CN101127624A - Demonstration method and system for advertisement server, advertisement originality - Google Patents
Demonstration method and system for advertisement server, advertisement originality Download PDFInfo
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Abstract
The utility model relates to an advertisement technology and discloses an advertising creative displaying method. The method comprises the steps of acquiring the advertisement effect information, adjusting the creative displaying strategy based on the acquired advertisement effect and displaying the advertising creative based on the adjusted creative displaying strategy. The utility model also discloses the corresponding advertisement server and the advertising creative displaying system, wherein the advertisement server comprises an advertisement effect information acquisition unit used for acquiring the advertisement effect information, an creative displaying strategy adjusting unit used for adjusting the creative displaying strategy based on the acquired advertisement effect information and a sending unit used for sending the adjusted creative displaying strategy. The embodiment of the utility model can dynamically optimize the advertising creative displaying strategy so as to ensure the advertisement release effect and avoid the problem of wasting resource caused by worse advertisement release effect.
Description
Technical Field
The invention relates to an advertisement technology, in particular to an advertisement server, an advertisement creative display method and an advertisement creative display system.
Background
With the proliferation of the number of network users, online advertising has become very popular. The online advertisement is also called network advertisement or internet advertisement, and mainly refers to advertisement released through the internet, and its carrier is web page, instant communication client program, game client program, online live broadcast software, download software, etc. One specific example of an online advertisement is: advertisers place their advertisements on the ad slots (the locations for displaying the advertisements in the advertisement carriers) of the web sites, and when users log on the web sites, the advertisements are presented to the users, and when users click on the advertisements, the embedded hyperlinks can guide the users to the corresponding product web pages or the web sites of the advertisers, etc.
In order to improve the advertisement display effect and avoid the boring psychology caused by the fact that advertisement audiences contact the same advertisement content for a long time, advertisers often choose to put a plurality of advertisement creatives on the same advertisement position.
In the course of research and practice on the above prior art, it is found that among a plurality of advertisement creatives displayed on the same advertisement space, some advertisement creatives may be more concerned by users, while others may not or less attract the attention of users, and if the above situation is not considered, the advertisement creatives are only displayed randomly or alternately according to a specified probability, which may result in waste of system resources.
Disclosure of Invention
The technical problem to be solved by the embodiment of the invention is to provide an advertisement server, an advertisement creative display method and an advertisement creative display system.
To solve the above technical problem, an embodiment of the present invention provides the following technical solutions:
a method of displaying an advertising creative, comprising:
obtaining advertisement effect information;
adjusting the creative display strategy according to the obtained advertising effect information;
and displaying the advertisement creatives according to the adjusted creatives displaying strategy.
An advertisement server, comprising:
an advertisement effect information obtaining unit for obtaining advertisement effect information;
the creative display strategy adjusting unit is used for adjusting the creative display strategy according to the acquired advertisement effect information;
and the sending unit is used for sending the adjusted creative display strategy.
A display system of advertisement creativity comprises an advertisement server and a user terminal:
the advertisement server is used for acquiring advertisement effect information, adjusting the creative display strategy according to the acquired advertisement effect information and then sending the creative display strategy;
and the user terminal is used for receiving the creative exhibition strategy and exhibiting the advertising creative according to the strategy.
A method of displaying an advertising creative, comprising:
displaying a plurality of advertisement creatives;
monitoring the display of each advertisement creative to obtain advertisement effect information;
and adjusting the display of the advertisement creativity according to the advertisement effect information.
According to the technical scheme, when a plurality of advertisement creatives are displayed on the same advertisement position, the creative display strategy can be adjusted according to the advertisement effect information, so that the display of the advertisement creatives is more effective; in the prior art, advertisement creatives are randomly or alternately displayed according to a specified probability, and even if the effect achieved by some advertisement creatives is poor, the advertisement creatives cannot be improved; in summary, compared with the prior art, the embodiment of the invention can dynamically optimize the display strategy of the advertisement creativity, thereby ensuring the advertisement putting effect and avoiding the problem of resource waste caused by poor advertisement putting effect.
