Advertisement generation method and related equipment

Abstract

The invention discloses an advertisement generation method and related equipment, under the condition that a correct putting intention (namely the putting intention specified by an advertiser) is missed in an advertisement image-text, putting intention related elements can be embedded in the advertisement image, and expression of the embedded putting intention related elements is reflected in an advertisement copywriting, so that the advertisement generation efficiency is improved. Therefore, the delivery of core information such as the advertising intention and the like has image-text consistency. Besides, under the condition that the error / interference delivery intention exists in the advertisement image-text, correct delivery intention related elements can be embedded in the advertisement image, error / interference delivery intention related elements can be covered or removed, and related expressions of the error / interference delivery intention in the advertisement copywriting can also be removed. And the expressions of the related elements of the correct putting intention are embedded into the advertisement copywriting, so that the misleading putting intention in the advertisement image-text can be corrected, the correct putting intention is embedded into the advertisement image-text, the advertisement has a visual user behavior guiding effect, and the conversion effect of the advertisement is improved.

Description

Technical Field

[0001] The present application relates to the field of terminal technology, and in particular to an advertisement generation method and related equipment. Background Art

[0002] The lack of conversion guidance is an important factor leading to low conversion rates in advertising. Before advertising, advertisers usually specify specific user actions (such as clicks, downloads, etc.) that are valuable to their business, and the advertising platform uses this as a basis to bill the advertisers for the ads they place.

[0003] However, many advertisers often ignore conversion guidance in their advertising creative design, resulting in a low conversion rate for advertising. Summary of the invention

[0004] The embodiments of the present application provide an advertisement generation method and related devices, which are applicable to a variety of advertisement delivery scenarios and can effectively improve the conversion rate of advertisement delivery.

[0005] In a first aspect, an embodiment of the present application provides an advertisement generation method, which is applied to a terminal device, and the method includes: the terminal device displays a first advertisement in a first user interface, and the first advertisement does not include a first interface element; the terminal device detects a first user operation in the first user interface; in response to the first user operation, the terminal device obtains a first delivery intention of the first advertisement; the terminal device displays a second advertisement in the first user interface, and the second advertisement is generated by embedding a first interface element in the first advertisement, the first interface element is determined based on the first delivery intention, and the first interface element is used to receive the second user operation.

[0006] The first user interface may be an interactive interface for displaying and editing advertisements (eg Figure 4B The exemplary user interface 410 shown in the figure) may be an advertisement before editing (i.e., the original advertisement, for example Figure 4H The second advertisement may be an advertisement generated after editing the first advertisement (ie, a new advertisement, such as Fig. 4I The first interface element may be an element related to the first delivery intent (e.g., an image control, a text control, a form control, an icon control, etc.), the first delivery intent may be a delivery intent specified by an advertiser, and the first user operation may include an operation by a user (e.g., an advertiser or an advertisement designer commissioned by the advertiser) to set a delivery intent (e.g., wake-up, second retention, payment, activation, registration, form, custom delivery intent, etc.) (e.g., Figure 4C The user selects the delivery intention operation of the form as shown), and can also include the user setting system functions (such as delivery intention embedding, delivery intention correction, delivery intention refinement and other system functions) (such as Figure 4E The user selection shown is an operation to embed the system function with the delivery intention, and the second user operation can be an operation of the user (such as a consumer or other user watching the advertisement) on the first interface element when the second advertisement is played, that is, the first interface element can be used to receive user operations.

[0007] In the present application, an advertisement (also referred to as an advertisement graphic) may include both an advertisement image and an advertisement text; an advertisement may also include only an advertisement image or only an advertisement text.

[0008] By implementing the method provided in the first aspect, when the correct delivery intention (i.e., the delivery intention specified by the advertiser) is missing in the advertisement, elements related to the correct delivery intention can be embedded in the advertising image. In this way, the correct delivery intention of the advertisement can be effectively conveyed and the conversion rate of the advertising delivery can be improved.

[0009] In a possible implementation manner, the terminal device stores a first advertising material library, and the first interface element is obtained from the first advertising material library.

[0010] The first advertising material library may be, for example, Figure 4H The advertising material library shown in the advertising material display and interaction area, the above-mentioned first interface element can be obtained from the first advertising material library.

[0011] In this way, when it is necessary to obtain elements related to a certain delivery intention, one or more elements related to the delivery intention can be retrieved from the first advertising material library. When multiple elements are retrieved, one element can be selected according to preset rules and embedded into the original advertisement to generate a new advertisement.

[0012] In a possible implementation, the first interface element includes any one of a picture control, a text control, a form control, and an icon control.

[0013] The first interface element may be a control that can receive user operations, and may include but is not limited to a picture control, a text control, a form control, and an icon control.

[0014] In this way, when the advertisement includes elements related to the delivery intention specified by the advertiser, the user can perform specific operations that are valuable to the advertiser's own business (such as clicking, downloading, filling in information, etc.) on the element, thereby improving the conversion rate of the advertising delivery.

[0015] In a possible implementation, the first delivery intention includes any one of wake-up, second retention, payment, activation, registration, form, and customization.

[0016] The first delivery intention may include but is not limited to wake-up, second retention, payment, activation, registration, form, customization and other delivery intentions.

[0017] In this way, advertisers can specify different delivery intentions so as to receive specific operations performed by users that are valuable to the advertisers' own different businesses.

[0018] In this application, delivery intent may refer to the ability to receive specific operations performed by users that are valuable to the advertiser's own business when the terminal device plays an advertisement. Delivery intent-related elements (such as image controls, text controls, form controls, icon controls, etc.) can be used to receive specific operations performed by users that are valuable to the advertiser's own business. For example, the delivery intent specified by the advertiser is form intent. Then, when the terminal device plays the advertisement, if the user fills in the information in the form intent-related elements displayed in the advertisement, it means that the delivery intent specified by the advertiser has been achieved. For another example, the delivery intent specified by the advertiser is activation intent. Then, when the terminal device plays the advertisement, if the user clicks on an element in the advertisement related to activation intent (such as an icon control of an application), it means that the delivery intent specified by the advertiser has been achieved.

[0019] In a possible implementation, the first advertisement includes a first advertisement copy, and the second advertisement includes a second advertisement copy. The second advertisement copy is generated by embedding a first text in the first advertisement copy, and the first text is determined based on the first delivery intention.

[0020] Among them, the first text can be generated after the embedded delivery intention-related elements are expressed in a textual form. For example, the first delivery intention is a form intention, and the first interface element is a form intention-related element. The first text can be determined based on the form intention, that is, the first text is a text related to the form intention. The first text can be, for example, a text generated after the form intention-related elements are expressed in a textual form (for example, "Fill in the information in the form on the left").

[0021] In this way, the expression of the elements related to the advertising intention in the advertising image can be reflected in the advertising copy, so that the communication of core information such as the advertising intention is consistent with the text and picture.

[0022] In a possible implementation, the first interface element is embedded in a blank area in the first advertisement, and the blank area does not include other interface elements of the first advertisement.

[0023] The blank area may be, for example, a background area or a non-instance area in an advertisement image, that is, the embedded element does not block the original content of the advertisement (eg, text, images, and other interface elements in the advertisement).

[0024] In this way, after the first interface element is embedded, the display of other contents in the original advertisement may not be affected.

[0025] In a possible implementation, before the terminal device displays the second advertisement in the first user interface, the method also includes: the terminal device sends a first message to the server, the first message is used by the server to generate the second advertisement based on the first advertisement and the first delivery intention; the terminal device receives a second message sent by the server, the second message includes information about the second advertisement; the terminal device displays the second advertisement in the first user interface, specifically including: the terminal device displays the second advertisement in the first user interface based on the information about the second advertisement.

[0026] The first message may be, for example, Figure 4A The message 1 shown, the second message may be, for example, Figure 4A Message 2 is shown.

[0027] In this way, the terminal device can embed the delivery intention-related elements in the original advertisement through the server to generate a new advertisement.

[0028] In one possible implementation, the first advertisement also includes a second interface element and a third interface element, the second interface element is different from the third interface element, and the method also includes: the terminal device detects a third user operation in the first user interface; in response to the third user operation, the terminal device obtains a second delivery intention of the first advertisement; the terminal device displays a third advertisement in the first user interface, the third advertisement does not include the second interface element, the third advertisement is generated after the second interface element is removed from the first advertisement, or the third advertisement is generated after the second interface element is replaced with a fourth interface element in the first advertisement, wherein the second interface element is not related to the second delivery intention, the third interface element is related to the second delivery intention, and the third interface element is used to receive the fourth user operation.

[0029] The first advertisement may be an advertisement before editing (ie, the original advertisement, for example Fig. 10B The third advertisement may be an advertisement generated after editing the first advertisement (ie, a new advertisement, such as Figure 10GThe above-mentioned second interface element may be an element irrelevant to the above-mentioned second delivery intent (such as an image control, a text control, a form control, an icon control, etc.), the above-mentioned third interface element may be an element related to the above-mentioned second delivery intent (such as an image control, a text control, a form control, an icon control, etc.), the above-mentioned second delivery intent may be a delivery intent specified by the advertiser, and the above-mentioned third user operation may include an operation by a user (such as an advertiser or an advertisement designer commissioned by the advertiser) to set a delivery intent (such as wake-up, second retention, payment, activation, registration, form, customization, etc.) (such as an operation by a user selecting a form delivery intent, through which an operation is implemented, for example Fig. 10B The delivery intention setting shown in the figure may also include the operation of the user setting the system function (such as delivery intention embedding, delivery intention correction, delivery intention refinement and other system functions) (for example, the user selects the delivery intention refinement system function, through which the operation is realized, for example Fig. 10B The fourth user operation may be an operation of a user (e.g., a consumer or other user watching an advertisement) on the third interface element when the third advertisement is played, that is, the third interface element may be used to receive user operations. The fourth interface element may be an element related to the second delivery intention, or an element unrelated to the delivery intention (i.e., an element that does not represent any delivery intention).

[0030] In this way, when the advertisement includes both correct delivery intentions (i.e., the delivery intentions specified by the advertiser) and erroneous / interfering delivery intentions (i.e., delivery intentions that are inconsistent with the delivery intentions specified by the advertiser), it is possible to support updating the delivery intentions in the advertisement and only retain the delivery intentions specified by the advertiser, so that the user behavior guiding role played by the advertisement matches the delivery intentions specified by the advertiser.

[0031] In a possible implementation, the method further includes: the terminal device embeds the fourth interface element into the area where the second interface element is located according to a user selection operation.

[0032] In this way, the terminal device can support manual operation by the user to edit the original advertisement and generate a new advertisement. For example, the user can select the fourth interface element in the advertising material library and embed the fourth interface element into the area where the second interface element is located, thereby replacing the second interface element with the fourth interface element (that is, using the fourth interface element to cover the second interface element), so that the new advertisement no longer includes the second interface element.

[0033] In one possible implementation, the terminal device embeds the fourth interface element into the area where the second interface element is located according to a user selection operation, specifically including: the terminal device displays a second advertising material library on a first user interface, the second advertising material library includes one or more interface elements, and the one or more interface elements include the fourth interface element; the terminal device drags the fourth interface element from the second advertising material library to the area where the second interface element is located according to the user selection operation.

[0034] Among them, the above-mentioned second advertising material library can be a search result generated by searching in the first advertising material library, and can include elements related to the delivery intention and elements unrelated to the delivery intention specified by the advertiser. The user can select the fourth interface element in the second advertising material library and drag the fourth interface element to the area where the second interface element is located, thereby replacing the second interface element with the fourth interface element (that is, using the fourth interface element to cover the second interface element), so that the second interface element is no longer included in the new advertisement.

[0035] In this way, the fourth interface element can quickly replace the second interface element through the user's dragging operation, which is convenient and fast, and improves the user experience.

[0036] In one possible implementation, the first advertising copy includes a second text and a third text, the second text is irrelevant to the second delivery intent, the third text is relevant to the second delivery intent, the third advertisement includes a third advertising copy, and the third advertising copy is generated after the second text is removed from the first advertising copy.

[0037] The first advertisement text is the advertisement text of the first advertisement, the second text may be generated by expressing the second interface element in a textual form, and the third text may be generated by expressing the third interface element in a textual form. For example, the second delivery intention is a form intention, the second interface element is an element related to the awakening intention, and the third interface element is an element related to the form intention. Then, the second text may be, for example, a text generated by expressing the awakening intention element in a textual form (for example Fig. 10B The third text may be, for example, text generated by textually expressing the form intent-related elements (for example, Fig. 10B "Fill in the rectangular form" as shown).

[0038] In this way, the expression of elements related to the delivery intention specified by the advertiser in the advertising image can be reflected in the advertising copy, and the expression of elements in the advertising copy that are inconsistent with the delivery intention specified by the advertiser can be removed, so that the communication of core information such as the delivery intention of the advertisement is consistent with the text and picture, thereby suppressing misleading delivery intentions.

[0039] In a possible implementation manner, the second text and the third text are displayed in different manners.

[0040] The above-mentioned different display modes may be realized by making different marks on the text, and the marking modes may include but are not limited to text color, text background color, detection frame, and text position coordinates.

[0041] In this way, texts used to represent different delivery intentions can be displayed differently to facilitate user viewing.

[0042] In a possible implementation, the second interface element and the third interface element are displayed differently.

[0043] Among them, the above-mentioned different display methods can be achieved by making different marks on the interface elements, and the marking methods may include but are not limited to heat maps, detection boxes, contour lines, and coordinate values.

[0044] In this way, elements used to represent different delivery intentions can be displayed differently to facilitate user viewing.

[0045] In one possible implementation, the first advertisement includes a fifth interface element, and the method also includes: the terminal device detects a fifth user operation in the first user interface; in response to the fifth user operation, the terminal device obtains a third delivery intention of the first advertisement; the terminal device displays a fourth advertisement in the first user interface, the fourth advertisement is generated after replacing the fifth interface element with a sixth interface element in the first advertisement, the sixth interface element is determined based on the third delivery intention, and the sixth interface element is used to receive the sixth user operation.

[0046] The first advertisement may be an advertisement before editing (ie, the original advertisement, for example Figure 7B The fourth advertisement may be an advertisement generated after editing the first advertisement (ie, a new advertisement, such as Figure 7C the advertisement shown), the fifth interface element may be an element unrelated to the third delivery intent (e.g., an image control, a text control, a form control, an icon control, etc.), the sixth interface element may be an element related to the third delivery intent (e.g., an image control, a text control, a form control, an icon control, etc.), the third delivery intent may be a delivery intent specified by the advertiser, the fifth user operation may include an operation by a user (e.g., an advertiser or an advertisement designer commissioned by the advertiser) to set a delivery intent (e.g., wake-up, second retention, payment, activation, registration, form, custom, etc. delivery intent) (e.g., an operation by a user to select a form delivery intent, through which an operation is implemented, for example Figure 7B The delivery intention setting shown in the figure may also include the operation of the user setting the system function (such as delivery intention embedding, delivery intention correction, delivery intention refinement and other system functions) (for example, the user selects the delivery intention correction system function, through which the operation is realized, for example Figure 7BThe sixth user operation may be an operation of a user (such as a consumer watching an advertisement) on the sixth interface element when the fourth advertisement is being played, that is, the sixth interface element may be used to receive user operations.

[0047] In a possible implementation manner, the sixth interface element is obtained from the first advertising material library.

[0048] The first advertising material library may be, for example, Figure 7B As shown in the advertising material library displayed in the advertising material display and interaction area, the sixth interface element can be obtained from the first advertising material library.

[0049] In this way, when it is necessary to obtain elements related to a certain delivery intent, one or more elements related to the delivery intent can be retrieved in the first advertising material library. When multiple elements are retrieved, one element can be selected according to preset rules and embedded into the area of ​​the original advertisement where elements unrelated to the above delivery intent are located, thereby replacing the elements in the original advertisement unrelated to the above delivery intent and generating a new advertisement.

[0050] In one possible implementation, the first advertising copy includes a fourth text, the fourth text is irrelevant to the third delivery intent, the fourth advertisement includes a fourth advertising copy, the fourth advertising copy is generated after removing the fourth text from the first advertising copy and embedding the fifth text, and the fifth text is determined based on the third delivery intent.

[0051] Among them, the first advertising copy is the advertising copy of the first advertisement, the fourth text can be generated by expressing the fifth interface element in a textual form, and the fifth text can be generated by expressing the sixth interface element in a textual form (that is, the fifth text is determined based on the third delivery intention). For example, the third delivery intention is a form intention, the fifth interface element is an element related to the wake-up intention, and the sixth interface element is an element related to the form intention. Then the fourth text can be, for example, a text generated by expressing the wake-up intention related element in a textual form (for example Figure 7B The fifth text may be, for example, text generated by textually expressing the form intention-related elements (for example, Figure 7C "Fill in the rectangular form" as shown).

[0052] In this way, the expression of elements related to the delivery intention specified by the advertiser in the advertising image can be reflected in the advertising copy, and the expression of elements in the advertising copy that are inconsistent with the delivery intention specified by the advertiser can be removed, so that the communication of core information such as the delivery intention of the advertisement is consistent with the text and picture, thereby suppressing misleading delivery intentions.

[0053] In the present application, the three system functions of delivery intention embedding, delivery intention correction, and delivery intention refinement may be provided at the same time, or only one or two of them may be provided.

