KR20120103333A - Click-to-call service system based on online targeted advertising method - Google Patents

Abstract

PURPOSE: A click-to-call service providing system using a customized online advertisement is provided to improve the applicability of a click-to-call service by supplying the click-to-call service as an online advertisement type using a targeting technique. CONSTITUTION: An advertisement mediation server(200) obtains information about an interested category corresponding to a web-surfing history of a user based on cookie information of the user. An advertisement server(300) receives the information about the interested category of the user from the advertisement mediation server. The advertisement server transmits a click-to-call advertisement matched with the information about the interested category to expose the advertisement. [Reference numerals] (10) Network; (100) User terminal; (200) Advertisement mediation server; (300) Advertisement server; (400) CTC server; (500) Software distribution system; (600) Affiliated web site/ ISP server

Description

CLICK-TO-CALL SERVICE SYSTEM BASED ON ONLINE TARGETED ADVERTISING METHOD}

The present invention relates to an online advertising technology, and more particularly to a system for providing a click-to-call service in the form of online advertising using a targeting technique on all wired and wireless communication including the Internet.

The click-to-call service provides users with the ability to make two-way calls by simply clicking on a wired or wireless web service. However, in general, the click-to-call service merely performs a function of easily inducing a call on the web.

However, since the call rate occurring on the web by using the click-to-call function is selected and used only when the user needs, there is a limit that the actual utilization rate is very low. Therefore, there is a need for a method or technology that can increase the success rate or utilization rate of click-to-call on the web.

The present invention provides a method and system for providing a click-to-call service in the form of an online advertisement using a targeting technique on all wired and wireless communication including the Internet.

In addition, the present invention provides a method and system that can increase the utilization rate of the click-to-call in providing a click-to-call service.

In another aspect, the present invention provides a method and system that can be used to present high-information information from the user's point of view, and to increase the value of the online advertising product by satisfying the needs of the customer from the advertiser's point of view.

According to an aspect of the present invention, a system for providing a click-to-call service using online personalized advertisements,

An advertisement mediation server obtaining information on a user's interest category corresponding to the user's web surfing history based on the user's cookie information;

An advertisement server receiving interest category information of the user from the advertisement mediation server and transmitting a click-to-call advertisement corresponding to the received interest category information through a web page to which the user is currently connected; And

A click-to-call (CTC) server for relaying a click-to-call connection when the user's call connection request is made through the click-to-call advertisement (here, the click-to-call advertisement includes all advertisements such as text, images, and video). can do.

In one embodiment, the advertisement mediation server,

Receiving unit for receiving the cookie information of the user;

An interest category classification unit for extracting information on a web surfing history of the user based on the received cookie information, and obtaining interest category information of the user classified according to a predetermined classification criterion based on the extracted history information; The web surfing history information may include at least one of URL information of the web site, keyword information input by the user, and visited site information visited by the user;

An interest category DB for storing the classified interest category information for each user; And

It may include a transmitter for transmitting the acquired interest category information of the user to the advertising server.

Here, the advertisement mediation server receives the cookie information of the user from a client module installed in the user terminal,

The client module may extract cookie information stored in the user terminal and periodically transmit the cookie information to the advertisement mediation server.

Here, the advertisement mediation server receives the cookie information of the user from a client module installed in the user terminal,

As the client module executes predetermined application software installed in the user terminal, the client module may extract cookie information stored in the user terminal and transmit the cookie information to the advertisement mediation server.

Here, the advertisement mediation server receives the cookie information of the user from a server of a web site or an Internet service provider (ISP) affiliated with the advertisement mediation server,

The ad server may allow the click-to-call advertisement to be exposed when the user visits the affiliated web site or the web site provided by the ISP.

