KR20100101290A - Advertising system and method using digital monitor at the subway station - Google Patents

Abstract

PURPOSE: An advertising system using a digital monitor at a subway station, and a method thereof are provided to enable an advertiser to directly determine the advertisement for a digital monitor by providing the advertiser with the viewer information for a digital monitor slot of a train or subway station. CONSTITUTION: A database(11) matches client information automatically stored when using a subway entry card with population characteristic information near a subway station to periodically update the matched information. An advertisement spot selector(13) searches a digital monitor slot from the database to make a list, wherein the digital monitor slot comprises an advertisement slot corresponding to an advertisement target condition. An advertiser determination unit(14) determines the advertiser for an advertisement spot of the digital monitor slot based on the result recognized in the advertisement spot selector.

Description

Advertising system and method using digital monitor at the subway station}

The present invention provides a separate advertisement spot which is divided into a position of a digital monitor (“DM”) for advertisement in a subway use space and a predetermined broadcast time slot in a DM, that is, a slot unit of a DM. The present invention relates to a subway advertisement system and a method in which a plurality of advertisers use a first-come first-served or competitive bidding method through a server client system of the Internet, and allocates a corresponding advertisement spot to first-come first-order purchasers or competitive bidders. Advertisers can run targeted advertisements on DMs within subway spaces by measuring / identifying advertising audiences ("audiences") and profiles for advertisement spots by DM slots within and on subway stations. Digital monitor ads that make it easy and easy to implement on the Internet web It relates to systems and methods.

The key to success is the exposure of the ad to the right target audience for the product. The advertiser is most concerned with ad spot decision at which time and at which time the target audience is targeted. It is a standard.

The DM slot is a specific unique time zone within the DM that combines the time zone concepts such as 30 minutes, 1 hour, and commute, which are separated for the viewer measurement of a specific DM in a spatial concept, and the advertisement spot is 30 seconds, 10 in the DM slot. It is the time of the actual individual advertisement of elementary school. In summary, DM slot is used in the following description as a term referring to a spatial and temporal unit in a unique DM for viewer measurement, and a DM spot is a spatial and temporal unit for actual advertisement broadcasting in a DM slot.

In the conventional subway advertising method, since there is no detailed information about the consumers who are exposed to the specific DM as well as the advertisement spot, that is, the viewer characteristics of the individual advertisement spots are limited, and the inaccurate and external information on general characteristics of the backwash area is limited. As a result, it was difficult to guarantee whether the advertisement could reach the target consumer, and it was difficult for DM advertisement to be actively used as a subway advertisement method due to the uncertain effect.

In particular, although advertisement locations are formed in various places, such as the inside of subway stations, and there are various characteristics of passengers using various time zones and floating population, it is very effective advertising spots. By doing so, it can be called an uneconomical form of advertising that wastes advertising resources.

According to the present invention, a specific advertisement spot for each target DM slot directly preferred by the advertiser is purchased through the Internet by providing specific information for passengers, that is, viewers, for each DM (Digital Monitor) slot in a train or subway station. Another object of the present invention is to provide an advanced subway advertising system and method for purchasing in a competitive bidding method and advertising the spot.

The present invention provides a subway DM advertising system for performing advertisements at individual advertisement spots formed by DM server networks and subway DMs networked to each DM slot divided by DM advertisement location and time zone. Passenger information including the departure point, arrival place, time of use, bus transfer information for each passenger is automatically stored, and the demographic characteristics analysis information based on the departure point and arrival point of the passenger information is matched with the passenger information and the passenger information is determined in units of advertisement spots. A database unit for elaborating and periodically updating; An input unit configured to present an advertisement target condition input screen to a client system through the Internet, and receive and recognize an advertisement target condition from an advertiser; A screen for configuring a list by searching the database for a DM slot consisting of an advertisement spot corresponding to an advertisement target condition recognized by the input unit, and selecting a specific DM slot among the list and the list on the client system through the Internet. An advertisement spot selection unit for presenting and selecting an advertisement spot in a DM slot from an advertiser; An advertiser determination unit determining an advertiser of an advertisement spot in a corresponding DM slot through a first-come-first-served or bidding competition method based on the selection result recognized by the advertisement spot selection unit and informing the client system of the determination result through the Internet; And an advertisement transmitter which receives the determined advertisement of the advertiser and transmits the advertisement to the corresponding advertisement spot. It provides a subway DM advertising system, characterized in that configured to include.

