KR102666980B1 - Methods and devices for mediating advertisers and influencers - Google Patents

Abstract

A mediation method between advertisers and influencers is disclosed. The mediation method between advertisers and influencers according to the present invention includes the steps of obtaining advertiser information, using the advertiser information to first select influencers matching the advertiser information, and determining the influence of the influencers. Obtaining influencer information, obtaining user information of users who use the content of the influencers, selecting influencers matching the advertiser information using the advertiser information, the influencer information, and the user information. It includes a second selection step and a step of generating advertising effect information about the secondarily selected influencers.

Description

Methods and devices for mediation between advertisers and influencers {METHODS AND DEVICES FOR MEDIATING ADVERTISERS AND INFLUENCERS}

The present invention relates to a method and device for intermediary between advertisers and influencers, connecting advertisers and influencers using advertiser information, influencer information, and user information.

In the early Internet development market, there were personal media influencers called power bloggers, and now, as the Internet usage environment has changed from PC to mobile, there are numerous influencers in various media (Facebook, Instagram, YouTube, Twitter). They are active.

Meanwhile, in order for advertisers to request advertisements from influencers, they had to go directly to various media, check the influencers' contents, and identify influencers that were suitable for them, which was a problem that required a lot of time and manpower.

Therefore, recently, technology has emerged to connect advertisers with appropriate influencers.

However, this prior art involves receiving an advertisement request from an advertiser, receiving necessary information from the advertiser (advertiser's business field, product or service targeted by the advertisement, form or method of advertisement desired by the advertiser, etc.), and then processing the information provided. It connects advertisers and influencers by searching for influencers. In other words, because this method requires a request from the advertiser first, there is a problem in that the intermediary between the advertiser and the influencer cannot perform active sales activities toward the advertiser.

Additionally, the person who actually purchases the advertiser's product or service is not the influencer, but the user who consumes the influencer's content. However, the conventional technology only performs matching and analysis of advertising effects using the influence of the influencer in mediating between advertisers and influencers, but the problem is that there is no actual analysis of users who consume the influencer's content. there is.

The present invention is intended to solve the above-described problems, and the purpose of the present invention is to provide a method and device for intermediary between advertisers and influencers, connecting advertisers and influencers using advertiser information, influencer information, and user information. It is to provide.

The mediation method between advertisers and influencers according to the present invention includes the steps of obtaining advertiser information, using the advertiser information to first select influencers matching the advertiser information, and determining the influence of the influencers. Obtaining influencer information, obtaining user information of users who use the content of the influencers, selecting influencers matching the advertiser information using the advertiser information, the influencer information, and the user information. It includes a second selection step and a step of generating advertising effect information about the secondarily selected influencers.

In this case, the step of obtaining the advertiser information involves performing crawling using the advertiser's basic information, at least one of the products sold by the advertiser, the service provided by the advertiser, the advertiser's advertisement history, and the advertiser's business field. It may include obtaining crawling information including one, and obtaining analysis information including trends related to the product or service using the crawling information.

In this case, the first selection step may include extracting influencers corresponding to the keywords by performing crawling using keywords extracted from the crawling information and the analysis information.

Meanwhile, the influencer information may include at least one of basic influence information, influence change information, and influence prediction information.

In this case, in the step of acquiring the influencer information, one or more representative categories of the influencer may be selected and the influencer information may be obtained for each representative category.

Meanwhile, the step of acquiring the user information includes acquiring the user information including user preference information of users who used the content of the influencer and user influence information of the users, and the user preference information includes, It includes at least one of the user's age group, gender, region, consumption tendency, and interest level, and the user influence information may be determined based on the user's activity information related to the content.

In this case, the step of acquiring the user information including user preference information of users who used the content of the influencer and user influence information of the users includes the user's activity information within a preset time after using the content. Based on this, the user influence information is calculated, and the user's activity information may include at least one of sharing, search, comment, subscription, like, and purchase.

Meanwhile, the step of acquiring the user information may include the step of acquiring the user information including user activeness information along with the user tendency information and the user influence information.

Meanwhile, the step of secondarily selecting the influencers may include the step of secondarily selecting the influencers by comparing the user information including the user tendency information with the advertiser information.

