JP2020167638A - Method for providing advertisement for tv program - Google Patents

Abstract

To provide a mechanism for efficiently providing advertisements for targets while expecting recognition raising effects for advertisement contents by existing mass advertisements especially in television commercials.SOLUTION: A method for providing targeting advertisements for reception devices that receive TV programs in methods for providing advertisements for TV programs includes: determining a TV program which is a provision target for a targeting advertisement based on viewing logs of a plurality of TV programs; determining a targeting advertisement provided for the TV program; and transmitting the targeting advertisement to a specific reception device via a mobile terminal paired with the reception device.SELECTED DRAWING: Figure 14

Description

The present invention relates to a method for providing an advertisement for a television program.

Conventionally, mass advertisements such as TV commercials provided by broadcasting stations to unspecified receivers have an advantage in that they can reach more people.

On the other hand, one of the issues of mass advertising on TV is that it is not possible to efficiently provide advertisements to a fixed target, and in particular, the longer the commercials are provided, the more the viewers tend to have excess reach and frequency. There are some points, and the effect of advertising is not easily understood.

As a technique for enhancing the effect of TV commercials, a technique for simultaneously displaying a video advertisement of a TV commercial and a related online advertisement on a mobile terminal such as a user's smartphone is disclosed (for example, Patent Document 1).

Japanese Unexamined Patent Publication No. 2016-178535

However, although the above technology may be able to enhance the understanding of a specific user's advertising product and enhance the purchasing behavior of that product, mass advertising has the effect of improving the product awareness of potential targets. No mention is made of its strengths.

In this way, the targeting advertising method in the field of online advertising can reach the target accurately, but at the same time, it is difficult to find out the potential target through the advertisement. ..

Therefore, an object of the present invention is to realize a mechanism capable of efficiently providing an advertisement to a target while expecting an effect of improving awareness of an advertisement content by an existing mass advertisement, particularly in a television commercial.

According to the method of providing a TV program advertisement according to an embodiment of the present invention, it is a method of providing a TV program advertisement that provides a targeting advertisement to a receiving device that receives a TV program, and is for viewing a plurality of TV programs. Based on the log, the TV program to be provided with the targeting advertisement is determined, the targeting advertisement to be provided for the TV program is determined, and the targeting advertisement is paired with the receiving device for a specific receiving device. Send via the terminal.

According to the present invention, particularly in a television commercial, it is possible to realize a mechanism capable of efficiently providing an advertisement to a target while expecting an effect of improving awareness of the advertisement content by an existing mass advertisement.

It is a block diagram of the system by 1st Embodiment of this invention. FIG. 5 is a functional block diagram of an addressable DMP according to the first embodiment of the present invention. It is a functional block diagram which showed the detail of the control part of the addressable DMP by the 1st Embodiment of this invention. It is a figure which showed the detail of the storage of the addressable DMP by the 1st Embodiment of this invention. It is a functional block diagram of SSP by 1st Embodiment of this invention. It is a functional block diagram which showed the details of the control part and storage of the SSP by 1st Embodiment of this invention. It is a functional block diagram of the receiving device by 1st Embodiment of this invention. This is an example of a viewing log table according to the first embodiment of the present invention. This is an example of an audience rating aggregation table according to the first embodiment of the present invention. This is an example of a targeting advertisement target program storage table according to the first embodiment of the present invention. This is an example of a targeting advertisement management table according to the first embodiment of the present invention. This is an example of a targeting advertisement transmission management table according to the first embodiment of the present invention. It is a figure which showed the example of the advertisement viewing effect management table by 1st Embodiment of this invention. It is a flowchart which shows the example of the method of providing the advertisement for a television program by 1st Embodiment of this invention. It is a flowchart which shows the example of the method of collecting the viewing record of the advertisement for a television program by 1st Embodiment of this invention. It is a flowchart which shows the method of transmitting and receiving the viewing record of the advertisement for a television program by 1st Embodiment of this invention.

The contents of the embodiments of the present invention will be described in a list. The method of providing an advertisement for a television program according to an embodiment of the present invention has the following configuration.
[Item 1]
A method of providing a TV program advertisement that provides a targeted advertisement to a receiving device that receives a TV program.
Determine the TV programs to be targeted for targeted advertising based on the viewing logs of multiple TV programs.
Determine the targeting advertisement to be provided for the TV program
A method of providing an advertisement for a television program, in which the targeting advertisement is transmitted to a specific receiving device via a mobile terminal paired with the receiving device.
[Item 2]
The method for providing an advertisement for a television program according to item 1, wherein the receiving device and the mobile terminal are connected by short-range communication.
[Item 3]
The method for providing a TV program advertisement according to item 1, wherein the viewing log of the TV program advertisement is received from the receiving device via the mobile terminal.
[Item 4]
The method for providing an advertisement for a television program according to item 1, wherein a notification is received in response to the pairing of the receiving device and the mobile terminal.
[Item 5]
The method for providing a television program advertisement according to item 4, wherein the targeting advertisement is transmitted in response to receiving the notification.

(First Embodiment)
Hereinafter, a method of providing an advertisement for a television program according to the first embodiment of the present invention will be described with reference to the drawings. FIG. 1 is a configuration diagram of an advertisement providing system for a television program according to the first embodiment of the present invention.

