CN113766254B - Live broadcast delivery method, device, equipment and storage medium - Google Patents
Live broadcast delivery method, device, equipment and storage medium Download PDFInfo
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- CN113766254B CN113766254B CN202110008488.2A CN202110008488A CN113766254B CN 113766254 B CN113766254 B CN 113766254B CN 202110008488 A CN202110008488 A CN 202110008488A CN 113766254 B CN113766254 B CN 113766254B
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- 238000002716 delivery method Methods 0.000 title claims abstract description 24
- 238000003860 storage Methods 0.000 title claims abstract description 20
- 230000000694 effects Effects 0.000 claims abstract description 165
- 230000003993 interaction Effects 0.000 claims abstract description 88
- 238000012384 transportation and delivery Methods 0.000 claims abstract description 80
- 230000002452 interceptive effect Effects 0.000 claims abstract description 66
- 230000004044 response Effects 0.000 claims abstract description 48
- 230000007115 recruitment Effects 0.000 claims abstract description 46
- 238000000034 method Methods 0.000 claims abstract description 45
- 238000012795 verification Methods 0.000 claims abstract description 23
- 238000012550 audit Methods 0.000 claims description 13
- 238000012797 qualification Methods 0.000 claims description 13
- 230000009471 action Effects 0.000 claims description 5
- 238000004590 computer program Methods 0.000 claims description 5
- 238000007726 management method Methods 0.000 claims description 5
- 238000012423 maintenance Methods 0.000 claims description 3
- 238000010586 diagram Methods 0.000 description 7
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Classifications
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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]
- H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
- H04N21/21—Server components or server architectures
- H04N21/218—Source of audio or video content, e.g. local disk arrays
- H04N21/2187—Live feed
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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]
- H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
- H04N21/23—Processing of content or additional data; Elementary server operations; Server middleware
- H04N21/239—Interfacing the upstream path of the transmission network, e.g. prioritizing client content requests
- H04N21/2393—Interfacing the upstream path of the transmission network, e.g. prioritizing client content requests involving handling client requests
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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
- H04N21/478—Supplemental services, e.g. displaying phone caller identification, shopping application
- H04N21/4788—Supplemental services, e.g. displaying phone caller identification, shopping application communicating with other users, e.g. chatting
Abstract
The embodiment of the application discloses a live broadcast delivery method, a device, equipment and a storage medium, wherein the method comprises the following steps: receiving a live broadcast request sent by a live broadcast interaction platform, wherein the live broadcast request at least comprises or indicates an activity theme of the live broadcast activity; determining a candidate interaction entity set of the live broadcast activity according to the activity theme; transmitting a live broadcast delivery request to each interactive entity in the candidate interactive entity set, and determining the interactive entity transmitting the live broadcast delivery response as a target interactive entity; determining a candidate anchor set for the live broadcast event according to the event topic; sending an anchor recruitment request to each of the anchors in the candidate anchor set, and determining the anchor sending the anchor recruitment response as a target anchor; auditing each target interaction entity and each target anchor; and matching the target interaction entity after the verification is passed with the target anchor after the verification is passed, and completing the live broadcast activity.
Description
Technical Field
The embodiment of the application relates to the field of Internet, and relates to a live broadcast delivery method, a live broadcast delivery device, live broadcast delivery equipment and a storage medium.
Background
The existing live broadcast delivery method is to adopt and sell to help merchants to recruit the anchor or the merchants to recruit the anchor by themselves, and the commodities of a plurality of merchants are directly broadcast in the same live broadcast room. In this way, the number of merchants that can be covered by the acquisition and marketing is limited, the operation cost is high, and the scale is difficult to form. Therefore, now live broadcast is mainly live broadcast by a single merchant shop, and staff of the merchant directly live broadcast. The existing live advertisement mode mainly comprises that merchants conduct advertisement delivery on respective live rooms. Because the product line is single, the live advertisement is difficult to link with the movable advertisement, and the effect of the live advertisement is not ideal.
Disclosure of Invention
In view of the above, the embodiments of the present application provide a live broadcast delivery method, apparatus, device, and storage medium.
The technical scheme of the embodiment of the application is realized as follows:
in a first aspect, an embodiment of the present application provides a live broadcast delivery method, including: the advertisement platform receives a live broadcast request sent by a live broadcast interaction platform, wherein the live broadcast request at least comprises or indicates an activity theme of the live broadcast activity; responding to the live broadcast request, and determining a candidate interaction entity set of the live broadcast activity according to the activity theme, wherein the candidate interaction entity set at least comprises two interaction entities; transmitting a live broadcast delivery request to each interactive entity in the candidate interactive entity set, receiving a live broadcast delivery response transmitted by the interactive entity in the candidate interactive entity set, and determining the interactive entity transmitting the live broadcast delivery response as a target interactive entity; determining a candidate anchor set for the live broadcast activity according to the activity topic, wherein the candidate anchor set at least comprises one candidate anchor; sending an anchor recruitment request to each anchor in the candidate anchor set, receiving anchor recruitment responses sent by the anchors in the candidate anchor set, and determining the anchor sending the anchor recruitment responses as a target anchor; auditing each target interaction entity and each target anchor; and matching the target interaction entity after the verification is passed with the target anchor after the verification is passed, and completing the live broadcast activity.
