ADVERTISEMENT EXCHANGE USING NEURO-RESPONSE DATA

• US 20110119129A1
• Filed: 11/19/2009
• Published: 05/19/2011
• Est. Priority Date: 11/19/2009
• Status: Active Grant

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: NeuroFocus Inc. (Nielsen Holdings plc)
• Inventors: Pradeep, Anantha, Knight, Robert T., Gurumoorthy, Ramachandran
• Granted Patent: US 8,335,715 B2
• Time in Patent Office: Days
• US Class Current: 705/14.49
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements

Abstract

An advertisement exchange determines characteristics associated with advertisement slots such as slots in a commercial pod, locations on a printed page, banners in a video, billboards, etc. Characteristics may include demographic information, advertisement type, and neuro-response characteristics such as priming, attention, engagement, and retention. Advertisement slots are matched with advertisements and may be selected, purchased, exchanged, and analyzed by advertisers, individuals, corporations, and firms. In some examples, bids and offers are made for advertisement slots based on advertisement slot characteristics. Advertisement slot characteristics may be changed in real-time as placement of advertisements in surrounding slots changes the characteristics of a particular slot.

Claims

1. A method, comprising:

receiving a plurality of advertisement slots;

determining advertisement slots characteristics including neuro-response characteristics for the plurality of advertisement slots;

associating the plurality of advertisement slots with the advertisement slot characteristics;

matching a plurality of advertisement slots with the plurality of advertisements.

2. The method of claim 1, wherein the advertisement slot characteristics comprise media type, duration, and location.

3. The method of claim 1, wherein neuro-response characteristics comprise priming characteristics.

4. The method of claim 3, wherein priming characteristics correlate priming levels for a plurality of products and services to various advertisement slots.

5. The method of claim 1, wherein neuro-response characteristics comprise retention, engagement, attention, and priming levels.

6. The method of claim 1, wherein the advertisement slots are commercials in a commercial pod.

7. The method of claim 1, wherein determining neuro-response characteristics comprise determining subject resonance measured by obtaining target and distracter event related potential (ERP) measurements to determine differential measurements of ERP time domain components at multiple regions of the brain (DERP).

8. The method of claim 7, wherein subject resonance is further measured by obtaining event related time-frequency analysis of the differential response to assess the attention, emotion and memory retention (DERPSPs) across multiple frequency bands.

9. The method of claim 8, wherein the multiple frequency bands comprise theta, alpha, beta, gamma and high gamma.

10. The method of claim 1, wherein offers from a plurality of advertisers are received for the plurality of advertisement slots.

11. The method of claim 10, wherein advertisement slots are evaluated by advertisers using advertisement characteristics.

12. A system, comprising:

an interface configured to receive a plurality of advertisement slots;

a neuro-response data collection device configured to determine neuro-response characteristics for the plurality of advertisement slots;

a processor configured to associate the plurality of advertisement slots with the advertisement slot characteristics including neuro-response characteristics and match a plurality of advertisement slots with the plurality of advertisements.

13. The system of claim 12, wherein the advertisement slot characteristics comprise media type, duration, and location.

14. The system of claim 12, wherein neuro-response characteristics comprise priming characteristics.

15. The system of claim 14, wherein priming characteristics correlate priming levels for a plurality of products and services to various advertisement slots.

16. The system of claim 12, wherein neuro-response characteristics comprise retention, engagement, attention, and priming levels.

17. The system of claim 12, wherein the advertisement slots are commercials in a commercial pod.

18. The system of claim 12, wherein determining neuro-response characteristics comprise determining subject resonance measured by obtaining target and distracter event related potential (ERP) measurements to determine differential measurements of ERP time domain components at multiple regions of the brain (DERP).

19. The system of claim 18, wherein subject resonance is further measured by obtaining event related time-frequency analysis of the differential response to assess the attention, emotion and memory retention (DERPSPs) across multiple frequency bands.

20. A system, comprising:

means for receiving a plurality of advertisement slots;

means for determining advertisement slots characteristics including neuro-response characteristics for the plurality of advertisement slots;

means for associating the plurality of advertisement slots with the advertisement slot characteristics;

means for matching a plurality of advertisement slots with the plurality of advertisements.