KR20110080961A - System and method for evaluating advertising system using online advertising game - Google Patents

Abstract

PURPOSE: An evaluation method and system of an advertisement system using an online advertisement game are provided to expose an advertisement in case a user voluntarily joins the game to reduce a negative advertising effect. CONSTITUTION: An advertisement system(120) provides web content(122) and advertisements(124). An online advertisement game(130) provides an online game to a plurality of clients(110) using the web content and the advertisement and draws a game result through gaming. An advertisement evaluation system(140) evaluates a corresponding advertisement system. A web interface(150) interfaces between components.

Description

System and Method for Evaluating Advertising System using Online Advertising Game}

BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention relates to online advertising, and more particularly, to a method and system for evaluating an advertising system using an online advertising game that can maximize the effectiveness of an advertisement and at the same time objectively and efficiently evaluate the performance of the advertising system.

With the development of the Internet, online advertising plays an important role as a vehicle that connects the buyers of goods or services to the market. Also, as online advertising is a major source of revenue for most web search engines and Internet news newspaper sites, the proportion of online advertising is growing.

Online advertising is divided into keyword advertising and contextual advertising according to its form.

Keyword advertising refers to a method of advertising a banner, video, search result page, etc. while paying an advertisement fee for a specific area of a web page or a keyword that an advertiser thinks is suitable for a company or a product online. Banner advertisements installed on the left / right side or the top / bottom of a large portal site are the most common methods. Such advertisements are more expensive as more popular sites and more competitive advertisers.

The contextual advertisement refers to an advertisement method of displaying an advertisement related to the page among the advertisements in the advertisement database on a given web page. Not only advertisers but also individual users can apply contextual advertising modules to their homepages, thereby increasing profits to individual users and advertising effects to advertisers.

However, the online advertisements may cause a negative feeling for the user because the online advertisements directly expose the advertisement to the web page regardless of the user's desires and thus deliver the advertisement unilaterally.

In recent years, attempts have been made to naturally expose users to advertisements through online games to supplement the problems of the online advertisements. There are methods of exposing advertisements to the extent that they do not greatly interfere with the game, and methods of including advertisements as part of the game. In the former case, an advertisement image is applied to a non-player character (NPC), an item, or a game interface so that it can be easily seen in most games. In the latter case, advertisements are displayed on the game, such as a puzzle game that cuts and blends the advertisement image itself to match the original image, a slot machine game that scores when a given advertisement is matched, and a treasure hunt game in which the advertisement itself is a treasure. Typical ways are the goals that must be achieved.

However, the advertising method using the conventional game is mainly the progress of the game and the target of the advertisement is limited to only a small proportion of the background or simple items within the game, so that the advertising effect is insufficient and the user can concentrate on the advertisement or recognize the advertisement. There is a limit to this.

On the other hand, as the importance of online advertising is increasing, many companies, research institutes, universities, etc. recognize it as a research field, and thus, many researches on advertising methods that provide users with appropriate advertisements and maximize advertisers' profits are possible. I'm investing. However, there is a limit that it is difficult to objectively evaluate the results of the research, which acts as a large barrier to entry for those who want to research in the relevant field.

In the case of large portal sites such as Google and Yahoo, we evaluate the effectiveness of our system by using advertisements received from advertisers, a large amount of web content, and a large number of users who click on the ads after viewing them. In general, the effect of the advertisement is evaluated through the click through rate (CTR), that is, the number of clicks to the impression of the advertisement. In other words, if the CTR is high, the newly developed system has a better advertising effect than the existing system. However, CTR-based evaluation methods are limited in evaluating how clever the advertising system is, i.e., how much of an advertisement is suitable for a given context. In order to assess the suitability of an advertising system using CTR-based measurement methods, it is possible only if the assumption is true that the user will click on more context-sensitive ads than ads that are not contextual, and in many cases this assumption is false. . This is because when a user clicks on an advertisement, the user's own interests, preferences, fashion, etc. are influenced by other factors than the suitability of the context of the advertisement.

Research institutes and universities do not have the resources (advertising, web pages, users) that companies have. In this case, you typically collect advertisements and web pages from a portal site, etc., and have a small number of evaluators manually build a set of correct data (a list of web pages and the appropriate ads for that page). The results of their systems are then compared and evaluated using the manually built answer data. However, since the criterion of fit may be subjective and individual, the correct data set produced by a few evaluators is not reliable. In addition, since the answer data sets are manually constructed, there is a problem in that money, effort, and time are expensive.

An object of the present invention for solving the above problems is to provide a method and system for evaluating an advertising system using an online advertising game that can maximize the advertising effect.