In a second aspect, an embodiment of the present application provides a live broadcast delivery apparatus, including: the receiving module is used for receiving a live broadcast request sent by the live broadcast interaction platform by the advertisement platform, wherein the live broadcast request at least comprises or indicates an activity theme of the live broadcast activity; the first determining module is used for responding to the live broadcast request, determining a candidate interaction entity set of the live broadcast activity according to the activity theme, wherein the candidate interaction entity set at least comprises two interaction entities; the second determining module is used for sending a live broadcast putting request to each interactive entity in the candidate interactive entity set, receiving a live broadcast putting response sent by the interactive entity in the candidate interactive entity set, and determining the interactive entity sending the live broadcast putting response as a target interactive entity; a third determining module, configured to determine a candidate anchor set for the live broadcast event according to the event topic, where the candidate anchor set includes at least one candidate anchor; a fourth determining module, configured to send an anchor recruitment request to each anchor in the candidate anchor set, receive an anchor recruitment response sent by the anchor in the candidate anchor set, and determine an anchor sending the anchor recruitment response as a target anchor; the auditing module is used for auditing each target interaction entity and each target anchor; and the matching module is used for matching the target interaction entity after the verification is passed with the target anchor after the verification is passed, so as to complete the live broadcast activity.
In a third aspect, an embodiment of the present application provides a computer device, including a memory and a processor, where the memory stores a computer program that can be run on the processor, and the processor implements the live delivery method of the above method when executing the program.
In a fourth aspect, an embodiment of the present application provides a computer storage medium storing executable instructions for causing a processor to execute a live delivery method according to the present application.
The embodiment of the application provides a live broadcast delivery method, a live broadcast delivery device, live broadcast activity operators firstly issue live broadcast activity topics to interactive entities on a platform, the interactive entities responding to live broadcast activities are determined to be target interactive entities, then a recruitment request is sent to candidate anchors according to the live broadcast activity topics, the anchors responding to the recruitment request are determined to be target anchors, and finally the target interactive entities and the target anchors are checked and matched to complete live broadcast activities. Thus, the method for creating the combined live broadcast activities on line is provided, a plurality of interactive entities are associated with the anchor on line, an on-line channel for communicating the interactive entities with the anchor is provided, the budget mixing of the interactive entities is realized, and the effect of jointly recruiting the anchor for the combined live broadcast is achieved.
Drawings
Fig. 1 is a schematic implementation flow chart of a live broadcast delivery method provided by an embodiment of the present application;
fig. 2 is a schematic implementation flow chart of a live broadcast delivery method according to an embodiment of the present application;
fig. 3 is a schematic implementation flow chart of a live broadcast delivery method according to an embodiment of the present application;
fig. 4A is a schematic implementation flow diagram of a live broadcast delivery method according to an embodiment of the present application;
fig. 4B is a schematic implementation flow chart of an integrated method for casting according to an embodiment of the present application;
fig. 5 is a schematic diagram of a composition structure of a live broadcast delivery apparatus according to an embodiment of the present application;
fig. 6 is a schematic diagram of a hardware entity of a computer device according to an embodiment of the present application.
Detailed Description
The technical solutions in the embodiments of the present application will be clearly and completely described below with reference to the accompanying drawings in the embodiments of the present application.
It should be understood that the embodiments described herein are merely for explaining the technical solution of the present application, and are not intended to limit the technical scope of the present application.
The embodiment of the application provides a live broadcast delivery method, which is applied to an advertisement platform, as shown in fig. 1, and comprises the following steps:
step S101, receiving a live broadcast request sent by a live broadcast interaction platform, wherein the live broadcast request at least comprises or indicates an activity theme of the live broadcast activity;
The live interaction platform can be a platform which is constructed by a live activity operator and used for interaction between a user and a merchant. Here, the live campaign operator may be an operation or a proxy, that is, the live campaign operator may be a third party other than the merchant and the anchor participating in the live. The interactive entity may be a merchant participating in a live campaign. The live broadcast activity operator sends out a request of multi-merchant joint live broadcast through the platform, namely, the live broadcast activity operator sends out an activity name of the multi-merchant joint live broadcast through the platform, the name can be related to the content and the mode of live broadcast, and therefore the purpose that merchants possibly participating in the live broadcast activity can be screened out or references for whether the merchants are to participate in the live broadcast activity or not can be provided through the name of the live broadcast activity.
Step S102, responding to the live broadcast request, and determining a candidate interaction entity set of the live broadcast activity according to the activity theme, wherein the candidate interaction entity set at least comprises two interaction entities;
the interaction entity is taken as an example of a merchant, and here, because the activity theme comprises live content or live broadcast manner, a candidate merchant set which may refer to an activity can be primarily screened according to the activity theme. The candidate merchant needs to select at least two merchants related to the campaign topic.
Step S103, a live broadcast delivery request is sent to each interactive entity in the candidate interactive entity set, a live broadcast delivery response sent by the interactive entity in the candidate interactive entity set is received, and the interactive entity sending the live broadcast delivery response is determined to be a target interactive entity;
the interactive entity is exemplified by merchants, and after each merchant in the candidate merchant set receives a live broadcast delivery request, merchants willing to see live broadcast activities can respond, wherein the responding merchant is determined as a target merchant.
Step S104, determining a candidate anchor set for the live broadcast according to the activity topic, wherein the candidate anchor set at least comprises one candidate anchor;
the activity theme comprises live content or live mode, and the advertisement platform preliminarily determines a candidate anchor set suitable for live according to the activity theme.
