WO2012104695A2 - Système de publicité - Google Patents

Système de publicité Download PDF

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Publication number
WO2012104695A2
WO2012104695A2 PCT/IB2012/000119 IB2012000119W WO2012104695A2 WO 2012104695 A2 WO2012104695 A2 WO 2012104695A2 IB 2012000119 W IB2012000119 W IB 2012000119W WO 2012104695 A2 WO2012104695 A2 WO 2012104695A2
Authority
WO
WIPO (PCT)
Prior art keywords
purchaser
advertising
transaction
seller
event
Prior art date
Application number
PCT/IB2012/000119
Other languages
English (en)
Other versions
WO2012104695A3 (fr
Inventor
Tae-hoi KIM
Original Assignee
Kim Tae-Hoi
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 Kim Tae-Hoi filed Critical Kim Tae-Hoi
Publication of WO2012104695A2 publication Critical patent/WO2012104695A2/fr
Publication of WO2012104695A3 publication Critical patent/WO2012104695A3/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

  • This invention relates to an online advertising system. More particularly, but not exclusively, the invention relates to an advertising system for use on e- commerce websites during online transactions.
  • Electronic commerce or e-commerce as it is more commonly referred to, consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks. While the remainder of this specification will be predominantly focused on electronic transactions conducted over the Internet, it should be appreciated that the invention is not limited as such and may include transactions conducted over any suitable network and any suitable electronic means.
  • E-commerce has enjoyed tremendous growth over the last approximately 30 years and has become one of the most popular means of transacting, mainly because of its convenience to both retailers and consumers.
  • Most e- commerce transactions are today conducted via an Internet website on which the consumer may browse the retailer's available goods, select which goods he or she wants to purchase and also pay for the selected goods online, typically by means of a credit card.
  • the goods are then delivered to the client in one of a number of ways which include downloading, drop shipping, in-store pickup, printing and collection.
  • the way in which the goods are delivered depends to a large extent on the nature of the goods.
  • Online shopping is a form of electronic commerce where the buyer is directly online to the seller's computing infrastructure usually via the Internet. There is no intermediary service.
  • the sale and purchase transaction is completed electronically and interactively in real-time.
  • An example of an online shopping transaction is the purchase of a new book from Amazon.com®. If an intermediary is present the sale and purchase transaction is commonly referred to as electronic commerce.
  • An example of such a transaction is a purchase through a website such as eBay.com.
  • Electronic commerce is generally considered to be the sales aspect of e- business. It also consists of the exchange of data to facilitate the financing and payment aspects of the business transactions. In the remainder of this specification the term e-commerce should be widely construed to include both online shopping and other electronic commerce transactions.
  • Coupon codes are generally provided by the retailers to a select group of customers and the customers are then required to redeem the coupon codes at the time of purchase, typically by entering the coupon code in a field provided for it.
  • This structure has the disadvantage that clients are more likely to abandon a transaction if they were not issued with a coupon and realise at the time of finalising the transaction that they could have obtained a discount had they been in possession of a coupon.
  • an advertising system for use in an e-commerce transaction between a seller and a purchaser during which the purchaser purchases goods or services from the seller, the system comprising a transaction server associated with the seller and configured to process the transaction, an electronic communications network by means of which the purchaser may interact with the transaction server and an advertising module configured to communicate with the transaction server and to interact with the purchaser via the electronic communications network, characterized in that the advertising module is further configured to present the purchaser with an option to participate in an advertising event, to offer the purchaser an incentive for accepting the option, to receive an acceptance or denial of the option from the purchaser and, upon receiving an acceptance of the option by the purchaser, to conduct the advertising event and communicate the incentive to the transaction server upon completion of the advertising event.
  • the advertising event to be an interactive advertising event; for the electronic communications network to be the Internet; for the transaction server to include a web server configured to host an Internet website on which the purchaser may conduct the transaction from a web browser operating on an Internet enabled electronic device; and for the advertising event to be any one or more of the viewing of an advertisement; the answering of one or more questions; the completion of a questionnaire; the answering of one or more multiple choice questions; the completion of a survey; the playing of a game or the like.
  • a still further feature of the invention provides for the incentive to be any one or more of a discount against a purchase price for the goods or services; a free gift; credit towards an account held by the purchaser with the seller; points towards a loyalty scheme or program; a cash payment from the seller into a bank account of the purchaser; a voucher or the like.
  • Yet further features of the invention provide for the advertising module to provide the option to the purchaser during the transaction and before the purchaser conducts payment for the transaction, alternatively, for the option to be provided before the transaction is initiated or after payment has been completed; for the advertising module to present the purchaser with one or more further options to participate in additional interactive advertising events during or after completion of the first advertising event and to offer the purchaser additional incentives for accepting the further options; for the further options to relate to more involved versions of the advertising events, the acceptance of which result in superior incentives; for the advertising event to be personalized to the purchaser; and for the advertising event to be related to the goods or services purchased during the transaction.
  • Still further features of the invention provide for the advertising module to be associated with and to operate on the transaction server; alternatively for the advertising module to operate on a separate server associated with the seller; further alternatively for the advertising module to operate on an independent remote server and to be configured to communicate with the transaction server by means of the network; and for the remote server to be associated with an independent advertising agency.
