KR101618013B1 - System for providing viral marketing service based on exposure rank - Google Patents

System for providing viral marketing service based on exposure rank Download PDF

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KR101618013B1
KR101618013B1 KR1020150123780A KR20150123780A KR101618013B1 KR 101618013 B1 KR101618013 B1 KR 101618013B1 KR 1020150123780 A KR1020150123780 A KR 1020150123780A KR 20150123780 A KR20150123780 A KR 20150123780A KR 101618013 B1 KR101618013 B1 KR 101618013B1
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advertisement
evaluation
exposure
content
module
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이정호
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이정호
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Priority to PCT/KR2016/005613 priority patent/WO2017039121A1/en

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
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    • G06Q30/0277—Online advertisement
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    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements
    • G—PHYSICS
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    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0272—Period of advertisement exposure
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising

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Abstract

The present invention relates to a system for providing a viral marketing service based on the rank of exposure. The system comprises: an advertisement subject registration module for advertisers to receive and save advertising subjects; a fee condition registration module for receiving detailed conditions of advertising content on a selected advertising subject from the advertisers and storing the same; an advertising fee deposit module for processing the advertising fee deposit received by the advertisers; an advertising contest module for transmitting information about an advertising content including the advertising subjects and fee conditions to marketers included in the marketer group; an exposure rank evaluation platform having an exposure rank verification module for recognizing the rank of exposure of corresponding content when the advertising content written by a marketer participating in the advertising content is exposed on a portal site; and a fee condition module for paying the marketer who wrote the advertisement the advertising fee according to the rank of exposure. By using the system for providing a viral marketing service based on the rank of exposure, intuitive and assured payment of the advertising fee can be achieved and advertising can be made effectively by paying the advertising fee according to the rank of exposure of the advertising content on a portal site.

Description

SYSTEM FOR PROVIDING VIRAL MARKETING SERVICE BASED ON EXPOSURE RANK [0001]

The present invention relates to a viral marketing service providing system based on an exposure rank. More specifically, when an advertiser uses a viral marketing service that pays advertisement expenses to a marketer such as a blogger, the system automatically grasps the exposure rank of contents created by the marketer, To a viral marketing service providing system that prevents a harmful effect of viral marketing for creating content without any gender by selectively paying the advertisement cost for the content of a marketer showing the viral marketing service and opens a new paradigm that can improve the quality of contents .

Viral Marketing is a marketing technique that allows a netizen (general user, blogger, café member, marketer) to advertise / promote a specific product or service voluntarily through e-mail or other propagating medium. As a result, a new word "viral" was created. This viral marketing has attracted attention as a new Internet advertising technique because most of the users have convenient access to the internet due to the development of internet technology. When the company or the advertiser does not directly advertise, Is one of the new marketing services that discriminate against existing advertisements.

Such viral marketing has grown to a remarkable level compared to a short history, and media such as blogs, cafes, and knowledge inquiry services (for example, Naver's intellectuals) are widely used.

This viral marketing is becoming a paid marketing service, and advertisers are paying advertising costs through advertising agencies in exchange for bloggers who create advertisement contents and expose them to specific portal sites.

However, when an advertiser pays advertisement costs to a blogger in advance (prepayment / post-filling method), the blogger is in a bad position to write poor contents without any gender, and on the contrary, (Prepayment / postpayment), there are problems such as delays in blogger's advertisement writing time and delay in payment of advertisement expenses according to the advertiser's satisfaction with the advertisement.

In other words, there are few negative views that the criteria of advertisers 'satisfaction with advertisements and the quality criteria of blogger' s advertisement contents are ambiguous, resulting in ambiguous advertising effects on the investment of advertising expenditures.

In order to prevent this, universally set criteria are such as the number of clicks (valid clicks) or reputation (comment, sympathy) of advertisement contents, and the system and method for providing viral marketing service of domestic patent No. 1538278 A virtual URL issuing means for issuing a virtual URL to an authenticated first user, and a virtual URL issuing means for issuing a virtual URL to the authenticated first user. Valid click confirmation means for confirming valid clicks among the virtual URLs, storage means for recording or storing the virtual URLs, activity types and activity data of the users, reliability of rumors of users using the activity types and activity data of the stored users Calculating the reliability of the rumor to be calculated, calculating the advertisement cost to calculate the distribution ratio of the advertisement through the reliability of the calculated rumor And a method of paying advertising costs according to the calculated ratios to the users who caused the valid clicks, and to pay the advertisement costs for the viral marketing service according to the reliability of the effective clicks and rumors .

