Method and system for providing interactive digital advertising

Abstract

The present invention relates to a method for providing interactive digital advertising. The method includes the display of a digital advertisement and several possible responses to an instruction relating to the advertisement to a user on a device. When a correct response is selected by the user, content is made accessible to the user. Several of the possible responses may be correct and/or the user may be given an opportunity to reselect one of the possible responses if their response is incorrect. A system is also disclosed.

Claims

1. A computer-implemented method for providing interactive digital advertising within a browser executing on a user device, including: receiving a webpage from a server, the webpage including an article for display and a reference to an executable code component; the executable code component receiving a visual digital advertisement from the server; the executable code component executing within the browser, in response to receiving the visual digital advertisement from the server, transforming the received webpage to restrict access to a restricted portion of the article in the webpage and simultaneously display, within the browser, the visual digital advertisement and an unrestricted portion of the article, wherein the visual digital advertisement is displayed inline with the unrestricted portion of the article; the executable code component further transforming the webpage to simultaneously display, within the browser, an instruction relating to the displayed visual digital advertisement and a first plurality of responses to the instruction relating to the visual digital advertisement in the webpage within the browser, wherein the first plurality of displayed possible responses includes a plurality of different correct responses, that are obviously correct, and at least one incorrect response, that is obviously incorrect, to the displayed instruction, the instruction and the plurality of different correct responses of the first plurality of displayed possible responses reinforce a message of the visual digital advertisement, and the visual digital advertisement, the instruction relating to the displayed visual digital advertisement and the first plurality of possible responses are simultaneously displayed within the browser; the executable code component receiving selection of one of the first plurality of displayed possible responses from the user via the user device; the executable code component, in response to the executable code component determining that the selected responses is one of the plurality of different correct responses, requesting at least a portion of the restricted portion of the article from the server and receiving the portion of the restricted portion of the article from the server in response to the request; the executable code component, in response to receiving the portion of the restricted portion of the article, transforming the webpage back to the received webpage to hide the displayed visual digital advertisement and the plurality of displayed possible responses and to simultaneously display the restricted and unrestricted portions of the article in the webpage within the browser such that an entirety of the article is displayed; the executable code component further transforming the transformed webpage to replace the displayed instruction and the first plurality of possible responses with a hint for a correct response and an option to re-display the instruction and a second plurality of possible responses when the executable code component determines that the selected response is one of the at least one incorrect response; and the executable code component further transforming the transformed webpage to simultaneously display the instruction and the second plurality of possible responses to the instruction within the browser when the executable code component determines a selection of the option to re-display the instruction and the second plurality of possible responses, wherein the second plurality of possible responses includes a plurality of different correct responses and at least one incorrect response to the displayed instruction; wherein, before display of the visual digital advertisement, a portion of the restricted portion and a portion of the unrestricted portion of the article are initially displayed to the user on the device for a period of time before the restricted portion of the article being, at least, partially hidden and the hidden restricted portion of the article is displayed when the selected response is one of the plurality of different correct responses.

2. A method as claimed in claim 1, wherein the second plurality of possible responses are different from the first plurality of possible responses.

3. A method as claimed in claim 1, wherein the visual digital advertisement, the instruction, and the first plurality of possible responses are displayed simultaneously.

4. A method as claimed in claim 1, further including: displaying a second visual digital advertisement in the webpage within the browser after access to the article is provided.

5. A method as claimed in claim 4, wherein the second visual digital advertisement replaces the display of the visual digital advertisement.

6. A method as claimed in claim 4, wherein the second visual digital advertisement is displayed at an end of the article.

7. A method as claimed in claim 1, wherein the visual digital advertisement, the instruction, the first plurality of possible responses and the unrestricted portion of the article are simultaneously displayed.

8. A method as claimed in claim 7, wherein the visual digital advertisement, the instruction, the first plurality of possible responses and the article are displayed within a same webpage.

9. A method as claimed in claim 1, wherein the visual digital advertisement comprises one or more graphics, videos, and/or an animations.

10. A method as claimed in claim 1, wherein the first plurality of possible responses are displayed as buttons.

11. A method as claimed in claim 1, wherein the first plurality of possible responses are displayed within a drop-down box.

12. A method as claimed in claim 1, wherein the first plurality of possible responses are displayed as a series of radio buttons.