  • Yet further features of the invention provide for the advertising module to offer a further incentive to the purchaser for sharing details of the transaction on a public forum; for the public forum to be a social network; for the advertising module to be further configured to receive a permission or denial by the purchaser to share the details of the transaction and to automatically share such details without further interaction from the user upon receipt of the permission.
  • the invention also provides a method of advertising to a purchaser involved in an e-commerce transaction with a seller for the sale of goods or services over an electronic communications network, the transaction being conducted at a transaction server associated with the seller from a network enabled device associated with the purchaser and including the steps of presenting to the purchaser, by means of an advertising module, with an option to participate in an advertising event, offering the purchaser an incentive for accepting the option, receiving an acceptance or denial of the option from the purchaser and upon receiving an acceptance of the option by the purchaser conducting the advertising event with the purchaser and communicating the incentive to the transaction server to be effected upon completion of the advertising event.
  • the advertising event to be interactive and to include any one or more of the steps including showing a pre-recorded advertisement to the purchaser, requesting the purchaser to provide feedback on an advertisement, requesting the purchaser to answer one or more questions or complete a questionnaire, requesting the purchaser to answer of one or more multiple choice questions, requesting the purchaser to complete an online survey or interacting with the purchaser to play a game and providing the purchaser with an incentive based at least to some extent on results achieved by the purchaser in the game.
  • Still further features of the invention provide for the step of offering the incentive to the purchaser to include one or more of the steps of offering the purchaser a discount against a purchase price for the goods or services; offering the purchaser a free gift; offering the purchaser credit towards an account held by the purchaser with the seller; offering the purchaser a cash payment from the seller into a bank account of the purchaser; and offering the purchaser a voucher.
  • FIG. 1 is a schematic diagram of an advertising system in accordance with the invention.
  • Figure 2 is a flow diagram of an e-commerce transaction conducted between a seller and a purchaser incorporating an advertising system in accordance with the invention
  • FIG. 3 is a schematic diagram of a second embodiment of an advertising system according to the invention.
  • FIG. 4 is a schematic diagram of a third embodiment of an advertising system according to the invention. DETAILED DESCRIPTION WITH REFERENCE TO THE DRAWINGS
  • the system (1) includes a transaction server (2) associated with an online seller (3).
  • the seller (3) may be a direct seller as in the case typically encountered in online shopping, or it may be an intermediary in an e-commerce transaction, for example a company operating an online store such as Amazon ® .
  • the server (2) is connected to an electronic communications network (4), in the current example the Internet, and includes a web server (not shown) by means of which it hosts an e-commerce website (not shown) on the World Wide Web on which customers (6) may buy the goods and/or services of the seller.
  • transaction server (2) may be either a physical server entity or a cloud hosted virtual server.
  • the system (1) includes a secure online payment gateway (5), for example PayPal ® , through which customers may conduct secure payment over the Internet for the goods or services purchased on the seller's website.
  • the system (1) includes an advertising module (7), which in the current embodiment is a software module running on the transaction server (2).
  • a customer (6) navigates to the seller's website from a web browser on an Internet enabled device such as a personal computer at a step (10). Once on the seller's website, the customer is able to navigate and browse (11) through the various goods and/or services the seller has on offer and select (12) which goods or services he or she would like to purchase. The selected goods are typically added to a virtual shopping basket (13) after which the customer may select to check out and pay for the goods (14) or continue shopping (15).
  • the advertising module (7) displays a message on the active web page presenting the purchaser with an option (16) to participate in an interactive advertising event in exchange for an incentive in the form of a percentage discount on the total value of the goods or services he or she is in the process of purchasing.
  • the message also displays the total value of the purchase as well as the value of the discount on offer, although it should be appreciated that this is at the discretion of the seller. If the customer selects not to participate in the advertising event he or she is transferred directly to the payment gateway at a step (17) and the transaction is concluded in the normal way. If, however, the customer elects to participate in the interactive advertising event the event is initiated by the advertisement module at step (18).
  • the advertisement event may take on any number of formats but will require the customer's interaction at least to some degree.
  • Typical examples of advertisement events include the showing of a prerecorded advertisement and a subsequent request to the customer to comment on it, the completion of an online questionnaire relating to a specific product or service, the completion of a customer survey or even the playing of a game specifically designed with a view to advertising a particular product.
  • the customer may opt out of the advertising event at any stage during the event. In such a situation the advertisement module will determine that the event was not completed at step (19), and the customer will be transferred directly to the payment gateway (17) to conclude the transaction in the normal way without the offered discount.
  • the module determines that the event was concluded successfully (20) the customer is transferred to the payment gateway at step (21) and the amount of the discount offered to the customer deducted from the total value of the purchase.
  • the format of the incentive offered to the customer may also vary depending on the seller's requirements and/or other factors. It is, for example, envisaged that the incentive may, apart from a percentage discount on total value of sale, take on the form of free gifts accompanying the purchased goods, credit to an account of the customer with the seller, "cash- back" payments, credits to a loyalty programme or scheme with the purchaser or a financial institution with which the purchaser banks, contributions to a charity of the user's choice, or the like. Irrespective of the format the incentive takes on an important aspect of the invention remains that the customer is given a choice whether or not to participate in the advertising event and is incentivised for doing so in a manner that brings on immediate, real-time benefits.
