KR20070018390A - Online advertisement method and system using conversational agent - Google Patents

Abstract

The present invention provides a first step of receiving a dialogue phrase from a user terminal, a second stage of searching for the presence of advertisement information on the input dialogue phrase, a third stage of receiving a search result of advertisement information, and a returned search result. And a fourth step of providing a response to the dialogue phrase through the dialogue agent, by reflecting the on-line advertisement method and system therefor.

Conversation agent, agent, conversation, advertising, internet, terminal

Description

Online advertising method and system using conversation agent {ONLINE ADVERTISEMENT METHOD AND SYSTEM USING CONVERSATIONAL AGENT}

1 to 3 are diagrams illustrating a conventional conversation agent service,

4 is a diagram illustrating an expression example of an interactive online advertisement according to a preferred embodiment of the present invention;

5 is a diagram illustrating a registration item of advertisement information according to a preferred embodiment of the present invention;

6 is a view showing an online advertising system according to a preferred embodiment of the present invention;

7 is a flowchart illustrating a process of registering advertisement information according to an embodiment of the present invention;

8 is a flowchart illustrating a process of inserting advertisement information in response to a conversation input by a user according to a preferred embodiment of the present invention.

The present invention relates to a method and system for online advertising using a chat agent. In particular, when a user inputs a desired conversation by analyzing a conversation input by a user using the chat agent and an advertiser's advertising text, the appropriate advertisement text is displayed. An online advertising method and system for expression in an agent's answer.

A conversational agent is a chat robot that means a software agent that can talk to people. It is called chatterbot, chatbot, chatterbox, etc. (see Wikipedia Encyclopedia [Webpage] Address: http://en.wikipedia.org/wiki/Chatterbot]).

1 is a view for explaining an example of the prior art, A.L.I.C.E. Alice is a conversation agent provided by the Artificial Intelligence Foundation through the website www.alicebot.org. The chat agent Alice provides a preset response to the question "what is a chatter botterbot".

FIG. 2 is a view for explaining another example of the related art, and shows a manner in which a dialogue agent Lingubot, which kiwilogic.com provides through a website www.elbot.com, leads a conversation by first presenting a set theme.

3 is a view for explaining another example of the related art, which shows a screen for chatting with a chat agent (email address: simsimi200@hotmial.com) on an msn messenger, and this service is manufactured by ismaker website www.simsimi.com Provided through.

In addition, various conversation agent services are available on the web, such as conversations with various conversation agents through www.personalityforge.com and conversations with conversation agent ella through www.ellaz.com.

Such a chat agent service is a chat between a user and a chat agent, that is, a chat robot, rather than a chat between the user and the user, and mainly by accumulating the expected question / answer pairs in advance. Through pattern matching), the user's questions can be answered. For example, if a user asks "Have you eaten?", The user goes through the appropriate natural language processing and chats with the user by finding the corresponding response "No yet" from the conversation DB where the question / response pairs are stored. Will be.

As the population of the Internet is rapidly increasing, various advertising techniques have appeared and are being used. Representative techniques include banner ads, pop-up window ads, and keyword search ads. However, banner advertisements and pop-up window advertisements, regardless of the user's intention, are placed in a separate space from the content and are difficult to attract the user's attention, or due to the negative effects that users may have on unnecessary advertisements in the content. The disadvantage is that the actual advertising effect is very poor.

On the other hand, in the case of keyword search ads, web pages related to the search keywords entered by users are displayed. Therefore, in terms of advertising methods related to the user's intention, the effect of the ads is high but it is a technique that can be applied only to the search service that users use a lot. have.

The present invention provides a word-of-mouth effect that is the most effective advertisement delivery method by expressing an advertisement related to the content currently spoken by the user through the chat agent in the chat agent service utilized in a chat, an interactive mini homepage, and a messenger service. An object of the present invention is to provide an online advertising method and system that has a similar effect, minimizes the user's rejection of the advertisement and expresses the advertisement.

The present invention provides a first step of receiving a dialogue phrase from a user terminal, a second stage of searching for the presence of advertisement information on the input dialogue phrase, a third stage of receiving a search result of advertisement information, and a returned search result. And a fourth step of providing a response to the dialogue phrase through the dialogue agent by reflecting.