[0054] In a second aspect, an embodiment of the present application provides an advertisement generation method, which is applied to a terminal device, the method comprising: the terminal device displays a first advertisement in a first user interface, the first advertisement includes a second interface element and a third interface element, and the second interface element is different from the third interface element; the terminal device detects a third user operation in the first user interface; in response to the third user operation, the terminal device obtains a second delivery intention of the first advertisement; the terminal device displays a third advertisement in the first user interface, the third advertisement does not include the second interface element, and the third advertisement is generated after the second interface element is removed from the first advertisement, or the third advertisement is generated after the second interface element is replaced with a fourth interface element in the first advertisement, wherein the second interface element is not related to the second delivery intention, the third interface element is related to the second delivery intention, and the third interface element is used to receive the fourth user operation.

[0055] In a third aspect, an embodiment of the present application provides an advertisement generation method, which is applied to a terminal device, the method comprising: the terminal device displays a first advertisement in a first user interface, the first advertisement including a fifth interface element; the terminal device detects a fifth user operation in the first user interface; in response to the fifth user operation, the terminal device obtains a third delivery intention of the first advertisement; the terminal device displays a fourth advertisement in the first user interface, the fourth advertisement is generated after replacing the fifth interface element in the first advertisement with a sixth interface element, the sixth interface element is determined based on the third delivery intention, and the sixth interface element is used to receive the sixth user operation.

[0056] In a fourth aspect, an embodiment of the present application provides an electronic device, comprising one or more processors and one or more memories; wherein the one or more memories are coupled to the one or more processors, and the one or more memories are used to store computer program code, and the computer program code includes computer instructions, and when the one or more processors execute the computer instructions, the electronic device executes the method described in any possible implementation of the first aspect, the second aspect, or the third aspect above.

[0057] In a fifth aspect, an embodiment of the present application provides a computer storage medium, which stores a computer program, wherein the computer program includes program instructions. When the program instructions are executed on an electronic device, the electronic device executes the method described in any possible implementation of the first aspect, the second aspect, or the third aspect.

[0058] In a sixth aspect, an embodiment of the present application provides a computer program product. When the computer program product runs on a computer, it enables the computer to execute the method described in any possible implementation of the first aspect, the second aspect, or the third aspect above. BRIEF DESCRIPTION OF THE DRAWINGS

[0059] Figure 1A-1B This is a schematic diagram of a scenario for embedding a delivery intention provided in an embodiment of the present application;

[0060] Figure 2A-2B is a schematic diagram of a scenario of delivery intention correction provided by an embodiment of the present application;

[0061] Figure 3A-3B This is a schematic diagram of a scenario for extracting delivery intentions provided in an embodiment of the present application;

[0062] Figure 3C is a schematic diagram of a communication system provided in an embodiment of the present application;

[0063] Figure 4A It is a flowchart of an advertisement generation method provided by an embodiment of the present application in a delivery intention embedding scenario;

[0064] Figure 4B-Figure 4I It is a series of user interface schematic diagrams involved in the advertisement generation method provided by the embodiment of the present application in the scenario of embedding the delivery intention;

[0065] Figure 5A-5D This is a schematic diagram of a specific application scenario of embedding the original advertisement image and text into a new advertisement image and text provided by an embodiment of the present application;

[0066] Figure 6A-6F It is a series of schematic diagrams involved in the specific implementation process of embedding the delivery intention into the advertisement image and text provided by the embodiment of the present application;

[0067] Fig. 7A It is a flowchart of an advertisement generation method provided by an embodiment of the present application in a delivery intention correction scenario;

[0068] Figure 7B-7C It is a series of user interface schematic diagrams involved in the advertisement generation method provided by the embodiment of the present application in the delivery intention correction scenario;

[0069] Figure 8A-B This is a schematic diagram of a specific application scenario of correcting the delivery intention of the original advertisement image and text to generate a new advertisement image and text provided by an embodiment of the present application;

[0070] Figure 9A-9E It is a series of schematic diagrams involved in the specific implementation process of delivery intention correction provided in the embodiment of the present application;

[0071] Fig. 10A It is a flowchart of an advertisement generation method provided by an embodiment of the present application in a delivery intention refinement scenario;

[0072] Figure 10B-10G It is a series of schematic diagrams involved in the advertisement generation method provided in the embodiment of the present application in the scenario of delivery intention extraction;

[0073] Figure 11A-11B This is a schematic diagram of a specific application scenario for extracting the delivery intention of the original advertisement image and text to generate a new advertisement image and text provided by an embodiment of the present application;

[0074] Fig.12 It is a schematic diagram of a possible cooperation mode between an internal module of a terminal device 100 and an internal module of a server 200 involved in a process of executing an advertisement generation method provided by an embodiment of the present application;

[0075] Fig.13 is a structural diagram of a server 200 provided in an embodiment of the present application;

[0076] Fig.14 It is a structural diagram of a terminal device 100 provided in an embodiment of the present application. DETAILED DESCRIPTION

[0077] The following will be combined with the drawings in the embodiments of the present application to clearly and completely describe the technical solutions in the embodiments of the present application. In the description of the embodiments of the present application, unless otherwise specified, " / " means or, for example, A / B can mean A or B; "and / or" in the text is only a description of the association relationship of the associated objects, indicating that there can be three relationships, for example, A and / or B can mean: A exists alone, A and B exist at the same time, and B exists alone. In addition, in the description of the embodiments of the present application, "multiple" means two or more than two.

[0078] It should be understood that the terms "first", "second", etc. in the specification, claims and drawings of the present application are used to distinguish different objects, rather than to describe a specific order. In addition, the terms "including" and "having" and any variations thereof are intended to cover non-exclusive inclusions. For example, a process, method, system, product or device that includes a series of steps or units is not limited to the listed steps or units, but may optionally include steps or units that are not listed, or may optionally include other steps or units that are inherent to these processes, methods, products or devices.

[0079] Reference to "embodiments" in this application means that a particular feature, structure, or characteristic described in conjunction with the embodiments may be included in at least one embodiment of the present application. The appearance of the phrase in various locations in the specification does not necessarily refer to the same embodiment, nor is it an independent or alternative embodiment that is mutually exclusive with other embodiments. It is explicitly and implicitly understood by those skilled in the art that the embodiments described in this application may be combined with other embodiments.

[0080] The term "user interface (UI)" in the following embodiments of the present application refers to a medium interface for interaction and information exchange between an application or operating system and a user, which realizes the conversion between the internal form of information and the form acceptable to the user. The user interface is a source code written in a specific computer language such as Java and extensible markup language (XML). The interface source code is parsed and rendered on an electronic device, and finally presented as content that can be recognized by the user. The commonly used form of user interface is a graphical user interface (GUI), which refers to a user interface related to computer operation displayed in a graphical manner. It can be a visual interface element such as text, icons, buttons, menus, tabs, text boxes, dialog boxes, status bars, navigation bars, widgets, etc. displayed on the display screen of an electronic device.

[0081] The advertisement generation method provided in the embodiments of the present application can be applied to a variety of advertisement delivery scenarios.

[0082] To facilitate understanding, several typical advertising scenarios and advertising intentions (also called advertising conversion intentions) are first introduced.

[0083] Typical advertising scenarios:

[0084] 1. Open screen

[0085] The ad is displayed when the application starts loading. After the display is completed, the ad is automatically closed and the main interface of the application is entered. It is suitable for displaying on applications with many active users and high frequency of user use.

[0086] 2. Interstitial

[0087] Display ads when the application is started, paused or exited. The display timing can cleverly avoid the user's normal experience of the application, quickly attract the user's attention, and the large size has a good exposure effect.

[0088] 3. Native

[0089] Advertising content is embedded in the design of the application as part of the information flow or service content, causing less interference to users and is commonly seen in information flow scenarios.

[0090] 4. Banner

[0091] Advertisement content is displayed in the application in the form of a notification bar or rectangle, and is suitable for displaying on pages where users stay for a long time or visit frequently.

[0092] 5. Motivational Video

[0093] Users can get corresponding incentives within the application by watching the entire video ad. This provides a good user experience and high revenue, and is usually suitable for gaming applications.

[0094] Not limited to the above-mentioned typical advertising delivery scenarios, the advertisement generation method provided in the embodiments of the present application can also be applied to other advertising delivery scenarios supported by advertising delivery media, and the embodiments of the present application do not limit this.

[0095] Typical advertising intent:

[0096] 1. Wake up

[0097] Before the advertisement is displayed, the user has downloaded and installed a certain application. When the advertisement is displayed, the user operates on the advertisement content (for example, clicks on the text, icon, etc. in the advertisement content) to open the application.

[0098] 2. Second stay

[0099] A user downloads and installs a certain application based on a recommendation advertisement of the application, and the user opens the application again on the next day after the application is downloaded and installed.

[0100] 3. Payment

[0101] Users pay for the relevant content recommended in the advertisement. For example, an advertisement recommends a product and provides a purchase link for the product. The user clicks on the link to enter the product details page and places an order to purchase the product.

[0102] 4. Activation

[0103] Before the advertisement is displayed, the user has not downloaded and installed a certain application. When the advertisement is displayed, the user operates on the advertisement content (for example, clicks on the text, icons, etc. in the advertisement content) to download and install the application. After the installation is complete, the user opens the application.

[0104] 5. Registration

[0105] Users register accounts based on relevant content in the advertisement.

[0106] 6. Forms

[0107] Users fill in information based on relevant content in the advertisement, so that advertisers can collect user information in the form of a form.

[0108] The advertising delivery intention is not limited to the above-mentioned typical advertising delivery intentions, and the advertising delivery intention may also include more valuable user behaviors customized by advertisers, which is not limited in the embodiments of the present application.

[0109] In this application, delivery intent may refer to the ability to receive specific operations performed by users that are valuable to the advertiser's own business when the terminal device plays an advertisement. Delivery intent related elements (such as image controls, text controls, form controls, icon controls, etc.) can be used to receive specific operations performed by users that are valuable to the advertiser's own business.

[0110] In the present application, an advertisement (also referred to as an advertisement graphic) may include both an advertisement image and an advertisement text; an advertisement may also include only an advertisement image or only an advertisement text.

[0111] Lack of conversion guidance is an important factor leading to low conversion rates in advertising. Before advertising, advertisers usually specify specific user actions that are valuable to their own business (such as activation, wake-up, forms, etc.). The advertising platform charges the advertiser's ads based on the achievement of the conversion goals specified by the advertiser. However, many advertisers usually ignore conversion guidance in the creative design of advertisements. Users watch the advertisements or click on the relevant content in the advertisements, but do not perform specific actions that are valuable to the advertiser's own business, resulting in a low conversion rate for advertising.

[0112] At present, automated ad copy generation technology can solve the problem of irrelevant ad images and texts to a certain extent, and can support the generation of ad copy for different scenarios (for example, generating differentiated ad copy for different marketing scenarios such as hot products, promotions, and new products). However, ad copy generated using automated ad copy generation technology generally has the problems of "dependence on original copy or keywords in original copy", "introduction of wrong information", "serious templates", etc., and cannot embed the advertiser's delivery intention into the ad. In addition, with regard to the modification of ad copy, automated ad copy generation technology is not suitable for display ads such as splash ads, interstitial ads, and banner ads, and its application scenarios are relatively limited.

[0113] For example, there is currently a typical scheme for generating advertising copy. First, a product knowledge base is built for the product to be advertised, and the content generated by the user is regularly obtained from the Internet and converted into a graph. Then, key information used to represent the user's intention is obtained from the graph. Finally, the main points of the content of the advertisement to be placed are determined based on the user's intention and the product knowledge base, and the main points of the content are input into a preset advertising language model to generate advertising copy.

[0114] It can be seen that the above-mentioned advertising effect improvement solution for advertising copy has limited application scenarios and is not suitable for delivery scenarios such as splash screen, banner, and interstitial screen that do not present advertising copy. Moreover, the solution generates advertising copy with the goal of highlighting the selling points of the advertisement, and cannot embed information on the delivery intent dimension into the advertisement. In addition, the solution only supports the communication of the main attributes of the advertising content, and cannot identify and correct elements in the advertisement that are misleading about the delivery intent (such as image elements, etc.).

[0115] There are some existing solutions similar to the above solutions. In summary, the common disadvantages of these solutions include the following three points:

[0116] 1. The application scenarios are limited and it is not suitable for delivery scenarios that do not present advertising copy, such as splash screen, banners, and interstitials.

[0117] 2. It only supports the extraction and communication of key information in the advertising content, and cannot integrate the advertiser's delivery intention into the advertisement. For example, it cannot embed elements related to the advertiser's delivery intention into the advertising image, and the correlation between the delivery intention between the advertising image and text cannot be reflected in the generated advertising copy.

[0118] 3. It is impossible to correct the misleading elements of delivery intent in the advertising images, and it does not support the refinement of the target delivery intent.

[0119] Based on the above problems, an embodiment of the present application provides an advertisement generation method. In the case where the advertisement image and text lack the delivery intention specified by the advertiser, delivery intention-related elements (or delivery intention-related materials) can be embedded in the advertisement image, and the expression of the embedded delivery intention-related elements can be reflected in the advertisement copy. In this way, the delivery intention-related elements in the advertisement image can be intuitively reflected in the expression of the advertisement copy, so that the communication of core information such as the delivery intention of the advertisement is consistent with the image and text, and is suitable for a variety of advertising delivery scenarios such as picture advertisements, copy advertisements, and image and text advertisements. In addition, when there are erroneous / interfering delivery intentions (i.e., delivery intentions that are inconsistent with the delivery intentions specified by the advertiser) in the advertising images and texts, elements related to the correct delivery intentions (i.e., the delivery intentions specified by the advertiser) can be embedded in the advertising images to cover or remove the elements related to the erroneous / interfering delivery intentions. The relevant expressions of the erroneous / interfering delivery intentions in the advertising copy can also be removed, and the elements related to the correct delivery intentions that have been embedded in the advertising images can be expressed in the form of copywriting and embedded in the advertising copy. In this way, the misleading delivery intentions in the advertising images and the delivery intentions specified by the advertiser can be corrected, and the delivery intentions specified by the advertiser can be embedded in the advertising images and texts, so that the advertisements have an intuitive user behavior guiding effect, which helps to improve the conversion effect of the advertisements.

[0120] The present application provides an advertisement generation method, which mainly includes the following three solutions:

[0121] Solution 1: Delivery Intent Embedding

[0122] "Delivery intent embedding" may refer to embedding elements (such as images, controls / buttons, icons, edit boxes, artistic text, etc.) and / or text related to the delivery intent specified by the advertiser into the advertising image and text.

[0123] First, locate the delivery intent related elements in the advertising image and the delivery intent related text fragments in the advertising copy, and then select the advertising content (such as partial images, text fragments, etc.) that is strongly related to the delivery intent specified by the advertiser. When the delivery intent related elements specified by the advertiser are missing in the advertising image, the delivery intent related elements (such as application jump related buttons / copy corresponding to the wake-up intent, recharge discount related icons / copy corresponding to the payment intent, etc.) can be retrieved from the advertiser's advertising material library. Further, the advertising irrelevant / weakly related areas (such as background areas, non-instance areas, etc.) in the advertising image can be located, and the retrieved delivery intent related elements can be embedded in the area to generate a new advertising image. When the delivery intent related text specified by the advertiser is missing in the advertising copy, the delivery intent related elements embedded in the advertising image can be expressed in text form (for example, the registration intent related elements can be expressed in text form as "click the icon below to register", and the form intent can be expressed in text form as "fill in the information box on the right", etc.) and embedded in the advertising copy and fine-tuned to generate a new advertising copy with continuous semantics.

[0124] For example, assume that the delivery intent specified by the advertiser is form intent. Figure 1A If the intention represented by the triangle and circle elements in the original advertisement image is not the form intention (as an example, the triangle and circle are examples, in actual scenarios, they can be any advertisement elements), and therefore the original advertisement image lacks elements related to the form intention, then the form intention related elements can be retrieved from the advertisement material library, such as the elements represented by the rectangle (in actual scenarios, the rectangle can be any advertisement element related to the form), and embedded into the appropriate position in the advertisement image (i.e., the position that does not block the main information of the advertisement image), thereby generating a new advertisement image containing elements related to the form intention. Figure 1B If the original advertisement copy "XXXXXXXX" (for example, "Click to buy") lacks the form intent related text (or related expressions), then the form intent related elements embedded in the original advertisement image can be expressed in a textual form (for example, "Fill in the information in the form on the left") and embedded in the original advertisement copy, thereby generating a new advertisement copy containing the form intent related text (for example, "XXXXXXXX, fill in the information in the form on the left").

[0125] Solution 2: Delivery Intention Correction

[0126] “Delivery intent correction” may mean replacing relevant elements and / or text that do not match the delivery intent specified by the advertiser with relevant elements and / or text that match the delivery intent specified by the advertiser, or directly removing relevant elements and / or text that do not match the delivery intent specified by the advertiser.

[0127] First, the main delivery intent presented in the advertising image is identified, and the elements in the advertising image that are strongly related to the main delivery intent (such as image elements, etc.) are located. At the same time, the main delivery intent expressed in the advertising copy is identified, and the text fragments in the advertising copy that are strongly related to the main delivery intent are located. Then, the consistency of the delivery intent represented by the advertising image and the advertising copy with the delivery intent specified by the advertiser is calculated respectively. When the main delivery intent presented in the advertising image is inconsistent with the delivery intent specified by the advertiser (i.e., the correct delivery intent) (for example, the consistency coefficient is less than a preset value t), the delivery intent-related elements specified by the advertiser can be retrieved from the advertiser's advertising material library and embedded into the advertising image to cover or remove the erroneous / interfering delivery intent-related elements in the advertising image (i.e., delivery intent-related elements that are inconsistent with the correct delivery intent), thereby generating a new advertising image. When the main delivery intent expressed in the advertising copy is inconsistent with the delivery intent specified by the advertiser, the text fragments related to the erroneous / interfering delivery intent in the advertising copy can be removed, and the delivery intent-related elements specified by the advertiser that have been embedded in the advertising image can be expressed in textual form and embedded into the remaining text in the advertising copy and fine-tuned to generate new semantically continuous advertising copy.

