WO2022145601A1

WO2022145601A1 - Advertisement content reaction and advertisement effect pre-analysis system

Info

Publication number: WO2022145601A1
Application number: PCT/KR2021/007985
Authority: WO
Inventors: 조민희
Original assignee: (주)서베이피플
Priority date: 2020-12-30
Filing date: 2021-06-24
Publication date: 2022-07-07
Also published as: KR20220095811A

Abstract

The present invention relates to an advertisement content reaction and advertisement effect pre-analysis system. An advertisement content reaction and advertisement effect pre-analysis system according to one embodiment of the present invention comprises: a database; a panel sampling part for receiving at least one panel stored in the database to calculate time, gender, age, and occupation to be surveyed, thereby generating at least one sample; a questionnaire setup part for registering an advertisement video or image for conducting a survey and previously setting up a questionnaire about the advertisement video or image; an analysis display part for collecting data on the basis of advertisement information registered in the questionnaire setup part and displaying a collection status in real time; an advertisement analysis part for performing an advertisement assessment on the basis of data set up in the questionnaire setup part and analyzing data collected in the advertisement assessment; and a result display part for displaying a data result analyzed by the advertisement analysis part.

Description

Advertisement content reaction and ad effect pre-analysis system

The present invention relates to an advertisement content reaction and advertisement effect pre-analysis system. More particularly, it relates to an advertisement content reaction and advertisement effect pre-analysis system for pre-evaluating advertisements before starting advertisements.

In a situation where many advertisements are being launched through various media, the importance of advertisements that guarantee maximum profits for clients through suitable advertisement ideas and that clients' products and services can be presented more effectively in the market is growing, especially professional Or, from the perspective of early adopters, they feel the need to produce future-oriented advertisements and are producing advertisements accordingly.

However, in reality, in the process of advertisement production, if an advertisement idea suitable for an expert is not delivered to the actual consumer, or if the advertisement is in conflict with the client even though the advertisement is well produced, it is difficult for the advertisement producer to convince the client, or only the client. There is no coordination of opinions within the production team.

Difficulty may occur, and when the above situation occurs, the effectiveness of advertisements may decrease.

There is a problem with it.

Therefore, the need to check key indicators required for advertisement production is increasing so that a correct decision can be made on which type of advertisement to produce, including advertisement concept, creative factors, tone, manners, and the like, and an evaluation system is required accordingly.

Prior art literature

Patent Literature

(Patent Document 0001) US Patent Publication No. 2008-0154701

It is an object of the present invention to provide a system for pre-analyzing advertisement content reaction and advertisement effect for pre-evaluating advertisements before starting advertisements.

In order to solve the above problems, according to an embodiment of the present invention, an advertisement content response and advertisement effect pre-analysis system includes a database; a panel sampling unit that receives one or more panels stored in the database and generates one or more samplings by calculating time, gender, age, and occupation to conduct a survey; a survey setup unit for registering an advertisement video or image for conducting a survey, and setting up a questionnaire for the advertisement video or image in advance; an analysis display unit for collecting data based on the advertisement information registered in the questionnaire setup unit and displaying the collection status in real time; an advertisement analysis unit that evaluates advertisements based on the data set up in the questionnaire setup unit and analyzes the data collected in the advertisement evaluation; and a result display unit displaying the data result analyzed by the advertisement analysis unit.

In addition, in the system for pre-analyzing advertisement content response and advertisement effect according to an embodiment of the present invention, the survey setup unit includes an advertisement registration unit that selects and uploads any one of an advertisement video or an advertisement image and registers it in the database; and a data input unit for receiving data required for a survey; Including, the data input unit may receive a title, advertisement industry, category, number of respondents, gender of the subject of the questionnaire, age of the subject of the questionnaire, the region of the subject of the questionnaire.

