KR20080102440A - Method, apparatus and computer-readable recording medium for obtaining netizen feedback on display advertisements - Google Patents

Abstract

A recording medium readable to a computer, a method for obtaining a netizen feedback about DA including one or more image recording medium, and a apparatus therefore are provided to improve a form, a design, and contents by allowing an advertiser to obtain objective and accurate netizen feedback. One or more question concerning the DA is provided. A response about one or more question is stored. One or more question selects a selecting unit for offering the arranged feedback offer which is adjacent to DA. One or more question comprises the question about the email address of a responder.

Description

METHOD, APPARATUS AND COMPUTER-READABLE RECORDING MEDIUM FOR OBTAINING NETIZEN FEEDBACK ON DISPLAY ADVERTISEMENTS}

1A and 1B illustrate an ad feedback questionnaire page according to the prior art.

1C is a diagram illustrating another ad feedback questionnaire page according to the prior art.

2 is a diagram illustrating the configuration of an entire system for obtaining feedback of DAs of netizens according to an aspect of the present invention.

3 is a diagram illustrating a web page in which a selection means for providing feedback of a netizen is arranged adjacent to a DA according to a preferred embodiment of the present invention.

4 is a diagram illustrating a questionnaire page for obtaining DA feedback displayed to netizens according to a preferred embodiment of the present invention.

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

210: homepage operator server

220: advertiser computer

230: your computer

The present invention relates to a method, system and computer readable recording medium for obtaining netizens' response (feedback) to Display Advertisement (DA) on a web page. More specifically, the present invention allows netizens to send feedback in real time to the DA on a webpage, and allows the netizens to observe the image of the DA in more detail when providing feedback to the DA. A method, system and computer readable recording medium for providing feedback can be provided.

With the rapid spread of the Internet infrastructure, computer users have acquired and enjoyed almost all kinds of information including news, economic information, living information, product information, etc. from various pages of Internet websites including portal sites. . In other words, computer users use their computers connected to the Internet, so they can access the Internet as if people live in a city, acquire information provided by web pages, and sometimes provide information to others through web pages. . In light of these people's lifestyles, Hauben uses the term netizen instead of citizens, who live in cities, instead of citizens. It was. As Hauburn pointed out earlier, the rapid expansion of the Internet base has made netizens the center of their lives.

Because these netizens are also consumers, companies naturally came up with DA, a commercial that can be visually recognized in a particular corner of a web page. A representative example of such a DA is a banner advertisement that has an advertising effect with a graphic image fixedly attached to one corner of a web page.

When placed on the first page of a popular (i.e., average daily visitors) website, the volume of ads can be much larger than that of most traditional media, considering how often and how often DA is exposed to netizens. have. However, in addition to the consequent research technique of placing the actual DA on a web page and advertising the product for a certain period of time and then measuring the increase or decrease of the sales volume of the product, the DA makes a real impression on the product to the netizens. The representation format (eg, the representation format determined by whether the DA image is a fixed image or an image in which the area is expanded), the design (e.g., image, animation, graphic element) and the content [for example, For example, there are not many reports on techniques for directly investigating what opinions netizens have about products (or services), advertising copy], and the like. In the following, we will look at those known in the art.

First, the prior art for obtaining netizens' feedback on the DA is the Voice of the Customer (VOC) channel that listens to the opinion of the DA through direct telephone calls or email reception. Here, the VOC channel refers to a channel that communicates by using a phone number or an e-mail address displayed on a web site so that netizens can notify the web site operator of the opinion on the DA displayed on the web site being used. However, the VOC channel is inconvenient for netizens to find phone numbers or e-mail addresses directly on the website, so it was difficult to expect active feedback from netizens.

Another conventional technique for obtaining netizens' feedback on DA is' Ad feedback 'provided by foreign websites www.aol.com and www.msn.com .

First, referring to FIG. 1A to FIG. 1B, the configuration of ad feedback for a banner advertisement provided on an AOL homepage will be described. 1A and 1B show an Ad Feedback Questionnaire page included in the homepage of AOL.

AOL's homepage places a hypertext script called 'Ad feedback' at the bottom of the banner ad. That is, a netizen who has experienced a banner advertisement can easily open a questionnaire page for receiving advertisement feedback as shown in FIGS. 1A and 1B by clicking on a hypertext script disposed adjacent to the banner advertisement. Here, you can see whether the ad has been visually experienced, the overall impression of the ad, whether it has been well-formed when compared to the format of other online ads, whether or not the ad has been clicked on, or when compared to other online ads. Questionnaires are asked about how satisfied they are, whether they are AOL subscribers, and the gender of the feedback provider. In addition, the page contains information about whether the ad was associated with a feedback provider, whether the ad was forced to view the ad excessively, whether the ad's animation or dynamic effects were attractive, did the ad take up too much space on the computer screen, Also included are questions about the format, design, and content of the ad, such as whether the image or graphic of is attractive, whether the ad was difficult to understand, and whether the ad was different from other online ads. As shown in FIGS. 1A and 1B, each question is configured to enable a multiple choice response to some questions and a multiple choice response to some questions.

