KR-20260067070-A - A SYSTEM OF MATCHING OUTDOOR ADVERTISING BASED ON DIGITAL TWIN PLATFORM

KR20260067070AKR 20260067070 AKR20260067070 AKR 20260067070AKR-20260067070-A

Abstract

The present specification relates to a system that provides matching information regarding outdoor advertising effects using batch data based on a digital twin platform. Specifically, outdoor advertising-related information for each of at least one outdoor advertisement (out of house, OOH) is obtained, and matching information is provided based on user target information and performance indicators based on an advertising effect measurement model. The advertising effect measurement model is constructed on a digital twin platform based on the outdoor advertising-related information, and virtual measurement performance information is obtained by performing an advertising effect measurement for a first OOH among at least one OOH on the digital twin platform, and real-world measurement performance information is obtained by performing an advertising effect measurement for the first OOH in a real space, and a difference value between the virtual measurement performance information and the real-world measurement performance information is derived and can be updated based on the difference value.

Inventors

우영환
이승현
이진우
박준민
김동준
이진영

Assignees

(주) 베리타스커넥트

Dates

Publication Date: 20260512
Application Date: 20241105

Claims (8)

In a system that provides matching information on outdoor advertising effects using batch data based on a digital twin platform, The above system is, Obtain outdoor advertising-related information for each of at least one outdoor advertisement (out of house, OOH), and Based on an advertising effectiveness measurement model, it provides matching information based on user target information and performance indicators, The above advertising effectiveness measurement model is, It is built on the digital twin platform based on the above outdoor advertising-related information, and In the digital twin platform above, advertising effectiveness measurement for the first OOH among the at least one OOH is performed to obtain virtual measurement performance information, and Advertising effect measurement for the first OOH is performed in a real space to obtain real measurement performance information, and Characterized by deriving a difference value between the virtual measurement performance information and the reality measurement performance information, and updating based on the difference value. System.
In Article 1, The above target information is, Includes at least one of location, gender, age group, budget, and category, The above performance indicators are, Characterized by including at least one of the number of users exposed to an ad, the number of times an ad is displayed, the average number of times an ad is viewed, pedestrians, pedestrians by time of day, traffic volume passing by by time of day, and the number of people capable of viewing the ad area. System.
In Article 1, The above matching information is, Characterized by including, for each of the above at least one OOH, a matching rate calculated based on a weight based on the target information in the performance indicator. System.
In Article 1, Based on the above outdoor advertising information, The above OOH information, the above vehicle information, the above pedestrian information, and the above environment information are distinguished into structured data, unstructured data, real-time data, and batch data, and The above advertising effectiveness measurement model is, A system built based on data processing for the above structured data, the above unstructured data, the above real-time data, and the above batch data to perform advertising effect analysis and prediction.
In Article 1, The above outdoor advertising-related information includes at least one of OOH installation information, vehicle information, pedestrian information, and environmental information, wherein The above OOH installation information includes location information, size information, installation height information, shape information, and other OOH-related information for each of the at least one OOH installed therein. The above vehicle information is information included only in the vehicle information-based OOH among the at least one OOH, and the vehicle information includes traffic volume information, driving speed information, gender and age information of the vehicle driver, and other vehicle-related information within a pre-set area of the vehicle information-based OOH. The above pedestrian information is information included only in the pedestrian information-based OOH among the at least one OOH, and the pedestrian information includes information on movement amount within a pre-set area of the pedestrian information-based OOH, walking speed information, information on the gender and age of the pedestrian, and other pedestrian-related information. The above environmental information includes weather information, seasonal information, day of the week information, time information and other environment-related information, in a system.
In Article 5, The modeling parameters of the above advertising effect measurement model are set for each of the at least one OOH based on at least one of the above OOH installation information, the above vehicle information, the above pedestrian information, and the above environment information, wherein A system in which the above modeling parameters are set to have different vector values for each of the at least one OOH.
In Article 6, In the digital twin platform above, the measurement of advertising effectiveness for the first OOH is performed based on the first modeling parameters for the first OOH, and the virtual measurement performance information is obtained. A system in which the derived difference value between the virtual measurement performance information and the reality measurement performance information is applied to the first modeling parameter to adjust the weight for the first modeling parameter, and the adjusted weight for the first modeling parameter is reflected in the advertising effect measurement model to update the advertising effect measurement model.
In Article 7, The first modeling parameter of the vehicle information-based OOH includes a traffic volume parameter, a driving speed parameter, and a congestion parameter, and the second modeling parameter of the pedestrian information-based OOH includes a movement volume parameter, a movement speed parameter, and a congestion parameter, wherein the first modeling parameter and the second modeling parameter have different vector values. When the measurement of advertising effectiveness based on the first modeling parameter is performed, the traffic volume parameter has a positive weight, the driving speed parameter has a negative weight, and the congestion parameter has a positive weight. A system in which, when the advertising effect measurement based on the second modeling parameter is performed, the movement amount parameter has a positive weight, the movement speed parameter has a negative weight, and the congestion level parameter has a negative weight.

