CN107071527A - The appraisal procedure and system of interactive advertisement - Google Patents

The appraisal procedure and system of interactive advertisement Download PDF

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Publication number
CN107071527A
CN107071527A CN201710202769.5A CN201710202769A CN107071527A CN 107071527 A CN107071527 A CN 107071527A CN 201710202769 A CN201710202769 A CN 201710202769A CN 107071527 A CN107071527 A CN 107071527A
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China
Prior art keywords
advertisement
played
interactive
response
broadcast
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Granted
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CN201710202769.5A
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Chinese (zh)
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CN107071527B (en
Inventor
田江明
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Beijing QIYI Century Science and Technology Co Ltd
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Beijing QIYI Century Science and Technology Co Ltd
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    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/47—End-user applications
    • H04N21/475—End-user interface for inputting end-user data, e.g. personal identification number [PIN], preference data
    • H04N21/4756—End-user interface for inputting end-user data, e.g. personal identification number [PIN], preference data for rating content, e.g. scoring a recommended movie
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H04N21/258—Client or end-user data management, e.g. managing client capabilities, user preferences or demographics, processing of multiple end-users preferences to derive collaborative data
    • H04N21/25808—Management of client data
    • H04N21/25841—Management of client data involving the geographical location of the client
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H04N21/258—Client or end-user data management, e.g. managing client capabilities, user preferences or demographics, processing of multiple end-users preferences to derive collaborative data
    • H04N21/25866—Management of end-user data
    • H04N21/25891—Management of end-user data being end-user preferences
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H04N21/266—Channel or content management, e.g. generation and management of keys and entitlement messages in a conditional access system, merging a VOD unicast channel into a multicast channel
    • H04N21/2668—Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/47—End-user applications
    • H04N21/475—End-user interface for inputting end-user data, e.g. personal identification number [PIN], preference data
    • H04N21/4758—End-user interface for inputting end-user data, e.g. personal identification number [PIN], preference data for providing answers, e.g. voting
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/81—Monomedia components thereof
    • H04N21/812—Monomedia components thereof involving advertisement data

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  • Engineering & Computer Science (AREA)
  • Multimedia (AREA)
  • Signal Processing (AREA)
  • Databases & Information Systems (AREA)
  • Human Computer Interaction (AREA)
  • Computer Graphics (AREA)
  • Business, Economics & Management (AREA)
  • Marketing (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Two-Way Televisions, Distribution Of Moving Picture Or The Like (AREA)
  • Information Transfer Between Computers (AREA)

Abstract

The embodiments of the invention provide a kind of appraisal procedure of interactive advertisement and system, it is related to Multimedia content analysis technical field, this method includes：When playing advertisement to be played, obtain and the corresponding advertisement interactive information previously generated of advertisement to be played is shown in the interaction display area previously generated.Obtain user and be directed to the interactive response that advertisement interactive information is made.The broadcast information of advertisement to be played, and the broadcast information according to advertisement to be played and interactive response are obtained, the response evaluation of advertisement to be played is determined.According to response evaluation and broadcast information, the result of broadcast of advertisement to be played is assessed.By the appraisal procedure of the interactive advertisement of the present invention, the result of broadcast for assessing advertisement is realized.

Description

The appraisal procedure and system of interactive advertisement
Technical field
The present invention relates to the appraisal procedure and system of Multimedia content analysis technical field, more particularly to interactive advertisement.
Background technology
Advertisement be in order to certain it is specific the need for, it is open and extensive transmitted to the public is believed by the media of certain forms The publicity measures of breath.In the today's society that media industry is flourishing, advertisement is even more the every nook and cranny for penetrating into the modern life.Particularly exist Internet highly developed today, major video media websites all can assign a certain amount of advertisement before video is played.And advertisement The assessment of result of broadcast, can help advertiser to adjust advertisement broadcast strategy in time, and benefit is played with the advertisement for obtaining maximum.
At present, when Internet video is played, it will usually add advertisement before the video that will be played.In the prior art, broadcast Equipment advertisement in the way of interactive is put, when playback equipment receives advertisement interaction response, according to interactive response, broadcasting is set The standby push mode for changing advertisement.But the implementation method of existing interactive advertisement, it is impossible to assess the result of broadcast of advertisement.
The content of the invention
The purpose of the embodiment of the present invention is the appraisal procedure and system for providing a kind of interactive advertisement, to realize assessment advertisement Result of broadcast.Concrete technical scheme is as follows：
A kind of appraisal procedure of interactive advertisement, including：
When playing advertisement to be played, obtain and believe the corresponding advertisement interaction previously generated of the advertisement to be played Breath, is shown in the interaction display area previously generated；
Obtain user and be directed to the interactive response that the advertisement interactive information is made；
Obtain and the broadcast information according to the advertisement to be played and the interactive response, determine the advertisement to be played Response is evaluated, wherein, the response evaluation is used for the result of broadcast for assessing the advertisement to be played；
According to the response evaluation and the broadcast information, the result of broadcast of the advertisement to be played is assessed.
Optionally, it is described playing advertisement to be played when, obtain and previously generate the advertisement to be played is corresponding Advertisement interactive information, before being shown in the interaction display area previously generated, methods described also includes：
Obtain and according to the mark of the advertisement to be played, it is determined that the preset data related to the advertisement to be played；
According to the preset data, generation advertisement interactive information corresponding with the advertisement to be played.
Optionally, it is described playing advertisement to be played when, obtain and previously generate the advertisement to be played is corresponding Advertisement interactive information, before being shown in the interaction display area previously generated, methods described also includes：
The page layout for showing the page is obtained, generation position of the interaction display area in the display page is determined, And generate the interaction display area.
Optionally, after the interactive response that the acquisition user makes for the advertisement interactive information, methods described Also include：
Generate and perform feedback operation corresponding with the interactive response, wherein, the feedback operation is used to guide or encourage Encourage the user.
Optionally, it is described according to the response evaluation and the broadcast information, assess the broadcasting effect of the advertisement to be played Really, including：
Obtain and according to the mark of the advertisement to be played, store the response evaluation of the advertisement to be played；
According to the broadcast information and the response evaluation of all advertisements to be played stored, treated described in comprehensive assessment Play the result of broadcast of advertisement.
Optionally, described according to the preset data, generation advertisement interactive information corresponding with the advertisement to be played is wrapped Include：
Randomly select and according at least one set of preset data, generation interaction corresponding with the advertisement to be played is asked Topic；
Accordingly, it is described to generate and perform feedback operation corresponding with the interactive response, including：
When the interactive response is correct, the advertisement to be played played is skipped；Or
When the interactive response mistake, continue to play the broadcast to be played played, and in the interactive exhibition Show the indication information that the interactive problem is shown in area.
Optionally, the broadcast information for obtaining the advertisement to be played, and being believed according to the broadcasting of the advertisement to be played Breath and the interactive response, determine the response evaluation of the advertisement to be played, including：
Obtain and used according to the broadcast information described in the correct option of interactive problem and the interactive response The answer of family selection, determines that the user answers the accuracy of the interactive problem；
Obtain the problem of user described in the interactive response answers the interactive problem and answer time-consuming；
Answer time-consuming according to the accuracy and described problem, determine the scoring of the advertisement to be played, treated as described Play the response evaluation of advertisement.
Optionally, described according to the preset data, generation advertisement interactive information corresponding with the advertisement to be played is wrapped Include：
According to the preset data, generation quick entrance corresponding with the advertisement to be played；
Accordingly, it is described to generate and perform feedback operation corresponding with the interactive response, including：
When user is by the quick entrance, when performing the content of the quick entrance connection, the institute played is skipped State advertisement to be played.
Optionally, the broadcast information for obtaining the advertisement to be played, and being believed according to the broadcasting of the advertisement to be played Breath and the interactive response, determine the response evaluation of the advertisement to be played, including：
Obtain user described in the interactive response and perform the time-consuming of the content that the quick entrance is connected；
The time-consuming of the content that the quick entrance is connected is performed according to the user, commenting for the advertisement to be played is determined Point, it is used as the response evaluation of the advertisement to be played.
