AU2014101405A4 - Advertising system and method - Google Patents

Abstract

Abstract ADVERTISING SYSTEM AND METHOD A computer-implemented method and system for advertising are disclosed. The method comprises: receiving an order for an advertising campaign, the order comprising merchant details, and a plurality of parameters of the advertising campaign; generating an advertisement corresponding to the order, the advertisement being in form suitable for broadcast and having at least one keyword and a URL embedded therein; generating integration means to integrate the advertisement; the integration means including creation of at least a landing site associated with the URL and accessible by the at least one keyword; broadcasting the advertisement at least via transient broadcasting means and enabling the integration means upon the advertisement being broadcast; and monitoring the integration means to determine effectiveness measures of the advertisement. Consumer Broadcaster Device 2 onsAumer Device Network Webpage linked to 210 Advertisement-related Merchant Device Fig. 2A

Description

- 1 ADVERTISING SYSTEM AND METHOD Technical Field [0001] The present invention relates generally to advertising and, in particular, to advertising via broadcast and internet methods. Background [0002] Use of electronic devices in everyday business and personal tasks is increasingly standard. Advertising methods have been developed for use in the online environment accordingly. [0003] Online advertising methods particularly relate to use of search engine marketing (SEM), e.g., Google AdWordsTM. However, use of SEM for advertising purposes has several issues. SEM may be effective if a consumer does not recall a specific web address, and uses a quick online search to try and locate their desired product or service. The merchant's brand or advertisement usually needs to be one of the first to appear in search results to attract a consumer's attention. In a crowded sector, consumers may be overwhelmed by thousands of results and be unlikely to investigate lower search results. [0004] While GoogleTM has the monopoly advantage of being able to target based on specific keyword searches with SEM, it is within the single media area of online searching. In the mobile environment where screen space is premium, GoogleTM delivers pull ads ahead of the organic search results or content. [0005] SEM advertising methods often have low cost entry. However, such methods are subject to variable pricing from competition. Such advertising methods are termed "pull" methods as consumer interaction is required (e.g. running a search or clicking a link) for such advertising to be viewed or effective. Additionally, SEM advertising is provided to a consumer based upon a projection of what a consumer is likely to want to buy, rather than what the consumer actually wants to buy. Further, such advertising methods often charge a merchant for "click-throughs" each time a potential consumer clicks a link associated with an advertisement. If the click-throughs do not result in a purchase, the cost of advertising increases for the merchant, with no return.

-2 [0006] Some online advertising techniques rely on cookies embedded in fixed browsers for tracking effectiveness of "pull" advertising. However, such cookies are generally excluded from tracking ads served across mobile platforms. Accordingly, tracking of mobile users is limited. [0007] Advertising has traditionally made use of "push" advertising methods, in which a product is projected to consumers, e.g., by television (TV) or radio broadcast, or newspaper. Such advertising methods are often expensive and difficult to quantify in terms of return. Such "push" methods have not been widely adapted for online advertising, and have decreased in popularity. [0008] Whether the "push" or "pull" methods discussed are used, the effectiveness of an advertising campaign is often difficult to quantify. If certain aspects of an advertising campaign are found ineffective, adjusting, targeting and updating the advertising campaign may be difficult and/or expensive to achieve quickly. [0009] A need exists to address or ameliorate at least one shortcoming of current advertising techniques. Summary [0010] According to a first aspect of the present disclosure, there is provided a computer implemented method for advertising, the method comprising: receiving an order for an advertising campaign, the order comprising merchant details, and a plurality of parameters of the advertising campaign; generating an advertisement corresponding to the order, the advertisement being in form suitable for broadcast and having at least one keyword and a URL embedded therein; generating integration means to integrate the advertisement; the integration means including creation of at least a landing site associated with the UR and accessible by the at least one keyword; broadcasting the advertisement at least via transient broadcasting means and enabling the integration means upon the advertisement being broadcast; and monitoring the integration means to determine effectiveness measures of the advertisement.

-3 [0011] A further aspect of the present disclosure provides a system for advertising, the system comprising: (i) at least one server computer: the at least one server computer comprising at least one module configured to: receive an order for an advertising campaign; generate an advertisement corresponding to the order, the advertisement being generated for broadcast and having at least one keyword and a Uniform Resource Locator (URL) embedded therein; generate integration means to integrate the advertisement, the integration means including creation of at least a landing site associated with the URL and accessible via the at least one keyword; enable the integration means upon broadcast of the advertisement; and monitor the plurality of means to integrate the advertisement to determine effectiveness measures of the advertisement; (ii) a merchant device configured to communicate the order to the at least one server computer; and receive the determined effectiveness measures of the advertisement from the at least one server computer; and (iii) a broadcaster arrangement configured to receive the advertisement and at least one broadcast parameter from the at least one server computer; and broadcast the advertisement according to the at least one broadcast parameter via at least transient broadcasting means; a consumer device operable by a consumer recipient of the broadcast advertisement, is configured to access the landing site generated by the server computer via at least one of the URL and the at least one keyword. [0012] A yet further aspect of the present disclosure requires a system for electronic and radio advertising, the system comprising: (i) an audio advertisement stored on a first server computer, the audio advertisement comprising content including at least one keyword and a URL; (ii) a broadcast arrangement adapted to: receive the audio advertisement and at least one broadcast parameter from the first server computer; and broadcast the audio advertisement via radio frequency transmission according to the at least one broadcast parameter; (iii) a landing site hosted by a second server computer and associated with the URL and the at least one keyword, the landing site being accessible by at least one consumer device via the URL and/or the at least one keyword upon broadcast of the audio advertisement; and (iv) a consumer portal executable on the second server computer to monitor access of the landing site by the consumer devices to determine effectiveness measures of the audio advertisement. [0013] A yet further aspect of the present disclosure provides an advertising server system comprising: at least one server computer having at least one processor, the at least one processor operable to execute: a first module to receive an order for an advertising campaign; a second module to generate an advertisement corresponding to the order, the -4 advertisement being generated for broadcast and having at least one keyword and a Uniform Resource Locator (URL) embedded therein; a third module to generate a plurality of means to integrate the advertisement, the integration means including creation of at least a landing site associated with the URL and accessible via the at least one keyword; a fourth module to communicate the advertisement to a broadcaster arrangement, by which the broadcaster arrangement broadcasts the advertisement; a fifth module to enable the integration means to integrate the advertisement upon broadcast of the advertisement by the broadcaster arrangement; and a sixth module to monitor access of the landing site by at least one consumer device and to determine effectiveness measures of the advertisement, the landing site being accessible by the at least one consumer device via the URL and/or the at least one keyword. [0014] Other aspects of the invention are also disclosed. Brief Description of the Drawings [0015] At least one exemplary embodiment of the present invention will now be described with reference to the drawings, in which: [0016] Fig. 1 forms a schematic block diagram of a general purpose computer system upon which arrangements described can be practiced; [0017] Fig. 2A shows an integrated advertising system 200; [0018] Fig. 2B shows structure of a software application 133 of the advertising system 200; [0019] Fig. 3 shows an outline method for integrated advertising; [0020] Fig. 4 shows a directory web page; [0021] Fig. 5 shows a landing site associated with a broadcast advertisement; and [0022] Fig. 6 shows a flowchart of steps completed by a broadcaster. Detailed Description including Best Mode -5 [0023] Where reference is made in any one or more of the accompanying drawings to steps and/or features, which have the same reference numerals, those steps and/or features have for the purposes of this description the same function(s) or operation(s), unless the contrary intention appears. [0024] It is to be noted that the discussions contained in the "Background" section and that above relating to prior art arrangements relate to discussions of documents or devices which form public knowledge through their respective publication and/or use. Such should not be interpreted as a representation by the present inventor(s) or the patent applicant that such documents or devices in any way form part of the common general knowledge in the art. Overview [0025] "Pull" methods, such as Google AdWordsTM and keyword searching, are increasingly dominant advertising methods. Such pull methods increasingly cut out the "push" advertising in traditional areas such as radio and television, in which products are pushed towards the consumer's consciousness rather than the consumer directly searching, or receiving an advertisement as a result of a profile. However, such "push" techniques are "open loop" in that there is no direct link between the advert and the consumer. In internet based pull advertising, the loop is closed in that the consumer's (user's) keywords result in adverts being selectively sent to the consumer, whereas other adverts are sent to other consumers. [0026] The Radio Advertising Effectiveness Lab (RAEL) in America has carried out research into radio and online interaction which shows that when using the two mediums together the result is stronger than using online on its own. Their findings are as follows: Unaided Recall (Adults 18-54) Aided Recall (Adults 18-54) Two internet Ads = 6% Two internet Ads = 25% One internet, one radio = 27% One internet, one radio = 58% Source: American, RadioAdLab.org [0027] It has been shown by the Interactive Advertising Bureau of Australia (IAB) and Radio Advertising Bureau (RAB) that including an ON AIR push component to an online campaign can significantly improve the online campaign ad effectiveness for an online site.

