KR20230096288A - Method, apparatus, and computer-readable medium for advertising management - Google Patents

Abstract

Disclosed are a method and apparatus for managing advertisements associated with live shopping broadcasting, and a computer-readable recording medium on which a program for executing the method is recorded. The advertisement management method according to the present invention includes the steps of collecting broadcast information and advertisement material information of a live shopping broadcast from an advertiser terminal, identifying a broadcast transmission status of the live shopping broadcast based on the broadcast information, and the live shopping broadcast. In response to the user terminal accessing the advertisement medium linked to the broadcast, setting target advertisement contents related to products for sale of the live shopping broadcast using the advertisement material information according to the identified broadcast transmission situation; and and providing the target advertising content to the user terminal through an advertising medium.

Description

METHOD, APPARATUS, AND COMPUTER-READABLE MEDIUM FOR ADVERTISING MANAGEMENT}

The present invention relates to advertisement management technology, and more particularly, to a method and apparatus for managing advertisement contents to be effectively provided to users through an advertisement medium linked to a live shopping broadcast of live commerce.

Advertising refers to an activity in which advertisers inform consumers about the products or services they want to sell through various advertising media. There is a high cost to do so.

In line with the development of Internet communication technology, the utilization of live commerce is gradually attracting attention, and its users are also on a steep rise. Live commerce, a compound word of live streaming and E-commerce, combines the advantages of an open market with a short distribution channel and the advantages of e-commerce with a low entry barrier.

Since live commerce is based on the method of exposing sales products through live shopping broadcasts to explain the necessity of purchase to viewers and stimulate their desire to purchase, securing viewers is more important than anything else, and a large number of unspecified prospective buyers It is considered as a priority task to attract as many viewers as possible.

Currently, SNS, online communities, SMS, etc. are being used to encourage viewing of live shopping broadcasts, but the effect is very limited, and there is no way to more efficiently target and manage advertising contents linked to live shopping broadcasts. It is a situation.

The present invention has been made to solve the above problems, and an object of the present invention is to provide a method and apparatus for setting advertisement contents suitable for the broadcast transmission situation of live shopping broadcasting and managing the set advertisement contents to be provided to users. do.

Another object of the present invention is to provide a method and apparatus for monitoring a change in advertisement performance in real time while a live shopping broadcast is broadcasting.

In addition, an object of the present invention is to provide a method and apparatus for filtering a target of providing advertisement contents for sale products of a live shopping broadcast by analyzing the purchase propensity of an actual viewer of a live shopping broadcast.

Other objects and advantages of the present invention can be understood by the following description, and will be more clearly understood by the examples of the present invention. Furthermore, it will be readily apparent that the objects and advantages of the present invention may be realized by means of the instrumentalities and combinations thereof set forth in the claims.

An advertisement management method according to an aspect of the present invention includes collecting broadcast information and advertisement material information of a live shopping broadcast from an advertiser terminal; identifying a broadcasting transmission situation of the live shopping broadcasting based on the broadcasting information; In response to the user terminal accessing the advertisement medium linked to the live shopping broadcast, setting target advertisement contents related to products for sale of the live shopping broadcast using the advertisement material information according to the identified broadcast transmission situation. ; and providing the target advertising content to the user terminal through the advertising medium.

In the setting of the target advertising content, when the user terminal accesses the advertising medium before the broadcasting of the live shopping broadcasting starts, first advertising content may be set as the target advertising content. The first advertisement content includes a first advertisement area displaying information on sales products of the live shopping broadcast, and a second advertisement area displaying a countdown timer indicating a change in remaining time until broadcasting start of the live shopping broadcast. can include

In the setting of the target advertisement content, a size ratio between the first advertisement area and the second advertisement area may be adjusted based on a remaining time until broadcasting of the live shopping broadcasting starts.

In the setting of the target advertisement content, a rolling transition time between the first advertisement area and the second advertisement area may be adjusted based on a remaining time until broadcasting of the live shopping broadcasting starts.

In the setting of the target advertising content, when the user terminal accesses the advertising medium while the live shopping broadcast is being broadcasted, second advertising content may be set as the target advertising content. The second advertisement content may include a first advertisement area in which information on products for sale of the live shopping broadcast is displayed, and a second advertisement area in which a streaming video of the live shopping broadcast is displayed.

In the setting of the target advertising content, when the user terminal accesses the advertising medium after the live shopping broadcast ends, third advertising content may be set as the target advertising content. The third advertisement content may include a first advertisement area in which information on sales products of the live shopping broadcast is displayed, and a second advertisement area in which at least one image frame of a recorded video of the live shopping broadcast is inserted.

The advertisement management method may further include determining an advertisement performance score every predetermined time when the live shopping broadcast is being broadcasted. In the step of setting the target advertising content, an image frame at a point in time when a maximum advertising performance score is determined may be extracted from the recorded video of the live shopping broadcast and inserted into the third advertising content.

The advertisement performance score may be one or a weighted sum of two or more of the number of inflows of viewers of the live shopping broadcast, the viewing time per viewer, and the number of purchases per viewer.

In the providing of the target advertisement content, the third advertisement content may be provided to the user terminal when a real-time viewing history of the live shopping broadcast is confirmed from the user terminal.