[0128] For example, assume that the delivery intent specified by the advertiser is form intent. Figure 2A If the intention represented by the triangle element, circle element, or octagon element in the original advertisement image is not the form intention (as an example, the triangle, circle, or octagon are examples, and in actual scenarios, they can be any advertisement elements), and therefore, the original advertisement image lacks elements related to the form intention, and has elements related to the error / interference delivery intention (such as an octagon element representing the wake-up intention), then the form intention related elements, such as the elements represented by the rectangle (in actual scenarios, the rectangle can be any advertisement element related to the form), can be retrieved from the advertisement material library, and embedded into the position of the error / interference delivery intention related elements in the original advertisement image to cover the error / interference delivery intention related elements (or, embed it into a suitable position in the original advertisement image, and remove the error / interference delivery intention related elements), thereby generating a new advertisement image containing elements related to the form intention. See . Figure 2BIf the original advertising copy "XXXXXXXX, click the link to enter the app to view" (for example, "For product details, click the link to enter the app to view") lacks text related to form intent, and there are text fragments related to error / interference delivery intent (for example, wake-up intent related expressions "Click the link to enter the app to view"), then the text fragments related to error / interference delivery intent in the original advertising copy can be removed, and the form intent related elements embedded in the original advertising image can be expressed in text form (for example, "Fill in the information in the form on the left") and then embedded in the original advertising copy, thereby generating a new advertising copy containing text related to form intent (for example, "XXXXXXXX, fill in the information in the form on the left").

[0129] Solution 3: Refining the delivery intention

[0130] "Delivery intent extraction" may mean that when there are multiple delivery intentions in the advertising image and text, the relevant elements and / or text that do not match the delivery intention specified by the advertiser can be visually presented to the user, supporting the user to manually correct the delivery intention and other operations, thereby updating the delivery intention in the advertising image and text.

[0131] First, all delivery intentions represented in the advertising images and advertising copy are identified, and delivery intention-related elements (such as image elements) and delivery intention-related text fragments corresponding to each delivery intention are located. Then, the strength d of the delivery intention represented in the advertising images and advertising copy is calculated respectively, and the strongly relevant delivery intention (also referred to as strongly limited delivery intention or main delivery intention) is screened based on d and a threshold k pre-set by the user. In the case of d>k, the represented delivery intention can be considered to be a strongly relevant delivery intention. When the strongly relevant delivery intention-related elements in the advertising image include both correct delivery intention (also referred to as target delivery intention, i.e., the delivery intention specified by the advertiser)-related elements and erroneous / interfering delivery intention-related elements, the correct delivery intention-related elements and / or delivery intention-irrelevant elements (i.e., materials unrelated to the delivery intention) can be retrieved from the advertiser's advertising material library, and presented as candidate elements in the candidate material area in the interactive interface of the terminal device. Furthermore, advertisement-irrelevant / weakly relevant areas (e.g., background areas, areas without instances, etc.) and areas related to erroneous / interfering delivery intentions in advertisement images can be located and marked (e.g., marked with heat maps, detection frames, etc.), and displayed in an interactive interface. The terminal device can support users to drag candidate elements into advertisement images as needed, for example, drag candidate elements into erroneous / interfering delivery intention-related areas to cover erroneous / interfering delivery intention-related elements, or directly remove erroneous / interfering delivery intention-related elements, thereby generating new advertisement images. When the strongly relevant delivery intention-related text segments in the advertisement copy include both correct delivery intention-related text segments and erroneous / interfering delivery intention-related text segments, the erroneous / interfering delivery intention-related text segments can be marked (e.g., marked with a certain color font, background color, detection frame, etc.), and displayed in an interactive interface. The terminal device can support users to select and remove erroneous / interfering delivery intention-related text segments as needed. Furthermore, the terminal device can fine-tune the remaining advertisement copy to generate semantically continuous new advertisement copy.

[0132] For example, assume that the delivery intent specified by the advertiser is form intent. Figure 3A, if the intention represented by the rectangular element in the original advertisement image is the form intention, and the octagonal element and the triangular element do not represent the form intention (as an example, the rectangle, octagon, and triangle are examples for explanation, in actual scenarios, they can be any advertisement elements), therefore, the original advertisement image contains both form intention related elements and error / interference delivery intention related elements (such as the octagonal element representing the wake-up intention), then, delivery intention-irrelevant elements, such as the elements represented by arrows (in actual scenarios, arrows can be any elements unrelated to delivery intention), can be retrieved from the advertisement material library and embedded into the position of the error / interference delivery intention related elements in the original advertisement image to cover the error / interference delivery intention related elements (or, directly remove the error / interference delivery intention related elements), thereby generating a new advertisement image containing only form intention related elements. See . Figure 3B , if the original advertising copy "XXXXXXXX, click the link to enter the app to view, and fill in the information in the form on the left" (for example, "For product details, click the link to enter the app to view, and fill in the information in the form on the left") contains both text fragments related to the form intent (for example, the form intent related expression "Fill in the information in the form on the left") and text fragments related to the error / interference delivery intent (for example, the wake-up intent related expression "Click the link to enter the app to view"), then the text fragment related to the error / interference delivery intent in the original advertising copy can be removed to generate a new advertising copy that only contains text fragments related to the form intent (for example, "XXXXXXXX, fill in the information in the form on the left").

[0133] In the present application, the above-mentioned Scheme 1 and Scheme 2 both involve scenarios in which the advertising image and text only contains one delivery intention (or one main delivery intention), and the above-mentioned Scheme 3 involves scenarios in which the advertising image and text contains multiple delivery intentions (or multiple main delivery intentions), and the above-mentioned Scheme 3 adds an interactive function on the basis of the above-mentioned Schemes 1 and 2, which can support users to manually edit the advertising image and text in the interactive interface of the terminal device.

[0134] The above three solutions will be described in detail in the subsequent embodiments and will not be expanded here.

[0135] A communication system provided by an embodiment of the present application is introduced below.

[0136] Figure 3C A communication system provided by an embodiment of the present application is exemplified.

[0137] like Figure 3C As shown, the communication system may include: a terminal device 100 and a server 200.

[0138] The terminal device 100 may be an electronic device with a display screen, and may be of various types, and the present application embodiment does not limit the specific type of the terminal device 100. For example, the terminal device 100 may be a mobile phone, a tablet computer, a desktop computer, a laptop computer, a handheld computer, a notebook computer, and the like.

[0139] In an embodiment of the present application, the terminal device 100 can be used to display, edit, etc. advertising images, advertising texts, etc.; it can also be used to perform function / parameter settings (such as settings for embedding, correcting, refining, etc. of advertising delivery intentions, settings for advertisers' target delivery intentions); it can also be used to perform data communications with other devices (such as server 200); and so on.

[0140] In some examples, the terminal device 100 may also support the installation of multiple applications, such as camera applications, image management applications, image processing applications, word processing applications, telephone applications, email applications, instant messaging applications, network communication applications, media playback applications, geographic location positioning applications, time management applications, and the like.

[0141] In the embodiment of the present application, the terminal device 100 may implement the advertisement generation method provided in the present application through an advertising application installed on the terminal device 100, or may implement the advertisement generation method provided in the present application through an advertising delivery platform (or creative tool / platform, such as an advertising delivery website), and the embodiment of the present application is not limited to this.

[0142] The server 200 may be a traditional server or a cloud server, which is not limited in the present embodiment. The server 200 may be a server or other server that can provide multiple devices with access at the same time, or a server cluster composed of multiple regions, multiple computer rooms, and multiple servers. The server 200 may generally support message storage and distribution programs, large-scale data storage programs, large-scale data processing programs, data redundancy backup programs, and the like.

[0143] In an embodiment of the present application, server 200 can be used to extract features of advertising images, advertising texts, etc.; it can also be used to identify the delivery intention of advertising images and texts; it can also be used to synthesize advertising images; it can also be used to synthesize advertising texts; it can also be used to generate advertising image and text tags; it can also be used to communicate data with other devices (such as terminal device 100); and so on.

[0144] It should be understood that Figure 3C This is only a schematic diagram of the architecture of the communication system and should not be construed as limiting the present application. The embodiment of the present application does not limit the number of terminal devices 100 and servers 200 included in the communication system.

[0145] Example 1: Embedding delivery intent

[0146] Figure 4A The specific process of an advertisement generation method provided by an embodiment of the present application in a delivery intention embedding scenario is exemplified.

[0147] like Figure 4A As shown, the method can be applied to a communication system including a terminal device 100 and a server 200.

[0148] In the embodiment of the present application, the terminal device 100 may provide an interactive interface for realizing functions such as displaying and editing advertisement images and texts. The interactive interface may be a user interface provided by an advertisement application installed on the terminal device 100, or a user interface provided by an advertisement delivery platform. The embodiment of the present application does not limit this. The interactive interface may be, for example, Figure 4B User interface 410 is shown as an example.

[0149] See also Figure 4B The user interface 410 may include multiple areas, such as an advertising image and text display and interaction area, an advertising material display and interaction area, and a function / parameter setting area, wherein the advertising image and text display and interaction area can be used to display advertising images and receive user operations on advertising images (such as inputting advertising images, editing advertising images, etc.), the advertising material display and interaction area can be used to display advertising materials and receive user operations on advertising materials (such as loading an advertising material library, selecting advertising materials in the advertising material library, etc.), and the function / parameter setting area can be used to display configurable delivery intentions (such as wake-up, secondary retention, payment, activation, registration, form, customization, etc.) and system functions (such as delivery intention embedding, delivery intention correction, delivery intention refinement, etc.), and receive user setting operations on delivery intentions and system functions.

[0150] Combine the following Figure 4A-Figure 4I The specific steps for embedding delivery intent are described in detail:

[0151] S401-S402, the terminal device 100 detects the user's operation of function / parameter setting (such as delivery intention, system function, etc.), and in response to the operation, the terminal device 100 sets the delivery intention and system function specified by the user, wherein the system function is embedded in the delivery intention.

[0152] It is easy to understand that the above-mentioned user may refer to an advertiser or an advertisement designer commissioned by the advertiser.

[0153] See also Figure 4BThe terminal device 100 can support the user to set the delivery intention and system function in the function / parameter setting area. The embodiment of the present application does not limit the time sequence of the user to set the delivery intention and system function.

[0154] For example, the user first sets the delivery intention, and the terminal device 100 can detect the user's Figure 4B The operation (eg, a click operation) of the exemplary option 413 is performed. In response to the operation, the terminal device 100 may display Figure 4C Window 415 is shown as an example.

[0155] See also Figure 4C , the window 415 may include one or more delivery intent options (such as wake-up, second stay, payment, activation, registration, form, custom delivery intent options, etc.), and the one or more delivery intent options can be used by the user to set the delivery intent. For example, the delivery intent that the user wants to set is a form intent, then the terminal device 100 can detect the user's Figure 4C The exemplary form intention option operation (eg, click operation) is performed, and in response to the operation, the terminal device 100 can set the delivery intention to Figure 4D Example form intent shown.

[0156] The delivery intention set by the user may refer to the delivery intention specified by the advertiser.

[0157] It should be noted that in the embodiments of the present application, only one delivery intention is set by the user as an example, which should not constitute a limitation of the present application. In some examples, the user can also set multiple delivery intentions. For example, the user can Figure 4C In the window 415 shown, multiple delivery intentions are selected to complete the setting of multiple delivery intentions.

[0158] See also Figure 4D , the user can also set system functions. For example, the terminal device 100 can detect the user's operation on option 414 (such as a click operation), and in response to the operation, the terminal device can display Figure 4E Window 416 is shown as an example.

[0159] See also Figure 4E , the window 416 may include one or more system function options (such as delivery intention embedding, delivery intention correction, delivery intention refinement, etc.), and the one or more system function options may be used by the user to set the system function. For example, if the system function that the user wants to set is delivery intention embedding, then the terminal device 100 may detect the user's Figure 4EIn response to the operation (e.g., a click operation) of the exemplary delivery intention embedding option, the terminal device 100 may set the system function to Figure 4F Example of delivery intent embedding shown.

[0160] The system function may refer to functions such as embedding, correcting, and refining the delivery intent of the advertisement image and text based on the delivery intent set by the user. For example, if the system function set by the user is embedding the delivery intent, then in the subsequent steps, elements and / or texts related to the delivery intent set by the user can be embedded into the advertisement image and text.

[0161] Easy to understand, because Figure 4A The scenario corresponding to the illustrated embodiment is a delivery intention embedding scenario, and therefore, the system function set by the user can be embedded in the delivery intention.

[0162] S403-S404, the terminal device 100 detects the operation of the user inputting the original advertisement image and text and loading the advertisement material library. In response to the operation, the terminal device 100 displays the original advertisement image and text and the advertisement material library.

[0163] See also Figure 4F The terminal device 100 can support the user to input the original advertisement image and text and load the advertisement material library in the advertisement image and text display and interaction area and the advertisement material display and interaction area. The original advertisement image and text and the advertisement material library can be pre-stored on the terminal device 100. The embodiment of the present application does not limit the time sequence of the user inputting the original advertisement image and text and loading the advertisement material library.

[0164] For example, if the user first inputs the original advertisement image and text, the user can Figure 4F For example, the terminal device 100 may detect the user's operation (e.g., a click operation) on option 411. In response to the operation, the terminal device 100 may display a file list interface (not shown in the figure), which may include files corresponding to the original advertisement image and text. Further, the terminal device 100 may detect the user's operation of selecting a file corresponding to the original advertisement image and text. In response to the operation, the terminal device 100 may input and display the original advertisement image and text on the Figure 4G An exemplary advertisement text and image display and interactive area is shown.

[0165] See also Figure 4G The original advertisement text may include an original advertisement picture 417 and an original advertisement text 418 (eg, “XXXXXXXX”).

[0166] Continue reading Figure 4GFor example, the user can also load the advertising material library by operating option 412 in the advertising material display and interaction area. For example, the terminal device 100 can detect the user's operation on option 412 (such as a click operation), and in response to the operation, the terminal device 100 can display a file list interface (not shown in the figure), which can include files corresponding to the advertising material library. Further, the terminal device 100 can detect the user's operation of selecting a file corresponding to the advertising material library. In response to the operation, the terminal device 100 can load and display the advertising material library on Figure 4H Example of creative display and interactive areas shown.

[0167] Among them, the advertising material library can be used to provide various materials for editing advertising graphics and texts, such as pictures, controls / buttons, icons, edit boxes, artistic words, texts, etc.

[0168] See also Figure 4H The creative display and interaction area can display some or all of the creatives in the creative library. When some of the creatives are displayed, users can drag the slider or click the pull-up / pull-down option to view other creatives that are not displayed.

[0169] It should be noted that the above Figure 4F-4G The above is only an example of a possible implementation method of inputting the original advertisement image and text and loading the advertisement material library. In some other embodiments of the present application, the implementation method of inputting the original advertisement image and text and loading the advertisement material library may be other, which is not limited in the embodiments of the present application.

[0170] It should be noted that the embodiment of the present application does not limit the execution time sequence of the above steps S401-step S402 and the above steps S403-step S404, and the above steps S401-step S402 can be executed before the above steps S403-step S404, or after the above steps S403-step S404.

[0171] In some examples, the terminal device 100 may also display a confirmation control in the function / parameter setting area, such as Figure 4H As shown in the confirmation control, after the user has selected the delivery intention and system function, the user can click the confirmation control to indicate that the user has completed the setting of the delivery intention and system function. Further, the terminal device 100 can obtain the information of the delivery intention and system function that the user has set, and perform subsequent operations.

[0172] S405 , the terminal device 100 sends a message 1 to the server 200 , wherein the message includes information about the original advertisement image and text, the advertisement material library, the delivery intention, and the system function.

[0173] Specifically, after completing the delivery intention setting, system function setting, and completing the original advertising image and text input and advertising material library loading, the terminal device 100 can send a message 1 to the server 200, which may include information about the original advertising image and text, advertising material library, delivery intention, and system function.

[0174] In this way, the terminal device 100 can upload the original advertisement image and text and the advertisement material library to the server 200 so that the server 200 can execute subsequent steps to complete the embedding of the delivery intention.

[0175] It should be noted that the above step S405 can be automatically triggered and executed by the terminal device 100 (for example, the above step S405 is automatically triggered and executed after the user completes the delivery intention setting, system function setting, and completes the original advertising image and text input and the advertising material library loading), or it can be triggered by the user operation of the terminal device 100 (for example, an option for sending the above message 1 to the server 200 can be displayed on the terminal device 100, and the terminal device 100 executes the above step S405 after detecting that the user clicks on the option). The embodiments of the present application are not limited to this.

[0176] In some examples, the server 200 may also pre-store an advertising material library provided by the user of the terminal device 100. In this case, the information of the advertising material library may not be included in the message 1. In other examples, when the advertising material library is updated, the information of the advertising material library may be included in the message 1 so that the server 200 can update the advertising material library in a timely manner.

[0177] S406. When the server 200 determines based on the message 1 that the original advertisement image and text lacks elements and / or text related to the delivery intention, the server 200 embeds the missing elements and / or text related to the delivery intention into the original advertisement image and text, thereby generating a new advertisement image and text.

