Dynamic composite advertisements for distribution via computer networks

• US 20030023598A1
• Filed: 07/26/2001
• Published: 01/30/2003
• Est. Priority Date: 07/26/2001
• Status: Abandoned Application

• Current Assignee: International Business Machines Corporation
• Original Assignee: International Business Machines Corporation
• Inventors: Dutta, Rabindranath, Banerjee, Dwip N., Janakiraman, Janani
• Application Number:
  US09/915,838
• Publication Number:
  US 20030023598A1
• Time in Patent Office: Days
• US Class Current: 707/10
• 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 30/0253 During e-commerce, i.e. online transactions
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

According to demographic or other web site visitor characteristics, selection is made of two or more graphic images and/or web objects to be dynamically combined into a single composite advertisement to render a highly targeted advertisement message. This allows a smaller database of advertisement data objects to be maintained, while producing advertisements which more closely match a consumer'"'"'s characteristics. Further, effectiveness tracking of each combination allows for the system to self-optimize for the creation and delivery of the most effective advertisements.

Claims

1. A method for dynamically generating targeted electronic advertisements comprising the steps of:

providing two or more data object repositories, said data object repositories containing a plurality of data objects indexed to target audience characteristics;

selecting two or more data objects from said data object repositories based upon a given set of instant user characteristics;

producing a composite advertisement object by combining said selected data objects to render a single advertisement data object; and

providing for consumption said composite advertisement object to a to said instant user.

2. The method as set forth in claim 1 wherein said step of providing two or more data object repositories comprises providing a human model repository.

3. The method as set forth in claim 2 wherein said step of providing a human model repository is selected from the group consisting of providing a still graphic image repository, providing a video clip repository, and providing an audio clip repository.

4. The method as set forth in claim 1 wherein said step of providing two or more data object repositories comprises providing an advertising message repository.

5. The method as set forth in claim 4 wherein said step of providing an advertising message repository is selected from the group consisting of providing a still graphic image repository, providing a video clip repository, providing a web page repository, and providing an audio clip repository.

6. The method as set forth in claim 1 wherein said step of selecting two or more data objects from said data object repositories based upon a given set of instant user characteristics comprises selecting data objects based upon instant user demographic factors.

7. The method as set forth in claim 1 wherein said step of selecting two or more data objects from said data object repositories based upon a given set of instant user characteristics comprises selecting data objects based upon historical advertising effectiveness trend data.

8. The method as set forth in claim 1 wherein said step of producing a composite advertisement object is selected from the group consisting of overlaying one still graphic image data object over another, merging a video clip with an audio clip, and merging a plurality of video clips.

9. The method as set forth in claim 1 wherein said step of providing for consumption a composite advertisement object to an instant user is selected from the group consisting of transmitting said composite advertisement object over a computer network, displaying said composite advertisement, and playing said composite advertisement.

10. The method as set forth in claim 7 further comprising a step of updating said historical advertising effectiveness trend data according to subsequent instant user selection of options related to said composite advertisement object.

11. A computer readable medium encoded with software for dynamically generating targeted electronic advertisements comprising, said software when executed causing a computer to perform the steps of:

provide two or more data object repositories, said data object repositories containing a plurality of data objects indexed to target audience characteristics;

select two or more data objects from said data object repositories based upon a given set of instant user characteristics;

produce a composite advertisement object by combining said selected data objects to render a single advertisement data object; and

provide for consumption said composite advertisement object to a to said instant user.

12. The computer readable medium as set forth in claim 11 wherein said software for providing two or more data object repositories comprises software for providing a human model repository.

13. The computer readable medium as set forth in claim 12 wherein said software for providing a human model repository is adapted to provide repository objects selected from the group consisting of a graphic image, a video clip, and an audio clip.

14. The computer readable medium as set forth in claim 11 wherein said software for providing two or more data object repositories comprises providing an advertising message repository.

15. The computer readable medium as set forth in claim 14 wherein said software for providing an advertising message repository is adapted to provide repository objects selected from the group consisting of a still graphic image, a video clip, a web page, and an audio clip.

16. The computer readable medium as set forth in claim 11 wherein said software for selecting two or more data objects comprises software for selecting data objects based upon instant user demographic factors.

17. The computer readable medium as set forth in claim 11 wherein said software for selecting two or more data objects comprises software for selecting data objects based upon historical advertising effectiveness trend data.

18. The computer readable medium as set forth in claim 11 wherein said software for producing a composite advertisement object is adapted to perform a composite advertisement selected from the group consisting of a still graphic image overlaid on another still graphic image, a video clip merged with an audio clip, and a plurality of video clips merged together.

19. The computer readable medium as set forth in claim 11 wherein said software for providing for consumption a composite advertisement object to an instant user is adapted to use a method selected from the group consisting of transmitting said composite advertisement object over a computer network, displaying said composite advertisement, and playing said composite advertisement.

20. The computer readable medium as set forth in claim 17 further comprising software for updating said historical advertising effectiveness trend data according to subsequent instant user selection of options related to said composite advertisement object.

21. A system for dynamically generating targeted electronic advertisements comprising:

two or more data object repositories, said data object repositories containing a plurality of data objects indexed to target audience characteristics;

a data object selector for selecting two or more data objects from said data object repositories based upon a given set of instant user characteristics;

a composite advertisement object renderer for combining said selected data objects to render a single advertisement data object; and

a rendered composite advertisement object provided for consumption to a to said instant user.

22. The system as set forth in claim 21 wherein said data object repositories comprise a human model repository.

23. The system as set forth in claim 22 wherein said human model repository includes a data object selected from the group consisting of still graphic images, video clips, and audio clips.

24. The system as set forth in claim 21 wherein said data object repositories comprise an advertising message repository.

25. The system as set forth in claim 24 wherein said advertising message repository includes a data object selected from the group consisting of still graphic images, video clips, web pages, and audio clips.

26. The system as set forth in claim 21 wherein said data objects selector is adapted to select data objects from said data object repositories based upon instant user demographic factors.

27. The system as set forth in claim 21 wherein said data objects selector is adapted to select data objects based upon historical advertising effectiveness trend data.

28. The system as set forth in claim 21 wherein said composite advertisement object renderer is adapted to produce a composite advertisement object selected from the group consisting of two overlaid still graphic images, a merged video clip and audio clip, and a merged plurality of video clips.

29. The system as set forth in claim 21 further comprising a historical data updater for updating said historical advertising effectiveness trend data according to subsequent instant user selection of options related to said composite advertisement object.