KR100754854B1 - Advertisement method and system using full-duplex communication advertisement - Google Patents

Abstract

The present invention relates to an internet advertisement method and system for exposing an interactive communication advertisement of an advertiser having an advertising right for a keyword to a user PC when a user inputs a keyword in a search medium through the Internet and requests a search. In the advertisement method of the present invention, receiving the advertiser basic information, advertisement information, impression keywords, information on the function of the advertisement from the advertiser to create an interactive communication advertisement to build an advertisement database and access to the Internet search media When there is a search request from a user terminal, the Internet search medium transmits a keyword inputted from the user terminal, and the advertisement system receiving the received keyword searches for a bidirectional communication advertisement specified in the user keyword from the database and sends it to the user terminal. It characterized in that it comprises a first advertising step for performing the event defined by the two-way communication advertisements, the advertising system of the present invention, the advertiser basic information, impression keywords, two-way communication advertisements are specified according to the advertiser Database; And an ad server that searches for the advertisement database and sends the interactive communication advertisement to the Internet search medium when there is a search request from the Internet search medium.

As described above, the advertisement method according to the present invention overcomes the limitations of the conventional advertisement method associated with the Internet search, thereby maximizing the effect of delivering the advertisement information of the advertiser by providing an advertisement that gives the user an interest and liveliness, and the interactive communication advertisement. It supports the exchange of opinions (information exchange) between users and advertisers, and has the advantage of maximizing the effective delivery of advertisement information and advertisement.

In addition, the advertisement method according to the present invention is applicable to the experience of all products that can maximize the advertising effect through the user experience, and provides a faster and more accurate information to the user through communication between the user and the advertiser It is an effective way. In addition, it is possible to maximize the effect by connecting the two-way communication advertisements that can be experienced by the user in the general advertising method as well as advertising through Internet search.

Description

Advertisement method and system using full-duplex communication advertisement

1 is a configuration diagram of an entire network in which an advertisement method according to the present invention is performed.

2 is a block diagram of an advertisement system according to the present invention.

3A-3C illustrate an example of an interactive communication advertisement of the present invention.

4 is a flowchart illustrating the entire flow of an advertisement method according to the present invention.

5 is a flowchart illustrating a detailed flow of the advertisement database construction step of the advertisement method according to the present invention.

6 is a flowchart illustrating a detailed flow of an advertisement step of the advertisement method according to the present invention.

7 is a flowchart illustrating a detailed flow of an advertisement execution history database construction step of the advertisement method according to the present invention.

8 is a flowchart illustrating a detailed flow of an advertiser's report request step of the advertisement method according to the present invention.

FIG. 9 is a flowchart illustrating a detailed flow of the advertisement determining step illustrated in FIG. 6.

10 and 11 are tables showing an example of the advertisement determination method of the advertisement method according to the present invention.

<Description of Major Reference Marks>

100: network 200: user terminal

300: Internet search medium 400: advertiser terminal

500: interactive communication advertising system

510: ad server 520: log server

530: ad management server 540: advertisement database

550: Ad Flight History Database

The present invention relates to a method and system for advertisement when searching the Internet, and is a method for maximizing the advertisement effect of Patent No. 0374532, "Advertising Method for Internet Search," filed by the applicant of the present invention, in particular, a user searches using a search engine. The present invention relates to an internet advertising method and system for displaying an interactive communication advertisement of an advertiser having an advertising right for a keyword when a search is requested by inputting a keyword in a medium. It is an internet advertising method that can double the accuracy and utility of targeted advertisements such as keyword ads showing growth.

The mainstream of the advertising method in the conventional Internet search is firstly, "banner advertisement" which delivers advertisement information by placing an advertisement in the form of an image at a specific position on a search result web page, and second, a text form at a specific position on a search result web page. "Text-type ads" that are exposed in the form of advertisements (titles-promotional phrases), and third, in order to increase the attention to the advertisements in the exposure of the advertisements in a specific position on the search results webpage, At the same time, there is an applicant's patent, "Advertising Method in Internet Search," which is exposed.

When all three advertising methods are clicked on advertisements, they take the method of moving to the advertisement information site of the corresponding advertiser. Due to the limited space of the Internet search medium providing such a service, the above three types of advertising services are mixed, and each of them is named a specific advertisement service according to its location.

However, in the case of the conventional Internet search advertising method, although the service name is different depending on the location, the Internet user's choice is made because the user selects a manual method of moving to the advertisement information page by clicking the exposed advertisement on the search result screen. If (click on the advertisement) does not occur, it is difficult to expect the effect of advertisement execution.

