Vehicle body advertisement delivery route selection method and device, electronic equipment and storage medium

Abstract

The application provides a vehicle body advertisement delivery route selection method and device, electronic equipment and a storage medium. The method includes the following steps: performing gridization on a delivery area of a vehicle body advertisement to obtain a first grid, and determining a weight of each sub-grid in the first grid; counting a first array, the first array including an exposure frequency of the vehicle body advertisement on each line in the delivery area to each sub-grid in the first grid; determining an exposure frequency threshold of the vehicle body advertisement according to a delivery requirement of the vehicle body advertisement; constructing a delivery route selection model according to the weight of each sub-grid, the first array and the exposure frequency threshold; and selecting a line corresponding to the best delivery effect under the constraint condition of the exposure frequency threshold as a delivery route through the delivery route selection model. Through the delivery route selection model, the line corresponding to the best delivery effect can be selected as the delivery route. Invalid delivery can be reduced, and the advertisement delivery effect can be ensured.

Description

TECHNICAL FIELD

[0001] The present application relates to the field of artificial intelligence and big data, and particularly relates to a vehicle body advertisement delivery route selection method and device, an electronic device and a storage medium. BACKGROUND

[0002] With the development of society, in order to establish an image, promote products, and introduce their products and services to the public, most industries adopt media and outdoor advertising to "advertise widely"; in particular, vehicle body mobile advertising is one of the means for many businesses to compete for advertising. Vehicle body mobile advertising has greater mobility, can attract the attention of many consumers, and can achieve good advertising effects.

[0003] One of the most critical contents in a vehicle body advertisement delivery scheme is to select an advertisement delivery route. However, the routes in each region of a city are complex and diverse, and how to select the best advertisement delivery route is a major problem faced by advertisers. At present, the method commonly used in vehicle-mounted advertisement delivery schemes is to manually select a delivery route based on experience or reference to historical delivery schemes, which is a single method and cannot guarantee the delivery effect. SUMMARY

[0004] The main purpose of the embodiments of the present application is to provide a vehicle body advertisement delivery route selection method, device, electronic device and storage medium. The purpose is to select a suitable advertisement delivery route according to the number of target audiences of a vehicle body advertisement, the exposure times of the vehicle body advertisement on the delivery area route, and the exposure time threshold, effectively reduce invalid delivery, and ensure the advertisement delivery effect.

[0005] To achieve the above purpose, a first aspect of the embodiments of the present application provides a vehicle body advertisement delivery route selection method, which comprises:

[0006] Griding a delivery area of a vehicle body advertisement to obtain a first grid, and determining a weight of each sub-grid in the first grid, wherein the weight of the sub-grid is positively correlated with the number of target audiences interested in the vehicle body advertisement in the sub-grid;

[0007] Statistically obtaining a first array, wherein the first array comprises the exposure times of the vehicle body advertisement on each route in the delivery area to each sub-grid in the first grid;

[0008] According to the delivery demand of the vehicle body advertisement, determining an exposure time threshold of the vehicle body advertisement;

[0009] According to the weight of each sub-grid, the first array and the exposure time threshold, constructing a delivery route selection model;

[0010] The line selection model is used to select a line corresponding to the best delivery effect that meets the exposure threshold constraint as the delivery line.

[0011] In some embodiments, the delivery area of the vehicle body advertisement is gridded, and a weight of each sub-grid is determined, including:

[0012] According to the delivery area of the vehicle body advertisement, a line trajectory in the delivery area is determined;

[0013] The line trajectory is gridded to obtain a first grid;

[0014] A weight of each sub-grid in the first grid is determined, and the weight of the sub-grid is positively correlated with a number of target audiences in the sub-grid who are interested in the vehicle body advertisement.

[0015] In some embodiments, the weight of each sub-grid in the first grid is determined, including:

[0016] According to the use data of the mobile data flow of the target object, interest preference information of the target object is obtained;

[0017] A target audience interested in the vehicle body advertisement is determined, and the target audience is all target objects whose interest preference information matches theme information of the vehicle body advertisement;

[0018] According to mobile signaling data of the target audience, location information of the target audience is obtained;

[0019] According to the location information of the target audience, a weight of each sub-grid in the first grid is determined.

[0020] In some embodiments, the first array is counted, including:

[0021] GPS data and a running schedule of an advertisement vehicle on each line are obtained;

[0022] According to the GPS data and the running schedule of the advertisement vehicle, a running number of the advertisement vehicle on each line is determined;

[0023] The running number of the advertisement vehicle on each line is obtained as an exposure number of the vehicle body advertisement to each sub-grid in the first grid.

[0024] In some embodiments, according to the weight of each sub-grid, the first array and the exposure threshold, a delivery line selection model is constructed, including:

[0025] A number of to-be-delivered lines is determined;

[0026] determine a total number of exposures of the vehicle body advertisement in each sub-grid in the first grid according to the number of to-be-launched lines and the first array;

[0027] construct a launching line selection model according to the weight of each sub-grid, the total number of exposures of the vehicle body advertisement in each sub-grid in the first grid and the threshold of the number of exposures.

[0028] In some embodiments, an expression of the constructed launching line selection model is:

[0029]

[0030] The constraint conditions include:

[0031]

[0032]

[0033]

[0034]

[0035]

[0036] In the formula, j represents a sub-grid, J represents a first grid, h represents a weight of the sub-grid j, Z represents a total number of exposures of the vehicle body advertisement in the sub-grid j, k represents a to-be-launched line, K represents a set of to-be-launched lines, N represents a set of lines passing through the sub-grid j, λ represents a number of times of running of an advertisement-carrying vehicle on the line k, x represents a variable, MaxEx represents a threshold of the number of exposures, and p represents a number of to-be-launched lines. j j j k k

[0037] In some embodiments, the selecting, by the launching line selection model, a line corresponding to an optimal launching effect under the constraint condition of the threshold of the number of exposures as a launching line includes:

[0038] maximizing a launching effect of the launching line selection model under the constraint condition of the threshold of the number of exposures to obtain a launching line scheme of the optimal launching effect;

[0039] selecting a line in the launching line scheme as a launching line.

