WO2016187829A1 - Système de distribution de publicité mobile interactif basé sur une personnalisation d'utilisateur et un mécanisme de retour - Google Patents

Système de distribution de publicité mobile interactif basé sur une personnalisation d'utilisateur et un mécanisme de retour Download PDF

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Publication number
WO2016187829A1
WO2016187829A1 PCT/CN2015/079880 CN2015079880W WO2016187829A1 WO 2016187829 A1 WO2016187829 A1 WO 2016187829A1 CN 2015079880 W CN2015079880 W CN 2015079880W WO 2016187829 A1 WO2016187829 A1 WO 2016187829A1
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advertisement
user
task
module
information
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PCT/CN2015/079880
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English (en)
Chinese (zh)
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裴峤
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裴峤
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Priority to PCT/CN2015/079880 priority Critical patent/WO2016187829A1/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 an advertisement delivery system for a mobile terminal, and more particularly to an interactive mobile terminal advertisement delivery system based on a user personalization and reward mechanism.
  • Online advertising is a high-tech advertising operation method that uses online advertising platforms to use advertisement banners, text links, and multimedia methods on the website to publish or publish advertisements on the Internet and deliver them to Internet users through the Internet.
  • Online advertising is one of the main methods of online marketing, and it plays an important role in the network marketing method system.
  • a variety of online marketing methods can also be understood as the specific form of online advertising, not only limited to various specifications of BANNER ads placed on the web, such as email ads, search engine keyword ads, search fixed rankings, etc. Can be understood as the form of online advertising. Regardless of the form, the essential characteristics of online advertising are the same: the essence of online advertising is a means of delivering marketing information to Internet users, and is a reasonable use of the user's attention resources.
  • An object of the present invention is to provide an interactive mobile advertisement placement system based on user personalization and reward mechanism, the system interacting between a server and a user terminal, wherein the server includes an advertisement submission module and a registration login verification.
  • the advertisement submission module is configured to receive and process an advertisement submitted by an advertiser and related information, and the related The information is selected from the group consisting of an advertisement name, an advertisement classification, an advertisement source file, an advertisement publisher, an advertisement placement area, an advertisement interaction content, and a designated delivery group.
  • the registration login verification module is configured to receive a user registration or login when the user terminal is submitted.
  • the user information management module is used for recording and managing the personal basic information of all users, exclusive Eigenvalue and account income information, The exclusive feature value is used to record information that the user completes the advertising task and reviews through the platform as a calculation coefficient when the user finally pays the reward;
  • the advertisement task generating module is configured to select at least one inclusion according to the user's interests and history.
  • the advertisement task of the interactive content, the address information with the advertisement information and the user information is added to the advertisement task, and the advertisement task and the address information are pushed to the user terminal;
  • the advertisement task review module is used to check whether the user is The advertising task is correctly completed, and the reward of the user who completes the advertising task should be given after the approval, and the user-specific feature value is cumulatively updated;
  • the sharing management module is used for recording and managing the information of the user sharing the advertising task, Counting the number of user-shared links and the number of new user registrations introduced through the sharing link and the number of users viewing the advertisements through the sharing link;
  • the payment module is used to pay for the rewards of the advertising tasks that the user has completed and reviewed. And record the reward information paid to the user at the same time
  • the database for storing data generated by the system.
  • the advertisement interaction content submitted by the advertisement submission module includes answering questions, interactive operations, interactive games, and jumping to other mobile applications for subsequent operations.
  • the registration and login verification module further includes a mobile phone number verification and a real name authentication function.
  • the information recorded and managed by the user information management module further includes that the user is Love ad likes, collections, activity, and viewing ad history. According to the number of times the user views the advertisement, it is judged that the user is given an additional active reward, and the more the number of times, the higher the reward is obtained.
  • the advertisement task generating module further comprises: packaging the plurality of advertisement tasks and pushing them to the user terminal, wherein the packaging is divided into an advertisement source file package and an ID package recorded by the advertisement task in the database.
  • the advertisement task review module determines whether the user completes each advertisement task in a true and effective manner by checking the user's viewing duration, the number of times, the completion rate and quality of the interaction operation.
