PLATFORM FOR MOBILE ADVERTISING AND PERSISTENT MICROTARGETING OF PROMOTIONS

• US 20090199107A1
• Filed: 01/28/2009
• Published: 08/06/2009
• Est. Priority Date: 02/01/2008
• Status: Active Grant

• Current Assignee: Qualcomm, Inc.
• Original Assignee: Qualcomm, Inc.
• Inventors: MANDYAM, Giridhar D., LEWIS, Robert C.
• Granted Patent: US 9,959,547 B2
• Time in Patent Office: Days
• US Class Current: 715/745
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0271 Personalized advertisement
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: H04N 1/00509 Personalising for a particular user or group of users, e.g. a workgroup or company

Abstract

An end-to-end mobile advertising system characterizes user behavior (e.g., location, interaction with advertisements on a mobile communication device, etc.) in order to select micro-targeted advertisements. A marketplace platform handles the formatting required for presentation suitable for mobile communication devices in accordance with negotiated tags for a desired audience (“reach”), for a suitable number of presentations (“frequency”) and for an effective duration (“time”) within a particular scheduled window. Effectiveness is gauged even in the instance of impression advertisements by monitoring user location and/or interaction with the communication device to see a change in behavior (e.g., whether goes to a location of a competitor or advertiser, calls the advertiser, clips the advertisement, etc.). This effectiveness is further tracked across applications and/or platforms to capture reach, frequency, and duration of a particular advertising campaign for a user. The marketplace platform secures user identification for privacy reasons from advertising entities that provide the advertisements.

Claims

1. A method for presenting advertisement content on a client device, comprising:

monitoring user interaction with a client device to determine an opportunity to present an advertisement within a first computing environment;

presenting a selected advertisement to the user on the client device while tracking an exposure metric; and

monitoring user interaction with a client device to determine another opportunity to present the selected advertisement to the user within a second computing environment while tracking the exposure metric to satisfy an advertising target.

2. The method of claim 1, further comprising:

monitoring user interaction within the first computing environment of an application presented on a user interface of the first client device; and

monitoring user interaction within the second computing environment of another application presented on the user interface of the first client device.

3. The method of claim 2, further comprising:

monitoring user interaction with the first computing environment of a selected one of a group consisting of a browser screen, a wireless device menu screen, and a game console screen; and

monitoring user interaction with the second computing environment of another one of the group.

4. The method of claim 1, further comprising:

monitoring user interaction within the first computing environment of an application presented on a user interface of the first client device; and

monitoring user interaction within the second computing environment of another application presented on a user interface of a second client device.

5. The method of claim 4, further comprising:

sensing a geographic location of the first client device comprising a mobile communication device; and

determining physical proximity of the first client device to the second client device.

6. The method of claim 1, further comprising tracking the exposure metric to satisfy an advertising target defined by a count of times presented.

7. The method of claim 1, further comprising tracking the exposure metric to satisfy an advertising target defined by a duration of time.

8. The method of claim 7, further comprising tracking the exposure metric to satisfy an advertising target defined both by the duration of time and a count of times presented.

9. The method of claim 1, further comprising:

collecting sensed behavior data of the user client device for characterizing the user;

receiving the advertisement for presentation selected based upon the characterization of the user; and

correlating and reporting a user response proximate in time to presentation of the advertisement to indicate effectiveness.

10. The method of claim 9, further comprising characterizing the user by correlating a location of the client device with a location of a business associated with the advertisement.

11. The method of claim 1, wherein monitoring user interaction comprises detecting recent user control input to a user interface of the client device.

12. The method of claim 1, further comprising correlating and reporting a user response proximate in time to presentation of the advertisement to indicate effectiveness.

13. The method of claim 12, further comprising correlating, and reporting the user response by detecting a user interaction with the presented advertisement on a user interface of the client device.

14. The method of claim 12, further comprising correlating, and reporting the user response by identifying a location of the first client device comprising a mobile communication device as corresponding to a business associated with the advertisement.

15. The method of claim 12, further comprising correlating, and reporting the user response by determining that the user made a call to a business associated with the advertisement.

16. The method of claim 12, further comprising correlating, and reporting the user response by determining that the user activated a link in the advertisement to automatically dial the business associated with the advertisement.

17. The method of claim 12, further comprising correlating, and reporting the user response by determining that the user made an input to save the advertisement for further access via a user interface of the client device.

