Content based selection and meta tagging of advertisement breaks

• US 8,392,255 B2
• Filed: 08/28/2008
• Issued: 03/05/2013
• Est. Priority Date: 08/29/2007
• 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): Colbert, Ella
• Assistant Examiner(s): Trotter, Scott S
• Application Number:
  US12/200,813
• Publication Number:
  US 20090062681A1
• Time in Patent Office: 1,650 Days
• Field of Search: 705/14.41, 705/14.66
• US Class Current: 705/14.42
• CPC Class Codes: A61B 3/113 for determining or recording eye movement
• CPC Class Codes: A61B 5/0533 Measuring galvanic skin response
• CPC Class Codes: A61B 5/163 by tracking eye movement, gaze, or pupil change
• CPC Class Codes: A61B 5/165 Evaluating the state of mind, e.g. depression, anxiety
• CPC Class Codes: A61B 5/316 Modalities, i.e. specific diagnostic methods
• CPC Class Codes: A61B 5/374 Detecting the frequency distribution of signals, e.g. detecting delta, theta, alpha, beta or gamma waves
• CPC Class Codes: A61B 5/378 Visual stimuli
• CPC Class Codes: A61B 5/4035 Evaluating the autonomic nervous system
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

A system evaluates stimulus materials such as videos, imagery, web pages, text, etc., in order to determine resonance and priming levels for various products and services at different temporal and spatial locations including advertisement breaks in the stimulus materials. The stimulus materials are tagged with resonance and priming level information to allow intelligent selection of suitable advertisement content for insertion at various locations in the stimulus materials. Response data such as survey data and/or neuro-response data including Event Related Potential (ERP), Electroencephalography (EEG), Galvanic Skin Response (GSR), Electrocardiograms (EKG), Electrooculography (EOG), eye tracking, and facial emotion encoding data may be used to determine resonance and priming levels.

Claims

1. A system, comprising:

a data collector to obtain electroencephalography data from a brain of a subject exposed to an advertisement;

a data analyzer comprising a processor configured to;

detect neuro-response data from the electroencephalography data, the neuro-response data representative of an interaction between a first frequency band of the electroencephalography data and a second frequency band of the electroencephalography data, the second frequency band being different than the first frequency band and occurring at a same time, the interaction between the first frequency band and the second frequency band being represented by a degree of phase synchrony corresponding to a repeating sequence of relative phase angles between a first pattern of oscillation in the first frequency band and a second pattern of oscillation in the second frequency band; and

identify one or more priming levels for one or more locations in a source material based on an attribute of the source material;

a resonance estimator to determine resonance to the advertisement based on the degree of synchrony; and

a selector to select a first one of the one or more locations for inclusion of the advertisement based on the resonance and the one or more priming levels.

2. The system of claim 1, wherein the resonance estimator is to determine the resonance based on the degree of synchrony combined with survey data.

3. The system of claim 1, wherein the data collector is to obtain event related potential measurements at multiple regions of the brain and the data analyzer is to determine differential measurements based on time domain components of the event related potential measurements.

4. The system of claim 1, wherein the data analyzer is to perform event related time-frequency analysis of the differential measurements to assess at least one of attention, emotion or memory retention across multiple frequency bands.

5. The system of claim 1, wherein the multiple frequency bands include two or more of a theta band, an alpha band, a beta band, a gamma band or a high gamma band.

6. The system of claim 1, wherein the attribute of the source material includes at least one of communication, concept, experience, message, images, audio, pricing or packaging.

7. The system of claim 1, wherein at least one of the locations is an advertising break in the source material.

8. The system of claim 1, wherein the data collector is to obtain one or more of pupillary dilation data, galvanic skin response data or electrocardiogram data and the data analyzer is to validate the neuro-response data with one or more of the pupillary dilation data, the galvanic skin response data or the electrocardiogram data.

9. The system of claim 1, wherein the neuro-response data includes one or more of central nervous system, autonomic nervous system data or effector data.

10. The system of claim 1, wherein the neuro-response data is representative of one or more of attention, emotion or memory retention.

11. A method comprising:

collecting electroencephalography data from a brain of a subject exposed to an advertisement;

determining neuro-response data from the electroencephalography data, the neuro-response data representative of interaction between a first frequency band and a second frequency band of the electroencephalography data, the second frequency band being different than the first frequency band and occurring at a same time, wherein the interaction between the first frequency band and the second frequency band represented by a degree of phase synchrony corresponding to a repeating sequence of relative phase angles between a first pattern of oscillation in the first frequency band and a second pattern of oscillation in the second frequency band;

determining, using a processor, resonance to the advertisement based on the degree of synchrony;

identifying one or more priming levels for one or more locations in a source material based on an attribute of the source material; and

selecting a first one of the one or more locations for inclusion of the advertisement based on the resonance and the one or more priming levels.

12. The method of claim 11, wherein determining the resonance further comprises determining the resonance based on survey data.

13. The method of claim 11 further comprising:

obtaining event related potential measurements at multiple regions of the brain; and

determining differential measurements based on time domain components of the event related potential measurements.

14. The method of claim 11 further comprising performing event related time-frequency analysis of the differential measurements to assess at least one of attention, emotion or memory retention across multiple frequency bands.

15. The method of claim 11, wherein the multiple frequency bands include two or more of a theta band, an alpha band, a beta band, a gamma band or a high gamma band.

16. The method of claim 11, wherein at least one of the locations is an advertising break in the source material.

17. The method of claim 11 further comprising:

obtaining one or more of pupillary dilation data, galvanic skin response data or electrocardiogram data; and

validating the neuro-response data with one or more of the pupillary dilation data, galvanic skin response data or electrocardiogram data.

18. The method of claim 11, wherein the neuro-response data includes one or more of central nervous system, autonomic nervous system data or effector data.

19. The method of claim 11, wherein the neuro-response data is representative of one or more of attention, emotion or memory retention.

20. A tangible machine readable storage device or disc comprising machine readable instructions thereon which, when read, cause a machine to at least:

generate neuro-response data from electroencephalography data collected from a brain of a subject exposed to an advertisement, the neuro-response data representative of interaction between a first frequency band and a second frequency band of the electroencephalography data, the second frequency band being different than the first frequency band and occurring at a same time, the interaction between the first frequency band and the second frequency band represented by a degree of phase synchrony corresponding to a repeating sequence of relative phase angles between a first pattern of oscillation in the first frequency band and a second pattern of oscillation in the second frequency band;

determine resonance to the advertisement based on the degree of synchrony;

identify one or more priming levels for one or more locations in a source material based on an attribute of the source material; and

select a first one of the one or more locations for inclusion of the advertisement based on the resonance and the one or more priming levels.

21. The machine readable device or disc of claim 20, wherein the instructions cause the machine to:

determine differential measurements based on time domain components of event related potential measurements at multiple regions of the brain.