CN105590230A - System and method of precisely delivering outdoor ad - Google Patents
System and method of precisely delivering outdoor ad Download PDFInfo
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- CN105590230A CN105590230A CN201410571463.3A CN201410571463A CN105590230A CN 105590230 A CN105590230 A CN 105590230A CN 201410571463 A CN201410571463 A CN 201410571463A CN 105590230 A CN105590230 A CN 105590230A
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Abstract
The invention discloses a system for precisely delivering an outdoor ad, which comprises a user tag management unit, an ad screen management unit and an ad source management unit, wherein the user tag management unit is used for adding tags to a user and managing the tags of the user according to service information, user information and control information acquired by a telecommunication system, wherein the user tags comprise a time-space tag and a consumption characteristic tag; the ad screen management unit is used for an associated relationship among the user, the ad screen, the time and the space and the consumption characteristics according to the user tags added by the user tag management unit and the ad screen information, and an ad playing strategy is acquired according to the associated relationship; and the ad source management unit is used for acquiring a corresponding ad source to be sent to an outdoor ad screen to be played according to the acquired ad playing strategy by the ad screen management unit. Thus, precise outdoor ad delivery can be realized. The invention also discloses a method of precisely delivering the outdoor ad.
Description
Technical field
The present invention relates to advertisement putting field, be specifically related to outdoor advertising input technology.
Background technology
Advertisement is a kind of products propaganda means that businessman adopts, if advertisement putting can be for corresponding with productConsumer groups, undoubtedly can obtain good sale achievement, otherwise for wrong consumer groups, noBut well promotion, also can cause that consumer dislikes, and therefore each businessman all wishes to find and productCorresponding consumer groups, realize advertisement putting accurately.
In the outdoor advertising launch processes such as current building, public transport, subway, audient is lacked to specific aim analysis, nothingMethod realizes at times and precisely throwing in, and the advertisement putting of doing something in a confused manner has caused audient's larger dislike. Wide out of doorsAnnouncement field comprises the billboard on electronic bill-board, public transport or the subway between building, has ad content controlAnd the correlation technique of user's program request, these technology have only built outdoor video ad content Play Control systemSystem, does not but relate to according to audient's consumption feature and carries out the content that ad content is precisely thrown in.
There is the skill of browsing behavior and carrying out advertisement accurately input according to user's history web pages in Internet advertising fieldArt, but correlation technique has only utilized user's internet behavior data to carry out advertisement text or advertisement keywordCoupling, does not have user's consumption feature, spatial behavior data, therefore cannot judge user's consuming capacityWith behavior track, determined its be applied to outdoor advertising throw in field, still cannot solve outdoor advertising forSpecific audient crowd carries out the problem of precisely throwing in.
In sum, how to realize the outdoor advertising for specific crowd is precisely thrown in, become urgently to be resolved hurrilyProblem.
Summary of the invention
The invention provides the accurate jettison system of a kind of outdoor advertising, described system comprises:
User tag administrative unit, for collection comes up according to telecommunication system business information, user profile,Control information is to user add label leading subscriber label, and institute's user tag comprises " space-time label ", " disappearsTake feature tag ";
Advertisement screen administrative unit, for the user tag and the advertisement screen letter that add according to user tag administrative unitBreath is determined user, advertisement screen, space-time, consumption feature incidence relation, obtains advertisement according to described incidence relationBroadcast strategy;
Advertisement source administrative unit, calculates according to advertisement screen administrative unit the advertisement broadcast strategy obtaining and obtains correspondingAdvertisement source send to outdoor advertisement screen to play.
Preferably, described user tag administrative unit further comprises:
Space-time label model, for the business information, the control information that come up according to described telecommunication system collectionExtract user's time, cell information to user's filling " space-time label ";
Consumption feature label model, for the user of the business information of coming up according to described telecommunication system collectionTelecommunication service consumption number is to user's filling " consuming capacity label "; Come up according to described telecommunication system collectionIn business information, user's accessed web page information and merchandise news are annotated by " commodity preference label " to user, described in" consumption feature label " comprises described " consuming capacity label ", " commodity preference label ";
In described merchandise news, include the merchandise newss such as merchandise classification, commodity brand, commodity price.
Preferably, described advertisement screen administrative unit further comprises:
User advertising screen relating module, for according to the cell information at advertisement screen place and described space-time label mould" the consuming capacity mark that piece is annotated to user to " space-time label " and the consumption feature label model of user's fillingSign ", " commodity preference label " determine user, advertisement screen, space-time, consumption feature incidence relation, and depositStorage is " advertisement screen time consumption feature correlation tag ";
Advertisement broadcast strategy computing module, for shielding " the advertisement of relating module storage according to described user advertisingScreen time consumption feature correlation tag " information calculate advertisement broadcast strategy.
Preferably, described user advertising screen relating module further comprises:
Fixation of advertisement screen relating module, for shielding cell information and the described user at place according to fixation of advertisement" space-time label " and " consumption feature label " acquisition " advertisement screen time consumption feature correlation tag ";
Moving advertising screen relating module, for obtaining according to described telecommunication system user time, cell informationIts shiftable haulage line, when described user's shiftable haulage line shields in the time that circuit is consistent, according to institute with described moving advertisingState user's " space-time label " and " consumption feature label " acquisition " associated mark of advertisement screen time consumption featureSign ".