Step S105, an anchor recruitment request is sent to each anchor in the candidate anchor set, anchor recruitment responses sent by the anchors in the candidate anchor set are received, and anchors sending the anchor recruitment responses are determined to be target anchors;
if the anchor in the candidate anchor set is willing to see live broadcast, an anchor recruitment response message can be sent to the advertising platform in response to the anchor recruitment request. The advertising platform determines the anchor that sent the anchor recruitment response message as the targeted anchor.
S106, auditing each target interaction entity and each target anchor;
here, each target merchant and each target anchor who registers for participation in the campaign need to be reviewed, and merchant audit content may include merchant qualification, merchant budget, etc. The anchor audit content may include anchor qualification, anchor budget, etc.
And step S107, matching the target interaction entity after the verification is passed with the target anchor after the verification is passed, and completing the live broadcast activity.
In one embodiment, the advertising platform may be different from or the same as the live interaction platform. The advertisement platform can be realized on the live broadcast interaction platform, becomes a part of the live broadcast interaction platform, and can also be mutually independent with the live broadcast interaction platform. When the target interaction entity and the target anchor are independent of each other, the advertisement platform sends the relevant information of the target interaction entity and the target anchor after the examination and the examination pass to the live broadcast interaction platform, and then live broadcast activities are completed on the live broadcast interaction platform.
In the embodiment of the application, the interactive platform is a live broadcast activity operator, the interactive entity is a merchant, the live broadcast activity operator firstly issues a live broadcast activity theme to the merchant on the platform, the merchant responding to the live broadcast activity is determined as a target merchant, then a recruitment request is sent to a candidate anchor according to the live broadcast activity theme, the anchor responding to the recruitment request is determined as a target anchor, and finally the target merchant and the target anchor are checked and matched to complete the live broadcast activity. Thus, the method for establishing the joint multi-merchant live broadcast activity on line is provided, a plurality of merchants are associated with the anchor on line, an on-line channel for the merchants to communicate with the anchor is provided, the budget mixing of the plurality of merchants is realized, and the effect of joint live broadcast by the anchor is recruited together.
The embodiment of the application provides a live broadcast delivery method, which is applied to an advertisement platform and comprises the following steps:
step S111, receiving a live broadcast request sent by a live broadcast interaction platform by an advertisement platform, wherein the live broadcast request at least comprises or indicates an activity theme of the live broadcast activity;
step S112, responding to the live broadcast request, and determining a candidate interaction entity set of the live broadcast activity according to the activity theme, wherein the candidate interaction entity set at least comprises two interaction entities with different categories of interaction objects and related categories;
here, the interactive object may be a commodity that the merchant is to participate in a live event. When the advertising platform determines candidate merchants, at least two merchants related to the campaign topic need to be selected, and categories may be different, but need to be related to the live campaign topic, for example: the infant products can be sold in live activities, infant milk powder can be selected, and infant clothes or infant tableware and the like can be selected.
Step S113, transmitting activity basic information and activity release information to each interaction entity in the candidate interaction entity set; the activity basic information comprises an activity name, an activity requirement, an activity type, a cost per action, a real-time bidding budget, a commission proportion, a live channel and audit management, and the activity delivery information comprises an activity link and a delivery channel proportion; receiving a live broadcast delivery response sent by the interaction entity in the candidate interaction entity set, and determining the interaction entity sending the live broadcast delivery response as a target interaction entity;
The interactive entity takes a merchant as an example, and the merchant selects whether to see the live broadcast event according to the received event name, event requirement, event type, cost per action, real-time bidding budget, commission proportion, live broadcast channel and audit management information, and event link and put channel proportion. If the merchant needs to engage in a live campaign, a live impression response is made, such as: uploading a stock quantity unit participating in the activity, wherein the stock quantity unit passing the verification finally participates in the activity; the commission proportion is set in the activity content to a range, and the merchant can set in the commission proportion range of the activity when setting the commission proportion.
Step S114, determining a candidate anchor set for the live broadcast according to the activity topic, wherein the candidate anchor set at least comprises one candidate anchor;
step S115, a host recruitment request is sent to each host in the candidate host set, a host recruitment response sent by the host in the candidate host set is received, and the host sending the host recruitment response is determined to be a target host;
if the anchor in the candidate anchor set is willing to see live broadcast, an anchor recruitment response message can be sent to the advertising platform in response to the anchor recruitment request. The advertising platform determines the anchor that sent the anchor recruitment response message as the targeted anchor.
S116, auditing qualification, budget and belonged category of each target interaction entity; auditing the qualification and budget of each target anchor;
the interaction entity takes a merchant as an example, and here, each target merchant and each target anchor registering to participate in the activity need to be audited, and the audit content of the merchant can include merchant qualification, merchant budget, belonging category and the like. The anchor audit content may include anchor qualification, anchor budget, etc.
And step S117, matching the target interaction entity after the verification is passed with the target anchor after the verification is passed, and completing the live broadcast activity.
According to the embodiment of the application, the interaction platform is a live broadcast activity operator, the interaction entity is a merchant, the candidate merchant needs to select at least two merchants related to the activity theme, and the categories can be different but are related to the live broadcast activity main body, so that the effect of effectively improving the sales volume of live broadcast commodities can be achieved because the consumer watching live broadcast purchases the required commodities according to the relevance. And sending the activity basic information and the activity release information to the merchant, so that the merchant can select a proper live broadcast activity according to own requirements. And auditing qualification, budget and belonging category of each target merchant, auditing qualification and budget of each target anchor, and efficiently selecting proper merchants and anchors to see live broadcast activities.
