JP2010081133A - Method of measuring advertisement effect using area-limited one-segment broadcast, and system for measuring advertisement effect - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide a method of measuring advertisement effects using area-limited one-segment broadcast, which allowing advertisement providers to measure advertisement effects without viewers' special operations. <P>SOLUTION: In a system for measuring advertisement effects 1, a cellular phone 30 receives one-segment broadcast TS when entering a distribution area of area-limited one-segment broadcast. The cellular phone 30 receives broadcast waves and a broadcast BML file 100, and then executes the file. Subsequently, the cellular phone 30 acquires a communication BML file 200 from a communication BML distribution server 70, and then transmits receiving channel identification information, receiving terminal identification information and area entry/exit information to an action history DB server 50 according to processing described in the communication BML file 200 until broadcast waves in other areas are received. The action history DB server 50 stores the data and data acquisition time. <P>COPYRIGHT: (C)2010,JPO&INPIT

Description

  The present invention relates to an advertisement effect measurement method and an advertisement effect measurement system using area-limited one-segment broadcasting.

  In recent years, the main broadcasting service of one-segment broadcasting (terrestrial digital broadcasting one-segment partial reception service) has been started, and in mobile terminals such as mobile phones equipped with dedicated browsers, main line video that is normal TV program video, text and still images It is possible to view data broadcasts that display complementary information centered on images. In data broadcasting, there are two types: broadcast content transmitted by broadcast waves and communication content transmitted using the network function of the mobile terminal.

  These data broadcast contents are described in a broadcast markup language called BML (Broadcast Markup Language), and are displayed on a BML browser installed in each mobile terminal (Patent Document 1). It is also possible to describe dynamic contents by embedding script functions in BML, and various usage methods are provided such as using one-segment broadcasting as an electronic advertising medium called digital signage (Patent Literature). 2).

  In addition, an area-limited one-segment broadcasting system that distributes one-segment broadcasting to a small area using weak radio waves has been developed. This makes it possible for various businesses to use one-segment broadcasting. With digital signage using area-limited one-segment broadcasting, for example, it is possible to distribute advertisement programs on the main line of broadcast waves, and to distribute detailed content related to the area by data broadcasting. There is.

JP 2007-150664 A JP 2008-191193 A

  However, in the above-mentioned digital signage, a method for measuring the advertising effect has not been established. For example, even if an advertisement provider or the like wants to know how many viewers of an advertisement program are, the number of viewers cannot be grasped unless the viewer actively accesses the server.

  The present invention has been made in view of such problems, and the object of the present invention is to limit the area in which the advertisement provider can measure the advertisement effect without requiring the viewer to perform a special operation. It is to provide an advertising effect measurement method using one-segment broadcasting.

  In order to achieve the above-described object, the first invention is an advertising effect measurement method using a receiving terminal having a function of receiving and reproducing an area-limited one-segment broadcasting, wherein the receiving terminal distributes in an entered area. The first BML file is received together with the broadcast wave being received and executed, and the execution of the process according to the first BML file makes a transition to the data communication state with the communication BML distribution server. , Requesting the second BML file from the communication BML distribution server and acquiring the second BML file, and processing according to the second BML file for a period until receiving a broadcast wave in another area. And a third step of transmitting information related to the viewer's behavior history to the behavior history database, and performing a process including: It is an advertisement effect measurement method using grayed broadcast.

  In addition, it is desirable that the information regarding the action history includes at least reception channel identification information, reception terminal identification information, and information indicating entry / exit to an area.

  In the third step, the receiving terminal reads the action history at least when the second BML file is read and when the broadcast wave distributed in the entered area is out of the reception range. It is desirable to transmit information on the behavior history database.

  According to a second aspect of the present invention, there is provided a broadcast distributor for distributing an area-limited one-segment broadcast including data broadcast content described in a first BML file in a predetermined area, and a receiving terminal having a function of receiving and reproducing the one-segment broadcast And a communication BML distribution server that is connected to the receiving terminal via the network and distributes the second BML file in response to a request from the receiving terminal, and is connected to the receiving terminal via the network for viewing. An advertisement effect measurement system comprising an action history database that accumulates and stores information related to a person's action history, wherein the second BML file is acquired from the communication BML distribution server as the first BML file. And a command group for the behavior history data in the second BML file. A command group for transmitting to the network, the receiving terminal receives the first BML file together with a broadcast wave distributed in the area that has entered, and executes the first BML file execution means; Along with execution of processing by the first BML file execution means, a transition is made to a data communication state with the communication BML distribution server, a second BML file is requested from the communication BML distribution server and acquired. Continue processing according to the second BML file acquired by the second BML file acquisition means during the period until the BML file acquisition means and the broadcast wave in another area are received, And an action history transmitting means for transmitting information related to the action history.

  According to the present invention, it is possible to provide an advertisement effect measurement method using area-limited one-segment broadcasting that allows an advertisement provider to measure an advertisement effect without requiring a viewer to perform a special operation. Become.

Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the drawings.
FIG. 1 is a diagram showing a system configuration of an advertisement effect measurement system 1 according to the present embodiment.

  As shown in FIG. 1, the advertising effect measurement system 1 includes a content distribution server 10 that distributes one-segment broadcasting, transmission devices 21 and 22, a mobile phone 30 owned by a viewer (user) 32, a mobile phone 30, and a mobile phone. An action history DB server 50 and a communication BML distribution server 70 connected via a base station 41, a mobile carrier GW (gateway) 42, a network 40, and the like are provided.

