WO2001082201A2

WO2001082201A2 - Multiple response means for interactive advertising and information systems

Info

Publication number: WO2001082201A2
Application number: PCT/US2001/013691
Authority: WO
Inventors: Vito Sgaraglino
Original assignee: Individual
Current assignee: Individual
Priority date: 2000-04-26
Filing date: 2001-04-26
Publication date: 2001-11-01
Anticipated expiration: 2002-10-26
Also published as: AU2001261066A1

Description

Multiple Response Means for Interactive Advertising And Information Systems

TECHNICAL FIELD

This invention relates generally to the field of advertising and more specifically to the field of interactive advertising.

BACKGROUND ART

Internet advertising is a new and rapidly growing advertising medium. However, the response rate and effectiveness of Internet advertising has declined rapidly as the use of Internet advertisements has become more widespread and the initial novelty of such advertising has significantly subsided. Currently, the effectiveness of most Internet advertisements is measured by their "click rate", this is, the ratio of the number of times the advertisements are clicked on by Internet users to the number of times the advertisements are viewed. As is well known in the art, Internet advertisements generally include banners having a link to another web page or site such that, by clicking on an Internet advertisement, a user's browser is directed to the other web page or site that then displays information or material that is particularly relevant to the advertisement.

Average click rates are currently on the order of 0.5 to 0.7%. In order to achieve higher rates, advertisers provide advertisements that are well targeted and placed in premium positions on related web pages. For these services, a substantial premium cost is typically paid by the organization placing the advertisement .

There are several reasons for the low click rate of Internet advertisements. Sophisticated Internet users have learned to ignore advertisements. They have done so in part because the number of .advertisements has increased dramatically. Advertisements now permeate many web sites.

Advertisements are also typically poorly targeted. Users have, therefore, found that they rarely are rewarded with information of interest to them even when they take the time to notice an advertisement. The cost/reward ratio from the standpoint of the user is even worse when the user actually clicks on an advertisement. In this case, the user is detoured from their current browsing pattern and must wait for a new page to load. If the user finds that the information on the new page is not of interest to them, then they must browse back to the original page. The time and effort expended in detouring to the new page is a significant cost to the user and represents the primary reasons for not clicking on an advertisement even if it is of some interest to the user .

If a user does click on an advertisement of interest, there are still a number of steps required for the advertisement to be of use to the advertiser. These are not accounted for in the measurement of click rates but are still of importance to the effectiveness of the advertisement. The user must look at the material on the new page to which he has been directed. Once the user looks at the material, the advertisement has achieved its first goal, that is, it has shown the user material supplied by the advertiser .

This result is similar to what a television or billboard advertisement seeks to accomplish. However, television and billboard advertisers depend on repeated impressions to convey a message to a target audience. Repeated impressions are difficult on the Internet due to the fact that most Internet advertisements are displayed on a rotating basis.

Thus a particular advertisement may be displayed only once and for a few seconds at that in a given amount of time. Furthermore, the particular advertisement may only be displayed every nth time a visit to a particular site is initiated. Finally, users are unlikely to click on the same advertisement multiple times without a substantial reward.

Once clicked on, an Internet advertisement directs a user to a web page where the user can optionally take some action such as continuing to browse the information provided or place an order. In some cases however, the user is first taken to the advertiser's home page and must search further for the information the advertisement initially presented to the user. The need to search further provides an additional obstacle to the advertisement's effectiveness.

While at a web page providing relevant information to the user, the user must be willing to investigate, at that moment, the advertised offerings. Otherwise, the opportunity for the advertiser is lost.

Other disadvantages of prior art Internet advertising include the limited options available to the user for retaining the information provided in the advertisement. These options are limited to saving the Universal Resource Locator (URL) of the web page and saving, printing, or copying the web page. All of these take additional effort or knowledge on the user' s part .

In this respect, Internet advertisement is similar to television advertisements that solicit the viewer to write down a phone number and make a phone call or visit a local retail outlet. In the case of television, advertisers conventionally give viewers many opportunities to respond as by displaying the advertisement periodically over the course of a predetermined period of time. As is well know in the advertising art, such efforts are necessary to elicit the desired response from the viewer.

With the introduction of interactive television, interactive radio, and interactive wireless devices including telephones, additional opportunities for advertisers exist. Thus, for example, advertisements tagged on to voice, e-mail, or other types of messages are known in the art. However, conventional advertising in these new media suffers from the same disadvantages of web page advertising.

This invention further provides aspects having features related to current order processing technology. For example, there are Internet technologies related to order processing that allow a user to purchase a product by single clicking an object. Using these technologies, the user completes a pre-defined order form prior to clicking the object and receives the product through the mail. Additionally, the user receives a confirming e-mail message without any further input from the user. However, prior to using the single click function, the user must make product selections. Furthermore, existing single click ordering systems function only from a dedicated web site, are used for purchasing products, and require user credit card or other billing information.

DISCLOSURE OF INVENTION

A system and method for providing information to a user in response to a user request is disclosed. The method includes the steps of displaying an object, the object including a selectable area, receiving the user request responsive to selection of the selectable area, retrieving a user delivery address, retrieving information associated with the selectable area, and delivering the information to the user address.

The system includes a user interface, an object displayable on the user interface, an input device for selecting the object, a program operable to receive the user selection, address data associated with the user, information associated with the object, and a device operable to deliver the information to the address data.

The foregoing and other objects and advantages of the disclosed system and method will become apparent to those of ordinary skill in the art after having read the following detailed description of the several aspects of the invention that are illustrated in the various drawing figures.

BRIEF DESCRIPTION OF DRAWING

FIG. 1 is a block diagram illustrating a system according to one aspect of the invention;

FIG. 2 is a flowchart illustrating steps of a method according to another aspect of the invention;

FIG. 3 is a block diagram illustrating a system according to another aspect of the invention;

FIG. 4 is a flowchart illustrating steps of method according to another aspect of the invention;

FIG. 5 is a block diagram illustrating a system according to yet another aspect of the invention; and

FIG. 6 is a flowchart illustrating steps of a method according to yet another aspect of the invention.

