KR20220060165A - Advertisement curation matching playform using artificial intelligence and operating method thereof - Google Patents

Abstract

The present invention relates to a show host brokerage platform and a brokerage method using the same and, more specifically, to a show host brokerage platform system, which mediates a show host suitable for a product or service content to be advertised to an advertiser on the basis of a result of analyzing the show host's activities to provide the advertiser with ways of generating video content which can be used secondarily and increasing advertising effectiveness and provide the show host with secondary utilization of careers and results as a show host, thereby providing benefits to both sides. Due to Corona 19, which was an issue for about a year in addition to the era when functions using the Internet are already active in many parts, concept of home shopping, which was only accessible through TV media, has rapidly developed into Internet home shopping with the name of live commerce and a service is provided on various platforms such as Afreeca TV, YouTube, Naver, Daum/Kakao, Facebook, and Instagram. The average number of viewers per broadcast was only 500 to 1,000 during Naver's test operation, but the current situation has reached a maximum of 30,000. Many advertisers are jumping into the live commerce market to adapt to the changing advertising market, but it is virtually difficult for a front runner to start with all the conditions. There are various companies mediating between show hosts and advertisers who can proceed with broadcasting, but the present invention solves problems that non-selectable packages or results cannot be checked numerically.

Description

ADVERTISEMENT CURATION MATCHING PLAYFORM USING ARTIFICIAL INTELLIGENCE AND OPERATING METHOD THEREOF}

Currently, platforms for recruiting influencers and creators already exist in the advertising market, but there are no platforms for freelance show hosts other than job search sites such as Saramin and Media Job, so it is difficult to recruit show hosts to build a career. Providing an environment that can narrow the distance with consumers through more convenient content production and real-time communication by satisfying the needs of both advertisers Since it is sold as a package, unnecessary expenses are inevitable to proceed with content, but using this platform, you pay only for show host matching, excluding all prices for these factors, making a more reasonable choice.

With the advent of the untact era due to COVID-19, so-called live commerce is rapidly growing, and live commerce is a type of media commerce that sells products through real-time broadcasting. It is a new media commerce that acquires curious information and user experience and makes a purchase decision based on it.

In live commerce, a sense of presence and vitality are important factors, and it is especially important for a show host with expertise in the product to appear and deliver and share the situation and information as it is when conducting advertisements for advertisement products.

While the requirements for these changes in the advertising market are increasing inevitably, advertisers need a professional show host who can properly promote their products, and the show host promotes advertisement products with expertise or experience in advertising. want to do

However, in advertising platforms up to now, the advertiser selects a show host and the show host unilaterally advertises the products requested by the advertiser, so it was difficult to expect a great advertisement effect.

In addition, there was a limit to recruiting show hosts, where show hosts in various fields had difficulties in contacting advertisers due to restrictions in various shooting environments such as filming.

The present invention overcomes these limitations by inventing a show host mediation platform that connects a show host and a product using machine learning techniques and provides a shooting environment for the show host, and advertisers discover a show host suitable for advertising products from the advertiser's point of view. can be advertised, and show hosts can match products with expertise and experience in advertising to increase advertising efficiency.

In addition, from the point of view of the showhorses, it can be expected to lead the live commerce market by being provided with filming resources such as a space for filming advertisements.

Republic of Korea Patent Publication No. 10-2019-0100848

The present invention relates to a specialized platform for advertising that enables advertisers to collect products and contents that can be provided and connect the environment and financial resources so that others can consume them through online home shopping.

a. An advertising platform where advertisers (products) and show hosts can share mutually necessary information through the platform and satisfy their needs

b. The platform receives the URL, and if you sign up/log in as a seller, you can easily register the product.

c. The role of executing targeted advertising through interactive interaction between advertisers and consumers (customers or subscribers)

d. When an advertiser or a person in charge of an advertising agency registers an advertisement through the platform, the information is delivered by automatically targeting the show host who wants to shoot with the advertising product.

e. By identifying the preferences/propensity/hope categories of advertisers and show hosts, customized interactive advertisements can be performed, and from the standpoint of the platform provider, a new advertising technique that can check the reaction and purchase/participation of viewers is invented.

f. When using the platform through advertiser and show host membership registration, it can satisfy the needs of both sides for the products and services to be promoted by selecting the main category and desired category, etc. customized, and refining the reactions and information of consumers in the data filtering system. It is possible to receive the results of advertisements classified by each function in the form of reports, etc.

g. A technology that can be used in the platform portfolio is needed to maximize the advertising effect through pre/post management by grafting the URL technology that enables SNS filtering to the video that is scheduled to be executed, is currently being executed, or has been executed.

