MEASURING RECOLLECTION OF AN ADVERTISEMENT BY GROUPS OF USERS
An ad publishing system measures the effectiveness of an advertisement by determining whether recipients of the advertisement recall receiving it. This measurement is accomplished by polling a subset of the recipients of the advertisement as to whether they recall receiving, viewing, or otherwise being exposed to the advertisement. The market segment characteristics of the recipients and the subset of recipients are accounted for to improve the relevance of the polling responses. Market segment characteristics are determined using information describing recipients such as demographic information, psychographic information, or other information identifying likes, dislikes, interests, consuming habits, personal connections, group affiliations, internet browsing history, and other similar information. The responses to the recall poll can be used to calculate an effectiveness score of the advertisement as a function of market segment, advertisement publisher platform, or other variables.
1 . A method comprising:
determining identities of a plurality of recipients of an advertisement, each of the identities associated with a recipient profile including market segment information;
determining a first market segment profile of the plurality of recipients using market segment information in the recipient profiles;
selecting a subset of recipients from the plurality of recipients, the subset having a second market segment profile and selected based on a comparison of the first market segment profile with the second market segment profile;
providing each of the recipients in the subset with a recall question inquiring whether each of the recipients in the subset recalls the advertisement; and
receiving a response to the recall question from at least one of the recipients in the subset.
2 . The method of claim 1 , wherein the recall question is provided within 24 hours after the plurality of recipients has been provided with the advertisement.
3 . The method of claim 1 , further comprising determining an effectiveness score for the advertisement, the effectiveness score based on a number of recipients in the subset recalling the advertisement.
4 . The method of claim 3 , wherein the effectiveness score is calculated for each of at least two market segments of the plurality of recipients provided with the advertisement.
5 . The method of claim 4 , further comprising comparing a first effectiveness score of the advertisement for a first market segment to a second effectiveness score of the advertisement for a second market segment.
6 . The method of claim 3 , further comprising:
calculating an effectiveness score of the advertisement for each of at least two third-party websites providing the advertisement to recipients; and
comparing the effectiveness scores of the two third-party websites.
7 . The method of claim 6 , further comprising reallocating a distribution of advertising impressions served from a first third-party website having a first effectiveness score to a second third-party website having a second effectiveness score higher than the first effectiveness score.
8 . The method of claim 3 , wherein the effectiveness score is calculated by multiplying a total number of impressions of the advertisement served by a response rate of the subset to the recall question.
9 . The method of claim 1 , further comprising:
receiving the advertisement and a target audience of a defined demographic for the advertisement from an advertiser; and
using an effectiveness score for the defined demographic to further refine the target audience received from the advertiser.
10 . The method of claim 1 , further comprising using a social networking system to provide the advertisement for display.
11 . The method of claim 1 , wherein the market segment information comprises demographic information.
12 . The method of claim 1 , wherein the market segment information comprises psychographic information.
13 . The method of claim 1 , wherein the market segment information is based at least in part on whether the user has established one or more social connections with another object in the social networking system.
14 . A method comprising:
determining identities of a plurality of recipients of an advertisement, each of the identities associated with a recipient profile including market segment information;
determining a first market segment profile of the plurality of recipients using market segment information in the recipient profiles;
selecting a first subset of recipients from the plurality of recipients;
providing each of the recipients of the first subset with a recall question inquiring whether each of the recipients in the subset recalls the advertisement;
receiving responses to the recall question from a plurality of the recipients of the first subset; and
selecting responses to the recall question comprising a second subset of recipients, the second subset having a second market segment profile that is approximately the same as the first market segment profile.
15 . The method of claim 14 , further comprising determining an effectiveness score for the advertisement, the effectiveness score based on a number of recipients in the subset recalling the advertisement.
16 . The method of claim 14 , wherein the recall question is provided within 24 hours after the plurality of recipients has been provided with the advertisement.
17 . The method of claim 14 , further comprising determining an effectiveness score for the advertisement, the effectiveness score based on a number of recipients in the subset recalling the advertisement.
18 . The method of claim 17 , further comprising:
calculating at least two effectiveness scores for each of at least two market segments of the plurality of recipients; and
comparing a first effectiveness score of the advertisement for a first market segment to a second effectiveness score of the advertisement for a second market segment.
19 . The method of claim 18 , further comprising reallocating a distribution of advertising impressions served from a first market segment having a first effectiveness score to a second market segment having a second effectiveness score higher than the first effectiveness score.
20 . The method of claim 18 , further comprising comparing a first effectiveness score of the advertisement for a first third party website to a second effectiveness score of the advertisement for a second third party website.
21 . The method of claim 18 , wherein the effectiveness score is calculated for at least one third party website providing the advertisement to the plurality of recipients, the effectiveness score measuring recall of the advertisement for each of the at least one third party websites.
22 . The method of claim 18 , wherein the effectiveness score is calculated by multiplying a total number of impressions of the advertisement served by a response rate of the first subset to the recall question.
23 . The method of claim 14 , further comprising:
receiving the advertisement and a target audience of a defined demographic for the advertisement from an advertiser; and
using an effectiveness score for the defined demographic to further refine the target audience received from the advertiser.
24 . The method of claim 14 , wherein the market segment information comprises demographic information.
25 . The method of claim 14 , wherein the market segment information comprises psychographic information.
26 . The method of claim 14 , wherein the market segment information comprises social object information stored in a social networking system.