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Method and System for Measuring Post-Click User Experience with Mobile Advertisements

IP.com Disclosure Number: IPCOM000240217D
Publication Date: 2015-Jan-14
Document File: 5 page(s) / 57K

Publishing Venue

The IP.com Prior Art Database

Related People

Fabrizio Silvestri: INVENTOR [+7]

Abstract

A method and system is disclosed for measuring post-click user experience with mobile native advertising on streams. The method and system includes identifying high quality advertisements by analyzing landing page of advertiser of the advertisements. The post-click user experience is measured using engagement metrics such as dwell time and bounce rate that are determined based on analysis of the landing page.

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Method and System for Measuring Post-Click User Experience with Mobile Advertisements

Abstract

A method and system is disclosed for measuring post-click user experience with mobile native advertising on streams.  The method and system includes identifying high quality advertisements by analyzing landing page of advertiser of the advertisements.  The post-click user experience is measured using engagement metrics such as dwell time and bounce rate that are determined based on analysis of the landing page.

Description

Disclosed is a method and system for measuring post-click user experience with mobile native advertising on streams. 

In accordance with the method and system, engagement metrics for an advertisement is measured.  The engagement metric includes dwell time and bounce rate.  The dwell time is average time between users clicking on an advertisement and returning to stream.  The bounce rate is a percentage of advertisement clicks with dwell time. 

The dwell time is based on time taken by a user to return to stream after clicking on an advertisement.  If the user takes more time to return, then experience of the user is positive.  However, it may also mean that the user browsed other websites before returning to the stream.  The dwell time is a good proxy for users spending time on website of advertiser, wherein longer dwell time suggests a positive experience with the website.

For a particular advertisement , mean dwell time  and standard deviation  are calculated.  Any click on advertisement  with  is referred as short click and any  on advertisement  with  is referred as long click.  Here, is dwell time on advertisement  for click .  Users with short clicks are assumed to have a negative experience on the website of the advertiser and users with long clicks are assumed to have a positive experience on the website.

Additionally, two metrics are used to measure pre-engagement and post-engagement of the user for an advertisement.  The two metrics are adclicks and clicksperday.  The adclicks is the number ad clicks of a user over a period of time.  This assists in determining effect of ad post-click experience of a user on future ad clicks of the user.  The clicksperday is an average number of pages a user is viewing within each day over the time period.  A change in engagement between pre-engagement time period and post-engagement time period is as follows:

where, eng is either adclicks or clicksperday.  A value above 0 indicates that post-engagement has increased compared to pre-engagement, whereas a value below 0 indicates that post-engagement has decreased compared to pre-engagement.

The ad post-click experience may vary with mobile and desktop.  It is determined whether dwell time and bounce rate of an advertisement differs when viewed on a mobile and a desktop.  A difference in percentage is calculated as:

The device upon which an advertisement is displayed has an impact on how users experience the ad...