The providing of the target advertisement content may include, when the real-time viewing history of the live shopping broadcast is not confirmed from the user terminal, other user terminals having a user purchasing propensity of the user terminal and a real-time viewing history of the live shopping broadcast. Comparing similarities between user purchase propensities of the user; and providing the third advertising content to the user terminal when the similarity is greater than or equal to a reference value.

In the advertisement management method, in response to a reaction event of the user terminal for the target advertisement content, a first web page serving an interface for purchasing the sale product, and a second web page serving a streaming video of the live shopping broadcast. The method may further include providing one of a web page and a third web page serving the recorded video of the live shopping broadcast to the user terminal.

A program for executing the advertisement management method according to any one of claims 1 to 11 is recorded on a computer readable recording medium according to another aspect of the present invention.

An advertisement management apparatus according to another aspect of the present invention includes a communication unit for collecting broadcast information and advertisement material information of a live shopping broadcast registered by an advertiser terminal; an information storage unit to store the broadcasting information and the advertising material information; and a processor for identifying a broadcasting transmission situation of the live shopping broadcasting based on the broadcasting information. The processor, in response to the user terminal accessing the advertisement medium linked to the live shopping broadcast, according to the identified broadcast transmission situation, uses the advertisement material information to target advertisement content related to the sale product of the live shopping broadcast. and provide the target advertising content to the user terminal through the advertising medium.

The processor may be configured to set first advertising content as the target advertising content when the user terminal accesses the advertising medium before broadcasting of the live shopping broadcasting starts. The first advertisement content includes a first advertisement area displaying information on sales products of the live shopping broadcast, and a second advertisement area displaying a countdown timer indicating a change in remaining time until broadcasting start of the live shopping broadcast. can include

The processor may be configured to set second advertising content as the target advertising content when the user terminal accesses the advertising medium while the live shopping broadcast is broadcasting. The second advertisement content may include a first advertisement area in which information on products for sale of the live shopping broadcast is displayed, and a second advertisement area in which a streaming video of the live shopping broadcast is displayed.

The processor may be configured to set third advertising content as the target advertising content when the user terminal accesses the advertising medium after broadcasting of the live shopping broadcast ends. The third advertisement content may include a first advertisement area in which information on sales products of the live shopping broadcast is displayed, and a second advertisement area in which at least one image frame of a recorded video of the live shopping broadcast is inserted.

The processor determines, when the real-time viewing history of the live shopping broadcast is not confirmed from the user terminal, the similarity between the user purchasing propensity of the user terminal and the user purchasing propensity of other user terminals having real-time time histories of the live shopping broadcast. may be compared, and if the similarity is greater than or equal to a reference value, the third advertising content may be provided to the user terminal.

According to at least one of the embodiments of the present invention, by setting advertising content according to the broadcast transmission situation of live shopping broadcasting and providing the set advertising content to users, the viewer inflow rate for live shopping broadcasting is increased, and the advertising content It can elicit a high level of reaction (eg click) from the viewer.

In addition, according to at least one of the embodiments of the present invention, changes in advertising performance are repeatedly monitored while the live shopping broadcast is broadcasting, and based on the result, advertising content provided to users after the broadcast of the live shopping broadcast is diversified. By doing so, it can help to increase awareness and purchase rate of products for sale in live shopping broadcasting.

In addition, according to at least one of the embodiments of the present invention, the effect of retargeting can be improved by analyzing the purchase propensity of real viewers of the live shopping broadcast and filtering the target of providing advertising content for the sale product of the live shopping broadcast. In addition, it is possible to reduce the waste of advertisement expenses charged to advertisers by preventing unnecessary exposure of advertisement contents for users with low purchasing potential.

The effects of the present invention are not limited to the effects mentioned above, and other effects not mentioned will be clearly understood by those skilled in the art from the description of the claims.

The following drawings attached to this specification illustrate preferred embodiments of the present invention, and together with the detailed description of the present invention serve to further understand the technical idea of the present invention, the present invention is the details described in such drawings should not be construed as limited to
1 is a diagram showing the configuration of an advertisement system according to the present invention by way of example.
2 is a diagram showing the configuration of an advertisement management device according to the present invention by way of example.
3 is a flowchart illustrating an advertisement management method according to the first embodiment of the present invention by way of example.
4 and 5 are diagrams referenced to describe the method of FIG. 3 .
6 is a flowchart illustrating an advertisement management method according to a second embodiment of the present invention by way of example.
FIG. 7 is a reference diagram for explaining the method of FIG. 6 .
8 is a flowchart illustrating an advertisement management method according to a third embodiment of the present invention by way of example.
9 and 10 are views referenced to describe the method of FIG. 8 .
11 is a flowchart illustrating an advertisement management method according to a fourth embodiment of the present invention by way of example.

Objects and technical configurations of the present invention and details of the operational effects thereof will be more clearly understood by the following detailed description based on the accompanying drawings in the specification of the present invention. An embodiment according to the present invention will be described in detail with reference to the accompanying drawings.

The embodiments disclosed herein should not be construed or used as limiting the scope of the present invention. It goes without saying that the description, including the embodiments herein, has a variety of applications for those skilled in the art. Therefore, any embodiments described in the detailed description of the present invention are illustrative for better explaining the present invention, and the scope of the present invention is not intended to be limited to the examples.

