KR102350777B1 - Server for providing apparel shopping mall platform - Google Patents

Abstract

The present invention relates to a system for providing an advertising mediation platform.
An embodiment of the present invention provides a system for providing an advertisement mediation platform, comprising: a first user terminal; management server; external server; and a second user terminal; Including, wherein the management server receives the marketing request information, calculates the marketing suitability of each of the plurality of influencers, selects at least one first candidate influencer based on the marketing suitability, and the first big We propose a system for selecting the at least one second candidate influencer based on data information, generating a marketing analysis report, and delivering the marketing analysis report to a first user terminal.

Description

A system that provides an advertising mediation platform {SERVER FOR PROVIDING APPAREL SHOPPING MALL PLATFORM}

The present invention relates to advertising technology implemented through online.

The present invention also relates to a system for providing an advertising mediation platform.

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The spread of smartphones and the development of communication technologies such as 5G lead to an increasing trend in the use of SNS, and at the same time as the market for use increases, SNS is becoming more and more popular in Korean society's politics,

It has a great influence on economy, society, culture, etc. For example, the service has been commercialized in various forms such as Instagram, blog, YouTube, Twitter, and Facebook.

Social media is a web service that supports the interaction between individuals with a user's human network, and can be used as a communication channel for an unspecified number of people, leaving physical and time limits at a low cost. It allowed the general public to become influencers with the advantage of being able to share their content with content producers.

Many companies are aware of the importance of social media and are using influencers to promote their company or brand. Influencer marketing, literally marketing using influencers, is to find influencers who can influence potential consumers and tailor marketing activities to influencers.

Accordingly, companies are establishing and executing various strategies to discover influencers, form relationships with them, and use them as marketing assets in their digital marketing. Since the start of digital marketing is to discover content, collaboration with influencers who form strong relationships with potential consumers from a neutral position has the advantage of creating more reliable marketing content. In addition, as a result of today's many consumers making purchase decisions based on recommendations from other users rather than unilateral message delivery from the company, influencers in the marketing aspect can help people who see their content through their company's brand image. can influence and make a difference.

However, in the case of small business owners, unlike marketing focused on large corporations or capitalists, most of the process of discovering influencers is done manually. There is a problem that the effectiveness of marketing is low.

In addition, in the case of influencers, as they receive a lot of attention, if the influencer engages in unethical behavior, the brand image of the product advertised by the influencer is rather damaged, and the marketing effect is also increased. There is a problem that it is minor.

Korean Patent Publication No. 10-2019-2044458 discloses a method for providing an influencer matching and search service.

The above document relates to a method for providing an influencer matching and search service, and by searching for an influencer that has the closest match to the advertiser's requirement or corresponds to the advertiser's requirement among influencers who have influence on social media. By matching, the advertising effect can be maximized. In addition, according to an embodiment of the present invention, it is possible to enable a planned budget operation that can predict the performance of an individual marketing campaign based on the target performance, and it is possible to advance the prediction accuracy through the utilization of the generated result, and to execute The results of marketing can be added back as sample data of predictive simulations, and can have a virtuous cycle structure that contributes to the accuracy of the algorithm.

Accordingly, the present invention is to propose a system that provides a more improved (enhanced) advertising mediation platform.

Domestic Patent Publication No. 10-2019-2044458

An embodiment of the present invention aims to provide a system for providing an advertisement mediation platform.

Various embodiments of the present invention are intended to provide a system for recommending an influencer selected to a user by calculating a filtering score of the influencer during online product advertisement.

The technical problems to be achieved in the present invention are not limited to the technical problems mentioned above, and other technical problems not mentioned will be clearly understood by those of ordinary skill in the art to which the present invention belongs from the description below. will be able

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An embodiment of the present invention provides a system for providing an advertisement mediation platform, comprising: a first user terminal; management server; external server; and a second user terminal; Including, wherein the management server receives the marketing request information indicating the type of product to be marketed, marketing cost, and period through the online platform from the first user terminal, 1 Referring to influencer information, calculating the marketing suitability of each of the plurality of influencers, and selecting at least one first candidate influencer from among the plurality of previously registered influencers based on the marketing suitability and receive first big data information about the at least one first candidate influencer from the external server, and select at least one of the at least one first candidate influencer based on the first big data information. selects a second candidate influencer, transmits second influencer information on the selected at least one second candidate influencer to the first user terminal, and the at least one second candidate influencer Receive third influencer information indicating the final influencer selected by the user of the first user terminal from the first user terminal, and marketing the third influencer information to the second user terminal corresponding to the terminal of the selected final influencer. transmit a request for progress, receive marketing progress information from the second user terminal, receive second big data information from the external server, and receive a marketing analysis report based on the marketing progress information and the second big data information We propose a system for generating and delivering the marketing analysis report to the first user terminal.

The management server searches for a filtering keyword for the first big data information, generates a product value damage possibility data based on a result of the search for the filtering keyword and calculates a filtering score, and based on the filtering score, the at least One second candidate influencer may be selected, and second influencer information on the selected at least one second candidate influencer may be transmitted to the first user terminal.