[0040] To achieve the above object, a second aspect of an embodiment of the present application provides a vehicle body advertisement launching line selection device, which comprises:

[0041] ​​​​​a meshing module, configured to mesh a delivery area of a vehicle body advertisement to obtain a first mesh, and determine a weight of each sub-mesh in the first mesh, the weight of the sub-mesh being positively correlated with a number of target audiences in the sub-mesh who are interested in the vehicle body advertisement;

[0042] a statistics module, configured to count a first array, the first array including a number of exposures of the vehicle body advertisement on each line of the delivery area to each sub-mesh in the first mesh;

[0043] a determination module, configured to determine an exposure threshold of the vehicle body advertisement according to a delivery requirement of the vehicle body advertisement;

[0044] a construction module, configured to construct a delivery line selection model according to the weight of each sub-mesh, the first array and the exposure threshold;

[0045] a selection module, configured to select, by the delivery line selection model, a line corresponding to a best delivery effect under a constraint condition of the exposure threshold as a delivery line.

[0046] To achieve the above object, a third aspect of embodiments of the present application provides an electronic device, which comprises a memory and a processor, the memory stores a computer program, and the processor implements the method of the first aspect when executing the computer program.

[0047] To achieve the above object, a fourth aspect of embodiments of the present application provides a computer readable storage medium, which stores a computer program, and the computer program is executed by a processor to implement the method of the first aspect.

[0048] This application proposes a method, apparatus, electronic device, and storage medium for selecting vehicle advertising placement routes. The method involves gridding the vehicle advertising placement area to obtain a first grid, and determining the weight of each sub-grid within the first grid. The sub-grid weight is positively correlated with the number of target audience members interested in the vehicle advertising within the sub-grid. A first array is compiled, including the number of times the vehicle advertising on each route in the placement area is exposed to each sub-grid in the first grid. An exposure threshold for the vehicle advertising is determined based on the placement requirements. A placement route selection model is constructed based on the weight of each sub-grid, the first array, and the exposure threshold. The placement route selection model selects the route corresponding to the optimal placement effect under the exposure threshold constraint. By obtaining the number of target audience members interested in the vehicle advertising and the exposure frequency of the vehicle advertising on the route, a placement route selection model is constructed. Then, the placement route selection model selects the route corresponding to the optimal placement effect under the exposure threshold constraint. This method comprehensively considers all target audience members interested in the vehicle advertising, the exposure frequency of the vehicle advertising on the route, and the exposure threshold, selecting the most suitable placement route, thereby reducing ineffective placement and ensuring advertising effectiveness. Attached Figure Description

[0049] Figure 1 This is a flowchart of the method for selecting vehicle advertising placement routes provided in the embodiments of this application;

[0050] Figure 2 This is a flowchart illustrating the steps of dividing the area for placing vehicle advertisements into a grid and determining the weight of each sub-grid, as provided in this embodiment of the application.

[0051] Figure 3 This is a schematic diagram of a first grid provided in an embodiment of this application;

[0052] Figure 4 This is a flowchart illustrating the steps for determining the weight of each subgrid in the first grid, as provided in an embodiment of this application.

[0053] Figure 5 This is a flowchart illustrating the steps of statistically analyzing the first array provided in an embodiment of this application;

[0054] Figure 6 This is a flowchart of the steps for constructing a delivery route selection model based on the weight of each sub-grid, the first array, and the exposure frequency threshold provided in this application embodiment;

[0055] Figure 7 This is a flowchart illustrating the steps of selecting the route with the best delivery effect under the condition of meeting the exposure number threshold constraint, using the delivery route selection model provided in this application embodiment.

[0056] Figure 8 is a structural schematic diagram of a vehicle body advertisement delivery route selection device provided by an embodiment of the present application;

[0057] Figure 9 is a hardware structure schematic diagram of an electronic device provided by an embodiment of the present application. DETAILED DESCRIPTION

[0058] In order to make the purpose, technical solutions and advantages of the present application more clear and explicit, the present application is further described in detail below in combination with the drawings and embodiments. It should be understood that the specific embodiments described herein are only used to explain the present application and do not limit the present application.

[0059] It should be noted that although the functional modules are divided in the device schematic diagram and the logical order is shown in the flowchart, in some cases, the steps shown or described can be executed in a manner different from the module division in the device or the order in the flowchart. The terms "first", "second", etc. in the specification and claims and the above drawings are used to distinguish similar objects, and do not necessarily describe a specific order or sequence.

[0060] Unless otherwise defined, all technical and scientific terms used herein have the same meaning as commonly understood by one of ordinary skill in the art to which the present application belongs. The terms used herein are only for the purpose of describing the embodiments of the present application and are not intended to limit the present application.

[0061] With the popularity of cars and the development of intelligent technology, the way of advertising is also changing with the development of the times. The previous fixed advertising delivery methods, such as TV advertising, window advertising, light box advertising, indoor multimedia advertising, etc., all have defects such as high advertising cost, limited audience, and cumbersome content replacement, which cannot meet the needs of the public to easily obtain advertising information and the needs of businesses to deliver advertising at low cost. Therefore, vehicle body advertising has emerged. Vehicle body advertising can provide a new space that covers a wide range and has a high frequency of contact with consumers, can integrate images and sound, can fully utilize the mobility feature, and can significantly improve the advertising effect.

