CN105100837A - 基于手机的广告投放效果评价方法及*** - Google Patents

基于手机的广告投放效果评价方法及*** Download PDF

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Publication number
CN105100837A
CN105100837A CN201510439494.8A CN201510439494A CN105100837A CN 105100837 A CN105100837 A CN 105100837A CN 201510439494 A CN201510439494 A CN 201510439494A CN 105100837 A CN105100837 A CN 105100837A
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China
Prior art keywords
advertisement
evaluation method
mobile terminal
effect evaluation
mobile phone
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Pending
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CN201510439494.8A
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English (en)
Inventor
顾寰
杨长春
吕晨
刘玲
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Changzhou University
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Changzhou University
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Priority to CN201510439494.8A priority Critical patent/CN105100837A/zh
Publication of CN105100837A publication Critical patent/CN105100837A/zh
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    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H04N21/258—Client or end-user data management, e.g. managing client capabilities, user preferences or demographics, processing of multiple end-users preferences to derive collaborative data
    • H04N21/25866—Management of end-user data
    • H04N21/25891—Management of end-user data being end-user preferences
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/41—Structure of client; Structure of client peripherals
    • H04N21/414—Specialised client platforms, e.g. receiver in car or embedded in a mobile appliance
    • H04N21/41407—Specialised client platforms, e.g. receiver in car or embedded in a mobile appliance embedded in a portable device, e.g. video client on a mobile phone, PDA, laptop
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/43—Processing of content or additional data, e.g. demultiplexing additional data from a digital video stream; Elementary client operations, e.g. monitoring of home network or synchronising decoder's clock; Client middleware
    • H04N21/442—Monitoring of processes or resources, e.g. detecting the failure of a recording device, monitoring the downstream bandwidth, the number of times a movie has been viewed, the storage space available from the internal hard disk
    • H04N21/44213—Monitoring of end-user related data
    • H04N21/44218—Detecting physical presence or behaviour of the user, e.g. using sensors to detect if the user is leaving the room or changes his face expression during a TV program
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/43—Processing of content or additional data, e.g. demultiplexing additional data from a digital video stream; Elementary client operations, e.g. monitoring of home network or synchronising decoder's clock; Client middleware
    • H04N21/442—Monitoring of processes or resources, e.g. detecting the failure of a recording device, monitoring the downstream bandwidth, the number of times a movie has been viewed, the storage space available from the internal hard disk
    • H04N21/44213—Monitoring of end-user related data
    • H04N21/44222—Analytics of user selections, e.g. selection of programs or purchase activity

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  • Engineering & Computer Science (AREA)
  • Databases & Information Systems (AREA)
  • Multimedia (AREA)
  • Signal Processing (AREA)
  • Health & Medical Sciences (AREA)
  • General Health & Medical Sciences (AREA)
  • Social Psychology (AREA)
  • Computer Networks & Wireless Communication (AREA)
  • General Engineering & Computer Science (AREA)
  • Computer Graphics (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Information Transfer Between Computers (AREA)

Abstract

本发明提供一种广告投放效果评价方法及***，用于评价在线视频广告的播放效果。该***由移动终端，视频网站APP，服务器三部分组成。当移动终端在播放广告的时候，APP自动打开移动终端的前置摄像头，收集数据并将数据传输给服务器，服务器接收到数据后，对数据进行分析，得到结果。