-6 [0028] The present application provides a "closed loop" advertising method and system which integrates a broadcast advertising campaign with online media and "closes the loop" by providing metrics of effectiveness of the whole (two media) campaign at affordable cost. The disclosed advertising method and system are particularly aimed at small to medium enterprises (SMEs), who would not normally consider using broadcast advertising, and/or at markets where neither broadcast services nor online advertising alone are individually strong. [0029] The closed loop advertising system comprises an integrated specially designed "push" broadcast advertisement in combination with online spot advertising and a means to measure effectiveness of the broadcast. The broadcast advertising comprises a short (e.g., 15 second) audio or audio-visual advertisement reflecting a substantially rigid ad structure which contains an anchor linking the broadcast to cross-media (e.g., internet) advertising. The anchor typically comprises at least one keyword and a Uniform Resource Locator (URL). The at least one keyword and URL provide a means of bringing a consumer into the "pull" domain and a means of tracking effectiveness of the advertisement. The URL directs a consumer who views or hears the broadcast to a specialised webpage, known as a landing site. The landing site is associated with the broadcast advertisement. Metrics corresponding to hits on the landing site are recorded so that a merchant using the closed loop advertising service can determine the effectiveness of the advertisement by viewing webpage real time metrics. The short broadcast is designed to minimise advertising costs and the provision of metrics to measure effectiveness of the broadcast. They keyword may be recorded as a code in online ordering or during in-person or telephone transactions for use in generating metrics. [0030] The closed loop advertising system is normally operated and administrated on a computer system. Computer Description [0031] Fig. 1 depicts a general-purpose computer system 100, upon which the various arrangements described can be practiced. [0032] As seen in Fig. 1, the computer system 100 includes: a computer module 101; input devices such as a keyboard 102, a mouse pointer device 103, a scanner 126, a camera 127, and a microphone 180; and output devices including a display device 114 and -7 loudspeakers 117. An external Modulator-Demodulator (Modem) transceiver device 116 may be used by the computer module 101 for communicating to and from a communications network 120 via a connection 121. The communications network 120 may be a wide-area network (WAN), such as the Internet, a cellular telecommunications network, or a private WAN. Where the connection 121 is a telephone line, the modem 116 may be a traditional "dial-up" modem. Alternatively, where the connection 121 is a high capacity (e.g., cable) connection, the modem 116 may be a broadband modem. A wireless modem may also be used for wireless connection to the communications network 120. The module 101 provides a server computer upon which arrangements of the advertising system and method disclosed herein are implemented. [0033] The computer module 101 typically includes at least one processor unit 105, and a memory unit 106. For example, the memory unit 106 may have semiconductor random access memory (RAM) and semiconductor read only memory (ROM). The computer module 101 also includes an number of input/output (1/O) interfaces including: an audio-video interface 107 that couples to the video display 114, loudspeakers 117 and microphone 180; an 1/O interface 113 that couples to the keyboard 102, mouse 103, scanner 126, camera 127 and optionally a joystick or other human interface device (not illustrated); and an interface 108 for the external modem 116. In some implementations, the modem 116 may be incorporated within the computer module 101, for example within the interface 108. The computer module 101 also has a local network interface 111, which permits coupling of the computer system 100 via a connection 123 to a local-area communications network 122, known as a Local Area Network (LAN). As illustrated in Fig. 1, the local communications network 122 may also couple to the wide network 120 via a connection 124, which would typically include a so-called "firewall" device or device of similar functionality. The local network interface 111 may comprise an Ethernet circuit card, a Bluetooth* wireless arrangement or an IEEE 802.11 wireless arrangement; however, numerous other types of interfaces may be practiced for the interface 111. [0034] The 1/O interfaces 108 and 113 may afford either or both of serial and parallel connectivity, the former typically being implemented according to the Universal Serial Bus (USB) standards and having corresponding USB connectors (not illustrated). Storage devices 109 are provided and typically include a hard disk drive (HDD) 110. Other storage devices such as a floppy disk drive and a magnetic tape drive (not illustrated) may also be used. An optical disk drive 112 is typically provided to act as a non-volatile source of data. Portable memory devices, such optical disks (e.g., CD-ROM, DVD, Blu-ray DiscTM), USB- -8 RAM, portable, external hard drives, and floppy disks, for example, may be used as appropriate sources of data to the system 100. [0035] The components 105 to 113 of the computer module 101 typically communicate via an interconnected bus 104 and in a manner that results in a conventional mode of operation of the computer system 100 known to those in the relevant art. For example, the processor 105 is coupled to the system bus 104 using a connection 118. Likewise, the memory 106 and optical disk drive 112 are coupled to the system bus 104 by connections 119. Examples of computers on which the described arrangements can be practised include IBM-PC's and compatibles, Sun Sparcstations, Apple MacTM or a like computer systems. [0036] The method of Fig. 3 may be implemented using the computer system 100 and associated processes may be implemented as one or more software application programs 133 executable within the computer system 100, as discussed in relation to Fig. 2B hereafter. In particular, the steps implemented by a service provider maintaining the module 101 of the method of Fig. 3 are effected by instructions in the software 133 that are carried out within the computer system 100. The software instructions may be formed as one or more code modules, each for performing one or more particular tasks. The software may also be divided into two separate parts, in which a first part and the corresponding code modules performs the advertising method and a second part and the corresponding code modules manage a user interface between the first part and the user. [0037] The software may be stored in a computer readable medium, including the storage devices described below, for example. The software is loaded into the computer system 100 from the computer readable medium, and then executed by the computer system 100. A computer readable medium having such software or computer program recorded on the computer readable medium is a computer program product. The use of the computer program product in the computer system 100 preferably effects an advantageous apparatus for implementing the disclosed advertising system and method [0038] The software 133 is typically stored in the HDD 110 or the memory 106. The software is loaded into the computer system 100 from a computer readable medium, and executed by the computer system 100. Thus, for example, the software 133 may be stored on an optically readable disk storage medium (e.g., CD-ROM) 125 that is read by the optical disk drive 112. A computer readable medium having such software or computer program -9 recorded on it is a computer program product. The use of the computer program product in the computer system 100 preferably effects an apparatus for implementing the disclosed advertising method . [0039] In some instances, the application programs 133 may be supplied to the user encoded on one or more CD-ROMs 125 and read via the corresponding drive 112, or alternatively may be read by the user from the networks 120 or 122. Still further, the software can also be loaded into the computer system 100 from other computer readable media. Computer readable storage media refers to any non-transitory tangible storage medium that provides recorded instructions and/or data to the computer system 100 for execution and/or processing. Examples of such storage media include floppy disks, magnetic tape, CD-ROM, DVD, Blu-ray T M Disc, a hard disk drive, a ROM or integrated circuit, USB memory, a magneto-optical disk, or a computer readable card such as a PCMCIA card and the like, whether or not such devices are internal or external of the computer module 101. Examples of transitory or non-tangible computer readable transmission media that may also participate in the provision of software, application programs, instructions and/or data to the computer module 101 include radio or infra-red transmission channels as well as a network connection to another computer or networked device, and the Internet or Intranets including e-mail transmissions and information recorded on Websites and the like. [0040] The second part of the application programs 133 and the corresponding code modules mentioned above may be executed to implement one or more graphical user interfaces (GUls) to be rendered or otherwise represented upon the display 114. Through manipulation of typically the keyboard 102 and the mouse 103, a user of the computer system 100 and the application may manipulate the interface in a functionally adaptable manner to provide controlling commands and/or input to the applications associated with the GUI(s). Other forms of functionally adaptable user interfaces may also be implemented, such as an audio interface utilizing speech prompts output via the loudspeakers 117 and user voice commands input via the microphone 180. Closed Loop Advertising System [0041] Fig. 2A shows an advertising system 200, including the server computer module 101, which is operated and maintained by a provider of the closed loop advertising service ("ADSERVICE"). The software application 133, stored on the memory 106, executes on the processor 105. The system 200 has at least one merchant device 202, at least one network -10 220, a broadcaster arrangement 206, and a consumer device 204, operable by a consumer 205. The network 220 may be the wide area communication network 120, or a similar type of network. The merchant device, broadcaster arrangement and consumer device 202, 206 and 204 may each be any type of electronic communication device, such as a laptop computer, desktop computer, tablet, smartphone or the like. The broadcast arrangement 206 is adapted for broadcast transmission, e.g., for radio frequency transmission, TV transmission, and the like. The consumer device 204 and the consumer 205 represent a plurality of consumer devices and consumer respectively. The devices 202 and 204 and the arrangement 206 communicate via the network 220 and operate via similar arrangements to those described in relation to the computer module 101 hereinbefore. In other embodiments, communication between a merchant or broadcaster and the service provider may be by other means, e.g., by telephone. [0042] The merchant device 202 communicates with the server module 101 to place advertising orders, provide payment, and access metrics relating to advertising orders, as described hereafter. [0043] The computer module 101 transmits advertisement files and schedules to the broadcaster arrangement 206, whereupon the advertisement (media) files are broadcast 201 to the public. The term "broadcast" as used herein includes communication via electronic media, including (i) audio broadcasting means such as radio frequency propagation of traditional radio (AM, FM, etc.), digital radio, internet webcasting (also known as digital radio), sound reproduction systems, and the like, (ii) audio-visual means such TV broadcasts, video webcasts or streaming, internet distribution to specific reproduction apparatus including electronic billboards, displays, and the like, and (iii) visual means such as visual-only electronic billboards or electronic displays and the like. A consumer who hears, or sees and hears, the broadcast advertisement is directed via content of the broadcast advertisement to a "landing site" or web page 210, by use of the URL and/or keyword associated with the broadcast advertisement as input via the consumer device 204. The landing site 210, sometimes known as a "landing page", may be hosted on the module 101 as shown by ADSERVICE or may be hosted on another computer server. The term "landing site" is used in the present disclosure to describe a website exclusively associated with the advertisement, sometimes described as a micro-site due to the specialised or limited content of the particular web page. Alternatively, the consumer may respond to the broadcast advertisement by other means, such as by telephone and providing a keyword embedded in the advertisement.

