KR20130025235A - System and method for advertisement - Google Patents

System and method for advertisement Download PDF

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Publication number
KR20130025235A
KR20130025235A KR1020110088639A KR20110088639A KR20130025235A KR 20130025235 A KR20130025235 A KR 20130025235A KR 1020110088639 A KR1020110088639 A KR 1020110088639A KR 20110088639 A KR20110088639 A KR 20110088639A KR 20130025235 A KR20130025235 A KR 20130025235A
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South Korea
Prior art keywords
advertisement
performance
value
display target
exposure
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KR1020110088639A
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Korean (ko)
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유광진
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주식회사 다음커뮤니케이션
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Priority to KR1020110088639A priority Critical patent/KR20130025235A/en
Publication of KR20130025235A publication Critical patent/KR20130025235A/en

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0254—Targeted advertisements based on statistics
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0263—Targeted advertisements based upon Internet or website rating
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0272—Period of advertisement exposure

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  • Business, Economics & Management (AREA)
  • Strategic Management (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Finance (AREA)
  • Physics & Mathematics (AREA)
  • Economics (AREA)
  • Game Theory and Decision Science (AREA)
  • Marketing (AREA)
  • Entrepreneurship & Innovation (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Theoretical Computer Science (AREA)
  • Probability & Statistics with Applications (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)

Abstract

The advertisement system according to the present invention selects at least one exposure target advertisement among a plurality of advertisements, and determines an exposure target selection unit for determining the exposure rank of the at least one exposure target advertisement and the performance of each of the at least one exposure target advertisement. And a performance evaluation unit for evaluating and displaying the evaluation result on at least one display target advertisement among the at least one exposure target advertisement according to the evaluation result of the performance evaluation unit.

Description

Advertising system and advertising method {SYSTEM AND METHOD FOR ADVERTISEMENT}

The present invention relates to an advertising system and an advertising method.

An internet user may search for a company of interest in a portal site or the like and receive information on the searched company. At this time, the user's search can be performed by variously inputting a keyword related to the interested company. That is, when the user inputs a search word related to the business, the portal site or the like provides the user with a search result list related to the search word input by the user.

In this regard, a search provider such as a portal site utilizes keyword advertisement, which is an advertisement technique for allowing an advertisement of a related company to be exposed by using a search word input by a user.

The plurality of search results according to the search word advertisement are determined to be exposed and the exposure rank according to the contract with the advertiser. Thus, ads exposed to priorities do not contain better information. In such an advertisement service, it is difficult for a user to determine which advertisement is useful for him.

The technical problem to be achieved by the present invention is to provide information that can help the user's selection by displaying the results according to the advertising performance in the advertisement to the user.

An advertisement system according to an embodiment of the present invention, an exposure target selection unit for selecting at least one exposure target advertisement among a plurality of advertisements and determining an exposure rank of the at least one exposure target advertisement, the at least one exposure target advertisement A performance evaluator for evaluating each performance, and a provision unit configured to display the evaluation result on at least one display target advertisement among the at least one exposure target advertisement according to the evaluation result of the performance evaluator and provide the result to the user terminal.

The apparatus may further include a reference setting unit that determines a reference value that is an evaluation standard of the performance evaluation unit.

The reference setting unit may set the reference value for each of the exposure rankings.

The reference setting unit may set the reference value to an average click through ratio (CTR) of all advertisements exposed to the corresponding rank for at least one day.

The reference setting unit may update the reference value at regular intervals.

The performance evaluation unit may evaluate based on a performance value which is an average clickthrough rate (CTR) in the ranking for at least one day of the advertisement.

The performance evaluation unit may calculate a comparison value, which is a value obtained by subtracting the performance value from the reference value, and may evaluate that the performance is high in the order in which the comparison value is high.

The display target selection unit may further include selecting at least one display target advertisement according to an evaluation result of the performance evaluation unit.

The display target selector may select the display target advertisement by adjusting the number of the display target advertisements according to the number of the at least one exposure target advertisement.

The display target selector may select the display target advertisement in the order of the high comparison value.

