Ad-Heat Advertising Patent Watch

Ad-Heat AdvertisingPatent Watch – August 2013

Dan CristoDirector of SEO Innovation

COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED.

What is Patent Watch?

Quarterly webinar that analyzes and interprets the patents of Google, Microsoft, Facebook and other internet giants.

Past Patent Watches:• Social Search (Google+)• Personalized Search (organic)• Freshness algorithm (organic)

APRIL 12, 2023 | PAGE 2

Led SEO Strategy for:P&G, VW, Audi, Pfizer, Hard Rock Hotel, Revlon, Almay, Jurlique, Barclays, iHeartRadio, Sony Music, Pep Boys, Morgans Hotel Group, Kaplan, Prudential, Century21, Novartis, GSK, Microsoft

Co-authored:Mastering the Art of Social SEO

Featured Author:Search Engine LandSearch Engine JournalSearch Marketing Standard

Featured Speaker:SES: NYC –Chicago*San Francisco 9/11/13UniversitiesCo-Hosts NYC SEO Meetup

@dancristo

Dan CristoDirector of SEO InnovationCatalyst

COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023

Ad-Heat Advertising

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What is this patent about?

With a search engine, targeting is based on keyword relevance.

In a social network, people are not searching on a keyword. Instead, they are targeted based on their profile.

Some users may relevant AND highly influential. Ad-heat targeting uses a heat map to help advertisers understand who is most influential in their space, making ads more effective.

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Why Is This Patent Interesting?

• Not only can advertisers get their ad in front of Influencers, but Influencers can share the ad with their followers in exchange for Google sharing the ad revenue with them.

• This re-sharing helps the ad spread through a trusted channel - Influencers

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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 12, 2023 | PAGE 7

COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED.

Ads are based on influence scores,

which then propagate

throughout the Influencer’s

network.

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The Ad Flow for Advertisers


This is an auction based, bidding

platform

You don’t bid for top page position,

rather top Influencer

Characteristic research,

not keyword research


This is Influencer Marketing!


What Are Characteristics?


A characteristic might be, “stay at home

mom”, “guitar player” or “dog

owner”.

Consumer profiling, not keyword research.



What Do Users See?


User shares ad with followers

Reasons why an ad would stop showing



What does heat diffusion mean?



70

50

23

×

How Heat (Influence) Is Transferred

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Is There A Quality Score?


Advertisers with higher click through rates will have higher scores for their

bids, beating out competition for Influencers

This is where content creation becomes

important


AdHeat Wrap Up



Summary

• Your paying to make an ad go viral• High quality content will have higher

engagement, which optimizes budget• Influence scores are based on Google’s

AgentRank patent

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Recommendations

• Potential new bidding strategies– High-influence individuals in niche categories?– Mid-influence in broad categories?– Low-influence in board categories to lower short term costs?– A few high-influence in broad categories to improve CTR

and lower long term costs?

• How does one perform Influencer research?– Start building target consumer profiles by analyzing ideal

customer traits

• Focus on content– Partner with content creators, or build an in-house

team

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To Think About

• Will this patent be used by Google, and when?

• Should paid Influencer Marketing fall under Paid Search or Social teams?

• Do we need to develop new bidding algorithms?

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Stay Connected!

Watch the full recording: http://www.youtube.com/watch?v=encEUrzqvSk

Save the Date: Next Patent Watch will be in November 2013

http://www.youtube.com/watch?v=encEUrzqvSk

Ad-Heat Advertising Patent Watch

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