Patent Application
20090177525
The present invention relates generally to systems, methods and computer programs for selecting an advertisement broker to provide an advertisement for delivery to a user in association with a requested service. The present invention relates more particularly to systems, methods and computer programs for selecting an advertisement broker to provide an advertisement for delivery to a user's terminal in association with a service requested by the user from an Internet service provider.
Usage of cellular or mobile telephones and other devices, hereinafter considered as mobile terminals, is very popular and common. The popularity of mobile terminals has enabled their use, along with related infrastructure, as a media for providing mobile marketing, i.e., advertisements to the users of the mobile terminals.
One particular method for providing advertisement to users of mobile terminals is to add a banner type of advertisement in a Web or Wireless Application Protocol (WAP) page accessed by the user (although this technique of providing an advertisement is not limited to mobile terminals and is also applicable to fixed terminals). Advertisement revenues of such banner advertisements are typically based on either impressions, i.e., the number of times the advertisement has been potentially seen (in practice downloaded) by users of mobile terminals, or based on a “click through”, i.e., how many times the advertised item has been selected by users of the mobile terminals. Revenue models relating to performance and effectiveness of the click through advertisement technique may be implemented, i.e., data about actual purchasing of advertised products or services relative to the number of times the advertisements have been viewed can be obtained and analyzed to optimize the advertising campaign.
Another method for providing advertisements to users' terminal is based on users initiating search and other information queries. In these situations, one or more advertisements may be delivered to each user in connection with the results of the search or information query, and which may relate to the search being performed or information being sought.
In the advertising industry, there are advertisement brokers that help service providers of web pages and WAP pages place advertisements in or in association with the web and WAP pages. Such advertisement brokers can target advertisements for advertisers based on, for example, consumer profiles. An exemplary broker is the AdSense™ service provided by Goggle™ which offers service providers the ability to place advertisements that are relevant to the content of a web page for consumers viewing the web page. Thus, the content of the web page is analyzed and an appropriate advertisement is selected based thereon. Typically, there may be a side bar or banner for displaying the advertisements to consumers that are visiting the service provider that has AdSense™ implemented. A similar advertisement service is also offered by Yahoo! Inc. In addition, there are advertisement brokers that offer service providers the ability to implement banner advertisements on Web and WAP pages for their own services.
In view of the presence of several advertisement brokers in the market place, a service provider is confronted with various possibilities for placing or embedding advertising into their Web or WAP pages or other online services. In order to deliver superior user experience and maximize revenues, the service provider would need to work with multiple advertisement brokers, since any single broker might not be able to offer advertisements that are in line with the needs of the consumers, i.e., have suitable advertisements in their inventory. This might give rise to negative consumer experiences and lower profits for the web or WAP page service provider. As such, Web and WAP service providers invariably run advertisements in association with multiple advertisement brokers at their web site. This is disadvantageous as it requires the service provider to independently assess the benefits and drawbacks of working with each advertisement broker and attempt to find its best course of action for conducting an advertising campaign using one or more of the advertisement brokers.
The present invention is directed at least in part to a system, method and computer program as set forth in the claims. The system, method and computer program enable service providers to use more than one advertisement broker to secure advertisements for their web sites and web pages, and potentially for the same or overlapping advertisement inventory and/or even the same advertisement placement on the page of the service. This enables the service provider to automatically select an advertisement broker that is likely to have the best fit relative to the intended consumer, e.g., the selection is based on consumers' profiles including parameters of how the consumer is accessing the service, such as capabilities of the utilized terminal or connection speed.
Another embodiment of the present invention set forth in the claims is directed at least in part to a system, method and computer program for enabling advertisers to conduct advertising campaigns using multiple advertisement brokers which seek to maximize the placement of the advertiser's advertisements.
Yet other embodiments of the present invention set forth in the claims are directed to a system, method and computer program which enable use of a plurality of service providers in order to provide services for users upon request by each user. Criteria are established to enable selection of a particular one of the service providers to provide the service to the user.
