JP2020167644A - Method for providing advertisement for tv program - Google Patents

Abstract

To increase the understanding of specific users about advertised products and raise the product awareness of potential targets for those products.SOLUTION: A method for providing advertisements for TV programs that inserts targeting advertisements different from predetermined advertisements in an advertisement frame for TV programs includes: determining a TV program which is a target for inserting a targeting advertisement of a plurality of TV programs; determining an advertisement frame into which the targeting advertisement is inserted among a plurality of advertisement frames held by the TV program; and inserting the targeting advertisement into the advertisement frame for some reception devices among a plurality of reception devices that view the TV program.SELECTED DRAWING: Figure 11

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.

One embodiment of the present invention is a method of providing an advertisement for a television program in which a targeting advertisement different from a predetermined advertisement is inserted into an ad space of the television program, and is a target for inserting the targeting advertisement among a plurality of television programs. Of the plurality of advertising slots possessed by the television program, the advertising space into which the targeting advertisement is inserted is determined, and some of the receiving devices among the plurality of receiving devices for viewing the television program. In response to the above, the targeting advertisement is inserted into the ad space.

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. It is a functional block diagram of the management server according to the 1st Embodiment of this invention. It is a functional block diagram of the receiving apparatus according to 1st Embodiment of this invention. It is a functional block diagram which showed the detail of the control part of the management server by 1st Embodiment of this invention. It is a functional block diagram which showed the detail of the storage of the management server 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 targeted advertising target program management 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. 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 conceptual diagram concerning the method of providing the television program advertisement by the 2nd Embodiment of this invention. It is a flowchart which shows the example of the method of providing the television program advertisement by the 2nd Embodiment of this invention. It is a block diagram of the system by the 3rd Embodiment of this invention. It is a functional block diagram of the billing server according to the 3rd Embodiment of this invention. It is a functional block diagram which showed the detail of the control part of the billing server by the 3rd Embodiment of this invention. This is an example of an advertising fee management table according to a third embodiment of the present invention. It is a flowchart which shows the example of the advertisement fee billing method of the television program advertisement by the 3rd 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]
It is a method of providing a TV program advertisement that inserts a targeting advertisement different from a predetermined advertisement into the TV program inventory.
Among a plurality of TV programs, a TV program to which a targeting advertisement is inserted is determined, and among a plurality of advertising spaces possessed by the TV program, an advertising space into which the targeting advertisement is inserted is determined.
A method of providing an advertisement for a television program, in which the targeting advertisement is inserted into the ad space for some of the receiving devices among a plurality of receiving devices for viewing the television program.
[Item 2]
The method for providing an advertisement for a television program according to item 1, wherein the receiving device corresponds to a household.
[Item 3]
The method for providing an advertisement for a television program according to item 1, wherein the partial receiving device is a receiving device associated with a viewer belonging to a predetermined attribute.
[Item 4]
The television according to item 1, wherein the plurality of advertising spaces are composed of an advertising space in which the targeting advertisement is inserted and an advertising space in which an advertisement that is commonly viewed by all the plurality of receiving devices is inserted. How to provide advertisements for programs.
[Item 5]
The method for providing a TV program advertisement according to item 1, wherein the TV program is provided to a receiving device by a broadcast signal, and the targeting advertisement is received by the partial receiving device via the Internet.
[Item 6]
The method for providing an advertisement for a television program according to item 1, which provides information regarding an advertising space into which the targeting advertisement is inserted.
[Item 7]
The method for providing an advertisement for a television program according to item 1, wherein the information indicating that the inserted targeting advertisement has been viewed is received from a receiving device of any of the receiving devices.

(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 has a management server 1 that accumulates viewing logs from a receiving device and extracts programs suitable for the target of the targeting advertisement, and a network such as the Internet on the server 1. It has a broadcasting station terminal 2 connected via, an advertising agency terminal 3 (or an advertiser terminal), and an advertising DB 4 for storing a targeting advertisement. In addition, the system connects to a plurality of receiving devices (for example, digital broadcasting receiving devices such as receiving devices 6A, 6B, 6C) via a network. For convenience of explanation, each of the management server 1, the broadcasting station terminal 2, the advertiser terminal 3, and the advertising DB 4 is described for one unit, but the number may be plural, and the number is not limited thereto. Further, as for the receiving device 6, three devices are described, but the number of the receiving devices 6 is not limited to a plurality.

