KR20220129744A - Method and system for supporting advertisement execution - Google Patents

Abstract

The present invention relates to a method for supporting advertisement execution and a system therefor and, more specifically, to a method and system for supporting advertisement execution optimized for consuming predetermined budgets efficiently at most when executing an advertisement in different types of media.

Description

ADVERTISEMENT EXECUTION METHOD AND SYSTEM FOR SUPPORTING ADVERTISEMENT EXECUTION

The present invention relates to a method for supporting advertisement execution and a system for the same, and specifically, to a method for supporting advertisement execution optimized so that a set budget can be consumed most efficiently when executing advertisements in heterogeneous media and systems.

Advertising is an activity to spread information about products or services to consumers through various media. In particular, the more easily accessible and exposed to consumers, the higher the cost of purchasing advertising opportunities.

The advertising medium preferred by advertisers varies according to the times. In recent years, TV broadcasting, which has been recognized for its high advertising effectiveness, and content platforms such as YouTube, OTT, and SNS, where users are rapidly increasing in addition, It is also favored as a medium with high advertising effectiveness. Advertising media can be divided in various ways depending on how users access the content. Recently, advertisement exposure through TV and PC or mobile terminals can produce the highest effect, so advertisements targeting these terminals are gradually increasing. have.

Meanwhile, despite the variety of media that can expose advertisements, in the case of TV broadcast advertisements, advertisements are purchased through contracts with broadcasters or the Korea Broadcast Advertising Promotion Agency (KOBACO). Ad purchase channels are differentiated for each medium, such as advertising purchases made through separate contact with companies.

However, if the channels for purchasing advertisements or executing advertisement budgets are divided by medium, advertisers have to go through cumbersome procedures for each medium in the purchasing process when they want to advertise on various mediums, as well as consume for advertisements. It may cause many inconveniences and problems, such as difficult to predict comprehensively about how much effect will be achieved compared to advertising costs.

In particular, in the case of advertisements using mass communication, the cost is very high as it has a very large influence on consumers. As this is necessary, the analysis and prediction performed while the advertisement media are separated may have relatively low accuracy compared to the analysis and prediction of the media in an integrated manner.

Based on this background, interest and demand for a system capable of executing advertisements regardless of the type of media, such as TV broadcasting and content platforms, is increasing in the field, and the present invention has been proposed based on these interests and demands.

In addition, the present invention was invented to provide additional technical elements that cannot be easily invented by a person skilled in the art in addition to solving the above technical problems.

Republic of Korea Patent Publication No. 10-2009-0119046A (published on November 19, 2009)

An object of the present invention is to provide an environment in which advertisement execution in heterogeneous media is easy. In particular, it aims to increase the convenience of advertisement execution by calculating advertisement execution plans so that users such as advertisement managers and advertisers can maximize advertisement efficiency under predetermined conditions just by inputting simple information.

Another object of the present invention is to enable the calculation of an advertisement execution plan suitable for the situation by allowing the user to select an optimization type such as reach maximization or reach achievement under the conditions input by the user.

In addition, the present invention converts any one of the standards for measuring advertising effects on TV broadcasting media and standards for measuring advertising effects on digital platform media into the other standard, so that the user intuitively shows the advertising effect on heterogeneous media. is intended to make it known.

On the other hand, the technical problems of the present invention are not limited to the technical problems mentioned above, and other technical problems not mentioned will be clearly understood by those skilled in the art from the following description.

The present invention is to solve the above problems, and the advertisement execution support method according to the present invention is executed by a computing device having a central processing unit and a memory, and the advertisement execution support method is (a) inputted by a user. receiving an execution condition, wherein the execution condition includes a target medium for which advertisement is to be published; (b) performing an optimization operation based on the execution condition; (c) generating an advertisement execution plan based on the result of the optimization operation;

Also, in the advertisement execution support method, the target medium may include at least two or more heterogeneous media.

In addition, in the method for supporting advertisement execution, the execution condition is at least one of a budget, a target, an analysis target, an analysis method, an optimization type, a minimum advertisement cost ratio for each channel, a minimum advertisement cost, a maximum advertisement cost, an advertisement contract condition, and an advertisement bonus rate. may further include.

In addition, in the advertisement execution support method, the optimization type among the execution conditions may include an advertisement effect maximization type or a target value achievement type.

In addition, in the advertisement execution support method, when the optimization type is an advertisement effect maximization type, the execution condition may include at least a target medium and a budget, and the optimization operation in step (b) follows the execution condition, but the advertisement It may be characterized by including operation logic for maximizing the effect value.