13. A method as claimed in claim 1, wherein the visual digital advertisement is positioned in the webpage between the unrestricted portion of the article and the restricted portion of the article, and the instructions are displayed between the visual digital advertisement and the first plurality of possible responses to the instruction.

14. A method as claimed in claim 1, wherein the article comprises text and pictures.

15. A method as claimed in claim 1, wherein, before display of the visual digital advertisement, the executable code component initially displays a portion of the restricted portion and a portion of the unrestricted portion of the article and the portion of the restricted portion of the article is hidden from display when the visual digital advertisement is displayed.

16. A system including: a processor; a display; an input; and a memory; wherein the processor is communicatively coupled to the display, the input and the memory, and is configured to: executing a browser application; receive a webpage from a server, the webpage including article for display and a reference to executable code component; and executing the executable code component within the browser to: receive a visual digital advertisement from the server; in response to receiving the visual digital advertisement from the server, transforming the received webpage to restrict access to a restricted portion of the article in the webpage and simultaneously display, within the browser displayed on the display, the visual digital advertisement and an unrestricted portion of the article, wherein the visual digital advertisement is displayed inline with the unrestricted portion of the article; further transforming the webpage to simultaneously display, within the browser, an instruction relating to the visual digital advertisement and a first plurality of possible responses to the instruction relating to the visual digital advertisement in the webpage within the browser, wherein the first plurality of displayed possible responses includes a plurality of different correct responses, that are obviously correct, and at least one incorrect response, that is obviously incorrect, to the displayed instruction, the instruction and the plurality of different correct responses of the first plurality of displayed possible responses reinforce a message of the visual digital advertisement, and the visual digital advertisement, the instruction relating to the displayed visual digital advertisement and the first plurality of possible responses are simultaneously displayed within the browser; receive, from the input, selection of one of the first plurality of displayed possible responses; in response to the executable code component determining that the selected response is one of the plurality of different correct responses, requesting at least a portion of the restricted portion of the article from the server and receiving the portion of the restricted portion of the article from the server in response to the request; in response to receiving the portion of the restricted portion of the article, transforming the webpage back to the received webpage to hide the displayed visual digital advertisement and the plurality of displayed possible responses and to simultaneously display the restricted and unrestricted portions of the article in the webpage within the browser such that an entirety of the article is displayed; further transforming the transformed webpage to replace the displayed instruction and the first plurality of possible responses with a hint for a correct response and an option to re-display the instruction and a second plurality of possible responses when the executable code component determines that the selected response is one of the at least one incorrect response; and further transforming the transformed webpage to simultaneously display the instruction and the second plurality of possible responses to the instruction within the browser when the executable code component determines a section of the option to re-display the instruction and the second plurality of possible responses, wherein the second plurality of possible responses includes a plurality of different correct responses and at least one incorrect response to the displayed instruction; wherein before display of the visual digital advertisement, a portion of the restricted portion and a portion of the unrestricted portion of the article are initially displayed to the user for a period of time before the restricted portion of the article being, at least, partially hidden and the hidden restricted portion of the article is displayed when the selected response is one of the plurality of different correct responses.

17. A system as claimed in claim 16, further including a communications network and configured to transmit the visual digital advertisement and plurality of possible responses to the processor.

18. A system as claimed in claim 17, wherein the server is further configured to transmit the article to the processor.

19. The system of claim 16, wherein the executable code component within the browser is configured to transform the received webpage to restrict access to the restricted portion of the article and to simultaneously display the visual digital advertisement and the unrestricted portion of the article, and to transform the webpage to simultaneously display the restricted and the unrestricted portions of the article when the executable code component determines that the selected response is one of the plurality of different correct responses.

