Negotiated access to promotional insertion opportunity

• US 20080271070A1
• Filed: 04/25/2008
• Published: 10/30/2008
• Est. Priority Date: 04/27/2007
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Navic Systems, Inc. (Microsoft Corporation)
• Inventors: Kanojia, Chaitanya, Lutz, Lisa L., Emans, Matthew B.
• Application Number:
  US12/150,322
• Publication Number:
  US 20080271070A1
• Time in Patent Office: Days
• US Class Current: 725/32
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: H04N 21/252 Processing of multiple end-users' preferences to derive collaborative data
• CPC Class Codes: H04N 21/2547 Third Party Billing, e.g. billing of advertiser
• CPC Class Codes: H04N 21/25841 involving the geographical location of the client retrieval from the Internet by querying based on geographical locations G06F16/9537; arrangements for identifying locations of receiving stations in broadcast systems H04H60/51; location of the user terminal in data switching networks H04L67/52; services making use of the location of users or terminals in wireless networks H04W4/02; locating users or terminals in wireless networks H04W64/00
• CPC Class Codes: H04N 21/26241 involving the time of distribution, e.g. the best time of the day for inserting an advertisement or airing a children program
• CPC Class Codes: H04N 21/2668 Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles information retrieval from the Internet by querying with filtering and personalisation G06F16/9535; arrangements for replacing or switching information during the broadcast H04H20/10; push services over packet-switching network H04L12/1859; adaptation of message content in packet-switching networks H04L51/063
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

A technique (and corresponding system) for controlling access to insertion opportunities in a multi-channel streaming media system is provided. The technique receives parameters for access to the insertion opportunities from multiple advertisers, such as desired audience viewership profile characteristics. The technique evaluates the received parameters to select which advertisers gain access to the insertion opportunities to place promotional content. The technique analyzes an audience of the placed promotional content and identifies which of the possible promotional content optimizes the value of the insertion opportunities or other maxima. Unlike traditional advertising in which advertisers pay per expected viewership, the technique may be arranged to charge advertisers only for a targeted audience that viewed the placed promotional content. The technique thus enables advertisers to access disparate insertion opportunities and to target an audience at lower cost without having to establish relationships with owners of insertion opportunities.

Claims

1. A method for controlling access to insertion opportunities in a multi-channel streaming media system comprising:

receiving parameters for a negotiated transaction for access to insertion opportunities from multiple promotional content providers; and

determining based on the received parameters for the negotiated transaction which promotional content providers gain access to the insertion opportunities to place promotional content.

2. A method as in claim 1 wherein receiving the parameters includes receiving one or more of:

i) audience target data, ii) geography data, iii) budget data, iv) impressions data, v) adjacency data, and vi) reach and frequency data.

3. A method as in claim 1 wherein the step of receiving includes receiving information concerning desired audience viewership profile characteristics, the received information includes one or more of:

i) whether the audience watches specific programs or program genres, ii) geodemographic attributes, and iii) household segmentation attributes, and iv) other data derived from actual audience viewership.

4. A method as in claim 1 wherein the step of receiving includes receiving information concerning consumer behavior of an audience, the received information includes one or more of:

i) devices owned by the audience and ii) services subscribed to by the audience.

5. A method as in claim 1 wherein the step of receiving includes:

simulating placing promotional content using a projected audience and projected insertion opportunities to obtain projected results of placing the promotional content; and

revising the received parameters based on the projected results obtained.

6. A method as in claim 1 wherein the step of determining includes:

matching the received parameters against the insertion opportunities to produce a total set of matches representing possible placement of promotional content in the opportunities; and

evaluating the produced total set of matches by using audience estimates obtained for each match to produce a selected set of matches that maximizes one or more of;

i) value of the insertion opportunities, ii) targeted audience delivered to the promotional content providers for their budgets, and iii) total audience delivered to the promotional content providers for their budgets.

7. A method as in claim 1 wherein the step of determining includes given a total set of matches between the insertion opportunities, the received parameters, and audience estimates, selecting matches that maximize one or more of:

i) value of the insertion opportunities, ii) targeted audience delivered to the promotional content providers for their budgets, and iii) total audience delivered to the promotional content providers for their budgets.

