WO2017188677A1 - Apparatus and method for managing matching between sponsor and influencer - Google Patents

Apparatus and method for managing matching between sponsor and influencer Download PDF

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Publication number
WO2017188677A1
WO2017188677A1 PCT/KR2017/004321 KR2017004321W WO2017188677A1 WO 2017188677 A1 WO2017188677 A1 WO 2017188677A1 KR 2017004321 W KR2017004321 W KR 2017004321W WO 2017188677 A1 WO2017188677 A1 WO 2017188677A1
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WO
WIPO (PCT)
Prior art keywords
influencer
sponsor
advertisement
management unit
information
Prior art date
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PCT/KR2017/004321
Other languages
French (fr)
Inventor
Hong Bae Kim
Jae Min Jung
Su Kyong Choi
Se Ung YANG
Jeong Ah Hong
Seung Yo Yang
Original Assignee
Cj E&M Corporation
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Publication date
Priority claimed from KR1020160093557A external-priority patent/KR101790312B1/en
Application filed by Cj E&M Corporation filed Critical Cj E&M Corporation
Publication of WO2017188677A1 publication Critical patent/WO2017188677A1/en

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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
    • 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
    • G06Q30/06—Buying, selling or leasing transactions

Definitions

  • the present invention relates to an apparatus for managing matching between a sponsor and an influencer, including a database unit configured to receive influencer information, a purchasing requisition unit configured to receive an influencer search condition from a sponsor, an influencer management unit configured to calculate an influencer score for each influencer based on the influencer information and the influencer search condition and to extract an influencer for the sponsor, and an advertisement production management unit configured to send an advertisement proposal to the selected influencer and to manage an advertisement produced by the selected influencer if advertisement production is determined to be performed, and a method for managing matching between a sponsor and an influencer using the apparatus.
  • influencers In line with such a trend, users who use a video platform, in particular, influencers have started to emerge. Influencers produce and fabricate their own content, and they have gotten into shape in a small-sized 1 person station or a multi-person broadcasting station. A degree of interest in all things which are related to influencers, such as a product, a frequently visited place, a hobby and a forte used by influencers, is increasing.
  • An object of the present invention is to provide an apparatus and method for managing matching between a sponsor and an influencer, which is capable of matching an influencer suitable for a sponsor marketing purpose as described above and efficiently managing the present production condition of an advertisement produced by a corresponding influencer and an effect after the production.
  • a technical object to be achieved by the present invention is not limited to the object, and various technological objects may be included within a range evident to those skilled in the art from the following description.
  • an apparatus for managing matching between a sponsor and an influencer includes a database unit configured to store influencer information, a purchasing requisition unit configured to receive an influencer search condition from a sponsor, an influencer management unit configured to calculate the influencer score of each influencer based on the influencer information and the influencer search condition, to extract an influencer suitable for the sponsor, and to provide a list of the extracted influencers to the sponsor, and an advertisement production management unit configured to send an advertisement proposal to an influencer selected by the sponsor and to manage an advertisement produced by the selected influencer if advertisement production is determined to be performed.
  • the database unit receives and stores the influencer information provided by at least any one of a moving image platform, an Internet broadcasting platform and a portal site platform.
  • the influencer information includes at least any one of an influencer name and ID, a category, a grade, a total number of cumulative hits, a total number of cumulative moving images, a total number of cumulative subscribers, a sex ratio of all of audiences, an age ratio of all of audiences, an age ratio of all of audiences for sex and a country ratio of all of audiences.
  • the purchasing requisition unit receives the influencer search condition including at least any one of a sponsor, an agency, a campaign period, the type of business, a brand, an execution amount, a product type and target information.
  • the purchasing requisition unit provides a temporary storage and previous storage history fetch function during writing when the influencer search condition is received.
  • the influencer management unit calculates the influencer score including at least any one of an interaction, spread and growth.
  • the influencer management unit first determines whether an influencer corresponds to the type or category of business of the sponsor and calculates the influencer score.
  • the influencer management unit determines whether sponsors are rivals and calculates the influencer score if the influencer performs advertisement production or advertisement promotion.
  • the influencer management unit sequentially aligns the calculated influencer scores and provides an aligned recommended influencer list.
  • the advertisement production management unit sends the advertisement proposal to an influencer selected from the influencers extracted by the advertisement production management unit or an influencer randomly selected from the extracted influencers or the sponsor.
  • the advertisement production management unit outputs the intermediate results of the advertisement produced by the selected influencer to the sponsor so that the sponsor checks the intermediate results and sends feedback from the sponsor to the selected influencer.
  • the advertisement production management unit provides the advertisement production state and advertisement upload link of each influencer to the sponsor in a diagram or list form if a plurality of the selected influencers is present.
  • the apparatus for managing matching between a sponsor and an influencer further includes an advertisement management unit configured to generate statistics or a result report for the advertisement completed by the selected influencer.
  • the advertisement management unit generates the statistics or result report including at least any one of an expected hit number, an achieved hit number, an achievement ratio, a daily hit number, a monthly hit number, a periodical hit number, CPV, the number of comments, an age-specific hit number, a sex-specific hit number and a time-based hit number with respect to the completed advertisement.
  • the apparatus for managing matching between a sponsor and an influencer further includes an interface unit configured to provide the influencer search condition, the influencer information, the advertisement proposal or the advertisement management through a webpage or an application.
  • the interface unit calculates the influencer score based on previously stored information even without receiving the influencer search condition when the sponsor performs login and recommends the influencer suitable for the sponsor.
  • a method for managing matching between a sponsor and an influencer includes receiving an influencer search condition from a sponsor, calculating an influencer score of each influencer based on influencer information stored in a database unit and the influencer search condition, extracting an influencer suitable for the sponsor, and providing a list of the extracted influencers, receiving an influencer selected by the sponsor, sending an advertisement proposal to the selected influencer, and sending a produced advertisement to the sponsor.
  • the present invention is implemented as a computer program stored in a nonvolatile storage medium in order to execute each of the steps of the method for managing matching between a sponsor and an influencer in association with hardware.
  • the apparatus for managing matching between a sponsor and an influencer can effectively increase the advertisement sales of a sponsor because sales contact points can be expanded through a central management system.
  • the apparatus for managing matching between a sponsor and an influencer can calculate the score of an influencer suitable for a marketing purpose of a sponsor according to a specific criterion and recommend the influencer suitable for the marketing purpose. Accordingly, an advertisement effect can be doubled because an influencer well-suited for a sponsor performs an advertisement.
  • the apparatus for managing matching between a sponsor and an influencer can maximize the utilization of internal manpower resources because matching management is performed through automation instead of a conventional method performed by a person, such as an administrator who connects a sponsor and an influencer.
  • the apparatus for managing matching between a sponsor and an influencer can gradually increase the Internet broadcasting station market by constructing a profit model for middle and lower influencers who have poor sales and providing profits through an advertisement to second-mover influencers rather than an exclusive influencer.
  • the apparatus for managing matching between a sponsor and an influencer can have a world-wide advertisement effect without a high marketing cost for a sponsor because an advertisement can be viewed around the world without being limited to one country through association with an external moving image platform.
  • the apparatus for managing matching between a sponsor and an influencer can provide a new platform capable of discovering an able influencer because it can search for basic information about an influencer and can recommend an influencer if a satisfactory effect is generated after a sponsor releases an advertisement.
  • the apparatus for managing matching between a sponsor and an influencer can construct the ecosystem of an integrated purchasing system because an overall process of purchasing and an advertisement, such as matching and subscription, an overall present production condition and management, a content distribution, and checking a result report for each period, can be searched and modified within a single system at a time.
  • FIG. 1 is an exemplary diagram showing a relationship between an apparatus for managing matching according to an embodiment of the present invention, a sponsor and a moving image platform.
  • FIG. 2 shows the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention.
  • FIGS. 3 to 14 show pages in which the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention has been implemented in the form of an interface.
  • FIG. 15 shows a method for managing matching between a sponsor and an influencer according to an embodiment of the present invention.
  • each layer (or film), area, pattern or structure is formed “over/on” or “under/below” each layer (or film), area, pattern or pattern, this includes all of expressions, including that one element is directly formed on the other element and that a third element is intervened between them.
  • a criterion for the term “over/on” or “under/below” of each layer is described based on the drawings.
  • one part When it is described that one part is “connected” to the other part, the one part may be “directly connected” to the other part or may be “indirectly connected” to the other part through a third part. Furthermore, when it is said that one part “includes (or comprises)” the other part, the word “include (or comprise)” will be understood to imply the inclusion of stated parts but not the exclusion of any other parts, unless explicitly described to the contrary.
  • FIG. 1 is an exemplary diagram showing a relationship between an apparatus for managing matching according to an embodiment of the present invention, a sponsor and a moving image platform.
