RU2459256C2 - Method of displaying advertisement and system for realising said method - Google Patents

Abstract

FIELD: information technology.

SUBSTANCE: algorithm which takes into consideration the requirements of an advertiser and their advertisement campaign is determined. A system which takes requests from users for receipt of balance information using the USSD protocol, which manages selection of the advertising message based on the algorithm which takes into consideration requirements of the advertiser and their advertisement campaign and combines balance information and the advertising message into a single resulting message is used. The user is sent either in form of a USSD message or an SMS message, wherein the SMS is used to send the resulting message either if its length exceeds a set limit by the length of USSD messages in the given mobile network, or if a delivery error signal is received from a Signalling System No.7.

EFFECT: higher traffic of a mobile network operator on services associated with displayed advertisement.

17 cl, 2 dwg

Description

The invention relates to methods and systems for the provision of services used for the implementation of cellular communications, and in particular to methods and systems enabling an operator of a cellular network of the GSM / 3G format to include an advertising message in a message with information about a user's balance, selecting such a message taking into account profile characteristics user and advertiser requirements, and provide advertisers with a promotion channel with a high degree of personalization of advertising messages and, as a result, with a high level of response to advertising.

Mobile operators provide many free services. This is due either to legal restrictions (for example, in some countries, including the Russian Federation, under the Law on Communications, information about the state of the user's account balance should be provided free of charge) or the desire of operators to increase user loyalty. However, in order to implement these services, operators have to make significant investments and bear operating expenses (payment for traffic, rental of premises, technical support, etc.). Such a free service as requesting a balance on USSD, where USSD is a standardized way to request additional services on mobile networks, 3GPP TS 22.090, ETSI TS 123090, ETSI TS 124090, which allows you to set up a USSD session, generates significant traffic and is very popular among users.

The effectiveness of advertising on TV, radio, the Internet and other media channels is usually measured by the percentage of response (i.e. what percentage of users who saw the advertising message reacted in a predetermined way to it). To increase the effectiveness of advertising in this sense, the so-called targeting is used, when an advertising message is shown mainly to those viewers who are more likely to respond to this message.

In order to successfully sell a promotion channel to advertisers, you must be able to personalize advertising, that is, display advertising messages to users based on their age, gender, interests and other parameters. This is primarily due to the fact that advertisers want and are willing to pay for a response to an advertisement, and not just for the very opportunity to show their ads to anyone.

A known method of distributing advertising and informational messages, based on the use of the system for producing advertising mailings. (RF patent 2192049, IPC G09F 19/00, priority 12/26/2001, publ. 10/27/2002).

The disadvantage of this method is that advertising information messages are sent to users in an arbitrary manner, without taking into account their personal data (age, gender, interests, location, etc.), and they can arrive at the user at a time when he is not ready to respond on an advertising message. In addition, the user may be more interested in accruing a bonus for receiving an advertising message than in the content of this message itself, which also reduces the level of response to advertising.

A known method and system for the provision of advertising on mobile devices that allow you to insert advertising in a USSD message when requesting a balance (Application WO / 2007/134689, IPC G06Q 30/00, priority 05/18/2006, publ. 29.11.2007).

A disadvantage of the known method and system is that USSD phase 2 is used for their implementation, while the USSD session does not immediately end with the USSD center, and the system goes into standby mode from the user both in MSC (Mobile Switching Center - Mobile Switching Center) and in The radio subsystem of the operator is allocated resources for this session. Given that the balance request generates a significant amount of sessions in the operator’s network (for operators of the Russian Federation this is the largest service, in terms of the number of messages), this approach will cause a significant load on the network, which will not bring income to the operator. Even worse, such an approach can even lead to a drop in revenue from the operator’s basic services, such as voice and SMS, since the MSC and radio subsystem resources involved in advertising sessions will interfere with sending new SMS, as well as making and receiving voice calls (voice calls, SMS and USSD use the same resources both in the OKS-7 signaling network and in the GSM / 3G radio subsystem, as well as on the MSC). ОКС-7 - Common Signaling Channel No. 7, a standardized ITU (International Telecommunication Union) signaling system that connects elements of digital telecommunication networks.

