WO2012148305A1 - Procédé d'acheminement de publicité ciblée et système de mise en œuvre - Google Patents

Procédé d'acheminement de publicité ciblée et système de mise en œuvre Download PDF

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Publication number
WO2012148305A1
WO2012148305A1 PCT/RU2011/000937 RU2011000937W WO2012148305A1 WO 2012148305 A1 WO2012148305 A1 WO 2012148305A1 RU 2011000937 W RU2011000937 W RU 2011000937W WO 2012148305 A1 WO2012148305 A1 WO 2012148305A1
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WO
WIPO (PCT)
Prior art keywords
subscriber
advertising
database
information
playback
Prior art date
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Ceased
Application number
PCT/RU2011/000937
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English (en)
Russian (ru)
Inventor
Дмитрий Максимович ПОНОМАРЕВ
Владимир Владимирович КРЫЛОВ
Екатерина Васильевна БРИТВИНА
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OBSHCHESTVO S OGRANICHENNOJ OTVETSTVENNOSTYU "MERALABS"
Original Assignee
OBSHCHESTVO S OGRANICHENNOJ OTVETSTVENNOSTYU "MERALABS"
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Publication of WO2012148305A1 publication Critical patent/WO2012148305A1/fr
Anticipated expiration legal-status Critical
Ceased legal-status Critical Current

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Classifications

    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H20/00—Arrangements for broadcast or for distribution combined with broadcast
    • H04H20/10—Arrangements for replacing or switching information during the broadcast or the distribution
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H60/00—Arrangements for broadcast applications with a direct linking to broadcast information or broadcast space-time; Broadcast-related systems
    • H04H60/09—Arrangements for device control with a direct linkage to broadcast information or to broadcast space-time; Arrangements for control of broadcast-related services
    • H04H60/14—Arrangements for conditional access to broadcast information or to broadcast-related services
    • H04H60/21—Billing for the use of broadcast information or broadcast-related information
    • H04H60/22—Billing for the use of broadcast information or broadcast-related information per use

