JP3239799U - Ad distribution management system - Google Patents

Abstract

An advertisement distribution management system capable of improving advertisement effectiveness is provided. An advertisement delivery management system of the present invention comprises an advertisement management platform and at least one advertisement playback device. The ad management platform receives and tags the digital ad content with ad attribution. Each advertisement player provides its own area attribute tag and audience attribute tag. The advertisement management platform generates a relevance score based on the advertisement attribute tag, the area attribute tag and the audience attribute tag, and causes at least one advertisement playback device to play based on the relevance score. [Selection drawing] Fig. 2

Description

The present invention relates to a management system, and more particularly to an advertisement distribution management system that distributes digital advertisement contents to appropriate advertisement reproduction devices with high accuracy so that target audiences can view digital advertisements to improve advertisement effectiveness.

A DOOH (Digital Out-of-Home) advertisement is an advertisement that displays audio and video on an advertisement reproducing device that the viewer of the advertisement comes into contact with while traveling, commuting, or shopping. Said advertisement reproducing devices are installed in vehicles of various means of transportation, MRT stations, bus stations, platforms, supermarkets, department stores, or walls of buildings at intersections.

The digital advertising content played by the advertisement playback device is typically an advertisement that an advertisement requester (advertiser) seeks to place through an advertising agency. However, since the advertising agency can only provide the number and location of the outdoor advertising equipment owned by the media provider, the advertiser can only passively accept the advertisement distribution location, and the number of advertisement distribution locations and the advertisement distribution time interval cannot be selected.

In addition, in order to distribute advertisements to target customers with high accuracy, there is a corresponding evaluation technology for advertisement distribution, and the effect is usually estimated after considering information such as location, flow of people, weather, etc. However, the information of conventional advertisement playback devices only includes the location of the advertisement and the display size of the advertisement, and does not include other attribute analysis related to the advertisement content. Therefore, the amount of reference information for advertisement distribution that can be provided to advertisers is small, resulting in poor advertisement efficiency. Therefore, there is a demand for a technology that provides more attribute information to advertisers and distributes digital advertising content to target audiences with high accuracy in accordance with advertisers' budgets and time intervals.

In order to solve the problems of the prior art, the purpose of the present invention is to distribute the digital advertising content of the advertising content provider to the appropriate advertising playback device through the advertising management platform, so that the target audience can view the digital advertising content. To improve advertising effectiveness.

The advertisement delivery management system of the present invention comprises an advertisement management platform and at least one advertisement playback device. An ad management platform is connected to each ad playback device to receive and tag ad attribute tags for digital ad content. Each advertisement player provides its own area attribute tag and audience attribute tag. The advertisement management platform generates a relevance score based on the advertisement attribute tag, the area attribute tag, and the audience attribute tag, and distributes the digital advertisement content to at least one advertisement playback device matching the relevance score for playback.

The advertisement reproduction device has a digital content reproduction unit, an area attribute collection unit, and an audience attribute collection unit. The digital content reproduction unit reproduces digital advertisement content. The area attribute collection unit collects area information about the location of the advertisement reproducing device and converts the area information into area attribute tags. The spectator attribute collection unit collects spectator information on the location of the advertisement reproducing device and converts the spectator information into a spectator attribute tag.

The area attribute collection unit has an area natural attribute collection unit and an area community attribute collection unit. The area natural attribute gathering unit collects astronomically, geographically and climatically related area information of the location of the advertisement player, and transforms the area information into corresponding area attribute tags. The local community attribute gathering unit gathers local information such as house price, income and purchasing power at the location of the advertisement player.

The Audience Attribute Gathering Unit includes a video surveillance device for gathering the location of the advertising playback device, a sales information management system, and a wireless shared hotspot. The video monitoring device collects audience information such as sex and age of the audience appearing at the location of the advertisement reproduction device by facial recognition from the captured video signal, and converts the audience information into audience attribute tags. The sales information management system acquires spectator information such as traded product items, purchaser's sex and age from statistical records, and converts the spectator information into spectator attribute tags. The wireless sharing hotspot provides spectator information, such as gender, age, etc., of the user of the communication electronic device to which the signal is connected, and translates the spectator information into spectator attribute tags.

