Estimating off-line advertising impressions

• US 8,386,311 B2
• Filed: 04/14/2008
• Issued: 02/26/2013
• Est. Priority Date: 04/13/2007
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Park, John B., Steelberg, Chad E., Steelberg, Ryan S., Ketchum, Russell K.
• Primary Examiner(s): RANKINS, WILLIAM E
• Application Number:
  US12/102,790
• Publication Number:
  US 20080255904A1
• Time in Patent Office: 1,779 Days
• Field of Search: 705/14.41, 705/14.4
• US Class Current: 705/14.41
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0205 Location or geographical consideration
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: H04H 60/31 Arrangements for monitoring the use made of the broadcast services

Abstract

A computer-implemented method for monitoring the effectiveness of advertisements broadcast is described. The method includes detecting that an advertisement has been aired by a broadcast station, monitoring a network for a duration subsequent to the airing of the advertisement for activity attributable to the airing of the advertisement, and developing a quantitative relationship between the activity and a number of listeners of the advertisement.

Claims

1. A computer-implemented method comprising:

detecting that an advertisement has been aired by a broadcast station;

monitoring a network for a duration subsequent to the airing of the advertisement;

detecting network activity including a quantity of impressions attributable to the airing of the advertisement;

determining

(a) a number of network searches related to content of the advertisement on the network within the duration, and

(b) a number of accesses of a network location related to the advertisement within the duration;

comparing the determined number of network searches and the number of accesses to the network location within the duration with a previous number of network searches related to the content and a previous number of accesses to the network location related to the content;

determining an increase in the number of network searches and the number of accesses to the network location within the duration over the previous number of network searches and the previous number of accesses;

attributing the increase to the airing of the advertisement;

converting the increase to the quantity of impressions attributable to the airing of the advertisement; and

developing, by a processor, a quantitative relationship between the network activity and the quantity of impressions attributable to the airing of the advertisement, and a number of listeners of the advertisement.

2. The method of claim 1 wherein the broadcast station comprises a radio or television station.

3. The method of claim 1 further comprising:

receiving

(a) information related to the advertisement, and

(b) information related to the broadcast station where the advertisement is aired.

4. The method of claim 3 wherein the information related to the advertisement comprises at least one of advertisement content and advertisement metadata.

5. The method of claim 4 wherein the advertisement metadata comprises at least a type of the advertisement content, a target audience, and preferred air times.

6. The method of claim 3 wherein the information related to the broadcast station comprises at least a theme of content aired at the broadcast station, time slots for presenting advertisements, schedule of content aired at the broadcast station, and a broadcast radius.

7. The method of claim 1 wherein monitoring the network for activity comprises:

monitoring content of a search query entered at a network location configured to enable searching the network for content, wherein the search query content is monitored for a match with content of the aired advertisement; and

monitoring access to a network location, the accessed network location including content relevant to the advertisement.

8. The method of claim 7 wherein an identifier pointing to the accessed network location is included in the advertisement content.

9. The method of claim 1 further comprising providing the quantity of impressions attributable to the airing of the advertisement to the advertiser.

10. The method of claim 1 further comprising providing the quantity of impressions attributable to the airing of the advertisement to the broadcast station.

11. The method of claim 1 wherein the network is the internet, and an impression is either a hit on a web page of a website on the internet that includes information about the advertisement or a search on the internet for information about the advertisement or both.

12. A system comprising:

a processor; and

a non-transitory computer-readable medium storing instructions executable by the processor to perform operations comprising;

detecting that an advertisement has been aired by a broadcast station;

monitoring a network for a duration subsequent to the airing of the advertisement;

detecting network activity including a quantity of impressions attributable to the airing of the advertisement;

determining

(a) a number of network searches related to content of the advertisement on the network within the duration, and

(b) a number of accesses of a network location related to the advertisement within the duration;

comparing the determined number of network searches and the number of accesses to the network location within the duration with a previous number of network searches related to the content and a previous number of accesses to the network location related to the content;

determining an increase in the number of network searches and the number of accesses to the network location within the duration over the previous number of network searches and the previous number of accesses;

attributing the increase to the airing of the advertisement;

converting the increase to the quantity of impressions attributable to the airing of the advertisement; and

developing a quantitative relationship between the network activity and the quantity of impressions attributable to the airing of the advertisement, and a number of listeners of the advertisement.