  The mobile phone 30 is a mobile phone equipped with a one-segment broadcasting tuner and browser (hereinafter referred to as a BML browser), and receives the one-segment broadcasting TS sent from the sending devices 21 and 22 installed in the area that has entered. Reproduce.

  The content distribution server 10 is a device for distributing a one-segment broadcast transport stream (hereinafter referred to as a one-segment broadcast TS) including video content, audio content, data broadcast content, and the like, and stores a plurality of contents. The content distribution server 10 transmits the one-segment broadcasting TS (content) to the transmission devices 21 and 22 via the network 15.

  The transmission devices 21 and 22 are installed for each distribution area, and transmit the one-segment broadcasting TS provided from the content distribution server 10 to predetermined distribution areas A and B using weak radio waves of a predetermined frequency, respectively. To do. The distribution areas A and B are the radio wave reachable ranges of the transmission devices 21 and 22, and the scale is about 2 to 3 m. When the viewer 32 moves between the distribution areas A and B with the mobile phone 30, the viewer 32 can view the one-segment broadcasting distributed in the distribution areas A and B. In the following description, the sending devices 21 and 22 are installed so that the radio wave reachable areas (areas) do not overlap, and each sending device 21 and 22 shows an example in which one-seg broadcasting of one channel is distributed. One-segment broadcasting of a plurality of channels may be distributed.

Here, the data broadcast content included in the one-segment method TS is described in BML, is read by the BML browser of the mobile phone 30, and processing according to BML is performed. Hereinafter, a command group described in BML is referred to as a BML file.
The BML file includes a first BML file transmitted from a broadcast wave (hereinafter referred to as “broadcast BML file 100”) and a second BML distributed from the communication BML distribution server 70 using the communication function of the mobile phone 30. File (hereinafter referred to as communication BML file 200).

  In this embodiment, it is assumed that the next command group (script function or the like) is embedded in the broadcast BML file 100. That is, with execution of the broadcast BML file 100 on the mobile phone 30, communication with the predetermined communication BML distribution server 70 is started and a command group for acquiring the predetermined BML file 200 is embedded.

  The communication BML distribution server 70 is a server device arranged in an advertiser, an advertisement production company, an advertisement management company, or the like. In response to a request from the mobile phone 30 connected via the network 40, the communication BML file 200 To deliver. In the present embodiment, a command group (script function or the like) for executing a predetermined process is embedded in the communication BML file 200 distributed from the communication BML distribution server 70 to the mobile phone 30.

That is, in the script function of the communication BML file 200, the reception channel identification data, the terminal identification data of the mobile phone 30, and information indicating entry / exit to the area are used as information related to the action history of the viewer 32, and the action history DB server 50 The process to send to is included.
Also, a function for acquiring the radio wave reception state of the broadcast wave is embedded in the script function of the communication BML file 200, and when the mobile phone 30 reads the communication BML file 200 and when the radio wave reception state is out of range, respectively. The action history DB server 50 is caused to transmit information related to the action history described above together with the action category “in” (information indicating that the user has entered the area) and the action category “out” (information indicating that the user has exited the area). Like that.

  The mobile phone 30 transitions to communication with the network 40 by requesting the acquisition of the communication BML file 200 by starting execution of the process described in the broadcast BML file 100 obtained from the broadcast wave. Further, when the mobile phone 30 acquires the communication BML file 200, the mobile phone 30 executes script processing included in the communication BML file 200 by the BML browser, and receives the received channel identification data, Terminal identification data and data indicating the entry / exit to the area (operation classification “in” or “out”) are transmitted.

  The script process included in the communication BML file 200 is continued even if the reception state of the broadcast wave is bad. Therefore, when the viewer 32 enters an area and the process based on the communication BML file 200 is executed following the execution of the process based on the broadcast BML file 100, the viewer 32 moves to another area, Until another BML file is received, processing based on the communication BML file 200 (reception channel identification data, terminal identification data, and data indicating entry / exit to an area) is continued.

  Note that, according to the terrestrial digital television broadcast operation regulations by ARIB (Radio Industry Association), the processing of the broadcast BML file 100 is not executed outside the broadcast area. For this reason, in order to accurately transmit that the user has left the area to the action history DB server 50, it is necessary to use the communication BML file 200 that is executed even outside the broadcasting area.

  The action history DB server 50 is a server device installed in an advertisement production company or an advertisement management company, and receives reception channel identification data, terminal identification data, and one-segment broadcast reception status (operations) sequentially transmitted from the mobile phone 30. The division “in” or “out”) is accumulated and managed.

  The network 40 is a communication network such as the Internet, and is connected to a communication network of each mobile phone carrier configured by a plurality of mobile phone base stations 41 via a mobile carrier GW 42. The mobile carrier GW 42 is a server that mediates communication connection between the communication network of the mobile phone 30 and the network 40.

  2 is a diagram illustrating a hardware configuration of the content distribution server 10, FIG. 3 is a diagram illustrating content management data 110 included in the content distribution server 10, and FIG. 4 is a diagram illustrating a partial description example of the broadcast BML file 100. FIG. 5 is a diagram for explaining the structure of a general BML file.

  As shown in FIG. 2, the content distribution server 10 includes a control unit 101, a storage device 102, a media input / output unit 103, an input unit 104, a printing unit 105, a display unit 106, a communication unit 107, and the like interconnected by a bus 108. Have

  The control unit 101 includes a CPU (Central Processing Unit) for executing a program, a ROM (Read Only Memory) for storing program instructions or data, a RAM (Random Access Memory), and the like. The control unit 101 controls the overall operation of the content distribution server 10.

