RU2675334C1 - System and method for determining efficiency of external or internal advertising - Google Patents

Abstract

FIELD: advertising; data processing.SUBSTANCE: evaluation of the effectiveness of external or internal advertising involves the analysis of data interaction of the user with external or internal advertising. Described system generates the following results: comparative analysis of advertising objects used in the advertising campaign; the effectiveness of the campaign as a whole compared to another campaign; the effectiveness of the advertising object in particular campaign compared to using the same object in another campaign; comparative analysis of various creative content objects used in one advertising campaign; and any other customizable analytics at the request of the advertiser.EFFECT: analysis of user interaction data with external or internal advertising is carried out using a mobile application, that allows users in the form of a game or quest to detect various items that are objects of an advertising campaign, shoot a photo or video and quickly repost them in their personal social media account.38 cl, 10 dwg

Description

FIELD OF TECHNOLOGY

[01] The described technical solution relates to advertising technologies, and in particular to systems and methods for determining the effectiveness of external or internal advertising.

BACKGROUND

[02] In addition to the classic outdoor advertising, which includes billboards (billboards, billboards) with static content (content) and electronic boards (screens, displays) displaying dynamic advertising (advertising materials), transit (moving) outdoor advertising, for example, advertising content placed on cars, trucks and other road or air vehicles (vehicles), or vehicles on other surfaces, for example, ships or air vessels dah, it is becoming more popular, especially in large cities such as New York, Los Angeles and others. Such advertising content may be static when the content displayed / displayed on the vehicle does not change / does not change, as in the case of permanently (permanently) fixed stickers / stickers, or dynamic when the vehicle is equipped with electronic billboards / billboards on which Dynamic advertising content, such as video ads, is displayed. In addition, related audio content may be provided.

[03] Professionals in the art should understand that the effectiveness of outdoor or indoor advertising is an extremely important issue for any brand (brand) or media agency (media agency). The classical approach to evaluating (calculating, analyzing, establishing) the effectiveness of advertising involves estimating the number of contacts generated / triggered by advertising using statistical data (e.g., historical (archived, historical) data on human traffic and traffic of vehicles / vehicles in specific places, etc. .d.) or technical equipment (for example, cameras that count the number of people, counting devices using iBeacon / Bluetooth technology, etc.). However, for the advertiser it is much more important to measure and evaluate the effect that advertising has on real people, and to be able to compare the corresponding advertising effects (effects from advertising) depending on different locations / places and formats.

[04] Given the above and other disadvantages of the traditional approach to assessing the effectiveness of outdoor and indoor advertising, specialists in this field of technology should be clear that a new and improved approach to evaluating advertising is required.

ESSENCE OF TECHNICAL SOLUTION

[05] The embodiments described herein relate to methods and systems that substantially eliminate one or more of the aforementioned and other problems associated with the traditional approach for evaluating advertising performance.

[06] According to one embodiment, a computer-implemented method for calculating a user promotion in conjunction with an outdoor or indoor advertising is provided, the method being performed in conjunction with a computer system comprising a central processor, a positioning device, a display device, and a memory implemented on a computer method includes: using a central processor to publish photos or videos created by a user on a social network; check whether photos or videos published on the social network are still available; if the published photos or videos are still available, the level of interaction of other users with the published photos or videos is determined; determination of tariff information applicable to an advertising campaign corresponding to published photos or videos and a social network; and calculating the number of points (P) received by the user for the published photos or videos on the social network based on certain tariff information and a certain level of interaction.

[07] In one of the private embodiments, the level of interaction of other users with the published photos or videos is determined based on the number (L) of “likes” collected by the published photos or videos on the social network.

[08] In one of the private options for implementation, the level of interaction of other users with published photos or videos is determined based on the number of reposts (S) collected by published photos or videos on a social network.

[09] In one of the private embodiments, the level of interaction of other users with published photos or videos is determined based on the number of views (V) of published photos or videos on a social network.

[010] In one particular embodiment, the tariff information includes the price for a friend / subscriber (pF), the price for a “like” (pL) and the price for a repost (pS), a limit for a friend / subscriber (limF), a limit for likes (limL) and the limit for reposts (limS), the price for the watched video (pV) and the limit for the number of times that the video (limV) can be watched.

[011] In one of the private embodiments, the described method further includes determining the number (F) of friends and subscribers of the user profile on the social network and in which the number of points (P) received by the user for the published photos on the social network is calculated in accordance with the formula: P = if (F> limF; LOG (F; 2) * pF * limF / LOG (limF; 2); pF * F) + if (L> limL; LOG (L; 2) * pL * limL / LOG ( limL; 2); pL * L) + if (S> limS; LOG (S; 2) * pS * limS / LOG (limS; 2); pS * S) or any other function that is linear in the number of friends, number likes, the number of reposts and switches to the logarithmic after a certain about the limit, and in which the formula for the published video is: P = if (V> limV; LOG (V; 2) * pV * limV / LOG (limV; 2); pV * V) + if (L> limL; LOG (L; 2) * pL * limL / LOG (limL; 2); pL * L) + if (S> limS; LOG (S; 2) * pS * limS / LOG (limS; 2); pS * S) or any other function that is linear to the number of times that the video has been viewed, the number of likes, the number of reposts and switches to the logarithmic after a certain limit.

[012] In one particular embodiment, checking whether photos or videos posted on a social network for a predetermined period of time are still available includes determining whether published photos or videos exist and whether they can be accessed by anyone user without any restrictions.

[013] In one of the private options for implementation, if the published photos or videos are not available to everyone, then they are considered as “inaccessible”.

[014] According to another embodiment, a computer-implemented method for evaluating the effectiveness of outdoor or indoor advertising is provided, the method being performed in conjunction with a computer system comprising a central processor, a positioning device, a display device, and a memory, the method being implemented on a computer including: data about the many publications made for a predetermined advertising campaign; associating each publication of multiple publications with an advertising object of multiple advertising objects; and determining the effectiveness of outdoor or indoor advertising based on a statistical analysis of the number of associated publications.

[015] In one particular embodiment, the described method further includes calculating the level of involvement for each of the plurality of publications.

[016] In one particular embodiment, each publication of a plurality of publications is associated with an advertising object of a plurality of advertising objects using a Voronoi diagram algorithm.

[017] In one particular embodiment, the described method further includes the use of a statistical distribution of advertising objects, including groups of the best and worst-performing objects in a predefined advertising campaign, the average efficiency of advertising objects in a predefined advertising campaign, compared to the average for other campaigns in database, comparison of the effectiveness of an advertising object among several advertising campaigns and other analytics.

[018] In one particular embodiment, the described method further includes the use of standard computing tools to determine the statistical distribution of creatives, including groups of the best and worst creatives in a predefined advertising campaign, average creative performance in a predefined advertising campaign, compared to average for others campaigns in the database, comparing the effectiveness of creatives located on the same advertising object among several advertising campaigns (could s useful to determine the demographic and social profile of the audience about this advertising object) and other analysts.

[019] In one particular embodiment, the engagement level comprises a first engagement level calculated based on the number of likes of the publication.

[020] In one particular embodiment, the described method further includes determining the number (F) of friends and subscribers of a user profile on a social network, the first level of engagement being calculated by dividing the number of likes of the publication by the number of friends and subscribers of the corresponding user who posted.

[021] In one particular embodiment, the engagement level comprises a second engagement level, calculated based on the number of publication reposts.

[022] In one particular embodiment, the described method further includes determining the number (F) of friends and subscribers of the user profile in the social network, the second level of involvement being calculated by dividing the number of reposts of the publication by the number of friends and subscribers of the corresponding user who posted.

[023] In one particular embodiment, the engagement level comprises a third engagement level, calculated on the basis of the number of views of the publication.

[024] In one particular embodiment, the described method further comprises determining the number (F) of friends and subscribers of the user profile on the social network, the third level of involvement being calculated by dividing the number of views of the publication by the number of friends and subscribers of the corresponding user who posted.

[025] According to another embodiment, a non-volatile computer-readable medium is provided comprising a set of computer-executable instructions which, when executed in a computer system comprising a central processor, positioning device, display device, and memory, allows the computer system to execute a computer-implemented method for computing user reward in conjunction with outdoor or indoor advertising, and the method includes: using a central processor for ublikatsii social network photo or video, created by the user; check whether photos or videos published on the social network are still available; if the published photos or videos are still available, the level of interaction of other users with the published photos or videos is determined; determination of tariff information applicable to an advertising campaign corresponding to published photos or videos and a social network; and calculating the number of points (P) received by the user for the published photos or videos on the social network based on certain tariff information and a certain level of interaction.

[026] In one of the private embodiments, the level of interaction of other users with the published photos or videos is determined based on the number (L) of “likes” collected by the published photos or videos on the social network.

[027] In one particular embodiment, the level of interaction of other users with published photos or videos is determined based on the number of reposts (S) collected by the published photos or videos on a social network.

