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

• US 7,574,374 B2
• Filed: 03/16/2007
• Issued: 08/11/2009
• Est. Priority Date: 07/08/1999
• Status: Expired due to Term

• Current Assignee: Kantar LLC
• Original Assignee: Dynamiclogic Incorporated
• Inventors: Nyhan, Nicholas W., Aviv, Ronit
• Primary Examiner(s): Janvier; Jean D.
• Application Number:
  US11/687,322
• Publication Number:
  US 20070156532A1
• Time in Patent Office: 879 Days
• Field of Search: 705/1, 705/14, 705/26, 705/27, 707/102, 707/501, 709/217, 709/219
• 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 facilitating measuring effectiveness of advertisements displayed upon a computer for viewing by a user through on-line surveys, 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, wherein 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; and

an on-line survey provider that provides a survey to the user computer and evaluates survey responses in accordance with previous exposure to on-line advertisements indicated by contents of the repository.

2. The system of claim 1 wherein the information includes a time at which the advertisement is executed on the user computer.

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

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

5. The system of claim 1 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.

6. The system of claim 1 wherein the server includes an interface for receiving questions generated by a source of the on-line advertisement.

7. The system of claim 1 wherein the server includes an interface for receiving questions and selected demographic information in association with the on-line advertisement.