The content of the invention
The purpose of the embodiment of the present invention is the appraisal procedure and system for providing a kind of interactive advertisement, to realize assessment advertisementResult of broadcast.Concrete technical scheme is as follows：
A kind of appraisal procedure of interactive advertisement, including：
When playing advertisement to be played, obtain and believe the corresponding advertisement interaction previously generated of the advertisement to be playedBreath, is shown in the interaction display area previously generated；
Obtain user and be directed to the interactive response that the advertisement interactive information is made；
Obtain and the broadcast information according to the advertisement to be played and the interactive response, determine the advertisement to be playedResponse is evaluated, wherein, the response evaluation is used for the result of broadcast for assessing the advertisement to be played；
According to the response evaluation and the broadcast information, the result of broadcast of the advertisement to be played is assessed.
Optionally, it is described playing advertisement to be played when, obtain and previously generate the advertisement to be played is correspondingAdvertisement interactive information, before being shown in the interaction display area previously generated, methods described also includes：
Obtain and according to the mark of the advertisement to be played, it is determined that the preset data related to the advertisement to be played；
According to the preset data, generation advertisement interactive information corresponding with the advertisement to be played.
Optionally, it is described playing advertisement to be played when, obtain and previously generate the advertisement to be played is correspondingAdvertisement interactive information, before being shown in the interaction display area previously generated, methods described also includes：
The page layout for showing the page is obtained, generation position of the interaction display area in the display page is determined,And generate the interaction display area.
Optionally, after the interactive response that the acquisition user makes for the advertisement interactive information, methods describedAlso include：
Generate and perform feedback operation corresponding with the interactive response, wherein, the feedback operation is used to guide or encourageEncourage the user.
Optionally, it is described according to the response evaluation and the broadcast information, assess the broadcasting effect of the advertisement to be playedReally, including：
Obtain and according to the mark of the advertisement to be played, store the response evaluation of the advertisement to be played；
According to the broadcast information and the response evaluation of all advertisements to be played stored, treated described in comprehensive assessmentPlay the result of broadcast of advertisement.
Optionally, described according to the preset data, generation advertisement interactive information corresponding with the advertisement to be played is wrappedInclude：
Randomly select and according at least one set of preset data, generation interaction corresponding with the advertisement to be played is askedTopic；
Accordingly, it is described to generate and perform feedback operation corresponding with the interactive response, including：
When the interactive response is correct, the advertisement to be played played is skipped；Or
When the interactive response mistake, continue to play the broadcast to be played played, and in the interactive exhibitionShow the indication information that the interactive problem is shown in area.
Optionally, the broadcast information for obtaining the advertisement to be played, and being believed according to the broadcasting of the advertisement to be playedBreath and the interactive response, determine the response evaluation of the advertisement to be played, including：
Obtain and used according to the broadcast information described in the correct option of interactive problem and the interactive responseThe answer of family selection, determines that the user answers the accuracy of the interactive problem；
Obtain the problem of user described in the interactive response answers the interactive problem and answer time-consuming；
Answer time-consuming according to the accuracy and described problem, determine the scoring of the advertisement to be played, treated as describedPlay the response evaluation of advertisement.
Optionally, described according to the preset data, generation advertisement interactive information corresponding with the advertisement to be played is wrappedInclude：
According to the preset data, generation quick entrance corresponding with the advertisement to be played；
Accordingly, it is described to generate and perform feedback operation corresponding with the interactive response, including：
When user is by the quick entrance, when performing the content of the quick entrance connection, the institute played is skippedState advertisement to be played.
Optionally, the broadcast information for obtaining the advertisement to be played, and being believed according to the broadcasting of the advertisement to be playedBreath and the interactive response, determine the response evaluation of the advertisement to be played, including：
Obtain user described in the interactive response and perform the time-consuming of the content that the quick entrance is connected；
The time-consuming of the content that the quick entrance is connected is performed according to the user, commenting for the advertisement to be played is determinedPoint, it is used as the response evaluation of the advertisement to be played.
Optionally, described according to the preset data, generation advertisement interactive information corresponding with the advertisement to be played is wrappedInclude：
According to the preset data, generation questionnaire corresponding with the advertisement to be played；
Accordingly, it is described to generate and perform feedback operation corresponding with the interactive response, including：
When user completes and submits the questionnaire, the advertisement to be played played is skipped.
Optionally, the broadcast information for obtaining the advertisement to be played, and being believed according to the broadcasting of the advertisement to be playedBreath and the interactive response, determine the response evaluation of the advertisement to be played, including：
Obtain answer and the user answer tune that user described in the interactive response answers the questionnaireThe questionnaire for interrogating volume answers time-consuming；
The answer of the questionnaire is answered according to the user and the questionnaire answers time-consuming, is determined described to be played wideThe scoring of announcement, is used as the response evaluation of the advertisement to be played.
Optionally, it is described according to the broadcast information and all advertisements to be played stored response evaluation, it is comprehensiveThe result of broadcast for assessing the advertisement to be played is closed, including：
Obtain the reproduction time first of advertisement to be played described in the broadcast information and the interaction of the advertisement to be playedBroadcasting time；
Broadcast according to response evaluation, the reproduction time first and the interaction of all advertisements to be played storedNumber of times is put, the result of broadcast of advertisement to be played described in comprehensive assessment.
Optionally, in the acquisition and according to the mark of the advertisement to be played, the response of the advertisement to be played is storedAfter evaluation, methods described also includes：
The positional information in the interactive response is obtained, the broadcasting region of the advertisement to be played is determined；
Store the broadcasting region, and the corresponding relation that the broadcasting region is evaluated with the response；
It is corresponding, it is described according to the broadcast information and all advertisements to be played stored response evaluation, it is comprehensiveThe result of broadcast for assessing the advertisement to be played is closed, including：
Corresponding relation, all institutes stored according to the broadcasting region, the broadcasting region with the response evaluationThe scoring of advertisement to be played, the reproduction time first and the interactive broadcasting time are stated, determines each described to play ground respectivelyThe result of broadcast of advertisement to be played described in domain.
