CN114663168A - Information flow-based advertisement targeted delivery management method and system - Google Patents
Information flow-based advertisement targeted delivery management method and systemDownload PDFInfo
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- CN114663168A CN114663168ACN202210548886.8ACN202210548886ACN114663168ACN 114663168 ACN114663168 ACN 114663168ACN 202210548886 ACN202210548886 ACN 202210548886ACN 114663168 ACN114663168 ACN 114663168A
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Abstract
Description
Technical Field
The present invention relates to the technical field of advertisement delivery, and more particularly, to a method and a system for managing targeted advertisement delivery based on information flow.
Background
The information stream advertisement is a content stream advertisement for an information medium or an audio-visual medium, which is an advertisement to be presented to a target client together with a content. In the prior art, an information flow advertisement delivery method based on single media distribution on demand is adopted, and in the advertisement delivery process, user intention is captured mainly by means of user data acquired by a media end and an information flow ecosystem, and then advertisements are delivered to users according to the user intention and own needs, so that the initiative of audiences is stimulated, and the audiences are promoted to actively accept and share the advertisements.
However, although the existing method for delivering advertisements based on information flow can meet a certain demand for delivering advertisements, the method for delivering advertisements based on information flow distributed on demand by a single medium is adopted, and because a frequency control function for delivering advertisements to a single user is lacked, the phenomenon that the same advertisement is delivered to the same user numerous times is easy to occur in the process of delivering advertisements, so that not only is the priority of advertisement delivery lack of flexibility and is exposure resource waste easy to cause, but also interference is easy to cause to the user; in addition, in the existing advertisement delivery method based on information flow, the delivered advertisements are single short video advertisements, and the online interactive experience function of audiences and the scene of the native long video advertisements cannot be met.
How to solve the above problems is a technical problem to be solved urgently.
Disclosure of Invention
The invention aims to provide an information flow-based advertisement targeted delivery management method which can break a data barrier of a media end to realize integration of advertisement delivery management, meet the requirement of online interactive experience of audiences on a native video advertisement scene, and carry out cross-media frequency control of advertisement delivery on a single user.
Another object of the present invention is to provide a system using the method for managing targeted advertisement delivery based on information flow.
In order to achieve the purpose, the technical scheme adopted by the invention is as follows:
on one hand, the method for managing the targeted delivery of the advertisements based on the information flow relates to a user side, a media side and an advertisement delivery side; which comprises the following steps:
s1, according to the advertisement delivery requirements of an advertiser, an original growth video advertisement scene, a plurality of advertisement pictures which are targeted to different audiences and matched with the original growth video advertisement scene and a plurality of rewarding questionnaire programs which are matched with the original growth video advertisement scene are arranged in an advertisement pool of an advertisement delivery end in advance;
s2, when a user side refreshes a mobile phone APP preset in the user side and associated with a media side, the media side captures advertisement content information interested by the user side according to pre-collected user data through a preset information flow ecosystem, and transmits the advertisement content information and a mobile phone ID number of the user side to an advertisement delivery side;
s3, the advertisement putting end screens out the advertisement picture which is most matched with the received advertisement content information in the advertisement pool according to a preset standard, meanwhile, the advertisement putting end inquires the mobile phone ID number of the user end and inquires whether the frequency of playing the screened advertisement picture by the mobile phone ID number reaches the preset playing frequency or not, if the frequency does not reach the preset playing frequency, the advertisement putting end pushes the advertisement picture to the media end to be displayed in the information flow scene of the mobile phone APP of the user end, otherwise, if the frequency reaches the preset playing frequency, the advertisement putting end does not push, and the advertisement putting end additionally screens out the advertisement picture which is not matched with the received advertisement content information frequency and reaches the preset playing frequency in the advertisement pool according to the preset standard and pushes the advertisement picture to the media end to be displayed in the information flow scene of the mobile phone APP of the user end;
s4, a user clicks an advertisement picture pushed in an information flow scene of a user side mobile phone APP to play an advertisement, a media side transmits the playing behavior information of the user to an advertisement putting side, the number of times of playing the advertisement picture is updated by the advertisement putting side, meanwhile, in the process of playing the advertisement picture, a long-original video advertisement scene matched with the content of the advertisement picture is pushed to the media side in an advertisement pool by the advertisement putting side and embedded on the advertisement picture played by the mobile phone APP, a popup advertisement is generated when the advertisement picture is in a pause or end state, and the user can enter the long-original video advertisement scene to perform online experience by clicking the popup advertisement;
s5, collecting relevant backflow data of advertisement picture information played by a corresponding mobile phone ID number of a user side and experiencing original growth video advertisement scene information through a media end, transmitting the backflow data to an advertisement delivery end in real time, and uniformly managing the corresponding advertisement delivery backflow data by the advertisement delivery end.
