Methods and Systems of Measuring the Effectiveness of Advertising Content and Producing Standardized Advertising Content Effectiveness Scores

• US 20100131356A1
• Filed: 11/19/2009
• Published: 05/27/2010
• Est. Priority Date: 11/21/2008
• Status: Abandoned Application

• Current Assignee: Ace Metrix, Inc. (iSpot.tv Incorporated)
• Original Assignee: Ace Metrix, Inc. (iSpot.tv Incorporated)
• Inventors: Goldman, Steven Howard, Stevens, JuYoung Lee
• Application Number:
  US12/622,326
• Publication Number:
  US 20100131356A1
• Time in Patent Office: Days
• US Class Current: 705/14.440
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0245 Surveys

Abstract

Methods and systems for measuring effectiveness of advertisements. Consumers who opt-in may be presented with advertisements, and after viewing the advertisements, the participants may be asked to respond to the advertisement in a standardized survey environment. The participants may be asked to rate, on a scale of 0 to 100, each advertising piece in terms of various factors such as: desire rating, relevance, information, attention, innovation (or change), likeability, etc. These responses, combined with demographic information about the participants and meta data pertaining to advertising such as brand, product and the media that the advertising is designed for, may be used to measure the persuasive power of the advertising content, the likelihood of repeat viewing of the advertising, the likelihood of having word-of-mouth effect and the overall effectiveness of advertising content. Consumer reactions may be continuously collected, and advertising content effectiveness scores may be provided in a standardized, quantitative way. The results may also provide a cost per ad effectiveness, calculated based on the money spent on the advertisement, breadth of audience, and the advertising content effectiveness score.

Claims

1. A method for measuring effectiveness of advertising content comprising:

selecting an advertisement for marketing a product or service offered by a vendor;

presenting a series of survey questions for measuring consumer reaction to advertising content, wherein the survey questions are administered to a plurality of consumers following the consumer'"'"'s viewing of the advertisement; and

calculating a standardized advertising content effectiveness score, wherein the standardized advertising content effectiveness score is based on at least one of the following;

a persuasion index, a watchability index, demographic information relating to the plurality of consumers, or metadata relating to the advertisement;

wherein the persuasion index is directed to the consumer'"'"'s impression about a brand of the vendor; and

wherein the watchability index is directed to the consumer'"'"'s interest in watching the advertisement again.

2. The method of claim 1, wherein at least one survey question is directed to the consumer'"'"'s attention of the advertisement.

3. The method of claim 1, wherein at least one survey question is directed to how relevant was the advertisement to the consumer.

4. The method of claim 1, wherein at least one survey question is directed to how informative was the advertisement to the consumer.

5. The method of claim 1, wherein at least one survey question is directed to how desirable was a subject of the advertisement to the consumer.

6. The method of claim 1, wherein at least one survey question is directed to how innovative was the advertisement to the consumer.

7. The method of claim 1, wherein at least one survey question is directed to how likeable was the advertisement to the consumer.

8. The method of claim 1, wherein the advertisement comprises static or moving images.

9. The method of claim 1, wherein the advertisement comprises live or recorded speech.

10. The method of claim 1, wherein the advertisement comprises a television commercial delivered over the Internet.

11. The method of claim 1, wherein the metadata relating to the advertisement reflects a brand.

12. The method of claim 1, wherein the metadata relating to the advertisement reflects a product.

13. The method of claim 1, wherein the metadata relating to the advertisement reflects a media that the advertisement was designed for.

14. The method of claim 1, wherein the demographic information includes the sex, age, residency, and income level of the consumer.

15. A system for measuring effectiveness of advertising content comprising:

a network for providing a consumer access to view an advertisement for marketing a product or service offered by a vendor;

a survey module for administering a series of survey questions for measuring consumer reaction to advertising content, wherein the survey questions are administered to the consumer following the consumer'"'"'s viewing of the advertisement;

a data storage for collecting and storing responses to the series of survey questions, demographic information relating to the consumer, and metadata relating to the advertisement; and

a standardized advertising content effectiveness score, wherein the standardized advertising content effectiveness score is based on at least one of the following;

a persuasion index, a watchability index, demographic information relating to the plurality of consumers, or metadata relating to the advertisement;

wherein the persuasion index is directed to the consumer'"'"'s impression about a brand of the vendor; and

wherein the watchability index is directed to the consumer'"'"'s interest in watching the advertisement again.

16. The system of claim 15, further comprising a tracking module for tracking whether the advertisement is watched by the consumer again, wherein the standardized advertising content effectiveness score is based on data collected by the tracking module.

17. The system of claim 15, wherein the tracking module tracks whether the advertisement is watched by the consumer again via casual viewing, channel surfing, in DVR playback mode, or in some other context.

18. The system of claim 15, wherein the scoring module calculates a cost per effectiveness (CPE) measurement, wherein CPE=Spending/(Reach*ACE), wherein Spending is a dollar amount spent to broadcast the advertisement and reach is a number of consumers participating in answering the survey questions.

19. A computer-usable medium having computer readable instructions stored thereon for execution by a processor to perform a method for measuring effectiveness of advertising content comprising:

selecting an advertisement for marketing a product or service offered by a vendor;

presenting a series of survey questions for measuring consumer reaction to advertising content, wherein the survey questions are administered to a plurality of consumers following the consumer'"'"'s viewing of the advertisement; and

calculating a standardized advertising content effectiveness score, wherein the standardized advertising content effectiveness score is based on at least one of the following;

a persuasion index, a watchability index, demographic information relating to the plurality of consumers, or metadata relating to the advertisement;

wherein the persuasion index is directed to the consumer'"'"'s impression about a brand of the vendor; and

wherein the watchability index is directed to the consumer'"'"'s interest in watching the advertisement again.