The storage device 102 is a storage medium for storing fixed data such as a control program of the content distribution server 10 and various data, and stores a one-segment broadcasting TS.
The media input / output unit 103 is a medium drive such as CD-ROM (Compact Disc Read Only Memory) or CD-RW (CD-ReWriteable), flexible disk, MO (Magneto Optical Disc), etc. Write data to the medium.

The input unit 104 is an input device such as a keyboard and a mouse.
A printing unit 105 is a printer, and prints necessary information and the like according to a request from a user.
The display unit 106 is a display device such as a CRT (Cathode-Ray Tube) or an LCD (Liquid Crystal Display).
The communication unit 107 is a communication control device, a communication port, and the like, and controls communication with the transmission devices 21 and 22 via the network 15.

The one-segment broadcasting TS included in the content distribution server 10 is obtained by encoding broadcast content of a program (main line video / audio content and data broadcast content) into streaming data, and includes a broadcast BML file 100 described in BML.
Note that the video data is H264 (MPEG4-AVC) in the current specification.

  The storage device 102 of the content distribution server 10 stores a one-segment broadcasting TS of a plurality of channels, and stores a content management table 110 in which contents to be distributed for each area are set as shown in FIG. Based on the content management table 110, the control unit 101 reads a predetermined one-segment broadcasting TS from the storage device 102, controls the communication unit 107, and distributes it to the sending devices 21 and 22.

  The content management table 110 includes an area name 110a (eg, “A”, “B”, etc.) and a sending device IP address 110b (eg, “192.168.0.1”, “192.168.0.2”). Etc.), content path 110c (eg, “C: \ contents \ area_a.ts”, “C: \ contents \ area_b.ts”, etc.), channel identifier 110d (eg, “0001”, “0002”, etc.), distribution Video names 110e (for example, “program 1”, “program 2”, etc.) are stored in association with each other. The channel identifier 110d is information for identifying a channel such as service_id defined by ARIB. The channel identifier 110d is assigned to be unique in the all-terrestrial digital television broadcast TS.

  FIG. 4 shows a partial description example of the broadcast BML file 100 included in the one-segment broadcasting TS. As shown in FIG. 4, for example, an event process described as “onLoad ()” is embedded in the broadcast BML file 100, and “browser.launchDocument ()” is set as a script function called when the “onLoad ()” event is executed. It should be described. The argument of the script function “browser.launchDocument ()” describes the URL of the BML content arranged in the communication BML distribution server 70.

Here, the script function “browser.launchDocument ()” is a BML API (Application Programming Interface) function defined in ARIB, and transitions to a BML document placed in the URL described in the argument in (). It is a function to make.
Further, “... OnLoad () =“ ”” causes the process defined in “” to be generated at the end of reading of data such as a page or an image.

  As shown in FIG. 5, BML is generally composed of a BML declaration part, a HEAD part, and a BODY part. The HEAD part has a TITLE element and a SCRIPT element, and the BODY part has a BODY element and a monomedia element. is doing. A global script and a script function are described in the SCRIPT element.

  When receiving the BML file as shown in FIG. 5, the BML browser of the mobile phone 30 reads the BML declaration part and the HEAD part in this order, and generates an onLoad event when the BODY element is read. Therefore, when the mobile phone 30 reads the broadcast BML file 100 from the broadcast wave by the BML described as shown in FIG. 4, the mobile phone 30 requests the communication BML distribution server 70 for the communication BML file 200.

FIG. 6 is a diagram illustrating a hardware configuration of the sending devices 21 and 22.
The sending devices 21 and 22 are devices that transmit the one-segment broadcasting TS to a predetermined area using weak radio waves.
As shown in FIG. 6, the transmission devices 21 and 22 include a control unit 201, a memory 202, a media input unit 203, a communication unit 204, an OFDM modulation unit 205, and a one-segment broadcasting transmission unit 206 connected via a bus 208. The one-segment broadcasting transmission unit 206 is connected to the transmission antenna 207.

The control unit 201 includes a CPU that executes a program, a memory such as an OS, a ROM that stores program instructions or data, and a RAM that stores temporary work data. The control unit 201 controls the sending devices 21 and 22 as a whole.
The memory 202 stores control programs for the sending devices 21 and 22 and fixed data, and also stores one-segment broadcasting TS input through the communication unit 204 or the media input unit 203.

The media input unit 203 includes a port for inputting a medium drive such as a CD-ROM or CD-RW, a flexible disk, or an MO, or a one-segment broadcasting TS, and reads data input from the medium or the port.
The communication unit 204 is an interface with the network 15 formed between the transmission devices 21 and 22 and the content distribution server 10, and controls communication with the content distribution server 10 via the network 15. The communication unit 204 receives the one-segment broadcasting TS transmitted from the content distribution server 10. The received one-segment broadcasting TS is stored in the memory 202.

An OFDM (Orthogonal Frequency Division Multiplexing) modulation unit 205 performs OFDM modulation on the one-segment broadcasting TS read from the memory 202.
The one-segment broadcast transmission unit 206 modulates the OFDM-modulated one-segment broadcast TS into a weak radio wave having a predetermined frequency band, and transmits it from the transmission antenna 207. The broadcast wave by the one-segment broadcast transmission unit 206 is transmitted to a limited area of about 2 to 3 m.

FIG. 7 is a diagram illustrating a hardware configuration of the mobile phone 30.
The mobile phone 30 is a mobile phone equipped with a BML browser and a tuner that reproduces one-segment broadcasting.

