Activity advertisement creative generation method

Abstract

The invention belongs to the technical field of advertisement creativity, and discloses an activity advertisement creativity generation method, which specifically comprises the following steps of: 1, building an advertisement position style specification library, and maintaining all specifications of card styles of advertisement positions required to be put by a business system; according to the scheme, the generation efficiency of the advertisement creativity can be improved, personalized generation of the creativity is realized, the click rate and the conversion rate of the advertisement are improved, meanwhile, a creativity management function is provided, a user can conveniently manage and maintain the creativity, a business side constructs own basic services and creates own creativity generation tools, a creativity generation link is shortened, and the user experience is improved. External dependence and communication cost are reduced, creativity generation is more efficient, the system is more convenient to maintain, generation of personalized creativity of different crowds is supported, and creativity of thousands of people is achieved, creativity seen by different crowds is different, the effect is better, advertisement putting effect data are collected and fed back, and a high-quality creativity template is selected.

Description

Technical Field

[0001] The invention belongs to the technical field of advertising creativity, and in particular relates to a method for generating activity advertising creativity. Background Art

[0002] Advertising, as the name suggests, is to make something known to the general public. Non-economic advertising refers to advertising that is not for profit-making purposes, such as government announcements, notices and statements in culture, municipal administration, social groups, etc.

[0003] Internet advertising creative materials refer to various visual and audio elements used in Internet advertising, including pictures, icons, buttons, backgrounds, music, etc. These materials are important components of advertising and are used to attract user attention, guide user operations and strengthen brand image. Internet advertising creative materials come in a variety of forms and can be selected according to the purpose of the advertisement and the different media platforms. Usually, these creatives are generated by programs and made into a product for advertisers. Through the automatic generation and management of creatives by system programs, advertisers can reduce the manpower cost of creating and managing creatives, improve the delivery effect of advertising plans, and automatically explore materials. However, there are some problems in the existing advertising creative generation schemes. There are some problems, such as low creative generation efficiency, insufficient creative personalization, and difficult creative management. In actual applications, there are usually multiple ad slots that need to be placed. If they are all generated and maintained manually, it will definitely not be able to meet the massive creative needs of advertising. For example, a car series advertising card position needs to display a 20 to 40-word advertising copy and configure a car series picture that matches the ad slot. We need to generate it according to certain rules and obtain the car series picture that matches the ad position. Therefore, we need to explore and provide a way to achieve this creative generation. The ultimate goal is to improve the efficiency of advertising creative generation, increase creative personalization, and simplify creative management, so it needs to be improved. Summary of the invention

[0004] The purpose of the present invention is to provide a method for generating campaign advertisement creative ideas to solve the problems raised in the above-mentioned background technology.

[0005] In order to achieve the above-mentioned purpose, the present invention provides the following technical solution: a method for generating activity advertisement creativity, the specific steps of which are as follows:

[0006] Step 1: Build an ad position style specification library to maintain all the card style specifications of the ad positions that the business system needs to place. The card styles of different ad positions are fixed. It is necessary to define whether different card positions need to display text or pictures. Assuming that a card position requires a text and a car picture, then the word limit of the text and the format and size of the picture must be defined here;

[0007] Step 2: Build a basic template library for advertising copy. All text creatives are generated based on this template. The template can be associated with different crowd package definitions and different advertising positions, and supports manual maintenance and updates.

[0008] For example, a template is "{car} surprise is coming, {pi ngj ia|xi ngrong|pei zh i}, worth a look!", where car, pingj ia, xi ngrong, pei zh i are all element words of the template. The business system replaces the element words with the template matched to generate the corresponding copy;

[0009] Step 3: Build a car series picture library. Different sizes of pictures are required for different advertising card positions, such as 400X300, pictures of different positions of the car series, etc.;

[0010] Step 4: The business system maintains basic information for specific car series advertisements, such as creating activity advertisement delivery plans, delivery time, region, delivery channels, etc., and creates basic car series information, such as car series description words, car series discounts, delivery crowd packages, etc. In addition to the normal delivery process, this information also constitutes a data element library for matching templates, which can be used to match templates to generate creatives;

[0011] Step 5: The business system uses the creative generation tool to call the basic service library, generate creative ideas and return them to the business system for processing. In short, this creative generation tool is an efficient text template matching tool and image acquisition tool. For example, a template such as "{car} surprise is coming, {pi ngj ia|xi ngrong|pei zh i}, worth a look!" can quickly generate text title copy that meets the requirements, such as "BMW surprise is coming, the interior design is luxurious and atmospheric, worth a look!";

[0012] Step 6: The business system sends the generated creative ideas to the downstream according to the business logic, and the downstream will display these creative ideas;

[0013] Step 7: The downstream collects the effects and feeds back to the business side. The creative generation tool can optimize the templates based on the quality of the effects. For example, if some templates generate more creative exposure and clicks, the templates with better matching effects will be optimized to generate creatives. This completes a closed loop of creative generation.

