Patent Publication Number: US-2012030010-A1

Title: Social impact on advertising

Description:
BACKGROUND 
     Social factors greatly influence the effectiveness and performance of advertising, including online advertising. A person naturally pays attention to, and the person&#39;s behavior can be affected by, the comments, opinions, recommendations and other communications of other people, and often particularly for those in a person&#39;s social network, which can include family, friends and peers, for example. 
     There is a need for techniques for recognition, application, or use of the effect of social activity or communications in connection with advertising. 
     SUMMARY 
     Some embodiments of the invention provide systems and methods relating to social and communications impact relating to advertising. In some embodiments, techniques are provided that include tracking information relating to an online advertisement served to a user, communications between the user and one or more other users in the user&#39;s social network relating to the advertisement or a subject of the advertisement, and online or offline behavior of the other users in connection with one or more objectives of the online advertisement. The tracked information is used in assessing the impact of the advertising on the other users, which assessment can be used in advertisement campaign optimization. In some embodiments, performing the assessment includes building and use of a social impact tree, and a machine learning technique may be used in building the social impact tree. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         FIG. 1  is a distributed computer system according to one embodiment of the invention; 
         FIG. 2  is a flow diagram illustrating a method according to one embodiment of the invention; 
         FIG. 3  is a flow diagram illustrating a method according to one embodiment of the invention; 
         FIG. 4  is a block diagram illustrating one embodiment of the invention; and 
         FIG. 5  is a block diagram illustrating one embodiment of the invention. 
     
    
    
     While the invention is described with reference to the above drawings, the drawings are intended to be illustrative, and the invention contemplates other embodiments within the spirit of the invention. 
     DETAILED DESCRIPTION 
       FIG. 1  is a distributed computer system  100  according to one embodiment of the invention. The system  100  includes user computers  104 , advertiser computers  106  and server computers  108 , all coupled or able to be coupled to the Internet  102 . Although the Internet  102  is depicted, the invention contemplates other embodiments in which the Internet is not included, as well as embodiments in which other networks are included in addition to the Internet, including one more wireless networks, WANs, LANs, telephone, cell phone, or other data networks, etc. The invention further contemplates embodiments in which user computers or other computers may be or include wireless, portable, or handheld devices such as cell phones, PDAs, etc. 
     Each of the one or more computers  104 ,  106 ,  108  may be distributed, and can include various hardware, software, applications, algorithms, programs and tools. Depicted computers may also include a hard drive, monitor, keyboard, pointing or selecting device, etc. The computers may operate using an operating system such as Windows by Microsoft, etc. Each computer may include a central processing unit (CPU), data storage device, and various amounts of memory including RAM and ROM. Depicted computers may also include various programming, applications, algorithms and software to enable searching, search results, and advertising, such as graphical or banner advertising as well as keyword searching and advertising in a sponsored search context. Many types of advertisements are contemplated, including textual advertisements, rich advertisements, video advertisements, etc. 
     As depicted, each of the server computers  108  includes one or more CPUs  110  and a data storage device  112 . The data storage device  112  includes a database  116  and a Social and Communications Impact on Advertising Program  114 . 
     The Program  114  is intended to broadly include all programming, applications, algorithms, software and other and tools necessary to implement or facilitate methods and systems according to embodiments of the invention. The elements of the Program  114  may exist on a single server computer or be distributed among multiple computers or devices. 
       FIG. 2  is a flow diagram illustrating a method  200  according to one embodiment of the invention. At step  202 , using one or more computers, a first set of information is obtained, including information relating to an online advertisement, information relating to serving of the online advertisement to a first user, information relating to a social network including multiple us s and the first user, information relating to communication of information relating to the online advertisement or a subject of the online advertisement from the first user to a second user, the second user being among the multiple users, and information relating to behavior of the second user relative to at least one objective of the online advertisement. Objectives of advertisements can broadly include any of various types of objectives. For example, objectives can include any of various desirable outcomes with regard to users, or causing or leading to such outcomes. For example, objectives could include causing desirable user conduct, behavior or action, whether offline or online, such as a click, conversion, purchase, registration, action indicated interest, etc. Objectives of advertisements could also include causing positive perception or emotion associated with the advertisement itself, or a subject of the advertisement, such as a brand or product, for example. 
