WO2005043344A2 - System and method for enabling an advertisement to follow the user to additional web pages - Google Patents
System and method for enabling an advertisement to follow the user to additional web pages Download PDFInfo
- Publication number
- WO2005043344A2 WO2005043344A2 PCT/US2004/036483 US2004036483W WO2005043344A2 WO 2005043344 A2 WO2005043344 A2 WO 2005043344A2 US 2004036483 W US2004036483 W US 2004036483W WO 2005043344 A2 WO2005043344 A2 WO 2005043344A2
- Authority
- WO
- WIPO (PCT)
- Prior art keywords
- advertisement
- user
- electronic
- advertiser
- electronic document
- Prior art date
Links
Classifications
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
-
- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0277—Online advertisement
-
- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q10/00—Administration; Management
- G06Q10/10—Office automation; Time management
-
- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0242—Determining effectiveness of advertisements
- G06Q30/0246—Traffic
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0272—Period of advertisement exposure
Definitions
- the menu-based graphical advertisement 200 example depicted thus presents an opportunity for the advertiser to tell the interested potential customer about its company, products and/or offerings through images, other graphics, or additional text. It may act as a synopsis of the advertiser's offering, with guides. It may lead and follow the user as he or she investigates, like a special navigation toolbar. It may even follow through to the destination site/page.
- advertisement 200 may be offered in a controlled environment. For example, it may be operated in such a way to preclude pop-ups (unless specifically directed to by the user), or retrieving additional web pages/sites without a user's request.
- step 1006 ranking of advertisements may be determined as an optional feature as discussed above.
- advertisements may be provided in some other format based on other predetermined criteria (e.g., match advertisement format to page media and layout).
- step 1008 one or more morphing ads may be delivered to the end user system that include the code that enables the end user system to effectuate transitioning the ad from a first display format to a second display format as described in greater detail below.
- System for Receiving and Delivering Morphing and Menu-Driven Advertisements An embodiment of a networked environment in which such a system may operate is depicted in Fig. 3.
- the advertisement listings provider 16 may then distribute the listings tlirough various forums or feeds, including direct distribution in print media, providing the listings on one or more web sites affiliated with the advertisement listings provider, through internet advertising distribution partners 20 (also called syndication partners) (connected over network 14 or 22 depending on security desired), tlirough content systems 24 (with associated content databases 26) and through search engine systems operated by the advertisement listing provider or internet advertising distribution partner(s).
- internet advertising distribution partners 20 also called syndication partners
- tlirough content systems 24 with associated content databases 26
- search engine systems operated by the advertisement listing provider or internet advertising distribution partner(s) may be included in pages displayed to end users 28 (often called an impression).
- the advertisement provider 12 is only obligated to pay if the end user meets some performance parameter (e.g., clicks-through the advertisement to the web page target provided by the advertisement provider in affiliation with the particular ad, activates a coupon, becomes a registered user, purchases an item, completes a phone link (in the event of a wireless/phone hookup), for example).
- some performance parameter e.g., clicks-through the advertisement to the web page target provided by the advertisement provider in affiliation with the particular ad, activates a coupon, becomes a registered user, purchases an item, completes a phone link (in the event of a wireless/phone hookup), for example).
- the advertisement listings provider 16 may only be paid when a certain performance parameter is achieved (e.g., a click-through occurs or a conversion occurs, etc.) or some otner monetization event occurs.
- the advertisement listing provider 16 and internet distribution partner(s) 20 may agree to share the revenue for the charge-incurring performance (e.g., click-throughs generated) through distribution via the internet distribution partner 20.
- Each of advertising listings provider 16 and advertisement provider 12 may comprise computerized systems that include one or more of the following systems: a web server, a database server, proxy server, network balancing mechanisms and systems, and various software components that enable the system to operate on the internet or other network type system.
- networks 14 and 22, although depicted as http networks, may comprise other networks such as private lines, intranets, or any other network.
- the connection between advertising provider 12 and advertisement listing provider 16 may comprise secure network connections to insure that data is not subject to attack or corruption by any hacker or other third party.
- End users 28 may comprise any user connected to the internet and may comprise computerized systems that enable that connection through any of various types of networks, including through internet service providers, cable companies, and any other method of accessing data on the internet.
