JP2011526025A - System and method for brand-friendly content delivery and optimization - Google Patents

Abstract

  Engine, system and method for recommended advertisements, including a vault having at least one media asset, a recommendation engine for matching media assets from the vault to at least one requested advertisement, and a matched from vault Includes a delivery engine that integrates media assets and requested advertisements.

Description

  This application is a continuation-in-part U.S. Patent Application No. 11 / 981,646 (Title of Invention "Engine, System and Method for Brand-Friendly Content Generation", filed October 31, 2007); US patent application Ser. No. 11 / 981,837, which is a continuation application (name of invention “engine, system and method for advertisement request and rule-based content prediction”, filed October 31, 2007); Patent Application No. 12 / 072,692 (Title of Invention “Engine, System and Method for Generating Brand-Friendly Content”, filed on Feb. 27, 2008); 12 / 079,769 (Title of the invention "Engine, system and method for generating brand-friendly content", March 27, 2008 Disclosure of application), incorporated herein by reference as if their entirety are described.

  The present invention relates to an advertisement engine, and more particularly to an engine for generating brand-friendly content and a method for generating and using brand-friendly content.

  A high-impact ad is an ad that best attracts the attention of the target consumer. Target consumers are ideal for a particular product advertised from a sociological-economic perspective, from a moral and values perspective, from an age or interest perspective, or based on other similar factors. And customers. If an advertisement contains recommendations, sponsorships, or affiliates from people or organizations that the ideal target consumer would most likely seek guidance with the highest or very high probability, then the specific advertisement Can improve the impact on ideal customers. Factors that enhance the impact of the recommender include the knowledge of the recommender's specific product and industry, the reputation and popularity of the recommender, respect usually given to the specific recommender and sponsor, and others There are similar elements.

  Therefore, as the most impactful advertising time and space available for sale, the recommender can have a strong impact on the ideal target customer, usually in the advertisement and in the program related to the advertisement. It will be the time associated with the most recommender. However, existing technologies have hardly realized how to use these advertisements.

  Therefore, an engine, system, and method capable of obtaining a recommendation or sponsorship from any one of a specific individual, a specific group, an intimate brand, a marketing partner, or a sponsor under the above-mentioned high-impact situation There is a need for

  The present invention includes at least a recommended advertising engine, system and method, which are: at least one vault with media assets; matching media assets from a vault to at least one requested advertisement. Includes a recommendation engine; and a delivery engine that integrates the matched media assets from the vault with the requested advertisement.

  Therefore, the present invention provides an engine, which makes it possible to obtain a recommendation or sponsorship from any one of a specific individual, a specific group, a familiar brand, a marketing partner or a sponsor under the above-mentioned high-impact situation. Systems and methods are provided.

  Hereinafter, the present invention will be described with reference to the following drawings. In the drawings, the same reference numerals represent the same items.

2 illustrates an exemplary embodiment of the present invention. 2 illustrates an exemplary embodiment of the present invention. 2 illustrates an exemplary embodiment of the present invention. 2 illustrates an exemplary embodiment of the present invention.

  Although many other elements found in typical advertising engines, systems, and methods have been omitted for clarity of understanding, the drawings and description of the invention clearly illustrate the invention. It will be understood that for simplicity, related elements are illustrated in a simplified manner. And those skilled in the art will recognize that other elements are required and / or required to implement the present invention. However, discussion of such elements is not provided herein because they are well known in the art and do not facilitate a deeper understanding of the present invention.

  Commonly accepted facts are that the ads that have the strongest impact on the desired consumer group include the recommender's knowledge of the specific product or industry, the fame of the recommender, the specific recommender or sponsor And recommendations from sponsors or affiliates from people / organizations etc. for which the target consumer is seeking guidance, based on the respect that is normally directed to Furthermore, as the simplest method of selling advertising time and advertising time frame, the advertising time purchased by the advertising provider is assigned to a specific advertising provider, and the brand of the product or service of the specific advertising provider is selected. Communicate when used in connection with audiovisual works recommended in advertisements. In this specification, as such a recommendation: a statement that an actor, actress, or subject uses a specific product or service in an audiovisual work; a specific type of product in an audiovisual work Mention the needs for services and services; or actually recommend the use of the product in audiovisual works.

