KR20140077768A - System for Providing Advertisement Corresponding User's Taste - Google Patents

Abstract

The present invention relates to a targeting advertisement providing system for providing a targeted advertisement service based on analysis of a viewer's preference and measuring an advertisement effect based on a viewing behavior of a viewer who has presented the advertisement to provide an efficient customized advertisement, The present invention provides a customized targeting advertisement providing system for providing an advertisement to a candidate audience group for each advertisement content targeted by a content-based candidate viewing opportunity, comprising: analyzing an advertiser's needs; analyzing viewing behavior information of a viewer who receives the advertisement; And an advertisement providing unit for recommending a candidate viewing opportunity for each of the targeted advertisement contents based on the analyzed advertisement requirement and the viewing behavior information of the analyzed viewer based on the advertisement opportunity information, And the viewer's viewing line The advertisement effect measurement unit may provide the effect measurement data to the advertisement providing unit so that the advertiser is provided with feedback on the provided advertisement .

Description

[0002] System for Providing Advertisement Corresponding User's Taste [

The present invention is a customized targeting advertisement providing system capable of providing a customized advertisement service in a hybrid broadcast service environment.

Traditionally, advertising is carried out on media such as TV, radio, cable, newspapers, magazines, etc. as independent advertisements based on mass, exposure, one way, and media. Smart advertising, on the other hand, is delivered to the intelligent advertising platform through digital devices such as the Internet, mobile, and smart TV, and becomes a form of interactive, customized, and convergent (advertising - information - commerce) advertising. In addition, traditional advertisements are classified into advertising planning and production (advertising agency), advertisement purchase and sale (media rep), advertisement transmission and effect measurement (audience rating survey company) The need for a system that can provide it.

The advertisement system based on the digital two-way TV broadcasts the advertisement contents according to the order of arrangement according to the advertisement schedule of the media company, and executes the advertisement.

In the smart media environment, which requires viewer feedback on the multimedia advertisement, a new type of advertisement platform that can increase the sales through the efficient advertisement in terms of the advertisement effect compared to the input advertisement cost or the advertisement opportunity is required.

In addition, there is a need to provide opportunities for advertisers to easily participate in advertisements by individual advertisers or small and medium advertisers in a rapidly diversifying smart media environment as well as advertisements centering on large advertisers via TV.

Conventional broadcasting advertising exposes advertisements to an unspecified number of people, and offers a program genre and a viewing area customized advertisement.

Korean Patent Laid-Open Publication No. 10-2011-0013967, published on February 10, 2011

SUMMARY OF THE INVENTION The present invention has been made to solve the above problems, and it is an object of the present invention to provide a target advertisement service based on analyzing the preference of a viewer and to enhance advertisement effect through feedback of the provided advertisement.

A customized targeting advertisement providing system according to the present invention is a system for targeting an advertisement based on at least one of viewer's viewing behavior information, advertisement opportunity information, and advertiser's needs information, And an advertisement effect measuring unit for collecting viewing behavior information of the viewer and generating effect measurement data based on the viewing behavior information of the viewer who has contacted the targeted advertisement.

Since the present invention can be effectively operated in the management and execution of advertisement resources by avoiding the operation of the individual advertisement platform based on the media company, the individual advertiser and the small and medium advertiser can easily participate in the advertisement, It is advantageous that direct advertisement market can be formed between recipients and consumers.

In addition, the present invention can be used as objective measurement and analysis data on the advertisement effect by measuring the advertisement effect on the provided advertisement and presenting the result to the advertiser.

1 is a structural diagram of a customized targeting advertisement providing system according to an embodiment of the present invention;
2 is a schematic diagram illustrating an advertisement providing unit according to an embodiment of the present invention.
3 is a structural diagram illustrating an advertising effect measuring unit according to an embodiment of the present invention.
4 is a functional flowchart of a customized targeting advertisement providing system according to an embodiment of the present invention;
5 is a functional flowchart of an advertisement effect measuring unit according to an embodiment of the present invention;
FIG. 6 is a diagram illustrating a smart broadcast advertisement service flow according to an embodiment of the present invention; FIG.

Hereinafter, embodiments of the present invention will be described in detail with reference to the drawings. In the following description of the embodiments of the present invention, a detailed description of known functions and configurations incorporated herein will be omitted when it may make the subject matter of the present invention rather unclear.