Preferably, after step S5, the method further includes the following steps:
s6, monitoring and analyzing the backflow data of the advertisements launched by each media end through the advertisement launching end according to the preset standard to obtain the result data of the advertisement launching effect of the information flow scenes of the user side mobile phone APP corresponding to each media end, and then determining the advertisement pushing priority of each information flow scene through the advertisement launching end according to the result data.
Preferably, the advertisement push priority is determined according to the click rate of the advertisements launched in the information flow scene of each user side (1) mobile phone APP, wherein the highest click rate of the advertisements launched is the first advertisement push stage, and the lowest click rate of the advertisements launched is the last advertisement push stage.
Preferably, in step S4, it further includes the steps of:
s4.1, in the process that a user experiences a native long video advertisement scene, an advertisement delivery end pushes a reward questionnaire program matched with the content of the native long video advertisement scene to a media end in an advertisement pool, the reward questionnaire program is embedded on a picture of the native long video advertisement scene, and the user clicks the reward questionnaire program to answer questions;
and S4.2, if the user selects answers, after the user answers all the questions of the rewarded questionnaire program, entering a lottery drawing link according to a preset program to draw a lottery, and simultaneously, transmitting answer information of the user to an advertisement delivery end by a media end for processing to obtain updated data of the user as a basis for pushing the advertisement next time, otherwise, if the user gives up the answer, returning to the interface of the step 4.1 for the user to experience the original long video advertisement scene.
Preferably, in step S4.2, the questionnaire content of the rewarding questionnaire program comprises: gender of the user, age of the user, occupation of the user, income of the user, cognitive program of the user on the advertisement product, price bearing range of the user on the advertisement product, uniqueness evaluation of the advertisement product by the user, and tendency of the user to purchase the advertisement product.
Preferably, in step S4.2, in the lottery process, the prize in the lottery includes a cash note, a gift note and a member point, wherein the cash note, the gift note and the member point are directly sent to the member account of the user by the media terminal, the cash note is used for cash deduction when purchasing the advertisement product, the gift note is directly used for exchanging the corresponding commodity, and the member point is used for exchanging the member grade of the corresponding media terminal.
Preferably, in step S3, the preset number of plays is 3-7.
On the other hand, the information flow-based advertisement targeted delivery system adopting the information flow-based advertisement targeted delivery management method comprises a media end, a user end and an advertisement delivery end, wherein the user end and the advertisement delivery end are connected with the media end;
wherein:
the user side is used for displaying the delivered advertisements in the information flow scene and allowing the user to click and play the delivered advertisements in the information flow scene;
the media end is used for receiving the direction delivery data of the user end and sending the direction delivery data to the advertisement delivery end for processing, and is also used for receiving the delivery of the advertisement exposure resource of the advertisement delivery end and sending the advertisement exposure resource to the corresponding user end to be displayed in an information flow scene;
the advertisement pool is used for presetting corresponding advertisement putting data according to the advertisement putting requirements of an advertiser;
the advertisement screening unit is used for screening out advertisement pictures which are interesting to the user according to the directional delivery requirements of the advertisement delivery data in the advertisement pool;
the advertisement putting unit is used for transmitting the screened advertisement pictures meeting the requirements to the media end to be displayed in an information flow scene of a mobile phone APP of the user end;
the advertisement data management unit is used for storing and processing advertisement putting reflux data of the user side;
the advertisement monitoring unit is used for monitoring and analyzing the advertisement putting reflux data stored by the advertisement data management unit to obtain monitored result data, and then transmitting the result data to the advertisement data management unit for processing to obtain the advertisement pushing priority of each information flow scene.
Preferably, the user side is any one of a smart phone or a tablet computer.
