KR101637924B1 - Advertisement service system and the method thereof - Google Patents

Abstract

An advertisement service system using a communication network, the advertisement service system comprising: an advertisement providing unit for executing an advertisement on a cyber space including a plurality of advertisement materials so as to be displayed on a terminal connected through the communication network; An advertisement evaluation unit for generating evaluation information for each advertisement material based on a user's reaction to the plurality of advertisement materials constituting the advertisement for the advertisement executed for a predetermined period of time; And an advertisement control unit for controlling an exposure attribute for each advertisement material constituting the advertisement to be executed next based on the evaluation information for each advertisement material.

Description

[0001] ADVERTISEMENT SERVICE SYSTEM AND THE METHOD THEREOF [0002]

The present invention relates to an advertisement service system and a method thereof. More particularly, the present invention relates to an advertisement service system and a method thereof. More particularly, the present invention relates to an advertisement service system and a method thereof, The present invention relates to an advertisement service system and a method thereof, which can improve an advertisement effect by appropriately adjusting an exposure amount of each advertisement material according to evaluated advertisement performance.

In recent years, it has become common for users to create various Internet contents and share them with other users by expanding the use of various cyberspace (homepage, blog, cafe, internet community, etc.) supporting the diffusion of the Internet use and search function . In such a cyber space, it is possible to provide advertisements (advertisement contents) together with contents, and it is also possible that a user (for example, a publisher) operating a cyber space can earn a profit.

In this regard, online advertising in cyberspace is being promoted. Online advertising is offered in various forms such as search advertisement, banner advertisement, context advertisement.

In the online advertisement, the banner advertisement means a form of advertisement composed of a graphic image in a part of the web page. It looks like a banner and is called a banner. It uses a video file or the like in a predetermined format to pay an advertisement fee. The banner advertisement is also referred to as DA (Display Advertising). In general, one banner advertisement includes a plurality of advertisement materials constituting the banner advertisement.

FIG. 1 is a graph showing the exposure ratios for each advertisement constituting a conventional banner advertisement.

Referring to FIG. 1, an optional banner advertisement may include an advertisement material A, a material B, and a material C. FIG. In the conventional case, the advertisement material A, the advertisement material B, and the advertisement material C constitute an arbitrary banner advertisement at equal exposure ratios as shown in the figure. In addition, the exposure ratios of the advertisement material A, the advertisement material B, and the advertisement material C are set to be constant irrespective of the period so that each advertisement material is exposed at the same rate during the advertisement execution period.

FIG. 2 is a table showing exposure amounts for each advertisement constituting a conventional banner advertisement.

Referring to FIG. 2, a total exposure amount for one random banner advertisement is set for each period, and an exposure amount occupied by each advertisement material is set for the total exposure amount for each day. On Day 1, the daily total exposure was 300, and the daily allocation of creatives A, B, and C was set to 100. On day 2, the daily allocation total exposure is 240, and the daily allocation exposure for creatives A, B, and C is set to 80, respectively. On Day 3, the daily allocation total exposure is 240, and the daily allocation impressions for creatives A, B, and C are set to 80, respectively. In this way, on Day 7, the daily allocation total exposure is 240, and the daily allocation impressions for Creative A, Creative B, and Creative C are set to 80, respectively.

Thus, in the conventional art, when the total exposure amount for each period is varied to 300, 240, 270, 300, 270, 240 and 240 for each day, the exposure amounts of the respective advertisement materials are 100, 80, 90, , 80, and 80, the daily allocation is evenly distributed among each of the creatives.

On the other hand, it can be said that the advertising performance of the banner advertisement is determined according to how well each advertisement material constituting the banner advertisement can give a good response to the users. Some of the creatives are highly responsive to the user, while others have relatively low user response.

However, in the conventional case, even though the daily allocation amount is variable for each advertisement material constituting an arbitrary banner advertisement, even if the daily allocation amount is uniformly distributed among the respective advertisement materials, There is a problem that the inherent advertisement performance is not reflected at all. Accordingly, there is a need for measures to reflect the advertisement performances of each advertisement material for a plurality of advertisement materials constituting an arbitrary banner advertisement in a single allocated exposure amount.

The problem to be solved by the present invention is to evaluate the advertisement performance of each advertisement material for a plurality of advertisements constituting an arbitrary online advertisement, to dynamically reflect the advertisement performance of each advertisement material according to the evaluated performance, And to provide an advertisement service system and a method thereof capable of improving performance.

According to an aspect of the present invention, there is provided an advertisement service system using a communication network, the advertisement service system comprising: an advertisement providing unit for executing an advertisement including a plurality of advertisement materials on a cyber space so as to be displayed on a terminal accessed through the communication network; An advertisement evaluation unit for generating evaluation information for each advertisement material based on a user's reaction to the plurality of advertisement materials constituting the advertisement for the advertisement executed for a predetermined period of time; And an advertisement control unit for controlling an exposure attribute for each advertisement material constituting the advertisement to be executed next based on the evaluation information for each advertisement material.

Preferably, the advertisement material evaluating unit may generate evaluation information for each of the plurality of advertisement materials by comparing the average click rate with the click rates of the respective advertisement materials.

Advantageously, the advertisement regulator can relatively reduce the exposure of the advertisements with relatively low user response based on the evaluation information, as compared with the exposure of the other advertisements.

The advertisement providing unit may generate the advertisement to be executed next by reflecting the adjusted exposure attribute on the plurality of advertisement materials.

Preferably, the advertisement material adjustment unit may adjust at least one of an exposure time, an exposure count, an exposure position, and an exposure area for each advertisement material.

Advantageously, the creative regulator can adjust to replace the specific creative in the advertisement with another creative next time based on the evaluation information for each of the creatives.

Preferably, the advertisement service system may further include a report providing unit for providing the advertiser with a report on the evaluation information and the adjustment of the exposure attribute.

According to another aspect of the present invention, there is provided an advertisement service method of an advertisement service system using a communication network, the method comprising: executing an advertisement including a plurality of advertisement materials for a predetermined period so as to be displayed on a terminal accessed through the communication network; Performing evaluation on each advertisement material based on a user's reaction to a plurality of advertisement materials constituting the advertisement for the executed advertisement; And adjusting an exposure attribute for each advertisement material constituting the advertisement to be executed next based on the evaluation information for each advertisement material.