  • the payment method of the payment module includes traffic card recharge, credit recharge, QQ currency, charitable donation, bank transfer, third party payment platform transfer, and account balance.
  • the user terminal is configured to receive, receive, and browse an advertisement task pushed by the server and submit the completed advertisement task.
  • the manner in which the user terminal views an advertisement includes online viewing and offline viewing, and offline viewing requires downloading an advertising task to the user terminal.
  • the advertising tasks received by the user include assigning an advertising task, recommending an advertising task, a public service advertisement, and an advertising task related to the geographic location of the user.
  • the interactive advertisement delivery system based on the user personalization and reward mechanism of the embodiment of the present invention realizes accurate advertisement according to the user's hobbies and types of subscription advertisements, and can obtain considerable rewards while satisfying the interests of the users. .
  • By setting the interactive content in the advertising task on the one hand, it verifies whether the user effectively views the advertising content 100%, and eliminates the cheating behavior; on the other hand, it also satisfies the user's sense of accomplishment, and makes the user feel that the advertisement is also very good. interesting. If the user terminal 120 can be carried around, the user can also perform the advertising task using the fragmentation time anytime and anywhere, such as in the subway, on the bus, in the office, and the like.
  • FIG. 1 is a schematic diagram showing a system architecture diagram of an interactive advertisement delivery platform based on a user personalization and reward mechanism according to an embodiment of the present invention
  • Figure 2 shows an interactive flow diagram of a new user logging into the server for the first time and subsequent operations.
  • FIG. 1 is a schematic diagram showing a system architecture diagram of an interactive mobile advertisement placement system based on a user personalization and reward mechanism according to an embodiment of the present invention.
  • System 100 includes a server side 110 and at least one user terminal 120 for implementing an interactive mobile advertising delivery system.
  • FIG. 1 shows only one user terminal 120.
  • system 100 can include more user terminals that independently interact with server side 110 to receive advertisements and upload user information.
  • server side 110 in accordance with the present invention may also receive advertising content sent from more than one advertiser.
  • the network includes, for example, a local area network (“LAN”) such as an intranet and a wide area network (“WAN”) such as the Internet.
  • the network can be configured to support the transmission of information in a plurality of protocol setting formats.
  • the network can be a public network, a private network, or a combination thereof.
  • the network may also be implemented using any one or more types of physical media, including wired communication paths and wireless communication paths associated with multiple service providers.
  • Wireless communication methods such as WiFi or WLAN, GPRS, cellular networks, such as GSM networks, 3G/4G networks, LTE networks, or CDMA networks.
  • the user terminal 120 can also perform wireless communication interaction with the server end 110 through the short-range wireless communication mode.
  • the short-range wireless communication mode is selected, for example, from a Bluetooth mode, a near field communication (NFC) mode, and an infrared side. Type, ultrasonic mode, Wireless USB mode, RFID mode, etc.
  • User terminal 120 can be a smart phone, a personal digital assistant (PDA), a tablet, a gaming machine, a multi-function mobile terminal, or any other mobile device that includes computing functionality and data communication capabilities.
  • User terminal 120 includes an interface application, such as a web browser or a custom application (App), for two-way communication with web-enabled applications.
  • an interface application such as a web browser or a custom application (App)
  • the user terminal 120 includes a location module for determining the geographic location at which the user terminal 120 is located.
  • the location module can sense the geographic location of the user terminal 120 currently through a global positioning system (GPS) chip.
  • GPS global positioning system
  • the location module can also determine the location of the user terminal 120 by means of a network to which the communication module of the user terminal 120 is connected.
  • the WiFi connection signal can be used to determine the network connection location where the user terminal 120 is located by detecting the MAC address of the WiFi router.
  • the location module can determine the geographic location at which the user terminal 120 is currently located by detecting the current cell location of the mobile communication network.
  • determining the network connection location where the user terminal is located through the IP address of the network connected to the user terminal; determining the geographic location of the user terminal by using the wireless connection signal strength of the Wifi/BT or the like and the location of the Wifi/BT transmitter; The mobile communication network to which the terminal is connected and the location of the base station to be accessed, thereby determining the geographic location where the user terminal is currently located.
