RU89738U1 - SYSTEM OF CONTEXT DEMONSTRATION OF INFORMATION MATERIALS ON THE INTERNET - Google Patents

Abstract

A system for contextual demonstration of information materials on the Internet containing a remote server associated with at least one remote database for storing advertising information, information about advertising campaigns and related information, user terminals displaying text and / or video information and having a means of forming and transmitting requests for the provision of advertising information from advertising campaigns, information about which is enclosed in the database, by pointing the pointer to the key word or an interactive link with the given words, or phrases, or a phrase in text information viewed by a user on a terminal when connecting the latter to a remote server, means for selecting advertising information stored in a specified database, means for transmitting said information, means for receiving and storing said information and means for reproducing said information, characterized in that the means for receiving and storing said information is a receiving and storage device the use of advertising materials selected from a remote database on the basis of a query by keywords or an interactive link with the given words, or a phrase, or a phrase in text information, which is associated with the means of reproducing this information on the user terminal and which is multi-channel with distribution of advertising material by to the target feature between the channels and with the means of switching between the information supply channels, and the user terminal is equipped with a device activation unit received

Description

The utility model relates to advertising in the media and is intended and intended to reproduce advertising information on a user terminal using telecommunications and the Internet. In particular, we consider a contextual system (associated with the presence on a page or in the browser cache of predefined keywords, phrases or phrases) for demonstrating information, reference and advertising materials on pages of Internet resources.

Internet users are aware of the increasing number of advertising materials appearing in it. As a rule, they are presented in the form of banners that convey the message of the advertiser. However, the more advertising appears in this form, the less effective it becomes. This is due to the fact that this type of advertising has several disadvantages. On the one hand, banners are always present, they are too similar to each other and, therefore, are of little interest to the user, so the user can very easily ignore them. On the other hand, the user can simply “scroll” the image of the banners on the screen until they disappear completely. Banners also take up valuable space on the screen, clutter up and fill the screen. Therefore, there is a need for advertising much more effective in form and more entertaining in content.

At the moment, various systems are known for contextual presentation of advertising and reference materials. Moreover, all such systems are limited to the demonstration of one or two types of information. Either text, text, graphic, banner, or video information.

In addition, the management of such systems and the collection of statistical information are very limited.

A well-known advertising management system containing a database, management interfaces, a program that allows you to display advertising information when you hover over a certain amount of information "a given keyword or set of keywords and phrases" (RU No. 2202825 from 04.20.2001).

This system has limited use, as it is intended to show detailed advertising when you hover over the same advertisement, presented in an abbreviated form. The system lacks the means of generating, transmitting and receiving user requests, processing them, selecting the optimal advertising company based on a set of features, and defining a set of keywords by which a request is generated.

A known system for providing advertising information containing a remote database designed to store information about advertising campaigns and related information, user terminals displaying information and a pointer, each of which includes or is associated with a corresponding means of generating and transmitting requests for generating and transmitting requests for an advertising campaign, a means of fixing a pointer to a keyword / keywords, and a means of receiving queries connected to the specified database (JP 2002373283).

When the user moves the mouse cursor over the material selected from the daily needs category, the content of the advertisements registered in the advertisement database of the corresponding category is shown as a tooltip. The content of the advertisement is shown only when the user moves the mouse cursor over the corresponding material, which is a one-time operation, after which the user must return to the start page and again move to a new link. Such a mechanism does not allow efficient work with massive informational material.

A known system for providing advertising information containing a remote database for storing information about advertising campaigns and related information, user terminals displaying text information, and a pointer, each of which includes or is associated with appropriate means of generating and transmitting requests for the formation and transmission of requests for requests for the implementation of the advertising campaign, by means of fixing the pointing of the pointer to the keyword / keywords, and medium In order to receive requests connected to the specified database, the system has a means for selecting commercials stored in the specified database or in the second database, means for transmitting commercials, means for receiving and storing commercials, and means for reproducing the commercial, each of which is associated with a user terminal, a pointer guidance fixation tool, and a tool for receiving and storing commercials, with commercials selecting means connected to said first or second databases, connecting targeted to the means of receiving requests, and the means of transmitting commercials (RU No. 81355, G06Q 30/00, publ. March 10, 2009).

This decision was made as a prototype.

The disadvantage of this solution is the same as in the previously considered solutions. This useful model ensures the achievement of a technical result, which consists in increasing the efficiency of working with information, reference and advertising materials on the pages of Internet resources by forming, according to the given words, phrases, phrases and other elements of the Internet pages, bearing the semantic load of the information container in which it is collected necessary information without a constant exit from the main page on which the user works.

