Audience data in audio advertising
Audience data received from a plurality of audience data sources is stored. An advertising goal defined at least in part by reference to one or more audience attributes is received. Audience data from two or more of said audience data sources is used to determine an advertising plan to meet the advertising goal.
1. A system, comprising:
a data storage device configured to store audience data received from a plurality of audience data sources, wherein one of the plurality of audience data sources is a traditional audience data source and another of the plurality of audience data sources is a third-party audience data source;
a network interface coupled to a sidecar appliance within a linear radio broadcast station, wherein the sidecar appliance is configured to submit audio spots directly for listening at the linear radio broadcast station;
a processor coupled to the data storage device and the network interface, and configured to:
receive an advertising goal defined at least in part by reference to one or more audience attributes;
abstract the third-party audience data source to daypart time periods and geographic regions associated with the traditional audience data source based on Average Quarter-Hour persons (AQHs) of dayparts, comprising to:
weigh an AQH of a first daypart by a number of hours of the first daypart divided by a number of hours in a corresponding user daypart to obtain a first weighted AQH;
weigh an AQH of a second daypart by a number of hours of the second daypart divided by a number of hours in the corresponding user daypart to obtain a second weighted AQH; and
sum the first weighted AQH and the second weighted AQH to obtain the AQHs of the dayparts; and
use audience data from two or more of said audience data sources to determine an advertising plan to meet the advertising goal, wherein the advertising plan comprises one or more audio spots for the sidecar appliance.
2. The system recited in claim 1 , wherein:
the two or more of said audience data sources comprises a first audience data source and a second audience data source; and
the first audience data source comprises a first attribute data associated with a first audience attribute while the second audience data source does not include the first attribute data.
3. The system recited in claim 2 , wherein the first attribute data comprises a goal, wherein the goal specifies a value or a range for the first audience attribute.
4. The system recited in claim 2 , wherein the second audience data source comprises a second attribute data associated with the second audience attribute.
5. The system recited in claim 4 , wherein the first attribute data comprises a goal, wherein the goal specifies a value for both the first audience attribute and the second audience attribute.
6. The system recited in claim 5 , wherein the first audience attribute is a broad demographic and the second audience attribute is an affinity.
7. The system recited in claim 5 , wherein the first audience attribute is a broad demographic and the second audience attribute is a set of cohorts.
8. The system recited in claim 7 , wherein a political cohort within the set of cohorts includes a target for a first cohort while avoiding a second cohort.
9. The system recited in claim 2 , wherein the first audience data source is a broad demographic source and the second audience data source is a third-party source.
10. The system recited in claim 9 , wherein the processor is further configured to abstract the second audience data source to measure a similar geographical region as the first audience data source.
11. The system recited in claim 10 , wherein the similar geographical region is an MSA (Metropolitan Statistical Area) or DMA (Designated Market Area).
12. The system recited in claim 9 , wherein the processor is further configured to abstract the second audience data source to measure a similar time period as the first audience data source.
13. The system recited in claim 9 , wherein using audience data comprises using a multi-demo-match algorithm for targets with a high match in two measures.
14. The system as recited in claim 13 , wherein the multi-demo-match algorithm comprises a product of the first attribute data with the second attribute data.
15. The system recited in claim 9 , wherein using audience data comprises using a discriminative-demo-match algorithm for target at least one cohort while avoiding at least another cohort.
16. The system recited in claim 15 , wherein the discriminative-demo-match algorithm comprises a quotient involving a cohort match.
17. A method, comprising:
storing audience data received from a plurality of audience data sources, wherein one of the plurality of audience data sources is a traditional audience data source and another of the plurality of audience data sources is a third-party audience data source;
receiving an advertising goal defined at least in part by reference to one or more audience attributes;
abstracting the third-party audience data source to daypart time periods and geographic regions associated with the traditional audience data source based on Average Quarter-Hour persons (AQHs) of dayparts, comprising:
weighing an AQH of a first daypart by a number of hours of the first daypart divided by a number of hours in a corresponding user daypart to obtain a first weighted AQH;
weighing an AQH of a second daypart by a number of hours of the second daypart divided by a number of hours in the corresponding user daypart to obtain a second weighted AQH; and
summing the first weighted AQH and the second weighted AQH to obtain the AQHs of the dayparts; and
using audience data from two or more of said audience data sources to determine an advertising plan to meet the advertising goal, wherein the advertising plan comprises one or more audio spots for a sidecar appliance, and wherein the sidecar appliance is within a linear radio broadcast station and configured to submit audio spots directly for listening at the linear radio broadcast station.
18. The method recited in claim 17 , wherein the two or more of said audience data sources comprises a first audience data source and a second audience data source; and
the first audience data source comprises a first attribute data associated with a first audience attribute while the second audience data source does not include the first attribute data.
19. A computer program product, the computer program product being embodied in a non-transitory computer readable storage medium and comprising computer instructions for:
storing audience data received from a plurality of audience data sources, wherein one of the plurality of audience data sources is a traditional audience data source and another of the plurality of audience data sources is a third-party audience data source;
receiving an advertising goal defined at least in part by reference to one or more audience attributes;
abstracting the third-party audience data source to daypart time periods and geographic regions associated with the traditional audience data source based on Average Quarter-Hour persons (AQHs) of dayparts, comprising:
weighing an AQH of a first daypart by a number of hours of the first daypart divided by a number of hours in a corresponding user daypart to obtain a first weighted AQH;
weighing an AQH of a second daypart by a number of hours of the second daypart divided by a number of hours in the corresponding user daypart to obtain a second weighted AQH; and
summing the first weighted AQH and the second weighted AQH to obtain the AQHs of the dayparts; and
using audience data from two or more of said audience data sources to determine an advertising plan to meet the advertising goal, wherein the advertising plan comprises one or more audio spots for a sidecar appliance, and wherein the sidecar appliance is within a linear radio broadcast station and configured to submit audio spots directly for listening at the linear radio broadcast station.
20. The computer program product recited in claim 19 , wherein the two or more of said audience data sources comprises a first audience data source and a second audience data source; and
the first audience data source comprises a first attribute data associated with a first audience attribute while the second audience data source does not include the first attribute data.