Advertisement Microsite Generation for Mobile Bandwidth Reduction
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Solution Overview
Problem
Online advertisements often require users to download extensive landing pages, which can be time-consuming, especially on mobile devices with slower data transmission rates, leading to user frustration and decreased engagement.
Innovation Solution
The creation of advertisement microsites that can be displayed upon selection, featuring additional information extracted from landing pages, allowing users to review content before deciding to download the full landing page, along with annotations such as phone numbers, pricing, and product reviews, which can be automatically generated using an advertisement module.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If a full landing page is downloaded to provide complete advertisement information, then information completeness is improved, but download time increases
Solution Approach 1:
The landing page content is segmented into two parts: essential information (annotations) that is extracted and displayed immediately with the advertisement, and remaining content that is downloaded only if the user chooses to view the full landing page. This segmentation resolves the contradiction by providing critical information without requiring a complete download.
Solution Approach 2:
Annotations are extracted and prepared in advance before the user interacts with the advertisement. When the user selects the advertisement, the pre-extracted annotations are immediately displayed, eliminating the need to wait for the full landing page to download. This preliminary action provides information completeness without the time penalty.
2Ease of operation
If a microsite with extracted information is displayed instead of the full landing page, then user engagement is improved, but information detail is reduced
Solution Approach 1:
The microsite displays a partial view of the landing page content - specifically the most relevant annotations extracted from the full page. This partial action is sufficient to engage users and provide decision-making information without requiring the complete detailed content, thus improving engagement while accepting reduced information detail.
Solution Approach 2:
The microsite acts as an intermediary between the advertisement and the full landing page. It provides a middle ground that delivers essential information in an accessible format, enabling users to engage with the content meaningfully before committing to viewing the complete detailed landing page.
Data Source
AI summary
An advertisement distribution system can generate advertisement creatives having annotations and advertisement microsites using content extracted from landing web page documents. An advertisement module of the advertisement distribution system can analyze landing pages and other documents to identify relevant information, such as a phone number for a click-to-call annotation, an address for a merchant, and additional product information. The advertisement module can automatically generate the advertisement creatives and/or microsites using the extracted content. The microsite can include less data intensive content than the landing page and be linked to the advertisement creative. In this way, the less data intensive microsite can be downloaded and displayed in response to a user selecting the advertisement creative rather than downloading the landing page. This supports quicker advertisement browsing and is especially useful for serving advertisements on wireless devices having slower download speeds.