Television Program Promotion Optimization via Viewer Segmentation
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Solution Overview
Problem
The increased number of television channels makes it difficult for viewers to identify preferred programs, and for content providers to effectively promote their content, due to viewer overwhelm and inefficient cross-network promotions.
Innovation Solution
A computer-implemented method to determine optimal times and channels for television advertising based on viewer profile information, using indices such as TV View Duration, Genre View Duration, and geographic data to assign viewers to modal segments and optimize promotion delivery.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If cross-network promotion is used to attract viewers, then program visibility and viewer attraction improve, but promotion cost increases
Solution Approach 1:
The system changes parameters by optimizing promotion placement based on viewer profile data, modal segment assignments, and predictive analytics to identify the most effective channels and time slots, thereby reducing wasted promotion spend while maintaining or improving program visibility
Solution Approach 2:
The system implements feedback loops by continuously collecting viewer response data, measuring promotion effectiveness, and using this information to refine future promotion decisions, ensuring that promotion costs are optimized based on actual performance metrics
2Measurement precision
If viewer profile data is collected and analyzed, then promotion targeting precision improves, but system complexity increases
Solution Approach 1:
The system applies segmentation by dividing the viewer population into distinct modal segments based on profiling data, allowing for targeted promotion strategies without requiring complex individual-level analysis for every viewer, thus managing system complexity while maintaining precision
Solution Approach 2:
The system introduces intermediary components such as modal segment assignments and predictive models that simplify the complex relationship between raw viewer profile data and promotion decisions, acting as mediators that translate detailed data into actionable insights
Data Source
AI summary
A computer implemented method and apparatus for determining an optimal time and channel for delivery of television advertising content based on viewer profile information is disclosed. The method and apparatus provide for collecting viewer profile information for a viewer and storing it in a computer memory. Segments of viewers may be defined by viewer profile information thresholds in the computer memory. Viewers may be assigned to an audience segment based on a comparison of the viewer profile information thresholds with the collected viewer profile information. Information describing programs to be promoted, spots in which promotions for such programs may air, and geographic data also may be collected and stored. The computer may determine an optimal time and channel for delivery of the television advertising content to a selected audience segment based on the program to be promoted information, spot information and geographic data. The method and apparatus may be of particular use in determining optimal channels and times for promotion of a television program on a channel/network other than the channel/network on which the program is to air (i.e., cross-network promotion).