RU105508U1 - SOCIAL ADVERTISING SYSTEM - Google Patents

Abstract

 1. A system for advertising in a social network, comprising hardware and software complex of social server server equipment and user equipment connected by telecommunication means, configured to place advertising information on a social network server, and reproducing advertising information on user equipment, characterized in that -the hardware complex of the social network server equipment is configured to reproduce advertising information for users user equipment during the loading of the user’s social network application, while the social network server contains a web server with a social network site located on it, a database server with information about social network applications, advertising campaigns, advertisers, social network users, impression statistics and clicks on the advertising content and content server advertising information. ! 2. The system according to claim 1, characterized in that it is configured to play advertising information on user equipment in the form of flash clips, videos, still images, audio ads, text ads or banner ads. ! 3. The system according to claim 1, characterized in that it is made with the possibility of reproducing advertising information during the download time of applications lasting up to 20 s. ! 4. The system according to claim 1, characterized in that it is configured to play advertising information with the possibility of external links or internal links to groups, applications or events on the network. ! 5. The system according to claim 1, characterized in that it is made with the possibility

Description

FIELD OF TECHNOLOGY

The utility model relates to advertising on the Internet, to systems for presenting advertising information to users of social networks on the Internet and allows to increase the productivity of the means of distribution of advertising information materials on the Internet and the effectiveness of advertising and informational impact on users of social networks, in particular users of social networks of Vkontakte, Odnoklassniki and in others.

The utility model can be used for presenting in global and local computer, mainly social networks on the Internet, for example, the Vkontakte social network, advertising and informational messages for a user or a group of application users or a participant in social network groups provided during the loading of applications or social network groups in text, audiovisual, multimedia, voice or visual form with the ability to go to the websites of advertisers, producers of goods and services.

The utility model can also be used in applications such as the Internet: Social bookmarking, for example, Delicious, which provides users with lists of bookmarks or popular websites to search for users with common interests; Social catalogs (e.g. social cataloging), for example Academic Search Premier, LexisNexis Academic University, CiteULike, Connotea, oriented to use in the academic field and allowing users to work with databases of quotes from scientific articles; Social libraries, such as discogs.com, IMDb.com, with applications that allow visitors to leave links to their collections, books, audio recordings, with recommendation and rating systems; Social networks of webmasters used to announce useful materials and allowing authors to leave links to their posts, communicate, vote for interesting announcements; Massively Multiplayer Online Games imitating virtual worlds with various scoring systems, levels, competition, winners and losers, for example, the network game World of Warcraft.

BACKGROUND

Advertising systems on the Internet are known by including additional information blocks in the information transmitted to the Internet user, while the information blocks are usually included by the information service provider directly in the information transmitted to the user. These include: placement of advertising information in the body of emails, when the sender uses free mail servers; posting informational messages on the website of the information services provider; placing banners, pop-ups and other information blocks on the site of the information services provider, placing information by the hosting service provider on sites whose owners use the hosting of this provider.

A known system for providing information containing at least one user tool in the form of a personal computer or telephone, connected via a connection unit to a requested information storage device, into which means are implemented on a microprocessor for generating a requested information and advertising information block connected to a requested information storage device information and a connection unit, and having an input for inputting advertising information, as well as a storage device for rivers information, connected to the specified input of the specified means for forming, and the means for forming made with the possibility of changing the sequence of the requested information and / or advertising information and the ability to provide video images of the requested information and / or advertising information and the simultaneous visualization of the requested information and advertising information [1 ].

A known system for a method of demonstrating informational materials, including applying informational materials to an Internet-accessible medium, in the form of a site of a regional interests web-club (billiards-web-club), advertising of goods and services of regional producers or information about regional producers, while the information material is designed for the interests of regional visitors to the web-club or is directly related to professional interactions resources of regional visitors to the web-club, and each web-club is designed for a certain age category of regional visitors, taking into account their gender [2].

