Targeting Advertisements Based on Emotion

• US 20120143693A1
• Filed: 12/02/2010
• Published: 06/07/2012
• Est. Priority Date: 12/02/2010
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: CHUNG, WOOK JIN, PATWA, PRITESH, MARKOV, MARTIN MIROSLAVOV
• Application Number:
  US12/958,775
• Publication Number:
  US 20120143693A1
• Time in Patent Office: Days
• US Class Current: 705/14.66
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

A computer system, a computer-implemented method, and computer readable media configured to target advertisements based on emotional states are provided. Advertisers specify desired emotional states of users they intend to target with advertisements. Advertisers also provide emotional tags having the desired emotional state of users that should see the advertisements linked to the emotional tags. Online activities for users are obtained and processed to assign emotional states to the users. An advertisement engine selects advertisements that are emotionally compatible based on the assigned emotional states and the desired emotional states provided by the advertisers.

Claims

1. A computer-implemented method to determine emotional states of users that receive advertisements on client devices, the method comprising:

monitoring a user'"'"'s online activity during a time period;

processing the online activity to identify a tone associated with content that the user interacted with during the time period;

receiving an indication of the user'"'"'s reaction to the content; and

assigning an emotional state to the user based on the tone of the content and the indication of the user'"'"'s reaction to the content.

2. The computer-implemented method of claim 1, wherein the online activity is stored in a log.

3. The computer-implemented method of claim 1, wherein the online activity comprises browsing history, webpage content, search queries, emails, instant messages, and online games.

4. The computer-implemented method of claim 1, wherein the indication of the user'"'"'s reaction is identified from facial expressions of the user captured by an image capture device during the time period.

5. The computer-implemented method of claim 1, wherein the indication of the user'"'"'s reaction is identified from user speech patterns captured by an audio capture device during the time period.

6. The computer-implemented method of claim 1, wherein the indication of the user'"'"'s reaction is identified from gestures and body movements of the user captured by an image capture device during the time period.

7. The computer-implemented method of claim 1, further comprising storing the emotional state of the user in a database.

8. The computer-implemented method of claim 7, wherein the emotional state is one of:

positive, happy, confused, neutral, negative, angry, or sad.

9. The computer-implemented method of claim 8, wherein the emotional state is assigned a duration.

10. A computer system, the computer system comprising:

an emotional state database configured to store the emotional states assigned to users;

an advertisement database configured to store advertisements and targeting information; and

an advertisement engine configured to receive the targeting information, wherein the targeting information includes the desired emotional states of users that advertisers intend to target, and the advertisement engine;

processes a request for an advertisement, wherein the request includes an identifier for a user, checks the emotional state database having user identifiers and assigned emotional states to determine the assigned emotional state of the user associated with the identifier included in the request,

if the user identifier is in the emotional state database, the advertisement engine retrieves the assigned emotional state of the user and selects from the advertisement database advertisements based on the desired emotional state and the other targeting criteria, wherein the other targeting criteria is related to the user or content,

if the user identifier is not in the emotional state database, the advertisement engine selects an advertisement based on the other targeting criteria, and

transmits the selected advertisement based on monetization value.

11. The computer system of claim 10, wherein if the user identifier is not in the emotional state database, determining the emotional state of the user.

12. The computer system of claim 10, wherein the other targeting criteria include zip code, keywords, age, location, or language.

13. The computer system of claim 10, wherein the monetization value is based on advertiser bids.

14. The computer system of claim 10, wherein the advertisement database associates an advertisement and an emotional state of the advertisement as specified by the advertiser for the advertisement.

15. The computer system of claim 14, wherein the advertisement database includes a length of time of users the advertisers intend to target is associated the desired emotional state.

16. One or more computer readable media storing computer-useable instructions to determine an emotional state, the method comprising:

monitoring a user'"'"'s online activity during a time period;

processing the online activity to identify a tone associated with content that the user interacted with during the time period;

receiving an indication of the user'"'"'s reaction to the content; and

assigning an emotional state to the user based on the tone of the content and the indication of the user'"'"'s reaction to the content.

17. The media of claim 16, wherein the assigned emotional state is normalized based on the statistical average of emotional states assigned to users having processed online activity during the time period.

18. The media of claim 16, wherein the online activity comprises browsing history, webpage content, search queries, emails, instant messages, and online games.

19. The media of claim 16, wherein the indication of the user'"'"'s reaction is identified from facial expressions of the user captured by an image capture device during the time period.

20. The media of claim 16, wherein the indication of the user'"'"'s reaction is identified from user speech patterns captured by an audio capture device during the time period.