System and method for evaluating and/or monitoring effectiveness of on-line advertising

• US 7,194,425 B2
• Filed: 02/07/2006
• Issued: 03/20/2007
• Est. Priority Date: 07/08/1999
• Status: Expired due to Fees

• Current Assignee: Kantar LLC
• Original Assignee: Dynamiclogic Incorporated
• Inventors: Aviv, Ronit, Nyhan, Nicholas W.
• Primary Examiner(s): Janvier; Jean D.
• Application Number:
  US11/348,717
• Publication Number:
  US 20060129457A1
• Time in Patent Office: 406 Days
• Field of Search: 705/14, 705/26, 705/27, 707/102, 707/501, 709/217, 709/219, 713/776
• US Class Current: 705/14.44
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0245 Surveys
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: Y10S 707/99943 Generating database or data structure, e.g. via user interface

Abstract

A system and a method for measuring and monitoring effectiveness of on-line advertising are provided. The system and method provide a code attached to, for example, an advertising banner of a company that may advertise goods and/or services of the company. The code provides a signal to a server when the banner is viewed on a computer of a user. Cookie data is transferred by the server to the computer of the user providing information related to viewing of the advertising banner. Surveys are further presented to users to obtain information related to the effectiveness of the advertising for both exposed users and control users.

Claims

1. A system for identifying an instance wherein an advertisement deliverable through an on-line network to a user computer has been executed for viewing by a user, the system comprising:

a code included within the advertisement, wherein the code facilitates generating a signal when the advertisement is executed on the user computer, and wherein the code facilitates providing information relating to execution of the advertisement; and

a server for receiving the signal from the user computer, and wherein the server generates a second signal in response to the signal, wherein the second signal includes information relating to execution of the advertisement on the user computer and, and wherein the information is stored by the user computer in a repository.

2. The system of claim 1 wherein the information includes a value corresponding to a time at which the advertisement was activated upon the computer for viewing by the user.

3. The system of claim 1 wherein the repository comprises a file.

4. The system of claim 3 wherein the file comprises a cookie.

5. The system of claim 1 wherein the information includes an identification of the advertisement and a time the user computer executed the advertisement.

6. A system for facilitating measuring effectiveness of advertisements displayed upon a computer for viewing by a user, the system comprising:

an on-line advertisement, issued by an advertising server, including a code embedded within executable instructions;

a user computer for receiving and executing the on-line advertisement including the code;

a server, separate and distinct from the advertising server, that supplies an indicator to the user computer for identifying an instance of the on-line advertisement being executed on the user computer; and

wherein the code initiates sending a signal to the server indicative of execution of the on-line advertisement, and the user computer includes a repository within which the indicator is stored, the indicator providing information associated with the on-line advertisement executed on the user computer.

7. The system of claim 6 wherein the information includes a time at which the advertisement is executed on the user computer.

8. The system of claim 6 wherein the repository is a file.

9. The system of claim 8 wherein the file is a cookie file.

10. The system of claim 6 further comprising a survey provided to the user computer.

11. The system of claim 10 wherein the survey provided to the user computer is generated based on a set of indicators stored within the repository corresponding to advertisements executed on the user computer.

12. The system of claim 11 wherein the survey requests user demographic information.

13. The system of claim 6 wherein the server maintains a plurality of categories for classifying advertisers.

14. The system of claim 6 wherein the server generates a survey accessible to a user of the user computer wherein results of a plurality of surveys answered by a plurality of users on a plurality of user computers facilitate computing effectiveness of the on-line advertisement.

15. The system of claim 6 wherein the server includes an interface for receiving questions generated by a source of the on-line advertisement.

16. The system of claim 6 wherein the server includes an interface for receiving questions and selected demographic information in association with the on-line advertisement.

17. A method for facilitating measuring effectiveness of an advertisement message issued by an advertising server and activated upon a user computer for viewing by a user, the method comprising the steps of:

providing the advertisement message through an on-line network accessible by the user computer;

including a code within the advertisement message for facilitating initiating sending a signal to a server, separate and distinct from the advertising server, when the advertisement message is executed upon the user computer for viewing by the user; and

storing information in the user computer provided by the server, to the user computer, in response to receiving the signal, wherein the information relates to execution of the advertisement message on the user computer.

18. The method of claim 17 further comprising the step of:

providing a survey to the user computer.

19. The method of claim 17 further comprising the step of:

providing, to the user computer, a survey including questions based on information stored on the user computer during the storing step.

20. The method of claim 17 further comprising the step of:

computing effectiveness of the advertisement message based on survey results obtained from users of user computers that executed the advertisement message and from users of user computers that did not execute the advertisement message.