  • the server system 110 is configured to receive the advertisement content sent by the external advertiser and the user information of the user terminal 120, package the advertisement and send it to the user terminal 120, and then receive feedback from the user terminal 120 to implement the user terminal. 120 interactive features to achieve targeted advertising.
  • the server system 110 includes an advertisement submission module 111 for receiving advertisement content submitted from an advertiser, a registration login verification module 112, a user information management module 113, an advertisement task generation module 114, an advertisement task review module 115, a sharing management module 116, and a payment. Module 117 and database 118.
  • the advertisement submission module 111 is configured to receive and process an advertisement submitted by an advertiser and related information.
  • Advertising-related information includes, but is not limited to, advertising name, ad classification, ad source file, ad publisher, contact information, ad serving region, ad task description, specified delivery sample, and other related information.
  • the ad submission module 111 also provides additional options for the advertiser to serve advertisements through the ad submission module 111, for example, may choose to specify a delivery sample (user or group). For example, a maternal and child product advertisement can be designated for a mother who is pregnant or has a child of 1-3 years old.
  • the advertisement submission module 111 processes the received advertisement and its related information and directly stores it in the database 118.
  • the ad source file type can be a dynamic image or video format, or it can be a still image or an audio format.
  • the advertisement is also interspersed with a variety of interactive content, and the forms of the interactive content include: watching an image advertisement answering a question, watching a video advertisement answering question, an interactive operation, an interactive advertisement video, a gamification advertisement video, and the like.
  • the interactive operation includes the use of the mobile phone function for taking pictures, photography, recording, scanning code or gravity sensing, shaking sensing, gesture operation, temperature sensing and other human-machine related activities; the interactive advertising video specifically refers to embedding the above-mentioned interactive operation image in the advertising video.
  • the advertisement may contain at least one kind of interactive content, preferably adopting a problem related to the advertisement content, for example, inserting a question related to the advertisement content in the middle or the end of the advertisement, the user needs to correctly answer the question while watching the advertisement.
  • the advertiser can submit the advertising demand directly to the advertisement submission module through the advertisement submission module, including the advertisement raw materials, interaction requirements, and the like.
  • the registration and login verification module 112 is configured to receive related information submitted by the user terminal 120 when registering or logging in, and perform verification processing on the received registration or login information, and return the information of whether the registration or verification is passed to User terminal 120.
  • Form information that needs to be filled in when a new user registers including but not limited to user name, password, email address, mobile phone number, current place of residence, age, gender, hobbies, favorite brands, merchandise, etc., and stores this information in the user.
  • the registration and login verification module 112 sends an instruction to the user information management module 113 to create a user profile for the new user to store the user information.
  • the user information management module 113 is configured to record and manage personal information of all users and account information thereof, and mainly includes basic information such as user profile, exclusive feature value, account balance, activity, credit, and the like, and the user likes the advertisement. Extended information such as collection behavior, viewing history, etc.
  • the user information management module 113 also creates a unique feature value for each user according to the information submitted by the new user when registering, and the exclusive feature value is used as a bonus value that needs to be paid after the user completes the advertising task.
  • the unique feature value is also affected by the amount of advertising tasks completed by the user, that is, the more advertising tasks the user completes, the higher the exclusive feature value.
  • the user information management module 113 updates the user's file according to changes in the user's information or the unique feature value.
  • the user information management module 113 can determine whether the user is a real user by recording the real information of the user, so as to be used for subsequent prevention. Cheating and other behaviors. For cheating users, you can take measures such as reducing credit, freezing, and blocking accounts.
  • the user information management module 113 also records the user behavior (sweet, share, execute advertisement, etc. for the advertisement) through the user terminal 120 and uploads it to the server 110, and the server 110 stores all the user data in the database 118.
  • the record includes a login user information record, a usage operation record, etc., and may also be a dynamic and static trajectory of the mobile user terminal 120, and the dynamic trajectory is all actions when the user uses the user terminal 120, including performing an advertising task, changing a geographic location. Jump to other apps, etc.; the static track changes the personal information, hobbies, and launches the app but no action.