  • the apparatus 200 for managing matching may transmit or receive information to or from a sponsor 110, an influencer 120 and a moving image platform, an Internet broadcasting platform and/or a portal site platform 130. Furthermore, the apparatus 200 enables the sponsor 110 and the influencer 120 to efficiently manage a current advertisement execution situation or a method of recommending an influencer by providing an Internet site or an application to an interface.
  • the sponsor 110 may use the apparatus 200 according to an embodiment of the present invention.
  • the apparatus according to an embodiment of the present invention extracts an influencer suitable for a sponsor and provides a list of the influencers to the sponsor.
  • the influencer 120 selected by the sponsor produces an advertisement for the product of the sponsor 110.
  • the influencer 120 directly or indirectly functions as an advertisement model and may promote the advertisement using various paths, such as the Internet broadcasting platform or the moving image platform 130.
  • a method for managing matching between the sponsor 110, the apparatus 200 and the influencer 120, and advertisement production and management is described in detail with reference to FIG. 2.
  • FIG. 2 shows the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention.
  • the apparatus 200 for managing matching may include a database unit 210, a purchasing requisition unit 220, an influencer management unit 230, an advertisement production management unit 240, an advertisement management unit 250 and an interface unit 260.
  • the database unit 210 may store influencer information.
  • the influencer information may be transmitted from at least any one of the moving image platform, the Internet broadcasting platform and/or the portal site platform to the database unit and stored in the database unit.
  • the influencer information may include at least any one of an influencer name and ID, a category, a grade, a total number of cumulative hits, a total number of cumulative moving images, a total number of cumulative subscribers, a sex ratio of all of audiences, an age ratio of all of audiences, an age ratio of all of audiences for sex, and a country ratio of all of audiences.
  • the database unit may classify influencers according to their grades and categories, and may store all of pieces of information about the influencers, such as a channel ID, a telephone number, e-mail, an area, a cumulative hit number, the number of cumulative moving images, the number of cumulative subscribers, a Facebook link address, the number of Twitter followers, a Twitter link address, the number of Instagram followers, an Instagram link address, the number of Facebook likes, a local/foreign ratio, the proportion of males and females, a unit cost, an age ratio according to males, an age ratio according to females and an influencer score.
  • a channel ID such as a channel ID, a telephone number, e-mail, an area, a cumulative hit number, the number of cumulative moving images, the number of cumulative subscribers, a Facebook link address, the number of Twitter followers, a Twitter link address, the number of Instagram followers, an Instagram link address, the number of Facebook likes, a local/foreign ratio, the proportion of males and females, a unit cost, an
  • the database unit may be updated with influencer information that is received in a predetermined cycle in association with an external moving image platform, Internet broadcasting platform and/or portal site platform including information about a corresponding influencer.
  • information about an influencer ⁇ A> such as a total number of 13 moving images, a total cumulative playback number of 113,619,979, the number of subscribers of 762,635, a country ratio of local 91.6%/foreign 8.4%, a sex ratio of females 91.6%/males 8.3%, and an age ratio of twenties 54%/thirties 23%/forties 12%/fifties or more of 11%, may be stored in the database unit.
  • the database unit may receive influencer information, updated every 30 minutes, from an external platform, such as Youtube, Afreecar TV or Naver. Thereafter, when a search condition is received from a sponsor, the database unit may calculate an influencer score using corresponding data.
  • the purchasing requisition unit 220 may receive an influencer search condition from a sponsor.
  • the sponsor may extract a suitable influencer by comprehensively taking into consideration all of the target, type of business and age of an influencer without being simply based on a page view and a cumulative hit number.
  • the sponsor also needs to input the influencer search condition in detail and clearly in order to make clear that the sponsor wants which object to be advertised.
  • the purchasing requisition unit may receive the influencer search condition, including at least any one of a sponsor, an agency, a campaign period, the type of business, a brand, an execution amount, a product type and target information. Furthermore, in order to supplement that the time taken for a sponsor to select an optimal influencer from some influencers is long if the sponsor makes a purchasing request through the purchasing requisition unit, the purchasing requisition unit may provide a temporary storage and previous storage history fetch function to the sponsor during writing while receiving the influencer search condition.
  • ⁇ cosmetics company B> may input all of search conditions on a sponsor name ⁇ B>, an agency ⁇ direct dealing or agency name>, a campaign period ⁇ May 1 ⁇ June 1 of 2016>, the type of business ⁇ beauty>, a brand ⁇ brand C>, an execution amount ⁇ 10 million won>, a product type ⁇ brandCollabo> and a target ⁇ female 2034>, so the apparatus for managing matching according to an embodiment of the present invention can extract an influencer most suitable for ⁇ cosmetics company B>.
  • the influencer management unit 230 calculates the influencer score of each influencer based on the influencer information and the influencer search condition and extracts an influencer suitable for the sponsor.
  • the influencer management unit 230 may calculate the influencer score based on the influencer search condition input by the sponsor through the purchasing requisition unit, may sequentially align the influencer scores, and may provide the aligned influencer scores.
  • the influencer score is an index that confirms the possibility and influence of an influencer who manages a 1-person broadcasting station. By calculating the influencer score, the influencer management unit 230 may discover an influencer who has a high matching and possibility and who is suitable for the marketing object of the sponsor.
  • the apparatus 200 for managing matching according to an embodiment of the present invention may calculate influencer scores, may sequentially align the influencer scores, and may provide an aligned recommended influencer list.
  • the apparatus 200 for managing matching according to an embodiment of the present invention calculates an influencer score based on the influencer search condition and recommend an optimal influencer based on the calculated influencer score.
  • a sponsor may select a requested influencer or an influencer who is determined to have the most effective advertisement effect from a corresponding influencer list, and may send an advertisement proposal to the requested or selected influencer.
  • the influencer management unit 230 may calculate the influencer score including at least any one of an interaction, spread and growth.
  • the interaction, spread and growth refer to the many-sided feedback indices of consumers and thus may be numerical values that influence the influencer score.
  • the interaction is a numerical value that evaluates an interaction between the content of an influencer and audiences by applying the number of likes, the number of comments and a sharing number in a moving image of the influencer.
  • the spread may be evaluated as the number of SNS subscribers.
  • the spread refers to a numerical value that evaluates a possibility that an advertisement may be spread to other portal sites and SNSs in addition to Apps, such as Facebook, Twitter and Instagram being used by an influencer.
  • the growth may be evaluated as a rate of increase in the number of subscribers compared to the last month or a rate of increase in the hit number compared to the last month.
  • the number of subscribers and the hit number may be said to have a meaningful effect on the growth because they have the most strong and direct purchasing power for an advertisement produced by a corresponding influencer.
  • the influencer management unit 230 may first determine whether an influencer corresponds to the type of business or category of the sponsor, and may calculate the influencer score.
  • the apparatus 200 for managing matching may calculate the influencer score according to an effective calculation sequence when calculating the influencer score because the apparatus matches a plurality of sponsors and a plurality of influencers at the same time. Accordingly, the influencer management unit 230 may determine whether the type of business of a sponsor corresponds to the category of an influencer and calculate the influencer score of the influencer.
  • the influencer management unit 230 may calculate an influencer score by putting more weight to the influencer A than to the influencer E.
  • the influencer management unit 230 may determine whether sponsors are rivals and calculate an influencer score. The reason for this is that there is a possibility that an influencer may promote products for a plurality of sponsors without having an exclusive contract with a single sponsor.
  • the influencer management unit 230 may push the influencer A to a back burner by adjusting the influencer score of the influencer A or may delete the influencer A from a recommended influencer list.
  • the advertisement production management unit 240 may manage an advertisement produced by the selected influencer. If an optimal influencer requested by a sponsor is selected, the advertisement production management unit 240 provides information about the sponsor and the needs of the sponsor to a corresponding influencer so that the influencer can produce an advertisement including contents requested by the sponsor.
  • the advertisement proposal is a document that a sponsor requests an advertisement for his or her own advertisement object to be produced.
  • the advertisement proposal may be implemented in the form of a previously stored platform or may be provided in the form of an advertisement proposal platform separately prepared by a sponsor.
  • the sponsor may suggest guidelines for the introduction - body - ending by suggesting a composition plan through an advertisement proposal to be requested.
  • the sponsor may designate his or her own distribution range, may designate a platform through which a corresponding advertisement is to be distributed, and may attach a period and condition in which the advertisement is to be provided so that an influencer who will produce the advertisement refers to the period and condition.
  • the distribution range may be determined to be a website, Youtube, an SNS and/or a messenger.
  • the period may be determined to be 3 months to 6 months.
  • the condition may include that a produced advertisement video is not allowed to be secondarily processed and may be played back in a sharing or link form.
