U.S. patent application number 13/264480 was filed with the patent office on 2012-02-02 for digital creative interaction system.
This patent application is currently assigned to Accenture Global Services Limited. Invention is credited to Anatoly Roytman, Matthew Symons.
Application Number | 20120030009 13/264480 |
Document ID | / |
Family ID | 42973475 |
Filed Date | 2012-02-02 |
United States Patent
Application |
20120030009 |
Kind Code |
A1 |
Roytman; Anatoly ; et
al. |
February 2, 2012 |
DIGITAL CREATIVE INTERACTION SYSTEM
Abstract
A digital creative interaction system receives a request for
creative briefs for the target consumer group from a client and
determines parameters of the request for creative briefs. The
digital creative interaction system issues the request for creative
briefs to a plurality of sources. The digital creative interaction
system, in response to issuing a request for creative briefs,
receives creative briefs and corresponding bids. The digital
creative interaction system deploys each of the creative briefs to
the target consumer group and captures user behavior data
responsive to the deployed creative briefs.
Inventors: |
Roytman; Anatoly; (Weston,
MA) ; Symons; Matthew; (Oakland, CA) |
Assignee: |
Accenture Global Services
Limited
Dublin 4
IE
|
Family ID: |
42973475 |
Appl. No.: |
13/264480 |
Filed: |
April 16, 2010 |
PCT Filed: |
April 16, 2010 |
PCT NO: |
PCT/US10/31395 |
371 Date: |
October 14, 2011 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
|
61169892 |
Apr 16, 2009 |
|
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Current U.S.
Class: |
705/14.42 |
Current CPC
Class: |
G06Q 30/02 20130101;
G06Q 30/0243 20130101 |
Class at
Publication: |
705/14.42 |
International
Class: |
G06Q 30/02 20120101
G06Q030/02 |
Claims
1. A digital creative interaction system, comprising: a request for
creative briefs creation unit creating a request for creative
briefs responsive to receiving gap determination data for the
target consumer group and issuing the request for creative briefs
to a plurality of creative agencies; a response bid approval unit
receiving a plurality of creative briefs and corresponding bids
responsive to the request for creative briefs and determining
whether each of the plurality of creative briefs and corresponding
bids conform to parameters in the request for creative briefs; and
a testing control unit deploying each of the received plurality of
creative briefs that conform to the parameters in the requires for
creative briefs to the target consumer group and capturing the user
behavior data responsive to the deployed plurality of creative
briefs.
2. The system of claim 1, wherein the target consumer group is
defined by at least one common user attribute.
3. The system of claim 1, wherein the creative brief is an
advertisement.
4. The system of claim 1, wherein the parameters include creative
brief parameters and bid parameters.
5. The system of claim 4, wherein the creative brief parameters
include maximum size, colors or layout dimensions.
6. The system of claim 4, wherein the bid parameters include
currency, minimum amount, maximum amount, or an acceptable
range.
7. The system of claim 1, wherein the received creative briefs and
corresponding bids are compared to the parameters of the request
for creative briefs to determine if the creative briefs conform to
the parameters in therequest for creative briefs.
8. A method for determining user behavior data for a target
consumer group, comprising: receiving a request for creative briefs
for the target consumer group; determining parameters of the
request for creative briefs; issuing the request for creative
briefs to a plurality of creative agencies; receiving a plurality
of creative briefs and corresponding bids responsive to the request
for creative briefs; deploying each of the received plurality of
creative briefs to the target consumer group; and capturing the
user behavior data responsive to the deployed plurality of creative
briefs.
9. The method of claim 8, wherein the target consumer group is
defined by at least one common user attribute.
10. The method of claim 8, wherein the creative brief is an
advertisement.
11. The method of claim 8 further comprising: selecting one
creative brief of the deployed plurality of creative briefs based
on the captured user behavior data.
12. The method of claim 8, further comprising: selecting one
creative brief of the deployed plurality of creative briefs based
on the captured user behavior data and the corresponding bids.
