KR20220169628A - Platform system and method for Digital Out Of Home - Google Patents

Abstract

The present invention provides a digital outdoor advertising platform system and method capable of free search and purchase of digital outdoor advertising (DOOH) media, analysis for digital outdoor advertising based on reliable data, and measurement of the effectiveness of an outdoor advertising campaign and report creation. The present invention comprises: an advertiser terminal (100) that wishes to expose a desired outdoor advertisement to potential consumers through digital media; a DOOH brokerage server (200) that receives an advertisement from the advertiser terminal and searches for and connects an owner of available outdoor advertising media; and an outdoor advertising media owner terminal (300) that receives the advertisement from the DOOH brokerage server (200) and exposes the advertisement in his/her outdoor advertising media. The present invention allows an outdoor advertising transaction between the advertiser terminal (100) and the advertising medium owner terminal (300) to be carried out through the DOOH brokerage server (200), thereby enabling the advertising transaction to be made quickly and at a low cost. In addition, the present invention provides a marketplace service for DOOH media to an advertiser and an inventory fulfillment service to an owner of outdoor advertising media.

Description

Digital out-of-home advertising platform system and method {Platform system and method for Digital Out Of Home}

The present invention relates to a digital outdoor advertising platform system and method, and more particularly, enables free search and purchase of digital outdoor advertising media, analyzes digital outdoor advertising based on reliable data, and measures the effectiveness of outdoor advertising campaigns. And it relates to a digital outdoor advertising platform system and method capable of writing reports.

Out-of-home (OOH) refers to advertisements that continuously and periodically provide visual and auditory stimulation to an unspecified number of people at a certain place outdoors or in a commercial facility for a certain period of time. In particular, when a digital device or technology is used as an advertising medium, such as a billboard or poster, among these outdoor advertisements, it is referred to as "digital out-of-home ("DOOH" ).

The most representative medium of DOOH is the 'LED billboard', which is a 'digital billboard' that provides various information or advertisements by installing a digital display on the roof or on the wall of a building, unlike existing analog billboards such as posters and billboards.

Although these LED signboards have the advantage of being able to remotely control outdoor advertising contents at once by being connected to a network, it is difficult to analyze the advertising effect due to the nature of outdoor advertising that advertises in mass to an unspecified number of people. In addition, conventional out-of-home advertising transactions mainly depended on analog methods such as personal connections and experiences or long-term rental methods.

Looking at the conventional out-of-home advertising trading environment in more detail, first, an advertiser who wants to expose his product or service to potential customers sends an advertising agency to an advertising agency or media agency After requesting purchase, they again make a reservation for advertising media to the agency, and again, the agency had a complicated structure to expose the advertisement to the media owner. As the advertising transaction goes through complicated steps, there is a problem in that it takes time and even intermediate fees.

Accordingly, by reducing the complicated advertising transaction stage, outdoor advertising can be reserved and purchased at any time by allowing advertisers (or advertising agencies, hereinafter referred to as " advertisers ") to easily grasp the availability and efficiency of outdoor advertising media, just like online transactions. A new digital out-of-home advertising platform system and method that can maximize profits through an inventory fulfillment service that allows owners to easily manage their own media and provide it according to the characteristics, price, and time of the media. Demand is on the rise.

Republic of Korea Patent Registration No. 10-1573190 (registered on November 25, 2015)

Accordingly, the present invention was created to solve the above problems, and in particular, to solve the following problems.

First, the present invention analyzes the audience within the influence range of digital outdoor advertising media through various data channels, and analyzes targeting based on regional profiles and return on advertising spending (ROAS). Its purpose is to enable digital out-of-home advertising transactions to be carried out quickly and cost-effectively by providing advertisers and outdoor advertising medium owners.

Second, the present invention provides an advertising intermediary economic platform that connects the information, process, and business of digital outdoor advertisements, which have been operated individually, to enable online search and transaction by utilizing data and information technology (IT). is aimed at

However, the technical problems of the present invention are not limited to the above-mentioned problems, and other technical problems not mentioned will be clearly understood by those skilled in the art from the description below.

