Cross-Format Ad Campaign Budget Allocation System
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Current tools for advertisers lack precision in planning and predicting cross-format ad campaigns that target both TV and digital media, failing to provide detailed insights into incremental reach, frequency, and budget allocation across different formats, leading to inefficient ad spend and limited transparency in execution and tracking.
Innovation Solution
A system and method for analyzing fused viewership data to develop targeted plans that optimize the division of advertising budgets between digital media and TV, using historical data from past campaigns to align ad placements with desired targeting characteristics, and automatically calculating bid decisions to maximize reach, frequency, or cost-effectiveness across multiple screens and formats.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If advertisers use traditional separate planning tools for TV and digital media, then simplicity of operation is maintained, but measurement precision and manufacturing precision of campaign planning are insufficient
Solution Approach 1:
The patent merges TV and digital media planning into a single integrated system that processes both formats simultaneously. The system combines TV viewership data with digital media impression data in a unified database, allowing advertisers to plan cross-format campaigns with precise measurement of reach, frequency, and budget allocation across both TV and digital channels in one platform.
Solution Approach 2:
The planning system is designed to handle multiple functions within a single platform: it can plan TV campaigns, digital media campaigns, and integrated cross-format campaigns; it can measure reach, frequency, and budget allocation; and it can optimize delivery across different screen types and formats. This multi-functional approach eliminates the need for separate tools while maintaining operational simplicity.
2Productivity
If advertisers allocate budget across TV and digital media without integrated tools, then ease of operation is maintained, but productivity and measurement precision of budget allocation are limited
Solution Approach 1:
The system implements real-time feedback mechanisms that track actual campaign performance against planned objectives. It continuously monitors TV and digital media delivery, compares actual reach and frequency metrics with planned targets, and provides actionable insights for budget reallocation. This feedback loop enables advertisers to optimize spending dynamically while maintaining full transparency into how budgets are consumed across formats.
Solution Approach 2:
The system performs preliminary analysis and optimization before campaign launch by simulating different budget allocation scenarios across TV and digital media. It pre-calculates expected reach, frequency, and cost-effectiveness for various allocation strategies, allowing advertisers to make informed decisions about budget distribution before committing funds, thereby increasing productivity and reducing information loss.
3Measurement precision
If advertisers use aggregate-level planning tools, then ease of operation is maintained, but measurement precision for incremental reach and frequency is insufficient
Solution Approach 1:
The system segments the audience and campaign metrics into distinct categories: TV-only viewers, digital-only viewers, and cross-format viewers. It separately measures incremental reach (new audiences reached through cross-format planning), frequency distribution across formats, and budget allocation by channel. This segmentation enables precise measurement of campaign performance while maintaining operational simplicity through automated calculations and clear reporting.
4Loss of information
If advertisers manually track and analyze cross-format campaign data, then device complexity is minimized, but productivity and measurement precision are reduced
Solution Approach 1:
The system automatically collects, integrates, and analyzes TV and digital media campaign data without requiring manual intervention. It self-updates the unified database with delivery information from both formats, automatically calculates reach and frequency metrics, generates performance reports, and provides optimization recommendations. This self-service capability ensures complete transparency in campaign execution while keeping the system accessible and easy to operate.
Data Source
AI summary
Systems and methods are disclosed for analyzing a fused sample of viewership data to determine a behavior profile of online viewers who watched and/or didn't watch certain TV advertisements, where the TV advertisements are aligned with campaign targeting characteristics desired by an advertiser/client working with a demand side platform. Then, a campaign targeting plan is developed for dividing an advertising budget between digital media and TV impressions. The digital media portion of the campaign profiles Media Properties (MPs) contained in a historical database from past digital advertising campaigns across multiple digital formats and screens, and aligns digital ad placement with MPs having desired targeting characteristics. An optimized apportionment is automatically produced between TV and digital media spending based on an advertiser/client's goals of duplicating or not duplicating viewership of an advertisement between TV and digital media, or alternately based on cost alone. Alternately, the apportionment can be guided interactively.