In addition, since a single advertisement service has a format in which a plurality of advertisement information is exposed, there is a problem in that the selection of the advertisement information depends on the selection of the Internet user.

First, in the case of the advertising fee charged in the execution of the conventional Internet search advertising method, the Internet user is guaranteed to run the advertisement for a predetermined period of time based on the number of search requests of the keyword searched through the search medium the previous month (or the last time). A flat rate (CPM: Cost Per iMpressions) that differentially charges advertising costs by keyword / impression location based on the criteria of each medium in the medium. Second, one-time click of advertisement information by Internet users regardless of the number of search requests by Internet users. It uses a cost-per-click (CPC) method that advertisers pay for site access.

The two representative advertising fee charging methods described above can provide users with the reliability of the advertising information by providing the opportunity to expose the advertising information in the same location for a certain period in the case of the flat advertising method, while the Internet users Even if the advertising information site is not connected, the advertiser has to bear the advertising costs. On the other hand, in the case of the click-based pay-as-you-go advertising method, the Internet user pays the advertising fee allowed only when the user visits the advertising information site. As a result of information and information retrieval, there is a disadvantage that the opportunity of accessing the advertisement information site that the advertiser wants to deliver is not guaranteed.

In summary, the above-described reality of the conventional Internet search advertising method, first, the problem that does not cause the user's interest due to the simplicity due to the constraint of expression, and second, the advertiser is provided mixed with the contents of the web page that the user wants to view. It is impossible to effectively deliver the advertising information to Internet users. Third, the advertiser has to pay relatively high advertising costs due to the inefficiency of the advertising costs incurred by the advertiser.

Therefore, the technical problem to be achieved by the present invention is to increase the attention of the advertisement information of the Internet user, and to deliver the advertisement information to the Internet user in providing the advertisement information pre-registered on the search result screen of the Internet user when the Internet user searches for the keyword through the search medium In order to efficiently convey advertising information, the form of advertisements provided is not simply text-based or images or simple advertisements in the form of images and text, but 2D (2D), 3D (3D), or photorealistic Created animation) Advertisement of video and gesture included in the advertisement, sound effect (voice) or text information synchronized with this gesture, execution of video content, moving to advertiser's site, passage of communication between Internet user and advertiser And the location or function of advertisements in advance through the operation of Internet users. To provide a method of advertising that provides bidirectional communication advertising can heomhal. The interactive communication advertisements provided at this time are beyond the web page provided by the search medium, and the entire user's PC screen is used as an active region. Providing a method.

In addition, another technical problem to be achieved by the present invention is the problem of coming from the advertiser selection method of the conventional Internet search advertising, that is, the advertisement selection method based on the first-come-first-served basis, the random selection method, the advertiser's bidding order Provides a new advertiser selection method and billing method that overcomes the limitations of the subscription fee method that guarantees exposure for a certain period of time being served and the click-based pay-as-you-go billing method that pays a certain amount as an advertising fee when visiting an advertisement site. It is.

In addition, the present invention provides an advertisement system that effectively performs the above-described advertisement method, advertiser selection method, and advertisement fee charging method, and analyzes and provides various information on the advertisement effect to the advertiser.

The present invention to achieve the above technical problem,

Receiving an advertiser basic information, advertisement information, impression keyword, and information on the function of the advertisement from the advertiser to produce an interactive communication advertisement and storing the advertisement in a database to construct an advertisement database; And

When there is a search request from a user terminal connected to an internet search medium, the Internet search medium transmits a keyword inputted from the user terminal, and the advertisement system receiving the received advertising system specifies a bidirectional communication advertisement specified in the user input keyword from the advertisement database. The present invention provides an advertisement method using a two-way communication advertisement, comprising: a first advertisement step of performing a predetermined event while exposing and transmitting the two-way communication advertisement to a user terminal.

In the advertising method according to the present invention as described above,

The functional information of the interactive communication advertisement includes text information, sound information, video information, advertiser site movement information, and voice recognition information executed in parallel or independently with the initial exposure position information, the motion information of the advertisement, the motion information of the advertisement;

In the advertisement database construction step, it is preferable that the advertiser is automatically performed as a basic animation upon exposure to the user terminal regardless of the user's event request among the functional information of the interactive communication advertisement.

In the advertising method according to the present invention as described above,

In the building of the advertisement database, advertisement cost information of the corresponding keyword presented by the advertiser is further input;

In the first advertisement step, the selection of the interactive communication advertisement assigned to the user input keyword may be based on a rotation method among advertisements within a predetermined rank according to the advertisement cost of the advertiser for each keyword presented.

