JP2015154165A - Delivery device, terminal device, delivery method and delivery program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To improve the effect of advertisement of an advertisement content.SOLUTION: A delivery device includes: a delivery unit for delivering to a terminal device a second content to be displayed in a display area included in a first content, together with control information. The control information causes the terminal device to execute: a determination procedure which determines the display aspect of the second content to be displayed in the display area, according to the position where the terminal device displays the display area; and a display procedure for displaying the second content in the display area with the display aspect determined by the determination procedure.

Description

  The present invention relates to a distribution device, a terminal device, a distribution method, and a distribution program.

  In recent years, advertisement distribution via the Internet has been actively performed. For example, an advertisement that displays advertisement content such as still images, moving images, and text related to companies and products at a predetermined position on a web page, and displays a page provided by the advertiser when the user clicks on the advertisement content Delivery is known. As a technique related to such advertisement display, a technique has been proposed in which information content such as a web page is displayed on the first layer, and the advertisement content is displayed on the second layer that is displayed so as to overlap the first layer. .

JP 2003-022042 A JP 2012-137805 A

  However, the above-described conventional technique cannot improve the advertising effect of the advertising content. For example, in the above-described conventional technology, the information content and the advertising content are merely displayed in an overlapping manner, and the user's interest in the advertising content cannot be caused.

  The present application has been made in view of the above, and an object thereof is to provide a distribution device, a terminal device, a distribution method, and a distribution program that improve the advertising effect of advertisement content.

  The distribution device according to the present application includes a distribution unit that distributes, to the terminal device, the second content displayed in the display area included in the first content together with the control information. A determination procedure for determining a display mode of the second content displayed in the display area according to a display position, and a display for displaying the second content in the display area in the display mode determined by the determination procedure And causing the terminal device to execute a procedure.

  According to one aspect of the embodiment, there is an effect that the advertising effect of the advertising content can be improved.

FIG. 1 is a diagram illustrating an example of display processing according to the embodiment. FIG. 2 is a diagram illustrating a configuration example of the advertisement distribution system according to the embodiment. FIG. 3 is a diagram illustrating a configuration example of the advertisement distribution server according to the embodiment. FIG. 4 is a diagram illustrating an example of information stored in the advertisement database according to the embodiment. FIG. 5 is a diagram illustrating a configuration example of the content distribution server according to the embodiment. FIG. 6 is a diagram illustrating a configuration example of the terminal device according to the embodiment. FIG. 7 is a diagram illustrating a first variation of display processing executed by the terminal device according to the embodiment. FIG. 8 is a diagram illustrating a second variation of the display process executed by the terminal device according to the embodiment. FIG. 9 is a diagram illustrating a third variation of the display process executed by the terminal device according to the embodiment. FIG. 10 is a flowchart illustrating an example of a flow of display processing executed by the terminal device according to the embodiment. FIG. 11 is a hardware configuration diagram illustrating an example of a computer that realizes the function of the advertisement distribution server.

  Hereinafter, a mode for carrying out a distribution device, a terminal device, a distribution method, and a distribution program according to the present application (hereinafter referred to as “embodiment”) will be described in detail with reference to the drawings. Note that the distribution device, the terminal device, the distribution method, and the distribution program according to the present application are not limited by this embodiment. In the following embodiments, the same portions are denoted by the same reference numerals, and redundant description is omitted.

[1. Display processing)
First, an example of display processing according to the embodiment will be described with reference to FIG. FIG. 1 is a diagram illustrating an example of display processing according to the embodiment. FIG. 1 illustrates an example in which the web page C10, the advertising content C11a, and the advertising content C11b are displayed by the terminal device 100.

  The terminal device 100 illustrated in FIG. 1 is a mobile terminal device such as a smartphone. The terminal device 100 includes an output unit 130 such as a liquid crystal display. The terminal device 100 is assumed to employ a touch panel. That is, the user of the terminal device 100 performs various operations by touching the display surface of the output unit 130 with a finger or a dedicated pen.

  The web page C10 is content for a portal site on which various information such as news is posted. Here, it is assumed that the vertical size of the web page C10 is longer than the vertical display size of the output unit 130 of the terminal device 100.

  Such a web page C10 includes an input field for inputting a search keyword, links to other web pages, and the like. For example, on the web page C10, each news topic is displayed as a bulleted item under a display such as “New News” or “News List”. Such a news topic corresponds to an anchor text with a link to another web page.

  Further, on the web page C10, buttons or images displaying the contents of linked web pages such as “Auction”, “Sports”, “Q & A”, “Route”, and the like are displayed. In the following description, among the display area of the web page C10, an area where anchor text, a button, an image, or the like that is linked to another web page is displayed may be referred to as a “link area”.

  In addition, an advertisement frame 50 that is a display area for displaying advertisement content distributed separately from the web page C10 is arranged on the web page C10. Upon receiving the distribution of the web page C10, the terminal device 100 transmits an advertisement content distribution request to the advertisement distribution server 20 that distributes the advertisement content. When receiving the advertisement content distribution from the advertisement distribution server 20, the terminal device 100 displays the web page C10, and the advertisement frame 50 is arranged in the web page C10 on which the distributed advertisement content is displayed. Display in range.

  The advertisement content C11a is, for example, a still image or a moving image that becomes a part of the advertisement, and is an image provided by the advertiser. In the example illustrated in FIG. 1, the advertising content C <b> 11 a is an image having the same size as the advertising space 50. In the advertising content C11a, an image of the camera to be advertised, an advertiser name such as “Nixxx D50”, and a product name of the camera to be advertised are arranged.

  In the advertising content C11a, the range in which the camera image, the name of the advertiser, and the product name of the camera are not arranged is transparent. The embodiment is not limited to this, and the advertising content C11a may be an image in which an advertiser's logo and other arbitrary information are arranged.

  The advertising content C11b is a still image or a moving image that is a part of the advertisement, as with the advertising content C11a, and is an image provided by the advertiser. Here, in the example illustrated in FIG. 1, the advertisement content C <b> 11 b is an image having the same vertical display size as the advertising frame 50 and a longer horizontal display size than the advertising frame 50. The advertising content C11b is an image displayed as the background of the advertising content C11a, and is, for example, a photograph showing a temple.

  Here, the terminal device 100 performs the following process to cause the user's interest in the advertisement. First, the terminal device 100 displays the web page C10 and specifies the position where the advertising space 50 is arranged in the web page C10. And the terminal device 100 determines the display mode of each advertising content C11a and C11b separately according to the specified position, respectively.

  For example, according to the position of the advertising space 50, the terminal device 100 determines a display mode such as a range to be displayed on the advertising space 50 among the advertising contents C11a and C11b, a transmittance when displaying, and whether to display. . And the terminal device 100 displays each advertisement content C11a and C11b in the advertisement frame 50 in the display mode determined individually.

  Hereinafter, an example of the display mode of each advertisement content C11a and C11b determined by the terminal device 100 will be described. For example, in the example illustrated in FIG. 1, when the advertising space 50 is disposed at the bottom of the output unit 130, the terminal device 100 determines that the advertising content C11a is not displayed and displays the advertising content C11b. Of these, it is determined to display from the left end to the same range as the horizontal width of the advertising space 50. As a result, the terminal device 100 displays within the advertising space 50 from the left end of the advertising content C11b to the same range as the horizontal width of the advertising space 50.

  Subsequently, when the scroll operation is performed by the user's finger F10 and the position of the advertisement frame 50 moves to the vicinity of the center of the output unit 130, the terminal device 100 determines that the advertisement content C11a is to be displayed, and the advertisement For the content C11b, it is determined to display the range in the center of the image. In such a case, the terminal device 100 moves the advertising content C11b to the left until the range in the center of the image of the advertising content C11b is displayed in the advertising space 50.

  Furthermore, the terminal device 100 displays the advertising content C11a in the advertising space 50 so as to overlap the advertising content C11b. At this time, the terminal device 100 displays the advertisement content C11a so as to change the transmittance of “0%” to “100%”. As a result, the terminal device 100 displays the advertisement in such a display mode that the area displayed in the advertising space 50 of the advertising content C11b moves to the left and the advertising content C11a appears in the advertising space 50. .