Meanwhile, in the step of secondary selection of the influencers, the influencer influence index generated based on the influencer information and the user influence index generated based on the user information are added to determine the first selected influencer. It may include the step of calculating the rankings of the rumors.

Meanwhile, in the step of generating the advertising effect information, the advertising effect information for the advertiser's product or service may be generated using the influencer information and the user information.

Meanwhile, the mediation method between advertisers and influencers according to the present invention includes a communication unit that communicates with an external device, acquires advertiser information through the communication unit, and uses the advertiser information to select influencers who match the advertiser information. Make the first selection, obtain influencer information of the influencers, obtain user information of users who use the content of the influencers, and use the advertiser information, the influencer information, and the user information It includes a control unit that secondarily selects influencers matching the advertiser information and generates advertising effect information for the secondarily selected influencers.

According to the present invention, an intermediary can select and calculate an influencer suitable for an advertiser and the resulting advertising effect without prior request from the advertiser. Accordingly, intermediaries have the advantage of being able to engage in active sales activities with advertisers based on actual data.

The person who actually purchases the advertiser's product or service is not the influencer, but the user who consumes the influencer's content. In the present invention, the user's user preference information (gender, age, region, consumption tendency, etc.) is identified in advance, and an influencer who is active among users matching the advertiser's product or service is selected. In other words, there is an advantage of being able to select influencers who are active among the advertiser's target purchasing group and provide the information to the advertiser.

In addition, according to the present invention, there is an advantage of maximizing advertising effectiveness by calculating not only the influence of the influencer but also the influence of users who use the content.

1 is a diagram for explaining a mediation system between advertisers and influencers according to the present invention.
Figure 2 is a block diagram for explaining the components of the mediation device 100 according to the present invention.
Figure 3 is a flowchart for explaining the mediation method between advertisers and influencers according to the present invention.

Hereinafter, embodiments disclosed in the present specification will be described in detail with reference to the attached drawings. However, identical or similar components will be assigned the same reference numbers regardless of reference numerals, and duplicate descriptions thereof will be omitted. The suffixes “module” and “part” for components used in the following description are given or used interchangeably only for the ease of preparing the specification, and do not have distinct meanings or roles in themselves. Additionally, in describing the embodiments disclosed in this specification, if it is determined that detailed descriptions of related known technologies may obscure the gist of the embodiments disclosed in this specification, the detailed descriptions will be omitted. In addition, the attached drawings are only for easy understanding of the embodiments disclosed in this specification, and the technical idea disclosed in this specification is not limited by the attached drawings, and all changes included in the spirit and technical scope of the present invention are not limited. , should be understood to include equivalents or substitutes.

Terms containing ordinal numbers, such as first, second, etc., may be used to describe various components, but the components are not limited by the terms. The above terms are used only for the purpose of distinguishing one component from another.

When a component is said to be "connected" or "connected" to another component, it is understood that it may be directly connected to or connected to the other component, but that other components may exist in between. It should be. On the other hand, when it is mentioned that a component is “directly connected” or “directly connected” to another component, it should be understood that there are no other components in between.

Singular expressions include plural expressions unless the context clearly dictates otherwise. In this application, terms such as “comprise” or “have” are intended to designate the presence of features, numbers, steps, operations, components, parts, or combinations thereof described in the specification, but are not intended to indicate the presence of one or more other features. It should be understood that this does not exclude in advance the possibility of the existence or addition of elements, numbers, steps, operations, components, parts, or combinations thereof.

In implementing the present invention, the components may be subdivided for convenience of explanation, but these components may be implemented in one device or module, or one component may be divided into multiple devices or modules. It can also be implemented in

1 is a diagram for explaining a mediation system between advertisers and influencers according to the present invention.

The brokerage system 10 between advertisers and influencers (hereinafter referred to as the brokerage system 10) includes a brokerage device 100 between advertisers and influencers, one or more servers 200, 300, and one or more user terminals ( 400, 500).

The intermediary device 100 of advertisers and influencers (hereinafter referred to as intermediary device 100) is connected to and communicates with one or more servers 200, 300 and one or more user terminals 400, 500 through a network. You can.

Here, one or more servers 200 and 300 can connect a plurality of user terminals and provide various services to the plurality of connected user terminals. For example, one or more servers 200 and 300 may be servers that provide search services, servers that provide SNS services, etc.