- Internet advertising distribution partners 20 may comprise any system that distributes internet-based advertising to end users. Whereas two internet advertising distribution partners 20 are depicted, any number may actually be provided.
- the advertisement listing provider 16 generates revenue when end users achieve performance parameters or some other monetization event (as discussed above) occurs relevant to an advertisement such that the advertising system can charge a price parameter participating advertisement providers select.
- the advertisement listing provider 16 may also incur costs for every impression that it reaches in the form of overhead in running a web site or distribution agreements for distribution.
- a ranking module 34 may generate an order to the listing based on rankings based on a model.
- the ranking module 34 may determine rankings based on price parameter values, revenue efficiency and performance, in conjunction with a performance rate determination module 36 (e.g., a click-through-rate calculator, conversion calculator, coupon selection calculator, phone through rate calculator, etc.).
- the resulting advertisements generated and ranked may then be communicated through various channels.
- An advertiser communication module 38 may also be provided for communicating with the advertisers. For example, it may be desired for the system to alert an advertiser prior to changing the advertisement used for a given price parameter or before moving the advertisement down or up in the rankings.
- a database 18 may be provided in affiliation with the advertiser listing provider to store advertisements, price parameters, advertising information and a cache of clicks to be used to determine the performance-rate. Additionally, because advertising listings provider 16 may provide the functionality of distributing advertising itself and providing search engine results, web server system 40 may be provided as well as a search engine system 41. It should be appreciated that multiple such systems may be encompassed within the advertising listing provider system 16. Additionally, a morphing enablement module 42 may be provided that takes data stored for a morphing advertisement in the database system 18 and generates a morphing advertisement for inclusion in an electronic document as described below, for example. An image server 44 may be provided to serve images associated with advertisements, if desired.
- This JavaScript function takes an advertisement identified by currentElement // and modifies display parameters on HTML page content so that the user perceives // that the ad mo ⁇ hs. In this example, all ads of one form — the 'plainAds' — are hidden, // and the selected ad is mo ⁇ hed by making its alternate form visible. // This function is invoked by the mo ⁇ hing selection mechanism. // function mo ⁇ h( advertisement ) ⁇ toggle Visibility( 'plainAds' ); toggle Visibility( advertisement );
- the mo ⁇ hing advertisement may comprise a format that includes a menu-based graphical format as shown for example in the illustrative example of Fig. 2.
- a display format may enable the user to navigate to various other pages of content provided by the content/advertisement system without necessarily transitioning to a web page sponsored by the advertiser. This provides the ability of the user to maintain control over whether they visit the advertiser's web site but also allows the user to find out more information relevant to the advertiser and/or its products.
- the advertisement may be thought of as following the user around as they visit the various pages of content selected by the advertiser in association with the menu options presented in the advertisement.
- Content may be restricted to a specific site, such as Google, or content cached by the site (e.g., Google) to allow quick, anonymous browsing as explained below.
- a specific site such as Google
- content cached by the site e.g., Google
- one of the menu options may comprise a menu option to view pictures relevant to the advertised wild life tour.
- a request may be transmitted based upon the content supplied in the advertisement back to the advertisement listing server which may then return a web page that includes content specified in the URL associated with the menu option and including the menu-driven graphical advertisement as well.
- the user continues to have the advertisement as a point of reference for navigating to various other pieces of information or back by selection of the home icon.
- the advertisement/content provider system may then return the requested content along with the menu-driven advertisement as well to again allow the advertisement to "follow the user around.” Given the fact that the advertisement is not changing, it will appear to the user in a preferred embodiment that the advertisement does not "change" because the browser is not required to change any of the pixels depicted for that portion of the electronic page.
- Another advantage of the advertisement following the user is that the advertisement may be present during the purchase of items, such as through an interface depicted in Fig. 8. Thus, the advertisement may record feedback from the user at the point of purchase to determine the effectiveness of the advertisement, etc.
- the system may utilize frames such that the advertisement is treated as one frame that does not need to be refreshed whereas the other content portions of the page are refreshed.
- the advertisement may "follow the user” to various pages of content as specified in the menu options of the advertisement.
- the advertisement that "follows the user” may not be a mo ⁇ hing advertisement, but may be static or some other format as well.
- the system for providing this functionality may include an electronic advertisement output system that delivers the electronic advertisement comprising one or more menu options and a reference to a network location for retrieving specified content associated with each menu option.