  • the user information management module 113 further determines whether the user is a valid user by recording the user activity, so as to further determine whether the user is a real user, so as to be used for preventing the user from cheating.
  • the advertisement task generating module 114 is configured to select and generate at least one advertisement task including the interactive content related to the user hobby, the favorite advertisement type, and the history record (the type of the completed advertisement task), and add the attached task to the advertisement task.
  • the address information of the advertisement information and the user information is further pushed to the user terminal 120 where the user is located.
  • the advertisement task generation module 114 selects more than one advertisement task, the selected plurality of advertisement tasks may be packaged and then pushed to the user terminal 120.
  • the package is a plurality of advertisement tasks (including corresponding interactive content) selected according to information such as the user's hobbies and favorite advertisement types, combined and saved to the user terminal 120, and the user terminal 120 downloads when accessing the WiFi. Packaged ad tasks are available for users to watch offline.
  • the plurality of advertising tasks of the packaged combination may be randomly selected or may be selected in accordance with the characteristic values of the user. For example, according to the preferences filled in when the user registers, they are sorted according to the degree of association of the advertisements.
  • the IDs recorded by the plurality of advertisement tasks in the database may also be packaged and pushed to the user terminal 120 for online viewing by the user.
  • the advertisement task review module 115 is configured to check whether the user actually completes the advertisement task, whether the quality of the completion meets the requirements, and updates the exclusive feature value of the user information management module 113, and instructs the payment module 117 to issue the user reward within a specified time.
  • the audit can be divided into automatic auditing or manual troubleshooting. It can automatically set audits and reduce labor costs for tasks that can be automatically judged by the system. For tasks that involve complex interactions and involve manual inspections, arrange commissioners to investigate and improve audit quality. In the audit, it can be judged whether it is valid by the user performing the advertising task. user. For users who find cheating in the audit, they can take measures such as freezing and blocking the account, and update to the user information management module 113 for recording.
  • the number of times the user records the advertisement task recorded by the advertisement task review module 115 first calculates the activity reward to be given to the user by the server 110, and the user information management module 113 simultaneously updates the unique feature value of the user.
  • the sharing management module 116 is configured to manage information shared by the user for the advertising task.
  • the sharing management module 116 has the number of statistical user sharing links and the number of new user registrations introduced through the sharing links and the number of users viewing the advertisements through the sharing links, thereby increasing the exclusive feature value of the sharing link users according to the number of statistics. .
  • the payment module 117 is configured to pay the reward of the advertisement task that the user has completed and reviewed, and record the reward information paid to the user.
  • the reward value for a single ad task is derived from the number of times a single review passes.
  • the reward value for a packaged ad task is derived from the ad task that is fully reviewed.
  • the payment module 117 updates the amount of rewards that the user can withdraw based on the current cumulative value of the user's unique feature values for a specified time.
  • the user-selectable reward distribution forms include traffic card recharge, credit recharge, charitable donation, QQ currency, and personal account balance of the user terminal.
  • the personal account balance of the user terminal is a bank account or a third-party payment platform account, such as major banks, Alipay, Baidu wallet, and the like.
  • the server 110 transmits the cash withdrawal amount to each terminal machine (for example, a terminal machine set in each subway station).
  • the user can carry the self-service stored value in the terminal machine in each subway station with the traffic card.
  • the payment module 117 can also transmit the user-bound payment account to the user information management module 113 or the user information of the user information management module 113 to further strengthen the user's identity attribute, improve the user's credit rating, and facilitate the search for judgment and cheating. Wait.
  • the user payment account of the payment module can determine whether the user is a real-name user. For real-name users, you can increase the user's credit value.
  • the database 118 is configured to store various data information generated by the system, and mainly includes user personal and account information, advertisement task information, and sharing connection information.
  • the user terminal 120 is configured to perform interactive communication with the server end 110, receive an advertisement task sent by the server, and send information about completing the interaction task and other user information to the server.
  • the user terminal 120 includes a registration module 121, a login module 122, and an advertising task.
  • the module 123, the advertisement task execution module 124, the personal sharing module 125, and the personal information and account module 126 are taken.
  • the registration module 121 is configured to implement a function of registering an account with a new user. After the user fills out the registration form correctly, click Submit. The new user registration needs to verify the mobile phone number.