Meanwhile, one or more user terminals 400 and 500 are terminals used by users who use the influencer's content. For example, the user terminal may include a smartphone, desktop computer, tablet PC, laptop, etc.

Additionally, one or more user terminals 400 and 500 may be connected to one or more servers 200 and 300 to receive services.

Additionally, one or more user terminals 400 and 500 may be connected to the intermediary device 100 and transmit information on the user's activity in the user terminal connected to the Internet network to the intermediary device 100. In this case, a dedicated app may be installed on the user terminal (400, 500), and the user's activity information (sharing, search, comment, subscription, like, purchase, etc.) is transmitted to the intermediary device (100) by running the dedicated app. It can be.

In addition, the intermediary device 100 crawls data on the web operated by one or more servers 200, 300 or accessed by one or more user terminals 400, 500, and collects data related to advertisers, influencers, and users. can do.

Additionally, the mediation device 100 may periodically perform crawling and store the crawling results in memory. Therefore, crawling (or searching) in the present invention may mean real-time crawling or may mean extracting crawling results stored in memory.

Figure 2 is a block diagram for explaining the components of the mediation device 100 according to the present invention.

The mediation device 100 according to the present invention may include a communication unit 110, a control unit 120, and a memory 130.

The communication unit 110 may support wired or wireless communication between external devices other than the mediation device 100. In this case, the communication unit 110 is connected to an Internet network or other wired/wireless networks and can communicate with one or more servers (200, 300) and one or more user terminals (400, 500).

Meanwhile, the control unit 120 can control the overall operation of the mediation device 100.

Meanwhile, the term control unit 120 may also be used as terms such as “processor,” “microprocessor,” “controller,” and “microcontroller.”

Meanwhile, the memory 130 may store commands or other programs for operating the intermediate device 100. To this end, the memory 130 may optionally include various storage media such as ROM, RAM, EEPROM, register, flash memory, CD-ROM, magnetic tape, hard disk, floppy disk, and optical data recording device.

Additionally, memory 130 may include a database. In this case, the database may store a list of advertisers, advertiser information, a list of influencers, influencer information, user information, etc.

Meanwhile, the mediation device 100 may further include an input unit (not shown) that receives a user's command or data and an output unit (not shown) that outputs data or information visually or audiovisually.

Figure 3 is a flowchart for explaining the mediation method between advertisers and influencers according to the present invention.

The mediation method between advertisers and influencers according to the present invention includes obtaining advertiser information (S310), using the advertiser information to first select influencers matching the advertiser information (S320), Obtaining influencer information of influencers (S330), obtaining user information of users who use the content of the influencers (S340), obtaining the advertiser information, the influencer information, and the user information. It includes a step of secondarily selecting influencers matching the advertiser information (S350), and a step of generating advertising effect information about the secondarily selected influencers (S360).

First, in relation to S310, the control unit 120 may obtain advertiser information.

Here, advertiser information may be information needed to match advertisers with influencers. And the advertiser information may include information provided by the advertiser to the intermediary (operator of the intermediary device 100). Additionally, the advertiser information may include information not provided by the advertiser that is collected and analyzed by the intermediary (operator of the intermediary device 100) without the advertiser providing it to the intermediary (operator of the intermediary device 100).

As described above, in the present invention, it is possible to search for an appropriate influencer for an advertiser and then propose an advertisement using the influencer to the advertiser without a request from the advertiser.

Therefore, in the present invention, advertisers and influencers can be matched only with information not provided by the advertiser, and when information provided by the advertiser is added, the accuracy of matching can be further improved.

Information not provided by advertisers may include basic information, crawling information, and analysis information.

Here, the basic information is information disclosed directly by the advertiser or disclosed by a trusted organization as related to the advertiser, and may be information included in business registration information, for example. In this case, the control unit 120 can search the advertiser's business registration information and obtain basic information including the name, business field, and industry of the business (advertiser).

Meanwhile, crawling information may include information obtained by performing crawling using basic information and information obtained by performing crawling using crawling information. And the control unit 120 can obtain crawling information by performing crawling using the advertiser's basic information.

Specifically, the control unit 120 can obtain crawling information by extracting keywords from the advertiser's basic information and crawling data existing on the web using the extracted keywords. Additionally, the control unit 120 may obtain crawling information by extracting keywords from the crawling information again and performing crawling using the extracted keywords.

