KR102667352B1 - Method and system for supporting advertisement execution - Google Patents

Abstract

The present invention relates to a method for supporting advertising execution and a system therefor, and specifically, a method for supporting optimized advertising execution so that a set budget can be spent most efficiently when attempting to execute advertising in heterogeneous media. and systems.

Description

Advertising execution support method and system for this {METHOD AND SYSTEM FOR SUPPORTING ADVERTISEMENT EXECUTION}

The present invention relates to a method for supporting advertising execution and a system therefor, and specifically, a method for supporting optimized advertising execution so that a set budget can be spent most efficiently when attempting to execute advertising in heterogeneous media. and systems.

Advertising is an activity that widely disseminates information about products or services to consumers through various media. In particular, the easier the medium is to access and expose to consumers, the higher the cost of purchasing advertising opportunities.

The advertising medium preferred by advertisers varies depending on the times. As of recent times, TV broadcasting has long been recognized as having high advertising effectiveness, and in addition, content platforms such as YouTube, OTT, SNS, etc., where the number of users is rapidly increasing. It is also preferred as a medium with high advertising effectiveness. Advertising media can be divided into various categories depending on how users access content. Recently, advertising exposure through TV, PC, or mobile devices can produce the highest effect, so advertising targeting these devices is gradually increasing. there is.

Meanwhile, despite the variety of media that can expose advertisements, in the case of TV broadcast advertisements, advertisements are still purchased through contracts with broadcasters or the Korea Broadcast Advertising Corporation (KOBACO), and in the case of content platform advertisements, advertisements are purchased through the relevant platform. Advertising purchasing channels are differentiated for each medium, with advertising purchasing being carried out through separate contact with the company.

However, if the channels for purchasing advertisements or executing advertising budgets are divided by medium, from the advertiser's perspective, when trying to advertise on various media, not only must they go through cumbersome procedures for each medium during the purchase process, but also the amount of money consumed for advertising must be increased. This can cause many inconveniences and problems, such as making it difficult to comprehensively predict how much effectiveness will be achieved relative to advertising costs.

In particular, in the case of advertising using mass communication, as it has a very large influence on consumers, it also costs a lot of money. For this reason, many advertisers make accurate predictions so that the money they pay for advertising can be spent most efficiently. Because of this need, analysis and predictions made with separate advertising media may be relatively less accurate than analyzes and predictions made with the media integrated.

Based on this background, interest in and demand for a system capable of executing advertisements regardless of the type of media such as TV broadcasting or content platforms is increasing in the field, and the present invention was proposed with this interest and demand in mind.

Additionally, in addition to solving the above technical problems, the present invention was invented to provide additional technical elements that cannot be easily invented by those skilled in the art.

Republic of Korea Patent Publication No. 10-2009-0119046A (published on November 19, 2009)

The purpose of the present invention is to provide an environment in which advertisements can be easily executed in heterogeneous media. In particular, the purpose is to increase the convenience of advertising execution for users by calculating advertising execution plans so that users such as advertising managers and advertisers can maximize advertising efficiency under certain conditions by simply entering simple information.

In addition, the purpose of the present invention is to enable the calculation of an advertising execution plan appropriate for the situation by allowing the user to select an optimization type such as Reach Maximization or Reach Achievement under the conditions entered.

In addition, the present invention converts one of the standards for measuring advertising effects on TV broadcast media and the standards for measuring advertising effects on digital platform media into the other standard, allowing users to intuitively understand advertising effects on different media. The purpose is to enable you to know.

Meanwhile, the technical problems of the present invention are not limited to the technical problems mentioned above, and other technical problems not mentioned will be clearly understood by those skilled in the art from the description below.

The present invention is intended to solve the above problems. The advertisement execution support method according to the present invention is executed by a computing device equipped with a central processing unit and memory, and the advertisement execution support method includes (a) input by the user; Receiving execution conditions - the execution conditions include target media on which advertisements are to be executed; (b) performing optimization calculations based on the execution conditions; (c) generating an advertising execution plan based on the results of the optimization calculation.

Additionally, in the advertising execution support method, the target media may include at least two or more heterogeneous media.

In addition, in the advertising execution support method, the execution condition is at least one of budget, target, analysis target, analysis method, optimization type, minimum advertising cost ratio for each channel, minimum advertising cost, maximum advertising cost, advertising contract condition, or advertising bonus rate. It may further include.

Additionally, in the advertising execution support method, the optimization type among the execution conditions may include an advertising effect maximization type or a target value achievement type.

In addition, in the advertising execution support method, when the optimization type is advertising effect maximization, the execution conditions may include at least a target medium and a budget, and the optimization calculation in step (b) is performed according to the execution conditions, but the advertisement effect is maximized. It may be characterized by including operation logic to maximize the effect value.

Also, at this time, the advertisement execution plan generated in step (c) may include at least an expected advertisement effect value, and further, the optimization type is Reach maximization type, and the advertisement effect value may be a reach rate.

