KR102298656B1 - The method and system for providing online advertisement - Google Patents

Abstract

Disclosed are a method and system for providing an online advertisement. The method for providing the online advertisement comprises: a step of corresponding to a target user to whom an advertisement will be provided, and receiving, from an online service providing server, customer base classification information comprising user text, response text, user information, and purchase history; a step of determining, in regard to a plurality of advertisements, a customer base to which the target user belongs as one among a potential customer, an interested customer, a purchasing customer, a loyal customer, and a promotional customer based on the customer base classification criterion information; a step of selecting at least one target advertisement among the advertisements by differently selecting advertisement materials according to the determined customer base; and a step of transmitting the selected at least one target advertisement to a user terminal of the target user through the online service providing server. Therefore, the present invention is capable of leading to a high advertisement execution efficiency.

Description

Method and system for providing online advertising

The present invention relates to a method and system for providing online advertisements, and more particularly, by in-depth classification of users to whom advertisements are provided, and selecting target advertisements and materials of target advertisements according to the customer class to which the classified users belong. It relates to a method and system for providing online advertisement provided to

Advertisement is an information delivery activity carried out for a fee through media with the goal of influencing customers' attitudes and behaviors and ultimately purchasing their products by advertisers who can identify who they are. Advertising aims to enable customers to perform actions that are valuable to the advertiser's business, such as purchasing This is called conversion. The behavior targeted by the advertisement may be stipulated by the advertiser, and may include, for example, purchase, membership registration, and the like.

Recently, with the advent of various online advertising media such as search advertisements, banner advertisements, reward advertisements, and SNS advertisements, it has become possible to provide various types of advertisements using various media. Depending on the type of online advertisement medium, characteristics such as advertisement execution cost, advertisement conversion rate, advertisement exposure scale, and the nature of customers exposed to advertisements may appear in various ways. Accordingly, it is required to develop a technology for advertising execution to maximize return on investment (ROI) in a limited budget in consideration of the characteristics of various media, the size of the budget for advertising, the goal of advertising, and the like.

In addition, with the development of digital technology, various user devices capable of communication and personal information processing (eg, mobile communication terminals, smart phones, tablet PCs (Personal Computers), etc.) are utilized in various fields. follow. User devices are reaching the stage of mobile convergence, which does not stay in their traditional unique area but also encompasses areas of other terminals.

For example, the user device includes a call function such as voice call and video call, a message transmission/reception function such as IMS (Instant Message Service) and e-mail, a navigation function, a shooting function, a broadcast playback function, media (video and It may include various functions such as a music) playback function, an Internet function, and a social network service (SNS, Social Networking Service) function.

Due to the development of a wireless communication function of a user device, various services supporting a chatting function or an SNS function using a messenger are appearing. Accordingly, the user may communicate with each other by designating at least one specific partner as a conversation partner using a messenger in the user device, or may communicate their thoughts to a specific user using SNS. The use of online services using such messengers and SNS is increasing due to the convenience of their use and real-time conversation between users. Accordingly, there is a growing need for a technology for providing a customized advertisement that a user may be interested in by using a chat message or an SNS article written by a user in a user device.

Matters described in this background section are prepared to promote understanding of the background of the invention, and may include matters that are not already known to those of ordinary skill in the art to which this technology belongs.

The following embodiments have been devised to solve the above-mentioned problems, and target advertisements that can in-depth classify users to whom advertisements are provided, and can be converted to a deeper lower-level customer class according to the customer class to which the classified user belongs, and The purpose of this is to select the target advertisement material and provide it to the user.

Problems to be solved by the embodiment are not limited to the problems mentioned above, and other problems not mentioned will be clearly understood by those skilled in the art from the following description.

One aspect of the present invention for achieving the above object provides a method for providing an online advertisement.

The online advertisement providing method may include: receiving, from an online service providing server, customer class classification criteria information including user text, response text, user information, and purchase history, corresponding to a target user who will provide an advertisement; determining, with respect to a plurality of advertisements, a customer group to which the target user belongs as one of a potential customer, an interested customer, a purchasing customer, a loyal customer, and a promotional customer based on the customer group classification criterion information; selecting at least one target advertisement among the advertisements by differently selecting advertisement materials according to the determined customer base; and transmitting the selected at least one target advertisement to the user terminal of the target user through the online service providing server.

The advertising material may include: a first advertising material for promoting a company, brand, product or service itself, or for promoting the performance or function of a product or service; a second advertising material that induces the installation of applications related to goods or services or access to the homepage and provides rewards; Third-party creatives that provide benefits when purchasing goods or services; a fourth advertising material that provides benefits for repurchasing goods or services or for preferential customers; and a fifth advertising material that provides benefits when you leave a review on a product or service or advertise to a third party.