[0178] Specifically, after receiving the above message 1 sent by the terminal device 100, the server 200 can learn the delivery intention and system function based on the above message 1. Since the system function is the delivery intention embedding, the server 200 can determine whether the delivery intention related elements and / or text are missing in the original advertisement image and text based on the information of the original advertisement image and text included in the above message 1. For example, the server 200 can locate the delivery intention related elements and delivery intention related text segments in the original advertisement image and the original advertisement copy respectively. When the server 200 determines that the delivery intention related elements are missing in the original advertisement image (that is, the related elements corresponding to the delivery intention set by the user are missing), the server 200 can retrieve the delivery intention related elements in the advertisement material library and embed the delivery intention related elements into a reasonable area (such as a background area, an area without an instance, etc.) in the original advertisement image. When the server 200 determines that the delivery intention related text segment is missing in the original advertisement copy (that is, the related text segment corresponding to the delivery intention set by the user is missing), the server 200 can express the delivery intention related elements embedded in the advertisement image in a textual form and embed them into the original advertisement copy and make fine adjustments, thereby generating a new advertisement copy with continuous semantics. At this point, the new advertising image and text are generated.

[0179] There are many specific implementation methods for the above step S406, which are not limited in the present embodiment. Figure 6A-6F A possible implementation of the above step S406 is described in detail in the exemplary embodiment, which will not be expanded here.

[0180] S407: The server 200 sends a message 2 to the terminal device 100, where the message includes information about the new advertisement image and text.

[0181] Specifically, after generating the new advertisement image and text, the server 200 may send a message 2 to the terminal device 100 , and the message may include information of the new advertisement image and text, so that the terminal device 100 may display the new advertisement image and text based on the information of the new advertisement image and text.

[0182] S408 . The terminal device 100 displays new advertisement graphics and text based on the message 2 .

[0183] Specifically, after receiving the message 2 sent by the server 200 , the terminal device 100 may display new advertisement graphics and text based on the message 2 .

[0184] For example, see Fig. 4I , the advertisement image and text displayed in the interactive area can be the generated new advertisement image and text. Since the delivery intention set by the user is the form intention, and the system function is the delivery intention embedding, the server 200 determines the original advertisement image (for example Figure 4GIn the case where the form intent related elements are missing in the advertisement image 417 shown in the exemplary embodiment, the server 200 may embed the form intent related elements in the original advertisement image (for example, compared to Figure 4G The exemplary advertisement picture 417 is shown. Fig. 4I The newly added rectangular element in the exemplary advertising image 419 is generated to generate a new advertising image (eg Fig. 4I The server 200 determines the original advertisement text (eg, Figure 4G In the case where the form intent related text segment is missing in the exemplary advertisement copy 418, the server 200 may include a text segment in the original advertisement copy (eg Figure 4G The exemplary advertising copy 418) is embedded with a text segment after the form intention related elements are expressed in a copywriting manner (for example, compared to Figure 4G The exemplary advertising copy 418 is shown. Fig. 4I The text segment “Fill in the information in the form on the left” is added to the exemplary advertising copy 420, thereby generating a new advertising copy (eg Fig. 4I The exemplary advertising copy 420 is shown).

[0185] In the embodiment of the present application, the above Figure 4A The method shown is performed by the terminal device 100 and the server 200 together as an example. Figure 4A The method shown can also be completed by the terminal device 100 independently without the participation of the server 200. It is easy to understand that in this case, the above Figure 4A Step S406 in the above may be executed by the terminal device 100, and the interaction step between the terminal device 100 and the server 200 (such as the above Figure 4A Step S405 and step S407).

[0186] By implementing the above Figure 4A The method shown, when the original advertisement image and text lacks the placement intention related elements and / or text specified by the advertiser, can embed the placement intention related elements in the original advertisement image to generate a new advertisement image, and can embed the embedded placement intention related elements into the original advertisement text after textual expression to generate a new advertisement text. In this way, the placement intention related elements in the new advertisement image can be intuitively reflected in the expression of the new advertisement text, so that the core information such as the placement intention of the advertisement is conveyed with consistency between the image and the text.

[0187] Combine the following Figure 5A-5D The specific application scenario of embedding the delivery intention of the original advertisement image and text to generate a new advertisement image and text is introduced by way of example.

[0188] Take the application scenario of shopping ads as an example. Figure 5A The advertisement images and texts shown as examples are original advertisement images and texts.

[0189] For example, assuming that the delivery intent set by the user is form intent, and the system function is delivery intent embedding, then the generated new advertisement image and text may be, for example, Figure 5B From the example of the advertisement image, it can be seen that the new advertisement image is embedded with form intent related elements (e.g., a form of "The types of goods I am interested in: ______"), and the new advertisement copy is embedded with a text fragment after the form intent related elements are expressed in a copywriting form (e.g., "Please fill in the types of goods you are interested in"). In this way, if the terminal device 100 detects that the user has filled in the information of the types of goods he is interested in in the form, then the terminal device 100 can recommend related types of goods in the application based on the information, thereby improving the user's purchasing power.

[0190] For example, assuming that the delivery intention set by the user is activation intention, and the system function is delivery intention embedding, then the generated new advertisement image and text may be, for example, Figure 5C From the exemplary advertising images and texts, it can be seen that the new advertising image has an activation intent-related element embedded in it (e.g., the icon of a "shopping application"), and the new advertising copy has a text fragment in which the activation intent-related element is expressed in a copywriting format (e.g., "Download and enter the application on the upper left to buy it"). In this way, if the terminal device 100 detects that the user clicks on the activation intent-related element of the "shopping application" icon, the terminal device 100 can download and install the shopping application, and after the installation is complete, the shopping application can be automatically opened so that the user can purchase goods in the shopping application.

[0191] For example, assuming that the delivery intention set by the user is the wake-up intention and the system function is the delivery intention embedding, then the generated new advertisement image and text may be, for example, Figure 5D From the example of the advertising image, it can be seen that the new advertising image is embedded with an awakening intention related element (such as the option / button of "click to enter the application"), and the new advertising copy is embedded with a text fragment after the awakening intention related element is expressed in a copywriting form (such as "enter the application to grab the goods"). In this way, if the terminal device 100 detects that the user clicks the awakening intention related element of the option / button of "click to enter the application", the terminal device 100 can automatically open the installed shopping application corresponding to the advertising image, so that the user can purchase goods in the shopping application.

[0192] It should be noted that the above only uses form intent, activation intent, and wake-up intent as examples to introduce the specific application scenarios of embedding delivery intent into advertising images and texts. The delivery intent can also be other (such as retention, payment, registration, customization, etc.), and the embodiments of this application do not limit this.

[0193] Combine the following Figure 6A-6F The above is introduced as an example Figure 4A A possible implementation of step S406 is shown in FIG. Fig. 6A , Fig. 6A The specific implementation process of embedding the delivery intention into the advertisement text is exemplified. The execution subject of the process can be the terminal device 100 or the server 200. The specific steps of the process are described in detail below by taking the server 200 as the execution subject:

[0194] S406a, the server 200 identifies the delivery intention.

[0195] Specifically, the server 200 can identify the delivery intention related elements in the original advertisement image and the delivery intention related text segments in the original advertisement copy through the relevant algorithm model, thereby determining whether the delivery intention related elements and / or texts that are strongly related to the delivery intention set by the user are missing in the original advertisement image and text. If so, the server 200 can execute the subsequent step S406b.

[0196] For example, see Figure 6B , the server 200 can input the original advertisement image and text into the feature extraction model, so that the server 200 can obtain the image features and text features of the original advertisement image and text. Further, the server 200 can input the image features and text features and other information into the delivery intention recognition model, so that the server 200 can recognize the delivery intention-related elements in the original advertisement image and the delivery intention-related text segments in the original advertisement text. Further, the server 200 can determine whether the delivery intention-related elements and / or texts that are strongly related to the delivery intention set by the user are missing in the original advertisement image and text based on the delivery intention-related elements identified, the delivery intention-related text segments in the original advertisement text, and the delivery intention set by the user. For example, if the delivery intention-related elements identified do not include elements that are strongly related to the delivery intention set by the user, it means that the delivery intention-related elements set by the user are missing in the original advertisement image. If the delivery intention-related text segments identified do not include text segments (or semantics / expressions) that are strongly related to the delivery intention set by the user, it means that the delivery intention-related text segments set by the user are missing in the original advertisement text.

[0197] S406b, the server 200 retrieves elements related to the delivery intention.

[0198] Specifically, the server 200 can retrieve delivery intention related elements in the advertising material library, where the delivery intention related elements can refer to elements related to the delivery intention set by the user. The delivery intention related elements retrieved by the server 200 may include one or more. In the case where the delivery intention related elements retrieved by the server 200 include multiple, the server 200 can select one of the elements as the delivery intention related element subsequently embedded in the original advertising image. Among them, the server 200 can select elements in a variety of ways, including but not limited to the following:

[0199] 1. Select the element with the largest correlation coefficient with the delivery intention.

[0200] 2. Randomly select one of the elements in the search results.

[0201] 3. Randomly select one of the elements whose correlation coefficient with the delivery intention is greater than a certain threshold t.

[0202] For example, see Figure 6C Assuming that the delivery intent set by the user is a form intent, the server 200 can retrieve form intent related elements in the advertising material library. When the server 200 retrieves multiple form intent related elements, the server 200 can sort the elements according to the correlation between each element and the delivery intent set by the user (expressed by the correlation coefficient), and can select one of the elements as the delivery intent related element subsequently embedded in the original advertisement image. For example, the element with the largest correlation coefficient with the delivery intent set by the user can be selected (for example Figure 6C The rectangular element with a correlation coefficient of 0.91 is shown as an example).

[0203] S406c: The server 200 locates the embedding area of ​​the elements related to the delivery intention in the original advertisement image.

[0204] Specifically, the server 200 may locate the embedding area of ​​the delivery intention related elements in the original advertisement image through the relevant algorithm model, so that the retrieved delivery intention related elements may be embedded into the original advertisement image subsequently.

[0205] For example, see Fig.6D The server 200 can determine the advertisement main body area (e.g., white area) in the original advertisement image through the saliency detection model and the text detection model, and determine the non-advertisement main body area (e.g., white area, i.e., background area, area without text, etc.) in the original advertisement image through the inverse selection method. The advertisement main body area can be used as the embedding area of ​​the delivery intention related elements, for embedding the delivery intention related elements, that is, the server 200 can embed the delivery intention related elements at a certain position in the embedding area.

[0206] It should be noted that the embodiment of the present application does not limit the execution time sequence of the above-mentioned step S406b and the above-mentioned step S406c. The above-mentioned step S406b can be executed before the above-mentioned step S406c, or it can be executed after the above-mentioned step S406c. The above-mentioned step S406b and the above-mentioned step S406c can also be executed at the same time.

[0207] S406d. The server 200 embeds the delivery intention related elements in the above-mentioned positioned embedding area.

[0208] In some examples, before embedding the delivery intention related element into the original advertisement image, the server 200 may first evaluate the size of the delivery intention related element. If the size of the delivery intention related element is reasonable and can be completely embedded in the above-mentioned well-positioned embedding area without blocking other content in the original advertisement image (such as the content in the advertisement main body area), then the server 200 may directly embed the delivery intention related element into the above-mentioned well-positioned embedding area. If the size of the delivery intention related element is too large and cannot be completely embedded in the above-mentioned well-positioned embedding area, then the server 200 may reduce the size of the delivery intention related element (for example, Fig. 6E The form intent related elements are reduced in size), for example, reduced to a size that does not cover the main area of ​​the advertisement. Further, the server 200 can embed the reduced-size delivery intent related elements into the above-mentioned positioned embedding area.

[0209] In some examples, after embedding the delivery intention related element in the above-mentioned positioned embedding area, the server 200 may also record the location information of the delivery intention related element embedded in the original advertisement image, so as to be used for subsequent generation of new advertisement copy, wherein the description of the above-mentioned location information may be, for example, upper left, upper, upper right, left, center, right, lower left, lower, lower right, etc. For example, refer to Fig. 6E Taking the advertisement picture divided into nine grids as an example, the above position information can be the location of the center point of the element related to the delivery intention. It can be seen that Fig. 6E The center point of the form intent related elements shown is located on the left side of the ad image.

[0210] S406e: The server 200 generates corresponding text based on the above-mentioned delivery intention-related elements, and embeds the text into the original advertisement copy.

[0211] Specifically, the server 200 can generate corresponding text (ie, a text segment related to the delivery intention set by the user) through a relevant algorithm model based on the above delivery intention-related elements, and embed the text into the original advertisement copy.

[0212] For example, see Fig. 6F, the server 200 can input the original advertising copy (for example, "XXXXXXXX"), the delivery intention (for example, the form intention set by the user), and the position description of the delivery intention-related elements in the advertising image (for example, "left side") into the copy generation model, generate a text fragment related to the delivery intention (for example, "Fill in the information in the form on the left"), and embed the text fragment into the original advertising copy, so as to output a new advertising copy containing the delivery intention-related text fragment (for example, "XXXXXXXX, fill in the information in the form on the left").

[0213] It should be noted that the above only takes the generation of new advertising copy based on a template-free copy generation model as an example, and is not limited to this. New advertising copy can also be generated in other ways, for example, based on a copy template, and the embodiments of the present application do not limit this.

[0214] Example 2: Delivery Intention Correction

[0215] Fig. 7A The specific process of an advertisement generation method provided by an embodiment of the present application in a delivery intention correction scenario is exemplified.

[0216] like Fig. 7A As shown, the method can be applied to a communication system including a terminal device 100 and a server 200.

[0217] Similar to the aforementioned first embodiment, the terminal device 100 may also provide an interactive interface, wherein the introduction of the interactive interface may refer to the relevant content in the aforementioned first embodiment, which will not be repeated here.

[0218] Combine the following Figure 7A-7C The specific steps of delivery intent correction are introduced in detail:

[0219] S701-S702, the terminal device 100 detects the user's operation of function / parameter setting (such as delivery intention, system function, etc.), and in response to the operation, the terminal device 100 sets the delivery intention and system function specified by the user, wherein the system function is delivery intention correction.

[0220] Easy to understand, because Fig. 7A The scenario corresponding to the illustrated embodiment is a delivery intention correction scenario, and therefore the system function set by the user can be delivery intention correction, so that in subsequent steps the elements and / or text in the original advertisement image and text that are not related to the delivery intention set by the user can be corrected.

[0221] Among them, the above steps S701-S702 are the same as the above Figure 4A The steps S401 to S402 are similar to those shown in FIG. 1 , and the specific execution process can refer to the aforementioned Figure 4AThe related text descriptions of step S401 to step S402 are not repeated here.

[0222] S703-S704, the terminal device 100 detects the operation of the user inputting the original advertisement image and text and loading the advertisement material library. In response to the operation, the terminal device 100 displays the original advertisement image and text and the advertisement material library.

[0223] Among them, the above steps S703-S704 are the same as the above Figure 4A The steps S403 to S404 are similar to those shown in FIG. 1 , and the specific execution process can refer to the aforementioned Figure 4A The related text descriptions of step S403 to step S404 are not repeated here.

[0224] For example, see Figure 7B After executing the above steps S701-S704, the terminal device 100 can display the original advertising graphics and texts in the advertising graphics and text display and interaction area. The original advertising graphics and texts may include the original advertising pictures 711 and the original advertising copy 712 (for example, "XXXXXXXX, click the circular icon to enter the application"). The terminal device 100 can also display part or all of the materials in the advertising material library in the advertising material display and interaction area. When displaying part of the materials, the user can drag the slider or click the pull-up / pull-down option to view other materials that are not displayed. The terminal device 100 can also display the user-set delivery intentions (such as the "form" intention) and system functions (such as "delivery intention correction") in the function / parameter setting area.

[0225] In some examples, the terminal device 100 may also display a confirmation control in the function / parameter setting area, such as Figure 7B As shown in the confirmation control, after the user has selected the delivery intention and system function, the user can click the confirmation control to indicate that the user has completed the setting of the delivery intention and system function. Further, the terminal device 100 can obtain the information of the delivery intention and system function that the user has set, and perform subsequent operations.

[0226] S705 . The terminal device 100 sends a message 1 to the server 200 . The message includes information about the original advertisement image and text, the advertisement material library, the delivery intention, and the system function.

[0227] Specifically, after completing the delivery intention setting, system function setting, and completing the original advertising image and text input and advertising material library loading, the terminal device 100 can send a message 1 to the server 200, which may include information about the original advertising image and text, advertising material library, delivery intention, and system function.

[0228] In this way, the terminal device 100 can upload the original advertisement image and text and the advertisement material library to the server 200 so that the server 200 can execute subsequent steps to complete the delivery intention correction.

[0229] It should be noted that the above step S705 can be automatically triggered and executed by the terminal device 100 (for example, the above step S705 is automatically triggered and executed after the user completes the delivery intention setting, system function setting, and completes the original advertising image and text input and the advertising material library loading), or it can be triggered by the user operation of the terminal device 100 (for example, an option for sending the above message 1 to the server 200 can be displayed on the terminal device 100, and the terminal device 100 executes the above step S705 after detecting that the user clicks on the option). The embodiments of the present application are not limited to this.

[0230] In some examples, the server 200 may also pre-store an advertising material library provided by the user of the terminal device 100. In this case, the information of the advertising material library may not be included in the message 1. In other examples, when the advertising material library is updated, the information of the advertising material library may be included in the message 1 so that the server 200 can update the advertising material library in a timely manner.

[0231] S706. When server 200 determines based on message 1 that there are elements and / or texts irrelevant to delivery intention in the original advertisement image and text, it embeds elements relevant to delivery intention into the original advertisement image to cover the elements irrelevant to delivery intention, and / or removes text irrelevant to delivery intention, thereby generating new advertisement image and text.

