Returning a personalized advertisement

• US 9,582,805 B2
• Filed: 12/11/2007
• Issued: 02/28/2017
• Est. Priority Date: 10/24/2007
• Status: Active Grant

• Current Assignee: The Invention Science Fund I, L.L.C. (Intellectual Ventures LLC)
• Original Assignee: The Invention Science Fund I, L.L.C. (Intellectual Ventures LLC)
• Inventors: Jung, Edward K.Y., Levien, Royce A., Lord, Robert W., Malamud, Mark A., Rinaldo, John D. Jr.
• Primary Examiner(s): Sittner, Matthew T
• Application Number:
  US12/001,759
• Publication Number:
  US 20090112656A1
• Time in Patent Office: 3,367 Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0203 Market surveys; Market polls

Abstract

Provided embodiments include a device, apparatus, system, computer program product, and method. A provided method includes receiving from a requestor device a marketing impact information indicative of a physiological response by a person to a general advertisement. The method also includes acquiring an indication of a characteristic of the general advertisement. The method further includes initiating a selection of a targeted-advertisement by an advertising rule responsive to at least the characteristic of the general advertisement and the marketing impact information. The method also includes returning an indication of the targeted-advertisement. The method may include analyzing the marketing impact information for an indication of a reaction by the person to the general advertisement.

Claims

1. A method executed on a hardware-containing system comprising:

receiving from a requestor device at least one indication of a physiological response by a person to a general advertisement displayed on a billboard or a poster, the at least one indication indicative of a marketing impact on the person;

acquiring an indication of a characteristic of the general advertisement displayed on the billboard or the poster including at least;

capturing, by a camera, an image of the general advertisement displayed on the billboard or the poster;

determining at least one content attribute of the captured image of the general advertisement by analysis of the image; and

characterizing the at least one content attribute of the captured image of the general advertisement;

initiating a selection of a targeted-advertisement based at least partially on the characteristic of the general advertisement and the at least one indication of the physiological response by the person to the general advertisement; and

returning an indication of the targeted-advertisement, wherein at least one of the acquiring or the initiating are performed by an electronic device.

2. The method of claim 1, wherein the receiving from a requestor device at least one indication of a physiological response by a person to a general advertisement further includes:

receiving from a requestor device at least one indication of a physiological response by a person to a general advertisement displayed on a billboard or a poster, wherein the physiological response includes at least one of an eye gaze direction, an eye movement, eye dwell time, a movement of an eyelid, an eye blink, a pupil dilation, a lip movement, a brain wave, a heart rate, a respiration rate, or a voice quality response.

3. The method of claim 1, wherein the receiving from a requestor device at least one indication of a physiological response by a person to a general advertisement further includes:

at least one of;

obtaining at least one indication of a physiological response by a person to a general advertisement displayed on a billboard or a poster and based at least in part on data produced by a wearable/mountable sensor coupled to the person;

receiving from a requestor device at least one indication of a physiological response by a person to a general advertisement displayed on a billboard or a poster based at least in part on data produced by a sensor that is worn by the person;

or

receiving from a requestor device at least one indication of a physiological response by a person to a general advertisement displayed on a billboard or a poster based at least in part on data produced by a cell phone that is held by the person.

4. The method of claim 1, wherein the receiving from a requestor device at least one indication of a physiological response by a person to a general advertisement further includes:

receiving from a requestor device at least one indication of a physiological response by a person to a general advertisement displayed on a billboard or a poster and a request for a targeted-advertisement that is more specific or personalized to the person than the general advertisement displayed on the billboard or the poster.

5. The method of claim 1, wherein the receiving from a requestor device at least one indication of a physiological response by a person to a general advertisement further includes:

receiving from a requestor device at least one of a raw, partially transformed, or transformed at least one indication of a physiological response by a person to a general advertisement displayed on a billboard or a poster.

6. The method of claim 1, wherein the acquiring an indication of a characteristic of the general advertisement includes:

capturing, by a camera, an image of the general advertisement displayed on the billboard or the poster;

determining at least one content attribute of the general advertisement by analysis of the image; and

characterizing the at least one content attribute of the general advertisement displayed on the billboard or the poster including characterization of at least one of content, subject matter, dialog, cultural, ethnic, linguistic, visual, verbal, sexual, price range, local, global, or brand characteristic.