The functional blocks shown in the drawings and described below are only examples of possible implementations. Other functional blocks may be used in other implementations without departing from the spirit and scope of the detailed description. Also, while one or more functional blocks of the present invention are represented as separate blocks, one or more of the functional blocks of the present invention may be a combination of various hardware and software configurations that perform the same function.

Terms including ordinal numbers, such as first and second, are used for the purpose of distinguishing one of the various elements from the rest, and are not used to limit the elements by such terms.

In addition, the expression of including certain components simply indicates that the corresponding components exist as an expression of “open type”, and should not be understood as excluding additional components.

Furthermore, it should be understood that when a component is referred to as being “connected” or “connected” to another component, it may be directly connected or connected to the other component, but other components may exist in the middle. do.

1 is a diagram showing the configuration of an advertisement system according to the present invention by way of example.

Referring to FIG. 1 , the advertising system 10 includes an advertiser terminal 100 , a broadcast streaming server 110 , an ad network 200 and a publisher 300 .

The advertiser terminal 100 is a general term for devices capable of accessing other components in the advertising system 10, such as the broadcasting server 110 and the ad network 200, through wired and wireless communication networks, such as mobile terminals, tablets, and PCs ( personal computer), etc. An advertiser may access the ad network 200 through the advertiser terminal 100 and register advertisement material information about a sale product to be advertised.

The broadcast streaming server 110 is in charge of transmitting a live shopping broadcast for sale products that are advertisement targets of the advertiser terminal 100 . Broadcasting information of live shopping broadcasting may be registered in the ad network 200 by the advertiser terminal 100 . The broadcasting information includes the broadcasting start time and broadcasting end time of the live shopping broadcasting, and may further include detailed information on sales products of the live shopping broadcasting, the number of real-time broadcasting viewers, and information on a viewer's terminal.

The ad network 200 includes M (M is a natural number greater than or equal to 2) advertisement servers AS#1 to AS#M. The ad network 200 serves as an intermediary between the advertiser terminal 100 and the publisher 300 . At least one of the advertisement servers AS#1 to AS#M (eg, AS#1) may collect advertisement material information and/or broadcasting information from the advertiser terminal 100, and may collect the collected advertisement material information and/or Broadcasting information may be shared with other advertisement servers (eg, AS#2) within the ad network 200 .

The ad network 200 performs a series of procedures related to execution of advertising material information such as bidding, sales, distribution, billing, and profit distribution for the advertising material information requested for registration by the advertiser terminal 100, and a series of procedures handled in each process. Record and exchange data.

The ad network 200 may further include at least one of an inventory purchase platform 210 and an inventory supply platform 220 . The inventory purchase platform 221 is a platform for advertisers, and executes an analysis function and a bidding function on the advertisement inventory owned by the publisher 300 according to the advertiser's request to obtain at least one item included in the advertisement material information of the advertiser. It purchases advertisement inventory capable of posting advertisement contents of and supports billing process accordingly. The inventory supply platform 220, as a platform for the publisher 300, sells, supplies, and manages the inventory owned by the publisher 300 to advertisers through data exchange with the inventory purchase platform 210.

Within the ad network 200, an ad server AS#m is operably coupled with at least one of the other ad servers. When two components are operably coupled, it means that they are connected through a wired or wireless communication network to enable one-way or bi-directional data communication between the two components. The advertisement management device 500 is provided separately from the advertisement servers AS#1 to AS#M within the ad network 200 as shown in FIG. 1, or unlike FIG. 1, the advertisement servers AS#1 to AS# M) may be implemented as at least one subcomponent. A more detailed description of the advertisement management device 500 will be described later.

The publisher 300 means a set of N (N is a natural number of 2 or more) advertisement media (AM#1 to AM#N) or a device that manages these advertisement media (AM#1 to AM#N). Hereinafter, the code AM or AM#n (where n is a natural number less than or equal to N) will be given in describing the contents common to the advertising media (AM#1 to AM#N). The advertisement medium (AM#n) holds an inventory in which advertisement contents based on advertisement material information of an advertiser registered in the ad network 200 are posted in a form recognizable to a user. In this regard, the inventory means an advertising space within an advertising medium where advertising content can be posted. For example, the advertising medium may be a web page and the advertising space may be a banner area within the web page. The advertising medium is operably linked to at least one of the advertising servers AS#1 to AS#M included in the ad network 200 . The advertisement medium (AM#n) performs data exchange with the advertisement server associated therewith and is responsible for exposing advertisement contents to the user terminal 400 connected to the corresponding advertisement medium. Like the advertiser terminal 100, the user terminal 400 is a general term for devices capable of accessing other components in the advertising system 10 through a wired or wireless communication network, such as a mobile terminal, a tablet, a personal computer (PC), etc. there is Of course, the user terminal 400 may additionally have a reproduction function (eg, visualization, soundization, vibration, etc.) for advertisement content provided thereto.

2 is a diagram showing the configuration of an advertisement management device 500 according to the present invention by way of example.

Referring to FIG. 2 , the advertisement management device 500 includes a communication unit 510 , an information storage unit 520 and a processor 530 .