Description

基于手机的广告投放效果评价方法及***
技术领域：
本发明涉及手机领域，准确的说是一种手机的广告投放效果评价方法及***。
背景技术：
随着互联网的发展，网络视频广告越来越受到关注，根据eMarketer的估计，美国数字视频广告支出将会在仅仅4年的时间里增长1倍，从2013年的41.4亿美元增长至2016年的80.4亿美元。由于在线视频网站的主要收入由在线广告与付费视频两部分组成，且在线广告为其带来的收入占据了总收入的90％。因此广告的投放效果对于在线视频网站的运营非常重要。
传统的广告投放效果评价方法主要从两个方面进行评估：(1)传播效果的评估：通过一些指标测定来判断广告对消费者的心理效应的大小。(2)销售效果的评估：即通过广告宣传后，对销售面和销售量进行测定。但是这些方法都是通过间接的方法来估计广告的效果，而且获得的结果相对滞后。
发明内容:
1.鉴于以上现有技术的缺点，本发明提供一种广告投放效果评价方法及***，来解决上述问题。
2.本发明提供一种广告投放效果评价方法，包括移动终端，视频网站APP，服务器，所述的移动终端为带前置摄像头的智能手机；视频网站APP为视频网站提供给手机端的APP；视频网站APP带有监测眼睛和收集数据的功能；服务器具有接收并分析视频APP所收集的数据的功能。
3.当app在播放广告时，app自动打开手机前置摄像头，采集用户的状态，根据采集的用户状态，判断用户是否对该广告感兴趣。
4.用户状态包括：(1)使用眼球定位技术，判断用户是否在浏览所属移动终端的屏幕；(2)在播放广告期间，统计停留在屏幕上的时间
5.本发明还提供了一种评测广告投放效果的服务器：用于收集用户状态后，给正在播放的广告打分，分数越高，说明广告的效果越好。
6.相对于现有的技术，本发明提供了一种新的广告投放效果评价方法及***，采用了基于摄像头的广告效果评价方法，在普通的智能手机终端上都能实现，不需要增加额外的硬件，就可以实现。
本发明专利与现有技术比较，具有如下优点：
1.利用了手机自带的前置摄像头，不需要增加额外的硬件，就可以实现。
2.相对于传统的评价方法，本方法时效性好，准确率高。
附图说明：
此处所说明的附图用来提供对本发明的进一步理解，构成本申请的一部分，在附图中
图1所示为广告投放效果评价方法流程图；
图2所示为广告投放效果服务器结构图；
具体实施方式：
1.在用户使用的视频APP插播广告时；
2.视频网站的app检测到正在播放广告；
3.然后打开手机前置摄像头，采集用户的状态，根据采集的用户状态，判断用户是否对该广告感兴趣。
4.用户状态包括：使用眼球定位，判断用户是否在浏览所属移动终端的屏幕；
5.如果没有浏览屏幕，则说明用户处于离开状态。
6.如果检测到用户在浏览屏幕，则说明用户正在看广告，统计用户停留在屏幕上的时间；广告播放完毕后，视频APP将收集的数据传给服务器。
7.本发明还提供了一种评价广告投放效果服务器：用于收集用户数据后，对数据进行分析，然后根据分析的结果给正在播放的广告打分，分数越高，说明广告的效果越好。
8.相对于先前的技术，本发明提供了一种广告投放效果评价方法及***，采用了基于摄像头的广告效果评价方法，在普通的智能手机终端上都能实现，不需要增加额外的硬件，就可以实现。

Claims (3)

1.一种广告投放效果评价方法，应用于移动终端，其特征在于：在用户通过移动端上的APP观看广告的时，利用移动端的摄像头采集用户的信息，并将信息发送到服务器进行分析。
2.根据权利要求1所述的广告投放效果评价方法，其特征在于,其所述的用户信息包括：通过眼球监测技术判断用户是否正在查看屏幕上的信息。
3.根据权利要求1所述的移动终端不仅指手机，还包括平板电脑等，其特征在于：带有前置摄像头的，可以安装APP的设备。
CN201510439494.8A 2015-07-23 2015-07-23 基于手机的广告投放效果评价方法及*** Pending CN105100837A (zh)

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Cited By (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
CN105868685A (zh) * 2015-12-29 2016-08-17 乐视致新电子科技（天津）有限公司 一种基于人脸识别的广告推荐方法和装置
CN113495967A (zh) * 2020-03-20 2021-10-12 华为技术有限公司 一种多媒体数据的推送方法、设备、服务器以及存储介质

Citations (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20110150283A1 (en) * 2009-12-18 2011-06-23 Electronics And Telecommunications Research Institute Apparatus and method for providing advertising content
CN103401923A (zh) * 2013-07-31 2013-11-20 张先锋 广告和买卖评价智能推送的智能终端机
CN103605697A (zh) * 2013-11-06 2014-02-26 北京掌阔移动传媒科技有限公司 一种手机广告作弊点击的判断方法

Patent Citations (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20110150283A1 (en) * 2009-12-18 2011-06-23 Electronics And Telecommunications Research Institute Apparatus and method for providing advertising content
CN103401923A (zh) * 2013-07-31 2013-11-20 张先锋 广告和买卖评价智能推送的智能终端机
CN103605697A (zh) * 2013-11-06 2014-02-26 北京掌阔移动传媒科技有限公司 一种手机广告作弊点击的判断方法

Cited By (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
CN105868685A (zh) * 2015-12-29 2016-08-17 乐视致新电子科技（天津）有限公司 一种基于人脸识别的广告推荐方法和装置
CN113495967A (zh) * 2020-03-20 2021-10-12 华为技术有限公司 一种多媒体数据的推送方法、设备、服务器以及存储介质

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Application publication date: 20151125