7. The method of claim 1, wherein the initiating a selection of a targeted-advertisement based at least partially on the characteristic of the general advertisement and the marketing impact information further includes:

initiating a selection of a targeted-advertisement by a computer-implemented algorithm responsive to at least an indication of expression by the person in response to the characteristic of the general advertisement and the at least one indication of the physiological response by the person to the general advertisement.

8. The method of claim 1, wherein the returning an indication of the targeted-advertisement further includes:

returning an indication of the targeted-advertisement to at least one of the requestor device, an advertisement server, or to another device.

9. The method of claim 1, further comprising:

analyzing the physiological response by the person for an indication of a reaction by the person to the general advertisement.

10. An electronic device comprising:

at least one processing unit including at least;

an advertising services circuit operable to receive from a requestor device at least one indication of a physiological response by a person to a general advertisement displayed on a billboard or a poster, the at least one indication indicative of a marketing impact on the person;

an attribute circuit operable to obtain an indication of a characteristic of the general advertisement displayed on the billboard or the poster including at least;

a camera operable for capturing an image of the general advertisement displayed on the billboard or the poster;

circuitry configured for determining at least one content attribute of the captured image of the general advertisement by analysis of the image; and

circuitry configured for characterizing the at least one content attribute of the captured image of the general advertisement;

a targeted-advertising selection engine operable to select a targeted-advertisement based least partially on the indication of a characteristic of the general advertisement and the at least one indication of the physiological response by the person to the general advertisement; and

a reply circuit operable to return an indication of the targeted-advertisement.

11. The electronic device of claim 10, further comprising:

a digital storage device operable to save data indicative of the targeted-advertisement.

12. The electronic device of claim 10, wherein the advertising services circuit further includes:

an advertising services circuit operable to receive from a requestor device at least one indication based at least in part on data produced by a sensor coupled to the person and indicative of a physiological response indicative of a marketing impact on a person to a general advertisement displayed on a billboard or a poster, wherein the physiological response includes at least one of an eye gaze direction, an eye movement, eye dwell time, a movement of an eyelid, an eye blink, a pupil dilation, a lip movement, a brain wave, a heart rate, a respiration rate, or a voice quality response.

13. The electronic device of claim 10, wherein the advertising services circuit further includes:

at least one of;

an advertising services circuit operable to receive at least one indication based at least in part on data produced by a wearable/mountable electronic brain wave sensor coupled to the person and indicative of a physiological response by a person to a general advertisement displayed on a billboard or a poster;

or

an advertising services circuit operable to receive at least one indication based at least in part on data produced by a wearable/mountable sensor coupled to the person and indicative of a physiological response by a person to a general advertisement displayed on a billboard or a poster;

or

an advertising services circuit operable to receive at least one indication of a physiological response by a person to a general advertisement displayed on a billboard or a poster based at least in part on data produced by a cell phone that is held by the person.

14. The electronic device of claim 10, wherein the advertising services circuit further includes:

an advertising services circuit operable to receive at least one indication of a physiological response by a person to a general advertisement, and to transform the at least one indication to include an indication of a reaction by the person to the general advertisement.

15. The electronic device of claim 10, wherein the attribute circuit includes:

a camera operable for capturing an image of the general advertisement displayed on the billboard or the poster;

circuitry configured for determining at least one content attribute of the captured image of the general advertisement by analysis of the image; and

circuitry configured for characterizing the at least one content attribute of the captured image of the general advertisement into classes including at least one of content, subject matter, dialog, cultural, ethnic, linguistic, visual, verbal, sexual, price range, local, global, or brand characteristic.

16. The electronic device of claim 10, wherein the attribute circuit further includes:

a camera operable for capturing an image of the general advertisement displayed on the billboard or the poster, wherein the image includes at least one of text, logo, photograph, picture, classified ad, graphic information, static image, placement ad, search advertising, contextual advertising, commercial message, map ad;

or a static advertisement;

circuitry configured for determining at least one content attribute of the captured image of the general advertisement by analysis of the image; and

circuitry configured for characterizing the at least one content attribute of the captured image of the general advertisement.