The filtering keyword may include at least one of personality, incident, accident, tax evasion, lawsuit, inactivation, feeling of betrayal, falsehood, change, fake, disappointment, apology, and deception.

The management server may calculate the filtering score by using the number of views, the number of comments, and the number of likes of the filtered search result retrieved from the first big data information using the filtering keyword.

The management server selects at least one second candidate influencer based on the filtering score, and excludes the at least one second candidate influencer when the filtering score exceeds a preset first reference value , when the filtering score exceeds a preset first reference value, the at least one second candidate influencer is selected, and second influencer information and the product value of the selected second candidate influencer are damaged. The possibility data is transmitted together to the first user terminal, and when the filtering score is less than or equal to a preset second reference value, the at least one second candidate influencer is selected, and the second candidate influencer is selected as the second candidate influencer. 2 Influencer information may be transmitted to the first user terminal.

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As such, one embodiment of the present invention has a technical effect in terms of proposing a system for providing an enhanced (enhanced) advertising mediation platform.

In addition, it may be characterized in that the advertisement mediation platform according to an embodiment of the present invention can provide a customized marketing analysis report to small business owners.

The effects obtainable in the present invention are not limited to the above-mentioned effects, and other effects not mentioned may be clearly understood by those of ordinary skill in the art to which the present invention belongs from the following description. will be.

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Other aspects, features and benefits as described above of certain preferred embodiments of the present invention will become more apparent from the following description taken in conjunction with the accompanying drawings.
1 is a diagram illustrating a system for providing an advertisement mediation platform according to an embodiment of the present invention.
2 is a block diagram illustrating a management server operating an advertisement mediation platform according to an embodiment of the present invention.
3 is a flowchart illustrating a method of providing an advertisement mediation platform to a user according to an embodiment of the present invention.
4 is a flowchart illustrating a process in which the management server selects a second candidate influencer according to an embodiment of the present invention.
5 is a flowchart illustrating a method of providing an advertisement mediation platform according to an embodiment of the present invention.
It should be noted that throughout the drawings, like reference numerals are used to denote the same or similar elements, features, and structures.

Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings.

In describing the embodiments, descriptions of technical contents that are well known in the technical field to which the present invention pertains and are not directly related to the present invention will be omitted. This is to more clearly convey the gist of the present invention without obscuring the gist of the present invention by omitting unnecessary description.

For the same reason, some components are exaggerated, omitted, or schematically illustrated in the accompanying drawings. In addition, the size of each component does not fully reflect the actual size. In each figure, the same or corresponding elements are assigned the same reference numerals.

Advantages and features of the present invention, and a method for achieving them will become apparent with reference to the embodiments described below in detail in conjunction with the accompanying drawings. However, the present invention is not limited to the embodiments disclosed below, but may be implemented in various different forms, and only these embodiments allow the disclosure of the present invention to be complete, and common knowledge in the technical field to which the present invention belongs It is provided to fully inform the possessor of the scope of the invention, and the present invention is only defined by the scope of the claims. Like reference numerals refer to like elements throughout.

At this time, it will be understood that each block of the flowchart diagrams and combinations of the flowchart diagrams may be performed by computer program instructions. These computer program instructions may be embodied in a processor of a general purpose computer, special purpose computer, or other programmable data processing equipment, such that the instructions performed by the processor of the computer or other programmable data processing equipment are not described in the flowchart block(s). It creates a means to perform functions. These computer program instructions may also be stored in a computer-usable or computer-readable memory which may direct a computer or other programmable data processing equipment to implement a function in a particular manner, and thus the computer-usable or computer-readable memory. It is also possible that the instructions stored in the flow chart block(s) produce an article of manufacture containing instruction means for performing the function described in the flowchart block(s). The computer program instructions may also be mounted on a computer or other programmable data processing equipment, such that a series of operational steps are performed on the computer or other programmable data processing equipment to create a computer-executed process to create a computer or other programmable data processing equipment. It is also possible that instructions for performing the processing equipment provide steps for performing the functions described in the flowchart block(s).

Additionally, each block may represent a module, segment, or portion of code that includes one or more executable instructions for executing specified logical function(s). It should also be noted that in some alternative implementations it is also possible for the functions recited in blocks to occur out of order. For example, two blocks shown one after another may be performed substantially simultaneously, or the blocks may sometimes be performed in the reverse order according to a corresponding function.

In this case, the term '~ unit' used in this embodiment means software or hardware components such as field-programmable gate array (FPGA) or ASIC (Application Specific Integrated Circuit), and '~ unit' refers to what role carry out the However, '-part' is not limited to software or hardware. '~' may be configured to reside on an addressable storage medium or may be configured to refresh one or more processors. Accordingly, as an example, '~' indicates components such as software components, object-oriented software components, class components, and task components, and processes, functions, properties, and procedures. , subroutines, segments of program code, drivers, firmware, microcode, circuitry, data, databases, data structures, tables, arrays, and variables. The functions provided in the components and '~ units' may be combined into a smaller number of components and '~ units' or further separated into additional components and '~ units'. In addition, components and '~ units' may be implemented to play one or more CPUs in a device or secure multimedia card.