Optionally, the broadcasting of the advertisement to be played is assessed according to the response evaluation and the broadcast information describedAfter effect, methods described also includes：
According to the interactive response and/or the result of broadcast, the distribution policy of the advertisement to be played is formulated.
A kind of assessment system of interactive advertisement, including：
Interactive information display module, for when playing advertisement to be played, obtaining and the advertisement to be played is correspondingThe advertisement interactive information previously generated, is shown in the interaction display area previously generated；
Interactive response acquisition module, the interactive response that the advertisement interactive information is made is directed to for obtaining user；
First computing module, the broadcast information for obtaining the advertisement to be played, and according to the advertisement to be playedBroadcast information and the interactive response, determine the response evaluation of the advertisement to be played, wherein, the response evaluation is used to assessThe result of broadcast of the advertisement to be played；
Second computing module, for according to the response evaluation and the broadcast information, assessing the advertisement to be playedResult of broadcast.
Optionally, the assessment system of described interactive advertisement also includes：
Relevant data determination module, for obtain and according to the mark of the advertisement to be played, it is determined that with it is described to be playedThe related preset data of advertisement；
Interactive information generation module, for according to the preset data, generation advertisement corresponding with the advertisement to be playedInteractive information.
Optionally, the assessment system of described interactive advertisement also includes：
Interaction display area generation module, the page layout of the page is shown for obtaining, determines the interaction display area in instituteThe generation position in the display page is stated, and generates the interaction display area.
Optionally, the assessment system of described interactive advertisement also includes：
Feedback operation performing module, for generating and performing feedback operation corresponding with the interactive response, wherein, it is describedFeedback operation is used to guiding or rewarding the user.
Optionally, second computing module, including：
Sub-module stored is evaluated in response, for obtaining and according to the mark of the advertisement to be played, is stored described to be playedThe response evaluation of advertisement；
Result of broadcast assesses submodule, for according to the broadcast information and all advertisements to be played storedResponse is evaluated, the result of broadcast of advertisement to be played described in comprehensive assessment.
Optionally, the interactive information generation module, specifically for：
Randomly select and according at least one set of preset data, generation interaction corresponding with the advertisement to be played is askedTopic；
Accordingly, the feedback operation performing module, including：
First feedback submodule, for when the interactive response is correct, skipping the advertisement to be played played；
Second feedback submodule, for when the interactive response mistake, it is described to be played that continuation broadcasting is being playedBroadcast, and show in the interaction display area indication information of the interactive problem.
Optionally, first computing module, including：
Accuracy calculating sub module, for obtain and the correct option of interactive problem according to the broadcast information andThe answer of the selection of user described in the interactive response, determines that the user answers the accuracy of the interactive problem；
First time-consuming determination sub-module, asking for the interactive problem is answered for obtaining user described in the interactive responseTopic is answered time-consuming；
First scoring submodule, for answering time-consuming according to the accuracy and described problem, is determined described to be played wideThe scoring of announcement, is used as the response evaluation of the advertisement to be played.
Optionally, the interactive information generation module, specifically for：
According to the preset data, generation quick entrance corresponding with the advertisement to be played；
Accordingly, the feedback operation performing module, specifically for：
When user is by the quick entrance, when performing the content of the quick entrance connection, the institute played is skippedState advertisement to be played.
Optionally, first computing module, including：
Second time-consuming determination sub-module, the quick entrance connection is performed for obtaining user described in the interactive responseContent it is time-consuming；
Second scoring submodule, for performing the time-consuming of the content that the quick entrance is connected according to the user, it is determined thatThe scoring of the advertisement to be played, is used as the response evaluation of the advertisement to be played.
Optionally, the interactive information generation module, specifically for：
According to the preset data, generation questionnaire corresponding with the advertisement to be played；
Accordingly, the feedback operation performing module, specifically for：
When user completes and submits the questionnaire, the advertisement to be played played is skipped.
Optionally, first computing module, including：
3rd time-consuming determination sub-module, answering for the questionnaire is answered for obtaining user described in the interactive responseThe questionnaire that case and the user answer the questionnaire answers time-consuming；
3rd scoring submodule, answer and the questionnaire for answering the questionnaire according to the user, which are answered, to consumeWhen, the scoring of the advertisement to be played is determined, the response evaluation of the advertisement to be played is used as.
Optionally, the result of broadcast assesses submodule, including：
Data capture unit, for obtaining the reproduction time first of advertisement to be played described in the broadcast information and describedThe interactive broadcasting time of advertisement to be played；
Comprehensive assessment unit, for the response evaluation according to all advertisements to be played stored, described broadcasts firstTime and the interactive broadcasting time are put, the result of broadcast of advertisement to be played described in comprehensive assessment.
Optionally, second computing module, in addition to：
Positional information acquisition submodule, for obtaining the positional information in the interactive response, is determined described to be played wideThe broadcasting region of announcement；
Regional information sub-module stored, for storing the broadcasting region, and the broadcasting region and the response evaluationCorresponding relation；
Corresponding, the result of broadcast assesses submodule, specifically for：
Corresponding relation, all institutes stored according to the broadcasting region, the broadcasting region with the response evaluationThe scoring of advertisement to be played, the reproduction time first and the interactive broadcasting time are stated, determines each described to play ground respectivelyThe result of broadcast of advertisement to be played described in domain.
Optionally, the assessment system of the interactive advertisement also includes：
Playing plan formulates module, for according to the interactive response and/or the result of broadcast, formulating described to be playedThe distribution policy of advertisement.
