Demand-Side Platform for Incremental Ad Reach
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Solution Overview
Problem
Conventional advertising campaigns often fail to reach target viewers across multiple channels, leaving unexposed audiences and lacking efficient planning and execution tools for cross-platform campaigns, particularly in Real-Time Bidding environments.
Innovation Solution
A system and method for executing advertising campaigns that incrementally reach unexposed target viewers by analyzing data from multiple channels, identifying unexposed viewers, matching them with optimal media channels and pricing, and dynamically adjusting the media plan to achieve maximum incremental reach within a budget, using a Demand-Side Platform (DSP) that automates bidding and media allocation across traditional TV and digital platforms.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If conventional TV advertising campaigns are used, then advertising delivery is simple, but many target viewers remain unexposed
Solution Approach 1:
The patent segments the advertising campaign into multiple channels (TV, digital, social media, mobile) and targets different viewer groups through each channel. The system divides the audience into exposed and unexposed segments, and further segments unexposed viewers by their media consumption habits to deliver targeted ads through appropriate channels, thereby expanding reach without excessive complexity
Solution Approach 2:
The demand-side platform is designed to perform multiple functions: it manages traditional TV advertising, digital media campaigns, real-time bidding, and cross-platform coordination. This multi-functional system allows a single platform to handle diverse advertising channels and strategies, improving versatility while managing complexity through integration
2Adaptability or versatility
If multiple advertising channels are used to reach unexposed viewers, then advertising reach is improved, but campaign planning and execution complexity increases
Solution Approach 1:
The demand-side platform acts as an intermediary that coordinates between multiple advertising channels, suppliers, and advertisers. It manages the complexity of multi-channel campaigns by centralizing control, automating channel selection, and handling the coordination of TV, digital, and social media advertisements through a single integrated system
Solution Approach 2:
The system performs preliminary analysis of viewer exposure data before campaign execution, identifying unexposed viewers and their preferred channels in advance. This pre-planning allows the system to automatically select optimal channels and timing for reaching unexposed audiences, reducing execution complexity while maintaining multi-channel effectiveness
3Productivity
If traditional demand-side platforms bid for impressions, then ad delivery is efficient, but cross-platform campaign planning lacks coordination
Solution Approach 1:
The patent merges traditional TV advertising management with digital media and real-time bidding capabilities into a single integrated demand-side platform. This combination allows the system to execute cross-platform campaigns with coordinated messaging and timing across TV, digital, and mobile channels while maintaining efficient automated bidding and delivery
Data Source
AI summary
Systems and methods are disclosed for enabling incremental reach for an advertising campaign, across multiple screens/channels. In some embodiments, a base TV/media plan is uploaded, and targeted exposed viewers are monitored. Unexposed target viewers are identified. Additional media channels that unexposed viewers use are found. Unexposed viewers are matched with pricing and media avails from one or more media directories. Media avails are then analyzed along with incremental on-target impressions. Targeted avails for unexposed viewers are then determined, based on lowest incremental cost and largest incremental reach are added to a current cross-screen plan. An analysis to find new unexposed viewers is then re-run to determine the next-most cost effective avails. The above steps are repeated or looped until a selected advertisement budget has been allocated. User interface embodiments for these methods are also disclosed.