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WO2012108708A2 - Système de publicité de zone locale et procédé pour calculer un coût publicitaire de zone locale - Google Patents

Système de publicité de zone locale et procédé pour calculer un coût publicitaire de zone locale Download PDF

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Publication number
WO2012108708A2
WO2012108708A2 PCT/KR2012/000982 KR2012000982W WO2012108708A2 WO 2012108708 A2 WO2012108708 A2 WO 2012108708A2 KR 2012000982 W KR2012000982 W KR 2012000982W WO 2012108708 A2 WO2012108708 A2 WO 2012108708A2
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WO
WIPO (PCT)
Prior art keywords
advertisement
area
information
local
advertisements
Prior art date
Application number
PCT/KR2012/000982
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English (en)
Korean (ko)
Other versions
WO2012108708A3 (fr
Inventor
문장원
Original Assignee
(주)아토미디어
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by (주)아토미디어 filed Critical (주)아토미디어
Publication of WO2012108708A2 publication Critical patent/WO2012108708A2/fr
Publication of WO2012108708A3 publication Critical patent/WO2012108708A3/fr

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • Embodiments of the present invention relate to local advertising, and more particularly, to a method of calculating a price of local advertising.
  • Ad service based on a specific region is currently attempted. For example, many portal sites provide advertisement information that matches a region corresponding to a user's IP address for a specific keyword. And since it does not provide a realistic method in the pricing of the advertisement has not been actively used by users yet.
  • the present invention proposes a method for calculating a local advertisement price and a local advertisement system that can be reasonably accepted by a plurality of advertisers.
  • the present invention proposes a method for calculating a local advertisement price suitable for a local advertisement system in which an advertiser can freely set an advertisement region.
  • the present invention proposes a method for calculating a local advertisement price in which the advertisement price can be adjusted according to the degree of contention of the advertisement.
  • the step of receiving advertising information including information on the set advertising area (a); (B) receiving advertisement sequence number information; Calculating an overlapping area between the advertisement area of the competing advertisements which are subordinate to the designated order and the set advertisement area; And calculating an advertisement price based on an area of the set advertisement area, the content of competing advertisements that are subordinated ranks, and an area where the set advertisement area overlaps.
  • the overlapping area is an area obtained by adding up areas of overlapping contentions with each of the subordinated contents.
  • the step (d) is calculated by adding the weighted value to the additional advertising price corresponding to the overlapping area to the basic advertising price corresponding to the area of the set area.
  • the set advertisement area is set by receiving a center position and radius information from the center position from an advertiser.
  • the set advertisement area is set by receiving horizontal length and vertical length information based on the center position and the center position.
  • the advertisement information may further include keyword information.
  • the present invention also provides a recording medium in which a program for executing the methods is tangibly recorded and in which a program readable by a digital data processing apparatus is recorded.
  • an advertiser's local advertisement is registered and the advertisement price is based on the advertisement sequence information, the area overlapping with the advertisement region of the competing advertisements which are subordinate to the sequence, and the set advertisement region.
  • a local advertisement providing system including an advertisement providing unit for providing local advertisement information registered in the advertisement registration unit on the basis of a calculated advertisement register unit and local information from the user.
  • receiving advertisement request information including local information from a user extracting registered local advertisements corresponding to the local information, and sorting the extracted local advertisements in order of advertisement cost per unit area.
  • a method of providing a local advertisement includes transmitting a document to the user.
  • the advertiser can freely set the advertising area, it is possible to calculate a reasonable price in the local advertising system, there is an advantage that the advertising price can be reasonably adjusted according to the degree of competition of the advertisement.
  • a local advertiser can advertise online at a reasonable price suitable for him, thereby attracting local businesses to online advertising, thereby promoting further growth of the online advertising industry. can do.
  • the user can also be provided with a variety of advertisements required in the desired area has the advantage that can be more efficiently utilized advanced portable devices such as smart phones.
  • information providers can also attract and activate local businesses as online advertising customers, thereby promoting further growth.
  • FIG. 1 is a view showing the configuration of an advertising system according to an embodiment of the present invention.
  • FIG. 2 is a flowchart illustrating an advertisement price calculation process of an advertisement registration server according to an embodiment of the present invention.
  • FIG. 3 is a diagram illustrating an example in which an advertiser sets an advertisement area range according to an embodiment of the present invention.
  • FIG. 4 is a diagram illustrating an example in which an advertiser sets an advertisement area range according to another exemplary embodiment of the present invention.
  • FIG. 5 is a diagram illustrating an example of contention advertisement information provided from an advertisement registration server according to an embodiment of the present invention.
  • FIG. 6 illustrates an example of advertising areas of ads competing with each other in a certain area.
  • FIG. 1 is a view showing the configuration of an advertising system according to an embodiment of the present invention.