The appraisal procedure and system of interactive advertisement provided in an embodiment of the present invention, while advertisement to be played is played, broadcastPut advertisement interactive information, the interactive response made of advertisement interactive information be directed to by analyzing user, and advertisement to be played broadcastingInformation, it is possible to achieve assess the result of broadcast of advertisement.In addition, the method by playing advertisement interactive information, is added and userIt is interactive, can reduce causes the situation of customer loss due to waiting as long for advertisement, improves Consumer's Experience.Certainly,Implementing any product or method of the present invention must be not necessarily required to while reaching all the above advantage.
Embodiment
Below in conjunction with the accompanying drawing in the embodiment of the present invention, the technical scheme in the embodiment of the present invention is carried out clear, completeSite preparation is described, it is clear that described embodiment is only a part of embodiment of the invention, rather than whole embodiments.It is based onEmbodiment in the present invention, it is every other that those of ordinary skill in the art are obtained under the premise of creative work is not madeEmbodiment, belongs to the scope of protection of the invention.
Referring to Fig. 1, Fig. 1 is a kind of schematic flow sheet of the appraisal procedure of the interactive advertisement of the embodiment of the present invention, including：
S101, when playing advertisement to be played, obtains and believes the corresponding advertisement interaction previously generated of advertisement to be playedBreath is shown in the interaction display area previously generated.
Obtain and according to the mark (ID or title of advertisement such as to be played) of advertisement to be played, determine advertisement correspondence to be playedAdvertisement interactive information.Advertisement interactive information Dynamic Announce is in interaction display area, while interaction display area can receive userResponse, such as selection answer or perform page jump.
S102, obtains user and is directed to the interactive response that advertisement interactive information is made.
Interactive information of the user in interaction display area, makes interactive response, the interaction that system acquisition user makes shouldAnswer.If user does not complete the operation of advertisement interactive information within a specified time, this time interactive response is not counted in.
S103, obtains the broadcast information of advertisement to be played, and the broadcast information according to advertisement to be played and interactive response, reallyThe response evaluation of fixed advertisement to be played, wherein, response evaluation is used for the result of broadcast for assessing advertisement to be played.
Broadcast information is used for the broadcasting situation for characterizing advertisement to be played and advertisement interactive information, according to broadcast information and userThe interactive response made, it may be determined that user is to the degree of awareness of product, i.e. response evaluation.
S104, according to response evaluation and broadcast information, assesses the result of broadcast of advertisement to be played.
The response of user evaluates higher, and the result of broadcast of corresponding advertisement to be played is better.Assessing advertisement to be playedDuring result of broadcast, while the broadcast information of advertisement to be played is considered, because being played first with apart from advertisement to be playedTime it is increasingly longer, and with advertisement to be played play number of times gradually increase, user for product the degree of awareness also shouldThis gradually increases.Therefore as the time played first apart from advertisement to be played is increasingly longer, played with advertisement to be playedNumber of times gradually increases, relatively low response evaluation, and the assessment result of the result of broadcast of advertisement to be played can be caused worse.
In embodiments of the present invention, while advertisement to be played is played, advertisement interactive information is played, by analyzing userThe interactive response made for advertisement interactive information, and advertisement to be played broadcast information, it is possible to achieve assess advertisement broadcastingEffect.
Data corresponding with least one advertisement to be played are formulated in advance, and identify advertisement to be played and data, are passed through and are markedMemorize records the corresponding relation of advertisement to be played and data.When advertisement to be played will be played, according to the mark of advertisement to be played,The corresponding data of advertisement to be played are randomly selected, the advertisement interactive information of advertisement to be played is generated.
Optionally, in the appraisal procedure of the interactive advertisement of the embodiment of the present invention, before S101, this method also includes：
Step one, obtain and according to the mark of advertisement to be played, it is determined that the preset data related to advertisement to be played.
According to the content of advertisement to be played, at least one data corresponding with advertisement to be played are previously generated (such as to be playedThe title of product or the keynote idea of advertisement to be played in advertisement), as preset data, and it is stored in database.WillWhen playing advertisement to be played, according to the mark of advertisement to be played, the corresponding data of advertisement to be played are obtained in database.
Step 2, according to preset data, generates advertisement interactive information corresponding with advertisement to be played.
According to preset data, generation is available for the advertisement interactive information that user operates.
In embodiments of the present invention, the specific generation method of advertisement interactive information is given, is that subsequent user is directed to advertisementInteractive information makes interactive response, and there is provided support.
Before advertisement to be played is played, first have to determine to play the generation position in the interaction display area of interactive information.MutuallyThe generation position of dynamic show area is the optional position for meeting the embodiment of the present invention, and the right side generation for being such as fixed on video playback area is mutualDynamic show area, or the fixed right side that interaction display area is embedded in video playback area.
Optionally, in the appraisal procedure of the interactive advertisement of the embodiment of the present invention, before S101, this method also includes：
The page layout for showing the page is obtained, generation position of the interaction display area in the display page is determined, and generate mutualDynamic show area.
When playing video using window scheme, referring to Fig. 2, video playback area only occupies part and shows the page, obtains aobviousShow the remaining space of the page, in the remaining space generation interaction display area of the display page.When playing video using screen mode toggle,Referring to Fig. 3, video playback area, which is occupied, all shows the page, without remaining space, chooses correct position in video playback area, adoptsWith embedded mode, generation interaction display area.
In embodiments of the present invention, according to the layout of the display page, the generation position in interaction display area is determined, can be moreRational utilize shows resource, and visual effect is good, and Consumer's Experience is good.
In order to encourage user to participate among interactive advertisement, application feedback operation of the embodiment of the present invention, to reward or guideUser, the enthusiasm of interactive advertisement is participated in increase user, improves Consumer's Experience.
