KR20240059493A - Advertising progress sever, system for progress of advertising service and method thereof - Google Patents

Abstract

The present invention relates to an advertising hosting server, an advertising service hosting system, and a method thereof. In the advertising service hosting method performed by an advertising hosting server that provides advertising information through a media channel, a) an individual operating through the media channel Receiving profile information for participating in an advertising service from at least one creator terminal that uploads video content to a channel; b) extracting media features according to a preset classification model for video content for each creator terminal and classifying the extracted media features into categories; c) receiving advertising campaign information about an advertising target from at least one advertiser terminal and generating an advertising information list; d) performing advertisement matching between the advertiser terminal and the creator terminal using an advertising campaign management algorithm; e) collecting advertising effect information through media activity information on video content reflecting advertising information based on the result of the advertising matching and marketing tracking settings for the advertising information; and f) setting compensation information by reflecting the media activity information and advertising effect information in a preset compensation policy, wherein the advertising campaign management algorithm sets the media characteristics and advertising campaign based on the advertising information list. The ad suitability between information is calculated, a recommendation list is created by priority according to the ad suitability and provided to the creator terminal, and when the advertisement progress consent information of the creator terminal and advertiser terminal is received, mutual ad matching is completed.

Description

Advertising server, advertising service progress system and method {ADVERTISING PROGRESS SEVER, SYSTEM FOR PROGRESS OF ADVERTISING SERVICE AND METHOD THEREOF}

The present invention relates to an advertising hosting server, an advertising service hosting system, and a method thereof.

Recently, websites providing video content services such as UCC (User Created Contents) have become widely active through communication networks such as the Internet. Previously, mass media such as TV, newspapers, radio, and magazines were used to convey information unilaterally to an unspecified number of people, but with the development of information and communication technology, two-way communication using the Internet and smartphones has become possible. With the advent of new media, one-person media is developing.

Here, one-person media is a new form of communication platform that allows individuals to directly produce and share various contents as a medium for transmitting information, and refers to a new form of communication channel. As the market for solo video creators or creators grows, a new industry is emerging that supports and distributes video production and generates profits through various channels.

This one-person media industry is developing in the form of Multi-Channel Networks (MCN) and provides internet-based video content platforms such as YouTube, Afreeca TV, and Twitch. In Korea, there are YouTube, Afreeca TV, Daum TV Pot (or Kakao TV), and V Live, and there are also many small Internet private broadcasters.

Creators are an occupation that produces creative video content, uploads it to video content platforms such as YouTube, secures subscribers, and shares advertising revenue with video content platform operators. These creators are eliciting an explosive response from the 1020 generation by turning content into areas that were not covered or difficult to cover in terrestrial broadcasting, such as mukbang (eating broadcast), game broadcasting (game broadcasting), beauty, and cooking broadcasting (cooking broadcasting).

Video content platform operators are emerging as a new industry by discovering and supporting promising creators or collaborating with famous creators to generate revenue through various advertisements and distribution. Recently, the business area has been expanded to create added value such as manufacturing MD products, opening online shopping malls, and entertainment.

As an environment is created where anyone can freely create, distribute, and consume video content without restrictions, the number of creators and channels is increasing exponentially.

There are many ways for creators to generate revenue, which can be broadly divided into direct revenue and indirect revenue through content. Direct profits through content are made by inserting advertisements into the content uploaded by the creator and making profit solely from the content. Indirect revenue is additional revenue that can be derived from the act of uploading content. Indirect profits include brand collaboration, indirect advertising, licensing, original content, model fees, and appearance fees.

However, if creators insert advertisements that do not fit their schedule information or the contents of the content, viewer backlash may increase or viewers may drop out. Meanwhile, from the advertiser's perspective, it is not easy to find creators appropriate for product advertisements, and advertising costs may increase if they rely on famous creators to request advertisements, and if the context of the content and advertisement information do not match, the product exposed in the advertisement may be damaged. A problem arises in which risk-bearing costs increase as awareness of the product worsens or purchases are not made in proportion to the number of exposures.

In order to solve the above-mentioned problems, the purpose of the present invention is to perform advertisement matching between the creator terminal and the advertiser terminal so that advertisement information suitable for the creator's media characteristics can be reflected in the content according to an embodiment of the present invention.

However, the technical challenge that this embodiment aims to achieve is not limited to the technical challenges described above, and other technical challenges may exist.

