WO2008122072A1 - Système de mercatique adaptatif - Google Patents

Système de mercatique adaptatif Download PDF

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Publication number
WO2008122072A1
WO2008122072A1 PCT/AU2008/000469 AU2008000469W WO2008122072A1 WO 2008122072 A1 WO2008122072 A1 WO 2008122072A1 AU 2008000469 W AU2008000469 W AU 2008000469W WO 2008122072 A1 WO2008122072 A1 WO 2008122072A1
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WIPO (PCT)
Prior art keywords
advertisement
data
content
marketing system
content data
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PCT/AU2008/000469
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English (en)
Inventor
Adrian Mcphee
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Addemand Limited Bvi Company Number 1388433
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Priority claimed from AU2007906665A external-priority patent/AU2007906665A0/en
Application filed by Addemand Limited Bvi Company Number 1388433 filed Critical Addemand Limited Bvi Company Number 1388433
Publication of WO2008122072A1 publication Critical patent/WO2008122072A1/fr

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the present invention relates to an adaptive marketing system.
  • Media channels such as television are not able to provide advertisers with an accurate means of controlling, or optimising, the communication of their message to consumers. Advertising campaigns and advertisements are therefore often produced with a broad specific demographic group in mind. For example, an advertisement may be produced to be of interest to males in the 18 to 28 age group. When such an advertisement is produced, for example for presentation on television, an advertising agency will typically look at the demographic characteristics of viewers for a number of television programs, time slots and make other similar considerations to establish a set of suitable television programs and time slots for that advertisement. That is, the information available about viewers drives the selection of timeslots.
  • the cost charged by a broadcaster to an advertising agent for carriage of an advertisement in a traditional media model such as television or radio is proportional to ratings forecasts based on metrics derived from the survey and other activities described above.
  • a traditional media model such as television or radio
  • the broadcaster must "make good" their promised exposure for the advertisement, which is at additional cost to the broadcaster as they must allocate an additional slot that they may have otherwise sold, and the advertising agent is adversely affected loses out because their marketing objectives were not achieved.
  • Traditional broadcast media such as television and radio, in addition to providing limited information about who is consuming the broadcast and their characteristics, may only communicate one stream of information at a time.
  • the result of this is, for example, that all consumers tuned into the same television or radio station, see and hear the same television program at the same point in time.
  • There is uniformity of the experience of each consuming the broadcast content is not individually tailored at all to the interests or preferences of a consumer.
  • each consumer is not only experiencing the same content, but advertisements dispersed throughout that content can only carry (at best) a relevance to a consumer directly proportional to the accuracy and resolution of the traditional means of demographic analysis and forecasting (surveys, diaries) described previously multiplied by the accuracy of an advertising agent analysing available information and selecting the correct position for advertisements.
  • Another limitation of traditional broadcast media is that consumers are not free to choose to watch, listen or see the content (or advertisements) they want, whenever they want, but rather the selection and programming of content and sale of advertisement slots is performed ahead of time by the broadcaster.
  • This linear broadcast model further limits the number and frequency of opportunities for advertisers to communicate with their desired demographic as there are a limited number of time slots available for an advertisement. That is, whilst a consumers may want at some point in time to consume some content, thereby providing an opportunity for an advertisement to be presented to that consumer, and indeed that consumer may be within a target demographic for an advertisement, the opportunity to deliver the advertisement to the consumer never arises and the consumer, and indeed the placer of the advertisement, are restricted by the capabilities of the media involved.
  • search engines such as Google, Yahoo and MSN have now become the popular destinations on the Internet as they allow users to discover content through entering keywords and finding documents based on those keywords.
  • Google for example, harnesses the large number of consumers using its services. Google essentially realised that the keywords that consumers were entering into its search engine represented what the user wanted. Given knowledge of what the consumer was seeking, Google were able to create a market whereby advertisers pay to have their ads presented to consumers when certain keywords (or, search terms) are entered. This model sees text- based matching, such that a car manufacturer may pay for their advertisement to display when users search using the keywords "new car" or other terms indicating a desire for a - A -
  • This technology can be referred to ads with search relevance.
  • AdSense allows publishers of Web pages to embed Google advertisements directly into their pages.
  • the advertisements that are presented use a similar method to the text-based matching of search relevance technologies, with the variation that the advertisements are placed based on the words contained on the page rather than the words contained in keywords used in a search engine.
