Advertisement generation method and related device

Abstract

Provided are an advertisement generation method and a related device. When there is no correct delivery intention (namely, a delivery intention specified by an advertiser) in advertising graphics and text, a delivery-intention-related element can be embedded into an advertising picture (417), and an expression of the embedded delivery-intention-related element is embodied in an advertising copy (418), such that core information, such as a delivery intention of an advertisement, can be conveyed with consistency between graphics and text. In addition, when there is an incorrect / interfering delivery intention in the advertising graphics and text, a correct delivery-intention-related element can be embedded into the advertising picture (417) to cover or remove an incorrect / interfering delivery-intention-related element, a related expression of the incorrect / interfering delivery intention in the advertising copy (418) can also be removed, and an expression of the correct delivery-intention-related element is embedded into the advertising copy (418), such that a misleading delivery intention in the advertising graphics and text can be corrected, and the correct delivery intention is embedded into the advertising graphics and text, thereby enabling the advertisement to have a visual guiding effect on user behaviors, and facilitating an improvement to a conversion effect of the advertisement.

Description

Advertisement generation method and related equipment

[0001] This application claims priority to the Chinese patent application filed with the State Intellectual Property Office of China on June 30, 2023, with application number 202310809750.2 and application name “Advertisement Generation Method and Related Equipment”, the entire contents of which are incorporated by reference into this application. Technical Field

[0002] The present application relates to the field of terminal technology, and in particular to an advertisement generation method and related equipment. Background Art

[0003] The lack of conversion guidance is a major factor contributing to low conversion rates in advertising. Before placing an ad, advertisers typically specify specific user actions (such as clicks and downloads) that are valuable to their business. Advertising platforms use this as a basis for billing advertisers for their ads.

[0004] However, many advertisers often ignore conversion guidance in their creative advertising design, resulting in low conversion rates for advertising.

[0005] Summary of the Invention

[0006] The embodiments of the present application provide an advertisement generation method and related equipment, which are applicable to various advertisement delivery scenarios and can effectively improve the conversion rate of advertisement delivery.

[0007] 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.

[0008] The first user interface may be an interactive interface for displaying and editing advertisements (e.g., the user interface 410 exemplarily shown in FIG4B ); the first advertisement may be an advertisement before editing (i.e., the original advertisement, such as the advertisement shown in FIG4H ); the second advertisement may be an advertisement generated after editing the first advertisement (i.e., a new advertisement, such as the advertisement shown in FIG4I ); 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 a user (e.g., an advertiser) Or an advertising designer commissioned by an advertiser) to set the delivery intention (such as wake-up, secondary retention, payment, activation, registration, form, customization, etc. delivery intention) (such as the operation of the user selecting the form delivery intention as shown in Figure 4C), and may also include the operation of the user setting the system function (such as delivery intention embedding, delivery intention correction, delivery intention refinement, etc. system functions) (such as the operation of the user selecting the delivery intention embedding system function as shown in Figure 4E). The above-mentioned second user operation may be the operation of the user (such as consumers and other users watching the advertisement) on the above-mentioned first interface element when the second advertisement is played, that is, the above-mentioned first interface element can be used to receive user operations.

[0009] In this application, an advertisement (also referred to as an advertisement image and text) may include both an advertisement image and an advertisement text; an advertisement may also include only an advertisement image or only an advertisement text.

[0010] 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.

[0011] In a possible implementation, the terminal device stores a first advertising material library, and the first interface element is obtained from the first advertising material library.

[0012] The first advertising material library may be, for example, the advertising material library displayed in the advertising material display and interaction area shown in FIG4H , and the first interface element may be obtained from the first advertising material library.

[0013] 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.

[0014] 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.

[0015] 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.

[0016] In this way, when the advertisement includes elements related to the delivery intention specified by the advertiser, users can perform specific operations (such as clicking, downloading, filling in information, etc.) that are valuable to the advertiser's own business on the element, thereby improving the conversion rate of the advertising delivery.

[0017] In a possible implementation, the first delivery intention includes any one of wake-up, secondary retention, payment, activation, registration, form, and customization.

[0018] Among them, the above-mentioned first delivery intention may include but is not limited to wake-up, second retention, payment, activation, registration, form, customization and other delivery intentions.

[0019] In this way, advertisers can specify different delivery intentions so as to receive specific operations performed by users that are valuable to the advertiser's own different businesses.

[0020] 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 the element in the advertisement related to activation intent (such as the icon control of an application), it means that the delivery intent specified by the advertiser has been achieved.

[0021] 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.

[0022] 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").

[0023] In this way, the expression of the elements related to the delivery intention in the advertising image can be reflected in the advertising copy, so that the communication of core information such as the delivery intention of the advertisement is consistent with the text and picture.

[0024] 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.

[0025] 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 (such as text, images, and other interface elements in the advertisement).

[0026] In this way, after the first interface element is embedded, the display of other contents in the original advertisement will not be affected.

[0027] In one 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.

[0028] The first message may be, for example, the message 1 shown in FIG. 4A , and the second message may be, for example, the message 2 shown in FIG. 4A .

[0029] 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.

[0030] 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 the second delivery intention of the first advertisement; the terminal device displays the 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 the 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.

[0031] Among them, the above-mentioned first advertisement may be an advertisement before editing (i.e., the original advertisement, such as the advertisement including multiple delivery intentions shown in Figure 10B), the above-mentioned third advertisement may be an advertisement generated after editing the first advertisement (i.e., a new advertisement, such as the advertisement including only the delivery intention specified by the advertiser shown in Figure 10G), the above-mentioned second interface element may be an element unrelated to the above-mentioned second delivery intention (such as an image control, text control, form control, icon control, etc.), the above-mentioned third interface element may be an element related to the above-mentioned second delivery intention (such as an image control, text control, form control, icon control, etc.), the above-mentioned second delivery intention may be the delivery intention specified by the advertiser, and the above-mentioned third user operation may include the user (such as the advertiser or the advertiser-commissioned advertiser) The operation of setting the delivery intention (such as wake-up, retention, payment, activation, registration, form, customization, etc.) by the advertisement designer (for example, the operation of the user selecting the form delivery intention, through which the delivery intention setting as shown in Figure 10B is realized) may also include the operation of the user setting the system function (such as delivery intention embedding, delivery intention correction, delivery intention refinement, etc.) (for example, the operation of the user selecting the delivery intention refinement system function, through which the system function setting as shown in Figure 10B is realized). The above-mentioned fourth user operation may be the operation of the user (such as the consumer or other user watching the advertisement) on the above-mentioned third interface element when the third advertisement is played, that is, the above-mentioned third interface element can be used to receive user operations. The above-mentioned fourth interface element may be an element related to the above-mentioned second delivery intention, or it may be an element unrelated to the delivery intention (that is, an element that does not represent any delivery intention)

[0032] In this way, when the advertisement includes both correct delivery intentions (i.e., the delivery intentions specified by the advertiser) and incorrect / interference 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.

[0033] 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.

[0034] In this way, the terminal device can support manual operations by users 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.

[0035] 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 the 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.

[0036] 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.

[0037] In this way, the fourth interface element can quickly replace the second interface element through the user's drag operation, which is convenient and fast, and improves the user experience.

[0038] 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 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.

[0039] Among them, the above-mentioned first advertising copy is the advertising copy of the first advertisement, the above-mentioned second text can be generated after the second interface element is expressed in textual form, and the above-mentioned third text can be generated after the third interface element is expressed in textual form. For example, the second delivery intention is a form intention, the second interface element is an element related to the wake-up intention, and the third interface element is an element related to the form intention. Then the second text can be, for example, a text generated after the wake-up intention related element is expressed in textual form (for example, "Click the circular icon to enter the application" as shown in Figure 10B), and the third text can be, for example, a text generated after the form intention related element is expressed in textual form (for example, "Fill in information in the rectangular form" as shown in Figure 10B).

[0040] In this way, the expression of elements related to the advertiser's delivery intention specified 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 advertiser's delivery intention can be removed, so that the communication of core information such as the advertising delivery intention is consistent with the text and picture, and misleading delivery intentions can be suppressed.

[0041] In a possible implementation, the second text and the third text are displayed in different ways.

[0042] The different display modes mentioned above may be achieved 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.

[0043] In this way, texts used to represent different delivery intentions can be displayed separately to facilitate user viewing.

[0044] In one possible implementation, the second interface element and the third interface element are displayed differently.

[0045] Among them, the above-mentioned different display methods can be achieved by making different marks on the interface elements, and the marking methods can include but are not limited to heat maps, detection boxes, contour lines, and coordinate values.

[0046] In this way, elements used to represent different delivery intentions can be displayed separately to facilitate user viewing.

[0047] In one possible implementation, 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 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.

[0048] Among them, the above-mentioned first advertisement may be an advertisement before editing (i.e., the original advertisement, such as the advertisement shown in Figure 7B), the above-mentioned fourth advertisement may be an advertisement generated after editing the first advertisement (i.e., a new advertisement, such as the advertisement shown in Figure 7C), the above-mentioned fifth interface element may be an element unrelated to the above-mentioned third delivery intention (e.g., an image control, a text control, a form control, an icon control, etc.), the above-mentioned sixth interface element may be an element related to the above-mentioned third delivery intention (e.g., an image control, a text control, a form control, an icon control, etc.), the above-mentioned third delivery intention may be a delivery intention specified by the advertiser, and the above-mentioned fifth user operation may include a user (e.g., an advertiser or an advertising designer commissioned by the advertiser) setting the delivery intention The sixth user operation may include operations such as wake-up, secondary retention, payment, activation, registration, form, customization, etc. (for example, the user selects the form delivery intention operation, through which the delivery intention setting as shown in Figure 7B is realized), and may also include operations such as user setting system functions (for example, delivery intention embedding, delivery intention correction, delivery intention refinement, etc.) (for example, the user selects the delivery intention correction system function operation, through which the system function setting as shown in Figure 7B is realized). The above-mentioned sixth user operation may be an operation of the user (for example, a consumer or other user watching the advertisement) on the above-mentioned sixth interface element when the fourth advertisement is playing, that is, the above-mentioned sixth interface element can be used to receive user operations.

[0049] In a possible implementation, the sixth interface element is obtained from the first advertising material library.

[0050] The first advertising material library may be, for example, the advertising material library displayed in the advertising material display and interaction area shown in FIG. 7B , and the sixth interface element may be obtained from the first advertising material library.

[0051] 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 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 the elements unrelated to the above delivery intention are located, thereby replacing the elements in the original advertisement that are unrelated to the above delivery intention and generating a new advertisement.

[0052] In one possible implementation, the first advertising copy includes a fourth text, the fourth text is unrelated 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.

[0053] Among them, the above-mentioned first advertising copy is the advertising copy of the first advertisement, the above-mentioned fourth text can be generated after the fifth interface element is expressed in textual form, and the above-mentioned fifth text can be generated after the sixth interface element is expressed in textual form (that is, the fifth text is determined based on the third delivery intention). For example, the third delivery intention is the form intention, the fifth interface element is the wake-up intention-related element, and the sixth interface element is the form intention-related element. Then the fourth text can be, for example, the text generated after the wake-up intention-related element is expressed in textual form (for example, "Click the circular icon to enter the application" as shown in Figure 7B), and the fifth text can be, for example, the text generated after the form intention-related element is expressed in textual form (for example, "Fill in information in the rectangular form" as shown in Figure 7C).