     At step  204 , using one or more computers, based at least in part on the first set of information, an assessment is performed of an impact of the communication on the behavior of the second user relative to the at least one objective of the online advertisement to determine an assessed impact. 
     At step  206 , using one or more computers, a second set of information is stored, relating to the assessed impact. 
       FIG. 3  is a flow diagram illustrating a method  300  according to one embodiment of the invention. Step  302  is similar to step  202  of the method  200  depicted in  FIG. 2 . 
     At step  304 , using one or more computers, based at least in part on the first set of information, an assessment is performed of an impact of the communication on the behavior of the second user relative to the at least one objective of the online advertisement to determine an assessed impact, in which performing the assessment comprises utilizing a social impact tree. 
     At step  306 , using one or more computers, a second set of information is stored, relating to the assessed impact. 
     At step  308 , using one or more computers, the assessed impact is utilized in optimization of an online advertising campaign. 
       FIG. 4  is a block diagram  400  illustrating one embodiment of the invention.  FIG. 402  represents a first user who is part of a social network  404 . Information about the first user and the social network  404 , which can include information about the individuals in the social network, relationships between individuals, distances between individuals, modes of communication between individuals, and other information, is stored in a database  412 . 
     Block  414  represents an online advertisement served to the user  402 . Information about the advertisement, such as the type of advertisement, format, text, graphics, etc., as well as information regarding the subject(u)and objective(s) of the advertisement, is stored in a database  412 . Also, information regarding serving of the advertisement and the resulting impression, such as the time of serving, manner of serving, context, etc., is stored in the database  412 . 
     Broken arrow  424  represents communication of information regarding the advertisement or a subject of the advertisement from the first user  402  to a second user  408  in the social network  404 , such as a family member or a friend of the first user  402 . Information regarding the communication, such as the nature of the communication, the mode of communication, the subject of the communications, circumstances surrounding the communication, whether the communication was positive or negative and to what degree, the time of the conversion, and other information, is stored in the database  412 . 
     Information may be tracked relating to behavior of the second user  408  relative to one or more objectives of the advertisement, such as online behavior that could include Web page visits, clicks, conversions, purchases, etc., or offline behavior such as store visits, etc. Information regarding this tracked behavior is stored in the database  412 . 
     Broken arrow  426  represents a further communication of information regarding the advertisement or a subject of the advertisement from the second user  408  to a third user  410  in the social network  404 . Information regarding this communication, as well, is stored in the database  412 . 
     Block  416  represents tracking of information relating to behavior of the third user  410  relative to one or more objectives of the advertisement, such as online behavior that could include Web page visits, clicks, conversions, purchases, etc., or offline behavior such as store visits, etc. Information regarding this tracked behavior is stored in the database  412 . 
     It is noted that some embodiments of the invention contemplate scenarios only involving the first user  402  and the second user  408 . However, the more complex scenario including the third user  410  is depicted as well, to show additional possibilities. 
     Block  420  represents social impact assessment, based on information including information communicated from the database  412 . More particularly, block  420  represents assessment of behavior of the second user  408 , or the third user  410 , or both, relative to one or more objectives of the advertisement. 
     The assessment can include assessing the impact of the communications on the effectiveness of the advertisement, such as impact in connection with the behavior of the second user  408  in view of the communication  424  from the first user  402 . 
     Block  422  represents use of the assessment in one or more aspects of advertising campaign optimization, such as advertisement targeting, advertisement serving, advertisement pricing or buying, etc. For example, analysis of the effect of the communications  424 ,  426  on the effectiveness of the advertisement relative to the behavior of the second user  408  or third user  410  can provide information regarding the value of the advertisement, the value of impressions including the advertisement in various serving scenarios, the best ways to target the advertisement to users given anticipated behavior of users hearing about the advertisement or a subject of the advertisement from other users, etc. 