Compared with the prior art, the invention has the following beneficial effects:
1. when the method is used, the media end is adopted to capture the advertisement content information which is interested by the user end according to the pre-collected user data through a preset information flow ecosystem, the advertisement content information and the mobile phone ID number of the user end are transmitted to the advertisement delivery end, the advertisement delivery end screens out the advertisement picture which is most matched with the advertisement content information in the advertisement pool, meanwhile, the advertisement delivery end inquires the mobile phone ID number of the user end to inquire whether the frequency of playing the screened advertisement picture by the mobile phone ID number reaches the preset playing frequency or not, if the frequency does not reach the preset playing frequency, the advertisement delivery end delivers the advertisement picture to the media end to be displayed in the information flow scene of the mobile phone APP of the user end, otherwise, if the frequency reaches the preset playing frequency, the advertisement delivery end additionally screens out the advertisement picture which is matched with the received advertisement content information frequency and does not reach the preset playing frequency in the advertisement pool to be delivered to the media end to be displayed in the hand of the user end In the information flow scene of machine APP, the user can carry out the advertisement broadcast through clicking the advertisement picture, thereby realize the directional putting of advertisement, adopt foretell method, through the supervision to user's cell-phone ID number, realized in-process to single user's the cross media frequency control of advertisement putting, and, through carrying out the cross media frequency control to the user, can be according to the priority of frequency control in the information flow scene of the cell-phone APP of advertisement propelling movement to the user end in a flexible way, the precision of advertisement putting has not only been improved, and difficult exposure resource waste and be difficult for causing the interference for the user.
In addition, in the process of playing the advertisement picture, the invention pushes a native long video advertisement scene matched with the content of the advertisement picture to the media end in the advertisement pool through the advertisement putting end, the native long video advertisement scene is embedded on the advertisement picture played by the mobile phone APP, a pop-up window advertisement is generated when the advertisement picture is in a pause or end state, and a user can enter the native long video advertisement scene to perform online experience by clicking the pop-up window advertisement, so that the invention can meet the technical effect of online interactive experience of the native long video advertisement scene of an audience, and the invention also collects the advertisement picture information played by the corresponding mobile phone ID number of the user end and the related backflow data experiencing the original long video advertisement scene information through the media end, transmits the backflow data to the advertisement putting end in real time, and the advertisement putting end uniformly manages the corresponding advertisement putting backflow data, in the process of the advertisement putting, the method and the device have the advantages that the data barriers of the media ends can be broken to realize the integration of advertisement putting and management, the online interactive experience of audiences in the native video advertisement scene is met, cross-media frequency control of advertisement putting can be performed on a single user, the advertisements can be flexibly pushed according to the priority of frequency control, exposure resource waste is not easily caused, and meanwhile interference is not easily caused to the user.
2. When the method is used, the backflow data of the advertisements launched on each media end is monitored and analyzed by the advertisement launching end according to the preset standard to obtain the result data of the advertisement launching effect of the information flow scene of the user side mobile phone APP corresponding to each media end, the advertisement launching end determines the advertisement pushing priority of each information flow scene according to the result data, the order of pushing the advertisements to each information flow scene is adjusted according to the advertisement pushing priority, and the advertisement launching effect is effectively improved.
Drawings
The invention is further illustrated by the following figures and examples.
FIG. 1 is a flow chart of a method for managing targeted delivery of advertisements based on information flow according to the present invention;
FIG. 2 is a block diagram of an information flow based ad targeting system according to the present invention;
fig. 3 is a flowchart of an embodiment of a method for managing targeted advertising based on information flow according to the present invention.
Description of reference numerals: 1. the system comprises a user side, a media side, an advertisement delivery side, a 31, an advertisement pool, a 32, an advertisement screening unit, a 33, an advertisement delivery unit, a 34, an advertisement data management unit, a 35 and an advertisement monitoring unit.
Detailed Description
The technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, and not all of the embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention.