According to another feature of the present invention, the present invention provides a subway DM advertisement method for performing advertisements at individual advertisement spots formed by DM slots divided by DM server positions and time zones by network server client system and subway DM. Ad spot by matching passenger information including departure point, arrival place, time of use, bus transfer information, and demographic characteristics analysis based on the departure point and arrival point of the passenger information that are automatically stored when the subway card is opened. Constructing and periodically updating a database in which passenger information is refined in units; ii) receiving an advertisement target condition corresponding to the passenger information from an advertiser based on an internet server / client system;

iii) sorting and publishing all the available advertisement spots by DM slots that satisfy the input advertisement target conditions;

iv) allowing the advertiser to purchase the available advertising spots on a first-come, first-served basis or auction and inform the purchase result; And

v) transmitting the advertisement of the advertiser to the purchased advertising spot; provides a subway DM advertising method comprising a.

According to another feature of the present invention, the database may be configured to correct passenger information of an advertisement spot including estimated information including a passenger profile, a population flow pattern, and an advertisement exposure pattern by a sample field survey in a train / historical vehicle. have.

According to the present invention, by accurately and objectively analyzing the information on the passengers of the DM advertisement of the subway passengers and the profiles of the passengers by subway for each DM slot, the advertisers can fit the individual spots existing in each DM slot of the train / subway station. Targeted advertisements can be used to maximize the effectiveness of DM advertisements, and consumers can access the information they need to enhance their response to DM advertisements. Advertisers can be recruited in this way, which is expected to contribute significantly to the improvement of the operating balance as a new revenue model. Going further, the present invention allows the advertiser to freely adjust the budget on the Internet web and decide the purchase of an advertisement spot, which will open the door of the subway DM advertisement to small and small businesses with small advertising budget. .

The present invention provides a passenger departure, arrival, use time, bus transfers and other available passengers' getting on and off related information and demographic characteristics analysis around trains and trains / historical samples on site. Based on the estimated information such as profile, demographic flow, and advertisement exposure pattern, the user's advertisement viewing pattern and profile information required for DM target advertisement are measured in DM time slot (ex. Advertisement spot (advertisement within the same DM slot) that is the actual advertisement airtime (ex. 30 seconds) that configures this DM slot for each DM slot on the Internet web based on this DM (Time) slot unit passenger viewing and profile database Spots are given the same viewer profile), allowing subway ads to target DM slots Present a system and method.

The subway here can be operated not only underground but also on the ground, and it is a convenient way to refer to rail transportation used by other means of transportation and transfers such as buses, and DM is a digital monitor installed in electric vehicles and station premises. Means all display devices (all other advertising media such as posters / lights / panels in subway use spaces) that can be controlled remotely.

DM advertisement spot according to the present invention is an advertisement time unit of 30 seconds, 10 seconds, etc. that can be displayed in a predetermined time slot (eg 30 minutes) of a specific DM located at a specific location in a train or subway station premises, The number of advertisement spots in various time units that can be aired for a predetermined time period, that is, DM slots, can be calculated / applied to all DMs in the space where passengers move for internal, platform or ticket gates and getting on and off.

Advertisement system according to the present invention has a technical feature to enable targeted advertising by matching the exact passenger information for each advertising spot, and can provide advanced advertising techniques by implementing through the network until the determination of the advertising spot and the delivery of the advertisement. have.

1 is a configuration diagram of an advertisement system according to the present invention and FIG. 2 is a process chart of the system. Referring to the configuration of the advertisement system according to the present invention based on FIGS. 1 and 2, the present invention relates to a server client system of the Internet. And the subway DM to be networked, so that the server 1 handles the entire process from building the database, assigning advertisers by advertisement spot, and sending advertisements, and the advertiser has an interface provided by the server through his client system 2 Select the desired conditions on the screen and select the desired spot among the presented advertisement spots to purchase. Under the control of the server, the DM 3 posts an advertisement sent from the server.

In more detail, the server 1 includes a database unit 11, an input unit 12, an advertisement spot selecting unit 13, an advertiser determining unit 14, and an advertisement transmitting unit 15.

The database unit 11 is to perform the subway passenger information database construction step (S11) of Figure 2, including the departure point, destination, use time, bus transfer information for each passenger is automatically stored when the subway boarding card ticket gate Passenger information and historical demographic characteristic analysis information based on the departure point and arrival point of the passenger information are matched with the passenger information to refine and periodically update the passenger information in units of advertisement spots.

In order to more precisely measure the advertisement viewing and profile of the passenger using the advertisement spot, the present invention provides not only the operation information of subway construction for subway and transit usage behavior of passengers using the subway, but also a sample field survey and demographic data of passengers by residential area. (eg census data) provides a method of matching passenger information with the passenger profile and subway / historical movement patterns.