20. A computer implemented method for providing article and interactive digital advertising within a browser executing on a user device, the method including: receiving a webpage and a visual digital advertisement from a server, the webpage including a reference to executable code component and article comprising a first article portion and a second article portion; the executable code component executing within the browser, in response to receiving the visual digital advertisement from the server, transforming the received webpage to restrict access to the second article portion and simultaneously display, within the browser, the first article portion, a visual digital advertisement, an instruction relating to the visual digital advertisement, and a first plurality of possible responses to the instruction relating to the visual digital advertisement in the webpage within the browser, wherein the displayed first plurality of possible responses includes a plurality of different correct responses, that are obviously correct, and at least one incorrect response, that is obviously incorrect, wherein the instruction and the plurality of different correct responses of the first plurality of displayed possible responses reinforce a message of the visual digital advertisement, wherein the visual digital advertisement, the instruction relating to the displayed visual digital advertisement and the first plurality of possible responses are simultaneously displayed within the browser, and wherein the visual digital advertisement is displayed inline with the first article portion; the executable code component receiving, from an input device, selection of one of the first plurality of displayed possible responses; the executable code component, in response to the executable code component determining that the selected response is one of the plurality of different correct responses, requesting at least a portion of the second article portion from the server and receiving the portion of the second article portion from the server in response to the request; and the executable code component, in response to receiving the portion of the second article portion, transforming the webpage back to the received webpage to hide the displayed visual digital advertisement and the plurality of displayed possible responses and simultaneously display the first article portion and the second article portion in the webpage within the browser such that an entirety of the article is displayed; the executable code component, upon determining that the selected response is one of the at least one incorrect response, further transforming the transformed webpage to replace the displayed instruction and the first plurality of possible responses with a hint for a correct response and an option to re-display the instruction and a second plurality of possible responses when the executable code component determines; and the executable code component, upon determining a selection of the option to re-display the instruction and the second plurality of possible responses, further transforming the transformed webpage to simultaneously display the instruction and the second plurality of possible responses to the instruction within the browser, wherein the second plurality of possible responses includes a plurality of different correct responses and at least one incorrect response to the displayed instruction; wherein, before display of the visual digital advertisement, the first article portion and a portion of the second article portion are initially displayed to the user on the device for a period of time before the second article portion being, at least, partially hidden and the second article portion is displayed when the selected response is one of the plurality of different correct responses.

21. A method as claimed in claim 20, wherein the second plurality of possible responses are different from the first plurality of possible responses.

22. A method as claimed in claim 20, wherein the visual digital advertisement is positioned in the webpage between the first article portion and the second article portion, and wherein the advertisement is hidden and the second article portion is simultaneously displayed with the first article portion upon the executable code component making the determination that the selected response is one of the plurality of different correct responses.

23. A method as claimed in claim 20, wherein the instruction in combination with the at least one correct response reinforce a message within the visual digital advertisement.

24. A system including: a processor; a display; an input device; and a memory; wherein the processor is communicatively coupled to the display, the input device and the memory, and is configured to: executing a browser application; receive a webpage from a server, the webpage including a reference to an executable code component and a first article portion of an article including text and an image; and executing the executable code component within the browser to: in response to receiving a visual digital advertisement from the server, transforming the received webpage to simultaneously display, within the browser, the first article portion, the visual digital advertisement below the first article portion, an instruction relating to the visual digital advertisement below the digital advertisement, and a first plurality of possible responses to the instruction relating to the visual digital advertisement below the instruction, wherein the displayed first plurality of possible responses includes a plurality of different correct responses, that are obviously correct, and at least one of the displayed first plurality of possible responses is an incorrect response, that is obviously incorrect, wherein the visual digital advertisement is displayed inline with the first article portion, and the instruction and the plurality of different correct responses of the first plurality of displayed possible responses reinforce a message of the visual digital advertisement; receive, from the input device, selection of one of the first displayed possible responses; and upon determining that the selected response is one of the plurality of correct responses, request, from the server, second article portion of the article, receive the second article portion from the server, and transform the received webpage to hide the displayed visual digital advertisement and to simultaneously display the first article portion and the second article portion below the first article portion in the webpage within the browser, wherein the first article portion and the second article portion in the webpage are simultaneously displayed in their entirety without displaying the visual digital advertisement, the instruction, and the first plurality of possible responses upon determining that the selected response is one of the plurality of correct responses; wherein, before display of the visual digital advertisement, the first article portion and a portion of the second article portion are initially displayed to the user for a period of time before the second article portion being, at least, partially hidden and the second article portion is displayed when the selected response is one of the plurality of different correct responses.

25. The system of claim 24, wherein the processor executing the executable code component is further configured to: upon determining that the selected response is the incorrect response, control the display to replace the plurality of possible responses with a hint to the instruction relating to the visual digital advertisement and an option to display the plurality of possible responses to the instruction relating to the visual digital advertisement.

