Methods and systems for processing and displaying advertisements of variable lengths

• US 8,694,373 B2
• Filed: 12/13/2011
• Issued: 04/08/2014
• Est. Priority Date: 09/09/2011
• Status: Expired due to Fees

• Current Assignee: Dennoo, Inc.
• Original Assignee: Dennoo, Inc.
• Inventors: Umeda, Shigeto
• Primary Examiner(s): Li, Sun
• Application Number:
  US13/324,325
• Publication Number:
  US 20130066713A1
• Time in Patent Office: 847 Days
• Field of Search: 705/14.46, 705/14.71, 705/14.73, 705/14.69, 705/37, 709/224
• US Class Current: 705/14.46
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

A cost-per-second (CPS) based technology for Internet advertising is introduced. In one embodiment, the systems and methods described herein improve efficiency and efficacy of Internet based advertisements. Efficiency is improved by making advertisements relevant to the user; decreasing loss or waste in advertisement space and opportunity for the publisher; and displaying advertisements only for an appropriate duration and being charged according to actual duration for the advertiser. In embodiments, the cost for a certain branding effect can be measured and used with higher accuracy. In embodiments where multiple advertisements are shown simultaneously or at various timings, the technology introduced here provides unique bidding models to allow an advertiser to bid for advertising space, of an advertisement display. The bidding models incorporate bidding based on CPS, a function of CPS and cost-plus-click, effective CPS, etc. Conversion models for comparing advertising schema using traditional and newly introduced models are also disclosed.

Claims

1. A method by a platform server having a processor for processing and displaying a plurality of advertisements, the method comprising:

receiving in the platform server a plurality of advertisements from one or more advertisers intended for display within an advertising section of a plurality of webpages during a session for a duration specified by the advertiser, wherein the session includes one or more page transitions among the plurality of webpages and each transition results in a different one of the plurality of webpages being the actively viewed webpage;

scheduling by the platform server the received plurality of advertisements for display within the advertising section of a particular webpage of the plurality of webpages by determining at least a position, length, and repetition of each advertisement within the advertising section of the particular webpage;

transmitting from the platform server to a user'"'"'s computing device the scheduled advertisements to cause the display of the plurality of advertisements on the user'"'"'s computing device to switch within a session based on the duration of the advertisements independently of page transitions among the plurality of webpages; and

computing, by the platform server, a cost incurred by each of the one or more advertisers for display of the plurality of advertisements, the cost computed as a function of a cost-per-second (CPS) model of displaying the advertisement within the session, the cost-per-second model indicative of total duration of display of corresponding one or more advertisements within the session.

2. The method of claim 1, wherein the CPS model further includes a computation of a cost-per-click (CPC) ensuing from the display of the advertisement in determining the cost incurred by a corresponding advertiser.

3. The method of claim 1, further comprising:

receiving, from the one or more advertisers, a bid to place the advertisement in the advertising section, the bid received as a function of a CPS rate for placing the advertisement, wherein the bid includes at least a CPS price offered by the one or more advertisers for placement of respective advertisements in the advertising section.

4. The method of claim 3, further comprising:

receiving a plurality of bids for display of different advertisements in a first advertising section, each of the bids including at least a CPS bid price, wherein each of the plurality of bids includes at least a CPS bidding price for display of respective advertisements, and optionally, one or more of enhanced bidding options, the enhanced bidding options including an additional cost-per-click (CPC) bidding price, priority indication, duration of the advertisement, periodicity of the advertisement, indication of an overall number of displays, duration of the day for playing the advertisement, or indication of associated keywords, wherein the method further comprises charging respective advertisers additional cost for selection of one or more of the enhanced bidding options.

5. The method of claim 4, further comprising:

monitoring indices associated with one or more of the enhanced bidding options as applicable to placement of a given advertisement in a given webpage;

updating index values based on present conditions; and

providing input on index values to clients to enable clients to choose values for one or more of the enhanced bidding options reflective of the present conditions to increase ROI for the clients.