Drawings
FIG. 1 is a flow chart of a first embodiment of a method for presenting advertising creatives of the present invention;
FIG. 2 is a block diagram of an advertisement server according to a first embodiment of the present invention;
FIG. 3 is a block diagram of a second embodiment of a presentation system for advertising creatives in accordance with the present invention;
figure 4 is a block diagram of a third embodiment of a presentation system for advertising creatives in accordance with the present invention.
Detailed Description
The following describes in detail a preferred embodiment of the advertisement server, the advertisement creative presentation method and system provided by the present invention with reference to the accompanying drawings.
The embodiment of the display method of the advertisement originality of the invention is one; the embodiment provides a basic flow of the display method of the advertising creative idea of the present invention, and with reference to fig. 1, the method includes:
and A1, obtaining the advertising effect information.
In the embodiment of the invention, the advertisement effect information comprises the exposure, the click rate, the conversion rate, the display times of the advertisement originality relative to the user and the like.
The exposure, click-through rate and conversion rate of the advertising creative are mainly relative to the overall user. Exposure mainly refers to the number of times an ad creative is displayed. The click rate mainly refers to the ratio of the click rate of the advertisement originality to the exposure; the greater the click through rate of an ad creative, the more the ad creative is focused on by the user, and the better the ad's effectiveness. The conversion rate of the advertisement originality can be represented by the ratio of the conversion amount of the advertisement originality to the exposure, and the greater the conversion rate of the advertisement originality is, the better the effect of the advertisement originality is represented; where a conversion may be understood as a user making a relevant transaction after clicking on an ad creative, before leaving an advertiser's website, or within a predetermined period of time after leaving a website, and may also be understood as a user residing on an advertiser's website for more than a predetermined amount of time, or a user navigating an advertiser's website to a certain depth, etc.
The effectiveness information for an advertising creative may also be the number of times the advertising creative is shown relative to an individual user (hereinafter referred to as the number of times the advertising creative is shown in an ad slot relative to an individual user). In general, after the number of times of displaying the advertisement creative on a single user reaches a certain value, for the user, the advertisement effect generated by displaying the advertisement creative in more ways tends to be reduced, so in the embodiment of the present invention, the number of times of displaying the advertisement creative can be used as the effect information of the advertisement creative.
And A2, adjusting the creative display strategy according to the acquired advertising effect information.
The creative display strategy mainly refers to a strategy for displaying multiple advertisement creatives on the same advertisement space, and mainly comprises two contents: a set of targeted advertising creatives is determined, and a presentation scenario of the advertising creatives in the set of targeted advertising creatives is determined.
In the embodiment of the present invention, the adjusted creative presentation policy may refer to an initial creative presentation policy or an adjusted creative presentation policy. The initial creative presentation policy may be a creative presentation policy determined according to the basic information of the user, such as user gender information, age information, interest and hobby information, address information, and the like, and is relative to the user, or may be a creative presentation policy that directly performs random presentation or alternate presentation on a plurality of advertisement creatives according to a specified initial probability.
When the obtained effect information of the advertisement creative is the click rate or the conversion rate of the advertisement creative, the creative display strategy can be adjusted according to the obtained click rate or the obtained conversion rate and the direction of the display frequency of the advertisement creative with high click rate or high conversion rate.
When the obtained effect information of the advertisement creatives is the display times of the advertisement creatives, the creative display strategy can be adjusted by adopting the following method: and judging whether the display times of the advertisement creatives exceed a preset numerical value, if so, adjusting the creative display strategy corresponding to the user according to the direction of reducing the display frequency of the advertisement creatives.
And A3, displaying the advertisement creatives according to the adjusted creatives display strategy.
In the embodiment of the method for displaying the advertising creative of the present invention, the method may be repeatedly executed according to a preset period (for example, every 2 days or 5 days) to achieve the continuous dynamic adjustment of the display of the advertising creative.
In the embodiment of the invention, when a plurality of advertisement creatives are displayed on the same advertisement position, the creative display strategy can be adjusted according to the advertisement effect information, so that the display of the advertisement creatives is more effective; in the prior art, advertisement creatives are randomly or alternately displayed according to a specified probability, and even if the effect achieved by some advertisement creatives is poor, the advertisement creatives cannot be improved; in summary, compared with the prior art, the embodiment of the invention can dynamically optimize the display strategy of the advertisement creativity, thereby ensuring the advertisement putting effect and avoiding the problem of resource waste caused by poor advertisement putting effect.