Also, at this time, the advertisement execution plan generated in step (c) may include at least an expected advertisement effect value, further, the optimization type may be a reach maximization type, and the advertisement effect value may be a reach rate.

In addition, in the advertisement execution support method, when the optimization type is a target value achievement type, the execution condition includes at least a target medium and a target value, and the optimization operation in step (b) follows the execution condition, but the advertisement effect It may be characterized in that it includes an operation logic for bringing the value close to the target value.

In addition, at this time, the advertisement execution plan generated in step (c) may include at least an expected advertisement budget and an expected advertisement effect value, the optimization type may be a reach achievement type, and the advertisement effect value may be a reach rate.

On the other hand, the advertisement execution support system according to another embodiment of the present invention receives an execution condition - the execution condition includes a target medium for which advertisement is to be published - and performs an optimization operation based on the execution condition arithmetic unit; may include.

In addition, the advertisement execution support system receives the execution condition input from the user and transmits it to the operation unit, receives a result value according to the optimization operation from the operation unit, and generates an advertisement execution plan based on the result value. study; may further include.

In addition, in the advertisement execution support system, the calculating unit and the service providing unit may be a server computer having a central processing unit and a memory, respectively.

According to the present invention, when a user wants to execute an advertisement in a plurality of media, it is possible to receive an advertisement execution plan on a heterogeneous medium by simply inputting information, thereby greatly increasing user convenience.

In addition, according to the present invention, it is possible to achieve the effect of increasing user convenience by allowing the user to select the optimization type of the advertisement execution plan according to the user's situation or the user's intention.

On the other hand, the effects of the present invention are not limited to those mentioned above, and other technical effects not mentioned will be clearly understood by those skilled in the art from the following description.

1 conceptually illustrates a state in which a user receives advertisement execution support by a system according to the present invention.
2 is a sequential listing of each step of the advertisement execution support method according to the present invention.
3 is a list of detailed information included in the execution conditions received by the advertisement execution support system.
Fig. 4 shows an embodiment when the optimization operation type is the advertisement effect maximization type, and Fig. 5 shows an embodiment when the optimization operation type is the target value achievement type.
6 illustrates an input interface in a state in which an interface implemented to execute an advertisement execution support method, among others, an optimization operation type is selected as a reach maximization type.
FIG. 7 illustrates an output interface or advertisement execution plan after an optimization operation is performed according to the execution conditions input in FIG. 6 .
8 and 9 illustrate a state in which the advertisement execution plan is calculated again as the target is changed after the advertisement execution plan is calculated.
FIG. 10 shows an input interface in a state in which the type of optimization operation is selected as Reach achievement type.
FIG. 11 shows an output interface or advertisement execution plan after an optimization operation is performed according to the execution conditions input in FIG. 10 .
12 is a view for explaining a function capable of simulating the result of optimization according to an increase in advertising cost at a certain rate.
13 is a diagram for explaining a relationship between an operation unit and a service providing unit, which are two components constituting the advertisement execution support system.

The purpose and technical configuration of the present invention, and details regarding the operational effects thereof will be more clearly understood by the following detailed description based on the accompanying drawings in the specification of the present invention. An embodiment according to the present invention will be described in detail with reference to the accompanying drawings.

The embodiments disclosed herein should not be construed or used as limiting the scope of the present invention. It is natural for those skilled in the art that the description including the embodiments of the present specification will have various applications. Accordingly, any embodiments described in the detailed description of the present invention are illustrative for better describing the present invention and are not intended to limit the scope of the present invention to the embodiments.

The functional blocks shown in the drawings and described below are merely examples of possible implementations. Other functional blocks may be used in other implementations without departing from the spirit and scope of the detailed description. Further, although one or more functional blocks of the present invention are represented as separate blocks, one or more of the functional blocks of the present invention may be combinations of various hardware and software configurations that perform the same function.

In addition, the expression that includes certain components is an expression of “open type” and merely refers to the existence of the corresponding components, and should not be construed as excluding additional components.

Furthermore, when it is said that a component is “connected” or “connected” to another component, it may be directly connected or connected to the other component, but it should be understood that other components may exist in between. do.

1 schematically illustrates a process of receiving an optimized advertisement execution plan after a user inputs a series of execution conditions using the advertisement execution support system according to the present invention.

