KR101945726B1 - Contents-converging dynamic advertising system - Google Patents

Abstract

The present invention relates to a content fusion type dynamic advertisement providing technology and method, and more particularly, to a content fusion type dynamic advertisement providing method and method for generating and managing meta information for all media advertisement contents reproduced by the digital inter- The present invention relates to a system for providing an advertisement or information recommendation suitable for confirming a digital signage close to a mobile device via BLE / GPS and executing digital signage content being played back when an application of the mobile device is executed. It is possible to maintain the advertisement contents of the signage as it is and to transmit the additional information only when the buyer is interested in the product of the digital signage contents. Thus, there is no sense of rejection to the buyer, Can be increased.

Description

{CONTENTS-CONVERGING DYNAMIC ADVERTISING SYSTEM}

The present invention relates to a content fusion type dynamic advertisement system, and more particularly, to a content fusion type dynamic advertisement system including at least one digital signage capable of wired / wireless communication with the following advertisement or information providing server and a mobile device; A meta information management module for editing meta information of the first content using a meta information authoring tool, and a meta information management module for editing the meta information of the first content using the meta information management module, A reproduction information tracking module for collecting playback information of the first content being played back in the digital signage, and a playback information tracking module for recording the advertisement or information crawled from the external data source An advertisement or information providing server including an advertisement or an information matching and recommendation engine for comparing the second content with the first content to recommend similarity to the mobile device and recommending the second content to the mobile device; A content fusion including a mobile device in which an advertisement or information matching with the first content that is shared with the digital signage and which is being reproduced in the adjacent digital signage, and an application capable of receiving and receiving second content recommendation results of the recommendation engine, Type dynamic advertisement providing system.

In recent years, as the mobile environment evolves so rapidly that it can not be compared with the previous years, in the advertising market, there are also display posts, in-app ads, text ads, In recent years, various types of advertisements such as location-based advertisement, augmented reality advertisement, and compensation advertisement have appeared, and interest in mobile advertisement is increasing. However, current mobile advertising has various problems such as below profitability due to low advertising price, doubts about advertiser's mobile advertising effectiveness, and consumer's rejection of mobile advertisement.

First, the present mobile advertisement is displayed simply / indiscriminately, rather than providing information of the product when the consumer desires. For example, if you read news articles via mobile, you can see that ads that are not of interest at all appear indiscreet at the top, bottom or even in the middle of the article. Therefore, these ads are not only effective in advertising itself, but also cause consumers to feel rejection.

Second, from the indiscreet advertisement, [1] suggested personalized recommendation advertisement method 'Retargeting' when browsing website through browsing history of user's web site, Of course, is being applied to mobile. (Need to refer to existing patent or non-patent literature), but it is merely a re-advertisement or related advertisement for items that the user was interested in in the past. In other words, we can not be sure that the user is interested in the product at this point. Also, it is impossible for the consumer to show the relevant advertisement or information at the point of contact with the actual interest goods.

Third, in the case of the existing digital signage, in order to transmit the related product or the supplementary information to the user like the digital signage contents, the relevant information must be directly exposed in the digital signage contents. However, this method may interfere with the experience of digital signage content consumption, which may cause a negative feeling to consumers, and may also deteriorate the quality of digital signage content itself. However, in order to receive the contents desired by the user, the user has to have the desired information and the prior knowledge of the contents, directly input the related search keyword into the screen and the character input device of the smartphone, , Most smartphone users find it difficult to input accurate search keywords because they feel annoyed.

Accordingly, a method of providing a personalized advertisement reflecting the taste of each smartphone user has been developed. Korean Patent Laid-Open Publication No. 2004-104648 discloses a personalized content recommendation apparatus comprising: a situation information analyzing unit for analyzing situation information and extracting a recommended content group according to a current situation from among recommended target contents; A profile analyzer for analyzing user profile information and extracting a recommended content group according to a user profile from among the contents extracted by the situation information analyzer; A use history analyzing unit for analyzing usage history information and extracting a recommended content group based on usage history information among the contents extracted by the profile analyzing unit; A recommendation analyzing unit for analyzing the content information recommended by the human network on the social network and extracting content from the content extracted by the profile analyzing unit in accordance with recommendation information of the social network network; And a popularity analyzing unit for extracting popular contents according to the number of views among the recommended contents, wherein the usage history analyzing unit, the human network recommendation analyzing unit, and the personalized contents extracted from the popularity analyzing unit are sorted by date, , A recommendation order, and a popularity order. Also, Korean Patent Laid-Open Publication No. 8-88635 discloses a method for creating, managing and realizing a bucket list (a list of things that an individual wants to do) via a personal terminal 100 to a user on a social network service (SNS) And providing a platform based on a bucket list to receive advertisements to receive advertisements and to generate revenue by securing users who utilize the platform.