  As shown in FIG. 7, the mobile phone 30 includes a control unit 301, a communication unit 302, a voice input unit 303, a display unit 304, a voice output unit 305, an input unit 306, a memory 307, and In addition to the functions of a normal mobile phone such as an antenna 309, the one-segment tuner 310 is provided. The one-segment tuner 310 includes a tuner control unit 311, a memory 312, an OFDM demodulation unit 313, a tuner 314, an antenna 316, and the like via a bus 315.

  The control unit 301 includes a CPU that executes a program, a memory such as an OS, a ROM that stores program instructions or data, and a RAM that stores temporary work data. The control unit 301 controls the entire mobile phone 30.

  The communication unit 302 controls wireless communication performed with the mobile phone base station 41 (see FIG. 1). The communication unit 302 generates signals such as voice-related data and packet communication data under the control of the control unit 301 and transmits the signals to the base station via the antenna 309 or wireless signals transmitted from the base station. A signal is received, and the received signal is demodulated to obtain data relating to voice and data for packet communication.

The voice input unit 303 inputs voice with a microphone or the like.
The display unit 304 includes a liquid crystal display panel and performs display control.
The audio output unit 305 outputs audio with a speaker, an earphone or the like.
The input unit 306 includes key buttons and the like for inputting numbers, characters, and operation instructions, and outputs a signal corresponding to the operation of the key buttons to the control unit 301.
The memory 307 stores application programs installed in the mobile phone 30, address book data such as telephone numbers and mail addresses, and the like. It is also used as a video storage area for one-segment broadcasting.

  The tuner control unit 311 of the one-segment tuner 310 includes a CPU that executes a program, a memory that stores an OS, a program command, data, and the like, and a RAM that stores temporary work data. The The tuner control unit 311 controls the entire one-segment tuner 310.

  The memory 312 includes Ureg / Greg, which is a volatile memory area, and NVRAM, which is a nonvolatile memory area. Access to the memory 312 is accessible only from the tuner control unit 311 of the one-segment tuner 310 and cannot be accessed from the control unit 301 of the mobile phone 30.

The tuner 314 receives and selects one-segment broadcasting via the antenna 316, and obtains audio and video signals.
The OFDM demodulator 313 demodulates the OFDM-modulated one-segment broadcasting TS into audio, video signals, and data.

  When the tuner control unit 311 receives the one-segment broadcasting transmitted from the transmission device 20 or the transmission device 21 via the tuner, the tuner demodulation unit 313 demodulates the audio, video, and other data. The audio signal and the video signal are each decoded by the tuner control unit 311, and the video stream is output to the display unit 304 and the audio stream is output to the audio output unit 305. The broadcast BML file 100 is temporarily stored in the memory 312 and then read out by the CPU of the tuner control unit 311. The CPU activates the BML browser and executes the process described in the BML file.

  In the present embodiment, the mobile phone 30 transitions to communication with the communication BML distribution server 70 with the execution of the broadcast BML file 100 acquired from the broadcast wave, and acquires the communication BML file 200. Further, the CPU of the tuner control unit 311 executes processing according to the communication BML file 200 acquired from the communication BML distribution server 70. Further, when the CPU acquires the communication BML file 200, the CPU acquires the reception channel identifier and the terminal identifier according to the process described in the acquired communication BML file 200, and sets the acquired reception channel identifier and terminal identifier to the operation category “in”. At the same time, it is transmitted to the action history DB server 50.

  Further, the CPU acquires the reception state (reception level) of the broadcast wave at a predetermined time interval (for example, one second interval), and monitors the change in the reception level using the state flag. The status flag is set to 'out' when the reception level changes from the broadcast range to the out-of-range, and 'in' when the reception level that was out of the range enters the range or enters a new one-seg broadcast distribution area. It is set to '. Then, when the status flag is “in” and the reception level is “out of range”, the CPU transmits the reception channel identifier and the terminal identifier together with the operation classification “out” to the action history DB server 50. .

  8 is a diagram illustrating a hardware configuration of the communication BML distribution server 70, FIG. 9 is a diagram illustrating a partial description example of the communication BML file 200 distributed from the communication BML distribution server 70, and FIG. 10 is (a) a channel identifier. FIG. 6 is a diagram for explaining an API function for acquiring (b) an API function for acquiring a terminal ID, and (c) an API function for acquiring a radio wave reception state.

  As shown in FIG. 8, the communication BML distribution server 70 includes a control unit 701, a storage device 702, a media input / output unit 703, an input unit 704, a printing unit 705, a display unit 706, and a communication unit 707 interconnected by a bus 708. Etc.

  The control unit 701 includes a CPU that executes a program and a memory such as a ROM and a RAM that store program instructions or data. The control unit 701 controls the operation of the communication BML distribution server 70 as a whole.

The storage device 702 is a storage medium for storing fixed data such as a control program of the communication BML distribution server 70, various data, and the like.
A media input / output unit 703 is a drive of a medium such as a CD-ROM or CD-RW, a flexible disk, and an MO, and reads data from the medium and writes data to the medium.

The input unit 704 is an input device such as a keyboard and a mouse.
A printing unit 705 is a printer, and prints necessary information according to a request from a user.
The display unit 706 is a display device such as a CRT or LCD.
The communication unit 707 is a communication control device, a communication port, and the like, and controls communication with the mobile phone 30 via the network 701.

  A part of the communication BML file 200 is shown in FIG. As shown in FIG. 9, an “onLoad ()” event process is embedded in the communication BML file 200, and “a process for calling a conditionCheck function at regular intervals (for example, every 1 second)” is called as a script function to be called at the time of event execution. , “A process for acquiring the reception state and determining whether the return value is“ 0 ”(out of broadcast reception area) or not” and “a process for transmitting information to the action history DB server 50” are described. You can do it.