Another object of the present invention is to provide a method and system for evaluating an advertising system using an online advertising game that can reduce negative advertising effects and interest a user.

Another object of the present invention is to provide a method and system for evaluating an advertising system using an online advertising game, which can reduce advertising costs.

In order to achieve the above object, an evaluation system of an advertisement system using an online advertisement game according to an embodiment of the present invention includes: a plurality of clients accessing an online game; An advertisement system for evaluation and providing web content and advertisements; An online advertising game that provides an online game to the plurality of clients using web content and advertisements provided from the advertising system and derives a game result through game play; An advertisement evaluation system for evaluating a corresponding advertisement system based on a game result derived from the online advertisement game; And a web interface for performing interfacing between the components.

In order to achieve the above object, a method of evaluating an advertisement system using an online advertisement game according to an embodiment of the present invention may include: inputting web content and advertisements into an online advertisement game by the advertisement system; Playing, by the online advertising game, an online game involving at least a predetermined number of users based on the input web content and advertisement, and storing the game result in a game result database; An advertisement evaluation system searching for and returning game results progressed to the web content using the web content ID from the game result database; Performing normalization on the advertisement score list included in the returned game result by the advertisement evaluation system; The advertisement evaluation system generalizing a normalized game result to calculate a fitness; Evaluating, by the advertisement rating system, the performance of the advertisement system based on the calculated goodness of fit; And feedbacking the performance evaluation result to the system and the user.

According to the present invention, since the advertisement is exposed to the user who voluntarily participates in the game without unilaterally exposing the advertisement to the user viewing the web content, the rejection felt in the conventional unilateral online advertisement is reduced and the negative advertisement effect is achieved. There is an effect to reduce. In addition, it is possible to maximize the advertising effect by allowing users to competitively select advertisements that match the given web content and focus on the given web content and advertisement to win the game. In addition, it is possible to reduce the cost of the conventional advertising system evaluation by allowing users to voluntarily participate in the evaluation without compulsion through online advertising games.

In addition, the present invention has the effect of enabling the objective evaluation by borrowing the power of people in an intelligent way by utilizing the results of the game participation in the evaluation of the advertising system behind the game in the field of online advertising, where the conventional objective evaluation was difficult. Moreover, anyone who wants to work in the field can evaluate their advertising system.

1 is a block diagram showing the configuration of an evaluation system of an advertising system using an online advertising game according to an embodiment of the present invention.
2 is a flowchart illustrating a procedure of an evaluation method of an advertisement system using an online advertisement game according to an embodiment of the present invention.
3 is a flowchart illustrating a game progress process of an online advertising game according to an embodiment of the present invention.
Figure 4 shows a game progress screen of the advertising trade game according to an embodiment of the present invention.

Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings. It should be noted that the same elements in the figures are represented by the same numerals wherever possible. In addition, detailed descriptions of well-known functions and configurations that may unnecessarily obscure the subject matter of the present invention will be omitted.

1 is a block diagram showing the configuration of an evaluation system of an advertising system using an online advertising game according to an embodiment of the present invention.

As shown in Figure 1, the evaluation system of the advertising system using the online advertising game according to an embodiment of the present invention, a plurality of users (user terminal or client) 110 participating in the online game, the advertisement to be evaluated The system 120, an online advertising game 130 using web content and advertisements, an advertisement evaluation system 140 that evaluates the advertisement based on the results of the game, and a web interface 150 that performs interfacing between the components. ).

Each of the plurality of users 110 has a user profile 112, and the user profile 112 is updated to reflect the result of the game whenever the user participates in the game.

The advertisement system 120 is an object to be evaluated in the present invention, and is composed of a web content 122 and an advertisement 124 added to the web content 122. The advertisement system 120 is narrowly collected in a large portal site, an internet news site, and a research institute, and the content 122 and the advertisement 124 calculated by the advertisement system 120 are directly collected and tested for research purposes. It can be itself. The content 122, in its broadest sense, includes all types of resources to which the advertisement 124 may be added, such as news articles, blog posts, text documents, videos, and the like.

The online advertisement game 130 is a game in which users select an advertisement that matches with the web content, and receives an input data receiving module 131 that receives the web content 122 and the advertisement 124 from the advertisement system 120. A game creation module 133 for making input data into a game template, a user connection module 135 for connecting users who want to participate in a game, and an advertisement score calculation module 137 for calculating and ranking a score of each advertisement. And a game result database 139 which stores the game result after the game ends.

