US 20090138337Al (19) United States (12) Patent Application Publication (10) Pub. No.: US 2009/0138337 A1 Moukas et al. (43) Pub. Date: May 28, 2009 (54) MOBILE DEVICE MARKETING AND Related US. Application Data ADVERTISING PLATFORMS METHODS AND SYSTEMS (63) Continuation of application No. 12/170,051,?led on Jul. 9, 2008. (75) Inventors? AleXalldl os M0llkas,AtheI15 (GR); (60) Provisional application No. 60/958,742,?led on Jul. 9, Christos Kaskavelis, Athens (GR); 2007_ Dimitrios Kontarinis, Athens (GR); Maria Nassiakou, Publication Classi?cation Metamorphosis (GR); (51) Int CL Konstantinos Tsakalols, Athens G06Q 30/00 (200601) Egg); 321$??? Guglmtiklfs G06F 1 7/30 (2006.01) ens ; 1 o aos en rls, _ Athens (GR); Andreas (52) US. Cl...... 705/10, 705/14 Petropoulos, Athens (GR) (57) ABSTRACT Correspondence Address; K&L Gates LLP STATE STREET FINANCIAL CENTER, One Lincoln Street BOSTON, MA 02111-2950 (US) A mobile marketing campaign platform and method includ ing: a planning module including: a de?nition module for setting budget and objectives; and a design module for designing the campaign utilizing a plurality of templates; an execution module including: design tools for designing an executable campaign from the campaign design made from (73) Assignee; VELTI PLC, London (GB) the templates; and operating tools for causing the executable campaign to execute over multiple mobile services; and a (21) Appl, No.1 12/363,470 reporting module including: tracking means for tracking at least one of a campaign activity, the campaign performance (22) Filed: Jan, 30, 2009 objectives; and the brand performance objectives. I 05 ll 3 102 Budge! &,1 ' 100,1 Planning Objectives _.,.. \ Moduk: I Auuuies n 4 C arn pzugn Creation and Submitting Campaign Editing 115 / Campaign Approval 1 06 1 1 6,' 0 :03 108 n 7 I. l \ Mobile Mark-?ing Execution _..,. Cl C?lIO?/CQll?gUl'dilP?.. Amvny I Platform Moduh; of Approved Activities wizard Operation Tools Sm? Machine :04 \ \ ll 8 \\ l 09 Reporting Executive Dashboard :Vl odulc ll 0 t Mobile f" 9 I ' 1 Chen Dashboard N 1" CRM Campaign Analytics Personalimtion "'\ 112 En inc g r07
Patent Application Publication May 28, 2009 Sheet 1 0f 51 US 2009/0138337 A1 105 113 102 Budge! &.,1 Objectives New Campaign \ Module Cammign I14 Crealiqn and Submitting Campaign Edmng 115 Campaign Approval,6 _\116 I0!, 103 108 n 7 Mobile ll \ Markqing Exccmicn CrealiorV'Cqn?gnraiipn Activity Platform Moduk- of Approved Activities Wizard Operation Tools smtf Machine '04 * \u s \\ I09 Reporting Executive Dashboard Module no Mobile A19 (.hcm Dashbuard _~~ "1 CRM Campaign Analytics Personalization _ \ 112 Engine 107 FIG. 1
Patent Application Publication May 28, 2009 Sheet 2 0f 51 US 2009/0138337 A1 200 x De?ne Budget [-202 De?ne objectives Generate campaign brief 206 "_ Generate! Edit proposal 08 #211 Qrove! Edi! proposal / 210 Con?gure the activity Generate Reports FIG. 2
