KR20080004711A - System and method for measuring on-line advertising effects - Google Patents

Abstract

A system and a method for measuring effect of online AD(ADvertisement) are provided to output a reliable online AD effect and calculate a proper AD charge by measuring the AD effect precisely based on an AD effect index, which is measured based on mouse action of a user displayed to the online AD. A web server(100) installs an information collecting module(320) to a user terminal(300) and receives webpage information including the AD from the information collecting module. An AD effect measurement server(200) receives mouse-over information for the AD from the information collecting module and calculates the AD effect index based on the mouse-over information. The mouser-over information includes the information representing that a mouse pointer enters an area displaying the AD and stays in the area over a predetermined time. The AD effect index includes a mouse-over frequency counting the mouse-over information. The AD effect index includes additionally more than one of a display frequency opening a webpage including the AD, a click frequency clicking a mouse in an area displaying the AD, and a ratio between the display frequency and the click frequency.

Description

Online advertising effectiveness measurement system and method {SYSTEM AND METHOD FOR MEASURING ON-LINE ADVERTISING EFFECTS}

1 is a block diagram illustrating an online advertisement effect measurement system and a user terminal connected thereto according to an embodiment of the present invention.

2 is a flowchart illustrating a method of measuring online advertisement effect according to an embodiment of the present invention.

FIG. 3 is a graph illustrating frequency distribution of a play time of a video advertisement due to a mouseover in a specific advertisement screen.

4 is a graph showing the frequency distribution of the mouse drop time in a specific advertisement screen.

5 is a graph illustrating the frequency distribution of a click time in a specific advertisement screen.

6 is a conceptual diagram illustrating an advertisement effect indicator according to an embodiment of the present invention.

7 is an example of a report for reporting advertisement effect measurement data according to an embodiment of the present invention.

The present invention relates to a system and method for measuring online advertising effectiveness.

As a communication network such as the Internet and its application technology are developed, services that have been performed offline are easily provided to a user through the Internet. In addition, the types of Internet services are also diversified, such as electronic commerce, electronic advertising, Internet phones, Internet games. Accordingly, Internet service is rapidly emerging as the most important business.

Among the Internet services, a service for searching for specific data or contents is recognized as an essential service for efficiently using the Internet. In other words, if a user wants to search for specific data or content, he or she accesses a portal site that provides an Internet search service without knowing the URL (uniform resource locator) or IP address (internet protocol address) of the site. You can find the result you want by entering the keywords.

The main revenue model for search portal sites is to expose online advertising, such as banner ads, to users. That is, the operator of the search portal site exposes the banner advertisement of the advertiser to its portal site and receives a predetermined advertising fee in return for the advertiser.

The operator of the portal site needs to accurately measure and report the advertisement effect to the advertiser so that the advertiser can trust and calculate the appropriate advertisement fee for the effect of the Internet advertisement. Common advertising effectiveness indicators include impressions, clicks, and click through rate (CTR). However, the criterion is too loose to evaluate whether an ad has reached the user or the effect of the ad based solely on the impression of the ad, and on the contrary, the criterion is too strict to evaluate that the ad has reached the user or is perceived by the click of the ad. . Therefore, a new advertisement effect indicator of appropriate criteria is required to evaluate that the exposed advertisement has reached the user.

Accordingly, an aspect of the present invention is to provide an online advertisement effect measuring system and method that can properly measure the advertisement effect on the exposed advertisement based on the behavior of the user exposed to the advertisement.

According to an aspect of the present invention, an online advertisement effect measuring system includes a web server for installing an information collection module on a user terminal and transmitting web page information including an advertisement, and the advertisement from the information collection module. And an advertisement effect measurement server that receives the mouse over information for and calculates an advertisement effect indicator based on the mouse over information.

The mouse over information may include information indicating whether the mouse pointer has stayed more than a reference time after entering the area where the advertisement is displayed.

The advertisement effect indicator may include the number of mouseovers, the number of times the mouse pointer stays for more than a reference time after entering the area where the advertisement is displayed.

The advertisement effect measurement server may calculate the advertisement effect indicator for a plurality of reference times.

