SYSTEM AND METHOD FOR VIEWERSHIP VALIDATION BASED ON CROSS-DEVICE CONTEXTUAL INPUTS

• US 20150156544A1
• Filed: 02/06/2015
• Published: 06/04/2015
• Est. Priority Date: 04/01/2011
• Status: Active Application

• Current Assignee: Intel Corporation
• Original Assignee: Intel Corporation
• Inventors: YARVIS, Mark D., GARG, Sharad K.
• Application Number:
  US14/615,815
• Publication Number:
  US 20150156544A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: H04N 21/2353 specifically adapted to content descriptors, e.g. coding, compressing or processing of metadata
• CPC Class Codes: H04N 21/26283 for associating distribution time parameters to content, e.g. to generate electronic program guide data
• CPC Class Codes: H04N 21/422 Input-only peripherals , i.e. input devices connected to specially adapted client devices, e.g. global positioning system [GPS] input devices also receiving signals from specially adapted client devices H04N21/4104
• CPC Class Codes: H04N 21/44008 involving operations for analysing video streams, e.g. detecting features or characteristics in the video stream arrangements characterised by components specially adapted for monitoring, identification or recognition of video in broadcast systems H04H60/59
• CPC Class Codes: H04N 21/44218 Detecting physical presence or behaviour of the user, e.g. using sensors to detect if the user is leaving the room or changes his face expression during a TV program methods or arrangements for recognising human body or animal bodies or body parts G06V40/10; methods or arrangements for acquiring or recognising human faces, facial parts, facial sketches, facial expressions G06V40/16; methods or arrangements for recognising movements or behaviour G06V40/20; arrangements for identifying users in broadcast systems H04H60/45
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 21/8133 specifically related to the content, e.g. biography of the actors in a movie, detailed information about an article seen in a video program

Abstract

Systems and methods to identify a viewer'"'"'s reactions to an advertisement. A viewer'"'"'s personal computing platforms (e.g., personal computer, cell phone, etc.), for example, may be utilized to identify user actions. Actions identified through such devices may validate that an advertisement was viewed and acted upon. After an advertisement is presented, the viewer may take any of several actions. A viewer may browse for the advertised product, either online or in a physical store. The viewer may ultimately purchase the advertised product. The user may share information about the product with friends. The reaction of the viewer may be monitored, by capturing context data associated with activity performed using the viewer'"'"'s personal computing platforms for example. This data may then be correlated with metadata regarding the advertisement. If it is determined that the viewer investigated or purchased the product within a predefined time after being exposed to the advertisement, then this fact may be tallied anonymously. The number of such matches across a set of viewers may be recorded and reported to an audience measurement service. In an embodiment, such data may be sold to an advertiser.

Claims

1. A method, comprising:

displaying an advertisement to a consumer via a first device;

capturing context data of an action of the consumer that is a possible reaction of the consumer to the advertisement, wherein the advertisement references a subject, the subject representing the specific product or service advertised, and the context data identifies one or more of a time, place, and means of capturing the possible reaction, wherein the means of capturing the possible reaction involves usage of a second device;

comparing the context data with metadata of the advertisement, wherein the metadata includes information about the product or the service, wherein said comparing comprises determining whether the context data of the possible reaction of the consumer corresponds to the metadata of the advertisement, and wherein the comparing is performed by an inference/matching module executing on a programmable processor; and

upon determining that the context data of the possible reaction corresponds to the metadata of the advertisement, determining, by the inference/matching module, whether the possible reaction is a validated reaction to the advertisement.

2. The method of claim 1, wherein the first device is a television.

3. The method of claim 1, wherein the determining whether the possible reaction is a validated reaction includes:

maintaining a time interval that represents a duration of time after the advertisement is presented; and

upon determining, based on the context data, that the possible reaction occurs online and within the time interval, confirming that the possible reaction is a validated reaction to the advertisement.