A digital out-of-home advertising platform system according to an embodiment of the present invention includes at least one advertiser terminal 100 requesting out-of-home advertising through digital media; at least one outdoor advertisement medium owner terminal 300 exposing the received outdoor advertisement through a digital medium; and a DOOH mediation server 200 that is connected to the advertiser terminal 100 and the outdoor advertising media owner terminal 300 through a network communication network and provides information on outdoor advertising media available to the advertiser terminal 100. .

The DOOH mediation server may further include a regional profile analysis unit providing information on the outdoor advertising area, and the information on the outdoor advertising area may include at least one of a basic media profile, traffic profile, and audience profile information.

In addition, the digital outdoor advertising platform system according to an embodiment of the present invention further includes an advertising media search unit, an advertising media recommendation unit, an advertising media selection unit, a ROAS measurement unit, a report proposal/output unit, an advertising media management unit, and a data collection unit. can do.

Meanwhile, a digital outdoor advertisement method according to an embodiment of the present invention is a method performed by the DOOH mediation server 200 including a processor, and includes the steps of searching for digital outdoor advertisement media; selecting the searched digital outdoor advertising media; providing regional profile information for the selected digital out-of-home advertising medium; providing ROAS information for the selected digital out-of-home advertising medium; proposing a report by reflecting the regional profile information and ROAS information of the selected digital out-of-home advertising medium; and outputting the report.

In addition, the method may further include a step of recommending an advertising medium for an advertiser who is unable to select a digital outdoor advertising medium.

By means of solving the above problems, the present invention has the following unique effects.

first. The digital outdoor advertising platform system and method according to the present invention has the effect of providing a marketplace service for digital outdoor advertising media to advertisers and providing an inventory fulfillment service for media to outdoor advertising media owners. .

Second, the digital outdoor advertising platform system and method according to the present invention has the effect of providing targeting, advertising effect prediction and reporting based on the area profile that analyzes the media data and traffic data of the area where the outdoor advertising media is installed. have

Third, the digital outdoor advertising platform system and method according to the present invention has an effect of optimizing an advertising campaign and providing a recommendation service by utilizing ROAS analysis data.

Fourth, the digital outdoor advertising platform system and method according to the present invention has the advantage of easy network expansion because integrated management between advertising media is possible by using a web-based cloud method.

1 is a transaction environment diagram showing a conventional out-of-home advertising transaction process.
2 is a platform system diagram of digital out-of-home advertising (DOOH) according to an embodiment of the present invention.
3 is a diagram showing the internal configuration of the DOOH mediation server 200 of the present invention.
4 is a web page implementation example of the advertising media search unit 210 according to an embodiment of the present invention.
5 and 6 are regional profile analysis diagrams according to an embodiment of the present invention.
7 is a web page implementation example of the local profile analyzer 240 according to an embodiment of the present invention.
8 is an example of implementing a web page of the advertisement medium selection unit 230 according to an embodiment of the present invention.
9 is a web page implementation example of the report proposal unit 260 according to an embodiment of the present invention.
10 is a web page implementation example of the report output unit 260 according to an embodiment of the present invention.
11 to 13 are webpage implementation examples of the advertising media management unit 270 according to an embodiment of the present invention.
14 is a schematic flowchart of a digital out-of-home advertising (DOOH) method according to an embodiment of the present invention.

The advantages and characteristics of the present invention and the digital outdoor advertising platform system and method for achieving them will become clear with reference to the embodiments described later in detail in conjunction with the accompanying drawings.

However, the present invention is not limited only to the embodiments disclosed below, but may be implemented in other various forms, and only the following embodiments make the disclosure of the present invention complete and those skilled in the art in the art to which the present invention belongs It is provided to inform the person of the scope of the invention well. The invention is defined only by the claims.

In addition, when a certain part of the specification "includes, includes" a component, it means that other components may be further included without excluding other components unless otherwise stated. . In addition, singular forms also include plural forms unless otherwise specified.

Furthermore, terms such as “○○ unit” described in the specification refer to a unit (module) that processes at least one function or operation, which may be implemented by hardware, software, or a combination of hardware and software.