13. The system of claim 12 wherein the broadcast station comprises a radio or television station.

14. The system of claim 12, the operations further comprising:

receiving

(a) information related to the advertisement, and

(b) information related to the broadcast station where the advertisement is aired.

15. The system of claim 14 wherein the information related to the advertisement comprises at least one of advertisement content and advertisement metadata.

16. The system of claim 15 wherein the advertisement metadata comprises at least a type of the advertisement content, a target audience, and preferred air times.

17. The system of claim 14 wherein the information related to the broadcast station comprises at least a theme of content aired at the broadcast station, time slots for presenting advertisements, schedule of content aired at the broadcast station, and a broadcast radius.

18. The system of claim 12, the operations further comprising:

monitoring content of a search query entered at a network location configured to enable searching the network for content, wherein the search query content is monitored for a match with content of the aired advertisement; and

monitoring access to a network location, the accessed network location including content relevant to the advertisement.

19. The system of claim 18 wherein an identifier pointing to the accessed network location is included in the advertisement content.

20. The system of claim 12, the operations further comprising providing the quantity of impressions attributable to the airing of the advertisement to the advertiser.

21. The system of claim 12, the operations further comprising providing the quantity of impressions attributable to the airing of the advertisement to the broadcast station.

22. The system of claim 12 wherein the network is the internet, and an impression is either a hit on a web page of a website on the internet that includes information about the advertisement or a search on the internet for information about the advertisement or both.

23. A system comprising:

means for detecting that an advertisement has been aired by a broadcast station;

means for monitoring a network for a duration subsequent to the airing of the advertisement;

means for detecting network activity including a quantity of impressions attributable to the airing of the advertisement;

means for determining

(a) a number of network searches related to content of the advertisement on the network within the duration, and

(b) a number of accesses of a network location related to the advertisement within the duration;

means for comparing the determined number of network searches and the number of accesses to the network location within the duration with a previous number of network searches related to the content and a previous number of accesses to the network location related to the content;

means for determining an increase in the number of network searches and the number of accesses to the network location within the duration over the previous number of network searches and the previous number of accesses;

means for attributing the increase to the airing of the advertisement;

means for converting the increase to the quantity of impressions attributable to the airing of the advertisement; and

means for developing a quantitative relationship between the network activity and the quantity of impressions attributable to the airing of the advertisement, and a number of listeners of the advertisement.

24. The system of claim 23 wherein the broadcast station comprises a radio or television station.

25. The system of claim 23 further comprising:

means for receiving

(a) information related to the advertisement, and

(b) information related to the broadcast station where the advertisement is aired.

26. The system of claim 25 wherein the information related to the advertisement comprises at least one of advertisement content and advertisement metadata.

27. The system of claim 26 wherein the advertisement metadata comprises at least a type of the advertisement content, a target audience, and preferred air times.

28. The system of claim 25 wherein the information related to the broadcast station comprises at least a theme of content aired at the broadcast station, time slots for presenting advertisements, schedule of content aired at the broadcast station, and a broadcast radius.

29. The system of claim 23 wherein the means for monitoring the network for activity further comprises:

means for monitoring content of a search query entered at a network location configured to enable searching the network for content, wherein the search query content is monitored for a match with content of the aired advertisement; and

means for monitoring access to a network location, the accessed network location including content relevant to the advertisement.

30. The system of claim 29 wherein an identifier pointing to the accessed network location is included in the advertisement content.

31. The system of claim 23 further comprising means for providing the quantity of impressions attributable to the airing of the advertisement to the advertiser.

32. The system of claim 23 further comprising means for providing the quantity of impressions attributable to the airing of the advertisement to the broadcast station.

33. The system of claim 23 wherein the network is the internet, and an impression is either a hit on a web page of a website on the internet that includes information about the advertisement or a search on the internet for information about the advertisement or both.