Referring to fig. 1 to fig. 3, the present invention provides an advertisement targeted delivery management method based on information flow, which relates to a user end 1, amedia end 2 and anadvertisement delivery end 3; which comprises the following steps:
s1, according to the advertisement delivery requirement of an advertiser, an original growth video advertisement scene, a plurality of advertisement pictures which are targeted to different audiences and matched with the original growth video advertisement scene and a plurality of rewarding questionnaire programs which are matched with the original growth video advertisement scene are arranged in an advertisement pool of anadvertisement delivery end 3 in advance;
s2, when the user side 1 refreshes the mobile phone APP preset in the user side 1 and associated with themedia side 2, themedia side 2 captures the advertisement content information interested by the user side 1 according to the user data collected in advance through a preset information flow ecosystem, and transmits the advertisement content information and the mobile phone ID number of the user side 1 to theadvertisement delivery side 3;
s3, theadvertisement putting end 3 screens out the advertisement picture which is most matched with the received advertisement content information in the advertisement pool according to a preset standard, meanwhile, theadvertisement putting end 3 inquires the mobile phone ID number of the user end 1, inquires whether the frequency of playing the screened advertisement picture by the mobile phone ID number reaches the preset playing frequency, if not, theadvertisement putting end 3 pushes the advertisement picture to themedia end 2 to be displayed in the information flow scene of the mobile phone APP of the user end 1, otherwise, if the preset playing frequency is reached, theadvertisement putting end 3 does not push, and additionally screens out the advertisement picture which is matched with the received advertisement content information frequency and does not reach the preset playing frequency in the advertisement pool according to the preset standard and pushes the advertisement picture to themedia end 2 to be displayed in the information flow scene of the mobile phone APP of the user end 1;
s4, a user clicks and pushes an advertisement picture in an information flow scene of a mobile phone APP at a user side 1 to play an advertisement, amedia side 2 transmits playing behavior information of the user to anadvertisement putting side 3, the number of times of playing the advertisement picture by the mobile phone ID number is updated by theadvertisement putting side 3, meanwhile, in the process of playing the advertisement picture, a native long video advertisement scene matched with the content of the advertisement picture is pushed to themedia side 2 to be embedded on the advertisement picture played by the mobile phone APP by theadvertisement putting side 3 in an advertisement pool, a popup advertisement is generated when the advertisement picture is in a pause or end state, and the user can enter the native long video advertisement scene to perform online experience by clicking the popup advertisement;
s5, collecting relevant backflow data of advertisement picture information played by a corresponding mobile phone ID number of the user side 1 and the scene information of the original growth video advertisement through themedia side 2, transmitting the backflow data to theadvertisement putting side 3 in real time, and uniformly managing the corresponding advertisement putting backflow data through theadvertisement putting side 3.
After step S5, the method further includes the following steps:
s6, monitoring and analyzing the backflow data of the advertisements launched by eachmedia end 2 through theadvertisement launching end 3 according to the preset standard to obtain the result data of the advertisement launching effect of the information flow scene of the user end 1 mobile phone APP corresponding to eachmedia end 2, and then determining the advertisement pushing priority of each information flow scene through theadvertisement launching end 3 according to the result data.
The advertisement delivery priority is determined according to the click rate of the delivered advertisements in the information flow scene of each user side (1) mobile phone APP, wherein the highest click rate of the delivered advertisements is the first advertisement delivery level, and the lowest click rate of the delivered advertisements is the last advertisement delivery level.
In step S4, it further includes the steps of:
s4.1, in the process that a user experiences a primary long video advertisement scene, a reward questionnaire program matched with the content of the primary long video advertisement scene is pushed to amedia end 2 in an advertisement pool through anadvertisement putting end 3 and embedded on a picture of the primary long video advertisement scene, and the user clicks the reward questionnaire program to answer a questionnaire;
s4.2, if the user selects answers, after the user answers all the questions of the rewarded questionnaire program, the user enters a lottery drawing link according to a preset program to draw a lottery, meanwhile, themedia end 2 transmits answer information of the user to theadvertisement putting end 3 for processing, updated data of the user is obtained to serve as a basis for pushing the advertisement next time, and if the user gives up the answers, the user returns to the interface of the step 4.1 for experiencing the original long video advertisement scene.
In step S4.2, the questionnaire content of the rewarding questionnaire program includes: gender of the user, age of the user, occupation of the user, income of the user, cognitive program of the user on the advertisement product, price bearing range of the user on the advertisement product, uniqueness evaluation of the advertisement product by the user, and tendency of the user to purchase the advertisement product.
In step S4.2, in the lottery process, the prize in the lottery includes a cash note, a gift note and a member point, wherein the cash note, the gift note and the member point are directly issued by themedia terminal 2 to the member account of the user, the cash note is used for cash deduction when purchasing the advertisement product, the gift note is directly used for exchanging corresponding commodities, and the member point is used for exchanging the member level of thecorresponding media terminal 2.
In step S3, the preset number of plays is 3-7.