In the advertising method according to the present invention as described above,

In the building of the advertisement database, advertisement cost information of the corresponding keyword presented by the advertiser is further input;

The selection of the interactive communication advertisements assigned to the user input keyword in the first advertisement stage may include a predetermined set value of a difference between a priority presentation advertisement cost and a subsequent presentation advertisement cost among advertisements within a predetermined rank according to the advertisement cost of the advertiser for each keyword presented. If it exceeds, it is desirable that the senior advertisement is selected exclusively.

In the advertising method according to the present invention as described above,

When an event occurs from the user terminal while performing the basic animation, the advertisement system receives the transmission and retrieves a file for performing the event from the advertisement database and transmits it to the user terminal to execute the user request event. It is preferable to further include an advertisement step, and the event may be any one of a movement of an advertisement, an SMS request, a mail request, a quotation request, and a direct purchase request.

In the advertising method according to the present invention as described above,

After the first to second advertising step is completed through the log data, search information, impression recording by keyword, advertisement execution time, advertisement execution time, advertisement click and user information, user's event activity record, advertisement execution It is preferable to further include an advertisement execution history database construction step by storing the advertisement execution details such as billing in accordance with the database.

In the advertising method according to the present invention as described above,

When an advertiser requests a report such as advertisement history and billing history for the purpose of advertising efficiency, keyword adequacy, target keyword selection, etc., a report providing step of analyzing the advertisement history database and sending a report to the advertiser is required. It is preferable to further include.

In order to achieve the above another technical problem, the present invention

An advertisement database in which advertiser basic information, impression keywords, and interactive communication advertisements are stored according to an advertiser; And

The present invention provides an advertisement system using an interactive communication advertisement, comprising: an ad server that searches for the advertisement database and sends an interactive communication advertisement when there is a search request from an internet search medium.

In the advertisement system according to the present invention as described above,

Ad execution history database that stores search information according to ad execution, impression history by keyword, ad execution time, ad execution time, click and user information of advertisement, user's event activity record, and log data of billing according to advertisement execution And a log server that collects and analyzes log data in order to build a base for the advertisement execution history data.

In the advertisement system according to the present invention as described above,

Advertisement management server for accepting the advertiser's advertisement application, and processing the advertisement execution management of the start, stop, and the advertiser's request report is preferably further included.

In the advertisement system according to the present invention as described above,

The advertisement database further includes advertisement cost information of a corresponding keyword presented by an advertiser, and the ad server searches the advertisement database and sorts the advertiser in order of the advertisement cost for each keyword presented, and within an arbitrary position. Preferably, the advertisement determination module further outputs the rotating or exclusively.

Hereinafter, an advertisement method and an advertisement system according to the present invention will be described in detail with reference to the accompanying drawings.

First, referring to the attached Figures 1 and 2, the present invention basically the user terminal 200, the Internet search medium 300, the advertiser terminal 400 and the two-way communication advertising system according to the present invention in the network 100 500 is performed in the connected state, the two-way communication advertising system 500 according to the present invention, the ad server including the advertisement search module 511, the advertisement transmission module 512, log collection Ad server 530 including a module 521, a log server 520 including a log analysis module 522, an advertisement application module 531, an advertisement management module 532, a report module 533 and these The advertisement database 540 and the advertisement execution database 550 interworking with the servers.

In addition, the ad server may further include an advertisement selection module 513 and a charging module 514, and may further include an advertisement cost bidding database 560 and a log database 570.

The ad server 510 selects advertisement information to be transmitted through the advertisement selection module 513 when a request of the Internet search medium 300 is made, and searches the advertisement database 540 to correspond to a keyword requested to be searched. If there is a two-way communication advertisement to be displayed on the user terminal 200.

In detail, when the user accesses the Internet search medium 300 through the user terminal 200 and requests a comprehensive search or a directory search by inputting a keyword, the Internet search medium 300 is bidirectional according to the present invention. The communication advertisement system 500 is connected to request the search of the advertisement database 540 from the ad server 510, and the advertisement search module 511 of the ad server 510 searches the advertisement database 540. When the interactive communication advertisement corresponding to the requested keyword is searched, the advertisement is transmitted to the user terminal 200 through the advertisement transmission module 512 and displayed.