The online advertisement providing method may include, before receiving the customer class classification criterion information from an online service providing server, receiving advertisement information including a target medium, an advertisement target, and the advertisement material from an advertiser terminal; and generating an advertisement table defining a product field, product type, advertisement material, and matching keyword according to the advertisement target based on the advertisement information.

The determining step includes selecting the product field and product type based on user information including the target user's age group, marital status, occupation or workplace, and region or school of origin, the user text, and the response text. step; selecting first advertisements by filtering the advertisements defined in the advertisement table with advertisements corresponding to the selected product field and product type; and classifying the target user as a potential customer for the first advertisements.

The determining may include: selecting second advertisements having online interaction with the target user from among the first advertisements; and classifying the target user as a customer interested in the second advertisements.

According to the exemplary embodiments as described above, the first advertisement in the field in which the user is currently interested can be selected as the target advertisement through analysis of the user text and the response text, so that a customized advertisement can be provided to the user. .

In particular, among the first advertisements that the user is interested in, each user's customer base location is classified differently, and advertisements and creative materials are selected differently according to the classified customer base location, so that loyalty gradually increases as the user is provided with a target advertisement. It can be converted to a high customer base, leading to high advertising execution efficiency.

Effects of one embodiment are not limited to the effects mentioned above, and other effects not mentioned will be clearly understood by those skilled in the art from the following description.

1 is a diagram illustrating an online advertisement providing system according to an exemplary embodiment.
2 is a diagram illustrating a configuration of an advertisement providing server according to an embodiment.
FIG. 3 is a diagram for explaining an advertisement table generated by the advertisement providing server according to FIG. 1 .
FIG. 4 is a diagram for explaining a customer group to which a target user belongs by the advertisement providing server according to FIG. 1 .
5 to 7 are flowcharts illustrating detailed operations of an advertisement providing server according to an embodiment of the present invention.
8 and 9 are diagrams for explaining user text and response text according to an embodiment.
10 to 12 are diagrams illustrating screens for outputting a target advertisement to a target user according to an exemplary embodiment.

Advantages and features of the present invention and methods of achieving them will become apparent with reference to the embodiments described below in detail in conjunction with the accompanying drawings. However, the present invention is not limited to the embodiments disclosed below, but may be implemented in various different forms, and only these embodiments allow the disclosure of the present invention to be complete, and those of ordinary skill in the art to which the present invention pertains. It is provided to fully understand the scope of the present invention to those skilled in the art, and the present invention is only defined by the scope of the claims.

The terminology used herein is for the purpose of describing the embodiments and is not intended to limit the present invention. As used herein, the singular also includes the plural unless specifically stated otherwise in the phrase. As used herein, “comprises” and/or “comprising” does not exclude the presence or addition of one or more other components in addition to the stated components. Like reference numerals refer to like elements throughout, and "and/or" includes each and every combination of one or more of the recited elements. Although "first", "second", etc. are used to describe various elements, these elements are not limited by these terms, of course. These terms are only used to distinguish one component from another. Accordingly, it goes without saying that the first component mentioned below may be the second component within the spirit of the present invention.

Unless otherwise defined, all terms (including technical and scientific terms) used herein will have the meaning commonly understood by those of ordinary skill in the art to which this invention belongs. In addition, terms defined in a commonly used dictionary are not to be interpreted ideally or excessively unless specifically defined explicitly.

Hereinafter, an embodiment will be described in detail with reference to the accompanying drawings.

1 is a diagram illustrating an online advertisement providing system 10 according to an embodiment.

Referring to FIG. 1 , an online advertisement providing system 10 according to an embodiment may include an advertisement providing server 100 , an online service providing server 200 , a user terminal 300 , and an advertiser terminal 400 . .

Communication between various entities included in the online advertisement providing system 10 may be performed through a wired/wireless network. In the wired/wireless network, standard communication technologies and/or standard communication protocols prescribed by standardization technology cooperation organizations including 3rd Generation Partnership Project (3GPP) may be applied.

In the online advertisement providing system 10 , the advertisement providing server 100 , the online service providing server 200 , the user terminal 300 and the advertiser terminal 400 are, for example, a computer, an Ultra Mobile PC (UMPC), a workstation. , net-book, PDA (Personal Digital Assistants), portable computer, web tablet, wireless phone, mobile phone, smart phone, PMP As one of electronic devices such as a portable multimedia player, it may include all electronic devices capable of installing and executing an application related to an embodiment. The electronic device may perform overall service operations such as, for example, configuration of a service screen, data input, data transmission/reception, data storage, and the like, under the control of the application.