An advertisement directional delivery system based on information flow comprises amedia end 2, a user end 1 and anadvertisement delivery end 3 which are connected with themedia end 2, wherein theadvertisement delivery end 3 is composed of anadvertisement pool 31, anadvertisement screening unit 32, anadvertisement delivery unit 33, an advertisementdata management unit 34 and anadvertisement monitoring unit 35 which are connected with each other;
wherein:
the user side 1 is used for displaying the delivered advertisements in the information flow scene and allowing the user to click and play the delivered advertisements in the information flow scene;
themedia end 2 is configured to receive the directional delivery data of the user end 1 and send the directional delivery data to theadvertisement delivery end 3 for processing, and is configured to receive the delivered advertisement exposure resource of theadvertisement delivery end 3 and deliver the delivered advertisement exposure resource to the corresponding user end 1 to be displayed in an information flow scene;
theadvertisement pool 31 is used for presetting corresponding advertisement putting data according to the advertisement putting requirements of an advertiser;
theadvertisement screening unit 32 is configured to screen out an advertisement picture that is interested by a user according to a targeted delivery requirement of the advertisement delivery data in theadvertisement pool 31;
theadvertisement putting unit 33 is configured to transmit the screened advertisement pictures meeting the requirements to themedia end 2 to be displayed in an information flow scene of the mobile phone APP of the user end 1;
the advertisementdata management unit 34 is configured to store and process advertisement delivery return data of the user terminal 1;
theadvertisement monitoring unit 35 is configured to monitor and analyze the advertisement delivery backflow data stored in the advertisementdata management unit 34 to obtain monitored result data, and transmit the result data to the advertisementdata management unit 34 for processing to obtain the priority of advertisement delivery in each information flow scene.
The user side 1 is any one of a smart phone or a tablet computer.
Themedia end 2 is any one of an Tencent video, an love art video, a Youkou video or a search fox video.
The mobile phone APP is any one of a Tencent APP, a love art APP, a Youkou APP or a search APP.
When the embodiment is used specifically, firstly, according to the advertisement putting requirement of an advertiser, an original growth video advertisement scene, a plurality of advertisement pictures which are targeted to different audiences and matched with the original growth video advertisement scene and a plurality of reward questionnaire programs matched with the original growth video advertisement scene are arranged in the advertisement pool 31 of the advertisement putting end 3 in advance; secondly, the user end 1 refreshes the mobile phone APP preset in the user end 1 and associated with the media end 2, the media end 2 captures the advertisement content information interested by the user end 1 according to the pre-collected user data through a preset information flow ecosystem, and transmits the advertisement content information and the mobile phone ID number of the user end 1 to the advertisement data management unit 34, the advertisement screening unit 32 screens out the advertisement picture most matched with the advertisement content information in the advertisement pool 31 according to the advertisement content information received by the advertisement data management unit 34, meanwhile, the advertisement data management unit 34 inquires the mobile phone ID number of the user end 1, inquires whether the number of playing the screened advertisement picture by the mobile phone ID number reaches the preset playing number, if the preset playing number is not reached, the advertisement picture is pushed to the media end 2 by the advertisement delivery unit 33 in the information flow scene of the mobile phone APP displayed on the user end 1, on the contrary, if the preset playing times are reached, the advertisement is not pushed, and the advertisement screening unit 32 additionally screens the advertisement pictures which are matched with the received advertisement content information times and do not reach the preset playing times in the advertisement pool 31 and pushes the advertisement pictures to the media end 2 to be displayed in the information flow scene of the mobile phone APP of the user end 1; then, the user clicks the advertisement picture in the information flow scene of the mobile phone APP pushed at the user terminal 1 to play the advertisement, the media terminal 2 transmits the playing behavior information of the user to the advertisement data management unit 34, the advertisement data management unit 34 updates the number of times of playing the advertisement picture by the mobile phone ID number, meanwhile, in the process of playing the advertisement picture, the advertisement screening unit 32 screens out a native long video advertisement scene matched with the content of the advertisement picture in the advertisement pool 31, the native long video advertisement scene is pushed to the media terminal 2 through the advertisement putting unit 33 and embedded on the advertisement picture played by the mobile phone APP, a pop-up window advertisement is generated when the advertisement picture is in a pause or end state, the user can enter the native long video advertisement scene to perform online experience by clicking the pop-up window advertisement, in the process of experiencing the native long video advertisement scene by the user, a lottery questionnaire program matched with the content of the original long video advertisement scene is screened out from the advertisement pool 31 through the advertisement screening unit 32 and is pushed to the media end 2 to be embedded on the picture of the original long video advertisement scene, a user clicks the lottery questionnaire program to answer questions, if the user selects the answers, after the user answers all the questions of the lottery questionnaire program, the user enters a lottery drawing link according to a preset program to draw a lottery, meanwhile, the media end 2 transmits the answer information of the user to the advertisement data management unit 34 to be processed, updated data of the user is obtained to serve as the basis of pushing the advertisement next time, and if the user gives up the answer, the interface for the user to experience the original long video advertisement scene is returned; finally, the media side 2 collects the advertisement picture information played by the corresponding mobile phone ID number of the user side 1 and the relevant backflow data of the scene information of the experienced original growth video advertisement, and transmits the backflow data to the advertisement data management unit 34 in real time, the advertisement data management unit 34 manages the corresponding advertisement putting backflow data in a unified way, in addition, in the process of managing the advertisement putting backflow data, the advertisement monitoring unit 35 monitors and analyzes the backflow data of the put advertisements of each media side 2 according to the preset standard to obtain the result data of the advertisement putting effect of the mobile phone APP information flow scene of the user side 1 corresponding to each media side 2, and then the advertisement data management unit 34 determines the advertisement pushing priority of each information flow scene according to the result data to improve the advertisement putting effect.