In this case, crawling information may include products sold by the advertiser, services provided by the advertiser, advertising history of the advertiser, business field of the advertiser, etc.

Here, the advertiser's advertising history includes the number of times the advertiser has performed advertisements in the past, the frequency with which advertisements have been performed, the type of advertisement (SNS, blog, print advertisement, etc.), and the advertising medium through which the advertisement has been performed (YouTube, Facebook, Instagram, etc.). etc.), category of advertisement (food, music, entertainment, food, broadcasting, cosmetics, etc.), content promotion method (indirect product exposure, product-centered content), content production method (created by influencer, advertiser) (creating and providing content), etc.

Meanwhile, analysis information may be information obtained by analyzing crawling information.

Specifically, the control unit 120 may use crawling information to obtain analysis information including trends related to the advertiser's product or service.

For example, the control unit 120 extracts products sold by advertisers from crawling information and performs crawling again using the products sold by advertisers as keywords, thereby obtaining trends related to products. For example, if the product sold by the advertiser is leggings and a large amount of crawling information about wearing leggings outdoors is collected as a result of crawling again using leggings as a keyword, the control unit 120 selects the latest trend as “Even outdoors It can be judged as “wearing leggings.”

The analysis information obtained in this way can be later used for matching with influencers. For example, when searching for an influencer using only product information without using analysis information, only keywords such as “leggings,” “yoga clothes,” and “pilates” are used. However, when additional analysis information is used, “comfortable going out clothes”, “everyday leggings”, “leggings hiking”, etc. can be used as additional keywords along with “leggings”, “yoga clothes”, and “pilates”. It is possible to expand the search scope of Unseo and conduct a search that reflects the latest trends.

Next, the control unit 120 may initially select influencers using advertiser information (S320).

Specifically, the control unit 120 may extract keywords from the advertiser's basic information, crawling information, and analysis information, and perform crawling using the extracted keywords. The control unit 120 may extract the searched influencer, the influencer who created the searched content, etc., and create a list including the extracted influencers.

In this case, various influencers can be extracted. For example, an influencer who creates content related to the advertiser's business sector (e.g. white goods), an influencer who creates content related to the advertiser's product (e.g. mobile phones), an influencer who creates content related to the advertiser's service (e.g. For example, influencers who create content related to hotels) can be extracted.

Additionally, the control unit 120 may generate keywords by combining two or more of the advertiser's basic information, crawling information, and analysis information, and extract influencers using the generated keywords.

For example, the control unit 120 may perform crawling using keywords extracted from crawling information and analysis information to extract influencers corresponding to the keywords. For example, the control unit 120 extracts the keyword “everyday leggings” by combining product information “leggings” and trend information “wearing leggings even outdoors” and searches for influencers using the extracted keywords. and can be selected.

Additionally, the control unit 120 can use the advertiser's advertising history to limit the search field and then search and select an influencer.

For example, the control unit 120 may use the advertiser's advertising history to extract the advertising medium through which the advertiser has performed advertising in the past. In this case, the control unit 120 can search and select influencers active in the corresponding advertising medium.

As another example, the control unit 120 may extract a category in which an advertiser has advertised in the past. In this case, the control unit 120 can search and select an influencer who creates content corresponding to the corresponding category.

Next, the control unit 120 may obtain influencer information of the first selected influencers (S330).

Here, the influencer information may include at least one of basic influence information, influence change information, and influence prediction information.

Specifically, the control unit 120 can obtain basic influence information by crawling the activity information of the first selected influencers. Here, basic influence information may include the advertising medium in which the influencer is active, the number of content registered by the influencer, the number of views of the content, the number of followers, the number of subscribers, the number of likes, the number of comments, and the number of subscriptions. there is.

In this case, the control unit 120 can obtain basic influence information using data within a preset period from the current point in time. For example, the control unit 120 may obtain basic influence information using the number of content, number of views of content, number of followers, number of subscribers, etc. for the last three months.

Additionally, the control unit 120 can obtain basic influence information for each period. For example, the control unit 120 may calculate basic influence information on a monthly basis.

Additionally, the control unit 120 can obtain influence change information using basic influence information. Specifically, the control unit 120 may obtain influence change information including the rate of change in the number of contents registered by the influencer, the number of views/followers/subscribers, etc.

