CN112446728A - Advertisement recall method, device, equipment and storage medium - Google Patents
Advertisement recall method, device, equipment and storage medium Download PDFInfo
- Publication number
- CN112446728A CN112446728A CN201910831957.3A CN201910831957A CN112446728A CN 112446728 A CN112446728 A CN 112446728A CN 201910831957 A CN201910831957 A CN 201910831957A CN 112446728 A CN112446728 A CN 112446728A
- Authority
- CN
- China
- Prior art keywords
- video
- advertisement
- query
- recommendation
- historical
- Prior art date
- Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
- Granted
Links
- 238000000034 method Methods 0.000 title claims abstract description 59
- 230000015654 memory Effects 0.000 claims description 19
- 238000012216 screening Methods 0.000 claims description 15
- 238000001914 filtration Methods 0.000 claims description 7
- 239000000126 substance Substances 0.000 claims description 2
- 230000008859 change Effects 0.000 abstract description 8
- 238000006243 chemical reaction Methods 0.000 abstract description 8
- 238000004590 computer program Methods 0.000 description 8
- 238000004891 communication Methods 0.000 description 7
- 230000006870 function Effects 0.000 description 5
- 238000010586 diagram Methods 0.000 description 4
- 101100409308 Neurospora crassa (strain ATCC 24698 / 74-OR23-1A / CBS 708.71 / DSM 1257 / FGSC 987) adv-1 gene Proteins 0.000 description 3
- 238000012986 modification Methods 0.000 description 3
- 230000004048 modification Effects 0.000 description 3
- 230000008901 benefit Effects 0.000 description 2
- 238000004364 calculation method Methods 0.000 description 2
- 230000001413 cellular effect Effects 0.000 description 2
- 230000000694 effects Effects 0.000 description 2
- 230000003993 interaction Effects 0.000 description 2
- 239000004973 liquid crystal related substance Substances 0.000 description 2
- 238000005259 measurement Methods 0.000 description 2
- 230000008569 process Effects 0.000 description 2
- 238000012545 processing Methods 0.000 description 2
- 238000010276 construction Methods 0.000 description 1
- 238000013461 design Methods 0.000 description 1
- 238000011161 development Methods 0.000 description 1
- 230000018109 developmental process Effects 0.000 description 1
- 238000005516 engineering process Methods 0.000 description 1
- 238000000605 extraction Methods 0.000 description 1
- 238000007667 floating Methods 0.000 description 1
- 230000006872 improvement Effects 0.000 description 1
- 238000010295 mobile communication Methods 0.000 description 1
- 230000036651 mood Effects 0.000 description 1
- 230000003287 optical effect Effects 0.000 description 1
- 230000001151 other effect Effects 0.000 description 1
- 238000009877 rendering Methods 0.000 description 1
- 230000011218 segmentation Effects 0.000 description 1
- 230000001953 sensory effect Effects 0.000 description 1
- 239000007787 solid Substances 0.000 description 1
- 238000006467 substitution reaction Methods 0.000 description 1
- 239000013598 vector Substances 0.000 description 1
- 230000000007 visual effect Effects 0.000 description 1
Images
Classifications
-
- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0242—Determining effectiveness of advertisements
-
- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06F—ELECTRIC DIGITAL DATA PROCESSING
- G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
- G06F16/90—Details of database functions independent of the retrieved data types
- G06F16/95—Retrieval from the web
- G06F16/953—Querying, e.g. by the use of web search engines
- G06F16/9535—Search customisation based on user profiles and personalisation
-
- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
- G06Q30/0267—Wireless devices
-
- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
- G06Q30/0269—Targeted advertisements based on user profile or attribute
Abstract
The application discloses an advertisement recall method, an advertisement recall device, advertisement recall equipment and a storage medium, and relates to the technical field of video advertisement recall. The specific implementation scheme is as follows: receiving a triggering instruction of the terminal equipment to the video, and acquiring video description information of the video according to the triggering instruction; acquiring a recommendation query word according to the video description information and the historical advertisement recall data; acquiring a target advertisement related to the video from an advertisement library according to the recommendation query language; and sending the target advertisement to the terminal equipment so as to display the target advertisement at the preset position of the video displayed by the terminal equipment. According to the method and the device, more video-related recommendation query words can be obtained, and compared with advertisement triggering based on video titles, more advertisements can be recalled, so that the advertisement filling rate is improved; because the recommendation query words are richer and can describe the video more accurately relative to the video titles, the advertisements which are differentiated and can stimulate the interest of the user can be recalled based on the recommendation query words, the click rate and the conversion rate of the advertisements are improved, and the overall video flow rate change efficiency is improved.
Description
Technical Field
The application relates to the technical field of computers, in particular to the technical field of video advertisement recall.
Background
With the development of internet technology, more and more advertisements are delivered and distributed through the network. In the prior art, advertisements are usually placed in a predetermined area of a video list page and a video detail page displayed on a screen of an electronic device such as a mobile phone and a computer.
In the prior art, a video title is generally used as a query intention (query) of a user to request an advertisement from an advertisement library, an advertisement is recalled, and a target advertisement returned by the advertisement library is received and displayed in a predetermined area for the user.