A known system for a method of distributing advertising among users of computers connected or temporarily connected to the Internet, in which the advertiser or representative of the advertiser using a computer connected or temporarily connected to the Internet via the Internet, places or creates advertising material on the advertising server, and then this advertising material is stored on the advertising server and transferred from the advertising server via the Internet to the user's computer for display in the Int Internet browser after this computer has loaded into the Internet browser a web page or part of a web page containing instructions to the Internet browser or additional modules of the Internet browser to receive this or undefined advertising material from this advertising server and display the received advertising material in the Internet browser program on this web page or part of the web page, of which the advertising material or part of the advertising material is performed in the form of an interactive survey, on the advertising server e do not store a lot of advertising materials, and the advertising server is a single computer connected to the Internet, which collects advertising materials from advertisers or their representatives, which stores advertising materials, which transmits advertising materials via the Internet, and which collects, stores and processing the results of interactive surveys or an advertising server is a group of computers connected to the Internet, between which collection functions are distributed, stored ia and transmission of advertising materials on the Internet, and the functions of collecting, storing and processing the results of interactive surveys [3].

A known method of advertising by changing the message sent from the first phone to the second phone, comprising the step of receiving the converter message sent by an individual from the first phone. The message contains text (SMS) or multimedia files (MMS). The converter appends the text to be added to the original text of known length, for example, advertising text having a predetermined length. The resulting text obtained by combining the original text and the text to be added is then encoded with the previous message attributes and sent to the phone as text that contains the message to be added and the original text (application WO 03088690). To provide the possibility of adding additional blocks to user data, the format of these data provides for the presence of free space in the generated message for the user receiving this message to accommodate these additional blocks. Thus, on the one hand, the amount of additional information block transmitted is limited, and on the other hand, because of the need to leave free space for additional information, the amount of data transmitted to the user is limited, which reduces the productivity of these tools. In addition, when reproducing the original information, additional information is constantly displayed, which creates psychological stress, that is, discomfort for the user, and reduces the effectiveness of advertising exposure.

A known method of advertising goods and services on the Internet using a priori data, consisting of (a) tracking, for sets of 1 or more advertisements, information about the effectiveness of the advertisement relative to the document, and (b) aggregation, relative to the document, information about the effectiveness sets of advertisements, according to which a priori information is taken into account, the document is a page on the Internet, and further including (c) determining the confidence coefficient of data on the effect vnosti, (d) a combination of general information on the effectiveness of performance information in relation to a particular document (Site on the Internet) and prior information, including performance with respect to social or other groups. [4]

A known method for the delivery of targeted advertising and / or information and a system for implementing the method, designed for targeted, taking into account the expected consumer preferences of advertising subscribers, according to which delivery of advertising and / or information by telecom operators or Internet providers is carried out so that when the subscriber is connected to the operator’s network perform its authentication and open a communication channel with remote databases, at the same time, on the operator’s server, create a command code page with sequential команд commands for requesting advertising content, and after receiving an information package from a subscriber, the call command is saved and processed in the operator’s server, and the command code page is entered at the end of the command sequence for requesting advertising content, then this command code page is sent to the subscriber, and after it is downloaded, it is played on the tool displaying the terminal, the advertising content while viewing which reinitializes the subscriber’s information package containing a command to access the address of the remote resource and send it over the communication channel to remote databases [5].

Software applications with embedded advertisements are known that are configured to detect when a user encounters a particular program element and provide an advertisement as an alternative to executing a command, the application being further configured to facilitate the search for a product or service offered by the sponsor of the advertisement to detect when a command element is selected for execution, while providing an advertisement, then contains a submission the user is further configured to facilitate the search for a product or service offered by the sponsor of the advertisement. The resulting computer-implemented advertising component is configured to facilitate the association of teams with advertisements in a software application, to link advertisements ads associated with several advertisers, with teams in the software application, provide the sponsor with programs of a large application listing advertisements that may be associated with a team in the application, facilitate sponsor compensation for advertising in the application in accordance with many different compensation models, and provide the advertiser with a list of teams associated with the application or many applications, provide the advertiser with objective criteria to assess the attractiveness of advertising for a given team or application, information related to the query terms used in the application to dew of teams [6].