26. The system of claim 24, wherein the plurality of possible responses include a single incorrect response.

27. The system of claim 24, wherein the processor executing the executable code component is further configured to: upon determining that the selected response is the incorrect response, control the display to change or randomize the plurality of possible responses.

28. The system of claim 24, wherein the processor is further configured to track user interaction with first plurality of responses and provide analytics based on the tracked user interaction with the first plurality of responses.

29. The system of claim 24, wherein after receiving the second article portion from the server, the first article portion and the second article portion are simultaneously displayed within the webpage in their entirety without displaying the visual digital advertisement, the instruction relating to the visual digital advertisement, and the first plurality of possible responses.

Description

BRIEF DESCRIPTION OF THE DRAWINGS

(1) Embodiments of the invention will now be described, by way of example only, with reference to the accompanying drawings in which:

(2) FIG. 1: shows a block diagram illustrating system in accordance with an embodiment of the invention;

(3) FIG. 2: shows a flow diagram illustrating a method in accordance with an embodiment of the invention;

(4) FIGS. 3a, 3b, 3c, and 3d; show a sequence of screenshots from displays generated in accordance with an embodiment of the invention;

(5) FIG. 4: shows a flow diagram illustrating a method in accordance with an embodiment of the invention;

(6) FIG. 5: shows screenshot displaying a web-page generated in accordance with an embodiment of the invention;

(7) FIG. 6: shows screenshot displaying a web-page generated in accordance with an embodiment of the invention; and

(8) FIG. 7: shows screenshot displaying a web-page generated in accordance with an embodiment of the invention.

DETAILED DESCRIPTION OF PREFERRED EMBODIMENTS

(9) The present invention provides an interactive digital advertisement method and system.

(10) The inventor has discovered that, by requiring a response to an instruction relating to an advertisement (such as a question about the content of the advertisement), users absorb the message and/or brand within the advertisement. The inventor has further discovered that this occurs when several possible responses are provided as long as there is at least one incorrect response forcing the user to pay attention to the advertisement.

(11) The result of these discoveries is that the inventor has devised a method and system for providing interactive digital advertisements where multiple correct possible responses can be provided to a user so that marketing information about users' choices can be captured while encouraging accuracy of that data by incentivising users to pay attention to the advertisement using the promise of access to restricted content.

(12) The inventor has also discovered that users become frustrated with similar advertising systems which utilise CAPTCHA-based methods to prevent access to content to automated systems. This is because to implement a CAPTCHA-based system, the system must ensure that automated systems cannot answer the questions provided. It transpires that sufficiently difficult questions also provide challenges to users who can get the questions wrong or take some time to interpret the questions. Furthermore, in a CAPTCHA-based system, retries of the same question are not possible, because an automated system may then iterate through all the possible answers.

(13) The result of this discovery is that the inventor has also devised a further method which displays a plurality of responses to an instruction relating to an advertisement and permits further attempts to provide a correct response. As part of the further attempts, hints can be provided to guide the user to the correct response. Once the correct response has been provided, access to content can then be provided to the user.

(14) In FIG. 1, a system 100 in accordance with an embodiment of the invention is shown.

(15) A user device 101 is shown. The user device 101 includes a processor 102, a display 103, an input 104 and a memory 105.

(16) The user device 101 may be, for example, a mobile device such as a smart-phone or tablet computer, a portable computing device, such as a laptop, or a computer.

(17) The input 104 may be one or more of a touch-panel, such as for a touch-screen display; a keyboard; a mouse or other pointer device; a microphone; a gesture detection system; or any other input system.

(18) The user device 101 may be connected to a server 106 via a communications network 107 such as the Internet.

(19) The user device 101 may be configured for receiving a digital advertisement from the server 106, displaying, on the display 103, the advertisement along with a plurality of possible response for a instruction relating to the advertisement, receiving, via the input 104, a selection of one of those possible responses from the user, and providing access to content to the user if the possible response is a correct response to the instruction.

(20) It will be appreciated that other architectures could be used, for example, the user device may receive the digital advertisement embedded within an application and the application may be received from the server or provided to the user device via a portable electronic medium, such as digital optical disc or USB drive.

(21) In relation to FIG. 2, a method 200 of providing interactive digital advertising will be described.