Optionally, after S102, this method also includes：
Generate and perform feedback operation corresponding with interactive response, wherein, feedback operation is used to guiding or rewarding user.
According to the interactive response of user, generation feedback operation corresponding with interactive response, performing the feedback operation is used to drawLead or reward user.Feedback operation is to meet any guiding or reward operation of the embodiment of the present invention, such as skips and currently broadcastsThe advertisement to be played put or the integration of increase user account.
In embodiments of the present invention, user is guided or rewarded by feedback operation, and advertisement interaction letter is participated in improve userThe number of times of breath, the hits of the interactive response of increase, improves the accuracy of result of broadcast assessment.
In order to more accurately assess the result of broadcast of advertisement to be played, individual factor is excluded, it is necessary to be directed to a large number of usersInteractive response make analysis.Therefore in embodiments of the present invention, after often determining that a response is evaluated, the response can all be evaluatedStored, to facilitate the assessment of the follow-up result of broadcast to advertisement to be played.
Optionally, S104, including：
Step one, obtain and according to the mark of advertisement to be played, store the response evaluation of advertisement to be played.
After it is determined that response of the active user to advertisement to be played is evaluated, according to the mark of advertisement to be played, response is storedEvaluate.Wherein, storing when response is evaluated, it is necessary to the corresponding relation of response evaluation and advertisement to be played be indicated, to facilitate subsequentlyObtain all response evaluations of advertisement to be played.
Step 2, according to broadcast information and the response evaluation of all advertisements to be played stored, comprehensive assessment is to be playedThe result of broadcast of advertisement.
It is to be played when assessing the result of broadcast of advertisement to be played, it is necessary to obtain the response evaluation of all advertisements to be playedThe response of advertisement evaluates more, and the result of assessment is more accurate.
In embodiments of the present invention, give the specific method for the result of broadcast for assessing advertisement to be played, according to it is allThe response evaluation of the advertisement to be played of storage, assesses the advertisement to be played, assessment result is more accurate.
The advertisement interactive information played in interaction display area is any form of interactive information for meeting the embodiment of the present invention,Including but not limited to：Interactive problem, quick entrance and questionnaire.
Optionally, according to preset data, advertisement interactive information corresponding with advertisement to be played is generated, including：
Randomly select and according at least one set of preset data, generate interactive problem corresponding with advertisement to be played.
Interactive problem can be single choice, multiple choice or operation questions.Disobey in order to avoid the blind choosing of user or otherwiseIt is anti-interactive to be intended to, multi-group data can be preset, one group of carry out interaction display is therefrom randomly selected, can also using upset problem orThe method of option order and limitation user interaction number of operations.
Accordingly, generate and perform feedback operation corresponding with interactive response, including：
When interactive response is correct, the advertisement to be played played is skipped.Or
When interactive response mistake, continue to play the broadcast to be played played, and show mutually in interaction display areaThe indication information of dynamic problem.
When the answer during user is directed to the interactive response that interactive problem is made is correct, playing to be played wide is skippedAccuse, and subtract in the total time that advertisement is played the remaining playing duration of the advertisement to be played played.It is wrong in interactive responseMistake, the correct option of interactive problem is shown in interaction display area and explanation is equipped with.
In embodiments of the present invention, give when advertisement interactive information is interactive problem, the generation of advertisement interactive informationMethod, and feedback operation execution method, give the concrete application scene of the embodiment of the present invention.It is to be played wide for further evaluationThe result of broadcast of announcement provides premise.
The response of advertisement to be played is evaluated as meeting any evaluation of the embodiment of the present invention, can be scoring, orDifferent opinion ratings, here is omitted.
Optionally, the broadcast information of advertisement to be played, and the broadcast information according to advertisement to be played and interactive response are obtained,The response evaluation of advertisement to be played is determined, including：
Step one, obtain and according to answering that user in the correct option of interactive problem in broadcast information and interactive response selectsCase, determines that user answers the accuracy of interactive problem.
Contrast the answer of correct option and user's selection, the number of the correct interactive problem of definite response.Then
Step 2, obtains the problem of user answers interactive problem in interactive response and answers time-consuming.
If user does not complete all interactive problems before advertisement to be played finishes playing, it is not counted in and this time scores.
Step 3, it is time-consuming according to accuracy and question answering, the scoring of advertisement to be played is determined, advertisement to be played is used asResponse is evaluated.
The scoring of advertisement to be played and accuracy positive correlation, with answering time-consuming negative correlation, optionally, order scoringWherein, I is scoring, RaFor accuracy, TaTime-consuming to answer, A is predetermined coefficient, according to interactionThe number and type set of problem, for example, when interactive problem is twice single choice, A can be set as 4 seconds, when interactive problemDuring for twice multiple choice, A can be set as 8 seconds.
In embodiments of the present invention, the specific method for determining that response is evaluated is given, accuracy and answer has been consideredIt is time-consuming, it is subsequently according to the advertisement to be played of response assessment compared to only considering that the response evaluation that accuracy is obtained is more accurateResult of broadcast provide support.
Optionally, according to preset data, advertisement interactive information corresponding with advertisement to be played is generated, including：
According to preset data, quick entrance corresponding with advertisement to be played is generated.
Quick entrance herein is any quick entrance for meeting the embodiment of the present invention, the net purchase page or product of such as productPublic number.Quick Response Code can be generated in interaction display area, when scanning input or click Quick Response Code, jumped directly to be playedThe net purchase page of product in advertisement.
Accordingly, generate and perform feedback operation corresponding with interactive response, including：
When user is by quick entrance, when performing the content of quick entrance connection, the advertisement to be played played is skipped.
In embodiments of the present invention, give when advertisement interactive information is quick entrance, the generation of advertisement interactive informationMethod, and feedback operation execution method, give the concrete application scene of the embodiment of the present invention.It is to be played wide for further evaluationThe result of broadcast of announcement provides premise.