  In addition, when the scroll operation is further performed by the user's finger F10 and the position of the advertising space 50 moves to the vicinity of the upper side of the output unit 130, the terminal device 100 determines to continue displaying the advertising content C11a. For the advertisement content C11b, it is determined to display the range at the right end of the image. In such a case, the terminal device 100 moves the advertising content C11b to the left side while displaying the advertising content C11a until the right end range of the advertising content C11b is displayed in the advertising space 50. As a result, the terminal device 100 displays the advertisement in a display mode in which the area displayed in the advertisement frame 50 of the advertisement content C11b moves to the left in the background of the advertisement content C11a.

  As described above, the terminal device 100 displays the advertisement contents C11a and C11b in the advertisement frame 50 in a display mode according to the position where the advertisement frame 50 is displayed. For this reason, since the terminal device 100 changes the display mode of the advertisement displayed in the advertising space 50 every time the user performs a scroll operation, the user can be interested in the advertisement.

  In the above-described example, the terminal device 100 determines that the advertising content C11a is displayed when the position of the advertising space 50 moves to the vicinity of the center of the output unit 130. Such processing can be realized under the following conditions. For example, the terminal device 100 determines whether or not the center position of the advertisement frame 50 is above the center position of the output unit 130 in the display area of the output unit 130, and the center position of the advertisement frame 50 is the output unit 130. What is necessary is just to determine to display the advertisement content C11a, when it determines with it being above the center position of.

  Here, the terminal device 100 may change the transmittance of the advertising content C11a according to the position of the advertising space 50. For example, the terminal device 100 displays a value obtained by subtracting from 1 a value obtained by dividing the distance between the center position of the advertising space 50 and the lower side of the display area of the output unit 130 by using the vertical length of the output unit 130 as a divisor. Calculate as a percentage. Then, the terminal device 100 sets the calculated display ratio as the transmittance of the advertisement content C11a.

  In such a case, the terminal device 100 can realize a display mode in which the advertising content C11a is gradually displayed as the advertising space 50 moves to the top of the output unit 130. Note that the terminal device 100 uses the value obtained by dividing the distance between the center position of the advertising space 50 and the lower side of the display area of the output unit 130 as the display ratio, with the vertical length of the output unit 130 as a divisor. Can realize a display mode in which the advertising content C11a gradually disappears as the advertising space 50 moves to the upper part of the output unit 130.

  Further, the terminal device 100 changes the range of the advertising content C11b displayed in the advertising space 50 according to the position of the advertising space 50. Such processing can be realized under the following conditions. For example, the terminal device 100 displays, in the advertisement frame 50, an area having the same horizontal width as the advertisement frame 50 from the left end in the advertisement content C11b until the lower side of the advertisement frame 50 is displayed. In addition, when the lower side of the advertising space 50 is displayed, the terminal device 100 uses the value obtained by subtracting twice the vertical length of the advertising space 50 from the vertical length of the output unit 130 as an ordinal number. A value obtained by dividing the distance between the lower side and the lower side of the display area of the output unit 130 is calculated as a movement ratio.

  Then, the terminal device 100 moves the area of the advertising content C11b to be displayed on the advertising space 50 to the right by the value obtained by subtracting the horizontal width of the advertising space 50 from the horizontal width of the advertising content C11b by the moving ratio. Just do it. In such a case, the terminal device 100 can realize a display mode in which the advertising content C11b displayed in the advertising space 50 gradually moves to the left as the advertising space 50 moves to the top of the output unit 130.

  Hereinafter, the terminal device 100 and the like that realize the display processing described above will be described. In addition, although description was abbreviate | omitted above, the terminal device 100 receives the delivery of the control information which controls the display mode of the advertisement content C11 simultaneously with the delivery of the advertisement content C11. Then, the terminal device 100 performs the display process described above according to the control information. Such control information will be described later.

[2. Configuration of advertisement distribution system)
Next, the configuration of the advertisement distribution system 1 according to the embodiment will be described with reference to FIG. FIG. 2 is a diagram illustrating a configuration example of the advertisement distribution system according to the embodiment. As shown in FIG. 2, the advertisement distribution system 1 includes a terminal device 100, an advertiser terminal 10, an advertisement distribution server 20, and a content distribution server 30. The terminal device 100, the advertiser terminal 10, the advertisement distribution server 20, and the content distribution server 30 are connected to be communicable via a network N by wire or wireless. The advertisement distribution system 1 shown in FIG. 2 includes a plurality of terminal devices 100, a plurality of advertiser terminals 10, a plurality of advertisement distribution servers 20, and a plurality of content distribution servers 30. Also good.

  The terminal device 100 is an information processing device used by a user who browses a web page. For example, the terminal device 100 is a mobile phone such as a smartphone, a tablet terminal, a PDA (Personal Digital Assistant), a desktop PC (Personal Computer), a notebook PC, or the like. The terminal device 100 acquires a web page from the content distribution server 30 according to an operation by the user, and displays the acquired web page. Further, when an advertisement acquisition command to be described later is included together with the advertisement content, the terminal device 100 acquires the advertisement content from the advertisement distribution server 20 and displays the acquired advertisement content together with the web page.

  The advertiser terminal 10 is an information processing device used by the advertiser. For example, the advertiser terminal 10 is a desktop PC, a notebook PC, a tablet terminal, a mobile phone, a PDA, or the like. The advertiser terminal 10 submits the advertisement content to the advertisement distribution server 20 according to the operation by the advertiser. For example, the advertiser terminal 10 has a URL (Uniform Resource Locator) for accessing an advertiser page distributed by an advertiser server managed by an advertiser as a still image, a moving image, text data, or an advertiser server as advertisement content. And the like are submitted to the advertisement distribution server 20.

  Note that an advertiser may request an agency to submit advertising content. In this case, it is the agency that submits the advertisement content to the advertisement distribution server 20. In the following, the notation “advertiser” is a concept including not only the advertiser but also the agency, and the notation “advertiser terminal” refers to the agency device used by the agency as well as the advertiser terminal 10. It is a concept that includes.

  The advertisement distribution server 20 is a server device that distributes the advertisement content submitted from the advertiser terminal 10. For example, the advertisement distribution server 20 distributes the advertisement content to the terminal device 100 when accessed from the terminal device 100. Further, the advertisement distribution server 20 distributes control information for instructing the terminal device 100 to execute the above-described display processing together with the control information for instructing the display mode of the advertisement content to be distributed to the terminal device 100. This control information is described in a script language such as JavaScript (registered trademark) or CSS (Cascading Style Sheets).

  The content distribution server 30 is a web server that distributes web pages to the terminal device 100. For example, the content distribution server 30 relates to a portal site, news site, auction site, weather forecast site, shopping site, finance (stock price) site, route search site, map providing site, travel site, restaurant introduction site, web blog, etc. Deliver various web pages.

  The web page distributed by the content distribution server 30 is formed by, for example, an HTML file described in HTML (Hyper Text Markup Language), an XML file described in XML (Extensible Markup Language), or the like. The web page distributed by the content distribution server 30 includes control information for controlling the display mode of the web page and the advertisement content.

  The web page distributed by the content distribution server 30 includes an advertisement acquisition command. For example, the URL or the like of the advertisement distribution server 20 is described as an advertisement acquisition command in an HTML file or the like that forms a web page. In this case, the terminal device 100 acquires the advertisement content from the advertisement distribution server 20 by accessing the URL described in the HTML file or the like.

  Various data distributed from the content distribution server 30 to the terminal device 100 is actually an HTML file or an image forming a web page, but in the following, it is distributed from the content distribution server 30 to the terminal device 100. Various data may be referred to as a “web page”.

[3. Configuration of advertisement distribution server]
Next, the configuration of the advertisement distribution server 20 according to the embodiment will be described with reference to FIG. FIG. 3 is a diagram illustrating a configuration example of the advertisement distribution server according to the embodiment. As illustrated in FIG. 3, the advertisement distribution server 20 includes a communication unit 21, a storage unit 22, and a control unit 23.

  The communication unit 21 is realized by, for example, a NIC (Network Interface Card). The communication unit 21 is connected to the network N in a wired or wireless manner, and transmits and receives information to and from the terminal device 100, the advertiser terminal 10, and the content distribution server 30.

