KR20040086015A - The Internet advertising Method of using TOC( Touch On the Context) advertisement - Google Patents

Abstract

PURPOSE: An Internet AD(ADvertisement) method using the TOC(Touch On the Context) AD is provided to largely lower a complex AD environment by enabling a user to view only the desired AD if the user puts a mouse over a desired ward, and displaying no AD if the user does not put the mouse over any word. CONSTITUTION: The Internet AD is performed as the TOC AD. If the user puts the mouse over the desired word or context, an online AD highly associated with the word or the context is displayed to a position not interfering user's surfing. If the mouse is left, the Internet AD is disappeared.

Description

The Internet advertising method of using TOC (Touch On the Context) advertisement}

The present invention relates to Internet advertising techniques. Internet advertising quickly spread on the Internet in October 1994, when Hotwire introduced its first static banner advertisement for AT & T, the same form of advertising message or picture without any change. Static banner advertisements have been most commonly used as a form of banner advertisements that have been attempted for the first time, but have the disadvantage that they do not attract much attention. To overcome these shortcomings, various technologies have been tried and accordingly, the function of banner ads has been supplemented, and new forms of animated banners and rich media banners have emerged. However, these internet advertisements have developed only the content and creative aspects of the advertisement. Today's Internet advertisements are much better than before, but the user's reaction is still cold. This can be seen from the fact that not only the U.S. but also domestic Internet advertising clickthrough rate is still less than 1%.

The present invention has looked at why users are indifferent to Internet advertising in this environment. There has been a lot of research in practice and in the academic world, and in 2000, Park Sung-ho's paper suggests that Internet advertising is becoming cold and cold due to the failure to read these changes despite the paradigm shift in the digital advertising era. . In other words, the Internet advertisement is an interactive advertisement, but the result is derived from not satisfying the consumer's desire for the advertisement even though it has to rely on the advertisement information or the content of the advertisement desired by the consumer.

Another aspect of the background of the present invention is the advertising congestion environment. The advertising congestion is a change in media congestion, short ad length, and increase in the number of advertisements per hour caused by the rapid growth of the new media advertising environment such as cable TV and the Internet. Research is being conducted at various levels such as congestion in the media. The higher the level of advertising congestion, the less advertising can function. Likewise on the Internet, if various advertisements such as pop-up advertisements and hi-moving advertisements exist on one site, an advertisement congestion environment will be created to further reduce the effect of Internet advertisements.

In this environment, Kim Wan-min, Lee Han-jin, and Lee Joo-hyung's 2003 paper suggests an Internet advertising technique using TOC advertising that considers the contents of advertising and elements other than creative elements that are important in academia and practice.

TOC advertising has been developed as a consumer-oriented internet advertisement that responds to the new internet advertising paradigm and reduces the degree of congestion on the Internet by the consumer.

Based on how the advertisement is implemented, it was named "Touch On the Context advertisement" in English and is simply called TOC advertisement. TOC advertising means that "Mouse over a word or context that matches your needs on the web will not interfere with your surfing, such as online advertising that is highly relevant to that word or phrase. What appears at the location ". If a user surfing the Internet on the web wants to find it or does not hover over a word or sentence that he or she is usually interested in, it will not appear at all. Only when a user mouses over a word or phrase that they want to find, an Internet advertisement that is highly related to the word or sentence appears. The format of the advertisement may appear banner advertisements and other various forms of Internet advertisements.

1 shows a processing procedure of a TOC advertisement. In ①, the user accesses a specific site on the Internet and mouses over a word or sentence that matches the user's needs on the site. In ②, the site currently searched by the user searches the advertisement database through the advertisement database management system of this site to find an advertisement to satisfy the user's desire. In ③, the DBMS finds an advertisement that matches the user's needs in the advertisement DB and sends the advertisement to the DBMS. In ④, the DBMS converts the advertisement data found in the DB into a code that can be displayed on the web and sends it to the advertisement providing site. In ⑤, the advertisement providing site shows the advertisement that matches the user's desire just below the word or sentence that is over the mouse. As a result, a user may be exposed to an advertisement related to a word or sentence of interest, and the user may click through to a detailed advertisement, event, or advertiser's site.

