DETERMINING THE EFFECTIVENESS OF AN ADVERTISEMENT ON A WEBSITE OR MOBILE DEVICE

• US 20140108129A1
• Filed: 08/03/2012
• Published: 04/17/2014
• Est. Priority Date: 08/03/2012
• Status: Abandoned Application

• Current Assignee: Google Inc. (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Klein, Daniel Victor, Jackson, Dean Kenneth
• Application Number:
  US13/566,354
• Publication Number:
  US 20140108129A1
• Time in Patent Office: Days
• US Class Current: 705/14.45
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A system and method for determining the effectiveness of an advertisement on a website or a mobile device is provided. The advertisement is provided for presentation on the website or the mobile device, and a presentation time is identified at which the advertisement was presented. The presentation of the advertisement is associated with a user profile. At least one of a location associated with the advertisement or a product associated with the advertisement is identified, and an acknowledgment of the advertisement associated with the user profile is identified based on the identified presentation time and the identified at least one of the location or the product, after the advertisement is first presented. An effectiveness of the advertisement based on the identified acknowledgment of the advertisement is determined.

Claims

1. A computer-implemented method for determining an effectiveness of an advertisement on a mobile device, the method comprising:

providing, using one or more computing devices, the advertisement for presentation on the mobile device, wherein the presentation is associated with a user profile;

identifying, using one or more computing devices, a presentation time at which the advertisement was presented;

identifying, using one or more computing devices, at least one of a location associated with the advertisement or a product associated with the advertisement, wherein identifying the location comprises identifying a current time of the mobile device and determining whether a span of time between the current time of the mobile device and the identified presentation time of the advertisement is less than or equal to a threshold duration, wherein identifying the product comprises identifying a purchase time of the purchase of the product associated with the user profile and determining whether a span of time between the purchase time and the identified presentation time of the advertisement is less than or equal to the threshold duration;

identifying, using one or more computing devices, an acknowledgment of the advertisement associated with the user profile based on the identified presentation time and the identified at least one of the location or the product, after the advertisement is first presented;

determining, using one or more computing devices, the effectiveness of the advertisement based on the identified acknowledgment of the advertisement and a plurality of acknowledgements resulting from other presentations of the advertisement.

2. The method of claim 1, wherein the presentation time is an ending time of a duration of presentation of the advertisement.

3. The method of claim 1, wherein the acknowledgment of the advertisement occurs after the presentation of the advertisement has ended.

4. The method of claim 1, wherein identifying the location further comprises:

identifying a current location of the mobile device associated with the user profile;

determining whether the current location is the identified location associated with the advertisement; and

identifying the current location as the acknowledgment of the advertisement if the current location is the identified location associated with the advertisement and the span of time is less than or equal to the threshold duration.

5. The method of claim 1, wherein identifying the product further comprises:

identifying a purchase of a product associated with the user profile;

determining whether the purchased product is the identified product associated with the advertisement; and

identifying the purchase as the acknowledgment of the advertisement if the purchased product is the identified product associated with the advertisement and the span of time is less than or equal to the threshold duration.

6. The method of claim 1, further comprising:

identifying a type of the acknowledgment of the advertisement;

weighting, using a predetermined weight, the acknowledgment based on the identified type of the acknowledgement of the advertisement; and

determining the effectiveness of the advertisement based on a total of weighted acknowledgments of the advertisement from a plurality of users.

7. The method of claim 6, further comprising:

determining the effectiveness of the advertisement based on a most heavily weighted acknowledgment of the advertisement received from each of a plurality of user profiles.

8. The method of claim 1, further comprising:

identifying a purchase of a product associated with the user profile at a current location of the mobile device associated with the user profile, wherein the acknowledgment of the advertisement is identified if the current location corresponds to the identified location associated with the advertisement.

9. The method of claim 1, wherein a second threshold duration is associated with a product type associated with the advertisement.

10. The method of claim 7, wherein future frequency and presentation of the advertisement is based on the effectiveness of the advertisement.

26. The method of claim 1, wherein the threshold duration varies based on a product type.

27. The method of claim 1, wherein the threshold duration varies based on the location associated with the threshold duration.

11. A system for determining an effectiveness of an advertisement on a website, the system comprising:

one or more processors; and

a memory containing processor-executable instructions that, when executed by the one or more processors, cause the system to;

provide the advertisement for display on the website, wherein the display is associated with a user profile;

identify a display time at which the advertisement was displayed;

identify a location associated with the advertisement;

identify a current location of a device associated with the user profile;

identify a current time of the device;

determine whether the current location is the identified location associated with the advertisement;

determine whether a span of time between the current time and the identified display time of the advertisement is less than or equal to a threshold duration;

identify an acknowledgment of the advertisement associated with the user profile if the current location is the identified location associated with the advertisement and if the span of time is less than or equal to the threshold duration; and

determine the effectiveness of the advertisement based on the identified acknowledgment of the advertisement and a plurality of acknowledgements resulting from other presentations of the advertisement.