18. The method of claim 12, further comprising depersonalizing the report of the user response by removing user identification.

19. At least one processor configured to present advertisement content on a client device, comprising:

a module for monitoring user interaction with a client device to determine an opportunity to present an advertisement within a first computing environment;

a module for presenting a selected advertisement to the user on the client device while tracking an exposure metric; and

a module for monitoring user interaction with a client device to determine another opportunity to present the selected advertisement to the user within a second computing environment while tracking the exposure metric to satisfy an advertising target.

20. A computer program product to present advertisement content on a client device, comprising:

a computer-readable medium comprising;

at least one instruction for causing a computer to monitor user interaction with a client device to determine an opportunity to present an advertisement within a first computing environment;

at least one instruction for causing a computer to present a selected advertisement to the user on the client device while tracking an exposure metric; and

at least one instruction for causing a computer to monitor user interaction with a client device to determine another opportunity to present the selected advertisement to the user within a second computing environment while tracking the exposure metric to satisfy an advertising target.

21. An apparatus for presenting advertisement content on a client device, comprising:

means for monitoring user interaction with a client device to determine an opportunity to present an advertisement within a first computing environment;

means for presenting a selected advertisement to the user on the client device while tracking an exposure metric; and

means for monitoring user interaction with a client device to determine another opportunity to present the selected advertisement to the user within a second computing environment while tracking the exposure metric to satisfy an advertising target.

22. An apparatus for presenting advertisement content on a client device, comprising:

first and second computing environments;

a monitoring component responsive to user interaction with the first and second computing environments to determine an opportunity to present the advertisement sequentially in both computing environments;

a tracking component to determine an exposure metric satisfied in part by presentation in both computing environments.

23. The apparatus of claim 22, further comprising, wherein the first computing environment comprises a user interface of a first client device and the second computing environment comprises a user interface of a second client device.

24. The method of claim 23, further comprising:

a location sensing component for sensing a geographic location of the first client device comprising a mobile communication device; and

a physical proximity component for determining proximity of the first client device to the second client device.

25. The apparatus of claim 22, further comprising:

a user interface for presenting the first and second computing environments of at least two selected from a group consisting of a browser screen, a wireless device menu screen, and a game console screen.

26. The apparatus of claim 22, further comprising a graphical user interface of a first client device for presenting the first computing environment capable of performing user interactions with a presented advertisement.

27. The apparatus of claim 22, wherein the tracking component determines the exposure metric as satisfying the advertising target defined by a count of times presented.

28. The apparatus of claim 22, wherein the tracking component determines the exposure metric to satisfy an advertising target as defined by a duration of time.

29. The apparatus of claim 28, further comprising the tracking component determines the exposure metric to satisfy an advertising target defined both by the duration of time and a count of times presented.

30. A method for distributing advertisement content to a client device, comprising:

distributing a selected advertisement for presentation on the client device to the user while tracking an exposure metric;

instructing a first client device to monitor user interaction to determine an opportunity to present the advertisement within a first computing environment; and

instructing a second client device to monitor user interaction to determine another opportunity to present the selected advertisement to the user within a second computing environment while tracking the exposure metric to satisfy an advertising target.

31. The method of claim 30, further comprising:

instructing the first client device to monitor user interaction within the first computing environment of an application presented on a user interface of the first client device; and

instructing the second client device to monitor user interaction within the second computing environment of another application presented on the user interface of the first client device.

32. The method of claim 31, further comprising:

instructing the first client device to monitor user interaction with the first computing environment of a selected one of a group consisting of a browser screen, a wireless device menu screen, or a game console screen; and

instructing the second client device to monitor user interaction with the second computing environment of another one of the group.

33. The method of claim 30, further comprising:

instructing monitoring of user interaction within the first computing environment of an application presented on a user interface of the first client device; and

instructing monitoring user interaction within the second computing environment of another application presented on a user interface of a second client device.

34. The method of claim 33, further comprising:

determining a geographic location of the first client device comprising a mobile communication device; and

determining physical proximity of the first client device to the second client device.

35. The method of claim 30, further comprising tagging the exposure metric to the advertisement that defines an advertising target as a count of times presented.

36. The method of claim 30, further comprising tagging the exposure metric to the advertisement that defines an advertising target as a duration of time.

