Patent Application
20090164300
The mobile phone may be increasingly important as an information and content access device. Currently there may be over 2 billion mobile phones globally, versus 800 million personal computers. Mobile operators may be increasingly looking to high value data services as a way to overcome the continuing average revenue per user (ARPU) decline for voice services. Billions of dollars may be being spent globally on wireless licenses with billions more in investments in the pipeline for development of infrastructure and services by wireless service and content providers. Carriers may be introducing new data, content and multimedia services as a means of generating new revenue stream, reversing negative ARPU trends, retaining and attracting customers as well as increasing returns on investment, and extending and differentiating their service offering to consumers. The emergence of these wireless technologies may be creating unique opportunities for wireless carriers, advertisers and publishers to generate additional revenue streams through new and existing customers. As consumer adoption of wireless technology continues to increase, marketing via mobile devices may become an important part of all integrated data communications strategies.
Mobile advertisement may benefit consumers, mobile service providers, publishers and advertisers by driving incremental revenue, enhancing consumer loyalty and providing convenience for mobile consumers. Mobile data acceptance may have arrived in many parts of the World and may be expected to increase. Mobile destination portals such as Yahoo! (m.yahoo.com) may monetize the mobile searches.
Many mobile advertisement business models may depend upon subscription revenue and purchases of consumables (i.e. ring tones, wallpapers, etc.). Slow roll-out and relatively small incremental revenue streams may be jeopardizing return on investment on current and future investments. Wireless advertisement may now be seen as a way to accelerate revenue growth, especially given the experience of online web advertisement. Search may be emerging as both a key feature and a potential universal interface for discovering and accessing mobile information. To enable wireless advertisement, systems and methods may be provided for targeting mobile advertisement listings. The systems and methods may comprise displaying carrier selection options associated with a mobile advertisement listing in a user interface and receiving, via the user interface, carrier selection information for targeting the mobile advertisement listings to selected carriers. The systems and methods may also include receiving, via the user interface, a bid amount associated with the mobile advertisement listing and at least one selected carrier. A command to override an Ad group bid associated with the mobile advertisement listing for at least one selected carrier may be received as well. A device class selection information for targeting the mobile advertisement listing to specific devices, such as mobile PDA devices and non-PDA mobile device may be provided on the user interface.
A link for creating a website may be provided. Clicking the link generate a user interface for creating a website suitable for display on a mobile device. The user interface may include a mobile device emulator for evaluating the mobile advertisement listing on a mobile device.
When an Internet user 112 views a website served by the website provider 110, the ad provider 106 may serve one or more advertisement listings to the Internet user 112 based on advertisement listings selected by the ad selection system 108. Generally, the ad selection system 108, which in some implementations may be part of the ad provider 106, selects one or more advertisement listings to serve to the Internet user 112 based on factors such as a type of device that may receive the advertisement listings; the specific webpage that may display the webpage; the location in the webpage where the advertisement listings may be displayed; properties such as demographics, past behaviors, or inferred or declared interests associated with the Internet user 112; where the Internet user 112 may be currently located; a time of day; a keyword or image present in the content of the webpage where the advertisement listings may be displayed; and/or a keyword received at a search engine.
When the advertisement listings are served, the ad campaign management system 104 and/or the ad provider 106 may record and process information associated with the served advertisement listings for purposes such as billing, reporting, or ad campaign optimization. For example, the ad campaign management system 104 and/or the provider 106 may record the factors that caused the ad selection system 108 to select the served advertisement listings; whether the Internet user 112 clicked on a URL or other link associated with one of the served advertisement listings; what additional search listings or advertisement listings were served with each served advertisement listing; a position of an advertisement listing when the Internet user 112 clicked on a advertisement listing; and/or whether the Internet user 112 clicked on a different advertisement listing when a advertisement listing was served. One example of an ad campaign management system that may perform these types of actions is disclosed in U.S. patent application Ser. No. 11/413,514, filed Apr. 28, 2006, and assigned to Yahoo! Inc., the entirety of which is hereby incorporated by reference. In addition, if the advertiser 102 provides conversion data (subscriptions, sales, etc.) to the ad campaign management system 104 and/or the ad provider 106, then that data may also be recorded and processed. The systems described below for targeting mobile advertisement listings may operate in the environment of
In block 210, a user interface for specifying keywords for association with the Ad group may be presented to the advertiser. This user interface may enable the advertiser to generate numerous keywords based on only a few words or phrase. In block 215, a user interface may be presented to the advertiser that may enable the advertiser to bid on keywords in the Ad group. The user interface may provide the ability to apply the same bid amount to all carriers selected in the Ad group. The user interface may also provide the ability to override a bid amount for certain carriers. For example, a higher bid may be specified for a carrier of particular interest to the advertiser while bids for other carriers may be equal to the Ad group bid.
