KR102297432B1 - Method for analyzing category of contents and device thereof - Google Patents

Abstract

The present invention relates to a method and apparatus for analyzing a category of content, and more particularly, the steps of selecting a representative content for each category, obtaining a response of a terminal to the representative content, and a reaction exceeding a preset standard for the representative content of a specific category selecting a terminal showing a A method for analyzing a category of content and an apparatus implementing the same, the method comprising: obtaining a response to the new content from a military terminal; and determining a category of the new content by comparing the response of the representative group terminal with the response of the general military terminal is about

Description

Method for analyzing category of contents and device thereof

The present invention relates to a content category analysis method and apparatus. More specifically, it relates to an analysis apparatus and method for performing objective and reasonable analysis on whether an advertiser can increase the advertising effect when providing his or her advertising content to which advertising target or what category of advertising content is useful. .

The mobile communication market is continuously required to produce new services through the recombination or integration of existing technologies, and today, due to the development of communication and broadcasting technology, various contents are provided in a conventional broadcasting system or a mobile communication system. IT is strengthening the mobile communication business by accommodating the potential and actual market demand, the rapidly increasing user demand for multimedia services, the strategies of operators to provide new services such as broadcasting services in addition to the existing voice services, and the demands of consumers. The convergence of mobile communication services and IP networks is positioned as a major trend in the development of next-generation mobile communication technologies as the interests of companies are intertwined.

As a part of this, attempts have been made to provide customized advertisements to users using mobile communication terminals. The provider-centered advertising method, which delivers one-sided advertisements that do not fit the user's taste or personal interests, has a problem in that users feel uncomfortable and the advertising effectiveness is significantly reduced. The trend is to advertise. From the point of view of an advertiser who pays for advertising, it is very important to provide advertising content more efficiently because the main concern is whether or not the user can effectively experience their advertising content within a limited advertising budget.

A targeting advertising technique has been proposed that provides targeted advertising content only to potential customers who are likely to use the product or service provided by the advertiser, rather than unconditionally providing advertising content to an unspecified number of people. For example, by assigning scores to each table using member information of telecommunication subscribers, the tendency of subscribers is classified, and advertisements suitable for this are transmitted.

However, even this targeting advertising technique simply uses information about which products or services users prefer as basic information, or information about which products or services they generally prefer in a particular season, that is, a seasonality factor (seasonality factor). ) or a specific user's personal information (eg, birthday information) is only used more.

Korean Patent Publication No. 2011-0075469

An object of the present invention is to solve the above problems, and to set an advertisement category for a targeted advertisement and to accurately select an advertisement target group.

In particular, it aims to objectively provide indicators for targeting advertisements by objectively analyzing the tendencies of advertisements.

The category analysis method of the present invention for solving the above-described problems includes the steps of selecting representative content for each category, obtaining a response of the terminal to the representative content, and a terminal showing a reaction above a preset standard to the representative content of a specific category selecting as the representative group terminal of the specific category, providing new content to the representative group terminal and the general group terminal, obtaining a response to the new content from the representative group terminal, from the general group terminal obtaining a response to the new content; and determining a category of the new content by comparing the response of the representative group terminal with the response of the general group terminal. In this case, the representative content for each category may be input from the operator of the category analysis device.

In an embodiment of the present invention, the step of selecting the representative content for each category includes the steps of extracting text included in the content, comparing the extracted text with keywords for each category stored in the database of the category analysis apparatus, and the extracted text and and selecting, as representative content, content in which keywords for each category match more than a specific criterion.

In another embodiment of the present invention, in order to obtain a response of the terminal, the number of times the user of the terminal executed the content provided to the terminal may be counted, and the number of times a keyword for each category stored in the database of the category analysis apparatus is input from the terminal It may be aggregated, and when content is played on the terminal, information on the number of times the user stares at the terminal or the time the user stares at the terminal may be aggregated.

On the other hand, in another embodiment of the present invention, in the step of determining the category, when the difference between the response of the representative group terminal and the general group terminal to the new content is greater than or equal to a predetermined range, the category corresponding to the representative group terminal is newly created. It can be determined by the category of content.

The category analysis method of the present invention may be implemented as a computer-readable recording medium in which a program for executing the same is recorded.

