input to take one or more of the following actions;

audit ad effectiveness, set pricing, or trigger enhanced billing.

27. A system for validating an advertisement presented to a user via a mobile communication device, comprising:

(a) a mobile communication device;

(b) an advertising management server; and

(c) software installed in the mobile communication device and the advertising management server for causing a mobile communication device and/or an advertising management server to perform an advertisement validation function including;

(i) presenting an advertisement for a product or service to an advertisement recipient via a mobile communication device,

(ii) for some duration thereafter, monitoring the geospatial location of the mobile communication device relative to a predetermined criteria, and

(iii) inferring information about the reaction of the advertisement recipient to the advertisement on the basis of the monitored geospatial location information.

28. Software stored on a computer readable medium for causing a mobile communication device and/or an advertising management server to perform an advertisement validation function comprising:

(a) presenting an advertisement for a product or service to an advertisement recipient via a mobile communication device;

(b) for some duration thereafter, monitoring the geospatial location of the mobile communication device relative to a predetermined criteria; and

(c) inferring information about the reaction of the advertisement recipient to the advertisement on the basis of the monitored geospatial location information.

29-47. -47. (canceled)