# US 2017/0286995 A1 · Computing A Score For Opportunities In A Placement System

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- Number: US 2017/0286995 A1
- Document ID: US20170286995A1
- Status: Published application
- Kind: A1
- Application number: 15/622,980
- Filed: 2017-06-14
- Published: 2017-10-05
- Earliest claimed: 2012-12-28
- Assignees: Branded Entertainment Network, Inc.
- Applicants: Branded Entertainment Network, Inc.
- Inventors: Gary Shenk; Greg David Isaacs; Barrett Carlton Morse; Alexander Charles McFadyen; Zachary Alden Baker; Nick Joseph Johnson; Matt James McElroy
- Web page: https://patentgrep.com/patent/US20170286995A1

## CPC

- G06Q 30/0246: {Traffic}
- G06F 16/22: Indexing; Data structures therefor; Storage structures
- G06F 16/951: Indexing; Web crawling techniques
- G06Q 30/0249: {based upon budgets or funds}
- G06Q 30/0269: {based on user profile or attribute}
- G06Q 10/42: Determination of affinities or common interests between users
- G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06F: ELECTRIC DIGITAL DATA PROCESSING (computer systems based on specific computational models G06N)

## Abstract

Various embodiments are directed towards a product placement system that enable a media buyer to define a persona, which is a visual representation of a fictitious individual that represents a target audience for a placement campaign, and a placement is a visible display of a product that is placed in a media vehicle. The invention stores the persona, which represents a target audience, ingests data that about placement opportunities, identifying one or more opportunities whose characteristics overlap the characteristics of the target audience, calculates an audience score, identifies one or more opportunities with which the target audience engages using social media, and calculates an engagement score that measures the relative level of engagement with the identified opportunities by the target audience.

## Claims

### Claim 1

A computer-implemented method for generating scores for a brand campaign that measure the fit between a target audience and a set of available placement opportunities, comprising:
enabling a user, using a client computer, to define a first persona wherein a persona is a visual representation of a fictitious individual that represents a target audience for a placement campaign, wherein a placement is a visible display of a product that is placed in a media vehicle;
storing by a placement server, the persona;
ingesting data that characterizes opportunities for placements in media vehicles;
identifying one or more opportunities whose characteristics overlap the characteristics of the target audience;
calculating an audience score that measures the relative overlap of the identified opportunities with the target audience;
identifying one or more opportunities with which the target audience engages using social media;
calculating an engagement score that measures the relative level of engagement with the identified opportunities by the target audience;
for each opportunity, calculating a Fit score, wherein a Fit score is a function of both the audience score and the engagement score for the opportunity.

### Claim 2 (depends on 1)

The method of claim 1 further comprising:
enabling the user to define a second persona; and
wherein the target audience is a union of the target audiences represented by the first and second persona.

### Claim 3 (depends on 2)

The method of claim 2 further comprising:
enabling the user to specify weights for each of the first and second persona; and
wherein the target audience represents the weighted union of the first and second personas.

### Claim 4 (depends on 1)

The method of claim 1 wherein the media vehicles in which placements may be made as part of the placement campaign include at least one of the group consisting of television program, film, social media network, web advertisement, video, and song.

### Claim 5 (depends on 1)

The method of claim 1 further comprising:
performing a search of all opportunities by the placement server;
returning the results of the search together with the Fit scores for those opportunities included in the search results to the client computer for display to the user.

### Claim 6 (depends on 1)

The method of claim 1 wherein a persona specifies demographic and psychrographic characteristics of a target audience.

### Claim 7 (depends on 6)

The method of claim 6 wherein at least one demographic characteristic is selected from the group consisting of age, gender, and ethnicity; and at least one psychrographic characteristic is selected from the group consisting of personality traits, values, attitude and interests.

### Claim 8 (depends on 1)

The method of claim 1 wherein the Fit score for an opportunity is calculated as
Fit(t,o)=AS(t,o)*g(ES(t,o))
where AS(t, o) is the audience score for target audience t and opportunity o, ES(t, o) is the audience score for target audience t and opportunity o, and g(ES(t, o) is a function of the engagement score ES(t, o).