  • the advertisement production management unit 240 may send an advertisement proposal to an influencer selected from extracted influencers or a randomly selected influencer or a sponsor.
  • the reason for this is that the influencer management unit 230 may extract a suitable influencer and recommend the extracted influencer to a sponsor as described above, but a sponsor may designate a specific influencer regardless of recommendation and request an advertisement from the designated influencer.
  • the advertisement production management unit 240 according to an embodiment of the present invention may also send an advertisement proposal to a sponsor in order to check whether contents suitable for an extracted or randomly selected influencer have been properly written.
  • the administrator or user having access rights, of the apparatus 200 for managing matching may check a composition plan connected between a sponsor and an influencer and check the on-going state of the composition plan.
  • one sponsor may select several influencers and send a composition plan for an advertisement. If a plurality of selected influencers is present, an advertisement production state and advertisement upload link for each influencer may be provided to a sponsor in the form of a diagram or list in order to help the efficient business handling of the sponsor.
  • an influencer may determine whether or not to produce a corresponding advertisement by taking into consideration all of various variables, such as his or her own situation and a sponsor situation. Referring to FIG. 8, if an influencer determines to perform advertisement production, the influencer may calculate an expected amount or an expected hit number according to a production period and provide the calculated expected amount or expected hit number. Furthermore, the current production state of the influencer may be uploaded, so whether a corresponding advertisement can be produced according to a deadline requested by a sponsor can be immediately checked.
  • an advertisement produced by an influencer can be checked through the apparatus 200 for managing matching according to an embodiment of the present invention.
  • the advertisement produced by the influencer may be immediately uploaded onto the apparatus for managing matching according to an embodiment of the present invention, so a corresponding sponsor may be provided with the advertisement through an interface according to an embodiment of the present invention.
  • the influencer may upload the advertisement onto an external moving image platform as secret writing
  • the sponsor may enter a password and check the advertisement that is being produced.
  • the apparatus 200 for managing matching according to an embodiment of the present invention may provide an external moving image platform so that it can be conveniently checked through an html tag or link.
  • the advertisement production management unit 240 may output the intermediate results of the advertisement produced by the selected influencer so that the sponsor can check the intermediate results of the advertisement, and may send feedback from the sponsor to the selected influencer.
  • the advertisement production management unit 240 may form an interface so that the advertisement can be immediately checked in the apparatus 200 for managing matching, and may form a production comment box at a distance close to a corresponding video so that feedback between the sponsor and the influencer is facilitated.
  • the apparatus 200 for managing matching between a sponsor and an influencer may further include the advertisement management unit 250 configured to generate statistics or a result report for an advertisement completed by a selected influencer.
  • the advertisement management unit 250 configured to generate statistics or a result report for an advertisement completed by a selected influencer.
  • the corresponding advertisement may be uploaded onto a predetermined external moving image platform, portal site platform and/or Internet broadcasting station platform. Next, an effect regarding whether the uploaded advertisement is widely advertised to a plurality of users may be checked in the form of a numerical value.
  • an achieved hit number, an achievement ratio, CPV and an amount may be provided in the form of a diagram or Spreadsheet program so that the sponsor may compare the results of advertisement contents for each influencer.
  • the advertisement management unit 250 may generate the statistics or result report of a produced advertisement, including at least any one of an expected hit number, an achieved hit number, an achievement ratio, a daily hit number, a monthly hit number, a periodical hit number, CPV, the number of comments, an age-specific hit number, a sex-specific hit number and a time-based hit number.
  • the advertisement management unit 250 may provide the contents of the current advertisement situation of an influencer to the interface.
  • An expected hit number, an achievement ratio, the number of likes, the number of comments, a total hit number, a hit ratio for each age and a ratio for each age for an advertisement that is being performed by an influencer may be formed in the form of a graph, a radiation type graph, a graphic user interface, a diagram or a moving image, so a corresponding sponsor can check the on-going state of the advertisement effect of the influencer.
  • the advertisement management unit 250 may receive the corresponding evaluation and evaluation for advertisement results, and may incorporate the corresponding evaluation and the evaluation for advertisement results into the influencer scores of the influencer A and the influencer E when subsequently calculating the influencer scores.
  • the apparatus 200 for managing matching between a sponsor and an influencer according to an embodiment of the present invention may further include the interface unit 260 configured to provide the influencer search condition, the influencer information, the advertisement proposal or the advertisement management through a webpage or an application.
  • the apparatus 200 for managing matching between a sponsor and an influencer according to an embodiment of the present invention may be provided through a webpage or may be provided through an application using a smart terminal and various media, such as a PDA.
  • other pieces of information provided by the apparatus 200 for managing matching between a sponsor and an influencer according to an embodiment of the present invention may be downloaded or uploaded through a Spreadsheet program.
  • Systematic and clear information can be checked and uploaded through a Spreadsheet program because information about a plurality of influencers and information about a plurality of sponsors are provided.
  • the interface unit 260 may calculate an influencer score based on previously stored information although a sponsor does not input an influencer search condition when the sponsor performs login, and may recommend an optimal influencer.
  • the influencer score of an influencer may be calculated based on various numerical values, such as the number of moving images, a cumulative playback number and the number of subscribers according to the contents of content produced by the influencer at normal time. Accordingly, although a sponsor does not input an influencer search condition, the interface unit 260 can provide an influencer list according to ranking.
  • the current scores of influencers can be checked, and detailed information about the influencers can also be checked.
  • information about target audiences, up-to-date content that has been produced, and information about influencers, such as the contents of an associated influencer, in addition to basic information about the influencers can also be easily checked.
  • the apparatus 200 for managing matching may take some portion of the corresponding fee as a commission.
  • the percentage of the commission may be adjusted according to a separate agreement reached between the influencer and an administrator who manages the apparatus 200 for managing matching. A more powerful influencer may be attracted through such an agreement.
  • the interface unit 260 of the apparatus for managing matching may provide the corresponding configuration, may perform content purchasing between the sponsor and the influencer, and may receive a commission.
  • a method for managing matching between a sponsor and an influencer may include the steps of receiving an influencer search condition from a sponsor; calculating the influencer score of each influencer based on influencer information stored in the database unit and the influencer search condition, extracting an influencer suitable for the sponsor, and providing a list of the extracted influencers; receiving an influencer selected by the sponsor; sending an advertisement proposal to the selected influencer; and sending a produced advertisement to the sponsor.
  • the method for managing matching between a sponsor and an influencer may be implemented in the form of a computer program stored in a nonvolatile storage medium or an application in order to execute the steps.
  • the apparatus for managing matching between a sponsor and an influencer may designate ranking according to a grade (e.g., a newbie, a star, power and a rookie depending on awareness), a category (e.g., kids, beauty, game, food, entertainment and info.), a total number of cumulative hits/the number of moving images/the number of subscribers, and may store them.
  • a grade e.g., a newbie, a star, power and a rookie depending on awareness
  • a category e.g., kids, beauty, game, food, entertainment and info.
  • a total number of cumulative hits/the number of moving images/the number of subscribers may store them.
  • the apparatus 200 for managing matching may sequentially store the influencer A as the first, the influencer B as the second, and the influencer C as the third. Accordingly, the corresponding influencers can be searched for efficiently and rapidly when they are extracted.
  • an influencer A e.g., a newbie, kids
  • an influencer B e.g., a star, beauty
  • an influencer C e.g., power, game
  • the apparatus 200 for managing matching may sequentially store the influencer A as the first, the influencer B as the second, and the influencer C as the third. Accordingly, the corresponding influencers can be searched for efficiently and rapidly when they are extracted.
  • the apparatus 200 for managing matching between a sponsor and an influencer may apply a discount rate depending on a grade (e.g., a newbie, a rookie, power, and a star).
  • a grade e.g., a newbie, a rookie, power, and a star.
  • a model fee of 5000 to 10000 may be set and stored.
  • a high grade e.g., power or a star
  • a model fee of 20000 to 50000 may be set and stored. Accordingly, although influencers have the same cumulative hit number, higher advertisement rates may be paid to an existing influencer of a star grade who has been widely known in order to maximize an advertisement effect.
  • each influencer may designate a period and designate a discount rate.
  • an influencer may collect sponsors at a particularly cheap price. If the demand of sponsors is a great demand in a specific period, an influencer may designate a corresponding discount rate as a minus and request a guarantee.
  • the apparatus 200 for managing matching enables an influencer to store discount rate information in a current period (e.g., January to March of 2016) so that the stored discount rate information is applied upon matching.
  • the apparatus 200 for managing matching between a sponsor and an influencer may store a predetermined advertisement fee or amount for each influencer.