Optionally, described according to the preset data, generation advertisement interactive information corresponding with the advertisement to be played is wrapped Include：
According to the preset data, generation questionnaire corresponding with the advertisement to be played；
Accordingly, it is described to generate and perform feedback operation corresponding with the interactive response, including：
When user completes and submits the questionnaire, the advertisement to be played played is skipped.
Optionally, the broadcast information for obtaining the advertisement to be played, and being believed according to the broadcasting of the advertisement to be played Breath and the interactive response, determine the response evaluation of the advertisement to be played, including：
Obtain answer and the user answer tune that user described in the interactive response answers the questionnaire The questionnaire for interrogating volume answers time-consuming；
The answer of the questionnaire is answered according to the user and the questionnaire answers time-consuming, is determined described to be played wide The scoring of announcement, is used as the response evaluation of the advertisement to be played.
Optionally, it is described according to the broadcast information and all advertisements to be played stored response evaluation, it is comprehensive The result of broadcast for assessing the advertisement to be played is closed, including：
Obtain the reproduction time first of advertisement to be played described in the broadcast information and the interaction of the advertisement to be played Broadcasting time；
Broadcast according to response evaluation, the reproduction time first and the interaction of all advertisements to be played stored Number of times is put, the result of broadcast of advertisement to be played described in comprehensive assessment.
Optionally, in the acquisition and according to the mark of the advertisement to be played, the response of the advertisement to be played is stored After evaluation, methods described also includes：
The positional information in the interactive response is obtained, the broadcasting region of the advertisement to be played is determined；
Store the broadcasting region, and the corresponding relation that the broadcasting region is evaluated with the response；
It is corresponding, it is described according to the broadcast information and all advertisements to be played stored response evaluation, it is comprehensive The result of broadcast for assessing the advertisement to be played is closed, including：
Corresponding relation, all institutes stored according to the broadcasting region, the broadcasting region with the response evaluation The scoring of advertisement to be played, the reproduction time first and the interactive broadcasting time are stated, determines each described to play ground respectively The result of broadcast of advertisement to be played described in domain.
Optionally, the broadcasting of the advertisement to be played is assessed according to the response evaluation and the broadcast information described After effect, methods described also includes：
According to the interactive response and/or the result of broadcast, the distribution policy of the advertisement to be played is formulated.
A kind of assessment system of interactive advertisement, including：
Interactive information display module, for when playing advertisement to be played, obtaining and the advertisement to be played is corresponding The advertisement interactive information previously generated, is shown in the interaction display area previously generated；
Interactive response acquisition module, the interactive response that the advertisement interactive information is made is directed to for obtaining user；
First computing module, the broadcast information for obtaining the advertisement to be played, and according to the advertisement to be played Broadcast information and the interactive response, determine the response evaluation of the advertisement to be played, wherein, the response evaluation is used to assess The result of broadcast of the advertisement to be played；
Second computing module, for according to the response evaluation and the broadcast information, assessing the advertisement to be played Result of broadcast.
Optionally, the assessment system of described interactive advertisement also includes：
Relevant data determination module, for obtain and according to the mark of the advertisement to be played, it is determined that with it is described to be played The related preset data of advertisement；
Interactive information generation module, for according to the preset data, generation advertisement corresponding with the advertisement to be played Interactive information.
Optionally, the assessment system of described interactive advertisement also includes：
Interaction display area generation module, the page layout of the page is shown for obtaining, determines the interaction display area in institute The generation position in the display page is stated, and generates the interaction display area.
Optionally, the assessment system of described interactive advertisement also includes：
Feedback operation performing module, for generating and performing feedback operation corresponding with the interactive response, wherein, it is described Feedback operation is used to guiding or rewarding the user.
Optionally, second computing module, including：
Sub-module stored is evaluated in response, for obtaining and according to the mark of the advertisement to be played, is stored described to be played The response evaluation of advertisement；
Result of broadcast assesses submodule, for according to the broadcast information and all advertisements to be played stored Response is evaluated, the result of broadcast of advertisement to be played described in comprehensive assessment.
Optionally, the interactive information generation module, specifically for：
Randomly select and according at least one set of preset data, generation interaction corresponding with the advertisement to be played is asked Topic；
Accordingly, the feedback operation performing module, including：
First feedback submodule, for when the interactive response is correct, skipping the advertisement to be played played；
Second feedback submodule, for when the interactive response mistake, it is described to be played that continuation broadcasting is being played Broadcast, and show in the interaction display area indication information of the interactive problem.
Optionally, first computing module, including：
Accuracy calculating sub module, for obtain and the correct option of interactive problem according to the broadcast information and The answer of the selection of user described in the interactive response, determines that the user answers the accuracy of the interactive problem；
First time-consuming determination sub-module, asking for the interactive problem is answered for obtaining user described in the interactive response Topic is answered time-consuming；
First scoring submodule, for answering time-consuming according to the accuracy and described problem, is determined described to be played wide The scoring of announcement, is used as the response evaluation of the advertisement to be played.
Optionally, the interactive information generation module, specifically for：
According to the preset data, generation quick entrance corresponding with the advertisement to be played；
Accordingly, the feedback operation performing module, specifically for：
When user is by the quick entrance, when performing the content of the quick entrance connection, the institute played is skipped State advertisement to be played.
Optionally, first computing module, including：
Second time-consuming determination sub-module, the quick entrance connection is performed for obtaining user described in the interactive response Content it is time-consuming；
Second scoring submodule, for performing the time-consuming of the content that the quick entrance is connected according to the user, it is determined that The scoring of the advertisement to be played, is used as the response evaluation of the advertisement to be played.
Optionally, the interactive information generation module, specifically for：
According to the preset data, generation questionnaire corresponding with the advertisement to be played；
Accordingly, the feedback operation performing module, specifically for：
When user completes and submits the questionnaire, the advertisement to be played played is skipped.
Optionally, first computing module, including：
3rd time-consuming determination sub-module, answering for the questionnaire is answered for obtaining user described in the interactive response The questionnaire that case and the user answer the questionnaire answers time-consuming；
3rd scoring submodule, answer and the questionnaire for answering the questionnaire according to the user, which are answered, to consume When, the scoring of the advertisement to be played is determined, the response evaluation of the advertisement to be played is used as.
Optionally, the result of broadcast assesses submodule, including：
Data capture unit, for obtaining the reproduction time first of advertisement to be played described in the broadcast information and described The interactive broadcasting time of advertisement to be played；
Comprehensive assessment unit, for the response evaluation according to all advertisements to be played stored, described broadcasts first Time and the interactive broadcasting time are put, the result of broadcast of advertisement to be played described in comprehensive assessment.
Optionally, second computing module, in addition to：
Positional information acquisition submodule, for obtaining the positional information in the interactive response, is determined described to be played wide The broadcasting region of announcement；
Regional information sub-module stored, for storing the broadcasting region, and the broadcasting region and the response evaluation Corresponding relation；
Corresponding, the result of broadcast assesses submodule, specifically for：
Corresponding relation, all institutes stored according to the broadcasting region, the broadcasting region with the response evaluation The scoring of advertisement to be played, the reproduction time first and the interactive broadcasting time are stated, determines each described to play ground respectively The result of broadcast of advertisement to be played described in domain.
Optionally, the assessment system of the interactive advertisement also includes：
Playing plan formulates module, for according to the interactive response and/or the result of broadcast, formulating described to be played The distribution policy of advertisement.
The appraisal procedure and system of interactive advertisement provided in an embodiment of the present invention, while advertisement to be played is played, broadcast Put advertisement interactive information, the interactive response made of advertisement interactive information be directed to by analyzing user, and advertisement to be played broadcasting Information, it is possible to achieve assess the result of broadcast of advertisement.In addition, the method by playing advertisement interactive information, is added and user It is interactive, can reduce causes the situation of customer loss due to waiting as long for advertisement, improves Consumer's Experience.Certainly, Implementing any product or method of the present invention must be not necessarily required to while reaching all the above advantage.
