Dynamic Interaction Mapping for Online Advertising Heatmaps
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Analyzing interactions with dynamic display ads is challenging due to their changing shape and functions, making it difficult to determine how consumers engage with them, as traditional metrics only track clickthroughs and fail to capture other forms of interaction.
Innovation Solution
A method and system for dynamic interaction mapping that receives and correlates metric information from user computers across the Internet, formulating a graphic overlay or heatmap based on playback time and interaction position, allowing for customizable display options such as transparency, interaction selection, and color choices to present evolving overlays.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If traditional metrics are used to track only clickthroughs, then the measurement is simple, but the analysis of consumer interaction is incomplete
Solution Approach 1:
The system segments interaction data into multiple types (clicks, rollovers, pauses, etc.) and tracks each separately, then combines them in the heatmap visualization to provide comprehensive interaction analysis without overwhelming complexity
Solution Approach 2:
The patent introduces an intermediary visualization layer (the heatmap overlay) that mediates between raw interaction data and analyst understanding, transforming complex interaction metrics into an intuitive visual format that reveals consumer behavior patterns
2Adaptability or versatility
If dynamic display ads change shape and function over time, then the ad engagement is richer, but the analysis of interaction becomes difficult
Solution Approach 1:
The system dynamically updates the heatmap visualization to match the changing shape and function of the display ad over time, allowing analysts to measure interactions accurately even as the ad format evolves and transforms
Solution Approach 2:
The patent adds a temporal dimension to the interaction measurement by overlaying interaction data across different time points, transforming the difficult 2D ad analysis into a multi-dimensional visualization that captures evolution over time
3Ease of operation
If buttons and panels move over time in dynamic ads, then the ad interaction is more engaging, but the tracking of interaction position becomes complex
Solution Approach 1:
The system tracks changes in position parameters of interactive elements over time and updates the heatmap accordingly, maintaining measurement precision even as buttons and panels move to different locations during ad playback
Data Source
AI summary
A method and system for dynamic interaction mapping for online advertizing is disclosed in one embodiment. Metric information relating to interaction with a creative is received from a number of user computer from across the Internet. The metric information is correlated to playback time of the creative and position of interaction with respect to the creative. A graphic overlay or heatmap is formulated according to display options, event triggers, playback time and position of the interaction relative to the creative. The graphic overlay is presented in a way that the graphic overlay changes according to playback time. Display options include creative transparency, graphic overlay transparency, selection from a number of interactions and/or events, selection of one or more panels, choosing clicks and/or rollovers, choice of different colors or shading for different interaction, etc.