In one embodiment, the ad server,

A web page information obtaining unit which obtains web page information currently accessed by the user;

An extraction unit for extracting interest category information corresponding to the acquired web page information from the received interest category information of the user;

An advertisement selecting unit which selects the click-to-call advertisement based on the extracted interest category information; And

It may include an advertisement sending unit for transmitting the selected click-to-call advertisement through the web page currently accessed by the user.

According to an embodiment of the present invention, by providing a click-to-call service in the form of an online advertisement using a targeting technique on all wired and wireless communication including the Internet, there is an effect of increasing the utilization rate of the click-to-call service.

In addition, according to an embodiment of the present invention, by using an online personalized advertising technique, the user can present information with high utility, and the advertiser can satisfy the needs of the customers to increase the value of the online advertising product.

In addition, according to an embodiment of the present invention, in exposing the click-to-call function to the web, based on the web surfing information (URL, keyword, visited site) by using the cookie of the user PC, according to the field of interest By providing a click-to-call function, it is possible to induce a higher call rate than the conventional method.

1 is a view schematically showing a system for providing a click-to-call service using online personalized advertisements.
2 is a view for explaining the overall service flow of the click-to-call service providing system according to an embodiment of the present invention.
3 is a block diagram of an advertisement mediation server according to an embodiment of the present invention.
4 is a block diagram of an ad server according to an embodiment of the present invention.
FIG. 5 is a diagram illustrating a web page screen to which a method of providing a click-to-call service using an online personalized advertisement is applied.

The present invention may be variously modified and have various embodiments, and specific embodiments will be illustrated in the drawings and described in detail with reference to the accompanying drawings. It should be understood, however, that the invention is not intended to be limited to the particular embodiments, but includes all modifications, equivalents, and alternatives falling within the spirit and scope of the invention.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS Hereinafter, the present invention will be described in detail with reference to the accompanying drawings. In addition, numerals (e.g., first, second, etc.) used in the description of the present invention are merely an identifier for distinguishing one component from another.

Also, in this specification, when an element is referred to as being "connected" or "connected" with another element, the element may be directly connected or directly connected to the other element, It should be understood that, unless an opposite description is present, it may be connected or connected via another element in the middle.

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

1 is a diagram schematically illustrating a system for providing a click-to-call service using an online personalized advertisement, and FIG. 2 is a view for explaining the overall service flow of the system for providing a click-to-call service according to an embodiment of the present invention.

Hereinafter, a detailed description will be given of a system for providing a click-to-call service using an online personalized advertisement according to an embodiment of the present invention, with reference to FIGS. 3 to 5 to help understand the description. 3 is a block diagram of an advertisement mediation server according to an embodiment of the present invention, FIG. 4 is a block diagram of an advertisement server according to an embodiment of the present invention, and FIG. 5 provides a click-to-call service using online customized advertisements. A diagram illustrating a web page screen to which the method is applied.

[Description of Fig. 1]

Referring to FIG. 1, a system for providing a click-to-call service using an online personalized advertisement according to an embodiment of the present invention includes a user terminal 100, an advertisement mediation server 200, an advertisement server 300, and a CTC (Click to Call). Server 400, software distribution system 500, affiliated web site, and / or server 600 of any Internet service provider (ISP). In this case, the components may be connected to each other through the wired / wireless communication network (10).

However, the click-to-call service providing system of the present invention may include all of the above components, and may include more components in addition to the above, but among the above components, the mediation server 200, the ad server 300, and The CTC server 400 corresponds to a core component, and other components may be omitted in part or in whole depending on a system implementation. This will be apparent to those skilled in the art from the following description.

In addition, although FIG. 1 shows that the advertisement mediation server 200 and the advertisement server 300 are clearly independent (i.e., implemented separately) entities, the advertisement mediation server in configuring the click-to-call service provision system of the present invention. First, it will be clear that the role (function) and the role (function) of the advertisement server may be implemented by one integrated server (for example, an advertisement providing system).