17. The electronic device of claim 10, wherein the reply circuit further includes:

a reply circuit operable to return an indication of the targeted-advertisement to the requestor device.

18. The electronic device of claim 10, wherein the reply circuit further includes:

a reply circuit operable to return an indication of the targeted-advertisement to an advertising server.

19. The electronic device of claim 10 wherein the at least one processing unit further comprises:

a response sensor apparatus operable to acquire data indicative of a physiological response by a person to a general advertisement including at least one static advertisement distinct from the electronic device; and

a characterization circuit operable to characterize the at least one static advertisement and determine at least one characteristic of the general advertisement based at least in part on the characterization of the at least one static advertisement.

20. The electronic device of claim 10 wherein the attribute circuit further includes:

an analytic circuit operable to determine at least one content attribute of the general advertisement displayed on the billboard or the poster by analysis of the image.

21. The electronic device of claim 10 wherein the attribute circuit further includes:

an analytic circuit operable to determine at least one content attribute of the general advertisement displayed on the billboard or the poster by analysis of the image, the at least one content attribute including at least one of a manufacturer of a product, a color of the product, a model of the product, a style of the product, a category, a tag, a subject, a color, a texture, or a theme attribute indicated in the static advertisement.

22. The electronic device of claim 10 wherein the attribute circuit further includes:

a style analytic circuit operable to determine at least one content attribute of the general advertisement displayed on the billboard or the poster by analysis of the image, the at least one content attribute including at least one of a manufacturer of a product, a color of the product, a model of the product, a style of the product, a category, a tag, a subject, a color, a texture, or a theme attribute indicated in the billboard or the poster.

23. The electronic device of claim 10 wherein the attribute circuit further includes:

a sub-hierarchy analytic circuit operable to determine at least one content attribute of the general advertisement displayed on the billboard or the poster including at least one of a subset, a drilldown, or a step-down in hierarchy.

24. The electronic device of claim 10 wherein the targeted-advertising selection engine comprises:

a query circuit operable to facilitate a search for a focused content using a search parameter corresponding to at least one content attribute of the general advertisement displayed on the billboard or the poster.

25. The electronic device of claim 10 wherein the attribute circuit further includes:

an analytic circuit operable to determine at least one content attribute of the general advertisement displayed on the billboard or the poster by analysis of the image, the at least one content attribute including at least one of content, subject matter, dialog, cultural, ethnic, linguistic, visual, verbal, sexual, price range, local, global, or brand characteristic.

26. The electronic device of claim 10 wherein the attribute circuit further includes:

an analytic circuit operable to determine the indication of at least one content attribute of the general advertisement displayed on the billboard or the poster by analysis of the image, the indication of the at least one content attribute including at least one of content, subject matter, dialog, cultural, ethnic, linguistic, visual, verbal, sexual, price range, local, global, or brand characteristic.

27. The electronic device of claim 10 wherein the targeted-advertising selection engine comprises:

a query circuit operable to facilitate a search via a Web search engine with tools to search through Web sites, images, videos, news, and other categories at least one of a Web database or a Web index for at least one targeted-advertisement corresponding to an indication of expression by the person as the physiological response by the person to the general advertisement displayed on the billboard on the poster; and

select the targeted-advertisement from a result of the search.

28. The electronic device of claim 10 wherein the advertising services circuit further includes:

an advertising services circuit operable to receive from a requestor device at least one indication of a physiological response by a person to the general advertisement displayed on a billboard or a poster and based at least in part on data not directly inputted by the person using a user direct-input device.

29. The electronic device of claim 10 wherein the targeted-advertising selection engine comprises:

a query circuit operable to initiate a selection of a targeted-advertisement including determining a content attribute of the targeted-advertisement that is a sub-category of the common contextual attribute of the general advertisement displayed on the billboard or the poster.

30. The electronic device of claim 10 wherein the targeted-advertising selection engine comprises:

a query circuit operable to initiate a selection of a targeted-advertisement including at least performing a search for the targeted-advertisement using a search parameter corresponding to data indicative of a physiological response of the person to the general advertisement and to a contextual attribute common to the general advertisement displayed on the billboard or the poster and the targeted-advertisement.