- 11 [0044] Fig. 2B shows components of the software application 133 executable on the server module 101 to implement the advertising method. The software 133 may be stored and execute on the processor of a single server computer or across a plurality of server computers. The software application 133 comprises an online publishing engine 250 which publishes documents online, such as web pages, and in particular business directory websites or websites associated with merchant users of the advertising system, such as, for example, the landing site 210. Orders from the merchant device 202 are received via a Real Time Bidding Platform (RTB) 252. The RTB 252 operates according to methods known in the art for services such as online ticket booking and may receive bids via protocols such as HTTP, HTTPS, and the like. The RTB 252 and a consumer portal 264 (discussed hereafter) are normally accessible or otherwise communicated to the merchant device 202 via an online web page. [0045] The software 133 further comprises a creative tools unit 254. The creative tools unit 254 provides a suite of audio-visual tools for use in creating advertisements and for use by graphic designers. The creative tools unit 254 may include document creation applications such as Adobe T M , video creation applications such as Windows Movie MakerTM and Avidemax

TM

, and sound recording applications such as Audacity T M and the like, or specialised audio-visual tools for advertising. The creative tools unit 254 may further include proprietary applications developed by the service provider, also known as bespoke applications. Directories of merchants, such as the merchant 202, are updated and maintained in a (merchant) customer resource module (CRM) 260. Merchant details for use in the landing site may be retrieved from the CRM module 260. A URL module 262 manages selection, registration, publication and withdrawal of URLs associated with the advertising campaign of the merchant 202. A database manager 258 provides means to store and sort details relating to merchant customers and corresponding URL registrations in the CRM module 260. Databases stored on the server computer 101, including the customer resource module 260 are preferably constantly updated. The customer resource module 260 may be updated manually with data received from means such as telemarketing campaigns, or may be updated by automatic means such as by trawling or scraping website data. Each customer is normally assigned a unique, desirably random identifier, preferably inform of an alphanumeric string, to link advertising campaigns and any other data, e.g., metrics, location and the like, to that merchant. The identifier is normally selected on a random basis in an effort to prevent prediction and theft of data from the CRM module 260. The identifier for each merchant customer is allocated the database manager 258 and administered by the CRM module 260.