In addition, the present invention provides a response corresponding to the dialogue phrase entered by the user by providing a dialogue between the dialogue agent and the dialogue agent server, a dialogue agent server interworking with the dialogue agent server and stores the question / answer pairs, advertising information Advertisement DB for storing the and the dialog message received by the user input from the dialog agent server, the advertising DB for the conversation to search whether there is advertising information corresponding to the advertising DB and delivers the search results to the dialog agent server; An online advertising system using a dialogue agent is provided.

Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings.

4A and 4B illustrate an example in which an advertisement phrase of an advertiser suitable for a conversation is answered through a conversation agent when a user inputs a conversation according to the present invention. Where [I] is the user who is talking to the chat agent and [♂ Rivero♀] is the chat agent. In response to the dialogue “Did you eat dessert?” Input by the user in FIG. 4A, the phrase “I ate dessert ~ ate sweets” ice cream from XY Confectionery was delicious in FIG. 4B.

In order to generate a dialogue result in which advertisement information as shown in FIG. 4B is inserted from the dialogue as in FIG. 4A, the advertiser needs to register information in advance as shown in FIG. 5 in advance. 5 is advertiser information (XY confectionery), advertiser URL (http://www.xyice.com), advertising keyword (dessert), dialogue phrase (did you eat dessert?), Advertising phrase (dessert eat ~ ~ new from XY Confectionery "Daluna" I ate ice cream, it was delicious), an example of registering an advertisement image (xy_icecream.jpg).

6 is a diagram illustrating an example of an online advertising system according to the present invention, in which an advertisement DB (1) storing information to be advertised, a dialogue advertisement server (2) in charge of interactive advertisement processing, and dialogue with a user Conversation agent server (3) for providing a service, and the conversation DB (4) that stores the question / answer pairs for the conversation.

At this time, the dialogue advertisement server 2 may include an advertisement information manager 311 that manages advertisement information input from the advertiser, a dialogue processor 312 that preprocesses the dialogue information passed from the dialogue agent to find an appropriate advertisement, and an appropriate advertisement. Is configured as an advertisement information returner 313 that sends it to the conversation agent server. Even when there is no suitable advertisement, the advertisement information returner 313 returns information indicating that there is no suitable advertisement so that the conversation agent can continue the conversation.

7 is a flowchart illustrating a process of registering advertisement information according to an embodiment of the present invention. First, the advertiser accesses the dialogue advertisement server 2 and registers advertisement information such as dialogue phrase, advertisement keyword, advertisement phrase, advertisement image, URL information of a web page to be linked (S701).

Preferably, the dialogue phrase among the registered advertisement information is stored together with the dialogue phrase converted into a standard form and the original dialogue phrase through natural language processing (S702). The conversion to standard form through natural language processing is to handle variation of various conversational phrases. For example, if the dialogue phrase registered by the advertiser is “Did you eat dessert?” If you went through standardization through natural language processing, in addition to the exact match, “Did you eat dessert?”, “Did you eat dessert?”, “What did you eat dessert? You can handle variations of similar sentences.

After the processing of the dialogue phrase, it is checked whether there is already existing advertisement information with similar contents (S703). This is to investigate whether it overlaps with the advertisement of another advertiser which is already registered. If present, the priority information of the advertisement phrase to be expressed by the conversation agent is adjusted through a priority process (S704). If there is no similar advertisement information in the past, standardized conversation phrase information is stored through various advertisement information and natural language processing (S705).

As another application example, if the expression of the advertisement is expressed by a simple keyword instead of the dialogue phrase input by the user, the process of converting the advertisement into a standard form through natural language processing (S702) is unnecessary. In this case, if the keyword registered by the advertiser is “dessert,” the advertisement is displayed for all conversations including the keyword “dessert”.

