Determining relative effectiveness of media content items
The effectiveness of advertisements with respect to a group of panelists is measured. Based on the results of such analysis, advertisements and/or variants thereof are selected for presentation to consumers. Effectiveness of advertisements is measured, in one embodiment, by detecting exposure to advertisements, and then monitoring panelist behavior following exposure to an advertisement. In one embodiment, the group of panelists is a representative sample of a larger population, so that observations of panelist behavior can be used as a basis for making decisions regarding presentation of advertisements to a larger audience having characteristics similar to those of the panelists. Once the relative effectiveness for various audiences has been determined, advertisements can be selected for presentation to individual consumers or to groups of consumers, so as to maximize effectiveness. In one embodiment, such analysis and selection is performed substantially in real-time.
1. An apparatus comprising:
a memory;
instructions in the apparatus; and
a processor to execute the instructions to:
generate a first signature by sampling ambient audio collected by a mobile computing device to identify first media having audio included in the ambient audio;
determine, based on a first correlation of a first Internet action with a first exposure to the first media, a first effectiveness score of the first media in affecting behavior of a group of panelists, the first exposure to the first media identified based on a comparison of the first signature and reference signatures;
generate a second signature by sampling the ambient audio to identify second media having audio included in the ambient audio;
determine, based on a second correlation of a second Internet action with a second exposure to the second media, a second effectiveness score of the second media in affecting behavior of the group of panelists, the second exposure to the second media identified based on a comparison of the second signature and the reference signatures;
compare the first effectiveness score and the second effectiveness score to determine an identified score that corresponds to a larger effect on behavior of the group of panelists;
associate a user with the group of panelists based on a characteristic of the user indicating the user should belong to the group of panelists;
select the first media or the second media for presentation to the user based on the identified score and the group of panelists with which the user is associated; and
transmit the selected one of the first media or the second media for presentation to the user.
2. The apparatus of claim 1 , wherein the user is not a panelist in the group of panelists, the processor further to access data indicative of the characteristic of the user.
3. The apparatus of claim 1 , further including the processor to:
store a representation of the first effectiveness score and the second effectiveness score in a database; and
wherein selecting the first media or the second media for presentation to the user includes:
retrieving a previously stored representation of the first effectiveness score of the first media and the second effectiveness score of the second media in affecting behavior of the group of panelists having the characteristic of the user; and
selecting the first media or the second media based on the previously stored representation of the first effectiveness score and the second effectiveness score.
4. The apparatus of claim 1 , further including the processor to:
monitor additional exposure of a first panelist to the first media;
receive a notification of an Internet action performed by the first panelist;
correlate the Internet action with the exposure to the first media to determine an updated effectiveness score of the first media in affecting behavior of panelists in the group of panelists; and
present the updated effectiveness score via an output device.
5. The apparatus of claim 1 , further including the processor to:
present the selected one of the first media or the second media via a first communication mechanism; and
transmit at least one of the first Internet action or the second Internet action in a communication via a second communication mechanism, the second communication mechanism different from the first communication mechanism.
6. The apparatus of claim 1 , wherein the first media or the second media includes an advertisement.
7. The apparatus of claim 1 , wherein the selecting of the first media or the second media is further based on at least one of a geographic location of the user, a purchase history of the user, or a stated preference of the user.
8. A hardware computer-readable storage device comprising computer program code, encoded on the storage device, which when executed causes a processor to at least:
generate a first signature by sampling ambient audio collected by a mobile computing device to identify first media having audio included in the ambient audio;
determine, based on a first correlation of a first Internet action with a first exposure to the first media, a first effectiveness score of the first media in affecting behavior of a group of panelists, the first exposure to the first media identified based on a comparison of the first signature and reference signatures;
generate a second signature by sampling the ambient audio to identify second media having audio included in the ambient audio;
determine, based on a second correlation of a second Internet action with a second exposure to the second media, a second effectiveness score of the second media in affecting behavior of the group of panelists, the second exposure to the second media identified based on a comparison of the second signature and the reference signatures;
compare the first effectiveness score and the second effectiveness on to determine an identified score that corresponds to a larger effect of behavior of the groups of panelists;
associate a user with the group of panelists based on a characteristic of the user indicating the user should belong to the group of panelists;
select the first media or the second media for presentation to the user based on the identified score and the group of panelists with which the user is associated; and
transmit the selected one of the first media or the second media for presentation to the user.
