Browse Prior Art Database

Virtual Worlds Design/Interaction Meter

IP.com Disclosure Number: IPCOM000191424D
Original Publication Date: 2010-Jan-04
Included in the Prior Art Database: 2010-Jan-04
Document File: 2 page(s) / 27K

Publishing Venue

IBM

Abstract

Marketing in a virtual world is very different from in the real world. A virtual world allows marketing presentation elements that defy real world limitations -- e.g., signs or objects that float or rotate or follow people around -- as well as new ways to measure the effectiveness of marketing elements. Retailers or people designing interactive marketing elements in a virtual world need to know what works best and can benefit from feedback on how virtual presentation elements affect rate of use.

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Virtual Worlds Design/Interaction Meter

Currently there are many new and different marketing techniques that are emerging within virtual worlds. The effectiveness of some of these techniques can be measured by measurement techniques that are analogous to ones currently used today (e.g. click-through rates). However, some of the current methods for measuring marketing effectiveness may not be applicable to some virtual world marketing methods.

This invention uses a set of advertising object parameters -- how big the object appears, how long it is in the person's field of vision, how physically close they are to it, and how much they interact with it -- to indicate or rate the impact or effectiveness of an advertising object on a person.

In advertising in a virtual world there are several parameters of advertising that can be measured that can't be measured in a physical world. This affords the opportunity to measure its effectiveness in novel ways. The parameters our invention depends on are:

* f = Viewer field of vision
* p = Viewer proximity
* m = Viewer instant messaging (IM) interaction

These can be combined to produce a measure of the effectiveness (e) of a virtual world advertising object where x, y, & z are coefficients to weight the importance of the parameters, and the effectiveness of a virtual world advertisement is:

e = (x *f) + (y*p)...