In addition, in the advertisement content response and advertisement effect pre-analysis system according to an embodiment of the present invention, the advertisement analysis unit calculates the advertisement contents, advertisement effects, and weights of the advertisement video or advertisement image registered in the survey setup unit, respectively. a data calculation unit; and a data comparison and analysis unit for comparing and analyzing data previously stored in the database on the basis of the data calculated by the data calculation unit. may include

In addition, in the advertisement content response and advertisement effect pre-analysis system according to an embodiment of the present invention, the data calculation unit calculates advertisement reliability, understanding, persuasion and sympathy, originality, atmosphere, impact, model, music, phrase and line items. an advertisement content calculation unit to analyze; an advertisement effect calculation unit that analyzes brand reliability, use intention, and recommendation intention items; and a weight calculation unit that calculates importance for each evaluation item of the advertisement content calculation unit and the advertisement effect calculation unit according to the advertisement business type input to the questionnaire setup unit, and calculates a final weight value based on the importance level; and , the final weight value calculated by the weight calculation unit may be applied to the data analyzed by the advertisement analysis unit to calculate a final value.

In addition, in the advertisement content response and advertisement effect pre-analysis system according to an embodiment of the present invention, the data comparison and analysis unit uses the data accumulated in the database and the questionnaire set-up unit for the advertisement industry set in the questionnaire setup unit. a sector comparison analysis unit that compares and analyzes the collected data; and an overall comparative analysis unit that compares and analyzes the data collected by the questionnaire setup unit with respect to the analysis data for the entire advertisement industry accumulated in the database and the advertisement industry set by the questionnaire setup unit; may include

In addition, in the system for pre-analysis of advertisement content response and advertisement effect according to an embodiment of the present invention, the analysis display unit includes an expected data collection completion time and remaining time, and a time guide for guiding information related to data collection and analysis wealth; a time shortening unit for shortening the expected data collection completion time displayed on the time guide unit; and a collection information unit that displays information for collecting data during data collection.

In addition, in the system for pre-analyzing advertisement content response and advertisement effect according to an embodiment of the present invention, the time reduction unit may reduce the time by deducting points held in the account.

These solutions will become more apparent from the following detailed description of the invention based on the accompanying drawings.

Prior to this, the terms or words used in the present specification and claims should not be construed in their ordinary and dictionary meanings, and the inventor may properly define the concept of the term in order to best describe his invention. It should be interpreted as meaning and concept consistent with the technical idea of the present invention based on the principle that it is possible.

According to an embodiment of the present invention, it is possible to predict the market reaction by conducting self-evaluation in advance with simple sampling before marketing the produced advertisement (video or image), and simple and reliable self-investigation to meet needs A high effect can be expected.

In addition, according to an embodiment of the present invention, it is possible to determine whether to execute an advertisement based on the analysis result, so that the effect of saving advertisement cost can be expected.

1 is an overall block diagram showing a system for pre-analysis of advertisement content response and advertisement effect according to an embodiment of the present invention.

2 is an exemplary view showing a screen for setting data collection of an advertisement content response and advertisement effect pre-analysis system according to an embodiment of the present invention;

3 is an exemplary view showing a screen during data collection of an advertisement content response and advertisement effect pre-analysis system according to an embodiment of the present invention;

4 is a block diagram illustrating an advertisement analysis unit of a system for pre-analyzing advertisement content response and advertisement effect according to an embodiment of the present invention.

5 and 6 are exemplary views showing data collection completion and result screens of the advertisement content response and advertisement effect pre-analysis system according to an embodiment of the present invention.

Description of main symbols in drawings

10 - Panel sampling unit 20 - Survey setup unit

21 - advertising register 22 - data entry

23 - Analysis start part 30 - Analysis display part

31 - time guide 32 - time shortener

33 - Collection information unit 40 - Advertising analysis unit

41 - data calculation unit 42 - advertisement content calculation unit

43 - advertisement effect calculation unit 44 - weight calculation unit

45 - Data Comparative Analysis Division 46 - Industry Comparative Analysis Division

47 - Overall comparative analysis section 50 - Result display section

60 - database

The present invention provides a database; a panel sampling unit that receives one or more panels stored in the database and generates one or more samplings by calculating time, gender, age, and occupation to conduct a survey; a survey setup unit for registering an advertisement video or image for conducting a survey, and setting up a questionnaire for the advertisement video or image in advance; an analysis display unit for collecting data based on the advertisement information registered in the questionnaire setup unit and displaying the collection status in real time; an advertisement analysis unit that evaluates advertisements based on the data set up in the questionnaire set-up unit and analyzes the data collected in the advertisement evaluation; and a result display unit for displaying the data result analyzed by the advertisement analysis unit; It is characterized in that it includes.

