WO2008064569A1 - Procédé publicitaire et exécution de ce procédé - Google Patents

Procédé publicitaire et exécution de ce procédé Download PDF

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Publication number
WO2008064569A1
WO2008064569A1 PCT/CN2007/003347 CN2007003347W WO2008064569A1 WO 2008064569 A1 WO2008064569 A1 WO 2008064569A1 CN 2007003347 W CN2007003347 W CN 2007003347W WO 2008064569 A1 WO2008064569 A1 WO 2008064569A1
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WO
WIPO (PCT)
Prior art keywords
advertisement
page
user
delivery
website
Prior art date
Application number
PCT/CN2007/003347
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English (en)
Chinese (zh)
Inventor
Rui Guan
Xingguo Fan
Jun Zhao
Original Assignee
Rui Guan
Xingguo Fan
Jun Zhao
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Rui Guan, Xingguo Fan, Jun Zhao filed Critical Rui Guan
Publication of WO2008064569A1 publication Critical patent/WO2008064569A1/fr

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the present invention relates to the field of advertising, and more particularly to a method for delivering a network advertisement and an implementation method thereof.
  • BACKGROUND OF THE INVENTION With the development of the Internet, online advertising has also developed rapidly. The so-called online advertisement refers to a business advertisement published on the Internet site with a digital code as a carrier. The advertising industry even believes that Internet advertising will surpass outdoor advertising and become the fifth largest media after the traditional four major media (television, radio, newspapers, magazines). Since the first commercial online advertisement on the Internet in China in 1997, it has been favored by many people. Compared to traditional media advertising, online advertising has the following advantages:
  • the carrier of interactive and sensory online advertising is basically a multimedia, hypertext format file. As long as the audience is interested in a certain product, more detailed, more detailed and vivid information can be learned with a simple click of the mouse. This allows consumers to "experience" products, services and brands in person. If new technologies such as virtual reality can be applied to online advertisements, allowing customers to experience goods or monthly services as they are, and to book, trade and settle online, the effectiveness of online advertising will be greatly enhanced.
  • online advertising has the above advantages, current online advertising has the following disadvantages:
  • the amount of page data is 1.3 megabytes (including 1 pair of advertisements, 1 static full screen, 1 scrolling advertisement, 100K total).
  • a large-size rich media advertisement of the homepage will be downloaded in the previous content. After that, the download starts (usually between 100 and 300k, where the video ad is 500k). When it is seen by the user, it is after 30 seconds, and at this time, most users have already jumped to other column pages.
  • the charging mode of the domestic website is based on the number of days of delivery. This kind of non-strong rotation method has a low arrival rate and has been abandoned by various websites.
  • the effective way to improve the arrival rate is to place the advertisement on the page with the most concentrated traffic or multiple pages. As discussed above, the top page of the website with the most traffic will lose more than 50% of the users.
  • the current rich media ad size can only be limited to 600k, otherwise most users will not be able to see this ad. This is affected by network bandwidth and network transmission speed, and there is no other way for ads to follow the user's browsing. 6. Due to limitations such as network transmission rate and ad arrival rate requirements, the current network video ad delivery size can only be limited to 400x300 pixels, which limits the performance of video ads. Similar to the previous question, video ads with more than 400x300 will have 2 problems. One is the increase in data volume, which leads to longer download time and more users. Second, large-size video ads will block too much page content. This is a situation where the traffic concentration page must never occur. In summary, the prior art cannot solve the above problems.
  • the present invention is directed to providing a solution capable of delivering an advertisement once, which can be directly delivered to a current page viewed by a user on the website and downloaded and played, and can solve the problem of the portal homepage rich in the related art.
  • Media ad arrival rate is low.
  • a network advertisement delivery method comprising the steps of: automatically playing an advertisement when a user browses a page of a website to which an advertisement is placed; and when the user jumps to another page of the website, Continue playing or replaying the ad on another page.
  • the method further includes the steps of: presetting the size of the advertisement and the position appearing in the page, and maintaining the advertisement in the position and the size of the size in different pages.
  • the advertisement is a plurality of advertisements, and further includes the following steps: rotating a plurality of advertisements in turn in the position where the advertisements in the page appear.
  • the method further includes the following steps: setting the number of times the advertisement is played in a user's browsing, the interval between plays, and the playing mode.
  • the pages are distributed in different sections of the website.
  • the advertisement is placed on a predetermined section or a predetermined page of the website.
  • the method further includes: determining the browsing interest of the user by collecting the browsing information of the user, and when the user jumps to another page of the website, the content of the advertisement that continues to be played on the other page is switched to Content that matches the interest of browsing.
  • a network advertisement delivery implementation method for dynamically playing a network advertisement to a user, including the following steps: Step a, embedding a delivery code corresponding to the advertisement into one or more websites Install a plug-in corresponding to the advertisement in the user's operating system or browser; and step b, when the user browses the page in the website, automatically download the delivery code to the page or automatically activate the plug-in to play ad.
  • step a includes the following steps: displaying an advertisement corresponding to the delivery code on the top layer of the page, and presetting the size of the advertisement corresponding to the delivery code and the position appearing in the page.