  • an adaptive marketing system for generating an advertisement associated with a content data stream, said system for performing the step of generating advertisement data representing an advertisement based on metadata associated with said content data stream.
  • an adaptive marketing process for generating an advertisement associated with a content data stream including the step of generating advertisement data representing an advertisement based on metadata associated with said content data stream.
  • a computer program for generating an advertisement associated with a content data stream said program for performing the step of generating advertisement data representing an advertisement based on metadata associated with said content data stream.
  • the adaptive marketing system connects an emotion, such as exhilaration and frustration, generated by certain content, e.g. sporting footage, to an advertisement by synchronising the event and the message.
  • an exciting event occurs in some content
  • an exciting advertisement may be displayed in a subtle way so as not to detract the consumer from experiencing the excitement, but rather there is a connection between the excitement of the content and the exciting nature of the advertisement at the point in time that the advertisement is presented.
  • the timing and nature of the content and the event is represented in the metadata.
  • the adaptive marketing system enhances the consumer experience through personalised communications.
  • online media enables the adaptive marketing system to utilise information about a target a consumer, including age, sex, location and interests and then craft advertisements that are delivered in a meaningful manner (and/or at a meaningful time), thereby optimising impact on a consumer.
  • multiple targeted messages can be delivered simultaneously, thus increasing revenue streams for media and creative agencies through multiple spot sales.
  • a purchaser of advertising time e.g. an advertising agent
  • the purchaser is only charged in relation to how well the consumer's personal profile matches targets of the advertising campaign. For example, if an advertisement is ideally suited to consumers matching three characteristics, and relevant content is selected by a consumer with two of the three desired characteristics, the charge may relate directly to the degree to which the desired targets have been achieved.
  • Figure 1 is a schematic drawing of an adaptive marketing system in communication with advertising agents and consumers;
  • Figure 2 is a flow diagram of a login/registration process performed by the adaptive marketing system
  • Figure 3 is a flow diagram of an advertisement registration process performed by the adaptive marketing system
  • Figure 4 is a relationship diagram of data records held by the adaptive marketing system
  • Figure 5 is a flow diagram of an ad selection process performed by the adaptive marketing system
  • Figure 6 is a flow chart of an ad presentation/synchronisation process performed by the adaptive marketing system
  • Figure 7 is a screen shot of a user interface generated by the adaptive marketing system showing an advertiser login
  • Figure 8 is a screen shot of the user interface generated by the adaptive marketing system showing an advertising agent summary
  • Figure 9 is a screen shot of the user interface generated by the adaptive marketing system showing a list of advertising campaigns
  • Figure 10 is a screen shot of the user interface generated by the adaptive marketing system showing a list of advertisements associated with an advertising campaign
  • Figure 11 is a screen shot of the user interface generated by the adaptive marketing system showing an advertisement summary
  • Figure 12 is a screen shot of the user interface generated by the adaptive marketing system showing a Target selection for the advertisement relating to consumer gender
  • Figure 13 is a screen shot of the user interface generated by the adaptive marketing system showing a Target selection for the advertisement relating to consumer age
  • Figure 14 is a screen shot of the user interface generated by the adaptive marketing system showing the advertisement summary with an updated Target selection;
  • Figure 15 is a screen shot of the user interface generated by the adaptive marketing system showing a Placement selection for the advertisement relating to sports;
  • Figure 16 is a screen shot of the user interface generated by the adaptive marketing system showing an active-date selection for the Placement.
  • Figure 17 is a screen shot of the user interface generated by the adaptive marketing system showing the advertisement summary with an updated Placement selection.
  • the adaptive marketing system 100 shown in Figure 1 is used to generate an advertisement associated with a content data stream.
  • the system 100 performs a step of generating advertisement data representing an advertisement based on metadata associated with the content data stream.
  • the metadata may be received by the adaptive marketing system 100 when no content data (e.g. the content data stream) is received: in this arrangement, the content data is transmitted to a consumer (e.g. a TV viewer or radio listener or Web surfer) separately to the advertisement.
  • the metadata may also be received together with the content data, the metadata having been generated by a third-party (e.g. the Virage company), or the metadata may be generated by the adaptive marketing system 100 from received content data using for example a pattern recognition process (e.g. facial recognition processes); in this arrangement the content data is made available to the consumer by the adaptive marketing system 100.
