Method and system for comparing effects of audio-visual ads on internet searches

• US 8,374,913 B2
• Filed: 04/07/2008
• Issued: 02/12/2013
• Est. Priority Date: 04/07/2008
• Status: Expired due to Fees

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Bhavsar, Nirav
• Primary Examiner(s): Patel, Jagdish
• Assistant Examiner(s): HAMILTON, SARA CHANDLER
• Application Number:
  US12/099,042
• Publication Number:
  US 20090254415A1
• Time in Patent Office: 1,772 Days
• Field of Search: 705/14.4, 705/14.41, 705/114.43
• US Class Current: 705/14.4
• 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 30/0246 Traffic
• CPC Class Codes: G06Q 30/0256 User search

Abstract

A method and system are provided for comparing an effect of an audio-visual ad on Internet searches. In one example, the method includes receiving a keyword search related to the audio-visual ad and storing the keyword search in a keyword search database, extracting ad related keywords from digitized text of the audio-visual ad and storing the ad related keywords in an ad keyword database, comparing the ad keyword database to the keyword search database, wherein the comparing includes determining an ad effectiveness rank of the audio-visual ad, and storing the ad effectiveness rank of the audio-visual ad in an ad effectiveness database.

Claims

1. A method of determining an effect of an audio-visual advertisement, the method comprising:

delivering, over a network, the audio-visual advertisement to a user computer;

receiving a search query comprising one or more keywords submitted over the network by the user;

extracting advertisement keywords from digitized text corresponding to audio and video from the audio-visual advertisement; and

comparing, by a computer, the advertisement keywords to the one or more keywords from the search query by determining an advertisement effectiveness rank of the audio-visual advertisement, the advertisement effectiveness rank is based on common keywords between the advertisement keywords and the one or more keywords of the search query and a time difference between the delivering of the audio-visual advertisement to the user and the receiving of the search query from the user.

2. The method of claim 1, further comprising sharing the advertisement effectiveness rank with a creative agency.

3. The method of claim 1, wherein the audio-visual advertisement is one of:

a TV commercial;

a radio commercial;

or

an Internet visual advertisement.

4. The method of claim 1, wherein extracting the advertisement keywords from the digitized text is preceded by converting the audio-visual advertisement into digital text.

5. The method of claim 4, wherein converting the audio-visual advertisement comprises taking screen shots of key portions of the audio-visual advertisement.

6. The method of claim 4, wherein converting the audio-visual ad comprises performing speech recognition on an audio recording of the audio-visual ad.

7. The method of claim 4, wherein converting the audio-visual ad comprises performing optical character recognition on an image captured from the audio-visual ad.

8. The method of claim 1, wherein the comparing further includes determining trigger keywords.

9. The method of claim 1, wherein the search query is stored with at least one of a search timestamp, a search location and a click-through, wherein each advertisement keyword is stored with at least one of an advertisement timestamp and an advertisement location, and wherein the comparing further includes performing a statistical analysis based on at least one of locations, timestamps, and click-throughs.

10. The method of claim 9, wherein the statistical analysis further includes analyzing at least one of locations, timestamps and click-throughs to determine if there is a search spike associated with the audio-visual advertisement.

11. A system, comprising at least one processor and memory, for determining an effect of an audio-visual advertisement, the system comprising:

a module to deliver, over a network, the audio-visual advertisement to a user computer;

a module to receive a search query comprising one or more keywords submitted over the network by the user;

a module to extract advertisement keywords from digitized text corresponding to audio and video from the audio-visual advertisement; and

a module to compare, by the processor, the advertisement keywords to the one or more keywords from the search query by determining an advertisement effectiveness rank of the audio-visual advertisement, the advertisement effectiveness rank is based on common keywords between the advertisement keywords and the one or more keywords of the search query and a time difference between the delivering of the audio-visual advertisement to the user and the receiving of the search query from the user.

12. The system of claim 11, further comprising a module to share the advertisement effectiveness rank with a creative agency.

13. The system of claim 11, wherein the audio-visual advertisement is one of:

a TV commercial;

a radio commercial;

or

an Internet visual advertisement.

14. The system of claim 11, wherein the digitized text is created by converting the audio-visual advertisement into digital text by taking screen shots of key portions of the audio-visual advertisement.

15. The system of claim 14, wherein the digital text represents portions of the audio-visual advertisement.

16. The system of claim 14, wherein the digitizer is further configured to perform speech recognition on an audio recording of the audio-visual ad.

17. The system of claim 14, wherein the digitizer is further configured to perform optical character recognition on an image captured from the audio-visual ad.

18. The system of claim 11, wherein the comparing is further to determine trigger keywords.

19. The system of claim 11, further comprising:

an advertisement keyword database configured to store each search keyword with at least one of a search timestamp, a search location and a click-through, and further configured to store each advertisement keyword with at least one of an advertisement timestamp and an advertisement location, and wherein the comparing is further to perform a statistical analysis based on at least one of the search locations, the timestamps and the click-throughs.

20. The system of claim 19, wherein the comparing is further to analyze at least one of the search locations, the timestamps and the click-throughs to determine if there is a search spike.

21. A non-transitory computer readable medium carrying one or more instructions for determining an effect of an audio-visual advertisement, wherein the one or more instructions, when executed by one or more processors, causes the one or more processors to perform the steps of:

delivering, over a network, the audio-visual advertisement to a user computer;

receiving a search query comprising one or more keywords submitted over the network by the user;

extracting advertisement keywords from digitized text corresponding to audio and video from the audio-visual advertisement; and

comparing the advertisement keywords to the one or more keywords from the search query by determining an advertisement effectiveness rank of the audio-visual advertisement, the advertisement effectiveness rank is based on common keywords between the advertisement keywords and the one or more keywords of the search query and a time difference between the delivering of the audio-visual advertisement to the user and the receiving of the search query from the user.