METHOD FOR DETERMINING FAIR MARKET VALUES OF MULTIMEDIA ADVERTISING SPACES
First Claim
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1. Method for determining fair market values of multimedia advertising spaces during a second time period, these multimedia advertising spaces having been bought during a first time period anterior to the second one by advertisers, comprising the steps of:
- a) collecting and storing, in a first database, audience statistics of each of said advertising spaces during said first time period, these audience statistics allowing to quantify the audience of each of said advertising spaces according to a given number of audience categories, wherein said audience categories are grouped into audience categories groups, each of these audience categories groups describing the whole audience,b) collecting and storing, in a second database, advertising revenues of each of said advertising spaces during said first time period,c) said advertisers having specified a target audience by selecting target audience categories when buying said advertising spaces, collecting and storing, in a third database, selected target audience categories corresponding to the advertising revenues of each of said advertising spaces during said first time period,d) based on data obtained in step a) and on data obtained in step b) and/or in step c), distributing said advertising revenues of each of said advertising spaces among said audience categories and summing these revenues per advertising space per audience category for all advertising spaces in order to determine the total revenues of all advertising spaces per audience category during said first time period,e) based on data obtained in step a), determining a global audience rating of all advertising spaces per audience category during said first time period,f) based on results of steps d) and e), determining a global price per audience category for any advertising space during said first time period by dividing said total revenues of all advertising spaces per audience category by said global audience rating of all advertising spaces per audience category,g) based on the result obtained in step f) and on data obtained in step a), determining theoretical revenues for each of said advertising spaces per audience category during said first time period by multiplying said global price per audience category by a corresponding audience rating per advertising space per audience category during said first time period,h) based on the result obtained at step g), determining average theoretical revenues for each of said advertising spaces for at least a set of audience categories groups during said first time period,i) based on the result obtained at step h) and on the data obtained in step a), determining a fair market value of each of said advertising spaces during said second time period by dividing said average theoretical revenues of each of said advertising spaces by an audience rating of the corresponding advertising space during said first time period.
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Abstract
A method for determining fair market values of multimedia advertising spaces during a second time period, these multimedia advertising spaces having been bought during a first time period anterior to the second one by advertisers, includes:
- collecting and storing audience statistics, advertising revenues and selected target audience categories of each of the advertising spaces during the first time period,
- distributing the advertising revenues of each of the advertising spaces among the audience categories and summing these revenues per advertising space per audience category for all advertising spaces in order to determine total revenues of all advertising spaces per audience category during the first time period,
- determining a global price per audience category for any advertising space during the first time period,
- determining theoretical revenues of each of the advertising spaces per audience category during the first time period,
- determining average theoretical revenues of each of the advertising space for at least a set of audience categories groups during the first time period,
- determining a fair market value of each of the advertising spaces during the second time period.
55 Citations
18 Claims
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1. Method for determining fair market values of multimedia advertising spaces during a second time period, these multimedia advertising spaces having been bought during a first time period anterior to the second one by advertisers, comprising the steps of:
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a) collecting and storing, in a first database, audience statistics of each of said advertising spaces during said first time period, these audience statistics allowing to quantify the audience of each of said advertising spaces according to a given number of audience categories, wherein said audience categories are grouped into audience categories groups, each of these audience categories groups describing the whole audience, b) collecting and storing, in a second database, advertising revenues of each of said advertising spaces during said first time period, c) said advertisers having specified a target audience by selecting target audience categories when buying said advertising spaces, collecting and storing, in a third database, selected target audience categories corresponding to the advertising revenues of each of said advertising spaces during said first time period, d) based on data obtained in step a) and on data obtained in step b) and/or in step c), distributing said advertising revenues of each of said advertising spaces among said audience categories and summing these revenues per advertising space per audience category for all advertising spaces in order to determine the total revenues of all advertising spaces per audience category during said first time period, e) based on data obtained in step a), determining a global audience rating of all advertising spaces per audience category during said first time period, f) based on results of steps d) and e), determining a global price per audience category for any advertising space during said first time period by dividing said total revenues of all advertising spaces per audience category by said global audience rating of all advertising spaces per audience category, g) based on the result obtained in step f) and on data obtained in step a), determining theoretical revenues for each of said advertising spaces per audience category during said first time period by multiplying said global price per audience category by a corresponding audience rating per advertising space per audience category during said first time period, h) based on the result obtained at step g), determining average theoretical revenues for each of said advertising spaces for at least a set of audience categories groups during said first time period, i) based on the result obtained at step h) and on the data obtained in step a), determining a fair market value of each of said advertising spaces during said second time period by dividing said average theoretical revenues of each of said advertising spaces by an audience rating of the corresponding advertising space during said first time period. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 15, 16, 17, 18)
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12. A computer system for determining fair market values of multimedia advertising spaces during a second time period, these multimedia advertising spaces having been bought during a first time period anterior to the second one by advertisers, comprising:
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tracking means collecting each advertising space revenues and corresponding target audience, said advertisers having specified a target audience by selecting target audience categories when buying said advertising spaces, first means for inputting and storing in a first database audience statistics of each of said advertising spaces during said first time period, these audience statistics allowing to quantify the audience of each of said advertising spaces according to a given number of audience categories, wherein said audience categories are grouped into audience categories groups, each of these audience categories groups describing the whole audience, second means for inputting and storing advertising revenues generated by each of said advertising spaces during said first time period and corresponding selected target audience categories in a second and a third databases, computer processor means for processing data stored in said first and second and/or third databases, programmed to;
distribute said advertising revenues of each of said advertising spaces among said audience categories and summing these revenues per advertising space per audience category for all advertising spaces in order to determine the total revenues of all advertising spaces per audience category during said first time period;
determine the global audience rating of all advertising spaces per audience category during said first time period;
determine a global price per audience category for any advertising space during said first time period by dividing said total revenues of all advertising spaces per audience category by said global audience rating of all advertising spaces per audience category;
determine the theoretical revenues of each of said advertising spaces per audience category during said second time period by multiplying said global price per audience category by the audience of each of said advertising spaces for the corresponding category during said first time period;
determine average theoretical revenues of each of said advertising spaces for at least a set of audience categories groups during said second time period;
determine the fair market value of each of said advertising spaces during said second time period by multiplying said average theoretical revenues of each of said advertising spaces by an audience rating of the corresponding advertising space during said first time period. - View Dependent Claims (13, 14)
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Specification