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`US 20090247 140Al
`
`(19) United States
`02) Patent Application Publication
`Gupta et al.
`
`(10) Pub. No.: US 2009/0247140 Al
`Oct. 1, 2009
`(43) Pub. Date:
`
`(54) SYSTEM FOR PROVIDING MOBILE
`ADVERTISEMENT ACTIONS
`
`(75)
`
`Inventors:
`
`Arvind Gupta, San Carlos, CA
`(US); Ashutosh Tiwari, Studio
`City, CA (US); Gopalakrishnan
`Venkatraman, Campbell, CA (US);
`Dominic Cheung, South Pasadena,
`CA (US); Stacy R. Bennett,
`Pasadena, CA (US); Douglas B.
`Koen, Austin, TX (US)
`
`Correspondence Address:
`BRINKS HOFER GILSON & LIONE / YAHOO!
`OVERTURE
`P.O. BOX 10395
`CHICAGO, IL 60610 (US)
`
`(73) Assignee:
`
`Yahoo! luc., SmUJyva)e, CA (US)
`
`(21) Appl. No.:
`
`12/059,460
`
`(22) Filed:
`
`Mar. 31, 2008
`
`Publication Classification
`
`(51)
`
`Int. CI.
`H04M 3100
`(2006.01)
`H04Q 7120
`(2006.01)
`(52) U.S. Cl . ...................................... 455/418; 455/456.3
`ABSTRACT
`(57)
`
`A system for providing mobile advertisement actions may
`include a memory to store a request, mobile carrier data,
`mobile advertisement data, and mobile advertisement action
`data. The system may include an interface operatively con(cid:173)
`nected to the memory to collllllunicate with a mobile device.
`The system may include a processor operatively connected to
`the memory and the interface. The processor may receive
`information and a request from the mobile device via the
`interface and may detennine the mobile carrier data relating
`to a mobile carrier associated with the mobile device. The
`processor may identify the mobile advertisement data and the
`mobile advertisement action targeted to the request and the
`mobile carrier data. The processor may append the mobile
`advertisement action data to the mobile advertisement data.
`l11e processor may provide the mobile advertisement data
`with the appended mobile advertisement action data to the
`mobile device via the interface.
`
`~
`
`110A J~
`
`ii·,\
`AE~E.~UE
`G ENEAATOO A
`
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`APP\.ICA TION
`
`260
`
`230
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`
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`
`SERVICE PROVIDER
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`USEr NA
`120BA
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`:?i ••• ti~'~
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`USEr NN
`
`120B6
`
`120NB
`
`120AN
`
`120BN
`
`120NN
`
`001
`
`POSTSCRIPT 1017
`
`

`

`Patent Application Publication
`
`Oct. 1, 2009 Sheet 1 of 11
`
`US 2009/0247140 Al
`
`11lA
`
`,0.
`[/ f,
`(/~
`
`REVENUE GENERATOR A
`
`110N l .0,
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`REVENUE GENERATOR N
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`• • •
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`
`FIG. 1
`
`002
`
`

`

`Patent Application Publication
`
`Oct. 1, 2009 Sheet 2 of 11
`
`US 2009/0247140 Al
`
`110A
`
`A u\.
`
`REVENUE
`GENERATOR A
`
`11 0B 1 ft,
`
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`
`REVENUE
`GENERATOR B
`
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`
`110N l
`tt
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`REVENUE
`GENERATORN
`
`•
`
`•
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`APPLICATION
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`STANDALONE
`APPLICATION
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`MOBILE
`APPLICATION
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`THIRD PARTY
`SERVER
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`SERVICE PROVIDER
`SERVER
`
`215B
`
`• •
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`GATEWAY SERVER
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`
`003
`
`

