Determining Relative Effectiveness Of Media Content Items

• US 20100114668A1
• Filed: 11/16/2009
• Published: 05/06/2010
• Est. Priority Date: 04/23/2007
• Status: Active Grant

• Current Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Original Assignee: Audience Measurement Technologies, Inc. (MOOD Media Corporation)
• Inventors: Paterson, Craig Dougal, Klein, Mark D., Browne, Jason
• Granted Patent: US 10,489,795 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 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0246 Traffic

Abstract

The effectiveness of advertisements with respect to a group of panelists is measured. Based on the results of such analysis, advertisements and/or variants thereof are selected for presentation to consumers. Effectiveness of advertisements is measured, in one embodiment, by detecting exposure to advertisements, and then monitoring panelist behavior following exposure to an advertisement. In one embodiment, the group of panelists is a representative sample of a larger population, so that observations of panelist behavior can be used as a basis for making decisions regarding presentation of advertisements to a larger audience having characteristics similar to those of the panelists.

Once the relative effectiveness for various audiences has been determined, advertisements can be selected for presentation to individual consumers or to groups of consumers, so as to maximize effectiveness. In one embodiment, such analysis and selection is performed substantially in real-time.

Claims

1. A computer-implemented method for determining relative effectiveness of media content items, comprising:

at a computing device, performing the steps of;

determining characteristics of each of a plurality of panelists;

defining groups of panelists according to the determined characteristics;

monitoring panelists'"'"' exposures to a plurality of media content items;

receiving notifications of events associated with panelists, the events representing actions performed by panelists; and

correlating the events with the exposures to media content items to determine a relative effectiveness of the media content items in affecting panelist behavior for at least one of the defined groups of panelists; and

at an output device, generating output indicating the determined relative effectiveness of the media content items in affecting panelist behavior for at least one of the defined groups of panelists.

2. The computer-implemented method of claim 1, wherein correlating events with exposures to media content items to determine a relative effectiveness of the media content items in affecting panelist behavior is performed substantially instantaneously in response to receiving notifications of events associated with panelists.

3. The computer-implemented method of claim 1, wherein each media content item comprises an advertisement.

4. The computer-implemented method of claim 1, wherein:

at least one of the plurality of media content items is presented via at least a first communication mechanism; and

at least one of the actions comprises a communication transmitted via at least a second communication mechanism different from the first communication mechanism.

5. The computer-implemented method of claim 1, further comprising:

at the computing device, monitoring at least one additional exposure of at least one panelist to at least one media content item;

at the computing device, receiving at least one additional notification of at least one additional event associated with at least one panelist, each event representing an action performed by at least one panelist;

at the computing device, correlating the at least one additional event with the at least one additional exposure to at least one media content item to determine an updated relative effectiveness of the media content items in affecting panelist behavior for at least one of the defined groups of panelists; and

at an output device, generating output indicating the updated determined relative effectiveness of the media content items in affecting panelist behavior for at least one of the defined groups of panelists.

6. The computer-implemented method of claim 5, wherein correlating the at least one additional event with the at least one additional exposure to at least one media content item to determine an updated relative effectiveness of the media content items in affecting panelist behavior is performed substantially instantaneously in response to receiving at least one additional notification of at least one additional event associated with at least one panelist.

7. The computer-implemented method of claim 1, further comprising:

at the computing device, performing the steps of;

determining at least one characteristic of a user;

based on the determined at least one characteristic, associating the user with at least one of the defined groups;

based on the determined relative effectiveness of media content items for at least one of the defined groups with which the user is associated, selecting at least one media content item for presentation to the user; and

transmitting the at least one selected media content item for presentation to the user.

8. The computer-implemented method of claim 7, wherein determining at least one characteristic of a user, associating the user with at least one of the defined groups, selecting at least one content item for presentation to the user, and transmitting the at least one selected content item are performed in response to receiving a request for content to be presented to the user.