The communication unit 510 communicates with at least one of the advertiser terminal 100, the advertisement server (AS#1 to AS#M), the publisher 300, and the user terminal 400 through a wired or wireless communication network for live shopping. It transmits and receives advertisement management information related to broadcasting. Advertisement material information and/or broadcasting information may be directly collected from the advertiser terminal 100 by the communication unit 510 or indirectly collected from an advertisement server AS#m within the ad network 200.

The information storage unit 520 is operably coupled to the communication unit 510 and stores data collected by the communication unit 510 . In addition, the information storage unit 520 stores data and software necessary for execution of the advertisement management method by the processor 530 . In addition, the information storage unit 520 stores data generated as a result of the arithmetic operation of the processor 530 . The information storage unit 520 includes read only memory (ROM), random access memory (RAM), erasable programmable read only memory (EPROM), electrically erasable programmable read-only memory (EEPROM), flash memory, SRAM ( Static RAM), Hard Disk Drive (HDD), Solid State Drive (SSD), etc.

The processor 530 may be implemented by hardware, firmware, software, or a combination thereof. When implemented using hardware, an application specific integrated circuit (ASIC) or digital signal processor (DSP) ), DSPD (digital signal processing device), PLD (programmable logic device), FPGA (field programmable gate array), etc., when implemented using firmware or software, a module, procedure, or function that performs the above functions or operations Firmware or software may be configured to include the like.

The processor 530 controls the operation of each of the communication unit 510 and the information storage unit 520, and through data exchange with the communication unit 510 and the information storage unit 520, the advertisement material information according to the execution conditions. It performs a series of advertisement management processes required to actually execute. The advertisement management processes are designed to elicit the maximum effective response (eg, click event) from users by effectively exposing the advertisement content (s) included in the advertisement material information to users through the advertisement medium (AM#n). aim at the end.

The processor 530 stores the advertising material information and broadcasting information in the information storage unit 520, and then identifies the broadcast transmission status of the live shopping broadcast as one of before broadcasting, during broadcasting, and broadcasting end, and then identifies An advertisement management process may be performed according to the broadcast transmission situation. The processor 530 compares the current time information collected by the communication unit 510 with the broadcasting information, and determines whether the live shopping broadcasting is before the start of broadcasting, is currently being broadcasted, or is after broadcasting has ended. For example, if the current time is before the broadcasting start time of the broadcasting information, the live shopping broadcast is identified as before the broadcasting starts, and if the current time is between the broadcasting start time and the broadcasting end time of the broadcasting information, the live shopping broadcasting is in the middle of broadcasting. If the current time is after the broadcasting end time of the broadcasting information, the live shopping broadcasting may be identified as being after the broadcasting ends. Alternatively, the manager of the broadcast streaming server 110 transfers information representing the broadcast transmission situation corresponding to the broadcast transmission situation of the live shopping broadcast to the ad network 200, and the processor 530 uses the communication unit 510. The broadcast transmission situation may be identified by collecting broadcast situation identification information from the broadcast streaming server 110. The processor 530 may monitor access of the user terminal 400 to the advertisement medium AM#n. The processor 530 sends the user terminal 400 through the advertising medium AM#n according to the broadcast transmission status of the streaming broadcasting server 110 and the connection status of the user terminal 400 to the advertising medium AM#n. Determine whether or not to provide target advertising content. The target advertisement content may be selected from among a plurality of advertisement contents included in the advertisement material information, or may be one obtained by modifying, processing, or editing at least one of the plurality of advertisement contents according to broadcasting conditions of live shopping broadcasting.

Hereinafter, each of the embodiments of the advertisement management process executed by the processor 530 will be described in more detail with reference to FIGS. 3 to 11 .

3 is a flowchart exemplarily illustrating a method for managing advertisements according to the first embodiment of the present invention, and FIGS. 4 and 5 are referenced to describe the method of FIG. 3 .

Referring to FIGS. 3 to 5 , in step S310 , the processor 530 collects broadcast information and advertising material information of a live shopping broadcast from the advertiser terminal 100 .

In step S320, the processor 530 may determine whether the user terminal 400 is accessing the advertising medium (AM#n) linked to the live shopping broadcast. If the value of step S320 is "yes", step S330 may proceed.

In step S330, the processor 530 determines whether the live shopping broadcast is before the start of broadcasting, based on the broadcasting information. If the value of step S330 is "yes", step S340 may proceed.

In step S340, the processor 530 sets the first advertisement content as the target advertisement content based on the advertisement material information. The advertisement material information includes a plurality of advertisement contents, and each advertisement contents may be pre-classified into one of first to third advertisement material groups according to a broadcast transmission situation. The type of advertising content is not particularly limited, and, for example, hyperlinks, static images, videos, sound effects, vibrations of a specific pattern, etc., can be transmitted and received through a wired or wireless communication network and digitized so as to be reproduced in the user terminal 400. .

The first creative group may be matched to a situation before broadcasting, the second creative group to a situation during broadcasting, and the third creative group to a situation after broadcasting ends. The first advertisement content may be the same as at least one advertisement content belonging to the first creative group, or may be a version obtained by the processor 530 modifying, processing, or editing at least one advertisement content belonging to the first creative group. .