When the comparison value is the same, the display target selection unit may select the display advertisement target in ascending order of exposure.

The display target selector may select only the advertisement whose comparison value is equal to or greater than a predetermined minimum value as the display target advertisement.

According to another aspect of the present invention, an advertisement method is a method in which an advertisement system performs an advertisement, selecting at least one exposure target advertisement among a plurality of advertisements, and determining an exposure rank of the at least one exposure target advertisement. And evaluating the performance of each of the at least one exposure target advertisement, and displaying the evaluation result on at least one display target advertisement among the at least one exposure target advertisement.

Evaluating the performance may include setting a reference value that is a criterion of the evaluation.

The setting of the reference value may include, for each of the exposure rankings, setting the reference value as an average click through ratio (CTR) of all advertisements exposed to the corresponding ranking during at least one day.

The evaluating of the performance may include calculating, as a comparison value, a value obtained by subtracting a performance value, which is an average clickthrough rate (CTR), of the corresponding advertisement from the reference value for at least one day of the advertisement, and determining that the higher the comparison value, the higher the performance. Can be.

The reference value may be updated at regular intervals.

The method may further include selecting the at least one display target advertisement.

The selecting of the display target advertisement may include selecting the display target advertisement in the order of higher comparison value among the advertisements whose comparison value is equal to or greater than a predetermined minimum value, and in the order of high exposure ranking when the comparison value is the same. And selecting the display target advertisement.

The providing of the evaluation result to the user terminal may include displaying the evaluation result by using at least one of icon display, shading, highlighting, bold, and box display in the at least one display target advertisement. have.

According to an embodiment of the present invention, by displaying the results according to the advertisement performance in the advertisement and providing the result to the user, it is possible to efficiently provide useful advertisements to the user, and benefit from the high-performance advertisement.

1 is a block diagram of an environment in which an advertisement system operates according to an embodiment of the present invention.
2 is a block diagram of an advertising system according to an embodiment of the present invention.
3 is an example of a screen provided by an advertisement system according to an embodiment of the present invention.
4 is a flowchart of an advertisement method according to another embodiment of the present invention.
5 is a block diagram of an advertising system according to another embodiment of the present invention.

DETAILED DESCRIPTION Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art may easily implement the present invention. The present invention may, however, be embodied in many different forms and should not be construed as limited to the embodiments set forth herein. In the drawings, parts irrelevant to the description are omitted in order to clearly describe the present invention, and like reference numerals designate like parts throughout the specification.

Throughout the specification, when a part is said to "include" a certain component, it means that it can further include other components, without excluding other components unless specifically stated otherwise. Also, the terms " part, "" module," and " module ", etc. in the specification mean a unit for processing at least one function or operation and may be implemented by hardware or software or a combination of hardware and software have.

With reference to the drawings will be described in detail with respect to the advertising system and advertising method according to an embodiment of the present invention.

1 is a block diagram of an environment in which an advertisement system operates according to an embodiment of the present invention, FIG. 2 is a block diagram of an advertisement system according to an embodiment of the present invention, and FIG. 3 is an embodiment of the present invention. This is an example of a screen provided by the advertisement system.

The advertisement system 100 receives an advertisement to be provided by the advertiser according to a request of the advertiser terminal 200 used by the advertiser, provides the advertisement to the user terminal 300, evaluates the performance of the advertisement, and provides the evaluation result to the user terminal. Give 300.

Here, the advertiser terminal 200 is a device in which an advertiser connects to and communicates with the advertisement system 100 through a network, for example, a computer, a personal digital assistant (PDA), a mobile communication terminal, and a television (television, Various communication devices such as TV) can be used.

In addition, the user terminal 300 is a device in which a user connects to and communicates with the advertisement system 100 through a network. Like the advertiser terminal 200, various communication devices such as a computer, a personal digital assistant, a mobile communication terminal, and a television are used. Can be.

2, the advertisement system 100 includes an exposure target selecting unit 110, a reference setting unit 120, a performance evaluation unit 130, a display target selecting unit 140, and a providing unit 150. .