[028] In one of the private embodiments, the level of interaction of other users with the published photos or videos is determined based on the number of views (V) of the published photos or videos on the social network.

[029] In one particular embodiment, the tariff information includes the price for a friend / subscriber (pF), the price for a “like” (pL) and the price for a repost (pS), a limit for a friend / subscriber (limF), a limit for likes (limL) and the limit for reposts (limS), the price for the watched video (pV) and the limit for the number of times that the video (limV) can be watched.

[030] In one of the private implementation options, the number (F) of friends and subscribers of the user profile on the social network is determined and in which the number of points (P) received by the user for the published photos on the social network is calculated in accordance with the formula: P = if (F> limF; LOG (F; 2) * pF * limF / LOG (limF; 2); pF * F) + if (L> limL; LOG (L; 2) * pL * limL / LOG (limL; 2); pL * L) + if (S> limS; LOG (S; 2) * pS * limS / LOG (limS; 2); pS * S) or any other function that is linear in the number of friends, the number of likes, the number of reposts and switches to logarithmic after a certain limit, and in which formula for the published video is: P = if (V> limV; LOG (V; 2) * pV * limV / LOG (limV; 2); pV * V) + if (L> limL; LOG (L; 2) * pL * limL / LOG (limL; 2); pL * L) + if (S> limS; LOG (S; 2) * pS * limS / LOG (limS; 2); pS * S) or any other function which is linear to the number of times that the video has been viewed, the number of likes, the number of reposts and switches to the logarithmic after a certain limit.

[031] In one private embodiment, checking whether photos or videos posted on a social network for a predefined period of time are still available includes determining whether published photos or videos exist and whether they can be accessed by anyone user without any restrictions.

[032] In one of the private options for implementation, if the published photos or videos are not available to everyone, then they are considered as “inaccessible”.

компьютерочитаемый носитель, содержащий набор исполняемый компьютером инструкций, которые при выполнении в компьютерной системе, содержащей центральный процессор, устройство позиционирования, устройство отображения и память, позволяют компьютерной системе выполнять реализуемый на компьютере способ для оценки эффективности наружной или внутренней рекламы, причем способ включает: получение данных о множестве публикаций, сделанных для предопределенной рекламной кампании; ассоциирование каждой публикации множества публикаций с рекламным объектом множества рекламных объектов; и определение эффективности наружной или внутренней рекламы на основе статистического анализа количества проассоциированных публикаций.[033] According to another implementation option, it is proposed

a computer-readable medium containing a set of computer-executable instructions that, when executed in a computer system comprising a central processor, positioning device, display device, and memory, allows the computer system to execute a computer-implemented method for evaluating the effectiveness of outdoor or indoor advertising, the method including: obtaining data about the many publications made for a predetermined advertising campaign; associating each publication of multiple publications with an advertising object of multiple advertising objects; and determining the effectiveness of outdoor or indoor advertising based on a statistical analysis of the number of associated publications.

[034] In one of the private options for implementation, the calculation of the level of involvement for each of the many publications.

[035] In one particular embodiment, each publication of a plurality of publications is associated with an advertising object of a plurality of advertising objects using a Voronoi diagram algorithm.

[036] In one of the private options for implementation, the statistical distribution of advertising objects is used, which includes groups of the best and worst-performing objects in a predefined advertising campaign, the average efficiency of advertising objects in a predefined advertising campaign, compared with the average for other campaigns in the database , comparison of the effectiveness of an advertising object among several advertising campaigns and other analytics.

[037] In one of the private options for implementation, the standard computing tools are used to determine the statistical distribution of creatives, including the groups of the best and worst creatives in terms of efficiency in a predefined advertising campaign, average creative performance in a predefined advertising campaign, compared to the average for other campaigns in database, comparison of the effectiveness of creatives located on the same advertising object among several advertising campaigns (may be useful for definition of social demography and profile the audience about this advertising object) and other analysts.

[038] In one particular embodiment, the engagement level comprises a first engagement level calculated based on the number of likes of the publication.

[039] In one of the private embodiments, the number of (F) friends and subscribers of the user profile in the social network is further determined, the first level of involvement being calculated by dividing the number of likes of the publication by the number of friends and subscribers of the corresponding user who posted.

[040] In one particular embodiment, the level of involvement comprises a second level of involvement, calculated based on the number of reposts of the publication.

[041] In one of the private implementations, the number of (F) friends and subscribers of the user profile in the social network is further determined, the second level of involvement being calculated by dividing the number of reposts of the publication by the number of friends and subscribers of the corresponding user who posted.

[042] In one particular embodiment, the engagement level comprises a third engagement level, calculated based on the number of times a publication has been viewed.

[043] In one of the private embodiments, the number of (F) friends and subscribers of the user profile in the social network is further determined, the third level of involvement being calculated by dividing the number of views of the publication by the number of friends and subscribers of the corresponding user who posted.

[044] Additional aspects of the technical solution will be set forth in part in the description that follows, and in part will be apparent from the description, or may be learned during the practical implementation of the technical solution. Aspects of a technical solution can be realized and achieved by means of elements and combinations of various elements and aspects, in particular, indicated in the following detailed description and the attached technical solution formula.

[045] It should be understood that both the above and the following description are illustrative and explanatory and are not intended to limit the claimed technical solution or use it in any form.

BRIEF DESCRIPTION OF THE DRAWINGS

[046] The accompanying accompanying drawings, which form part of this description, illustrate embodiments of the present technical solution and, together with the description, serve to explain and illustrate the principles of the technical solution concepts. In particular:

[047] In FIG. 1 shows a logical diagram of an exemplary embodiment of the claimed computer system for evaluating the effectiveness of indoor and outdoor advertising (promotional materials).

[048] FIG. 2 shows an exemplary embodiment of internal data streams and commands between various components / elements of the claimed (and described) in the present technical solution computer system for evaluating the effectiveness of outdoor or indoor advertising shown in FIG. one.

[049] FIG. 3 shows an exemplary block diagram of an embodiment of a software algorithm for counting (calculating) user rewards in connection with outdoor or indoor advertising, performed in conjunction with the computer system shown in FIG. one.

[050] In FIG. 4 (a) shows an exemplary embodiment of an algorithm for processing analytical data to calculate the effectiveness of advertising products used in an outdoor / indoor campaign.

[051] FIG. 4 (b) shows an exemplary version of the analytical data processing algorithm for calculating the effectiveness of creativity (creative approach) used in an external / internal advertising campaign.

[052] In FIG. 5 (a), 5 (b), and 5 (c) show exemplary user interface variants of the above-mentioned computer system for calculating the effectiveness of outdoor and indoor advertising depicted in FIG. one.

FIG. 6 illustrates an exemplary embodiment of a computer mobile system that can be used as a mobile device of user 2 in combination with a computer system for evaluating the effectiveness of outdoor or indoor advertising depicted in FIG. one.

FIG. 7 illustrates an exemplary embodiment of a computer server system 3, which can be used, for example, as a server of the inventive computer system, to evaluate the effectiveness of outdoor or indoor advertising.

DETAILED DESCRIPTION

[055] In the following detailed description, reference will be made to a figure (s) in which identical functional elements are denoted by the same numbers. The above accompanying figures are given as an illustration, and not as a limitation, of individual embodiments and implementations of the present technical solution in accordance with the principles of the present technical solution. These implementations are described in sufficient detail so that specialists in this technical field can implement the technical solution in practice, and it should be understood that various implementations can be created and / or replacements of various elements can be made without going beyond the scope and essence of the present technical solution. Therefore, the following detailed description cannot be construed in a narrow sense. In addition, various embodiments of the described technical solution can be implemented in the form of software running on a general purpose computer, in the form of specialized hardware or a combination of software and hardware.

[056] To solve the above and other problems associated with traditional technology, one or more of the implementation options described here implement various exemplary computer systems and computer-implemented methods for evaluating the effectiveness of outdoor or indoor advertising.

[057] Used in the present description of the invention, the terms "module", "component", "element" and the like are used to refer to computer entities, which may be hardware / equipment (eg, device, instrument, apparatus, apparatus, component of the device, for example, processor, microprocessor, integrated circuit, printed circuit board, including electronic printed circuit board, breadboard, motherboard, etc., microcomputer and so on), software (for example, use executable program code, a compiled application, program module, a piece of software or program code, and so on) and / or firmware (in particular, firmware). So, for example, a component can be a process running on a processor (s), an object, executable code, program code, a file, a program (application), a function, a method, a (program) library, a subprogram, a coroutine, and / or a computing device (for example , microcomputer or computer) or a combination of software or hardware components. So, in the particular case, the application running on the server can be a component (module), and the server, in turn, can be a component (module). It is worth noting that at least one component (module) can be part of the process. A component (module) can be located on one computing device (for example, a microcomputer, microprocessor, printed circuit board, etc.) and / or can be distributed (shared) between several computing devices.

