KR20100117936A - Target classification system and advertising request system for personalized advertisement - Google Patents

Abstract

PURPOSE: An advertisement target classification system for customized advertisement and an advertisement requesting system for classifying advertisement targets through a keyword are provided to build reasonable price for advertisement by setting up each keyword according to subscriber information and an online service. CONSTITUTION: A keyword manager(21) manages one or more character items and keyword information. A grade information manager(23) manages grade information according to the number of advertisement target persons. A statistic investigator(22) invests the number of persons related to each keyword. A grade determiner(24) decides the grades of each keyword based on each grade information.

Description

Target Classification System and Advertising Request System for Personalized Advertisement}

The present invention relates to an advertisement target classification system and an advertisement request system for customized advertisements, and in particular, to provide customized advertisements for users who use various online services. And classify the advertisement target to the advertiser by using the keyword.

In today's society, competition in the market is fierce, and a large number of advertisements collide.

In particular, advertisements that are directed to the general public without selecting advertisement targets have a very low probability of being linked to the purchase of the actual product.

As an attempt to increase the efficiency of the advertisement, a customized advertisement method for intensively searching for an object interested in the corresponding product is being used.

Meanwhile, with the development of communication networks and computer technologies, various types of online services are provided through communication networks such as shopping malls, games, and portals, and the number of users using online services is rapidly increasing.

Accordingly, various methods have been proposed to perform customized advertisements for customers using online services.

Personalized advertising is expected to continue to expand in view of its usefulness. For the purpose of personalized advertising, the process of classifying advertisement targets must be preceded, and the classification of such advertisement targets takes into account the ever-changing use of online services and advertisers' positions. Should be done.

Accordingly, the present invention has been devised to meet the above needs, an advertisement target classification system for a customized advertisement that can effectively classify the advertisement targets in consideration of the ever-changing use of online services, and the advertiser has such classification information. The present invention has been made in view of the above problems, and it is an object of the present invention to provide an advertisement request system for a customized advertisement,

According to another aspect of the present invention, there is provided an advertisement object classification system for a customized advertisement, the advertisement object classification system comprising: at least one property item for identifying a use characteristic of an online service provided through a communication network; A keyword management unit that manages keyword information that has been classified in detail; A rating information management unit configured to manage a plurality of rating information set differentially according to the number of advertisement target persons; A statistical investigation unit for surveying the number of people associated with each keyword targeting users using the online service; And a rating determiner configured to determine a rating of each keyword based on the number of people for each keyword investigated by the statistical search unit and the rating information managed by the rating information manager.

Each characteristic item for distinguishing the use characteristics of the online service may be set based on subscriber information of users who have subscribed to the online service, information that may indicate the status of users using the online service, and the like.

In the former example, each characteristic item may be configured to include age, gender, place of residence, mobile communication service subscription company, occupation, hobby, and the like.

In the latter example, if the online service is an online game service, each characteristic item may include a game play time, a day of game play, a level of a user character, a group to which the user belongs, and the like.

The rating unit may be configured to compare the number of persons of each keyword with a reference value set for each grade, and determine a grade corresponding to the largest reference value among the reference values that do not exceed the number of persons of the keyword as the grade of the corresponding keyword. have.

The advertisement target classification system for the customized advertisement may further include an advertiser interface unit configured to allow advertisers to connect through a communication network and check keywords and grades thereof.

Advertising request system for a customized advertisement according to the present invention, the advertisement target classification system for the customized advertisement; An advertisement rate setting unit for setting an advertisement rate for each grade for each grade managed by the grade information management unit of the advertisement target classification system; A keyword selecting unit that connects advertisers through a communication network to check a rating for each keyword, an advertisement fee set corresponding thereto, and select one or more keywords to specify an advertisement target; And an advertisement rate calculator configured to calculate a total advertisement rate to be paid by the corresponding advertiser using a predetermined advertisement rate calculation method according to the keyword selection history in the keyword selector.

The keyword selector may be configured to allow the advertiser to designate each keyword using a combination of the 'AND' method, the combination of the 'OR' method, or a combination using both the 'AND' method and the 'OR' method.

