CA2650225A1 - Allocating and monetizing advertising space in offline media through online usage and pricing model - Google Patents

Allocating and monetizing advertising space in offline media through online usage and pricing model Download PDF

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Publication number
CA2650225A1
CA2650225A1 CA002650225A CA2650225A CA2650225A1 CA 2650225 A1 CA2650225 A1 CA 2650225A1 CA 002650225 A CA002650225 A CA 002650225A CA 2650225 A CA2650225 A CA 2650225A CA 2650225 A1 CA2650225 A1 CA 2650225A1
Authority
CA
Canada
Prior art keywords
advertisement
advertisement message
online
offline media
messages
Prior art date
Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
Abandoned
Application number
CA002650225A
Other languages
French (fr)
Inventor
Susan Wojcicki
Gokul Rajaram
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
Google LLC
Original Assignee
Google Inc.
Susan Wojcicki
Gokul Rajaram
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Google Inc., Susan Wojcicki, Gokul Rajaram filed Critical Google Inc.
Publication of CA2650225A1 publication Critical patent/CA2650225A1/en
Abandoned legal-status Critical Current

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0207—Discounts or incentives, e.g. coupons or rebates
    • G06Q30/0239—Online discounts or incentives
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0249—Advertisements based upon budgets or funds
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising
    • G06Q30/0275—Auctions
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0276—Advertisement creation
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0277—Online advertisement

Abstract

Allocating and monetizing advertising space in offline media through online usage and pricing model. Offline media sources request advertisements for available ad space in their publications. An advertising server that stores advertisement messages associated with online retailers selects one or more advertisements to fill the unallocated ad space. An ad copy is created containing the selected advertisement messages is created and sent to the offline media source for publication. The ad copy contains identification information for online replica content with electronic versions of the selected advertisements. The online replica content may also contain contact information for each of the represented online retailers thereby enabling realization of advertising revenue for the offline published advertisement message when viewers contact the advertisers using this contact information.

Claims (20)

1. A method for allocating advertisements to offline media advertising space comprising:

receiving an indication of available advertising space from an offline media source;

selecting at least one advertisement message associated with an advertiser to use in the available advertising space;

transmitting the at least one advertisement message to the offline media source, the at least one advertisement message comprising a reference to online replica content; and creating the online replica content.
2. The method according to claim 1, wherein receiving an indication of available advertising space comprises receiving an electronic request specifying an amount of available space.
3. The method according to claim 1, wherein selecting at least one advertisement message comprises selecting at least one advertisement message from an electronic database of electronic advertisement messages.
4. The method according to claim 1, wherein selecting at least one advertisement message comprises selecting at least one advertisement message based on a correlation between the advertisement and a target demographic of the offline media.
5. The method according to claim 1, wherein selecting at least one advertisement message comprises selecting at least on advertisement message based at least on part on advertiser specified preferences.
6. The method according to claim 5, wherein advertiser specified preferences comprise pricing preferences.
7. The method according to claim 5, wherein advertiser specified preferences comprise at least one preferred category of offline media.
8. The method according to claim 5, wherein advertiser specified preferences comprise a name of at least one specific offline media.
9. The method according to claim 1, wherein selecting at least one advertisement message comprises conducting an auction among advertisers associated with advertisement messages and selecting the at least one advertisement message based on the auction.
10. The method according to claim 1, further comprising generating an advertising copy adapted to conform to the available space and including the reference to the online replica content.
11. The method according to claim 10, wherein the creating the online replica content comprises creating a web page including the at least one advertisement message and a click-through link to a website associated with the advertisement message.
12. The method according to claim 11, wherein an advertiser associated with the at least one advertisement message is charged when a viewer clicks through to the advertiser's website from the web page.
13. The method according to claim 11, further comprising displaying the web page including the at least one advertisement message to a user who accesses the web page.
14. The method according to claim 12, further comprising conducting a real-time auction when the user accesses web page, selecting at least one advertisement message to display based at least in part on the results of the auction and displaying the at least on advertisement message including an click-though link to a website associated with the at least on advertisement message on the web page.
15. The method according to claim 1, further comprising providing an incentive to access the online replica content.
16. The method according to claim 15, wherein providing an incentive comprises providing a discount.
17. The method according to claim 16, wherein providing a discount comprises providing a discount to those viewers who reach the advertiser based on information contained in the online replica content.
18. A system for allocating advertisements to available offline media advertising space comprising:

an advertising server adapted to:

store a plurality of advertisement messages;

receive requests from offline media sources for advertisements;
select one or more advertisement messages from the plurality of messages to satisfy the request;

return an advertisement copy containing the one or more selected messages and identification information for online replica content;

create the online replica content, wherein for each of the one or more advertisement messages, the online replica content contains contact information for contacting an advertiser associated with the advertisement message; and charge advertisers on a referral basis when a viewer contacts the advertiser using the contact information.
19. A automated method for selling advertisement space in offline media comprising:

creating a database of electronic advertising messages;

based on a received request from an offline media source for advertisement messages, generating an advertisement copy containing at least one of the electronic advertising messages;

creating an online replica content containing the advertisement copy; and transmitting the advertisement copy to the offline media source, wherein the advertisement copy comprises identification information of the online replica content.
20. A system for selling unallocated ad space in offline media to online vendors comprising:

at least one offline media source;

a plurality of advertisement messages, each message associated with an online vendor; and an advertisement server, wherein the advertisement server is adapted to select at least one advertisement message, create an online replica website containing the at least one advertisement message, and generate an advertisement copy containing the selected at least one advertisement message and a URL for the online replica website.
CA002650225A 2006-03-31 2007-04-02 Allocating and monetizing advertising space in offline media through online usage and pricing model Abandoned CA2650225A1 (en)

Applications Claiming Priority (3)

Application Number Priority Date Filing Date Title
US11/394,209 2006-03-31
US11/394,209 US20070239533A1 (en) 2006-03-31 2006-03-31 Allocating and monetizing advertising space in offline media through online usage and pricing model
PCT/US2007/008226 WO2007117407A1 (en) 2006-03-31 2007-04-02 Allocating and monetizing advertising space in offline media through online usage and pricing model

Publications (1)

Publication Number Publication Date
CA2650225A1 true CA2650225A1 (en) 2007-10-18

Family

ID=38576603

Family Applications (1)

Application Number Title Priority Date Filing Date
CA002650225A Abandoned CA2650225A1 (en) 2006-03-31 2007-04-02 Allocating and monetizing advertising space in offline media through online usage and pricing model

Country Status (4)

Country Link
US (1) US20070239533A1 (en)
EP (1) EP2013834A4 (en)
CA (1) CA2650225A1 (en)
WO (1) WO2007117407A1 (en)

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Also Published As

Publication number Publication date
US20070239533A1 (en) 2007-10-11
EP2013834A1 (en) 2009-01-14
WO2007117407A1 (en) 2007-10-18
EP2013834A4 (en) 2012-01-25

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Effective date: 20160107