6. The method of claim 4, further comprising:

providing an option to allow the advertisers to submit one or more bids using a non-CPS bidding price model;

internally converting the non-CPS bid price of the non-CPS bidding price model to an equivalent CPS value to enable computation of cost of displaying corresponding advertisements; and

displaying advertisements according to a CPS equivalent billing model.

7. The method of claim 6, wherein the non-CPS bidding price model includes one or more of:

a cost-per-click (CPC) billing model;

a cost-per-mille (CPM) billing model;

or an effective CPM (eCPM) billing model.

8. The method of claim 6, wherein when a given bid is received according to an eCPM billing model, the given bid is internally converted to an equivalent effective CPS (eCPS) value, the conversion computed as a function of the eCPM bid value, an effective impression value, and a total number of page views value associated with the one or more webpages on which the advertisement is to be published, wherein the effective impression value is a function of an effective average page view length and sum of all ad view lengths associated with the advertisement in relation to the one or more webpages.

9. The method of claim 3, further comprising:

receiving the bid as a function of a combination of CPS and cost-per-click (CPC) billing models.

10. The method of claim 8, wherein the combination is a product of CPS and CPC billing models.

11. The method of claim 1, further comprising:

controlling display of each of the plurality of advertisements based on a previously specified criterion for effective display of each advertisement on the one or more webpages, wherein the specified criterion is a function of an overall area of an observable screen of the media displaying the advertisement at any given time;

playing the advertisement when the specified criterion is matched in the one or more webpages;

stopping display of advertisement and tolling of advertisement for billing purposes when effective display does not match the specified criterion; and

billing advertiser for display of advertisement based on the actual display time of the advertisement in the one or more webpages, the actual display time indicative of a duration during which display of the advertisement matched the specified criterion.

12. The method of claim 1, wherein the plurality of advertisements are placed in a given webpage displaying search results of a search query previously input by a user.

13. The method of claim 11, wherein each of the plurality of advertisements is embedded within non-advertisement content of the one or more webpage.

14. The method of claim 1, wherein the plurality of advertisements are displayed to a user through a personal computing terminal.

15. The method of claim 1, wherein the plurality of advertisements are displayed to a plurality of users through an electronic billboard device.

16. The method of claim 1, further comprising:

offering a computation model for computing effective cost of displaying advertisements in two different types of media, offering the computation model comprising;

computing an equivalent ad impression between the two types of media targeted for displaying an advertisement, a first of the two types of media configured for displaying advertisements adapted for a CPS-based model, and a second of the two types of media configured for displaying advertisements adapted for a non-CPS-based model;

computing an effective equivalent ad impression of displaying advertisements in the two types of media, the effective equivalent ad equivalent ad impression computed by identifying an equivalent value of a product of area of display of the advertisement in the respective media and a total duration of time of display of the advertisement in the respective media;

computing a gross rating point (GRP) for the two types of media, the gross rating point (GRP) computed as a product of a percentage of target audience reached by a given advertisement and the frequency of a campaign associated with the campaign; and

computing actual cost per GRP of advertising in relation to the effective equivalent ad impression for the two types of media.

17. A platform server for processing and displaying a plurality of advertisements, the system comprising:

a processor;

a memory configured to store a set of instructions, which when executed by the processor cause the server to perform a method, the method including;

receiving a plurality of advertisements from one or more advertisers intended for display within an advertising section of a plurality of webpages during a session for a duration specified by the advertiser, wherein the session includes one or more page transitions among the plurality of webpages and each transition results in a different one of the plurality of webpages being the actively viewed webpage;

scheduling the received plurality of advertisements for display within the advertising section of a particular webpage of the plurality of webpages by determining at least a position, length, and repetition of each advertisement within the advertising section of the particular webpage;

transmitting to a user'"'"'s computing device the scheduled advertisements to cause the display of the plurality of advertisements on the user'"'"'s computing device to switch within a session based on the duration of the advertisements independent independently of page transitions among the plurality of webpages; and

computing a cost incurred by each of the one or more advertisers for display of the plurality of advertisements, the cost computed as a function of a cost-per-second (CPS) model of displaying the advertisement within the session, the cost-per-second model indicative of total duration of display of corresponding one or more advertisements within the session.