`

`Patent Application Publication
`
`Oct. 1, 2009 Sheet 3 of 11
`
`US 2009/0247140 Al
`
`305
`
`RECEIVE AD
`REQUEST
`
`310
`
`DETERMINE
`MOBILE CARRIER
`
`315
`
`DETERMINE AD
`ASSOCIATED WITH
`MOBILE CARRIER
`
`320
`
`YES
`
`DETERMINE
`FUNCTIONALITY OF
`REQUESTING DEVICE
`
`325
`
`NO
`
`DETERMINE MOBILE
`AD ACTIONS
`
`330
`
`RETRIEVE
`ASSOCIATED DATA
`
`335
`
`GENERATE MOBILE
`AD ACTIONS
`
`340
`
`APPEND MOBILE
`AD ACTIONS TO AD
`
`345
`
`350
`
`PROVIDE AD
`TO USER
`
`FIG. 3
`
`004
`
`

`

`Patent Application Publication
`
`Oct. 1, 2009 Sheet 4 of 11
`
`US 2009/0247140 Al
`
`IDENTIFY MOBILE AD
`ACTION REQU EST
`
`402
`
`DETERMINE
`MOBILE CARRIER
`
`404
`
`DETERMINE
`ACTION TY PE
`
`406
`
`FIG. 4
`
`412
`
`DETERMINE
`PHONE NUMBER
`
`414
`
`CAUSE MOBILE
`DEVICE TO
`CALL NUMBER
`
`432
`
`DETERMINE
`CHAT ADDRESS
`
`DETERMINE
`MESSAGING PROTOCOL
`
`422
`
`DETERMINE
`MESSAGING ADDRESS
`
`24
`
`CAUSE MOBILE DEVICE
`TO CREATE MESSAGE
`
`426
`
`CAUSE MOBILE DEVICE
`TO INITIATE CHAT
`
`434
`
`REQUEST
`LOCATION
`
`444
`
`452
`
`CAUSE MOBILE
`DEVICE TO DISPLAY
`PURCHASE SCREEN
`
`DETERMINE .., __ -I RECEIVE
`ADDRESS
`LOCATION
`
`445
`
`DETERMINE
`DIRECTIONS 1------1~
`
`CAUSE MOBILE DEVICE
`TO DISPLAY
`DIRECTIONS
`
`448
`
`DETERMINE
`RELEVANT DATA
`
`62
`
`NO
`
`466
`
`PROVIDE ERROR
`MESSAGE
`
`CAUSE MOBILE
`DEVICE TO
`PERFORM ACTION
`
`005
`
`

`

`Patent Application Publication
`
`Oct. 1, 2009 Sheet 5 of 11
`
`US 2009/0247140 Al
`
`INTERACT WITH
`SERVICE PROVIDER
`
`510
`
`PROVIDE AD TO
`SERVICE PROVIDER
`
`520
`
`ASSOCIATE AD WITH
`MOBILE CARRIER
`
`530
`
`535
`
`NO
`
`540
`
`NO
`
`545
`
`YES
`
`PROVIDE
`ADDITIONAL DATA
`
`550
`
`LOGOUT
`
`570
`
`FIG. 5
`
`006
`
`

`

`Patent Application Publication
`
`Oct. 1, 2009 Sheet 6 of 11
`
`US 2009/0247140 Al
`
`610
`
`RECEIVE
`MOBILE AD
`
`620
`
`RECEIVE ASSOCIAT ION
`WITH MOBILE CARRIER
`
`NO
`
`YES
`
`>----..... MOBILE AD ACTIONS
`
`RECEIVE SELECTION OF
`
`630
`
`DETERMINE IF
`ADDI TIONAL DATA
`NECESSARY
`
`640
`
`650
`
`REQUEST
`ADDIT IONAL DAT A
`
`Y ES
`
`645
`
`NO
`
`660
`
`STORE
`ADDIT IONAL DATA
`
`670
`
`STORE MOBILE ..,_ _______ ___.
`AD ACTIONS
`
`STORE MOBILE AD
`AND ASSOCIATION
`
`680
`
`FIG. 6
`
`007
`
`