Brief description of the drawings
In order to illustrate more clearly about the embodiment of the present invention or technical scheme of the prior art, below will be to embodiment or existing There is the accompanying drawing used required in technology description to be briefly described, it should be apparent that, drawings in the following description are only this Some embodiments of invention, for those of ordinary skill in the art, on the premise of not paying creative work, can be with Other accompanying drawings are obtained according to these accompanying drawings.
Fig. 1 is the schematic flow sheet of the appraisal procedure of the interactive advertisement of the embodiment of the present invention；
Fig. 2 is a kind of schematic diagram of a scenario of the determination interaction display zone position of the embodiment of the present invention；
Fig. 3 is another schematic diagram of a scenario of the determination interaction display zone position of the embodiment of the present invention；
Fig. 4 is a kind of schematic diagram of the assessment system of the interactive advertisement of the embodiment of the present invention；
Fig. 5 is another schematic diagram of the assessment system of the interactive advertisement of the embodiment of the present invention.
Embodiment
Below in conjunction with the accompanying drawing in the embodiment of the present invention, the technical scheme in the embodiment of the present invention is carried out clear, complete Site preparation is described, it is clear that described embodiment is only a part of embodiment of the invention, rather than whole embodiments.It is based on Embodiment in the present invention, it is every other that those of ordinary skill in the art are obtained under the premise of creative work is not made Embodiment, belongs to the scope of protection of the invention.
Referring to Fig. 1, Fig. 1 is a kind of schematic flow sheet of the appraisal procedure of the interactive advertisement of the embodiment of the present invention, including：
S101, when playing advertisement to be played, obtains and believes the corresponding advertisement interaction previously generated of advertisement to be played Breath is shown in the interaction display area previously generated.
Obtain and according to the mark (ID or title of advertisement such as to be played) of advertisement to be played, determine advertisement correspondence to be played Advertisement interactive information.Advertisement interactive information Dynamic Announce is in interaction display area, while interaction display area can receive user Response, such as selection answer or perform page jump.
S102, obtains user and is directed to the interactive response that advertisement interactive information is made.
Interactive information of the user in interaction display area, makes interactive response, the interaction that system acquisition user makes should Answer.If user does not complete the operation of advertisement interactive information within a specified time, this time interactive response is not counted in.
S103, obtains the broadcast information of advertisement to be played, and the broadcast information according to advertisement to be played and interactive response, really The response evaluation of fixed advertisement to be played, wherein, response evaluation is used for the result of broadcast for assessing advertisement to be played.
Broadcast information is used for the broadcasting situation for characterizing advertisement to be played and advertisement interactive information, according to broadcast information and user The interactive response made, it may be determined that user is to the degree of awareness of product, i.e. response evaluation.
S104, according to response evaluation and broadcast information, assesses the result of broadcast of advertisement to be played.
The response of user evaluates higher, and the result of broadcast of corresponding advertisement to be played is better.Assessing advertisement to be played During result of broadcast, while the broadcast information of advertisement to be played is considered, because being played first with apart from advertisement to be played Time it is increasingly longer, and with advertisement to be played play number of times gradually increase, user for product the degree of awareness also should This gradually increases.Therefore as the time played first apart from advertisement to be played is increasingly longer, played with advertisement to be played Number of times gradually increases, relatively low response evaluation, and the assessment result of the result of broadcast of advertisement to be played can be caused worse.
In embodiments of the present invention, while advertisement to be played is played, advertisement interactive information is played, by analyzing user The interactive response made for advertisement interactive information, and advertisement to be played broadcast information, it is possible to achieve assess advertisement broadcasting Effect.
Data corresponding with least one advertisement to be played are formulated in advance, and identify advertisement to be played and data, are passed through and are marked Memorize records the corresponding relation of advertisement to be played and data.When advertisement to be played will be played, according to the mark of advertisement to be played, The corresponding data of advertisement to be played are randomly selected, the advertisement interactive information of advertisement to be played is generated.
Optionally, in the appraisal procedure of the interactive advertisement of the embodiment of the present invention, before S101, this method also includes：
Step one, obtain and according to the mark of advertisement to be played, it is determined that the preset data related to advertisement to be played.
According to the content of advertisement to be played, at least one data corresponding with advertisement to be played are previously generated (such as to be played The title of product or the keynote idea of advertisement to be played in advertisement), as preset data, and it is stored in database.Will When playing advertisement to be played, according to the mark of advertisement to be played, the corresponding data of advertisement to be played are obtained in database.
Step 2, according to preset data, generates advertisement interactive information corresponding with advertisement to be played.
According to preset data, generation is available for the advertisement interactive information that user operates.
In embodiments of the present invention, the specific generation method of advertisement interactive information is given, is that subsequent user is directed to advertisement Interactive information makes interactive response, and there is provided support.
Before advertisement to be played is played, first have to determine to play the generation position in the interaction display area of interactive information.Mutually The generation position of dynamic show area is the optional position for meeting the embodiment of the present invention, and the right side generation for being such as fixed on video playback area is mutual Dynamic show area, or the fixed right side that interaction display area is embedded in video playback area.
Optionally, in the appraisal procedure of the interactive advertisement of the embodiment of the present invention, before S101, this method also includes：
The page layout for showing the page is obtained, generation position of the interaction display area in the display page is determined, and generate mutual Dynamic show area.
When playing video using window scheme, referring to Fig. 2, video playback area only occupies part and shows the page, obtains aobvious Show the remaining space of the page, in the remaining space generation interaction display area of the display page.When playing video using screen mode toggle, Referring to Fig. 3, video playback area, which is occupied, all shows the page, without remaining space, chooses correct position in video playback area, adopts With embedded mode, generation interaction display area.
In embodiments of the present invention, according to the layout of the display page, the generation position in interaction display area is determined, can be more Rational utilize shows resource, and visual effect is good, and Consumer's Experience is good.
In order to encourage user to participate among interactive advertisement, application feedback operation of the embodiment of the present invention, to reward or guide User, the enthusiasm of interactive advertisement is participated in increase user, improves Consumer's Experience.
Optionally, after S102, this method also includes：
Generate and perform feedback operation corresponding with interactive response, wherein, feedback operation is used to guiding or rewarding user.
According to the interactive response of user, generation feedback operation corresponding with interactive response, performing the feedback operation is used to draw Lead or reward user.Feedback operation is to meet any guiding or reward operation of the embodiment of the present invention, such as skips and currently broadcasts The advertisement to be played put or the integration of increase user account.
In embodiments of the present invention, user is guided or rewarded by feedback operation, and advertisement interaction letter is participated in improve user The number of times of breath, the hits of the interactive response of increase, improves the accuracy of result of broadcast assessment.
In order to more accurately assess the result of broadcast of advertisement to be played, individual factor is excluded, it is necessary to be directed to a large number of users Interactive response make analysis.Therefore in embodiments of the present invention, after often determining that a response is evaluated, the response can all be evaluated Stored, to facilitate the assessment of the follow-up result of broadcast to advertisement to be played.
Optionally, S104, including：
Step one, obtain and according to the mark of advertisement to be played, store the response evaluation of advertisement to be played.
After it is determined that response of the active user to advertisement to be played is evaluated, according to the mark of advertisement to be played, response is stored Evaluate.Wherein, storing when response is evaluated, it is necessary to the corresponding relation of response evaluation and advertisement to be played be indicated, to facilitate subsequently Obtain all response evaluations of advertisement to be played.
Step 2, according to broadcast information and the response evaluation of all advertisements to be played stored, comprehensive assessment is to be played The result of broadcast of advertisement.
