Validation of mobile advertising from derived information
A system and method of validating an advertisement presented to an advertisement recipient via a mobile communication device includes presenting an advertisement for a product or service to a recipient via a mobile communication device, monitoring the geospatial location of the mobile communication device relative to some predetermined criteria, and inferring information about the reaction of the advertisement recipient to the advertisement on the basis of the monitored geospatial location information.
1. A computer-implemented method comprising:
under control of one or more computing devices configured with specific computer-executable instructions,
providing an advertisement for a first item to a mobile communication device, wherein the advertisement is presented on the mobile communication device;
obtaining, from the mobile communication device, interaction information indicating that a user of the mobile communication device selected the advertisement to be stored in an advertisement cache; and
determining an effectiveness of the advertisement based at least partly on the interaction information.
2. The computer-implemented method of claim 1 , wherein the interaction information comprises a reaction of the user to the advertisement.
3. The computer-implemented method of claim 1 , further comprising instructing the mobile communication device to prompt the user regarding whether the advertisement was acted upon.
4. The computer-implemented method of claim 3 , further comprising receiving; from the mobile communication device, response information associated with a user response to the prompt, wherein the effectiveness of the advertisement is further determined based at least partly on the response information.
5. The computer-implemented method of claim 3 , wherein instructing the mobile communication device to prompt the user is performed in response to receiving, from the mobile communication device, an indication that the advertisement was deleted from the advertisement cache.
6. The computer-implemented method of claim 1 , wherein:
the interaction information further comprises information regarding at least one of:
a period of time that the advertisement is stored;
a number of times the user viewed the advertisement stored in the advertisement cache; and
whether the user manually deleted the advertisement from the advertisement cache.
7. The computer-implemented method of claim 1 , wherein:
the interaction information further indicates a number of times the user viewed the advertisement stored in the advertisement cache; and
the effectiveness of the advertisement is based at least partly on the number of times the user viewed the advertisement stored in the advertisement cache.
8. A system comprising:
an electronic data store configured to store an advertisement for an item; and
one or more computing devices in communication with the electronic data store, the one or more computing devices configured to at least:
provide the advertisement to a mobile communication device, wherein the advertisement is presented on the mobile communication device;
obtain, from the mobile communication device, interaction information regarding an interaction of a user with the mobile communication device subsequent to presentation of the advertisement, the interaction corresponding to use of a function of the mobile communication device independent of presentation of the advertisement; and
determine a reaction of the user to the advertisement based at least partly on the interaction information.
9. The system of claim 8 , wherein the one or more computing devices are further configured to instruct the mobile communication device to at least prompt the user, after a predetermined period of time, to indicate whether the advertisement was acted upon.
10. The system of claim 8 , wherein determining the reaction of the user comprises determining that the user purchased the item.
11. The system of claim 8 , wherein the advertisement relates to an activity, and wherein the interaction information comprises at least one of:
an indication that the user deactivated the mobile communication device for a duration of the activity; or
an indication that the user muted an audio output of the mobile communication device for a duration of the activity.
12. The system of claim 11 , wherein the activity comprises a movie showing, and wherein the determined reaction of the user comprises attendance at the movie showing.
13. The system of claim 8 , wherein the interaction information comprises an indication that the mobile communication device was used to initiate communication with contact information related to the advertisement.
14. The system of claim 8 , wherein the one or more computing devices are further configured to instruct the mobile communication device to prompt the user for additional information related to the advertisement.
15. The system of claim 14 , wherein the one or more computing devices are further configured to store information received from the mobile communication device in response to the prompt.
16. The system of claim 15 , wherein the one or more computing devices are further configured to at least one of:
set a price for the item based at least partly on the stored information;
initiate enhanced billing for the item based at least partly on the stored information; or
perform an effectiveness audit for the advertisement.
17. The system of claim 8 , wherein the function of the mobile communication device independent of the presentation of the advertisement is at least one of deactivating the mobile communication device or muting an audio output of the mobile communication device.
18. A non-transitory computer-readable medium storing computer executable instructions that, when executed by one or more computer systems, configure the one or more computer systems to perform operations comprising:
providing an advertisement for a first item to a mobile communication device, wherein the advertisement is presented on the mobile communication device;
obtaining, from the mobile communication device, interaction information regarding an interaction of a user with the mobile communication device subsequent to presentation of the advertisement, the interaction corresponding to use of a function of the mobile communication device independent of presentation of the advertisement; and
determining a reaction of the user to the advertisement based at least partly on the interaction information.
19. The non-transitory computer-readable medium of claim 18 wherein the operations further comprise obtaining location information for the mobile communication device.
20. The non-transitory computer-readable medium of claim 19 , wherein the interaction information comprises an indication of an interaction of the user with the mobile communication device relative to the location information for the mobile communication device.
21. The non-transitory computer-readable medium of claim 18 , wherein the operations further comprise causing the mobile communications device to prompt the user, after a predetermined period of time, to indicate whether the advertisement was acted upon.
22. The non-transitory computer-readable medium of claim 18 , wherein the interaction information comprises an indication that the user purchased the item in response to observing the advertisement.
23. The non-transitory computer-readable medium of claim 18 , wherein the advertisement relates to an activity, and wherein the interaction information comprises at least one of:
an indication that the user deactivated the mobile communication device for a duration of the activity; or
an indication that the user muted an audio output of the mobile communication device for a duration of the activity.
24. The non-transitory computer-readable medium of claim 23 , wherein the activity comprises a movie showing, and wherein the determined reaction of the user comprises attending the movie showing.
25. The non-transitory computer-readable medium of claim 18 , wherein the interaction data comprises an indication that the mobile communication device was used to initiate communication with contact information related to the advertisement.