Advertisement distribution determining/optimizing method

• US 20030110080A1
• Filed: 10/25/2002
• Published: 06/12/2003
• Est. Priority Date: 04/26/2000
• Status: Abandoned Application

• Current Assignee: Voltage, Inc.
• Original Assignee: Voltage, Inc.
• Inventors: Higashi, Nanako, Tsutani, Yuzi
• Application Number:
  US10/258,516
• Publication Number:
  US 20030110080A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 10/06 Resources, workflows, human or project management; Enterprise or organisation planning; Enterprise or organisation modelling
• CPC Class Codes: G06Q 10/0637 Strategic management or analysis, e.g. setting a goal or target of an organisation; Planning actions based on goals; Analysis or evaluation of effectiveness of goals
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

To create a media plan in which various advertisement publications including the distribution of an advertising banner is optimized When accepting a manuscript created through an advertising agency (14) or a REP (16) and including information indicative of a period, a budget and a target user, a media plan creating server (18) acquires data including an access log of internet of a sample user in a sample family from an internet audience behavior research institution (20). Next, the media plan creating server (18) selects a predetermined number of prospective sites presumed to have an advertising effect based on the access log of the user which is coincident with conditions of the target user, and calculates an index to find a combination thereof in relation to the prospective sites. A media plan in which an advertisement period and a budget are allocated to each of the combinations is transmitted to the advertising agency (14) or the REP (16).

Claims

1. An advertisement distribution determining method of determining a site to which an advertising banner is to be distributed based on a media plan including a target user, comprising the steps of:

accepting a manuscript created through an advertising agency and/or a REP and including information indicative of a period, a budget and a target user;

acquiring data including an attribute of a sample user in a sample family and an access log of internet of the user;

selecting a predetermined number of prospective sites presumed to have an advertising effect based on an access log of the user which is coincident with conditions of the target user in the sample user;

calculating an index in relation to the prospective site to find a combination of the prospective sites; and

generating a media plan in which an advertisement period and a budget are allocated to each combination of the prospective sites, thereby transmitting the media plan.

2. The advertisement distribution determining method according to claim 1, wherein the attributes in the sample family and the related access log are acquired from an audience behavior database owned by an institution for researching an internet audience behavior.

3. The advertisement distribution determining method according to claim 1 or 2, wherein the sample user which is coincident with the condition of the target user is selected and a prospective site is selected based on an access log of the selected user.

4. The advertisement distribution determining method according to any of claims 1 to 3, further comprising the steps:

selecting the prospective site;

calculating an average impression ratio of each site by a selected user;

calculating a cost of advertisement publication of each site and a cost performance based on a ratio with the average impression ratio; and

setting, to a prospective site, a predetermined number of sites in high order of the cost performance.

5. The advertisement distribution determining method according to any of claims 1 to 4, wherein any of an impression, an effective reach and a click through ratio or an optional combination thereof is utilized as the index.

6. The advertisement distribution determining method according to claim 5, wherein any one of the impression, the effective reach and the click through ratio is selected.

7. The advertisement distribution determining method according to claim 5, wherein a plurality of weights of any of the impression, the effective reach and the click through are determined respectively and the index is calculated in consideration of the weight.

8. The advertisement distribution determining method according to any of claims 1 to 7, wherein the step of generating a media plan includes the step of generating information indicative of a period in which an advertising banner is to be distributed to each site and/or a cost required for the distribution for the same period.

9. A distribution optimizing system for determining an optimum site to which an advertising banner is to be distributed based on a manuscript created through an advertising agency and/or a REP and including information indicative of a period, a budget and a target user on the basis of a media plan including the target user, comprising:

prospect site selecting means for acquiring data including an attribute of a sample user in a sample family and an access log of internet of the user and selecting a predetermined number of prospective sites presumed to have an advertising effect based on an access log of the user which is coincident with conditions of the target user in the sample user;

index calculating means for calculating an index in relation to the prospective site to find a combination of the prospective sites; and

media plan generating means for, generating a media plan in which an advertisement period and a budget are allocated to each combination of the prospective sites,

wherein the media plan having the distribution destination optimized is transmitted to the REP and/or the advertising agency.

