# US 2023/0412880 A1 · Audience Responsiveness Analytics Index for Television Advertising

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- Number: US 2023/0412880 A1
- Document ID: US20230412880A1
- Status: Published application
- Kind: A1
- Application number: 18/460,125
- Filed: 2023-09-01
- Published: 2023-12-21
- Earliest claimed: 2021-03-31
- Assignees: tvScientific, Inc.
- Applicants: tvScientific, Inc.
- Inventors: Jason Fairchild; David Koye
- Web page: https://patentgrep.com/patent/US20230412880A1

## CPC

- H04N 21/44222: {Analytics of user selections, e.g. selection of programmes or purchase activity (monitoring of user selections in data processing systems G06F11/34; arrangements for monitoring the user's behaviour or opinions in broadcast systems H04H60/33)}
- H04N 21/252: {Processing of multiple end-users' preferences to derive collaborative data}
- H04N 21/2668: Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles {(information retrieval from the Internet by querying with filtering and personalisation G06F16/9535; arrangements for replacing or switching information during the broadcast H04H20/10; push services over packet-switching network H04L12/1859; adaptation of message content in packet-switching networks H04L51/063)}
- H04N 21/44204: {Monitoring of content usage, e.g. the number of times a movie has been viewed, copied or the amount which has been watched (monitoring of user activities for profile generation for accessing a video database G06F16/739; protecting generic digital content where the protection is independent of the precise nature of the content G06F21/10; arrangements for monitoring the use made of the broadcast services in broadcast systems H04H60/31)}
- H04N 21/44218: {Detecting physical presence or behaviour of the user, e.g. using sensors to detect if the user is leaving the room or changes his face expression during a TV programme (methods or arrangements for recognising human body or animal bodies or body parts G06V40/10; methods or arrangements for acquiring or recognising human faces, facial parts, facial sketches, facial expressions G06V40/16; methods or arrangements for recognising movements or behaviour G06V40/20; arrangements for identifying users in broadcast systems H04H60/45)}
- H04N 21/6582: {Data stored in the client, e.g. viewing habits, hardware capabilities, credit card number (arrangements where receivers interact with the broadcast H04H20/38)}
- H04N 21/812: {involving advertisement data (advertising per se G06Q30/02)}
- H04N: PICTORIAL COMMUNICATION, e.g. TELEVISION

## Abstract

A system and methods are disclosed for creating and using an audience-responsiveness analytics index for television advertising, in particular, advertising for connected television viewing. The audience-responsiveness analytics index may be configured to provide data obtained or acquired by measuring audience responsiveness to video advertising placed in streaming content viewed over connected televisions. The audience-responsiveness analytics index may be a graph used to optimize advertising with households assigned scores for multiple categories of advertising.

## Claims

### Claim 1

A method for generating an advertising-responsiveness graph index that continuously measures exposure to advertising and optimizes delivery of advertising across a plurality of households, comprising:
in a computing device, comprising a processor and a memory storing executable instructions, wherein the executable code causes the processor to execute control actions, comprising:
tracking, by the processor, an advertisement in streaming content viewable from either a connected-household device or an over-the-top delivery mechanism in a particular household, wherein the streaming content is viewable via either an advertiser's web site or an application, wherein the processor initiates recording visit data and an outcome event data relating to a viewer of the streaming content when the viewer accesses the advertiser's website or the application;
collecting, by the processor, signals representative of exposure data relating to the advertisement, wherein the exposure data includes category data for the advertisement; and
creating, by the processor, a household graph index, with the exposure data, by using a household identifier for each of the plurality of households, wherein the household graph index tracks frequency of exposure to the advertisement across the plurality of households that view the advertisement, wherein the outcome event data further usable for according a responsiveness score to the advertisement and storing the responsiveness score in the household graph index; and
applying the household graph index to provide one or more additional advertisements to the particular household.

### Claim 2 (depends on 1)

The method of claim 1, wherein the exposure metric includes the category classifying the advertisement, wherein the advertisement is classified by frequency, device type, sequence of cross-channel impression, initial response rates, secondary response rates, post-conversion data, time decay from exposure to outcome.

### Claim 3 (depends on 2)

The method of claim 2, wherein the household graph index tracks a type of device used to stream the content, wherein the type of device is at least one of a connected television, a tablet, a mobile phone, a desktop, and a laptop.

### Claim 4 (depends on 3)

The method of claim 3, wherein the household graph index tracks frequency of exposure to the advertisement in a particular household and responsiveness to the advertisement via a second screen response mechanism.

### Claim 5 (depends on 1)

The method of claim 1, wherein the streaming content is viewable via either the advertiser's web site and the application and the visit data of each visitor viewer is recorded in addition to data representative of viewer engagement with a quick response code in the advertisement that leads to a particular advertiser's offer.