CN101951441A - Mobile telephone advertisement delivery method and equipment - Google Patents
Mobile telephone advertisement delivery method and equipment Download PDFInfo
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- CN101951441A CN101951441A CN2010102848375A CN201010284837A CN101951441A CN 101951441 A CN101951441 A CN 101951441A CN 2010102848375 A CN2010102848375 A CN 2010102848375A CN 201010284837 A CN201010284837 A CN 201010284837A CN 101951441 A CN101951441 A CN 101951441A
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Abstract
The invention discloses a mobile telephone advertisement delivery method and equipment. The method comprises: extracting the keyword of webpage content accessed by a user at present, and obtaining a user identification; obtaining the comprehensive information of the user, wherein the comprehensive information at least comprises one of the following parts: the basic data of the user, the current position information of the user, and the behaviour information of the user accessing webpage; according to the keyword and the comprehensive information, generating an advertisement matched with the user; and delivering the advertisement to the webpage accessed by the user at present. The mobile telephone advertisement delivery method provided by the embodiment of the invention assures the advisement delivered to the user according to the keyword information of the webpage accessed by the user and the comprehensive information of the user, and the invention can have more pertinence for delivering advertisements to users, thus obtaining better advertisement delivering effect, and obtaining better market benefit.
Description
Technical field
The present invention relates to the mobile terminal service treatment technology, the method and apparatus that particularly a kind of mobile phone advertisement is thrown in.
Background technology
Along with the progressively propelling of global 3G commercialization, mobile data services present the impetus of quick growth, and mobile phone advertisement can become a very important source of profits, and mobile phone browser will become very big mobile phone advertisement platform as the platform of SCN subscriber connection network.There are a lot of operating modes in advertisement delivery how on the mobile phone browser platform, how to utilize this platform of mobile phone browser to promote advertisement, forms certain market effect, is a problem demanding prompt solution.
For advertisement delivery on mobile phone browser, a kind of scheme of the prior art is to embed advertisement link in browser, for example embeds the website of some toll collection locations in the navigation feature of browser page, and advertiser can be at this position advertisement delivery.Perhaps according to user's log-on message, to user's advertisement delivery.
But existing technology adopts thisly embeds the mode of advertisement at browser, and the supply volume of advertisement is limited, and if the embedded location of advertisement improper, can influence user's result of browse.And,, have significant limitation to user's advertisement delivery only according to user's log-on message and data, and being difficult to throw in accurately the advertisement that the user needs, under a lot of situations, the advertisement of input all is unwanted concerning the user.
In sum, the advertisement of throwing on mobile phone in the prior art is thrown in according to user's needs, has caused mobile phone advertisement input effect relatively poor.
Summary of the invention
The invention provides the method and apparatus that a kind of mobile phone advertisement is thrown in, be used to realize carrying out the input of mobile phone advertisement, improve mobile phone advertisement and throw in effect according to user's needs.
The invention provides the method that a kind of mobile phone advertisement is thrown in, described method comprises:
Extract the keyword of the web page contents of user's current accessed, and obtain user ID;
Obtain user's integrated information, described integrated information comprises in following at least: user's basic document; User's current location information; The behavioural information of user capture webpage;
According to described keyword and described integrated information, generate the described user's of coupling advertisement;
Throw in described advertisement to the webpage of user's current accessed.
Describedly throw in described advertisement, comprising to user accessing web page:
According to user's basic document, accessed web page behavioural information, determine the time of advertisement delivery;
Time at the described advertisement delivery of determining is thrown in described advertisement to the webpage of user's current accessed.
The described behavioural information of obtaining the user capture webpage comprises:
Statistics is obtained the time and the flow information of user's browsing page.
Describedly throw in described advertisement, comprising to user accessing web page:
According to user's current location information, determine the advertisement relevant with user's current location;
Webpage to user's current accessed is thrown in the described advertisement relevant with user's current location.
The described current location information that obtains the user comprises:
Obtain the current position of user by global positioning system.
Described webpage to user's current accessed is thrown in described advertisement, comprising:
Obtain the configuration information of user's mobile phone,, adaptation processing is carried out in described advertisement according to the configuration information of described mobile phone;
Throw in the advertisement of described adaptation processing to the webpage of user's current accessed.