MODES FOR CARRYING OUT THE INVENTION

In a first aspect and as illustrated in FIG. 1, the system of the invention includes a user interface 100, an advertisement 101 conveyed to the user through the user interface 100, a program 102 responsive to user input, user address data 103 accessible by the program

102 and having at least one preferred delivery address 106, follow-up material 104 accessible by the program 102, and communication means 105. Follow-up material 104 includes information such as video and audio. Communication means 105 is operable to deliver follow- up material 104 to the user at an address associated with the user and stored in user address data 103.

In another aspect of the invention, user address data

103 includes user address information entered prior to user input through user interface 100. Further, the program 102 provides means that allow the user to indicate if he or she is interested in the advertisement. In this manner, user input through user interface 100, including a single user request, is operable to direct program 102 to read the user address data 103 and to send the follow-up material 104 to the user address through communication means 105.

In yet another aspect of the invention, communication means 105 is operable to send the follow-up material 104 to interfaces other than user interface 100.

In still yet another aspect of the invention, the user address data 103 and the follow-up material 104 are stored independently of one another.

In an aspect of the invention, the interface 100 includes a web browser run on a personal computer and the advertisement 101 includes a display advertisement in the form of a bitmap. Further, the program 102 responsive to user input includes a Java-based software program and the address data 103 includes an e-mail address associated with the user and is stored on the user' s personal computer in the form of a cookie or other such identifying technology. Follow- up material 104 includes a message describing the attributes of a product and communication means 105 includes an e-mail server for sending e-mail over the Internet . A method in accordance with the invention is illustrated in FIG. 2. In a first step 200, the advertisement 101 is conveyed to the user through the interface 100 and the program 102 is initiated. In a step 201 the program 102 determines if the user has indicated his interest in the advertisement such as by clicking on the advertisement 101. If the user has indicated his interest, the program 102 then retrieves the user address data 103 in a step 202. In a step

203 follow-up material 104 is collected and, in a step 204, the follow-up material 104 is sent through the communication means 105 using address data 103. In this manner the user can select when to view the information delivered. The delivery thereby does not interrupt their current activity.

In another aspect of the invention, the recipient of the user request includes an entity independent of an entity displaying the object such as an object owner.

In another aspect of the invention, the user interface 100 includes an Internet browser having the functionality of step 201. In yet another aspect of the invention shown in FIG. 3, an interface 301 includes an interactive advertising device 300 comprising selectable inputs including at least one active area including active area 302 and active area 303. Active areas 302 and 303 provide the user with alternative means of responding to an advertisement. The active areas 302 and 303 are distinguishable from one another by their visual appearance and/or by their underlying function. When selected, each of the active areas 302 and 303 can initiate the execution of a different process as further described below.

In an aspect of the invention, interface 301 includes an Internet browser and the interactive advertising device 300 includes an advertisement with two or more parts. The two or more parts of the advertisement use different color, image, text or other features (not shown) to distinguish the two or more active areas 302 and 303. When the user selects either of the active areas 320 or 303, the program 102 is executed in accordance with the particular active area 302 or 303 selected. In another aspect of the invention, interface 301 includes a television device having an address such as an interactive television, a set-top box, and the like. Interactive advertising device 300 includes a video advertisement and the active areas 302 and 303 have spatial and/or temporal distinguishing attributes. Additionally, the television device includes an identification.

In yet another aspect of the invention interactive advertising device 300 fits a standard advertisement design and can be loaded through a single reference.

In an aspect of the invention, the interface 301 includes multiple modes of input to display an advertisement and select active areas 302 and 303. These modes of input include, for example, alternate buttons on an input device (not shown) , the ability to select alternative areas on the interface 301 itself, or the like.

With reference to FIG. 4, a method in accordance with an aspect of the invention is illustrated. In a first step 400 an advertisement is displayed to the user on a user interface such as interface 100. Next, in a step 401, user input is monitored. When user input is received, the input is analyzed by an algorithm in a step 402. This algorithm determines which of steps

403, 404, and/or 405 is used to obtain a user address and a communication means, or whether steps designated 406 and 407 are performed in which case the user address is not obtained. The user address obtained includes a user address obtained from address data 103. The communication means include e-mail, telephony, postal mail, a new version of the interface, a file saved to storage media, or any other data transmission method.

After obtaining user address information, follow-up material 104 is collected in either a step 408 or a step 409 as determined by the algorithm. As indicated in FIG. 4 the follow-up material collected is dependent upon the user address and sending means. Thus in step 408 follow-up material X is collected whereas in step 409 follow-up material Z is collected. Follow-up material is customizable as a function of information known about the user, the user address, the type of advertisement, the advertiser, the user interface, the date and time of day, the location of the advertisement, or the like. Finally, follow-up material is sent to the user address or addresses in a step 410.

In an aspect of the invention user interface 100 includes a telephone and the advertisement 101 includes an audio message. During and after the playing of the audio message the user has the option of pressing different buttons on the telephone keypad or responding by voice command. Pushing a button or speaking a voice command results in further information being played immediately over the telephone. Pushing a second button or speaking a second voice command results in information being mailed to the user via e-mail. Pushing a third button or speaking a third command optionally does not interrupt the audio message or anything following the audio message.

In another aspect, interface 100 includes a wireless telephone, beeper, or other wireless device. The advertisement 101 includes a displayed text message or small image. Using the data entry features of the interface 100, the advertisement 101 is selectable. The follow-up material 104 is either delivered immediately through audio or text means or as a message to one or more preferred delivery addresses 106. The user address includes the cellular phone number or the wireless account number.

Advantageously, such devices can be used to facilitate the delivery of large amounts of follow-up material 104 not conventionally accessible through the restricted bandwidth or displayable on the small displays of such devices. Furthermore, the inventive system and method of the invention provide for selection of an object, including a small amount of text or audio component, and the consequent provision of a large amount of follow-up material 104 including text, graphics, video, or other data that is significantly larger than the object.

In another aspect of the invention, the user interface 100 includes an interactive television. The advertisement 101 includes a video message that may include selectable active areas or hot spots . During the playing of the video message the user has the option of pressing different buttons on an input control device. Pushing a first button results in follow-up material 104 being displayed upon the user interface 100 immediately. Pushing another button results in follow-up material 104 being provided to the user including being mailed to the user via e- mail, saved on a storage device coupled to the interactive television, or provided via other delivery means. Advantageously, user selection of active areas does not substantially interrupt the video display or anything that follows it. Alternatively, selection is enabled through pointing to or clicking on active areas or hot spots on the video image. These active areas or hot spots include functionality to associate each active area or hot spot with specific items including a piece of clothing or the like.

