WO2008130268A2

WO2008130268A2 - Method and system for diffusing and controlling the efficiency of advertising in mass media

Info

Publication number: WO2008130268A2
Application number: PCT/RU2008/000113
Authority: WO
Inventors: Oleg Olegovich Teterin
Original assignee: Obshchestvo S Ogranichennoy Otvetstvennostyu 'superfone'
Priority date: 2007-02-28
Filing date: 2008-02-28
Publication date: 2008-10-30
Also published as: RU2007107483A; WO2008130268A3

Abstract

The invention relates to systems and interactive systems for controlling and monitoring the advertising efficiency in mass media. Said invention makes it possible to reduce a time for processing the results of the study of theadvertising efficiency. The inventive method consists in forming an advertising message and a message identification media code by means of a server and in transferring said message and code to a mobile terminal of a communications network and in loading an enclosure, which makes it possible to pay to a subscriber of a mobile terminal a cash award of an advertiser, on said mobile terminal from the server for monitoring the advertising efficiency. The user inputs the above mentioned media code from the loaded enclosure and transmits a message with said media code to the corresponding abbreviated telephone number of the server which is used for monitoring the advertising efficiency and on which the received media code is identified and the messages with respective media codes received from the subscribers are counted.

Description

The method and system of distribution and control of the effectiveness of advertising in the media.

Description

FIELD OF THE INVENTION

The present invention relates to systems for advertising goods and services, and, in particular, to interactive systems for monitoring and monitoring the effectiveness of advertising of goods and services in the media.

State of the art

Currently, manufacturers of goods and services are striving to provide potential buyers with as much information as possible about their goods and services, using different types of information, such as radio, television, print, Internet broadcasting and popularity, each of which has many carriers advertising (certain brands - the names of newspapers or magazines, television programs, etc.).

However, there is a need to increase the efficiency of providing the user with advertising and reference information, as well as providing the advertiser with reliable information about the effectiveness of their advertising in the relevant media.

Thus, in the prior art, a distribution system of advertising messages for mobile networks is known, application EA 200501816, published on 08.25.2006, which discloses a method and system for the automated distribution of advertising messages, including generating advertising information, providing advertising information, receiving a subscriber with a mobile communication device, at least least advertising information provided by the device for generating advertising messages, storage of at least advertising information received, transmission and presentation of advertisements the most information selected from the stored received advertising information to the user of the recipient’s mobile communication device when transmitting a connection request to the recipient’s mobile communication device, and the packet of advertising messages including at least one advertising message is generated taking into account the classification features of mobile subscribers communication, for example, only for women, only for users with a specific phone model and others, generating requests for the possibility of receiving said advertising message packages and transmitting said advertising message packages to mobile communication devices of subscribers, provided that it is possible to receive said advertising message packages.

The indicated system is intended for sending advertising and informational messages taking into account the classification features of mobile communication subscribers, as well as charging conventional units to the subscriber’s account, depending on the number of viewed advertising messages.

The disadvantages of the known system include the inability to monitor the effectiveness of advertising carried out by the advertiser in various media and to inform the advertiser about the effectiveness of such advertising.

Therefore, there is a need to create an improved method and system using a mobile communication network to control and monitor the effectiveness of advertising information provided by the advertiser in the relevant media, as well as providing the advertiser with reliable information about the effectiveness of their advertising.

Disclosure of invention

The objective of the present invention is to provide a method and system for the distribution and control of the effectiveness of advertising in the media through a wide mobile network.

The technical result of the proposed invention is, in particular, increasing the effectiveness of monitoring advertising in the relevant media by encouraging the user of the mobile terminal to view it and participate in monitoring advertising, reducing the cost of the advertiser, reducing the time it takes to process the results of research on the effectiveness of a particular advertisement.

According to the proposed invention, the specified technical result is achieved using the features of the claims. Preferred embodiments are provided in the dependent claims and the description.

A method for monitoring the effectiveness of advertising, which consists in the fact that an advertising message is generated and presented to the user of the mobile terminal of the communication network via the appropriate media on the server for monitoring the effectiveness of the advertisement, containing: the actual advertising message about the advertised product or service and a media code identifying the specified advertising message and the media through which the specified advertising is distributed the message is downloaded from the server for monitoring the effectiveness of advertising to the mobile terminal of a subscriber of a communication network an application providing: the possibility of charging a subscriber of a mobile terminal a monetary reward to his account by debiting funds from the advertiser's account and connecting the mobile terminal of the subscriber to the communication network with the corresponding short telephone number of the advertising performance monitoring server, then the user enters the specified media code by means of the downloaded and installed in the mobile terminal of the subscriber of the communication network of the application, and sending a message containing the specified honey the code for the corresponding short telephone number of the server for monitoring the effectiveness of advertising, on the server for monitoring the effectiveness of advertising, the received media code is identified and the number of messages received from subscribers with the corresponding media codes is calculated, based on the result of which the effectiveness of advertising in the appropriate media is determined and the corresponding monetary reward from the advertiser’s account to the subscriber’s account.