Conventional advertisement execution proposals have generally been calculated based on only one medium. For example, even if an advertiser wants to broadcast advertisements through two different types of media, TV broadcasting media and digital platform media, it is necessary to calculate an advertisement execution plan for each medium. It became a reason to make the overall feel cumbersome, and there has also been a problem in that it is not possible to comprehensively analyze or predict how efficiently the advertising budget used for all media is consumed, so that sufficient information cannot be obtained despite the use of a large cost.

1 is intended to solve the above problems in the conventional advertisement execution. Referring to FIG. 1, in the advertisement execution support process according to the present invention, when the user transmits execution conditions to the advertisement execution support system 1000, The advertisement execution support system 1000 may perform an optimization operation with reference to the execution conditions and provide the advertisement execution plan calculated as a result of the optimization operation to the user again.

For reference, the present invention relates to a method for calculating an optimal advertisement execution plan in heterogeneous media, and a system for the same, so there is no limitation on the type of media to which advertisements are exposed. In the description, in order to help the understanding of the invention, it is assumed that the advertisement execution plan is calculated in TV broadcasting media and digital platform media.

Also, for reference, in this detailed description, the term advertisement execution plan is used, where the advertisement execution plan refers to a purchase plan of advertisements and a plan through the medium(s) of purchased advertisements. Information on at least one of individual media, channels or platforms included in each media, an advertisement cost allocated for each channel or platform, and expected advertisement effects may be included.

In addition, the 'user' shown in FIG. 1 may be interpreted as various entities. For example, the user may be an advertisement manager in charge of advertisement execution or an advertiser.

That is, in the present invention, the broadcaster's advertisement manager who has received a series of execution conditions from the advertiser can directly input the execution conditions with an input means or a terminal (computer, smart phone, etc.) and deliver it to the advertisement execution support system 1000, Alternatively, an interface may be provided for the advertiser to directly input execution conditions using an input means or a terminal. In this case, the interface provided for the advertisement manager or advertiser to input execution conditions may be provided through a wired/wireless network, and the input information may of course be transmitted to the advertisement execution support system 1000 through a wired/wireless network. . As such, in the present invention, there is no limitation on who inputs the execution conditions to the advertisement execution support system 1000, and it is sufficient if the advertisement execution support system 1000 can receive execution conditions from someone through the network environment. .

As another noteworthy point, the advertisement execution support system 1000 according to the present invention may be configured with one server computer or two server computers, if necessary. In this case, each server computer is a central processing unit ( CPU) and memory. In this case, the central processing unit may also be called a controller, a microcontroller, a microprocessor, a microcomputer, or the like. In addition, the central processing unit may be implemented by hardware, firmware, software, or a combination thereof. When implemented using hardware, an ASIC (application specific integrated circuit) or DSP (digital signal processor) , DSPD (digital signal processing device), PLD (programmable logic device), FPGA (field programmable gate array), etc., when implemented using firmware or software, a module, procedure or function that performs the above functions or operations, etc. Firmware or software may be configured to include In addition, the memory includes ROM (Read Only Memory), RAM (Random Access Memory), EPROM (Erasable Programmable Read Only Memory), EEPROM (Electrically Erasable Programmable Read-Only Memory), flash memory, SRAM (Static RAM), It may be implemented as a hard disk drive (HDD), a solid state drive (SSD), or the like.

In addition, the server computer may be in the form of a cloud server, that is, in the form of a cloud server that an operator can use after paying a predetermined fee.

On the other hand, the advertisement execution support system shown in FIG. 1 may preferably include two components, that is, a calculating unit and a service providing unit, and each may be implemented by a server computer. This will be described in more detail later with reference to FIG. 13, and thus further description will be omitted herein.

Referring to FIG. 2 and the following drawings, an advertisement execution support method according to the present invention will be described in detail.

2 is a list of the advertisement execution support method according to the present invention for each step. Referring to FIG. 2 , the advertisement execution support method according to the present invention largely includes the steps of receiving execution conditions (S100), performing an optimization operation (S200), generating an advertisement execution plan (S300), and executing the generated advertisements. It may include a step (S400) of making a DB plan. Among them, steps S100 to S300 are steps necessary to achieve the object of the present invention, and step S400 may be performed or omitted as necessary. Hereinafter, each step will be described in more detail.

First, the step of receiving the execution conditions ( S100 ) is a step in which the advertisement execution support system 1000 receives the input of the execution conditions from the user. The form in which the advertisement execution support system 1000 receives that the execution conditions are entered using one's own terminal (computer, smart phone, etc.) The system 1000 may be in a form that it receives.