It is to be played when assessing the result of broadcast of advertisement to be played, it is necessary to obtain the response evaluation of all advertisements to be played The response of advertisement evaluates more, and the result of assessment is more accurate.
In embodiments of the present invention, give the specific method for the result of broadcast for assessing advertisement to be played, according to it is all The response evaluation of the advertisement to be played of storage, assesses the advertisement to be played, assessment result is more accurate.
The advertisement interactive information played in interaction display area is any form of interactive information for meeting the embodiment of the present invention, Including but not limited to：Interactive problem, quick entrance and questionnaire.
Optionally, according to preset data, advertisement interactive information corresponding with advertisement to be played is generated, including：
Randomly select and according at least one set of preset data, generate interactive problem corresponding with advertisement to be played.
Interactive problem can be single choice, multiple choice or operation questions.Disobey in order to avoid the blind choosing of user or otherwise It is anti-interactive to be intended to, multi-group data can be preset, one group of carry out interaction display is therefrom randomly selected, can also using upset problem or The method of option order and limitation user interaction number of operations.
Accordingly, generate and perform feedback operation corresponding with interactive response, including：
When interactive response is correct, the advertisement to be played played is skipped.Or
When interactive response mistake, continue to play the broadcast to be played played, and show mutually in interaction display area The indication information of dynamic problem.
When the answer during user is directed to the interactive response that interactive problem is made is correct, playing to be played wide is skipped Accuse, and subtract in the total time that advertisement is played the remaining playing duration of the advertisement to be played played.It is wrong in interactive response Mistake, the correct option of interactive problem is shown in interaction display area and explanation is equipped with.
In embodiments of the present invention, give when advertisement interactive information is interactive problem, the generation of advertisement interactive information Method, and feedback operation execution method, give the concrete application scene of the embodiment of the present invention.It is to be played wide for further evaluation The result of broadcast of announcement provides premise.
The response of advertisement to be played is evaluated as meeting any evaluation of the embodiment of the present invention, can be scoring, or Different opinion ratings, here is omitted.
Optionally, the broadcast information of advertisement to be played, and the broadcast information according to advertisement to be played and interactive response are obtained, The response evaluation of advertisement to be played is determined, including：
Step one, obtain and according to answering that user in the correct option of interactive problem in broadcast information and interactive response selects Case, determines that user answers the accuracy of interactive problem.
Contrast the answer of correct option and user's selection, the number of the correct interactive problem of definite response.Then
Step 2, obtains the problem of user answers interactive problem in interactive response and answers time-consuming.
If user does not complete all interactive problems before advertisement to be played finishes playing, it is not counted in and this time scores.
Step 3, it is time-consuming according to accuracy and question answering, the scoring of advertisement to be played is determined, advertisement to be played is used as Response is evaluated.
The scoring of advertisement to be played and accuracy positive correlation, with answering time-consuming negative correlation, optionally, order scoringWherein, I is scoring, RaFor accuracy, TaTime-consuming to answer, A is predetermined coefficient, according to interaction The number and type set of problem, for example, when interactive problem is twice single choice, A can be set as 4 seconds, when interactive problem During for twice multiple choice, A can be set as 8 seconds.
In embodiments of the present invention, the specific method for determining that response is evaluated is given, accuracy and answer has been considered It is time-consuming, it is subsequently according to the advertisement to be played of response assessment compared to only considering that the response evaluation that accuracy is obtained is more accurate Result of broadcast provide support.
Optionally, according to preset data, advertisement interactive information corresponding with advertisement to be played is generated, including：
According to preset data, quick entrance corresponding with advertisement to be played is generated.
Quick entrance herein is any quick entrance for meeting the embodiment of the present invention, the net purchase page or product of such as product Public number.Quick Response Code can be generated in interaction display area, when scanning input or click Quick Response Code, jumped directly to be played The net purchase page of product in advertisement.
Accordingly, generate and perform feedback operation corresponding with interactive response, including：
When user is by quick entrance, when performing the content of quick entrance connection, the advertisement to be played played is skipped.
In embodiments of the present invention, give when advertisement interactive information is quick entrance, the generation of advertisement interactive information Method, and feedback operation execution method, give the concrete application scene of the embodiment of the present invention.It is to be played wide for further evaluation The result of broadcast of announcement provides premise.
Optionally, the broadcast information of advertisement to be played, and the broadcast information according to advertisement to be played and interactive response are obtained, The response evaluation of advertisement to be played is determined, including：
Step one, obtain user in interactive response and perform the time-consuming of the content that quick entrance is connected.
Step 2, performs the time-consuming of the content that quick entrance is connected according to user, determines the scoring of advertisement to be played, as The response evaluation of advertisement to be played.
The scoring of advertisement to be played performs the time-consuming relevant of the content that quick entrance is connected with user, if until to be played wide The content that the user that finishes playing still is not carried out quick entrance connection is accused, then is not counted in and this time scores.Optionally, order scoringWherein, I is scoring, TbThe time-consuming of the content that quick entrance is connected is performed for user, B is default system Number, is set according to the reaction time that user obtains product information in advertisement to be played, for example, when user obtains to be played wide When the reaction time of product information is 5 seconds in announcement, B can be set as 5.
In embodiments of the present invention, give when advertisement interactive information is quick entrance, give determination response evaluation Specific method, subsequently to provide support according to the result of broadcast of response assessment advertisement to be played.
Optionally, according to preset data, advertisement interactive information corresponding with advertisement to be played is generated, including：
According to preset data, questionnaire corresponding with advertisement to be played is generated.
Questionnaire includes single choice, multiple choice or operation questions.It is random from preset data during generation questionnaire every time One group of carry out interaction display is chosen, problem or option order can also be upset.
Accordingly, generate and perform feedback operation corresponding with interactive response, including：
When user completes and submits questionnaire, the advertisement to be played played is skipped.
In embodiments of the present invention, give when advertisement interactive information is questionnaire, the generation of advertisement interactive information Method, and feedback operation execution method, give the concrete application scene of the embodiment of the present invention.It is to be played wide for further evaluation The result of broadcast of announcement provides premise.
Optionally, the broadcast information of advertisement to be played, and the broadcast information according to advertisement to be played and interactive response are obtained, The response evaluation of advertisement to be played is determined, including：
Step one, obtain user in interactive response and answer the answer of questionnaire and the questionnaire time of user's answer questionnaire Answer time-consuming.
Step 2, answers the answer of questionnaire according to user and questionnaire answers time-consuming, determine the scoring of advertisement to be played, It is used as the response evaluation of advertisement to be played.
The scoring of advertisement to be played answers time-consuming relevant with questionnaire, if user is complete not yet until advertisement to be played finishes playing Into questionnaire, then it is not counted in and this time scores, scores relevant also with the answer of user's answer questionnaire in addition, can be according to reality The border each investigation problem of situation setting and the score value of each answer.For example, when a questionnaire is made up of five road single choices, The score value that per pass single choice can be made is 20 points.When wherein one single choice is entitled：You are at the purchase intention to product in advertisement： 1. think to buy at once.2. it may buy.3. purchase is not desired to completely.Then option one, which thinks to buy at once, is set to 20 points, option 2. It may buy and be set to 10 points, option 3. is not desired to purchase and is set to 0 point completely.If the non-selected any answer of user, this topic It is scored at 0 point.Certainly, herein in questionnaire the problem of be meet the present invention any problem, with increase user memory advertisement Related content is obtained based on user feedback product information.Such as：Whether product in advertisement was bought, or it is attached in user residence Closely whether conveniently buy the product.
When advertisement interactive information is questionnaire, optionally.Order scoring I=KC-(Tc-C)2, wherein, I is scoring, KC For the answer score of questionnaire, TcAnswer time-consuming for questionnaire, C is predetermined coefficient, according to the number of topic in questionnaire and Type set, the number of topic is more, and the type difficulty of topic is higher, and C settings are bigger.For example, when questionnaire is four road lists During the selected topic, C can be set as 10 seconds, and when questionnaire is four road multiple choice, A can be set as 15 seconds.