Additionally, the control unit 120 may obtain influence prediction information using basic influence information and influence change information. For example, the control unit 120 may calculate the expected number of contents at a certain point in the future based on the number of contents registered by the relevant influencer and the rate of change in the number of contents. For another example, the control unit 120 may calculate the expected number of subscribers at one or more points in the future based on the number of subscribers for the corresponding influencer and the rate of change in the number of subscribers.

Additionally, influencer information may include an influencer influence factor. Specifically, the control unit 120 may calculate an influencer influence index that quantifies the influence of an influencer using at least one of basic influence information, influence change information, and influence prediction information.

Additionally, the control unit 120 can select a representative category corresponding to each influencer.

Specifically, one influencer can create content in various categories. For example, some of the content created by a specific influencer may belong to the food category, and the majority of the content created by a specific influencer may belong to the electronic device content.

Accordingly, the control unit 120 can select one or more representative categories for each influencer.

Specifically, the control unit 120 can use the influencer information described above to select the representative category of the influencer from among a plurality of categories to which the content created by the influencer belongs. For example, the control unit 120 may select a preset number of representative categories with a high influencer influence index among a plurality of categories.

Additionally, the control unit 120 can obtain influencer information for each representative category. For example, if a specific influencer's representative category is food, the control unit 120 provides basic information on the influence on the representative category (the number of contents belonging to the food category registered by the influencer, the number of views on contents belonging to the food category, etc. ), influence change information (change rate in the number of content belonging to the food category registered by the influencer, change rate in the number of views for content belonging to the food category, etc.), influence prediction information (content belonging to the food category at a certain point in the future) At least one of the number of, the expected number of views for content belonging to the food category at a certain point in the future, etc.) can be generated. Additionally, the control unit 120 can calculate the influencer influence index for each representative category.

Next, the control unit 120 may obtain user information of users (S340).

Here, the user may mean a person who uses the content of influencers. In this case, a dedicated app is installed on the user terminal used by the user, and the mediation device 100 can collect the user's activity information through the dedicated app installed on the user terminal. Here, the user's activity information may refer to the user's history of using the web, online, etc.

Additionally, the control unit 120 can analyze the activity information of multiple users and extract users who have viewed the content of each influencer. For example, when there are first and second primarily selected influencers, the control unit 120 extracts users who watched the content of the first influencer and watches the content of the second influencer. One user can be extracted.

Meanwhile, user information may include user tendency information and user influence information.

Here, the user tendency information may include at least one of the user's age group, gender, region, consumption tendency, and interest level. In addition, the control unit 120 may obtain user preference information based on the information entered by the user or the results of analyzing the user's activity information through the dedicated app. For example, based on personal information entered by the user when registering as a member through a dedicated app, the control unit 120 can obtain the user's age group, gender, region, consumption tendency, and level of interest. For another example, the control unit 120 may obtain the user's interest level, consumption tendency, gender, age group, etc., based on the user's past activity information.

Meanwhile, user influence information may be determined based on user activity information related to content used by the user.

Specifically, in order to extract the user's activities related to the content created by the influencer, the control unit 120 may extract the user's activity information within a preset time after using the content. For example, when a specific user watches an uploaded video of influencer A, the control unit 120 can extract the user's activity information within 30 minutes after the specific user watched the video. And the control unit 120 can calculate the user's influence information using activity information within 30 minutes after watching the video.

Here, the user's activity information related to the content may refer to the user's actions of using the influencer's content to further spread the content, the action of expressing a reaction to the content, etc.

For example, the user's activity information related to content may include at least one of the user's sharing, search, comment, subscription, like, and purchase. For example, if a user actively performs activities such as sharing, searching, commenting, subscribing, and liking after using the content, information related to the content spreads more. For another example, if a user actively performs activities such as sharing, searching, commenting, subscribing, liking, etc. after using the content, or purchases a product, the user can be seen as reacting more strongly to the content.

Additionally, user information may include user activity information. Here, user activity information includes the time the user used the web, the time the user used advertising media (YouTube, Facebook, Instagram, etc.), the time the user used the relevant influencer channel, and the time the user used the influencer channels. It may include the number of subscriptions, SNS usage index, etc.