The closest analogue of the claimed utility model (prototype) is a system and method of advertising by placing additional audiovisual information blocks in the information transmitted to the user of the search system via the telecommunication network Internet, according to which each block of audiovisual information sent to the user is added to the data transmitted to the user by telecommunication networks without distortion, and reproduce them simultaneously and together on the terminal (subscriber, user ohm) telecommunication network equipment, while adding a block with audiovisual information to the data transmitted to the user is carried out by attaching or attaching without limitation the size of one or more additional information blocks, and playback is performed repeatedly, periodically with a duration specified by the advertiser for an adjustable period of time, moreover additional information is sent to the user separately from the original, which is not modified until accessible to the user in the form in which it was sent to him from the site containing the requested content [7 (prototype)].

In the prototype system for implementing this method of advertising, containing equipment providing the user with access to a telecommunication network, a database of additional audiovisual information blocks and a hardware-software complex for processing user requests and responses by adding to the data transmitted to the user over the telecommunication network an additional block of audiovisual information, with the possibility of subsequent playback of the latter, without data distortion, software and hardware The th complex of processing requests and responses of the user is configured to add to the mentioned data one or more suppliers of original information, one or more additional blocks of audiovisual information by attaching or attaching without limitation the size of the additional information block of one or more suppliers of additional information, with the possibility of repeated, periodic playing the last one with a given duration for an adjustable interval ka time as a telecommunications network using a local or global computer network, and playback is performed on the terminal (subscriber, user) equipment of the telecommunications network.

The main technical disadvantages of this method and system are their applicability only in search engines such as Google and Yandex.

The above known systems have the following technical disadvantages:

- informational advertising blocks are transmitted to users usually at the time of visiting them of an information resource the owner of which posted this block, or at the time of receiving messages addressed to these users.

- informational advertising blocks are either reproduced constantly simultaneously with the connection of interest to the user, creating obstacles to the perception of the basic information, or require the user to disable them (close the window, stop the program, etc.).

- informational advertising blocks cannot be sent selectively (selectively) to a specific audience of users.

- to expand the audience to which informational advertising blocks can be sent, they must be placed on a large number of physically different informational resources.

TASK AND TECHNICAL RESULT

The useful problem being solved and the technical result, the achievement of which the use of this utility model is aimed at, consists in

- increase the productivity of the means of distribution of advertising and information materials and increase the effectiveness of advertising exposure;

- the possibility of dissemination and perception of advertising information by users of a social network on the Internet without additional time spent on advertising;

- increasing the targeting of advertising,

- ensuring effective timing of the advertising video by enabling the duration of the user's contact with the advertiser is much longer than the timing of the commercial itself.

- lack of advertising clatter - competition of advertisers for premium for premium advertising space.

- increase the positive perception of advertising.

- increasing the ratio of the number of clicks (hits) on the banner to the number of its impressions (CTR).

- increasing the activity of users of the social network on the Internet for any consumer actions.

TERMS AND DEFINITIONS

In the description and formula of the utility model, definitions and terms are used, having the following mainly generally accepted meaning and content:

Social network - a community of spontaneously united on certain or without certain interests of social actors on the Internet that post information about themselves on a network site on the Internet and interact with each other by means of communication provided by the network site on the Internet. Within the framework of this utility model, the term “social network” may include such Internet applications as: social bookmarks; social directories; social libraries; social networks of webmasters, multiplayer network games.

A social network group is a section of a social network site on the Internet created on the initiative of one or more social actors participating in a social network on the Internet to implement one of the communication options between social actors of a social network.

Social network application - software made to expand the functionality of a social network on the Internet by a third-party relatively social network manufacturer using programming languages and technologies, such as ActionScript or other programming languages or programming technologies. In the VKontakte social network, the application is the VKontakte application, in the Odnoklassniki social network, the application is the Game, in other social networks and other Internet networks the application may have a different name.

Preroll advertising - the process of playing an advertising message to a visitor to an advertising site in front of the requested content, for example, advertising before a movie.

An application preloader is a part of the application functionality that displays the application user the process of downloading the application to the user's personal computer for further execution of this application on it. Typically, the process of downloading an application is accompanied by a corresponding visualization in the form of an hourglass, changing the color of a tape or circle, etc.