The advertisement effect indicator, the advertisement effect indicator is the number of impressions that is the number of times that the web page containing the advertisement is opened, the number of clicks the number of clicks of the mouse in the area where the advertisement is displayed, and the number of clicks At least one of the ratio of the number of exposure may be further included.

The advertisement effect indicator may include: the number of exposed population, the number of users over which the advertisement is exposed, the number of mouse over population, which is the number of users who stayed more than a reference time after the mouse pointer enters the region where the advertisement is displayed, and the mouse in the advertisement region. It may include at least one of the number of clicks that are the number of users who clicked, the number of population over which the mouse-over population and the number of users who clicked the mouse before the reference time elapses after the mouse pointer enters the advertisement area. .

The advertisement effect indicator may include at least one of a ratio of the number of population targeted for the advertisement to the number of reached population, and a ratio of the number of population targeted for the advertisement to the number of exposed population.

The apparatus may further include a database that stores information on the number of population subject to the advertisement according to a predetermined classification criterion.

According to another aspect of the present invention, there is provided a method of measuring advertisement effect, comprising: installing an information collection module on a user terminal, exposing an advertisement to the user terminal, receiving mouse over information on the advertisement from the information collection module, And calculating an advertisement effect indicator based on the mouse over information.

A computer readable medium according to another aspect of the present invention records a program for causing a computer to execute any of the above methods.

DETAILED DESCRIPTION Embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art may easily implement the present invention.

First, the online advertising effect measuring system according to an embodiment of the present invention will be described in detail with reference to FIG. 1.

1 is a block diagram illustrating an online advertisement effect measurement system and a user terminal connected thereto according to an embodiment of the present invention.

As shown in FIG. 1, the online advertisement effect measurement system according to an embodiment of the present invention includes a web server 100, an advertisement effect measurement server 200, and a database 400 connected to them 100, 200. It includes, and is connected to the plurality of user terminals 300 through the communication network (500).

The web server 100 provides a website such as a search, a game, a community, and the like, and when the user terminal 300 is connected, transmits the web page information to the user terminal 300 through the communication network 500. The web page information may include related information such as a search, a game, a community, and a plurality of advertisements of various kinds requested by an advertiser. The advertisement displayed on the web page may include words, keywords, sentences, etc., as well as still images, videos, and flash images. If necessary, the web server 100 may request user authentication from the connected user terminal 300.

The user terminal 300 includes a browser 310 and an information collection module 320, and accesses the web server 100 and the advertisement effect measurement server 200 through the communication network 500 to exchange information. The user terminal 300 is provided with memory means such as a laptop computer, a workstation, a palmtop computer, a personal digital assistant (PDA), a web pad, a mobile communication terminal, as well as a desktop computer, and includes a microprocessor. It can be made of a terminal equipped with a computing power.

The browser 310 is an application program for opening and viewing a web page, and accesses the web server 100 to receive web page information therefrom and displays the web page on the terminal 300.

The information collection module 320 is script execution code that can be generated in various programming languages. The information collection module 320 may be downloaded from the web server 100 and installed in the user terminal 300, and may be interpreted and executed by the browser 310 of the user terminal. Can be. The information collection module 320 may include impression information indicating whether the corresponding advertisement is exposed, advertisement exposure time, mouse over information indicating whether the mouse is over the advertisement area, and mouse over duration for each advertisement included in the web page. Advertisement related information such as click information indicating whether a mouse is clicked in the advertisement area and a time taken from an exposure to a click is transmitted to the advertisement effect measurement server 200. In addition, the information collection module 320 extracts the IP address, user information, and other necessary information of the user terminal 300 and transmits the extracted information to the advertisement effect measurement server 200. The user information may include the age, gender, preferences, access time zone, and the like of the user.

When the user moves the mouse and the mouse pointer enters the advertisement area and stays for more than the reference time, it is defined as a mouse over. When a mouseover occurs in an advertisement area in which an advertisement image, an advertisement text, an advertisement video, and the like are displayed, a separate video or flash image related to the advertisement may be played or a plurality of still images may be displayed in the form of a slide show. In addition, when a mouseover occurs in a region where words, keywords, sentences, etc. are displayed, such as keyword advertisements, advertisements related to them may be displayed in the form of images, videos, and the like. Meanwhile, when a mouse click occurs in the corresponding advertisement area, an advertisement related web page linked to the corresponding advertisement area is opened and displayed.