In addition, in the advertising execution support method, when the optimization type is a target value achievement type, the execution conditions include at least a target medium and a target value, and the optimization calculation in step (b) is performed according to the execution conditions, but the advertising effect is It may be characterized by including operation logic for bringing the value closer to the target value.

Also, at this time, the advertisement execution plan generated in step (c) may include at least an expected advertisement budget and an expected advertisement effect value, the optimization type is Reach achievement type, and the advertisement effect value may be a reach rate.

Meanwhile, the advertising execution support system according to another embodiment of the present invention receives execution conditions - the execution conditions include target media on which advertisements are to be executed - and performs optimization calculation based on the execution conditions. operation unit; may include.

In addition, the advertisement execution support system is a service provider that receives execution condition input from the user and transmits it to the calculation unit, receives a result value according to the optimization calculation from the calculation unit, and generates an advertisement execution plan based on the result value. study; It may further include.

Additionally, in the advertisement execution support system, the calculation unit and the service provision unit may each be a server computer equipped with a central processing unit and memory.

According to the present invention, when a user wants to run an advertisement in multiple media, he or she can be provided with an advertisement execution plan on different media just by entering simple information, which has the effect of greatly increasing user convenience.

In addition, according to the present invention, it is possible to increase user convenience by allowing the user to select an optimization type of advertising execution plan according to the user's situation or user's intention.

Meanwhile, the effects of the present invention are not limited to those mentioned above, and other technical effects not mentioned will be clearly understood by those skilled in the art from the description below.

Figure 1 conceptually illustrates how a user receives advertisement execution support by the system according to the present invention.
Figure 2 sequentially lists each step of the advertisement execution support method according to the present invention.
Figure 3 lists detailed information included in the execution conditions received by the advertisement execution support system.
Figure 4 shows an embodiment when the type of optimization operation is advertising effect maximization type, and Figure 5 shows an embodiment when the type of optimization operation is target value achievement type.
Figure 6 shows the interface implemented to execute the advertisement execution support method, especially the input interface with Reach maximization selected as the type of optimization operation.
FIG. 7 shows an output interface, or an advertisement execution plan, after optimization calculation is performed according to the execution conditions input in FIG. 6.
Figures 8 and 9 show how the advertising plan is calculated again as the target changes after the advertising plan is calculated.
Figure 10 shows the input interface with the optimization operation type selected as Reach achievement type.
Figure 11 shows the output interface, or advertisement execution plan, after optimization calculation is performed according to the execution conditions input in Figure 10.
Figure 12 is a diagram to explain a function that can simulate the results of optimization according to a certain percentage increase in advertising costs.
Figure 13 is a diagram to explain the relationship between the calculation unit and the service provision unit, which are two components that make up the advertisement execution support system.

Details regarding the purpose and technical configuration of the present invention and its operational effects will be more clearly understood by the following detailed description based on the drawings attached to the specification of the present invention. Embodiments according to the present invention will be described in detail with reference to the attached drawings.

The embodiments disclosed herein should not be construed or used as limiting the scope of the present invention. It is obvious to those skilled in the art that the description including the embodiments of this specification have various applications. Accordingly, any embodiments described in the detailed description of the present invention are illustrative to better explain the present invention and are not intended to limit the scope of the present invention to the embodiments.

The functional blocks shown in the drawings and described below are only examples of possible implementations. Other functional blocks may be used in other implementations without departing from the spirit and scope of the detailed description. Additionally, although one or more functional blocks of the present invention are shown as individual blocks, one or more of the functional blocks of the present invention may be a combination of various hardware and software components that perform the same function.

Additionally, the expression including certain components is an “open” expression and simply refers to the presence of the components and should not be understood as excluding additional components.

Furthermore, when a component is referred to as being “connected” or “connected” to another component, it should be understood that although it may be directly connected or connected to the other component, other components may exist in between. do.

Figure 1 briefly illustrates a process in which a user receives an optimized advertisement execution plan after inputting a series of execution conditions using the advertisement execution support system according to the present invention.

Conventional advertising execution plans have generally been calculated based on only one medium. For example, even if an advertiser wanted to broadcast an advertisement through two different types of media, TV broadcasting media and digital platform media, an advertising execution plan had to be calculated for each medium, and this required the advertiser or advertising manager to carry out the advertising execution process. This has become a reason for making the overall feel cumbersome, and there has also been a problem of not being able to obtain sufficient information despite spending a large amount of money because it is impossible to comprehensively analyze or predict how efficiently the advertising budget used for all media has been spent.

Figure 1 is an attempt to solve the above problems in the execution of conventional advertisements. Referring to Figure 1, the advertisement execution support process according to the present invention is when the user transmits execution conditions to the advertisement execution support system 1000, The advertisement execution support system 1000 may perform an optimization calculation with reference to the above execution conditions and provide the advertisement execution plan calculated as a result of the optimization calculation back to the user.