In the above process, first of all, accurate identification of the passenger's place of residence is the key to estimating the characteristic human profile of the passenger.

Passengers who watch advertisement spots in the subway / historic spaces are more likely to use the subway by transferring to other means of transportation. It is also necessary to obtain linked transit information.

It is possible to obtain the departure and destination information of the passengers automatically stored through the subway boarding card, and the passenger's personal profile can be determined by analyzing the time zone of the first boarding or last getting off area by using the obtained information. Information can be obtained more specifically.

Human data by residence can be constructed in a variety of ways, but it is most desirable in terms of reliability and diversity of the data to utilize data from the Census of Housing, which is regularly conducted at the national level.

In addition, in the present invention, in order to construct passenger information into a more effective and specific advertisement viewing and profile information database, it is necessary to reinforce information such as detailed passenger's personal information, flow pattern, advertisement exposure degree, etc. in addition to the above-mentioned demographic characteristics of each residential area. For this purpose, sample field surveys and the use of available external data (e.g. traffic credit cards) are desirable.

In summary, passengers by train / subway history can be calculated by getting on and off the information stored in the real time, and the inhabited area of the passenger is inferred from the departure or destination information through the ride card, The profile of the passenger is tracked by matching the personality data with the passenger, and the estimation of the passenger's movement and passenger profile information by this process and the detailed human attributes and entrance flow patterns in the history by sample field survey analysis By using the information and the available external data (e.g., aggregated credit card usage information) to build a subway passenger information database that can identify viewers and detailed human profiles for the advertising spot in the DM slot, It is used for DM customized advertising channel service on the Internet web.

The human profile data of the residential area is information matching the target conditions of advertisement such as income level, housing type / ownership, education level, occupation, gender, age, number of household members, number of children, vehicle ownership status, and the like. It includes detailed personal information such as gender and age classification estimated by survey analysis, and passenger flow pattern information for measuring viewers of advertisement spots by DM slots at specific locations in trains / historical stations.

That is, the subway passenger information database building step (S11) is to build passenger information specified in units of advertisement DM slots, and as described above, the departure point, the arrival point, the use time, and the bus transfer are automatically stored according to the use of the riding card. And inferring passengers' living areas with passenger information related to getting on and off the passengers, and analyzing various demographic characteristics such as education, age, gender, occupation, type of residence, income level, etc. And detailed information on passenger advertisements and profile information used in DM slot units of the train / subway station by adding estimated information such as passenger profile, passenger history movement pattern, and advertisement exposure pattern by sample field survey of electric vehicle / history. This is a step of making a database of the information obtained by measuring.

In addition, the passenger information databases for each DM slot should be updated periodically to maintain the reliability of the data.

The passenger profile information based on the demographic data of the residential area can be inferred by using various information, but it is judged that the subdivisional population housing survey data of the sub-regional unit of the National Statistical Office can be used as the most reliable information.

As described above, the residential area can be more accurately determined by determining the initial or final boarding area by tracking departure or destination information, transfer information, etc., which can be checked according to the use of the passenger card.

3 is a summary of a method for estimating viewers and profiles for each DM slot of passengers used in trains and subway stations, and relates to a departure point, an arrival point, a use time, a bus transfer, and other available passengers that are automatically stored according to the use of a ride card. Using the information to infer the area of the passengers using the subway and the passengers using the subway living in the surrounding area within 250m (eg) of the boarding train station, as shown in the drawing, the surrounding areas of each A, B, C subway Various regional demographic profile data such as education, age, income level, gender, and living environment are matched to each boarding area passenger and used as a boarding station passenger profile. Used as an element.

In other words, in case of getting off station, the basic profile of the getting off station is estimated by analyzing the profile composition of passengers coming from different stations, and also integrated with the characteristic profile of the surrounding area of passengers getting on at the getting off station. Estimate the characteristic profile. In addition, the age, gender, transit, entrance and use path of the floating customers in the subway use space obtained through the survey of the actual site sample utilizing the necessary research tools such as the investigator and WebCam in the estimated subway passenger characteristic profile information as described above. A simple example shows the process of constructing the final passenger information database for each DM slot by reinforcing passenger personal information through scientific analysis by adding advertisement exposure information.

4 is a table briefly showing the configuration and details of a subway passenger information database constructed as described in FIG. 3, which is a basic passenger information of an advertisement spot purchasing website operated through the Internet web. It is used as a DB.

The input unit 12 performs the target search condition input step (S12) desired by the advertiser of FIG. 2, presents the advertisement target condition input screen to the client system through the Internet, and receives the advertisement target condition from the advertiser.