In describing the embodiments of the present invention in detail, the example of a specific system 1 will be mainly targeted, but the main subject matter to be claimed herein is also applied to other communication systems 1 and services having a similar technical background. Applicable within a range that does not significantly depart from the scope disclosed in the present specification, which will be possible at the discretion of a person skilled in the art.

1 is a diagram illustrating a system 1 for providing an advertisement mediation platform according to an embodiment of the present invention.

Referring to FIG. 1 , a system 1 providing an advertisement mediation platform according to an embodiment of the present invention includes a management server 200 (management server), a first user terminal 100 , and a second user terminal 400 . , an external server 300 may be included. Here, the management server 200 may be connected to each of the first user terminal 100 , the second user terminal 400 , and the external server 300 through a wired/wireless network. Here, the terminals of the first user terminal 100 and the second user terminal 400 are, for example, a smartphone, a mobile phone, a smart TV, a set-top box, a tablet PC, a digital camera, a camcorder, and an electronic device. It may include a book terminal, a digital broadcasting terminal, Personal Digital Assistants (PDA), Portable Multimedia Player (PMP), navigation, MP3 player, wearable device, air conditioner, microwave oven, audio, DVD player, and the like. Here, the personal computer may include a laptop computer, a desktop, and the like.

2 is a block diagram illustrating a management server 200 according to an embodiment of the present invention.

Referring to FIG. 2 , the management server 200 includes a first control module 210 , a first communication module 220 , a first input module 230 , a first output module 240 , and/or a storage module ( 250), and the management server 200 may be a server operating a website (and/or mobile app) that provides or supports the advertisement mediation platform of the present invention.

Also, the first user terminal 100 may include a second control module 110 , a second communication module 120 , a second input module 130 , and/or a second output module 140 .

In addition, the external server 300 may include a third control module 310 , a third communication module 320 , a third input module 330 , and/or a third output module 340 .

Also, the second user terminal 400 may include a fourth control module 410 , a fourth communication module 420 , a fourth input module 430 , and/or a fourth output module 440 .

The control modules 110 , 210 , 310 , and 410 directly/indirectly control the management server 200 and/or the user terminals 100 and 400 to implement the operations/steps/processes according to an embodiment of the present invention. can do. In addition, the control module 110 , 210 , 310 , 410 may include at least one processor, and the processor may include at least one central processing unit (CPU) and/or at least one graphics processing device (GPU). have.

In addition, the control modules 110 , 210 , 310 , and 410 control information (eg, application programming interface) based on API (Application Programming Interface), IoT (Internet of Things), IIoT (Industrial Internet of Things), and ICT (Information & Communication Technology) technologies. ; commands) and/or the like).

The communication modules 120 , 220 , 320 , and 420 transmit various data, signals, and information to the management server 200 , the first user terminal 100 , the second user terminal 400 , and/or the external server 300 , and the like. can transmit and receive. In addition, the communication modules 120 , 220 , 320 , and 420 may include a wireless communication module (eg, a cellular communication module, a short-range wireless communication module, or a global navigation satellite system (GNSS) communication module) or a wired communication module (eg, a local area network) communication module, or a power line communication module).

In addition, the communication module (120, 220, 320, 420) is a first network (eg, a short-range communication network such as Bluetooth, WiFi direct, or IrDA (Infrared Data Association)) or a second network (eg, a cellular network, the Internet, or a computer It can communicate with an external electronic device over a network (eg, a telecommunication network such as a LAN or WAN). These various types of communication modules may be integrated into one component (eg, a single chip) or may be implemented as a plurality of components (eg, multiple chips) separate from each other.

The input modules 130 , 230 , 330 , and 430 are components (eg, control modules) of the management server 200 , the first user terminal 100 , the second user terminal 400 , and/or the external server 300 . command or data to be used in the management server 200 and/or the first user terminal 100, outside the user terminal 120 (eg, the user (eg, the first user, the second user, etc.), the management server ( 200), such as an administrator). In addition, the input module (130, 230, 330, 430) is a touch recognition capable display installed in the management server 200 and / or the user terminal 120, a touch pad, a button-type recognition module, a voice recognition sensor, a microphone, a mouse, or It may include a keyboard and the like. Here, the touch recognition capable display, touch pad, and button type recognition module may recognize a touch through the user's body (eg, finger) through a pressure-sensitive and/or capacitive method.

The output modules 140 , 240 , 340 , 440 are generated by the control modules 110 , 210 , 310 , 410 of the management server 200 , the first user terminal 100 and/or the second user terminal 400 . It is a module for displaying signals (eg, voice signals), information, data, images, and/or various objects obtained through the communication module 120 , 220 , 320 , or 420 . For example, the output module may include a display, a screen, a displaying unit, a speaker and/or a light emitting device (eg, an LED lamp).

The storage module 250 stores data such as a basic program, an application program, and setting information for the operation of the management server 200 , the first user terminal 100 , and/or the user terminal 120 . In addition, the storage module 250 is a flash memory type (Flash Memory Type), a hard disk type (Hard Disk Type), a multimedia card micro type (Multimedia Card Micro Type), a card type memory (eg, SD or XD memory) etc.), magnetic memory, magnetic disk, optical disk, RAM (Random Access Memory, RAM), SRAM (Static Random Access Memory), ROM (Read-Only Memory, ROM), PROM (Programmable Read-Only Memory), EEPROM (Electrically) Erasable Programmable Read-Only Memory) may include at least one storage medium.