For reference, since the present invention relates to a method of calculating an optimal advertising execution plan in heterogeneous media and a system for this, there is no limit to the type of media through which advertisements are to be exposed. However, this detailed In order to help understand the invention, the explanation will be made assuming a situation where advertising execution plans are calculated in TV broadcasting media and digital platform media.

Also, for reference, in this detailed description, the term advertising execution plan is used. Here, the advertising execution plan refers to a plan to purchase advertisements and a plan to organize the purchased advertisements through the medium(s). Within this advertising execution plan, there are multiple At least one of information may be included among media, channels or platforms included in each media, advertising costs allocated to each channel or platform, and expected advertising effects.

In addition, the 'user' shown in FIG. 1 can be interpreted as various entities. For example, the user may be an advertising representative in charge of advertising execution or an advertiser.

That is, in the present invention, an advertising manager of a broadcasting company who has received a set of execution conditions from an advertiser can directly input the execution conditions using an input means or a terminal (computer, smartphone, etc.) and transmit them to the advertisement execution support system 1000. Alternatively, an interface may be provided so that advertisers can directly input execution conditions using an input means or terminal. At this time, the interface provided for the advertiser or advertiser to input execution conditions may be provided through a wired or wireless network, and the input information may be transmitted to the advertisement execution support system 1000 through a wired or wireless network. . As such, in the present invention, there is no limitation on who inputs execution conditions into the advertisement execution support system 1000, and it is sufficient as long as the advertisement execution support system 1000 can receive execution conditions from someone through a network environment. .

Another noteworthy matter is that the advertising execution support system 1000 according to the present invention may be composed of one server computer or two server computers, as needed, where each server computer has a central processing unit ( It is assumed that it has a CPU and memory. At this time, the central processing unit may also be called a controller, microcontroller, microprocessor, microcomputer, etc. Additionally, the central processing unit may be implemented by hardware, firmware, software, or a combination thereof. When implemented using hardware, an application specific integrated circuit (ASIC) or a digital signal processor (DSP) is used. , DSPD (digital signal processing device), PLD (programmable logic device), FPGA (field programmable gate array), etc., if implemented using firmware or software, a module, procedure or function that performs the above functions or operations. The firmware or software may be configured to include. In addition, memory includes ROM (Read Only Memory), RAM (Random Access Memory), EPROM (Erasable Programmable Read Only Memory), EEPROM (Electrically Erasable Programmable Read-Only Memory), flash memory, SRAM (Static RAM), It can be implemented with HDD (Hard Disk Drive), SSD (Solid State Drive), etc.

Additionally, a server computer may be in the form of a cloud server, that is, a cloud server that an operator can use by paying a small fee.

Meanwhile, the advertising execution support system shown in FIG. 1 may preferably include two components, that is, an operation unit and a service provision unit, and each may be implemented as a server computer. This will be explained in more detail in the later description of FIG. 13, so further description will be omitted here.

With reference to the drawings below in FIG. 2, the advertisement execution support method according to the present invention will be described in detail.

Figure 2 lists each step of the advertisement execution support method according to the present invention. Referring to FIG. 2, the advertisement execution support method according to the present invention largely includes a step of receiving execution conditions (S100), a step of performing an optimization operation (S200), a step of generating an advertisement execution plan (S300), and execution of the generated advertisement. It may include a step of converting the plan into a database (S400). Among these, steps S100 to S300 are essential steps to achieve the purpose of the present invention, and step S400 can be performed or omitted as needed. Below, we will look at each step in more detail.

First, the step of receiving execution conditions (S100) is a step in which the advertising execution support system 1000 receives input of execution conditions from the user. In this step, as briefly mentioned above, the advertising representative who receives a series of information from the advertiser The advertisement execution support system (1000) receives execution conditions entered using one's own terminal (computer, smartphone, etc.), or the advertisement execution support system 1000 receives execution conditions entered directly by the advertiser using one's own terminal. The system 1000 may be in a receiving form.

Execution conditions include conditions referred to when the advertisement execution support system 1000 internally performs optimization calculations, and detailed conditions of the execution conditions are listed in FIG. 3.

As explained with reference to Figure 3, first, the target medium relates to the type of media through which advertisements are to be exposed, for example, TV broadcasting media, digital platform media (here, digital platform media includes OTT service platform, YouTube, (This refers to platform media that have a mass communication environment such as SMR and SNS and can expose advertisements) can be selected target media.

The budget is a condition regarding the costs necessary for advertising execution, and may include a value regarding how much the advertiser is willing to pay for the purpose of concluding an advertising purchase contract. As will be described later, the budget condition may be input by the user when the type of optimization operation is selected as maximum advertising effect, and the optimization operation may be performed according to the budget.

Target refers to the audience that the advertiser has decided as the target of the advertisement. Since the advertisement viewership rate is different for each target, the advertisement effectiveness value may vary depending on how the target conditions are set. Targets can generally be specified by detailed conditions including gender, age, or region.

