KR20010096893A - IAEM, Internet Advertising Effectiveness Model - Google Patents

Abstract

Ad Digital Internet Advertising Effectiveness Model (IAEM) is a business model belonging to the field of internet advertising marketing, and each of the internet advertising fields that existed as independent areas such as media planning and execution, creative production, and development of advertising solutions. It is a new type of Internet advertising model that systematically integrates elements and executes personalized advertisements based on the latest Internet advertising technology. It consists of four areas of the Internet advertising agency-planning and consulting, media planning and execution, creative production, solution development, and advertising effect analysis, each part built under the Ad Digital Database Management System (ADMS). Integrating dB means a one-stop Internet advertising marketing model that develops, executes and analyzes the optimal Internet advertisement for each customer.

Information about advertisers, projects, advertisement products, market environment, and target customers is analyzed and organized under the Ad Digital Market Analysis System (AMAS) and input to ADMS advertiser dB. Determining the media characteristics among the input ADMS advertiser dB to derive the optimal media list through the website digital dB (AWAD, Ad Digital Web Site Analysis Database) and input it to the ADMS media dB. At the same time, the ADMS advertiser dB identifies the creative characteristics, determines the creative type and message according to the AOCCS (Ad Digital Optimizing Creative Solution). The company analyzes Creative dB and Advertiser dB, establishes a communication strategy, obtains the approval of the advertiser, and executes a communication campaign by automatically executing Internet advertisements using the ADMS ad server function. When a customized interactive banner is applicable in the campaign development process, the visitor's information is analyzed using a personalized banner (APIB) and systemized by individual dB, and a one-to-one marketing solution (AOMS, Ad Digital One) to carry out individual marketing activities. At the same time, the effectiveness of the campaign is analyzed through the Internet Ad Effect & Analysis Solution (AMES), which is reflected in ADMS media, ADMS creative, and ADMS advertiser dB. Finally, create a campaign report for each advertiser.

This model integrates the whole process of internet advertising into a scientific system, maximizing the consistency and efficiency of advertisement execution, and applying the latest internet advertising technology to realize customized advertisements for each individual customer. It is a new Internet advertising business model that overcomes controversy over advertising effectiveness due to process inefficiency, unidirectional execution process, and lack of targeting.

Description

Internet Advertising Effectiveness Model that defines processor regulation, operation procedure, system configuration and role for efficient operation of Internet advertising {IAEM, Internet Advertising Effectiveness Model}

The present invention relates to a business process and system for systematically and efficiently executing Internet advertising. More specifically, the present invention relates to a comprehensive process of combining Internet advertising in an organic integrated process, and the regulation and data processing of each element necessary for executing Internet advertising. This is an Internet business model that includes a complete overview of the process, the step-by-step process, and the system configuration.

Due to the rapid increase of the Internet users and the continuous improvement of the Internet access environment, the popularization of the Internet is proceeding rapidly. Accordingly, various attempts have been made to commercially use the Internet, and various types of businesses using the Internet are being developed. However, most Internet sites are not moving away from the initial business model based on attracting more customers than their own profitability model. As a result, Internet advertising has been recognized as a major commercial means for these Internet companies. Since 1996, when the Internet began to be used in earnest, the scale of Internet advertising has been rapidly increasing, and continuous growth is expected in the future. . In order to reflect the recent market environment, various types of Internet advertising agencies are appearing in Korea, and existing advertising agencies have been carrying out various activities to reinforce Internet advertising. In addition, domestic foreign Internet companies with global networks are entering the country. Nevertheless, despite the outward growth, the controversy over Internet advertising continues. This controversy can be pointed out in four main ways.

First, as shown in the recent case of discontinuation of Internet advertising of parent automobiles, there is a debate about the effect of internet advertising. This controversy can also be seen in the low figures of cost per mille (CPM) and click through rate (CTR), which are used to measure the effectiveness of banner advertising, which is the most widely used among internet advertisements.

Secondly, in the existing Internet advertising, the effect of measuring and evaluating the advertisement effect that can objectively measure the effect of the actual banner advertisement is not properly achieved. This implies a problem that can ultimately be related to the reliability of advertisement execution.

Third, a large number of domestic internet advertising agencies have shown limited limitations on the integrated needs of advertisers by deploying services oriented to specific areas of internet advertising. This means that the flexibility to cope with the rapidly changing market environment and the inefficiency of each stage of advertisement execution exist.