  • an advertisement system includes an advertisement registration server 100, an advertisement providing server 102, and a user terminal 104.
  • the user terminal 104 is a terminal capable of communicating with the advertisement registration server 100 and the advertisement providing server 102 through a network, and may include any kind of device capable of installing and executing an application and communicating with the network. .
  • various types of devices such as a PC, a notebook, a smart phone, a smart TV, a set top box, and a PMP may be included in the user terminal 104.
  • the user terminal 104 receives advertisement information through communication with the advertisement providing server 102, and provides the region information when the advertisement information is requested to the advertisement providing server 102 in order to receive an advertisement for a specific region.
  • the user terminal 104 may request the advertisement while providing the advertisement location server 102 by setting current location information as local information.
  • the user terminal 104 When the user terminal 104 is provided with a location measurement module such as a GPS module, the user terminal 104 sets the location information measured by the location measurement module as local information and provides the advertisement providing server 102 when an advertisement is requested. can do.
  • a location measurement module such as a GPS module
  • the advertisement providing server 102 uses the IP address of the user terminal 104 to obtain current location information of the user terminal 104. You might recognize it.
  • the user terminal 104 may provide the advertisement providing server by setting the region designated by the user as region information regardless of the current location of the user.
  • the advertisement providing server 102 provides advertisement information corresponding to the requested region in response to a request of the user terminal 104.
  • the advertisement providing server 102 provides a web document including the advertisement information.
  • the advertisement providing server 102 provides an advertisement list in which a region requested by the user is set as an advertisement region, and the user can select a specific advertisement from the advertisement list to view detailed advertisements. Documentation may be provided. At this time, the ranking of the advertisement list may be sorted by a predetermined sorting criterion.
  • a user may request an advertisement by specifying a specific keyword, or may request an advertisement without specifying a keyword.
  • the ad request is not necessarily explicit and a web document containing an ad list may be provided in response to an action other than the ad request.
  • a web document containing the keyword and an ad list corresponding to the requested region is provided. If the keyword is not specified, the web contains an ad list corresponding to the requested region. Documentation is provided.
  • the advertisement registration server 100 is a server that performs advertisement registration of an advertiser.
  • the advertiser may register his or her own advertisement by accessing the advertisement registration server 100 using the advertiser's terminal (not shown), and of course, may register the advertisement through another procedure.
  • the advertisement registration server 100 receives advertisement target information and advertisement region information from the advertiser, and when the advertiser requests a specific sequence number for advertisement exposure, calculates an advertisement price corresponding to the requested sequence number and provides the advertisement price to the advertiser. According to the present invention, the advertisement registration server 100 calculates an advertisement price corresponding to the order desired by the advertiser when the other advertisements are competing in the advertisement area set by the advertiser and provides the advertiser an advertisement price corresponding to the order desired by the advertiser. Check in advance.
  • the order means the exposure order of the advertisement list in the web document provided to the user terminal.
  • the advertisement providing server 102 extracts an advertisement list corresponding to a user's request from among advertisement data stored in the advertisement registration server 100 and provides the same to the user terminal 104.
  • FIG. 2 is a flowchart illustrating an advertisement price calculation process of an advertisement registration server according to an exemplary embodiment of the present invention.
  • an advertisement registration server receives advertisement region information from an advertiser (step 200).
  • the advertisement registration server provides the advertiser terminal with a web document including an interface that allows the advertiser to select a central location and a desired regional range from the selected central location, thereby allowing the advertiser to select the regional range of the advertisement. Make a choice.
  • FIG. 3 is a diagram illustrating an example in which an advertiser sets an advertisement area range according to an embodiment of the present invention.
  • an advertiser may select a center position on a map and set a radius r to set a circle area having a radius r from the center position as an advertisement region.
  • FIG. 4 is a diagram illustrating an example in which an advertiser sets an advertisement area range according to another embodiment of the present invention.
  • an advertiser selects a center location on a map and sets a width W and a height H extending from the center location to advertise a rectangular area having a width W and a height H from the center location. Can be set to region.
  • the administrative area for example, the east of the central location
  • the central location may be set as the advertisement area.
  • various area setting methods may be applied in which the area may be calculated based on a predetermined center position.
  • the area range may be set by applying various shapes such as hexagons. It will be apparent to those skilled in the art that this is possible.
  • the advertiser selects a central location and sets a region having a specific range therefrom as an advertisement region, thereby allowing the advertiser to freely set the desired region as the advertisement region.