  • step a includes distributing a plurality of pages in a plurality of columns of the website.
  • step b includes the following steps: If the user jumps to another page when the advertisement download in the current page is not completed, the jumped new page continues the unfinished download until the download is completed. After that, the advertisement is started; and if the user jumps to another page when the advertisement of the current page is not completed, the new page that is jumped continues to play the advertisement.
  • step b includes the following steps: If the user jumps to another page after the advertisement of the current page is completed, the new page that is redirected replays the content corresponding to the code. ad.
  • step a includes setting a plurality of advertisements corresponding to the delivery code
  • step b includes the steps of: downloading the delivery code, and placing a plurality of advertisements in turn in one position of the page.
  • Non-mandatory under the premise of not affecting the user's usage habits, realize the control of the number of times the user can see the advertisement, the visible way, etc., and realize the targeted delivery and quantitative delivery of the advertisement delivery;
  • the advertising format is flexible, and it is not required to be limited by the size and location of the advertisements preset in the website page template.
  • the advertisements, size, data size and location of the entire website can be completely freely opened according to any size and position;
  • FIG. 1 is a flow chart showing a method for placing a network advertisement according to the present invention
  • FIG. 2 is a flow chart showing a method for implementing network advertisement placement according to the present invention
  • FIG. 3 is an embodiment of the present invention.
  • FIG. 4 is a flow chart of playing a full-network advertisement according to an embodiment of the present invention
  • FIG. 5 is a flow chart of variable size and positional play advertisements in accordance with one embodiment of the present invention
  • FIG. 6 is a flow diagram of playing multiple advertisements in turn, in accordance with one embodiment of the present invention
  • an advertisement method includes the following steps: Step S102: when a user browses a page of a website to which an advertisement is placed, automatically plays an advertisement; and in step S104, the user jumps to another website When one page is on, continue playing or replaying the ad on another page.
  • Step S102 when a user browses a page of a website to which an advertisement is placed, automatically plays an advertisement; and in step S104, the user jumps to another website When one page is on, continue playing or replaying the ad on another page.
  • the following steps may be further included: pre-setting the size of the advertisement and the position appearing in the page, and maintaining the advertisement in the position and the size of the size in different pages.
  • the advertisement may be a plurality of advertisements.
  • the following steps may also be included: rotating multiple advertisements in turn in the position where the advertisements in the page appear.
  • the following steps may be further included: setting the number of times the advertisement is played in a user's browsing, the interval between plays, and the playing mode.
  • Pages can be distributed in different sections of the website.
  • Ads can be placed on a predetermined or scheduled page of the website.
  • the browsing information of the user may also be collected to determine the browsing interest of the user, for example, by collecting the content field of the page browsed by the user is the IT field, determining that the browsing interest of the user is IT information, and then when the user jumps to the next
  • the content of the advertisement that continues to be played is switched to the advertisement content that matches the user's browsing interest, such as an IT advertisement. This can increase the user targeting of the ad.
  • a network advertisement delivery method for dynamically playing a network advertisement to a user includes the following steps: Step S202: Embed a delivery code corresponding to an advertisement into one or more pages of a website. And in step S204, when the user browses the page in the website, the delivery code is automatically downloaded to the page, and the advertisement corresponding to the delivery code is played.
  • Step S202 may include the following steps: displaying an advertisement on the page by using a layer, that is, displaying an advertisement corresponding to the delivery code on a top layer of the page, so that the advertisement covers a part of the page, and pre-setting the advertisement.
  • Step S204 may include the following steps: If the user jumps to another page when the advertisement download in the current page is not completed, the jumped new page continues the unfinished download, and the advertisement is started to be played after the download is completed; And if the user jumps to another page when the advertisement of the current page is not completed, the new page of the i?mega" continues to advertise. Step S204 may also include the following steps: if the user jumps to another page after the advertisement of the current page is completed, the jumped new page replays the advertisement corresponding to the delivery code.
  • Step S202 may include setting a plurality of advertisements corresponding to the delivery code, and step S204 includes the steps of: downloading the delivery code, and playing the plurality of advertisements in turn in one position of the page.
  • Figs. 3 is a flow diagram of following a play advertisement in accordance with one embodiment of the present invention. In this embodiment, after the user leaves the page of the advertisement delivery, the advertisement follows the user to continue playing in other pages accessed by the user. Referring to FIG.
  • Step S302 The user accesses the page of the advertisement delivery, and the page sends a request for downloading the advertisement to the server, and the server records the user information, including the unique identification information such as the IP address, and The page downloads the advertisement, and displays the advertisement if the download is completed.
  • Step S304 when the user leaves the page, the page sends parameters to the system, including the user's IP information and the running status of the advertisement, and the running of the advertisement includes whether the advertisement is downloaded or not.