According to the above components, it is possible to induce a higher call rate (ie, advertising success rate) compared to the conventional click-to-call method or the existing online banner advertisement method. According to an embodiment of the present invention, in exposing the click-to-call function on the web, the web surfing history information of the user (eg, URL information, user input keyword information, This is because it is possible to provide a click-to-call function corresponding to an area of interest (that is, an interest category) in accordance with a field of interest by acquiring user visited site information) and analyzing the information. This will be described in detail with reference to FIG. 2.

[Description of the service flowchart of FIG. 2]

The system for providing a click-to-call service using an online personalized advertisement according to an embodiment of the present invention may operate according to a flowchart as shown in FIG. 2.

Description of Step S11

First, when a user surfs the web using his terminal 100, the history of web surfing is stored in the user terminal 100 in the form of a cookie file. Here, the user terminal 100 may be a fixed terminal such as a PC, an IPTV, or the like, or may be a mobile terminal such as a smartphone.

As is known, a cookie is a small amount of files (less than 4KB) that contain intermediary information for connecting a web site and a user terminal. That is, when an Internet user accesses a web page, the web page passes information about the page to the user's web browser. The cookie information is stored in the user terminal and later informs the web server of the user when the user accesses the same web page. Accordingly, according to the cookie information, the visit history of the web sites visited (accessed) (see reference numerals 21 to 24 of FIG. 2) can be known. In addition, according to the cookie information, the search keyword information input by the user and the URL information of the web page input or selected by the user may be checked.

Description of Step S12

The advertisement mediation server 200 uses cookie information containing the user's web surfing history information (ie, the above-described user input keyword, the URL of the web page, the visited website information, etc.) as a method for confirming the user's interest / symbol. . To this end, the advertisement mediation server 200 may obtain the cookie information of the user using the following methods.

For example, the advertisement mediation server 200 may obtain the cookie information of the user by receiving the cookie information of the user from the client module installed in the user terminal 100 (see the receiving unit 210 of FIG. 3).

Here, the client module may be a software program installed in the user terminal 100 to perform the function of transmitting the cookie information stored in the user terminal 100 to the advertisement mediation server 200. A software program (ie, a client module) for performing such a function may be distributed to the user terminal 100 through the software distribution system 500 shown in FIG. 1, or when the user terminal is connected to a specific affiliated web site. It may be automatically installed in the (100).

Accordingly, the client module may extract cookie information stored in the user terminal 100 and periodically transmit the extracted cookie information to the advertisement mediation server 200. Alternatively, the cookie information may be transmitted to the advertisement mediation server 200 in synchronization with a specific application program installed in the user terminal 100. That is, in synchronization with when the user executes a specific application program (for example, an application that performs a web browser function) installed in his terminal, the cookie information stored in the user terminal 100 is extracted and the advertisement mediation server ( 200 may be used.

In addition, although FIG. 2 illustrates that the advertisement mediation server 200 receives the user's cookie information directly from the user terminal 100, the cookie information or the web surfing history information (keyword, URL, visited site) of the user is alternatively provided. Information, etc.) may be obtained. For example, since the cookie information is stored in the user terminal 100 and then delivered to the corresponding web site when the user accesses the web site, the advertisement mediation server 200 may provide the user with the affiliated web site or the ISP server 600. It is also possible to obtain cookie information.

When the cookie information of the user is obtained by the above-described methods, the advertisement mediation server 200 extracts information about the user's web surfing history from the cookie information, and based on the extracted web surfing history information, the user's interests. Obtain category information. Here, the interest category information is classified by interest category of the user based on a predetermined classification criteria and items based on the extracted web surfing history information (ie, keyword, URL, and visited site information), and the advertisement mediation server 200. By the interest category classifier 220 within.

Here, the category classification may include various categories such as, for example, shopping, loans, movies, eating out, etc., and may further include detailed subcategory categories for each major category. For example, subcategories related to "loans" may include categories such as "charter loans", "student loans", "entrepreneurship loans", and the like. Therefore, according to the present invention, if the user has a history of surfing the web for the interest with the recent interest in "rental loan", when the keyword "loan counseling" is entered later, "rental loan" Companies and advertisements related to may be preferentially exposed as search result screens and / or click-to-call advertisements. The category classification may be previously designated by the interest category classification unit 200.