Lastly, targeted advertisements based on accurate dB for each customer are not being executed. This requires a cautious approach in terms of personal information protection associated with individual dB, but as a means of personalization in terms of user utilization, Internet advertising is an active user based on interactive and interactive, unlike four major media. It should also be pointed out that it is not clearly recognized that it is a medium for individual use.

Therefore, in order to solve this problem, scientific research through understanding the essential aspects of the Internet as a medium, researching the effective use of internet advertising, and developing systematic processes that can be specified and dB-related information Processing system is required. In addition, the development of the latest Internet advertising solutions that can enable individual targeted advertising as a new form of Internet advertising, and the introduction of an effect measurement system that accurately evaluates the execution of advertisements, is basically pursued in Internet advertising, which requires a customer-oriented strategic approach. It will be a challenge to be done.

The first object of the present invention is to provide a method of operating an Internet advertisement that can systematically integrate four major areas of Internet advertising, planning, media planning and execution, creative production, and development of an advertising solution.

It is a second object of the present invention to provide a method for quantifying, standardizing, and dBizing advertiser information, project information, market environment information, and target customer information required to perform an Internet advertisement.

It is a third object of the present invention to provide a system configuration and process for creating an optimal media list that meets the needs of advertisers by organizing various media sites on the Internet according to site classification criteria.

A fourth object of the present invention is to provide a system configuration and process capable of providing an optimal creative type and message by utilizing the inputted advertiser dB in creative production.

A fifth object of the present invention is to provide a system configuration and process for efficiently executing an advertisement to a target media by utilizing an ADMS ad server function.

The present invention provides an interactive banner implementation applying the latest Internet technology, analysis of visitor information through the system and systemizing it by individual dB, and provides a technology and operation method that can perform one-to-one marketing based on this. The sixth object is to

The seventh object of the present invention is to describe a system construction capable of measuring and evaluating the effects of Internet advertisement execution and a process construction method that can reflect the results thereof.

It is an eighth object of the present invention to provide a system configuration and process that enables billing and settlement of advertisers simultaneously with the execution of Internet advertising.

1 is a flowchart illustrating a processor configuration and a data processing system of an Internet advertisement effect model according to the present invention.

1-1 is a simplified diagram of FIG.-1 showing the overall flow of the present invention.

FIG. 2 is a flowchart showing the type of data input through the market analysis system (AMAS) shown in FIG. 1 and the process of registering the ADMS advertiser dB.

FIG. 3 is a flow chart for inputting the analysis and classification by characteristics for media dB conversion and the website analysis dB (AWAD).

Figure 4 is a flow chart for identifying the media characteristics through the ADMS advertiser dB and the existing advertising effect dB to derive the optimum media list through matching with the website analysis dB (AWAD) and input them to the ADMS media dB.

FIG. 5 determines creative types and messages by integrating creative characteristics through ADMS advertiser dB and existing advertising effectiveness dB by media type and characteristics derived through Creative Optimization Solution (AOCS) and website analysis dB in FIG. This is a flowchart for inputting to creative dB.

FIG. 6 analyzes and organizes visitor's personal information through interaction with the visitor by using APIB, and stores it in ADMS individual dB, and performs personalized marketing activity through one-to-one marketing solution based on this. Flow chart for deployment.

7 is a flowchart showing a payment system that can be billed and billed by the advertiser by using the ADMS advertiser dB after the advertisement execution.

8 is a flow chart for analyzing the advertising effect by using the advertising effect analysis solution after the execution of the advertisement, and using the results to enter the ADMS advertiser dB and the advertising effect dB.

<Description of the symbols for the main parts of the drawings>

10: Data Processing System-dB Integration and Ad Server Functions

(ADMS, Ad Digital dB Management System)

20: Market Analysis System

(AMAS, Ad Digital Market Analysis System)

30: Web site analysis dB

(AWAD, Ad Digital Web site Analysis Database)

40: Creative Optimization Solution

(AOCS, Ad Digital Optimizing Creative Solution)

50: Personalized Banners

(Ad Digital Personalized Interactive Banner)

60: One-to-One Marketing Solutions

(AOMS, Ad Digital One to One Marketing Solution)

70: Advertising effectiveness analysis solution

(AMES, Ad Management & Effect Measurement Solution)