  The storage unit 22 is realized by, for example, a semiconductor memory element such as a RAM (Random Access Memory) or a flash memory, or a storage device such as a hard disk or an optical disk. And the memory | storage part 22 memorize | stores the advertisement database 24 which is a database in which the various information regarding the advertising content submitted from the advertiser terminal 10 was stored.

  Here, FIG. 4 is a diagram illustrating an example of information stored in the advertisement database according to the embodiment. In the example illustrated in FIG. 4, the advertisement database 24 includes items such as “advertiser ID”, “advertisement content”, “bid price”, and “CTR (Click Through Rate)”.

  The “advertiser ID” indicates identification information for identifying the advertiser or the advertiser terminal 10. “Advertising content” indicates the advertising content submitted from the advertiser terminal 10. FIG. 4 shows an example in which conceptual information such as “C11” is stored in “advertising content”, but actually, a still image, a moving image, text data, a URL, or a file indicating the storage location thereof. Stores path names and so on.

  “Bid price” indicates an advertising fee designated when an advertiser submits advertising content. For example, the “bid price” corresponds to a unit price paid from the advertiser to the advertisement distributor (for example, the administrator of the advertisement distribution server 20 or the content distribution server 30) when the advertisement content is displayed once on the web page. . Further, for example, “bid price” corresponds to a unit price paid from the advertiser to the advertisement distributor when the advertisement content is clicked once by the user.

  “CTR” indicates a value obtained by dividing the number of times the advertising content is clicked by the number of times the advertising content is displayed. The CTR of advertising content that has never been distributed to the terminal device 100 includes a predetermined fixed value, an average value of CTR for all advertising content, and the same advertising category (for example, car, travel). The average value of CTR and the like for all the advertising contents belonging to is stored. Further, “CTR” may store a predicted CTR predicted from a CTR prediction model or the like. Such a predicted CTR is predicted based on, for example, the type of advertising content, the type of web page on which the advertising content is displayed, and the like.

  That is, FIG. 4 shows an example in which the advertiser identified by the advertiser ID “B10” designates the bid price “100” and submits the advertising content “C11”. FIG. 4 shows an example in which the CTR of the advertisement content “C11” is “0.02”.

  Here, the advertisement database 24 may register advertisement content including a plurality of images and moving images. For example, in the example illustrated in FIG. 4, it is assumed that the advertisement database 24 registers the advertisement content C11a and the advertisement content C11b illustrated in FIG. 1 as the advertisement content C11. In the advertisement database 24, it is assumed that a display instruction for indicating the display mode of each of the advertisement contents C11a and C11b is registered as the advertisement content C11. In the advertisement database 24, it is assumed that an advertisement content C12a that is an image and a display instruction that instructs a display mode of the advertisement content C12a are registered as the advertisement content C12. In the advertisement database 24, it is assumed that a display instruction for indicating a display mode in which the advertisement content C11a is displayed over the advertisement content C11b is registered as the advertisement content C12. Further, in the example illustrated in FIG. 4, detailed description is omitted, but it is assumed that an image, a moving image, and a display instruction are registered in the advertisement database 24 as the advertisement content C13.

  Returning to FIG. 3, the description will be continued. The control unit 23 is realized by, for example, a CPU (Central Processing Unit), an MPU (Micro Processing Unit), or the like executing various programs stored in a storage device inside the advertisement distribution server 20 using the RAM as a work area. Is done. The control unit 23 is realized by an integrated circuit such as an application specific integrated circuit (ASIC) or a field programmable gate array (FPGA).

  As shown in FIG. 3, the control unit 23 includes a submission receiving unit 25, a request receiving unit 26, an advertisement selection unit 27, and a distribution unit 28, and functions and functions of information processing described below. Realize or execute. Note that the internal configuration of the control unit 23 is not limited to the configuration illustrated in FIG. 3, and may be another configuration as long as information processing described later is performed. Further, the connection relationship between the processing units included in the control unit 23 is not limited to the connection relationship illustrated in FIG. 3, and may be another connection relationship.

  The submission receiving unit 25 receives submission of advertising content from the advertiser terminal 10. Specifically, the submission accepting unit 25 accepts submission of advertising content together with designation of a bid price. Then, the submission receiving unit 25 stores the received bid price and advertisement content in the storage unit 22 in association with the advertiser ID corresponding to the advertiser of the submission source.

  Here, the submission accepting unit 25 accepts the designation of the display mode of the advertisement content along with the submission of the advertisement content. For example, the submission acceptance unit 25 receives the advertisement content C11a and the advertisement content C11b. In addition, the submission accepting unit 25 accepts a display instruction indicating that the advertising content C11a is displayed when the display position of the advertising space 50 moves above the center of the output unit 130. Further, the submission receiving unit 25 receives a display instruction indicating that the area of the advertising content C11b displayed in the advertising space 50 is moved from the left end to the right end of the advertising content C11b according to the position of the advertising space 50. In such a case, the submission receiving unit 25 registers the advertising content C11a, the advertising content C11b, and the display instruction in the advertising database 24 as the advertising content C11.

  The request receiving unit 26 receives an advertisement content acquisition request from the terminal device 100. For example, the request reception unit 26 receives an HTTP request as an advertisement content acquisition request.

  When the request reception unit 26 receives an advertisement content acquisition request, the advertisement selection unit 27 selects an advertisement content as a distribution candidate from the advertisement database 24. For example, the advertisement selection unit 27 preferentially selects advertisement contents with a high bid price or CTR or advertisement contents with a high bid price and CTR from among the advertisement contents registered in the advertisement database 24. Then, the advertisement selection unit 27 outputs the selected advertisement content to the distribution unit 28.

  The advertisement selection unit 27 may use an advertisement distribution technique called content matching that extracts advertisement contents related to a web page when selecting advertisement contents. In addition, when the web page is a search page, the advertisement selection unit 27 may use an advertisement distribution method called a search-linked advertisement that extracts advertisement content that matches the search keyword specified in the search page. Further, the advertisement selection unit 27 may use an advertisement distribution technique called targeting distribution that extracts advertisement content that matches user attribute information (such as psychographic attributes and demographic attributes).

  The distribution unit 28 distributes control information that causes the terminal device 100 to execute display control together with the advertisement content selected by the advertisement selection unit 27. Specifically, when receiving the advertisement content selected by the advertisement selection unit 27, the distribution unit 28 extracts a display instruction included in the received advertisement content. And the delivery part 28 produces | generates the control information for displaying advertising content with the display mode which the extracted display instruction | indication shows. Thereafter, the distribution unit 28 distributes the generated control information and image and moving image data included in the advertisement content to the terminal device 100.

  For example, when the data of the advertising content C11 is received, the distribution unit 28 generates control information for displaying the advertising content C11a when the display position of the advertising space 50 moves above the center of the output unit 130. Further, the distribution unit 28 generates control information for moving the area of the advertising content C11b displayed in the advertising space 50 from the left end to the right end of the advertising content C11b according to the position of the advertising space 50. In addition, the distribution unit 28 generates control information for displaying the advertisement content C11a so as to overlap the advertisement content C11b. Then, the distribution unit 28 distributes the advertising content C11a, the advertising content C11b, and the generated control information to the terminal device 100.

  Here, the control information according to the embodiment causes the terminal device 100 to execute a determination procedure and a display procedure, for example. The display procedure is, for example, a processing procedure for determining the display mode of the advertisement content to be displayed on the advertisement frame 50 according to the position on the output unit 130 where the terminal device 100 displays the advertisement frame 50. The display procedure is, for example, a processing procedure for displaying the web page on the output unit 130 and displaying the advertising content in the advertising space 50 in the display mode determined in the determination procedure.

[4. Configuration of distribution device]
Next, the configuration of the content distribution server 30 according to the embodiment will be described with reference to FIG. FIG. 5 is a diagram illustrating a configuration example of the content distribution server according to the embodiment. As shown in FIG. 5, the content distribution server 30 includes a communication unit 31, a content storage unit 32, and a control unit 33.

  The communication part 31 is implement | achieved by NIC etc., for example. The communication unit 31 is connected to the network N by wire or wireless, and transmits / receives information to / from the terminal device 100 and the advertisement distribution server 20.