Looking at the technical aspects of the present invention in the process of ①, ⑤ of Figure 1 is used HTML Editor such as Namo, Dreamweaver, etc., in the process of ②, ④ server-side scripts such as ASP, ASP.net, JSP, PHP, CGI Language is used, and in the process of ③, DBMS such as Oracle, Ms-SQL, Ms-Acess, etc. are used, and the database does not have much difference with the existing internet advertisement technique because the Visual Basic .Net program is used.

The technique proposed by the present invention intends to have a great meaning in that a mouse responds to a word or sentence in a site, that is, a text in a site by using a TOC advertisement. This technique allows users to see only the advertisements they want by hovering only the words they want, as above, and it is possible to greatly reduce the advertising congestion environment because no advertisements appear without the mouseover. . In addition, it can be called a user-centered advertising technique because the user can control the advertisement by a simple action of moving the mouse. Companies that run advertisements can also identify users, consumers, and potential consumers who are exposed and clicked on through advertisements with specific words or sentences that have the purpose of information retrieval.

1 is a flowchart showing a processing procedure of a TOC advertisement.

2 to 6 are exemplary views showing how a TOC advertisement is performed.

7 through 9 are exemplary diagrams of the extended use of the TOC advertisement.

Looking at the advertising technique of the present invention while looking at the drawings.

2 is a first step for executing a TOC advertisement. First, go to a specific site. The user then searches for a word that matches the user's needs. In the present invention, 'bag' was searched through Yahoo! Korea (www.yahoo.co.kr).

The picture used in the present invention was used after receiving permission from Yahoo Korea (www.yahoo.co.kr) and Daum Communication (www.daum.net). In addition, the realization process of the TOC advertisement was provided through offline processing.

3 shows the second step. Words related to the bag you searched for appear on the search results page. Keyword banner ads appear on search results pages regardless of the user's will, but TOC ads do not appear at all. This is the biggest difference between the keyword banner advertisement and the TOC advertisement, which allows users to continue surfing the Internet in a low advertisement congestion environment.

4 shows the third stage of the TOC advertisement. When the user rolls over a sentence containing the word 'bag' that the user wants, the TOC advertisement of an internet advertiser provided on the corresponding site (www.yahoo.co.kr) appears. As shown in the figure, only when the user mouses over the sentence 'bag', the advertisement data provided through the advertiser or advertisement agency is displayed for the user to see. In the example picture of the present invention, a logo of a specialty brand 'Lucas' is set to appear.

This step does not interfere with the user's surfing activity because the user is about to click on text such as a specific word or sentence to navigate to another category or site while surfing the Internet. Do not.

5 is a fourth step of the TOC advertisement. In addition to the sentence, when the user rolls over the word marked on the result page, the advertisement of the advertiser providing the advertisement through the corresponding site appears. In this stage, as in the third stage, a specific advertisement appears only when the user rolls over the word 'bag'.

As can be seen in the figure, the ad appears despite the user's hovering over a specific website 'bag country', which has nothing to do with 'Lucas', allowing advertisers to show their ads to potential consumers interested in bags. It also allows visitors to see advertisements related to bags. This suggests that audiences can avoid commercials by zipping or zapping, even though commercials such as TV, VCR, and radio are forced exposure. Previous banner ads could not evade banner ads without closing the site or moving to another page. However, TOC advertising can be said to be more user-oriented because the user can evade the advertisement simply by moving the mouse in an empty space.

6 is the final stage of the TOC advertisement. When the user clicked on the advertisement while the mouse rolled over, the user moved to the homepage of the website 'Lucas'.

In this way, the TOC advertisement may be exposed to the advertisement by hovering over the search result while the user searches, and may be effectively used even in high-visit sites such as portal sites or newspaper homepages.

7 to 9 show an expanded example of the area of TOC advertisement usage.

