Methods and systems for planning advertising campaigns

• US 20030101454A1
• Filed: 11/21/2001
• Published: 05/29/2003
• Est. Priority Date: 11/21/2001
• Status: Abandoned Application

• Current Assignee: Microsoft Corporation
• Original Assignee: Microsoft Corporation
• Inventors: Chau, Carolyn Khanh, Cho, Wei Wei Ada, Hart, Michael Patrick, Ozer, Stuart
• Application Number:
  US09/991,025
• Publication Number:
  US 20030101454A1
• Time in Patent Office: Days
• US Class Current: 725/42
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A system, including a planning module, a control module and a receiver module, configured to schedule display of advertisements to achieve an advertising impression goal. The planning module enables scheduling of advertising impressions in accordance with target criteria. Further, the planning module enables selecting an advertising impression goal for advertisements, assigning an advertising type and defining a weight for the advertisement. The control module receives the schedule, the advertising type and the defined weights and generates one or more metadata files that contain target criteria, advertising type and weights for the advertisement. The one or more metadata files and advertising content for the advertisement, are delivered to the receiver module that is configured to define a display frequency for the advertising content based upon one or more of the metadata files. The receiver module selectively displays the advertising content of the advertisement to achieve the advertising impression goal.

Claims

1. In a system, including at least one processor, configured to display advertisements associated with an advertising campaign, a method for scheduling the advertising campaign to achieve an advertising impression goal, the method comprising:

a step for receiving historical data at a planning module, the historical data representing a number and a type of a plurality of advertising impressions of advertisements viewed by one or more target viewers;

a step for retrieving existing campaign data representing the number of the plurality of advertising impressions of the advertisements scheduled for future display to the one or more target viewers; and

a step for combining the historical data and the existing campaign data to generate a schedule of available advertising inventory, the schedule usable by an advertiser to reserve advertising inventory of the available advertising inventory for the advertising campaign so that the advertising impression goal for the advertising campaign is achieved within the timeframe and among the one or more target viewers selected by the advertiser.

2. A method as recited in claim 1, further comprising a step for displaying the schedule using a graphical user interface.

3. A method as recited in claim 1, further comprising a step for notifying an individual when the requested impression goal for the advertising campaign exceeds the available advertising inventory.

4. A method as recited in claim 1, further comprising a step for booking multiple advertising campaigns within the same timeframe and target, allowing the total advertising inventory to be split among these simultaneous campaigns according to various weights.

5. A method as recited in claim 4, further comprising a step for overbooking one or more entries in the schedule of the available advertising inventory.

6. A method as recited in claim 4, further comprising a step for resolving a conflict between the requested impression goal and the available advertising inventory.

7. A method as recited in claim 1, further comprising a step for defining each of the one or more target viewers, each target viewer being defined by at least one of advertisement location data, market area data, and data indicative of a time interval that the advertisement is active.

8. A method as recited in claim 1, further comprising a step for defining the advertisements as either a committed advertisement or a flexible advertisement.

9. A method as recited in claim 1, further comprising a step for weighting the advertisement, the weighting defining the frequency of display of the advertisement.

10. A method as recited in claim 1, further comprising a step for adjusting the advertising type and weights of different campaigns at various times to avoid conflicts or overbooking before or during a scheduled campaign.

11. A method as recited in claim 1, wherein the step for receiving historical data comprises a step for receiving historical data from a control module remote from the planning module.

12. A method as recited in claim 1, wherein the step for retrieving schedule data comprises a step for retrieving, from a control module, the schedule data, the control module being remote from the planning module.

13. A computer program product for implementing, in a system that includes at least one processor and is configured to display advertisements associated with an advertising campaign, a method for scheduling the advertising campaign to achieve an advertising impression goal, the computer program product comprising:

a computer readable medium carrying computer executable instructions for implementing the method, the computer executable instructions, when executed, performing;

a step for receiving historical data at a planning module, the historical data representing a number and a type of a plurality of advertising impressions of advertisements viewed by one or more target viewers;

a step for retrieving existing campaign data representing the number of the plurality of advertising impressions of the advertisements scheduled for future display to the one or more target viewers; and

a step for combining the historical data and the existing campaign data to generate a schedule of reservable advertising inventory for the advertising campaign, the schedule being useable by an advertiser to plan one or more advertising campaigns that achieve an advertising impression goal within a timeframe and among the one or more target viewers selected by the advertiser.

14. A computer program product as defined in claim 13, wherein the computer readable medium further carries computer executable instructions for performing the step for displaying the schedule using a graphical user interface.

15. A computer program product as defined in claim 14, wherein the computer readable medium further carries computer executable instructions for performing the step for notifying an individual utilizing the planning module when the requested impressions of one or more advertising campaigns exceeds the available advertising inventory.

16. A computer program product as defined in claim 14, wherein the computer readable medium further carries computer executable instructions for performing the step for overbooking one or more entries in the schedule of the available advertising impressions.

17. A computer program product as defined in claim 13, wherein the computer readable medium further carries computer executable instructions for performing the step for defining a target viewer of the one or more target viewers, the target viewer being defined by at least one of demographic data, geographic data, time data, date data, and market area data.

18. A computer program product as defined in claim 13, wherein the computer readable medium further carries computer executable instructions for performing the step for defining each advertisement content as either a committed advertisement or a flexible advertisement.

19. A computer program product as defined in claim 13, wherein the computer readable medium further carries computer executable instructions for performing the step for weighting the advertisement, the weighting defining the frequency of display of the advertising content.