[0232] Specifically, after receiving the above-mentioned message 1 sent by the terminal device 100, the server 200 can learn the delivery intention and system function based on the above-mentioned message 1. Since the system function is delivery intention correction, the server 200 can determine whether there are delivery intention-irrelevant elements and / or texts (also referred to as erroneous / interfering delivery intention-related elements and / or texts, i.e., elements and / or texts irrelevant to the delivery intention set by the user) in the original advertisement image based on the information of the original advertisement image included in the above-mentioned message 1. In the case where the server 200 determines that there are delivery intention-irrelevant elements in the original advertisement image, the server 200 can retrieve delivery intention-related elements (i.e., elements related to the delivery intention set by the user) in the advertisement material library, and embed the delivery intention-related elements into the original advertisement image to cover the delivery intention-irrelevant elements. In the case where the server 200 determines that there are delivery intention-irrelevant text segments in the original advertisement copy, the server 200 can remove the delivery intention-irrelevant text segments in the original advertisement copy, and can embed the delivery intention-related elements embedded in the advertisement image into the original advertisement copy after textual expression, and make fine adjustments to generate semantically continuous new advertisement copy. At this point, the new advertising image and text are generated.

[0233] In some examples, the server 200 may also remove the delivery intention-irrelevant elements in the original advertisement image, instead of covering the delivery intention-irrelevant elements with delivery intention-related elements. In this case, the embedding area of ​​the delivery intention-related elements may no longer be the area where the delivery intention-irrelevant elements are located, but may be any area in the non-advertising main area in the advertisement image. The embedding of delivery intention-related elements is similar to the delivery intention embedding process described in the aforementioned implementation one, and the aforementioned related content may be referred to, and no further description is given here.

[0234] There are many specific implementation methods for the above step S706, which are not limited in this embodiment of the present application. Figure 9A-9E A possible implementation of the above step S706 is described in detail in the exemplary embodiment, which will not be expanded here.

[0235] S707: The server 200 sends a message 2 to the terminal device 100, where the message includes information about the new advertisement image and text.

[0236] Specifically, after generating the new advertisement image and text, the server 200 may send a message 2 to the terminal device 100 , and the message may include information of the new advertisement image and text, so that the terminal device 100 may display the new advertisement image and text based on the information of the new advertisement image and text.

[0237] S708 . The terminal device 100 displays new advertisement graphics and text based on message 2 .

[0238] Specifically, after receiving the message 2 sent by the server 200 , the terminal device 100 may display new advertisement graphics and text based on the message 2 .

[0239] For example, see Figure 7C , the advertisement image and text displayed in the interactive area can be the generated new advertisement image and text. Since the delivery intention set by the user is the form intention, and the system function is delivery intention correction, the server 200 determines the original advertisement image (e.g. Figure 7B The original advertisement image 711 shown in the example contains elements irrelevant to the form intent (e.g. Figure 7B In the case of a circular element in the original advertisement image 711 as shown in the exemplary example), the server 200 may embed a form intention related element (eg, Figure 7C Alternatively, the form-intention-related elements may be embedded in the original advertisement image and the form-intention-irrelevant elements in the original advertisement image may be removed to generate a new advertisement image (e.g. Figure 7C The server 200 determines the original advertisement text (eg, Figure 7B The original advertisement copy 712 shown in the example contains text fragments irrelevant to the form intent (e.g. Figure 7B In the case of the text segment "Click the circular icon to enter the application" in the original advertisement copy 712 shown in the example, the server 200 can embed the text segment after the form intent related elements are expressed in the original advertisement copy (for example Figure 7C The text segment "Fill in the information in the form on the left" in the exemplary advertisement copy 722 is removed, and the text segment irrelevant to the form intent in the original advertisement copy is removed to generate a new advertisement copy (for example Figure 7C The exemplary advertising copy 722 is shown).

[0240] In the embodiment of the present application, the above Fig. 7A The method shown is performed by the terminal device 100 and the server 200 together as an example. Fig. 7A The method shown can also be completed by the terminal device 100 independently without the participation of the server 200. It is easy to understand that in this case, the above Fig. 7A Step S706 in the above may be executed by the terminal device 100, and the interaction step between the terminal device 100 and the server 200 (such as the above Fig. 7A Step S705 and step S707).

[0241] By implementing the above Fig. 7AThe method shown can identify the delivery intent in the advertisement image and text, and verify the correlation between the delivery intent in the advertisement image and text and the delivery intent set by the user. When there are delivery intent-irrelevant elements and / or text in the advertisement image and text, delivery intent-related elements (i.e., elements related to the delivery intent set by the user) can be embedded in the advertisement image to cover the delivery intent-irrelevant elements, or delivery intent-related elements can be embedded in the advertisement image and the delivery intent-irrelevant elements can be removed. The delivery intent-related elements embedded in the original advertisement image can also be expressed in a textual form and embedded in the original advertisement text, and the delivery intent-irrelevant text fragments in the original advertisement text can be removed. In this way, the misleading delivery intent in the advertisement image and text can be corrected, and the delivery intent-related elements and / or text set by the user can be embedded in the advertisement image and text, so that the advertisement has an intuitive user behavior guidance function, which helps to improve the conversion effect of the advertisement.

[0242] Combine the following Figure 8A-B A specific application scenario of correcting the original advertisement image and text for delivery intent to generate a new advertisement image and text is introduced by way of example.

[0243] Take the decoration advertising application scenario as an example. Fig. 8A The advertisement images and texts shown as examples are original advertisement images and texts.

[0244] For example, assuming that the delivery intention (also referred to as the correct delivery intention) set by the user is the form intention, and the system function is delivery intention correction, then the generated new advertisement image and text may be, for example, Figure 8B The advertising images and texts shown are examples. Fig. 8A It can be seen from the figure that there are errors / interferences in the original advertising image and text (i.e., the delivery intent is unrelated to the delivery intent set by the user). For example, there are wake-up intent-related elements in the original advertising image that are unrelated to the form intent (such as the option / button of "click to enter the app"), and there are wake-up intent-related text fragments in the original advertising copy that are unrelated to the form intent (such as the text fragment of "enter the app to view details"). After the delivery intent of the original advertising image is corrected, Figure 8B It can be seen that the form intent-related elements (such as the form of "House type: ___ square meters _ room _ hall") are embedded in the original advertisement image, covering / removing the wake-up intent-related elements, and the text fragments after the form intent-related elements are expressed in the original advertisement copy (such as "Fill in the house type information to view the estimate") are embedded, and the wake-up intent-related text fragments are removed. In this way, if the terminal device 100 detects that the user has filled in the house type information in the form, then the terminal device 100 can display the estimated price of the decoration based on the information, so that the user can know the price required for the decoration of the corresponding house type.

[0245] It should be noted that the above only takes the form intention set by the user as an example to introduce the specific application scenario of correcting the delivery intent of the original advertising image and text to generate new advertising images and text. The delivery intent set by the user can also be other (such as activation, secondary retention, payment, registration, customization, etc.), which is not limited to the embodiments of the present application.

[0246] Combine the following Figure 9A-9E The above is introduced as an example Fig. 7A A possible implementation of step S706 is shown in FIG. Fig. 9A , Fig. 9A The specific implementation process of delivery intention correction is shown in an exemplary manner. The execution subject of the process can be the terminal device 100 or the server 200. The specific steps of the process are described in detail below using the server 200 as the execution subject:

[0247] S706a: The server 200 identifies the delivery intention.

[0248] Specifically, the server 200 can identify the delivery intent represented in the original advertising image and text through the relevant algorithm model, locate the elements in the original advertising image that are strongly related to the delivery intent (such as image elements, etc.), locate the text fragments in the original advertising copy that are strongly related to the delivery intent, and then calculate the consistency of the delivery intent represented by the original advertising image and the original advertising copy with the delivery intent set by the user. If the delivery intent represented by the original advertising image and the original advertising copy is inconsistent with the delivery intent set by the user (for example, the consistency coefficient is less than a preset value t), the server 200 can execute the subsequent step S706b.

[0249] For example, see Fig. 9B , the server 200 can input the original advertising image and text into the feature extraction model, so that the server 200 can obtain the image features and text features of the original advertising image and text. Further, the server 200 can input the image features and text features and other information into the delivery intention recognition model, so that the server 200 can recognize the delivery intention (such as wake-up intention) represented in the original advertising image and text. Further, the server 200 can calculate the consistency of the delivery intention represented by the original advertising image and the original advertising text with the delivery intention set by the user. For example, the delivery intention set by the user is the form intention, and the delivery intention represented by the original advertising image is the wake-up intention (for example, the original advertising image includes wake-up intention-related elements but does not include form intention-related elements), and the delivery intention represented by the original advertising copy is the wake-up intention (for example, the original advertising copy includes wake-up intention-related text fragments but does not include form intention-related text fragments), which means that the delivery intention represented by the original advertising image and the original advertising copy does not match the delivery intention set by the user.

[0250] S706b, the server 200 retrieves elements related to the delivery intention.

[0251] Among them, the above-mentioned delivery intention related elements may refer to elements related to the delivery intention set by the user.

[0252] Among them, the above step S706b is the same as the above Fig. 6A The step S406b shown is similar to the step S406b shown in FIG. 1 , and its specific execution process can refer to the aforementioned Fig. 6A The relevant text description of step S406b is not repeated here.

[0253] S706c. The server 200 locates elements and texts irrelevant to delivery intention.

[0254] Specifically, server 200 can locate elements irrelevant to delivery intention in the original advertising image and text irrelevant to delivery intention in the original advertising copy through relevant algorithm models, so that the elements relevant to delivery intention can be embedded into the original advertising image (or the elements irrelevant to delivery intention can be removed), the elements relevant to delivery intention can be expressed in textual form and embedded into the original advertising copy, and the text irrelevant to delivery intention can be removed.

[0255] For example, see Fig. 9C The server 200 may input the original advertisement image (or the information of the delivery intention that is not related to the delivery intention set by the user) into the positioning model, and the positioning model may be used to determine the delivery intention-irrelevant elements in the original advertisement image (e.g. Fig. 9C The gray circular elements marked in the original advertisement image output by the positioning model) and text irrelevant to the delivery intention (such as Fig. 9C The text snippet marked “Click the circular icon to enter the app” in the original ad copy output by the positioning model).

[0256] It should be noted that the embodiment of the present application does not limit the execution time sequence of the above-mentioned step S706b and the above-mentioned step S706c. The above-mentioned step S706b can be executed before the above-mentioned step S706c, or it can be executed after the above-mentioned step S706c. The above-mentioned step S706b and the above-mentioned step S706c can also be executed at the same time.

[0257] S706d. The server 200 embeds the delivery intention-related element in the area where the delivery intention-irrelevant element is located.

[0258] In some examples, before embedding the delivery intention related element into the original advertisement image, the server 200 may first evaluate the size of the delivery intention related element. If the size of the delivery intention related element is reasonable (for example, the size of the delivery intention related element is equivalent to the size of the delivery intention irrelevant element and can just cover the delivery intention irrelevant element), then the server 200 may directly embed the delivery intention related element into the area where the above-mentioned positioned delivery intention irrelevant element is located. If the size of the delivery intention related element is unreasonable (for example, the size is too large to be completely embedded in the area where the above-mentioned positioned delivery intention irrelevant element is located, or the size is too small to cover the delivery intention irrelevant element), then the server 200 may adjust the size of the delivery intention related element (for example, Fig.9D The form intention related elements are reduced in size), further, the server 200 can embed the delivery intention related elements with adjusted sizes into the area where the delivery intention irrelevant elements are located.

[0259] In some examples, after embedding the delivery intention related element in the area where the above-mentioned located delivery intention irrelevant element is located, the server 200 may also record the location information of the delivery intention related element embedded in the original advertisement image, so as to be used for subsequent generation of new advertisement copy, wherein the description of the above-mentioned location information may be, for example, upper left, upper, upper right, left, center, right, lower left, lower, lower right, etc. For example, refer to Fig.9D Taking the advertisement picture divided into nine grids as an example, the above position information can be the location of the center point of the element related to the delivery intention. It can be seen that Fig.9D The center point of the form intent related elements shown is located on the left side of the ad image.

[0260] S706e: The server 200 generates corresponding text based on the above-mentioned delivery intention-related elements, embeds the text into the original advertisement copy, and removes text irrelevant to the delivery intention.

[0261] Specifically, the server 200 can generate corresponding text (i.e., a text segment related to the delivery intention set by the user) through a relevant algorithm model based on the above-mentioned delivery intention-related elements, embed the text into the original advertising copy, and remove text irrelevant to the delivery intention.

[0262] For example, see Fig.9E, the server 200 can remove the text irrelevant to the delivery intention (e.g., “Click the circular icon to enter the application”) in the original advertising copy (e.g., “XXXXXXXX, click the circular icon to enter the application”), and can input the remaining advertising copy (e.g., “XXXXXXXX”), the delivery intention (e.g., the form intention set by the user), and the position description of the delivery intention-related elements in the advertising image (e.g., “left side”) into the copy generation model, generate a text segment related to the delivery intention (e.g., “Fill in the information in the form on the left”), and embed the text segment into the remaining advertising copy, so as to output a new advertising copy containing the text segment related to the delivery intention (e.g., “XXXXXXXX, fill in the information in the form on the left”).

[0263] It should be noted that the above only takes the generation of new advertising copy based on a template-free copy generation model as an example, and is not limited to this. New advertising copy can also be generated in other ways, for example, based on a copy template, and the embodiments of the present application do not limit this.

[0264] It should be noted that, for the generation of new advertising copy, the text irrelevant to the delivery intention may be removed first, and then the text fragment relevant to the delivery intention may be embedded into the remaining advertising copy; or the text fragment relevant to the delivery intention may be embedded into the original advertising copy first, and then the text irrelevant to the delivery intention may be removed. This embodiment of the application is not limited to this.

[0265] Example 3: Extracting delivery intentions

[0266] Fig. 10A The specific process of an advertisement generation method provided by an embodiment of the present application in a delivery intention refinement scenario is exemplified.

[0267] like Fig. 10A As shown, the method can be applied to a communication system including a terminal device 100 and a server 200.

[0268] Similar to the aforementioned embodiment 1 or the aforementioned embodiment 2, the terminal device 100 can also provide an interactive interface, wherein the introduction of the interactive interface can refer to the relevant content in the aforementioned embodiment 1, and will not be repeated here.

[0269] Combine the following Figures 10A-10G The specific steps of refining delivery intent are introduced in detail:

[0270] S1001-S1002, the terminal device 100 detects the user's operation of function / parameter setting (such as delivery intention, system function, etc.), and in response to the operation, the terminal device 100 sets the delivery intention and system function specified by the user, wherein the system function is a refinement of the delivery intention.

[0271] Easy to understand, because Fig. 10AThe scenario corresponding to the illustrated embodiment is a delivery intent refinement scenario. Therefore, the system function set by the user can be delivery intent refinement. In this way, in subsequent steps, relevant elements and / or texts that do not conform to the delivery intent specified by the advertiser can be visually presented to the user, supporting the user to manually correct the delivery intent and other operations, thereby updating the delivery intent in the advertising image and text.

[0272] Among them, the above steps S1001-S1002 are the same as the above Figure 4A The steps S401 to S402 are similar to those shown in FIG. 1 , and the specific execution process can refer to the aforementioned Figure 4A The related text descriptions of step S401 to step S402 are not repeated here.

[0273] S1003 - S1004 , the terminal device 100 detects the operation of the user inputting the original advertisement image and text and loading the advertisement material library. In response to the operation, the terminal device 100 displays the original advertisement image and text and the advertisement material library.

[0274] Among them, the above steps S1003-S1004 are the same as the above Figure 4A The steps S403 to S404 are similar to those shown in FIG. 1 , and the specific execution process can refer to the aforementioned Figure 4A The related text descriptions of step S403 to step S404 are not repeated here.

[0275] For example, see Fig. 10B After executing the above steps S1001 to S1004, the terminal device 100 can display the original advertising graphics and texts in the advertising graphics and text display and interaction area. The original advertising graphics and texts may include the original advertising pictures 1021 and the original advertising copy 1022 (for example, "Fill in the information XXX in the rectangular form, and click the circular icon to enter the application"). The terminal device 100 can also display part or all of the materials in the advertising material library in the advertising material display and interaction area. When displaying part of the materials, the user can drag the slider or click the pull-up / pull-down option to view other materials that are not displayed. The terminal device 100 can also display the user-set delivery intentions (such as the "form" intention) and system functions (such as "delivery intention refinement") in the function / parameter setting area.

[0276] In some examples, the terminal device 100 may also display a confirmation control in the function / parameter setting area, such as Fig. 10B As shown in the confirmation control, after the user has selected the delivery intention and system function, the user can click the confirmation control to indicate that the user has completed the setting of the delivery intention and system function. Further, the terminal device 100 can obtain the information of the delivery intention and system function that the user has set, and perform subsequent operations.

[0277] S1005. The terminal device 100 sends a message 1 to the server 200. The message includes information about the original advertisement image and text, the advertisement material library, the delivery intention, and the system function.

[0278] Specifically, after completing the delivery intention setting, system function setting, and completing the original advertising image and text input and advertising material library loading, the terminal device 100 can send a message 1 to the server 200, which may include information about the original advertising image and text, advertising material library, delivery intention, and system function.

[0279] In this way, the terminal device 100 can upload the original advertisement images and texts and the advertisement material library to the server 200 so that the server 200 can execute subsequent steps to complete the delivery intention extraction.

[0280] It should be noted that the above step S1005 can be automatically triggered and executed by the terminal device 100 (for example, the above step S1005 is automatically triggered and executed after the user completes the delivery intention setting, system function setting, and completes the original advertising image and text input and the advertising material library loading), or it can be triggered by the user operation of the terminal device 100 (for example, an option for sending the above message 1 to the server 200 can be displayed on the terminal device 100, and the terminal device 100 executes the above step S1005 after detecting that the user clicks on the option). The embodiments of the present application are not limited to this.