According to the present invention, each keyword is set according to characteristics such as subscriber information and online service usage status of users who use various online services. The number of people corresponding to each keyword is checked periodically, and each keyword is given its rating according to the number of persons.

Since each keyword's rating indicates the number of users exposed to the advertisement, the rating of each keyword can be an index indicating the efficiency of the advertisement.

In particular, since the number of people corresponding to each keyword is periodically examined and updated, it is possible to appropriately reflect the ever-changing online service usage status. This means that you can build a reasonable fee structure for advertising.

The advertiser can intuitively grasp the nature of the target through each keyword, and it is easy to grasp the number of people exposed to the advertisement through the grade. In addition, each keyword may be designated in various combinations to designate an advertisement target, and the advertisement fee according to such combinations may also be checked, thereby making it possible to make a reasonable advertisement decision according to circumstances.

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

1, the users 11 are connected to an online service system (not shown) through computer terminals having various types and capabilities such as a personal computer (PC), a personal digital assistant (PDA) 17) to use the services provided.

The online service system 17 may provide a service through various types of communication networks 15 such as a wired internet network, a wireless internet network, and a mobile communication network.

The service provided by the online service system 17 is not limited to the types and contents such as the game service, the shopping mall service, and the portal service.

The online service system 17 performs advertisements requested by the advertisers 13 to users 11 who use their services in connection with the present invention, and the contents or methods of the advertisements can be processed in various ways. .

Particularly, the online service system 17 has an advertisement classification system 19 (hereinafter, referred to as " advertisement classification system ") for a customized advertisement according to the present invention, in order to perform an advertisement requested by the advertisers 13 to the users 11 using the service, Linkage system).

The advertisement target classification system 19 classifies the advertisement targets using various keywords that can represent the characteristics of each user.

Referring to FIG. 2, an embodiment of the advertisement classification system 19 according to the present invention will be described.

The keyword manager 21 manages each characteristic item for distinguishing the use characteristic of the service provided by the online service system 17 and keyword information in which the characteristic value of each characteristic item is divided in detail.

Here, the usage characteristics of the online service can be grasped from various viewpoints in relation to any situation in which users use the online service.

As a specific example, the usage characteristics of the online service may be determined according to the attributes of individual subscribers using the online service, or may be determined according to the situation in which users use the online service.

In the former example, each characteristic item may be set as information for distinguishing individual subscriber attributes, and in the latter example, each characteristic item may be set as information for identifying the status of users using the online service.

In the embodiment of identifying and classifying the use characteristics of the online service according to the attributes of individual subscribers, each characteristic item may be set based on the subscriber information registered as a member in the online service system 17.

In other words, if the online service system 17 requires the users 11 to sign up as a condition for using the service, the online service system 17 may sign up when the users 11 join or become members. When a situation such as a change of user information occurs, a variety of information is inputted and maintained, and each characteristic item can be set based on the subscriber information.

Referring to the example illustrated in FIG. 3A, the characteristic items are information that can distinguish the attributes of individual subscribers, such as 'age', 'gender', 'resident', 'mobile communication service subscriber', 'occupation', 'hobby' It is set to such items.

At this time, each keyword is composed of values that can be divided in detail the values that can be the characteristic item.

In FIG. 3A, the 'age' dimension is a keyword of '10', '20', '30', '40', '50', '60', and the 'gender' dimension is' M ',' 'W' keyword, 'resident' dimensions are 'Seoul', 'Gyeonggi-do', 'Chungcheong-do', 'Gangwon-do', 'Jeolla-do', 'Gyeongsang-do', ) "Keyword as" SKT "," KTF "," LGT "," profession "dimension as" professional "," office work "," service industry "keyword, and" hobby "dimension as" sports " , 'Computer', 'bead', 'music', 'collection', and 'photo' are respectively divided and set up by example.

If necessary, each keyword may be set to a second or more depth.