The advertisement management platform has an advertisement request receiver, an advertisement attribute analyzer, a slot attribute searcher, a slot requester, an advertisement matcher, and an advertisement playback manager. The advertisement request receiver receives digital advertisement content from the outside. The advertisement attribute analysis unit is connected to the advertisement request reception unit, analyzes and identifies the display screen of the digital advertisement content to generate at least one identification object, and converts the identification object into an advertisement attribute tag. The slot attribute search unit is connected to the advertisement attribute analysis unit, generates a relevance score based on the advertisement attribute tag, the area attribute tag, and the audience attribute tag, and lists advertisement playback devices matching all relevance scores. and set it as a candidate advertisement playback device. The slot requester provides advertising budget information and advertising time period information. The advertisement matching unit is connected to the slot requesting unit, selects a candidate advertisement reproduction device based on the advertisement budget information and the advertisement time interval information, and generates predetermined reproduction information. The advertisement reproduction manager reproduces the digital advertisement content on each advertisement reproduction device selected in the specific advertisement time interval based on the predetermined reproduction information.

The advertisement delivery management system of the present invention combines area attribute tags, audience attribute tags, and advertisement attribute tags to generate a relevance score, and reproduces digital advertisement content using advertisement budget information and advertisement time interval information. It selects an appropriate advertisement playback device for the purpose, provides an appropriate playback location and audience to the advertiser who provides the digital advertisement content, and also refers to the budget and required playback time interval. Thereby, the advertising effect can be improved.

1 is a structural schematic diagram of the present invention; FIG. 1 is a schematic diagram of an advertisement management platform of the present invention; FIG. 1 is a schematic diagram of an advertisement reproducing device of the present invention; FIG. FIG. 4 is a schematic diagram of the area attribute collection unit of the present invention; FIG. 4 is a schematic diagram of an audience attribute collection unit of the present invention;

Hereinafter, embodiments of the present invention will be described while disclosing the drawings. In the drawings and in the specification, like reference numerals refer to like or similar elements. In some cases, the shape and thickness are exaggerated to simplify the drawing. Elements not shown in the drawings or specification are of the form known to those skilled in the art. Therefore, those skilled in the art can make various transformations and improvements based on the content of the present invention.

The advertisement distribution management system of the present invention will be described with reference to FIG. The advertisement distribution management system of the present invention comprises an advertisement management platform 1 and at least one advertisement reproduction device 2 . The advertising management platform 1 receives digital advertising content. Digital advertising content is provided by advertisers or advertising agencies and provided to the advertising management platform 1 via the Internet or media storage. For example, digital advertising content produced by an advertiser or an advertising agency is transmitted to a server or personal computer as the advertisement management platform 1 via a desktop personal computer, tablet, mobile phone, or the like. The advertisement management platform 1 performs video content analysis on the digital advertisement content and attaches advertisement attribute tags. For example, the digital advertising content is advertising content for automobiles, and includes image identification information such as cars, roads, mountains, seas, people, ages of people, and so on. In that case, the advertisement management platform 1 attaches an advertisement attribute tag corresponding to the image identification information to the digital advertisement content.

In the present invention, each advertisement reproducing device 2 is connected to the advertisement management platform 1 and provides its own area attribute tag and audience attribute tag respectively. The area attribute tag is attached based on the geography or weather of the installation position of the advertisement reproducing device 2 . For example, geographic information such as commercial areas, industrial areas, residential areas, tourist areas, mountains, coastal areas, etc. may be attached as area attribute tags. Also, weather information such as the average temperature, humidity, and amount of rainfall at the installation position of the advertisement reproducing device 2 may be attached as an area attribute tag. Community attributes such as per capita income, number of people coming and going, gender, and age at the installation position of the advertisement reproducing device 2 may be attached as audience attribute tags.