  When the BML browser of the mobile phone 30 receives the communication BML file 200 as shown in FIG. 9, the BML browser 200 reads the BML declaration part and the HEAD part in this order, and is described in the specified script function when reading the onLoad process in the BODY element. To generate the process. That is, after reading the BML file 200 from the communication BML distribution server 70, the mobile phone 30 calls the conditionCheck function at regular intervals, acquires the reception state, determines whether the return value is “0”, and returns When the value is “0” (out of broadcasting range), information is transmitted to the action history DB server 50.

Further, as script functions executed when reading the onLoad process, as shown in FIG. 10, an API function “getProgramID ()” for acquiring a channel identifier and an API function “X_DPA_getIRDID ()” for acquiring a terminal ID (terminal identification information) are shown. If the API function “X_DPA_getRcvCond ()” for acquiring the radio wave reception state is embedded in the communication BML file 200 shown in FIG. 9, the reception channel identification information, the reception terminal identification information, It becomes possible to acquire the radio wave reception state.
Note that any of types “1” to “9” in the table shown in FIG. 10A may be used as an argument of an API function for acquiring a channel identifier. In the present embodiment, “service_id” of type “2” is used as an example (see channel identifier 510a in FIG. 12).

  FIG. 11 is a diagram showing a hardware configuration of the behavior history DB server 50, and FIG. 12 is a diagram showing details of behavior history data 510 stored and managed by the behavior history DB server 50.

  The action history DB server 50 has an action history database that accumulates and manages data related to the action history of the viewer 32 transmitted from the mobile phone 30.

  As shown in FIG. 11, the action history DB server 50 includes a control unit 501, a storage device 502, a media input / output unit 503, an input unit 504, a printing unit 505, a display unit 506, and a communication unit 507 that are interconnected by a bus 508. Etc.

  The control unit 501 includes a CPU that executes a program and a memory such as a ROM and a RAM that store program instructions or data. The control unit 501 controls the operation of the action history DB server 50 as a whole.

The storage device 502 is a storage medium for storing fixed data such as a control program of the action history DB server 50, various data, and the like.
The media input / output unit 503 is a drive of a medium such as a CD-ROM or CD-RW, a flexible disk, and an MO, and reads data from the medium and writes data to the medium.

The input unit 504 is an input device such as a keyboard and a mouse.
A printing unit 505 is a printer, and prints necessary information according to a request from a user.
The display unit 506 is a display device such as a CRT or LCD.
The communication unit 507 is a communication control device, a communication port, and the like, and controls communication with the mobile phone 30 and the like via a network.

  As shown in FIG. 12, in the action history data 510, data of items such as a channel identifier (service_id) 510a, a terminal identifier 510b, an operation category 510c, and an acquisition time 510d are accumulated and recorded as one record.

The channel identifier 510 a is channel identification information of one-segment broadcasting received by the mobile phone 30 and is transmitted from the mobile phone 30. For example, service_id such as “0001” and “0002” is stored as channel identification information.
The terminal identifier 510b is terminal identification information of the mobile phone 30, and stores terminal-specific data such as “DoCoMo / 2.0 (c10; ser123; icc123)”, for example.

  The operation classification 510c is information indicating entry / exit of the mobile phone 30 to / from the one-segment broadcasting distribution area, “in” represents a state of entering the distribution area, and “out” represents a state of leaving the distribution area. The operation division 510c is determined based on the reception state of the one-segment broadcasting wave of the mobile phone 30. For example, when the API function “X_DPA_getRcvCond ()” shown in FIG. 10C is used as the API function for acquiring the reception status of the one-segment broadcasting of the mobile phone 30, “0: Out of service”, “ 1: Low reception state, 2: Medium reception state, 3: Good reception state, or Nan: Receiver error. Therefore, when the return value is “1: Low reception state”, “2: Medium reception state”, or “3: Good reception state”, the operation classification is set to “in”, and the reception state is “0: Out of range” ”Or“ Nan: receiver error ”, the operation classification may be“ out ”.

  The acquisition time 510d indicates the time when data related to the action history such as the channel identifier 510a, the terminal identifier 510b, and the operation category 510c is received from the mobile phone 30, and is counted by the control unit 501 of the action history DB server 50. It is added.

  When the control unit 501 receives data related to the action history (channel identifier 510a, terminal identifier 510b, and operation category 510c) from the mobile phone 30, the control unit 501 stores the acquired time together with each item in the action history data 510.

  In the example of the action history data 510 of FIG. 12, the mobile phone 30 with the terminal identifier “DoCoMo / 2.0 (c10; ser123; icc123)” has a channel “0001” on “2008/06/26 10:08:36”. It is understood that the user has entered the distribution area (operation division “in”) and has exited the distribution area (operation division “out”) at “2008/06/26 10:38:36”.

Next, the operation of the advertisement effect measurement system 1 will be described with reference to FIGS. 13, 14, and 15.
13 is a flowchart showing a process flow of each device of the advertisement effect measurement system 1, FIG. 14 is a flowchart showing a flow of a BML display process executed by the BML browser of the mobile phone 30, and FIG. It is an example of a display screen of the mobile phone 30. In FIG. 15, 30A, 30B, 30C, 30D, 30E, and 30F are examples of display screens of the mobile phone 30 at each stage. In addition, the upper stage 304a of each display screen example 30A to 30F is a main line video display area for one-segment broadcasting, and the lower stage 304b is a data broadcast display area.