The invention, together with further objects and advantages thereof, may best be understood by reference to the following description taken in conjunction with the accompanying drawings, wherein like reference numerals identify like elements, and wherein:
Referring to the accompanying drawings wherein the same reference numerals refer to the same or similar elements,
The system 10 includes one or more advertisers (content providers), defined to include any and all entities or individuals that want to advertise products or services to customers interacting with the mobile domain, and an advertisement management system (content management system) 12 that is operated by, for example, an advertising delivery company.
Advertisers can thus refer to a brand owner, a service provider, an advertisement agent, a merchant or any other party that wants to provide advertisements to consumers. Advertisements can be commercial, such as a product or service promotion, or non-commercial, such as a general information service notification. An advertiser can also be a store having a physical presence, an on-line store and the like, which sell or deliver goods and provide services directly to users ordering via their mobile terminals 14 (only one of which is shown in
Typically, the operator of the advertisement management system 12 is a company in the business of delivering advertisements from several advertisers, i.e., it is the intermediary between advertisers and the operators of the advertisement distribution channels. Operation of the advertisement management system 12 is typically managed over an Internet interface.
Each advertiser is able to access an interface from a plurality of advertisement brokers 16, 18. Although the interfaces from one advertisement broker to another may vary, each interface preferably includes tools for each advertiser to define rules of their advertising campaign, i.e., to enable them to tailor the advertising campaign to their specific desires. This may include reserving, programming and/or booking an advertising campaign. Parameters which are determined include, but are not limited to, the time period or periods when to send advertisements, the duration of the advertising campaign, the target group or groups, demographics of the target group(s), the format or type of advertisement, the target price level or cost per advertisement or for the advertising campaign in its entirety, the target feedback level of the advertisement, the sociological background of the target audience, interests as declared by the target group(s), demographics of the target group(s) including, for example, age, sex and income level(s), keywords related to the advertisement, a type of Web or WAP site to associate with the advertisement, target telephone type, location of the consumer, etc. An advertiser may also be able to define a set of keywords related to the addressing advertisements to communication sessions between users and/or between users and content services.
In addition to determining the rules, each advertiser typically provides one or more actual advertisements via the interface to the advertisement brokers 16, 18 in the form of data, text, pictures, video, audio, flash animations, Portable Document Format (PDF) documents, links, television content, videos, Hypertext Markup Language (HTML), Extensible markup language (xml), Extensible Hypertext Markup Language (xHTML), Wireless Application Protocol (WAP) pages, web pages, etc., or any digital content compatible for reception and display by the users' mobile terminal 14.
Each interface is therefore the advertisement broker's 16, 18 advertising management system in that it receives and manages advertisements in an advertisement inventory maintained by the advertisement broker 16, 18.
The preferences, settings, advertisements, messages, texts, figures, keywords and other rules set by the advertisers relating to the delivery and tagging of communications involving the advertisements may be stored in one or more databases resident in or otherwise associated with each advertisement broker 16, 18.
In one embodiment, there is an auction of allocatable advertisements and messages to be sent to the users of the mobile terminals 14, which auction is coordinated by each advertisement broker 16, 18, if desired. As such, advertisers can participate in an auction and bid for the predetermined advertising blocks.
Mobile terminal 14 is arranged to use a communications network 20 to communicate with other elements of the system 10 described below. Communications network 20 can utilize any cellular network technologies that include, but are not limited to, Global System for Mobile Communications (GSM), Wideband Code Division Multiple Access (WCDMA), Code Division Multiple Access (CDMA) and General Packet Radio Service (GPRS). In addition to traditional cellular networks, local area networks such as Wireless Local area networks (WLAN), BlueTooth (BT) and other technologies such as Worldwide Interoperability for Microwave Access (WiMax), Broadcasting over Digital Video Broadcasting-Handheld (DVB-H), Integrated Services Digital Broadcasting-Terrestrial (ISDB-T), (Digital Multimedia Broadcasting) DMB or broadcasting over cellular can be used, e.g., to deliver advertisements, Internet, WAP data and communications as discussed below. The communications network 20 can also be a generic Internet access network using any data transport methods. Moreover, the communications network 20 may be any cellular, broadcast, wide area, local area or Internet network. Communications network 20 can also be a combination of different communications networks, i.e., a hybrid network, such as a Wireless Local Area Network (WLAN) and a Wideband Code Division Multiplex (WCDMA) network. Using the foregoing network(s), the advertisements from advertisers can be Short Message Service (SMS) messages, Multimedia Message Service (MMS) messages, WAP Push, Web pages, or any digital object.