Additionally, the corresponding short access number to the server for monitoring the effectiveness of advertising can also be indicated in the advertising message.

Additionally, the corresponding media code identifies the time and territorial location of the distribution of the advertising message.

Additionally, received messages are counted containing a media code that identifies the advertisement of the respective advertiser of a product or service in the appropriate media information tool and / or they are counted received messages containing media codes from one subscriber, as a result of which a corresponding monetary reward is calculated depending on the number of viewed advertising messages and accordingly transmitted subscriber messages. Additionally, they provide the user of the mobile terminal of the communication network with access to account status information.

Additionally, the advertising message is distributed through the TV and / or radio and / or Internet media.

Additionally, the advertising message includes, in particular, text data and / or graphic data and / or audio and / or video data.

An advertising performance monitoring system is also proposed, including, in particular, an advertising performance monitoring server interconnected with a bank clearing center, a data storage device, and a mobile communications network including, in particular, a billing center, and mobile subscribers' terminals, moreover, an advertising performance monitoring server made with the possibility of: forming and presenting to the user a mobile terminal of the communication network through the appropriate media advertising message containing, with only an advertising message about the advertised product or service and a media code that identifies the specified advertising message and the media through which the specified advertising message is distributed, downloads to the mobile terminal of the communication network subscriber a free application that provides: the ability to charge the subscriber of the mobile terminal a monetary reward to his account, by debiting funds from the advertiser's account and making a connection to the mobile terminal of the subscriber of the communication network in accordance with With the short telephone number of the advertising performance monitoring server, the user of the mobile terminal enters the media code indicated in the advertising message through the application downloaded and installed on the mobile terminal and sends a message containing the specified media code to the corresponding short telephone number of the advertising performance monitoring server, and the monitoring server advertising efficiency identifies and compares media codes, counts the number received from subscribers The message with the appropriate media codes, from the result which determine the effectiveness of advertising in appropriate media and appropriate transfer of monetary reward from the advertiser's account opened bank mobile or billinogovom cent corresponding to the subscriber's account.

Brief Description of the Drawings FIG. 1 is a block diagram illustrating a distribution system and monitoring the effectiveness of advertising in the media.

The presented drawing is included to provide an additional understanding of the invention, and illustrate the implementation of the invention in conjunction with the description.

The implementation of the invention

A unique system of mediametry of advertising objects (radio, television, outdoor, press, Internet) via mobile phones “OUTDOORFONE”, “RADЮFONE”, “TVFONE”, “MAGAZINEFONE”, “INTERNETFONE” is proposed.

Thanks to a survey of subscribers on a paid basis, at the expense of advertisers, the media get a unique opportunity to analyze the audience of any media with a more representative sample. In fact, not by sampling, but by total coverage, through the existing network of mobile (cellular) subscribers of the country.

The method is based on downloading a special free application for a mobile phone of a subscriber not associated with the advertised product. The software application is designed to connect a mobile terminal of a subscriber of a communication network, by means of a dedicated telephone number of an advertising performance monitoring server, to enable a subscriber of a mobile terminal to pay a monetary reward to his account in response to a subscriber transmitting messages that allow monitoring and monitoring the effectiveness of advertising of goods services in various media (media).

By advertising this product, the subscriber sees the advertisement decides to download this application. Downloading this application is carried out after the subscriber sees the application’s advertisement in traditional outdoor advertising media (on the radio / television, in the press). In fact, in parallel with the advertising of a product or service, the subscriber participates in the action "monitoring the effectiveness of this advertisement)). After seeing the advertisement, the subscriber decides to send the media code (numbers, letters indicated in the advertising and information message) to a special short number for special short messages (CMC messages). Further, the system recognizes numbers and letters and determines, thanks to which message placed in traditional advertising media, the subscriber sent CMC. Further, the program makes an automatic conclusion that after seeing such an advertisement, so many subscribers sent so much CMC, which leads to conclusions about the effectiveness of this type of advertising medium, time when the subscriber saw the advertising information image and what the subscriber saw. The peculiarity of this technology is that the advertised service, which should attract the attention of the subscriber, must be very popular, for example, daily, every minute needs of a person: air, water, food, mobile communications, and so that the subscriber spends every day on these needs money, and the proposed service provides these needs if you send a free CMC message - for free. It’s also possible to personally type the brand name in an advertisement in order to send it a short number and download a free program that is interesting to all 100% of mobile subscribers, as It allows all 100% of subscribers to compensate up to 100% of the cost of mobile communications and even more, i.e. generate income.