Flash movie - a file containing a list of frames, the sequential display of which forms an animation.

A social network site is a hardware-software complex that includes software with on-screen images, a database and a front-office part providing information and communication for social actors participating in a social network (using a social network).

Advertiser’s site - software with screen images containing a database and a front-office part, providing the advertiser with interaction with existing and / or potential users of advertising services.

Advertiser brand is a marketing term symbolizing a set of individualizing information about a manufacturing company, products or services.

Content - any informational content of an information resource (for example, a website) Internet, for example, textual information, images, flash clips,

Advertising - information distributed in any way, in any form and using any means, addressed to an indefinite number of persons and aimed at drawing attention to the object of advertising (product / service), creating or maintaining interest in it and its promotion in the market.

Advertising information - a message presented in text, graphic or in-kind transmitted by the advertiser to the target audience by submitting through advertising platforms.

Advertising clatter - (English clatter - interfering stories) - a lot of advertising and informational stories transmitted in short periods of time, each of them competing for the attention of the listener or viewer, and together they reduce the perception of each of them. With regard to outdoor advertising - a large number of billboards in insufficient distance from each other. In relation to advertising on the Internet - a web page that is overloaded (with a large number) with advertising banners, media clips or contextual advertising.

CTR - (eng. Click-through rate) - an indicator of clickability, that is, the ratio of the number of clicks on a banner to the number of its impressions.

CPM - (eng. Cost per thousand - price per thousand) - the cost of a thousand ad impressions.

Video file - a section of text (program code) of a program through which an advertising platform requests, receives and displays a flash movie, and also sends service information to a server.

Swf-video is an abbreviation from English. Shockwave Flash or Small Web Format - a format for compiled flash movies (animations, games and interactive applications).

Target - (eng. Target - target) - target, target, in this context, the target is a social unit (person or group of people) - a user of a social network suitable for certain generalization conditions (for example, by age range, gender, school, university , favorite activities, etc.).

Targeting - (eng. Target - target) - displaying advertising on advertising platforms that meet certain conditions / characteristics of the social unit to which the advertisement or advertising mechanism is addressed, allowing to select from the entire existing audience only that part (target audience) that meets the specified criteria ( targets), and show ads to her.

Scrolling script - a section of text (program code) of a program through which an advertising platform requests, receives and displays advertising information, and also sends service information to a server.

API - (Application Program Interface) - an application programming interface that allows third-party software to interact with specific software with access to its functions or data.

New Wave Media (NWM) - Internet service preroll ads.

Account - (eng. - Account) - the user name in the system, understood as a set of user rights in relation to a multi-user system, formed after its registration in the form of a kind of "account" on the server and implying the existence of a personal login name, password.

Online mode - the state of a social network user account in which a social network site marks a social network user as currently connected to a social network site.

A web server is a hardware-software complex that includes both the computer itself and the software acting as a web server, receiving HTTP requests from clients, usually web browsers, and issuing HTTP responses to them, usually together with an HTML page, image, file, media stream or other data. Web servers are the foundation of the Internet.

Database server is a hardware-software complex that includes a database and is responsible for data integrity and safety, provides input-output operations when a client accesses information, allows servers to be hosted on powerful machines, and for applications that use language components of a database management system (hereinafter -) DBMS, to provide access to them from less powerful client machines through external DBMS interfaces - a combination of general and special purpose software and linguistic tools that provide management of the creation and use of databases.

Content - any informational content of an information resource (for example, a website), for example, text information, images, flash clips.

Internet - (Internet, abbreviated from Interconnected Networks - interconnected networks) - a global telecommunications network of information and computing resources, which is a chaotic combination of autonomous systems that does not guarantee the quality of communication, but ensures the stability and independence of the functioning of the system as a whole from the operability of any or its site.

DISCLOSURE OF A USEFUL MODEL

The solution of the utility model problem and the technical result are achieved by the fact that in a system for advertising in a social network comprising hardware and software complexes of a social network server and user equipment connected by telecommunication means configured to place advertising information on a social network server and reproducing advertising information on user equipment, the hardware-software complex of the social network equipment is configured to playback of advertising information on user equipment during the loading period of a user selected social network application.

