Online multimedia advertising

1. A computer-implemented method including:

at an electronic device including a display, a plurality of processors and memory storing programs for execution by the plurality of processors:

receiving, from a server system, a multimedia advertisement that includes a question;

initiating display of the multimedia advertisement including the question;

upon a lapse of a first predetermined amount of time following initiating display of the multimedia advertisement, displaying a plurality of affordances on the display, wherein selection of a respective affordance in the plurality of affordances corresponds to selection of a respective user response to the question and causes the electronic device to discontinue display of the multimedia advertisement;

upon a lapse of a second predetermined amount of time following initiating display of the multimedia advertisement, displaying an ad-skip affordance, wherein:

the second predetermined amount of time is longer than the first predetermined amount of time; and

selection of the ad-skip affordance causes the electronic device to discontinue display of the multimedia advertisement without receiving selection of a respective user response to the question;

detecting a user input that selects one of the ad-skip affordance or a respective affordance of the plurality of affordances; and

upon detection of the user input, discontinuing display of the multimedia advertisement.

2. The method of claim 1 , further including:

prior to initiating display of the multimedia advertisement, displaying a first user interface that includes a banner corresponding to the multimedia advertisement; and

displaying an animated transition between the first user interface and a second user interface, wherein display of the multimedia advertisement is initiated in a respective region of the second user interface.

3. The method of claim 2 , further including:

prior to displaying the animated transition between the first user interface and the second user interface, detecting selection of the banner corresponding to the multimedia advertisement;

wherein the display of the animated transition is performed upon selection of the banner.

4. The method of claim 2 , wherein the respective region is substantially the entire region of the display.

5. The method of claim 1 , further including:

reporting information to the server system corresponding to the selected user response;

receiving, from the server system, information corresponding to an aggregated summary of user responses associated with the multimedia advertisement; and

upon detection of the user input, displaying a representation of the information corresponding to the aggregated summary of the user responses.

6. The method of claim 5 , wherein displaying the representation of the information corresponding to the aggregated summary of the user responses includes displaying an animation.

7. The method of claim 1 , wherein:

the server system is an advertisement server; and

the multimedia advertisement is selected from a plurality of multimedia advertisement stored on the advertisement server and is selected in accordance with demographic information about the user.

8. The method of claim 7 , wherein the demographic information is obtained using a hashed identifier of the user.

9. The method of claim 1 , wherein the user input is a continuously detected gesture on a touch-sensitive surface starting at a first location on the touch-sensitive surface and terminating at one of a second location or a third location on the touch sensitive surface, wherein the second location is an affordance that identifies a first user response associated with the multimedia advertisement and the third location is an affordance that identifies a second user response associated with the multimedia advertisement.

10. The method of claim 9 , wherein:

the first user response represents a positive user opinion associated with the multimedia advertisement; and

the second user response represents a negative user opinion associated with the multimedia advisement.

11. The method of claim 10 , wherein the second location that identifies the first user response is a location to the right of the third location.

12. The method of claim 9 , wherein at least one of the first location and the second location is assigned randomly.

13. The method of claim 1 , wherein the multimedia advertisement is displayed in a respective one of a mobile app or a mobile web browser, and the method further includes:

formatting the multimedia advertisement including the question for display in accordance with the respective one of the mobile app or the mobile web browser.

14. The method of claim 13 , further including returning, to the server system, identifying information formatted in accordance with the respective one of the mobile app and the mobile web browser.

15. A computer implemented method, comprising:

at a server system,

preparing a multimedia advertisement including a question;

transmitting the multimedia advertisement to a client device with a display; and

transmitting instructions to the client device to cause the client device to:

initiate display of the multimedia advertisement;

upon a lapse of a predetermined amount of time following initiating display of the multimedia advertisement, display a plurality of affordances on the display, wherein selection of a respective affordance in the plurality of affordances corresponds to selection of a respective user response to the question and causes the electronic device to discontinue display of the multimedia advertisement;

upon a lapse of a second predetermined amount of time following initiating display of the multimedia advertisement, display an ad-skip affordance, wherein:

the second predetermined amount of time is longer than the first predetermined amount of time; and

selection of the ad-skip affordance causes the electronic device to discontinue display of the multimedia advertisement without receiving selection of a respective user response to the question;

detect a user response that selects one of the ad-skip affordance or a respective affordance of the plurality of affordances; and

upon detection of the user response, discontinue display of the multimedia advertisement.

