Estimating reach and frequency of advertisements

• US 8,087,041 B2
• Filed: 12/10/2008
• Issued: 12/27/2011
• Est. Priority Date: 12/10/2008
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Fu, Qi, Murray, Robert, Patel, Varun Y., Maksy, Pishoy S., Desu, Ravi K., Sullivan, Sean, Davis, Darren Robert
• Primary Examiner(s): Koenig, Andrew
• Assistant Examiner(s): Le, Rong
• Application Number:
  US12/331,938
• Publication Number:
  US 20100146531A1
• Time in Patent Office: 1,112 Days
• Field of Search: None
• US Class Current: 725/14
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: H04H 60/39 for identifying broadcast space-time use of Electronic Programme Guides H04H60/72
• CPC Class Codes: H04H 60/66 for using the result on distributors' side

Abstract

Estimating the reach and device frequency of a proposed advertising campaign based on the probability that advertising content delivery devices (e.g., a television set top box, radio) were used to deliver advertising content (e.g. television ad, radio ad) during specific time periods on specific delivery device channels.

Claims

1. A computer-implemented method, comprising:

accessing time block data for a plurality of time blocks, each time block defining a time period during which programming of a channel is aired;

for each time block;

identifying devices that were used to present programming of the channel during the time period defined by that time block; and

generating first probability data for each identified device, the first probability data including a first probability that the identified device was used to present content on the channel during the time period defined by that time block;

for each device, generating second probability data including second probabilities that the device was used to present the content in each time block in sets of two or more time blocks, wherein the second probabilities are based on the first probabilities associated with the time blocks in the sets of two or more time blocks; and

generating reach data for a campaign, the reach data based on the first and second probabilities and representative of a reach of the campaign to be presented in the time blocks.

2. The method of claim 1, wherein identifying devices that were used to present programming of the channel during the time period defined by that time block comprises:

accessing television reporting data for devices, the television reporting data including for each device;

a device identifier identifying the device;

channel identifiers identifying channels having programming that was presented by use of the device;

device time data identifying times at which the programming of each of the channels was presented by use of the device; and

associating the device identifier, the channel identifiers and the device time data to identify the time blocks in which the device was used to present programming of the channels during the time periods defined by the time blocks.

3. The method of claim 1 wherein determining for each identified device a first probability that the identified device was used to present content in that time block comprises:

determining a duration with which the identified device was used to present the programming of that time block; and

determining a ratio of the duration with which the identified device was used to present the programming of that time block to the time period of that time block.

4. The method of claim 3 wherein the second probabilities are products of the first probabilities associated with the time blocks in the sets of two or more time blocks.

5. The method of claim 1 wherein generating reach data for a campaign comprises:

for each time block, estimating a first number of the devices used to present the content in the time block based on the first probabilities of all the devices associated with the time block;

for each set of two or more time blocks, estimating a second number of the devices used to present the content in each time block in the set-of two or more time blocks based on the second probabilities of all the devices associated with the set of two or more time blocks;

accessing for each time block a projected number of impressions for the content in the time block; and

determining for each set of two or more time blocks an impression overlap based on;

the first numbers of the devices corresponding to the time blocks in the set of two or more time blocks;

the second number of the devices corresponding to the set of two or more time blocks; and

the projected numbers of impressions corresponding to the time blocks in the set of two or more time blocks.

6. The method of claim 5 wherein generating reach data for a campaign comprises:

generating the reach data for the campaign based on a difference between an aggregation of the projected numbers of impressions and an aggregation of the impression overlaps.

7. The method of claim 6, further comprising:

generating device frequency data for the campaign, the device frequency data based on a ratio of the reach represented by the reach data and the aggregation of the projected numbers of impressions, and representative of a frequency with which the campaign will be presented by use of a unique device on the channels during the time periods defined by the time blocks.

8. The method of claim 6, wherein accessing for each time block a projected number of impressions for the content in the time block comprises:

identifying airings scheduled to occur in the time block; and

identifying estimated impressions for each airing.