A category analysis apparatus according to an embodiment of the present invention analyzes a signal received from a representative group terminal or a general group terminal through a communication unit for transmitting and receiving information with a terminal, a contents selection unit for selecting representative contents for each category, and the communication unit, A response obtaining unit that acquires a response of the terminal to the representative content or new content, a reaction analysis unit that determines a category of the new content by analyzing the reaction of the terminal obtained by the reaction obtaining unit, the representative content, the new content or each category It includes a database for storing keywords and a control unit for controlling the operation of each configuration. In this case, the content selection unit may select the content input through the communication unit as the representative content.

In another embodiment of the present invention, the content selection unit includes a text extraction module for extracting text included in the content, a keyword comparison module for comparing the extracted text with keywords for each category stored in the database, and a comparison result from the keyword comparison module and a content selection module for determining content exceeding a specific standard as representative content.

Meanwhile, in another embodiment of the present invention, the response obtaining unit may receive a signal generated as the user of the terminal executes the content provided to the terminal, analyze the signal to count the number of executions of the user, and input a keyword into the terminal It is possible to receive a signal generated during A terminal response may be obtained by receiving the information.

In another embodiment of the present invention, when the difference between the response of the representative group terminal and the general group terminal to the new content is greater than or equal to a predetermined range, the response analysis unit sets the category corresponding to the representative group terminal as a category of new content. may decide

According to the present invention, since the target of the targeted advertisement can be clearly selected, the advertisement effect can be maximized.

In addition, since the advertisement is analyzed and the category is automatically determined, the effort of the advertiser in selecting the advertisement category and advertisement target group can be reduced, and at the same time, it can be objectively processed.

1 is a flowchart illustrating a content category analysis method according to an embodiment of the present invention.
2 and 3 are flowcharts illustrating a content category analysis method according to another embodiment of the present invention.
4 is a diagram illustrating an example of determining a category in the category analysis method of the present invention.
5 is a block diagram showing the configuration of a content category analysis apparatus according to an embodiment of the present invention.
6 is a block diagram showing the configuration of a content selector in the category analysis apparatus according to an embodiment of the present invention.
7 is a diagram illustrating a structure in which the category analysis apparatus of the present invention interworks with various terminals.

The above-described object and technical configuration of the present invention, and details regarding the operational effects thereof will be more clearly understood by the following detailed description based on the accompanying drawings in the specification of the present invention.

Hereinafter, the present invention will be described in detail with reference to the drawings.

1 is a flowchart illustrating a content category analysis method according to an embodiment of the present invention.

In this embodiment, the steps of selecting representative content for each category, obtaining a response of the terminal to the representative content, and selecting a terminal showing a reaction above a preset standard for content belonging to a specific category as the representative group terminal of the specific category providing new content to the representative group terminal and the general group terminal; obtaining a response to the new content from the representative group terminal; obtaining a response to the new content from the general group terminal and comparing the response of the representative group terminal with the response of the general group terminal, and determining the category of the new content.

The meanings of terms used in this specification are as follows.

The category refers to a field to which advertisement contents or goods or services targeted for advertisement contents belong. For example, each of the categories to which advertisement content belongs, such as finance, travel, games, sports, life, movies, music, automobiles, books/performances, public interest/sharing, etc., corresponds to a category.

In the present specification, representative content is advertisement content that can be determined to represent the characteristics of a specific category. Advertising content that can be objectively recognized as representing a specific category, such as an advertisement for a deposit product of a specific bank representing a financial category, and an advertisement for a sports car representing a car category, is referred to as representative content.

Responsiveness as used herein means the degree of interest shown by a user (a general user or a user corresponding to a representative group) for a specific advertisement content. The term "obtaining a response" means quantifying the user's response and analyzing how much interest they show.

A terminal is a device used by a user to check, view, and browse advertisement content. Video media including TVs and devices such as PCs, as well as mobile communication terminals such as mobile phones, smart phones, and tablet PCs, are not limited as long as the types of devices that allow users to view advertisement contents are not limited. The structure in which the category analysis apparatus of the present invention interworks with various terminals is shown in FIG. 7 .