A technical solution is known in which it is proposed to send an advertising message along with information about the balance of a pre-paid user, immediately after completing a call on a user's mobile phone, selected as a prototype (Application for invention of the USA 20090280772, IPC Н04М 11/00, priority 2008-05 -06, published 2009-11-12). Pre-paid users - users served on the principle of prepayment of services and payment for services rendered in real time.

A disadvantage of the known technical solution is that advertising messages can only be sent to pre-paid users, and for its implementation, the operator needs to additionally install and configure the IN platform in their network. IN (Intelligent Network) - a platform - additional equipment in the network of a cellular operator, used, inter alia, for real-time charging.

In addition, the user, accustomed to receiving information about the balance after the end of the call, can ignore some of these messages when this information is not relevant to him. And along with this, an advertising message that may interest him will be missed.

The objective of the claimed invention is to develop a method of providing advertising and a system for its implementation, allowing to send the user a resultant message combining balance information and an advertising message selected taking into account the user's personal data (age, gender, interests, location, etc.) and an algorithm that takes into account the requirements of the advertiser and his advertising campaign, in addition, allowing you to add a new way to promote advertising, increase traffic for services related to the displayed eklamoy, improve user response rates on advertising due to the personalization of advertising messages offered.

The problem is solved in that in the method of providing advertising, which includes the use of cellular networks of GSM / 3G format, information about the user profile and advertising message, selected either according to the profile of the user or his phone number, as well as messages with information about the balance the user, the selection of the advertising message is carried out according to an algorithm that takes into account the requirements of the advertiser and his advertising campaign, and use a system that accepts requests for information about the balance from users using USSD protocol, which controls the selection of an advertising message according to an algorithm that takes into account the requirements of the advertiser and his advertising campaign, and combines the balance information and the advertising message into a single result message sent to the user in the form of either a USSD message or SMS message, while SMS is used to send the resulting message, either if its length exceeds the set limit on the length of USSD messages in this mobile network, or in case of receiving a delivery error signal from the OKS-7 signaling network. The user profile can include information about the user's current location, obtained both with the help of additional equipment of the operator, for example, the LBS (Location Based Service) system, and with the help of basic equipment accurate to VLR, in which the user is currently registered, where VLR - Visitors Location Register - a temporary database of subscribers who are in the coverage area of a particular MSC / VLR. In addition, information about the user balance, advertising message and user profile parameters are received either via TCP / IP networks, where TCP / IP is the Transmission Control Protocol / Internet Protocol, a set of protocols for transmitting data in data networks developed by IETF (The Internet Engineering Task Force) and described by the standards RFC 793 (for TCP) and RFC 791 (for IP), or via the OKS-7 standard networks, and obtaining information about the user's balance and receiving an advertising message is carried out asynchronously.

A system for providing advertising that implements the method includes a resultant message generating device interacting with each other, having a connection with the infrastructure of a cellular network of GSM / 3G format, and an advertising selection device having a connection with a database of user profiles, while the resultant message generating device is configured to receive requests for information about the balance from users using the USSD protocol, receiving information about the balance of the user from infrastructure tours of cellular networks over TCP / IP and / or OKS-7 networks and an advertising message from an ad selection device over TCP / IP and / or OKS-7 networks, as well as combining balance information and an advertising message into a single resulting message and sending this the resultant message to the user, and the advertising selection device is executed that receives information about the user profile from the user profile database device over TCP / IP and / or OKS-7 networks and controls the selection of the advertising message taking into account the user profile and according to an algorithm that takes into account the requirements of the advertiser and his advertising campaign. In addition, the device for generating the resulting message is configured to send the resulting message either via the USSD protocol or by the SMS protocol.

The technical effect of the claimed invention is 1) to increase the traffic of the mobile operator for services related to the displayed advertising; 2) to simplify and reduce the cost of integration of the ability to add an advertising message; 3) in the implementation of the proposed method on the network without the acquisition, installation and additional configuration of special equipment, such as an IN platform; 4) the claimed invention allows the operator to use and offer advertisers an effective channel for promoting their goods and services; 5) the claimed invention allows to achieve a high degree of personalization of advertising messages; 6) as a result of such personalization, the response to advertising increases, on average, not less than 10 times, compared with advertising delivered as a result of random selection of an advertising message.