As shown in FIG. 1, the television program advertisement providing system includes an advertiser 1, an advertising company 2 that publishes an advertisement of the advertiser 1, and a DSP (Demand Side Platform) 2 that accepts advertisements from the advertising company 2. It has an SSP 6 (Supply Side Platform) that procures advertisements by accepting an advertisement space for a TV program (suitable for addressable advertisement described later) from a broadcasting station 7 and requesting a bid for the advertisement space from DSP 2. Further, the receiver 8 includes a receiving device 8 that receives a TV program from the broadcasting station 7 via a broadcasting signal such as terrestrial digital broadcasting or via the Internet by simulcast or the like. Further, the receiving device 8 receives a mass advertisement (TV commercial) provided from the broadcasting station 7 to an unspecified viewer group together with the TV program.

Further, the TV program advertisement providing system in the present embodiment is via a TV program viewing log provided by the advertising company 2 and a terminal such as a mobile terminal or a personal computer (PC) paired with the receiving device 8. A television obtained from a viewer from a receiving device 8 in cooperation with an advertising company DMP (Data Management Platform) 4 that analyzes the obtained purchase data and location information of the viewer and executes optimized targeting advertisement planning. It has an addressable DMP5 that analyzes a program viewing log and extracts a program suitable for an addressable advertisement (a targeting advertisement for a specific viewer attribute in a receiving device that receives a broadcast signal of a TV program or the like and is connected to the Internet). In addition, the addressable DMP5 may acquire data such as purchase data and location information of the viewer obtained through the terminal such as the mobile terminal or the PC without going through the advertising company DMP4.

The receiving device 8 is provided with at least a short-range communication interface such as Bluetooth (registered trademark) and BLE (Bluetooth Low Energy), and communicates with the viewer's mobile terminal 9 (for example, a smartphone or tablet) via short-range communication. Information can be sent and received. Therefore, the mobile terminal 9 having a communication function communicates with another device (for example, SSP6, broadcasting station 7, etc.) via the Internet or a mobile communication system such as 4G or 5G, and the mobile terminal 9 is used as a router. By using a method such as tethering, the receiving device 8 may not be able to connect to the Internet due to an Internet failure or the like, even if it does not have a function capable of connecting to the Internet. And information can be sent and received.

Since the mobile terminal 9 is connected to the Internet, it is capable of at least wireless data communication with the base station, is battery-powered, and is portable, and is therefore not always installed near the receiving device 8. And. It is equipped with at least a short-range communication interface such as Bluetooth (registered trademark) and BLE (Bluetooth Low Energy), and can be a repeater (router, etc.) for Internet connection. For example, a smartphone capable of voice communication. It can be provided with computer functions such as a tablet and a PC.

The SSP 6 transmits the targeting advertisement procured from the DSP 2 to the receiving device 8 via the mobile terminal 9 for which communication has been established in advance and paired via the Internet. Here, each device constituting this system is connected via a common or local network such as the Internet. For convenience of explanation, each device is described one by one, but the number may be plural, and the present invention is not limited to this. Further, in this example, the names such as DMP, DSP, and SSP can be referred to by different names, and the system configuration can be appropriately changed without departing from the spirit of the present invention.

In the present embodiment, the receiving device 8 can be connected to a device for collecting viewing logs by the receiving device (viewing log collecting device 93 described later), and further, for collecting viewing logs. The device can have a function of collecting viewing logs of programs for each individual (personal identification device 95 described later).

Further, the devices such as the advertiser 1, the advertising company 2, and the broadcasting station 7 may be general-purpose computers such as workstations and personal computers, or may be smartphones, tablets, mobile terminals, other information terminals, and the like. Good.

FIG. 2 is a functional block diagram of an addressable DMP according to the first embodiment of the present invention. The illustrated configuration is an example, and may have other configurations.

As shown, the addressable DMP5 is connected to a database (not shown) to form part of the system. The DMP5 may be a general-purpose computer such as a workstation or a personal computer, or may be logically realized by cloud computing.

The DMP 5 includes at least a control unit 10, a memory 11, a storage 12, a transmission / reception unit 13, an input / output unit 14, and the like, and these are electrically connected to each other through a bus 15.

The control unit 10 is an arithmetic unit that controls the operation of the entire DMP 5, controls the transmission and reception of data between each element, and performs information processing necessary for application execution and authentication processing. For example, the control unit 10 is a CPU (Central Processing Unit), and executes each information processing by executing a program or the like stored in the storage 12 and expanded in the memory 11.

The memory 11 includes a main memory composed of a volatile storage device such as a DRAM (Dynamic Random Access Memory) and an auxiliary memory composed of a non-volatile storage device such as a flash memory or an HDD (Hard Disk Drive). .. The memory 11 is used as a work area or the like of the processor 10, and also stores a BIOS (Basic Input / Output System) executed when the DMP 5 is started, various setting information, and the like.

The storage 12 stores various programs such as application programs. A database (not shown) storing data used for each process may be built in the storage 12.

The transmission / reception unit 13 connects the DMP 5 to the network. The transmission / reception unit 13 may be provided with a short-range communication interface of Bluetooth (registered trademark) and BLE (Bluetooth Low Energy).

The input / output unit 14 is an information input device such as a keyboard and a mouse, and an output device such as a display.

The bus 15 is commonly connected to each of the above elements and transmits, for example, an address signal, a data signal, and various control signals.