The advertiser terminal 400 receives advertisement information including a target medium, advertisement target, advertisement material (contents related to advertisement target), etc. set for each of a plurality of advertisements from the advertiser, and transmits the received advertisement information to the advertisement providing server ( 100) can be transmitted.

The target medium is information indicating an online path to provide an advertisement, that is, the online service providing server 200, and the corresponding advertisement may be provided through the online service providing server 200 indicated by the target medium.

The advertisement target is information indicating the target to be advertised, and may be a specific product or service, or a specific brand.

The advertisement material may be the contents of an advertisement indicated by an image, text, or the like for promoting an advertisement target. For example, the advertisement material promotes the company or brand itself that provides the product or service, or induces the installation of an application related to the product or service or access to the homepage, the first advertisement material for promoting the performance or function of the product or service. and a second creative that provides rewards, a third creative that provides benefits when purchasing goods or services, and a fourth creative that provides benefits when a product or service is repurchased or a preferred customer, or a product or service It may be a fifth advertising material that provides benefits when leaving a review about or advertising to a third party.

That is, the first advertising material is a general advertising material to inform the company, brand, service, or product itself, and the second advertising material is a specific action (website access, website access, application installation, user registration, etc.), the third creative is a creative that induces customers to purchase directly, the fourth creative is a creative that targets existing customers, and the fifth The advertisement material may mean an advertisement material that induces a customer to promote a product or service to the outside.

In the present invention, by categorizing advertising materials in detail and organizing and providing different advertising materials according to customer groups, it is possible to induce customers to move to more loyal customers.

The online service providing server 200 may provide various online services to the user terminal 300 . For example, the online service providing server 200 may be a message server providing a message service to a user, an SNS server providing an SNS service, a portal server providing a portal service, a product sales server, and the like. In more detail, the online service providing server 200, as well as a server that provides common social network services (SNS) such as Instagram, Facebook, KakaoTalk, Naver, Daum, etc., uploads posts, writes comments, reviews It may include a product sales server supporting at least one function during creation.

The online service providing server 200 communicates with a plurality of user terminals 300 and collects user texts written by a plurality of users, response texts to user texts, user information, purchase details of goods or services, etc. (100) can be provided. The user text may be a chat message, a post, or the like, and the response text may be a chat message corresponding to a comment or answer written by a user other than the creator of the user text with respect to the user text. The user information may include the user's age group, marital status, occupation or workplace, origin area or school, and the like.

The online service providing server 200 transmits, to the advertisement providing server 100, customer class classification criteria information including user text, response text, user information, purchase history, etc. corresponding to a target user to provide advertisements, and provides advertisements. A plurality of target advertisements corresponding to the target user may be received from the server 100 . The online service providing server 200 selects one of a plurality of target advertisements received from the advertisement providing server 100 and transmits it to the user terminal 300 of the target user, and the user terminal 300 selects the selected target advertisement can be displayed to the target user.

The advertisement providing server 100 may determine a customer group to which the target user belongs based on the customer group classification criterion information, and determine a plurality of target advertisements corresponding to the determined customer group. In this case, the advertisement providing server 100 may determine a plurality of target advertisements corresponding to the customer base based on the advertisement material.

That is, the advertisement providing server 100 according to an embodiment of the present invention provides a target advertisement by varying the customer base according to the advertisement material, even for advertisements for the same product or service. Therefore, it is possible not only to select a target user much more precisely than the conventional advertisement providing method, but also to provide the target advertisement to the target user so that the target user can be converted into a more loyal customer base (lower layer of the customer class to be described later). can induce

Although FIG. 1 shows the online service providing server 200 and the advertisement providing server 100 separately, it is not limited thereto, and the online service providing server 200 is integrated with the advertisement providing server 200 to form one server. may be composed of, and may be operated by the same entity.

2 is a diagram illustrating a configuration of an advertisement providing server 100 according to an embodiment.

As shown in FIG. 2 , the advertisement providing server 100 may include a communication unit 110 , an input unit 120 , an output unit 130 , a memory 140 , a power supply unit 150 , and a control unit 160 . have.

The configurations shown in FIG. 2 are exemplary diagrams for implementing embodiments of the present invention, and appropriate hardware/software configurations at a level obvious to those skilled in the art may be additionally included in the advertisement providing server 100 .

The communication unit 110 may communicate with an external device through various communication methods. For example, the communication unit 110 may transmit and receive various data by performing communication with the external online service providing server 200 , the user terminal 300 , and the advertiser terminal 400 .