Definitions

  • the claimed group of inventions relates to advertising and can be implemented using telecommunications and communications.
  • the inventive method and system is intended for the formation and transmission (delivery) of targeted advertising content (advertising message) taking into account the expected consumer preferences of subscribers or any other information by an operator to a specific subscriber and / or a specific group of subscribers of infocommunicative networks during a multimedia service request, for example , voice and / or video communications, IP-TV resources, text messaging.
  • infocommunicative networks for example , voice and / or video communications, IP-TV resources, text messaging.
  • information and communication networks resources and equipment of telephone (wire or wireless) communication operators, Internet access service providers, as well as electronic media, electronic terminals, etc. can be used.
  • the most popular technical solution will be in mobile and fixed telephone and video communications of networks of generations NGN, 3G, LTE, in computer systems for multimedia communications Skype, ooVoo, when processing calls in a call center.
  • the group of inventions includes a certain technology and a set of equipment for delivering targeted advertising or information in the form of an audio and / or video file to a network subscriber while waiting for access to a called resource (for example, on the Internet) or connection with an object, for example, via cellular communication.
  • the group of inventions provides a process for reproducing to a subscriber of a cellular communication media file with a recorded advertising message instead of a waiting signal for a response of a called subscriber or a busy signal. Playback of the advertising message ends when the service starts or the time for playing the busy signal ends, and the message is played to the end of the minimum playable fragment.
  • the process of reproducing an advertising or informational messages to the subscriber is associated with a decrease in the cost of the access service to the corresponding resource.
  • the set of equipment includes technical means of access to the local network, memory blocks with databases, database control blocks, processor blocks and the corresponding software recorded on computer-readable media that implements the inventive method.
  • these inventions are intended for use in telephony, namely in analog telephone networks, and the standard dial tone time was used as an advertising platform, while the duration of the announcement playback depends on the subscriber himself and is not associated with a change (decrease) in the tariff for communication services, which reduces interest on the part of the subscriber in listening to an advertising message.
  • telephone networks do not they have the appropriate resources to generate data about subscribers according to a wider list of parameters, including, for example, the choice of areas of interest of subscribers in order to provide them with targeted advertising, which makes the known method and advertising ineffective.
  • This technical solution provides a function associated with a change (decrease) in the tariff for communication services based on the results of the reproduction of advertising information messages to the subscriber, as well as a function that allows the generation of subscriber data using a wider list of parameters for the presentation of targeted advertising.
  • the claimed method and equipment for implementing the method are intended for use only in cellular networks and cannot be extended to other types of info-communication networks.
  • the implementation of the method requires the installation of custom software on the subscriber’s equipment, which significantly complicates the implementation of the technology.
  • the method provides a limited opportunity when playing an advertising message in the form of SMS and MMS messages and does not provide voice and video playback.
  • a known system of targeted advertising in the network of Internet providers (US Patent jV ° 6339761, IPC: G06Q 30/00) (Internet Service Provider - ISP), which contains many terminals of subscribers connected to the local network.
  • ISP Internet Service Provider
  • subscriber database servers and advertisements databases are also connected to the local network. The system allows you to change the content of WEB-pages requested by subscribers, so that instead of one advertisement it was possible to transmit another - targeted.
  • the selection is carried out depending on the thematic preferences of the subscribers identified by the provider in the process of using the Internet resources by the subscriber, as well as from the subscriber’s personal data, according to which the provider forms a database of subscriber profiles (for example, gender, age, status, area of interest, etc. .).
  • This is done using a special program that, based on a number of criteria, selects the most suitable one from the database of advertisements.
  • the program is installed on the equipment of the network provider.
  • This technical solution is characterized by a large functional set of parameters for the database of subscriber profiles and, accordingly, the possibility of generating targeted advertising messages, characterized by greater impact on subscribers.
  • this invention does not provide a link between viewing (listening) advertising messages and the cost of using an Internet resource, and is also intended for generating and playing advertising messages in the form of WEB pages, which narrows the scope of application of the technical solution.
  • IPC G06Q 30/00
  • the disadvantages of the method and the system that implements it include the fact that the implementation of the method requires the installation of non-standard software on the equipment of the subscriber, which would support the ability to access the computer profile - the parameters of the programs that are running, that is, the kernel of the operating system.
  • the installation of non-standard software on the subscriber’s equipment is implemented by presenting third-party access to the subscriber’s equipment, which is associated with the risk of “infection” with the system virus.
  • a known method and system for the delivery of targeted advertising and / or information by telecom operators or Internet providers (RF Patent 2357298, IPC: G09F19 / 00, G06Q30 / 00).
  • RF Patent 2357298, IPC G09F19 / 00, G06Q30 / 00).
  • a subscriber is connected to the operator’s network, he is authenticated and a communication channel is opened with remote databases.