Execution conditions encompass conditions referenced when the advertisement execution support system 1000 internally executes an optimization operation, and detailed conditions of the execution conditions are listed in FIG. 3 .

Referring to FIG. 3 , first, the target medium relates to the type of medium to which advertisements are to be exposed, for example, a TV broadcasting medium, a digital platform medium (here, the digital platform medium is an OTT service platform, YouTube, It refers to platform media that have mass communication environment such as SMR and SNS and can expose advertisements), etc.) can be selectable target media.

The budget is a condition regarding the cost required for advertising execution, and may include a value regarding how much the advertiser is willing to pay for the purpose of concluding an advertisement purchase contract. As will be described later, the budget condition may be input by the user when the type of optimization operation is selected as the maximum advertisement effect type, and the optimization operation may be performed according to the budget.

A target refers to an audience determined by an advertiser as an advertisement target. Since the advertisement viewing rate for each target is different, the advertisement effect value may vary depending on how the target condition is set. A target may be specified by specific conditions, including generally gender, age, or region.

The analysis target is to select a channel or platform for each medium to which optimization is applied when performing an optimization operation. In the case of a digital platform medium, specific platforms such as YouTube and OTT may be selected.

Regarding the analysis method, the advertisement execution support method according to the present invention basically has a basic function of providing advertisement execution plans to users through 'optimization operation', which will be described later. There may also be a function of providing an execution plan, and the analysis method is whether the user will be provided with an advertisement execution plan through optimization calculation when they want to receive an advertisement execution support service, or provide an advertisement execution plan generated based on the past operation plan It is a condition for deciding whether to receive or not. For reference, based on the past operation plan, the advertisement budget may be allocated according to the distribution ratio value for each channel with reference to the advertisement execution data that was executed in the past, and the advertisement execution plan may be generated. On the other hand, since the present invention relates to calculating an advertisement execution plan through 'optimization operation', it is understood that this detailed description will also be described focusing on this.

Next, the optimization type is a condition for determining the operation type of the optimization operation. The optimization type can largely include two types: advertisement effect maximization type or target value achievement type. The optimization type basically can vary depending on what the user wants to achieve and what conditions the user can currently specify. Logic for maximizing the effect that can be obtained or expected effect through While the logic to minimize the advertising budget is executed during the optimization operation, each result can be calculated. For example, assuming that the advertisement effectiveness value is the reach value (the number of people or households reached more than once by an advertisement), if the advertisement effect maximization type is selected, it is optimized in the direction that can maximize the reach value under a given budget. The calculation will be performed, and if the target value achievement type is selected, the optimization calculation will be performed in a direction that achieves the given target reach value but minimizes the budget.

The minimum advertising cost ratio for each channel (per platform) determines the proportion of the budget that should be allocated to a specific channel or platform set by the user or advertiser. A user or advertiser may wish to set the proportion of advertisements in one channel or platform higher than that of other channels or other platforms, and the user or advertiser may set the condition by entering a desired value in this condition. For reference, among the execution conditions, not only the minimum advertising cost ratio, but also a minimum advertising cost or a maximum advertising cost may be further included. For reference, values such as the minimum advertising cost ratio, the minimum advertising cost, and the maximum advertising cost may be input for each medium, each platform, and each channel. For example, if an optimization operation is performed after a lower limit for advertising costs is set for a specific channel, it is possible to ensure that advertising costs greater than or equal to the lower limit are allocated to the corresponding channel.

The advertisement contract conditions, advertisement bonus rate, new channel status, etc. are all for entering the advertisement conditions, and if a value is entered for at least one of the advertisement contract conditions, advertisement bonus rate, and new channel status, the bonus applied at the time of advertisement execution Rates and additional bonus rates are subject to change. The advertisement conditions may be variously set for each channel and each platform, and may be expressed as a specific value, so that the user can input it.

Meanwhile, in addition to this, conditions necessary for specifying an advertisement operation case, such as advertisement length, advertisement time period, or hourly wage, may be additionally input in the execution conditions. When conditions such as advertisement length, advertisement time period, or hourly wage are input, the above conditions can be referred to together during the optimization calculation. can be calculated.

With reference to FIG. 3 above, the execution conditions and detailed conditions included therein were studied.

4 and 5 show the calculation results according to the aforementioned optimization type, FIG. 4 is the input and output when the optimization operation is performed in the advertisement effect maximization type, and FIG. 5 is the target value achievement type The results are briefly shown.