Detailed, described definite described user's shiftable haulage line shields by way of the consistent side of circuit with described moving advertisingMethod is:
The starting point community of described user's shiftable haulage line, intermediate point community, terminal community all with described moving advertisingShield consistent by way of starting point community, intermediate point community, the terminal community of circuit.
Described advertisement broadcast strategy computing module calculates in described " advertisement screen time consumption feature correlation tag "The weights of various information, determine described advertisement broadcast strategy according to the result of described calculating weights.
Preferably, described advertisement source administrative unit further comprises:
Advertisement source acquisition module, obtains for the broadcast strategy calculating according to described advertisement broadcast strategy computing moduleGet corresponding advertisement source;
Advertisement screen determination module, true for the broadcast strategy calculating according to described advertisement broadcast strategy computing moduleFixed corresponding advertisement screen is play the advertisement source that described advertisement source acquisition module obtains.
The present invention also discloses the accurate put-on method of a kind of outdoor advertising, it is characterized in that, described method comprises:
Collection comes up according to telecommunication system business information, user profile, control information are to user add labelAnd stored user label, described user tag comprises " space-time label ", " consumption feature label ";
Determine that according to described user tag and advertisement screen information user, advertisement screen, space-time, consumption feature are associatedRelation, obtains advertisement broadcast strategy according to described incidence relation;
Obtaining corresponding advertisement source according to described advertisement broadcast strategy sends to outdoor advertisement screen to play.
Preferably,
In the business information of coming up according to described telecommunication system collection, control information, extract time, little of userDistrict's information is to user's filling " space-time label ";
Described " consumption feature label " comprises described " consuming capacity label ", " commodity preference label ";
User's telecommunication service consumption number in the business information of coming up according to described telecommunication system collection is to userFilling " consuming capacity label ";
In the business information of coming up according to described telecommunication system collection user's accessed web page information and merchandise news toUser's annotate " commodity preference label ";
In described merchandise news, include the merchandise newss such as merchandise classification, commodity brand, commodity price.
Preferably,
According to the cell information at advertisement screen place and described user " space-time label " and " consuming capacity label "," commodity preference label " determines user, advertisement screen, space-time, consumption feature incidence relation, and is stored as " wideAccuse screen time consumption feature correlation tag ";
Calculate advertisement according to the information of " the advertisement screen time consumption feature correlation tag " of described storage and play planSlightly.
Preferably,
According to the cell information at fixation of advertisement screen place, described user's " space-time label " and " consumption featureLabel " acquisition " advertisement screen time consumption feature correlation tag ";
Obtain its shiftable haulage line according to user time, cell information in described telecommunication system, when described user movesShield in the time that circuit is consistent with described moving advertising on moving-wire road, according to described user " space-time label ", " disappearTake feature tag " acquisition " advertisement screen time consumption feature correlation tag ".
Detailed, determine that described user's shiftable haulage line shields by way of the whether consistent side of circuit with described moving advertisingMethod is specially:
The starting point community of described user's shiftable haulage line, intermediate point community, terminal community all with described moving advertisingShield consistent by way of starting point community, intermediate point community, the terminal community of circuit.
Calculate the weights of " advertisement screen time consumption feature correlation tag " middle various information of storage, according to instituteState the result of calculating weights and determine described advertisement broadcast strategy.
Preferably,
Obtain corresponding advertisement source according to described advertisement broadcast strategy;
Determine according to described advertisement broadcast strategy the advertisement source that corresponding advertisement screen obtains described in playing.
The present invention generates user's commodity preference, consuming capacity label centered by commodity preference, consuming capacityMethods analyst particular user consumption feature; Taking cell mobile communication systems Zhong community as intermediary, associated mobileThe method of communication user and concrete building, region, circuit billboard is by user's appearance place and advertisement screenLocation associates, further associated advertisement screen and customer consumption feature; According to the customer consumption of collectingThe weight of the each each commodity of period of feature calculation, obtains advertisement serving policy according to weight. Such advertisement planSlightly obtain based on having added up day part customer consumption feature, ensured to come advertisement screen as most of usersWhen front, advertisement screen is being play the advertisement conforming to its consumption feature, accomplishes to greatest extent the essence of outdoor advertisingAccurate input.
Brief description of the drawings
The structural representation of the accurate jettison system of a kind of outdoor advertising that Fig. 1 provides for the embodiment of the present invention one;
Fig. 2 provides system architecture schematic diagram for the embodiment of the present invention two;
Fig. 3 is the accurate put-on method schematic flow sheet of a kind of outdoor advertising provided by the invention;
Fig. 4 is the embodiment of the present invention three supplying method schematic flow sheets;
Detailed description of the invention
Describe cooperation diagram and embodiment in detail embodiments of the present invention below, by this to the present invention asThe implementation procedure that what application technology means solves technical problem and reaches technology effect can fully understand and according to thisImplement.
Along with the development of ecommerce and mobile Internet, increasing people's custom is purchased on the netThing, when user carries out the Internet activity, can reveal its interested merchandise news. But to a certain extent,The data such as user's space behavioral data, consumer behavior data, internet behavior data belong to privacy of user, due toPrivacy of user belongs to sensitive information, has larger difficulty on data acquisition. Telecom operators are due to pipelineFactor, in the side of obtaining of the data such as user's space behavioral data, consumer behavior data, internet behavior dataFace possesses natural advantage, can directly go out roughly according to consumer behavior data, internet behavior data analysisCustomer consumption characteristic information.