In block 220, a user interface for creating a mobile based advertisement listing for association with the Ad group may be presented to the advertiser. The user interface may enable the advertiser to specify information in the advertisement listing and may enable the advertiser to target customers based on their choice of carrier and/or the class of device, such as PDA or clam phone, that the customer may be utilizing. In block 225, a user interface for reviewing the advertisement listing may be presented to the advertiser. In block 230, a user interface for specifying a mobile advertisement budget may be presented to the advertiser. The user interface may enable the advertiser to specify the method of distributing the advertisement budget across the mobile based advertisement campaign. In block 235, the mobile advertisement campaign may be activated. Once activated the advertisement listings may be shown, for example, in response to a keyword search via a search browser running on a mobile device or in response to a keyword from the content of a webpage.
The geo-targeting preference buttons 305 may be utilized to specify a geographic targeting region for the mobile based advertisement campaign. For example, an advertiser may decide that the most efficient place to advertise may be in the United States. In this case, the advertiser may select a geo-targeting preference button 305 associated with the United States. The advertiser may also decide to advertise globally. In this case, the advertiser may select a geo-targeting preference button 305 associated with the entire world. Restricting the geographic scope of an advertisement campaign via a geo-targeting preference may allow for more efficient use of advertisement dollars. For example, a manufacturer incapable of shipping products outside of the United States may save money by not targeting those who cannot receive their products. The description text box 310 may be utilized to specify a description for the advertisement campaign.
In operation, an advertiser may wish to associate an advertisement listing with, for example, a cellular telephone product. The advertiser may then enter the phrase “cellular phone” into the region/phrase text field 400. The advertiser may then press the get keywords button 405, which may result in various keywords related to the phrase “cellular phone” being displayed in the generated keyword list 410. The advertiser may then select only those keywords that the advertiser he may wish to later bid on. Those words may then be displayed in the selected keyword list 415 and may ultimately be associated with advertisement listings in an Ad group.
The bid amount field 515 may be utilized by the advertiser to place a bid on a group of keywords previously associated with an Ad group. The amount of the bid may correspond to an expected click through rate. That is, from a statistical standpoint, entering in a higher bid may result in more users clicking on the advertisers listing when the advertisement listing appears in response to, for example, a keyword search. The estimated click through rate for a given bid amount may be viewed via the click-through-rate chart 520. For example, a bid amount of $3.50 may result in an estimated average click-through-rate of greater than 75000 click-throughs. The advertiser may be able to specify a bid to be applied to a particular carrier for a particular advertisement listing. The advertiser may also be able to slide a bid bar on the click-through-rate chart 520 to show estimates of the bid, corresponding click-through rate, and advertisement position, as shown in
The carrier selection checkboxes 500, carrier bid rules fields 505, and carrier bid amounts fields 510 may enable the advertiser to specify a bid to be applied to a particular carrier for a particular advertisement listing. This bid may override a bid set at the Ad group level. For example, the advertiser may select the carriers that may have different bids via the carrier selection checkboxes 500. The advertiser may then specify a bidding rule to apply to the carrier by selecting a rule in the carrier bid rules fields 505. The rule may be set to a default bid rule. The rule may also be set to an override bid rule. In this case, the bid amount used may be equal to the bid amount entered in the carrier bid amount field 515.
The standard title and description text field 600 and the short title and description text field 605 may be utilized to specify standard and shortened versions of an advertisement listing. The standard title may, for example, be utilized where the listing may be displayed on a mobile device with a larger screen, such as an iPhone™ that may have a 3.5 inch screen with a resolution of 320×480 pixels. The short title may, for example, be utilized where the listing may be displayed on a mobile device with a smaller screen, such as a Motorola RAZR™ that may have a 2.2 inches screen with a resolution of 240×320 pixels.
The phone number field 610, email address field 615, SMS number field 620, and street address field 625 may be utilized to enter a phone number, email address, SMS number, and street address for association with an advertisement listing. The advertisement listing ultimately shown to a user of a mobile device may comprise some or all of this information.