13. The method of claim 8, wherein the parameters include creative
brief parameters and bid parameters.
14. The method of claim 8, wherein each of the plurality of
received creative briefs and corresponding bids are compared to the
parameters of the request for creative briefs.
15. The computer readable medium having stored thereon a computer
executable program for determining user behavior data for a target
consumer group, the computer executable program when executed
causes a computer system to: receive a request for creative briefs
for the target consumer group; determine parameters of the request
for creative briefs; issue the request for creative briefs to a
plurality of creative agencies; receive a plurality of creative
briefs and corresponding bids responsive to the request for
creative briefs; deploy each of the received plurality of creative
briefs to the target consumer group; and capture the user behavior
data responsive to the deployed plurality of creative briefs.
16. The computer readable medium of claim 15, wherein the creative
brief is an advertisement.
17. The computer readable medium of claim 15, wherein the
parameters include creative brief parameters and bid
parameters.
18. The computer readable medium of claim 17, wherein the creative
brief parameters include maximum size, colors or layout
dimensions.
19. The computer readable medium of claim 17, wherein the bid
parameters include currency, minimum amount, maximum amount, or an
acceptable range.
20. The computer readable medium of claim 15, wherein the received
creative briefs and corresponding bids are compared to the
parameters of the request for creative briefs.
Description
PRIORITY
[0001] This application claims priority to U.S. provisional patent
application Ser. No. 61/169,892, filed on Apr. 16, 2009, and
entitled "Digital Platform", which is incorporated by reference in
its entirety.
BACKGROUND
[0002] Advertising agencies, creative contractors and marketers
(generally creative agencies) design advertisements (ads) for
clients. These ads may be directed toward the public as a whole or
a specific segment of the public, at the direction of the clients.
The ads are designed in order o meet a business objective typically
identified by the clients, the potential clients or a third party.
A business objective may include selling a product, selling a
service, etc.
[0003] When using an ad, the business objective of is usually to
increase sales of a product or service. However, many clients may
purchase ineffective ads because it is difficult for the client to
determine the impact of an ad on a business objective. For example,
once an ad is deployed to the public, it is difficult to determine
a measure of sales or other measure of success attributable to the
deployment of the ad. Therefore, clients may be deploying
ineffective ads to the public that do not garner sales.
BRIEF DESCRIPTION OF DRAWINGS
[0004] The embodiments of the invention will be described in detail
in the following description with reference to the following
figures.
[0005] FIG. 1 illustrates a digital creative interaction system,
according to an embodiment;
[0006] FIG. 2 illustrates a more detailed block diagram of the
digital creative interaction system, according to an
embodiment;
[0007] FIG. 3 illustrates a method for determining a creative
brief, according to an embodiment; and
[0008] FIG. 4 illustrates a computer system, according to an
embodiment.
DETAILED DESCRIPTION OF EMBODIMENTS
[0009] For simplicity and illustrative purposes, the principles of
the embodiments are described by referring mainly to examples
thereof. In the following description, numerous specific details
are set forth in order to provide a thorough understanding of the
embodiments. It will be apparent however, to one of ordinary skill
in the art, that the embodiments may be practiced without
limitation to these specific details. In some instances, well known
methods and structures have not been described in detail so as not
to unnecessarily obscure the embodiments. Also, the embodiments
described herein may be used with each other in various
combinations.
1. Overview
[0010] According to an embodiment, a digital creative interaction
system integrates creative development and quantitative testing of
creative briefs. A creative brief is an advertisement or a
description of an advertisement. The digital creative interaction
system enables clients to electronically learn of a group of
potential consumers for a specific product or service. The digital
creative interaction system also prepares and issues a request for
creative briefs targeted at the group of potential consumers or at
a specific segment of the population for the product or
service.
[0011] The digital creative interaction system also enables
creative agencies to view and respond to various requests for
creative briefs. The creative agencies may respond to one or more
requests for creative briefs issued by a client with a response bid
including a creative brief and corresponding bid that matches
parameters in the request for creative briefs. Therefore, if there
are multiple responding creative agencies, each responding creative
agency is competing against one another by responding to the
request for creative briefs with a response bid, introducing a new
model of engagement between clients and creative agencies.