However, the viral marketing service, which is paid for by the click, is a method of cost per click (CPC) in the already known overture or online game service, and is a method which is not different from the process of the existing online marketing service. Especially, although there are a variety of marketing services of the CPC scheme, there are structural weaknesses in that malicious clicks are vulnerable to a malicious click while accessing a fixed IP or moving to a floating IP.

In addition, Korean Patent No. 1521982, 'Viral marketing providing system based on questions and answers', is characterized in that viral marketing is carried out while encouraging users' participation as a question and answering method thereof. As an extension, it shows that it is not much different from existing online marketing services.

Therefore, it follows the intuitive and reliable advertisement settlement process of paying the advertisement cost to the advertisement content with the high exposure ranking, but it provides an environment where various marketers such as the general blogger as well as the power blogger can easily participate, There is a need to develop a system that provides new and advanced viral marketing services that are higher and more satisfactory.

SUMMARY OF THE INVENTION The present invention has been conceived to overcome the problems of the above-described technology, and it is an object of the present invention to provide a method and apparatus for distributing advertisement contents to a marketer who creates viral advertisement contents according to the level of advertisement exposure rank, The main objective is to propose a system for providing services.

It is another object of the present invention to provide means for evaluating viral advertisement contents that can satisfy various marketers with a reasonable and various parameters and evaluation criteria that can complement the exposure ranking.

Another object of the present invention is to create an atmosphere and environment for generating high quality viral advertisement contents to new bloggers as well as power bloggers.

Another object of the present invention is to provide an environment for producing advertisement contents in a color that can be pursued or integrated with corporate image by selecting a color as a parameter of the evaluation means.

According to another aspect of the present invention, there is provided a viral marketing service providing system, which is based on an exposure ranking according to the present invention, includes: an advertisement subject registration module for receiving an advertisement subject and storing the advertisement subject; A reward condition registration module for receiving and storing detailed conditions of advertisement contents to be created for the advertisement topic from an advertiser; An advertising cost deposit module for posting advertisement charges from an advertiser; An advertisement contest module for delivering advertisement contest information including the advertisement topic and the reward condition to marketers belonging to a marketer group; An exposure rank evaluation platform including an exposure rank verification module for grasping an exposure rank of the advertisement contents when advertisement contents created by a marketer in response to the advertisement competition are exposed on a portal site; And a compensation module for differentially paying the advertisement cost to the marketer who created the advertisement content according to the exposure ranking.

In addition, the system of the present invention includes an advertisement subject registration module for receiving an advertisement subject and storing and processing the advertisement subject; A reward condition registration module for receiving and storing detailed conditions of advertisement contents to be created for the advertisement topic from an advertiser; An advertising cost deposit module for posting advertisement charges from an advertiser; An advertisement contest module for delivering advertisement contest information including the advertisement topic and the reward condition to marketers belonging to a marketer group; An advertisement content temporary exposure module for exposing the advertisement content created by the marketer to the specific cyber space according to the advertisement topic and the reward condition; A content evaluation module that evaluates the advertisement content by a marketer selected by a marketer group and generates an evaluation ranking; and an exposure requesting unit that requests an advertisement providing server that operates a portal site where the advertisement content is exposed, A rating requesting module and an uploading processing module for uploading the advertisement content to the portal site that requested the exposure ranking; And a compensation module for differentially paying the advertisement cost to the marketer who created the advertisement content according to the exposure ranking.

According to the viral marketing service providing system based on the exposure ranking according to the present invention,

1) It is possible to derive more intuitive and reliable advertising cost payment and advertising effect by paying the advertisement cost differently according to the exposure order of the advertisement contents in the exposure target such as the portal site,

2) Mining the text of the advertisement contents to supplement the advertisement reimbursement and evaluation criteria to supplement the exposure ranking method,

3) The self-evaluation function, which prevents the high ranking of exposure by the power blogger based on the ranking criteria of the portal site itself, reinforces the exposure rank criterion,

4) By requesting the portal site to be exposed on the portal site according to the ranking determined by the self-evaluation, not only a more sound and reasonable exposure ranking method can be created,

5) The advertisement contents are created in consideration of the color which is a part of the corporate image of the advertiser's goods and services, so that it can take a part in the inventory of the corporate image.

