Dynamic Ad Insertion for Personalized TV Broadcast Targeting
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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 effectively reach different viewer segments.
Innovation Solution
A method and platform that allows advertisers to upgrade ad-spots to deliver multiple ad creatives based on predefined 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 for precise targeting and retargeting.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If an advertiser purchases multiple ad-spots to target different viewer segments, then the ability to reach different audience segments is improved, but the cost and number of wasted impressions increase
Solution Approach 1:
The system segments the audience within a single ad-spot based on viewer profiles and categorizes them into different subgroups. Different ad-creatives are then delivered to different subgroups within the same ad-spot, eliminating the need to purchase multiple ad-spots for different segments while reducing wasted impressions.
Solution Approach 2:
The system applies local quality by delivering different ad-creatives to different viewer subgroups within the same ad-spot based on their specific characteristics and preferences. This allows tailored advertising content for each subgroup while utilizing a single ad-spot, improving adaptability without increasing cost.
2Ease of operation
If an advertiser is restricted to one ad creative per ad-spot, then the simplicity of ad delivery is maintained, but the effectiveness of targeting specific audience segments is reduced
Solution Approach 1:
The system introduces dynamics by automatically selecting and delivering different ad-creatives to different viewer subgroups within a single ad-spot based on real-time viewer profile matching. This maintains ease of operation for the advertiser while dramatically improving targeting effectiveness through dynamic ad selection.
Solution Approach 2:
The system acts as an intermediary between the single ad-spot and multiple audience segments by automatically matching viewer profiles with appropriate ad-creatives. This intermediary function enables multi-segment targeting within one ad-spot while keeping the advertiser's operation simple.
3Measurement precision
If multiple ad-spots are purchased to match creatives with targeted audiences, then the precision of audience matching is improved, but the number of wasted impressions and costs increase
Solution Approach 1:
The system segments viewers within a single ad-spot based on detailed profile analysis and delivers precise ad-creatives to each segment. This achieves high audience matching precision without requiring multiple ad-spots, thereby reducing wasted impressions and costs.
Solution Approach 2:
The system changes the parameter of ad delivery from one ad-creative per ad-spot to multiple ad-creatives per ad-spot by utilizing viewer profile parameters. This allows precise audience matching within a single ad-spot, eliminating the need to purchase multiple ad-spots.
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.