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WO2008020443A1 - Système et procédé pour une distribution en temps réel de messages de publicité interactifs dans des applications mobiles - Google Patents

Système et procédé pour une distribution en temps réel de messages de publicité interactifs dans des applications mobiles Download PDF

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Publication number
WO2008020443A1
WO2008020443A1 PCT/IL2007/001021 IL2007001021W WO2008020443A1 WO 2008020443 A1 WO2008020443 A1 WO 2008020443A1 IL 2007001021 W IL2007001021 W IL 2007001021W WO 2008020443 A1 WO2008020443 A1 WO 2008020443A1
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WO
WIPO (PCT)
Prior art keywords
application
user
advertising
real time
campaign
Prior art date
Application number
PCT/IL2007/001021
Other languages
English (en)
Inventor
Ziv Elul
Offer Yehudai
Original Assignee
Inner-Active Ltd.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Inner-Active Ltd. filed Critical Inner-Active Ltd.
Publication of WO2008020443A1 publication Critical patent/WO2008020443A1/fr
Priority to IL197048A priority Critical patent/IL197048A0/en

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Classifications

    • 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

Definitions

  • the present invention relates to systems and methods for advertising over the cellular network, and more specifically to systems and methods capable of inserting advertising messages with applications running on a mobile device, the advertising messages being sensitive to the application content.
  • ADs advertising messages
  • Some ADs are in the form of banners containing advertising information being transmitted to one or more mobile devices.
  • An example of a method and apparatus for transmitting advertising information comprising a plurality of banner ads to a mobile terminal is disclosed in US patent 6,826,614, given to Jonathan Lee Hanmann et al.
  • US patent application US2004078266 discloses a method of inserting advertisement data during a downloading activity to the mobile device.
  • the advertisement data is inserted between packets of the selected contents file, which is transmitted from the server, and transmitting the download packet data and the advertisement data sequentially, and then displaying the transmitted advertisement data on a predetermined portion of the LCD window.
  • the method is unable to adapt to the content of the application and display the advertising message on selected portion of the content of frame being sent to the LCD window.
  • JP patent application 2004008354 by Masanori Asakura, provides a game application with embedded ADs.
  • the game is caused to progress using the advertisement object indicated by the advertisement information stored in a database as an item in the game by a management server, whereby the user of the portable cellular phone is caused to recognize the advertisement object.
  • AD messages are selected at programming time, thereby in real time, the ADs which are presented to the user cannot be controlled.
  • PCT application WOOl 76709 discloses an interactive advertisement and reward system and methods on which advertisers can deliver digital interactive game coupons and integrate advertisements and rewards into games; game providers can design games to receive the advertisements and rewards; gamers/players will be rewarded in the form of a digital interactive game coupon which can be played and redeemed for product discounts, gifts, and points.
  • AD messages are selectively hard programmed into the application at programming time, thereby in real time; the ADs which are presented to the user cannot be controlled. Therefore there is a need to be and it would be advantageous to have a system and method to embed ADs into a mobile application, whereby the provider can select in real time which advertising campaign to run and which AD to present, adaptive to the on going activities and stages of the application.
  • the term "community” is used herein to refer to a group of users actively sharing rich media content between the users of the group, and having one or more common features or characteristics, for example: a community of women, a community of user that play sports games, etc.
  • a community is preferably a group of users, whereas the ties between members of the community are formed when a member user sends links to an application inviting a new potential member of the community recommending the potential member to join a game, a video, etc. It is the intention of the present invention to provide systems and methods enabling embedding of ADs into a mobile application over a wireless network, whereby the provider can select in real time which advertising campaign to run and which AD to present, adaptive to the on going activities and stages of the application.
  • An aspect of the present invention is to provide content sensitive incentives to the user of the mobile application to continue and actively interact with the mobile application, thereby exposing the user to more ADs.
  • An aspect of the present invention is to learn the user behavioral pattern and to adapt, in real time, to comply with the user activity characteristics.
  • the system can further group users into communities of common characteristics, thereby the system adapts, in real time, to comply with the user characteristics being member of a particular community.
  • a real time (RT) advertising control server including two main sub-systems: a database sub-system and an engines sub-system.
  • the database sub-system includes a campaign database of all available campaigns, a user database of all known users and an activity log, which collects behavioral data on users, communities, applications, etc.
  • the engines sub-system includes a campaign manager, an AD serving engine and a rule generator.
  • the campaign manager manages the creation of new advertising campaign (AC) and updating existing AC, which is performed with the advertiser of the campaign.
  • the campaign manager typically updates campaign database.
  • the AD serving engine selects the campaign which will be run by an active user, and within the campaign, the AD serving engine selects which offer will be presented, at any given stage of the application used by user, to the user.
  • the rule generator continuously “learns", in real time, from the activity log about the behavioral pattern of certain users and certain communities, the reactions to certain applications, etc. Some rules are general and some are specific, for example to a specific user.
  • the rule generator updates in RT the profile of a given user in the user database, according to detected behavioral patterns of the user.
  • FIG. 1 schematically illustrates a RT advertising control system, according to embodiments of the present invention, the system controlling an application running locally on a user mobile device