The advertisement effect measurement server 200 includes a calculation module 210 and a reporting module 220.

The calculation module 210 receives various information transmitted from the information collection module 320 of the user terminal 300 and calculates an advertisement effect index for each advertisement. The advertisement effect indicator may include the number of exposures, the number of mouseovers, the number of clicks, and the CTR.

The number of impressions refers to the number of times a webpage containing an ad has been opened, the number of mouseovers refers to the number of times the mouseover has occurred in the ad area of the corresponding ad, and the number of clicks refers to the number of clicks of the mouse in the corresponding ad area. do. The calculation module 210 receives the exposure information, the mouseover information, and the click information for the corresponding advertisement from the information collection module 320 of the plurality of user terminals 300 and counts them, respectively, to count the number of exposures, the number of mouseovers, and the number of clicks. Calculate. The CTR means a ratio of the number of clicks to the number of impressions, and the calculation module 210 calculates the CTR by using the calculated number of impressions and the number of clicks.

The calculation module 210 increases the number of exposures each time an advertisement is exposed even if the advertisement is duplicated for one user, and increases the number of times each time the corresponding operation is performed even if a user makes a duplicate mouse-over and click action. Let's do it. However, if necessary, duplicate operations of the same user may be counted as one operation instead of individually. That is, even if an advertisement is exposed to a user several times, the number of exposures is increased by one.

The reporting module 220 generates an advertisement effect measurement report in an appropriate form using the advertisement effect indicator calculated by the calculation module 210, and sends the report to a user who is authorized to view it, for example, a web server 100 operator and an advertiser. to provide.

The database 400 receives and stores various data from the web server 100 and the advertisement effect measurement server 200. That is, the web server 100 stores the web page related information and the information about the advertisement to be displayed on the web page in the database 400. The operation module 210 stores the advertisement related information and the user information received from the information collection module 320 in the database 400 and also stores the calculated advertisement effect indicator in the database 400. The reporting module 220 stores the measurement report in the database 400. In addition, the database 400 provides various types of information stored at the request of the web server 100 and the advertisement effect measurement server 200 to the 100 and 200.

The communication network 500 does not cover a local area network (LAN), a metropolitan area network (MAN), a wide area network (WAN), the Internet, and the like. Does not matter.

Next, a method of measuring advertisement effect according to an embodiment of the present invention will be described in detail with reference to FIG. 2.

2 is a flowchart illustrating a method of measuring online advertisement effect according to an embodiment of the present invention.

First, when the user terminal 300 accesses the web server 100, the web server 100 installs the information collection module 320 in the user terminal 300 (S600). When the information collection module 320 is installed in the user terminal 300, the web server 100 stores information indicating that the information collection module 320 is installed in the user terminal in the user terminal 300. Then, there is no need to install the information collection module 320 on the user terminal 300 again except for the update of the information collection module 320 at the next connection.

Then, the web server 100 transmits the web page information including the advertisement to the user terminal 300 to display the web page on the user terminal 300 and expose the advertisement (S610).

The information collection module 320 examines the webpage displayed on the user terminal 300 and monitors the user's mouse movement to display advertisements such as unique identifiers, exposure information, mouseover information, and click information for advertisements included in the webpage. Generate relevant information. In addition, the information collection module 320 extracts an IP address, user information, and the like of the user terminal 300 from the user terminal 300.

The operation module 210 receives advertisement related information and user information from the information collection module 320 (S620), and refers to the information on the number of impressions, the number of mouseovers, and the number of clicks for the advertisement indicated by each unique identifier. Reflect each piece of information. The calculation module 210 calculates the number of impressions, the number of mouseovers, the number of clicks, the CTR, etc. of each advertisement by referring to all the information transmitted from the information collection module 320 of the plurality of user terminals 300. To calculate (S630).

The reporting module 220 generates an advertisement effect measurement report including advertisement effect indicators such as the number of impressions, mouseovers, clicks, and CTRs calculated for individual advertisements, and provides the same to an authorized user (S640). .

