Abstract:
Embodiments of the invention seek to overcome one or more of the disadvantages described above by leveraging electronic advertisements that were developed for use in one distribution channel in another distribution channel. In addition, embodiments of the invention better integrate an electronic advertisements into electronic content. Embodiments of the invention also provide alternative methods for valuing electronic advertisements that may be better suited to present and emerging distribution channels.

Description:
[0001]    This application claims priority to and the benefit of the filing date of U.S. Provisional Patent Application No. 60/845,474, filed Sep. 18, 2006, which is herein incorporated by reference in its entirety. 
     
    
     TECHNICAL FIELD 
       [0002]    This disclosure relates generally to data processing systems and methods, and more particularly, but without limitation, to systems and methods related to advertising in electronic media. 
       BACKGROUND 
       [0003]    Electronic advertisements are typically delivered over the same communication channels that deliver electronic media content. For example, broadcast or on-demand video stream content delivered over a broadband link may include periodic advertisements within the media content in similar fashion to conventional broadcast television (TV). Furthermore, Web-based content may be displayed together with banner advertisements or hyperlinks to an advertiser&#39;s Web page or promotional message. 
         [0004]    Known systems and methods for advertising in electronic media have many disadvantages, however. For instance, the diversity of electronic media formats has increased costs associated with developing and distributing electronic advertisements. For example, an advertisement agency might develop a TV advertisement separately from a Web-based advertisement. 
         [0005]    Another disadvantage is that advertisements that are associated with electronic content may be perceived by the intended audience as intrusive and/or undesirable. Thus, a Web page recipient may not click an advertiser&#39;s hyperlink that is presented on a Web page, or may not otherwise opt-in to receive such advertisements. 
         [0006]    Moreover, the nature of electronic media has rendered some methods for valuing advertisements ineffective. For example, location and circulation, which are the primary factors in pricing advertisements in print media, may be not be adequate to valuate electronic advertisements associated with an electronic magazine. 
       SUMMARY OF THE INVENTION 
       [0007]    Embodiments of the invention seek to overcome one or more of the disadvantages described above by leveraging electronic advertisements that were developed for use in one distribution channel in another distribution channel. In addition, embodiments of the invention better integrate an electronic advertisements into electronic content. Embodiments of the invention also provide alternative methods for valuing electronic advertisements that may be better suited to present and emerging distribution channels. As a consequence of features disclosed herein, electronic advertising can be more cost-effective for advertisers, a more available source of revenue for content providers, and/or more creatively priced than by known methods. 
         [0008]    In accordance with one aspect, the present disclosure is directed toward a method for advertising in electronic media. The method includes receiving, in the electronic media development system, advertisement data associated with a first published media source and determining a target audience associated with the received advertisement data. Based on the target audience, a second published media source is selected. The method also includes receiving, in the electronic media development system, content data associated with the second published media source. Each of the advertisement data and the content data are arranged in a design environment associated with the electronic media development system, based on a predetermined format associated with the published media source. An interactive electronic media file for use on a web browser is generated. This interactive electronic media file includes a plurality of embedded features, each of the embedded features providing, when executed by a user, at least a portion of the advertisement data or the content data according to the predetermined format. 
         [0009]    An embodiment of the invention provides a method for uploading the interactive electronic media file to a network server for distribution by a publisher associated with the second published media source. Additionally, the interactive electronic media file may be uploaded to one or more distribution modules associated with the publisher, wherein the one or more distribution modules provides an interface for downloading the interactive electronic media file. The interactive electronic media file may be downloaded by one or more subscribers of the second published media source. 
         [0010]    An embodiment of the invention provides a method for determining a target audience associated with the advertisement data. The method includes analyzing a historical advertising metric associated with the first published media source. Historical advertising, as the term is used herein, may include, for example, user interaction data associated with a web advertisement, viewer ratings associated with a television advertisement, and/or data provided by survey participants in response to the advertisement data. 
         [0011]    An embodiment of the invention provides a method for arranging the advertisement data and the content data within a design environment associated with the electronic media development system. The method includes enhancing one or more of the advertisement data or the content data for display, via the web browser, on a processor-based system. This processor-based system may include any type of processor-based, web-enabled system such as, for example, a computer system, a handheld communication device, a video game console, or a processor-based display device. 
