Automated advertisement system
View Patent ↗An end-to-end automated management system facilitates generation of advertisement proposals, and purchase orders, over one or many media outlets and stations. Once an advertisement proposal is purchased and inserted into a traffic management and billing system, near-real-time performance feedback about the advertisements can be obtained from media consumers through a media presentation application presenting the advertisement, via a social media service, or the like. The consumer feedback and other performance factors, which can be received concurrently with airing of an advertisement, can be considered in determining whether a particular advertisement or an advertising proposal as a whole, is effective in meeting purchaser requirements. Advertisement copy can be changed according to the proposal parameters, without purchaser intervention, to provide near-real-time responsiveness to consumer feedback.
1. A method comprising:
receiving, at a media proposal server, an online order to purchase advertising as specified in an advertising proposal, the advertising proposal including placement of a particular advertisement in multiple spot blocks on a plurality of media outlets;
transmitting the online order from the media proposal server to a traffic and billing system, wherein the traffic and billing system schedules the particular advertisement to be aired in first and second spot blocks on both of at least two selected media outlets of the plurality of media outlets, wherein each of the at least two selected media outlets is associated with a different media market;
distributing the particular advertisement to the at least two selected media outlets, wherein each of the at least two selected media outlets airs the particular advertisement in respective first spot blocks of the at least two selected media outlets;
receiving, at the media proposal server, performance feedback related to an effectiveness of the particular advertisement, at least a first portion of the performance feedback being received at the media proposal server from the at least two selected media outlets, at least a second portion of the performance feedback being received at the media proposal server via a social media provider, and wherein the performance feedback is received prior to a scheduled airing of the particular advertisement in second respective spot blocks of the at least two selected media outlets;
aggregating the performance feedback at a market level to generate market level performance feedback;
determining without purchaser intervention, by a media proposal server acting in cooperation with a processing system including an advertisement module, that an updated advertisement is to be aired in place of the particular advertisement in the second spot block of a first selected media outlet associated with a first media market, the determination based, at least in part on the market level performance feedback; and
delivering the updated advertisement to be aired in place of the particular advertisement in the second spot block of a first selected media outlet associated with a first media market, but leaving the particular advertisement to be aired in an unaltered form by a second selected media outlet associated with a second media market, wherein the updated advertisement is delivered in accordance with the advertising proposal, and without purchaser intervention.
2. The method of claim 1 , further comprising:
wherein at least one media outlet comprises a plurality of media stations;
receiving performance feedback from the plurality of media stations, where in the performance feedback indicates an effectiveness of the particular advertisement in particular media stations; and
delivering different updated advertisements to different media stations based, at least in part, on the performance feedback received from the plurality of media stations.
3. The method of claim 2 , further comprising:
generating a report indicating performance of the advertising proposal as a whole, based on an aggregate performance of the particular e advertisement in the plurality of media outlets.
4. The method of claim 1 , wherein the performance feedback is received in parallel at the media proposal server and an analytics module.
5. The method of claim 1 , wherein the performance feedback comprises feedback obtained from user interaction with an object displayed via an Internet radio player during airing of the particular advertisement.
6. The method of claim 1 , further comprising:
automatically generating the updated advertisement in accordance with stored purchaser preferences, without purchaser intervention, in response to the performance feedback indicating a failure of the particular advertisement to achieve performance feedback goals associated with the purchaser.
7. The method of claim 6 , further comprising:
generating a report including information describing the updated advertisement.
8. The method of claim 1 , wherein the distributing further comprises:
distributing a plurality of different versions of the particular advertisement to a plurality of different media outlets.
9. An advertisement sales network comprising:
a traffic and billing system comprising at least one processor configured to receive an order to purchase advertising as specified in an advertising proposal, the advertising proposal including placement of a particular advertisement in multiple spot blocks on a plurality of media outlets;
the traffic and billing system further comprising at least one processor configured to schedule the particular advertisement to be aired in first and second spot blocks on both of at least two selected media outlets of the plurality of media outlets, wherein each of the at least two selected media outlets media outlets is associated with a different media market;
a media distribution server coupled to the traffic and billing system, the media distribution server comprising at least one processor configured to distribute the particular advertisement to the at least two selected media outlets, wherein each of the at least two selected media outlets airs the particular advertisement in respective first spot blocks of the at least two selected media outlets;
a processing system configured to implement an analytics module, the analytics module configured to:
receive performance feedback related to an effectiveness of the particular advertisement from a plurality of different sources, at least a first portion of the performance feedback being from the at least two selected media outlets, at least a second portion of the performance feedback being received via a social media provider, and wherein the performance feedback is received prior to a scheduled airing of the particular advertisement in second respective spot blocks of the at least two selected media outlets;
aggregate the performance feedback at a market level to generate market level performance feedback;
the processing system further configured to implement an advertisement module, the advertisement module configured to:
make a determination, without purchaser intervention, that an updated advertisement is to be aired in place of the particular advertisement in the second spot block of a first selected media outlet associated with a first media market, the determination based, at least in part on the market level performance feedback;
generate an updated advertisement on-the-fly, based on the determination; and
the media distribution server configured to deliver, the updated advertisement to a first selected media outlet to be aired in place of the particular advertisement in the second spot block of the first selected media outlet associated with a first media market, but not delivering the updated advertisement to a second selected media outlet, leaving the particular advertisement to be aired in an unaltered form by the second selected media outlet associated with a second media market, wherein the updated advertisement is delivered in accordance with the advertising proposal, and without purchaser intervention.