`

`DESCRIPTIONS
`OF MOBILE AD ~ 700
`ACTIONS
`
`I
`
`CLICK
`TO
`CALL
`
`I
`705
`
`CLICK TO
`MESSAGE
`
`CLICK
`TO
`CHAT
`
`I
`710
`
`CLICK TO
`LOCATION
`
`CLICK TO
`COUPON
`
`CLICK TO
`DOWNLOAD
`
`CLICK TO MAKE
`RESERVATION
`
`I
`730
`
`I
`740
`
`I
`750
`
`I
`760
`
`CLICK
`TO
`SURVEY
`
`I
`770
`
`CLICK
`TO
`BUY
`
`I
`780
`
`EMAIL
`MARKETING
`
`7bo
`
`FIG. 7
`
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`
`

`

`Patent Application Publication
`
`Oct. 1, 2009 Sheet 8 of 11
`
`US 2009/0247140 Al
`
`805
`
`800
`
`.
`
`,J:
`~%
`
`810
`
`Shoes.com
`Good Shoes for the Family
`www.shoes.com
`
`3. Famous Shoestore
`Discount Shoes
`
`4 . Big Shoes
`Shoes for big sizes
`www.bigshoes.com
`
`820
`32
`833
`835
`836
`837
`838
`
`FIG. 8
`
`009
`
`

`

`Patent Application Publication
`
`Oct. 1, 2009 Sheet 9 of 11
`
`US 2009/0247140 Al
`
`905
`
`900
`
`932
`
`933
`
`935
`
`930
`
`936
`
`910
`
`920
`
`937
`
`Julie Smith
`Jane Doe
`Good Restaurant
`
`Nice Italian
`3'0 and Elm,
`
`Mike and I went to an Italian
`Restaurant on 3rd and Elm
`yesterday. It was nice.
`
`.. ~~~~~~\\\~~~\\\~~ ·
`.·.·.~·.·
`
`·~❖
`
`FIG. 9
`
`010
`
`

`

`Patent Application Publication
`
`Oct. 1, 2009 Sheet 10 of 11
`
`US 2009/0247140 Al
`
`1000
`
`1005
`
`1030
`
`1047
`
`LADY SHOES
`Best Female Shoes In San Francisco Bay Area
`www.ladyshoe.com
`213-456-2873
`Located Between 8th and Main Street
`
`1033
`
`FIG. 10
`
`011
`
`

`

`1100
`
`11 02 - - -_ ---.......: ______ :;:;;;;.. _ _ --,
`
`
`Processor
`
`Instructions
`
`/
`
`1108
`
`L-_ _ _ ____, -
`
`Memory
`
`1104 ---------__ ..;;;:... __ --,
`I Instructions I
`-------------
`11 00 ------_______ ;;;:;;;;;. _ _ _ -,
`
`
`
`Drive Unit
`
`Computer
`Readable
`Medium
`
`1124
`
`11 24
`
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`
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`
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`
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`
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`
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`1 4 - - - ~
`
`FIG. 11
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`