### Claim 9 (depends on 1)

The method of claim 1 wherein the Fit score for an opportunity is calculated as
Fit(t,o)=AS(t,o)g(ES(t,o))
where AS(t, o) is the audience score for target audience t and opportunity o, ES(t, o) is the audience score for target audience t and opportunity o, and g(ES(t, o) is a function of the engagement score ES(t, o).

### Claim 10 (depends on 1)

The method of claim 1 wherein enabling a user to define a first persona comprises:
receiving a selection of predefined personas from the placement server; and
selecting one of the predefined personas.

### Claim 11 (depends on 1)

The method of claim 1 wherein enabling a user to define a first persona comprises:
receiving a selection of predefined personas from the placement server;
selecting one of the predefined personas to clone; and
modifying at least one of the attributes of the cloned persona.

### Claim 12

A server computer, comprising:
a processor;
a communication interface in communication with the processor;
a data storage for storing a database of placement opportunities wherein a placement is a visible display of a product that is placed in a media vehicle;
a memory in communication with the processor for storing instructions, which when executed by the processor, cause the server:
to receive from a user using a client computer, a specification of a first persona, wherein a persona is a visual representation of a fictitious individual that represents a target audience for a placement campaign;
storing the specification of the first persona;
to ingest data that characterizes opportunities for placements in media vehicles;
to identify one or more opportunities whose characteristics overlap the characteristics of the target audience;
to calculate an audience score that measures the relative overlap of the identified opportunities with the target audience;
to identify one or more opportunities with which the target audience engages using social media;
to calculate an engagement score that measures the relative level of engagement with the identified opportunities by the target audience;
for each opportunity, to calculate a Fit score, wherein a Fit score is a function of both the audience score and the engagement score for the opportunity.

### Claim 13 (depends on 12)

The server computer of claim 12 wherein the instructions, when executed by the processor, further cause the server:
to receive a specification of a second persona; and
wherein the target audience is a union of the target audiences represented by the first and second persona.

### Claim 14 (depends on 13)

The server computer of claim 13 wherein the instructions, when executed by the processor, further cause the server:
to receive weights specified by the user that correspond to the first and second persona; and
wherein the target audience represents the weighted union of the first and second personas.

### Claim 15 (depends on 12)

The server computer claim 12 wherein the media vehicles in which placements may be made as part of the placement campaign include at least one of the group consisting of television program, film, social media network, web advertisement, video, and song.

### Claim 16 (depends on 12)

The server computer of claim 12 wherein the instructions, when executed by the processor, further cause the server:
to perform a search of all opportunities by the placement server;
to return the results of the search together with the Fit scores for those opportunities included in the search results to the client computer for display to the user.

### Claim 17 (depends on 12)

The server computer of claim 12 wherein a persona specifies demographic and psychrographic characteristics of a target audience.

### Claim 18 (depends on 17)

The server computer of claim 17 wherein at least one demographic characteristic is selected from the group consisting of age, gender, and ethnicity; and at least one psychrographic characteristic is selected from the group consisting of personality traits, values, attitude and interests.

### Claim 19 (depends on 12)

The server computer of claim 12 wherein the Fit score for an opportunity is calculated as
Fit(t,o)=AS(t,o)*g(ES(t,o))
where AS(t, o) is the audience score for target audience t and opportunity o, ES(t, o) is the audience score for target audience t and opportunity o, and g(ES(t, o) is a function of the engagement score ES(t, o).

### Claim 20 (depends on 12)

The server computer of claim 12 wherein the Fit score for an opportunity is calculated as
Fit(t,o)=AS(t,o)g(ES(t,o))
where AS(t, o) is the audience score for target audience t and opportunity o, ES(t, o) is the audience score for target audience t and opportunity o, and g(ES(t, o) is a function of the engagement score ES(t, o).

### Claim 21 (depends on 12)

The server computer of claim 12 wherein the instructions, when executed by the processor, further cause the server:
to provide a selection of predefined personas to the client computer; and
receiving a selection one of the predefined personas.

### Claim 22 (depends on 12)

The server computer of claim 12 wherein the instructions, when executed by the processor, further cause the server:
to provide a selection of predefined personas to the client computer;
to provide a selection of attributes that can be associated with a persona; and
receiving a new persona along with a set of attributes to associate with the new persona.