In other words, the longer a user spends using the web, advertising media, or the influencer's channel, the greater the number of subscribers to the influencer's channels, or the higher the SNS usage index, the more interested the user is in the influencer's content. This means that loyalty is high, so users are more likely to respond to the influencer's content. Therefore, the control unit 120 can obtain user information including user propensity information, user influence information, and user activeness information.

Meanwhile, user information may further include a user influence index. In this case, the control unit 120 may calculate the user influence index using at least one of user preference information, user influence information, and user activeness information of multiple users.

Meanwhile, the control unit 120 can obtain influencer information and user information for each influencer. For example, the control unit 120 may obtain influencer information of influencer A and user information of users who use content of influencer A.

Additionally, the control unit 120 can obtain influencer information for each influencer's representative category and user information for each representative category.

Specifically, the control unit 120 may obtain user information of users who use content in category A of a specific influencer and user information of users who use content in category B of a specific influencer. Accordingly, the control unit 120 acquires influencer information of the A category of a specific influencer and user information of users who use content of the A category of the specific influencer, and acquires influencer information of the B category of the specific influencer. You can obtain user information about users who use influencer information and content in the B category of a specific influencer.

Next, the control unit 120 may secondarily select influencers matching the advertiser information using the advertiser information, influencer information, and user information (S350).

Specifically, there are influencers who were selected in the first round. In this case, the control unit 120 may additionally compare advertiser information with influencer information and user information and reselect only some of the initially selected influencers.

Additionally, the secondary selection process may also proceed in stages. For example, the control unit 120 may compare advertiser information with influencer information and select some of the first-selected influencers (2nd-1st selection). Then, the control unit 120 may reselect some of the influencers selected in the 2nd and 1st rounds by additionally using the user information (2nd and 2nd selection).

Additionally, the control unit 120 may select a category corresponding to the advertiser information and secondarily select influencers matching the advertiser information using the influencer information of the selected category and the user information of the selected category.

Below, we will explain various methods for secondary selection of influencers.

In one embodiment, the control unit 120 may compare advertiser information with influencer information and select an influencer suitable for advertising the advertiser's product or service. That is, the control unit 120 can use advertiser information to select a category suitable for the advertiser and select an influencer who has the selected category as a representative category. Additionally, the control unit 120 may calculate a ranking based on the influencer influence index and select an influencer (for example, an influencer with a high ranking) suitable for the advertiser based on the calculated ranking.

In another embodiment, the control unit 120 may compare advertiser information with influencer information and select an influencer suitable for advertising the advertiser's product or service. Specifically, the control unit 120 may determine the advertising medium (YouTube, Facebook, Instagram, etc.) preferred by the advertiser based on the advertising history included in the advertiser information. And the control unit 120 can use the influencer information to select an influencer active in an advertising medium preferred by the advertiser.

In another embodiment, the control unit 120 may secondary select influencers by comparing user information including user preference information with advertiser information. For example, assume that the product sold by the advertiser is leggings. Additionally, it is assumed that users who use influencer A's content are mainly men in their 50s, and users who use influencer B's content are mainly women in their 20s. In this case, the control unit 120 may select influencer B without selecting influencer A.

Additionally, the control unit 120 may calculate the ranking of the first selected influencers by adding the influencer influence index generated based on the influencer information and the user influence index generated based on the user information.

For example, the control unit 120 adds the influence index of influencer A and the user influence index of users who use the content of influencer A, and ranks influencer A among a plurality of influencers based on the sum result. can be calculated.

Additionally, the control unit 120 may select an influencer (for example, an influencer with a high ranking) suitable for the advertiser based on the calculated ranking.

Meanwhile, secondary selection of influencers may mean not only selecting some of the first selection influencers, but also calculating the rankings of the primary selection influencers.

Meanwhile, through the first and second selections as above, a list of influencers to suggest to advertisers can be created.

Meanwhile, in order to engage in sales activities with advertisers, the expected advertising effects must be provided. Accordingly, the control unit 120 can generate advertising effect information about the secondarily selected influencers.

Here, the advertising effect information may include the influencer information and user information described above. For example, the control unit 120 provides user information including users' gender ratio, age ratio, region ratio, number of consecutive uses of the same influencer channel content, online use time, consumption behavior, SNS usage index, etc., the number of contents, Advertising effectiveness information including influencer information including number of views, comments, etc. can be generated.

