WO2002037384A2 - Apparatus and method for measuring branding, positioning, and related effectiveness of internet advertising - Google Patents
Apparatus and method for measuring branding, positioning, and related effectiveness of internet advertising Download PDFInfo
- Publication number
- WO2002037384A2 WO2002037384A2 PCT/US2001/042901 US0142901W WO0237384A2 WO 2002037384 A2 WO2002037384 A2 WO 2002037384A2 US 0142901 W US0142901 W US 0142901W WO 0237384 A2 WO0237384 A2 WO 0237384A2
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- WIPO (PCT)
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- ads
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- 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
Definitions
- the present invention is a system and method that enables the effectiveness of a (i) given site/channel/medium, (ii) advertisement, (iii) given advertisement on a site/channel/medium, (iv) group of advertisements on a site/channel/medium, (v) given advertisement on a group of sites/channels/mediums, or (vi) group of advertisements on a group of sites/channels/mediums to be measured by way of Web- based surveys given to those that have seen the advertising and a control group that has not seen the advertising.
- the present invention is a system and method wherein users that have seen particular advertising (and a control group that has not seen the advertising) are displayed a survey or series of questions pertaining to the advertising in question.
- the results of these surveys are aggregated and reported upon, to help show the effectiveness of the advertising on a site/channel/medium basis, individual advertisement basis, or on a metric that shows the value of a given ad on a given site/channel/medium, in meeting the campaigns objectives.
- Typical objectives, which have pertinent questions in the survey include subjects related to recall (brand, product, price, etc.), positioning, information about the person taking the survey (to assess whether a target demographic was reached) and related subjects.
- Figure 1 illustrates a typical schematic for practicing the present invention.
- Figure 2 illustrates a flow chart of one possible process in accordance with the present invention.
- Figure 3 shows a screenshot of an example pop-up survey of the present invention.
- the present invention is a system that enables and facilitates the method of collecting surveys after an advertisement is shown (or not shown in the case of the control group), via a piece of code served with the advertisement that will call a web page to be opened when that ad is no longer being viewed (or when the visitor has moved onto another page or closed his or her browser window).
- This web page that is called typically in a "new browser window" of a size somewhat smaller then the entire screen, will contain questions related to the advertising in question that is being measured. Questions will typically relate to the branding effectiveness of an advertisement or campaign, and other items such as recall, positioning, and the demographics of the persons taking the survey.
- the output of all of these surveys is combined and used to analyze the effectiveness of given advertisements, given web site/channel/mediums, or a combinations thereof. Decisioning for subsequent ad serving can be based on factors such as which banner ad it is, which site it appears on, which channel that site is in, other characteristics of the web site it appears on (background color, subject matter, banner location, etc.) and which medium the ad appears through (audio ads, banner ads, wireless ads, rich media ads, etc.).
- the analysis can then be used in future decisions regarding the ads and site/channel/mediums the ads will be run on to maximize campaign effectiveness, and may be plugged into an ad serving optimization system in order to (i) automatically serve the ads that perform the best to the campaign objectives measured by the surveys, (ii) automatically place ads on the site/channel/mediums that perform the best to campaign objectives measured by the surveys, or (iii) automatically place the ads on the site/channel/mediums that they perform best factoring in the performance of a given ad on a given site/channel/medium as well as the performance of the ad across all site/channel/mediums or the site/channel/medium across all ads measured.
- end user browsers 110 that have been served advertising subject to the survey of the present invention are served a survey URL over the Internet 100 by the ad server 130 to display the pop-up survey window 120 (upon leaving the subject page).
- a control group of end user browsers 111 who have not been served advertising subject to the survey, are also selected and served the survey URL by the ad server 130 to display the same pop-up survey window 121.
- the survey results 140 are collected by the ad server, analyzed, and input into an optimization system 150 that can thereafter be used by the decisioning logic 160 to decide which ads to serve to which sites/channels/mediums. .
- the ad server 130 records tracking information 170 concerning which ads have been served to which pages for each ad served and includes the desired metric data such as date-time, actions (impressions, click-throughs, sales, etc.), media, page- position, person id, etc. required for any fee collection from advertisers or any revenue disbursement to Web pages displaying the ads.
- an optional cookie server 180 can be employed as a proxy for those browsers that do not support cookies or have them turned off or filtered.
