KR20200066458A - Apparatus and method for determining advertisement cost - Google Patents

Abstract

According to one embodiment of the present invention, a device for determining advertisement costs comprises: an advertisement registration unit receiving a keyword from an advertiser and registering the advertisement in content for advertisement including the keyword; a reaction data collection unit collecting reaction data corresponding to the content for advertisement; and an advertisement unit price calculation unit classifying the reaction data into any one of positive, neutral, and negative data, setting weights for each piece of reaction data classified as positive, neutral, and negative data, and calculating an advertisement adjustment unit price according to the weights.

Description

Advertising cost determination device {APPARATUS AND METHOD FOR DETERMINING ADVERTISEMENT COST}

The present invention relates to a technology for determining an advertising cost, and more particularly, to a technology for determining an advertising cost according to a user's reaction.

In general, online advertisements are searched for banners, texts, and videos by inducing links to their homepages on web pages of websites that have a relatively large number of members or attracting a large number of users to induce visits to their homepages. Insert advertisement information in the form of advertisements.

Various methods have been applied to analyze the effectiveness of advertisements for online advertisements. Currently used online advertising effectiveness measurement methods include click-through rate (CTR) of online advertising, conversion rate for actions leading to actions desired by advertisers, such as user subscription, and return on investment (ROI) ; Revenue of Investment), ad impressions, clicks, etc.

The advertising cost payment method, which pays advertising costs to advertising media companies that have registered online advertising, is due to a method of measuring advertising effectiveness. Currently used advertising payment methods are as follows. Advertiser, such as how to apply cost per click (CPC), how to apply cost per impression (CPM; Cost per Impression), and click on an advertisement to sign up on the web page of the advertiser's web server A method of applying a unit price per action (CPA) when a desired action is performed, or a method of applying a unit price per product sale (CPS) when a product is sold is generally applied.

Existing online advertising effectiveness measurement methods cannot accurately measure the effectiveness of advertising to promote services and goods. In other words, it is difficult to measure the effect except by individually turning the questionnaire and confirming the subjective feeling or perception of the advertisement to the user who exposed the online advertisement. In addition, most of online advertisements such as CPC, CPM, and keyword advertisements are not easy to check the effect for reasons such as fraudulent clicks.

Prior art for the present invention is Patent Publication No. 10-2003-0043827.

The present invention provides an apparatus and method for calculating advertisement costs according to a user's reaction.

According to an aspect of the present invention, an apparatus for determining an advertisement cost is provided.

The advertisement cost determining device according to an embodiment of the present invention receives an keyword from an advertiser, an advertisement registration unit that registers an advertisement in advertisement target content including the keyword, and reaction data for collecting reaction data corresponding to the advertisement target content Collector, classifying the reaction data into any one of positive, neutral, and negative, adjusting the weight for each reaction data classified as positive, neutral, and negative, and adjusting the advertisement to calculate the advertisement adjustment unit price according to the weight The apparatus for determining advertisement costs including a unit price calculating unit may further include a billing unit that performs additional billing or mileage grant according to the advertisement adjustment unit price.

According to another aspect of the present invention, there is provided a method for determining an advertisement cost and a computer-readable recording medium storing a computer program executing the same.

A method for determining an advertisement cost according to an embodiment of the present invention and a computer-readable recording medium storing a computer program executing the same, receiving keywords from an advertiser and registering advertisements in advertisement target contents including the keywords, wherein Collecting reaction data corresponding to the advertisement target content, classifying the reaction data into any one of positive, neutral, and negative, setting weights for each of the positive, neutral, and negative reaction data, and setting the weight According to this, it may include the step of calculating an advertisement adjustment unit price.

The method for determining the advertisement cost may further include performing additional charging or mileage allocation according to the advertisement adjustment unit price.

As described above, according to an embodiment of the present invention, when a lot of positive reactions to a post appear, it is considered that the advertisement effect is high, and an appropriate advertisement cost can be determined.

1 is a block diagram illustrating an apparatus for determining advertisement costs according to an embodiment of the present invention.
Figure 2 is a flow chart illustrating a process of determining the advertisement cost by the advertisement cost determination device 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 so that those skilled in the art to which the present invention pertains may easily practice. However, the present invention can be implemented in many different forms and is not limited to the embodiments described herein. In addition, when a part includes a certain component, this means that other components may be further included rather than excluding other components unless otherwise specified.