18. The system of claim 17, wherein the CPS model further includes a computation of a cost-per-click (CPC) ensuing from the display of the advertisement in determining the cost incurred by a corresponding advertiser.

19. The system of claim 17, wherein the method further comprises:

receiving, from the one or more advertisers, a bid to place the advertisement in the advertising section, the bid received as a function of a CPS rate for placing the advertisement, wherein the bid includes at least a CPS price offered by the one or more advertisers for placement of respective advertisements in the advertising section.

20. The system of claim 19, the method further comprising:

receiving a plurality of bids for display of different advertisements in a first advertising section, each of the bids including at least a CPS bid price, wherein each of the plurality of bids includes at least a CPS bidding price for display of respective advertisements, and optionally, one or more of enhanced bidding options, the enhanced bidding options including an additional cost-per-click (CPC) bidding price, priority indication, duration of the advertisement, periodicity of the advertisement, indication of an overall number of displays, duration of the day for playing the advertisement, or indication of associated keywords, wherein the method further comprises charging respective advertisers additional cost for selection of one or more of the enhanced bidding options.

21. The system of claim 20, the method further comprising:

providing an option to allow the advertisers to submit one or more bids using a non-CPS bidding price model;

internally converting the non-CPS bid price of the non-CPS bidding price model to an equivalent CPS value to enable computation of cost of displaying corresponding advertisements; and

displaying advertisements according to a CPS equivalent billing model.

22. The system of claim 21, wherein the non-CPS bidding price model includes one or more of:

a cost-per-click (CPC) billing model;

a cost-per-mille (CPM) billing model;

or an effective CPM (eCPM) billing model.

23. The system of claim 22, wherein when a given bid is received according to an eCPM billing model, the given bid is internally converted to an equivalent effective CPS (eCPS) value, the conversion computed as a function of the eCPM bid value, an effective impression value, and a total number of page views value associated with the one or more webpages on which the advertisement is to be published, wherein the effective impression value is a function of an effective average page view length and sum of all ad view lengths associated with the advertisement in relation to the one or more webpages.

24. The system of claim 19, wherein the method further comprises:

receiving the bid as a function of a combination of CPS and cost-per-click (CPC) billing models.

25. The system of claim 24, wherein the combination is a product of CPS and CPC billing models.

26. The system of claim 17, wherein the method further comprises:

controlling display of each of the plurality of advertisements based on a previously specified criterion for effective display of each advertisement on the one or more webpages, wherein the specified criterion is a function of an overall area of an observable screen of the media displaying the advertisement at any given time;

playing the advertisement when the specified criterion is matched in the one or more webpages;

stopping display of advertisement and tolling of advertisement for billing purposes when effective display does not match the specified criterion; and

billing advertiser for display of advertisement based on the actual display time of the advertisement in the one or more webpages, the actual display time indicative of a duration during which display of the advertisement matched the specified criterion.

27. The system of claim 17, further comprising:

offering a computation model for computing effective cost of displaying advertisements in two different types of media, offering the computation model comprising;

computing an equivalent ad impression between the two types of media targeted for displaying an advertisement, a first of the two types of media configured for displaying advertisements adapted for a CPS-based model, and a second of the two types of media configured for displaying advertisements adapted for a non-CPS-based model;

computing an effective equivalent ad impression of displaying advertisements in the two types of media, the effective equivalent ad equivalent ad impression computed by identifying an equivalent value of a product of area of display of the advertisement in the respective media and a total duration of time of display of the advertisement in the respective media;

computing a gross rating point (GRP) for the two types of media, the gross rating point (GRP) computed as a product of a percentage of target audience reached by a given advertisement and the frequency of a campaign associated with the campaign; and

computing actual cost per GRP of advertising in relation to the effective equivalent ad impression for the two types of media.