Media play optimization

• US 8,918,332 B2
• Filed: 05/06/2013
• Issued: 12/23/2014
• Est. Priority Date: 06/01/2005
• Status: Active Grant

• Current Assignee: LOT Network Inc.
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Beauchamp, Scott, Steelberg, Chad E., Steelberg, Ryan S., Ketchum, Russell K.
• Primary Examiner(s): HOAR, COLLEEN A
• Application Number:
  US13/887,627
• Publication Number:
  US 20130246180A1
• Time in Patent Office: 596 Days
• Field of Search: 705/14
• US Class Current: 705/14.64
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: H04H 20/38 Arrangements for distribution where lower stations, e.g. receivers, interact with the broadcast
• CPC Class Codes: H04H 60/06 Arrangements for scheduling broadcast services or broadcast-related services
• CPC Class Codes: H04H 60/33 Arrangements for monitoring the users' behaviour or opinions
• CPC Class Codes: H04H 60/66 for using the result on distributors' side
• CPC Class Codes: H04L 63/0428 wherein the data content is protected, e.g. by encrypting or encapsulating the payload
• CPC Class Codes: H04L 65/762 at the source reformatting of additional data in video distribution servers H04N21/2355
• CPC Class Codes: H04L 67/53 using third party service providers
• CPC Class Codes: H04L 67/60 Scheduling or organising the servicing of application requests, e.g. requests for application data transmissions using the analysis and optimisation of the required network resources admission control or resource allocation H04L47/70
• CPC Class Codes: H04L 67/63 Routing a service request depending on the request content or context

Abstract

Systems, methods, and a user interface for automatically scheduling a media play is disclosed. The user can specify criteria for play of the media play, including times, stations, and/or external criteria such as a weather condition or the occurrence of an event. Information relevant to the entered criteria is received and assessed against the criteria to determine if the criteria are met. Responsive to the received information meeting the criteria for play of the media play, an accessor accesses the media play inventory and inserts the media play into a media feed.

Claims

1. A method implemented on a server system, the method comprising:

receiving from an advertiser (i) a campaign-level rule for purchasing a given number of advertising slots of an advertising campaign comprising at least two different creative, and (ii) a creative-level rule for allocating the at least two different creatives among the given number of advertising slots for the campaign upon completion of a purchase of the given number of advertising slots;

receiving from a plurality of broadcast stations an inventory of unsold advertising slots, each slot having associated cost-per-mille (CPM) and associated slot parameters;

estimating an efficacy of each unsold advertising slot from the received inventory of unsold advertising slots based on the associated CPM and on the campaign-level rule;

purchasing the given number of advertising slots for the campaign from among the received inventory of unsold advertising slots by using a process other than an auction, the purchased given number of advertising slots having been estimated to be the most effective slots that meet the campaign-level rule;

after completing said purchasing the given number of advertising slots, assigning the at least two different creatives of the campaign among the purchased given number of advertising slots based on the creative-level rule; and

instructing corresponding broadcast stations from among the plurality of broadcast stations to play the assigned at least different creatives of the campaign in accordance with said assigning, wherein said estimating, said purchasing and said assigning are performed by one or more processors of the server system.

2. The method of claim 1, wherein the campaign-level rule specifies purchase of an advertising spot based on audience demographics.

3. The method of claim 1, wherein the campaign-level rule specifies purchase of an advertising spot based on broadcast station format.

4. The method of claim 1, wherein the campaign-level rule specifies purchase of an advertising spot based on broadcast time.

5. The method of claim 1, wherein the slot parameters comprise audience demographics, format, geographic markets and broadcast time.

6. The method of claim 1, wherein said purchasing the given number of advertising slots by using a process other than an auction comprises:

reserving the given number of slots estimated to be most effective slots that meet the campaign target; and

then paying the corresponding broadcast stations from among the plurality of broadcast stations for the reserved given number of slots.

7. The method of claim 1, wherein the at least two creatives include a default creative and non-default creatives, and wherein the creative-level rule specifies play of a nondefault creative responsive to a switching-condition being met, and play of a default creative responsive to the switching-condition not being met.