[0054] In this way, the expression of elements related to the advertiser's delivery intention specified 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 advertiser's delivery intention can be removed, so that the communication of core information such as the advertising delivery intention is consistent with the text and picture, and misleading delivery intentions can be suppressed.

[0055] In this application, the three system functions of delivery intention embedding, delivery intention correction, and delivery intention refinement can be possessed at the same time, or only one or two of them can be possessed.

[0056] 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 including 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.

[0057] 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 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.

[0058] 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.

[0059] 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 run 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.

[0060] In a sixth aspect, an embodiment of the present application provides a computer program product, which, when running on a computer, 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

[0061] FIG1A-FIG1B are schematic diagrams of a scenario of embedding a delivery intention provided by an embodiment of the present application;

[0062] FIG2A-FIG2B are schematic diagrams of a scenario of delivery intention correction provided by an embodiment of the present application;

[0063] 3A-3B are schematic diagrams of a scenario for extracting delivery intentions provided by an embodiment of the present application;

[0064] FIG3C is a schematic diagram of a communication system provided in an embodiment of the present application;

[0065] FIG4A is a flow chart of an advertisement generation method provided by an embodiment of the present application in a delivery intention embedding scenario;

[0066] 4B-4I are schematic diagrams of a series of user interfaces involved in the advertisement generation method provided by an embodiment of the present application in a scenario where delivery intention is embedded;

[0067] 5A-5D are schematic diagrams of specific application scenarios of embedding the original advertisement image and text into a new advertisement image and text according to an embodiment of the present application;

[0068] 6A-6F are a series of schematic diagrams related to the specific implementation process of embedding advertisement images and texts with delivery intentions provided by an embodiment of the present application;

[0069] FIG7A is a flow chart of an advertisement generation method provided by an embodiment of the present application in a delivery intention correction scenario;

[0070] 7B-7C are schematic diagrams of a series of user interfaces involved in the advertisement generation method provided by an embodiment of the present application in a delivery intention correction scenario;

[0071] 8A-8B are schematic diagrams of a specific application scenario of correcting the delivery intention of an original advertisement image and text to generate a new advertisement image and text according to an embodiment of the present application;

[0072] 9A-9E are a series of schematic diagrams of a specific implementation process of delivery intention correction provided by an embodiment of the present application;

[0073] FIG10A is a flow chart of an advertisement generation method provided by an embodiment of the present application in a delivery intention refinement scenario;

[0074] 10B to 10G are a series of schematic diagrams of the advertisement generation method provided in an embodiment of the present application in the context of delivery intention extraction;

[0075] 11A-11B are schematic diagrams of specific application scenarios of extracting the delivery intent of original advertisement images and texts to generate new advertisement images and texts, as provided by an embodiment of the present application;

[0076] FIG12 is a schematic diagram of a possible collaboration mode between an internal module of a terminal device 100 and an internal module of a server 200 involved in executing an advertisement generation method according to an embodiment of the present application;

[0077] FIG13 is a schematic structural diagram of a server 200 provided in an embodiment of the present application;

[0078] FIG14 is a schematic structural diagram of a terminal device 100 provided in an embodiment of the present application. DETAILED DESCRIPTION

[0079] The following will clearly and completely describe the technical solutions in the embodiments of the present application in conjunction with the accompanying drawings 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 between related 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.

[0080] It should be understood that the terms "first," "second," and the like in the specification, claims, and drawings of this application are used to distinguish between different objects, rather than to describe a particular order. Furthermore, the terms "including," "having," and any variations thereof, are intended to cover non-exclusive inclusions. For example, a process, method, system, product, or apparatus comprising a series of steps or elements is not limited to the listed steps or elements, but may optionally include steps or elements not listed, or may optionally include other steps or elements inherent to the process, method, product, or apparatus.

[0081] References to "embodiments" in this application mean that a particular feature, structure, or characteristic described in connection with the embodiment may be included in at least one embodiment of the application. The appearance of this phrase in various places in the specification does not necessarily refer to the same embodiment, nor does it constitute an independent or alternative embodiment that is mutually exclusive of other embodiments. It is understood, both explicitly and implicitly, by those skilled in the art that the embodiments described in this application may be combined with other embodiments.

[0082] The term "user interface (UI)" in the following embodiments of this 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 the user can recognize. The commonly used form of user interface is graphical user interface (GUI), which refers to a user interface related to computer operations that is 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.

[0083] The advertisement generation method provided in the embodiments of the present application can be applied to a variety of advertisement delivery scenarios.

[0084] To facilitate understanding, we first introduce several typical advertising scenarios and advertising intentions (also known as advertising conversion intentions).

[0085] Typical advertising scenarios:

[0086] 1. Open screen

[0087] Ads are displayed when the application starts loading. After the display is completed, the ads are automatically closed and the application's main interface is displayed. It is suitable for displaying on applications with many active users and high frequency of user use.

[0088] 2. Interstitial

[0089] 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 ensures good exposure.

[0090] 3. Native

[0091] Advertising content is embedded into 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.

[0092] 4. Banner

[0093] Advertisements are displayed in the app in the form of a notification bar or rectangle, and are suitable for displaying on pages where users stay longer or visit frequently.

[0094] 5. Incentive Video

[0095] Users can obtain corresponding rewards 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.

[0096] Not limited to the above-mentioned typical advertising delivery scenarios, the advertisement generation method provided in the embodiment of the present application can also be applied to other advertising delivery scenarios supported by advertising delivery media, and the embodiment of the present application does not limit this.

[0097] Typical advertising intent:

[0098] 1. Wake up

[0099] Before the advertisement is displayed, the user has downloaded and installed an application. When the advertisement is displayed, the user operates on the advertisement content (for example, clicks on text, icons, etc. in the advertisement content) to open the application.

[0100] 2. Second stay

[0101] A user downloads and installs an application based on a recommendation advertisement for the application. The user opens the application again on the next day after the application is downloaded and installed.

[0102] 3. Payment

[0103] Users pay for content recommended in an ad. For example, an ad recommends a product and provides a purchase link. Users click on the link to access the product details page and place an order.

[0104] 4. Activation

[0105] Before the ad is displayed, the user has not downloaded and installed an application. When the ad is displayed, the user operates on the ad content (for example, clicks on text, icons, etc. in the ad content) to download and install the application. After the installation is complete, the user opens the application.

[0106] 5. Registration

[0107] Users register accounts based on relevant content in the advertisement.

[0108] 6. Forms

[0109] Users fill in information based on the relevant content in the advertisement, so that advertisers can collect user information in the form of a form.

[0110] The advertising delivery intentions are not limited to the above-mentioned typical ones. The advertising delivery intentions may also include more valuable user behaviors customized by advertisers, which is not limited in the embodiments of the present application.

[0111] In this application, delivery intent refers to the ability to receive specific user actions that are valuable to the advertiser's business when the terminal device plays an advertisement. Delivery intent-related elements (such as image controls, text controls, form controls, and icon controls) can be used to receive specific user actions that are valuable to the advertiser's business.

[0112] In this application, an advertisement (also referred to as an advertisement image and text) may include both an advertisement image and an advertisement text; an advertisement may also include only an advertisement image or only an advertisement text.

[0113] The lack of conversion guidance is a major factor contributing to low conversion rates in advertising. Before placing an ad, advertisers typically specify specific user actions (such as activation, wake-up, and form submissions) that are valuable to their business. Advertising platforms then bill advertisers based on the achievement of the advertiser's specified conversion goals. However, many advertisers often overlook conversion guidance in their creative design. Users view the ad or click on relevant content within the ad, but don't perform specific actions that are valuable to the advertiser's business, resulting in low conversion rates.

[0114] Currently, automated ad copy generation technology can, to a certain extent, resolve the issue of irrelevant ad images and text, 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 suffers from problems such as "dependence on the original copy or keywords in the original copy," "introduction of incorrect information," and "serious template-based nature," making it impossible to embed the advertiser's delivery intent into the ad. Furthermore, regarding ad copy modification, automated ad copy generation technology is not suitable for display ads such as splash screen ads, interstitial ads, and banner ads, and its application scenarios are relatively limited.

[0115] 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, based on the user's intention and the product knowledge base, the content key points of the advertisement to be placed are determined, and the content key points are input into a preset advertising language model to generate advertising copy.

[0116] 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.).

[0117] There are some existing solutions similar to the above solutions. In summary, these solutions have the following three common shortcomings:

[0118] 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.

[0119] 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.

[0120] 3. It is impossible to correct misleading elements of delivery intent in advertising images, and does not support the refinement of target delivery intent.

[0121] Based on the above problems, an embodiment of the present application provides an advertisement generation method. When 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 copy and then embedded in the advertising copy. In this way, the misleading delivery intentions in the advertising images and texts can be corrected, and the delivery intentions specified by the advertiser can be embedded in the advertising images and texts, so that the advertisement has an intuitive user behavior guidance function, which helps to improve the conversion effect of the advertisement.

[0122] The present application provides an advertisement generation method, which mainly includes the following three solutions:

[0123] Solution 1: Embedding the delivery intent

[0124] "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.

[0125] First, locate the delivery intent-related elements in the ad image and the delivery intent-related text fragments in the ad copy. Then, filter out ad content that is strongly related to the advertiser's specified delivery intent (e.g., partial images, text fragments, etc.). If the advertiser's specified delivery intent-related elements are missing from the ad image, the delivery intent-related elements can be retrieved from the advertiser's ad creative library (e.g., application jump-related buttons / copy corresponding to the wake-up intent, recharge discount-related icons / copy corresponding to the payment intent, etc.). Furthermore, ad-irrelevant / weakly relevant areas (e.g., background areas, areas without instances, etc.) can be located in the ad image and the retrieved delivery intent-related elements can be embedded into these areas to generate a new ad image. If the advertiser's specified delivery intent-related text is missing from the ad copy, the delivery intent-related elements already embedded in the ad image can be textually expressed (e.g., the registration intent-related elements can be textually expressed as "Click the icon below to register" or the form intent can be textually expressed as "Fill in the information box on the right") and then fine-tuned to generate new semantically continuous ad copy.

[0126] For example, assume that the advertiser's designated delivery intent is a form intent. Referring to FIG1A , if the intent represented by the triangle and circle elements in the original ad image is not a form intent (as an example, the triangle and circle are examples, but in actual scenarios, they can be any ad elements), and therefore, the original ad image lacks form intent-related elements, then form intent-related elements can be retrieved from the ad material library, such as elements represented by rectangles (in actual scenarios, rectangles can be any form-related ad elements), and embedded into a suitable position in the ad image (i.e., a position that does not obstruct the main information of the ad image), thereby generating a new ad image containing form intent-related elements. Referring to FIG1B , if the original ad copy "XXXXXXXXX" (e.g., "Click to Buy") lacks form intent-related text (or related expressions), then the form intent-related elements embedded in the original ad image can be expressed in a copy (e.g., "Fill in the information in the form on the left") and embedded into the original ad copy, thereby generating a new ad copy containing form intent-related text (e.g., "XXXXXXXX, fill in the information in the form on the left").