In summary, the method and the system provided by the invention have the advantages that the data barrier of the media can be broken to realize integration of advertisement delivery management, online interactive experience of audiences in the native long video advertisement scene can be met, cross-media frequency control of advertisement delivery can be performed on a single user, advertisements can be flexibly pushed according to the priority of frequency control, exposure resource waste is not easily caused, and interference is not easily caused to the user.
It will be apparent to those skilled in the art that various other changes and modifications may be made in the above-described embodiments and concepts and all such changes and modifications are intended to be within the scope of the appended claims.
Claims (9)
1. An advertisement targeted delivery management method based on information flow relates to a user side (1), a media side (2) and an advertisement delivery side (3); the method is characterized by comprising the following steps:
s1, according to the advertisement putting requirements of advertisers, an original growth video advertisement scene, a plurality of advertisement pictures which are targeted to different audiences and matched with the original growth video advertisement scene and a plurality of bonus questionnaire programs which are matched with the original growth video advertisement scene are arranged in an advertisement pool of an advertisement putting end (3) in advance;
s2, when a user side (1) refreshes a mobile phone APP preset in the user side (1) and associated with a media side (2), the media side (2) captures advertisement content information interested by the user side (1) according to pre-collected user data through a preset information flow ecosystem, and transmits the advertisement content information and a mobile phone ID number of the user side (1) to an advertisement delivery side (3);
s3, the advertisement putting end (3) screens out the advertisement picture which is most matched with the received advertisement content information in the advertisement pool according to the preset standard, meanwhile, the advertisement putting end (3) inquires the mobile phone ID number of the user end (1), inquires whether the number of playing the screened advertisement pictures by the mobile phone ID number reaches the preset playing number, if the number does not reach the preset playing number, the advertisement putting end (3) pushes the advertisement pictures to the media end (2) to be displayed in the information flow scene of the mobile phone APP of the user end (1), otherwise, if the preset playing number is reached, if not, the advertisement putting end (3) additionally screens out advertisement pictures which are matched with the received advertisement content information times and do not reach the preset playing times in the advertisement pool according to a preset standard, and the advertisement pictures are pushed to the media end (2) and displayed in the information flow scene of the mobile phone APP of the user end (1);
s4, a user clicks and pushes an advertisement picture in an information flow scene of a mobile phone APP at a user side (1) to play an advertisement, a media side (2) transmits playing behavior information of the user to an advertisement putting side (3), the number of times of playing the advertisement picture by the mobile phone ID number is updated by the advertisement putting side (3), meanwhile, in the process of playing the advertisement picture, a long-distance video advertisement scene matched with the content of the advertisement picture is pushed to the media side (2) to be embedded on the advertisement picture played by the mobile phone APP in an advertisement pool by the advertisement putting side (3), a pop-up window advertisement is generated when the advertisement picture is in a pause or end state, and the user can enter the long-distance video advertisement scene to perform online experience by clicking the pop-up window advertisement;
s5, collecting relevant backflow data of advertisement picture information played by a corresponding mobile phone ID number of a user side (1) and experiencing original growth video advertisement scene information through a media side (2), transmitting the backflow data to an advertisement delivery side (3) in real time, and uniformly managing the corresponding advertisement delivery backflow data through the advertisement delivery side (3).