In the present invention, the advertisement management platform 1 generates relevance scores based on advertisement attribute tags, area attribute tags and audience attribute tags. In the case of the automobile advertisement, the advertisement attribute tags include tags such as cars, roads, mountains, seas, people, people's age, etc., but the important ones are tags such as cars, people, people's age. In that case, the advertisement management platform 1 gives a higher relevance score when the area attribute tag is residential area, tourist area, commercial area, or when the per capita income in the spectator attribute tag is gender and age that can buy a car. Other area attribute tags and spectator attribute tags can be evaluated with low relevance scores. The advertisement management platform 1 generates a candidate advertisement playback device list based on the relevance score, selects one or two advertisement playback devices 2 in the candidate advertisement playback device list as predetermined advertisement playback devices, and renders the digital advertisement Play content.

The present invention will be described with reference to FIG. The advertisement management platform 1 has an advertisement request receiving unit 10 , an advertisement attribute analysis unit 11 , a slot attribute search unit 12 , a slot request unit 13 , an advertisement matching unit 14 and an advertisement reproduction management unit 15 . The advertisement request receiving unit 10 receives digital advertisement content from the outside. The advertisement attribute analysis unit 11 is connected to the advertisement request reception unit 10, analyzes and identifies the display screen of the digital advertisement content, generates at least one identification object, and converts the identification object into an advertisement attribute tag. The slot attribute search unit 12 is connected to the advertisement attribute analysis unit 11, generates a relevance score based on the advertisement attribute tag, the area attribute tag, and the audience attribute tag, and the advertisement reproduction device 2 that matches all the relevance scores. are listed as candidate advertisement playback devices, and a corresponding candidate advertisement playback device list is generated.

The slot requesting unit 13 provides advertisement budget information and advertisement time interval information. The advertisement matching unit 14 has a preset broadcasting fee table for each advertisement reproduction device 2 . For example, the broadcasting cost is set to be high for the advertisement reproduction device 2 installed in a place with a large number of people and low for the advertisement reproduction device 2 installed in a place with a small number of people. Each cost may be set for all the advertisement reproducing devices 2 . The advertisement matching unit 14 is connected to the slot requesting unit 13, and selects one or more of the candidate advertisement reproduction devices based on the advertisement budget information, the advertisement time interval information, and the broadcast fee table, and reproduces the predetermined advertisement. device to generate a predetermined playlist. The advertisement reproduction management unit 15 reproduces the digital advertisement content on each advertisement reproduction device 2 of a predetermined reproduction list in a specific advertisement time interval.

The present invention will be described below with specific examples. An advertiser wants to advertise a car, has an advertising budget of NT$1,000,000, and wants to advertise between 7:00-9:00 and 17:00-20:00 every day. That is, the budget information is NT$1,000,000, and the advertising time interval information is 7:00 to 9:00 and 17:00 to 20:00. The broadcasting fee for each advertisement reproducing device 2 listed in the broadcasting fee table is NT$10,000 per hour. The advertisement reproduction device 2 for reproducing up to 20 advertisements is described in the predetermined reproduction list generated by the advertisement matching unit 14 . However, since the slot attribute search unit 12 selects the advertisement reproducing device 2 that matches the relevance score, the generated candidate advertisement reproducing device list is less than 20, and the predetermined playlist is also less than 20. There is For example, if a predetermined playlist describes an advertisement reproducing device 2 for reproducing 15 pieces of digital advertisement content, the advertisement matching unit 14 calculates that the total cost is NT$750,000, Ask advertisers if they agree to play. If the advertiser agrees, the advertisement reproduction management unit 15 reproduces the digital advertisement content on each advertisement reproduction device 2 in the predetermined reproduction list in the specific advertisement time interval.

The present invention will be described with reference to FIG. The advertisement reproduction device 2 has a digital content reproduction unit 20 , an area attribute collection unit 22 and an audience attribute collection unit 24 . The digital content reproduction unit 20 is a device for reproducing digital advertising content, and examples thereof include liquid crystal televisions, outdoor digital signage, and video equipment in vehicles. The area attribute collection unit 22 collects area information on the location of the advertisement reproducing device 2 and converts the area information into area attribute tags. The audience attribute collection unit 24 collects audience information on the location of the advertisement reproducing device 2 and converts the audience information into audience attribute tags.

The area attribute collection unit 22 has an area natural attribute collection unit 220 and an area community attribute collection unit 222 . The area natural attribute collection unit 220 and the area community attribute collection unit 222 use Web crawler technology to collect astronomically, geographically, and climatologically related area information of the location of the advertisement reproducing device 2 on the Internet, and collects area information such as house price, income, purchasing power, etc., and transforms the area information into corresponding area attribute tags. In addition, the area natural attribute collection unit 220 measures the temperature, humidity, rainfall amount, wind speed, air quality, etc. measured by the temperature sensor, humidity sensor, rain gauge, anemometer, air quality monitor, etc. information to area attribute tags. The area attribute collection unit 22 may receive area information input from the outside and convert the area information into corresponding area attribute tags. For example, the community information collected by the media provider is sent to the area attribute collection unit 22 (for example, cloud platform) via a mobile phone or a personal computer, and the area attribute collection unit 22 receives the information as area information, Information may be converted into corresponding area attribute tags.

In the present invention, the audience attribute collection unit 24 has a video monitoring device 240 for collecting the location of the advertisement reproducing device 2, a sales information management system 242, and a wireless shared hotspot 244. The video monitoring device 240 collects audience information such as gender, age, etc. of the audience appearing at the location of the advertisement reproduction device 2 by face recognition from the captured video signal, and converts the audience information into audience attribute tags. For example, face recognition technology includes deep learning convolutional neural networks. For example, by editing OpenCV (Open Source Computer Vision Library) in the Python programming language, discrimination of gender and age can be realized in a convolutional neural network. The face recognition technology is not limited to the convolutional neural network, and the present invention only uses face recognition and is not related to face recognition, so the description is omitted here.

Many of the advertisement reproducing devices 2 are installed near cash registers in which a sales information management system 242 (Point of Sale, POS) of a supermarket or department store is installed. The sales information management system 242 collects statistics on the number of products sold, inventories, customer purchase behavior, etc., acquires audience information such as transaction product items, purchaser's gender, age, etc. from statistical records, and stores the audience information as audience Convert to attribute tag. Then, the advertisement reproduction device 2 installed in the supermarket or department store can attach the audience attribute tag with high precision based on the actual situation.

A supermarket or department store vendor or a telecommunications carrier provides a wireless shared hotspot 244 . Consumers can connect to the Internet via smart communication devices (eg, mobile phones or tablets). The wireless shared hotspot 244 is normally connected only to members or users who enter personal information. Therefore, when the consumer's smart communication device is connected to the wireless shared hotspot 244, the supermarket or department store merchant or the telecommunications carrier can access the consumer's personal data from the wireless shared hotspot 244 or the member's backend platform. information (e.g., gender or age) and convert personal information into audience attribute tags.

In summary, the advertisement distribution management system combines area attribute tags, audience attribute tags, and advertisement attribute tags to generate relevance scores, and uses advertising budget information, advertising time interval information, and broadcast tariffs to digitally It selects an appropriate advertisement reproducing device 2 for reproducing the advertisement content, provides an appropriate reproduction place and audience to the advertiser who provides the digital advertisement content, and also refers to the budget and required reproduction time interval. Thereby, the advertising effect can be improved.

The above contents are merely preferred embodiments of the present invention. The invention is not so limited. Any equivalent transformations made in accordance with the present invention are included in the present invention.