[0127] Solution 2: Delivery Intention Correction

[0128] "Delivery intent correction" may mean replacing relevant elements and / or text that do not conform to the delivery intent specified by the advertiser with relevant elements and / or text that conform to the delivery intent specified by the advertiser, or directly removing relevant elements and / or text that do not conform to the delivery intent specified by the advertiser.

[0129] First, the main delivery intent presented in the advertising image is identified, and 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 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 does not match the delivery intent specified by the advertiser, the text fragments related to the erroneous / interfering delivery intent can be removed from the advertising copy, 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.

[0130] For example, it is assumed that the delivery intent specified by the advertiser is a form intent. Referring to Figure 2A, if the intent represented by the triangular element, circular element, or octagonal element in the original advertising image is not a form intent (as an example, the triangle, circle, or octagon is used as an example, and in actual scenarios, it can be any advertising element), therefore, the original advertising image lacks form intent-related elements and has error / interference delivery intent-related elements (such as an octagonal element representing a wake-up intent), then, the form intent-related elements, such as the elements represented by the rectangle (in actual scenarios, the rectangle can be any form-related advertising element), can be retrieved from the advertising material library and embedded into the position of the error / interference delivery intent-related elements in the original advertising image to cover the error / interference delivery intent-related elements (or, embed it into a suitable position in the original advertising image and remove the error / interference delivery intent-related elements), thereby generating a new advertising image containing form intent-related elements. Referring to Figure 2B, if the original advertising copy "XXXXXXXX, click the link to enter the app to view" (for example, "About product details, click the link to enter the app to view") lacks text related to the form intent, and there is a text fragment 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, and the form intent related elements embedded in the original advertising image can be expressed in textual 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 the form intent (for example, "XXXXXXXX, fill in the information in the form on the left").

[0131] Option 3: Refining the delivery intention

[0132] "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 conform to 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.

[0133] First, all delivery intentions represented in the advertising images and advertising copy are identified, and the 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 based on d and the threshold k pre-set by the user, the strongly correlated delivery intention (also called strongly limited delivery intention or main delivery intention) is screened. In the case of d>k, the represented delivery intention can be considered to be a strongly correlated delivery intention. When the strongly correlated delivery intention-related elements in the advertising image include both correct delivery intention (also called target delivery intention, that is, the delivery intention specified by the advertiser) related elements and erroneous / interference delivery intention related elements, the correct delivery intention related elements and / or delivery intention-irrelevant elements (that is, materials unrelated to the delivery intention) can be retrieved in the advertiser's advertising material library and presented as candidate elements in the candidate material area of ​​the interactive interface of the terminal device. Furthermore, advertisement-irrelevant / weakly relevant areas (such as background areas, areas without instances, etc.) and areas related to erroneous / interference delivery intentions in advertisement images can be located and marked (for example, 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 / interference delivery intention-related areas to cover erroneous / interference delivery intention-related elements, or directly remove erroneous / interference 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 / interference delivery intention-related text segments, the erroneous / interference delivery intention-related text segments can be marked (for example, 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 / interference delivery intention-related text segments as needed. Furthermore, the terminal device can fine-tune the remaining advertisement copy to generate new advertisement copy with continuous semantics.

[0134] For example, it is assumed that the delivery intent specified by the advertiser is a form intent. Referring to Figure 3A, if the intent represented by the rectangular element in the original advertising image is a form intent, and the octagonal element and the triangular element do not represent a form intent (as an example, rectangle, octagon, triangle are examples, in actual scenarios, they can be any advertising elements), therefore, the original advertising image contains both form intent-related elements and error / interference delivery intent-related elements (such as an octagonal element representing a wake-up intent), then, delivery intent-irrelevant elements, such as elements represented by arrows (in actual scenarios, arrows can be any elements unrelated to delivery intent), can be retrieved from the advertising material library and embedded into the position of the error / interference delivery intent-related elements in the original advertising image to cover the error / interference delivery intent-related elements (or, directly remove the error / interference delivery intent-related elements), thereby generating a new advertising image containing only form intent-related elements. Referring to 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, "About 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 fragments 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").

[0135] In this 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 Scheme 1 and Scheme 2, which can support users to manually edit the advertising image and text in the interactive interface of the terminal device.

[0136] The above three solutions will be described in detail in subsequent embodiments and will not be expanded here.

[0137] The following describes a communication system provided by an embodiment of the present application.

[0138] FIG3C exemplarily shows a communication system provided in an embodiment of the present application.

[0139] As shown in FIG3C , the communication system may include: a terminal device 100 and a server 200 .

[0140] The terminal device 100 may be an electronic device with a display screen and may be of various types. The embodiment of the present application 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, etc.

[0141] 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 set functions / parameters (such as embedding, correction, and refinement of advertising delivery intentions, and settings of advertisers' target delivery intentions); it can also be used to communicate data with other devices (such as server 200); and so on.

[0142] In some examples, the terminal device 100 can 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 applications, time management applications, etc.

[0143] In an 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 does not limit this.

[0144] The server 200 can be a traditional server or a cloud server, which is not limited in this embodiment of the present application. Server or other server that can provide multiple devices to access at the same time, can also be a server cluster composed of multiple regions, multiple computer rooms, and multiple servers. Server 200 can generally support message storage and distribution programs, large-scale data storage programs, large-scale data processing programs, data redundancy backup programs, etc.

[0145] In an embodiment of the present application, the 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 the terminal device 100); and so on.

[0146] It should be understood that FIG3C is merely a schematic diagram of the architecture of the communication system and should not constitute a limitation on the present application. The present embodiment of the application does not limit the number of terminal devices 100 and servers 200 included in the communication system.

[0147] Example 1: Embedding delivery intent

[0148] FIG4A exemplarily shows a specific process of an advertisement generation method provided by an embodiment of the present application in a delivery intention embedding scenario.

[0149] As shown in FIG. 4A , the method may be applied to a communication system including a terminal device 100 and a server 200 .

[0150] In the embodiment of the present application, the terminal device 100 may provide an interactive interface for displaying and editing advertisement images and text. 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, which is not limited in the embodiment of the present application. The interactive interface may be, for example, user interface 410 as shown in FIG. 4B .

[0151] 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. The advertising image and text display and interaction area may 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 may 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.); the function / parameter setting area may 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.

[0152] The specific steps of embedding delivery intent are described in detail below with reference to FIG. 4A to FIG. 4I :

[0153] 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.

[0154] It is easy to understand that the above-mentioned user may refer to an advertiser or an advertisement designer commissioned by an advertiser.

[0155] 4B , the 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 in which the user sets the delivery intention and system function.

[0156] Taking the case where the user sets the delivery intention first, the terminal device 100 can detect the user's operation (such as a click operation) on the option 413 shown in Figure 4B. In response to the operation, the terminal device 100 can display the window 415 shown in Figure 4C.

[0157] Referring to Figure 4C, window 415 may include one or more delivery intention options (such as wake-up, secondary retention, payment, activation, registration, form, customization, etc.). These one or more delivery intention options can be used by the user to set the delivery intention. For example, the user wants to set the delivery intention as a form intention, then the terminal device 100 can detect the user's operation on the form intention option shown in Figure 4C (such as a click operation). In response to the operation, the terminal device 100 can set the delivery intention to the form intention shown in Figure 4D.

[0158] The delivery intention set by the user may refer to the delivery intention specified by the advertiser.

[0159] 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 select multiple delivery intentions in window 415 shown in Figure 4C to complete the setting of multiple delivery intentions.

[0160] 4D , the user can also set system functions. For example, the terminal device 100 can detect a user operation (eg, a click operation) on option 414 , and in response to the operation, the terminal device can display a window 416 as shown in FIG. 4E .

[0161] Referring to Figure 4E, window 416 may include one or more system function options (such as delivery intention embedding, delivery intention correction, delivery intention refinement and other system function options). These one or more system function options can be used by the user to set system functions. For example, the system function that the user wants to set is delivery intention embedding, then the terminal device 100 can detect the user's operation on the delivery intention embedding option shown in Figure 4E (such as a click operation). In response to the operation, the terminal device 100 can set the system function to the delivery intention embedding shown in Figure 4F.

[0162] The system function may include embedding, correcting, or refining the delivery intent of an advertisement based on the delivery intent set by the user. For example, if the system function set by the user is embedding delivery intent, then in subsequent steps, elements and / or text related to the delivery intent set by the user may be embedded into the advertisement.

[0163] It is easy to understand that since the scenario corresponding to the embodiment shown in FIG4A is a delivery intention embedding scenario, the system function set by the user can be delivery intention embedding.

[0164] S403 - S404 , the terminal device 100 detects 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.

[0165] Referring to Figure 4F , the terminal device 100 can support users entering original advertisement images and text, and loading the advertisement material library, in the advertisement image and text display and interaction area and the advertisement material display and interaction area, respectively. The original advertisement images and the advertisement material library may be pre-stored on the terminal device 100. This embodiment of the application does not limit the time sequence in which users enter the original advertisement images and text and load the advertisement material library.

[0166] Taking the example of a user first inputting the original advertisement image and text, the user can input the advertisement image and text by operating option 411 as exemplarily shown in FIG4F . For example, the terminal device 100 can detect the user's operation (e.g., a click operation) on option 411. 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 original advertisement image and text. Further, the terminal device 100 can 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 can input the original advertisement image and text and display it in the advertisement image and text display and interaction area as exemplarily shown in FIG4G .

[0167] 4G , the original advertisement text may include an original advertisement picture 417 and original advertisement text 418 (eg, “XXXXXXXX”).

[0168] Continuing with FIG4G , illustratively, 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 (e.g., a click operation) on option 412. In response to this 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 this operation, the terminal device 100 can load the advertising material library and display it in the advertising material display and interaction area exemplarily shown in FIG4H .

[0169] 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.

[0170] 4H, the advertising material display and interaction area can display some or all of the materials in the advertising material library. When some materials are displayed, the user can drag the slider or click the pull-up / pull-down option to view other materials that are not displayed.

[0171] It should be noted that the above Figures 4F-4G only exemplarily introduce a possible implementation method of inputting original advertising images and texts and loading the advertising material library. In some other embodiments of the present application, the implementation method of inputting original advertising images and texts and loading the advertising material library can also be other, and the embodiments of the present application do not limit this.

[0172] 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. The above steps S401-step S402 can be executed before the above steps S403-step S404, or after the above steps S403-step S404.

[0173] In some examples, the terminal device 100 may also display a confirmation control in the function / parameter setting area, such as the confirmation control shown in Figure 4H. In this way, after the user selects 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. Furthermore, the terminal device 100 can obtain the information of the delivery intention and system function that the user has set, and perform subsequent operations.