Described configuration information according to described mobile phone carries out adaptation processing with described advertisement, comprising:
According to the screen size information and the resolution information of described mobile phone, generate the advertisement that shows that size and resolution are complementary.
The invention provides the equipment that a kind of mobile phone advertisement is thrown in, comprising:
Extraction module is used to extract the keyword of the web page contents of user's current accessed, and obtains user ID;
Acquisition module is used to obtain user's integrated information, and described integrated information comprises in following at least: user's basic document; User's current location information; The behavioural information of user capture webpage;
Matching module is used for according to described keyword and described integrated information, generates the described user's of coupling advertisement;
Putting module is used for throwing in described advertisement to the webpage of user's current accessed.
Described putting module is used for basic document, accessed web page behavioural information according to the user, determines the time of advertisement delivery; Time at the described advertisement delivery of determining is thrown in described advertisement to the webpage of user's current accessed.
Described acquisition module comprises: first acquiring unit is used to add up the time and the flow information that obtain user's browsing page.
Described putting module is used for the current location information according to the user, determines the advertisement relevant with user's current location; Webpage to user's current accessed is thrown in the described advertisement relevant with user's current location.
Described acquisition module comprises: second acquisition unit is used for obtaining the current position of user by global positioning system.
Described putting module is used to obtain the configuration information of user's mobile phone, according to the configuration information of described mobile phone, adaptation processing is carried out in described advertisement; Throw in the advertisement of described adaptation processing to the webpage of user's current accessed.
Described putting module comprises: adaptation unit, be used for screen size information and resolution information according to described mobile phone, and generate the advertisement that shows that size and resolution are complementary.
The method that the mobile phone advertisement that the embodiment of the invention provides is thrown in, according to the keyword message of user capture webpage and user's integrated information, determine advertisement to user's input, making can be more targeted to user's advertisement delivery, obtain better advertisement delivery effect, obtain better market efficiency.
Description of drawings
The flow chart of the mobile phone advertisement put-on method that Fig. 1 provides for first embodiment of the invention;
The flow chart of the mobile phone advertisement put-on method that Fig. 2 provides for second embodiment of the invention;
The structural representation of the mobile phone advertisement dispensing device that Fig. 3 provides for first embodiment of the invention.
Embodiment
For the purpose, technical scheme and the advantage that make the embodiment of the invention clearer, below in conjunction with the accompanying drawing in the embodiment of the invention, technical scheme in the embodiment of the invention is clearly and completely described, obviously, described embodiment is the present invention's part embodiment, rather than whole embodiment.Based on the embodiment among the present invention, those of ordinary skills belong to the scope of protection of the invention not making all other embodiment that obtained under the creative work prerequisite.
The embodiment of the invention provides a kind of mobile phone advertisement put-on method, is used for realizing targetedly the user being thrown in mobile phone advertisement, improves the input effect of mobile phone advertisement.
The flow chart of a kind of mobile phone advertisement put-on method that provides for first embodiment of the invention referring to Fig. 1, the executive agent of method can be the mobile phone advertisement dispensing device in the service end, referring to Fig. 1, method comprises:
The keyword of step 11, extraction user accessing web page content, and obtain user ID.
In the present embodiment, when the user capture webpage, obtain the keyword in the user accessing web page, and user's sign so that follow-up according to user ID to user's advertisement delivery.Keyword can be the information such as title of webpage in the webpage, can be keywords such as tennis, basketball as the keyword of the webpage of sport category; Computer front-page keyword can be keywords such as notebook, USB flash disk.
In the present embodiment, at least from considering: i.e. user's basic document, user's current position information, the behavioural information of user capture webpage with lower angle.
Wherein, the information of registration when user's basic document can be registered for the user is as information such as age, job category, personal preferences.Can roughly determine type to user's advertisement delivery according to user's basic document, be the student as the user, then can tentatively determine throw in to this user the advertisement of office class articles for use, and the advertisement of luxury goods then can directly be got rid of.
User's current location information can pass through global positioning system (Global Positioning System, hereinafter to be referred as GPS) the business platform acquisition, according to user position information, can optionally throw in some advertisements relevant with user's current location, be in regional A as certain user is current, then can throw in the advertising message in places such as near the regional A market, cinema as the user, the advertisement that attracts the user can be provided thus.
