Method and apparatus for providing advertisement correlation

Patent metadata

Field	Value
Publication number	US-9647778-B2
Application number	US-201113113509-A
Country	US
Kind code	B2
Filing date	May 23, 2011
Priority date	May 23, 2011
Publication date	May 9, 2017
Grant date	May 9, 2017

Abstract

An approach is provided for enabling advertisers to correlate a communication session with an amount of consumption of the advertisement by a viewer. A correlation platform tracks an amount of consumption of an advertisement presented via a set-top box associated with a user. The amount of consumption of the advertisement is then correlated to a communication session initiated by the user in response to the presentation of the advertisement.

First claim

What is claimed is:

1. A method for providing correlated effectiveness data about an advertisement, the method comprising:
storing, utilizing a processor, user profile data and advertiser profile data of one or more users and one or more advertisers,
wherein the user profile data comprises user identifier codes identifying each user of a plurality of users, and specifies a plurality of user devices that said plurality of users may use to initiate respective consumptions of the advertisement and/or respective communication sessions based on contact information associated with the advertisement and utilized by respective users of the plurality of users in response to the advertisement,
wherein the advertiser profile data comprise an advertiser identifier code identifying each advertiser;

tracking a presentation period of presenting the advertisement including a start time, an end time and one or more measures of an amount of time elapsed in presenting the advertisement;
detecting initiations of consumption of the advertisement via control signals corresponding to respective specified devices of the plurality of user devices,
wherein the initiations of consumption occur during the presentation period of the advertisement;

tracking amounts of consumption of the advertisement presented via the respective specified devices associated with the respective users based on the tracked presentation period and the detected initiations of consumption of the advertisement,
wherein the advertisement is associated with the advertiser identifier of an advertiser originating the advertisement;

detecting initiations of a plurality of the communication sessions involving the contact information via control signals associated with the respective users in the plurality of users;
correlating the detecting of the initiations of the communication sessions and the detecting of the initiations of consumption of the advertisement with the tracked amounts of consumption of the advertisement and the tracked presentation period of presenting the advertisement,
wherein correlating the amounts of consumption tracked includes determining a number of times the advertisement was viewed by a user and an amount of time elapsed during each viewing,
wherein the correlating comprises comparing a time of an initiation of a consumption of the advertisement with a time of initiation of a communication session to determine whether the two times of initiation are within a predetermined time threshold of one another,
wherein the correlating excludes an amount of consumption that does not satisfy a predetermined threshold for an amount of consumption based on a detected initiation of consumption and a tracked presentation period of the advertisement;
wherein, if the user views the advertisement a plurality of times, the correlating comprises determining a number of times the user views the advertisement prior to initiating the communication session, on which channels the advertisement was viewed, and at what time frames the advertisement was viewed; and

generating effectiveness data about the advertisement based on the tracked presentation period, the detected initiations of consumption of the advertisement, the tracked amounts of consumption of the advertisement, the detected initiations of the communication sessions and the correlating.

2. A method according to claim 1 , the method further comprising:
determining effectiveness of content of the advertisement utilizing the generated effectiveness data; and
determining time intervals and channels that yield a desired outcome utilizing the generated effectiveness data,
wherein the initiations of the communication sessions occur during the presentation period of the advertisement,
wherein the correlating is based on contact information included in the advertisement, and the contact information is utilized for establishment of the communication session.

3. A method according to claim 2 , wherein the contact information includes a phone number, a web address, a social networking identifier, or a combination thereof and the communication session includes a voice call or a data session to access a website or social networking medium related to the advertisement.

4. A method according to claim 1 , wherein the amount of consumption tracked further includes duration of the presentation of the advertisement, the method further comprising:
generating report information specifying the duration relative to the initiation of the communication session.

5. A method according to claim 1 , wherein the amount of consumption tracked further includes either one or more channels in which the advertisement was viewed; data indicating user interest in an item related to the advertisement; a time frame corresponding to initiation of the communication session; a start, stop or elapsed time corresponding to viewing of the advertisement; or a combination thereof.

6. A method according to claim 1 , further comprising:
determining demographic information related to the plurality of users; and
associating the demographic information with the correlation.

7. A method according to claim 1 , further comprising:
tracking amounts of consumption of the advertisement presented via another device associated with another user;
correlating the amounts of consumption of the advertisement to another communication session initiated by the other user in response to the presentation of the advertisement; and
storing the amounts of consumption and the correlation for the plurality of users.

8. A method according to claim 1 ,
wherein the generated correlated effectiveness data about the advertisement provides information configured to increase understanding regarding the effectiveness of at least a part of the advertisement,
wherein the generated correlated effectiveness data about the advertisement provides information configured to enable the advertiser to identify specific factors or characteristics of the advertisement that are associated with causing a user to respond to the advertisement,
wherein the generated correlated effectiveness data about the advertisement provides information configured to correlate a user's initiation of a communication session with an advertisement system in direct response to a determined consumption of the advertisement associated with the user.

9. An apparatus for providing correlated effectiveness data about an advertisement, the apparatus comprising:
at least one processor; and
at least one memory including computer program code for one or more programs,
the at least one memory and the computer program code configured to, with the at least one processor, cause the apparatus to perform at least the following,
store user profile data and advertiser profile data of one or more users and one or more advertisers,
wherein the user profile data comprises user identifier codes identifying each user of a plurality of users, and specifies a plurality of user devices that said plurality of users may use to initiate respective consumptions of the advertisement and/or respective communication sessions based on contact information associated with the advertisement and utilized by respective users of the plurality of users in response to the advertisement,
wherein the advertiser profile data comprise an advertiser identifier code identifying each advertiser,

track a presentation period of presenting the advertisement including a start time, an end time and one or more measures of an amount of time elapsed in presenting the advertisement,
detect initiations of consumption of the advertisement via control signals corresponding to respective specified devices of the plurality of user devices,
wherein the initiation

Assignees

• Hughes George L
• Gudlavenkatasiva Bhaskar R
• Soma Srinivas
• Velusamy Umashankar
• Verizon Patent & Licensing Inc

Inventors

• Hughes George L
• Gudlavenkatasiva Bhaskar R
• Soma Srinivas
• Velusamy Umashankar

Classifications

• H04H60/31 Primary

  Arrangements for monitoring the use made of the broadcast services · CPC title

• H04H60/33

  Arrangements for monitoring the users' behaviour or opinions · CPC title

• H04H60/63

  for services of sales {(data processing systems or methods specially adapted for electronic commerce G06Q30/00)} · CPC title

• H04H60/66

  for using the result on distributors' side · CPC title