Cellular mobile communication is several communities by chlamydate institute regional classification, sets up one in each communityBase station is the user's service in this cell range, when therefore the mobile terminal of user's use is through community, there will beRelevant cell information. Because each community has certain coverage, therefore community can with geographical positionPut corresponding, the advertisement screen in therefore can mark cell coverage area, thus obtain the little of advertisement screen placeDistrict's information.
Below as shown in Figure 1, provide embodiments of the invention one and set forth the accurate jettison system of a kind of outdoor advertising,Described system comprises:
User tag administrative unit 1, for collection comes up according to telecommunication system business information, user profile,Control information is to user add label leading subscriber label, described user tag comprise " space-time label "," consumption feature label ".
Telecommunication system comprises a lot of subsystems, and the data that each management subsystem is different, as (managed through subsystemAnalytical system), ticket collection system, signaling monitoring system, DPI system etc. These telecommunication systems can be carriedFor a lot of available data, by these data so that can obtain user ticket, user mobile phone position moreInfo web, user's telecommunication service cost information monthly etc. of new signaling information, user's access.
" space-time label " comprises time and the space label of telecommunication user, record telecommunication user when inWhere. Because mobile cellular network is divided into multiple communities, therefore with the cell ID user at user placeGeographical location information.
" consumption feature label " comprises the label of telecommunication user consumption feature, and then mainly sentences from two aspectsDetermine user's consumption feature, i.e. consuming capacity and consumption preference.
According to gathering the information of coming up in telecommunication system, " space-time the label " " consumption feature of having given user addLabel ", can know certain time somewhere point user's consumption feature.
Advertisement screen administrative unit 2, for the user tag and the advertisement screen that add according to user tag administrative unit 1Information is determined user, advertisement screen, space-time, consumption feature incidence relation, obtains wide according to described incidence relationAccuse broadcast strategy.
Advertisement screen information comprises the self attributes of advertisement screen and the mobile cellular network community at advertisement screen place, thisA little information can be predicted in advance, if existing, community, advertisement screen place and user's space-time label Zhong community occur simultaneously,Can illustrate that this user there will be the position at advertisement screen place at the time in space-time label. So this timeBetween play and meet customer consumption preference and be applicable to the Commdity advertisement of its consuming capacity, more easily facilitate sale.
Due to uncertain through the number of users of community, advertisement screen place, " the space-time label " by user," consumption feature label " and community, advertisement screen place, can be by user, advertisement screen, space-time, consumption featureCarry out association, thereby obtain certain information accumulation, can obtain advertisement broadcast strategy by these incidence relations,Select most preferred advertisement to play scheme.
Obtaining advertisement broadcast strategy by incidence relation can have several different methods and standard, for example, can close according to associationIn system, the weight of each information is determined the advertisement of preferably playing, and that also can pay in conjunction with similar businessman according to weight is wideAnnouncement expense is determined the advertisement of preferably playing.
Advertisement source administrative unit 3, calculates according to advertisement screen administrative unit 2 the advertisement broadcast strategy obtaining and obtains phaseThe advertisement source of answering sends to outdoor advertisement screen to play.
Advertisement source can be kept in the memory space that advertisement screen operator provides, advertisement source administrative unit 3 basesAdvertisement broadcast strategy obtains advertisement in corresponding memory space, plays at corresponding outdoor advertisement screen.
In order better to set forth the present invention, provide embodiments of the invention two below, as shown in Figure 2:
User tag administrative unit 1 further comprises:
Space-time label model 11, for the business information, the control information that come up according to described telecommunication system collectionTime of middle extraction user, cell information are to user's filling " space-time label ".
The letters such as described user " space-time label " essential record Subscriber Number, time (start-stop), LAC, CIBreath.
Cellulor mobile communication is several communities by all regional classifications that will cover, and sets up in each communityA base station is the user's service in this cell range.
Lane place: also referred to as LA, locationarea, is to be speech (note) paging in GSMAnd the region arranging. A lane place can comprise one or more communities.
Route Area: also referred to as RA, RoutingArea, is for data page arranges in GSMA region. A Route Area can comprise one or more communities.
Ticket: refer to original communication original record information, can be referred to as again detailed list. Mentioned in the present inventionTicket can be divided into voice conversation ticket and surfing Internet with cell phone ticket. These two all comprises user's communication (surfing Internet with cell phone)Time Subscriber Number, call (surfing Internet with cell phone) time, call (surfing Internet with cell phone) time community, user place markKnow (CELLID, referred to as CI), Location Area Identification (locationareacode, referred to as LAC) orPerson's Routing Area Identifier (RoutingAreaID, referred to as RAI). In surfing Internet with cell phone ticket, also comprise onlineIP address or network address.
Signaling is upgraded in position: normally to carry out in order ensureing to communicate by letter, to need the position to mobile phone in GSMPut and manage, need mobile phone to report position to upgrade signaling, in signaling, carried CI, the LAC at mobile phone placeOr RAI, position is upgraded signaling and is belonged to control information.
Space-time label model upgrades extraction time, cell information signaling information from ticket, position and adds to userThe space-time label of Zhu Shijian-community.
