WO2012071018A2

WO2012071018A2 - Method and process for increasing recall of advertisement message and a monetization solution for on-line content

Info

Publication number: WO2012071018A2
Application number: PCT/SI2011/000066
Authority: WO
Inventors: Robert Farazin; Rok GREGORIČ; Rok Krulec; Miha Rebernik
Original assignee: Double Recall Inc.
Priority date: 2010-11-25
Filing date: 2011-11-25
Publication date: 2012-05-31
Also published as: WO2012071018A3; SI23560A

Abstract

The method and process are provided for increasing recall of the advertisement message and monetizing access to digital content on the web, mobile or tablet applications. The invention method and process provides solution to the following technical problems: increased recall of an advertisement message by a user or viewer of the advertisement; delivery of advertisement messages to a specific target group or potential customers; and monetization of access to on¬ line content and content of mobile and tablet applications. In the forthcoming solution the digital user is, upon finding the digital content, presented with an advertisement block that he has to read, type in and confirm in order to gain access to the desired digital content. In the advertisement block there is a short advertisement message. By typing in the visually distinct part of the short message and confirming the intent to access the digital content, the user gets access to the desired authored content. The digital user gains free access to an otherwise paid content but for which he has read the advertisement message. The owner of the content bills the access to the advertiser and the advertiser in turn has the digital user reading his advertisement which is semantically connected to the desired content. The advertiser follows the number of users that have read the advertisement and analyzes the effectiveness of the campaign.

Description

METHOD AND PROCESS FOR INCREASING RECALL OF ADVERTISEMENT MESSAGE AND A MONETIZATION SOLUTION FOR ON-LINE CONTENT

DESCRIPTION OF THE INVENTION

Technology field

Advertising; providing access to commercial online content, improve monetization of commercial online content, monetization of copyright content, provide advertisements message to targeted users.

Technical problem

Due to advertisement on-line saturation it is hard to ensure sufficient visibility of an advertisement message. Users usually do not notice classical advertisements appearing as banners or videos. This is proven by the fact that these types of advertisements are shown many times, but are engaged rarely or even do not engage at all. The weakness of this approach is that advertisers do not get desired brand or advertisement message recall which in turn decreases the price of this type of advertising. Moreover, content owners are forced to increase quantity to achieve the same revenue.

Above mentioned invisibility causes problems to individuals and companies who would like to advertise their product or service; it is also causing problems to advertising providers. A major problem with advertising is also how to include the right targeted users or potential customers to who adverts are for.

Another problem is selling on-line content in the form of web articles, graphic and video content, or any other content accessible on-line, including mobile or tablet applications. Publishers of websites and mobile or tablet applications are faced with problem of how to monetize their content since users are not prepared to provide additional money to access the content, so they retrieve from the content and try to find the relevant information elsewhere.

State of the art

Most on-line advertising, including web, mobile and tablet applications is done by banners and video ads. The closest to invention solution are from technical view so called CAPTCHA systems, where a user is required to retype text, usually consisting of combination of letters and numbers. Text is shown as an image and obfuscated in such a way that the computer is unable to read it, which ensures that there is a human who will have to solve the text recognition problem.

Content monetization which are carried out on web, mobile and tablet applications are done through classical adverts such as banners and video ads. Many times monetization of access to desired content is done by payment via telephone or mobile phone. The user is given a password to gain access to content, the cost is charged to the user's telephone bill. Certain content is also charged by means of monthly subscription.

Description of new solution

The subject of invention is method and process for increasing recall of the advertisement message and a monetization solution for on-line content.

The invention method and process provides solution to the following technical problems:

- increased recall of an advertisement message by a user or viewer of the advertisement;

- delivery of advertisement messages to a specific target group or potential customers; and

- monetization of access to on-line content and content of mobile and tablet applications.

Most on-line advertising providers are currently offering advertising on web, mobile and tablet applications with banners and video ads. The closest to invention solution are from technical view so called CAPTCHA systems, where a user is required to retype text, usually consisting of combination of letters and numbers.

