WO2018018213A1 - Advertisement time allocation method, and advertisement playing system - Google Patents

Advertisement time allocation method, and advertisement playing system Download PDF

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Publication number
WO2018018213A1
WO2018018213A1 PCT/CN2016/091130 CN2016091130W WO2018018213A1 WO 2018018213 A1 WO2018018213 A1 WO 2018018213A1 CN 2016091130 W CN2016091130 W CN 2016091130W WO 2018018213 A1 WO2018018213 A1 WO 2018018213A1
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Prior art keywords
advertisement
playing
user
single play
matching relationship
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PCT/CN2016/091130
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French (fr)
Chinese (zh)
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严映军
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严映军
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Priority to PCT/CN2016/091130 priority Critical patent/WO2018018213A1/en
Publication of WO2018018213A1 publication Critical patent/WO2018018213A1/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

Definitions

  • the invention belongs to the field of service media, and in particular relates to an advertising time allocation method and an advertisement playing system.
  • Advertising is the bridge of communication between enterprises and consumers.
  • the best embodiment of market competition awareness is its advertising communication strategy.
  • the content of advertising communication focuses on what to spread, it is necessary to determine what kind of advertising content can best impress people who want to impress; the channel of advertising communication focuses on how to spread, what kind of methods and channels are most accessible to those who want to impress, And the cost is the best and the effect is the best.
  • Chinese consumers and consumers in Europe and the United States pursue different personalities. We are more influenced by advertising, and we attach more importance to the evaluation of others and society. In this way, a group is formed around the consumers. They are not direct consumers, but their opinions can influence consumers. They continue to have tangible and intangible effects on consumers.
  • CCTV's 2016 Gold Resource Advertising Tendering Conference was held in Beijing. After fierce bidding, Wang Laoji forced the audience to win the title of “CCTV First Standard” for 96.5 million yuan.
  • the first unit of the post-up version of the news network has a positive -10 second advertising space, which has become the focus of attention. This is Wang Laoji's winning the CCTV's first target after winning the bid in 2014, and continues to lead the herbal tea market. It has won the 'opening door' of the 2016 strategic layout.
  • CCTV1 "News Network" is the TV news section with the highest ratings and influence in China. According to statistics, the average audience rating of the program is as high as 11.06%, which is more than five times the audience rating of the best phenomenal programs in China.
  • the playing time of the advertisement has a very close relationship with the effect of the advertisement.
  • it is often not played at 9:00 in the morning. . Therefore, advertisers want to advertise at the right time.
  • This requires an invention to make the purchase behavior of the advertisement play more flexible according to the playback effect by playing the advertisement in a timely manner.
  • Embodiments of the present invention provide an advertisement time allocation manner and an advertisement playing system, and the purpose is to provide By playing the advertisements in a timely manner, the purchase behavior of the advertisements can be more flexibly charged according to the playback effect.
  • an advertisement time allocation method includes the following steps:
  • the advertisement is played in a time period that matches the single play price based on the single play price purchased by the user and the matching relationship.
  • An embodiment of the present invention further provides an advertisement playing system, including:
  • a recording unit configured to record a matching relationship between a single play price purchased by the user and an advertisement playing time period
  • a reading unit for reading a single play price purchased by a user
  • the playing unit has an input end connected to the recording unit and the reading unit respectively, and is configured to play the advertisement in a time period matched with the single play price according to the single play price purchased by the user and the matching relationship.
  • the invention can make the purchase behavior of the advertisement play more flexible according to the play effect by playing the advertisement in a timely manner.
  • FIG. 1 is a schematic flow chart of an advertisement time allocation manner according to an embodiment of the present invention.
  • FIG. 2 is a schematic structural diagram of an advertisement playing system according to an embodiment of the present invention.
  • FIG. 1 is an advertising time allocation manner provided by an embodiment of the present invention.
  • the flow diagrams are only for the sake of illustration, and only parts related to the embodiments of the present invention are shown.
  • step S101 a matching relationship between the single play price purchased by the user and the advertisement playing time period is recorded.
  • step S102 the single play price purchased by the user is read.
  • Step S103 For playing the advertisement in a time period matching the single play price according to the single play price purchased by the user and the matching relationship.
  • the invention can make the purchase behavior of the advertisement play more flexible according to the play effect by playing the advertisement in a timely manner.
  • FIG. 2 is a schematic structural diagram of an advertisement playing system according to an embodiment of the present invention, where the playing system includes:
  • the recording unit 21 is configured to record a matching relationship between the single play price purchased by the user and the advertisement playing time period;
  • the reading unit 22 is configured to read a single play price purchased by the user
  • the playing unit 23 has its input end and the recording unit 21 and the reading unit 22, respectively.
  • the connection is for playing an advertisement in a time period matched with the single play price according to the single play price purchased by the user and the matching relationship.
  • the working principle is: after the recording unit 21 records the matching relationship between the single play price purchased by the user and the advertisement playing time period, the reading unit 22 The single play price purchased by the user is read, and the playing unit 23 plays the advertisement in a time period matching the single play price according to the single play price purchased by the user and the matching relationship.
  • the invention can make the purchase behavior of the advertisement play more flexible according to the play effect by playing the advertisement in a timely manner.