Optionally, the broadcast information of advertisement to be played, and the broadcast information according to advertisement to be played and interactive response are obtained,The response evaluation of advertisement to be played is determined, including：
Step one, obtain user in interactive response and perform the time-consuming of the content that quick entrance is connected.
Step 2, performs the time-consuming of the content that quick entrance is connected according to user, determines the scoring of advertisement to be played, asThe response evaluation of advertisement to be played.
The scoring of advertisement to be played performs the time-consuming relevant of the content that quick entrance is connected with user, if until to be played wideThe content that the user that finishes playing still is not carried out quick entrance connection is accused, then is not counted in and this time scores.Optionally, order scoringWherein, I is scoring, TbThe time-consuming of the content that quick entrance is connected is performed for user, B is default systemNumber, is set according to the reaction time that user obtains product information in advertisement to be played, for example, when user obtains to be played wideWhen the reaction time of product information is 5 seconds in announcement, B can be set as 5.
In embodiments of the present invention, give when advertisement interactive information is quick entrance, give determination response evaluationSpecific method, subsequently to provide support according to the result of broadcast of response assessment advertisement to be played.
Optionally, according to preset data, advertisement interactive information corresponding with advertisement to be played is generated, including：
According to preset data, questionnaire corresponding with advertisement to be played is generated.
Questionnaire includes single choice, multiple choice or operation questions.It is random from preset data during generation questionnaire every timeOne group of carry out interaction display is chosen, problem or option order can also be upset.
Accordingly, generate and perform feedback operation corresponding with interactive response, including：
When user completes and submits questionnaire, the advertisement to be played played is skipped.
In embodiments of the present invention, give when advertisement interactive information is questionnaire, the generation of advertisement interactive informationMethod, and feedback operation execution method, give the concrete application scene of the embodiment of the present invention.It is to be played wide for further evaluationThe result of broadcast of announcement provides premise.
Optionally, the broadcast information of advertisement to be played, and the broadcast information according to advertisement to be played and interactive response are obtained,The response evaluation of advertisement to be played is determined, including：
Step one, obtain user in interactive response and answer the answer of questionnaire and the questionnaire time of user's answer questionnaireAnswer time-consuming.
Step 2, answers the answer of questionnaire according to user and questionnaire answers time-consuming, determine the scoring of advertisement to be played,It is used as the response evaluation of advertisement to be played.
The scoring of advertisement to be played answers time-consuming relevant with questionnaire, if user is complete not yet until advertisement to be played finishes playingInto questionnaire, then it is not counted in and this time scores, scores relevant also with the answer of user's answer questionnaire in addition, can be according to realityThe border each investigation problem of situation setting and the score value of each answer.For example, when a questionnaire is made up of five road single choices,The score value that per pass single choice can be made is 20 points.When wherein one single choice is entitled：You are at the purchase intention to product in advertisement：1. think to buy at once.2. it may buy.3. purchase is not desired to completely.Then option one, which thinks to buy at once, is set to 20 points, option 2.It may buy and be set to 10 points, option 3. is not desired to purchase and is set to 0 point completely.If the non-selected any answer of user, this topicIt is scored at 0 point.Certainly, herein in questionnaire the problem of be meet the present invention any problem, with increase user memory advertisementRelated content is obtained based on user feedback product information.Such as：Whether product in advertisement was bought, or it is attached in user residenceClosely whether conveniently buy the product.
When advertisement interactive information is questionnaire, optionally.Order scoring I=KC-(Tc-C)2, wherein, I is scoring, KCFor the answer score of questionnaire, TcAnswer time-consuming for questionnaire, C is predetermined coefficient, according to the number of topic in questionnaire andType set, the number of topic is more, and the type difficulty of topic is higher, and C settings are bigger.For example, when questionnaire is four road listsDuring the selected topic, C can be set as 10 seconds, and when questionnaire is four road multiple choice, A can be set as 15 seconds.
In embodiments of the present invention, give when advertisement interactive information is questionnaire, determine that response is evaluated specificMethod, subsequently to provide support according to the result of broadcast of response assessment advertisement to be played.
When assessing the result of broadcast of advertisement to be played, in addition to considering response and evaluating, in addition it is also necessary in view of to be played wideThe interactive broadcasting time of announcement and the reproduction time first apart from advertisement to be played.
Optionally, according to broadcast information and the response evaluation of all advertisements to be played stored, comprehensive assessment is to be playedThe result of broadcast of advertisement, including：
Step one, the reproduction time first of advertisement to be played and the interactive of advertisement to be played in broadcast information are obtained and plays secondaryNumber.
Step 2, according to the response evaluation of all advertisements to be played stored, first reproduction time and interactive is played timeNumber, the result of broadcast of comprehensive assessment advertisement to be played.
When response is evaluated as scoring, the scoring and to be played evaluated according to each response of the advertisement to be played storedThe number that the response of advertisement is evaluated, calculates the average of response evaluation.The average evaluated according to response, when playing firstBetween and interactive broadcasting time, determine the result of broadcast of advertisement to be played.And the result of broadcast of advertisement to be played and putting down that response is evaluatedEqual score positive correlation, it is with interactive broadcasting time and negatively correlated apart from reproduction time first.For example, according toThe result of broadcast of advertisement is determined, wherein, AD is used for the result of broadcast for characterizing advertisement to be played, the AD more big advertisement to be played of valueResult of broadcast is better, TlFor the time (being calculated less than one day by one day) played first apart from advertisement to be played, ScFor interaction broadcastingNumber of times, E is default coefficient, the time played first by interactive broadcasting time and apart from advertisement to be played according to response evaluationInfluence degree is set, for example, E is set as 4.