- the ad serving system typically can include load balancers (not shown), such as Cisco/Arrowpoint CS 800's performing layer 7 polling with HTTP "get" calls every 1-3 seconds, to evenly distribute the requests to the as servers.
- the ad servers 130 will typically consist of 32-36 Pentium III processors running at 600-800 MHz, each having 1-2 GB of RAM and 36GB hard drives.
- Server software can be C++ compiled and running on FreeBSD, being held together with Chron, Perl, and Perlscripts, and could also be ported to Linux, A/UX, Windows NT, and Sun Solaris.
- Typical cookie server 180 hardware can include multi-processor systems with raid arrays and 4GB of RAM, running on Linux or FreeBSD and communicating with the ad server via TCP.
- the ad and survey database 190, 140 hardware can typically include a pair of Sun 4500 processors and an EMC raid array with MySQL database management software.
- Cached ads can be served from the ad database 190 via NFS mount to the ad server 130.
- Basic steps for performing the invention are shown in figure 2.
- a banner ad is served to a Web page at 200, with either the ad / format / medium / site / channel being subject 210 or not subject 220 to the survey.
- code on the page activates a pop-up survey 230.
- Results are collected 240, and analyzed 250 to thereafter be used for decisioning 260, such as by an optimization system 262 or advertiser selected means 264.
- the "checkload.cgi" command does some decisioning to figure out whether or not to serve a pop-up at this time, checking to see if the required number of responses were already gathered or not, checking to see if the max number of surveys for this site or medium were already collected, etc. If the result of the decisioning decides a survey should be shown, it serves this code to pop up a window 300, as shown in figure 3: print "document.
Abstract
A method and apparatus for measuring branding, positioning, and related effectiveness of Internet advertising by having code on web pages open pop-up survey windows to collect data related to ads displayed on the page. The pop-up surveys can also be given to other Internet users for control purposes. Data on branding, positioning, and user demographics can then be used to determine relative effectiveness of the ads.
Description
APPARATUS AND METHOD FOR MEASURING BRANDING, POSITIONING, AND RELATED EFFECTIVENESS OF INTERNET ADVERTISING
FIELD OF THE INVENTION The present invention is a system and method that enables the effectiveness of a (i) given site/channel/medium, (ii) advertisement, (iii) given advertisement on a site/channel/medium, (iv) group of advertisements on a site/channel/medium, (v) given advertisement on a group of sites/channels/mediums, or (vi) group of advertisements on a group of sites/channels/mediums to be measured by way of Web- based surveys given to those that have seen the advertising and a control group that has not seen the advertising.
BACKGROUND INFORMATION The success of Internet advertising today is typically measured by such factors such as click-through rate, the effective cost-per-click, sale-to-impression rate, lead- to-impression rate, cost per customer acquired through a click-through generated on or because of the banner, and other such metrics. There is currently little available in the way of measuring the branding, positioning, and related effectiveness of ads. Current attempts to measure the branding effectiveness of the ad(s), site(s)/channel(s)/medium(s), or combination thereof are woefully lacking.
BRIEF SUMMARY OF THE INVENTION The present invention is a system and method wherein users that have seen particular advertising (and a control group that has not seen the advertising) are displayed a survey or series of questions pertaining to the advertising in question. The results of these surveys are aggregated and reported upon, to help show the effectiveness of the advertising on a site/channel/medium basis, individual advertisement basis, or on a metric that shows the value of a given ad on a given site/channel/medium, in meeting the campaigns objectives. Typical objectives, which have pertinent questions in the survey, include subjects related to recall (brand, product, price, etc.), positioning, information about the person taking the survey (to assess whether a target demographic was reached) and related subjects.
It is an object of the invention to measure the effectiveness of Internet advertisements. It is another object of the invention to collect data related to branding effectiveness, ad positioning, and viewer demographics for Internet advertisers. It is a further object of the invention to use pop-up surveys to collect data related to Internet advertisements. It is yet another object of the invention to use ad-effectiveness data of previously served Internet ads to optimize the serving of later ads for effectiveness. It is also an object of the invention to collect survey data, report said data, and decision ad serving based on factors such as which banner ad it is, which site it appears on, which channel that site is in, other characteristics of the web site it appears on, and which medium the ad appears through.
