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Advertisement material quality measuring method and system

A material and advertising technology, applied in the measurement method and system field of the quality of the advertising material, can solve the problem of inaccurate quality of the advertising material, and achieve the effect of accurate quality

Pending Publication Date: 2016-08-03
ALIBABA (CHINA) CO LTD
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0007] In view of this, the present invention provides a method and system for measuring the quality of advertising materials, which solves the inaccurate problem of measuring the quality of advertising materials through the click-through rate of advertisements

Method used

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  • Advertisement material quality measuring method and system
  • Advertisement material quality measuring method and system
  • Advertisement material quality measuring method and system

Examples

Experimental program
Comparison scheme
Effect test

Embodiment 1

[0052] like figure 1 As shown, it is a schematic flow chart of an embodiment of the method for measuring the quality of advertising materials in the present invention. In this embodiment, for each creative material, the click-through rate of the creative material and the click-through rate obtained according to the factors affecting the click-through rate of the creative material are used to obtain the natural factor click-through rate for measuring the quality of the creative material. Accurate measurement parameters for creatives. The method for measuring the creative quality in this embodiment includes the following steps:

[0053] Step 101, obtaining the influencing factors affecting the click-through rate of the creative and sorting them according to the importance of the influence.

[0054] The click-through rate after the creative is delivered directly cannot accurately reflect the quality of the creative, because there are other factors that affect the click-through ...

Embodiment 2

[0063] like figure 2 As shown, it is an optional embodiment of the method for measuring the quality of the advertising material described in the embodiment of the present invention. Compared with the flow in the embodiment shown in Embodiment 1, this embodiment optionally describes the process of determining the click-through rate and average click-through rate of the advertising material. The method described in this embodiment includes the following steps:

[0064] Step 201 , acquiring the influencing factors affecting the click-through rate of the creative and sorting them according to the importance of the influence.

[0065] Preferably, the selection range of the influencing factors of the click-through rate of the creative material at least includes: advertisement position, device type, operating system type, browser type and channel information.

[0066] Step 202: Determine the historical delivery cycle of the creative, and acquire the number of clicks and display co...

Embodiment 3

[0075] This embodiment shows an optional embodiment of a method for measuring the quality of creative materials in the invention. In this embodiment, four creative materials a, b, c, and d are selected to measure the quality of their creative materials respectively, as follows:

[0076] The two creatives a and b have been placed on ad slots 1 and 2 respectively from 2 days ago. At this time, the quality measurement of these two creatives only considers the influence of the ad slot, the statistics of a and b b. Advertisement placement and click data of the two advertising slots in the past 30 days, and calculate the historical average click-through rate of the two advertising slots. The results are shown in the following table:

[0077] Table 1, 1, 2 advertising position statistics in the past 30 days

[0078]

[0079] Count the data of creatives a and b in ad slots 1 and 2 in the past 2 days, as shown in the table below:

[0080] Table 2, a and b advertising creative histo...

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Abstract

The invention discloses an advertisement material quality measuring method and system. The method comprises that influential factors which influence the clicking rate of an advertisement material are obtained and ordered according to the influence importance degree; the clicking rate of the advertisement material is obtained according to the ratio of the clicking number of the advertisement material to the display number of the advertisement material; a proper amount of influential factors is selected according to the order, and the clicking number and the display number of the advertisement material in the selected influential factors are obtained; the ratio of the total clicking number to the total display number of the advertisement material in the selected influential factors is used to obtain the average clicking rate of the advertisement material in the influential factors; and the natural factor clicking rate which measures the quality of the advertisement material is obtained according to a ratio of the clicking rate to the average clicking rate of the advertisement material. Thus, the quality of the advertisement material can be measured accurately.

Description

technical field [0001] The invention relates to the technical field of advertising data processing, and relates to a method and system for measuring the quality of advertising materials. Background technique [0002] Publishing advertisements on online media to display products has become a common method for merchants. Displaying products through online media can achieve better product marketing effects, and the quality of the displayed advertising materials is another factor that affects the effectiveness of advertising. An important factor, the placement of good-quality advertising materials can make consumers have a good impression of the advertised product, which is conducive to the marketing of the product. [0003] The current form of advertising delivery is: the advertiser prepares the advertising material, uploads it to the advertising delivery platform, and after being screened and processed by the advertising delivery platform, it is integrated into the online medi...

Claims

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Application Information

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IPC IPC(8): G06Q30/02
CPCG06Q30/0245G06Q30/0254G06Q30/0256G06Q30/0277
Inventor 雷龙艳章岑杨田周盛潘柏宇王冀
Owner ALIBABA (CHINA) CO LTD
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