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Predict Social Interaction Path Amongst Users to Target Ads

IP.com Disclosure Number: IPCOM000247225D
Publication Date: 2016-Aug-17
Document File: 4 page(s) / 63K

Publishing Venue

The IP.com Prior Art Database

Abstract

Disclosed is a method of using a cognitive system to identify and reach candidate recipients for advertising based on a combination of variables gathered through social media and a method to predict the information propagation path amongst users. The predicted information propagation path is then used to perform targeted marketing to each relevant user in the information propagation path to reach users with greater influence and the target customer.

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Predict Social Interaction Path Amongst Users to Target Ads

Many methods exist for delivering targeted advertisements to the customer. Broadcast advertising typically performs targeting by demographics, without direct confirmation from a specific consumer. Various other methods are also available to identify target customers, and advertisers need to tailor advertising to reach the target customer. On a computer or smart phone, two-way communication is possible whereby software can be used to identify a target customer and accordingly deliver an advertisement.

In some instances, however, the target customer can miss an advertisement. For example, an advertiser identified Mr. X as target customer, but Mr. X has missed receiving the advertisement many times. Mr. X interacts with users A, B, C, D, E, etc. over telephone calls, instant messaging, social network, and in-person communications. If an advertisement is also displayed to users A, B, C, D, E, then there is a chance that those users will inform Mr. X (i.e., the actual target customer) of the advertisement/product. In addition, users influence others. Once an advertiser determines a user's interaction patterns (e.g., in social media), there is a follow-on advertising opportunity to advertise to users that could influence other users.

A method and system is needed so by which an advertisement can be delivered to people other than the target customer, in such a way that advertiser ultimately reaches the target customer.

The novel contribution is a cognitive system and method to identify candidate advertising recipients based on combination of following:


 User has been determined to have seen or heard advertisement in various channels (e.g., TV, streaming, web, mobile, radio, etc.)

 Category of product or service being advertised is determined through use of natural language processing (NLP) and mapping to category definitions
 Identified user of advertisement has provided feedback via text (e.g., social media, blogs, reviews, etc.) or verbally (e.g., audio capture by mobile, smart TV, tablet, etc.).


 Identified user has social media interactions with various users, which can be used to determine relationship strength

The method predicts the information propagation path amongst users in social media based knowledge learned from analysis of previous social interactions for given topics or categories, and relationship strength. The system then uses the predicted information propagation path to perform targeted marketing to each relevant user in the information propagation path to reach users with greater influence.

The method and system identify candidate advertisement recipients based on prior advertisements in multiple channels (e.g., TV, streaming, mobile, web, radio, etc.) that the user has seen or heard and to which the user provided feedback via text (e.g., social media, blogs, reviews, etc.) or verbally with goal of displaying the appropriate advertisement. The sy...