  The content storage unit 32 is realized by, for example, a semiconductor memory device such as a RAM or a flash memory, or a storage device such as a hard disk or an optical disk. And the content memory | storage part 32 memorize | stores the web page which is an example of a content. For example, the content storage unit 32 stores an HTML file that forms a web page, a still image or a moving image displayed on the web page. Note that the web page stored in the content storage unit 32 includes an advertisement acquisition command for acquiring advertisement content.

  The control unit 33 is realized, for example, by executing various programs (corresponding to an example of a distribution program) stored in a storage device inside the content distribution server 30 using the RAM as a work area by a CPU, an MPU, or the like. . The control unit 33 is realized by an integrated circuit such as an ASIC or FPGA, for example.

  As illustrated in FIG. 5, the control unit 33 includes a reception unit 34 and a distribution unit 35, and realizes or executes information processing functions and operations described below. The internal configuration of the control unit 33 is not limited to the configuration illustrated in FIG. 5, and may be another configuration as long as the information processing described later is performed. In addition, the connection relationship between the processing units included in the control unit 33 is not limited to the connection relationship illustrated in FIG. 5, and may be another connection relationship.

  The accepting unit 34 accepts a web page acquisition request from the terminal device 100. For example, the reception unit 34 receives an HTTP request as a web page acquisition request.

  The distribution unit 35 distributes the web page and the control information to the terminal device 100 when the reception unit 34 receives a web page acquisition request. Specifically, the distribution unit 35 acquires the acquisition request target web page from the content storage unit 32 and distributes the acquired web page to the terminal device 100. As described above, the web page stored in the content storage unit 32 includes an advertisement acquisition command for acquiring advertisement content, and the terminal device 100 sends an advertisement distribution request to the advertisement distribution server 20. Will be sent.

[5. Configuration of terminal device]
Next, the configuration of the terminal device 100 according to the embodiment will be described with reference to FIG. FIG. 6 is a diagram illustrating a configuration example of the terminal device according to the embodiment. As illustrated in FIG. 6, the terminal device 100 includes a communication unit 110, an input unit 120, an output unit 130, and a control unit 140.

  The communication unit 110 is realized by a NIC or the like, for example. The communication unit 110 is connected to the network N by wire or wireless, and transmits / receives information to / from the advertisement distribution server 20 and the content distribution server 30.

  The input unit 120 is an input device that receives various operations from the user. For example, the input unit 120 is realized by a keyboard, a mouse, an operation key, or the like. The output unit 130 is a display device for displaying various information. For example, the output unit 130 is realized by a liquid crystal display or the like. In addition, when a touch panel is employ | adopted for the terminal device 100, the input part 120 and the output part 130 are integrated.

  The control unit 140 is realized, for example, by executing various programs (corresponding to an example of a display program) stored in a storage device inside the terminal device 100 using the RAM as a work area by a CPU, an MPU, or the like. For example, these various programs correspond to application programs called web browsers. The control unit 140 is realized by an integrated circuit such as an ASIC or FPGA, for example.

  As illustrated in FIG. 6, the control unit 140 includes a request unit 141, an operation control unit 142, and a display control unit 143, and realizes or executes functions and operations of information processing described below. The internal configuration of the control unit 140 is not limited to the configuration illustrated in FIG. 6, and may be another configuration as long as the information processing described below is performed. In addition, the connection relationship between the processing units included in the control unit 140 is not limited to the connection relationship illustrated in FIG. 6, and may be another connection relationship.

  When the request unit 141 receives the URL of the web page from the operation control unit 142, the request unit 141 transmits an acquisition request for the web page indicated by the received URL to the content distribution server 30. Further, the request unit 141 transmits an advertisement content acquisition request to the advertisement distribution server 20 when the advertisement acquisition command is included in the web page received from the content distribution server 30.

  The operation control unit 142 performs various controls according to user operations received via the input unit 120. For example, when the user performs a web page display operation on the input unit 120, the operation control unit 142 outputs the URL of the web page to be displayed to the request unit 141. Further, the operation control unit 142 outputs the content of the user operation received through the input unit 120 to the display control unit 143. In addition, when the web page received by the display control unit 143 includes an advertisement acquisition command, the operation control unit 142 instructs the request unit 141 to transmit an advertisement content acquisition request to the advertisement distribution server 20. .

  The display control unit 143 performs a process of displaying the web page and the advertisement content on the output unit 130 according to the control information received by the operation control unit 142. For example, the display control unit 143 includes a determination unit 144 and a display unit 145 as illustrated in FIG. 6 when the control unit 140 executes the control information. The determination unit 144 and the display unit 145 are realized, for example, by executing control information using the RAM as a work area by a CPU, an MPU, or the like. That is, the determination unit 144 is realized by the determination procedure described above, and the display unit 145 is realized by the display procedure described above.

  The determination unit 144 determines the display mode of the advertisement content to be displayed in the advertisement frame according to the position where the advertisement frame is displayed in the web page displayed on the output unit 130. Specifically, the determination unit 144 receives control information distributed together with the advertisement content. In addition, the display unit 145 receives the position where the advertising space 50 is displayed in the display area of the output unit 130. In such a case, the determination unit 144 determines the display mode of the advertisement content according to the position where the advertisement frame 50 is displayed. When a plurality of advertisement contents are received as advertisement contents to be displayed on the advertisement space 50, the determination unit 144 determines a display mode corresponding to the position of the advertisement space 50 for each advertisement content.

  Hereinafter, examples of display modes determined by the determination unit 144 will be described. For example, the determination unit 144 determines the range of advertising content to be displayed on the advertising space 50 according to the position of the advertising space 50. A specific example will be described. When the advertising content 11a and the advertising content 11b are distributed, the determination unit 144 determines that the advertising space 50 is positioned at the bottom of the display area of the output unit 130. In the content 11b, an area having the same length as the horizontal width of the advertising space 50 is displayed on the advertising space 50 from the left end.

  Further, when the position of the advertising space 50 changes, the determination unit 144 calculates the above-described movement ratio, and calculates a range to be displayed on the advertising space 50 in the advertising content 11b according to the calculated movement ratio. Thereafter, the determination unit 144 notifies the display unit 145 of the range to be displayed in the advertising space 50 in the advertising content 11b.

  Further, for example, the determination unit 144 determines whether or not to display the advertising content according to the position of the advertising space 50. To describe a specific example, the determination unit 144 determines that the center position of the advertisement frame 50 is higher than the center position of the display area of the output unit 130 for the advertisement content 11a displayed in an overlapping manner with the advertisement content 11b. It is determined whether it is located.

  If the determination unit 144 determines that the center position of the advertisement frame 50 is located below the display region of the display region of the output unit 130, the determination unit 144 indicates that the advertisement content 11a is not displayed. The display unit 145 is notified. On the other hand, if the determination unit 144 determines that the center position of the advertisement frame 50 is located above the display region center position of the output unit 130, the display unit displays that the advertisement content 11a is displayed. 145 is notified.

  Further, for example, the determination unit 144 determines the transmittance when displaying the advertising content according to the position of the advertising space 50. If a specific example is demonstrated, the determination part 144 will calculate the display ratio mentioned above based on the display position of the advertising space 50. FIG. Then, the determination unit 144 notifies the display unit 145 of the calculated display ratio as the transmittance of the advertisement content C11a.

  Note that the determination unit 144 determines the display mode of the advertising content every time the position of the advertising space 50 changes. For example, the determination unit 144 may constantly acquire the position of the advertising space 50 from the display unit 145, and continuously determine the display mode of the advertising content according to the acquired position of the advertising space 50. When such processing is performed, the terminal device 100 changes the display mode of the advertising content simultaneously with the movement of the advertising space 50 by the user's scroll operation.

  In addition, for example, the determination unit 144 acquires the position after the advertisement frame 50 is moved from the display unit 145 when a predetermined time has elapsed after the user's scroll operation is completed, and the acquired advertisement frame 50 is moved. The display mode of the advertising content may be determined according to the later position. When such processing is performed, the terminal device 100 changes the display mode of the advertising content displayed in the advertising space 50 after the user's scroll operation is completed.

  The display unit 145 displays the advertising content in the advertising space 50 in the display mode determined by the determining unit 144. Specifically, the display unit 145 receives the web page and advertisement content requested by the request unit 141. In such a case, the display unit 145 displays the web page in the display area of the output unit 130 and notifies the determination unit 144 of the display position of the advertising space 50. Then, the display unit 145 displays the received advertisement content in the display mode determined by the determination unit 144.

