Placement and adaptive transfer of advertising spots in a broadcast network
A new RFP specification is received for a new broadcast ad campaign. A placement is determined for a new broadcast ad in a suitable position within an ad network inventory based at least in part on the new RFP specification. A transfer of an existing placement for an existing broadcast ad campaign out of the suitable position to a newer position based at least in part on an existing RFP specification is determined.
1. A method of planning terrestrial radio broadcast ads, comprising:
receiving via a traffic server a new Request For Proposal (“RFP”) specification for a new radio broadcast ad campaign to be played on a real-time media-delivery appliance, wherein:
the traffic server is coupled to the real-time media-delivery appliance;
the real-time media-delivery appliance comprises an audio codec;
the real-time media-delivery appliance is coupled directly to a terrestrial radio broadcast mixer;
the real-time media-delivery appliance comprises a capability to directly monitor output in-band of the terrestrial radio broadcast mixer; and
the real-time media-delivery appliance comprises a capability to directly play content after detecting and decoding an in-band trigger from the output of the terrestrial radio broadcast mixer;
determining a placement for a new radio broadcast ad to be played on the real-time media-delivery appliance, in a suitable position within an ad network inventory based at least in part on the new RFP specification, wherein the placement comprises a terrestrial radio broadcast daypart; and
determining a transfer of an existing placement for an existing radio broadcast ad campaign out of the suitable position to a newer position based at least in part on an existing RFP specification.
2. The method recited in claim 1 , wherein:
the determination of placement to the suitable position is based at least in part on the new RFP specification;
the new radio broadcast ad campaign includes the new radio broadcast ad; and
the ad network inventory includes station inventory for each station in an ad network.
3. The method recited in claim 2 , wherein:
the existing radio broadcast ad is part of an existing radio broadcast ad campaign;
the determination of transfer from the suitable position to the newer position is based at least in part on an existing RFP specification; and
the existing RFP specification was received for the existing radio broadcast ad campaign.
4. The method recited in claim 3 , further comprising one or more of the following: transferring the existing radio broadcast ad to the new position; and
placing the new radio broadcast ad in the suitable position.
5. The method recited in claim 4 , further comprising normalizing each requirement within the RFP specification to a financial metric.
6. The method recited in claim 5 , wherein the determination of placement to the suitable position is based at least in part on whether placement of the new radio broadcast ad does not exceed a financial budget for the new RFP specification.
7. The method recited in claim 6 , wherein the financial budget is aggregated over every radio broadcast ad in the new radio broadcast ad campaign as a bank-account style credit.
8. The method recited in claim 7 , further comprising determining a tiling pattern for the new radio broadcast ad.
9. The method recited in claim 8 , further comprising tiling the new radio broadcast ad.
10. The method recited in claim 9 , wherein the tiling pattern comprises ad rotation amongst campaigns already placed in inventory.
11. The method recited in claim 10 , wherein the tiling pattern comprises ad selection of creative from within the new radio broadcast ad campaign.
12. The method recited in claim 11 , wherein each RFP specification includes a target demographic, a target market, and a budget.
13. The method recited in claim 12 , further comprising determining an adaptation of the placement or the transfer to respond to a change in the ad network inventory.
14. The method recited in claim 13 , wherein the change in the ad network inventory includes inventory being damaged based at least in part on removal of a station.
15. The method recited in claim 14 , wherein the change in the ad network inventory includes a change in a station format or demographics.
16. The method recited in claim 15 , wherein the determination of placement to the suitable position is based at least in part on a fitness metric, wherein the fitness metric is based on one or more of the following: a measure of demographic match, a measure of market balance, and a measure of weak balance.
17. The method recited in claim 16 , wherein the determination of transfer is based on one or more of the following: a cycle elimination rule and a no-middlemen rule.
18. A system for planning terrestrial radio broadcast ads, comprising:
a traffic server configured to:
receive a new RFP specification for a new radio broadcast ad campaign to be played on a real-time media-delivery appliance, wherein:
the traffic server is coupled to the real-time media-delivery appliance;
the real-time media-delivery appliance comprises an audio codec;
the real-time media-delivery appliance is coupled directly to a terrestrial radio broadcast mixer;
the real-time media-delivery appliance comprises a capability to directly monitor output in-band of the terrestrial radio broadcast mixer; and
the real-time media-delivery appliance comprises a capability to directly play content after detecting and decoding an in-band trigger from the output of the terrestrial radio broadcast mixer;
determine a placement for a new radio broadcast ad to be played on the real-time media-delivery appliance in a suitable position within an ad network inventory based at least in part on the new RFP specification, wherein the placement comprises a terrestrial radio broadcast daypart; and
determine a transfer of an existing placement for an existing radio broadcast ad campaign out of the suitable position to a newer position based at least in part on an existing RFP specification; and
a memory coupled to the processor and configured to provide the processor with instructions.
19. A computer program product for planning radio broadcast ads, the computer program product being embodied in a non-transitory computer readable storage medium and comprising computer instructions for:
receiving via a traffic server a new RFP specification for a new radio broadcast ad campaign to be played on a real-time media-delivery appliance, wherein:
the traffic server is coupled to the real-time media-delivery appliance;
the real-time media-delivery appliance comprises an audio codec;
the real-time media-delivery appliance is coupled directly to a terrestrial radio broadcast mixer;
the real-time media-delivery appliance comprises a capability to directly monitor output in-band of the terrestrial radio broadcast mixer; and
the real-time media-delivery appliance comprises a capability to directly play content after detecting and decoding an in-band trigger from the output of the terrestrial radio broadcast mixer;
determining a placement for a new radio broadcast ad to be played on the real-time media-delivery appliance, in a suitable position within an ad network inventory based at least in part on the new RFP specification, wherein the placement comprises a terrestrial radio broadcast daypart; and
determining a transfer of an existing placement for an existing radio broadcast ad campaign out of the suitable position to a newer position based at least in part on an existing RFP specification.