FIG. 3 is a functional block diagram showing details of the control unit 10 of the addressable DMP5 according to the first embodiment of the present invention, and FIG. 4 is a storage 12 of the addressable DMP5 according to the first embodiment of the present invention. It is a functional block diagram which showed the details of. As described above, the control unit 10 executes the application program related to the analysis according to the present embodiment, and the module of the executed program is divided into several functional blocks as shown in the figure. Further, all or a part of the functional blocks executed by the main control unit of the server can be executed by SSP6 or a control unit (not shown) of a device on another network depending on its nature.

First, the viewing log analysis unit 41 receives the viewing log from the receiving device 8 (more specifically, the online meter 96 of the viewing log analysis device 93) via the transmission / reception unit 13. The received viewing log is stored in the viewing log storage unit 51 of the storage 12 built in the addressable DMP 5. In addition, the viewing log analysis unit 41 analyzes the viewing behavior of the viewer based on the received viewing log. When analyzing, it is also possible to refer to an individual viewing log obtained from an individual identifier (for example, a people meter).

Further, in addition to the individual viewing log, a method of separating the individual viewing log associated with a specific attribute from the viewing log acquired from one or more receiving devices installed in the household can also be used. In this case, the learning data can be stored in the learning data storage unit 52 in advance.

For example, with respect to the learning data, first, in order to determine the members who share the receiving device, the viewing log acquired from the receiving device (sample device S) acquired from the viewing log collecting device having the personal identification device described above. Based on the first viewing record data consisting of information of the members sharing the device and the viewing date and time, and based on the viewing channel, viewing date and time, and attributes (for example, classification by gender and age), the existence of attributes from the viewing channel and viewing date and time. Learn a mathematical model for calculating probabilities. Based on this learning data, the viewing log analysis unit 41 can estimate viewing by a specific individual (or attribute) from information such as the viewing channel and viewing date and time included in the viewing log of the target device.

For example, the viewing log analysis unit 41 has attributes C1 (children: 4 to 12 years old), C2 (children: 13 to 19 years old), F1 (female: 20 to 35 years old), F2 (female: 35 to 49 years old). , F3 (female: 50 years old or older), M1 (male: 20-35 years old), M2 (male: 35-49 years old), M3 (male: 50 years old or older), and the objective variables f1 (x) to f8, respectively. Corresponds to (x). Here, x is an explanatory variable (vector), and for example, f1 (x) is an objective variable indicating the probability that a member of the attribute of C1 exists among the members sharing the device. The attributes are just examples, and are not limited to the above examples. Then, the viewing log analysis unit 41 learns the relationship between the objective variables f1 (x) to f8 (x) and the explanatory variables x based on the viewing log obtained from the sample device S.

Then, the viewing log analysis unit 41 inputs a value to the explanatory variable based on the viewing log obtained from the device (target device T) for which the viewing log collecting device 93 having no personal identification device is installed, and the objective variable f1. Each value (existence probability) of (x) to f8 (x) is calculated. Then, the viewing log analysis unit 41 determines the attributes of the members of the target device T based on the calculated values (existence probability) of the objective variables f1 (x) to f8 (x). Specifically, the viewing log analysis unit 41 extracts the objective variable that is equal to or higher than the first threshold value from the values of the objective variables f1 (x) to f8 (x), and configures the attributes corresponding to the extracted objective variable. It is determined that the members share the target device. For example, in the present embodiment, the members of the device ID "001" whose existence is determined are individuals belonging to the attributes C1, F2, and M2 (individual IDs "1", "2", and "3", respectively). Suppose there is.

Next, the viewing log analysis unit 41 determines whether or not each of the viewing logs obtained from the target device T is viewed by the members (individuals belonging to the attributes C1, F2, and M2) determined for the target device. That is, the viewing log analysis unit 41 determines whether each of the users with the attributes C1, F2, and M2 determined above has viewed each of the viewing logs in different time zones (or days of the week, channels).

Prior to the process of determining the viewing of each member with respect to the device viewing log, the viewing log analysis unit 41 determines the viewing channel viewing date and time and attributes (gender, age) based on the personal viewing record data acquired from the sample device S. Based on the classification), a mathematical model for calculating the probability (viewing probability) that the target viewing log is viewed by the user of each attribute is learned.

For example, the viewing log analysis unit 41 associates the attributes of C1, C2, F1, F2, F3, M1, M2, and M3 with the objective variables g1 (x) to g8 (x). Here, y is an explanatory variable (vector), and for example, g1 (y) is an objective variable indicating whether the target log has been viewed by a member of the attribute of C1. Then, the viewing log analysis unit 41 learns the relationship between the objective variables g1 (y) to g8 (y) and the explanatory variable y based on the viewing log obtained from the sample device S.

Then, the viewing log analysis unit 41 inputs a value into the explanatory variable based on the viewing log obtained from the target device T, and shares the target device T among the objective variables g1 (y) to g8 (y). Calculate the value (viewing probability) of the objective variable corresponding to the member. In addition, the viewing log analysis unit 41 can determine that, among the calculated viewing probabilities, a user with an attribute corresponding to the viewing probability that is equal to or higher than the threshold set for the viewing log is viewing the viewing log. As a result, it is possible to obtain personal viewing logs of individuals belonging to the attributes C1, F2, and M2 (individual IDs "1", "2", and "3", respectively) based on the device viewing log.