Further, as shown in FIG. 1, the broadcasting station 5 transmits and broadcasts a broadcast signal in the form of terrestrial digital broadcasting or the like, including data related to a television program or an advertisement (for example, a television commercial) included in the television program. The signal is received by the receiving devices 6A to 6C via a relay station or the like.

In the present embodiment, the receiving devices 6A to 6C include a receiving device (or a set of devices) for collecting viewing logs for each household, which is included in the household. It also includes a receiving device with a device equipped with a function to collect viewing logs of programs for each individual. It also includes a receiving device that does not have a device for collecting such viewing logs.

Further, the broadcasting station terminal 2 and the advertiser terminal 3 may be general-purpose computers such as workstations and personal computers, or smartphones, tablets, mobile terminals, other information terminals, and the like.

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

As shown, the management server 1 is connected to a database (not shown) to form part of the system. The server 1 may be a general-purpose computer such as a workstation or a personal computer, or may be logically realized by cloud computing.

The server 1 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 server 1, 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 server 1 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 server 1 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 of the receiving device 6 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. 3, the receiving device 6 includes a control unit 20, a memory 21, a storage 22, a browser 23, a tuner unit 24, a demodulation unit 25, a separation unit 26, a decoding unit 27, a display control unit 28, a display unit 29, and an input / output unit. 30. It is configured to have a transmission / reception unit 31, and each component is connected by a bus 32 so that data can be transmitted / received to each other.

Further, the receiving device 6 receives the digital broadcasting signal transmitted from the broadcasting station 5 via the tuner unit 24, and demodulates the broadcasting signal received by the demodulating unit 25. 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 26 separates the broadcast signal received by the MPEG-TS method into data such as video data and audio data, and the decoding unit 27 decodes the separated video data and audio data by the display control unit 28. In the case of video, a program video, an advertisement video, or the like is displayed on a display unit 29 such as a display, and in the case of audio, audio is output via a speaker (not shown) or the like. In addition, the receiving device 6 has a browser 23 pre-installed, and the content received via the Internet can be displayed on the display unit 29 through the browser 23. As will be described later, the receiving device 6 can receive the target advertisement as content data via the Internet and display it on the display unit 29 through the browser 23.

The control unit 20 is an arithmetic unit that controls the operation of the entire receiving device 6, 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 20 is a CPU (Central Processing Unit), and executes each information processing by executing a program or the like stored in the storage 22 and expanded in the memory 21.

The memory 21 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 21 is used as a work area or the like of the processor 20, and also stores a BIOS (Basic Input / Output System) executed when the server 1 is started, various setting information, and the like.

The storage 22 stores various programs such as application programs. Further, the television program received by the receiving device 6 can be stored as a recording destination. A hard disk device can be used as the storage 22. Further, as the storage 22, a hard disk device can be externally attached to the receiving device 6 via the input / output unit 30 (for example, a USB interface).

The transmission / reception unit 31 connects the reception device 6 to the network by wire or wirelessly. The transmission / reception unit 31 may be provided with a short-range communication interface of Bluetooth (registered trademark) and BLE (Bluetooth Low Energy).

The input / output unit 30 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 6, the viewing log collecting device 33 is connected via the input / output device 30. More specifically, the viewing log collecting device 33 includes a channel sensor 34, a personal identification device 35, and an online meter 36.

