KR-102961910-B1 - Online and offline advertising media linkage and effectiveness analysis system

Abstract

The present invention relates to an online and offline advertising media linkage and effect analysis system, and more specifically, to an online and offline advertising media linkage and effect analysis system and method that organically links online channels such as influencer marketing and offline channels such as digital outdoor advertising, analyzes the performance of each channel in real time to dynamically optimize the advertising budget, and automatically evaluates and selects advertising content and advertising slots to be used in the campaign based on data, thereby maximizing the overall efficiency and reliability of the marketing campaign.

Inventors

• 정호진
• 정복순
• 정지희
• 유성희
• 조현상
• 정동호
• 정제균
• 권순선
• 전명균
• 조봉덕

Assignees

• 주식회사 위드 바이브

Dates

Publication Date

20260508

Application Date

20250721

Priority Date

20250716

Claims (2)

1. In an online and offline advertising media integration and effectiveness analysis system, An advertising integration module that provides an interface for linking with multiple online and offline advertising media; A performance analysis module that collects and analyzes performance data of advertisements transmitted through the above advertising media in real time; and An integrated ad delivery module that dynamically redistributes the budget between online channels and offline channels based on real-time performance data collected from the above performance analysis module; Includes, The above integrated ad delivery module calculates the relative ratio of the value per unit cost of an online channel and the value per unit cost of an offline channel, and calculates a final real-time channel efficiency index by multiplying the calculated relative ratio by correction coefficients that reflect inter-channel synergy coefficients and temporal periodicity. It is characterized by redistributing the budget of one channel to another channel when the final real-time channel efficiency index calculated above exceeds a preset threshold range, and The synergy coefficient between the above channels is calculated based on the growth rate of online search volume of campaign-related keywords that occurred while offline advertising was being executed, and The correction factor reflecting the above temporal periodicity is calculated based on the difference between the current time and a preset maximum efficiency time phase using a cosine function with a period of 24 hours, and The value per unit cost of the above online channel is calculated by dividing the real-time conversion value of the online channel, including the number of purchase conversions and cart additions generated through online advertising, by the real-time cost executed on the said online channel, and An online-offline advertising media linkage and effect analysis system, characterized in that the value per unit cost of the above-mentioned offline channel is calculated by dividing the real-time conversion value of the offline channel, which includes the number of QR code scans and campaign-exclusive shortened URL clicks by users exposed to the offline advertisement, by the real-time cost executed on the said offline channel.
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Description

Online and offline advertising media linkage and effectiveness analysis system The present invention relates to an online and offline advertising media linkage and effect analysis system, and more specifically, to an online and offline advertising media linkage and effect analysis system and method that organically links online channels such as influencer marketing and offline channels such as digital outdoor advertising, analyzes the performance of each channel in real time to dynamically optimize the advertising budget, and automatically evaluates and selects advertising content and advertising slots to be used in the campaign based on data, thereby maximizing the overall efficiency and reliability of the marketing campaign. Recently, corporate marketing activities have been evolving into an integrated form that combines online channels utilizing social media with offline channels using outdoor electronic billboards. Conventional marketing systems have attempted to manage these online and offline channels in an integrated manner. For example, Korean Registered Patent No. 10-2594812 discloses a technology for conducting online or offline marketing by identifying regional demand for a seller's products. The aforementioned prior art focuses on fixedly 'determining' a specific region as an online or offline target based on historical static data, such as regional sales data, and 'calculating' the contribution of influencers afterward. However, these conventional technologies have the following obvious limitations. A static channel selection method based on historical data has the drawback of failing to proactively respond to real-time market changes or fluctuations in channel efficiency that occur during a campaign. For example, even if a specific influencer's content suddenly goes viral and the efficiency of an online channel skyrockets, the fixed budget allocation cannot be changed, resulting in opportunity costs. There is a problem in that while online and offline channels are simply executed in parallel, there is a lack of specific means to quantitatively measure the organic interaction between the two channels—specifically, the synergistic effect of offline advertising on online search volume or brand awareness—and to reflect this in campaign strategies. There is a problem in that the focus is solely on selecting influencers or advertising locations, while lacking the functionality to pre-evaluate and optimize the quality of the advertising 'content' itself—which has a decisive impact on actual marketing performance—or the value of each of the numerous offline advertising 'slots' based on objective data, leading to reliance on the marketer's subjective judgment. Therefore, there is an urgent need for the development of new technology that can fundamentally improve the efficiency and predictability of marketing campaign operations by comprehensively providing dynamic resource allocation based on real-time data, quantitative analysis of synergy effects between channels, and objective valuation functions for content and ad slots themselves. Figure 1 illustrates an overall relationship diagram according to the present invention. Figure 2 illustrates an overall flowchart according to the present invention. FIG. 3 illustrates a step-by-step flowchart of the first control logic according to the present invention. FIG. 4 illustrates a step-by-step flowchart of the second control logic according to the present invention. FIG. 5 illustrates a step-by-step flowchart of the third control logic according to the present invention. FIG. 6 is a configuration diagram showing the interaction between a system and an external environment according to one embodiment of the present invention. FIG. 7 is a diagram showing the data flow between the main component modules of the present invention. FIG. 8 is a diagram showing an example of a user interface provided by the campaign setting module of the present invention. FIG. 9 is a diagram showing an example of an integrated dashboard provided by the performance analysis module of the present invention. FIG. 10 is a diagram illustrating the conceptual operation of the first operation logic. FIG. 11 is a diagram illustrating the conceptual operation of the second operation logic. FIG. 12 is a diagram illustrating the conceptual operation of the third operation logic. FIG. 13 is a conceptual diagram illustrating the effect of dynamic budget redistribution according to the present invention. FIG. 14 is an illustration for explaining the concept of calculating the inter-channel synergy coefficient of the present invention. FIG. 15 is a conceptual diagram illustrating the system learning and optimization virtuous cycle structure of the present invention. FIG. 16 is a hardware and network configuration diagram of a system for implementing the present invention. FIG. 17 is an example of a building advertising service according to the present invention. FIG. 18 is an example of a shelter