End to end response enabling collection and use of customer viewing preferences statistics

• US 8,510,661 B2
• Filed: 02/09/2009
• Issued: 08/13/2013
• Est. Priority Date: 02/11/2008
• Status: Expired due to Fees

• Current Assignee: GoldSpot Media, Inc. (Japan) (Dentsu Group, Inc.)
• Original Assignee: GoldSpot Media, Inc. (Japan) (Dentsu Group, Inc.)
• Inventors: Dharmaji, Srinivasa, Feng, Xin
• Primary Examiner(s): Vu, Kieu
• Assistant Examiner(s): Bycer, Eric J
• Application Number:
  US12/368,141
• Publication Number:
  US 20090204901A1
• Time in Patent Office: 1,646 Days
• Field of Search: 715/745, 705/14, 705/14.4, 705/14.64, 705/14.61, 705/14.66, 705/24, 705/26, 705/26.1, 725/32, 725/34, 725/35, 725/37, 725/88, 725/102, 725/109, 707/100, 709/203, 709/219, 709/224, 709/227, 709/228, 709/230, 709/231
• US Class Current: 715/745
• CPC Class Codes: G06F 3/0481 based on specific properties of the displayed interaction object or a metaphor-based environment, e.g. interaction with desktop elements like windows or icons, or assisted by a cursor's changing behaviour or appearance
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

Targeted advertisements with associated dynamic content for response and feedback embedded into the ad'"'"'s header are delivered to mobile viewing devices. The mobile viewing device records a user'"'"'s response to advertisements and reports it back to an ad serving platform. The ad serving platform generates user profiles that incorporate the response data. Ads are further targeted to the user according to the user'"'"'s profile data to maximize the impact of the ads. The user can select the preferred format for providing advertisement feedback.

Claims

1. A system for generating, downloading, and displaying interactive advertisements on a plurality of mobile viewing devices;

wherein said interactive advertisements are comprised of both static and dynamic content;

wherein each user of a plurality of users views content on an associated mobile viewing device of the plurality of mobile viewing devices, said system comprising;

an ad serving platform implemented as a hardware computing server comprising;

a call to action generator for assigning a call to action framework to said each user, said call to action framework configured for assembling for each mobile viewing device associated with said each user a plurality of interactive advertisements, each interactive advertisement of said interactive advertisements comprising a plurality of elements;

wherein said each interactive advertisement is constructed from at least a first element, a second element, and a third element of the plurality of elements;

wherein the first element comprises static advertisement content;

wherein the second element comprises a first dynamic advertisement content based at least on the location of said each mobile viewing device when said each interactive advertisement is displayed;

wherein the third element comprises a second dynamic advertisement content comprising at least one of a plurality of response modes for responding to said each interactive advertisement, wherein the at least one response mode included in the second dynamic advertisement content is selected from the plurality of response modes based on preference data stored for said each user;

said call to action framework further configured for;

extracting program identification information from said interactive advertisements into ad metadata, said ad metadata comprising instructions for selecting a particular interactive advertisement from said plurality of interactive advertisements; and

downloading the ad metadata and uniquely inserting said particular interactive advertisement at a correct advertisement spot in a content flow for said each user upon receipt thereof at said each user'"'"'s associated mobile viewing device;

a report manager for receiving a response from said each user to said interactive advertisements and for incorporating a user response into corresponding user profiles for use in generation of interactive advertisements by said call to action generator for said each user'"'"'s associated mobile viewing device; and

a customer preference metadata database for storing said user profiles on a computer readable medium.

2. The system of claim 1, wherein said dynamic content of said each interactive advertisement generated using said call to action framework comprises one from a group consisting of a click-to-call, click-to-browse, click-to-jump, click-to-message, click-to-mail, click-to-bookmark, click-to-share, and click-to-download.

3. The system of claim 1, wherein said ad serving platform receives said responses from said plurality of users to said particular interactive advertisement from at least one of a mobile viewing device, a mobile operator connected source, and a non-mobile operator connected source.

4. The system of claim 1, wherein said user profile comprises data including at least one of an airtime usage, a message usage, an application usage, a data network usage, a proof-to-play, a call to action, and a system event.

5. The system of claim 4, wherein said profile data is used to generate interactive advertisements for said each user.

6. A computer-implemented method for generating, downloading, and displaying interactive advertisements on a plurality of mobile viewing devices;

wherein said interactive advertisements are comprised of both static and dynamic content;

wherein each user, of a plurality of users, views content on an associated mobile viewing device of the plurality of mobile viewing devices,

the method comprising the steps of;

collecting a user-preference list of a plurality of formats for displaying a user interface on a mobile viewing device for receiving a user response to an interactive advertisement;

responsive to a user selecting a format from said plurality of formats for displaying said preferred user interface, storing said format in a computer-readable storage medium as part of a user profile;

using a call to action framework, assembling for each mobile viewing device associated with said each user a plurality of interactive advertisements, each interactive advertisement of said interactive advertisements comprising a plurality of elements;

wherein said each interactive advertisement is constructed from at least a first element, a second element, and a third element of the plurality of elements;

wherein the first element comprises static advertisement content;

wherein the second element comprises a first dynamic advertisement content based at least on the location of the mobile viewing device when said interactive advertisement is displayed;

wherein the third element comprises a second dynamic advertisement content comprising at least one of a plurality of response modes for responding to said interactive advertisement, wherein the at least one response mode included in the second dynamic advertisement content is selected from the plurality of response modes based on preference data for said each user;

said call to action framework further configured for extracting program identification information from said interactive advertisements into ad metadata, said ad metadata comprising instructions for selecting a particular interactive advertisement from said plurality of interactive advertisements, downloading the ad metadata and uniquely inserting said particular interactive advertisement at a correct advertisement spot in a content flow for said each user upon receipt thereof at said each user'"'"'s associated mobile viewing device;

receiving a response from said each user to said particular interactive advertisement from the mobile viewing device; and

updating said each user'"'"'s user profile with said response to said interactive advertisement.