  Further, when receiving the content of the user operation from the operation control unit 142, the display unit 145 controls the display content of the output unit 130 according to the received user operation. For example, the display unit 145 scrolls the web page C10 and the advertising space 50 according to the user operation. Then, the display unit 145 notifies the determination unit 144 of the display position of the advertising space 50 moved by the scroll operation.

  For example, the display unit 145 displays the area determined by the determining unit 144 in the advertising content 50 in the advertising content 11b. In addition, when the display unit 145 receives a notification from the determination unit 144 that the advertisement content 11a is not displayed, the display unit 145 does not display the advertisement content 11a. Further, the display unit 145 receives the notification of a new area of the advertising content 11b to be displayed in the advertising space 50 as a result of the advertising space 50 moving and the display position after the moving of the advertising space 50 being output to the determining unit 144. When it does, the area | region displayed in the advertising space 50 is moved to a new area | region among the advertising content 11b. For example, the display unit 145 moves the advertising content 11b displayed in the advertising space 50 to the left side. In addition, when the display unit 145 receives a notification to display the advertisement content 11a from the determination unit 144, the display unit 145 displays the advertisement content 11a so as to overlap with the advertisement content 11b.

  Here, the display unit 145 performs the following processing when moving the area of the advertising content to be displayed in the advertising space 50. First, the display unit 145 calculates the distance from the center position of the display area before the movement to the center position of the display area after the movement, that is, the amount of change in the display position, of the advertising content to be moved. Then, the display unit 145 moves the area of the advertisement content to be displayed in the advertisement frame 50 at a speed corresponding to the calculated distance. For example, the display unit 145 divides the distance calculated at a predetermined time interval (for example, 500 milliseconds) to calculate a movement distance per unit time (for example, 1 millisecond), that is, a movement speed. And the display part 145 moves the area | region of the advertising content displayed in the advertising space 50 with the calculated moving speed.

  In addition, when the display unit 145 receives the notification of the advertisement content transmittance from the determination unit 144, the display unit 145 displays the advertisement content with the received transmittance. For example, the display unit 145 does not display the advertisement content 11a when receiving the notification of the transparency “0%” of the advertisement content 11a, and receives the notification of the transparency “50%” of the advertisement content 11a. The advertising content 11a with the transmittance set to “50%” is displayed so as to overlap the advertising content 11b.

  The display unit 145 may always notify the display position of the advertising space 50 to the determining unit 144. However, when a predetermined time elapses after the user's scroll operation ends, the display position of the advertising space 50 is displayed. May be notified to the determination unit 144.

[6. Other display examples)
In the above, the display process by the terminal device 100 has been described using the display mode illustrated in FIG. Specifically, in the above, whenever the terminal device 100 moves the advertising space 50, the area of the advertising content 11 b displayed in the advertising space 50 is moved, and the center position of the advertising space 50 is set to the output unit 130. An example in which the advertisement content 11a is displayed so as to be superimposed on the advertisement content 11b when moved above the center position of the display area is shown. However, the embodiment is not limited to this. In the following description, another example of display processing executed by the terminal device 100 will be described with reference to FIGS.

[6-1. Other display examples (1)]
In the example described above, when the terminal device 100 displays the advertising content C11b whose horizontal display size is longer than the advertising frame 50 and whose vertical display size is the same image as the advertising frame 50, the position of the advertising frame 50 is displayed. Accordingly, the area to be displayed in the advertising space 50 in the advertising content C11b is moved in the left-right direction. However, the embodiment is not limited to this. For example, when the vertical display size of the advertising content is longer than the vertical display size of the advertising space 50, the terminal device 100 displays an advertisement displayed in the advertising space 50 according to the position of the advertising space 50. The content area may be moved in the vertical direction.

  FIG. 7 is a diagram illustrating a first variation of display processing executed by the terminal device according to the embodiment. In the example illustrated in FIG. 7, the terminal device 100 displays, as a web page C10, advertisement content C12a that is an image having a horizontal display size that is the same length as the advertising space 50 and a vertical display size that is longer than the advertising space 50. Are displayed in layers. For example, as illustrated in the first state of FIG. 7, when the lower side of the advertising space 50 is positioned below the lower side of the display area of the output unit 130, the terminal device 100 includes the advertising space 50 in the advertising content C12a. Up to an area having the same length as the vertical display size is displayed in the advertisement frame 50.

  Further, when the position of the advertising frame 50 moves to the vicinity of the center of the display area of the output unit 130 by the user's scroll operation, the terminal device 100 calculates the above-described movement rate. The terminal device 100 then displays the area of the advertising content C12a to be displayed on the advertising space 50 by the value obtained by multiplying the vertical width of the advertising space 50 from the vertical width of the advertising content C12a by the calculated movement ratio. Is moved upward on the display area. As a result, as shown in the second state in FIG. 7, the terminal device 100 also displays the area of the advertising content C12a to be displayed in the advertising space 50 according to the distance that the advertising space 50 has moved upward on the display area. , Move it up on the display area.

  Furthermore, when the position of the advertisement frame 50 is moved near the upper side of the display area of the output unit 130 by the user's scrolling operation, the terminal device 100 includes the advertisement content C12a as shown in the third state of FIG. The upper range on the display area is displayed in the advertisement frame 50. As described above, the terminal device 100 moves the area to be displayed in the advertisement frame 50 in the advertisement content C12a in the vertical direction according to the position of the advertisement frame 50.

[6-2. Other display examples (2)]
In the example described above, the terminal device 100 superimposes and displays the advertising content C11a and the advertising content C11b, and individually controls the display mode of each advertising content C11a and C11b according to the display position of the advertising space 50. . However, the embodiment is not limited to this. For example, the terminal device 100 may display three or more advertisement contents in an overlapping manner, and individually control the display mode of each advertisement content according to the display position of the advertisement frame 50.

  FIG. 8 is a diagram illustrating a second variation of the display process executed by the terminal device according to the embodiment. For example, in the example illustrated in FIG. 8, the terminal device 100 displays the advertising content C11c and the advertising content C11d, which are images having the same display size as the advertising space 50, overlaid on the advertising content C11b. Here, the advertising content C11c is an image in which only the product name “Nixxx D50” arranged on the advertising content C11a shown in FIG. 1 is arranged, and the advertising content C11d is a camera arranged on the advertising content C11a. This is an image in which only the images are arranged.

  For example, in the example illustrated in FIG. 8, the terminal device 100 calculates the display ratio described above based on the display position of the advertising space 50, and performs display processing according to control information in which the calculated display ratio is the transmittance of the advertising content C11c. Execute. In addition, when the center position of the advertisement frame 50 is located above the center position of the display area of the output unit 130, the terminal device 100 executes display processing according to the control information for displaying the advertisement content C11d. Note that the terminal device 100 displays the advertising content C11b in a display manner similar to that shown in FIG. In addition, the terminal device 100 displays the advertisement contents in the order of the advertisement content C11c, the advertisement content C11d, and the advertisement content C11b in order from the user side.

  For example, as illustrated in the first state of FIG. 8, when the lower side of the advertising frame 50 is located below the lower side of the display area of the output unit 130, the terminal device 100 starts from the left end of the advertising content C11b. The same range as the horizontal width of the advertising space 50 is displayed. Further, the terminal device 100 does not display the advertising content C11c and the advertising content C11d in the advertising space 50 when the lower side of the advertising space 50 exists below the lower side of the display area of the output unit 130.

  Subsequently, as illustrated in the second state of FIG. 8, the terminal device 100 performs a scroll operation by the user, and when the position of the advertisement frame 50 moves to the vicinity of the center of the output unit 130, Since the area displayed in the advertising space 50 is changed to the right side of the advertising content C11b, the vicinity of the center of the advertising content C11b is displayed in the advertising space 50. Further, the terminal device 100 calculates the above-described display ratio based on the display position of the advertising space 50 after movement, and displays the advertisement content C11c with the same transparency as the calculated display ratio. Further, in the example shown in the second state of FIG. 8, the terminal device 100 does not display the advertisement content C11d because the center position of the advertisement frame 50 is located below the center position of the display area.