[0012] Each response bid may be reviewed and approved by the
digital creative interaction system or by an external actor based
on parameters in the request for creative briefs. Once each
response bid is approved, each creative brief is automatically
tested against the targeted group of potential consumers before one
of the response bids is accepted. At the end of the automated
testing process, metrics are captured by the digital creative
interaction system. The metrics include data on the impact of the
creative brief on the target group of potential consumers, such as
user behavior data in response to the creative brief. Once these
metrics are captured by the digital creative interaction system,
the client may decide which of the response bids will be
accepted.
[0013] The digital creative interaction system permits clients and
creative agencies to interact electronically without having to
manually send mails, messages, bids, etc. The digital creative
interaction system provides a virtual environment for a client to
automatically test each creative brief and dyanmically determine
which creative brief to select based on metrics gathered by the
electronic system.
2. System
[0014] FIG. 1 illustrates a digital creative interaction system
100, according to an embodiment. FIG. 1 includes client 102 and
creative agencies 104a-n. The client 102 is any entity operable to
request creative briefs from the digital creative interaction
system 100. The creative agencies 104a-n may include advertising
agencies, creative contractors, marketers or any other entity that
may respond to a request for creative briefs. The client 102 may
access the digital creative interaction system 100 via a network,
such as the Internet or other type of network. The client 102 may
access the digital creative interaction system 100 in order to
issue a request for creative briefs or to determine if a creative
brief should be requested. As described above, a creative brief is
an advertisement or description of an advertisement for an
identified product or service targeted at a group of potential
consumers, i.e. a target consumer group.
[0015] In FIG. 1, the client 102 accesses the digital creative
interaction system 100. The client 102 may receive gap
determination data 108 indicating the target consumer group to
which a creative brief may be directed for a specific product or
service. For example, the gap determination data 108 may include
data identifying a segment of the population, i.e. target consumer
group, that does not purchase a specific product or service sold by
the client 102; a segment of population, i.e. a target consumer
group, that has a small market share of a product or service sold
by the client 102; etc. The gap determination data 108 may include
attributes of the target consumer group. The attributes of the
target consumer group are attributes common to each member of the
target consumer group and may define the target consumer group. For
example, the attributes of a target consumer group may be female,
Asian, age between 18 and 24, etc. The gap determination data 108
may come from an external source or from the digital creative
interaction system 100. As shown in FIG. 1, the digital creative
interaction system 100 receives the gap determination data 108 from
gap determination engine 106, and sends the gap determination data
108 to the client 102.
[0016] The digital creative interaction system 100 converts the gap
determination data 108 into a message for the client 102. The
message includes the gap determination data 108 and is viewable by
the client 102 whenever the client 102 accesses the digital
creative interaction system 100. When the client 102 accesses the
digital creative interaction system 100, the client 102 may view
all of the messages, i.e. the gap determination data 108 that has
been converted into the messages. The messages may also be sent
directly to an email system of the client 102, a text messaging
system of the client 102, etc.
[0017] Based the gap determination data 108 in the messages, the
client 102 may prompt the digital creative interaction system 100
to electronically prepare and issue a request for creative briefs
112 to creative agencies 104a-n. The request for creative briefs
112 identifies requirements, also referred to as parameters, for a
creative brief responding to an identified need for marketing to
the target consumer group for the product or service identified by
the gap determination engine 106. The digital creative interaction
system 100 may also prepare and issue the request for creative
briefs 112 automatically for each message containing the gap
determination data 108.