  • advertisers as well as online retailers may gather valuable information about customers as well as consumer habits. In this way sellers may build up profiles of their regular customers and be able to further customise advertising events to specifically target other goods or services which the specific customers are likely to buy.
  • the advertisement may also relate to any other e-commerce retailers but is by no means limited as such. It would be equally beneficial for the advertisements to relate to other products or services for which the customer may have to approach independent third parties. An example would be to show insurance related advertising to customers that purchase jewellery online.
  • the fact that the advertisement can be provided with knowledge of the products being purchased implies that the advertisement can be much more personalized.
  • the products or services being advertised can be closely associated with the ones being purchased.
  • FIG 3 shows an alternative embodiment of the system (1) of the invention.
  • the advertising module (7) is not associated with the seller (3) and may operate as an independent unit, preferably on a separate, independent advertising server (25) capable of communicating with the transaction server (2) via the Internet (4).
  • the advertising server (25) may then integrate with the transaction server (2) over the Internet (4) to provide substantially the same functionality as described above with reference to Figure 1.
  • Such an embodiment of the invention provides the possibility of the advertising module operating completely independently from any one seller or transaction server, thus allowing it to provide the same functionality to a large number of independent sellers. Advertising events may therefore be customized by independent advertising agencies and the functionality to include them into the websites of the sellers may be provided.
  • the incentives offered by the advertising module may typically be sponsored by the entities whose products are being advertised, thereby ensuring that the sellers do not incur any losses.
  • companies wishing to have their products advertised may, apart from being responsible for repayment of the incentives to the seller, be required to pay sellers a commission for the opportunity of having their products advertised from the seller's website. This could generate additional revenue streams for the sellers.
  • the advertising module (7) may be associated with the payment gateway (5). This allows the incentive to be provided completely independently from the seller (3) and allows the payment gateway (5) to derive any benefits from the advertising events that would otherwise have accrued to the seller (3).
  • the payment gateway (5) will typically ensure that the seller is paid the full amount of the purchase while still providing the incentive to the purchaser (6) for participating in the advertising event.
  • the types of advertising events and incentives provided by the advertising module may vary in character and operation.
  • the layout and functionality of the system may also vary depending on specific requirements. In particular, the functionality of components described above may be incorporated or subdivided as required. It is, for example, foreseen that transaction servers may incorporate their own payment gateways without having to rely on external engines.
  • the system may also be effectively utilised by communication means other than web browsers and websites, for example, by means of e-mail.
  • the customer may place an order with a seller by means of an e-mail and, prior to confirming the order, be offered the opportunity by the seller by means of a further e-mail to participate in an advertising event by following a URL provided in the e-mail.
  • the customer may then be provided with a token which may be redeemed with the seller at a later stage or deducted from the value of the purchase at the time of payment.
  • the customer may be provided with the option of participating in the advertising event at any time before, during or after the completion of the transaction and that the nature of the advertising event and incentive offered may be adapted accordingly.
  • the customer may be presented with numerous opportunities during any one transaction, thus allowing him or her to increase the number, amount and/or degree of the incentive. In this way, customers willing to spend substantial amounts of time on the advertising process may be able to obtain substantial incentives.
  • the purchaser will be much more receptive for the advertising material and much more likely to act on it. Even if the advertisement does not require any interaction from the purchaser, such as will be the case if the advertising event is merely the screening of an advertisement, he or she will likely be more attentive during the screening as he or she may still have to finalize the transaction upon its completion.
  • the incentive offered to the purchaser for participating in the advertising event also means that the purchaser will be less likely to abandon the transaction before completing it. As the purchaser will have already participated in the advertising event with the promise of receiving an incentive, he or she will be more likely to then finalise the transaction in order to receive it. It is also foreseen that the advertising event may involve an element of chance. For example, the amount of the incentive offered to the purchaser may be randomly selected. In this way purchasers may even experience the anticipation associated with gambling in that they may be able to receive substantial discounts but not know beforehand what the incentive will be.
  • the advertising module may also present the option and incentive only to purchasers who purchase one or more of a preselected number of products. These products could be decided by the retailer or advertiser or may even be randomly selected.
  • the system may also be configured to offer further incentives to purchasers who agree to share details of their transactions and the items they purchased on public forums such as, for example, online social networks.
  • the advertising module may request the purchaser whether he or she is willing to do so and may then share the details of the transaction on the forum automatically.
  • Well known online social networks for which this option may be well suited include Facebook ® , MXit ® , Twitter ® , MySpace ® and Linked In ® to name but a few. This feature will include substantial benefit to the advertiser in that other people who are likely to have similar interests to the purchaser will automatically receive notification of the purchase, thereby potentially motivating them to buy a similar product.
  • a system according to the invention may also be implemented at a point-of-sale scenario.
  • An example of how such an implementation would operate is that a purchaser may be offered an incentive for participating in an advertising event at the point of sale. He or she may then receive a voucher or coupon that could be redeemed during future transactions or may even be offered discount on the current purchase.
  • the invention therefore provides a system and method by means of which customers can decide whether or not to partake in advertising campaigns while being incentivised for doing so in a tangible manner.