Moreover, the social network server contains a web server with a social network site located on it, a database server with information about social network applications, advertising campaigns, advertisers, social network users, statistics of impressions and clicks on advertising content and the content server of advertising information.

The system is configured to:

playback of advertising information on user equipment is carried out in the form of flash clips, videos, still images, audio ads, text ads or banner ads;

playback of advertising information during the application download time period of up to 20 seconds;

playback of advertising information with the possibility of external links or internal links to groups, applications or events on the network;

playback of advertising information with the ability to go to the websites of advertisers of advertisers-manufacturers of goods / services;

generating statistics and reports on the number of times an advertisement was played for a particular day and for the period of the advertising campaign, on the spent and remaining advertising budget, on the distribution of impressions by applications and advertising platforms, on the distribution of impressions by individual targeting parameters, on the ratio of the number of clicks on advertising information to the number its reproduction on a specific application or in the whole advertising company;

placement and playback of advertising information on the targeting parameters received through the application programming interface in the form of data from users of the social network by gender, age, date of birth, country, city, marital status, social status, professional orientation, primary interests;

placing and reproducing advertising information with restrictions on the number of reproducing advertising information to the same user for a certain period of time or the entire advertising campaign, for example, no more than 1 time per day;

placement and playback of advertising information through software, hardware, software or hardware systems with the possibility of introducing scripts into the application for unscrewing advertising information;

placement of advertising information on a social set server in the form of advertising information blocks with identification codes, with the possibility of their extraction by social network applications and subsequent playback of advertising information blocks on user equipment;

placement and playback of advertising information in the form of several sequentially reproduced advertising information blocks;

placement and reproduction of advertising information in the form of several advertising information blocks embedded in each other;

with the ability for the advertiser to select a list of applications and targeting parameters on which or by which he intends to display his advertising information.

BRIEF DESCRIPTION OF THE DRAWINGS

Figure 1 schematically shows the hardware-software complex of a social network 1 connected by communication lines, including a web server 4, designed to host a social network site and containing a database server 3, content server 5, together forming New Wave Media (NWM) 2 - Internet service preroll advertising, applications of social network 8, equipment of users of social network 6 with desktop personal computers (desktop) or equipment of users of social network 7 with portable personal computers (know beeches, laptop).

The figure 2 shows the advertising algorithm in the system according to the utility model, which includes the stages of registration of an advertising company 1, loading of an advertising clip 2, registration of an advertising company 3 and pre-roll of the clip during the loading of application 4.

Figure 3 shows a General view of the screen image of the computer user of the social network at the time of preroll ads during the download application of the social network Vkontakte.

IMPLEMENTATION OF A USEFUL MODEL

The essence of the functioning of the system according to the utility model is that pre-loaded on the Internet service server preroll ads (hereinafter referred to as NWM) advertising information messages (hereinafter referred to as commercials) are assigned targets (signs of the choice of users of a social network by certain parameters) and applications, loading which these reklannye rollers are reproduced.

Commercials are displayed mainly to those users of social network applications who, according to their characteristics, fall under the terms of targeting.

The definition of parameters (properties, characteristics) of users as visitors to a social network site becomes possible due to the presence in the database of the social network of registration and other information that the user entered independently during the registration process in the social network and in the process of using the social network.

The totality of information about the user of the social network, advertising campaign, targeting and applications allows you to accurately determine the block of advertising information (commercial) that you want to play for specific users, which significantly increases the targeting and effectiveness of the action of the advertising message (commercial) on the target audience of the advertising campaign advertiser, that is, to ensure the achievement of the required technical result.

The system according to the utility model functions, and the method according to the utility model is as follows:

A user of a social network on his equipment launches a social network application of his interest.

Special software of a social network application launched by the user (hereinafter referred to as the application) determines the user’s parameters - gender, age, country, city, interests, etc.

After successful determination of user parameters, the application sends a request with user parameters to the server of the Internet service preroll ads (hereinafter referred to as NWM).

