CN107071527B - Interactive advertisement evaluation method and system - Google Patents

Interactive advertisement evaluation method and system Download PDF

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CN107071527B
CN107071527B CN201710202769.5A CN201710202769A CN107071527B CN 107071527 B CN107071527 B CN 107071527B CN 201710202769 A CN201710202769 A CN 201710202769A CN 107071527 B CN107071527 B CN 107071527B
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advertisement
played
interactive
playing
response
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CN107071527A (en
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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 embodiment of the invention provides an assessment method and system of interactive advertisements, which relate to the technical field of multimedia content analysis, and the method comprises the following steps: when the advertisement to be played is played, the pre-generated advertisement interaction information corresponding to the advertisement to be played is obtained and displayed in the pre-generated interaction display area. And acquiring an interactive response made by the user aiming at the advertisement interactive information. And acquiring the playing information of the advertisement to be played, and determining the response evaluation of the advertisement to be played according to the playing information and the interactive response of the advertisement to be played. And evaluating the playing effect of the advertisement to be played according to the response evaluation and the playing information. By the interactive advertisement evaluation method, the advertisement playing effect can be evaluated.

Description

Interactive advertisement evaluation method and system
Technical Field
The invention relates to the technical field of multimedia content analysis, in particular to an interactive advertisement evaluation method and system.
Background
Advertising is a publicity means for delivering information to the public in a wide variety of ways through a certain form of media for a specific need. In the modern society with developed media industry, advertisements are more likely to penetrate every corner of modern life. Especially, today with the highly developed internet, each large video media website will insert a certain amount of advertisements before playing videos. And the evaluation of the advertisement playing effect can help advertisers to adjust the advertisement playing strategy in time so as to obtain the maximum advertisement playing benefit.
Currently, when a network video is played, an advertisement is usually added in front of the video to be played. In the prior art, a playing device pushes an advertisement in an interactive manner, and when the playing device receives an advertisement interactive response, the playing device changes the advertisement pushing manner according to the interactive response. However, the existing interactive advertisement implementation method cannot evaluate the playing effect of the advertisement.
Disclosure of Invention
The embodiment of the invention aims to provide an interactive advertisement evaluation method and system so as to evaluate the playing effect of an advertisement. The specific technical scheme is as follows:
an evaluation method of interactive advertisements, comprising:
when an advertisement to be played is played, acquiring and displaying pre-generated advertisement interaction information corresponding to the advertisement to be played to a pre-generated interaction display area;
acquiring an interactive response made by a user aiming at the advertisement interactive information;
acquiring and determining response evaluation of the advertisement to be played according to the playing information of the advertisement to be played and the interactive response, wherein the response evaluation is used for evaluating the playing effect of the advertisement to be played;
and evaluating the playing effect of the advertisement to be played according to the response evaluation and the playing information.
Optionally, before the obtaining and displaying the pre-generated advertisement interaction information corresponding to the advertisement to be played to the pre-generated interaction display area when the advertisement to be played is played, the method further includes:
acquiring and determining preset data related to the advertisement to be played according to the identifier of the advertisement to be played;
and generating advertisement interaction information corresponding to the advertisement to be played according to the preset data.
Optionally, before the obtaining and displaying the pre-generated advertisement interaction information corresponding to the advertisement to be played to the pre-generated interaction display area when the advertisement to be played is played, the method further includes:
the method comprises the steps of obtaining page layout of a display page, determining a generation position of the interaction display area in the display page, and generating the interaction display area.
Optionally, after obtaining an interactive response made by the user for the advertisement interactive information, the method further includes:
and generating and executing a feedback operation corresponding to the interactive response, wherein the feedback operation is used for guiding or rewarding the user.
Optionally, the evaluating the playing effect of the advertisement to be played according to the response evaluation and the playing information includes:
acquiring and storing the response evaluation of the advertisement to be played according to the identifier of the advertisement to be played;
and comprehensively evaluating the playing effect of the advertisement to be played according to the playing information and the response evaluation of all the stored advertisements to be played.
Optionally, the generating advertisement interaction information corresponding to the advertisement to be played according to the preset data includes:
randomly selecting and generating an interaction problem corresponding to the advertisement to be played according to at least one group of preset data;
correspondingly, the generating and executing a feedback operation corresponding to the interactive response includes:
skipping the advertisement to be played which is being played when the interactive response is correct; or
And when the interactive response is wrong, continuously playing the broadcast to be played, and displaying the guidance prompt information of the interactive question in the interactive display area.
Optionally, the obtaining the playing information of the advertisement to be played and determining the response evaluation of the advertisement to be played according to the playing information of the advertisement to be played and the interactive response include:
acquiring and determining the correct rate of the user for answering the interactive question according to the correct answer of the interactive question in the playing information and the answer selected by the user in the interactive answer;
acquiring the time consumed for answering the interactive question by the user in the interactive response;
and determining the score of the advertisement to be played according to the accuracy and the question answering time, and taking the score as the answering evaluation of the advertisement to be played.
Optionally, the generating advertisement interaction information corresponding to the advertisement to be played according to the preset data includes:
generating a shortcut entrance corresponding to the advertisement to be played according to the preset data;
correspondingly, the generating and executing a feedback operation corresponding to the interactive response includes:
and when the user executes the content connected with the shortcut entrance through the shortcut entrance, skipping the advertisement to be played which is being played.
Optionally, the obtaining the playing information of the advertisement to be played and determining the response evaluation of the advertisement to be played according to the playing information of the advertisement to be played and the interactive response include:
acquiring the time consumption of the user for executing the content of the shortcut entrance connection in the interactive response;
and determining the score of the advertisement to be played as the response evaluation of the advertisement to be played according to the time consumption of the user for executing the content of the shortcut entrance connection.
Optionally, the generating advertisement interaction information corresponding to the advertisement to be played according to the preset data includes:
generating a questionnaire corresponding to the advertisement to be played according to the preset data;
correspondingly, the generating and executing a feedback operation corresponding to the interactive response includes:
skipping the advertisement to be played being played when the user completes and submits the questionnaire.
Optionally, the obtaining the playing information of the advertisement to be played and determining the response evaluation of the advertisement to be played according to the playing information of the advertisement to be played and the interactive response include:
obtaining answers of the user to the questionnaire in the interactive response and time consumed for the user to answer the questionnaire;
and determining the score of the advertisement to be played according to the answer of the user to answer the questionnaire and the questionnaire answer time, and taking the score as the answer evaluation of the advertisement to be played.
Optionally, the comprehensively evaluating the playing effect of the advertisement to be played according to the playing information and the response evaluation of all the stored advertisements to be played includes:
acquiring the first playing time of the advertisement to be played and the interactive playing times of the advertisement to be played in the playing information;
and comprehensively evaluating the playing effect of the advertisement to be played according to the response evaluation of all the stored advertisements to be played, the first playing time and the interactive playing times.
Optionally, after the obtaining and storing the response evaluation of the advertisement to be played according to the identifier of the advertisement to be played, the method further includes:
acquiring position information in the interactive response, and determining a playing region of the advertisement to be played;
storing the playing region and the corresponding relation between the playing region and the response evaluation;
correspondingly, the comprehensively evaluating the playing effect of the advertisement to be played according to the playing information and the response evaluation of all the stored advertisements to be played includes:
and respectively determining the playing effect of the advertisement to be played in each playing region according to the playing region, the corresponding relation between the playing region and the response evaluation, the scores of all the stored advertisements to be played, the first playing time and the interactive playing times.