[0062] One of the most critical contents in the vehicle body advertising scheme is to select the advertising delivery route. However, the roads in each area of the city are complex and diverse, the geographical location distribution of different routes is different, the surrounding city functional areas are different, the covered population is different, which leads to different audiences for different routes and different time periods, and thus different responses to different types of advertising. This makes precise delivery of vehicle body advertising the goal of all advertisers, i.e. precise delivery to target groups, target areas and target themes, delivering the most suitable advertising to the most suitable audience at the most suitable time and place, thereby maximizing the value of advertising.

[0063] At present, most of the related technologies are to select the line according to the type and quantity of POI covered by the line periphery, the covered urban area, etc., and then put the regional related advertising information. Or get the number of the crowd, and then select the line with the largest number of crowds for putting. These methods do not consider the interest preferences of the audience group, thereby easily leading to the unsatisfactory putting effect of the vehicle body advertising.

[0064] Based on this, the embodiment of the present application proposes a vehicle body advertising putting line selection method. The number of target audiences interested in the vehicle body advertising and the exposure times of the vehicle body advertising on each line in the putting area are obtained, a putting line selection model is constructed, and then the line corresponding to the best putting effect that meets the exposure times threshold constraint condition is selected as the putting line through the putting line selection model. The number of target audiences interested in the vehicle body advertising, the exposure times of the vehicle body advertising on each line and the exposure times threshold are comprehensively considered, the most suitable putting line is selected, and the invalid putting can be reduced to ensure the advertising putting effect.

[0065] Reference Figure 1 , Figure 1 is the flowchart of the vehicle body advertising putting line selection method provided in the embodiment of the present application, Figure 1 The method in the embodiment can include but is not limited to steps S101 to S105.

[0066] Step S101, the putting area of the vehicle body advertising is gridded to obtain a first grid, and the weight of each sub-grid in the first grid is determined. The sub-grid weight is positively correlated with the number of target audiences interested in the vehicle body advertising in the sub-grid.

[0067] In the embodiment of the present application, the putting area of the vehicle body advertising is first determined, and then the putting area of the vehicle body advertising is gridded to obtain a first grid. Then the weight of each sub-grid in the first grid is determined. The sub-grid weight is positively correlated with the number of target audiences interested in the vehicle body advertising in the sub-grid.

[0068] Specifically, please refer to Figure 2 In some embodiments, step S101, that is, the step of gridding the putting area of the vehicle body advertising to obtain a first grid, includes but is not limited to steps S201 to S204.

[0069] Step S201, according to the putting area of the vehicle body advertising, the line trajectory in the putting area is determined;

[0070] Step S202, the line trajectory is gridded to obtain a first grid;

[0071] Step S203, the weight of each sub-grid in the first grid is determined. The sub-grid weight is positively correlated with the number of target audiences interested in the vehicle body advertising in the sub-grid.

[0072] In the embodiment of the present application, the line trajectory in the delivery area of the vehicle body advertisement is determined first, and then the line trajectory is gridded to obtain a first grid. Then the weight of each sub-grid in the first grid is determined. For example, the delivery area of the vehicle body advertisement can be determined as city A first, at this time, the bus line map of city A can be obtained, and then the bus line trajectory of city A is determined through the bus line map of city A, and the bus line trajectory of city A is gridded to obtain a first grid. Each sub-grid of the first grid represents a grid that the bus will travel through.

[0073] It should be noted that the embodiment of the present application can obtain a bus line map, and then determine the line trajectory of the bus according to the bus line map, and then grid the bus line trajectory. It can also obtain a line map of a specific special car, and then determine the line trajectory of the fixed special car according to the line map of the specific special car, and then grid the line trajectory. The specific special car here is a bus, a car, a tram, etc. with fixed line, such as a bus that departs from train station A, passes through region B, region C and region D, and arrives at train station E, or a car that departs from bus station 1, passes through multiple service areas, and arrives at bus station 2.

[0074] Exemplarily, refer to Figure 3 , Figure 3 is a schematic diagram of the first grid provided by the embodiment of the present application. As shown in Figure 3 , the delivery area B of the vehicle body advertisement is gridded to obtain a first grid B of 25*18, and the first grid B covers the trajectories of all deliverable lines in the delivery area B.

[0075] In the embodiment of the present application, after the delivery area of the vehicle body advertisement is gridded to obtain a first grid, the weight of each sub-grid in the first grid needs to be further calculated. Please refer to Figure 4 , step S203 is to determine the weight of each sub-grid in the first grid, which includes but is not limited to steps S401 to S404.

[0076] In step S401, the interest preference information of the target object is obtained according to the use data of the mobile data flow of the target object.

[0077] In this step, the interest preference information of the target object can be obtained according to the use data of the mobile data flow of the target object. The mobile data flow refers to the data flow generated by using the mobile communication technology such as GPRS, EDGE, TD-SCDMA, HSDPA, WCDMA, LTE, or using related data value-added services, does not include the flow generated by using WLAN, CSD and other ways to access the network, does not include the data flow deducted by the data value-added services (MMS, address book manager, full song download, news, etc.) charged by content, and does not include the data flow generated by the group customers and industry applications such as Blackberry, Pushmail, M2M, etc. Through the use data of the mobile data flow, the search situation, the browsing situation and the purchase situation of the target object to the things and information can be obtained, and then the interest preference information of the target object can be obtained.

[0078] For example, through the use data of the mobile data flow of the target object, such as that the target object A spends a large amount of mobile data flow to browse the tweets related to the tourist attractions or to watch some introduction videos of the tourist attractions, it can be determined that the interest preference of the target object A is tourism.