  • the system 100 is hereafter described with reference to the above- described embodiments.
  • the adaptive marketing system 100 may be configured to include a server performing the step of generating the advertisement data being performed on a server and transmitted to the consumer.
  • the adaptive marketing system 100 may be configured to include a display client for generating a visual/audible display (e.g. on a computing device of the consumer) that receives the advertisement data and displays a corresponding advertisement, or receives the metadata and generates the advertisement data to display the advertisement, or receives broadcast data - which includes both the content data and the advertising data - and displays a corresponding broadcast that includes both content and ads.
  • the system 100 includes a common database 102 in communication with an Advertiser Portal 104, an Ad Selector 106 and a Consumer Portal 108.
  • the Advertiser Portal 104 includes a server in communication with the common database 102 and allows advertising agents, e.g.(Omnicom, WPP, Publicis, Interpublic, etc), to communicate with the adaptive marketing system 100.
  • the Advertiser Portal 104 communicates with the advertising agents via a standard data communications network (e.g. the Internet, local area networks, wireless data networks, etc) and advertising agent communications devices of the advertising agents (e.g. mobile telephones, personal computers, interactive televisions, hand-held computers, fixed telephones, VOIP terminals, etc).
  • the Advertiser Portal 104 provides a communications interface for the advertising agents.
  • the communications interface may be in the form of a dynamic Web site linked to logical rules in the Advertiser Portal 104 and data in the common database 102.
  • the advertising communications interface may be WML or XHTML pages for mobile telephones, or an interactive voice response (IVR) system for connection to a standard fixed telephone or a Voice-Over- Internet Protocol (VOIP) terminal.
  • the Advertiser Portal 104 may comprise software modules running on one or more computer servers (e.g. a single server, or a number of units distributed over various locations).
  • the Advertiser Portal 104 may comprise dedicated hardware units such as application specific integrated circuits (ASICs).
  • ASICs application specific integrated circuits
  • the Advertiser Portal 104 allows the advertising agents firstly to register (i.e. upload) advertisements and campaigns (in an advertising agent login/registration process 200), and secondly to activate the advertisements and campaigns for selection by the adaptive marketing system 100 and thus display to viewers and consumers (in a message/campaign generation process. 300, shown in Figure 3).
  • the advertising agent login/registration process 200 commences when an advertising agent attempts to access the Advertiser Portal 104 (step 202). If the advertising agent is already logged in (determined in step 204), access is granted (in step 206). If the advertising agent is not logged in (determined in step 204), the Advertiser Portal 104 determines whether the advertising agent is registered (in step 208). If the advertising agent is registered, a login Web page is generated by the Advertiser Portal 104 (in step 210). The login Web page includes a user identification data box and a user password data box; an example login Web page is shown in Figure 7. On detection of a valid user name and password (in step 210), the Advertiser Portal 104 grants access (in step 206). If the advertising agent is not registered, the Advertiser Portal 104 generates a registration Web page for creating a new account for the advertising agent (in step 212). Following successful completion of the registration process (step 212), the Advertiser Portal 104 grants access (in step 206).
  • the Advertiser Portal 104 generates an advertising agent's summary Web page that is populated with data associated with the advertising agent.
  • the advertising agent's summary Web page includes a list of advertising entities for whom the advertising agent manages campaigns and advertisements.
  • An example summary Web page is shown in Figure 8.
  • the Advertiser Portal 104 When the advertising agent selects an advertising entity from the list, the Advertiser Portal 104 generates a list of campaigns stored in the common database 102 for that advertising entity.
  • An example list of campaigns is shown in Figure 9.
  • the advertising agent may view a campaign and its associated advertisements (e.g. advertisements), as shown in Figure 10. By selecting one advertisement, a summary of the advertisement is shown (e.g. Figure 11).
  • the advertising agent may also select one or more Targets or Placements (described further below) for the advertisement, as shown for example in Figures 12 to 17.
  • the Advertiser Portal 104 provides a message/campaign generation process 300 (shown in Figure 3). Following login (step 302), the advertising agent selects an advertisement and the selected advertisement is registered by the Advertiser Portal 104 (step 304). When an advertisement is registered, the Advertiser Portal 104 provides an opportunity for the advertising agent to associate the registered advertisement with an advertising campaign (step 306). Associating an advertisement with an advertising campaign enables, for example, a series of advertisements to be more easily and effectively coordinated through the adaptive marketing system 100. If there is an existing advertising campaign (determined in step 308), advertising agent can select to associate the advertisement with an existing advertising campaign selected from a list (step 310). Alternatively, the advertising agent can select that a new messaging campaign be created (step 310).