That is, in the above example, the 'computer' keyword among the 'hobbies' characteristics may be further divided into' PC ',' laptop ',' PMP ', etc., and the' music 'keyword is again set to' pop ',' Quot ;, " classic ", and the like.

On the other hand, in the embodiment of identifying and classifying the use characteristics of the online service according to the situation in which the users use the online service, each characteristic item may be set as information for distinguishing the status of using the online service.

This embodiment can be applied even when the online service system 17 does not require the users 11 to join the membership.

3B illustrates an example of setting each characteristic item in an online game service, and the characteristic item is set to items such as 'play time', 'day of play', 'level of user character', 'group of belonging', and the like. .

In FIG. 3B, the 'play time' characteristic item is '00:00 to 04:00', '04:00 to 08:00', '08:00 to 12:00', '12:00 to 16:00', and 16:00 to 20:00 "," 20:24 "and" Day of play "dimensions with keywords" Mon, "" Tue, "" Wed, "" Thu, "" Fri, "" Sat, "and" Sun. " , The "character level" dimension is a keyword for "10 level," "20 level," "30 level," "40 level," and "50 level." ',' Guild ', and' alliance ', respectively.

The rating information management unit 23 manages a plurality of rating information that is set differentially according to the number of target audience.

Here, the rating indicates which section belongs to a number of sections that can be classified as an advertisement target. It is possible to set various levels according to need, such as how to set each grade in several stages or the range of the number of persons corresponding to each grade.

Figure 4 shows an example of setting the rating information, if the number of people to be advertised less than 1000 grade 5, if the number of people to be advertised more than 100 people less than 10,000 4 grade, the number of people to be advertised 10,000 to less than 50,000 people 3, and if the number of people to be advertised is more than 50,000 and less than 100,000, it will be classified as 2, and if the number of people to be advertised is 100,000 or more, it will be classified as 1.

Here, 'Grade 1', 'Grade 2', etc. are used to help understand the explanation. In other words, since the term 'grade' can be expressed as a small portion of the number of people targeted for each advertisement, it can be expressed as 'A grade', 'B grade', a proper noun, or the number of people set in each grade as it is (eg : '1,000 ~ 10,000') can be displayed in various ways as needed.

The statistical investigation unit 22 performs a role of investigating the number of people associated with each keyword managed by the keyword management unit 21 for users who use the service of the online service system 17.

The statistical investigation unit 22 may perform a corresponding function periodically (eg, one day, one week, ten days, etc.) or according to an administrator's command. As each keyword is of a nature that involves frequent changes in the number of people, it is desirable to continue to investigate periodically.

The method for checking the number of people by each keyword in the statistical investigation unit 22 may be configured in various ways depending on the nature of the keyword.

For example, if a keyword is set using the attributes of individual subscribers, the statistical research unit 23 may query the subscriber information database (not shown) of the online service system 17 to investigate the number of persons corresponding to each keyword. .

That is, since the online service system 17 maintains various subscriber information such as age, gender, place of residence, mobile communication service subscription company, job, hobby, etc., the statistical investigation unit 22 corresponds to the corresponding keyword among the subscriber information. The number of people for each keyword can be checked.

In addition, even if the keyword is set using the actual status of users using the online service, when the keyword is at the user character level or affiliation, etc., the subscriber information database of the online service system 17 can be queried to examine the number of people corresponding to each keyword. have.

However, if the keyword is a play time or a play day, the user can check the game by using the game in the corresponding time zone or the corresponding day of the week. In this case, log information managed by the online service system 17 can be used.

The grading unit 24 determines the ranking of each keyword based on the number of keywords for each keyword investigated by the statistical investigation unit 22 and the grading information managed by the grading information management unit 23.

Referring to FIG. 5, an example of a process of determining the grade of each keyword by the grade determination unit 24 when the grade information managed by the grade information management unit 23 is illustrated in FIG. 4 will be described. At this time, it is assumed that the number of keywords managed through the keyword management unit 21 is n.