The analysis target is to select the channel or platform for each medium to which optimization will be applied when performing optimization calculations. For example, in the case of TV broadcasting media, how many channels or which channels to perform optimization calculations are selected. When it is a digital platform medium, specific platforms such as YouTube and OTT can be selected.

Regarding the analysis method, the basic function of the advertising execution support method according to the present invention is to provide advertising execution plans to users through 'optimization calculation', which will be described later, but in addition to this, advertisements are advertised based on 'past execution plans'. There may also be a function to provide an execution plan, and the analysis method determines whether the user will be provided with an advertising execution plan through optimization calculation when he/she wants to receive an advertising execution support service, or an advertising execution plan generated based on past execution plans will be provided. This is a condition for deciding whether to receive it or not. For reference, based on the past operation plan, the advertisement execution plan can be created by allocating the advertising budget according to the distribution rate value for each channel by referring to the advertisement execution data that was executed in the past. Meanwhile, since the present invention relates to calculating an advertising execution plan through 'optimization calculation', it is understood that a detailed description will also be provided focusing on this.

Next, the optimization type is a condition for determining the operation type of the optimization operation. The optimization type can broadly include two types: advertising effect maximization type or target value achievement type. The optimization type can basically vary depending on what the user intends to achieve and what conditions the user can currently specify. The advertising effect maximization type utilizes the given advertising budget to determine the advertising effect value (ad exposure). Logic to maximize the effect that can be achieved or a numerical representation of the expected effect), and the target value achievement type achieves this target value when the target value (target value of advertising effect value) is entered by the user. Meanwhile, the logic to minimize the advertising budget is executed during optimization calculations, allowing each result to be calculated. For example, assuming that the advertising effect value is the reach value (the number of people or households reached by an advertisement more than once), if the advertising effect maximization type is selected, optimize in a direction that can maximize the reach value under the given budget. The calculation will be performed, and if the target value achievement type is selected, the optimization calculation will be performed in a way to achieve the given target reach value while minimizing the budget.

The minimum advertising cost ratio by channel (by platform) determines the proportion of the budget that must be minimum allocated to a specific channel or platform determined by the user or advertiser. A user or advertiser may wish to set a higher proportion of advertisements in one channel or platform compared to other channels or platforms. The user or advertiser can set the condition by entering the desired value in this condition. For reference, execution conditions may include not only the minimum advertising cost ratio, but also the minimum advertising cost or maximum advertising cost. For reference, the values for the minimum advertising cost ratio, minimum advertising cost, maximum advertising cost, etc. may be entered for each medium, platform, channel, etc. For example, if optimization calculations are performed after a lower limit on advertising costs is set for a specific channel, advertising costs greater than the lower limit can be ensured for that channel.

Advertising contract conditions, advertising bonus rate, new channel status, etc. are all for entering advertising conditions. If you enter a value for at least one of the advertising contract conditions, advertising bonus rate, and new channel status, the bonus applied when running the advertisement Rates and additional bonus rates may change. The above advertising conditions may be set in various ways for each channel and platform, and must be expressed as a specific value so that the user can input it.

Meanwhile, in addition to these, conditions necessary for specifying the advertisement operation, such as advertisement length, advertisement time period, or hourly wage, may be additionally entered within the above execution conditions. If conditions such as advertisement length, advertisement time, or hourly rate are entered, the above conditions can be referenced together during optimization calculations, and accordingly, advertisement execution plans are made based only on advertisements that can be purchased or executed by channel and platform. can be calculated.

With reference to Figure 3 above, we looked into the execution conditions and detailed conditions included therein.

Figures 4 and 5 show the calculation results according to the above-mentioned optimization type, Figure 4 is the input and output when the optimization calculation is made in the advertising effect maximization type, and Figure 5 is the target value achievement type. This is a brief illustration of the result.

Referring to Figure 4, when the user selects the optimization type as advertising effect maximization, the execution conditions entered by the user must at least include the target medium and budget, and the results of the optimization calculation based on this are as follows. A result or advertising execution plan like the one on the right side of Figure 4 can be produced. Figure 4 shows an example of an advertising execution plan that is output when the user selects TV broadcasting media and digital platform media as the target media and enters 200 million won as the budget. When referring to the advertising execution plan shown on the right side of Figure 4, in the advertising execution plan, a total of 200 million won is distributed as shown in the table to CH1 to CH4 included in TV broadcasting media and Platforms 1 to 3 included in digital platform media. It can be confirmed that the advertising effect (based on GRPs) when distributed in this way is a total of 55.3.

Referring to Figure 5, when the user selects the optimization type as the target value achievement type, the execution conditions entered by the user must include at least the target medium and the target value, and the results of the optimization operation based on this are as shown in Figure 5. A result or advertising execution plan like the one on the right side of Figure 5 can be calculated. Figure 5 shows an example of an advertising execution plan that is output when the user selects TV broadcasting media and digital platform media as the target media and inputs 30% as the target value (Reach 1+). When referring to the advertising execution plan shown on the right side of Figure 5, as in Figure 4, in order to obtain an advertising effect exceeding the target value of 30% by adding up each Reach 1+ value in CH1 to CH4 and Platform 1 to Platform 3, It can be seen that the output output shows that a budget of 220 million is needed and that the budget can be distributed as shown in the table in Figure 5.