Optionally, after the evaluating the playing effect of the advertisement to be played according to the response evaluation and the playing information, the method further includes:
and formulating a distribution strategy of the advertisement to be played according to the interactive response and/or the playing effect.
An interactive advertisement evaluation system, comprising:
the interactive information display module is used for acquiring and displaying pre-generated advertisement interactive information corresponding to the advertisement to be played to a pre-generated interactive display area when the advertisement to be played is played;
the interactive response acquisition module is used for acquiring an interactive response made by a user aiming at the advertisement interactive information;
the first computing module is used for acquiring the playing information of the advertisement to be played and determining the response evaluation of the advertisement to be played according to the playing information of the advertisement to be played and the interactive response, wherein the response evaluation is used for evaluating the playing effect of the advertisement to be played;
and the second calculation module is used for evaluating the playing effect of the advertisement to be played according to the response evaluation and the playing information.
Optionally, the interactive advertisement evaluation system further includes:
the relevant data determining module is used for acquiring and determining preset data relevant to the advertisement to be played according to the identifier of the advertisement to be played;
and the interactive information generating module is used for generating advertisement interactive information corresponding to the advertisement to be played according to the preset data.
Optionally, the interactive advertisement evaluation system further includes:
and the interactive display area generating module is used for acquiring the page layout of a display page, determining the generating position of the interactive display area in the display page and generating the interactive display area.
Optionally, the interactive advertisement evaluation system further includes:
and the feedback operation execution module is used for generating and executing feedback operation corresponding to the interactive response, wherein the feedback operation is used for guiding or rewarding the user.
Optionally, the second computing module includes:
the response evaluation storage submodule is used for acquiring and storing the response evaluation of the advertisement to be played according to the identification of the advertisement to be played;
and the playing effect evaluation submodule is used for comprehensively evaluating the playing effect of the advertisement to be played according to the playing information and the response evaluation of all the stored advertisements to be played.
Optionally, the interaction information generating module is specifically configured to:
randomly selecting and generating an interaction problem corresponding to the advertisement to be played according to at least one group of preset data;
correspondingly, the feedback operation execution module includes:
the first feedback sub-module is used for skipping the advertisement to be played when the interactive response is correct;
and the second feedback submodule is used for continuously playing the broadcast to be played when the interactive response is wrong, and displaying the guidance prompt information of the interactive question in the interactive display area.
Optionally, the first computing module includes:
the accuracy calculation sub-module is used for acquiring and determining the accuracy of the user for answering the interactive question according to the correct answer of the interactive question in the playing information and the answer selected by the user in the interactive answer;
the first time-consuming determining submodule is used for acquiring the time consumed for answering the interactive question by the user in the interactive response;
and the first scoring submodule is used for determining the score of the advertisement to be played according to the accuracy and the question answering time, and the score is used as the answering evaluation of the advertisement to be played.
Optionally, the interaction information generating module is specifically configured to:
generating a shortcut entrance corresponding to the advertisement to be played according to the preset data;
correspondingly, the feedback operation execution module is specifically configured to:
and when the user executes the content connected with the shortcut entrance through the shortcut entrance, skipping the advertisement to be played which is being played.
Optionally, the first computing module includes:
a second time consumption determining submodule, configured to obtain time consumption for the user to execute the content of the shortcut portal connection in the interactive response;
and the second scoring submodule is used for determining the score of the advertisement to be played according to the time consumed by the user for executing the content of the shortcut entrance connection, and the score is used as the response evaluation of the advertisement to be played.
Optionally, the interaction information generating module is specifically configured to:
generating a questionnaire corresponding to the advertisement to be played according to the preset data;
correspondingly, the feedback operation execution module is specifically configured to:
skipping the advertisement to be played being played when the user completes and submits the questionnaire.
Optionally, the first computing module includes:
a third time consumption determining submodule, configured to obtain answers of the user to answer the questionnaire in the interactive response and time consumed for the user to answer the questionnaire;
and the third scoring submodule is used for determining the score of the advertisement to be played according to the answer of the user for answering the questionnaire and the response time of the questionnaire, and the score is used as the response evaluation of the advertisement to be played.
Optionally, the play effect evaluation sub-module includes:
the data acquisition unit is used for acquiring the first playing time of the advertisement to be played and the interactive playing times of the advertisement to be played in the playing information;
and the comprehensive evaluation unit is used for comprehensively evaluating the playing effect of the advertisement to be played according to the response evaluation of all the stored advertisements to be played, the first playing time and the interactive playing times.
Optionally, the second computing module further includes:
the position information acquisition submodule is used for acquiring the position information in the interactive response and determining the playing region of the advertisement to be played;
the region information storage submodule is used for storing the playing region and the corresponding relation between the playing region and the response evaluation;
correspondingly, the play effect evaluation submodule is specifically configured to:
and respectively determining the playing effect of the advertisement to be played in each playing region according to the playing region, the corresponding relation between the playing region and the response evaluation, the scores of all the stored advertisements to be played, the first playing time and the interactive playing times.
Optionally, the system for evaluating interactive advertisement further includes:
and the playing plan making module is used for making a distribution strategy of the advertisement to be played according to the interactive response and/or the playing effect.
According to the method and the system for evaluating the interactive advertisement, the advertisement interactive information is played while the advertisement to be played is played, and the playing effect of the advertisement can be evaluated by analyzing the interactive response of the user aiming at the advertisement interactive information and the playing information of the advertisement to be played. In addition, by the method for playing the advertisement interactive information, the interactivity with the user is increased, the condition that the user runs off due to long-time waiting for the advertisement can be reduced, and the user experience is improved. Of course, it is not necessary for any product or method of practicing the invention to achieve all of the above-described advantages at the same time.
Drawings
In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the drawings used in the description of the embodiments or the prior art will be briefly described below, it is obvious that the drawings in the following description are only some embodiments of the present invention, and for those skilled in the art, other drawings can be obtained according to the drawings without creative efforts.
FIG. 1 is a flowchart illustrating an interactive advertisement evaluation method according to an embodiment of the present invention;
FIG. 2 is a schematic diagram of a scenario for determining a location of an interactive display area according to an embodiment of the present invention;
FIG. 3 is a schematic diagram of another scenario for determining a location of an interactive display area according to an embodiment of the present invention;
FIG. 4 is a diagram illustrating an interactive advertisement evaluation system according to an embodiment of the present invention;
FIG. 5 is another schematic diagram of an interactive advertisement evaluation system according to an embodiment of the present invention.
Detailed Description
The technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, and not all of the embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention.
Referring to fig. 1, fig. 1 is a schematic flow chart of an interactive advertisement evaluation method according to an embodiment of the present invention, including:
s101, when the advertisement to be played is played, the pre-generated advertisement interaction information corresponding to the advertisement to be played is acquired and displayed in a pre-generated interaction display area.
And acquiring and determining advertisement interaction information corresponding to the advertisement to be played according to the identifier (such as the ID or name of the advertisement to be played). The advertisement interaction information is dynamically displayed in the interaction display area, and meanwhile, the interaction display area can receive the response of the user, such as answer selection or page jump execution.
S102, acquiring an interactive response made by the user aiming at the advertisement interactive information.
