WO2008130268A2 - Procédé et systèmes interactifs de contrôle et de monitorage de l'efficacité de la publicité dans les médias - Google Patents

Procédé et systèmes interactifs de contrôle et de monitorage de l'efficacité de la publicité dans les médias Download PDF

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Publication number
WO2008130268A2
WO2008130268A2 PCT/RU2008/000113 RU2008000113W WO2008130268A2 WO 2008130268 A2 WO2008130268 A2 WO 2008130268A2 RU 2008000113 W RU2008000113 W RU 2008000113W WO 2008130268 A2 WO2008130268 A2 WO 2008130268A2
Authority
WO
WIPO (PCT)
Prior art keywords
advertising
media
mobile terminal
subscriber
effectiveness
Prior art date
Application number
PCT/RU2008/000113
Other languages
English (en)
Russian (ru)
Other versions
WO2008130268A3 (fr
Inventor
Oleg Olegovich Teterin
Original Assignee
Obshchestvo S Ogranichennoy Otvetstvennostyu 'superfone'
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Obshchestvo S Ogranichennoy Otvetstvennostyu 'superfone' filed Critical Obshchestvo S Ogranichennoy Otvetstvennostyu 'superfone'
Publication of WO2008130268A2 publication Critical patent/WO2008130268A2/fr
Publication of WO2008130268A3 publication Critical patent/WO2008130268A3/fr

