Convenience-related and other metrics in advertising

A system comprising:

• one or more server computers coupled to a network;
• and
• one or more databases coupled to the one or more server computers;
• wherein the one or more server computers are for:
• obtaining consumer location information, relating to an actual or anticipated consumer location,
• obtaining store location information;
• using a mapping system, determining and storing at least one route that the consumer may take to get from the consumer location to the store location,
• based at least in part on the at least one route, determining and storing at least one convenience-related metric, wherein the metric relates to convenience of the consumer in making a purchase of a product at the store;
• and
• using the determined metric in at least one of targeting, selection, pricing or packaging, of or including an electronic advertisement.

A computer readable medium or media containing instructions for executing a method comprising:

• using one or more computers, obtaining consumer location information, relating to an actual or anticipated consumer location;
• using one or more computers, obtaining store location information;
• using one or more computers, using a mapping system, determining and storing at least one route that the consumer may take to get from the consumer location to the store location;
• using one or more computers, based at least in part on the at least one route, determining and storing at least one convenience-related metric, wherein the metric relates to convenience of the consumer in making a purchase of a product at the store;
• wherein determining the at least one convenience-related metric comprises determining an actual travel time, or possible actual travel time, of the consumer from the consumer location to the store location;
• and
• using one or more computers, using the determined metric in at least one of targeting, selection, pricing or packaging, of or including an electronic advertisement relating at least in part to at least one of the store, the product, or a brand of the product.