WO2008020443A1

WO2008020443A1 - System and method for real time delivery of interactive advertising messages into mobile applications

Info

Publication number: WO2008020443A1
Application number: PCT/IL2007/001021
Authority: WO
Inventors: Ziv Elul; Offer Yehudai
Original assignee: Inner-Active Ltd.
Priority date: 2006-08-14
Filing date: 2007-08-14
Publication date: 2008-02-21

Abstract

A system including a real time advertising control server including two main sub-systems: a database sub-system and an engines sub-system. The database sub-system includes a campaign database of all available campaigns, a user database of all known users and an activity log, which collects behavioral data on users, communities, applications, etc. The system enables embedding in real time advertising messages (Ads) into a mobile application over a wireless network, whereby the advertising campaign and the next AD to be presented is selected in real time, adaptive to the on going application. The system also enables placing embedded ADs into a frame created by the application, adaptive to the frame content. The system also enables providing incentives to the user of the mobile application to continue and actively interact with the mobile application, thereby exposing the user to more ADs. The system is capable of learning the user behavioral pattern and to adapt, in real time, to comply with the user activity characteristics. The system can further group users into communities of common characteristics, thereby the system adapts, in real time, to comply with the user characteristics being member of a particular community.

Description

SYSTEM AND METHOD FOR REAL TIME DELIVERY OF INTERACTIVE ADVERTISING

MESSAGES INTO MOBILE APPLICATIONS

FIELD OF THE INVENTION

The present invention relates to systems and methods for advertising over the cellular network, and more specifically to systems and methods capable of inserting advertising messages with applications running on a mobile device, the advertising messages being sensitive to the application content.

BACKGROUND OF THE INVENTION AND PRIOR ART

Delivery of advertising messages (ADs) over a cellular network to a mobile device connected to the cellular network has been widely spread in recent years. Some ADs are in the form of banners containing advertising information being transmitted to one or more mobile devices. An example of a method and apparatus for transmitting advertising information comprising a plurality of banner ads to a mobile terminal is disclosed in US patent 6,826,614, given to Jonathan Lee Hanmann et al.

US patent application US2004078266, by Hee-Seok Kim, discloses a method of inserting advertisement data during a downloading activity to the mobile device. The advertisement data is inserted between packets of the selected contents file, which is transmitted from the server, and transmitting the download packet data and the advertisement data sequentially, and then displaying the transmitted advertisement data on a predetermined portion of the LCD window. The method is unable to adapt to the content of the application and display the advertising message on selected portion of the content of frame being sent to the LCD window. JP patent application 2004008354, by Masanori Asakura, provides a game application with embedded ADs. The game is caused to progress using the advertisement object indicated by the advertisement information stored in a database as an item in the game by a management server, whereby the user of the portable cellular phone is caused to recognize the advertisement object. In the proposed method AD messages are selected at programming time, thereby in real time, the ADs which are presented to the user cannot be controlled.

PCT application WOOl 76709, by Yew Ming Lee et al., discloses an interactive advertisement and reward system and methods on which advertisers can deliver digital interactive game coupons and integrate advertisements and rewards into games; game providers can design games to receive the advertisements and rewards; gamers/players will be rewarded in the form of a digital interactive game coupon which can be played and redeemed for product discounts, gifts, and points. Again, in the proposed system and methods, AD messages are selectively hard programmed into the application at programming time, thereby in real time; the ADs which are presented to the user cannot be controlled. Therefore there is a need to be and it would be advantageous to have a system and method to embed ADs into a mobile application, whereby the provider can select in real time which advertising campaign to run and which AD to present, adaptive to the on going activities and stages of the application.

SUMMARY OF THE INVENTION

The term "community" is used herein to refer to a group of users actively sharing rich media content between the users of the group, and having one or more common features or characteristics, for example: a community of women, a community of user that play sports games, etc. A community is preferably a group of users, whereas the ties between members of the community are formed when a member user sends links to an application inviting a new potential member of the community recommending the potential member to join a game, a video, etc. It is the intention of the present invention to provide systems and methods enabling embedding of ADs into a mobile application over a wireless network, whereby the provider can select in real time which advertising campaign to run and which AD to present, adaptive to the on going activities and stages of the application. It is also the intention of the present invention to provide system and method that enable placing embedded ADs into frames created by the application, adaptive to the frame content. An aspect of the present invention is to provide content sensitive incentives to the user of the mobile application to continue and actively interact with the mobile application, thereby exposing the user to more ADs.