Next, the targeting advertisement target program extraction unit 42 extracts the target program into which the targeting advertisement is inserted based on the analyzed viewing log. The extraction method will be described later. In addition, the targeting advertisement target program extraction unit 42 stores and manages the information about the extracted program in the targeting advertisement target program information storage unit 53. Here, the "targeting advertisement" refers to an advertisement that is targeted to an individual belonging to a specific viewer attribute. The "targeted advertisement target program" means a program including a targeting advertisement.

The program information sharing unit 43 notifies another device on the network, for example, SSP6, of the extracted targeted advertisement target program.

The viewing effect information generation unit 46 generates viewing effect information indicating the viewing result based on the log indicating that the targeting advertisement is displayed or viewed, which is transmitted from the receiving device 8. The received log is stored in the viewing effect information storage unit 54 as viewing effect information.

FIG. 5 is a functional block diagram of the SSP according to the first embodiment of the present invention. The illustrated configuration is an example, and may have other configurations.

As shown, the SSP 6 is connected to a database (not shown) to form part of the system. The SSP 6 may be a general-purpose computer such as a workstation or a personal computer, or may be logically realized by cloud computing.

The SSP 6 includes at least a control unit 20, a memory 21, a storage 22, a transmission / reception unit 23, an input / output unit 24, and the like, which are electrically connected to each other through the bus 25. Since the functional configuration of each component is the same as that of the addressable DMP5 of FIG. 2, description thereof will be omitted.

FIG. 6 is a functional block diagram showing details of the control unit 10 of the addressable SSP 6 according to the first embodiment of the present invention, and FIG. 7 is a storage 12 of the addressable DMP 5 according to the first embodiment of the present invention. It is a functional block diagram which showed the details of. As described above, the control unit 10 executes the application program related to the analysis according to the present embodiment, and the module of the executed program is divided into several functional blocks as shown in the figure. Further, all or a part of the functional blocks executed by the main control unit of the server may be executed by the control unit (not shown) of DSP3, broadcasting station 7, or other device on the network depending on its nature. It is possible.

The advertisement management unit 61 receives data related to the targeting advertisement from another device on the network, for example, the advertising company 2, the DSP 3, or the broadcasting station 7, and stores the data in the targeting advertisement storage unit 54.

The advertisement transmission unit 62 transmits a targeting advertisement to the receiving device 8 via a broadcast signal or a network such as the Internet.

FIG. 7 is a functional block diagram of the receiving device 8 according to the first embodiment of the present invention. The illustrated configuration is an example, and may have other configurations.

In the present embodiment, a receiving device, particularly a digital broadcasting receiving device, will be described as an example. In FIG. 8, the receiving device 8 includes a control unit 80, a memory 81, a storage 82, a browser 83, a tuner unit 84, a demodulation unit 85, a separation unit 86, a decoding unit 87, a display control unit 88, a display unit 89, and an input / output unit. It is configured to have 90 and a transmission / reception unit 91, and each component is connected by a bus 92 so that data can be transmitted / received to each other.

Further, the receiving device 8 receives the digital broadcasting signal transmitted from the broadcasting station 7 via the tuner 84, and demodulates the broadcasting signal received by the demodulation unit 85. Here, as an example of the received digital broadcast signal, a signal multiplexed and transmitted by the MPEG-TS method or the like can be mentioned.

The separation unit 86 separates the broadcast signal received by the MPEG-TS method into data such as video data and audio data, and the decoding unit 87 decodes the separated video data and audio data by the display control unit 88. In the case of video, a program video, an advertisement video, or the like is displayed on a display unit 29 of a display or the like, and in the case of audio, audio is output via a speaker (not shown) or the like. Further, the receiving device 8 has a browser 83 pre-installed, and the content received via the Internet can be displayed on the display unit 89 through the browser 83. As will be described later, the receiving device 8 can receive the targeting advertisement as content data via the Internet and display it on the display unit 89 through the browser 83.

The control unit 80 is an arithmetic unit that controls the operation of the entire receiving device 8 and controls the transmission and reception of data between each element, and performs information processing and the like necessary for executing an application and performing authentication processing. For example, the control unit 80 is a CPU (Central Processing Unit), and executes each information processing by executing a program or the like stored in the storage 82 and expanded in the memory 21.

The memory 81 includes a main memory composed of a volatile storage device such as a DRAM (Dynamic Random Access Memory) and an auxiliary memory composed of a non-volatile storage device such as a flash memory or an HDD (Hard Disk Drive). .. The memory 81 is used as a work area or the like of the processor 80, and also stores a BIOS (Basic Input / Output System) executed when the DMP 5 is started, various setting information, and the like.

The storage 82 stores various programs such as application programs. Further, the television program received by the receiving device 8 can be stored as a recording destination. A hard disk device can be used as the storage 82. Further, as the storage 22, a hard disk device can be externally attached to the receiving device 8 via the input / output unit 90 (for example, a USB interface).

The transmission / reception unit 91 connects the reception device 8 to the network by wire or wirelessly. For example, the transmission / reception unit 91 includes a short-range communication interface of Bluetooth (registered trademark) and BLE (Bluetooth Low Energy).