  • an influencer A may designate an amount of 10,000 for brandCollabo basic, an amount of 15,000 for beauty and an amount of 3,000 for game, and may designate an amount of 4,000 for a 3-month model fee and an amount of 5,000 for a 6-month model fee. Accordingly, the apparatus for managing matching according to an embodiment of the present invention can allow a sponsor to search for a required optimal condition rapidly and efficiently.
  • the apparatus for managing matching between a sponsor and an influencer may designate and manage the type of business for each influencer.
  • An influencer has his or her own category and performs broadcasting. If an influencer has various categories, such as entertainment, music, kids, game, beauty and food, are present, the influencer may designate a category so that the category is efficiently matched with the type of business of a sponsor. For example, if an influencer A has a music category, the influencer may perform an advertisement based on specialization in the type of business, such as IT/tech/home appliances, media/entertainment, travel and telecom. Accordingly, when an optimal influencer is matched with a sponsor, an influencer can be extracted based on corresponding information.
  • the apparatus 200 for managing matching between a sponsor and an influencer may designate the discount rate of an influencer for each product. For example, if an influencer A has designated brand names, such as a brandCollabo, a PPL, a model and an SNS, a discount rate in the step in which the influencer A can produce an advertisement may be designated for each product. Alternatively, a discount rate may be designated so that an influencer can add a required new product.
  • brand names such as a brandCollabo, a PPL, a model and an SNS
  • a discount rate in the step in which the influencer A can produce an advertisement may be designated for each product.
  • a discount rate may be designated so that an influencer can add a required new product.
  • the apparatus 200 for managing matching between a sponsor and an influencer may store a schedule according to each period of an influencer. As an influencer is popular, the demand of sponsors may suddenly increase. In the case of the same type of business, a corresponding period may have to be avoided between rivals. Accordingly, the apparatus for managing matching according to an embodiment of the present invention stores an advertisement period in which a corresponding influencer performs an advertisement and classifies and stores a target advertisement by the type of business. For example, the apparatus may store information indicating that an influencer A performs an advertisement for "Electronics D" during the first week ⁇ second week of April in 2016 and performs an advertisement for "Cosmetics E" during the third week ⁇ fourth week of April in 2016.
  • the apparatus 200 for managing matching between a sponsor and an influencer may store a current advertisement situation, expected history, claim amount and campaign period requested by a sponsor.
  • the apparatus for managing matching according to an embodiment of the present invention receives information from several sponsors and manage the received information. Accordingly, the apparatus has to systematically arrange the information regarding that which campaign (or product) is in progress for each sponsor, and may arrange the information using a table or a Spreadsheet program. In this case, the apparatus may designate and store the length, amount, production start date and production end date of an advertisement requested by each sponsor.
  • the apparatus 200 for managing matching between a sponsor and an influencer may generate a report on corresponding results if the production and campaign end dates of an advertisement expire.
  • the apparatus for managing matching may count and store information, such as an influencer requested by a plurality of sponsors, an advertisement fee, a bill, an expected hit number, an actual hit number, the number of likes, the number of comments and a hit ratio for each age.
  • the apparatus for managing matching according to an embodiment of the present invention may count a daily hit number by integrating the advertisement histories of a plurality of sponsors. For example, the apparatus for managing matching may count a hit number of 60,000 hits on March 11, 2016, a hit number of 30,000 hits on March 12, and a hit number of 20,000 hits on March 13, and may store the greatest hit number counted on which date.
  • the apparatus 200 for managing matching between a sponsor and an influencer may count influencer scores and store the counted influencer scores in descending power or in ascending power. In this case, an interaction score, a growth score and a spread score may be incorporated into the influencer score.
  • the apparatus for managing matching properly counts information about a total number of moving images, the number of upload moving images, a total number of subscribers, a playback number, the number of likes, dislikes and comments, a sharing number, a local hit number, a foreign hit number and a cumulative playback number, and calculates an influencer score according to a preset equation.
  • the apparatus 200 for managing matching may count data according to specific periods, such as a current daily data situation, a current weekly data situation, a current monthly data situation and a current yearly data situation, and may extract an influencer who has the most overwhelming influencer score in a corresponding period.
  • specific periods such as a current daily data situation, a current weekly data situation, a current monthly data situation and a current yearly data situation
  • an influencer who has the most overwhelming influencer score in a corresponding period recently, an influencer who has a sudden rise in his or her popularity rather than an influencer who performs broadcasting for a long time from the past has an excellent advertisement effect.
  • the apparatus for managing matching may extract a person who has the highest influencer score in a specific period and designate the extracted person.
  • the apparatus 200 for managing matching between a sponsor and an influencer may manage information about a sponsor and an influencer.
  • a sponsor and an influencer communicate with each other while an advertisement is produced.
  • the apparatus for managing matching may store personal information, such as the mobile phone number and e-mail address of an advertising canvasser of a sponsor and an influencer, and may apply a security function so that a corresponding sponsor can view a corresponding mobile phone number and e-mail address when the sponsor requests an advertisement from the influencer.

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Abstract

Disclosed are an apparatus and method for managing matching between a sponsor and an influencer. The apparatus includes a database unit configured to store influencer information, a purchasing requisition unit configured to receive an influencer search condition from a sponsor, an influencer management unit configured to calculate the influencer score of each influencer based on the influencer information and the influencer search condition, to extract an influencer suitable for the sponsor, and to provide a list of the extracted influencers to the sponsor, and an advertisement production management unit configured to send an advertisement proposal to an influencer selected by the sponsor and to manage an advertisement produced by the selected influencer if advertisement production is determined to be performed.

Description

APPARATUS AND METHOD FOR MANAGING MATCHING BETWEEN SPONSOR AND INFLUENCER
The present invention relates to an apparatus for managing matching between a sponsor and an influencer, including a database unit configured to receive influencer information, a purchasing requisition unit configured to receive an influencer search condition from a sponsor, an influencer management unit configured to calculate an influencer score for each influencer based on the influencer information and the influencer search condition and to extract an influencer for the sponsor, and an advertisement production management unit configured to send an advertisement proposal to the selected influencer and to manage an advertisement produced by the selected influencer if advertisement production is determined to be performed, and a method for managing matching between a sponsor and an influencer using the apparatus.
As the Internet era is open, a technology in which image information rather than text information forms content and the content is provided through moving image information rather than image information is suddenly developed. In particular, users who use various platforms through which various images and video information can be viewed and enjoyed through a moving image platform, such as Youtube, Internet broadcasting platforms, such as Afreeca TV, Twitch TV and Kakao TV, and portal site platform, such as Naver, Google, Daum and Yahoo, from among Internet sites are recently explosively increasing.
In line with such a trend, users who use a video platform, in particular, influencers have started to emerge. Influencers produce and fabricate their own content, and they have gotten into shape in a small-sized 1 person station or a multi-person broadcasting station. A degree of interest in all things which are related to influencers, such as a product, a frequently visited place, a hobby and a forte used by influencers, is increasing.
Recently, an advertisement in which an influencer is directly appeared in home shopping or Internet shopping in order to further maximize an image of the influencer himself or herself is frequently produced. It is evident that a purchasing power and a marketing index are further increased when an influencer appears in an advertisement because every behavior of the influencer has an effect on common users who are interested in the corresponding influencer.
Accordingly, in a current situation in which interest in 1-person broadcasting is further increased, a movement of an influencer to directly produce his or her own matter of interest into content and to communicate with the public becomes active. Accordingly, a movement of development to a new market that associates an influencer and an advertisement is appearing.
An object of the present invention is to provide an apparatus and method for managing matching between a sponsor and an influencer, which is capable of matching an influencer suitable for a sponsor marketing purpose as described above and efficiently managing the present production condition of an advertisement produced by a corresponding influencer and an effect after the production.
A technical object to be achieved by the present invention is not limited to the object, and various technological objects may be included within a range evident to those skilled in the art from the following description.
In an aspect, an apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention includes a database unit configured to store influencer information, a purchasing requisition unit configured to receive an influencer search condition from a sponsor, an influencer management unit configured to calculate the influencer score of each influencer based on the influencer information and the influencer search condition, to extract an influencer suitable for the sponsor, and to provide a list of the extracted influencers to the sponsor, and an advertisement production management unit configured to send an advertisement proposal to an influencer selected by the sponsor and to manage an advertisement produced by the selected influencer if advertisement production is determined to be performed.
Furthermore, in the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention, the database unit receives and stores the influencer information provided by at least any one of a moving image platform, an Internet broadcasting platform and a portal site platform.
In this case, in the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention, the influencer information includes at least any one of an influencer name and ID, a category, a grade, a total number of cumulative hits, a total number of cumulative moving images, a total number of cumulative subscribers, a sex ratio of all of audiences, an age ratio of all of audiences, an age ratio of all of audiences for sex and a country ratio of all of audiences.
