RU127217U1 - AUTOMATIC DEVICE FOR FLOATING PLACEMENT OF ADVERTISING MESSAGES IN THE NETWORK OF ADVERTISING PLACES - Google Patents

Abstract

An automatic device for floating placement of advertising messages in the grid of advertising spaces (Automatic), which includes a block for generating a grid of advertising materials, a block for setting prohibitions and restrictions on placement, a block for entering advertising messages and conditions for advertising companies, a control unit for the control panel of the Machine, an optimization algorithm launch block placements and calculations, an automatic placement unit and a control unit for the placement made, while the block for generating a grid of advertising materials is connected to the control unit For the placement made, with one of its outputs - directly, and with the other - through the sequentially connected start-up block of the algorithm for optimizing placement and calculation and the automatic block, the output of the control block for the placement through the settings block of the Automata console is connected to the second input of the start block of the algorithm for optimizing placement and calculation , the block of automatic placement of the second output is connected to the first input of the block forming the grid of advertising materials Networks and restrictions on the placement of one output connected to the second input of the block forming the grid of advertising materials, the other to the third input of the start block of the algorithm for optimizing placement and calculation, the input of advertising messages and conditions of advertising companies with one output connected to the second input of the settings block of the Remote Control, and others - to the third input of the control unit of the placement.

Description

The utility model relates to the field of advertising and computer technology, in particular, to automatic devices for the floating placement of advertising messages in the grid of advertising spots.

Terms and abbreviations used in the description:

1. Automatic placement of advertisements - a method of placing advertising messages on the advertising capabilities of advertising media (RN) in an automatic mode, taking into account the given conditions. The automatic placement mode is set by the algorithm of the device or system.

2. PC - Advertising Message (commercial). Multimedia information of an advertising nature in a format acceptable for demonstration / reproduction on appropriate advertising media (PH), directly in finished form or obtained as a result of conversion to the required format.

3. RN - Advertising medium (TV channel, radio station, Internet site, magazine, newspaper, etc.). Hereinafter, RN means both the advertising medium itself and its representative acting in the interests of RN, for example, a media seller.

4. RM (Advertising space) - LV capabilities allocated to host a PC of a certain type to demonstrate a certain amount of continuous content in time and space (by location on a medium or geography) of content. The volume of this content is the natural inventory of the RM expressed in the units of measurement characteristic of this type of PH (an example of the RM is an Advertising block - a set of PCs assembled in a single block framed by special channel advertising screens located inside programs or in a program between channels).

5. DL - the deadline, after which it is impossible to change the schedule for the publication of advertising messages in the advertising spots of this advertising medium for a specified period (for example, a day).

6. Grid RM - a set of advertising spots on certain launch vehicles in a certain period with certain quantitative and qualitative characteristics. (For example, a broadcasting grid or a broadcasting grid of a TV channel is the order or sequence of the output of various programs on a channel, grouped or calculated for a given period of time (day / week / month).)

7. Spot - a record in the system about the planned / actual demonstration of the PC in a specific RM (for example, the output of a clip in a specific block).

8. Customer - an advertiser or advertising agency that is the customer / owner of the advertising message that is required to be placed on the advertising capabilities of this advertising medium.

9. Rating (TVR) - the percentage of the target audience that saw a broadcast event (broadcast, ad unit, separate video in the ad unit) at a given time in relation to the entire target audience that had the opportunity to see it.

10. The basic target audience is the target audience for which the advertising medium is oriented as software, most represented in the consumption of the advertising medium and determined by the advertising medium itself as the base for setting prices.

11. Inventory - the amount of advertising space quantitatively expressed in units of inventory specific to a particular type of launch vehicle. For example, in seconds, minutes, squares, contacts, clicks, etc.

12. Target audience - a lot of people united by the principle of close relationship to the advertised product or part of the population (for example, women 18-44), to which it is necessary to convey advertising information. This is the audience that the advertiser wants to reach through an advertising campaign.

13. Advertising campaign (RK) - the implementation of a set of planned advertising events designed for a specific market, period of time, area of action and circle of persons, with the aim of promoting goods, services and other values of the customer or advertiser. Hereinafter, RK will also be understood as an Order - an application for the purchase of a certain advertising inventory within the framework of this RK, registered in the placement system.

14. Split - PC placement conditions (planned number of ratings / minutes / contacts, etc., period, percentage of ratings / minutes / contacts, etc. in prime time, positioning conditions, etc.).