In this case, the interest category information may include the following information.

For example, statistical information indicating a frequency of visiting the web site of the user may be included for each predetermined category. Alternatively, the category-specific frequency web site information having the highest number of visits during a specific cumulative period (for example, the last two weeks) for each predetermined category may be included.

As another example, statistical information about the frequency of the web site or the frequency of visits for each day, or the frequency information about the frequency of the web site or the frequency of visits, may be included for each predetermined category.

As another example, the most frequent web site information for each search word may be included for each predetermined category.

According to the above information, it is possible to quantitatively analyze (statistical) the user's interest and interest priority for each category classification, and accordingly, the user's interest items are classified by category, specific period, day of the week, time zone, and search terms. Based on detailed criteria such as stars, it can be inferred later.

The interest category information obtained as described above is classified and stored for each user in the interest category DB 230, and is updated again by the interest category classification unit 220 whenever the cookie information of the user is updated.

Description of Step S13

The acquired interest category information of the user is transmitted to the advertisement server 300 by the transmitter 240 of the advertisement mediation server 200. The advertisement server 300 may classify and store the interest category information thus received for each user.

Accordingly, the advertisement server 300 may provide a click-to-call advertisement service targeted to a specific individual according to the embodiment of the present invention based on the received interest category information. This will be described through steps S14 and S15.

Description of Step S14 and Step S15

According to the present invention, in order to provide a click-to-call advertisement service targeted for each user, the ad server 300 currently accesses a click-to-call advertisement corresponding to interest category information for each user received from the advertisement mediation server 200. A web page (refer to reference numeral 22 in FIG. 2 and step S14) plays a role of sending (see step S15) through the advertisement page (see reference numeral 23 in FIG. 4).

The above steps will be described in detail as follows.

First, a user connects to a specific web site 22 (step S14). At this time, it is assumed that the web site 22 is an affiliated site for providing the click-to-call service according to the present invention.

Accordingly, the advertisement server 300 may receive user information accessing the web site from the affiliated web site 22. As a result, the ad server 300 provides the click-to-call advertisement targeted to the user.

In this case, which click-to-call advertisement is to be transmitted may be determined by the following method.

First, it is assumed that the first time accessing a web site such as a portal site. In this case, since the user has not made any special operation (search word input, reading of a specific article, etc.) in the portal site, the advertisement server 300 may send a specific click-to-call advertisement according to a predetermined criterion. For example, based on the interest category information of the user, it may be predetermined to transmit a click-to-call advertisement corresponding to the most frequent search word that has been searched most recently.

Thereafter, when the user performs a special operation (eg, inputting a search word) through the portal site, the advertisement server 300 may transmit a click-to-call advertisement corresponding to information corresponding to the operation history.

To this end, the advertisement server 300 may be configured as shown in FIG.

Referring to FIG. 4, the advertisement server 300 includes a web page information acquisition unit 310, an extraction unit 320, an advertisement selection unit 330, and an advertisement transmission unit 340.

The web page information acquisition unit 310 obtains web page information currently accessed by the user. For example, the web page information acquisition unit 310, when the user inputs a search term "loan consultation" or clicks a selection item related thereto, by receiving the information of the web page to be output according to the corresponding web site by Web page information can be obtained.

Thereafter, the extractor 320 extracts the interest category information corresponding to the above web page information (ie, the information of the web page currently accessed by the user) from the interest category information of the user received from the advertisement mediation server 200. do. As in the previous example, if the user wants to view a web page related to "loan counseling", the extraction unit 320 may be of interest category corresponding to the category classification (eg, loan or finance) that matches the "loan counseling". Will extract the information.