In addition, the storage module 250 is personal information of the advertiser (ie, the first user) using the management server 200 and/or the user terminals 100 and 400, and the personal information of the influencer (ie, the second user). information can be stored. Here, personal information includes a name, ID (identifier), password, resident registration number, street name address, phone number, mobile phone number, email address, and/or a reward generated by the management server 200 (eg, points, etc.) ) may include information indicating In addition, the control modules 110 , 210 , 310 , and 410 may perform various operations using various images, programs, contents, data, etc. stored in the storage module 250 .

3 is a flowchart illustrating a method of providing a system 1 for providing an advertisement intermediary platform according to an embodiment of the present invention to a user.

Referring to FIG. 3 , the method of the present invention may include receiving marketing request information from the first user terminal 100 ( S100 ).

The method of providing an advertisement mediation platform of the present invention may include the step of the management server 200 receiving the marketing request information from the first user terminal 100 (S100). When a first user (eg, an advertiser or a small business owner) inputs the marketing request information through the website and/or mobile app that provides the advertisement mediation platform of the present invention, the marketing request information is transferred to the management server 200 can be passed on to

The marketing request information may include, for example, marketing information desired by an advertiser (ie, a first user) corresponding to a small business, wherein the marketing information includes a marketing budget, a desired age of an influencer (eg, , teens, 20s, 30s, 40s, 50s, etc.), social media where influencers are mainly active (eg, YouTube ^TM , Twitter ^TM , Facebook ^TM , Instagram ^TM , blogs, etc.), SNS size of the influencer (for example, in the case of YouTube, the number of subscribers is 1,000 or more, 10,000 or more, and in the case of Instagram or Twitch, the number of 1,000 or more, 10,000 or more, etc. can be set); Feedback on SNS posts (eg, number of likes, comments, retweets, etc.), number of influencers to be recommended, body information of influencers (eg height, weight, gender, etc.), marketing Information indicating desired product information (eg, product brand name, category, type, price, stock, sales rate, rating, etc.) may be included.

In addition, the method of providing an advertisement mediation platform of the present invention may include calculating the marketing suitability of each influencer with reference to previously registered influencer information (S200). In this case, the marketing suitability may indicate a marketing-related suitability between the second user who is an influencer and the first user who is an advertiser. Here, the previously registered influencer information is first influencer information, and may include influencer information previously received by the management server 200 from the second user terminal 400 . The management server 200 may store the received first influencer information in the storage module 250 , respectively. The first influencer information includes a plurality of influencer information, and each of the plurality of influencer information is between a plurality of influencers corresponding to the plurality of influencer information and a first user who is an advertiser. It may include information indicating marketing suitability. Here, the user of the second user terminal 400 may correspond to an influencer.

The first influencer information may include an advertisement progress history of the corresponding influencer, personal information of the influencer, body information, information of a major active SNS account, and marketing costs (eg, posting cost). Here, the advertisement progress history refers to the number of times the influencer conducted advertisements through the advertisement intermediary platform of the present invention, the rating (evaluation), information on products sold through the advertisement intermediary platform during the advertisement period of the advertisement, etc. may include In addition, personal information of the influencer may include contact information, name, etc. The body information may include age, height, weight, and the like. In addition, the information of the main active SNS account may include the SNS account name, the number of followers or subscribers, post feedback (eg, average number of comments and views per post), post upload cycle, and the like.

The marketing suitability may indicate a matching ratio (ie, a matching degree) between the marketing request information received from the first user terminal 100 and the first influencer information. Marketing suitability may be calculated based on the influencer's age, height, gender, number of followers or subscribers, post feedback, marketing cost, and the like.

In addition, the method of providing an advertisement mediation platform of the present invention may include selecting at least one first candidate influencer from among previously registered influencers based on the calculated marketing suitability ( S300 ). The management server 200 may select at least one first candidate influencer in the order of highest marketing suitability up to three times the number of influencers to be recommended included in the marketing request information.

In addition, the method of providing an advertisement mediation platform of the present invention may include the step of the management server 200 receiving first big data information for the at least one first candidate influencer from the external server 300 . There is (S400). The first big data information may include an Internet news article, a popular cafe article, a blog article, and/or a YouTube video about the first candidate influencer. The first big data information may correspond to information about each first candidate influencer, and the name of each first candidate influencer and/or the SNS account in which the first candidate influencer is active (of name) may be included.

In addition, in the method of providing an advertisement mediation platform of the present invention, the management server 200 selects the at least one second candidate influencer based on the first big data information, and the selected at least one second The method may include transmitting second influencer information on the candidate influencer to the first user terminal 100 ( S500 ).

Meanwhile, S600 to S900 shown in FIG. 2 will be described later.

4 is a flowchart illustrating a process in which the management server selects a second candidate influencer according to an embodiment of the present invention.