Patent Application Publication May 28, 2009 Sheet 3 of 51 US 2009/0138337 A1 / 300 324 / 304/306 /308 332 / I / I I I ' 1/ Campaign Planner I/ 1 WA? I / I Templates Setup I I, Templates Setup I I. Sues k I Competition Runtime I I Alerts Runtime I /3 3 l0\ "in Competitions Alerts Content / \\ \ Repository 2 1* Activities Manager I (MCD) 314 c f C Club.- --'-.. é Broadcast Manager Manager 2335598? 320 o ;J/ Keyword Manager I I Draw Manager - "JP-""1713;tmy a 322 3 l6 /,If Download Manager I I Subscription Manager -I--"W A R i 3 l 8 /// I I I, Messaging infrastructure IMSM I Crvmg. Banner I l Data Repository I ManaggR I - I \ \33O 334 326 302 FIG. 3
Patent Application Publication May 28, 2009 Sheet 4 of 51 US 2009/0138337 A1 /4OO Mobile Advertising Campaign Management System 412 402 / Campaign - - / Managemcm I Plannlng Module - Advertising Activities 404 M obile TV Ads Ii Ad?lliti?d \VAI / - Sponsored Video Content Banner Ads i Manager ltlanagur I WA? Banner Ads ' WA I Sites and S torc- fronts j Advertising Sponsored (Ionrcnt 1E 8 Mariwmg I va Worlds 2 Excculion Engine v, Marketm Activities 99 Mmiu lc Pi omnt ion Mobile Broadcast ; Proximity.17.: - - ' Manager COl'liIliUl'lilikS '. ' Marketing 3. I Manager Manager &. I r t 335mm I L " it l b! 0)! y L u I ~13.- 1M5, RAP gush l Bl. t' i aciis'iiile s mi 3 29 I icxtlo in I M-commcrcc hmadms E I Voting I User generated Z - - Vm? content communities 5 2 x U - LBS Activities % i a Keyword Inventory Prize & Offer 2 Opwmo" T 5 Manager Manager Manager Communication and Training Training Center. Comumcator Tools \4 406 I0 1 I Engine Personalization FIG. 4
Patent Application Publication May 28, 2009 Sheet 5 0f 51 US 2009/0138337 A1 3 Open Apphcallun v. Campaign Planner / / 500 John 11mm E] Budget < 2001 > 502/" cm 7. I Advcnising TM cm (rah Company 504/ ""6"" ' I Marketing Coca Cola Classic :S 31mg" 2007 Advcn wing Markexing Tom! Campaigns Dashboard (vampal s E" U QM. _ - December January 311.000 $14,000 325.000 Ql 2on7 Fcbm" ry Alkvczlcd s Hunn March Avaihblc suulm Q1 Tom] _ 81mm SI 4.000 825.000 April 525000 M11) Avtua'l 5pm 3 Hum June., 0- T ml Camp-Ill! Budgvt Lh/ ~_ (.nc: ( oh summclcuminigl SI (L000 Augusl Sepwmbcr Q3 Tom] I: Ocluhcr Novcmbcr ObjL'clivcs :1 2007 sllouu 5mm sumo Budge! 5 FIG. 5A
Patent Application Publication May 28, 2009 Sheet 6 0f 51 US 2009/0138337 A1 510 Product Budget Budget setup Please specify your local budget for the selected years in the?elds below. You can make adjustments for each motnh by typing directly into the respective table cells. 2007 Advertising Marketing Tom} January 5 250 000 S 250 000 S 500 000 February 5 000 S 400 000 S 300 000 March April May June July August September October November December $650,000 3650.000 $1,300,000 mm FIG. 5B
Patent Application Publication May 28, 2009 Sheet 7 of 51 US 2009/0138337 A1 New Campaign 530 General lnfol'm?lion Products Step 3 of'3 ol buggci lnfonnulion Budget Below you can sec available budget informmion for the speci?ed campaign dumiion. Use lhc sliders to split the budget betwcnn advertising and marketing activities. You may also?ne lunc lhcsc activities by cnlcring the desired value-s directly in the corresponding uiblc cclls. Feb 17-2007 _ Aug 5-2007 Available $20,000 Used 0 580.000 Advcrlsing S l 00,00 $60.00 0 Markcn'ng _ SIOQOO $4000 Advcrlsing Ma rkcljng Total S6000 $20.00 58000 FIG. 5C