  • the advertising agent may either create the advertisement by uploading images, video, text or other advertisement content (step 314), or if the advertisement already exists in the system (determined at step 312), the advertising agent may select the existing advertisement (step 316). Alternatively, the advertising agent may upload a link to advertisement date, e.g. a URL link to a content server which can provide the content on demand.
  • a link to advertisement date e.g. a URL link to a content server which can provide the content on demand.
  • the Advertiser Portal 104 allows the advertising agent to add a Target (steps 318,320) and/or a Placement (steps 322,324).
  • a Target is a constraint used to define a demographic set that can be used to target consumers: this is useful as advertisements and advertising campaigns are often created with a specific demographic group in mind.
  • a Target may be for example "Gender” and an advertising agent may specify a value representing "Male” as a Target for an advertisement (step 320).
  • Targets may also be used to specify constraints in any way such that a demographic set is identifiable, for example: age, gender, location, nationality, income, education and other characteristics and attributes which form constraints used to identify a set.
  • a list of associated Targets for that advertisement are presented.
  • a plurality of Targets may be selected by the advertising agent for association with each advertisement (steps 318,320).
  • the Advertiser Portal 104 allows advertising agents to associate an advertisement with events that may occur in content, thereby allowing the adaptive marketing system 100 to display that advertisement in a synchronised way with the event in the content.
  • the term "Placement" is used to denote this association between an advertisement and an event that may occur in some content.
  • a Placement is either an event, or class of event, that may occur in content. If the advertising agent selects to add a Placement (step 322), the Advertiser Portal 104 generates a list of events in available content, including events classified into groups.
  • the events in the content are represented by content data in the common database 102.
  • the content may be for example a content data stream for creative content such as a movie/film/ TV show/radio broadcast. Details are associated with events in the content (including Placement data) are represented in metadata associated with the content.
  • the metadata may indicate that the content relates to Sport, and may also indicate at which time-points in the contact a notable event (e.g. a goal) occurs.
  • the metadata relating to content may be automatically generated by a process of matching patterns in the content (e.g. by a facial recognition process).
  • the metadata associated with the content data may be provided by a third party, e.g. the Virage company, with the content not being provided to the adaptive marketing system 100.
  • the step of recognising patterns in the content data may be effected as the content data is received. Pattern recognition may occur in real-time, as the content data is received or transmitted to the consumers, or may occur off-line as the content data is stored in the common database 102.
  • a Placement can be selected for the advertisement (step 324).
  • the adaptive marketing system can select one or more advertisements to display when an events occurs in content.
  • the Advertiser Portal 104 may identify characteristics of the advertisement (e.g. product type) automatically, or though data from the advertising agent, and automatically generate one or more Placements (step 324).
  • Data in the common database is ordered in a hierarchical categorisation by domain (such as sport, entertainment etc.).
  • the advertising agent may drill down into a domain such as a sport, to the specific sport and events that may occur in that sport. For example, in the game of cricket when a batsman hits the ball so that the ball crosses the boundary of the playing field without touching the ground, that event is termed a "Six" (as six runs are awarded to the batting team upon this event). As a Six is a significant and exciting event in a game of cricket that many consumers seek to view, a specific advertisement related to the concept of a Six may be created.
  • Example Domain Specific Placements include: 1. Sport: a. Winning; b. Losing; c. Cricket: Six, Four, Catch; d. Baseball: Run Out, Home Run; e. Soccer: Goal, Red Card; f. Golf: Birdie, Eagle, In the bunker, Hole in one; 2. Entertainment: a. Funny; b. Romantic; and c. Sad.
  • a Placement has a range of active dates associated with it: these are dates during which the Ad Selector 106 attempts to select this advertisement when a content item (or an event in a content item) corresponding to the Placement is requested (by the consumer).
  • a screen shot example of a range of dates being selected or a Placement is shown in Figure 17.
  • Targets and Placements for an advertisement allows the advertising agent to target a set of consumers fitting certain demographic characteristics and place the advertisement to synchronise with a nominated event.
  • the reach of the advertising campaign includes the achieved Targets and Placements when an advertisement is selected by the Ad Selector 106.
  • the adaptive marketing system 100 can then associate the generated advertisements with content using the Ad Selector 106.
  • the Ad Selector 106 is responsible for the selecting of advertisements which are optimised for that consumer and that content.
  • the Ad Selector 106 includes a computer server in communication with the common database 102.
  • the Ad Selector 106 may comprise software modules running on one or more computer servers (e.g. s single server, or a number of units distributed over various locations).