In embodiments of the present invention, according to the response evaluation of all advertisements to be played stored, first reproduction time andInteractive broadcasting time, the result of broadcast of comprehensive assessment advertisement to be played realizes the result of broadcast for assessing advertisement.
Different advertisements also can be different in the result of broadcast of different geographical, in embodiments of the present invention, can obtain and depositThe positional information of user is stored up, so as to assess the result of broadcast of advertisement to be played in different geographical.
Optionally, in acquisition and according to the mark of advertisement to be played, after the response evaluation for storing advertisement to be played, the partyMethod also includes：
The positional information in interactive response is obtained, the broadcasting region of advertisement to be played is determined；
Region is played in storage, and plays the corresponding relation that region is evaluated with response.
Broadcasting region herein is any region for meeting the embodiment of the present invention, can be drawn according to the administrative location in province or cityPoint, (such as Huai Henan, Huai Hebei) can also be divided according to the physical slot of geographical or weather, here is omitted.It will broadcastPut region and the corresponding relation of response evaluation is stored, the result of broadcast of advertisement to be played is assessed in convenient follow-up point of region.
Corresponding, according to broadcast information and the response evaluation of all advertisements to be played stored, comprehensive assessment is to be playedThe result of broadcast of advertisement, including：
Commented according to region, the corresponding relation of playing region and response evaluation, all advertisements to be played stored is playedPoint, reproduction time and interactive broadcasting time first, each result of broadcast for playing advertisement to be played in region is determined respectively.
In actual applications, advertisement is assessed significant in the result of broadcast of different geographical.Because different geographical peopleHabits and customs and values also tend to difference, result of broadcast is assessed in point region, and product or culture are pushed away in specific regionExtensively there is extremely important meaning.
In embodiments of the present invention, the corresponding relation that region is evaluated with response is played in storage, according to broadcasting region, plays groundDomain and the corresponding relation of response evaluation, the first scoring of all advertisements to be played stored, reproduction time and interactive broadcasting timeNumber, determines each result of broadcast for playing advertisement to be played in region respectively, realizes the result of broadcast that advertisement is assessed in point region.
Finished when advertisement to be played, when commencing play out the video content of user's selection, interaction display is closed automaticallyArea, it is to avoid interaction display area influence user normally watches video.
Optionally, after S104, this method also includes：
According to interactive response and/or result of broadcast, the distribution policy of advertisement to be played is formulated.
Wherein, distribution policy includes：The broadcasting frequency of advertisement to be played, reproduction time, broadcasting region, advertisement interactive informationContent and advertisement to be played content.
The information of user in interactive response is obtained, according to interactive response and result of broadcast, certain user or certain broadcasting ground is determinedAll users in domain are to the hobby and demand of product in advertisement to be played, so as to formulate the distribution policy of advertisement to be played.
When advertisement interactive information is interactive problem, according to result of broadcast, the distribution policy of advertisement to be played is formulated.ExampleSuch as, if in region A is played, the result of broadcast of advertisement to be played is less than 60 points, can increase this in region A is played and wait to broadcastPut the broadcasting frequency of advertisement.If playing in the B of region, continuous 3 months of the result of broadcast of advertisement to be played is more than 90 points, Ke YixiangAdvertisement to be played should be reduced and playing the broadcasting frequency in the B of region, or played the form change of advertisement interactive information in the B of regionMore quick entrance, to facilitate user's purchase or the more detailed product understood in advertisement to be played.
When advertisement interactive information is questionnaire, the particular problem in questionnaire can be directed to, formulates to be played wideThe playing plan of announcement.For example when questionnaire problem is：You are at the purchase intention to product in advertisement：1. think to buy at once.2.It may buy.3. purchase is not desired to completely.If playing in the C of region, more than 60% user chooses 1. and thinks to buy at once.Then may be usedSo that distribution policy to be adjusted to, when broadcasting region C plays the advertisement to be played, the form of advertisement interactive information is changed to soonPrompt entrance, to facilitate user to buy.If playing in the C of region, more than 60% user, which chooses 2., to be bought.It can then increasePlus the broadcasting time of the advertisement to be played, to increase the desire to buy of user.
If the result of broadcast of advertisement to be played needs to change the interior of advertisement to be played for continuous three months below 30 pointsHold, to change cognition of the user to product in advertisement to be played.Because if continuous three months of result of broadcast is below 30 points,Illustrate that the advertisement to be played can not trigger the desire to purchase of user, or even can produce a contrary effect.
In embodiments of the present invention, according to interactive response and result of broadcast, the distribution policy of advertisement to be played is formulated, can be withAdvertisement to be played is played according to the actual demand of user and hobby, it is possible to increase the broadcasting value of advertisement to be played.
Referring to Fig. 4, Fig. 4 is a kind of schematic diagram of the assessment system of the interactive advertisement of the embodiment of the present invention, including：
Ad distribution backstage 401, for the distributing advertisement of user equipment 403.
Ad distribution backstage 401 receives the ad distribution instruction sent by data statistics backstage 405, according to the ad distributionInstruction, respectively at least one distributing advertisement of user equipment 403.Wherein, it have recorded at least one advertisement in ad distribution instructionMark and at least one user equipment 403 mark, for making ad distribution backstage 401 clearly be sent to which user equipmentAny bar advertisement.
Interactive data backstage 402, distributes interactive data for generating interactive data, and to user 403.
Interactive data backstage 402 receives the interactive distribution instruction sent by data statistics backstage 405, is distributed according to the interactionInstruction, generation interactive data (i.e. advertisement interactive information) is then instructed according to interaction distribution, at least one user equipment 403Distributing advertisement interactive information.Wherein, advertisement interactive information is generated according to the content of advertisement, and advertisement is with advertisement interactive informationIt is mutually corresponding.The partial information of ad distribution instruction is have recorded in interaction distribution instruction, interactive data backstage 402 can be according to mutuallyDynamic distribution instruction, the advertisement interactive information corresponding with advertisement is assigned on the user equipment 403 for playing the advertisement.