Referring to FIG. 4 , in the method of providing an advertisement mediation platform of the present invention, the management server 200 searches for a filtering keyword for the first big data information (S510), and a product value based on the filtering search result Creating damage potential data and calculating a filtering score (S520), selecting the at least one second candidate influencer based on the filtering score (S530), and selecting the at least one second candidate influencer The method may further include transmitting the second influencer information for the first user terminal 100 to the first user terminal 100 ( S540 ).

Here, the filtering keywords are 'personality', 'incident', 'accident', 'tax evasion', 'litigation', 'inactivation', 'feeling of betrayal', 'false', 'change', 'fake' corresponding to preset negative words. ', 'disappointment', 'apology' and/or 'deception' may include at least one.

In addition, in relation to a method of additionally selecting a filtering keyword, the management server 200 performs advertisements for a field similar to the product to be marketed among influencers who have subscribers or followers over a certain standard from the external server 300 . It is possible to receive third big data about a similar influencer with a history.

For the third big data, the management server 200 sets a preset criterion (eg, 80%) of 'like' versus 'dislike' of posts (eg, YouTube videos) posted by the similar influencer. Searches for posts with more than one, and calculates the most used morphemes through crawling for the comments of the posts included in the third big data. As a method of granting, you can add the top 10 filtering keywords.

In one embodiment, when the SNS in which the similar influencer is mainly active is Instagram, the step of searching for the post is when the number of followers of the conventional Instagram account has decreased by more than a preset standard (eg, 20% or more). In some cases, it may include retrieving posts posted after the follower reduction has started.

In an embodiment, when the SNS that the similar influencer is mainly active on is Facebook, the step of searching for the post includes 'dislike' and/or 'sad' compared to the likes of the posts posted by the similar influencer in advance. It may include searching for posts that are higher than a criterion (eg, 80%).

As a method of searching for a filtering keyword for the first big data information, for example, the management server 200 may perform crawling to determine the number of comments including the filtering keyword. Here, when the influencer's SNS is YouTube, it is possible to determine the number of filtering keywords present in the comments of YouTube posts. The crawling may be performed using Python.

In addition, in the method of generating product value damage potential data based on the filtering search result, the product value damage potential data are the number of impressions of the filtering keyword, the URL of the post, and 'likes' when the influencer's SNS is YouTube. It may include the ratio of 'dislikes' to the ratio, the name of the influencer's account, the URL of an Internet news article with a high number of filtering keywords, a Twitter ^TM post, a Facebook ^TM post, and an Instagram ^TM post.

In addition, the management server 200 (and/or the control module 210) controls the number of impressions of filtering keywords collected under predetermined conditions, the URL of the post, the ratio of 'likes' to 'dislikes', the influencer's account name, the filtered keyword is a lot calculate internet news articles, you can set a Twitter ^TM post, Facebook ^TM post, Instagram ^TM posts possibility only goods worth corrupt data URL. for example, referred to as the predetermined condition for a predetermined period of time It may be to generate data on the possibility of damage to product value using only the collected information.

In this case, the predetermined period is, for example, if the influencer is advertising through the advertisement mediation platform of the present invention, i) the number of views of the advertisement falls more than a predetermined first threshold rate during a certain period, or ii) is found to be lower than the predetermined threshold number of hits, iii) the sales rate of the product corresponding to the advertisement is lower than the second predetermined threshold ratio, and/or iv) the refund request after purchasing the product corresponding to the advertisement It may be any period of time when the number of times becomes greater than a predetermined threshold number of times.

In addition, in the step of calculating the filtering score of the first candidate influencer, the management server 200 includes Internet news articles and cafe popular articles corresponding to the first big data information (eg, Naver ^TM , Daum ^TM , Nate ) board), blog posts, and YouTube videos can be crawled, and scores can be calculated in the order in which the most filtering keywords per post are calculated. Here, the management server 200 may calculate a filtering score for each of the first candidate influencers.

Specifically, in the case of an Internet news article, include the name of the influencer's SNS account, and the negative emotion expression ratio (for example, the ratio of 'like' to 'dislike', 'angry' and/or 'sad') ) is above a certain standard (eg, 50%) and includes at least one filtering keyword, the management server 200 determines that the higher the negative emotion expression rate, the more filtering keywords are included in the article, the more the news article A high filtering score can be given. For example, Internet news article A has a negative emotion expression ratio of 70%, includes 4 filtering keywords in the body of the news article, and Internet news article B has a negative emotion expression ratio of 50%, and the body of the article has a negative emotion expression ratio of 50%. When three filtering keywords are included in the content, the management server 200 may calculate the filtering score of the Internet news article A to be higher than the filtering score of the news article B.

In addition, in the case of a popular cafe post, if the comment of the cafe post contains at least one filtering keyword, and the number of comments including the filtering keyword is greater than or equal to a certain percentage (eg, 30%) of all comments, the management server 200 ) may calculate a filtering score based on the number of comments including the filtering keyword with respect to the corresponding post and the ratio of comments including the filtering keyword to all comments. Here, the popular cafe article may include popular articles such as Daum Cafe and Naver Cafe.

In addition, in the case of a YouTube video posted in the account of the first candidate influencer, if the ratio of likes to dislikes of the video is a certain ratio (eg, 70%) or more, the management server 200 filters the video A filtering score may be calculated based on the number of comments including the keyword, the ratio of likes to dislikes, and the ratio of comments including the filtering keyword to all comments.