On the other hand, interactive communication advertisements are high quality advertisements containing various animations, sounds, and videos. Therefore, when provided through a search medium, one or more advertisements may be technically transmitted, but the concentration of Internet users is increased. In order to effectively deliver advertisement information, it is desirable to transmit only one advertisement to a personal PC of an Internet user. In this case, it is important to know what advertisements are sent to the user's personal PC when a search request occurs. In the conventional keyword search advertisement, a method of selecting an advertisement has been used, first, an advertisement selection method based on a first-come, first-served basis, second, a random advertisement selection method, and third, an advertisement selection method based on a ranking of an advertiser's advertisement bid amount. However, such an advertisement selection method is an unsuitable model for selecting two-way communication advertisements according to the present invention to transmit only one advertisement.

Therefore, the advertisement selection module 513 may be further included in the advertisement system using the interactive communication advertisement according to the present invention.

The advertisement selection module 513 determines the advertiser to use the keyword by comparing the advertising costs presented by the advertisers in a bidding manner. In the advertisement selection method of the present invention through the advertisement selection module 513, first, a plurality of advertisers who want to use the same keyword present the advertisement cost in an advertisement cost bidding method. The advertising costs presented in this way are compared with the advertising costs suggested by other advertisers and are ranked. Subsequently, advertisements up to the determined random ranking are selected and the advertisements to be exposed are selected using a method of rotating the selected advertisements at the same exposure rate.

Alternatively, if the difference between the priority advertising cost and the priority advertising cost exceeds the prescribed value, the advertisement may be exposed exclusively.

On the other hand, the billing module 514 retrieves the advertising costs (advertising costs per impression or advertising costs per click) of the corresponding advertisement in the advertisement cost bidding database 560 and records in the advertisement execution database 550, the future advertisement The management server 530 performs an operation of deducting the advertising cost from the deposit made by the advertiser in advance. The charging module 514 determines whether there is an unfair exposure (research within a predetermined time, an intensive exposure request, etc.) based on the information of the log database 570 of the request record of the user terminal 200 requesting the search, In case of fraudulent exposure, the advertising fee will not be charged.

As an example of the above-described advertising method according to the present invention, it is assumed that there are five companies that want to use 'car' as a keyword.

A, B, C, D, and E companies want to realize advertisements with 'car' as their keywords on the Internet. Therefore, the companies offer advertisement costs for advertisements with the keyword 'car' to the corresponding internet search media or advertising agency.

Advertisement costs of the five companies presented are ranked according to the amount, and the first and second positions are confirmed. The two companies confirmed this way, if the user enters 'car' in the Internet search medium, the same exposure rate, that is, the two companies are exposed alternately to allow the user to see the company's advertisements. As a result, even if the advertising costs presented in the first and second positions are different, by providing the same advertising opportunity to prevent excessive competition between companies and to promote advertising more economically.

Subsequently, other companies that do not fall in the ranking may change the ranking by re-bidding after modifying the advertisement cost. Therefore, companies in the 1st and 2nd positions are not fixed, but change fluidly.

Herein, the above-described embodiment of selecting only the first and second ranks among the determined companies is merely one embodiment according to the present invention, and more may be included.

On the other hand, if a senior advertiser presents an advertising fee more than a certain percentage of the subordinate advertisers, it can be advertised exclusively through the corresponding Internet search media. This is because it is unreasonable that the two companies give the same advertising opportunity through the rotation method until the advertising cost of the company determined as the first rank is higher than a predetermined ratio or a certain amount by the advertisement cost of the company determined as the second rank. Therefore, in this case, it is desirable to solve the above-mentioned irrationality by outputting only the advertisement of the first priority.

An example thereof will be described with reference to FIGS. 10 and 11.

As shown in Figure 10, A to F companies present advertising costs primarily.

According to the method described above, advertisements of D and E companies are selected through the first presented advertisement cost. Therefore, the advertisements of the D and E companies are rotated to expose the advertisements through the input of the corresponding keywords.

After that, the company presents the advertising cost from the second presentation advertising cost to the selection line. However, since E company, which already presented the same advertising cost, preempts the keyword, D and E company's keyword selection is maintained.

In the 3rd presentation advertising cost, D increased the advertising cost significantly, and the difference between the advertising cost of D company and the advertising cost of E company, which is the next-largest company, became more than 50% of D company and monopolized the keyword.

The contents described in FIG. 11 are similar to those of FIG. 10, and have a difference in that a monopoly criterion is applied, rather than a ratio of the difference between the advertising costs of the priorities and the rankings.

Therefore, in the 3rd presentation advertising cost, Company D raises the advertising cost and becomes more than 50 won more than the advertising cost of Company F, which is the next-largest company's advertising cost company, to monopolize the keyword.

On the other hand, the billing criteria of the advertising costs presented by each company may be applied to both the CPM (Advertising Cost Per Click) or CPC (Advertising Cost Per Click).