Consumption feature label model 12, for the use of the business information of coming up according to described telecommunication system collectionFamily telecommunication service consumption number is to user's filling " consuming capacity label "; Gather according to described telecommunication systemIn the business information of coming, user's accessed web page information and merchandise news is to user's filling " commodity preference label ",Described " consumption feature label " comprises described " consuming capacity label ", " commodity preference label ".
Consumption feature label model 12 obtains after the call cost information of user's history, according to different cost numbersThe corresponding different consuming capacity label of volume is to user's filling " consuming capacity label ", " consuming capacity label "The information such as essential record Subscriber Number, consuming capacity.
The merchandise classification that contains according to user's accessed web page content in commodity preference label model, commodity brand,The merchandise newss such as commodity price are to user annotate type of merchandise preference, Brang Preference, price preference label, " businessProduct preference label " information such as essential record Subscriber Number, merchandise classification, trade mark, commodity price.
For the ease of adding " commodity preference label ", can pre-stored merchandise news, comprise the type of merchandise,Commodity brand, commodity price information. Commodity not only comprise physical goods, also comprise service commodity.
Multiple webpages that user browses repeatedly commodity preference label of can annotating.
" consuming capacity label " can regularly upgrade, and the time limit can arrange according to actual conditions, as wordsExpense bill is taking the moon as unit, and consuming capacity label is set as renewal in January one. The height of consuming capacity also canSet flexibly according to actual conditions, can be set as consumption as moon telecommunication service consumption number reaches 200 yuanAbility is high.
Advertisement screen administrative unit 2 further comprises:
User advertising screen relating module 21, for according to the cell information at advertisement screen place and described space-time labelModule 11 is to " space-time label " and consumption feature label model 12 " the disappearing to user's filling of user's fillingExpense ability label ", " commodity preference label " determine that user, advertisement screen, space-time, consumption feature are associated and closeSystem, and be stored as " advertisement screen time consumption feature correlation tag ".
The object of accurately throwing in for target group due to advertisement is to be informed in specific time point for view of advertisementThe person's of seeing consumption feature is carried out advertisement broadcasting, therefore needs to add up the associated of advertisement screen and time and consumption featureRelation, further determines advertisement broadcast strategy according to these incidence relations.
User advertising screen relating module 21 further comprises:
Fixation of advertisement screen relating module 211, for shielding cell information and the described user at place according to fixation of advertisement" space-time label " and " consumption feature label " acquisition " advertisement screen time consumption feature correlation tag ".
Fixation of advertisement screen refers to the irremovable advertisement screen of installing in the fixed buildings such as building.
Moving advertising screen relating module 212, for obtaining according to described telecommunication system user time, cell informationGet its shiftable haulage line, when described user's shiftable haulage line and described moving advertising are shielded in the time that circuit is consistent, according to" advertisement screen time consumption feature is associated with " consumption feature label " acquisition for described user's " space-time label "Label ".
Moving advertising screen refers at public transport, subway, light rail etc. and moves according to particular course install wide is setAccuse screen, due to moving advertising screen by way of route substantially do not change, its by way of telecommunications community also do not send outChanging, can clearly know this moving advertising screen by way of cell information. Complete due to these facilitiesRoute is made up of the line segment between website, therefore only has definite user to be positioned on these MOVING STRUCTUREs, is only movementThe audient crowd of advertisement screen broadcast advertisement.
Line segment between these MOVING STRUCTURE two stations, need to pass through starting point community, intermediate point community, terminal community,In the time that starting point community, intermediate point community, the terminal community of user's cell information and MOVING STRUCTURE is in full accord,Can determine that it is positioned on this MOVING STRUCTURE, become the audient crowd that moving advertising screen is play.
Advertisement broadcast strategy computing module 22, for shielding the " wide of relating module storage according to described user advertisingAccuse screen time consumption feature correlation tag " information calculate advertisement broadcast strategy.
Time, advertisement screen, user's commodity preference label, consuming capacity are associated to advertisement screen, form advertisementScreen-time m-consumption feature. Can set a measurement period, calculate the advertisement broadcast strategy in this cycle, with the moonFor example, use of that month user tag data, user, time, advertisement screen incidence relation data meter at the end of monthCalculate. In measurement period advertisement broadcast strategy computing module can by within one day 24 hours, be divided into 12 time periods (orArrange according to actual conditions), calculate each commodity preference label in each time period of this moon, disappearThe ratio of the quantity of taking ability label in total number of labels, generates this commodity preference label, consuming capacityThe weights of label. Obtain advertisement broadcast strategy according to weights.
Advertisement source administrative unit 3 further comprises:
Advertisement source acquisition module 31, for the broadcasting plan of calculating according to described advertisement broadcast strategy computing module 22Slightly obtain corresponding advertisement source.
Advertisement source can the specific memory space of individualism in, can be that the advertisement that telecom operators provide is depositedStorage space, can be also the ad storage space that advertisement operators provides, and advertisement source acquisition module can basisAdvertisement broadcast strategy obtains corresponding advertisement source in corresponding memory space.
Advertisement screen determination module 32, for the broadcasting plan of calculating according to described advertisement broadcast strategy computing module 22Slightly definite corresponding advertisement screen is play the advertisement source that described advertisement source acquisition module obtains.