The main and preferred embodiments of the present invention will be described in detail below.

On the server for monitoring the effectiveness of advertising, an advertising message is generated and presented to the user of the mobile terminal of the communication network through the appropriate media containing the advertising message about the advertised product or service and a media code identifying the specified advertising message and the media through which the specified advertising message is distributed,

In a preferred embodiment of the invention, a free application is downloaded from the advertising effectiveness monitoring server 1 to the mobile terminal of the subscriber 2 of the communication network 3, for example, made using a JAVA applet and containing, in particular, a link to the advertising effectiveness monitoring server number for automatic direct connection. As well as providing the possibility of charging a subscriber of a mobile terminal a monetary reward to his account by transferring the identification number of the mobile terminal to the advertiser's server to charge his number (account number, for example, an account in a mobile billing center or bank 4) of the corresponding monetary reward for a certain the number of transmitted messages containing media codes of advertisers of goods and services. The user, in the process of viewing advertisements, enters through the downloaded and installed on the mobile terminal subscriber 2 communication networks 3 applications, the specified media code and sends a message containing the specified media code to the corresponding short telephone number advertiser’s server. The advertising effectiveness monitoring server 1 carries out: identification of the received media code using the database stored in the data storage device (DB) of 5 previously stored and interpreted media codes, and counting the number of messages received from subscribers with the corresponding media codes, according to the result of which the rating is formed relevant media having high efficiency of advertising in them and determine the effectiveness of a particular advertisement in the relevant medium media, to inform advertisers and calculate the corresponding monetary reward on the subscriber’s account, provided by the settlement center or bank 6, moreover, the calculation of remuneration can be differentiated depending on the rating of the media, the more popular the media, the cost of one message with a media code is lower or vice versa.

The network of the mobile service provider 3 is a set of devices that provide interaction between the mobile operator, users of mobile communication terminals, and the means of a server for monitoring the effectiveness of advertising.

A data storage device (database) 5, designed to collect, manage, store data, and integrates, converts, and directly stores data, and also provides data for analysis and interpretation.

The data storage device includes at least the following databases: databases of subscribers with personal attributes, databases of user accounts, databases with information about the calculated number of advertising messages viewed by the subscriber and the amount of monetary reward (i.e. messages with a copper code), a database of media codes to ensure the correspondence of advertising messages of advertisers and the media in which they are placed, and a database of advertising accounts givers.

The server for monitoring the effectiveness of advertising 1, provides control over the process of forming the interpretation, comparison and analysis of advertising messages to ensure the correspondence of the media codes, advertising messages of advertisers and the media in which they are placed, as well as the process of calculating a monetary reward (bonus), to the subscriber’s account using information related databases. Performance Monitoring Server The advertiser carries out a request for information: from the database of information on the calculated number of advertising messages viewed by the subscriber and the amount of the monetary reward, from the database of subscriber accounts of information about the subscriber's account for transferring to it from the advertiser's account the aforementioned amount of remuneration identified in the database of accounts of advertisers.

The advertising effectiveness monitoring server 1 is connected via communication channels (Ethernet, WLAN, etc.) to a data storage device 3, as well as to the network of a mobile operator 3 and a payment center or bank 6. Mobile terminals of users 2 are also connected to the network of a mobile operator 3 .

According to the present invention, as a mobile terminal, in particular, a handheld computer or communicator or any other types of similar communication devices that can communicate with a mobile communication network can be used. The mobile terminal also contains a Subscriber Identity Module (MIA) for providing this method and supports a JAVA software application. To download the software application and its execution, the functionality of the toolkit of the applied programs of the MIA is used. If necessary, secure data transmission can be used, while a protected mechanism is used for the toolkit of MIA application programs.

As information identifying the user of the mobile communication terminal, in particular, IMSI (international identification of the mobile subscriber) or MSISDN (mobile subscriber number of a digital network with integrated services) or other well-known numbers allowing to identify the subscriber as a user of a mobile communication network are used.

Also, in a preferred embodiment of the invention, all necessary identification data for identifying a user of a mobile terminal can be obtained from a database of subscribers of a mobile radio communication network to which the advertiser’s server has access. The identification data contains at least the subscriber’s address, an additional address to replenish the account.

The technology of transferring and downloading software applications installed on a mobile terminal can also use the broadcast short service for all subscribers of a mobile communication network located in the coverage area of a communication network or in the area adjacent to points of sale or provision of advertised services. The transfer of the free application, in particular, can also be carried out, for example, at certain times of the day, for example, taking into account the time of the release of advertising, as well as taking into account the loading of the mobile communication network.