  • a command code page is created on the operator’s server with a sequence of commands for requesting advertising content.
  • the call command is stored and processed in the operator’s server, and the command code page for the advertising content is entered at the end of the command sequence. Send this command code page to the subscriber.
  • the advertising content is reproduced on the terminal display means.
  • the subscriber’s information packet is re-initialized, containing the command to access the address of the remote resource and send it via the communication channel to the remote databases.
  • the program timer is activated, after which the information requested by the subscriber and delivered during the timer is displayed.
  • the display of advertising content is stopped after registration of the subscriber’s reaction by pressing the “Reset” button or another button displayed on the advertising content page.
  • a system for delivering targeted advertising and / or information to telecom operators or Internet providers is also known from this patent (RF Patent 2357298, IPC: G09F 19/00, G06Q30 / 00), containing subscriber terminals that are wired or wireless with communication channels connected to the switching equipment of the network Internet providers (ISP), the first input-output of which is connected to the first input-output of the server to access the Internet resources (proxy server), the input-output of which is connected to Internet resources, the second input-output of the ISP is connected to the first input-output of the module I control advertising to detect and receive an information packet from a subscriber containing a command access to the address of the remote Internet resource and identification of subscribers according to their parameters in the operator’s local network, the first input of monitoring of the advertising management module is connected to the first input-output of the ISP, the second and third inputs and outputs of the advertising management module are connected respectively to the statistics server and advertising content server, the fourth input-output of the advertising management module is designed to
  • the system consists of ISP switching equipment (ISP switch), to which, on the one hand, computers (terminals) of network subscribers are connected using mini-portals, on the other hand, a confirmation server that performs the function of identifying subscribers who are connected to the network, an advertising content server is connected , a statistics server that collects and analyzes information that subscribers request, on the basis of which, based on a number of criteria, targeted advertising is managed, an Internet access server (proxy server).
  • the method consists in the fact that when a subscriber connects to the provider's network, the mini-portal loads the target advertising content into its a computer. During pauses, a special program displays this content on the subscriber’s monitor.
  • this method and system cannot be implemented in modern and future networks with NGN, 3G, LTE technologies due to the fact that these networks provide services through interactive audio-video terminals that cannot use the technology for downloading advertising content to a computer.
  • the statistics server generates targeted advertising by processing the data requested by the subscriber, which is not always consistent with the interests of the subscribers.
  • the task of the group of inventions is the creation of technology and technical means to ensure a change in the process of information exchange between the client and the service in order to include in it the ability to bring advertising and other messages to the client.
  • the main idea in this case is the replacement of some of the subprocesses accompanying the exchange of information, subprocesses output advertising messages to the client.
  • the technical result of the group of inventions is the possibility of forming and delivering targeted advertising or information to a multimedia service subscriber using modern networks of the NGN, 3G, LTE generations. This feature is implemented using a system built on the basis of IMS, adapted for modern infocommunicative networks, with new functional units introduced, which together ensure the implementation of the claimed method.
  • the claimed technical solutions provide the creation of a platform for multimedia advertising, which is an audio or video clip with a length of several minutes.
  • a platform is the time intervals that each user of a multimedia service, such as voice telephone or video, usually spends waiting for the service to be provided.
  • the problem is solved in that in the method of delivering targeted advertising and / or information to the subscriber via info-communicative networks, when the subscriber is connected to the info-communicative networks, he is identified in the subscriber database containing minimal information about the subscriber, and in the absence of information about the subscriber 201
  • the registration then they send a request signal about the subscriber to the database of subscriber profiles containing additional information about the subscriber, divided into modules according to individual parameters characterizing the subscribers, and checking access rights to receive targeted advertising, then generate a request signal to the database of advertising messages, divided into modules depending on the content of the advertising content, and selecting from the database of advertising messages of the module corresponding to the module of the database of subscriber profiles, then to the subscriber send the playback signal of the advertising message, while the playback of the advertising message is carried out while the subscriber waits for the response of the called multimedia service, the time period spent on the playback of the advertising message from the moment the playback starts until the playback signal is turned off by the operator of the info-communication networks or the subscriber is compared, the advertisement playback time is compared with a predetermined time period, and with a value of time exceeding that specified in TERM period calculation is performed and the charging bonuses to the subscriber's account.
  • the selection from the database of advertising messages of the module corresponding to the module of the database of profiles of subscribers is carried out according to the pre-assigned to each module meteorological information.
  • the latter After registering the subscriber in the subscriber database, the latter is sent a request signal with a proposal to fill out a questionnaire containing information blocks corresponding to the subscriber’s field of activity, his interests, which allow highlighting professional and personal interests in certain types of goods and services and, ultimately, forming a subscriber profile a set of features that determine the most likely topics of advertising messages.