  Subsequently, as shown in the third state in FIG. 8, the terminal device 100 is scrolled by the user, and when the position of the advertisement frame 50 moves near the upper side of the output unit 130, The advertising content C11b is moved, and the right area of the advertising content C11b is displayed in the advertising space 50. Further, the terminal device 100 calculates a display ratio based on the display position of the advertising space 50 after movement, and displays the advertising content C11c with the same transparency as the calculated display ratio. As a result, the terminal device 100 displays the advertising content C11c more clearly than the example shown in the second state.

  Further, in the example shown in the third state of FIG. 8, the terminal device 100 places the advertising content C11d in the advertising frame 50 because the center position of the advertising frame 50 after moving is located above the central position of the display area. indicate. As a result, when the advertising space 50 moves to the vicinity of the upper side of the display area, the terminal device 100 displays the right area of the advertising content C11b and displays the advertising content C11c and the advertising content C11d as the advertising content C11b. Overlay and display.

[6-3. Other display examples (3)]
In the example described above, the terminal device 100 changes the display mode of the advertisement contents C11a to C11d and C12a according to the position after the advertisement frame 50 has moved. Such processing may be performed dynamically while the user is performing the scroll operation, or may be performed after the user has finished the scroll operation. In addition, when the user changes the display mode of the advertising content after the user finishes the scroll operation, the terminal device 100 does not change the display mode of the advertising content while the advertising space 50 is moving. The display mode of the advertisement content displayed in the advertisement frame 50 will be changed later.

  FIG. 9 is a diagram illustrating a third variation of the display process executed by the terminal device according to the embodiment. Note that FIG. 9 illustrates an example of a display mode when the advertising space 50 in which the advertising content C11b is displayed is moved from the lower part of the display area to the central part by the user's scroll operation. For example, as shown in the first state of FIG. 9, the terminal device 100 displays the left region of the advertising content C11b in the advertising frame 50 when the advertising frame 50 is located at the lower part of the display region. In addition, as illustrated in the second state of FIG. 9, the terminal device 100 does not change the display mode of the advertising content C <b> 11 b displayed in the advertising space 50 while the user's scrolling operation is performed. The movement of the frame 50 is followed.

  Here, when the advertisement frame 50 is not moved for a predetermined time, or when the user's finger is moved away from the output unit 130 or the like, the advertisement frame 50 is displayed at the center of the display area. It is assumed that it was displayed in the vicinity. In such a case, as shown in the third state in FIG. 9, the terminal device 100 changes the display mode of the advertisement content C11b according to the position after the advertisement frame 50 has moved. That is, the terminal device 100 does not change the area of the advertising content C11b displayed in the advertising space 50 during the movement of the advertising space 50, and the advertisement displayed in the advertising space 50 after the advertising space 50 has been moved. The area of the content C11b is changed.

  Thus, the terminal device 100 changes the display mode of the advertisement content in accordance with the position after the advertisement frame 50 has moved. When the terminal device 100 executes such processing, the user needs to scroll the advertising space 50 little by little in order to view all the display modes of the advertisements displayed in the advertising space 50. That is, since the terminal device 100 allows the user to perform the scroll operation while being aware of the advertisement, the user's awareness can be directed to the advertisement.

[7. (Processing flow of advertisement distribution system)
Next, the procedure of display processing executed by the terminal device 100 that executed the control information will be described with reference to FIG. FIG. 10 is a flowchart illustrating an example of a flow of display processing executed by the terminal device according to the embodiment.

  In the example illustrated in FIG. 10, the terminal device 100 requests the content distribution server 30 to distribute a web page in response to a user operation, and receives the web page from the content distribution server 30 (step S101). Next, when an advertisement acquisition command is included in the distributed web page, the terminal device 100 transmits a distribution request to the advertisement distribution server 20 (step S102). Next, the terminal device 100 determines whether or not the advertisement content has been received (step S103). If it is determined that the advertisement content has not been received (step S103: No), the terminal device 100 executes step S103 again.

  Further, when receiving the advertising content (step S103), the terminal device 100 displays a web page (step S104). Next, the terminal device 100 determines whether or not the display position of the advertising space 50 has moved (step S105). When the terminal device 100 determines that the position of the advertising space 50 has moved (step S105: Yes), the terminal device 100 determines whether the advertising space 50 is displayed (step S106). If the terminal device 100 determines that the advertising space 50 is displayed (step S106: Yes), the terminal device 100 determines the display mode of the advertising content according to the display position of the advertising space 50 (step S107). Then, the terminal device 100 displays the advertising content in the advertising space 50 in the display mode determined in step S107 (step S108), and returns to the process of step S105.

  In addition, when it is determined that the advertising space 50 has not moved (step S105: No), the terminal device 100 executes step S105 again. If the terminal device 100 determines that the advertising space 50 is not displayed (step S106: No), the terminal device 100 ends the process.

[8. (Modification)
The advertisement distribution system 1 according to the above-described embodiment may be implemented in various different forms other than the above-described embodiment. Therefore, in the following, another embodiment of the advertisement distribution system 1 will be described. Note that the terminal device 100 described below performs display processing of advertising content in accordance with control information included in the advertising content.

[8-1. About display mode]
The terminal device 100 described above determines the range of the advertising content to be displayed in the advertising space 50, whether or not to display the advertising content, the transparency when displaying the advertising content, and the like according to the display position of the advertising space 50. . However, the embodiment is not limited to this. For example, the terminal device 100 may rotate, enlarge, or reduce the advertisement content displayed in the advertisement frame 50 according to the display position of the advertisement frame 50.

  As a specific example, the terminal device 100 may rotate the advertising content displayed in the advertising space 50 clockwise or counterclockwise when the advertising space 50 moves to the upper part of the display area. Further, the terminal device 100 may enlarge or reduce the advertisement content displayed in the advertisement frame 50 as the advertisement frame 50 moves to the upper part of the display area.

  Further, the terminal device 100 may change the saturation, contrast, brightness, and color tone of the advertisement content displayed in the advertisement frame 50 according to the display position of the advertisement frame 50. For example, the terminal device 100 increases the saturation of the advertising content displayed in the advertising space 50 as the advertising space 50 moves to the upper part of the display area, so that the monochrome advertising content is colored. Aspects may be realized.

  In the above-described embodiment, the terminal device 100 displays the display form of each of the advertisement contents C11a to 11d and C12a according to the position of the advertisement frame 50, either display area, transparency, or whether to display it. It was decided about one. However, the embodiment is not limited to this. For example, the terminal device 100 may determine a plurality of modes according to the position of the advertising space 50 for each of the advertising contents C11a to 11d and C12a. For example, for the advertising content C11b, the terminal device 100 changes the display area according to the position of the advertising space 50, and at the same time, the transparency, whether to display, the contrast, the brightness, the color tone, the display angle, and the enlargement again. The display mode such as reduction may be changed.

  Moreover, the terminal device 100 may move the area displayed in the advertising space 50 among the advertising contents C11a to 11d and C12a in the licking direction according to the movement of the advertising space 50. Further, the terminal device 100 may move the displayed area according to an arbitrary path set by the advertiser in accordance with the movement of the advertising space 50.

  The advertisement distribution server 20 may display the above-described display mode setting screen on the advertiser terminal 10 at the time of advertisement registration. In such a setting screen, a screen for setting which display mode change is applied for each advertising content, a screen for setting what type of display mode is changed according to the position of the advertising space 50, an advertisement A preview screen or the like indicating how the advertising content is displayed in the advertising space 50 when the main setting is performed may be arranged.

[8-2. (Multiple inventory)
The terminal device 100 described above displays the web page C10 in which the advertising space 50 is arranged, and displays the advertising contents C11a to 11d and C12a in the advertising space 50. However, the embodiment is not limited to this. For example, when a plurality of advertising spaces are arranged on the web page C10, the terminal device 100 acquires the advertising content for each advertising space, and positions the advertising content for displaying the advertising content for each advertising content. The display mode may be determined accordingly, and the advertising content may be displayed in the corresponding advertising space in the determined display mode.

