Ad Space Allocation for Multi-Brand TRP and GRP Balancing
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Solution Overview
Problem
Existing advertisement allocation systems fail to efficiently allocate advertisements to specific targets without increasing the calculation load.
Innovation Solution
An advertisement material allocation system that determines optimal advertisement space allocation for multiple brands by maximizing target rating points and minimizing achievement rate differences using a multi-stage optimization method.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If optimization method is applied to allocate advertisement material for multiple brands, then allocation efficiency for specific target is improved, but calculation amount becomes enormous
Solution Approach 1:
The patent segments the advertisement allocation problem into two distinct stages: first allocating advertisement spaces to brands based on GRP targets, then allocating specific advertisement materials to those spaces based on TRP targets. This segmentation divides the enormous calculation problem into manageable sub-problems, reducing overall computational complexity while maintaining allocation efficiency for specific targets
Solution Approach 2:
The patent performs preliminary allocation of advertisement spaces to brands in the first stage before conducting the second stage of material allocation. By pre-determining which brands receive which advertisement spaces based on GRP constraints, the system reduces the search space for the subsequent TRP optimization, thereby reducing calculation amount while improving productivity
2Reliability
If advertisement material for specific target is introduced, then effectiveness for specific target is improved, but allocation complexity increases
Solution Approach 1:
The patent separates allocation complexity into two distinct phases: GRP-based space allocation and TRP-based material allocation. This segmentation allows the system to handle specific target effectiveness (TRP) without overwhelming complexity, as each phase addresses one dimension of the problem independently
Solution Approach 2:
The patent introduces advertisement spaces as an intermediary entity between brands and advertisement materials. This intermediary structure simplifies the allocation process by creating a clear hierarchy: brands → advertisement spaces → advertisement materials, making the system more manageable while maintaining effectiveness for specific targets
Data Source
AI summary
An advertisement material allocation system includes: an acquisition unit configured to acquire setting information on allocation including information on a target value; and a control unit configured to determine, based on the setting information, information indicating a correspondence relationship between each advertisement space and a brand to be allocated to each advertisement space, with respect to which brand advertisement material among a plurality of brands is to be allocated to each advertisement space, in which the control unit determines information indicating a first correspondence relationship that maximizes a minimum value for all brands among achievement rates regarding a target rating point (TRP) for each brand under a condition that satisfies a first rule including a constraint that a gross rating point (GRP) or an individual GRP is equal to or greater than the target value.