TV Ad Effectiveness Measurement via Digital Device Matching
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Solution Overview
Problem
Existing advertisement effectiveness measurement solutions fail to accurately correlate the number of viewers who watch TV advertisements with subsequent user actions, such as website visits or purchases, providing inadequate and sometimes inaccurate results for advertisers seeking to improve their campaigns.
Innovation Solution
A computing environment with a digital device matching engine and a conversion determination engine that matches digital devices to TV sets based on user-associated data, determining the level of conversion associated with an advertisement by tracking user actions on websites following TV ad exposure, and providing recommendations for advertisers to enhance their campaigns.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If existing measurement techniques track the number of viewers and demographic information, then advertisers can obtain detailed audience information, but the system cannot correlate this data with subsequent user actions such as website visits or purchases
Solution Approach 1:
The patent combines TV viewing data from broadcast systems with digital device data from web browsers and mobile devices by matching unique identifiers (device IDs, IP addresses, cookies) to create a unified user profile. This merging allows the system to correlate TV advertisement exposure with subsequent digital actions across multiple platforms, resolving the inability to link viewing data with user actions while maintaining measurement accuracy.
Solution Approach 2:
The patent introduces a measurement system that acts as an intermediary between TV broadcasting systems and digital media platforms. This intermediary captures data from both sources, matches users through unique identifiers, and provides correlated measurement results to advertisers. The intermediary enables the correlation of TV viewing with digital actions without requiring direct integration between the TV system and digital platforms.
2Quantity of substance
If advertisers use traditional TV advertising, then they can reach a broad audience, but they lack the ability to measure the actual impact and conversion results of their advertisements
Solution Approach 1:
The patent implements a feedback mechanism that tracks users from TV advertisement exposure through to subsequent digital actions. By matching unique identifiers across devices and platforms, the system provides advertisers with feedback on actual conversion results, website visits, and user responses to their TV ads. This feedback loop enables precise measurement of advertisement impact while maintaining broad audience reach through traditional TV broadcasting.
3Measurement precision
If the system tracks user actions across multiple devices and platforms, then it can provide comprehensive conversion data, but the complexity of matching digital devices to TV sets increases significantly
Solution Approach 1:
The patent performs preliminary matching of unique identifiers (device IDs, IP addresses, cookies) between digital devices and TV sets before conversion events occur. By establishing these associations in advance, the system simplifies the tracking process and reduces the complexity of real-time matching. This preliminary action enables accurate conversion tracking without requiring complex real-time matching operations when conversions occur.
Data Source
AI summary
Apparatuses, methods, and storage media for determining effectiveness of an advertisement are described. In one instance, an apparatus for determining effectiveness of an advertisement may include a digital device matching engine, communicatively coupled to the processors, to receive and process information obtained from a web site accessed by a digital device, and to match the digital device to a TV set, based at least in part on the processed information. The apparatus may further include a conversion determination engine, communicatively coupled to the processors, to determine a level of conversion associated with an advertisement rendered by a broadcasting media to the TV set, based at least in part on the matching of the digital device to the TV set. The apparatus may be configured to provide recommendations to advertisement regarding the effectiveness of their advertising campaign. Other embodiments may be described and claimed.