ADVERTISING-BUYING OPTIMIZATION METHOD, SYSTEM, AND APPARATUS

• US 20100057534A1
• Filed: 09/26/2008
• Published: 03/04/2010
• Est. Priority Date: 08/27/2008
• Status: Abandoned Application

• Current Assignee: Smart Channel LLC
• Original Assignee: Smart Channel LLC
• Inventors: GERSHKOFF, Amy Rachel
• Application Number:
  US12/239,327
• Publication Number:
  US 20100057534A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

A method, system, and apparatus for optimizing advertising buying is disclosed. The method comprises: obtaining data on media consumption habits of a defined set of individuals; optionally matching the data on media consumption habits to a database containing information regarding the individuals; optionally aggregating the data on media consumption habits by each individual; optionally recoding the data on media consumption habits using predetermined criteria to obtain recoded data; optionally removing the data on media consumption habits to obtain the recoded data only; creating clusters based on media consumption habits of the individuals; optionally creating profiles of each cluster to obtain defined clusters; optionally identifying the defined clusters; creating media consumption profiles for each defined cluster; optionally determining non-targeted individuals reached by each potential buy for each defined cluster; optionally attaching costs to each potential buy for each defined cluster; defining buys based on maximum coverage of the targeted individuals, optionally minimum coverage of non-targeted individuals, and optionally the lowest cost; and obtaining an optimized rank-ordered list of buys for one or more one or more media buyers.

Claims

1. A method for optimizing advertising buying for one or more media buyers having a budget for each channel in a single or a multi-channel campaign, comprising:

creating clusters based on media consumption habits of individuals;

creating media consumption profiles for each defined cluster;

optionally attaching costs to each potential buy for each defined cluster; and

selecting one or more of the buys for the one or more media buyers.

2. The method of claim 1, further comprising:

optionally determining non-targeted individuals reached by each potential buy for each defined cluster; and

attaching costs to each potential buy based on information obtained from advertising sales individuals and/or companies.

3. The method of claim 1, further comprising obtaining an optimized rank-ordered list of each potential buy.

4. A computer readable tangible medium bearing executable computer code that causes a programmable device to carry out the method of claim 1.

5. An apparatus for carrying out the method of claim 1.

6. A method for optimizing advertising buying for one or media buyers having a budget for a multi-channel campaign but not a specified division of the budget for various channels in the campaign, comprising:

creating clusters based on media consumption habits of individuals;

creating media consumption profiles for each defined cluster;

optionally attaching costs to each potential buy for each defined cluster; and

selecting one or more of the buys for the one or more media buyers.

7. The method of claim 6, further comprising:

optionally determining non-targeted individuals reached by each potential buy for each defined cluster; and

attaching costs to each potential buy based on information obtained from advertising sales individuals and/or companies.

8. The method of claim 6, further comprising obtaining an optimized rank-ordered list of each potential buy.

9. A computer readable tangible medium bearing executable computer code that causes a programmable device to carry out the method of claim 6.

10. An apparatus for carrying out the method of claim 6.

11. A method for creating defined clusters for one or more media buyers seeking to buy advertising, comprising:

obtaining data on media consumption habits of a defined set of individuals;

optionally matching the data on media consumption habits to a database containing information regarding the individuals;

optionally recoding the data on media consumption using predetermined criteria to obtain recoded data;

optionally removing the data on media consumption to obtain the recoded data only; and

creating clusters based on media consumption habits of the individuals.

12. The method of claim 11, further comprising:

optionally determining non-targeted individuals reached by each potential buy for each defined cluster; and

attaching costs to each potential buy based on information obtained from advertising sales individuals and/or companies.

13. The method of claim 11, further comprising obtaining an optimized rank-ordered list of each potential buy.

14. A computer readable tangible medium bearing executable computer code that causes a programmable device to carry out the method of claim 11.