Because most of video titles are long and sometimes contain some special characters, the recalled advertisements are limited, and the overall advertisement filling rate is low; meanwhile, more potential interests and intentions of the user cannot be stimulated, so that the click rate of the advertisement is low, the conversion rate of the advertisement is not high, and the video traffic rendering capability is insufficient.
Disclosure of Invention
The application provides an advertisement recalling method, device, equipment and storage medium, so that advertisements can be recalled more accurately, and the advertisement filling rate, the advertisement click rate and the advertisement conversion rate are improved.
A first aspect of the present application provides an advertisement recall method, including:
receiving a triggering instruction of a terminal device to a video, and acquiring video description information of the video according to the triggering instruction;
acquiring a recommendation query according to the video description information and historical advertisement recall data;
acquiring a target advertisement related to the video from an advertisement library according to the recommendation query language;
and sending the target advertisement to the terminal equipment so as to display the target advertisement at a preset position of the video displayed by the terminal equipment.
By the method, more video-related recommendation query words can be obtained, and compared with the method of triggering advertisements based on video titles, more advertisements can be recalled, so that the advertisement filling rate is remarkably improved; and because the recommendation query words are richer and can describe the video more accurately relative to the video titles, the advertisements which are differentiated and can stimulate the interest of the user can be recalled based on the recommendation query words, so that the advertisement click rate and the advertisement conversion rate are improved, and the overall video traffic change efficiency is obviously improved.
Further, the video description information includes a video title and/or a video tag.
Further, if the video description information includes a video title, before the obtaining of the recommendation query language, the method further includes:
and segmenting the video title, extracting key words in the video title, and taking the key words as the video description information.
Optionally, the obtaining a recommendation query according to the video description information and the historical advertisement recall data includes:
according to historical advertisement recall data, querying historical target advertisements which are recalled according to the same video description information;
acquiring a first history query word of the history target advertisement which is successfully recalled according to history advertisement recall data;
and acquiring the recommended query language according to the first historical query language.
By the method, more recommendation query words related to the video description words of the current video can be acquired.
Optionally, the obtaining a recommendation query according to the video description information and the historical advertisement recall data includes:
obtaining similarity of the video description information and each second historical query in a set of query, wherein the set of query is a set of second historical query meeting a predetermined commercial value requirement, obtained from the historical advertisement recall data;
and acquiring the recommendation query according to the second historical query with the similarity higher than the first preset threshold.
By the method, the query words with high commercial value can be acquired for advertisement recall by combining the video description information and the historical advertisement recall data, the uniform click price (ACP) of the advertisement can be improved, and the overall video flow rate change efficiency is remarkably improved.
Further, after the obtaining of the recommended query language, the method further includes:
and filtering and/or screening the recommendation query.
Further, the screening of the recommended query includes:
obtaining a business value score of each recommendation query;
and screening at least one recommendation query from the recommendation query according to the commercial value score to serve as the recommendation query finally used for advertisement recall.
By screening the recommendation query words with high commercial value, the uniform click price (ACP) of the advertisement can be further improved, and the whole video flow showing efficiency is obviously improved.
A second aspect of the present application provides an advertisement recall apparatus, comprising:
the acquisition module is used for receiving a trigger instruction of the terminal equipment to the video and acquiring the video description information of the video according to the trigger instruction;
the recommendation module is used for acquiring a recommendation query according to the video description information and the historical advertisement recall data;
the recall module is used for acquiring a target advertisement related to the video from an advertisement library according to the recommendation query language and recalling the target advertisement;
and the sending module is used for sending the target advertisement to the terminal equipment so as to display the target advertisement at the preset position of the video displayed by the terminal equipment.
A third aspect of the present application provides an electronic device, comprising:
at least one processor; and
a memory communicatively coupled to the at least one processor; wherein the content of the first and second substances,
the memory stores instructions executable by the at least one processor to enable the at least one processor to perform the method of the first aspect.
A fourth aspect of the present application provides a non-transitory computer readable storage medium having stored thereon computer instructions for causing the computer to perform the method of the first aspect.
A fifth aspect of the application provides a computer program comprising program code for performing the method according to the first aspect when the computer program is run by a computer.
A sixth aspect of the present application provides an advertisement recall method, including:
acquiring query words related to videos;
obtaining a target advertisement related to the video from an advertisement library according to the query language for recalling;
and sending the target advertisement to a terminal device so as to display the target advertisement on the terminal device.
One embodiment in the above application has the following advantages or benefits: receiving a triggering instruction of a terminal device to a video, and acquiring video description information of the video according to the triggering instruction; acquiring a recommendation query according to the video description information and historical advertisement recall data; acquiring a target advertisement related to the video from an advertisement library according to the recommendation query language; and sending the target advertisement to the terminal equipment so as to display the target advertisement at a preset position of the video displayed by the terminal equipment. According to the method and the device, more video-related recommendation query words can be obtained, and compared with the method that advertisement triggering is carried out only on the basis of video titles, more advertisements can be recalled, and the advertisement filling rate is remarkably improved; and because the recommendation query words are richer and can describe the video more accurately relative to the video titles, the advertisements which are differentiated and can stimulate the interest of the user can be recalled based on the recommendation query words, so that the advertisement click rate and the advertisement conversion rate are improved, and the overall video traffic change efficiency is obviously improved.
