JP2010097494A - Advertisement management system, method and program - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide an advertisement management system, method, and program for supporting optimization to increase advertising performance on the basis of management for each advertising creative. <P>SOLUTION: Advertising creative is created on the basis of any of a plurality of templates including different advertising materials. When any of a plurality of advertising creative created on the different templates is selected, the advertising creative is transmitted to an advertising network and submitted. After the submission to the advertisement network, an actual achievement value of the advertising creative placed on a medium is measured. In accordance with an instruction from an operator who performs optimization on the basis of display of the actual achievement value, the advertising creative is replaced with another advertising creative stored in a storage means. <P>COPYRIGHT: (C)2010,JPO&INPIT

Description

  The present invention relates to an advertisement management system, method, and program for supporting creation of an advertisement creative based on a template, submission processing to an advertisement network, campaign management, optimization, and the like.

  An advertisement providing method for posting a banner advertisement or the like on a WEB site has been realized. For example, in an advertiser / advertisement agency, an advertisement campaign for sales promotion of goods and services is drafted, and an advertisement creative composed of electronic data such as a copy, a still image, and a moving image is produced. When the advertisement creative is submitted to the advertisement network, it is posted on various media such as a WEB site according to the campaign.

  It is desired to provide an advertisement management system that can easily produce highly effective advertisement creatives and can consistently support a series of operations such as submission processing and performance management of the advertisement creatives.

  The present invention has been made in view of such circumstances, and in particular, provides an advertisement management system, method, and program for supporting optimization (optimization) for improving advertisement performance based on management of each advertisement creative. The purpose is to do.

  An advertisement management system according to an aspect of the present invention selects a template storage unit that stores a plurality of templates including different advertisement materials in association with each template identifier, and a template identifier of any of the plurality of templates is selected. A template associated with the template identifier is read from the template storage means, and an advertisement creative creating means for creating an advertisement creative based on the template and a plurality of advertisements created by the advertisement creative creating means based on different templates Creative creative storage means for storing a creative in association with each creative identifier, and when one of the plurality of creative creatives is selected, the creative identifier is related An ad creative processing means for performing a trafficking process including a process of reading out the selected creative from the advertising creative storage means and transmitting the advertising creative to the advertising network; and a medium after being submitted to the advertising network In accordance with an instruction from an operator who measures the actual value of the advertising creative posted on the display, and displays the actual value on a display device and performs optimization based on the display of the actual value, Optimization processing means for replacing the advertising creative with another advertising creative stored in the advertising creative storage means.

  ADVANTAGE OF THE INVENTION According to this invention, the advertisement management system, method, and program which support the optimization (optimization) for improving advertisement performance based on management for every advertisement creative can be provided.

  Hereinafter, embodiments of the present invention will be described with reference to the drawings.

  FIG. 1 is a block diagram showing a network configuration including an advertisement management system according to an embodiment of the present invention. The advertisement management system 1 shown in FIG. 1 is connected to an advertiser / agency terminal 3 via a web interface 2 so as to be communicable. The advertisement management system 1 can also communicate with a plurality of different advertisement networks 5. The advertisement management system 1 transmits an advertisement creative to the advertisement network 5 by an API (Application Program Interface) process and performs a submission process. It is possible to obtain information on the actual performance value of the advertisement creative.

  In the advertisement management system 1, the creative template 6 and the image 7, the copy 8 and the possessed image / material 9 provided from the terminal 3 of the advertiser / agency are combined and processed to create and manage the advertisement creative. can do. There are various types of advertisement creatives (hereinafter simply referred to as “creative” is an abbreviation of “advertising creative”) such as banners, rectangles, texts, and mails. For example, by simply entering “company logo” and “advertising copy” into hundreds of creative templates 6, creatives similar to those created by professional creators can be created. E-mail advertisements can be easily created with creative templates as well. The provided creative template 6 is accumulated / analyzed so that a highly effective template can be continuously supplied. As the image 7, a license-free material / background image can be used without any hassle for creative creation.