[0174] S405 , the terminal device 100 sends a message 1 to the server 200 , which includes information about the original advertisement image and text, the advertisement material library, the delivery intention, and the system function.

[0175] 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 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.

[0176] In this way, the terminal device 100 can upload the original advertisement graphics 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.

[0177] It should be noted that the above-mentioned step S405 can be automatically triggered and executed by the terminal device 100 (for example, the above-mentioned 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 to be executed by the terminal device 100 by a user operation (for example, an option for sending the above-mentioned message 1 to the server 200 can be displayed on the terminal device 100, and the terminal device 100 executes the above-mentioned step S405 after detecting that the user clicks on the option). The embodiment of the present application does not limit this.

[0178] 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 about the advertising material library may not be included in the message 1. In other examples, if the advertising material library is updated, the message 1 may include the information about the advertising material library so that the server 200 can update the advertising material library in a timely manner.

[0179] S406. When the server 200 determines based on message 1 that the original advertisement image and text lacks elements and / or text related to the delivery intention, it 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.

[0180] Specifically, after receiving the above-mentioned message 1 sent by the terminal device 100, the server 200 can obtain the delivery intention and system function based on the above-mentioned 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 advertising image and text based on the information of the original advertising image and text included in the above-mentioned message 1. For example, the server 200 can locate the delivery intention-related elements and delivery intention-related text fragments in the original advertising image and the original advertising copy respectively. When the server 200 determines that the delivery intention-related elements are missing in the original advertising image (that is, the relevant elements corresponding to the delivery intention set by the user are missing), the server 200 can retrieve the delivery intention-related elements in the advertising material library and embed the delivery intention-related elements into a reasonable area in the original advertising image (such as a background area, an area without an instance, etc.). When the server 200 determines that the delivery intention-related text fragment is missing in the original advertising copy (that is, the relevant text fragment corresponding to the delivery intention set by the user is missing), the server 200 can express the delivery intention-related elements embedded in the advertising image in a textual form and embed them into the original advertising copy and make fine adjustments to generate a new advertising copy with continuous semantics. At this point, the new advertising image and text are generated.

[0181] There are many specific implementations of step S406, which are not limited in this embodiment of the present application. A possible implementation of step S406 will be described in detail in the embodiments shown in Figures 6A to 6F, which will not be expanded here.

[0182] 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.

[0183] Specifically, after generating the new advertisement image and text, the server 200 may send a message 2 to the terminal device 100 , where the message may include information about the new advertisement image and text, so that the terminal device 100 may display the new advertisement image and text based on the information about the new advertisement image and text.

[0184] S408 : The terminal device 100 displays new advertisement graphics and text based on message 2 .

[0185] 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 .

[0186] For example, referring to FIG4I , the advertisement graphics and text displayed and the advertisement graphics and text displayed in the interactive area can be newly generated advertisement graphics and text. Since the delivery intention set by the user is a form intention and the system function is to embed the delivery intention, when the server 200 determines that the original advertisement image (such as the advertisement image 417 shown in FIG4G ) lacks form intention related elements, the server 200 can embed form intention related elements in the original advertisement image (such as the newly added rectangular element in the advertisement image 419 shown in FIG4I , compared to the advertisement image 417 shown in FIG4G ), thereby generating a new advertisement image (such as the advertisement image 419 shown in FIG4I ). When server 200 determines that the original advertising copy (such as advertising copy 418 shown in Figure 4G ) is missing a text segment related to the form intent, server 200 can embed a text segment after the form intent is expressed in a textual manner in the original advertising copy (such as advertising copy 418 shown in Figure 4G ), which is an element related to the form intent (for example, compared with advertising copy 418 shown in Figure 4G , the newly added text segment "Fill in the information in the form on the left" in advertising copy 420 shown in Figure 4I ), thereby generating a new advertising copy (such as advertising copy 420 shown in Figure 4I ).

[0187] In the embodiment of the present application, the method shown in FIG4A is taken as an example in which the terminal device 100 and the server 200 jointly perform the method. In some examples, the method shown in FIG4A can also be performed independently by the terminal device 100 without the participation of the server 200. It is easy to understand that in this case, step S406 in FIG4A can be performed by the terminal device 100, and the interaction steps between the terminal device 100 and the server 200 (such as steps S405 and S407 in FIG4A) can also be omitted.

[0188] By implementing the method shown in FIG4A , if the original ad image lacks the advertiser's designated placement intent elements and / or text, the placement intent elements can be embedded in the original ad image to generate a new ad image. The embedded placement intent elements can then be expressed in a textual format and then embedded into the original ad copy to generate the new ad copy. In this way, the placement intent elements in the new ad image can be intuitively reflected in the new ad copy, ensuring consistency between the image and the text in conveying the core information, such as the placement intent of the ad.

[0189] 5A to 5D , a specific application scenario of embedding the delivery intention of the original advertisement image and text to generate a new advertisement image and text is exemplarily introduced below.

[0190] Taking the application scenario of shopping advertisement delivery as an example, it is assumed that the advertisement image and text shown in FIG5A are the original advertisement images and texts.

[0191] For example, assuming that the delivery intent set by the user is a form intent and the system function is to embed the delivery intent, the generated new advertisement image and text can be, for example, the advertisement image and text shown in Figure 5B. It can be seen that the new advertisement image is embedded with form intent related elements (for example, 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 manner (for example, "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 this information, thereby increasing the user's purchasing power.

[0192] For example, assuming that the delivery intent set by the user is activation intent, and the system function is delivery intent embedding, then the generated new advertising image and text can be, for example, the advertising image and text shown in Figure 5C. It can be seen that the new advertising image is embedded with activation intent-related elements (such as the icon of "shopping application"), and the new advertising copy is embedded with a text fragment after the activation intent-related elements are expressed in a copywriting manner (such as "Download and enter the application in the upper left corner 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, then 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.

[0193] For example, assuming that the delivery intention set by the user is a wake-up intention and the system function is to embed the delivery intention, then the generated new advertising image and text can be, for example, the advertising image and text shown in Figure 5D. It can be seen that the new advertising image is embedded with elements related to the wake-up intention (such as the option / button of "click to enter the application"), and the new advertising copy is embedded with a text fragment after the wake-up intention related element is expressed in a copywriting manner (such as "Enter the application and buy it"). In this way, if the terminal device 100 detects that the user clicks on the above-mentioned "click to enter the application" option / button, which is a wake-up intention related element, then the terminal device 100 can automatically open the installed shopping application corresponding to the advertising image and text, so that the user can purchase goods in the shopping application.

[0194] 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 in advertising images and texts. The delivery intent can also be other (such as secondary retention, payment, registration, customization, etc.), and the embodiments of this application do not limit this.

[0195] The following describes, in conjunction with Figures 6A-6F, a possible implementation of step S406 shown in Figure 4A. Referring to Figure 6A, Figure 6A illustrates the specific implementation process of embedding the delivery intent into the advertisement image and text. The execution entity of this process can be either the terminal device 100 or the server 200. The following describes the specific steps of this process in detail, using the server 200 as the execution entity:

[0196] S406a: The server 200 identifies the delivery intention.

[0197] Specifically, server 200 can use relevant algorithm models to identify delivery intent-related elements in the original advertisement image and delivery intent-related text segments in the original advertisement copy, thereby determining whether the original advertisement image and copy lack delivery intent-related elements and / or text that are strongly related to the delivery intent set by the user. If so, server 200 can proceed to the subsequent step S406b.

[0198] For example, referring to FIG6B , the server 200 can input the original advertisement image into the feature extraction model, so that the server 200 can obtain the image features and text features of the original advertisement image. 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 identify 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 text that are strongly related to the delivery intention set by the user are missing in the original advertisement image based on the identified delivery intention-related elements, 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.

[0199] S406b: The server 200 retrieves elements related to the delivery intention.

[0200] Specifically, the server 200 can retrieve delivery intent related elements in the advertising material library. The delivery intent related elements mentioned here can refer to elements related to the delivery intent set by the user. The delivery intent related elements retrieved by the server 200 may include one or more. In the case where the delivery intent related elements retrieved by the server 200 include multiple, the server 200 can select one of the elements as the delivery intent related element subsequently embedded in the original advertising image. Among them, the server 200 can select elements in various ways, including but not limited to the following:

[0201] 1. Select the element with the largest correlation coefficient with the delivery intention.

[0202] 2. Randomly select one of the elements in the search results.

[0203] 3. Randomly select one of the elements whose correlation coefficient with the delivery intention is greater than a certain threshold t.

[0204] For example, referring to Figure 6C, assuming that the delivery intention set by the user is form intention, then 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 intention set by the user (expressed by the correlation coefficient), and can select one of the elements as the delivery intention related element to be subsequently embedded in the original advertising image. For example, the element with the largest correlation coefficient with the delivery intention set by the user can be selected (such as the rectangular element with a correlation coefficient of 0.91 as shown in Figure 6C).

[0205] S406c: The server 200 locates the embedding area of ​​the delivery intention-related elements in the original advertisement image.

[0206] Specifically, the server 200 may locate the embedding area of ​​the delivery intention related elements in the original advertisement image through a relevant algorithm model, so that the retrieved delivery intention related elements may be embedded into the original advertisement image subsequently.

[0207] Exemplarily, referring to FIG6D , the server 200 can determine the advertising main body area (e.g., white area) in the original advertising image through a saliency detection model and a text detection model, and determine the non-advertising main body area (e.g., white area, i.e., background area, text-free area, etc.) in the original advertising image through a reverse selection method. The advertising main body area can be used as an embedding area for delivery intention-related elements, for embedding delivery intention-related elements. That is, the server 200 can embed the delivery intention-related elements at a certain position in the embedding area.

[0208] 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 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.

[0209] S406d. The server 200 embeds the delivery intention related elements in the above-mentioned positioned embedding area.

[0210] In some examples, before embedding the delivery intention-related element into the original advertising 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 positioned embedding area without blocking other content in the original advertising image (such as the content of the advertising body area), then the server 200 may directly embed the delivery intention-related element into the above-mentioned positioned embedding area. If the size of the delivery intention-related element is too large and cannot be completely embedded in the above-mentioned positioned embedding area, then the server 200 may reduce the size of the delivery intention-related element (for example, reducing the size of the form intention-related element in Figure 6E), for example, reducing it to a size that does not cover the advertising body area. Further, the server 200 may embed the reduced-size delivery intention-related element into the above-mentioned positioned embedding area.

[0211] In some examples, after embedding the delivery intent-related element in the aforementioned positioned embedding area, server 200 may also record the location information of the delivery intent-related element embedded in the original advertisement image for subsequent generation of new advertisement copy, wherein the description of the aforementioned location information may be, for example, upper left, upper, upper right, left, center, right, lower left, lower, lower right, etc. For example, referring to FIG6E , taking the advertisement image divided into a nine-square grid as an example, the aforementioned location information may be the location of the center point of the delivery intent-related element. It can be seen that the center point of the form intent-related element shown in FIG6E is located on the left side of the advertisement image.

[0212] 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.

[0213] 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 advertising copy.