When a user is very interested in a specific category and is provided with advertisement contents for a specific category, if the user shows an objective and high interest, the terminal through which the user encounters the advertisement contents becomes a representative group terminal. A terminal used by an arbitrary user whose tendency is not analyzed is a general group terminal.

The new content means advertisement content for which a category has not yet been determined. Target advertisement is required, but it is not decided which target audience to advertise, and it needs to be set to an appropriate category in order to increase the effectiveness of the advertisement.

The content category analysis method of the present invention first selects representative content for each category. The meanings of categories and representative contents have been summarized above. For various categories listed by way of example, content representing each category may be selected, and a representative group terminal may be selected later based on this.

As an embodiment of the step of selecting the representative content, content representing a specific category may be input from the operator of the category analysis apparatus. In this embodiment, an expert who can objectively determine the content of advertisement content and the nature of a specific category directly determines a category, and receives and processes the result into a category analysis device to select representative content for each category.

In this embodiment, considering that it is difficult to objectively quantify which category the content belongs to and what the nature of the content is, representative content can be selected relatively quickly and objectively. The term receives representative content means that the operator of the category analysis device transmits representative content corresponding to a specific category via a separate terminal or sends a command to match specific content stored in the category analysis device to a specific category using a terminal or input means It means the operation of the category analysis device according to the input as a medium.

On the other hand, in another embodiment of the present invention, the category analysis device directly analyzes the content to select the representative content. This will be looked at through FIG. 2 .

2 is a flowchart illustrating a content category analysis method according to another embodiment of the present invention.

In this embodiment, the step of selecting the representative content for each category includes the steps of extracting the text included in the content, comparing the extracted text with the keyword for each category stored in the database of the category analysis device, and the extracted text and the keyword for each category and selecting content that matches a specific criterion or more as representative content.

The step of extracting the text is a basic process for identifying the purpose and target of the advertisement content by using the text included in the advertisement content and viewed by the user (which is directly related to the content of the advertisement) and selecting a category accordingly. You can analyze the content file to extract the text included in the file, scan the image of the content to extract the text included in the image, or analyze the audio file included in the content to extract the text included in the voice file have.

After the text is extracted, it is compared with keywords for each category stored in the database of the category analysis device. A keyword for each category is a term that clearly reveals the nature of the corresponding category. Taking the financial category as an example among the categories discussed above, terms such as deposits, savings accounts, financial technology, and interest are keywords of the financial category.

In this way, the extracted text is matched with a keyword determined for each category (which can be changed), and the degree to which the extracted text matches each category is identified. In matching the keyword and text, even if the expression is different according to syntax analysis, it is possible to match even between terms having the same meaning.

As an example of the comparison step, 50 texts were extracted in the previous extraction step, and as a result of the comparison, 3 keywords in the finance category, 0 keywords in the sports category, and 10 keywords in the music category may match.

Using the matching result, it is determined whether the analyzed content can be selected as the representative content. For example, if the text and keyword match more than a specific criterion as a result of matching, the corresponding content is selected as the representative content. An example of a specific criterion may be a case in which 20% or more of the text of the entire text matches a keyword, or a case in which 10 or more texts match a keyword in a specific category regardless of the ratio. In this way, by analyzing the text by the operation of the category analysis device and matching the keyword, the representative content for each category can be selected.

After selecting the representative content for each category, the terminal's response to the representative content is obtained. This is a pre-step for selecting a representative group terminal. The representative group terminal is a key barometer in determining the category of new content in the present invention. It can be seen that the content that responds to the representative group terminal is closely related to the category to which the representative group terminal belongs. In order to select the representative group terminal, the representative content is provided to an unspecified number of terminals and a response is obtained accordingly. Various embodiments of obtaining the response of the terminal will be described later.

For a terminal that obtains a response from a terminal and shows a reaction above a preset standard for representative content of a specific category, a means for identifying the terminal is stored in the category analysis device, and this terminal is selected as a representative group terminal. As a means for identifying the terminal, a mobile communication phone number, a serial number of the terminal, a user ID, and the like may be used. Here, the preset criterion is a criterion for determining whether to select a representative group terminal. Among the provided content, several or more representative contents of a specific category are executed several times or more, or a keyword related to the representative content is entered more than how many times or how often. Whether it is, etc. can be used.