Furthermore, in the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention, the purchasing requisition unit receives the influencer search condition including at least any one of a sponsor, an agency, a campaign period, the type of business, a brand, an execution amount, a product type and target information.
Furthermore, in the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention, the purchasing requisition unit provides a temporary storage and previous storage history fetch function during writing when the influencer search condition is received.
Furthermore, in the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention, the influencer management unit calculates the influencer score including at least any one of an interaction, spread and growth.
Furthermore, in the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention, the influencer management unit first determines whether an influencer corresponds to the type or category of business of the sponsor and calculates the influencer score.
Furthermore, in the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention, the influencer management unit determines whether sponsors are rivals and calculates the influencer score if the influencer performs advertisement production or advertisement promotion.
Furthermore, in the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention, the influencer management unit sequentially aligns the calculated influencer scores and provides an aligned recommended influencer list.
Furthermore, in the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention, the advertisement production management unit sends the advertisement proposal to an influencer selected from the influencers extracted by the advertisement production management unit or an influencer randomly selected from the extracted influencers or the sponsor.
Furthermore, in the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention, the advertisement production management unit outputs the intermediate results of the advertisement produced by the selected influencer to the sponsor so that the sponsor checks the intermediate results and sends feedback from the sponsor to the selected influencer.
Furthermore, in the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention, the advertisement production management unit provides the advertisement production state and advertisement upload link of each influencer to the sponsor in a diagram or list form if a plurality of the selected influencers is present.
Furthermore, the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention further includes an advertisement management unit configured to generate statistics or a result report for the advertisement completed by the selected influencer.
In this case, in the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention, the advertisement management unit generates the statistics or result report including at least any one of an expected hit number, an achieved hit number, an achievement ratio, a daily hit number, a monthly hit number, a periodical hit number, CPV, the number of comments, an age-specific hit number, a sex-specific hit number and a time-based hit number with respect to the completed advertisement.
Furthermore, the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention further includes an interface unit configured to provide the influencer search condition, the influencer information, the advertisement proposal or the advertisement management through a webpage or an application.
In this case, in the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention, the interface unit calculates the influencer score based on previously stored information even without receiving the influencer search condition when the sponsor performs login and recommends the influencer suitable for the sponsor.
In an aspect, a method for managing matching between a sponsor and an influencer according to an embodiment of the present invention includes receiving an influencer search condition from a sponsor, calculating an influencer score of each influencer based on influencer information stored in a database unit and the influencer search condition, extracting an influencer suitable for the sponsor, and providing a list of the extracted influencers, receiving an influencer selected by the sponsor, sending an advertisement proposal to the selected influencer, and sending a produced advertisement to the sponsor.
In this case, the present invention is implemented as a computer program stored in a nonvolatile storage medium in order to execute each of the steps of the method for managing matching between a sponsor and an influencer in association with hardware.
The apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention can effectively increase the advertisement sales of a sponsor because sales contact points can be expanded through a central management system.
Furthermore, the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention can calculate the score of an influencer suitable for a marketing purpose of a sponsor according to a specific criterion and recommend the influencer suitable for the marketing purpose. Accordingly, an advertisement effect can be doubled because an influencer well-suited for a sponsor performs an advertisement.
Furthermore, the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention can maximize the utilization of internal manpower resources because matching management is performed through automation instead of a conventional method performed by a person, such as an administrator who connects a sponsor and an influencer.
Furthermore, the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention can gradually increase the Internet broadcasting station market by constructing a profit model for middle and lower influencers who have poor sales and providing profits through an advertisement to second-mover influencers rather than an exclusive influencer.
Furthermore, the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention can have a world-wide advertisement effect without a high marketing cost for a sponsor because an advertisement can be viewed around the world without being limited to one country through association with an external moving image platform.
Furthermore, the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention can provide a new platform capable of discovering an able influencer because it can search for basic information about an influencer and can recommend an influencer if a satisfactory effect is generated after a sponsor releases an advertisement.
Furthermore, the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention can construct the ecosystem of an integrated purchasing system because an overall process of purchasing and an advertisement, such as matching and subscription, an overall present production condition and management, a content distribution, and checking a result report for each period, can be searched and modified within a single system at a time.
FIG. 1 is an exemplary diagram showing a relationship between an apparatus for managing matching according to an embodiment of the present invention, a sponsor and a moving image platform.
FIG. 2 shows the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention.
FIGS. 3 to 14 show pages in which the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention has been implemented in the form of an interface.
FIG. 15 shows a method for managing matching between a sponsor and an influencer according to an embodiment of the present invention.
Hereinafter, an "apparatus and method for managing matching between a sponsor and an influencer" according to embodiments of the present invention are described in detail with reference to the exemplary drawings. The embodiments are provided so that those skilled in the art may easily understand the technological spirit of the present invention and the present invention is not restricted by the embodiments. Furthermore, contents represented in the accompanying drawings have been diagrammed in order to easily describe the embodiments of the present invention, and the contents may be different from drawing forms that are actually implemented.
Elements to be described herein are only examples for implementing the embodiments of the present invention. Accordingly, in other implementations of the present invention, different elements may be used without departing from the spirit and range of protection of the present invention.
Furthermore, an expression that some elements are "included" is an expression of an "open type", and the expression simply denotes that the corresponding elements are present, but should not be construed as excluding additional elements.
Furthermore, expressions, such as "the first" and "the second", are used to only distinguish a plurality of elements from one another, and do not limit the sequence or other characteristics of the elements.
In the description of embodiments, when it is said that each layer (or film), area, pattern or structure is formed "over/on" or "under/below" each layer (or film), area, pattern or pattern, this includes all of expressions, including that one element is directly formed on the other element and that a third element is intervened between them. A criterion for the term "over/on" or "under/below" of each layer is described based on the drawings.
When it is described that one part is "connected" to the other part, the one part may be "directly connected" to the other part or may be "indirectly connected" to the other part through a third part. Furthermore, when it is said that one part "includes (or comprises)" the other part, the word "include (or comprise)" will be understood to imply the inclusion of stated parts but not the exclusion of any other parts, unless explicitly described to the contrary.
FIG. 1 is an exemplary diagram showing a relationship between an apparatus for managing matching according to an embodiment of the present invention, a sponsor and a moving image platform.
Referring to FIG. 1, the apparatus 200 for managing matching according to an embodiment of the present invention may transmit or receive information to or from a sponsor 110, an influencer 120 and a moving image platform, an Internet broadcasting platform and/or a portal site platform 130. Furthermore, the apparatus 200 enables the sponsor 110 and the influencer 120 to efficiently manage a current advertisement execution situation or a method of recommending an influencer by providing an Internet site or an application to an interface.
More specifically, in order for the sponsor 110 to liaise for the influencer 120 for efficiently advertising his or her own product, the sponsor 110 may use the apparatus 200 according to an embodiment of the present invention. The apparatus according to an embodiment of the present invention extracts an influencer suitable for a sponsor and provides a list of the influencers to the sponsor. The influencer 120 selected by the sponsor produces an advertisement for the product of the sponsor 110. The influencer 120 directly or indirectly functions as an advertisement model and may promote the advertisement using various paths, such as the Internet broadcasting platform or the moving image platform 130.
A method for managing matching between the sponsor 110, the apparatus 200 and the influencer 120, and advertisement production and management is described in detail with reference to FIG. 2.
FIG. 2 shows the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention.
Referring to FIG. 2, the apparatus 200 for managing matching according to an embodiment of the present invention may include a database unit 210, a purchasing requisition unit 220, an influencer management unit 230, an advertisement production management unit 240, an advertisement management unit 250 and an interface unit 260.
The database unit 210 may store influencer information. The influencer information may be transmitted from at least any one of the moving image platform, the Internet broadcasting platform and/or the portal site platform to the database unit and stored in the database unit. Furthermore, the influencer information may include at least any one of an influencer name and ID, a category, a grade, a total number of cumulative hits, a total number of cumulative moving images, a total number of cumulative subscribers, a sex ratio of all of audiences, an age ratio of all of audiences, an age ratio of all of audiences for sex, and a country ratio of all of audiences.
More specifically, as shown in FIG. 15, the database unit according to an embodiment of the present invention may classify influencers according to their grades and categories, and may store all of pieces of information about the influencers, such as a channel ID, a telephone number, e-mail, an area, a cumulative hit number, the number of cumulative moving images, the number of cumulative subscribers, a Facebook link address, the number of Twitter followers, a Twitter link address, the number of Instagram followers, an Instagram link address, the number of Facebook likes, a local/foreign ratio, the proportion of males and females, a unit cost, an age ratio according to males, an age ratio according to females and an influencer score.