  For creative submissions, the advertising management process 1 integrates and simplifies the advertising placement process such as “inquiry”, “application”, and “trafficking” to reduce the load of progress management work, and also for Internet advertising placement. Make it easier for unfamiliar agencies.

  The present invention has been made in consideration of the fact that the performance related to advertisement placement largely changes depending on the selection of the medium as well as the selection of the medium. The advertisement management system 1 according to the present embodiment is Based on management, optimization (optimization) to improve advertising performance is realized. For this reason, the advertisement management system 1 has a simple creation function by providing the creative template 6 and other components (image 7), a management function for creatives and their past delivery results, an automatic advertisement submission function, a replacement function, and the like.

  FIG. 2 is a diagram illustrating an example of a business flow through the advertisement management system according to the present embodiment. For example, a series of operations of an advertising agency includes creative creation, target selection, trafficking application, publication availability, performance report (result notification), payment, etc., which are related to interaction with the advertising network 5. To do. The advertisement management system 1 according to the present embodiment is interposed between the advertisement agency (terminal 3) and the advertisement network 5 and consistently supports these series of operations. Data exchange with each network 5 is performed via an API prepared by each network 5 or the advertisement management system 1.

  First, the information to be passed to the API (common to each API) includes campaign (case) ID, campaign (case) name, CPC, CPM set unit price, campaign period, maximum budget, creative size, creative, category target, There are regional targets.

  The contents of the API function include, for example, assumed stock acquisition, application submission, confirmation of publication availability and publication start, campaign condition change, and daily report acquisition (reporting).

  The API for obtaining the assumed inventory inquires the advertisement network 5 about the assumed inventory in the campaign. The number of inventory (impressions and clicks) for the entire campaign period is returned from the ad network 5. The application submission API sends the above contents to the advertisement network 5 and requests submission. On the other hand, the advertisement network 5 returns whether it can be accepted as a system. The API for confirming whether or not to publish can determine whether the advertisement network 5 can be posted or cannot be placed with respect to the submission of the campaign and the creative. The result is returned to the advertising network 1.

  In the campaign condition change API, the unit price of the campaign, the campaign period, and the upper limit budget can be changed. On the other hand, the advertisement network 5 returns whether these are systematically possible.

  The daily report acquisition API requests the advertisement network 5 for a publication report in a daily batch. The posting report sent from the advertisement network 5 to the advertisement management system 1 represents the number of impressions and the number of clicks for each day and each creative.

  Regarding the connection between the advertisement management system 1 and the advertisement network 5, information is exchanged by the above API except for billing that is performed outside the system. Accordingly, as long as the API provided in the advertisement management system 1 can be linked, the system 1 can handle any medium, not limited to the Internet.

  FIG. 3 is a block diagram showing a functional configuration of the advertisement management system according to the present embodiment.

  As described above, in order to realize optimization (optimization) for improving advertisement performance based on creative management, the advertisement management system 1 according to the present embodiment is based on provision of the creative template 6 and other components (image 7). It has a simple creation function, a creative and past distribution management function, an automatic advertisement submission function and a replacement function.

  Specifically, as shown in FIG. 3, the advertisement management system 1 includes a template storage unit 30, an advertisement creative creation unit 31, an advertisement creative storage unit 32, an advertisement creative submission processing unit 33, a result measurement unit 34, and a result storage unit. 35, an optimization processing means 36 is provided. The template storage means 30 stores a plurality of templates including different advertisement materials in association with each template identifier (ID).

  When a template identifier of any of the plurality of templates is selected, the advertisement creative creation unit 31 reads a template associated with the template identifier from the template storage unit 30 and creates an advertisement creative based on the template. .

  The advertisement creative storage means 32 stores a plurality of advertisement creatives created by the advertisement creative creation means 31 based on different templates in association with each creative identifier (ID). When a creative identifier of any of the plurality of creatives is selected, the advertising creative submission processing unit 33 reads the advertising creative associated with the creative identifier from the advertising creative storage unit 32, and retrieves the advertising creative from the advertising network. The submission process including the process to be sent to 5 is performed. For this, the above-described API processing is used.