  • a mobile phone number can only register one account, and further can require the registered user real name authentication, such as Alipay real name authentication.
  • Mobile phone number registration and real-name authentication can effectively avoid malicious and repeated registration of users, and prevent cheating of the same user having multiple accounts to perform tasks and earn rewards.
  • the login module 122 is used by the user for the existing account to log in to the server 120.
  • the login module 122 includes a login form and a verification code function, and the user can log in to the server 120 by inputting the correct username, password, and verification code.
  • the advertisement task collection module 123 is configured to receive an advertisement task from the server end 110.
  • the advertising tasks received include, but are not limited to, assigning advertising tasks, recommending advertising tasks, public service advertisements, and advertising tasks near the user.
  • the assigned advertisement task is a task that the server end 110 packages and pushes must be completed completely;
  • the recommended advertisement task is a related advertisement task that the server end 110 pushes according to the user's interests, favorite advertisement types, and types of completed advertisement tasks;
  • the rewards are all used for public welfare, which is equivalent to the user's donation;
  • the nearby advertising task is realized by acquiring the positioning information of the user terminal 120, for example, an advertisement task near the GPS location search, or an advertisement task in the region where the user is located.
  • the advertisement task collection module 123 further includes a search function, and the user can retrieve the relevant advertisement task by inputting the corresponding keyword.
  • a user can enter a geographic location keyword to retrieve a related advertising task.
  • a classified search can be added, such as searching for a particular item, such as a cell phone, food, bank, and the like.
  • the advertisement task collection module 123 can also be provided with a recommendation function, for example, by recommending other users' search behaviors, searching for keywords, and the like to the user.
  • the user can receive the pushed advertisement task or select the advertisement task autonomously, and can also view and operate the advertisement task that the user has received.
  • the advertisement task execution module 124 is configured to record the execution of the user's received advertising task In order to record the degree information of the user performing the advertising task, upload it to the server 110 for judgment.
  • the advertisement task execution module 124 can also control or record the time when the user performs an advertisement task, and the user can submit the review only after the user completes the advertisement task under the set time conditions. For offline viewing users, click “Confirm Submit” after completing the task to verify, that is, the user will only display the “Confirm Submit” button after completing the task completely, otherwise it will not be submitted. For example, if the user does not have any interaction during the viewing of the advertisement, the task may not be submitted or rejected directly during the background review process.
  • the user needs to answer the question in the advertisement or participate in the human-computer interaction in the advertisement while watching the advertisement. Users can only get the rewards if they have completely watched the ad task and completed the interaction correctly.
  • the description of the advertising task includes some errand tasks that need to be completed on other platforms, you can design jump tasks, such as jumping to WeChat platform for WeChat attention, jumping to other apps for offline experience, etc. .
  • the server 110 calculates the personal activity according to the number of jumps, and then updates the user's exclusive feature value.
  • the personal sharing module 125 is mainly used to display the shared information of the user. After the user logs in, the corresponding advertisement can be shared by clicking the share link in the advertisement task, and the user can share the advertisement task to other apps or social networks by sharing the link. Since the sharing information is attached with the advertisement information and the user information, the server-side sharing management module 116 can track the shared advertising task and feed back the related information of the tracking to the user who shares the advertising task.
  • the personal information and account module 126 is used to record and manage the user's personal information and account information. Users can view and modify personal information, as well as view their account earnings and share advertising revenue. Preferably, the number of times the user views and modifies the personal information can be limited.
  • FIG. 2 shows an interaction flow diagram of a user logging in to the server end 110 through the user terminal 120 and subsequent operations. As shown in Figure 2, the specific steps of the interaction process are as follows:
  • the user registration/login page is first presented at the user terminal 120 (step 205). If it is a new user, steps 210-220 are performed. Specifically, the new user sends the registration information to the server end 110 after completing the registration form (step 210). The server 110 stores the user information in the database and calculates the user-specific feature value (step 215); after the registration is successful, the registration success message is sent to the user terminal 120 (step 220).
  • the user inputs a username and password (step 230), and the server 110 determines that the login is successful after the verification (step 235), and can apply for an advertisement task to the server 110 after logging in (step 240).