  If it is obvious to a person skilled in the art, the recommendation may be limited to a specific style. Such restrictions include geographic restrictions on the use of certain products (nominators are more likely to recommend to various localities than to the whole country. One reason is that (Recommended nationally, you can only get a single recommendation fee, and usually you will not be able to repeatedly collect large and small rewards for many local recommendations), or recommendations for a specific industry Use restrictions (where the same recommender may recommend different products or different industries, such as in different geographic areas), or just a specific area of a product, a specific type, rather than a specific brand of product Limiting recommendations. Furthermore, a recommendation by a specific recommender is a product other than a specific recommender, but is approved by one or more organizations affiliated with the recommender, a brand for the product or service, the type of product or service, etc. It may be limited to. For example, the National Football Federation (NFL) only allows its players to recommend specific products, product brands, product types, etc., which are also recommended by the NFL.

  More specifically, “recommendations” as used herein may include: recommendations or sponsorships (where an individual or brand places another product or service on the market and that product And marketing partnerships (where short-term relationships between different products and services are used to improve the marketability of each product or service); and Brand affinity (this is built on a long-term relationship between different products and services, and over time, consumers are able to Understand the brand and friendliness).

  At present, there is a need for a platform or engine that allows a recommendation or recommended advertisement to be obtained from either a specific individual, a specific group, a friendly brand, a marketing partner, or a sponsor in any of the above situations. is there. In the present invention, the engine (10) for recommended advertisements as shown in FIG. 1 comprises the following: providing a media asset (14) and not having a media asset for authentication; Vault (12) with integration of media assets; brand association or recommendation engine (20) that can match media assets from the vault to advertisements (22) by advertising, market, brand affinity, user requirements, etc. And the requested advertisement (22) can be integrated with the media asset (14) from the vault (12) and, when delivered to the most likely target consumer, the subsequent advertisement (22) and media Assets (14) can be combined, as well as ads (22) and dynamic media assets (14) from the vault It can be delivered to the people and the ad server (and then advertising and to mash up the media assets) delivery engine (26). The advertisement request (22) can be created by an “advertisement wizard” using an advertisement template that is obvious to those skilled in the art.

  The vault stores information about specific brands and related information, such as past and active players of all major league baseballs, in a common database, including recommendations on these players, as well as Includes player statistics, videos and images affiliated with the player's name. A vault can include media assets associated with audiovisual works. Vault includes symbols, emblems, taglines, images, videos, press releases, publications, web links, web links to external content, and reusable media including images, audio and video (running in front of the blue screen) Athletes, etc., where the athlete can be reused by placing a background on the blue screen). The vault may further include specific items of information associated with the brand that are associated with the brand, such as exclusions, inclusions or preferences (50), or the brand in the vault. Such inclusions, exclusions, or preferences may include geographical restrictions on specific information items or recommendations, product restrictions, preferred partners, products, or product types for recommendation, etc. Of course, restrictions may be necessary if the requested recommendation violates an existing recommendation agreement with a competitor for the requested brand.

  Further, media assets in the vault may be marked with a different payment concept (52) depending on the requester of the media asset. For example, if the ad requester is a school and the requested advertisement is not an advertisement for sale, media assets can be obtained for free use. Such exceptions can be made in connection with payments, and can be made in connection with any level of payment variation between any number of different user types. The types of users include non-profit, for-profit, individual, company, home, and business. In addition, for example, a non-profit individual can request a favorite football player icon for use at home, and can be superimposed on a football broadcast program without charge on the individual's television.

  The brand association and recommendation engine (20) evaluates the recommendation closest to a particular advertisement based on a number of factors, including external factors. For example, such a brand association engine measures appropriate matches by evaluating inclusion and exclusion based on the above-mentioned factors in the vault, such as geographic factors, but also stores stored or external information and / or fluctuations Using the element, any two brands (where the brand relevance already showing brand affinity has the highest percentage of relevance, and for the most closely related brands, the brand relevance (Which would indicate a higher percentage of matching)) may be made, or may be matched to the recommended brand based on the target consumer of the requesting brand.