Referring to FIG. 4 , when the user selects the optimization type as the maximizing advertisement effect type, at least the target medium and the budget must be included in the execution conditions input by the user, and the result of the optimization operation based on this is shown in FIG. The result or advertisement execution plan as shown on the right side of 4 can be calculated. 4 illustrates an example of an advertisement execution plan output when a user selects a TV broadcasting medium and a digital platform medium as a target medium and inputs 200 million won as a budget. Referring to the advertisement execution plan shown on the right side of FIG. 4, in the advertisement execution plan, CH1 to CH4 included in TV broadcasting media, and platforms 1 to 3 included in digital platform media, a total of 200 million won was distributed as shown in the table. It can be seen that the advertising effect (based on GRPs) when distributed in this way is a total of 55.3.

Referring to FIG. 5 , when the user selects the optimization type as the target value achievement type, at least the target medium and the target value must be included in the execution conditions input by the user, and the result of the optimization operation based on this is shown in FIG. The result or advertisement execution plan as shown on the right side of 5 can be calculated. 5 illustrates an example of an advertisement execution plan output when a user selects a TV broadcasting medium and a digital platform medium as a target medium and inputs 30% as a target value (Reach 1+). Referring to the advertisement execution plan shown on the right side of FIG. 5, as in FIG. 4, each Reach 1+ value in CH1 to CH4 and platform 1 to platform 3 is added to obtain an advertisement effect exceeding the target value of 30%. It can be confirmed that a budget of 220 million is required, and that the budget can be allocated as shown in the table of FIG. 5 , respectively, is output as a result.

As described above, the advertisement execution support method according to the present invention is characterized in that when a user inputs arbitrary execution conditions, an advertisement execution plan optimized under the constraints of the execution conditions is calculated and provided.

Hereinafter, the optimization operation will be described in more detail. The optimization operation in the present invention may be implemented by Python's scipy.optimize package, in which case scipy.optimize provides a function that minimizes or maximizes the objective function according to a given condition, and more specifically, the SLSQP of the package. (Sequential Least Squares Programming) method applied algorithm is provided.

Hereinafter, it will be described based on the interface actually encountered from the user's point of view.

First, FIG. 6 shows an input interface in a state in which the type of optimization operation is selected as the reach maximization type.

Looking at the main input possible conditions with reference to FIG. 6 , an input field 101 for inputting a target medium may be included in the interface, and the user clicks the 101 input field and selects [TV Broadcast Media + Digital Platform Media] from the drop box menu. can be selected. For reference, the user does not necessarily have to select a plurality of different types of target media through the 101 input box. . In addition, an input box 102 for inputting a budget may be further included in the interface, and the user may set budget conditions by inputting an arbitrary value in the 102 input box. In the drawing, it can be seen that the user has input a budget of 500 million won. Also, an input field 103 for setting a target may be included in the interface. In the 103 input field, the user can set conditions for audiences to be exposed to advertisements by searching for any one of the preset targets and selecting a specific target, and further selects a region. On the other hand, the interface may include an input box 104 for selecting an analysis target, that is, a channel or platform for each medium to which optimization is to be applied. Analysis targets can be set by selecting a plurality of channels and platforms. In addition, an input field 105 for selecting an analysis method and an input field 106 for selecting an optimization type may be included in the interface. As mentioned in the description of FIG. 3 above, through the 105 input field, it is possible to determine whether to generate an advertisement execution plan through 'optimization operation' or to generate an advertisement execution plan based on 'past operation plan', and in the drawing, the user can It can be seen that the generation of advertisement execution plan through 'optimization operation' was selected. Next, an input field 107 for inputting the minimum advertising cost ratio for each channel may be included in the interface. In the drawing, it can be seen that the user has entered a specific gravity value so that a budget of at least 35% can be executed for tvN. have. Conversely, in the 107 input field, the user may directly input the cost value, and the specific gravity value may be automatically calculated and displayed according to the cost value. In addition, the interface may further include input fields 108(a), (b), and (c) for inputting conditions such as contract conditions, new channels, and (additional) bonus rates. Meanwhile, although not explicitly shown in the drawings, an input box for inputting a minimum or maximum advertising cost for all media or platforms may be further included in the interface.

FIG. 7 shows an actual implementation of an output interface according to the input as shown in FIG. 6 .