Figure 1 presents a block diagram explaining the operation of the claimed system and the implementation of the proposed method, where 1 is a user's mobile phone, 2 is a device for generating the resulting message, 3 is a device for selecting ads, 4 is a billing device for the infrastructure of a cellular operator, 5 is a device user profile database, 6 - USSD balance request from the user on his mobile phone, 7 - balance request from the user to the billing device 4 mobile operators in asynchronous mode via TCP / IP and / or OKS-7 networks, 8 - information on the balance of the user from the billing device 4 of the cellular operator via TCP / IP and / or OKS-7 networks, 9 - request an advertising message to the ad selection device 3 via TCP / IP and / or OKS-7 networks, with instructions to select and personalize the advertising message for this user, 10 - request for user profile parameters from the user profile database device 5 over TCP / IP and / or ОКС-7 networks, 11 - information with user profile parameters over TCP / IP and / or ОКС-7 networks, 12 - an advertising message selected according to a certain algorithm taking into account the parameter in the profile and requirements of the advertiser and his advertising campaign, over TCP / IP and / or OKS-7, 13 networks - the resulting message containing information about the user's balance and advertising message selected according to a certain algorithm taking into account the parameters of the user profile and the requirements of the advertiser and his advertising campaign sent in the form of USSD or SMS. Figure 2 presents a timing diagram of the implementation of the proposed method.

The inventive method is implemented using a system that includes a device for generating the resulting message 2, interacting with a billing device of a mobile operator 4, and an advertising selection device 3, interacting with a user profile database device 5.

The process of implementing the inventive method using the inventive system begins with creating a list of advertising messages in the advertising selection device 3 and determining the algorithm for selecting advertising messages for certain parameters of the user profile in accordance with the requirements of the advertiser and his advertising campaign. Consider figure 2, which presents a timing diagram of the implementation of the proposed method. When a user accesses the system using USSD balance request 6, the device for generating the resulting message 2 extracts from the address information MSISDN, where MSISDN is Mobile Station Integrated Services Digital Number, the SIM card’s unique user phone number in the GSM / 3G network, which is intended for and receiving calls, and sends a balance request to user 7, containing the encoded MSISDN, to the billing device of the mobile operator 4 in asynchronous mode over TCP / IP and / or OKS-7 networks. Then, the device for generating the resulting message 2 sends a request for an advertising message 9 containing MSISDN in encoded form to the ad selection device 3 in asynchronous mode over TCP / IP and / or OKS-7 networks with the instructions to select a message taking into account the profile parameters of this user by a predefined algorithm that takes into account the requirements of the advertiser and his advertising campaign. After that, in the device for generating the resulting message 2, the values of the memory registers are changed so that it goes into standby mode for response signals from other devices. The billing device of the mobile operator 4 sends information about the balance of user 8 to the device for generating the resulting message 2 via TCP / IP and / or OKS-7 networks. Advertising selection device 3 sends a request to receive user profile parameters 10 to user profile database device 5 by sending a signal over TCP / IP and / or OKS-7 networks with a coded user MSISDN value and when receiving information with user profile parameters 11 over TCP networks / IP and / or OKS-7 selects an advertising message for a given user according to a certain algorithm taking into account these parameters and the requirements of the advertiser and his advertising campaign, after which he sends the selected advertising message 12 to encoded form over TCP / IP and / or OKS-7 networks to the device for generating the resulting message 2. Upon receipt of information about the balance of user 8 from the billing device of the mobile operator 4 and advertising message 12 from the device for selecting advertising 3, the device for generating the resulting message 2 generates the resulting message 13 and sends it to the user in the form of USSD or SMS messages.

The advantages of the proposed method and system for its implementation for mobile operators are as follows.

Operators receive an effective channel for promoting their services;

Increased traffic for services related to the displayed ads;

Simplification and reduction of costs for the integration of new features, increasing the efficiency of using existing equipment;

Implementation of a new opportunity without the need to purchase new equipment, replace or adapt its existing network infrastructure;

Operators get the opportunity to offer advertisers a new channel for promoting their goods or services;

High degree of personalization of advertising messages;

Increased response to advertising messages compared to regular advertising in a random order;

Increasing user loyalty by increasing the personalization of advertising messages, including to reduce the negative perception of inappropriate advertising.