The advertisement target condition refers to a condition such as age, gender, income level, education level, etc., which are customer characteristic data of an advertiser's product or service, and corresponds to the passenger information, and the advertiser meets the advertisement target condition. Passengers who buy the most exposed advertising spots will be purchased on a first come, first served basis or competitive bidding method.

5 is an example of inputting the target search condition desired by the advertiser (S12), when the advertiser inputs and selects an advertisement target condition desired by the advertiser through an input screen provided by a server on the Internet, the server receives the input and uses the search key in the subway passenger information database. Set it.

The advertisement target search condition input is that the advertiser can directly select the range of each item for the items corresponding to each item of the subway passenger information database provided by the present invention, as shown in FIG. By selecting specific ranges or contents of search conditions corresponding to various databases such as region, income, gender, age, etc., advertisement target conditions can be specified, and the contents of the finally entered search conditions can be checked.

According to the present invention, the passenger information of the advertisement spot can be processed very precisely, so that the consumer characteristics for each advertisement spot can be clear. From the standpoint of the advertiser (customer), the most optimal consumer for the product is exposed. It's very convenient and effective because you can sit in front of your computer and search and buy advertising spots.

The advertisement spot selector 13 performs the target search result posting step S13 of FIG. 2, by searching the database for an advertisement spot corresponding to the advertisement target condition recognized by the input unit 11. A list belonging to an error range of the degree of conformity is configured, and the interface screen for selecting a specific advertisement spot among the list and the list can be checked on the client system through the Internet.

The advertiser checks the list on the screen, and the list can show the advertising cost for each advertisement spot (if it is a first-come-first-served allocation method) together with the passenger information. If so, the advertisement spot selector 13 of the server recognizes this.

In this case, the list is a part of various services available in terms of the business model according to the selection criteria, for example, to allow advertisers to enter the ad execution amount and automatically selects the most effective ad spot portfolio that meets the search criteria within the cost range. Can be configured. (Only first-come, first-served method)

The advertiser determining unit 14 performs the first-come-first-served selection or auction successful bidding step S14 and the result / payment step S15 of FIG. 2, and the first-come-first-served basis based on the selection result recognized by the advertisement spot selection unit 13. Alternatively, the bidding competition method determines the advertiser of the advertisement spot and informs the client system of the decision result through the Internet.

The advertiser's decision method may be assigned on a first-come, first-served basis or implemented through bidding, and the determined advertiser may proceed with subsequent work such as payment.

6 and 7 are conceptual examples summarizing a process in which an advertiser purchases an advertising spot, and FIG. 6 illustrates advertisement spots that satisfy an input target target condition and are available for purchase at an advertisement spot purchase, as shown in FIG. 5. The target audience viewers are arranged in the order of the highest number of target audience viewers by advertisement slot time slot (S13), and conceptually summarizes how the advertiser directly purchases advertisement spots by DM slot on a first-come-first-served basis (s14).

 FIG. 7 conceptually illustrates an example of a method in which an advertiser bids and bids an ad spot capable of competing bids at the point of direct purchase by the DM slots arranged and posted as shown in FIG. 6 (S13).

6 and 7, the advertiser selects the desired DM slots through first-come-first-served purchase or auction bidding or selects the desired DM slots in the slots selected through the automatic advertisement method. Before making a purchase decision for each slot, check the estimated cumulative target audiences, estimated total audiences, and cumulative purchase price of the selected spots for actual purchases in each of the selected slots. You can expect it. Therefore, the advertiser can determine the final purchase and auction after reviewing the above advertising cost and total target demand viewer reach measurement.

In the first-come-first-served or auction winning step (s14), the first method of making a payment for an ad spot within a corresponding DM slot that satisfies the target search condition, or assigning the ad spot to the advertiser who has provided the highest price among the bids. That's how. The ad spots that have been exhausted through this step are automatically exited from the information display of FIGS. 6 and 7 to prevent double purchase.

The Internet server selects a first-come-first-served or auctioned advertisement spot through the above procedure and informs the advertiser of the purchase result. As shown in FIG. 8, the final purchase result can be provided.

The advertiser may check the final advertisement request result as shown in the example of FIG. 8 and may also check the detailed information of the purchased advertisement spot through the detailed view.

The advertisement transmission unit 15 performs the customized IPTV advertisement transmission step S16 of FIG. 2, and receives the determined advertisement of the advertiser and transmits it to the corresponding advertisement spot.

That is, the video advertisement of the advertiser is transmitted through the Internet to a plurality of advertisement spots in a DM slot, which is a specific time slot of a specific DM purchased by the above method.