h. By providing the necessary data and environment to show hosts who have difficulty in contacting advertisers and advertisers who are having difficulties in recruiting show hosts, advertisements tailored to both needs can be realized, and consumers’ reactions and information to the products and services promoted in the results are displayed. Information can be collected by refining through SNS data filtering

i. Basic technology (technology element) to provide customized service through the platform

- Recommendation algorithm required for show host verification and classification and matching by field of expertise

- Data mining and URL for show host recommendation and product recommendation

- Recommendation URL where a personalization key value is generated to identify platform users

- Platform URL that is uniquely identified and issued for each advertiser and show host

- Point payment and link API

- Establishment of show host DB and advertiser DB

- Utilization of cloud system

- Building a data warehouse

Dashboard to display show host statistics, advertiser statistics, number of viewers, number of purchases, etc.

<Effect of the invention>

In the process of deriving results (video content and live commerce), the progress is not leaked to other than the selected show host, advertiser, and advertising agency, so security is thorough. There is an effect that can inform all advertisers.

a. As a platform where show hosts are gathered, they can share their own know-how and information, so quality can be expected to rise, fair competition between show hosts is possible, and advertisers can work with show hosts with increasingly high levels of technology.

b. When many show hosts gather, more competitive host recruitment costs can be formed than the currently set price to enhance each other's competitiveness. can be expected

c. By introducing the competitiveness index of show hosts, advertisers can easily judge the skills of show hosts by collecting and quantifying the number of live performances / highest viewers / number of replays / advertiser satisfaction evaluation, etc., expected to increase the quality of show hosts to show

d. If you do not need a show host, you can provide your own studio and equipment for video content production through the developed URL Key System.

e. Development of Secure Keypad and encryption of advertiser/show host information to block external leakage of key information and prevent unauthorized secondary use

The present invention relates to a new concept platform that can satisfy various kinds of needs by requesting a show host for a desired product/content or, conversely, an advertiser making a request to a desired show host.

a. It is not a one-way approach, but it meets the needs of both show hosts and advertisers, and connects to make work easier in time and cost than before according to the environment provided by the platform

b. The show host builds a career in the applicant's specialized field by selecting the desired category when signing up, and the advertiser selects a show host that specializes in products/services to produce higher quality results

c. Since the standard for the concept of a show host is ambiguous, use the portfolio activation function through the scrapping function for the contents of the show host activity

d. By looking at the portfolio of the show host created based on the scrapping function, the advertiser can determine whether it is suitable for the advertiser's product/content, and the satisfaction level can be increased accordingly.

e. Advertisers can monitor all processes by providing an intuitive platform for recruitment/progress through web and app rather than oral/written data

<Design and Operation Processor for Platform Building (Platform Architecture)>

1) User Open API(1) allows multiple users who use the platform through various media to authenticate and access the platform

2) The platform URL 10 is automatically generated when the platform URL 10 is connected to the platform open API, and a unique URL is created with the authentication key value issued during authentication to identify the platform user through the URL. (The technical process for generating the URL will be described later.) The user data introduced through the platform URL 10 is sent to the Datawarehouse 20 .

3) The Datawarehouse 20 performs a function of classifying user data imported through the platform URL 10 according to the user subject and the purpose of use of the platform. The advertiser is the advertisement DM 30 and the show host is the show host DM. (50), a user who wants to match through the platform serves to send each data to the LCAS 40, and serves to classify each data.

4) Advertising DataMart 30 is an advertiser data management place that loads and manages advertiser data and advertisement product data. When an advertiser registers an advertisement product through the advertisement DataMart 30 , product information is automatically stored in the advertisement product registration module 70 . In addition, when an advertiser inputs a suitable show host setting value to discover a desired show host, the input setting value is sent to the LCAS 40, and the advertiser's desired show host is automatically searched.

5) The show host DataMart 50 is a storage in which the show host data imported from the Datawarehouse 20 is stored and managed. In the show host DataMart (50), when the show host wants to match the advertisement product in Won, the setting data is sent to the LCAS (40) and automatically extracted from the LCAS (40), and the advertisement desired by the show host is set. The product is derived and automatically matched with the derived advertiser.

6) LCAS (Live Commerce Analyze System) 40 is an artificial intelligence advertisement analysis system that automatically analyzes and filters data according to set values set by advertisers and show hosts using machine learning techniques. The LCAS (Live Commerce Analyze System) 40 receives data from the advertisement DataMart 30, extracts the show host desired by the advertiser by machine learning, and transmits the data to the advertisement DataMart 30 and delivers it to the advertiser.

In addition, it receives data from the show host DataMart (50), extracts the advertisement products the show host wants by machine learning, and transmits it to the show host DataMart (50) to deliver it to the show host.

