Achieving Advertising Campaign Goals

• US 20110161162A1
• Filed: 06/13/2008
• Published: 06/30/2011
• Est. Priority Date: 06/13/2008
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Ketchum, Russell K.
• Granted Patent: US 8,117,067 B2
• Time in Patent Office: Days
• US Class Current: 705/14.43
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 40/00 Finance; Insurance; Tax strategies; Processing of corporate or income taxes

Abstract

Various aspects can be implemented for achieving advertising campaign goals. One aspect can be a method that includes receiving an advertising goal for a broadcast advertising campaign, translating the advertising goal into one or more rules, and automatically calculating campaign settings based on the one or more rules. Other implementations of this aspect include corresponding systems, apparatus, and computer program products.

Claims

1. A computer-implemented method comprising:

receiving an advertising goal for a broadcast advertising campaign;

translating the advertising goal into one or more rules; and

automatically calculating campaign settings based on the one or more rules.

2. The method of claim 1, further comprising allocating advertising spots in a broadcast advertising market based on the calculated campaign settings.

3. The method of claim 1, wherein the advertising goal comprises one or more of brand maintenance, brand building, or a time sensitive promotion.

4. The method of claim 1, wherein the advertising goal comprises a marketing objective and a target audience.

5. The method of claim 1, wherein the calculated campaign settings comprise a target reach.

6. The method of claim 1, wherein the calculated campaign settings comprise a target frequency.

7. The method of claim 1, wherein the calculated campaign settings comprise a tier distribution.

8. The method of claim 1, further comprising calculating a minimum effective budget for one or more markets based on the calculated campaign settings.

9. The method of claim 8, wherein the calculating the minimum effective budget is based on estimating a price of allocating advertisements to available inventory according to the campaign settings in order to achieve a target reach and a target frequency.

10. The method of claim 8, further comprising displaying each of the one or more markets and the minimum effective budget for each market on a map-based user interface.

11. The method of claim 1, wherein the translating the advertising goal is according to a predetermined allocation strategy.

12. The method of claim 11, further comprising

receiving feedback data regarding the success of the campaign;

analyzing the feedback data; and

optimizing the allocation strategy based on to the feedback data.

13. 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 an advertising goal for a broadcast advertising campaign;

translating the advertising goal into one or more rules; and

automatically calculating campaign settings based on the one or more rules.

14. The stored computer program product of claim 13, further including executable instructions causing the computing device to perform functions comprising:

allocating advertising spots in a broadcast advertising market based on the calculated campaign settings.

15. The stored computer product of claim 13, wherein the advertising goal comprises one or more of brand maintenance, brand building, or a time sensitive promotion.

16. The stored computer product of claim 13, wherein the advertising goal comprises a marketing objective and a target audience.

17. The stored computer product of claim 13, the calculated campaign settings comprise a target reach.

18. The stored computer product of claim 13, wherein the calculated campaign settings comprise a target frequency.

19. The stored computer product of claim 13, wherein the calculated campaign settings comprise a tier distribution.

20. The stored computer program product of claim 13, further including executable instructions causing the computing device to perform functions comprising:

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

21. The stored computer product of claim 20, wherein the calculating the minimum effective budget is based on estimating a price of allocating advertisements to available inventory according to the campaign settings in order to achieve a target reach and a target frequency.

22. The stored computer program product of claim 20, further including executable instructions causing the computing device to perform functions comprising:

displaying each of the one or more markets and the minimum effective budget for each market on a map-based user interface.

23. The stored computer product of claim 13, wherein the translating the advertising goal is according to a predetermined allocation strategy.

24. The stored computer program product of claim 20, further including executable instructions causing the computing device to perform functions comprising:

receiving feedback data regarding the success of the campaign;

analyzing the feedback data; and

optimizing the allocation strategy based on to the feedback data.

25. A system comprising:

an advertiser-facing module configured to interface with an advertiser;

a calculation module configured to receive an advertising goal for a broadcast advertising campaign;

a means for translating the advertising goal into one or more rules;

a means for automating calculation of the campaign settings based on the one or more rules;

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.