Goal-Based Front End Buying of Radio Advertisements

• US 20090313120A1
• Filed: 06/13/2008
• Published: 12/17/2009
• Est. Priority Date: 06/13/2008
• Status: Abandoned Application

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Ketchum, Russell K.
• Application Number:
  US12/139,309
• Publication Number:
  US 20090313120A1
• Time in Patent Office: Days
• US Class Current: 705/14.510
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0253 During e-commerce, i.e. online transactions

Abstract

Various aspects can be implemented for automated booking of advertising campaigns. One aspect can be a method that includes receiving information relating to a broadcast advertising campaign such as a marketing objective and a target audience, obtaining market data for one or more broadcasters in one or more broadcast advertising markets, and calculating campaign settings based on the marketing objective and a target audience. Another aspect includes calculating a minimum effective for one or more markets based on the campaign settings. Other implementations of these aspects include corresponding systems, apparatus, and computer program products.

Claims

1. A computer-implemented method comprising:

receiving information relating to a broadcast advertising campaign, the received information including a marketing objective and a target audience;

obtaining market data for one or more broadcasters in one or more broadcast advertising markets;

calculating campaign settings, including at least a target reach and a target frequency, based on the marketing objective and the target audience; and

calculating a minimum effective budget for the one or more broadcast advertising markets based on the calculated campaign settings and the market data for the one or more broadcasters.

2. The method of claim 1, wherein calculating the minimum effective budget comprises estimating a price of allocating advertisements to available inventory according to the campaign settings in order to achieve the target reach and the target frequency.

3. The method of claim 1, wherein the market data comprises price data.

4. The method of claim 1, wherein the market data comprises ratings.

5. The method of claim 1, wherein obtaining market data further comprises calculating rank.

6. The method of claim 1, further comprising

calculating a historic inventory cost;

and

displaying the historic inventory cost.

7. The method of claim 1, further comprising receiving a campaign bid for the one or more broadcast advertising markets.

8. The method of claim 7, wherein calculating the campaign settings is further based on the campaign bid.

9. The method of claim 1, further comprising receiving a selection of one or more target broadcast advertising markets for the campaign from the one or more broadcast advertising markets.

10. The method of claim 9, further comprising allocating advertising spots in the one or more selected target broadcast advertising markets based on the calculated campaign settings.

11. The method of claim 1, further comprising displaying each broadcast advertising market with its respective minimum effective budget on a map-based user interface.

12. The method of claim 11, further comprising displaying a demographic rank for each broadcast advertising market.

13. The method of claim 1, further comprising displaying each broadcast advertising market with its respective minimum effective budget in a list or table.

14. The method of claim 1, further comprising:

receiving narrowing criteria;

filtering the one or more broadcast advertising markets based on the narrowing criteria; and

displaying the one or more broadcast advertising markets that best match the narrowing criteria.

15. The method of claim 1, wherein the target audience comprises a target demographic.

16. The method of claim 1, wherein the target audience comprises a target psychographic.

17. The method of claim 1, wherein at least one of the broadcasters comprises a radio station.

18. The method of claim 1, wherein the campaign settings further comprise tier distribution.

19. The method of claim 1, wherein the marketing objective comprises one or more of brand building, brand maintenance, and a time sensitive promotion.

20. The method of claim 1,

wherein the calculating the campaign settings is according to a predetermined allocation strategy and further comprising receiving feedback data regarding the success of the campaign;

and

optimizing the allocation strategy based on to the feedback data.

21. 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 information relating to a broadcast advertising campaign, the received information including a marketing objective and a target audience;

obtaining market data for one or more broadcasters in one or more broadcast advertising markets;

calculating campaign settings, including at least a target reach and a target frequency, based on the marketing objective and the target audience; and

calculating a minimum effective budget for the one or more broadcast advertising markets based on the calculated campaign settings and the market data for the one or more broadcasters.

22. The stored computer product of claim 21, wherein calculating the minimum effective budget comprises estimating a price of allocating advertisements to available inventory according to the campaign settings in order to achieve the target reach and the target frequency.

23. The stored computer product of claim 21, wherein the market data comprises price data.

24. The stored computer product of claim 21, wherein the market data comprises ratings.

25. The stored computer product of claim 21, wherein obtaining market data further comprises calculating rank.

26. The stored computer program product of claim 21, further including executable instructions causing the computing device to perform functions comprising:

calculating a historic inventory cost; and

displaying the historic inventory cost.

27. The stored computer program product of claim 21, further including executable instructions causing the computing device to perform functions comprising:

receiving a campaign bid for the one or more broadcast advertising markets.

28. The stored computer product of claim 21,wherein calculating the campaign settings is further based on the campaign bid.

29. The stored computer program product of claim 21, further including executable instructions causing the computing device to perform functions comprising:

receiving a selection of one or more target broadcast advertising markets for the campaign from the one or more broadcast advertising markets.

30. The stored computer program product of claim 29, further including executable instructions causing the computing device to perform functions comprising:

allocating advertising spots in the one or more selected target broadcast advertising markets based on the calculated campaign settings.

31. The stored computer program product of claim 21, further including executable instructions causing the computing device to perform functions comprising:

displaying each broadcast advertising market with its respective minimum effective budget on a map-based user interface.

32. The stored computer program product of claim 31, further including executable instructions causing the computing device to perform functions comprising:

displaying a demographic rank for each broadcast advertising market.

33. The stored computer program product of claim 21, further including executable instructions causing the computing device to perform functions comprising:

receiving narrowing criteria;

filtering the one or more broadcast advertising markets based on the narrowing criteria; and

displaying the one or more broadcast advertising markets that best match the narrowing criteria.

34. The stored computer product of claim 21, wherein the target audience comprises a target demographic.

35. The stored computer product of claim 21, wherein the target audience comprises a target psychographic.

36. The stored computer product of claim 21, wherein at least one of the broadcasters comprises a radio station.

37. The stored computer product of claim 21, wherein the campaign settings further comprise tier distribution.

38. The stored computer product of claim 21, wherein the marketing objective comprises one or more of brand building, brand maintenance, and a time sensitive promotion.

39. A system comprising:

an advertiser-facing module configured to interface with an advertiser and to obtain information relating to an advertising goal including a campaign objective and a target audience;

means for calculating campaign settings to achieve the advertising goal;

means for calculating a minimum effective budget for one or more markets based on the calculated campaign settings;

wherein the advertiser-facing module is configured to display the calculated minimum effective budget for each of the markets, and to obtain a selection of the one or more markets;

an add-booking module configured to allocate advertisements based on the calculated campaign settings to advertising slots in the selected markets; and

a broadcaster-facing module configured to interface with a broadcaster that broadcasts the advertisements.