When receiving data from the application, the NWM server stores information about the request in its database for the further provision of statistics on the requests of this commercial. Along with saving statistics information, the NWM server, according to the information about the user and the application that this user opens, determines the commercial (s) that must be played on the user's display during the application download and transfers it to the social network application .

After receiving the commercial (or commercials), the application, during its loading, starts playing it (them) on the user's display.

After the advertising content (commercial) has been played to the user, the application sends information about the successfully displayed advertising content to the NWM server, which, in turn, stores this information in a statistical database.

After the playback of advertising content on the user’s display, the user automatically enters the functional area of the application.

Preroll advertising is considered complete provided that the preroll clip is successfully shown to the user of the social network and the statistical information about it is stored in the NWM database.

A characteristic feature and a distinctive feature of the claimed utility model is the provision of the possibility of advertising in the form of preroll ads in the preloader (download period) of applications of the social network Internet, in particular the social network Vkontakte or other social networks, that is, the demonstration of advertising during (during) the download of these applications in the form of predominantly, but not necessarily clickable flash clips, videos or still images with predominant timing of up to 10-20 seconds, the possibility of eshnih links and go to the sites of advertisers (manufacturers of the advertised goods and services) of goods or internal links to the group, application, or advertisers in the social events of the Internet, particularly in the social network Vkontakte.

Applications of the social network VKontakte at the moment are:

- Several thousand diverse applications.

- More than 100 applications with an audience of over 1 million users.

- Several hundred applications with an audience of 200 thousand to 1 million users.

- Tens of millions of active users daily.

- Hundreds of millions of application downloads daily.

Currently, there are two main and rapidly developing trends in the field of Internet advertising, these are social media (mass media) and video advertising.

The proposed system according to a utility model allows you to combine these main trends and get a fundamentally new advertising product, which is a fundamentally new tool for promoting brands using social networks, in particular through the social network Vkontakte.

The inventive utility model provides for the practical possibility of using the Internet in social networks without additional time spent on advertising the currently most popular video advertising format - prerolls (video clips before video content), which are usually watched from 50% to 84% of the audience to the end.

At the same time, according to research by the largest Russian video portal RuTube, many viewers consciously click on the “Go to the advertiser's website” plate that appears in the player when viewing prerolls (up to 84%).

It also proves the possibility of increasing the effectiveness of video advertising in computer social networks by using the claimed utility model and achieving the required technical result.

Significant advantages (the technical result obtained when using the utility model) of the use of the claimed utility model are:

- effective timing of the commercial, because the duration of the user's contact with the brand can be much longer than the timing of the commercial itself. The user can click on the video, go to the advertiser's website, leave information about himself, become a regular customer and continue to interact with the brand indefinitely after that (become a consumer of the manufacturer-advertiser).

- The lack of advertising clatter, unlike TV and other media, where bidding for a premium advertising space usually takes place. In the videos, the advertiser is always alone, and only he receives all the attention of a certain consumer selected by special parameters. There are practically no competitors.

- a positive perception of preroll advertising in the preloader, because the User with great attention and positively perceives video ads in the preloader. A user who consumes the content that interests him is more open to receiving not only the information he needs, but also for advertising messages made in the same format as the content. He initiates and controls everything that is happening, and therefore carefully monitors what is happening on the screen and feels comfortable.

- a high rate of clickability, that is, the ratio of the number of clicks on a banner to the number of impressions (hereinafter referred to as CTR) for all categories of advertised goods and services, which is confirmed by the increased interest and trust of users in the video format. The statistics of advertising campaigns on RuTube in 2009 in particular shows that with video ads CTR does not fall below 5% and, often, reaches 15%. RuTube statistics have shown that when viewing video ads, users consciously make the transition to the advertiser's website. Earlier, some experts expressed the opinion that high CTR of video ads (5-14%) is caused by the novelty of the format. However, the RuTube experience has shown that when viewing video ads, users are often really interested in the advertised goods or services.

- high user activity, since d 60% of users after watching video ads take any consumer actions.