Additionally, advertising effectiveness information may include an advertising effectiveness index. Specifically, the control unit 120 uses influencer information (number of views, number of comments, number of subscriptions, number of potential users, influencer influence index, other indicators, etc.) of the secondary selected influencer to determine the effect index of the advertisement. (The extent to which the advertiser's product or service is exposed or spread) can be calculated.

Additionally, advertising effect information may include advertising efficiency. Specifically, the control unit 120 can calculate advertising efficiency (advertising effect compared to advertising cost) using the advertising fee to be paid to the relevant influencer and influencer information.

Additionally, the control unit 120 may use user information corresponding to the influencer along with influencer information to generate advertising effect information for the advertiser's product or service.

Meanwhile, an intermediary (operator of the intermediary device 100) may extract a list of influencers suitable for a specific advertiser and advertising effect information corresponding to the influencer, and then propose advertising activities to the specific advertiser. In this case, the control unit 120 may transmit a list of influencers and advertisement effect information to the advertiser server. And if a specific advertiser approves the advertising activity and designates an influencer, the intermediary can broker the specific advertiser and the influencer.

Meanwhile, the control unit 120 may additionally obtain advertiser-provided information provided by the advertiser to the intermediary (operator of the intermediary device 100).

Here, the information provided by the advertiser includes the product or service the advertiser wants to advertise, the advertising medium the advertiser wants to advertise on (YouTube, Facebook, etc.), the type of influence dissemination the advertiser wants (number of comments, views, shares, etc.), and the category of content ( food, music, entertainment, food, broadcasting, cosmetics, etc.), minimum requested number of views of registered advertisements, minimum/maximum advertising cost, advertising cost execution method (number of views, product sales, likes of advertising content, subscription, etc.), content promotion method (product indirect Exposure, product-centered content), content production method (influencer creates content directly, advertiser creates content and provides it to influencer), etc.

In this case, the control unit 120 may select an influencer using information provided by the advertiser, influencer information, and user information, and transmit the selected influencer to the advertiser server.

Meanwhile, after mediating between the advertiser and the influencer, the influencer can advertise the advertiser's product or service through content. In this case, the control unit 120 may generate advertising effect information after the advertisement is performed using at least one of influencer information and user information. And the control unit 120 may transmit advertising effect information on the reason why the advertisement was performed to the advertiser server.

According to the present invention, an intermediary can select and calculate an influencer suitable for an advertiser and the resulting advertising effect without prior request from the advertiser. Accordingly, intermediaries have the advantage of being able to engage in active sales activities with advertisers based on actual data.

Additionally, the person who actually purchases the advertiser's product or service is not the influencer, but the user who consumes the influencer's content. In the present invention, the user's user preference information (gender, age, region, consumption tendency, etc.) is identified in advance, and an influencer who is active among users matching the advertiser's product or service is selected. In other words, there is an advantage in being able to select influencers who are active among the advertiser's target purchasing group and provide the information to the advertiser.

In addition, according to the present invention, there is an advantage of maximizing advertising effectiveness by calculating not only the influence of the influencer but also the influence of users who use the content. For example, Influencer A has a low number of subscribers, so the advertising price is low, but Influencer A's subscribers are very loyal to Influencer A, and spread the word about products introduced by Influencer A on the web. is actively carried out, and the rate of leading to purchase of the product is very high. On the other hand, Influencer B has a very large number of subscribers, so the advertising price is high, but most users who use Influencer B's content visit only once and do not lead to a purchase of the product. In this case, the intermediary has the advantage of maximizing advertising efficiency by recommending influencer A to the advertiser.

The present invention described above can be implemented as computer-readable code on a program-recorded medium. Computer-readable media includes all types of recording devices that store data that can be read by a computer system. Examples of computer-readable media include HDD (Hard Disk Drive), SSD (Solid State Disk), SDD (Silicon Disk Drive), ROM, RAM, CD-ROM, magnetic tape, floppy disk, optical data storage device, etc. There is. Additionally, the computer may include a control unit 120. Accordingly, the above detailed description should not be construed as restrictive in all respects and should be considered illustrative. The scope of the present invention should be determined by reasonable interpretation of the appended claims, and all changes within the equivalent scope of the present invention are included in the scope of the present invention.