If a terminal showing a special reaction to a specific category is selected as the representative group terminal through this process, then the category of the new content can be determined according to the response of the representative group terminal to the new content.

In the present invention, after selecting the representative group terminal, new content is provided to the representative group terminal and the general group terminal. Here, the general group terminal refers to a terminal that is not a representative group terminal and is not biased toward a specific category in response to content.

After the new content is provided to the representative army terminal and the general army terminal, a response to the new content is obtained from each. A specific method for obtaining the reaction will be described later.

After the response to the new content is obtained from the representative group terminal and the general group terminal, it is compared to determine the category of the new content. In more detail, it is determined from which representative group terminal the new content gets a higher response than the general group terminal. By setting the general group terminal as a kind of comparison group and the representative group terminal as a kind of response group, it is determined which category the new content fits into.

Conventionally, a target advertisement is selected and advertised based on the subjectivity of the advertiser or the nature of the advertisement product. However, in this case, although the targeting target can be selected, the user's reaction according to the type and quality of the advertisement content, which is another important factor that determines the effectiveness of the advertisement, cannot be grasped. Therefore, proper targeting was not possible.

However, according to the present invention as described above, it is possible to select a representative group terminal capable of objectively evaluating advertising propensity and compare it with the general group terminal to determine which category the new content has and how to determine the targeting target. In comparison, the effectiveness of targeted advertising can be increased.

Hereinafter, another embodiment of the present invention will be described.

3 is a flowchart illustrating a content category analysis method according to another embodiment of the present invention. Specifically, FIG. 3 shows a specific embodiment of obtaining a response of a terminal.

In a first embodiment, the present invention can obtain a terminal response by counting the number of times the user of the terminal has executed the content provided to the terminal.

When representative content or new content is provided to a terminal (representative group terminal, general military terminal), and the content is played or displayed on the terminal, when the user inputs a command to execute or reproduce the corresponding content into the terminal, input The content execution history in response to the command is transmitted to the category analysis device. The category analysis device may quantify what kind of advertisement content the user has checked and enjoyed by counting them.

As a second embodiment, a terminal response may be obtained by counting the number of times a keyword for each category stored in the database of the category analysis apparatus is input from the terminal.

Receives information on keywords input by the user using the terminal, that is, information on the content that the user is interested in, matches the keywords input on the terminal with the keywords for each category stored in the database of the category analysis device, so that the user of the terminal is interested You can figure out what category you are in.

As a third embodiment, when content is reproduced on the terminal, information on the number of times the user stares at the terminal or the time the user stares at the terminal may be aggregated to obtain a terminal response.

This embodiment is to obtain the response of the terminal in conjunction with a specific function of the terminal. Currently, most smart phones are set to turn off the screen in order to manage power when the user does not perform any operation or input for a certain period of time. However, even when the user continues to stare at a specific content displayed on the smartphone, if the screen turns off just because there is no input, it interferes with content viewing, so a function called Smart Stay is implemented in the smartphone. This function detects whether the user is gazing at the smartphone, and when it is determined that the user is looking at the smartphone, the screen is maintained in an on state.

This embodiment utilizes this function to obtain the response of the terminal. It is checked whether the representative content or new content provided by the category analysis device is displayed on the terminal, and it is checked whether the smart stay function is activated while the terminal is displayed. If the smart stay function is activated while the content is displayed, it may be determined that the user is continuously staring at the corresponding content. The category analysis apparatus may receive information on the number of times or time the user stares at the terminal in the form of a log file from the terminal, and analyzes it to analyze how much the user reacts to the corresponding content.

The above embodiments for obtaining the user's reaction may operate independently, and may obtain and calculate the user's reaction by integrating the calculated results. That is, each or at least two or more of the above-mentioned embodiments may be combined to obtain a user's response.

4 is a diagram illustrating an example of determining a category in the category analysis method of the present invention. In the present embodiment, the determining of the category includes determining the category corresponding to the representative group terminal as the category of the new content when the difference between the response of the representative group terminal and the general group terminal to the new content is equal to or greater than a predetermined range. .