  • Step S306 if the download is completed and has been played, it is determined whether the advertisement is completed. If the playback is completed, the playback completion identifier is sent to the server; if not, the percentage of the already played is returned.
  • step S308 when the user jumps to the new page, the new page sends a play advertisement request to the server, and in response to the request, the server determines the user's IP, if If the user's advertisement is not downloaded, it is passed to the percentage that the user has downloaded; if the playback has started, the percentage of the user's page has been played; if it has been completely played, it is passed to the new page to completely play the logo; and step S310, The new page responds according to the parameters of the server.
  • FIG. 4 is a flow diagram of a full network play advertisement in accordance with one embodiment of the present invention.
  • the whole network broadcast advertisement is that after the advertisement is delivered, the advertisement will be played when the user opens each page of the website. Referring to FIG.
  • Step S402 Embed the advertisement code into a template system of the website and embed the code into the delivery system of the website, thereby embedding the code of the system into each page of the website, Or directly embedding the advertisement code into each page of the website;
  • Step S404 when the user visits any one of the pages of the website, the advertisement code of the page records the information of the user and sends the information to the server;
  • Step S406 the server records the information of the user, and downloads the advertisement file to the page, and the advertisement is played after the page is downloaded.
  • Figure 5 is a flow diagram of variable size and positional advertising in accordance with one embodiment of the present invention.
  • variable size and location of the play ad is not limited by the size and location of the ad preset in the site page template, and can be advertised for each page of the entire site in any size and location.
  • the variable size and location of the play advertisement includes the following steps: Step S502, displaying an advertisement by using a layer (div method), so that the advertisement is always overlaid on the content, thereby realizing any variability of the advertisement play, and is not affected by
  • the pre-set ad size and location restrictions of the website webpage display the advertisement on the page in a layer manner, so that the advertisement corresponding to the delivery code is displayed on the top layer of the page, so that the advertisement covers a part of the page.
  • Step S504 the size of the layer is not specified in the advertisement code in advance, and the size of the layer is adapted to the size of the advertisement, thereby realizing advertisement for each page of the entire website according to any size and position.
  • 6 is a flow diagram of playing multiple advertisements in turn, in accordance with one embodiment of the present invention. Playing multiple ads in turn is a matter of rotating multiple ads in one place. Referring to FIG. 6, playing a plurality of advertisements in turn includes the following steps: Step S602: When a user accesses a page, the page sends a download advertisement request and a unique identification information of the user to the server; and in step S604, the server records the unique identification information of the user.
  • Step S606 After the page obtains the advertisement quantity and the play order, according to the play order, sends a request for downloading the first advertisement to the server, and a server response page. Requesting, sending the first advertisement for downloading the page; Step S608, the page determines whether the first advertisement is downloaded, and if the download is completed, playing the first advertisement, and sending a request for downloading the second advertisement to the server, and the server responds to the request Afterwards, the second advertisement is sent to the page for downloading; in step S610, the second advertisement is downloaded, and the first advertisement is played. If the first advertisement has been played, the page needs to determine whether the second advertisement is downloaded.
  • FIG. ⁇ is a flow chart for setting the number of plays, the interval between plays, and the mode of play in accordance with one embodiment of the present invention. Referring to FIG.
  • Step S702 setting the number of times to be played, the interval of playing, and the value of the playing mode by using java script in the page
  • Step S704 the SWF file reads the values through FScommand, and the values of 4 bar are assigned to the corresponding variables in the FLash
  • Step S706 after the function of the number of times in the SWF obtains the value, the function controlling the number of times performs corresponding actions; for example: playing The number of times is 3, the function of the number of control points of the SWF is assigned to 3, the advertisement is played from the first frame to the last frame, and the number of times is 3, and the last frame of the advertisement reaches 3 times, which has been played 3 times;
  • the function operation animation stops at the first frame; in step S708, after the function of the control interval in the SWF obtains the value, the function opens the timing system and determines whether the next advertisement has been downloaded; if the timing system has reached the preset interval , the next
  • the java script passes the SWF file to complete the parameters of the appearance, and after the SWF file receives the parameter, the advertisement is played. Advertisements placed on pages with high traffic such as homepages can be automatically placed after the download is completed. Even if the user has already jumped to other pages, it will not affect the display of advertisements, which greatly improves the arrival rate of advertisements.
  • the sohu homepage, sohu homepage The size of the video advertisement is 1.2 megabytes, the size of a video advertisement is 500k, and the downlink speed of users using ADSL is 70k. The time for users to see this video advertisement is more than 30 seconds after the page is opened. Many users have very clear preferences and needs.
  • the placed advertisement can be displayed on the current page of the user, and is completely unaffected by the page jump.
  • the downloaded advertisement can be played on any current page of the user, and the number of times of playback, the display mode, and the like can be set.