The behavioural information of user capture webpage comprises: the time period information of user's accessed web page every day, month flow information of the type of user accessing web page, the frequency of visit and accessed web page etc.Behavioural information according to the user capture webpage, can roughly determine the peak period of user capture webpage, as certain user frequent every day at 12 o'clock to 2 o'clock browsing pages, can determine tentatively that then the Best Times to this user's advertisement delivery is at 12 o'clock to 2 o'clock, this period has best effect to user's advertisement delivery.The behavioural information of user's accessed web page can obtain from the automatic record of intelligent advertisement platform.
By above-mentioned introduction as can be known, can roughly determine the type of the advertisement of throwing in to the user according to user's basic document; Current location information according to the user can preferentially be thrown in the advertisement relevant with the user position to the user; Can roughly determine Best Times section according to the behavioural information of user capture webpage to user's advertisement delivery.In the present embodiment, when determining the advertisement of throwing in to the user, can be according to concrete needs, utilize in these three kinds of information of behavioural information of basic document, positional information, accessed web page of user one or more, the information of utilizing is many more, and then the trend of purchasing user's of Que Dinging advertisement is just accurate more.Preferably, best three kinds of information are all utilized to determine to invest user's advertisement accurately.
According to described keyword and described integrated information, the mode that generates the described user's of coupling advertisement can have multiple, can in the mobile phone advertisement dispensing device of service end, preestablish the strategy of the advertisement that generates match user, make this equipment generate the advertisement of match user according to this preset strategy.Below describe with instantiation:
User A is a basketball for the keyword of the webpage of visit, and its identity is the student in the basic document of user A, can determine that then the advertisement of match user A is: low side basketball user's advertisement.
User B is cosmetics for the keyword of the webpage of visit, and the current location of user B can determine that then the advertisement of match user B is: the advertisement for cosmetics of market N or cosmetics promotional advertisement at market N annex.
User C is a computer for the keyword of the webpage of visit, the identity of user C is the programmer, user C can determine then that through 1 left and right sides browsing page of being everlasting the advertisement of match user C is: the advertisement of computer product, and be 1 point to the Best Times of user C advertisement delivery.
By above-mentioned introduction as can be known, the method that the mobile phone advertisement that the embodiment of the invention provides is thrown in according to the keyword of user capture website and user's integrated information, is determined the advertisement with user's coupling, making thus can be more targeted to the advertisement of user's input, can obtain better advertising results.
After having determined the advertisement of mating, just can throw in described advertisement to the webpage of user's current accessed with the user.
When advertisement delivery, be in the advertisement column of throwing in webpage, therefore, the advertisement that the advertisement column is play can be adopted the mode of loop play, such as the advertisement of having found 5 couplings, then can set priority earlier, according to the played in order advertisement of priority, and loop play successively.
In addition, for obtaining better advertisement delivery effect, in the advertisement column, during advertisement delivery, can also carry out the adaptive of terminal, render in the webpage that the user browses so that advertisement can be proper.The method of advertisement being carried out adaptation processing is as follows: obtain the configuration information of user's mobile phone, according to the configuration information of described mobile phone, adaptation processing is carried out in described advertisement; The configuration information of the mobile phone that obtains comprises the screen size information and the resolution information of mobile phone, according to this configuration information, generate the advertisement that shows that size and resolution are complementary, the advertisement that makes user's mobile phone receive thus can have better display effect, as a certain advertisement is the advertisement of stream media format, comprise literal, animation and sound,, then can throw in complete advertisement to the user if the user uses is large-screen mobile phone and resolution when higher; If the user uses is that the small screen mobile phone and resolution is not when being very high, then can carry out adaptation processing, as carry out suitable compression, animation and sound in the deletion advertisement advertisement, only display text advertisement etc. makes it possible to carry out more effective advertisement putting at user mobile phone thus.
Advertisement is carried out adaptive, can be made things convenient for the user by reading guaranteeing that webpage that the user browses keeps carrying out the adjustment of space of a whole page layout to the advertisement column in the webpage under the prerequisite of content intact.
The method that the mobile phone advertisement that the embodiment of the invention provides is thrown in, according to the keyword message of user capture webpage and user's integrated information, determine advertisement to user's input, making can be more targeted to user's advertisement delivery, obtain better advertisement delivery effect, obtain better market efficiency.