1 is a conceptual diagram showing a basic server interworking relationship constituting a system of the present invention;
2 is a block diagram showing a specific configuration of a system of the present invention;
3 is a flow chart schematically illustrating a procedure performed in the exposure rank evaluation platform of the present invention;
4 is a conceptual diagram illustrating a state in which advertisement contents are exposed in an exposure order in an exposure target in the present invention.
5 is a flowchart schematically illustrating a procedure performed in a pre-evaluation platform of the present invention;

Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the accompanying drawings. The accompanying drawings are not drawn to scale and wherein like reference numerals in the various drawings refer to like elements.

FIG. 1 is a conceptual diagram showing a basic server linkage constituting the system of the present invention.

The system of the present invention is based on a CPR (Cost Per Rank), that is, an advertisement charge pricing service based on the exposure rank, in order to overcome the problem in the known CPC viral marketing service, It includes an interface that combines the disadvantages that can be found, that is, the quality of the advertisement contents created by the marketer, to provide a rational and objective ranking method by supplementing the unclear ranking method determined by each portal site itself .

Referring to FIG. 1, the system of the present invention has a configuration in which a plurality of advertiser servers 20, a marketer server 30, and an advertisement providing server 40 including a viral marketing server 10 are linked with each other, It will be appreciated that the server 10 includes an advertising content exposure assessment interface 200.

The viral marketing server 10 of the present invention mediates and interlinks the advertiser server 20 with the marketer server 30 and the advertisement providing server 40. The viral marketing server 10 advertises the advertisements requested by the advertiser to the marketers, And performs a function of checking and verifying the exposure order of the advertisement contents created by the corresponding marketer and exposed by the advertisement providing server 40.

In particular, the advertisement content exposure evaluation interface 200 included in the viral marketing server 10 verifies the exposure rank of the advertisement content created by the marketer or determines the rank of the advertisement content and evaluates the advertisement content, , I.e., a core function for checking / managing the ranking of advertisement contents.

The advertiser server 20 of the present invention is a kind of client server operated by an advertiser. The advertiser server 20 is responsible for requesting an advertisement to the viral marketing server 10, selecting an advertisement subject, and accounting for the advertisement cost.

The marketer server 30 of the present invention is an individual executing entity operated by each marketer and is also a type of a client server, providing an environment for creating advertisement contents in response to open advertisements, uploading the advertisement contents created in the advertisement providing server It serves to expose.

Here, the marketer refers not only to a general user who is not limited to a specific position, but also to a blogger, a café member, and a respondent to a question in a knowledge service, and is not limited to a specific position.

In addition, in the present invention, the advertisement contents are collectively referred to as advertisements made up of various formats and forms / objects created / produced by the marketer, and include various viral marketing formats known as texts, images, And such advertisement contents can be included in a blog of a marketer, a cafe provided in a portal site, a private homepage / mobile page, and the like.

The advertisement providing server 40 of the present invention provides the space and environment in which the advertisement contents created by the marketer are uploaded and exposed. Generally, the advertisement providing server 40 includes a portal site 45 for general / product sale / information providing such as Naver / Google / ). In the following description, the portal site 45 or the exposure target may be referred to as a server.

In particular, the portal site 45 provides a cyber space divided into categories based on detailed sorting or various classification methods so that advertisement contents can be exposed. For example, a blog, a cafe, a knowledge query response interface, The same cyber space can be regarded as a target of advertisement providing advertisement contents, that is, an exposure target.

The configuration and function of the system of the present invention will be described in more detail on the basis of this server linkage relationship.

2 is a block diagram showing a specific configuration of the system of the present invention.

2, the system of the present invention specifically includes an advertisement subject registration module 110, a reward condition registration module 120, an advertisement charge storage module 130, an advertisement publicity module 140, a compensation module 150, And an advertisement content exposure evaluation interface 200. [

The advertisement topic registration module 110 performs a function of allowing the advertiser server 20 to set an advertisement subject by the advertiser server 20 and register the advertisement topic in the storage space of the viral marketing server 10.

For example, if the advertiser is a restaurant operator, the restaurant / restaurant theme will be the subject of the advertisement, and if the advertiser is subdivided, the sorting is performed like a French restaurant, a cafe, Or a list may be processed.

The advertisement topic registration module 110 can present a preset detailed category to an advertiser through a display screen, and can support a function of an advertiser to conveniently select and set an advertisement topic.