15. An apparatus for carrying out the method of claim 11.

16. A method for obtaining a cluster solution comprising:

(A) loading database A2 into a computer program, wherein database A2 is obtained by;

obtaining data on media consumption habits of a defined set of individuals;

matching the data on media consumption habits to a database containing information regarding the individuals;

recoding the data on media consumption using predetermined criteria to obtain recoded data;

optionally removing the data on media consumption to obtain the recoded data only, identified as database A2;

(B) selecting either manually or automatically the (i) optimal distance function, (ii) the clustering approach;

(iii) the optimal agglomeration method, (iv) the minimum cluster size, (v) the method for pruning smaller clusters, and (vi) the sensitivity level;

(C) running the clustering program based on the selections in (B)(i)-(B)(v) to obtain a diagnostic output of clusters;

(D) examining the diagnostic output of clusters;

(E) repeating steps (B)-(D) until a cluster solution is obtained meeting the pre-determined criteria; and

(F) optionally validating the cluster solution.

17. The method of claim 16, further comprising:

(G) reviewing the cluster solution for logical consistency, optionally using a rules-based system, wherein any cluster solution which appears to have more than about 10% of clusters that are not logically consistent is flagged for review.

18. The method of claim 16, wherein the predetermined criteria include:

(a) the ratio of the distance between clusters relative to the distance within clusters is maximized, according to the distance function selection in (B)(i);

(b) the silwidth is larger than other potential cluster solutions; and

(c) the clusters are of a size and proportion useful to the one or more media buyers'"'"' goal.

19. The method of claim 16, wherein validating of cluster solution in step (F) comprises:

(a) adjusting the minimum cluster size and re-clustering to determine if the cluster solution is about the same;

or

(b) bootstrappping the data and re-clustering to determine if the cluster solution is about the same.

20. A computer readable tangible medium bearing executable computer code that causes a programmable device to carry out the method of claim 16.

21. An apparatus for carrying out the method of claim 16.

22. A computer readable medium storing a computer program, the computer program when executed in a computer executing a method comprising:

(A) selecting either manually or automatically the (i) optimal distance function, (ii) the clustering approach;

(iii) the optimal agglomeration method, (iv) the minimum cluster size, (v) the method for pruning smaller clusters, and (vi) the sensitivity level;

(B) running the clustering program based on the selections in (A)(i)-(A)(vi) to obtain a diagnostic output of clusters and outliers;

(C) examining the diagnostic output of clusters and outliers;

(D) repeating steps (A)-(C) until a cluster solution is obtained meeting the pre-determined criteria; and

(E) optionally validating the cluster solution.

23. The computer readable medium storing the computer program of claim 22, the method further comprising:

(F) reviewing the cluster solution for logical consistency, optionally using a rules-based system, wherein any cluster solution which appears to have more than about 10% of clusters that are not logically consistent is flagged for review.

24. The computer readable medium storing the computer program of claim 22, wherein the predetermined criteria include:

(a) the ratio of the distance between clusters relative to the distance within clusters is maximized, according to the distance function selection in (B)(i);

(b) the silwidth is larger than other potential cluster solutions;

(c) the clusters are of a size and proportion useful to the one or more media buyers'"'"' goal; and

(d) the size of the outliers is acceptable to the one or more media buyers.

25. The computer readable medium storing the computer program of claim 22, wherein validating of cluster solution in step (E) comprises:

(a) adjusting the minimum cluster size or re-clustering to determine if the cluster solution is about the same;

or

(b) bootstrappping the data and re-clustering to determine if the cluster solution is about the same.

26. A method for optimizing advertising buying, comprising:

(i) obtaining data on media consumption habits of a defined set of individuals;

(ii) optionally matching the data on media consumption habits to a database containing information regarding the individuals;

(iii) optionally aggregating the data on media consumption habits by each individual;

(iv) optionally recoding the data on media consumption habits using predetermined criteria to obtain recoded data;

(v) optionally removing the data on media consumption habits to obtain the recoded data only;

(vi) creating clusters based on media consumption habits of the individuals;

(vii) optionally creating profiles of each cluster to obtain defined clusters;

(viii) optionally identifying the defined clusters;

(ix) creating media consumption profiles for each defined cluster;

(x) optionally determining non-targeted individuals reached by each potential buy for each defined cluster;

(xi) optionally attaching costs to each potential buy for each defined cluster;

(xii) defining buys based on maximum coverage of the targeted individuals, optionally minimum coverage of non-targeted individuals, and optionally the lowest cost; and

(xiii) obtaining an optimized rank-ordered list of buys for one or more one or more media buyers.