The advertisement evaluation system 140 receives the result of the online advertisement game 130 and the result calculated by the advertisement system 120 as an input, compares the two results, and substantially evaluates the advertisement system 120. The advertisement evaluation system 140 includes a normalization module 142 for normalizing a plurality of game results, a performance evaluation module 144 for evaluating the performance of the advertisement system 120 based on normalized game results, and a user who participated in a game. And a feedback module 146 for feeding back the evaluation result to the advertisement system which requested the evaluation.

Hereinafter, an operation process of the evaluation system of the advertisement system using the online advertisement game configured as described above will be described in detail with reference to FIG. 2.

2 is a flowchart illustrating a procedure of an evaluation method of an advertisement system using an online advertisement game according to an embodiment of the present invention.

Referring to FIG. 2, in operation S210, the advertisement system 120 transmits the web content 122 and the advertisement 124 to the online advertisement game 130 through the web interface 150. For example, large portal sites send advertisements generated from their web content and advertising system to evaluate their advertising system.

Accordingly, in step S220, the online advertising game 130 receives the web content 122 and the advertisement 124 as input data, and in step S230, the received web content 122 and the advertisement 124 for the received web content 122 and the advertisement 124. Progress the game and save the game results.

The game progress process S230 of the online advertising game 130 will be described in detail with reference to FIG. 3. 3 is a flowchart illustrating a game progress process S220 of the online advertising game 130. Referring to this, the online advertising game 130 may include the received web content 122 and the advertisement 124 in step S300. After performing the preprocessing (for example, parsing) on, the preprocessed web content 122 and the advertisement 124 are applied to the game template in step S310.

When the game is created, the online advertising game 130 waits for the user's participation until the reference number is greater than the reference number by generating the user waiting pool in steps S320 to S330, and when the number is higher than the reference number, initializes the game setting at step S340. After that, the game starts at step S350. The reference number is the number of users enough to start a game, and may be preset by the user connection module 137 or the corresponding administrator.

When the game ends in step S360, the online advertising game 130 calculates an advertisement score by reflecting the game result in step S370, and pays points to users based on the calculated advertising score in step S380. In step S390, the online advertisement game 130 stores game results in the game result database 139 for performance evaluation of the advertisement system 120 in the future.

As an embodiment of the present invention, the online advertising game 130 will be described in detail based on the "ad trade game". An ad trade game is a game in which two or more users view the web content 122 and competitively select an advertisement corresponding thereto. When the game starts, users see an advertisement list of the web content 122 and the advertisement 123 calculated by the advertisement system 120. The game screen displays instructions for collecting advertisements that match the content 122. Prior to the full-fledged game, each user will take turns selecting an advertisement that matches the web content 122 from the advertisement list. The list may include advertisements that do not match the web content. Even if there are only ads that don't fit on the list, you'll have to choose them when it's your turn. The selected advertisement becomes the playing card of the user. If all advertisements in the advertisement list are selected and there are no more advertisements left in the list, the game starts. The game is given a turn in turn, and the user can turn his or her hand when the turn comes, that is, one of the advertisements of his choice, with the opponent's advertisement. In order to win the game, the user replaces an advertisement that does not match the content in his or her hand with an advertisement that matches the content in the opponent's hand. If the user doesn't want to change the ad, he can turn the turn. You can place an arbitrary number of trades on each ad to prevent users from focusing only on specific ads. Advertisements with a lot of trades that meet the trade limits will no longer be traded. The total number of turns in the game can be specified as the sum of the trade limits of all ads. When the game is over, the user will receive the result of the sum of the scores of the advertisements he has in the end, and may receive additional bonus points according to the ranking. The score of the advertisement may be a value obtained by multiplying a predetermined multiple (for example, 1000) by Equation 1 below.

Equation (1) is a user that a formula for calculating an ad score (Adscore) for a line α, trying to users of an ad α in the order (order _α) picked ads α in the ad list, game in the first initialization phase Number U _α , the number of times that α was traded with another ad in the game (abandon _α ), on the contrary, the number of times the other ad was discarded to bring _α (trade _α ), and α was _{consumed in the} order _{, α} ) can no longer be traded. In Equation 1, A is a set of all advertisements 122, A is a set of advertisements that _meet the trade limit, U is a set of all users, U _α is a set of users who took α during the game, and constraint _α is an advertisement. It means the trade limit number of α.

According to Equation 1, the first advertisement selected in the advertisement list of the initial initialization stage, the more users attempting to have the corresponding advertisement in the game, the less abandoned advertisements, the more traded advertisements, and the number of trade restrictions first. Filled advertisements are determined to be more appropriate to the given content and are therefore weighted higher.