Other effects of the above-described alternative will be described below with reference to specific embodiments.
Drawings
The drawings are included to provide a better understanding of the present solution and are not intended to limit the present application. Wherein:
fig. 1 is a schematic diagram of a communication system provided by an embodiment of the present application;
FIG. 2 is a flow chart of an advertisement recall method provided by an embodiment of the present application;
FIG. 3 is a schematic diagram of an interface of a terminal device for displaying a targeted advertisement according to an embodiment of the present application;
FIG. 4 is a flow chart of an advertisement recall method provided by another embodiment of the present application;
FIG. 5 is a schematic illustration of obtaining a recommended query provided in accordance with FIG. 4;
FIG. 6 is a flow chart of an advertisement recall method provided by another embodiment of the present application;
FIG. 7 is a schematic illustration of obtaining a recommended query provided in accordance with FIG. 6;
FIG. 8 is a schematic view of an advertisement recall device according to another embodiment of the present application;
fig. 9 is a block diagram of an electronic device of an advertisement recall method according to an embodiment of the present application.
Detailed Description
The following description of the exemplary embodiments of the present application, taken in conjunction with the accompanying drawings, includes various details of the embodiments of the application for the understanding of the same, which are to be considered exemplary only. Accordingly, those of ordinary skill in the art will recognize that various changes and modifications of the embodiments described herein can be made without departing from the scope and spirit of the present application. Also, descriptions of well-known functions and constructions are omitted in the following description for clarity and conciseness.
The advertisement recall method provided by the embodiment of the present application is applied to a communication system shown in fig. 1, where the communication system includes a terminal device 10, a server 11 and an advertisement library server 12, where the terminal device 10 includes various forms of computers, such as a laptop computer, a desktop computer, a workbench, a personal digital assistant, etc., and may also include various forms of mobile devices, such as a cellular phone, a smart phone, a wearable device, etc.; the server 11 may be a single network server, a server group composed of a plurality of network servers, or a cloud server composed of a large number of computers or network servers based on cloud computing; the advertisement library server 12 may also be a single server, or a server group composed of a plurality of servers, or a cloud server composed of a large number of computers or network servers based on cloud computing, and furthermore, the advertisement library server 12 may also be integrated in the server 11. In the embodiment of the application, a user can trigger a certain video on the terminal device 10, then a trigger instruction for the video is sent to the server 11, the server 11 can send a recommendation query word to the advertisement library server 12, the advertisement library server 12 obtains a target advertisement according to the recommendation query word and sends the target advertisement to the server 11, then the server 11 sends the target advertisement to the terminal device 10, and the terminal device 10 can display the received target advertisement at a preset position of the video.
An embodiment of the present application provides an advertisement recall method, and fig. 2 is a flowchart of an advertisement recall method provided in an embodiment of the present invention. The advertisement recall method execution subject may be a server, as shown in fig. 2, and the advertisement recall method specifically includes the following steps:
s101, receiving a trigger instruction of a terminal device to a video, and acquiring video description information of the video according to the trigger instruction.
In this embodiment, a user may trigger a certain video on the terminal device, for example, trigger operations such as searching for a video, clicking to play, pausing to play, and the like, and the terminal device may send a trigger instruction for the video to the server, so that the server obtains video description information of the video according to the trigger instruction for the video. The video description information may specifically include a video title and/or a video tag. Wherein the video title and/or video tag may be obtained from video information edited by a video provider, which may include but is not limited to the video title and/or video tag, and may also include a video brief, etc. The video tags may specifically include video content information, video material, category, and the like. The server can obtain the video description information from the terminal device, and can also obtain the video description information from other ways such as a video library.
In an optional embodiment, if the video description information includes a video title, the video title may be further segmented, and a keyword therein is extracted, and the keyword is used as the video description information. In this embodiment, since the video titles are usually longer and may include some special characters, and may also include some non-key words, such as mood words, etc., in this embodiment, by performing word segmentation and keyword extraction on the video titles and using the keywords as new video description information, the recommended query language can be obtained more accurately and more abundantly, the number of advertisement recalls can be increased, and the filling rate of the whole advertisement can be increased.
And S102, acquiring a recommendation query according to the video description information and the historical advertisement recall data.
In this embodiment, since the advertisement recall effect of the video description information directly serving as the query is not ideal, a recommendation query (query) can be obtained according to the video description information and the historical advertisement recall data, the recommendation query is a query related to the video description information, the query is expanded through the historical advertisement recall data, and then the advertisement recall is performed by using the expanded query, so that the advertisement recall effect can be optimized.
S103, obtaining the target advertisement related to the video from an advertisement library according to the recommendation query language.
In this embodiment, an advertisement may be requested from the advertisement library according to the recommended query, and a target advertisement related to the recommended query may be obtained, so as to implement advertisement recall.