  • Bonuses are calculated in the form of entries in the billing system with the advance payment of one or more short messages (SMS), or with the crediting of a sum of money to the subscriber’s account, or with the subscriber being classified as eligible to make a voice call or send a short message (SMS) at zero account balance.
  • SMS short message
  • infocommunicative networks networks with NGN, 3G, LTE technologies can be used.
  • switching equipment based on IMS is connected, connected with subscriber terminals using wired or wireless communication channels, as well as with the first memory block, including a database of subscriber profiles, divided into modules according to individual parameters characterizing subscribers, with a second memory block, including a database of advertising messages, divided into modules depending on the content of the advertising content, with a block that enables the reproduction of targeted advertising from the database of advertising messages, with a block of statistics, with a block for recording the period of time spent on playback the announcement of the advertising message from the start of playback until the disconnection of the playback signal by the operator of the infocommunicative networks or subscriber, while the switching equipment includes a processor (controller) configured to process the request signal from the subscriber to the profile database and check the access right to receive targeted advertising, and also with the ability to process the signal request to the database of advertising messages, and fetch from the database of advertising messages of the module corresponding to the base
  • the switching equipment of infocommunicational networks includes additional functional units - a client status check unit, an advertising message playback time counter, a statistics unit, a client profile database, and an advertising message database.
  • user terminals personal computers, mobile phones, communicators, smartphones, landline telephones, video telephones, IP telephones can be used.
  • wired communication channels can be used cable, fiber-optic channels, and wireless - Wi-Fi, 3G, WiMax, LTE, DECT.
  • the database of subscriber profiles includes text strings of keywords defining the goods or services of interest to the subscriber.
  • the database of advertising messages includes modules of audio and / or video files containing commercials equipped with meta-information consisting of keywords describing the advertised product or service.
  • Fig.1 shows a diagram of the implementation of the method
  • Fig. 2 - presents an algorithm for implementing the method.
  • the figure shows the abbreviated name of the multimedia call processing system - COMB.
  • the positions in the drawings indicate: 1 - subscriber terminals, 2 - wired or wireless networks, 3 - P-CSCF controller, 4 - S-CSCF controller, 5 - SIP-AS, 6 - OSA-SCS, 7 - IM-SSF, 8 - MRFC, 9 - HSS, 10 - SLF, 1 1 - BGCF, 12 - 1 - CSCF, 13 - block for checking the status of the client (subscriber), 14 - counter for playing back advertising messages (block for recording the period of time spent playing the advertising message ), 15 - statistics block, 16 - database of profiles of subscribers (customers), 17 - database of advertising messages.
  • the inventive method of bringing an advertisement is a process of reproducing a file with a recorded advertising message to a subscriber instead of a call waiting signal of a called subscriber or a busy signal. Playback of the advertising message stops when the service starts or the time for playing the busy signal ends, and the message is played to the end of the specified minimum playable fragment.
  • One embodiment of the invention may be the reproduction of a voice advertising message to a subscriber of an infocommunicative network, while converting the time of standard signals into an advertising “area”.
  • each subscriber creates his own profile, which is a collection of text fields in the database of subscribers' profiles.
  • Each field contains special words that characterize a particular subscriber (his location, area of interest, etc.), depending on which this or that advertisement is played. Since providers (operators) are in direct contact with subscribers, in the process of providing services they have information about subscribers, for example, presented in personal data, including information about the place of residence, as well as information about visited WEB sites, etc. In accordance with the above information can determine the likely consumer preferences and compose advertising campaigns with the aim of delivering targeted advertising to target groups of subscribers. Advertising modules, which are a set of advertising files, can also be formed taking into account the time of day, days of the week.
  • an essential element of the invention affecting the increase in advertising efficiency, is the use of the operation of recalculating (decreasing) the cost of services using the provider’s resource, provided that they listen to (view) advertising or information messages of a given duration.
  • the method is as follows.
  • a subscriber profile database is formed, which is a block with subscriber information, configured to sort information (groupings with a specific code for each group, for example, in the form of meta-information or keywords) according to signals of certain requests, for example, characterizing groups of subscribers - their age , area of interest, etc.
  • the interaction is between the terminal of the subscriber, the equipment of the provider or operator and the Internet resource. Interaction is carried out through an infocommunicative network with a multimedia service, for example, an Internet network with the Skype service.
  • a multimedia service for example, an Internet network with the Skype service.
  • the subscriber has not used the service before, information about the subscriber is entered into the database; if he has already used the service, access rights to the service are checked (whether the service is connected to the subscriber).
  • a request is generated to the database of advertising messages, after which a client’s request for a multimedia service is initiated and at the same time an advertising module that matches the sphere of interests of a given subscriber starts to play.
  • the subscriber’s bonus reward is calculated using the statistics block. Bonuses are calculated in several ways: in the form of bonuses that the subscriber can exchange for preferential calls or SMS - messages, depending on the subscriber’s desire.