In embodiments of the present invention, give when advertisement interactive information is questionnaire, determine that response is evaluated specific Method, subsequently to provide support according to the result of broadcast of response assessment advertisement to be played.
When assessing the result of broadcast of advertisement to be played, in addition to considering response and evaluating, in addition it is also necessary in view of to be played wide The interactive broadcasting time of announcement and the reproduction time first apart from advertisement to be played.
Optionally, according to broadcast information and the response evaluation of all advertisements to be played stored, comprehensive assessment is to be played The result of broadcast of advertisement, including：
Step one, the reproduction time first of advertisement to be played and the interactive of advertisement to be played in broadcast information are obtained and plays secondary Number.
Step 2, according to the response evaluation of all advertisements to be played stored, first reproduction time and interactive is played time Number, the result of broadcast of comprehensive assessment advertisement to be played.
When response is evaluated as scoring, the scoring and to be played evaluated according to each response of the advertisement to be played stored The number that the response of advertisement is evaluated, calculates the average of response evaluation.The average evaluated according to response, when playing first Between and interactive broadcasting time, determine the result of broadcast of advertisement to be played.And the result of broadcast of advertisement to be played and putting down that response is evaluated Equal score positive correlation, it is with interactive broadcasting time and negatively correlated apart from reproduction time first.For example, according to The result of broadcast of advertisement is determined, wherein, AD is used for the result of broadcast for characterizing advertisement to be played, the AD more big advertisement to be played of value Result of broadcast is better, TlFor the time (being calculated less than one day by one day) played first apart from advertisement to be played, ScFor interaction broadcasting Number of times, E is default coefficient, the time played first by interactive broadcasting time and apart from advertisement to be played according to response evaluation Influence degree is set, for example, E is set as 4.
In embodiments of the present invention, according to the response evaluation of all advertisements to be played stored, first reproduction time and Interactive broadcasting time, the result of broadcast of comprehensive assessment advertisement to be played realizes the result of broadcast for assessing advertisement.
Different advertisements also can be different in the result of broadcast of different geographical, in embodiments of the present invention, can obtain and deposit The positional information of user is stored up, so as to assess the result of broadcast of advertisement to be played in different geographical.
Optionally, in acquisition and according to the mark of advertisement to be played, after the response evaluation for storing advertisement to be played, the party Method also includes：
The positional information in interactive response is obtained, the broadcasting region of advertisement to be played is determined；
Region is played in storage, and plays the corresponding relation that region is evaluated with response.
Broadcasting region herein is any region for meeting the embodiment of the present invention, can be drawn according to the administrative location in province or city Point, (such as Huai Henan, Huai Hebei) can also be divided according to the physical slot of geographical or weather, here is omitted.It will broadcast Put region and the corresponding relation of response evaluation is stored, the result of broadcast of advertisement to be played is assessed in convenient follow-up point of region.
Corresponding, according to broadcast information and the response evaluation of all advertisements to be played stored, comprehensive assessment is to be played The result of broadcast of advertisement, including：
Commented according to region, the corresponding relation of playing region and response evaluation, all advertisements to be played stored is played Point, reproduction time and interactive broadcasting time first, each result of broadcast for playing advertisement to be played in region is determined respectively.
In actual applications, advertisement is assessed significant in the result of broadcast of different geographical.Because different geographical people Habits and customs and values also tend to difference, result of broadcast is assessed in point region, and product or culture are pushed away in specific region Extensively there is extremely important meaning.
In embodiments of the present invention, the corresponding relation that region is evaluated with response is played in storage, according to broadcasting region, plays ground Domain and the corresponding relation of response evaluation, the first scoring of all advertisements to be played stored, reproduction time and interactive broadcasting time Number, determines each result of broadcast for playing advertisement to be played in region respectively, realizes the result of broadcast that advertisement is assessed in point region.
Finished when advertisement to be played, when commencing play out the video content of user's selection, interaction display is closed automatically Area, it is to avoid interaction display area influence user normally watches video.
Optionally, after S104, this method also includes：
According to interactive response and/or result of broadcast, the distribution policy of advertisement to be played is formulated.
Wherein, distribution policy includes：The broadcasting frequency of advertisement to be played, reproduction time, broadcasting region, advertisement interactive information Content and advertisement to be played content.
The information of user in interactive response is obtained, according to interactive response and result of broadcast, certain user or certain broadcasting ground is determined All users in domain are to the hobby and demand of product in advertisement to be played, so as to formulate the distribution policy of advertisement to be played.
When advertisement interactive information is interactive problem, according to result of broadcast, the distribution policy of advertisement to be played is formulated.Example Such as, if in region A is played, the result of broadcast of advertisement to be played is less than 60 points, can increase this in region A is played and wait to broadcast Put the broadcasting frequency of advertisement.If playing in the B of region, continuous 3 months of the result of broadcast of advertisement to be played is more than 90 points, Ke Yixiang Advertisement to be played should be reduced and playing the broadcasting frequency in the B of region, or played the form change of advertisement interactive information in the B of region More quick entrance, to facilitate user's purchase or the more detailed product understood in advertisement to be played.
When advertisement interactive information is questionnaire, the particular problem in questionnaire can be directed to, formulates to be played wide The playing plan of announcement.For example when questionnaire problem is：You are at the purchase intention to product in advertisement：1. think to buy at once.2. It may buy.3. purchase is not desired to completely.If playing in the C of region, more than 60% user chooses 1. and thinks to buy at once.Then may be used So that distribution policy to be adjusted to, when broadcasting region C plays the advertisement to be played, the form of advertisement interactive information is changed to soon Prompt entrance, to facilitate user to buy.If playing in the C of region, more than 60% user, which chooses 2., to be bought.It can then increase Plus the broadcasting time of the advertisement to be played, to increase the desire to buy of user.
If the result of broadcast of advertisement to be played needs to change the interior of advertisement to be played for continuous three months below 30 points Hold, to change cognition of the user to product in advertisement to be played.Because if continuous three months of result of broadcast is below 30 points, Illustrate that the advertisement to be played can not trigger the desire to purchase of user, or even can produce a contrary effect.
In embodiments of the present invention, according to interactive response and result of broadcast, the distribution policy of advertisement to be played is formulated, can be with Advertisement to be played is played according to the actual demand of user and hobby, it is possible to increase the broadcasting value of advertisement to be played.
Referring to Fig. 4, Fig. 4 is a kind of schematic diagram of the assessment system of the interactive advertisement of the embodiment of the present invention, including：
Ad distribution backstage 401, for the distributing advertisement of user equipment 403.
Ad distribution backstage 401 receives the ad distribution instruction sent by data statistics backstage 405, according to the ad distribution Instruction, respectively at least one distributing advertisement of user equipment 403.Wherein, it have recorded at least one advertisement in ad distribution instruction Mark and at least one user equipment 403 mark, for making ad distribution backstage 401 clearly be sent to which user equipment Any bar advertisement.
Interactive data backstage 402, distributes interactive data for generating interactive data, and to user 403.
Interactive data backstage 402 receives the interactive distribution instruction sent by data statistics backstage 405, is distributed according to the interaction Instruction, generation interactive data (i.e. advertisement interactive information) is then instructed according to interaction distribution, at least one user equipment 403 Distributing advertisement interactive information.Wherein, advertisement interactive information is generated according to the content of advertisement, and advertisement is with advertisement interactive information It is mutually corresponding.The partial information of ad distribution instruction is have recorded in interaction distribution instruction, interactive data backstage 402 can be according to mutually Dynamic distribution instruction, the advertisement interactive information corresponding with advertisement is assigned on the user equipment 403 for playing the advertisement.
User equipment 403, for playing advertisement and interactive data, obtains and sends the interactive response of user.