As such, the advertising execution support method according to the present invention is characterized by calculating and providing an optimized advertising execution plan under the constraints of the execution conditions when the user inputs arbitrary execution conditions.

Below, we will look at the optimization calculation in more detail. The optimization operation in the present invention can be implemented by Python's scipy.optimize package, where scipy.optimize provides a function that minimizes or maximizes the objective function according to given conditions, and more specifically, the SLSQP of the package. Provides an algorithm using the (Sequential Least Squares Programming) method.

Below, the explanation will be based on the interface actually encountered from the user's perspective.

First, Figure 6 shows the input interface when the type of optimization operation is selected as Reach maximization.

Looking at the main input conditions with reference to FIG. 6, the interface may include an input field 101 for entering the target media, and the user clicks the 101 input field and selects [TV broadcasting media + digital platform media] from the Dropbox menu. You can select . For reference, the user does not necessarily have to select multiple target media of different types through the 101 input box, and can also select a single target media such as [TV broadcast media], [digital platform media], etc., if necessary. . Additionally, the interface may further include an input field 102 for entering a budget, and the user can set budget conditions by entering an arbitrary value in the 102 input field. In the drawing, you can see that the user entered a budget of 500 million won. Additionally, the interface may include an input box 103 for setting a target. In the 103 input box, the user can search for one of the preset targets and select a specific target to set conditions for the audience targeted for advertisement exposure, and can also select a region. On the other hand, the interface may include an input box 104 for selecting the analysis target, that is, a channel or platform for each medium to which optimization will be applied. The user can select the input box 104 from the drop box menu displayed when clicking the 104 input box as shown in the drawing. Analysis targets can be set by selecting multiple channels and platforms. Additionally, the interface may include an input box 105 for selecting an analysis method and an input box 106 for selecting an optimization type. As previously mentioned in the explanation of Figure 3, through input field 105, it is possible to decide whether to create an advertising execution plan through 'optimization calculation' or based on 'past implementation plan', and in the drawing, the user can It can be seen that the creation of an advertising execution plan through ‘optimization calculation’ was selected. Next, the interface may include an input box 107 where the minimum advertising rate for each channel can be entered. In the drawing, you can see that the user entered the proportion so that at least 35% of the budget for tvN can be executed. Accordingly, the cost of 175 million out of the 500 million budget entered by the user can be automatically calculated and displayed. there is. Conversely, in the 107 input field, the user can directly enter the cost value, and the specific gravity value can be automatically calculated and displayed according to the cost value. Additionally, the interface may further include input boxes 108(a), (b), and (c) for entering conditions such as contract conditions, new channel availability, and (additional) bonus rate. Meanwhile, although not explicitly shown in the drawing, an input box for entering the minimum or maximum advertising cost for all media or platforms may be further included in the interface.

Figure 7 shows the actual implementation of the output interface according to the input as shown in Figure 6.

Referring to FIG. 7, the target media selected by the user, and channels and platforms to be analyzed may be displayed (201) on the interface. In the drawing, you can see that 11 channels including tvN selected within the TV broadcasting medium, and 3 platforms including YouTube selected within the digital platform medium are listed. Additionally, within the interface, the results of how much advertising budget can be distributed to each analysis object and the ratio (execution ratio) of the budget distributed to each analysis object compared to the total budget can be displayed (202). As a noteworthy matter, in the figure, among some of the analyzed channels or platforms, there are channels or platforms for which the advertising budget has not been allocated. This is because, as a result of the optimization calculation, not allocating the budget in this execution was calculated to increase overall advertising efficiency. . On the other hand, advertising effect values calculated as a result of optimization calculations may be displayed (203) within the interface. The advertising effectiveness value is a numerical representation of how many times the target will see the advertisement on the channel or platform when the advertisement is exposed. Advertising effectiveness values can be expressed as different values in TV broadcasting media and digital platform media. For example, advertising effectiveness values in TV broadcasting media include advertising viewership rate and GRP (Gross Rating Points) as shown in the figure. ), CPRP (Cost Per Rating Point; advertising cost required to obtain 1% viewer rating), Reach (percentage of people in the market who have seen the advertisement at least once), etc., and advertising effectiveness value in digital platform media. Types may include Impressions (number of exposures of advertisements), Viewable Impressions (number of exposures of visible advertisements), vCPM (viewable Cost Per Mille; advertising cost used to expose advertisements 1000 times), etc. As a noteworthy matter, in the advertising execution support method and system according to the present invention, even if there are a plurality of heterogeneous target media, users, especially advertisers, can easily recognize and understand the advertising effect on integrated media. Advertising effect values can be unified and displayed for one target medium. For example, referring to FIG. 7, not only are TV-based advertising effect values displayed for TV broadcast media, but the present invention also displays TV-based advertising effect values for digital platform media, thereby increasing user convenience. There is a feature in . When referring to the drawing, you can see that although Youtube, SMR, CJ OTT Live, etc. are all digital platform media, the GRPs, EQ.GRPs, CPRP, Eq.CPRP, and Reach values are displayed for these platforms, respectively. , it can be seen that the advertising effect values calculated in this way are added up with the advertising effect values of channels within the TV broadcasting medium and displayed as total advertising effect values. In other words, in the advertising execution support method and system according to the present invention, even if advertising execution is carried out on different types of media, the advertising effect in the actual market can be visually confirmed, that is, the advertising effect value is calculated based on a certain medium. It is characterized by performing a conversion operation (conversion between TV-based advertising effect value and digital platform-based advertising effect value) so that it is displayed only as a standard, allowing users to more easily know the expected advertising effect compared to the budget. Meanwhile, in addition to the display contents of 201 to 203 above, the interface of FIG. 7 may further display (204) information unique to the TV broadcasting medium, such as the bonus rate for each channel and the number of (advertisement) times per 10 million won. Based on the drawing, if the user needs to modify the additional bonus rate, they can directly enter the value by clicking on the additional bonus rate for each channel. If they need to change the number of broadcasts, they can also directly enter the value by clicking on the number column. .