[0079] It can be understood that the use data of the mobile data flow of the target object is huge and heavy, and the interest preference information of the target object needs to be obtained by using big data analysis and mining technology.

[0080] In step S401, the target audience interested in the vehicle body advertisement is determined, and the target audience is all target objects whose interest preference information matches the theme information of the vehicle body advertisement.

[0081] In this step, after obtaining the interest preference information of the target object, the interest preference information of the target object is matched with the theme information of the vehicle body advertisement, all target objects whose interest preference information matches the theme information of the vehicle body advertisement are obtained, and all target objects are determined as the target audience interested in the vehicle body advertisement. For example, the theme information of the vehicle body advertisement is a tourist attraction A, at this time, the interest preference information of the target object can be obtained according to the use data of the mobile data flow of the target object. For example, according to the use data of the mobile data flow of the target object, it is found that the target object 1 often browses some travel strategy web pages and articles, the target object 2 often watches some introduction videos of the tourist attractions, and the target object 3 has purchased a large number of tickets of the tourist attractions; it can be determined that the target object 1, the target object 2 and the target object 3 are interested in tourism, and then the target object 1, the target object 2 and the target object 3 can be determined as the target audience interested in the vehicle body advertisement.

[0082] In step S401, the location information of the target audience is obtained according to the mobile signaling data of the target audience.

[0083] In this step, after determining the target audience of the vehicle body advertisement, the position information of the target audience can be obtained according to the mobile signaling data of the target audience. Specifically, the target object is first positioned through the mobile signaling data to obtain a series of track points, and then road matching is performed to obtain the final travel track of the target object. For example, the base station position information in the mobile signaling data is taken as the position information of the target object, and then the positioning of the target object is matched to the actual road network to obtain the driving path of the target object.

[0084] It can be understood that the position of the obtained target object needs to belong to the delivery area of the vehicle body advertisement. The determined target audience is not limited to the passengers on the advertisement vehicle, but all target objects interested in the vehicle body advertisement in the entire delivery area of the vehicle body advertisement. That is, the target audience of the vehicle body advertisement can be passengers on the advertisement vehicle, passengers on other vehicles, or pedestrians on the road.

[0085] In step S401, the weight of each sub-grid in the first grid is determined according to the position information of the target audience.

[0086] In this step, after obtaining the position information of the target audience according to the mobile signaling data of the target audience, the number of target audiences at a certain position in the delivery area of the vehicle body advertisement can be determined according to the position information of the target audience, that is, the number of target audiences in each sub-grid of the first grid can be determined. For example, according to the mobile signaling data, it is calculated that there are N target objects at the position point of bus stop A, and there are M target objects at the position point of bus stop B. That is, it can be determined that the number of target audiences in the sub-grid A corresponding to the bus stop A is N, and the number of target audiences in the sub-grid B corresponding to the bus stop B is M.

[0087] It can be understood that according to the mobile signaling data, the number of target audiences in each sub-grid of the first grid can be calculated, that is, the weight of each sub-grid of the first grid can be determined. The higher the weight, the more target audiences in the sub-grid, and the more the sub-grid needs to be covered by the advertisement to ensure that the delivered vehicle body advertisement is seen by more target audiences.

[0088] In step S102, the first array is counted, and the first array includes the exposure times of the vehicle body advertisement on each line in the delivery area to each sub-grid in the first grid.

[0089] In the embodiments of the present application, the advertisement vehicle is a vehicle with a fixed driving route and which needs to run according to a running timetable every day, such as a bus, a tram and a special vehicle in a specific area. Taking a bus as an example, the bus runs multiple times a day and covers multiple areas. Different bus routes have different lengths and different running frequencies every day. The bus route with a shorter length has a higher running frequency every day, so the vehicle body advertisement is exposed to the areas along the route more frequently. The bus route with a longer length has a lower running frequency every day, so the vehicle body advertisement is exposed to the areas along the route less frequently.

[0090] Referring to Figure 5 Step S102, that is, the step of counting the exposure frequency of the vehicle body advertisement on each route in the delivery area to each sub-grid in the first grid, includes but is not limited to steps S501 to S503.

[0091] Step S501, obtaining the GPS data and the running timetable of the advertisement vehicle on each route;

[0092] Step S502, determining the running frequency of the advertisement vehicle on each route according to the GPS data and the running timetable of the advertisement vehicle;

[0093] Step S503, obtaining the running frequency of the advertisement vehicle on each route as the exposure frequency of the vehicle body advertisement to each sub-grid in the first grid.

[0094] In the embodiments of the present application, the exposure frequency of the vehicle body advertisement on each route to each sub-grid in the first grid is calculated, that is, the running frequency of the advertisement vehicle on each route in the delivery area of the vehicle body advertisement is calculated. Specifically, the GPS data and the running timetable of the advertisement vehicle on each route can be obtained, and then the running frequency of the advertisement vehicle on each route can be determined according to the GPS data and the running timetable of the advertisement vehicle. Taking a bus as an example again, the delivery area A of the vehicle body advertisement includes five bus routes, i.e., bus route 1, bus route 2, bus route 3, bus route 4 and bus route 5. Through the GPS data and the timetable of the bus, it can be calculated that the running frequency of the bus on bus route 1 is a times a day, the running frequency of the bus on bus route 2 is b times a day, the running frequency of the bus on bus route 3 is c times a day, the running frequency of the bus on bus route 4 is d times a day, and the running frequency of the bus on bus route 5 is e times a day.