In addition, in the case of Instagram posts posted from the account of the first candidate influencer, if the number of likes of the most recent post compared to the average number of likes of previous posts decreases by more than a certain percentage (for example, 20%), likes A filtering score may be calculated based on the drop rate and the number of comments including the filtering keyword and the number of comments including the filtering keyword compared to the total number of comments.

Also, in the method of calculating the filtering score for a post, the filtering score may be calculated based on the number of recommendations and the number of views of the post. Also, the maximum value of the filtering score may be 100 points.

A method of selecting at least one second candidate influencer based on the calculated filtering score will be described below in detail with reference to FIG. 5 .

4 and 5, in the method of providing an advertisement mediation platform of the present invention, the management server 200 calculates a filtering score for each first candidate influencer (S520), and the filtering score is When the preset first reference value is exceeded ( S521 ), the management server 200 may further include excluding from the second candidate influencer ( S525 ). Although the first candidate influencer for which the filtering score exceeding the first reference value is calculated is actually famous, it may be excluded from the second candidate influencer because marketing effects cannot be expected due to controversy or events.

In addition, when the filtering score is less than or equal to a preset first reference value, the method may include selecting the first candidate influencer as a second candidate influencer ( S522 ). When the filtering score is equal to or less than the first reference value, the first candidate influencer having the corresponding filtering score may correspond to an influencer capable of calculating a marketing effect greater than or equal to a predetermined standard.

In addition, in the method of providing an advertisement mediation platform of the present invention, when the filtering score is equal to or less than a first reference value and exceeds a second reference value (S523), the management server 200 determines the second candidate influencer It may include a step (S525) of transmitting the second influencer information and the product value damage possibility data to the first user terminal 100 together. When the filtering score is less than or equal to the first reference value, it may mean that a positive marketing effect is predicted. Here, the data on the possibility of damage to product value may correspond to data on the possibility of giving a negative image to buyers due to the controversy of influencers (eg, a kind of owner risk). By providing the product value damage possibility data to the first user who is the advertiser, the first user may select more efficient influencer marketing.

In addition, in the method of providing an advertisement mediation platform of the present invention, when the filtering score is equal to or less than a preset second reference value (S523), the management server 200 provides a second method for the selected second candidate influencer. The method may further include transmitting the second influencer information to the first user terminal 100 ( S526 ). Here, the second influencer information may include the contact information, name, age, number of followers of the SNS account, the number of subscribers, the average number of impressions of posts, and the like of the second candidate influencer.

The management server 200 may receive the third big data information from the external server 300 . The management server 200 may calculate the first reference value based on the third big data information based on the preset second reference value. Here, the first reference value has a larger value than the second reference value. The second reference value may correspond to a preset value (eg, 20 points). An influencer having a filtering score of less than or equal to the second reference value may correspond to an influencer with a low probability of damage to product value, although controversial. The third big data information includes the influencer's SNS account operating period, the average age (age) of the influencer's followers or subscribers, the number of subscribers or followers of the influencer, the popularity of marketing products, and the events of the influencer and accidents. Here, the popularity of the marketing product may be calculated as the number of hashtags calculated when the product name is searched with a hashtag. In addition, incidents and accidents of influencers may include illegal acts of influencers, unethical acts, simple disputes, and the like.

Also, when the number of the selected second candidate influencers is 1.5 or less the number of influencers to be recommended included in the marketing request information, the management server 200 may increase the first reference value.

Also, when the number of selected second candidate influencers is three or more times the number of influencers to be recommended, the management server 200 may lower the first reference value.

Also, when the filtering score for the first candidate influencer exceeds a preset first reference value, the management server 200 may exclude the first candidate influencer from the second candidate influencer. Meaning that the filtering score of the first candidate influencer exceeds the first reference value means that the product value is rather damaged and the brand image is damaged when the first candidate influencer performs marketing on the product. This could mean that it is high. By excluding the first candidate influencer having a filtering score exceeding the first criterion from the second candidate influencer, the advertiser can be guaranteed a certain advertising effect by getting an opportunity to select a verified influencer. .

In addition, when the filtering score for the first candidate influencer is less than or equal to a preset first reference value and exceeds the second reference value, the management server 200 converts the first candidate influencer to the second candidate influencer. can be selected In this case, the second influencer information about the selected second candidate influencer and the product value damage possibility data may be transmitted together to the first user terminal 100 . Here, the second influencer information may include personal information such as contact information, age, and name of the second candidate influencer. According to the present invention, by providing not only information of the second influencer but also data on the possibility of product value damage to the first user terminal 100 , the advertiser can intuitively determine the marketing effect.

In addition, when the filtering score for the first candidate influencer is lower than a preset second reference value, the management server 200 selects the first candidate influencer as the second candidate influencer, and selects the first candidate influencer as the second candidate influencer. The second influencer information on the 2 candidate influencers may be transmitted to the first user terminal 100 . The present invention provides advertisers with influencers that are less likely to damage product value and brand image, thereby guaranteeing a certain advertising effect to advertisers through thorough influencer verification.