And the user makes an interactive response according to the interactive information in the interactive display area, and the system acquires the interactive response made by the user. If the user does not finish the operation of the advertisement interactive information within the designated time, the interactive response is not counted.
S103, obtaining the playing information of the advertisement to be played, and determining the response evaluation of the advertisement to be played according to the playing information and the interactive response of the advertisement to be played, wherein the response evaluation is used for evaluating the playing effect of the advertisement to be played.
The playing information is used for representing the playing condition of the advertisement to be played and the advertisement interaction information, and the cognitive degree of the user on the product, namely response evaluation, can be determined according to the playing information and the interaction response made by the user.
And S104, evaluating the playing effect of the advertisement to be played according to the response evaluation and the playing information.
The higher the response evaluation of the user is, the better the playing effect of the corresponding advertisement to be played is. When evaluating the playing effect of the advertisement to be played, the playing information of the advertisement to be played is considered at the same time, because the time for playing the advertisement to be played for the first time is longer and longer, and the cognitive degree of the user for the product should be gradually increased along with the gradual increase of the playing times of the advertisement to be played. Therefore, as the time for playing the advertisement to be played for the first time is longer and longer, and as the number of times for playing the advertisement to be played is gradually increased, the evaluation result of the playing effect of the advertisement to be played is worse due to the lower response evaluation.
In the embodiment of the invention, the advertisement interactive information is played while the advertisement to be played is played, and the advertisement playing effect can be evaluated by analyzing the interactive response of the user aiming at the advertisement interactive information and the playing information of the advertisement to be played.
Data corresponding to at least one advertisement to be played is formulated in advance, the advertisement to be played and the data are identified, and the corresponding relation between the advertisement to be played and the data is recorded through the identification. When the advertisement to be played is to be played, the data corresponding to the advertisement to be played is randomly selected according to the identifier of the advertisement to be played, and advertisement interaction information of the advertisement to be played is generated.
Optionally, in the method for evaluating an interactive advertisement according to the embodiment of the present invention, before S101, the method further includes:
step one, acquiring and determining preset data related to the advertisement to be played according to the identifier of the advertisement to be played.
According to the content of the advertisement to be played, at least one piece of data (such as the name of a product in the advertisement to be played or the idea of the advertisement to be played) corresponding to the advertisement to be played is generated in advance and stored in a database as preset data. And when the advertisement to be played is to be played, acquiring data corresponding to the advertisement to be played in the database according to the identifier of the advertisement to be played.
And step two, generating advertisement interaction information corresponding to the advertisement to be played according to preset data.
And generating advertisement interaction information for user operation according to preset data.
In the embodiment of the invention, a specific generation method of the advertisement interaction information is provided, and support is provided for a subsequent user to make an interactive response aiming at the advertisement interaction information.
Before playing the advertisement to be played, the generation position of the interactive display area for playing the interactive information is determined. The generation position of the interactive display area is any position according to the embodiment of the invention, for example, the interactive display area is generated by being fixed on the right side of the video playing area, or the interactive display area is embedded in the right side of the video playing area.
Optionally, in the method for evaluating an interactive advertisement according to the embodiment of the present invention, before S101, the method further includes:
the method comprises the steps of obtaining page layout of a display page, determining a generation position of an interactive display area in the display page, and generating the interactive display area.
When the video is played in the window mode, referring to fig. 2, the video playing area only occupies a part of the display page, the remaining space of the display page is obtained, and the interactive display area is generated in the remaining space of the display page. When the video is played in the full-screen mode, referring to fig. 3, the video playing area occupies all the display pages, no remaining space exists, a proper position is selected in the video playing area, and the interactive display area is generated in an embedded mode.
In the embodiment of the invention, the generation position of the interactive display area is determined according to the layout of the display page, so that the display resources can be more reasonably utilized, the visual effect is good, and the user experience is good.
In order to encourage users to participate in the interactive advertisements, the embodiment of the invention applies feedback operation to reward or guide the users so as to increase the enthusiasm of the users for participating in the interactive advertisements and improve the user experience.
Optionally, after S102, the method further includes:
and generating and executing feedback operation corresponding to the interactive response, wherein the feedback operation is used for guiding or rewarding the user.
And generating feedback operation corresponding to the interactive response according to the interactive response of the user, and executing the feedback operation for guiding or rewarding the user. The feedback operation is any guidance or reward operation consistent with an embodiment of the present invention, such as skipping a currently playing advertisement to be played or adding points to a user account.
In the embodiment of the invention, the user is guided or rewarded through feedback operation, so that the times of the user participating in the advertisement interactive information are increased, the sampling number of interactive response is increased, and the accuracy of the evaluation of the playing effect is improved.
In order to more accurately evaluate the playing effect of the advertisement to be played and exclude individual factors, analysis needs to be made for the interactive responses of a large number of users. Therefore, in the embodiment of the invention, after each response evaluation is determined, the response evaluation is stored, so that the evaluation of the playing effect of the advertisement to be played is facilitated.
Optionally, S104 includes:
step one, acquiring and storing the response evaluation of the advertisement to be played according to the identifier of the advertisement to be played.
And after determining the response evaluation of the current user to the advertisement to be played, storing the response evaluation according to the identifier of the advertisement to be played. When the response evaluation is stored, the corresponding relationship between the response evaluation and the advertisement to be played needs to be noted, so that all the response evaluations of the advertisement to be played can be acquired later.
And step two, comprehensively evaluating the playing effect of the advertisement to be played according to the playing information and the response evaluation of all the stored advertisements to be played.
When the playing effect of the advertisement to be played is evaluated, the response evaluation of all the advertisements to be played needs to be obtained, and the more the response evaluation of the advertisement to be played is, the more accurate the evaluation result is.
In the embodiment of the invention, a specific method for evaluating the playing effect of the advertisement to be played is provided, the advertisement to be played is evaluated according to the response evaluation of all the stored advertisements to be played, and the evaluation result is more accurate.
The advertisement interaction information played in the interaction display area is interaction information in any form according to the embodiment of the present invention, including but not limited to: interactive questions, quick entries, and questionnaires.
Optionally, according to preset data, generating advertisement interaction information corresponding to the advertisement to be played, including:
and randomly selecting and generating an interaction problem corresponding to the advertisement to be played according to at least one group of preset data.
The interactive questions may be single-choice questions, multiple-choice questions, or operational questions. In order to avoid that the user blindly selects or violates the interactive intention in other modes, a plurality of groups of data can be preset, one group of data is randomly selected from the data for interactive display, and a method of disordering the problem or the selection sequence and limiting the interactive operation times of the user can be adopted.
Correspondingly, generating and executing feedback operation corresponding to the interactive response, including:
and when the interactive response is correct, skipping the advertisement to be played which is being played. Or
And when the interactive response is wrong, continuously playing the broadcast to be played, and displaying the guidance prompt information of the interactive problem in the interactive display area.
And when the answer in the interactive response made by the user aiming at the interactive question is correct, skipping the advertisement to be played which is being played, and subtracting the residual playing time length of the advertisement to be played which is being played from the total time of the advertisement playing. And when the interactive response is wrong, displaying the correct answer of the interactive question in the interactive display area and matching with the explanation.
In the embodiment of the invention, a method for generating advertisement interaction information and a method for executing feedback operation when the advertisement interaction information is an interaction problem are provided, and a specific application scene of the embodiment of the invention is provided. The method provides a precondition for subsequently evaluating the playing effect of the advertisement to be played.