Where a component is described as being "connected" or "connected" to another component, it may be directly connected or connected to another component, but another component may be intermediate. In addition, when describing a specific element as " comprising "in the present invention, it is to be understood that additional elements may be included within the scope of the embodiments or technical ideas of the present invention, it means.

The terms "first "," second ", and the like can be used to describe various elements, but the elements are not limited by these terms. That is, the terms are used only for the purpose of distinguishing one component from another. Thus, the first component can be named as the second component, and likewise the second component can be named as the first component.

In addition, the elements shown in the embodiments of the present invention are shown separately to indicate that they perform different characteristic functions, but it does not mean that each element can not be implemented as one hardware or software. That is, each component is divided for the convenience of description, and a plurality of components may be combined to operate as one component, or one component may be divided into a plurality of components to operate, The present invention is not limited thereto.

In addition, some of the components may be optional components for enhancing performance, not essential components that perform the essential function of the present invention. The present invention can be implemented in a structure including only essential components except for optional components, and a structure including only essential components is also included in the scope of the present invention.

1 is a structural diagram of a customized targeting advertisement providing system according to an embodiment of the present invention.

Referring to FIG. 1, a customized targeting advertisement providing system according to an embodiment of the present invention includes an advertisement providing unit 100 and an advertisement effect measuring unit 200

Referring to FIG. 1, an advertisement providing unit 100 according to an embodiment of the present invention may target an advertisement based on at least one of viewer's viewing behavior information, advertisement opportunity information, and advertiser's needs information, Can be provided.

An advertiser who wants to purchase an advertisement opportunity and an advertisement about a specific product, or an advertisement agency that acts as an advertiser, can use the advertisement provider 100. The advertisement provider 100 can maximize the profit of the advertisement sales by increasing the value of the advertisement opportunities possessed by the media distributors and increase the advertisement revenue by maximizing the advertisement revenue To provide a variety of control functions to help maximize sales revenue for a given product or service.

Referring to FIG. 1, the advertisement providing unit 100 according to an embodiment of the present invention may include an advertisement order management unit 110, a viewing behavior management unit 130, and an advertisement targeting unit 120.

The advertisement request management unit 110 according to an embodiment of the present invention is responsible for an interaction with an advertiser or an advertisement agency which is a main user of the advertisement request management unit 110. [ Through the advertisement request management unit 110, the advertiser provides all the necessary information including advertisement contents for each advertisement type for execution and contract, and after the actual advertisement is executed, the advertisement information of the viewer . In addition, the advertiser may receive a recommendation of a group of viewers or content in which the advertisement requested by the user is exposed during the advertisement sales agency operation process, etc., and then, during the execution of the advertisement, the advertiser may know the advertisement opportunity information, You can get all the information you need.

2 is a conceptual diagram illustrating an advertisement provider 100 according to an embodiment of the present invention.

2, an advertisement request management unit 110 according to an exemplary embodiment of the present invention includes an advertisement contract management unit 111, an advertiser needs analysis unit 112, an advertisement content management unit 113, a viewing behavior information management unit 114, . ≪ / RTI >

The advertisement contract management unit 111 according to an embodiment of the present invention can receive and manage the advertisement contract information requested by the advertiser or the advertisement agency and the advertisement opportunity information provided from the media distribution company. The advertisement contract information may be information necessary for determining, for example, how long the advertisement is exposed with a specified exposure target for a specific period, how much it will be paid for, a certain advertisement opportunity, and the like.

The advertisement requirement information such as the requirements of the advertiser presented to determine which advertising opportunity the advertisement should be inserted into and which viewing group among the advertisement contract information is input to the advertisement contract management unit 111 And can be provided to the advertiser needs analysis unit 112.

The advertiser needs analyzing unit 112 according to an embodiment of the present invention analyzes the advertiser needs information provided from the advertisement contract managing unit 111 and transmits the analyzed information to the advertisement targeting unit 120 to be described later.

The advertisement content management unit 113 according to an embodiment of the present invention can simulate the situation where an advertiser or an advertisement agency directly produces advertisement contents online and is exposed to an actual viewer. That is, the advertisement content management unit 113 generates the advertisement content and the metadata about the advertisement content, and the advertisement content is managed or provided as a separate advertisement information management unit according to the service operating environment, or the advertisement content management unit 113 itself . Also, the advertisement content metadata may be stored in the metadata management unit 140, which may be transmitted to the advertisement information management unit 300 together with the advertisement content or included in the advertisement providing unit 100, and managed.