  First, when the viewer 32 does not enter any area, since the one-segment broadcasting cannot be received, the display unit 304 of the mobile phone 30 is in a display state indicated by 30A in FIG. That is, a message such as “out of radio wave” is displayed on the upper row 304a without displaying an image, and nothing is displayed on the lower row 304b.

  When the viewer 32 enters an area-limited one-segment broadcast reception area (for example, distribution area A in FIG. 1) (step U1), the mobile phone 30 receives the one-segment broadcast TS transmitted from the transmission device 21 (step U1). S1). At this stage, a message such as “Receiving” is displayed in both the upper stage 304a and the lower stage 304b, as in the display screen example shown in 30B of FIG.

  The cellular phone 30 performs OFDM demodulation on the received one-segment broadcasting TS under the control of the tuner control unit 311 and separates it into video data, audio data, and data broadcasting (BML file). The video data and audio data are decoded by the tuner control unit 311 and output from the display unit 304 and the audio output unit 305, respectively. The data broadcast is temporarily stored in the memory 312, and the BML browser is activated under the control of the tuner control unit 311. The broadcast BML file 100 is read by the BML browser and the process is executed.

  In step S2, the mobile phone 30 activates the BML browser and performs BML display processing. As shown in FIG. 14, in the BML display process, first, the BML declaration part of the BML file is read (step S301), and then the TITLE element and script element of the HEAD part are read (step S302). Thereafter, the BODY element of the BODY part is read (step S303), and then the monomedia element of the BODY part is read (step S304), and display processing according to the described contents is performed.

In the present embodiment, the onLoad event described in the broadcast BML file 100 is detected at the stage of reading the BODY part BODY element in step S303, and the designated function is executed.
At this stage, as shown in the display screen example 30C in FIG. 15, the video of “Program 1” that can be received in area A is displayed in the main video display area 304a, and the data broadcast display area 304b. For example, data broadcasting content including text data such as “please enjoy the distribution program slowly” is displayed.

  Here, when the BML browser of the mobile phone 30 detects the onLoad event of the broadcast BML file 100 received in step S <b> 1, the BML browser starts communication with the communication BML distribution server 70. Then, the communication BML file 200 is requested to the communication BML distribution server 70 (step S2).

On the other hand, communication BML distribution server 70 responds to the distribution request for communication BML file 200 from mobile phone 30 and transmits communication BML file 200 to mobile phone 30 (step T1).
The mobile phone 30 receives the communication BML file 200 transmitted from the communication BML distribution server 70 and reads it with the BML browser (step S3, S301 to S304 in FIG. 14).

  The communication BML file 200 transmitted from the communication BML distribution server 70 includes reception channel identification information, together with information (operation classification “in”) indicating that the communication BML file 200 has entered the distribution area as the process is executed (onLoad event). And a function for transmitting the receiving terminal identification information to the action history DB server 50 is described. In addition, the reception state is determined every predetermined time (for example, every second), and information indicating that the viewer 32 has moved out of the distribution area when the broadcast wave reception level is out of service area (operation classification “out”). ) And a function for transmitting the reception channel identification information and the reception terminal identification information to the action history DB server 50 are described.

  When the BML browser of the mobile phone 30 executes the communication BML file 200 received from the communication BML distribution server 70 and detects an onLoad event (step S4), information indicating that the user has entered the distribution area (operation classification “in”) ) And the reception channel identification information and the reception terminal identification information are transmitted to the action history DB server 50 (step S5). Further, a state flag indicating the operation state of the mobile phone 30 is set to ‘in’ (step S <b> 6).

  The action history DB server 50 writes the reception channel identification information, the reception terminal identification information, and the operation classification transmitted from the mobile phone 30 in one record of the action history data 510 together with the date and time when these pieces of information are acquired (step K1). ).

  Further, the BML browser of the mobile phone 30 acquires the reception level (reception state) at predetermined intervals according to the communication BML file 200 received from the communication BML distribution server 70 (step S7).

  Next, the BML browser of the mobile phone 30 checks the status flag and reception level set in the mobile phone 30. If the status flag is set to “in” and the reception level is out of range (the return value of the API function in FIG. 10C is “0”) (step S8; Yes), the one seg that has been included so far Although the mobile phone 30 is out of the broadcast distribution area and is not receiving broadcast waves, the mobile phone 30 continues the process based on the communication BML file 200 (step U2, steps S3 to S10).

  At this stage, since it is out of the radio wave range of the broadcast wave, a message such as “out of radio wave” is displayed in the main line video display area 304a as in the display screen example shown in 30D of FIG. 15, and no video is displayed. However, the processing by the communication BML file 200 continues, and the content of the data broadcast content such as “Please enjoy the distribution program slowly” is continuously displayed in the data broadcast display area 304b.

  The mobile phone 30 transmits the reception channel identification information and the reception terminal identification information to the action history DB server 50 together with information indicating that the mobile phone 30 has exited the distribution area (operation classification “out”) (step S9). Then, the status flag is set to 'out' (step S10). The control unit 501 of the action history DB server 50 writes the reception channel identification information, the reception terminal identification information, and the operation classification transmitted from the mobile phone 30 in one record of the action history data 510 together with the acquired date and time (step K2). .

  When the state flag set in the mobile phone 30 is set to “out” and the reception level is not out of range (the return value of the API function in FIG. 10C is “1” or more) (step S8; No) → Step S11; Yes) Since the mobile phone 30 has exited the one-segment broadcasting distribution area and entered the same area again, the mobile phone 30 continues processing based on the communication BML file 200 (Step U2, Steps S11 to S13). .