Referring to FIG. 7 , a target medium selected by a user and channels and platforms to be analyzed may be displayed 201 on the interface. In the drawing, it can be seen that 11 channels other than tvN selected in the TV broadcasting medium and 3 platforms other than YouTube selected in the digital platform medium are listed. In addition, in the interface, a result of how much advertising cost budget can be allocated for each analysis target, and the ratio (execution ratio) of the budget allocated to each analysis target to the total budget can be displayed (202). As a special note, in the drawing, some channels or platforms for which the advertising budget has not been allocated are visible among some of the analysis target channels or platforms. . On the other hand, in the interface, advertisement effect values calculated as a result of the optimization operation may be displayed (203). The advertisement effect value is a numerical representation of how many targets will encounter advertisements on the corresponding channel or platform when there is advertisement exposure. The advertisement effect value may be expressed as different values in the TV broadcasting medium and the digital platform medium. For example, as shown in the drawing, the advertisement effect value in the TV broadcasting medium includes the advertisement ratings, GRP (Gross Rating Points; total ratings). ), CPRP (Cost Per Rating Point; advertising cost required to obtain 1% of viewer rating), Reach (the proportion of people who have seen the advertisement more than once among the population in the market), etc. Types may include Impressions (number of impressions of an advertisement), Viewable Impressions (number of impressions of a visible advertisement), and viewable Cost Per Mille (vCPM). As a special note, in the method and system for supporting advertisement execution according to the present invention, even if there are a plurality of target media, in order to enable users, especially advertisers, to easily recognize and understand the advertising effect on the integrated media. Advertisement effect values can be unified and displayed as those of any one target medium. For example, referring to FIG. 7 , not only TV-based advertising effect values are displayed for TV broadcasting media, but also, in the present invention, TV-based advertising effect values are displayed for digital platform media, thereby increasing user convenience. is characterized in When referring to the drawings, although Youtube, SMR, CJ OTT Live, etc. are all digital platform media, it can be seen that GRPs, EQ.GRPs, CPRP, Eq.CPRP, and Reach values are displayed for these platforms, respectively. , it can be seen that the advertisement effect values calculated in this way are summed with the advertisement effect values of channels in the TV broadcasting medium and are displayed as total advertisement effect values. That is, in the method and system for supporting advertisement execution according to the present invention, even if advertisement execution is made on different types of media, numerical values that can visually check the advertisement effect in the actual market, that is, the advertisement effect value, are It is characterized in that the conversion operation (conversion between the TV standard advertising effect value and the digital platform standard advertising effect value) is performed so that it is displayed only as a standard, so that the user can more easily know the expected advertising effect compared to the budget. Meanwhile, in addition to the displayed contents of 201 to 203, in the interface of FIG. 7, specific items on the TV broadcasting medium, such as a bonus rate for each channel and the number of times (advertising) per 10 million won, may be further displayed (204). Based on the drawing, when it is necessary to modify the additional bonus rate, the user can directly input the value by clicking the additional bonus rate for each channel, and when it is necessary to change the number of broadcasts, the user can also directly input the value by clicking the number column .

The input and output interfaces when the type of optimization operation is selected as the reach maximization type have been examined with reference to FIGS. 6 and 7 above.

8 shows how advertisement effect values, in particular, reach values of each channel in the TV broadcasting medium, change when the user arbitrarily changes the target condition after the instant advertisement execution plan is created, and further the allocation of the budget for each channel and platform It shows the process of how to change.

Referring to FIG. 8 , the user can change the target to another condition (①) while the advertisement execution plan is already being created. On the other hand, after the target is changed, the viewer rating, which is one of the advertising effect values based on the TV broadcasting medium, may change, and in conjunction with the changed viewer rating, the GRPs may be calculated again and updated (②). In addition, after GRPs are updated, the reach value for each channel can be calculated again (③), and of course, the Total Reach value can also be calculated again (④). Also, after a change in the Total Reach value occurs, the budget allocation rate for each channel may also vary in connection with this (⑤).

On the other hand, FIG. 9 shows how the reach values of each platform in the digital platform medium change when the user arbitrarily changes the target condition after the instant advertisement execution plan is created, and how the advertisement budget allocation for each channel and platform changes. It is a drawing.

As in FIG. 8 , also in FIG. 9 , the user may change the target to another condition (①), whereby the change to the population may occur in conjunction. On the other hand, since the target time share ratio in the digital platform will be changed after the target change, the target viewable impression value can be calculated again (②), and accordingly, the reach values for each platform are also updated or calculated again (③) can In addition, after a change in the reach values for each platform, the budget distribution for each channel and platform included in the TV broadcasting media and digital platform media may finally be different (④).