The response evaluation of the advertisement to be played is any evaluation according to the embodiment of the invention, and can be a score or different evaluation grades, which is not described herein again.
Optionally, the obtaining of the playing information of the advertisement to be played and the determining of the response evaluation of the advertisement to be played according to the playing information and the interactive response of the advertisement to be played include:
step one, acquiring and determining the accuracy of the interactive questions answered by the user according to the correct answers of the interactive questions in the playing information and the answers selected by the user in the interactive answers.
And comparing the correct answers with the answers selected by the user, and determining the number of the interactive questions with correct answers. Then
Figure BDA0001259062550000122
And step two, acquiring the time consumed for answering the questions of the interactive questions answered by the user in the interactive response.
If the user does not complete all interaction problems before the advertisement to be played is played, the score is not counted.
And step three, determining the score of the advertisement to be played according to the accuracy and the time consumed by question answering, and taking the score as the answer evaluation of the advertisement to be played.
The score of the advertisement to be played is positively correlated with the accuracy, and is negatively correlated with the time consumption of the answer, and optionally, the score is made
Figure BDA0001259062550000121
Wherein I is the score, RaFor accuracy, TaFor responding to the elapsed time, a is a predetermined coefficient, which is set according to the number and type of the interactive questions, for example, a may be set to 4 seconds when the interactive questions are two-channel single-choice questions, and may be set to 8 seconds when the interactive questions are two-channel multiple-choice questions.
In the embodiment of the invention, a specific method for determining the response evaluation is provided, the accuracy and the response time are comprehensively considered, and the response evaluation obtained by only considering the accuracy is more accurate compared with the response evaluation obtained by only considering the accuracy, so that support is provided for evaluating the playing effect of the advertisement to be played according to the response evaluation subsequently.
Optionally, according to preset data, generating advertisement interaction information corresponding to the advertisement to be played, including:
and generating a shortcut entrance corresponding to the advertisement to be played according to preset data.
The shortcut entrance here is any shortcut entrance in accordance with the embodiment of the present invention, such as an online shopping page of a product or a public number of the product. The two-dimensional code can be generated in the interactive display area, and when a user scans or clicks the two-dimensional code, the user directly jumps to an online shopping page of a product in the advertisement to be played.
Correspondingly, generating and executing feedback operation corresponding to the interactive response, including:
and when the user executes the content connected with the shortcut entrance through the shortcut entrance, skipping the advertisement to be played which is being played.
In the embodiment of the invention, a method for generating advertisement interaction information and a method for executing feedback operation when the advertisement interaction information is a shortcut entry are provided, and a specific application scene of the embodiment of the invention is provided. The method provides a precondition for subsequently evaluating the playing effect of the advertisement to be played.
Optionally, the obtaining of the playing information of the advertisement to be played and the determining of the response evaluation of the advertisement to be played according to the playing information and the interactive response of the advertisement to be played include:
step one, acquiring time consumption of a user for executing the content of the shortcut entrance connection in the interactive response.
And step two, determining the score of the advertisement to be played as the response evaluation of the advertisement to be played according to the time consumption of the user for executing the content of the shortcut entrance connection.
The score of the advertisement to be played is related to the time consumption of the user for executing the content of the shortcut entrance connection, and if the user does not execute the content of the shortcut entrance connection until the advertisement to be played is played, the score is not counted. Optionally, order scoring
Figure BDA0001259062550000131
Wherein I is the score, TbTime consuming execution of the content of the shortcut portal connection for the user, B isThe setting coefficient is set according to the reaction time of the user for obtaining the product information in the advertisement to be played, for example, when the reaction time of the user for obtaining the product information in the advertisement to be played is 5 seconds, B may be set to 5.
In the embodiment of the invention, when the advertisement interaction information is a quick entry, a specific method for determining response evaluation is provided, and support is provided for evaluating the playing effect of the advertisement to be played according to the response evaluation subsequently.
Optionally, according to preset data, generating advertisement interaction information corresponding to the advertisement to be played, including:
and generating a questionnaire corresponding to the advertisement to be played according to preset data.
The questionnaire includes single-choice questions, multiple-choice questions, or action questions. When the questionnaire is generated each time, a group of questionnaires is randomly selected from preset data to be interactively displayed, and the sequence of questions or options can be disordered.
Correspondingly, generating and executing feedback operation corresponding to the interactive response, including:
when the user completes and submits the questionnaire, the advertisement to be played that is playing is skipped.
In the embodiment of the invention, a method for generating advertisement interaction information and a method for executing feedback operation when the advertisement interaction information is a questionnaire are provided, and a specific application scene of the embodiment of the invention is provided. The method provides a precondition for subsequently evaluating the playing effect of the advertisement to be played.
Optionally, the obtaining of the playing information of the advertisement to be played and the determining of the response evaluation of the advertisement to be played according to the playing information and the interactive response of the advertisement to be played include:
step one, obtaining answers of the user to answer the questionnaire in the interactive response and time consumed by the user to answer the questionnaire.
And step two, determining the score of the advertisement to be played as the response evaluation of the advertisement to be played according to the answers of the user to the questionnaire and the time consumed for answering the questionnaire.
The score of the advertisement to be played is related to the time consumed by questionnaire answers, if the user does not complete the questionnaire until the advertisement to be played is played, the score is not counted, the score is related to the answers of the user to answer the questionnaire, and each investigation question and the score of each answer can be set according to actual conditions. For example, when a questionnaire is composed of five single-choice questions, the score of each single-choice question may be made 20 points. When one of the single questions is: the intention of you to purchase the product in the advertisement is: 1. want to purchase immediately. 2. May be purchased. 3. Never wanting to buy. Option 1. want to buy immediately setting to 20 points, option 2. may buy setting to 10 points, option 3. do not want to buy setting to 0 points at all. If the user does not select any answer, the question is scored as 0. Of course, the questions in the questionnaire here are any questions consistent with the present invention, and are mainly for increasing the user's memory of advertisement-related content or for obtaining user feedback product information. Such as: whether the product in the advertisement was purchased or whether the product was conveniently purchased near the user's residence.
When the advertisement interaction information is a questionnaire, the selection is optional. Let score I equal KC-(Tc-C)2Wherein I is the score, KCScore answers to questionnaires, TcAnd C is a preset coefficient, and is set according to the number and the types of questions in the questionnaire, wherein the more the number of the questions, the higher the difficulty of the types of the questions and the larger the setting of C. For example, C may be set to 10 seconds when the questionnaire is four-channel single-choice questions, and a may be set to 15 seconds when the questionnaire is four-channel multiple-choice questions.
In the embodiment of the invention, a specific method for determining the response evaluation is provided when the advertisement interaction information is a questionnaire, so that support is provided for subsequently evaluating the playing effect of the advertisement to be played according to the response evaluation.
When evaluating the playing effect of the advertisement to be played, in addition to considering the response evaluation, the interactive playing frequency of the advertisement to be played and the first playing time of the advertisement to be played need to be considered.
Optionally, the method for comprehensively evaluating the playing effect of the advertisement to be played according to the playing information and the response evaluation of all stored advertisements to be played includes:
step one, acquiring the first playing time of the advertisement to be played and the interactive playing times of the advertisement to be played in the playing information.
And step two, comprehensively evaluating the playing effect of the advertisement to be played according to the response evaluation, the first playing time and the interactive playing times of all the stored advertisements to be played.