In this case, since influencer information about a corresponding influencer may be updated in real time, the database unit may be updated with influencer information that is received in a predetermined cycle in association with an external moving image platform, Internet broadcasting platform and/or portal site platform including information about a corresponding influencer.
For example, information about an influencer <A>, such as a total number of 13 moving images, a total cumulative playback number of 113,619,979, the number of subscribers of 762,635, a country ratio of local 91.6%/foreign 8.4%, a sex ratio of females 91.6%/males 8.3%, and an age ratio of twenties 54%/thirties 23%/forties 12%/fifties or more of 11%, may be stored in the database unit. The database unit may receive influencer information, updated every 30 minutes, from an external platform, such as Youtube, Afreecar TV or Naver. Thereafter, when a search condition is received from a sponsor, the database unit may calculate an influencer score using corresponding data.
The purchasing requisition unit 220 may receive an influencer search condition from a sponsor. In order to effectively advertise a target article to be advertised, the sponsor may extract a suitable influencer by comprehensively taking into consideration all of the target, type of business and age of an influencer without being simply based on a page view and a cumulative hit number. In this case, the sponsor also needs to input the influencer search condition in detail and clearly in order to make clear that the sponsor wants which object to be advertised.
Referring to FIG. 3, the purchasing requisition unit may receive the influencer search condition, including at least any one of a sponsor, an agency, a campaign period, the type of business, a brand, an execution amount, a product type and target information. Furthermore, in order to supplement that the time taken for a sponsor to select an optimal influencer from some influencers is long if the sponsor makes a purchasing request through the purchasing requisition unit, the purchasing requisition unit may provide a temporary storage and previous storage history fetch function to the sponsor during writing while receiving the influencer search condition.
For example, if <cosmetics company B> is to be recommended an influencer for advertising its own cosmetics, it may input all of search conditions on a sponsor name <B>, an agency <direct dealing or agency name>, a campaign period <May 1~June 1 of 2016>, the type of business <beauty>, a brand <brand C>, an execution amount <10 million won>, a product type <brandCollabo> and a target <female 2034>, so the apparatus for managing matching according to an embodiment of the present invention can extract an influencer most suitable for <cosmetics company B>.
The influencer management unit 230 calculates the influencer score of each influencer based on the influencer information and the influencer search condition and extracts an influencer suitable for the sponsor. The influencer management unit 230 may calculate the influencer score based on the influencer search condition input by the sponsor through the purchasing requisition unit, may sequentially align the influencer scores, and may provide the aligned influencer scores.
The influencer score is an index that confirms the possibility and influence of an influencer who manages a 1-person broadcasting station. By calculating the influencer score, the influencer management unit 230 may discover an influencer who has a high matching and possibility and who is suitable for the marketing object of the sponsor.
Furthermore, the apparatus 200 for managing matching according to an embodiment of the present invention may calculate influencer scores, may sequentially align the influencer scores, and may provide an aligned recommended influencer list. Referring to FIGS. 3 and 4, the apparatus 200 for managing matching according to an embodiment of the present invention calculates an influencer score based on the influencer search condition and recommend an optimal influencer based on the calculated influencer score. A sponsor may select a requested influencer or an influencer who is determined to have the most effective advertisement effect from a corresponding influencer list, and may send an advertisement proposal to the requested or selected influencer.
In this case, the influencer management unit 230 may calculate the influencer score including at least any one of an interaction, spread and growth. The interaction, spread and growth refer to the many-sided feedback indices of consumers and thus may be numerical values that influence the influencer score.
The interaction is a numerical value that evaluates an interaction between the content of an influencer and audiences by applying the number of likes, the number of comments and a sharing number in a moving image of the influencer. Furthermore, the spread may be evaluated as the number of SNS subscribers. The spread refers to a numerical value that evaluates a possibility that an advertisement may be spread to other portal sites and SNSs in addition to Apps, such as Facebook, Twitter and Instagram being used by an influencer. The growth may be evaluated as a rate of increase in the number of subscribers compared to the last month or a rate of increase in the hit number compared to the last month. The number of subscribers and the hit number may be said to have a meaningful effect on the growth because they have the most strong and direct purchasing power for an advertisement produced by a corresponding influencer.
Furthermore, the influencer management unit 230 according to an embodiment of the present invention may first determine whether an influencer corresponds to the type of business or category of the sponsor, and may calculate the influencer score. The apparatus 200 for managing matching may calculate the influencer score according to an effective calculation sequence when calculating the influencer score because the apparatus matches a plurality of sponsors and a plurality of influencers at the same time. Accordingly, the influencer management unit 230 may determine whether the type of business of a sponsor corresponds to the category of an influencer and calculate the influencer score of the influencer.
For example, if an influencer optimized for a cosmetics company B is to be calculated, for example, if the type of business of an influencer A is <beauty> and the type of business of an influencer E is <sports>, the influencer management unit 230 according to an embodiment of the present invention may calculate an influencer score by putting more weight to the influencer A than to the influencer E.
Furthermore, if an influencer performs advertisement production or advertisement promotion, the influencer management unit 230 according to an embodiment of the present invention may determine whether sponsors are rivals and calculate an influencer score. The reason for this is that there is a possibility that an influencer may promote products for a plurality of sponsors without having an exclusive contract with a single sponsor.
For example, if an influencer A has already produced an advertisement for <cosmetics company B>, that is, a sponsor and performs public relations, the influencer A may be extracted again as an influencer who is most suitable for the product advertisement of <cosmetics company D>, that is, another sponsor. In this case, there is a possibility of a conflict between the company B and the company D, that is, rivals. Accordingly, the influencer management unit 230 according to an embodiment of the present invention may push the influencer A to a back burner by adjusting the influencer score of the influencer A or may delete the influencer A from a recommended influencer list.
If a selected influencer is determined to perform advertisement production as a result of the transmission of an advertisement proposal to the selected influencer, the advertisement production management unit 240 may manage an advertisement produced by the selected influencer. If an optimal influencer requested by a sponsor is selected, the advertisement production management unit 240 provides information about the sponsor and the needs of the sponsor to a corresponding influencer so that the influencer can produce an advertisement including contents requested by the sponsor.
The advertisement proposal is a document that a sponsor requests an advertisement for his or her own advertisement object to be produced. The advertisement proposal may be implemented in the form of a previously stored platform or may be provided in the form of an advertisement proposal platform separately prepared by a sponsor. In this case, the sponsor may suggest guidelines for the introduction - body - ending by suggesting a composition plan through an advertisement proposal to be requested.
In this case, the sponsor may designate his or her own distribution range, may designate a platform through which a corresponding advertisement is to be distributed, and may attach a period and condition in which the advertisement is to be provided so that an influencer who will produce the advertisement refers to the period and condition. For example, the distribution range may be determined to be a website, Youtube, an SNS and/or a messenger. The period may be determined to be 3 months to 6 months. The condition may include that a produced advertisement video is not allowed to be secondarily processed and may be played back in a sharing or link form.
Furthermore, the advertisement production management unit 240 according to an embodiment of the present invention may send an advertisement proposal to an influencer selected from extracted influencers or a randomly selected influencer or a sponsor. The reason for this is that the influencer management unit 230 may extract a suitable influencer and recommend the extracted influencer to a sponsor as described above, but a sponsor may designate a specific influencer regardless of recommendation and request an advertisement from the designated influencer. Furthermore, the advertisement production management unit 240 according to an embodiment of the present invention may also send an advertisement proposal to a sponsor in order to check whether contents suitable for an extracted or randomly selected influencer have been properly written.
Furthermore, referring to FIG. 7, the administrator or user having access rights, of the apparatus 200 for managing matching according to an embodiment of the present invention may check a composition plan connected between a sponsor and an influencer and check the on-going state of the composition plan. In this case, one sponsor may select several influencers and send a composition plan for an advertisement. If a plurality of selected influencers is present, an advertisement production state and advertisement upload link for each influencer may be provided to a sponsor in the form of a diagram or list in order to help the efficient business handling of the sponsor.
Next, an influencer may determine whether or not to produce a corresponding advertisement by taking into consideration all of various variables, such as his or her own situation and a sponsor situation. Referring to FIG. 8, if an influencer determines to perform advertisement production, the influencer may calculate an expected amount or an expected hit number according to a production period and provide the calculated expected amount or expected hit number. Furthermore, the current production state of the influencer may be uploaded, so whether a corresponding advertisement can be produced according to a deadline requested by a sponsor can be immediately checked.