Next, with reference to Figure 1c, looks at the configuration of the advertising feedback for banner advertising provided on the homepage of MSN. 1C shows an Ad Feedback Questionnaire page on the MSN homepage.

The composition of ad feedback included in MSN's homepage is similar to the composition of ad feedback included in AOL's homepage. That is, referring to FIG. 1C, when a hypertext script called 'Ad feedback' is clicked on the MSN homepage, a questionnaire page for advertisement feedback is displayed. Here, the ad experience allows the user to write a comment about the ad, the overall impression of the ad, the format of the ad, the relevance of the ad's feedback provider, the clarity of the message in the ad, the click on the ad, the advertised product It is possible to provide feedback about whether the user is interested in, the degree of influence received from the advertisement, the degree of influence the advertisement has had on the feedback provider's view of MSN, and the frequency of visits to the MSN homepage. MSN's ad-feedback only allows multiple choice answers for most questions.

As described above, the results of the conventional survey for acquiring the advertisement feedback are transmitted to the operator server of each homepage and recorded in a predetermined storage device, and the recorded results are reported to the advertiser in the form of an advertisement feedback analysis report to format the advertisement. It is used to improve the design, content, etc. In other words, according to the related art, netizens can respond to various surveys about advertisements by spontaneously clicking on hypertext scripts placed at the bottom of DA such as banner advertisements. It is possible to develop DAs that are more in line with tastes (and therefore more effective in advertising).

However, in the conventional ad feedback as described above, when a netizen clicks on a hypertext script called 'Ad feedback', the Internet browser unconditionally forwards from the page displaying the banner advertisement to the questionnaire presentation page. Therefore, netizens have no choice but to respond to the questionnaire about the banner advertisement by relying on the memory of the banner advertisement visually experienced on the previous page.

The object of the present invention is to propose a new technique that solves the above problems of the prior art. More specifically, the present invention provides netizens more objectively and accurately to DA by displaying an image with a questionnaire that is substantially the same as the questionable DA when the netizen responds to the questionnaire to provide feedback about the DA. Its purpose is to be able to answer the questionnaire.

The configuration of the present invention for achieving the above object is as follows.

According to an aspect of the present invention, a method for obtaining netizen feedback for a DA including at least one image includes providing at least one questionnaire for the DA and storing a response to the at least one questionnaire. And at least one questionnaire is provided with an image substantially the same as the DA.

According to another aspect of the invention an apparatus for obtaining feedback relating to a DA comprising at least one image comprises document generating means for generating a document comprising at least one questionnaire for the DA and an image substantially identical to the DA. It has a configuration to include.

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

2 is a diagram illustrating the configuration of an entire system for obtaining feedback of DAs of netizens according to an aspect of the present invention.

First, the homepage operator server 210 receives a graphical image of the DA sent from the advertiser computer 220. In the present embodiment, it is assumed that the DA is implemented as a graphic image. However, the DA may be a flash image or an advertisement video streamed from the homepage operator server 210. The received DA is included in the web document by a web content uploader (not shown) included in the home page operator server 210 to allow the web document to be generated including the predetermined web content. Thereafter, the home page operator server 210 transmits the generated web document to the netizen computer 230 at the request of the netizen. This allows the netizen to experience the DA on the web document displayed via the web browser (not shown) of the computer 230.

A netizen who has experienced a DA can click on a hypertext script placed adjacent to the DA on a web browser to provide DA feedback. In addition to the hypertext scripts, the netizens selection means for providing DA feedback (ie, means for displaying a questionnaire about the DA) may include buttons, checkboxes and other URL selection means. According to the netizen's choice, the web browser displays a questionnaire page for netizen's DA feedback. When the netizen responds to the displayed question in a multiple choice or subjective manner, it is recorded in a storage device (not shown) of the homepage operator server 210 (the storage device of this homepage operator server 210 communicates with the homepage operator server 210). May be a remote storage device. The homepage operator server 210 stores the questionnaire response provided by the netizen in the storage device, and then generates a report for reporting the netizen feedback to the advertiser. The generated report is transmitted from the homepage operator server 210 to the advertiser computer 220 and used by the advertiser.

3 is a diagram illustrating a web page in which a selection means for providing feedback of a netizen is arranged adjacent to a DA according to a preferred embodiment of the present invention. Referring to FIG. 3, a hypertext script ("How did you see this advertisement") for displaying a questionnaire page for obtaining netizen feedback at the bottom right of the DA (including the ad copy "challenge the best outback"). You can see that the hypertext script is called. The netizen can click on this hypertext script to go to the questionnaire page of FIG. 4 to be described later.