15. Automatic device for floating placement of advertising messages in a grid of advertising spaces (Automatic) - an automated device (system) that allows floating automatic placement of PCs in a grid of RM, taking into account specified conditions and in order to optimize the inventory of LVs defined by this grid of RM.

16. The affinity of the RM of a given CA is an indicator of the correspondence of a given RM to a given CA, ie how close the RM audience is to a given target audience.

In order for the advertising messages to reach the end consumer — broadcast on TV channels, shown on plasma screens, cinema screens, and other advertising media — you must first create a schedule according to which the broadcast will be shown. For this, PC is placed in the RM grid.

The level of technology.

Currently, there are several implementations of methods for placing a PC in the PM grid, which perform or can perform some functions of the PC placement process.

Fixed manual placement.

Fixed manual placement is the manual placement of slots in the selected LVs selected by the customer of the RM (at specific time periods).

The following automated systems are known, the functionality of which allows placing a PC in the RM grid using a fixed manual placement method by placing each PC in each RM grid of the RM: “Automated system“ Advertising Agency ”presented on the website _ad.swf and“ ADS Planning Automation and advertising on television and radio ”presented on the site system.ru/Default.aspx?CenterCtrl=_Download.ascx&selection=9. Systems also have the function of replacing one PC with another PC.

The advantages and disadvantages of the fixed manual placement model are presented in table 1 below.

Table 1. For whom: Benefits disadvantages For all Simplicity Resource intensity (all spotting and replacing PCs are done manually) Transparency High probability of error (human factor) The need to coordinate each output both from the customer and from the pH Continuous monitoring of the PM grid and re-coordination in case of changes For customer Number of yield guarantees The lack of guarantees to achieve the desired audience of the Republic of Kazakhstan and the number of contacts with the audience

Warranties of a specific place and time of release Placement is possible only for the basic target audience of the pH For pH Responsibility lies with the customer. Rigidity in inventory management (in particular, the most demanded inventory is realized first of all, while the less demanded one may remain completely unrealized)

Automatic placement on one RK.

Automatic placement on one RC - this is the automatic placement of slots of one RC in arbitrary RM (and arbitrary time) according to the conditions specified by the customer. Examples of such conditions can be: the period of the Republic of Kazakhstan, the plan for ratings / minutes / contacts, etc., the share of placement in parts of the day, the target audience, restrictions on placement in certain programs or vice versa wishes for placement in specific groups of programs, etc.

There is a known system, the functionality of which allows automatic placement in one RC taking into account the optimization algorithm: The Advertising Optimization Engine S4AdOpt, presented on the site. The functionality of this system allows you to automatically place spots in arbitrary RMs in the RM grid based on specified conditions, such as filling out unsold inventory, a plan of ratings to be collected, and the placement period. This system has preliminary settings for the optimization algorithm of the Republic of Kazakhstan, allowing you to select priority areas for placement - to fulfill the plan according to ratings as much as possible, use the least demanded and the cheapest price equipment, i.e. optimize the placement at its cost. There is a pre-launch placement (simulation) mode that allows you to see how the placement may look. If the current version of the simulation is unsatisfactory, it is possible to change the settings of the optimization algorithm and make a new option for preliminary placement. After a series of such iterations, you can choose the most profitable option and make the final actual placement in the RM grid. The system also allows you to set a number of restrictions on accommodation, in particular, related to restrictions of the law.

Also known is the BreakTime for TV system, presented on the site. The functionality of this system also allows you to automatically place the spots of one RK using an optimization algorithm based on the initial settings and conditions: the rating interval for each spot (the spot should not have a rating of more than a given value of X and less than a given value of Y), cost restrictions ( maximum planned budget), the possibility of placing it on several launch vehicles at once with mandatory restrictions on plans for specific launch vehicles (at least Z% on a specific launch vehicle), as well as restrictions / wishes for specific transfers and.

The main disadvantages of this method are significant limitations in the optimization of the implemented pH inventory (pH groups). Firstly, the placement of the RK is carried out sequentially, thus there is no way to choose the best placement option for all RK at once. Secondly, the placement is carried out the minimum number of times (1 time for the Republic of Kazakhstan, if there are no changes in the grid of RMs requiring re-placement), i.e. there is no possibility, first of all, for launch vehicles to quickly respond to changes in their inventory and to redistribute the deployment of a group of missiles or all missiles by period (or across different launchers if placed on several launchers). More advantages and disadvantages are presented in table 2 below.