Using the utility model, a lower cost of 1000 impressions (CPM) of preroll videos during application loading is also achieved compared to the cost of regular ad impressions on various networks:

- Rutube.ru - 900 rubles.

- Rambler vision - 600 rubles.

- Poster - 1.500 rub.

- Newsru.com - 2.500 rub.

- Kommersant - 1.500 rubles.

- Vesti.ru - 500 rubles.

- Rian.ru - 1000 rubles.

- Tvigle.ru - 2.000 rub.

- VKontakte (when implementing the claimed utility models) - 250 rubles.

The significantly lower cost of advertising for a utility model is primarily due to the lack of special time spent on advertising, since advertising for a utility model is mainly shown to the preloader - during periods when users wait for applications to download.

The following are possible campaign management tools for using the claimed utility models and the ability to achieve the required technical results when using them.

Each campaign can correspond to one or several commercials, both in the format of video files and in the format of swf-clips with predominant timing of no more than 10-20 seconds.

To target an advertising campaign to a certain part of the audience of a social network, the targeting parameters that can be obtained by the API (application programming interface) can be used, namely:

- gender

- age

- Country city,

- marital status,

- social status,

- vocational guidance,

- primary interests.

The utility model provides for the possibility of restrictions on the number of times a video is shown to the same user during the entire advertising campaign, in particular, if there are no special restrictions by default, the same video can be shown to the same user, for example, no more than 1 time per day.

The utility model also provides the opportunity for the advertiser to manually select the list of sites on which he wants to display his commercials or commercials can scroll during the download of all or only certain applications of the social network.

An advertising campaign can be determined or limited also by the amount of the daily budget spent, and if the campaign is limited by targeting, sites or the number of impressions, users can be provided with a preliminary calculation of the campaign duration, with its specified volume, as well as campaign budget calculation tools based on the required duration and preferred audience social network users.

The utility model provides the opportunity for each campaign to receive an online report, which may, in particular, contain:

- the number of ad impressions for a particular day,

- the number of ad impressions for the entire campaign,

- spent and remaining budget,

- distribution of impressions by sites,

- Distribution of impressions by targeting parameters,

- average campaign CTR,

- CTR campaigns for each site.

Using the utility model allows to increase the relevance and accessibility of information material, simplify the technology of dissemination of information, increase the usability and efficiency of dissemination of information, and also reduces the tearing away of the target audience from advertising messages, provides advertisers with more flexibility in managing content displays as part of advertising campaigns and provides more accurate working targeting mechanisms due to user information available on social networks x.

The equipment of the social network provider, which provides the user with access to a local or global computer network, is understaffed with a software-hardware software or hardware system that allows you to implement pre-roll video unwinding scripts, as well as audio clips or static images in applications.

An information block with advertising video clips, audio clips and / or statistical images is entered into the database (or other information storage) of the social network. Entered blocks are assigned identification codes by which social network applications can retrieve and play these blocks to users of a social network connecting to social network applications.

When passing through a hardware-software (hardware or software) complex for processing user requests and responses that contain the user requested to play (display) the application, the scrolling script determines the user parameters used for targeting and requests content from the content server that can be displayed in the current application for the current user of the social network.

In this case, the parameters of the user of the social network opening the application are sent to the statistics server. If the content server did not pass the content code to the scroll script, the preroll is canceled and the application continues to load without playing content.

After downloading the application, the playback of the content ends and the execution of the application that the user of the social network has discovered for himself begins.

The hardware and software complex of a social network usually includes the equipment of a social network server and the equipment of users of a social network connected by telecommunications.

The hardware-software complex of the social network according to the utility model can function according to the following algorithm as follows:

- choose an application that is suitable for the audience and opportunities for unscrewing,

- the application introduces a preroll-video rollback script that is configured so that one unique user sees the same advertisement a certain number of times a day, for example only once a day, then the volume of roll-out per day will be equal to the number of unique users who logged in application per day.

- the cost of fixed placement is calculated based on the average daily number of unique users of the application for a certain number of days according to statistics provided by the social network.

Advertising in the system according to the utility model is as follows:

The advertiser is registered on the server (leaves information about himself, is moderated.