The log server 520 performs the basic animation predefined by the interactive communication advertisement transmitted to the user terminal 200 by the ad server 510 or completes the performance of the function requested by the user, and the user has the interactive communication advertisement. When the web browser is closed or closed, the search information transmitted from the Internet search medium 300 through the log collection module 521, the impression record for each keyword, the advertisement execution time, the advertisement execution time, and whether the advertisement is clicked and It collects log information such as user information, user's event activity record, billing according to advertisement execution, and stores them in the advertisement execution history database 550 and the log database 570.

In addition, the advertiser accesses the advertisement management server 530 and requests a report through the report module 533 to analyze the advertisement efficiency, analyze the information of the user who executed the advertisement, and analyze the information for selecting the target keyword. In this case, the log server 520 analyzes the information stored in the advertisement history database 550 and the log database 570 through the log analysis module 522 and sends a report requested by the advertiser to the report module 533. It also serves to send to the advertiser terminal (400).

The advertisement management server 530 is already provided with a report module 533 to receive the report request of the advertiser described above and provide it, and if the advertiser wants to apply for an advertisement through the terminal 400, the advertiser subscription It further includes an advertisement application module 531 for receiving and guiding an application and an advertisement management module 532 for managing the start, end, billing, malfunction of advertisements, and the like.

In the present invention, the interactive communication advertisement used as an advertisement is a form of an advertisement exposed when searching for an Internet keyword. Advertisement containing animations through separate production as 3D or live-action video, which takes a designated action and delivers separate voice information, text information, and video information in parallel with this action. Means water. In addition, the present invention refers to an advertisement including a function of recognizing a voice command of an internet user and performing a predefined animation.

Two-way communication advertisements are provided separately from the search results provided through the search medium and include a feature that freely moves the entire screen of the user's PC outside the Internet browser area, or is moved by the user's request.

In addition, various types of events (animation, video execution, site movement, voice file execution, SMS sending request, e-mail sending request, quotation request, direct purchase request) at the time of user's specific event (right click) Etc.) by providing the function to perform interactive communication between the user and the advertiser.

In addition to performing the basic functions of interactive communication advertisements, it provides the advertising promotional phrases in the form of texts on the top, bottom, left and right of the advertisement in text form to maximize the advertising effect.

By utilizing the features of the above-mentioned two-way communication advertisements, advertisers can provide the function of cyber experience by increasing the attention rate of Internet users, as well as the basic advertisement contents intended by the user to manipulate the advertisements through the advertisements. It has the feature of supporting additional advertisement information directly by sending SMS and email.

An example of a form in which an interactive communication advertisement is played on the screen is illustrated in FIGS. 3A to 3C, which illustrate continuous motion of a video object of an advertisement according to the present invention. It can be a whole page, and it is a process of playing an advertisement display start time for a predetermined time (during web page transmission) immediately after receiving basic data (html, script) of the web page. Clicking on the advertisement with the mouse cursor while the advertisement is playing will take you to a predetermined website.

3a to 3c, when an example of an advertisement method according to the present invention, when an Internet user enters a search term "cell phone" into a search medium, an advertiser prepares a specific model of a mobile phone as an advertisement in advance, and pulls out an antenna. Users can perform their own animations and functions such as battery disconnection.

At this time, the advertisement displayed on the user's PC screen is performed independently from the search result screen provided by the search medium as shown in the example of FIGS. 3A to 3C. By providing only one advertisement information for each keyword requested by the user, It is a method of ensuring high attention and advertising effects.

3A and 3B as an example of utilizing the provided function, when the user performs a specific event (right-click) and selects "removing the battery", the user can operate the actual advertisement as shown in FIG. 3C. It performs a function that enables cyber experience.

In addition, the interactive communication advertisement is not an existing simple information delivery advertisement, but is an advertisement provided to perform various functions such as "ringing" and "visiting a homepage" as an example of the user manipulation event of FIG. 3A.

Hereinafter, an advertisement method using the interactive communication advertisement through the advertisement system 500 according to the present invention as described above will be described in detail with reference to FIGS. 4 to 9.

First, FIG. 4 is a schematic flowchart of an advertisement method according to the present invention. Referring to FIG. 4, the advertisement method according to the present invention may include an advertisement database construction step (S100), an advertisement step (S200), and an advertisement execution history database construction step. It can be seen that the (S300) and the report providing step (S400).

Hereinafter, the advertisement method according to the present invention will be described in detail through each flowchart showing the steps of FIG. 4 in detail.