4. The method of claim 1, wherein the determining whether the possible reaction is a validated reaction includes:

maintaining a time interval that represents a duration of time after the advertisement is presented; and

upon determining, based on the context data, that the possible reaction occurs at a physical store and within the time interval, confirming that the possible reaction is a validated reaction to the advertisement.

5. The method of claim 1, wherein the determining whether the possible reaction is a validated reaction includes:

maintaining a first time interval and a second time interval, wherein the first and second time intervals each represent a duration of time after the advertisement is presented, and wherein the second time interval exceeds the first time interval;

upon determining, based on the context data, that the possible reaction occurs online and within the first time interval, confirming that the possible reaction is a validated reaction to the advertisement; and

upon determining, based on the context data, that the possible reaction occurs at a physical store and within the second time interval, confirming that the possible reaction is a validated reaction to the advertisement.

6. The method of claim 1, further comprising:

recording a number of validated reactions to the advertisement; and

reporting the number of validated reactions to an audience measurement service.

7. The method of claim 1, wherein

the action comprises browsing online for the subject of the advertisement, and

the context data comprises the time at which the browsing took place and the product, service, or company targeted by the browsing.

8. The method of claim 1, wherein

the action comprises online purchasing of the subject of the advertisement, and

the context data comprises the time at which the purchase took place, and the product or service purchased.

9. The method of claim 1, wherein

the action comprises one of

visiting a physical store that sells the subject of the advertisement,

scanning a barcode on a product that is the subject of the advertisement, or

purchasing the product, and

the context data comprises the time and physical location at which the visit took place, and the product targeted by the visit.

10. The method of claim 1, wherein

the action comprises sending an electronic message regarding the product or service to another person, and

the context data comprises the time at which the electronic message is sent.

11. The method of claim 1, wherein the context data includes cost information for the product or service, and wherein the determining whether the possible reaction is a validated reaction to the advertisement is further based on the cost information and the amount of time after the advertisement was presented that the possible reaction occurred.

12. A computer program product including a non-transitory computer readable medium having computer program logic stored therein, the computer program logic comprising:

logic to cause a processor to store context data of an action of a consumer that is a possible reaction of the consumer to an advertisement presented to the consumer on a first device, wherein the advertisement references a subject, the subject representing the specific product or service advertised, and the context data identifies one or more of a time, place, and means of capturing the possible reaction, wherein the means of capturing the possible reaction involves usage of a second device;

logic to cause the processor to compare the context data with metadata of the advertisement to search for a correspondence between the context data and the metadata, wherein the metadata includes information about the product or the service; and

logic to cause the processor to, upon determining that a correspondence is found between the context data and the metadata, determine whether the possible reaction is a validated reaction to the advertisement.

13. The computer program product of claim 12, wherein the first device is a television.

14. The computer program product of claim 12, wherein the logic to cause the processor to determine whether the possible reaction is a validated reaction includes:

logic to cause the processor to maintain a time interval that represents a duration of time after the advertisement is presented; and

logic to cause the processor to, upon determining, based on the context data, that the possible reaction occurs online and within the time interval, confirm that the possible reaction is a validated reaction to the advertisement.

15. The computer program product of claim 12, wherein the logic to cause the processor to determine whether the possible reaction is a validated reaction includes:

logic to cause the processor to maintain a time interval that represents a duration of time after the advertisement is presented; and

logic to cause the processor to, upon determining, based on the context data, that the possible reaction occurs at a physical store and within the time interval, confirm that the possible reaction is a validated reaction to the advertisement.

16. The computer program product of claim 12, wherein the logic to cause the processor to determine whether the possible reaction is a validated reaction includes:

logic to cause the processor to maintain a first time interval and a second time interval, wherein the first and second time intervals each represent a duration of time after the advertisement is presented, and wherein the second time interval exceeds the first time interval;

logic to cause the processor to, upon determining, based on the context data, that the possible reaction occurs online and within the first time interval, confirm that the possible reaction is a validated reaction to the advertisement; and

logic to cause the processor to, upon determining, based on the context data, that the possible reaction occurs at a physical store and within the second time interval, confirm that the possible reaction is a validated reaction to the advertisement.