The input unit 120 may receive various inputs from an administrator who is a user of the advertisement providing server 100 and transmit the received input to the control unit 160 . In particular, the input unit 120 may include a touch sensor, a (digital) pen sensor, a pressure sensor, a key, or a microphone. The touch sensor may use, for example, at least one of a capacitive type, a pressure sensitive type, an infrared type, and an ultrasonic type. The (digital) pen sensor may be, for example, a part of a touch panel or may include a separate recognition sheet. For example, the key may include a physical button, an optical key, or a keypad. The microphone is configured to receive the manager's voice, and may be provided inside the advertisement providing server 100 , but this is only an example, and is provided outside the advertisement providing server 100 to communicate with the advertisement providing server 100 can be electrically connected.

The output unit 130 may provide various screens. For example, the output unit 130 may output an advertisement keyword mapping table, user information, and advertisement campaign information to the manager.

The memory 140 may store commands or data related to at least one other component of the advertisement providing server 100 . In particular, the memory 140 may be implemented as a non-volatile memory, a volatile memory, a flash-memory, a hard disk drive (HDD), or a solid state drive (SSD). The memory 140 is accessed by the controller 160 , and reading/writing/modification/deletion/update of data by the controller 160 may be performed. In the present invention, the term "memory" refers to a memory 140, a ROM (not shown) in the control unit 160, a RAM (not shown), or a memory card (not shown) mounted in the advertisement providing server 100 (eg, micro SD card, memory stick). In addition, programs and data for configuring various screens to be displayed on the display area of the output unit 130 may be stored in the memory 140 .

The power supply unit 150 receives external power and internal power under the control of the control unit 160 to supply power necessary for the operation of each component.

The control unit 160 is electrically connected to the communication unit 110 , the input unit 120 , the output unit 130 , the memory 140 , and the power supply unit 150 to control the overall operation and function of the advertisement providing server 100 . can do. In particular, the controller 160 may provide an online advertisement providing service using various modules stored in the memory 140 . For example, the controller 160 may be a central processing unit (CPU), a graphics processing unit (GPU), or a dedicated processor on which methods according to embodiments of the present invention are performed. .

It will be apparent that various operations on the advertisement providing server 100 described below may be performed under the control of the controller 160 .

FIG. 3 is a diagram for explaining an advertisement table generated by the advertisement providing server according to FIG. 1 .

When the advertisement providing server 100 receives advertisement information including a target medium, advertisement target, advertisement material, etc. from the advertiser terminal 400, the advertisement table 20 may be generated in advance based on the received advertisement information. .

Referring to FIG. 3 , the advertisement table 20 may be a data table defining product fields, product types, advertisement materials, and matching keywords according to advertisement targets.

Here, the product field is a field to which an advertisement target product or service belongs. For example, if a Samsung refrigerator is an advertisement target, it may be a 'home appliance', and if a CGV is an advertisement target, it may be a 'cultural service'.

In particular, the advertisement table 20 includes advertisement materials for each advertisement target. For example, in the case of an advertisement promoting a homepage access event for a Samsung refrigerator, the advertisement material of the advertisement table 20 may be defined as the second advertisement material. As another example, in the case of an advertisement promoting a function or performance of a Samsung refrigerator, the advertisement material of the advertisement table 20 may be defined as the first advertisement material. In addition, the first to fifth advertisement materials corresponding to the advertisement material may refer to the description of FIG. 1 above. In addition, the advertisement material may be defined in the advertisement table 20 by being replaced with a unique identification symbol corresponding to the first to fifth advertisement materials.

Matching keywords may be set and stored in the advertisement table 20 according to advertisement materials as well as advertisement targets, product fields, and product types. For example, the matching keyword for 'Samsung refrigerator' corresponds to 'Samsung' and 'Bespoke', which are keywords corresponding to the Samsung refrigerator, which is an advertisement target, and 'refrigerator', which is a keyword corresponding to the product type, as well as a third advertising material. keywords such as 'connection event', 'benefit', 'samsung.com', etc. may be included. To the same effect, another matching keyword for 'Samsung refrigerator' may include '3 door', '90L', '1st grade', etc. which are keywords corresponding to the second advertisement material.

FIG. 4 is a diagram for explaining a customer group to which a target user belongs by the advertisement providing server according to FIG. 1 .

When the customer base classification criterion information including user text, response text, user information, purchase history, etc. corresponding to the target user is received from the online service providing server 200, the advertisement providing server 100 is based on the customer class classification criterion information Thus, it is possible to determine the customer base to which the target user belongs. Here, the customer layer may include a potential customer, an interest customer that is a deeper layer than the potential customer, a purchasing customer that is a deeper layer than the interested customer, a loyal customer that is a deeper layer than the purchasing customer, and a promotional customer that is a deeper layer than the loyal customer. The deeper the hierarchy, the more loyal customers can be classified.