[058] In one or more embodiments of the technical solution, evaluating (calculating) the effectiveness of outdoor or indoor advertising includes analyzing data on the interaction of a user (person) with outdoor or indoor advertising. In one embodiment of the technical solution, such an analysis of the implementation using a mobile application running on a mobile computing device, such as a smartphone or tablet, which allows users in the form of a game or quest / adventure (from the English quest - searches, searches, tasks) to find (detect) various objects that are objects of an advertising campaign, take (shoot) photos (photos, photographs) or videos (videos) and easily republish / repost (from English re - again, again, post - message post, post, post, post, publish; repost - repost, repost, republish, republish, share publication) them in a personal / personal account (from the English Account - account) in social media (social networks). On the server side, computerized systems / computer systems and computer-implemented (computer-based) methods are provided that automatically calculate (count) and rank (classify) quality compliance and engagement for a set of advertising objects, as well as a creative approach (in particular, creatives) used in internal and external advertising campaigns (in a particular case, an analysis of the level of involvement that generates an advertising object, as described in the framework of this technical solution) using an analysis of user generated (generated) content published on social media.

[059] In one or more embodiments of the technical solution, a computer (computerized) system is described that generates (creates) one or more of the following results: 1) a comparative analysis of advertising objects used in an advertising campaign; 2) the effectiveness of a particular campaign as a whole, compared with another campaign; 3) the effectiveness of a particular advertising object in a particular campaign, compared to using the same object in another campaign; 4) a comparative analysis of various objects of creative content (creativity) used in the same advertising campaign; and 5) any other custom analytics as requested by the advertiser.

[060] In FIG. 1 shows a logical diagram of an exemplary embodiment of the claimed computer system for evaluating the effectiveness of indoor and outdoor advertising (promotional materials). In one embodiment of the technical solution of FIG. 1 element 1 denotes a user (person) with a smartphone that has been registered in the computer system and which has at least one social network account (s) (for example, a Facebook / Facebook account, Instagram / Instagram, etc. .d.) associated with his or her user profile (user information) in the computer system described. So, for example, a user profile can be created by the user in application 2. The created user profile can be connected (including by the user) in the described social networks (social media), in particular by connecting the user in social networks to user information in the application user 213, and the user can authorize the application 213 to perform the described actions (for example, to publish content (posts), view the number of likes and reposts (republishing), n abraded by such posts (content), etc.) within the framework of this technical solution in the user's social networks.

[061] In one embodiment of the technical solution, element 2 of FIG. 1 is at least one smartphone of user 1 with a mobile application (not shown) for iOS or Android, the functionality of which will be described in more detail below. When user 1 takes a picture (takes photos) or takes a video (takes a video) using the mobile app. Such a mobile application transfers the received (resulting) photos or videos to server 3 (by standard means for each specific social network by using the API of such a social network or by the user), i.e. in a particular case, the publication of content (photo or video) on behalf of the user is carried out, and the transfer of content (photo and / or video) can be carried out together with the user's location, for example, GPS position, or other information about the location of at least one user 1 and a list of social media networks (social media networks, social networks), which is stored in user information and in which application 213 is authorized to publish content on behalf of the user, as well as x user can publish (post) such content. It is worth noting that data on the location of the user (in particular, the computing device of the user, for example, a smartphone) can be obtained by a user application that is allowed access to the module for registering the location of the user, in particular, to the GPS module of the user device (e.g., smartphone).

[062] In the particular case of the implementation of the present technical solution, content (photos, videos, etc.) is transferred to the server 3 without saving to the smartphone data storage (user device). For example, a mobile application may limit the ability of a user to save photos, videos, etc. (in the particular case, the creation of which is carried out using the described application) in the data storage of the user's device (smartphone). It is also worth noting that when publishing content, including photos, videos, etc., the user may be limited or prevented from publishing (blocking) content on social media stored in the user's device’s storage, and the prohibition on publishing carried out by means of application 213, in particular, the user is blocked from access to the gallery (publications made), in which photos and videos made by the user are stored using application 213. In the particular case of Astoyan technical solutions such blocking can be accomplished by user application means.

[063] It is worth noting that user publications can be carried out (in a particular case, added, including through a personal account, described application, etc. and / or by means of other modules of the described system) in social networks (social media). It is worth noting that to add content APIs of various services can be used (in particular, social networks), in particular, allowing you to add photos, share data (in private, content), etc. It is also worth noting that management, addition, publication, transfer, etc. content and / or data can be carried out by means of user devices (in particular smartphones), for example, by using the described application installed on user devices, by using web interfaces, various messaging services, or by transmitting at least one message containing data for management, publishing, etc.

[064] In one embodiment of the technical solution, element 3 of FIG. 1 is a server that is part of the computer system described in this technical solution for evaluating the effectiveness of outdoor or indoor advertising. Server 3 is (communicatively) connected to a data network (data network), such as, for example, the Internet, and is configured to receive data from all users, to automatically publish predefined content to various social media networks, to track (monitor) the availability of publications (posts) in the above social media / social media networks (social networks), in particular tracking the fact that publications have not been deleted, and to perform any and all necessary calculations (in particular, to calculate the number of likes and reposts) to provide analytics (for example, the number of publications by day in terms of social networks, a map with such publications, etc., moreover, such analytics can be visualized in the advertiser's personal account, for example, in the form of graphs, charts, tables etc.) on publications on social media and on the effectiveness of external or internal advertising campaigns (campaigns). It is worth noting that monitoring the availability of publications on social networks is carried out by storing the publication token (for example, on server 3) and by checking that this token is valid, during the verification process (in particular, using server 3), a user’s publication is searched, for example, by the set of hashtags, name (or user registration data) and the time of publication - if there is a match between the data stored in the token and the publication, then the publication is not deleted (t .e. present on the social network). If the publication has been deleted, then the points accrued to the user for such publication by the same means are used to reset the points. It is also worth noting that the mentioned automatic publication of content can be carried out through server 3, in particular using the API (for example, in the API a social network has methods for calling various functions, including posting content) of at least one of the social networks (social media). So, for example, when registering in the user’s application, the user gives the server 3 permission to publish (so the permission to publish includes making a call to the social network API, for which a token (access key) is provided, which confirms that application 213 has the right to publish to the user’s profile) for the placement of content (photos, videos, etc.), and also allows the transfer of the necessary attributes (in particular, a token (access key), allowing present application access to the user profile 213) for placing the content server 3.

[065] In the particular case of the implementation of the present technical solution, the server 3 may be a web server with software installed thereon, performing user application requests. So, for example, server 3 may be a cloud server, service and / or platform.

[066] In one embodiment of the technical solution, element 4 of FIG. 1 is a database, in particular, an advertising database (a database of advertising / advertising materials), which is part of the computer system described in this technical solution for evaluating the effectiveness of outdoor or indoor advertising shown in FIG. 2. In one or more embodiments of the technical solution, the advertising database 4 stores information about user 1 (for example, nickname (user account), phone, email address, gender, age) and manages any information about user 1. Also, the advertising database 4 stores the parameters of advertising campaigns (through which the parameters of advertising campaigns are controlled, which are described in more detail below), including, but not limited to, advertising tariffs and / or other prices (cost (b) related to the publication of advertising materials in various social media networks, restrictions on such publications (for example, only persons over 25 years old, or only girls or men, etc. can make publications), as well as other parameters of the advertising campaign. The mentioned information about user 1 may contain data such as gender, age, number of friends (subscribers), likes, user reposts, etc. Such information can be obtained by the described system, for example, by obtaining such data from the user or from open data from social networks.

[067] Also, at least one of the aforementioned database can be hierarchical, object, object-oriented, object-relational, relational, centralized, fragmented / partitioned, replicated, spatial, etc., for management, creation and database utilization, various database management systems can be used.

[068] In one embodiment of the technical solution, element 5 of FIG. 1 is at least one social media server, which can be part of a third-party social network (third-party third-party network), such as Facebook / Facebook, VKontakte / VKontakte, Instagram / Instagram, Twitter / Twitter and / or any other available now or in the future with a social media network. Elements of the claimed (and described) in this technical solution computer system for evaluating the effectiveness of outdoor or indoor advertising shown in FIG. 1 can be interconnected via a data network, for example, the Internet or any other suitable means of communication (communication / connection method).

[069] It is worth noting that the modules (devices, etc.) described in the framework of this technical solution can be connected to each other (connected to each other) by at least one type of communication (wired or wireless), including various types of bus structures (e.g., system bus, peripheral bus, local bus, memory bus, etc.), as well as various interfaces (serial port interface, parallel port, game port, universal serial bus (USB), network interface, and etc.) adapters (e.g. display / in adapter ideo-adapter, network adapter, controller adapter, USB adapters, etc.) and others.