Accordingly, the advertisement selecting unit 330 selects a click-to-call advertisement matching the interest category information extracted by the extracting unit 320. In the preceding example, for example, a click-to-call advertisement for the most frequently visited loan site and a click-to-call advertisement for the most recently visited loan site may be selected within the category of "loan". As another example, a click-to-call advertisement for an affiliated site that is pre-specified in connection with the loan consultation, a click-to-call advertisement for a loan site having the best rating of the customer in connection with the loan consultation may be selected. This may be variously modified depending on the system implementation.

The selected click-to-call advertisement is sent to the advertisement page of the web page which the user is currently connected to by the advertisement sending unit 340. The click-to-call advertisement thus sent may be updated in real time based on a user's web page manipulation history or content information of the web page.

Description of Step S16

When the user selects [call request button] by inputting his / her phone number through a click-to-call advertisement exposed through the advertisement surface area of the web page, the CTC server 400 clicks between the user and the advertiser of the corresponding advertisement. It relays two-call connection (call connection). Since the role of the CTC server 400 is not different from the role of the existing CTC server, a detailed description thereof will be omitted herein.

In the above, the case where the click-to-call advertisement is exposed to the user through a specific advertisement area of the web page (for example, referring to a predetermined advertisement page sending area as shown by reference numeral 23 of FIG. 5) has been described. That is, in one embodiment, the click-to-call advertisement may be exposed to a specific advertisement region by inserting a click-to-call link (for example, reference numeral 22-1 of FIG. 2) into an existing banner advertisement.

However, the click-to-call advertisement referred to herein is not limited thereto, but may be inserted into a web page in various forms and exposed to a user. Hereinafter, other forms of the click-to-call advertisement will be described with reference to the drawings illustrated in FIGS. 6 to 9.

That is, the click-to-call advertisement may be inserted in a specific advertisement area or page and exposed to the user, but may be exposed to the user in conjunction with a search result screen (web page page) according to a specific search keyword input by the user. In this case, as will be described later, the corresponding click-to-call advertisement will be exposed to the user in the form as embedded in the corresponding search result screen (see FIGS. 6, 8, and 9).

First, referring to FIG. 6, an example in which the click-to-call advertisement 31 is exposed to a user in a form similar to a kind of keyword advertisement on a search result screen associated with a specific keyword (“loan consultation” in this example) is shown. Accordingly, the user enters his / her phone number in the phone number input item of the click-to-call advertisement 31 exposed through the search result screen, and then selects a free call button of the corresponding company that he wants to call (click or Touch) to connect to the company.

Next, referring to FIG. 7, when a text related to a specific company (for example, reference numeral 32 of FIG. 7) displayed on the search result screen according to the input of a “loan consultation” keyword is selected, a click-to-call advertisement ( 33) is shown to the user in the form of a pop-up window, the click-to-call connection with the company is shown. In this case, the click-to-call advertisement 33 exposed in the form of a popup may further include information about a product provided by the corresponding company, as shown in the drawing.

8, an example in which the click-to-call advertisement 34 is exposed to the user in the form of a brand advertisement on the search result screen is illustrated.

In addition, in FIG. 9, the click-to-call advertisement 35 is embedded in the search result screen in the form of search result text related to the loan-related keyword and exposed to the user. Such a method may be a method in which the user can recognize the click-to-call advertisement 35 as one of the search results rather than the advertisement, thereby improving the click-to-call success rate by reducing the negative perception of the user.

As described above, according to the present invention, unlike the web click-to-call service, it is possible to provide the user with a click-to-call function in the form of a customized advertisement by referring to the interest of the customer based on the web surfing information (URL, keyword, visited site information) of the user. It becomes possible.

The degree of interest classified above may be used to determine the result of the search result in addition to the search result even when the user accesses a specific site.