FIG. 5 illustrates a system in accordance with another aspect of the invention. The system includes a user interface 500, an advertisement 501 conveyed to the user through the user interface 500, a program 502 responsive to user input, and a server 580 accessible by program 502. The server 580 includes a database 560 having address data 503 including preferred delivery address 506, and follow-up material 504 including information to be sent to address data 503 associated with a user. The system further includes user identifying means 510 accessible by program 502 including telephone identification and cookies, communication means 505 accessible by the program 502, and advertisement identification means 520 accessible by the program 502.

The program 502 further includes an encryption/decryption engine 530 to protect personal information of the user, access control means 550 to control access to address data, means for changing the advertisement, and tracking means for logging activity of the system (not shown) .

In one aspect of the invention, database 560 includes a distributed database and program 502 includes code operating on server 580 and interface 100. Further, user identification means 510 includes a key to address data 503 and a telephone identification.

With reference to FIG. 6, a method in accordance with an aspect of the invention is illustrated. In a first step 600 a user performs a registration process either electronically or non-electronically . During the registration process the user provides a user alphanumeric identification used to identify and track the user's activities, the preferred delivery address 506, and a desired level of confidentially. Step 600 further includes the provision of alternative message addresses, passwords, and further user information. Step 600 also includes the provision of the user option of storing the identification on a user computer. In this form, the identification includes an encrypted cookie, processor identification, a file accessible by a browser plug-in, or the like. The registration process includes a process over a secure Internet connection.

Address data 503 includes a type of address to which data can be sent including e-mail, postal mailing, file location, ftp site, web page, telephone/FAX number, and the like.

Alternative desired levels of confidentially include: a) the user address may not to be revealed to any other party; b) the user address may only be revealed to advertisers whose advertisements the user has selected; c) the user address may be revealed to a select group chosen by the user or d) the user address may be made public. Alternative message address data 503 can also be entered and used for delivery of follow-up material 504. Alternative message address data 503 enables the user to select, at the time of a request, alternate address to which data may be sent.

Password access is provided to enable a user to change their address information or other data. Other personal information is optionally collected. For example, a user could request that advertisements for adult material be blocked or sent to an alternative address location. The system further includes functionality to work in conjunction with filtering software such as "NetNanny" or "SurfWatch".

Upon completion of the registration process, the collected data is stored is a step 601. In one aspect of the invention the data is stored in a secure remote site, such as server 580, and distinct from the interface used by the user. The data is stored in a non-public manner with limited access. In an aspect of the invention an independent third party manages the data and storage location. Account information optionally includes means by which the user may change their registration information.

Account information is sent to the preferred delivery address 506 when registration information is added or changed.

In a step 602 an advertisement 501 is displayed to the user. Step 602 is not dependent on the user registration and data storage process described above and in one aspect precedes user registration. The display occurs, for example, in the form of a banner or other type of advertisement 501 on a web page.

Each advertisement includes an identifier unique to the advertisement 501, advertiser, the specific location displayed, and/or to some other information available to the advertiser, such as a cookie.

In an aspect of the invention, the advertisement 501 includes at least two active areas as described with reference to interactive advertising device 300, the at least two active areas distinguishable one from the other through trademarks, colors, graphics, symbols, or the like. Further, the advertisement 501 includes a conventional URL link which directs the user to a new URL upon being selected.

In a step 603 the method in accordance with the invention waits for the user to click or otherwise select either an active area or the URL link. In a step 604, the user's selection is checked and if the user has selected the URL link, in a step 605 the URL is passed to the user' s browser for navigation and the method ends. Otherwise, the user has selected an active area and processing proceeds to a step 606 in which computer instructions associated with advertisement 501 are executed. These instructions first change the appearance of the advertisement 501, in a step 607, to indicate to the user that the click has been accepted.

In a step 610 it is determined if user identification means 510 is available. If user identification means 510 cannot be found, then the registration process is executed in steps 608 and 609 in which the user registers and the user data is stored respectively. This registration process differs from that of steps 600 and 601, in that the user is given the option of entering an existing user identification in case they are already registered and the user identification means 510 was not properly stored on the computer.

In steps 611 and 612 the process accesses both user identification means 510 and advertisement identification means 520, associated with the advertisement 501 respectively. In a step 613 these data are encrypted, along with an authentication code, using encryption/decryption engine 530. The encrypted data is sent, in a step 614, over the Internet to a trusted party operable to decrypt the data, using encryption/decryption engine 530. In a step 615 the data is decrypted. The trusted party confirms the authentication code in a step 616 and in a step 617 the trusted party queries address data 503 in database 560 and collects the correct user address information based on the user identification means 510. If, as determined in a step 618, more than one preferred address is specified a small pop-up window is displayed in a step 619 on the interface 500 asking the user which addresses to use. In an aspect of the process, information can be sent to more than one address .

The trusted party queries the database 560 and collects follow-up material 504 to be sent based on the advertisement identification means 520 and the type of user address in a step 620. The material is then sent to the user's addresses in a step 621. If the user has given permission, then the user's address information is also supplied to the advertiser in a step 622. Finally, in a step 623, the activity is logged. This log file is used for billing the advertiser and can be made available to the user so that they can monitor their own activity. Logging information may include the advertisement shown, the location of the advertisement, or the other advertisements the user has visited.

While particular aspects of this invention have been shown in the drawings and described above, it will be apparent, that many changes can be made in the form, arrangement and positioning of the various elements of the combination. In consideration thereof it should be understood that aspects of this invention disclosed herein are intended to be illustrative only and not intended to limit the scope of the invention.

Described below are numerous possible aspects of this invention that illustrate the invention' s use in various advertising media. It should be appreciated that a number of the terms used in this document can be defined in ways that constitute different aspects, but all such aspects are deemed to be within the scope of the appended claims .

Data and follow-up material 104, 504 can take the form of advertisements, product information, products or services, programs, images, audio, video, text, printed material, magnetic tape, or information conveyed on any other forms of data storage media.