16. The method of claim 15 , further including transmitting instructions to the client device to cause the client device to:

prior to initiating display of the multimedia advertisement, display a first user interface that includes a banner corresponding to the multimedia advertisement; and

display an animated transition between the first user interface and a second user interface, wherein display of the multimedia advertisement is initiated in a respective region of the second user interface.

17. The method of claim 16 , further including transmitting instructions to the client device to cause the client device to:

prior to displaying the animated transition between the first user interface and the second user interface, detect selection of the banner corresponding to the multimedia advertisement;

wherein the display of the animated transition is performed upon selection of the banner.

18. The method of claim 15 , further comprising:

receiving first information from the client device corresponding to the selected user response;

computing second information corresponding to an aggregated summary of a plurality of user responses from other users associated with the multimedia advertisement; and

transmitting the second information to the client device to enable the client device to display a representation of the second information.

19. The method of claim 15 , further comprising:

obtaining stored demographic information about the user; and

selecting the multimedia advertisement from a plurality of stored multimedia advertisements in accordance with the stored demographic information.

20. The method of claim 19 , wherein the demographic information is obtained using a hashed identifier of the user.

21. The method of claim 15 , further comprising: receiving from the client device identifying information enabling the server to identify the client device, wherein the identifying information is formatted based on a type of a computing environment in which the multimedia advertisement is displayed on the client device, wherein the computing environment is one of a mobile app and a web browser, so as to enable the server to associate first and second user responses made from the client device issued respectively from the mobile app and the web browser.

22. A computer-implemented method including:

at a server system including a plurality of processors and memory storing programs for execution by the processors:

receiving an automated advertisement request for an advertisement to be served to a client device;

automatically and without user interaction selecting a respective multimedia advertisement from a plurality of multimedia advertisements stored on the server system, wherein the respective multimedia advertisement includes a question and a plurality of predetermined user responses to the question;

automatically and without user interaction transmitting the respective multimedia advertisement to the client device;

receiving from the client device a respective user response of the plurality of predetermined user responses to the question;

automatically and without user interaction, storing an aggregated summary of user responses associated with the multimedia advertisement;

determining whether the aggregated summary represents a positive aggregate user opinion or a negative aggregate user opinion;

upon receiving the respective user response of the plurality of predetermined user responses to the question:

in accordance with a determination that the aggregated summary represents a positive aggregate user opinion, transmitting information corresponding to the aggregated summary of user responses associated with the multimedia advertisement to the client device; and

in accordance with a determination that the aggregated summary represents a negative aggregate user opinion, forgoing transmitting information corresponding to the aggregated summary of user responses associated with the multimedia advertisement to the client device.

23. The method of claim 22 , wherein the advertisement request indicates that the respective multimedia advertisement is to be displayed at a respective one of a mobile app or a mobile web browser, and transmitting the respective multimedia advertisement to the client device further includes for the respective multimedia advertisement including the question for display at the respective one of the mobile app or the mobile web browser.

24. The method of claim 23 , wherein the advertisement request includes identifying information formatted in accordance with the respective one of the mobile app and the mobile web browser; and

the method further includes:

using the identifying information for the selection of the respective multimedia advertisement from the plurality of multimedia advertisements being stored on the server system.

25. The method of claim 22 , wherein the respective multimedia advertisement is a first respective one in a series of multimedia advertisements, the series of multimedia advertisements comprising a survey; and

the method further includes:

upon receiving, from the client device, the respective user response:

selecting a second respective one in the series of multimedia advertisements from the plurality of multimedia advertisements being stored on the server system, wherein the second respective one is a multimedia advertisement that includes a second question and a second plurality of predetermined user responses to the question;

transmitting the second respective one in the series of multimedia advertisements to the client device; and

receiving, from the client device, a second respective user response of the second plurality of predetermined user responses to the question.