The step of performing the evaluation for each advertisement material may generate the evaluation information for each advertisement material by comparing the average click rate and the click rates of the respective advertisement materials with respect to the plurality of advertisement materials.

Advantageously, the step of adjusting the exposure attributes for each advertisement material may reduce the exposure of the advertisements with relatively low user response based on the rating information relative to the exposure of the other advertisements.

Advantageously, the step of adjusting an exposure attribute for each advertisement material may adjust at least one of an exposure time, an exposure count, an exposure position, and an exposure area for each of the advertisement materials.

Advantageously, adjusting the exposure properties for each of the creatives may include adjusting the next creative to replace the particular creative with another creative based on the rating information for each of the creatives .

Advantageously, the advertisement service method may further include generating the advertisement to be executed next by reflecting the adjusted exposure attribute to the plurality of advertisement materials.

Advantageously, the advertising service method may further comprise providing the advertiser with a report on the evaluation of each of the advertisement materials and the adjustment of the exposure attributes for the respective advertisement materials.

According to another aspect of the present invention, there is provided a computer-readable recording medium recorded with a computer program that is executable through at least one computer component and includes program instructions for performing an advertisement service of an advertisement service system using a communication network, Executing an advertisement including a plurality of advertisement materials for a predetermined period so as to be displayed on a terminal accessed through the communication network by the execution; Performing evaluation on each advertisement material based on a user's reaction to a plurality of advertisement materials constituting the advertisement for the executed advertisement; And adjusting exposure properties for each of the creatives constituting the advertisement to be executed next based on the evaluation information for the respective advertisement material, .

According to the present invention, when an on-line advertisement including a plurality of advertisement materials is provided on the cyber space, the advertisement effect is measured and evaluated for each advertisement material so that the exposure of the advertisement with low user's response is relatively reduced, By relatively increasing the exposure of this relatively high creative, it can ultimately significantly increase the number of user clicks for that online ad.

FIG. 1 is a graph showing the exposure ratios for each advertisement constituting a conventional banner advertisement.
FIG. 2 is a table showing exposure amounts for each advertisement constituting a conventional banner advertisement.
3 is a diagram illustrating an environment in which an advertisement service method for controlling exposure of a creative according to an exemplary embodiment of the present invention is implemented.
FIG. 4 is a graph showing exposure ratios of advertisement materials constituting an arbitrary banner advertisement served in an advertisement service system according to an exemplary embodiment of the present invention.
FIG. 5 is a table showing an amount of exposure for each advertisement constituting an arbitrary banner advertisement in the advertisement service system according to an embodiment of the present invention.
FIG. 6 is a block diagram of an advertisement service system according to an embodiment of the present invention shown in FIG.
7 is a flowchart illustrating an advertisement service method for controlling exposure of an advertisement material according to an exemplary embodiment of the present invention.
8 is a diagram for explaining an advertisement service method for controlling exposure of an advertisement material according to an embodiment of the present invention.
FIG. 9 illustrates a calculation formula for obtaining a daily distribution exposure amount for each advertisement material according to an embodiment of the present invention.
FIG. 10 is a table showing simulation results showing advertisement performance according to a conventional advertisement service method.
11 is a table showing simulation results showing advertisement performance according to an advertisement service method according to an embodiment of the present invention.
FIG. 12 is a diagram for explaining a proposal for an advertiser to replace an advertisement material in an advertisement service system according to an embodiment of the present invention.
13 is a table showing exposure amount adjustment for each advertisement item associated with the example screen of the e-mail shown in Fig.

The drawings and the following description relate to preferred embodiments of the present invention by way of illustration only. From the following discussion, it should be noted that alternative embodiments of the structures and methods disclosed herein are readily recognizable as possible alternatives that may be employed without departing from the spirit of the claimed invention.

The following description is presented to enable those skilled in the art to practice the invention and is provided within the context of specific applications and their requirements. Accordingly, the following description of embodiments of the present invention is provided for the purposes of illustration only and is not intended to be exhaustive or to limit the invention to the precise form disclosed. Various modifications to the disclosed embodiments will be readily apparent to those skilled in the art, and the generic principles set forth herein may be applied to other embodiments and applications. For example, although a sequence of operations is described with reference to a flowchart, the order of operations may be different in other embodiments if the execution of one operation does not depend on the completion of another operation. Also, independent operations can be performed in parallel. No element, act, or instruction used in the description should be construed as critical or essential to the invention unless explicitly stated otherwise. As used herein, a singular representation shall be understood to include one or more items. If only one item is intended, a "one" or similar language is used. Accordingly, the invention is not limited to the embodiments shown, but the inventors contemplate that their invention includes any patentable subject matter.

3 is a diagram illustrating an environment in which an advertisement service method for controlling exposure of a creative according to an exemplary embodiment of the present invention is implemented.

3, the entire system of the present invention may include a communication network 100, an advertisement service system 200, an advertiser terminal 300, and a plurality of user terminals 400. [ A plurality of user terminals 400 can access an advertisement service system 200 through the communication network 100 and input an arbitrary query word, thereby receiving an advertisement corresponding to a query word, for example, an advertisement material included in a banner advertisement.

The communication network 100 is a network that supports communication between the system and the terminals illustrated in Fig. The configuration of the base communication technology constituting the communication network 100 has no essential effect on the implementation of the present invention.

Further, the communication network 100 can be configured without discriminating the communication modes such as wired and wireless. The communication network 100 may be configured based on any type of communication technology that enables exchange of information between the system and the terminal. Also, various known technologies for reliability and security of the information exchange process can be applied to the communication network 100.

The advertiser terminal 300 may include a digital device including a function for allowing an advertiser to access the advertisement service system 200 and then communicate with the advertisement service system 200. Such a digital device may be an industrial server or a personal computer. Examples of the personal computer include a desktop computer, a notebook computer, a workstation, a PDA, a web pad, a mobile phone, and the like. In addition to the above examples, any digital device having memory means and equipped with a microprocessor and capable of computing can be adopted as a digital device constituting the advertiser terminal 300 according to the present invention.