S104, sending the target advertisement to the terminal equipment so as to display the target advertisement at a preset position of the video displayed by the terminal equipment.
In this embodiment, the recalled target advertisement may be sent to the terminal device, and displayed at a preset position of a video displayed by the terminal device. Specifically, the target advertisement may be displayed in a video detail page, as shown in the terminal device interface of fig. 3, the target advertisement is displayed below the video, or the target advertisement may also be displayed in the video in the form of a tile advertisement (such as a front, middle, and rear tile advertisement), or displayed in a preset position in the form of a pause advertisement, a floating layer advertisement, and the specific display position and display form are not described herein again.
In the advertisement recall method provided by this embodiment, a trigger instruction of a terminal device for a video is received, and video description information of the video is acquired according to the trigger instruction; acquiring a recommendation query according to the video description information and historical advertisement recall data; acquiring a target advertisement related to the video from an advertisement library according to the recommendation query language; and sending the target advertisement to the terminal equipment so as to display the target advertisement at a preset position of the video displayed by the terminal equipment. In the embodiment, more video-related recommendation query words can be obtained, and compared with the method of triggering advertisements based on video titles, more advertisements can be recalled, so that the advertisement filling rate is remarkably improved; and because the recommendation query words are richer and can describe the video more accurately relative to the video titles, the advertisements which are differentiated and can stimulate the interest of the user can be recalled based on the recommendation query words, so that the advertisement click rate and the advertisement conversion rate are improved, and the overall video traffic change efficiency is obviously improved.
In an alternative embodiment, as shown in fig. 4, the obtaining of the recommendation query according to the video description information and the historical advertisement recall data in the foregoing embodiment S102 includes:
s201, according to historical advertisement recall data, querying historical target advertisements which are recalled according to the same video description information;
s202, acquiring a first history query word of the history target advertisement which is successfully recalled according to history advertisement recall data;
s203, obtaining the recommendation query according to the first historical query.
In this embodiment, a recommendation query is obtained by means of co-occurrence, for example, as shown in fig. 5, the video descriptor of the current video is term1, and in the historical advertisement recall data, there is a record that an advertisement is recalled with the same video descriptor term1 as the query, for example, term1 has recalled advertisement adv1 and advertisement adv2 … …, while for advertisement adv1, there may be other query terms query1 that has succeeded in recalling advertisement adv1 besides term1, and for advertisement adv2, there may be other query terms query2 and query3 that have succeeded in recalling advertisement adv2 … … besides term1, so that the first historical query terms query1, query2 and query3 … … can be used as extensions of the current video query, that is, as the recommendation query. By the method, more recommendation query words related to the video description words of the current video can be acquired.
In another alternative embodiment, as shown in fig. 6, the obtaining of the recommendation query according to the video description information and the historical advertisement recall data in the foregoing embodiment S102 includes:
s301, obtaining the similarity between the video description information and each second historical query in the query set;
wherein the set of query terms is a set of second historical query terms that satisfy a predetermined commercial value requirement, obtained from the historical advertisement recall data;
s302, obtaining the recommendation query according to the second historical query with the similarity higher than the first preset threshold.
In this embodiment, the query term set may be obtained in advance according to the historical advertisement recall data, and the second historical query term in the query term set may be a historical query term that meets a predetermined commercial value requirement, where the predetermined commercial value requirement, for example, requires that the second historical query term has a higher commercial value, such as a click through rate higher than a preset click through rate, or measures the commercial value of the second historical query term by other means.
Further, as shown in fig. 7, in this embodiment, the similarity between the video description information and each second historical query in the query set may be calculated, that is, the similarity between the video description information term2 and the second historical query in the query set, i.e., the similarity between the video description information term 4, the query5, the query6, and the query … … may be calculated separately, and the similarity may specifically be cosine similarity of word vectors, and the specific similarity calculation process may adopt an existing calculation method, which is not described herein again. After the similarity between the video description information and each second historical query is obtained, the similarities can be ranked, and one or more second historical queries with higher similarities are selected as the recommendation query. In the embodiment, the video description information and the historical advertisement recall data can be combined to obtain the query words with high commercial value for advertisement recall, so that the uniform click price (ACP) of the advertisement can be improved, and the whole video flow rate change efficiency is obviously improved.
It should be noted that, for the two optional embodiments, in the embodiment of the present application, at least one optional embodiment may be selected according to a requirement to obtain a recommended query, and when two optional embodiments are simultaneously selected, the recommended query obtained by the two embodiments may be merged to be used as the recommended query.
On the basis of any of the above embodiments, after obtaining the recommendation query, the method may further include:
and filtering and/or screening the recommendation query.
In this embodiment, the recommended query may be filtered to remove some sensitive query, such as terrorist-related and yellow-related query; in addition, the recommended query words can be screened, and one or more of the recommended query words with higher commercial value can be selected as the final query words for advertisement recalling.
Further, the screening of the recommended query language specifically includes:
obtaining a business value score of each recommendation query; and screening at least one recommendation query from the recommendation query according to the commercial value score to serve as the recommendation query finally used for advertisement recall.