7) The studio module 60 is a module that analyzes the data flowing in from the show host DataMart 50, and is a data storage that allows the show host to search for shooting resources such as shooting locations and match shooting spaces. The studio module 60 is a module for managing data of a general user who can provide a shooting space as well as a show host, or a user who can provide various shooting spaces with broadcasting stations, home shopping affiliates, and shooting studios.

If the studio module 60 registers with resources such as a shooting space, the show host can select a shooting space suitable for conditions and environments and secure information and resources for shooting. When the show host selects a shooting space suitable for shooting conditions in the studio module 60 , data is transmitted to the studio Authorizing 80 to match the user who provides the shooting space.

8) Studio Authorizing 80 is a module that provides information for providing the shooting environment of the show host imported from the studio module 60 and manages the information of the shooting environment provider. The information of the shooting environment provider connected to the platform is managed. is a step to be

9) The advertisement product registration module 70 is an advertisement product module that stores and manages advertisement products registered by the advertiser in the advertiser DM 30 . When an advertiser registers an advertisement through the platform, the advertisement product is registered in the advertisement product registration module 70 through the advertiser DM 30 .

In addition, by receiving the information of the show host from the studio Authorizing 80 , the advertiser and the show host can promote and sell advertisement products under mutually desired conditions.

The data of the advertisement product registration module 70 is sent to the advertisement image module 90 .

10) The advertisement image module 90 is a module that executes and delivers product advertisements based on the data input from the advertisement product registration module 70, and is a module in which an actual advertisement image or advertisement is performed.

11) The live commerce module 100 is a module that processes and edits advertisement image information according to the usage purpose of the platform by processing the data imported from the advertisement image module 90 to the DB 110 and the broadcasting channel unit 120. each pass data.

12) The DB 110 stores and manages platform data imported from the live commerce module 100 .

13) The broadcast channel unit 120 transmits data received from the live commerce module 100 to the CDN (Contents Delivery Network) 130 . The broadcast channel unit 120 plays a role of channeling media and transmits information to various channels.

14) CDN (Contents Delivery Network) 130 refers to an advertisement content delivery network. It is a service for quickly and stably delivering large-capacity advertising content, and prevents a decrease in content delivery speed and solves the problem of platform instability.

Advertisement content transmits smooth data to the API 140 through the CDN (Contents Delivery Network) 130 to operate the platform.

15) API 140 performs payment, authentication, and security in order to transmit and maintain a URL that identifies a user using the platform, and sends data to NoSQL to be used through the URL. A user who has undergone user authentication receives user profile information through the API.

10) LCAS(Live Commerce Analyze System)(40) is Data Collection&Load setting value(41), Machine Re-Learning for Filter(45), MachineLearning for Filter(42), Refined advertiser/show host Data(43), AExtractedds & Trash Data (44), the advertiser selects a show host (46), and the show host selects a product (47).

11) Data Collection & Load setting value 41 is a step of setting information (region, age, specialty, activity experience, incentives, etc.) of the show host desired by the advertiser in order for the advertiser to find the show host in the advertiser DM 30 .

It is also a step of setting information such as advertisers, advertisement products, regions, and filming resources desired by the show host in the show host DM 50 . The data set in the Data Collection &Load setting value 41 is sent to the Machine Re-Learning for Filter 45 and filtered to extract information.

12) MachineLearning for Filter (42) automatically extracts the data imported from the Data Collection & Load setting value (41) by the SVM model, which is an artificial neural network model. When a set value is input through the SVM model, which is an artificial neural network model, data is extracted according to the output result.

<Data extraction format with input values>

Data extracted from MachineLearning for Filter (42) is sent to Refined advertiser/show host Data (43).

<Set value input processor>

13) Refined advertiser/show host data (43) classifies the data extracted from MachineLearning for Filter (42) so that the advertiser is sent to the show host selection (46) and the show host to the product selection (47) according to the setting subject, respectively do.

14) AExtractedds & Trash Data (44) is sent to Machine Re-Learning for Filter (45) to re-refine the information that is not extracted or the data is extracted from the MachineLearning for Filter (42) and performs refining.

15) Machine Re-Learning for Filter (45) purifies and analyzes the data imported from AExtractedds & Trash Data (44), and sends valid data to Refined advertiser/show host Data (43).

16) The advertiser's show host selection 46 sends data to the advertiser DM 30 in order to expose the data imported from the advertiser/show host Data 43 to the advertiser.

17) When the show host selects a product (47), the data imported from the advertiser/show host Data (43) is sent to the show host DM (50).

Claims (1)

An advertisement curation matching platform using artificial intelligence and its operation method.