With reference to Figures 6 and 7, we looked at the input and output interfaces when the type of optimization operation was selected as Reach maximization.

Figure 8 shows how the advertising effect values, especially the reach values of each channel within the TV broadcasting medium, change when the user arbitrarily changes the target conditions after the advertisement execution plan is created, and further shows the distribution of the budget for each channel and platform. It shows the process of how it changes.

Referring to Figure 8, the user can change the target to different conditions (①) while the advertisement execution plan is already created. If there is a change in the target, a change in the population can naturally occur in conjunction with it. Meanwhile, after the target is changed, there may be a change in the viewership rating, which is one of the advertising effect values based on the TV broadcasting medium, and the GRPs can be recalculated and updated (②) in conjunction with the changed viewership rating. In addition, after the GRPs are updated, the Reach value for each channel can be recalculated (③), and of course the Total Reach value can subsequently be recalculated (④). Additionally, after there is a change in the Total Reach value, the budget allocation rate for each channel may also change in connection with it (⑤).

Meanwhile, Figure 9 shows how the Reach values of each platform within the digital platform media change when the user arbitrarily changes the target conditions after the advertisement execution plan is created, and how the advertising budget distribution for each channel and platform changes. It is a drawing.

As in Figure 8, also in Figure 9, the user can change the target to a different condition (①), whereby changes in the population can occur in conjunction. Meanwhile, after the target change, the target time share on the digital platform will change, so the target Viewable Impression value may be recalculated (②), and accordingly, the Reach values for each platform may also be updated or recalculated (③). You can. In addition, after changes occur in the Reach values for each platform, the final budget allocation for each channel and platform included in TV broadcast media and digital platform media may change (④).

With reference to FIGS. 8 and 9, the process by which the final advertising budget allocation changes through a chain operation or update process was explained simply by the user simply changing the target conditions after the advertising execution plan is created.

Previously, in Figures 6 and 7, we looked at the input and output interfaces when the type of optimization operation is Reach maximization type. Figures 10 and 11, which will be described later, show the input and output interfaces when the type of optimization operation is Reach achievement type. It's about.

First, referring to Figure 10, the input interface of the Reach achievement type is that the input box 301 is activated so that the target value can be entered by the user, the type of optimization operation is selected as the Reach achievement type (302), and It is different from the input interface for the Reach maximized type in FIG. 6 in that no input is needed in the input field 303 for entering the budget. Meanwhile, the other conditions that can be entered, such as target medium (execution medium), target, analysis object, analysis method, minimum advertising cost ratio for each channel, contract conditions, bonus rate, new channel, etc., are all substantially the same as those described in Figure 6. Please refer to the previous explanation.

Next, referring to Figure 11, the output interface of the Reach achievement type has a target value (401) set, the optimization type (402) is selected as the Reach achievement type, and the necessary budget (advertising cost) as a result of the optimization calculation is It is different from the output interface of FIG. 7 in that it is displayed (403). Meanwhile, the display of distribution, advertising effect value, etc. for each channel or platform is substantially the same as that mentioned in the description of FIG. 7, so the previous description will be referred to.

Figure 12 is for explaining the advertising effect simulation function provided by the advertising execution support method and system according to the present invention. Specifically, the present invention provides an advertising effect simulation function so that it can be easily seen how much the advertising effect increases as the advertising budget gradually increases. Figure 12 shows the simulation results provided as a graph. As can be seen in the drawing, the increase rate of advertising costs can be displayed on the Parameters can be changed.