The input / output unit 90 includes a USB interface, an HDMI interface, and the like, and serves as an interface for connecting to an external device such as a hard disk device and a recording device. Further, depending on the receiving device 8, the viewing log collecting device 93 is connected via the input / output device 90. More specifically, the viewing log collecting device 93 includes a channel sensor 94, a personal identification device 95, and an online meter 96.

The channel sensor 94 is linked to the on / off state of the power supply of the receiving device 8 and is connected to the audio output terminal of the receiving device 8 to extract the audio output from the receiving device 8 and view the audio from the characteristics of the audio. Recognize the channel that the person is currently tuning to. Further, the personal identification device 95 (for example, a people meter) has a button for identifying a member who shares the device in conjunction with the power supply state of the receiving device 8 and shares the device, like the channel sensor. Each member presses a button assigned to him / her when he / she watches a program. As a result, the personal identifyr can identify the member who is watching the program. For example, as members, C1 (child: 4 to 12 years old), C2 (child: 13 to 19 years old), F1 (female: 20 to 35 years old), F2 (female: 35 to 49 years old), F3 (female: female: It is possible to identify a viewer group belonging to attributes such as M1 (male: 20-35 years old), M2 (male: 35-49 years old), and M3 (male: 50 years old or older). The personal identification device does not have to be included in the viewing log collecting device when only the device-based viewing is specified. Further, the online meter 96 collects information on the specified channel (program) and the individual (or the device if the individual is not specified) as a viewing log, and transmits the information to the addressable DMP5 via the Internet or the like. In addition, the online meter 96 can collect material logs at 1-minute intervals and send them to the addressable DMP5 at any time, but it is also possible to accumulate viewing logs in 1-minute increments and send them to the addressable DMP5 by batch processing. it can. As described above, the receiving device 8 may not be equipped with the viewing log collecting device. Further, another means can be used as the viewing log collecting device, and the receiving device 8 can have a similar function built-in.

FIG. 8 is an example of a viewing log table according to the first embodiment of the present invention. The viewing log table 100 shown in FIG. 8 shows a device ID, an individual ID specified by a method of identifying an individual by an individual identifying device 95, an attribute of the individual, a date and time of a channel (program) viewed by the individual, and a channel. Stores information about. Here, when the channel is "0", it means that the individual did not watch. In addition, when the household and the device are uniquely linked, such as when only one receiving device is provided in each household, it is possible to use the household ID instead of the device ID.

FIG. 9 is an example of an audience rating aggregation table according to the first embodiment of the present invention. The program-specific audience rating aggregation table 200 shown in FIG. 9 stores audience rating information for each program and for each attribute. For example, in the example of the table 200, the audience rating (%) of the program A is 1.1% for C1, 1.2% for C2, 2.4% for M1, and the like.

FIG. 10 is an example of a targeted advertising target program management table according to the first embodiment of the present invention. The targeting advertisement target program storage table 300 shown in FIG. 10 stores the program extracted as the targeting advertisement target and the information of the attribute targeted for the program. For example, in the example of table 300, it is shown that the targeted attributes for program C are M3 and F2. In addition, this table can also store information about an advertising space (for example, "July 13th, 8:30 am to 15 seconds") on which the targeted advertisement is provided.

FIG. 11 is an example of a targeted advertisement management table according to the first embodiment of the present invention. The targeting advertisement management table 400 shown in FIG. 11 stores information on the targeting advertisement submitted for the program targeted by the targeting advertisement and the attributes targeted by the advertisement. For example, in the example of Table 400, advertisements AA and AB are submitted to the program C, the advertisement AA is targeted to the viewer group of the attribute M3, and the advertisement AB is targeted to the viewer group of the attribute F2. It shows that it is.

FIG. 12 is an example of a targeting advertisement transmission management table according to the first embodiment of the present invention. The targeting advertisement transmission management table 500 shown in FIG. 12 stores the program C, the advertisement provided in the program C, the targeted attribute, and the ID for identifying an individual. For example, in the example of the table 500, for the program C, the advertisement AB is transmitted to the individual having the attribute F2, the device ID is "001", and the personal ID is "2", in a predetermined advertising space. Is shown. Here, as the transmission setting, as described above, the setting by specifying the time, the setting by the delivery period, the upper limit of the number of impressions and the quota are set, and the setting of continuing to transmit until the predetermined number of impressions is satisfied in the target program, desired. It is also possible to store information such as settings that continue to be transmitted until the attribute is actually viewed. Here, as an individual who sends a targeting advertisement, not only the individual identified by the personal identification device but also the above-mentioned method of separating the individual viewing log associated with a specific attribute from the viewing log for each device is used. It is also possible to set the advertisement to be sent to the individual who will watch the program providing the advertisement based on the estimated personal viewing log (for example, the viewing channel, the viewing time, and the time zone).

FIG. 13 is a diagram showing an example of an advertisement viewing effect management table according to the first embodiment of the present invention. The advertisement viewing effect management table 600 shown in FIG. 13 stores information on the targeting advertisement for each program and information indicating whether or not the targeting advertisement has been viewed by the individual to whom the targeting advertisement has been delivered (specified by the device ID and the personal ID). To do. For example, in the example of the table 600, the advertisement AB delivered to the predetermined advertising space is viewed by the targeted individual (specified by the device ID "001" and the personal ID "2") for the program C (TRUE). ) Is shown.