1 is a block diagram illustrating an apparatus for determining advertisement cost according to an embodiment of the present invention.

Referring to FIG. 1, an apparatus for determining an advertisement cost according to an embodiment of the present invention includes an advertisement registration unit 110, a reaction data collection unit 120, an advertisement adjustment unit price calculation unit 130, and a charging unit 140. .

The advertisement registration unit 110 receives keywords for advertisements from advertisers. The advertisement registration unit 110 exposes advertisements to content including keywords. The advertisement registration unit 110 transmits the address of the advertisement-exposed content (hereinafter referred to as advertisement target content) to the reaction data collection unit 120.

The reaction data collection unit 120 collects reaction data for the advertisement target content by referring to the address received from the advertisement registration unit 110. Reaction data is data representing comments, emotion expressions, and the like for advertisement target content. The reaction data collection unit 120 may collect reaction data every predetermined period. The reaction data collection unit 120 transmits the reaction data and the number of advertisement target contents to the advertisement adjustment unit price calculation unit 130.

The advertisement adjustment unit price calculating unit 130 analyzes the reaction data to calculate the advertisement adjustment unit price, which is the final advertisement cost. For example, the advertisement adjustment unit price calculating unit 130 may calculate the advertisement basic unit price according to Equation 1 below according to the number of contents targeted for advertisement.

C is a predetermined constant (for example, 100), N is the number of contents to be advertised, and a is a weighting variable (0<a<10).

The advertisement adjustment unit price calculating unit 130 calculates the advertisement adjustment unit price when receiving reaction data. For example, the advertisement adjustment unit price calculating unit 130 may classify reaction data into any one of positive, neutral, and negative, and set respective weights for positive, neutral, and negative. The advertisement adjustment unit price calculating unit 130 may calculate the advertisement adjustment unit price by multiplying each weight by the number of reaction data and summing it with the advertisement basic unit price.

The specific interval (T: time interval) is 30 days, and the sum of the quantity of Reaction Emoticons (RE) posted on the post is 30 positive (REp), 20 neutral (REn) and 20 negative (REc). 10 times, the total number of positive comments (RCp) of the Reaction Comment (RC) attached to the post is 3 times, the neutral comment (RCn) is 2 times, the opposite comment (RCc) is 1 time, and the weight of the advertising adjustment unit price The variable b (b=pros or neutral or cons) can be set in three ways:

Positive late weight pros =　+1

Neutral late weight neutral =　+0.1

Negative late weight cons = -1

At this time, the advertisement adjustment unit price calculating unit 130 may calculate the advertisement adjustment unit price as shown in Equation 2 below.

At this time, in the above-described example, the weights of the reaction emoticon and the reaction comment are identically illustrated, but each weight may be set differently according to an implementation method of the present invention.

In addition, the advertisement adjustment unit price calculating unit 130 refers to a dictionary of appraisal-evaluation values including evaluation values for predefined words for reaction comments, as shown in Equation 3 below, and evaluation values and advertisements included in each comment You can calculate the ad-adjusted unit price by adding up the basic unit price. At this time, the comment content on the above post where the advertisement was exposed is "Daehan Electronics' new mobile phone is strong and really convenient", and "Strong" = 2 points, "Convenience" = in "Emotions-Evaluation Value Dictionary" In the case of three points, the advertisement adjustment unit price can be calculated as shown in Equation 3 below.

The charging unit 140 charges the amount corresponding to the difference when the ad adjustment unit price is higher than the amount paid by the advertiser. In addition, the billing unit 140 may set the amount corresponding to the difference as the point/mileage when the advertisement adjustment unit price is lower than the amount paid by the advertiser, and allow the advertisement cost to be paid later.

2 is a flowchart illustrating a process in which an advertisement cost determination device according to an embodiment of the present invention determines an advertisement cost. Each process described below is a process performed by each functional unit constituting the advertisement cost determination device, but for the sake of brevity and clarity of the present invention, the subject of each step is referred to as an advertisement cost determination device.

Referring to FIG. 2, in step S210, the advertisement cost determination device receives a keyword from an advertiser.

In step S220, the advertisement cost determination device exposes the advertisement to the content including the keyword.

In step S230, the advertisement cost determination device collects reaction data for the advertisement target content.

In step S240, the advertisement cost determination device calculates an advertisement adjustment unit price for the reaction data. The process of calculating the advertisement adjustment unit price was described above with reference to Equations 1 to 3.