BRIEF DESCRIPTION OF THE DRAWING Figure 1 illustrates a typical schematic for practicing the present invention. Figure 2 illustrates a flow chart of one possible process in accordance with the present invention. Figure 3 shows a screenshot of an example pop-up survey of the present invention.
DETAILED DESCRIPTION OF THE INVENTION The present invention is a system that enables and facilitates the method of collecting surveys after an advertisement is shown (or not shown in the case of the control group), via a piece of code served with the advertisement that will call a web page to be opened when that ad is no longer being viewed (or when the visitor has moved onto another page or closed his or her browser window). This web page that is called, typically in a "new browser window" of a size somewhat smaller then the entire screen, will contain questions related to the advertising in question that is being measured. Questions will typically relate to the branding effectiveness of an advertisement or campaign, and other items such as recall, positioning, and the demographics of the persons taking the survey. The output of all of these surveys is combined and used to analyze the effectiveness of given advertisements, given web site/channel/mediums, or a
combinations thereof. Decisioning for subsequent ad serving can be based on factors such as which banner ad it is, which site it appears on, which channel that site is in, other characteristics of the web site it appears on (background color, subject matter, banner location, etc.) and which medium the ad appears through (audio ads, banner ads, wireless ads, rich media ads, etc.). Therefore, the analysis can then be used in future decisions regarding the ads and site/channel/mediums the ads will be run on to maximize campaign effectiveness, and may be plugged into an ad serving optimization system in order to (i) automatically serve the ads that perform the best to the campaign objectives measured by the surveys, (ii) automatically place ads on the site/channel/mediums that perform the best to campaign objectives measured by the surveys, or (iii) automatically place the ads on the site/channel/mediums that they perform best factoring in the performance of a given ad on a given site/channel/medium as well as the performance of the ad across all site/channel/mediums or the site/channel/medium across all ads measured. As illustrated in figure 1, end user browsers 110 that have been served advertising subject to the survey of the present invention are served a survey URL over the Internet 100 by the ad server 130 to display the pop-up survey window 120 (upon leaving the subject page). A control group of end user browsers 111, who have not been served advertising subject to the survey, are also selected and served the survey URL by the ad server 130 to display the same pop-up survey window 121. The survey results 140 are collected by the ad server, analyzed, and input into an optimization system 150 that can thereafter be used by the decisioning logic 160 to decide which ads to serve to which sites/channels/mediums. . The ad server 130 records tracking information 170 concerning which ads have been served to which pages for each ad served and includes the desired metric data such as date-time, actions (impressions, click-throughs, sales, etc.), media, page- position, person id, etc. required for any fee collection from advertisers or any revenue disbursement to Web pages displaying the ads. To aid in tracking unique actions, an optional cookie server 180 can be employed as a proxy for those browsers that do not support cookies or have them turned off or filtered. The ad serving system typically can include load balancers (not shown), such as Cisco/Arrowpoint CS 800's performing layer 7 polling with HTTP "get" calls every
1-3 seconds, to evenly distribute the requests to the as servers. The ad servers 130 will typically consist of 32-36 Pentium III processors running at 600-800 MHz, each having 1-2 GB of RAM and 36GB hard drives. Server software can be C++ compiled and running on FreeBSD, being held together with Chron, Perl, and Perlscripts, and could also be ported to Linux, A/UX, Windows NT, and Sun Solaris. Typical cookie server 180 hardware can include multi-processor systems with raid arrays and 4GB of RAM, running on Linux or FreeBSD and communicating with the ad server via TCP. The ad and survey database 190, 140 hardware can typically include a pair of Sun 4500 processors and an EMC raid array with MySQL database management software. Cached ads can be served from the ad database 190 via NFS mount to the ad server 130. Basic steps for performing the invention are shown in figure 2. A banner ad is served to a Web page at 200, with either the ad / format / medium / site / channel being subject 210 or not subject 220 to the survey. Upon an event, such as page exit or the end of the impression (or a predetermined time thereafter), code on the page activates a pop-up survey 230. Results are collected 240, and analyzed 250 to thereafter be used for decisioning 260, such as by an optimization system 262 or advertiser selected means 264. An example of the type of code that is served to the web publishers along with the code that loads the banner page looks like this: <SCRIPT LANGUAGE="JavaScript" SRC="http://63.147.117.138/cgi-bin/checkload.cgi?lΛ2Λ3"></SCRIPT> This tells the ad server: • what advertiser this is at 1 ; • what survey of theirs it is that matches up with the banner (in case an advertiser is running more then one survey) at 2; and • what site this is (used to lookup what channel its on, or other site attributes) at 3. The "checkload.cgi" command does some decisioning to figure out whether or not to serve a pop-up at this time, checking to see if the required number of responses
were already gathered or not, checking to see if the max number of surveys for this site or medium were already collected, etc. If the result of the decisioning decides a survey should be shown, it serves this code to pop up a window 300, as shown in figure 3: print "document. write('<BODY OnUnload=window.open(\"http://63.147.117.138/cgi-bin/serve.cgi?$idlΛ$id2Λ$id 3\",\"name\",\"toolbar=no,location=no,directories=no,status=no,menubar=no,sc rollbars=yes,resizable=no,height=400,width=500\");')"; Although this system has been described above as providing ad-serving decisioning and may be used to automatically make decisions regarding which formats / mediums / sites / channels / banners etc. are best, it is not meant to be a limitation. Indeed, it is also possible, and within the scope of the present invention, to simply report information to the advertisers and let them do this decisioning via any method they desire, such as more manual process.