Referring to the method flow diagram that Figure 2 shows that a kind of mobile phone advertisement input that invention second embodiment provides, this method makes full use of operator's existing network resources, based on existing mobile phone browser framework, throws in advertisement targetedly to the user.Referring to Fig. 2, this method comprises:
Step 21, mobile phone terminal by browser client to browser server request access websites.
Step 22, browser server send request to the web application server.
Step 23, web application server feed back requested web page contents to browser server.
Step 24, browser server extract keyword in website.
Step 25, browser server send to advertising platform with web page contents keyword and subscriber phone number, ask advertisement accurately.
Step 26, advertising platform send user's phone number to base station sub-system module (Base Station Subsystem is hereinafter to be referred as BSS) platform and GPS locating platform.
Step 27, BSS platform return user's the essential information and the behavioural information of user capture webpage to advertising platform;
Step 28, GPS locating platform return user position information to advertising platform.
Step 29, advertising platform generate this user's of coupling accurate advertisement according to the keyword of user capture website, user's essential information, the behavioural information and the user position information of user capture website.
Step 210, advertising platform are returned the advertisement accurately of this and user's coupling to browser server.
Step 211, browser server carry out adaptation processing to this advertisement.
The advertisement column of step 212, the browser server advertisement putting after with adaptation processing in user's webpage returns this webpage to the user.
The method that the mobile phone advertisement that the embodiment of the invention provides is thrown in, according to the keyword message of user capture webpage and user's integrated information, determine advertisement to user's input, making can be more targeted to user's advertisement delivery, obtain better advertisement delivery effect, obtain better market efficiency.
Referring to the structural representation of the equipment that Figure 3 shows that a kind of mobile phone advertisement input that invention the 3rd embodiment provides, this device comprises:
Putting module 34 is used for throwing in described advertisement to the webpage of user's current accessed.
Described putting module 34 is used for basic document, accessed web page behavioural information according to the user, determines the time of advertisement delivery; Time at the described advertisement delivery of determining is thrown in described advertisement to the webpage of user's current accessed.
Described acquisition module 32 comprises: first acquiring unit is used to add up information such as time of obtaining user's browsing page and flow.
Described putting module 34 is used for the current location information according to the user, determines the advertisement relevant with user's current location; Webpage to user's current accessed is thrown in the described advertisement relevant with user's current location.
Described acquisition module 32 comprises: second acquisition unit is used for obtaining the current position of user by global positioning system.
Described putting module 34 is used to obtain the configuration information of user's mobile phone, according to the configuration information of described mobile phone, adaptation processing is carried out in described advertisement; Throw in the advertisement of described adaptation processing to the webpage of user's current accessed.
Described putting module 34 comprises: adaptation unit, be used for screen size information and resolution information according to described mobile phone, and generate the advertisement that shows that size and resolution are complementary.
The equipment that the mobile phone advertisement that the embodiment of the invention provides is thrown in, according to the keyword message of user capture webpage and user's integrated information, determine advertisement to user's input, making can be more targeted to user's advertisement delivery, obtain better advertisement delivery effect, obtain better market efficiency.
One of ordinary skill in the art will appreciate that: accompanying drawing is the schematic diagram of an embodiment, and module in the accompanying drawing or flow process might not be that enforcement the present invention is necessary.
One of ordinary skill in the art will appreciate that: the module in the device among the embodiment can be described according to embodiment and be distributed in the device of embodiment, also can carry out respective change and be arranged in a device that is different from present embodiment.The module of the foregoing description can be merged into a module, also can further split into a plurality of submodules.
The invention described above embodiment sequence number is not represented the quality of embodiment just to description.
One of ordinary skill in the art will appreciate that: all or part of step that realizes said method embodiment can be finished by the relevant hardware of program command, aforesaid program can be stored in the computer read/write memory medium, this program is carried out the step that comprises said method embodiment when carrying out; And aforesaid storage medium comprises: various media that can be program code stored such as ROM, RAM, magnetic disc or CD.
It should be noted that at last: above embodiment only in order to technical scheme of the present invention to be described, is not intended to limit; Although with reference to previous embodiment the present invention is had been described in detail, those of ordinary skill in the art is to be understood that: it still can be made amendment to the technical scheme that previous embodiment is put down in writing, and perhaps part technical characterictic wherein is equal to replacement; And these modifications or replacement do not make the essence of appropriate technical solution break away from the spirit and scope of embodiment of the invention technical scheme.