[0014] Preferably, the construction of the advertisement style specification library described in step 1 needs to be dimensioned, and the construction of the advertisement style specification library should use styles of uniform specifications.

[0015] Preferably, the construction of the basic template library for advertising copywriting described in step 2 needs to save the template in real time when it is being constructed, and the construction of the basic template for advertising copywriting needs to be adapted and unified with the requirements of the advertisement.

[0016] Preferably, the car series picture library constructed in step 3 needs to be constructed according to the size of the pictures, and the sizes of the pictures on the same template in the car series picture library should be the same.

[0017] Preferably, the step 4 of creating the basic information of the vehicle series needs to describe the specific information of the vehicle series, and the creation of the basic information of the vehicle series should not be too complicated and should not contain too many words.

[0018] Preferably, the business system described in step five needs to be creative based on actual conditions and in line with reality through the creative generation tool, and the business system through the creative generation tool cannot be too exaggerated.

[0019] Preferably, the placement and display described in step 6 needs to be placed little by little and step by step, and the placement and display needs to stay for a period of time to allow visitors to have time to watch it all.

[0020] Preferably, the effect collection described in step seven needs to pay more attention to the time visitors spend viewing an advertisement, and the effect collection also needs to be collected in various aspects.

[0021] Preferably, the template optimization described in step seven can directly discard creatives with low click volumes, and the template optimization can also modify creatives with medium click volumes.

[0022] The beneficial effects of the present invention are as follows:

[0023] This solution provides a method to improve the efficiency of generating advertising creatives, realize personalized generation of creatives, and improve the click-through rate and conversion rate of advertisements. At the same time, it provides creative management functions to facilitate users to manage and maintain creatives. The business side builds its own basic services, creates its own creative generation tools, shortens the creative generation link, reduces external dependence and communication costs, generates creatives more efficiently, and makes the system easier to maintain. It supports the generation of personalized creatives for different groups of people, realizes that creatives are different for different groups, and the effects are better. It collects and feedbacks the data on the effect of advertising, selects high-quality creative templates, and templates with higher exposure and conversion rates have a greater chance of being used. At the same time, it can also discard and improve according to the click volume of the creatives, maximize the use of creatives, and achieve material optimization. BRIEF DESCRIPTION OF THE DRAWINGS

[0024] Figure 1 It is a flowchart of the present invention. DETAILED DESCRIPTION

[0025] The following will be combined with the drawings in the embodiments of the present invention to clearly and completely describe the technical solutions in the embodiments of the present invention. Obviously, the described embodiments are only part of the embodiments of the present invention, not all of the embodiments. Based on the embodiments of the present invention, all other embodiments obtained by ordinary technicians in this field without creative work are within the scope of protection of the present invention.

[0026] like Figure 1 As shown, an embodiment of the present invention provides a method for generating activity advertisement creativity, and the specific steps are as follows:

[0027] Step 1: Build an ad position style specification library to maintain all the card style specifications of the ad positions that the business system needs to place. The card styles of different ad positions are fixed. It is necessary to define whether different card positions need to display text or pictures. Assuming that a card position requires a text and a car picture, then the word limit of the text and the format and size of the picture must be defined here;

[0028] Step 2: Build a basic template library for advertising copy. All text creatives are generated based on this template. The template can be associated with different crowd package definitions and different advertising positions, and supports manual maintenance and updates.