The viewing behavior information management unit 114 according to an embodiment of the present invention may receive viewing behavior information of a viewer who has contacted the advertisement provided from the advertisement providing unit 100 from the advertisement effect measurement unit 200. [ The viewing behavior information of the viewer may be simple viewer behavior recognition information such as the number of viewers and whether or not the viewer is watching. Or effect measurement data based on the viewer behavior recognition information. The effect measurement data will be described later.

2, the viewing behavior management unit 130 according to an exemplary embodiment of the present invention includes a viewing behavior analysis unit 131 and a clustering unit 132. [ The viewing behavior analyzing unit 131 analyzes the tendency of the viewer who receives the content and the advertisement for the viewer watching function based on the viewing behavior of the viewer who is interested in the advertisement to be provided. Also, the analyzed viewing behavior can be clustered by the clustering unit 132 to provide more improved viewing behavior based targeting information. The viewing behavior may be provided from the effect measurement server 220 included in the advertisement effect measurement unit 200. Here, the viewing behavior refers to a viewing behavior of a viewer who has already been exposed to an advertisement (an existing advertisement) that has been provided before an advertiser requests an advertisement.

In order to recommend and target the audience group to be exposed among the advertiser's needs, the viewing behavior management unit 130 receives the viewing behavior information of all viewers received from the effect analysis server, deduces the preferences of the viewers based on the viewing behavior information, Based on the results, it is possible to group viewers by analyzing the tendency of demographic distribution.

2, an advertisement targeting unit 120 according to an exemplary embodiment of the present invention includes advertiser needs analysis information provided from the advertiser needs analysis unit 112, viewing behavior information provided from the viewing behavior management unit 130, Based on the advertisement opportunity information provided from the distributor, candidate advertisement groups may be selected for each of the targeted audience groups and the targeted advertisement contents according to the targeted advertisement contents to be recommended to the advertiser.

2, the advertisement targeting unit 120 according to an exemplary embodiment of the present invention may include an advertisement recommendation unit 122 and an advertisement organization unit 123, and may further include an advertisement opportunity management unit 121 You may.

The advertisement opportunity management unit 121 may receive an advertisement opportunity from the media distribution company. Here, the term "advertisement opportunity" refers not only to a content dependent advertisement opportunity but also to an advertisement opportunity independent of contents. However, the advertisement opportunity management unit 121 is not an essential component, and the advertisement opportunity may be directly provided to the advertisement recommendation unit 122 from the media distribution company.

The advertisement recommendation unit 122 according to an embodiment of the present invention may generate a candidate advertisement opportunity for each advertisement content based on the advertisement requirement provided by the advertiser and the advertisement opportunity provided from the media distribution company . In addition, it is possible to generate a candidate audience group for each of the targetted advertisement contents based on the advertiser needs received from the advertiser and the audience behavior based information provided from the audience behavior management unit 130.

The generated candidate advertisement opportunity for each advertisement content and the targeted advertisement content group candidate information for each advertisement content are provided to the advertisement contract management unit 111 included in the advertisement request management unit 110. The candidate audience for each advertisement content and the target audience group for each advertisement content targeted by the targeted advertisement content provided by the advertisement contract management unit 111 are recommended to the advertiser or the advertisement agency, It is possible to select a candidate watching group by the targeted advertisement contents.

If the advertiser or the advertising agency selects a candidate advertisement opportunity by the targeted advertisement content and a candidate viewing group by the targeted advertisement content, the candidate advertisement opportunity by the selected content-based advertisement content and the candidate- And may be provided to the advertisement organizing unit 123 through the contract management unit 111. [

The advertisement organizing unit 123 arranges the advertisement in the candidate advertisement opportunities according to the targeted advertisement contents according to the candidate advertisement opportunity for each content-targeted advertisement content and the candidate-viewing-group information for each targeted advertisement content, .

In addition, the advertisement providing unit 100 according to an embodiment of the present invention may further include a metadata management unit 140. [ The metadata management unit 140 can be linked to the advertisement request management unit 110, the advertisement targeting unit 120 and the viewing behavior management unit 130 included in the advertisement providing unit 100, The advertisement targeting unit 120, and the viewing behavior management unit 130, and performs an information management function to store and manage the information.

Referring to FIG. 1, the advertisement effect measuring unit 200 of the present invention may generate effect measurement data based on viewing behavior information of a viewer who has viewed the targeted advertisement. The effect measurement data may be data on the provided advertisement effect.