When the number of persons for each keyword is examined by the statistical investigation unit 22, the rating unit 24 initializes the variable i for designating the keyword currently processed to 1 (S51), and the number of persons surveyed for the keyword #i is 1,000. Check if less than (S52).

If the number of people associated with keyword #i is less than 1,000 as a result of the checking in step S52, the keyword #i is rated at 5 (S52-1). If there are still keywords to be processed, the variable i is increased by 1 and then step S52 Proceed to (S57, S58).

However, if the number of persons associated with the keyword #i is 1,000 or more as a result of the check in step S52, the process proceeds to step S53 to determine whether the number of persons associated with the keyword #i is 1,000 or more and less than 10,000.

If the number of people associated with keyword #i is greater than 1,000 and less than 10,000, as a result of checking in step S53, the ranking of keyword #i is determined as 4 (S53-1). If there are still keywords to be processed, the variable i is increased by one. The process then proceeds to step S52 (S57, S58).

If the number of people associated with the keyword #i is 10,000 or more as a result of the check in step S53, the process proceeds to step S54 to check whether the number of people associated with the keyword #i is 10,000 or less than 50,000.

As a result of the check in step S54, if the number of people associated with the keyword #i is 10,000 or less than 50,000, the rank of the keyword #i is determined to be 3 (S54-1). The process then proceeds to step S52 (S57, S58).

If the result of the check in step S54 is that the number of people associated with the keyword #i is 50,000 or more, the process proceeds to step S55 to check whether the number of people associated with the keyword #i is 50,000 or more and less than 100,000.

If the number of people associated with keyword #i is 50,000 or less than 100,000, as a result of checking in step S55, the ranking of keyword #i is determined as 2 (S55-1). If there are still keywords to be processed, the variable i is increased by 1. The process then proceeds to step S52 (S57, S58).

However, if the number of people associated with the keyword #i is 100,000 or more as a result of the checking in step S55, the keyword #i is rated as 1 (S56). If there are still keywords to be processed, the variable i is increased by 1 and then the process goes to step S52. Proceed (S57, S58).

If the class is determined for all the keywords, the class determining unit 24 ends all the variable determining procedures (S57).

FIG. 6 shows an example in which a grade is set for each characteristic item keyword.

The keywords' Male ',' Female ',' Teenage ',' 20s', 'Sat', and 'Sun' are given 1 grade, and the keywords' Sports', 'Collection', 'Level 30', ' Guild ',' Level 50 ',' Level 40 'is given three grades.

This means that the number of people related to the keywords' M ',' F ',' 10 ',' 20 ',' Sat ',' Sun 'is over 100,000 and' Sports', 'Collection', ' It means that the number of people related to the 'guild', '50 level band 'and '40 level band' keywords is between 10,000 and 50,000.

Referring to FIG. 7, the advertisement classification system 19 may be configured to include an advertiser interface unit 25.

The advertiser interface unit 25 processes the advertisers 13 to access the communication network 15 to check the keyword of each characteristic item and the grade thereof, and may interface with the advertiser in various ways in this process.

That is, the advertiser interface unit 25 informs advertisers of keywords for each characteristic item and a grade set for the advertisers, so that the advertisers 13 can make a decision regarding selection of an advertisement target.

For example, in order to interface with a web page that visually displays the keyword information of each dimension, the rating information of each keyword, the specific headcount information related to each keyword, and the status of keyword changes in various ways on the Internet. Can be configured.

Referring to FIG. 8, an embodiment of an advertisement requesting system 80 (hereinafter, referred to as an advertisement requesting system) for a customized advertisement according to the present invention will be described.

The advertisement request system 80 includes an advertisement target classification system 19, an advertisement rate setting unit 81, a keyword selecting unit 82, and an advertisement rate calculating unit 83, and advertisers 13 each include an advertiser. By specifying an advertisement target using a keyword, an advertisement can be requested to the online service system 17.

The advertisement target classification system 19 includes a keyword management unit 21, a statistical investigation unit 22, a rating information management unit 23, and a rating unit 24 to classify the advertisement targets using keywords for each characteristic item. .