         [0012]    According to one embodiment, first and second published media sources described above may each embody one or more of print media, television media, or web media. For example, the first published media source may include television media, and the second published media source may include a magazine publication. The electronic media development system may receive a video commercial segment associated with a video telecast and receive one or more text segments corresponding to a content article associated with the magazine publication. The electronic media development system may generate the interactive electronic media file by embedding the video commercial segment within interactive electronic media file at a desired location associated with an electronic magazine publication corresponding to a print version of the magazine publication. Accordingly, the interactive electronic media file is adapted to provide the video commercial segment in response to a predetermined user action detected by the interactive electronic media file. 
         [0013]    An embodiment of the invention provides a method for selecting an particular publication in which to provide an electronic advertisement campaign. The method includes analyzing circulation data associated with a plurality of published media sources and identifying demographic data corresponding to each of the published media sources based on the analysis. The demographic data associated with each of the published media sources may then be compared with demographic data associated with the target audience. Based on the demographic data comparison, one or more published media sources for providing particular advertisement data may be selected. 
         [0014]    Embodiments of the invention also provide a processor-readable medium having stored thereon instructions for executing one or more of the aforementioned methods. 
         [0015]    The invention will now be described with respect to exemplary embodiments illustrated in the drawings and discussed in the detailed description. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS  
         [0016]      FIG. 1  is a flow diagram of an electronic publication process, according to an embodiment of the invention. 
           [0017]      FIG. 2  is a flow diagram of an electronic publication process, according to an embodiment of the invention. 
           [0018]      FIG. 3  is a flow diagram of an advertising process, according to an embodiment of the invention. 
           [0019]      FIG. 4  is a flow diagram of a graphical user interface process, according to an embodiment of the invention. 
           [0020]      FIG. 5  is an illustration of a table comparing valuation features, according to an embodiment of the invention. 
           [0021]      FIG. 6A  is a flow diagram of a valuation process, according to an embodiment of the invention. 
           [0022]      FIG. 6B  is a flow diagram of a valuation process, according to an embodiment of the invention. 
           [0023]      FIG. 6C  is a flow diagram of a valuation process, according to an embodiment of the invention. 
       
    
    
     DETAILED DESCRIPTION  
       [0024]    As used herein, content refers to media that primarily contains something of informational and/or entertainment value. For example, print content may be or include an article in a magazine or newspaper, and electronic content may be or include an article on a Web page, a movie in video stream format, or a musical recording contained in an audio file. As used herein, and advertisement refers to media that primarily contains a promotional message for goods and/or services. 
         [0025]      FIG. 1  is a flow diagram of an electronic publication process, according to an embodiment of the invention. As shown in  FIG. 1 , print content  105  may be input to conversion/enrichment process  110 . The output of conversion/enrichment process  110  is electronic content  115 . Print advertisement  120  may be input to conversion/enrichment process  125 . The output of conversion/enrichment step  125  is an electronic advertisement  130 . In step  140 , the process may combine the electronic content  115 , the electronic advertisement  130  and the TV advertisement  135  to output the electronic magazine  145 . 
         [0026]    For purposes of illustration, print content  105  could be or include one or more articles from a print version of a magazine, and print advertisement  120  could be or include a print advertisement. Conversion/enrichment steps  110  and  125  may convert print format into electronic format and may also enhance the original image, for example by adding color, audio, and/or user-interface features. A potential benefit of the process illustrated in  FIG. 1  is that expenses associated with the development of print content  105 , print advertisement  120 , and/or TV advertisement  135  are leveraged to produce the electronic magazine  145 . Such process may therefore provide more advertising revenue to the content provider and/or more advertising exposure for the advertiser. 
         [0027]    Many variations to above process are possible. For example, electronic content  115  may have been created in electronic format in the first instance, in which case the print content  105  and conversion/enrichment step  110  may not be required. Likewise, electronic advertisement  130  may have been created in electronic format in the first instance, in which case the print advertisement  120  and conversion/enrichment step  125  may not be required. In addition, the utilization of electronic advertisement  130  that is separate from the TV advertisement  135  is optional. The use of TV advertisement  135  is optional. Moreover, graphical animation, electronic audio files, or other forms of electronic content and/or electronic advertisements not shown in  FIG. 1  could be combined in publication step  140  to output the electronic magazine  145 . 
         [0028]      FIG. 2  is a flow diagram of an electronic publication process, according to an embodiment of the invention. The process is illustrated from the perspective of a publisher or other content provider. In step  205 , the process develops print magazine content. Subsequently, the process may publish a print magazine in step  210  and determine a target audience based on the print magazine content in step  215 . Then, the process advances to step  220  to sell advertising for an electronic magazine based on the target audience. The sale of advertising in step  220  relates to the receipt of compensation from an advertiser, or a promise of such compensation, in exchange for a promise by the content provider to distribute electronic advertisements together with electronic content. The advertiser could be a seller of goods or services, an agent of such seller, a non-profit entity, or a third party associated with such seller or non-profit entity. Next, in step  225 , the process receives an electronic advertisement. The electronic advertisement received in step  225  could be, for instance, a video stream originally developed for TV distribution. Also subsequent to step  220 , the process converts the print magazine content to electronic magazine content in step  230 . Finally, in step  235 , the process embeds the electronic advertisement into electronic magazine content. An embodiment for embedding the electronic advertisement into the magazine content is described with reference to  FIG. 4  below. 