  • the Advertiser Portal 104 may comprise dedicated hardware units such as application specific integrated circuits (ASICs).
  • the Ad Selector 106 accesses the advertisements, or at least references to the advertisements, registered through the Advertiser Portal 104 and stored in a common database 102.
  • the Advertiser Portal 104 and Ad Selector 106 may use other methods for Inter-Process Communication (EPC), e.g. message oriented middle-ware, or grid technology.
  • EPC Inter-Process Communication
  • the primary role of the Ad Selector 106 is to select advertisements for the content being displayed to the consumer, e.g. by streaming over the Web or being broadcast over the radio. In selecting an advertisement to be displayed, the Ad Selector 106 considers the following families of information:
  • L a profile of the consumer, e.g. age, gender and geographical location;
  • the Consumer Portal 108 provides content discovery and consumption interfaces for consumers, or users, of the adaptive marketing system.
  • the Consumer Portal 108 may vary in form and function across implementations and may be entirely separated from the common database 102 shared with the Ad Selector 106 and Advertiser Portal 104 and located on a different network.
  • the Consumer Portal 108 may directed advertisement to one delivery channel, e.g. via SMS, while the content data stream is being displayed on another delivery channel, e.g. via broadcast TV.
  • the Consumer Portal 108 may transmit data to an SMS broadcast system, or a dynamic outdoor bill board display system, for displaying the advertisement.
  • the Consumer Portal 108 includes a server in communication with a database.
  • the computer system is able to communicate with equipment of members, or users, of the system over a communications network using standard communications protocols.
  • the equipment of the members can be a variety of communications devices such as personal computers; interactive televisions; hand held computers etc.
  • the communications network may include the Internet, telecommunications network and/or local area networks.
  • the Consumer Portal 108 may comprise software modules running on one or more computer servers (e.g. a single server, or a number of units distributed over various locations).
  • the Advertiser Portal 104 may comprise dedicated hardware units such as application specific integrated circuits (ASICs). Consumers register their details and establish an account with the Consumer Portal 108 in order to gain access to content. This user registration process has the same steps as the advertising agent login/registration process 200; however it is provided by the Consumer Portal 108 for consumers. The consumer enters profile data, such as gender, location, date of birth, etc, during the consumer registration process.
  • the Consumer Portal 108 allows consumers to discover, select and consume content.
  • the Consumer Portal 108 also allows consumers to search for content based on keywords or using criteria relating to meta-data information about the content.
  • the consumer selects the content and the Consumer Portal 108 passes a unique consumer code (representing that consumer) and a content code (representing the requested content) to the Ad Selector 106.
  • the Ad Selector 106 then processes the consumer code and the content code to generate a list of relevant advertisements from the common database 102.
  • the Consumer Portal 108 uses SQL and text indexes in the common database 102 to search for relevant content that matches search/selection parameters of the consumer.
  • the Ad Selector 106 also generates a time-based index for each relevant advertisement based on occurrences of events in the content, as determined from the metadata.
  • the Consumer Portal 108 then transmits the selected content and the relevant advertisements to a display device of the consumer for display.
  • the Consumer Portal 108 transmits one or more data links to where the content and advertisement are started at remote locations.
  • the advertisements are displayed at times synchronised with the content, each time being determined from the time-based index.
  • the content, the advertisements and the time-based index are transmitted to a display client in the form of a Web browser on a networked display device of the consumer.
  • the time- based index is in the form of JavaScript code and the content is in the form of an Adobe Flash movie.
  • a JavaScript array of advertisements and the time-based index are transmitted from the Consumer Portal 108 to the display client when the Web page loads.
  • the JavaScript arrays are parsed by JavaScript functions which instruct the Flash movie to create cue points at given times in the movie and at these cue points to call another JavaScript function to display the advertisement.
  • the Consumer Portal 108 transmits only the advertisements and the time-based index, while the consumers receive the content from elsewhere, e.g. for advertisements received on a PDA/mobile phone and content received via broadcast TV.
  • the common database includes three separated data storage segments (shown in Figure 1): an ad information segment 110; a content billing segment 112; and a user/content segment 114.
  • the ad information segment 110 is accessed by the Advertiser Portal 104 to retain and recall data relating to, for example, campaigns, advertisements, Targets and Placements.
  • the Advertiser Portal 104 interacts with the ad information segment 110 to verify an advertising agent's credentials upon a login attempt.
  • the ad information segment 110 is also accessed by the Ad Selector 106 for selecting and updating data relating to advertisements, campaigns, Targets and Placements.