As a technical means for achieving the above-described technical problem, an advertising service progression system according to an embodiment of the present invention is an advertising service progression system that provides advertising information through a media channel, and includes a personal channel operated through the media channel. At least one creator terminal that uploads video content to; At least one advertiser terminal that performs an advertising request by providing advertising campaign information about the advertising target; And extracting media features and classifying them into categories according to a preset classification model for the video content for each creator terminal, generating an advertisement information list when the advertisement campaign information is received, and using an advertisement campaign management algorithm to and an advertisement processing server that performs advertisement matching between the creator terminal, collects the media activity information and advertisement effect information based on the results of the advertisement matching, and sets compensation information according to the compensation policy, wherein the advertisement campaign manifold The Jing algorithm calculates advertising suitability between the media features and advertising campaign information based on the advertising information list, generates a recommendation list according to priority according to the advertising suitability, and provides it to the creator terminal, and the creator terminal and advertiser When the terminal's advertisement consent information is received, mutual advertisement matching is completed.

An advertising service processing method according to another embodiment of the present invention is an advertising service processing method performed by an advertising hosting server that provides advertising information through a media channel, a) to a personal channel operated through the media channel. Receiving profile information for participating in an advertising service from at least one creator terminal that uploads video content; b) extracting media features according to a preset classification model for video content for each creator terminal and classifying the extracted media features into categories; c) receiving advertising campaign information about an advertising target from at least one advertiser terminal and generating an advertising information list; d) performing advertisement matching between the advertiser terminal and the creator terminal using an advertising campaign management algorithm; e) collecting advertising effect information through media activity information on video content reflecting advertising information based on the result of the advertising matching and marketing tracking settings for the advertising information; and f) setting compensation information by reflecting the media activity information and advertising effect information in a preset compensation policy, wherein the advertising campaign management algorithm sets the media characteristics and advertising campaign based on the advertising information list. The ad suitability between information is calculated, a recommendation list is generated by priority according to the ad suitability and provided to the creator terminal, and when the advertisement progress consent information of the creator terminal and advertiser terminal is received, mutual ad matching is completed.

In addition, the advertising server according to another embodiment of the present invention provides advertising information through a media channel, and includes a creator terminal and an advertiser who upload video content to a personal channel operated through the media channel. A memory in which a program for performing an advertising service process between terminals is recorded; and a processor for executing the program, wherein the processor receives profile information for participating in an advertising service from the creator terminal by executing the program, and preset information for video content for each creator terminal. Extracts media features according to a classification model, classifies the extracted media features into categories, receives advertising campaign information about the advertising target from multiple advertiser terminals, generates an advertising information list, and uses an advertising campaign management algorithm. After performing advertisement matching between the advertiser terminal and the creator terminal, advertising effect information is collected through media activity information on video content reflecting advertisement information based on the result of the advertisement matching and marketing tracking settings for the advertisement information, , Set compensation by reflecting the media activity information and advertising effect information in a preset compensation policy, and the advertising campaign management algorithm calculates advertising suitability between the media characteristics and advertising campaign information based on the advertising information list, and , A recommendation list is generated by priority according to the ad suitability and provided to the creator terminal, and when the advertisement progress consent information of the creator terminal and the advertiser terminal is received, mutual advertisement matching is completed.

According to the above-described means for solving the problem of the present invention, advertising information suitable for the creator's schedule information or video context can be recommended, and as a result, viewers who watch content reflecting the advertising information can naturally view the advertising information, so that the advertising target Potential purchasing power can be improved by inducing viewers' responses or stimulating their curiosity, and it can help creators generate profits.

In addition, the present invention enables marketing of the advertising target through content where the advertising target can be naturally exposed by matching the appropriate creator to the brand name or marketing of the advertising target from the advertiser's perspective, thereby increasing the purchase expectations of potential customers. It can be increased, and efficient advertising cost spending is possible by paying the advertising amount according to the advertising effect.

1 is a diagram illustrating the configuration of an advertising service processing system according to an embodiment of the present invention.
FIG. 2 is a diagram explaining the configuration of the advertisement hosting server of FIG. 1.
Figure 3 is an operation flowchart showing a method of performing an advertising service according to an embodiment of the present invention.
Figure 4 is an example diagram illustrating an interface screen for inputting profile information according to an embodiment of the present invention.
Figure 5 is an example diagram illustrating an interface screen for entering advertising campaign information according to an embodiment of the present invention.
Figure 6 is an example diagram illustrating the matching rate calculation process of the advertising campaign management algorithm according to an embodiment of the present invention.
Figure 7 is an example diagram illustrating a process for calculating advertisement suitability of an advertising campaign management algorithm according to an embodiment of the present invention.
Figure 8 is an example diagram illustrating a recommendation list according to advertisement suitability in Figure 7.
Figure 9 is an example diagram illustrating the results of advertisement matching through an advertisement campaign management algorithm according to an embodiment of the present invention.
Figure 10 is an example diagram explaining video content reflecting advertising information according to an embodiment of the present invention.
Figure 11 is a diagram illustrating a review process before uploading video content reflecting advertising information according to an embodiment of the present invention.
Figure 12 is an example diagram explaining the marketing tracking setting function according to an embodiment of the present invention.