[070] Communication of the described modules and / or their constituent parts described in the framework of this technical solution can be carried out by means of wired and / or wireless means / methods of communication, as well as through various types of connections, including detachable or one-piece (for example, through terminals, contacts, adapters, soldering, mechanical connections, threads, etc.) wires, etc. So, for example, such means of communication can be implemented (can be used), for example, through local area networks (LAN), a USB interface, an RS-232 standard interface, Bluetooth, Wi-Fi interfaces, the Internet, and mobile cellular communications (GSM), in particular, in the 850-1900 MHz bands, satellite communications, trunked communications and ultra-low power data transmission channels forming complex wireless networks with mesh topology (ZigBee) and other types of communication / connection. In the particular case of the implementation of this technical solution, data transfer between modules / devices / systems of this technical solution can be carried out using HTTP protocols (from the HyperText Transfer Protocol - Hypertext Transfer Protocol), HTTPS (from the HyperText Transfer Protocol Secure - extension of the HTTP protocol, to support encryption in order to increase security), FTP (from the English File Transfer Protocol - file transfer protocol), TCP / IP, POP3 (the English Post Office Protocol), SMTP (the English Simple Mail Transfer Protocol), TELNET, DTN and etc., including through protocols, IEEE 802.15.4 and Zi standards gBee, including APS (from the English application support sublayer) and NWK using services of lower layers, the level of access control for the MAC environment and the physical layer PHY and others.

[071] It is also worth noting that at least one user and / or at least one module of the described system, service, etc. can be notified (for example, of publication, repost, like, accrued points, etc.) through the described application and / or services, including through the use of messages from applications and services (systems) of instant messaging, chats, social networks , video and / or audio broadcasts, recordings, streams, etc., through the short message service, through API services, applications, modules, etc., including the described services, including the short message service and the exchange service instant messaging.

[072] It is worth noting that at least one module of the described system or at least one part of such a module, service, and / or at least one part of such a service can be implemented by a text and / or graphical interface for example, a web interface, an application, part of an application (for example, an application window, an application layer, an application window area, a panel, a button, a graphic or text element of an application, a web interface, etc.).

[073] In FIG. 2 shows an exemplary embodiment of internal data streams and commands between various components (elements) of the claimed (and described) in the present technical solution computer system for evaluating the effectiveness of outdoor or indoor advertising shown in FIG. 1. In particular, in one or more embodiments of the technical solution of the present technical solution, data 21 is transferred between the mobile application of the user 213 and the photo and video publishing module 214 (which receives data from the application 213, in particular photo and video, text and etc., and publishes them to at least one social network by using the API of such a social network) when the user publishes a photo or video. In this case, the mobile application (user) 213 sends to the server 3 such data as a photo or video, user identifier (ID) (a unique user identifier in the application 213, which is assigned to the user by the application 213 and / or means of the server 3 during initial registration in described system and is used to identify the user), the identifier (ID) of the advertising campaign (assigned when creating the advertising campaign on server 3 and used for identification), GPS location (where the photo or video was created given), as well as a list of social media networks with permissions (rights) for the implementation (creation, placement) of publications in them. It is worth noting that the mentioned list of social (media) networks is created for each user based on the user profile (the user in his user profile can connect the social networks in which he is registered.) And the settings of at least one advertising campaign. It is also worth noting that the mentioned publication permissions in such social (media) networks are (specific) tokens of social (media) networks in order for module 214 to enable the publication of content on behalf of the user. It is also worth noting that the settings of an advertising campaign may contain restrictions on publications on social networks (for example, on publications only on certain social networks, for example, only on one social network), so user publications will be carried out according to such restrictions, for example to certain social networks.

[074] In one or more embodiments of the technical solution, data transfer 22 (which are described in more detail below) is performed between the photo or video publishing module 214 and the user’s mobile application 213, when the server 3 (in response to user actions in the application 213 in particular, the user’s actions in sections of the application 213) sends the mentioned data, which contain a list of active advertising campaigns with prices applicable to the user, the current status of publications made by ovatelem, and the total number of points (points) earned by the user for each publication made. It is worth noting that the formation of the list of active advertising campaigns is carried out by the server 3 administrator, and each advertising campaign with the parameters of such advertising campaigns is created by the server 3 administrator and then a list of advertising campaigns is automatically generated for each user using the advertising campaign parameters. It is also worth noting that the calculation of the total number of points (points) earned by the user for publication is calculated on the basis of the tariff, the method (in particular, the formula) of which is presented below. So, for example, the number of friends (subscribers) of a user in a social network (media network) is multiplied by the corresponding coefficient, as described below, so for each user, server 3 calculates the cost of each user post and provides that value to the user in the user’s application.

[075] In one or more implementations of the technical solution, the data transfer 23, which is further performed between the photo or video publishing module 214 and the database 4, includes combining the photo or video with the corresponding GPS position, user ID, as well as an advertising campaign ID.

[076] In one or more embodiments of the technical solution, data transfer 24, which is between the database 4 and the photo or video publishing module 214, and which is performed after the above data transfer 23, includes the transmission of data such as text and / or corresponding hashtags to attach to a publication for a specific campaign ID. It is worth noting that the said text and / or the corresponding hashtags can be created by the administrator of the server 3, in particular, in the settings of the advertising campaign. The mentioned text and hashtags are set (defined, set, etc.) in the parameters of the advertising campaign and then “attached” (automatically) to each publication (post) of the user, and, accordingly, such publications can be identified as described above, for example , in the process of establishing the fact that the publication is not deleted. It should be noted that in one advertising campaign the text and / or hashtags are the same for all users, and in this way a set of publications is created with one hashtag (necessary) for the advertiser.

[077] In one or more implementations of the technical solution, data transfer 25, which is further carried out between the photo or video publishing module 214 and social (media) network 215 (for example, social network server 5 or server 3 via the corresponding APIs), includes transmission data such as user-created photos or videos, permission (using a token) to publish (create posts) on behalf of the user, as well as text and / or hashtags for attaching to the mentioned publications / posts.

[078] In one or more embodiments of the technical solution, request 26 (in the particular case being a binary response to request 27 — is there social media publications or not (for example, has been deleted)), subsequently sent by the social media network 215 to the photo tracking module or video 216 is a request: is there still a specific photo or video on the social media network. Moreover, the determination of the existence (presence) of photos or videos, which are a special case of a post (publication), is carried out through the API using a unique publication identifier or, if the API does not have such a function (it is not possible to obtain such data through the API), then by hashtags (or a set of hashtags ) and publication time. In one implementation of the present technical solution, the response to the request is a Boolean variable / logical variable (taking the value 1 if it exists, and 0 if it does not exist). Request 26 may also contain a request for the existing number of subscribers (from the English follower; synonyms: reader, follower, subscriber) of a user with a specific ID on each social network, the number of likes (from the English Likes - like, want) of a particular photo or video in each social media network, as well as the number of republishing (reposting) a particular photo or video in each social media network. It is worth noting that the determination of the number of likes of a particular photo or video in each social media network is carried out through the API of such a social (media) network, and the API contains functions whose methods allow you to get the number of likes.

[079] In one or more embodiments of the technical solution, data transmission 27, which is performed between the photo or video tracking module 216 (which makes a request to the social network, in particular, via the API, to establish the fact of the existence of a particular publication or the fact of its removal, and transmits the identifier of this publication in the process of data transfer 27) and the social media network 21, which is the response (response) to the request 26, includes the transmission of data such as photo or video ID and permissions necessary to obtain certain data (whether the publication exists or has been deleted) from the social (media) network.

[080] In one or more embodiments of the technical solution, data transfer 28, which is further carried out between the photo or video tracking module 216 and database 4, for each photo or video ID returns the number of user subscribers for a particular user ID in each social network, the number likes of a particular photo or video in each social network, as well as the number of reposts of a particular photo or video in each social media network at the end of the tracking period, in particular monitoring, (or zero if a video was deleted from social networks by the user during the tracking / monitoring period). It is worth noting that the mentioned tracking period can be set in the settings of the advertising campaign on server 3, and the mentioned monitoring period is a parameter that is responsible for sending at least one request 27 in the said period or, at least, after the said period.

[081] In one or more embodiments of the technical solution, the data transfer 29, which is subsequently performed between the database 4 and the mobile application of the user 213, includes the transmission of such data as the number of points earned by the user for a particular photo or video (in the form of a total of points for photo or video in each social media network), all data about the corresponding advertising campaign (tariff per photo or video for each social media network, as well as a list of GPS positions of all objects participating in external or internal Early advertising campaigns, which can be static and dynamic (for example, the location of cars with stickers / stickers)).

