Integrated and comprehensive advertising campaign management and optimization

• US 9,904,930 B2
• Filed: 12/16/2010
• Issued: 02/27/2018
• Est. Priority Date: 12/16/2010
• Status: Expired due to Fees

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Inventors: Ogawa, Stuart
• Primary Examiner(s): Brown, Alvin L
• Application Number:
  US12/969,928
• Publication Number:
  US 20120158485A1
• Time in Patent Office: 2,630 Days
• Field of Search: 705 14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0243 Comparative campaigns

Abstract

Techniques are provided for integrated and comprehensive advertising campaign management and optimization. Techniques are provided in which advertisers, including large-budget advertisers such as Chief Marketing Officers, can easily, efficiently and optimally define, manage and implement advertising budgets and campaigns, from high to granular levels, across a variety of online and offline channels. Such channels can include Web, mobile, social networking, etc., as well as traditional advertising channels such as TV, radio, etc. Techniques are provided, for example, in which advertisers, with a single click or selection, can cause implementation of a customized, optimized and comprehensive online and offline advertising campaign.

Claims

1. A method comprising:

obtaining a first set of information comprising statistical information relating to advertisement campaign performance for multiple online and offline advertising channels;

obtaining, from an advertiser or a proxy of an advertiser, a set of one or more objectives relating to an advertising campaign, including key performance indicators (KPIs) and goals of the advertising campaign;

providing at least one visualization tool, configured to display one or more simulated models and configured to receive and display input including campaign variables, KPIs, and at least the set of one or more objectives and modify existing campaign simulation templates;

obtaining, by the one or more processors, one or more campaign simulation templates from a library of publisher templates comprising one or more pre-defined records or fields for storing particular advertiser-associated information, wherein the one or more campaign simulation templates include simulation by industry, sub-industry, or micro-industry; and

based at least in part on the first set of information, the one or more campaign simulation templates, the set of one or more objectives, and input provided by the advertiser or the proxy of the advertiser through at least one graphical user interface of the visualization tool, generating, displaying and storing, a set of allocation recommendations relating to the advertising campaign, wherein the set includes competitive recommendations for additional selections of resource allocations based on similarity to the advertising campaign and tailored to meet the advertiser KPIs and goals of the advertising campaign, when the advertiser or the proxy of the advertiser enables application of analytic competitive recommendations, wherein the similarity to the advertising campaign is determined based on similarity to simulation by industry, sub-industry, or micro-industry, advertising business type, segment and audience targeting, wherein the competitive recommendations include suggestions related to advertising budget or spend allocation for a particular online property or offline channel selection of a particular businesses targeting a particular segment or audience.

2. The method of claim 1, comprising allowing the advertiser or the proxy of the advertiser to choose to comprehensively implement all or part of the set of allocation recommendations.

3. The method of claim 1, wherein the set of allocation recommendations include optimized proportioning of budget or spend across multiple online advertising channels and multiple offline advertising channels.

4. The method of claim 1, comprising implementing the set of allocation recommendations on behalf of the advertiser or proxy of the advertiser.

5. The method of claim 1, comprising implementing the set of allocation recommendations on behalf of the advertiser or proxy of the advertiser in an optimized fashion, including implementing online and offline advertising purchases on behalf of the advertiser or the proxy of the advertiser across multiple online advertising channels and multiple offline advertising channels.

6. The method of claim 1, further comprising;

managing the advertising campaign over a predetermined period of time;

storing newly available information over the predetermined period of time; and

modifying and updating the set of allocations recommendations based on the newly available information.

7. The method of claim 1, wherein the first set of information comprises advertising-related inventory availability information relating to each of the multiple online and offline advertising channels.

8. The method of claim 1, comprising providing or utilizing one or more simulation models in allowing the advertiser or the proxy of the advertiser to run advertising resource allocation hypotheticals and view simulation results.

9. The method of claim 1, comprising utilizing one or more machine learning models.

10. The method of claim 1, wherein the advertising campaign comprises multiple advertising campaigns, wherein each of the multiple advertising campaigns is part of the advertising campaign.

15. The method of claim 1, further comprising receiving input from the advertiser or the proxy of the advertiser through the at least one graphical user interface of the visualization tool.

16. The method of claim 15, further comprising visually integrating the received input into the one or more simulated models.

