System and method for evaluating and/or monitoring effectiveness of on-line advertising

• US 8,229,788 B2
• Filed: 08/10/2009
• Issued: 07/24/2012
• Est. Priority Date: 07/08/1999
• Status: Expired due to Fees

• Current Assignee: Kantar LLC
• Original Assignee: Dynamic Logic, Inc. (TNS Group Holdings Ltd.)
• Inventors: Nyhan, Nicholas W., Aviv, Ronit
• Primary Examiner(s): Myhre, James W
• Application Number:
  US12/538,628
• Publication Number:
  US 20090307083A1
• Time in Patent Office: 1,079 Days
• Field of Search: 705/14.41, 705/14.44
• US Class Current: 705/14.41
• 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 30/0245 Surveys
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: Y10S 707/99943 Generating database or data structure, e.g. via user interface

Abstract

A system and a method for measuring and monitoring effectiveness of on-line advertising are provided. The system and method provide a code attached to, for example, an advertising banner of a company that may advertise goods and/or services of the company. The code provides a signal to a server when the banner is viewed on a computer of a user. Cookie data is transferred by the server to the computer of the user providing information related to viewing of the advertising banner. Surveys are further presented to users to obtain information related to the effectiveness of the advertising for both exposed users and control users.

Claims

1. A method for measuring, through on-line surveys, effectiveness of advertisements displayed upon a computer for viewing by a user, the method comprising the steps of:

receiving, by a user computer, an on-line advertisement, issued by an advertising server, including a code embedded within executable instructions;

executing, by the user computer, the on-line advertisement including the code;

receiving, by the user computer, an indicator provided by a server, separate and distinct from the advertising server, for identifying an instance of the on-line advertisement being executed on the user computer;

storing, by the user computer, the indicator within a repository, the indicator providing information associated with the on-line advertisement executed on the user computer;

administering, by an on-line survey provider, a survey to the user computer; and

evaluating responses to the survey in accordance with previous exposure to on-line advertisements indicated by contents of the repository.

2. The method of claim 1 wherein the storing step comprises storing a time at which the on-line advertisement is executed on the user computer.

3. The method of claim 1 wherein the repository is a file.

4. The method of claim 3 wherein the file is a cookie file.

5. The method of claim 1 wherein the server generates a survey accessible to a user of the user computer, the method further comprising compiling results of a plurality of surveys answered by a plurality of users on a plurality of user computers to provide a measure of effectiveness of the on-line advertisement.

6. The method of claim 1 further comprising, receiving, by the server, questions generated by a source of the on-line advertisement.

7. The method of claim 1 further comprising, receiving, by the server questions and selected demographic information in association with the on-line advertisement.

8. A computer-readable medium storing computer-executable instructions for facilitating measuring, through on-line surveys, effectiveness of advertisements displayed upon a computer for viewing by a user, the computer-executable instructions facilitating performing the steps of:

receiving, by a user computer, an on-line advertisement, issued by an advertising server, including a code embedded within executable instructions;

executing, by the user computer, the on-line advertisement including the code;

receiving, by the user computer, an indicator provided by a server, separate and distinct from the advertising server, for identifying an instance of the on-line advertisement being executed on the user computer;

storing, by the user computer, the indicator within a repository, the indicator providing information associated with the on-line advertisement executed on the user computer;

administering, by an on-line survey provider, a survey to the user computer; and

evaluating responses to the survey in accordance with previous exposure to on-line advertisements indicated by contents of the repository.

9. The computer-readable medium of claim 8 wherein the storing step comprises storing a time at which the on-line advertisement is executed on the user computer.

10. The computer-readable medium of claim 8 wherein the repository is a file.

11. The computer-readable medium of claim 10 wherein the file is a cookie file.

12. The computer-readable medium of claim 8, wherein the server generates a survey accessible to a user of the user computer, further comprising computer-executable instructions for compiling results of a plurality of surveys answered by a plurality of users on a plurality of user computers to provide a measure of effectiveness of the on-line advertisement.

13. The computer-readable medium of claim 8 further comprising computer-executable instructions for receiving, by the server, questions generated by a source of the on-line advertisement.

14. The computer-readable medium of claim 8 further comprising computer-executable instructions for receiving, by the server, questions and selected demographic information in association with the on-line advertisement.