KR20170102673A - Method and computer program for providing advertisement dynamically using scenario - Google Patents

Abstract

A method for providing a dynamic advertisement using a scenario and a computer program thereof are disclosed. The method for providing a dynamic advertisement using a scenario according to the present invention includes the steps of: generating a plurality of scenarios including one or more advertisement messages; obtaining personal information of an advertisement receiver; determining one among the plurality of scenarios as a scenario to be provided to the advertisement receiver according to the personal information of the advertisement receiver; and successively transmitting the one or more advertisement messages included in the scenario to the advertisement receiver according to a preset period and changing the scenario or advertisement message to be provided to the advertisement receiver into another scenario or advertisement message according to the feedback of the advertisement receiver which is collected while successively transmitting the one or more advertisement messages. Accordingly, the present invention can improve an advertisement effect.

Description

[0001] The present invention relates to a method and a computer program for providing a dynamic advertisement using a scenario,

The present invention relates to an advertisement providing method for periodically sending an advertisement message.

As the Internet and smartphones become popular, commercials using short messaging service (SMS) or long messaging service (LMS) are widely used as means of promoting companies and products.

However, the existing advertisement sending site or advertisement solution uses a method of increasing the exposure of the advertisement by sending a plurality of advertisements to a plurality of advertisement recipients, so that it is difficult to reflect the tendency or the condition of the recipient of the advertisement, There is a problem in that the advertising effect is insignificant because the recipient of the advertisement repeatedly receives the annoyance and it is difficult for the recipient of the optical signal to induce the interest.

SUMMARY OF THE INVENTION The present invention has been made to solve the above-mentioned problems of the prior art, and it is an object of the present invention to provide an advertisement method for periodically sending a story-oriented advertisement .

In addition, the present invention is to provide an advertisement method having a high probability of being connected to an actual purchase by dynamically changing an advertisement sending strategy according to personal information or feedback of an ad recipient.

According to an aspect of the present invention, there is provided a method of providing a dynamic advertisement using a scenario, the method comprising: generating a plurality of scenarios including at least one advertisement message; Acquiring personal information of an ad recipient; Determining one of the plurality of scenarios as a scenario to be provided to the ad recipient according to the personal information of the ad recipient; Sequentially sending one or more advertisement messages included in the determined scenario to the ad recipient in accordance with a predetermined period of time, in accordance with the feedback of the ad receiver collected during the sequential sending of the one or more advertisement messages, And changing the scenario or advertisement message to be provided to another.

The scenario generating step may include receiving and setting a shipping condition and a shipping cycle of the scenario.

The scenario determination step may include: providing a self-diagnosis page to the terminal of the advertisement receiver; Generating a self-diagnosis result of the advertisement receiver; And determining a scenario to be provided according to the self-diagnosis result.

The scenario determination step may include determining a scenario to be provided using information of at least one of age, occupation, sex, and an area of interest of the ad recipient.

Wherein the changing step includes analyzing at least one of a type of feedback collected from the advertisement receiver, a content of the feedback, and a feedback count, and analyzing at least one of a scenario, a dispatch cycle, And a step of modifying

Wherein the changing step analyzes at least one of whether or not to receive the sent advertisement message, whether the advertisement receiver has clicked the link included in the received advertisement message, and the time of staying on the page after clicking the link, And changing the scenario or advertisement message to be provided.

The changing step may include changing a scenario or an advertisement message to be provided to the ad recipient according to an answer of an ad recipient for a question included in the sent advertisement message.

According to the present invention, it is possible to send an advertisement according to the tendency or preference of each recipient of an advertisement and to tailor the advertisement according to the situation, so that there is an effect that an effective advertisement having a high probability of being connected to a substantial purchase is possible.

1 is a diagram for explaining a network configuration of a dynamic advertisement providing system according to an embodiment of the present invention.
2 is a functional block diagram illustrating a configuration of a dynamic advertisement server according to an embodiment of the present invention.
3 is a flowchart illustrating a dynamic advertisement providing method according to an exemplary embodiment of the present invention.
4 is a flowchart illustrating a method of dynamically adjusting an advertisement scenario according to an embodiment of the present invention.
FIG. 5 illustrates a member management screen of a dynamic advertisement providing service according to an exemplary embodiment of the present invention.
FIG. 6 illustrates an example of a screen for inquiring advertisement shipping history according to an embodiment of the present invention.
FIG. 7 illustrates a scenario setting screen according to an embodiment of the present invention.

