SYSTEM AND METHOD FOR REAL-TIME ADVERTISING CAMPAIGN ADAPTATION
First Claim
Patent Images
1. A method for implementing a brand-based ad campaign, comprising:
- providing advertising to a plurality of users based on one or more campaign parameters;
providing one or more survey queries to the plurality of users, wherein the survey queries are selected to measure one or more campaign metrics; and
processing, by operation of one or more processing units, responses to the survey queries to update the one or more campaign parameters based on the measured campaign metrics.
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Abstract
A technique for adapting an advertising campaign based on real-time campaign metrics, such as a composition of the target audience among advertising recipients or an impact on brand metrics. As the advertising campaign runs, parameters of the campaign are updated to boost performance of a portion of the advertising campaign determined to be particularly effective by the campaign metrics. The campaign metrics utilize real-time, single-question surveys across segmented portions of the target audience, and then adapt the advertising campaign to target a particular segment based on desired brand and audience metrics.
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Citations
25 Claims
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1. A method for implementing a brand-based ad campaign, comprising:
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providing advertising to a plurality of users based on one or more campaign parameters; providing one or more survey queries to the plurality of users, wherein the survey queries are selected to measure one or more campaign metrics; and processing, by operation of one or more processing units, responses to the survey queries to update the one or more campaign parameters based on the measured campaign metrics. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A method for executing an advertising campaign to an audience comprising a plurality of users, the method comprising:
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processing a plurality of user responses to generate one or more campaign metrics, wherein the plurality of user responses are responsive to one or more survey queries provided to the plurality of users; and modifying, by operation of one or more processing units, one or more campaign parameters of the advertising campaign based on the generated campaign metric.
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11. A method for adapting an advertising campaign, comprising:
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determining an audience segment for a user; selecting an ad for the user based on the audience segment and on one or more campaign parameters; selecting a survey query to provide to the user; processing a response to the survey query using the audience segment to generate one or more campaign metrics; and updating, by operation of one or more processing units, at least one of the campaign parameters based on the one or more campaign metrics. - View Dependent Claims (12)
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13. A computer-readable storage medium storing instructions that, when executed by a processor, performs an operation for executing an advertising campaign, the operation comprising:
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providing advertising to a plurality of users based on one or more campaign parameters; providing one or more survey queries to the plurality of users, wherein the survey queries are selected to measure one or more campaign metrics; and processing, by operation of the processor, responses to the survey queries to update the one or more campaign parameters based on the measured campaign metrics. - View Dependent Claims (14, 15, 16, 17, 18, 19, 20, 21)
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22. A computer-readable storage medium storing instructions that, when executed by a processor, performs an operation for executing an advertising campaign to an audience comprising a plurality of users, the operation comprising:
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processing a plurality of user responses to generate one or more campaign metrics, wherein the plurality of user responses are responsive to one or more survey queries provided to the plurality of users; and modifying, by operation of the processor, one or more campaign parameters of the advertising campaign based on the generated campaign metric.
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23. A computer-readable storage medium storing instructions that, when executed by a processor, performs an operation for adapting an advertising campaign, the operation comprising:
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determining an audience segment for a user; selecting an ad for the user based on the audience segment and on one or more campaign parameters; selecting a survey query to provide to the user; processing a response to the survey query using the audience segment to generate one or more campaign metrics; and updating at least one of the campaign parameters based on the one or more campaign metrics. - View Dependent Claims (24)
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25. A system, comprising:
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a storage device configured to store one or more campaign parameters and a plurality of survey responses, and an ad server configured to; provide advertising to a plurality of users based the one or more campaign parameters, provide one or more survey queries to the plurality of users, wherein the survey queries are selected to measure one or more campaign metrics, and process responses to the survey queries to update the one or more campaign parameters based on the measured campaign metrics.
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Specification