     This type of information and assessment information can also be used in aggregate with such information for many advertisements, scenarios, etc. For example, in some embodiments, aggregated assessment information can be used in combination with machine learning models or techniques, and used to build a social impact tree, which can indicate, or be used to assess or predict, effects of communications regarding advertisements through individuals, represented as nodes in the tree, with regard to behavior of users who hear about advertisements or subjects of advertisements through one or more other users, etc. This information, in turn, can be used in advertising campaign optimization, for example. 
       FIG. 5  is a block diagram  500  illustrating one embodiment of the invention. At block  504 , one or more machine learning-based models or techniques are used in building a social impact tree  506 , as discussed with regard to  FIG. 4 . Block  506  is a simplified, conceptual representation of a social impact tree, for illustrative purposes. As depicted, the social impact tree  506  may include links between users in a social network (only some links are depicted). 
     In some embodiments, a social impact tree  506  can include weighted links between users. The weighting may, for example, indicate the strength of a particular link, for purposes of assessing impact of communications according to the link on advertising. The weight of the link could indicate, for example, the strength or effectiveness of the link in terms of its impact on advertising. In some embodiments, factors taken into consideration in determining weighting could include proximity of the two users, mode of communication, etc. Various algorithms or functions could be used in utilizing the social impact tree  506 , including its links, in assessing an impact on communications between users as relates to behavior of a user, who has received communications relating to the advertisement or a subject of the advertisement, with regard to one or more objectives of an advertisement. Use of the social impact tree  506  in impact assessment such as this is represented by block  508 , and information regarding the determined assessment could be stored in a database  512 , and could be used in various aspects of advertisement campaign optimization, for example. For example, advertising could be favored to users with higher weight to other users, or particular other users, etc. 
     Some embodiments of the invention provide methods and systems to measure and utilize social, or “word-of-mouth” (broadly including more than just oral communications) impact on advertising and fulfillment of advertising objectives, such as brand engagement, purchases, return on investment on advertising spend, increased advertisement performance, etc. For example, if a person who views an advertisement mentions the advertisement or associated product, service or brand to a family member or friend, especially in a positive light, this may influence the family member or friend to go to Web page about the product or purchase the product, for example. 
     Some embodiments recognize and address the fact that it is difficult to measure such things as deeply or positively an advertisement is etched into a viewers mind so that the viewer influences others in his social network regarding the advertisement or a subject of the advertisement, how long the viewer will retain and be likely communicate information about the advertisement, etc. 
     Some embodiments of the invention utilize controlled experimentation. As just one of many possible example or arrangements, multiple sets of similarly or identically targeted users can be identified, with similar or identical network structures, such as if each set includes only family members, etc. For each of a first group, or experimental group, of sets, a particular advertisement is shown to a particular user in the set, called the main user, but not other users in the set. For each of a second group, or control group, of sets, the particular advertisement is purposely not shown to a particular user, or main user, or the other users in the set. Tracking behavior over time of the users, other than the main users, in each of the experimental and control group (as well as other associated information and details) and then comparing the two, can facilitate assessment of the social or communications impact on advertising. Furthermore, machine learning can be used along with experimental results in developing social impact trees for networks for which experimental information is not available. 
     In some embodiments, in a controlled experiment, a first user could be contacted to obtain, from the first user, information regarding who the user communicated with about the advertisement, the nature of the communication, etc. Furthermore, in some embodiments, in a controlled experiment, a second user, who has been communicated with by a first user regarding an advertisement, could be contacted to obtain, from the second user, information regarding the nature of the communication, etc. 
     Furthermore, in some embodiments, both online and offline behavior is tracked. For example, offline store visits, purchases, or other offline actions can be tracked, as well as online Web site visits, clicks, conversions, communications with the advertiser such as chats or calls, store visits including inquiries about the product, other actions, etc. 
     Furthermore, in some embodiments, scores can be assigned to main users. The scores can indicate how effective a particular user is in influencing other users. Users with higher scores could be preferred as targets of advertising, etc. 