[0095] ​It should be noted that the step S102 calculates the exposure times of the vehicle body advertisement to each sub-grid in the first grid on each line, which is the exposure times of the vehicle body advertisement to each sub-grid in the first grid for each line. For example, the running times of the bus on the bus line 1 in a day is a, which only indicates the exposure times of the vehicle body advertisement to each sub-grid in the first grid on the bus line 1, and is not the total exposure times of the vehicle body advertisement to each sub-grid in the first grid. For example, the bus line 1 and the bus line 2 both pass through the sub-grid j in the first grid, and the total exposure times of the vehicle body advertisement in the sub-grid j is a+b. That is, by calculating the running times of the bus on each bus line, the total exposure times of the vehicle body advertisement to each sub-grid in the first grid can be further calculated.

[0096] For example, if the sub-grid 1 has no bus line passing through, the total exposure times of the vehicle body advertisement in the sub-grid 1 is 0. If the sub-grid 2 has the bus line 1 passing through, the total exposure times of the vehicle body advertisement in the sub-grid 2 is the running times a of the bus on the bus line 1. If the sub-grid 3 has the bus line 1 and the bus line 2 passing through, the total exposure times of the vehicle body advertisement in the sub-grid 3 is the sum of the running times a of the bus on the bus line 1 and the running times b of the bus on the bus line 2. If the sub-grid 4 has the bus line 1, the bus line 2 and the bus line 3 passing through, the total exposure times of the vehicle body advertisement in the sub-grid 4 is the sum of the running times a of the bus on the bus line 1, the running times b of the bus on the bus line 2 and the running times c of the bus on the bus line 3.

[0097] In step S103, the exposure times threshold of the vehicle body advertisement is determined according to the delivery demand of the vehicle body advertisement.

[0098] In the embodiment of the present application, it is considered that at the initial stage of delivery, the advertising effect is improved with the increase of the exposure times of the advertisement, but too high exposure times of the advertisement can easily cause the audience to be disgusted. Therefore, the maximum exposure times of the advertisement needs to be limited to avoid the negative effect caused by the too frequent exposure of the advertisement. The exposure frequency threshold of the advertisement of different brands is different. For example, for the product with high popularity and familiar to the audience, less exposure times can obtain better advertising effect, and for the new product, higher exposure times are needed to enhance the audience's memory of the brand.

[0099] It can be understood that the advertiser can determine the exposure frequency threshold of the vehicle body advertisement according to the exposure demand of the vehicle body advertisement. For example, the brand to be advertised is already familiar to the public, at this time, it is considered that the exposure demand of the vehicle body advertisement is not required to be too high, and thus a smaller value can be customized as the exposure frequency threshold. Similarly, if the brand to be advertised is a new brand, at this time, it is considered that the exposure demand of the vehicle body advertisement is required to be exposed as much as possible, and thus a larger value can be customized as the exposure frequency threshold.

[0100] It can be understood that in addition to being able to customize the maximum exposure frequency threshold, the minimum exposure frequency threshold can also be customized. For example, the brand to be advertised is a new brand, at this time, a minimum exposure frequency threshold can be customized, that is, to achieve a certain exposure effect, it must be exposed at least k times, where k is the minimum exposure frequency threshold.

[0101] In step S104, a delivery route selection model is constructed according to each sub-grid weight, the first array and the exposure frequency threshold.

[0102] In the embodiment of the present application, since the delivery effect of the advertisement is related to the number of target audiences along the way and the exposure frequency of the advertisement, that is, the delivery effect of the advertisement is related to the sub-grid weight and the total exposure frequency of the advertisement in the sub-grid, and the expression is In the expression, j represents the sub-grid, h j represents the weight of the sub-grid j, Z j represents the total exposure frequency of the vehicle body advertisement in the sub-grid j. A delivery route selection model under the exposure frequency threshold constraint can be further constructed.

[0103] Referring to Figure 6 , step S104, that is, constructing a delivery route selection model according to the determined each sub-grid weight, the first array and the exposure frequency threshold, includes but is not limited to steps S601 to S603.

[0104] In step S601, the number of to-be-delivered routes is determined.

[0105] In step S602, the total exposure frequency of the vehicle body advertisement in each sub-grid in the first grid is determined according to the number of to-be-delivered routes and the first array.

[0106] In step S603, a delivery route selection model is constructed according to the determined each sub-grid weight, the total exposure frequency of the vehicle body advertisement in each sub-grid in the first grid and the exposure frequency threshold.

[0107] In the embodiments of the present application, the number of to-be-launched lines is determined first, which is essentially to formulate corresponding advertising content for several vehicles. For example, corresponding advertising content is formulated for 4 vehicles, and the number of to-be-launched lines is 4. It should be noted that it is defined herein that there is only one advertising vehicle on each line to reciprocate every day, so that the number of running times of the advertising vehicle on line 1 can be used as the exposure times of the vehicle body advertising on line 1. If there are multiple advertising vehicles on a line to reciprocate every day, the exposure times of the advertising on each line is the sum of the running times of the multiple advertising vehicles. Similarly, if there are multiple advertising vehicles on a line to reciprocate every day, and the number of to-be-launched lines is determined, it means that corresponding advertising content needs to be formulated for each advertising vehicle on each to-be-launched line. The embodiments of the present application are described by taking an example of only one advertising vehicle on each line to reciprocate every day. After the number of to-be-launched lines is determined, the total exposure times of the vehicle body advertising in each sub-grid in the first grid can be determined according to the number of to-be-launched lines and the exposure times of the vehicle body advertising on each line to the first grid.

[0108] Exemplarily, the total number of lines covered in the advertising launch area A is 5, which are line 1, line 2, line 3, line 4 and line 5. The number of to-be-launched lines is determined to be 3, at this time, there will be 10 selection schemes. For example, line 1, line 2 and line 3 are selected for advertising launch, at this time, the total exposure times of the vehicle body advertising in each sub-grid in the first grid can be calculated according to the determined three lines, and then the launch line selection model is constructed according to the determined weight of each sub-grid, the total exposure times of the vehicle body advertising in each sub-grid and the exposure times threshold.