8. A method as in claim 7 wherein the step of selecting includes:

assigning values to the insertion opportunities to represent the relative values of the insertion opportunities to the promotional content providers; and

awarding a subject insertion opportunity to a subject promotional content provider so that a value of the awarded subject insertion opportunity to the subject promotional content provider is the highest amongst other insertion opportunities available.

9. A method as in claim 8 wherein the step of assigning includes assigning values to the insertion opportunities on an individual basis to represent the relative value of each insertion opportunity to the promotional content providers on an individual basis.

10. A method as in claim 8 wherein the step of assigning includes deriving values from one or more of:

i) reach of delivered audience, ii) relative percentage of target audience compared to other insertion opportunities, iii) expected cost of the insertion opportunities, and iv) error correction terms based on a probability that projected audiences and insertion opportunities will be available.

11. A method as in claim 1 wherein the step of determining includes determining which promotional content providers gain access to the insertion opportunities to place promotional content until a number of impressions paid for by each promotional content provider is reached.

12. A method as in claim 11 wherein the number of impressions includes:

i) an audience who viewed promotional content placed in the insertion opportunities or ii) an audience who viewed promotional content placed in the insertion opportunities and match the received parameters.

13. A method as in claim 1 wherein the step of determining includes reconciling selling the insertion opportunities in terms of cost for the insertion opportunities with buying the insertion opportunities in terms of cost for a number of impressions.

14. A method as in claim 1 wherein the step of determining includes determining which of the insertion opportunities can be accessed by the promotional content provider to place promotional content based on one or more business rules that dictate placing promotional content into the insertion opportunities.

15. A method as in claim 1 wherein the insertion opportunities are defined by one or more of:

i) broadcast time, ii) broadcast channel, iii) Digital Video Recorder (DVR) slot, iv) Video on Demand (VoD) stream, v) Internet Protocol Television (IPTV) access message or vi) broadband video portal.

16. A method as in claim 1 further comprising:

updating the parameters for the negotiated transaction for access to an other insertion opportunity based on audience measurements that relate to placing promotional content in the insertion opportunity; and

re-determining based on the updated parameters for the negotiated transaction which promotional content providers gain access to the other insertion opportunities to place promotional content.

17. A method as in claim 16 wherein updating the parameters includes updating the parameters based on one or more of:

i) an audience who watched the placed promotional content, ii) an audience who watched the placed promotional content and matched the received parameters, and iii) data from a third party.

18. A method as in claim 1 further comprising accounting for placement of promotional content with one or more of:

i) an audience who watched the placed promotional content, ii) an audience who watched the placed promotional content and satisfied the received parameters, and iii) data from a third party data.

19. A method as in claim 1 further comprising receiving the insertion opportunities on:

i) a pre-emptible basis in which a monetary or business condition is set, or ii) a pre-planned allocation of the insertion opportunities, or iii) a fixed monetary basis.

20. A system to control access to insertion opportunities in a multi-channel streaming media system comprising:

a receiving unit to receive parameters for a negotiated transaction for access to insertion opportunities from multiple promotional content providers; and

a determining unit coupled to the receiving unit to determine based on the received parameters for the negotiated transaction which promotional content providers gain access to the insertion opportunities to place promotional content.

21. A system as in claim 20 wherein the receiving unit receives one or more of:

i) audience target data, ii) geography data, iii) budget data, iv) impressions data, v) adjacency data, and vi) reach and frequency data.

22. A system as in claim 20 wherein the receiving unit receives information concerning desired audience viewership profile characteristics, the received information includes one or more of:

i) whether the audience watches specific programs or program genres, ii) geodemographic attributes, and iii) household segmentation attributes, and iv) other data derived from actual audience viewership.

23. A system as in claim 20 wherein the receiving unit receives information concerning consumer behavior of an audience, the received information includes one or more of:

i) devices owned by the audience and ii) services subscribed to by the audience.

24. A system as in claim 20 wherein the receiving unit:

a) simulates placing promotional content using a projected audience and projected insertion opportunities to obtain projected results of placing the promotional content; and

b) revises the received parameters based on the projected results obtained.