In addition, the process of transmitting a message and calculating monetary rewards can be used by trusted authorities, and is provided with a digital signature or identification numbers.

The scope of the present invention has wider application and is not limited to these examples of implementation.

Claims

CLAIM

1. The method of distribution and monitoring the effectiveness of advertising in the media, which consists in the fact that on the server monitoring the effectiveness of advertising generate and present to the user of the mobile terminal of the communication network through the relevant media advertising messages containing the actual advertising message about the advertised product or service and media a code identifying the specified advertising message and the media through which the specified advertising message is distributed, download a free application from the server of monitoring the effectiveness of advertising to the mobile terminal of the subscriber of the communication network, providing: the ability to charge the subscriber of the mobile terminal a monetary reward to his account by debiting funds from the account of the advertiser and connecting the mobile terminal of the subscriber of the communication network to the corresponding short telephone number of the monitoring server the effectiveness of advertising, the user enters through downloaded and installed in the mobile terminal an application communication network’s subscriber, the specified media code and sends a message containing the specified media code to the corresponding short telephone number of the advertising performance monitoring server, on the advertising performance monitoring server: identify the received media code and count the number of messages received from subscribers with the appropriate media codes, by the result, which determines the effectiveness of advertising, in the appropriate media, and transfer the corresponding monetary reward from the advertiser’s account to the subscriber’s account.

2. The method according to claim 1, characterized in that the corresponding short access number to the server for monitoring the effectiveness of advertising can also be additionally indicated in the advertising message.

3. The method according to claim 1, characterized in that the corresponding media code further identifies the time and place of distribution of the advertising message.

4. The method according to claim 1, characterized in that the received messages are calculated containing a media code that identifies the advertising message for each advertiser of a product or service in the appropriate media.

5. The method according to claim 1, characterized in that the received messages containing media codes are counted from each subscriber separately, as a result of which a corresponding monetary reward is calculated depending on the number of messages transmitted by the subscriber.

6. The method according to p. 1, characterized in that they provide the user of the mobile terminal of the communication network access to information about the status of the account.

7. The method according to p. 1, characterized in that the advertising message is distributed through the body and / or radio and / or the Internet media.

8. The method according to p. 1, characterized in that the advertising message includes, in particular, text data and / or graphic data and / or audio and / or video data.

9. The method according to p. 1, characterized in that the mobile terminal is a mobile phone or communicator.

10. A system for disseminating and monitoring the effectiveness of advertising in the media, comprising: an advertising performance monitoring server interconnected with a bank settlement center, and a mobile communication network including, in particular, a billing center, and mobile subscribers' terminals, the advertising performance monitoring server with the possibility of: forming and presenting to the user a mobile terminal of the communication network through the appropriate media advertising message containing, in fact a message about the advertised product or service and a media code that identifies the specified advertising message and the media through which the specified advertising message is distributed, downloads to the mobile terminal of the subscriber of the communication network a free application that provides: the possibility of charging the subscriber of the mobile terminal with a monetary reward to his account, by debiting funds from the advertiser's account and connecting the mobile terminal of the subscriber to the communication network with the corresponding otkim telephone number server monitoring the effectiveness of advertising, the user of the mobile terminal carries out input by downloaded and installed in a mobile terminal application, of the media advertising message code and sends a message containing the code on said media corresponding short number dialing monitoring the effectiveness of advertising server, to the server monitoring the effectiveness of advertising, identify the received media code and calculate the number of messages received from subscribers with the corresponding media codes, by the result of which they determine the effectiveness of advertising in the relevant media, and transfer the corresponding monetary reward from the advertiser’s account opened in a bank or billioc center for mobile communications the corresponding subscriber’s account with a bank or mobile billing center.

11. The system of claim 10, characterized in that the corresponding short access number to the server for monitoring the effectiveness of advertising can also be additionally indicated in the advertising message.

12. The system of claim 10, wherein the corresponding media code further identifies the time and place of distribution of the advertising message.

13. The system according to p. 10, characterized in that the received messages containing a media code identifying the advertising message for each advertiser of a product or service in the corresponding media information tool are counted on the advertising effectiveness monitoring server.

14. The system according to claim 10, characterized in that on the server for monitoring the effectiveness of advertising, received messages containing media codes are counted from each subscriber separately, as a result of which a corresponding monetary reward is calculated depending on the number of messages transmitted by the subscriber.

15. The system according to p. 10, characterized in that they provide the user of the mobile terminal of the communication network access to information about the status of the account.

16. The system according to p. 10, characterized in that the advertising message is distributed through the body and / or radio and / or the Internet media.

17. The system according to p. 10, characterized in that the advertising message includes, in particular, text data and / or graphic data and / or audio and / or video data.

18. The system of claim 10, wherein the mobile terminal is a mobile phone or communicator.