  • the advertisement registration server After receiving the advertisement region from the advertiser, the advertisement registration server receives advertisement period information from the advertiser (step 202).
  • the advertisement registration server When the advertisement region and the advertisement period are set, the advertisement registration server provides contention advertisement information competing with the advertisement region and the advertisement period designated by the advertiser (step 204).
  • the contention advertisement information includes sequence information of each contention advertisement.
  • FIG. 5 is a diagram illustrating an example of contention advertisement information provided from an advertisement registration server according to an embodiment of the present invention.
  • contention advertisement information includes types of contention advertisements, sequence numbers of contention advertisements, and advertisement period information of each contention advertisement.
  • the advertiser may refer to the contention advertisement information of the advertisement registration server in order of selection.
  • the letters A through E are displayed, and the letters indicated by the letters A and E indicate the advertisement period, and the letters A through E denote the letters in order to identify the area of each advertisement in FIG. 6 displaying the advertisement list of FIG. 5. to be.
  • FIG. 6 is a diagram illustrating an example of advertisement regions of advertisements competing with each other in a region.
  • FIG. 6 shows the contention advertisement shown in FIG. 5 as a region
  • the alphabet shown in FIG. 5 corresponds to the alphabet displayed for each region in FIG. 6, and the dotted line portion G corresponds to the advertisement region that the advertiser intends to newly set. .
  • an advertisement price is calculated based on an area of an area where competing advertisements overlap.
  • the advertiser checks the competing advertisement information and then selects the sequence number for his / her advertisement, and the advertisement registration server receives the advertiser's sequence number selection information (step 206).
  • the advertisement registration server calculates an advertisement price for the region set by the advertiser based on the order selected by the advertiser (step 208).
  • the advertisement price is the area of the area set by the advertiser, the number of contention advertisements that are inferior to the order number designated by the advertiser, and the contention advertisements that are set by the advertiser and the advertisers inferior to the order number designated by the advertiser. It is calculated based on the overlap area of the area.
  • variables are defined as follows:
  • Rn the advertising area area of the ad with the nth order
  • Pn which is an advertisement price of an advertisement having an nth order in a state where a variable is specified, may be calculated as in Equation 1 below.
  • m is greater than n and corresponds to the number of contention advertisements that are ranked after the n th order. For example, if the advertiser-specified sequence number is 3 and there are three subordinate contention advertisements after the sequence number, m is set to 3.
  • the advertisement price for the region set by the advertiser corresponds to the advertisement price corresponding to the area where the subordinate ad and the region set by the user overlap the basic advertisement price P (Rn) determined according to the width of the set region. It is determined by adding a value to which a predetermined weight is applied (q * P (I (n, n + 1) + I (n, n + 2) +... + I (n, n + m))).
  • the advertisement price is determined according to the area set by the advertiser, but if there is a competing advertisement, a cost corresponding to the area overlapping with the competing advertisements is added. When there are a plurality of advertisements, additional costs increase based on the number.
  • the area overlapping with the advertisement of each subordinate is calculated, and the two overlapped areas are summed and the advertising cost corresponding to the sum is calculated. do.
  • the value obtained by applying the weight to the calculated advertising cost plus the basic advertisement price corresponding to the area of the region set by the advertiser is calculated as the advertisement price corresponding to the order specified by the advertiser.
  • the advertiser may register an advertisement so that the advertisement is exposed in a desired order based on the calculated advertisement price, and when a new advertisement is registered, the database provided in the advertisement registration server is updated.
  • the advertisement price calculated as in Equation 1 is proportional to the period.
  • the advertisement price corresponding to the advertisement period may be calculated by multiplying the value corresponding to the period by Equation 1.
  • a local advertisement price may be calculated by the same method as described with reference to FIG. 2 for the keyword 'restaurant'.
  • FIG. 6 is a flowchart illustrating a flow of a method for providing a local advertisement according to an embodiment of the present invention, which is a flowchart illustrating an operation performed in the advertisement providing server. .
  • the advertisement providing server receives advertisement request information from a user terminal (step 600).
  • the advertisement request information includes local information.
  • the area information may be information of a region where the user terminal is located or may be location information designated by the user regardless of the current location of the user terminal.
  • the advertisement providing server Upon receiving the advertisement request information from the user terminal, the advertisement providing server extracts an advertisement list in which the region corresponding to the region information is set as the advertisement region (step 602).
  • the advertisement providing server sorts the advertisements for which the region corresponding to the region information is set as the advertisement region based on the advertisement cost per unit area for the region (step 604).
  • the advertisement providing server transmits a web document including advertisement information arranged based on the advertisement cost per unit area to the user terminal (step 606).