[8-3. About control information)
The terminal device 100 described above performs the display process described above using control information that the advertisement distribution server 20 distributes together with the advertisement content. However, the embodiment is not limited to this. For example, the terminal device 100 receives the above-described control information from the content distribution server 30 together with the web page, and receives a display instruction for setting the display mode from the advertisement distribution server 20 together with the advertisement content. Then, the terminal device 100 may execute the control information received from the content distribution server 30 and determine the display mode of the advertisement content according to the received display instruction.

[8-4. Web page〕
Further, in the above-described embodiment, an example in which content such as advertisement content and related content and a web page are displayed in an overlapping manner is shown, but the display of advertisement content and the like is not limited to a web page. For example, the advertising content described above may be displayed on a screen of a mobile phone game or the like.

  Moreover, although the example in which the web page is vertically scrolled is shown in the above embodiment, the present invention is not limited to this example. For example, the terminal device 100 may display a web page that can be scrolled horizontally, and when the web page is scrolled horizontally, the display mode of the advertisement content or the like may be changed. For example, the terminal device 100 displays a map page, which is a web page related to a map, and when a scroll operation for moving the map page in an arbitrary direction is performed, stores and buildings on the map are displayed. You may change the display mode of the content for demonstrating.

[8-5. (Move operation)
Moreover, in the said embodiment, although scroll operation was mentioned as an example as movement operation to which a web page is moved, it is not restricted to this example. For example, the moving operation for moving the web page may be a reduction operation (for example, a pinch-in operation) for reducing and displaying the web page, or an enlargement operation (for example, a pinch-out operation) for expanding and displaying the web page. In addition, the movement target may not be a web page. For example, the above-described embodiments can be applied to a moving operation in which predetermined content (for example, an icon or a screen) is moved by a drag-and-drop operation or a scroll operation on a desktop screen or an application display screen.

[8-6. Device configuration〕
In the above embodiment, the advertisement distribution system 1 includes the advertisement distribution server 20 and the content distribution server 30. However, the advertisement distribution server 20 and the content distribution server 30 are formed as one device. May be. In this case, the advertisement distribution server 20 illustrated in FIG. 2 includes, for example, the content storage unit 32, the reception unit 34, and the distribution unit 35 illustrated in FIG. When the advertisement distribution server 20 receives a web page acquisition request from the terminal device 100, the advertisement distribution server 20 distributes a web page that does not include an advertisement acquisition command to the terminal device 100 together with the advertisement content.

  In the above embodiment, the example in which the advertisement content is distributed from the advertisement distribution server 20 to the terminal device 100 has been described. However, the content distribution server 30 may acquire the advertisement content from the advertisement distribution server 20. In this case, the request reception unit 26 of the advertisement distribution server 20 receives an advertisement content acquisition request from the content distribution server 30. The advertisement distribution server 20 distributes the advertisement content to the content distribution server 30. In addition, the content distribution server 30 distributes a web page that does not include an advertisement acquisition command to the terminal device 100 together with the advertisement content acquired from the advertisement distribution server 20.

[8-7. Terminal device operation record)
In addition, the terminal device 100 described above may transmit to the advertisement distribution server 20 a record of how much the user has operated the terminal device 100 with respect to the web page on which the advertising content according to the embodiment is displayed. Good. Specifically, the operation control unit 142 records a scroll operation performed by the user on the web page on which the advertisement content is displayed, an enlargement / reduction operation of the web page, and the like. Further, the operation control unit 142 allows the user to perform a terminal operation such as a click operation on the advertisement content, the number of times the web page has been reloaded, or a transmission operation from the terminal device (for example, writing to the SNS) for information specifying the advertisement content. Various operations performed on the apparatus 100 can also be recorded. Then, the communication unit 110 transmits information related to the operation history recorded by the operation control unit 142 to the advertisement distribution server 20.

  Then, the advertisement distribution server 20 receives information related to the operation history of the terminal device 100 distributed from the terminal device 100. Further, the advertisement distribution server 20 aggregates the received information related to the operation history of the terminal device 100, and further acquires information obtained by analyzing the information. Specifically, the advertisement distribution server 20 compares the number of scroll operations and the advertising effect index such as CTR for the advertising content with the control information according to the embodiment and the advertising content without the control information. Get etc.

  Further, the advertisement distribution server 20 may transmit information related to the operation history of the terminal device 100 to the advertiser terminal 10. Here, the operation history for the web page on which the advertising content with the control information according to the embodiment is displayed can be an index indicating the advertising effect. That is, in the web page on which the advertisement content with the control information according to the embodiment is displayed, not only the advertisement content itself is clicked by the user but also the web page of the advertisement content destination is displayed. The operation history itself indicating how much the user has performed the scrolling operation (that is, how much the user has changed the display mode of the web page) can be said to be an index indicating the user's interest in the advertising content. For example, the advertisement distribution server 20 compares the number of times the user has repeated the scroll operation, thereby indicating how much interest is generated in the advertisement when the advertisement content with the control information according to the embodiment is displayed. Can be provided. Accordingly, the advertisement distribution server 20 transmits information related to the operation history of the terminal device 100 to the advertiser terminal 10, thereby providing a report indicating an advertisement effect index for the web page on which the advertisement content according to the embodiment is displayed. Can do.

  Thereby, the advertisement delivery server 20 can show the advertiser the usefulness of the display mode of the advertisement content with the control information according to the embodiment in the terminal device 100.

[8-8. Others]
In addition, among the processes described in the above embodiment, all or part of the processes described as being automatically performed can be performed manually, or the processes described as being performed manually can be performed. All or a part can be automatically performed by a known method. In addition, the processing procedures, specific names, and information including various data and parameters shown in the document and drawings can be arbitrarily changed unless otherwise specified. For example, the various types of information illustrated in each drawing is not limited to the illustrated information.

  Further, each component of each illustrated apparatus is functionally conceptual, and does not necessarily need to be physically configured as illustrated. In other words, the specific form of distribution / integration of each device is not limited to that shown in the figure, and all or a part thereof may be functionally or physically distributed or arbitrarily distributed in arbitrary units according to various loads or usage conditions. Can be integrated and configured. For example, the request unit 141 and the operation control unit 142 illustrated in FIG. 6 may be integrated.

  Moreover, each embodiment mentioned above can be combined suitably in the range which does not contradict a process content.

[8-9. program〕
Further, the terminal device 100, the advertisement distribution server 20, and the content distribution server 30 according to the above-described embodiments are realized by a computer 1000 having a configuration as shown in FIG. 11, for example. Hereinafter, the advertisement distribution server 20 will be described as an example. FIG. 11 is a hardware configuration diagram illustrating an example of a computer that realizes the function of the advertisement distribution server. The computer 1000 includes a CPU 1100, RAM 1200, ROM 1300, HDD 1400, communication interface (I / F) 1500, input / output interface (I / F) 1600, and media interface (I / F) 1700.

  The CPU 1100 operates based on a program stored in the ROM 1300 or the HDD 1400 and controls each unit. The ROM 1300 stores a boot program executed by the CPU 1100 when the computer 1000 is started up, a program depending on the hardware of the computer 1000, and the like.

  The HDD 1400 stores programs executed by the CPU 1100, data used by the programs, and the like. The communication interface 1500 receives data from other devices via the network N and sends the data to the CPU 1100, and transmits the data generated by the CPU 1100 to other devices via the communication network 50.

  The CPU 1100 controls an output device such as a display and a printer and an input device such as a keyboard and a mouse via the input / output interface 1600. The CPU 1100 acquires data from the input device via the input / output interface 1600. In addition, the CPU 1100 outputs the generated data to the output device via the input / output interface 1600.

  The media interface 1700 reads a program or data stored in the recording medium 1800 and provides it to the CPU 1100 via the RAM 1200. The CPU 1100 loads such a program from the recording medium 1800 onto the RAM 1200 via the media interface 1700, and executes the loaded program. The recording medium 1800 is, for example, an optical recording medium such as a DVD (Digital Versatile Disc) or PD (Phase change rewritable disk), a magneto-optical recording medium such as an MO (Magneto-Optical disk), a tape medium, a magnetic recording medium, or a semiconductor memory. Etc.

