KR101274759B1 - System of advertisement and method for evaluation of advertisement result - Google Patents

Abstract

The advertisement system according to the present invention includes a collection unit for receiving a performance evaluation element generated in the process of executing an advertisement, and an evaluation unit for calculating a performance index based on the performance evaluation element, wherein the performance evaluation element includes The number of impressions, the number of clicks and the total number of clicks of the advertisement, the performance index may be calculated based on the advertisement execution efficiency that is determined according to the number of impressions of the advertisement, the number of clicks and the total clicks of the advertisement.

Description

SYSTEM OF ADVERTISEMENT AND METHOD FOR EVALUATION OF ADVERTISEMENT RESULT}

The present invention relates to an advertisement system and an advertisement performance evaluation method.

Due to the increase in the use of the Internet, advertising through the Internet has emerged as a powerful advertising means. For example, an advertisement service provider may display an advertisement in the form of a banner on a website, expose advertisement information on a map through a map providing service, or use a search term entered by a user to search for an advertisement of a related company. May be made in various forms, such as using keyword advertising, which is an advertisement technique for exposing a to be displayed.

As the effect of the advertisement is better, the sales of the advertisement provider may be increased, the sales of the advertiser may be increased, and the search quality may also be improved as information for the general user.

The technical problem to be achieved by the present invention is to accurately evaluate the effectiveness of advertising, to increase the sales of advertisers and advertising operators and to improve the search quality for general users.

According to an embodiment of the present invention, an advertisement system includes a collection unit that receives a performance evaluation element generated in the process of executing an advertisement, and an evaluation unit that calculates a performance index based on the performance evaluation element. Is the number of impressions of the advertisement, the number of clicks and total clicks of the advertisement, wherein the performance index is calculated based on the advertisement execution efficiency determined by the number of impressions of the advertisement, the number of clicks and the total clicks of the advertisement do.

The advertisement includes an advertisement target and a plurality of keywords set in the advertisement target, and the advertisement execution efficiency is obtained by adding up the sum of the number of clicks of the advertisement divided by the total number of clicks for each impression for each of the plurality of keywords. , Based on the keyword share clickthrough rate, which is a value obtained by dividing this by the number of impressions.

The advertisement execution efficiency may be determined according to a weighted average value of the keyword sharing click rates for the plurality of keywords.

The advertisement execution efficiency may be determined based on an exposure rate per registered keyword, which is a value obtained by dividing the number of exposed keywords by the number of registered keywords.

The advertisement execution efficiency may be determined based on a click rate per impression keyword, which is a value obtained by dividing the number of clicked keywords by the number of exposed keywords.

The performance index may be further calculated based on advertisement potential sales excluding ranking effects.

The potential advertising revenue may be a value obtained by multiplying a past average pay per click (PPC) of the advertisement by a past average click through rate (CTR) excluding a ranking effect.

The performance index may be calculated based on the advertisement quality.

The advertisement quality may be determined based on time for clicking and maintaining the advertisement.

If the time for clicking and maintaining the advertisement is less than a predetermined level, the advertisement quality may be lowered.

The method may further include an evaluation result processor configured to determine and apply a profit and a disadvantage to the advertiser terminal according to the performance index.

The evaluation result processing unit may perform an advertisement fee cashback to the advertiser according to the performance index.

The evaluation result processor may display that the advertisement is an excellent advertisement according to the performance index.

The evaluation result management unit for notifying the evaluation result of the evaluation unit to the advertiser terminal may further include.

According to another exemplary embodiment of the present invention, an advertisement performance evaluation method includes receiving a performance evaluation element generated in the process of executing an advertisement, and calculating a performance index based on the performance evaluation element. The calculating may include calculating at least one of advertisement execution efficiency, advertisement potential sales, and advertisement quality.

The advertisement includes an advertisement target and a plurality of keywords set in the advertisement target, and the advertisement execution efficiency is obtained by adding up the sum of the number of clicks of the advertisement divided by the total number of clicks for each impression for each of the plurality of keywords. , Based on the keyword share clickthrough rate, which is a value obtained by dividing this by the number of impressions.