The terms used in this specification will be briefly described and the present invention will be described in detail.

While the present invention has been described in connection with what is presently considered to be the most practical and preferred embodiment, it is to be understood that the invention is not limited to the disclosed embodiments. Also, in certain cases, there may be a term selected arbitrarily by the applicant, in which case the meaning thereof will be described in detail in the description of the corresponding invention. Therefore, the term used in the present invention should be defined based on the meaning of the term, not on the name of a simple term, but on the entire contents of the present invention.

When an element is referred to as "including" an element throughout the specification, it is to be understood that the element may include other elements, without departing from the spirit or scope of the present invention. The term " means ", "part "," module ", etc. in the specification means units for processing at least one function or operation, Lt; / RTI >

Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art can easily carry out 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 order to clearly illustrate the present invention, parts not related to the description are omitted, and similar parts are denoted by like reference characters throughout the specification.

1 is a diagram for explaining a network configuration of a dynamic advertisement providing system according to an embodiment of the present invention.

The dynamic advertisement server 120 sends a customer-customized advertisement that maximizes the advertisement effect according to the tendency or preference of each ad recipient using the scenario. The dynamic advertisement server 120 sends the advertisement advertisement terminal 110, 111, And communicates with the terminal 140 and the web server 130. In addition, the dynamic advertisement server 120 supports advertisement and customer management through the advertiser terminal 140 or an administrator terminal (not shown).

The advertisement receiver terminals 110 and 111 are implemented in the form of a mobile phone such as a smart phone, a landline phone, a computer, and the like. The LMS (Long Message Service), SMS (Short Message Service) , E-mail, instant messenger, and the like.

The advertiser terminal 140 collects customer information to be sent to the advertisement server 120 and provides the collected information to the advertisement server 120. The advertiser terminal 140 accesses the advertisement server 120 to manage the scenario and advertisement message management, And is a terminal used for performing. According to an embodiment, the manager of the advertisement server 120 may perform the management directly.

The web server 130 is a server for supporting information that each advertiser wants to provide to customers, and when the advertisement receiver clicks a link included in the advertisement message, the web server 130 is connected to a page provided by the web server 130 . The web server 130 may be implemented together with the advertisement server 120 or may be implemented as a separate external server.

The network 100 is not limited to any one type of communication method. Although the network 100 is shown in FIG. 1 as one unit, according to an embodiment, another network can be used for transmitting / receiving information between the devices. For example, the dynamic advertisement server 120 sends advertisement messages to the advertisement receiver terminals 110 and 111 through the mobile communication network, and the Internet network can be used to communicate with the advertiser terminal 140 or the web server 130.

FIG. 2 is a functional block diagram illustrating a configuration of a dynamic advertisement server 120 according to an exemplary embodiment of the present invention. FIG. 3 is a flowchart illustrating a dynamic advertisement providing method of the dynamic advertisement server 120. Referring to FIG.

The dynamic advertisement server 120 is a computing system having a processor and a memory. The controller 210 is a component corresponding to the dynamic advertisement service program executed by the processor and the processor. The database 220 includes various It is a component for storing and managing data.

The scenario generating unit 211 generates a plurality of scenarios according to user's data input and manipulation, and each scenario includes one or more advertisement messages (S302). The advertisement messages constituting one scenario include information directly or indirectly related to a product or service (hereinafter, referred to as a publicity object) that the advertiser wants to promote, and are information having an organic relation with each other. For example, the advertising messages constituting one scenario constitute a story, and the recipient of the advertisement is persuaded by reading them one by one.

At the end of the scenario, you can configure the scenarios so that specific announcements or contacts about the promoted objects are exposed. For example, suppose that an advertisement message containing useful information about skin care is sent in sequence, assuming that the ad recipient has been fully persuaded at the end of the scenario, and the final advertisement message in the scenario includes specific promotions .

Each scenario can be configured to have multiple branches. That is, instead of sending the advertisement messages included in the scenario in an orderly manner, it is possible to set a branch point in at least a part of the advertisement message, to collect user's feedback at each branch point, A branch condition may be set to branch to a message or other scenario to continue advertising delivery.

For example, each ad message may include a personalized link that identifies who the recipient is by clicking on the link, which ad recipient clicked on the link, or how long the ad has accessed the website via the link Can be understood. The advertisement message to be branched, that is, the advertisement message to be transmitted next time, can be determined according to the feedback information thus identified.