  For example, when the computer 1000 functions as the advertisement distribution server 20 according to the embodiment, the CPU 1100 of the computer 1000 implements the function of the control unit 23 by executing a program loaded on the RAM 1200. The HDD 1400 stores data in the storage unit 22, that is, the advertisement database 24. The CPU 1100 of the computer 1000 reads these programs from the recording medium 1800 and executes them. However, as another example, these programs may be acquired from other devices via the communication network 50.

  When the computer 1000 functions as the terminal device 100 according to the embodiment, the CPU 1100 of the computer 1000 implements the function of the control unit 140 by executing a program loaded on the RAM 1200.

  When the computer 1000 functions as the content distribution server 30 according to the embodiment, the CPU 1100 of the computer 1000 implements the function of the control unit 33 by executing a program loaded on the RAM 1200.

[9. effect〕
As described above, the advertisement distribution server 20 according to the embodiment includes the distribution unit 28. The distribution unit 28 distributes the advertising content (an example of the second content) displayed on the advertising space 50 of the web page (an example of the first content) together with the control information to the terminal device 100. The control information includes a determination procedure for determining the display mode of the advertising content displayed in the advertising space 50 according to the position of the advertising space 50, and a display mode determined by the determination procedure. The terminal device 100 is caused to execute a display procedure for displaying content. For this reason, since the advertisement delivery server 20 can change the display mode of the advertisement content in accordance with the movement of the advertisement space 50, the advertisement effect can be improved as a result of causing the user's interest in the advertisement.

  The distribution unit 28 distributes a plurality of advertisement contents, and the control information causes the terminal device 100 to execute a determination procedure for determining a display mode for each advertisement content. For this reason, since the advertisement delivery server 20 can change the display mode of the advertisement displayed in the advertisement space 50 in various ways, as a result of causing the user's interest in the advertisement more strongly, the advertisement effect can be improved. .

  Further, the control information causes the terminal device 100 to execute a determination procedure for determining the range of the advertising content to be displayed on the advertising space 50 according to the display position of the advertising space 50. That is, since the advertisement distribution server 20 moves the advertisement content displayed in the advertisement space 50 according to the display position of the advertisement space 50, the user's interest in the advertisement is strongly increased, thereby improving the advertisement effect. Can do.

  Further, the control information causes the terminal device 100 to execute a determination procedure for determining whether or not to display the advertising content to be displayed in the advertising space 50 overlaid on other advertising content according to the display position of the advertising space 50. . That is, since the advertisement distribution server 20 can display or erase a part of the advertisement content according to the display position of the advertisement space 50, the advertisement effect is strongly increased, and as a result, the advertisement effect can be improved. it can.

  In addition, the control information executes, in the terminal device 100, a determination procedure for determining transparency when displaying the advertising content to be displayed in the advertising space 50 superimposed on the other advertising content according to the display position of the advertising space 50. Let me. That is, since the advertisement distribution server 20 changes the transparency of the advertisement content according to the display position of the advertisement space 50, the advertising effect can be improved as a result of causing the user's interest in the advertisement strongly.

  Further, when the display position of the advertising space 50 changes, the control information causes the terminal device 100 to execute a determination procedure for determining the display mode of the advertising content according to the changed display position. That is, the advertisement distribution server 20 changes the display mode of the advertisement content according to the display position after the advertisement frame 50 is moved after the movement of the advertisement frame 50 by the scroll operation or the like is completed. For this reason, the advertisement delivery server 20 can display all display modes of the advertisement content only when the user gradually scrolls while watching the advertisement. As a result, the advertisement distribution server 20 can strongly cause the user's interest in the advertisement.

  In addition, when the area of the advertising content to be displayed in the advertising space 50 is changed, the control information moves the area of the advertising content displayed in the advertising space 50 from the area before the change to the area after the change. The terminal device 100 is caused to execute a display procedure to be performed. That is, since the advertisement distribution server 20 moves the advertisement content to be displayed in the advertisement space 50, the advertising effect can be improved as a result of strongly causing the user's interest in the advertisement.

  Further, the control information causes the terminal device 100 to execute a display procedure for changing the display mode of the advertisement content displayed in the advertisement frame 50 at a speed corresponding to the amount of change in the display position of the advertisement frame 50. For example, the terminal device 100 quickly moves the advertising content C11b to be displayed in the advertising space 50 when the display position of the advertising space 50 changes significantly, and the advertising space when the display position of the advertising space 50 is small. The advertisement content C11b to be displayed within 50 is moved slowly. For this reason, the advertisement distribution server 20 can attract the user's interest in the advertisement and improve the advertisement effect.

  As described above, some of the embodiments of the present application have been described in detail based on the drawings. It is possible to implement the present invention in other forms with improvements.

  In addition, the “section (module, unit)” described above can be read as “means” or “circuit”. For example, the distribution unit can be read as distribution means or a distribution circuit.

DESCRIPTION OF SYMBOLS 1 Advertisement delivery system 10 Advertiser terminal 20 Advertisement delivery server 21, 31, 110 Communication part 22 Storage part 23, 33, 140 Control part 24 Advertisement database 25 Submission reception part 26 Request reception part 27 Advertisement selection part 28 Distribution part 30 Content Distribution server 32 Content storage unit 34 Reception unit 35 Distribution unit 100 Terminal device 120 Input unit 130 Output unit 141 Request unit 142 Operation control unit 143 Display control unit 144 Determination unit 145 Display unit

The distribution device according to the present application includes a distribution unit that distributes the second content related to the advertisement displayed in the display area included in the first content together with the control information to the terminal device, and the control information includes: When the operation of moving the first content is performed, the second content displayed in the display area is set as the moving direction of the first content according to the position where the terminal device displays the display area. The terminal device is caused to execute a determination procedure for determining an amount to be moved in different directions, and a display procedure for moving the second content displayed in the display area by an amount determined by the determination procedure. Features.

Claims (11)

A distribution unit that distributes the second content displayed in the display area included in the first content to the terminal device together with the control information,
The control information is
A determination procedure for determining a display mode of the second content displayed in the display area according to a position where the terminal device displays the display area;
A distribution apparatus that causes the terminal device to execute a display procedure for displaying the second content in the display area in a display mode determined by the determination procedure.   The distribution apparatus according to claim 1, wherein the determination procedure determines a range of second content to be displayed in the display area according to a position where the terminal device displays the display area. The distribution unit distributes a plurality of the second contents,
The distribution apparatus according to claim 1, wherein the determination procedure determines a display mode for each second content.   The determination procedure determines whether to display another second content superimposed on the second content displayed in the display area, according to a position where the terminal device displays the display area. The distribution apparatus according to claim 3.   The determination procedure determines a transmittance when displaying the second content superimposed on the second content displayed in the display area according to a position where the terminal device displays the display area. The distribution apparatus according to claim 3 or 4, wherein   In the determination procedure, when the position where the terminal device displays the display area changes, the display mode of the second content to be displayed in the display area is determined according to the changed position. The distribution apparatus according to any one of claims 1 to 5.   In the display procedure, when the area to be displayed in the display area of the second content is changed, the area of the second content to be displayed in the display area is moved from the area before the change to the area after the change. The distribution apparatus according to any one of claims 1 to 6, wherein   The display procedure changes a display mode of the second content displayed on the display area at a speed according to a change amount of a position where the terminal device displays the display area. 8. The distribution device according to any one of items 7. A terminal device,
A receiving unit that receives the second content displayed in the display area included in the first content together with the control information,
The control information is
A determination procedure for determining a display mode of the second content displayed in the display area according to a position where the terminal device displays the display area;
A terminal apparatus that causes the terminal apparatus to execute a display procedure for displaying the second content in the display area in a display mode determined by the determination procedure. A distribution method executed by a computer,
A distribution step of distributing the second content displayed in the display area included in the first content together with the control information to the terminal device;
The control information is
A determination procedure for determining a display mode of the second content displayed in the display area according to a position where the terminal device displays the display area;
A distribution method, comprising: causing the terminal device to execute a display procedure for displaying the second content in the display area in a display mode determined by the determination procedure. On the computer,
Along with the control information, a distribution procedure for distributing the second content displayed in the display area included in the first content to the terminal device is executed.
The control information is
A determination procedure for determining a display mode of the second content displayed in the display area according to a position where the terminal device displays the display area;
A distribution program that causes the terminal device to execute a display procedure for displaying the second content in the display area in a display mode determined by the determination procedure.

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