Advertisements 101, 501 can take the form of display ads, audio, video, text, graphics, rich media or any other forms of advertising display technology. Further the advertisements 101, 501 include hyperlinks, buttons, or any other media that allows a user or potential customer to ask for further information or request a product. Advertiser refers to either the entity placing the advertisement 101, 501 and/or third parties acting as an agent or on behalf of the entity placing the ad, or the web site on which the advertisement 101, 501 is displayed.

The interface 100, 500 includes the medium by which the advertisement is presented to the user. The interface 100, 500 includes a web browser, a web page, a voice mail system, a software or hardware program, a computing device, a sound system, an interactive television screen, a wireless device, a display screen, printed matter, or any other interactive communication device that includes the means by which an advertisement is delivered.

The term click applies to using a mouse or other input device to select an item on a computer screen or other type of electronic screen device for the purpose of delivering information to the user. Click also includes any means by which a user can make a selection. This includes touching, typing, speaking, looking toward, waiting a period of time, pushing a button, pointing with a device, and gesturing.

An address includes any location that data can be sent to and received, either electronically or physically, by a user. The address includes e-mail addresses, directories in a file system, files, postal mailing addresses, telephone numbers, FAX numbers, storage locations on interactive televisions, storage locations on interactive radios, private television channels, instant messaging handles, web pages, video, display screens, and any other locating means for sending data.

Computers include such devices as personal computers, network computers, television top computers, interactive televisions, internet enabled televisions, interactive radios, personal digital assistants, telephones, cellular telephones, electronic books, beepers, internet enabled devices/appliances, and other devices for sending or receiving media and or information in electronic, audio or visual form. Cookies refer to current technology that allows for identifying or tracking a specific user by means of placing a recognition file termed a cookie on the user's computer. Cookies also include alternative user identification means 510 including any other electronic data, voice or visual data, and code or script. User identification means also include any other means used for the purpose of recognizing Internet site visitors or users of other interactive media, such as dialing, vocal data, or electronic log in procedures. User identification means further include browser plug-ins, software programs, hardware programs, digital cable ids, DSL ids, IP addresses, caller ids, phone numbers, speech patterns, voice recognition, and processor or Ethernet identifiers.

Internet communications broadly includes communications over networks, phone lines, wireless systems, direct electrical connections, and any system capable of transmitting digital data as well as live or delayed communications.

Program 102, 502 includes a Java, or other programming language program, embedded code, compiled code, and script implemented in hardware or software. Program 102, 502 also includes the hardware used to store a program or code. Program 102, 502 further includes either client and/or server side applets and a browser plug-in.

Server 580 includes any computing device capable of supporting database 560 and aspects of program 102, 502.

Aspects of the invention involve media other than the Internet. Any advertising medium that allows user input can use the technology of the invention. These media include interactive television, radio, telephone, electronic newspapers, electronic books, electronic magazines, pagers, wireless communication devices, and the like. The disclosed system and method is operable in any situation wherein information is requested. Thus, the advertisement can be an item that indicates that information is available .

The disclosed system and method further are operable in any information retrieval or delivery system and are not limited to those that advertise a specific product or service. The system and method can optionally be used as a registration system to, for example, sign up for an opt-in mailing list. In this case address data 103, 503 of the user are added to the mailing list instead of being used to immediately deliver follow-up material 104, 504.

In another aspect of the invention after an advertisement 101, 501 is selected the advertisement is changed so that the user knows the click has been formally recognized. After a period of time (i.e. 3 seconds) an alternate advertisement 101, 501 is displayed that has already been downloaded to the client. Several different advertisements can be displayed without reloading a web page or otherwise reinitializing interface 100, 500.

In yet another aspect of the invention, advertisement 101, 501 can include a timer indicating how much longer it will be displayed. At the end of the timed period a new advertisement is displayed in place of the advertisement 101, 501. In this manner the number of advertisements displayed is increased. In an aspect of the invention the new advertisement is downloaded before or during the display of the advertisement 101, 501. Program code 102, 502 associated with the advertisements controls this process. The use of a timer within an advertisement is optionally independent of any other functionality the advertisement 101, 501 has.

Although a purchase is not required by the system and method of the invention, in one aspect of the invention, delivery options are dependent on a user profile. The delivery options include functions of income or history. For example, a user with a history of frequent purchases or high income receives follow- up material 104, 504 including a fancier, more expensive, brochure mailed to them. Alternatively, a user with a history of frequent purchases or high income may get a delivery by faster shipping method. Furthermore, the sender of follow-up material 104, 504 bills for rapid FedEx™ delivery or other delivery options .

In another aspect of the invention, the sender of follow-up material 104, 504 sends an entire product instead of just follow-up material. In this case the user is billed using pre-registered information. In an aspect of the invention, database 560 is managed by an independent third party, thereby providing site- independent single click purchasing. The single click purchase can be made from any interface 100, 500 on which an advertisement 101, 501 is shown. For example, the single click purchase can be made from any independent web site displaying advertisement 101, 501.

In yet another aspect of the invention, security certificates are used to assure the integrity of user identification means 510. Security certificates include public key encryption, a one-way hash, or any of the many available encoding methods.

In another aspect of the invention, the request for information comes from the user in the form of an automatically generated e-mail. An automatically generated e-mail is differentiated from the execution of a standard mailto function in several ways. These include, for example, the elimination of several user actions, use of an advertisement identification means 520 and a user identification means 510, and the resulting delivery of follow-up material 104, 504 related to an advertisement 101, 501. The eliminated user steps include the following: having to view an e- mail client window, having to enter text or information into an e-mail client, having to push a button or execute a command to send the mail to an outbox or to an e-mail server, having to send mail from the outbox to an e-mail server, and having to transfer the mail from an electronic device to a computer capable of communicating e-mail. Automatically generated e-mail is implemented by code that places an appropriate file in a user's outbox. In the above discussion, e-mail optionally includes other messages in standard file formats conveyed over a computer network.

Selecting an advertisement 101, 501 is accomplished through methods other than clicking directly on the advertisement. These methods include, for example, a custom browser button or menu item, an interactive TV button (remote or on set) or menu item, and any other input device used to interact with the interactive interface 100. These include devices that are used to point to a specific region on a screen or at a specific display or item.