Fig. 2 is a schematic implementation flow chart of a live broadcast delivery method provided by an embodiment of the present application, which is applied to an advertisement platform, as shown in fig. 2, and the method includes:
step S201, receiving a live broadcast request sent by a live broadcast interaction platform, wherein the live broadcast request at least comprises or indicates an activity theme of the live broadcast activity;
step S202, responding to the live broadcast request, and determining a candidate interaction entity set of the live broadcast activity according to the activity theme, wherein the candidate interaction entity set at least comprises two interaction entities;
step 203, a live broadcast delivery request is sent to each interactive entity in the candidate interactive entity set, a live broadcast delivery response sent by the interactive entity in the candidate interactive entity set is received, and the interactive entity sending the live broadcast delivery response is determined as a target interactive entity;
step S204, determining a candidate anchor set for the live broadcast according to the activity topic, wherein the candidate anchor set at least comprises one candidate anchor;
step S205, an anchor recruitment request is sent to each anchor in the candidate anchor set, an anchor recruitment response sent by the anchor in the candidate anchor set is received, and the anchor sending the anchor recruitment response is determined to be a target anchor;
S206, auditing each target interaction entity and each target anchor;
step S207, matching the target interaction entity after the verification is passed with the target anchor after the verification is passed;
step S208, determining live broadcast schedule time according to the time of the target anchor and/or the time of the target interaction entity;
the interactive entity takes a merchant as an example, where the target merchant and the target anchor can negotiate a live schedule time on the platform that is approved by both parties. Here, the live schedule time may include a preheating time before live, a live start time, a live play time, and a playback time after live.
And step S209, adopting live broadcasting room links or live broadcasting room IDs to carry out advertisement delivery in the live broadcasting scheduling time so as to complete the live broadcasting activities.
The live room ID is a field that uniquely identifies this activity, typically a string of arabic numerals. The put advertisement is a landing page which takes the living broadcast room as the advertisement put, namely, the user directly enters the living broadcast room by clicking the drainage chart. Here, support proxy production campaign landing pages for ad drainage: one way is to use the living broadcast room as a landing page for advertisement delivery, and the other way is to use the agent to make an active landing page for the merchant, and to deliver the advertisement on the active landing page, namely, the user enters the active landing page by clicking the drainage chart.
In the embodiment of the application, the interactive platform is a live broadcast activity operator, the interactive entity is a merchant, and after the target anchor and the target merchant determine live broadcast scheduling time, the live broadcast scheduling time adopts live broadcast room link or live broadcast room ID to carry out advertisement delivery so as to complete the live broadcast activity. Thus, the platform is provided to facilitate the determination of live schedule time between the target anchor and the target merchant.
Fig. 3 is a schematic implementation flow chart of a live broadcast delivery method provided by an embodiment of the present application, which is applied to an advertisement platform, as shown in fig. 3, and the method includes:
step S301, receiving a live broadcast request sent by a live broadcast interaction platform, wherein the live broadcast request at least comprises or indicates an activity theme of the live broadcast activity;
step S302, responding to the live broadcast request, and determining a candidate interaction entity set of the live broadcast activity according to the activity theme, wherein the candidate interaction entity set at least comprises two interaction entities;
step S303, a live broadcast delivery request is sent to each interactive entity in the candidate interactive entity set, a live broadcast delivery response sent by the interactive entity in the candidate interactive entity set is received, and the interactive entity sending the live broadcast delivery response is determined to be a target interactive entity;
Step S304, determining a candidate anchor set for the live broadcast according to the activity topic, wherein the candidate anchor set at least comprises one candidate anchor;
step S305, a host recruitment request is sent to each host in the candidate host set, a host recruitment response sent by the host in the candidate host set is received, and the host sending the host recruitment response is determined to be a target host;
step S306, auditing each target interaction entity and each target anchor;
step S307, matching the target interaction entity after the verification is passed with the target anchor after the verification is passed;
step S308, determining live broadcast schedule time according to the time of the target anchor and/or the time of the target interaction entity;
step S309, determining a live broadcast state according to the live broadcast scheduling time;
step S310, adopting a fixed page to carry out advertisement delivery and create a live program under the condition that the live state is before live broadcast or live broadcast forecast, so as to achieve the aim of live broadcast preheating;
creating a live schedule is similar to creating a live schedule for a display, and the schedule refers to materials advertised in the display. Before live broadcast or in the live broadcast forecast stage, the placed advertisement landing page is a page customized for live broadcast, and live broadcast time or live broadcast content forecast and the like can be shown in the page.
Step S311, under the condition that the live broadcast state is live broadcast, adopting a live broadcast room link to carry out advertisement delivery and create a live broadcast plan;
here, the system supports advertising promotion in a live broadcasting room or advertising promotion in a movable page combined by a plurality of merchants while live broadcasting.