37. The method of claim 36, further comprising tagging the exposure metric to the advertisement that defines the advertising target as both by the duration of time and a count of times presented.

38. The method of claim 30, further comprising:

characterizing the user of the first client device based upon behavior;

selecting the advertisement for presentation based upon the characterization of the user; and

receiving a correlated and reported user response proximate in time to presentation of the advertisement to indicate effectiveness.

39. The method of claim 38, further comprising characterizing the user by correlating a location of the client device with a location of a business associated with the advertisement.

40. The method of claim 30, wherein instructing monitoring of the user interaction comprises detecting recent user control input to a user interface of the first client device.

41. The method of claim 30, further comprising receiving correlated and reported user response proximate in time to presentation of the advertisement to indicate effectiveness.

42. The method of claim 41, further comprising receiving correlated and reported user response by detecting a user interaction with the presented advertisement on a user interface of the client device.

43. The method of claim 41, further comprising receiving correlated and reported user response by identifying a location of the first client device???? comprising a mobile communication device as corresponding to a business associated with the advertisement.

44. The method of claim 41, further comprising receiving correlated and reported user response by determining that the user made a call to a business associated with the advertisement.

45. The method of claim 41, further comprising receiving correlated and reported user response by determining that the user activated a link in the advertisement to automatically dial the business associated with the advertisement.

46. The method of claim 41, further comprising receiving correlated and reported user response by determining that the user made an input to save the advertisement for further access via a user interface of the client device.

47. The method of claim 41, further comprising depersonalizing the report of the user response by removing user identification.

48. At least one processor configured to distribute advertisement content to a client device, comprising:

a module for distributing a selected advertisement for presentation on the client device to the user while tracking an exposure metric;

a module for instructing a client device to monitor user interaction to determine an opportunity to present the advertisement within a first computing environment; and

a module for instructing a client device to monitor user interaction to determine another opportunity to present the selected advertisement to the user within a second computing environment while tracking the exposure metric to satisfy an advertising target.

49. A computer program product to distribute advertisement content to a client device, comprising:

a computer-readable medium comprising;

at least one instruction for causing a computer to distribute a selected advertisement for presentation on the client device to the user while tracking an exposure metric;

at least one instruction for causing a computer to instruct a client device to monitor user interaction to determine an opportunity to present the advertisement within a first computing environment; and

at least one instruction for causing a computer to instruct a client device to monitor user interaction to determine another opportunity to present the selected advertisement to the user within a second computing environment while tracking the exposure metric to satisfy an advertising target.

50. An apparatus for distributing advertisement content to a client device, comprising:

means for distributing a selected advertisement for presentation on the client device to the user while tracking an exposure metric;

means for instructing a client device to monitor user interaction to determine an opportunity to present the advertisement within a first computing environment; and

means for instructing a client device to monitor user interaction to determine another opportunity to present the selected advertisement to the user within a second computing environment while tracking the exposure metric to satisfy an advertising target.

51. An apparatus for presenting advertisement content on a client device, comprising:

a database of advertisements for distributing to a client device;

a tagging component for associating a selected advertisement with an exposure metric to be satisfied by presentation to a user associated with the client device; and

an instruction component for transmitting instructions to a client device to track exposure of the user to the advertisement in both a first and second computing environment.

52. The apparatus of claim 51, wherein the first computing environment comprises a user interface of a first client device and the second computing environment comprises a user interface of a second client device, the instruction component transmitting the instructions to both client devices.

53. The method of claim 52, further comprising:

a location sensing component for sensing a geographic location of the first client device comprising a mobile communication device; and

a physical proximity component for determining proximity of the first client device to the second client device.

54. The apparatus of claim 51, wherein the instruction component transmitting instructions to a client device that comprises a user interface for presenting the first and second computing environments of at least two selected from a group consisting of a browser screen, a wireless device menu screen, or a game console screen.

55. The apparatus of claim 51, further comprising incorporating an advertisement editor that incorporates an interactive element into the advertisement for rendering on a graphical user interface of a client.

56. The apparatus of claim 51, wherein the instruction component defines the exposure metric as a count of times presented.

57. The apparatus of claim 51, wherein the instruction component defines the exposure metric as a duration of time.

58. The apparatus of claim 57, wherein the instruction component defines the exposure metric as both by the duration of time and a count of times presented.