- 12 [0046] The consumer portal 264 executes to collect data related to each advertising campaign, and as a means of communicating effectiveness measures of the advertising campaign to the corresponding merchant customer. The portal 264 includes an interface to the landing site 210 to monitor and monitor or record consumer interaction, such as the location of the consumer, the time of interaction, whether a product was purchased or the like. A statistics engine 266 processes the data collected at the consumer portal 264 to generate real-time metrics generated from the collected data for the merchant 202. Metrics generated by the statistics engine 266 provide effectiveness measures of the advertisement campaign. The consumer portal 264 is preferably accessible to a merchant customer of ADSERVICE as a means of accessing effectiveness measures of an advertising campaign generated by the statistics engine 266. In addition to providing real-time analysis generated from the collected data, the portal 264 may provide order tools (e.g., for placing an order for an advertising campaign, similarly to the RTB 252), and predictive tools. Predictive tools may assess a type of advertising campaign and associated media suitable for a merchant or product, as discussed hereafter in relation to Fig. 3. A feedback form or tick box may be provided by the portal 264 by which the merchant customer can provide feedback regarding effectiveness of the campaign for processing by the statistics engine 266. The RTB 252, publishing engine 250, creative tools unit 254, consumer portal 264, customer resource module 260, URL module 262, and statistics engine 266 may be implemented in a variety of forms, e.g., as one single module or a number of modules. In particular, the RTB 252 and consumer portal 264 may be implemented as a single module, or accessible to a merchant via a single online login. Example Method [0047] Fig. 3 shows a typical method 300 for closed loop advertising. The method 300 is described using an example of a merchant, ABC Rugs, using an advertising campaign run by ADSERVICE. The advertisements of the campaign are broadcast via a commercial FM radio station POPULAR FM. In other embodiments, the broadcast advertisement may be by any broadcast means such as AM radio, digital radio, television, cable TV, internet streaming or any other type of broadcast that has reach and general reception. In this example, ABC Rugs relates to the merchant device 202 and POPULAR FM to the broadcaster arrangement 206 of Fig. 2B. [0048] The method 300 starts at step 302 when the service provider ADSERVICE receives order details at the module 101 from a merchant device 202. The module 101 typically -13 receives an order via an online order form directed to the RTB 252 via the consumer portal 264 or may be transmitted to the RTB 252 by other means. In other embodiments the order may be received via other means such as telephone and entered into the RTB 252 by an employee of ADSERVICE. The order parameters normally include details such as the merchant customer name, the product to be advertised and demographic to which the advertisement is aimed. The customer resource module 264 preferably provides at least one predictive tool, such as a Visibility Index ("OVI") function, to assist the merchant in selecting an advertising campaign. The OVI function normally assesses the type of advertisement and type of media (both "push" and "pull") available via the consumer portal and estimate potential effectiveness of each according to criteria (e.g., preferred demographics) defined by the customer. For example, the OVI function may determine that FM radio is potentially the most effective broadcast method for a certain demographic, but that digital radio is the most effective for a different demographic, or social media may be an effective integration means for some demographics. The OVI function may assess the potential effectiveness of advertisement and media types using data published/provided by the broadcast arrangement 206, published in vertical directories, or collected by the portal 264 and processed by the statistics engine 266, or a combination thereof. The order details may also include the preferred advertising channels, time slots for reproduction of the advertisement, and the like, and may include digital data for use in the advertisement such as documents (e.g., in PDF format), images (e.g., in JPEG or MPEG format), audio files (e.g., in MP3 format), audio visual files (e.g., in MP4 format) and the like. [0049] The order normally also includes specification or at least indication of the type of campaign required. For example, a default campaign may involve transmission of 8 broadcasts of the advertisement, two of the broadcasts being broadcast during prime-time slots, and the remaining 6 broadcasts being broadcast during a variety of off peak slots. Other types of campaign may vary in the number and/or length of slots, or type of slots. For example, a merchant may elect to use a greater number of prime time slots at an increased cost. Details of the number of days across which the advertising campaign is to run, and any specific effectiveness measurement metrics required by the merchant may also be provided. [0050] In some embodiments, the consumer portal 264 is adapted to provide a determined quality rating ("OQR") inventory of broadcast slots available at the broadcaster arrangement 206. The OQR of a slot is determined by the statistics engine 266 by calculating scores associated with each slot based on the merchant's target demographic. A number (e.g., 16) of demographic requirements may be assessed, e.g., broadcast region, socio economic - 14 demographic, audience number, age, gender, broadcast time, slot preference time, frequency of ad, and price. The determined OQR rating (e.g., a star rating, where a high rating indicates high suitability) may be communicated to merchant customers of ADSERVICE via the portal 264 or the RTB 252. The OQR rated slot inventory may be published in a standard package, such as in weeks, days and slots on offer in standard adverting campaign packages. Alternatively the portal 264 is adapted to provide an online marketplace in which broadcast slots are auctioned, or offered in bundle form to merchant customers of ADSERVICE depending on the determined OQR rating of the slot. The OQR rating may be determined based upon data relating to an audience base of the broadcast arrangement 206, data retrieved from online verticals and the like. In other embodiments, the OQR rating is determined from data collected by the customer portal 264 and processed by the statistics engine 266 for previously run advertising campaigns and effectively provides a means to recursively build confidence in the closed loop advertising system. The OQR rating may be used to compare and contrast suitability of a slot, or even a particular broadcaster, in terms of effectiveness for a particular target demographic. In some embodiments, the identity of the broadcast arrangement 206 may be confidential in auctioning/bundling of rated broadcast slots, particularly if slots from a number of broadcasting stations are offered for sale. [0051] Upon receiving the order at step 302, the method 300 progresses to step 304 where the broadcast advertisement is prepared. The advertisement is generally short (e.g., 15 seconds), thereby reducing broadcast cost, and is created to one of a number of predetermined formats. The format is configured to include at least one keyword and one URL embedded within content of the broadcast advertisement. The keyword(s) and/or URL are sufficiently related to the advertised product or offer for relative ease of identification and recollection by the consumer 205 receiving the broadcast advertisement 201. The URL and the keyword(s) are normally selected to be simple, highly memorable terms similar to those terms a person would enter into a search engine, e.g., a product type, merchant location, and in some cases, the merchant name. The closed loop advertising method is particularly suited to all types of electronic broadcast. For a radio