- the system may also receive a selection of the menu option from the electronic advertisement and deliver a second electronic document (e.g., web page) including content from the referenced network location associated with the menu option selected, the second electronic document including the electronic advertisement.
- an expanded text input box 1120 may be provided to enable the advertiser to specify a larger amount of text about the company and/or items for sale that are being advertised than are capable of being displayed in the smaller, unexpanded format as depicted in Fig. 1 and explained below.
- a contact info input box 1122 is provided to enable the user to specify contact infonnation such as that depicted in Fig. 2. It is also within the scope of the present invention for the contact information to be based upon the account information on file for the advertiser such that the advertiser does not need to specify this information in this advertisement input interface 1100. Such information may be automatically populated from the accounting database utilized by the system to keep track of amounts due to the advertising listing provider from various advertisers.
Abstract
Description
Claims
Priority Applications (5)
Application Number | Priority Date | Filing Date | Title |
---|---|---|---|
CA2544860A CA2544860C (en) | 2003-11-03 | 2004-11-03 | System and method for enabling an advertisement to follow the user to additional web pages |
KR1020067010731A KR101221221B1 (en) | 2003-11-03 | 2004-11-03 | System and method for enabling an advertisement to follow the user to additional web pages |
AU2004286681A AU2004286681B2 (en) | 2003-11-03 | 2004-11-03 | System and method for enabling an advertisement to follow the user to additional web pages |
JP2006539607A JP5279107B2 (en) | 2003-11-03 | 2004-11-03 | ADVERTISING SYSTEM AND METHOD USING USER TO BROWSE ADDITIONAL WEB PAGE |
EP04800604A EP1692589A4 (en) | 2003-11-03 | 2004-11-03 | System and method for enabling an advertisement to follow the user to additional web pages |
Applications Claiming Priority (4)
Application Number | Priority Date | Filing Date | Title |
---|---|---|---|
US51628103P | 2003-11-03 | 2003-11-03 | |
US60/516,281 | 2003-11-03 | ||
US10/748,681 | 2003-12-31 | ||
US10/748,681 US7930206B2 (en) | 2003-11-03 | 2003-12-31 | System and method for enabling an advertisement to follow the user to additional web pages |
Publications (2)
Publication Number | Publication Date |
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WO2005043344A2 true WO2005043344A2 (en) | 2005-05-12 |
WO2005043344A3 WO2005043344A3 (en) | 2006-02-02 |
Family
ID=34556128
Family Applications (1)
Application Number | Title | Priority Date | Filing Date |
---|---|---|---|
PCT/US2004/036483 WO2005043344A2 (en) | 2003-11-03 | 2004-11-03 | System and method for enabling an advertisement to follow the user to additional web pages |
Country Status (7)
Country | Link |
---|---|
US (5) | US7930206B2 (en) |
EP (1) | EP1692589A4 (en) |
JP (1) | JP5279107B2 (en) |
KR (1) | KR101221221B1 (en) |
AU (1) | AU2004286681B2 (en) |
CA (1) | CA2544860C (en) |
WO (1) | WO2005043344A2 (en) |
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US20110238508A1 (en) | 2011-09-29 |
KR101221221B1 (en) | 2013-01-11 |
US20050096979A1 (en) | 2005-05-05 |
JP5279107B2 (en) | 2013-09-04 |
US10650419B2 (en) | 2020-05-12 |
CA2544860C (en) | 2015-08-11 |
EP1692589A2 (en) | 2006-08-23 |
KR20060130051A (en) | 2006-12-18 |
JP2007516517A (en) | 2007-06-21 |
AU2004286681A1 (en) | 2005-05-12 |
US8838479B2 (en) | 2014-09-16 |
AU2004286681B2 (en) | 2010-10-07 |
US10621628B2 (en) | 2020-04-14 |
US20190164198A1 (en) | 2019-05-30 |
EP1692589A4 (en) | 2008-06-04 |
US10115133B2 (en) | 2018-10-30 |
US7930206B2 (en) | 2011-04-19 |
US20190080368A1 (en) | 2019-03-14 |
WO2005043344A3 (en) | 2006-02-02 |
CA2544860A1 (en) | 2005-05-12 |
US20140365321A1 (en) | 2014-12-11 |
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