The advertisement execution efficiency may be determined according to a weighted average value of the keyword sharing click rates for the plurality of keywords.

The advertisement execution efficiency may be determined based on an exposure rate per registered keyword, which is a value obtained by dividing the number of exposed keywords by the number of registered keywords.

The advertisement execution efficiency may be determined based on the click rate per impression keyword, which is a value obtained by dividing the number of clicked keywords by the number of exposed keywords.

The potential advertising revenue may be sales without the ranking effect of the advertisement.

The potential advertising revenue may be a value obtained by multiplying a past average pay per click (PPC) of the advertisement by a past average click through rate (CTR) excluding a ranking effect.

The advertisement quality may be determined based on time for clicking and maintaining the advertisement.

The method may further include providing a profit or a disadvantage to the advertiser terminal based on the performance index, and informing the advertiser terminal of the performance index.

The calculating of the performance index may be performed by differently weighting each of the advertisement execution efficiency, the advertisement potential sales, and the advertisement quality.

According to an embodiment of the present invention, by evaluating the performance due to the advertisement, it is possible to determine the advertising effect, increase the sales of advertisers and advertising operators and further improve the quality of the search results provided to the general user.

1 is a block diagram of an advertising system according to an embodiment of the present invention.
2 is a flowchart of an advertisement performance evaluation method according to an embodiment of the present invention.
3 is a block diagram of an advertising system according to another embodiment of the present invention.

DETAILED DESCRIPTION Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art may easily implement the present invention. The present invention may, however, be embodied in many different forms and should not be construed as limited to the embodiments set forth herein. In the drawings, parts irrelevant to the description are omitted in order to clearly describe the present invention, and like reference numerals designate like parts throughout the specification.

Throughout the specification, when a part is said to "include" a certain component, it means that it can further include other components, without excluding other components unless specifically stated otherwise. Also, the terms " part, "" module," and " module ", etc. in the specification mean a unit for processing at least one function or operation and may be implemented by hardware or software or a combination of hardware and software have.

With reference to the drawings will be described in detail with respect to the advertising system and advertising performance evaluation method according to an embodiment of the present invention.

1 is a block diagram of an advertising system according to an embodiment of the present invention.

Referring to FIG. 1, the advertisement system 100 executes an advertisement that an advertiser intends to provide according to a request of an advertiser terminal 200 used by an advertiser, collects an advertisement execution result as an advertisement performance evaluation element, and based on the advertisement. It's a server that evaluates performance.

Here, the advertiser terminal 200 is an apparatus in which an advertiser connects and communicates with the advertisement management system 100 through a network. For example, the advertiser terminal 200 is a computer, a personal digital assistant (PDA), a mobile communication terminal, and a television , TV) can be used.

The advertisement system 100 includes an advertisement executive unit 110, a collection unit 120, an evaluation unit 130, an evaluation result processing unit 140, and an evaluation result management unit 150.

The advertisement executive unit 110 receives the application for the advertisement service from the advertiser terminal 200 and executes the advertisement by providing the advertisement to the user terminal (not shown) according to a predetermined condition. The advertisement executive unit 110 may set a plurality of keywords for the advertisement target and execute the advertisement.

The collection unit 120 collects the advertisement execution result from the advertiser terminal 200 or the advertisement execution unit 110 as a performance evaluation element. The performance factor here includes the number of impressions for that ad, clicks on that ad, total clicks, information about the ad exposed, pay per click (PPC), and click through rate (CTR). ) And post-click visit time.

The evaluation unit 130 receives the performance evaluation element from the collection unit 120, and calculates a performance index indicating the performance of the advertisement on a regular basis based on this. Here, the performance index is calculated based on at least one of ad execution efficiency, ad potential sales, and ad quality. In this case, the evaluation unit 130 may calculate the performance index by differently weighting each of the advertisement execution efficiency, the advertisement potential sales, and the advertisement quality.

The advertisement execution efficiency is an item for evaluating the efficiency of the advertisement result and is calculated based on at least one of a click share rate, an impression rate per registered keyword, and a click rate per impression keyword.