A destination URL field 630 and display URL field 635 may be provided for associating a destination URL with an advertisement listing. The display URL field 635 may correspond to a truncated version of the destination URL and may be displayed in the advertisement listing instead of the destination URL for ease of viewing. It may be desirable for the destination URL to address a website suitable for display on a mobile device. In this case, an advertiser may specify such a URL. If a website suitable for display on a mobile device does not exist, the advertiser may create a website suitable for display on a mobile device by selecting the mobile website creation link 660. This link may lead the advertiser to another website that may enable creating a website suitable for display on a mobile device. The ad name field 640 may be utilized to specify a name for a particular advertisement listing within the Ad group.
The carrier selection buttons 645 may be utilized to target specific carries. The device class selection buttons 665 may be utilized to target specific classes of device. An advertiser may utilize these buttons to control where the advertisement listing may be shown. For example, selecting T-Mobile™ as the carrier may result in the advertisement listing only being displayed to T-Mobile™ customers in response to, for example, a customer submitting a search query including the keywords associated with the Ad group or a customer viewing a webpage whose contents include the keywords associated with the Ad group. Specifying a device class may narrow the group of customers to those with a mobile device matching the device class description. For example, selecting a PDA device class may result in only those customers with PDA phones, such as an iPhone™ or Blackberry™ being targeted. One advantage of this approach is that advertisers may be able to target customers that may pay more for products. It may be the case that customers with, for example, PDA phones, spend more money on products. It is to be understood that there may be many different ways to classify a mobile device. For example, a mobile device may be classified as a clam type device or it may be classified as having a color display. Such classifications are only meant as examples. Many other classifications may exist as well.
The standard ad preview emulator 650 and short ad preview emulator 655 may be utilized to show an advertiser how a particular advertisement listing may appear on a specific device. In this regard, the emulation screen may correspond to a particular mobile device. For example, a Motorola RAZR™ phone may be emulated such that the advertiser may be able to determine how many characters to utilize in a potential advertisement listing. If the advertisement listing does not display correctly, the advertiser may change the advertisement listing until the advertisement listing may be suitable for display on the mobile device. The advertisement listing shown in the standard ad preview emulator 650 may include all or only a subset of the fields entered by the advertiser. For example, the advertisement listing may include the standard title and description, the phone number, email address, SMS address, street address, and display URL. The advertisement listing shown in the short ad preview emulator 655 may include a subset of the fields entered. For example, in the short ad preview emulator 655, the advertisement listing may include the short title rather than the standard title and/or the advertisement listing may omit certain fields, such as the advertiser's address.
Providing emulators to preview advertisement listings may enable an advertiser to optimize an advertisement listing for a broad range of mobile devices, thus maximizing the impact of an advertisement listing. For example, screen resolutions among mobile devices may be different. Some mobile screens may be black and white while other mobile screens may be color. There may be additional graphical information cluttering the screen, such as battery level icons, signal strength icons, and the like. Thus, knowing about these parameters may enable the advertiser to create better advertisement listings.
The logo name field 700 may be utilized to enter the name of a bitmap image file corresponding to a logo that an advertiser may wish to display on the mobile website. For example, the logo may correspond to the advertiser's trademark symbol. The description box 705 may be utilized by the advertiser to enter descriptive information that the advertiser wishes to display on the mobile website. For example, the advertiser may list products and prices for the listed products.
An advertiser may utilize the mobile emulator 710 to emulate how a particular mobile website may appear on a specific mobile device. In one implementation, the emulation screen corresponds to a particular mobile device. For example, the mobile emulator 701 may emulate a Motorola RAZR™ phone so that the advertiser can determine how many characters to utilize in a candidate mobile website. If the mobile website does not display correctly, the advertiser may change the advertisement listing until the advertisement listing may be suitable for display on the mobile device.