In another aspect of the invention, the method includes adding an option to a menu generated when an advertisement 101, 501, or data associated with a link, is "right clicked" in a browser. The option includes a menu option to "Get Info". Selecting the Get Info option automatically saves, in a single operation, both the link and the image/text associated with the advertisement 101, 501. The information is immediately delivered or stored for later retrieval. Storage methods include storage as a file or storage as an automatically generated e-mail. "Right-clicked" means any of the available alternative means of selecting an item.

The data associated with a link can be an advertisement 101, 501, an image, text, or other interactive media. "Get Info" could be any text indicating that the information is to be retrieved. This aspect does not require that a user be pre- registered or that the data associated with a link have any special characteristics other then the combination of a visual or audio message and address data. Additional code, either independent or tied to the interface 100, 500, can be used to view, organize, sort, or access the saved information. This aspect can be implemented as a software plug-in to interface 100, 500 such as a browser plug-in.

In an example of the practice of this aspect of the invention, after installing a browser plug-in, a user views a web and sees a^' link of interest. The user uses the new menu option provided by the plug-in to save or copy, in a single step, both a link and the text associated with it. The information is saved to an indexed file for later viewing with a browser. Since the text and link are handled as one element, the text continues to provide context or information about the link.

In another aspect of the invention, customer information is administered. This administration includes the confidential sharing of information between several independent entities offering advertisements 101, 501 using the system and method of the invention. If several entities are all registering users, or collecting other information, there are times when each entity wishes to keep it's own information confidential but at the same time there is an advantage to making selected information available for use by all parties. Each entity registering users wants to keep the actual user information confidential because this information can have value for other purposes. However, the entities also benefit from sharing information such that users do not have to register with every entity or advertiser offering advertisements 101, 501. Other examples of applications with similar needs include, for example, electronic wallets, instant messaging, medical reporting, storage of user preferences, user browsing habits, and the like.

In another aspect of the invention, a method is provided to enable a single user registration which satisfies the registration needs of all parties. This is done without revealing the registration information to all of the parties. Some parties are able to use the registration information without knowledge of the information's details. Advantageously, the party that initiated the registration need not share all information about a user with competitors. Further a single registration can be shared between many parties and, as such, the value of registrations is increased for all parties.

The following example illustrates this aspect of the invention. First assume that the systems and method of the invention are implemented by four different parties Companies A, B, C and D whose business it is to supply banner advertisements to web sites. A user clicks on a banner advertisement 101, 501 supplied by Company A and registers her e-mail address. Company A or an independent fifth party controls the registration window. The confidential e-mail address is sent directly or through Company A to the fifth party. A cookie is stored on the user's computer as a user identification means 510. Later, when the user responds to an advertisement 101, 501 supplied by Company B, Company B receives an advertisement identification means 520 associated with the advertisement 101, 501 and the user identification means 510 associated with the user. Company B then forms a message that includes the material to be sent to the user and the user identification means 510. This message is sent to the independent fifth party. The fifth party then uses the user identification means 510 to determine the user's preferred messaging address and sends follow-up material 104, 504 on to that address. User identification means 510 can be converted to actual messaging addresses either through a look-up table, decryption of information contained within user identification means 510, or both.

Through this approach it is possible to hide the confidential user's messaging address from all parties other than the user and the fifth party. Further security is available through the use of a registration window, in which the user enters their preferred messaging address, that includes a script or program that encrypts the address using a public key or other encryption algorithm. The only decryption is performed by the fifth party just before sending requested information to the user. In this manner the messaging address is never stored, anywhere, in a non- encrypted form. This greatly increases the security of the user information. The described method of increasing security can be employed with data other than the user' s preferred messaging addresses. For example, increased security can be provided to information regarding credit cards, social security numbers, addresses, phone numbers, medical information, browsing history, usage history, and the like. As used herein usage history includes any information about the user or use of the current interactive media, or any information about the device used to access the media.

The described method is therefore applicable to other applications including e-commerce transactions wherein monetary media such as credit cards are used. For example, when a credit card purchase is made on the Internet it is common for the seller to store the credit card information on their computers. If this information is encrypted before it leaves the user's computer it is much safer. Decryption only occurs when information is sent to the bank, credit card company, or other end user. At each stage in the processing of the information, it is also possible to decrypt and re-encrypt with a new key in a segmented manner that assures that the user's personal information is never fully decrypted until it reaches the credit card company or other end user.

User registration, such as occurs in step 600, includes a wide variety of information beyond a simple messaging address. Applications of such registration includes e-wallets, instant messaging, and the like.

An added advantage of having a third party decode user identification means 510 into a messaging address or other information is that it is easier to prevent spoofing of the system with fake requests. Each entity licensed to use the system of the invention or access database 560 has a unique identification or certificate that assures that a request to send information originates from a reliable source. Further, having a third party decode user identification means 510 into messaging addresses or other information enables the decoding in other than real time. No immediate response to the user is required. Since reasonable delays are possible, the queuing and processing of requests can be organized in a much more efficient manner. Another advantage of having a third party decode user identification means 510 into messaging addresses is that the process of fulfilling the customer's request is distributed over multiple computer resources. This maximizes the use of each piece of equipment and prevents the overloading of any single resource.

In another aspect of the invention, a user has more than one user identification means 510. For example the user identification means 510 associated with an Internet browser on a computer can be different than the user identification means 510 associated with a television remote. Multiple household members also have their own unique user identification means 510. In this aspect of the invention program 102, 502 distinguishes user identification means 510 when there are multiple users and user identification means 510 sharing the same device. This is accomplished through any of the following means: a pop-up window that allows users to enter an identifying text or password; a pop-up window that allows users to select from a list; a menu option that lets users select from a list (the menu option may be accessed through a right-click or a new or existing interface browser button.); and a user log-in profile. When the computer is an audio interface, such as a cellular phone, voice recognition can be used for identification. Different active areas of an advertisement 101, 501 result in responses using different user identification means 510.