In the second embodiment of the method for displaying advertisement creatives, an initial creative display strategy is determined according to the basic information of the user, and then a creative display strategy corresponding to the user is adjusted according to the counted click rate of each advertisement creative, which specifically includes:
b1, the user terminal sends the service request to the application server.
The type of the application server comprises an instant messaging server, a game server and the like.
B2, the application server sends an advertisement request to the advertisement server according to the service request, wherein the advertisement request carries user basic information, such as user gender information, age information, interest and hobby information, and/or address information.
B3, the advertisement server determines the initial creative presentation strategy corresponding to the user according to the user basic information.
When the initial creative exposure strategy is determined, the following two aspects can be included: on one hand, in a preset advertisement creative set, a target advertisement creative set is determined; in another aspect, a presentation scheme for an advertising creative in a set of targeted advertising creatives is determined.
The set of advertising creatives is typically provided to the advertising server by an advertiser, who may also provide characteristic information for each advertising creative to the advertising server. The determining of the targeted advertising creative set may be specifically achieved by: and acquiring a target advertisement creative set matched with the basic information of the user from a preset advertisement creative set according to the characteristic information of each advertisement creative. The scheme for determining the display of the advertising creatives in the target advertising creative set can be specifically that the advertising creatives in the target advertising creative set are directly determined to be randomly displayed or alternately displayed according to a specified probability.
B4, returning an advertisement request response message to the application server, wherein the advertisement request response message carries the network address list of the advertisement creative in the target advertisement creative set and the creative display control information generated according to the display scheme of the determined advertisement creative.
B5, the application server returns a service request response message to the user terminal, wherein the network address list of the advertisement creative and the creative display control information are carried.
B6, the user terminal obtains each advertisement creative according to the network address list, and displays the advertisement creative at the corresponding advertisement position according to the creative display control information.
And B7, acquiring the click rate of each advertisement creative after the display of the advertisement creative reaches the preset time.
The user terminal can monitor the click rate of each advertisement creative, report the monitored click rate to the advertisement server after the preset time is reached, the advertisement server counts the click rate reported by each user terminal, the click rate of the advertisement creative is calculated according to the counting result, and the calculating result is recorded in the database.
B8, the advertisement server adjusts the display scheme of the advertisement creatives according to the click rate of each advertisement creatives and the direction of improving the display frequency of the advertisement creatives with high click rate.
Additionally, the set of targeted advertising creatives can be adjusted as needed, for example, if the click-through rate of an advertising creative in the set is below a predetermined value, the advertising creative can be removed from the set or replaced with an advertising creative in another set of non-targeted advertising creatives.
And B9, the advertisement server provides the creative display control information generated according to the adjusted creative display scheme to the user terminal through the application server.
If the set of targeted advertising creatives is adjusted, the advertising server also provides the adjustment information to the user terminal.
And B10, the user terminal displays the advertisement creative according to the adjusted creative display control information.
And if the user terminal receives the adjustment information of the target advertisement creative set, displaying the advertisement creative in the adjusted target advertisement creative set according to the adjusted creative display control information.
In the third embodiment of the method for displaying an advertisement creative of the present invention, an initial creative display policy is determined according to the basic information of the user, and then a creative display policy corresponding to the user is adjusted according to the display times of the advertisement creative, which specifically includes:
c1, the user terminal sends service request to the application server.
The type of the application server comprises an instant messaging server, a game server and the like.
And C2, the application server sends an advertisement request to the advertisement server according to the service request, wherein the advertisement request carries user basic information, such as user gender information, age information, hobby information, and/or address information.
C3, the advertisement server determines the initial creative exhibition strategy corresponding to the user according to the user basic information.
When the initial creative exposure strategy is determined, the following two aspects can be included: on one hand, in a preset advertisement creative set, a target advertisement creative set is determined; in another aspect, a presentation scheme for an advertising creative in a set of targeted advertising creatives is determined.