In addition, in the present invention, the management server 200 transmits third influencer information indicating the final influencer selected by the user of the first user terminal 100 from among at least one second candidate influencer to the first It may include the step of receiving from the user terminal 100 (S600). The first user may select an influencer who wants to conduct marketing from among a plurality of second candidate influencers. The influencer selected here corresponds to the final influencer. When the first user selects an influencer through the first user terminal 100 , the first user terminal 100 manages the third influencer information corresponding to the final influencer information selected by the user as a management server It can be transmitted to (200).

In addition, referring to FIG. 3 , in the method of providing the advertisement mediation platform of the present invention, the management server 200 transmits a marketing request to the second user terminal 400 corresponding to the terminal of the selected final influencer, and (S600), receive marketing progress information from the second user terminal 400 (S700), receive second big data information from the external server 300 (S800), the marketing progress information and the second big data It may include generating a marketing analysis report based on the data information and transmitting the marketing analysis report to the first user terminal 100 ( S900 ).

The second user may mean a final influencer selected by the user of the first user terminal 100 . Also, the final influencer selected by the user may correspond to a plurality of influencers. The second user may select to approve or reject the request to proceed with the marketing. When the second user selects approval for the request for marketing through the second user terminal 400 and posts a post on SNS regarding marketing products, the second user terminal 400 provides information on the post (eg For example, in the case of Instagram, marketing progress information corresponding to a hashtag, photo, posting phrase, etc.) may be transmitted to the management server 200 .

The second big data information may include the latest Internet news articles about the selected final influencer, popular cafe articles, blog articles, and YouTube videos. In addition, the second big data information may include status information of the marketing post. The status information may include the number of views, the number of comments, the number of likes, the number of dislikes, the number of retweets, etc. of the posts posted by the influencer.

In addition, in the present invention, the management server 200 generates a marketing analysis report based on the marketing progress information and the second big data information, searches for a filtering keyword for the second big data information, It may include generating a product value damage possibility data based on the product and calculating a filtering score, and generating a marketing analysis report including a contract termination request when the calculated filtering score exceeds a preset first reference value. .

Here, the filtering score calculation method may be the same as the filtering score calculation method in the step of selecting at least one second candidate influencer from among the at least one first candidate influencer described above. The present invention provides a marketing analysis report including a contract termination request for an influencer who is highly likely to damage the value of the product due to many controversies and accidents, thereby preventing the product value from being damaged after marketing.

In addition, in the present invention, when the filtering score calculated by the management server 200 for the final influencer is less than or equal to a preset first reference value and exceeds the second reference value, marketing including the generated product value damage possibility data providing an analysis report.

The present invention can help a user to make a correct choice for an influencer with a possibility of product value damage by generating and providing data on the possibility of damage to the product value to the first user terminal 100 .

In addition, the management server 200 may receive information about the content posted by the final influencer from the external server 300 . The management server 200 may generate a marketing analysis report based on information about the content. Here, the marketing analysis report may include the ranking status of the content posted by the final influencer. Priority status of the content is exposed to rank on the real-time content that SNS (eg, Instagram ^TM, YouTube ^TM, Facebook ^TM, etc.), products sold in the store position, product sales cumulative rankings, maps app in the store ( For example, it may include ^{a store exposure ranking on Kakao Map TM} , Google Map ^TM , Naver Map ^TM, etc.) and/or a cumulative store exposure ranking on a map application.

According to the present invention, the first user (eg, product seller, advertiser, small business owner, etc.) can check the ranking of contents as described above, thereby helping the user to decide whether to proceed with additional marketing. In addition, the user can check the effect of marketing on the product in real time.

Also, the management server 200 may extract a keyword (ie, a product information keyword) related to product information to be marketed based on the marketing request information received from the first user terminal 100 . Next, the management server 200 may transmit the extracted keyword to the external server 300 and receive fourth influencer information related to the extracted keyword from the external server 300 .

The fourth influencer information may include a specification of a popular influencer having a high rank (eg, within 50, etc.) on an online platform for the keyword and content information of the influencer. The specification of the influencer may include the influencer's ID, activity period, name, and the like. The content information may include likes, views, impressions, and rankings of posts posted by the popular influencer.

The management server 200 may generate a marketing analysis report including the fourth influencer information and transmit it to the first user terminal. The management server provides the first user (eg, advertiser, small business, etc.) the specifications of the content and the popular influencer exposed to the top, so that the first user can analyze the contents and the specifications of the influencer that are exposed to the top. By doing so, it is possible for the first user to select an influencer having a certain marketing effect in relation to product marketing.

The embodiments of the present invention disclosed in the present specification and drawings are merely provided for specific examples in order to easily explain the technical contents of the present invention and help the understanding of the present invention, and are not intended to limit the scope of the present invention. That is, it will be apparent to those of ordinary skill in the art to which the present invention pertains that other modifications can be implemented based on the technical idea of the present invention. In addition, each of the above embodiments may be operated in combination with each other as needed. For example, all embodiments of the present invention may be partially combined with each other by the system 1 , the management server 200 , the first user terminal 100 , the second user terminal 400 and/or the external server 300 , etc. can be implemented.