The advertisement effect measuring unit 200 according to an embodiment of the present invention includes an effect measurement client 210 that collects viewing behavior on a terminal side and an effect measurement server 220 that analyzes and provides viewer ratings and advertisement effects . The effect measurement client 210 may include a viewing behavior recognition unit 211 and an effect measurement agent 212. The effect measurement server 220 may include an effect measurement data collection and processing unit 221 and an effect measurement Data analysis and processing section.

 The effect measurement server 220 and the effect measurement client 210 may be connected to each other through a wired or wireless communication network.

In addition, the effect measurement server 220 receives viewing behavior information of a viewer who has viewed the advertisement requested by the advertiser in cooperation with the audience behavior information management unit included in the advertisement management unit 110, and obtains feedback on the provided advertisement .

In addition, the effect measurement server 220 may provide information on a viewing behavior of a viewer who has interacted with the viewing behavior management unit 130 included in the advertisement providing unit 100, Thereby allowing a candidate audience group for each targeted advertisement content to be provided with the advertisement.

3, the effect measurement client 210 may include an effect measurement agent 212 and a viewing behavior recognition unit 211. The effect measurement server 220 may include an effect measurement data collection and processing unit 221, And an effect measurement data analysis and management unit 222.

3, the viewing behavior recognition unit 211 included in the effect measurement client 210 includes a user registration and calibration unit 211c for collecting initial environment data, and a camera image analysis unit And a viewing behavior detecting unit 211a for recognizing the behavior of the viewer based on the analysis result.

3, the effect measurement agent 212 included in the effect measurement client 210 may include a data generation and transmission unit 212a and a terminal control unit 212b. The data generating and transmitting unit 212a may generate data for transmitting the information provided from the viewing behavior recognizing unit 211 to the effect measuring server 220 and transmit the generated data according to a protocol. In addition, the terminal control unit 212b may control an interface for collecting viewing history information of a viewer and a camera interface, and may provide a viewing behavior recognition unit 211 with an image for analysis.

3, the effect measurement data collection and processing unit 221 included in the effect measurement server 220 includes an effect measurement collection unit 221a for collecting data received according to a protocol from the effect measurement client 210, And an effect measurement data processing unit 221b for first processing the collected data. The effect measurement data analyzing and managing unit 222 manages the analysis result data for generating an audience index and an advertisement effect measurement index, and manages the analysis result data and transmits the result data to an advertiser, an advertisement distribution participant And an effect measurement data management unit 222b.

FIG. 3 is a diagram illustrating a functional flowchart between blocks of the advertisement effect measuring unit 200. Each block is arranged in a lifeline, and data transmitted between blocks is represented by a message. In addition to blocks, we added viewers, advertisers, or ad agencies as actors.

When a viewer turns on a terminal (e.g., a television), the viewer behavior recognizing unit recognizes the viewer and analyzes the viewer image of the camera to detect the viewing behavior such as the number of viewers and whether or not the viewer is watching. The detected viewing behavior data is provided to the effect measurement agent 212 in response to a data request. The effect measurement agent 212 controls the interface between the terminal and the camera and the camera image analysis unit 211b and transmits the collected viewing behavior data to the effect measurement data collection and processing unit 221 of the effect measurement server 220 via the communication network. The data is formatted and stored for forwarding to the server.

The effect measurement data collection and processing unit 221 requests data transmission to the effect measurement agent 212, collects viewer behavior recognition information according to a transmission protocol, and processes the input data to calculate an effect measurement index. For example, assuming that the viewer behavior recognition information is the number of viewers per unit time, the processed data may be viewed by program. The processed data is transmitted to the analysis and management of effect measurement data and performs analysis for calculating effect measurement indexes. The analyzed result data is managed in DB form and is provided to users including an advertiser or an advertisement agency in the form of a query or a report.

