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IP.com Disclosure Number: IPCOM000127369D
Publication Date: 2005-Aug-25

Publishing Venue

The IP.com Prior Art Database

Abstract

A system, method and computer program product are provided for calculating the cost of an advertisement. Initially, data reflecting an advertisement and usage of the advertisement may be provided. Such data may be provided by utilizing an input device. The data provided may then be rated, utilizing a processor in communication with the input device. A cost may optionally be calculated based on the rated data. Such calculation may be performed by also utilizing the processor. Further, the calculated cost may be output by utilizing an output device in communication with the processor.

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Field and Background of the Invention

            The present invention relates to software, and more particularly, to business management software.

            Marketers/advertisers have difficulties in reaching their target audiences.  In today’s multi-channel environment, it’s becoming increasingly difficult for advertisers to target audiences.  An appropriate accounting mechanism is needed that can ensure a proper compensation for reaching the target audience.  Marketers have difficulties in reaching large blocks of unduplicated eyeballs. They are willing to pay top dollar for that (an issue that is called the reach premium).

            Conventional data that advertisers seek to collect for making future advertising decisions include receivers’ liking of the advertisement, preference for the advertisement and intent to purchase based on the advertisement.  However, to date, such conventional data has only been measured by direct responses to advertising methods, such as coupons, toll-free phone numbers, and/or copy testing with sample receivers.  As a consequence, the collection methods of such conventional data have merely provided gross indicators of an advertisement’s audience and financial impact.

            Traditionally, the cost for an advertiser to run an advertisement (e.g. commercial, etc.) has been based on an estimated number of people who are predicted to watch the content that is broadcasted around the advertisement itself, such as a television show, etc.  In the case of a commercial on television, the estimated cost is adjusted after the commercial is presented, according to information collected from a sample of viewers/receivers that only measure the percentage of the sample viewers/receivers whose television/set-top box was tuned on the proper channel when the specific commercial was broadcasted and presented. On the web, the estimated cost is adjusted according to the number of viewers who clicked on the advertisement. In addition, the cost has also been associated with a type of demographic group of the predicted number of receivers.  The advertisement cost is also associated with the type of content around it.  To this end, the cost is not based on usage and/or effectiveness of the actual advertisement, and less attention is paid to the advertisement.

            Recent changes in the ways in which receivers watch content, and especially television, have affected the accuracy of the traditional cost calculation method.  For example, with innovations such as digital cable television which includes a wide variety of channels, many receivers are no longer watching advertisements between television shows, but are rather simply switching the channel during the commercial break. 

            In addition, with the large number of television channels from which to choose, the number of receivers for particular channels h...