Computer-based optimized insertion of non-program media items in media programs

A computer system comprising:

• one or more processors;
• one or more non-transitory computer-readable data storage media coupled to the one or more processors and storing projection instructions which are programmed, when executed using the one or more processors, to cause generating impression estimate data that specifies an estimated total number of impressions of a plurality of non-program media items that are possible during future transmission of a plurality of media programs via a plurality of media channels;
• planning instructions stored on the data storage media which are programmed, when executed using the one or more processors, to cause based at least in part on the impression estimate data, generating campaign data specifying a target number of impressions of a particular non-program media item and specifying one or more particular media channels to receive the particular non-program media item;
• scheduling instructions stored on the data storage media which are programmed, when executed using the one or more processors, to cause:
• calculating, for each available timeslot of a plurality of available timeslots across the one or more particular media channels, a conversion probability that the particular non-program media item, if presented during said each available timeslot, would convert one or more current non-consumers of a particular media program to one or more consumers of the particular media program, and
• based at least in part on the campaign data, the conversion probability for each available timeslot, and based upon transmission schedule data that specifies future times of transmission of the plurality of media programs via the plurality of media channels, automatically determining digitally stored schedule data that specifies a set of times to transmit the particular non-program media item to achieve the target number of impressions;
• digitally transmitting the digitally stored schedule data to one or more of the media channels for use in controlling on-air transmission of the non-program media items that are specified in the schedule in association with the media programs that are specified in the schedule.