[0214] Exemplarily, referring to FIG6F , the server 200 may input the original advertising copy (e.g., “XXXXXXXX”), the delivery intention (e.g., the form intention set by the user), and the location description of the delivery intention-related elements in the advertising image (e.g., “left side”) into the copy generation model, generate a delivery intention-related text fragment (e.g., “Fill in the information in the form on the left”), and embed the text fragment into the original advertising copy, thereby outputting a new advertising copy containing the delivery intention-related text fragment (e.g., “XXXXXXXX, fill in the information in the form on the left”).

[0215] It should be noted that the above only takes the example of generating new advertising copy based on a template-free copy generation model, and is not limited to this. New advertising copy can also be generated by other methods, for example, based on a copy template, and the embodiments of this application do not limit this.

[0216] Example 2: Delivery Intention Correction

[0217] FIG7A exemplarily shows a specific process of an advertisement generation method provided by an embodiment of the present application in a delivery intention correction scenario.

[0218] As shown in FIG. 7A , the method may be applied to a communication system including a terminal device 100 and a server 200 .

[0219] Similar to the aforementioned embodiment 1, the terminal device 100 can also provide an interactive interface. For the introduction of the interactive interface, please refer to the relevant content in the aforementioned embodiment 1 and will not be repeated here.

[0220] The specific steps of delivery intention correction are described in detail below with reference to FIG. 7A to FIG. 7C :

[0221] 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 user-specified delivery intention and system function, wherein the system function is delivery intention correction.

[0222] It is easy to understand that since the scenario corresponding to the embodiment shown in Figure 7A is a delivery intention correction scenario, the system function set by the user can be delivery intention correction. In this way, in subsequent steps, elements and / or texts in the original advertising image and text that are not related to the delivery intention set by the user can be corrected.

[0223] Among them, the above steps S701-step S702 are similar to the steps S401-step S402 shown in Figure 4A. The specific execution process can refer to the relevant text description of the steps S401-step S402 shown in Figure 4A, which will not be repeated here.

[0224] S703 - S704 , the terminal device 100 detects 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.

[0225] Among them, the above steps S703-step S704 are similar to the steps S403-step S404 shown in Figure 4A. The specific execution process can refer to the relevant text description of the steps S403-step S404 shown in Figure 4A, which will not be repeated here.

[0226] Exemplarily, referring to FIG7B , after executing the above steps S701 to S704, the terminal device 100 can display the original advertising graphics and texts in the advertising graphics and interactive area. The original advertising graphics and texts can include the original advertising picture 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 interactive 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.

[0227] In some examples, the terminal device 100 may also display a confirmation control in the function / parameter setting area, such as the confirmation control shown in Figure 7B. In this way, after the user selects 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. Furthermore, the terminal device 100 can obtain the information of the delivery intention and system function that the user has set, and perform subsequent operations.

[0228] S705 , the terminal device 100 sends a message 1 to the server 200 , which includes information about the original advertisement image and text, the advertisement material library, the delivery intention, and the system function.

[0229] 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 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.

[0230] In this way, the terminal device 100 can upload the original advertisement graphics and the advertisement material library to the server 200 so that the server 200 can execute subsequent steps to complete the delivery intention correction.

[0231] It should be noted that the above-mentioned step S705 can be automatically triggered and executed by the terminal device 100 (for example, the above-mentioned 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 to be executed by the terminal device 100 by a user operation (for example, an option for sending the above-mentioned message 1 to the server 200 can be displayed on the terminal device 100, and the terminal device 100 executes the above-mentioned step S705 after detecting that the user clicks on the option). The embodiment of the present application does not limit this.

[0232] 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 about the advertising material library may not be included in the message 1. In other examples, if the advertising material library is updated, the message 1 may include the information about the advertising material library so that the server 200 can update the advertising material library in a timely manner.

[0233] S706. When the server 200 determines that there are elements and / or text irrelevant to the delivery intention in the original advertisement image based on message 1, it embeds elements relevant to the delivery intention into the original advertisement image to cover the elements irrelevant to the delivery intention, and / or removes text irrelevant to the delivery intention, thereby generating a new advertisement image.

[0234] Specifically, after receiving the above-mentioned message 1 sent by the terminal device 100, the server 200 can obtain 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, that is, elements and / or texts that are irrelevant to the delivery intention set by the user) in the original advertising image based on the information of the original advertising 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 advertising image, the server 200 can retrieve delivery intention-related elements (that is, elements related to the delivery intention set by the user) in the advertising material library, and embed the delivery intention-related elements into the original advertising 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 advertising copy, the server 200 can remove the delivery intention-irrelevant text segments in the original advertising copy, and can express the delivery intention-related elements embedded in the advertising image in a textual form and embed them into the original advertising copy, and make fine adjustments to generate semantically continuous new advertising copy. At this point, the new advertising image and text are generated.

[0235] In some examples, server 200 may also remove elements irrelevant to delivery intent from the original advertisement image, rather than overwriting them with elements relevant to delivery intent. In this case, the area where the elements relevant to delivery intent are embedded may no longer be the area where the elements irrelevant to delivery intent are located, but may be any area in the advertisement image that is not the main body of the advertisement. The embedding of elements relevant to delivery intent is similar to the embedding process described in Implementation 1 above, and reference may be made to the relevant content above, which will not be repeated here.

[0236] There are many specific implementations of step S706, which are not limited in this embodiment of the present application. A possible implementation of step S706 will be described in detail in the embodiments shown in Figures 9A to 9E, which will not be expanded here.

[0237] 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.

[0238] Specifically, after generating the new advertisement image and text, the server 200 may send a message 2 to the terminal device 100 , where the message may include information about the new advertisement image and text, so that the terminal device 100 may display the new advertisement image and text based on the information about the new advertisement image and text.

[0239] S708 : The terminal device 100 displays new advertisement graphics and text based on message 2 .

[0240] 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 .

[0241] Exemplarily, referring to FIG7C , the advertisement graphics and texts displayed and the advertisement graphics and texts displayed in the interactive area may be newly generated advertisement graphics and texts. Since the delivery intention set by the user is a form intention and the system function is delivery intention correction, when the server 200 determines that there are elements irrelevant to form intention (such as the circular elements in the original advertisement image 711 as exemplarily shown in FIG7B ) in the original advertisement image (such as the original advertisement image 711 as exemplarily shown in FIG7B ), the server 200 may embed form intention-related elements (such as the rectangular elements in the advertisement image 721 as exemplarily shown in FIG7C ) in the original advertisement image to cover the elements irrelevant to form intention, or may embed form intention-related elements in the original advertisement image and remove the elements irrelevant to form intention in the original advertisement image, thereby generating a new advertisement image (such as the advertisement image 721 as exemplarily shown in FIG7C ). When server 200 determines that there is a text segment irrelevant to the form intent in the original advertising copy (for example, the original advertising copy 712 shown in Figure 7B ), server 200 can embed the text segment after the above-mentioned form intent-related elements are expressed in a textual manner in the original advertising copy (for example, the text segment "Fill in the information in the form on the left" in the advertising copy 722 shown in Figure 7C ), and remove the text segment irrelevant to the form intent in the original advertising copy, thereby generating a new advertising copy (for example, the advertising copy 722 shown in Figure 7C ).

[0242] In the embodiment of the present application, the method shown in FIG. 7A is taken as an example in which the terminal device 100 and the server 200 jointly perform the method. In some examples, the method shown in FIG. 7A can also be performed independently by the terminal device 100 without the participation of the server 200. It is easy to understand that in this case, step S706 in FIG. 7A can be performed by the terminal device 100, and the interaction steps between the terminal device 100 and the server 200 (such as steps S705 and S707 in FIG. 7A ) can also be omitted.

[0243] By implementing the method shown in FIG7A above, the delivery intention in the advertising image and text can be identified, and the relevance of the delivery intention in the advertising image and text with the delivery intention set by the user can be verified. In the case that there are elements and / or texts irrelevant to the delivery intention in the advertising image and text, delivery intention-related elements (i.e., elements related to the delivery intention set by the user) can be embedded in the advertising image to cover the delivery intention-irrelevant elements, or, delivery intention-related elements can be embedded in the advertising image and the delivery intention-irrelevant elements can be removed. The delivery intention-related elements embedded in the original advertising image can also be expressed in textual form and embedded in the original advertising copy, and the delivery intention-irrelevant text fragments in the original advertising copy can be removed. In this way, the misleading delivery intention in the advertising image and text can be corrected, and the delivery intention-related elements and / or text set by the user can be embedded in the advertising image and text, so that the advertisement has an intuitive user behavior guidance function, which helps to improve the conversion effect of the advertisement.

[0244] 8A-8B , a specific application scenario of correcting the delivery intention of the original advertisement image and text to generate a new advertisement image and text is exemplarily introduced below.

[0245] Taking the application scenario of decoration advertising as an example, it is assumed that the advertising image and text shown in FIG8A are the original advertising images and texts.

[0246] For example, assuming that the delivery intent set by the user (also known as the correct delivery intent) is a form intent, and the system function is delivery intent correction, then the generated new advertising image and text can be, for example, the advertising image and text shown in Figure 8B. As can be seen from Figure 8A, there is an erroneous / interfering delivery intent in the original advertising image and text (i.e., a delivery intent that is unrelated to the delivery intent set by the user). For example, there are wake-up intent-related elements that are unrelated to the form intent in the original advertising image (such as the option / button of "click to enter the application"), and there are wake-up intent-related text fragments that are unrelated to the form intent in the original advertising copy (such as the text fragment of "enter the application to view details"). After the delivery intent of the original advertising image is corrected, it can be seen from Figure 8B that the form intent-related elements (such as the form of "House Type: __ Square Meters _ Rooms _ Halls") embedded in the original advertising image cover / remove the wake-up intent-related elements, and the text fragment after the form intent-related elements are expressed in a copywriting format (such as "Fill in the house type information to view the estimate") is embedded in the original advertising copy, 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 apartment type information in the form, 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 apartment type.

[0247] It should be noted that the above only takes the form intention as an example to introduce the specific application scenario of correcting the delivery intention of the original advertising image and text to generate new advertising images and text. The delivery intention set by the user can also be other (such as activation, secondary retention, payment, registration, customization, etc.), and the embodiments of this application do not limit this.

[0248] The following describes, in conjunction with Figures 9A-9E , a possible implementation of step S706 shown in Figure 7A . Referring to Figure 9A , Figure 9A illustrates a specific implementation process for delivery intent correction. This process can be performed by either the terminal device 100 or the server 200 . The following describes the specific steps of this process in detail using the server 200 as the example implementation:

[0249] S706a: The server 200 identifies the delivery intention.

[0250] Specifically, the server 200 can identify the delivery intention 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 intention (such as image elements, etc.), locate the text fragments in the original advertising copy that are strongly related to the delivery intention, and then calculate the consistency of the delivery intention represented by the original advertising image and the original advertising copy with the delivery intention set by the user. If the delivery intention represented by the original advertising image and the original advertising copy is inconsistent with the delivery intention 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.