broadcast example, methods as audio broadcast of the keyword(s) and/or URL can be effective for recall by a consumer, even a significant time after the exposure to the advertisement. Passive listening to a radio broadcast does not require effort on the part of a consumer, whereas broadcast by other means, such as TV, require some direct attention by a consumer, e.g., reading text of the keyword(s) and/or URL. The keyword(s) and the URL provide a means of linking the broadcast advertisement across a number of types of media to integrate the advertisement -15 across media and provide a means of monitoring effectiveness of an advertising campaign, particularly where more than one media is used. For example, in radio adverts, the keyword and URL are embedded as audio, however for TV or online video streaming (e.g., via YouTube T M ) adverts either both keyword and URL may be embedded as either or both of audio and video. Video presentation normally involves visual presentation of the keyword(s) and URL (e.g., by text), or in the case of cable TV may include means such as presentation of internet links selectable by a viewer using a device such as a remote control. The URL and the keyword(s) are associated with the merchant via the identifier assigned to that merchant in the module 260. In some campaigns for a merchant, the keyword(s), and perhaps the URL, may be varied slightly across different broadcasters or media to thereby provide the landing site with information, based on the keyword, as to the particular media that directed the consumer to responds. Examples of such for radio broadcast may be: (i) "...mention FIRST FM and get a 10% discount"; and (ii) "... mention SECOND FM and get a 10% discount". "FIRST FM" and "SECOND FM" provide variations of a keyword. [0052] The URL is normally determined according to the merchant's name and/or product. Potential URL strings are generated manually, and manually entered to the computer module 101, e.g., using the keyboard 102. Alternatively, URL options can be generated automatically using keywords provided by the merchant, such as the name, product, sales area or the like. The URL Manager 262 reviews domain names available at the Domain Name Registrar and reports which options are available. Internet Protocol version 6 (lPv6) allows for up to 3.4x 1038 addresses such that a wide variety of terms may be searched. Additionally, a variety of different domain name extensions and sub-domain names can be searched. An available URL is determined for use in the advertisement and registered in the normal manner. In some embodiments, a URL used for a previous campaign of a merchant be desirably re-used for a new campaign. Domain registration may be completed by a manual application process or an automated electronic process according to legal requirements in the relevant jurisdiction. [0053] Keywords relating to the advertising campaign are also selected. In this instance, the merchant is being co-branded with the broadcaster POPULAR FM. [0054] A first sample radio (audio) broadcast advertisement follows the script: - 16 "ADSER VICE, be found online. Mention POPULAR FM or ADSER VICE and get 15% off when you see ABC Rugs, in the Arcade, Sydney for a better gift this Christmas, visit ABCRugsSydney.com.au". [0055] A second sample radio (audio) broadcast advertisement follows the script: "ADSERVICE, be found online. Call ABC Rugs on 1800123456 and quote POPULARFM or ADSER VICE for a 15% discount or see ABCRugsSydney.com.au". [0056] In each example, the keywords are "ADSERVICE" and "POPULAR FM", and the URL is "ABCRugsSydney.com.au". The advertisement is recorded and stored digitally on the memory 106. The example keywords and URL for audio broadcast are formed of simple terms which may be memorable to the consumer 205 upon passively hearing the broadcast. The consumer 205 is not required to direct any attention to the keywords and URL, e.g., by reading the keywords and/or the URL. [0057] The method 300 then progresses to step 306, wherein a target audience or "vertical" of the advertising campaign is determined. This may be determined using data received in the merchant order at step 302 and searching a number of vertical directories, consumer directories and databases and the like. The vertical directories, consumer directories and databases may be stored on the server module 101 and managed by the database manger 258, e.g., the customer resource module 260, or provided by external vendors. The CRM module 206 provides category-related information on merchant, the category-related information preferably being regularly updated in real-time on the CRM module 260. Determining the target audience or vertical may include interrogation of merchant or customer details, such as location, demographic and the like. Location details are normally acquired by use of an IP address look-up table. [0058] In step 308 cross-media integration means and metric measurement means are developed for the merchant's advertisement campaign. [0059] Integration means includes one or a combination of multiple of the following actions: (i) Creating a banner advertisement corresponding to the advertising message and displaying the banner on a directory website hosted by the service provider ADSERVICE on the server computer 101; (ii) Creating content for a landing site linked to the URL, possibly including a link -17 to a home page or checkout page of the merchant; (iii) Link the banner advertisement to the landing site; (iv) Enabling the consumer portal 264 to track click-throughs on the directory website and the landing site; (v) Publishing the URL such that the landing site is accessible to searching engines, e.g., via published vertical directories, published international directories, and publication on the directory website hosted by ADSERVICE; and (vi) Enabling the merchant to record enquiries received by telephone or walk-in customers related to the advertising campaign. [0059a] Creating the landing site and publishing the URL such that the landing site is accessible to search engines are examples of integration means for integrating the advertisement across a second media. Enabling the customer portal 264 and enabling the merchant to record enquiries are each examples of metric measurement means. [0060] The service provider ADSERVICE hosts an advertising directory website on the server module 101. Fig. 4 shows a sample browser window 400 rendering a web page display 402 hosted by ADSERVICE on the computer module 101 is shown in Fig. 4. The web page display 402 comprises a search area 406 with a number of entry forms 414 into which a user can enter search terms such as type of product, business name, or location (represented here by postcode and search radius) to locate a business or advertisement. The web page display 408 may also be configured to present the banner advertisement related to ABC Rugs' advertising campaign in an area 408. The area 408 desirably forms a dynamic link to the landing site, or in some instances the merchant's general website. An area 410 listing featured businesses such as ABC Rugs is also displayed and a link to a particular offer advertised on Popular FM in an area 412. The content of the web page 402 can be searched by search engines such as GoogleTM. Additionally, consumer click throughs on the web page display 402 can be measured by the consumer portal 264 to monitor effectiveness. The directory web page 402 thus provides a first means of linking, associating or otherwise integrating the broadcast advertisement to the online domain, and providing a closed loop where advertisement effectiveness is monitored. Further, the landing site is made accessible to search engines via directories as described above. In this manner, the anchors in the broadcast message may result in publication in multiple locations online. In some instances, over 100,000 online publication locations may be achieved in this manner. Content of the broadcast advertisement message, e.g., the sample broadcasts discussed in -18 relation to step 304, can also be added to the directory web page 402 in another embodiment