Patent Application
20090055725
This subject matter generally relates to advertising systems, and more particularly to systems and methods for generating creatives using composite templates.
Businesses and other entities increasingly use the Internet to increase awareness of their products and services. Often a business will place advertisements on web pages that are not hosted by the business in order to reach a wider audience. An advertisement may include a “creative,” which may include any combination of text, graphics, audio, and video components, to communicate information about the business, its products, or its services. Creatives may be distributed through a variety of media, such as radio, television, magazines, and the Internet. The number and variety of creatives published on the Internet continues to increase. Search engines, such as Google Web Search, may advertise various services and products when providing search results to a user. Other publishers of web content may also advertise various services and products that are not provided by the publishers themselves. Often, a creative is displayed in a delimited area of a web page, but may also be placed in its own web page or browser window that is displayed, for example, when a user navigates from one web page to another or after a certain amount of time has transpired after serving a particular web page. Generating creatives can be a daunting task, especially for novice advertisers.
In one embodiment, a method for generating creatives includes creating a first composite template. The method also includes defining one or more template elements for use with the first composite template. The method further includes assigning data to each of the one or more template elements. The method also includes generating a first creative based on the first composite template and the assigned data. The first creative comprises one or more creative elements corresponding to the one or more template elements.
In another embodiment, a method for serving creatives includes receiving a request for a creative. The request includes an ad slot identifier. The method also includes identifying one or more creatives using the ad slot identifier. The method further includes determining a particular creative of the one or more creatives to return. The method also includes returning the particular creative in response to the request.
The method may further include creating an ad slot; associating the ad slot with the first composite template; and targeting the generated first creative to the ad slot. The method may also include creating a second composite template; defining at least one template element for the second composite template; assigning data to each of the at least one template element; generating a second creative based on the second composite template and the assigned data of the at least one template element; associating the ad slot with the second composite template; and targeting the created second creative to the ad slot. Associating the ad slot with the first composite template may include defining one or more attributes of the first composite template; and associating the ad slot with the one or more attributes.
Assigning data may include generating a form, wherein the form comprises fields corresponding to the one or more template elements; presenting the form; receiving input for each field, wherein the input comprises data corresponding to each of the one or more template elements; and assigning data to each of the one or more template elements. The method may also include storing the first composite template and/or storing the generated first creative. Each template element may include a video, a text element, or an image.
The method may further include associating an interaction metric with a first of the one or more creative elements; tracking events associated with the first creative element; and updating the interaction metric based on the tracked events. The method may also further include associating the interaction metric with a second of the one or more creative elements; tracking events associated with the second creative element; and updating the interaction metric based on the tracked events associated with the first creative element and the tracked events associated with the second creative element.
Each of the foregoing—as well as other disclosed—example methods may be computer implementable. Moreover some or all of these aspects may be further included in respective systems and software for creating composite templates and/or generating creatives. The details of one or more embodiments of the invention are set forth in the accompanying drawings and the description below. Other features, objects, and advantages of the invention will be apparent from the description and drawings, and from the claims.
In general, the disclosed subject matter uses composite templates to generate creatives. Creatives may include, among other content, video, image, text, and/or Adobe Flash™ content. Each creative may contain one or more elements that include element fields. The element fields are the basic building blocks for a creative and contain the data for the actual content of the creative. For example, element fields for a text element may store data related to each line of text, e.g., Line1, Line2, and Line3, of the creative, a universal resource locator (URL) associated with the advertiser that is displayed, and/or a URL that indicates the web page loaded when the creative is “clicked” by a user. Another example may be an element using Adobe Flash™ (“Flash”) content, which may be hosted by some third party. In that case, a URL that is used to redirect a publisher's webpage to load the Flash content may be stored for the element. Yet another example may be a video hosted on YouTube, for which its video identification and its click URL are stored. The element fields may also include constraints on an element, such as the element's dimensions or duration.
For each element one or more statistics or metrics based on interaction events may be tracked. Interaction events generally occur when a user performs some action that indicates that a creative is being impressed on the user. For example, an interstitial video element (an ad that may appear in the middle of a video stream like a television commercial) may have an interaction event associated with the playing of the video through its midpoint. The system may track the number of users that watched the video through its midpoint or through to the end. If there are multiple interstitial videos within the same template, the publisher may track statistics for each video, as well as aggregated statistics across all videos.