Meanwhile, the input or output interface in the various embodiments described above includes a “Reach Curve” icon, which can be understood as an icon for executing the simulation function as shown in FIG. 12. When the user clicks this, an interface as shown in Figure 12 is displayed to the user, which includes an input box 501 for setting the simulation rate standard, an input box 502 for defining the X-axis of the graph, and a display box 503 where the graph is displayed. ) may be included. According to the drawing, the Reach graph may indicate how much the Reach value will increase as advertising costs increase, and users can determine their advertising budget by referring to this graph. Additionally, referring to FIG. 12, within the interface, the expected advertising effect for each ratio may be displayed as a number each time the advertising cost increases (504).

Figure 13 shows an advertisement execution support system 1000 according to the present invention. According to this, the advertisement execution support system 1000 may largely include a service provision unit 1010 and a calculation unit 1030.

The service provider 1010 receives the execution condition input from the user and transmits it to the calculation unit 1030, receives the result value according to the optimization calculation from the calculation unit 1030, and creates an advertising execution plan based on the result value. It may be a configuration that creates.

Additionally, the calculation unit 1030 may be configured to receive execution conditions and perform optimization calculations based on the execution conditions.

At this time, the service providing unit 1010 and the calculating unit 1030 may each be implemented as a single server computer, or in some cases, the service providing unit 1010 and the calculating unit 1030 may be implemented as a single server computer. It may be a module implemented within a computer. For reference, Figure 13 illustrates the assumption that the service providing unit 1010 and the calculating unit 1030 are each implemented as separate server computers.

Referring to Figure 13, the general flow of the advertisement execution support method is explained again as follows. First, the service provider 1010 not only receives input of execution conditions from the user, but also can query and load (A) basic data for creating an advertisement execution plan in the future. Afterwards, the service providing unit 1010 may transmit (B) a series of data, that is, data containing at least some of the execution conditions input by the user, to the calculating unit 1030. The calculation unit 1030 that receives the delivered data can execute an algorithm for optimization calculation (C) and calculate a result value (D) such as the optimal distribution ratio or optimal advertising cost for each channel or platform. The result value calculated in this way can be transmitted (E) back to the service provider 1010, and the service provider 1010 accepts the result as an input for generating an advertising execution plan (F) and then preset Depending on the logic(s), advertising effect values corresponding to the result (optimal distribution ratio or optimal advertising cost) can be calculated to finally generate (G) and output (H) an advertising execution plan.

We have looked at the advertising execution support method and system according to the present invention. Meanwhile, the present invention is not limited to the specific embodiments and application examples described above, and various modifications may be made by those skilled in the art without departing from the gist of the present invention as claimed in the claims. Of course, it is possible, but these modified implementations should not be understood separately from the technical idea or outlook of the present invention.

In particular, configurations that implement the technical features of the present invention included in the block diagram and flow chart shown in the drawings attached to this specification represent logical boundaries between the configurations. However, according to an embodiment of the software or hardware, the depicted configurations and their functions are executed in the form of stand-alone software modules, monolithic software structures, codes, services, and combinations thereof, and can execute stored program code, instructions, etc. Since the functions can be implemented by being stored in a medium executable on a computer equipped with a processor, all of these embodiments should also be regarded as falling within the scope of the present invention.

Accordingly, although the attached drawings and their descriptions illustrate the technical features of the present invention, they should not be simply inferred unless a specific arrangement of software for implementing these technical features is clearly stated. In other words, various embodiments described above may exist, and since such embodiments may be partially modified while retaining the same technical features as the present invention, these should also be regarded as falling within the scope of the present invention.

In addition, in the case of a flow chart, operations are depicted in a specific order in the drawing, but this is shown to obtain the most desirable results, and it is understood that such operations must be executed in the specific order shown or that all illustrated operations must be executed. It shouldn't be. In certain cases, multitasking and parallel processing may be advantageous. Additionally, the separation of various system components in the embodiments described above should not be construed as requiring such separation in all embodiments, and the program components and systems described are generally integrated together into a single software product or integrated into multiple software products. It should be understood that it can be packaged.

As such, this specification is not intended to limit the invention to the specific terms presented. Accordingly, although the present invention has been described in detail with reference to the embodiments described above, those skilled in the art can make modifications, changes, and modifications to the embodiments without departing from the scope of the present invention. Transformations can be made. The scope of the present invention is indicated by the claims described later rather than the detailed description above, and all changes or modified forms derived from the meaning and scope of the claims and their equivalent concepts are interpreted to be included in the scope of rights of the present invention. It has to be.