In addition, according to various embodiments, one "unit" is implemented as another physical/logical component, a plurality of "units" are implemented as one physical/logical component, or one "unit" is implemented as a plurality of physical/logical components. It is also possible to implement with parts.

Unless otherwise defined, all terms (including technical and marketing terms) used in this specification are used as meanings commonly understood by those of ordinary skill in the art to which the present invention belongs.

Like reference numbers designate like elements throughout the specification.

Hereinafter, a digital out-of-home advertising platform system and method according to an embodiment of the present invention will be described in detail with reference to the accompanying drawings.

At this time, it will be understood that each block of the process flow chart diagrams and combinations of the flow chart diagrams can be performed by computer program instructions.

Since these computer program instructions may be loaded into a processor of a general-purpose computer, special-purpose computer, or other programmable data processing equipment, the instructions executed by the processor of the computer or other programmable data processing equipment are described in the flowchart block(s). It creates means to perform functions.

These computer program instructions may also be stored in a computer usable or computer readable memory that can be directed to a computer or other programmable data processing equipment to implement functionality in a particular way, such that the computer usable or computer readable memory The instructions stored in are also capable of producing an article of manufacture containing instruction means that perform the functions described in the flowchart block(s).

computer program instructions It is also possible to be mounted on a computer or other programmable data processing equipment, so that a series of operational steps are performed on the computer or other programmable data processing equipment to create a computer-executed process to make the computer or other programmable data processing equipment perform. The instructions to do may also provide steps for executing the functions described in the flowchart block(s).

Also, each block(s) may represent a module, segment or portion of code that includes one or more executable instructions for executing specified logical function(s). It should also be noted that in some alternative implementations it is possible for the functions mentioned in the block(s) to occur out of order. For example, two blocks shown in succession may in fact be executed substantially concurrently, or the blocks may sometimes be executed in reverse order depending on their function.

Hereinafter, the outdoor advertising medium refers to a medium advertising using a digital display (LED, LCD, etc.) rather than an analog such as a signboard or poster.

1 is a transaction environment diagram showing a conventional out-of-home advertising transaction process, and FIG. 2 is a schematic configuration diagram of a digital out-of-home advertising (DOOH) platform system according to an embodiment of the present invention.

First, referring to 1, the conventional out-of-home advertising transaction process is explained. An advertiser (ADVERTISER), who wishes to expose his product or service to potential customers, advertises to an advertising agency (AD Agency) or an advertising media agency (Media Agency). After requesting the purchase of media, they again make media reservations to other agencies, and these agencies have a complicated structure in which they expose advertisements to media owners. In addition, there was a problem in that the outdoor advertisement execution cost increased as commissions were generated at each stage.

Therefore, as shown in FIG. 2, the present invention enables advertisement transactions between the advertiser terminal 100 and the outdoor advertising media owner terminal 300 to be made through the DOOH mediation server 200, so that the advertisement transactions can be made very quickly and at low cost. .

At this time, the advertiser terminal 100, the outdoor advertising media owner terminal 300, and the DOOH mediation server 200 can be interconnected through a network communication network.

Here, the network communication network may be composed of IP-based wired communication networks such as Internet networks, mobile communication networks such as LTE networks and WCDMA networks, various types of wireless communication networks such as Wi-Fi networks, and combinations thereof. Although not shown in the present invention, the network communication network may include an access network, a backbone network, and the like.

The advertiser terminal 100 and the outdoor advertising medium owner terminal 300 are terminals owned by individual members or companies registered in the DOOH mediation server 200, and are accessible via a network communication network, such as desktop PCs, tablet PCs, laptops, and smartphones. etc. may be applied.

Now, the DOOH mediation server 200 will be described in earnest, as shown in FIG. It includes a ROAS measurement unit 250, a report proposal/output unit 260, an advertising media management unit 270, and a data collection unit 280.

The DOOH mediation server 200 is connected to the advertiser terminal 100 through a network communication network, and can provide the advertiser terminal 100 with an advertisement media search unit 210 for providing digital outdoor advertisement information (FIG. 4). ).