  • bonuses can be carried out in the form of crediting a sum of money to the subscriber's account. Bonuses are credited to the subscriber's account in the form of the possibility of a call or sending SMS - messages with a zero balance. Then, the called multimedia service is connected in case it is ready or the service is refused, or the switch to another advertising module if the phase of waiting for the confirmation of the service continues.
  • the inventive method can be implemented using a system based on the standard IMS architecture, into which the following units are introduced: a client status check unit, an advertising message playback time counter, a statistics unit, a memory unit with a customer profile database, a memory unit with an advertising message database .
  • the system contains an S-CSCF (Serving - Call Session Control Function) controller connected by two-way channels to a P-CSCF (Proxy-Call Session Control Function) controller, I-CSCF (Interrogating-Call Session Control Function), SIP (Session Initiation Protocol) , SIP-AS server, OSA-SCS (Service Capability Server), IM-SSF (IP Multimedia Service Switching Function), BGCF (Breakout Gateway Control Function), MRCF (Media Resource Function Controller), HSS (Home Subscriber Server), SLF module (Subscriber Location Function), subscriber status checking unit (with which the following parameters are checked: whether the subscriber uses the service for the first time, passed and a questionnaire, whether it has access rights to advertising messages, etc.), a counter for playing an advertising message, a statistics block (with which the size of the bonus for each subscriber is determined), a database of customer profiles, which stores profiles of each customer with detailed information about him and a database of advertising messages.
  • the method works according to the following algorithm.
  • the advertising playback service begins after the following sequence of actions (Figs. 1, 2).
  • a user from his terminal 1 initiates a request to a multimedia service by pressing a real or virtual button on the terminal interface, sending a signal “SERVICE CALL” (101).
  • the signal “SERVICE CALL” and the service code for wired or wireless networks 2 through controllers 3 and 4 (P-CSCF and S-CSCF) are sent to the subscriber status check unit 13.
  • the subscriber 13 generates a “READ SUBSCRIBER STATUS” signal (102) and sends it together with the user name code and service code through the controller 4 (S-CSCF) to the controller of the subscriber profile database 16.
  • the block with the database of subscriber profiles 16 compares the subscriber name code and the service code with the combinations of codes available in it, and if such a combination is in block 16, it generates a “SERVICE PERMISSION” signal (103) . If such a combination is not in block 16, then the “FAILURE” signal is transmitted to the subscriber status check unit 13.
  • the unit for checking the status of the subscriber 13 generates a signal to the interface of the user terminal, displaying a message about the impossibility of providing services.
  • the “PLAYBACK TURNING ON” signal (107) is supplied to the block - the controller of the advertising message database 17.
  • the subscriber status checking block 13 generates the “SERVICE REQUEST” signal to the controller 4 (S-CSCF).
  • block 17 database of advertising messages
  • block 17 sends the signal “END OF PLAYBACK” (105) to block 13 (checking subscriber status) through controller 4 (S-CSCF).
  • the “PLAYBACK INCLUSION” signal (103) is supplied to the block of the playback time counter of the advertising message 14 through the controller 4 (S-CSCF).
  • the block - controller of the database of advertising messages 17 sends a signal "MESSAGE FLOW" (106) to the interface of user terminal 1 by the subscriber name code. If the timer code is less than the specified code received from the block of the subscriber profile database block 16 and the signal “END OF PLAYBACK” is not received by the subscriber status check block 13, then this block remains in the previous state, preventing the user from having access to the requested service. If the verification of the status of the subscriber 13 receives a signal "END OF PLAYBACK”, then the user is allowed to the service. If the timer code exceeds the specified code obtained from the block of the user profile database 16, then the subscriber status check block 13 generates a “SERVICE REQUEST” signal to controller 4 (S-CSCF). The “END PLAYBACK” signal is sent to the statistics block 15, which transmits the data packet to the controller 4 (S-CSCF) for recording in block 9 (HSS) for calculating the bonus to the client using the statistics block 1.
  • the claimed group of inventions can be implemented in the info-communication network with the Skype service. After starting the client program
  • Skype the “contacts” interface appears that is, a list of those subscribers who can make a video or audio call.
  • the playback of the commercial begins the subscriber can stop playing the advertising message and continue to wait for the response of the called subscriber.
  • a bonus amount is received to the subscriber’s account, proportional to the number of ads viewed.
  • the group of inventions was implemented using a modeling program (simulation system) on a computer according to the scheme shown in figure 2. Using simulation, optimal parameters were determined for the functional blocks that make up the system and the characteristics of the interaction of the blocks with each other were refined in order to determine possible options for implementing the invention in equipment that meets the current level of technology.
  • the best embodiment of the invention was its implementation in the software IPMultimedia Subsystem - IMS - the most important component of information and communication systems, the basic concepts of which were developed within the framework of the 3GPP consortium.
  • the audience of subscribers can be compared with the audience of search engines and is limited only by the subscriber capacity of the infocommunication system, reaching hundreds of millions across many companies, which should attract many potential advertisers to use the system;
  • the subscriber of the advertisement is the one who calls the multimedia service, for example, the subscriber calling another subscriber (unlike the currently widespread “beep” service, where the subscriber is the subscriber receiving the multimedia service).
  • T.O Each user (subscriber) has the opportunity to choose whether to use the service or not.