The determining of the targeted advertising creative set may be specifically achieved by: and acquiring a target advertisement creative set matched with the basic information of the user from a preset advertisement creative set according to the characteristic information of each advertisement creative. The scheme for determining the display of the advertising creatives in the target advertising creative set can be specifically that the advertising creatives in the target advertising creative set are directly determined to be randomly displayed or alternately displayed according to a specified probability.
C4, returning an advertisement request response message to the application server, wherein the advertisement request response message carries the network address list of the advertisement creative in the target advertisement creative set and the creative display control information generated according to the display scheme of the determined advertisement creative.
C5, the application server returns a service request response message to the user terminal, wherein the network address list of the advertisement creative and the creative display control information are carried.
C6, the user terminal obtains each advertisement creative according to the network address list, and displays the advertisement creative at the corresponding advertisement position according to the creative display control information.
And C7, obtaining the display times of each advertisement creative relative to the user after the display of the advertisement creative reaches the preset time.
The user terminal can monitor the display times of each advertisement creative relative to the user, report the monitored display times to the advertisement server after the preset time is reached, the advertisement server counts the display times reported by each user terminal, calculates the click rate of the advertisement creative according to the statistical result, and records the calculated result to the database.
The advertisement server sends a query request to the application server; the application server returns a query request response message comprising the display times of each advertisement creative to the advertisement server; the number of times of showing each advertisement creative idea may be recorded on the application server or recorded on the user terminal.
And C8, adjusting the display scheme of the advertisement creatives according to the display times of the advertisement creatives.
The following method can be adopted when adjusting the creative display strategy: and judging whether the display times of the advertisement creatives exceed a preset numerical value, if so, adjusting the creative display strategy corresponding to the user according to the direction of reducing the display frequency of the advertisement creatives.
And C9, the advertisement server provides the creative display control information generated according to the adjusted creative display scheme to the user terminal through the application server.
And C10, the user terminal displays the advertisement creative according to the adjusted creative display control information.
In the fourth embodiment of the method for displaying advertisement creatives of the present invention, the initial creative display strategy is to randomly display advertisement creatives in the target advertisement creative set directly according to the same probability, and specifically includes:
d1, the user terminal sends the service request to the application server.
D2, the application server sends an advertisement request to the advertisement server according to the service request.
D3, the advertisement server determines the target advertisement creative set in the preset advertisement creative set, and directly determines that the display scheme of the advertisement creative in the set is to be displayed randomly or in turn according to the designated probability.
The set of targeted advertising creatives can be specifically determined based on advertiser specified information.
D4, returning an advertisement request response message to the application server, wherein the advertisement request response message carries the network address list of the advertisement creative in the target advertisement creative set and the creative display control information generated according to the display scheme of the determined advertisement creative.
D5, the application server returns a service request response message to the user terminal, wherein the service request response message carries the network address list of the advertisement creative and the creative display control information.
D6, the user terminal obtains each advertisement creative according to the network address list, and displays the advertisement creative at the corresponding advertisement space according to the creative display control information.
D7, obtaining the click rate of each advertisement creative after the display of the advertisement creative reaches the preset time.
The user terminals can monitor the click rate of the advertisement creatives, report the monitored click rate to the advertisement server after the preset time is reached, the advertisement server counts the click rate reported by each user terminal, the click rate of the advertisement creatives is calculated according to the counting result, and the calculating result is recorded in the database.
D8, according to the click rate of each advertisement creative, adjusting the display scheme of the advertisement creative according to the direction of improving the display frequency of the advertisement creative with high click rate.
Additionally, the set of targeted advertising creatives can be adjusted as needed, for example, if the click-through rate of an advertising creative in the set is below a predetermined value, the advertising creative can be removed from the set or replaced with an advertising creative in another set of non-targeted advertising creatives.
D9, the advertisement server provides the creative display control information generated according to the adjusted creative display scheme to the user terminal through the application server.
If the set of targeted advertising creatives is adjusted, the advertising server also provides the adjustment information to the user terminal.
D10, the user terminal displays the advertisement creative according to the adjusted creative display control information.