Pressing the save/populate button 715 may enable the advertiser to save the mobile website information to a website server connected to the internet. In some implementations, pressing the save/populate button 715 may also generate a URL to the mobile website on the server and may populate the destination URL field 630 shown in
At block 810, the ad campaign management system determines whether a URL for a mobile website associated with the advertisement listing information exists. If a URL for a mobile website associated with the advertisement listing information is not available, then at block 815, the advertiser may interact with the ad campaign management system to create a mobile website suitable for display on a mobile device. In one implementation, the advertiser may interact with the user interface shown in
Alternatively, if at block 810 the ad campaign management system determines a URL for a mobile website associated with the advertisement listing information exists, then at block 820 the advertiser may populate the destination URL field 630 show in
At block 830, the advertiser may interact with a user interface of the ad campaign management system to select carriers to be associated with the mobile advertisement listing. Additionally, at block 835, the advertiser may interact with a user interface of the ad campaign management system to select classes of devices that the advertiser may wish to target.
In a networked deployment, the computer system may operate in the capacity of a server or as a client user computer in a server-client user network environment, or as a peer computer system in a peer-to-peer (or distributed) network environment. The computer system 900 may also be implemented as or incorporated into various devices, such as a personal computer (PC), a tablet PC, a set-top box (STB), a personal digital assistant (PDA), a mobile device, a palmtop computer, a laptop computer, a desktop computer, a communications device, a wireless telephone, a land-line telephone, a control system, a camera, a scanner, a facsimile machine, a printer, a pager, a personal trusted device, a web appliance, a network router, switch or bridge, or any other machine capable of executing a set of instructions 924 (sequential or otherwise) that specify actions to be taken by that machine. In one embodiment, the computer system 900 may be implemented using electronic devices that provide voice, video or data communication. Further, while a single computer system 900 may be illustrated, the term “system” shall also be taken to include any collection of systems or sub-systems that individually or jointly execute a set, or multiple sets, of instructions to perform one or more computer functions.
As illustrated in
The computer system 900 may include a memory 904 that can communicate via a bus 908. The memory 904 may be a main memory, a static memory, or a dynamic memory. The memory 904 may include, but may not be limited to computer readable storage media such as various types of volatile and non-volatile storage media, including but not limited to random access memory, read-only memory, programmable read-only memory, electrically programmable read-only memory, electrically erasable read-only memory, flash memory, magnetic tape or disk, optical media and the like. In one case, the memory 904 may include a cache or random access memory for the processor 902. Alternatively or in addition, the memory 904 may be separate from the processor 902, such as a cache memory of a processor, the system memory, or other memory. The memory 904 may be an external storage device or database for storing data. Examples may include a hard drive, compact disc (“CD”), digital video disc (“DVD”), memory card, memory stick, floppy disc, universal serial bus (“USB”) memory device, or any other device operative to store data. The memory 904 may be operable to store instructions 924 executable by the processor 902. The functions, acts or tasks illustrated in the figures or described herein may be performed by the programmed processor 902 executing the instructions 924 stored in the memory 904. The functions, acts or tasks may be independent of the particular type of instructions set, storage media, processor or processing strategy and may be performed by software, hardware, integrated circuits, firm-ware, micro-code and the like, operating alone or in combination. Likewise, processing strategies may include multiprocessing, multitasking, parallel processing and the like.
The computer system 900 may further include a display 914, such as a liquid crystal display (LCD), an organic light emitting diode (OLED), a flat panel display, a solid state display, a cathode ray tube (CRT), a projector, a printer or other now known or later developed display device for outputting determined information. The display 914 may act as an interface for the user to see the functioning of the processor 902, or specifically as an interface with the software stored in the memory 904 or in the drive unit 906.
Additionally, the computer system 900 may include an input device 912 configured to allow a user to interact with any of the components of system 900. The input device 912 may be a number pad, a keyboard, or a cursor control device, such as a mouse, or a joystick, touch screen display, remote control or any other device operative to interact with the system 900.
The computer system 900 may also include a disk or optical drive unit 906. The disk drive unit 906 may include a computer-readable medium 922 in which one or more sets of instructions 924, e.g. software, can be embedded. Further, the instructions 924 may perform one or more of the methods or logic as described herein. The instructions 924 may reside completely, or at least partially, within the memory 904 and/or within the processor 902 during execution by the computer system 900. The memory 904 and the processor 902 also may include computer-readable media as discussed above.