Below, with reference to the attached drawings, embodiments of the present invention will be described in detail so that those skilled in the art can easily implement the present invention. However, the present invention may be implemented in many different forms and is not limited to the embodiments described herein. In order to clearly explain the present invention in the drawings, parts unrelated to the description are omitted, and similar parts are given similar reference numerals throughout the specification.

Throughout the specification, when a part is said to be "connected" to another part, this includes not only the case where it is "directly connected," but also the case where it is "electrically connected" with another element in between. . In addition, when a part is said to "include" a certain component, this means that it does not exclude other components, but may further include other components, unless specifically stated to the contrary, and one or more other features. It should be understood that it does not exclude in advance the presence or addition of numbers, steps, operations, components, parts, or combinations thereof.

In this specification, a terminal may be a wireless communication device that guarantees portability and mobility, and may be any type of handheld-based wireless communication device such as a smart phone, tablet PC, or laptop, for example. there is. Additionally, the terminal may be a wired communication device such as a PC that can connect to another terminal or server through a network. In addition, a network refers to a connection structure that allows information exchange between nodes such as terminals and servers, including a local area network (LAN), a wide area network (WAN), and the Internet (WWW). : World Wide Web), wired and wireless data communication networks, telephone networks, and wired and wireless television communication networks.

Examples of wireless data communication networks include 3G, 4G, 5G, 3GPP (3rd Generation Partnership Project), LTE (Long Term Evolution), WIMAX (World Interoperability for Microwave Access), Wi-Fi, Bluetooth communication, infrared communication, and ultrasound. This includes, but is not limited to, communication, Visible Light Communication (VLC), LiFi, etc.

The following examples are detailed descriptions to aid understanding of the present invention and do not limit the scope of the present invention. Accordingly, inventions of the same scope and performing the same function as the present invention will also fall within the scope of rights of the present invention.

Hereinafter, an embodiment of the present invention will be described in detail with reference to the attached drawings.

1 is a diagram illustrating the configuration of an advertising service processing system according to an embodiment of the present invention.

Referring to FIG. 1, the advertising service processing system includes, but is not limited to, n creator terminals 200, m advertiser terminals 300, and an advertising processing server 100.

The creator terminal 200 operates at least one personal channel on media channels provided by video content platforms such as YouTube, Naver TV, Afreeca TV, and Twitch, and creates and uploads video content to the personal channel. This creator terminal 200 provides profile information for participating in advertising services to the advertising server 100, and receives compensation based on media activity information for video content reflecting advertising information and a preset compensation policy. do.

The advertiser terminal 300 provides advertising campaign information on advertising targets such as products and games to the advertising processing server 100 to perform an advertising request, and based on the advertising effect information and compensation policy of the requested advertising target, the creator Compensation is paid to the terminal 200. This advertiser terminal 300 can measure advertising effectiveness information through marketing tracking settings for the advertising target.

At this time, an advertising campaign is a series of advertising messages that share a single idea and topic that constitutes integrated marketing communication (IMC). Advertising campaigns utilize various media channels and target identified audiences during a specific advertising period.

The advertiser terminal 300 uses a marketing tracking setting function to measure and optimize advertising campaigns and build targets using tracking codes. Accordingly, the advertiser terminal 300 measures an indicator of how many viewers are introduced through the advertisement and how much the imported viewers actually contribute to sales, using advertisement effect information. Advertising effectiveness information allows you to derive important indicators such as advertising return or conversion rate for individual advertising units.

The advertising processing server 100 extracts media features from the video content for each creator terminal and classifies them into categories according to a preset classification model, generates an advertising information list when advertising campaign information is received, and uses an advertising campaign management algorithm. This performs advertisement matching between the advertiser terminal and the creator terminal. In addition, the advertising server 100 collects media activity information and advertising effect information based on the results of advertising matching, calculates compensation according to the compensation policy, that is, advertising amount, and provides compensation between the creator terminal 200 and the advertiser terminal 300. Ensure that advertising amounts are settled.

Meanwhile, video content that reflects advertising information can be referred to as 3rd party (hereinafter referred to as third party) advertising content. The first party may be an advertiser, the second party may be a buyer or viewer, and the third party may be a platform operator that can upload content between the first and second parties.

FIG. 2 is a diagram explaining the configuration of the advertisement hosting server of FIG. 1.

