Method and System for Comparing Effects of Audio-Visual Ads on Internet Searches

• US 20090254415A1
• Filed: 04/07/2008
• Published: 10/08/2009
• Est. Priority Date: 04/07/2008
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Bhavsar, Nirav
• Granted Patent: US 8,374,913 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 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0256 User search

Abstract

A method and system are provided for comparing an effect of an audio-visual ad on Internet searches. In one example, the method includes receiving a keyword search related to the audio-visual ad and storing the keyword search in a keyword search database, extracting ad related keywords from digitized text of the audio-visual ad and storing the ad related keywords in an ad keyword database, comparing the ad keyword database to the keyword search database, wherein the comparing includes determining an ad effectiveness rank of the audio-visual ad, and storing the ad effectiveness rank of the audio-visual ad in an ad effectiveness database.

Claims

1. A method of comparing an effect of an audio-visual ad on Internet searches, the method comprising:

receiving a keyword search related to the audio-visual ad and storing the keyword search in a keyword search database;

extracting ad related keywords from digitized text of the audio-visual ad and storing the ad related keywords in an ad keyword database;

comparing the ad keyword database to the keyword search database, wherein the comparing includes determining an ad effectiveness rank of the audio-visual ad; and

storing the ad effectiveness rank of the audio-visual ad in an ad effectiveness database.

2. The method of claim 1, further comprising sharing data in the ad effectiveness database with a creative agency.

3. The method of claim 1, wherein the audio-visual ad is one of:

a TV commercial;

a radio commercial;

or

an Internet visual ad.

4. The method of claim 1, wherein extracting the ad related keywords from the digitized text is preceded by converting the audio-visual ad into digital text.

5. The method of claim 4, wherein converting the audio-visual ad comprises taking screen shots of key portions of the audio-visual ad.

6. The method of claim 4, wherein converting the audio-visual ad comprises performing speech recognition on an audio recording of the audio-visual ad.

7. The method of claim 4, wherein converting the audio-visual ad comprises performing optical character recognition on an image captured from the audio-visual ad.

8. The method of claim 1, wherein the comparing further includes determining trigger keywords.

9. The method of claim 1, wherein each keyword search is stored with at least one of a search timestamp, a search location and a click-through, and wherein each ad related keyword is stored with at least one of an ad timestamp and an ad location, and wherein the comparing further includes performing a statistical analysis based on at least one of locations, timestamps and click-throughs.

10. The method of claim 9, wherein the statistical analysis includes analyzing at least one of locations, timestamps and click-throughs to determine if there is a search spike.

11. A system for comparing an effect of an audio-visual ad on Internet searches, the system comprising:

a search engine device configured to receive a keyword search related to the audio-visual ad;

a keyword database configured to store the keyword search;

a digitizer device configured to extract ad related keywords from digitized text of the audio-visual ad;

an ad keyword database configured to store the ad related keywords;

a comparator device configured to compare the ad keyword database to the keyword search database and further configured to determine an ad effectiveness rank of the audio-visual ad; and

an ad effectiveness database configured to store the ad effectiveness rank of the audio-visual ad.

12. The system of claim 11, further comprising a sharer device configured to share data in the ad effectiveness database with a creative agency.

13. The system of claim 11, wherein the audio-visual ad is one of:

a TV commercial;

a radio commercial;

or

an Internet visual ad.

14. The system of claim 11, wherein the digitizer device is further configured to convert the audio-visual ad into digital text.

15. The system of claim 14, wherein the digitizer is further configured to take screen shots of key portions of the audio-visual ad.

16. The system of claim 14, wherein the digitizer is further configured to perform speech recognition on an audio recording of the audio-visual ad.

17. The system of claim 14, wherein the digitizer is further configured to perform optical character recognition on an image captured from the audio-visual ad.

18. The system of claim 11, wherein the comparator device is further configured to determine trigger keywords.

19. The system of claim 11, wherein the ad keyword database is configured to store each keyword search with at least one of a search timestamp, a search location and a click-through, and further configured to store each ad related keyword with at least one of an ad timestamp and an ad location, and wherein the comparator device is further configured to perform a statistical analysis based on at least one of locations, timestamps and click-throughs.

20. The system of claim 19, wherein the comparator device is further configured to analyze at least one of locations, timestamps and click-throughs to determine if there is a search spike.

21. An apparatus for comparing an effect of an audio-visual ad on Internet searches, the apparatus comprising:

a search engine device configured to receive a keyword search related to the audio-visual ad, and further configured to store the keyword search in a keyword database;

a digitizer device configured to extract ad related keywords from digitized text of the audio-visual ad, and further configured to store the ad related keywords in an ad keyword database; and

a comparator device configured to compare the ad keyword database to the keyword search database, and further configured to determine an ad effectiveness rank of the audio-visual ad, and further configured to store the ad effectiveness rank in an ad effectiveness database.