[082] In one or more embodiments of the technical solution, data transmission 210, which is subsequently performed between the database 4 and the analysis module (analysis module, analytics module) 217 (in particular, module 217 compares the publication and objects published by the user (which were "hunted" as part of the quest), moreover, this module provides statistics on how successful the advertising campaign was, in particular, in accrued points for to the user or to the advertiser, etc.), for each advertising campaign and photo or video inside (within) the campaign, includes the transfer of data such as (all) information stored in database 4, which is associated with the photo or video ( for example, GPS location / position, ID (unique identifier) of the user of the corresponding user who made the photo or video, the number of subscribers / likes or reposts for this photo or video, as well as the corresponding user ID in each social media network), and also information on Klama campaign (for example, tariffs for social media accounts, GPS position and a description of all physical objects (for example, billboards, etc.) participating in an outdoor or indoor advertising campaign).

[083] In one or more embodiments of the technical solution, the data transfer 211, which is subsequently performed between the analytical module 217 and the database 4, includes the transmission of data such as the number of points earned by the user for a particular published photo or video, as well as processed analytical data for an advertising campaign. It is worth noting that the processed analytical data for the advertising campaign includes the established relationships, in particular, the correspondence (step 41, FIG. 4 (a)) between physical objects and photos, as well as statistical conclusions based on them, and the raw data is a set of physical objects and photos that are stored in the database (in private case, in the form of arrays of GPS coordinates and object IDs, publication IDs, etc.). It is worth noting that the above correspondence is carried out using one of the mathematical methods, in particular, through the use of Voronoi diagrams, as described in the framework of this technical solution, which allow, for example, to build (create) correspondence between two sets of points on the X and Y plane, where each point from the set Y (for example, publishing, in particular, a photo or video, with the corresponding coordinates about the location at which the mentioned photo or video was created, or a set of coordinates, per hour location, GPS coordinates) is mapped to a point from the set X (objects of an advertising campaign, photos or videos of which are published by users (objects of "hunting", quest)).

[084] In one or more embodiments of the technical solution, data transmission 212, which is subsequently performed between database 4 and analytics web interface 218 (which is accessed by the advertiser and which allows visualization (display) of the statistics described in the present technical solution) , includes any and all analytical data for display to the user in graphical and / or digital form suitable for convenient viewing. Moreover, such data can include any that can be built after establishing the above-mentioned correspondence, which, for example, can include the best and worst 10 percent of all billboards that were hunted, etc.

[085] It is worth noting that the modules 214, 216, 217 and 218 are located on the server 3.

[086] In FIG. 3 shows an exemplary block diagram of an embodiment of a software algorithm for counting (calculating) user rewards in connection with outdoor or indoor advertising, performed in conjunction with the computer system shown in FIG. 1. In particular, the algorithm shown calculates (calculates) the number of points earned (received) by the user for posting (publishing) specific content, in particular, photos and / or videos.

[087] In one or more embodiments of the technical solution in the first step 31, the user publishes a photo or video in at least one social network using the provided functionality and means (using) of the mobile application 213, for example, by selecting the application button “ Publish. " Also, in this step, through the module 214, the server 3 (in particular, via the social media API) receives the number of friends and subscribers of the user from the user profile in the mentioned social network (reference “F” in the description of the technical solution, which in a particular case is the sum of friends and subscribers of the user in at least one social media network). It is worth noting that in the process of publishing content by the user, the user can select at least one social media network in which this publication will be made in the user’s mobile application 213. After the user has expressed his intention to make a publication using a mobile application, this publication is posted on one of the social media networks through the publication module 214 using the described APIs.

[088] In one or more embodiments of the technical solution in the next step 32, which is performed after a certain period of time, which can be adjusted in the settings, in particular, settings (by default, the specified period of time is 5 days), the specified algorithm checks : Is the user’s publication on the social network currently available? In particular, since the publication can be deleted, for example, by the user, the described algorithm checks (through module 216) whether the publication exists and whether it can be accessed without any restrictions by any user. It is worth noting that the mentioned restrictions (depending on the social network) include: the visibility of the publication only by friends, a group of people, the community, etc. In one implementation of this technical solution, if the publication’s settings / settings contain “only available to the user's friends”, then such a publication is considered (considered) by server 3 as “inaccessible”. Further, the described algorithm returns 0 (i.e., the points for this publication of the user are reset) if the publication is not available. Otherwise, the algorithm proceeds to the next step 33.

[089] In one or more embodiments of the technical solution, if in the previous step 32 the algorithm detected (determined) that the publication is (still) available, then in the next step 33 (by module 216), the algorithm proceeds to determine the number of “likes”, collected / received by publication on a social network (if such "likes" exist on a social network, otherwise their number is zero). Thus, the number of “likes” is determined, indicated by the letter “L” in order to calculate (calculate) the number of points that are awarded to the user for publication, as described in the framework of the present invention and, in particular, below.

[090] In one or more embodiments of the technical solution, if in the previous step 32 the algorithm determines that the publication is (still) available, in the next step 34 (by the module 216) the algorithm receives the number of reposts via the API of one of the social media networks, collected by the corresponding publication on the social network (if reposts are applicable to the social network (for example, exist on a social network), otherwise zero is returned). The number of reposts is indicated by the letter “S” for the purpose of calculation / calculations below.

[091] In one or more embodiments of the technical solution in the next step 35 (carried out by means of the database), the specified algorithm deducts the tariff card (in the particular case, which is the cost of publication, and the tariff card is calculated on the basis of the tariff for a specific publication) for an advertising campaign, corresponding to a certain publication and a certain social network from database 4, which may be the price (cost) for a friend / subscriber (pF), the price for like (pL) and the price for repost (pS), the limit for a friend / p dpischika (limF), limit for husky (limL) and the limit for republications / Fortress (limS), which are defined in the settings should campaign. Next, the algorithm returns the result of the calculations, in particular, the number of points P received / earned by the user for a specific publication on a specific social network, which are calculated in accordance with the following formula:

[092] P = if (F> limF; LOG (F; 2) * pF * limF / LOG (limF; 2); pF * F) + if (L> limL; LOG (L; 2) * pL * limL / LOG (limL; 2); pL * L) + if (S> limS; LOG (S; 2) * pS * limS / LOG (limS; 2); pS * S)

[093] Mathematically, this means that the algorithm switches from a linear payout function to a logarithmic function after a certain level specified in the settings of the (corresponding) advertising campaign.

[094] FIG. 4 (a) shows an example implementation of an algorithm for processing analytical data in order to calculate the effectiveness of advertising equipment (for example, billboards and other advertising structures) used in an outdoor and / or indoor campaign.

[095] In step 41 (by module 217), the input algorithm receives a set of publications (stored in the database as an array) made for a specific advertising campaign (for each publication for which there is a GPS position associated with it, the number of likes, the number of reposts and the number of friends / subscribers on the social network collected by this publication, etc.) and a set of advertising objects (identifiers (which are text (name) or number), and GPS positions (GPS locations, GPS positions). In this step, processing is performed (per hour using Voronoi diagrams) for each publication and assigning it to one of the advertising objects (so that each advertising object has a set of unique publications) using the Voronoi Diagram algorithm (https://en.wikipedia.org/wiki/Voronoi_diagram) with two sets of GPS positions (advertising objects as a finite set of points ("seeds"), and publications as the second set). Thus, the result of the Voronoi diagram algorithm is a unique set of publications associated (associated) with each advertising object The second is used to perform the statistical calculations described in the framework of the present invention.

[096] Next, in step 42 (by module 217), for each advertising object, the number of publications (“N”) related thereto is calculated (from step 41), in particular by means of the Voronoi diagram. Thus, for each advertising object, the number of publications (N) associated with such an advertising object is calculated, in particular, for constructing (creating) statistical conclusions about the effectiveness of an advertising campaign, for example, by the number of user publications related to a specific billboard a statistical conclusion will be made about which billboard was detected (noticed) and whose photo was later published by the user and which billboard was not detected. To determine the statistical distribution (in private terms, which are statistical conclusions) of advertising objects based on N and the total number of publications in the campaign, such as groups of the best or worst in terms of effectiveness of objects in this campaign, the average efficiency of advertising objects in this campaign, compared with the average indicators for other campaigns in the database, a comparison of the effectiveness of the same advertising object among (in relation to) several advertising campaigns and other analytics / analysis is used standard computing tools.

[097] Next, in step 43, the results are provided, in particular, through the web interface, the calculated (calculated) statistical data (conclusions) are visualized (displayed).

[098] FIG. 4 (b) shows an exemplary version of the algorithm for processing analytical data (obtained in step 42) in order to calculate the effectiveness of creatives (in particular, placed on advertising items, in particular billboards) used in an external and / or internal advertising campaign.