FIG. 4 illustrates the first advertisement content A1 exposed in the band-shaped banner area displayed on the display of the user terminal 400, and FIG. 5 illustrates the first advertisement content A1 exposed in the front banner area displayed on the display of the user terminal 400. 1 advertising content (A2) is exemplified. The front banner area may refer to inventory whose share of the entire display area is greater than or equal to a reference ratio. For reference, the size of the inventory (or the ratio of the inventory to the entire display area) and display location may be different for each advertising medium. Referring to FIGS. 4 and 5 , the first advertisement contents A1 and A2 are the first advertisement areas a11 and a21 in which information on sale products of the live shopping broadcast is displayed and the remaining time until the start of the broadcast of the live shopping broadcast. It may include second advertisement areas a12 and a22 in which a countdown timer indicating a change in is displayed. The sale product information displayed in the first advertisement areas a11 and a21 includes, for example, the image, name, price, sales ranking, number of shares, and promotion (eg, discount rate, discount period) of the sale product. In the second advertisement areas a12 and a22, the time difference between the current time and the broadcast start time is updated and displayed at predetermined time intervals (eg, 1 second).

The processor 530 may transform, process, or edit at least one of the first advertisement areas a11 and a21 and the second advertisement areas a12 and a22 based on the remaining time. For example, as shown in FIG. 4 , when the first advertisement area a11 and the second advertisement area a12 are horizontally arranged, the horizontal width of the first advertisement area a11 increases as the remaining time decreases, The horizontal width of the advertisement area a12 may be reduced. As another example, as shown in FIG. 5 , when the first advertisement area a21 and the second advertisement area a22 are arranged vertically, the vertical width of the first advertisement area a21 increases as the remaining time decreases, and the second The vertical width of the advertisement area a22 may be reduced. A relationship between the remaining time and the increase (or decrease) of each advertisement area may be preset.

The processor 530 may adjust the rolling transition time between the first advertisement areas a11 and a21 and the second advertisement areas a12 and a22 based on the remaining time. In detail, unlike FIGS. 4 and 5, the first advertisement area a11 and a21 and the second advertisement area a12 and a22 are alternately displayed by rolling, while the remaining time decreases. , a21) may be increased, and the exposure time of the second advertisement areas (a12, a22) may be decreased. A relationship between the remaining time and the increase (or decrease) of the exposure time of each advertisement area may be preset.

In step S350, the processor 530 provides the target advertisement contents A1 and A2 to the user terminal 400. That is, the processor 530 transmits the target advertisement contents A1 and A2 to the advertisement medium AM#n accessed by the user terminal 400, and accordingly, the target advertisement contents A1 and A2 are transmitted to the user terminal (AM#n). 400), it is exposed to the user by being reproduced by the output means (eg, display).

In step S360, the processor 530 determines whether a reaction event for the target advertising contents A1 and A2 has occurred in the user terminal 400. The reaction event may be, for example, a user's click action on the target advertisement contents A1 and A2 exposed to the user terminal 400 . For example, when a user touches a specific point of the target advertisement content (A1, A2) being displayed on the user terminal 400, the user terminal 400 transmits a touch signal to the advertisement medium (AM#n), and the advertisement The management device 500 may process the touch signal received through the advertising medium AM#n as a reaction event. If the value of step S360 is "yes", it may proceed to step S370.

In step S370, the processor 530 provides the user terminal 400 with a related web page corresponding to the reaction event. The related web page includes a first web page serving an interface for purchasing products for sale of a live shopping broadcast, a second web page serving a streaming video of a live shopping broadcast, and a web page of a live shopping broadcast (until the reaction event occurs). ) It may be at least one of third web pages that service recorded video.

6 is a flow chart exemplarily illustrating a method for managing advertisements according to a second embodiment of the present invention, and FIG. 7 is a reference diagram for explaining the method of FIG. 6 . In the advertisement management method according to the second embodiment, a repeated description of the contents common to the advertisement management method according to the first embodiment may be omitted.

Referring to FIGS. 6 and 7 , in step S610 , the processor 530 collects broadcast information and advertising material information of a live shopping broadcast from the advertiser terminal 100 .

In step S620, the processor 530 may determine whether the user terminal 400 is accessing the advertising medium (AM#n) linked to the live shopping broadcast. When the value of step S620 is "yes", step S630 may proceed.

In step S630, the processor 530 determines whether a live shopping broadcast is being broadcasted based on the broadcast information. When the value of step S630 is "yes", step S640 may proceed.

In step S640, the processor 530 sets the second advertisement content as the target advertisement content based on the advertisement material information. The second advertisement content may be the same as at least one advertisement content belonging to the aforementioned second creative group, or a version obtained by the processor 530 modifying, processing, or editing at least one advertisement content belonging to the second creative group. can

In step S650, the processor 530 provides the target advertising content B1 to the user terminal 400. That is, the processor 530 transmits the target advertising content B1 to the advertising medium AM#n accessed by the user terminal 400, and accordingly, the target advertising content B1 is transmitted by the user terminal 400. It is exposed to the user as it is reproduced.