  The cellular phone 30 transmits the reception channel identification information and the reception terminal identification information to the action history DB server 50 together with information indicating that the mobile phone 30 has entered the distribution area (operation classification “in”) (step S12). Then, the status flag is set to “in” (step S13). The control unit 501 of the action history DB server 50 writes the reception channel identification information, the reception terminal identification information, and the operation classification transmitted from the mobile phone 30 in one record of the action history data 510 together with the acquired date and time (step K2). .

  The BML browser of the mobile phone 30 has a status flag of 'out' and the reception level is out of service area (when it is not in any one-segment broadcasting distribution area), or the status flag is 'in' and reception When the level is not out of range (when the state of being in the same one-segment broadcasting distribution area continues), the process returns to step S7.

When the viewer 32 enters another one-segment broadcasting distribution area (step U1) and receives the one-segment broadcasting TS in the other area (step S1), the processes such as steps S1 to S13, T1, K1, and K2 are executed. To do.
At this stage, as shown in the example of a display screen 30E in FIG. 15, when receiving one-segment broadcasting, a message being received is displayed in the main line video display area 304a, and is also being received in the data broadcast display area 304b. A message is displayed.

  Thereafter, as in the example of the display screen shown in 30F of FIG. 15, the video program (program 2) in the distribution area B is displayed in the main video display area 304a, and the data broadcast in the area B is displayed in the data broadcast display area 304b. .

  By repeating the above processing, the behavior history DB server 50 accumulates and stores data related to the behavior history of the viewer 32. The advertisement provider can measure the advertisement effect by analyzing the action history data 510 stored in the action history DB server 50.

  The advertisement effect measuring system 1 as described above can be used for, for example, a movie / music short clip distribution service, a user's excursion pattern analysis in a mass retailer, or a museum guide system.

  Specifically, in the short clip distribution service for movies and music, the above-mentioned area-limited one-segment broadcasting is used as a music viewing service at a record shop or a rental video store, and a program for viewing multiple channels in each area is used. provide. When the viewer 32 views the one-segment broadcasting using the mobile phone 30, the behavior history of the viewer 32 (which viewing program is viewed in which area in which area) by the method of the advertising effect measurement system 1 described above. Is transmitted to the action history DB server 50. For this reason, viewers can easily provide viewing programs on their mobile phones, and the store side also analyzes the action history data 510 to reflect how much the effect of the viewing service is reflected in the number of actual products sold. I can grasp.

  In addition, for example, even in the analysis of users' migration patterns at mass merchandisers, mass merchandisers use the above-mentioned area-limited one-segment broadcasting, and recipe videos using food products, how to use merchandise, etc. on multiple channels as advertising programs provide. When a visitor views a one-segment broadcast using the mobile phone 30, the visitor's behavior history (in which area (sale floor) and which advertisement program is viewed for how long by the method of the advertisement effect measurement system 1 described above. Is transmitted to the action history DB server 50. For this reason, viewers can easily obtain knowledge about products using their mobile phones, and mass merchandisers can also analyze the behavior history data 510 to grasp the visitor's migration patterns in the store. It becomes possible. Therefore, it becomes easy to analyze the effective arrangement of sales floors in mass merchandisers, and so-called “buying” can be increased to increase sales.

  In the museum guide system, a guide program in a plurality of languages is assigned to each channel of one-segment broadcasting for each exhibit. Visitors to the museum can watch a guide program about the exhibits in the desired language. In addition, the visitor's action history data (which area (exhibit) and how long the guide program in which language was viewed) is transmitted to the action history DB server 50. On the museum side, it is possible to accurately grasp the visitor's preferences and the like and reflect them in the arrangement of exhibits and exhibition plans.

  In addition to the above-described example, when the method of the advertising effect measurement system 1 of the present invention is applied to a bank, a hotel, a movie theater, an amusement spot, a hospital, an airport, a station, etc., the congestion degree of each area is determined in real time. There are various uses not limited to advertisement measurement, such as grasping and distributing information that avoids congestion in data broadcasting.

  As described above, in the advertisement effect measurement system 1 of the present embodiment, the one-segment broadcasting TS is transmitted from each of the transmission devices 21 and 22 to a predetermined area. The mobile phone 30 that has entered the area receives the one-segment broadcasting TS. The data broadcasting content of the one-segment broadcasting is described in BML.

  The broadcast BML file 100 received from the broadcast wave includes a command group for acquiring the communication BML file 200 from the communication BML distribution server 70 as the BML file 100 is executed. In the communication BML file 200, a command group for transmitting the reception channel identification information and the reception terminal identification information to the action history DB server 50 together with information indicating the entry into the distribution area (operation classification “in”), the reception state When the reception level is out of service area, a command group for transmitting the reception channel identification information and the reception terminal identification information to the action history DB server 50 together with the operation category “out” is included.

Therefore, when the mobile phone 30 reads the broadcast BML file 100 acquired from the broadcast wave, the mobile phone 30 transitions to communication with the communication BML distribution server 70 and acquires and executes the communication BML file 200.
Then, the process according to the communication BML file 200 is continued until a broadcast wave in another area is received, and the reception channel identification information and the reception terminal identification information are transmitted to the action history DB server 50 together with the operation classification. To do.

  Accordingly, even if the viewer does not perform any special operation, the one-segment broadcasting reception channel identification information, the reception terminal identification information, the time of entering and exiting the area, and the like are stored in the action history DB server 50. It is possible to grasp all the action history. Therefore, the advertisement provider and the like can accurately grasp the behavior of an unspecified number of users who have seen the advertisement video. As a result, it becomes possible to measure the effect as marketing more clearly.