A potential customer is a customer for the first advertisements corresponding to the product field or type of interest in light of user information or user text, and has not yet directly touched the advertisement target of the first advertisements, or has not experienced online interaction. It could be a customer you've never had. Here, the online interaction may mean a case where there is user text or response text related to an advertisement target, or feedback such as 'selection' of an advertisement related to an advertisement target. A potential customer may recognize and interact with a specific advertisement target by being provided with a target advertisement. Accordingly, potential customers may be converted into interested customers by receiving targeted advertisements.

The interested customer is a customer class corresponding to second advertisements that have directly touched an advertisement target among the first advertisements, among potential customers, and may be a customer who has interacted with an advertisement target of the second advertisements. . The interested customer may even purchase the advertisement target of the second advertisement in which he was interested by receiving the target advertisement. Accordingly, the interested customer may be converted into a purchasing customer by receiving the target advertisement.

The purchasing customer is a customer group corresponding to the third advertisements that have directly purchased the advertisement object among the second advertisements among interested customers, and is a user text (or response text) or may be a customer with a purchase history through an external sales server or the like. The purchasing customer may repurchase a specific advertisement object that has already been purchased by being provided with the target advertisement. Accordingly, the purchasing customer may be converted into a loyal customer by receiving the targeted advertisement.

The loyal customer is a customer group corresponding to the fourth advertisements that have repurchased the advertisement object among the third advertisements among purchasing customers. It may be a customer who has a purchase history of two or more purchases for an advertisement target through a sales server or the like. Loyal customers are customers who have already repurchased the target advertisement, so they can promote the target advertisement to the outside by receiving the target advertisement. Accordingly, the loyal customer may be converted into a promotional customer by receiving the targeted advertisement.

The promotion customer is a customer group corresponding to the fifth advertisements that have been externally promoted for the advertisement object among the fourth advertisements among loyal customers, and is a customer who has a user text (or response text) promoting a specific advertisement object. can be Promotion customers receive not only the advertisement target they promoted, but also target advertisements corresponding to product categories and similar product types similar to the target advertisement target, so that they can have a deeper hierarchy (layer located at the bottom of the drawing) for similar advertisement targets. ) can be moved to

As such, in one embodiment of the present invention, the target user who will be provided with the first advertisements with limited product field or type is classified into a layer from a potential customer to a promotional customer, and a layer to which the target user belongs is located further below. Target advertisements are selected in detail based on the advertisement material so that they can be moved to the target user and provided to the target user.

Specifically, in the case of advertisements corresponding to the first advertising material in an embodiment of the present invention, it may be provided to all customers classified from potential customers to deeper promotional customers. That is, in the case of the first advertising material, since it relates to a function or description of a company, product, or service, it can be provided to all customers without limiting the customer base.

Also, in an embodiment, advertisements corresponding to the second advertising material may be provided to customers classified as potential customers. In other words, since the second creative is an advertisement that induces actions (access, subscription, etc.) related to a specific advertisement target, it is possible to convert potential customers into interested customers by providing targeted advertisements about the second creative to potential customers. have.

Also, in an embodiment, advertisements corresponding to the third advertising material may be provided to customers classified as interested customers. That is, since the third creative is an advertisement that induces a direct purchase related to a specific advertisement target, at least a target advertisement related to the third creative is provided to interested customers who are interested in a product or service, thereby converting interested customers into purchasing customers. can be converted to

Also, in an embodiment, advertisements corresponding to the fourth advertising material may be provided to customers classified as purchasing customers, loyal customers, or promotional customers. That is, in the case of the fourth creative, since it is an advertisement that induces repurchase related to a specific advertisement target, by providing a target advertisement about the fourth creative to at least a purchasing customer, loyal customer, or promotional customer who has purchased a product or service , convert buying customers into loyal customers, keep loyal customers into loyal customers through constant repurchase, or allow promotional customers to remain more than loyal customers.

Also, in an embodiment, advertisements classified as the fifth advertising material may be provided to customers classified as loyal customers or promotional customers. That is, in the case of the fifth creative, since it is an advertisement that induces external public relations related to a specific advertisement target, by providing targeted advertisements related to the fifth creative only to loyal customers or promotional customers who have repurchased at least products or services, While the rewards according to the promotion can be focused on loyal customers or promotional customers, it is possible to prevent the target advertisement from being received by customer groups (potential customers ~ purchasing customers) who may have a sense of objection to external promotions. In this way, it is possible to convert loyal customers into promotional customers, or to ensure that promotional customers remain as promotional customers.

Combining the above-described first to fifth advertisements and advertisement materials corresponding to customer groups, advertisements can be provided as follows.

That is, the advertisement providing server 100 may provide advertisements corresponding to the first advertisement material and the second advertisement material among the first advertisements to the target user classified as a potential customer.

The advertisement providing server 100 may provide advertisements corresponding to the first advertisement material and the third advertisement material among the second advertisements to the target user classified as an interested customer.