Under normal circumstances, a video playback platform can correspond to multiple user equipmenies 403, and each user equipment 403 is each The advertisement sent from reception by ad distribution backstage 401, and the advertisement interactive information sent by interactive data backstage 402.User Equipment 403 can obtain user and be answered for the interaction that advertisement interactive information is made while advertisement and advertisement interactive information is played Answer.
Data Collection backstage 404, the interactive response for collecting user.
Data Collection backstage 404 receives the interactive response sent by user equipment 403, and interactive response is carried out at integration Reason, and interactive response after integration is handled sent to data statistics backstage 405.
Data statistics backstage 405, for the interactive response according to user and the broadcast information of advertisement, assesses the broadcasting of advertisement Effect, according to the broadcast information of advertisement, is generated for the ad distribution instruction of distributing advertisement and for distributing the mutual of interactive data Dynamic distribution instruction.
For any one advertisement, the accuracy R of advertisement interactive information is answered according to user in interactive responsea, answer consumption When Ta, and the interactive broadcasting time S in broadcast informationc, determine the result of broadcast AD=f (T of advertisements,Ra,Ta,Sc), wherein, AD Value it is bigger, represent that the result of broadcast of advertisement is better, and AD and Ra、ScPositive correlation and TaNegative correlation, TsFor timing statisticses axle.
In embodiments of the present invention, advertisement interactive information is played while advertisement is played, it is mutual for advertisement according to user The interactive response that dynamic information is made, assesses the result of broadcast of advertisement, realizes the assessment of advertisement playing effect.
Referring to Fig. 5, Fig. 5 is another schematic diagram of the assessment system of the interactive advertisement of the embodiment of the present invention, including：
Interactive information display module 501, for when playing advertisement to be played, obtaining and advertisement to be played is corresponding pre- The advertisement interactive information first generated, is shown in the interaction display area previously generated.
Interactive response acquisition module 502, the interactive response that advertisement interactive information is made is directed to for obtaining user.
First computing module 503, the broadcast information for obtaining advertisement to be played, and believed according to the broadcasting of advertisement to be played Breath and interactive response, determine the response evaluation of advertisement to be played, wherein, response evaluation is used for the broadcasting effect for assessing advertisement to be played Really.
Second computing module 504, for according to response evaluation and broadcast information, assessing the result of broadcast of advertisement to be played.
In embodiments of the present invention, while advertisement to be played is played, advertisement interactive information is played, by analyzing user The interactive response made for advertisement interactive information, and advertisement to be played broadcast information, it is possible to achieve assess advertisement broadcasting Effect.
It should be noted that the system in the embodiment of the present invention is the system of the appraisal procedure using above-mentioned interactive advertisement, Then the embodiment of the appraisal procedure of above-mentioned interactive advertisement is applied to the system, and can reach same or analogous beneficial effect Really.
Optionally, the assessment system of the interactive advertisement in the embodiment of the present invention also includes：
Relevant data determination module, for obtaining and according to the mark of advertisement to be played, it is determined that related to advertisement to be played Preset data.
Interactive information generation module, for according to preset data, generating advertisement interactive information corresponding with advertisement to be played.
In embodiments of the present invention, the specific generation method of advertisement interactive information is given, is that subsequent user is directed to advertisement Interactive information makes interactive response, and there is provided support.
Optionally, the assessment system of the interactive advertisement in the embodiment of the present invention also includes：
Interaction display area generation module, the page layout of the page is shown for obtaining, and determines interaction display area in display page Generation position in face, and generate interaction display area.
In embodiments of the present invention, according to the layout of the display page, the generation position in interaction display area is determined, can be more Rational utilize shows resource, and visual effect is good, and Consumer's Experience is good.
Optionally, the assessment system of the interactive advertisement in the embodiment of the present invention also includes：
Feedback operation performing module, for generating and performing feedback operation corresponding with interactive response, wherein, feedback operation For guiding or rewarding user.
In embodiments of the present invention, user is guided or rewarded by feedback operation, and advertisement interaction letter is participated in improve user The number of times of breath, the hits of the interactive response of increase, improves the accuracy of result of broadcast assessment.
Optionally, the second computing module 504, including：
Sub-module stored is evaluated in response, for obtaining and according to the mark of advertisement to be played, storing answering for advertisement to be played Answer evaluation.
Result of broadcast assesses submodule, for being commented according to the response of broadcast information and all advertisements to be played stored Valency, the result of broadcast of comprehensive assessment advertisement to be played.
In embodiments of the present invention, give the specific method for the result of broadcast for assessing advertisement to be played, according to it is all The response evaluation of the advertisement to be played of storage, assesses the advertisement to be played, assessment result is more accurate.
Optionally, interactive information generation module, specifically for：
Randomly select and according at least one set of preset data, generate interactive problem corresponding with advertisement to be played；
Accordingly, feedback operation performing module, including：
First feedback submodule, for when interactive response is correct, skipping the advertisement to be played played；
Second feedback submodule, for when interactive response mistake, continues to play the broadcast to be played played, and The indication information of interactive problem is shown in interaction display area.
In embodiments of the present invention, give when advertisement interactive information is interactive problem, the generation of advertisement interactive information Method, and feedback operation execution method, give the concrete application scene of the embodiment of the present invention.It is to be played wide for further evaluation The result of broadcast of announcement provides premise.
Optionally, the first computing module 503, including：
Accuracy calculating sub module, for obtaining and according to the correct option of interactive problem in broadcast information and interactive response The answer of middle user's selection, determines that user answers the accuracy of interactive problem；
First time-consuming determination sub-module, answers time-consuming for obtaining the problem of user in interactive response answers interactive problem.
First scoring submodule, for time-consuming according to accuracy and question answering, determines the scoring of advertisement to be played, as The response evaluation of advertisement to be played.
In embodiments of the present invention, the specific method for determining that response is evaluated is given, accuracy and answer has been considered It is time-consuming, it is subsequently according to the advertisement to be played of response assessment compared to only considering that the response evaluation that accuracy is obtained is more accurate Result of broadcast provide support.
Optionally, interactive information generation module, specifically for：
According to preset data, quick entrance corresponding with advertisement to be played is generated；
Accordingly, feedback operation performing module, specifically for：
When user is by quick entrance, when performing the content of quick entrance connection, the advertisement to be played played is skipped.
In embodiments of the present invention, give when advertisement interactive information is quick entrance, the generation of advertisement interactive information Method, and feedback operation execution method, give the concrete application scene of the embodiment of the present invention.It is to be played wide for further evaluation The result of broadcast of announcement provides premise.
Optionally, the first computing module 503, including：
Second time-consuming determination sub-module, for obtaining the consumption that user in interactive response performs the content of quick entrance connection When.
Second scoring submodule, for performing the time-consuming of the content that quick entrance is connected according to user, is determined to be played wide The scoring of announcement, is used as the response evaluation of advertisement to be played.
In embodiments of the present invention, give when advertisement interactive information is quick entrance, give determination response evaluation Specific method, subsequently to provide support according to the result of broadcast of response assessment advertisement to be played.
Optionally, interactive information generation module, specifically for：
According to preset data, questionnaire corresponding with advertisement to be played is generated.
Accordingly, feedback operation performing module, specifically for：
When user completes and submits questionnaire, the advertisement to be played played is skipped.
In embodiments of the present invention, give when advertisement interactive information is questionnaire, the generation of advertisement interactive information Method, and feedback operation execution method, give the concrete application scene of the embodiment of the present invention.It is to be played wide for further evaluation The result of broadcast of announcement provides premise.
Optionally, the first computing module 503, including：
3rd time-consuming determination sub-module, for obtaining, user in interactive response answers the answer of questionnaire and user answers The questionnaire of questionnaire is answered time-consuming.
3rd scoring submodule, answer and questionnaire for answering questionnaire according to user answer time-consuming, it is determined that waiting to broadcast The scoring of advertisement is put, the response evaluation of advertisement to be played is used as.
In embodiments of the present invention, give when advertisement interactive information is questionnaire, determine that response is evaluated specific Method, subsequently to provide support according to the result of broadcast of response assessment advertisement to be played.