  • FIG. 2 schematically illustrates a RT advertising control system, according to embodiments of the present invention, the system controlling a video application being streamed from a proxy server of the mobile services provider to a user mobile device;
  • FIG. 3 schematically illustrates a block diagram structure of a RT advertising control system, according to embodiments of the present invention. DESCRIPTION OF THE PREFERRED EMBODIMENTS
  • the present invention is an improved system for controlled, real time advertising of ADs over a wireless network, the system being able to adapt to the content of the application being run on the mobile device. It is also the intention of the present invention to provide system and method that enable placing embedded ADs into a frame created by the application, adaptive to the frame content.
  • An aspect of the present invention is to provide content sensitive incentives to the user of the mobile application to continue and actively interact with the mobile application, thereby exposing the user to more ADs.
  • An aspect of the present invention is to learn the user behavioral pattern and to adapt, in real time, to comply with the user activity characteristics and preferences.
  • the system can further group users into actual communities having common characteristics and preferably, users who actively share applications and applications content, thereby the system adapts, in real time, to comply with the user characteristics being member of a particular community.
  • Figure 1 schematically illustrates a RT advertising control server 100, according to embodiments of the present invention, server 100 controlling an application 1 10 running locally on a user 10 mobile device.
  • Application 1 10 has an interface module 1 12, such as an SDK, compiled into application 1 10.
  • Module 1 1 2 interacts in real time with advertising control server 100.
  • Mobile services provider 20 intermediates, over a cellular network 50, between interface module 1 12 and advertising control server 100.
  • program application 1 10 when a user 10 activates a local program application 1 10, such as a game, program application 1 10 notifies interface module 1 1 2, which in turn activates a setup advertising activity by notifying advertising control server 100.
  • interface module 1 1 2 In the setup activity, interface module 1 1 2 notifies advertising control server 100 the following information:
  • Advertising control server 100 selects an advertising campaign (AC) based on the information sent by interface module 1 1 2, and by criteria assigned to each AC available to advertising control server 100.
  • AC advertising campaign
  • application 1 10 requests interface module 1 12 to provide an AD.
  • Interface module 1 12 forwards the request to advertising control server 100, which selects the next AD to be displayed to user 10 at a pre selected location in the frame created by application 1 10.
  • interface module 1 1 2 forwards the request to advertising control server 100, as well as the game level;
  • advertising control server 100 sends the AD: "... if you reach level 5, you will be awarded with a 1 +1 coupon.”; f) the AD is displayed to user 10 at a pre selected location in the frame created by application 1 10;
  • interface module 1 12 forwards the request to advertising control server 100, as well as the game level;
  • advertising control server 100 sends the AD: you won a 1 +1 coupon! and in parallel, sends an SMS with the coupon to the mobile device of user 10;
  • interface module 1 12 updates advertising control server 100 with relevant information about the on going application 1 10. For example, the current game level, points accumulated by user 10, percentage of game completed, etc.
  • a campaign is defined by or more of the following: a) the AC type. for examples: multiple campaigns, single campaign, etc. b) various offers included in the campaign. for examples: 1 +1 coupons, discount coupons, incentives, etc.
  • the advertiser bidding that is, how much is the advertiser willing to pay for each offer. for examples: for each exposure the advertiser pays $2; for each redeemed coupon the advertiser pays $8.
  • FIG. 2 schematically illustrates a RT advertising control server 100, according to embodiments of the present invention, server 100 controlling a video application 120 running on the mobile device of user 10.
  • Application 120 is being streamed from streaming server 22, by proxy 24 of mobile services provider 20.
  • An AD server proxy 130 receives ADs requests from the video streamer and adds the next AD from an AD video content storage 132, which is updated by advertising control server 100.
  • Database sub-system 140 includes a campaign database 142 of all available campaigns, a user database 144 of all known users and an activity log 146 which collects behavioral data on users, communities, applications, etc.
  • Engines sub-system 150 includes a campaign manager 1 52, an AD serving engine 1 54 and a rule generator 1 56.
  • Campaign manager 1 52 manages the creation of new ACs and updating existing AC, which is performed with the advertiser of the campaign.
  • Campaign manager 1 52 updates campaign database 142.
  • Campaign manager 1 52 reads data from user database 144 and activity log 146, to provide prospective data to advertisers, while in the process of creating new ACs. For example: the size of a certain age group that typically plays a certain game.
  • AD serving engine 1 54 selects the campaign which will be run by an active user 10, and within the campaign, AD serving engine 1 54 selects which offer will be presented at any given stage of the application used by user 10.
  • AD serving engine 1 54 typically reads data from campaign database 142 and user database 144, and updates activity log 146 with data received, for example, from interface module 1 12.
  • Rule generator 1 56 continuously “learns", in real time, from activity log 146 about the behavioral pattern of certain users and certain communities, the reactions to certain applications, etc. Some rules are general, for example: product X is designated to women only; product Y is designated to users aged 16-22; etc. Some rules are specific, for example to a specific user. Example 1 of a rule for a specific user: user A has seen in the last month 3 ACs for chocolate - do not expose him to more chocolate ACs in the coming month.
  • Example 2 of a rule for a specific user user B rejects 1 +1 coupons - provide him only with discount coupons.
  • Rule generator 1 56 updates in RT the profile of a user 10 in user database 144 according to detected behavioral patterns of user 10. The updates will take effect in the next immediate decision of server 100 concerning user 10.
  • RT advertising control server 100 can be operated by an independent provider, by a mobile services provider 20 or by any other entity. When operated independent of a mobile services provider 20 advertising control server 100 can communicate with the mobile services provider 20 trough the cellular network 50, a web network 60 or directly 25, as shown in Figure 1.

