Advertisement exchange using neuro-response data

• US 8,335,715 B2
• Filed: 11/19/2009
• Issued: 12/18/2012
• Est. Priority Date: 11/19/2009
• 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:
  US12/622,292
• Publication Number:
  US 20110119129A1
• Time in Patent Office: 1,125 Days
• Field of Search: 705/14.41, 705/14.42, 705/14.52
• US Class Current: 705/14.41
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements

Abstract

An advertisement exchange determines characteristics associated with advertisement slots such as slots in a commercial pod, locations on a printed page, banners in a video, billboards, etc. Characteristics may include demographic information, advertisement type, and neuro-response characteristics such as priming, attention, engagement, and retention. Advertisement slots are matched with advertisements and may be selected, purchased, exchanged, and analyzed by advertisers, individuals, corporations, and firms. In some examples, bids and offers are made for advertisement slots based on advertisement slot characteristics. Advertisement slot characteristics may be changed in real-time as placement of advertisements in surrounding slots changes the characteristics of a particular slot.

Claims

1. A method, comprising:

receiving a plurality of advertisement slots;

determining advertisement slot characteristics including neuro-response characteristics for the plurality of advertisement slots by determining subject resonance measured by obtaining target and distracter event related potential (ERP) measurements to determine differential measurements of ERP time domain components at multiple regions of the brain (DERP);

associating the plurality of advertisement slots with the advertisement slot characteristics; and

matching a plurality of advertisement slots with the plurality of advertisements.

2. The method of claim 1, wherein the advertisement slot characteristics comprise one or more of a media type, a duration or a location.

3. The method of claim 1, wherein the neuro-response characteristics comprise priming characteristics.

4. The method of claim 3, wherein the priming characteristics correlate priming levels for a plurality of products and services to one or more of the advertisement slots.

5. The method of claim 1, wherein the neuro-response characteristics comprise one or more of retention, engagement, attention, or one or more priming levels.

6. The method of claim 1, wherein the advertisement slots are commercials in a commercial pod.

7. The method of claim 1, wherein the subject resonance is further measured by obtaining event related time-frequency analysis of the differential response to assess the attention, emotion and memory retention (DERPSPs) across multiple frequency bands.

8. The method of claim 7, wherein the multiple frequency bands comprise one or more of a theta band, an alpha band, a beta band, a gamma band or a high gamma band.

9. The method of claim 1 further comprising matching one or more offers from one or more advertisers to one or more of the plurality of advertisement slots.

10. The method of claim 9, wherein the offers correlate to an evaluation of the advertisement slots based on the advertisement slot characteristics.

11. A system, comprising:

an interface to receive a plurality of advertisement slots;

a neuro-response data collection device to determine neuro-response characteristics for the plurality of advertisement slots by determining subject resonance measured by obtaining target and distracter event related potential (ERP) measurements to determine differential measurements of ERP time domain components at multiple regions of the brain (DERP); and

a processor to

associate the plurality of advertisement slots with the advertisement slot characteristics including neuro-response characteristics; and

match the plurality of advertisement slots with a plurality of advertisements.

12. The system of claim 11, wherein the advertisement slot characteristics comprise one or more of a media type, a duration or a location.

13. The system of claim 11, wherein the neuro-response characteristics comprise priming characteristics.

14. The system of claim 13, wherein the priming characteristics correlate priming levels for a plurality of products and services to one or more of the advertisement slots.

15. The system of claim 11, wherein the neuro-response characteristics comprise one or more of retention, engagement, attention or one or more priming level.

16. The system of claim 11, wherein the advertisement slots are commercials in a commercial pod.

17. The system of claim 11, wherein the subject resonance is further measured by obtaining event related time-frequency analysis of the differential response to assess the attention, emotion and memory retention (DERPSPs) across multiple frequency bands.

18. A system, comprising:

means for receiving a plurality of advertisement slots;

means for determining advertisement slot characteristics including neuro-response characteristics for the plurality of advertisement slots by determining subject resonance measured by obtaining target and distracter event related potential (ERP) measurements to determine differential measurements of ERP time domain components at multiple regions of the brain (DERP);

means for associating the plurality of advertisement slots with the advertisement slot characteristics; and

means for matching the plurality of advertisement slots with a plurality of advertisements.