With reference to FIGS. 8 and 9, after the instant advertisement execution plan is created, a process in which the final advertisement budget distribution is changed has been described through a chain of calculations and updates by the user simply changing the target condition.

Earlier, in FIGS. 6 and 7, the input and output interfaces when the type of optimization operation is the reach maximization type were investigated. FIGS. 10 and 11, which will be described later, show the input and output interfaces when the type of the optimization operation is the reach achievement type. it's about

First, referring to FIG. 10, the input interface of the reach achievement type is that the input field 301 is activated so that the target value can be input by the user, the type of optimization operation is selected 302 as the reach achievement type, and It is different from the input interface in the case of the reach maximization type of FIG. 6 in that it is not necessary to input in the input field 303 for inputting the budget. On the other hand, other input conditions such as target medium (execution medium), target, analysis target, analysis method, minimum advertising cost ratio for each channel, contract condition, bonus rate, new channel, etc. are all substantially the same as described in FIG. Reference will be made to the previous description.

Next, referring to FIG. 11, the target value 401 is set in the output interface of the reach achievement type, the optimization type 402 is selected as the reach achievement type, and the budget (advertising cost) required as a result of the optimization operation is It is different from the output interface of FIG. 7 in that it is displayed 403 . On the other hand, since the display of distribution for each channel or platform, advertisement effect value, etc. are substantially the same as those described in the description of FIG. 7 , the foregoing description will be referred to.

12 is for explaining the advertisement effect simulation function provided by the advertisement execution support method and system according to the present invention. Specifically, in the present invention, an advertisement effect simulation function is provided so that it can be easily known how much the advertisement effect increases as the advertisement cost budget gradually increases. As can be seen from the drawing, the increase rate of advertising cost can be displayed on the X axis and the expected reach value on the Y axis. You can change parameters.

Meanwhile, a “Reach curve” icon is included in the input or output interface in the various embodiments described above, which may be understood as an icon for executing a simulation function as shown in FIG. 12 . When the user clicks on it, an interface as shown in Fig. 12 is displayed to the user, which includes an input field 501 for setting the simulation ratio standard, an input field 502 for defining the X-axis of the graph, and a display field 503 for displaying the graph ) may be included. According to the drawing, the reach graph may indicate how much the reach value will increase as the advertising cost increases, and the user may determine his/her own advertising budget with reference to this graph. In addition, when referring to FIG. 12 , in the interface, whenever an advertisement cost increases, an expected advertisement effect for each ratio may be displayed as a numerical value ( 504 ).

13 illustrates an advertisement execution support system 1000 according to the present invention. Accordingly, the advertisement execution support system 1000 may largely include a service providing unit 1010 and a calculating unit 1030 .

The service providing unit 1010 receives the execution condition input from the user and transmits it to the operation unit 1030, receives the result value according to the optimization operation from the operation unit 1030, and selects an advertisement execution plan based on the result value It can be a configuration that you create.

Also, the operation unit 1030 may be configured to receive execution conditions and perform an optimization operation based on the execution conditions.

In this case, the service providing unit 1010 and the calculating unit 1030 may all be implemented by one server computer, or in some cases, the service providing unit 1010 and the calculating unit 1030 are one server. It may be a module implemented in a computer. For reference, FIG. 13 is illustrated on the premise that the service providing unit 1010 and the calculating unit 1030 are implemented as separate server computers.

The main flow of the advertisement execution support method will be described again with reference to FIG. 13 . First, the service providing unit 1010 may not only receive an input of execution conditions from a user, but also inquire and load (A) basic data for generating an advertisement execution plan later. Thereafter, the service providing unit 1010 may transmit (B) a series of data, that is, data including at least some of the execution conditions input by the user, to the operation unit 1030 . The operation unit 1030 receiving the transmitted data may calculate (D) a result value such as an optimal distribution ratio or an optimal advertising cost for each channel or platform by executing an algorithm for optimization calculation (C). The calculated result value may be transmitted (E) back to the service providing unit 1010, where the service providing unit 1010 receives the result value as an input for generating an advertisement execution plan (F) and is set in advance. According to the logic(s) therein, advertisement effect values corresponding to the result value (optimal distribution ratio or optimum advertisement cost) may be calculated to finally generate (G) and output (H) an advertisement execution plan.

The advertisement execution support method and system according to the present invention have been described above. On the other hand, the present invention is not limited to the specific embodiments and applications described above, and various modifications are carried out by those skilled in the art to which the invention pertains without departing from the gist of the invention as claimed in the claims. Of course, these modifications are not to be understood as being distinct from the spirit or vision of the present invention.