In addition, the interest-based click-to-call advertisement is opened in the form of ASP, it can be easily linked to the operation of the existing online advertising operators, etc., and exposed, thereby providing a click-to-call service according to the existing method It generates even more call success rates, which can be attributed to the expansion of the existing online advertising market by creating new CPCall (cost per call) advertising products based on call success through click-to-call custom banner ads. Can be.

In addition, the click-to-call banner advertisement based on the online customized advertisement technique can be extended and applied in a similar form to not only the Internet but also mobile (smartphone), IPTV, and the like.

Although the above has been described with reference to embodiments of the present invention, those skilled in the art may variously modify the present invention without departing from the spirit and scope of the present invention as set forth in the claims below. And can be changed easily.

100: user terminal
200: ad mediation server
300: ad server
400: CTC Server

Claims (8)

As a system for providing click-to-call service using online personalized ads,
An advertisement mediation server obtaining information on a user's interest category corresponding to the user's web surfing history based on the user's cookie information;
An advertisement server receiving interest category information of the user from the advertisement mediation server and transmitting the click-to-call advertisement such that the click-to-call advertisement matching the received interest category information is exposed through a web page to which the user is currently connected; And
CTC (Click to Call) server to relay the click-to-call connection when there is a call connection request of the user through the click-to-call advertisement exposed through the web page
Click-to-call service providing system utilizing online personalized advertising, including.
The method of claim 1,
The advertisement mediation server,
Receiving unit for receiving the cookie information of the user;
An interest category classification unit for extracting information on a web surfing history of the user based on the received cookie information, and obtaining interest category information of the user classified according to a predetermined classification criterion based on the extracted history information; The web surfing history information may include at least one of URL information of the web site, keyword information input by the user, and visited site information visited by the user;
An interest category DB for storing the classified interest category information for each user; And
A transmitter for transmitting the acquired interest category information of the user to the advertisement server
Click-to-call service providing system utilizing online personalized advertising, including.
The method of claim 2,
The interest category information is
Statistical information that indicates how often a user visits a website by predefined category,
The most frequent website information for each category having the most visits during a predetermined cumulative period for each of the predetermined categories,
Statistical information about the frequency of the most frequently visited website or the visit frequency for each of the predetermined categories,
Statistical information about the frequency of the most frequently visited website or the visit frequency for each of the predetermined categories; and
Frequency web site information by search word for each of the predetermined categories
Click-to-call service providing system utilizing an online personalized advertising, characterized in that it comprises at least one of.
The method of claim 1,
The advertisement mediation server receives the cookie information of the user from a client module installed in the user terminal,
The client module extracts the cookie information stored in the user terminal and transmits it to the advertisement mediation server periodically.
The method of claim 1,
The advertisement mediation server receives the cookie information of the user from a client module installed in the user terminal,
As the client module executes predetermined application software installed in the user terminal, the client module extracts the cookie information stored in the user terminal and transmits the cookie information to the advertisement mediation server. system.
The method of claim 1,
The advertisement mediation server receives cookie information of the user from a server of a web site or an Internet service provider (ISP) affiliated with the advertisement mediation server,
When the user visits the affiliated web site or the web site provided by the ISP, the ad server displays the click-to-call advertisement through a web page. Service delivery system.
The method of claim 1,
The ad server,
A web page information obtaining unit which obtains web page information currently accessed by the user;
An extraction unit for extracting interest category information corresponding to the acquired web page information from the received interest category information of the user;
An advertisement selecting unit which selects the click-to-call advertisement based on the extracted interest category information; And
An advertisement sending unit which transmits the selected click-to-call advertisement so that the selected click-to-call advertisement is exposed through a web page to which the user is currently connected
Click-to-call service providing system utilizing online personalized advertising, including.
The method of claim 7, wherein
The ad server,
Using the on-line personalized advertisement, the click-to-call advertisement about the most recently accessed website or the most frequently accessed website is transmitted from the interest category information corresponding to the web page information currently accessed by the user. Click-to-call service provision system.

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