110: communication unit 120: control unit
130: memory

Claims (12)

A step in which an intermediary device between an advertiser and an influencer acquires information not provided by the advertiser before requesting an advertisement from the advertiser;
A step in which the mediation device between the advertiser and the influencer first selects influencers matching the information not provided by the advertiser using information not provided by the advertiser;
Obtaining, by an intermediary device between the advertiser and the influencer, influencer information of the influencers;
Obtaining, by an intermediary device between the advertiser and the influencer, user information of users who use the content of the influencers;
A step in which the mediation device between the advertiser and the influencer secondarily selects influencers matching the information not provided by the advertiser using information not provided by the advertiser, the influencer information, and the user information; and
A step in which the intermediary device between the advertiser and the influencer generates advertising effect information about the secondarily selected influencers in order to suggest advertising activities to the advertiser before the advertiser requests an advertisement,
The information not provided by the advertiser is:
Collected by the intermediary device of the advertiser and the influencer, without being provided by the advertiser
Brokerage method between advertisers and influencers. According to clause 1,
The step of obtaining information not provided by the advertiser is,
Obtaining crawling information including at least one of products sold by the advertiser, services provided by the advertiser, advertising history of the advertiser, and business field of the advertiser by performing crawling using basic information of the advertiser; and
Comprising: obtaining analysis information including trends related to the product or service using the crawling information;
Brokerage method between advertisers and influencers. According to clause 2,
The first selection step is,
Comprising: performing crawling using keywords extracted from the crawling information and the analysis information to extract influencers corresponding to the keywords;
Brokerage method between advertisers and influencers. According to clause 1,
The influencer information is,
Containing at least one of influence basic information, influence change information, and influence prediction information
Brokerage method between advertisers and influencers. According to clause 4,
The step of obtaining the influencer information is,
Select one or more representative categories of the influencer and obtain the influencer information for each representative category.
Brokerage method between advertisers and influencers. According to clause 1,
The step of obtaining the user information is,
Comprising: obtaining the user information including user preference information of users who used the content of the influencer and user influence information of the users,
The above user preference information is,
Includes at least one of the user's age group, gender, region, consumption tendency, and interest level,
The above user influence information is,
Determined based on the user's activity information related to the above content
Brokerage method between advertisers and influencers. According to clause 6,
The step of acquiring the user information including user preference information of users who used the influencer's content and user influence information of the users,
Calculate the user influence information based on the user's activity information within a preset time after using the content,
The user's activity information is,
Includes at least one of the following: share, search, comment, subscribe, like, and purchase.
Brokerage method between advertisers and influencers. According to clause 6,
The step of obtaining the user information is,
Comprising: obtaining the user information including the user propensity information, the user influence information, and user activeness information;
Brokerage method between advertisers and influencers. According to clause 6,
The second step of selecting the influencers is,
Comprising the step of secondarily selecting the influencers by comparing the user information including the user tendency information with information not provided by the advertiser
Brokerage method between advertisers and influencers. According to clause 6,
The second step of selecting the influencers is,
Comprising the step of calculating the ranking of the first selected influencers by adding up the influencer influence index generated based on the influencer information and the user influence index generated based on the user information.
Brokerage method between advertisers and influencers. According to clause 1,
The step of generating the advertising effect information is,
Using the influencer information and the user information to generate the advertising effect information for the advertiser's product or service
Brokerage method between advertisers and influencers. In the intermediary device between advertisers and influencers,
A communication unit that communicates with an external device; and
Before requesting an advertisement from an advertiser, obtain information not provided by the advertiser through the communication department, use the information not provided by the advertiser to first select influencers who match the information not provided by the advertiser, and determine the influence of the influencers. Obtaining influencer information, obtaining user information of users who use the content of the influencers, and matching the information not provided by the advertiser using the information not provided by the advertiser, the influencer information, and the user information. A control unit that generates advertising effect information for the secondarily selected influencers in order to secondarily select influencers and suggest advertising activities to the advertiser before the advertiser requests an advertisement, comprising:
The information not provided by the advertiser is:
Collected by the intermediary device of the advertiser and the influencer, without being provided by the advertiser
A mediation device between advertisers and influencers.

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