Meanwhile, the web server 100 may install the information collection module 320 on the user terminal 300 of some users of all the users accessing the web server 100. The advertisement effect measurement server 200 may receive the corresponding information from the user terminal 300 on which the information collection module 320 is installed, and calculate an advertisement effect index based on the information. That is, the advertisement effect indicators may be calculated for not only all surveys but also some of the users, and may be applied as advertisement effect indicators for all users. Of course, the web server 100 may install the information collection module 320 in the entire user terminal 300, and the advertisement effect measurement server 200 extracts a part of the user and receives the corresponding information therefrom to calculate the advertisement effect index. You may.

Next, an example of calculating an advertisement effect index related to the number of mouseovers according to an embodiment of the present invention will be described in detail with reference to FIGS. 3 to 5.

FIG. 3 is a graph showing the frequency distribution of the play time of a video advertisement due to a mouseover in a specific advertisement screen, FIG. 4 is a graph showing the frequency distribution of the mouse drop time in a specific advertisement screen, and FIG. A graph showing the frequency distribution of click time in an advertisement screen.

According to an embodiment of the present invention, a particular online game advertisement is exposed to the main webpage of the search portal for one day. The result was 76,852,944 impressions and 142,479 clicks. Therefore, the CTR is 0.185%. The reference time for the mouse-over was set to 0.4 seconds, and the specific online game advertisement was made to play a video of the online game when the mouse-over occurred, and to stop playing when the mouse pointer moved out of the advertisement area. According to this criterion, the number of mouseovers was 1,620,584. Therefore, the ratio of the number of mouseovers to the number of exposures is 2.11%, and the ratio of the number of clicks to the number of mouseovers is 8.79%.

Positioning the mouse in the advertisement area of the advertisement for a reference time or more is interpreted as a user intentionally paying attention to the advertisement. Therefore, according to the number of mouse-over, it is possible to determine the number of times that the user can see that the advertisement actually exposed. In addition, according to the ratio of the number of mouseovers to the number of impressions, it is possible to grasp the ratio of how many users perceived the exposed advertisement, and such ratio may also serve as an advertisement effect indicator.

The reference time for determining the mouse over is not limited to 0.4 seconds and may be increased or decreased as necessary.

For example, the reference time for the mouse over may be set longer than 0.4 seconds, such as 1.4 seconds. However, even if the reference time increases, 0.4 seconds after the mouse pointer enters the corresponding advertisement area, the advertisement video may be played. In other words, if the mouse pointer stays in the corresponding advertisement area for 1 second after the video is played, it can be determined that the mouse over has occurred. The number of mouseovers when the reference time is increased means the number of times when the user's gaze stays on the advertisement for a relatively longer time. Therefore, the mouse over in this case means that the user perceived the advertisement at a relatively high level.

On the other hand, the information collection module 320 may not detect the play time of the advertisement video because the information collecting module 320 cannot detect the time when the mouse pointer leaves the advertisement area for various reasons such as an error of the user terminal 300. In consideration of such a case, the number of mouseovers can be obtained by approximately calculating the number of times when the video playback time is 1 second or more.

In this example, the number of times that the advertisement video play time can be checked was 1.20 million times. Referring to FIG. 3, among the cases where the video play time can be checked, the ratio of the video play time of less than 1 second is 18%, the ratio of 25.3% from 1 second to less than 2 seconds, and 13.9 from 2 seconds to 3 seconds. %, 25.7% for more than 3 seconds and less than 10 seconds, 17% for more than 10 seconds. As a result, 82% of video plays last longer than 1 second.

In this way, if the video duration is one second or more, the ratio of the video duration is calculated by multiplying this ratio by the total number of times the video has been played. You can get it. Therefore, in this example, the number of mouseovers is about 1.32 million times, which is 82% of the total 1.16 million times the video is played, and the ratio of the number of mouseovers to the number of exposures is 1.7%.

By lengthening the hover over the hover to make the hover more stringent, you can determine the number and percentage of impressions that the ad was perceived at a higher level.