In this disclosure, the term "users" is used to describe web users, mobile device and tablet users or any other users, who access the digital content on-line. When a digital online content is found by a digital user, an advertisement block is presented to the user. In order to fully display and be granted access to the digital content, the user must review the advertisement block, notice highlighted words within an advertisement message and re-type the highlighted words in an input box. Upon receipt of the correct re-typed words, the user is then granted access to the desired digital content. The advertisement block typically contains a short message of an advertiser.

The disclosed method and system are generally used in conjunction with an input/output device which controls a central processing unit (e.g., a computer). An exemplary device consists of a central processing unit, a display unit (primarily display), a first input device (e.g., a keyboard or any other device capable of entering characters), memory and a second input device (primarily mouse or any other position indicating device).

Advertisers decide which content or user behaviour to target. The advertisement block consists of a placeholder for the graphic element, which may comprise for example, the advertising message or the logo of the advertiser. The graphic element in the block can be positioned as desired and can be of a custom shape and size. If the user clicks on the graphic element, in a preferred embodiment the user is then linked to the website of the advertiser. The user can then obtain further details, contact information and the like regarding the advertiser. In a preferred embodiment, the advertisement message is limited by a fixed number of characters or words, which are specified in advance.

When the user wants to access the desired content, the user must type in the visually distinct text, which is part of a short advertisement message, into an input box. The text that is to be typed in is chosen by the advertiser; and the advertiser will typically select words that carefully connect the digital content with the content of the advertisement. The portion of the advertisement text that needs to be typed in is visually distinct from the rest of the text. To offset the selected portion from the remainder of the advertisement text, the portion can be written with a bold font, marked by blinking, by colouring the background, by underlining or by any other means of distinction from the rest of the text.

By typing in the visually distinct text and confirming the intent to access the digital content for example via web content, mobile or tablet applications, the digital user is granted access to the desired authored content. The desired authored content can include any type of content including, but not limited to, web content, mobile or tablet applications and IPTV. In this way, the digital user is granted free access to the content, for which, in turn, the advertisement message of the advertiser is read.

The owner of the content is charging the access to the digital content to the advertiser and the advertiser in turn has the digital user reading his advertisement which is semantically connected to the desired content. The content of the advertisement is or can be themed by the paid digital content that hosts the advertisement. The advertiser can follow the number of users that have read the advertisement and subsequently analyze the effectiveness of the campaign. This way it is also possible to bill the advertiser based on the number of read and typed in advertising blocks.

The invention can be also used by the owner of the digital content and the advertiser in a way that the owner of the content, which has its content published in another form, e.g. printed content, can now additionally offer advertising services on the web or mobile and tablet applications.

The user also has the option to send the advertisement block or the short advertisement message to a chosen list of friends, to which the advertisement message could be of interest, or to share the advertisement block with a desired group of people via various digital social networks.

The advertisement block also features a button to access more information about the content of advertisement. This content appears as an additional pop-up window and enables the advertiser to provide additional content while the service provider has more options to further analyze the behaviour and activities of the digital user in this window. With this means the digital user stays on the site of the content owner.

The advertisement block can also feature a button to provide help to the digital users.

The invention is more specifically explained below with description of exemplary embodiment and attached picture, where drawing is a part of present patent application. Figures on drawing are shown as follows:

Figure 1 shows an exemplary embodiment of the advertising block 1. The advertising block preferably comprises a graphic element 2, a short advertisement message 3, a visually distinct text 4, a button to access more information about the content of the advertisement 5, a button to share or send the advertisement message 6, a button for help 7, a field to type in the visually distinct text 8 and a button to confirm access to the web content 9.

Exemplary embodiment

In an exemplary embodiment, the user accessing a desired digital content online or by means of mobile or table applications is shown an advertisement block 1 as schematically shown in Figure 1. To access the full article, the user must follow the directions in the advertisement block 1. The digital user has to read the short advertisement message 3, type-in the visually distinct text 4 into the input box or other field 8 that is for this purpose and press the button 9 to confirm and gain access the digital content. The advertising block contains a short advertisement of the advertiser. In the example of Figure 1, there are 140 characters available for a brief promotional message of the advertiser 3.