4 shows the responses of the representative group terminal and the general group terminal to the new content, respectively. The horizontal axis indicates the response in each category. The solid line represents the response of the representative group terminal, and the dotted line represents the reaction of the general group terminal. In FIG. 4 , the response of the general group terminal to the new content does not show a significant difference in all categories. However, it can be seen that among the terminals of the representative group, the terminals of the representative group belonging to the sports category show a high response to the new content.

That is, in the new content in this example, the difference between the response of the representative group terminal and the general group terminal in the sports category is more than a predetermined range, and therefore, it is appropriate to select the new content as the sports category. That is, when targeting advertisement by setting the category of new content as sports, the advertisement effect can be maximized.

Meanwhile, the method for analyzing the category of content according to the above-described embodiment may be implemented in the form of a program, application, or system file for executing the method, and may be implemented by a computer-readable recording medium having such a program recorded therein. In addition, it may be implemented in the form of a device for downloading such a program, a server, or the like.

Hereinafter, the category analysis apparatus of the present invention will be described.

5 is a block diagram showing the configuration of a content category analysis apparatus according to an embodiment of the present invention. The category analysis apparatus of this embodiment analyzes a signal received from a representative group terminal or general group terminal through a communication unit for transmitting and receiving information with a terminal, a contents selection unit for selecting representative contents for each category, and the communication unit to determine the representative contents or new contents A response acquiring unit for acquiring a response of the terminal to the response, a response analyzing unit for determining a category of new content by analyzing the response of the terminal acquired by the response acquiring unit, a database for storing the representative content, new content, or keywords for each category and a control unit for controlling the operation of each component.

The communication unit includes a configuration operable according to various communication standards currently used or to be used in the future as a communication device necessary for the terminal to transmit and receive data with other devices, terminals, and devices.

The content selection unit, the response acquisition unit, and the response analysis unit are components that perform data operation and processing of the aforementioned various contents. It may be implemented by a processor capable of data processing that enables each component to operate in conjunction with each other in the category analysis device. The above components may be separately implemented by different processors, or may be implemented in a form functionally separated within one processor.

The database is a configuration that can store the aforementioned various data, and can be implemented by various storage means that can be mounted on the category analysis device.

The control unit is a component for controlling the operation between each component. For example, the configuration may be controlled so that various information received from the communication unit can be transmitted to the content selection unit, the response acquisition unit, and the response analysis unit, or information stored in the database may be controlled to be transmitted to the above components.

The detailed process of analyzing the category of content in conjunction with the above-described components has been described above.

In another embodiment of the present invention, the content selection unit may select the content input through the communication unit as the representative content, or may analyze the content and select it as the representative content. The latter will be described with reference to FIG. 6 .

6 is a block diagram showing the configuration of a content selection unit in the content category analysis apparatus according to an embodiment of the present invention. In this embodiment, the content selection unit includes a text extraction module for extracting text included in the content, a keyword comparison module for comparing the extracted text with keywords for each category stored in the database, and a content for which the result of comparison in the keyword comparison module is greater than or equal to a specific standard and a content selection module for determining as representative content.

Since the detailed process of automatically selecting representative content in conjunction with each module has been described with reference to FIG. 2 , it will not be repeated.

In another embodiment of the present invention, the response obtaining unit may receive a signal generated as the user of the terminal executes the content provided to the terminal, analyze the signal to count the number of executions of the user, or when entering a keyword into the terminal It is possible to calculate the number of keyword input by receiving the generated signal and comparing the keyword with keywords for each category stored in the database. In addition, when the content is reproduced in the terminal, the terminal response may be obtained by receiving log information about the number of times the user stares at the terminal or the time the user stares at the terminal. A specific operation method of this embodiment has been described with reference to FIG. 3 .

When the difference between the response of the representative group terminal and the response of the general group terminal to the new content is greater than or equal to a predetermined range, the response analysis unit of the category analysis apparatus according to another embodiment of the present invention sets the category corresponding to the representative group terminal to the new content can be determined by category.

As such, those skilled in the art to which the present invention pertains will be able to understand that the present invention may be embodied in other specific forms without changing the technical spirit or essential characteristics thereof. Therefore, it should be understood that the embodiments described above are illustrative in all respects and not restrictive. The scope of the present invention is indicated by the following claims rather than the above detailed description, and all changes or modifications derived from the meaning and scope of the claims and their equivalent concepts should be interpreted as being included in the scope of the present invention. do.