27. A computer readable tangible medium bearing executable computer code that causes a programmable device to carry out the method of claim 26.

28. An apparatus for carrying out the method of claim 26.

29. The method of claim 26, wherein in step (i) the data is individual-level, household-level, or smallest unit of measure.

30. The method of claim 29, wherein the smallest unit of measure data includes media consumption habits at a national level, state level, county level, neighborhood level, part of a neighborhood level, zip code level, precinct level, congressional district level, state house district level, state senate district level, regional level, individual level, household level, family level, media market level, cable system level, radio market level, and satellite television market level.

31. The method of claim 26, wherein in step (ii) the information regarding the individuals includes one or a combination of:

demographic information, information about the neighborhood in which the individual lives, home ownership, employment status, location, party registration, microtargeting scores or models, models of other attributes or behaviors, vote history, purchase history, government licenses including licenses issued for certain recreations or occupations, geographic, consumer, attitudinal, behavioral data, other data of public record, or data that can be purchased, traded, or otherwise acquired.

32. The method of claim 26, wherein in step (iii) aggregating by individual, household, or smallest unit of measure.

33. The method of claim 26, wherein in step (iv) recoding of data is conducted to summarize the data based on (1) the size of the one or more media buyers'"'"' budget, (2) the level of detail about viewing habits available in the data, and (3) the number of cases in the data.

34. The method of claim 26, wherein in step (v) the original media consumption data is removed leaving the recoded data.

35. The method of claim 26, wherein in step (vi) the clustering is conducted by the method comprising:

(A) loading database A2 into a computer program, wherein database A2 is obtained by;

obtaining data on media consumption habits of a defined set of individuals;

matching the data on media consumption habits to a database containing information regarding the individuals;

recoding the data on media consumption using predetermined criteria to obtain recoded data;

optionally removing the data on media consumption to obtain the recoded data only identified as database A2;

(B) selecting either manually or automatically the (i) optimal distance function, (ii) the clustering approach;

(iii) the optimal agglomeration method, (iv) the minimum cluster size, (v) the method for pruning smaller clusters, and (vi) the sensitivity level;

(C) running the clustering program based on the selections in (B)(i)-(B)(v) to obtain a diagnostic output of clusters;

(D) examining the diagnostic output of clusters;

(E) repeating steps (B)-(D) until a cluster solution is obtained meeting the pre-determined criteria; and

(F) optionally validating the cluster solution.

36. The method of claim 35, further comprising:

(G) reviewing the cluster solution for logical consistency, optionally using a rules-based system, wherein any cluster solution which appears to have more than about 10% of clusters that are not logically consistent is flagged for review.

37. The method of claim 35, wherein the predetermined criteria include:

(a) the ratio of the distance between clusters relative to the distance within clusters is maximized, according to the distance function selection in (B)(i);

(b) the silwidth is larger than other potential cluster solutions; and

(c) the clusters are of a size and proportion useful to the one or more media buyers'"'"' goal.

38. The method of claim 35, wherein validating of cluster solution in step (F) comprises:

(a) adjusting the minimum cluster size and re-clustering to determine if the cluster solution is about the same;

or

(b) bootstrappping the data and re-clustering to determine if the cluster solution is about the same.

39. The method of claim 26, wherein in step (vii) creating profiles of each cluster to obtain defined clusters comprises:

running one or more of a descriptive statistical algorithm; and

summarizing characteristics of each cluster to obtained defined clusters.

40. The method of claim 26, wherein the media is one or a combination of television, radio, billboards, street furniture components, printed flyers and rack cards, cinema advertising, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses or airplanes, in-flight advertisements, taxicabs, musical stage shows, subway platforms and trains, shopping cart handles, the opening section of streaming audio and video, posters, wall paintings, internet banner advertising, and the backs of event tickets and supermarket receipts.

41. The method of claim 26, wherein in step (viii) identifying the defined clusters comprises:

targeting defined clusters with a high proportion of targeted individuals relative to non-targeted individuals.

42. The method of claim 26, wherein in step (ix) creating media consumption profiles for each defined cluster comprises:

(i) determining which media channels were consumed;

(ii) optionally determining the amount of media consumed in each channel;

and (iii) optionally generating a list of potential buys for each defined cluster.