And if the user terminal receives the adjustment information of the target advertisement creative set, displaying the advertisement creative in the adjusted target advertisement creative set according to the adjusted creative display control information.
A fifth embodiment of the display method of ad creatives of the present invention is similar to the fourth embodiment, and the difference is that in the present embodiment, the display scheme of ad creatives is adjusted according to the display times of each ad creative, specifically, D7 and D8 are modified as follows:
d7', obtaining the display times of each advertisement creative after the display of the advertisement creative reaches the preset time.
The advertisement server sends a query request to the application server; the application server returns a query request response message comprising the display times of each advertisement creative to the advertisement server; the number of times of showing each advertisement creative idea may be recorded on the application server or recorded on the user terminal.
D8', according to the display times of each advertisement creative, adjusting the display scheme of the advertisement creative.
The following method can be adopted when adjusting the creative display strategy: and judging whether the display times of the advertisement creatives exceed a preset numerical value, if so, adjusting the creative display strategy corresponding to the user according to the direction of reducing the display frequency of the advertisement creatives.
In more embodiments of the method for displaying the advertisement creatives, click rate of the advertisement creatives, basic information of users and display times of the advertisement creatives can be comprehensively considered according to actual needs, and the display scheme of the advertisement creatives can be adjusted.
Referring to fig. 2, the first embodiment of the advertisement server of the present invention includes an advertisement effect information obtaining unit 210, an creative exhibition policy adjusting unit 220, and a sending unit 230:
an advertisement effect information obtaining unit 210 for obtaining advertisement effect information;
a creative display policy adjustment unit 220, configured to adjust a creative display policy according to the obtained advertisement effect information;
a sending unit 230, configured to send the adjusted creative display policy.
In further embodiments of the advertisement server of the present invention, the obtaining of the advertisement effect information may specifically be: acquiring the click rate or the conversion rate of each of a plurality of advertisement creatives; the adjusting of the creative display strategy according to the obtained advertisement effect information may specifically be: and adjusting the creative display strategy according to the click rate or the conversion rate of the obtained advertisement creative and the direction of improving the display frequency of the advertisement creative with high click rate or conversion rate.
In further embodiments of the advertisement server of the present invention, the obtaining of the advertisement effect information may further include: acquiring the display times of a plurality of advertisement creatives relative to a user; the adjusting of the creative presentation policy according to the obtained advertisement effect information may further be: if the display times of the advertisement creatives exceed a preset numerical value, adjusting the creative display strategy corresponding to the user according to the direction of reducing the display frequency of the advertisement creatives.
The first embodiment of the display system of the advertisement originality comprises an advertisement server and a user terminal:
the advertisement server is used for acquiring advertisement effect information, adjusting the creative display strategy according to the acquired advertisement effect information and then sending the creative display strategy;
and the user terminal is used for receiving the creative exhibition strategy and exhibiting the advertising creative according to the strategy.
The second embodiment of the system for displaying advertisement creatives of the present invention, referring to fig. 3, includes an advertisement server 310, an application server 320, and a user terminal 330:
an advertisement server 310, configured to obtain advertisement effect information, adjust a creative display policy according to the obtained advertisement effect information, and send the creative display policy to a user terminal 330 through an application server 320;
and the user terminal 330 is configured to receive the creative display policy and display an advertising creative according to the policy.
The type of the application server comprises an instant messaging server, a game server and the like.
The third embodiment of the system for showing advertising creatives of the present invention, referring to fig. 4, includes an advertising server 410 and a user terminal 420;
the advertisement server 410 includes an advertisement creative storage unit 411, an advertisement effectiveness information monitoring unit 412, an advertisement effectiveness information storage unit 413, an advertisement effectiveness information acquisition unit 414, a creative presentation policy adjustment unit 415, and a transmission unit 416:
an advertising creative storage unit 411 for storing an advertising creative file provided by an advertiser and providing the advertising creative file to the user terminal 420.
An advertisement effectiveness information monitoring unit 412 for monitoring effectiveness information of the advertisement and storing the effectiveness information in the advertisement effectiveness information storage unit 413.
