Out-of-home campaign intelligence
Embodiments of the invention overcome the shortcomings of prior art by transforming the understanding of how different creative placements and location helps drive sales and other KPIs to a computerized methodology that may allow advertising planners and buyers to generate plans that meet these expectations on effectiveness of their advertising campaign. Aspects of the invention fusing the “probability of exposure” estimates with segment level data to provide layers of intelligence in determining the probability estimates for sales conversion or other KPIs. Moreover, aspects of the invention may predict based on various models the reach and frequency relationship tradeoff for different impression levels.
1. A computerized system for providing a recommendation for an out-of-home campaign placement, said system comprising:
a data store for storing data relating to one or more of the following: a probability of exposure estimates of a physical display space, a value representing a total audience population of the campaign, a value representing placement availabilities for the physical display space; and a pricing per placement of the physical display space;
a processor, being connected via a network to the data store, configured to execute computer-readable instructions for:
receiving a request from a user interactively and dynamically via a graphical user interface (GUI) on a user display screen, said GUI having a menu bar area and a map section, said menu bar area further including a search bar for receiving the request, wherein the request received from the user comprises references to physical addresses of the physical display space identifiable on the map section;
wherein the GUI further comprises an indicator, wherein the indicator comprises a number portion and an indicia portion, wherein the number portion comprises a numeric value of a total number of physical display spaces in an area and the indicia portion comprises a circle within the map section, wherein the indicia portion is proportional to the numerical value of the number portion, and wherein a size of the indicia portion is dynamically altered based on a user increase or decrease in a size of the GUI on the user display screen;
in response to receiving each piece of user desirable information for the out-of-home campaign placement received as part of the request from the user, updating the menu bar area and the map section of the GUI dynamically;
converting the each piece of user desirable information as part of the request as parameters of a model:
I p =Impressions per placement (targeted),
S p =Spend per placement,
B g =Total Budget,
CPM p =Cost for 1000 impressions per placement,
maximize
(
∑
p
=
1
p
=
n
I
p
)
,
where
I
p
=
S
p
CPM
p
*
1000
,
subject
to
:
∑
p
=
1
p
=
n
S
p
=
B
g
;
and
generating a recommendation based on the model; and
in response to the generated recommendation, providing one or more result indicators on the map section of the GUI.
2. The computerized system of claim 1 , wherein the each piece of user desirable information as part of the request from the user comprises:
a target audience to optimize impressions;
a budget to constrain optimization;
a location (City/Town, Conurbation, DMA/TV Areas);
a media formats (Size or format of the placement); and
a media owners.
3. The computerized system of claim 1 , wherein the GUI further comprises a pull tab configured to slide an additional panel over at least a part of the map section of the GUI.
4. The computerized system of claim 3 , further comprising a quick action section comprising a control for one or more shortcuts or frequently used actions.
5. The computerized system of claim 4 , wherein the shortcuts or frequently used actions comprise one or more of a search button, a reminder button, and a user account button.
6. The computerized system of claim 5 , further comprising a pinpoint indicator configured to identify a result from the request from the user on the map area.
7. The computerized system of claim 6 , wherein the pinpoint indicator further comprises a floating element appearing on the map section of the GUI.
8. The computerized system of claim 7 , further comprising an interactive sliding GUI element configured to identify or filter related physical display spaces in a certain proximity to the pinpoint indicator.
9. A computerized system for providing a recommendation for an out-of-home campaign placement, said system comprising:
a data store for storing data relating to one or more of the following: a probability of exposure estimates of a physical display space, a value representing a total audience population of the campaign, a value representing placement availabilities for the physical display space; and a pricing per placement of the physical display space, wherein the out-of-home campaign placement comprises:
a processor, being connected via a network to the data store, configured to execute computer-executable instructions for:
receiving a request from a user via a graphical user interface (GUI) on a user display screen, said GUI having a menu bar area and a map section, said menu bar area further including a search bar for receiving the request;
wherein the GUI further comprises an indicator, wherein the indicator comprises a number portion and an indicia portion, wherein the number portion comprises a numeric value of a total number of physical display spaces in an area and the indicia portion comprises a circle within the map section, wherein a size of the indicia portion is based on a static scale chosen from a plurality of physical display space sizes based on a user screen size;
in response to receiving each piece of user desirable information for the out-of-home campaign placement received as part of the request from the user, updating the menu bar area and the map section of the GUI dynamically;
converting the each piece of user desirable information as part of the request as parameters of a model:
R=Total Reach,
α p , β p =Reach model parameters (NBD model),
I p =Impressions per placement (targeted),
S p =Spend per placement,
B g =Total Budget,
CPM p =Cost for 1000 impressions per placement,
maximize(R),
where:
R
=
F
(
I
p
,
α
p
,
β
p
)
,
I
p
=
S
p
CPM
p
*
1000
,
subject to:
∑
p
=
1
p
=
n
S
p
=
B
g
;
generating a recommendation based on the model; and
in response to the generated recommendation, providing one or more result indicators on the map section of the GUI to the user.