Since the advertisement target classification system 19 is the same as the embodiment described with reference to FIG. 2, duplicate description thereof will be omitted.

The advertisement rate setting unit 81 allows to set the advertisement rate for each grade for each grade managed by the grade information management unit 23.

That is, the advertisement fee is set for each keyword level, and the advertisement fee for each level can be set variously according to need.

FIG. 9 shows an example in which the advertisement charge set by the advertisement charge setting unit 81 is set when the rating information managed by the rating information management unit 23 is set as shown in FIG. 4, Respectively, to be 10 million won, 9 million won, 8 million won, 7 million won and 6 million won, respectively.

The keyword selecting unit 82 allows advertisers 13 to access the communication network 15 to check the ratings and the advertising rates of the keywords for each dimension item, and to select one or more keywords to designate an advertisement target. .

For this purpose, the keyword selection unit 82 may include keyword information of each characteristic item, rating information of each keyword, specific number of people information related to each keyword, rating change status of the keyword, keyword designation method, It provides various necessary information such as an advertisement fee payment method, and provides an interface for advertisers 13 to conveniently perform a procedure of selecting a keyword to designate an advertisement target.

FIG. 11 shows an example of guiding keywords and advertisement charges of each rank in the form of a table.

The form in which the keyword selector 82 interfaces with the advertisers 13 may be configured in various ways as necessary.

Referring to FIG. 10, an example of an interface that allows advertisers 13 to select each keyword will be described.

When the advertiser clicks the expand button of the grade selection window 101 displayed on the interface screen, the type of each class currently classified (grades 1 to 5) is displayed. When the advertiser selects any of the grades, The keyword selection window 102 is displayed.

When the advertiser clicks the expand button of the keyword selection window 102, a list of keywords having a corresponding rating is displayed. When the advertiser selects a keyword from the keyword list, the advertiser is added to the selection history window 103 storing the keyword selected by the advertiser.

The example shown in FIG. 10 is for explaining the concept that an advertiser designates an advertisement object in each keyword unit, but the form in which the keyword selector 82 interfaces with advertisers can be variously configured as described above .

Meanwhile, the keyword selector 82 may designate each keyword in a combination of 'AND' method or 'OR' method, or 'AND' and 'OR' in order to allow the advertiser to specify the keywords in more detail. &Quot; and " method ".

Here, the 'AND' method selects only the advertisement targets belonging to each keyword grouped by the AND scheme, and the 'OR' method means selecting all advertisement targets associated with each keyword grouped by the OR scheme.

In the example shown in FIG. 11, if the advertiser designates the keywords '20s' and 'collecting' in the 'OR' manner, all 20-year-old or hobbyist users among the users who use the online service are targeted for advertisement. do.

In addition, if the advertiser designates the keywords '20s' and 'collection' in the 'AND' manner, only the users who are 20s and hobbyist collectors among the users who use the online service are designated as advertisement targets.

The advertisement rate calculator 83 calculates the total advertisement rate using a preset advertisement rate calculation method according to the keyword selection history made through the keyword selector 82. Then, the calculated total advertisement fee is displayed for the advertiser to view.

The advertisement charge calculating unit 83 calculates the total advertisement charge on the basis of the advertisement charge set according to the rating of each keyword, but the detailed calculation method may be modified by any number of methods.

As an example of the method of calculating the advertising rate, a method of simply summing up the advertising rate of each keyword designated by the advertiser, applying only the advertising rate of the highest among the keywords, and a certain discount rate according to the combination of each keyword type The method of applying and the method of applying a discount rate according to the grade of the keyword added in the advertisement rate of the highest among each keyword are mentioned.

Several examples are given to help understand the description.

If an advertiser has specified more than one keyword in an 'OR' fashion, and each keyword is not related to the number of people overlapping each other (e.g., "ten", "twenty"), you can simply add up the advertising charges for each keyword .

If an advertiser has specified more than one keyword in an 'OR' fashion, and each keyword is related to an overlap of people (e.g., "Seoul", "20s"), the keyword with the highest ranking ("20s") Advertisement rates may be applied only or a certain amount may be added to the advertisement rates of the keyword '20s'.