of integration means. [0061] The cross-media integration means developed is a landing site accessible via the URL provided in the audio advertisement. The URL essentially anchors the advertisement to the landing site. The integration means may depend on the demographic involved, for example whether the landing site is implemented as a standalone web page, a social media space (e.g., a FacebookTM page or the like), a YouTubeTM broadcast, or a specific operating system application, e.g., an application operable on Apple iOSTM, Google Android T M , or the like. The landing site is preferably a distinct web site with a different URL to the merchant's normal web site. The URL may be a redirect to a webpage of the business and advertising directory hosted by the merchant. The landing site is normally associated exclusively with the broadcast advertisement and products featured in the advertisement, e.g., the discounted rugs of ABC Rugs, and not with other content associated with the merchant ABC Rugs. However, a link to the merchant's general website may be embedded in the landing site. The landing site therefore provides a direct link between the broadcast advertisement and online access to the products featured in the broadcast advertisement, [0062] Fig. 5 shows a browser window 500 executing to render content of a landing site 502. The display 502 relates to the URL of ABCRugsSydney of the broadcast advertisement, as indicated in an address bar 504. Content related to the broadcast advertisement is rendered in display areas 506 and 510. For example, content rendered in the area 506 may relate to certain rugs or patterns to which the advertised offer applies, and the area 510 may render the banner designed for the advertisement. An order form 508 is rendered via which a consumer can purchase products featured. The form 508 may redirect a purchase order placed to the merchant's online store for processing. [0063] The metric measurement means typically involves enablement of the customer portal 264 and the statistics engine 266. However, the metric measurement means are not normally enabled, or the integration means made publicly available, until the first advertisement in the campaign is broadcast or the consumer portal 264 is accessed. The landing site may remain enabled indefinitely, or may be enabled for a predetermined period of time (e.g., 1 week or 1 month) after the advertisement campaign ends. [0064] Returning to Fig. 3, once step 308 is completed, the method 300 proceeds to step 310 in which broadcast slots are determined. The slots on which the advertisement is to be -19 broadcast may depend firstly upon the target demographic of the advertisement, and also upon the type of campaign selected by the merchant (e.g., number of primetime slots and the like. Determination of the correct slots may be the result of the demographic determination, or be at the request of the merchant, or based upon OQR rating scores of the slots, as discussed hereinbefore. [0065] The advertisement is transmitted to the broadcast centre with the required broadcast parameters. The advertisement may be transmitted via a secure file transfer protocol such as HTTPS. The required broadcasts slots are identified by broadcast parameters embedded in the transferred file. Broadcast parameters may indicate the number of broadcasts to be made, the types of broadcast slots required (e.g., prime time/off-peak slots), and details for ADSERVICE to provide corresponding payment to the broadcaster. The parameters include a unique identifier associated with ABC Rugs by the CRM module 260, and may further include an identifier of the service provider (ADSERVICE) provided by the broadcaster POPULAR FM. The broadcast and associated parameters may be merged into a single file of predetermined format by the database manager 258 for communication to the broadcaster arrangement 206. Alternatively, the slots may be booked using an online booking system, in which slots are selected and paid for using an online order form. In other embodiments, a booking sheet with available or pre-booked slots may be provided by the broadcaster arrangement 206 to the server computer 101 a predetermined time before broadcast (e.g., 24 hours). The advertisement and broadcast parameters are added to the booking sheet by the server computer 101, and the updated booking sheet delivered to the broadcaster arrangement 206 [0066] The broadcaster 206 receives the advertisement and the broadcast slot transmission and broadcasts the audio advertisement via the determined slots at step 312. Upon the advertisement being broadcast, members of the public, including the consumer 205 are exposed to the advertisement. The cross media integration means are enabled at step 314 upon the advertisement being broadcast during a first one of the slots, i.e., the landing site associated with the advertisement is made publically available, and the merchant ABC Rugs is featured on the web page 402. The broadcaster arrangement 206 may provide an indication to the server computer 101 of an expected time of broadcast, either by automated (e.g., email) or manual (e.g., telephone) means. [0067] The method 300 progresses to step 312 where the advertisement is broadcast according to the parameters specified. The integration means and the metric measurement - 20 means are enabled at step 314, as described hereinbefore and the method 300 progresses to step 316 to record (or monitor) and process access to the landing site via the integration and metric measurement means. The computer server 101 records and processes activity by consumers as a result of the broadcast advertisements via the consumer portal 264 to generate metrics, or effectiveness measures, of the advertising campaign. Metrics may be measured to normal standard, including measuring impressions (e.g., completed online surveys), cost per 1000 (CPM), click through ratio (CTR), reach, frequency and the like. Both the navigational and evaluated metrics may be provided. [0068] Metrics calculated by the statistics engine 266 can relate to details such as location of a consumer who has access to the URL, how far the customer clicked through, whether the customer purchased a product as a result of the advertisement, or whether the consumer visited the main site of the merchant, or any other details, impressions, links visited, banner impressions and CTR statistics. Data collected by the consumer portal 264 normally belongs to the service provider maintaining the server computer 101, and is provided to the merchant via a login and as part of the advertising campaign package ordered in step 302. Information collected is linked to the merchant via the merchant's unique identifier. [0069] The merchant may also track effectiveness by of the campaign by recording use of the keywords for in-store (e.g., for the first sample advertisement above) or telephone transactions (e.g., for the first sample advertisement above). In some instances, the merchant can upload such data to the server computer 101 via an internet login to the consumer portal 264. [0070] The merchant 202 can access the metrics by accessing the server module 101. Such normally involves identification of the merchant via entry of a username and password to a web portal (e.g., the consumer portal 264) to access the data in real time. Alternatively, a report may be generated and communicated (e.g., by email) to the merchant 202 on a periodic basis. Further, in some embodiments, the merchant may be able to modify the advertising campaign in response to the data. Modification of the campaign could include modifications such as changing the number of prime time of off-peak slots, the duration of the campaign, and the like. Modification of the campaign would normally be implemented by login of the merchant to the portal 264 and involve payment of a tariff according to the changes required. Provision of metrics to the merchant and modification of the advertising campaign are managed by the database manager 258 and implemented on the customer resource module 260 according to the identifier associated with that merchant.