The advertisement providing server 100 may provide advertisements corresponding to the first advertisement material and the fourth advertisement material among the third advertisements to a target user classified as a purchasing customer.

The advertisement providing server 100 may provide advertisements corresponding to the first advertisement material, the fourth advertisement material, and the fifth advertisement material among the fourth advertisements to the target user classified as a loyal customer.

The advertisement providing server 100 may provide, among the fifth advertisements, advertisements corresponding to the first advertisement material, the fourth advertisement material, and the fifth advertisement material to the target user classified as a promotional customer. At this time, in the case of the publicity customer, the advertisement target of the fifth advertisement and the type and product field of the product are regarded as potential customers for the sixth advertisements corresponding to the similar advertisement target, and among the sixth advertisements, the first advertisement material and the second advertisement material are considered. An advertisement corresponding to the advertisement material may be additionally provided to the promotional customer. Through this, promotional customers can be incorporated as new potential customers for similar advertisement objects, and can be converted into loyal customers through targeted advertisements ranging from broader product fields and product types.

5 to 7 are flowcharts illustrating detailed operations of an advertisement providing server according to an embodiment of the present invention.

Referring to FIG. 5 , the advertisement providing server 100 may first select first advertisements from among a plurality of advertisements with reference to customer class classification criterion information ( S100 ).

That is, in step S100, the advertisement providing server 100 selects a product field and product type based on user information such as the user's age group, marital status, occupation or workplace, hometown or school, and user text and response text, The first advertisements may be selected by filtering the advertisements defined in the advertisement table 20 with advertisements corresponding to the selected product field and product type.

The advertisement providing server 100 may classify the target user as a potential customer for the selected first advertisements (S110).

On the other hand, for some of the first advertisements, since the target user may correspond to a deeper customer group than the potential customer, the advertisement providing server 100, the second advertisements with interaction with the target user among the first advertisements It can be determined whether it exists (S120).

That is, if there are second advertisements in step S120 , the advertisement providing server 100 may select second advertisements with which the target user has interacted among the first advertisements with reference to the user text and the response text.

For example, the advertisement providing server 100 extracts keywords from the user text and the response text, searches the advertisement table 20 for matching keywords of the second advertisements corresponding to the extracted keywords, and uses the searched matching keywords. It is possible to select second advertisements corresponding to the first advertisements from among the first advertisements.

The advertisement providing server 100 may classify the target user as a customer interested in the selected second advertisements (S130).

Referring to FIG. 6 , the advertisement providing server 100 may determine whether there are third advertisements corresponding to the advertisement target purchased by the target user from among the second advertisements ( S140 ).

That is, in step S140 , the advertisement providing server 100 may select, from among the second advertisements, third advertisements corresponding to the advertisement target purchased by the target user with reference to the purchase history.

The advertisement providing server 100 may classify the target user as a purchasing customer for the selected third advertisements (S150).

Meanwhile, the advertisement providing server 100 may determine whether there are fourth advertisements corresponding to the advertisement target repurchased by the target user from among the third advertisements ( S160 ).

That is, in step S160 , the advertisement providing server 100 may select, from among the third advertisements, fourth advertisements corresponding to the advertisement target repurchased by the target user with reference to the purchase history. The advertisement providing server 100 may classify the target user as a loyal customer for the selected fourth advertisements (S170).

Referring to FIG. 7 , the advertisement providing server 100 may determine whether there are fifth advertisements corresponding to the advertisement target promoted by the target user among the fourth advertisements ( S180 ).

In step S180, the advertisement providing server 100 extracts keywords from the user text and the response text, searches the advertisement table 20 for matching keywords of the fourth advertisements corresponding to the extracted keywords, and sets the searched matching keywords in advance. Fifth advertisements corresponding to more than a set number may be selected from among the fourth advertisements. That is, when the keywords of the user text and the response text written by the target user overlap the matching keyword by a preset number or more, the advertisement providing server 100 may determine that there is an intention to promote the corresponding advertisement target.

The advertisement providing server 100 may classify the target user as a promotional customer for the selected fifth advertisements (S190).

That is, the advertisement providing server 100 classifies the target user as a potential customer with respect to the first advertisements, and classifies the target user as an interest customer for the second advertisements among the first advertisements, and among the second advertisements. For the third advertisements, the target user is classified as a purchasing customer, for the fourth advertisements among the third advertisements, the target user is classified as a loyal customer, and for the fifth advertisements among the fourth advertisements, the target user is promoted. can be classified as customers.

When the classification is completed, the advertisement providing server 100 may select the target advertisement by changing the advertisement material according to the customer class into which the target user is classified (S200).