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  • Marketing (AREA)
  • Strategic Management (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Engineering & Computer Science (AREA)
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Abstract

L'invention concerne un système comportant un serveur de commande publicitaire en temps réel comprenant deux sous-systèmes principaux : un sous-système de base de données et un sous-système de moteurs. Le sous-système de base de données comporte une base de données de campagnes de toutes les campagnes disponibles, une base de données d'utilisateurs de tous les utilisateurs connus et un journal d'activité, qui collecte des données comportementales sur les utilisateurs, les communautés, les applications, etc. Le système permet d'incorporer des messages publicitaires en temps réel (AD) dans une application mobile sur un réseau sans fil, ce par quoi la campagne publicitaire et le prochain AD devant être présentés sont sélectionnés en temps réel, s'adaptant à l'application en cours. Le système permet également de placer des AD incorporés dans une trame créée par l'application, s'adaptant au contenu de la trame. Le système permet également de fournir des incitations à l'utilisateur de l'application mobile pour continuer et interagir activement avec l'application mobile, exposant ainsi l'utilisateur à plus d'AD. Le système est capable d'apprendre le motif comportemental de l'utilisateur et de s'adapter, en temps réel, pour satisfaire les caractéristiques d'activité de l'utilisateur. Le système peut en outre grouper des utilisateurs en communautés de caractéristiques communes, et s'adapter ainsi, en temps réel, pour satisfaire les caractéristiques d'utilisateur membres d'une communauté particulière.
PCT/IL2007/001021 2006-08-14 2007-08-14 Système et procédé pour une distribution en temps réel de messages de publicité interactifs dans des applications mobiles WO2008020443A1 (fr)

Priority Applications (1)

Application Number Priority Date Filing Date Title
IL197048A IL197048A0 (en) 2006-08-14 2009-02-15 System and method for real time delivery of interactive advertising messages into mobile applications

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
US82225106P 2006-08-14 2006-08-14
US60/822,251 2006-08-14

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WO2008020443A1 true WO2008020443A1 (fr) 2008-02-21