On the other hand, as another example of the reverse, the reference time for the mouse over may be set shorter than 0.4 seconds, such as 0.2 seconds. That is, if the mouse pointer stays in the advertisement region until 0.2 seconds elapses after entering the advertisement region, it is determined that the mouse over has occurred. When the mouseover occurs, the advertisement video can be played immediately, but after a predetermined time has elapsed, the advertisement video can be played.

4 is a graph showing the frequency distribution of the mouse drop time, that is, the time from when the mouse pointer enters the advertisement area to the advertisement area, in which the horizontal axis represents the mouse drop time and the vertical axis represents each mouse. Shows the ratio of the number of mouse drop times corresponding to the drop time.

Referring to FIG. 4, the total number of mouse drop times from 0 to 0.4 seconds is 780 million times, of which the mouse drop time is 0.2 million times from 0.2 seconds to 0.4 seconds, and the ratio is 31. %to be. Therefore, in this example, the number of mouse-overs is 2.4 million times between 0.2 and 0.4 seconds, and the number of mouseovers to be 4.2 million times that of the mouse pointer staying in the corresponding advertisement area for 0.4 seconds or more is 4.2 million times. 5.2%.

If the reference time for the mouse-over is shortened and the mouse-over is judged more loosely, it is possible to determine the number of times and the ratio at which the user perceives the exposed advertisement even at a low level.

5 is a graph showing the frequency distribution of the click time, that is, the time between the mouse-over time point and the click time point, in which the horizontal axis represents the click time and the vertical axis represents the ratio of the number of clicks corresponding to each click time. .

Referring to FIG. 5, the ratio of the click time of less than 1 second among the 142,479 clicks is 9.4%, 20% if more than 1 second and less than 2 seconds, 18% if more than 2 seconds and less than 3 seconds, and more than 3 seconds and 4 seconds. Less than 4% was less than 11% and less than 4 seconds was 6.6%. Therefore, it can be seen that most of the click action occurs early in the mouse over, and the mouse over action is not a mistake of the user but can be regarded as a careful action based on the recognition of the advertisement. By analyzing the click time, it is possible to infer a correlation between the mouse over action and the click action, and it can be seen that the mouse over functions as an advertisement effect index.

It is not necessary to set only one reference time for the mouse over, and it is possible to calculate the number of mouse overs for each of the plurality of reference times as described above and use it as an advertisement effect index.

Next, another example of the advertisement effect indicator that can be calculated by the advertisement effect measurement system according to the embodiment of the present invention by using the mouse over will be described in detail with reference to FIGS. 6 and 7.

6 is a conceptual diagram illustrating an advertisement effect indicator according to an embodiment of the present invention, and FIG. 7 is an example of a report for reporting advertisement effect measurement data according to an embodiment of the present invention.

Referring to FIG. 6, when an advertisement is exposed to a user, the user may be interested in the advertisement, have interest in the advertisement, and perform a conversion after performing an action. Of course, in this case, the user does not go through these steps. The user may not pay attention to the advertisement, may not be interested in the attention, or may not act even if the user is interested.

Attention here means that the user's eyes are directed to the exposed advertisement. Interest means that the user is attracted to the advertisement and is more active. For example, whether the user is interested in whether or not the user has moved the mouse pointer into the corresponding advertisement area and played the advertisement video. Judgment can be made based on this. Actions mean that the user clicks the mouse, and when the user clicks the mouse, the web browser opens the advertiser's webpage linked to the advertisement area. A conversion is when a user who clicks on an ad visits the advertiser's website and actually takes the specific action the advertiser wants. For example, conversions can include signing up for a product, selling a product, signing up for a newsletter, or signing up for a consultation, and can vary depending on the nature of the website or the advertiser's intent.

In general, the reach rate is a criterion for determining the number of viewers that an advertisement reaches in a broadcast, etc., and indicates what percentage of the total number of households (or population) within a region that can be viewed within a certain period of time.

In the present embodiment, the arrival rate indicating how much the online advertisement has reached the user will be described in two ways. One is passive reach, which is the rate at which the ad reaches the user with a low level of awareness, and the other is the rate at which the ad reaches the user with a high level of awareness as an active reach. Both can be defined as follows.