[099] In the step at the input, the algorithm from the database receives a set of publications created by the user in the described application (which are stored on server 3 and analyzed by server 3, as described in the framework of this technical solution) for a specific advertising campaign (each publication may be associated with GPS position, number of likes, number of reposts and number of friends and / or subscribers on a social network (social media network) collected by this publication) and a set of advertising objects (names (object identifiers) with GPS lodges). For each publication, the calculation of the levels of involvement (ER1, ER2, ER3) is carried out:

[0100] ER1 = number of likes divided by the number of friends and subscribers;

[0101] ER2 = number of republishings divided by the number of friends and subscribers;

[0102] ER3 = number of views divided by the number of friends and / or subscribers; (This metric is only available if a video was used in an ad campaign.

[0103] If not all levels of engagement can be calculated on a particular social network, only those that can be calculated are used.

[0104] Next, in step 45, the quality of the creative used is calculated (in particular, publications, posts, content, etc.). In step 41 described above, the assignment (relation, relationship) of each publication to the advertising object was determined and, therefore, the attribution to the media creative (content, media content) was determined, in particular the photo and video content used for this advertising object in a specific campaign. If there is only one type of creative in the campaign, then all publications belong to one basket and can be compared with the creative used in other campaigns. If several creatives were used in the campaign, then we get publications related to each creative (basket) and then we can compare them with each other and with the creatives used in other advertising campaigns. It is worth noting that the carriers of content (creative), in particular, physical objects, are distributed into baskets in accordance with the creatives, in the particular case, how many creatives exist, so many baskets exist. Next, for each basket (in particular, containing homogeneous objects), metrics are calculated, which for each of the baskets can be compared with each other, in particular, to compare (evaluate) the quality of the creative.

[0105] For each creative, the calculation of the average ER1, ER2 and ER3 for publications in the corresponding basket, respectively, AER1, AER2 and AER3.

[0106] In step 46, standard computational tools are used to determine the statistical distribution of creatives based on AER1, AER2, and AER3, such as groups of the best or worst creatives in this campaign, average creative performance in this campaign, compared to average indicators for others campaigns in the database, comparison of the effectiveness of creatives located on the same advertising object among several advertising campaigns (may be useful for determining social demography and audience profile in Rug / advertising about this subject) and other analysts (analysis), and carried out the provision of such data is a web-based interface to the user, such as an advertiser.

[0107] FIG. 5 (a), 5 (b), and 5 (c) show exemplary user interface variants of the above-mentioned computer system for calculating the effectiveness of outdoor and indoor advertising depicted in FIG. one.

[0108] In one or more implementations of the present technical solution, element 51 of FIG. 5 (a) is a map showing details around a user's current location.

[0109] In one or more implementations of the present technical solution, element 52 of FIG. 5 (a) is an advertising object on map 51 of one of the ongoing advertising campaigns.

[0110] In one or more implementations of the present technical solution, element 53 of FIG. 5 (a) is a navigation panel in which the user can switch between views of the Graphical User Interface (GUI / GUI): Campaigns, Gallery, Map, Profile and Support.

[0111] In one or more embodiments of the technical solution, element 54 of FIG. 5 (b) is a scrollable list of available advertising campaigns.

[0112] In one or more implementations of the present technical solution, element 55 of FIG. 5 (b) is the tariff for publishing to various accounts of social media networks (see step 35 above).

[0113] In one or more embodiments of the technical solution, element 56 of FIG. 5 (c) is a gallery of publications made, and the number of points earned by the user for each publication (see step 35 described above).

FIG. 6 illustrates an exemplary embodiment of a computer mobile system 600 that can be used as a mobile device of user 2 in combination with the system depicted in FIG. 1. In one or more embodiments, the mobile computer system 600 may be implemented in the form factor of a mobile computing device, such as a smartphone, personal digital assistant (PDA), tablet computer, or smartwatch, all of which are widely available for sale and well known to those skilled in the art.

[0115] The computer system 600 may include a data bus 604 or other connection or communication mechanism for transmitting information between and among various hardware components of the mobile computer system 600 and a central processing unit (CPU / CPU or simply a processor) 601 associated with the data bus 604, for processing information and performing other computational and management tasks (settlement and control tasks). Computer system 600 also includes memory 612, for example, random access memory (RAM) or other storage device associated with data bus 604, for storing various information, as well as instructions executed by processor 601. Memory 612 may also include permanent storage devices, for example, a magnetic disk, an optical disk, a solid state flash drive, or other non-volatile solid state storage devices.

[0116] In one or more implementations of the technical solution, memory 612 can also be used to store temporary variables or other intermediate information during execution of instructions by processor 601. Optionally, computer system 600 may also include read only memory (ROM or EPROM) 602 or another static storage device connected to the data bus 604, for storing static information and instructions for the processor 601, for example, firmware ("firmware" / firmware) is required for the operation of the computer system 600, the basic input / output system (BIOS), as well as various configuration parameters of the computer system 600.

[0117] In one or more implementations of the technical solution, the computer system 600 may include a display device 609, which may also be connected to a data bus 604, to display various information to a user of the computer system 600, such as the user interface screens shown in FIG. . 4 and FIG. 5. In an alternative embodiment, the display device 609 may be coupled to a graphics controller and / or graphics processor (not shown). The display device 609 may be implemented as a liquid crystal display (LCD) made, for example, using thin film transistor technology (TFT) or organic light emitting diode (OLED) technology, both of which are well known to those skilled in the art. In various embodiments, the display device 609 may be combined in one common housing with the remaining components of the computer system 600. In an alternative embodiment, the display device 609 may be located outside such a housing.

[0118] In one or more implementations of the technical solution, the computer system 600 may also include a Near Field Communication (NFC) 625 interface coupled to a data bus 604 and configured to communicate with one or more NFC devices to determine its geographic location.

[0119] In one or more embodiments of the technical solution, the computer system 600 may include one or more input devices, such as a touch interface 610, for receiving tactile commands, a camera 611 for creating still images and videos of various objects, as well as a keyboard 606, which may be associated with the above data bus 604 for transmitting information, including, but not limited to, images and video, as well as instructions of user instructions to the processor 601. In an alternative embodiment of the technical solution Nia input devices may include a system for tracking eye movements of the user (not shown) which may be used to indicate computer system 600 a user selection command.

[0120] In one or more implementations of the technical solution, the computer system 600 may further include a location signal receiver 603 configured to scan a GPS signal or beacons, and transmit the scanned data described above to a processor 601 via a data bus 604.

[0121] In one or more implementations of the technical solution, the computer system 600 may further include a communication interface, for example, a network interface 605 connected to a data bus 604. A network interface 605 may be configured to establish a connection between the computer system 600 and the Internet 624 with using at least one WIFI interface 607 and a cellular adapter (GSM or CDMA) 608. The network interface 605 can be configured to allow two-way data transfer between the computer system 600 and the Internet 624. The WIFI interface 607 functions in conjunction with the 802.11a, 802.11b, 802.11g, and / or 802.11n protocols, as well as the Bluetooth protocol, which is well known to those skilled in the art. In an exemplary embodiment of the technical solution, the WIFI interface 607 and the cellular network adapter (GSM or CDMA) 608 sends and receives electrical or electromagnetic signals carrying digital data streams representing various types of information.

[0122] In one or more embodiments of the technical solution, the Internet 624 typically provides data transmission through / through one or more subnets to other network resources. Thus, the computer system 600 is capable of accessing various network resources located anywhere in the Internet 624, for example, web servers, other content servers, as well as other resources of network storage devices. In one or more embodiments, computer system 600 is configured / configured to send and receive messages, multimedia data, and other data, including application program code, through various networks, including the Internet 624 via a network interface 605. For example, on the Internet, when a computer system 600 acts as a network client / network client, it can request code or data for an application / application running on computer system 600. Similarly, it can from ravlyaetsya various data or computer code to other network resources.

[0123] In one or more embodiments of the technical solution, computer system 600 uses a network interface 605 to send / transmit a request / requests over the Internet 624, for example, HTTP requests, to servers 3 and to receive various information, including, but not limited to , the above information displayed by the user using the user interface shown in FIG. 4 and FIG. 5.

[0124] In one or more embodiments of the technical solution, the functionality described here is implemented by a computer system 600 by means of a processor 601 that executes one or more sequences of one or more instructions / instructions contained in memory 612. Such instructions can be read into memory 612 from another computer readable media (computer-readable medium). The execution of the sequences of instructions contained in the memory 612, leads to the execution of the processor 601 various described process steps. In alternative embodiments of the technical solution, a wired circuit may be used, or in combination with software instructions. Thus, the implementation options of this technical solution are not limited to any particular combination of hardware circuitry and software.

[0125] The term "computer-readable medium", as used here, refers to any medium / tool that is involved in providing instructions to the processor 601 for their implementation. Computer-readable medium is just one example of a machine-readable medium, which may contain instructions for implementing / implementing any of the methods and / or technologies / methods described herein. Such a storage medium may be of various kinds, including, but not limited to, non-volatile media / media and volatile media / media.