4 shows an example of a game progress screen of the advertisement trade game. Referring to FIG. 4, the game progress screen includes a hand 440, a hand 430 of the opponent, a current turn 420, and a status board 410 indicating scores and rankings of users.

The online advertising game 130 of the present invention is not limited to the advertising trade game, but is intended to be applicable to any type of game in which the user looks at the content and selects an advertisement that matches with it. For example, it may be a shooting game in which a user wins by hitting a mouse point and hitting an advertisement that matches the web content.

When the game is finished, the game result may be stored in the game result database 139 as a table form, as shown in Table 1 below. The second row of Table 1 shows the data types. In the table, a unique ID of each game, a list of advertisements sorted in order of advertisements having a high score, a list of advertisement scores obtained by each advertisement in the advertisement list, and a list of IDs of users who participated in the game. Putting a unique ID on web content is to collect a number of game results for the content in the future and use it as an objective and universal evaluation material.

Game id Web content ID Ad list Score list Engagement User ID String String List <String> List <Double> List <String>

Referring back to FIG. 2, in step S240, the advertisement evaluation system 140 uses the web content ID to evaluate the suitability of the advertisement 124 calculated by the advertisement system 120 to the web content. The game results advanced to the content 122 are retrieved from the game result database 139 and returned. Each game result has an advertisement score list as shown in Table 1 calculated by Equation (1). However, there is a problem in that each game result cannot be considered equally because the range of score values varies according to various factors such as the number of users participating in each game. In order to solve this problem, the advertisement evaluation system 140 normalizes the advertisement score list to a value between 0.0 and 1.0 using min-max normalization in step S250. The min-max normalization is given by Equation 2 below.

In Equation 2, Adscore _normalized represents a normalized advertisement score, Adscore _current represents an advertisement score of an advertisement list, max _Adscore represents a maximum value among scores of an advertisement list, and min _Adscore represents a minimum value among scores of an advertisement list. Indicates.

The normalized, advertisement score list of each game result is generalized in step S260. Generalization refers to the process of obtaining the relevance that people generally feel for each advertisement in the advertisement list of the advertisement 124 calculated by the advertisement system 120 for the given web content 122. The goodness of fit is calculated using Equation 3 below.

In Equation 3, Adscore _general (α _{content_id} ) represents a set of games played for web content having a unique ID of content_id. As the number of games using the web content increases and the number of users participating in the game increases, the fitness of the advertisement calculated by Equation 3 above is more objective.

When the generalization process is completed, it is possible to evaluate the performance of the advertisement system 120. In step S270, the advertisement evaluation system 140 performs the performance evaluation of the advertisement system 120. This is possible when there is a ranking or order of advertisements calculated by the advertisement system (), and it is possible by calculating the similarity between the ranks of the advertisement lists sorted in ascending order based on the objective advertisement scores generalized by the game results of the plurality of users. . Spearman's rank correlation coefficient is calculated to find the similarity between rank variables. This means that the stronger the positive correlation between the ranking of the list of advertisements produced by the advertising system and the list of correct answers generated by multiple users, the better the performance of the advertisement system is. The stronger the correlation, the poorer the ad system means. Equation 4 shows an equation for evaluating the performance of the system using the Spearman's rank coefficient in the embodiment. The performance of the system ranges from 0.0 to 100.0.

In Equation 4, L _sys denotes the ranking of each advertisement in the advertisement list calculated by the advertisement system, L _correct denotes the rank of each advertisement in the _correct answer advertisement list, and sys _i denotes the advertisement list in the advertisement list calculated by the advertisement system. The ranking of the advertisement i, correct _i is the ranking in the list of the correct answer of the advertisement i, n is the number of the advertising list, respectively.

When the performance evaluation is completed, the advertisement evaluation system 140 feeds back the performance evaluation result to the advertisement system 120 in step S280. In the feedback, the results of the evaluation, the list of correct advertisements, and the score list are transmitted in a table.

The feedback is sent to the user who participated in the game as well as the advertising system 120. Table 2 shows the items of user profile 112. Among the items, the advertisement sense calculates the similarity between the ranking of the advertisement selected by the user in the game and the ranking in the correct answer list of the corresponding advertisement by using Equation 4, and calculates the similarity value obtained in each game by Equation 2 and Equation 3 The final advertising sense is calculated through normalization and generalization. This is a measure of how much the user value chooses advertisements, similar to the answer to the general public.