Subscribers to the mobile telephone operator using the mobile terminals 14 can use the same communications network or another communications network as the communications network 20 being used to deliver advertisements from advertisers via the advertisement management system 12, i.e., a hybrid network is possible.
The mobile terminals 14 may be any form of mobile terminal such as a mobile telephone, a smart telephone, a multimedia computer, a personal digital assistant (PDA), a laptop computer, a multimedia computer, or a personal computer. Further, the mobile terminals 14 may be connected to the communications network 20 by means of a wireless and/or wired communication link. For a GSM network, the link between the mobile terminals 14 and the communications network 20 is wireless. At a minimum, the mobile terminals 14 have the capability to communicate with one or more different types of communications networks and have messaging capabilities in the form of a messaging client system such as a short message service (SMS) client system, an e-mail client system, or a multimedia message service client system embedded in the mobile terminal 14. Additionally, mobile terminals 14 may also include a browser to access Web and/or WAP services.
An advertisement can be delivered to the users' mobile terminals 14 via the communications network 20. The communications network 20 may be any cellular, broadcast, wide area, local area or Internet network. For example,
To obtain Internet services from service providers 28, 30, a user of the mobile terminal 14 must access the WAPGW 22 and/or Internet gateway 24 via the communications network 20 which in turn is connected to the advertisement management system 12, and this allows for the modification of Web or WAP pages, or other requested services, being requested by the user of the mobile terminal 14 from the Internet service providers 28, 30. Specifically, one or more of the advertisements stored in a database in advertisement management system 12, in a database maintained by one of the advertisement brokers 16, 18 or in another database accessible by the advertisement management system 12, can be added or inserted into, or otherwise associated with, Web and WAP pages being provided to the mobile terminal 14, as well as into communication sessions using the Internet 26. The manner in which this is performed in accordance with the invention is described below.
In one embodiment, base stations (BS) and other elements, interfaces and functional components necessary to operate, manage and control communications network 20 may be provided, such as a Short Message Service Center (SMSC) and a Multimedia Message Service Center (MMSC).
System 10 also includes a billing system 32 coupled to the advertisement management system 12 and/or the communications network 20 or specific parts thereof, and may be arranged to monitor and/or meter usage and payments of or for the advertisements being delivered to each mobile terminal 14 by the advertisement management system 12. The billing system 32 may be a real-time billing system or a close-to-real-time billing system.
In accordance with the invention, the advertising management system 12 preferably contains profile information about the users of the mobile terminals 14 such as their browsing and/or purchasing behavior or patterns, the likelihood of the users responding to certain types of advertisements, their preferences about search service providers, and/or their preferences about “trusted” advertisement information providers, i.e., which advertiser is believed with respect to claims made about their advertised product or service. Moreover, the advertising management system 12 may include information about placement of advertisements by multiple advertisement brokers 16, 18 such as price information of advertisements from one or more of the advertisement brokers 16, 18, i.e., how much each advertisement broker 16, 18 charges to place an advertisement on a web or WAP page. This information may be stored in one or more databases associated with, resident within or otherwise accessible to the advertising management system 12. A computer program in the advertisement management system 12 can maintain the database(s) or enable access to the database(s) when needed.
The advertising management system 12 is also arranged to obtain information about when the users of the mobile terminals 14 are accessing Internet service providers 28, 30 via the communications network 20. This type of information may be stored as a set of data including, for example, a Mobile Subscriber Identity Number (MSISDN), IMSI, user name, IP address, MAC address, browser type, terminal type. Additionally or alternatively, part or all of this information may be obtained from the Internet service providers 28, 30 being accessed by the user of the mobile terminal 14, by the WAPGW 22 and/or Internet gateway 24 being used by the user of the mobile terminal 14 to access the Internet service providers 28, 30, and/or by the billing system 32. Basically, any part of the system 10 may be used to obtain the type of information described above, and thereby determine when the user of the mobile terminal 14 is using the Internet and requesting a service from the Internet service providers 28, 30.