Referring to FIG. 9, an advertisement produced by an influencer can be checked through the apparatus 200 for managing matching according to an embodiment of the present invention. In this case, the advertisement produced by the influencer may be immediately uploaded onto the apparatus for managing matching according to an embodiment of the present invention, so a corresponding sponsor may be provided with the advertisement through an interface according to an embodiment of the present invention. Alternatively, after the influencer may upload the advertisement onto an external moving image platform as secret writing, the sponsor may enter a password and check the advertisement that is being produced. In this case, the apparatus 200 for managing matching according to an embodiment of the present invention may provide an external moving image platform so that it can be conveniently checked through an html tag or link.
In this case, the advertisement production management unit 240 according to an embodiment of the present invention may output the intermediate results of the advertisement produced by the selected influencer so that the sponsor can check the intermediate results of the advertisement, and may send feedback from the sponsor to the selected influencer. For example, when the advertisement produced by the influencer is uploaded onto an external platform, the advertisement production management unit 240 may form an interface so that the advertisement can be immediately checked in the apparatus 200 for managing matching, and may form a production comment box at a distance close to a corresponding video so that feedback between the sponsor and the influencer is facilitated.
The apparatus 200 for managing matching between a sponsor and an influencer according to an embodiment of the present invention may further include the advertisement management unit 250 configured to generate statistics or a result report for an advertisement completed by a selected influencer. When the production of an advertisement requested by a sponsor is completed by an influencer, the corresponding advertisement may be uploaded onto a predetermined external moving image platform, portal site platform and/or Internet broadcasting station platform. Next, an effect regarding whether the uploaded advertisement is widely advertised to a plurality of users may be checked in the form of a numerical value.
Furthermore, if a sponsor has requested an advertisement from a plurality of influencers at the same time, an achieved hit number, an achievement ratio, CPV and an amount may be provided in the form of a diagram or Spreadsheet program so that the sponsor may compare the results of advertisement contents for each influencer.
In this case, the advertisement management unit 250 according to an embodiment of the present invention may generate the statistics or result report of a produced advertisement, including at least any one of an expected hit number, an achieved hit number, an achievement ratio, a daily hit number, a monthly hit number, a periodical hit number, CPV, the number of comments, an age-specific hit number, a sex-specific hit number and a time-based hit number.
Furthermore, the advertisement management unit 250 according to an embodiment of the present invention may provide the contents of the current advertisement situation of an influencer to the interface. An expected hit number, an achievement ratio, the number of likes, the number of comments, a total hit number, a hit ratio for each age and a ratio for each age for an advertisement that is being performed by an influencer may be formed in the form of a graph, a radiation type graph, a graphic user interface, a diagram or a moving image, so a corresponding sponsor can check the on-going state of the advertisement effect of the influencer.
For example, if the sponsor of a cosmetics company B has requested the production of an advertisement from an influencer A and an influencer E at the same time, the achievement ratio of the influencer A is 240%, and the achievement ratio of the influencer E is 80%, the sponsor may perform evaluation on the influencer A and the influencer E. The advertisement management unit 250 according to an embodiment of the present invention may receive the corresponding evaluation and evaluation for advertisement results, and may incorporate the corresponding evaluation and the evaluation for advertisement results into the influencer scores of the influencer A and the influencer E when subsequently calculating the influencer scores.
The apparatus 200 for managing matching between a sponsor and an influencer according to an embodiment of the present invention may further include the interface unit 260 configured to provide the influencer search condition, the influencer information, the advertisement proposal or the advertisement management through a webpage or an application. The apparatus 200 for managing matching between a sponsor and an influencer according to an embodiment of the present invention may be provided through a webpage or may be provided through an application using a smart terminal and various media, such as a PDA.
In this case, other pieces of information provided by the apparatus 200 for managing matching between a sponsor and an influencer according to an embodiment of the present invention may be downloaded or uploaded through a Spreadsheet program. Systematic and clear information can be checked and uploaded through a Spreadsheet program because information about a plurality of influencers and information about a plurality of sponsors are provided.
Furthermore, the interface unit 260 according to an embodiment of the present invention may calculate an influencer score based on previously stored information although a sponsor does not input an influencer search condition when the sponsor performs login, and may recommend an optimal influencer. The influencer score of an influencer may be calculated based on various numerical values, such as the number of moving images, a cumulative playback number and the number of subscribers according to the contents of content produced by the influencer at normal time. Accordingly, although a sponsor does not input an influencer search condition, the interface unit 260 can provide an influencer list according to ranking.
Referring to FIGS. 12, 13 and 14, the current scores of influencers can be checked, and detailed information about the influencers can also be checked. In this case, information about target audiences, up-to-date content that has been produced, and information about influencers, such as the contents of an associated influencer, in addition to basic information about the influencers can also be easily checked.
Furthermore, when advertisement matching between a sponsor and an influencer is finally completed and a fee is deposited, the apparatus 200 for managing matching according to an embodiment of the present invention may take some portion of the corresponding fee as a commission. In this case, the percentage of the commission may be adjusted according to a separate agreement reached between the influencer and an administrator who manages the apparatus 200 for managing matching. A more powerful influencer may be attracted through such an agreement.
In an embodiment of the present invention, an example in which a sponsor selects an influencer and suggests a method of proposing an advertisement has been chiefly described. The present invention may also be applied to a configuration in which an influencer directly produces an advertisement, contacts a corresponding sponsor, and sells his or her own content. In this case, the interface unit 260 of the apparatus for managing matching according to an embodiment of the present invention may provide the corresponding configuration, may perform content purchasing between the sponsor and the influencer, and may receive a commission.
A method for managing matching between a sponsor and an influencer according to an embodiment of the present invention may include the steps of receiving an influencer search condition from a sponsor; calculating the influencer score of each influencer based on influencer information stored in the database unit and the influencer search condition, extracting an influencer suitable for the sponsor, and providing a list of the extracted influencers; receiving an influencer selected by the sponsor; sending an advertisement proposal to the selected influencer; and sending a produced advertisement to the sponsor.
In this case, the method for managing matching between a sponsor and an influencer according to an embodiment of the present invention may be implemented in the form of a computer program stored in a nonvolatile storage medium or an application in order to execute the steps.
The contents which have been described in the detailed description and which may be applied to the apparatus for managing matching may also be applied to the method for managing matching according to an embodiment of the present invention, the computer program and the application without any change.
If information about a plurality of influencers is to be stored, the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention may designate ranking according to a grade (e.g., a newbie, a star, power and a rookie depending on awareness), a category (e.g., kids, beauty, game, food, entertainment and info.), a total number of cumulative hits/the number of moving images/the number of subscribers, and may store them. For example, if an influencer A (e.g., a newbie, kids) has a cumulative hit number of 10 million and the number of cumulative 10,000 subscribers, an influencer B (e.g., a star, beauty) has a cumulative hit number of 5 million and the number of cumulative 7,000 subscribers, and an influencer C (e.g., power, game) has a cumulative hit number of 3 million and the number of cumulative 3,000 subscribers, the apparatus 200 for managing matching according to an embodiment of the present invention may sequentially store the influencer A as the first, the influencer B as the second, and the influencer C as the third. Accordingly, the corresponding influencers can be searched for efficiently and rapidly when they are extracted.
Furthermore, the apparatus 200 for managing matching between a sponsor and an influencer according to an embodiment of the present invention may apply a discount rate depending on a grade (e.g., a newbie, a rookie, power, and a star). For example, in the case of a low grade (e.g., a newbie or a rookie), a model fee of 5000 to 10000 may be set and stored. In the case of a high grade (e.g., power or a star), a model fee of 20000 to 50000 may be set and stored. Accordingly, although influencers have the same cumulative hit number, higher advertisement rates may be paid to an existing influencer of a star grade who has been widely known in order to maximize an advertisement effect.
In this case, each influencer may designate a period and designate a discount rate. In a specific period, an influencer may collect sponsors at a particularly cheap price. If the demand of sponsors is a great demand in a specific period, an influencer may designate a corresponding discount rate as a minus and request a guarantee. Accordingly, the apparatus 200 for managing matching according to an embodiment of the present invention enables an influencer to store discount rate information in a current period (e.g., January to March of 2016) so that the stored discount rate information is applied upon matching.
Furthermore, the apparatus 200 for managing matching between a sponsor and an influencer according to an embodiment of the present invention may store a predetermined advertisement fee or amount for each influencer. For example, an influencer A may designate an amount of 10,000 for brandCollabo basic, an amount of 15,000 for beauty and an amount of 3,000 for game, and may designate an amount of 4,000 for a 3-month model fee and an amount of 5,000 for a 6-month model fee. Accordingly, the apparatus for managing matching according to an embodiment of the present invention can allow a sponsor to search for a required optimal condition rapidly and efficiently.