  • the server 110 generates an advertisement at the request of the user.
  • the advertisement sent to the user is more than one piece of advertising content
  • the advertisement can be packaged and sent to the user.
  • the packaging of the advertisement can be generated immediately at the request of the user, or can be stored in the server end 110 after being packaged in advance. For example, a user searching for nearby advertisements, or public service advertisements, etc., is generated on the request of the user.
  • the assigned advertisement task may also be generated periodically, and the user may automatically download and save the user's terminal 120 in the state of having a network connection, and the user may open the view at any time while offline.
  • the server 110 pushes the advertising task to the user terminal 120 and displays the advertising task at the client 120 (step 255).
  • the user can pick up an advertising task.
  • the task may include an assigned advertising task that the user must receive, and the user may also obtain an advertising task by searching.
  • the user begins executing the received advertising task.
  • the user must complete the advertisement intact and properly complete the interactions and questions in the advertisement in order to be rewarded.
  • step 270 the user submits the completed advertising task, and the server 110 performs an advertising task review on the submitted completed advertising task (step 275).
  • step 280 the server 110 recalculates the user's exclusive feature value and Updating in the user profile (step 285), reviewing the passed completed advertising task to calculate the reward based on the exclusive feature value (step 290) and paying the reward (step 295);
  • the server 110 may issue a reward according to the bonus withdrawal mode selected by the user.
  • the interactive advertisement delivery system based on the user personalization and reward mechanism of the embodiment of the present invention realizes accurate advertisement according to the user's hobbies and types of subscription advertisements, and can obtain considerable rewards while satisfying the interests of the users. .
  • By setting the interactive content in the advertising task on the one hand, it verifies whether the user effectively views the advertising content 100%, and eliminates the cheating behavior; on the other hand, it also satisfies the user's sense of accomplishment and makes the user feel It’s also fun to watch ads.
  • the user terminal 120 can be carried around, the user can also perform the advertising task using the fragmentation time anytime and anywhere, such as in the subway, on the bus, in the office, and the like.

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Abstract

L'invention concerne un système de distribution de publicité mobile interactif basé sur une personnalisation d'utilisateur et un mécanisme de retour. Selon le système, l'interaction est réalisée entre une extrémité de serveur et un terminal utilisateur, l'extrémité de serveur comprenant un module de soumission de publicité, un module de vérification de connexion d'enregistrement, un module de gestion d'informations d'utilisateur, un module de génération d'annonce de publicité, un module d'audit d'annonce de publicité, un module de gestion de partage, un module de paiement et une base de données. Au moyen du réglage de contenus interactifs dans une annonce de publicité, d'une part, le point de savoir si un utilisateur regarde ou non des contenus de publicité complètement et de manière efficace est vérifié, l'effet de communication de publicité est amélioré, et un comportement de tricherie est empêché ; et d'autre part, le sentiment d'accomplissement de l'utilisateur est satisfait, de telle sorte que l'utilisateur est également intéressé par la visualisation de la publicité. Si un terminal utilisateur (120) peut être transporté, un utilisateur peut également exécuter une annonce de publicité à l'aide du temps fragmenté à n'importe quel instant et à n'importe quel endroit, par exemple, dans un métro, dans un bus, dans un bureau, etc.
PCT/CN2015/079880 2015-05-27 2015-05-27 Système de distribution de publicité mobile interactif basé sur une personnalisation d'utilisateur et un mécanisme de retour WO2016187829A1 (fr)

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CN111654880A (zh) * 2018-11-09 2020-09-11 阿里巴巴集团控股有限公司 一种人数统计方法、装置、及计算机设备
CN112825559A (zh) * 2019-11-20 2021-05-21 腾讯科技（深圳）有限公司 互动视频播放方法及装置、互动视频生成方法
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CN112825559A (zh) * 2019-11-20 2021-05-21 腾讯科技（深圳）有限公司 互动视频播放方法及装置、互动视频生成方法
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CN117726379A (zh) * 2024-02-07 2024-03-19 广东玄润数字信息科技股份有限公司 基于机器学习的广告自动化推送方法和系统
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