In this embodiment, as for the business value of the recommended query, parameters such as click rate and frequency may be used for measurement, or a plurality of parameters are used for comprehensive measurement, and finally a business value score is obtained for screening the recommended query. In the embodiment, by screening the recommendation query words with high commercial value, the uniform click price (ACP) of the advertisement can be further improved, and the whole video flow showing efficiency is obviously improved.
Fig. 8 is a structural view of an advertisement recall device according to an embodiment of the present invention. As shown in fig. 8, the advertisement recalling apparatus 400 specifically includes: an acquisition module 401, a recommendation module 402, a recall module 403, and a sending module 404.
An obtaining module 401, configured to receive a video triggering instruction from a terminal device, and obtain video description information of a video according to the triggering instruction;
a recommending module 402, configured to obtain a recommendation query according to the video description information and the historical advertisement recall data;
a recall module 403, configured to obtain, from an advertisement library, a target advertisement related to the video according to the recommended query language, and recall the target advertisement;
a sending module 404, configured to send the target advertisement to the terminal device, so as to display the target advertisement at a preset position of the video displayed by the terminal device.
On the basis of the above embodiment, the video description information includes a video title and/or a video tag.
On the basis of any of the above embodiments, if the video description information includes a video title, the obtaining module 401 is further configured to:
and segmenting the video title, extracting key words in the video title, and taking the key words as the video description information.
On the basis of any of the above embodiments, the recommending module 402 is configured to:
according to historical advertisement recall data, querying historical target advertisements which are recalled according to the same video description information;
acquiring a first history query word of the history target advertisement which is successfully recalled according to history advertisement recall data;
and acquiring the recommended query language according to the first historical query language.
On the basis of any of the above embodiments, the recommending module 402 is configured to:
obtaining similarity of the video description information and each second historical query in a set of query, wherein the set of query is a set of second historical query meeting a predetermined commercial value requirement, obtained from the historical advertisement recall data;
and acquiring the recommendation query according to the second historical query with the similarity higher than the first preset threshold.
On the basis of any of the above embodiments, the recommending module 402 is further configured to:
and after the recommended query words are obtained, filtering and/or screening the recommended query words.
On the basis of any of the above embodiments, when the recommending module 402 filters the recommending query, the recommending module is configured to:
obtaining a business value score of each recommendation query;
and screening at least one recommendation query from the recommendation query according to the commercial value score to serve as the recommendation query finally used for advertisement recall.
On the basis of any of the above embodiments, the recall module 403 is further configured to:
and displaying the recalled target advertisement at a preset position of the video.
The advertisement recall apparatus provided in this embodiment may be specifically configured to execute the method embodiments provided in fig. 2, 4, and 6, and specific functions are not described herein again.
The advertisement recall device provided by this embodiment acquires video description information of a video according to a trigger instruction by receiving the trigger instruction of a terminal device to the video; acquiring a recommendation query according to the video description information and historical advertisement recall data; acquiring a target advertisement related to the video from an advertisement library according to the recommendation query language; and sending the target advertisement to the terminal equipment so as to display the target advertisement at a preset position of the video displayed by the terminal equipment. In the embodiment, more video-related recommendation query words can be obtained, and compared with the method of triggering advertisements based on video titles, more advertisements can be recalled, so that the advertisement filling rate is remarkably improved; and because the recommendation query words are richer and can describe the video more accurately relative to the video titles, the advertisements which are differentiated and can stimulate the interest of the user can be recalled based on the recommendation query words, so that the advertisement click rate and the advertisement conversion rate are improved, and the overall video traffic change efficiency is obviously improved.
According to an embodiment of the present application, an electronic device and a readable storage medium are also provided.
Fig. 9 is a block diagram of an electronic device according to an advertisement recall method of an embodiment of the present application. Electronic devices are intended to represent various forms of digital computers, such as laptops, desktops, workstations, personal digital assistants, servers, blade servers, mainframes, and other appropriate computers. The electronic device may also represent various forms of mobile devices, such as personal digital processing, cellular phones, smart phones, wearable devices, and other similar computing devices. The components shown herein, their connections and relationships, and their functions, are meant to be examples only, and are not meant to limit implementations of the present application that are described and/or claimed herein.
As shown in fig. 9, the electronic apparatus includes: one or more processors 501, memory 502, and interfaces for connecting the various components, including high-speed interfaces and low-speed interfaces. The various components are interconnected using different buses and may be mounted on a common motherboard or in other manners as desired. The processor may process instructions for execution within the electronic device, including instructions stored in or on the memory to display graphical information of a GUI on an external input/output apparatus (such as a display device coupled to the interface). In other embodiments, multiple processors and/or multiple buses may be used, along with multiple memories and multiple memories, as desired. Also, multiple electronic devices may be connected, with each device providing portions of the necessary operations (e.g., as a server array, a group of blade servers, or a multi-processor system). Fig. 9 illustrates an example of one processor 501.