17. The method of claim 1, wherein the input provided by the advertiser or the proxy of the advertiser includes at least one variable from data stored in a customer database of the advertiser, an advertising agency of the advertiser, and a third party data provider.

18. The method of claim 1, wherein the competitive recommendations include segment, audience, property and channel recommendations of businesses with similar targeting actions.

19. The method of claim 1, wherein the visual summary analytics include real time heat maps configured to track successful campaigns with similar targeting actions.

20. The method of claim 1, wherein the one or more visualization displays is configured to provide visual summary analytics, competitive recommendations based on similarity to the advertising campaign, and granular graphical information relating to assessment of the advertising campaign.

11. A system comprising:

one or more server computers coupled to a network; and

one or more databases coupled to the one or more server computers;

wherein the one or more server computers are for;

obtaining a first set of information comprising statistical information relating to advertisement campaign performance for multiple online and offline advertising channels;

obtaining, from an advertiser or a proxy of an advertiser, a set of one or more objectives relating to an advertising campaign, including key performance indicators (KPIs) and goals of the advertising campaign;

providing at least one visualization tool, configured to display one or more simulated models and configured to receive and display input including campaign variables, KPIs, and at least the set of one or more objectives and modify existing campaign simulation templates;

obtaining, by the one or more processors, one or more campaign simulation templates from a library of publisher templates comprising one or more pre-defined records or fields for storing particular advertiser-associated information, wherein the one or more campaign simulation templates include simulation by industry, sub-industry, or micro-industry; and

based at least in part on first set of information, the one or more campaign simulation templates, the set of one or more objectives, and input provided by the advertiser or the proxy of the advertiser through at least one graphical user interface of the visualization tool, generating, displaying and storing, a set of allocation recommendations relating to the advertising campaign, wherein the set includes competitive recommendations for additional selections of resource allocations based on similarity to the advertising campaign and tailored to meet the advertiser KPIs and goals of the advertising campaign, when the advertiser or the proxy of the advertiser enables application of analytic competitive recommendations, wherein the similarity to the advertising campaign is determined based on similarity to simulation by industry, sub-industry, or micro-industry, advertising business type, segment and audience targeting, wherein the competitive recommendations include suggestions related to advertising budget or spend allocation for a particular online property or offline channel selection of a particular businesses targeting a particular segment or audience.

12. The system of claim 11, comprising allowing the advertiser or the proxy of the advertiser to choose to comprehensively implement all or part of the set of allocation recommendations.

13. The system of claim 11, wherein the set of allocation recommendations include optimized proportioning of budget or spend across multiple online advertising channels and multiple offline advertising channels.

14. A non-transitory computer readable medium or media containing instructions for executing a method comprising:

obtaining a first set of information comprising statistical information relating to advertisement campaign performance for multiple online and offline advertising channels;

obtaining, from an advertiser or a proxy of an advertiser, a set of one or more objectives relating to an advertising campaign, including key performance indicators (KPIs) and goals of the advertising campaign;

providing at least one visualization tool configured to display one or more simulated models and configured to receive and display input including campaign variables, KPIs, and at least the set of one or more objectives and modify existing campaign simulation templates;

obtaining, by the one or more processors, one or more campaign simulation templates from a library of publisher templates comprising one or more pre-defined records or fields for storing particular advertiser-associated information, wherein the one or more campaign simulation templates include simulation by industry, sub-industry, or micro-industry;

based at least in part on the first set of information, the one or more campaign simulation templates, and the set of one or more objectives, generating, displaying and storing, a set of allocation recommendations relating to the advertising campaign, wherein the set includes competitive recommendations for additional selections of resource allocations based on similarity to the advertising campaign and tailored to meet the advertiser KPIs and goals of the advertising campaign, when the advertiser or the proxy of the advertiser enables application of analytic competitive recommendations, wherein the similarity to the advertising campaign is determined based on similarity to simulation by industry, sub-industry, or micro-industry, advertising business type, segment and audience targeting, wherein the competitive recommendations include suggestions related to advertising budget or spend allocation for a particular online property or offline channel selection of a particular businesses targeting a particular segment or audience,

and optimized proportioning of budget or spend across multiple online advertising channels and multiple offline advertising channels; and

allowing the advertiser or the proxy of the advertiser to make a single selection through at least one graphical user interface of the visualization tool to choose to comprehensively implement all or part of the set of allocation recommendations.