And when the response evaluation is the score, calculating the average score of the response evaluation according to the stored score of each response evaluation of the advertisement to be played and the number of the response evaluations of the advertisement to be played. And determining the playing effect of the advertisement to be played according to the average score of the response evaluation, the first playing time and the interactive playing times. And the playing effect of the advertisement to be played is positively correlated with the average score of the response evaluation, and is negatively correlated with the interactive playing times and the distance first playing time. For example, according to
Figure BDA0001259062550000151
Determining the playing effect of the advertisement, wherein AD is used for representing the playing effect of the advertisement to be played, the larger the value of AD, the better the playing effect of the advertisement to be played, and TlFor the time (calculated by one day less than one day) from the first time the advertisement is to be played, ScE is a preset coefficient for the interactive playing time, and is set according to the influence degree of the response evaluation on the interactive playing time and the time from the first playing of the advertisement to be played, for example, E is set to 4.
In the embodiment of the invention, the playing effect of the advertisement to be played is comprehensively evaluated according to the response evaluation, the first playing time and the interactive playing times of all the stored advertisements to be played, so that the playing effect of the advertisement to be played is evaluated.
The playing effects of different advertisements in different regions can also be different, and in the embodiment of the invention, the position information of the user can be acquired and stored, so that the playing effects of the advertisements to be played in different regions can be evaluated.
Optionally, after obtaining and storing the response evaluation of the advertisement to be played according to the identifier of the advertisement to be played, the method further includes:
acquiring position information in the interactive response, and determining a playing region of the advertisement to be played;
and storing the playing region and the corresponding relation between the playing region and the response evaluation.
The playing region is any region according to the embodiment of the present invention, and may be divided according to the administrative location of province or city, or may be divided according to the natural location of geography or climate (for example, huai river south, huai river north), which is not described herein again. The corresponding relation between the playing region and the response evaluation is stored, so that the playing effect of the advertisement to be played can be conveniently evaluated in subsequent regions.
Correspondingly, according to the playing information and the response evaluation of all the stored advertisements to be played, the playing effect of the advertisements to be played is comprehensively evaluated, and the method comprises the following steps:
and respectively determining the playing effect of the advertisement to be played in each playing region according to the playing region, the corresponding relation between the playing region and the response evaluation, the scores of all stored advertisements to be played, the first playing time and the interactive playing times.
In practical application, it is significant to evaluate the playing effect of the advertisement in different regions. The reason is that the living habits and the value views of people in different regions are often different, and the playing effect is evaluated in different regions, so that the method has extremely important significance for the popularization of products or culture in specific regions.
In the embodiment of the invention, the corresponding relation between the playing region and the response evaluation is stored, and the playing effect of the advertisement to be played in each playing region is respectively determined according to the corresponding relation between the playing region, the playing region and the response evaluation, the scores of all stored advertisements to be played, the first playing time and the interactive playing times, so that the playing effect of the advertisement is evaluated regionally.
When the advertisement to be played is played completely and the video content selected by the user starts to be played, the interactive display area is automatically closed, so that the influence of the interactive display area on the normal video watching of the user is avoided.
Optionally, after S104, the method further includes:
and formulating a distribution strategy of the advertisement to be played according to the interactive response and/or the playing effect.
Wherein, the distribution strategy comprises: the playing frequency, the playing time, the playing region, the content of the advertisement interaction information and the content of the advertisement to be played.
And acquiring the information of the users in the interactive response, and determining the preference and the demand of a certain user or all users in a certain playing area on the product in the advertisement to be played according to the interactive response and the playing effect, thereby formulating the distribution strategy of the advertisement to be played.
And when the advertisement interaction information is an interaction problem, formulating a distribution strategy of the advertisement to be played according to the playing effect. For example, if the playing effect of the advertisement to be played is lower than 60 minutes in the playing region a, the playing frequency of the advertisement to be played may be increased in the playing region a. If the playing effect of the advertisement to be played is continuously more than 90 minutes for 3 months in the playing region B, the playing frequency of the advertisement to be played in the playing region B can be correspondingly reduced, or the form of the advertisement interaction information is changed into a quick entry in the playing region B, so that a user can conveniently purchase or know products in the advertisement to be played in more detail.
When the advertisement interaction information is a questionnaire, a playing plan of the advertisement to be played can be formulated according to specific problems in the questionnaire. For example, when the questionnaire questions are: the intention of you to purchase the product in the advertisement is: 1. want to purchase immediately. 2. May be purchased. 3. Never wanting to buy. If in the playing region C, more than 60% of users select 1 to purchase immediately. The distribution strategy can be adjusted to change the form of the advertisement interaction information into a quick entry when the advertisement to be played is played in the playing region C, so that the user can conveniently purchase the advertisement. If more than 60% of users in the broadcast region C choose 2, they may buy it. The number of playing times of the advertisement to be played can be increased to increase the purchase desire of the user.
If the playing effect of the advertisement to be played is below 30 minutes for three consecutive months, the content of the advertisement to be played needs to be changed so as to change the cognition of the user on the product in the advertisement to be played. This is because if the playing effect is below 30 minutes for three consecutive months, it indicates that the advertisement to be played cannot cause the user's desire to purchase, and even the opposite effect is generated.
In the embodiment of the invention, the distribution strategy of the advertisement to be played is formulated according to the interactive response and the playing effect, the advertisement to be played can be played according to the actual demand and the preference of the user, and the playing value of the advertisement to be played can be improved.
Referring to fig. 4, fig. 4 is a schematic diagram of an interactive advertisement evaluation system according to an embodiment of the present invention, including:
an advertisement distribution back office 401 for distributing advertisements to user devices 403.
The advertisement distribution background 401 receives the advertisement distribution instruction sent by the data statistics background 405, and distributes the advertisement to at least one user device 403 according to the advertisement distribution instruction. The advertisement distribution instruction records an identifier of at least one advertisement and an identifier of at least one user equipment 403, so that the advertisement distribution background 401 can clearly send which advertisement to which user equipment.
And the interactive data background 402 is used for generating interactive data and distributing the interactive data to the users 403.
The interactive data background 402 receives the interactive distribution instruction sent by the data statistics background 405, generates interactive data (i.e., advertisement interactive information) according to the interactive distribution instruction, and then distributes the advertisement interactive information to at least one user device 403 according to the interactive distribution instruction. The advertisement interaction information is generated according to the content of the advertisement, and the advertisement interaction information are corresponding to each other. Part of information of the advertisement distribution instruction is recorded in the interactive distribution instruction, and the interactive data background 402 distributes advertisement interactive information corresponding to the advertisement to the user equipment 403 playing the advertisement according to the interactive distribution instruction.
The user equipment 403 is configured to play the advertisement and the interactive data, and obtain and send an interactive response of the user.
Under normal conditions, one video playing platform corresponds to a plurality of user devices 403, and each user device 403 receives an advertisement sent by the advertisement distribution background 401 and advertisement interaction information sent by the interaction data background 402. The user device 403 will obtain the interactive response made by the user for the advertisement interactive information while playing the advertisement and the advertisement interactive information.
And a data collection background 404 for collecting the interactive responses of the user.
The data collection background 404 receives the interactive responses sent by the user equipment 403, integrates the interactive responses, and sends the integrated interactive responses to the data statistics background 405.
And the data statistics background 405 is configured to evaluate a playing effect of the advertisement according to the interactive response of the user and the playing information of the advertisement, and generate an advertisement distribution instruction for distributing the advertisement and an interactive distribution instruction for distributing the interactive data according to the playing information of the advertisement.