User equipment 403, for playing advertisement and interactive data, obtains and sends the interactive response of user.
Under normal circumstances, a video playback platform can correspond to multiple user equipmenies 403, and each user equipment 403 is eachThe advertisement sent from reception by ad distribution backstage 401, and the advertisement interactive information sent by interactive data backstage 402.UserEquipment 403 can obtain user and be answered for the interaction that advertisement interactive information is made while advertisement and advertisement interactive information is playedAnswer.
Data Collection backstage 404, the interactive response for collecting user.
Data Collection backstage 404 receives the interactive response sent by user equipment 403, and interactive response is carried out at integrationReason, and interactive response after integration is handled sent to data statistics backstage 405.
Data statistics backstage 405, for the interactive response according to user and the broadcast information of advertisement, assesses the broadcasting of advertisementEffect, according to the broadcast information of advertisement, is generated for the ad distribution instruction of distributing advertisement and for distributing the mutual of interactive dataDynamic distribution instruction.
For any one advertisement, the accuracy R of advertisement interactive information is answered according to user in interactive responsea, answer consumptionWhen Ta, and the interactive broadcasting time S in broadcast informationc, determine the result of broadcast AD=f (T of advertisements,Ra,Ta,Sc), wherein, ADValue it is bigger, represent that the result of broadcast of advertisement is better, and AD and Ra、ScPositive correlation and TaNegative correlation, TsFor timing statisticses axle.
In embodiments of the present invention, advertisement interactive information is played while advertisement is played, it is mutual for advertisement according to userThe interactive response that dynamic information is made, assesses the result of broadcast of advertisement, realizes the assessment of advertisement playing effect.
Referring to Fig. 5, Fig. 5 is another schematic diagram of the assessment system of the interactive advertisement of the embodiment of the present invention, including：
Interactive information display module 501, for when playing advertisement to be played, obtaining and advertisement to be played is corresponding pre-The advertisement interactive information first generated, is shown in the interaction display area previously generated.
Interactive response acquisition module 502, the interactive response that advertisement interactive information is made is directed to for obtaining user.
First computing module 503, the broadcast information for obtaining advertisement to be played, and believed according to the broadcasting of advertisement to be playedBreath and interactive response, determine the response evaluation of advertisement to be played, wherein, response evaluation is used for the broadcasting effect for assessing advertisement to be playedReally.
Second computing module 504, for according to response evaluation and broadcast information, assessing the result of broadcast of advertisement to be played.
In embodiments of the present invention, while advertisement to be played is played, advertisement interactive information is played, by analyzing userThe interactive response made for advertisement interactive information, and advertisement to be played broadcast information, it is possible to achieve assess advertisement broadcastingEffect.
It should be noted that the system in the embodiment of the present invention is the system of the appraisal procedure using above-mentioned interactive advertisement,Then the embodiment of the appraisal procedure of above-mentioned interactive advertisement is applied to the system, and can reach same or analogous beneficial effectReally.
Optionally, the assessment system of the interactive advertisement in the embodiment of the present invention also includes：
Relevant data determination module, for obtaining and according to the mark of advertisement to be played, it is determined that related to advertisement to be playedPreset data.
Interactive information generation module, for according to preset data, generating advertisement interactive information corresponding with advertisement to be played.
In embodiments of the present invention, the specific generation method of advertisement interactive information is given, is that subsequent user is directed to advertisementInteractive information makes interactive response, and there is provided support.
Optionally, the assessment system of the interactive advertisement in the embodiment of the present invention also includes：
Interaction display area generation module, the page layout of the page is shown for obtaining, and determines interaction display area in display pageGeneration position in face, and generate interaction display area.
In embodiments of the present invention, according to the layout of the display page, the generation position in interaction display area is determined, can be moreRational utilize shows resource, and visual effect is good, and Consumer's Experience is good.
Optionally, the assessment system of the interactive advertisement in the embodiment of the present invention also includes：
Feedback operation performing module, for generating and performing feedback operation corresponding with interactive response, wherein, feedback operationFor guiding or rewarding user.
In embodiments of the present invention, user is guided or rewarded by feedback operation, and advertisement interaction letter is participated in improve userThe number of times of breath, the hits of the interactive response of increase, improves the accuracy of result of broadcast assessment.
Optionally, the second computing module 504, including：
Sub-module stored is evaluated in response, for obtaining and according to the mark of advertisement to be played, storing answering for advertisement to be playedAnswer evaluation.
Result of broadcast assesses submodule, for being commented according to the response of broadcast information and all advertisements to be played storedValency, the result of broadcast of comprehensive assessment advertisement to be played.
In embodiments of the present invention, give the specific method for the result of broadcast for assessing advertisement to be played, according to it is allThe response evaluation of the advertisement to be played of storage, assesses the advertisement to be played, assessment result is more accurate.
Optionally, interactive information generation module, specifically for：
Randomly select and according at least one set of preset data, generate interactive problem corresponding with advertisement to be played；
Accordingly, feedback operation performing module, including：
First feedback submodule, for when interactive response is correct, skipping the advertisement to be played played；
Second feedback submodule, for when interactive response mistake, continues to play the broadcast to be played played, andThe indication information of interactive problem is shown in interaction display area.
In embodiments of the present invention, give when advertisement interactive information is interactive problem, the generation of advertisement interactive informationMethod, and feedback operation execution method, give the concrete application scene of the embodiment of the present invention.It is to be played wide for further evaluationThe result of broadcast of announcement provides premise.