If the advertiser designates two or more keywords in an 'AND' manner, a predetermined amount may be subtracted according to the keyword's grade added from the advertisement rate of the highest among the keywords.

As described above, when the advertisers 13 designate an advertisement target through the advertisement requesting system 80, the online service system 17 advertises to users associated with each keyword specified by the advertiser among the users who use the service. Will run. At this time, the content and the manner of the advertisement can be processed in various ways.

The above-described embodiments are intended to help the understanding of the present invention, and the present invention is not limited to the above-described embodiments and can be variously modified and implemented by those skilled in the art without departing from the spirit of the present invention. to be.

1 is an overview of a system for providing customized advertising,

2 is a block diagram of an embodiment of an advertisement object classification system according to the present invention,

3 is an example of a keyword set for each dimension item,

FIG. 4 shows an example of setting rating information according to the number of people to be advertised,

5 is an example of a process of determining the rank of each keyword,

6 is an example of a ranked keyword,

FIG. 7 is a block diagram illustrating another embodiment of the advertisement classification system according to the present invention,

8 shows an embodiment of an ad referral system according to the present invention,

9 is an example of setting an advertising fee for each keyword grade,

10 shows an example of an interface that enables selection of an advertisement target using a keyword,

11 illustrates an example of displaying a keyword for each grade in which an advertisement fee is set.

DESCRIPTION OF THE REFERENCE NUMERALS

15: communication network 17: online service system

19: Ad target classification system 21: Keyword management unit

22: statistical investigation 23: rating information management

24: rating unit 25: advertiser interface unit

80: advertisement request system 81: advertisement rate setting unit

82: keyword selection unit 83: advertising rate calculation unit

Claims (8)

A keyword manager for managing one or more feature items for classifying the use characteristics of the online service provided through the communication network and keyword information in which the values of each feature item are classified in detail; A rating information management unit configured to manage a plurality of rating information set differentially according to the number of advertisement target persons; A statistical investigation unit for surveying the number of people associated with each keyword targeting users using the online service; And And a rating determiner for determining a rating of each of the keywords based on the number of people per keyword inspected by the statistical investigator and the rating information managed by the rating information manager. The method of claim 1, Each property item for distinguishing the utilization characteristics of the online service is set based on at least one of information on subscriber information of users who are members of the online service and information on the actual use of the online service by the users Ad target classification system for a customized advertisement, characterized in that. The method of claim 2, Wherein each characteristic item includes one or more of an age, a gender, a place of residence, a mobile communication service subscription company, a job, and a hobby. The method of claim 2, The online service is an online game service, wherein each characteristic item includes at least one of a game play time, a game play day, a level of a user character, and a group to which the user belongs. Target classification system. The method of claim 1, The rating determiner is configured to compare the number of persons of each keyword with a reference value set for each grade, and to determine the grade corresponding to the largest reference value among the reference values that do not exceed the number of persons of the keyword as the grade of the keyword. Ad target classification system for personalized advertising characterized. The method of claim 1, Advertisement object classification system for a customized advertisement further comprises an advertiser interface for processing advertisers to access through the communication network to check the keyword and the grade of the respective characteristic items. An advertisement object classification system for the customized advertisement according to claim 1; An advertisement rate setting unit for setting an advertisement rate for each grade for each grade managed by the grade information management unit of the advertisement target classification system; A keyword selecting unit that connects advertisers through a communication network to check a rating for each keyword, an advertisement fee set corresponding thereto, and select one or more keywords to specify an advertisement target; And The advertisement request system for a customized advertisement comprising an advertisement rate calculating unit for calculating the total advertisement rate to be paid by the advertiser by using a predetermined advertisement rate calculation method according to the keyword selection details in the keyword selection unit. The method of claim 7, wherein The keyword selecting unit is configured to allow the advertiser to specify each keyword using a combination of 'AND' method, 'OR' method, or a combination using both 'AND' method and 'OR' method. Ad referral system for advertising.

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