Specifically, the advertiser terminal 300 can allow an advertiser to input advertisement providing information into the advertisement service system 200, to select a plurality of advertisement images / messages for use in advertisement providing, And an application program or a program module for allowing the user to confirm the advertisement report index showing the click information. Such an application program or program module may be transmitted from the advertisement service system 200.

Meanwhile, the advertiser terminal 300 may be replaced with a website operating server operated by an advertiser in order to provide goods or services.

The advertiser terminal 300 can communicate with the advertisement service system 200 to receive and display an advertisement report provided from the advertisement service system 200.

The user terminal 400 is a digital device including a function for allowing a user to access the advertisement service system 200 through the communication network 100 and communicate with the user terminal 400. The user terminal 400 may be a desktop computer, a notebook computer, a workstation, a PDA, , A mobile phone, and the like, and can be adopted as the user terminal 400 according to the present invention as long as it is a digital device equipped with a memory means and equipped with a microprocessor and capable of computing. In addition, the user terminal 400 may further include a web browser (not shown) program for receiving contents.

Although not shown in FIG. 3, a separate publishing system may be involved in providing advertisements in accordance with embodiments of the present invention. For example, when the user terminal 400 visits a site and inputs a query word, a search result page provided to the user terminal 400 may be provided with, for example, a banner advertisement related to the query word. The banner advertisement may be provided in a part of the search result page by the advertisement service system 200. However, the banner advertisement is not necessarily limited to the banner advertisement, and all functions related to the search result page configuration may be supported by the advertisement service system 200 It does not have to be.

A system for providing a search result page as a response to a query term of the user terminal 400 may be a search engine system separately configured from the advertisement service system 200. [

The advertisement service system 200 can receive the advertisement providing request using the search engine system and provide the banner advertisement related to the query input from the user terminal 400 in a form included in the predetermined position of the search result page .

The advertisement service system 200 communicates with the user terminal 400 and / or the advertiser terminal 300 through the communication network 100. The advertisement service system 200 registers and displays an advertisement according to a request from the advertiser terminal 300, If the advertisement is provided to the user terminal 400, the advertiser can be charged. The advertisement service system 200 may be included in an operation server of an Internet portal site that performs search advertisement, display advertisement, and the like.

The banner advertisement provided by the advertisement service system 200 may include a plurality of advertisement materials. The advertisement service system 200 analyzes the user's reaction for each advertisement material constituting the banner advertisement during the advertisement execution period and feeds back the analyzed user response to newly adjust the exposure ratio of each advertisement material constituting the banner advertisement .

For example, the advertisement service system 200 may display a user reaction indicator (e.g., CTR) for each advertisement material in a predetermined period, for example, a predetermined period, while exposing any banner advertisement including a plurality of advertisements through the communication network 100, For example, the daily banner advertisement is calculated and the exposure ratio of each advertisement material constituting the banner advertisement is adjusted based on the user response index.

Thereafter, the advertisement service system 200 newly constructs the banner advertisement based on the newly adjusted exposure ratio, exposes the newly configured banner advertisement, and displays the user response index (for example, For example, CTR), and performs an operation of adjusting the exposure ratio of the plurality of advertisement materials again based on the calculated user response indicator.

The advertisement service system 200 calculates a user reaction index result for each advertisement material, analyzes the user reaction index, and performs the process of adjusting the exposure ratio every predetermined period, so that the advertisement material with a relatively low user response index gradually Advertisement effectiveness can be improved by decreasing the exposure ratio and increasing the exposure ratio for the advertisement with a relatively high user response index.

FIG. 4 is a graph showing the exposure ratios of advertisement materials constituting an arbitrary banner advertisement served in the advertisement service system 200 according to an embodiment of the present invention.

Referring to FIG. 4, any banner advertisement served in the advertisement service system 200 according to an embodiment of the present invention may include an advertisement material A, a material B, and a material C. The advertisement material A, the advertisement material B, and the advertisement material C constitute an arbitrary banner advertisement at different exposure ratios as shown in FIG. In addition, the advertisement A, the advertisement B, and the advertisement C constitute a random banner advertisement at different exposure ratios by date.

In other words, the advertisement service system 200 according to the embodiment of the present invention may be configured such that each advertisement material (advertisement material A, advertisement material B, and advertisement material A) constituting the banner advertisement during the advertisement execution period (for example, And analyzes the user response to the advertisement material C) and feeds back the analyzed user response to newly adjust the exposure ratio of each of the advertisement materials constituting the banner advertisement.

FIG. 5 is a table showing the amount of exposure for each advertisement constituting an arbitrary banner advertisement in the advertisement service system 200 according to an embodiment of the present invention.

Referring to FIG. 5, in the advertisement service system 200 according to the embodiment of the present invention, one entire exposure amount for a random banner advertisement is set, and an exposure amount occupied by each advertisement material for each day of the total exposure amount Is set. On Day 1, the daily total exposure was 300, and the daily allocation of creatives A, B, and C was set to 100. On day 2, the total daily exposure was 240, and the daily allocation of creatives A, B, and C was set to 60, 40, and 140, respectively. On Day 3, the daily allocation total exposure is 270, and the daily allocation of creatives A, B, and C is set to 50, 60, and 160, respectively. In this way, daily allocation total doses up to day 7 and daily allocation doses of creatives A, B, and C are set.

As described above, according to an embodiment of the present invention, the total dose for one day may be varied by 300, 240, 270, 300, 270, 240, This is a value corresponding to the total assignment of doses described in Fig. 2, the exposure amounts of the advertisement material A, the advertisement material B, and the advertisement material C are 100, 80, 90, 100, 90, 80, and 80 according to the date 5, only the exposure amounts of the advertisement material A, the advertisement material B, and the advertisement material C are evenly distributed to each other on the first day only, and the second day And the like. That is, on the second day, the advertisement material A has 60, the advertisement material B has 40, and the advertisement material C has 140. On the third day, the advertiser A has 50, the advertisement B has 60, and the advertisement C has 160.

FIG. 6 is a block diagram of an advertisement service system according to an embodiment of the present invention shown in FIG.