Patent Application Publication May 28, 2009 Sheet 8 0f 51 US 2009/0138337 A1 600 G Opt-n Application v Campaign Planner John 'lllll nu D v Objectives < 2(1)! > cum 7 Name Clicnl, Product KPI The Coca Cola Company Ford Emmi Build Awumc Fnrd Fmd Explorer 4.5 pmdun 7 Fun! lixplcm Build AMI-rams lion! Exphrcr 4 _ Fm! Explorvr Bulld Awzumms Hm] hm! Expbrcr 4 Cnca Cola Chasm Ford litplovcr Build Awarvncss Ford Foul Explorer 4 Objectives,,602 Showing l-loof ubjecu'vcs Page oflu UEIEJEIDUEIU h _ Prupc?ici Analytics I Ford Explorer Build Awurcmss l Uwd in l t'umpaign El E Metric ls! Quancr 2nd Quarlcr 3rd Quancr 4 h Quarwr Tolal TL! DTiVL' "ll/s00 101/500 H1500 101/500 Nil/500 rrqutab DUDE] Dashboard, 604 Campaigns Ohjccliws Budgcl FIG. 6A
Patent Application Publication May 28, 2009 Sheet 9 0f 51 US 2009/0138337 A1 Objcclive Pro?le New Objtclivc Sclccl eilhcr from a lisl oi'common prede?ned ()hjl CliVL'S or cream a new objective from SCHIK h ("mutt new: Metrics Mclric Dcscriplion 'lbsl Drive Requests 608 FIG. 6B
Patent Application Publication May 28, 2009 Sheet 10 0f 51 US 2009/0138337 A1 [:1 Open Appllcnllonv Campaign Planner John 1 linm» :] Campaigns < 3007 > cum 7 Jan Feb Mar Apr May Jun Jul Aug Scp Ocl Nov Dec Jumpaigns Lisl ofaclivilics @] 700/ Running Scheduled Concluding Pending 4 Ford Explbn: Adwmlurc CampaLn + Ford lisp um Advcx lure Cmnpa.gn Dushhnnrd Campaigns Objectives Bud! DUDE 3 campaigns in loul. Sclc? an iu'm in nu: more infornunion un: Campui 1n FIG. 7A
Patent Application Publication May 28, 2009 Sheet 11 of 51 US 2009/0138337 A1 New Campaign General Information Step I of}: General Information Targeting Budget Campaign / 720 Specify a name that best describes the purpose ofyour campaign. You may optionally provide a description or instructions or notes ofinterest. Name i Ford Explorer Adventure Campaign 4/ Description Launch Ford Explorer amongst Ford '7 0 4 Explorer's key target audienoe of 1 8-25 years / old with a disposable income. To rcinfortx: brand awareness and create interaction opportunities. To generate sales through encouraging test drives and to create a database ol potcntial customers Schedule Specify the start and end dates ofthc campaign in the?elds below Starts [:1 Ends Cl / FIG. 7B
Patent Application Publication May 28, 2009 Sheet 12 of 51 US 2009/0138337 A1 General Information Budget I New Campaign Step 2 of 3: Targeting Campaign Target / 730 Select one or more pmduct objectives as the target of your campaign. Use the sliders to customize your target segment. Objectives Select all DCSClOCl?ll [1 Build Awareness [1 Interaction Opportunities / 708 Gen dcr Male Any Female 7 l 0 / Age <[- 18] [18...65] {os..]> Income <L25000] [2soo0...10o00] [IUOOOUNP I21 FIG.