`

`US 2009/0247140 Al
`
`Oct. 1, 2009
`
`1
`
`SYSTEM FOR PROVIDING MOBILE
`ADVERTISEMENT ACTIONS
`
`TECHNICAL FIELD
`
`[0001] The present description relates generally to a system
`and method for providing mobile advertisement actions, and
`more particularly, but not exclusively, to providing mobile
`advertisement actions with a mobile advertisement to a user
`on a mobile device.
`
`BACKGROUND
`
`[0002] The mobile phone is increasingly more important as
`an information and content access device. Currently there
`may be twice as many mobile communication devices as
`personal computers. Mobile operators are increasingly look(cid:173)
`ing to high value data services as a way to overcome the
`continuing decline in average per user voice revenue. Billions
`of dollars are being spent globally on wireless licenses with
`billions more in investments in the pipeline for development
`of infrastructure and services by wireless service and content
`providers. Carriers may be introducing new data, content and
`multimedia services as a means of generating new revenue
`streams, reversing negative ARPU trends, retaining and
`attracting customers as well as increasing returns on invest(cid:173)
`ment, and extending and differentiating their service offering
`to consumers. The emergence of these wireless technologies
`create unique opportunities for wireless carriers, advertisers
`and publishers to generate additional revenue streams
`through new and existing customers. As consumer adoption
`of wireless technology continues to increase, marketing via
`mobile devices becomes an important part of all integrated
`data communications strategies.
`[0003] However, usage patterns for mobile search and Web
`search may differ, as well as the expectations of the users and
`the advertisers. Combined with a completely different user
`experience, these may change the value of clicks and lead
`opportunities. Current mobile devices may have limited
`browser capabilities that do not support the rich feature set of
`the Web. Handset capabilities may impact the search behavior
`of mobile users, where the limitations of numeric-pad keyed
`entry narrow the searched for terms. The small screen size on
`mobile devices may have an impact on the performance of the
`search implementations. The size of screens on mobile hand(cid:173)
`sets may limit the output that may be displayed per listing,
`and the number oflistings per screen. The absence of a mouse
`or joystick increases the time necessary for a mobile user to
`browse a webpage and click on links. Network broadcast
`speeds and bandwidths may limit the amount of data that a
`user receives at a time. Additionally, mobile users travel with
`their mobile devices and may need to obtain information
`much quicker than Web users. Current online marketing sys(cid:173)
`tems may not account for differences between mobile hand(cid:173)
`sets and computers.
`
`SUMMARY
`
`[0004] A system is disclosed for providing mobile adver(cid:173)
`tisement actions. The system receives a request from a mobile
`device. The system then identifies an advertisement targeted
`to the request where the advertisement includes at least one
`mobile advertisement action. The system then communicates
`the advertisement and the at least one mobile advertisement
`action to the mobile device.
`
`[0005] The system for providing mobile advertisement
`actions may include a memory to store a request, mobile
`carrier data, mobile advertisement data, and mobile adver(cid:173)
`tisement action data. The system may include an interface
`operatively connected to the memory to communicate with a
`mobile device. The system may include a processor opera(cid:173)
`tively connected to the memory and the interface. The pro(cid:173)
`cessor may receive information and a request from the mobile
`device via the interface and may determine the mobile carrier
`data relating to a mobile carrier associated with the mobile
`device. The processor may identify the mobile advertisement
`data and the mobile advertisement action targeted to the
`request and the mobile carrier data. The processor may
`append the mobile advertisement action data to the mobile
`advertisement data. The processor may provide the mobile
`advertisement data with the appended mobile advertisement
`action data to the mobile device via the interface.
`[0006] Other systems, methods, features and advantages
`are, or will become, apparent to one with skill in the art upon
`examination of the following figures and detailed description.
`It is intended that all such additional systems, methods, fea(cid:173)
`tures and advantages be included within this description, be
`within the scope of the embodiments, and be protected by the
`following claims and be defined by the following claims.
`Further aspects and advantages are discussed below in con(cid:173)
`junction with the description.
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`[0007] The system and/or method may be better understood
`with reference to the following drawings and description.
`Non-limiting and non-exhaustive descriptions are described
`with reference to the following drawings. The components in
`the figures are not necessarily to scale, emphasis instead
`being placed upon illustrating principles. In the figures, like
`referenced numerals may refer to like parts throughout the
`different figures unless otherwise specified.
`[0008] FIG. 1 is a block diagram of a general overview of a
`system for providing mobile advertisement actions.
`[0009] FIG. 2 is block diagram of a simplified view of a
`network environment implementing a system for providing
`mobile advertisement actions.
`[0010] FIG. 3 is a flowchart illustrating operations of pro(cid:173)
`viding mobile advertisements with mobile advertisement
`actions in the systems of FIG. 1 and FIG. 2, or other systems
`for providing mobile advertisement actions.
`[0011] FIG. 4 is a flowchart illustrating operations of
`mobile advertisement actions in the systems of FIG. 1 and
`FIG. 2, or other systems for providing mobile advertisement
`actions.
`[0012] FIG. 5 is a flowchart illustrating steps that may be
`taken by a revenue generator in the systems of FIG. 1 and FIG.
`2, or other systems for providing mobile advertisement
`actions.
`[0013] FIG. 6 is a flowchart illustrating the operations of
`creating mobile advertisement actions in the systems of FIG.
`1 and FIG. 2, or other systems for providing mobile adver(cid:173)
`tisement actions.
`[0014] FIG. 7 is a block diagram illustrating several mobile
`advertisement actions of an advertisement served to a user in
`the systems of FIG. 1 and FIG. 2, or other systems for pro(cid:173)
`viding mobile advertisement actions.
`[0015] FIG. 8 is an illustration of an exemplary mobile
`device displaying a mobile web page containing advertise(cid:173)
`ments with mobile advertisement actions.
`
`013
`
`