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Abstract

La présente invention concerne un procédé de publicité en réseau. Il comprend les étapes suivantes consistant à jouer automatiquement une publicité quand l'utilisateur navigue sur une page d'un réseau proposant des publicités, et à continuer à jouer ou à rejouer la publicité quand l'utilisateur passe à une autre page sur le site web. La présente invention concerne également un procédé de réalisation de publicité en réseau qui est utilisé pour jouer la publicité en réseau en suivant l'utilisateur de manière dynamique. Il comprend les étapes suivantes :étape a consistant à intégrer un code de publicité correspondant à la publicité à une ou plusieurs pages ou à installer un module d'extension correspondant à la publicité dans le système d'exploitation ou navigateur de l'utilisateur ; et étape b consistant à télécharger automatiquement le code de publicité vers la page ou à activer automatiquement le module d'extension pour jouer la publicité quand l'utilisateur navigue sur la page dans le réseau.
PCT/CN2007/003347 2006-11-27 2007-11-27 Procédé publicitaire et exécution de ce procédé WO2008064569A1 (fr)

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
CN200610140346.7 2006-11-27
CNA2006101403467A CN1987920A (zh) 2006-11-27 2006-11-27 广告投放方法及其实现方法

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US8234166B2 (en) 2008-10-29 2012-07-31 Yahoo! Inc. Automated user segment selection for delivery of online advertisements
CN111160953A (zh) * 2019-12-12 2020-05-15 浙江大华技术股份有限公司 一种应用内广告投放方法、装置以及存储介质

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CN1987920A (zh) * 2006-11-27 2007-06-27 北京猛犸互动广告有限公司 广告投放方法及其实现方法
CN103246665B (zh) * 2012-02-08 2015-07-01 腾讯科技（深圳）有限公司 在切换网页时保持音乐续播的方法和装置
CN102833590A (zh) * 2012-08-20 2012-12-19 北京小米科技有限责任公司 一种即时播放音视频信息的方法和移动终端及系统
CN106126635A (zh) * 2016-06-23 2016-11-16 深圳市百米生活股份有限公司 广告程序自动唤起机制及其实现方法
CN108241988A (zh) * 2016-12-26 2018-07-03 北京奇虎科技有限公司 多页面联动媒体显示方法、装置及智能终端
CN107203393B (zh) * 2017-04-18 2021-06-04 北京奇虎科技有限公司 一种集成广告的方法、装置及移动终端
CN106941538A (zh) * 2017-05-15 2017-07-11 百度在线网络技术（北京）有限公司 信息显示系统、方法和装置
CN108449638A (zh) * 2018-03-15 2018-08-24 广州虎牙信息科技有限公司 一种播放广告的方法、装置及电子设备
CN111770367A (zh) * 2020-06-30 2020-10-13 百度在线网络技术（北京）有限公司 资源播放和资源分配方法、装置、电子设备及存储介质

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US8234166B2 (en) 2008-10-29 2012-07-31 Yahoo! Inc. Automated user segment selection for delivery of online advertisements
CN111160953A (zh) * 2019-12-12 2020-05-15 浙江大华技术股份有限公司 一种应用内广告投放方法、装置以及存储介质
CN111160953B (zh) * 2019-12-12 2023-11-03 浙江大华技术股份有限公司 一种应用内广告投放方法、装置以及存储介质

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