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  • Business, Economics & Management (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Economics (AREA)
  • Finance (AREA)
  • Marketing (AREA)
  • Strategic Management (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Engineering & Computer Science (AREA)
  • Theoretical Computer Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)

Abstract

Provided are an advertisement time allocation method, and an advertisement playing system. The method comprises: recording a matching relationship between single-playback prices paid by users and advertisement playing time periods; reading a single-playback price paid by a user; and playing, according to the single-playback price paid by the user and the matching relationship, an advertisement in a time period matching the single-playback price. By playing an advertisement at an appropriate time, advertisement playback purchase can be charged more flexibly according to an advertising effect.

Description

广告时间分配方式以及广告播放系统  Advertising time allocation method and advertisement playing system 技术领域Technical field
本发明属于服务传媒 领域 ，尤其是涉及一种广告时间分配方式以及广告播放系统。  The invention belongs to the field of service media, and in particular relates to an advertising time allocation method and an advertisement playing system.
背景技术Background technique
广告是企业和消费者之间沟通的桥梁，在中国，企业的市场竞争意识最好的体现就是它的广告传播战略。广告传播的内容着重于传播什么，就要确定什么样的广告内容最能打动想打动的人;广告传播的渠道则着重于怎么传播，什么样的方式和管道最能够接触到想打动的人，并且成本最优、效果最好。中国的消费者与欧美国家的消费者追求个性不同，我们受广告影响更大，更重视他人和社会的评价，从众化倾向明显。这样，在消费者周围就形成一个群体，他们不是直接消费者，但他们的意见却能影响消费者，他们不断地对消费者产生有形、无形的作用。据报道：2015年11月18日，中央电视台2016年黄金资源广告招标大会在北京开抢，经过激烈的竞标，王老吉力压全场以9650万元斩获被誉为'央视第一标'的《新闻联播》后标版组合第一单元正-10秒广告位，成为关注焦点。这是王老吉继2014年夺标之后，再次强势摘得央视第一标，继续领跑凉茶市场，可谓赢得了2016年战略布局的'开门红'。CCTV1《新闻联播》是中国收视率最高、影响力最大的电视新闻栏目。有数据显示，该节目平均收视率高达11.06%，是国内最优秀现象级节目收视率的5倍以上，稳居全国节目收视之冠，收看量月均达72.35亿次，相当于近14亿中国人每人都贡献了5-6次收视。由于'央视第一标'播出时段在1、2月，包含了我国的传统佳节春节，这更是'黄金中的黄金'资源。此次实现央视黄金资源的成功卫冕，在很多外人看来这个价格应该算天价，但其实同行眼里这是王老吉提升 品牌价值的又一次飞跃，实现品牌利益最大化的契机。 Advertising is the bridge of communication between enterprises and consumers. In China, the best embodiment of market competition awareness is its advertising communication strategy. The content of advertising communication focuses on what to spread, it is necessary to determine what kind of advertising content can best impress people who want to impress; the channel of advertising communication focuses on how to spread, what kind of methods and channels are most accessible to those who want to impress, And the cost is the best and the effect is the best. Chinese consumers and consumers in Europe and the United States pursue different personalities. We are more influenced by advertising, and we attach more importance to the evaluation of others and society. In this way, a group is formed around the consumers. They are not direct consumers, but their opinions can influence consumers. They continue to have tangible and intangible effects on consumers. According to reports: On November 18, 2015, CCTV's 2016 Gold Resource Advertising Tendering Conference was held in Beijing. After fierce bidding, Wang Laoji forced the audience to win the title of “CCTV First Standard” for 96.5 million yuan. The first unit of the post-up version of the news network has a positive -10 second advertising space, which has become the focus of attention. This is Wang Laoji's winning the CCTV's first target after winning the bid in 2014, and continues to lead the herbal tea market. It has won the 'opening door' of the 2016 strategic layout. CCTV1 "News Network" is the TV news section with the highest ratings and influence in China. According to statistics, the average audience rating of the program is as high as 11.06%, which is more than five times the audience rating of the best