Referring to FIG. 2, the advertising server 100 includes a communication module 110, a memory 120, a processor 130, a database 140, and a display module 150.

The communication module 110 provides a communication interface necessary for the advertising server 100 to provide transmission and reception signals to the creator terminal 200 and the advertiser terminal 300 in the form of packet data in conjunction with a communication network.

Here, the communication module 110 may be a device that includes hardware and software necessary to transmit and receive signals such as control signals or data signals through wired or wireless connections with other network devices.

The memory 120 records a program for performing an advertising service process. Additionally, the memory 120 functions to temporarily or permanently store data processed by the processor 130. Here, the memory 120 may include volatile storage media or non-volatile storage media, but the scope of the present invention is not limited thereto.

The processor 130 executes a program to perform an advertising service method, thereby carrying out the entire process so that an advertising service is provided through video content reflecting real-time advertising information through advertising matching between the creator terminal 200 and the advertiser terminal 300. Control. Each operation performed by the processor 130 will be examined in more detail later.

Here, the processor 130 may include all types of devices that can process data, such as a processor. Here, 'processor' may mean, for example, a data processing device built into hardware that has a physically structured circuit to perform a function expressed by code or instructions included in a program. Examples of data processing devices built into hardware include a microprocessor, central processing unit (CPU), processor core, multiprocessor, and application-specific integrated (ASIC). circuit) and processing devices such as FPGA (field programmable gate array), but the scope of the present invention is not limited thereto.

The database 140 stores data accumulated while performing an advertising service process. For example, the database 140 may store profile information, advertising campaign information for each advertiser terminal, media feature information for each creator terminal, information on the results of advertisement matching, etc.

The display module 150 outputs an interface screen for inputting profile information or advertising campaign information under the control of the processor 130, and outputs advertising analysis results and compensation settlement results according to the results of advertising matching.

Figure 3 is an operation flowchart showing a method of performing an advertising service according to an embodiment of the present invention, Figure 4 is an example diagram illustrating an interface screen for entering profile information according to an embodiment of the present invention, and Figure 5 is This is an example diagram explaining an interface screen for entering advertising campaign information according to an embodiment of the present invention.

Referring to FIG. 3, when the creator terminal 200 receives profile information including schedule information for advertisement posting, desired advertisement target information, and desired compensation information (S1), the advertisement processing server 100 sends the corresponding creator terminal ( 200) collects media activity information about video content uploaded in real time through a video content platform (S2).

As shown in FIG. 4, the creator terminal 200 can set the branded content price, native content price, video reuse copyright price, and desired advertising product. The branded advertising policy provided by the advertising server 100 is an active advertising form that exposes more than 33% of the total video length to naturally expose the brand name and points that the advertiser considers to be the advantages of the product/service. Native advertising policy is a more active form of advertising than PPL. It is a video format in which approximately 10% of the total video length is exposed and the brand name and advertiser are naturally exposed while mentioning the advantages of the product/service once or twice.

The creator terminal 200 can select an advertising policy that fits the context of the video content it wants to produce and request a copyright for reuse of the video content in which the advertising information is reflected.

The advertising server 100 extracts media characteristics of video content uploaded to personal channels using a classification model based on machine learning and automatically classifies them into predefined categories (S3).

Video content includes channel information, basic video information (thumbnail, title, ID, etc.), video context information (audio, video, image, etc.), target audience information (viewer age or gender, etc.), and viewing information (number of views, impressions, likes). /Contains raw data including number of dislikes, number of viewers, viewer retention rate, number of clicks per impression, etc.) This raw data includes natural language data such as audio, video, images, metadata, titles, and description tags.

Therefore, the classification model uses topic modeling algorithms, including TF-IDF (Term Frequency—Inverse Document Frequency), LDA (Latent Dirichlet Allocation, LDA), or hLDA (Hierarchical LDA), to measure frequencies higher than the preset frequency in the raw data. Extract words as media features. In addition to topic modeling algorithms, classification models can use keyword-based feature extraction algorithms such as stemming or lemmatization.

The classification model learns media features for predefined categories using media features extracted from numerous video contents on a media channel, and classifies the categories using media features extracted from the video content of the corresponding creator terminal.

The advertising server 100 receives advertising campaign information including the type, description, image, purpose, target audience, advertising budget, and schedule of the advertising target from the advertiser terminal 300 (S4).

As shown in Figure 5, the advertiser terminal 300 displays the type of advertisement target, name of advertisement target, advertisement target introduction, advertisement target image, advertisement target detailed description, target customer information of advertisement target, advertisement purpose, etc. through the interface screen. Enter the budget and schedule for the advertisement. At this time, the advertiser terminal 300 may additionally input reflections such as the advertisement effect period, that is, the advertisement posting schedule and the advertisement posting day.