31. The electronic device of claim 10 wherein the targeted-advertising selection engine comprises:

a query circuit operable to initiate a selection of a targeted-advertisement including at least performing a search using one or more search parameters corresponding to one or more of duration of the person'"'"'s gaze or the person'"'"'s electrical brain wave response to the general advertisement displayed on the billboard or the poster.

32. The electronic device of claim 10 wherein the targeted-advertising selection engine comprises:

a query circuit operable to initiate a Web search using a Web search engine including at least one of a product search, a service search, a sporting result search, a news search, a restaurant search, a movie search, or a car repair search.

33. The electronic device of claim 10 wherein the targeted-advertising selection engine comprises:

a query circuit operable to initiate a selection of a targeted-advertisement using at least one search term corresponding to at least the characteristic of the general advertisement displayed on the billboard or the poster, the at least one indication of the physiological response by the person to the general advertisement, and a historical Internet-related behavior of the person.

34. The electronic system of claim 10 wherein the attribute circuit further includes:

an analytic circuit operable to obtain at least one static advertisement via a network communication and perform at least one analytical operation including one or more of machine learning or analysis of the image to determine at least one content attribute of the at least one static advertisement.

35. The electronic system of claim 10 wherein the attribute circuit further includes:

at least one sensor operable to acquire optically based observation data of the person; and

an analytic circuit operable to perform at least one analytical operation including one or more of machine learning or analysis of the image to determine at least one content attribute of at least one static advertisement.

36. The electronic system of claim 10, further comprising:

a wireless link operable to receive an audio-visual transmission including at least one product placement embedded in audio-visual content; and

a response sensor apparatus operable to acquire data indicative of a physiological response by the person to an electronically-displayed general advertisement including the at least one product placement embedded in audio-visual content.

37. The electronic system of claim 10, further comprising:

a wireless receiver operable to receive a cell phone transmission including at least one picture sent by a remote person to the person; and

a response sensor apparatus operable to acquire data indicative of physiological response by the person to an electronically-displayed a general advertisement including the at least one picture sent by a remote person to the person.

38. The electronic system of claim 10, further comprising:

a camera operable to capture an image of at least one of the billboard or the poster; and

a response sensor apparatus operable to acquire data indicative of a physiological response by the person to the general advertisement including the image of at least one of the billboard or the poster.

39. A computer program product comprising:

one or more program instructions operable to perform a process in a computing device, the process including at least;

receiving from a requestor device at least one indication of a physiological response by a person to a general advertisement displayed on a billboard or a poster, the at least one indication indicative of a marketing impact on the person;

acquiring an indication of a characteristic of the general advertisement displayed on the billboard or the poster including at least;

capturing, by a camera, an image of the general advertisement displayed on the billboard or the poster;

determining at least one content attribute of the captured image of the general advertisement by analysis of the image; and

characterizing the at least one content attribute of the captured image of the general advertisement;

initiating a selection of a targeted-advertisement by an advertising rule responsive to at least the characteristic of the general advertisement and the marketing impact information at least one indication of the physiological response by the person to the general advertisement; and

returning an indication of the targeted-advertisement; and

a non-transitory computer-readable storage medium bearing the program instructions.

40. An electronic device comprising:

means for receiving from a requestor device at least one indication of a physiological response by a person to a general advertisement displayed on a billboard or a poster, the at least one indication indicative of a marketing impact on the person;

means for acquiring an indication of a characteristic of the general advertisement displayed on the billboard or the poster including at least;

means for capturing an image of the general advertisement displayed on the billboard or the poster;

means for determining at least one content attribute of the captured image of the general advertisement by analysis of the image; and

means for characterizing the at least one content attribute of the captured image of the general advertisement;

means for initiating a selection of a targeted-advertisement based at least partially on the characteristic of the general advertisement and the at least one indication of the physiological response by the person to the general advertisement; and

means for returning an indication of the targeted-advertisement, and wherein at least one of the means for acquiring or initiating is at least partially implemented using hardware.