[0251] Exemplarily, referring to Figure 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 identify 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 copy with the delivery intention set by the user. For example, the delivery intention set by the user is form intention, and the delivery intention represented by the original advertising image is 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 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 is inconsistent with the delivery intention set by the user.

[0252] S706b: The server 200 retrieves elements related to delivery intention.

[0253] Among them, the above-mentioned delivery intention-related elements may refer to elements related to the delivery intention set by the user.

[0254] Among them, the above-mentioned step S706b is similar to the step S406b shown in Figure 6A. Its specific execution process can refer to the relevant text description of the above-mentioned step S406b shown in Figure 6A, which will not be repeated here.

[0255] S706c: The server 200 locates elements and texts irrelevant to delivery intention.

[0256] Specifically, the server 200 can locate elements irrelevant to the delivery intention in the original advertising image and text irrelevant to the delivery intention in the original advertising copy through relevant algorithm models, so that the elements relevant to the delivery intention can be embedded into the original advertising image (or the elements irrelevant to the delivery intention can be removed), the elements relevant to the delivery intention can be expressed in textual form and embedded into the original advertising copy, and the text irrelevant to the delivery intention can be removed.

[0257] Exemplarily, referring to FIG9C , the server 200 may input the original advertisement image and text (or the identified information on the delivery intention that is unrelated to the delivery intention set by the user) into the positioning model, through which the positioning model may determine the delivery intention-irrelevant elements in the original advertisement image and text (such as the gray circular element marked in the original advertisement image output by the positioning model in FIG9C ) and the delivery intention-irrelevant text (such as the text segment “Click the circular icon to enter the application” marked in the original advertisement copy output by the positioning model in FIG9C ).

[0258] 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 after the above-mentioned step S706c. The above-mentioned step S706b and the above-mentioned step S706c can also be executed simultaneously.

[0259] S706d. The server 200 embeds the delivery intention-related element in the area where the delivery intention-irrelevant element is located.

[0260] In some examples, before embedding the delivery intention-related element into the original advertising 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, reducing the size of the form intention-related element in Figure 9D). Further, the server 200 may embed the delivery intention-related element with the adjusted size into the area where the above-mentioned positioned delivery intention-irrelevant element is located.

[0261] In some examples, after embedding the delivery intent-related element in the region where the delivery intent-irrelevant element is located, server 200 may also record the location information of the delivery intent-related element embedded in the original advertisement image for subsequent generation of new advertisement copy. 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, referring to FIG9D , taking the advertisement image divided into nine grids as an example, the above-mentioned location information may be the location of the center point of the delivery intent-related element. It can be seen that the center point of the form intent-related element shown in FIG9D is located on the left side of the advertisement image.

[0262] 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.

[0263] 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 unrelated to the delivery intention.

[0264] Exemplarily, referring to FIG9E , the server 200 may remove text irrelevant to delivery intent (e.g., “Click the circular icon to enter the application”) from the original advertisement copy (e.g., “XXXXXXXX, click the circular icon to enter the application”), and may input the remaining advertisement copy (e.g., “XXXXXXXX”), delivery intent (e.g., form intent set by the user), and location description of delivery intent-related elements in the advertisement image (e.g., “left side”) into the copy generation model to generate a text segment related to delivery intent (e.g., “Fill in information in the form on the left”), and embed the text segment into the remaining advertisement copy, thereby outputting a new advertisement copy containing a text segment related to delivery intent (e.g., “XXXXXXXX, fill in information in the form on the left”).

[0265] It should be noted that the above only takes the example of generating new advertising copy based on a template-free copy generation model, and is not limited to this. New advertising copy can also be generated by other methods, for example, based on a copy template, and the embodiments of this application do not limit this.

[0266] It should be noted that when generating new advertising copy, you can first remove text irrelevant to the delivery intention, and then embed the text fragment relevant to the delivery intention into the remaining advertising copy; or you can first embed the text fragment relevant to the delivery intention into the original advertising copy, and then remove the text irrelevant to the delivery intention. This embodiment of the application is not limited to this.

[0267] Example 3: Delivery Intention Refinement

[0268] FIG10A exemplarily shows the specific process of an advertisement generation method provided in an embodiment of the present application in a delivery intention refinement scenario.

[0269] As shown in FIG. 10A , the method may be applied to a communication system including a terminal device 100 and a server 200 .

[0270] Similar to the aforementioned embodiment 1 or embodiment 2, the terminal device 100 can also provide an interactive interface. For the introduction of the interactive interface, please refer to the relevant content in the aforementioned embodiment 1 and will not be repeated here.

[0271] The following describes in detail the specific steps of extracting delivery intent in conjunction with Figures 10A to 10G:

[0272] 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.

[0273] It is easy to understand that since the scenario corresponding to the embodiment shown in Figure 10A is a delivery intention refinement scenario, the system function set by the user can be delivery intention refinement. In this way, in subsequent steps, relevant elements and / or texts that are inconsistent with 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.

[0274] Among them, the above-mentioned steps S1001-step S1002 are similar to the steps S401-step S402 shown in Figure 4A. The specific execution process can refer to the relevant text description of the steps S401-step S402 shown in Figure 4A, which will not be repeated here.

[0275] S1003 - S1004 : The terminal device 100 detects 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.

[0276] Among them, the above-mentioned steps S1003-step S1004 are similar to the steps S403-step S404 shown in Figure 4A. The specific execution process can refer to the relevant text description of the steps S403-step S404 shown in Figure 4A, which will not be repeated here.

[0277] Exemplarily, referring to FIG10B , 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 interactive area. The original advertising graphics and texts can include the original advertising picture 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 interactive 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.

[0278] In some examples, the terminal device 100 may also display a confirmation control in the function / parameter setting area, such as the confirmation control shown in Figure 10B. In this way, after the user selects 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. Furthermore, the terminal device 100 can obtain the information of the delivery intention and system function that the user has set, and perform subsequent operations.

[0279] S1005 , the terminal device 100 sends a message 1 to the server 200 , which includes information about the original advertisement image and text, the advertisement material library, the delivery intention, and the system function.

[0280] 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 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.

[0281] In this way, the terminal device 100 can upload the original advertisement graphics and advertisement material library to the server 200 so that the server 200 can execute subsequent steps to complete the delivery intention refinement.

[0282] It should be noted that the above-mentioned step S1005 can be automatically triggered and executed by the terminal device 100 (for example, the above-mentioned 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 to be executed by the terminal device 100 by a user operation (for example, an option for sending the above-mentioned message 1 to the server 200 can be displayed on the terminal device 100, and the terminal device 100 executes the above-mentioned step S1005 after detecting that the user clicks on the option). The embodiment of the present application does not limit this.

[0283] 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 about the advertising material library may not be included in the message 1. In other examples, if the advertising material library is updated, the message 1 may include the information about the advertising material library so that the server 200 can update the advertising material library in a timely manner.

[0284] 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.

[0285] Specifically, after receiving the above-mentioned message 1, the server 200 can obtain the original advertisement image and text based on the message 1. Furthermore, 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 will be 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, the delivery intention represented by a certain element or text fragment can be considered to be the main delivery intention (also called a strongly correlated delivery intention or a strongly restrictive delivery intention). In this way, the server 200 can filter out the main delivery intention of the original advertisement image and text.

[0286] For example, referring to FIG10C , the server 200 may input the original advertising image and text into the feature extraction model, so that the server 200 may obtain the image features and text features of the original advertising image and text. Furthermore, the server 200 may input the image features, text features and other information into the delivery intention recognition model, so that the server 200 may identify and filter out the main delivery intentions (such as form intentions and wake-up intentions) of the original advertising image and text.

[0287] It is easy to understand that the main delivery intent screened by the server 200 may include both the delivery intent set by the user and the error / interference delivery intent, or may not include the delivery intent set by the user and only include the error / interference delivery intent, or may only include the delivery intent set by the user and not include the error / interference delivery intent. In the embodiment shown in Figure 10A, only the example of the main delivery intent including both the delivery intent set by the user (such as the form intent) and the error / interference delivery intent (such as the wake-up intent) is used for explanation.

[0288] S1007. The server 200 searches the advertising material library based on the message 1 to generate a search result. 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.

[0289] The aforementioned delivery intent-irrelevant elements may refer to elements that do not represent any delivery intent. In some examples, the aforementioned delivery intent-irrelevant elements may be graphics, artistic text, or other elements used to guide user behavior, such as elements used to guide users to fill out forms or perform click operations.

[0290] Among them, the process of the server 200 retrieving the user-set delivery intention related elements in the advertising material library is similar to step S406b shown in Figure 6A above. Please refer to the relevant text description of step S406b shown in Figure 6A above, and will not be repeated here.

[0291] In addition to searching the advertising material library for elements related to the delivery intention set by the user, the server 200 may also search the advertising material library for elements unrelated to the delivery intention.

[0292] For example, assuming that the delivery intent set by the user is form intent, referring to Figure 10D, the server 200 can search for form intent related elements and delivery intent unrelated elements in the advertising material library, thereby generating a retrieval result including form intent related elements and delivery intent unrelated elements.

[0293] 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 graphics and texts.

[0294] In an embodiment of the present application, the above-mentioned search results may include both the delivery intent-related elements and the delivery intent-irrelevant elements set by the user, or may only include the delivery intent-related elements or the delivery intent-irrelevant elements set by the user. It is easy to understand that, since the user can select an element from the above-mentioned search results as needed in subsequent steps to replace the erroneous / interfering delivery intent-related elements in the original advertisement image and text, therefore, when the above-mentioned search results include both the delivery intent-related elements and the delivery intent-irrelevant elements set by the user, it can provide the user with more choices, more easily meet the user's expectations, and improve the user experience.

[0295] Similar to the aforementioned embodiment 1, referring to 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).

[0296] S1008. The server 200 locates and marks the main delivery intention-related elements and text of the original advertisement image and text based on the message 1.

[0297] 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.

[0298] Exemplarily, taking the example of the server 200 locating and marking the main delivery intent-related elements and texts of the original advertising image and text through the positioning model, referring to Figure 10E, the server 200 can input the original advertising image and text (or the identified delivery intent information that is unrelated to the delivery intent set by the user) into the positioning model, and through the positioning model, the main delivery intent-related elements in the original advertising image and text can be located and marked (for example, the dark gray circular elements and light gray rectangular elements marked in the original advertising image output by the positioning model in Figure 10E) and the main delivery intent-related text (for example, the light gray background text segment "Fill in the information in the rectangular form" and the dark gray background text segment "Click the circular icon to enter the application" marked in the original advertising copy output by the positioning model in Figure 10E).

[0299] 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, contour lines, 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 box, text position coordinates, etc.

[0300] 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 after the above-mentioned step S1007. The above-mentioned step S1008 and the above-mentioned step S1007 can also be executed simultaneously.

[0301] S1009 , the server 200 sends a message 2 to the terminal device 100 , which includes the search results, the main placement intention-related elements of the original advertisement image and text, and the text markup and other information.

[0302] 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 message 2 to the terminal device 100, which includes information such as 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.