In addition, the advertisement subject registration module 110 includes a subject setting unit 111 for setting an advertisement subject, a period setting unit 112 for setting an evaluation period, an exposure target of advertisement contents created by the marketer, for example, And an exposure target setting unit 113 for specifying the exposure target setting unit 113 and the exposure target setting unit 113.

The reward condition registration module 120 of the present invention registers the reward condition of the advertisement subject (for example, a day, a week, a week, etc.) And registers the amount of money to be compensated by the marketer having the specific exposure rank and the compensation condition in the storage space of the viral marketing server 10.

Here, the compensation condition is an exposure order corresponding to 1 to n (n is, for example, 2 to 10), and it is possible to differentiate the compensation amount according to the ranking. For example, the compensation amount may be differentiated so as to pay 1 million won for the first rank and 700,000 won for the second ranking, or the same amount of money may be paid to the marketer who has created the advertisement contents within a certain rank (for example, Can be set to be paid. Furthermore, the compensation condition and the compensation amount may be differentiated according to the degree of recognition of each portal site / mobile page on which the advertisement contents are exposed.

In addition, a compensation criterion may be set so that a specific word is included in the advertisement content under the compensation condition or a function of setting a compensation criterion so that a specific word / phrase is included in the title (title) of the advertisement content. This paper suggests the basics of preparing the detailed criteria for the advertisement cost while reflecting the subjective opinions of the advertisers in various ways.

The advertisement charge deposit module 130 is implemented by the viral marketing server 10, and functions to deposit an advertisement charge to be paid to the marketer by the advertiser.

It is also possible to provide the function of processing the advertisement expenses so that the advertisement cost is selectively executed according to the quality of the advertisement after exposing and ranking the advertisement contents without performing the prepayment of the advertisement cost, It is preferable to process the advertisement fee in advance so as to ensure a sound trading environment.

The advertisement public offering module 140 performs a function of providing the advertiser public information on the viral marketing server 10 to the marketer server 30, that is, the marketer, with the advertisement subject, the reward condition, and the advertisement period described above. Information is displayed in an open call category included in a specific web site provided by the viral marketing server 10 to allow an unspecified number of marketers to recognize and recognize the advertisement or to send a mail, Or may be delivered individually in a mobile message format.

The marketer who has confirmed the open call information provided by the advertisement open call coverage module 140 can provide a basis for determining whether to create the advertisement content according to the open call content.

The marketer creates advertisement contents created by the marketer server 30 in accordance with the public offer information, and uploads the advertisement contents to the viral marketing server 10, thereby registering the advertisement contents. In this case, the advertisement content means, for example, a photograph of a restaurant (a store photograph, a food photograph, etc.) in the case of an advertisement related to a restaurant, and a content about the feelings of the user, (45).

In particular, it is more desirable that the advertisement contents are intended for indirect advertisement by being made of contents containing the opinions and evaluations of the marketers themselves, rather than being too explicit advertisements, because they are focused on viral marketing.

Alternatively, the advertisement content may be registered in the viral marketing server 10, and then the exposure ranking may be evaluated to request the specific portal site 45 to expose the advertisement content according to the ranking. This may be achieved through the advertisement content exposure evaluation interface 200 of the present invention Explain it.

The advertisement content exposure evaluation interface 200 of the present invention exposes advertisement contents created by a marketer to an exposure target (a blog, a cafe, etc. in a portal site), evaluates the exposure rank of freely exposed advertisement contents, May be embodied in an exposure rank assessment platform 300 and a pre-evaluation platform 400, which may include two platforms for determining rankings and exposing advertising content to exposure targets according to their exposure rankings.

3 is a flowchart schematically showing a procedure performed in the exposure rank evaluation platform of the present invention.

The exposure ranking evaluation platform 300 basically includes an exposure ranking verification module 310 for evaluating the exposure ranking of advertisement contents exposed by a marketer and exposed to an exposure target (a blog of a specific portal site, etc.) And a content verification module 320.

The exposure ranking verification module 310 performs a function of grasping the exposure order of the advertisement contents by interlocking with the bot. The exposure ranking evaluation module 311 basically includes the exposure ranking evaluation unit 311, ), And a summation evaluation unit 313 may be further included.

3 is a conceptual diagram illustrating a state in which advertisement contents are exposed in an exposure order in an exposure target according to the present invention.

The exposure rank evaluating unit 311 is responsible for determining the exposure order of the advertisement contents exposed in the exposure target, for example, the blog / cafe of the specific portal site 45, and finally determining the exposure rank or generating the exposure rank information .