[0018] The request for creative briefs 112 may be created from a
template based on the gap determination data 108. For example, the
request for creative briefs 112 is created when the gap
determination data 108 is populated in the template. The template
is populated with gap determination data 108 in a product or
service to be sold field, a target consumer group field and
attributes of the target consumer group field. Once the template is
populated with the gap determination data 108, the digital creative
interaction system 100 further populates a creative brief
parameters field and a bid parameters field. The creative brief
parameters are requirements for creative briefs. The creative brief
parameters may include maximum size, specific colors, layout
dimensions, layout design preferences, etc. The bid parameters are
requirements for the bids corresponding to the creative briefs. The
bid parameters may include currency, minimum amount, maximum
amount, an acceptable range, etc. Once the creative brief
parameters and the bid parameters are populated in the template by
the digital creative interaction system 100, the request for
creative briefs 112 is complete. The request for creative briefs
112 may be posted to an electronic board in the digital creative
interaction system 100 or may be sent electronically to the
creative agencies 104a-n via text, email, automated message alert,
etc.
[0019] The creative agencies 104a-n access the digital creative
interaction system 100 via a network such as the Internet. The
creative agencies 104a-n may prepare and respond to the request for
creative briefs 112 with response bids 114a-n. The response bids
114a-n may include a creative brief, as discussed above, and a
corresponding bid for the use of the creative brief. All, some or
none of the creative agencies 104a-n with access to the digital
creative interaction system 100 or with access to the request for
creative briefs 112 may respond to the request for creative briefs
112 with response bids 114a-n. In FIG. 1, the creative agency 104a
and the creative agency 104b respond to the request for the
creative briefs 112 with the response bids 114a and 114b,
respectively. The creative agency 104n does not respond to the
request for creative briefs 112.
[0020] Once some or all of the creative agencies 104a-n have
responded to the request for creative briefs 112, the response bids
114a and 114b are reviewed and approved by the digital creative
interaction system 100 or by an external actor. For example, in
FIG. 1, the digital creative interaction system 100 reviews the
response bids 114a and 114b. The review of the response bids 114a
and 114b includes determining if the response bids 114a and 114b
conform with the requirements in the request for creative briefs
112. More specifically, the response bids 114a and 114b are
reviewed to determine if the product or service to be sold, the
target consumer group, the attributes of the target consumer group,
the creative brief parameters and the bid parameters match the
requirements in the request for creative briefs 112. If the digital
creative interaction system 100 determines a response bid does not
match the requirements in the request for creative briefs 112, a
response is sent to the creative agency that sent the response bid
indicating that the response bid was rejected for non-conformance.
If, however, the digital creative interaction system 100 determines
the response bid matches the requirements in the request for
creative briefs 112, the creative brief is marked as approved and
sent to test system 110.
[0021] The dashed line around the digital creative interaction
system 100 and the test system 110 indicates the test system 100
may also be included in the digital creative interaction system
100. The test system 110 places the creative brief into a live
environment, such as the Internet, to measure the impact of the
creative brief on the target consumer group. For example, if the
creative brief is an advertisement for shoes for European women
between 18 and 24, the creative brief is placed online to measure
the impact of the creative brief on the segment of the population
that includes European women between 18 and 24. The test system 110
captures user behavior data including user behavior of the target
consumer group when presented with the creative brief. The user
behavior data includes the specific response of a member of the
target consumer group and the number of times the specific response
was encountered, among other data. The captured user behavior data
is returned to the digital creative interaction system 100. The
captured user behavior data for each creative brief tested may be
used by the client 102, along with the corresponding bid, to
determine which of the response bids 114a and 114b to accept.
[0022] FIG. 2 illustrates a block diagram detailing the digital
creative interaction system 100, according to an embodiment. The
digital creative interaction system 100 includes gap determination
data conversion unit 210, request for creative briefs creation unit
220, response bid approval unit 230 and testing control unit 240.
The dashed box around the digital creative interaction system 100
and the test system 110 indicates the test system 100 may also be
included in the digital creative interaction system 100.
[0023] The gap determination data conversion unit 210 receives the
gap determination data 108 from the gap determination engine 106.
As discussed above, the gap determination data 108 output by the
gap determination engine 106 may include a product or service to be
sold, a target consumer group, and attributes of the target
consumer group. The gap determination data conversion unit 210
converts the gap determination data 108 into a message for the
client 102 so the client 102 may view the gap determination data
108 as messages from the digital creative interaction system
100.