Step S312, in the case that the live broadcast state is after live broadcast, advertisement delivery is carried out and a live broadcast plan is created by adopting video after broadcast;
the video after broadcasting can be a live broadcasting segment of a certain stock keeping unit (stock keeping unit, SKU) found in live broadcasting according to data analysis or a video playback after live broadcasting, and the segment video is used as a landing page for advertising, namely, a user enters the video through clicking a drainage chart to watch the video. The live video serves as a material for advertisement delivery, for example: and after the live broadcasting is carried out for 2 hours, the preferential effect of the commodity in the live broadcasting room is continued after 2 hours, and then the advertisement is put in the live broadcasting room.
Step 313, acquiring the live broadcast data, wherein the data comprises active dimension data and interactive entity dimension data;
here, the live data may be presented in the form of a live advertisement documentary logical documentary. If the stock keeping unit in the living broadcast room is placed by the user, the order can be used as a direct order of the advertisement, and the logic for measuring the effect of the advertisement order is provided. The merchant pays the advertising cost, needs to see the advertising effect, and can see information such as the display, clicking, order and the like of the advertisement through the merchandize logic.
Step S314, the activity maintenance data is sent to the live broadcast activity operator;
the advertisement platform judges the account types participating in the activity, and if the account types are operators, the advertisement platform supports to view the data of the activity dimension.
Step 315, the dimension data of the interactive entity is sent to the target interactive entity.
If the account number type is a merchant, supporting splitting the data according to the identification of the merchant, and respectively sending the data to the merchant corresponding to the data.
In the embodiment of the application, the interactive platform is a live broadcast activity operator, the interactive entity is a merchant, and after live broadcast is successfully established, the live broadcast and the live broadcast respectively support advertisement promotion in a live broadcast room or advertisement promotion in a combined activity page of a plurality of merchants. The live broadcast and advertisement putting are integrated, the live broadcast advertisement and the live broadcast advertisement are linked, and the advertisement putting effect of a merchant is created. The target merchant pays the live charge, and can visually display sales volume effects of live broadcast by watching information such as advertisement display, clicking, order and the like through the follow-up logic.
The current advertisement delivery system supports a single merchant to deliver advertisements, the merchant can select to deliver different types of advertisements in an advertisement delivery platform, and the platform provides channels and products for the merchant to deliver advertisements inside and outside the station.
The application builds a platform/system (name: joint live broadcast) for the joint recruitment of a plurality of merchants to conduct live broadcast, realizes the integration of live broadcast and advertisement delivery, links active advertisement and live broadcast advertisement, and creates the effect of advertisement delivery of the merchants.
The embodiment of the application provides a live broadcast delivery method, referring to a live broadcast delivery schematic diagram shown in fig. 4A, comprising the following steps:
step S401, publishing a live broadcast recruitment activity;
the operator or agent creates a recruitment live campaign, determines the campaign time and content, and uploads detailed recruitment schemes.
Step S402, acquiring registration information;
each merchant uploads the inventory units participating in the activity by itself, and the inventory units passing the verification finally participate in the activity; the commission proportion is in the activity content, a range can be set, and the merchant is in the activity commission proportion range when setting. The participating merchants communicate with the operation confirmation in the early stage, or register to participate in the activity and complete the basic information auditing.
Step S403, auditing according to the live broadcast activity and the registration information to determine the merchant participating in the activity;
The auditing content comprises the quantity of merchants (the quantity of the merchants is in a reasonable range), the qualification of the merchants (the merchant must be provided with a Beijing pick account), the budget of the merchants (whether the budget is reasonable and feasible, and the like), the category of the merchants (the category rationality of the operation control live broadcast activity), and the operation/agency can conduct overall control and auditing on the activity.
Step S404, activity information generation;
here, the activity information includes content including activity basic information, activity delivery information, and the like. The activity basic information includes activity name, activity requirement, activity type, cost Per Action (CPA) and real-time bidding (Real Time Bidding, RTB) budget, pay Per sales (CPS) commission proportion, live channel, audit management, etc.; the campaign delivery information includes campaign links, delivery channel proportions, etc.
Step S405, recruiting a host;
the recruitment may be referred to as a live anchor based on the campaign information.
Step S406, matching the merchant participating in the activity with the anchor, and determining a target anchor;
after the registration of the anchor, the operation or agent can determine the anchor of the live broadcast according to the system flow or the recruitment requirement.
And step S407, advertisement delivery is carried out according to the anchor and the live broadcast content.
And simultaneously carrying out live broadcasting in-place advertisement and moving advertisement.
Step S408, acquiring live broadcast data.
And transmitting the active dimension data in the live broadcast data to an operation, and transmitting the merchant dimension data in the live broadcast data to a corresponding merchant.
The embodiment of the application provides a method for online creation of joint multi-merchant live broadcast activities, which links a plurality of merchants with a host, provides online channels for communication between the merchants and the host, and realizes the effects of multi-merchant budget mixing and joint live broadcast by jointly recruiting the host. The recruitment and advertisement delivery of the anchor are integrated, a joint live broadcast activity is supported to be created in the platform, a plurality of merchants are linked with the anchor under the activity, an online channel for the merchants to communicate with the anchor is provided, and after the live broadcast is successfully established, advertisement promotion in a live broadcast room or advertisement promotion in a movable page combining the merchants is supported.
The embodiment of the application provides a method for integrating multi-merchant casting, which refers to a schematic diagram shown in fig. 4B and comprises the following steps:
step S411, after determining the anchor and the schedule time, introducing more traffic to the live broadcast room, and supporting advertisement delivery through live broadcast room links or live broadcast room IDs.