The digital user cannot access the digital content without first seeing and/or engaging with the short advertisement message 3 and the graphic element 2 which features an image and/or logo and/or short message of the advertiser. If the user clicks the graphic element, the user is linked to the website of the advertiser, where the interested digital user can get information and contact data about the advertiser. In the example of Figure 1 , the visually distinct text 4 is shown with a bold font, showing that you need to type-in two advertiser chosen words into the field 8 for typing in words.

By typing in the bold text and pressing the button 9 to confirm access to the digital content, the user is granted access to the desired digital content. In this way, the user is authorised a free access to the digital content, but in turn reads and engages with the advertisement message.

The user also has the option to send the advertisement block or the short advertisement message, by clicking the share button 6, to a chosen list of friends, to which the advertisement message could be of interest, or to share the advertisement block with a desired group of people via various digital social networks.

The advertisement block 1 can also feature a button 5 to get more information about the content of the advertisement.

The advertisement block 1 has a button 7 for providing help to the digital users which brings up instructions or connects the user with a help desk.

It is understood that the described solution can also be made in different design versions but not changing the substance of the invention.

Claims

PATENT CLAIMS

1. A process for increasing recall of the advertisement message and a monetization solution for on-line content characterised in that the user when finding the content of electronic displays is shown an advertisement block with a short promotional message of the advertiser, which the user must notice, then type in and verify to be eligible to access to the desired content in electronic form, namely by means of input of the visually distinct text containing the promotional message into a relevant input box.

2. The process according to claim 1, characterised in that the selected portion of the advertisement block is visually distinct from the rest of the message.

3. The process according to any claims 1 to 2, characterised in that the user types in a visually distinct portion of the text into a relevant box.

4. The process according to any claims 1 to 3, characterised in that the selected portion is chosen by the advertiser.

5. The process according to any claims 1 to 4, characterised in that the selected portion is marked by a bold font.

6. The process according to any claims 1 to 5, characterised in that the user reads the advertisement message of the adviser and types in the marked message in order to be eligible to access the desired content.

7. The process according to any claims 1 to 6, characterised in that the content of the short advertisement message is semantically connected to the paid digital content.

8. The process according to any claims 1 to 7, characterised in that the advertiser follows the number of users who have read the advertisement and subsequently analyzes the effectiveness of the campaign.

9. The process according to any claims 1 to 8, characterised in that the advertisement block has a graphic element, which is a placeholder for an image, logo or advertising message from the advertiser.

10. The process according to any claims 1 to 9, characterised in that by pressing the graphic element, the user is linked to the website of the advertiser, where the interested digital user can get contact data about the advertiser.

1 1. The process according to any claims 1 to 10, characterised in that the length of the short advertisement message is limited by a fixed number of characters of words.

12. The process according to any claims 1 to 1 1, characterised in that the user also has the option to send the advertisement block or the short advertisement message to a chosen list of friends, to which the advertisement message could be of interest, or to share the advertisement block with a desired group of people via various digital social networks.

13. The process according to any claims 1 to 11, characterised in that by pressing the button for more information an additional pop-up window appears which enables the advertiser to provide additional content while the service provider has more options to further analyze activities of the digital user in this window.

14. The process according to any claims 1 to 11, characterised in that the advertisement block features a help button for the users.

15. The method for increasing recall of the advertisement message and a monetization solution for on-line content, characterised in that the user in order to be eligible to access to the desired content in electronic form must observe the shown advertisement block with a short message of the adviser, then type in and verify it.

16. The method according to claim 15, characterised in that the portion of a short advertisement message of the advised is marked in a way that it is visually distinct from the rest of the text.

17. The method according to any claims 15 to 16, characterised in that the visually distinct text is typed into an input box.

18. The method according to any claims 15 to 17, characterised in that by clicking the graphic element, the user is linked to the website of the advertiser, where the interested digital user can get contact data about the advertiser.