[0024] The request for creative briefs creation unit 220 creates
the request for creative briefs 112 if the client 102 prompts the
digital creative interaction system 100 to electronically prepare
and issue the request for creative briefs 112 or if the digital
creative interaction system 100 is configured to automatically
prepare and issue the request for creative briefs 112 for each
message created by the gap determination data conversion unit 210.
The request for creative briefs creation unit 220 creates the
request for creative briefs 112 by populating a template, as
discussed above. Once the template is populated by the request for
creative briefs creation unit 220, the request for creative briefs
112 is complete.
[0025] The response bid approval unit 230 receives the response
bids 114a and 114b from the creative agencies 104a and 104b. Once
the response bids 114a and 114b have been received, the response
bids 114a and 114b are reviewed to determine if the response bids
114a-n conform with the requirements in the request for creative
briefs 112 by the response bid approval unit 230. If the response
bid approval unit 230 determines a response bid does not match the
requirements in the request for creative briefs 112, a response is
sent to the creative agency that sent the creative brief indicating
that the response bid was rejected for non-conformance. If,
however, the response bid approval unit 230 determines the response
bid matches the requirements in the request for creative briefs
112, the creative brief is marked as approved.
[0026] The testing control unit 240 forwards the creative briefs of
the approved response bids 114a and 114b to the test system 110.
The test system 110 places the creative briefs into a live
environment, such as the Internet to measure the impact of the
creative briefs on the target consumer group, as discussed above.
The test system 110 captures user behavior data including user
behavior of the target consumer group when presented with the
creative briefs. The captured user behavior data is returned to the
testing control unit 240, which contains memory to store the
captured user behavior data. The captured user behavior data for
each creative brief tested may be used by the client 102, along
with the corresponding bid, to determine which of the response bids
114a and 114b to accept.
3. Method
[0027] FIG. 3 illustrates method 300 for determining a creative
brief, according to an embodiment. The method 300 is described with
respect to the digital creative interaction system 100 shown in
FIGS. 1 and 2 by way of example and not limitation. The method 300
may be performed by other systems. The method 300 starts at step
310 and includes steps 310-332.
[0028] At step 310, the digital creative interaction system 100
determines whether gap determination data 108 has been identified
for a product or service. As discussed above, the gap determination
data 108 may include the product or service to be sold, the target
consumer group, and the attributes of the target consumer group. If
gap determination data 108 has not been identified, the process
ends at step 310. If gap determination data 108 has been
identified, the process continues to step 312.
[0029] At step 312, the identified gap determination data 108 is
converted to a message for the client 102. The message includes the
gap determination data 108 and is viewable by the 102 whenever the
client 102 accesses the digital creative interaction system 100. As
discussed above, when the client 102 accesses the digital creative
interaction system 100, the client 102 may view all of the
messages. The messages may also be sent directly into an email
system of the client, a text messaging system of the client,
etc.
[0030] At step 314, the digital creative interaction system 100
determines whether a request for creative briefs 112 is to be
created. As discussed above, based the gap determination data 108
in the messages, the client 102 may prompt the digital creative
interaction system 100 to prepare and issue the request for
creative briefs 112 or this may be determined automatically by the
digital creative interaction system 100. If a request for creative
briefs 112 is not to be prepared, the process ends at step 314. If
a request for creative briefs 112 is to be prepared, the process
continues to step 316.
[0031] At step 316, the request for creative briefs 112 is created
from a template based on the gap determination data 108. As
discussed above, the request for creative briefs 112 is created
when the template is populated with gap determination data 108 in
the product or service to be sold field, the target consumer group
field and the attributes of the target consumer group field and
when the digital creative interaction system 100 further populates
the creative brief parameters field and the bid parameters
field.