Table 2. For whom: Benefits disadvantages For all There is no need to reconcile each individual exit, the conditions for the RK are agreed upon 1 time Requires an automated placement system You can take into account any number of conditions on the part of the customer and the LV with the desired quality (for example, the uniformity of placement over the period) There is no way to place all of the RK (or a group of RK) Saving resources through automation Minimization of errors (lack of human factor) For customer Warranty Terms There are no guarantees for the time and place of spot exits; placement is carried out in arbitrary RM

The possibility of guarantees to achieve the desired audience and the number of contacts with the audience Continuous monitoring of the PM grid and relocation in case of changes Accommodation in different CAs For pH Flexibility in managing your own inventory: the ability to implement unclaimed inventory There is no way to optimize the implemented inventory The ability to optimize the placement of one RC due to the algorithm settings There is no way to respond flexibly to inventory changes

In order to eliminate or significantly reduce the disadvantages of the above known systems, it is necessary to carry out floating automatic advertising.

Floating automatic placement is the automatic placement of RK / all RK group slots in arbitrary RMs, taking into account fulfillment of pre-agreed placement conditions and guarantees of the number of minutes earned (in case of placement by minutes) or ratings (in case of placement by ratings).

The proposed automatic device for the floating placement of advertising messages in the grid of advertising spaces (Automatic) implements exactly floating automatic placement.

The technical result of the proposed utility model is the automation of the floating placement of advertising messages in the grid of advertising spaces with guarantees for the implementation of the conditions of advertising companies and the optimal implementation of the inventory of advertising media.

The key advantage of this utility model is the placement of all RCs at the same time, taking into account all conditions specified in the RC, as well as general prohibitions on placing on LV data, prohibitions on joint PC placement for the most optimal implementation of LV inventory with the most efficient placement of all RCs. More advantages of this model are presented in table 3 below.

Table 3. For whom: Benefits For all There is no need to renegotiate each individual output,

terms of the RK are agreed upon 1 time You can take into account any number of conditions and restrictions on the part of the customer and the LV with the desired quality (for example, uniformity in period, a ban on placement in a particular program) Save resources through automation Minimization of errors (lack of human factor) There is no need to constantly monitor changes in the grid and on customers' campaigns - re-allocation occurs automatically For customer Warranty Terms The possibility of guarantees to achieve the desired audience and the number of contacts with the audience Accommodation in different CAs For pH Flexibility in managing your own inventory: the ability to optimize your own inventory as much as possible The ability to respond flexibly to inventory changes Maximum optimization of the placement of all RCs due to algorithms Ability to prioritize RK with any number of priorities and RK within priorities

The above technical result is achieved by the fact that the automatic device for the floating placement of advertising messages in the grid of advertising spots (Automatic) includes a block for forming a grid of advertising materials, a block for setting prohibitions and restrictions on placement, a block for entering advertising messages and conditions of advertising companies, a block the settings of the Automata control panel, the launch block of the algorithm for optimizing the placement and calculation, the automatic placement block and the control block for the placement, while the block of forms The grid of advertising materials is connected to the control unit for the placement made with one of its outputs - directly, and with the other - through the sequentially connected start-up block of the algorithm for optimizing placement and calculation and the automatic placement unit, the output of the control unit for the placement made through the control unit of the Automata console is connected to the second input of the unit run the optimization algorithm for placement and calculation, the automatic placement unit with the second output is connected to the first input of the ph grid of advertising materials, the block for setting prohibitions and restrictions on placing one output is connected to the second input of the block for generating the grid of advertising materials, the other is connected to the third input of the block for launching the algorithm for optimizing placement and calculation, the input for advertising messages and conditions of advertising companies is connected to one output the second input of the control unit of the remote control of the Machine, and the other to the third input of the control unit of the placement.

The utility model is illustrated by drawings.

Figure 1 shows a General diagram of an automatic device for floating placement of advertising messages in the grid of advertising spaces.

Figure 2 shows the sequence of filling the grid using the Machine.

Figure 3 shows the placement of objects for the Machine.

Figure 4 shows a window with a formed PH network.

Figure 5 shows the window of entry into the configuration block of the remote control of the Machine - step 1.

Figure 6 shows the window of entry into the configuration block of the remote control of the Machine - step 2.

Figure 7 shows the window of entry into the settings block of the remote control of the Machine - step 3.