The specific aspects and specific technical features of the present invention will become more apparent from the following detailed description and embodiments in conjunction with the accompanying drawings. In the present specification, in adding reference numerals to the components of each drawing, it should be noted that the same components are given the same reference numerals as possible even if they are indicated on different drawings. In addition, in describing an embodiment of the present invention, if it is determined that a detailed description of a related well-known configuration or function may obscure the gist of the present invention, the detailed description thereof will be omitted.

In addition, in describing the components of the present invention, terms such as first, second, A, B, (a), (b), etc. may be used. These terms are only for distinguishing the elements from other elements, and the essence, order, or order of the elements are not limited by the terms. When a component is described as being “connected”, “coupled” or “connected” to another component, the component may be directly connected to or connected to the other component, but another component is between each component. It should be understood that elements may be “connected,” “coupled,” or “connected.”

Hereinafter, an embodiment of the present invention will be described in detail based on the accompanying drawings.

As shown in FIG. 1 , the system for pre-analysis of advertisement content response and advertisement effect according to an embodiment of the present invention is stored in advance in the database 60 and the database 60 to form big data and conduct a survey. A panel sampling unit 10 for generating one or more samplings by calculating time, gender, age, and occupation to be performed, registering an advertisement video or image for conducting a survey, and setting up a questionnaire for the registered video or image in advance The advertisement analysis unit 40 and the advertisement analysis unit 40 which conduct advertisement evaluation based on the data set up in the questionnaire setup unit 20 and the data set up in the questionnaire set-up unit 20, and analyze the data collected in the advertisement evaluation ) may include a result display unit 50 for displaying the analyzed data result.

The panel sampling unit 10 calculates data including time, gender, age, occupation, and region to conduct a survey in order to conduct a survey for one advertisement image or advertisement video, and performs one or more optimal sampling It can be generated, and the panel sampling registered in advance is stored in the database 60 to form big data, so that the optimal panel sampling among one or more panel sampling stored in the database 60 can be searched and provided. In the present invention, in the panel sampling stored in the database 60, more than 2 million panel samplings are stored, so that it is possible to provide optimal panel sampling for various advertisements.

As shown in FIG. 2 , the questionnaire setup unit 20 may perform a function of registering any one of an advertisement image or a video to be evaluated, and setting up a questionnaire for the registered advertisement in advance.

The questionnaire setup unit 20 includes an advertisement registration unit 21 for uploading any one of an advertisement image or a video to the database 60, a data input unit 22 for entering information about the registered advertisement, and a data input unit 22 and an analysis start unit 23 that analyzes (or evaluates) based on the information registered in the advertisement registration unit 21 .

The data input unit 22 enters the title, advertisement industry, category, desired number of respondents, desired survey subject's gender, desired survey subject's age, and desired survey subject's region for the advertisement registered in the advertisement registration unit (21). In addition, the advertisement producer may additionally enter necessary information, but the present invention is not limited thereto.

After receiving the advertisement and advertisement information input from the advertisement registration unit 21 and the data input unit 22, analysis (or evaluation) may be performed through the analysis start unit 23, and when the analysis starts, the data The status of data collection and data collection can be displayed in real time.

As shown in FIG. 3 , when analysis (or evaluation) is performed through the analysis start unit 23, data is collected in real time by limiting the advertisement to the analysis display unit 30 that displays the data collection status. may include

Specifically, the analysis display unit 30 displays the expected completion time of data collection and the remaining time to display the time guide 31 for guiding the time required for data collection, and a predetermined time from the time displayed on the time guide 31 . It may include a time shortening unit 32 that can be shortened and a collection information unit 33 displaying information on advertisements that currently collect data.

The time reduction unit 32 may reduce the time by deducting points held in the account for collecting data, and the above points may be separately purchased or paid for in various events. For example, if the number of points held in the account is less than the required points for shortening the time, the time reduction execution may be canceled, and the time reduction may be executed only when there are more than a certain number of points.