Also for video elements, the system may track a video's start, stop, skip, and pause events. A Flash video game may track the time spent playing the game. Some trackable events may not be tracked in certain contexts, such as a video start event when the video is a pre-roll video (starts without user prompting).
A composite template is an arrangement or structure of elements from which creatives may be generated. An element that is associated with a composite template may be identified as a template element. The association may have a unique identification. Each composite template may be composed of one or more template elements. A given element may be used with multiple composite templates. Each template element may be associated with a set of interaction events that may be tracked for the template element. Associating statistics with template elements may allow aggregation of template element statistics across creatives of different templates. In that way, the relative effectiveness of template elements in comparison to each other may be determined.
A template element may have one or more element fields, which may contain data that provides the content for the template element. When data is assigned to the fields of template elements in a composite template, an instance of a creative may be generated from the composite template. The fields may differ among template elements. An in-stream video template element, for example, may include a video identification field, which may uniquely identify a video in stored in a particular repository. A click-to-play video template element may contain two fields, such as a starter image identification key, which may uniquely identify an image, and a video identification. A text template element may contain four element fields, such as line1, line2, line3, which each define the actual text displayed in each line of text, and text color. Some fields for each template element may be optional, such as, for example, line3 and text color in the example text template element. Fields may also include uniform resource identifiers (“URIs”) or uniform resource locators (“URLs”) that may be used to redirect the system to the data that is associated with the template element field.
Both composite templates and template elements may have controlled access. Some templates and elements may be accessible by a single publisher or a single advertiser. For example, a major automobile manufacturer may define a composite template for local dealers, who may then access and customize the template with their video clips, pictures, and contact information. Other templates and elements may have shared accessibility, which allows multiple or all publishers to access them.
Publishers may also associate composite templates with particular ad slots. Ad slots may be areas reserved for advertisement creatives on a publisher's web page. They may also be of a particular type of creative format, such as one that overlays the entire web page or a portion of it. An ad slot may have dimensions that change depending on a user's interaction with the creative of the ad slot. A publisher may control the types of creatives displayed on its web page by associating ad slots with composite templates that meet its aesthetic and other requirements.
A publisher 26 may create a composite template 14 to be targeted to an ad slot 22. The template builder 24 may prompt the publisher 26 for the template elements 16 that will be included in the template 14. The size, duration, and other constraints for the templates may be specified for each template element 16 that is included in template 14. The template builder 32 may also prompt the publisher 26 to identify the interaction event data 20 to be tracked. After the publisher 26 has specified the template elements 16 for a template 14 and the interaction event data 20, the template builder 24 may create and store the template 14 in data store 12. User interface 30a may be used to display information to and receive information from the publisher 26. Referring to
An advertiser or creative agency 28 may generate creatives 18 using templates 14. The creative builder 32 may prompt the advertiser 28 for a template 14 from which to build the creative 18. After identifying a template 14 from which to build the creative 18, the creative builder 32 may identify each template element 16 associated with the template 14. Using template elements 16, the creative builder 32 may to guide the advertiser 28 through the process of specifying the data related to the fields of each template element 16. User interface 30b may be used to display information to and receive information from the advertiser 28.
User interface 30 may be a custom generated form created by reading a template 14 and generating the appropriate fields in the form for input. For creative content that is hosted by a third party, the fields associated with the template elements may minimally include one field per template element, which may be a redirect URL, a video identification, or some other indicator of the content's location. For creative content that is hosted by the system 10, more input fields may be used. For example, templates 14 that include images hosted in system 10 may need fields generated for the name, title, location within the system, etc. The form may prompt the user for a local file name and automatically upload the file into the system 10, o may prompt the user to select a file from previously uploaded files hosted on the system 10. Referring to
After the advertiser 28 has specified the data related to each of the template elements 16 for the template 14, the creative builder 32 may generate and store a creative 18 in data store 12. The newly generated creative 18 may then be served to a publisher requesting a creative 18 to be used in a particular ad slot 22. The served creative 18 may be selected using an auction based system.