An automatic device for floating placement of advertising messages in a grid of advertising spots (Automatic), includes a block for generating a grid of advertising materials 1, a block for setting prohibitions and restrictions on placement 2, a block for inputting advertising messages and conditions for advertising companies 3, a setting block for the remote control of Automatic 4; the launch block of the optimization algorithm for placement and calculation 5, the automatic placement block 6 and the control block for the placement 7, while the block for generating a grid of advertising materials is connected to the block the control of the placement made with one of its outputs - directly, and with the other - through the sequentially connected start-up block of the algorithm for optimizing the placement and calculation and the automatic block, the output of the control block of the placement through the settings block of the remote control is connected to the second input of the start block of the algorithm for optimizing the placement and calculation , the block for automatic placement of the second output is connected to the first input of the block forming the grid of advertising materials, the task unit prohibitions and restrictions on the placement of one output connected to the second input of the block forming the grid of advertising materials, the other to the third input of the start block of the algorithm for optimizing the placement and calculation, the input of advertising messages and conditions of advertising companies with one output connected to the second input of the settings block of the Remote Control, and others - to the third input of the control unit of the placement.

Utility model work.

The automatic device for the floating placement of advertising messages in the grid of advertising spots (hereinafter referred to as the Automatic) is an automated system and is intended for the implementation of floating automatic placement of PCs in the grid of RM. The system can be used for all types of media in which there is a grid of RM with the possibility of setting up advertising slots within the framework of the planned RC.

The main goals that are achieved using the Machine can be defined as follows:

1. Optimal use of pH inventory.

2. Saving human resources (minimizing manual labor).

3. Monitoring inventory occupancy and order fulfillment.

4. Maximizing the profit of the LV due to the most optimal placement and use of inventory.

The functioning of the Machine, taking into account priorities, is as follows.

The set spots are not fixed rigidly in the RM grid until the onset of DL (DL). Floats of floating automatic allocation can be “crowded out” by fixed allocation spots (if the user has the necessary rights to set fixed spots for the user), which has a high priority. In addition, they can be deleted or moved in case of a restart of the system of automatic placement (relocation), with the exception of spots already in the DL.

Directly, the machine also works with several placement priorities, which are initially set in the RK by agreement with the customer. In the basic version, 2 priorities are used:

- Normal floating placement

- Low priority floating placement

However, a larger number of priorities can be set. First of all, the Machine places RK with the usual priority, then RK with lower placement priorities are sequentially placed. With additional floatation of the RK with the usual priority, these spots can “squeeze out” the spots of lower priority.

The sequence of filling the grid in terms of priorities is as follows (see figure 2):

1. First, a fixed manual placement is performed (automatic high-priority manual placement can also be performed).

2. Next, in the free RM grid, the usual floating automatic placement is performed (automatic manual placement of an equal with floating automatic priority allocation can also be performed).

3. Low-priority floating automatic placement is affixed to the remaining unfilled RMs. Objects of accommodation.

The objects of accommodation for the Machine are RK, each of which can include several PCs, which in turn have several splits (see figure 3). First of all, the machine strives to fulfill the planned conditions for the placement of all objects (RC) (the planned number of ratings / minutes / contacts), if possible, without significantly skewing the split plans (hereinafter referred to as split plans, we mean the planned number of ratings / minutes / contacts for a given period time). Secondly, split plans are optionally executed.

Conditions considered by the Machine.

Types of conditions (restrictions) that the Machine takes into account:

1. Individual conditions and restrictions of the Republic of Kazakhstan (for details, see the description of block 3 for entering advertising messages and conditions of advertising companies.)

2. Available for placing RM

3. General prohibitions and restrictions on the placement and compatibility of PCs for these LVs (see the description of the corresponding block 2)

4. Advertising Act

5. Own settings of the Machine (see description of unit 4 for setting the machine panel)

General functions of the Machine.

1. Support for quick start (compared with the long mode of calculation and optimization).

2. The possibility of complete re-placement on the PH-period, or only additional placement of spots. In the case of starting the system in the full re-placement mode of the PC, all PCs placed using the automatic placement system up to this point are removed from the RM grid, but only within the period open in the DL, and the placement is carried out again. In the case of launch in the additional placement mode, all PCs placed before launch remain on their PM, new spots are placed only in free places in the RM.

3. Deadline date management at launch.

4. Managing the priority of fulfilling some conditions of placement over others using assigned weights.

5. Setting, if possible, at least one spot in the first two days of the split. It is also advisable to place splits near the end of the placement period in the first place.