As shown in the above pictures, TOC advertisement can be implemented through the mouseover of a word or sentence that appears through the search of a word that satisfies the user's desire in the search site, and the text forming the portal site as shown in FIG. It can also be implemented.

FIG. 7 illustrates an Internet advertisement related to the user when the user mouses over the directory representative word constituting the homepage of Yahoo! Korea. When a user mouses over the movie to find movie related information in Yahoo! Korea, the advertisement of the professional movie theater chain 'CGV' is displayed right below the search term.

A user who visits Yahoo to get information about a movie, such as movie theater information or screening information, is exposed to an advertisement of 'CGV', which signed an advertising contract for the word 'movie' through Yahoo. This is an unforced exposure based on the user's will by the user's hover action. This allows the user to click on the 'CGV' ad to go to the homepage or event page of the CGV.

In FIG. 8 and FIG. 9, the TOC advertisement was realized using the Internet news section as an example. When the user advertises a drama that is being aired on SBS recently in the news directory, a banner advertisement of the drama 'All In' appears in FIG. 8 when the mouse is over the word 'All In'.

In addition, referring to FIG. 9, when the mouse rolls over SBS which is a producer of a drama as well as the title of a drama, the TOC advertisement appears as a logo of the corresponding word, thereby serving as an advertisement.

In addition to the word 'all-in' that has a desire to know, the user can hover over other words to obtain information and be exposed to advertisements, thereby enabling advertisers to expose advertisements to potential customers. In addition, the TOC advertisement may appear in a position that does not interfere with the user's surfing, such as directly below or next to a word or sentence that is rolled over. TOC advertisements also have features such as non-mandatory, atypical, and informational relevance.

TOC advertising, like the existing Internet advertising, has a non-mandatory untargeted exposure to an unspecified majority. A user can avoid exposure to the advertisement simply by moving the mouse to a blank space on a page surfing the Internet. This feature has been applied to the Internet advertising that can avoid exposure to the existing four media advertising. The user can simply avoid the advertisement by moving the mouse.

TOC advertising, unlike other Internet advertisements, has an atypical form with no forward march. In case of mouseover on a word or sentence, it is possible to implement not only the existing banner advertisement consisting of text and animation, but also a high moving advertisement, a character advertisement, a logo, and the like. TOC advertisements can use new ad formats as well as links to existing advertisements.

TOC advertisements have information relevance indicating advertisements corresponding to words or sentences for which the user wants to obtain information. In the previous commercials, we searched for news about dramas, and banner advertisements related to language learning were irrelevant (see Figs. 8 and 9). However, TOC advertisements were related to words or sentences on the site where the advertisement was executed. Only advertises highly relevant information provided through advertisers.

The characteristics of these existing Internet advertisements and other TOC advertisements can provide clues to solve the problem of being pointed out as a limitation of existing Internet advertisements.

Through the present invention, it is possible to surf the Internet in a more concise and uninterrupted Internet environment from the user's point of view. In addition, the advertisement avoidance function, which was possible only in media advertisements such as TV and radio, can be performed. In other words, by allowing the user to be exposed only to the desired advertisement in a situation where the advertisement is simply exposed to the advertisement executed by the advertiser, the advertisement technique considering the user's intention can complete the interactivity which is a characteristic of the Internet advertisement.

In an enterprise position, an unspecified number of people who may not be interested in it will be exposed to users such as regular customers or interested customers on-line from simple exposure-oriented advertisements on the Internet, and the effect of advertisements will be enhanced. The pilot test provided a motto to suggest that TOC ads were clicked by users who were more interested in them than banner ads, and that the number of clicks was high.

Claims (1)

Using the TOC advertisement in executing the Internet advertisement. When you hover over a word or context that matches the user's needs on the Web, the definition of "Touch On the Context advertisement", or TOC advertisement, is an online advertisement that is highly related to that word or sentence. Hover over the text on any Internet website, such as "below where it will appear and not interfere with your surfing." When the mouse is hovered over, an internet advertisement appears immediately below and next to the mouse. When the mouse is released, the internet advertisement disappears.