[0029] For example, a template is "{car} surprise is coming, {pi ngj ia|xi ngrong|pei zh i}, worth a look!", where car, pingj ia, xi ngrong, pei zh i are all element words of the template. The business system replaces the element words with the template matched to generate the corresponding copy;

[0030] Step 3: Build a car series picture library. Different sizes of pictures are required for different advertising card positions, such as 400X300, pictures of different positions of the car series, etc.;

[0031] Step 4: The business system maintains basic information for specific car series advertisements, such as creating activity advertisement delivery plans, delivery time, region, delivery channels, etc., and creates basic car series information, such as car series description words, car series discounts, delivery crowd packages, etc. In addition to the normal delivery process, this information also constitutes a data element library for matching templates, which can be used to match templates to generate creatives;

[0032] Step 5: The business system uses the creative generation tool to call the basic service library, generate creative ideas and return them to the business system for processing. In short, this creative generation tool is an efficient text template matching tool and image acquisition tool. For example, a template such as "{car} surprise is coming, {pi ngj ia|xi ngrong|pei zh i}, worth a look!" can quickly generate text title copy that meets the requirements, such as "BMW surprise is coming, the interior design is luxurious and atmospheric, worth a look!";

[0033] Step 6: The business system sends the generated creative ideas to the downstream according to the business logic, and the downstream will display these creative ideas;

[0034] Step 7: The downstream collects the effects and feeds back to the business side. The creative generation tool can optimize the templates based on the quality of the effects. For example, if some templates generate more creative exposure and clicks, the templates with better matching effects will be optimized to generate creatives. This completes a closed loop of creative generation.

[0035] First, the operator can determine the template according to the position where the text and pictures need to be placed. At the same time, the operator needs to determine the number of words in the text before selecting the template, so that the template and text look more coordinated. At the same time, the operator needs to place the pictures on the template of the same size, so that the template and pictures look more integrated and not abrupt. At the same time, the business system needs to put basic information on the advertisement. Then the operator can use the creative generation tool to retrieve the creative from the basic service library. At this time, the creative can be released and displayed. When the click volume of a certain creative is very high, the use of the creative can be strengthened.

[0036] Among them, step one of building an advertising style specification library requires dimension marking, and building an advertising style specification library should use styles of uniform specifications.

[0037] Marking the size of the ad can help you understand the ad size directly, and using a uniform style can make the ad look more standardized overall.

[0038] Among them, the step 2 of building a basic template library for advertising copy needs to save the template in real time during construction, and the construction of the basic template for advertising copy needs to be adapted and unified with the needs of the advertisement.

[0039] When operators are building advertising templates, freezes or crashes may occur occasionally. In this case, operators can save the advertising templates in real time to prevent the loss of the templates and the content inside them.

[0040] Among them, step three of building a car series picture library needs to be built according to the size of the pictures. The size of the pictures on the same template should be the same when building a car series picture library.

[0041] The operator can build the template only after confirming the size of the picture, so that the size of the template and the picture can be consistent. When the picture on the template is consistent with the size of the template, the overall template will look more beautiful.

[0042] Among them, step 4 of creating the basic information of the car series requires describing the specific information of the car series. At the same time, the creation of the basic information of the car series should not be too complicated and should not contain too many words.

[0043] The operator can make the entire car series easier to understand by describing the specific information, but when there are too many words or the content is too complicated, readers or visitors will seem to skip or find it annoying to read.

[0044] Among them, the business system in step five needs to use the creative generation tool to come up with ideas based on actual conditions and in line with reality. The business system cannot be too exaggerated through the creative generation tool.

[0045] Operators generate creative ideas based on actual conditions and in line with reality, which can make people look more friendly and closer to life when visiting.

[0046] Among them, the display in step six needs to be put out little by little and step by step, and it needs to stay for a period of time to allow visitors to have time to watch it all.

[0047] When the operator displays the advertisement too quickly, visitors will not be able to gain a deep understanding of the advertisement. At the same time, the operator needs to keep the advertisement on for a certain period of time so that visitors have enough time to read and understand the advertisement, so that visitors can have a deep impression of the advertisement.

[0048] Among them, the effect collection in step seven needs to pay more attention to the time visitors spend viewing an advertisement, and the effect collection also needs to be collected in various aspects.

[0049] Visiting time can directly reflect the effect of an advertisement, and collecting other aspects of the effect can also make the overall collection effect more comprehensive.

[0050] Among them, the template optimization in step seven can directly discard the creative ideas with low click volume, and the template optimization can also modify the creative ideas with medium click volume.

[0051] When the creative is too low, the operator can directly discard the creative, so as to increase the click volume of other ads with higher creative. For creatives with medium click volume, the operator can modify it and then test the click volume of the creative again.