8. A system comprising:

one or more computers and one or more storage devices storing instructions that are operable, when executed by the one or more computers, to cause the one or more computers to perform operations comprising;

receiving from an advertiser (i) a campaign-level rule for purchasing a given number of advertising slots of an advertising campaign comprising at least two different creatives, and (ii) a creative-level rule (ii) allocating the at least two different creatives among the given number of advertising slots for the campaign upon completion of a purchase of the given number of advertising slots;

receiving from a plurality of broadcast stations an inventory of unsold advertising slots, each slot having associated cost-per-mille (CPM) and associated slot parameters;

estimating an efficacy of each unsold advertising slot from the received inventory of unsold advertising slots based on the associated CPM and on the campaign-level rule;

purchasing the given number of advertising slots for the campaign from among the received inventory of unsold advertising slots by using a process other than an auction, the purchased given number of advertising slots having been estimated to be the most effective slots that meet the campaign-level rule;

after completing said purchasing the given number of advertising slots, assigning the at least two different creatives of the campaign among the purchased given number of advertising slots based on the creative-level rule; and

instructing corresponding broadcast stations from among the plurality of broadcast stations to play the assigned at least two different creatives of the campaign in accordance with said assigning, wherein said estimating, said purchasing and said assigning are performed by one or more processors of the server system.

9. The system of claim 8, wherein the campaign-level rule specifies purchase of an advertising spot based on audience demographics.

10. The system of claim 8, wherein the campaign-level rule specifies purchase of an advertising spot based on broadcast station format.

11. The system of claim 8, wherein the campaign-level rule specifies purchase of an advertising spot based on broadcast time.

12. The system of claim 8, wherein the slot parameters comprise audience demographics, format, geographic markets and broadcast time.

13. The system of claim 8, wherein said purchasing the given number of advertising slots by using a process other than an auction comprises:

reserving the given number of slots estimated to be most effective slots that meet the campaign target; and

then paying the corresponding broadcast stations from among the plurality of broadcast stations for the reserved given number of slots.

14. The system of claim 8, wherein the at least two creatives include a default

creative and non-default creatives, and wherein the creative-level rule specifies play of a nondefault creative responsive to a switching-condition being met, and play of a default creative responsive to the switching-condition not being met.

15. A non-transitory computer-readable medium storing software comprising instructions executable by one or more computers which, upon such execution, cause the one or more computers to perform operations comprising:

receiving from an advertiser (i) a campaign-level rule for purchasing a given number of advertising slots of an advertising campaign comprising at least two different creatives, and (ii) a creative-level rule for allocating the at least two different creatives among the given number of advertising slots for the campaign upon completion of a purchase of the given number of advertising slots;

receiving from a plurality of broadcast stations an inventory of unsold advertising slots, each slot having associated cost-per-mille (CPM) and associated slot parameters;

estimating an efficacy of each unsold advertising slot from the received inventory of unsold advertising slots based on the associated CPM and on the campaign-level rule;

purchasing the given number of advertising slots for the campaign from among the received inventory of unsold advertising slots by using a process other than an auction, the purchased given number of advertising slots having been estimated to be the most effective slots that meet the campaign-level rule;

after completing said purchasing the given number of advertising slots, assigning the at least two different creatives of the campaign among the purchased given number of advertising slots based on the creative-level rule; and

instructing corresponding broadcast stations from among the plurality of broadcast stations to play the assigned at least two different creatives of the campaign in accordance with said assigning, wherein said estimating, said purchasing and said assigning are performed by one or more processors of the server system.

16. The medium of claim 15, wherein the campaign-level rule specifies purchase of an advertising spot based on audience demographics.

17. The medium of claim 15, wherein the campaign-level rule specifies purchase of an advertising spot based on broadcast station format.

18. The medium of claim 15, wherein the campaign-level rule specifies purchase of an advertising spot based on broadcast time.

19. The medium of claim 15, wherein said purchasing the given number of advertising slots by using a process other than an auction comprises:

reserving the given number of slots estimated to be most effective slots that meet the campaign target; and

then paying the corresponding broadcast stations from among the plurality of broadcast stations for the reserved given number of slots.

20. The medium of claim 15, wherein the at least two creatives include a default creative and non-default creatives, and wherein the creative-level rule specifies play of a non-default creative responsive to a switching-condition being met, and play of a default creative responsive to the switching-condition not being met.