(22) In step 201, a visual digital advertisement is displayed to a user of a device. The advertisement may be received from a server. The advertisement may comprise one or more elements, such as graphics, photographs, animations, interactive animations, video and/or sound. The advertisement may be incorporated within a webpage and the webpage may be displayed by a browser on the user device.

(23) In an alternate embodiment, the digital advertisement is embedded within an application.

(24) In step 202, a plurality of possible responses to an instruction relating to the advertisement may be displayed to the user of the device. The instruction may be separately displayed/outputted or may be evident from the advertisement itself. The possible responses may be provided to the user as a set of buttons, a drop-down list, radio-buttons, check-boxes, or any other type of input selection mechanism. In one embodiment, the responses are displayed within the advertisement itself.

(25) In one embodiment, of the possible responses, at least one response is incorrect, and at least two responses are possibly correct. The possible responses may be predefined for each advertisement or instruction, or may be dynamically prepared for each advertisement delivered from the server. The responses may be displayed with the advertisement within the webpage. In one embodiment, the advertisement and responses are displayed simultaneously.

(26) In step 203, a selection of one of the possible responses may be received from the user at the device.

(27) In step 204, if the selected response is one of the possibly correct responses, access to content may be provided to the user. The content may comprise one or more of the following elements: an application, an animation, a video, text, graphics, or photographs. Access may be provided to the user by displaying the content at the device.

(28) In a preferred embodiment, step 203 is repeated until a correct response has been received from the user, whereupon access to content is provided to the user in step 204.

(29) In one embodiment, the content is newly displayed to the user. In an alternative embodiment, the content is initially displayed to the user prior to display of the advertisement for a predefined period of time before being hidden. In yet another embodiment, the content may be partially displayed to the user, with the entire content displayed once a correct response is selected.

(30) In one embodiment, the content is retrieved from the server when the correct response is selected (for example, by a component at the user device), or the content may have already been transmitted from the server to the device with the digital advertisement.

(31) In one embodiment, a component at the user device may manage the display of the advertisement and possible responses, determination of the correct response, and display of the content. The component may be, for example, JAVASCRIPT™ executing within the browser of the user device. In another embodiment, management of the method may be distributed via multiple components across the user device and server.

(32) In one embodiment, if an incorrect response is selected, a hint may be displayed and the user encouraged to reselect a response from the possible responses.

(33) An example of an embodiment of the invention will now be described with reference to FIGS. 3a, 3b, 3c, and 3d.

(34) FIG. 3a shows an advertisement 300, instruction 301 and possible responses (A, B, C) being displayed on a device.

(35) Responses A and B are correct and response C is incorrect.

(36) FIG. 3b shows a user selecting incorrect response C.

(37) FIG. 3c illustrates the display of a hint 302 to the user in response to the incorrect response selection.

(38) FIG. 3d illustrates the display of content 303 in response to the selection of correct response A by the user.

(39) One embodiment of the invention will now be described with reference to FIGS. 4, 5, 6, and 7.

(40) In accordance with this embodiment, an improved advertisement format displays an advertisement inline with the content a user has chosen to access; the advertisement is presented together with a question and predefined responses that can be selected with a single click; and the content following the advertisement is unavailable. The advertisement may be hidden and the following content made available when the correct response is provided by the user. Response options are provided such that there may be one obviously correct response while the others are obviously incorrect. The question together with the correct response may be designed to reinforce the message of the ad. Selection of a wrong response may result in a hint being shown that guides the user towards the correct response but the ad is not hidden and the following content remains unavailable unless and until the correct response is provided.

(41) A method 400 of this embodiment of the invention will be described with reference to FIG. 4.

(42) In step 401, a user navigates to a publisher's webpage by means of the webpage's URL and a web browser on a computer, smartphone or any device that provides such functionality.

(43) In step 402, the webpage is rendered in the user's web browser and shown on the device's screen or display as exemplarily depicted in FIG. 5. The publisher's webserver may relay HTML, CSS, JAVASCRIPT™, image files and any relevant additional data to the web browser on the device to enable rendering of the webpage.

(44) In the example shown in FIG. 5, two paragraphs 504 of article are displayed in the web browser followed by the ad which requires response to display more of the article.