6, an advertisement service system 200 according to an exemplary embodiment of the present invention includes a search engine 210, an advertisement providing unit 220, a advertisement evaluating unit 230, a advertisement controlling unit 240, A report providing unit 250, a billing processing unit 260, a control unit 270, a database 280, and a communication unit 290. Here, although each component constituting the advertisement service system 200 is shown as being implemented in one device, the present invention is not limited thereto, and each component may be implemented as a separate system, To perform the desired data processing.

According to an embodiment of the present invention, the search engine 210, the advertisement providing unit 220, the advertisement evaluating unit 230, the advertisement controlling unit 240, the report providing unit 250, the accounting processing unit 260, The control unit 270, the database 280 and the communication unit 290 may be program modules in which at least some of them communicate with the user terminal 400 and / or the advertiser terminal 300 and / Can be understood as referring to a device. These program modules may be included in the advertisement service system 200 as an operating system, an application program module, and other program modules, and may be physically stored on various known storage devices. Such program modules may also be stored in a remote storage device capable of communicating with the advertisement service system 200. [ These program modules include, but are not limited to, routines, subroutines, programs, objects, components, data structures, etc. that perform particular tasks or implement particular abstract data types as described below in accordance with the present invention.

The search engine 210 according to an exemplary embodiment of the present invention may be a web document stored in a remote computer connected to a communication network (in the present specification, a web document refers to data such as text, images, , And stores the information on the crawled web document in the database 280. Then, the user terminal 400 provides the web document to the user in response to a request from the user terminal 400 Can be performed.

The advertisement providing unit 220 may perform a function of providing an advertisement to the user terminal 400. That is, when a user of the user terminal 400 inputs a query word through an operation site operated by the advertisement service system 200, the advertisement image / message / advertisement image corresponding to the query word and the message are displayed in the form of a banner advertisement Page, and provide it to the user. At this time, the advertisement providing unit 220 can refer to the database 280 storing the advertisement providing information of the advertiser matched with each query.

The advertisement providing unit 220 may receive advertisement providing information from the advertiser terminal 300 prior to providing the advertisement to the user terminal 400. The advertisement providing information includes the advertisement related to the advertisement, title and description information (T & D, Title and Description) of the advertisement to be provided to the user, and the advertisement providing information can be stored in the database 180. The creative may include an advertiser's advertising image, a message, a flash, and combinations thereof.

The advertisement providing unit 220 may provide not only a response to the search result, but also an advertisement in the form of a banner advertisement. Also, in the case where a separate publishing system is involved in providing the advertisement as described above, the advertisement providing unit 220 does not need to configure all contents provided to the user terminal 400, It may perform only a control function for the advertisement listing.

More specifically, the advertisement providing unit 220 may provide the online advertisement to the user terminal 400 according to the advertisement providing information input through the advertiser terminal 300. The online advertisement in this embodiment may be, for example, a banner advertisement including a plurality of advertisements. The banner advertisement may be configured by exposing a plurality of advertisements according to a predetermined exposure ratio. In this case, the exposure ratio may be a positional exposure ratio, a temporal exposure ratio, and may be a position and temporal exposure ratio.

Online advertisements, such as banner ads, will have a variety of inherent characteristics. Such features may be specified by the application and / or advertiser. These features are referred to below as ad features. For example, in the case of a banner ad, ad features may include images, executable code, and embedded links. Depending on the type of online advertisement, the advertising features may include one or more of the following: text, links, audio files, video files, image files, executable code, embedded information,

The advertisement providing unit 220 may include an advertisement registration function. The advertisement providing unit 220 transmits an advertisement composed of a combination of at least two of text, image, moving picture, audio and the like designated and / or selected by the advertiser at the request of the advertiser terminal 300 to the database 280, As advertisement data. In addition, the advertisement providing unit 220 may provide the advertiser terminal 300 with a predetermined interface, such as a known online advertisement bidding tool, for registering the advertisement. In the general keyword search advertisement, the functions for supporting the bid by the advertiser may be provided by the advertisement providing unit 220. The advertisement providing unit 220 can store information on the advertisement registration of the advertiser through the communication with the database 280 within a necessary range.

The advertisement evaluation unit 230 evaluates the advertisement effect or the advertisement performance of the advertisement material based on the user's reaction to the plurality of advertisement materials constituting the arbitrary banner advertisement. For this purpose, the advertisement creator evaluation unit 230 determines whether or not a user who receives the banner advertisement including a plurality of advertisement materials has received, through the user terminal 400, information about any of the plurality of advertisement materials included in the banner advertisement It is possible to perform a function of determining whether a click event has occurred. More specifically, the user can receive advertisement providing information (for example, a banner advertisement) of the advertiser by inputting a query word into an operating site operated by the advertisement service system 200, (For example, a user's click on the advertisement image / message / flash, etc.) to the database 280, and the click event information Can be stored. In this case, it is preferable that the click information is stored in the database 280 for each advertisement material among the plurality of advertisement materials constituting the advertisement, and the click information is used as information for determining the user's preference for each advertisement material .

When an Internet user using the Internet uses an input device that performs a mouse, a keyboard, or the like to perform an event that specifies a part of the advertisement information provided to the Internet user, May be stored in the database 280. [0050]

When a separate publishing system intervenes, the reaction information collection of the user's provided advertisement may be directly performed by the advertisement evaluation unit 230 of the advertisement service system 200, and the user reaction (selection) Information may also be communicated over a separate communication protocol.

The advertisement evaluation unit 230 may analyze the click information of each advertisement material constituting the banner advertisement and accumulate the analyzed data in the database 280. [ Since the data accumulated in the database 280 reflects a preference of the user for each advertisement material, the advertisement evaluation unit 230 evaluates the result of analysis of the click information for each advertisement material stored in the database 280 And evaluates the advertisement performance or advertisement effect for each advertisement material. The advertisement material evaluation information calculated by the advertisement material evaluation unit 230 may be used in the advertisement material adjustment process performed by the advertisement material adjustment unit 240 to improve the advertisement effect. In addition, the advertisement material evaluation information calculated by the advertisement material evaluation unit 230 may be used as a report to report an advertisement performance or advertisement effect of each advertisement material constituting the banner advertisement to an advertiser, Can be used in the study 250.