FIG. 14 is a flowchart showing an example of a method of providing an advertisement for a television program according to the first embodiment of the present invention. The process according to the present method is realized, for example, by executing the program stored in the memory 11 of the addressable DMP 5 in the control unit 10 or the program stored in the memory 21 of the SSP 6 in the control unit 20. Alternatively, the addressable DMP5 or SSP6 and another server or device may cooperate to perform the present process in a distributed manner, or the other server or device may independently execute the present process.

First, the viewing log analysis unit 41 of the control unit 10 of the addressable DMP 5 analyzes the viewing log received from the viewing log collecting device 93 of the receiving device 8 via the mobile terminal 9 (S101). For example, the viewing log analysis unit 41 refers to an individual viewing log obtained from an individual identifier (for example, a people meter), and totals the audience rating of each attribute for each program. For example, the viewing log analysis unit 41 is based on the individual program viewing log associated with each individual ID shown in the viewing log table 100 of FIG. 8, for each program as shown in the program-specific audience rating aggregation table 200 of FIG. Generate audience rating information for each attribute of.

As another example, the viewing log analysis unit 41 uses a method of separating the individual viewing log associated with a specific attribute from the viewing log for each device in addition to the individual viewing log obtained from the personal identifier. Based on the estimated individual viewing log, it is also possible to generate the audience rating information for each program as shown in the program-specific audience rating aggregation table 700 of FIG. According to this example, since the audience rating information obtained from a wider range of devices can be used than the audience rating log obtained from the personal identification device, more accurate audience rating information can be obtained.

Subsequently, the targeting advertisement target program extraction unit 42 of the addressable DMP5 extracts the target program to which the targeting advertisement is delivered (S102). For example, the targeting advertisement target program extraction unit 42 refers to the program-specific audience rating aggregation table 200 shown in FIG. 9, and while the programs A and B have little variation in the audience rating for each attribute, the programs C and D However, it is specified that the audience rating of the viewer group of a specific attribute is outstanding compared to the audience rating of other attributes. In particular, for program C, the audience rating of M3 is 5.7 and the audience rating of F2 is 4.7, and for program D, the audience rating of C2 is 5.7 and the audience rating of F2 is 4.7. In addition, it can be seen that the audience rating is significantly higher than that of other attributes. This tendency indicates that there is an opportunity to efficiently provide targeted advertisements to a viewer group of a specific attribute in a certain program, and the program extraction unit 42 displays such a program as a targeted advertisement. Extract as a program suitable for providing. That is, in the example of FIG. 9, the program extraction unit 42 extracts the programs C and D as the targeted advertising target programs. Here, as a criterion for showing that the audience rating of the audience rating of a specific attribute is significantly higher than that of other attributes, an absolute threshold value is used, or a threshold value relative to the overall audience rating of the program is used. Can be done.

Next, the program information sharing unit 43 of the addressable DMP5 shares information related to the extracted targeted advertising target program (S103). For example, the program information sharing unit 43 notifies or shares information related to the extracted targeted advertising target program to other devices on the network, for example, SSP 6 or broadcasting station 7. As the information to be shared, for example, as shown in the targeting advertisement target program storage table 300 shown in FIG. 10, "Program C has a viewer group with attributes M3 and F2, and has an advertising space suitable for targeting advertisement." , Etc. can be mentioned. As a result, devices such as the SSP 6 and the broadcasting station 7 can grasp a program suitable for the targeting advertisement, and when it is decided that the program is the target program for delivering the targeting advertisement, the device becomes the DSP 3 or the advertising company 2. In cooperation with each other, it is possible to offer the advertisement submission to the advertiser 1. For example, the advertising company 2 offers the advertiser 1 an offer such as "Program C seems to have XX viewers with attributes M3 and F2, so why not buy a targeted advertising space for XX yen?" Can be presented.

Subsequently, the advertisement management unit 61 of the SSP 6 stores the submitted targeting advertisement in the storage (S104). For example, when an advertising company submits advertising data for a targeted advertisement, the advertising data is transmitted to the SSP 6 via the DSP 3 and stored in the storage of the SSP 6. Here, in addition to advertising companies, broadcasting stations and advertisers can directly upload advertising data. For example, the stored advertisement data for the targeted advertisement can be confirmed by one or more broadcasting stations that broadcast the targeted advertisement via the Internet. The advertisement data can be stored in, for example, the MP4 / MPEG4 format. In addition, it is possible to store in different resolution formats such as broadcast resolution, ultra-high resolution, standard resolution, and low resolution, and to store in different compression formats and file sizes according to the communication conditions such as low-speed line and high-speed line. preferable. Through the above series of processes, the preparation for delivering the targeted advertisement to the receiving device is completed.

FIG. 15 is a flowchart showing an example of a method of collecting viewing results of advertisements for television programs according to the first embodiment of the present invention. The process according to the present method is, for example, by executing the program stored in the memory 21 of the SSP 6 in the control unit 20, or by executing the program stored in the memory 11 of the addressable DMP 5 in the control unit 10. It will be realized. Alternatively, the SSP 6 or the addressable DMP 5 and another server or device may cooperate to perform the distributed processing of this processing, or the other server or device may independently execute the processing. For example, the process executed by SSP6 can be executed by an advertisement distribution server such as an ad server.

