Dynamic Ad System with Engagement Measurement
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Traditional Internet advertising models, such as pay per impression (PPI) and pay per click (PPC), are ineffective in measuring the engagement and effectiveness of advertisements, especially for advertisers aiming to build brand awareness, as users become desensitized to banner ads, and publishers lack the ability to dynamically size and structure advertisements to fit various formats while maintaining quality.
Innovation Solution
A computer-based system that dynamically sizes and structures advertisements with interaction prompts and engagement properties, allowing advertisers to pay based on user engagement, such as mouse overs, clicks, or other interactions, enabling more objective measurement of ad effectiveness and accountability.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If traditional pay per impression (PPI) advertising is used, then advertisers can pay for ad displays, but the effectiveness and user engagement cannot be objectively measured
Solution Approach 1:
The patent implements feedback mechanisms by tracking user interactions with advertisements (clicks, views, engagement metrics) and using this data to objectively measure ad effectiveness. The system provides real-time feedback to advertisers about user engagement levels, enabling them to assess campaign performance beyond simple impression counts.
Solution Approach 2:
The advertising system transitions from static impression-based metrics to dynamic engagement-based measurement. The system continuously monitors and adjusts measurements based on real-time user interactions, allowing ad effectiveness to be measured as a dynamic process rather than a static count, improving both precision and reliability.
2Productivity
If users are exposed to traditional banner advertisements, then advertisers can display ads, but users become desensitized and engagement decreases
Solution Approach 1:
The system makes advertisements dynamic by allowing users to interact with and expand ad content based on their interest. Ads transition from static banners to interactive experiences that adapt to user behavior, maintaining engagement by letting users control the depth of interaction rather than forcing uniform exposure on all users.
Solution Approach 2:
The advertising system segments users based on their interaction preferences and behaviors. Instead of treating all users the same with uniform banner exposure, the system divides the audience into segments that engage differently with ads, allowing tailored presentation strategies that prevent desensitization by matching ad delivery to user characteristics.
3Measurement precision
If advertisers use pay per click (PPC) model, then they can measure some user action, but it doesn't capture full engagement and brand awareness effectiveness
Solution Approach 1:
The patent creates a universal measurement framework that functions across multiple advertising objectives. The engagement measurement system serves multiple purposes: tracking clicks for PPC, measuring view duration for brand awareness, assessing interaction depth for engagement campaigns, and providing data for optimization across all ad types, making the measurement system versatile enough to handle diverse advertising goals.
Solution Approach 2:
The measurement system combines multiple measurement dimensions into a composite engagement metric. Rather than relying on a single metric like clicks, the system integrates various interaction signals (clicks, views, time spent, interactions) into a composite measure of engagement that captures both direct response and brand awareness effectiveness simultaneously.
4Ease of manufacture
If advertisement content is created for specific pre-defined sizes, then it fits standard ad units, but it cannot adapt to different advertisement units and available space
Solution Approach 1:
The advertising system implements dynamic ad units that can resize and reconfigure based on available space and user interaction. Instead of static ads fixed at creation time, the system allows ad content to dynamically adapt its dimensions and layout, enabling the same ad content to effectively fill various ad unit sizes from small banners to large interstitial spaces.
Solution Approach 2:
The ad content is designed with universal compatibility in mind, using standardized structures that can function across multiple ad unit types and sizes. The system creates multi-functional ad content that can be displayed in various formats (expanded, collapsed, interstitial, banner) without requiring separate versions, achieving versatility while maintaining ease of content creation through a single source approach.
Data Source
AI summary
The present invention is directed to a full-page video interstitial advertisement. The interstitial advertisement offers advertisers a high quality, full screen video distribution opportunity for a set period of time, such as a 15 second spot, however the duration of the video may vary depending on the content of the video or the configuration of the webpage. A session manager controls the exposure of the interstitial advertisement to the user, to prevent the user from experiencing too frequent interstitial advertisements during a web session. The interstitial advertisement includes a fuse for displaying the playing progress of the video. The use of sound is preferred as part of the interstitial advertisement since it is important for the delivery of the media value of the advertisement. The interstitial advertisement spans the entire web browser screen, overlaid on top of the current web page using a transparency layer.