In particular, the components implementing the technical features of the present invention included in the block diagrams and flowcharts shown in the accompanying drawings herein mean logical boundaries between the components. However, according to an embodiment of software or hardware, the illustrated components and their functions are executed in the form of stand-alone software modules, monolithic software structures, codes, services, and combinations thereof, and can execute stored program codes, instructions, etc. Since the functions may be implemented by being stored in an executable medium in a computer having a processor, all such embodiments should also be regarded as falling within the scope of the present invention.

Accordingly, although the accompanying drawings and descriptions thereof describe the technical features of the present invention, they should not be simply inferred unless a specific arrangement of software for implementing these technical features is clearly mentioned. That is, various embodiments described above may exist, and since such embodiments may be partially modified while retaining the same technical characteristics as those of the present invention, this should also be regarded as falling within the scope of the present invention.

Also, in the case of a flowchart, the operations are depicted in the drawings in a specific order, but it is understood that these operations must be performed in the specific order illustrated or all illustrated operations must be performed, as this is illustrated in order to obtain the most desirable result. it shouldn't be In certain cases, multitasking and parallel processing can be advantageous. In addition, the separation of various system components of the above-described embodiments should not be construed as requiring such separation in all embodiments, and the program components and systems described are generally integrated together into a single software product or in multiple software products. It should be understood that it may be packaged.

As such, this specification is not intended to limit the invention by the specific terminology presented. Therefore, although the present invention has been described in detail with reference to the embodiments described above, those of ordinary skill in the art to which the present invention pertains can modify, change and deformation can be applied. The scope of the present invention is indicated by the following claims rather than the above detailed description, and all changes or modifications derived from the meaning and scope of the claims and their equivalent concepts are interpreted as being included in the scope of the present invention. should be

1000 ad execution support system
1010 Service Provider
1030 arithmetic unit

Claims (13)

In the advertisement execution support method executed by a computing device having a central processing unit and a memory,
(a) receiving an execution condition input by a user, wherein the execution condition includes a target medium for which advertisement is to be published;
(b) performing an optimization operation based on the execution condition;
(c) generating an advertisement execution plan based on the result of the optimization operation;
How to support advertising execution.
According to claim 1,
The target medium is characterized in that it includes at least two or more heterogeneous media,
How to support advertising execution.
According to claim 1,
The execution conditions are:
Budget, target, analysis target, analysis method, optimization type, characterized in that it further comprises at least one of the minimum advertising cost ratio for each channel, the minimum advertising cost, the maximum advertising cost, the advertising contract conditions, and the advertising bonus rate,
How to support advertising execution.
4. The method of claim 3,
Among the execution conditions, the optimization type is,
Including advertisement effect maximization type or target value achievement type,
How to support advertising execution.
5. The method of claim 4,
When the optimization type is the advertisement effect maximization type,
The execution conditions include at least a target medium, and a budget,
The optimization operation of step (b) is characterized in that it includes operation logic for maximizing the advertisement effect value according to the execution condition,
How to support advertising execution.
6. The method of claim 5,
The advertisement execution plan generated in step (c) includes at least an expected advertisement effect value,
How to support advertising execution.
7. The method of claim 6,
The optimization type is a reach maximization type,
The advertising effect value is characterized in that the reach rate,
How to support advertising execution.
5. The method of claim 4,
When the optimization type is a target value achievement type,
The execution condition includes at least a target medium and a target value,
The optimization operation of step (b), according to the execution condition, characterized in that it includes operation logic for bringing the advertisement effect value close to the target value,
How to support advertising execution.
9. The method of claim 8,
The advertisement execution plan generated in step (c) includes at least an expected advertisement budget and an expected advertisement effect value,
How to support advertising execution.
10. The method of claim 9,
The optimization type is a Reach achievement type,
The advertising effect value is characterized in that the reach rate,
How to support advertising execution.
In the system for providing advertisement execution support service,
an operation unit for receiving an execution condition, the execution condition including a target medium to which advertisement is to be published, and performing an optimization operation based on the execution condition; containing,
Advertising execution support system.
12. The method of claim 11,
a service providing unit that receives an execution condition input from a user and transmits it to the operation unit, receives a result value according to an optimization operation from the operation unit, and generates an advertisement execution plan based on the result value; further comprising,
Advertising execution support system.
13. The method of claim 12,
The calculation unit and the service providing unit, characterized in that each is a server computer having a central processing unit and a memory,
Advertising execution support system.

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