MONETIZING RICH MEDIA ADVERTISING INTERACTION

摘要

A method for calculating brand index (BI) for interactive rich media advertising produces a brand effectiveness model, and includes categorizing advertising exposure of a rich media ad into a type of bucket, and for each type of bucket: assigning a weight (W_j) to each of a plurality of data types collected in the bucket; assigning a score (D_j) to each of the data types collected in the bucket; tracking a frequency (N_j) of occurrence of each data type; and calculating a bucket brand index (BBI_i)=ΣW_j*N_j*D_j. A non-linear approach to calculating BBI may also be used. A bucket weight (W_i) is assigned to each type of bucket; the BI is calculated as a weighted sum of the plurality of bucket brand indexes (BBI)=ΣW_i*BBI_i, and the BI is communicated to an advertiser or publisher for an ad campaign that includes the BBI_i to indicate monetization value of the rich media ad.