Claims
1. A method for measuring branding, positioning, and related effectiveness of Internet advertising, comprising: delivering advertising banners to web pages viewed by users; delivering pop-up survey windows to said users upon the occurrence of a specified event; collecting survey results; and analyzing said results.
2. The method of claim 1, wherein said delivering of pop-up survey windows includes delivery of questions subjecting to survey one of the group consisting of ads, formats, medium, sites, channels, and combinations thereof.
3. The method of claim 2, further comprising delivering pop-up survey windows to a control group of users.
4. The method of claim 3, wherein said control group of users is defined as a set of users viewing web pages not subj ect to at least one of a set of survey conditions.
5. The method of claim 4, wherein said pop-up survey windows include questions related to branding, positioning, and user demographics.
6. The method of claim 5, wherein said analyzing of results includes measuring relative effectiveness of one of the group consisting of ads, formats, medium, sites, channels, and combinations thereof.
7. The method of claim 6, further comprising using data related to said relative effectiveness for the purpose of ad placement decisioning.
8. The method of claim 6, further comprising feeding data related to said relative effectiveness to an ad serving optimization system.
9. The method of claim 6, further comprising outputting data related to said relative effectiveness to an advertiser.
10. The method of claim 1, wherein said specified event is selected from the group consisting of page exit, an end of an ad impression, and a predetermined time after an end of an ad impression.
11. The method of claim 1 , further comprising decisioning subsequent ad serving based on factors selected from the group consisting pf which ad it is, which site it appears on, which channel a site it appears on is in, characteristics of the web site it appears on, which medium said ad appears through, and combinations thereof.
12. The method of claim 11, wherein said decisioning is based on characteristics of the web site it appears on selected from the group consisting of background color, subject matter, and banner location.
13. The method of claim 11 , wherein said decisioning is based on a medium said ad appears through selected from the group consisting of audio ads, banner ads, wireless ads, and rich media ads.
14. An apparatus for measuring branding, positioning, and related effectiveness of Internet advertising, comprising: a web page server connected to said Internet; an ad server connected to said Internet; an ad database connected to said ad server; and at least one user computer connected to said Internet and having a browser display and a user input means, wherein an HTML file is displayed by said browser display and includes: code to display ads served by said ad server; code to display a pop-up survey window served by said ad server upon the occurrence of a specified event; and code to allow collection of survey result data by said ad server.
15. The apparatus of claim 14, further comprising storage means associated with said ad server to store said survey result data.
16. The apparatus of claim 14, further comprising logic means associated with said ad server to analyze said survey result data.
17. The apparatus of claim 14, wherein said specified event is selected from the group consisting of page exit, an end of an ad impression, and a predetermined time after an end of an ad impression.
18. The apparatus of claim 16, further comprising means for decisioning subsequent ad serving based on factors selected from the group consisting of which ad it is, which site it appears on, which channel a site it appears on is in, characteristics of the web site it appears on, which medium said ad appears through, and combinations thereof.
19. The apparatus of claim 18, wherein said means for decisioning factors in characteristics of the web site it appears on selected from the group consisting of background color, subject matter, and banner location.