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  • Business, Economics & Management (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Strategic Management (AREA)
  • Finance (AREA)
  • Game Theory and Decision Science (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Economics (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)

Abstract

L'invention porte sur un système de publicité (1) configuré pour être utilisé dans une transaction de commerce électronique conduite entre un vendeur (3) et un acheteur (6) pour des produits ou des services offerts à la vente par le vendeur (3). Le système comprend un serveur de transaction (2) associé au vendeur (3), un réseau de communication électronique (4), tel qu'Internet, sur lequel l'acheteur (6) peut interagir avec le serveur de transaction (2), et un module de publicité (7) configuré pour communiquer avec le serveur de transaction (2) et interagir avec l'acheteur (6) sur le réseau de communication (4). Le module de publicité (7) est configuré pour présenter à l'acheteur (6) une option pour participer à un événement de publicité au cours de la transaction ainsi qu'une prime pour le faire. Si l'acheteur (6) accepte l'option et participe à l'événement de publicité, la prime lui est créditée à la fin de l'événement.
PCT/IB2012/000119 2011-02-01 2012-01-27 Système de publicité WO2012104695A2 (fr)

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
ZA201100822 2011-02-01
ZA2011/00822 2011-02-01

Publications (2)

Publication Number Publication Date
WO2012104695A2 true WO2012104695A2 (fr) 2012-08-09
WO2012104695A3 WO2012104695A3 (fr) 2013-01-17

Family

ID=46603161

Family Applications (1)

Application Number Title Priority Date Filing Date
PCT/IB2012/000119 WO2012104695A2 (fr) 2011-02-01 2012-01-27 Système de publicité

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WO (1) WO2012104695A2 (fr)

Citations (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20050021417A1 (en) * 2003-07-25 2005-01-27 Peter Kassan E-commerce shopping cart
US20050278231A1 (en) * 2004-06-15 2005-12-15 Teeter Tobias A Method of recovery of electronic shopping cart information for reinitiation of the check-out process
WO2008046067A1 (fr) * 2006-10-12 2008-04-17 Adteractive, Inc. Récupération d'abandons en ligne

Patent Citations (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20050021417A1 (en) * 2003-07-25 2005-01-27 Peter Kassan E-commerce shopping cart
US20050278231A1 (en) * 2004-06-15 2005-12-15 Teeter Tobias A Method of recovery of electronic shopping cart information for reinitiation of the check-out process
WO2008046067A1 (fr) * 2006-10-12 2008-04-17 Adteractive, Inc. Récupération d'abandons en ligne

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Publication number Publication date
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