Optionally, the first computing module 503, including：
Accuracy calculating sub module, for obtaining and according to the correct option of interactive problem in broadcast information and interactive responseThe answer of middle user's selection, determines that user answers the accuracy of interactive problem；
First time-consuming determination sub-module, answers time-consuming for obtaining the problem of user in interactive response answers interactive problem.
First scoring submodule, for time-consuming according to accuracy and question answering, determines the scoring of advertisement to be played, asThe response evaluation of advertisement to be played.
In embodiments of the present invention, the specific method for determining that response is evaluated is given, accuracy and answer has been consideredIt is time-consuming, it is subsequently according to the advertisement to be played of response assessment compared to only considering that the response evaluation that accuracy is obtained is more accurateResult of broadcast provide support.
Optionally, interactive information generation module, specifically for：
According to preset data, quick entrance corresponding with advertisement to be played is generated；
Accordingly, feedback operation performing module, specifically for：
When user is by quick entrance, when performing the content of quick entrance connection, the advertisement to be played played is skipped.
In embodiments of the present invention, give when advertisement interactive information is quick entrance, the generation of advertisement interactive informationMethod, and feedback operation execution method, give the concrete application scene of the embodiment of the present invention.It is to be played wide for further evaluationThe result of broadcast of announcement provides premise.
Optionally, the first computing module 503, including：
Second time-consuming determination sub-module, for obtaining the consumption that user in interactive response performs the content of quick entrance connectionWhen.
Second scoring submodule, for performing the time-consuming of the content that quick entrance is connected according to user, is determined to be played wideThe scoring of announcement, is used as the response evaluation of advertisement to be played.
In embodiments of the present invention, give when advertisement interactive information is quick entrance, give determination response evaluationSpecific method, subsequently to provide support according to the result of broadcast of response assessment advertisement to be played.
Optionally, interactive information generation module, specifically for：
According to preset data, questionnaire corresponding with advertisement to be played is generated.
Accordingly, feedback operation performing module, specifically for：
When user completes and submits questionnaire, the advertisement to be played played is skipped.
In embodiments of the present invention, give when advertisement interactive information is questionnaire, the generation of advertisement interactive informationMethod, and feedback operation execution method, give the concrete application scene of the embodiment of the present invention.It is to be played wide for further evaluationThe result of broadcast of announcement provides premise.
Optionally, the first computing module 503, including：
3rd time-consuming determination sub-module, for obtaining, user in interactive response answers the answer of questionnaire and user answersThe questionnaire of questionnaire is answered time-consuming.
3rd scoring submodule, answer and questionnaire for answering questionnaire according to user answer time-consuming, it is determined that waiting to broadcastThe scoring of advertisement is put, the response evaluation of advertisement to be played is used as.
In embodiments of the present invention, give when advertisement interactive information is questionnaire, determine that response is evaluated specificMethod, subsequently to provide support according to the result of broadcast of response assessment advertisement to be played.
Optionally, result of broadcast assesses submodule, including：
Data capture unit, for obtaining the reproduction time first of advertisement to be played and advertisement to be played in broadcast informationInteractive broadcasting time.
Comprehensive assessment unit, for the response evaluation according to all advertisements to be played stored, first reproduction time andInteractive broadcasting time, the result of broadcast of comprehensive assessment advertisement to be played.
In embodiments of the present invention, according to the response evaluation of all advertisements to be played stored, first reproduction time andInteractive broadcasting time, the result of broadcast of comprehensive assessment advertisement to be played realizes the result of broadcast for assessing advertisement.
Optionally, the second computing module 504, in addition to：
Positional information acquisition submodule, for obtaining the positional information in interactive response, determines the broadcasting of advertisement to be playedRegion.
Regional information sub-module stored, region is played for storing, and plays the corresponding relation that region is evaluated with response.
Corresponding, result of broadcast assesses submodule, specifically for：
Commented according to region, the corresponding relation of playing region and response evaluation, all advertisements to be played stored is playedPoint, reproduction time and interactive broadcasting time first, each result of broadcast for playing advertisement to be played in region is determined respectively.
In embodiments of the present invention, the corresponding relation that region is evaluated with response is played in storage, according to broadcasting region, plays groundDomain and the corresponding relation of response evaluation, the first scoring of all advertisements to be played stored, reproduction time and interactive broadcasting timeNumber, determines each result of broadcast for playing advertisement to be played in region respectively, realizes the result of broadcast that advertisement is assessed in point region.
Optionally, the assessment system of the interactive advertisement of the embodiment of the present invention also includes：
Playing plan formulates module, for according to interactive response and result of broadcast, formulating the distribution policy of advertisement to be played.
In embodiments of the present invention, according to interactive response and/or result of broadcast, the distribution policy of advertisement to be played is formulated,The broadcasting value of advertisement to be played can be improved.
It should be noted that herein, such as first and second or the like relational terms are used merely to a realityBody or operation make a distinction with another entity or operation, and not necessarily require or imply these entities or deposited between operatingIn any this actual relation or order.Moreover, term " comprising ", "comprising" or its any other variant are intended toNonexcludability is included, so that process, method, article or equipment including a series of key elements not only will including thoseElement, but also other key elements including being not expressly set out, or also include being this process, method, article or equipmentIntrinsic key element.In the absence of more restrictions, the key element limited by sentence "including a ...", it is not excluded thatAlso there is other identical element in process, method, article or equipment including the key element.
Each embodiment in this specification is described by the way of related, identical similar portion between each embodimentDivide mutually referring to what each embodiment was stressed is the difference with other embodiment.It is real especially for systemApply for example, because it is substantially similar to embodiment of the method, so description is fairly simple, related part is referring to embodiment of the methodPart explanation.
The foregoing is merely illustrative of the preferred embodiments of the present invention, is not intended to limit the scope of the present invention.It is allAny modification, equivalent substitution and improvements made within the spirit and principles in the present invention etc., are all contained in protection scope of the present inventionIt is interior.