Claims (15)

In the category analysis method of content performed by the category analysis device,
selecting representative content for each category;
obtaining a response of the terminal to the representative content;
selecting a terminal that exhibits a reaction above a preset standard for the representative content of a specific category as the representative group terminal of the specific category;
providing new content to the representative group terminal and the general group terminal;
obtaining a response to the new content from the representative group terminal;
obtaining a response to the new content from the general group terminal; and
determining a category of new content by comparing the response of the representative group terminal with the response of the general group terminal;
includes,
The step of selecting representative content for each category is
extracting text included in the content;
comparing the extracted text with keywords for each category stored in a database of a category analysis device; and
selecting, as representative content, content in which the extracted text and keywords for each category match more than a specific criterion;
including,
The step of determining the category is
When the difference between the response of the representative group terminal and the general group terminal to the new content is greater than or equal to a predetermined range, the category corresponding to the representative group terminal is determined as the category of the new content. ◈Claim 2 was abandoned when paying the registration fee.◈ The method according to claim 1, The representative content for each category is
Category analysis method of content, characterized in that receiving input from the operator of the category analysis device delete ◈Claim 4 was abandoned when paying the registration fee.◈ The method according to claim 1,
A method for analyzing content categories, characterized in that the terminal response is obtained by counting the number of times the user of the terminal executed the content provided to the terminal ◈Claim 5 was abandoned when paying the registration fee.◈ The method according to claim 1,
Category analysis method of content, characterized in that the terminal response is obtained by counting the number of times a keyword for each category stored in the database of the category analysis apparatus is input from the terminal ◈Claim 6 was abandoned when paying the registration fee.◈ The method according to claim 1,
When content is played back on the terminal, a method for analyzing a category of content, characterized in that the terminal response is obtained by aggregating information on the number of times the user stares at the terminal or the time the user stares at the terminal delete ◈Claim 8 was abandoned when paying the registration fee.◈ A computer-readable recording medium in which a program for executing the method for category analysis of content recorded in any one of claims 1 and 2 and 4 to 6 is recorded a communication unit for transmitting and receiving information to and from the terminal;
a content selection unit that selects representative content for each category;
a response acquisition unit that analyzes a signal received from the representative group terminal or the general group terminal through the communication unit to obtain a response of the terminal to the representative content or the new content;
a reaction analysis unit for determining a category of new content by analyzing the reaction of the terminal acquired by the reaction obtaining unit;
a database for storing the representative content, new content, or keywords for each category; and
a control unit for controlling the operation of each component;
includes,
The content selection unit
a text extraction module for extracting text included in the content;
a keyword comparison module for comparing the extracted text with keywords for each category stored in the database; and
a content selection module for determining, as a representative content, a content whose comparison result in the keyword comparison module is equal to or greater than a specific criterion;
including,
The reaction analysis unit
Category analysis apparatus, characterized in that when a difference between the response of the representative group terminal and the general group terminal to the new content is greater than or equal to a predetermined range, the category corresponding to the representative group terminal is determined as the category of the new content ◈Claim 10 was abandoned when paying the registration fee.◈ The method according to claim 9, wherein the content selection unit
Category analysis device, characterized in that the content input through the communication unit is selected as the representative content delete ◈Claim 12 was abandoned when paying the registration fee.◈ The method according to claim 9, wherein the reaction acquisition unit
Category analysis device, characterized in that receiving a signal generated as the user of the terminal executes the content provided to the terminal, and counting the number of executions by the user by analyzing the signal ◈Claim 13 was abandoned when paying the registration fee.◈ The method according to claim 9, wherein the reaction acquisition unit
Category analysis device, characterized in that receiving a signal generated when a keyword is input into the terminal, and calculating the number of keyword input by comparing the keyword with the keyword for each category stored in the database ◈Claim 14 was abandoned when paying the registration fee.◈ The method according to claim 9, wherein the reaction acquisition unit
Category analysis device, characterized in that when the content is reproduced in the terminal, the terminal reaction is obtained by receiving log information about the number of times the user stares at the terminal or the time the user stares at the terminal delete

Images