The collection information unit 33 displays information on advertisements for which data is being collected, and more specifically, the information input to the data input unit 22 and the advertisement type (either image or video) registered in the advertisement registration unit 21 are displayed. can be displayed.

When the above data collection is completed, data analysis may be performed, and the analysis result may be displayed.

As shown in FIG. 4 , the advertisement analysis unit 40 includes a data calculation unit 41 and a data calculation unit 41 that respectively calculate contents, effects, and weights of advertisement images or videos input from the questionnaire setup unit 20 . ) may include a data comparison analysis unit 45 that compares and analyzes data stored in advance in the database 60 on the basis of the calculated data.

The data calculation unit 41 includes an advertisement content calculation unit 42 that analyzes an advertisement content item with respect to an advertisement, an advertisement effect calculation unit 43 that analyzes an advertisement effect item with respect to an advertisement, and an advertisement content calculation unit 42 . and a weight calculator 44 that calculates importance for each evaluation item of the advertisement effect calculator 43 and calculates a final weight value based on the importance.

The advertisement content calculation unit 42 selects items of advertisement reliability, understanding, persuasion and empathy, originality, atmosphere, impact, model, music, phrases and lines, respectively, and data values based on the information collected for the selected items can be calculated, respectively, and can be calculated based on data stored in advance in the database 60 and converted into big data.

The advertisement effect calculation unit 43 selects the brand reliability, use intention, and recommendation intention items, respectively, and calculates data values based on the information collected for the selected items, and stores the data values in advance in the database 60 . Therefore, it can be calculated based on the data that has been converted into big data.

The weight calculation unit 44 calculates the importance for each item selected by the advertisement content calculation unit 42 and the advertisement effect calculation unit 43, and performs a function of calculating a final weight value based on the importance level, and a database Based on the data accumulated in (60), the final weight value can be calculated.

The calculated final weight value may be finally applied to the data analyzed by the advertisement analysis unit 40 , and the final data value may be calculated by the data calculation unit 41 .

In addition, the advertisement content calculation unit 42 , the advertisement effect calculation unit 43 and the weight calculation unit 44 accumulate the results of the calculated data and store them in the database 60 to form big data, and continuously Data error can be minimized by recalculating.

Data comparison and analysis unit 45 is based on the final value calculated by the data calculation unit 41, the type of advertisement in the advertisement registration unit 21 and the industry comparison analysis unit 46 that compares and analyzes data with the same industry and , it may include an overall comparative analysis unit 47 that compares and analyzes data with all industries stored in the database 60 .

The industry comparison analysis unit 46 compares and analyzes the data accumulated in the database 60 and the data collected by the survey setup unit 20 with respect to the advertisement industry set by the questionnaire setup unit 20 to display data between the types of business. can do.

The overall comparative analysis unit 47 compares and analyzes the analysis data for the entire advertisement industry accumulated in the database 60 and the data collected by the questionnaire setup unit 20 for the advertisement industry set in the questionnaire setup unit 20 . Thus, data can be displayed between the industry and the entire industry.

As shown in FIG. 5 , the industry comparison analysis unit 46 and the overall comparison analysis unit 47 may display data calculation results.

5 and 6, the result display unit 50 performs a function of displaying the data calculation result, and as described above, displays the comparative analysis result between industries, or the advertisement content calculation unit 42 and advertisement The data result calculated by the effect calculation unit 43 can be displayed (FIG. 5), or by performing cross-analysis on each item selected by the advertisement content calculation unit 42 and the advertisement effect calculation unit 43 Analysis results for one item can be displayed in detail (FIG. 6).

That is, according to an embodiment of the present invention, it is possible to predict the market reaction by conducting self-evaluation in advance with simple sampling before marketing the produced advertisement (video or image), A reliable effect can be expected.