The memory 502 may include a storage program area and a storage data area, wherein the storage program area may store an operating system, an application program required for at least one function; the storage data area may store data created from use of the electronic device for advertisement recall, and the like. Further, the memory 502 may include high speed random access memory, and may also include non-transitory memory, such as at least one magnetic disk storage device, flash memory device, or other non-transitory solid state storage device. In some embodiments, memory 502 optionally includes memory located remotely from processor 501, which may be connected to an advertisement recall electronic device via a network. Examples of such networks include, but are not limited to, the internet, intranets, local area networks, mobile communication networks, and combinations thereof.
The electronic device of the advertisement recall method may further include: an input device 503 and an output device 504. The processor 501, the memory 502, the input device 503 and the output device 504 may be connected by a bus or other means, and fig. 5 illustrates the connection by a bus as an example.
The input device 503 may receive input numeric or character information and generate key signal inputs related to user settings and function control of the electronic apparatus for advertisement recall, such as an input device such as a touch screen, a keypad, a mouse, a track pad, a touch pad, a pointer, one or more mouse buttons, a track ball, a joystick, or the like. The output devices 504 may include a display device, auxiliary lighting devices (e.g., LEDs), and haptic feedback devices (e.g., vibrating motors), among others. The display device may include, but is not limited to, a Liquid Crystal Display (LCD), a Light Emitting Diode (LED) display, and a plasma display. In some implementations, the display device can be a touch screen.
Various implementations of the systems and techniques described here can be realized in digital electronic circuitry, integrated circuitry, application specific ASICs (application specific integrated circuits), computer hardware, firmware, software, and/or combinations thereof. These various embodiments may include: implemented in one or more computer programs that are executable and/or interpretable on a programmable system including at least one programmable processor, which may be special or general purpose, receiving data and instructions from, and transmitting data and instructions to, a storage system, at least one input device, and at least one output device.
These computer programs (also known as programs, software applications, or code) include machine instructions for a programmable processor, and may be implemented using high-level procedural and/or object-oriented programming languages, and/or assembly/machine languages. As used herein, the terms "machine-readable medium" and "computer-readable medium" refer to any computer program product, apparatus, and/or device (e.g., magnetic discs, optical disks, memory, Programmable Logic Devices (PLDs)) used to provide machine instructions and/or data to a programmable processor, including a machine-readable medium that receives machine instructions as a machine-readable signal. The term "machine-readable signal" refers to any signal used to provide machine instructions and/or data to a programmable processor.
To provide for interaction with a user, the systems and techniques described here can be implemented on a computer having: a display device (e.g., a CRT (cathode ray tube) or LCD (liquid crystal display) monitor) for displaying information to a user; and a keyboard and a pointing device (e.g., a mouse or a trackball) by which a user can provide input to the computer. Other kinds of devices may also be used to provide for interaction with a user; for example, feedback provided to the user can be any form of sensory feedback (e.g., visual feedback, auditory feedback, or tactile feedback); and input from the user may be received in any form, including acoustic, speech, or tactile input.
The systems and techniques described here can be implemented in a computing system that includes a back-end component (e.g., as a data server), or that includes a middleware component (e.g., an application server), or that includes a front-end component (e.g., a user computer having a graphical user interface or a web browser through which a user can interact with an implementation of the systems and techniques described here), or any combination of such back-end, middleware, or front-end components. The components of the system can be interconnected by any form or medium of digital data communication (e.g., a communication network). Examples of communication networks include: local Area Networks (LANs), Wide Area Networks (WANs), and the Internet.
The computer system may include clients and servers. A client and server are generally remote from each other and typically interact through a communication network. The relationship of client and server arises by virtue of computer programs running on the respective computers and having a client-server relationship to each other.
According to the technical scheme of the embodiment of the application, video description information is acquired; acquiring a recommendation query word according to the video description information and the historical advertisement recall data; and acquiring the target advertisement related to the video from an advertisement library according to the recommendation query language for recalling. In the embodiment, more video-related recommendation query words can be obtained, and compared with the method of triggering advertisements based on video titles, more advertisements can be recalled, so that the advertisement filling rate is remarkably improved; and because the recommendation query words are richer and can describe the video more accurately relative to the video titles, the advertisements which are differentiated and can stimulate the interest of the user can be recalled based on the recommendation query words, so that the advertisement click rate and the advertisement conversion rate are improved, and the overall video traffic change efficiency is obviously improved.
The present application also provides a computer program comprising program code for performing the advertisement recall method according to the above embodiments when the computer program is run by a computer.
It should be understood that various forms of the flows shown above may be used, with steps reordered, added, or deleted. For example, the steps described in the present application may be executed in parallel, sequentially, or in different orders, and the present invention is not limited thereto as long as the desired results of the technical solutions disclosed in the present application can be achieved.
The above-described embodiments should not be construed as limiting the scope of the present application. It should be understood by those skilled in the art that various modifications, combinations, sub-combinations and substitutions may be made in accordance with design requirements and other factors. Any modification, equivalent replacement, and improvement made within the spirit and principle of the present application shall be included in the protection scope of the present application.