The share clickthrough rate for each keyword is represented by the following equation.

[Equation 1]

Where k is the number of impressions of the advertisement, Ctn is the total number of clicks at the nth impression, and Can is the number of clicks of the advertisement at the nth impression. As such, the average value of the clickthrough rate of the advertisement for each impression, ie, the sum of clicks of the corresponding advertisement for the total number of clicks for each impression, divided by the total number of impressions is the shared clickthrough rate for the keyword.

The shared clickthrough rate for the advertisement target is a value obtained by calculating the shared clickthrough rate for each keyword as described above for all keywords registered in the advertisement target, and weighting the values based on the number of impressions.

In general, when only the number of clicks on an ad target or a keyword is calculated in order to evaluate the efficiency of ad execution, it is difficult to calculate the relative effect of the ad relative to other ads exposed together, and when there are no meaningful clicks on the ad. It is hard to exclude. In contrast, the present embodiment can more accurately calculate the execution efficiency of the advertisement by considering the total clicks and the number of impressions in the advertisement execution efficiency.

The exposure rate per registered keyword is expressed by the following equation.

&Quot; (2) "

Number of keywords exposed / number of registered keywords

That is, the exposure rate per registered keyword is the number of exposed keywords among the plurality of keywords registered for one advertisement target.

The clickthrough rate per impression keyword is shown in Equation 3 below.

&Quot; (3) "

Number of keywords clicked / Number of keywords exposed

That is, the click rate per impression keyword is the number of clicked keywords among the number of keywords exposed to one advertisement target.

On the other hand, advertising potential revenue is an item that evaluates the potential sales contribution without the ranking effect. The user's click on the advertisement may be determined by the ranking of the advertisement as well as factors such as the attractiveness and completeness of the advertisement itself. Therefore, it is necessary to remove the gains selected by the rankings and to evaluate the sales contribution to the advertising itself. This advertising potential revenue can be obtained, for example, by multiplying the historical average PPC by the historical average clickthrough rate, excluding the ranking effect.

Meanwhile, the advertisement quality is an item for evaluating the quality of the advertisement itself, and may be evaluated based on a time for clicking and maintaining the advertisement. For example, if you spend less than a certain amount of time visiting your ad, you can penalize your performance index.

The evaluation result processor 140 determines the profits and disadvantages to be added to the advertiser terminal 200 based on the performance indexes calculated by the evaluation unit 130 and applies them.

For example, the evaluation result processing unit 140 may grant an advertising fee cashback as a benefit if the performance index is high. That is, the evaluation result processing unit 140 may process the advertiser terminal 200 having a performance index greater than or equal to a certain level for a certain period to cache back a certain amount of amount based on the sales for the corresponding period.

In addition, the evaluation result processor 140 may display that the advertisement target of the advertiser terminal 200 having a high performance index is excellent advertisement. Since the performance index is an index that reflects the user's usage history, a high performance index can be regarded as a more beneficial advertisement for other users. Therefore, by displaying an advertisement with a high performance index to increase the attention may be a benefit to the advertiser terminal 200 and other users.

The evaluation result manager 150 notifies the advertiser terminal 200 of the evaluation result. That is, the evaluation result manager 150 may inform the advertiser terminal 200 about the cause of the performance index and the result of the performance index, and may encourage improvement when the evaluation result is less than the reference.

Now, with reference to Figure 2, it will be described in detail the advertising performance evaluation method according to another embodiment of the present invention.

2 is a flowchart of a method for evaluating advertisement performance according to another embodiment of the present invention.

Referring to FIG. 2, the advertisement system 100 receives an advertisement execution result generated in advertisement execution from the advertiser terminal 200 as a performance evaluation element (S210). Alternatively, the advertisement system 100 may collect performance evaluation elements by itself. The performance factor includes the number of impressions, the number of clicks on that ad, the total clicks, information about the ads exposed, the cost per click (PPC), the click through rate (CTR), and the corresponding ads. Post-click visit time.