(45) The ad consists of an instruction 505 to the user with regards to how to proceed, a graphic 506 that advertises a product, a question 507 and four buttons 508 that are labelled with predefined responses. The user is able to provide a response by clicking on any of the buttons. Although, at least one response should be correct while at least one should be incorrect, the preferred embodiment is to have one obvious correct response while the remaining responses are obviously incorrect. The question together with the obvious answer preferably combine to reinforce the message of the ad. For example, an ad for BMW™ the car maker could feature a graphic of one of their cars together with their tag line “The ultimate driving machine.” The question could state “Who make the ultimate driving machines?”, while the buttons could be labelled Elves, BMW™, Lilyputs, and Smurfs. One possible aim is to ensure that a user is able to quickly provide the correct response in order to proceed while at the same time imbibing the message of the ad.

(46) In step 403, the user provides a response by clicking any one of the four buttons 508. A click can be made by means of a computer mouse or by the tap of a finger on a touchscreen or any hardware device that provides similar functionality.

(47) In step 404, the user's response is tested by code (e.g. JAVASCRIPT™) that is executed on the user's device to determine if the response is correct or not. The code might be previously loaded and may execute within the web browser of the user's device to determine the validity of the response.

(48) In step 405, if the response is incorrect, the webpage is transformed by the code executing on the user's device to that exemplarily shown in FIG. 6. The question 507 may replaced by a hint 601 and the response buttons 508 may be replaced by a single button 602, labelled “Try again”. For example, the question could be replaced by a hint 601 reading “Hint: BMW™ make the ultimate driving machines” while the response buttons are replaced by the “Try again” button.

(49) In step 406, the user can opt to try again by clicking on the “Try again” button 602 at which point the webpage is transformed back to its original form by the code executing on the user's device as exemplarily shown in FIG. 5. The user is once again able to provide a response.

(50) If the response is correct, the remainder of the content of the article is requested from the webserver using the executing code in step 407

(51) In step 408, on receipt of the remaining content from the webserver, the webpage is transformed by the code executing on the user's device to that exemplarily shown in FIG. 7; the ad is hidden or cleared and the article is displayed in its entirety on the user's device.

(52) Although not crucial to the operation of the ad format, the code executing on the user's device can also perform the function of tracking a user's interaction with the ad. This tracking data can then be used to provide feedback to publishers and advertisers with regards to the performance of an ad campaign.

(53) FIG. 5 shows an exemplary publisher's webpage 500, displayed in accordance with an embodiment of the invention, containing an article presented to a user within a web browser as a result of the user navigating to said webpage by means of an URL. The webpage consists of the publisher's name and logo 501, a navigation bar 502, the headline of the article 503 followed by a portion of the article 504 which in this case is the first two paragraphs. The content is then followed by an ad which consists of an instruction 505, an image 506, a question 507 and four buttons 508 which are labelled with predefined responses. The user is able to click on any of the said buttons to provide a response to the question. Of the responses, one may be obviously correct while the others may be obviously wrong.

(54) FIG. 6 shows the resultant form of an exemplary webpage 600 after it has been transformed on the event of a user providing an incorrect response to the question 507. The question is replaced by a hint 601 and the four response buttons 508 are replaced by a single button 602 which is labelled “Try again”.

(55) FIG. 7 shows the resultant form of an exemplary webpage after it has been transformed on the event of a user providing a correct response to the question 507. The ad 505 to 508 is cleared and the remaining content 701 is displayed so the entire article is now visible to the user.

(56) Alternative embodiments to the above described embodiment can be constructed based on the following modifications:

(57) 1. The instruction 505 can be elaborated, omitted or positioned in a different location or manner.

(58) 2. The graphic 506 may be omitted, positioned in a different location, have a different size, shape or appearance and could be a simple image, animation, video or any other form suitable to function as an ad.

(59) 3. The question 507 may be omitted, positioned differently or presented in a different manner so long as the user is still able to determine the correct response to provide when the webpage is rendered.

(60) 4. The answers may be changed or randomised every time the question and answers are displayed, so long as there is still at least one correct answer and one incorrect answer.

(61) 5. The response buttons 508 may be increased or decreased in number as long as there are at least two buttons as the ad format requires the ability to provide at least one correct and one incorrect response. The buttons may be positioned differently or have a different size, shape or appearance so long as the user is able to provide a response that can be tested to determine its validity.