6. Compliance with the uniformity of placement in the split by day and by program (taking into account the specified bias - the increase / decrease in the number of spots from the beginning of the period to the end).

7. In the event that all placement conditions are met, the Machine will maximize the remaining space for the base target group.

8. Customizable parameters of the law on advertising (time interval, maximum number of spots with the same brand within this interval). Verification of advertising law occurs for all brands designated by PC.

9. The possibility of a reverse (inverted) start, when the goal is to take as much space as possible in the grid.

10. Additional affinity placement optimization.

11. Prohibitions on the mutual placement of PCs in one RM. When checking for a spot in RM with the same brand or the indicated mutual bans on brands / advertisers, the multi-brand PC is also taken into account.

12. Placement of double spots - PC with the same placement conditions (except for positioning), forming a group that needs to be placed entirely in each RM.

13. For deployment, the machine uses free (including reserve) volumes of RM, taking into account their “rubberiness" —the possibility of placing a PC with a permissible overflow due to free space in other RMs.

The machine consists of the following blocks (see figure 1):

1. block forming a grid of advertising materials 1,

2. block setting prohibitions and restrictions on placement 2,

3. block input advertising messages and conditions of advertising companies 3,

4. the control unit settings of the remote control 4,

5. block run the algorithm for optimizing the placement and calculation 5,

6. automatic placement unit 6,

7. control unit of the placement 7.

General prohibitions and restrictions on accommodation for these LVs (block 2).

Placing a PC in the RM Grid is a key procedure in the cycle of implementing the advertising opportunities of the LV and the implementation of the Republic of Kazakhstan. The quality of the placement process depends on the quality of the PC's contact with the audience, the audience’s satisfaction with the quality of the launch site, the reputation of the launch site, compliance with the law on advertising, the effectiveness of the implementation of the advertising capabilities of the launch site, and the effectiveness of the advertising campaign. In this regard, the placement process requires constant careful and rigorous monitoring. To do this, the described system has functionality that allows you to create a number of prohibitions on the placement and prohibitions on PC compatibility for these pH.

Prohibition (restriction) on placement - a control record that prohibits or restricts the placement of certain PCs in certain RMs, according to specified conditions.

The main attributes of prohibitions and restrictions on placement:

- name

- validity period (time, days of the week, even / odd days)

- start date and end date of the action (the end date may not be set, which means indefinitely)

- on / off

- class and category of goods, product brand, PC, sales direction (television, radio, movie theaters, plasma panels, etc.), PH ,, counterparty, Order, type of RM, type of placement, releases, programs and program groups, targeting, etc. .

- comments. When placing a spot, in case of violation, an appropriate warning will be issued

- the rigidity of the ban. Hard bans cannot be violated under any circumstances. The system does not allow the placement of slots. Non-rigid bans may be violated by a higher placement priority. Set in setting placement priorities.

- type of prohibition: prohibiting, allowing.

Prohibition (restriction) on compatibility - a control record that prohibits or restricts the placement of certain PCs in certain RMs when specified restrictions occur.

The main attributes of prohibitions and restrictions on compatibility (hereinafter referred to as compatibility we mean permission to set slots side by side - one after another, so by default a restriction can be placed on two PCs of the same brand next to each other):

1. the number of PCs in one PM (group PM) on one or group PH:

- one or group class / group product categories

- one or a group of specified counterparties

- one or a group of given brands

- one or group of placement types

- with a fixed position (first, second, last in the Republic of Moldova)

2. the number of PC in a given period on one or a group of pH

- one or group class / group product categories

- one or a group of specified counterparties

- one or a group of given brands

- one or group of placement types

- with a fixed position (first, second, last in the Republic of Moldova)

The number of PCs is set in the compatibility prohibition settings.

For each compatibility ban, the stiffness of the ban can be set. Hard bans cannot be violated under any circumstances. The system does not allow the placement of spots. Non-rigid bans may be violated by a higher placement priority. Set in setting placement priorities.

For each placement ban and compatibility ban, exception bans can be created. The ban on exclusion is also defined as the ban on placement and / or compatibility. Exclusion prohibitions take precedence and override the prohibitions on placement and compatibility.

Thus, the system allows you to flexibly manage the placement process by placing bans on placement and compatibility in accordance with the real business need of a particular Kazakhstan, counterparties, and participants in the placement.

Block 3 input advertising messages and conditions of advertising companies.

