SYSTEM AND METHOD FOR MEASURING EFFECTIVENESS OF ELECTRONICALLY PRESENTED ADVERTIZING

• US 20110196735A1
• Filed: 02/05/2010
• Published: 08/11/2011
• Est. Priority Date: 02/05/2010
• Status: Abandoned Application

• Current Assignee: Burt AB
• Original Assignee: Burt AB
• Inventors: Hultberg, Theo, Sjölander, John, von Sydow, Gustav
• Application Number:
  US12/700,844
• Publication Number:
  US 20110196735A1
• Time in Patent Office: Days
• US Class Current: 705/14.43
• 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 30/0244 Optimization

Abstract

Disclosed in one general aspect is a method of evaluating the presentation of advertising content on end-user computer displays that includes sending an integrated advertisement program that includes advertising content through a computer network to end-user computers in response to requests from browsers running on the end-user computers. The integrated advertisement program is accessed on each of the end-user computers after it is received from a server on that computer. The integrated advertisement program determines a display attribute of the advertising content in the integrated advertisement program on each of the end-user computers, and reports the detected display attribute from each of the end-user computers through the computer network to a monitoring application.

Claims

1. A method of evaluating the presentation of advertising content on end-user computer displays, comprising:

sending an integrated advertisement program that includes advertising content through a computer network to end-user computers in response to requests from browsers running on the end-user computers,

accessing the integrated advertisement program on each of the end-user computers after it is received from a server on that computer,

determining by the integrated advertisement program a display attribute of the advertising content in the integrated advertisement program on each of the end-user computers, and

reporting the detected display attribute from each of the end-user computers through the computer network to a monitoring application.

2. The method of claim 1 wherein the step of determining determines visibility display attributes that each relate to whether at least some of the content from the integrated advertising program is displayed on a display associated with an end-user computer.

3. The method of claim 2 wherein the step of detecting a display visibility attribute detects a measure of how much surface area of the advertising content from the integrated advertisement program is visible on the end-user computer.

4. The method of claim 1 wherein the step of determining determines positional display attributes that each relate to a position where the content from the integrated advertising program is presented on a display associated with an end-user computer.

5. The method of claim 4 wherein the step of determining determines positional display attributes based on a position of a canvas containing the content from the integrated advertising program within a browser window.

6. The method of claim 1 wherein the step of detecting a display attribute detects a display duration attribute that relates to how long the advertising content from the integrated advertisement program is visible on the end-user computer.

7. The method of claim 1 further including the steps of aggregating the reported display attributes.

8. The method of claim 7 further including the steps of displaying aggregated display attribute information resulting from the step of aggregating on a computer output device.

9. The method of claim 8 wherein the step of displaying displays the information graphically.

10. The method of claim 7 wherein the step of aggregating derives separate measures of the reported display attributes for different types of content included in different integrated advertisement programs and further including the step of comparing the separate measures.

11. The method of claim 7 further including the step of detecting personal attributes of groups of end users based on the step of reporting and wherein the step of aggregating derives separate measures of the reported display attributes for the different end-user groups.

12. The method of claim 11 wherein the step of detecting detects demographic and regional personal attributes.

13. The method of claim 11 wherein the step of detecting includes accessing the network address of the end-user computer.

14. The method of claim 7 wherein the step of aggregating is user-configurable.

15. The method of claim 7 further including the step of combining reporting links with the content in the integrated advertisement program and wherein the step of combining and the step of aggregating are performed for a same organization.

16. The method of claim 11 further including the step of creating the content to be included in the integrated advertisement program, and wherein the steps of creating, combining, and aggregating are performed for a same organization to provide feedback on the effectiveness of content created in the step of creating.

17. The method of claim 1 wherein the integrated advertisement program is written to operate in a multimedia execution environment.

18. The method of claim 17 wherein the integrated advertisement program is an ActionScript program.

19. The method of claim 17 wherein the integrated advertisement program includes embedded JavaScript.

20. The method of claim 1 further including the steps of combining reporting links with the content in the integrated advertisement program and then providing the integrated advertisement program to different advertisement distribution providers.

21. The method of claim 20 further including the step of storing the integrated advertisement program that includes advertising content on one or more ad servers connected to a computer network and serving the advertisement program from the ad servers.

22. The method of claim 21 wherein the step of reporting operates between the end-user computers and a monitoring server that is separate from the ad servers.

23. The method of claim 1 wherein the step of sending sends the advertisement program in a compiled binary format.

24. The method of claim 1 wherein the step of reporting uses non-cleartext reporting links embedded in the advertisement program.

25. The method of claim 1 wherein the step of sending sends an advertisement program that consists of a single file that includes both content and reporting links.

26. The method of claim 1 wherein the step of reporting includes reporting a validation key.

27. The method of claim 1 wherein the step of reporting a validation key reports a key that includes a portion of the key that identifies a supplier of the content for the integrated advertisement program.

28. An apparatus for evaluating the presentation of advertising content on end-user computer displays, comprising:

an authoring interface operative to enable a user to insert a tracking client with visibility attribute determining logic in an integrated advertisement program that includes advertising content,

an aggregation subsystem operative to receive and aggregate display attributes of the advertizing content from the visibility attribute determining logic in the tracking client in the integrated advertising program, and

a viewer operative to display aggregated display attribute information from the aggregation subsystem.

29. The apparatus of claim 28 further including further viewers and further authoring interfaces operative to insert further tracking clients that include different campaign identifiers, and wherein the aggregation subsystem further includes distribution logic operative to receive and distribute visibility information to different viewers based on the campaign identifiers.

30. The apparatus of claim 29 wherein at least some of the authoring interfaces are each located at one of a plurality of different advertising agencies with one of the viewers and wherein the aggregation and distribution subsystem is located at a location that is geographically remote from the advertising agencies.

31. The apparatus of claim 28 wherein the authoring interface is further operative to insert additional interaction detection logic in the tracking client.

32. An apparatus for evaluating the presentation of advertising content on end-user computer displays, comprising:

tracking client insertion means for inserting means for determining visibility attributes in an integrated advertisement means that includes advertising content,

means for receiving and aggregating display attributes of the advertizing content from the means for determining visibility attributes in the integrated advertising program, and

means for displaying aggregated display attribute information from the means for receiving and aggregating.