  Moreover, since the data regarding the action history is transmitted to the action history DB server 50 based on the communication BML file 200 acquired by communication instead of the broadcast BML file 100 acquired from the broadcast wave, the viewer goes out of the broadcasting area. Sometimes, data related to action history can be communicated without interruption.

  When the viewer enters another area, the mobile phone 30 once acquires a broadcast wave (BML file) distributed in the other area, and then automatically acquires the communication BML file 200. Even if the viewer does not perform a special operation, information indicating that he / she entered another area and viewed the one-segment broadcasting can be transmitted to the action history DB server 50.

In the above-described embodiment, a mobile phone is used as a one-segment broadcast receiving terminal. However, the present invention is not limited to this. For example, a game device, an in-vehicle device equipped with a one-segment broadcast reception / playback function, A one-segment dedicated terminal or the like may be used.
Moreover, although the data regarding the action history transmitted by the mobile phone 30 to the action history DB server 50 is the reception channel identification information, the reception terminal identification information, and the operation classification information, the present invention is not limited to this. Other information for specifying the action history may be transmitted.

  In addition, description examples of BML, functions to be used, and the like are examples, and it is obvious that those skilled in the art can conceive various changes or modifications within the scope of the technical idea disclosed in the present application. Of course, it is understood that they belong to the technical scope of the present invention.

The figure which shows the system configuration | structure of the advertisement effect measurement system 1 The figure which shows the hardware constitutions of the content delivery server 10 The figure which shows the content management data 110 which the content delivery server 10 has The figure which shows the example of a part description of the broadcast BML file 100 contained in the data broadcast of 1seg broadcasting The figure explaining the structure of a BML file The figure which shows the hardware constitutions of the sending apparatuses 21 and 22 The figure which shows the hardware constitutions of the mobile telephone 30 The figure which shows the hardware constitutions of the communication BML delivery server 70 The figure which shows the partial description example of the BML file 200 delivered from the communication BML delivery server 70 (A) An API function for acquiring a channel identifier, (b) an API function for acquiring a terminal ID, and (c) an API function for acquiring a radio wave reception state. The figure which shows the hardware constitutions of action log | history DB server 50 The figure which shows the detail of the action history data accumulate | stored and managed by the action history DB server 50 The flowchart which shows the flow of a process of each apparatus of the advertising effectiveness measurement system 1 The flowchart which shows the flow of the BML display process performed with the BML browser of the mobile telephone 30 The figure which shows the example of a display screen of the mobile phone 30 in each step

Explanation of symbols

1 .... Advertising effect measurement system 10 .... Contents distribution server 21, 22 ... Transmission device 30 ... Mobile phone 32 ... Viewer (user) )
40... Network 50... Behavior history DB server 70... Communication BML distribution server 110... Content management data 510. .... BML file from data broadcasting 200 ... BML file from communication

Claims (6)

An advertisement effect measurement method using a receiving terminal having a function of receiving and playing an area-limited one-segment broadcast,
The receiving terminal is
A first step of receiving and executing a first BML file together with a broadcast wave distributed in the entered area;
Along with execution of processing according to the first BML file, a transition is made to a data communication state with the communication BML distribution server, and a second BML file is requested from the communication BML distribution server and acquired. Steps,
A third step of continuing processing in accordance with the second BML file until a broadcast wave in another area is received, and transmitting information related to the behavior history of the viewer to the behavior history database;
An advertising effect measurement method using area-limited one-segment broadcasting, characterized in that processing including   The advertisement effect measurement method according to claim 1, wherein the information related to the action history includes at least reception channel identification information, reception terminal identification information, and information indicating access to an area. In the third step,
The receiving terminal transmits information on the action history to the action history database at least when the second BML file is read and when a broadcast wave distributed in the entered area is out of the reception range. The advertisement effect measuring method according to claim 1, wherein: A broadcast distributor that distributes an area-limited one-segment broadcast including data broadcast content described in a first BML file in a predetermined area; a reception terminal that has a function of receiving and playing the one-segment broadcast; and A communication BML distribution server that is communication-connected via a network and distributes a second BML file in response to a request from the reception terminal, and information related to a viewer's action history that is connected to the reception terminal via a network. An advertising effect measurement system comprising an action history database for storing and storing
The first BML file includes a command group for obtaining a second BML file from the communication BML distribution server,
The second BML file includes a command group for transmitting information related to the action history to the action history database;
The receiving terminal is
First BML file execution means for receiving and executing the first BML file together with broadcast waves distributed in the entered area;
Along with execution of processing by the first BML file executing means, a transition is made to a data communication state with the communication BML distribution server, and a second BML file is requested from the communication BML distribution server and acquired. BML file acquisition means of
During the period until the broadcast wave in another area is received, the processing according to the second BML file acquired by the second BML file acquisition means is continued, and the behavior history database is informed about the behavior history. Action history transmission means for transmitting
An advertising effectiveness measurement system comprising:   The advertisement effect measurement system according to claim 4, wherein the information related to the action history includes at least reception channel identification information, reception terminal identification information, and information indicating access to an area. The receiving terminal is
Furthermore, a reception state acquisition means for acquiring a radio wave reception state of a broadcast wave is provided,
The action history transmitting means displays information related to the action history at least when the second BML file is read and when the radio wave reception state acquired by the reception state acquisition means is out of range. The advertisement effect measurement system according to claim 4, wherein the advertisement effect measurement system is transmitted to the advertisement effect measurement system.

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