This is realized by interfacing with the function of the bot which can analyze the page structure at the exposure target and grasp its position and area.

For example, as can be seen from FIG. 3, the advertisement contents (titles) are exposed sequentially from the top to the bottom in the portal site 45, which means that the order of exposure is grasped by linking with the functions of the bots.

This exposure ranking in the portal site 45 may vary with the passage of time, and the exposure rank evaluating unit 311 may calculate the exposure ranking based on a specific time (for example, 1 minute or 30 minutes, 1 hour (For example, 1 day, 1 week) to process the average of the exposure rankings within the evaluation period, and determine the final exposure rankings .

The compensation condition evaluating unit 312 is configured to compensate the manner in which the evaluation level of the evaluation is determined according to the exposure order, that is, the exposure order is high, in order to prevent the quality of the advertisement content itself from deteriorating.

For example, the exposure rank of the blog of the portal site 45 is adjusted by the exposure ranking determination criterion (the blog keeping period, the number of comments, the number of the user's favorable impressions, etc.) of the portal site 45 itself, It is mainly set in a direction favorable to a power blogger. In other words, there is a problem that the new blogger is ranked in the advertising content of the power blogger who has been verified for a long time even if he creates the good advertisement contents.

In order to prevent such a problem, the compensation condition evaluating unit 312 compensates for the problem that the exposure order is determined based on the portal site 45 itself, that is, it is provided for systematically discovering and cultivating high quality advertisement contents And may be more specific than when an advertiser sets a reward condition to include a specific word in the content or title of the advertisement content. That is, it performs a function of determining whether a word is included in a compensation condition by performing text recognition in association with an opinion mining function.

Specifically, the compensation condition evaluating unit 312 includes a text sensing unit 312a, a good word extracting unit 312b, and a condition determining unit 312c.

The text sensing means 312a converts texts included in the advertisement contents into texts that can be mined and generates text information.

The good word extracting means 312b detects whether or not a word included in the advertisement content, that is, a text word, is included in the advertisement content. For this purpose, the good word extracting means 312b extracts a pre- Is a database of the words containing the meaning of positive evaluation, and it stores the words such as 'good', 'best', and 'delicious ~' as idiosyncratic words. It is possible to extract a good word contained in the text information based on the good word DB. This favorable word extracting means 312b is a means for avoiding a problem that is evaluated by a simple judgment method based on whether a guarantee condition word is included or included several times. In other words, a word or sentence Is a positive element that serves as an advertising function.

The condition determining means 312c counts the number of the good words extracted by the good word extracting means 312b and at the same time counts whether or not the word set in the compensation condition is included in the text information, And evaluates the number of high and low values by summing them to generate the compensation condition conforming numerical information. The numerical information corresponding to the compensation condition can be set to a higher value as the compensation condition is satisfied, so that it is possible to provide a basis for performing differential processing on whether or not the compensation condition is satisfied according to the value of the numerical value.

The summation evaluation unit 313 sets the exposure ranking and the matching condition numerical information as independent variables according to a processing criterion such as a multiple regression analysis method, and then assigns weights or performs a summation process to generate final evaluation ranking information Role.

That is, the compensation condition evaluating unit 312 and the summation evaluating unit 313 may be used to calculate the advertising cost more appropriately including various evaluation factors or criteria other than the exposure order, or to provide a basis for judging high quality advertisement contents .

The content verification module 320 is further provided to further supplement the function of the compensation condition evaluator 312 by the opinion mining function. That is, the content verification module 320 is substantially higher in level And evaluates the quality of the viral advertisement, that is, the quality of the advertisement content, together with the exposure order, and provides a role of performing a substantial complementary evaluation.

In other words, if the reward condition evaluating unit 312 provides an automatic determination function by linking with an Opinion Mining program, the content verification module 320, which will be described later, Evaluation function.

Specifically, the content verification module 320 includes an evaluation stage collection unit 321, an evaluation condition setting unit 322, a scrap processing unit 323, an evaluation layout creation unit 324, an evaluation unit 325, a ranking determination unit 326 ).

The evaluation stage collecting unit 321 collects and selects an evaluation stage for verifying at least one advertisement content having a specific ranking in the exposure order. For example, a plurality of marketers, i.e., a marketer group, , Or in a different field, that is, when the evaluation target is a restaurant, a recruiting is conducted for a marketer who specializes in household appliances, and the recruiting method is also uploaded to a web site managed by the viral marketing server 10 And can be recruited on a first-come, first-served basis or individually designated by a specific marketer.