1000 advertising execution support system
1010 Service Provider
1030 arithmetic unit

Claims (13)

In an advertising execution support method executed by a computing device having a central processing unit and memory,
(a) receiving execution conditions entered by the user;
(b) performing optimization calculations based on the execution conditions; and
(c) generating an advertising execution plan based on the results of the optimization calculation;
The execution conditions entered by the user include a target medium including at least two different types of media for which advertisements are to be executed, and an optimization type, which is a type of operation to be executed during the optimization operation, where the optimization type is Either the advertising effect maximization type or the target value achievement type is selected by the user,
If the optimization type selected by the user is an advertising effect maximization type, the optimization calculation in step (b) follows the execution conditions further including the budget input by the user, but uses calculation logic to maximize the advertising effect value. The advertising execution plan in step (c) is characterized in that it includes at least an expected advertising effect value,
If the optimization type selected by the user is a target value achievement type, the optimization operation in step (b) follows execution conditions that further include the target value entered by the user, but keeps the advertising effect value close to the target value. The advertising execution plan in step (c) includes at least an expected advertising budget and an expected advertising effect value,
The expected advertising effect value is converted and calculated to be displayed only based on one arbitrary medium,
The heterogeneous media,
Includes TV broadcast media including one or more channels and digital platform media including one or more platforms,
The expected advertising effect value is,
In the case of the above TV broadcast media, advertising viewership rate, GRP (Gross Rating Points), CPRP (Cost Per Rating Point; advertising cost required to obtain 1% viewership rating), and Reach (people in the market who have seen the advertisement at least once) contains at least one of the ratio of),
In the case of the digital platform medium, it includes at least one of Impressions (number of exposures of advertisements), Viewable Impressions (number of exposures of visible advertisements), and vCPM (viewable Cost Per Mille; advertising costs used to expose advertisements 1,000 times); ,
The above execution conditions are:
Includes the target subject of advertising exposure,
After step (c) above,
(d) receiving target conditions to be changed by the user;
It further includes,
In this case, in the case of the TV broadcasting medium, among the expected advertising effect values, a new calculation is made in the order of advertising viewership rate for each channel - GRP - Reach - Total Reach, and the budget allocation rate for each channel is changed,
In the case of the digital platform media, among the expected advertising effect values, the budget distribution rate for each platform is changed by newly calculating in the order of Viewable Impressions-Reach for each platform.
How to support advertising execution.
delete According to paragraph 1,
The above execution conditions are:
Characterized in that it further includes at least one of an analysis object including a channel or platform for each medium to which optimization will be applied during the optimization calculation, a minimum advertising rate for each channel, a minimum advertising cost, a maximum advertising cost, advertising contract conditions, or an advertising bonus rate. ,
How to support advertising execution.
delete delete delete According to paragraph 1,
The advertising effectiveness value is characterized in that the reach rate,
How to support advertising execution.
delete delete delete In a system for providing advertising execution support services,
an operation unit that receives execution conditions and performs optimization calculations based on the execution conditions; and
a service providing unit that receives execution condition input from the user and transmits it to the calculation unit, receives a result value according to the optimization calculation from the calculation unit, and generates an advertisement execution plan based on the result value; Including,
The execution conditions entered by the user include a target medium including at least two different types of media for which advertisements are to be executed, and an optimization type, which is a type of operation to be executed during the optimization operation, where the optimization type is Either the advertising effect maximization type or the target value achievement type is selected by the user,
If the optimization type selected by the user is the advertising effect maximization type, the calculation unit performs calculation logic to maximize the advertising effect value while complying with the execution conditions further including the budget input by the user, and performs the service provision. The advertising execution plan generated through the study is characterized by including at least the expected advertising effect value,
If the optimization type selected by the user is a target value achievement type, the calculation unit follows the execution conditions further including the target value input by the user, but performs calculation logic to bring the advertising effect value close to the target value. , The advertising execution plan generated by the service provider is characterized in that it includes at least an expected advertising budget and an expected advertising effect value,
The expected advertising effect value is converted and calculated to be displayed only based on one arbitrary medium,
The heterogeneous media,
Includes TV broadcast media including one or more channels and digital platform media including one or more platforms,
The expected advertising effect value is,
In the case of the above TV broadcast media, advertising viewership rate, GRP (Gross Rating Points), CPRP (Cost Per Rating Point; advertising cost required to obtain 1% viewership rating), and Reach (people in the market who have seen the advertisement at least once) contains at least one of the ratio of),
In the case of the digital platform medium, it includes at least one of Impressions (number of exposures of advertisements), Viewable Impressions (number of exposures of visible advertisements), and vCPM (viewable Cost Per Mille; advertising costs used to expose advertisements 1,000 times); ,
The above execution conditions are:
Includes the target subject of advertising exposure,
When the service provider receives target conditions to be changed by the user after generating the advertisement execution plan, in the case of the TV broadcasting medium, among the expected advertisement effect values, the advertisement viewership rate for each channel is selected in the order of GRP-Reach-Total Reach. A new calculation is made to change the budget allocation ratio for each channel,
In the case of the digital platform media, among the expected advertising effect values, the budget distribution rate for each platform is changed by newly calculating in the order of Viewable Impressions-Reach for each platform.
Advertising execution support system.
delete According to clause 11,
Characterized in that the calculation unit and the service provision unit are server computers each equipped with a central processing unit and memory.
Advertising execution support system.

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