Optionally, result of broadcast assesses submodule, including：
Data capture unit, for obtaining the reproduction time first of advertisement to be played and advertisement to be played in broadcast information Interactive broadcasting time.
Comprehensive assessment unit, for the response evaluation according to all advertisements to be played stored, first reproduction time and Interactive broadcasting time, the result of broadcast of comprehensive assessment advertisement to be played.
In embodiments of the present invention, according to the response evaluation of all advertisements to be played stored, first reproduction time and Interactive broadcasting time, the result of broadcast of comprehensive assessment advertisement to be played realizes the result of broadcast for assessing advertisement.
Optionally, the second computing module 504, in addition to：
Positional information acquisition submodule, for obtaining the positional information in interactive response, determines the broadcasting of advertisement to be played Region.
Regional information sub-module stored, region is played for storing, and plays the corresponding relation that region is evaluated with response.
Corresponding, result of broadcast assesses submodule, specifically for：
Commented according to region, the corresponding relation of playing region and response evaluation, all advertisements to be played stored is played Point, reproduction time and interactive broadcasting time first, each result of broadcast for playing advertisement to be played in region is determined respectively.
In embodiments of the present invention, the corresponding relation that region is evaluated with response is played in storage, according to broadcasting region, plays ground Domain and the corresponding relation of response evaluation, the first scoring of all advertisements to be played stored, reproduction time and interactive broadcasting time Number, determines each result of broadcast for playing advertisement to be played in region respectively, realizes the result of broadcast that advertisement is assessed in point region.
Optionally, the assessment system of the interactive advertisement of the embodiment of the present invention also includes：
Playing plan formulates module, for according to interactive response and result of broadcast, formulating the distribution policy of advertisement to be played.
In embodiments of the present invention, according to interactive response and/or result of broadcast, the distribution policy of advertisement to be played is formulated, The broadcasting value of advertisement to be played can be improved.
It should be noted that herein, such as first and second or the like relational terms are used merely to a reality Body or operation make a distinction with another entity or operation, and not necessarily require or imply these entities or deposited between operating In any this actual relation or order.Moreover, term " comprising ", "comprising" or its any other variant are intended to Nonexcludability is included, so that process, method, article or equipment including a series of key elements not only will including those Element, but also other key elements including being not expressly set out, or also include being this process, method, article or equipment Intrinsic key element.In the absence of more restrictions, the key element limited by sentence "including a ...", it is not excluded that Also there is other identical element in process, method, article or equipment including the key element.
Each embodiment in this specification is described by the way of related, identical similar portion between each embodiment Divide mutually referring to what each embodiment was stressed is the difference with other embodiment.It is real especially for system Apply for example, because it is substantially similar to embodiment of the method, so description is fairly simple, related part is referring to embodiment of the method Part explanation.
The foregoing is merely illustrative of the preferred embodiments of the present invention, is not intended to limit the scope of the present invention.It is all Any modification, equivalent substitution and improvements made within the spirit and principles in the present invention etc., are all contained in protection scope of the present invention It is interior.

Claims (28)

1. a kind of appraisal procedure of interactive advertisement, it is characterised in that including：
When playing advertisement to be played, obtain and by the corresponding advertisement interactive information previously generated of the advertisement to be played, show Show in the interaction display area previously generated；
Obtain user and be directed to the interactive response that the advertisement interactive information is made；
Obtain the broadcast information of the advertisement to be played, and broadcast information according to the advertisement to be played and it is described it is interactive should Answer, determine the response evaluation of the advertisement to be played, wherein, the response evaluation is used for the broadcasting for assessing the advertisement to be played Effect；
According to the response evaluation and the broadcast information, the result of broadcast of the advertisement to be played is assessed.
2. the appraisal procedure of interactive advertisement according to claim 1, it is characterised in that playing advertisement to be played described When, obtain and by the corresponding advertisement interactive information previously generated of the advertisement to be played, be shown to the interactive exhibition previously generated Before showing in area, methods described also includes：
Obtain and according to the mark of the advertisement to be played, it is determined that the preset data related to the advertisement to be played；
According to the preset data, generation advertisement interactive information corresponding with the advertisement to be played.
3. the appraisal procedure of interactive advertisement according to claim 1, it is characterised in that playing advertisement to be played described When, obtain and by the corresponding advertisement interactive information previously generated of the advertisement to be played, be shown to the interactive exhibition previously generated Before showing in area, methods described also includes：
The page layout for showing the page is obtained, generation position of the interaction display area in the display page is determined, and it is raw Into the interaction display area.
4. the appraisal procedure of interactive advertisement according to claim 1, it is characterised in that in the acquisition user for described After the interactive response that advertisement interactive information is made, methods described also includes：
Generate and perform feedback operation corresponding with the interactive response, wherein, the feedback operation is used to guiding or rewarding institute State user.
5. the appraisal procedure of interactive advertisement according to claim 4, it is characterised in that it is described according to the response evaluation and The broadcast information, assesses the result of broadcast of the advertisement to be played, including：
Obtain and according to the mark of the advertisement to be played, store the response evaluation of the advertisement to be played；
It is to be played described in comprehensive assessment according to the broadcast information and the response evaluation of all advertisements to be played stored The result of broadcast of advertisement.
6. the appraisal procedure of interactive advertisement according to claim 5, it is characterised in that described according to the preset data, Generation advertisement interactive information corresponding with the advertisement to be played, including：
Randomly select and according at least one set of preset data, generation interactive problem corresponding with the advertisement to be played；
Accordingly, it is described to generate and perform feedback operation corresponding with the interactive response, including：
When the interactive response is correct, the advertisement to be played played is skipped；Or
When the interactive response mistake, continue to play the broadcast to be played played, and in the interaction display area The indication information of the middle displaying interactive problem.
7. the appraisal procedure of interactive advertisement according to claim 6, it is characterised in that the acquisition advertisement to be played Broadcast information, and the broadcast information according to the advertisement to be played and the interactive response determine the advertisement to be played Response is evaluated, including：
User's choosing described in acquisition and the correct option of interactive problem according to the broadcast information and the interactive response The answer selected, determines that the user answers the accuracy of the interactive problem；
Obtain the problem of user described in the interactive response answers the interactive problem and answer time-consuming；
Answer time-consuming according to the accuracy and described problem, the scoring of the advertisement to be played is determined, as described to be played The response evaluation of advertisement.
8. the appraisal procedure of interactive advertisement according to claim 5, it is characterised in that described according to the preset data, Generation advertisement interactive information corresponding with the advertisement to be played, including：
According to the preset data, generation quick entrance corresponding with the advertisement to be played；
Accordingly, it is described to generate and perform feedback operation corresponding with the interactive response, including：
When user is by the quick entrance, performs the content of the quick entrance connection, skips playing described and treat Play advertisement.
9. the appraisal procedure of interactive advertisement according to claim 8, it is characterised in that the acquisition advertisement to be played Broadcast information, and the broadcast information according to the advertisement to be played and the interactive response determine the advertisement to be played Response is evaluated, including：
Obtain user described in the interactive response and perform the time-consuming of the content that the quick entrance is connected；
The time-consuming of the content that the quick entrance is connected is performed according to the user, the scoring of the advertisement to be played is determined, makees For the response evaluation of the advertisement to be played.
10. the appraisal procedure of interactive advertisement according to claim 5, it is characterised in that described according to the preset data, Generation advertisement interactive information corresponding with the advertisement to be played, including：
According to the preset data, generation questionnaire corresponding with the advertisement to be played；
Accordingly, it is described to generate and perform feedback operation corresponding with the interactive response, including：
When user completes and submits the questionnaire, the advertisement to be played played is skipped.