Because advertisement broadcast strategy calculates and obtained, it is wide when specific advertisement screen plays whatAccuse, therefore advertisement screen determination module only need to find and determine that this advertisement screen obtains according to advertisement source acquisition moduleAdvertisement source carry out advertisement play.
The present invention, by distinctive information in telecommunication system, comprises that mobile phone users is at the position of different time letterThe consumption feature information of breath, mobile phone users, by the positional information at these information and billboard placeMake final related information, just can know that a time period appears at the consumption spy of the crowd before this advertisement screenLevy, this period is play the advertisement that meets its consumption feature, has completed the consumption for specific audience crowdThe accurate advertisement of feature is thrown in, and can facilitate greatly consumption.
For the accurate jettison system of a kind of outdoor advertising of better explanation the present invention is described, detailed below in conjunction with exampleDescribe the operation principle of bright native system in detail.
Space-time label model 11 in user tag administrative unit 1 is user add " space-time label ".
8 of certain person 139XXXXYYYY of user mornings are that 115, CI has initiated in 12367 at LACCall (or surfing Internet with cell phone), this call (or surfing Internet with cell phone) ticket can be with certain person cell-phone number, 8 points,LAC is that 115, CI is the information such as 12367. Surfing Internet with cell phone ticket, location update message are similar. Use handPlane No. representative of consumer. To 139XXXXYYYY annotate 8 points-LAC be 115, CI be 12367 timeEmpty label.
Consumption feature label model 12 in user tag administrative unit 1 is user add " consuming capacity label "" commodity preference label ".
200 yuan of certain person 139XXXXYYYY of the user average costs of call in 6 months in the past. At consuming capacity markIn label administration module database, monthly call on average spends 200 yuan and corresponds to booming income crowd, at consumption energyIn power to the consuming capacity label of 139XXXXYYYY filling booming income. (definition for consuming capacity canSet flexibly according to actual conditions, the present embodiment only, taking the corresponding booming income of 200 yuan of call rates as example, is not shownShow and only have this kind of method to set up)
Certain person 139XXXXYYYY accesses the information that comprises BMW in some webpages, gives139XXXXYYYY is at merchandise classification, trade mark filling automobile-BMW, and the high-grade target of commodity price is consumed preferenceLabel respectively once. Certain person 139XXXXYYYY accesses and in some webpages, comprises the letter that send fast food PizzartBreath, gives 139XXXXYYYY at merchandise classification, trade mark filling fast food-Pizzart, and commodity price top grade disappearsTake preference label respectively once. Multiple webpages repeatedly commodity preference label of can annotating.
Consumption feature label model can regular update user consuming capacity label, due to field of telecommunications ticketTaking the moon as unit, therefore can set renewal in January one, other field can be established according to the actual conditions cycle of carrying outPut.
User advertising in advertisement screen administrative unit 2 screen relating module 21 can be by advertisement screen and community associatedInformation, in conjunction with the cell information in user's space-time label, gets up user, advertisement screen, space time correlation, entersAnd by this user's " consuming capacity label ", " commodity preference label ", by user, advertisement screen, timeEmpty, consumption feature is carried out association, is stored as " advertisement screen time consumption feature correlation tag ".
It should be noted that advertisement screen has fixation of advertisement screen and moving advertising screen, fixation of advertisement screen refers to be arranged on buildingIrremovable advertisement screen on space or on other buildings, moving advertising screen refer to be arranged on bus, subway,The advertisement screen that light rail etc. move according to specific circuit.
Concrete association process example is as follows:
User, time, the association of fixation of advertisement screen
The associated cell information of building fixation of advertisement screen A is B1, B2, B3 ... The LAC of community B1Be that 115, CI is 12367. By the label of 139XXXXYYYY: 8 points-LAC is that 115, CI is12367 are associated as 8 points-fixation of advertisement screen A.
User, time, public transport, the association of subway line advertisement screen
Public transport, subway line are made up of multistage circuit. Each section of circuit is little by starting point community, multiple intermediate pointDistrict and terminal community composition. Only have order moving through starting point community, each intermediate point community, terminal communityMoving communication user is only the publicity object of public transport, subway line advertisement screen, just can set up incidence relation.
Certain starting point community, bus section is A1, and middle community is A2, A3 in order ..., terminal is littleDistrict is AN. The time m-community associated label of certain person 139XXXXYYYY is xx time-A1 ... when yy-A1,When zz, A2 ..., when ff-AN, if A1A2, A3 ... AN occurs in order, does not both occurOther community, does not lack part of path Zhong community, the label of 139XXXXYYYY: when xx yet-A1 ... when yy-and A1, when zz, A2 ..., when ff-time-public transport that AN is associated as xx, subway line are wideAccuse screen B.
Receive after the user tag data that user tag administrative unit 1 generates advertisement screen administrative unit every dayIn user advertising screen relating module just generate user, the time, " advertisement of advertisement screen incidence relation data formationScreen time consumption feature correlation tag " preserve.