`

`US 2009/0247140 Al
`
`Oct. 1, 2009
`
`2
`
`[0016] FIG. 9 is an illustration of an exemplary mobile
`device displaying an email message containing an advertise(cid:173)
`ment with mobile advertisement actions.
`[0017] FIG. 10 is an illustration of an exemplary mobile
`device displaying an offer landing page including an adver(cid:173)
`tisement with mobile advertisement actions.
`[0018] FIG. 11 is an illustration a general computer system
`that may be used in a system for providing mobile advertise(cid:173)
`ment actions.
`
`DETAILED DESCRIPTION
`
`[0019] The present description relates generally to a system
`and method, generally referred to as a system, for providing
`mobile advertisement actions, and more particularly, but not
`exclusively, to providing mobile advertisement actions with a
`mobile advertisement to a user on a mobile device.
`[0020] The system may allow advertisers to engage mobile
`users by providing users with a simple interface for accessing
`multi-step mobile actions. The mobile advertisement actions
`may provide the users with a one click interface to a variety of
`complex mobile actions, such as making phone calls, sending
`text message, purchasing products, making reservations, or
`generally any action that can be performed with a mobile
`phone. Accomplishing these actions in the prior art may have
`required a user to perform several clicks and/or switch appli(cid:173)
`cations and/or manually entering data with their mobile
`device. It may be burdensome for a user to perform those
`tasks with a mobile device. The mobile advertisement actions
`allow the users to accomplish these actions with one interac(cid:173)
`tion with their mobile device, such as a click or selection.
`[0021] FIG.1 provides a general overview ofa system 100
`for providing mobile advertisement actions. Not all of the
`depicted components may be required, however, and some
`implementations may include additional components. Varia(cid:173)
`tions in the arrangement and type of the components may be
`made without departing from the spirit or scope of the claims
`as set forth herein. Additional, different or fewer components
`may be provided.
`[0022] The system 100 may include one or more revenue
`generators ll0A-N, such as mobile advertisers, a service
`provider 130, such as a portal or an advertising service pro(cid:173)
`vider, one or more mobile network operators ("MNOs")
`115A-N, more commonly referred to as mobile carriers, or
`simply carriers, and one or more users 120AA-NN, such as
`mobile subscribers or consumers. The service provider 130
`may implement a mobile advertising campaign management
`system incorporating an auction based and/or non-auction
`based advertisement serving system.
`[0023] The mobile advertising campaign management sys(cid:173)
`tem may support targeting advertisements to the users
`120AA-NN through a variety of mobile advertising tactics,
`such as search targeting, content match targeting and behav(cid:173)
`ioral profile targeting. Search targeting may refer to targeting
`advertisements, at least in part, to mobile keywords provided
`by the users, content match targeting may refer to targeting
`advertisements, at least in part, to the content of a particular
`mobile page, and behavioral profile targeting may refer to
`targeting advertisements, at least in part, to the mobile behav(cid:173)
`ior of the users 120AA-NN. The service provider 130 may
`share revenue with the MNOs 115A-N for displaying adver(cid:173)
`tisements of the revenue generators ll0A-N on their mobile
`networks. Alternatively or in addition the service provider
`
`130 may share revenue with individual mobile publishers for
`displaying advertisements of the revenue generators ll0A-N
`on their mobile sites.
`[0024] The revenue generators ll0A-N may pay the ser(cid:173)
`vice provider 130 to serve, or display, advertisements of their
`goods or services, such as on-line or mobile advertisements,
`to the users 120AA-NN, such as over mobile messaging,
`mobile web, the Internet, or generally any mode of displaying
`advertisements. The advertisements may include sponsored
`listings, banners ads, popup advertisements, mobile mes(cid:173)
`sages, or generally any way of attracting the users 120AA(cid:173)
`NN to the web site or mobile site of the revenue generators
`11 0A-N. The revenue generators 11 0A-N may bid on specific
`MNOs 115A-N to target their advertisements to. For
