Online Monitoring Systems to Determine Offline Advertising Effectiveness

• US 20110119126A1
• Filed: 11/19/2009
• Published: 05/19/2011
• Est. Priority Date: 11/19/2009
• Status: Abandoned Application

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Deegan, Leo, Park, John B., Pregibon, Daryl, Singh, Neha
• Application Number:
  US12/621,966
• Publication Number:
  US 20110119126A1
• Time in Patent Office: Days
• US Class Current: 705/14.45
• 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

Abstract

Methods, systems, and apparatuses for online monitoring systems to determine offline advertising effectiveness. Information related to an advertisement for a product is received. The advertisement is presented through offline media. The information includes an advertising schedule. Communications related to the product that are received from the consumers in the market at the time the advertisement is presented, are detected. Data responsive to the detected communications are collected; the data represent a number of consumers in the market. A statistical correlation between the collected data and the advertising schedule is determined and provided to the advertiser as a report of the effectiveness of the advertising.

Claims

1. A method performed by one or more computers, the method comprising:

receiving, by one or more computers, information related to an advertisement for a product, wherein the advertisement is presented through offline media other than a public, packet-switched data network and wherein the information includes an advertising schedule based on which the advertisement is to be presented to a market including consumers;

detecting, by the one or more computers, communications related to the product from the consumers in the market at times in the advertising schedule during which the advertisement is presented, the detected communications received through offline media and a public, packet-switched data network;

collecting, by the one or more computers, data responsive to the detected communications, the data representing a number of consumers in the market from whom the communications related to the product were detected responsive to the advertisement;

determining, by the one or more computers, a statistical correlation between the collected data and the advertising schedule, the statistical correlation representing an effectiveness of presenting the advertisement for the product during the advertising schedule; and

providing, by the one or more computers, a report of the effectiveness based at least in part on the determined statistical correlation.

2. The method of claim 1, further comprising:

detecting communications related to the product from consumers in a market other than the market in which the advertisement is presented;

collecting other data responsive to the communications detected from the market other than the market in which the advertisement is presented; and

including the other data in determining the statistical correlation.

3. The method of claim 1, further comprising:

receiving the information related to the advertisement from an advertiser; and

providing the statistical correlation representing the effectiveness to the advertiser.

4. The method of claim 1, wherein the information includes a website of the product that is stated when the advertisement is presented, the communications related to the product includes an accessing of the website, and the collected data includes a number of times consumers access the website.

5. The method of claim 1, wherein the public, packet-switched data network comprises the Internet.

6. The method of claim 5, wherein the information includes a keyword related to the product, the communications related to the product includes searches on the Internet for the keyword, and the collected data includes a number of times consumers search the Internet for the keyword.

7. The method of claim 1, wherein the information includes a telephone number to call to obtain information related to the product, the communications related to the product includes phone calls to the telephone number, and the collected data includes a number of times consumers placed the phone calls.

8. The method of claim 1, wherein the advertisement is presented through one or more of a radio, a television, or a publication.

9. The method of claim 1, further comprising:

detecting first communications related to the product from consumers in the market for a first time before the advertising schedule is commenced;

detecting second communications related to the product from consumers in the market for a second time after the advertising schedule is completed;

collecting data responsive to the first communications and the second communications, the data representing a number of consumers in the market from whom the communications related to the product were detected before and after the advertisement was presented; and

determining a change in a number of consumers that provided communications related to the product during the advertising schedule in comparison to a number of consumers that provided communications related to the product before and after the advertising schedule.

10. The method of claim 1, wherein the effectiveness of presenting the advertisement for the product during a plurality of days of the advertising schedule is represented by a plurality of numbers of consumers from whom communications related to the product were detected on the corresponding plurality of days, and wherein providing the statistical correlation comprises generating a graph of the plurality of numbers of consumers v/s the plurality of days.

11. A computer-readable medium encoding software instructions executable by one or more computers to perform operations comprising:

detecting, for a duration, visits to a website related to a product by consumers in a geographical region, the website identified in an advertisement for the product that is broadcast by a radio station to the geographical region, the duration corresponding to an advertising schedule during which the advertisement is broadcast by the radio station;

collecting a number of visits to the website at periodic intervals during the duration based on the advertising schedule;

determining an increase in a number of visits to the website in comparison to an average number of visits to the website for each of the periodic intervals during which the number of visits to the website is collected;

generating a plot of the increase in the number of visits to the website versus a number of periodic intervals; and

providing the generated plot to an advertiser from whom the advertisement was received.

12. The computer-readable medium of claim 11, wherein a visit to the website is defined by an accessing of a uniform resource locator (URL) of the website that is stated when the advertisement is broadcast by the radio station.

13. The computer-readable medium of claim 11, wherein a consumer is determined to be within the market if an IP address of a computer using which the consumer accesses the website is included in IP addresses of all computers located within the market.

14. The computer-readable medium of claim 11, wherein the average number of visits to the website is determined based on a number of visits to the website before the advertisement for the product is broadcast.