The present disclosure contemplates a computer-readable medium 922 that includes instructions 924 or receives and executes instructions 924 responsive to a propagated signal; so that a device connected to a network 930 may communicate voice, video, audio, images or any other data over the network 930. The instructions 924 may be implemented with hardware, software and/or firmware, or any combination thereof. Further, the instructions 924 may be transmitted or received over the network 930 via a communication interface 918. The communication interface 918 may be a part of the processor 902 or may be a separate component. The communication interface 918 may be created in software or may be a physical connection in hardware. The communication interface 918 may be configured to connect with a network 930, external media, the display 914, or any other components in system 900, or combinations thereof. The connection with the network 930 may be a physical connection, such as a wired Ethernet connection or may be established wirelessly as discussed below. Likewise, the additional connections with other components of the system 900 may be physical connections or may be established wirelessly.
The network 930 may include wired networks, wireless networks, or combinations thereof. The wireless network may be a cellular telephone network, an 802.11, 802.16, 802.20, or WiMax network. Further, the network 930 may be a public network, such as the Internet, a private network, such as an intranet, or combinations thereof, and may utilize a variety of networking protocols now available or later developed including, but not limited to TCP/IP based networking protocols.
The computer-readable medium 922 may be a single medium, or the computer-readable medium 922 may be a single medium or multiple media, such as a centralized or distributed database, and/or associated caches and servers that store one or more sets of instructions. The term “computer-readable medium” may also include any medium that may be capable of storing, encoding or carrying a set of instructions for execution by a processor or that may cause a computer system to perform any one or more of the methods or operations disclosed herein.
The computer-readable medium 922 may include a solid-state memory such as a memory card or other package that houses one or more non-volatile read-only memories. The computer-readable medium 922 also may be a random access memory or other volatile re-writable memory. Additionally, the computer-readable medium 922 may include a magneto-optical or optical medium, such as a disk or tapes or other storage device to capture carrier wave signals such as a signal communicated over a transmission medium. A digital file attachment to an e-mail or other self-contained information archive or set of archives may be considered a distribution medium that may be a tangible storage medium. Accordingly, the disclosure may be considered to include any one or more of a computer-readable medium or a distribution medium and other equivalents and successor media, in which data or instructions may be stored.
Alternatively or in addition, dedicated hardware implementations, such as application specific integrated circuits, programmable logic arrays and other hardware devices, may be constructed to implement one or more of the methods described herein. Applications that may include the apparatus and systems of various embodiments may broadly include a variety of electronic and computer systems. One or more embodiments described herein may implement functions using two or more specific interconnected hardware modules or devices with related control and data signals that may be communicated between and through the modules, or as portions of an application-specific integrated circuit. Accordingly, the present system may encompass software, firmware, and hardware implementations.
The functions described herein may also be accomplished by way of an application program interface. Carrier selection options associated with a mobile advertisement listing may be communicating via the application program interface. Carrier selection information for targeting the mobile advertisement listings to selected carriers may also be received via the application program interface
The functions described herein may also be accomplished by way of a system for targeting mobile advertisement listings. The system may include one or more circuits that enable communicating, via an application program interface, carrier selection options associated with a mobile advertisement listing. The circuits may also enable receiving, via the application program interface, carrier selection information for targeting the mobile advertisement listings to selected carriers.
The various embodiments disclosed herein advantageously allow an advertiser to target mobile advertisement listing to specific carriers. This may allow the advertiser more control over where the mobile advertisement listing may be displayed. This in turn may lead to a greater return on the advertiser's investment.
Accordingly, the method and system may be realized in hardware, software, or a combination of hardware and software. The method and system may be realized in a centralized fashion in at least one computer system or in a distributed fashion where different elements are spread across several interconnected computer systems. Any kind of computer system or other apparatus adapted for carrying out the methods described herein is suited. A typical combination of hardware and software may be a general-purpose computer system with a computer program that, when being loaded and executed, controls the computer system such that it carries out the methods described herein.
The method and system may also be embedded in a computer program product, which included all the features enabling the implementation of the methods described herein, and which when loaded in a computer system is able to carry out these methods. Computer program in the present context means any expression, in any language, code or notation, of a set of instructions intended to cause a system having an information processing capability to perform a particular function either directly or after either or both of the following: a) conversion to another language, code or notation; b) reproduction in a different material form.
While the method and system has been described with reference to certain embodiments, it will be understood by those skilled in the art that various changes may be made and equivalents may be substituted without departing from the scope. In addition, many modifications may be made to adapt a particular situation or material to the teachings without departing from its scope. Therefore, it is intended that the present method and system not be limited to the particular embodiment disclosed, but that the method and system include all embodiments falling within the scope of the appended claims.
