Reach and Frequency Estimator for Ad Spot Allocation
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Solution Overview
Problem
Cable system operators lack the ability to accurately determine how many households will see ad spots and how often, as current methods use aggregated viewership data, failing to provide insights at the individual household level.
Innovation Solution
Utilizing viewership data collected from set-top boxes at individual households to calculate the probability of households watching specific network/daypart combinations, allowing for precise reach and frequency estimation of ad spots.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Device complexity
If aggregated viewership data is used for ad spot sales, then the complexity of data collection is reduced, but the precision of reach and frequency estimation deteriorates
Solution Approach 1:
The patent segments aggregated viewership data into individual household-level data. By dividing the overall viewership into discrete household units, the system can track and analyze viewing patterns at the household level, enabling precise calculation of reach (number of unique households) and frequency (average views per household) metrics for ad spots.
2Measurement precision
If individual household viewership data is collected and analyzed, then the precision of reach and frequency estimation is improved, but the complexity of data processing increases
Solution Approach 1:
The patent introduces an intermediary processing layer that receives individual household viewership data and computes reach and frequency metrics. This intermediary system aggregates household-level data to calculate overall ad spot performance metrics, bridging the gap between detailed household data and macro-level advertising decisions without requiring complex manual processing.
Data Source
AI summary
Embodiments utilize viewership data collected via a set top box (STB) at individual households (HHs) to enable a network operator to recommend ad spots to customers based on a percentage of HHs that are likely to view the ad spots (e.g., the % of HHs reached by the ad spots), and/or based on the average number of times (e.g., average frequency) that the reached HHs are likely to view the ad spot. Embodiments compile the available network/daypart ad spots per broadcast week, and determine a number of ad spots for each network/daypart that satisfy a reached threshold of HHs, and/or satisfies the minimum frequency threshold.