12. The system of claim 11, wherein the display time is a beginning time of a duration of display of the advertisement.

13. The system of claim 11, wherein the system is further caused to:

identify a type of the acknowledgment of the advertisement;

weight, using a predetermined weight, the acknowledgment based on the identified type of the acknowledgement of the advertisement; and

determine the effectiveness of the advertisement based on a total of weighted acknowledgments of the advertisement from a plurality of users.

14. The system of claim 13, wherein the system is further caused to:

determine the effectiveness of the advertisement based on a most heavily weighted acknowledgment of the advertisement received from each of a plurality of user profiles.

15. The system of claim 11, wherein the system is further caused to:

identify whether a purchase of a product associated with the user profile corresponds to the current location, and wherein the acknowledgment of the advertisement is identified if the purchase of the product is identified.

16. The system of claim 11, wherein the threshold duration is associated with the location associated with the advertisement.

17. The system of claim 11, wherein future frequency and display of the advertisement is based on the effectiveness of the advertisement.

18. A non-transitory machine-readable storage medium storing machine-executable instructions for causing a processor to perform a method for determining an effectiveness of an advertisement on a website, the method comprising:

providing the advertisement for display on the website, wherein the display is associated with a user profile;

identifying a display time at which the advertisement was displayed;

identifying a product associated with the advertisement;

identifying a purchase of a product associated with the user profile;

identifying a purchase time of the purchase of the product associated with the user profile;

determining whether the purchased product is the identified product associated with the advertisement;

determining whether a span of time between the purchase time and the identified display time of the advertisement is less than or equal to a threshold duration;

identifying the purchase as the acknowledgment of the advertisement if the purchased product is the identified product associated with the advertisement and the span of time is less than or equal to the threshold duration; and

determining the effectiveness of the advertisement based on the identified acknowledgment of the advertisement and a plurality of acknowledgements resulting from other presentations of the advertisement.

19. The non-transitory machine-readable storage medium of claim 18, wherein the display time is a beginning time of a duration of display of the advertisement.

20. The non-transitory machine-readable storage medium of claim 18, further comprising:

identifying a type of the acknowledgment of the advertisement;

weighting, using a predetermined weight, the acknowledgment based on the identified type of the acknowledgement of the advertisement; and

determining the effectiveness of the advertisement based on a total of weighted acknowledgments of the advertisement from a plurality of users.

21. The non-transitory machine-readable storage medium of claim 20, further comprising:

determining the effectiveness of the advertisement based on a most heavily weighted acknowledgment of the advertisement received from each of a plurality of user profiles.

22. The non-transitory machine-readable storage medium of claim 18, further comprising:

identifying whether the purchase of the product associated with the user profile is at a location associated with the advertisement, and wherein the acknowledgment of the advertisement is identified if the purchase of the product is at the identified location associated with the advertisement.

23. The non-transitory machine-readable storage medium of claim 18, wherein the threshold duration is associated with a product type associated with the advertisement.

24. The non-transitory machine-readable storage medium of claim 18, wherein future frequency and display of the advertisement is based on the effectiveness of the advertisement.

25. A computer-implemented method for determining an effectiveness of an advertisement on a website or a mobile device, the method comprising:

providing, using one or more computing devices, the advertisement for presentation on the website or the mobile device, wherein the presentation is associated with a user profile;

identifying, using one or more computing devices, a presentation time at which the advertisement was presented;

identifying, using one or more computing devices, a membership associated with the advertisement;

identifying, using one or more computing devices, a membership check-in associated with the user profile;

identifying, using one or more computing devices, a check-in time of the membership check-in;

determining, using one or more computing devices, whether the checked-in membership is the identified membership associated with the advertisement;

determining, using one or more computing devices, whether a span of time between the check-in time and the identified presentation time of the advertisement is less than or equal to a threshold duration;

identifying, using one or more computing devices, the membership check-in as an acknowledgment of the advertisement if the checked-in membership is the identified membership associated with the advertisement and the span of time is less than or equal to the threshold duration; and

determining, using one or more computing devices, the effectiveness of the advertisement based on the identified acknowledgment of the advertisement and a plurality of acknowledgements resulting from other presentations of the advertisement.