As shown in FIG. 4, in the advertising media search unit 210, region (eg, administrative district), location (eg, roadside, 4-street, etc.), media type (eg, electronic sign board, signboard, sticker, etc.), visibility (eg, advertisement Information on the size/height of water, congestion of advertisements), price (eg exposure time/frequency/floating population), target audience for advertisement (eg gender, age group, income level, etc.) can be provided.

In addition, the DOOH mediation server 200 of the present invention can provide information recommending advertising media for advertisers who cannot easily determine through the advertising media recommendation unit 220 (PODO recommendation in FIG. 4).

Advertisers refer to the advertising media search unit 210 or the advertising media recommendation unit 220 to select the most suitable media they want to advertise, such as type, size, height, advertising area, time, frequency, price, etc. It can be input to the advertisement medium selection unit 230 .

Figure 8 shows the result of selecting 'LED sign board media targeting Jongno-gu, Seoul'. Here, you can search additionally by targeting by gender and age.

Among the DOOH mediating servers 200 of the present invention, the regional profile analyzer 240 provides detailed information on an area where digital outdoor advertisements are installed.

5, the regional profile analysis unit 240 uses a 'traffic profile determination model', a 'traffic profile prediction model', an 'audience profile determination model', an 'audience cluster discovery model', and the like. Therefore, 'regional profiling by media' can be included.

The 'regional profiling by medium' is again 'basic media profile (location, type, visible area, price, etc.)', 'traffic profile (cumulative number of visitors, number of unique visitors, traffic type, staying population, etc.)', 'audience profile ( gender, age, income level, life cycle, specific class, interest, average consumption unit price, etc.)'.

In addition to the above 'regional profiling by medium', 'Impersion calculation model by medium characteristics (DOOH, indoor signage, bus advertisement, etc.)', 'targeting optimization model by industry (automobile, insurance, liquor, etc.)', 'PODO recommendation model ( Applying 'Analysis & Estimation Model' including 'Customer-Customized Measuring Model (ROAS Measurement - Target CPM, Comparison of Advertising Effects by Period, Comparison of Advertising Effects between Media, etc.)' Out-of-home advertising traders (advertisers and OOH media owners) will be able to measure ROAS (provide customized reports, check advertising effectiveness in real time) along with targeting (Targeting - PODO recommendation service, optimized media package) (FIG. 6).

The 'regional profile' of the present invention enables advertisers to effectively find the optimal advertisement medium, exposure time, and visible area to approach their target audience, and outdoor advertisement medium owners can use their media It allows inventory to be sold through various channels to maximize profits.

7 shows an example of an electronic display board installed in the Superior Tower at 528 Teheran-ro, Gangnam-gu, Seoul, provided by the regional profile analyzer 240 of the present invention. That is, when an advertiser selects an advertising medium he/she wants to advertise through the advertising medium search unit 210 or the advertising medium recommendation unit 220, the range of influence of the advertising medium from the location where the outdoor advertising billboard is installed ( ◀ part ) information (visible area, viewing angle, height, size, floating population, number of visitors, visitor gender, age, income level, etc.) can be provided.

Next, the Return On Advertising Spending (ROAS) measuring unit 250 will be described. ROAS is an indicator that determines the effectiveness (performance) of an advertising campaign based on the advertising cost executed. can be made by analyzing

In the ROAS measuring unit 250 according to an embodiment of the present invention, the 'media price' is substituted with the price provided by the owner of an outdoor advertising medium, and 'exposure' is the floating population of a region within the visible area of a specific outdoor advertising medium. Based on this, the calculated number of viewers (Impression) can be used.

For example, as shown in FIG. 7, if the 'media price' is 12,000,000 won/month and the 'impression' is 5,736,633 people/month, the CPM (ROAS) of the medium is [(12,000,000 ÷ 5,736,633) × 1,000 = 2,091]. At this time, the lower the CPM, the better the exposure (effect) compared to the cost of advertising media, so ROAS is judged to be good.

In the present invention, 'media price' information is initially based on a complete enumeration of out-of-home advertising media owners, and then update information from the advertising media management unit 270 and data collection unit 280 can be used.