         [0029]    A potential benefit of the process illustrated in  FIG. 2  is that expenses associated with the development of print content in step  205  are leveraged in conversion step  230  to produce an electronic magazine. Traditionally, development step  205  and publication step  210  are funded by reader subscriptions, newsstand sales, and advertising revenue associated with publication of the print magazine. Because of the minimal costs associated with re-purposing the print magazine content in step  230 , the electronic magazine may be fully funded by revenue generated in advertising sales step  220 . 
         [0030]    Variations to the process flow illustrated in  FIG. 2  are possible. For example, the sequence of the illustrated steps may be changed: determining step  215  could precede development step  205 , and conversion step  230  could precede sales step  220  or follow receipt step  225  according to design choice. 
         [0031]      FIG. 3  is a flow diagram of an advertising process, according to an embodiment of the invention.  FIG. 3  is illustrated from the perspective of an advertiser. The process begins by developing a TV advertisement in step  305 . Next, in step  310 , the process may run a TV advertising campaign. Also subsequent to step  305 , the process advances to step  315  to determine a target audience for the TV advertisement. Then, in step  320 , the process selects an electronic magazine based on the target audience. Finally, in step  325 , the process provides consideration to a publisher for embedding the TV advertisement in the selected electronic magazine. As used with reference to step  325 , the TV advertisement is a video stream advertisement originally developed for TV distribution. 
         [0032]    A potential benefit of the process illustrated in  FIG. 3  is that expenses associated with the development of the TV advertisement in step  305  may be leveraged by utilizing the TV advertisement in both a TV advertising campaign (step  310 ) and in an electronic magazine. Moreover, use of the TV advertisement in the electronic magazine may reach a relatively more narrow demographic target than in a TV advertising campaign, for example where the electronic magazine relates to a special interest topic and where the TV advertising campaign is associated with a program of general interest such as network TV news. 
         [0033]    Variations to the process flow illustrated in  FIG. 3  are possible. For example, the sequence of the illustrated steps may be changed: determining step  315  could precede development step  305 . 
         [0034]      FIG. 4  is a flow diagram of a graphical user interface process, according to an embodiment of the invention. The process in  FIG. 4  is illustrated from the perspective of a host system. The host system could be or include a Web server in a wired or wireless client-server network architecture. The host system may include a processor, processor-readable memory, and processor-executable code stored on the processor-readable memory for performing the steps illustrated in  FIG. 4 . The client could be or include a personal computer, Web-enabled phone, personal digital assistant, media player, or similar device, and may also include Web browser software and/or other user-interface code. A client user is a person using the client to receive electronic content and/or electronic advertisements. 
         [0035]    As shown in  FIG. 4 , the process begins in step  405  by receiving a client request for a Web page. Next, in step  410 , the process outputs a first page of content to a client in response to the request, together with a next page soft button as part of a Graphical User Interface (GUI) on the first page. Then, in step  415 , the process receives an input from the client indicating that the client has selected the next page soft button. Finally, in step  420 , the process outputs a video stream advertisement to the client in response to the client selection. 
         [0036]    Advantageously, a client user does not have to opt-in to receive the electronic advertisement. For instance, the client user is not required to click a hyperlink or otherwise select an electronic advertisement. In the illustrated embodiment, the electronic advertisement is not automatically launched upon a client user&#39;s initial request for a Web page. Instead, the electronic advertisement could be triggered by a request for a next page of the electronic magazine. 
         [0037]    In an alternative embodiment of the invention, the host outputs a second page of electronic content in step  420  in response to a client user&#39;s first selection of the next page soft button in step  415 , and outputs an electronic advertisement in response to a client user&#39;s second selection of the next page soft button. Other variations as to the frequency with which the host would respond to a next page request with an electronic advertisement are possible. 
         [0038]    In yet other embodiments of the invention, which may be used in combination with, or in the alternative to, the next page soft button, other user interaction with the electronic content may trigger the delivery of an electronic advertisement. For example, the host may deliver an electronic advertisement if a client user clicks or otherwise selects a predetermined portion of the electronic content. 