[0109] In the embodiments of the present application, the expression of the constructed launch line selection model is:

[0110]

[0111] The constraint conditions include:

[0112]

[0113]

[0114]

[0115]

[0116]

[0117] wherein j represents a sub-grid, J represents a first grid, h j represents a weight of the sub-grid j, Z j represents a total number of exposures of the vehicle body advertisement of the sub-grid j, k represents a route to be launched, K represents a set of routes to be launched, N j represents a set of routes passing through the sub-grid j, λ k represents a number of running times of the advertisement vehicle on the route k, x k represents a variable, which takes a value of 0 or 1, MaxEx represents a threshold of the number of exposures, and p represents a number of routes to be launched.

[0118] wherein the constraint condition represents that the total number of exposures Z of the vehicle body advertisement of the sub-grid j j does not exceed the sum of the number of running times of the advertisement vehicle on the routes passing through the sub-grid j. The constraint condition represents that the total number of exposures of the vehicle body advertisement in the first grid (the entire launch area) does not exceed the threshold of the number of exposures. The constraint condition represents a number of selected launch routes. The constraint condition represents x k is a variable, which takes a value of 0 or 1, when x k is 1, it represents that the route k is selected, and when x k is 0, it represents that the route k is not selected. The constraint condition represents that the total number of exposures of the vehicle body advertisement of the sub-grid j is greater than or equal to 0.

[0119] In step S105, the launch route selection model is used to select a route corresponding to the best launch effect under the constraint condition of the threshold of the number of exposures as the launch route.

[0120] In the embodiments of the present application, after the launch route selection model is constructed, the launch route selection model can be used to select a route corresponding to the best launch effect under the constraint condition of the threshold of the number of exposures as the launch route.

[0121] Referring to Figure 7 , step S105, that is, the step of using the launch route selection model to select a route corresponding to the best launch effect under the constraint condition of the threshold of the number of exposures as the launch route, includes but is not limited to steps S701 to S702.

[0122] In step S701, the launch route selection model is solved for maximum launch effect under the constraint condition of the threshold of the number of exposures, to obtain a launch route scheme of the best launch effect.

[0123] In step S702, a route in the launch route scheme is selected as the launch route.

[0124] In the embodiments of the present application, under the condition of meeting the exposure frequency threshold constraint, the delivery route selection model is solved for maximum delivery effect to obtain a delivery route scheme with the best delivery effect. For example, there are 5 lines in total in the delivery area A of the advertisement, which are line 1, line 2, line 3, line 4 and line 5. It is determined that the number of the to-be-delivered lines is 3, at this time there will be 10 selection schemes. For example, scheme 1 selects line 1, line 2 and line 3 for advertisement delivery, at this time the delivery effect corresponding to scheme 1 can be calculated through the delivery route selection model. Similarly, scheme 2 selects line 1, line 2 and line 4 for advertisement delivery, at this time the delivery effect corresponding to scheme 2 can be calculated through the delivery route selection model. In this way, the delivery effects corresponding to the 10 schemes can be calculated, and the line in the delivery route scheme with the maximum delivery effect is selected as the delivery route.

[0125] It can be understood that, in order to facilitate understanding, the specific delivery route selection shown in the embodiments is to calculate the delivery effect of each delivery route scheme, and then select the delivery route scheme with the maximum delivery effect. In fact, the objective function of the delivery route selection model can be set to maximize the advertisement delivery effect, that is, the delivery route scheme with the maximum delivery effect can be directly obtained by solving the objective function for maximum delivery effect. That is, it is not necessary to calculate the delivery effect of other schemes, but the delivery route scheme with the maximum delivery effect can be directly calculated. The amount of calculation can be reduced.

[0126] Please refer to Figure 8 The embodiments of the present application also provide a vehicle body advertisement delivery route selection device 80, which can implement the vehicle body advertisement delivery route selection method. The device comprises:

[0127] A meshing module 801 is configured to mesh the delivery area of the vehicle body advertisement to obtain a first mesh, and determine a weight of each sub-mesh in the first mesh. The weight of the sub-mesh is positively correlated with the number of target audiences in the sub-mesh who are interested in the vehicle body advertisement.

[0128] A statistical module 802 is configured to count a first array, which comprises the exposure frequency of the vehicle body advertisement of each line in the delivery area to each sub-mesh in the first mesh.

[0129] A determination module 803 is configured to determine the exposure frequency threshold of the vehicle body advertisement according to the delivery demand of the vehicle body advertisement.

[0130] A construction module 804 is configured to construct a delivery route selection model according to the weight of each sub-mesh, the first array and the exposure frequency threshold.

[0131] The selecting module 805 is configured to select a line corresponding to the optimal delivery effect under the exposure frequency threshold constraint as the delivery line by using a delivery line selection model.

[0132] The specific embodiments of the vehicle body advertisement delivery line selection device are basically the same as the specific embodiments of the vehicle body advertisement delivery line selection method described above, and thus will not be described again here.

[0133] The embodiments of the present application also provide an electronic device, which includes a memory and a processor. The memory stores a computer program, and the processor implements the vehicle body advertisement delivery line selection method described above when executing the computer program. The electronic device can be any smart terminal, such as a tablet computer or a vehicle-mounted computer.

[0134] Please refer to Figure 9 , Figure 9 The hardware structure of the electronic device of another embodiment is illustrated, which includes:

[0135] The processor 901 can be implemented in a general-purpose CPU (Central Processing Unit), a microprocessor, an ASIC (Application Specific Integrated Circuit), or one or more integrated circuits, and is configured to execute related programs to implement the technical solutions provided by the embodiments of the present application.