The specified technical result is achieved by the fact that the utility model formula in the system of contextual demonstration of information materials on the Internet containing a remote server associated with at least one remote database designed to store advertising information and information about advertising campaigns and related information, user terminals displaying text, graphic and / or video information and having a means of generating and transmitting requests for the provision of advertising information from llama campaigns, information about which is enclosed in the database, by pointing to a keyword or an interactive link with the given words, or phrases or phrases in the text information viewed by the user on the terminal when the latter is connected to a remote server, a means of selecting advertising information stored in said database, means for transmitting said information, means for receiving and storing said information and means for reproducing said information, means for receiving and storing The specified information is a device for receiving and storing advertising materials selected from a remote database based on a query by keywords or an interactive link with specified words, or a phrase or phrase in text information that is associated with a means of reproducing said information on a user terminal and which made multichannel with the distribution of advertising material on the target basis between the channels and with a means of switching between channels of information supply, and the user terminal is equipped with an activation unit for a device for receiving and storing advertising materials and controlling a means for switching between information supply channels.

These features are significant and are interconnected with the formation of a stable set of essential features sufficient to obtain the desired technical result.

The present utility model is illustrated by a specific example of execution, which, however, is not the only possible one, but clearly demonstrates the possibility of achieving the required technical result.

Figure 1 - shows a variant of the functional diagram of the system.

Figure 2 - shows the algorithm of the system.

A contextual demonstration is the presentation of advertising and information materials in the context of the content of the main content of the publication, information release, web page, etc. Contextual demonstration is actively used both in print (for example, material “on the rights of advertising” on the topic of the main article in the journal) and electronic media. The Internet, distinguished from traditional media by its high level of interactivity, speed of delivery and change of materials, and most importantly by its unique capabilities for determining the quality of the user and the history of his addictions and interests, has undeniable advantages and brilliant prospects in the context of the contextual demonstration of advertising and information materials.

Millions of users of the network visit Internet resources in order to find the necessary information. At the same time, users are already configured to use auxiliary links and announcements. The main advantage of contextual displays is the ease and unobtrusiveness of providing information that a user who is not interested in the subject of advertising simply does not activate in most cases. This approach provides the advertiser with visitors who are already potentially interested in the goods or services they advertise.

Contextual impressions on the network are used in the form of announcements of announcements corresponding to the subject of the page, or the history of user searches, or in the form of words highlighted in a special way in the text of the page with tooltips to go to the advertiser's resource, or as players loaded when hovering over keywords, which show an advertising video. Advertising messages are also placed on graphics, photographs, and videos, in the context of their descriptions and names.

The need for a system with a unified approach, both to the subject of the context (the contextual hyperlink can be keywords in the text, and the announcements of materials, and other objects of web pages that can be hyperlinks displayed according to the parameters specified by the service), and the types of information materials (graphics, animation, video, audio, text and text-graphic information, as well as any interactive elements: remote resource navigation, polls, polls, questionnaires, tests, games, etc.) is fully justified for today Hb.

The system proposed according to this utility model is primarily aimed at satisfying precisely the needs of unification of both the use of elements of Internet resources and the provision of users in the process of contextual demonstration of absolutely any information material that is required during advertising and information campaigns that require a wide audience, and highlighting narrow target groups.

The proposed system is an Internet service that provides the formation of advertising and information campaigns, and their implementation on the Internet resources included in the information network of the service, by registering and installing program code on the pages of their resources displayed on the network user terminal. The system consists of the main information resource, three control panels (advertiser, site owner and system distributor), servers for hosting the software product, databases and related advertising and information materials.

The system for contextual demonstration of information materials on the Internet contains a remote server 1 connected to at least one remote database 2 for storing advertising information and information about advertising campaigns and related information, user terminals 3 displaying text and / or video information and having a means 4 of forming and transmitting requests for the provision of advertising information from advertising campaigns, information about which is enclosed in a separate database, by pointing to a keyword or an interactive link with the given words, or phrases or phrases in the text information viewed by the user on the terminal when connecting the latter to the remote server, means 5 for selecting advertising information stored in the specified database, means 6 for transmitting the specified information , means 7 for receiving and storing said information; and means for reproducing said information.

In this case, the means 7 for receiving and storing said information is a device for receiving and storing advertising materials such as an information container, selected from a remote database based on a query by keywords or an interactive link with given words, or a phrase or phrase in text information that is associated with by means of reproducing said information on a user terminal and which is multi-channel with distribution of advertising material according to a target attribute between channels alami 8 and with means for switching between information supply channels, and the user terminal is equipped with a unit 9 for activating a device for receiving and storing advertising materials and controlling means for switching between information supply channels.