Figure 6 is an example diagram explaining the matching rate calculation process of the advertising campaign management algorithm according to an embodiment of the present invention, and Figure 7 is a diagram illustrating calculating the advertisement suitability of the advertising campaign management algorithm according to an embodiment of the present invention. This is an example diagram explaining the process, and FIG. 8 is an example diagram explaining the recommendation list according to the ad suitability of FIG. 7. Figure 9 is an example diagram illustrating the results of advertisement matching through an advertisement campaign management algorithm according to an embodiment of the present invention.

The advertising processing server 100 performs an advertising matching function between the creator terminal 200 and the advertiser terminal 300 by performing an advertising campaign management algorithm.

First, the advertising campaign management algorithm classifies advertising campaign information into predefined keyword-based advertising categories, and assigns media features classified by category to the classified advertising categories, so that the area where media features are assigned to all advertising categories is divided. Calculate the matching rate.

For example, as shown in Figure 6, advertising categories can be classified into snacks, diet belts, camera apps, coffee, beer apps, games, beauty, etc., and the media characteristics of video content produced by a specific creator are This could be food, vlogging, sound-centered, work life, mid- to low-end buyers, golf, yoga, etc. Creators produce video content using a variety of materials, so media characteristics can be classified into at least one category.

The advertising campaign management algorithm can calculate the matching rate using the number of allocated areas ('○') and unassigned areas ('X'), the weight assigned to the desired advertising target information of the creator terminal 200, etc. there is. Here, the matching rate may reflect the degree to which the creator terminals 200 accept participation in the advertising service process. In other words, the matching rate reflects complex factors depending on the extent to which advertising proposals are accepted/rejected during a certain period of time, how much time has passed since the previous advertising service was performed, and whether famous brands are preferred.

As shown in FIG. 7, the advertising campaign management algorithm calculates expected viewing information (expected number of views/expected number of impressions) for video content reflecting advertising information based on viewing information for video content, and then calculates the matching rate and After calculating ad suitability based on expected viewing information, the rankings of creators are sorted according to the calculated ad suitability.

At this time, as shown in Figure 6, advertisement suitability is calculated using machine learning through accumulated data on 'which advertisement category' has been matched with 'the creator with the media characteristics for which content'. For example, advertising suitability can be expressed by dividing it into numerical or level categories to determine how good the advertising effect will be when carrying out a specific advertising content. A creator terminal is expected to have the 'best' level of advertising effectiveness when running B advertising campaign. It becomes. It can be expressed that the advertising effectiveness guarantee rate is expected to be 80%.

By using the media characteristics of the plurality of creator terminals 200, Creator 1, which is most suitable for video context, channel information, country, search influence, description, topic category, etc. for a specific product, can be selected as the highest priority.

Referring to FIG. 3 again, when the advertisement matching between the creator terminal 200 and the advertiser terminal 300 is completed through the advertisement campaign management algorithm, the advertisement processing server 100 creates a recommendation list according to the priority of advertisement suitability. Transmitted to the creator terminal 200 (S6).

As shown in FIG. 8, the creator terminal 200 can select accept/reject to participate in the progress of at least one advertisement service among advertisements 1 to 5 through the recommendation list.

Meanwhile, if advertisement matching using the advertisement campaign management algorithm fails, the advertisement processing server 100 matches the advertisement schedule to the creator terminal 200 based on the advertisement schedule of the desired advertisement target information or advertisement list information of the creator terminal 200. Estimated time information for providing a recommendation list may also be provided.

The advertising server 100 completes mutual advertisement matching when advertising consent information is received from the creator terminal 200 and the advertiser terminal 300 (S7). As shown in Figure 9, when matching with a creator terminal (or influencer) is successfully completed, review before video upload, advertisement transmission, advertisement effect report, and settlement can be performed smoothly by opening a campaign manager. Here, the campaign manager includes a user interface that allows influencers to conduct marketing using an advertising campaign management algorithm. Meanwhile, as SNS develops, influencers are people who have tens of thousands to hundreds of thousands of followers for each SNS channel and lead trends or influence others. Marketing using these influencers is called influencers. It is called ruancer marketing.

Figure 10 is an example diagram explaining video content reflecting advertising information according to an embodiment of the present invention, and Figure 11 is a diagram explaining a review process before uploading video content reflecting advertising information according to an embodiment of the present invention. .

When the creator terminal 200 for which advertisement matching has been completed creates and uploads preliminary video content reflecting the advertising information using the advertising campaign information, the advertising processing server 100 transmits the preliminary video content to the advertiser terminal 300 for review. Let it come true.