(Negative arrival rate) = (the number of the exposed population) / (the number of target population)

(Active arrival rate) = (the number of arrival population) / (the number of target population)

The unique impression is defined as the number of different users who have seen an ad. Thus, even if an ad is exposed to a single user multiple times, the number of users of that user is reflected in the number of impressions. In addition, even if several users open an advertisement in one user terminal 300, the number of users is 1, which is reflected in the number of exposed population. However, when each user authenticates the user, the number of authenticated users is reflected in the number of exposed population. In contrast, as described above, the number of impressions increases by the number of times the advertisement is exposed.

Reached population means the number of users who can say that the advertisement is actually reached, and is defined as the population of the union of the user who rolled over the mouse and the user who clicked the mouse. As the user who has over the mouse clicks the mouse, the user who has over the mouse and the user who clicks the mouse may overlap. In this case, only one user is reflected in the population reached.

Let the number of users who hover the mouse be the number of viewers, and the number of users who click the mouse is the number of clicks. For example, as described above, if the advertising video is played 0.4 seconds after the mouse pointer enters the advertising area, and the reference time for the mouseover is 1.4 seconds, the viewer population plays the advertising video for at least 1 second to watch. It is the number of users. The click population is literally the number of users who clicked the mouse in the advertisement area, and the sum of the number of users who clicked the mouse after the mouseover and the number of users who clicked the mouse regardless of the mouseover. Here, the reached population is the sum of the number of users who clicked the mouse before the reference time and the number of users who rolled over the mouse. On the other hand, the number of viewing refers to the number of mouseovers in which the advertisement video is played for 1 second or more, and is reflected in the number of viewings every time the mouseover occurs even if one user views the image repeatedly.

On the other hand, the playback waiting time for the mouse pointer to stay in the advertisement area and the reference time for the mouse over to play the advertisement video may be changed to other values as necessary. In addition, a flash image or a still image may be displayed instead of the advertisement video.

The reached population is the number of users corresponding to the area indicated by the diagonal line in FIG. The viewing population corresponds to the area to the right of the dotted line in the region of interest, and the click population corresponds to the behavior area. An area in which an area corresponding to the number of viewing population and an area corresponding to the number of click populations overlaps corresponds to a user who clicks after the mouseover. The area projected to the left of the area indicated by the diagonal line corresponds to a click when the ad video play time elapses after 1 second, and the area projected to the right corresponds to 0.4 second after the mouse pointer enters the ad area. Corresponds to the previous click.

The target population means the number of users who are the targets of advertisements. The user targeted for the advertisement may be classified according to the purpose of the advertisement. Referring to FIG. 7, all users are largely divided into men and women, and may be classified according to various ages. Therefore, age and gender population information, if necessary, is stored in the database 400 in advance, and is referred to when calculating passive and active arrival rates. The target audience of an advertisement may be, for example, a population using the Internet (30 million) or a total population (48 million). However, the present invention is not limited thereto, and a user who is a target of an advertisement may be variously set as necessary.

The calculation module 210 of the advertisement effect measurement system according to the embodiment of the present invention receives the advertisement-related information and the user information from the information collection module 320 and calculates the number of exposed population and the number of reached population according to a predetermined user classification standard. do. Then, the calculation module 210 extracts population number information based on user classification criteria from the database 400 and calculates advertisement effect indicators such as passive and active arrival rates. The advertisement effect measurement report may provide an advertisement effect indicator prepared and calculated in the form as shown in FIG. 7.

The advertisement effect measuring system according to the embodiment of the present invention is substantially the same as described above except for calculating the advertisement effect indicators related to passive and active arrival rates, and thus the description of the same parts will be omitted.

The advertisement effect measurement system according to the embodiment of the present invention may calculate the advertisement effect indicator related to the number of mouseovers described above and the advertisement effect indicator related to the passive and active arrival rates described in this example.