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Classifications

    • 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 systems for advertising goods and services, and, in particular, to interactive systems for monitoring and monitoring the effectiveness of advertising of goods and services in the media.
  • the indicated system is intended for sending advertising and informational messages taking into account the classification features of mobile communication subscribers, as well as charging conventional units to the subscriber’s account, depending on the number of viewed advertising messages.
  • the disadvantages of the known system include the inability to monitor the effectiveness of advertising carried out by the advertiser in various media and to inform the advertiser about the effectiveness of such advertising.
  • the objective of the present invention is to provide a method and system for the distribution and control of the effectiveness of advertising in the media through a wide mobile network.
  • the technical result of the proposed invention is, in particular, increasing the effectiveness of monitoring advertising in the relevant media by encouraging the user of the mobile terminal to view it and participate in monitoring advertising, reducing the cost of the advertiser, reducing the time it takes to process the results of research on the effectiveness of a particular advertisement.
  • a method for monitoring the effectiveness of advertising which consists in the fact that an advertising message is generated and presented to the user of the mobile terminal of the communication network via the appropriate media on the server for monitoring the effectiveness of the advertisement, containing: the actual advertising message about the advertised product or service and a media code identifying the specified advertising message and the media through which the specified advertising is distributed the message is downloaded from the server for monitoring the effectiveness of advertising to the mobile terminal of a subscriber of a communication network an application providing: the possibility of charging a subscriber of a mobile terminal a monetary reward to his account by debiting funds from the advertiser's account and connecting the mobile terminal of the subscriber to the communication network with the corresponding short telephone number of the advertising performance monitoring server, then the user enters the specified media code by means of the downloaded and installed in the mobile terminal of the subscriber of the communication network of the application, and sending a message containing the specified honey the code for the corresponding short telephone number of the server for monitoring the effectiveness of advertising, on the server for monitoring the effectiveness of advertising, the received media code is identified and the number of messages
  • the corresponding short access number to the server for monitoring the effectiveness of advertising can also be indicated in the advertising message.
  • the corresponding media code identifies the time and territorial location of the distribution of the advertising message.
  • received messages are counted containing a media code that identifies the advertisement of the respective advertiser of a product or service in the appropriate media information tool and / or they are counted received messages containing media codes from one subscriber, as a result of which a corresponding monetary reward is calculated depending on the number of viewed advertising messages and accordingly transmitted subscriber messages. Additionally, they provide the user of the mobile terminal of the communication network with access to account status information.
  • the advertising message is distributed through the TV and / or radio and / or Internet media.
  • the advertising message includes, in particular, text data and / or graphic data and / or audio and / or video data.
  • An advertising performance monitoring system including, in particular, an advertising performance monitoring server interconnected with a bank clearing center, a data storage device, and a mobile communications network including, in particular, a billing center, and mobile subscribers' terminals, moreover, an advertising performance monitoring server made with the possibility of: forming and presenting to the user a mobile terminal of the communication network through the appropriate media advertising message containing, with only an advertising message about the advertised product or service and a media code that identifies the specified advertising message and the media through which the specified advertising message is distributed, downloads to the mobile terminal of the communication network subscriber a free application that provides: the ability to charge the subscriber of the mobile terminal a monetary reward to his account, by debiting funds from the advertiser's account and making a connection to the mobile terminal of the subscriber of the communication network in accordance with With the short telephone number of the advertising performance monitoring server, the user of the mobile terminal enters the media code indicated in the advertising message through the application downloaded and installed on the mobile terminal and sends a message containing the specified media code to the
  • FIG. 1 is a block diagram illustrating a distribution system and monitoring the effectiveness of advertising in the media.
  • the media Thanks to a survey of subscribers on a paid basis, at the expense of advertisers, the media get a unique opportunity to analyze the audience of any media with a more representative sample. In fact, not by sampling, but by total coverage, through the existing network of mobile (cellular) subscribers of the country.
  • the method is based on downloading a special free application for a mobile phone of a subscriber not associated with the advertised product.
  • the software application is designed to connect a mobile terminal of a subscriber of a communication network, by means of a dedicated telephone number of an advertising performance monitoring server, to enable a subscriber of a mobile terminal to pay a monetary reward to his account in response to a subscriber transmitting messages that allow monitoring and monitoring the effectiveness of advertising of goods services in various media (media).
  • the subscriber By advertising this product, the subscriber sees the advertisement decides to download this application. Downloading this application is carried out after the subscriber sees the application’s advertisement in traditional outdoor advertising media (on the radio / television, in the press). In fact, in parallel with the advertising of a product or service, the subscriber participates in the action "monitoring the effectiveness of this advertisement)). After seeing the advertisement, the subscriber decides to send the media code (numbers, letters indicated in the advertising and information message) to a special short number for special short messages (CMC messages). Further, the system recognizes numbers and letters and determines, thanks to which message placed in traditional advertising media, the subscriber sent CMC.