[0052] It should be noted that, in this article, relational terms such as first and second, etc. are only used to distinguish one entity or operation from another entity or operation, and do not necessarily require or imply any such actual relationship or order between these entities or operations. Moreover, the terms "include", "comprise" or any other variants thereof are intended to cover non-exclusive inclusion, so that a process, method, article or device including a series of elements includes not only those elements, but also other elements not explicitly listed, or also includes elements inherent to such process, method, article or device.

[0053] Although embodiments of the present invention have been shown and described, it will be appreciated by those skilled in the art that various changes, modifications, substitutions and variations may be made to the embodiments without departing from the principles and spirit of the present invention, and that the scope of the present invention is defined by the appended claims and their equivalents.

Claims

1. A method for generating activity advertisement creativity, characterized in that: The specific steps are as follows: Step 1: Build an ad position style specification library to maintain all the card style specifications of the ad positions that the business system needs to place. The card styles of different ad positions are fixed. It is necessary to define whether different card positions need to display text or pictures. Assuming that a card position requires a text and a car picture, then the word limit of the text and the format and size of the picture must be defined here; Step 2: Build a basic template library for advertising copy. All text creatives are generated based on this template. The template can be associated with different crowd package definitions and different advertising positions, and supports manual maintenance and updates. For example, a template is "{car} surprise is coming, {pingjia|xingrong|peizhi}, worth a look!", where car, pingjia, xingrong, and peizhi are all element words of the template. The business system replaces the element words with the template matched to generate the corresponding copy; Step 3: Build a car series picture library. Different sizes of pictures are required for different advertising card positions, such as 400X300, pictures of different positions of the car series, etc.; Step 4: The business system maintains basic information for specific car series advertisements, such as creating activity advertisement delivery plans, delivery time, region, delivery channels, etc., and creates basic car series information, such as car series description words, car series discounts, delivery crowd packages, etc. In addition to the normal delivery process, this information also constitutes a data element library for matching templates, which can be used to match templates to generate creatives; Step 5: The business system uses the creative generation tool to call the basic service library, generate creative ideas and return them to the business system for processing. In short, this creative generation tool is an efficient text template matching tool and image acquisition tool. For example, a template such as "{car} surprise is coming, {pingjia|xingrong|peizhi}, worth a look!" can quickly generate text title copy that meets the requirements, such as "BMW surprise is coming, the interior design is luxurious and atmospheric, worth a look!"; Step 6: The business system sends the generated creative ideas to the downstream according to the business logic, and the downstream will display these creative ideas; Step 7: The downstream collects the effects and feeds back to the business side. The creative generation tool can optimize the templates based on the quality of the effects. For example, if some templates generate more creative exposure and clicks, the templates with better matching effects will be optimized to generate creatives. This completes a closed loop of creative generation.

2. The method for generating activity advertisement creative ideas according to claim 1, characterized in that: The construction of the advertisement style specification library described in step 1 needs to mark the size, and the construction of the advertisement style specification library should use styles of uniform specifications.

3. The method for generating activity advertisement creative ideas according to claim 1, characterized in that: The step 2 of constructing the basic template library for advertising copywriting needs to save the template in real time when constructing it, and the basic template for advertising copywriting needs to be adapted and unified with the needs of the advertisement.

4. The method for generating activity advertisement creative ideas according to claim 1, characterized in that: The car series picture library described in step 3 needs to be built according to the size of the pictures. The sizes of the pictures on the same template in the car series picture library should be the same.

5. The method for generating activity advertisement creative ideas according to claim 1, characterized in that: The step 4 of creating the basic information of the vehicle series requires describing the specific information of the vehicle series. The basic information of the vehicle series should not be too complicated and should not contain too many words.

6. The method for generating activity advertisement creative ideas according to claim 1, characterized in that: The business system described in step five needs to be creative based on actual conditions and in line with reality through the creative generation tool, and the business system through the creative generation tool cannot be too exaggerated.

7. The method for generating activity advertisement creative ideas according to claim 1, characterized in that: The display described in step six needs to be displayed little by little, and the display needs to stay for a period of time to allow visitors to have time to watch it all.

8. The method for generating activity advertisement creative ideas according to claim 1, characterized in that: The effect collection described in step seven requires that visitors pay more attention to the time they spend viewing an advertisement, and the effect collection also needs to be conducted in terms of various effects.

9. The method for generating activity advertisement creative ideas according to claim 1, characterized in that: The template optimization described in step seven can directly discard creative ideas with low click volumes, and the template optimization can also modify creative ideas with medium click volumes.

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