The personal information obtaining unit 212 obtains the personal information of the ad recipient (S304). Basic personal information may be obtained from the advertiser terminal 140, and information about the characteristics of the optical receiver, which is obtained by analyzing the feedback of the advertisement receiver collected during the advertisement providing process, will be included in the personal information.

The scenario determining unit 213 determines a scenario to be provided to one or more of the plurality of scenarios according to the personal information of the ad recipient (S306). For example, it matches scenarios in which the maximum advertising effect can be generated according to information such as the age, sex, occupation, and field of interest of the recipient of the advertisement.

Since providing information according to the interests of the recipient of the advertisement can be less effective and less effective than promoting information directly to the recipient, it is important to understand why I should help African children, why they should be vaccinated in advance, It is desirable to generate a scenario of the advertisement messages so that the interesting story including useful information such as whether the food intake of the diet is good for health and finally to purchase the advertisement object of the advertiser.

The advertisement sending unit 214 sequentially sends one or more advertisement messages included in the scenario to the ad recipient according to a predetermined period, and the feedback collecting unit 215 receives a link click of the ad recipient through the sent advertisement message, And feedback information of an ad recipient such as an online / offline consultation with a recipient of the advertisement of the advertisement message.

In addition, the dynamic adjustment unit 216 analyzes the feedback of the ad recipient and dynamically adjusts the advertisement sending strategy for the corresponding ad recipient according to the analysis result (S308). According to the dynamic adjustment, the scenario or the advertisement message to be provided to the ad recipient may be changed to another according to the feedback of the ad receiver collected during the sequential sending of the advertisement messages according to the initially determined scenario.

4 is a flowchart illustrating a method of dynamically adjusting an advertisement scenario according to an embodiment of the present invention.

Referring to FIG. 4, a first advertisement message included in a scenario determined for each ad recipient is sent (S402). If the feedback is received (S404), the flow advances to step S406. If there is no feedback from the advertisement receiver (S404), the next advertisement message is sent according to the advertisement period (S412).

When the feedback is received, it is determined whether to change the advertisement sending strategy for the corresponding ad recipient according to the type, content, and / or frequency of the feedback (S406). The types of feedback include link clicking, information input, and online consultation through advertisement messages. In the case of advertisement sending using a method of confirming whether an instant message or mail is received, whether or not the advertisement is received may be included in the feedback .

The change of the advertisement sending strategy may include a branch to another scenario, a branch to another advertisement message in the same scenario, an advertisement message including a specific content, a change of the advertisement message dispatch cycle, and the like.

If it is determined that the advertisement distribution strategy is changed by meeting the predetermined condition as a result of the feedback analysis, the advertisement is sent to another scenario or advertisement message according to the changed advertisement sending strategy (S408). Dynamically changing the collection of feedback and thus the ad delivery strategy can be continuously performed during the ad delivery period.

For example, if an advertisement message about a publicity object A is sent to a recipient of the advertisement, if feedback on the publicity message B indicates that there is more interest in the publicity object B, the scenario is changed to a scenario for the publicity object B, And the like.

As another example, when the recipient of the advertisement clicks the link included in the advertisement message and stays on the connected web page for a predetermined time or more, the advertisement receiver judges that the advertiser is interested in the promoted object and includes the indirect information of the scenario It is possible to omit the series of advertisement messages and send out the advertisement message including specific information for purchasing the advertisement object.

Another example is that an ad recipient who clicks on a link every time he receives an advertisement message identifies it as a type that shows an active interest but is disgusted by his personality or very quickly and sends an advertisement message every hour The advertisement message sending period can be shortened.

As another example, if the field included in the advertisement message indicates that the advertisement message is not useful, the strategy may be changed to provide the advertisement by changing to a scenario for another promoted object.

As another example, for an ad recipient who has applied for an online consultation by viewing an advertisement, the advertisement sending strategy can be changed by sending the last advertisement message in the scenario specifically specifying the price and the purchase method of the advertisement object.

As another example, for an ad recipient who does not receive an advertisement message at all in one scenario, stopping the provision of the scenario may be a method that does not increase the objectivity of the publicity object, and after a certain period of time, And to change the strategy to send out.

Another example is that if the feedback is in the middle and the feedback is weak, it may be that you missed the advertisement message, so instead of sending the next advertisement message in the scenario, you can send the originally sent advertisement messages from the beginning, You can change your advertising strategy by sending it back from where you lost it.

