Frequency optimization of advertisement insertion in media streams

• US 8,583,484 B1
• Filed: 01/29/2010
• Issued: 11/12/2013
• Est. Priority Date: 01/29/2010
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Chalawsky, Matt, Smolyanov, Alexandr Y.
• Primary Examiner(s): Weiss, John G
• Assistant Examiner(s): Macasiano, Marilyn G
• Application Number:
  US12/697,154
• Time in Patent Office: 1,383 Days
• Field of Search: 725/5, 725/10, 725/32, 725/34, 725/38, 725/60, 725/61
• US Class Current: 705/14.43
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: H04N 21/23424 involving splicing one content stream with another content stream, e.g. for inserting or substituting an advertisement
• CPC Class Codes: H04N 21/2547 Third Party Billing, e.g. billing of advertiser
• CPC Class Codes: H04N 21/44224 Monitoring of user activity on external systems, e.g. Internet browsing
• CPC Class Codes: H04N 21/6582 Data stored in the client, e.g. viewing habits, hardware capabilities, credit card number arrangements where receivers interact with the broadcast H04H20/38
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, are described for frequency optimization of advertisement streams. The methods and systems described in this specification may enable determination of an optimal presentation frequency of an ad stream, or a number of times the ad stream is to be broadcast and/or rebroadcast, prior to the audience becoming interested in the ad, or acting on the ad to generate a conversion event.

Claims

1. A system comprising:

a hub computer system communicatively coupled with a publisher computer system that is streaming a media stream to a client computer, and further coupled with the client computer, wherein the hub computer system is configured to perform operations comprising;

instructing the publisher computer system to switch from streaming the media stream to streaming an ad stream to the client computer, wherein the ad stream comprises a call-to-action for an audience member associated with the client computer, the ad stream having an optimal frequency-to-action, and wherein the streaming of the media stream is resumed after a presentation of the ad stream;

during the streaming of the ad stream by the publisher computer system, monitoring for an indication of an action taken by the audience member associated with the client computer in response to the call-to-action;

upon resuming the streaming of the media stream by the publisher computer system to the client computer, updating the optimal frequency-to-action of the ad stream as a number of impressions of the ad stream that caused a maximum number of members of the monitored audience to respond to the call-to-action of the ad stream, and wherein the updating of the optimal frequency-to-action of the ad stream comprises

incrementing an impression count, and

if the monitoring has detected the action indication, augmenting the optimal frequency-to-action of the ad stream with information included in the detected action indication; and

scheduling future presentations of the ad stream based at least in part on the updated optimal frequency-to-action.

2. The system of claim 1, wherein the media stream comprises an online radio audio stream and the ad stream comprises an audio ad.

3. The system of claim 1, wherein the media stream comprises a video stream and the ad stream comprises a video ad.

4. The system of claim 1, the hub computer system is further configured to perform operations comprising

instructing the client computer to present a companion element of the ad stream on the client computer during the streaming of the ad stream by the publisher computer system.

5. The system of claim 4, wherein the companion element comprises a text element.

6. The system of claim 4, wherein the companion element comprises a banner.

7. The system of claim 4, wherein the ad stream and the companion element consist of a clickable video stream.

8. The system of claim 4, wherein:

the call-to-action comprises one or more of;

a prompt for the audience member to click on the companion element of the ad stream for obtaining additional information about a product described in the ad stream, and

a prompt for the audience member to acquire the product described in the ad stream; and

the information included in the detected action indication comprises at least one of;

an indication of the audience member having clicked on the companion element of the ad stream,

an indication of the audience member having acquired a product described in the ad stream, and one or more of;

a publisher ID, an audience member ID, and a client computer ID,

a time of day, a day of a week, and a month of the streaming of the ad stream, and

a type of programming associated with the media stream switched by the ad stream, wherein the type of programming comprises a genre of music of a radio stream.

9. The system of claim 1, wherein to perform the updating of the optimal frequency-to-action of the ad stream, the hub computer system is further configured to perform operations comprising:

aggregating the information included in a received action indication with information relating to previous presentations of the ad stream by a plurality of publishers to an audience monitored by the hub computer system.

10. The system of claim 1, wherein to perform the updating of the optimal frequency-to-action of the ad stream, the hub computer system is further configured to perform operations comprising:

aggregating the information included in a received action indication with information relating to previous presentations of the ad stream by a publisher associated with the publisher computer system to an audience of the publisher that is monitored by the hub computer system.