(62) 6. The response buttons 508 may be replaced by another form of input such as radio buttons, check boxes, a text input field, a drop down list or any other form of input so long as the user is able to provide an input that can be tested to determine its validity.

(63) 7. The hint 601 and the button 602 to elect to try again may be omitted or changed in any manner, preferably, so long as the user is able to make repeated attempts to provide the correct response.

(64) 8. The ad in its entirety could be positioned differently, have a different appearance, pop-up or generally appear in a dynamic manner, preferably, so long as the end result is that a user is required to provide a correct response in order to view the full article. The elements of the ad unit could be separated spacially and temporally.

(65) 9. The sequence of events may be changed, preferably, so long as the user is required to provide a correct response in order to view the full article. The following are some examples: a) The ad is displayed at the start with no content visible, on a correct response the entire content is made available. b) The content is made fully visible initially for a brief period after which point the ad is made visible, in a manner that all or part of the content is unavailable until and unless a correct response is provided by the user.

(66) 10. The ad could be shown before or during a video; a correct response would have to be provided to view the entire video.

(67) 11. Additional input options may be provided that could enhance the ad format. For example, a text input box could be provided with a request for the user's email address. On providing an email address and the correct response, the user is sent a special offer via email.

(68) 12. The response mechanism could be built into the graphic as in the following examples: a) The user might be required to trace the outline of a new product; a trace within a predefined band would classify as a correct response. b) The user could also be required to “spot the difference” between two pictures with a click on a relevant part of the graphic being considered a correct response.

(69) 13. Code or computing instructions that provide the functionality of the ad format can be written in any single or multiple relevant computing languages and can be executed on either the user's device, webserver or a combination of both.

(70) The above described embodiment is based on webpages that are accessed by means of a web browser. However, the ad format can be utilised in any environment which provides the user with a display and means of providing input; the following are a few examples:

(71) 1. The ad format can be deployed on applications for PCs, smartphones and tablets. The ad can be displayed either when the application starts up or during its operation. A user will need to provide the correct input in order to continue using the application.

(72) 2. Pay-per-view video or cable TV services can also employ the ad format. A user will be required to provide a correct response in order to continue viewing the content.

(73) Potential advantages of some embodiment of the invention include:

(74) 1. As the ad cannot be ignored, ad blindness is eliminated which immediately ensures that a publisher's advertising real estate is worth significantly more, 10 times more if it assumed that currently 90% of ads are ignored.

(75) 2. Requiring a user to actively recall the message of the ad ensures it is much more deeply imprinted in a user's mind compared to passive exposure.

(76) 3. Responses can be tracked which ensures that attribution with regards to how many users interacted with the ad is precise and meaningful.

(77) 4. Ad blocking software and content readers are ineffectual as the content will remain unavailable until and unless the correct response is provided.

(78) 5. The ad format can be deployed on any system that has a display and is able to accept user input. Therefore, any content delivered by such devices can be monetised using this ad format.

(79) 6. The ability to accept more than one correct response provides advertisers with a powerful means of gaining insight into a user's perception of their brand or product.

(80) 7. Tracking data can be used to provide analytics to advertisers and publishers which can be used to assess the success of an ad campaign and with attributing fees.

(81) Accordingly, several advantages are revealed for advertisers; firstly, the ad cannot be ignored, secondly, requiring the user to actively recall the message of the ad results in a significantly deeper mental impression as opposed to being passively exposed to the message. Thirdly, attribution is precise; it is possible to measure the number of impressions and responses which provides advertisers with greater certainty with regards to the distribution of their ads.

(82) Similarly several advantages are revealed for publishers. The benefits derived for the advertisers should ensure that publishers can charge a significantly higher CPM, thereby increasing the revenue from advertising. Publishers can make their content freely available and therefore maximise their potential readership which in turn maximises revenue. Furthermore, ad blocking software and readers will be ineffectual ensuring that publishers do not lose revenue due to such products.

(83) While the present invention has been illustrated by the description of the embodiments thereof, and while the embodiments have been described in considerable detail, it is not the intention of the applicant to restrict or in any way limit the scope of the appended claims to such detail. Additional advantages and modifications will readily appear to those skilled in the art. Therefore, the invention in its broader aspects is not limited to the specific details, representative apparatus and method, and illustrative examples shown and described. Accordingly, departures may be made from such details without departure from the spirit or scope of applicant's general inventive concept.