FIG. 4 is a diagram illustrating a flow of correlation and related information assuming that all the functions included in the functional structure diagram are mounted on one platform corresponding to the advertisement providing unit 100, When the advertiser wants to expose to the viewer through the advertisement opportunity provided by the distribution company, the advertisement request procedure is performed using the advertisement platform

Referring to FIG. 4, a method for providing a customized advertisement according to an exemplary embodiment of the present invention includes receiving (S 10) advertiser needs information; Receiving advertisement contents produced by the advertiser (S20); Analyzing the advertiser needs information (S30); An advertisement opportunity management step (S40) of inputting advertisement opportunity information provided from a media provider; (S50) of receiving viewer's viewing behavior information on an advertisement already provided from the effect measurement server 220; Analyzing the viewing behavior information (S60); Clustering the analyzed viewing behavior information (S70); Selecting at least one of a candidate audience for each of the targeted advertising content based on at least one of the analyzed advertiser needs, the advertisement opportunity information, and the analyzed and clustered viewing behavior information, and a candidate advertisement opportunity for each of the targeted advertisement contents, A recommendation step (S80) of providing advertisement; Organizing an advertisement targeted by at least one of the candidate viewing opportunities by the targeted advertising content and the candidate advertising opportunities by the targeted advertising content (S90); And executing and dispatching the organized targeted advertisements (SlOO).

Referring to FIG. 5, the customized advertisement providing method according to an embodiment of the present invention may further include the following steps after the step of executing and delivering the organized advertisement.

A step S110 of recognizing a viewer who has touched the transmitted advertisement and analyzing a viewer image of the camera; Detecting a viewing behavior based on the analyzed viewer image (S120); Controlling the interface between the terminal and the camera and the image analysis module (S130); Collecting and storing the detected viewing behavior information (S140); Processing the viewing behavior information to conform to a data format (S150); Analyzing viewing behavior information processed to fit the data format (S160); Managing the analyzed viewing behavior information (S170); And providing the managed viewing behavior information to the advertiser or the advertisement agency (S180).

In addition, all the data generated in the respective steps or externally inputted are managed through the advertisement information management unit, and all the functional units installed in the advertisement providing unit 100 can perform the interworking procedure with reference to the data to be integrally managed .

The same contents as those described above with reference to Figs. 1 to 3 are omitted in order to avoid duplication.

 FIG. 6 shows a flow of a broadcast advertisement service, which is based on a service participant. The advertisement agency 410 can perform advertiser information, advertisement contract management, and advertisement agency service using the smart TV broadcasting advertisement platform included in the advertisement provider 100. The media representative 440 derives and manages advertising subscription and organization, target audience groups, and advertisement opportunities using a smart broadcast advertisement platform. The smart TV broadcast media company 430 sends and controls the advertisement using information organized in the media representative. The viewer 470 may consume advertisements using a smart TV and a personal N-screen terminal.

The advertising platform analyzes the viewing behavior of the viewing furniture, analyzes the viewing patterns of the viewing furniture, estimates the gender / age range of the household members, and targets the advertisement by deducing the preferred genre. The effectiveness measurement server 460 analyzes the effectiveness of the advertisement through the viewing behavior analysis and provides the advertisement effect report to the advertiser / advertisement agency.

100: Ad serving
110:
111: Ad Contract Management Division
112: Advertiser needs analysis unit 112
113:
114: viewing behavior information management unit
120: Ad targeting unit
121: Ad Opportunity Management Department
122: Ad recommendation section
123:
130:
131: Viewing Behavior Analysis Unit
132: Clustering section
140: Metadata manager
200: advertisement effect measurement unit
210: Effect measurement client
211: Viewing Behavior Recognition Unit
211a: Viewing Behavior Detection Unit
211b: camera image analysis unit
211c: User registration and calibration section
212: Effectiveness Measuring Agent
212a: Data generation and transmission unit
212b:
220: Effect measurement server
221: Effect measurement data collection and processing unit
221a: effect measurement data collection unit
221b: effect measurement data processing unit
222: Analysis and management of effect measurement data
222a: effect measurement data analysis unit
222b: effect measurement data management unit

Claims (1)

A system for providing a customized targeted ad serving to an ad targeted to a candidate viewing group per ad content targeted by a candidate viewing opportunity by the targeted ad content,
Analyzing the advertiser's needs, analyzing the viewing behavior information of the viewer who will be exposed to the advertisement,
A candidate viewing opportunity for each of the targeted advertisement contents is recommended based on the analyzed advertiser needs and the advertisement opportunity information, and a candidate viewing group for each of the targeted advertisement contents based on the analyzed advertiser needs and viewing behavior information of the analyzed viewer Recommended ad serving and
And an advertisement effect measuring unit for generating effect measurement data based on the viewing behavior information of the viewer who has contacted the advertisement,
And the advertisement effect measuring unit provides the effect measurement data to the advertisement providing unit.

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