An aspect of the present invention is to learn the user behavioral pattern and to adapt, in real time, to comply with the user activity characteristics. The system can further group users into communities of common characteristics, thereby the system adapts, in real time, to comply with the user characteristics being member of a particular community.

According to the teaching of the present invention there is provided a real time (RT) advertising control server including two main sub-systems: a database sub-system and an engines sub-system. The database sub-system includes a campaign database of all available campaigns, a user database of all known users and an activity log, which collects behavioral data on users, communities, applications, etc. The engines sub-system includes a campaign manager, an AD serving engine and a rule generator. The campaign manager manages the creation of new advertising campaign (AC) and updating existing AC, which is performed with the advertiser of the campaign. The campaign manager typically updates campaign database. The AD serving engine selects the campaign which will be run by an active user, and within the campaign, the AD serving engine selects which offer will be presented, at any given stage of the application used by user, to the user. The rule generator continuously "learns", in real time, from the activity log about the behavioral pattern of certain users and certain communities, the reactions to certain applications, etc. Some rules are general and some are specific, for example to a specific user. The rule generator updates in RT the profile of a given user in the user database, according to detected behavioral patterns of the user.

BRIEF DESCRIPTION OF THE DRAWINGS

The present invention will become fully understood from the detailed description given herein below and the accompanying drawings, which are given by way of illustration and example only and thus not limitative of the present invention, and wherein:

FIG. 1 schematically illustrates a RT advertising control system, according to embodiments of the present invention, the system controlling an application running locally on a user mobile device; FIG. 2 schematically illustrates a RT advertising control system, according to embodiments of the present invention, the system controlling a video application being streamed from a proxy server of the mobile services provider to a user mobile device; and

FIG. 3 schematically illustrates a block diagram structure of a RT advertising control system, according to embodiments of the present invention. DESCRIPTION OF THE PREFERRED EMBODIMENTS

The present invention is an improved system for controlled, real time advertising of ADs over a wireless network, the system being able to adapt to the content of the application being run on the mobile device. It is also the intention of the present invention to provide system and method that enable placing embedded ADs into a frame created by the application, adaptive to the frame content.

An aspect of the present invention is to provide content sensitive incentives to the user of the mobile application to continue and actively interact with the mobile application, thereby exposing the user to more ADs.

An aspect of the present invention is to learn the user behavioral pattern and to adapt, in real time, to comply with the user activity characteristics and preferences. The system can further group users into actual communities having common characteristics and preferably, users who actively share applications and applications content, thereby the system adapts, in real time, to comply with the user characteristics being member of a particular community.

Before explaining embodiments of the invention in detail, it is to be understood that the invention is not limited in its application to the details of construction and the arrangement of the components set forth in the host description or illustrated in the drawings. Unless otherwise defined, all technical and scientific terms used herein have the same meaning as commonly understood by one of ordinary skill in the art of the invention belongs. The methods and examples provided herein are illustrative only and not intended to be limiting.

Referring now to the drawings, Figure 1 schematically illustrates a RT advertising control server 100, according to embodiments of the present invention, server 100 controlling an application 1 10 running locally on a user 10 mobile device. Application 1 10 has an interface module 1 12, such as an SDK, compiled into application 1 10. Module 1 1 2 interacts in real time with advertising control server 100. Mobile services provider 20 intermediates, over a cellular network 50, between interface module 1 12 and advertising control server 100.

In a method of the present invention, when a user 10 activates a local program application 1 10, such as a game, program application 1 10 notifies interface module 1 1 2, which in turn activates a setup advertising activity by notifying advertising control server 100. In the setup activity, interface module 1 1 2 notifies advertising control server 100 the following information:

a) The mobile device CID, identifying user 1 0;

b) The application being activated by user 10; and

c) The mobile device type and model. Advertising control server 100 selects an advertising campaign (AC) based on the information sent by interface module 1 1 2, and by criteria assigned to each AC available to advertising control server 100.

Once the setup is complete and an AC has been selected in real time for the session of application 1 10, user goes about interacting with application 1 10. At predetermined locations in application 1 10, application 1 10 requests interface module 1 12 to provide an AD. Interface module 1 12 forwards the request to advertising control server 100, which selects the next AD to be displayed to user 10 at a pre selected location in the frame created by application 1 10.