Embodiments of the invention include a computer readable medium containing program instructions for performing various computer-implemented operations. This medium records a program for executing the above-described online advertisement effect measuring method. The media may include, alone or in combination with the program instructions, data files, data structures, and the like. Examples of such media include magnetic media such as hard disks, floppy disks and magnetic tape, optical recording media such as CDs and DVDs, floppy disks and program commands such as magnetic-optical media, ROM, RAM, flash memory, and the like. Hardware devices configured to store and perform such operations. Alternatively, the medium may be a transmission medium such as an optical or metal wire, a waveguide, or the like including a carrier wave for transmitting a signal specifying a program command, a data structure, and the like. Examples of program instructions include not only machine code generated by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like.

Although the preferred embodiments of the present invention have been described in detail above, the scope of the present invention is not limited thereto, and various modifications and improvements of those skilled in the art using the basic concepts of the present invention defined in the following claims are also provided. It belongs to the scope of rights.

As described above, according to the present invention, the advertisement effect can be more accurately determined by measuring the advertisement effect indicator based on the user's mouse movement. Accordingly, it is possible to prepare a criterion for calculating a reliable and appropriate advertising fee for the effect of online advertising.

Claims (16)

A web server that installs an information collection module on a user terminal and transmits web page information including advertisements, and Advertising effect measurement server for receiving the mouseover information on the advertisement from the information collection module and calculates an advertisement effect indicator based on the mouseover information Advertising effect measurement system comprising a. In claim 1, The mouse-over information includes information indicating whether the mouse pointer has stayed more than a reference time after entering the area where the advertisement is displayed. In claim 1, The advertisement effect indicator includes an advertisement effect measurement system including the number of times the mouse pointer stays more than a reference time after entering the area where the advertisement is displayed. In claim 3, The advertisement effect measurement server calculates the advertisement effect indicator for a plurality of reference times. In claim 3, The advertising effect indicator, The advertisement effect indicator is the number of impressions, which is the number of times a web page containing the advertisement is opened, The number of clicks which is the number of clicks of the mouse in the area where the advertisement is displayed, and And at least one of a ratio of the number of impressions to the number of clicks. In claim 1, The advertising effect indicator, The number of impression population of the users who received the ad, The number of mouse-over population, which is the number of users who stayed more than the reference time after the mouse pointer enters the area where the advertisement is displayed, The number of click population of users who clicked the mouse in the ad area, And at least one of the number of arrival population that is the sum of the number of users who clicked the mouse before the reference time elapses after the mouse over population and the mouse pointer enter the advertisement area. In claim 6, The advertising effect indicator, The ratio of the number of population targeted for the advertisement to the number of population reached, and And at least one of a ratio of the number of the target population of the advertisement to the number of the exposed population. In claim 7, And a database for storing information on the number of population targeted for the advertisement according to a predetermined classification criterion. Installing the information collection module in the user terminal, Exposing an advertisement to the user terminal; Receiving mouse over information about the advertisement from the information collecting module, and Calculating an advertisement effect indicator based on the mouse over information; Advertising effect measurement method comprising a. In claim 9, The method further comprises the step of reporting the advertising effect indicators. In claim 9, The advertisement effect indicator comprises the number of mouseovers that are the number of times the mouse pointer has stayed more than a reference time after entering the area where the advertisement is displayed. In claim 11, The calculating step comprises the step of calculating the advertising effect indicator for a plurality of reference time. In claim 11, The advertising effect indicator, The advertisement effect indicator is the number of impressions, which is the number of times a web page containing the advertisement is opened, The number of clicks which is the number of clicks of the mouse in the area where the advertisement is displayed, and And at least one of a ratio of the number of impressions to the number of clicks. In claim 9, The advertising effect indicator, The number of impression population of the users who received the ad, The number of mouse-over population, which is the number of users who stayed more than the reference time after the mouse pointer enters the area where the advertisement is displayed, The number of click population of users who clicked the mouse in the ad area, And at least one of the number of reached population that is the sum of the number of users who clicked the mouse before the reference time elapses after the mouse over population and the mouse pointer enter the advertisement area. The method of claim 14, The advertising effect indicator, The ratio of the number of population targeted for the advertisement to the number of population reached, and And at least one of a ratio of the number of the target population of the advertisement to the number of the exposed population. A computer-readable medium having recorded thereon a program for causing a computer to execute the method of any one of claims 11 to 15.

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