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Cited By (8)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2009113922A1 (fr) * 2008-03-12 2009-09-17 Telefonaktiebolaget Lm Ericsson (Publ) Procédé et dispositif utilisateur pour la gestion de publicité mobile
WO2010030472A3 (fr) * 2008-09-11 2010-05-20 Microsoft Corporation Publicité et commerce souscrits par le biais de composants d'interface graphique
US8462930B2 (en) 2008-08-20 2013-06-11 Sellaring Ltd. Method and apparatus for network maintenance and supervision of an on-board controlled display portion
US8503659B2 (en) 2008-08-20 2013-08-06 Sellaring Ltd. Method and apparatus for ringback tone replacement with downloaded audio files
EP2332115A4 (fr) * 2008-08-07 2013-11-06 Google Inc Distribution de contenus pour terminaux mobiles
WO2015004452A1 (fr) * 2013-07-09 2015-01-15 Maxymiser Ltd Procédé d'optimisation pour une application
US20180040033A1 (en) * 2015-04-02 2018-02-08 Vungle, Inc. Systems and methods for autonomous bids of advertisement inventory
US10037545B1 (en) * 2014-12-08 2018-07-31 Quantcast Corporation Predicting advertisement impact for audience selection

Citations (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2001076709A1 (fr) * 2000-04-07 2001-10-18 Playadz Pte Ltd Methode et reseau permettant de fournir des coupons numeriques de jeu interactif et d'integrer des publicites interactives dans des jeux au sein d'un reseau sans fil
US20040015608A1 (en) * 2000-11-29 2004-01-22 Applied Microsystems Corporation Method and system for dynamically incorporating advertising content into multimedia environments
WO2005036425A1 (fr) * 2003-10-17 2005-04-21 Swisscom Mobile Ag Procede et systeme permettant de jouer avec un terminal de jeu raccorde a un reseau radio mobile

Patent Citations (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2001076709A1 (fr) * 2000-04-07 2001-10-18 Playadz Pte Ltd Methode et reseau permettant de fournir des coupons numeriques de jeu interactif et d'integrer des publicites interactives dans des jeux au sein d'un reseau sans fil
US20040015608A1 (en) * 2000-11-29 2004-01-22 Applied Microsystems Corporation Method and system for dynamically incorporating advertising content into multimedia environments
WO2005036425A1 (fr) * 2003-10-17 2005-04-21 Swisscom Mobile Ag Procede et systeme permettant de jouer avec un terminal de jeu raccorde a un reseau radio mobile

Cited By (13)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2009113922A1 (fr) * 2008-03-12 2009-09-17 Telefonaktiebolaget Lm Ericsson (Publ) Procédé et dispositif utilisateur pour la gestion de publicité mobile
EP2332115A4 (fr) * 2008-08-07 2013-11-06 Google Inc Distribution de contenus pour terminaux mobiles
US8879711B2 (en) 2008-08-20 2014-11-04 Sellaring, Ltd. Method and apparatus for network maintenance and supervision of a controlled on-board audio portion
US8503659B2 (en) 2008-08-20 2013-08-06 Sellaring Ltd. Method and apparatus for ringback tone replacement with downloaded audio files
US8462930B2 (en) 2008-08-20 2013-06-11 Sellaring Ltd. Method and apparatus for network maintenance and supervision of an on-board controlled display portion
US8693658B2 (en) 2008-08-20 2014-04-08 Sellaring, Ltd. Method and apparatus for network maintenance and supervision of a controlled display portion
WO2010030472A3 (fr) * 2008-09-11 2010-05-20 Microsoft Corporation Publicité et commerce souscrits par le biais de composants d'interface graphique
WO2015004452A1 (fr) * 2013-07-09 2015-01-15 Maxymiser Ltd Procédé d'optimisation pour une application
US10037545B1 (en) * 2014-12-08 2018-07-31 Quantcast Corporation Predicting advertisement impact for audience selection
US11010786B1 (en) 2014-12-08 2021-05-18 Quantcast Corporation Predicting advertisement impact for audience selection
US11769171B1 (en) 2014-12-08 2023-09-26 Quantcast Corporation Predicting advertisement impact for audience selection
US20180040033A1 (en) * 2015-04-02 2018-02-08 Vungle, Inc. Systems and methods for autonomous bids of advertisement inventory
US10692117B2 (en) * 2015-04-02 2020-06-23 Vungle, Inc. Systems and methods for autonomous bids of advertisement inventory

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