9. The method of claim 1 wherein the device is a set top box.

10. The method of claim 9 wherein the content is a television commercial.

11. A system, comprising:

one or more processing devices; and

software stored on a computer readable medium comprising instructions executable by the one or more processing devices and upon such execution cause the one or more processing devices to perform operations comprising;

access time block data for a plurality of time blocks, each time block defining a time, period during which programming of a channel is aired;

for each time block;

identify devices that were used to present programming of the channel during the time period defined by that time block; and

generate for each identified device first probability data including a first probability that the identified device was used to present content on the channel during the time period defined by that time block;

for each device, generate second probability data including second probabilities that the device was used to present the content in each time block in sets of two or more time blocks, wherein the second probabilities are based on the first probabilities associated with the time blocks in the sets of two or more time blocks; and

generate reach data for a campaign, the reach data based on the first and second probabilities and representative of a reach of the campaign to be presented in the time blocks.

12. The system of claim 11 wherein the instructions executable by the one or more processing devices and upon such execution cause the one or more processing devices to identify devices that were used to present programming of the channel during the time period defined by that time block also cause the one or more processing devices to perform operations comprising:

access television reporting data for devices, the television reporting data including for each device;

a device identifier identifying the device;

channel identifiers identifying channels having programming that was presented by use of the device;

device time data identifying times at which the programming of each of the channels was presented by use of the device; and

associate the device identifier, the channel identifiers and the device time data to identify the time blocks in which the device was used to present programming of the channels during the time periods defined by the time blocks.

13. The system of claim 11 wherein the instructions executable by the one or more processing devices and upon such execution cause the one or more processing devices to determine for each identified device a first probability that the identified device was used to present content in that time block also cause the one or more processing devices to perform operations comprising:

determine a duration with which the identified device was used to present the programming of that time block; and

determine a ratio of the duration with which the identified device was used to present the programming of that time block to the time period of that time block.

14. The system of claim 13 wherein the second probabilities are products of the first probabilities associated with the time blocks in the sets of two or more time blocks.

15. The system of claim 11 wherein the instructions executable by the one or more processing devices and upon such execution cause the one or more processing devices to generate reach data for a campaign also cause the one or more processing devices to perform operations comprising:

for each time block, estimate a first number of the devices used to present the content in the time block based on the first probabilities of all the devices associated with the time block;

for each set of two or more time blocks, estimate a second number of the devices used to present the content in each time block in the set of two or more time blocks based on the second probabilities of all the devices associated with the set of two or more time blocks;

access for each time block a projected number of impressions for the content in the time block; and

determine for each set of two or more time blocks an impression overlap based on;

the first numbers of the devices corresponding to the time blocks in the set of two or more time blocks;

the second number of the devices corresponding to the set of two or more time blocks; and

the projected numbers of impressions corresponding to the time blocks in the set of two or more time blocks.

16. The system of claim 15 wherein the instructions executable by the one or more processing devices and upon such execution cause the one or more processing devices to generate reach data for a campaign also cause the one or more processing devices to perform operations comprising:

generate the reach data for the campaign based on a difference between an aggregation of the projected numbers of impressions and an aggregation of the impression overlaps.

17. The system of claim 16 wherein the software comprises instructions executable by the one or more processing devices and upon such execution cause the one or more processing devices to perform operations comprising:

generate device frequency data for the campaign, the device frequency data based on a ratio of the reach represented by the reach data and the aggregation of the projected numbers of impressions, and representative of a frequency with which the campaign will be presented by use of a unique device on the channels during the time periods defined by the time blocks.

18. The system of claim 11 wherein the device is a set top box.

19. The system of claim 18 wherein the content is a television commercial.

20. A computer-implemented method, comprising:

identifying a plurality of time blocks, each time block defining a time period during which programming of a channel is aired;

for each time block;

identifying devices that were used to present programming of the channel during the time period defined by that time block; and

generating for each identified device first probability data including a first probability that the identified device was used to present content on the channel during the time period defined by that time block;

generating for each device second probability data including second probabilities that the device was used to present the content in each time block in sets of two or more time blocks, wherein the second probabilities are based on the first probabilities associated with the time blocks in the sets of two or more time blocks;

generating reach data for a campaign, the reach data based on the first and second probabilities and representative of a reach of the campaign to be presented in the time blocks; and

providing access to the reach data to advertisers.