In accordance with the invention, when the requested service is determined to one for which an advertisement may be associated, the advertisement management system 12 determines which advertisement broker 16, 18 will provide an advertisement to be associated with a web or WAP page being transmitted from the Internet service provider 28, 30 to the user's mobile terminal 14 to be displayed thereon. This initial determination may be made by the advertisement management system 12 or another part of the system 10 which monitors communications from the user's mobile terminal 14.
Several different ways are envisioned to enable selection of one of the available advertisement brokers 16 or 18 to provide an advertisement to be associated with a requested service being provided by the Internet service providers 28, 30.
In one embodiment, the advertisement management system 12 provides information to Internet service providers 28, 30 to enable the Internet service providers 28, 30 themselves to select which advertisement broker 16 or 18 will provide an advertisement to be associated with a web or WAP page being transmitted from the Internet service provider 28, 30 to the user's mobile terminal 14 to be displayed thereon. Thus, only information gathered and stored by the advertisement management system 12 relating to the user and/or price information about the advertisement brokers 16, 18 is provided to the Internet service providers 28, 30 thereby allowing a computer program at the Internet service providers 28, 30 to determine which advertisement broker 16, 18 to use to obtain an advertisement to be associated with a web or WAP page being provided by the Internet service provider 28, 30. Once an advertisement broker 16 or 18 is selected, the advertisement broker 16 or 18 may be directed by the advertisement management system 12 to provide an advertisement to the Internet service provider 28, 30 which is then directed to include the advertisement in a communication to the user's mobile terminal with the requested service, e.g., associate the advertisement with a web or WAP page.
Alternatively, the user of the mobile terminal 14 is not provided with an option to obtain web or WAP pages from multiple Internet service providers 28, 30 but rather the advertisement management system 12 selects an Internet service provider 28 or 30 for the user. This selection may be based on the user's profile, the expected revenues for the operator of the user's mobile terminal 14, the expected revenue for the advertisement system operator or the Internet service provider, all of which information is contained in one or more databases accessible by the advertisement management system 12. In this case, consideration may be given to select a particular Internet service provider based on the potential to use part of the revenues received from the selection to subsidize or provide free data and/or service access to the user. Thus, the user's choice of Internet service providers would be restricted, but the user would obtain subsidized or even free services.
The selection of which Internet service provider to use may also be based in part of the presence of benefits to the users, e.g., as direct money reimbursement, free voice services, free communication services etc.
An example of the application of the advertisement broker selection technique described above will be explained with reference to
For this example, it is assumed that advertisement broker 16 has been able to attract advertisers that value consumers accessing services from area A more than consumers from area B while advertisement broker 18 has attracted advertisers that value consumers accessing services from area B more than consumers from area A. For this example, it is also assumed that click-through revenues to an Internet service provider are 10 units for consumers from area A and 5 units for consumers from area B from advertisement broker 16, while advertisement broker 18 offers the same Internet service provider 7 units to consumers from area B and 4 units from area A.
The advertisement management system 12, with knowledge of the different prices being paid to the Internet service provider by advertisement brokers 16 and 18, would maximize revenue for the Internet service provider. Therefore, when a consumer from area A connects to the Internet service provider and requests a service 34, the advertisement management system 12 would check the consumer's information 36 (to see whether the consumer is in area A or area B), and select, 38, advertisement broker 16 to use to place an advertisement in the web or WAP pages being provided by the Internet service provider (since revenue from advertisement broker 16 in this case is 10 units whereas it is only 4 units from advertisement broker 18). The advertisement management system 12 would then embed or otherwise associate this advertisement in the communications to be delivered to the consumer 40, e.g., the web or WAP page, and direct the delivery of the modified communication to the user so that the user receives the requested service and an advertisement 42.
Conversely, when a consumer from area B connects to the Internet service provider, the advertisement management system would select advertisement broker 18 to place an advertisement in the web or WAP pages being provided by the Internet service provider (since revenue from advertisement broker 18 in this case is 7 units whereas it is only 5 units from advertisement broker 16).