The evaluation condition setting unit 322 performs a function of setting a detailed evaluation item for the advertisement content to be evaluated. For example, the evaluation condition setting unit 322 may set an evaluation criterion for the number of images (for example, Setting), whether or not the role as indirect advertisement is fulfilled, and specificity can be designated, and it is possible to process such that it is set by the advertiser or selects a specific item among predetermined evaluation items. At this time, the advertisement content to be evaluated can be selected as the target that corresponds to the exposure order of n (for example, 2 to 10) from the top.

 The scrap processing unit 323 is interlocked with the function of the above-mentioned bot. The scrap processing unit 323 clicks the title or link item of the advertisement content in the specific portal site 45 in which the advertisement content to be evaluated is exposed, And performs a function of scrapping the details of the exposed advertisement contents.

The evaluation layout creation unit 324 creates the evaluation content by including the scrapped advertisement content in the scrap processing unit 323 in a predetermined layout. The layout according to the present invention is a frame for storing scrap-processed advertisement contents, and a plurality of advertisement contents can be recorded by dividing a space into one layout.

That is, the scrap processing unit 323 and the evaluation layout creation unit 324 serve to change the specific format so that the population, which is the subject for evaluating the evaluation target, can visually evaluate, And provide a basis for performing objective assessments within the framework.

The evaluation unit 325 provides the population with the evaluation questionnaire in which the evaluation content and the evaluation condition item are recorded, and allows the population to evaluate (e.g., assign a numerical value such as a score) to each evaluation condition and collect it again Calculates the next detailed evaluation item, and finally derives / generates the evaluation numerical information. Scores based on these evaluation items may be processed openly to the population or to all marketers to ensure fairness in the future.

The ranking unit 326 sums the evaluation value information evaluated by the evaluation unit 325 with the exposure ranking and the compensation condition matched numerical information and determines the evaluation ranking of the final advertisement content according to the sum of the summed values Update processing.

That is, it is possible to determine the quality such as the actual quality and the excellence of the advertisement contents by integrating the exposure ranking, the numerical information in accordance with the compensation condition, and the evaluation numerical information, so that it is possible to complement the problem of determining the quality only by the exposure ranking do.

In other words, the content verification module 320 may directly evaluate the advertisement contents by the population, thereby avoiding the formal evaluation method, and to generate more high-quality and high-quality advertisement contents It is possible to establish a foundation.

5 is a flowchart schematically showing a procedure performed in the pre-evaluation platform of the present invention.

In the present invention, the pre-evaluation platform 400, which is another platform of the advertisement content exposure evaluation interface 200, is a system in which the advertisement providing server 40, that is, the exposure target (portal site) A function of requesting the portal site 45 to determine the exposure ranking and to reflect it on the corresponding portal site 45 in cooperation with a plurality of portal sites 45 in order to solve the problems operated by the portal site 45.

Specifically, the pre-evaluation platform 400 includes an ad content temporary exposure module 410, a content evaluation module 420, an exposure ranking request module 440, and an upload processing module 450.

The advertisement content provisional exposure module 410 may not directly upload the advertisement content created by the marketer to the exposure target such as the portal site 45 but may add the advertisement content to the specific web site operated by the viral marketing server 10 Exposure is performed.

In other words, it provides a website address or uploader program to be uploaded to the marketer, and induces pre-exposure to the viral marketing server's web site in advance.

In other words, when the advertisement contents are uploaded to the specific portal site 45, since the exposure order is determined based on the portal site 45 itself, the system itself may determine the exposure order and reflect the exposure ranking on the portal site And to expose them to the population.

Like the content verification module 320 described above, the content evaluation module 420 includes an evaluation stage collection unit 421, an evaluation condition setting unit 422, a scrap processing unit 423, an evaluation layout creation unit 424, an evaluation unit 425 ), A ranking determining section 426 (here, the ranking determining section performs the same function in a state including only the evaluation value information or the color matching index to be described later), and omits the detailed function because it is a redundant description do.

The color evaluation module 430, which may be additionally included in the pre-evaluation platform 400, analyzes the colors of the images included in the advertisement contents based on the plurality of colors selected by the advertiser and performs matching processing to determine whether the advertisers have desired color tones And sets the color of the advertisement content as a parameter for the advertisement evaluation and at the same time, performs a change processing of the color of the advertisement content with the color set by the advertiser.