10. The distribution optimizing system according to claim 9, wherein the prospective site selecting means has average impression ratio calculating means for calculating an average impression ratio of each site by a selected user, and

cost performance calculating means for calculating a cost of advertisement publication of each site and a cost performance based on a ratio with an average impression ratio,

a predetermined number of sites in high order of the cost performance being determined to be a prospective site.

11. The distribution optimizing system according to claim 9 or 10, wherein the index calculating means has accepting means for accepting selection of any of an impression, an effective reach and a click through ratio or a combination thereof and accepting a weight of each element in the combination.

12. A media plan creating method of creating a media plan specifying at least one individual vehicle to which an advertisement is to be published or distributed based on an advertisement manuscript, comprising the steps of:

accepting a manuscript sent from an advertiser and/or an advertising agency to which information including an advertisement period and a budget is given;

referring to information indicative of the individual vehicle indicative of a medium to which an advertisement stored in a database and published or distributed has specifically been published or distributed, contents of the advertisement, a cost of the advertisement and a user'"'"'s reaction to the advertisement; and

creating a media plan including an advertisement period and a budget for a selected one of the individual vehicles to maximize the user'"'"'s reaction.

13. The media plan creating method according to claim 12, wherein the information indicative of the user'"'"'s reaction to the advertisement includes at least the number of responses given from the user, the number of material requests given from the user, and the number of contracts made by the user.

14. The media plan creating method according to claim 12 or 13, further comprising the steps of:

acquiring a user'"'"'s reaction based on publication and distribution of an advertisement on the basis of the media plan; and

storing the user'"'"'s reaction in a database in relation to the individual vehicle, contents of the advertisement and a cost of the advertisement.

15. The media plan creating method according to any of claims 12 to 14, wherein the manuscript includes information indicative of a user'"'"'s attribute to be a target,

information indicative of the user'"'"'s reaction is stored in the database for each user'"'"'s attribute,

the step of creating a media plan has the step of selecting a plurality of the individual vehicles in consideration of a ratio of the user'"'"'s reaction having the user'"'"'s attribute to a cost of an advertisement related to the individual vehicle, and

the step of obtaining a combination of the individual vehicles to optimize the user'"'"'s reaction.

16. A media plan creating system for specifying a plurality of individual vehicles to which an advertisement is to be published or distributed based on an advertising manuscript and for creating a combined media plan, comprising:

a database for storing information indicative of the individual vehicle indicative of a medium to which an advertisement published or distributed has specifically been published or distributed, contents of the advertisement, a cost of the advertisement and a user'"'"'s reaction to the advertisement; and

media plan creating means for creating a media plan including an advertisement period and a budget for a selected one of the individual vehicles to maximize the user'"'"'s reaction based on a manuscript sent from an advertiser and/or an advertising agency to which information including an advertisement period and a budget is given.

17. The media plan creating system according to claim 16, wherein the information indicative of the user'"'"'s reaction to the advertisement includes at least the number of responses given from the user, the number of material requests given from the user, and the number of contracts made by the user.

18. The media plan creating system according to claim 17, wherein the media plan creating means selects a combination of a plurality of individual vehicles in consideration of any of a cost of an advertisement related to the individual vehicle, the number of responses, the number of material requests and the number of contracts.

19. The media plan creating system according to any of claims 16 to 18, wherein the manuscript includes information indicative of a user'"'"'s attribute to be a target,

the database stores information indicative of the user'"'"'s reaction for each user'"'"'s attribute, and

the media plan creating system refers to the user'"'"'s attribute of the target user in the manuscript to create a media plan in order to maximize the user'"'"'s reaction having the user'"'"'s attribute for the individual vehicle.

20. The media plan creating system according to claim 19, wherein the media plan creating means selects a plurality of individual vehicles in consideration of a ratio of the user'"'"'s reaction having the user'"'"'s attribute to a cost of an advertisement related to the individual vehicle, and

obtains a combination of the individual vehicles to optimize the user'"'"'s reaction.