Description

A System of Matching Outdoor Advertising Based on a Digital Twin Platform This specification relates to an outdoor advertising matching system based on a digital twin platform. Specifically, it relates to a system that matches outdoor advertisements through modeling by comparing measurement results from a virtual world with measurement results from a real space. The term "Metaverse" can be a compound of "meta," referring to the virtual, and "universe," referring to a world or cosmos; it refers to a virtual world capable of interacting with reality. Recently, the Metaverse has been developing rapidly, and the commercialization of services is anticipated alongside the establishment of communication networks capable of providing low latency and high capacity. In the Metaverse, various objects from the real world can be modeled and implemented in the same form. Modeling of real-world objects can be performed by utilizing diverse information about the target objects, and based on this, experiments or simulations identical to those in the real world can be conducted within the Metaverse. Furthermore, various forms of advertising can be provided in real-world spaces. For example, advertising can be provided through Out of House (OOH) signage. While the value of advertising in real-world spaces can be measured based on advertising effectiveness, it is necessary to utilize information measured in the real world based on the degree of exposure and other data to measure such effectiveness. However, there may be limitations in obtaining information by performing measurements in the real world to assess advertising effectiveness. Considering the points mentioned above, we describe a system that models OOH in the metaverse and measures advertising effectiveness based on this. FIG. 1 is a diagram illustrating a network environment to which the present disclosure applies. FIG. 2 is a drawing showing the configuration of a device applicable to the present disclosure. FIG. 3 is a diagram illustrating a method for modeling OOH-related structures based on vehicle information applicable to the present disclosure on a digital twin platform. FIG. 4 is a diagram illustrating a method for modeling OOH-related structures based on pedestrian information applicable to the present disclosure on a digital twin platform. FIG. 5 is a diagram showing OOH information modeled on a digital twin platform in the present disclosure. FIG. 6 is a diagram illustrating a method for adjusting weights based on measurements in a digital twin and measurements in real space applicable to the present disclosure. FIG. 7 is a diagram illustrating a method for obtaining data for measuring advertising effectiveness applicable to the present disclosure. FIG. 8 is a diagram illustrating a method for analyzing and predicting advertising effects after collecting and processing data applicable to the present disclosure. FIG. 9 is a flowchart illustrating a method for measuring outdoor advertising effects based on a digital twin platform applied to the present disclosure. FIG. 10 is a reference diagram for explaining performance indicators for outdoor advertising in which an advertising effect measurement model is performed according to the present invention. FIG. 11 is a reference diagram for explaining the calculation of a matching rate according to an embodiment of the present invention. The present invention is not limited to the descriptions of the embodiments set forth below, and it is obvious that various modifications can be made within the scope of the technical essence of the invention. Furthermore, in describing the embodiments, technical details that are widely known in the technical field to which the present invention belongs and are not directly related to the technical essence of the invention are omitted. The following embodiments combine the components and features of the present invention in a predetermined form. Each component or feature may be considered optional unless otherwise explicitly stated. Each component or feature may be implemented in a form not combined with other components or features. Additionally, embodiments of the present invention may be constructed by combining some components and/or features. The order of operations described in the embodiments of the present invention may be changed. Some components or features of one embodiment may be included in another embodiment, or may be replaced with corresponding components or features of another embodiment. Specific terms used in the following description are provided to aid in understanding the present invention, and the use of such specific terms may be modified in other forms without departing from the technical spirit of the present invention. In some cases, to avoid obscuring the concept of the present invention, known structures and devices are omitted or are illustrated in the form of block diagrams focusing on the core functions of each structure and device. Additionally,