[0136] The memory 902 can be implemented in the form of a ROM (ReadOnly Memory), a static storage device, a dynamic storage device, or a RAM (Random Access Memory). The memory 902 can store an operating system and other application programs. When the technical solutions provided by the embodiments of the present application are implemented by software or firmware, the related program codes are stored in the memory 902 and are called and executed by the processor 901 to implement the vehicle body advertisement delivery line selection method of the embodiments of the present application.

[0137] The input / output interface 903 is configured to realize information input and output.

[0138] The communication interface 904 is configured to realize the communication interaction between the device and other devices. The communication can be realized by a wired manner (for example, a USB, a network cable, etc.) or a wireless manner (for example, a mobile network, WIFI, Bluetooth, etc.).

[0139] The bus 905 is configured to transmit information between various components (for example, the processor 901, the memory 902, the input / output interface 903, and the communication interface 904) of the device.

[0140] The processor 901, the memory 902, the input / output interface 903, and the communication interface 904 are connected with each other through the bus 905 to realize communication connection between devices inside.

[0141] The embodiment of the present application further provides a storage medium, which is a computer readable storage medium, and stores a computer program. The computer program is executed by a processor to realize the vehicle body advertisement delivery route selection method.

[0142] The memory is a non-transitory computer readable storage medium, and can be used to store non-transitory software programs and non-transitory computer executable programs. In addition, the memory can include a high-speed random access memory, and can further include a non-transitory memory, such as at least one magnetic disk storage device, a flash memory device, or other non-transitory solid-state memory device. In some embodiments, the memory can optionally include a memory remotely arranged relative to the processor, and the remote memory can be connected to the processor through a network. Examples of the network include but are not limited to the Internet, an intranet, a local area network, a mobile communication network, and a combination thereof.

[0143] The embodiments described in the embodiments of the present application are used to more clearly illustrate the technical solutions of the embodiments of the present application, and do not constitute a limitation on the technical solutions provided by the embodiments of the present application. Those skilled in the art can know that, with the evolution of technology and the appearance of new application scenarios, the technical solutions provided by the embodiments of the present application are also applicable to similar technical problems.

[0144] Those skilled in the art can understand that the technical solutions shown in the figures do not constitute a limitation on the embodiments of the present application, and can include more or fewer steps than the figures, or combine certain steps, or different steps.

[0145] The device embodiments described above are only schematic, and the units described as separate components can or can not be physically separate, that is, can be located in one place, or can be distributed on multiple network units. According to actual needs, part or all of the modules can be selected to achieve the purpose of the embodiments of the present application.

[0146] Those skilled in the art can understand that all or some steps in the above disclosed method, the functions of the modules / units in the system and the device can be implemented as software, firmware, hardware and their appropriate combinations.

[0147] The terms "first", "second", "third", "fourth", and the like in the description and in the claims of this application, if any, are used for distinguishing between similar elements and not necessarily for describing a particular sequential or chronological order. It is to be understood that the use of the terms so termed is interchangeable under appropriate circumstances such that the embodiments of the application described herein are, for example, capable of orderly or chronological mundane operation, reverse order operation, based on circuitry availability, based on stated preference or the like, and that "default" or other orderings are thus permissible. Further, the terms "comprise", "comprising", "include", "including", and the like, are specifically intended to be open-ended. That is, references to individual steps and the like do not suhstantially exclude the presence of two or more of a given step or its integral presence in the process, method, system, article, or apparatus having been made with a wider scope. The use of notation such as "first", "second", "third", etc. does not generally limit the areas, but can be used for clarity, and merely establishes the order unless otherwise stated below.

[0148] It should be understood that, in the application, "at least one" means one or more, and "multiple" means two or more. "And / or" is used to describe the relationship between associated objects, which means that there can be three relationships, for example, "A and / or B" can mean that there are only A, only B, and A and B at the same time, where A and B can be singular or plural. The character " / " generally represents an "or" relationship between the associated objects. "At least one of the following" or the like means any combination of these items, including any combination of single or multiple items. For example, at least one of a, b or c can mean a, b, c, "a and b", "a and c", "b and c", or "a and b and c", where a, b, and c can be single or multiple.

[0149] In several embodiments provided in the application, it should be understood that the disclosed devices and methods can be implemented in other ways. For example, the device embodiments described above are only schematic, for example, the division of the above units is only a logical function division, and actual implementation can have another division manner, for example, a plurality of units or components can be combined or integrated into another system, or some features can be omitted or not executed. In addition, the coupling or direct coupling or communication connection between the displayed or discussed objects can be indirect coupling or communication connection through some interfaces, devices or units, which can be electrical, mechanical or other forms.

[0150] The units described above as separate components can or can not be physically separate, and the components shown as units can or can not be physical units, i.e. they can be located in one place or distributed on a plurality of network units. Part or all of the units can be selected according to actual needs to achieve the purpose of the embodiment.

[0151] In addition, each function unit in each embodiment of the present application can be integrated in one processing unit, or each unit can be physically present separately, or two or more units can be integrated in one unit. The integrated unit can be realized in the form of hardware or in the form of a software function unit.

[0152] When the integrated unit is realized in the form of a software function unit and sold or used as an independent product, it can be stored in a computer readable storage medium. Based on such understanding, the technical solutions of the present application, essentially or in part, or all or part of the technical solutions can be embodied in the form of a software product. The computer software product is stored in a storage medium, and includes multiple instructions used to cause a computer device (which can be a personal computer, a server, or a network device, etc.) to perform all or part of the steps of the methods in the embodiments of the present application. The foregoing storage medium includes: a U disk, a mobile hard disk, a read-only memory (ROM), a random access memory (RAM), a magnetic disk or an optical disk, and various other media that can store programs.