  For example, a “profile” (60) can be developed in a vault for a particular brand. Such profiles include any number of information, stored in the vault, and have external references from inside the vault to outside the vault. And as included in the information: a typical user's psychological profile of the brand (eg, the profile can include the user's reputation, motivation, desires and needs, online by the user, credit card Or can be evaluated based on inferences from TV usage); brand profiles that include target customers; target affiliate profiles (eg, sharing of marketing costs, brand awareness in specific regions or areas of use) Brand profiles including, but not limited to, reasons for desirable affiliates, such as rises, access to distribution channels, facilitated market entry, or improved brand awareness). Such a profile can then be used as a media asset by the recognition engine to produce an optimal match. Although it is an additional example, conduct a public opinion survey on local or national attention, store it in the vault as a media asset related to the specific brand, and select the best match for the specific brand based on the survey results Can do. For example, a “glamorous” sports celebrity is the best match for a brand in Los Angeles, but another athlete recommendation may be preferred to sell that brand in the Midwest. Information, such as “who is popular” or where a brand is popular, can be associated with media assets associated with that brand during the vault and can therefore be used by the recommendation engine to match. it can.

  Thus, the recommendation engine can passively or actively inform the best recommendation match for a particular user advertisement based on any number of factors. Once a good match has been assessed for the requested brand, the user of the present invention can get the selectivity matching option presented by the recommendation engine, or the user can simply choose the optimum made for the user. You can get a selection of matches. Needless to say, the bid of an advertisement may be different based on the match provided by the recommendation engine and / or the value presented as the likelihood that the posted advertisement will be successful. Of course, different situations may have different successes, including successes such as online or store purchases by consumers, online or offline form filling by users, consumer information or coupons. Access to and downloads.

  The delivery engine (26) can integrate the media assets from the vault and the requested advertisement in response to an action by the recommendation engine. And: (For example, when redirecting, the website can send some information about the advertisement request and place the optimal advertisement in response to the advertisement request, etc.) Identify the environment determined to be optimal for the advertisement For improved ad targeting in later tracking, such as when consumer requested IP address and / or related site information is available immediately before ad delivery Advertise and media assets can be combined later to deliver to the most powerful target consumers (such as by improving); or from static vault and dynamic media assets from the vault to the ad provider or ad server Mash up advertising and media assets independently. Needless to say, the advertising time fee may vary depending on the delivery mechanism used.

  Improvements for improved ad targeting in later tracking can be enabled by the delivery engine (26), during or after the interface with the delivery engine (26), or through or through the delivery engine. It is possible to increase the efficiency of sending advertisements without any problems. Efficiency can be obtained, for example, by tracking data intelligence or the like used with advertisement delivery. Non-limiting examples of data intelligence include click-through rate, post-click conversion rate, post-impression activity, and geography, demographics and daily information . The collected data intelligence can be used as an individual property in relation to each other to form or produce the level of intelligence necessary to achieve the desired efficiency. Furthermore, as an example of data intelligence, information related to the number of impressions obtained by an advertisement and information related to the elapsed time from the impression to clicking are also included.

  By leveraging data intelligence, the delivery engine (26) will be able to optimize targeting against new or historical targets. Optimization also includes redundancy, ad targeting time and control efficiency. By optimizing, points for specific elements such as demographics and geography, for example, allow you to predict the impressions and clicks that are likely to be made for a specific advertisement. Prediction regarding the efficiency of the paid search can also be made, and the prediction can be compared with, for example, an exhibition advertisement. These pieces of information derived from data intelligence or the like can also make it possible to increase the success rate for redundant advertising placements based on the previous behavior of a particular viewer. The same is true for avoiding redundancy, for example, when data intelligence is used to prevent repeatedly delivering a particular advertisement to a viewer with a low click-through rate. Avoiding redundancy can also include avoiding competing advertisements, regardless of whether they are published for the same organization.

  The delivery engine (26) may also choose to deactivate and / or modify certain advertisements based on data intelligence and / or user instructions. By way of non-limiting example, data intelligence can be gathered from several advertisements or their types for any number of different media formats, and more based on the distribution of impressions and clicks in the various media formats. Allows elaborate optimization. Examples of the media format include, but are not limited to, the Internet, television, radio, mobile terminals, kiosks, signboards, product installation locations, and printed materials. As a further non-limiting example, data intelligence can also affect the playback of advertisements on the Internet, while data intelligence collected during the broadcast of advertisements on the radio. The delivery engine (26) may further allow interaction between data intelligence and real-time metrics, or interaction between data intelligence and community based information. This real-time intelligence collection can also be used to compensate for multiple advertising campaigns. By way of non-limiting example only, campaigns for several ad versions can be measured and optimized based on the collected data intelligence to improve clickthrough, for example. The optimization can be performed across multiple media types in real time. As a further non-limiting example, the optimization may require adding advertisements that do not currently leave the campaign. This indicates what kind of advertisement is needed for maximum optimization, regardless of whether the advertisement is present in the stock.