[0281] In some examples, the server 200 may also pre-store an advertising material library provided by the user of the terminal device 100. In this case, the information of the advertising material library may not be included in the message 1. In other examples, when the advertising material library is updated, the information of the advertising material library may be included in the message 1 so that the server 200 can update the advertising material library in a timely manner.

[0282] S1006. The server 200 identifies all delivery intentions of the original advertisement image and text based on the message 1, and selects the main delivery intentions of the original advertisement image and text.

[0283] Specifically, after receiving the above-mentioned message 1, the server 200 can obtain the original advertisement image and text based on the message 1. Further, the server 200 can identify all the delivery intentions in the original advertisement image and text through the relevant algorithm model, and find the delivery intention-related elements and delivery intention-related text fragments corresponding to each delivery intention from the original advertisement image and text. Since the same element or text fragment may represent multiple delivery intentions, but the correlation coefficients between the element or text fragment and these multiple delivery intentions are different, if the correlation coefficient between the element or text fragment and a certain delivery intention is large, it can be considered that the element or text fragment is strongly correlated with the delivery intention. The correlation coefficient between a certain element or text fragment and a certain delivery can also be called the strength d of a certain delivery intention represented by a certain element or text fragment. When d is greater than the threshold k set in advance by the user, it can be considered that a certain delivery intention represented by a certain element or text fragment is the main delivery intention (also called a strongly correlated delivery intention or a strongly restrictive delivery intention). In this way, the server 200 can screen out the main delivery intention of the original advertisement image and text.

[0284] For example, see Fig. 10C The server 200 can input the original advertising image and text into the feature extraction model, so that the server 200 can obtain the image features and text features of the original advertising image and text. Further, the server 200 can input the image features, text features and other information into the delivery intention recognition model, so that the server 200 can identify and filter out the main delivery intentions (such as form intentions and wake-up intentions) of the original advertising image and text.

[0285] It is easy to understand that the main delivery intentions screened by the server 200 may include both the delivery intentions set by the user and the error / interference delivery intentions, or may not include the delivery intentions set by the user and only include the error / interference delivery intentions, or may only include the delivery intentions set by the user and not include the error / interference delivery intentions. Fig. 10A In the illustrated embodiment, only an example is taken for explanation that the main delivery intent includes both the delivery intent set by the user (such as a form intent) and the error / interference delivery intent (such as a wake-up intent).

[0286] S1007. The server 200 searches the advertisement material library based on the message 1 to generate a search result, wherein the search result includes one or more of the following: elements related to the delivery intention set by the user and elements unrelated to the delivery intention.

[0287] The above-mentioned delivery intention-irrelevant elements may refer to elements that do not represent any delivery intention. In some examples, the above-mentioned delivery intention-irrelevant elements may be elements such as graphics and artistic characters used to guide user behavior, for example, some elements used to guide users to fill out forms, perform click operations, etc.

[0288] The process of server 200 searching the advertisement material library for the user-set delivery intention related elements is similar to the above-mentioned Fig. 6A The step S406b shown is similar, and can refer to the above Fig. 6A The relevant text description of step S406b is not repeated here.

[0289] In addition to searching the advertising material library for delivery intention-related elements set by the user, the server 200 may also search the advertising material library for delivery intention-irrelevant elements.

[0290] For example, assuming that the delivery intent set by the user is a form intent, see Fig. 10D The server 200 can search for elements related to form intent and elements unrelated to delivery intent in the advertising material library, thereby generating a search result including elements related to form intent and elements unrelated to delivery intent.

[0291] Among them, the above-mentioned retrieved user-set delivery intention-related elements and delivery intention-irrelevant elements can be used to replace the erroneous / interfering delivery intention-related elements in the original advertising images and texts.

[0292] In an embodiment of the present application, the above search results may include both the delivery intention related elements and the delivery intention irrelevant elements set by the user, or may only include the delivery intention related elements or the delivery intention irrelevant elements set by the user. It is easy to understand that, since the user can select an element in the above search results as needed in the subsequent steps to replace the erroneous / interfering delivery intention related elements in the original advertisement image and text, therefore, when the above search results include both the delivery intention related elements and the delivery intention irrelevant elements set by the user, the user can be given more choices, which makes it easier to meet the user's expectations and improve the user experience.

[0293] Similar to the above-mentioned embodiment 1, see Fig. 10D The search results generated by the server 200 may also include the correlation coefficient between the delivery intention related elements and the delivery intention they represent (for example, the correlation coefficient between the rectangular element and the form intention it represents is 0.91).

[0294] S1008. The server 200 locates and marks the main delivery intention-related elements and texts of the original advertisement image and text based on the message 1.

[0295] Specifically, the server 200 can locate the main delivery intention-related elements and text of the original advertising image and text through the relevant algorithm model. After the positioning is completed, the server 200 can also mark the main delivery intention-related elements and text of the original advertising image and text so that they can be sent to the terminal device 100 later, making it convenient for users to know the main delivery intention-related elements and text of the original advertising image and text.

[0296] For example, the server 200 uses the positioning model to locate and mark the main delivery intention related elements and text of the original advertisement image and text. Fig.10E The server 200 can input the original advertisement image (or the information of the delivery intention that is not related to the delivery intention set by the user) into the positioning model, and the positioning model can be used to locate and mark the main delivery intention-related elements in the original advertisement image (for example Fig.10E The dark gray circular elements and light gray rectangular elements marked in the original advertisement image output by the positioning model) and the text related to the main delivery intention (such as Fig.10E The light grey text segment “fill in the information in the rectangular form” and the dark grey text segment “click the circular icon to enter the app” marked in the original advertisement copy output by the positioning model.

[0297] It should be noted that the embodiments of the present application do not limit the marking method of the elements and text related to the main delivery intention. The marking method of the elements related to the main delivery intention may include but is not limited to heat maps, detection boxes, contours, coordinate values, etc., and the marking method of the text related to the main delivery intention may include but is not limited to text color, text background color, detection boxes, text position coordinates, etc.

[0298] It should be noted that the embodiment of the present application does not limit the execution time sequence of the above-mentioned step S1008 and the above-mentioned step S1007. The above-mentioned step S1008 can be executed before the above-mentioned step S1007, or it can be executed after the above-mentioned step S1007. The above-mentioned step S1008 and the above-mentioned step S1007 can also be executed at the same time.

[0299] S1009. The server 200 sends a message 2 to the terminal device 100. The message includes information such as the search result, the main placement intention-related elements of the original advertisement image and text, and the text mark.

[0300] Specifically, after the server 200 searches the advertising material library based on message 1 to generate search results, locates and marks the main delivery intention-related elements and text of the original advertising image and text, it can send a message 2 to the terminal device 100, which includes the search results, the main delivery intention-related elements of the original advertising image and text, and the marking of the text, so that the terminal device 100 can subsequently display the search results, the main delivery intention-related elements of the original advertising image and text, and the marking of the text.

[0301] S1010. The terminal device 100 displays the search results based on the message 2, and the main delivery intention-related elements and text marks of the original advertisement image and text.

[0302] Specifically, after receiving the message 2 sent by the server 200 , the terminal device 100 can display the search results based on the message 2 , and the main delivery intention-related elements and text marks of the original advertisement image and text.

[0303] For example, see Fig.10F , the terminal device 100 can display the search results in the advertising material display and interaction area. It is easy to understand that when the search results include a large number of elements, the terminal device 100 may only display some of the elements. Therefore, the user can drag the slider or click the pull-up / pull-down option to view other elements that are not displayed. The terminal device 100 can also display the main delivery intention related elements and text of the marked original advertising image in the advertising image and text display and interaction area.

[0304] Among them, the search results that the terminal device 100 can display in the advertising material display and interaction area may include delivery intention related elements and delivery intention unrelated elements set by the user, and may also include correlation coefficients corresponding to the delivery intention related elements set by the user (not shown in the figure).

[0305] For example, see Fig.10F , the terminal device 100 can display the marked original advertisement image and text in the advertisement image and text display and interaction area. It can be seen that the main delivery intention related elements in the original advertisement image and text (such as the circular element marked in dark gray representing the wake-up intention, the rectangular element marked in light gray representing the form intention) and the main delivery intention related text (such as the text fragment "Fill in the information in the rectangular form" marked with a light gray background representing the form intention, and the text fragment "Click the circular icon to enter the application" marked with a dark gray background representing the wake-up intention).

[0306] It is easy to understand that when the above-mentioned message 2 sent by the server 200 to the terminal device 100 includes the marking information of the main delivery intention-related elements and text of the original advertising image and text (such as the main delivery intention-related elements and text that need to be marked, and the corresponding marking method and other information) but does not include the original advertising image and text, the terminal device 100 needs to mark the displayed unmarked original advertising image and text based on the marking information of the main delivery intention-related elements and text of the original advertising image and text, so as to generate and display the marked original advertising image and text, and the processing process is relatively complicated. Therefore, in some examples, the above-mentioned message 2 sent by the server 200 to the terminal device 100 may include the marked original advertising image and text, so that the terminal device 100 can directly display the marked original advertising image and text without additional processing.

[0307] S1011 . The terminal device 100 detects a user's editing operation on the marked original advertisement image and text.

[0308] Specifically, after the terminal device 100 displays the search results and the marked main delivery intention-related elements and text of the original advertising image and text, the terminal device 100 can support the user to edit the original advertising image and text according to their own needs. The editing operation may include but is not limited to dragging elements in the search results into the original advertising image and removing text fragments in the original advertising copy.

[0309] For example, there are errors / interference related elements in the original advertisement image (e.g. Fig.10F In the case of a circular element representing a wake-up intention as shown in the exemplary embodiment), the terminal device 100 can support the user to select a candidate element (such as a delivery intention-related element or a delivery intention-irrelevant element set by the user) in the search results, and place the candidate element (such as Figure 10G The hexagonal element shown in the example is dragged into the original advertising image to cover the erroneous / interfering elements related to the delivery intention. Optionally, the terminal device 100 can also support the user to manually adjust the size of the element dragged into the original advertising image so as to completely cover the erroneous / interfering elements related to the delivery intention or completely embed the original advertising image without affecting the display of the main content of the advertisement; the terminal device 100 can also support the user to directly select and remove the erroneous / interfering elements related to the delivery intention in the original advertising image.

[0310] Exemplarily, when the original advertising image does not include the delivery intention-related elements set by the user, the terminal device 100 can support the user to select the delivery intention-related elements set by the user in the search results, and drag the elements into the original advertising image to supplement the delivery intention-related elements set by the user that are missing in the original advertising image.

[0311] For example, there are errors / texts that interfere with the delivery intention in the original advertisement copy (e.g. Fig.10F In the case of the dark gray background text segment "Click the circular icon to enter the application" representing the wake-up intention as shown in the example, the terminal device 100 can support the user to select and remove the text related to the erroneous / interfering delivery intention in the original advertising copy, and generate a new advertising copy that does not include the text related to the erroneous / interfering delivery intention.

[0312] Exemplarily, in the case where the original advertisement copy does not include the text related to the delivery intention set by the user, the terminal device 100 can support the user to select candidate text related to the delivery intention set by the user, and drag the candidate text into the original advertisement copy to generate a new advertisement copy including the text related to the delivery intention set by the user. Among them, the candidate text can be sent to the terminal device 100 by the server 200, or it can be stored locally by the terminal device 100, and the candidate text can be presented in the text candidate area (not shown in the figure) or the advertising material display and interaction area in the interactive interface of the terminal device 100, which is not limited in the embodiment of the present application.

[0313] In some examples, an undo option (not shown) may also be displayed on the terminal device 100, so that if the user is not satisfied with the editing operation of the original advertising image and text, the user can click the undo option to make the terminal device 100 return to displaying the advertising image and text before the editing operation.

[0314] In some examples, in order to facilitate users to know the specific process of editing advertising graphics, the terminal device 100 can display relevant prompt information to guide users to perform editing operations before detecting the user's editing operation on the marked original advertising graphics.

[0315] S1012: The terminal device 100 sends a message 3 to the server 200, where the message includes information about the editing operation.

[0316] Specifically, after detecting the user's editing operation on the marked original advertisement image and text, the terminal device 100 may send a message 3 to the server 200, where the message includes information about the editing operation, so that the server 200 may generate a new advertisement image and text based on the editing operation.

[0317] It should be noted that the above step S1012 can be automatically triggered and executed by the terminal device 100 (for example, the above step S1012 is automatically triggered and executed after the user completes the editing operation), or it can be triggered and executed by the terminal device 100 by the user operation (for example, an option for sending the above message 3 to the server 200 can be displayed on the terminal device 100, and the terminal device 100 executes the above step S1012 after detecting that the user clicks on the option). The embodiments of the present application are not limited to this.

[0318] S1013. The server 200 generates a new advertisement image and text based on the message 3, and updates the markings of the elements and text related to the delivery intention of the new advertisement image and text.

[0319] Specifically, after receiving the message 3 sent by the terminal device 100, the server 200 can synthesize new advertising images and texts based on the original advertising images and texts and the information of the editing operation included in the message 3, and update the markings of the elements and text related to the delivery intention of the new advertising images and texts.

[0320] S1014. The server 200 sends a message 4 to the terminal device 100. The message includes information such as the new advertisement image and text, elements related to the placement intention of the new advertisement image and text, and text tags.

[0321] Specifically, after generating a new advertising image and text and updating the elements related to the delivery intention of the new advertising image and text and the marking of the text, the server 200 can send a message 4 to the terminal device 100, which includes information such as the new advertising image and text, the elements related to the delivery intention of the new advertising image and text, and the marking of the text, so that the terminal device 100 can subsequently display the new advertising image and text, the elements related to the delivery intention of the new advertising image and text, and the marking of the text.

[0322] S1015. The terminal device 100 displays the new advertisement image and text, elements related to the placement intention of the new advertisement image and text, and text marks based on message 4.

[0323] Specifically, after receiving the above message 4, the terminal device 100 may display the new advertisement image and text, elements related to the placement intention of the new advertisement image and text, and text marks.

[0324] For example, see Figure 10G , the terminal device 100 can display the new advertisement image and text (including the new advertisement image 1031 and the new advertisement text 1032), the marking of the elements and text related to the delivery intention of the new advertisement image and text (for example, the gray mark of the rectangular element used to represent the form intention in the new advertisement image 1031, and the gray background mark of the text segment "fill in the information in the rectangular form" used to represent the form intention in the new advertisement text). It can be seen that, compared with the above Fig.10F Compared with the original advertisement shown in the picture and text, Figure 10G The new ad image shown no longer includes the circular element used to represent the awakening intent, but is replaced by a hexagonal element that is irrelevant to the delivery intent. Figure 10G The new ad copy shown also no longer includes the text snippet "Click the circular icon to enter the app" used to characterize the wake-up intent.

[0325] After the terminal device 100 displays the new advertising image and text, if the effect of the new advertising image and text meets the user's expectations, then the terminal device 100 can support the user to export the new advertising image and text (for example, an option for exporting advertising images and texts can be displayed on the terminal device 100, and the terminal device 100 can export the advertising image and text after detecting that the user clicks on the option); if the effect of the new advertising image and text does not meet the user's expectations, then the above steps S1011-S1015 can be repeated until the effect of the new advertising image and text meets the user's expectations.

[0326] It is easy to understand that the exported new advertising image and text may not include marks of elements and text related to the delivery intention. These marks can be manually deleted by the user before exporting the new advertising image and text, or automatically deleted by the terminal device 100 after the user triggers the export of the new advertising image and text.

[0327] In some examples, after the terminal device 100 detects the user's editing operation on the marked original advertising image and text, it can automatically generate and display new advertising images and text based on the editing operation without the participation of the server 200. In this case, the above steps S1012-S1015 may not be executed.

[0328] In the embodiment of the present application, the above Fig. 10A The method shown is performed by the terminal device 100 and the server 200 together as an example. Fig. 10A The method shown can also be completed by the terminal device 100 independently without the participation of the server 200. It is easy to understand that in this case, the above Fig. 10A Steps S1006, S1007, S1008, and S1013 in the above-mentioned method can be executed by the terminal device 100, and the interaction steps between the terminal device 100 and the server 200 (such as the above-mentioned Fig. 10A Step S1005, step S1009, step S1012, step S1014).

[0329] By implementing the above Fig. 10A The method shown can identify the main delivery intentions in the original advertising images and texts, and mark the elements and texts related to the main delivery intentions. Furthermore, an interactive interface can be provided to guide users to optimize advertising images and advertising copy in a visual form through the interactive interface, suppress misleading delivery intentions in advertising images and texts, and iteratively update advertising images and texts, so that the user behavior guidance role played by the advertising images and texts matches the delivery intentions set by the user (i.e., the delivery intentions specified by the advertiser), and the delivery intentions set by the user can be clearly presented.

[0330] Combine the following Figure 11A-11BThe specific application scenario of extracting the delivery intention of the original advertisement image and text to generate new advertisement image and text is introduced by way of example.

[0331] Take the decoration advertising application scenario as an example. Fig.11A The advertisement images and texts shown as examples are original advertisement images and texts.

