MEDIA PLAY OPTIMIZATION USING MAKE GOOD STRATEGIES

• US 20110029373A1
• Filed: 09/11/2006
• Published: 02/03/2011
• Est. Priority Date: 06/01/2005
• Status: Abandoned Application

• Current Assignee: LOT Network Inc.
• Original Assignee: LOT Network Inc.
• Inventors: Steelberg, Ryan, Steelberg, Chad, Ketchum, Russell, Beauchamp, Scott
• Application Number:
  US11/530,864
• Publication Number:
  US 20110029373A1
• Time in Patent Office: Days
• US Class Current: 705/14.41
• 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

Abstract

Systems, methods, and a user interface for automatically scheduling a media play are disclosed. The user can specify, via the user interface, a strategy for how missed plays are made good. A play verifier reports which scheduled advertisements failed to play on a periodic basis or real time basis. Advertising campaign managers receive notification of play failures and determine the remedial action to take according to the criteria selected by the user for how to compensate for missed plays.

Claims

1. A computer-implemented method for automatically scheduling replacement plays of an advertisement from an advertising campaign, the method comprising:

providing, by a computer system comprising one or more computers, a plurality of strategies for scheduling replacement plays to an advertiser, each strategy representing a technique to select replacement plays for an advertisement that fails to play at a determined spot;

receiving, by the computer system, a selection by the advertiser of a strategy from among the plurality of strategies;

receiving, at the computer system, notification that an advertisement failed to play at a determined spot, the notification generated by examining content played by a selected media feed at multiple spots including the determined spot; and

scheduling a replacement play for the advertisement on one of a plurality of available media feeds, the one of the plurality of available media feeds selected in accordance with the selected strategy for scheduling replacement plays, the replacement play including a replacement spot at which the advertisement is scheduled to be played.

2. The computer-implemented method of claim 1, wherein the advertisement that failed to play at the determined spot was scheduled to play at a scheduled station during a scheduled daypart, and wherein scheduling a replacement play comprises reserving a next available slot on the station during the daypart.

3. The computer-implemented method of claim 1, wherein the replacement play of the advertisement meets campaign criteria of the advertiser.

4. The computer-implemented method of claim 1, wherein receiving notification comprises receiving notification from a play verifier software element configured to examine content played by the selected media feed at multiple spots including the determined spot.

5. The computer-implemented method of claim 1, wherein the media feed comprises a radio station.

6. The computer-implemented method of claim 1, wherein receiving notification occurs daily.

7. The computer-implemented method of claim 1, wherein receiving notification occurs hourly.

8. The computer-implemented method of claim 1, wherein receiving notification occurs substantially in real time.

9. The computer-implemented method of claim 1, wherein scheduling the replacement play occurs daily.

10. The computer-implemented method of claim 1, wherein scheduling the replacement play occurs hourly.

11. The computer-implemented method of claim 1, wherein scheduling the replacement play occurs substantially immediately after notification is received.

12. The computer-implemented method of claim 1, wherein a plurality of advertisements failed to play as scheduled and wherein scheduling a replacement play for each of the plurality of advertisements comprises spreading the replacement plays over a remaining duration of a campaign.

13. The computer-implemented method of claim 1, wherein the selection of a strategy is received from the advertiser through a user interface.

14. The computer-implemented method of claim 1, wherein the advertisement is scheduled to be played in a radio broadcast.

15. A computer-implemented method for automatically scheduling replacement plays of an advertisement from an advertising campaign, the method comprising:

receiving, by a computer system comprising one or more computers, from an advertiser, a selection of a strategy representing a technique to determine an impact of a failure to play an advertisement at a determined spot on goals of the advertising campaign;

receiving, by the computer system, notification that the advertisement from the campaign failed to play at the determined spot on a media feed;

determining, by the computer system, an impact of the failure on the goals of the advertising campaign, in accordance with the received strategy;

determining, by the computer system, a set of available spots that compensates for the impact of the failure on the goals of the campaign, wherein the set of available spots are selected in accordance with the selection of the strategy; and

reserving, by the computer system, the set of available spots for replacement plays for the advertisement.

16. The method of claim 15, wherein receiving notification comprises receiving notification from a play verifier software element.