The creator terminal 200 can insert advertising information into its content in the following four types. The four types of ads include In-Video, which is an overlay ad that appears at the bottom of the video; In-Stream, which is an ad that is 30 seconds or less and is inserted before, during, or after the video plays; and next to the video or in a list of recommended videos. There is Banner, which is an advertisement that appears at the top of , and True View, which is an advertisement that allows users to skip the advertisement after watching a 5-second advertisement.

As shown in FIG. 10, the creator terminal 200 determines the portion of the entire video length to insert advertising information according to the video context and branded content/native content. Then, as shown in FIG. 11, preliminary video content reflecting advertising information is created by setting the video playback title, thumbnail, etc. (S8).

When the advertiser terminal 300 determines that the introduction or explanation of the advertisement target has been properly performed according to the advertisement purpose according to the advertisement campaign information, it transmits inspection completion information for the preliminary video content. The advertising processing server 100 transmits upload request information to the creator terminal 200 according to the inspection completion information, so that video content is uploaded to the media channel so that viewers, who are potential customers, can view advertising information through media activities ( S9).

If correction request information, such as an error part or an advantage highlighting part, is received from the advertiser terminal 300 for the preliminary video content, the correction request information is transmitted to the creator terminal 200 and the advertiser terminal 300 is sent within a preset number of times. A preliminary inspection procedure is performed between the creator terminal 200 and the creator terminal 200.

This review process of preliminary video content may be conducted at least once in advance to ensure that the creator's creative activities are not interrupted and the advertiser's reflections are appropriately included, but may be omitted depending on the channel characteristics or media characteristics of the creator terminal 200. It could be.

Referring to FIG. 3 again, the advertising server 100 may calculate advertising effect information for the relevant advertising information through a marketing tracking setting function in conjunction with the advertiser terminal 300 (S10). Advertising effectiveness information can be calculated through indicator analysis of the number of views/impressions for the advertising information insertion part of the entire video of video content uploaded according to a preset cycle, the number of viewers purchasing through advertising information, and the number of exposures to advertising information. there is.

Figure 12 is an example diagram explaining the marketing tracking setting function according to an embodiment of the present invention.

As shown in FIG. 12, the advertising server 100 checks whether the creator terminal 200 already has a marketing tracking setting function or whether to link the marketing tracking setting function. Marketing tracking settings allow you to measure and optimize advertising campaigns and build audiences using tracking codes embedded in websites, applications or advertising information.

The advertising processing server 100 collects advertising effect information and media activity information for advertising information, reflects the collected advertising effectiveness information and media activity information in the preset compensation policy, calculates the compensation amount, and communicates with the advertiser terminal 300. Compensation settlement is performed between the creator terminals 200 (S11). At this time, the advertising server 100 may calculate a variable compensation amount based on the advertising effect, but a preset designated compensation amount may be applied.

The advertising server 100 calculates compensation information received by the creator terminal 200 that participated in the advertising service in accordance with the compensation policy based on media activity information, excluding commissions or other advertising costs, and compensates based on advertising effect information. Payment compensation information of the advertiser terminal 300 that performed the advertisement request according to the policy is calculated. By providing the calculated receipt compensation information and payment compensation information to the creator terminal 200 and the advertiser terminal 300, compensation is made according to a pre-arranged payment method.

Meanwhile, steps S1 to S11 of FIG. 3 may be divided into additional steps or combined into fewer steps depending on the implementation of the present invention. Additionally, some steps may be omitted or the order between steps may be changed as needed.

The advertising service process method according to the embodiment of the present invention described above can also be implemented in the form of a recording medium containing instructions executable by a computer, such as a program module executed by a computer. Such recording media includes computer-readable media, which can be any available media that can be accessed by a computer and includes both volatile and non-volatile media, removable and non-removable media. Computer-readable media also includes computer storage media, both volatile and non-volatile implemented in any method or technology for storage of information such as computer-readable instructions, data structures, program modules, or other data. , includes both removable and non-removable media.

The description of the present invention described above is for illustrative purposes, and those skilled in the art will understand that the present invention can be easily modified into other specific forms without changing the technical idea or essential features of the present invention. will be. Therefore, the embodiments described above should be understood in all respects as illustrative and not restrictive. For example, each component described as single may be implemented in a distributed manner, and similarly, components described as distributed may also be implemented in a combined form.

The scope of the present invention is indicated by the claims described below rather than the detailed description above, and all changes or modified forms derived from the meaning and scope of the claims and their equivalent concepts should be construed as being included in the scope of the present invention. do.