Claims (17)
1. An advertisement recall method, comprising:
receiving a triggering instruction of a terminal device to a video, and acquiring video description information of the video according to the triggering instruction;
acquiring a recommendation query according to the video description information and historical advertisement recall data;
acquiring a target advertisement related to the video from an advertisement library according to the recommendation query language;
and sending the target advertisement to the terminal equipment so as to display the target advertisement at a preset position of the video displayed by the terminal equipment.
2. The method of claim 1, wherein the video description information comprises a video title and/or a video tag.
3. The method of claim 2, wherein if the video description information includes a video title, before the obtaining the recommendation query, further comprising:
and segmenting the video title, extracting key words in the video title, and taking the key words as the video description information.
4. The method of claim 2, wherein the obtaining a recommendation query based on the video description information and the historical advertisement recall data comprises:
according to historical advertisement recall data, querying historical target advertisements which are recalled according to the same video description information;
acquiring a first history query word of the history target advertisement which is successfully recalled according to history advertisement recall data;
and acquiring the recommended query language according to the first historical query language.
5. The method of claim 2, wherein the obtaining a recommendation query based on the video description information and the historical advertisement recall data comprises:
obtaining similarity of the video description information and each second historical query in a set of query, wherein the set of query is a set of second historical query meeting a predetermined commercial value requirement, obtained from the historical advertisement recall data;
and acquiring the recommendation query according to the second historical query with the similarity higher than the first preset threshold.
6. The method according to any one of claims 2-5, wherein after obtaining the recommended query language, the method further comprises:
and filtering and/or screening the recommendation query.
7. The method of claim 6, wherein filtering the recommended query comprises:
obtaining a business value score of each recommendation query;
and screening at least one recommendation query from the recommendation query according to the commercial value score to serve as the recommendation query finally used for advertisement recall.
8. An advertisement recall apparatus, comprising:
the acquisition module is used for receiving a trigger instruction of the terminal equipment to the video and acquiring the video description information of the video according to the trigger instruction;
the recommendation module is used for acquiring a recommendation query according to the video description information and the historical advertisement recall data;
the recall module is used for acquiring the target advertisement related to the video from an advertisement library according to the recommendation query language;
and the sending module is used for sending the target advertisement to the terminal equipment so as to display the target advertisement at the preset position of the video displayed by the terminal equipment.
9. The apparatus of claim 8, wherein the video description information comprises a video title and/or a video tag.
10. The apparatus of claim 9, wherein if the video description information comprises a video title, the obtaining module is further configured to:
and segmenting the video title, extracting key words in the video title, and taking the key words as the video description information.
11. The apparatus of claim 9, wherein the recommendation module is configured to:
according to historical advertisement recall data, querying historical target advertisements which are recalled according to the same video description information;
acquiring a first history query word of the history target advertisement which is successfully recalled according to history advertisement recall data;
and acquiring the recommended query language according to the first historical query language.
12. The apparatus of claim 9, wherein the recommendation module is configured to:
obtaining similarity of the video description information and each second historical query in a set of query, wherein the set of query is a set of second historical query meeting a predetermined commercial value requirement, obtained from the historical advertisement recall data;
and acquiring the recommendation query according to the second historical query with the similarity higher than the first preset threshold.
13. The apparatus of any of claims 9-12, wherein the recommendation module is further configured to:
and after the recommended query words are obtained, filtering and/or screening the recommended query words.
14. The apparatus of claim 13, wherein the recommending module, when filtering the recommendation query, is configured to:
obtaining a business value score of each recommendation query;
and screening at least one recommendation query from the recommendation query according to the commercial value score to serve as the recommendation query finally used for advertisement recall.
15. An electronic device, comprising:
at least one processor; and
a memory communicatively coupled to the at least one processor; wherein the content of the first and second substances,
the memory stores instructions executable by the at least one processor to enable the at least one processor to perform the method of any one of claims 1-7.
16. A non-transitory computer readable storage medium having stored thereon computer instructions for causing the computer to perform the method of any one of claims 1-7.
17. An advertisement recall method, comprising:
acquiring query words related to videos;
acquiring a target advertisement related to the video from an advertisement library according to the query language;
and sending the target advertisement to a terminal device so as to display the target advertisement on the terminal device.