Example:

a) user 10 starts a game application;

b) user 10 reaches level 3 of the game;

c) application 1 10 requests interface module 1 1 2 to provide an incentive AD;

d) interface module 1 1 2 forwards the request to advertising control server 100, as well as the game level;

e) advertising control server 100 sends the AD: "... if you reach level 5, you will be awarded with a 1 +1 coupon."; f) the AD is displayed to user 10 at a pre selected location in the frame created by application 1 10;

g) user 10 reaches level 5 of the game;

h) application 1 10 requests interface module 1 12 to provide an incentive AD;

i) interface module 1 12 forwards the request to advertising control server 100, as well as the game level;

j) advertising control server 100 sends the AD: you won a 1 +1 coupon!" and in parallel, sends an SMS with the coupon to the mobile device of user 10;

k) user 10 proceeds with the game activity,

(end of example)

During the activity of application 1 10, interface module 1 12 updates advertising control server 100 with relevant information about the on going application 1 10. For example, the current game level, points accumulated by user 10, percentage of game completed, etc.

Defining an advertising campaign (AC): A campaign is defined by or more of the following: a) the AC type. for examples: multiple campaigns, single campaign, etc. b) various offers included in the campaign. for examples: 1 +1 coupons, discount coupons, incentives, etc.

c) For each offer, define:

i. type of community designation;

ii. age group designation; and

d) For each offer, define:

i. designated application types: video, games, etc.

for each application type, further define more specific applications, for example, for games: sport games, soccer games, etc; for video: "desperate house wives", "three is company", etc.

e) the timing.

for examples: in a certain game if a user reaches level 3 offer an incentive to reach level 5. Then, if the user reaches level 5, offer the prize promised at level 3.

0 the campaign budget.

for examples: a total of 1 000 coupons are offered. g) the advertiser bidding, that is, how much is the advertiser willing to pay for each offer. for examples: for each exposure the advertiser pays $2; for each redeemed coupon the advertiser pays $8.

(end of defining an AC)

Reference is now made to Figure 2, which schematically illustrates a RT advertising control server 100, according to embodiments of the present invention, server 100 controlling a video application 120 running on the mobile device of user 10. Application 120 is being streamed from streaming server 22, by proxy 24 of mobile services provider 20. An AD server proxy 130 receives ADs requests from the video streamer and adds the next AD from an AD video content storage 132, which is updated by advertising control server 100.

Reference is now made to Figure 3, which schematically illustrates a block diagram structure of a RT advertising control server 100, according to embodiments of the present invention. Server 100 includes two main sub- systems: database sub-system 140 and engines sub-system 1 50. Database sub-system 140 includes a campaign database 142 of all available campaigns, a user database 144 of all known users and an activity log 146 which collects behavioral data on users, communities, applications, etc.

Engines sub-system 150 includes a campaign manager 1 52, an AD serving engine 1 54 and a rule generator 1 56. Campaign manager 1 52 manages the creation of new ACs and updating existing AC, which is performed with the advertiser of the campaign. Campaign manager 1 52 updates campaign database 142. Campaign manager 1 52 reads data from user database 144 and activity log 146, to provide prospective data to advertisers, while in the process of creating new ACs. For example: the size of a certain age group that typically plays a certain game. AD serving engine 1 54 selects the campaign which will be run by an active user 10, and within the campaign, AD serving engine 1 54 selects which offer will be presented at any given stage of the application used by user 10. AD serving engine 1 54 typically reads data from campaign database 142 and user database 144, and updates activity log 146 with data received, for example, from interface module 1 12.

Rule generator 1 56 continuously "learns", in real time, from activity log 146 about the behavioral pattern of certain users and certain communities, the reactions to certain applications, etc. Some rules are general, for example: product X is designated to women only; product Y is designated to users aged 16-22; etc. Some rules are specific, for example to a specific user. Example 1 of a rule for a specific user: user A has seen in the last month 3 ACs for chocolate - do not expose him to more chocolate ACs in the coming month.

Example 2 of a rule for a specific user: user B rejects 1 +1 coupons - provide him only with discount coupons. Rule generator 1 56 updates in RT the profile of a user 10 in user database 144 according to detected behavioral patterns of user 10. The updates will take effect in the next immediate decision of server 100 concerning user 10. It should be noted that RT advertising control server 100 can be operated by an independent provider, by a mobile services provider 20 or by any other entity. When operated independent of a mobile services provider 20 advertising control server 100 can communicate with the mobile services provider 20 trough the cellular network 50, a web network 60 or directly 25, as shown in Figure 1.