For example, the advertisement adjustment unit 240 may adjust an exposure ratio for each advertisement material based on the evaluation information for each advertisement material performed by the advertisement evaluation unit 230. [ That is, the advertisement creator adjustment unit 240 feeds back the evaluated user response for each of the advertisement creatives constituting the banner advertisement by the advertisement creator evaluation unit 230, and calculates the exposure ratio of each advertisement material constituting the corresponding banner advertisement Can be newly adjusted.

The advertisement creator 240 calculates a user reaction indicator (e.g., CTR) for each advertisement material for a predetermined period, for example, a day, and calculates an exposure ratio of each advertisement material constituting the banner advertisement based on the user response indicator Can be adjusted.

The advertisement provider 220 newly configures the banner advertisement based on the newly adjusted exposure ratio by the advertisement creator adjustment unit 240 and exposes the newly configured banner advertisement. When the user reaction indicator (e.g., CTR) for each advertisement material in the next cycle is calculated by the advertisement creator 230, the advertisement creator 240 may calculate a plurality of advertisements based on the calculated user response indicator An operation of adjusting the exposure ratio of the materials again is performed.

Meanwhile, the advertisement material controlled by the advertisement material adjustment unit 240 is not limited to the exposure ratio of each material. For example, in order to provide advertisement information differentiated from other advertisement materials such as the attribute of each advertisement material related to the advertisement information itself transmitted through the search result page, for example, the display font, the font size, The advertisement exposure attribute may also be controlled by the advertisement adjustment unit 240.

The report providing unit 250 may include advertisement performance or advertisement effect of a plurality of advertisement materials included in the advertisement banner, adjustment of the advertisement material, banner advertisement composed of the newly adjusted advertisement material, advertisement performance before and after the advertisement material is adjusted And generate an advertisement report including the improvement effects and provide the advertisement report to the advertiser terminal 300. Accordingly, the advertiser can receive the advertisement report through the advertiser terminal 300, and can easily grasp the reaction of the user for each advertisement material already executed in the advertisement execution by the advertisement report.

The report providing unit 250 may provide an advertisement report in the case of an advertisement execution result request of the advertiser, or may provide the advertisement report every predetermined period (weekly, monthly, beginning, etc.).

In addition, the report providing unit 250 may generate and further provide a comment for an advertisement to be executed in the future, which includes a proposal for a combination of the advertisements that can achieve a better advertisement effect according to a user reaction for each material .

Therefore, the advertiser can easily know whether the user clicks when the advertisement material of the plurality of advertisement materials constituting the banner advertisement is exposed by referring to the advertisement report, The advertiser can actively reflect the advertisements as interesting advertisements.

In addition, the report providing unit 250 may request the advertiser terminal 300 for payment processing after the advertisement execution or before the advertisement execution, or may perform the known charging processing using the deposit of the advertiser.

When the advertisement information provided to the user terminal 800 is specified by the user, the billing processing unit 260 may charge a predetermined fee to the advertiser who registered the advertisement information. For example, the billing processor 260 may be applied to a cost per click (CPC) method in which a bill is generated when a click occurs in an advertisement, or a CPS (cost per sale) method in which billing is performed to generate an advertisement payment in accordance with a sales amount. However, the present invention is not limited to this, and the billing processing unit 260 can perform billing by various billing methods. The bid price inputted by the advertiser, the information on the number of valid clicks inputted by the advertiser, the quality index of the advertisement, past advertisement execution information, and the like can be used to determine the total advertising charge. The billing processing unit 260 may calculate the total billing amount and perform billing for the executed advertisement by updating the account information of the advertiser.

The control unit 270 includes a search engine 210, an advertisement providing unit 220, a advertisement evaluation unit 230, a advertisement control unit 240, a report providing unit 250, a billing unit 260, a database 280 ), And the communication unit 290, as shown in FIG.

 That is, the control unit 270 according to the present invention controls the flow of data from outside or between the respective components of the advertisement service system 200, thereby providing a search engine 210, an advertisement providing unit 220, The advertisement control unit 230, the advertisement providing unit 240, the report providing unit 250, the billing unit 260, the database 280, and the communication unit 290, respectively.

The communication unit 290 may transmit the advertisement report including the evaluation information and the advertisement material adjustment information for each advertisement material analyzed by the advertisement service system 200 to the advertiser terminal 300.

FIG. 7 is a flowchart illustrating an advertisement service method for controlling exposure of an advertisement material according to an exemplary embodiment of the present invention. FIG. 8 is a flowchart illustrating an advertisement service method for controlling exposure of an advertisement material according to an exemplary embodiment of the present invention. Fig.

6 to 8, the advertisement providing unit 220 executes the advertisement for the first day for any banner advertisement composed of the advertisement material A, the advertisement material B, and the advertisement material C (S1).

For example, the user can receive any banner advertisement composed of A, B, and C by inputting a query word to an operating site operated by the advertisement service system 200.

The advertisement evaluating unit 230 may be configured to determine whether a user who receives the banner advertisement including the advertisement material A, the advertisement material B, and the advertisement material selects any of the plurality of advertisement materials included in the banner advertisement through the user terminal 400 It is determined whether a click event has occurred with respect to the advertisement material (S2).

When an Internet user using the Internet uses an input device that performs a mouse, a keyboard, or the like to perform an event that specifies a part of the advertisement information provided to the Internet user, And stores the record in the database 280.

 The creative evaluating unit 230 can analyze an action (e.g., a user's click on the advertisement image / message / flash, etc.) represented by the user during the first day, The click information for the material can be stored in the database 280. [ At this time, the click information may be stored in the database 280 for each advertisement material constituting the advertisement (S3).

The advertisement evaluation unit 230 calculates the click through rate (CTR) for each advertisement material after executing the advertisement for the first day (S4). 7, the CTR of the advertisement material A is 0.04, the CTR of the light material B is 0.03, and the advertisement rate of the advertisement B is 0.03 for the banner advertisement performed on the first day as a result of calculation of the click rate for each advertisement material. The CTR of material C is 0.08. The average CTR for advertising material A, B, and C is 0.05 for the banner ad on day 1. The CTR for the creative is an indicator of the user's response to each of the creatives.