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN201910831957.3A CN112446728B (en) | 2019-09-04 | 2019-09-04 | Advertisement recall method, device, equipment and storage medium |
Applications Claiming Priority (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN201910831957.3A CN112446728B (en) | 2019-09-04 | 2019-09-04 | Advertisement recall method, device, equipment and storage medium |
Publications (2)
| Publication Number | Publication Date |
|---|---|
| CN112446728A true CN112446728A (en) | 2021-03-05 |
| CN112446728B CN112446728B (en) | 2024-04-12 |
Family
ID=74734857
Family Applications (1)
| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| CN201910831957.3A Active CN112446728B (en) | 2019-09-04 | 2019-09-04 | Advertisement recall method, device, equipment and storage medium |
Country Status (1)
| Country | Link |
|---|---|
| CN (1) | CN112446728B (en) |
Citations (8)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| US20080320512A1 (en) * | 2007-06-22 | 2008-12-25 | Inskin Media Ltd. | Systems and methods for providing interactive advertisements through media player skin |
| US20150186938A1 (en) * | 2013-12-31 | 2015-07-02 | Microsoft Corporation | Search service advertisement selection |
| CN105227975A (en) * | 2015-09-29 | 2016-01-06 | 北京奇艺世纪科技有限公司 | Advertisement placement method and device |
| CN105808685A (en) * | 2016-03-02 | 2016-07-27 | 腾讯科技（深圳）有限公司 | Promotion information pushing method and device |
| CN106547908A (en) * | 2016-11-25 | 2017-03-29 | 三星电子（中国）研发中心 | A kind of information-pushing method and system |
| CN108288171A (en) * | 2017-12-13 | 2018-07-17 | 努比亚技术有限公司 | Advertisement insertion, server and computer readable storage medium |
| CN108932253A (en) * | 2017-05-25 | 2018-12-04 | 合网络技术（北京）有限公司 | Multimedia search result methods of exhibiting and device |
| CN109543102A (en) * | 2018-11-12 | 2019-03-29 | 百度在线网络技术（北京）有限公司 | Information recommendation method, device and storage medium based on video playing |
-
2019
- 2019-09-04 CN CN201910831957.3A patent/CN112446728B/en active Active
Patent Citations (8)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| US20080320512A1 (en) * | 2007-06-22 | 2008-12-25 | Inskin Media Ltd. | Systems and methods for providing interactive advertisements through media player skin |
| US20150186938A1 (en) * | 2013-12-31 | 2015-07-02 | Microsoft Corporation | Search service advertisement selection |
| CN105227975A (en) * | 2015-09-29 | 2016-01-06 | 北京奇艺世纪科技有限公司 | Advertisement placement method and device |
| CN105808685A (en) * | 2016-03-02 | 2016-07-27 | 腾讯科技（深圳）有限公司 | Promotion information pushing method and device |
| CN106547908A (en) * | 2016-11-25 | 2017-03-29 | 三星电子（中国）研发中心 | A kind of information-pushing method and system |
| CN108932253A (en) * | 2017-05-25 | 2018-12-04 | 合网络技术（北京）有限公司 | Multimedia search result methods of exhibiting and device |
| CN108288171A (en) * | 2017-12-13 | 2018-07-17 | 努比亚技术有限公司 | Advertisement insertion, server and computer readable storage medium |
| CN109543102A (en) * | 2018-11-12 | 2019-03-29 | 百度在线网络技术（北京）有限公司 | Information recommendation method, device and storage medium based on video playing |
Also Published As
| Publication number | Publication date |
|---|---|
| CN112446728B (en) | 2024-04-12 |
Similar Documents
| Publication | Publication Date | Title |
|---|---|---|
| CN112650907A (en) | Search word recommendation method, target model training method, device and equipment | |
| CN111104514A (en) | Method and device for training document label model | |
| CN111800493A (en) | Information content pushing method and device, electronic equipment and storage medium | |
| CN111460285A (en) | Information processing method, device, electronic equipment and storage medium | |
| CN111506803A (en) | Content recommendation method and device, electronic equipment and storage medium | |
| CN107609192A (en) | The supplement searching method and device of a kind of search engine | |
| CN111737501A (en) | Content recommendation method and device, electronic equipment and storage medium | |
| CN111563198B (en) | Material recall method, device, equipment and storage medium | |
| US11256722B2 (en) | Techniques for modeling aggregation records | |
| CN111246305A (en) | Video preview method, device, equipment and storage medium | |
| CN111125176A (en) | Service data searching method and device, electronic equipment and storage medium | |
| CN111310044A (en) | Method, device, equipment and storage medium for extracting page element information | |
| CN111177479A (en) | Method and device for acquiring feature vectors of nodes in relational network graph | |
| CN111581366B (en) | User intention determining method, device, electronic equipment and readable storage medium | |
| CN112446728B (en) | Advertisement recall method, device, equipment and storage medium | |
| EP3842961A2 (en) | Method and apparatus for mining tag, device, storage medium and computer program product | |
| CN111767444B (en) | Page feature construction method, device, equipment and storage medium | |
| CN110580322B (en) | Independent visitor information processing method and device, electronic equipment and storage medium | |
| CN113220982A (en) | Advertisement searching method, device, electronic equipment and medium | |
| CN110889020B (en) | Site resource mining method and device and electronic equipment | |
| CN112800319A (en) | Information searching method, device, equipment and medium | |
| CN111080369B (en) | Advertisement information display method, device, equipment and readable storage medium | |
| CN112445983A (en) | Search result processing method, device and equipment and computer readable storage medium | |
| CN112559867A (en) | Business content output method, device, equipment, storage medium and program product | |
| CN111506787A (en) | Webpage updating method and device, electronic equipment and computer-readable storage medium |
Legal Events
| Date | Code | Title | Description |
|---|---|---|---|
| PB01 | Publication | ||
| PB01 | Publication | ||
| SE01 | Entry into force of request for substantive examination | ||
| SE01 | Entry into force of request for substantive examination | ||
| GR01 | Patent grant |