DETERMINING RELATIVE EFFECTIVENESS OF MEDIA CONTENT ITEMS

Title:

DETERMINING RELATIVE EFFECTIVENESS OF MEDIA CONTENT ITEMS

Document Type and Number:

WIPO Patent Application WO/2010/101674

Kind Code:

A3

Abstract:

The effectiveness of advertisements with respect to a group of panelists is measured. Based on the results of such analysis, advertisements and/or variants thereof are selected for presentation to consumers. Effectiveness of advertisements is measured, in one embodiment, by detecting exposure to advertisements, and then monitoring panelist behavior following exposure to an advertisement. In one embodiment, the group of panelists is a representative sample of a larger population, so that observations of panelist behavior can be used as a basis for making decisions regarding presentation of advertisements to a larger audience having characteristics similar to those of the panelists. Once the relative effectiveness for various audiences has been determined, advertisements can be selected for presentation to individual consumers or to groups of consumers, so as to maximize effectiveness. In one embodiment, such analysis and selection is performed substantially in real-time.

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Inventors:

KLEIN MARK D (US)
BROWNE JASON (US)
PATERSON CRAIG DOUGAL (US)

Application Number:

PCT/US2010/021649

Publication Date:

October 28, 2010

Filing Date:

January 21, 2010

Export Citation:

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Assignee:

INTEGRATED MEDIA MEASUREMENT I (US)
KLEIN MARK D (US)
BROWNE JASON (US)
PATERSON CRAIG DOUGAL (US)

International Classes:

G06Q30/00

Foreign References:

KR20060052853A	2006-05-19
KR20030004155A	2003-01-14
US20090030780A1	2009-01-29
US20080215975A1	2008-09-04

Other References: