KR101178045B1 - Monitoring system and method for monitoring advertisement through various media - Google Patents

Abstract

The present invention is a system and method for monitoring advertisement of a multi-media creative, digitizing the advertisement requested to the commercial, converting to the video format of each broadcasting station to perform the commercial through each broadcast station, and then the specific program of the broadcast station By monitoring the broadcasted material in real time to calculate the monitoring result data for the time the creative is exposed to the advertisement to accurately calculate the advertising cost for the broadcasted creative. In addition, by detecting and monitoring the watermark inserted when the digital data of the creative is converted to the creative broadcasted through the broadcasting station, the new creative can be accurately monitored. By automatically detecting the advertising material using the mark, a simpler and more accurate monitoring can be performed as compared with the conventional method of monitoring by the human eye.

Description

MONITORING SYSTEM AND METHOD FOR MONITORING ADVERTISEMENT THROUGH VARIOUS MEDIA}

BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention relates to a creative monitoring system. In particular, the present invention performs monitoring in real time for creatives advertised through various broadcasting media (multimedia) including terrestrial broadcasting, cable broadcasting, or IPTV. The present invention relates to a system and method for monitoring an advertisement of a multi-media creative that calculates the number and time of advertisement impressions as monitoring result data so that accurate advertisement cost can be calculated.

In general, when looking at the flow of terrestrial broadcasting advertisements, advertisers such as companies or individuals who want to advertise through broadcasting media such as TV and radio first request advertisement advertisements from advertising companies, and the advertisement companies are responsible for the products or images requested by advertisers. The final creative is produced after receiving the deliberation about the produced creative.

Subsequently, the advertising company advertises with the Korea Broadcasting Advertising Corporation (KOBACO) 's sales office, which acts as an advertising agency to expose the advertisement through the broadcasting media such as TV and radio requested by the advertiser for the creative that has passed the deliberation. Accordingly, KOBACO's sales office confirms the advertisement subscription requested by the advertising company through a business meeting and notifies the advertising company again.

As above, when the advertising subscription is confirmed from KOBACO, the advertising company notifies the advertiser of the result and negotiates the advertising schedule for the creative, and then submits the creative to KOBACO according to the editorial schedule of the broadcaster, and KOBACO receives the creative Along with the request for deliberation, the commissioner commissions the station to advertise the creatives.

Accordingly, the broadcasting station edits the creative for each program and sends out the actual advertisement. The monitoring company that monitors the advertising broadcast monitors the advertising history broadcasted by the broadcasting station daily, and the next day, KOBACO, the advertising company (advertiser) ), Notified to the broadcasting station. Subsequently, based on the monitored results as described above, the third party confirms and closes each other's advertising operation history at the beginning of each month, and then charges and settles the advertising cost.

1 illustrates a commercial monitoring procedure in a conventional monitoring company. Hereinafter, a monitoring procedure in a conventional monitoring company will be described with reference to FIG. 1.

That is, when a broadcast is performed on a creative requested to be advertised by a broadcast station (S100), the broadcast is recorded in a manner such as MPEG-1 (S102).

Then, the monitoring agent of the monitoring company monitors the creative broadcasted by the naked eye and hearing (S104) to create a monitoring result (S106), and enter the created monitoring results into the computer (S108) to the member company web ( web) (S110).

As described above, with respect to the monitoring result for each input material, by connecting the server of the monitoring company and the PC of the member in a dedicated line to search for the necessary data from the member company (S112), you can check the execution matters of the commercial operated on the previous day. In addition, it is possible to directly collect and output the status of advertising expenses by member companies by product, media, and competitors.

Although terrestrial broadcasting advertisements occupy the position as the main media in the domestic advertising market, there are problems in monitoring related to the advertisement of advertising materials. For the creatives that are requested for advertisement, the codes of the advertising materials are efficiently managed through KODEX, a data conversion device implemented by KOBACO, but the monitoring of the broadcasted materials is still done by the naked eye. When running so-called multiple creatives, accurate monitoring of each creative is impossible.

In other words, a monitoring company currently monitoring broadcasting advertisements compares audio frequencies or images and monitors them, but real-time monitoring is not possible for new creatives that have not been registered in advance.

Therefore, the present invention is to perform the real-time monitoring of the advertising material through the terrestrial broadcasting media such as TV, radio, and calculate the number of advertising impressions and time for each creative as the monitoring result data so that accurate advertising costs can be settled It is intended to provide an advertisement monitoring system and method for multimedia creatives.

In addition, the present invention is a system and method for monitoring a multi-media creative material, digitalized for the advertising material requested for the commercial, and converted to the video format of each broadcasting station to perform the commercial through each broadcast station, and then to specify the broadcast station Ad monitoring system for multi-media creatives that accurately monitors the broadcasted broadcasts in real time and calculates the monitoring result data for the time that the creatives are exposed, thereby accurately calculating the advertising costs for the broadcasted creatives; To provide a method.

In addition, the present invention can accurately monitor the new creative by performing the monitoring by detecting the watermark inserted when the digital data of the creative is converted to the creative broadcasted through the broadcast station, broadcasted through the broadcast station The present invention provides an advertisement monitoring system and method for multi-media creatives, which enables simple and accurate monitoring to be performed as compared with the conventional method of monitoring by the human eye by automatically detecting creatives using watermarks from data. I would like to.

As described above, the present invention provides a method for monitoring advertisement of a multi-media creative, comprising the steps of producing a creative and performing a deliberation, digitally converting the creative that has passed the deliberation, and converting it according to a video format of each broadcasting station to be performed. And transmitting the converted creative material to a corresponding broadcasting station to broadcast it through a multi-media requested for advertisement, and detecting the broadcasted creative material to monitor advertisement exposure in real time.

The method may further include calculating an advertisement cost of the creative material by calculating a monitoring result value of monitoring the advertisement exposure of the creative material after the monitoring step.

The monitoring result value may be calculated by adding up the result values of monitoring the advertisement exposure of the advertising material for each broadcasting station.

In addition, the monitoring result value, characterized in that to represent the time data that the creative is exposed to the advertisement.

In addition, the creative is characterized in that the specific identification information for monitoring the creative is included.

In addition, in the monitoring step, the monitoring of the creative is characterized in that it is carried out by detecting the specific identification information inserted in the creative.

The specific identification information may be included in the creative in the form of a watermark, and may include advertiser code of the creative and time length information of the creative.

In addition, the multimedia medium represents a plurality of broadcast media and is characterized by including terrestrial broadcast, cable broadcast or IPTV.

In addition, the present invention provides an advertisement monitoring system of a multi-media creative, an advertisement agency server for registering the requested creative and calculating the advertising cost based on the monitoring result value according to the advertisement exposure through the broadcast of the creative, A creative conversion server for digitizing the creative registered with the advertisement agency server, converting the creative into a video format for each broadcasting station to be broadcast, and transmitting the converted creative to the corresponding broadcasting station, and through the requested media. And a monitoring apparatus for detecting the advertisement material broadcast through the broadcasting station and monitoring the advertisement exposure in real time, and calculating the monitoring result value and providing the result to the advertisement agency server.

The advertisement agency server may provide an advertisement cost of the advertisement material to an advertiser who requested the advertisement and a broadcasting station that broadcasts the advertisement material.

In addition, the monitoring device is characterized in that the sum of the results of monitoring the advertisement exposure for each broadcasting station of the advertising material is calculated as a monitoring result value.

In addition, the monitoring result value, characterized in that to represent the time data that the creative is exposed to the advertisement.

In addition, the creative is characterized in that the specific identification information for monitoring the creative is included.

In addition, the monitoring device, characterized in that for monitoring the creative by detecting the specific identification information inserted in the creative.

The specific identification information may be included in the creative in the form of a watermark, and may include advertiser code of the creative and time length information of the creative.

In addition, the creative material, characterized in that the deliberation is carried out through the deliberation agency is a creative material assigned a registration number.

The present invention provides a system and method for monitoring a multi-media creative material, digitizing the advertisement material requested for commercial broadcasting, converting it to a video format of each broadcasting station, and performing a commercial broadcasting through each broadcasting station, and then executing a specific program of the broadcasting station. Through monitoring the broadcasted material in real time through the calculation of the monitoring result data for the exposure time of the broadcast material has the advantage that it is possible to accurately calculate the advertising costs for the broadcasted material.

In addition, the present invention can accurately monitor the new creative by monitoring the watermark inserted when the digital data of the creative is inserted to the creative broadcasted through the broadcast station, and can be accurately monitored, By automatically detecting the advertising material using the watermark from the data there is an advantage that a simpler and more accurate monitoring can be performed as compared to the conventional monitoring method by the human eye.

In addition, in the present invention, for the advertising material broadcasted by the local broadcasting station, the broadcasting material transmitted from the local broadcasting station is received by the central broadcasting station, and the advertising material is detected and monitored based on the data broadcasted by each local broadcasting station to be broadcasted by all the broadcasting stations. There is an advantage in that the advertising cost can be accurately calculated for the creative.

1 is a diagram illustrating a monitoring procedure of a conventional multimedia creative.
2 is a block diagram of a monitoring system for a multimedia creative material according to an embodiment of the present invention.
3 is a flowchart illustrating a monitoring operation control of a multimedia creative material according to an embodiment of the present invention.

Hereinafter, with reference to the accompanying drawings will be described in detail the operating principle of the present invention. In the following description of the present invention, if it is determined that a detailed description of a known function or configuration may unnecessarily obscure the subject matter of the present invention, the detailed description thereof will be omitted. The following terms are defined in consideration of the functions of the present invention, and may be changed according to the intentions or customs of the user, the operator, and the like. Therefore, the definition should be based on the contents throughout this specification.

2 illustrates a network configuration of an advertisement monitoring system for a multimedia creative material according to an exemplary embodiment of the present invention. Hereinafter, an operation of each component of the advertisement monitoring system will be described in detail with reference to FIG. 2.

First, the advertising company 202 receives advertisements from the advertiser 200 such as a company or an individual who wants to advertise a specific product or image through a self-wave broadcasting medium such as TV or radio, and then broadcasts the advertisement through the broadcasting station 212. After creating the creative to be carried out, applying for the deliberation of the produced creative material from the material review institution 204, and when the review is completed by the review institution 204, the creative is operated by KOBACO through a wired / wireless communication network. The advertisement is sent to the advertisement agency server 208 of the broadcast advertisement service system 206 to apply for advertisement.

Ad agency server 208 is a server that runs a web server, such as KOBAnet (KOBAnet) that allows you to register the ad request online in KOBACO receives a variety of creatives requested by the ad request Register.

In this case, the advertisement agency server 208 registers the completed registration number of the creative and the identification information of the advertising company 202 together with the corresponding creative in the advertisement request registration to be used for monitoring. . The registration number of the above creative is a number assigned only by the review agency 204 to the completed creative, and identifies the creative between the advertising company 202, the broadcasting station 212, and KOBACO's broadcasting advertising service system 206. This information is used as the main key for the main key, which is uniquely identified data for monitoring the advertisement because it is individually assigned to each creative.

In addition, the advertisement agency server 208 is connected to the broadcasting station 212 and monitors the broadcast result when the requested creative is actually broadcast through various terrestrial broadcast media (multimedia) such as TV, radio, etc. Received from the monitoring device 214 to calculate the advertising cost for each creative and provide it to the advertiser (200).

The creative conversion server 210 is a server that runs a digital file conversion system called a codex (KODEX) developed to convert the creative to digital by KOBACO, and the creative received through the advertisement server 208 The digitization is performed and converted to the video format of the broadcasting station 212 where the advertisement for the corresponding advertisement material is to be performed and transmitted to the broadcasting station 212.

The broadcasting station 212 receives digital data of a creative converted into a video format suitable for the broadcasting station 212 from the creative conversion server 210 and includes terrestrial broadcasting, cable broadcasting, or IPTV, etc., into which the creative is inserted. After editing according to a TV program or a radio program of various broadcast media (multimedia), the actual broadcast is performed through a program of the corresponding broadcast media requested for advertisement.

The monitoring device 214 monitors the advertising material broadcast through the broadcasting station 212 to perform monitoring for each creative, and calculates the monitoring result for each creative and provides the same to the advertising agency server 208. In this case, the monitoring result may be represented as total time information of the creative being exposed in the broadcast program.

Meanwhile, during digital conversion of the creative, the creative conversion server 210 uses a digital watermark to detect the corresponding creative when the creative is inserted and broadcast in a specific program such as a terrestrial broadcasting cable or a cable broadcasting medium. ) Is inserted into the creative, and the information such as the advertiser code, the number of seconds, the registration number performed by the deliberation may be inserted into the watermark.

Accordingly, the monitoring device 214 detects the creative material by detecting the watermark included in the creative broadcasted through the broadcast medium, and identifies the creative material by using the information related to the creative included in the watermark. Accurately monitor the time the creative is exposed to the broadcast.

In addition, the advertisement material transmitted to the broadcasting station 212 may also be broadcasted through a different broadcasting program in each of the local broadcasting stations 216, 218, and 220 operated by the corresponding broadcasting station 212. The local broadcasting stations 216, 218, and 220 transmit broadcast data broadcasted by their broadcasting stations to the central broadcasting station 212, and the monitoring device 214 receives each local broadcasting station 216 received from the central broadcasting station 212. , 218 and 220 are monitored to calculate the final monitoring result data of the creative by summing the monitoring result data of the exposure time of the creative broadcasted in each local broadcasting station 216, 218 and 220.

3 illustrates a signal processing flow for monitoring an advertisement in an advertisement monitoring system of a multimedia creative material according to an embodiment of the present invention. Hereinafter, embodiments of the present invention will be described in detail with reference to FIGS. 2 and 3.

First, the advertiser 200 may be a company or an individual who wants to perform a specific product or image advertisement through various broadcasting programs such as TV and radio of various broadcasting media (multimedia), including terrestrial broadcasting, cable broadcasting, or IPTV. In addition, when an advertisement is to be performed through the terrestrial broadcasting medium, an advertisement request is made to the advertisement company 202 (S300).

Then, the advertising company 202 receives an advertisement request from the advertiser 200, and produces an advertisement material corresponding to the corresponding product requested for advertisement (S302). In this case, the advertisement material may be, for example, a video content produced in a time of 20 to 40 seconds with respect to the product to be advertised.

As described above, when the production of the creative for the advertisement request product, etc. is completed, the advertising company 202 delivers the creative to the deliberation agency 204 to review the suitability of the broadcast on the terrestrial broadcasting medium for the creative and review Apply for (S304).

Then, the deliberation agency 204 performs a deliberation based on a predetermined criterion on whether or not it is suitable to be broadcasted on a terrestrial broadcasting medium for the creative requested for deliberation from the advertising company 202 (S306). The deliberation result of the broadcast suitability is transmitted to the advertisement company 202 (S308).

At this time, when the deliberation agency 204 receives a deliberation result that the broadcast suitability is recognized for the creative material, the advertising company 202 advertises the server of KOBACO, which is acting as a broadcast advertisement for the corresponding creative received the deliberation result Online transmission to KOBAnet or the like driven by 208, and requests for commercials for the creative (S310).

As described above, the creative transmitted from the advertising company 202 is received by the advertising agency server 208 of the broadcast advertising service system 206, whereby the advertising agency server 208 registers the requested advertising creative (S312), and stores and manages the registration number and the code number of the advertiser that sent the creative material.

Subsequently, the advertisement agency server 208 provides the requested creative to the creative conversion server 210 (S314). Then, the creative conversion server 210 converts the creative received through the advertising agency server 208 to digital (S316), and performs conversion for each video format of the broadcasting station 212 where the advertisement is to be performed (S318). Transfer to the proxy server 208 (S320).

Accordingly, the advertisement agency server 208 transmits the digitally converted data of the converted creative through the creative conversion server 210 to the broadcasting station 212, and requests an advertisement broadcast (S322).

Then, the broadcasting station 212 receives the creative data digitally converted from the advertising agency server 208 according to the video format of the broadcasting station 212 (S324), and edits it for the TV program or radio program into which the advertisement is to be inserted. After the execution, the actual broadcast is performed through the program of the corresponding broadcast medium requested for advertisement (S326).

As described above, when the creative produced by the advertising company 202 is inserted into a specific broadcast program through the broadcast station 212 and the broadcast is performed, the monitoring device 214 monitors for each creative broadcasted through the broadcast station 212. (S328), and calculates a monitoring result for each creative (S330). In this case, the monitoring result may be represented as total time information of the creative being exposed in the broadcast program.

Meanwhile, during digital conversion of the creative, the creative conversion server 210 uses a digital watermark to detect the corresponding creative when the creative is inserted and broadcast in a specific program such as a terrestrial broadcasting cable or a cable broadcasting medium. ) Is inserted into the creative, and the information such as the advertiser code, the number of seconds, the registration number performed by the deliberation may be inserted into the watermark.

Accordingly, the monitoring device 214 detects the creative material by detecting the watermark included in the creative broadcasted through the broadcast medium, and identifies the creative material by using the information related to the creative included in the watermark. Accurately monitor the time the creative is exposed to the broadcast.

In addition, the advertisement material transmitted to the broadcasting station 212 may also be broadcasted through a different broadcasting program in each of the local broadcasting stations 216, 218, and 220 operated by the corresponding broadcasting station 212. The local broadcasting stations 216, 218, and 220 transmit broadcast data broadcasted by their broadcasting stations to the central broadcasting station 212, and the monitoring device 214 receives each local broadcasting station 216 received from the central broadcasting station 212. , Monitoring the broadcast data of the 218 and 220, summing the monitoring result data of the exposure time of the creative broadcasted by each local broadcasting station 216, 218, and 220 to calculate the final monitoring result data of the creative.

Subsequently, the monitoring device 214 transmits the monitoring result for each creative monitored as described above to the advertisement agency server 208 (S332).

Accordingly, the advertisement agency server 208 receives the monitoring result data for each creative transmitted from the monitoring device 214 and calculates an advertising cost for the corresponding creative based on the monitoring result data (S334). The advertisement is broadcasted to the requesting advertisement company 202 (S336).

Then, the advertising company 202 again transmits the advertising costs settled from the advertising agency server 208 for the advertising material to the advertiser 200 (S338) to receive the advertising costs.

As described above, the present invention provides a system and method for monitoring a multi-media creative material, digitizing the advertising material commissioned by the commercial broadcast, converting it to a video format of each broadcasting station, and then performing commercial broadcasting through each broadcasting station. By monitoring the advertising material broadcasted through a specific program of a broadcasting station in real time, it is possible to accurately calculate the advertising cost for the broadcasted creative by calculating the monitoring result data on the exposure time of the advertising material.

In addition, by detecting and monitoring the watermark inserted when the digital data of the creative is converted to the creative broadcasted through the broadcasting station, the new creative can be accurately monitored. By automatically detecting the advertising material using the mark, a simpler and more accurate monitoring can be performed as compared with the conventional method of monitoring by the human eye.

Meanwhile, in the above description of the present invention, specific embodiments have been described, but various modifications may be made without departing from the scope of the present invention. Accordingly, the scope of the invention should not be limited by the described embodiments but should be defined by the appended claims.

202: Advertising Company 204: Deliberation Agency
208: advertising agency server 210: creative conversion server
212: broadcasting station 214: monitoring device
216: local stations

Claims (19)

A method of performing advertisement monitoring of a multimedia creative material, including a broadcasting advertisement service system, a broadcasting station, and a monitoring device,
Digitally converting the creative passed by the deliberation in the creative conversion server in the broadcasting advertisement service system and converting the creative according to the video format of each broadcasting station to be performed;
Broadcasting, by the broadcasting station, the converted creative through the requested multimedia;
Monitoring the advertisement exposure in real time by detecting the broadcasted creative in the monitoring device;
Comprising a step of calculating the advertising cost for the creative on the basis of the result of the monitoring in the advertising agency server in the broadcast advertising service system,
The monitoring result value, the advertising monitoring method of the multi-media creative, characterized in that the sum of the results of monitoring the advertisement exposure of the creative for each broadcasting station is calculated.
delete delete The method of claim 1,
The monitoring result value,
The advertisement monitoring method of the multi-media creative, characterized in that the creative represents the time data advertised.
The method of claim 1,
The creative,
Advertising monitoring method for a multi-media creative, characterized in that the specific identification information for monitoring the creative is included.
The method of claim 5, wherein
In the monitoring step,
The monitoring of the creative, advertising monitoring method of a multi-media creative, characterized in that performed by detecting the specific identification information inserted in the creative.
The method according to claim 6,
The specific identification information,
Advertising monitoring method of a multi-media creative, characterized in that included in the creative in the watermark format.
The method of claim 7, wherein
The specific identification information,
Advertiser code of the creative and time length information of the creative advertising monitoring method of a multi-media creative, characterized in that it comprises.
The method of claim 1,
The multi-media,
Representing a plurality of broadcast media, terrestrial broadcast, cable broadcasting or IPTV characterized in that the advertising monitoring method of the creative.
Ad monitoring system for multimedia creatives,
An advertisement agency server that registers the requested creative and calculates an advertisement cost based on a monitoring result value according to the advertisement exposure through broadcasting of the creative;
A creative conversion server for digitizing the creative registered with the advertising agency server, converting the creative into a video format for each broadcasting station to be broadcast, and transmitting the converted creative to a corresponding broadcasting station;
A broadcasting station that broadcasts the creative material through the requested media;
And a monitoring device that detects the advertising material broadcast through the broadcasting station and monitors the exposure of the advertisement in real time, and calculates the monitoring result value and provides the monitoring result to the advertisement agency server.
The monitoring device, the advertisement monitoring system of the multi-media creative, characterized in that the sum of the results of monitoring the advertising exposure for each broadcasting station of the creative is calculated as a monitoring result.
11. The method of claim 10,
The advertising agency server,
Advertisement monitoring system for a multi-media creative, characterized in that to provide the advertising costs of the creative to the advertiser requesting the corresponding advertisement and the broadcasting station broadcasting the creative.
delete 11. The method of claim 10,
The monitoring result value,
Advertising monitoring system for a multi-media creative, characterized in that the creative represents the time data advertised.
11. The method of claim 10,
The creative,
Advertising monitoring system for a multi-media creative, characterized in that the specific identification information for monitoring the creative is included.
15. The method of claim 14,
The monitoring device,
And monitoring the creative material by detecting the specific identification information inserted in the creative material.
The method of claim 15,
The specific identification information,
Advertising monitoring system for a multi-media creative, characterized in that included in the creative in the watermark format.
17. The method of claim 16,
The specific identification information,
Advertiser code of the creative and time length information of the creative advertisement monitoring system of a multi-media creative, characterized in that it comprises.
11. The method of claim 10,
The creative,
Ad review system for a multi-media creative, characterized in that the deliberation is carried out through the deliberation agency is a creative assigned a registration number.
11. The method of claim 10,
The multi-media,
Representing a plurality of broadcast media, the advertising monitoring system of a multi-media creative, characterized in that it comprises terrestrial broadcasting, cable broadcasting or IPTV.

Images