Thereafter, the advertisement system 100 evaluates the performance of the advertisement by calculating the performance index of the advertiser terminal 200 at regular intervals according to a predetermined evaluation item. As described above, the performance index is based on ad execution efficiency, ad revenue revenue and ad quality based on at least one of shared clickthrough rate, impression rate per registered keyword, and clickthrough rate per impression keyword. The weights of sales and advertising quality may be different.

When the performance index is calculated, the advertisement system 100 determines the profit or disadvantage to be given to the advertiser terminal 200 according to the performance index (S230).

Thereafter, the advertisement system 100 applies the determined profit or disadvantage to the advertiser terminal 200 (S240). That is, if the advertising system 100 determines the advertising cost cashback to the advertiser terminal 200 according to the operating index, the advertising cost is returned to the advertiser terminal 200 according to the determined amount. Also, if it is determined that the advertisement target of the advertiser terminal 200 having a high performance index is to be displayed as an excellent advertisement, the advertisement may be displayed when the advertisement is exposed to the determined advertisement.

Meanwhile, the advertising system 100 transmits the performance index to the advertiser terminal 200 (S250). In this case, when the evaluation result is bad, the advertisement system 100 may transmit a message of encouragement for improving the evaluation result and information on the profit or disadvantage according to the evaluation result.

In this way, by evaluating the result of the advertisement and reflecting the result in the advertisement, it is possible to induce an increase in the sales of the advertiser and the advertisement operator and to improve the quality of the search results provided to the general user.

At least some of the functions of the advertisement system and the advertisement performance evaluation method according to the embodiment of the present invention described above may be implemented in hardware or software coupled to the hardware. Hereinafter, an embodiment in which an advertisement system is coupled to a computer system will be described in detail with reference to FIG. 3.

3 is a schematic diagram of an advertisement system 1000 according to another embodiment of the present invention, wherein the advertisement execution unit 110, the collecting unit 120, the evaluating unit 130, the evaluation result processing unit 140, and the evaluation are described above. Results indicate a system that can be used to perform at least some of the functions of the management unit 150

Referring to FIG. 3, the advertisement system 1000 may include a processor 1110, a memory 1120, at least one storage device 1130, an input / output (I / O) interface 1140, and a network interface 1150. ).

The processor 1110 may be implemented with a central processing unit (CPU), other chipsets, microprocessors, or the like. The memory 1120 may be a medium such as RAM, such as dynamic random access memory (DRAM), rambus DRAM (RDRAM), synchronous DRAM (SDRAM), static RAM (SRAM), or the like. It can be implemented as. The storage device 1130 may include a hard disk, a compact disk read only memory (CD-ROM), a CD rewritable (CD-RW), a digital video disk ROM (DVD-ROM), a DVD-RAM, and a DVD-RW disk. The optical disk may be implemented as a permanent or volatile storage device such as an optical disk such as a blu-ray disk, a flash memory, or various types of RAM. The I / O interface 1140 also allows the processor 1110 and / or the memory 1120 to access the storage device 1130. The network interface 1150 allows the processor 1110 and / or the memory 1120 to access the network.

In this case, the processor 1110 is a program for implementing at least some functions of the functions of the advertisement executive unit 110, the collecting unit 120, the evaluating unit 130, the evaluation result processing unit 140, and the evaluation result managing unit 150. The command is loaded into the memory 1120, and the functions of the advertisement executing unit 110, the collecting unit 120, the evaluating unit 130, the evaluation result processing unit 140, and the evaluation result managing unit 150 are stored in the storage device 1130. By positioning, the operation described with reference to FIGS. 1 and 2 may be controlled to be performed.

The processor 1110, the memory 1120, the storage device 1130, the I / O interface 1140, and the network interface 1150 illustrated in FIG. 3 may be implemented in one computer or distributed in a plurality of computers. It may be implemented.

The embodiments of the present invention described above are not implemented only by the apparatus and method, but may be implemented through a program for realizing the function corresponding to the configuration of the embodiment of the present invention or a recording medium on which the program is recorded.