7 illustrates the second advertisement content B1 exposed on the front banner area displayed on the display of the user terminal 400 . The second advertisement content B1 may include a first advertisement area b11 displaying product information for sale of a live shopping broadcast and a second advertisement area b12 displaying a streaming video of a live shopping broadcast. At this time, one of the first advertisement area b11 and the second advertisement area b12 may have a shape overlapping the other one.

In step S660, the processor 530 determines whether a reaction event to the target advertising content B1 has occurred in the user terminal 400. When the value of step S860 is “yes”, step S670 may be performed.

In step S670, the processor 530 provides the user terminal 400 with a related web page corresponding to the reaction event.

8 is a flowchart exemplarily illustrating a method for managing advertisements according to a third embodiment of the present invention, and FIGS. 9 and 10 are referenced to describe the method of FIG. 8 . In the advertisement management method according to the third embodiment, a repeated description of the contents common to the advertisement management method according to the first or second embodiment may be omitted.

Referring to FIGS. 8 to 10 , in step S810, the processor 530 collects broadcast information and advertisement material information of a live shopping broadcast from the advertiser terminal 100.

In step S820, the processor 530 may determine whether the user terminal 400 is accessing the advertising medium (AM#n) linked to the live shopping broadcast. When the value of step S820 is "yes", step S830 may proceed.

In step S830, the processor 530 determines whether the live shopping broadcast is after the broadcast has ended, based on the broadcast information. When the value of step S830 is “yes”, step S840 may proceed.

In step S840, the processor 530 sets the third advertisement content as the target advertisement content based on the advertisement material information. The third advertising content may be the same as at least one advertisement content belonging to the aforementioned third advertising creative group, or a version obtained by the processor 530 modifying, processing, or editing at least one advertising content belonging to the third advertising creative group. can

9 illustrates the third advertisement content C1 exposed in the band banner area displayed on the display of the user terminal 400, and FIG. 10 illustrates the third advertisement content C1 exposed in the front banner area displayed on the display of the user terminal 400. Advertisement content C2 is exemplified. The third advertisement contents C1 and C2 include first advertisement areas c11 and c21 in which sales product information of the live shopping broadcast is displayed. The third advertisement content (C2) may further include a second advertisement area (c22) into which at least one image frame (P) of the recorded video of the live shopping broadcast is inserted. At this time, one of the first advertisement area c21 and the second advertisement area c22 may be exposed in a form overlapping with the other, or may be exposed in a form that is alternately displayed with a time difference.

In step S850, the processor 530 provides the target advertising content C1 to the user terminal 400. When the real-time viewing history of the user terminal 400 for the live shopping broadcast is confirmed from the terminal information collected from the user terminal 400, the processor 530 determines the advertisement medium (AM#n) accessed by the user terminal 400. ), the target advertisement content C1 may be delivered. Accordingly, the target advertising content C1 is exposed to the user by being reproduced by the user terminal 400 .

On the other hand, when the real-time viewing history of the user terminal 400 for live shopping broadcasting is not confirmed from the terminal information collected from the user terminal 400, the real-time viewing history for live shopping broadcasting (or purchase history for sale products) The user purchase propensity of another user terminal with the user terminal 400 is compared with the user purchase propensity of the user terminal 400, and when the degree of similarity between the two is equal to or greater than a reference value, the user terminal 400 may be provided with the third advertising content.

In step S860, the processor 530 determines whether a reaction event has occurred in the user terminal 400 with respect to the target advertisement contents C1 and C2. When the value of step S860 is “yes”, step S870 may be performed.

In step S870, the processor 530 provides the user terminal 400 with a related web page corresponding to the reaction event.

11 is a flowchart illustrating an advertisement management method according to a fourth embodiment of the present invention by way of example. The advertisement management method according to the fourth embodiment may be executed in parallel with at least one of the first to third embodiments.

Referring to FIG. 11 , in step S1110, the processor 530 collects real-time viewer information of the live shopping broadcast every predetermined time. Real-time viewer information is terminal information collected for each user terminal that has a history of accessing an advertising medium (AM#n) linked to live shopping broadcasting at least once before broadcasting starts and/or during broadcasting of live shopping broadcasting, or is being accessed. (eg, ADID, IDFA, user cookie, etc.) and/or information estimated through analysis of terminal information. The terminal information may include item(s) related to live shopping broadcasting, such as whether or not the live shopping broadcast was watched through the corresponding user terminal, viewing time, whether or not a product was purchased, as well as the user's gender, interests, It may include at least one of personal items such as past product purchase history.

In step S1120, the processor 530 determines an advertisement performance score for the live shopping broadcast based on the real-time viewer information. In step S1130, the processor 530 determines purchasing propensity for each viewer based on the real-time viewer information. Specifically, the processor 530 determines at least one of the performance measurement indicators at each predetermined time, and indicates an advertisement effect according to the above-described embodiments based on each determined performance measurement indicator (or a change thereof). An advertisement performance score as a representative value can be calculated. For example, examples of performance measurement indicators include the number of viewers inflow of live shopping broadcasting through advertising media (AM#n), viewing time per viewer, number of purchases per viewer, and the like, and the advertising performance score is the value of any one of these performance measurement indicators. Alternatively, it can represent a weighted sum of two or more performance metrics. Purchase propensity by viewer classifies products sold in live shopping broadcasts and/or a list of past purchase products of viewers by personalized items (e.g., hobbies, residences, occupations, genders, age groups) that constitute the viewer's personal identification information, and It can be numerically analyzed and determined through the matching process.