43. The method of claim 26, wherein in step (x) determining non-targeted individuals reached by each potential buy for each defined cluster comprises:

analyzing data on media consumption habits of the individuals in both targeted and non-targeted clusters to determine the number of each targeted and non-targeted individuals reached by each potential buy.

44. The method of claim 26, wherein in step (xi) attaching costs to each potential buy based on information obtained from advertising sales individuals and/or companies.

45. The method of claim 26, wherein in step (xii) defining buys based on maximum coverage of the targeted individuals, minimum coverage of non-targeted individuals, and the lowest cost comprises:

reviewing the buys either manually or by using an optimization program.

46. The method of claim 26, wherein in step (xiii) obtaining an optimized rank-ordered list of buys for one or more media buyers comprises:

rank-ordering the list based on one or more of steps (i)-(xii).

47. A computer readable tangible medium bearing executable computer code that causes a programmable device to carry out the method of claim 26.

48. An apparatus for carrying out the method of claim 26.

49. A method for creating clusters based on media consumption habits of individuals comprising:

obtaining data on media consumption habits of the individuals;

optionally aggregating the data on media consumption habits by each individual;

optionally recoding the data on media consumption habits using predetermined criteria to obtain recoded data; and

creating clusters based on media consumption habits of the individuals.

50. A computer readable tangible medium bearing executable computer code that causes a programmable device to carry out the method of claim 49.

51. An apparatus for carrying out the method of claim 49.

52. A method for creating clusters based on media consumption habits of individuals comprising:

obtaining data on media consumption habits of the individuals;

optionally matching the data on media consumption habits to a database containing information regarding the individuals;

optionally aggregating the data on media consumption habits by each individual;

optionally recoding the data on media consumption habits using predetermined criteria to obtain recoded data; and

creating clusters based on media consumption habits of the individuals.

53. A computer readable tangible medium bearing executable computer code that causes a programmable device to carry out the method of claim 52.

54. An apparatus for carrying out the method of claim 52.

55. A method for optimizing advertising buying, comprising:

(i) obtaining data on media consumption habits of a defined set of individuals;

(ii) matching the data on media consumption habits to a database containing information regarding the individuals;

(iii) aggregating the data on media consumption habits by each individual;

(iv) recoding the data on media consumption habits using predetermined criteria to obtain recoded data;

(v) removing the data on media consumption habits to obtain the recoded data only;

(vi) creating clusters based on media consumption habits of the individuals;

(vii) creating profiles of each cluster to obtain defined clusters;

(viii) identifying the defined clusters;

(ix) creating media consumption profiles for each defined cluster;

(x) determining non-targeted individuals reached by each potential buy for each defined cluster;

(xi) attaching costs to each potential buy for each defined cluster;

(xii) defining buys based on maximum coverage of the targeted individuals, minimum coverage of non-targeted individuals, and the lowest cost; and

(xiii) obtaining an optimized rank-ordered list of buys for one or more media buyers.

56. A computer readable tangible medium bearing executable computer code that causes a programmable device to carry out the method of claim 55.

57. An apparatus for carrying out the method of claim 55.

58. The method of claim 55, wherein in step (i) the data is individual-level, household-level, or smallest unit of measure.

59. The method of claim 58, wherein the smallest unit of measure data includes media consumption habits at a national level, state level, county level, neighborhood level, part of a neighborhood level, zip code level, precinct level, congressional district level, state house district level, state senate district level, regional level, individual level, household level, family level, media market level, cable system level, radio market level, and satellite television market level.

60. The method of claim 55, wherein in step (ii) the information regarding the individuals includes one or a combination of:

demographic information, information about the neighborhood in which the individual lives, home ownership, employment status, location, party registration, microtargeting scores or models, models of other attributes or behaviors, vote history, purchase history, government licenses including licenses issued for certain recreations or occupations, geographic, consumer, attitudinal, behavioral data, other data of public record, or data that can be purchased, traded, or otherwise acquired.