  By optimizing the advertisement, the value of the advertisement stock is increased. For example, the value before and after delivery can be further increased. Data intelligence can be evaluated in real time based on existing anticipated variables, thus maximizing the value of the posted ad or ad stock. Value can also be maximized as premium and non-premium content. Functions within the delivery engine (26) may also allow variable rate sampling and frequency cap forecasting.

  As mentioned above, because the fees for advertising time of the present invention can vary, the present invention can also be lent to auction-style advertising placements, where the fee is charged according to the specific location, time or block of the advertisement. The Auctions can be conducted, for example, online and can be categorized by type of advertising media exit (ie, television, internet, etc.), type of advertising product, or any similar method.

  Furthermore, some existing technologies are known to engage in countless different types of online advertising. Two of these ad types include the following: Search advertising model (where a user performs a search for a product or service of interest and is directed with a portion of the search result or with the search result. Receiving advertisements related to the purchase of goods or services to be searched and / or receiving advertisements related to purchases of goods or services related to goods or services to be searched); and exhibits An advertising model (where a user actively browses a website and receives as part of the website under consideration advertisements for the purchase of goods or services associated with the content of the website under consideration). Needless to say, the former operates on the principle that if a user searches for goods or services, he / she would want to purchase the goods or services, and the latter Under the principle that if he / she browses the site with full interest in the content of the website, he / she is likely to be interested in purchasing goods and services related to the content of the website. It is operating.

  The exhibition advertisement model described above is typically embodied as a banner on a website. For example, the banners may be displayed on the top, bottom, left, and right of the content being browsed, but are usually set so as not to interfere with the content being browsed. The search advertisement model described above is typically embodied as an advertisement / banner posted near the search result on a search result page that is a response to the user's search. For example, the advertisements may be displayed along the right side of the search result page, while the search results may be displayed along the left side of the same search result page.

  As described above, inevitably, the correlation between the content searched or viewed by the user and the provided advertisement increases the relevance of the advertisement and thus increases the response to the advertisement. However, once the response is obtained at a specific rate, either in the form of an ad click or purchase via an ad link, it cannot be further improved by relevance to the generated ad. Rather, the only way to improve the response rate with related advertisements generated is to improve the advertisement based on the user viewing the advertisement.

  The present invention provides improved responsive advertisements through the provision of brand affiliations with the products and services on which the advertisements are posted, as described throughout this specification. As mentioned above, the present invention enables the production of advertisements with brand sponsorship optimized for the desired market. That is, the brand sponsor selected for the advertised product or service is selected to best correspond to the characteristics of the purchaser intended for the advertisement by using the present invention.

  This effect is shown in association with FIGS. FIG. 3 shows the effect of the present invention related to the search advertisement model, and FIG. 4 shows the effect of the present invention related to the exhibition advertisement model. In each figure, a brand sponsor is selected that shows the trust, quality, price, user relationship, and / or overall positive mood towards the user most relevant to the advertisement. Based on the profile of the desired buyer and the characteristics of the sponsor associated with the profile for inclusion with the subject advertisement (where “relevant” is explicitly or implied in the present invention) The advertisement provider selects a sponsor. Alternatively, the present invention selects a sponsor based on the profile of the desired responder for the advertisement entered by the advertisement provider into the engine of the present invention for inclusion in or together with the subject advertisement provider's advertisement.

  As illustrated in FIGS. 3 and 4, the positive correlation between the brand and the brand sponsor is necessarily also the correlation between the buyer and the brand sponsor who are most interested in purchasing the subject brand. Has a positive correlation with the increased transaction rate. In other words, depending on the degree to which the present invention provides a brand affiliation, sponsorship, etc. that is well suited to the brand receiving the sponsor, the advertisement is presented and the advertisement is clicked on or via the advertisement. Will increase the number of users who do one of the purchases. Those skilled in the art will appreciate that based on the implementation of the present invention, some trade rate improvements may occur, but the positive between the sponsored brand and the brand sponsor provided by the present invention. Based on the rise in correlation, as an estimate, the use of the present invention can typically increase the desired response rate by a factor of 3-5.

  Thus, the present invention increases the correlation between sponsored brands and brand sponsors, as illustrated in FIGS. 3 and 4, and thus the correlation between the desired buyer profile and the sponsored brand. To rise. In accordance with the present invention, at least for the search advertisement model and the exhibition advertisement model, this increased correlation improves the transaction rate.