10. The computerized system of claim 9 , wherein the each piece of user desirable information as part of the request comprises:
a target audience to optimize reach;
a budget to constrain optimization;
a location (City/Town, Conurbation, DMA/TV Areas);
a media formats (Size or format of the placement); and
a media owners.
11. The computerized system of claim 9 , wherein the GUI further comprises a pull tab configured to slide an additional panel over at least a part of the map section of the GUI.
12. The computerized system of claim 11 , further comprising a quick action section comprising a control for one or more shortcuts or frequently used actions.
13. The computerized system of claim 12 , wherein the shortcuts or frequently used actions comprise one or more of a search button, a reminder button, and a user account button.
14. The computerized system of claim 13 , further comprising a pinpoint indicator configured to identify a result from the request from the user on the map area.
15. The computerized system of claim 14 , wherein the pinpoint indicator further comprises a floating element appearing on the map section of the GUI.
16. The computerized system of claim 15 , further comprising an interactive sliding GUI element configured to identify or filter related physical display spaces in a certain proximity to the pinpoint indicator.
17. A computerized system for providing a recommendation for an out-of-home campaign placement, said system comprising:
a data store for storing data relating to one or more of the following: audience modelling for relationship of Billboard frequency to probability of impact, including drivers for Geography and location, Age, Income, Ethnicity, Occupation, Religion; a probability of exposure estimates of a physical display space, a value representing a total audience population of the campaign, a value representing placement availabilities for the physical display space; and a pricing per placement of the physical display space;
a processor, being connected via a network to the data store, configured to execute computer-executable instructions for
receiving a request from a user via a graphical user interface (GUI), said GUI having a menu bar area and a map section, said menu bar area further including a search bar for receiving the request;
wherein the GUI further comprises an indicator comprising a number portion and an indicia portion, wherein the number portion comprises a numeric value of a total number of physical display spaces in an area and the indicia portion comprises a circle within the map section, wherein the indicia portion is proportional to the numerical value of the number portion, and wherein a size of the indicia portion is configurable in response to a user increase or user decrease in a size of the GUI on the user display screen;
in response to receiving each piece of user desirable information for the out-of-home campaign placement received as part of the request from the user, updating the menu bar area and the map section of the GUI dynamically;
converting the each piece of user desirable information as part of the request as parameters of a model:
Imp=Total Impact,
R=Total Reach,
γ=Impact model parameter,
α p , β p =Reach model parameters (NBD model),
I p =Impressions per placement (targeted),
S p =Spend per placement,
B g =Total Budget,
CPM p =Cost for 1000 impressions per placement,
maximize(R),
where:
I=F(R, γ),
R
=
F
(
I
p
,
α
p
,
β
p
)
,
I
p
=
S
p
CPM
p
*
1000
,
subject to:
∑
p
=
1
p
=
n
S
p
=
B
g
;
generating a recommendation based on the model; and
in response to the generated recommendation, providing one or more result indicators on the map section of the GUI to the user.
18. The computerized system of claim 17 , wherein the each piece of user desirable information as part of the request comprises:
a target audience to optimize KPI;
a budget to constrain optimization;
a location (City/town, Conurbation, DMA/TV Areas);
a media formats (Size or format of the placement); and
a media owners.
19. The computerized system of claim 17 , wherein the GUI further comprises a pull tab configured to slide an additional panel over at least a part of the map section of the GUI.
20. The computerized system of claim 19 , further comprising a quick action section comprising a control for one or more shortcuts or frequently used actions.