First, the advertisement transmission unit 62 of the control unit 20 of the SSP 6 distributes the targeting advertisement data stored in the targeting advertisement storage unit 71 to the receiving device 8 via the mobile terminal 9 (S201). For example, the advertisement transmission unit 62 refers to the targeting advertisement transmission management table 500 shown in FIG. 12 and transmits the advertisement data to the receiving device 8 for viewing by the individual targeting the advertisement data during or in advance of the program broadcasting. Here, in the present embodiment, since the receiving device 8 is not normally connected to the Internet, the SSP 6 receives the signal when the receiving device 8 communicates with the mobile terminal 9 and is paired. The device 8 receives a notification that the receiving device 8 is ready to receive the targeted advertisement.

When the advertising space for transmitting the targeting advertisement is determined, for example, in the program C, the advertisement data related to the advertisement AB is sent to the receiving device 8 to be viewed by the individual specified by the device ID "001" and the personal ID "2". On the other hand, the advertisement is transmitted at the time of the advertising space "8:30 on July 13" or the time in advance. When the advertisement data is pre-transmitted to the receiving device 8, the advertising data is temporarily stored in the memory of the receiving device 8 and the targeting advertisement is displayed at the time of the predetermined advertising space. In another example, the receiving device 8 for displaying the targeting advertisement can also transmit the advertisement reception request to the SSP 6 at a predetermined timing. In yet another example, the broadcasting station 7 can also transmit the targeting advertisement together with the television program to the receiving device 8 via the broadcasting signal. Further, when the broadcasting station 7 distributes a TV program on the Internet for simulcasting or overlooked viewing, the targeting advertisement may be transmitted to the receiving device 8 via the mobile terminal 9 via the Internet together with the TV program. it can.

The advertisement data related to the transmitted targeting advertisement is displayed on the display unit 89 of the receiving device 8 via the browser 83. For example, when the TV program is a linear broadcast, the TV program itself is displayed on the display unit 89 of the receiver 8 via the broadcast signal, whereas the targeting advertisement is displayed on the browser 83 via the Internet. It is displayed on the display unit 29 via. As a display form, the video of the targeting advertisement can be displayed so as to overlay the video of the TV program displayed via the broadcast signal. In another example, when the targeting advertisement is transmitted together with the TV program via the broadcast signal, the broadcast signal including the targeting advertisement is decoded by the decoding unit 87 after undergoing a predetermined process in the receiving device 8. As a result, the targeting advertisement is displayed on the display unit 89.

In this way, the system as a whole reaches a wide range of viewers with specific attributes while providing mass advertising to an unspecified number of viewers in order to maintain the effect of raising awareness of advertising products and services. You can enjoy the merits of both TV advertising and Internet advertising, such as being able to provide targeting advertisements targeting individuals with that attribute to the receiving device associated with the individual.

Further, in one TV program, the ad space that provides the targeting advertisement to a specific receiving device can be one frame of a plurality of ad space, and the number of times is increased according to the specified number of impressions. You can also do it.

Subsequently, the viewing effect information generation unit 44 of the addressable DMP 5 receives a viewing log from the receiving device 8 via the mobile terminal 9 whether or not the transmitted targeting advertisement has been viewed (S202). For example, when viewing a program, the viewer presses a button assigned to him / her in the personal identification device (for example, a people meter) of the viewing log collecting device 93 installed in the receiving device 8. By this means, the personal identifyr can identify the member who is watching the program, so that the addressable DMP5 can provide information on whether or not the targeting advertisement was viewed at the time when the targeting advertisement was delivered. It can be acquired as a viewing log. Alternatively, as described above, it is also possible to receive the personal viewing log estimated by using the method of separating the personal viewing log associated with a specific attribute from the viewing log for each device. As described above, the receiving device 8 may be equipped with the function of the viewing log collecting device 93 (including the function of the personal identification device). Further, here, instead of the method of identifying the member by the personal identification device, the viewer registers the individual identification information of the viewer in the application or the like installed on the mobile terminal 9, and the mobile terminal 9 is the receiving device. By transmitting the viewing log received from No. 8 to the addressable DMP5 together with the personal identification information via the application, the addressable DMP5 can receive the viewing log together with the information for identifying the member.

The viewing effect information generation unit 44 generates viewing effect information indicating the viewing record of the advertisement from the viewing log (S203). For example, the viewing effect information generation unit 44, as shown in the advertisement viewing effect management table 600 shown in FIG. 13, has information on the targeting advertisement for each program and an ID that identifies the individual to whom the targeting advertisement has been delivered (in this example, "" "Device ID" and "individual ID") and information indicating whether or not the video was viewed by an individual (member) are generated and stored in the viewing effect information storage unit 54. For example, in the example of table 600, for program C, it is shown that the targeted individual (specified by the device ID "001" and the personal ID "2") has watched the advertisement AB (TRUE). On the other hand, the table shows that in the program C, the individual (specified by the device ID "002" and the personal ID "2") did not watch the advertisement (FALSE). Here, as viewing effect information indicating the viewing record, it is also possible to generate information obtained by accumulating the number of contacts of the targeted individual for each advertisement.

The viewing effect information generation unit 44 shares the generated viewing effect information with other devices as the viewing record of the advertisement (S204). For example, the viewing effect information generation unit 44 transmits information indicating the result of viewing the advertisement as shown in FIG. 13 to the SSP 6, the broadcasting station 7, and the like as the distribution record. In this way, it is possible to know whether the provided advertisement was actually viewed by the targeted audience.

