Measuring Impact Of Online Advertising Campaigns
First Claim
1. A computer implemented method of evaluating effectiveness of an online advertising campaign comprising advertisements, wherein the advertising campaign is presented to a set of members of an online system, the method comprising:
- associating each member from the set of members with one or more advertisements that can be displayed to the member;
responsive to detecting a member accessing the online system;
selecting an advertisement associated with the member;
determining whether the member belongs to a sample set of members or a control set of members;
responsive to the member belonging to the control set, withholding the advertisement from presentation to the member;
responsive to the member belonging to the sample set, providing the advertisement for presentation to the member; and
determining a measure of effectiveness of the advertising campaign based on information received from members from the control set and from members from the sample set.
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Accused Products
Abstract
Methods and systems allow measurement of effectiveness of advertising campaigns based on online advertisements targeted towards specific sets of members. A set of members is allowed to see an advertisement whereas another set of members is withheld from seeing the advertisement under conditions similar to the first set. Test sets obtained from the two sets of members are polled with questions evaluating effectiveness of advertisement. The poll questions evaluate effectiveness based on factors including brand awareness, purchase intent, or brand favorability. Statistical analysis is performed to quantitatively measure the effectiveness of the advertisement by measuring the improvement in above factors as a result of showing the advertisement.
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Citations
48 Claims
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1. A computer implemented method of evaluating effectiveness of an online advertising campaign comprising advertisements, wherein the advertising campaign is presented to a set of members of an online system, the method comprising:
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associating each member from the set of members with one or more advertisements that can be displayed to the member; responsive to detecting a member accessing the online system; selecting an advertisement associated with the member; determining whether the member belongs to a sample set of members or a control set of members; responsive to the member belonging to the control set, withholding the advertisement from presentation to the member; responsive to the member belonging to the sample set, providing the advertisement for presentation to the member; and determining a measure of effectiveness of the advertising campaign based on information received from members from the control set and from members from the sample set. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14)
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15. A computer-implemented system for evaluating effectiveness of an online advertising campaign comprising advertisements, wherein the advertising campaign is presented to a set of members of an online system, the system comprising:
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a computer processor; and a computer-readable storage medium storing computer program modules configured to execute on the computer processor, the computer program modules comprising; an advertisement selector module configured to; associate each member from the set of members with a one or more advertisements that can be displayed to the member; an advertisement server module configured to; select an advertisement associated with the member; determine whether the member belongs to a sample set of members or a control set of members; withhold the advertisement from presentation to the member, responsive to the member belonging to the control set; provide the advertisement for presentation to the member, responsive to the member belonging to the sample set; and a poll analyzer module configured to; determine a measure of effectiveness of the advertising campaign based on information received from members from the control set and from members from the sample set. - View Dependent Claims (16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27)
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28. A computer implemented method of evaluating effectiveness of an online advertising campaign comprising advertisements, wherein the advertising campaign is presented to a set of members of a website, the method comprising:
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associating each member from the set of members with one or more advertisements that can be displayed to the member; receiving a request for determining an advertisement to be presented to a member interacting with the website; selecting an advertisement associated with the member; determining whether the member belongs to a sample set of members or a control set of members; responsive to the member belonging to the control set, withholding the advertisement from presentation to the member; responsive to the member belonging to the sample set, responding to the request with the advertisement; and determining a measure of effectiveness of the advertising campaign based on information received from members from the control set and from members from the sample set.
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29. A computer implemented method of evaluating effectiveness of an online advertising campaign comprising advertisements, wherein the advertising campaign is presented to a set of members of an online system, the method comprising:
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determining a first set of advertisements belonging to the advertising campaign and a second set of advertisements belonging to the advertising campaign; associating each member from the set of members with one or more advertisements belonging to the advertising campaign that can be displayed to the member; responsive to detecting a member accessing the online system; selecting an advertisement associated with the member; determining whether the member belongs to one of a first experimental set of members, a second experimental set of members, or a control set of members; responsive to the member belonging to the first experimental set of members, presenting an advertisement from the first set of advertisements to the member; responsive to the member belonging to the second experimental set of members, presenting an advertisement from the second set of advertisements to the member; responsive to the member belonging to the control set, withholding the advertisement from presentation to the member; and determining a measure of effectiveness of the advertising campaign based on information received from members belonging to the first experimental set of members, the second experimental set of members, and/or the control set of members.
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30. A computer implemented method of evaluating effectiveness of an online advertising campaign comprising advertisements, wherein the advertising campaign is presented to a set of members of an online system, the method comprising:
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determining a parameter associated with presentation of an advertisement of the advertising campaign and a first parameter value and a second parameter value of the parameter; associating each member from the set of members with one or more advertisements that can be displayed to the member; responsive to detecting a member account accessing the online system; selecting an advertisement associated with the member; determining whether the member belongs to one of a first experimental set of members, a second experimental set of members, or a control set of members; responsive to the member belonging to the first experimental set of members, presenting the advertisement to the member based on the first parameter value; responsive to the member belonging to the second experimental set of members, presenting the advertisement to the member based on the second parameter value; responsive to the member belonging to the control set, withholding the advertisement from presentation to the member; and determining a measure of effectiveness of the advertisement campaign based on information received from members belonging to the first experimental set of members, the second experimental set of members, and/or the control set of members. - View Dependent Claims (31, 32, 33, 34, 35, 36, 37, 38, 39, 40, 41, 42, 43, 44, 45, 46, 47, 48)
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Specification