  As will be apparent to those skilled in the art, within the recommended advertising engine of the present invention for the purpose of increasing the content in the vault and contributing content for advanced selection of brand associations to make recommendations and delivery the most possible. The engine can utilize any number of communication access points and media sources, including: wired and wireless, radio and cable, telephone, television, and Internet, personal electronics, satellite , Databases, data files, etc.

  Although the present invention has been described and illustrated with a certain degree of detail in an exemplary form, the disclosure in the exemplary form is made in an illustrative sense and is evident in the claims. It will be understood that many changes may be made in the details of the construction, connection and arrangement of parts and processes without departing from the spirit and scope of the invention.

Claims (21)

An engine for recommended advertisements:
At least one vault containing media assets;
A recommendation engine that matches the media asset from the vault to at least one requested advertisement; and a plurality of media assets to the recommendation engine that optimize the at least one requested advertisement. The engine having a plurality of data intelligence.   The engine for recommended advertisements according to claim 1, further comprising a delivery engine that integrates the matched media asset from the vault with the requested advertisement, wherein the integration by the delivery engine is a subsequent stage. The engine comprising a combination at.   The engine for recommended advertisements according to claim 2, wherein the integration by the delivery engine is for the requested advertisement and the matched media assets to be mashed up by a third party advertising server. Delivering the engine separately.   The engine for recommended advertisements according to claim 1, further comprising an advertisement wizard for creating the requested advertisement.   5. The engine for recommended advertisements according to claim 4, wherein the advertisement wizard comprises a plurality of blank advertisement templates.   The engine for recommended advertisements according to claim 1, wherein the media asset includes a plurality of brands other than the brand of the requested advertisement.   The engine for recommended advertisements according to claim 1, wherein the media assets are at least two of statistics, videos, images, sound bytes, symbols, emblems, taglines, press releases, publications and web links. Including the engine.   The engine for recommended advertisements of claim 1, wherein the media asset includes a reusable asset.   The engine for recommended advertisements of claim 1, wherein the media asset includes exclusions, inclusions, and preferences for the subject of the media asset.   10. The engine for recommended advertisements according to claim 9, wherein the exclusion includes at least one of geographical restrictions, product restrictions, preferred partners, preferred product types, and conflicts with existing recommendations. Including the engine.   The engine for recommended advertisements according to claim 1, wherein the media asset includes a payment concept.   12. The engine for recommended advertisements according to claim 11, wherein the payment concept is different based on a requester of the requested advertisement.   The engine for recommendation advertisement according to claim 1, wherein the recommendation engine performs matching based on the exclusion of the media asset and at least one of second information and a variable element outside the vault. Performing the engine.   14. The engine for recommended advertisements of claim 13, wherein the variables include a brand association between the media asset brand and the requested advertisement brand.   The engine for recommended advertisements of claim 1, wherein each media asset includes a profile of the media asset.   16. The engine for recommended advertisements according to claim 15, wherein each profile includes a psychological profile of a typical user of the media asset brand, a target customer profile of the media asset brand, and a target profile. The engine including at least an affiliate profile.   17. The engine for recommended advertisements according to claim 16, wherein the target affiliate profile includes a desired sharing of marketing costs, a desired increase in brand awareness in a specific region, a desire for brand awareness in a specific field of use. The engine comprising at least two of: Rising, Distribution Channel Access, Promoted Market Entry, and Improved Brand Recognition.   The engine for recommended advertisements according to claim 1, wherein at least two matches are presented to select one match.   The engine for recommended advertisements according to claim 1, wherein at least one fee for the requested advertisement varies according to the nature of the match. An engine for recommended advertising, which:
At least one vault containing media assets;
A plurality of data intelligence directing a recommendation engine to a plurality of said media assets to optimize at least one requested advertisement;
A recommendation engine that matches the indicated media asset from the vault to at least one requested advertisement;
A delivery engine for integrating the requested advertisement with the matched media asset from the vault; and an advertisement wizard for creating the requested advertisement. A method for generating at least one requested advertisement comprising:
Accumulate media assets in at least one vault;
Indicating a plurality of assets of the media assets that optimize the at least one requested advertisement;
Matching the at least one requested advertisement with the indicated asset of the media assets;
Integrating the at least one requested advertisement with the matched media asset; and generating the at least one requested advertisement.
A method involving that.

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