Furthermore, the apparatus for managing matching between a sponsor and an influencer according to an embodiment of the present invention may designate and manage the type of business for each influencer. An influencer has his or her own category and performs broadcasting. If an influencer has various categories, such as entertainment, music, kids, game, beauty and food, are present, the influencer may designate a category so that the category is efficiently matched with the type of business of a sponsor. For example, if an influencer A has a music category, the influencer may perform an advertisement based on specialization in the type of business, such as IT/tech/home appliances, media/entertainment, travel and telecom. Accordingly, when an optimal influencer is matched with a sponsor, an influencer can be extracted based on corresponding information.
Furthermore, the apparatus 200 for managing matching between a sponsor and an influencer according to an embodiment of the present invention may designate the discount rate of an influencer for each product. For example, if an influencer A has designated brand names, such as a brandCollabo, a PPL, a model and an SNS, a discount rate in the step in which the influencer A can produce an advertisement may be designated for each product. Alternatively, a discount rate may be designated so that an influencer can add a required new product.
Furthermore, the apparatus 200 for managing matching between a sponsor and an influencer according to an embodiment of the present invention may store a schedule according to each period of an influencer. As an influencer is popular, the demand of sponsors may suddenly increase. In the case of the same type of business, a corresponding period may have to be avoided between rivals. Accordingly, the apparatus for managing matching according to an embodiment of the present invention stores an advertisement period in which a corresponding influencer performs an advertisement and classifies and stores a target advertisement by the type of business. For example, the apparatus may store information indicating that an influencer A performs an advertisement for "Electronics D" during the first week ~ second week of April in 2016 and performs an advertisement for "Cosmetics E" during the third week ~ fourth week of April in 2016.
Furthermore, the apparatus 200 for managing matching between a sponsor and an influencer according to an embodiment of the present invention may store a current advertisement situation, expected history, claim amount and campaign period requested by a sponsor. The apparatus for managing matching according to an embodiment of the present invention receives information from several sponsors and manage the received information. Accordingly, the apparatus has to systematically arrange the information regarding that which campaign (or product) is in progress for each sponsor, and may arrange the information using a table or a Spreadsheet program. In this case, the apparatus may designate and store the length, amount, production start date and production end date of an advertisement requested by each sponsor.
Furthermore, the apparatus 200 for managing matching between a sponsor and an influencer according to an embodiment of the present invention may generate a report on corresponding results if the production and campaign end dates of an advertisement expire. The apparatus for managing matching may count and store information, such as an influencer requested by a plurality of sponsors, an advertisement fee, a bill, an expected hit number, an actual hit number, the number of likes, the number of comments and a hit ratio for each age. Furthermore, the apparatus for managing matching according to an embodiment of the present invention may count a daily hit number by integrating the advertisement histories of a plurality of sponsors. For example, the apparatus for managing matching may count a hit number of 60,000 hits on March 11, 2016, a hit number of 30,000 hits on March 12, and a hit number of 20,000 hits on March 13, and may store the greatest hit number counted on which date.
Furthermore, the apparatus 200 for managing matching between a sponsor and an influencer according to an embodiment of the present invention may count influencer scores and store the counted influencer scores in descending power or in ascending power. In this case, an interaction score, a growth score and a spread score may be incorporated into the influencer score. The apparatus for managing matching properly counts information about a total number of moving images, the number of upload moving images, a total number of subscribers, a playback number, the number of likes, dislikes and comments, a sharing number, a local hit number, a foreign hit number and a cumulative playback number, and calculates an influencer score according to a preset equation.
In this case, the apparatus 200 for managing matching according to an embodiment of the present invention may count data according to specific periods, such as a current daily data situation, a current weekly data situation, a current monthly data situation and a current yearly data situation, and may extract an influencer who has the most overwhelming influencer score in a corresponding period. In particular, recently, an influencer who has a sudden rise in his or her popularity rather than an influencer who performs broadcasting for a long time from the past has an excellent advertisement effect. Accordingly, the apparatus for managing matching may extract a person who has the highest influencer score in a specific period and designate the extracted person.
Furthermore, the apparatus 200 for managing matching between a sponsor and an influencer according to an embodiment of the present invention may manage information about a sponsor and an influencer. A sponsor and an influencer communicate with each other while an advertisement is produced. The apparatus for managing matching may store personal information, such as the mobile phone number and e-mail address of an advertising canvasser of a sponsor and an influencer, and may apply a security function so that a corresponding sponsor can view a corresponding mobile phone number and e-mail address when the sponsor requests an advertisement from the influencer.
The aforementioned embodiments of the present invention have been disclosed for illustrative purposes, but the present invention is not restricted by the embodiments. Furthermore, those skilled in the art to which the present invention pertains may modify and change the present invention in various ways within the spirit and scope of the present invention, and such modifications and changes should be construed as falling within the range of right of the present invention.

Claims (18)

  1. An apparatus for managing matching between a sponsor and an influencer, the apparatus comprising:
    a database unit configured to store influencer information;
    a purchasing requisition unit configured to receive an influencer search condition from a sponsor;
    an influencer management unit configured to calculate an influencer score of each influencer based on the influencer information and the influencer search condition, to extract an influencer suitable for the sponsor, and to provide a list of the extracted influencers to the sponsor; and
    an advertisement production management unit configured to send an advertisement proposal to an influencer selected by the sponsor and to manage an advertisement produced by the selected influencer if advertisement production is determined to be performed.
  2. The apparatus of claim 1, wherein the database unit stores the influencer information provided by at least any one of a moving image platform, an Internet broadcasting platform and a portal site platform.
  3. The apparatus of claim 2, wherein the influencer information comprises at least any one of an influencer name and ID, a category, a grade, a total number of cumulative hits, a total number of cumulative moving images, a total number of cumulative subscribers, a sex ratio of all of audiences, an age ratio of all of audiences, an age ratio of all of audiences for sex and a country ratio of all of audiences.
  4. The apparatus of claim 1, wherein the purchasing requisition unit receives the influencer search condition comprising at least any one of a sponsor, an agency, a campaign period, a type of business, a brand, an execution amount, a product type and target information.
  5. The apparatus of claim 1, wherein the purchasing requisition unit provides a temporary storage and previous storage history fetch function during writing when the influencer search condition is received.
  6. The apparatus of claim 1, wherein the influencer management unit calculates the influencer score comprising at least any one of an interaction, spread and growth.
  7. The apparatus of claim 1, wherein the influencer management unit first determines whether an influencer corresponds to a type or category of business of the sponsor and calculates the influencer score.
  8. The apparatus of claim 1, wherein the influencer management unit determines whether sponsors are rivals and calculates the influencer score if the influencer performs advertisement production or advertisement promotion.
  9. The apparatus of claim 1, wherein the influencer management unit sequentially aligns the calculated influencer scores and provides an aligned recommended influencer list.
  10. The apparatus of claim 1, wherein the advertisement production management unit sends the advertisement proposal to the influencer selected by the sponsor or the sponsor.
  11. The apparatus of claim 1, wherein the advertisement production management unit provides intermediate results of the advertisement produced by the selected influencer to the sponsor so that the sponsor checks the intermediate results and sends feedback from the sponsor to the selected influencer.
  12. The apparatus of claim 1, wherein the advertisement production management unit provides an advertisement production state and advertisement upload link of each influencer to the sponsor in a diagram or list form if a plurality of the selected influencers is present.
  13. The apparatus of claim 1, further comprising an advertisement management unit configured to generate statistics or a result report for the advertisement completed by the selected influencer.
  14. The apparatus of claim 13, wherein the advertisement management unit generates the statistics or result report comprising at least any one of an expected hit number, an achieved hit number, an achievement ratio, a daily hit number, a monthly hit number, a periodical hit number, CPV, a number of comments, an age-specific hit number, a sex-specific hit number and a time-based hit number with respect to the completed advertisement.
  15. The apparatus of claim 1, further comprising an interface unit configured to provide the influencer search condition, the influencer information, the advertisement proposal or the advertisement management through a webpage or an application.
  16. The apparatus of claim 15, wherein the interface unit calculates the influencer score based on previously stored information even without receiving the influencer search condition when the sponsor performs login and recommends the influencer suitable for the sponsor.
  17. A method for managing matching between a sponsor and an influencer, comprising:
    receiving an influencer search condition from a sponsor;
    calculating an influencer score of each influencer based on influencer information stored in a database unit and the influencer search condition, extracting an influencer suitable for the sponsor, and providing a list of the extracted influencers;
    receiving an influencer selected by the sponsor;
    sending an advertisement proposal to the selected influencer; and
    sending a produced advertisement to the sponsor.
  18. A computer program stored in a nonvolatile storage medium in order to execute each of the steps of the method for managing matching between a sponsor and an influencer according to claim 17 in association with hardware.
PCT/KR2017/004321 2016-04-26 2017-04-24 Apparatus and method for managing matching between sponsor and influencer WO2017188677A1 (en)

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