Specifically, in step S200 , the advertisement providing server 100 may select advertisements corresponding to the first advertisement material and the second advertisement material among the first advertisements in which the target user is classified as a potential customer as target advertisements.

Specifically, in step S200 , the advertisement providing server 100 may select advertisements corresponding to the first advertisement material and the third advertisement material among the second advertisements for which the target user is classified as an interested customer as the target advertisement.

Specifically, in step S200 , the advertisement providing server 100 may select, as target advertisements, advertisements corresponding to the first advertisement material and the fourth advertisement material among the third advertisements for which the target user is classified as a purchasing customer.

Specifically, in step S200, the advertisement providing server 100 converts advertisements corresponding to the first advertisement material, the fourth advertisement material, and the fifth advertisement material among the fourth advertisements for which the target user is classified as a loyal customer, as target advertisements. can be selected

Specifically, in step S200, the advertisement providing server 100 converts advertisements corresponding to the first creative material, the fourth creative material, and the fifth advertisement material among the fifth advertisements for which the target user is classified as a promotional customer, as a target advertisement. can be selected In particular, the advertisement providing server 100 targets advertisements corresponding to the first advertisement material and the second advertisement material from among the sixth advertisements corresponding to advertisement objects having similar product types and product fields to the advertisement objects of the fifth advertisements. can be additionally selected.

The advertisement providing server 100 may provide the selected target advertisement to the user terminal of the target user (S210).

8 and 9 are diagrams for explaining the user text 30 and the response text 31 according to an embodiment.

First, FIG. 8 shows a user text 30 and a response text 31 of a messenger service.

In the messenger service according to an embodiment, a chatting message input by a user may be set as the user text 30 , and reply messages 31-1, 31-2, and 31-3 to the chatting message may be set as the response text 31 . .

The control unit 160 may set all response messages 31-1, 31-2, 31-3 to the user's chatting message 30 as the response text 31, and only response messages corresponding to the preset criteria It can also be set as response text 31 .

The control unit 160 of an embodiment may set only the response messages 31-1 and 31-2 input within a preset time (eg, 10 minutes) as the response text 31 , and may set a preset time from the user text 30 . Only the response messages 31-1 up to the order (eg, the first) may be set as the response text 31 .

And, FIG. 9 shows the user text 30 and the response text 31 of the SNS service.

In the SNS service according to an embodiment, the SNS post written by the user may be set as the user text 30 , and the comments 31-1, 31-2, and 31-3 on the SNS post may be set as the response text 31 .

Similarly, the control unit 160 may set all the comments 31-1, 31-2, 31-3 to the user's SNS post 30 as the response text 31, and only the comments corresponding to the preset criteria It can also be set as response text 31 .

The control unit 160 of an embodiment sets only the comments (31-1, 31-3) of the user who has a friend relationship with the user who uploaded the SNS post 30 to the online service providing server 200 as the response text 31 can

The controller 160 may extract keywords by analyzing the user text 30 and the response text 31 .

First, the controller 160 may extract keywords from the user text 30 and the response text 31 using at least one of a word separator (not shown) and a morpheme analyzer (not shown).

The word breaker and stemmer of an embodiment perform linguistic analysis on the user text 30 and the response text 31 . Specifically, the word breaker may find a boundary between words included in the user text 30 and the response text 31 , and the morpheme analyzer may extract a word by analyzing a verb change. Through this process, the controller 160 may extract words from the user text 30 and the response text 31 .

In addition, the controller 160 may extract (or select) at least some of the extracted words as keywords according to a preset criterion. For example, the controller 160 may select a keyword according to the number of exposures of the extracted word. In the user text 30 and the response text 31, the more exposed the word, the more closely related to the user's topic of interest. Accordingly, the controller 160 may recognize a word in the user text 30 and the response text 31 , count the number of exposures of each recognized word, and select only the word exposed more than a predetermined number of times as a keyword.

The predetermined number of times serving as a keyword selection criterion according to an embodiment may be arbitrarily set by an administrator or may be arbitrarily set by an advertiser. Also, the predetermined number of times may be set differently according to words. For example, a high-importance word may be selected as a keyword even when exposed only once, but a low-importance word may be selected only when exposed three or more times. In addition, it can be set so that a predetermined word is not selected regardless of the number of exposures. The criterion for judging the importance may be a season, weather, a social topic, or the like. For example, in winter, the importance of words related to winter, such as ski and board, may be set to be high, and during an election period, the importance of words related to elections, such as a presidential election and a presidential candidate, may be set to be high.

For example, in FIGS. 8 and 9 , the keyword 'CGV' may be extracted from the user B's response text 31-1. Based on the extracted keyword 'CGV', the advertisement providing server 100 may be classified as potential customers for the first advertisements in which the product field is 'cultural service' and the product type is 'movie theater' based on the extracted keyword 'CGV'. .