110: ADMS advertiser dB

120: ADMS media dB

130: ADMS Creative dB

140: ADMS Personal dB

150: ADMS advertising effectiveness dB

200: AMAS input information

300: Media Analysis and Classification

310: Optimal media list via AWAD

400: Creative Types and Messages via AOCS and AWAD

500: Enter and register personal information through APIB

600: Personalized Marketing with AOMS

700: Analysis of advertising effect through AMES

The application method of the Internet advertisement according to the present invention is capable of collectively processing the detailed dB, the server capable of efficient advertisement execution (ADMS), the detailed system in charge of data input and output for each process (AMAS), site dB (AWAD) It consists of related solutions (AOCS, AMES, AOMS).

In order to achieve the first object, the process for the entire process from internet advertisement planning to report preparation for each advertiser is established, and dB is built based on input / output and input information of necessary information for each step, and overall processing Operate a data processing system (ADMS). Data Processing System (ADMS) allows advertisers dB, media dB, creative dB, personal dB and advertising effectiveness dB to be input and output in accordance with the required processes and solutions so that the overall needs of the customer can be delivered as a consistent message throughout the entire internet advertising process. Operate integrated.

1 is a schematic diagram showing an overall Internet advertising flow and system as a whole embodying the first purpose. In the information input part, which is an initialization part of the Internet advertisement, the advertiser, project, advertisement product, market environment, target customer and AE subject information are classified and quantified by characteristics under the market analysis system (AMAS) 20, and the data processing system (ADMS) Enter in 10 dB of advertiser. Then, by using the website analysis dB (AWAD) 30 and the Creative Optimization Solution (AOCS) 40, the media characteristics and creative characteristics of ADMS advertiser dB are matched to derive the optimal media list and at the same time, creative type and message. Determined, to produce creative. Based on the result, the advertising strategy is established and the media list and the created creative are inputted into the ADMS media dB and the creative dB by obtaining the approval of the advertiser. When the advertising campaign is developed through the ADMS server, when the personalized banner (APIB) is applied, the visitor information is analyzed and the result is systematically input to the ADMS customer dB. Customer-specific marketing is performed through One-to-One Marketing Solution (AOMS) 60 based on customer dB. After the advertising campaign is executed, the effect analysis on the executed advertisement is obtained through the advertisement effect analysis solution (AMES) 70 and input to the ADMS advertisement effect dB and applied to the media dB and the creative dB. Enable advertising execution and analysis. Billing and payment are executed based on the ADMS advertiser dB, and the report is made for each advertiser through the advertisement effect analysis dB.

In order to achieve the second object, the various input information necessary to perform the Internet advertising is classified into six categories according to the classification criteria by characteristics, and this is classified and quantified by characteristics through the market analysis system (AMAS). This information is then entered into the ADMS advertiser dB. The six main categories and details entered into the market analysis system are as follows: First, advertiser information includes information on advertiser name, business area, contact information, history, company characteristics, brand awareness, and core competencies. Second, information about the project title, project type, ROI purpose, budget and time period is input to the project information. Third, the product information such as product name, price, customer profile, sales volume and market share are inputted into the advertisement product information. Fourth, information on market structure, such as industrial growth rate and competition, is entered into market environment information. Fifth, information on demographic characteristics, psychological characteristics, sociological characteristics, and internet user characteristics are input to the target customer information. Lastly, in the AE information, characteristics such as weights determined by the responsible AE are input.

Figure 2 shows a server and process for AMAS input category and ADMS advertiser dB input to achieve the second object. Enter the advertiser, project, advertising product, market environment, target customer, AE subjective information, etc. through the market analysis system (AMAS) 20, and classify and categorize each characteristic into the ADMS advertiser dB 110. It has a configuration.

In order to achieve the third object, 13 kinds of classification criteria are applied to major media on the Internet to grasp media characteristics and input them to the website analysis dB (AWAD). The main inputs are media name, site address, contact person, address, daily visitors, demographic classification of users, banner price by location, membership status, etc. The media characteristics of the ADMS advertiser dB and the existing advertising effect dB are matched with the website analysis dB classified in advance, and the optimal media list is extracted and input into the ADMS media dB.