As another example, for an ad recipient who does not continue to receive the advertisement message, the advertisement message may be sent to another contact or contact method of the corresponding ad recipient. When the user does not receive the advertisement message through the instant messenger, the advertisement message is changed by LMS or e-mail.

As another example, when the recipient of the advertisement clicks the link included in the advertisement message continuously for a predetermined number of times or more and connects to the web server, or if the residence time on the web page is longer than a predetermined time, In the case of searching, it is determined that there is a lot of interest in the publicity target, so that it is possible to send an advertisement about the publicity object or a branch directly to the advertisement message directly included in the contact. The recipient of the advertisement inquires related information on the pages linked by the link through the advertisement message received on the smartphone and then receives specific information about the promoted object, so that the probability of the actual purchase will be high.

As another example, it is possible to change the advertisement strategy by searching for and selecting other scenarios corresponding to the link that the recipient clicks on as a keyword, and providing other selected scenarios to the corresponding advertisement recipient.

As another example, it may be possible to branch out to the appropriate scenario or advertisement message according to the answer of the recipient of the ad for the question contained in the advertisement message.

FIG. 5 illustrates a member management screen of a dynamic advertisement providing service according to an exemplary embodiment of the present invention.

The dynamic advertisement server 120 provides a user interface for a dynamic advertisement providing service and the user (advertisement manager) can access the corresponding management page after authenticating the usage right through the advertiser terminal 140 or the terminal of the advertisement agency .

5, the management page includes a member management menu 500 for managing the personal information of the recipients of the advertisement, a usage history menu 520 for managing the distribution history of the LMS message, a charge for sending the LMS message A charge menu 530 for managing advertisement scenarios, and an LMS setup menu 540 for managing advertisement scenarios.

The name 502, the ID 503, the mobile phone number 504, the self-diagnosis result 505, the LMS scenario 506, and the date of dispatch start of the advertisement receiver 501 through the member management menu 501 Input, modification, and deletion of information such as a transmission period 507, a shipping cycle 508, a shipping status 509, a reservation status 510, a feedback status 511, and the like.

The embodiment of FIG. 5 is an example of the case where the advertiser is a hospital. When the recipient subscribes to the advertiser's homepage, a self-diagnosis page is provided to allow the self-diagnosis of the health condition and the self-diagnosis result (505) is managed as personal information. As a result of the self-diagnosis, the type of ad recipient can be determined and the LMS scenario 506 to be sent accordingly is automatically determined. According to the scenario, the start date and time of sending the advertisement message and the dispatch cycle may be automatically set to predetermined values, and the dispatch cycle may be set differently according to the advertisement information according to the personal information. In addition, the scenario 506 or the dispatch cycle 508 may be changed in accordance with the feedback of the ad recipient.

The dispatch state 509 indicates the state of dispatch of the advertisement message and may have values such as normal, hold, rejection, number error, and the like. If it is not normal, then no ad delivery to that customer will be performed. Whether or not the reservation is made 510 indicates whether or not the customer made an arrival reservation, and the feedback information 511 shows whether the customer responded to the advertisement message. In addition, when clicking the ID of each customer or moving the mouse close, detailed information 550 for the corresponding customer will be displayed.

FIG. 6 illustrates a screen for inquiring the advertisement sending details according to an exemplary embodiment of the present invention. Referring to FIG. 6, a sending number 601, a message sending date 602, a receiving number 603, a calling number 604, The advertisement title 605, the advertisement title 606, and the like.

The sending result (605) shows the statuses such as waiting for sending, sending completed, sending failed. The waiting article will be automatically dispatched according to each advertisement dispatch cycle, and the dispatched dispatch event can be dispatched automatically after a predetermined time or according to the user's request.

FIG. 7 illustrates a scenario setting screen according to an embodiment of the present invention.

7 shows a screen for creating a plurality of scenarios for an advertiser, in which four scenarios 710, 730, 740, and 750 are created, and an interface for adding (760) Can be provided.

Each scenario 710 includes one or more advertisement messages 716 and may be set with a dispatch condition 711, a dispatch cycle 714, and a destination number 715. One or more conditions such as the type of the self diagnosis result 712 and the type of the customer 713 may be set as the dispatch condition 711. An ad receiver satisfying the set dispatch condition may be automatically set to receive the advertisement message according to the scenario .

In the dispatch cycle 714, an interval at which the advertisement message included in the scenario is set can be set. For example, if the dispatch cycle is set to 6 days, the advertisement message 2 is sent 6 days after the advertisement message 1 is dispatched. Although the dispatch cycle 714 set for the scenario applies to all ad recipients, the dispatch cycle for the ad recipient can be changed according to the feedback of the ad recipient during the dispatch of the advertisement as described above.