100: Advertisement hosting server
110: communication module 120: memory
130: processor 140: database
150: display module

Claims (23)

In an advertising service progress system that provides advertising information through media channels,
At least one creator terminal that uploads video content to a personal channel operated through the media channel;
At least one advertiser terminal that performs an advertising request by providing advertising campaign information about the advertising target; and
Media features are extracted and classified into categories according to a preset classification model for the video content for each creator terminal, and when the advertising campaign information is received, an advertising information list is generated, and an advertising campaign management algorithm is used to communicate with the advertiser terminal. It includes an advertising server that performs advertising matching between creator terminals, collects media activity information and advertising effect information based on the results of the advertising matching, and sets compensation information according to the compensation policy,
The advertising campaign management algorithm is,
Based on the advertising information list, advertising suitability between the media features and advertising campaign information is calculated, a recommendation list is generated according to priority according to the advertising suitability and provided to the creator terminal, and advertising is performed on the creator terminal and advertiser terminal. An advertising service progress system that completes mutual advertising matching when consent information is received. According to claim 1,
The advertising server receives profile information for participating in the advertising service from the creator terminal, and the profile information includes schedule information for advertising posting, desired advertising target information, and desired compensation information,
The advertising campaign information includes the type, description, image, purpose, target audience, advertising budget, and schedule of the advertising target. According to claim 1,
The advertising server is,
Using a classification model based on machine learning, media characteristics of video content uploaded to personal channels are extracted and automatically classified into predefined categories.
The classification model learns media features for predefined categories using raw data including channel information, basic video information, video context information, target audience information, and viewing information of the video content, and media features from the video content. An advertising service progress system that extracts and classifies categories using the extracted media characteristics. According to claim 3,
The classification model uses a topic modeling algorithm, including TF-IDF (Term Frequency-Inverse Document Frequency), LDA (Latent Dirichlet Allocation, LDA), or hLDA (Hierarchical LDA), to identify frequencies higher than a preset frequency in the video content. An advertising service progression system that extracts words as media features. According to claim 1,
The advertising campaign management algorithm is,
Classifies the advertising campaign information into predefined keyword-based advertising categories, assigns media features classified by category to the classified advertising categories, and calculates a matching rate for the area where the media features are assigned to all advertising categories. , Based on the viewing information for the video content, expected viewing information for the video content reflecting the advertising information is calculated, and then advertising suitability is calculated based on the matching rate and expected viewing information. According to claim 5,
The advertising campaign management algorithm is,
An advertising service progress system that sets a weight for an advertisement category corresponding to the desired advertisement target information when the profile information includes desired advertisement target information. According to claim 1,
The advertising server is,
If the advertisement matching fails, the advertisement service progress system provides expected time information for providing a recommendation list matching the creator terminal based on the advertisement schedule of the advertisement list information or the desired advertisement target information of the profile information. . According to claim 1,
The advertising server is,
When the creator terminal for which the advertisement matching has been completed uploads preliminary video content reflecting the advertisement information using the advertisement campaign information, the preliminary video content is transmitted to the advertiser terminal,
An advertising service progress system that transmits upload request information to the creator terminal when inspection completion information for the preliminary video content is received from the advertiser terminal. According to claim 8,
The advertising server is,
When correction request information for the preliminary video content is received from the advertiser terminal, transmitting the modification request information to the creator terminal to proceed with a review procedure of the preliminary video content between the advertiser terminal and the creator terminal within a preset number of times In,advertising service progress system. According to claim 1,
The advertising server receives advertising effect information measured through marketing tracking settings for the advertising target from the advertiser terminal,
The advertising effect information is,
Calculated through indicator analysis of the number of views/impressions for the video area in which the advertising information is reflected among all videos of the video content, the number of viewers purchasing through the advertising information, and the number of exposures of the advertising information according to a preset cycle. , Advertising service progress system. In the advertising service process performed by an advertising server that provides advertising information through a media channel,
a) receiving profile information for participating in an advertising service from at least one creator terminal that uploads video content to a personal channel operated through the media channel;
b) extracting media features according to a preset classification model for video content for each creator terminal and classifying the extracted media features into categories;
c) receiving advertising campaign information about an advertising target from at least one advertiser terminal and generating an advertising information list;
d) performing advertisement matching between the advertiser terminal and the creator terminal using an advertising campaign management algorithm;
e) collecting advertising effect information through media activity information on video content reflecting advertising information based on the result of the advertising matching and marketing tracking settings for the advertising information; and
f) Setting compensation information by reflecting the media activity information and advertising effect information in the preset compensation policy,
The advertising campaign management algorithm is,