Step S412, the live broadcast state can be judged according to the live broadcast room link and the live broadcast room ID; if the live state is before live broadcast or live broadcast forecast, the fixed page is supported to be put in, and the aim of live broadcast preheating is achieved; if the live state is live, supporting advertisement delivery to a live room, and creating a live program; and if the live broadcast state is live broadcast, supporting to put in the video after the live broadcast, and creating a live broadcast plan.
In all three live broadcast states, creation of a live broadcast plan is supported. The live advertisements are played on each product line, and the related live data and order data can be obtained according to the live advertisement follow-up list logic follow-up list.
Step S413, judging the account types participating in the activity, and supporting to view the data of the activity dimension if the account types are operators or agents; if the account number type is a merchant, the data is supported to be split into merchant dimensions according to the angle of the merchant.
Step S414, supporting different roles or account types, viewing the data of live advertisements, and viewing the data conditions related to live advertisements and orders.
According to the embodiment of the application, after the live broadcast is successfully built, before the live broadcast, the live broadcast and after the live broadcast respectively correspond to the movable pages supporting advertisement promotion in the live broadcast room or the combination of a plurality of merchants. The live broadcast and advertisement putting are integrated, the live broadcast advertisement and the live broadcast advertisement are linked, and the advertisement putting effect of a merchant is created.
Based on the foregoing embodiment, the embodiment of the present application provides a live broadcast delivery apparatus, where the apparatus includes each module included, and may be implemented by a processor in a computer device; of course, the method can also be realized by a specific logic circuit; in an implementation, the processor may be a Central Processing Unit (CPU), a Microprocessor (MPU), a Digital Signal Processor (DSP), a Field Programmable Gate Array (FPGA), or the like.
Fig. 5 is a schematic structural diagram of a live delivery apparatus provided by an embodiment of the present application, as shown in fig. 5, the apparatus 500 includes a receiving module 501, a first determining module 502, a second determining module 503, a third determining module 504, a fourth determining module 505, an auditing module 506, and a matching module 507, where:
the receiving module 501 is configured to receive, by using the advertisement platform, a live broadcast request sent by the live broadcast interaction platform, where the live broadcast request at least includes or indicates an activity theme of the live broadcast activity;
a first determining module 502, configured to determine, in response to the live broadcast request, a candidate interaction entity set of the live broadcast activity according to the activity theme, where the candidate interaction entity set includes at least two interaction entities;
a second determining module 503, configured to send a live broadcast delivery request to each of the interactive entities in the candidate interactive entity set, receive a live broadcast delivery response sent by the interactive entity in the candidate interactive entity set, and determine an interactive entity sending the live broadcast delivery response as a target interactive entity;
A third determining module 504, configured to determine a candidate anchor set for the live event according to the event topic, where the candidate anchor set includes at least one candidate anchor;
a fourth determining module 505, configured to send an anchor recruitment request to each anchor in the candidate anchor set, receive anchor recruitment responses sent by the anchors in the candidate anchor set, and determine an anchor sending the anchor recruitment responses as a target anchor;
an auditing module 506, configured to audit each of the target interaction entities and each of the target anchor;
and the matching module 507 is used for matching the target interaction entity after the verification is passed with the target anchor after the verification is passed, so as to complete the live broadcast activity.
Based on the foregoing embodiment, the candidate interaction entity set includes at least two interaction entities, where the interaction entities in the candidate interaction entity set are interaction entities with different types of interaction objects and related types of interaction objects; the live delivery request includes campaign basis information and campaign delivery information. The second determining module 503 is further configured to send the activity basic information and the activity delivery information to each of the interaction entities in the candidate interaction entity set; the activity basic information comprises an activity name, an activity requirement, an activity type, a cost per action, a real-time bidding budget, a commission proportion, a live channel and audit management, the activity delivery information comprises an activity link and a delivery channel proportion, a live delivery response sent by the interaction entity in the candidate interaction entity set is received, and an interaction entity sending the live delivery response is determined to be a target interaction entity.
Based on the foregoing embodiment, the auditing module 506 includes a first auditing module and a second auditing module, where the first auditing module is configured to audit the qualification, budget, and belonging category of each of the target interactive entities; and the second verification sub-module is used for verifying the qualification and budget of each target anchor.
Based on the foregoing embodiment, the live broadcast delivery apparatus further includes a fifth determining module and a delivery module, where the fifth determining module is configured to determine, after the target interactive entity that passes the audit and the target anchor that passes the audit are matched, a live broadcast scheduling time according to a time of the target anchor and/or a time of the target interactive entity; and the delivery module is used for delivering advertisements by adopting live broadcast room links or live broadcast room IDs in the live broadcast scheduling time so as to complete the live broadcast activities.
Based on the foregoing embodiment, the delivery module includes a determining submodule, a first delivery and creation submodule, a second delivery and creation submodule, and a third delivery and creation submodule, where the determining submodule is configured to determine a live broadcast state according to the live broadcast scheduling time; the first delivering and creating sub-module is used for delivering advertisements and creating a live program by adopting a fixed page under the condition that the live state is before live broadcast or live broadcast forecast so as to achieve the aim of live broadcast preheating; the second delivering and creating sub-module is used for delivering advertisements and creating a live program by adopting a live room link under the condition that the live state is live; and the third putting and creating sub-module is used for putting advertisements and creating a live program by adopting the video after broadcasting under the condition that the live state is after live broadcasting.