[0303] S1010. The terminal device 100 displays the search results based on message 2, and the main placement intention-related elements and text labels of the original advertisement image and text.

[0304] Specifically, after receiving the above 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.

[0305] For example, referring to FIG10F , the terminal device 100 can display the search results in the advertising material display and interaction area. It will be readily understood that if the search results include a large number of elements, the terminal device 100 may only display a portion of these elements. Therefore, the user can drag the slider or click the pull-up / pull-down option to view other undisplayed elements. The terminal device 100 can also display the marked elements and text related to the primary delivery intent of the original advertising image and text in the advertising image and text display and interaction area.

[0306] Among them, the retrieval results that the terminal device 100 can display in the advertising material display and interaction area may include the delivery intention related elements and delivery intention unrelated elements set by the user, and may also include the correlation coefficients corresponding to the delivery intention related elements set by the user (not shown in the figure).

[0307] For example, referring to FIG10F , 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 segment "Fill in the information in the rectangular form" marked with a light gray background representing the form intention, and the text segment "Click the circular icon to enter the application" marked with a dark gray background representing the wake-up intention).

[0308] It is easy to understand that when the 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, thereby generating and displaying the marked original advertising image and text, and the processing process is relatively complicated. Therefore, in some examples, the 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 the need for additional processing.

[0309] S1011 : The terminal device 100 detects a user's editing operation on the marked original advertisement image and text.

[0310] 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.

[0311] Exemplarily, when there are erroneous / interfering delivery intention-related elements in the original advertising image (such as the circular element representing the wake-up intention as shown in Figure 10F), the terminal device 100 can support the user to select candidate elements (such as delivery intention-related elements or delivery intention-irrelevant elements set by the user) in the retrieval results, and drag the candidate elements (such as the hexagonal elements as shown in Figure 10G) into the original advertising image to cover the erroneous / interfering delivery intention-related elements. Optionally, the terminal device 100 can also support the user to manually adjust the size of the elements dragged into the original advertising image so that the erroneous / interfering delivery intention-related elements can be completely covered or completely embedded in 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 erroneous / interfering delivery intention-related elements in the original advertising image.

[0312] For example, 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.

[0313] For example, when there is text related to the erroneous / interfering delivery intention in the original advertising copy (such as the dark gray background text segment "Click the circular icon to enter the application" representing the wake-up intention as shown in Figure 10F), 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.

[0314] For example, when 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. The candidate text can be sent to the terminal device 100 by the server 200 or stored locally by the terminal device 100. 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, and this embodiment of the application is not limited to this.

[0315] In some examples, an undo option (not shown in the figure) may also be displayed on the terminal device 100. In this way, 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.

[0316] In some examples, to facilitate users in understanding the specific process of editing advertising graphics and texts, the terminal device 100 may display relevant prompt information to guide users to perform editing operations before detecting the user's editing operation on the marked original advertising graphics and texts.

[0317] S1012: The terminal device 100 sends a message 3 to the server 200, where the message includes information about the editing operation.

[0318] 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.

[0319] It should be noted that the above-mentioned step S1012 can be automatically triggered and executed by the terminal device 100 (for example, the above-mentioned 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-mentioned message 3 to the server 200 can be displayed on the terminal device 100, and the terminal device 100 executes the above-mentioned step S1012 after detecting that the user clicks on the option). The embodiments of the present application do not limit this.

[0320] 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.

[0321] Specifically, after receiving the above 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 above message 3, and update the markings of the elements and text related to the delivery intention of the new advertising images and texts.

[0322] 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.

[0323] 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.

[0324] 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.

[0325] 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.

[0326] For example, referring to FIG10G , the terminal device 100 can display new advertising graphics (including new advertising images 1031 and new advertising copy 1032) in the advertising graphics display and interaction area, as well as markings of elements related to the delivery intention of the new advertising graphics and text and text (for example, the gray mark of the rectangular element in the new advertising image 1031 used to represent the form intention, 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 advertising copy). It can be seen that compared with the original advertising graphics shown in FIG10F above, the new advertising graphics shown in FIG10G no longer include the circular element used to represent the wake-up intention, but are replaced by a hexagonal element that is irrelevant to the delivery intention. The new advertising copy shown in FIG10G also no longer includes the text segment "Click the circular icon to enter the application" used to represent the wake-up intention.

[0327] 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 the option). If the effect of the new advertising image and text does not meet the user's expectations, then the above steps S1011-step S1015 can be repeated until the effect of the new advertising image and text meets the user's expectations.

[0328] 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.

[0329] 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.

[0330] In the embodiment of the present application, the method shown in FIG10A is taken as an example in which the terminal device 100 and the server 200 jointly perform the method. In some examples, the method shown in FIG10A can also be performed independently by the terminal device 100 without the participation of the server 200. It is easy to understand that in this case, steps S1006, S1007, S1008, and S1013 in FIG10A can be performed by the terminal device 100, and the interaction steps between the terminal device 100 and the server 200 (such as steps S1005, S1009, S1012, and S1014 in FIG10A) can also be omitted.

[0331] By implementing the method shown in Figure 10A above, the main delivery intention in the original advertising image and text can be identified, and the elements and text related to the main delivery intention can be marked. Furthermore, an interactive interface can be provided to guide users to optimize advertising images and advertising copy through the interactive interface in a visual form, 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 intention set by the user (i.e., the delivery intention specified by the advertiser), and the delivery intention set by the user can be clearly presented.

[0332] 11A-11B , a specific application scenario of extracting the delivery intention of the original advertisement image and text to generate a new advertisement image and text is exemplarily introduced below.

[0333] Taking the application scenario of decoration advertising as an example, it is assumed that the advertising image and text shown in FIG11A are the original advertising images and texts.

[0334] For example, assuming that the delivery intention set by the user (also known as the correct delivery intention) is a form intention, and the system function is to refine the delivery intention, then the generated new advertising image and text can be, for example, the advertising image and text shown in Figure 11B. As can be seen from Figure 11A, there are erroneous / interfering delivery intentions (i.e., delivery intentions that are unrelated to the delivery intention set by the user) in the original advertising image. For example, there are wake-up intention-related elements that are unrelated to the form intention in the original advertising image (such as the option / button of "click to enter the application"), and there are wake-up intention-related text fragments that are unrelated to the form intention in the original advertising copy (such as the text fragment of "enter the application to view details"). After the delivery intention of the original advertising image is refined, it can be seen from Figure 11B that delivery intention-irrelevant elements (such as the arrow element in Figure 11B) are embedded in the original advertising image to cover the wake-up intention-related elements in the original advertising image, and the wake-up intention-related text fragments are removed in the original advertising copy. In this way, the misleading delivery intentions in the advertising image can be removed, and the delivery intention set by the user can be clearly presented.

[0335] It should be noted that the above only takes the form intention as an example to introduce the specific application scenario of extracting the delivery intention of the original advertising image and text to generate new advertising images and text. The delivery intention set by the user can also be other (such as activation, secondary retention, payment, registration, customization, etc.), and the embodiments of this application do not limit this.

[0336] In this application, the three system functions of delivery intention embedding, delivery intention correction, and delivery intention refinement can be possessed at the same time, or only one or two of them can be possessed.

[0337] The following describes a possible collaboration method between an internal module of the terminal device 100 and an internal module of the server 200 involved in executing the advertisement generation method provided by an embodiment of the present application.

[0338] FIG12 exemplarily shows a possible collaboration mode between an internal module of a terminal device 100 and an internal module of a server 200 involved in executing an advertisement generation method provided by an embodiment of the present application.

[0339] As shown in Figure 12, 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.

[0340] The advertising image and text 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 images and text, adjusting the position / size of advertising materials, modifying advertising copy, etc.); and so on.

[0341] 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 texts); and so on.

[0342] 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, secondary 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.

[0343] 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 .

[0344] The information download module 1205 can be used to download optimized advertising graphics and texts (such as advertising graphics and texts 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.

[0345] 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 copy in the advertising images and text uploaded by the terminal device 100; it can also be used to screen the main delivery intention represented by the advertising images and advertising copy in the advertising images and text uploaded by the terminal device 100; and so on.

[0346] 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 from the advertisement material library (eg, the advertisement material library provided by the advertiser).

[0347] The advertising image and text delivery intention-related element positioning and marking module 1208 can be used to locate the various delivery intentions represented by the advertising image and text in the advertising image and the relevant text fragments in the advertising copy; it can also be used to mark the delivery intention-related elements in the advertising image in some way (such as heat map, detection box, outline, etc.); it can also be used to mark the delivery intention-related text fragments in the advertising copy in some way (such as text of a certain color, text background color, detection box, etc.).

[0348] 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.

[0349] In some examples, the 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 the 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 the terminal device 100).

[0350] 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 .

[0351] For more details about the functions of the various internal modules of the terminal device 100 and the server 200, please refer to the relevant content in the above embodiments and will not be repeated here.

[0352] It is understood that the structure shown in FIG12 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 more or fewer components than those shown in FIG12, may combine two or more components, or may have different component configurations. The various components shown in the figure may be implemented in hardware, including one or more signal processing and / or application-specific integrated circuits, software, or a combination of hardware and software.

[0353] The following describes the structure of a server 200 provided in an embodiment of the present application.

[0354] FIG13 exemplarily shows the structure of a server 200 provided in an embodiment of the present application.

[0355] As shown in Figure 13, 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, with Figure 13 using a bus connection as an example.

[0356] The communication interface 1303 can be used for the server 200 to communicate with other devices, such as the terminal device 100, 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.

[0357] In some examples of this application, transmitter 1305 and receiver 1306 can be considered a wireless modem. In server 200, the number of transmitter 1305 and receiver 1306 can be one or more. Antenna 1308 can be used to convert electromagnetic energy in a transmission line into electromagnetic waves in free space, or vice versa. Coupler 13013 is used to split the mobile communication signal received by antenna 1308 into multiple paths and distribute them to multiple receivers 1306.

[0358] Memory 1302 is coupled to processor 1301 and is used to store various software programs and / or multiple sets of instructions. Specifically, memory 1302 may include high-speed random access memory and may also include non-volatile memory, such as one or more magnetic disk storage devices, flash memory devices, or other non-volatile solid-state storage devices. Memory 1302 may store a network communication program that can be used to communicate with one or more additional devices, one or more terminal devices, or one or more network devices.

[0359] 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.

[0360] 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.

[0361] It should be noted that the server 200 shown in FIG13 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.

[0362] For more details about the functions and working principles of the server 200, please refer to the relevant content in the above embodiments, which will not be repeated here.

[0363] The following is a schematic structural diagram of a terminal device 100 provided in an embodiment of the present application.

[0364] FIG14 exemplarily shows the structure of a terminal device 100 provided in an embodiment of the present application.

[0365] As shown in Figure 14, 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.

[0366] It should be understood that the structures illustrated in the embodiments of the present application do 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, or may combine or separate certain components, or arrange the components differently. The illustrated components may be implemented in hardware, software, or a combination of software and hardware.

[0367] 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 processing unit (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). The different processing units may be independent devices or integrated into one or more processors.

[0368] 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.