Aiming at any advertisement, according to the accuracy rate R of the user answering the advertisement interactive information in the interactive responseaAnswering time TaAnd the number of interactive play times S in the play informationcDetermining the playing effect AD ═ f (T) of the advertisements,Ra,Ta,Sc) Wherein, the larger the value of AD, the better the playing effect of the advertisement is, and AD and Ra、ScPositive correlation and TaNegative correlation, TsIs a statistical time axis.
In the embodiment of the invention, the advertisement interactive information is played while the advertisement is played, and the playing effect of the advertisement is evaluated according to the interactive response of the user to the advertisement interactive information, so that the evaluation of the playing effect of the advertisement is realized.
Referring to fig. 5, fig. 5 is another schematic diagram of an interactive advertisement evaluation system according to an embodiment of the present invention, including:
the interactive information display module 501 is configured to, when an advertisement to be played is played, obtain and display pre-generated advertisement interactive information corresponding to the advertisement to be played in a pre-generated interactive display area.
An interactive response obtaining module 502, configured to obtain an interactive response made by the user for the advertisement interactive information.
The first calculating module 503 is configured to acquire playing information of the advertisement to be played, and determine a response evaluation of the advertisement to be played according to the playing information of the advertisement to be played and the interactive response, where the response evaluation is used to evaluate a playing effect of the advertisement to be played.
The second calculating module 504 is configured to evaluate a playing effect of the advertisement to be played according to the response evaluation and the playing information.
In the embodiment of the invention, the advertisement interactive information is played while the advertisement to be played is played, and the advertisement playing effect can be evaluated by analyzing the interactive response of the user aiming at the advertisement interactive information and the playing information of the advertisement to be played.
It should be noted that, the system in the embodiment of the present invention is a system applying the evaluation method of the interactive advertisement, and the embodiments of the evaluation method of the interactive advertisement are all applicable to the system, and all can achieve the same or similar beneficial effects.
Optionally, the evaluation system for interactive advertisements in the embodiment of the present invention further includes:
and the related data determining module is used for acquiring and determining preset data related to the advertisement to be played according to the identifier of the advertisement to be played.
And the interactive information generating module is used for generating advertisement interactive information corresponding to the advertisement to be played according to preset data.
In the embodiment of the invention, a specific generation method of the advertisement interaction information is provided, and support is provided for a subsequent user to make an interactive response aiming at the advertisement interaction information.
Optionally, the evaluation system for interactive advertisements in the embodiment of the present invention further includes:
and the interactive display area generating module is used for acquiring the page layout of the display page, determining the generating position of the interactive display area in the display page and generating the interactive display area.
In the embodiment of the invention, the generation position of the interactive display area is determined according to the layout of the display page, so that the display resources can be more reasonably utilized, the visual effect is good, and the user experience is good.
Optionally, the evaluation system for interactive advertisements in the embodiment of the present invention further includes:
and the feedback operation execution module is used for generating and executing feedback operation corresponding to the interactive response, wherein the feedback operation is used for guiding or rewarding the user.
In the embodiment of the invention, the user is guided or rewarded through feedback operation, so that the times of the user participating in the advertisement interactive information are increased, the sampling number of interactive response is increased, and the accuracy of the evaluation of the playing effect is improved.
Optionally, the second calculating module 504 includes:
and the response evaluation storage submodule is used for acquiring and storing the response evaluation of the advertisement to be played according to the identifier of the advertisement to be played.
And the playing effect evaluation submodule is used for comprehensively evaluating the playing effect of the advertisement to be played according to the playing information and the response evaluation of all the stored advertisements to be played.
In the embodiment of the invention, a specific method for evaluating the playing effect of the advertisement to be played is provided, the advertisement to be played is evaluated according to the response evaluation of all the stored advertisements to be played, and the evaluation result is more accurate.
Optionally, the interaction information generating module is specifically configured to:
randomly selecting and generating an interaction problem corresponding to the advertisement to be played according to at least one group of preset data;
accordingly, the feedback operation execution module comprises:
the first feedback submodule is used for skipping the advertisement to be played which is being played when the interactive response is correct;
and the second feedback submodule is used for continuously playing the broadcast to be played which is being played when the interactive response is wrong, and displaying the guidance prompt information of the interactive problem in the interactive display area.
In the embodiment of the invention, a method for generating advertisement interaction information and a method for executing feedback operation when the advertisement interaction information is an interaction problem are provided, and a specific application scene of the embodiment of the invention is provided. The method provides a precondition for subsequently evaluating the playing effect of the advertisement to be played.
Optionally, the first calculating module 503 includes:
the accuracy calculation submodule is used for acquiring and determining the accuracy of the user for answering the interactive question according to the correct answer of the interactive question in the playing information and the answer selected by the user in the interactive response;
and the first time-consuming determining submodule is used for acquiring the time consumed for answering the question of the interactive question in the interactive response.
And the first scoring submodule is used for determining the score of the advertisement to be played according to the accuracy and the question answering time and taking the score as the answering evaluation of the advertisement to be played.
In the embodiment of the invention, a specific method for determining the response evaluation is provided, the accuracy and the response time are comprehensively considered, and the response evaluation obtained by only considering the accuracy is more accurate compared with the response evaluation obtained by only considering the accuracy, so that support is provided for evaluating the playing effect of the advertisement to be played according to the response evaluation subsequently.
Optionally, the interaction information generating module is specifically configured to:
generating a shortcut entrance corresponding to the advertisement to be played according to preset data;
correspondingly, the feedback operation execution module is specifically configured to:
and when the user executes the content connected with the shortcut entrance through the shortcut entrance, skipping the advertisement to be played which is being played.
In the embodiment of the invention, a method for generating advertisement interaction information and a method for executing feedback operation when the advertisement interaction information is a shortcut entry are provided, and a specific application scene of the embodiment of the invention is provided. The method provides a precondition for subsequently evaluating the playing effect of the advertisement to be played.
Optionally, the first calculating module 503 includes:
and the second time consumption determining submodule is used for acquiring the time consumption of the content of the user executing the shortcut entrance connection in the interactive response.
And the second scoring submodule is used for determining the score of the advertisement to be played according to the time consumed by the user for executing the content of the shortcut entrance connection, and the score is used as the response evaluation of the advertisement to be played.
In the embodiment of the invention, when the advertisement interaction information is a quick entry, a specific method for determining response evaluation is provided, and support is provided for evaluating the playing effect of the advertisement to be played according to the response evaluation subsequently.
Optionally, the interaction information generating module is specifically configured to:
and generating a questionnaire corresponding to the advertisement to be played according to preset data.
Correspondingly, the feedback operation execution module is specifically configured to:
when the user completes and submits the questionnaire, the advertisement to be played that is playing is skipped.
In the embodiment of the invention, a method for generating advertisement interaction information and a method for executing feedback operation when the advertisement interaction information is a questionnaire are provided, and a specific application scene of the embodiment of the invention is provided. The method provides a precondition for subsequently evaluating the playing effect of the advertisement to be played.
Optionally, the first calculating module 503 includes:
and the third time-consuming determining submodule is used for acquiring answers of the user to answer the questionnaire in the interactive response and the questionnaire response time of the user to answer the questionnaire.