[0332] For example, assuming that the delivery intention (also referred to as the correct delivery intention) set by the user is a form intention, and the system function is delivery intention refinement, then the generated new advertisement image and text may be, for example, Fig. 11B The advertising images and texts shown are examples. Fig.11A It can be seen from the figure that there are errors / interferences in the original advertising images and texts (i.e., delivery intentions that are unrelated to the delivery intentions set by users). For example, there are wake-up intent-related elements in the original advertising images that are unrelated to the form intentions (such as the option / button of "click to enter the app"), and there are wake-up intent-related text fragments in the original advertising copy that are unrelated to the form intentions (such as the text fragment of "enter the app to view details"). After refining the delivery intentions of the original advertising images, Fig. 11B It can be seen that the original advertising image contains elements irrelevant to the delivery intention (such as Fig. 11B The arrow element in the image is used to cover the wake-up intention related elements in the original advertisement image, and the wake-up intention related text fragments are removed from the original advertisement copy. In this way, the misleading delivery intention in the advertisement image and text can be removed, and the delivery intention set by the user can be clearly presented.

[0333] It should be noted that the above only takes the form intention set by the user as an example to introduce the specific application scenario of refining the delivery intention of the original advertising image and text to generate new advertising images and texts. The delivery intention set by the user can also be other (such as activation, secondary retention, payment, registration, customization, etc.), and the embodiments of the present application are not limited to this.

[0334] In the present application, the three system functions of delivery intention embedding, delivery intention correction, and delivery intention refinement may be provided at the same time, or only one or two of them may be provided.

[0335] The following introduces a possible collaboration mode between an internal module of the terminal device 100 and an internal module of the server 200 involved in the process of executing the advertisement generation method provided by an embodiment of the present application.

[0336] Fig.12 The embodiment of the present application exemplifies a possible cooperation mode between an internal module of the terminal device 100 and an internal module of the server 200 involved in the process of executing the advertisement generation method.

[0337] like Fig.12As shown, the terminal device 100 may include an advertising image and text display and interaction module 1201, an advertising material display and interaction module 1202, a function / parameter setting module 1203, an information upload module 1204, and an information download module 1205; the server 200 may include an advertising image and text delivery intention identification and screening module 1206, an advertising image and text delivery intention related / irrelevant element retrieval module 1207, an advertising image and text delivery intention related element positioning and marking module 1208, and an advertising image and text delivery intention embedding and removal module 1209.

[0338] The advertising graphic display and interaction module 1201 can be used to display advertising images and advertising copy, markings of elements and text related to delivery intentions, etc.; it can also be used to provide user interaction functions (such as dragging advertising materials into advertising graphics, adjusting the position / size of advertising materials, modifying advertising copy, etc.); and so on.

[0339] The advertising material display and interaction module 1202 can be used to display advertising materials, search results of elements related to or unrelated to delivery intentions, correlation coefficients corresponding to elements related to delivery intentions, etc.; it can also be used to provide user interaction functions (such as selecting advertising materials, dragging advertising materials into advertising graphics); and so on.

[0340] The function / parameter setting module 1203 can be used to provide a function / parameter setting interface to support users in setting target delivery intentions (such as wake-up, retention, payment, activation, registration, form, customization, etc.) and selecting system functions (such as delivery intention embedding, delivery intention correction, delivery intention refinement, etc.) on the interface.

[0341] The information uploading module 1204 may be used to upload information of advertisement graphics and texts, information of advertisement material library, information of function / parameter settings, etc. to the server 200 .

[0342] The information download module 1205 can be used to download optimized advertising graphics (such as advertising graphics after embedding / correcting / refining the delivery intention), markings of delivery intention-related elements and texts, retrieval results of delivery intention-related elements or irrelevant elements, etc. on the server 200.

[0343] The advertising image and text delivery intention identification and screening module 1206 can be used to identify the delivery intention represented by the advertising images and advertising texts in the advertising images and texts uploaded by the terminal device 100; it can also be used to screen the main delivery intentions represented by the advertising images and advertising texts in the advertising images and texts uploaded by the terminal device 100; and so on.

[0344] The advertisement image and text delivery intention related / irrelevant element retrieval module 1207 can be used to retrieve delivery intention related elements and delivery intention irrelevant elements set by the user in an advertisement material library (eg, an advertisement material library provided by an advertiser).

[0345] The advertisement image and text delivery intention-related element positioning and marking module 1208 can be used to locate the various delivery intentions represented by the advertisement image and text in the advertisement image and the related text fragments in the advertisement copy; it can also be used to mark the delivery intention-related elements in the advertisement image in some way (for example, heat map, detection box, outline, etc.); it can also be used to mark the delivery intention-related text fragments in the advertisement copy in some way (for example, text of a certain color, text background color, detection box, etc.).

[0346] The advertising image and text delivery intention embedding and removal module 1209 can be used to embed the delivery intention-related elements set by the user into a certain area of ​​the advertising image; it can also be used to embed delivery intention-related / irrelevant elements into a certain area of ​​the advertising image to cover the erroneous / interfering delivery intention-related elements in the advertising image; it can also be used to embed delivery intention-related text fragments into the advertising copy; it can also be used to remove erroneous / interfering delivery intention-related elements in the advertising image; it can also be used to remove erroneous / interfering delivery intention-related text fragments in the advertising copy; and so on.

[0347] In some examples, server 200 may also include an information transceiver module (not shown in the figure), wherein the information transceiver module can be used to send information (such as optimized advertising images and texts, marks of delivery intention-related elements and texts, retrieval results of delivery intention-related elements or irrelevant elements, etc.) to other devices (such as terminal device 100); and can also be used to receive information (such as advertising images and texts, advertising material libraries, function / parameter settings, etc.) sent by other devices (such as terminal device 100).

[0348] It is easy to understand that when the advertisement generation method provided in the present application is independently executed by the terminal device 100 , the various modules included in the above-mentioned server 200 can be integrated on the terminal device 100 .

[0349] For more details about the functions of each internal module of the terminal device 100 and the server 200, please refer to the relevant content in the above embodiments, which will not be repeated here.

[0350] Understandably, Fig.12 The schematic structure does not constitute a specific limitation on the terminal device 100 and the server 200. In other embodiments of the present application, the terminal device 100 and the server 200 may have a plurality of Fig.12 More or less components shown in the figure may be combined with two or more components, or may have different component configurations. The various components shown in the figure may be implemented in hardware, software, or a combination of hardware and software including one or more signal processing and / or application specific integrated circuits.

[0351] The following introduces the structure of a server 200 provided in an embodiment of the present application.

[0352] Fig.13 The structure of a server 200 provided in an embodiment of the present application is exemplified.

[0353] like Fig.13 As shown, the server 200 may include: one or more processors 1301, a memory 1302, a communication interface 1303, a transmitter 1305, a receiver 1306, a coupler 13013, and an antenna 1308. These components may be connected via a bus 1304 or other means. Fig.13 Take bus connection as an example.

[0354] The communication interface 1303 can be used for the server 200 to communicate with other devices, such as the terminal device 100, etc., for communication. Specifically, the communication interface 1303 can be a 3G communication interface, a 4G communication interface, a 5G communication interface, or a communication interface of a future new air interface. Not limited to a wireless communication interface, the server 200 can also be configured with a wired communication interface 1303, such as a local access network (LAN) interface. The transmitter 1305 can be used to transmit and process the signal output by the processor 1301. The receiver 1306 can be used to receive and process the mobile communication signal received by the antenna 1308.

[0355] In some examples of the present application, the transmitter 1305 and the receiver 1306 can be regarded as a wireless modem. In the server 200, the number of the transmitter 1305 and the receiver 1306 can be one or more. The antenna 1308 can be used to convert the electromagnetic energy in the transmission line into electromagnetic waves in the free space, or convert the electromagnetic waves in the free space into electromagnetic energy in the transmission line. The coupler 13013 is used to divide the mobile communication signal received by the antenna 1308 into multiple paths and distribute them to multiple receivers 1306.

[0356] The memory 1302 is coupled to the processor 1301 and is used to store various software programs and / or multiple sets of instructions. Specifically, the memory 1302 may include a high-speed random access memory, and may also include a non-volatile memory, such as one or more disk storage devices, flash memory devices or other non-volatile solid-state storage devices. The memory 1302 may store a network communication program, which may be used to communicate with one or more additional devices, one or more terminal devices, or one or more network devices.

[0357] In some examples of the present application, the memory 1302 may be used to store an implementation program on the server 200 side of the advertisement generation method provided by one or more embodiments of the present application.

[0358] The processor 1301 can be used to read and execute computer-readable instructions. Specifically, the processor 1301 can be used to call a program stored in the memory 1302, such as an implementation program of the advertisement generation method provided in one or more embodiments of the present application on the server 200 side, and execute the instructions contained in the program.

[0359] It should be noted that Fig.13 The server 200 shown is only one implementation of the embodiment of the present application. In actual applications, the server 200 may also include more or fewer components, which is not limited here.

[0360] For more details about the functions and working principles of the server 200, please refer to the relevant contents in the above embodiments, which will not be repeated here.

[0361] The following is a schematic diagram of the structure of a terminal device 100 provided in an embodiment of the present application.

[0362] Fig.14 The structure of a terminal device 100 provided in an embodiment of the present application is exemplified.

[0363] like Fig.14 As shown, the terminal device 100 may include: a processor 110, an external memory interface 120, an internal memory 121, a universal serial bus (USB) interface 130, a charging management module 140, a power management module 141, a battery 142, an antenna 1, an antenna 2, a mobile communication module 150, a wireless communication module 160, an audio module 170, a speaker 170A, a receiver 170B, a microphone 170C, an earphone interface 170D, a sensor module 180, a button 190, a motor 191, an indicator 192, a camera 193, a display screen 194, and a subscriber identification module (SIM) card interface 195, etc. The sensor module 180 may include a pressure sensor 180A, a gyroscope sensor 180B, an air pressure sensor 180C, a magnetic sensor 180D, an acceleration sensor 180E, a distance sensor 180F, a proximity light sensor 180G, a fingerprint sensor 180H, a temperature sensor 180J, a touch sensor 180K, an ambient light sensor 180L, a bone conduction sensor 180M, etc.

[0364] It is understood that the structure illustrated in the embodiment of the present application does not constitute a specific limitation on the terminal device 100. In other embodiments of the present application, the terminal device 100 may include more or fewer components than shown in the figure, or combine some components, or split some components, or arrange the components differently. The components shown in the figure may be implemented in hardware, software, or a combination of software and hardware.

[0365] The processor 110 may include one or more processing units, for example, the processor 110 may include an application processor (AP), a modem processor, a graphics processor (GPU), an image signal processor (ISP), a controller, a memory, a video codec, a digital signal processor (DSP), a baseband processor, and / or a neural-network processing unit (NPU), etc. Different processing units may be independent devices or integrated into one or more processors.

[0366] The controller may be the nerve center and command center of the terminal device 100. The controller may generate an operation control signal according to the instruction operation code and the timing signal to complete the control of fetching and executing instructions.

[0367] The processor 110 may also be provided with a memory for storing instructions and data. In some embodiments, the memory in the processor 110 is a cache memory. The memory may store instructions or data that the processor 110 has just used or cyclically used. If the processor 110 needs to use the instruction or data again, it may be directly called from the memory. This avoids repeated access, reduces the waiting time of the processor 110, and thus improves the efficiency of the system.

[0368] In some examples of the present application, the memory may be used to store an implementation program of the advertisement generation method provided by one or more embodiments of the present application on the terminal device 100 side.

[0369] The processor 110 can be used to read and execute computer-readable instructions. Specifically, the processor 110 can be used to call a program stored in the memory, such as an implementation program of the advertisement generation method provided in one or more embodiments of the present application on the terminal device 100 side, and execute the instructions contained in the program.

[0370] In some embodiments, the processor 110 may include one or more interfaces. The interface may include an inter-integrated circuit (I2C) interface, an inter-integrated circuit sound (I2S) interface, a pulse code modulation (PCM) interface, a universal asynchronous receiver / transmitter (UART) interface, a mobile industry processor interface (MIPI), a general-purpose input / output (GPIO) interface, a subscriber identity module (SIM) interface, and / or a universal serial bus (USB) interface, etc.

[0371] The I2C interface is a bidirectional synchronous serial bus, including a serial data line (SDA) and a serial clock line (SCL). In some embodiments, the processor 110 may include multiple groups of I2C buses. The processor 110 may be coupled to the touch sensor 180K, the charger, the flash, the camera 193, etc. through different I2C bus interfaces. For example: the processor 110 may be coupled to the touch sensor 180K through the I2C interface, so that the processor 110 communicates with the touch sensor 180K through the I2C bus interface, thereby realizing the touch function of the terminal device 100.

[0372] The I2S interface can be used for audio communication. In some embodiments, the processor 110 can include multiple I2S buses. The processor 110 can be coupled to the audio module 170 via the I2S bus to achieve communication between the processor 110 and the audio module 170. In some embodiments, the audio module 170 can transmit an audio signal to the wireless communication module 160 via the I2S interface to achieve the function of answering a call through a Bluetooth headset.

[0373] The PCM interface can also be used for audio communication, sampling, quantizing and encoding analog signals. In some embodiments, the audio module 170 and the wireless communication module 160 can be coupled via a PCM bus interface. In some embodiments, the audio module 170 can also transmit audio signals to the wireless communication module 160 via the PCM interface to realize the function of answering calls via a Bluetooth headset. Both the I2S interface and the PCM interface can be used for audio communication.

[0374] The UART interface is a universal serial data bus for asynchronous communication. The bus can be a bidirectional communication bus. It converts the data to be transmitted between serial communication and parallel communication. In some embodiments, the UART interface is generally used to connect the processor 110 and the wireless communication module 160. For example, the processor 110 communicates with the Bluetooth module in the wireless communication module 160 through the UART interface to implement the Bluetooth function. In some embodiments, the audio module 170 can transmit an audio signal to the wireless communication module 160 through the UART interface to implement the function of playing music through a Bluetooth headset.

[0375] The MIPI interface can be used to connect the processor 110 with peripheral devices such as the display screen 194 and the camera 193. The MIPI interface includes a camera serial interface (CSI), a display serial interface (DSI), etc. In some embodiments, the processor 110 and the camera 193 communicate via the CSI interface to implement the shooting function of the terminal device 100. The processor 110 and the display screen 194 communicate via the DSI interface to implement the display function of the terminal device 100.

[0376] The GPIO interface can be configured by software. The GPIO interface can be configured as a control signal or as a data signal. In some embodiments, the GPIO interface can be used to connect the processor 110 with the camera 193, the display 194, the wireless communication module 160, the audio module 170, the sensor module 180, etc. The GPIO interface can also be configured as an I2C interface, an I2S interface, a UART interface, a MIPI interface, etc.

[0377] The USB interface 130 is an interface that complies with the USB standard specification, and specifically can be a Mini USB interface, a Micro USB interface, a USB Type C interface, etc. The USB interface 130 can be used to connect a charger to charge the terminal device 100, and can also be used to transmit data between the terminal device 100 and peripheral devices. It can also be used to connect headphones to play audio through the headphones. The interface can also be used to connect other terminal devices, such as AR devices, etc.

[0378] It is understandable that the interface connection relationship between the modules illustrated in the embodiment of the present application is only a schematic illustration and does not constitute a structural limitation on the terminal device 100. In other embodiments of the present application, the terminal device 100 may also adopt different interface connection methods in the above embodiments, or a combination of multiple interface connection methods.

[0379] The charging management module 140 is used to receive charging input from a charger. The charger may be a wireless charger or a wired charger. In some wired charging embodiments, the charging management module 140 may receive charging input from a wired charger through the USB interface 130. In some wireless charging embodiments, the charging management module 140 may receive wireless charging input through a wireless charging coil of the terminal device 100. While the charging management module 140 is charging the battery 142, it may also power the terminal device 100 through the power management module 141.

[0380] The power management module 141 is used to connect the battery 142, the charging management module 140 and the processor 110. The power management module 141 receives input from the battery 142 and / or the charging management module 140, and supplies power to the processor 110, the internal memory 121, the external memory, the display screen 194, the camera 193, and the wireless communication module 160. The power management module 141 can also be used to monitor parameters such as battery capacity, battery cycle number, battery health status (leakage, impedance), etc. In some other embodiments, the power management module 141 can also be set in the processor 110. In other embodiments, the power management module 141 and the charging management module 140 can also be set in the same device.

[0381] The wireless communication function of the terminal device 100 can be implemented through the antenna 1, the antenna 2, the mobile communication module 150, the wireless communication module 160, the modem processor and the baseband processor.

[0382] Antenna 1 and antenna 2 are used to transmit and receive electromagnetic wave signals. Each antenna in terminal device 100 can be used to cover a single or multiple communication frequency bands. Different antennas can also be reused to improve the utilization of antennas. For example, antenna 1 can be reused as a diversity antenna for a wireless local area network. In some other embodiments, the antenna can be used in combination with a tuning switch.

[0383] The mobile communication module 150 can provide solutions for wireless communications including 2G / 3G / 4G / 5G applied to the terminal device 100. The mobile communication module 150 may include at least one filter, a switch, a power amplifier, a low noise amplifier (LNA), etc. The mobile communication module 150 can receive electromagnetic waves from the antenna 1, and filter, amplify, and process the received electromagnetic waves, and transmit them to the modulation and demodulation processor for demodulation. The mobile communication module 150 can also amplify the signal modulated by the modulation and demodulation processor, and convert it into electromagnetic waves for radiation through the antenna 1. In some embodiments, at least some of the functional modules of the mobile communication module 150 can be set in the processor 110. In some embodiments, at least some of the functional modules of the mobile communication module 150 can be set in the same device as at least some of the modules of the processor 110.