`example, the revenue generator A HOA may bid on one or
`more keywords searched for via the MNO A 115A. In this
`case the mobile advertisements of the revenue generator A
`HOA may only be displayed to the users 120AA-NA when
`the users 120AA-NA search for the keywords through the
`MNOA115A.
`[0025] The MNOs 1115A-N may provide a mobile net(cid:173)
`work to the users 120AA-NN which may provide a variety of
`services to the users 120AA-NN, such as the ability to send
`and receive phone calls, send and receive mobile messages, to
`access the internet and/or the mobile web, or generally any
`service that may be implemented on a mobile device. The
`MNOs 115A-N may store data describing the users 120AA(cid:173)
`NN, such as billing addresses, call histories, messaging his(cid:173)
`tories, or generally any data regarding the users 120AA-NN
`that may be available to the MNOs 115A-N.
`[0026] The users 120AA-NN interacting with the service
`provider 130 on a mobile device may want to click on fewer
`links than a Web user before obtaining the information that
`they seek. A mobile advertisement action is provided that
`allows users 120AA-NN to directly click to a specified action
`in a single step, without the need to navigate through multiple
`steps to accomplish the action. Such a mobile advertisement
`action also allows increased functionality for revenue genera(cid:173)
`tors ll0A-N who do not have their own mobile webpage set
`up but who nonetheless want to provide extra functionality to
`users 120AA-NN.
`[0027] A mobile advertisement action may be any func(cid:173)
`tional object, item, applet, program, plug-in, or other device
`that allows a user AA 120AA to click directly to an action
`associated with the mobile advertisement. A mobile adver(cid:173)
`tisement action may be associated with a voice command so
`that a user AA 120AA can activate the action by a voice
`command while browsing a mobile web page. A mobile
`device may include other functionality allowing accessibility
`by any other interaction with a mobile webpage that is avail(cid:173)
`able.
`[0028] Unlike clicking a hyperlink, which only directs a
`user AA 120AA to the webpage address encoded in the hyper(cid:173)
`link, mobile advertisement actions may provide a wide range
`of functionality when clicked on by a user AA 120AA.
`Instead of simply directing a user AA 120AA to another
`webpage, a mobile advertisement action may execute
`encoded or programmed functions. The mobile advertise(cid:173)
`ment action itself may be a set of instructions or computer
`code. Alternatively or in addition the mobile advertisement
`action may be a link that provides the instructions or code
`from the service provider 130.
`[0029] For example, if a user AA 120AA clicks on a mobile
`advertisement action of an advertisement associated with a
`
`014
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`revenue generator A HOA, the mobile advertisement action
`may cause the mobile device to dial the phone number of the
`revenue generator A HOA, make a reservation with the rev(cid:173)
`enue generator A HOA, display a map or directions to the
`physical location of the revenue generator A HOA, program
`the address of the revenue generator A 11 OA into a navigation
`system of a user AA 120AA, purchase a product from the
`revenue generator A 11 OA, or may perform any other function
`associated with the mobile device and the revenue generator
`A HOA. Several examples of specific mobile advertisement
`actions are provided in FIG. 7.
`[0030] The users 120AA-NN may be consumers of goods
`or services who may be searching for a business such as the
`business of one of the revenue generators llOA-N. The users
`120AA-NN may communicate with the service provider 130
`through the MNOs 115A-N. The users 120AA-NN may sup(cid:173)
`ply information describing themselves to the service provider
`130, such as the location, gender, mailing address, credit card
`information, or age of the users 120AA-NN, or generally any
`information that may be required for the users 120AA-NN to
`utilize the services provided by the service provider 130.
`Alternatively or in addition the service provider 130 may
`obtain information about the users 120AA-NN from the
`MNOs 115A-N.
`In system 100, the revenue generators llOA-N may
`[0031]
`interact with the service provider 130, such as via a web
`application. The revenue generators llOA-N may send infor(cid:173)