139XXXXYYYY has following strip label: 139XXXXYYYY in measurement period, Gu 8 thirty-Determine advertisement screen A, vapour-BMW, top grade, fast food-Pizzart, top grade, automobile-BMW, top grade, booming income.138ZZZZMMMM has following strip label: 9 points-fixation of advertisement screen A, automobile-BMW, top grade, low receiptsEnter. " the advertisement screen time consumption feature correlation tag " forming in measurement period is as follows:
Fixation of advertisement screen A-8 thirty-automobile-BMW
Fixation of advertisement screen A-8 thirty-top grade,
Fixation of advertisement screen A-8 thirty-fast food-Pizzart,
Fixation of advertisement screen A-8 thirty-top grade,
Fixation of advertisement screen A-8 thirty-automobile-BMW,
Fixation of advertisement screen A-8 thirty-top grade,
Fixation of advertisement screen A-8 thirty-booming income,
Fixation of advertisement screen A-9 point-automobile-BMW,
Fixation of advertisement screen A-8 thirty-top grade,
Fixation of advertisement screen A-9 point-low income
Advertisement broadcast strategy settlement module 22 in advertisement screen administrative unit 2 is according to " consumption of advertisement screen time is specialLevy correlation tag " information calculate advertisement screen broadcast strategy. Below taking the method for calculating each information weights as exampleCalculate advertisement screen broadcast strategy, in practical application, can have " the advertisement screen time consumption feature association of multiple basisLabel " calculate the method for advertisement screen broadcast strategy, do not repeat them here.
In 8 point-10 time period, fixation of advertisement screen A, the label of merchandise classification, trade mark has automobile-BMW 3Inferior, fast food-Pizzart1 time, commodity price label has high-grade 4 times, and consuming capacity label has booming income 1 time,Low income 1 time. Can in the counting statistics cycle, the weights of respective labels be:
Fixation of advertisement screen A, at 8 o'clock to 10 o'clock, in the label of merchandise classification, trade mark, " automobile " weights were3/ (3+1)=75%, snack food weights are 1/ (3+1)=25%; " BMW " weights are 3/ (3+1)=75%, " Pizzart fast food " weights are 1/ (3+1)=25%; " booming income " power in consuming capacity labelValue is 1/ (1+1)=50%, and " low income " weights are 1/ (1+1)=50%; " height in commodity preference labelShelves " weights are 4/4=100%.
Can be at 8 o'clock high-grade automobiles to 10 point selection towards booming income crowd according to this weights outdoor advertisement screenSeries advertisements, optimum is BMW advertisement.
Advertisement source acquisition module 31 in advertisement source administrative unit 3 is wide according to above-mentioned definite broadcasting BMWAccuse the advertisement source of obtaining BMW from appropriate address.
Advertisement screen determination module 32 in advertisement source administrative unit 3, according to above-mentioned broadcast strategy, is determined advertisement screenA plays a broadcasting BMW advertisement in 8 point-10.
The present invention also discloses the accurate put-on method of a kind of outdoor advertising, as shown in Figure 3.
Step S101: collection comes up according to telecommunication system business information, user profile, control information are given and usedLabel stored user label are added in family, and described user tag comprises " space-time label ", " consumption feature label ".
Telecommunication system comprises a lot of subsystems, and the data that each management subsystem is different, as (managed through subsystemAnalytical system), ticket collection system, signaling monitoring system, DPI system etc. These telecommunication systems can be carriedFor a lot of available data, by these data so that can obtain user ticket, user mobile phone position moreInfo web, user's telecommunication service cost information monthly etc. of new signaling information, user's access.
" space-time label " comprises time and the space label of telecommunication user, record telecommunication user when inWhere. Because mobile cellular network is divided into multiple communities, therefore with the cell ID user at user placeGeographical location information.
" consumption feature label " comprises the label of telecommunication user consumption feature, and then mainly sentences from two aspectsDetermine user's consumption feature, i.e. consuming capacity and consumption preference.
According to gathering the information of coming up in telecommunication system, " space-time the label " " consumption feature of having given user addLabel ", can know certain time somewhere point user's consumption feature.
Step S102: determine user, advertisement screen, space-time, disappear according to described user tag and advertisement screen informationTake feature association relation, obtain advertisement broadcast strategy according to described incidence relation.
Advertisement screen information comprises the self attributes of advertisement screen and the mobile cellular network community at advertisement screen place, thisA little information can be predicted in advance, if existing, community, advertisement screen place and user's space-time label Zhong community occur simultaneously,Can illustrate that this user there will be the position at advertisement screen place at the time in space-time label. So this timeBetween play and meet customer consumption preference and be applicable to the Commdity advertisement of its consuming capacity, more easily facilitate sale.
Due to uncertain through the number of users of community, advertisement screen place, " the space-time label " by user," consumption feature label " and community, advertisement screen place, can be by user, advertisement screen, space-time, consumption featureCarry out association, thereby obtain certain information accumulation, can obtain advertisement broadcast strategy by these incidence relations,Select most preferred advertisement to play scheme.
Obtaining advertisement broadcast strategy by incidence relation can have several different methods and standard, for example, can close according to associationIn system, the weight of each information is determined the advertisement of preferably playing, and that also can pay in conjunction with similar businessman according to weight is wideAnnouncement expense is determined the advertisement of preferably playing.
Step S103: obtain corresponding advertisement source according to described advertisement broadcast strategy and send to outdoor advertisement screen to enterRow is play.
Advertisement source can be kept in the memory space that advertisement screen operator provides, advertisement source administrative unit 3 basesAdvertisement broadcast strategy obtains advertisement in corresponding memory space, plays at corresponding outdoor advertisement screen.