User ID String Total game count Integer Cumulative score Double level String Ad sense Double Engagement Game ID List <String>

In the above, specific preferred embodiments of the present invention have been illustrated and described. However, the present invention is not limited to the above-described embodiment, and various modifications can be made by those skilled in the art without departing from the gist of the present invention attached to the claims. will be.

110: user 112: user profile
120: advertising system 122: web content
124: Ad 130: Online Advertising Game
131: input data receiving module 133: game production module
135: user connection module 137: ad score calculation module
139: Game Results Database 140: Ad Rating System
142: normalization module 144: performance evaluation module
146: feedback module 410: situation board
420: Current turn 430: Opponent hand
440: User's hand

Claims (10)

A plurality of clients connecting to the online game;
An advertisement system for evaluation and providing web content and advertisements;
An online advertising game that provides an online game to the plurality of clients using web content and advertisements provided from the advertising system and derives a game result through game play;
An advertisement evaluation system for evaluating a corresponding advertisement system based on a game result derived from the online advertisement game; And
And a web interface for performing interfacing between the components. The method of claim 1, wherein the plurality of clients
Each user profile has a user profile, wherein the user profile is updated by reflecting the results of the game each time the user participates in the game evaluation system of the advertising system using an online advertising game. The method of claim 1, wherein the advertising system
A system for evaluating an advertising system using an online advertising game, comprising: web content and advertisements added to the content. The method of claim 1, wherein the online advertising game
An input data receiving module for receiving web content and an advertisement from the advertisement system;
A game production module for making input data into a game template;
A user connection module that connects users who want to participate in the game;
An advertisement score calculation module that calculates and ranks each advertisement score; And
And a game result database for storing the game result after the game is finished. The system of claim 1, wherein the advertisement rating system is
A normalization module for normalizing a plurality of game results;
A performance evaluation module for evaluating the performance of the advertisement system based on a normalized game result; And
It includes a feedback module for feeding back the evaluation results to the users who participated in the game and the advertising system that requested the evaluation.
The evaluation system of the advertising system using the online advertising game, characterized in that to evaluate the advertising system by comparing the two results by receiving the game result of the online advertising game and the result calculated by the advertising system. An advertisement input step in which the advertisement system inputs web content and advertisements into an online advertisement game;
A game progress step in which an online advertising game plays an online game involving at least a predetermined number of users based on the input web content and an advertisement, and stores the game result in a game result database;
A search return step of the advertisement evaluation system searching and returning the game results progressed to the web content using the web content ID in the game result database;
A normalization step of the advertisement evaluation system performing normalization on the advertisement score list included in the returned game result;
A generalization step of the advertisement evaluation system calculating generality by applying generalization to normalized game results;
A performance evaluation step of evaluating the performance of the advertisement system by evaluating the suitability of the advertisement calculated by the advertisement system to the corresponding web content based on the calculated fitness;
And a feedback step of feeding back the performance evaluation result to the system and the user. The method of claim 6, wherein the game progress step
The online advertising game performing preprocessing on the received web content and advertisement;
Applying the preprocessed web content and advertisement to a game template;
If the game is created, creating a user waiting pool and waiting until at least the user of the predetermined reference number participates, and if the user of the predetermined reference number participates, initializing the game setting and starting the game;
When the game is finished, calculating the advertising score reflecting the game result, and paying points to the users based on the calculated advertising score; And
And storing the game result in a game result database for evaluating the performance of the advertisement system in the future. 7. The method of claim 6 wherein the normalization step is
A method for evaluating an advertising system using an online advertising game, characterized in that performed by applying the min-max normalization of the following equation.

In the above equation, Adscore _normalized represents a normalized advertisement score, Adscore _current represents an advertisement score of an advertisement list, max _Adscore represents a maximum value among scores of the advertisement list, and min _Adscore represents a minimum value among scores of the advertisement list. The method of claim 6, wherein the generalizing step
Evaluation method of the advertising system using the online advertising game, characterized in that the process of obtaining a relevance calculated using the following equation.

In the above equation, Adscore _general (α _{content_id} ) represents a set of games played for web content having a unique ID of content_id. The method of claim 6, wherein the performance evaluation step
And calculating similarity between the ranks of the advertisement lists sorted in ascending order using the Spearman's rank correlation coefficient of the following equation based on the generalized objective advertisement scores.

In the above equation, L _sys denotes the ranking of each advertisement in the advertisement list calculated by the advertisement system, L _correct denotes the rank of each advertisement in the _correct answer advertisement list, and sys _i denotes the advertisement i in the advertisement list calculated by the advertisement system. Where _i denotes the rank in the list of correct answers for Ad i, and n denotes the number of Ad Lists, respectively.

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