2. The method of claim 1, wherein the method comprises: after step S5, the method further includes the following steps:
s6, monitoring and analyzing the backflow data of the advertisements launched by each media end (2) through the advertisement launching end (3) according to the preset standard to obtain the result data of the advertisement launching effect of the information flow scenes of the user end (1) mobile phone APP corresponding to each media end (2), and then determining the advertisement pushing priority of each information flow scene through the advertisement launching end (3) according to the result data.
3. The method for managing targeted advertising based on information flow as claimed in claim 2, wherein: the advertisement pushing priority is determined according to the click rate of the advertisement delivered according to the information flow scene of each user side (1) mobile phone APP, wherein the highest click rate of the advertisement delivered is the first advertisement pushing level, and the lowest click rate of the advertisement delivered is the last advertisement pushing level.
4. The method of claim 1, wherein the method comprises: in step S4, it further includes the steps of:
s4.1, in the process that a user experiences a primary-growth video advertisement scene, an advertisement putting end (3) pushes a lottery questionnaire program matched with the content of the primary-growth video advertisement scene to a media end (2) in an advertisement pool to be embedded on a picture of the primary-growth video advertisement scene, and the user clicks the lottery questionnaire program to answer a questionnaire;
s4.2, if the user selects answers, after the user answers all the questions of the rewarded questionnaire program, entering a lottery drawing link according to a preset program to draw a lottery, and meanwhile, transmitting the answer information of the user to an advertisement delivery end (3) by a media end (2) for processing to obtain updated data of the user as a basis for pushing the advertisement next time, otherwise, if the user gives up the answers, returning to the interface of the step 4.1 for the user to experience the original long video advertisement scene.
5. The method of claim 4, wherein the method comprises: in step S4.2, the questionnaire content of the rewarding questionnaire program includes: gender of the user, age of the user, occupation of the user, income of the user, cognitive program of the user on the advertisement product, price bearing range of the user on the advertisement product, uniqueness evaluation of the advertisement product by the user, and tendency of the user to purchase the advertisement product.
6. The method of claim 5, wherein the method comprises: in step S4.2, in the lottery process, the prize in the lottery includes a cash note, a gift note and a member point, wherein the cash note, the gift note and the member point are directly issued by the media terminal (2) to the member account of the user, the cash note is used for cash deduction when purchasing the advertisement product, the gift note is directly used for exchanging corresponding commodities, and the member point is used for exchanging the member grade of the corresponding media terminal (2).
7. An information-flow-based ad-targeting delivery management method according to any one of claims 1 to 6, characterized in that: in step S3, the preset number of plays is 3-7.
8. An information flow-based ad targeting system using the information flow-based ad targeting management method according to claim 1, characterized in that: the system comprises a media end (2), a user end (1) and an advertisement putting end (3) which are connected with the media end (2), wherein the advertisement putting end (3) is composed of an advertisement pool (31), an advertisement screening unit (32), an advertisement putting unit (33), an advertisement data management unit (34) and an advertisement monitoring unit (35) which are connected with each other;
wherein:
the user side (1) is used for displaying the delivered advertisements in the information flow scene and allowing the user to click and play the delivered advertisements in the information flow scene;
the media end (2) is used for receiving the direction delivery data of the user end (1) and sending the direction delivery data to the advertisement delivery end (3) for processing, and is used for receiving the delivered advertisement exposure resource of the advertisement delivery end (3) and sending the delivered advertisement exposure resource to the corresponding user end (1) to be displayed in an information flow scene;
the advertisement pool (31) is used for presetting corresponding advertisement putting data according to the advertisement putting requirements of an advertiser;
the advertisement screening unit (32) is used for screening out advertisement pictures which are interested by users according to the directional delivery requirements of the advertisement delivery data in the advertisement pool (31);
the advertisement putting unit (33) is used for transmitting the screened advertisement pictures meeting the requirements to the media end (2) to be displayed in an information flow scene of a mobile phone APP of the user end (1);
the advertisement data management unit (34) is used for storing and processing advertisement putting return data of the user side (1);
the advertisement monitoring unit (35) is configured to monitor and analyze the advertisement delivery backflow data stored by the advertisement data management unit (34) to obtain monitored result data, and transmit the result data to the advertisement data management unit (34) for processing to obtain the advertisement delivery priority of each information flow scene.
9. An information flow based ad targeting system according to claim 8, characterized by: the user side (1) is any one of a smart phone or a tablet computer.
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