In addition, 'the number of people who can be viewed (Impression)' can be calculated by applying a weight to the statistics of the staying time of the floating population. For example, assuming that a stay time of 10 minutes or more is 1 cycle, the weighted sum for each stay time can be calculated by multiplying the cycle conversion value (using the median value of the time division) by the population ratio of each section as shown below.

In the above, the final cumulative weighted sum is 0.52146, which shows that one person stays in the influence of outdoor advertising media for about 0.5 Cycle (about 5 minutes). This means that the probability that people entering the outdoor advertisement installation area will see the exposure advertisement is 52% on average, so if 20 advertisements are executed, there is a possibility of being exposed to about 10 advertisements.

The ROAS measuring unit 250 according to an embodiment of the present invention provides advertisers with CPM (ROAS) information calculated based on the 'media price' information and 'impression' of outdoor advertisements as described above. helps to execute optimal advertising (media, advertising area, advertising time, etc.).

Subsequently, the report proposal unit 260 will be described using FIG. 9 . The DOOH mediation server 200 according to an embodiment of the present invention uses the information of the ROAS measurement unit 250 for the media input or recommended by the advertiser to provide information about the type, location, and time of the optimal outdoor advertising media. The reflected report can be provided to the advertiser in the form of a proposal.

Furthermore, an inventory fulfillment service may be provided in the form of a report proposal to the owner of an outdoor advertising medium by using the ROAS measuring unit 250 information.

In addition, the report output unit 260 integrates the regional profile analysis unit 240 and the ROAS measurement unit 250 with respect to advertisement contents received or recommended by advertisers, and outputs digital outdoor advertisement contents in the form of a final report. It can be output and provided (FIG. 10). Of course, at this time, a predetermined fee may be charged to the advertiser or the owner of the outdoor advertising medium.

The advertising media management unit 270 according to an embodiment of the present invention periodically collects and manages information (type, contract details, remaining accounts, sales status, etc.) on advertising media held by outdoor advertising media owners nationwide. In addition, the advertising media management unit 270 may provide a function of organizing advertisements transmitted through advertising media.

More specifically, in the conventional system, each advertisement material was scheduled in file units, but in the present invention, by developing and introducing a folder function, it is possible to organize automatically at a contracted time regardless of the number of materials. In addition, it is possible to schedule as many times as desired at a desired time beyond the conventional LOOP PLAY BACK method, and it is also possible to schedule advertisements targeting multiple advertising media at once through contract unit management.

11 to 13 show an example of implementing a web page of the advertising media management unit 270 according to an embodiment of the present invention. FIG. 11 shows a list of advertisements by advertising media/contract, and FIG. A list of transmissions by advertisement is shown, and FIG. 13 shows transmission management by advertisement medium/time.

The data collection unit 280 according to an embodiment of the present invention collects and manages information on advertisers and outdoor advertising media owners, and media data on outdoor advertising media installed nationwide (eg, electronic signboard distribution and number). , media location/size/price, available status, visible area, visual angle, etc.) and audience (traffic and purchase) information (e.g., daily/hourly floating population information, consumption patterns and trends in connection with credit card companies and telecommunication companies, etc.) Cumulative visitors, unique visitors, staying visitors, etc.) are also collected and managed. The information collected and managed by the data collection unit 280 can be updated and used later by the advertising media search unit or recommendation unit.

14 is a schematic flowchart of a digital out-of-home advertising (DOOH) method according to an embodiment of the present invention. The method is performed by the DOOH mediation server 200 of the present invention.

In more detail, the advertiser first searches for DOOH advertising media in step S110. Next, in step S120, a DOOH advertising medium to be advertised is selected.

At this time, a step of recommending an advertising medium for an advertiser who is unable to select an out-of-home advertising medium (S130) may be further included.

When a region and location where an advertisement is to be exposed in the selected advertising medium is input, profile information about the region is provided (S140).

Subsequently, ROAS information at the time of advertisement exposure for the corresponding region is provided (S150), and it is proposed in the form of a report (S160). Thereafter, when the related cost payment is completed (S170), a final report is output and provided (S180).

Afterwards, regional profile information and ROAS information are continuously updated, stored and managed in the advertising media management and data collection unit, and reflected in the DOOH advertising media search unit (S190).