From the point of view of users, such a promotion channel is much less annoying than ordinary non-personalized advertising, since the user does not receive a message suddenly when the phone is in his pocket, but along with the requested information about the balance when the phone is in his hand and he expects to receive it messages, while advertising information is personalized and issued taking into account the interests of this user.

Example 1

The service for mobile phone users with a wide target audience was advertised through the website. The response to advertising did not exceed 5%. When placing information about the service in the resulting message sent in response to a balance request, the response to advertising was more than 50%.

Example 2

Using the proposed method, the services of a mobile operator related to travel were advertised, the target audience of which is small, relative to the total number of users of this mobile operator. Initially, advertising messages were added to the resulting message sent in response to any balance request, without taking into account the user profile. The response to advertising messages was 0.3%. Then, the use of the algorithm for determining the degree of interest and data from the user profile was connected, and advertising messages were added to the resulting message in response to a balance request only for those users whose characteristics made it possible to assume their interest in the advertised service. The response to advertising messages exceeded 4%.

Claims (15)

1. The method of providing advertising, including the use of cellular networks of GSM / 3G format, information about the user profile and advertising message, selected either according to the profile of the user or his phone number, as well as messages with information about the user's balance, characterized in that to select an advertising message, an algorithm is additionally determined that takes into account the requirements of the advertiser and his advertising campaign, and they use a system that accepts requests for information about the balance from users with using the USSD protocol, which controls the selection of an advertising message according to an algorithm that takes into account the requirements of the advertiser and its advertising campaign, and combines the balance information and the advertising message into a single result message sent to the user in the form of either a USSD message or SMS message, while SMS is used to send the resulting message, either if its length exceeds the set limit on the length of USSD messages in this mobile network, or in the case of a delivery error signal from the signal ti SS7. 2. The method according to claim 1, characterized in that the user profile may include information about the current location of the user obtained from the LBS system. 3. The method according to claim 1, characterized in that the user profile may include information about his current location accurate to the VLR in which the user is currently registered. 4. The method according to claim 1, characterized in that the information about the balance of the user is received over TCP / IP networks. 5. The method according to claim 1, characterized in that the advertising message is received over TCP / IP networks. 6. The method according to claim 1, characterized in that the user profile parameters are received over TCP / IP networks. 7. The method according to claim 1, characterized in that the information about the balance of the user is received on the OKS-7 networks. 8. The method according to claim 1, characterized in that the advertising message is received on the OKS-7 networks. 9. The method according to claim 1, characterized in that the parameters of the user profile are received on the OKS-7 networks. 10. The method according to claim 1, characterized in that the receipt of information about the balance of the user and receiving an advertising message is carried out asynchronously. 11. A system for providing advertising that implements the method according to claim 1, characterized in that it comprises a resultant message generating device interacting with each other, having a connection with the infrastructure of a cellular network of GSM / 3G format, and an advertising selection device having a connection to a profile database users, while the device for generating the resulting message is executed by receiving requests for information about the balance from users using the USSD protocol receiving information about the balance all the user’s data from the infrastructure of GSM / 3G cellular networks and an advertising message from an advertising selection device, as well as combining balance information and an advertising message into a single resulting message and sending this resulting message to the user in the form of either a USSD message or an SMS message, SMS is used either to send the resulting message, if its length exceeds the set limit on the length of USSD messages in this mobile network, or to send the resulting message if a signal about a delivery error from the OKS-7 signaling network, and the advertising selection device was executed by receiving information about the user profile from the user profile database device and controlling the selection of the advertising message taking into account the user profile and according to an algorithm that takes into account the requirements of the advertiser and his advertising campaign. 12. The system according to claim 11, characterized in that information about the balance of the user is received over TCP / IP networks. 13. The system according to claim 11, characterized in that the information about the balance of the user is received on the OKS-7 networks. 14. The system according to claim 11, characterized in that the advertising message is received over TCP / IP networks. 15. The system according to claim 11, characterized in that the advertising message is received on the OKS-7 networks.

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