A publisher 26 may request a creative 18 for an ad slot 22 using creative server 34. One or more templates 14 may be compatible with the ad slot 22. Compatibility may be determined from information stored in data store 12 that relates one or more templates 14 to each ad slot 22. The ad slot 22 may also be related to a set of attributes, such as a certain dimensions. A creative 18 that conforms to the set of attributes may be deemed compatible with the ad slot 22. If there are multiple creatives 18 that are compatible, then the creative serving software 34 may utilize one or more algorithms to select the appropriate creative 18 to serve in the ad slot 22. Once served to the web page of the publisher 26, the creative 18 may generate interaction event data 20 based on a user's interaction with the creative 18.
Various metrics may be calculated using the interaction event data 20. For example, a creative that has two elements, a pre-roll video and a post-roll video, may have various metrics that may be calculated. Both of the elements have a video raw element field type, and thus have the same set of trackable statistics and interaction events. However, they might have different sets of meaningful statistics. For example, the pre-roll video might play automatically, thus tracking a video start event may not be desirable. Whereas, with the post-roll video that only plays based on a user's interaction with the element, tracking the video start event may be desirable. The playback length for each element may be tracked, and may be aggregated to determine the total video exposure to a user.
The server device 210 communicates with the client devices 230 via the network 220. The network 220 may be a local area network (LAN) or a wide area network (WAN), such as the Internet. Each client device 230 may be associated with a publisher 26 or an advertiser 28, and may comprise a device capable of communicating over the network 210, such as a computer, a mobile communication device, or other communication device. A publisher 26 or an advertiser 28 may provide responses and view displays via a client 230.
At step 320, a set of interaction events may be defined to facilitate tracking statistics for the elements in the new template. The interaction events may be pre-defined and unalterable, or they may be configurable. A user may create custom interaction events, or may select events from a list of possible events that are trackable for a given element.
At step 330, the new template is created and defined using the defined elements and set of interaction events. At step 340, a rendering template may be defined. A rendering template may be an extensible markup language (XML) or custom hyper-text markup language (custom HTML), or some other file that describes the way the elements should be rendered in a web page. The file, for example may contain HTML code with place holders that are determined from the actual creative that is generated from the template. The system may or a user may define the rendering template.
At step 350, the newly created template may be associated with an ad slot. The template may be associated with multiple ad slots. An ad slot may also have defined criteria that each targeted creative must satisfy. The criteria may be based on a set of attributes that each creative must have in common, such as certain dimensions, placement, or duration. The system may store the attributes of the template for use in later determinations of whether a creative generated from the template is usable in a given ad slot, such as selecting a creative using an auction based system. At step 360, the template and its related data are stored.
At step 420, a user may select a template to use in the creative generation. At step 430, a form may be generated based on the elements in the template. Each element may have pre-defined fields that allow customization of the elements. A field, for example, may be text color to allow a user to specify the color of text rendered in a particular text element in the template. For content that is hosted by a third party, the field for a template may be a URL that allows locating the actual creative content to be displayed in the element. At step 440, the user may specify the data for each field in the generated form.
At step 450, the creative is generated based on the input from the form and stored to be served later. The generation of the creative may also use a rendering template if one is available. The images and other content may be incorporated into the creative at this point and the creative may be stored in a serialized format to facilitate its serving.
At step 530, a list of creatives generated from templates that are compatible with the particular ad slot may be retrieved. At step 540, a particular creative may be selected from the list of compatible creatives. The particular creative may be selected using an auction based process.
At step 550, the selected creative and its related interaction events may be rendered in XML, JavaScript Object Notation (JSON), key value pairs, custom HTML, or any other format that may be interpreted directly or indirectly by the requesting entity. The related interaction events may be rendered using URLs for each event. The URLs that report interactions may include a label indicating the type of interaction, and a template element identification parameter to be passed through into the tracking database. Providing the element associated with the interaction event may allow flexibility in aggregating the statistics. At step 560, the creative may be returned to the requesting entity. After being displayed on a web page, the creative viewed and interacted with by a user. The user's interactions may be tracked using interaction metrics.
A number of embodiments have been described. Nevertheless, it will be understood that various modifications may be made without departing from the spirit and scope of the invention. For example, an advertiser may create composite templates. Accordingly, other embodiments are within the scope of the following claims.