  The performance measuring means 34 measures the performance value of the advertising creative posted on the medium after being submitted to the advertising network 5. For this, the daily report acquisition API described above is used. The obtained report is stored in the result storage means 35.

  The optimization processing unit 36 displays the actual value on a display device (not shown), and stores the advertising creative in accordance with an instruction from an operator who performs the optimization based on the display of the actual value, as an advertising creative storage unit 32. Replace with another creative stored in.

  According to such a configuration, by using the template, it is possible to assist the operator (user) to easily create the creative, and the user who refers to the performance display for each creative is different ( Can be replaced with a creative ad). By repeating such performance display and replacement, it is possible to effectively support the work of improving the performance of the advertisement.

  In addition, you may implement this invention as a program for functioning a computer as said means which the advertisement management system 1 which concerns on this embodiment has.

  An example of the creative creation procedure is shown in FIG.

  The advertisement creative creation means 31 searches for a template stored in the template storage means 30 and displays it as a template product list on a GUI (graphical user interface) screen or the like. Here, the user can select a desired template. In the template list, the display may be switched according to the size of the template, or may be rearranged and displayed in the order of arrival, CTR, or impression.

  An example of a schematic data structure of the template is shown in FIG. For example, this template has a template ID, background information, copy 0 information to copy 9 information, logo information, button information, image 0 information to image 9 information, and first performance information. The background information has a background color and a background image as shown in FIG. As shown in FIG. 7, the copy information includes information such as explanation (for copying), wording, font, size, and color. As shown in FIG. 8, the logo information, the button information, and the image information include information such as a description thereof, an image width, an image height, an image format, and an image file name.

  As shown in FIG. 9, the advertisement creative created based on the template as described above has a creative ID, a template ID, a logo, background information, copy information, and second performance information. Here, the logo, background information, and copy information that the advertisement creative has instead of the template correspond to the copy 8, the possessed image / material 9 and the like sent from the terminal 3 of the advertiser / agency. As shown in FIG. 4, the template selected by the user is edited by replacing the advertisement material with, for example, the material 9 uploaded to the advertisement management system 1 through the web interface 2. And template regulation (eg size (left and right x top and bottom), capacity, format, file name, version (SWF), version (FLA), version (ActionScript), prohibited ActionScript, button embedded ActionScript, background, animation, infinite Loop, sound usage, frame rate, mouse action, alt text, under text, border, FLA file structure, expression, etc., and then save it as an ad creative. Furthermore, image information can be added to the creative or edited.

  FIG. 10 is a diagram illustrating an example of the creative creation screen.

  The advertisement creative creation unit 31 displays a list of a plurality of templates read from the template storage unit 30 as shown in FIG. As shown in the figure, each template displays a first actual value (CTR, impression (imp)) 100 together with a banner 101. This 1st performance value is a performance value measured without distinguishing an advertising network or an advertiser about the template. For example, the actual result of the advertiser A in the advertising network A in the creative and the actual result in the creative of another advertiser B in the different advertising network B are taken into account as they are. In creative performance management, which will be described later, the user not only selects a template with reference to the first performance value, but also measures the performance value (second performance information) measured for the placed creative. You can replace the creative itself with reference to.

  FIG. 11 is a diagram illustrating an example of a my advertisement list / completed advertisement list screen.

  When an advertisement creative is created through an editing screen (GUI) (not shown) based on the template selected through the list selection screen as shown in FIG. 10, it is displayed in the my advertisement list / completed advertisement list as shown in FIG. As described above, each creative can be easily and quickly created by combining an advertisement material unique to the advertiser 110 with a template.

  FIG. 12 is a diagram illustrating an example of a campaign creation screen.