However, the conventional personalized advertisement providing method including the above documents is a method in which a user directly inputs personal information and an interest field, or a personal information such as an individual purchase history, And thus there is a possibility that the user's response will be lowered and there is an inadequate aspect to provide advertisements in various fields. In recent years, SNS such as facebook through artificial intelligence and big data analysis has provided customized advertisement to user through analysis of user's search history and field of interest. This technique is also advanced as compared with conventional personalized advertisement, but it does not fully reflect personal interests.

Recently, the applicant of the present invention has been studying a method of analyzing a photograph stored in a user's smartphone or a server synchronized with the smartphone and analyzing the label information Extracting the first label information, and transmitting the first label information to the server; Ii) normalizing the first label information according to Equation 1 and generating and storing it as a customer vector; Iii) extracting and normalizing the label information by analyzing the divided digital advertisement media contents into picture frames, generating and storing the extracted label information as an advertisement vector; Iv) comparing the customer vector and the advertisement vector to determine similarity; (V) providing a user with a high degree of similarity to a user of a personalized advertisement media content providing method (Korean Patent Application No. 10-2017-0002751).

US 20110238496 A1 Korean Patent Publication No. 2012-104648 Korean Patent Publication No. 2012-88635

Anja Lambrecht and Catherine Tucker, "When Does Retargeting Work? Information Specificity in Online Advertising", Journal of Marketing Research (2013)

SUMMARY OF THE INVENTION Accordingly, it is an object of the present invention to provide a digital signage system capable of advertising only simple media content and allowing a user to access detailed information and additional information about the digital signage content through a mobile device in the vicinity of the digital signage Thereby providing detailed information to the purchaser without any sense of resistance and delivering the relevant information immediately when the buyer desires.

According to an aspect of the present invention, there is provided a mobile communication terminal comprising: at least one digital signage capable of performing wire / wireless communication with an advertisement or information providing server and a mobile device; A meta information management module for editing meta information of the first content using a meta information authoring tool, and a meta information management module for editing the meta information of the first content using the meta information management module, A reproduction information tracking module for collecting playback information of the first content being played back in the digital signage, and a playback information tracking module for recording the advertisement or information crawled from the external data source An advertisement or information providing server including an advertisement or an information matching and recommendation engine for comparing the second content with the first content to recommend similarity to the mobile device and recommending the second content to the mobile device; A content fusion including a mobile device in which an advertisement or information matching with the first content that is shared with the digital signage and which is being reproduced in the adjacent digital signage, and an application capable of receiving and receiving second content recommendation results of the recommendation engine, Type dynamic advertisement providing system.

In addition, the present invention provides a content fusion type dynamic advertisement providing system further including an advertisement database storing third contents which are connected with the advertisement or information matching and recommendation engine to be compared with the first contents.

In addition, the present invention provides a content fusion type dynamic advertisement providing system, wherein location information sharing between the digital signage and the mobile device is performed through GPS or Bluetooth wireless communication.

Further, the present invention is characterized in that the degree of similarity between the first content and the second content is determined by comparing meta information of each content with an elastic search engine based on a similarity measure. Providing system.

Further, the present invention is characterized in that the similarity between the first content and the third content is determined by comparing meta information of each content with an elastic search engine based on a similarity measure. Providing system.

In addition, the present invention provides an information processing apparatus, comprising: an application usage log storing log information of a user including a usage pattern of a user in the mobile device; a user preference analysis module for analyzing a user's preference in the application usage log; And a user preference database storing a user preference.

The present invention can maintain the existing advertisement contents of the digital signage as it is and can transmit the additional information related to the advertisement only when the buyer is interested in the advertisement appearing in the digital signage contents, And the probability of leading to actual purchasing as well as the advertising effect of existing digital signage can be increased.

1 is a system configuration diagram of an embodiment of a content fusion type dynamic advertisement providing system according to the present invention;
FIG. 2 is a flowchart for understanding a driving sequence of an embodiment of a content-fusion-type dynamic advertisement providing system according to the present invention.
FIG. 3 is an explanatory diagram for explaining a matching method for an advertisement and a supplementary information matching engine according to an embodiment of the present invention; FIG.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS The present invention will now be described in detail with reference to the drawings attached hereto.