An advertisement effectiveness information acquiring unit 414 for acquiring effectiveness information of the advertisement from the advertisement effectiveness information storage unit 413.
A creative display adjustment unit 415, configured to adjust a creative display policy according to the advertisement effect information and output the adjusted creative display policy, where the creative display policy includes a scheme for displaying an advertisement creative; the adjustment information may also be included if the set of targeted advertising creatives is adjusted.
A sending unit 416, configured to send the creative presentation policy output by the creative presentation adjusting unit 415.
The user terminal 420 is configured to receive a creative display policy and display an advertising creative according to the policy.
If the creative display strategy further includes adjustment information for adjusting the target advertisement creative set, for example, when there is a new advertisement creative, the new advertisement creative file is obtained from the advertisement creative storage unit 411, and the advertisement creative in the target advertisement creative set is displayed according to the creative display scheme.
In further embodiments of the display system of advertisement creatives of the present invention, the obtaining of the advertisement effect information may specifically be: acquiring the click rate or the conversion rate of each of a plurality of advertisement creatives; the adjusting of the creative display strategy according to the obtained advertisement effect information may specifically be: and adjusting the creative display strategy according to the click rate or the conversion rate of the obtained advertisement creative and the direction of improving the display frequency of the advertisement creative with high click rate or conversion rate.
In further embodiments of the display system of advertisement creatives of the present invention, the obtaining of the advertisement effect information may further include: acquiring the display times of a plurality of advertisement creatives relative to a user; the adjusting of the creative presentation policy according to the obtained advertisement effect information may further be: if the display times of the advertisement creatives exceed a preset numerical value, adjusting the creative display strategy corresponding to the user according to the direction of reducing the display frequency of the advertisement creatives.
In the embodiment of the invention, when a plurality of advertisement creatives are displayed on the same advertisement position, the creative display strategy can be adjusted according to the advertisement effect information, so that the display of the advertisement creatives is more effective; in the prior art, advertisement creatives are randomly or alternately displayed according to a specified probability, and even if the effect achieved by some advertisement creatives is poor, the advertisement creatives cannot be improved; in summary, compared with the prior art, the embodiment of the invention can dynamically optimize the display strategy of the advertisement creativity, thereby ensuring the advertisement putting effect and avoiding the problem of resource waste caused by poor advertisement putting effect.
The advertisement server, the advertisement creative display method and the advertisement creative display system provided by the embodiment of the invention are described in detail, a specific example is applied in the text to explain the principle and the implementation of the invention, and the description of the embodiment is only used for helping to understand the method and the idea of the invention; meanwhile, for a person skilled in the art, according to the idea of the present invention, there may be variations in the specific embodiments and the application scope, and in summary, the content of the present specification should not be construed as a limitation to the present invention.
Claims (16)
1. A method for displaying an advertising creative is characterized by comprising the following steps:
obtaining advertisement effect information;
adjusting the creative display strategy according to the obtained advertising effect information;
and displaying the advertisement creatives according to the adjusted creatives displaying strategy.
2. The method for presenting an advertising creative of claim 1, wherein the adjusting of the creative presentation policy according to the obtained advertising effectiveness information specifically comprises: and adjusting the initial creative display strategy according to the acquired advertising effect information.
3. The method of claim 2, wherein the initial creative presentation policy is determined based on user base information.
4. The method of claim 3, wherein the types of the user basic information specifically include: user gender information, user age information, user hobby information, and/or user address information.
5. The method of claim 2, wherein the initial creative presentation strategy is specifically: and randomly displaying or alternately displaying the plurality of advertisement creatives according to the specified initial probability.
6. The method of claim 1, wherein the method is repeated at a predetermined period.
7. The method for presenting an advertising creative of any one of claims 1-6, wherein the obtaining of the advertising effectiveness information specifically comprises: respective click rates or conversion rates of the plurality of ad creatives are obtained.
8. The method for presenting an advertising creative of claim 7, wherein the adjusting of the creative presentation policy according to the obtained advertising effectiveness information is specifically: and adjusting the creative display strategy according to the click rate or the conversion rate of the obtained advertisement creative and the direction of improving the display frequency of the advertisement creative with high click rate or conversion rate.
