MANAGING ADVERTISING CAMPAIGNS

• US 20120054020A1
• Filed: 08/25/2010
• Published: 03/01/2012
• Est. Priority Date: 08/25/2010
• Status: Abandoned Application

• Current Assignee: Cisco Technology, Inc. (Cisco Systems, Inc.)
• Original Assignee: Cisco Technology, Inc. (Cisco Systems, Inc.)
• Inventors: Jacobs, Philip
• Application Number:
  US12/868,556
• Publication Number:
  US 20120054020A1
• Time in Patent Office: Days
• US Class Current: 705/14.42
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

In one implementation, a campaign manager sends content including advertising related to an advertising campaign to two or more media formats or media types. A consumer engagement score is derived from the user engagement scores associated with the media formats or media types. The consumer engagement score is compared with a target engagement score to determine whether and how to continue the advertising campaign with the particular consumer or set of consumers. Tracking of the advertising campaign extends across media types such as digital television, mobile devices, and personal computers, and extends across formats such as live content, recorded content, interactive content, text messaging, and others.

Claims

1. A method comprising:

sending a first advertising content to a first consumption device using a first media type and a second advertising content to a second consumption device using a second media type different than the first media type;

tracking consumer engagement as a first engagement score associated with the first media type and the first advertising content and a second engagement score associated with the second media type and the second advertising content;

calculating a consumer engagement score, using a controller, from at least the first engagement score and the second engagement score; and

selecting additional content based on the consumer engagement score.

2. The method of claim 1, wherein the first engagement score, the second engagement score, the consumer engagement score, and the additional content are related to a first advertising campaign.

3. The method of claim 1, further comprising:

comparing the consumer engagement score to a target score,

wherein if the consumer score is less than the target score, the additional content is related to the first advertising campaign and selected based on the difference between the consumer engagement score and the target score, and

wherein if the consumer score is greater than or equal to the target score, the additional content is related to a second advertising campaign.

4. The method of claim 1, further comprising:

decreasing the first engagement score based on a decay function and a time period elapsed from sending the first content.

5. The method of claim 1, further comprising:

adjusting the first engagement score according to a priming factor based an effect of surroundings on the first media type.

6. The method of claim 1, further comprising:

adjusting the first engagement score according to a context over time, wherein the context is selected from the group consisting of time of day, location of the first content, subject matter of material surrounding the first content, or quantity of subject matter surrounding the first content.

7. The method of claim 1, wherein the first consumption device is selected from the group consisting of a television, a mobile phone, a personal computer, a digital sign, and indirectly connected media.

8. The method of claim 1, wherein the first media type is configured to display the advertising content using at least one of a live stream, a time-shifted recording, an interruption advertisement, an overlaid advertisement, a product placement, and an interactive advertisement.

9. The method of claim 1, wherein the first media type is configured to display the advertising content using at least one of an idle screen display, a website display, a text message, a media message, a local application, and an in-call recording.

10. An apparatus comprising:

an interface configured to send a first content in a first media format and a second content in a second media format and receive measurement data indicating consumer engagement of the first media format as a first engagement score and indicating consumer engagement of the second media format as a second engagement score; and

a controller configured to calculate a consumer engagement score from at least the first engagement score and the second engagement score and select a third content based on the consumer engagement score.

11. The apparatus of claim 10, further comprising:

a consumption device operable to present the first media format and the second media format.

12. The apparatus of claim 10, wherein the controller is further configured to compare the consumer engagement score to a target score, and wherein if the consumer score is less than the target score, the third content is related to a first advertising campaign and selected based on the difference between the consumer engagement score and the target score, and if the consumer score is greater than or equal to the target score, the third content is related to a second advertising campaign.

13. The apparatus of claim 10, wherein the controller is further configured to decrease the first engagement score based on a decay function and a time period elapsed from sending the first content.

14. The apparatus of claim 10, further comprising:

a measurement device configured to generate the measurement data, wherein the measurement data indicates a decision made by a consumer.

15. The apparatus of claim 10, wherein the first media format and the second media format are selected from the group consisting of a live stream, a time-shifted recording, an interruption advertisement, an overlaid advertisement, a product placement, and an interactive advertisement.

16. The apparatus of claim 10, wherein the first media format and the second media format are selected from the group consisting of an idle screen display, a website display, a text message, a media message, a local application, and an in-call recording.

17. Logic encoded in one or more non-transitory tangible media, the logic executable by a processor and operable to:

track consumer exposure to an advertising campaign, the tracked consumer exposure being in multiple formats, types of media, or both formats and types of media;

calculate an engagement score based on the consumer exposure for each of the multiple formats, types of media, or both formats and types of media, wherein the calculation is a function of feedback from at least one measurement device detecting responses of a consumer; and

transmit additional advertising to the consumer when the scoring does not reach a target engagement score.

18. The logic of claim 17, further operable to:

compare the engagement score to the target engagement score,

wherein if the engagement score is less than the target score, the additional advertising is related to the advertising campaign, and wherein if the engagement score is greater than or equal to the target score, the additional advertising is related to a second advertising campaign.

19. The logic of claim 18, wherein the consumer exposure and the measurement device are associated with different media types.

20. The logic of claim 17, further operable to:

adjust the engagement score according to a context over time, wherein the context is selected from the group consisting of time of day, location of the first content, subject matter of material surrounding the first content, or quantity of subject matter surrounding the first content.