In step S1140, the processor 530 determines, based on the broadcast information, whether the live shopping broadcast has ended. If the value of step S1140 is “yes”, it may proceed to step S1150. When the value of step S1140 is "No", it may return to step S1110.

In step S1150, the processor 530 extracts an image frame at a point in time when the maximum advertisement performance score is determined from the recorded video of the live shopping broadcast. In step S1140, additional video frames may be further extracted according to a predetermined frame rate from not only a single video frame at the corresponding viewpoint, but also a video section corresponding to a predetermined time interval around the corresponding viewpoint. The recorded video may be directly recorded in the information storage unit 520 by the processor 530 during real-time streaming of the live shopping broadcast, or may be collected from the advertiser terminal 100 or the ad network 200 after the broadcast ends. . At least one image frame P inserted into the second advertisement area c22 of the third advertisement content described above with reference to FIG. 8 may be extracted in step S1140.

Meanwhile, the advertisement management device 500 may measure (calculate) a purchase contribution for products sold in the live shopping broadcast for each advertisement medium linked to the live shopping broadcast. At least one of a measurement tool self-developed by an advertiser and a third party tracking tool may be used to measure purchase contribution. Examples of third-party tracking tools include adbrix, AppsFlyer, and Branch.

The measurement tool may be installed in the advertisement management apparatus 500 in the form of a program or may be installed in another external device to provide the result value (purchase contribution) to the advertisement management apparatus 500 . The measurement tool collects data (eg, user terminal log information) on each user's purchase journey over the period of advertising for sale products of live shopping broadcasting (eg, from a specific time before the broadcast starts to a specific time after the broadcast ends). By collecting/monitoring, the purchase conversion information for each user exposed to the advertising content of the product for sale through the advertising medium (AM#n) is directly or indirectly provided to the advertisement management device 500 through the advertising medium (AM#n). can do. An application program interface (API) may be used to transfer the purchase conversion information. Purchase conversion information is information on the conversion from a valid response (eg, click) to an actual purchase (or membership registration for a website of a product sold) after a user's valid response (eg, click) is detected (eg, purchase amount, purchase amount, effective time required from reaction to conversion, etc.). The advertisement management apparatus 500 may use a resultant value, such as a weighted sum of items of purchase conversion information associated with the advertisement medium AM#n, as a purchase contribution of the advertisement medium AM#n. Also, the advertisement management device 500 may use the purchase contribution of the advertisement medium (AM#n) as one of the performance measurement indicators used to calculate the advertisement performance score. Alternatively, the advertisement management device 500 may map purchase conversion information for each user with attribute information of a corresponding product to be sold, and may be used to increase analysis accuracy of purchase propensity for each user.

The present invention is not limited to the specific embodiments and application examples described above, and various modifications can be made by those skilled in the art without departing from the gist of the present invention claimed in the claims. Of course, these modified implementations should not be understood separately from the technical spirit or perspective of the present invention.

In particular, the components implementing the technical features of the present invention included in the block diagrams and flowcharts shown in the accompanying drawings represent the logical boundaries between the components. However, according to an embodiment of software or hardware, the illustrated components and their functions are executed in the form of independent software modules, monolithic software structures, codes, services, and combinations thereof, and may execute stored program codes, instructions, and the like. Since functions may be implemented by being stored in a medium executable on a computer having a processor, all of these embodiments should also be regarded as falling within the scope of the present invention.

Accordingly, although the accompanying drawings and description thereof describe technical features of the present invention, they should not be simply inferred unless a specific arrangement of software for implementing these technical features is explicitly mentioned. That is, various embodiments described above may exist, and since such embodiments may be partially modified while retaining the same technical characteristics as the present invention, this should also be regarded as falling within the scope of the present invention.

In addition, in the case of a flow chart, although operations are depicted in a specific order, this is shown in order to obtain the most desirable results, and such operations must be executed in a specific sequence or sequential order shown or all illustrated operations must be executed. It should not be understood as what it should be. In certain cases, multitasking and parallel processing can be advantageous. In addition, the separation of various system components in the embodiments described above should not be understood as requiring such separation in all embodiments, and the described program components and systems are generally integrated together in a single software product or in multiple software products. It should be understood that it can be packaged.

10: Advertising system
100: advertiser terminal 200: ad network
300: publisher 400: user terminal
500: advertisement management device 510: communication unit
520: information storage unit 530: processor

Claims (17)