9. The method for presenting an advertising creative of any one of claims 1-6, wherein the obtaining of the advertising effectiveness information specifically comprises: the number of impressions of the plurality of advertising creatives relative to the user is obtained.
10. The method for presenting an advertising creative of claim 9, wherein the adjusting of the creative presentation policy according to the obtained advertising effectiveness information is specifically: if the display times of the advertisement creatives exceed a preset numerical value, adjusting the creative display strategy corresponding to the user according to the direction of reducing the display frequency of the advertisement creatives.
11. An advertisement server, comprising:
an advertisement effect information obtaining unit for obtaining advertisement effect information;
the creative display strategy adjusting unit is used for adjusting the creative display strategy according to the acquired advertisement effect information;
and the sending unit is used for sending the adjusted creative display strategy.
12. The advertisement server of claim 11, wherein:
the acquiring of the advertisement effect information specifically includes: acquiring the click rate or the conversion rate of each of a plurality of advertisement creatives; the adjusting of the creative display strategy according to the obtained advertising effect information specifically comprises: adjusting the creative display strategy according to the click rate or the conversion rate of the obtained advertisement creative and the direction of improving the display frequency of the advertisement creative with high click rate or conversion rate;
or,
the acquiring of the advertisement effect information specifically includes: acquiring the display times of a plurality of advertisement creatives relative to a user; the adjusting of the creative display strategy according to the obtained advertising effect information specifically comprises: if the display times of the advertisement creatives exceed a preset numerical value, adjusting the creative display strategy corresponding to the user according to the direction of reducing the display frequency of the advertisement creatives.
13. A display system of advertisement creativity is characterized by comprising an advertisement server and a user terminal:
the advertisement server is used for acquiring advertisement effect information, adjusting the creative display strategy according to the acquired advertisement effect information and then sending the creative display strategy;
and the user terminal is used for receiving the creative exhibition strategy and exhibiting the advertising creative according to the strategy.
14. The system for presenting an advertising creative of claim 13,
the acquiring of the advertisement effect information specifically includes: acquiring the click rate or the conversion rate of each of a plurality of advertisement creatives; the adjusting of the creative display strategy according to the obtained advertising effect information specifically comprises: adjusting the creative display strategy according to the click rate or the conversion rate of the obtained advertisement creative and the direction of improving the display frequency of the advertisement creative with high click rate or conversion rate;
or,
the acquiring of the advertisement effect information specifically includes: acquiring the display times of a plurality of advertisement creatives relative to a user; the adjusting of the creative display strategy according to the obtained advertising effect information specifically comprises: if the display times of the advertisement creatives exceed a preset numerical value, adjusting the creative display strategy corresponding to the user according to the direction of reducing the display frequency of the advertisement creatives.
15. A method for displaying an advertising creative is characterized by comprising the following steps:
displaying a plurality of advertisement creatives;
monitoring the display of each advertisement creative to obtain advertisement effect information;
and adjusting the display of the advertisement creativity according to the advertisement effect information.
16. The method of claim 15, wherein the obtaining of ad performance information further comprises: and recording the advertising effect information into a database.
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN200710151712.3A CN101127624B (en) | 2007-09-27 | Advertisement Server, the methods of exhibiting of advertising creative and system |
Applications Claiming Priority (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN200710151712.3A CN101127624B (en) | 2007-09-27 | Advertisement Server, the methods of exhibiting of advertising creative and system |
Publications (2)
| Publication Number | Publication Date |
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| CN101127624A true CN101127624A (en) | 2008-02-20 |
| CN101127624B CN101127624B (en) | 2016-12-14 |
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| CN104346748A (en) * | 2014-11-25 | 2015-02-11 | 新浪网技术(中国)有限公司 | Information presenting method and device |
| CN104361504A (en) * | 2014-10-24 | 2015-02-18 | 上海通路快建网络服务外包有限公司 | Intelligent delivery system of advertising spaces |
| CN104574124A (en) * | 2013-10-10 | 2015-04-29 | 深圳市腾讯计算机系统有限公司 | Method and device for determining exhibition effect of advertisement data |
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