Finally, the corresponding advertisement spot purchased by the advertiser is posted, and the advertiser registers the advertisement contents on the Internet server of the present invention, and then automatically transmits the advertisement spot from the server to the corresponding advertisement spot using IPTV technology. Can increase.

The present invention is meaningful in that it enables scientific and effective targeted personalized DM advertising as presented above, and the more macro and great significance of this advertising technique is easy for anyone to keep pace with the ever-developing and changing global digital era. You can participate in DM advertising. In addition, due to the high cost of advertising in the past, the above function enables DM advertising, which was not practically possible not only to individuals but also to small businesses and small businesses. The reason for this is that the function of the present invention allows an individual to purchase only one advertisement spot on the Internet web and transmit the video (and subtitle advertisement) produced by him to a specific DM.

1 is a block diagram of a subway DM advertising system according to the present invention

2 is a flow chart of a subway DM advertising method according to the present invention

3 is a diagram illustrating an example of establishing a subway passenger information database for each DM slot

4 is a view showing the configuration and details of the passenger information database for subway use

5 illustrates an embodiment in which an advertiser inputs an advertisement target condition

6 is a diagram illustrating a first-come-first-served purchase process of an advertisement spot that meets advertisement target conditions.

7 is a view illustrating an auction purchase process of an advertisement spot that meets advertisement target conditions

8 is an example of final advertisement spot purchase result and payment required information window

<Description of the major reference numerals>

1: server 2: client system

3: advertising spot 11: database section

12: input unit 13: advertising spot selection unit

14: advertiser decision unit 15: advertising transmission unit

Claims (6)

As a subway DM advertising system in which a server client system of the Internet and a subway DM are networked to perform advertisements at individual advertisement spots formed by DM slots classified by DM advertisement location and time zone. The server, Ad spot by matching passenger information including departure point, arrival place, time of use, bus transfer information and automatic demographic analysis based on the departure point and arrival point of the passenger information which are automatically saved when the subway card is opened A database unit for elaborating and periodically updating passenger information in units; An input unit configured to present an advertisement target condition input screen to a client system through the Internet, and receive and recognize an advertisement target condition from an advertiser; Search the database unit for a DM slot consisting of an advertisement spot that meets the advertisement target conditions recognized by the input unit to form a list, and present a screen for selecting a specific DM slot among the lists on the client system through the Internet. An advertisement spot selector configured to recognize and recognize an advertisement spot in a DM slot by an advertiser; An advertiser determination unit for determining an advertiser of an advertisement spot in a corresponding DM slot through a first-come-first-served or bidding competition method based on the selection result recognized by the advertisement spot selection unit and informing the client system of the determination result through the Internet; And An advertisement transmitter which receives the determined advertisement of the advertiser and transmits the advertisement to a corresponding advertisement spot; Subway DM advertising system, characterized in that comprises a. The method of claim 1, wherein the database unit is configured to correct the passenger information of the advertising spot, including the estimated information including the passenger profile and population flow pattern, the advertising exposure pattern by the sample field survey in the train / history Subway DM Advertising System. A subway DM advertisement method in which a server client system of the Internet and a subway DM are networked to perform advertisements at individual advertisement spots formed for each DM slot divided by DM advertisement location and time zone. i) Passenger information including departure point, arrival place, use time, bus transfer information, which are automatically stored when the subway card is opened, matched with passenger information by demographic characteristics analysis information based on the departure point and destination of the passenger information Constructing and periodically updating a database in which passenger information is refined on a spot basis; ii) receiving an advertisement target condition corresponding to the passenger information from an advertiser based on an internet server / client system; iii) sorting and publishing all the available advertisement spots by DM slots that satisfy the input advertisement target conditions; iv) allowing the advertiser to purchase the available advertising spots on a first-come, first-served basis or auction and inform the purchase result; And v) transmitting the advertisement of the advertiser to the purchased advertising spot; subway DM advertising method comprising a. The method of claim 3, wherein the database is configured by correcting the passenger information of the advertising spot, including the estimated information including the passenger profile, population flow pattern, advertising exposure pattern by the sample field survey in the train / history How to advertise subway DM. The method of claim 3 or 4, wherein in step iv), when the advertiser is determined based on the first-come, first-served basis, the advertisement spot portfolio corresponding to the advertisement target that can be purchased within the advertisement budget set by the advertiser is automatically configured and presented. Subway DM advertising method characterized in that the advertiser can further include a method to select. The method of claim 3 or 4, wherein the step iii) includes a DM slot composed of purchaseable advertisement spots satisfying the advertisement target conditions input in the step ii), in which the target customer viewers sort and post the DM slots. Subway DM advertising method.

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