25. A system as in claim 20 wherein the determining unit:

a) matches the received parameters against the insertion opportunities to produce a total set of matches representing possible placement of promotional content in the opportunities; and

b) evaluates the produced total set of matches by using audience estimates obtained for each match to produce a selected set of matches that maximizes one or more of;

i) value of the insertion opportunities, ii) targeted audience delivered to the promotional content providers for their budgets, and iii) total audience delivered to the promotional content providers for their budgets.

26. A system as in claim 20 wherein the determining unit given a total set of matches between the insertion opportunities, the received parameters, and audience estimates, selects matches that maximize one or more of:

i) value of the insertion opportunities, ii) targeted audience delivered to the promotional content providers for their budgets, and iii) total audience delivered to the promotional content providers for their budgets.

27. A system as in claim 26 wherein the determining unit additionally:

a) assigns values to the insertion opportunities to represent the relative values of the insertion opportunities to the promotional content providers; and

b) awards a subject insertion opportunity to a subject promotional content provider so that a value of the awarded subject insertion opportunity to the subject promotional content provider is the highest amongst other insertion opportunities available.

28. A system as in claim 27 wherein the determining unit additionally assigns values to the insertion opportunities on an individual basis to represent the relative value of each insertion opportunity to the promotional content providers on an individual basis.

29. A system as in claim 27 wherein the determining unit additionally derives values from one or more of:

i) reach of delivered audience, ii) relative percentage of target audience compared to other insertion opportunities, iii) expected cost of the insertion opportunities, and iv) error correction terms based on a probability that projected audiences and insertion opportunities will be available.

30. A system as in claim 20 wherein the determining unit determines which promotional content providers gain access to the insertion opportunities to place promotional content until a number of impressions paid for by each promotional content provider is reached.

31. A system as in claim 30 wherein the number of impressions includes:

i) an audience who viewed promotional content placed in the insertion opportunities or ii) an audience who viewed promotional content placed in the insertion opportunities and match the received parameters.

32. A system as in claim 20 wherein the determining unit reconciles selling the insertion opportunities in terms of cost for the insertion opportunities with buying the insertion opportunities in terms of cost for a number of impressions.

33. A system as in claim 20 wherein the determining unit determines which of the insertion opportunities can be accessed by the promotional content provider to place promotional content based on one or more business rules that dictate placing promotional content into the insertion opportunities.

34. A system as in claim 20 wherein insertion opportunities are defined by one or more of:

i) broadcast time, ii) broadcast channel, iii) Digital Video Recorder (DVR) slot, iv) Video on Demand (VoD) stream, v) Internet Protocol Television (IPTV) access message or vi) broadband video portal.

35. A system as in claim 20 further comprising:

a updating unit coupled the determining unit to the parameters for the negotiated transaction for access to an other insertion opportunity based on audience measurements that relate to placing promotional content in the insertion opportunity; and

the determining unit additionally re-determines based on the updated parameters for the negotiated transaction which promotional content providers gain access to the other insertion opportunities to place promotional content.

36. A system as in claim 35 wherein the updating unit updates parameters based on one or more of:

i) an audience who watched the placed promotional content, ii) an audience who watched the placed promotional content and matched the received parameters, and iii) data from a third party.

37. A system as in claim 20 further comprising an accounting unit coupled to the determined unit and the receiving unit to account for placement of promotional content with one or more of:

i) an audience who watched the placed promotional content, ii) an audience who watched the placed promotional content and satisfied the received parameters, and iii) data from a third party data.

38. A system as in claim 20 further comprising a second receiving unit coupled to the determining unit to receive the insertion opportunities on:

i) a pre-emptible basis in which a monetary condition is set, ii) a pre-planned allocation of the insertion opportunities, or iii) a fixed monetary basis.

39. A computer program product comprising a computer readable medium having a computer readable program, wherein the computer readable program when executed on a computer causes the computer to:

receive parameters for a negotiated transaction for access to insertion opportunities from multiple promotional content providers; and

determine based on the received parameters for the negotiated transaction which promotional content providers gain access to the insertion opportunities to place promotional content.