[0126] General types of non-volatile computer-readable / computer-readable media include, for example, a floppy disk, floppy disk, hard disk / hard disk drive, magnetic tape or any other magnetic medium, CD-ROM, any other optical medium, punched cards, paper tapes, any other physical media (data) with patterns of holes, RAM, PROM, EPROM, FLASHEPROM, flash drive, memory card, any other chip or memory cartridge, or any other medium from which the computer can read. Various types of computer-readable / machine-readable media may be involved in transferring one or more sequences of one or more instructions to processor 901 to execute them. For example, instructions can initially be transferred to a magnetic disk from a remote computer. Alternatively, the remote computer can load instructions into dynamic memory and send instructions via the Internet 624. In particular, computer instructions can be downloaded to memory 612 of the computer system 600 from the above remote computer via the Internet 624 using a variety of network data transfer protocols, well known in the art.

[0127] In one or more embodiments of the technical solution, the memory 612 of the computer system 600 may store any of the following software, applications, or modules:

[0128] 1. An operating system (OS) 613, which can be a mobile operating system for implementing basic system services / services and controlling various hardware components of a computer system 600. Exemplary versions of an operating system 613 are well known to those skilled in the art and may include iOS, Android, Windows Mobile or any other mobile operating system / mobile operating systems currently known or developed in the future.

[0129] 2. Mobile applications 614 may include, for example, a set of software applications executed by processor 601 of computer system 600 that allow the computer mobile system 600 to perform certain predetermined functions, for example, receiving GPS position data and transmitting them to server 3, to receive information for displaying to the user and for displaying this information to the user using a graphical user interface displayed on the display device, as described above in conjunction with FIG. 4 and FIG. 5. In one or more embodiments of the technical solution, the mobile applications 614 may include, for example, a client application / client application 615.

[0130] 3. Data storage 616 can be used, for example, to store information about the location / position of the client device, as well as other data, for example, points (points) earned by the user, distance traveled, duration of the trip, as well as other relevant statistical information.

FIG. 7 illustrates an exemplary embodiment of a computer server system 700 that can be used, for example, as server 3 of the inventive system, to evaluate the effectiveness of outdoor or indoor advertising shown in FIG. 1. It is worth noting that other components of the described system, such as a database processor / DBMS 4, can also be deployed / hosted on a computer server system 700.

[0132] In one or more implementations of the technical solution, the computer server system 700 may include a data bus 704, which may be substantially similar and may perform similar functions as the data bus 704 of the computer system 600 shown in FIG. 6. In various embodiments of the technical solution, the data bus 704 may use the same or different connection and / or communication protocol as the data bus 604. One or more processors (CPUs) 701, network adapter 705, EPROM / Firmware 702 storage, device the mappings 709 and the keyboard 706 of the computer system 700 may also be substantially similar to the corresponding processor 601, the network interface 605, the EPROM / Firmware 602 storage, the display device 609, and the keyboard 606 of the computer system 600, except that the first components are deployed in the configuration of the server platform. In various embodiments of the technical solution, one or more processors 701 may have significantly increased computing power compared to processor 601.

[0133] In addition to the input device 706 (keyboard), the computer server system 700 may further include a cursor control device 710, for example, a mouse, trackball / trackball, or directional arrow keys to transmit direction information and select / enter commands to the processor 701 and to control cursor movement on the display device 709. Such an input device typically has two degrees of freedom along two axes, a first axis (eg, x) and a second axis (eg, y), which allows the device to indicate a position on glossiness.

[0134] The LAN / ISDN adapter 707 of the computer server system 700 may be implemented, for example, using a Service Integrated Digital Network Card (ISDN) or modem to provide a data connection with an appropriate type of telephone line connected to the Internet 624 using Internet service provider equipment (not shown). As another example, the LAN / ISDN adapter 707 may be a network interface card (LAN NIC) for providing a connection for exchanging data with compatible LANs and the Internet 624. To store various data files, the computer server system 700 may be provided with a data storage 708 for the purpose of storing various statistics displayed to the user by the storage controller 703. A camera 711 may be used to create images and / or video of various objects.

[0135] In one or more embodiments of the technical solution, memory 712 of the computer server system 700 may store any of the following software, applications, modules, and / or data:

[0136] 1. A server operating system (OS) 713, which may be an operating system for implementing basic system services / services and managing various hardware components of a computer server system 700. Exemplary server operating systems 713 are well known to those skilled in the art and may include Windows Server, Mac OS, Unix, AIX, FreeBSD, Linux, as well as any other operating systems currently known or developed in the future.

[0137] 2. The network connection module 714 may include, for example, one or more network protocol stacks that are used to establish a network connection between a computer server system 700 and various Internet 624 network entities, such as a computer mobile system 600, using a network adapter 705, operating in conjunction with the LAN / ISDN adapter 707.

[0138] 3. Server applications 615 may include, for example, a set of software applications executed by one or more processors 701 of a computerized server system 700 that allow a computer server system 700 to perform certain predetermined functions or tasks. In one or more implementations of the technical solution, server applications 715 may include a server-side application 716, the functionality of which has been described in more detail above. Additionally, a database management system 717 may be provided for storing and controlling access to various information, as described in more detail above.

[0139] 4. Data warehouse 719 can be used, for example, to store user data, geographical location / position data, tariff data, user score (points), as well as any other data objects described above that may stored as one or more database tables containing database records.

[0140] In conclusion, it should be understood that the processes and technologies described herein are not inherently related to any particular device and can be implemented by any suitable combination of components. In addition, various types of general-purpose devices can be used as described herein. It may also be appropriate to create a specialized device for performing the steps of the method described here. This technical solution is described with reference to specific examples, which are in all respects intended to illustrate and not limit. Those skilled in the art will appreciate that many different combinations of hardware, software, and firmware are suitable for implementing the present technical solution. For example, the described software can be implemented in a wide range of programming languages or scripting languages, such as Assembler, C / C ++, Objective-C, perl, shell, PHP, Java, as well as any currently known or later developed programming language or scripting language.

[0141] Furthermore, other implementations of the present technical solution will be apparent to those skilled in the art upon consideration of the present description and application of the technical solution disclosed herein. Various aspects and / or components of the described options can be used individually or in any combination in systems and methods for evaluating the effectiveness of outdoor or indoor advertising (s). It is assumed that the description and examples will be considered only as examples, while the true scope and essence of the technical solution are indicated in the following technical solution formula.

Claims (62)