RK (RK order) consists of RK options (order options). PCs are pulled into the options for their placement in the RM grid. All PCs drawn into the Republic of Kazakhstan can be placed in the RM Grid, while not all of them are required to be placed.

The main attributes of the Republic of Kazakhstan (taken into account when operating the machine):

- Plan (ratings / minutes / contacts, etc.) for placement in the Republic of Kazakhstan and splits

- RK placement period

- Planned shares of placement for specified parts of the day (for example, the share of prime time)

- Priority for the implementation of the plan in parts of the day

- Priority of placement of this RK (ordinary floating or low priority)

- Positioning in the Republic of Moldova (first, second, last)

- The target audience

- Prohibitions and restrictions on placement (part of the day, group of programs, program genre, etc.)

- Double spots (mandatory sequence of commercials of the Republic of Kazakhstan strictly one after the other)

- Possibility of placing on a group of LVs with planned shares of placement on each of the LVs (condition means that PCs of this RK can be placed both on one and on the other (third, fourth, etc.) LV groups, and it is possible to change the planned distribution of distribution shares between PH)

- Requirements for the uniformity of placement of the Republic of Kazakhstan and its splits (by day, by period)

- Advertiser, brand, PC product class (defined for the PC and used to determine the general prohibitions and restrictions of the PC on the placement and compatibility, as well as to perform ZOR).

After all the necessary conditions for the placement of the RC are established and the PC is dragged in, the RC is put into a ready state for automatic placement. For this, the appropriate sign of readiness for placement is affixed in the Republic of Kazakhstan. After that, this order automatically falls into the Tuning Unit of the Remote Control. If there is a need to make any changes to the conditions of the Republic of Kazakhstan, then it is transferred back to a state of unpreparedness for automatic placement. In this case, the RC does not fall into the Tuning Unit of the Remote Control of the Machine and, accordingly, does not participate in the automatic placement until its status is in the ready state.

Block 1 forming a grid of advertising materials.

The PM grid consists of multiple pH. Within each pH, there are many RMs. Depending on the types of media, RMs are distributed by period. For example, for TV, Radio, Plasma, Cinema - RM are distributed by the days of the week (see Fig. 4).

Each RM has its own attributes (broadcast time, free inventory, used inventory, class and category, RM types, placement prohibitions, placement date, placement author, placement prices, etc.). In addition to the fact that the PC placement process itself is carried out precisely in the RM "Grids of the RM", the machine also takes into account a number of parameters of the RM grid when calculating the potential placement:

1. Open volumes of PH inventory (ratings / minutes / contacts, etc.)

2. The presence / absence of RM available for placement and parts of RM in different parts of the day

3. The spots placed in another way in this grid of the Republic of Moldova (fixed placement, floating manual placement)

4. DL

5. Affinity of RM CA (according to the placed RK)

6. Checks on compliance of PCs with potential PM for placement (for more details see description of the Block of automatic placement)

7. The actual placement already carried out according to the data of the Republic of Kazakhstan and their splits (actual ratings / minutes / contacts, etc.)

Unit 4 settings remote control Machine.

The settings of the automatic placement console are necessary for the best optimization of placement at the maximum fulfillment of the order conditions. They also allow you to prioritize the conditions for accounting by Automatic. The following settings exist (see FIGS. 5-7):

- PH selection, RM type selection

- The choice of the period of the planned placement (1 day, week, month ...)

- The period of taking (using for accounting) plans - plans that the machine can focus on when placing

- The accounting period of the dialed - the period in which you need to take into account the actual setting. It can be both past, that is, we take into account only what is in DL, and the fact + plan period. For example, current month + next

- Launch conditions

- Take into account other LVs in the group (placement takes into account or not taking into account adjacent LVs in the group), the choice of specific LVs to be taken into account when placing (can be set separately for different parts of the day)

- Repositioning mode (the grid is cleared and objects are completely redeployed in the open period) or redeployment (redeployment taking into account the existing placement)

- Calculate the remainder of the month - settlement and placement take place before the indicated date of the planned placement or settlement occurs throughout the month, and placement only until the date specified in the period selected for placement

- Only in the main volumes - calculation taking into account the reserves of the RM or without

- Test calculation mode without subsequent placement

- Placement of all priorities or only the main one (see p. Priorities in the operation of the Machine)

- DL date management - you can place starting from DL + N days, where N is specified in the settings

- Fulfillment of plans for the Republic of Kazakhstan and for splits, or fulfillment of only plans for the Republic of Kazakhstan (used in case of inventory deficit)

