Media Play Optimization

• US 20130013415A1
• Filed: 09/13/2012
• Published: 01/10/2013
• Est. Priority Date: 06/01/2005
• Status: Active Grant

• Current Assignee: LOT Network Inc.
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Steelberg, Chad, Steelberg, Ryan, Beauchamp, Scott, Ketchum, Russell Kevin
• Granted Patent: US 8,719,097 B2
• Time in Patent Office: Days
• 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

1-32. -32. (canceled)

33. A method for scheduling insertions of advertisements from an advertising campaign into available slots in a broadcast, the method comprising:

maintaining information about available advertising slots for a plurality of broadcast stations;

receiving criteria, including at least one external criterion, and a cost that an advertiser is willing to pay, for the insertion of advertisements in a broadcast;

bidding in a first auction to schedule available advertising slots that are priced lower than the received cost;

monitoring states of the at least one external criterion, wherein a first one of the states corresponds to the at least one criterion being met, and a second one of the states corresponds to the at least one criterion not being met;

collecting listener inquiries from each previously broadcast slot of advertising;

calculating, based on (i) the received cost, (ii) the collected listener inquiries, and (iii) the monitored states of the at least one external criterion, a cost per response for each previously broadcast slot of advertisement, wherein the previously broadcast ad slots had been scheduled in accordance with the at least one external criterion by using the first auction;

determining target combinations of ad of slot parameters and states of the at least one external criterion, the target combinations corresponding to the previously broadcast ad slots that had the lowest calculated cost per response; and

automatically switching from bidding in the first auction to bidding in a second auction to schedule available advertising slots that have combinations of ad slot parameters and states of the at least one external criterion within the determined target combinations,

wherein the calculating and the determining the target combinations is performed by a computer system.

34. The method of claim 33, wherein parameters of an ad slot comprise one or more of a broadcast market, a broadcast station, a daypart and a creative.

35. The method of claim 33, wherein said automatically switching is performed without intervention from the advertiser.

36. The method of claim 33, wherein the at least one external criterion comprises a weather forecast, a traffic report, or a sports score.

37. The method of claim 33, wherein the listener inquiries comprise at least one of phone calls, website hits, coupon usage or sales.

38. The method of claim 33, wherein said receiving the at least one external criterion occurs substantially in real time.

39. The method of claim 33, wherein said monitoring whether the at least one external criterion is met or is not met occurs substantially in real time.

40. A non-transitory computer readable medium encoding instructions that, when executed by a computer system, cause the computer system to execute operations comprising:

maintaining information about available advertising slots for a plurality of broadcast stations;

receiving criteria, including at least one external criterion, and a cost that an advertiser is willing to pay, for insertion of advertisements in a broadcast;

bidding in a first auction to schedule available advertising slots that are priced lower than the received cost;

monitoring states of the at least one external criterion, wherein a first one of the states corresponds to the at least one criterion being met, and a second one of the states corresponds to the at least one criterion not being met;

collecting listener inquiries from each previously broadcast slot of advertising;

calculating, based on (i) the received cost, (ii) the collected listener inquiries, and (iii) the monitored states of the at least one external criterion, a cost per response for each previously broadcast slot of advertisement, wherein the previously broadcast ad slots had been scheduled in accordance with the at least one external criterion by using the first auction;

determining target combinations of ad of slot parameters and states of the at least one external criterion, such that the target combinations correspond to the previously broadcast ad slots that had the lowest calculated cost per response; and

automatically switching from bidding in the first auction to bidding in a second auction to schedule available advertising slots that have combinations of ad slot parameters and states of the at least one external criterion within the determined target combinations.

41. The non-transitory computer readable medium of claim 40, wherein parameters of an ad slot comprise one or more of a broadcast market, a broadcast station, a daypart and a creative.

42. The non-transitory computer readable medium of claim 40, wherein said automatically switching is performed without intervention from the advertiser.

43. The non-transitory computer readable medium of claim 40, wherein the at least one external criterion comprises a weather forecast, a traffic report, or a sports score.

44. The non-transitory computer readable medium of claim 40, wherein the listener inquiries comprise at least one of phone calls, website hits, coupon usage or sales.

45. The non-transitory computer readable medium of claim 40, wherein said receiving the at least one external criterion occurs substantially in real time.

46. The non-transitory computer readable medium of claim 40, wherein said monitoring whether the at least one external criterion is met or is not met occurs substantially in real time.

47. An inventory management system for scheduling insertions of advertisements from an advertising campaign into available slots in a broadcast, the system comprising:

a user interface module for receiving criteria, including at least one external criterion, and a cost that an advertiser is willing to pay, for the insertion of advertisements in a broadcast;

a hub computer system for;

monitoring states of the at least one external criterion, wherein a first one of the states corresponds to the at least one criterion being met, and a second one of the states corresponds to the at least one criterion not being met; and

collecting listener inquiries from each previously broadcast slot of advertising;

a station inventory manager process for maintaining information about available advertising slots for a station;

a campaign manager process for;

bidding in a first auction to schedule available advertising slots that are priced lower than the received cost;

calculating, based on (i) the received cost, (ii) the collected listener inquiries, and (iii) the monitored states of the at least one external criterion, a cost per response for each previously broadcast slot of advertisement, wherein the previously broadcast ad slots had been scheduled in accordance with the at least one external criterion by using the first auction;

determining target combinations of ad of slot parameters and states of the at least one external criterion, such that the target combinations correspond to the previously broadcast ad slots that had the lowest calculated cost per response; and

automatically switching from bidding in the first auction to bidding in a second auction to schedule available advertising slots that have combinations of ad slot parameters and states of the at least one external criterion within the determined target combinations; and

an auctioneer process auctioning, in accordance with the first and second auctions, the available advertising slots meeting the received at least one external criterion to the campaign manager process,

wherein the user interface, the station manager process, the campaign manager process and the auctioneer process are communicatively coupled with the hub computer system.

48. The inventory management system of claim 47, wherein parameters of an ad slot comprise one or more of a broadcast market, a broadcast station, a daypart and a creative.

49. The inventory management system of claim 47, wherein said campaign manager process for automatically switching is performed without intervention from the advertiser.

50. The inventory management system of claim 47, wherein the at least one external criterion comprises a weather forecast, a traffic report, or a sports score.

51. The inventory management system of claim 47, wherein the listener inquiries comprise at least one of phone calls, website hits, coupon usage or sales.

52. The inventory management system of claim 47, wherein said receiving the at least one external criterion occurs substantially in real time.

53. The inventory management system of claim 47, wherein said monitoring whether the at least one external criterion is met or is not met occurs substantially in real time.