FIG. 5 is a flowchart illustrating an advertisement database construction step S100 in detail. Referring to this, first, an advertiser accesses an advertisement management server 530 of an interactive communication advertisement system 500 through an advertiser terminal 400. (S110) the advertisement management server 530 enters the ID and password of the advertiser to send a web page to log on to the advertiser terminal 400 so that the advertiser can log on (S120), if the first access In the case of an advertiser, the advertiser's basic information (advertiser name, business type, address, website address, etc.), ID, and password are set to register the advertiser (S130), and then the advertiser logs on again after the subscription is completed.

When the logged on advertiser wants to apply for an advertisement, the advertisement application module 531 of the advertisement management server 530 transmits an advertisement request page to the advertiser terminal 400 (S140).

This Ad Submission page contains the keywords you wish to advertise, upload the created advertisement file, upload a text file, sound file or video file related to the performance of the advertisement, perform the actions of the detailed advertisement, perform the function, the order of execution, and automatically It is set to input the performance function designated as the default value to be executed, the performance function of advertisement proceeded by user's request, that is, the information, material, and impression keywords to produce the interactive communication advertisement according to the present invention. Can be made in accordance with the application page (S150). In addition, information about the presenting advertisement cost may be further inputted as necessary for the keyword advertisement through the bidding method.

In addition, if the advertiser has not created a 2D, 3D or live-action animation file, a text file, a sound file, a video file, etc., if the detailed data is inputted, the advertiser may separately prepare and upload it after the confirmation of the advertiser.

Based on all the information recorded in the advertisement request page, the advertisement of the advertisement according to the present invention is produced as an interactive communication advertisement (S160), and the advertisement undergoes a final review of advertiser basic information, impression keywords, and interactive communication advertisements. Preparation of the final advertisement is completed through water approval (S170), and if the contents registered by the advertiser are false or have a dispute, the advertisement is not registered and proceeds to the state before the advertisement application.

The advertisement is approved (S170) is completed, the advertiser advances the advertising cost to be executed as an advertisement through the advertising management module 532 of the ad management server 530 through the advertiser terminal 400, the keyword and the advertising cost of the advertiser The final advertisement database is constructed through the input advertisement bid bidding (S180). (S190)

Next, the advertisement step S200 in which the advertisement is performed using the constructed advertisement database 540 will be described with reference to FIG. 6.

First, when a general Internet user, who is an advertisement target, accesses the Internet search medium 300 through the user terminal 200, inputs a keyword, and requests integrated search, category search, etc. (S210), the Internet search medium 300 In step S220, search information including the user input keyword is transmitted to the ad server 510 of the advertisement system 500 of the present invention.

The ad server 510 receiving the search information analyzes the search information through the advertisement selection module 513 (S230) to determine whether the interactive communication advertisement corresponding to the user input keyword is stored in the advertisement database 540. Check and, if there is, send the two-way communication advertisements to the user computer 200 through the advertisement transmission module 512 to output the two-way communication advertisements to the user terminal 200, the output two-way communication advertisements The primary advertisement is performed by performing a basic function defined as a default value (S240).

In addition, the first advertisement may be made through the following process.

Advertisement selection step (S235) included in Figure 6 is to enable the advertisements of the selected advertiser through the real-time bidding when a plurality of advertisers want to use one keyword.

A more detailed description thereof will be made with reference to FIG. 9 (the detailed flowchart of the advertisement determining step shown in FIG. 6).

Data stored through the advertisement database construction step (S100) may include information on the cost of the advertisement presented for each keyword. This is about the advertising costs that advertisers propose to use keywords, and a plurality of advertisers compete through a bidding method.

The ranking of advertisers is determined according to the presented advertising costs. (S1)

However, the ranking is not absolute, and the ranking may be changed after the advertiser presents a relatively higher advertising cost than other advertisers. (S2)

If no advertisement fee is presented, an arbitrary rank is designated according to the determined rank (S3).

The designated advertisement is then outputted as rotating when the user requests a search through keyword input. That is, when advertisements A, B, and C are designated in turn, advertisements of A are output first when the corresponding keywords are input, and advertisements of B are output when the input of the keywords is made once again. Once again, the C advertisement is output. Of course, if the keyword is input once again, the advertisement A is output again.

However, in the case of the present invention, it is preferable to limit the advertisement designation to the first and second positions. This is because it is advantageous to meet the intention of the present invention that the designated advertisements are given an equal opportunity in the execution of advertisements without discrimination according to the advertisement cost. However, it is not necessarily limited thereto.

