Advertisement Planning System Using Media Weight Optimization
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Solution Overview
Problem
Current advertisement planning methods fail to accurately predict the impact of advertisements on business results prior to their publication, relying on historical data and limited metrics that do not provide comprehensive insights into category sales or market share contributions.
Innovation Solution
A method and system for determining an advertisement's in-market results by calculating media weight, wearout value, and sales effectiveness, allowing for effective delivery and sales effectiveness value determination, which includes distributing total media weight among advertisements to optimize advertising spending based on selling power values.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If historical data and limited metrics are used to determine advertisement effectiveness, then the measurement process is simple, but the accuracy of predicting business result impact is insufficient
Solution Approach 1:
The patent segments the measurement process into multiple independent components: media weight calculation, wearout value determination, and sales effectiveness assessment. Each component can be calculated separately using specific formulas and inputs, allowing for modular complexity management while achieving comprehensive measurement accuracy through the combination of these segmented measurements.
Solution Approach 2:
The patent applies preliminary action by calculating media weight and wearout values before determining final sales effectiveness. The media weight is computed from advertising spend and inventory data in advance, and wearout values are determined based on advertising frequency and timing, allowing the final effectiveness measurement to build upon pre-computed components rather than requiring all calculations to be performed simultaneously.
2Measurement precision
If media weight and wearout values are calculated to determine effective delivery, then the forecasting accuracy improves, but the calculation complexity increases
Solution Approach 1:
The patent applies parameter changes by transforming raw advertising data into standardized intermediate parameters: media weight is derived from advertising spend and inventory levels, wearout values are calculated from advertising frequency and timing parameters, and these transformed parameters are then used to compute final sales effectiveness. This parameter transformation approach allows complex relationships to be captured through systematic parameter changes rather than complex direct calculations.
3Loss of information
If advertisements are selected based solely on sales effectiveness rating, then the selection process is simple, but the insight into category sales and market share impact is limited
Solution Approach 1:
The patent introduces intermediary metrics (media weight, wearout values, and effective delivery calculations) that serve as mediators between raw advertising data and final business result predictions. These intermediary calculations translate advertising spend and timing information into meaningful effectiveness metrics that provide insight into category sales and market share impact, allowing advertisers to make more informed selection decisions without requiring direct complex analysis of all possible business outcome scenarios.
Data Source
AI summary
A system and method for determining an advertisement plan includes determining the in-market results of an advertisement prior to publication and optimizing the distribution of media weight among the advertisements of the advertisement plan. The in-market results are determined based on the sales effectiveness and the effective delivery of the advertisement. The distribution of media weight is optimized based on the sales effectiveness of the advertisements of the advertisement plan and an effective delivery per media weight ratio. The in-market results and the optimization of the distribution of media weight may be transmitted to a client machine over a network.