3 and 4 are diagrams illustrating processes and systems for deriving an optimal media list. 3 is a process 310 for classifying each media by characteristics through selection 300 and media analysis, and registering them in the website analysis dB (AWAD) 30. 4 has a configuration 30 that derives media characteristics from the ADMS advertiser dB 110 and the advertising effect dB 150 (10), and derives the optimal media through the website analysis dB (AWAD) 30. . The derived media list is input to the ADMS media dB 120.

In order to achieve the fourth object, creative type and characteristics of ADMS advertiser dB and existing advertising effectiveness dB based on media type and characteristics through Creative Optimization Solution (AOCS) and Website Analysis dB (AWAD). Determine the message and create the creative. Enter the created creative into ADMS Creative dB.

5 is a diagram illustrating an optimal creative production process through input information. Creative characteristics of ADMS Advertiser dB (110) and Advertisement Effect dB (150) using media type and characteristics through Creative Optimization Solution (AOCS) 40 and Website Analysis dB (AWAD) 30. It has a configuration 400 for determining and manufacturing. The produced creative is input to the ADMS creative dB (130).

In order to achieve the fifth object, an ad server function capable of independently executing an advertisement is required. The add serve pre-allocates a specific area of the selected media and executes an optimal internet advertisement in accordance with advertiser needs and selected media characteristics. The data processing system (ADMS) includes such ad subfunctions.

In order to achieve the sixth object, there is a need for a patent-pending APIB system and information output interactive banner advertisement system technology. Our patent-pending technology provides our customers with interactive banners, drives clicks, provides customized information that advertisers want, and stores this information in ADMS customer dB through dB programming to interact with customers. Specify. In addition to storing customer information in ADMS customer dBs and responding to customer calls (logins), the user analyzes, compares, and executes interactive banners tailored to individual customers on the Web using active server page programming. Targeted ads executed through this process will provide new and second, third-targeted advertisements in response to customer calls (clicks) and continue to serve customers. By forming a certain category to continuously induce interactions with customers, it can also perform the function of individual one-to-one marketing.

6 provides two processes for achieving the sixth purpose. Through the process of analyzing and systemizing the visitor's personal information through personalized banner, the process of inputting this into ADMS individual dB and marketing of individual event events and prizes based on ADMS individual dB by utilizing One-to-one marketing solution (AOMS) technology. It consists of two processes that perform activities. Banners are exposed to media visitors through APIB (50), and the visitor's personal information obtained through interaction with the visitor is received (500), and this is input to the ADMS individual dB (140). . Based on the ADMS individual dB, one-to-one marketing solution (AOMS) 60 performs individual marketing to meet the various needs of each individual visitor (600).

In order to achieve the seventh object, the present invention is composed of a solution capable of analyzing the effect of the executive advertisement and a system and process capable of dBing the analysis result. Advertising Effect Analysis Solution (AMES) is an advertisement management and analysis solution on the Internet. It is a solution that enables scientific advertisement management through easy advertisement management and advertising value analysis through advertisement management, advertisement analysis and targeting functions. Therefore, through the advertisement effect analysis solution after ad execution, data such as impressions, clicks, clicks compared to impressions, statistics by time of day, weekly, monthly time zone statistics, etc. can be dBized. Input in dB, each advertiser can objectively present the effect on executive advertising. In addition, the advertisement effect dB, which is the result of the actual user's response, is utilized for media selection and creative production in the preceding stage, thereby enabling advertisement execution on the user side.

7 is composed of a solution according to the solution and advertising effect analysis to achieve the seventh object. After the advertisement is executed, the advertisement effect analysis solution (AMES) 70 analyzes the advertisement effect (700), and inputs the result data into the ADMS advertiser dB (110) and the advertisement effect dB (150).

In order to achieve the eighth object, the ADMS advertiser dB input after the execution of the advertisement is utilized to enable the billing and settlement according to the advertisement execution. This enables advertisers to make billings and payments without additional work by utilizing advertisers' dBs entered under the Market Analysis System (AMAS).

8 consists of a system and a process for achieving the eighth purpose. After the advertisement is executed, billing and settlement are made through the ADMS advertiser dB (110), and the report is composed of advertisers.

According to the present invention described above, the following effects can be obtained.