- The minimum% of completion of the plan of the month selected for placement (for example, if you set the condition “Perform at least 50%” - this means that if the entire plan of the Republic of Kazakhstan was implemented in the previous period, then despite this the machine must fulfill at least 50% of the plan of the month selected for placement. If% is not specified, then for the RK, having scored a plan in DL, the placement will not be made)

- Added volumes (Using this condition, you can adjust the volume of RM in a certain period and time period. You can use it to reduce volumes due to unclaimed RM)

- Adjustment of plans

- percentage of completion of the overall placement plan (both less and more; an increase in plans can be used, for example, in case of insufficient filling of the PM grid for the so-called bonus placement, if it is not necessary, completely close the PM grid by placement)

- percentage of completion of the general plan of accommodation in parts of the day

- Private conditions in the Republic of Kazakhstan in a state of readiness for automatic placement

- Disabling any RK from the list from the placement

- Private priority for any RK / group of RK - you can increase or decrease the priority; by default, placement occurs according to the given priorities in the RK module (see p. Priorities in the operation of the Machine)

- Correction of the plan of any RK (similar to the adjustment of plans for all objects) - is set by two parameters:% completion and rigidity of this condition (strictly specified% of the plan or an arbitrary volume, but not more / not less than the specified%)

- Setting weights for conditions - setting priorities for the Machine: how important it is to take into account each of the given conditions

- Distribution of plans in parts of the day

- Positioning - position in the block, relative to other rollers

- evenness by day - uniform distribution of outputs relative to each other in the ordered period

- Uniformity in programs - regulates the possibility of uniform distribution of outputs relative to each other in different lines of programs

- Affinity

- Uniform distribution (of all RCs) during the month (for example, you can adjust the bias in the first half of the month in cases where at the time of launch there are not enough objects to fill the grid)

- Performing ZOR - allows you to set the time period and the maximum possible number of identical PCs in it (for example, now for TV the number of advertising minutes per hour should not exceed 9)

- Uniform shortfalls (used in case of inventory deficit) - distributes shortfalls evenly across all the Republic of Kazakhstan

- Minimization of residual free volumes (for example, for placement by minutes it minimizes the number of residues in the RM after automatic placement for 5-10 seconds)

- Ability to choose a placement option primarily in the RM with a maximum rating / volume or vice versa with a minimum

- Type of calculation

- fast - approximate, fast, but not accurate

- standard - (default) faster, more accurate

- slow - long, most accurate (used when starting the machine at night).

Block 5 start the algorithm for optimizing the placement and calculation.

The algorithm solves a multicriteria problem. The algorithm is controlled by setting the weight of one or another condition. In the general case, the greater the weight of one condition relative to other conditions, the better this condition is fulfilled, which leads to the deterioration of all other conditions.

The algorithm performs a certain number of iterations, changing the order of passage through the rollers and blocks. In this case, all restrictions for each clip are satisfied and the placement of each clip is estimated by the weight penalty function (the weights are regulated in the remote control). The best decision is that in which the minimum amount of fines for all videos is minimal.

The need to place a particular RC in the current session and the mandatory implementation of the plan for the Republic of Kazakhstan in the context of a shortage of free volumes are governed by the prioritization of the Republic of Kazakhstan and the 2 under-thresholds and penalty factors assigned to each of the RKs at such percentages of under-provision from the plan. Priority is a tool for identifying RKs as more important for placement at a particular moment (proximity to the end of the placement period of RKs, etc.) and is divided into hard and soft: the RKs with the highest priority are placed first, and so on in descending order ; among groups with the same strict priority, the RK are placed according to their soft priorities, if possible.

For the Machine, a higher priority is the implementation of the plan of the Republic of Kazakhstan as a whole than the plans of its individual splits.

When starting the optimization algorithm, the placement prototype is first implemented - preliminary arrangement of the PC without actually placing spots on the air grid to calculate the placement. A preliminary placement report is generated: how many spots are placed, how much the plans for the Republic of Kazakhstan are fulfilled / not fulfilled, how free / occupied as a result of such preliminary placement the RMs appeared in the RM grid for a given period.

If the result of the preliminary placement is unsatisfactory, then there is a return to blocks 3, 4, 5, the settings are adjusted and the start is repeated until the result is positive.

As soon as the result of the preliminary placement is satisfactory, there is a transition to block 6 and the physical placement of spots in the RM grid is started.

Block 6 automatic placement.