1 advertisement management platform 10 advertisement request reception unit 11 advertisement attribute analysis unit 12 slot attribute search unit 13 slot request unit 14 advertisement matching unit 15 advertisement reproduction management unit 2 advertisement reproduction device 20 digital content reproduction unit 22 area attribute collection unit 220 area natural attribute Gathering Unit 222 Regional Community Attribute Gathering Unit 24 Audience Attribute Gatherer 240 Video Monitoring Device 242 Sales Information Management System 244 Wireless Sharing Hotspot

Claims (8)

having at least one advertisement playback device and an advertisement management platform;
each said advertisement playback device providing its own at least one area attribute tag and at least one audience attribute tag;
The advertisement management platform is connected to each of the advertisement playback devices, receives digital advertisement content and attaches at least one advertisement attribute tag to each of the advertisement attribute tags, each of the area attribute tags and each of the audience attribute tags. generating at least one relevance score based on and delivering the digital ad content to the ad playback device matching the relevance score;
Ad distribution management system. The advertisement reproduction device has a digital content reproduction unit, an area attribute collection unit, and an audience attribute collection unit,
The digital content reproduction unit reproduces the digital advertisement content,
The area attribute collection unit collects at least one area information of the location of the advertisement reproducing device, converts each area information into each area attribute tag,
The spectator attribute collection unit collects at least one spectator information of the location of the advertisement reproducing device, and converts each of the spectator information into each of the spectator attribute tags,
The advertisement distribution management system according to claim 1. The area attribute collection unit is an area natural attribute collection unit,
The area natural attribute collection unit collects each area information related to astronomy, geography, and climatology of the location of the advertisement reproducing device, and puts each area information into each corresponding area attribute tag. characterized by converting
The advertisement distribution management system according to claim 2. the area attribute collection unit is an area community attribute collection unit;
The area community attribute gathering unit collects each of the area information related to the housing price, income and purchasing power of the location of the advertisement playback device, and converts each of the area information into corresponding each of the area attribute tags. characterized by
The advertisement distribution management system according to claim 2. The audience attribute collection unit is a video surveillance device,
The video monitoring device is provided in the collected advertisement reproduction device, and collects each of the audience information such as the sex and age of the audience who appeared at the location of the advertisement reproduction device by face recognition from the captured video signal, and collects the audience information. characterized by converting information into each of the spectator attribute tags,
The advertisement distribution management system according to claim 2. The audience attribute collection unit is a sales information management system,
The sales information management system is provided in the collected advertisement reproduction device, acquires the spectator information such as transaction product items, purchaser's sex, age, etc. from a plurality of recorded statistical records, and stores the spectator information in each Characterized by converting to the spectator attribute tag,
The advertisement distribution management system according to claim 2. The spectator attribute collection unit is a wireless shared hotspot,
The wireless shared hotspot is provided in the collected advertisement reproducing device, provides each of the spectator information such as gender and age of users of a plurality of communication electronic devices signal-connected, and converts the spectator information to each of the spectator attributes. characterized by converting to tags,
The advertisement distribution management system according to claim 2. The advertisement management platform has an advertisement request receiving unit, an advertisement attribute analysis unit, a slot attribute search unit, a slot request unit, an advertisement matching unit, and an advertisement playback management unit,
The advertisement request receiving unit receives the digital advertisement content from the outside,
The advertisement attribute analysis unit is connected to the advertisement request reception unit, analyzes and identifies a display screen of the digital advertisement content to generate at least one identification object, and converts each of the identification objects into each of the advertisement attribute tags. ,
The slot attribute search unit is connected to the advertisement attribute analysis unit and generates the at least one relevance score based on each of the advertisement attribute tags, each of the area attribute tags, and each of the audience attribute tags, and all listing each of the advertisement playback devices that match each of the relevance scores as a candidate advertisement playback device;
the slot requester provides advertising budget information and advertising time interval information;
The advertisement matching unit is connected to the slot requesting unit in which a broadcasting fee table for each of the advertisement reproduction devices is set in advance, and each of the candidates is based on the advertising budget information, the advertising time interval information, and the broadcasting fee table. selecting an advertisement reproducing device to generate predetermined reproduction information;
The advertisement reproduction management unit is connected to the advertisement matching unit, and reproduces the digital advertisement content by each of the advertisement reproduction devices selected in a specific advertisement time period based on the predetermined reproduction information. ,
The advertisement distribution management system according to claim 2.

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