11. The system of claim 10, wherein to perform the updating of the optimal frequency-to-action, the hub computer system is further configured to perform operations comprising:

re-determining the optimal frequency-to-action for each one of;

a type of programming corresponding to media streams switched by the ad stream, wherein the type of programming comprises a genre of music of a radio stream; and

a time of day, a day of a week, and a month.

27. The system of claim 9, wherein to perform the updating of the optimal frequency-to-action, the hub computer system is further configured to perform operations comprising:

re-determining the optimal frequency-to-action for each one of;

a type of programming corresponding to media streams switched by the ad stream, wherein the type of programming comprises a genre of music of a radio stream; and

a time of day, a day of a week, and a month.

12. A computer storage medium encoded with a computer program, the program comprising instructions that when executed by data processing apparatus cause the data processing apparatus to perform operations comprising:

streaming a media stream to a client computer;

switching from streaming the media stream to streaming an ad stream to the client computer, wherein the ad stream includes a call-to-action for an audience of the ad stream, the ad stream having an optimal frequency-to-action, and wherein the streaming of the media stream is resumed after a presentation of the ad stream;

while streaming the ad stream, monitoring for an indication of an action taken by an audience member associated with the client computer in response to the call-to-action;

upon resuming the streaming of the media stream to the client computer, updating the optimal frequency-to-action for the audience member as a number of impressions that caused a maximum number of previously presented ad streams to be responded to by the audience member, wherein the updating of the optimal frequency-to-action comprises

incrementing an impression count of the ad stream, and

if the monitoring has detected the action indication, augmenting the optimal frequency-to-action with information included in the detected action indication; and

scheduling future ad stream presentations for the audience member based at least in part on the updated optimal frequency-to-action.

13. The computer storage medium of claim 12, wherein while streaming the ad stream, the instructions cause the data processing apparatus to perform operations comprising:

instructing the client computer to present a companion element of the ad stream on the client computer during the streaming of the ad stream,

wherein the call-to-action comprises one or more of;

a prompt for the audience member to click on the companion element of the ad stream for obtaining additional information about a product described in the ad stream, and

a prompt for the audience member to acquire the product described in the ad stream, and

wherein the information included in the detected action indication comprises at least one of;

an indication of the audience member having clicked on the companion element of the ad stream, and

an indication of the audience member having acquired a product described in the ad stream, and one or more of;

a publisher ID, an audience member ID, and a client computer ID,

a time of day, a day of a week, and a month of the streaming of the ad stream, and

a type of programming associated with the media stream switched by the ad stream, wherein the type of programming comprises a genre of music of a radio stream.

14. The computer storage medium of claim 12, wherein the instructions causing the updating of the optimal frequency-to-action for the audience member comprise further instructions to cause the data processing apparatus to perform operations comprising:

aggregating the information included in a received action indication with information relating to previous presentations of ad streams to the audience member by a plurality of publishers.

15. The computer storage medium of claim 12, wherein the instructions causing the updating of the optimal frequency-to-action for the audience member comprise further instructions to cause the data processing apparatus to perform operations comprising:

aggregating the information included in a received action indication with information relating to previous presentations of ad streams to the audience member by a publisher.

16. The computer storage medium of claim 14 or 15, wherein the instructions causing the updating of the optimal frequency-to-action for the audience member comprise further instructions to cause the data processing apparatus to perform operations comprising:

re-determining the optimal frequency-to-action for each one of;

a type of programming corresponding to media streams switched by ad streams, wherein the type of programming comprises a genre of music of a radio stream; and

a time of day, a day of a week, and a month.

28. The computer storage medium of claim 12, wherein the optimal frequency-to-action for the audience member is determined at least in part by:

determining a number of impressions for each of the ad streams presented to the audience member;

grouping ad streams for each of the determined number of impressions, each group of ad streams having an associated number of ad streams;

identifying the group that has a maximum number of ad streams; and

assigning the optimal frequency-to-action to the number of impressions corresponding to the identified group.