1. A computer-implemented method for calculating a user promotion in conjunction with outdoor or indoor advertising, the method being performed in conjunction with a computer system comprising a central processor, a positioning device, a display device, and a memory, the computer-implemented method comprising: a) the use of a central processor for publishing photos or videos created by the user on a social network; b) checking whether photos or videos published on the social network are still available; c) if the published photos or videos are still available, the level of interaction of other users with the published photos or videos is determined; d) determination of tariff information applicable to an advertising campaign corresponding to published photos or videos and social networks; and e) calculation of the number of points (P) received by the user for published photos or videos on the social network based on certain tariff information and a certain level of interaction. 2. A method implemented on a computer according to claim 1, characterized in that the level of interaction of other users with the published photos or videos is determined based on the number (L) of “likes” collected by the published photos or videos on the social network. 3. The computer-implemented method according to claim 1, characterized in that the level of interaction of other users with the published photos or videos is determined based on the number of reposts (S) collected by the published photos or videos on the social network. 4. The method implemented on a computer according to claim 1, characterized in that the level of interaction of other users with published photos or videos is determined based on the number of views (V) of published photos or videos on a social network. 5. The method implemented on a computer according to claim 1, characterized in that the tariff information includes the price for a friend / subscriber (pF), the price for “like” (pL) and the price for repost (pS), a limit for a friend / subscriber ( limF), the limit for likes (limL) and the limit for reposts (limS), the price per watched video (pV) and the limit for the number of times a video can be watched (limV). 6. The computer-implemented method according to claim 1, which further includes determining the number (F) of friends and subscribers of the user profile on the social network and in which the number of points (P) received by the user for the published photos on the social network, is calculated in accordance with the formula : P = if (F> limF; LOG (F; 2) * pF * limF / LOG (limF; 2); pF * F) + if (L> limL; LOG (L; 2) * pL * limL / LOG ( limL; 2); pL * L) + if (S> limS; LOG (S; 2) * pS * limS / LOG (limS; 2); pS * S) or any other function that is linear in the number of friends, the number of likes, the number of reposts and switches to the logarithmic after a certain limit, and in which the formula for the published video is: P = if (V> limV; LOG (V; 2) * pV * limV / LOG (limV; 2); pV * V) + if (L> limL; LOG (L; 2) * pL * limL / LOG ( limL; 2); pL * L) + if (S> limS; LOG (S; 2) * pS * limS / LOG (limS; 2); pS * S) or any other function that is linear to the number of times that the video has been viewed, the number of likes, the number of reposts and switches to the logarithmic after a certain limit. 7. A computer-implemented method according to claim 1, characterized in that checking whether photos or videos published on the social network are still available for a predetermined period of time includes determining whether published photos or videos exist and whether they can be accessed by any user without any restrictions. 8. The computer-implemented method according to claim 7, characterized in that if the published photos or videos are not accessible to everyone, then they are considered as “inaccessible”. 9. A computer-implemented method for evaluating the effectiveness of outdoor or indoor advertising, the method being carried out in conjunction with a computer system comprising a central processor, a positioning device, a display device and a memory, the computer-implemented method comprising: a) obtaining data on a variety of publications made for a predetermined advertising campaign; b) the association of each publication of multiple publications with an advertising object of multiple advertising objects; and c) determining the effectiveness of outdoor or indoor advertising based on a statistical analysis of the number of associated publications. 10. Implemented on a computer the method according to p. 9, characterized in that it further includes calculating the level of involvement for each of the many publications. 11. Implemented on a computer the method according to p. 9, characterized in that each publication from the set of publications is associated with an advertising object of a set of advertising objects using the algorithm for constructing a Voronoi diagram. 12. A computer-implemented method according to claim 9, characterized in that it further includes the use of a statistical distribution of advertising objects, including groups of the best and worst-performing objects in a predetermined advertising campaign, the average efficiency of advertising objects in a predetermined advertising campaign, compared to average indicators for other campaigns in the database, comparing the effectiveness of an advertising object among several advertising campaigns and other analytics. 13. A computer-implemented method according to claim 9, characterized in that it further includes the use of standard computing tools to determine the statistical distribution of creatives, including groups of the best and worst creatives in a predefined advertising campaign, average creative efficiency in a predefined advertising campaign, compared with the average for other campaigns in the database, comparing the effectiveness of creatives located on the same advertising object among several advertising campaigns (my It can be useful for determining social demography and audience profile near a given advertising object) and other analytics. 14. Implemented on a computer the method according to p. 13, characterized in that the level of involvement contains the first level of involvement, calculated on the basis of the number of likes of the publication. 15. The computer-implemented method according to claim 14, characterized in that it further includes determining the number (F) of friends and subscribers of the user profile in the social network, the first level of involvement being calculated by dividing the number of likes of the publication by the number of friends and subscribers of the corresponding user, which made the publication. 16. A computer-implemented method according to claim 13, characterized in that the level of involvement contains a second level of involvement, calculated on the basis of the number of reposts of the publication. 17. A computer-implemented method according to claim 16, characterized in that it further includes determining the number (F) of friends and subscribers of the user profile in the social network, the second level of involvement being calculated by dividing the number of publication reposts by the number of friends and subscribers of the corresponding user, which made the publication. 18. A computer-implemented method according to claim 13, characterized in that the level of involvement comprises a third level of involvement, calculated on the basis of the number of views of the publication. 19. A computer-implemented method according to claim 18, characterized in that it further comprises determining the number (F) of friends and subscribers of the user profile in the social network, the third level of involvement being calculated by dividing the number of views of the publication by the number of friends and subscribers of the corresponding user, which made the publication. 20. Non-volatile computer-readable medium containing a set of computer-executable instructions that, when executed in a computer system comprising a central processor, positioning device, display device, and memory, allows the computer system to execute a computer-implemented method for calculating user reward in conjunction with outdoor or indoor advertising moreover, the method includes: a) the use of a central processor for publishing photos or videos created by the user on a social network; b) checking whether photos or videos published on the social network are still available; c) if the published photos or videos are still available, the level of interaction of other users with the published photos or videos is determined; d) determination of tariff information applicable to an advertising campaign corresponding to published photos or videos and social networks; and e) calculation of the number of points (P) received by the user for published photos or videos on the social network based on certain tariff information and a certain level of interaction. 21. Non-volatile computer-readable medium according to claim 20, characterized in that the level of interaction of other users with the published photos or videos is determined based on the number (L) of “likes” collected by the published photos or videos on the social network. 22. Non-volatile computer-readable medium according to claim 20, characterized in that the level of interaction of other users with published photos or videos is determined based on the number of reposts (S) collected by published photos or videos on a social network. 23. Non-volatile computer-readable medium according to claim 20, characterized in that the level of interaction of other users with the published photos or videos is determined based on the number of views (V) of the published photos or videos on the social network. 24. Non-volatile computer-readable medium according to claim 20, characterized in that the tariff information includes the price for a friend / subscriber (pF), the price for “like” (pL) and the price for repost (pS), the limit for a friend / subscriber (limF ), the limit for likes (limL) and the limit for reposts (limS), the price per watched video (pV) and the limit for the number of times a video can be watched (limV). 25. The non-volatile computer-readable medium according to claim 20, characterized in that the method further determines the number (F) of friends and subscribers of the user profile on the social network and in which the number of points (P) received by the user for the published photos on the social network is calculated in according to the formula: P = if (F> limF; LOG (F; 2) * pF * limF / LOG (limF; 2); pF * F) + if (L> limL; LOG (L; 2) * pL * limL / LOG ( limL; 2); pL * L) + if (S> limS; LOG (S; 2) * pS * limS / LOG (limS; 2); pS * S) or any other function that is linear in the number of friends, the number of likes, the number of reposts and switches to the logarithmic after a certain limit, and in which the formula for the published video is: P = if (V> limV; LOG (V; 2) * pV * limV / LOG (limV; 2); pV * V) + if (L> limL; LOG (L; 2) * pL * limL / LOG ( limL; 2); pL * L) + if (S> limS; LOG (S; 2) * pS * limS / LOG (limS; 2); pS * S) or any other function that is linear to the number of times that the video has been viewed, the number of likes, the number of reposts and switches to the logarithmic after a certain limit. 26. The non-volatile computer-readable medium according to claim 20, characterized in that checking whether photos or videos published on the social network are still available for a predetermined period of time includes determining whether published photos or videos exist and whether whether they can be accessed by any user without any restrictions. 27. Non-volatile computer-readable medium according to claim 26, characterized in that if the published photos or videos are not available to everyone, then they are considered as “inaccessible”. 28. Non-volatile computer-readable medium containing a set of computer-executable instructions that, when executed in a computer system containing a central processor, positioning device, display device and memory, allow the computer system to execute a computer-implemented method for evaluating the effectiveness of outdoor or indoor advertising, the method including : a) obtaining data on a variety of publications made for a predetermined advertising campaign; b) the association of each publication of multiple publications with an advertising object of multiple advertising objects; and c) determining the effectiveness of outdoor or indoor advertising based on a statistical analysis of the number of associated publications. 29. Non-volatile computer-readable medium according to claim 28, characterized in that it further includes calculating the level of involvement for each of the many publications. 30. A non-volatile computer-readable medium according to claim 28, characterized in that each publication from a plurality of publications is associated with an advertising object of a plurality of advertising objects using the Voronoi diagram construction algorithm. 31. The non-volatile computer-readable medium according to claim 28, characterized in that it further includes the use of a statistical distribution of advertising objects, including groups of the best and worst performing objects in a predetermined advertising campaign, the average efficiency of advertising objects in a predetermined advertising campaign, compared to the average for other campaigns in the database, comparison of the effectiveness of an advertising object among several advertising campaigns and other analytics. 32. The non-volatile computer-readable medium according to claim 28, characterized in that it further includes the use of standard computing tools to determine the statistical distribution of creatives, including groups of the best and worst performing creatives in a predefined advertising campaign, the average efficiency of a creative in a predefined advertising campaign, compared to average for other campaigns in the database, comparison of the effectiveness of creatives located on the same advertising object among several ads s campaign (it may be useful to determine the demographic and social profile of the audience about this advertising object) and other analysts. 33. Non-volatile computer-readable medium according to claim 32, characterized in that the level of engagement contains the first level of engagement, calculated on the basis of the number of likes of the publication. 34. The non-volatile computer-readable medium according to claim 33, characterized in that it further includes determining the number (F) of friends and subscribers of the user profile on the social network, the first level of involvement being calculated by dividing the number of likes of the publication by the number of friends and subscribers of the corresponding user who performed publication. 35. Non-volatile computer-readable medium according to claim 32, characterized in that the level of involvement contains a second level of involvement, calculated on the basis of the number of reposts of the publication. 36. The non-volatile computer-readable medium according to claim 35, characterized in that it further includes determining the number (F) of friends and subscribers of the user profile on the social network, the second level of involvement being calculated by dividing the number of publication reposts by the number of friends and subscribers of the corresponding user who performed publication. 37. Non-volatile computer-readable medium according to claim 32, characterized in that the level of involvement contains a third level of involvement, calculated on the basis of the number of views of the publication. 38. The non-volatile computer-readable medium according to claim 37, characterized in that it further includes determining the number (F) of friends and subscribers of the user profile on the social network, the third level of involvement being calculated by dividing the number of views of the publication by the number of friends of subscribers of the corresponding user who published .

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