In the present embodiment, a mode in which a targeting advertisement is transmitted from the addressable DMP 5 to the receiving device 8 and a viewing log is acquired from the receiving device 8 has been described as an example, but the present invention is not limited to this, and for example, The advertising company DMP4 or the broadcasting station 7 acquires the viewing log directly from the receiving device (via the mobile terminal 9), determines the receiving device to which the targeting advertisement is delivered based on the viewing log, and the receiving device. It is also applicable to the aspect of transmitting a targeting advertisement to the user. For example, a broadcasting station embeds a tag in BML that displays data broadcasting, collects a program viewing log from a receiving device, determines a delivery destination of a targeting advertisement based on the viewing log, and transmits the targeting advertisement. Applicable.

FIG. 16 is a flowchart showing an example of a method of transmitting and receiving viewing results according to the first embodiment of the present invention.

First, communication is established between the receiving device 8 and the mobile terminal 9, and pairing of both devices is executed (S301). For example, short-range communication (for example, Bluetooth (registered trademark)) can be established between both devices by setting communication such as tethering on the mobile terminal 9. Here, when a dedicated application is installed on the mobile terminal 9, the above settings can also be made via the communication setting or pairing setting screen in the application.

Further, in another example, as a connection method between the receiving device 8 and the mobile terminal 9, the receiving device 8 confirms the network connection state at regular intervals, searches the mobile terminal by the wireless network search function, and receives the receiving device 8. The connection is established by detecting the mobile terminal 9 near the device and hand-shaking it by short-range wireless communication such as Bluetooth. As a result, the receiving device 8 can communicate with the server side. Then, the mobile terminal 9 can be disconnected from the receiving device 8 by a predetermined distance or when the short-range wireless communication function is turned off.

When communication is established between the receiving device 8 and the mobile terminal 9 and pairing is performed, the receiving device 8 transmits a notification to the addressable DMP 5 via the dismantling terminal 9 (S302-S303). ). For example, the notification can indicate that it is ready to receive the targeted advertisement, but is not limited to this. It is also possible to send a notification after a certain period of time has passed after pairing.

Upon receiving the notification (S304), the addressable DMP5 transmits the targeting advertisement data to the receiving device 8 via the mobile terminal 9 (S305-306). When the receiving device 8 receives the targeting advertisement (S307), the receiving device 8 displays the targeting advertisement at a predetermined timing. Here, the mobile terminal 9 can also display the targeting advertisement received at a predetermined timing via an application installed on the terminal or the like. Further, here, in order to reduce the communication capacity due to the transmission of the target advertisement data, the addressable DMP 9 can, for example, confirm the advertisement data transmitted to the receiving device 8 in advance and transmit only the non-overlapping advertisement data, and targeting. It is also possible to set the number of times the advertisement is transmitted to the receiving device 8 connected to the Internet to be less than the number of times.

Subsequently, the receiving device 8 transmits a viewing log indicating whether or not the viewer has viewed the targeted advertisement to the addressable DMP5 via the mobile terminal 9 (S308-309), and the addressable DMP5 receives the viewing log. (S310). Here, as described above, the receiving device 8 can transmit the viewing log of the individual specified by the viewing log collecting device 93 as the viewing log. Further, when the viewer has registered the individual identification information of the viewer in the application or the like pre-installed in the mobile terminal 9, the application is added to the viewing log received by the mobile terminal 9 from the receiving device 8. It is also possible to add personal identification information and transmit the viewing log together with the personal identification information to the addressable DMP5. Further, when the viewing log collecting device 93 has a communication function such as short-range communication, the viewing log can be transmitted directly to the addressable DMP 9 via the mobile terminal 9 without going through the receiving device 8.

In this way, even a receiving device that is not connected to the Internet can receive the targeting advertisement and transmit the viewing log via the paired mobile terminal.

The above-described embodiments are merely examples for facilitating the understanding of the present invention, and are not intended to limit the interpretation of the present invention. It goes without saying that the present invention can be modified and improved without departing from the spirit thereof, and the present invention includes an equivalent thereof.

1 Advertiser equipment 2 Advertising company equipment 3 DSP
4 Advertising company DMP
5 Addressable DMP
6 SSP
7 Broadcasting station 8 Receiver 9 Mobile terminal

Claims (5)

A method of providing a TV program advertisement that provides a targeted advertisement to a receiving device that receives a TV program.
Determine the TV programs to be targeted for targeted advertising based on the viewing logs of multiple TV programs.
Determine the targeting advertisement to be provided for the TV program
A method of providing an advertisement for a television program, in which the targeting advertisement is transmitted to a specific receiving device via a mobile terminal paired with the receiving device. The method for providing an advertisement for a television program according to claim 1, wherein the receiving device and the mobile terminal are connected by short-range communication. The method for providing a TV program advertisement according to claim 1, wherein the viewing log of the TV program advertisement is received from the receiving device via the mobile terminal. The method for providing an advertisement for a television program according to claim 1, wherein a notification is received in response to the pairing of the receiving device and the mobile terminal. The method for providing a television program advertisement according to claim 4, wherein the targeting advertisement is transmitted in response to receiving the notification.