In the following, users A to D are primarily classified as potential customers for the first advertisements (for example, all movie theaters such as CGV and MEGABOX) where the product field is 'cultural service' and the product type is 'cinema' explained on the premise that

10 to 12 are diagrams illustrating screens for outputting a target advertisement to a target user according to an exemplary embodiment.

Referring to FIG. 10 , if user B is classified as a potential customer, user B may be converted to an interested customer by inducing interest (or interest) in the product or service of the CGV, so that user B may display the first advertisements. Among the advertisement materials, advertisements corresponding to the first advertisement material may be provided as target advertisements.

For example, as shown in FIG. 10 , user B may be provided with a target advertisement 40 corresponding to a first advertisement material promoting 'the brand itself for CGV'.

On the other hand, if user C is also classified as a potential customer for the first advertisement, and it is determined that user C has interacted with CGV-related advertisements among the first advertisements, user C is associated with CGV among the first advertisements. The related second advertisements may be classified as interested customers.

Accordingly, in this case, as shown in FIG. 11 , user C may be provided with a target advertisement 40 corresponding to a reward advertisement material (second advertisement material) that induces to install the CGV application among the second advertisements.

In addition, user D is classified as a potential customer for the first advertisements, and is classified as an interest customer because of interaction with the second advertisements related to CGV among the first advertisements, and the third advertisements among the second advertisements When it is determined that user D has a history of purchasing a corresponding advertisement target, user D may be classified as a purchase customer for the third advertisements.

Accordingly, in this case, as shown in FIG. 12 , user D receives a target advertisement 40 corresponding to a movie reservation reward advertisement material (third advertisement material) that can induce user D's direct purchase among the third advertisements. can

The above-described operation method of the advertisement providing server 100 may be collectively referred to as an online advertisement providing method.

The steps of a method or algorithm described in relation to an embodiment of the present invention may be implemented directly in hardware, as a software module executed by hardware, or by a combination thereof. A software module may contain random access memory (RAM), read only memory (ROM), erasable programmable ROM (EPROM), electrically erasable programmable ROM (EEPROM), flash memory, hard disk, removable disk, CD-ROM, or It may reside in any type of computer-readable recording medium well known in the art to which the present invention pertains.

As mentioned above, although embodiments of the present invention have been described with reference to the accompanying drawings, those skilled in the art to which the present invention pertains can realize that the present invention can be embodied in other specific forms without changing its technical spirit or essential features. you will be able to understand Therefore, it should be understood that the embodiments described above are illustrative in all respects and not restrictive.

Claims (5)

Receiving advertisement information including a target medium, an advertisement target, and an advertisement material from an advertiser terminal;
generating an advertisement table defining a product field, product type, advertisement material, and matching keyword according to the advertisement target based on the advertisement information;
Corresponding to a target user who will provide an advertisement, and receiving, from an online service providing server, customer base classification information including user text, response text, user information, and purchase history;
determining, with respect to a plurality of advertisements, a customer group to which the target user belongs as one of a potential customer, an interested customer, a purchasing customer, a loyal customer, and a promotional customer based on the customer group classification criterion information;
selecting at least one target advertisement among the advertisements by differently selecting advertisement materials according to the determined customer base; and
Transmitting the selected at least one target advertisement to the user terminal of the target user through the online service providing server,
The advertising material is
a first advertising material to promote the company, brand, product or service itself, or to promote the performance or function of the product or service;
a second advertising material that induces the installation of applications related to goods or services or access to the homepage and provides rewards;
Third-party advertising materials that provide benefits when purchasing goods or services;
a fourth advertising material that provides benefits for repurchasing goods or services or for preferential customers; and
5th creatives that provide benefits when you leave a review about a product or service or advertise to a third party;
The determining step is
selecting the product field and the product type based on user information including the target user's age group, marital status, occupation or workplace, and origin or school, the user text, and the response text;
selecting first advertisements by filtering the advertisements defined in the advertisement table with advertisements corresponding to the selected product field and product type; and
classifying the target user as a potential customer for the first advertisements;
Classifying the target user includes:
If there are second advertisements having online interaction with the target user among the first advertisements, classifying the target user as a customer interested in the second advertisements;
If there are third advertisements corresponding to the advertisement target purchased by the target user among the second advertisements, classifying the target user as a purchasing customer for the third advertisements;
If there are fourth advertisements corresponding to the advertisement target repurchased by the target user among the third advertisements, classifying the target user as a loyal customer for the fourth advertisements;
If there are fifth advertisements corresponding to an advertisement target promoted by the target user among the fourth advertisements, classifying the target user as a promotional customer for the fifth advertisements. delete delete delete delete

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