[0032] At step 318, the request for creative briefs 112 is issued
to creative agencies 104a-n. The request for creative briefs 112
may be posted to an electronic board in the digital creative
interaction system 100 or may be sent electronically to each of the
creative agencies 104a-n via text, email, automated message alert,
etc.
[0033] At step 320, the digital creative interaction system 100
determines whether response bids 114a-n have been received. As
discussed above, the response bids 114a-n include a creative brief
and a corresponding bid for the use of the creative brief. All,
some or none of the creative agencies may respond with a response
bid. If at least one response bid has not been received, the
process ends at step 320. If at least one response bid has been
received, the process continues to step 322.
[0034] At step 322, the response bids 114a and 114b received at
step 320 are reviewed by the digital creative interaction system
100 or by an external actor. The review of the response bids 114a
and 114b includes determining if the response bids 114a and 114b
conform with the requirements in the request for creative briefs.
The response bids 114a and 114b may be reviewed to determine if the
product or service to be sold, the target consumer group, the
attributes of the target consumer group, the creative brief
parameters and the bid parameters match the requirements in the
request for creative briefs 112. If it is determined that a
response bid does not match the requirements in the request for
creative briefs, a response is sent to the creative agency that
sent the creative brief indicating that the response bid was
rejected for non-conformance at step 324. If, however, it is
determined that the response bid matches the requirements in the
request for creative briefs, the creative brief is marked as
approved and the process moves onto step 326.
[0035] At step 326, the creative brief sent to the test system
110.
[0036] At step 328, the test system 110 accepts the creative brief
and places the creative brief into a live environment, such as the
Internet, to measure the impact of the creative brief on the target
consumer group.
[0037] At step 330, the test system 110 captures user behavior data
including user behavior of the target consumer group when the
presented with the creative brief. The user behavior data includes
the specific response of a member of the target consumer group and
the number of times the specific response was encountered, among
other data. The captured user behavior data is returned to the
digital creative interaction system 100.
[0038] At step 332, the captured user behavior data for each
creative brief tested may be used by the client 102, along with the
corresponding bid, to determine which of the response bids to
accept. For example, digital creative interaction system 100 may
rank or weight the creative briefs. The creative briefs may be
ranked or weighted based on cost to the client for the creative
brief and effectiveness of the creative brief. Effectiveness is
determined from metrics from the captured user behavior of step
330. The metrics may indicate whether the users made a purchase
when presented with the brief or whether a user clicked on the ad,
or other metrics. The system may present the rankings, weights and
metrics to the client 102 and the client may select a creative
brief. The creative agency may then be paid for the selected
creative brief, and the selected creative brief is then used by the
client, such as for advertising or other marketing.
[0039] According to an embodiment, the digital creative interaction
system 100 may also be an agent running on equipment belonging to
the client 102, a system accessed via the Internet a web service,
etc. FIG. 4 shows a computer system 400 that may be used as a
hardware platform for the digital creative interaction system 100,
according to an embodiment. The computer system 400 may be used as
a platform for executing one or more of the steps, methods, and
functions described herein that may be embodied as software stored
on one or more computer readable storage devices, which are
hardware storage devices.
[0040] The computer system 400 includes a processor 402, unit or
processing circuitry that may implement or execute software
instructions performing some or all of the methods, functions and
other steps described herein. Commands and data from the processor
402 are communicated over a communication bus 404. The computer
system 400 also includes a computer readable storage device 403,
such as random access memory (RAM), where the software and data for
processor 402 may reside during runtime. The storage device 403 may
also include non-volatile data storage. The computer system 400 may
include a network interface 405 for connecting to a network. It
will be apparent to one of ordinary skill in the art that other
known electronic components may be added or substituted in the
computer system 400.
[0041] While the embodiments have been described with reference to
examples, those skilled in the art will be able to make various
modifications to the described embodiments without departing from
the scope of the claimed embodiments. Also, the embodiments
described herein may be used to determine user behavior in response
to creative briefs, which creative briefs to implement that receive
the highest scoring in a scoring system based on user behavior
data, which creative briefs provide the most website traffic,
etc.
* * * * *