- 21 [0071] Fig. 6 shows a method 600 as implemented by the broadcaster arrangement 206 (e.g., for POPULAR FM). The method 600 starts when the broadcast device 206 receives an order at step 602. The method 600 is normally received via a digital file transfer protocol from the server computer 101. The order includes the audio advertisement created by ADSERVICE and parameters relating to broadcasting of the advertisement as discussed above. [0072] The advertisement is analysed by the arrangement 206 at step 604. Analysis typically comprises (i) determining the format and length of the advertisement. The order parameters are subsequently analysed at step 608 to determine the required broadcast slots, e.g., how many prime time slots are required, and determination of prime time (e.g., is prime time for the corresponding vertical an afternoon or an evening broadcast). Once the parameters are analysed, the broadcast is assigned to appropriate broadcast slots at step 610. The order is confirmed to the advertising service at step 612, e.g., by transmission of an email message or another type of message from the device 206 to the server computer 101. If requested slots are not available, alternate slots may be assigned and notification included in the confirmation message. [0073] Payment for broadcasting the slots is processed at step 614. Payment may be processed by an automatic funds transfer system or by issuance of an invoice. The method then progresses to step 616, wherein the advertisement is broadcast on the assigned slots. Advantages [0074] Using a typically limited number of short broadcasts (e.g., 8 broadcasts, 15 seconds long), entry costs are not high for a merchant, particularly in comparison to normal broadcast campaigns. This makes the advertising service readily accessible for small to medium enterprises (SMEs) for relatively modest outlay. [0075] The "push" nature of the broadcast advertisement results in passive receipt of the advertisement by a consumer - i.e., the consumer is not actively pursuing the merchant's product online. The disclosed advertising method therefore operates to close the disconnect between push broadcast methods and pull online methods by limiting broadcast content to highly memorable content (such as keyword and URL) which can readily be found online (whether via a general search or a directory website). Terms entered into search engines are generally simple and reflect the thought processes of the standard consumer. For - 22 example, general search terms normally relate to the type of product desired and/or a location or contain linking terms such as "in" or "at". The method disclosed herein makes use of the simple terms used in searching by matching broadcast media content with searching parameters available via the internet to provide a link between content advertised and online searching. [0076] The short and defined broadcast message, when combined with a well-structured and managed online landing site endures well after the ON AIR (broadcast) component has completed, provides a way to tell the consumer what to look for rather than wait for consumers to search for the product or service online. Additionally, the integration of the broadcast advertisement provides a substitutable advertising product for Google/Bing whilst not competing in the area of SEM. Issues of operation across different device types (such as provision of cookies) are avoided as the consumer receives the advert via radio or TV, and the consumer interacts with the websites via the device 204, which may be a PC, tablet, or smartphone for example. The disclosed means of integrating advertisement across media harnesses the push media of broadcast advertising to deliver pull online or narrowcast. Such can significantly improve effectiveness compared to either push or pull methods alone. [0077] As the merchant can access the data in real time, effectiveness of the advertising campaign may be quickly determined and the merchant's advertising spend quantified in terms of actual sales. Such also allows elements of the advertising campaign to be tweaked. For example, if the merchant detects that consumers are visiting and clicking through to an order form of the landing site but not purchasing, such can be analysed. The merchant may, for example, adjust shipping charges or certain content displayed at the purchase stage. ADSERVICE has control of the URL and can make adjustments to the content accordingly, for a fee. Corrections to the landing site may also be quickly corrected without the merchant incurring the cost of employing a website developer. [0078] The closed loop advertising method is most effective and offers its greatest advantages when consumers have transient exposure to an advertisement, i.e., where the consumer 205 receives the broadcast for a given or brief period of time only, is not focussed on the advertisement, and is not disposed to act directly on the broadcast. Transient broadcast means typically include radio frequency transmission, internet radio, electronic billboards and the like. For example, the consumer 205 may listen to a radio broadcast while driving a motor vehicle, or view an electronic billboard broadcast when in an elevator. In both instances, the consumer 205 would not normally direct their full attention or focus on the - 23 advertisement media. Further, in such instances, the consumer 205 is usually unable to use the consumer device 204 thereby preventing immediate access to the landing site 210. The prominent use of keyword(s) and/or the URL, selected for ease of recall by the consumer 205, for accessing the landing site 210 facilitate effective operation of the described advertising system even at significant time after exposure to the advertisement. [0079] The closed loop method is nevertheless effective when the advertisement is received in a non-transient manner. For example, the consumer watching TV involves initial focus on the medium, via which the above described "integration" occurs. The consumer 205 can typically also operate the consumer device 204 while viewing the advertisement. In such instances, the keyword(s) and/or URL assist the consumer 205 in locating the landing site without having a specified need to recall the advertisement. [0080] Experiments conducted by the inventors indicate that the disclosed advertising method is particularly effective when the broadcast medium is radio based transmission. A consumer listening to a broadcast or internet radio advertisement is normally passively listening to a broadcast, i.e., is likely listening to the broadcast while completing some other task such as driving, The content of the short broadcast message (the keyword(s) and the URL) are chosen for ease of memory as discussed hereinbefore. Further, the radio broadcast does not require the consumer to have a long attention span or to initially search for the product (e.g., SEM). [0081] The disclosed advertising method may allow for organisations, such as a radio station, to eliminate a need for an advertising department. Instead, a radio station can provide a number of advertising slots to a service provider (such as ADSERVICE). The service provider can manage sales and content of the advertising slots in the manner discussed hereinbefore, such as that described in relation to the method 600. The advertising method provides a means by which broadcast slots for a number of radio stations can be managed and sold by a single service provider, e.g., by determining an OQR rating for broadcast slots for online auction or bundling, as described hereinbefore. Less popular or excess broadcast slots may be sold for a bundled or discounted rate, and the results of using those slots quantified by the merchant using the effectiveness measures calculated by the statistics engine 266.