In another aspect of the invention, a user chooses the method of information delivery each time a request for follow-up material 104, 504 is made. For example, the user chooses between delivery by e-mail or post. This choice is made through standard input mechanisms such as a small pop-up browser window. Alternatively it is made through unique means including new menu items on the menu shown in a browser when an item is right- clicked, new browser buttons, and selection of different areas of an advertisement 101, 501.

The availability of menu options and other selection devices such as buttons is a function of advertisement identification means 520. The availability of delivery options can alternatively be a function of the advertisement identification means 520. For example, not all advertisements 101, 501 may allow delivery of material by post. In yet another aspect of the invention, a caller id telephone number or cellular account number is used as a user identification means 510.

In another aspect of the invention, an advertisement 101, 501 can be included as an attachment or component of an e-mail or other message. Thus, the response to an advertisement 101, 501 includes another advertisement 101, 501.

In yet still another aspect of the invention follow-up material 104, 504 includes information or code that allows the follow-up material 104, 504 to be stored in a convenient manner. For example, follow-up material 104, 504 includes a keyword index that allows it to be searched and sorted more easily by an independent program. Alternatively, follow-up material 104, 504 is automatically stored in a specific file directory after delivery. A message client (program) is used to examine the messages and utilize information or code within the messages to sort, organize, retrieve, and more quickly examine the contents of the messages. In another aspect of the invention, follow-up material 104, 504 is customized and individualized. For example, follow-up material 104, 504 includes a coupon or discount code that enhances an economic transaction for the recipient. Follow-up material 104, 504 includes an affiliate or message identification that identifies the source of any transactions that later result as a consequence of the message. Follow-up material 104, 504 includes functionality that allows users to directly place an order for a product or service. Ordering is accomplished by the user executing a "single click" or by replying to the message. These capabilities are all important in measuring the effectiveness of the original advertisement. Further, examples of these capabilities are set forth below.

In another aspect of the invention follow-up material 104, 504 includes a coupon that offers a discount on a product or service. This discount is customizable in each follow-up material 104, 504 sent. Some of the customizable features include the amount of a discount, the available time period, and where the discount may be claimed. These features are determinable based on factors that are known about the individual user, such as past history, or on factors that are known about the advertisement 101, 501 that generated the request for follow-up material 104, 504, such as the advertisement 101, 501 content and its location. The coupon includes a unique identifier or code that identifies it. When the coupon is used, the transaction is associatable with all components of the process including the user, advertisement 101, 501, and place where the advertisement 101, 501 was displayed. Thus, both on and off-line buying patterns of the user can be associated with information about their browsing or viewing habits and their advertisement response habits.

Follow-up material 104, 504 provides unique aspects relating to the way the coupon is delivered. The user can request the coupon with a single-action "click". In this manner an advertiser is provided with the ability to track the effectiveness of advertisements completely.

In another aspect of the invention, an advertisement 101, 501 posted on a display medium, such as a web page, provided by an "affiliate" to a primary merchant, such as a web site, can be identified as coming from the affiliate's medium. Based on these identifications commissions can be paid. Further, a cookie associated with the specific affiliate program need not be placed on the customer's computer. The affiliate displaying the advertisement 101, 501 also need not provide a link directly to a primary merchant's web site. Instead there may be no link, or a link may be in the message delivered or an associated coupon. This is an advantage to the affiliate since it prevents customers from being directed away from their site. This feature allows affiliate relationships and customer referral systems to operate from any information source related to the invention such as an advertisement 101, 501. Further, the affiliate need not be registered as an affiliate directly with the primary merchant. For example, the affiliate could be registered with the manager of the database 560.

In another example, the affiliate information need not be transmitted directly to the primary merchant. The affiliate need not include a specific link on their web site. The affiliate web site need not be reprogrammed to accommodate the affiliate relationship. The affiliate transaction need not be associated with an electronic or non-electronic purchase. The affiliate identity need not be disclosed to the primary merchant. In this manner an affiliate program can be established without being restricted to computer networks and hypertext media. As described above the system and method of the invention can be used to establish affiliate relationships with most interactive and many traditionally non-interactive media.

In yet another aspect of the invention a request for follow-up material 104, 504 does not necessarily result in a reloading of a new interface 100, 500 image, page, or other material. Therefore, confirmation of a selection can be made by executing software code that is already loaded as part of the advertisement display or audio. An advertisement 101, 501 need not be tied to a specific item shown on the current interface. The functionality of the invention need not be "enabled" by the user and an associated flag to indicate an on/off condition need not be used. In another aspect of then invention, a response to an advertisement such as an advertisement 101, 501 need not involve a purchase or financial transaction. Advertisement 101, 501 can be interchangeable with other standard advertisements such as standard sized Internet banner advertisements. Their use, therefore, does not require re-coding of the advertising pages.

A wide variety of user activities can be tracked and logged using aspects of the invention. In one aspect of the invention, the user is allowed to select the degree to which information is recorded and how it is used.

In yet another aspect of the invention users are provided with "login" capability giving them access to and the ability to change their settings, preferences, and history. Information about this ability can be delivered to the preferred delivery address 106, 506 after registration.

In other aspects of the invention the system and method provide functionality to checkout (point of purchase) video displays, gas station pump video displays, airplane/bus and other transportation-based video displays, electronic games, video games, electronic books and magazines, electronic picture frames, electronic maps, computer interfaces, screensavers, push technology information systems, and kiosks, electronic control panels, software advertisements such as those imbedded in shareware products like pkzip.exe. These media display devices also include advertisements running along the edge of television screens, computer screens, browser windows, or other display devices.

While the system and method of the invention is applicable to new types of interactive media as they become available, it is also applicable to standard (non-interactive) media when an added component is used to interact with the static media. These include the interface of computing devices with static display advertisements including billboards, signs, UPC codes, and illustrations. The elements that make a static display advertisement into an advertisement 101, 501 are included as a physical characteristic of almost any product. They are also not limited to visual presentations but may also be audio. For example a display advertisement 101, 501 can have an identifying characteristic element such as a bar code, lettering, design, or logo. In one aspect of the invention, the user points a device, capable of reading the identifying characteristic, at the advertisement 101, 501. Information is read into the device. Later the device is connected to a communications means 105, 505 such as a computer network or telephone line. The identifying characteristic of the advertisement are then be passed, along with a user identifying means 510, to the program 102, 502 that processes the information using the system and method of the present invention in a similar manner as if it had come from a Internet based advertisement 101, 501. The reading device includes a Palm Pilot or handheld computing type device with a barcode reader or IR port. Static display advertisements 101, 501 include IR emitters.