Currently, the concept of displaying sensibility of the user based on a specific color among various information provided in the image is disclosed. Accordingly, the present inventors set up representative colors that can represent their own products or products in the advertisement contents, establish the identities of the advertisement contents through the advertisements, and simultaneously match the colors included in the images with the representative colors in the advertisement contents created by the marketer , Or to perform differentiation of the evaluation according to whether they match or to perform a function of partially changing the color of the image of the advertisement contents in a representative color.

More specifically, the color evaluation module 430 includes a representative color setting unit 431, an advertisement content color analyzing unit 432, a matching unit 433, and a color changing unit 434.

The representative color setting unit 431 sets a representative color by providing a color library to an advertiser so as to select a plurality of colors or receives an image informing advertisers of products and services from an advertiser and extracts a specific color from the advertisements, Color, and so on.

That is, the representative color setting unit 431 sets the representative color related to the color, which is a part of the corporate image, that is, the corporate identity (CI), as the representative color. Here, the representative color is not necessarily one color Or may be a plurality of color groups composed of 2 to 4 color groups or gradation of lightness and saturation in a specific color.

The advertisement content color analyzer 432 performs a function of analyzing colors of a plurality of images included in the advertisement content created by the marketer by the color separation technique and other methods, which are one of the color analysis methods, To extract 2 to 5 colors that dominate each image and designate it as a 'comparison color'. As an example of such a color analysis method, when analyzing on the basis of 256 colors, when there are 15 colors in a specific image, high and low areas of the areas occupied by the respective colors can be distinguished and high color areas can be selected in priority order.

As a criterion and method for grasping and analyzing image colors of advertisement contents, it is possible to divide the identification image into specific segments, and then determine the representative colors as the representative colors through the color separation for each segment. Alternatively, if the identification image is a photograph, the user may designate the focus area, and then the representative color may be determined through color separation in the focus area.

At this time, although it is possible to determine the comparison color within a wide range such as four primary colors, it is preferable to present more various color determination criteria such as 256 colors and 512 colors in advance in order to determine more various comparison colors.

The matching unit 433 performs a function of matching the representative color and the comparison color to generate a color matching index. In other words, the matching index is the same color as the representative color and the plurality of comparison colors (the same range can be set even if there is a difference in brightness / saturation within an error range or a predetermined similar range) The index rises.

The color changing unit 434 determines the difference between the representative color and the comparison color to partially change the comparison color to the representative color.

For example, only the brightness or saturation of the comparison color can be changed to match the brightness or saturation of the representative color, or the color of any one of the comparison colors can be replaced with the representative color. Such a method of changing the color can be performed in conjunction with an image-related program. The color changing unit 434 may change the color of the image included in the advertisement contents to match the representative color so as to match with the corporate identity.

When such a color evaluation module 430 is implemented, the above-described ranking unit 426 adds the color matching index to the evaluation value information derived by the content evaluation module 420 to determine a final ranking Color evaluation can be used as one evaluation standard, and a more colorful and reasonable evaluation standard can be achieved.

According to the color evaluation module 430, the color of the advertisement can be controlled based on a unique parameter called the representative color, and furthermore, the identification image including the color that the conscious user can represent can be displayed in his or her mood It is possible to provide a characteristic of pursuing diversity in use of the identification image.

The exposure ranking request module 440 may request the advertisement providing server 40 including the portal site 45 linked to or affiliated with the system of the present invention based on the rank determined by the ranking unit 426, So as to process the request.

At this time, since the portal site 45 also has its own exposure standard, it may not be exposed according to the ranking provided by the exposure ranking request module 440, but the portal site 45 may be exposed to the exposure ranking during a specific period (for example, And presents a criterion reflecting this in the portal site (45).

The uploading processing module 450 performs a function of uploading the evaluated advertisement contents to the corresponding portal site 45, which has been requested by the viral marketing server 10 as the subject of the exposure order. Accordingly, the advertisement contents can be finally exposed in the portal site 45 according to the requested ranking.

As a result, a marketer such as a power blogger monopolizes a high exposure ranking, and a vast amount of viral marketing data created by a small number of power bloggers is exposed in a top rank, thereby allowing a marketer such as a new blogger to create high quality advertisement contents A healthy environment can be achieved.