8 is a flowchart illustrating a service of inserting advertisement information in response to a dialogue input by a user according to an exemplary embodiment of the present invention. First, a conversation is input from a user through a conversation agent (S801). A natural language processing process is performed on the input dialogue phrase (S802). Through this analysis and processing, the dialogue input by the user is converted into a standard sentence, and the appropriate advertisement text is searched. Search whether there is appropriate advertisement information in the dialogue phrase (S803). The search is performed according to the similarity between the dialogue phrase information analyzed through the natural language processing process and the contents of the dialogue phrase information desired by the stored advertiser. As a result of such a search, it is checked whether suitable advertisement information exists (S804). If it is provided to the advertising agent advertising phrases provided by the advertiser (S805). If there is no advertisement information suitable for the input dialogue, information is returned that there is no matching advertisement (S806). The conversation agent provides the advertisement phrase or the general phrase as an answer to the conversation input by the user according to the returned information, and provides the service to the user (S807). Here, the general phrase refers to the response that the conversation agent server 3 searches for the conversation DB 4 in response to the conversation input by the user.

In addition, of course, the service method of the present invention can be applied to a portable terminal such as a mobile phone.

While the invention has been described above by way of specific embodiments, it is not intended that the scope of the invention be limited to the foregoing, and may vary without departing from the scope of the invention as defined in the following claims. Variations and changes can be brought.

According to the present invention, the advertisement effect can be enhanced by providing advertisement information that is related to the contents of the conversation that users are currently talking with interest.

In addition, according to the present invention, the advertisement information is expressed in the form of a conversation, and exhibits a high effect such as word of mouth effect, which is one of the advertisement techniques, and minimizes side effects such as rejection of the user according to the advertisement.

Claims (11)

A first step of receiving a conversation phrase from a user terminal; A second step of searching whether there is advertisement information for the inputted conversation phrase; Receiving a search result for advertisement information; And, And a fourth step of providing a response to the conversation phrase through the conversation agent by reflecting the returned search result. The method of claim 1, wherein the search result in the third step and the response in the fourth step are advertising text. The method of claim 1, wherein in the third step, the search result is that there is no advertisement information, and in the fourth step, the response is an answer to the conversation phrase found through the conversation DB. Advertising method. The conversation agent of claim 1, wherein the advertisement information includes at least one information selected from the group consisting of advertiser information, advertiser URL, advertisement keyword, dialogue phrase, advertisement phrase, advertisement image, and link URL. Online advertising method used. The method of claim 1, wherein the advertisement information is stored in the advertisement DB, and the process of storing the advertisement information in the advertisement DB includes: receiving a dialogue phrase; Normalizing to a conversation phrase; And storing the standardized conversation phrase in an advertisement DB. The method of claim 6, wherein in the second step, the searching is a process of finding a standardized conversation phrase corresponding to the input conversation phrase. A conversation agent server providing a conversation between the conversation agent and the user by providing an answer corresponding to the conversation phrase input by the user; A conversation DB interworking with a conversation agent server and storing question / answer pairs; And, An advertisement DB storing advertisement information; A conversation advertisement server which receives a conversation phrase input by a user from a conversation agent server, searches whether there is advertisement information corresponding to the advertisement DB, and delivers a search result to the conversation agent server; When the dialogue agent server receives the advertisement information corresponding to the dialogue phrase input by the user as a search result from the dialogue advertisement server, the dialogue agent server provides the advertisement information to the user in response to the dialogue agent, and there is no advertisement information as a search result. When receiving from the chat ad server, it is characterized in that through the chat DB to provide the user with the response found as a response to the chat agent, the online advertising system using the chat agent. The online advertisement system using a chat agent according to claim 7, wherein the advertisement server comprises an advertisement information manager for managing advertisement information input from an advertiser. The on-line advertising system using a chat agent according to claim 7, wherein the advertisement server comprises a chat processor for preprocessing the chat information passed from the chat agent in order to find the advertisement information corresponding to the chat phrase input by the user. . 10. The online advertisement system of claim 7, wherein the advertisement server comprises an advertisement information returner for transmitting advertisement information corresponding to a dialogue phrase input by the user to the dialogue agent server. 8. The conversation agent of claim 7, wherein the advertisement information includes at least one information selected from the group consisting of advertiser information, advertiser URL, advertisement keyword, conversation phrase, advertisement phrase, advertisement image, and link URL. Online advertising system used.

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