     Controlled experimentation can also be used in analyzing factors such as how much time must pass before an advertisement has the most effect in terms of social impact (such as how much the user will effectively communicate to other uses about the advertisement, etc.), how many times the advertisement must be shown to a user to have the greatest social impact effect, etc. This information could be used in advertising campaign optimization, such as in determining an optimal timing and number of impressions to show a user to obtain the greatest social impact, etc. Still further, such information can be determined for different modes of communication, such as phone, instant messaging, etc., to determine the differences between them. 
     Various refinements and degrees of granularity are possible with controlled experimentation. For example, subgroups can be created for different categories of main users, such as, for example, by profession, demographics, or other targeting categories. Social impact can be assessed for each group to determine differences between them in this regard. 
     Various techniques can be used in exploring and determining social networks and social graphing. For example, connected persons could be determining using information from social networking or similar sites, such as Linkedin, Facebook or Twitter. Furthermore, email and other electronic message exchange information could be utilized, including tracking number, frequency and nature of messaging in determining relationships or degree of connection, etc. Also, phone call information could be utilized, including Internet calls, land line calls and mobile calls. Still further, conditional relations could be determined. For example, if a user posts advertisement elated information to a public blogging site, then followers of the blog could be added to a social graph as a conditional relation, and such links could be added dynamically. 
     As mentioned, mode of communication is considered in embodiments of the invention, including in building and utilizing social impact trees in impact assessment. For example, the effect or impact of physical or geographic distance could be determined, including how the mode of communication, such as phone, email, chat, blog, etc., is influenced by the distance. 
     As mentioned, techniques according to embodiments of the invention can be used in any of various aspects of advertising optimization and advertising campaign optimization, and could also be used by other parties, such as in online advertising or auction-based online advertising marketplace facilitators, in optimizing aspects of the marketplace. This can include optimization with regard to targeting, serving, bidding, pricing, etc. As a further example, information obtained from embodiments of the invention can be used in optimization aspects relating to timing and frequency of advertising, such as in determining frequency minimums or caps per user, or length of intervals between impressions, etc. For example, suppose that a user accepts an invite to play a video game at a certain time. It may be predicted that the user is most likely to influence his or her friends a certain amount of time later, such as two to three hours later, when the user may be likely to be playing the game with his or her friends. This may present an optimal window for targeting, considering social impact. 
     Furthermore, some embodiments include targeting certain individuals primarily to influence behavior of other individuals. For example, a parent may typically make purchases, but the son or daughter may be most impressed by a video game advertisement. The son or daughter may be targeted, give that he or she may socially influence his or her parent to purchase a video game, for instance. 
     Still further, in some embodiments, searching and search queries can be analyzed and utilized. For example, a search for a video game may present an opportunity to target the searcher, even if the objective or partial objective is to cause the searcher to socially influence another person to make a purchase. A social impact tree, for example, can be used in this and other regards. 
     Some embodiments of the invention can be used in combination with advertisements that include social elements. For example, in some embodiments, advertisements are utilized that include review, comment, or purchase-related information, whether online or offline. For example, such information from a first user can be added to or incorporated in or as an advertisement served to a second user in a social network of the first user. The added information may induce the second user to behave in a desired way, such as by making an online or offline purchase, for example. In some embodiments, such online or offline behavior is tracked, and benefit is provided to the first user for providing or agreeing to use of the review, comment, or purchase information, for example. Some embodiments include use of, or are used with, such advertisements and arrangements. For example, social graph and social impact tree information can be used in optimizing such advertising, including targeting, users to link, etc. Furthermore, online and offline tracking, such as of purchases, conversions, etc., can be used in, for example, assessing benefit due to the first user, as well as in various other ways, such as feedback to refine a social impact tree, etc. Embodiments of the invention contemplate such combinations and complementary use of various determined and tracked information. 
     While the invention is described with reference to the above drawings, the drawings are intended to be illustrative, and the invention contemplates other embodiments within the spirit of the invention.