The invention being thus described in terms of embodiments and examples, it will be obvious that the same may be varied in many ways. Such variations are not to be regarded as a departure from the spirit and scope of the invention, and all such modifications as would be obvious to one skilled in the art are intended to be included within the scope of the following claims.

Claims

WHAT IS CLAIMED IS:

1 . A system connected to a wireless network for inserting, in real time, content sensitive advertising messages, the system comprising an advertising server and an interface module, wherein said advertising server comprises: a) a campaign database for storing one or more advertising campaigns; b) a user database for storing profile information of one or more mobile device users; c) an activity log for recording information related to on going activities of an active user using an application interacting with the system; d) a campaign manager; e) an advertising message driving engine; and f) a rule generator, and wherein said interface module interacts with the application running on said mobile device, in real time.

2. The system of claim 1 , wherein said application is an application running on said mobile device, and said interface module is embedded in said application, and said application uses said embedded interface module to interact with said advertising server to receive a new advertising message from said advertising server.

3. The system of claim 1 , wherein said advertising message is displayed to said active user in a frame to be displayed created by said application, which is part of the context of the application, and wherein said advertising message is embedded in said frame at a pre selected location sensitive to said frame content.

4. The system of claim 1 , wherein said application is an application being streamed from a streaming server of the mobile services provider, and said interface module is embedded in said streaming server, and said application uses said embedded interface module to interact with said advertising server to receive a new advertising message from said advertising server.

5. The system of claim 4, wherein said interface module is a proxy unit.

6. The system of claim 1 , wherein said campaign manager manages creating new campaigns and updating existing campaigns, and wherein said campaign manager typically updates said campaign database.

7. The system of claim 1 , wherein said advertising message driving engine, selects the campaign which will accompany an active user operating said application.

8. The system of claim 7, wherein said advertising message driving engine, selects an offer within said selected campaign that is presented, at any given stage of said application operated by said active user.

9. The system of claim 8, wherein said offer is a coupon.

10. The system of claim 8, wherein said offer is an incentive to said active user to proceed using the current application.

1 1 . The system of claim 10, wherein said application is a game and said offer is an incentive to said active user to reach a higher score in said game or a higher level of said game, or to achieve any other goal which is an integral part of said game.

1 2. The system of claim 1 , wherein said rule generator updates in real time the profile of said active user in said user database, according to detected behavioral patterns of said user as recorded in said activity log.

1 3. The system of claim 1 , wherein said user database further comprises at least one profile of a community of a group of users actively sharing at least one common application.

14. The system of claim 1 , wherein said advertising message includes providing said active user with a coupon.

1 5. The system of claim 1 , wherein said advertising message includes providing said active user with an incentive to continue and operate said application.

1 6. In a system connected to a wireless network for inserting in real time content sensitive advertising messages embedded in an application running on a mobile device, as in claim 1 , a method for learning the behavioral pattern of said active user while operating said application, the method comprising: a) recording the user advancement in said application stages; b) comparing, grading the matching and recording the score in said activity log; c) refining said profile of said active user in said user database by said rule generator.

1 7. The method of claim 16, further comprising the step of recording said user reaction to advertising message.

1 8. In a system connected to a wireless network for inserting in real time content sensitive advertising messages embedded in an application running on a mobile device, as in claim 1 , a method for embedding an advertising message in real time at a given stage of said application, sensitive to said application content, the method comprising: a) said application requests an advertising message from said embedded interface module; b) said embedded interface module sends said requests for an advertising message to said advertising server and information related to the status of said application and said active user behavioral pattern; c) said campaign manager of said advertising server selects the massage to be send to said application; d) said advertising message driving engine sends said selected advertising message to said application; and e) said application embeds said advertising message in a predetermined location of the next frame to be displayed by said application.

1 9. In a system connected to a wireless network for inserting in real time content sensitive advertising messages embedded in an application running on a mobile device, as in claim 1 , a method for defining an advertising campaign, the method comprising: a) define the campaign type; b) define target application; c) define all the offers of the campaign; d) for each of said offers define the target user and the timing to be presented; and e) define the campaign budget;

20. The method of claim 19, further comprising the step of defining the bidding for each of said offers.