7. The computer-implemented method of claim 6 further comprising the step of:

generating a user profile with data including at least one of;

an airtime usage,

a message usage,

an application usage, or

a data network usage.

8. The computer-implemented method of claim 6 further comprising the step of:

generating a statistic report with information comprising at least one of;

an ad report,

a call to action report, or

a system event.

9. The computer-implemented method of claim 6 further comprising the step of:

responsive to failure to receive a user-selected format for displaying said user interface, assigning a default format for displaying said user interface.

10. The computer-implemented method of claim 6, further comprising the step of:

selecting an advertisement from a plurality of generated interactive advertisements that is most likely to result in a purchase of a product displayed in said advertisement based on said user response to previously viewed advertisements.

11. A computer-implemented method for inserting an interactive advertisement of a plurality of interactive advertisements into a content stream and recording a user response to said interactive-advertisement;

wherein a user views content on an associated mobile viewing device, the method comprising;

extracting program identification information from said plurality of interactive advertisements into ad metadata, said ad metadata comprising instructions for selecting a particular interactive advertisement from said plurality of interactive advertisements;

wherein the particular interactive advertisement comprises;

static advertisement content;

dynamic advertisement content based at least on the location of the mobile viewing device when said particular interactive advertisement is displayed; and

at least one of a plurality of response modes for responding to the particular interactive advertisement, the at least one response mode included based on preference data from the user;

retrieving from said particular interactive advertisement the at least one response mode for recording said user response to said particular interactive advertisement;

inserting said particular interactive advertisement into a correct advertisement spot in a content stream;

rendering said content stream and said particular interactive advertisement;

activating a user interface providing said response modes for recording the user response to said particular interactive advertisement;

tracking said user response to said particular interactive advertisement;

storing said user response on a computer readable storage medium on the mobile viewing device; and

transmitting said user response from the mobile viewing device to an ad serving platform over a transmission channel when said transmission channel becomes available.

12. The computer-implemented method of claim 11, further comprising the steps of:

extracting from said particular interactive advertisement instructions for inserting said particular interactive advertisement into said content stream;

scanning said content stream for an addressable spot guide; and

inserting said particular interactive advertisement into said addressable spot guide in said content stream.

13. The computer-implemented method of claim 12, further comprising the steps of:

redirecting said media player to render from an ad buffer instead of a content buffer for a period of an advertisement spot; and

directing said media player to render from said content buffer once said particular interactive advertisement is rendered.

14. The computer-implemented method of claim 11, further comprising the steps of:

storing said user response in said computer-readable storage medium on the mobile viewing device when transmission channels to said ad serving platform are unavailable; and

transmitting said user response to said ad serving platform when said transmission channels become available.

15. The computer-implemented method of claim 14, further comprising the step of:

removing said user response from said computer-readable storage medium in response to transmitting said user response to said ad serving platform.

16. The computer-implemented method of claim 11, wherein said response to said interactive advertisement consists of information selected from:

a location of said mobile device,

any call made by said mobile device,

a messaging usage,

an application use, and

a data network use.

17. The computer-implemented method of claim 11, further comprising the step of:

recording all ad-related activities.

18. A system for downloading and displaying an interactive advertisement of a plurality of interactive advertisements viewed by a user on an associated mobile viewing device, and for collecting individual responses thereto, the system comprising:

a call to action framework, configured for generating said plurality of interactive advertisements;

wherein an interactive advertisement of said interactive advertisements comprises content that includes;

static advertisement content;

dynamic advertisement content based at least on the location of the mobile viewing device when said interactive advertisement is displayed; and

at least one of a plurality of response modes for responding to said interactive advertisement, wherein the at least one response mode is selected based on preference data for said user;

an ad caster;

a micro-splicer; and

a media player;

said ad caster comprising;

a download and housekeeping manager to download said ad metadata of said interactive advertisement and collect user responses for storage and logging;

and

a report logger to log and store said user responses; and

a transport manger to handle data transport to and from the mobile viewing device;

said media player comprising;

a content buffer for loading and rendering said content and also said interactive advertisement for display on the mobile viewing device;

an ad buffer for storing said interactive advertisement;

a metadata detection module for extracting metadata from said interactive advertisement to determine where to insert said interactive advertisement in a content stream, wherein said metadata comprises program identification information, and said metadata detection module also for transmitting instructions for transferring said interactive advertisement to said content buffer from said ad buffer;

said micro-splicer for inserting said interactive advertisement into said content stream redirecting said media player to render from a first location in said content buffer, storing and rendering said content stream, to a second location in said content buffer for storing and rendering said interactive advertisement, for a duration of an ad spot chosen for display of said interactive advertisement and then switching back to rendering from said first location in said content buffer; and

said micro-splicer further for collecting and transferring said user responses to said interactive advertisement to said report logger for storage and transmission.