In step S250, the advertisement cost determination device performs charging according to the advertisement adjustment unit price. For example, the advertisement cost determination device may charge an amount corresponding to the difference when the advertisement adjustment unit price is higher than the amount paid by the advertiser. The advertisement cost determining device may set an amount corresponding to the difference as a point/mileage when the advertisement adjustment unit price is lower than the amount paid by the advertiser, and allow the advertisement cost to be paid later.

The above-described embodiments of the present invention can be implemented through various means. Embodiments of the present invention may be implemented by hardware, firmware, software, or a combination thereof. For implementation by hardware, methods according to embodiments of the present invention include one or more Application Specific Integrated Circuits (ASICs), Digital Signal Processors (DSPs), Digital Signal Processing Devices (DSPDs), Programmable Logic Devices (PLDs), It can be implemented by field programmable gate arrays (FPGAs), processors, controllers, microcontrollers, microprocessors, and the like. In the case of implementation by firmware or software, the method according to embodiments of the present invention may be implemented in the form of a module, procedure, or function that performs the functions or operations described above. A computer program in which software code or the like is recorded may be stored in a computer-readable recording medium or memory unit and driven by a processor. The memory unit is located inside or outside the processor, and can exchange data with the processor by various known means. Also, combinations of each block of the block diagram and each step of the flowchart attached to the present invention may be performed by computer program instructions. Since these computer program instructions may be mounted on an encoding processor of a general purpose computer, special purpose computer, or other programmable data processing equipment, the instructions performed through the encoding processor of a computer or other programmable data processing equipment may be used in each block of the block diagram or In each step of the flowchart, means are created to perform the functions described. These computer program instructions can also be stored in computer readable or computer readable memory that can be oriented to a computer or other programmable data processing equipment to implement a function in a particular way, so that computer readable or computer readable memory The instructions stored in it are also possible to produce an article of manufacture containing instructions means for performing the functions described in each step of each block or flowchart of the block diagram. Computer program instructions can also be mounted on a computer or other programmable data processing equipment, so a series of operational steps are performed on a computer or other programmable data processing equipment to create a process that is executed by the computer to generate a computer or other programmable data. It is also possible for instructions to perform processing equipment to provide steps for performing the functions described in each block of the block diagram and in each step of the flowchart. In addition, each block or step may represent a module, segment, or part of code that includes one or more executable instructions for executing a specified logical function. It should also be noted that in some alternative embodiments, the functions mentioned in blocks or steps may occur out of order. For example, two blocks or steps shown in succession may in fact be executed substantially simultaneously, or it is also possible that the blocks or steps are sometimes performed in reverse order depending on the corresponding function.

As such, those skilled in the art to which the present invention pertains will appreciate that the present invention may be implemented in other specific forms without changing its technical spirit or essential features. Therefore, the embodiments described above should be understood as illustrative in all respects and not restrictive. The scope of the present invention is indicated by the following claims rather than the detailed description, and all changes or modifications derived from the meaning and scope of the claims and equivalent concepts should be interpreted to be included in the scope of the present invention. .

Claims (5)

An advertisement registration unit that receives a keyword from an advertiser and registers an advertisement in advertisement target content including the keyword;
A reaction data collection unit that collects reaction data corresponding to the advertisement target content;
An advertisement adjustment unit price calculating unit that classifies the reaction data into any one of positive, neutral, and negative, sets weights for each reaction data classified as positive, neutral, and negative, and calculates an advertisement adjustment unit price according to the weight ;
Advertising cost determination device comprising a.
According to claim 1,
A billing unit that performs additional billing or mileage grant according to the advertisement adjustment unit price
Advertising cost determining device further comprising a.
In the method for determining the cost of advertising device advertising cost,
Receiving a keyword from an advertiser and registering an advertisement in content targeted for advertisement including the keyword;
Collecting reaction data corresponding to the advertisement target content;
Classifying the reaction data into any one of positive, neutral, and negative, setting weights for each of the positive, neutral, and negative reaction data, and calculating an advertisement adjustment unit price according to the weights;
Advertising cost determination method comprising a.
According to claim 3,
Performing additional billing or mileage grant according to the advertisement adjustment unit price
Advertising cost determination method further comprising a.
A computer-readable recording medium storing a computer program executing any one of claims 3 and 4.

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