While the present invention has been particularly shown and described with reference to exemplary embodiments thereof, it is to be understood that the invention is not limited to the disclosed exemplary embodiments, It belongs to the scope of right.

Claims (24)

Collecting unit for receiving the performance evaluation elements that occur in the course of running the ad, and
Evaluation unit for calculating the performance index based on the performance evaluation factor
Lt; / RTI >
The performance appraisal component includes the number of impressions of the advertisement, the number of clicks on the advertisement, and the total number of clicks,
The performance index is calculated based on advertisement execution efficiency, advertisement potential revenue excluding ranking effect, and advertisement quality.
The advertisement includes an advertisement target and a plurality of keywords set in the advertisement target.
The ad execution efficiency is determined based on a keyword share click rate, which is a value obtained by dividing the number of clicks of the advertisement divided by the total clicks for each impression for each of the plurality of keywords, and dividing it by the number of impressions.
The advertising potential revenue is a product of a past average pay per click (PPC) of the advertisement multiplied by a past average click through rate (CTR) excluding a ranking effect. delete In claim 1,
The advertisement execution efficiency is determined in accordance with the weighted average value of the keyword share clickthrough rate for the plurality of keywords. In claim 1,
The advertisement execution efficiency is determined based on the impression rate per registered keyword which is a value obtained by dividing the number of exposed keywords by the number of registered keywords. The method of claim 1 or 4,
The advertisement execution efficiency is determined based on the clickthrough rate per impression keyword, which is a value obtained by dividing the number of clicked keywords by the number of exposed keywords. delete delete delete In claim 1,
The advertisement quality is determined based on the time to click to visit and maintain the advertisement. The method of claim 9,
Ad quality is lowered when the time to click and visit the ad is less than a certain level. In claim 1,
The advertisement system further comprises an evaluation result processing unit for determining and applying the benefits and disadvantages to be given to the advertiser terminal according to the performance index. 12. The method of claim 11,
The evaluation result processing unit,
Advertising system for performing an advertising cost cash back to the advertiser in accordance with the performance index. 12. The method of claim 11,
The evaluation result processing unit,
Advertising system for indicating that the advertisement in the advertisement according to the performance index. In claim 1,
The advertisement system further comprises an evaluation result management unit for notifying the evaluation result of the evaluation unit to the advertiser terminal. As a way for the advertising system to evaluate the performance of an ad,
Receiving performance appraisal elements that occur during the execution of the ad, and
Calculating a performance index based on the performance evaluation factor,
Computing the performance index,
Calculating at least one of ad execution efficiency, ad potential revenue, and ad quality;
The advertisement includes an advertisement target and a plurality of keywords set in the advertisement target.
The ad execution efficiency is determined based on a keyword share click rate, which is a value obtained by dividing the number of clicks of the advertisement divided by the total number of clicks for each impression for each of the plurality of keywords, and dividing it by the number of impressions.
The potential advertising revenue is
The past average pay per click (PPC) of the advertisement multiplied by the past average click through rate (CTR) excluding the ranking effect. delete 16. The method of claim 15,
The advertisement execution efficiency is determined in accordance with the weighted average value of the keyword share clickthrough rate for the plurality of keywords. 16. The method of claim 15,
The ad execution efficiency,
A method of evaluating advertisement performance based on an impression rate per registered keyword, which is a value obtained by dividing the number of exposed keywords by the number of registered keywords. 16. The method of claim 15,
The ad execution efficiency,
A method of evaluating advertising performance that is determined based on the clickthrough rate per impression keyword, which is the number of clicked keywords divided by the number of exposed keywords. delete delete 16. The method of claim 15,
The advertisement quality is determined on the basis of the time to click the visit and maintain the advertisement. 16. The method of claim 15,
Granting a profit or disadvantage to an advertiser terminal based on the performance index, and
Informing the advertiser terminal of the performance index
Advertising performance evaluation method further comprising. 16. The method of claim 15,
Computing the performance index,
The advertisement performance evaluation method of calculating the weight of each of the advertising execution efficiency, the advertising potential revenue and the advertising quality differently.

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