The invention therefore provides a significant benefit by enabling selection of an advertisement from a plurality of advertisement brokers 16, 18 depending on information about revenue capable of being generated from the advertisement placement. By contrast, in prior art schemes, only a single advertisement broker could have been selected by the advertisement management system 12 and therefore, there was no analysis of the revenue capable of being generated from multiple advertisement brokers and as a result, it was highly likely that revenue from advertisement placement in communications to mobile and other terminals did not occur under conditions which maximized available revenue.
In an alternative embodiment, data about preferences of users for advertisements available from advertisement broker 16 or advertisement broker 18 may be used when selecting which advertisement broker 16 or 18 to use. This data may be either provided by the users themselves or derived from a statistical analysis of users' prior actions. For example, if users have preferences to receive advertisements from advertisement broker 16, or statistically respond better to advertisements from advertisement broker 16, then advertisement management system 12 could be arranged to select an advertisement from advertisement broker 16.
A practical application of this embodiment might depend on a preferred search engine selected by each user. Some users might prefer for example Yahoo™ over Google™ or vice versa, and thus an advertisement broker associated with the user's preferred search engine would be selected. The preferred search engine could be either set by the user, provided by the browser of the mobile terminal 14, or be selected by, for example, the operator of the communications network 20 being used by the mobile terminal 14.
Referring now to
One example of implementing this embodiment of the invention would be to have an index.php page with instruction sets to access advertisement management system 12 and return some of the browser parameters such as browser type, IP and the like to the Internet service provider. The advertisement management system 12 would provide instructions to the Internet service provider 28, 30 as to which advertisement broker 16 or 18 to use to access an advertisement.
In one embodiment, the decision about which advertisement broker 16 or 18 to select to obtain an advertisement can be performed by a computer program at the Internet service provider 28, 30. In yet another alternative embodiment, the user's mobile terminal 14 can provide one or more parameters that indicate which advertisement broker 16 or 18 is to be used to receive an advertisement.
Referring now to
Rather, in accordance with the invention, the service provider management system 52 sets the actual destination for generically termed links based on information in, provided to and/or accessed by the service provider management system 52. For example, the selection can be performed based on the user's profile or revenue considerations, e.g., which Internet service provider affords the greatest opportunity for revenue to the operator of the user's mobile terminal 14 and/or the operator of the service provider management system 52. In addition, if the user is provided with free or subsidized telecommunications services, the selection could consider expected file size of the link to be accessed with expected revenues.
Specifically, as shown in
An exemplifying service provider management system 52 for implementing the above technique of selecting a service provider to provide services to a user upon request is shown in
Whenever a user requests a service via their mobile terminal 14 which can be provided by multiple service providers 60, a service provider selection enabling system 58 communicates with the databases 54, 56, if necessary, and obtains and/or accesses data about the requested service, the user requesting the service and/or about pricing relating to the services provided by the service providers from the databases 54, 56. Determination of a request by the user for services, i.e., clicking on a link identifying a generic term as mentioned above, may be made by the selection enabling system 58.
The selection enabling system 58 then selects one of the service providers 60 to provide the service requested by the user in consideration of the data about the user and/or about the service providers from the databases 54, 56. Since the revenue generated from offering services of the service providers 60 to the users may be dependent on data about the user, the selection enabling system 58 could select the service provider 60 in consideration of both data about the user from database 54 and the potential revenue to be generated from the selected service provider from database 56.
The selection enabling system 58 then directs the selected service provider 60, service provider 1, service provider 2 or service provider 3, to provide the requested service to the user's mobile terminal 14. For example, if the requested service is information and service provider 1, service provider 2 and service provider 3 are all capable of providing the information in the form of a web or WAP page, the selection enabling system 58 selects one of these service providers, e.g., service provider 2, and the user is thus presented with the link on their mobile terminal 14 for the web or WAP page of service provider 2. Since different service providers may be selected at different times, e.g., depending on the revenue agreement, the link to a web or WAP page is therefore varied based on the selected service provider 60.
A computer program to implement the above selection of a service provider upon a request for a service by a user may be embodied on computer-readable media and arranged to interface with the service providers 60 in order to direct them to provide services to users' mobile terminals 14 upon command, e.g., when each is determined to provide the most revenue for the operator of the user's communications network.