The exposure target selection unit 110 receives an advertisement service request from the plurality of advertiser terminals 200 and selects at least one exposure target advertisement from among the plurality of advertisements. In addition, the exposure target selection unit 110 determines the exposure ranking of the at least one exposure target advertisement. The exposure target selection unit 110 may select the exposure target advertisement and the exposure rank in various ways according to the bid and the advertisement condition input by the advertiser terminal 200.

The reference setting unit 120 sets a reference value for evaluating the actual advertisement performance result of the exposure target advertisement selected by the exposure target selection unit 110. The reference setting unit 120 sets a reference value for each exposure ranking. The reference setting unit 120 may set a reference value based on a click through ratio (CTR), and specifically, may set the CTR average of all advertisements that have been exposed to the ranking for at least one day. The reference setting unit 120 may update the reference value set at a predetermined cycle.

The performance evaluation unit 130 evaluates the performance of the exposure target advertisement based on the reference value set by the reference setting unit 120.

In detail, the performance evaluation unit 130 calculates a clickthrough rate in the ranking for at least one day of the corresponding advertisement as a performance value, and determines the comparison value by subtracting the reference value set by the reference setting unit 120 from the performance value. In other words, the higher the value, the higher the performance.

ranking Reference value One 0.1 2 0.07 3 0.05 4 0.03 5 0.01

ranking Performance Comparison One 0.12 0.02 2 0.09 0.02 3 0.04 -0.01 4 0.06 0.03 5 0.03 0.02

Table 1 shows examples of reference values for each of the rankings from 1st to 5th when there are 5 advertisements to be exposed, and Table 2 lists the performance values of each of the advertisements exposed to the 1st to 5th positions. Referring to Table 2, the comparison values of each of the advertisements exposed from the first to fifth positions are 0.02, 0.02, -0.01, 0.03, and 0.02. Therefore, the highest value of comparison of advertisements exposed in the fourth place is considered to be the highest.

The display target selection unit 140 selects a target to display that the performance is excellent among the plurality of exposure target advertisements according to the evaluation result of the performance evaluator 130.

The display target selection unit 140 may select only the advertisements having a minimum value and the comparison value is greater than or equal to the minimum value, and may select a predetermined number of display target advertisements by performing a relative comparison on an advertisement having a comparison value of the minimum value or more. . The display target selector 140 may adjust the number of display target advertisements according to the number of display target advertisements. For example, the display target selection unit 140 may not select a display target when there are one or two exposure target advertisements, and select one display target when there are three target advertisements. In the case of four advertisements, two display objects may be selected. In case of five advertisements, two display objects may be selected.

When the comparison value is the same, the display target selection unit 140 may first select an advertisement having a high exposure ranking as the display target advertisement.

For example, in the case of Table 1 and Table 2, since the display target selection unit 140 has five advertisements to be exposed, the number of display targets may be two. In this case, when the display target selection unit 140 determines that the minimum value is 0.01, the advertisements having a comparison value higher than 0.01 are the 1st advertisement, the 2nd advertisement, the 4th advertisement, and the 5th advertisement. In this case, the 4th ranked ads are selected first for display because they have the highest comparison value. Can be.

The provider 150 may provide the user terminal 200 with an advertisement, along with the advertisement, indicating that the display target advertisement selected by the display target selector 140 has excellent performance. Referring to FIG. 3, when the user terminal 300 inputs a search word 31 of “flower delivery”, the provider 150 provides a search result 32 for “flower delivery” to the user terminal 300. . In this case, the provider 150 may provide an indication 33 of “best” in the display target advertisement, and may display a shade 34 in the display target advertisement. In addition, the provider 150 may provide information for explaining the meaning of the displays 33 and 34 to the user terminal 300.

Although not shown in FIG. 3, the display target selection unit 140 may display the superiority of the advertisement performance in various ways such as various icons, highlight processing, bold and box display, etc. in the display target advertisement.

Now with reference to Figure 4 will be described in detail with respect to the advertising method of the present invention.

4 is a flowchart of an advertisement method according to another embodiment of the present invention.