Subsequently, it may be unreasonable to give an equal opportunity for ad execution until the difference between the advertising costs presented by the first and second order advertisers is excessive. Therefore, if the difference between the presentation advertising costs of the first and second advertisements differs by more than a set value, only the first advertisement may have exclusive rights to the corresponding keyword (S4, S5).

Therefore, if the presentation advertisement cost of the priority and next-order advertisements does not exceed the set value, the designated advertisement is determined to be rotated (S6). On the other hand, if the difference exceeds the set value, only the priority advertisement is executed exclusively. S7)

In the embodiment according to the present invention, the set value is a difference between the presentation advertisement cost of the priority advertisement and the presentation advertisement cost of the subsequent advertisement more than 50% of the presentation advertisement cost of the priority advertisement, which may be variously modified in the process of implementation. .

Meanwhile, in the method of exposing the designated advertisements, the rotation method may be applied to make the exposure ratio of each advertisement constant, but may be selected to be exposed at random from the designated advertisements.

If the user does not generate any event after the first advertisement, the interactive communication advertisement continues to perform the default function until the web browser ends or closes the advertisement, and then the user event occurs. For example, when the user mouses on the advertisement and clicks the right button, the user outputs a list of the functions of the two-way communication advertisement and selects any one of them to generate an event (S250). If the function file is transmitted to the user terminal 200 together with the two-way communication advertisement is executed immediately, otherwise it requests the transfer of the function file to the ad server 510 of the advertising system 500 (S260).

The ad server 510 receiving the request searches for the advertisement database 540 through the advertisement search module 511 and transmits the corresponding file to the user terminal 200 to execute the corresponding event operation (S270). The interactive communication advertisement of the present invention is exposed to the user terminal 200 until the web browser or the advertisement is terminated (S280).

Next, the advertisement execution history database construction step (S300) will be described in detail with reference to FIG.

When the user closes the interactive communication advertisement or closes the web browser (S310), the advertisement is a log server 520 of the advertisement system 500, and records the impression of each keyword, advertisement execution time, advertisement execution time, advertisement click time and user. The user log of information, a record of the user's event activity, billing according to the execution of the advertisement, whether to visit the advertiser's website, etc. is transmitted (S320), and the advertisement is terminated (S330).

The log collection module 521 receiving the received data collects all log data together with the search information transmitted from the first Internet search medium 300 and stores the log data in the log database 570 to build an advertisement execution history database (S340).

Finally, the report providing step (S400) of the advertising method of the present invention will be described with reference to FIG.

First, when the advertiser connects to the advertisement management server 530 of the advertisement system 500 through the advertiser terminal 400 (S410), the advertisement management server 530 may log on by inputting the ID and password of the advertiser. The advertiser transmits the page to the advertiser terminal 400 so that the advertiser can log on (S420), and in the case of an advertiser connected to receive a report, the advertiser joining step is not performed because the advertiser has already applied for the advertisement.

When the logged on advertiser wants a report request, the report module 531 of the advertisement management server 530 transmits a report request web page with a report list to the advertiser terminal 400 to perform advertisement efficiency analysis, advertisement effect analysis, and advertisement. An advertiser's need report such as analysis of information of the executed user and analysis of information for selecting a target keyword may be requested (S430).

When the advertiser requests a necessary report such as analyzing the efficiency of the advertisement, analyzing the information of the user who executed the advertisement, analyzing the information for selecting the target keyword, the advertisement management server 530 uses the log analysis module 522 of the log server 520. When analyzing various log data stored in the advertisement execution history database and outputting the report requested by the advertiser in the form of a document such as HTML, the report module 533 transmits the report to the advertiser terminal 400 (S440) and the advertiser sends the report. Once you make it visible, the report delivery phase is complete. This report provision phase is for analyzing the efficiency of the advertisement, analyzing the information of the user who executed the advertisement, and analyzing the information for selecting the target keyword.

As described above, the advertisement method according to the present invention overcomes the limitation of the advertisement method associated with the conventional Internet search, provides an advertisement that gives the user an interest and life, and also provides an interactive communication field between the advertiser and the user. Has the advantage of.

In addition, by providing one advertisement information to one keyword, it increases the attention of the advertisement information and has the advantage of providing the Internet users with a general default information about the advertisement information through a predefined default animation. .

In addition, the advertisement method according to the present invention supports a user to directly manipulate various advertisements through a direct experience, and has a merit of providing a direct experience with advertisement contents through a cyber experience, and beyond the limitations of a web browser. By utilizing the full screen of a general user terminal as an advertising area, it has the advantage of maximizing various effects and advertising effects.