The advertisement evaluation unit 230 analyzes the click information for each advertisement material constituting the banner advertisement. The advertisement evaluation unit 230 compares the CTRs of the respective advertisement materials with respect to the average CTR (S5). Accordingly, the advertisement material evaluating unit 230 evaluates that the CTR of the advertisement material A is 25% lower than the average CTR for the banner advertisement performed on the first day, and the CTR of the advertisement material B is lower than the average CTR 40% lower and CTR of creative C is 60% higher than average CTR.

The advertisement evaluation unit 230 stores the CTR analysis data for each advertisement material performed on the advertisement performed on the first day in the database 280 (S6). The advertisement evaluation unit 230 stores the CTR of each advertisement material in the database 280 with respect to the average CTR for each day so that the advertisement evaluation unit 230 can estimate the CTR of each of the advertisement materials stored in the database 280 Based on the results of the analysis, the advertising performance and the advertisement effect are evaluated for each advertisement material.

When the click rate evaluation and analysis for each advertisement material is performed by the advertisement evaluating unit 230, the advertisement regulating unit 240 updates the CTR analysis result of each advertisement material performed by the advertisement evaluating unit 230 And controls the amount of exposure for each advertisement material (S7). Therefore, even though the exposure amounts of the advertisement material A, the advertisement material B, and the advertisement material C are equal to each other on the first day, in the case of the second day, the creative adjustment unit 240 is 60% For Creative C showing CTR, we increased the amount of exposure, decreased the relative exposure for Creative A, which showed a CTR of 40% lower than the average CTR, and the creature A, which showed a CTR of 25% lower than the average CTR. do.

In this manner, the advertisement creator adjustment unit 240 feeds back the evaluated user response to each of the advertisement creatives constituting the banner advertisement by the advertisement creator evaluation unit 230, The ratio can be adjusted to a new level.

The advertisement providing unit 220 newly configures the corresponding banner advertisement to be executed on the second day based on the newly adjusted exposure ratio by the advertisement material adjusting unit 240 and exposes the newly configured banner advertisement for the second day (S8). When the CTR of each advertisement material on the second day is calculated by the advertisement evaluation unit 230, the advertisement material adjustment unit 240 constructs the corresponding banner advertisement based on the calculated CTR of each advertisement material And performs an operation of adjusting the exposure ratio of each of the advertisement materials again.

FIG. 9 illustrates a calculation formula for obtaining a daily distribution exposure amount for each advertisement material according to an embodiment of the present invention.

In FIG. 9, N is the total number of advertisements constituting a random banner advertisement. ADC ₁ , ADC ₂ , ..., ADC _N are the Nth advertisement material from the first advertisement material belonging to the advertisement. IMP _TOT represents the total daily dose assigned to a given day. IMP _AVG is the average exposure of the assigned doses per day, which represents IMP _TO / N. RIMP _ADCX indicates that one dosage distribution of the X-th creatives (ADC _X), CTR _ADCX CTR is the day the results of the X-th creatives (ADC _X). CTR _AVG represents the average CTR of all creatives the day before.

Referring to Figure 9, the X-th creative the work distribution dosage of (ADC _X) (RIMP _ADCX) is the average exposure amount (IMP _AVG) of the allocation exposure days, the corresponding, the X-th creative day before the (ADC _X) The result is a value that reflects the difference between CTR (CTR _ADCX ) and CTR _AVG of all the advertisements on the day before. Therefore, if the previous result CTR (CTR _ADCX ) of the _Xth advertisement material (ADC _X ) is greater than the previous day average CTR (CTR _AVG ) of each advertisement, then the CTR _ADCX - As the CTR _AVG becomes a positive value, the distribution exposure of the day is increased compared to the previous day. However, if the previous day result CTR (CTR _ADCX ) of the _Xth advertisement material (ADC _X ) is less than the previous day average CTR (CTR _AVG ) of each advertisement material, the CTR _ADCX - As the CTR _AVG becomes a positive value, the distribution dose of the day is decreased compared to the previous day.

FIG. 10 is a table showing simulation results showing an advertisement performance according to a conventional advertisement service method, and FIG. 11 is a table showing a simulation result showing an advertisement performance according to an advertisement service method according to an embodiment of the present invention .

Referring to FIGS. 10 and 11, an advertisement service method according to an embodiment of the present invention, in contrast to an advertisement service method according to the related art, shows improved advertisement performance.

In the simulation result table shown in FIGS. 10 and 11, the CTR applied to each advertisement material shown in FIG. 10 is applied to the advertisement materials shown in FIG. 11 as well. 10 and 11, the CTRs of the advertisement material A, the advertisement material B, and the advertisement material C are 0.0352, 0.03644, and 0.05859, respectively, which are identical to each other. Therefore, when the same CTR is applied to an arbitrary advertisement material by date, it is possible to compare the difference in the final click count for the banner advertisement. In conclusion, while the total number of clicks is 654.7 in the advertisement service method according to the conventional technique shown in FIG. 10, the total number of clicks is 822 in the advertisement service method according to the embodiment of the present invention shown in FIG. Accordingly, it can be confirmed that the advertisement performance is increased by about 125% as compared with the conventional art.

Referring to FIG. 10, in the advertisement service method according to the related art, even if the total exposure amount is variable, the exposure amounts of the advertisement material A, the advertisement material B, and the advertisement material C are divided into three equal parts, I had them. On day 1, the daily total exposure is 3000, and the daily allocation of the creatives A, B, and C is set to 1000, respectively. On day 2, the daily allocation total exposure is 2400, and the daily allocation of creatives A, B, and C is set to 800. On Day 3, the total daily allocation was 2700, and the daily assigned impressions for creatives A, B, and C were set to 900, respectively. In this way, on day 7, the daily allocation total exposure is 2400, and the daily allocation of creatives A, B, and C is set to 880 each.

Thus, conventionally, in the case where the total exposure amount per day is variable to 3000, 2400, 2700, 3000, 2700, 2400, and 2400 by date, the exposure amount of each advertisement material per day is 1000, 800, 900, , 800, and 800, the daily allocation is evenly distributed among each of the creatives.