`mation, such as billing, website or mobile site and advertise(cid:173)
`ment information, to the service provider 130 via the web
`application. The web application may include a web browser
`or other application such as any application capable of dis(cid:173)
`playing web content. The application may be implemented
`with a processor such as a personal computer, personal digital
`assistant, mobile phone, or any other machine capable of
`implementing a web application.
`[0032] The users 120AA-NN may also interact individu(cid:173)
`ally with the service provider 130, through the MNOs 115A(cid:173)
`N, such as via a mobile phone or any device capable of
`communicating with the MNOs 115A-N. The users 120AA(cid:173)
`NN may interact with the service provider 130 via a mobile
`web based application, a mobile standalone application, or
`any application capable of running on a mobile device. The
`service provider 130 may communicate data to the revenue
`generators llOA-N over a network and to the users 120AA(cid:173)
`NN over a network via the MNOs 115A-N. The following
`examples may refer to a revenue generator A 1110A as an
`online advertiser or mobile advertiser; however the system
`100 may apply to any revenue generators llOA-N who may
`desire to serve advertisements over mobile devices.
`[0033]
`In operation, one of the revenue generators llOA-N,
`such as revenue generator A HOA, may provide information
`to the service provider 13 0. This information may relate to the
`transaction taking place between the revenue generator A
`HOA and the service provider 130, or may relate to an
`account the revenue generator A 11 OA maintains with the
`service provider 130. In the case of a revenue generator A
`HOA who is a mobile advertiser, the revenue generator A
`HOA may provide initial information necessary to open an
`account with the service provider 130.
`[0034] A revenue generator A HOA who is a mobile adver(cid:173)
`tiser may maintain one or more accounts with the service
`provider 13 0. For each account the revenue generator A 11 OA
`may maintain one or more campaigns. For each campaign the
`revenue generator A HOA may maintain one or more ad
`
`groups. An ad group may be associated with one or more
`MNOs 115A-N, and may include one or more keywords, or
`categories, and one or more mobile advertisements. Each
`advertisement may be associated with one or more mobile
`advertisement actions. A mobile advertisement may be pro(cid:173)
`vided with associated mobile advertisement actions to a user
`AA 120AA when the user AA 120AA interacts with the
`service provider 130 through an MNO A 115A associated
`with the mobile advertisement. The service provider 130 may
`verify that the mobile device of the user AA 120AA is capable
`of performing the mo bile advertisement actions. If the mo bile
`device is not capable of performing a mobile advertisement
`action, the mobile advertisement action may not be provided
`to the user AA 120AA. The revenue generator A 11 OA may be
`able to associate different mobile advertisement actions for
`each of the MNOS 115A-N associated with the mobile adver(cid:173)
`tisement.
`[0035] A mobile advertisement action may be a clickable
`interactive object embedded in an advertisement, such as a
`button or a link. The mo bile advertisement action may repre(cid:173)
`sent one or more operations that may be performed by a
`mobile device, such as email, text messaging, phone calling,
`or generally any operation that may be performed by a mobile
`device and may provide may provide enhanced advertising
`capabilities to a revenue generator A 11 OA. The mobile adver(cid:173)
`tisement action may include data specific to the revenue gen(cid:173)
`erator A HOA, such as the phone number, address, or gener(cid:173)
`ally any information specific to the revenue generator A
`HOA. The mobile advertisement action may include a
`description such as "Click to call," "Click to SMS," "Click to
`coupon," "Click to download," "Click to survey," "Click to
`make reservation," "Click to attend event," "Click to buy," or
`generally any description that may describe the functionality
`provided by them mobile advertisement action.
`[0036] When the user AA 120AA clicks on a mobile adver(cid:173)
`tisement action of a revenue generator A HOA, the mobile
`advertisement action may cause the mo bile device of the user
`AA 120AA to perform the action associated with the mobile