  • the Ad Selector 106 uses SQL "select statements" to retrieve a set of advertisements (advertisements) with Targets that match attributes of the consumer (e.g. age or location) in conjunction with Placements that match relevant events occurring in selected content to be sent to the consumer.
  • the Ad Selector 106 selects data from the ad information segment 110 which represents the events occurring in content so that it may use this data to select appropriate advertisements (with relating Placements) and schedule times for these advertisements to be presented such that they are synchronised with events occurring in the content.
  • the content billing segment 112 is accessed by the Ad Selector 106 to insert a billing record into the common database 102 when selecting an advertisement for transmission to the Consumer Portal 108.
  • the user/content segment 114 is accessed by the Ad Selector 106 to determine profile data of the consumer.
  • the profile data is used by the Ad Selector 106 to identify which advertisements have Targets matching the profile of the consumer.
  • the user/content segment 114 is accessed by the Consumer Portal 108 to retain new account details of the consumer, verify credentials upon a login attempt by the consumer.
  • the Consumer Portal 108 also accesses the user/content segment 114 to generate a list of available content for the consumer, and to transmit content to the display client.
  • the common database 102 is in the form of a relational database.
  • the types of data records in the common database 102 include:
  • a campaign record 402 including shared attributes of advertisements in the campaign, and a marketing budget allocation
  • an advertisement record 404 including advertisements for products or services in the form of text, image, video and/or audio;
  • a campaign-messages record 406 including a list of advertisements in the advertising campaign;
  • Placement record 408 including data representing the meaning of an event that may occur in content, and types of content available;
  • a message-Placements record 410 including a list of Placements selected for each advertisement
  • a Placements-events record 412 including a list of events in content that correspond to each Placement, and a list of Placements that are fulfilled by each event (as a Placement may be used to abstract or aggregate many, perhaps more detailed, events and provide meaning to an advertising agent, a Placement may have many events; similarly, a Placement condition may be true upon many events, in this way a Placement and an event have a many-to-many relationship which is facilitated by this intersection entity); 7. a Target record 412, being a characteristic of the consumer's profile;
  • a message-Target record 416 including a list of advertisements that fulfil each Target, and a list of Targets that have been requested in relation to each advertisement (for example a message-Target record in may be responsible for associating an advertisement aimed at consumers with a Target of "Gender” having a value of "Female", and a Target of "Nationality” having a value of
  • a content record 418 including video, audio, text data, or a link to a content data stream stored externally to the common database 102 (e.g. over a network);
  • an event record 420 including data regarding an incident, a situation or a special set of circumstances or outcomes in content (e.g. which sportsmen/actors are represented in the event);
  • a content-events record 422 including a list of events in each item of content, a list of items of content that show a type of event, and a time-manifest indicating an absolute or relative location of an event within a content item;
  • a meta-attribute record 424 including data representative of the meaning of the content item (e.g. how, when, by which consumer a content item has been received/created,, how it is formatted, content encoding, etc), data specifying the location (e.g. a URL) of a Content Item, data describing characteristics such as genre and track rights,
  • a content-meta-attribute record 426 including a list of attributes for each item of vide content, and a list of items of content with exhibit each attribute; 14. a consumer record 428, including details of consumers registered with the Consumer Portal 108 (e.g. date of birth, country of residence, gender, contact details, password, user-name);
  • an advertising agents record 430 including account, contact and billing details of the advertising agent.
  • a billing-events record including details of charges generated to an advertising agent when an advertisement is selected by the Ad Selector 106.
  • the Placement record 408 may have a hierarchical relationship with each other.
  • a Placement may be general, e.g. "Sport”, or specific, e.g. "Six” (when a batsman in Cricket hits the ball over the boundary without the ball touching the ground).
  • Placement "Six” may be a child of "Cricket", which in turn is a child of "Sport”.
  • a Placement of "Sport” will be accepted as “Six” is a child of "Sport”.
  • a Placement may also be a specific event such as "The Ashes 2006" which is a concrete event that content may relate to, not an abstract classification.
  • a Target record 414 may include a Target for example "Gender”; the Advertiser Portal 104 may store a value representing "Male” as a Target for the advertisement.
  • Targets may have a hierarchical relationship with each other, for example a parent-child relationship between Targets could be used to set a Target of "San Francisco”; however this has "Location”, “United States of America”, “California” as parent Targets.
  • Targets may also be used to specify constraints in any way such that a demographic set is identifiable, for example age, location and other characteristics and attributes which form constraints used to identify a set.