20. The apparatus of claim 18, Wherein said means for decisioning factors in a medium said ad appears through selected from the group consisting of audio ads, banner ads, wireless ads, and rich media ads.
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| AU2002225596A AU2002225596A1 (en) | 2000-11-02 | 2001-11-02 | Apparatus and method for measuring branding, positioning, and related effectiveness of internet advertising |
Applications Claiming Priority (2)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| US70448200A | 2000-11-02 | 2000-11-02 | |
| US09/704,482 | 2000-11-02 |
Publications (3)
| Publication Number | Publication Date |
|---|---|
| WO2002037384A2 true WO2002037384A2 (en) | 2002-05-10 |
| WO2002037384A9 WO2002037384A9 (en) | 2003-02-13 |
| WO2002037384A8 WO2002037384A8 (en) | 2003-06-26 |
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Family Applications (1)
| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| PCT/US2001/042901 WO2002037384A2 (en) | 2000-11-02 | 2001-11-02 | Apparatus and method for measuring branding, positioning, and related effectiveness of internet advertising |
Country Status (2)
| Country | Link |
|---|---|
| AU (1) | AU2002225596A1 (en) |
| WO (1) | WO2002037384A2 (en) |
Cited By (6)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| EP1652136A1 (en) * | 2003-07-25 | 2006-05-03 | Peter Kassan | Improved e-commerce shopping cart |
| US7260783B1 (en) | 2003-07-08 | 2007-08-21 | Falk Esolutions Gmbh | System and method for delivering targeted content |
| US7398223B2 (en) | 1998-03-02 | 2008-07-08 | Insightexpress, L.L.C. | Dynamically assigning a survey to a respondent |
| WO2010059867A2 (en) * | 2008-11-21 | 2010-05-27 | Ace Metrix, Inc. | Methods and systems of measuring the effectiveness of advertising content and producing standardized advertising content effectiveness scores |
| US7809608B2 (en) | 2003-07-25 | 2010-10-05 | Peter Kassan | System and method to prevent termination of on-line transactions |
| US8627356B2 (en) | 2009-03-13 | 2014-01-07 | Simulmedia, Inc. | Method and apparatus for television program promotion |
-
2001
- 2001-11-02 WO PCT/US2001/042901 patent/WO2002037384A2/en not_active Application Discontinuation
- 2001-11-02 AU AU2002225596A patent/AU2002225596A1/en not_active Abandoned
Non-Patent Citations (1)
| Title |
|---|
| No Search * |
Cited By (10)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| US7398223B2 (en) | 1998-03-02 | 2008-07-08 | Insightexpress, L.L.C. | Dynamically assigning a survey to a respondent |
| US7260783B1 (en) | 2003-07-08 | 2007-08-21 | Falk Esolutions Gmbh | System and method for delivering targeted content |
| EP1652136A1 (en) * | 2003-07-25 | 2006-05-03 | Peter Kassan | Improved e-commerce shopping cart |
| EP1652136A4 (en) * | 2003-07-25 | 2008-03-05 | Peter Kassan | Improved e-commerce shopping cart |
| US7809608B2 (en) | 2003-07-25 | 2010-10-05 | Peter Kassan | System and method to prevent termination of on-line transactions |
| US20110022458A1 (en) * | 2003-07-25 | 2011-01-27 | Peter Kassan | System and method to prevent termination of on-line transactions |
| US8554633B2 (en) | 2003-07-25 | 2013-10-08 | Lot 9 Acquisition Foundation, Llc | System and method to prevent termination of on-line transactions |
| WO2010059867A2 (en) * | 2008-11-21 | 2010-05-27 | Ace Metrix, Inc. | Methods and systems of measuring the effectiveness of advertising content and producing standardized advertising content effectiveness scores |
| WO2010059867A3 (en) * | 2008-11-21 | 2010-08-19 | Ace Metrix, Inc. | Methods and systems of measuring the effectiveness of advertising content and producing standardized advertising content effectiveness scores |
| US8627356B2 (en) | 2009-03-13 | 2014-01-07 | Simulmedia, Inc. | Method and apparatus for television program promotion |
Also Published As
| Publication number | Publication date |
|---|---|
| WO2002037384A9 (en) | 2003-02-13 |
| AU2002225596A1 (en) | 2002-05-15 |
| WO2002037384A8 (en) | 2003-06-26 |
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