phenomenal programs in China. It ranks first in the national program ratings, with an average monthly viewing rate of 7.235 billion times, equivalent to nearly 1.4 billion China. Everyone contributes 5-6 times. Since the 'CCTV first standard' broadcast time is in January and February, it contains China's traditional Chinese New Year, which is the 'gold in gold' resource. This time, the successful defending of CCTV's gold resources, in the eyes of many outsiders, should be considered as a price, but in fact, this is Wang Laoji's promotion. Another leap in brand value, the opportunity to maximize the benefits of the brand.
由此可以看出，广告的播放时段和广告播放的效果有着极为密切的关系，举个简单的例子，比如食品和饭店有关的广告，在早上九点播放往往没有在下午下班时播放的效果好。所以，广告商希望在合适的时间投放广告。当然，为了更好的广告效果，也应该匹配相应的广告价格。这就需要一种发明通过适时播放广告，让广告播放的购买行为可以根据播放效果而更加灵活的收费。 It can be seen that the playing time of the advertisement has a very close relationship with the effect of the advertisement. For a simple example, such as food and restaurant-related advertisements, it is often not played at 9:00 in the morning. . Therefore, advertisers want to advertise at the right time. Of course, for better advertising results, you should also match the corresponding advertising price. This requires an invention to make the purchase behavior of the advertisement play more flexible according to the playback effect by playing the advertisement in a timely manner.
技术问题technical problem
本发明实施例提供了提供了一种广告时间分配方式以及广告播放系统 ， 目的在于 通过适时播放广告，让广告播放的购买行为可以根据播放效果而更加灵活的收费。  Embodiments of the present invention provide an advertisement time allocation manner and an advertisement playing system, and the purpose is to provide By playing the advertisements in a timely manner, the purchase behavior of the advertisements can be more flexibly charged according to the playback effect.
技术解决方案Technical solution
本发明是这样实现的：一种广告时间分配方式，包括以下步骤： The present invention is implemented in such a manner that an advertisement time allocation method includes the following steps:
记录用户购买的单次播放价格与广告播放时间段的匹配关系 ; Record the matching relationship between the single play price purchased by the user and the time period of the advertisement;
读取用户购买的单次播放价格 ; Read the single play price purchased by the user;
根据所述用户购买的单次播放价格以及所述匹配关系，在与单次播放价格相匹配的时间段里，播放广告。 The advertisement is played in a time period that matches the single play price based on the single play price purchased by the user and the matching relationship.
本发明实施例还提供了一种广告播放系统，包括： An embodiment of the present invention further provides an advertisement playing system, including:
记录单元，读取单元，播放单元，其中： Recording unit, reading unit, and playing unit, wherein:
记录单元，用于记录用户购买的单次播放价格与广告播放时间段的匹配关系 ; a recording unit, configured to record a matching relationship between a single play price purchased by the user and an advertisement playing time period;
读取单元，用于读取用户购买的单次播放价格 ; a reading unit for reading a single play price purchased by a user;
播放单元，其输入端分别与记录单元和读取单元连接，用于根据所述用户购买的单次播放价格以及所述匹配关系，在与单次播放价格相匹配的时间段里，播放广告。 The playing unit has an input end connected to the recording unit and the reading unit respectively, and is configured to play the advertisement in a time period matched with the single play price according to the single play price purchased by the user and the matching relationship.
有益效果Beneficial effect
该发明通过适时播放广告，让广告播放的购买行为可以根据播放效果而更加灵活的收费。  The invention can make the purchase behavior of the advertisement play more flexible according to the play effect by playing the advertisement in a timely manner.
附图说明DRAWINGS
图 1 是本发明实施例提供的一种广告时间分配方式的 流程示意图 ； 1 is a schematic flow chart of an advertisement time allocation manner according to an embodiment of the present invention;
图 2 是本发明实施例提供的广告播放系统的结构示意图。 FIG. 2 is a schematic structural diagram of an advertisement playing system according to an embodiment of the present invention.
