In-flight campaign optimization

• US 10,068,261 B1
• Filed: 11/09/2006
• Issued: 09/04/2018
• Est. Priority Date: 11/09/2006
• Status: Active Grant

• Current Assignee: T-Mobile Innovations LLC (Deutsche Telekom AG)
• Original Assignee: Sprint Communications Company LP (Deutsche Telekom AG)
• Inventors: Barnes, James D., Sharma, Sanjay K., Distler, Peter H.
• Primary Examiner(s): Brown, Alvin L
• Application Number:
  US11/558,021
• Time in Patent Office: 4,317 Days
• Field of Search: 705 14
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Generally, an illustrative system for optimizing an advertising campaign on a mobile device includes a graphic user interface for accessing by at least one of a carrier and an advertiser, a data store, a campaign delivery engine for delivering advertisements into content provider spots and recording events into the data store, and an optimization engine. The optimization engine can support the graphic user interface and analyze one or more campaign events each linked with corresponding subscriber demographic data obtained from the data store for adjusting the advertising campaign during its run. The illustrative system can also support one or more methods disclosed herein.

Claims

1. A method of optimizing an advertising campaign presented on at least one mobile device, comprising:

providing, by a server, one or more advertisements of the advertising campaign on mobile devices of subscribers;

tracking campaign events of the advertising campaign with the server, wherein each of the campaign events comprises a single presentation of the one or more advertisements of the advertising campaign to one of the mobile devices, wherein each of the campaign events is associated with a unique subscriber identifier of a subscriber corresponding to the one of the mobile devices, and wherein one of the campaign events is recorded into a data store of the server each time one of the advertisements of the advertising campaign is delivered to a mobile device of the mobile devices of the subscribers;

receiving, by the server, unique subscriber identifiers associated with the campaign events after the one or more advertisements of the advertising campaign are presented to the mobile devices of the subscribers;

in response to receiving the unique subscriber identifiers, obtaining subscriber demographic data associated with the campaign events from a subscriber database using the received unique subscriber identifiers associated with the campaign events;

determining actual segments of subscribers that were presented with the one or more advertisements of the advertising campaign using the obtained subscriber demographic data;

evaluating the advertising campaign using an optimization engine based on a comparison of the actual segments of subscribers receiving one or more campaign events versus a desired segment; and

optimizing the in-progress advertising campaign during its run based on the comparison of the actual segments of subscribers versus the desired segment by dynamically modifying targeting criteria when the in-progress advertising campaign is performing better among one segment than another segment.

2. A method according to claim 1, wherein the presenting comprises selecting targeted advertisements in accordance with campaign optimization rules, and wherein the optimizing includes altering the rules.

3. A method according to claim 1, further comprising providing one or more optimization rules for adjusting the in-progress advertising campaign based on the comparison of the actual segments of subscribers versus the desired segment.

4. A method according to claim 3, further comprising providing an optimization rule database for storing optimization rules.

5. A method according to claim 4, further comprising providing a graphic user interface for a carrier or an advertiser for selecting one or more optimization rules for optimizing the in-progress advertising campaign.

6. A method according to claim 1, further comprising raising or lowering advertising rates based on the comparison of the actual segments of subscribers versus the desired segment.

7. A method according to claim 1, further comprising adjusting a campaign weight based on the comparison of the actual segments of subscribers versus the desired segment.

8. A method according to claim 1, further comprising evaluating a reach of the campaign to the desired segment of the in-progress advertising campaign.

9. A method according to claim 8, further comprising optimizing the in-progress advertising campaign to reach the maximum number of subscribers in the desired segment of the in-progress advertising campaign.

10. A method according to claim 1, wherein the mobile devices comprise at least one telephone.

11. A method according to claim 1, wherein optimizing comprises at least one of automatically adjusting the in-progress advertising campaign without human intervention, and manually adjusting the in-progress advertising campaign by providing recommendations that are not implemented until a user triggers the change to the in-progress advertising campaign.

12. A method according to claim 1, wherein optimizing comprises promoting a particular spot or particular advertisement having a better performance than any other spot or advertisement respectively.

13. A method according to claim 1, wherein optimizing comprises at least one of prioritizing a particular campaign lagging behind in a number of impressions and extending the particular campaign lagging behind in the number of impressions.

14. A method according to claim 1, wherein optimizing comprises at least one of increasing the campaign weight by a first percentage if a campaign is lagging by second percentage, and decreasing the campaign weight by a third percentage if the campaign is leading by a fourth percentage.

15. A system for optimizing an advertising campaign, comprising:

a graphic user interface for accessing by at least one of a carrier and an advertiser;

a data store;

a campaign delivery engine that;

delivers advertisements into content provider spots for presentation on mobile devices,

records campaign events of the advertising campaign into the data store, wherein each of the campaign events comprises a single presentation of one or more of the advertisements delivered to one of the mobile devices, wherein each of the campaign events is associated with a unique subscriber identifier of a subscriber corresponding to the one of the mobile devices, and wherein one of the campaign events is recorded into the data store each time an advertisement of the advertising campaign is delivered to a mobile device of the mobile devices, and

receives unique subscriber identifiers associated with the campaign events after the one or more of the advertisements are presented to the mobile devices; and

an optimization engine that;

supports the graphic user interface,

analyzes the campaign events for adjusting the in-progress advertising campaign during its run by obtaining corresponding subscriber demographic data from the data store based on the received unique subscriber identifiers associated with the advertising campaign and determining actual segments of subscribers that were presented with the one or more of the advertisements using the obtained subscriber demographic data, and

adjusts the in-progress advertising campaign during its run by modifying a campaign weight for the in-progress advertising campaign with respect to other advertising campaigns based on a comparison of the actual segments of subscribers verses desired segments of the subscribers, wherein the campaign weight specifies an amount of playtime of advertisements of the in-progress advertising campaign with respect to advertisements of other advertising campaigns.

16. A system according to claim 15, further comprising a campaign planning engine communicating with the optimization engine to provide at least advertising pricing information.

17. A system according to claim 15, wherein the data store comprises an optimization rules database, a subscriber database, an events database, and a campaign database.

18. A system according to claim 15, wherein the optimization engine is operable to automatically adjust the in-progress advertising campaign without human intervention.

19. A system according to claim 15, wherein the optimization engine is operable to manually adjust the in-progress advertising campaign by providing recommendations that are not implemented until a user triggers the change to the in-progress advertising campaign.

20. A system according to claim 15, wherein the optimization engine is operable to optimize a campaign during its run by at least one of promoting a particular spot or particular advertisement having a better performance than any other spot or advertisement respectively, prioritizing a particular campaign lagging behind in a number of impressions and extending the particular campaign lagging behind in the number of impressions, increasing the campaign weight by a first percentage if a campaign is lagging by second percentage, and decreasing the campaign weight by a third percentage if the campaign is leading by a fourth percentage.