Intracluster content management using neuro-response priming data

• US 8,209,224 B2
• Filed: 10/29/2009
• Issued: 06/26/2012
• Est. Priority Date: 10/29/2009
• Status: Active Grant

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Inventors: Pradeep, Anantha, Knight, Robert T., Gurumoorthy, Ramachandran
• Primary Examiner(s): Champagne, Donald L.
• Application Number:
  US12/608,696
• Publication Number:
  US 20110106621A1
• Time in Patent Office: 971 Days
• Field of Search: 705/14.42, 705/14.52
• US Class Current: 705/14.42
• CPC Class Codes: A61B 5/16 Devices for psychotechnics using teaching or educational appliances G09B1/00 - G09B7/00; Testing reaction times ; Devices for evaluating the psychological state
• CPC Class Codes: A61B 5/163 by tracking eye movement, gaze, or pupil change
• CPC Class Codes: A61B 5/377 using evoked responses
• CPC Class Codes: A61B 5/7207 of noise induced by motion artifacts
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0254 based on statistics

Abstract

A system uses neuro-response information to evaluate content within a cluster, such as commercials in a pod, advertisements in a frame, or products on a shelf, to determine priming characteristics associated with each pieces of content within the cluster. The priming characteristics and other data are combined to obtain blended attributes. The blended attributes are correlated with each piece of intracluster content to allow intelligent management including selection, arrangement, ordering, presentation, and/or scheduling of intracluster content. Intracluster content may also use priming characteristics associated with extracluster content to further improve management.

Claims

1. A method, comprising:

using a processor to determine priming characteristics associated with a plurality of intracluster advertisements, wherein the priming characteristics are determined by;

analyzing neuro-response data collected from a subject exposed to the plurality of intracluster advertisements;

measuring a subject resonance to the plurality of intracluster advertisements by obtaining target and distracter event related potential (ERP) measurements from the neuro-response data to determine differential measurements of ERP (DERP) time domain components at multiple regions of the brain;

basing the priming characteristics on the subject resonance;

selecting from the plurality of intracluster advertisements a first advertisement for placement in a first intracluster slot by using the priming characteristics; and

selecting from the plurality of intracluster advertisements a second advertisement for placement in a second intracluster slot by using the priming characteristics.

2. The method of claim 1, wherein the intracluster advertisements are commercials in a commercial pod.

3. The method of claim 1, wherein the intracluster advertisements are commercials on a page having a plurality of advertisements.

4. The method of claim 1 further comprising storing the priming characteristics in a priming repository system.

5. The method of claim 1 further comprising correlating one or more of the priming characteristics of one or more products and services of the advertisements to one or more intracluster slots.

6. The method of claim 1 further comprising analyzing the subject resonance by assessing attention, emotion and memory retention across multiple frequency bands.

7. The method of claim 6, wherein the multiple frequency bands include a theta frequency band, an alpha frequency band, a beta frequency band, a gamma frequency band or a high gamma frequency band.

8. A system, comprising:

a processor to determine a plurality of priming characteristics associated with a plurality of intracluster advertisements by analyzing neuro-response data collected from a subject exposed to the plurality of intracluster advertisements, and measuring a subject resonance to the plurality of intracluster advertisements by obtaining target and distracter event related potential (ERP) measurements from the neuro-response data to determine differential measurements of ERP (DERP) time domain components at multiple regions of the brain and by basing the priming characteristics on the subject resonance;

a priming repository to store the plurality of priming characteristics; and

an intracluster content manager to select from the plurality of intracluster advertisements a first advertisement for placement in a first intracluster slot by using the priming characteristics and select from the plurality of intracluster advertisements a second advertisement for placement in a second intracluster slot by using the priming characteristics.

9. The system of claim 8, wherein the intracluster advertisements are commercials in a commercial pod.

10. The system of claim 8, wherein the intracluster advertisements are commercials on a page having a plurality of advertisements.

11. The system of claim 8, wherein the processor is to correlate one or more of the priming characteristics of one or more products and services of the advertisements to one or more intracluster slots.

12. The system of claim 8, wherein the processor is to analyze the subject resonance by assessing attention, emotion and memory retention across multiple frequency bands.

13. The system of claim 12, wherein the multiple frequency bands include a theta frequency band, an alpha frequency band, a beta frequency band, a gamma frequency band or a high gamma frequency band.

14. A tangible computer readable medium, excluding propagating signals, the medium having instructions, which when executed cause a machine to at least:

determine priming characteristics associated with a plurality of intracluster advertisements by;

analyzing neuro-response data collected from a subject exposed to the plurality of intracluster advertisements;

measuring a subject resonance to the plurality of intracluster advertisements by obtaining target and distracter event related potential (ERP) measurements from the neuro-response data to determine differential measurements of ERP (DERP) time domain components at multiple regions of the brain; and

basing the priming characteristics on the subject resonance;

select from the plurality of intracluster advertisements a first advertisement for placement in a first intracluster slot by using the priming characteristics; and

select from the plurality of intracluster advertisements a second advertisement for placement in a second intracluster slot by using the priming characteristics.

15. The instructions of claim 14, wherein the intracluster advertisements are commercials in a commercial pod.

16. The instructions of claim 14, wherein the intracluster advertisements are commercials on a page having a plurality of advertisements.

17. The instructions of claim 14, wherein the instructions further cause a machine to store the priming characteristics in a priming repository system.

18. The instructions of claim 14, wherein the instructions further cause a machine to correlate one or more of the priming characteristics of one or more products and services of the advertisements to one or more intracluster slots.

19. The instructions of claim 14, wherein the instructions further cause a machine to analyze the subject resonance by assessing attention, emotion and memory retention across multiple frequency bands.

20. The instructions of claim 19, wherein the multiple frequency bands include a theta frequency band, an alpha frequency band, a beta frequency band, a gamma frequency band or a high gamma frequency band.