1 is a system configuration diagram of a content fusion type dynamic advertisement providing system according to an embodiment of the present invention. As shown in FIG. 1, the system for providing a content-fusion dynamic advertisement according to the present invention includes at least one digital signage capable of performing wire / wireless communication with an advertisement or information providing server and a mobile device. A meta information management module for editing meta information of the first content using a meta information authoring tool, and a meta information management module for editing the meta information of the first content using the meta information management module, A reproduction information tracking module for collecting playback information of the first content being played back in the digital signage, and a playback information tracking module for recording the advertisement or information crawled from the external data source An advertisement or information providing server including an advertisement or an information matching and recommendation engine for comparing the second content with the first content to recommend similarity to the mobile device and recommending the second content to the mobile device; And a mobile device in which an application capable of receiving and reproducing the second content recommendation results of the advertisement or information matching and the recommendation engine associated with the first content being played back in the adjacent digital signage is shared with the digital signage. As shown in FIG. 1, the system for providing a content-fusion dynamic advertisement according to the present invention includes an advertisement database storing a third content, which is connected to the advertisement or the information matching and recommendation engine, As shown in FIG.

FIG. 2 is a system flow diagram for understanding a driving sequence of an embodiment of a content-fusion-type dynamic advertisement providing system according to the present invention. As shown in FIG. 2, the operation of the content fusion dynamic advertisement providing system of the present invention starts from adding the first contents to be reproduced in the digital signage to the advertisement or information providing server. When the first content to be reproduced in the digital signage process of FIG. 2 is completed, the meta information of the first content added through the content meta information editing tool of the second process can be added or edited. Also, in step 3, a third content, which is separate advertisement data to be exposed from the user's mobile device, is added to the advertisement DB in advance with respect to the first content. In step 4, the second content, i.e., the external data source, is scrapped. Here, the meta information addition / editing process, which is the second process, can be performed only after the first content addition process, which is the first process, is performed. The third content, which is a self- Can be made at any time in any order. All subsequent steps should be described on the assumption that the steps 1, 2, 3, and 4 described above have been performed at least once in advance.

In step 5 of FIG. 2, the first content to which meta information is added is transmitted to a predetermined digital signage and reproduced. The digital signage reproduces the first content and transmits the reproduction information of the first content being reproduced to the advertisement or information providing server. The advertisement or information providing server tracks the reproduction information of the first contents reproduced by each digital signage in real time through the real-time media tracking system, and through which the part of the first contents is reproduced In real time. Also, the advertisement or information providing server may be linked to digital signage and mobile device by wired / wireless communication, and transmits the results of the advertisement or information matching and recommendation engine to the mobile device based on the meta information of the digital signage content, The first content and the second content and / or the third content associated therewith. In the present invention, the above-mentioned wired / wireless communication is not particularly limited and any known wired or wireless communication can be applied.

When tracking the playback information of the first content being played back in the digital signage being reproduced by the advertisement or information providing server through the process 5 in real time, the specific digital signage, which is the sixth process in FIG. 2, When a user having a mobile device executes a mobile app, the neighboring digital signage is found using BLE / GPS and the device information of the digital signage is fetched. The user's mobile app uses the device information of the imported digital signage to request the central server for the additional advertisement data for the first content being played back by the signee.

In step 7 of FIG. 2, the advertisement or information matching engine uses the digital signage device information transmitted by the user's mobile app to determine whether the digital signage is a recommendation advertisement related to the first content being reproduced, Content and / or third content. The recommended advertisement and the additional information are selected only from the third content stored in the existing own advertisement DB and the second content which is the scrapped external data source and determined to match the digital signage contents. In step 8 of FIG. 2, the advertisement and additional information culled in step 7 are transmitted to the user's mobile app and displayed.

3 is a method of operating an advertisement or information matching and recommendation engine to send matching or recommended advertisements or information to a user's mobile device. The advertisement or information matching and recommendation engine of the content fusion type dynamic advertisement providing system of the present invention uses the metadata of the first content provided through the metadata editing tool, Extract candidates of data, and eventually find data with high similarity among them. The second content and / or the third content data candidate group and the final recommendation data, which are determined to be highly related to the first content in the advertisement or information matching and recommendation engine, include metadata obtained from the content meta information editor, crawling and scrap An external data source accumulated through scrapping, and preference information generated by a user's mobile device usage pattern. The external data sources are as follows: i) Various data other than a specific category are collected, and only the main features are extracted for each data, and a large-capacity fusion DB is constructed and utilized as content-based filtering base data. And ii) using a web crawler such as OpenWebspider to collect arbitrary web pages and performing focused crawling to scrape data on web contents such as various blogs and news article data scrapping. When a large-capacity external data source DB is constructed by accumulating various data in such a manner as a second content, a similarity measure method is used to extract data candidates having similarity from the DB, A source based search engine may be used. In order to extract the second content and / or the third content, which are similar to the first content, the name of the first content and the description of the first content in the metadata of the first content are included in the search keyword of the Elastic Search One or more words or phrases are used. When a sentence is used as a search keyword, the Tokenizer provided by the Elastic Search Engine allows each word in a sentence to be denied to filter out data candidates that have similarity even a little. The similarity data candidates extracted through this operation can finally find advertisement and additional information highly related to the first contents, and they can be searched for.

