System and method for online targeted billboard advertising

{
  "publication_number": "US2006129451A1",
  "country": "US",
  "kind": "A1",
  "title": "System and method for online targeted billboard advertising",
  "abstract": "A system and method are provided for delivering a message while simultaneously promoting a brand in a trusted online environment. The system may include a sponsor selection mechanism for allowing a communicating user to select at least one sponsor from a list of provided sponsors. The system may additionally include a text input area for allowing the communicating user to input text for display in conjunction with the selected sponsor and a target user selection mechanism for allowing the advertising user to select at least one target user for receipt of the selected sponsor display and the input text in a billboard advertisement.",
  "claims": [
    "1. A method for providing a billboard advertisement through an online service, the billboard advertisement composed by an advertising user, the method comprising: displaying an interface to the advertising user, the interface including a sponsor selection mechanism for allowing selection of a billboard sponsor from a list of billboard sponsors, a target user selection mechanism for allowing selection by the advertising user of at least one target user, and a text input region for receiving an input message from the advertising user; processing information input to the displayed interface to create the billboard advertisement; and composing the billboard advertisement including the input message and the at least one selected billboard sponsor for rendering and delivery to the at least one selected target user. 2. The method of claim 1, further comprising providing a private list selection mechanism for selection of the at least one target user, the private list selection mechanism allowing individual target user selection. 3. The method of claim 1, further comprising providing a semi-private list selection mechanism for selection of the at least one target user, the semi-private list selection mechanism allowing selection of a pre-determined group of individuals determined by the advertising user. 4. The method of claim 3, wherein the predetermined group is an online group within an online community provided by the online service. 5. The method of claim 1, further comprising providing a public list selection mechanism for selection of the at least one target user, the public list selection mechanism allowing advertising user selection of a common characteristic of the at least one target user such that the online service is able to select a set of target users sharing the common characteristic. 6. The method of claim 5, wherein the common characteristic includes a location of residence. 7. The method of claim 1, further comprising offering through the online service, a subscription option for potential sponsors in order to be featured on the list of billboard sponsors. 8. The method of claim 1, further comprising processing input information through billboard creation components including a billboard creation website. 9. The method of claim 8, further comprising accessing an advertising database from the billboard creation website to produce the list of billboard sponsors and accessing an address book clearinghouse from the billboard creation website to obtain target user contact information. 10. The method of claim 9, further comprising storing information obtained by the billboard creation website in a billboard database. 11. The method of claim 10, further comprising implementing a billboard publication service to obtain stored information from the billboard database, obtain any blocked contacts from the address book clearinghouse, and publish the billboard advertisement to a user profile store. 12. The method of claim 11, further comprising implementing a billboard composition service to obtain a billboard identifier from the user profile store and billboard details from the billboard database, the billboard composition service composing the billboard advertisement for rendering. 13. A computer readable medium storing computer executable instructions for performing the method of claim 1. 14. A system for delivering a message while simultaneously promoting a brand through an online service, the system comprising: a sponsor selection mechanism for allowing a communicating user to select at least one sponsor from a list of provided sponsors; a text input area for allowing the communicating user to input text for display in conjunction with the selected sponsor; and a target user selection mechanism for allowing the advertising user to select at least one target user for receipt of the selected sponsor display and the input text in a billboard advertisement. 15. The system of claim of claim 14, wherein the target user selection mechanism comprises a private list selection mechanism for selection of the at least one target user, the private list selection mechanism allowing individual target user selection. 16. The system of claim 14, wherein the target user selection mechanism comprises a semi-private list selection mechanism for selection of the at least one target user, the semi-private list selection mechanism allowing selection of a pre-determined group of individuals determined by the communicating user. 17. The system of claim 16, wherein the predetermined group is an online group within an online community provided by the online service. 18. The system of claim 14, wherein the target user selection mechanism further comprises a public list selection mechanism for selection of the at least one target user, the public list selection mechanism allowing communicating user selection of a common characteristic of the at least one target user such that the online service is able to select a set of target users sharing the common characteristic. 19. The system of claim 18, wherein the common characteristic includes a location of residence. 20. The system of claim 14, further comprising a subscription option provided through the online service for potential sponsors in order to be featured on the list of provided sponsors. 21. The system of claim 14, further comprising a billboard creation website for processing input information. 22. The system of claim 21, wherein the billboard creation website accesses an advertising database to produce the list of provided sponsors and accesses an address book clearinghouse to obtain target user contact information. 23. The system of claim 22, further comprising a billboard database for storing information obtained by the billboard creation website. 24. The system of claim 23, further comprising a billboard publication service to obtain stored information from the billboard database, obtain any blocked contacts from the address book clearinghouse, and publish the billboard advertisement to a user profile store. 25. The system of claim 24, further comprising a billboard composition service for obtaining a billboard identifier from the user profile store and billboard details from the billboard database, the billboard composition service composing the billboard advertisement for rendering. 26. A billboard advertisement creation system, the system comprising: a billboard creation website for receiving user input including at least one selected sponsor and at least one target recipient; a billboard database for receiving created billboard information from the billboard creation website; a billboard publication service for obtaining billboard information from the billboard database for publication; and a billboard composition service for preparing the billboard advertisement for rendering. 27. The system of claim 26, wherein the billboard creation website accesses an advertising database to produce a provided list of sponsors and accesses an address book clearinghouse to obtain target user contact information. 28. The system of claim 27, wherein the billboard publication service obtains any blocked contacts from the address book clearinghouse and publishes the billboard advertisement to a user profile store. 29. The system of claim 28, wherein the billboard composition service obtains a billboard identifier from the user profile store and billboard details from the billboard database in order to prepare the billboard advertisement for rendering."
  ],
  "description_excerpt": "None.\n\nNone.\n\nEmbodiments of the present invention relate to a system and method for facilitating targeted online advertisement of products and services through an online service provider.\n\nUsers of online services are targeted increasingly by advertisers attempting to market products and services. Users have become dissatisfied with the commercialization of the Internet. Online advertising is so prevalent that users have adapted to it and largely tune out unsolicited advertisements, thus reducing the effectiveness of online advertising campaigns. The reduced effectiveness is exemplified in the low click-through rate, which has been less than two percent in many instances.\n\nGiven the lack of perceived relevance and lack of user acknowledgement of current advertisements, brand advertisers have shifted towards more intrusive forms of advertising. Intrusive forms of advertising have jeopardized the overall user experience. User loyalty to online services has also been negatively impacted and attrition has been rapid, thereby limiting the overall effectiveness of branding campaigns executed through online services.\n\nToday, online publishers, such as AOL, MSN, and others struggle to accurately represent and market the identity of the user base to drive value and relevance in direct and brand marketing campaigns. Accordingly, a solution is needed that overcomes the drawbacks and shortcomings of the prior art by providing a system and method for enabling users to directly market products and services over the internet and simultaneously illustrate personal and/or group identity.",
  "cpc": [
    "G06Q 30/02",
    "G06Q 30/0261"
  ],
  "ipc": [
    "G07G 1/14",
    "G06Q 30/00"
  ],
  "assignees": [
    "Microsoft Corp"
  ],
  "inventors": [
    "Greg Kohanim",
    "Christine Jefson",
    "George Young"
  ],
  "filing_date": "2004-12-13",
  "publication_date": "2006-06-15",
  "priority_date": "2004-12-13",
  "application_number": "US-970904-A",
  "family_id": "36585224",
  "cited_by_count": 87,
  "citations": [
    "US20010047294A1",
    "US20040186766A1"
  ]
}