The compensation module 150 of the present invention plays a role of paying the advertisement cost to the marketer who created the corresponding advertisement contents according to the ranking of the advertisement contents, that is, the exposure ranking and the evaluation ranking. At this time, a criterion for paying the advertisement cost may be additionally provided according to the exposure period. The process of paying the compensation determined by the compensation module 150, that is, the advertisement fee, follows a known advertisement payment scheme, so a detailed description thereof will be omitted.

Unlike the viral marketing service technology according to the known CPC method in which a malicious click may be caused according to a system having such a configuration and a function, since the advertisement cost is paid based on the exposure ranking, the advertising efficiency is determined more intuitively and certainly In addition to complementing the problem of determining the exposure ranking by the transparency of the portal site itself, it can also evaluate the quality level of the advertisement contents according to the self-examination, thereby creating an environment in which higher-level advertisement contents can be created It is possible to do.

As described above, the configuration and operation of the viral marketing service providing system based on the exposure ranking according to the present invention are described in the above description and drawings, but the present invention is not limited to the above description and drawings. And it is to be understood that various changes and modifications may be made without departing from the spirit of the invention.

10: viral marketing server 20: advertiser server
30: a marketer server 40: an advertisement providing server
45: portal site 110: advertisement topic registration module
111: subject setting unit 112: period setting unit
113: exposure target setting unit 120: compensation condition registration module
130: advertisement cost deposit module 140: advertisement publicity module
150: compensation module 200: advertisement content exposure evaluation interface
300: exposure ranking evaluation platform 310: exposure ranking verification module
311: Exposure rank evaluation unit 312: Compensation condition evaluation unit
312a: Text detection means 312b: Favorable word extraction means
312c Condition determination means 313:
320: Content verification module 321:
322: Evaluation condition setting unit 323: Scrap processing unit
324: evaluation layout creation unit 325: evaluation unit
326: Ranking section 400: Pre-evaluation platform
410: ad content temporary exposure module 420: content evaluation module
421: Assessment stage collecting section 422: Evaluation condition setting section
423: scrap processing section 424: evaluation layout creating section
425: Evaluation unit 426: Ranking unit
430: Color evaluation module 431: Representative color setting section
432: Advertisement content color analyzing unit 433: Matching unit
434: color changing unit 440: exposure ranking request module
450: Uploading processing module

Claims (6)

A viral marketing service providing system based on exposure ranking,
An advertisement subject registration module for receiving an advertisement subject and storing the advertisement subject;
A reward condition registration module for receiving and storing detailed conditions of advertisement contents to be created for the advertisement topic from an advertiser;
An advertising cost deposit module for posting advertisement charges from an advertiser;
An advertisement contest module for delivering advertisement contest information including the advertisement topic and the reward condition to marketers belonging to a marketer group;
An advertisement content temporary exposure module for exposing the advertisement content created by the marketer to the specific cyber space according to the advertisement topic and the reward condition;
A content evaluation module that evaluates the advertisement content by a marketer selected by a marketer group and generates an evaluation ranking; and an exposure requesting unit that requests an advertisement providing server that operates a portal site where the advertisement content is exposed, A rating requesting module and an uploading processing module for uploading the advertisement content to the portal site that requested the exposure ranking;
And a compensation module for differentially paying the advertisement cost to the marketer who created the advertisement content according to the exposure ranking,
The content evaluation module,
An evaluation unit collecting unit for collecting and selecting evaluation groups for verifying the advertisement contents from the marketer group;
An evaluation condition setting unit that sets an evaluation item for the advertisement content;
A scrap processing unit for scrapping the advertisement content to be verified;
An evaluation layout creating unit for creating the evaluation content by including the scrapped advertisement content in a predetermined layout,
An evaluation unit for providing the evaluation unit with the evaluation content and the evaluation questionnaire in which the evaluation condition is recorded so as to allow the evaluation unit to evaluate the evaluation content and generate evaluation numerical information;
And a ranking decision unit for deciding a final evaluation ranking in accordance with the ranking of the evaluation numerical information,
The pre-
A representative color setting unit for allowing the advertiser to select a plurality of colors from the color library provided to the advertiser and setting the colors as representative colors,
An advertisement content color analyzer for analyzing images included in the advertisement content by color separation to set 2 to 5 comparison colors;
And a matching unit for comparing the representative color with a comparison color to generate a color matching index whose numerical value is determined as a high value of the number of colors judged to be the same color,
Wherein the ranking unit comprises:
Wherein the color matching index is added to the evaluation numerical information and the final evaluation ranking is determined according to the sum of the color matching index and the color matching index. delete delete delete delete delete
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