Collecting broadcasting information and advertising material information of live shopping broadcasting from an advertiser terminal;
identifying a broadcasting transmission situation of the live shopping broadcasting based on the broadcasting information;
In response to the user terminal accessing the advertisement medium linked to the live shopping broadcast, setting target advertisement contents related to products for sale of the live shopping broadcast using the advertisement material information according to the identified broadcast transmission situation. ; and
providing the target advertising content to the user terminal through the advertising medium;
Characterized in that it includes,
How to manage ads.
According to claim 1,
The step of setting the target advertising content,
When the user terminal accesses the advertising medium before broadcasting of the live shopping broadcasting starts, setting first advertising content as the target advertising content,
The first advertising content,
Characterized in that it comprises a first advertisement area in which information on products for sale of the live shopping broadcast is displayed, and a second advertisement area in which a countdown timer indicating a change in remaining time until broadcasting start of the live shopping broadcast is displayed.
How to manage ads.
According to claim 2,
The step of setting the target advertising content,
Based on the remaining time until the start of broadcasting of the live shopping broadcast, the size ratio between the first advertisement area and the second advertisement area is adjusted.
How to manage ads.
According to claim 2,
The step of setting the target advertising content,
Based on the remaining time until the start of broadcasting of the live shopping broadcast, the rolling transition time between the first advertisement area and the second advertisement area is adjusted.
How to manage ads.
According to claim 1,
The step of setting the target advertising content,
When the user terminal accesses the advertising medium while the live shopping broadcast is in progress, setting second advertising content as the target advertising content,
The second advertisement content,
Characterized in that it comprises a first advertisement area in which information on sales products of the live shopping broadcast is displayed, and a second advertisement area in which streaming video of the live shopping broadcast is displayed.
How to manage ads.
According to claim 1,
The step of setting the target advertising content,
When the user terminal accesses the advertising medium after the broadcast of the live shopping broadcast ends, setting third advertising content as the target advertising content,
The third advertisement content,
Characterized in that it comprises a first advertisement area displaying sales product information of the live shopping broadcast, and a second advertisement area in which at least one image frame of a recorded video of the live shopping broadcast is inserted.
How to manage ads.
According to claim 6,
determining an advertisement performance score every predetermined time when the live shopping broadcast is being broadcasted;
Including more,
The step of setting the target advertising content,
Characterized in that, from the recorded video of the live shopping broadcast, an image frame at the time when the maximum advertising performance score is determined is extracted and inserted into the third advertising content.
How to manage ads.
According to claim 7,
The advertising performance score,
Characterized in that one or a weighted sum of two or more of the number of viewers inflow of the live shopping broadcast, viewing time per viewer, and number of purchases per viewer,
How to manage ads.
According to claim 6,
The step of providing the target advertising content,
Characterized in that, when the real-time viewing history for the live shopping broadcast is confirmed from the user terminal, the third advertisement content is provided to the user terminal.
How to manage ads.
According to claim 6,
The step of providing the target advertising content,
Comparing a similarity between a user purchasing propensity of the user terminal and a user purchasing propensity of another user terminal having a real-time viewing history of the live shopping broadcast, when the real-time viewing history of the live shopping broadcast from the user terminal is not confirmed. ; and
providing the third advertising content to the user terminal when the similarity is greater than or equal to a reference value;
Characterized in that it includes,
How to manage ads.
According to claim 1,
In response to a response event of the user terminal to the target advertisement content, a first web page serving an interface for purchasing the sale product, a second web page serving a streaming video of the live shopping broadcast, and the live shopping providing the user terminal with one of third web pages providing a recorded video service;
Characterized in that it further comprises,
How to manage ads.
A computer-readable recording medium in which a program executing the advertisement management method according to any one of claims 1 to 11 is recorded.
a communication unit that collects broadcasting information and advertising material information of live shopping broadcasting registered by the advertiser terminal;
an information storage unit to store the broadcasting information and the advertising material information; and
a processor identifying a broadcasting transmission situation of the live shopping broadcasting based on the broadcasting information;
including,
the processor,
In response to the user terminal accessing the advertising medium linked to the live shopping broadcast, according to the identified broadcast transmission situation, using the advertising material information to set target advertising content related to the sale product of the live shopping broadcast;
Characterized in that it is configured to provide the target advertising content to the user terminal through the advertising medium.
Advertising management device.
According to claim 13,
the processor,
When the user terminal accesses the advertising medium before broadcasting of the live shopping broadcasting starts, configured to set first advertising content as the target advertising content,
The first advertising content,
Characterized in that it comprises a first advertisement area in which information on products for sale of the live shopping broadcast is displayed, and a second advertisement area in which a countdown timer indicating a change in remaining time until broadcasting start of the live shopping broadcast is displayed.
Advertising management device.
According to claim 13,
the processor,
When the user terminal accesses the advertising medium while the live shopping broadcast is broadcasting, second advertising content is configured to be set as the target advertising content,
The second advertisement content,
Characterized in that it comprises a first advertisement area in which information on sales products of the live shopping broadcast is displayed, and a second advertisement area in which streaming video of the live shopping broadcast is displayed.
Advertising management device.
According to claim 13,
the processor,
When the user terminal accesses the advertising medium after broadcasting of the live shopping broadcasting ends, configured to set third advertising content as the target advertising content,
The third advertisement content,
Characterized in that it comprises a first advertisement area displaying sales product information of the live shopping broadcast, and a second advertisement area in which at least one image frame of a recorded video of the live shopping broadcast is inserted.
Advertising management device.
According to claim 16,
the processor,
When the real-time viewing history of the live shopping broadcast from the user terminal is not confirmed, comparing a similarity between a user purchasing propensity of the user terminal and a user purchasing propensity of another user terminal having a real-time time history of the live shopping broadcast,
Characterized in that, when the similarity is greater than or equal to a reference value, configured to provide the third advertising content to the user terminal.
Advertising management device.

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