17. The method of claim 15, wherein receiving notification occurs substantially in real time.

18. The method of claim 15, wherein determining an impact comprises determining a number of lost target impressions.

19. The method of claim 15, wherein the set of available spots comprise spots in radio broadcasts.

20. A method of compensating for failed plays of advertisements from an advertising campaign, the method comprising:

generating, by a computer system comprising one or more computers, notification that an advertisement in a campaign failed to play as scheduled on a media feed separate from the computer system, by examining a history of content played by the media feed at multiple spots including a spot at which the advertisement was scheduled to play;

determining, by the computer system an impact of the failure on goals of the campaign previously received from an advertiser providing the advertisement, the advertiser separate from the computer system; and

responsive to the determined impact, bidding, by the computer system, in an electronic auction for at least one available spot in one media feed of a plurality of media feeds for a supplemental play of the advertisement, wherein a price bid in the electronic auction corresponds to a value of the one available spot determined based on the goals of the campaign.

21. The method of claim 20, wherein receiving notification comprises receiving notification from a play verifier software element.

22. The method of claim 20, wherein receiving notification occurs substantially in real time.

23. The method of claim 20, wherein determining an impact comprises determining a number of lost target impressions.

24. The method of claim 20, wherein the goals of the campaign comprise one selected from a group consisting of market weighting, market distribution, daypart weighting, and budget.

25. The method of claim 20, wherein bidding in an electronic auction comprises bidding up to a maximum according to campaign rules.

26. The method of claim 20, further comprising:

determining a maximum bid for an available spot according to campaign rules; and

determining a relevancy multiplier for the available spot according to the goals of the campaign and spot characteristics, wherein bidding comprises bidding an amount equal to a product of the maximum bid and the relevancy multiplier.

27. The method of claim 20, wherein the media feed is a radio broadcast.

28. (canceled)

29. (canceled)

30. A computer-implemented method of compensating for changes in forecasted plays of an advertisement from a campaign, the method comprising:

receiving, by a computer system comprising one or more computers, notification of an advertisement from a campaign that is expected not to play as scheduled on a media feed;

determining, by the computer system, an anticipated impact of the advertisement not playing on goals of the campaign received from an advertiser providing the advertisement;

selecting available spots for supplemental plays of the advertisement that compensate for the anticipated impact based on a selection of a strategy to select replacement plays for the advertisement that fails to play at a determined spot, wherein the selected strategy was specified by an advertiser as a desired campaign parameter; and

responsive to the determined impact, reserving available spots for supplemental plays of the advertisement that compensate for the anticipated impact.

31. The computer implemented method of claim 30, wherein the media feed is a radio broadcast.

32. A computer readable medium encoding software instructions adapted to cause one or more computers to perform operations comprising:

providing, by the one or more computers, a plurality of strategies for scheduling replacement plays to an advertiser, separate from the one or more computers, who provides an advertisement, each strategy representing a technique to select replacement plays for the advertisement that fails to play at a determined spot;

receiving, from the advertiser, a selection of a make good strategy included in the plurality of strategies;

receiving notification that the advertisement failed to play as scheduled on a media feed that is separate from the one or more computers; and

responsive to the received selection of a make good strategy, scheduling at least one supplemental play of an advertisement on one of a plurality of media feeds that include the media feed, each of the plurality of media feeds separate from the one or more computers.

33. The computer-readable medium of claim 32, wherein the media feed is a radio broadcast.

34. An inventory management system for scheduling supplemental plays of advertisements from an advertising campaign into available slots in broadcasts following failures of previously scheduled plays, the inventory management system comprising a plurality of components including:

a user interface module for receiving a selection of a make good strategy from an advertiser located separately from the inventory management system, the make good strategy for an insertion of a supplemental play of an advertisement in a broadcast in response to a play failure;

a play verifier for reporting an advertisement that failed to play as scheduled on a radio station located separately from the inventory management system;

a station inventory manager for maintaining information about available advertising slots for a plurality of radio stations including the radio station, wherein the available advertising slots are selected in accordance with the advertiser'"'"'s selected make good strategy, each of the plurality of radio stations located separately from the inventory management system;

a campaign manager for bidding on available advertising slots in the plurality of radio stations for a supplemental play to compensate for a play failure; and

an auctioneer for auctioning available advertising slots to a campaign manager,

wherein each of the plurality of components is stored on a computer-readable medium and wherein each of the plurality of components is computer-executable.

35. The inventory management system of claim 34, wherein the available advertising slots comprise slots in radio broadcasts broadcast by the plurality of radio stations.