[0153] The preferred embodiments of the embodiments of the present application are described above with reference to the accompanying drawings, and are not limited to the scope of the embodiments of the present application. Any modifications, equivalent replacements and improvements made by those skilled in the art without departing from the scope and essence of the embodiments of the present application shall be within the scope of the embodiments of the present application.

Claims

1. A method for selecting routes for vehicle body advertising, characterized in that, The method includes: The area for placing vehicle body advertisements is divided into a grid to obtain the first grid, and the weight of each sub-grid in the first grid is determined. The weight of each sub-grid is positively correlated with the number of target audience members in the sub-grid who are interested in the vehicle body advertisement. The first array is counted, which includes the number of times the vehicle advertisement on each route in the delivery area is exposed to each sub-grid in the first grid; Based on the requirements for vehicle body advertising, determine the threshold for the number of times the vehicle body advertising is displayed; Based on the weight of each sub-grid, the first array, and the exposure frequency threshold, a delivery route selection model is constructed. The expression of the delivery route selection model is: The constraints include: In the formula, j represents the subgrid, J represents the first grid, and h j Z represents the weight of subgrid j. j Let N represent the total number of times the vehicle body advertisement in subgrid j is exposed, k represents the route to be advertised, K represents the set of routes to be advertised, and N represents the total number of exposures. j Let λ represent the set of paths passing through subgrid j. k x represents the number of times the advertising vehicle runs on route k. k This represents a variable, which can take the value 0 or 1. MaxEx represents the exposure threshold, and p represents the number of lines to be deployed. The optimal delivery route that meets the exposure frequency threshold constraint is selected as the delivery route using the delivery route selection model.

2. The method according to claim 1, characterized in that, The step of dividing the area for vehicle advertising into a grid to obtain a first grid, and determining the weight of each sub-grid in the first grid, includes: Based on the area where the vehicle advertisement is placed, determine the route trajectory within that area; The route trajectory is gridded to obtain the first grid; Determine the weight of each subgrid in the first grid, wherein the subgrid weight is positively correlated with the number of target audience members within the subgrid who are interested in the vehicle body advertisement.

3. The method according to claim 2, characterized in that, The step of determining the weight of each sub-grid in the first grid based on the placement area of ​​the vehicle advertisement includes: Based on the mobile data traffic usage data of the target object, obtain the target object's interest and preference information; Identify the target audience who are interested in the vehicle advertisement, wherein the target audience is all target objects whose interest preference information matches the theme information of the vehicle advertisement; Based on the mobile phone signaling data of the target audience, obtain the location information of the target audience; The weight of each subgrid in the first grid is determined based on the location information of the target audience.

4. The method according to claim 1, characterized in that, The first statistical array includes: Obtain GPS data and operating schedules for advertising vehicles on each route; Based on the GPS data and operating schedule of the advertising vehicle, determine the number of times the advertising vehicle runs on each route; The number of times the advertising vehicle runs on each route is obtained as the number of times the vehicle body advertisement is exposed to each sub-grid in the first grid.

5. The method according to claim 4, characterized in that, The step of constructing a delivery route selection model based on the weight of each sub-grid, the first array, and the exposure frequency threshold includes: Determine the number of lines to be deployed; Based on the number of lines to be deployed and the first array, determine the total number of times the vehicle body advertisement is exposed in each sub-grid of the first grid; A delivery route selection model is constructed based on the weight of each sub-grid, the total number of times the vehicle body advertisement is exposed in each sub-grid in the first grid, and the exposure number threshold.

6. The method according to claim 1, characterized in that, The step of selecting the route that best meets the exposure frequency threshold constraint through the route selection model as the delivery route includes: Under the condition of satisfying the exposure number threshold constraint, the delivery route selection model is solved to maximize the delivery effect, and the delivery route scheme with the best delivery effect is obtained. Select the route from the aforementioned delivery route plan as the delivery route.

7. A device for selecting routes for vehicle advertising, characterized in that, The device includes: The gridding module is used to divide the area for placing vehicle advertisements into a grid to obtain a first grid, and to determine the weight of each sub-grid in the first grid. The weight of each sub-grid is positively correlated with the number of target audience members interested in the vehicle advertisement within the sub-grid. The statistics module is used to count the first array, which includes the number of times the vehicle advertisement on each route in the delivery area is exposed to each sub-grid in the first grid; The determination module is used to determine the exposure threshold of the vehicle body advertisement based on the placement requirements of the vehicle body advertisement; The construction module is used to construct a delivery route selection model based on the weight of each sub-grid, the first array, and the exposure count threshold. The expression of the delivery route selection model is: The constraints include: In the formula, j represents the subgrid, J represents the first grid, and h j Z represents the weight of subgrid j. j Let N represent the total number of times the vehicle body advertisement in subgrid j is exposed, k represents the route to be advertised, K represents the set of routes to be advertised, and N represents the total number of exposures. j Let λ represent the set of paths passing through subgrid j. k x represents the number of times the advertising vehicle runs on route k. k This represents a variable, which can take the value 0 or 1. MaxEx represents the exposure threshold, and p represents the number of lines to be deployed. The selection module is used to select, through the delivery route selection model, the route corresponding to the best delivery effect under the condition of the exposure number threshold constraint as the delivery route.

8. An electronic device, characterized in that, The electronic device includes a memory and a processor, the memory storing a computer program, and the processor executing the computer program to implement the method according to any one of claims 1 to 6.

9. A computer-readable storage medium storing a computer program, characterized in that, When the computer program is executed by a processor, it implements the method of any one of claims 1 to 6.

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