Booking Advertising Campaigns

• US 20090006145A1
• Filed: 06/27/2007
• Published: 01/01/2009
• Est. Priority Date: 06/27/2007
• Status: Abandoned Application

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Erlich, Yan-David, Duggal, Jagpreet S., Bidyuk, Bozhena, Smolyanov, Alexandr Y., Gardner, Robert D.
• Application Number:
  US11/769,549
• Publication Number:
  US 20090006145A1
• Time in Patent Office: Days
• US Class Current: 705/6
• CPC Class Codes: G06Q 10/025 Coordination of plural reservations, e.g. plural trip segments, transportation combined with accommodation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

Various aspects can be implemented for automated booking of advertising campaigns based on reach and frequency goals In general, one aspect can be a method that includes receiving campaign criteria including target reach and frequency for an advertising campaign. The method also includes allocating advertising spots based on the campaign criteria, and generating projected campaign reach and frequency based, at least in part, on the allocated advertising spots. The method further includes determining whether projected campaign reach and frequency sufficiently match target reach and frequency, and dynamically adjusting the allocation of advertising spots when the projected campaign reach and frequency do not sufficiently match the target reach and frequency. Other implementations of this aspect include corresponding systems, apparatus, and computer program products.

Claims

1. A computer-implemented method comprising:

receiving campaign criteria including target reach and frequency for an advertising campaign;

allocating advertising spots based on the campaign criteria;

generating projected campaign reach and frequency based, at least in part, on the allocated advertising spots;

determining whether projected campaign reach and frequency sufficiently match target reach and frequency; and

dynamically adjusting the allocation of advertising spots when the projected campaign reach and frequency do not sufficiently match the target reach and frequency.

2. The method of claim 1, wherein receiving campaign criteria further includes receiving a specified minimum and a specified maximum number of advertising spots to be allocated per broadcaster group within a predetermined time period.

3. The method of claim 1, further comprising obtaining available advertising spots from broadcasters that meet the campaign criteria.

4. The method of claim 1, further comprising:

booking the advertising campaign when the projected campaign reach and frequency sufficiently match the target reach and frequency.

5. The method of claim 2, wherein the broadcaster group comprises one or more broadcasters and the predetermined time period comprises a period of a week, two-weeks, or a month.

6. The method of claim 3, wherein dynamically adjusting the allocation of advertising spots comprises:

generating a new minimum and a new maximum number of advertising spots to be allocated; and

obtaining newly available advertising spots to fill the advertising campaign based on the new minimum and the new maximum number of advertising spots.

7. The method of claim 1, wherein allocating advertising spots comprises:

obtaining available advertising spots from broadcasters that meet the campaign criteria; and

sorting the broadcasters based on a predetermined campaign metric.

8. The method of claim 7, wherein the predetermined campaign metric comprises broadcaster efficiency or target cost per thousand impressions (CPM).

9. The method of claim 7, wherein allocating advertising spots further comprises:

determining whether a first broadcaster'"'"'s available advertising spots are less than the specified minimum number of advertising spots;

determining whether the first broadcaster is a strategic broadcaster when the first broadcaster'"'"'s available advertising spots are less than the specified minimum number of advertising spots; and

booking all the available advertising spots from the first broadcaster when the broadcaster is a strategic broadcaster.

10. The method of claim 9, wherein allocating advertising spots further comprises:

calculating a number of advertising spots needed from the first broadcaster when the first broadcaster'"'"'s available advertising spots are not less than the specified minimum number of advertising spots.

11. The method of claim 10, wherein allocating advertising spots further comprises:

determining whether the number of advertising spots needed from the first broadcaster is greater than the specified maximum number of advertising spots.

12. The method of claim 11, wherein allocating advertising spots further comprises:

booking the number of advertising spots needed from the first broadcaster when the number of advertising spots needed from the first broadcaster is not greater than the specified maximum number of advertising spots; and

booking the specified maximum number of advertising spots from the first broadcaster when the number of advertising spots needed from the first broadcaster is greater than the specified maximum number of advertising spots.

13. The method of claim 3, wherein the broadcasters comprise terrestrial radio stations, satellite radio stations, television stations, podcasters, cellular broadcasters, or Internet broadcasters.

14. The method of claim 1, wherein the advertising campaign criteria are specified by an advertiser or a customer service representative via a user interface.

15. A computing device comprising a computer program product stored on a computer readable medium, the stored computer program product including executable instructions causing the computing device to perform functions comprising:

receiving campaign criteria including target reach and frequency for an advertising campaign;

allocating advertising spots based on the campaign criteria;

generating projected campaign reach and frequency based, at least in part, on the allocated advertising spots;

determining whether projected campaign reach and frequency sufficiently match target reach and frequency; and

dynamically adjusting the allocation of advertising spots when the projected campaign reach and frequency do not sufficiently match the target reach and frequency.

16. The stored computer program product of claim 15, wherein receiving campaign criteria further includes receiving a specified minimum and a specified maximum number of advertising spots to be allocated per broadcaster group within a predetermined time period.

17. The stored computer program product of claim 15, further including executable instructions causing the computing device to perform functions comprising:

obtaining available advertising spots from broadcasters that meet the campaign criteria.

18. The stored computer program product of claim 15, further including executable instructions causing the computing device to perform functions comprising:

booking the advertising campaign when the projected campaign reach and frequency match the target reach and frequency.

19. The stored computer program product of claim 16, wherein the broadcaster group comprises one or more broadcasters and the predetermined time period comprises a period of a week, two-weeks, or a month.

20. The stored computer program product of claim 18, wherein dynamically adjusting the allocation of advertising spots comprises:

generating a new minimum and a new maximum number of advertising spots to be allocated; and

obtaining newly available advertising spots to fill the advertising campaign based on the new minimum and the new maximum number of advertising spots.

21. The stored computer program product of claim 15, wherein allocating advertising spots comprises:

obtaining available advertising spots from broadcasters that meet the campaign criteria; and

sorting the broadcasters based on a predetermined campaign metric.

22. The stored computer program product of claim 21, wherein the predetermined campaign metric comprises efficiency or target cost per thousand impressions (CPM).

23. A system comprising:

an advertiser-facing module configured to interface with an advertiser and to obtain campaign criteria comprising target reach and frequency for an advertising campaign;

a metrics calculation module configured to calculate projected campaign reach and frequency;

means for dynamically allocating advertising spots in the advertising campaign to cause the calculated reach and frequency to better match the target reach and frequency; and

a broadcaster-facing module configured to interface with one or more broadcasters that broadcast one or more advertisements during the allocated advertising spots.