In particular, the use of the present invention is applied to corporate keyword search advertisements for product experience advertisement and brand image enhancement that should provide direct product information, unlike general keyword search advertisements, or to all entertainment such as movies, music, DVDs, and games. It can be applied to advertisements using multimedia.

Claims (12)

Receiving an advertiser basic information, advertisement information, impression keyword, and information on the function of the advertisement from the advertiser to produce an interactive communication advertisement and storing the advertisement in a database to construct an advertisement database; When there is a search request from a user terminal connected to an internet search medium, the Internet search medium transmits a keyword inputted from the user terminal, and the advertisement system receiving the received advertising system specifies a bidirectional communication advertisement specified in the user input keyword from the advertisement database. A first advertisement step of performing a predetermined event while searching for and sending the sent message to the user terminal to expose the corresponding interactive communication advertisement; And When an event request is generated from the user terminal during the execution of the designated event, the advertisement system receives the request and retrieves a file for performing the user request event from the advertisement database and transmits it to the user terminal to execute the user request event. Advertising method using a two-way communication advertising, characterized in that it comprises a second advertising step. The method of claim 1, The functional information of the interactive communication advertisement includes text information, sound information or video information, advertiser site movement information, and voice recognition information executed in parallel or independently with the initial exposure position information, the motion information of the advertisement, the motion information of the advertisement; The advertisement database building step may include setting the advertisement to be automatically performed as a basic animation upon exposure to the user terminal regardless of the user's event request among the functional information of the interactive communication advertisement. Advertising method using communication advertisement. The method of claim 1, In the building of the advertisement database, advertisement cost information of the corresponding keyword presented by the advertiser is further input; The selection of the interactive communication advertisements assigned to the user input keyword in the first advertisement step may include a rotation method among advertisements within a predetermined rank according to the advertisement cost of the advertiser for each keyword. Advertising method used. The method of claim 1, In the building of the advertisement database, advertisement cost information of the corresponding keyword presented by the advertiser is further input; The selection of the interactive communication advertisements assigned to the user input keyword in the first advertisement stage may include a predetermined set value of a difference between a priority presentation advertisement cost and a subsequent presentation advertisement cost among advertisements within a predetermined rank according to the advertisement cost of the advertiser for each keyword. If exceeding, the advertising method using the two-way communication advertising, characterized in that the priority advertisement is selected exclusively. delete The method according to any one of claims 1 to 4, wherein the event is any one of moving advertisements, SMS requests, mail requests, quotation requests, and direct purchase requests. The method according to any one of claims 1 to 4, After the first to second advertising step is completed through the log data, search information, impression recording by keyword, advertisement execution time, advertisement execution time, advertisement click and user information, user's event activity record, advertisement execution Advertisement using the two-way communication advertising, characterized in that it further comprises the step of building the advertisement execution history database by storing the advertisement execution details such as billing in accordance with the database. The method of claim 7, wherein When an advertiser requests a report such as advertisement execution history and billing history for advertisement efficiency, keyword adequacy, target keyword selection, etc., the report is analyzed through the advertisement execution history database and the necessary report is sent to the advertiser. Advertising method using a two-way communication advertising, characterized in that it further comprises a step. An advertisement database in which advertiser basic information, impression keywords, and interactive communication advertisements are stored according to an advertiser; And When a search request is received from a user terminal connected to an internet search medium, a bidirectional communication advertisement specified in a user input keyword is searched from the advertisement database and sent to the user terminal to perform a predetermined event while exposing the corresponding interactive communication advertisement. , If an event request is generated from the user terminal during the execution of the specified event, characterized in that it comprises an ad server to search for a file for performing the user request event from the advertisement database and transmit it to the user terminal to execute the user request event Advertising system using two-way communication advertising. The method of claim 9, Ad execution history database that stores search information according to ad execution, impression history by keyword, ad execution time, ad execution time, click and user information of advertisement, user's event activity record, and log data of billing according to advertisement execution And a log server that collects and analyzes log data in order to build a base for the advertisement execution history data. The method according to claim 9 or 10, Advertisement system using the two-way communication advertisements, characterized in that it further comprises an advertisement management server for receiving the advertisement request of the advertiser, ad management, such as the start and stop of the advertisement, and processing the request report of the advertiser. The method according to claim 9 or 10, The advertisement database further includes the advertisement cost information of the keyword presented by the advertiser, The ad server may further include an advertisement determination module configured to search the advertisement database, sort the advertisers in the order of advertisement cost for each keyword presented, and rotate or output exclusively within an arbitrary position. Advertising system using advertisements.

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