Although the present invention has been described in detail through one embodiment, this is intended to describe the present invention in detail, and the system for pre-analyzing advertisement content response and advertisement effect according to the present invention is not limited thereto. And, terms such as "include", "compose", or "have" described above mean that the corresponding component may be embedded unless otherwise stated, so excluding other components is It should be construed as being able to further include other components rather than other components, and all terms including technical or scientific terms are generally understood by those of ordinary skill in the art to which the present invention belongs, unless otherwise defined. has the same meaning as being

In addition, the above description is merely illustrative of the technical idea of the present invention, and various modifications and variations are possible for those of ordinary skill in the art to which the present invention pertains without departing from the essential characteristics of the present invention. Accordingly, the embodiments disclosed in the present invention are not intended to limit the technical spirit of the present invention, but to explain, and the scope of the technical spirit of the present invention is not limited by these embodiments. The protection scope of the present invention should be construed by the following claims, and all technical ideas within the scope equivalent thereto should be construed as being included in the scope of the present invention.

As described above, the system for pre-analysis of advertisement content response and advertisement effect according to the present invention can predict market reaction and satisfy needs by conducting self-evaluation in advance through simple sampling before marketing the produced advertisement (video or image). It is an invention with high industrial applicability because it is possible to expect simple and reliable effects of self-investigation for .

Claims

database;

a panel sampling unit that receives one or more panels stored in the database and generates one or more samplings by calculating a time, gender, age, and occupation to conduct a survey;

a survey setup unit for registering an advertisement video or image for conducting a survey, and setting up a questionnaire for the advertisement video or image in advance;

an analysis display unit for collecting data based on the advertisement information registered in the questionnaire setup unit and displaying the collection status in real time;

an advertisement analysis unit that evaluates advertisements based on the data set up in the questionnaire setup unit and analyzes the data collected in the advertisement evaluation; and

a result display unit for displaying the data result analyzed by the advertisement analysis unit; Including, ad content reaction and ad effect pre-analysis system.
The method according to claim 1,

The survey setup unit may include: an advertisement registration unit for selecting and uploading any one of an advertisement video or an advertisement image and registering it in the database; and

a data input unit for receiving data required for a survey; includes,

The data input unit receives the title, advertisement industry, category, number of respondents, gender of the survey target, age of the survey target, and the region of the survey target, an advertisement content response and advertisement effect pre-analysis system.
The method according to claim 1,

The advertisement analysis unit includes: a data calculation unit for calculating advertisement contents, advertisement effects, and weights of the advertisement video or advertisement image registered in the questionnaire setup unit; and

a data comparison and analysis unit for comparing and analyzing data previously stored in the database on the basis of the data calculated by the data calculation unit; Including, ad content reaction and ad effect pre-analysis system.
4. The method according to claim 3,

The data calculation unit includes an advertisement content calculation unit for analyzing advertisement reliability, understanding, persuasion and empathy, originality, atmosphere, impact, model, music, phrases and lines;

an advertisement effect calculation unit that analyzes brand reliability, use intention, and recommendation intention items; and

a weight calculation unit that calculates importance for each evaluation item of the advertisement content calculation unit and the advertisement effect calculation unit according to the advertisement business type input to the questionnaire setup unit, and calculates a final weight value based on the importance level; includes,

Advertisement content reaction and advertisement effect pre-analysis system for calculating a final value by applying the final weight value calculated by the weight calculation unit to the analyzed data by the advertisement analysis unit.
4. The method according to claim 3,

The data comparison and analysis unit for the advertisement industry set in the questionnaire setup unit,

a sector comparison analysis unit for comparatively analyzing the data accumulated in the database and the data collected by the questionnaire setup unit; and

an overall comparative analysis unit that compares and analyzes the data collected by the questionnaire set-up unit with respect to the analysis data for the entire advertisement industry accumulated in the database and the advertisement industry set by the questionnaire set-up unit; Including, ad content reaction and ad effect pre-analysis system.
The method according to claim 1,

The analysis display unit includes a data collection expected completion time and remaining time, and a time guide for guiding information related to data collection and analysis;

a time shortening unit for shortening the expected data collection completion time displayed on the time guide unit; and

a collection information unit that displays information for collecting data during data collection; Including, ad content reaction and ad effect pre-analysis system.
7. The method of claim 6,

The time reduction unit reduces the time by subtracting the points held in the account, ad content reaction and ad effect pre-analysis system.