         [0039]      FIG. 5  is an illustration of a table comparing valuation features, according to an embodiment of the invention. As shown therein, features in column  505  may be compared with print media valuation as illustrated in column  510 , broadcast TV or radio valuation as illustrated in column  515 , traditional Web advertising valuation as illustrated in column  520 , and electronic magazine advertising valuation as illustrated in column  525 . The table in  FIG. 5  illustrates that typical valuation for print media is based on location and circulation as illustrated in column  510 . The valuation table illustrated in  FIG. 5  indicates that broadcast TV or radio valuation is typically based on the duration and circulation of the broadcast media, as indicated in column  515 . Traditional Web-based advertising valuations are based on user interaction, as indicated in column  520 . In a departure from traditional print, broadcast, and Web-based valuations, electronic magazine advertising valuations may be based on one or more of duration, location, circulation, and/or interaction factors, as illustrated in column  525 . 
         [0040]    As used herein, duration (or run time) refers to the length of time an advertisement is run. In the case of broadcast radio or TV, duration may be a function of the length of the advertisement, the frequency that the advertisement airs, and the number of days, weeks, or months that the advertisement runs at the specified frequency. In the case of an electronic magazine, the duration may be, for instance, the number of days, weeks, or months that the advertisement is available for Web-based delivery from a host to a client user. As used herein, location refers to positioning of the advertisement with respect to electronic content. For example, for a print magazine, an advertisement placed on the inside cover might be valued higher than an advertisement placed on page 20. Location could have similar meaning for an electronic magazine. As used herein, circulation in the print media context refers to a number of subscribers and/or newsstand and other non-subscription retails sales. Such data may be determined by Audit Bureau of Circulations (ABC) surveys. In the case of broadcast media, the valuation factor analogous to circulation is market share. TV market share may be measured via Nielsen media household surveys, and radio market share may be measured via Arbitron Company surveys. As used herein, interaction refers to user interaction with the advertisement. For example, in conventional Web-based advertising, interaction (or effectiveness) may be expressed as impressions (e.g., Web page hits), interactive clicks, or actions (such as a registration, opt-in, or sale). Such interactions may be measured by BPA Worldwide Web Site Audits. Other interactive measures are also possible. 
         [0041]    Alternative embodiments of electronic magazine valuation are described below with reference to  FIGS. 6A ,  6 B, and  6 C. 
         [0042]      FIG. 6A  is a flow diagram of a valuation process, according to an embodiment of the invention. As illustrated therein, the process begins in step  605  by receiving duration data. Next, in step  610 , the process receives location data. Then, in step  615 , the process receives circulation data. The circulation data in step  615  may be based, for example, on the measured circulation of the print magazine as a proxy for the number of people that will view the electronic magazine. Finally, in step  620 , the process outputs pricing data based on the duration data, the location data, and the circulation data.  FIG. 6A  illustrates that electronic magazines may be valued as a hybrid of print and broadcast valuation methods. 
         [0043]      FIG. 6B  is a flow diagram of a valuation process, according to an embodiment of the invention. The process begins by receiving duration data in step  625 . Next, in step  630 , the process receives location data. Then, in step  635 , the process predicts a level of user interaction (or effectiveness) based on the duration and location data. For example, step  635  may be informed by the historical measured interaction for similar advertisements having similar duration and location factors. Finally, in step  640 , the process outputs pricing based on the predicted user interaction (or effectiveness). 
         [0044]      FIG. 6C  is a flow diagram of a valuation process, according to an embodiment of the invention. The process begins in step  645  by measuring user interaction (or effectiveness). Step  645  may be accomplished, for example, by measuring interaction (or effectiveness) associated with a trial run of the electronic advertisement together with the electronic content. In step  650 , the process outputs pricing for a future duration based on measured user interaction (or effectiveness) during the trial run. 
         [0045]    In an alternative embodiment of the process illustrated in  FIG. 6C , there is no trial run, and step  645  is performed during the duration of the electronic advertising campaign. In this instance, valuation step  650  is performed subsequent to the electronic advertising campaign based solely on measured interaction (or effectiveness) during the electronic advertising campaign, and at least part of the compensation paid to the content provider would be deferred in this instance. 
         [0046]    It will be apparent to those skilled in the art that various modifications and variations can be made to the disclosed systems and methods. For instance processes described herein may be used in combinations not explicitly described. Accordingly, other embodiments will be apparent to those skilled in the art from consideration of the specification and practice of the disclosed system and methods. It is intended that the specification and examples be considered as exemplary only, with a true scope being indicated by the following claims and their equivalents.