61. The method of claim 55, wherein in step (iii) aggregating by individual, household, or smallest unit of measure.

62. The method of claim 55, wherein in step (iv) recoding of data is conducted to summarize the data based on (1) the size of the one or more media buyers'"'"' budget, (2) the level of detail about viewing habits available in the data, and (3) the number of cases in the data.

63. The method of claim 55, wherein in step (v) the original media consumption data is removed leaving the recoded data.

64. The method of claim 55, wherein in step (vi) the clustering is conducted by the method comprising:

(A) loading database A2 into a computer program, wherein database A2 is obtained by;

obtaining data on media consumption habits of a defined set of individuals;

matching the data on media consumption habits to a database containing information regarding the individuals;

recoding the data on media consumption using predetermined criteria to obtain recoded data;

optionally removing the data on media consumption to obtain the recoded data only identified as database A2;

(B) selecting either manually or automatically the (i) optimal distance function, (ii) the clustering approach;

(iii) the optimal agglomeration method, (iv) the minimum cluster size, (v) the method for pruning smaller clusters, and (vi) the sensitivity level;

(C) running the clustering program based on the selections in (B)(i)-(B)(v) to obtain a diagnostic output of clusters;

(D) examining the diagnostic output of clusters;

(E) repeating steps (B)-(D) until a cluster solution is obtained meeting the pre-determined criteria; and

(F) optionally validating the cluster solution.

65. The method of claim 64 further comprising:

(G) reviewing the cluster solution for logical consistency, optionally using a rules-based system, wherein any cluster solution which appears to have more than about 10% of clusters that are not logically consistent is flagged for review.

66. The method of claim 64, wherein the predetermined criteria include:

(a) the ratio of the distance between clusters relative to the distance within clusters is maximized, according to the distance function selection in (B)(i);

(b) the silwidth is larger than other potential cluster solutions; and

(c) the clusters are of a size and proportion useful to the one or more media buyers'"'"' goal.

67. The method of claim 64, wherein validating of cluster solution in step (F) comprises:

(a) adjusting the minimum cluster size and re-clustering to determine if the cluster solution is about the same;

or

(b) bootstrappping the data and re-clustering to determine if the cluster solution is about the same.

68. The method of claim 55, wherein in step (vii) creating profiles of each cluster to obtain defined clusters comprises:

running one or more of a descriptive statistical algorithm; and

summarizing characteristics of each cluster to obtained defined clusters.

69. The method of claim 55, wherein in step (viii) identifying the defined clusters comprises:

targeting defined clusters with a high proportion of targeted individuals relative to non-targeted individuals.

70. The method of claim 55, wherein in step (ix) creating media consumption profiles for each defined cluster comprises:

(i) determining which media channels were consumed;

(ii) optionally determining the amount of media consumed in each channel; and

(iii) optionally generating a list of potential buys for each defined cluster.

71. The method of claim 70, wherein in step (x) determining non-targeted individuals reached by each potential buy for each defined cluster comprises:

analyzing data on media consumption habits of the individuals in both targeted and non-targeted clusters to determine the number of each targeted and non-targeted individuals reached by each potential buy.

72. The method of claim 55, wherein in step (xi) attaching costs to each potential buy based on information obtained from advertising sales individuals and/or companies.

73. The method of claim 55, wherein in step (xii) defining buys based on maximum coverage of the targeted individuals, minimum coverage of non-targeted individuals, and the lowest cost comprises:

reviewing the buys either manually or by using an optimization program.

74. The method of claim 55, wherein in step (xiii) obtaining an optimized rank-ordered list of buys for one or more media buyers comprises:

rank-ordering the list based on the one or more media buyers'"'"' goals.

75. The method of claim 55, wherein the media is one or a combination of television, radio, billboards, street furniture components, printed flyers and rack cards, cinema advertising, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses or airplanes, in-flight advertisements, taxicabs, musical stage shows, subway platforms and trains, shopping cart handles, the opening section of streaming audio and video, posters, wall paintings, internet banner advertising, and the backs of event tickets and supermarket receipts.

76. The in-flight advertisements in claim 75 comprise advertising on seatback tray tables, overhead storage bins, seat backs, window shades, tray tables, and/or drink carts.

77. The taxicab advertisements in claim 75 comprise doors, roof mounts, and/or passenger screens.