本发明的实施方式Embodiments of the invention
为了使本发明的目的、技术方案及优点更加清楚明白，以下结合附图及实施例，对本发明进行进一步详细说明。应当理解，此处所描述的具体实施例仅仅用以解释本发明，并不用于限定本发明。 The present invention will be further described in detail below with reference to the accompanying drawings and embodiments. It is understood that the specific embodiments described herein are merely illustrative of the invention and are not intended to limit the invention.
图 1 是发明实施例提供的 一种广告时间分配方式的 流程示意图，为了便于说明，只示出了与本发明实施例相关的部分。 FIG. 1 is an advertising time allocation manner provided by an embodiment of the present invention. The flow diagrams are only for the sake of illustration, and only parts related to the embodiments of the present invention are shown.
在步骤 S101 中，记录用户购买的单次播放价格与广告播放时间段的匹配关系。 In step S101, a matching relationship between the single play price purchased by the user and the advertisement playing time period is recorded.
在此步骤中，记录下匹配关系如早上 8 ： 00-9 ： 00 ，价格' XX 元'， 9:00-10:00 ，价格' XX 元'。 In this step, record the matching relationship as in the morning 8: 00-9: 00, the price 'XX yuan', 9:00-10:00, the price 'XX yuan'.
在步骤 S102 中，读取用户购买的单次播放价格。 In step S102, the single play price purchased by the user is read.
步骤 S103 用于根据所述用户购买的单次播放价格以及所述匹配关系，在与单次播放价格相匹配的时间段里，播放广告。 Step S103 For playing the advertisement in a time period matching the single play price according to the single play price purchased by the user and the matching relationship.
该发明通过该发明通过适时播放广告，让广告播放的购买行为可以根据播放效果而更加灵活的收费。 By the invention, the invention can make the purchase behavior of the advertisement play more flexible according to the play effect by playing the advertisement in a timely manner.
图 2 是本发明实施例提供的广告播放系统的结构示意图，该播放系统包括： FIG. 2 is a schematic structural diagram of an advertisement playing system according to an embodiment of the present invention, where the playing system includes:
记录单元 21 ，读取单元 22 ，播放单元 23 ，其中： The recording unit 21, the reading unit 22, and the playing unit 23, wherein:
记录单元 21 ，用于记录用户购买的单次播放价格与广告播放时间段的匹配关系 ; The recording unit 21 is configured to record a matching relationship between the single play price purchased by the user and the advertisement playing time period;
读取单元 22 ，用于读取用户购买的单次播放价格； The reading unit 22 is configured to read a single play price purchased by the user;
播放单元 23 ，其输入端分别与记录单元 21 和读取单元 22 连接，用于根据所述用户购买的单次播放价格以及所述匹配关系，在与单次播放价格相匹配的时间段里，播放广告。 The playing unit 23 has its input end and the recording unit 21 and the reading unit 22, respectively. The connection is for playing an advertisement in a time period matched with the single play price according to the single play price purchased by the user and the matching relationship.
其工作原理是：当记录单元 21 记录用户购买的单次播放价格与广告播放时间段的匹配关系后，读取单元 22 读取用户购买的单次播放价格，播放单元 23 根据所述用户购买的单次播放价格以及所述匹配关系，在与单次播放价格相匹配的时间段里，播放广告。 The working principle is: after the recording unit 21 records the matching relationship between the single play price purchased by the user and the advertisement playing time period, the reading unit 22 The single play price purchased by the user is read, and the playing unit 23 plays the advertisement in a time period matching the single play price according to the single play price purchased by the user and the matching relationship.
该发明通过该发明通过适时播放广告，让广告播放的购买行为可以根据播放效果而更加灵活的收费。 By the invention, the invention can make the purchase behavior of the advertisement play more flexible according to the play effect by playing the advertisement in a timely manner.
以上仅为本发明的较佳实施例而已，并不用以限制本发明，凡在本发明的精神和原则之内所作的任何修改、等同替换和改进等，均应包含在本发明的保护范围之内。 The above are only the preferred embodiments of the present invention, and are not intended to limit the present invention. Any modifications, equivalents, and improvements made within the spirit and scope of the present invention should be included in the scope of the present invention. Inside.