In addition, the method of controlling the system 1, the management server 200, the first user terminal 100, the second user terminal 400, and/or the external server 300 according to the present invention, etc., various computer means It may be implemented in the form of a program instruction that can be executed through a computer readable medium.

As such, various embodiments of the present invention may be embodied as computer readable code on a computer readable recording medium in a particular aspect. A computer readable recording medium is any data storage device capable of storing data that can be read by a computer system. Examples of computer readable recording media include read only memory (ROM), random access memory (RAM), and compact disk-read only memory (CD-ROM). ), magnetic tapes, floppy disks, optical data storage devices, and carrier waves (such as data transmission over the Internet). The computer readable recording medium may also be distributed over network coupled computer systems, so that the computer readable code is stored and executed in a distributed fashion. In addition, functional programs, codes, and code segments for achieving various embodiments of the present invention may be easily interpreted by programmers skilled in the field to which the present invention is applied.

In addition, it will be appreciated that the apparatus and method according to various embodiments of the present invention can be realized in the form of hardware, software, or a combination of hardware and software. Such software may include, for example, a volatile or non-volatile storage device such as a ROM, or a memory such as, for example, RAM, a memory chip, device or integrated circuit, whether erasable or rewritable, or For example, the storage medium may be stored in an optically or magnetically recordable storage medium such as a compact disk (CD), DVD, magnetic disk or magnetic tape, and at the same time, a machine (eg, computer) readable storage medium. The method according to various embodiments of the present invention may be implemented by a computer or mobile terminal including a control unit (ie, control modules 110, 210, 310, 410) and a memory (ie, storage module 250). It will be appreciated that such a memory is an example of a machine-readable storage medium suitable for storing a program or programs including instructions for implementing embodiments of the present invention.

Accordingly, the present invention includes a program including code for implementing the apparatus or method described in the claims of the present specification, and a machine (computer, etc.) readable storage medium storing the program. Also, such a program may be transmitted electronically through any medium such as a communication signal transmitted through a wired or wireless connection, and the present invention suitably includes the equivalent thereof.

The embodiments of the present invention disclosed in the present specification and drawings are merely provided for specific examples to easily explain the technical content of the present invention and help the understanding of the present invention, and are not intended to limit the scope of the present invention. In addition, the above-described embodiments according to the present invention are merely exemplary, and it will be understood by those skilled in the art that various modifications and equivalent ranges of embodiments are possible therefrom. Accordingly, the true technical protection scope of the present invention should be defined by the following claims.

Claims (5)

A system for an online platform that provides an advertisement brokerage service, the system comprising:
a first user terminal; management server; external server; and a second user terminal; including,
The management server is:
Receive marketing request information indicating the type of product to be marketed, marketing cost, and period through the online platform from the first user terminal,
Calculating the marketing suitability of each of the plurality of influencers by referring to the first influencer information for a plurality of previously registered influencers,
Selecting at least one first candidate influencer from among the plurality of previously registered influencers based on the marketing suitability;
receiving first big data information about the at least one first candidate influencer from the external server;
selecting at least one second candidate influencer from among the at least one first candidate influencer based on the first big data information;
transmitting second influencer information on the selected at least one second candidate influencer to the first user terminal;
receiving third influencer information indicating a final influencer selected by a user of the first user terminal from among the at least one second candidate influencer from the first user terminal;
transmitting a marketing request to a second user terminal corresponding to the terminal of the selected final influencer;
Receive marketing progress information from the second user terminal,
receiving second big data information from the external server;
generate a marketing analysis report based on the marketing progress information and the second big data information;
Delivering the marketing analysis report to the first user terminal,
The management server is:
Receive third big data about similar influencers who have a history of performing advertisements in a field similar to a product to be marketed through the online platform,
In the third big data, check the posts in which the ratio of 'likes' to 'dislikes' of the posts posted by each of the similar influencers is equal to or greater than a preset standard,
Identifying at least one morpheme most frequently written through crawling with respect to the confirmed post,
Filtering keywords are set using keywords corresponding to the at least one morpheme, wherein the filtering keywords are 'incident', 'accident', 'tax evasion', 'litigation', 'inactivation', 'feeling of betrayal', 'false', contains at least one of 'deception' among 'change', 'fake', 'disappointment', 'apology', and
Searching for the filtering keyword for the first big data information,
Based on the result of searching for the filtering keyword, generating data on the possibility of damage to product value and calculating a filtering score,
selecting the at least one second candidate influencer based on the filtering score;
When the filtering score exceeds a preset first reference value, controlling to exclude from the at least one second candidate influencer,
When the filtering score is less than or equal to a preset first reference value and exceeds a second reference value, the at least one second candidate influencer is selected, and a second influencer for the selected second candidate influencer Transmitting the information and the data on the possibility of damage to the product value together to the first user terminal,
When the filtering score is less than or equal to a preset second reference value, the at least one second candidate influencer is selected, and second influencer information on the selected second candidate influencer is transmitted to the first user terminal. to do, system.
delete delete According to claim 1,
The system, wherein the management server calculates the filtering score by using the number of views, the number of comments, and the number of likes of the filtered search result retrieved from the first big data information using the filtering keyword.
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