4 is a diagram illustrating a questionnaire page for obtaining DA feedback displayed to netizens according to an exemplary embodiment of the present invention. In the questionnaire page shown in FIG. 4, whether or not the user clicks on the DA, overall opinion on the DA, opinion on the form, design and contents of the DA, whether the DA caused interest in the target product, and opinion on the DA of the corresponding homepage It can be seen that the questionnaire includes questions about the gender, age group and email address of the feedback provider. As illustrated in FIG. 4, some of the questionnaires are written to enable multiple-choice answers on a five-point scale, and some of them may be answered in a short answer.

The type of questionnaire of FIG. 4 will be described in more detail. First of all, the surveys 1) and 2) are questions regarding the general matters of the subject DA. In response, we can see how many DA's attracted netizens' clicks and the overall impression that netizens have on DA. In addition, the surveys 3) and 4) specifically ask how netizens evaluate the contents of DA expression, design, advertisement copy, etc., and ask DA whether netizens are interested in the target product. Questionnaire about the details. The questionnaire 5) is a questionnaire for reference to the operation of the DA display service that collects the general opinions of the DA display service performed by the homepage operator. In addition, the surveys 6) and 7) are questions about the feedback provider's personal information, and the survey 8) asks the e-mail contacts of the feedback providers who are willing to participate in the online panel which will be further measured for the advertisement effect. to be.

It is noteworthy in the questionnaire page of FIG. 4 that an image substantially identical to the DA is disposed at the top right of the page in order to elicit a more objective and more accurate questionnaire response to the DA. Of course, there is no particular limitation on the position where the image substantially identical to the DA is disposed on the survey page. In FIG. 4, although the same image as that of the DA, which is a banner advertisement, is disposed on the survey page, when the DA is not a banner advertisement, but a set of images such as a flash or a video, which is a continuous flow of images, In addition, the information displayed on the questionnaire page may be a set of images like the DA. That is, the netizen may refer to a duplicate of the DA displayed along with the questionnaire content on the questionnaire page when providing the DA feedback by responding to the questionnaire of the questionnaire page as shown in FIG. 4. Duplexes of these DAs are generated by being included in a questionnaire page (web document) in the homepage operator server 210.

Embodiments according to the present invention described above may be implemented in the form of program instructions that may be executed by various computer means, and may be recorded in a computer readable medium. The computer readable medium may include program instructions, data files, data structures, etc. alone or in combination. Program instructions recorded on the media may be those specially designed and constructed for the purposes of the present invention, or they may be of the kind well-known and available to those having skill in the computer software arts. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks and magnetic tape, optical recording media such as CD-ROMs, DVDs, and magneto-optical media such as floptical disks. And hardware devices specifically configured to store and execute program instructions, such as ROM, RAM, flash memory, 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. The hardware device described above may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.

In the present invention as described above has been described by the specific embodiments, such as specific components and limited embodiments and drawings, but this is provided to help a more general understanding of the present invention, the present invention is not limited to the above embodiments. For those skilled in the art, various modifications and variations are possible from these descriptions.

Therefore, the spirit of the present invention should not be limited to the above-described embodiments, and all the equivalents or equivalents of the claims, as well as the claims described below, belong to the scope of the present invention. something to do.

According to the present invention, an effect is achieved that netizens provide more objective and accurate question responses to DAs displayed on web pages.

According to the present invention, the advertiser is provided with more objective and more accurate netizen feedback on the DA, thereby achieving the effect of improving the DA in a variety of forms, designs, and contents.

According to the present invention, the homepage operator can allow advertisers to develop DA products that can appeal more to netizens, and enable netizens to experience improved DAs that are more experienced. The effect of further strengthening the loyalty of the homepage is achieved.

Claims (6)

A method for obtaining feedback for a DA comprising at least one image, the method comprising: Providing at least one questionnaire for the DA, and Storing a response to the at least one survey Including, The at least one questionnaire is provided with an image substantially the same as the DA. The method of claim 1, Wherein the at least one questionnaire is provided adjacent to the DA, by selecting selection means for providing feedback. The method according to claim 1 or 2, The at least one questionnaire comprises a questionnaire about at least one of the format, design and content of the DA. The method according to claim 1 or 2, The at least one survey comprises a survey regarding an email address of a respondent. A recording medium having recorded thereon a computer readable program for executing the method of claim 1. An apparatus for obtaining feedback regarding a DA comprising at least one image, the apparatus comprising: And document generating means for generating a document comprising at least one questionnaire for the DA and an image substantially the same as the DA.

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