[0369] Processor 110 may also include a memory for storing instructions and data. In some embodiments, the memory in processor 110 is a cache memory. This memory can store instructions or data that have just been used or are being recycled by processor 110. If processor 110 needs to use the same instruction or data again, it can directly access the memory. This avoids duplicate accesses, reduces processor 110 latency, and thus improves system efficiency.

[0370] 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.

[0371] The processor 110 may be configured to read and execute computer-readable instructions. Specifically, the processor 110 may be configured to call a program stored in a memory, such as a program implementing the advertisement generation method provided in one or more embodiments of the present application on the terminal device 100, and execute the instructions contained in the program.

[0372] In some embodiments, the processor 110 may include one or more interfaces. The interfaces 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.

[0373] The I2C interface is a bidirectional synchronous serial bus that includes a serial data line (SDA) and a serial clock line (SCL). In some embodiments, the processor 110 may include multiple I2C bus lines. The processor 110 may be coupled to the touch sensor 180K, the charger, the flash, the camera 193, and the like via different I2C bus interfaces. For example, the processor 110 may be coupled to the touch sensor 180K via the I2C interface, enabling communication between the processor 110 and the touch sensor 180K via the I2C bus interface, thereby implementing the touch function of the terminal device 100.

[0374] 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 enable communication between the processor 110 and the audio module 170. In some embodiments, the audio module 170 can transmit audio signals to the wireless communication module 160 via the I2S interface, enabling the function of answering calls through a Bluetooth headset.

[0375] 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, enabling the function of answering calls via a Bluetooth headset. Both the I2S interface and the PCM interface can be used for audio communication.

[0376] The UART interface is a universal serial data bus used for asynchronous communication. This 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 typically 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 via the UART interface to implement Bluetooth functionality. In some embodiments, the audio module 170 can transmit audio signals to the wireless communication module 160 via the UART interface, enabling the function of playing music through Bluetooth headphones.

[0377] The MIPI interface can be used to connect the processor 110 to peripheral devices such as the display screen 194 and the camera 193. MIPI interfaces include the camera serial interface (CSI) and the display serial interface (DSI). In some embodiments, the processor 110 and the camera 193 communicate via the CSI interface to implement the camera 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.

[0378] The GPIO interface can be configured via software. The GPIO interface can be configured as either a control signal or a data signal. In some embodiments, the GPIO interface can be used to connect the processor 110 to the camera 193, display 194, wireless communication module 160, audio module 170, 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.

[0379] The USB interface 130 is an interface that complies with USB standards and may be a Mini USB interface, a Micro USB interface, a USB Type-C interface, or the like. The USB interface 130 can be used to connect a charger to charge the terminal device 100 and to transfer data between the terminal device 100 and peripheral devices. It can also be used to connect headphones to play audio. This interface can also be used to connect to other terminal devices, such as AR devices.

[0380] It is understood that the interface connection relationship between the modules illustrated in the embodiments of the present application is merely an illustrative 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 a different interface connection method from the above embodiments, or a combination of multiple interface connection methods.

[0381] The charging management module 140 is configured to receive charging input from a charger. The charger can be either a wireless charger or a wired charger. In some wired charging embodiments, the charging management module 140 can receive charging input from the wired charger via the USB interface 130. In some wireless charging embodiments, the charging management module 140 can receive wireless charging input via the wireless charging coil of the terminal device 100. While charging the battery 142, the charging management module 140 can also provide power to the terminal device 100 via the power management module 141.

[0382] 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 provides power to the processor 110, the internal memory 121, the external memory, the display 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 count, and battery health status (leakage, impedance). 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.

[0383] 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.

[0384] 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 antenna utilization. For example, antenna 1 can be reused as a diversity antenna for a wireless local area network. In other embodiments, the antennas can be used in conjunction with a tuning switch.

[0385] 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.

[0386] The modem processor may include a modulator and a demodulator. The modulator is used to modulate the low-frequency baseband signal to be transmitted 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 being processed by the baseband processor, the low-frequency baseband signal is passed to the application processor. The application processor outputs a sound signal through an audio device (not limited to the speaker 170A, the receiver 170B, etc.) or displays an image or video through the 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.

[0387] 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 that integrate at least one communication processing module. The wireless communication module 160 receives electromagnetic waves via the antenna 2, frequency modulates and filters the electromagnetic wave signals, and sends the processed signals to the processor 110. The wireless communication module 160 can also receive the signal to be sent from the processor 110, frequency modulate it, amplify it, and convert it into electromagnetic waves for radiation through the antenna 2.

[0388] 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).

[0389] The terminal device 100 implements display functions through a GPU, display screen 194, and an application processor. The GPU is a microprocessor for image processing that 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 that execute program instructions to generate or modify display information.

[0390] Display screen 194 is used to display images, videos, etc. 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), a MiniLED, a MicroLED, a Micro-oLed, or a quantum dot light-emitting diode (QLED). In some embodiments, terminal device 100 may include one or N display screens 194, where N is a positive integer greater than 1.

[0391] The terminal device 100 can realize the shooting function through the ISP, camera 193, video codec, GPU, display screen 194 and application processor.

[0392] The ISP processes data fed back by camera 193. For example, when taking a photo, the shutter is opened, and light is transmitted through the lens to the camera's photosensitive element. The light signal is converted into an electrical signal, which is then passed to the ISP for processing and converted into a visible image. The ISP can also perform algorithmic optimization on image noise, brightness, and other factors. It can also optimize parameters such as exposure and color temperature of the captured scene. In some embodiments, the ISP can be located within camera 193.

[0393] 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 light signal into an electrical signal, and then passes the electrical signal to the ISP for conversion 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.

[0394] The digital signal processor is used to process digital signals. In addition to processing digital image signals, it can also process other digital signals. For example, when the terminal device 100 selects a frequency point, the digital signal processor is used to perform Fourier transform on the frequency point energy.

[0395] Video codecs are used to compress or decompress digital video. Terminal device 100 may support one or more video codecs. This allows terminal device 100 to play or record videos in various encoding formats, such as Moving Picture Experts Group (MPEG) 1, MPEG2, MPEG3, and MPEG4.

[0396] The NPU is a neural network (NN) computing processor. Drawing on the structure of biological neural networks, such as the transmission patterns between neurons in the human brain, it rapidly processes input information and can continuously self-learn. The NPU can enable intelligent cognitive applications in the terminal device 100, such as image recognition, face recognition, speech recognition, and text comprehension.

[0397] 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 via the external memory interface 120 to implement data storage functions. For example, files such as music and videos can be stored on the external memory card.

[0398] 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.

[0399] The terminal device 100 can implement audio functions such as music playback and recording through the audio module 170, the speaker 170A, the receiver 170B, the microphone 170C, the headphone jack 170D, and the application processor.

[0400] 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 provided in the processor 110, or some functional modules of the audio module 170 can be provided in the processor 110.

[0401] The speaker 170A, also called a "speaker", is used to convert audio electrical signals into sound signals. The terminal device 100 can listen to music or listen to hands-free calls through the speaker 170A.

[0402] 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 user can hear the voice by placing the receiver 170B close to the ear.

[0403] Microphone 170C, also known as "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 sound signal collection, noise reduction, and can also identify the source of sound, realize directional recording function, etc.

[0404] The headphone jack 170D is used to connect a wired headphone and can be the USB interface 130 or a 3.5mm open mobile terminal platform (OMTP) standard interface or a cellular telecommunications industry association of the USA (CTIA) standard interface.

[0405] Pressure sensor 180A is used to sense pressure signals and convert them into electrical signals. In some embodiments, pressure sensor 180A can be located on display screen 194. There are many types of pressure sensors 180A, such as resistive, inductive, and capacitive. A capacitive pressure sensor can include at least two parallel plates made of conductive material. When force is applied to pressure sensor 180A, the capacitance between the electrodes changes. Terminal device 100 determines the intensity of the pressure based on this change in capacitance. When a touch operation is applied to display screen 194, terminal device 100 detects the intensity of the touch operation based on pressure sensor 180A. Terminal device 100 can also calculate the location of the touch based on the detection signal from pressure sensor 180A. In some embodiments, touch operations applied to the same touch location but with different touch operation intensities can correspond to different operation instructions. For example, when a touch operation with an intensity less than a first pressure threshold is applied to a short message application icon, an instruction to view short messages is executed. When a touch operation with an intensity greater than or equal to the first pressure threshold is applied to a short message application icon, an instruction to create a new short message is executed.

[0406] The touch sensor 180K is also called a "touch panel." The touch sensor 180K can be provided on the display screen 194. 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 applied thereto or in the vicinity thereof. The touch sensor can transmit the detected touch operations to the application processor to determine the type of touch event. Visual output related to the touch operations can be provided via the display screen 194. In other embodiments, the touch sensor 180K can also be provided on the surface of the terminal device 100, at a location different from that of the display screen 194.

[0407] The buttons 190 include a power button, a volume button, etc. The buttons 190 may be mechanical buttons or touch buttons. The terminal device 100 may receive key inputs and generate key signal inputs related to user settings and function control of the terminal device 100.

[0408] 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.

[0409] The indicator 192 may be an indicator light, which may be used to indicate the charging status, power level changes, messages, missed calls, notifications, etc.

[0410] The SIM card interface 195 is used to connect a SIM card. The SIM card can be connected to and disconnected from the terminal device 100 by inserting or removing it from the SIM card interface 195. The terminal device 100 can support one or N SIM card interfaces, where N is a positive integer greater than one. 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 simultaneously. The multiple cards can be of the same or different types. 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.

[0411] It should be understood that the terminal device 100 shown in FIG14 is merely an example, and the terminal device 100 may have more or fewer components than shown in FIG14, may combine two or more components, or may have a different component configuration. The various components shown in FIG14 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.

[0412] In the above embodiments, all or part of the embodiments may be implemented by software, hardware, firmware, or any combination thereof. When implemented using software, all or part of the embodiments may be implemented 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, all or part of the processes or functions described herein are generated. The computer may be a general-purpose computer, a special-purpose computer, a computer network, or other programmable device. The computer instructions may be stored in a computer-readable storage medium or transmitted from one computer-readable storage medium to another. For example, the computer instructions may be transmitted from one website, computer, server, or data center to another website, computer, server, or data center via a wired (e.g., coaxial cable, optical fiber, digital subscriber line) or wireless (e.g., infrared, wireless, microwave, etc.) method. The computer-readable storage medium may 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 therein. The available medium may 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 drive (SSD)).

[0413] Those skilled in the art will appreciate that all or part of the process steps in the above-described method embodiments can be implemented by a computer program instructing the relevant hardware. The program can be stored in a computer-readable storage medium, and when executed, the program can include the process steps in the above-described method embodiments. The aforementioned storage medium includes various media capable of storing program code, such as ROM or random access memory (RAM), magnetic disks, or optical disks.

[0414] 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, those skilled in the art should understand that they can still modify the technical solutions described in the aforementioned embodiments, or make equivalent replacements for some of the technical features therein. However, these modifications or replacements do not cause the essence of the corresponding technical solutions to deviate 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, where 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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