Referring to FIG. 4, the plurality of advertiser terminals 200 apply for an advertisement service to the advertisement system 100 (S410). That is, the advertiser terminal 200 may apply for an advertisement bid together with its own advertisement and advertisement cost.

Then, the advertisement system 100 selects at least one of the plurality of advertisements requested by the plurality of advertiser terminals 200 as the advertisements to be exposed, and determines the exposure order of the selected advertisements to be exposed (S420).

After that, the advertisement system 100 performs an advertisement (S430). That is, the advertisement system 100 provides the selected exposure target advertisement to the user terminal 300 according to a predetermined exposure ranking.

Subsequently, the advertisement system 100 determines a reference value of the performance evaluation based on the advertisement performance result (S440). For example, the advertisement system 100 may determine, as a reference value, an average clickthrough rate of all advertisements exposed to each impression ranking during at least one day.

Then, the advertising system 100 evaluates the performance of the advertisement (S450). That is, the advertisement system 100 determines the average clickthrough rate of the corresponding rank of at least one day of the advertisement as a performance value, and evaluates the performance of the advertisement by determining a value obtained by subtracting the reference value from the performance value as a comparison value.

The advertisement system 100 selects a display target advertisement to be displayed on the basis of the comparison value that the performance result is excellent (S460).

Subsequently, the advertisement system 100 attaches an indication that the performance result is excellent to the selected display target advertisement and provides it to the user terminal 300 (S470).

As such, in addition to exposing advertisements under an agreement with the advertiser, the performance of the advertisements are evaluated and the results are provided to the user, thereby providing useful advertisement information to the user. Other benefits may be granted. In addition, it is possible to efficiently perform relative evaluation of performance by setting a reference value for each ranking and selecting a target to be displayed accordingly accordingly.

5 is a block diagram of an advertising system according to another embodiment of the present invention.

At least some of the functions of the advertisement system and the advertisement method according to the embodiment of the present invention described above may be implemented in hardware or software coupled to the hardware. Hereinafter, an embodiment in which an advertisement system is coupled to a computer system will be described in detail with reference to FIG. 5.

FIG. 5 is a schematic diagram of an advertisement system 1000 according to another embodiment of the present invention. The exposure target selection unit 110, the reference setting unit 120, the performance evaluation unit 130, and the display target selection unit are described above. Represents a system that can be used to perform at least some of the functions of 140 and provider 150.

Referring to FIG. 5, the advertisement system 1000 may include a processor 1110, a memory 1120, at least one storage device 1130, an input / output (I / O) interface 1140, and a network interface 1150. ).

The processor 1110 may be implemented with a central processing unit (CPU), other chipsets, microprocessors, or the like. The memory 1120 may be a medium such as RAM, such as dynamic random access memory (DRAM), rambus DRAM (RDRAM), synchronous DRAM (SDRAM), static RAM (SRAM), or the like. It can be implemented as. The storage device 1130 may include a hard disk, a compact disk read only memory (CD-ROM), a CD rewritable (CD-RW), a digital video disk ROM (DVD-ROM), a DVD-RAM, and a DVD-RW disk. The optical disk may be implemented as a permanent or volatile storage device such as an optical disk such as a blu-ray disk, a flash memory, or various types of RAM. The I / O interface 1140 also allows the processor 1110 and / or the memory 1120 to access the storage device 1130. The network interface 1150 allows the processor 1110 and / or the memory 1120 to access the network.

In this case, the processor 1110 may perform at least some functions of the functions of the exposure target selecting unit 110, the reference setting unit 120, the performance evaluation unit 130, the display target selecting unit 140, and the providing unit 150. The program command to be implemented is loaded into the memory 1120, and the exposure target selection unit 110, the reference setting unit 120, the performance evaluation unit 130, the display target selection unit 140, and the providing unit 150 are provided. The function may be located in the storage device 1130 to control the operation described with reference to FIGS. 1 to 4.

The processor 1110, the memory 1120, the storage device 1130, the I / O interface 1140 and the network interface 1150 shown in FIG. 5 may be implemented in one computer or distributed in a plurality of computers .