11. the appraisal procedure of interactive advertisement according to claim 10, it is characterised in that the acquisition is described to be played wide The broadcast information of announcement, and the broadcast information according to the advertisement to be played and the interactive response, determine the advertisement to be played Response evaluation, including：
The answer and the user for obtaining the answer of user described in the interactive response questionnaire are answered the investigation and asked The questionnaire of volume is answered time-consuming；
The answer of the questionnaire is answered according to the user and the questionnaire answers time-consuming, determines the advertisement to be played Scoring, is used as the response evaluation of the advertisement to be played.
12. the appraisal procedure of the interactive advertisement according to claim 7,9 or 11, it is characterised in that broadcast described in the basis Put the response evaluation of information and all advertisements to be played stored, the broadcasting effect of advertisement to be played described in comprehensive assessment Really, including：
Obtain the reproduction time first of advertisement to be played described in the broadcast information and the interactive broadcasting of the advertisement to be played Number of times；
According to the response evaluation of all advertisements to be played stored, the reproduction time first and the interactive broadcasting time Number, the result of broadcast of advertisement to be played described in comprehensive assessment.
13. the appraisal procedure of the interactive advertisement according to claim 7,9 or 11, it is characterised in that obtained and root described According to the mark of the advertisement to be played, after the response evaluation for storing the advertisement to be played, methods described also includes：
The positional information in the interactive response is obtained, the broadcasting region of the advertisement to be played is determined；
Store the broadcasting region, and the corresponding relation that the broadcasting region is evaluated with the response；
It is corresponding, it is described according to the broadcast information and all advertisements to be played stored response evaluation, synthesis comment Estimate the result of broadcast of the advertisement to be played, including：
According to the broadcasting region, the corresponding relation of the broadcasting region and the response evaluation, it is all stored described in treat The scoring of advertisement, the reproduction time first and the interactive broadcasting time are played, is determined respectively in each broadcasting region The result of broadcast of the advertisement to be played.
14. the appraisal procedure of interactive advertisement according to claim 1, it is characterised in that commented described according to the response After valency and the broadcast information, the result of broadcast for assessing the advertisement to be played, methods described also includes：
According to the interactive response and/or the result of broadcast, the distribution policy of the advertisement to be played is formulated.
15. a kind of assessment system of interactive advertisement, it is characterised in that including：
Interactive information display module, for when playing advertisement to be played, acquisition to be simultaneously corresponding in advance by the advertisement to be played The advertisement interactive information of generation, is shown in the interaction display area previously generated；
Interactive response acquisition module, the interactive response that the advertisement interactive information is made is directed to for obtaining user；
First computing module, the broadcast information for obtaining the advertisement to be played, and according to the broadcasting of the advertisement to be played Information and the interactive response, determine the response evaluation of the advertisement to be played, wherein, the response evaluation is used to assess described The result of broadcast of advertisement to be played；
Second computing module, for according to the response evaluation and the broadcast information, assessing the broadcasting of the advertisement to be played Effect.
16. the assessment system of interactive advertisement according to claim 15, it is characterised in that the system also includes：
Relevant data determination module, for obtain and according to the mark of the advertisement to be played, it is determined that with the advertisement to be played Related preset data；
Interactive information generation module, for according to the preset data, generation advertisement interaction corresponding with the advertisement to be played Information.
17. the assessment system of interactive advertisement according to claim 15, it is characterised in that the system also includes：
Interaction display area generation module, the page layout of the page is shown for obtaining, and determines the interaction display area described aobvious Show the generation position in the page, and generate the interaction display area.
18. the assessment system of interactive advertisement according to claim 15, it is characterised in that the system also includes：
Feedback operation performing module, for generating and performing feedback operation corresponding with the interactive response, wherein, the feedback Operate for guiding or rewarding the user.
19. the assessment system of interactive advertisement according to claim 18, it is characterised in that second computing module, bag Include：
Sub-module stored is evaluated in response, for obtaining and according to the mark of the advertisement to be played, stores the advertisement to be played Response evaluation；
Result of broadcast assesses submodule, for the response according to the broadcast information and all advertisements to be played stored Evaluate, the result of broadcast of advertisement to be played described in comprehensive assessment.
20. the assessment system of interactive advertisement according to claim 19, it is characterised in that the interactive information generates mould Block, specifically for：
Randomly select and according at least one set of preset data, generation interactive problem corresponding with the advertisement to be played；
Accordingly, the feedback operation performing module, including：
First feedback submodule, for when the interactive response is correct, skipping the advertisement to be played played；
Second feedback submodule, for when the interactive response mistake, continuing to play the broadcast to be played played, And the indication information of the interactive problem is shown in the interaction display area.
21. the assessment system of interactive advertisement according to claim 20, it is characterised in that first computing module, bag Include：
Accuracy calculating sub module, for obtaining and the correct option of interactive problem according to the broadcast information and described The answer of the selection of user described in interactive response, determines that the user answers the accuracy of the interactive problem；
First time-consuming determination sub-module, is returned for obtaining the problem of user described in the interactive response answers the interactive problem Answer time-consuming；
First scoring submodule, for answering time-consuming according to the accuracy and described problem, determines the advertisement to be played Scoring, is used as the response evaluation of the advertisement to be played.
22. the assessment system of interactive advertisement according to claim 19, it is characterised in that the interactive information generates mould Block, specifically for：
According to the preset data, generation quick entrance corresponding with the advertisement to be played；
Accordingly, the feedback operation performing module, specifically for：
When user is by the quick entrance, performs the content of the quick entrance connection, skips playing described and treat Play advertisement.
23. the assessment system of interactive advertisement according to claim 22, it is characterised in that first computing module, bag Include：
Second time-consuming determination sub-module, is performed in the quick entrance connection for obtaining user described in the interactive response That holds is time-consuming；
Second scoring submodule, for performing the time-consuming of the content that the quick entrance is connected according to the user, it is determined that described The scoring of advertisement to be played, is used as the response evaluation of the advertisement to be played.
24. the assessment system of interactive advertisement according to claim 19, it is characterised in that the interactive information generates mould Block, specifically for：
According to the preset data, generation questionnaire corresponding with the advertisement to be played；
Accordingly, the feedback operation performing module, specifically for：
When user completes and submits the questionnaire, the advertisement to be played played is skipped.
25. the assessment system of interactive advertisement according to claim 24, it is characterised in that first computing module, bag Include：
3rd time-consuming determination sub-module, for obtain user described in the interactive response answer the questionnaire answer and The questionnaire that the user answers the questionnaire answers time-consuming；
3rd scoring submodule, answer and the questionnaire for answering the questionnaire according to the user answer time-consuming, The scoring of the advertisement to be played is determined, the response evaluation of the advertisement to be played is used as.
26. the assessment system of the interactive advertisement according to claim 21,23 or 25, it is characterised in that the result of broadcast Submodule is assessed, including：
Data capture unit, for obtaining the reproduction time first of advertisement to be played described in the broadcast information and described waiting to broadcast Put the interactive broadcasting time of advertisement；
Comprehensive assessment unit, for the response evaluation according to all advertisements to be played stored, it is described play first when Between and the interactive broadcasting time, the result of broadcast of advertisement to be played described in comprehensive assessment.
27. the assessment system of the interactive advertisement according to claim 21,23 or 25, it is characterised in that described second calculates Module, in addition to：
Positional information acquisition submodule, for obtaining the positional information in the interactive response, determines the advertisement to be played Play region；
Regional information sub-module stored, for storing the broadcasting region, and pair that the broadcasting region is evaluated with the response It should be related to；
Corresponding, the result of broadcast assesses submodule, specifically for：
According to the broadcasting region, the corresponding relation of the broadcasting region and the response evaluation, it is all stored described in treat The scoring of advertisement, the reproduction time first and the interactive broadcasting time are played, is determined respectively in each broadcasting region The result of broadcast of the advertisement to be played.
28. the assessment system of interactive advertisement according to claim 15, it is characterised in that the system also includes：
Playing plan formulates module, for according to the interactive response and/or the result of broadcast, formulating the advertisement to be played Distribution policy.
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