First, the present invention can maximize the consistency and efficiency of Internet advertising execution. Since the conventional advertising agencies provide services specialized in either field such as media planning and execution or creative production, there was a limit in carrying out a consistent message in establishing a communication strategy to solve the advertiser's needs and executing them step by step. In addition, these limitations have been an obstacle in reflecting various needs of advertisers according to the rapidly changing market environment. The present invention builds a process that integrates the entire system to this problem, and responds to immediate market changes by dBizing advertiser needs and related information, while maintaining objectivity and consistency in the process of creative production and media selection. It was.

Second, the present invention is expected to obtain a high efficiency compared to the existing Internet advertising by applying the latest Internet advertising technology, by utilizing the personalized media characteristics of the Internet to execute a personalized advertising for each customer. In other words, by receiving the customer's information by using the interactive banner, and storing it and executing the targeted banner by using the stored information for the next visit, the attention rate of the customer may be increased, and the banner click rate may be increased accordingly. It is expected. This is a new internet advertising technology that enables customers to target and deliver customized messages by linking with the site customer dB beyond the existing internet advertising technology, media targeting.

Finally, when the Internet advertisement is executed, it is possible to execute the advertisement directly and efficiently through the ad server function, and the scientific analysis and analysis result of the actual advertisement effect by dB is reflected in the advertisement production through the advertisement effect analysis system. You can do that. This resulted in insufficient effect analysis on the execution of existing advertisements, and as a result, the immediate improvement was not made, which became a factor in the debate of the Internet advertisement effect. The present invention is expected to be able to dispel this controversy through the establishment of advertisement effects solution and ADMS advertisement effect dB together with the latest ad server.

Claims (8)

It is an advertisement management method that solves the comprehensive needs of customers for internet advertising. It integrates and operates various data necessary for internet advertising execution in the form of data analysis system (ADMS) dB and integrates the step-by-step process required for advertising execution. Overall Internet advertising operation method and accompanying system configuration which consists of continuous flow form according to input and output of dB. The method of claim 1, wherein the main information required for the operation of the Internet advertisement is stored and organized in 5 dB (advertiser dB, media dB, creative dB, personal dB, advertisement effect dB), and these dBs are stored in a data processing system (ADMS). Information and system operation method that enables integrated exchange and input / output of dB by integrating and inputting dB according to each step process. In order to reflect the needs and market environment of advertisers efficiently and objectively throughout the Internet advertising process, the six major classification methods (Advertiser Information, Market Environment Information, Project Information) under the Market Analysis System (AMAS) Information management method that classifies and inputs information into target customer information, advertisement product information, and AE supervised information, and inputs these information into data processing system (ADMS) advertiser dB. The method of claim 1, in order to utilize various media on the Internet for the execution of Internet advertisements, main media are analyzed and 10 detailed media analysis criteria (media name, site URL, contact / representative, category, address, 1 day) are analyzed. Media analysis and classification method that classifies and dBs according to the number of visitors, demographic classification of users, banner price, membership, etc., site overview and features, and registers it as website analysis dB (AWAD) of the integrated system. Information operation method The method according to claim 1, wherein media information and website analysis dB are classified by information classified by market analysis system (AMAS) and inputted by advertiser dB of data processing system (ADMS) in order to select an optimal media according to a customer's needs. The optimal media list is selected by interlocking and matching the above three information by the integrated system, such as information stored in dB by the media and the advertisement effect analysis system after the execution of the advertisement. Information processing method and operation method of inputting system and information operation method and result thereof back to data processing system (ADMS) media dB. The method according to claim 1, further comprising: media type derived from advertiser dB, advertisement effect dB, and website analysis dB (AWAD) of the data processing system (ADMS), in order to obtain the optimal creative type and message required for internet advertising creative production. A system and information operation method that integrates characteristics to create the best creative. The method according to claim 1, wherein the introduction of the advertisement effect analysis system (AMES) and the information obtained through the system to the data processing system (ADMS) advertisement effect dB and the advertiser dB for the systematic and scientific execution of the Internet advertisement. Operational method and information management method that allows the advertising effect dB of the data processing system to be linked to the media dB and creative dB in the system. According to claim 1, In order to effectively execute the report for each advertiser including billing and payment after the advertisement is executed, advertiser information is automatically output by the integrated system by utilizing the information inputted to the ADMS advertiser dB. Information output method and information operation method to automatically output the details of the advertising effect executed by each advertiser by each advertiser by the information output method and the advertising effect analysis solution (AMES).