Based on the foregoing embodiment, the live broadcast delivery apparatus further includes an acquisition module, a first sending module, and a second sending module, where the acquisition module is configured to acquire the live broadcast data, where the data includes active dimension data and interactive entity dimension data; the first sending module is used for sending the activity maintenance data to the live broadcast interaction platform; and the second sending module is used for sending the dimension data of the interaction entity to the target interaction entity.
The description of the apparatus embodiments above is similar to that of the method embodiments above, with similar advantageous effects as the method embodiments. For technical details not disclosed in the embodiments of the apparatus of the present application, please refer to the description of the embodiments of the method of the present application.
It should be noted that, in the embodiment of the present application, if the live delivery method is implemented in the form of a software functional module, and sold or used as an independent product, the live delivery method may also be stored in a computer readable storage medium. Based on such understanding, the technical solution of the embodiments of the present application may be embodied essentially or in a part contributing to the related art in the form of a software product stored in a storage medium, including several instructions for causing an electronic device (which may be a mobile phone, a tablet computer, a notebook computer, a desktop computer, etc.) to perform all or part of the methods described in the embodiments of the present application. And the aforementioned storage medium includes: a U-disk, a removable hard disk, a Read Only Memory (ROM), a magnetic disk, an optical disk, or other various media capable of storing program codes. Thus, embodiments of the application are not limited to any specific combination of hardware and software.
Correspondingly, an embodiment of the present application provides a computer readable storage medium, on which a computer program is stored, which computer program, when being executed by a processor, implements the steps of the live delivery method provided in the above embodiment.
Correspondingly, an embodiment of the present application provides a computer device, and fig. 6 is a schematic diagram of a hardware entity of the computer device according to the embodiment of the present application, as shown in fig. 6, the hardware entity of the device 600 includes: comprising a memory 601 and a processor 602, said memory 601 storing a computer program executable on the processor 602, said processor 602 implementing the steps of the live delivery method provided in the above embodiments when said program is executed.
The memory 601 is configured to store instructions and applications executable by the processor 602, and may also cache data (e.g., image data, audio data, voice communication data, and video communication data) to be processed or processed by the respective modules in the processor 602 and the computer device 600, and may be implemented by a FLASH memory (FLASH) or a random access memory (Random Access Memory, RAM).
It should be noted here that: the description of the storage medium and apparatus embodiments above is similar to that of the method embodiments described above, with similar benefits as the method embodiments. For technical details not disclosed in the embodiments of the storage medium and the apparatus of the present application, please refer to the description of the method embodiments of the present application.
It should be appreciated that reference throughout this specification to "one embodiment" or "an embodiment" means that a particular feature, structure or characteristic described in connection with the embodiment is included in at least one embodiment of the present application. Thus, the appearances of the phrases "in one embodiment" or "in an embodiment" in various places throughout this specification are not necessarily all referring to the same embodiment. Furthermore, the particular features, structures, or characteristics may be combined in any suitable manner in one or more embodiments. It should be understood that, in various embodiments of the present application, the sequence numbers of the foregoing processes do not mean the order of execution, and the order of execution of the processes should be determined by the functions and internal logic thereof, and should not constitute any limitation on the implementation process of the embodiments of the present application. The foregoing embodiment numbers of the present application are merely for the purpose of description, and do not represent the advantages or disadvantages of the embodiments.
It should be noted that, in this document, 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 one … …" does not exclude the presence of other like elements in a process, method, article, or apparatus that comprises the element.
In the several embodiments provided by the present application, it should be understood that the disclosed apparatus and method may be implemented in other ways. The above described device embodiments are only illustrative, e.g. the division of the units is only one logical function division, and there may be other divisions in practice, such as: multiple units or components may be combined or may be integrated into another system, or some features may be omitted, or not performed. In addition, the various components shown or discussed may be coupled or directly coupled or communicatively coupled to each other via some interface, whether indirectly coupled or communicatively coupled to devices or units, whether electrically, mechanically, or otherwise.
The units described above as separate components may or may not be physically separate, and components shown as units may or may not be physical units; can be located in one place or distributed to a plurality of network units; some or all of the units may be selected according to actual needs to achieve the purpose of the solution of this embodiment.
In addition, each functional unit in each embodiment of the present application may be integrated in one processing unit, or each unit may be separately used as one unit, or two or more units may be integrated in one unit; the integrated units may be implemented in hardware or in hardware plus software functional units.
Those of ordinary skill in the art will appreciate that: all or part of the steps for implementing the above method embodiments may be implemented by hardware related to program instructions, and the foregoing program may be stored in a computer readable storage medium, where the program, when executed, performs steps including the above method embodiments; and the aforementioned storage medium includes: a mobile storage device, a Read Only Memory (ROM), a magnetic disk or an optical disk, or the like, which can store program codes.
Alternatively, the above-described integrated units of the present application may be stored in a computer-readable storage medium if implemented in the form of software functional modules and sold or used as separate products. Based on such understanding, the technical solution of the embodiments of the present application may be embodied essentially or in a part contributing to the related art in the form of a software product stored in a storage medium, including several instructions for causing a computer device (which may be a mobile phone, a tablet computer, a notebook computer, a desktop computer, etc.) to perform all or part of the methods described in the embodiments of the present application. And the aforementioned storage medium includes: various media capable of storing program codes, such as a removable storage device, a ROM, a magnetic disk, or an optical disk.