And the third scoring submodule is used for determining the score of the advertisement to be played according to the answers of the user to the questionnaire and the response time of the questionnaire, and taking the score as the response evaluation of the advertisement to be played.
In the embodiment of the invention, a specific method for determining the response evaluation is provided when the advertisement interaction information is a questionnaire, so that support is provided for subsequently evaluating the playing effect of the advertisement to be played according to the response evaluation.
Optionally, the play effect evaluation sub-module includes:
and the data acquisition unit is used for acquiring the first playing time of the advertisement to be played and the interactive playing times of the advertisement to be played in the playing information.
And the comprehensive evaluation unit is used for comprehensively evaluating the playing effect of the advertisement to be played according to the response evaluation, the first playing time and the interactive playing times of all the stored advertisements to be played.
In the embodiment of the invention, the playing effect of the advertisement to be played is comprehensively evaluated according to the response evaluation, the first playing time and the interactive playing times of all the stored advertisements to be played, so that the playing effect of the advertisement to be played is evaluated.
Optionally, the second calculating module 504 further includes:
and the position information acquisition submodule is used for acquiring the position information in the interactive response and determining the playing region of the advertisement to be played.
And the region information storage submodule is used for storing the playing region and the corresponding relation between the playing region and the response evaluation.
Correspondingly, the play effect evaluation submodule is specifically configured to:
and respectively determining the playing effect of the advertisement to be played in each playing region according to the playing region, the corresponding relation between the playing region and the response evaluation, the scores of all stored advertisements to be played, the first playing time and the interactive playing times.
In the embodiment of the invention, the corresponding relation between the playing region and the response evaluation is stored, and the playing effect of the advertisement to be played in each playing region is respectively determined according to the corresponding relation between the playing region, the playing region and the response evaluation, the scores of all stored advertisements to be played, the first playing time and the interactive playing times, so that the playing effect of the advertisement is evaluated regionally.
Optionally, the interactive advertisement evaluation system of the embodiment of the present invention further includes:
and the playing plan making module is used for making a distribution strategy of the advertisement to be played according to the interactive response and the playing effect.
In the embodiment of the invention, the distribution strategy of the advertisement to be played is formulated according to the interactive response and/or the playing effect, so that the playing value of the advertisement to be played can be improved.
It is noted that, herein, relational terms such as first and second, and the like may be used solely to distinguish one entity or action from another entity or action without necessarily requiring or implying any actual such relationship or order between such entities or actions. Also, the terms "comprises," "comprising," or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a process, method, article, or apparatus that comprises a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such process, method, article, or apparatus. Without further limitation, an element defined by the phrase "comprising an … …" does not exclude the presence of other identical elements in a process, method, article, or apparatus that comprises the element.
All the embodiments in the present specification are described in a related manner, and the same and similar parts among the embodiments may be referred to each other, and each embodiment focuses on the differences from the other embodiments. In particular, for the system embodiment, since it is substantially similar to the method embodiment, the description is simple, and for the relevant points, reference may be made to the partial description of the method embodiment.
The above description is only for the preferred embodiment of the present invention, and is not intended to limit the scope of the present invention. Any modification, equivalent replacement, or improvement made within the spirit and principle of the present invention shall fall within the protection scope of the present invention.

Claims (24)

1. An evaluation method for interactive advertisements, comprising:
when an advertisement to be played is played, acquiring and displaying pre-generated advertisement interaction information corresponding to the advertisement to be played to a pre-generated interaction display area;
acquiring an interactive response made by a user aiming at the advertisement interactive information;
acquiring playing information of the advertisement to be played, and determining response evaluation of the advertisement to be played according to the playing information of the advertisement to be played and the interactive response, wherein the response evaluation is used for evaluating the playing effect of the advertisement to be played; the playing information comprises the first playing time of the advertisement to be played and the interactive playing times of the advertisement to be played;
evaluating the playing effect of the advertisement to be played according to the response evaluation and the playing information;
the advertisement interaction information comprises interaction questions; the acquiring the playing information of the advertisement to be played and determining the response evaluation of the advertisement to be played according to the playing information of the advertisement to be played and the interactive response comprise:
acquiring and determining the correct rate of the user for answering the interactive question according to the correct answer of the interactive question in the playing information and the answer selected by the user in the interactive answer;
acquiring the time consumed for answering the interactive question by the user in the interactive response;
determining the score of the advertisement to be played according to the accuracy and the question answering time, and taking the score as the answering evaluation of the advertisement to be played;
the evaluating the playing effect of the advertisement to be played according to the response evaluation and the playing information comprises:
calculating the average score of the response evaluation according to the stored score of each response evaluation of the advertisement to be played and the number of the response evaluations of the advertisement to be played;
and determining the playing effect of the advertisement to be played according to the average score of the response evaluation, the first playing time and the interactive playing times.
2. The method for evaluating interactive advertisements according to claim 1, wherein before the acquiring and displaying the pre-generated advertisement interactive information corresponding to the advertisement to be played to the pre-generated interactive display area when the advertisement to be played is played, the method further comprises:
acquiring and determining preset data related to the advertisement to be played according to the identifier of the advertisement to be played;
and generating advertisement interaction information corresponding to the advertisement to be played according to the preset data.
3. The method for evaluating interactive advertisements according to claim 1, wherein before the acquiring and displaying the pre-generated advertisement interactive information corresponding to the advertisement to be played to the pre-generated interactive display area when the advertisement to be played is played, the method further comprises:
the method comprises the steps of obtaining page layout of a display page, determining a generation position of the interaction display area in the display page, and generating the interaction display area.
4. The method for evaluating interactive advertisement as claimed in claim 2, wherein after the step of obtaining the interactive response made by the user for the advertisement interactive information, the method further comprises:
and generating and executing a feedback operation corresponding to the interactive response, wherein the feedback operation is used for guiding or rewarding the user.
5. The method for evaluating interactive advertisements according to claim 4, wherein the evaluating the playing effect of the advertisement to be played according to the response evaluation and the playing information comprises:
acquiring and storing the response evaluation of the advertisement to be played according to the identifier of the advertisement to be played;
and comprehensively evaluating the playing effect of the advertisement to be played according to the playing information and the response evaluation of all the stored advertisements to be played.
6. The method for evaluating interactive advertisement as claimed in claim 5, wherein the generating advertisement interaction information corresponding to the advertisement to be played according to the preset data comprises:
randomly selecting and generating an interaction problem corresponding to the advertisement to be played according to at least one group of preset data;
correspondingly, the generating and executing a feedback operation corresponding to the interactive response includes:
skipping the advertisement to be played which is being played when the interactive response is correct; or
And when the interactive response is wrong, continuously playing the broadcast to be played, and displaying the guidance prompt information of the interactive question in the interactive display area.
7. The method for evaluating interactive advertisement as claimed in claim 5, wherein the generating advertisement interaction information corresponding to the advertisement to be played according to the preset data comprises:
generating a shortcut entrance corresponding to the advertisement to be played according to the preset data;
correspondingly, the generating and executing a feedback operation corresponding to the interactive response includes:
and when the user executes the content connected with the shortcut entrance through the shortcut entrance, skipping the advertisement to be played which is being played.
8. The method for evaluating an interactive advertisement according to claim 7, wherein the obtaining of the playing information of the advertisement to be played and the determining of the response evaluation of the advertisement to be played according to the playing information of the advertisement to be played and the interactive response comprise:
acquiring the time consumption of the user for executing the content of the shortcut entrance connection in the interactive response;
and determining the score of the advertisement to be played as the response evaluation of the advertisement to be played according to the time consumption of the user for executing the content of the shortcut entrance connection.