9. The hardware computer-readable storage device of claim 8 , wherein the user is not a panelist in the group of panelists, the program code, when executed, causes the processor to access data indicative of the characteristic of the user.
10. The hardware computer-readable storage device of claim 8 , wherein the program code, when executed, causes the processor to:
store a representation of the first effectiveness score and the second effectiveness score in a database; and
wherein selecting the first media or the second media for presentation to the user includes:
retrieving a previously stored representation of the first effectiveness score of the first media and the second effectiveness score of the second media in affecting behavior of the group of panelists having the characteristic of the user; and
selecting the first media or the second media based on the previously stored representation of the first effectiveness score and the second effectiveness score.
11. The hardware computer-readable storage device of claim 8 , wherein the program code, when executed, causes the processor to:
monitor additional exposure of a first panelist to the first media;
receive a notification of an Internet action performed by the first panelist;
correlate the Internet action with the exposure to the first media to determine an updated effectiveness score of the first media in affecting behavior of panelists in the group of panelists; and
present the updated effectiveness score via an output device.
12. The hardware computer-readable storage device of claim 8 , wherein the program code, when executed, causes the processor to:
present the selected one of the first media or the second media via a first communication mechanism; and
transmit at least one of the first Internet action or the second Internet action in a communication via a second communication mechanism, the second communication mechanism different from the first communication mechanism.
13. The hardware computer-readable storage device of claim 8 , wherein the first media or the second media includes an advertisement.
14. A method comprising:
generating a first signature by sampling ambient audio collected by a mobile computing device to identify first media having audio included in the ambient audio;
determining, based on a first correlation of a first Internet action with a first exposure to the first media, a first effectiveness score of the first media in affecting behavior of a group of panelists, the first exposure to the first media identified based on a comparison of the first signature and reference signatures;
generating a second signature by sampling the ambient audio to identify second media having audio included in the ambient audio;
determining, based on a second correlation of a second Internet action with a second exposure to the second media, a second effectiveness score of the second media in affecting behavior for the group of panelists, the second exposure to the second media identified based on a comparison of the second signature and the reference signatures;
comparing the first effectiveness score and the second effectiveness score to determine an identified score that corresponds to a larger effect on behavior of the group of panelists;
associating a user with the group of panelists based on a characteristic of the user indicating the user should belong to the group of panelists;
selecting the first media or the second media for presentation to the user based on the identified score and the group of panelists with which the user is associated; and
electronically transmitting the selected one of the first media or the second media for presentation to the user.
15. The method of claim 14 , wherein the user is not a panelist in the group of panelists, the method further including accessing data indicative of the characteristic of the user.
16. The method of claim 14 , wherein the selecting of the first media or the second media is further based on at least one of a geographic location of the user, a purchase history of the user, or a stated preference of the user.
17. The method of claim 14 , further including:
storing a representation of the first effectiveness score and the second effectiveness score in a database; and
wherein selecting the first media or the second media for presentation to the user includes:
retrieving a previously stored representation of the first effectiveness score of the first media and the second effectiveness score of the second media in affecting behavior of the group of panelists having the characteristic of the user; and
selecting the first media or the second media based on the previously stored representation of the first effectiveness score and the second effectiveness score.
18. The method of claim 14 , further including:
monitoring additional exposure of a first panelist to the first media;
receiving a notification of an Internet action performed by the first panelist;
correlating the Internet action with the exposure to the first media to determine an updated effectiveness score of the first media in affecting behavior of panelists in the group of panelist; and
presenting the updated effectiveness score via an output device.
19. The method of claim 14 , further including:
presenting the selected one of the first media or the second media via a first communication mechanism; and
transmitting at least one of the first Internet action or the second Internet action in a communication via a second communication mechanism, the second communication mechanism different from the first communication mechanism.
20. The method of claim 14 , wherein the first media or the second media includes an advertisement.