17. The computer program product of claim 12, wherein the context data includes cost information for the product or service, and wherein the logic to cause the processor to determine whether the possible reaction is a validated reaction to the advertisement includes logic to cause the processor to determine whether the possible reaction is a validated reaction based on the cost information and the amount of time after the advertisement was presented that the possible reaction occurred.

18. A system, comprising:

a processor; and

a memory in communication with said processor, wherein said memory stores a plurality of processing instructions configured to direct said processor to

store context data of an action of a consumer that is a possible reaction of the consumer to an advertisement presented to the consumer on a first device, wherein the advertisement references a subject, the subject representing the specific product or service advertised, and the context data identifies one or more of a time, place, and means of capturing the possible reaction, wherein the means of capturing the possible reaction involves usage of a second device;

compare the context data with metadata of the advertisement to search for a correspondence between the context data and the metadata, wherein the metadata includes information about the product or the service; and

upon determining that correspondence between the context data and the metadata is found, determine whether the possible reaction is a validated reaction to the advertisement.

19. The system of claim 18, wherein the first device is a television.

20. The system of claim 18, wherein the determining whether the possible reaction is a validated reaction includes:

maintaining a time interval that represents a duration of time after the advertisement is presented; and

upon determining, based on the context data, that the possible reaction occurs online and within the time interval, confirming that the possible reaction is a validated reaction to the advertisement.

21. The system of claim 18, wherein the determining whether the possible reaction is a validated reaction includes:

maintaining a time interval that represents a duration of time after the advertisement is presented; and

upon determining, based on the context data, that the possible reaction occurs at a physical store and within the time interval, confirming that the possible reaction is a validated reaction to the advertisement.

22. The system of claim 18, wherein the determining whether the possible reaction is a validated reaction includes:

maintaining a first time interval and a second time interval, wherein the first and second time intervals each represent a duration of time after the advertisement is presented, and wherein the second time interval exceeds the first time interval;

upon determining, based on the context data, that the possible reaction occurs online and within the first time interval, confirming that the possible reaction is a validated reaction to the advertisement; and

upon determining, based on the context data, that the possible reaction occurs at a physical store and within the second time interval, confirming that the possible reaction is a validated reaction to the advertisement.

23. The system of claim 18, wherein the context data includes cost information for the product or service, and wherein the determining whether the possible reaction is a validated reaction to the advertisement is further based on the cost information and the amount of time after the advertisement was presented that the possible reaction occurred.

24. A method, comprising:

displaying an advertisement to a consumer via a television;

capturing context data of an action of the consumer that is a possible reaction of the consumer to the advertisement, wherein the advertisement references a subject, the subject representing the specific product or service advertised, and the context data identifies one or more of a time, place, and means of capturing the possible reaction, wherein the means of capturing the possible reaction involves usage of a device other than the television;

comparing the context data with metadata of the advertisement, wherein the metadata includes information about the product or the service, wherein said comparing comprises determining whether the context data of the possible reaction of the consumer corresponds to the metadata of the advertisement, and wherein the comparing is performed by an inference/matching module executing on a programmable processor; and

upon determining that the context data of the possible reaction corresponds to the metadata of the advertisement, determining, by the inference/matching module, whether the possible reaction is a validated reaction to the advertisement by

maintaining a first time interval and a second time interval, wherein the first and second time intervals each represent a duration of time after the advertisement is presented, and wherein the second time interval exceeds the first time interval;

upon determining, based on the context data, that the possible reaction occurs online and within the first time interval, confirming that the possible reaction is a validated reaction to the advertisement; and

upon determining, based on the context data, that the possible reaction occurs at a physical store and within the second time interval, confirming that the possible reaction is a validated reaction to the advertisement.