Systems and Methods for Planning, Executing, and Reporting a Strategic Advertising Campaign for Television

摘要

Systems and methods are disclosed for planning, executing, reviewing, and reporting the results of an advertising campaign to be run on TV. A demand-side platform receives ad slot opportunities from TV programming sources, and analyzes the ad slots to produce a prioritized list of placement opportunities for the advertising campaign to be presented to advertiser/clients. Each ad slot is analyzed with respect to past viewership data and with respect to desired targeting characteristics that may include conventional age and gender targeting, or additionally strategic targeting characteristics. Scores are established for each ad slot with respect to numbers of projected on-target impressions and/or a cost for projected on-target impressions. The scores are sorted to produce the prioritized list. Projected results can be viewed with respect to any or all of network, day, and daypart. After a campaign has completed, viewership data representing actual results is acquired, processed, and reported.

主权项

1. A computerized method wherein one or more processors provide a user interface facility for planning an advertising campaign for TV, whereby the one or more processors perform a method comprising:
providing a user interface facility for receiving from a user desired targeting characteristics and placement parameters for the advertising campaign; in the user interface facility, automatically computing and automatically displaying, performed by the one or more processors, projected results for the advertising campaign wherein the projected results are calculated in response to the desired targeting characteristics and placement parameters for the advertising campaign, and wherein the projected results are automatically re-calculated by the one or more processors upon receiving changes from a user with respect to the targeting characteristics and/or the placement parameters according to steps comprising:
receiving information related to at least first and second TV ad slots;receiving a data set of viewership data for TV that includes viewership data related to at least the first and second TV ad slots;automatically analyzing, performed by the one or more processors, the data set of viewership data for TV to determine viewer characteristics for viewers who watch the first TV ad slot, and assigning a score to the first TV ad slot indicative of a cost of on-target impressions for the first TV ad slot where for each on-target impression the viewer's characteristics match the desired targeting characteristics;automatically analyzing, performed by the one or more processors, the data set of viewership data to determine viewer characteristics for viewers who watch the second TV ad slot, and automatically assigning a score to the second TV ad slot indicative of a cost of on-target impressions for the second TV ad slot where for each on-target impression the viewer's characteristics match the desired targeting characteristics; andautomatically sorting, performed by the one or more processors, the first and second TV ad slots according to their associated scores to produce a prioritized list of suggested ad slots to be purchased for the advertising campaign; andbased on at least the prioritized list of suggested ad slots to be purchased and the placement parameters for the advertising campaign, automatically generating projected results for the advertising campaign and automatically displaying the projected results in the user interface facility.