In order better to set forth the present invention, provide embodiments of the invention three below, as shown in Figure 4:
Step S201: extract user in the business information of coming up according to described telecommunication system collection, control informationTime, cell information to user's filling " space-time label ".
The letters such as described user " space-time label " essential record Subscriber Number, time (start-stop), LAC, CIBreath. Space-time label model upgrades extraction time, cell information signaling information from ticket, position and adds to userThe space-time label of Zhu Shijian-community.
Step S202: the user's telecommunication service consumption in the business information of coming up according to described telecommunication system collectionNumber is to user's filling " consuming capacity label ".
" consuming capacity label " mainly known from user's telecommunication service consumption number, and then derivative or suppositionUser's real consumption ability, if user's moon telecommunication service consumption number is 200 yuan, infers it and has heightConsuming capacity, infers it for low consumption ability as user's moon telecommunication service consumption data is only 50 yuan.
Step S203: in the business information of coming up according to described telecommunication system collection user's accessed web page information andMerchandise news is to user's filling " commodity preference label ".
The merchandise newss such as the merchandise classification that contains according to user's accessed web page content, commodity brand, commodity priceTo user annotate type of merchandise preference, Brang Preference, price preference label, " commodity preference label " is mainThe information such as recording user number, merchandise classification, trade mark, commodity price.
Step S204: according to the cell information at advertisement screen place and described user " space-time label " with " disappearExpense ability label ", " commodity preference label " determine that user, advertisement screen, space-time, consumption feature are associated and closeSystem, and be stored as " advertisement screen time consumption feature correlation tag ".
Advertisement screen has fixation of advertisement screen and moving advertising screen, and fixation of advertisement screen is mounted between building irremovableAdvertisement screen, moving advertising screen can be understood as the advertisement screen of the MOVING STRUCTURE that is arranged on specific mobile alignment,As public transport, subway, light rail etc.
According to the cell information at fixation of advertisement screen place, described user's " space-time label " and " consumption featureLabel " acquisition " advertisement screen time consumption feature correlation tag ".
Obtain its shiftable haulage line according to user time, cell information in described telecommunication system, when described user movesShield in the time that circuit is consistent with described moving advertising on moving-wire road, according to described user " space-time label ", " disappearTake feature tag " acquisition " advertisement screen time consumption feature correlation tag ".
The starting point community of described user's shiftable haulage line, intermediate point community, terminal community all with described moving advertisingShield consistent by way of starting point community, intermediate point community, the terminal community of circuit.
Step S205: calculate according to the information of " the advertisement screen time consumption feature correlation tag " of described storageAdvertisement broadcast strategy.
Calculate the weights of " advertisement screen time consumption feature correlation tag " middle various information of storage, according to instituteState the result of calculating weights and determine described advertisement broadcast strategy.
It should be noted that and also adopt in additive method basis " advertisement screen time consumption feature correlation tag "Information acquisition advertisement broadcast strategy, or in conjunction with other information, the advertising expenditure dropping into as advertiser etc.
Step S206: obtain corresponding advertisement source according to described advertisement broadcast strategy.
Advertisement source can the specific memory space of individualism in, can be that the advertisement that telecom operators provide is depositedStorage space, can be also the ad storage space that advertisement operators provides, and advertisement source acquisition module can basisAdvertisement broadcast strategy obtains corresponding advertisement source in corresponding memory space.
Step S207: determine the advertisement that corresponding advertisement screen obtains described in playing according to described advertisement broadcast strategySource.
The a few thing principle relating in the inventive method content, in components of system as directed by detailed explanation, thenInferior repeating no more.
The disclosed system and method for the application of the invention, has ensured in the time that most of users come before advertisement screen,Advertisement screen is being play the advertisement conforming to its consumption feature, accomplishes to greatest extent the accurate input of outdoor advertising.
Although the disclosed embodiment of the present invention as above, but described content is not in order to directly to limit thisThe protection domain of invention. Any the technical staff in the technical field of the invention, takes off not departing from the present inventionUnder the prerequisite of the spirit and scope of revealing, can do a little change what implement in form and in details. ThisBright protection domain, still must be as the criterion with the scope that appending claims was defined.
Claims (14)
1. the accurate jettison system of outdoor advertising, is characterized in that, described system comprises:
User tag administrative unit, for collection comes up according to telecommunication system business information, user profile,Control information is to user add label leading subscriber label, described user tag comprise " space-time label "," consumption feature label ";
Advertisement screen administrative unit, for the user tag and the advertisement screen that add according to user tag administrative unitInformation is determined user, advertisement screen, space-time, consumption feature incidence relation, obtains according to described incidence relationAdvertisement broadcast strategy;
Advertisement source administrative unit, calculates according to advertisement screen administrative unit the advertisement broadcast strategy obtaining and obtains phaseThe advertisement source of answering sends to outdoor advertisement screen to play.
2. system according to claim 1, is characterized in that, described user tag administrative unit is furtherComprise:
Space-time label model, for the business information, the control information that come up according to described telecommunication system collectionTime of middle extraction user, cell information are to user's filling " space-time label ";
Consumption feature label model, for the use of the business information of coming up according to described telecommunication system collectionFamily telecommunication service consumption number is to user's filling " consuming capacity label "; Gather according to described telecommunication systemIn the business information of coming, user's accessed web page information and merchandise news is to user's filling " commodity preference label ",Described " consumption feature label " comprises described " consuming capacity label ", " commodity preference label ";
In described merchandise news, include the merchandise newss such as merchandise classification, commodity brand, commodity price.