The embodiments of the present invention described above are not implemented only by the apparatus and method, but may be implemented through a program for realizing the function corresponding to the configuration of the embodiment of the present invention or a recording medium on which the program is recorded.

While the present invention has been particularly shown and described with reference to exemplary embodiments thereof, it is to be understood that the invention is not limited to the disclosed exemplary embodiments, It belongs to the scope of right.

Claims (20)

An exposure target selection unit which selects at least one exposure target advertisement from among a plurality of advertisements and determines an exposure rank of the at least one exposure target advertisement;
A performance evaluation unit for evaluating the performance of each of the at least one exposed advertisement, and
The provider to display the evaluation result on at least one display target advertisement of the at least one exposure target advertisement according to the evaluation result of the performance evaluation unit to provide to the user terminal
Advertising system comprising a. In claim 1,
Advertising system further comprises a reference setting unit for determining a reference value that is the evaluation criteria of the performance evaluation unit. In claim 2,
The reference setting unit,
The advertisement system for setting the reference value for each of the exposure ranking. 4. The method of claim 3,
The reference setting unit,
And the reference value is set to an average click through ratio (CTR) of all ads that have been exposed in the ranking for at least one day. 4. The method of claim 3,
The reference setting unit,
Advertising system for updating the reference value at regular intervals. 4. The method of claim 3,
The performance evaluation unit,
An advertising system that evaluates based on a performance value, which is the average clickthrough rate (CTR) in the ranking over the last at least one day of the ad. The method of claim 6,
The performance evaluation unit,
The advertisement system calculates a comparison value which is a value obtained by subtracting the performance value from the reference value, and evaluates that the performance is high in the order in which the comparison value is high. In claim 7,
And a display target selection unit configured to select the at least one display target advertisement according to the evaluation result of the performance evaluation unit. 9. The method of claim 8,
The display target selection unit,
And adjusting the number of the display target advertisements according to the number of the at least one target advertisement. 9. The method of claim 8,
The display target selection unit,
The advertisement system for selecting the display target advertisement in the order of the high comparison value. 11. The method of claim 10,
The display target selection unit,
And when the comparison value is the same, select the display advertisement target in the order of the high exposure order. 9. The method of claim 8,
The display target selection unit,
An advertisement system for selecting only advertisements whose comparison value is greater than or equal to a predetermined minimum value as the display target advertisement. The way in which the advertising system performs advertising,
Selecting at least one target advertisement from among the plurality of advertisements,
Determining an impression rank of the at least one target advertisement,
Evaluating the performance of each of the at least one exposed advertisement, and
Displaying the evaluation result on at least one display target advertisement among the at least one display target advertisement and providing the result to the user terminal
Advertising method comprising a. In claim 13,
Evaluating the performance,
Setting a reference value which is a criterion for the evaluation;
Advertising method comprising a. The method of claim 14,
The setting of the reference value
For each of the exposure rankings, setting the reference value as an average click through ratio (CTR) of all ads exposed to the ranking for at least one day. 16. The method of claim 15,
Evaluating the performance,
Calculating a value obtained by subtracting a performance value, which is an average clickthrough rate (CTR) in the ranking, from the reference value for at least one day of the advertisement as a comparison value, and determining that the higher the comparison value, the higher the performance.
Advertising method comprising a. The method of claim 14,
The reference value is updated at regular intervals. The method of claim 14,
And selecting the at least one display target advertisement. The method of claim 18,
Selecting the display target advertisement,
Selecting the display target advertisement in the order of the comparison value being higher among the advertisements whose comparison value is equal to or greater than a predetermined minimum value, and selecting the display target advertisement in the order of the exposure ranking when the comparison value is the same.
Advertising method comprising a. The method of claim 13, wherein displaying the evaluation result and providing the result to the user terminal comprises:
And displaying the evaluation result on the at least one display target advertisement using at least one of icon display, shading, highlighting, bold and box display.
KR1020110088639A 2011-09-01 2011-09-01 System and method for advertisement KR20130025235A (en)

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