[0384] The modem processor may include a modulator and a demodulator. Among them, the modulator is used to modulate the low-frequency baseband signal to be sent into a medium-high frequency signal. The demodulator is used to demodulate the received electromagnetic wave signal into a low-frequency baseband signal. The demodulator then transmits the demodulated low-frequency baseband signal to the baseband processor for processing. After the low-frequency baseband signal is processed by the baseband processor, it is passed to the application processor. The application processor outputs a sound signal through an audio device (not limited to a speaker 170A, a receiver 170B, etc.), or displays an image or video through a display screen 194. In some embodiments, the modem processor may be an independent device. In other embodiments, the modem processor may be independent of the processor 110 and be set in the same device as the mobile communication module 150 or other functional modules.

[0385] The wireless communication module 160 can provide wireless communication solutions including wireless local area networks (WLAN) (such as wireless fidelity (Wi-Fi) networks), bluetooth (BT), global navigation satellite system (GNSS), frequency modulation (FM), near field communication (NFC), infrared (IR), etc., which are applied to the terminal device 100. The wireless communication module 160 can be one or more devices integrating at least one communication processing module. The wireless communication module 160 receives electromagnetic waves via the antenna 2, modulates the frequency of the electromagnetic wave signal and performs filtering, and sends the processed signal to the processor 110. The wireless communication module 160 can also receive the signal to be sent from the processor 110, modulate the frequency of it, amplify it, and convert it into electromagnetic waves for radiation through the antenna 2.

[0386] In some embodiments, the antenna 1 of the terminal device 100 is coupled to the mobile communication module 150, and the antenna 2 is coupled to the wireless communication module 160, so that the terminal device 100 can communicate with the network and other devices through wireless communication technology. The wireless communication technology may include global system for mobile communications (GSM), general packet radio service (GPRS), code division multiple access (CDMA), wideband code division multiple access (WCDMA), time-division code division multiple access (TD-SCDMA), long term evolution (LTE), BT, GNSS, WLAN, NFC, FM, and / or IR technology. The GNSS may include a global positioning system (GPS), a global navigation satellite system (GLONASS), a Beidou navigation satellite system (BDS), a quasi-zenith satellite system (QZSS) and / or a satellite based augmentation system (SBAS).

[0387] The terminal device 100 implements the display function through a GPU, a display screen 194, and an application processor. The GPU is a microprocessor for image processing, which connects the display screen 194 and the application processor. The GPU is used to perform mathematical and geometric calculations for graphics rendering. The processor 110 may include one or more GPUs, which execute program instructions to generate or change display information.

[0388] The display screen 194 is used to display images, videos, etc. The display screen 194 includes a display panel. The display panel can be a liquid crystal display (LCD), an organic light-emitting diode (OLED), an active-matrix organic light-emitting diode or an active-matrix organic light-emitting diode (AMOLED), a flexible light-emitting diode (FLED), Miniled, MicroLed, Micro-oLed, a quantum dot light-emitting diode (QLED), etc. In some embodiments, the terminal device 100 may include 1 or N display screens 194, where N is a positive integer greater than 1.

[0389] The terminal device 100 can realize the shooting function through ISP, camera 193, video codec, GPU, display screen 194 and application processor.

[0390] ISP is used to process the data fed back by camera 193. For example, when taking a photo, the shutter is opened, and the light is transmitted to the camera photosensitive element through the lens. The light signal is converted into an electrical signal, and the camera photosensitive element transmits the electrical signal to ISP for processing and converts it into an image visible to the naked eye. ISP can also perform algorithm optimization on the noise, brightness, etc. of the image. ISP can also optimize the exposure, color temperature and other parameters of the shooting scene. In some embodiments, ISP can be set in camera 193.

[0391] The camera 193 is used to capture still images or videos. The object generates an optical image through the lens and projects it onto the photosensitive element. The photosensitive element can be a charge coupled device (CCD) or a complementary metal-oxide-semiconductor (CMOS) phototransistor. The photosensitive element converts the optical signal into an electrical signal, and then passes the electrical signal to the ISP to be converted into a digital image signal. The ISP outputs the digital image signal to the DSP for processing. The DSP converts the digital image signal into an image signal in a standard RGB, YUV or other format. In some embodiments, the terminal device 100 may include 1 or N cameras 193, where N is a positive integer greater than 1.

[0392] The digital signal processor is used to process digital signals, and can process not only digital image signals but also other digital signals. For example, when the terminal device 100 is selecting a frequency point, the digital signal processor is used to perform Fourier transform on the frequency point energy.

[0393] Video codecs are used to compress or decompress digital videos. The terminal device 100 may support one or more video codecs. Thus, the terminal device 100 may play or record videos in various coding formats, such as Moving Picture Experts Group (MPEG) 1, MPEG2, MPEG3, MPEG4, etc.

[0394] NPU is a neural network (NN) computing processor. By drawing on the structure of biological neural networks, such as the transmission mode between neurons in the human brain, it can quickly process input information and can also continuously self-learn. Through NPU, applications such as intelligent cognition of the terminal device 100 can be realized, such as image recognition, face recognition, voice recognition, text understanding, etc.

[0395] The external memory interface 120 can be used to connect an external memory card, such as a Micro SD card, to expand the storage capacity of the terminal device 100. The external memory card communicates with the processor 110 through the external memory interface 120 to implement a data storage function, such as storing music, video and other files in the external memory card.

[0396] The internal memory 121 can be used to store computer executable program codes, which include instructions. The processor 110 executes various functional applications and data processing of the terminal device 100 by running the instructions stored in the internal memory 121. The internal memory 121 may include a program storage area and a data storage area. Among them, the program storage area can store an operating system, an application required for at least one function (such as a sound playback function, an image playback function, etc.), etc. The data storage area can store data created during the use of the terminal device 100 (such as audio data, a phone book, etc.), etc. In addition, the internal memory 121 may include a high-speed random access memory, and may also include a non-volatile memory, such as at least one disk storage device, a flash memory device, a universal flash storage (UFS), etc.

[0397] The terminal device 100 can implement audio functions such as music playing and recording through the audio module 170, the speaker 170A, the receiver 170B, the microphone 170C, the headphone jack 170D, and the application processor.

[0398] The audio module 170 is used to convert digital audio information into analog audio signal output, and is also used to convert analog audio input into digital audio signals. The audio module 170 can also be used to encode and decode audio signals. In some embodiments, the audio module 170 can be arranged in the processor 110, or some functional modules of the audio module 170 can be arranged in the processor 110.

[0399] The speaker 170A, also called a "speaker", is used to convert an audio electrical signal into a sound signal. The terminal device 100 can listen to music or listen to a hands-free call through the speaker 170A.

[0400] The receiver 170B, also called a "handset", is used to convert audio electrical signals into sound signals. When the terminal device 100 receives a call or voice message, the voice can be received by placing the receiver 170B close to the ear.

[0401] Microphone 170C, also called "microphone" or "microphone", is used to convert sound signals into electrical signals. When making a call or sending a voice message, the user can speak by putting their mouth close to the microphone 170C to input the sound signal into the microphone 170C. The terminal device 100 can be provided with at least one microphone 170C. In other embodiments, the terminal device 100 can be provided with two microphones 170C, which can not only collect sound signals but also realize noise reduction function. In other embodiments, the terminal device 100 can also be provided with three, four or more microphones 170C to realize the collection of sound signals, noise reduction, identification of sound sources, realization of directional recording function, etc.

[0402] The earphone interface 170D is used to connect a wired earphone and can be a USB interface 130, or a 3.5 mm open mobile terminal platform (OMTP) standard interface or a cellular telecommunications industry association of the USA (CTIA) standard interface.

[0403] The pressure sensor 180A is used to sense the pressure signal and can convert the pressure signal into an electrical signal. In some embodiments, the pressure sensor 180A can be set on the display screen 194. There are many types of pressure sensors 180A, such as resistive pressure sensors, inductive pressure sensors, capacitive pressure sensors, etc. The capacitive pressure sensor can be a parallel plate including at least two conductive materials. When a force acts on the pressure sensor 180A, the capacitance between the electrodes changes. The terminal device 100 determines the intensity of the pressure according to the change in capacitance. When a touch operation acts on the display screen 194, the terminal device 100 detects the touch operation intensity according to the pressure sensor 180A. The terminal device 100 can also calculate the touch position according to the detection signal of the pressure sensor 180A. In some embodiments, touch operations acting on the same touch position but with different touch operation intensities can correspond to different operation instructions. For example: when a touch operation with a touch operation intensity less than the first pressure threshold acts on the short message application icon, an instruction to view the short message is executed. When a touch operation with a touch operation intensity greater than or equal to the first pressure threshold acts on the short message application icon, an instruction to create a new short message is executed.

[0404] The touch sensor 180K is also called a "touch panel". The touch sensor 180K can be set on the display screen 194, and the touch sensor 180K and the display screen 194 form a touch screen, also called a "touch screen". The touch sensor 180K is used to detect touch operations acting on or near it. The touch sensor can pass the detected touch operation to the application processor to determine the type of touch event. Visual output related to the touch operation can be provided through the display screen 194. In other embodiments, the touch sensor 180K can also be set on the surface of the terminal device 100, which is different from the position of the display screen 194.

[0405] The key 190 includes a power key, a volume key, etc. The key 190 may be a mechanical key or a touch key. The terminal device 100 may receive key input and generate key signal input related to user settings and function control of the terminal device 100.

[0406] Motor 191 can generate vibration prompts. Motor 191 can be used for incoming call vibration prompts, and can also be used for touch vibration feedback. For example, touch operations acting on different applications (such as taking pictures, audio playback, etc.) can correspond to different vibration feedback effects. For touch operations acting on different areas of the display screen 194, motor 191 can also correspond to different vibration feedback effects. Different application scenarios (for example: time reminders, receiving messages, alarm clocks, games, etc.) can also correspond to different vibration feedback effects. The touch vibration feedback effect can also support customization.

[0407] Indicator 192 may be an indicator light, which may be used to indicate charging status, power changes, messages, missed calls, notifications, etc.

[0408] The SIM card interface 195 is used to connect a SIM card. The SIM card can be connected to and separated from the terminal device 100 by inserting the SIM card interface 195 or pulling it out from the SIM card interface 195. The terminal device 100 can support 1 or N SIM card interfaces, where N is a positive integer greater than 1. The SIM card interface 195 can support Nano SIM cards, Micro SIM cards, SIM cards, and the like. Multiple cards can be inserted into the same SIM card interface 195 at the same time. The types of the multiple cards can be the same or different. The SIM card interface 195 can also be compatible with different types of SIM cards. The SIM card interface 195 can also be compatible with external memory cards. The terminal device 100 interacts with the network through the SIM card to implement functions such as calls and data communications. In some embodiments, the terminal device 100 uses an eSIM, i.e., an embedded SIM card. The eSIM card can be embedded in the terminal device 100 and cannot be separated from the terminal device 100.

[0409] It should be understood that Fig.14 The terminal device 100 shown is only an example, and the terminal device 100 may have more Fig.14 More or fewer components may be shown, two or more components may be combined, or there may be a different configuration of components. Fig.14 The various components shown in the EMBODIMENTS 2000 may be implemented in hardware, software, or a combination of hardware and software, including one or more signal processing and / or application specific integrated circuits.

[0410] In the above embodiments, it can be implemented in whole or in part by software, hardware, firmware or any combination thereof. When implemented using software, it can be implemented in whole or in part in the form of a computer program product. The computer program product includes one or more computer instructions. When the computer program instructions are loaded and executed on a computer, the process or function described in the present application is generated in whole or in part. The computer can be a general-purpose computer, a special-purpose computer, a computer network, or other programmable device. The computer instructions can be stored in a computer-readable storage medium, or transmitted from one computer-readable storage medium to another computer-readable storage medium. For example, the computer instructions can be transmitted from a website site, computer, server or data center to another website site, computer, server or data center by wired (e.g., coaxial cable, optical fiber, digital subscriber line) or wireless (e.g., infrared, wireless, microwave, etc.) mode. The computer-readable storage medium can be any available medium that a computer can access or a data storage device such as a server or data center that includes one or more available media integrated. The available medium can be a magnetic medium (e.g., a floppy disk, a hard disk, a tape), an optical medium (e.g., a DVD), or a semiconductor medium (e.g., a solid-state disk (SSD)), etc.

[0411] Those skilled in the art can understand that to implement all or part of the processes in the above-mentioned embodiments, the processes can be completed by computer programs to instruct related hardware, and the programs can be stored in computer-readable storage media. When the programs are executed, they can include the processes of the above-mentioned method embodiments. The aforementioned storage media include: ROM or random access memory RAM, magnetic disk or optical disk and other media that can store program codes.

[0412] The above embodiments are only used to illustrate the technical solutions of the present application, rather than to limit them. Although the present application has been described in detail with reference to the aforementioned embodiments, a person skilled in the art should understand that the technical solutions described in the aforementioned embodiments may still be modified, or some of the technical features may be replaced by equivalents. However, these modifications or replacements do not deviate the essence of the corresponding technical solutions from the scope of the technical solutions of the embodiments of the present application.

Claims

1. An advertisement generation method, applied to a terminal device, characterized in that: The method comprises: The terminal device displays a first advertisement in a first user interface, wherein the first advertisement does not include a first interface element; The terminal device detects a first user operation in the first user interface; In response to the first user operation, the terminal device acquires a first delivery intention of the first advertisement; The terminal device displays a second advertisement in the first user interface, the second advertisement is generated by embedding the first interface element in the first advertisement, the first interface element is determined based on the first delivery intention, and the first interface element is used to receive a second user operation.

2. The method according to claim 1, characterized in that The terminal device stores a first advertising material library, and the first interface element is obtained from the first advertising material library.

3. The method according to claim 1 or 2, characterized in that: The first interface element includes any one of a picture control, a text control, a form control, and an icon control.

4. The method according to any one of claims 1 to 3, characterized in that: The first delivery intention includes any one of wake-up, second retention, payment, activation, registration, form, and customization.

5. The method according to any one of claims 1 to 4, characterized in that: The first advertisement includes a first advertisement copy, and the second advertisement includes a second advertisement copy. The second advertisement copy is generated by embedding a first text in the first advertisement copy. The first text is determined based on the first delivery intention.

6. The method according to any one of claims 1 to 5, characterized in that: The first interface element is embedded in a blank area in the first advertisement, and the blank area does not include other interface elements of the first advertisement.

7. The method according to any one of claims 1 to 6, characterized in that: Before the terminal device displays the second advertisement in the first user interface, the method further includes: The terminal device sends a first message to the server, where the first message is used by the server to generate the second advertisement based on the first advertisement and the first delivery intention; The terminal device receives a second message sent by the server, where the second message includes information about the second advertisement; The terminal device displays the second advertisement in the first user interface, specifically comprising: The terminal device displays the second advertisement in the first user interface based on the information of the second advertisement.

8. The method according to any one of claims 1 to 7, characterized in that: The first advertisement further includes a second interface element and a third interface element, the second interface element is different from the third interface element, and the method further includes: The terminal device detects a third user operation in the first user interface; In response to the third user operation, the terminal device acquires a second delivery intention of the first advertisement; The terminal device displays a third advertisement in the first user interface, the third advertisement does not include the second interface element, the third advertisement is generated after the second interface element is removed from the first advertisement, or the third advertisement is generated after replacing the second interface element with a fourth interface element in the first advertisement, wherein the second interface element is not related to the second delivery intention, the third interface element is related to the second delivery intention, and the third interface element is used to receive a fourth user operation.

9. The method according to claim 8, characterized in that The method further comprises: The terminal device embeds the fourth interface element into the area where the second interface element is located according to a user selection operation.

10. The method according to claim 9, characterized in that The terminal device embeds the fourth interface element into the area where the second interface element is located according to the user selection operation, specifically including: The terminal device displays a second advertising material library on the first user interface, where the second advertising material library includes one or more interface elements, and the one or more interface elements include the fourth interface element; The terminal device drags the fourth interface element from the second advertising material library to the area where the second interface element is located according to the user selection operation.

11. According to the method described in any one of claims 8-10, the first advertising copy includes a second text and a third text, the second text is irrelevant to the second delivery intention, the third text is relevant to the second delivery intention, the third advertisement includes a third advertising copy, and the third advertising copy is generated after the second text is removed from the first advertising copy.

12. The method according to claim 11, characterized in that The second text and the third text are displayed in different ways.

13. The method according to any one of claims 8 to 12, characterized in that: The second interface element and the third interface element are displayed in different ways.

14. The method according to any one of claims 1 to 7, characterized in that: The first advertisement includes a fifth interface element, and the method further includes: The terminal device detects a fifth user operation in the first user interface; In response to the fifth user operation, the terminal device acquires a third delivery intention of the first advertisement; The terminal device displays a fourth advertisement in the first user interface, the fourth advertisement is generated after replacing the fifth interface element with a sixth interface element in the first advertisement, the sixth interface element is determined based on the third delivery intention, and the sixth interface element is used to receive a sixth user operation.

15. The method according to claim 14, characterized in that The sixth interface element is obtained from the first advertising material library.

16. The method according to claim 14 or 15, characterized in that The first advertising copy includes a fourth text, which is irrelevant to the third delivery intention. The fourth advertisement includes a fourth advertising copy, which is generated after removing the fourth text from the first advertising copy and embedding a fifth text. The fifth text is determined based on the third delivery intention.

17. An electronic device, characterized in that: The electronic device includes one or more processors and one or more memories; wherein the one or more memories are coupled to the one or more processors, and the one or more memories are used to store computer program code, and the computer program code includes computer instructions, and when the one or more processors execute the computer instructions, the electronic device executes the method as described in any one of claims 1-16.

18. A computer storage medium, characterized in that: The computer storage medium stores a computer program, wherein the computer program includes program instructions. When the program instructions are executed on an electronic device, the electronic device executes the method according to any one of claims 1 to 16.

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