Real time pricing, purchasing and auctioning of advertising time slots based on real time viewership, viewer demographics, and content characteristics

• US 20080167943A1
• Filed: 01/05/2007
• Published: 07/10/2008
• Est. Priority Date: 01/05/2007
• Status: Abandoned Application

• Current Assignee: Bellsouth Intellectual Property Corporation (AT&T, Inc.)
• Original Assignee: Bellsouth Intellectual Property Corporation (AT&T, Inc.)
• Inventors: Smith, William, Koch, Robert A., O'Neil, Douglas R.
• Application Number:
  US11/650,235
• Publication Number:
  US 20080167943A1
• 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 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0205 Location or geographical consideration
• CPC Class Codes: G06Q 30/0258 Registration
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

An exemplary advertising auction tool includes advertising data, detailed auction data such as pricing to bid on an advertisement time slot and desirable viewership characteristics and metrics, and business data for awarding the advertisement time slot and for distributing the advertisement. The auction tool receives near real-time viewership data about a viewer'"'"'s selection and use of media content and matches the viewership data with the advertising data to identify one or more advertisements as desirable for distribution during the advertisement time slot. The auction tool then establishes a bid price for each of the matched advertisements. These bid prices are then automatically adjusted by the advertising auction tool based upon comparisons of the matched data for each advertisement and based upon the business data for each advertisement. Thereafter, the auction tool awards the advertisement time slot to maximize a contract price for the advertisement time slot.

Claims

1. A method for awarding an advertisement time slot, comprising:

accessing viewership data about a viewer'"'"'s selection and use of media content, the viewership data comprising at least one viewership criterion describing one or more viewers as desirable for receiving advertisement content;

accessing an advertising auction engine to award the advertisement time slot, the advertising auction engine comprising at least one of advertising data, auction data for selecting and bidding on the advertisement time slot, and business data for awarding the advertisement time slot, the advertising auction engine for;

i) matching the viewership data with the auction data and the advertising data to identify one or more advertisements as desirable for distribution to the one or more viewers during the advertisement time slot,

ii) establishing a bid price for each of the identified one or more advertisements, the bid price adjusted by the advertising auction engine based upon the matched data for each advertisement and based upon the business data, and

iii) awarding the advertisement time slot to one of the identified one or more advertisements to maximize a contract price for the advertisement time slot.

2. The method of claim 1, further comprising:

merging the advertisement content of the awarded, identified advertisement with the media content.

3. The method of claim 2, further comprising:

communicating the merged content to a media delivery device of the one or more viewers.

4. The method of claim 1, further comprising:

communicating advertisement content associated with the awarded, identified advertisement at a presentation time for the advertisement time slot to the media delivery device of the one or more viewers.

5. The method of claim 1, the advertising auction engine further comprising a revenue sharing engine, the revenue sharing engine comprising at least one rule for calculating revenue to a content provider.

6. The method of claim 5, wherein the at least one rule for calculating revenue to a content provider comprises an estimated revenue based upon a percentage of interactive viewer sales if the matched advertisement is presented during the advertisement time slot.

7. The method of claim 6, wherein the contract price comprises the bid price and the estimated revenue.

8. The method of claim 5, wherein the at least one rule for calculating revenue to a content provider comprises a weighting factor to influence awarding of the advertisement time slot.

9. The method of claim 1, wherein the viewership criterion comprises a demographic characteristic of the one or more viewers.

10. The method of claim 1, wherein the viewership criterion comprises a genre characteristic of the one or more viewers.

11. The method of claim 1, wherein the viewership criterion comprises a geographic characteristic of the one or more viewers.

12. The method of claim 1, further comprising:

merging a plurality of viewership criterion from each viewer to determine a near real-time collective viewership metric associated with the media content.

13. The method of claim 1, wherein the viewership criterion comprises an event record, the event record comprising a command of interest from the one or more viewers and a time associated with the command of interest.

14. The method of claim 13, further comprising:

merging a plurality of event records to determine a near real-time collective viewership metric associated with the media content; and

comparing two or more near real-time collective viewership metrics to characterize the viewership metric as one of stable, unstable, increasing, or declining.

15. The method of claim 14, wherein the near real-time collective viewership metric identifies a near real-time total number of viewers of the media content.

16. The method of claim 15, wherein if the collective viewership metric is stable, then establishing an auction price that is approximately equal to a reserve price.

17. The method of claim 15, wherein if the collective viewership is declining, then establishing a contract price less than or equal to a reserve price.

18. The method claim 15, wherein if the collective viewership is increasing, then establishing a contract price that is at least equal to the reserve price.

19. A system, comprising:

a Real Time Advertising Auction Module stored in a memory device; and

a processor communicating with the memory device, the Real Time Advertising Auction Module;

i) receiving advertising auction data for bidding on one or more advertisement time slots of a content provider,

ii) receiving business data to select an advertisement for an advertisement time slot,

iii) receiving viewership data associated with a presentation of media content by the content provider,

iv) matching the viewership data with the advertising data and the auction data to identify one or more advertisements as desirable for distribution to one or more viewers during the advertisement time slot,

v) establishing a bid price for each of the identified one or more advertisements, the bid price adjusted according to the matched data for each advertisement and according to the business data for selecting the advertisement, and

vi) awarding the advertisement time slot to one of the identified one or more advertisements such that a contract price for the advertisement time slot is maximized.

20. A storage medium on which is encoded instructions for performing the following:

accessing advertising auction data for bidding on one or more advertisement time slots during presentation of media content by a content provider,

accessing business data to select an advertisement for the one or more advertisement time slots,

accessing viewership data associated with the presentation of the media content,

matching the viewership data with the advertising data and the auction data to identify one or more advertisements as desirable for distribution to one or more viewers during the advertisement time slot,

establishing a price for each of the identified one or more advertisements, the bid price adjusted by the advertising auction engine based upon the matched data for each advertisement and based upon the business data for selecting an advertisement, and

awarding the advertisement time slot to one of the one or more identified advertisements to maximize a contract price for the advertisement time slot.

21. A method for auctioning an advertisement time slot, comprising:

receiving viewership data that statistically describes a popularity of content;

receiving a duration of the advertisement time slot;

querying a database that associates bid amounts to the viewership data and to the duration of the advertisement time slot;

retrieving a bid amount; and

sending the bid amount as a bid for the advertisement insertion slot.

22. The method of claim 21, further comprising periodically querying for updated viewership data.

23. The method of claim 21, further comprising comparing the updated viewership data to a threshold viewership value.

24. The method of claim 23, wherein when the updated viewership data is less than the threshold viewership value, then sending a bid retraction that retracts the bid amount.

25. The method of claim 23, further comprising sending a new bid comprising a lesser bid amount that reflects a reduced popularity of the content.

26. The method of claim 23, wherein when the updated viewership data is greater than the threshold viewership value, then sending a bid retraction that retracts the bid amount.

27. The method of claim 23, further comprising sending a new bid comprising a greater bid amount that reflects an increased popularity of the content.

28. The method of claim 21, further comprising receiving an opening bid for the advertisement insertion slot.

29. The method of claim 21, further comprising receiving a competing auction bid for the advertisement insertion slot.

30. The method of claim 21, further comprising receiving a notification that awards the advertisement insertion slot to a highest bidder.

31. The method of claim 21, further comprising receiving a notification that another bidder won the advertisement insertion slot.