In another aspect of the invention, the user points the infrared port of a Palm Pilot or other device at the billboard and executes a receive command. Later the user synchronizes the device with a computer and the information request is sent over the Internet. As with other aspects of the invention, follow-up material 104, 504 relating to the product is then sent to the user for later use.

In yet another aspect of the invention, a cellular phone is used to enable a static advertisement 101, 501. As described above, user registration information can be used across multiple vendors and communication services providers. In this manner the methods by which such transactions can take place is facilitated.

In another aspect of the invention interface 100, 500 is audio and the advertisement 101, 501 is played over a radio. Identifying sounds in the audio are detected by a device with an audio input, such as a cellular phone. This information is then used as advertisement identification means 520. The cellular phone is used to request follow-up material 104, 504. The same process can be used for a video advertisement, such as on television or on videotape. In this case either the audio or visual portions, or both, could have the identifying information. This is an example in which even a standard, non- interactive, television advertisement could employ aspects of the invention. For example, using these aspects a user need not write down numbers from the television screen. Instead the user holds a device, such as a telephone or cellular telephone, up to the television and the device is operated to recognized advertisement identification means 520 within the advertisement 101, 501. If the device is a telephone, the advertisement identification means 520 can be used to immediately connect the user with the number.

It is not necessary that user identification means 510 be stored electronically. For example, some point of purchase systems now display video messages to customers while they are waiting. Examples include some gas station pump units and displays at checkout lines. With these systems the user may desire to just type an identification number onto a keyboard or swipe a credit card. The identification number or credit card number are used as user identification means 510 and follow-up material is provide as described above. The communications networks used for credit card verification can be used as communication means 105, 505 in another aspect of the invention.

An advantage gained in various aspects of the invention is that the user is not required to reveal confidential information such as a telephone number, e-mail, or postal mail address. Optionally, user identification means 510 can only be used in conjunction with valid advertisement identification means 520. Thus, the source of spam or unwanted material can be identified and blocked. The user identification means 510 is thus made useful only to entities presenting proper advertisements 101, 501. A user is much more likely to provide a user identification than an e-mail address. For added confidentiality users optionally can change their user identification means 510. User identification means 510 is much more convenient to change than an e-mail or postal mailing address.

In another aspect of the invention a user response to an advertisement 101, 501 includes methods other than clicking. Activation can, but is not required to be, a "single action" event. For example, a dedicated input device such as a barcode reader can be designed such that certain types of input are assumed to be requests for follow-up material 104, 504. This is illustrated by the following example. A device, such as a telephone, is associated with a barcode scanner or character reader. The scanner is pointed at a printed programming guide such as a television guide. The device reads information about the specific programming to which the device is pointed. A request for that information is sent, along with a user identification means 510, out over telephone, cable, electrical, or computer networks to a provider of television content. As a result the specific programming requested is transmitted to the user.

In another example, a device, such as a cooking device, is associated with a barcode scanner or character reader. A user holds up a product containing a barcode to the scanner and the barcode is read. This data is automatically treated as a request for follow-up material 104, 504. The read data is sent, along with user identification means 510, over communication means 105, 505. Using this data, information, such as instructions on how to cook a product, is sent to the user. Alternatively, the same device can include a user settable selection that results in the data being used to update an inventory or shopping list.

In the above description of various aspects involving the telephone as the interactive device, the user optionally presses different buttons to request advertised information. Alternatively, use of voice recognition or other input methods for indicating a selection is enabled. Similarly, advertisements can be presented on the phone or beeper interface in a visual form.

In another aspect of the invention, a browser plug-in or other code records the most recent advertisements 101, 501 displayed and gives the user an opportunity to redisplay one or more of these advertisements 101, 501. Further, it should be appreciated that advertisements 101, 501 are completely interchangeable with standard advertisements in the same media. These standard advertisements include, for example, the standard advertisements used for conventional Internet banners (468 x 60 pixel or other size). Standard advertisements and advertisements 101, 501 are interspersed within the same advertisement rotation.

In another aspect of the invention, functionality is provided for looking for/at the user identification means or plug-in before displaying the advertisement. For example, if the user is not registered, the advertisement 101, 501 can include text asking the user to register at that time or other text describing how the disclosed system and method operates or benefits registered users. In contrast, if the user is registered, the advertisement 101, 501 includes text showing the user' s preferred delivery address 106, 506. If the user using an interface is registered with multiple preferred delivery addresses 106, 506 or multiple user identification means 510 are available (as with several users using the same device) , the advertisement 101, 501 includes a separate, active area for one or several of the user identification means 510 or preferred delivery addresses 106, 506. Each active area includes means for indicating which address it is associated with. A user can, therefore, select the preferred delivery address 106, 506 by clicking on a specific active area of the advertisement 101, 501. This aspect of the invention can optionally be used to eliminate the need for steps 618 and 619 of FIG. 6.

In still yet another aspect of the invention, the registration process allows the user to designate that a "public" or multi-user computer is being used. In this case an additional "password" and/or user "name" request step is used in the information request process. This step is implemented in a new pop-up window, thus minimizing the interruption of the user's activity.

In another aspect of the invention, material can be delivered with return receipt requested.

Advantageously, the disclosed system and method enable the ability to perform a request for advertising material without interrupting the user' s current activity. The disclosed system does direct the user to a new location or reload the material in the interface. This is of great value since it reduces the time and effort cost of the user selecting an advertisement. Secondly, the process is site independent. The user's address data is stored at a location that is not necessarily related to the location at which the advertisement is displayed and the request is made. This independence provides a number of great advantages including the ability to display the advertisement on any site, confidentiality to the user, and enables the ability to display an advertisement in place of a normal standard advertisement without any changes to the coding of a web site displaying the advertisement.