10. The advertisement sales network of claim 9 , further comprising:
wherein the at least one media outlet comprises a plurality of media stations;
the processing system further configured to receive performance feedback from the plurality of media stations, where in the performance feedback indicates an effectiveness of the particular advertisement in particular media stations; and
the media distribution server further configured to deliver different updated advertisements to different media stations based, at least in part, on the performance feedback received from the plurality of media stations.
11. The advertisement sales network of claim 10 , further comprising:
a report generation module configured to generate a report indicating performance of the advertising proposal as a whole, based on an aggregate performance of the particular advertisement in the plurality of media outlets.
12. The advertisement sales network of claim 9 , wherein the performance feedback is received in parallel at the traffic and billing system, and at the analytics module.
13. The advertisement sales network of claim 9 , wherein the performance feedback comprises feedback obtained from user interaction with an object displayed via an Internet radio player during airing of the particular advertisement.
14. The advertisement sales network of claim 9 , further comprising:
an advertisement module configured to automatically generate the updated advertisement in accordance with stored purchaser preferences, without purchaser intervention, in response to the performance feedback indicating a failure of the particular advertisement failing to achieve performance feedback goals associated with the purchaser.
15. The advertisement sales network of claim 14 , further comprising:
a report generation module configured to generate a report including information describing the updated advertisement.
16. The advertisement sales network of claim 9 , further comprising:
the media distribution server configured to deliver a plurality of different versions of the particular advertisement to a plurality of different media stations.
17. An end-to-end media advertisement sales, management, and reporting network comprising:
a media proposal server comprising at least one processor configured to:
obtain advertising target parameters associated with a purchaser;
interact with an accounts management module, an analytics module, and a traffic and billing system to construct a media advertising proposal based on the advertising target parameters;
obtain a purchaser order to purchase advertising as specified in the media advertising proposal, the media advertising proposal including placement of a particular advertisement in multiple spot blocks on a plurality of media outlets;
inject the media advertisement proposal as an order into a traffic and billing system, the order indicating that the particular advertisement is to be scheduled to air in first and second spot blocks on both of at least two selected media outlets;
a traffic and billing system comprising at least one processor configured to:
receive the order;
coordinate with a media distribution server to distribute the particular advertisement to the at least two selected media outlets for delivery to media consumers in both the first and second spot blocks on each of at least two media stations;
a processing system including an analytics module configured to receive at least a first portion of performance feedback from the at least two media stations, and at least a second portion of the performance feedback from a social media provider, the performance feedback related to an effectiveness of the particular advertisement in relation to airing in the first spot block on each of the at least two media stations;
the analytics module further configured to aggregate the performance feedback at a market level to generate market level performance feedback;
the media proposal server further comprising a feedback module configured to:
receive the market level performance feedback is received prior to a scheduled airing of the particular advertisement in the second spot blocks on each of the at least two selected media outlets;
make a determination, without purchaser intervention, that an updated advertisement is to be aired in place of the particular advertisement in the second spot block of a first selected media outlet associated with a first media market, the determination based, at least in part on the market level performance feedback;
coordinate with the processing system including the analytics module to obtain, based at least in part on the performance feedback, an updated advertisement to be used as a substitute for the particular advertisement in a second spot block of a first media outlet, but not in a second spot block of a second media outlet; and
the media distribution server configured to deliver the updated advertisement to the first media outlet for broadcast in the second spot block in place of the particular advertisement, in accordance with the media advertising proposal, but leave the particular advertisement to be aired in the second spot block of a second media outlet.
18. The end-to-end media advertisement sales, management, and reporting network of claim 17 , further comprising:
a report generation module configured to generate a report indicating performance of the media advertising proposal, wherein the report includes both an aggregate performance of the particular advertisement in the plurality of media outlets, and a per-outlet performance indicator.
19. The end-to-end media advertisement sales, management, and reporting network of claim 17 , wherein the performance feedback comprises feedback obtained from user interaction with an object displayed via an Internet radio player during airing of the particular advertisement.
20. The end-to-end media advertisement sales, management, and reporting network of claim 17 , further comprising:
obtaining the updated advertisement, without purchaser intervention, in response to the performance feedback indicating a failure of the particular advertisement failing to achieve performance feedback goals associated with the purchaser.