  When the creation of the creative is completed, the user creates a campaign through the campaign creation screen. In the campaign, campaign basic information setting, creative selection, and more preferably targeting conditions are set. As the basic campaign information, an advertiser 120, a campaign name 121, a period 122, an assumed upper limit budget 123, and the like are set. In the creative selection, a desired creative can be selected from the my advertisement list / completed advertisement list screen of FIG. 11 and added to the campaign. In order to measure the performance (second performance value) for each creative, specifically, the landing URL 124 is set for simple tracking through the advertisement network 5. In addition, by pressing the creative replacement button 125, it is possible to return to the my advertisement list / completed advertisement list of FIG. 11 and reselect a creative.

  FIG. 13 is a diagram showing media plan selection (advertisement network brand selection).

  The media plan is for setting the designation of an ad network to which the creative creative is to be submitted, budget allocation, and the like. In the example of FIG. 13, an advertisement network A and an advertisement network B are designated as media plans. Depending on the settings of the media plan, the media on which the advertisement is placed and the posting conditions are determined.

  FIG. 14 is a diagram illustrating an example of budget allocation in a media plan.

  In FIG. 14, the value of the assumed upper limit budget 140 is the same as that entered on the campaign creation screen of FIG. The subtotal 141 is a sum of the budget 142 of the advertisement network A and the budget 143 of the advertisement network B. Thus, when setting a budget for each network, it is preferable to provide a function for optimizing (optimizing) the budget and unit price for each network.

  FIG. 15 is a diagram illustrating an example of a campaign management screen.

  As shown in FIG. 15, on the campaign management screen, the number of impressions, CPM, number of clicks, CPC, number of conversions, CPA, CTR, and CVR are displayed by the function of the optimization processing unit 36 for each creative of each advertising network. The These result values are measured by the result measurement unit 34 for each advertisement creative and stored in the result storage unit 35 (second result value). The result measurement means 34 measures these result values as follows, for example.

  When placing a campaign (project) order, either CPC (unit price per click) or CPM (unit price per 1000 impressions) is set for each advertising network.

  It also issues a conversion tag that is inserted into the advertiser's page when placing a campaign (project) order. Then, impressions and clicks are acquired from each advertising network on a daily basis through various APIs such as the daily report acquisition API described above, by day, by creative (banner), by campaign (by project).

  The performance measurement means 34 counts the number of accesses to the page where each conversion tag is inserted on a daily basis, and counts it for each inflow from each creative (the URL of the referrer is different for each creative. Count) and calculate the number of conversions. The actual result measuring means 34 calculates the daily CPM, CPC, CPA based on these as follows, for example.

  First, regarding CPM, (1) if a CPM unit price is set, the value is CPM, and (2) if a CPC unit price is set, CPC unit price × clicks number of impressions × 1000 is CPM.

  Next, regarding CPC, (1) CPM unit price is set as CPC unit price × impression number ÷ 1000 ÷ number of clicks as CPC, and (2) CPC unit price is set as CPC. To do.

  For CPA, CPM unit price × impression number × 1000 ÷ conversion number is set as CPA when CPM unit price is set, and (2) CPC unit price × click number / conversion number is set as CPA when CPC unit price is set. And

  While confirming the actual values for these advertising creatives on the campaign management screen of FIG. 15, the user can return to the My Advertising List / Completed Advertising List and select another creative by pressing the Creative Replacement Buttons 150 and 151. it can. Then, the replaced creative is submitted to the advertisement network 5, and the result value is measured by the result measurement means 34. This is confirmed on the campaign management screen of FIG. Thus, the user can optimize the advertising performance while grasping the effect. The work load is reduced by the advertisement management system of this embodiment.

  Note that the present invention is not limited to the above-described embodiment as it is, and can be embodied by modifying the constituent elements without departing from the scope of the invention in the implementation stage. In addition, various inventions can be formed by appropriately combining a plurality of components disclosed in the embodiment. For example, some components may be deleted from all the components shown in the embodiment. Furthermore, constituent elements over different embodiments may be appropriately combined.