The invention enables innovative and focused mobile marketing and advertising. Indeed, the popularity of mobile telephones has enabled their use, along with related infrastructure, as a media for providing mobile marketing, i.e., advertisements to the users of the telephones.
This is important because such a concept is considered by advertisers as the next new channel to directly reach consumers since it utilizes core assets and characteristics of the mobile media, namely, it is personal in that it is directed solely to individual consumers, it is “always on” and can reach consumers whenever they access their communications devices, it is mobile and naturally forms groups of people who communicate actively with each other. These characteristics combined with social networks-based approaches of the Internet form a very powerful base to execute marketing strategies.
In general, mobile marketing and advertising can be divided into the following four categories: mobile marketing, mobile advertising, mobile direct marketing and mobile customer relation management (CRM). The present invention in any of its forms discussed above is applicable to all categories.
Mobile marketing is commonly considered as the systematic planning, implementing and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products or services where the primary point of contact with the consumer is via their mobile device.
Mobile advertising is commonly considered as the paid, public, non-personal announcement of a persuasive message by an identified sponsor as well as the non-personal presentation or promotion by a firm of its products to its existing customers and potential customers where such communication is delivered to a mobile telephone or other mobile device. Examples of mobile advertising include: Wireless Application Protocol (WAP) Banner ads, mobile search advertising, mobile video bumpers, and interstitial ads in or on device portals.
Mobile direct marketing is commonly considered a sales and promotion technique in which promotional materials are delivered individually to potential customers via the potential customer's mobile telephone or other mobile device. Examples of mobile direct marketing include the sending of Short Message Service (SMS), Multimedia Message Service (MMS) or Wireless Application Protocol (WAP) push messages, Bluetooth messaging and other interruption-based marketing to mobile telephones or other mobile devices.
Mobile customer relation management is commonly considered as a combination of all the foregoing in a manner that establishes a long-term, engaging relationship between the customer and the marketing or promoting company.
Several computer programs resident on computer-readable media may be used in the invention. One computer program is resident in the advertisement management system 12 and provides advertisements to the communications network 20. Another computer program may be resident in the advertisement brokers 16, 18 and manages interaction with advertisers such as reception of advertisements from the advertisers, data about advertising campaigns from the advertisers, receives requests from Internet service providers 28, 30 for advertisements to be associated with communications, e.g., web or WAP pages, being delivered to users' mobile terminals 14, analyzes the requests and provides suitable advertisements, and enables delivery of the advertisements in combination with requested communications to the users' mobile terminals 14.
In the context of this document, computer-readable medium could be any means that can contain, store, communicate, propagate or transmit a program for use by or in connection with the method, system, apparatus or device. The computer-readable medium can be, but is not limited to (not an exhaustive list), electronic, magnetic, optical, electromagnetic, infrared, or semi-conductor propagation medium. The medium can also be (not an exhaustive list) an electrical connection having one or more wires, a portable computer diskette, a random access memory (RAM), a read-only memory (ROM), an erasable, programmable, read-only memory (EPROM or Flash memory), an optical fiber, and a portable compact disk read-only memory (CDROM). The medium can also be paper or other suitable medium upon which a program is printed, as the program can be electronically captured, via for example, optical scanning of the paper or other medium, then compiled, interpreted, or otherwise processed in a suitable manner, if necessary, and then stored in a computer memory. Also, a computer program or data may be transferred to another computer-readable medium by any suitable process such as by scanning the computer-readable medium.
Having described exemplary embodiments of the invention with reference to the accompanying drawings, it will be appreciated that the present invention is not limited to those embodiments, and that various changes and modifications can be effected therein by one of ordinary skill in the art without departing from the scope or spirit of the invention as defined by the appended claims.
| Number | Date | Country | Kind |
|---|---|---|---|
| 0802989.4 | Feb 2008 | GB | national |
This application claims priority under 35 USC 119 of U.S. Provisional Patent Application No. 60/010,215 filed Jan. 7, 2008 and U.K. Application GB 0802989.4 filed Feb. 19, 2008, the entire disclosure of each of which is incorporated herein by reference.
| Number | Date | Country | |
|---|---|---|---|
| 61010215 | Jan 2008 | US |