  • the media code numbers, letters indicated in the advertising and information message
  • CMC messages special short number for special short messages
  • the program makes an automatic conclusion that after seeing such an advertisement, so many subscribers sent so much CMC, which leads to conclusions about the effectiveness of this type of advertising medium, time when the subscriber saw the advertising information image and what the subscriber saw.
  • the peculiarity of this technology is that the advertised service, which should attract the attention of the subscriber, must be very popular, for example, daily, every minute needs of a person: air, water, food, mobile communications, and so that the subscriber spends every day on these needs money, and the proposed service provides these needs if you send a free CMC message - for free.
  • an advertising message is generated and presented to the user of the mobile terminal of the communication network through the appropriate media containing the advertising message about the advertised product or service and a media code identifying the specified advertising message and the media through which the specified advertising message is distributed,
  • a free application is downloaded from the advertising effectiveness monitoring server 1 to the mobile terminal of the subscriber 2 of the communication network 3, for example, made using a JAVA applet and containing, in particular, a link to the advertising effectiveness monitoring server number for automatic direct connection.
  • a monetary reward to his account by transferring the identification number of the mobile terminal to the advertiser's server to charge his number (account number, for example, an account in a mobile billing center or bank 4) of the corresponding monetary reward for a certain the number of transmitted messages containing media codes of advertisers of goods and services.
  • the user in the process of viewing advertisements, enters through the downloaded and installed on the mobile terminal subscriber 2 communication networks 3 applications, the specified media code and sends a message containing the specified media code to the corresponding short telephone number advertiser’s server.
  • the advertising effectiveness monitoring server 1 carries out: identification of the received media code using the database stored in the data storage device (DB) of 5 previously stored and interpreted media codes, and counting the number of messages received from subscribers with the corresponding media codes, according to the result of which the rating is formed relevant media having high efficiency of advertising in them and determine the effectiveness of a particular advertisement in the relevant medium media, to inform advertisers and calculate the corresponding monetary reward on the subscriber’s account, provided by the settlement center or bank 6, moreover, the calculation of remuneration can be differentiated depending on the rating of the media, the more popular the media, the cost of one message with a media code is lower or vice versa.
  • DB data storage device
  • the network of the mobile service provider 3 is a set of devices that provide interaction between the mobile operator, users of mobile communication terminals, and the means of a server for monitoring the effectiveness of advertising.
  • a data storage device designed to collect, manage, store data, and integrates, converts, and directly stores data, and also provides data for analysis and interpretation.
  • the data storage device includes at least the following databases: databases of subscribers with personal attributes, databases of user accounts, databases with information about the calculated number of advertising messages viewed by the subscriber and the amount of monetary reward (i.e. messages with a copper code), a database of media codes to ensure the correspondence of advertising messages of advertisers and the media in which they are placed, and a database of advertising accounts givers.
  • the server for monitoring the effectiveness of advertising provides control over the process of forming the interpretation, comparison and analysis of advertising messages to ensure the correspondence of the media codes, advertising messages of advertisers and the media in which they are placed, as well as the process of calculating a monetary reward (bonus), to the subscriber’s account using information related databases.
  • Performance Monitoring Server The advertiser carries out a request for information: from the database of information on the calculated number of advertising messages viewed by the subscriber and the amount of the monetary reward, from the database of subscriber accounts of information about the subscriber's account for transferring to it from the advertiser's account the aforementioned amount of remuneration identified in the database of accounts of advertisers.
  • the advertising effectiveness monitoring server 1 is connected via communication channels (Ethernet, WLAN, etc.) to a data storage device 3, as well as to the network of a mobile operator 3 and a payment center or bank 6.
  • Mobile terminals of users 2 are also connected to the network of a mobile operator 3 .
  • a mobile terminal in particular, a handheld computer or communicator or any other types of similar communication devices that can communicate with a mobile communication network can be used.
  • the mobile terminal also contains a Subscriber Identity Module (MIA) for providing this method and supports a JAVA software application. To download the software application and its execution, the functionality of the toolkit of the applied programs of the MIA is used. If necessary, secure data transmission can be used, while a protected mechanism is used for the toolkit of MIA application programs.
  • MIA Subscriber Identity Module
  • IMSI international identification of the mobile subscriber
  • MSISDN mobile subscriber number of a digital network with integrated services
  • all necessary identification data for identifying a user of a mobile terminal can be obtained from a database of subscribers of a mobile radio communication network to which the advertiser’s server has access.
  • the identification data contains at least the subscriber’s address, an additional address to replenish the account.
  • the technology of transferring and downloading software applications installed on a mobile terminal can also use the broadcast short service for all subscribers of a mobile communication network located in the coverage area of a communication network or in the area adjacent to points of sale or provision of advertised services.
  • the transfer of the free application in particular, can also be carried out, for example, at certain times of the day, for example, taking into account the time of the release of advertising, as well as taking into account the loading of the mobile communication network.
  • the process of transmitting a message and calculating monetary rewards can be used by trusted authorities, and is provided with a digital signature or identification numbers.