Here, if the CTR is applied to each date for the simulation, the number of clicks generated by the advertisement on the day is calculated. For example, in the first day, when the exposure amount of advertisement material A is 1000, the click number is simulated as 1000 x 0.004 = 40 as the CTR applied to the advertisement material A is 0.04. In the advertisement service method according to the conventional technique shown in FIG. 10, the doses of the advertisement material A, the advertisement material B, and the advertisement material C are divided into three equal parts The total exposure for the banner ad is 18600, and the exposure for each of the creatives A, B, and C is 5390 . In this situation, the number of clicks is 654.7. Accordingly, it can be seen that the total click rate (CTR) during the corresponding advertisement execution period is 0.0352.

Referring to FIG. 11, an advertisement is executed for the first day for any banner advertisement composed of the advertisement material A, the advertisement material B, and the advertisement material C by the advertisement providing unit 220. The total daily exposure for the banner ad on Day 1 was 3000, and the Creative A, Creative B, and Creative C impressions were 1000 each.

The advertisement evaluating unit 230 determines whether the user who receives the banner advertisement including the advertisement material A, the advertisement material B, and the advertisement material has received a plurality of the advertisement materials included in the banner advertisement through the user terminal 400 It is determined whether a click event has occurred for any of the advertisement materials. When an Internet user who uses the Internet uses an input device that performs a mouse, a keyboard, or the like to generate an event for specifying a part of the advertisement information provided to the Internet user, Is stored in the database 280. [0050] Here, it is assumed that the same CTR as the CTR for the first day applied in FIG. 10 is applied to the advertisement material A, the advertisement material B, and the advertisement material C, so that the CTR of the advertisement material A is 0.04, When the CTR is 0.02 and the CTR of the advertisement C is 0.06, the click amount of the advertisement material A simulated by the advertisement evaluation unit 230 is 40, the click amount of the advertisement material B is 20, The click amount of the material C becomes 60. [

The click evaluating unit 230 analyzes the click information of each advertisement material constituting the banner advertisement. The advertisement evaluation unit 230 compares the CTRs of the respective advertisement materials with respect to the average CTR, and performs evaluation on each of the advertisement materials.

The CTR analysis data for each advertisement material performed for the advertisement executed on the first day by the advertisement evaluation unit 230 is accumulated in the database 280. [

When the click rate evaluation and analysis for each advertisement material is performed by the advertisement evaluation unit 230, the CTR analysis result of each advertisement material performed by the advertisement evaluation unit 230 by the advertisement adjustment unit 240 The amount of exposure for each creative is adjusted. Therefore, even though the doses of the advertisement material A, the advertisement material B, and the advertisement material C were equal to each other on the first day, in the case of the second day, the creative adjustment unit 240 showed a CTR higher than the average CTR on the first day For the advertisement C, the exposure amount is adjusted by increasing the exposure amount, reducing the exposure amount relatively to the advertisement B showing the same CTR as the average CTR and the advertisement A showing the CTR lower than the average CTR. Thus, each of the impressions of the advertisement material A, the advertisement material B, and the advertisement material C determined on the second day are 800, 400, and 1200, respectively. It can be seen that this is compared with the case where the exposure amounts of the advertisement material A, the advertisement material B, and the advertisement material C determined on the second day shown in FIG. 10 are 800.

In this manner, the advertisement material adjustment unit 240 feeds back the evaluated user reaction for each of the advertisement materials constituting the banner advertisement by the advertisement material evaluation unit 230, The exposure ratio of the photocatalyst can be newly adjusted.

The advertisement providing unit 220 newly configures the corresponding banner advertisement to be executed on the second day based on the exposure ratio newly adjusted by the advertisement material adjusting unit 240 on the first day, The banner advertisement of advertisements A, B and C is 800, 400 and 1200, respectively. When the CTR of each advertisement material on the second day is calculated by the advertisement evaluation unit 230, the advertisement material adjustment unit 240 constructs the corresponding banner advertisement based on the calculated CTR of each advertisement material And performs an operation of adjusting the exposure ratio of each of the advertisement materials again.

Thus, in the advertisement service method according to an embodiment of the present invention shown in FIG. 11, when the entire exposure dose is variable, the dose amounts of the advertisement material A, the advertisement material B, and the advertisement material C are reflected The total amount of exposure for each banner advertisement is calculated as 18600 when the simulation is performed from the 1st day to the 7th day, , The exposure of advertisement A is 5683.5, the exposure of advertisement B is 4496.4, and the exposure of advertisement C is 8420.1. In this situation, the total number of clicks is 822. Accordingly, it can be seen that the total click rate (CTR) during the corresponding advertisement execution period is 0.04419.

FIG. 12 is a diagram for explaining a proposal for an advertiser to replace an advertisement material in an advertisement service system according to an embodiment of the present invention.

The advertisement creator 240 according to an exemplary embodiment of the present invention may calculate the number of times the number of times that an arbitrary advertisement material is lower than the average click rate is set to a predetermined number, It is possible to perform a procedure for proposing to the advertiser about replacing or replacing the corresponding advertisement material with another advertisement material.

Referring to FIG. 12, the advertiser is informed that the CTR of any advertisement material has decreased by 20% from 0.05, which is the average CTR of the corresponding advertisement line twice in succession, and an example screen of the proposed email for replacing with another advertisement material is displayed .

13 is a table showing exposure amount adjustment for each advertisement item associated with the example screen of the e-mail shown in Fig.

Referring to FIG. 13, the advertisement is executed by executing the advertisement from the first day to the third day, and replacing the advertisement material B with the advertisement material D from the fourth day. The advertisement evaluating unit 230 and the advertisement regulating unit 240 calculate the click rate for each advertisement material on a daily basis, and compare the average click rate with the average click rate to evaluate the user's reaction for each advertisement material. Based on the evaluation, By adjusting the exposure ratio of each creative by reducing the exposure rate of a low-response creative or replacing it with another, it is possible for each of the creatives to have the maximum advertising performance for any banner advertisement.