Claims (2)

  1. 一种广告时间分配方式 ，其特征在于，所述方式包括如下步骤： An advertising time allocation method, characterized in that the method comprises the following steps:
    记录用户购买的单次播放价格与广告播放时间段的匹配关系 ;Record the matching relationship between the single play price purchased by the user and the time period of the advertisement;
    读取用户购买的单次播放价格 ;Read the single play price purchased by the user;
    根据所述用户购买的单次播放价格以及所述匹配关系，在与单次播放价格相匹配的时间段里，播放广告。The advertisement is played in a time period that matches the single play price based on the single play price purchased by the user and the matching relationship.
  2. 一种广告播放系统，其特征在于，所述广告播放系统包括：An advertisement playing system, characterized in that the advertisement playing system comprises:
    记录单元，读取单元，播放单元，其中：Recording unit, reading unit, and playing unit, wherein:
    记录单元，用于记录用户购买的单次播放价格与广告播放时间段的匹配关系 ;a recording unit, configured to record a matching relationship between a single play price purchased by the user and an advertisement playing time period;
    读取单元，用于读取用户购买的单次播放价格 ;a reading unit for reading a single play price purchased by a user;
    播放单元，其输入端分别与记录单元和读取单元连接，用于根据所述用户购买的单次播放价格以及所述匹配关系，在与单次播放价格相匹配的时间段里，播放广告。The playing unit has an input end connected to the recording unit and the reading unit respectively, and is configured to play the advertisement in a time period matched with the single play price according to the single play price purchased by the user and the matching relationship.
PCT/CN2016/091130 2016-07-24 2016-07-24 Advertisement time allocation method, and advertisement playing system WO2018018213A1 (en)

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Citations (5)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
CN101243466A (en) * 2005-08-10 2008-08-13 微软公司 Normalized click-through advertisement pricing
CN101256656A (en) * 2008-03-07 2008-09-03 薛松生 Method and network for playing advertisement
US20100153197A1 (en) * 2006-06-08 2010-06-17 Gi-Man Byon Method and apparatus for providing advertising service
CN102027496A (en) * 2007-11-15 2011-04-20 高通股份有限公司 Systems and methods for a biddable multidimensional marketplace for advertising on a wireless communication device
CN105046528A (en) * 2015-07-21 2015-11-11 苏元海 Screen information play method and system thereof

Patent Citations (5)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
CN101243466A (en) * 2005-08-10 2008-08-13 微软公司 Normalized click-through advertisement pricing
US20100153197A1 (en) * 2006-06-08 2010-06-17 Gi-Man Byon Method and apparatus for providing advertising service
CN102027496A (en) * 2007-11-15 2011-04-20 高通股份有限公司 Systems and methods for a biddable multidimensional marketplace for advertising on a wireless communication device
CN101256656A (en) * 2008-03-07 2008-09-03 薛松生 Method and network for playing advertisement
CN105046528A (en) * 2015-07-21 2015-11-11 苏元海 Screen information play method and system thereof

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