- 24 Industrial Applicability [0082] The arrangements described are applicable to the advertising industry. [0083] The foregoing describes only some embodiments of the present invention, and modifications and/or changes can be made thereto without departing from the scope and spirit of the invention, the embodiments being illustrative and not restrictive. [0084] In the context of this specification, the word "comprising" means "including principally but not necessarily solely" or "having" or "including", and not "consisting only of'. Variations of the word "comprising", such as "comprise" and "comprises" have correspondingly varied meanings.

Claims (17)

1. A computer-implemented method for advertising, the method comprising: receiving an order for an advertising campaign, the order comprising merchant details, and a plurality of parameters of the advertising campaign; generating an advertisement corresponding to the order, the advertisement being in form suitable for broadcast and having at least one keyword and a URL embedded therein; generating integration means for the advertisement, the integration means including creation of at least a landing site associated with the URL and accessible by the at least one keyword; broadcasting the advertisement at least via transient broadcasting means and enabling the integration means upon the advertisement being broadcast; and monitoring the integration means to determine effectiveness measures of the advertisement.

2. The method of claim 1, wherein the landing site is a web site associated with the broadcast advertisement and the URL and provides at least a means for purchasing at least one product associated with the broadcast.

3. The method of claim 2, wherein the monitoring of the integration means comprises collecting data relating to at least one of click throughs on the landing site and purchases completed via the means for purchasing; the method further comprising processing the collected data to generate a statistical determination of the effectiveness measures of the advertisement.

4. The method of any one of claims 1 to 3, wherein the URL and the at least one keyword are selected according to internet search terms and to relate to at least one of the merchant details, a location of the merchant, and a product of the merchant.

5. The method of any one of claims 1 to 4, wherein the parameters comprise a name of the merchant and at least one of a product to be advertised, a target demographic, digital data for advertisement; and a number and/or type of broadcast slots for advertisement. - 26

6. The method of any one of claims 1 to 5, wherein the integration means further comprises at least one of publication of the landing site on a business directory or website associated with a provider of the advertisement, publication of the landing site on at least one of a published vertical, and a published international directory.

7. The method of any one of claims 1 to 6, wherein the advertisement is broadcast via audio broadcasting means.

8. The method of any one of claims 1 to 6, wherein the advertisement is broadcast via visual broadcasting means .

9. The method of any one of claims 1 to 6, wherein the advertisement is broadcast via audio visual broadcasting means.

10. The method of any one of claims 1 to 8, further comprising using the determined effectiveness measures to predict a potential effectiveness of a broadcasting slot for a target demographic.

11. A system for advertising, the system comprising: (i) at least one server computer: the at least one server computer comprising at least one module configured to: receive an order for an advertising campaign; generate an advertisement corresponding to the order, the advertisement being generated for broadcast and having at least one keyword and a Uniform Resource Locator (URL) embedded therein; generate integration means to integrate the advertisement, the integration means including creation of at least a landing site associated with the URL and accessible via the at least one keyword; enable the integration means upon broadcast of the advertisement; and monitor the plurality of means to integrate the advertisement to determine effectiveness measures of the advertisement; (ii) a merchant device configured to communicate the order to the at least one server computer; and receive the determined effectiveness measures of the advertisement from the at least one server computer; and - 27 (iii) a broadcaster arrangement configured to receive the advertisement and at least one broadcast parameter from the at least one server computer; and broadcast the advertisement according to the at least one broadcast parameter via at least transient broadcasting means; a consumer device operable by a consumer recipient of the broadcast advertisement, is configured to access the landing site generated by the server computer via at least one of the URL and the at least one keyword.

12. A system for electronic and radio advertising, the system comprising: (i) an audio advertisement stored on a first server computer, the audio advertisement comprising content including at least one keyword and a URL; (ii) a broadcast arrangement adapted to: receive the audio advertisement and at least one broadcast parameter from the first server computer; and broadcast the audio advertisement via radio frequency transmission according to the at least one broadcast parameter; (iii) a landing site hosted by a second server computer and associated with the URL and the at least one keyword, the landing site being accessible by at least one consumer device via the URL and/or the at least one keyword upon broadcast of the audio advertisement; and (iv) a consumer portal executable on the second server computer to monitor access of the landing site by the consumer devices to determine effectiveness measures of the audio advertisement.

13. The system of claim 12, wherein the first server computer is the second server computer.

14. The system of claim 12 or claim 13, wherein the order is received from a merchant customer.

15. An advertising server system comprising: at least one server computer having at least one processor, the at least one processor operable to execute: a first module to receive an order for an advertising campaign; - 28 a second module to generate an advertisement corresponding to the order, the advertisement being generated for broadcast and having at least one keyword and a Uniform Resource Locator (URL) embedded therein; a third module to generate a plurality of means to integrate the advertisement, the integration means including creation of at least a landing site associated with the URL and accessible via the at least one keyword; a fourth module to communicate the advertisement to a broadcaster arrangement, by which the broadcaster arrangement broadcasts the advertisement; a fifth module to enable the integration means to integrate the advertisement upon broadcast of the advertisement by the broadcaster arrangement; and a sixth module to monitor access of the landing site by at least one consumer device and to determine effectiveness measures of the advertisement, the landing site being accessible by the at least one consumer device via the URL and/or the at least one keyword.

16. The advertising server system according to claim 15, further comprising a seventh module to determine potential effectiveness of a broadcast method of the broadcaster arrangement for a target demographic using the effectiveness measures.

17. The advertising server system according to claim 15 or claim 16, wherein the sixth module further uses the determine effectiveness measures to determine a rating for a broadcasting slot for a target demographic. Electronic Directory Holdings Pty Ltd Patent Attorneys for the Applicant/Nominated Person SPRUSON & FERGUSON