A registered advertiser uploads an ad to the server with the definition of targets for it.

The manager of the Internet service preroll advertising (NWM), for example, one of the NWM employees, registers the advertiser’s advertising campaign taking into account the advertiser’s targeting requirements (target audience selection).

An advertising video is played to users of social networks in accordance with the rules of the advertising campaign until the expiration of the advertising campaign or until the expiration of the number of user clicks on the advertising video.

Based on the results of the advertising campaign, they compile a statistical report and send it to the advertiser.

As the equipment and its software required to use the utility model, ordinary or special equipment of a social network can be used, providing the user with access to a local or global computer network and performing the functions required for using the system.

INFORMATION SOURCES

1. RU 10929 U1 G09F 15/00, publ. 08/16/1999.

2. RU 2006116999, G09F 19/00, publ. 12/10/2007.

3. RU 2006116999, G09F 19/00, publ. 12/10/2007.

4. RU 2008114783 G09F 19/00 publ. 10/27/2009.

5. RU 2357298 G09F 19/00 G06Q 30/00 publ. 05/27/2009.

6. RU 2008146515 G06Q 30/00 publ. 05/27/2010. PCT Application US 2007/010869 20070504, publ. PCT WO 2007/139659 20071206.

7. RU 2355043, C1, G09F 19/00, G06Q 30/00 Publ. 05/10/2009 (prototype).

Claims (13)

1. A system for advertising in a social network, comprising hardware and software complex of social server server equipment and user equipment connected by telecommunication means, configured to place advertising information on a social network server, and reproducing advertising information on user equipment, characterized in that -the hardware complex of the social network server equipment is configured to reproduce advertising information for users user equipment during the loading of the user’s social network application, while the social network server contains a web server with a social network site located on it, a database server with information about social network applications, advertising campaigns, advertisers, social network users, impression statistics and clicks on the advertising content and content server advertising information. 2. The system according to claim 1, characterized in that it is configured to play advertising information on user equipment in the form of flash clips, videos, still images, audio ads, text ads or banner ads. 3. The system according to claim 1, characterized in that it is made with the possibility of reproducing advertising information during the download time of applications lasting up to 20 s. 4. The system according to claim 1, characterized in that it is configured to play advertising information with the possibility of external links or internal links to groups, applications or events on the network. 5. The system according to claim 1, characterized in that it is configured to reproduce advertising information with the ability to go to the websites of advertisers, advertisers, manufacturers of goods / services. 6. The system according to claim 1, characterized in that it is configured to generate statistics and reports on the number of times an advertisement was played for a particular day and for the period of the advertising campaign, on the spent and remaining advertising budget, on the distribution of impressions by applications and advertising platforms, on the distribution impressions by individual targeting parameters, on the ratio of the number of clicks on advertising information to the number of its playback on a particular application or in the advertising company as a whole. 7. The system according to claim 1, characterized in that it is configured to place and play advertising information on the targeting parameters received via the application programming interface in the form of data from users of a social network by gender, age, date of birth, country, city, marital status, social status, vocational guidance, primary interests. 8. The system according to claim 1, characterized in that it is configured to place and play advertising information with restrictions on the number of plays of advertising information to the same user for a certain period of time or the entire advertising campaign, for example, no more than 1 time per day . 9. The system according to claim 1, characterized in that it is configured for the advertiser to select a list of applications and targeting parameters on which or by which he intends to display his advertising information. 10. The system according to claim 1, characterized in that it is configured to place and play advertising information by means of software, hardware, software or hardware systems with the possibility of incorporating scripts for unwinding advertising information into the application. 11. The system according to claim 1, characterized in that it is configured to place advertising information on a social network server in the form of advertising information blocks with identification codes, with the possibility of their extraction by social network applications and subsequent playback of advertising information blocks on user equipment. 12. The system according to claim 1, characterized in that it is configured to place and play advertising information in the form of several sequentially reproduced advertising information blocks. 13. The system according to claim 1, characterized in that it is configured to place and play advertising information in the form of several advertising information blocks embedded in each other.