17. A method performed by data processing apparatus, the method comprising:

inserting an ad stream into media streams being streamed to client computers, wherein the ad stream comprises a call-to-action for an audience associated with the client computers;

determining a distribution of impressions-before-action for the ad stream based on said inserting, wherein

an impression comprises one presentation of the ad stream to one of the client computers,

an action corresponds to an interaction of an audience member with the one of the client computers in response to the call-to-action, and

the impressions-before-action distribution comprises a first count of audience members who responded to the call-to-action after one impression of the ad, a second count of audience members who responded to the call-to-action after two impressions of the ad, and so on; and

scheduling one or more impressions for future presentations of the ad stream, such that

(i) if the determined impressions-before-action distribution comprises decreasing counts,

a scheduled number of impressions is smaller than a predetermined number of impressions, and

(ii) if a maximum count of the determined impressions-before-action distribution corresponds to audience members who responded to the call-to-action after a particular number of impressions of the ad, wherein the particular number is larger than 1,

a scheduled number of impressions is larger than or equal to a minimum number of impressions and smaller than or equal to a predetermined number of impressions, wherein the minimum number is smaller than or equal to the particular number, and the predetermined number is larger than or equal to the particular number.

18. The method of claim 17, wherein:

the call-to-action comprises at least one of a prompt for the audience member to click on a companion element of the ad stream for obtaining additional information about a product described in the ad stream, and a prompt for the audience member to acquire a product described in the ad stream; and

the interaction comprises at least one of the audience member having clicked on the companion element of the ad stream, and the audience member having acquired the product described in the ad stream.

19. The method of claim 17, further comprising:

estimating, from the determined impressions-before-action distribution, a number of impressions-before-action corresponding to a fraction of the audience targeted to respond to the call-to-action; and

setting the predetermined number to equal the estimated number.

20. The method of claim 19, wherein the fraction of the audience targeted to respond to the call-to-action is 90%.

21. The method of claim 17, wherein if the determined impressions-before-action distribution for the ad stream is of a type-(i), the scheduling of the one or more impressions for future presentations of the ad stream comprises:

bidding a high price-per-spot for a first impression of the ad stream; and

bidding respectively decreasing prices-per-spot subsequent to detecting the first impression of the ad stream.

22. The method of claim 17, wherein if the determined impressions-before-action distribution for the ad stream is of a type-(i), the scheduling of the one or more impressions for future presentations of the ad stream comprises:

reserving two or more spots for presenting the ad stream; and

changing a status of one or more reserved spots to preemptable spots subsequent to detecting a first impression of the ad stream.

23. The method of claim 17, wherein if the determined impressions-before-action distribution for the ad stream is of a type-(ii), the scheduling of the one or more impressions for future presentations of the ad stream comprises:

setting the minimum number of impressions to equal the particular number.

24. The method of claim 17, wherein if the determined impressions-before-action distribution for the ad stream is of a type-(ii), the scheduling of the one or more impressions for future presentations of the ad stream comprises:

bidding high prices-per-spot for impressions of the ad stream up to the minimum number of impressions; and

bidding respectively decreasing prices-per-spot for subsequent impressions of the ad stream.

25. The method of claim 17, wherein if the determined impressions-before-action distribution for the ad stream is of a type-(ii), the scheduling of the one or more impressions for future presentations of the ad stream comprises:

reserving more spots than the minimum number of impressions for presenting the ad stream; and

changing a status of remaining reserved spots to preemptable spots subsequent to the minimum number of impressions of the ad stream.

26. A method performed by data processing apparatus, the method comprising:

inserting ad streams into media streams being streamed to a client computer, wherein the ad streams include respective calls-to-action for an audience member associated with the client computer;

determining a distribution of impressions-before-action for the audience member based on said inserting, wherein

an impression comprises one presentation of an ad stream to the audience member,

an action corresponds to an interaction of the audience member with the client computer in response to a call-to-action included in the ad stream, and

the impressions-before-action distribution comprises a first count of ad streams to which the audience member responded after one impression of each among the first count of ad streams, a second count of ad streams to which the audience member responded after two impressions of each of the second count of ad streams, and so on; and

scheduling one or more impressions for future presentations to the audience member of a given ad stream, such that

(i) if the determined impressions-before-action distribution comprises decreasing counts,

a scheduled number of impressions of the given ad stream is smaller than a predetermined number of impressions, and

(ii) if a maximum count of the determined impressions-before-action distribution corresponds to ad streams to which the audience member responded after a particular number of impressions of the respective ad streams, wherein the particular number is larger than 1,

a scheduled number of impressions of the given ad stream is larger than or equal to a minimum number of impressions and smaller than or equal to a predetermined number of impressions, wherein the minimum number is smaller than or equal to the particular number, and the predetermined number is larger than or equal to the particular number.