Based on the advertisement information list, the advertisement suitability between the media features and the advertising campaign information is calculated, a recommendation list is generated by priority according to the advertisement suitability and provided to the creator terminal, and advertisements are performed on the creator terminal and the advertiser terminal. A method of performing advertising services that completes mutual advertising matching when consent information is received. According to claim 11,
The profile information includes schedule information for posting advertisements, desired advertisement target information, and desired compensation information,
The advertising campaign information includes the type, description, image, purpose, target audience, advertising budget, and schedule of the advertising target. According to claim 12,
Before receiving the profile information, providing an interface screen for entering the profile information to the creator terminal,
Branded content that exposes advertising information including the brand name of the advertising target and introduction information of the advertising target during a preset video playback time (T1), and advertising information including the brand name of the advertising target and introduction information of the advertising target A method of conducting advertising services that sets desired compensation information according to the native content exposed during the video playback time (T2, T2<T1). According to claim 11,
The advertising effect information is,
Analysis of indicators for the number of views/impressions for the video area in which the advertising information is reflected among all videos of the video content, the number of viewers purchasing through the advertising information, and the number of exposures to the advertising information according to a preset cycle in conjunction with the advertiser terminal. How to proceed with advertising services, which is calculated through . According to claim 11,
In step b),
Using a classification model based on machine learning, keyword-based media features are extracted from video content uploaded to personal channels and automatically classified into predefined categories.
The classification model learns media features for predefined categories using raw data including channel information, basic video information, video context information, target audience information, and viewing information of the video content, and media features from the video content. A method of performing advertising services, which involves extracting and then classifying categories using the extracted media characteristics. According to claim 11,
The advertising campaign management algorithm is,
d-1) classifying the advertising campaign information into predefined keyword-based advertising categories;
d-2) allocating media features classified by category to the classified advertisement categories and calculating a matching rate for areas where the media features are assigned to all advertisement categories;
d-3) calculating expected viewing information for video content reflecting the advertising information based on viewing information for the video content, and then calculating advertisement suitability based on the matching rate and expected viewing information. How to proceed with advertising services. According to claim 16,
In step d-2),
When the profile information includes desired advertisement target information, a weight is set to an advertisement category corresponding to the desired advertisement target information. According to clause 16,
The advertising campaign management algorithm is,
d-4) If the advertisement matching fails, advertising service progress further includes providing expected time information for providing a recommendation list matching the creator terminal based on the advertisement schedule of the advertisement list information. method. According to claim 11,
In step d),
When the creator terminal for which the advertisement matching has been completed uploads preliminary video content reflecting the advertisement information using the advertisement campaign information, the preliminary video content is transmitted to the advertiser terminal,
When inspection completion information for the preliminary video content is received from the advertiser terminal, upload request information is transmitted to the creator terminal. According to claim 19,
In step d),
When correction request information for the preliminary video content is received from the advertiser terminal, transmitting the modification request information to the creator terminal to proceed with a review procedure of the preliminary video content between the advertiser terminal and the creator terminal within a preset number of times In, how to proceed with advertising services. According to claim 11,
In step f),
Based on the media activity information, calculate compensation information received by the creator terminal that participated in the advertising service in accordance with the compensation policy,
An advertising service proceeding method that calculates payment compensation information of an advertiser terminal that has performed an advertising request in accordance with the compensation policy based on the advertising effect information. According to claim 11,
After setting the compensation information,
When the advertising campaign information includes an advertising schedule, if reuse of the video content reflecting the advertising information is determined between the creator terminal and the advertiser terminal after the expiration of the advertising schedule, the copyright for video reuse of the video content is determined. How to proceed with advertising services, which involves setting compensation information. In the advertising server that provides advertising information through media channels,
a memory recording a program for performing an advertising service process between a creator terminal that uploads video content to a personal channel operated through the media channel and an advertiser terminal; and
Includes a processor for executing the program,
The processor, by executing the program,
When profile information for participating in an advertising service is received from the creator terminal, media features are extracted according to a preset classification model for video content for each creator terminal, and the extracted media features are classified into categories,
Generate an advertising information list by receiving advertising campaign information about the advertising target from a plurality of advertiser terminals,
After performing advertisement matching between the advertiser terminal and the creator terminal using an advertising campaign management algorithm, media activity information for video content reflecting advertising information based on the result of the advertising matching and marketing tracking settings for the advertising information are set. Collect advertising effectiveness information through
Compensation is set by reflecting the media activity information and advertising effect information in the preset compensation policy,
The advertising campaign management algorithm calculates an advertising suitability between the media feature and the advertising campaign information based on the advertising information list, generates a recommendation list according to priority according to the advertising suitability, and provides it to the creator terminal. An advertising server that completes mutual advertising matching when advertising consent information from the creator terminal and advertiser terminal is received.