Patent Application Publication May 28, 2009 Sheet 13 0f 51 US 2009/0138337 A1 General Information Targeting Bud get St-let l Activities Shakim Special Buy I Get l Promo Activity 'l'ypc Dnlg and Dmp Items llcrc 760 / New Campaign / Step 3 ut 3: Select Campaign Activities IofMtemplatcs - Advertising (ALT) Buyl Get 1 lltty ituns from n given category (trigger) and get items from other uttegorywr same) at it special price (bene?t ), with n de?ned time limit. Buyl Get l litty items ftttrn :\ given category (trigger) tllld gel ilettt: t'rum other eategury(or same) at B special prieubcnetiti M'th u de?ned time litttil See Demo Slims Sl?l'iC-S See Dcttto SLIOCCS Stories Buyl Get 1 Buyl Get 1 Buy items frttm a given category (trigger). Buy itertts l'rnm a given category (trigger) and gel items from other culeg0ry(ur Mime) and get items from other categorywr sanw) at it special price tbenclit). with a de?ned m ll sptxtul prtu: (bene?t)v with u de?ned time limit time limit See Dernn Sueces Stories See Demo SlWCC Stories Marketing (B'I L) Buyl Get 1 Buy items from it given category (trigger). and get items from uther Qtcgnrymr ~uam t ) til a special price (bene?th with a de?ned time limit Se.- Dcmu Suete's Stories Buyl Get 1 Buy items from it given category (trigger) and get itans from other aitegurywr same) at it special price (bene?t). with n de?ned time limit See Demo Success Stories hi Buyl Gel I Buy itcrm from a given category (trigger). and get itetm from other calcgut?ur.umc) at a sptxinl price (bend- L m'th a de?ned time IitttiL Su- Denm Success Stories Bttyl Get I Buy items from a given category (trigger) and get items from other categurytor same) m a special price (hcne?t)_ with a tlel'metl time limit. See Demo Sucum Stories FIG. 7D
Patent Application Publication May 28, 2009 Sheet 14 0f 51 US 2009/0138337 A1 New Campaign General lnfornmtion Step 1 of4: General lnfonnation Select Activities Campaign / 800 Process Am??es Specify a name Lhatbest describes the purpose ofyour campaign. You may optionally pruvide a description or instructions or nous ofinteresl Name I Ford Explorer Adventure Campaign 4/ Description Launch Ford Explorer amongst Ford Explorer s key target nndienee of lx-zs years / old with a disposable income. To reinforce brand awareness and create interaction opportunities. To generate sales through encouraging test drives and to create a database ofpoleniial customers Schedule Specify the start and end dates of the campaign in the?elds below. ge: 1 :]. tarts [:Ill] Ends / FIG. 8A
Patent Application Publication May 28, 2009 Sheet 15 0f 51 US 2009/0138337 A1 General Information New Campaign Step 3 0H: Sclcct Campaign Activities 808 Shttkirn Special Buy I Get I Promo Process Activities Ding and Drop ltcns Hcrc Advertising (ALT) Buyl Gct I Buy imns from a givcn calcgory (trigger). and gt! itttm frtnn nthcr catugnrytar some] Buy] Get I Buy items from a given category (trigger). and gt't itcmw frtim miter mtcgnryt'ur time) at a s in! pricc (benc?t). with a de?ned at.1 special price (bcnciit). with a dciincd time imit. limclimil. Sec Demo SUC Slm ih St» Demo Succtm Swrics Buyl (it-t I Buyl Get I Buy itcnis fmm a given catcgory (triggcri. and get items from other catcgorylor same) at a special pricc (be nci'lt). vtith a dt?ncd Buy ilctns from n given catcgm'y (triggcri and gut itcms {mm othcr catcgoryi'or same) at a spccinl pricc (bcnc?l). with a de?ned time limil. time limil See Demo Succes; Stories Sec Dcnm Succcx Stttrics Marketing (BTL) Buyl Gcll Buy hum fmm :; given cute gory [trigger]. and gut items from other GHL'gUTy(0r same) at it special pricc- ibcnc?t). m'th a dciinud lilm: iiinil Sec [)L'mil Succcs Stories Buyl Get I Buy items from a given category ltriggu'} and gut items from uthct mtugoryinr same) at a spedal price (bene?t). with ti dci'tncd time limit. Sec Dunn Sucocz Stories QII) Buyl Gel] Buy ilcnu (mm a given category (trigger)v and get itl-tm from ttlhcr t':itcgnry(nr samc) at it special pricc (bcnc?l), with a dc?m d limv limil Sui: [)trmu Success Stories Buyl Get I Buy items from a given category (trigger). and get itcms l'mm Olht'f categor?or sumo) all n spccini price (benciil). with ll de?ned time lintil Soc Dcmo Suoccs Stories FIG. 8B
Patent Application Publication May 28, 2009 Sheet 16 0f 51 US 2009/0138337 A1 General Information Select Aetivl ties New Campaign Step 4 of 4: Process Campaign Activities [MI- Maria 830 Process Activities A _ 'Y pm?le I _ I Specify a name. description. schedule and overall cost detulls l'or lhls activity Shukiru Special Buy l ( iet l Promo Activity Type Name Shakira Sponsored Content Aetiviry Type [Ford Explorer Adventure Campaign Description Launch Ford Exploru' amongst Ford Explorer's key target audience of l8-25 years old with a disposable income. To reinforce brand awareness and create interaction opportunities, To generate sales through encouraging lcsldrivcs and to create a database ofpotenlial customers I Starts Ends Cost USS FIG. 8C
Patent Application Publication May 28, 2009 Sheet 17 0f 51 US 2009/0138337 A1 Grneral lnformatlon SCION Ac?w'lics New Campaign Step 4 0H: Process Campaign Activities pm?le 840 Spcclty target values for each acuvny mclnc Shukim Special Buy 1 Gel l Pmmo MIMI) Twc Mctri c Target Shakira Sponsored Content Metric Tiilc 500.000 Ami vily Type FIG. 8D
Patent Application Publication May 28, 2009 Sheet 18 0f 51 US 2009/0138337 A1 [: Open Application 1 Campaign Planner John \Vlliam: U Cumpnlgm < 2007> (3km ' Jan I Feb I Mar I Apr I May 1 Jun I Jul l Aug I Sop 1 Oct 1 Nov I Du: n-c Coca Cola company Product 7 Coca Cola Classic Ford li plum Advcnurc Campaign 900 Campaigns LiSl ofacxivincs Running Scheduled ] Concluding Pcnding 0 l [E] Analylis 1.0g Com Cola Summer Campaign Proposal rcccived on IS February 2007 :n [6110 pm. pending fur nppmvnl Schedule Feb I5 2007 - AugS 2007 Plan w Execution - pmdm. This campaign is cnrrcnlly ul \hc design level you can Dashboard [:1 Cnca Cola clmuici Coca Culn zero Obju'tiv'n Pcrr?m he [QHOW'M Mum Brand nwarcncss. Inert-as: Salas Camping! 4. Targeting U 0 Mnlus I644 und ycals fclnalcn old in "it haul-{wrench age group Obj cm W5 D Budgw! View s'znnpnign nrupoml E// Edi! campaign dcmik Budge D ( anvcl lhis campaign FIG. 9
Patent Application Publication May 28, 2009 Sheet 19 of 51 US 2009/0138337 A1 Some Title Campaign Proposal l 000 Lorcm ipsum dolor sit umcl PP ", ' ', clit PL " at tcllus. id mnssa. Scd vclil cros. sodas scd. lncinin vitae. uliquam conscuctucr. diam Acncan vulputatc dolor a nulla. Activity Budget Starts Ends Status Coca Cola Summer Campaign 5390mm) /,' 1.4... The On Pack pmmotion 53_000_000 _J / --/--/'~-- Pending The On Pack promotion 53900900 ~-/--/--- 7 Pending Tht: 0n Puck promotion 33300900._/._/._._.J-./... Pending Please review the information shown below and sclcct an action Schedult F0!) 15, 2007 - Aug 5. 2007 Products Coca Cola classic. Coca Cola zero Objectives Brund uwarvncss Increase sales Targeting Malcs and females in the hard-to-rcach age group of "3-24 years old Budget @ @E FIG. 10