The system of the present invention includes an application usage log for storing log information of a user including a usage pattern of a user in the mobile device, a user preference analysis module for analyzing a user's preference in the application usage log, And a user preference database that stores a user preference. Collaborative filtering is used in addition to the similarity measure. In extracting advertisement and supplementary information data by using collaborative filtering, the recommendation algorithm for recommending related advertisements and supplementary information includes use pattern information Whether to execute the mobile app on the content, etc.), so that the analyzed user pattern information finally acts as a factor for filtering the recommendation data. Another type of data used to filter the recommendation data candidates and final recommendation data is preference information generated by users' usage pattern information, that is, the user's mobile device usage pattern. A usage pattern of a mobile app for each user, such as whether a user has executed a mobile app with respect to a first content and how detailed information has been inquired about a recommended second content and / or a third content, The preference analysis module filters it, extracts only the necessary information, and loads it into the user preference database.

The present invention is based on the fact that the first content being played back in the digital signage is located at a location close to the user. In order to grasp the information of the first content that a particular digital signage is reproducing near the user, it is first necessary to be able to find out the digital signatures that are located close to it. The nearby digital signage may be identified based on i) the GPS location information of the mobile device, or ii) using Bluetooth communication. In the case of the method utilizing the GPS, the method of acquiring the current position using the GPS of the user's mobile device and transmitting the mobile position information of the server storing and managing the digital signage position information, To the mobile. If there are multiple digital signatures in proximity, use a ranking algorithm to determine priority. In the case of Bluetooth, digital signage ID and playback media information are transmitted to the mobile device using a Bluetooth device such as BLE installed in the digital signage, and playback media information with the proximity digital signage acquired through the BLE in the mobile device Check. Further, a second content and / or a third content, which are recommendation information linked with the playback media, are acquired through communication with the DB storing the recommended advertisement and additional information.

The embodiments of the present invention described above should not be construed as limiting the technical idea of the present invention. The scope of protection of the present invention is limited only by the matters described in the claims, and those skilled in the art will be able to modify the technical idea of the present invention in various forms. Accordingly, such improvements and modifications will fall within the scope of the present invention as long as they are obvious to those skilled in the art.

Claims (6)

One or more digital signage capable of wired / wireless communication with an advertisement or information providing server and a mobile device;
A meta information management module for editing meta information of the first content using a meta information authoring tool, and a meta information management module for editing the meta information of the first content using the meta information management module, A reproduction information tracking module for collecting playback information of the first content being played back in the digital signage, and a playback information tracking module for recording the advertisement or information crawled from the external data source An advertisement or information providing server including an advertisement or an information matching and recommendation engine for determining similarity between the second content and the first content and recommending the second content to the mobile device;
A mobile device having an application that shares location information with the digital signage and is associated with a first content being played back in an adjacent digital signage, or an application capable of receiving and playing back second content recommendation results of an information matching and recommendation engine;
A user preference analysis module for analyzing a preference of a user in the application usage log and a user preference analysis module for storing user preference information filtered by the user preference analysis module; Include a user preference database,
The similarity between the first content and the second content is determined by comparing the meta information of each content with an elastic search engine based on a similarity measure,
The user preference filtered by the user preference analysis module is used to filter whether the other user has executed the mobile app for the first content and which content of the recommended second content and / And extracting and providing the content based on the collaborative filtering. The method according to claim 1,
And an advertisement database, which is connected to the advertisement or information matching and recommendation engine and stores third contents to be compared with the first contents. The method according to claim 1,
Wherein the location information sharing between the digital signage and the mobile device is performed using GPS or using Bluetooth wireless communication. delete 3. The method of claim 2,
Wherein the similarity between the first content and the third content is determined by comparing meta information of each content with an elastic search engine based on a similarity measure. delete

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