  • Meta-attribute records 424 may have a hierarchical, or self-referencing, relationship whereby a parent-child relationship exists between one Meta Attribute and another. This may be used, for example, to classify Meta Attributes into sets so that dependencies between Meta Attributes can be managed.
  • Events may have a hierarchical relationship with each other whereby one event record references another record as its parent, for example a parent-child relationship between events could represent the sector of "Sport", with a child being the game of "Cricket”, with a Cricket "Match” being a child of "Cricket”, the act of "Batting” being an event occurring in a "Match”, and the act of hitting a "Six” being an event that may occur when a batsman is Batting in a Match of Cricket.
  • a primary role of the adaptive marketing system 100 is to map the Placements of an advertisement to the events occurring in the content.
  • the Ad Selector 106 performs an ad selection process 500.
  • the ad selection process 500 commences (step 502 in Figure 5) with the Ad Selector 106 receiving two inputs: firstly a content item ID relating to the content item requested by the consumer, and a consumer ID for uniquely identifying the consumer.
  • the Ad Selector 106 selects all content-events records 422 related to the content item ID (step 504), then by linking events in the selected content item to Placements in the ad information segment 110, the Ad Selector 106 selects all advertisements with a matching message-placements records 410 (step 506).
  • the Ad Selector 106 then creates an empty evaluated ads array to store data relating to how the ads are evaluated (step 508). For each advertisement the Ad Selector 106 determines whether there is a match between the Targets of the advertisement and profile data of the consumer (step 510).
  • the matching process of step 510 may be performed using the following pseudo code:
  • any duplicate advertisements for each event are removed (step 512) leaving only the advertisement with the highest Target correspondence to the consumer's profile data. If more than one advertisement assigned to an event has the same relevance to the consumer's profile data, then one entry will be selected based on a random determination. Once the advertisements and corresponding events in the content have been selected, the data representing the evaluated advertisements is returned by the Ad Selector 106 for transmission with the selected video content (step 514).
  • the Consumer Portal 108 performs an ad presentation/synchronisation process 600, which commences with the Consumer Portal 108 transmitting the content item ID and the consumer ID to the Ad Selector 106 (in step 602 of Figure 6).
  • the Consumer Portal 108 receives data relating to the requested content (e.g. a URL pointing to the video content) and an XML document containing information of the advertisements to be delivered, and a time manifest with the timing if those messages (e.g. a time-based schedule of events), from the Ad Selector 106 (step 604).
  • the XML document may for example be in the following format: ,
  • the Consumer Portal 108 parses the data therein and transmits it to a display device of the consumer, together the video content (step 606).
  • An Adobe flash video player in the display device of the consumer displays the video content and interprets the advertisement display queues for each advertisement transmitted in the array (step 608).
  • the display content and message step may be performed for each advertisement following the pseudo code below:
  • an HTML div tag is created on the Web page containing the Flash video player
  • Each div contains the creative of the advertisement, e.g. the image representing the ad;
  • Each div has a unique id set, equal to the id of the advertisement as per the XML document;
  • the visibility of the div tag is set such that the it is hidden (for example using CSS style attribute setting such as visibility: hidden);
  • a cue point is inserted onto the flash movie at the corresponding advertisement time.
  • the cue point contains an instruction to call a JavaScript function that when the cue point (that time) is reached.
  • the advertisements are presented synchronised with events occurring in the video content.
  • the Ad Selector 106 performs a billing process when each advertisement is selected wherein a bill is raised indicative of the relevance of a selected advertisement to: the video content, the event/s, and/or the profile data of the consumer (i.e. the Targets, the Placements, the reach, etc).
  • the Ad Selector 106 attempts to create an optimal match between the advertisement and its circumstances of presentation.
  • Consumer targets a. Gender is male; b. Age is 24 to 40; c. Location is Chicago, Illinois; 2. Content placements: a. Event is Baseball: Home Run.
  • the system does not know how many, if any, opportunities there will be for an advertisement to be delivered to consumers matching all targets (e.g. Males aged between 24 and 40 living in Chicago), nor how many of these consumers will consume Baseball content featuring a home run. If for example a Male aged 30 also from the city of Rockford (also in Illinois) where to watch a video featuring a home run, then the system may serve the advertisement intended for similar consumers in Chicago but at a lesser cost to the advertising agent.
  • the degree of optimisation is 4/5.
  • n the optimal number of intersecting sets as defined above;
  • the system stores remaining budget for that advertisement or campaign, p.
  • the Ad Selector 106 can dynamically generate advertisements with a cost to the advertising agent that is adapted to the relevance of the advertisement to the consumer, and thus the likely impact of the message to the consumer. Furthermore, advertisements can be automatically displayed with the content data stream until the relevant campaign budget is exhausted.