In the case of a successful calculation and preliminary placement, the actual placement of spots in the grid of the RM is carried out. During the placement, checks are carried out on the compliance of the PC with the potential PM for placement.

When placing spots in the Grid of RM, the Automatic Machine checks for compliance of the placed PCs with potential RM and, in case of violations, does not perform the setting of a spot in RM. The machine does not host PCs that have not passed a preliminary check for compliance with the Advertising Law or that do not meet the technical specifications necessary for a given PH (RM) (the presence of a sign of a passed check for this PC is checked). The machine also does not place in RM, which are temporarily unavailable, are preparing for installation and in those for which inventory is not assigned. Also, the Machine does not place spots in the Republic of Moldova, for which a mark-up is assigned if such a mark-up is not set up for the PC.

At the end of the placement, the Machine generates a report on the results of its work and provides, in particular, the following information:

- The total amount of PC (in ratings / minutes / contacts, etc.), which cannot be placed with the specified conditions for one reason or another

- Free inventory in the RM grid, which is available for automatic placement

- Total inventory filled in the RM grid (in ratings / minutes / contacts, etc.)

- Total free inventory in the RM grid (in ratings / minutes / contacts, etc.)

- The number of spots placed

- Details of the implementation of plans for the Republic of Kazakhstan

Block 7 control of the placement.

To monitor the floating automatic placement, 2 reports are used, the monitoring of which is carried out with the same regularity as the start of the Machine (if the machine starts every day, then the reports are checked every day).

The report “Fulfillment of the placement conditions” contains all the necessary information for each RC with details of the placement conditions. The main parameters of the report are a comparison of planned and actual placement with a breakdown according to specified conditions (parts of the day, launch vehicle (if placed on a launch vehicle group), uniformity).

The report “Violation of prohibitions on placement” provides information on cases of violation of prohibitions described in the General Prohibitions and Restrictions on Placements block for these LVs taking into account the individual characteristics of the Republic of Kazakhstan (brand, product class, etc.). Despite the fact that the Machine itself cannot violate the specified prohibitions and restrictions, situations are possible when such violations occur. For example, in case of changes in the PM grid after placement (change in PM time, volume, PM removal, etc.).

In case of violations on the basis of one of the reports, the Machine is restarted with the settings changed to eliminate violations.

Implemented new principles for organizing floating automatic placement using the Machine:

1. The creation of the Republic of Kazakhstan with the appropriate type of placement.

2. Filling in the placement conditions common to the Republic of Kazakhstan, with the possibility of individualization for each PC and split.

3. Filling out the list of mutual restrictions on PC placement in one RM.

4. Setting permissible shortfalls and priorities of the Republic of Kazakhstan in the Remote Control of the Machine for each pH period (for example, for TV - channel-month).

5. Setting the parameters for starting the algorithm (weight of conditions, setting the law on advertising, type of calculation ...).

6. The regular launch of the automatic re-placement procedure in order to optimize placement (for example, every night or every day).

7. Monitoring the implementation of placement conditions in the reporting unit.

8. In case of small violations of conditions, the launch of the automatic additional placement procedure (instead of re-placement).

Thus, the technical result is achieved from the use of the proposed utility model, which is the automation of the floating placement of advertising messages in the network of advertising spaces with guarantees for the implementation of the conditions of advertising companies and the optimal implementation of the inventory of advertising media.

Claims (1)

An automatic device for floating placement of advertising messages in the grid of advertising spaces (Automatic), which includes a block for generating a grid of advertising materials, a block for setting prohibitions and restrictions on placement, a block for entering advertising messages and conditions for advertising companies, a control unit for the control panel of the Machine, an optimization algorithm launch block placements and calculations, an automatic placement unit and a control unit for the placement made, while the block for generating a grid of advertising materials is connected to the control unit For the placement made, with one of its outputs - directly, and with the other - through the sequentially connected start-up block of the algorithm for optimizing placement and calculation and the automatic block, the output of the control block for the placement through the settings block of the Automata console is connected to the second input of the start block of the algorithm for optimizing placement and calculation , the block of automatic placement of the second output is connected to the first input of the block forming the grid of advertising materials Networks and restrictions on the placement of one output connected to the second input of the block forming the grid of advertising materials, the other to the third input of the start block of the algorithm for optimizing placement and calculation, the input of advertising messages and conditions of advertising companies with one output connected to the second input of the settings block of the Remote Control, and others - to the third input of the control unit of the placement.

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