Demand-Side Platform for Incremental Ad Reach
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Conventional advertising campaigns often fail to reach target viewers across multiple channels, leaving desirable audiences unexposed, particularly in multi-channel marketing strategies that combine traditional TV and digital media, due to limitations in cross-platform campaign planning and execution.
Innovation Solution
The development of systems and methods that utilize a demand-side platform (DSP) to analyze and optimize advertising campaigns by identifying unexposed target viewers across multiple channels, matching them with available media avails, and allocating budgets based on lowest incremental cost-per-thousand impressions (CPM), enabling incremental reach beyond traditional TV campaigns through programmatic television and cross-screen advertising.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If conventional TV campaigns are used to reach target viewers, then advertising budget can be allocated simply, but many desirable viewers remain unexposed across multiple channels
Solution Approach 1:
The system segments the advertising campaign into distinct channels (TV, digital, social media) and further segments viewers into exposed and unexposed groups. This segmentation enables targeted allocation of budgets to specific channels based on their effectiveness in reaching unexposed viewers, resolving the contradiction between cross-platform versatility and planning complexity by breaking down the complex multi-channel problem into manageable channel-specific components
Solution Approach 2:
The demand-side platform acts as an intermediary between advertisers and multiple media channels. It automatically analyzes campaign performance data, identifies unexposed viewers, and allocates budgets across channels based on incremental reach metrics. This intermediary eliminates the need for advertisers to manually manage complex cross-platform planning, thereby achieving cross-platform capability without proportionally increasing planning complexity
2Productivity
If multiple advertising channels are used to reach unexposed viewers, then campaign reach is improved, but budget allocation complexity increases
Solution Approach 1:
The system performs preliminary analysis of campaign performance data before making budget allocation decisions. It pre-identifies unexposed viewers and pre-calculates incremental reach metrics for different channels. This preliminary action enables automated, data-driven budget allocation that improves reach efficiency without requiring complex manual intervention during campaign execution
Solution Approach 2:
The system dynamically changes budget allocation parameters based on real-time campaign performance data. It adjusts the proportion of budget allocated to each channel based on their effectiveness in reaching unexposed viewers, using metrics like incremental CPM. This dynamic parameter adjustment automates the budget allocation process, improving productivity while reducing the perceived complexity through algorithmic decision-making
3Measurement precision
If automated demand-side platforms are used for cross-platform campaigns, then targeting precision is improved, but system complexity increases
Solution Approach 1:
The demand-side platform is designed as a universal system that handles multiple functions: data collection from various channels, viewer identification, performance analysis, and budget allocation. By consolidating these functions into a single multi-functional platform, the system achieves precise targeting across TV and digital channels without requiring separate complex systems for each function, thereby improving measurement precision while managing overall system complexity
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.