9. The computer-implemented method of claim 8, wherein the request for content to be presented to the user comprises at least one selected from the group consisting of:

a request for a web page;

a request for a resource associated with a web page;

a request for a component associated with a web page;

a request for an advertisement to be displayed in connection with a web page;

a request for audiovisual content to be presented to the user; and

a request for a television commercial to be presented to the user.

10. The computer-implemented method of claim 7, further comprising:

at a storage device, storing a representation of the relative effectiveness of the media content items in affecting panelist behavior;

and wherein selecting at least one content item for presentation to the user comprises;

retrieving at least one previously stored representation of the relative effectiveness of at least one media content item in affecting panelist behavior for panelists having at least one determined characteristic of the user; and

selecting at least one content item based on the retrieved at least one representation of relative effectiveness.

11. The computer-implemented method of claim 7, wherein each media content item comprises a variant of an advertisement, and wherein:

selecting at least one content item for presentation to the user comprises selecting at least one variant among a plurality of available variants for an advertisement; and

transmitting at least one selected content item to the user comprises transmitting the at least one selected advertisement variant for presentation to the user.

12. The computer-implemented method of claim 11, wherein determining at least one characteristic of a user, associating the user with at least one of the defined groups, selecting at least one advertisement variant for presentation to the user, and transmitting the at least one selected advertisement variant are performed in response to receiving a request for an advertisement.

13. The method of claim 7, wherein at least one selected media content item selected for presentation to the user comprises at least one selected from the group consisting of:

an advertisement;

a discount offer;

an audiovisual program;

a song;

an audio program;

a game;

a survey;

a representation of award points;

a coupon; and

an invitation.

14. The computer-implemented method of claim 7, wherein transmitting the at least one selected content item comprises transmitting the at least one selected content item to an output device viewable by the user.

15. The computer-implemented method of claim 7, wherein transmitting the at least one selected content item comprises transmitting the at least one selected content item to a directly addressable media content delivery device associated with the user.

16. The computer-implemented method of claim 7, wherein the user is not a panelist.

17. The computer-implemented method of claim 7, wherein transmitting the at least one selected media content item comprises:

obtaining at least one standard media content item from a media source;

inserting at least one selected media content item in the at least one obtained standard media content item; and

transmitting the at least one standard media content item, including the at least one selected media content item, for presentation to the user.

18. The computer-implemented method of claim 7, wherein selecting at least one content item for presentation to the user comprises:

selecting at least one content item for presentation to the user based on the determined relative effectiveness of media content items for at least one of the defined groups with which the user is associated and further based on at least one characteristic of the user.

19. The computer-implemented method of claim 7, wherein selecting at least one media content item for presentation to the user comprises modifying at least one existing media content item based on the determined relative effectiveness of media content items for at least one of the defined groups with which the user is associated, and wherein transmitting the at least one selected media content item comprises transmitting the at least one modified media content item for presentation to the user.

20. The computer-implemented method of claim 1, wherein at least one characteristic comprises at least one selected from the group consisting of:

a demographic characteristic;

a geographic characteristic;

a characteristic based on previous purchases;

a characteristic based on previous actions; and

a characteristic based on preferences.

21. The computer-implemented method of claim 1, wherein at least one action performed by a panelist comprises a purchase of at least one of a product and a service associated with at least one media content item to which the panelist has been exposed.

22. The computer-implemented method of claim 1, wherein at least one action performed by a panelist comprises an action associated with at least one media content item to which the panelist has been exposed.

23. The method of claim 1, wherein monitoring panelists'"'"' exposures to a plurality of media content items comprises monitoring exposure to at least one selected from the group consisting of:

an audiovisual program;

a television program;

a movie;

a radio;

content presented via a music delivery device;

content presented via an audio player;

content presented via a compact disc;

content presented via a DVD;

content presented via a Blu-Ray disc;

a video game;

content presented at a website; and

content presented via an Internet browser.