9. The method for evaluating interactive advertisement as claimed in claim 5, wherein the generating advertisement interaction information corresponding to the advertisement to be played according to the preset data comprises:
generating a questionnaire corresponding to the advertisement to be played according to the preset data;
correspondingly, the generating and executing a feedback operation corresponding to the interactive response includes:
skipping the advertisement to be played being played when the user completes and submits the questionnaire.
10. The method for evaluating an interactive advertisement according to claim 9, wherein the obtaining of the playing information of the advertisement to be played and the determining of the response evaluation of the advertisement to be played according to the playing information of the advertisement to be played and the interactive response comprise:
obtaining answers of the user to the questionnaire in the interactive response and time consumed for the user to answer the questionnaire;
and determining the score of the advertisement to be played according to the answer of the user to answer the questionnaire and the questionnaire answer time, and taking the score as the answer evaluation of the advertisement to be played.
11. The method for evaluating interactive advertisement as claimed in claim 8 or 10, wherein after the obtaining and storing the response evaluation of the advertisement to be played according to the identifier of the advertisement to be played, the method further comprises:
acquiring position information in the interactive response, and determining a playing region of the advertisement to be played;
storing the playing region and the corresponding relation between the playing region and the response evaluation;
correspondingly, the comprehensively evaluating the playing effect of the advertisement to be played according to the playing information and the response evaluation of all the stored advertisements to be played includes:
and respectively determining the playing effect of the advertisement to be played in each playing region according to the playing region, the corresponding relation between the playing region and the response evaluation, the scores of all the stored advertisements to be played, the first playing time and the interactive playing times.
12. The method for evaluating interactive advertisement as claimed in claim 1, wherein after evaluating the playing effect of the advertisement to be played according to the response evaluation and the playing information, the method further comprises:
and formulating a distribution strategy of the advertisement to be played according to the interactive response and/or the playing effect.
13. An interactive advertisement rating system, comprising:
the interactive information display module is used for acquiring and displaying pre-generated advertisement interactive information corresponding to the advertisement to be played to a pre-generated interactive display area when the advertisement to be played is played;
the interactive response acquisition module is used for acquiring an interactive response made by a user aiming at the advertisement interactive information;
the first computing module is used for acquiring the playing information of the advertisement to be played and determining the response evaluation of the advertisement to be played according to the playing information of the advertisement to be played and the interactive response, wherein the response evaluation is used for evaluating the playing effect of the advertisement to be played; the playing information comprises the first playing time of the advertisement to be played and the interactive playing times of the advertisement to be played;
the second calculation module is used for evaluating the playing effect of the advertisement to be played according to the response evaluation and the playing information;
the advertisement interaction information comprises interaction questions; the first computing module includes:
the accuracy calculation sub-module is used for acquiring and determining the accuracy of the user for answering the interactive question according to the correct answer of the interactive question in the playing information and the answer selected by the user in the interactive answer;
the first time-consuming determining submodule is used for acquiring the time consumed for answering the interactive question by the user in the interactive response;
the first scoring submodule is used for determining the score of the advertisement to be played according to the accuracy and the question answering time and taking the score as the answering evaluation of the advertisement to be played;
the second calculation module is specifically configured to:
calculating the average score of the response evaluation according to the stored score of each response evaluation of the advertisement to be played and the number of the response evaluations of the advertisement to be played;
and determining the playing effect of the advertisement to be played according to the average score of the response evaluation, the first playing time and the interactive playing times.
14. The interactive advertisement rating system of claim 13, further comprising:
the relevant data determining module is used for acquiring and determining preset data relevant to the advertisement to be played according to the identifier of the advertisement to be played;
and the interactive information generating module is used for generating advertisement interactive information corresponding to the advertisement to be played according to the preset data.
15. The interactive advertisement rating system of claim 13, further comprising:
and the interactive display area generating module is used for acquiring the page layout of a display page, determining the generating position of the interactive display area in the display page and generating the interactive display area.
16. The interactive advertisement rating system of claim 14, further comprising:
and the feedback operation execution module is used for generating and executing feedback operation corresponding to the interactive response, wherein the feedback operation is used for guiding or rewarding the user.
17. The interactive advertisement rating system of claim 16, wherein the second computing module comprises:
the response evaluation storage submodule is used for acquiring and storing the response evaluation of the advertisement to be played according to the identification of the advertisement to be played;
and the playing effect evaluation submodule is used for comprehensively evaluating the playing effect of the advertisement to be played according to the playing information and the response evaluation of all the stored advertisements to be played.
18. The interactive advertisement evaluation system of claim 17, wherein the interactive information generation module is specifically configured to:
randomly selecting and generating an interaction problem corresponding to the advertisement to be played according to at least one group of preset data;
correspondingly, the feedback operation execution module includes:
the first feedback sub-module is used for skipping the advertisement to be played when the interactive response is correct;
and the second feedback submodule is used for continuously playing the broadcast to be played when the interactive response is wrong, and displaying the guidance prompt information of the interactive question in the interactive display area.
19. The interactive advertisement evaluation system of claim 17, wherein the interactive information generation module is specifically configured to:
generating a shortcut entrance corresponding to the advertisement to be played according to the preset data;
correspondingly, the feedback operation execution module is specifically configured to:
and when the user executes the content connected with the shortcut entrance through the shortcut entrance, skipping the advertisement to be played which is being played.
20. The interactive advertisement rating system of claim 19, wherein the first computing module comprises:
a second time consumption determining submodule, configured to obtain time consumption for the user to execute the content of the shortcut portal connection in the interactive response;
and the second scoring submodule is used for determining the score of the advertisement to be played according to the time consumed by the user for executing the content of the shortcut entrance connection, and the score is used as the response evaluation of the advertisement to be played.
21. The interactive advertisement evaluation system of claim 17, wherein the interactive information generation module is specifically configured to:
generating a questionnaire corresponding to the advertisement to be played according to the preset data;
correspondingly, the feedback operation execution module is specifically configured to:
skipping the advertisement to be played being played when the user completes and submits the questionnaire.
22. The interactive advertisement rating system of claim 21, wherein the first computing module comprises:
a third time consumption determining submodule, configured to obtain answers of the user to answer the questionnaire in the interactive response and time consumed for the user to answer the questionnaire;
and the third scoring submodule is used for determining the score of the advertisement to be played according to the answer of the user for answering the questionnaire and the response time of the questionnaire, and the score is used as the response evaluation of the advertisement to be played.
23. The system for evaluating interactive advertisements according to claim 20 or 22, wherein the second computing module further comprises:
the position information acquisition submodule is used for acquiring the position information in the interactive response and determining the playing region of the advertisement to be played;
the region information storage submodule is used for storing the playing region and the corresponding relation between the playing region and the response evaluation;
correspondingly, the play effect evaluation submodule is specifically configured to:
and respectively determining the playing effect of the advertisement to be played in each playing region according to the playing region, the corresponding relation between the playing region and the response evaluation, the scores of all the stored advertisements to be played, the first playing time and the interactive playing times.
24. The interactive advertisement rating system of claim 13, further comprising:
and the playing plan making module is used for making a distribution strategy of the advertisement to be played according to the interactive response and/or the playing effect.
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