The content of the information container is displayed in the block 10 for selecting keywords, through which the request in the form of keywords or an interactive link with the given words, or phrases or phrases in text information through the download block 11 is sent to the generator 12 of the list of keywords

The remote database is designed to store information about advertising and information companies, statistics and conditions of events, statuses of participants, users, partners of the system, their accounts and payments, as well as other related information

Thus, the system also includes:

- a means of selecting on a web page specified keywords, phrases, phrases or displaying them in accordance with the search queries stored in the browser cache and then extracting them as interactive links;

- a mechanism for demonstrating an information container in accordance with specified context parameters (the display takes place in the context of the content of the page or in accordance with the history of search queries and previously visited resources) and keywords and phrases;

- a mechanism for loading specified materials into an information container, including the selection of network users viewing them by geographic and temporal parameters;

- a means of receiving and processing requests and communication with the database;

- a mechanism for transmitting statistics on viewing information loaded into the container, as well as on clicks on links contained in the downloaded files and documents, on the addresses of the resources of the system participants on which the container is being demonstrated;

The information container itself is a device for demonstrating the designated types of MI. The container contains the means for the ability to reproduce all the materials participating in the campaign. And also provide, if necessary, interactive interaction with the user, for example, to collect specified information, to transmit voting results, etc. In order to have the opportunity to demonstrate several types of materials within one campaign, the container is equipped with a means of switching between information supply channels. In this case, the number and type of channels is set by the advertiser in the control panel.

In addition, the system provides an administrative system for managing, monitoring and consulting service participants, which includes the following participants: advertiser 13, owner of 14 information spaces and partner 15 (distributor of service services), which are connected to the server through the control panel 16. Participation in the system assumes initial registration as a suitable participant status: either by the Advertiser, or by the owner of the sites, or by a service partner (distributor of service services). Depending on the chosen status, familiarization with the relevant documentation and filling out the necessary questionnaires with registration data takes place. After registration, the participant receives access to the personal account created for him. In accordance with the status, the panel has various sections. The partner is provided with the management of the campaigns of the advertisers involved by him, the conduct of financial calculations. It is possible to build all types of reporting, etc. The owner gets the opportunity to add sites to the system where the contextual demonstration will take place, set stop words that will not be used for the demonstration. The owner also has the ability to build and receive all types of reports. The owner also has the opportunity to attract on a paid basis the owners of other sites. To do this, the Owner’s control panel has corresponding sections.

The advertiser in the control panel provided to him has a full range of tools for forming campaigns (the number is unlimited). Formation of the campaign begins with an estimate of the estimated budget. For this, the system provides a module for evaluating words and phrases, as the cost of a word is formed on an auction basis, depending on the number of participants applying for the same key phrases and their degree of interest. In this case, the cost of activating the information container by the interested user is set, the price of switching to the resource specified by the advertiser is calculated by the system independently. In order to avoid unnecessary and unreasonable expenses, an auto broker is provided in the system. This module automatically lowers the cost of demonstrating and moving the user to the advertiser's resource, in case competing advertisers lower or raise bids.

Next is the formation of the information container. The advertiser selects the number of types of information materials that will be downloaded when the information container is activated. For the convenience of participants, a set of types of IMs was initially set: video, special offer, news, survey, questionnaire, about the company. At the same time, this set can be expanded or truncated.

Then there is a loading of materials. To facilitate the formation of the campaign, the materials in the system include visual text and graphic information editors, tools for determining the loading of external materials, such as web pages, as well as survey designers, questionnaires, navigation elements, video and audio information.

After replenishment of a virtual account and approval by administrators of IMs and keywords, the campaign starts. The campaign is active as long as the virtual account has a positive balance. Then the campaign is suspended until the next replenishment of the account.

All participants of the service have the opportunity to receive consultations both in the “ask a question” mode and in the online consultation mode via chat with a specialist.

The advertiser and the owner of the space can be one person, if necessary, demonstrate the IM on their own resources. For example, if there is a thematic Internet resource and an encyclopedia, it is possible to demonstrate reference materials of the encyclopedia on the pages of a thematic resource, with a link to the corresponding definitions. Or, if you have a thematic resource and an online store, it is possible to demonstrate them while activating hyperlinks in the form of keywords or phrases similar in topic to the products offered in the store.

The result of the activation of the information container will be the familiarization of the user with the assortment of the store, its special offers, as well as the transition of users to the pages of the corresponding goods or services.

This utility model provides the following benefits:

- Context - a demonstration of an information container, occurs by activating a hyperlink only if the user is interested.

- The ability to use text resources on any type of Internet resource, the resource owners simply receive the generated program code in the control panel for insertion on the Internet resource pages.

- The non-intrusiveness of the demonstration of materials as part of the user's search addictions.