`advertisement action in accordance with the data of the rev(cid:173)
`enue generator A 11 OA. For example, if the mobile advertise(cid:173)
`ment action is a mobile call action, then, when clicked on, the
`mobile advertisement action may cause the mobile device of
`the user AA 120AA to call a phone number associated with
`the revenue generator A HOA. Alternatively or in addition,
`when clicked on, the mobile advertisement action may com(cid:173)
`municate with the service provider 130 and the service pro(cid:173)
`vider 130 may cause the mobile device of the user AA 120AA
`to perform the specified action, such as by providing instruc(cid:173)
`tions to the mobile device and causing the instructions to be
`executed.
`[0037] Alternatively or in addition if a revenue generator A
`HOA does not have a mobile site URL for an MNO A 115A
`the service provider 130 may dynamically create a "WAP ad."
`The "WAP ad" may be an offer landing page containing
`detailed information about the revenue generator A HOA.
`The detailed information may include the phone number of
`the revenue generator A lOA, a logo of the revenue generator
`A HOA, an address of the revenue generator A HOA, offers
`and coupons from the revenue generator A HOA, an SMS
`number, software or programs for download, survey materi(cid:173)
`als, marketing materials, mobile advertisement actions, and
`any other relevant or business information about the revenue
`generator A HOA. When a user AA 120AA clicks on the
`advertisement of the revenue generator A 11 OA who does not
`
`015
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`Oct. 1, 2009
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`4
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`have a mobile site, the user AA 120AA may be taken to the
`offer landing page showing the phone number, any mobile
`advertisement actions, and/or logo of the revenue generator A
`HOA.
`[0038] The keywords associated with an ad group may
`represent one or more search terms that the revenue generator
`A HOA wishes to associate with their advertisement gener(cid:173)
`ally, or with one or more of the advertisement's mobile adver(cid:173)
`tisement actions specifically. When a user AA 120AA
`searches for a search keyword via an MNO A 115A associ(cid:173)
`ated with the ad group, the mobile advertisement and the
`associated mobile advertisement actions of the revenue gen(cid:173)
`erator A HOA may be displayed on the search results page.
`The service provider 130 may also implement directory
`search implementations, where the user AA 120AA may click
`through directories of families of related data. In this instance
`the search keyword may be the name of the directory the user
`AA 120AA clicks on. Alternatively or in addition the user AA
`120AA may interact with the service provider 130 through an
`SMS search service or a voice search service.
`[0039] For example, a revenue generator A HOA, such as
`MCDONALDS, may desire to target a mobile advertisement
`for a MCDONALDS BIG MAC to users 120AA-NA on
`MNO A 115A searching for the keywords "BIG MAC."
`MCDONALDS may place a bid with the service provider 130
`for the keyword "BIG MAC" on MNO A 115A. The revenue
`generator A 1110A may also provide any variety of informa(cid:173)
`tion to the service provider 130 including the worldwide
`locations of its businesses, phone numbers of each business
`locations, coupons for one or more of its products, or any
`other relevant information or files. The mobile advertisement
`of the revenue generator A 11 OA may be displayed when one
`of the users 120AA-NA, such as the user AA 120AA, inter(cid:173)
`acts with the service provider 130 via the MNO A 115A. The
`user AA 120AA may search for the keyword "BIG MAC" or
`may click through a directory named "BIG MAC." In addition
`to displaying a description of a "BIG MAC," the advertise(cid:173)
`ment may also display any of a number of mobile advertise(cid:173)
`ment actions, such as a button to get a coupon for a "BIG
`MAC," a button to call MCDONALDS, a button to get direc(cid:173)
`tions to the MCDONALDS most proximate to the location of
`the user AA 120AA, or any other relevant mobile advertise(cid:173)
`ment actions. Alternatively or in addition the service provider
`130 may display the advertisement for a "BIG MAC," and the
`associated mobile advertisement actions, when the user AA
`120AA is located near a MCDONALDS location.
`[0040