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  • Business, Economics & Management (AREA)
  • Strategic Management (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Finance (AREA)
  • Economics (AREA)
  • Game Theory and Decision Science (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Marketing (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Theoretical Computer Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Telephonic Communication Services (AREA)
  • Mobile Radio Communication Systems (AREA)
  • Information Transfer Between Computers (AREA)

Abstract

L'invention concerne des systèmes interactifs de contrôle et de monitorage de l'efficacité de la publicité dans les médias. L'invention permet de réduire les dépenses de l'annonceur, de diminuer le temps nécessaire au traitement des résultats relatifs à l'efficacité de la publicité. Dans ce procédé, on forme dans un serveur et l'on soumet à un terminal mobile d'un réseau de communication un message publicitaire et un code de média identifiant le message, avec le chargement dans ledit terminal depuis le serveur de monitorage de l'efficacité de la publicité d'une application assurant la possibilité de virer sur le compte de l'abonné d'une rétribution provenant de l'annonceur. L'utilisateur effectue la saisie depuis l'application chargée en indiquant le code média indiqué et envoie le message avec le code média indiqué au numéro téléphonique court correspondant du serveur de monitorage de l'efficacité de la publicité, dans lequel on identifie le code média reçu et l'on calcule le nombre de message reçus de l'abonnée avec des codes média correspondants.
PCT/RU2008/000113 2007-02-28 2008-02-28 Procédé et systèmes interactifs de contrôle et de monitorage de l'efficacité de la publicité dans les médias WO2008130268A2 (fr)

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
RU2007107483/09A RU2007107483A (ru) 2007-02-28 2007-02-28 Способ и система распространения и контроля эффективности рекламы в средствах массовой информации
RU2007107483 2007-02-28

Publications (2)

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WO2008130268A2 true WO2008130268A2 (fr) 2008-10-30
WO2008130268A3 WO2008130268A3 (fr) 2009-01-22

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PCT/RU2008/000113 WO2008130268A2 (fr) 2007-02-28 2008-02-28 Procédé et systèmes interactifs de contrôle et de monitorage de l'efficacité de la publicité dans les médias

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RU (1) RU2007107483A (fr)
WO (1) WO2008130268A2 (fr)

Citations (5)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US5933811A (en) * 1996-08-20 1999-08-03 Paul D. Angles System and method for delivering customized advertisements within interactive communication systems
RU2192049C1 (ru) * 2001-12-26 2002-10-27 Гаврилов Сергей Анатольевич Способ распространения рекламно-информационных сообщений (варианты)
KR20030011501A (ko) * 2001-08-03 2003-02-11 주식회사 엘지이아이 인터넷 서버에서의 후불 결제 서비스 제공방법
KR20030035051A (ko) * 2001-10-29 2003-05-09 오선홍 모바일 폰을 이용한 물품 구매 시스템 및 그 방법
KR20040010382A (ko) * 2002-07-26 2004-01-31 마쯔시다덴기산교 가부시키가이샤 대리 수수료 결제 시스템

Patent Citations (6)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US5933811A (en) * 1996-08-20 1999-08-03 Paul D. Angles System and method for delivering customized advertisements within interactive communication systems
US6385592B1 (en) * 1996-08-20 2002-05-07 Big Media, Inc. System and method for delivering customized advertisements within interactive communication systems
KR20030011501A (ko) * 2001-08-03 2003-02-11 주식회사 엘지이아이 인터넷 서버에서의 후불 결제 서비스 제공방법
KR20030035051A (ko) * 2001-10-29 2003-05-09 오선홍 모바일 폰을 이용한 물품 구매 시스템 및 그 방법
RU2192049C1 (ru) * 2001-12-26 2002-10-27 Гаврилов Сергей Анатольевич Способ распространения рекламно-информационных сообщений (варианты)
KR20040010382A (ko) * 2002-07-26 2004-01-31 마쯔시다덴기산교 가부시키가이샤 대리 수수료 결제 시스템

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KHRUSTALEV D.A.: 'Noveishee zukovodstvo po sotoroi svyazi' MOSCOW, SOLON-PRESS 2003, pages 66 - 69 *

Also Published As

Publication number Publication date
WO2008130268A3 (fr) 2009-01-22
RU2007107483A (ru) 2008-09-10

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