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  • Engineering & Computer Science (AREA)
  • Signal Processing (AREA)
  • Telephonic Communication Services (AREA)

Abstract

Ce groupe d'inventions se rapporte au domaine de la publicité et peut être mis en œuvre en utilisant des moyens de télécommunications et de communications. Ce procédé et ce système permettent à un opérateur de générer et de transmettre des contenus publicitaires ciblés (messages publicitaires) en tenant compte des préférences de consommations supposées des abonnés ou de toute autre information, à un abonné prédéterminé et/ou un groupe prédéterminé d'abonnés de réseaux de communication informatiques lors d'une demande de service multimédia, comme une liaison vocale et/ou vidéo, de ressources IP-TV, et d'échange de messages textes. On envoie à l'abonné un signal de reproduction de message publicitaire. La reproduction du message publicitaire se fait en mettant l'abonné en attente d'une réponse du service multimédia appelé avec enregistrement de la durée nécessaire pour la reproduction du message publicitaire à partir du début de la reproduction jusqu'à l'interruption du signal de reproduction par l'opérateur des réseaux de communication informatiques ou par l'abonné. On compare ensuite le temps de reproduction de la publicité à une durée donnée, et lorsque la valeur de temps dépasse la durée donnée, on calcule et on envoie les bonus sur le compte de l'abonné.
PCT/RU2011/000937 2011-04-29 2011-11-29 Procédé d'acheminement de publicité ciblée et système de mise en œuvre Ceased WO2012148305A1 (fr)

Applications Claiming Priority (2)

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RU2011117023 2011-04-29
RU2011117023/08A RU2461879C1 (ru) 2011-04-29 2011-04-29 Способ доставки целевой рекламы и/или информации абоненту посредством инфокоммуникативных сетей и система для его осуществления

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CN113344633A (zh) * 2021-06-18 2021-09-03 上海哔哩哔哩科技有限公司 广告图片处理方法及装置
CN113344633B (zh) * 2021-06-18 2024-01-05 上海哔哩哔哩科技有限公司 广告图片处理方法及装置

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