The methods disclosed in the method embodiments provided by the application can be arbitrarily combined under the condition of no conflict to obtain a new method embodiment.
The features disclosed in the several product embodiments provided by the application can be combined arbitrarily under the condition of no conflict to obtain new product embodiments.
The features disclosed in the embodiments of the method or the apparatus provided by the application can be arbitrarily combined without conflict to obtain new embodiments of the method or the apparatus.
The foregoing is merely an embodiment of the present application, but the scope of the present application is not limited thereto, and any person skilled in the art can easily think about changes or substitutions within the technical scope of the present application, and the changes and substitutions are intended to be covered by the scope of the present application. Therefore, the protection scope of the present application shall be subject to the protection scope of the claims.
Claims (10)
1. A live delivery method, the method comprising:
receiving a live broadcast request sent by a live broadcast interaction platform, wherein the live broadcast request at least comprises or indicates an activity theme of a live broadcast activity;
responding to the live broadcast request, and determining a candidate merchant set of the live broadcast event according to the event theme, wherein the candidate merchant set at least comprises two merchants;
Transmitting a live broadcast delivery request to each merchant in the candidate merchant set, receiving a live broadcast delivery response transmitted by the merchant in the candidate merchant set, and determining the merchant transmitting the live broadcast delivery response as a target merchant;
determining a candidate anchor set for the live broadcast activity according to the activity topic, wherein the candidate anchor set at least comprises one candidate anchor;
sending an anchor recruitment request to each anchor in the candidate anchor set, receiving anchor recruitment responses sent by the anchors in the candidate anchor set, and determining the anchor sending the anchor recruitment responses as a target anchor;
auditing each target merchant and each target anchor;
and matching the target merchant after the verification is passed with the target anchor after the verification is passed, and completing the live broadcast activity.
2. The method of claim 1, wherein at least two merchants are included in the candidate merchant set, wherein the merchants in the candidate merchant set are of different categories of interactive objects and the categories are related merchants.
3. The method of claim 1, wherein the live delivery request includes campaign basis information and campaign delivery information;
The sending a live impression request to each of the merchants in the candidate merchant set includes:
sending the campaign basis information and the campaign delivery information to each of the merchants in the set of candidate merchants; the activity basic information comprises an activity name, an activity requirement, an activity type, a cost per action, a real-time bidding budget, a commission proportion, a live channel and audit management, and the activity delivery information comprises an activity link and a delivery channel proportion.
4. The method of claim 1, wherein said auditing each of said target merchant and each of said target anchor comprises:
checking qualification, budget and belonging category of each target merchant;
and auditing the qualification and budget of each target anchor.
5. The method of any one of claims 1 to 4, wherein after the matching of the approved target merchant with the approved target anchor, the method further comprises:
determining live schedule time according to the time of the target anchor and/or the time of the target merchant;
and advertisement delivery is carried out by adopting live broadcasting room links or live broadcasting room IDs in the live broadcasting scheduling time so as to complete the live broadcasting activities.
6. The method of claim 5, wherein the advertising with a live room link or a live room ID during the live schedule time to complete the live campaign comprises:
determining a live broadcast state according to the live broadcast scheduling time;
under the condition that the live broadcast state is before live broadcast or live broadcast forecast, adopting a fixed page to carry out advertisement delivery and create a live broadcast plan so as to achieve the aim of live broadcast preheating;
under the condition that the live broadcast state is live broadcast, adopting a live broadcast room link to carry out advertisement delivery and create a live broadcast plan;
and under the condition that the live broadcast state is after live broadcast, adopting the video after broadcast to carry out advertisement delivery and create a live broadcast plan.
7. The method of any one of claims 1 to 6, further comprising:
acquiring the live broadcast data, wherein the data comprises active dimension data and merchant dimension data;
transmitting the activity maintenance data to the live broadcast interaction platform;
and sending the merchant dimension data to the target merchant.
8. A live delivery device, comprising:
the receiving module is used for receiving a live broadcast request sent by the live broadcast interaction platform by the advertisement platform, wherein the live broadcast request at least comprises or indicates an activity theme of the live broadcast activity;
The first determining module is used for responding to the live broadcast request, determining a candidate merchant set of the live broadcast event according to the event theme, wherein the candidate merchant set at least comprises two merchants;
the second determining module is used for sending a live broadcast delivery request to each merchant in the candidate merchant set, receiving a live broadcast delivery response sent by the merchant in the candidate merchant set, and determining the merchant sending the live broadcast delivery response as a target merchant;
a third determining module, configured to determine a candidate anchor set for the live broadcast event according to the event topic, where the candidate anchor set includes at least one candidate anchor;
a fourth determining module, configured to send an anchor recruitment request to each anchor in the candidate anchor set, receive an anchor recruitment response sent by the anchor in the candidate anchor set, and determine an anchor sending the anchor recruitment response as a target anchor;
the auditing module is used for auditing each target merchant and each target anchor;
and the matching module is used for matching the target merchant after the verification is passed with the target anchor after the verification is passed, so as to complete the live broadcast activity.
9. A computer device comprising a memory and a processor, the memory storing a computer program executable on the processor, characterized in that the processor implements the steps of the method of any of claims 1 to 7 when the program is executed.
10. A storage medium storing executable instructions for causing a processor to perform the steps of the method of any one of claims 1 to 7.
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