1 is a block diagram showing a network configuration including an advertisement management system according to an embodiment of the present invention. The figure which shows an example of the business flow through the advertisement management system which concerns on this embodiment The block diagram which shows the function structure of the advertisement management system which concerns on this embodiment Flow chart showing an example of the creative creation procedure Diagram showing an example of the template's schematic data structure The figure which shows the example of the rough data structure of background information The figure which shows the example of the schematic data structure of copy information A diagram showing an example of a schematic data structure of logo information, button information, and image information Diagram showing example creative data structure Diagram showing an example of the creative creation screen The figure which shows the example of my advertisement list / finished advertisement list Figure showing an example of the campaign creation screen Diagram showing media plan selection (ad network brand selection) Diagram showing an example of budget allocation in a media plan Diagram showing an example of the campaign management screen

Explanation of symbols

DESCRIPTION OF SYMBOLS 1 ... Advertisement management system; 2 ... Web interface; 3 ... Advertiser / agency terminal; 4 ... API (Application Program Interface); 5 ... Advertising network; 6 ... Creative template; 7 ... Image; Owned images and materials: 10 ... Creative

Claims (5)

Template storage means for storing a plurality of templates including different advertising materials in association with each template identifier;
When one of the plurality of templates is selected, the template associated with the template identifier is read from the template storage unit, and an advertisement creative creating unit that creates an advertisement creative based on the template;
A creative storage means for storing a plurality of creatives created by the creative creation means based on different templates in association with respective creative identifiers;
When a creative identifier of any one of the plurality of advertisement creatives is selected, a submission process including a process of reading an advertisement creative associated with the creative identifier from the advertisement creative storage unit and transmitting the advertisement creative to an advertisement network Creative trafficking processing means to perform,
A performance measuring means for measuring a performance value of the ad creative posted on the medium after being submitted to the ad network;
In addition to displaying the actual value on the display device, and in response to an instruction from an operator who performs optimization based on the display of the actual value, the advertising creative is stored in another advertising creative stored in the advertising creative storage unit. An advertisement management system comprising: an optimization processing unit that replaces The advertisement management system according to claim 1, wherein the advertisement creative is a combination of advertisement material provided by an advertiser with the template. The advertisement management system according to claim 1, wherein the advertisement material is a set of at least one of a background image, an advertisement copy wording, and a logo image. Storing a plurality of templates including different advertisement materials in a template storage means in association with each template identifier;
When a template identifier of any of the plurality of templates is selected, the creative creation unit reads a template associated with the template identifier from the template storage unit, and creates an creative based on the template; ,
A step of storing a plurality of creatives created by the creative creation unit based on different templates in association with respective creative identifiers, and storing the creative creative unit;
When one of the plurality of creative creatives is selected, the creative creative processing means reads out the creative associated with the creative identifier from the creative storage means and transmits the creative to the advertising network. A trafficking process that includes
A result measuring means that measures the actual value of the creative that has been posted on the medium after being submitted to the ad network;
The actual value is displayed on the display device, and in response to an instruction from an operator who performs optimization based on the display of the actual value, the optimization processing unit stores the advertising creative in the advertising creative storage unit. And a method of managing an ad. Computer
Template storage means for storing a plurality of templates including different advertising materials in association with each template identifier;
When a template identifier of any of the plurality of templates is selected, a template associated with the template identifier is read from the template storage unit, and an advertisement creative creating unit that creates an advertisement creative based on the template;
A creative storage means for storing a plurality of creatives created by the creative creation means based on different templates in association with respective creative identifiers;
When a creative identifier of any one of the plurality of advertisement creatives is selected, a submission process including a process of reading an advertisement creative associated with the creative identifier from the advertisement creative storage unit and transmitting the advertisement creative to an advertisement network Creative trafficking processing means,
A performance measuring means for measuring a performance value of the advertising creative posted on the medium after being submitted to the advertising network;
In addition to displaying the actual value on the display device, and in response to an instruction from an operator who performs optimization based on the display of the actual value, the advertising creative is stored in another advertising creative stored in the advertising creative storage unit. A program for functioning as an optimization processing means to be replaced.

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