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Abstract

L'invention concerne un système publicitaire de zone locale et un procédé pour calculer un coût publicitaire de zone locale. Le procédé de l'invention pour calculer un coût publicitaire comprend les stades suivants: (a) recevoir des informations publicitaires comprenant les informations sur une zone publicitaire établie; (b) recevoir les informations sur l'ordre de la publicité; (c) calculer une zone dans laquelle se chevauchent la zone publicitaire d'une publicité concurrente qui a une priorité moindre que celle de la publicité reçue au stade (b) et la zone publicitaire établie; et (d) calculer un coût publicitaire sur la base de la zone de la zone publicitaire établie et basé sur la zone dans laquelle la zone publicitaire de la publicité concurrente et la zone publicitaire établie se chevauchent. Le procédé de l'invention est avantageux en ce qu'il permet de calculer un coût publicitaire raisonnable dans un système publicitaire de zone locale qui permet à un annonceur de déterminer librement une zone publicitaire, et il est aussi possible d'ajuster un coût publicitaire en fonction de la priorité de la publicité.
PCT/KR2012/000982 2011-02-10 2012-02-09 Système de publicité de zone locale et procédé pour calculer un coût publicitaire de zone locale WO2012108708A2 (fr)

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
KR1020110012092A KR101251782B1 (ko) 2011-02-10 2011-02-10 지역 광고 시스템 및 지역 광고 가격 산출 방법
KR10-2011-0012092 2011-02-10

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WO2012108708A2 true WO2012108708A2 (fr) 2012-08-16
WO2012108708A3 WO2012108708A3 (fr) 2012-11-01

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