Claims (14)
1. the mobile phone advertisement method of throwing in is characterized in that described method comprises:
Extract the keyword of the web page contents of user's current accessed, and obtain user ID;
Obtain user's integrated information, described integrated information comprises in following at least: user's basic document; User's current location information; The behavioural information of user capture webpage;
According to described keyword and described integrated information, generate the described user's of coupling advertisement;
Throw in described advertisement to the webpage of user's current accessed.
2. the method that mobile phone advertisement according to claim 1 is thrown in is characterized in that described webpage to user's current accessed is thrown in described advertisement, comprising:
According to user's basic document, accessed web page behavioural information, determine the time of advertisement delivery;
Time at the described advertisement delivery of determining is thrown in described advertisement to the webpage of user's current accessed.
3. the method that mobile phone advertisement according to claim 2 is thrown in is characterized in that, obtains the behavioural information of described user capture webpage, comprising:
Statistics is obtained the time and the flow information of user's browsing page.
4. the method that mobile phone advertisement according to claim 1 is thrown in is characterized in that described webpage to user's current accessed is thrown in described advertisement, comprising:
According to user's current location information, determine the advertisement relevant with user's current location;
Webpage to user's current accessed is thrown in the described advertisement relevant with user's current location.
5. the method that mobile phone advertisement according to claim 4 is thrown in is characterized in that, obtains described user's current location information, comprising:
Obtain the current position of user by global positioning system.
6. the method that mobile phone advertisement according to claim 1 is thrown in is characterized in that described webpage to user's current accessed is thrown in described advertisement, comprising:
Obtain the configuration information of user's mobile phone,, adaptation processing is carried out in described advertisement according to the configuration information of described mobile phone;
Throw in the advertisement of described adaptation processing to the webpage of user's current accessed.
7. the method that mobile phone advertisement according to claim 6 is thrown in is characterized in that described configuration information according to described mobile phone carries out adaptation processing with described advertisement, comprising:
According to the screen size information and the resolution information of described mobile phone, generate the advertisement that shows that size and resolution are complementary.
8. the equipment that mobile phone advertisement is thrown in is characterized in that, comprising:
Extraction module is used to extract the keyword of the web page contents of user's current accessed, and obtains user ID;
Acquisition module is used to obtain user's integrated information, and described integrated information comprises in following at least: user's basic document; User's current location information; The behavioural information of user capture webpage;
Matching module is used for according to described keyword and described integrated information, generates the described user's of coupling advertisement;
Putting module is used for throwing in described advertisement to the webpage of user's current accessed.
9. the equipment that mobile phone advertisement according to claim 8 is thrown in is characterized in that,
Described putting module is used for basic document, accessed web page behavioural information according to the user, determines the time of advertisement delivery; Time at the described advertisement delivery of determining is thrown in described advertisement to the webpage of user's current accessed.
10. the equipment that mobile phone advertisement according to claim 9 is thrown in is characterized in that described acquisition module comprises:
First acquiring unit is used to add up the time and the flow information that obtain user's browsing page.
11. the equipment that mobile phone advertisement according to claim 8 is thrown in is characterized in that,
Described putting module is used for the current location information according to the user, determines the advertisement relevant with user's current location; Webpage to user's current accessed is thrown in the described advertisement relevant with user's current location.
12. the equipment that mobile phone advertisement according to claim 11 is thrown in is characterized in that described acquisition module comprises:
Second acquisition unit is used for obtaining the current position of user by global positioning system.
13. the equipment that mobile phone advertisement according to claim 8 is thrown in is characterized in that,
Described putting module is used to obtain the configuration information of user's mobile phone, according to the configuration information of described mobile phone, adaptation processing is carried out in described advertisement; Throw in the advertisement of described adaptation processing to the webpage of user's current accessed.
14. the equipment that mobile phone advertisement according to claim 13 is thrown in is characterized in that described putting module comprises:
Adaptation unit is used for screen size information and resolution information according to described mobile phone, generates the advertisement that shows that size and resolution are complementary.
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|---|---|---|---|
| CN2010102848375A CN101951441A (en) | 2010-09-16 | 2010-09-16 | Mobile telephone advertisement delivery method and equipment |
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| CN2010102848375A CN101951441A (en) | 2010-09-16 | 2010-09-16 | Mobile telephone advertisement delivery method and equipment |
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