Dynamic Ad Insertion for Linear TV Audience Segmentation
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Solution Overview
Problem
Advertisers face limitations in targeting specific audience segments during Network owned National Linear Television ad inventory, as they can only send one ad creative per ad-spot, leading to high costs and wasted impressions, as they must purchase multiple ad-spots to reach different viewer segments effectively.
Innovation Solution
A method and platform that allows advertisers to upgrade ad-spots to deliver multiple ad creatives based on predefined target audience segments, enabling personalized ad delivery to specific viewer subgroups within a single ad-spot, utilizing a customized messaging platform that integrates with TV networks and dynamic ad insertion technologies to optimize ad targeting and retargeting.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If advertisers purchase multiple ad-spots to reach different viewer segments, then targeting effectiveness is improved, but advertising cost increases
Solution Approach 1:
The patent combines multiple ad-creatives into a single ad-spot by using dynamic ad insertion technology. The system delivers different ad-creatives to different viewer segments within the same ad-spot timeframe, merging what would traditionally require multiple separate ad-spot purchases into one consolidated purchase.
Solution Approach 2:
The ad-spot is transformed into a multi-functional unit that can serve multiple target audiences simultaneously. Instead of being restricted to a single ad-creative, the ad-spot can dynamically deliver different creatives to different viewer segments, making one ad-spot universal for multiple targeting objectives.
2Measurement precision
If advertisers purchase multiple ad-spots to display multiple creatives, then audience segmentation is improved, but number of wasted impressions increases
Solution Approach 1:
The patent applies local quality by delivering specific ad-creatives to specific viewer segments within the same ad-spot. Each viewer segment receives a customized ad-creative tailored to their characteristics, ensuring that the right ad reaches the right audience without wasting impressions on unrelated viewers.
Solution Approach 2:
The system dynamically selects and delivers appropriate ad-creatives to different viewer segments in real-time based on viewer identification and segmentation criteria. This dynamic approach ensures that each impression is optimized for the specific viewer, eliminating wasted impressions while maintaining precise audience segmentation.
3Device complexity
If advertisers are restricted to one ad-creative per ad-spot, then device complexity is reduced, but adaptability worsens
Solution Approach 1:
The patent introduces an intermediary system (dynamic ad insertion platform) that manages the complexity of delivering multiple ad-creatives. This intermediary handles viewer identification, ad-creative selection, and seamless switching within the ad-spot, shielding the advertiser from the underlying complexity while enabling high adaptability.
Solution Approach 2:
The system creates and manages multiple copies of ad-creatives that can be dynamically inserted into the same ad-spot. Instead of requiring complex real-time generation, pre-produced ad-creative copies are stored and selectively delivered based on viewer segmentation, simplifying the delivery mechanism while maintaining versatility.
Data Source
AI summary
The present invention relates to methods and systems for targeting and retargeting individuals with advertisement spots during television broadcasting. The method and system enable an advertiser for identifying and categorizing a set of viewers or individuals for retargeting advertisement based on parameters such as, but not limited to, interests or preferences of the individuals, past purchases and interactions of the individuals with the advertiser. The method and system further enable the advertiser to segregate the plurality of individuals into subgroups on the basis of information such as, but not limited to, demography, psychographic and behavioral characteristics of the plurality of individuals. The method and system then enable the advertiser to define one or more advertisement spots and corresponding advertisements to be delivered to different sub groups of individuals based on the categorization. Thereafter, the method and system retarget individuals by sending individualized messages in the one or more advertisement spots.