Performance-Based Advertisements via Real-Time Call Tracking

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Solution Overview

Problem

Traditional performance-based advertising models, such as paid inclusion and paid placement, require advertisers to have a web presence, which excludes those without a web page or ineffective web pages, limiting their ability to participate in these advertising programs.

Innovation Solution

A method and apparatus that allow advertisers without a web presence to participate in performance-based advertising by using a unique telephone number for real-time communication connections, where the advertisement fee is charged based on actions resulting from these connections, utilizing Voice Over Internet Protocol (VoIP) technology and a connection server on a packet switched network.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Adaptability or versatility

If traditional performance-based advertising models (paid inclusion and paid placement) are used, then advertisers with effective web pages can achieve measurable advertising results, but advertisers without a web presence are excluded from participating

Engineering Contradiction:

Improveparticipation capabilityVSAvoidweb presence requirement

Core Design Contradiction:

Adaptability or versatilityVSDevice complexity

Solution Approach 1:

The patent introduces a telephone number as an intermediary element that mediates between advertisers without web presence and the advertising system. Instead of requiring direct web page interaction, the system uses telephone numbers as a bridge - advertisers provide phone numbers, the system generates advertisements containing these numbers, and performance is measured by call tracking. This intermediary approach allows participation without requiring web pages, directly resolving the contradiction between adaptability and web presence requirements.

Inventive Principle:

Principle #24Intermediary (Mediator)

Solution Approach 2:

The patent inverts the traditional advertising interaction model. Instead of requiring users to click on web-based advertisements to measure performance, the system inverts the measurement mechanism to track telephone calls. The advertisement medium shifts from web pages to telephone communications, allowing performance measurement through call tracking rather than web clicks. This inversion enables advertisers without web presence to participate by using telephone-based interaction and measurement.

Inventive Principle:

Principle #13The other way round (Inversion)

2Measurement precision

If web-based advertising connections are required, then performance can be measured through clicks and visits, but advertisers without effective web pages cannot participate

Engineering Contradiction:

Improveperformance measurementVSAvoidadvertiser inclusion

Core Design Contradiction:

Measurement precisionVSAdaptability or versatility

Solution Approach 1:

The patent uses telephone numbers and call tracking systems as intermediaries to enable performance measurement without web pages. The system assigns unique telephone numbers to advertisers, incorporates these numbers in advertisements, and tracks calls to measure performance. This intermediary measurement approach maintains precision (through call tracking) while expanding inclusion (to non-web advertisers).

Inventive Principle:

Principle #24Intermediary (Mediator)

Solution Approach 2:

The patent substitutes the web-based click tracking mechanism with a telephone-based call tracking mechanism. Instead of measuring performance through web page clicks and visits, the system measures performance through telephone call tracking. This substitution replaces the mechanical web interaction system with a telephone communication system, enabling advertisers without web presence to participate while maintaining measurable performance data.

Inventive Principle:

Principle #28Mechanics substitution (Replace mechanical system)

3Ease of operation

If advertisers must have web pages to participate in performance-based advertising, then web-based performance tracking is possible, but real-time communication connections are limited

Engineering Contradiction:

Improveadvertising participationVSAvoidreal-time communication

Core Design Contradiction:

Ease of operationVSSpeed

Solution Approach 1:

The patent replaces the web-based interaction mechanism with a telephone-based communication mechanism. Instead of requiring web pages and web-based clicks, the system uses telephone advertisements and call connections. This substitution enables both ease of operation (simpler participation without web pages) and real-time communication (immediate telephone connections), resolving the contradiction between operational ease and communication speed.

Inventive Principle:

Principle #28Mechanics substitution (Replace mechanical system)

Data Source

PatentUS9118778B2Methods and apparatuses for pay for deal advertisements

Publication Date: 2015.08.25 THRYV INC

AI summary

Methods and apparatuses for advertising where the advertisement performance is determined via tracking the deals made as a result of communication leads generated from the advertisements. One embodiment includes: providing an advertisement containing a communication reference to a customer on behalf of a party; providing a connection via the reference for real time communications between the customer and the party; and charging an advertisement fee in response to an action of a predetermined type being performed by the customer (or an agreement between the customer and the party being reached) as a result of the real time communications.