The digital outdoor advertising platform system and method according to the present invention having such a technical configuration provides advertisers with market place services for digital outdoor advertising media, and provides inventory fulfillment services for advertising media to owners of outdoor advertising media. ) has the advantage of providing

Meanwhile, the above-described embodiments of the present invention can be written as a program that can be executed on a computer, and can be implemented in a general-purpose digital computer that operates the program using a computer-readable recording medium. The computer-readable recording medium includes magnetic storage media (eg, ROM, floppy disk, hard disk, etc.), optical reading media (eg, CD-ROM, DVD, etc.), and carrier waves (eg, transmission through the Internet). The same storage medium is also included.

So far, in order to explain the present invention, the preferred embodiments have been mainly examined. Those skilled in the art to which the present invention pertains will understand that the present invention can be embodied in any number of modified forms without departing from its essential characteristics. Therefore, the disclosed embodiments are to be considered from an illustrative rather than a limiting point of view. Furthermore, the scope of the present invention is shown in the claims rather than the foregoing description, and all differences within the equivalent range should be construed as being included in the present invention.

100: advertiser terminal 200: DOOH mediation server
300: advertising media owner terminal

Claims (14)

at least one advertiser terminal 100 requesting outdoor advertisements through digital media;
at least one outdoor advertisement medium owner terminal 300 exposing the received outdoor advertisement through a digital medium; and
A digital DOOH mediation server 200 connected to the advertiser terminal 100 and the out-of-home advertising media owner terminal 300 through a network communication network and providing information on out-of-home advertising media available to the advertiser terminal 100 Outdoor advertising platform system.
According to claim 1,
The DOOH mediation server 200 further includes a regional profile analyzer 240 providing information on a region where outdoor advertisements are installed.
According to claim 2,
Information on the region where the outdoor advertisement is installed includes basic media profile (location, type, visible area, price), traffic profile (cumulative number of visitors, number of unique visitors, traffic type, population) and audience profile (gender, age, Income level, life cycle, specific class, interest, average unit consumption price) information including at least one of digital outdoor advertising platform system.
According to claim 1,
The DOOH mediation server 200 further includes an advertising media search unit 210 capable of retrieving information corresponding to at least one of region, location, media type, visibility, price, and target audience, and a digital outdoor advertising platform system. .
According to claim 1,
The DOOH mediation server 200 further includes an advertising medium selection unit 230 capable of selecting information corresponding to at least one of the type, size, and height of outdoor advertising media, advertising area, time, frequency, and price. Advertising platform system .
According to claim 1,
The DOOH mediation server 200 further includes a ROAS measurement unit 250 A digital out-of-home advertising platform system that includes According to claim 6,
The ROAS measurement includes CPM information calculated based on media price information and impression information of outdoor advertisements.
According to claim 1,
The DOOH mediation server 200 further includes a report proposal/output unit 260. Digital out-of-home advertising platform system including .
According to claim 1,
The DOOH mediation server 200 further includes an advertising media recommendation unit 220 for advertisers who cannot select out-of-home advertising media. Digital out-of-home advertising platform system including .
According to claim 1,
The DOOH mediation server 200 further includes an advertising media management unit 270. Digital out-of-home advertising platform system including . According to claim 10,
The advertising media management unit 270 is a digital outdoor advertising platform system that collects and manages information on advertising media owned by outdoor advertising media owners nationwide and provides a function of organizing advertisements to be transmitted .
According to claim 1,
The DOOH mediation server 200 further includes a data collection unit 280 Digital out-of-home advertising platform system including .
As a method performed by the DOOH mediation server 200 including a processor,
searching for digital out-of-home advertising media;
selecting the searched digital outdoor advertising media;
providing regional profile information for the selected digital out-of-home advertising medium;
providing ROAS information for the selected digital out-of-home advertising medium;
proposing a report by reflecting regional profile information and ROAS information for the selected digital outdoor advertising medium; and
A digital out-of-home advertising method comprising the step of outputting the report.
According to claim 13,
The digital outdoor advertising method further comprising a step of recommending an advertising medium for an advertiser unable to select the digital outdoor advertising medium.

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