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Abstract

L'invention concerne un système de mercatique adaptatif qui permet de produire une annonce publicitaire associée à un flux de données de contenu, ledit système faisant appel à une étape de production de données d'annonce publicitaire représentant une annonce publicitaire sur la base des métadonnées associées au flux de données de contenu précité.
PCT/AU2008/000469 2007-04-05 2008-04-02 Système de mercatique adaptatif WO2008122072A1 (fr)

Applications Claiming Priority (4)

Application Number Priority Date Filing Date Title
US92217607P 2007-04-05 2007-04-05
US60/922,176 2007-04-05
AU2007906665A AU2007906665A0 (en) 2007-12-06 Adaptive marketing system
AU2007906665 2007-12-06

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WO2008122072A1 true WO2008122072A1 (fr) 2008-10-16

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Cited By (2)

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GB2477746A (en) * 2010-02-11 2011-08-17 Nds Ltd Content delivery including targeted advertisements
US9355174B2 (en) 2012-09-07 2016-05-31 Iheartmedia Management Services, Inc. Multi-input playlist selection

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US20020068525A1 (en) * 2000-09-19 2002-06-06 Activate.Net Methods and systems for dynamically serving in-stream advertisements
US6505169B1 (en) * 2000-01-26 2003-01-07 At&T Corp. Method for adaptive ad insertion in streaming multimedia content
US20030187733A1 (en) * 2002-04-01 2003-10-02 Hertling William Edward Personalized messaging determined from detected content
US7073129B1 (en) * 1998-12-18 2006-07-04 Tangis Corporation Automated selection of appropriate information based on a computer user's context
US7089194B1 (en) * 1999-06-17 2006-08-08 International Business Machines Corporation Method and apparatus for providing reduced cost online service and adaptive targeting of advertisements

Patent Citations (5)

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US7073129B1 (en) * 1998-12-18 2006-07-04 Tangis Corporation Automated selection of appropriate information based on a computer user's context
US7089194B1 (en) * 1999-06-17 2006-08-08 International Business Machines Corporation Method and apparatus for providing reduced cost online service and adaptive targeting of advertisements
US6505169B1 (en) * 2000-01-26 2003-01-07 At&T Corp. Method for adaptive ad insertion in streaming multimedia content
US20020068525A1 (en) * 2000-09-19 2002-06-06 Activate.Net Methods and systems for dynamically serving in-stream advertisements
US20030187733A1 (en) * 2002-04-01 2003-10-02 Hertling William Edward Personalized messaging determined from detected content

Cited By (4)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
GB2477746A (en) * 2010-02-11 2011-08-17 Nds Ltd Content delivery including targeted advertisements
US9355174B2 (en) 2012-09-07 2016-05-31 Iheartmedia Management Services, Inc. Multi-input playlist selection
US10318651B2 (en) 2012-09-07 2019-06-11 Iheartmedia Management Services, Inc. Multi-input playlist selection
US11526547B2 (en) 2012-09-07 2022-12-13 Iheartmedia Management Services, Inc. Multi-input playlist selection

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