Each advertisement message 716 may include a title 718 and content 719. Contents 719 may include link information for feedback of an ad recipient, an information input field, and the like. Although not shown in FIG. 7, a branch condition and a branch target can be set in the advertisement message. For example, by setting up diverting to another advertisement message or scenario when the ad recipient's feedback meets certain branch conditions, the ad message dispatch to that ad recipient can be dynamically adjusted. In addition, whether to send each advertisement message can be set. Even if the advertisement message included in the scenario is not sent according to the situation.

After creating advertisement messages and clicking the save (730) button, the corresponding scenario will be modified.

According to another embodiment, the scenario and the advertisement message may be separately managed. For example, a plurality of advertisement messages are created, and each scenario such as scenario 1 = advertisement 1-> advertisement 3-> advertisement 5-> advertisement 10, scenario 2 = advertisement 2-> advertisement 3-> The identifier of the advertisement may be included. In this case, even if the contents of the advertisement message change slightly, it is not necessary to modify each scenario, and only the advertisement message can be modified.

The method according to an embodiment of the present invention can be implemented in the form of a program command which can be executed through various computer means and recorded in a computer-readable medium. The computer-readable medium may include program instructions, data files, data structures, and the like, alone or in combination. The program instructions recorded on the medium may be those specially designed and configured for the present invention or may be available to those skilled in the art of computer software. Examples of computer-readable media include magnetic media such as hard disks, floppy disks and magnetic tape; optical media such as CD-ROMs and DVDs; magnetic media such as floppy disks; Magneto-optical media, and hardware devices specifically configured to store and execute program instructions such as ROM, RAM, flash memory, and the like. Examples of program instructions include machine language code such as those produced by a compiler, as well as high-level language code that can be executed by a computer using an interpreter or the like.

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.

100: Network
110, 111: Ad receiver terminal
120: Dynamic ad server
130: Web server
140: Advertiser terminal

Claims (8)

Creating a plurality of scenarios including one or more advertising messages;
Acquiring personal information of an ad recipient;
Determining one of the plurality of scenarios as a scenario to be provided to the ad recipient according to the personal information of the ad recipient;
Sequentially sending one or more advertisement messages included in the determined scenario to the ad recipient in accordance with a predetermined period of time, in accordance with the feedback of the ad receiver collected during the sequential sending of the one or more advertisement messages, And changing a scenario or an advertisement message to be provided to another dynamic advertisement providing method using the scenario. The method according to claim 1,
In the scenario generation step,
And receiving and setting a dispatch condition and a dispatch cycle of the corresponding scenario. The method according to claim 1,
In the scenario determination step,
Providing a terminal of the advertisement receiver with a self-diagnosis page;
Generating a self-diagnosis result of the advertisement receiver;
And determining a scenario to be provided according to a result of the self-diagnosis. The method according to claim 1,
In the scenario determination step,
And determining a scenario to be provided using at least one of age, occupation, sex, and an area of interest of the ad recipient. The method according to claim 1,
In the changing step,
Analyzing at least one of a type of feedback collected from the ad recipient, a content of the feedback, and a feedback count, and changing at least one of a scenario, a dispatch cycle, and a dispatch order of an advertisement message to be provided to the ad recipient according to an analysis result The method comprising the steps of: The method according to claim 1,
In the changing step,
A scenario or an advertisement to be provided to the receiver of the advertisement by analyzing at least one of whether or not the sent advertisement message is received, whether the advertisement receiver has clicked the link included in the received advertisement message, And changing a message in response to the request. The method according to claim 1,
In the changing step,
And changing a scenario or an advertisement message to be provided to the ad recipient according to an answer of an ad recipient for a question included in the sent advertisement message. A computer program recorded on a recording medium for executing a dynamic advertisement providing method using a scenario,
Creating a plurality of scenarios including one or more advertising messages;
Acquiring personal information of an ad recipient;
Determining one of the plurality of scenarios as a scenario to be provided to the ad recipient according to the personal information of the ad recipient;
Sequentially sending one or more advertisement messages included in the determined scenario to the ad recipient in accordance with a predetermined period of time, in accordance with the feedback of the ad receiver collected during the sequential sending of the one or more advertisement messages, And changing the scenario or advertisement message to be provided to another computer program.

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