Browse Prior Art Database

Method to generate metrics via pinch zoom activity on a mobile device

IP.com Disclosure Number: IPCOM000237472D
Publication Date: 2014-Jun-18
Document File: 2 page(s) / 30K

Publishing Venue

The IP.com Prior Art Database

Abstract

The invention presents a novel way to analyze pinch/zoom data collected by the client application to determine the content that is currently in focus within the application. Once the content has been identified, data handlers may be invoked so that additional action may be taken such as compiling usage statistics to be sent asynchronously to the publisher of the content.

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Method to generate metrics via pinch zoom activity on a mobile device
Advertisers are always interested to know how effective their online ad campaigns are, and tend to look at metrics such as clicks and impressions to determine the value of a particular campaign. However, other interactions with the campaign may also be useful but are more difficult to measure. For example, it's difficult to gauge whether a person is looking at or reading an ad, but not clicking it. The marketing manager may wish to know how often people take time to study the ad, in addition to measuring clicks and impressions.

There is a lot of prior art around eye tracking software to determine what objects on a screen a user is focussing on. However, this assumes the client device has the supporting hardware and the user is comfortable with having their eye activity tracked. Both of these assumptions are difficult hurdles to enable widespread adoption of eye tracking as a reliable solution. For example, one patent suggests to determine eye gaze using a head mounted gaze tracking device that communicates with a backend server. This type of solution is not realistic for most users, and at best will be quite a number of years before such a solution would provide much value to a marketing firm.

Another area of prior art is statistical analysis of a screen to determine which regions the eye is drawn to first. For example, on a mobile device viewing a particular web page, the analysis would indicate the user is most likely to initially look at the top right region and the eye will scan towards the center region. However, this statistical modeling falls short of actually determining where the user is looking and generating metrics based on that activity.

However, with the explosion of mobile device usage there is an opportunity to capture a user's area of focus without the use of previously mentioned eye tracking hardware/software. Such an invention is important because it does not require any additional hardware, and can be used on existing devices in the market today. The proposed invention outlines such a technology, which is not covered in current art.

Mobile devices present a unique UI paradigm with smaller screens. People often use a technique called pinch/zoom to magnify an area of the screen so they can easily read the content of an application. The invention presents a novel way to analyze pinch/zoom data collected by the client application to determine the content that is currently in focus within the application. Once the content has been identified, data handlers may be invoked so that additional action may be taken such as compiling usage statistics to be sent asynchronously to the publisher of the content.

Novelty:
Leverage pinch/zoom functionality on mobile devices to determine content in focus

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The invention leverages the smaller screen form factor of mobile devices to its advantage. Since the viewable area of the screen is...