Advertisement 101, 501 is a single display or text advertisement that includes at least one active area having different functionality. This is differentiated from two advertisements placed side by side, in part, because advertisement 101, 501 only requires one reference in the referring web page. It also allows flexibility in the relative sizes of the active areas of advertisement 101, 501. Without further coding, the size of these areas could not be changed on a per advertisement basis if two separate advertisements were used side by side. In another aspect of the invention, advertisement 101, 501 is contained within an e-mail message. Thus, an e-mail response from an advertisement 101, 501 may include another advertisement 101, 501. This recursive relationship is also enabled in other delivery methods.

In another aspect of the invention, advertisement 101, 501 is included in electronic newsletters, e-zines, electronic magazines or other information services that use electronic media.

In yet another aspect of the invention, advertisement 101, 501 is included in audio and video files or the software and or hardware that are used to broadcast or play these files. These files include formats such as Stream, Streaming, Audio, Video, ASF, ASX, MPEG WAV, AVI, MIDI, MOV, VOD, AU, MP3, and QuickTime. The software or hardware used includes Real Audio, Windows radio, Windows Media, and Radio Toolbar, and player systems such as that offered by RealNetworks and Microsoft (Microsoft Media Player and Digital Broadcast Manager) . In another aspect of the invention, advertisement 101, 501 is included on display devices such as those offered by Netpulse Communications, Inc. These include display terminals related to exercise equipment and at point of purchase locations. It is typically a characteristic of these devices that they do not have a method for users to download and save information. The disclosed system and method of the invention advantageously solve this problem.

In yet another aspect of the invention, information is delivered, at a user's option, in a batch mode. This has the advantage that the number of deliveries is reduce .

In another aspect of the invention, users make purchases in addition to requesting free information. User identification means 510 is used to identify purchasers and log transactions including debits and credits to accounts. Also, users are given the option of editing information relating to their registration. The editable items include preferred delivery addresses 106, 506, delivery options, billing, and privacy options.

MISSING AT THE TIME OF PUBLICATION

Claims

CLAIMSWhat is claimed is:

1. A method for providing information to a user in response to a user request, the method comprising the steps of: displaying an object, the object including a selectable area; receiving the user request responsive to selection of the selectable area; retrieving a user delivery address; retrieving information associated with the selectable area; and delivering the information to the user address.

2. The method of claim 1 wherein the object further comprises an advertisement.

3. The method of claim 2 wherein the advertisement is displayed on a computing device.

4. The method of claim 2 wherein the advertisement is displayed on a wireless telephone.

5. The method of claim 2 wherein the advertisement is displayed on a television.

6. The method of claim 1 wherein the object further comprises an image.

7. The method of claim 1 wherein the object further comprises an audio component.

8. The method of claim 1 wherein the object further comprises a plurality of selectable areas.

9. The method of claim 8 wherein each of the plurality of selectable areas further comprises an associated function.

10. The method of claim 1 wherein the user delivery address is previously stored in a location accessible to a recipient of the request.

11. The method of claim 10 wherein the recipient of the request further comprises an entity independent of an entity displaying the object.

12. The method of claim 1 wherein the user delivery address further comprises an address of an interactive television.

13. The method of claim 1 wherein the user delivery address is stored in a database.

14. The method of claim 13 wherein a user identifying means is used to retrieve the user delivery address.

15. The method of claim 14 wherein the user identifying means further comprises a telephone identification .

16. The method of claim 14 wherein the user identifying means further comprises a television device identification.

17. The method of claim 14 wherein the user identifying means further comprises a cookie.

18. The method of claim 1 wherein the user delivery address is retrieved without further user input.

19. The method of claim 1 wherein the information retrieved is accessible by a plurality of object owners .

20. The method of claim 1 wherein the information retrieved further comprises video.

21. The method of claim 1 wherein the information retrieved further comprises audio.

22. The method of claim 1 wherein the information retrieved further comprises a coupon.

23. The method of claim 1 wherein the information is retrieved other than in real time.

24. The method of claim 1 wherein the information is delivered to the user in other than real time.

25. The method of claim 1 wherein the information is delivered to a television device.

26. The method of claim 1 wherein the information is delivered to the user without a purchase.

27. A system for providing information to a user in response to a user request, the system comprising: a user interface; an object displayable on the user interface; an input device for selecting the object; a program operable to receive the user selection; address data associated with the user; information associated with the object; and a device operable to deliver the information to the address data.

28. The system of claim 27 further comprising an object identifying means for associating the information with the object.

29. The system of claim 27 further comprising a user identifying means for looking up the address data stored in a database.

30. The system of claim 29 wherein the user identifying means further comprises a telephone identification.

31. The system of claim 29 wherein the user identifying means further comprises a television device identification.

32. The system of claim 27 further comprising a computing device for storing the information.

33. The system of claim 27 wherein the user interface further comprises a television device.

34. The system of claim 27 wherein the user interface further comprises a telephone.

35. The system of claim 27 wherein the object further comprises a plurality of selectable inputs.

36. The system of claim 35 wherein the selectable inputs further comprise selectable areas.

37. The system of claim 27 wherein the program further comprises an encryption/decryption engine.

38. The system of claim 27 wherein the program further comprises an access control means.

39. The system of claim 27 wherein the address data further comprises a plurality of address associated with a unique user.

40. The system of claim 27 wherein the input device further comprises a wireless device.

41. The system of claim 27 wherein the input device further comprises an audio device.

42. A method for providing information to a user in response to a user request, the method comprising the steps of: displaying an object, the object including a selectable input; receiving the user request responsive to selection of the selectable input; retrieving a user delivery address; retrieving information associated with the selectable input; and delivering the information to the user address

43. The method of claim 42 wherein the selectable inputs further comprise buttons.

44. The method of claim 42 wherein the selectable inputs further comprise a voice recognition process,

45. The method of claim 42 wherein the selectable inputs further comprise a wireless device.

46. A method for providing information to a user in response to a user request, the method comprising the steps of: displaying an object, the object including a selectable input; providing means by which a user' s attention to selecting the selectable input is minimized; receiving the user request responsive to selection of the selectable input; retrieving a user delivery address; retrieving information associated with the selectable input; and delivering the information to the user address.

47. A method for providing information to a user in response to a user request, the method comprising the steps of: displaying an object, the object including a selectable input; receiving the user request responsive to selection of the selectable input; retrieving a user delivery address; retrieving information associated with the selectable input; and delivering the information to the user address in such manner that the user can select when to view the information.