24. The method of claim 1, wherein monitoring panelists'"'"' exposures to a plurality of media content items comprises detecting exposure to media content items presented via a broadcast medium.

25. The method of claim 1, wherein monitoring panelists'"'"' exposures to a plurality of media content items comprises detecting exposure to media content items presented via a non-broadcast medium.

26. The computer-implemented method of claim 1, wherein monitoring panelists'"'"' exposures to a plurality of media content items comprises:

at a mobile client device associated with a panelist, monitoring ambient audio; and

at a computing device;

generating at least one signature based on the monitored ambient audio;

comparing the generated signature with at least one reference signature;

based on the comparison, identifying at least one media content item corresponding to the ambient audio.

27. The computer-implemented method of claim 1, wherein monitoring panelists'"'"' exposures to a plurality of media content items comprises:

at a computing device;

monitoring website visits for a panelist; and

identifying at least one web page visited by the panelist.

28. A computer program product for determining relative effectiveness of media content items, comprising:

a computer-readable storage medium; and

computer program code, encoded on the storage medium, for causing a processor to perform the steps of;

determining characteristics of each of a plurality of panelists;

defining groups of panelists according to the determined characteristics;

monitoring panelists'"'"' exposures to a plurality of media content items;

receiving notifications of events associated with panelists, the events representing actions performed by panelists; and

correlating the events with the exposures to media content items to determine a relative effectiveness of the media content items in affecting panelist behavior for at least one of the defined groups of panelists; and

generating output indicating the determined relative effectiveness of the media content items in affecting panelist behavior for at least one of the defined groups of panelists.

29. The computer program product of claim 28, wherein the computer program code causes the processor to correlate events with exposures to media content items to determine a relative effectiveness of the media content items in affecting panelist behavior substantially instantaneously in response to receiving notifications of events associated with panelists.

30. The computer program product of claim 28, wherein each media content item comprises an advertisement.

31. The computer program product of claim 28, wherein:

at least one of the plurality of media content items is presented via at least a first communication mechanism; and

at least one of the actions comprises a communication transmitted via at least a second communication mechanism different from the first communication mechanism.

32. The computer program product of claim 28, further comprising computer program code, encoded on the storage medium, for causing a processor to perform the steps of:

determining at least one characteristic of a user;

based on the determined at least one characteristic, associating the user with at least one of the defined groups; and

based on the determined relative effectiveness of media content items for at least one of the defined groups with which the user is associated, selecting at least one media content item for presentation to the user; and

presenting the at least one selected media content item to the user.

33. A system for determining relative effectiveness of media content items, comprising:

at least one panelist monitoring device, for;

monitoring a plurality of panelists'"'"' exposures to a plurality of media content items; and

receiving notifications of events associated with panelists, the events representing actions performed by panelists;

a processor, for;

determining characteristics of each panelist;

defining groups of panelists according to the determined characteristics; and

correlating the events with the exposures to media content items to determine a relative effectiveness of the media content items in affecting panelist behavior for at least one of the defined groups of panelists; and

an output device, for generating output indicating the determined relative effectiveness of the media content items in affecting panelist behavior for at least one of the defined groups of panelists.

34. The system of claim 33, wherein the processor correlates events with exposures to media content items to determine a relative effectiveness of the media content items in affecting panelist behavior substantially instantaneously in response to receiving notifications of events associated with panelists.

35. The system of claim 33, wherein each media content item comprises an advertisement.

36. The system of claim 33, wherein:

at least one of the plurality of media content items is presented via at least a first communication mechanism; and

at least one of the actions comprises a communication transmitted via at least a second communication mechanism different from the first communication mechanism.

37. The system of claim 33, wherein:

the processor;

determines at least one characteristic of a user;

based on the determined at least one characteristic, associates the user with at least one of the defined groups; and

based on the determined relative effectiveness of media content items for at least one of the defined groups with which the user is associated, selects at least one media content item for presentation to the user; and

the system further comprises a transmission device, for transmitting the at least one selected media content item to the user.