Embodiments of the present invention include computer readable media including program instructions for performing various computer implemented operations. The computer-readable medium may include program instructions, local data files, local data structures, etc., alone or in combination. The media may be those specially designed and constructed for the present invention or may be those known to those skilled in the computer software. Examples of computer-readable media include magnetic media such as hard disks, floppy disks and magnetic tape, optical recording media such as CD-ROMs and DVDs, magneto-optical media such as floppy disks, and ROMs, Lt; RTI ID = 0.0 > and / or < / RTI > The medium may be a transmission medium such as optical or metal lines, waveguides, etc., including a carrier wave for transmitting a signal specifying a program command, a local data structure, and the like.

Examples of program instructions include machine language code such as those produced by a compiler, as well as high-level language code that can be executed by a computer using an interpreter or the like.

While the invention has been shown and described with reference to certain preferred embodiments thereof, it will be understood by those skilled in the art that various changes and modifications may be made therein without departing from the spirit and scope of the invention. Therefore, the scope of the present invention should not be limited to the described embodiments, but should be determined by the equivalents of the claims and the claims.

For example, in the exemplary embodiment of the present invention, the adjustment of the exposure amount or the exposure ratio for each advertisement material in the advertisement material adjustment unit has been described. However, the present invention is not limited to this, and various exposure properties of each advertisement material, Time, number of times of exposure, exposure position, exposure area, and the like.

In addition, in the embodiment of the present invention, performance evaluation and exposure control for each advertisement material are described on a daily basis. However, the present invention is not limited to this and the present invention can be applied to various advertisements, , Or may be performed on a time basis.

In addition, although a banner advertisement including a plurality of advertisement materials has been described in the embodiment of the present invention, the present invention is not limited to this, and various types of online advertisements, such as search advertisement, context advertisement, .

100: communication network 200: advertisement service system
210: Search Engine 220: Advertisement Offering
230: Creative evaluation unit 240:
250: Providing a report 260:
270: control unit 280:
290: communication unit 300:
400: User terminal

Claims (15)

As an advertisement service system using a communication network,
An advertisement providing unit for executing an advertisement on a cyber space including a plurality of advertisement materials so as to be displayed on a terminal connected through the communication network;
An advertisement evaluation unit for generating evaluation information for each advertisement material based on a user's reaction to a plurality of advertisement materials constituting the one advertisement for the advertisement executed for a predetermined period of time;
A advertisement control unit for controlling an exposure time for each advertisement material constituting one advertisement to be executed next based on the evaluation information for each advertisement material; And
Generating a proposal content for a combination of the advertisement based on a user's reaction to the advertisement materials and providing a report including the generated proposal content;
The advertisement material adjustment unit adjusts the exposure time of the advertisement materials relatively low in response to the advertisement information based on the evaluation information to be relatively shorter than the exposure time of the other advertisement materials,
Wherein the advertisement providing unit generates one advertisement to be executed next by using the advertisement materials whose exposure ratio is determined by reflecting the adjusted exposure time. The method according to claim 1,
Wherein the advertisement material evaluation unit compares an average click rate and click rates of the respective advertisement materials with respect to the plurality of advertisement materials to generate evaluation information for each advertisement material. delete delete The method according to claim 1,
Wherein the advertisement material adjustment unit further controls at least one of an exposure count, an exposure position, and an exposure area for each advertisement material. The method according to claim 1,
The creative control unit
And adjusts the specific advertisement material to be replaced with another advertisement material in one advertisement to be executed next based on the evaluation information for each advertisement material. The method according to claim 1,
The report providing unit
And provides the advertiser with the report including the evaluation information and the adjustment of the exposure time. An advertisement service method of an advertisement service system using a communication network,
Executing one advertisement including a plurality of advertisement materials for a predetermined period so as to be displayed on a terminal connected through the communication network;
Performing evaluation on each advertisement material based on a user's reaction to a plurality of advertisement materials constituting the one advertisement with respect to the executed one advertisement;
Adjusting an exposure time for each advertisement material constituting one advertisement to be executed next based on the evaluation information for each advertisement material;
Generating an advertisement to be executed next using the advertisement materials whose exposure ratios are determined to reflect the adjusted exposure time; And
Generating a proposal content for a combination of advertisement materials based on a user's reaction to the advertisement materials and providing a report including the generated proposal content,
Wherein adjusting the exposure time for each advertisement material comprises:
And adjusting the exposure time of the advertisement materials having a relatively low user response based on the evaluation information to be relatively shorter than the exposure time of the other advertisement materials. The method of claim 8,
The step of performing the evaluation for each advertisement material includes:
And comparing the average click rate and the click rates of the respective advertisement materials with respect to the plurality of advertisement materials to generate evaluation information for each of the advertisement materials. delete The method of claim 8,
Wherein adjusting the exposure time for each advertisement material comprises:
Wherein at least one of an exposure count, an exposure position, and an exposure area for each advertisement material is further controlled. The method of claim 8,
Wherein adjusting the exposure time for each advertisement material comprises:
And adjusting the specific advertisement material to be replaced with another advertisement material in one advertisement to be executed next based on the evaluation information for each advertisement material. delete The method of claim 8,
The step of providing the report
And providing the report to an advertiser, wherein the advertisement includes an evaluation of each advertisement material and an adjustment of an exposure attribute for each advertisement material. A computer-readable recording medium recorded with a computer-executable program executable through at least one computer component and including program instructions for performing an advertisement service of an advertisement service system using a communication network,
Executing one advertisement including a plurality of advertisement materials for a predetermined period so as to be displayed on a terminal connected through the communication network;
Performing evaluation on each advertisement material based on a user's reaction to a plurality of advertisement materials constituting the one advertisement with respect to the executed one advertisement;
Adjusting an exposure time for each advertisement material constituting one advertisement to be executed next based on the evaluation information for each advertisement material;
Generating an advertisement to be executed next using the advertisement materials whose exposure ratios are determined to reflect the adjusted exposure time; And
Generating a proposal for a combination of the advertisement based on a user's reaction to the advertisement materials and providing a report including the generated proposal content;
Wherein adjusting the exposure time for each advertisement material comprises:
And adjusts the exposure time of the advertisement materials relatively low in user response based on the evaluation information to be relatively shorter than the exposure time of the other advertisement materials.

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