- Multi-format - the system has the ability to use all types of IM. The format of the materials is absolutely not important for demonstration through the information container. This can be graphics, animation, video, audio, text and text-graphic information, as well as any interactive elements, such as remote resource navigation, polls, polls, profiles, tests, games, etc.

- The subject of the context can be any element of a web page that has definable semantic characteristics.

- Providing a full range of types of information during advertising and information campaigns, as well as marketing events, which set themselves the task of searching, collecting and analyzing information about consumers, current and potential.

- Statistical and reporting information on events from the place of demonstration and the quality of users, to the number of views of the information container and transitions to a given resource.

- The formation of the campaign takes place completely without participation from the service, the service participant has the opportunity to autonomously create information campaigns, add and compile materials, make changes and delete.

- To regulate regional and temporary accessibility to the demonstration of information materials, by applying temporary and geographical targeting in the relevant sections of the Control Panel.

- Identify groups of words and phrases that are key in the campaign. Manage financial processes and prepare the necessary reports.

- The service works using special protocols and in compliance with the necessary security measures for Internet connections and resources.

- Control of the demonstration of materials is carried out by administrators (moderators) of the service. The system has an administrative control panel as parameters of the control panel, and all the attributes and statuses of service participants.

- The service has the ability to use not only all formats of information materials for demonstration, but also use for this various types and types of information containers themselves. For example, in the context of the development of mobile Internet, the service has the ability to change the type of container corresponding to the size and specifications for demonstration on mobile devices.

- A serious problem of all systems of contextual demonstration is the deliberate cheating of views and transitions. The proposed system is equipped with anti-cheat tools. Among them are tracking users by ID, controlling statistics of visits to the information platform and comparative analysis with the number of views / clicks through the service, requesting the manual entry of an alphanumeric code when increasing the activation frequency of the container by one user.

In general, the service is a system of complete and effective control and management of information and advertising campaigns and other marketing activities on the Internet. The development of the network, improving the quality of access lead to the emergence of new types of information materials and facilitate the use of existing, but for various reasons still not common.

The service, originally designed to use any IM format, begins to use them without major changes. In addition, having no boundaries for expanding and increasing the number of participants (except for hardware), the system is a universal way to deliver IM to users, and, very importantly, using the conditions of contextual demonstration, taking into account the interest of users in the subject of the proposed materials.

Contextual presentation of the material acts selectively: the information container is shown only to those who want to see it. The effect of this type of presentation is also enhanced by the fact that the user, as it were, made an effort to activate (by clicking or hovering the mouse) an interactive link with the given words, phrases or phrases to get the necessary information.

At the same time, the user receives materials in the context of voluntarily found information (contained on the web page or corresponding to search queries in the cache of his browser), along with the materials necessary for him. He gets acquainted with the content of the page, and he gets a message, something like “and here we have something else on the topic of what you were looking for.” And as a result, the container is demonstrated to interested visitors who in one way or another have shown interest in this information, in extreme cases, on the most similar topics.

The advantage of the proposed utility model is not the reproduction of any kind of data directly, but the demonstration of an information container, which in turn is loaded with any selected type of material.

Demonstration of materials is the activation of an information container by clicking (or hovering) the mouse cursor on interactive links highlighted in the text of a web page in the form of keywords, phrases or phrases predefined in the control panel.

In the information container activated in this way, the materials corresponding to the given keywords, phrases or phrases of materials are loaded from the remote server: web pages, surveys, questionnaires, tests, videos, text and graphic materials, navigation elements of third-party web resources and other documents and interactive elements belonging to the system user whose information or advertising campaigns are currently active.

This utility model is industrially applicable, as it can be used in systems of electronic access to information materials.

Claims (1)

A system for the contextual demonstration of information materials on the Internet containing a remote server associated with at least one remote database for storing advertising information, information about advertising campaigns and related information, user terminals displaying text and / or video information and having a means of forming and sending requests for the provision of advertising information from advertising campaigns, information about which is enclosed in the database, by pointing the pointer to the key word or an interactive link with the given words, or phrases, or a phrase in the text information viewed by the user on the terminal when the latter is connected to the remote server, means for selecting advertising information stored in the specified database, means for transmitting said information, means for receiving and storing said information and means for reproducing said information, characterized in that the means for receiving and storing said information is a receiving and storage device the use of advertising materials selected from a remote database on the basis of a query by keywords or an interactive link with the given words, or a phrase, or a phrase in text information, which is associated with the means of reproducing this information on the user terminal and which is multi-channel with distribution of advertising material by to the target feature between the channels and with the means of switching between the information supply channels, and the user terminal is equipped with a device activation unit received I store promotional materials and controlling the switching means between the submission of the information channels.