20. A computer program product as defined in claim 13, wherein the computer readable medium further carries computer executable instructions for performing the step for adjusting the advertising type and weights of different campaigns at various times to avoid conflicts or overbooking before or during a scheduled campaign.

22. A method as recited in claim 20, further comprising a step for identifying available advertising inventory from a total advertising inventory.

23. A method as recited in claim 20, further comprising a step for defining the advertisement as either a committed advertisement or a flexible advertisement.

24. A method as recited in claim 22, wherein the step for defining the weight comprises a step for defining the weight as either an absolute weight or a relative weight.

25. A method as recited in claim 22, wherein the weight for the committed advertisement can be uses as either an absolute weight or a relative weight.

26. A method as recited in claim 22, wherein the weight for the flexible advertisement is a relative weight.

28. A method as recited in claim 26, further comprising a step for identifying available advertising inventory from a total advertising inventory.

29. A method as recited in claim 26, further comprising a step for defining the advertising campaign as either a committed advertising campaign or a flexible advertising campaign.

30. A method as recited in claim 28, wherein the step for defining the weight comprises defining the relative weight for the flexible advertising campaign.

31. A method as recited in claim 28, wherein the step for defining the weight comprises defining the absolute weight for the committed advertising campaign.

33. A method as recited in claim 31, wherein each of the one or more target attributes defines a dimension of a multidimensional storage structure.

34. A method as recited in claim 31, wherein each of the one or more target attributes is selected from the group consisting of a date attribute, a time attribute, a market area attribute, an advertising space attribute, or an advertising type attribute.

35. A method as recited in claim 31, wherein the step for defining the weight comprises:

a step for defining an advertising impression goal for an advertising campaign of the one or more advertising campaigns;

a step for identifying a total advertising inventory of advertising impressions for the unique combination of the one or more target attributes for the advertising campaign of the one or more advertising campaigns; and

a step for calculating the weight for the advertising campaign based upon the advertising impression goal and the total advertising inventory.

36. A method as recited in claim 31, further comprising a step for defining an advertising impression goal for an advertising campaign of the one or more advertising campaigns.

37. A method as recited in claim 35, further comprising a step for identifying a conflict between the advertising impression goal and a total available advertising inventory for the unique combination of the one or more target attributes for the advertising campaign.

38. A method as recited in claim 36, further comprising a step for adjusting the weight for the advertising campaign to resolve a conflict between the advertising impression goal and the total available advertising inventory.

39. A method as recited in claim 37, wherein the step for adjusting the weight is performed on a per attribute basis.

40. A method as recited in claim 37, wherein the step for adjusting the weight comprises:

a step for separating the advertising campaign into a plurality of sub-advertising campaigns, each sub-advertising campaign comprising a sub-weight and a sub-advertising impression goal;

a step for adjusting the sub-weight of one or more of the plurality of sub-advertising campaigns so that the sub-advertising impression goal of the sub-advertising campaign is equal to or less than the total available advertising inventory for the sub-advertising campaign; and

a step for verifying that the aggregate of all sub-advertising impression goals is substantially equal to the overall advertising impression goal of the advertising campaign.

41. A method as recited in claim 36, further comprising a step for adjusting the advertising impression goal for a portion of the advertising campaign in conflict between the advertising impression goal and the total available advertising inventory.

42. A method as recited in claim 40, wherein the step for adjusting the advertising impression goal comprises:

a step for separating the advertising campaign into a plurality of sub-advertising campaigns, each sub-advertising campaign comprising a sub-advertising impression goal;

a step for adjusting the sub-advertising impression goal of one or more of the plurality of sub-advertising campaigns so that the sub-advertising impression goal of the sub-advertising campaign is equal to or less than the total available advertising inventory for the sub-advertising campaign; and

a step for verifying that the aggregate of all sub-advertising impression goals is substantially equal to the overall advertising impression goal of the advertising campaign.

43. A method as recited in claim 37, wherein the step for adjusting the weight comprises a step for changing at least one of a date attribute, a time attribute, and a market area attribute of the advertising campaign to modify a portion of the advertising campaign to resolve the conflict between the advertising impression goal and the total available advertising inventory.

21. In a system, including at least one processor, configured to schedule the display of an advertisement from an available advertising inventory of advertising impressions, a method for weighting scheduled advertisements, the method comprising:

a step for identifying an advertising impression goal for the display of an advertisement to at least one target viewer; and

a step for defining a weight for the advertisement based upon the advertising impression goal and the available advertising inventory, the weight defining the display frequency of the advertisement to achieve the advertising impression goal.

27. In a system, including at least one processor, configured to schedule an advertising campaign for displaying an advertisement to one or more target viewers in accordance with an advertising impression goal, a method for weighting a scheduled advertising campaign, the method comprising:

a step for identifying one or more advertising impression goals for one or more advertising campaign; and

a step for defining a weight for each advertising campaign of the one or more advertising campaigns, the weight defining the display frequency of the advertisement to achieve the advertising impression goal and further being either an absolute weight or a relative weight.

32. In a system, including at least one processor, configured to schedule an advertising campaign for displaying an advertisement to one or more target viewers in accordance with an advertising impression goal, a method for weighting a scheduled advertising campaign, the method comprising:

a step for defining one or more target attributes for one or more advertising campaigns, each advertising campaign of the one or more advertising campaigns comprising a unique combination of the one or more attributes;

a step for defining a weight for each advertising campaign of the one or more advertising campaigns, the weight for each advertising campaign defining the display frequency of the advertisement associated with the advertising campaign to achieve the advertising impression goal.