3. system according to claim 2, is characterized in that, described advertisement screen administrative unit is further wrappedDraw together:
User advertising screen relating module, for according to the cell information at advertisement screen place and described space-time label" the consumption energy that module is annotated to user to " space-time label " and the consumption feature label model of user's fillingPower label ", " commodity preference label " determine user, advertisement screen, space-time, consumption feature incidence relation,And be stored as " advertisement screen time consumption feature correlation tag ";
Advertisement broadcast strategy computing module, for shielding the " wide of relating module storage according to described user advertisingAccuse screen time consumption feature correlation tag " information calculate advertisement broadcast strategy.
4. system according to claim 3, is characterized in that, described user advertising screen relating module enters oneStep comprises:
Fixation of advertisement screen relating module, for shielding cell information and the described user at place according to fixation of advertisement" space-time label " and " consumption feature label " acquisition " advertisement screen time consumption feature correlation tag ";
Moving advertising screen relating module, for obtaining according to described telecommunication system user time, cell informationGet its shiftable haulage line, when described user's shiftable haulage line and described moving advertising are shielded in the time that circuit is consistent, rootAccording to " space-time label " and " consumption feature label " acquisition " advertisement screen time consumption feature of described userCorrelation tag ".
5. system according to claim 4, is characterized in that, described determine described user's shiftable haulage line withDescribed moving advertising screen by way of the consistent method of circuit is:
The starting point community of described user's shiftable haulage line, intermediate point community, terminal community are all wide with described movementAccuse screen consistent by way of starting point community, intermediate point community, the terminal community of circuit.
6. system according to claim 5, is characterized in that:
Described advertisement broadcast strategy computing module calculates described " advertisement screen time consumption feature correlation tag "The weights of middle various information, determine described advertisement broadcast strategy according to the result of described calculating weights.
7. system according to claim 5, is characterized in that, described advertisement source administrative unit is further wrappedDraw together:
Advertisement source acquisition module, for the broadcast strategy calculating according to described advertisement broadcast strategy computing moduleObtain corresponding advertisement source;
Advertisement screen determination module, for the broadcast strategy calculating according to described advertisement broadcast strategy computing moduleDetermine that corresponding advertisement screen plays the advertisement source that described advertisement source acquisition module obtains.
8. the accurate put-on method of outdoor advertising, is characterized in that, described method comprises:
Collection comes up according to telecommunication system business information, user profile, control information are to user add markSign and stored user label, described user tag comprises " space-time label ", " consumption feature label ";
Determine user, advertisement screen, space-time, consumption feature pass according to described user tag and advertisement screen informationConnection relation, obtains advertisement broadcast strategy according to described incidence relation;
Obtaining corresponding advertisement source according to described advertisement broadcast strategy sends to outdoor advertisement screen to play.
9. method according to claim 8, is characterized in that:
In the business information of coming up according to described telecommunication system collection, control information, extract user time,Cell information is to user's filling " space-time label ";
Described " consumption feature label " comprises described " consuming capacity label ", " commodity preference label ";
User's telecommunication service consumption number in the business information of coming up according to described telecommunication system collection is given and is usedFamily filling " consuming capacity label ";
User's accessed web page information and merchandise news in the business information of coming up according to described telecommunication system collectionTo user's filling " commodity preference label ";
In described merchandise news, include the merchandise newss such as merchandise classification, commodity brand, commodity price.
10. method according to claim 9, is characterized in that:
According to the cell information at advertisement screen place and described user's " space-time label " and " consuming capacity markSign ", " commodity preference label " determine user, advertisement screen, space-time, consumption feature incidence relation, and depositStorage is " advertisement screen time consumption feature correlation tag ";
Calculating advertisement according to the information of " the advertisement screen time consumption feature correlation tag " of described storage playsStrategy.
11. methods according to claim 10, is characterized in that:
According to the cell information at fixation of advertisement screen place, described user " space-time label " and " consumption spyLevy label " acquisition " advertisement screen time consumption feature correlation tag ";
Obtain its shiftable haulage line according to user time, cell information in described telecommunication system, as described userShiftable haulage line shields in the time that circuit is consistent with described moving advertising, according to described user " space-time label "," consumption feature label " acquisition " advertisement screen time consumption feature correlation tag ".
12. methods according to claim 11, is characterized in that, determine described user's shiftable haulage line withDescribed moving advertising screen is specially by way of the whether consistent method of circuit:
The starting point community of described user's shiftable haulage line, intermediate point community, terminal community are all wide with described movementAccuse screen consistent by way of starting point community, intermediate point community, the terminal community of circuit.
13. methods according to claim 12, is characterized in that:
Calculate the weights of " advertisement screen time consumption feature correlation tag " middle various information of storage, according toThe result of described calculating weights is determined described advertisement broadcast strategy.
14. methods according to claim 13, is characterized in that:
Obtain corresponding advertisement source according to described advertisement broadcast strategy;
Determine according to described advertisement broadcast strategy the advertisement source that corresponding advertisement screen obtains described in playing.
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Application publication date: 20160518 |