The channel sensor 34 is linked to the on / off state of the power supply of the receiving device 6 and is connected to the audio output terminal of the receiving device 6 to extract the sound output from the receiving device 6 and watch the sound from the characteristics of the sound. Recognize the channel that the person is currently tuning to. Further, the personal identification device 35 (for example, a people meter) has a button for identifying a member of the household in conjunction with the power supply state of the receiving device 6 like the channel sensor, and each member of the household. Presses a button assigned to him when watching 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 viewing by the household is specified. Further, the online meter 36 collects information on the specified channel (program) and the individual (or household if the individual is not specified) as a viewing log, and transmits the information to the management server 1 via the Internet or the like. Further, the online meter 36 can collect the material log at 1-minute intervals and send it to the management server 1 at any time, but the viewing log is accumulated in 1-minute increments and transmitted to the management server 1 by batch processing. You can also do it. As described above, the receiving device 6 may not be equipped with the viewing log collecting device. In that case, the viewing log is transmitted via the Internet through the viewer's input to the TV program guide written in HTML format or BML format, the program guide application, or other data broadcasting screen built in the receiving device 6. You can also collect it. Further, another means can be used as the viewing log collecting device, and the receiving device 6 can be provided with the same function.

FIG. 4 is a functional block diagram showing details of the control unit 10 of the management server 1 according to the first embodiment of the present invention, and FIG. 5 is a functional block diagram of the management server 1 according to the first embodiment of the present invention. It is a functional block diagram which showed the detail of the storage 12. 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 the receiving device 6 or the control unit (not shown) of a device on another network depending on its nature. is there.

First, the viewing log analysis unit 41 receives the viewing log from the receiving device 6 (more specifically, the online meter of the viewing log analysis device 33) 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 management server 1. 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 for each household can also be used. In this case, the learning data can be stored in the learning data storage unit 52 in advance. Regarding the learning data, the attributes are based on the viewing channel, viewing date and time, and attributes (for example, classification by gender and age) based on the viewing log of the individual identified by the above-mentioned personal identification device. Learn a mathematical model for calculating the existence probability of. 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 for each household.

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 in the household. The attributes are just examples, and are not limited to the above examples. Then, the viewing log analysis unit 41 explains that the objective variables f1 (x) to f8 (x) are based on the viewing log obtained from the sample household S in which the viewing log collecting device 33 having the personal identification device is installed. Learn the relationship with the variable x.

Then, the viewing log analysis unit 41 inputs a value into the explanatory variable based on the viewing log obtained from the household in which the viewing log collecting device 33 having no personal identification device is installed, and the objective variables f1 (x) to f8. Each value (existence probability) of (x) is calculated. Then, the viewing record analyzer determines the attributes of the members of the target household 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 among the values of the objective variables f1 (x) to f8 (x), and configures the attributes corresponding to the extracted objective variable. Determine that the member exists in the target household.

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 included in a certain program and is different from a predetermined advertisement that is scheduled to be broadcast from a broadcasting station to a receiving device, and is targeted to an individual with a specific attribute. Refers to advertising. The "targeted advertisement target program" means a program including the targeting advertisement.

The program information sharing unit 43 notifies other terminals on the network, for example, a broadcasting station terminal 2, or shares the extracted targeted advertisement target program with the advertisement DB 4 accessed from each terminal.

The advertisement management unit 44 receives data related to the targeting advertisement from another terminal on the network, for example, the advertisement agency terminal 3 (or the advertiser terminal) or from the advertisement DB 4, and stores the data in the targeting advertisement storage unit 54.

The advertisement transmission unit 45 transmits the targeting advertisement to the receiving device 6 via the network.

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 6. The received log is stored in the viewing effect information storage unit 55 as viewing effect information.

FIG. 6 is an example of a viewing log table according to the first embodiment of the present invention. The viewing log table 600 shown in FIG. 6 shows a household ID, an individual ID specified by a method of identifying an individual by an individual identifying device 35, 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. As described above, the same viewing log is displayed through the viewer's input (for example, program viewing selection, program detail screen display selection, etc.) for the program guide built in the receiving device 6, regardless of the personal identification device. You can also collect it. In that case, the management server 1 can prepare an account for each user for one receiving device and manage the user profile (gender, age, favorite program genre, actor, etc.) in association with the account. The management server 1 is linked to the individual user by logging in to the program guide (or a program guide application that can collect viewing logs) in advance with the account and viewing while performing input operations on the program guide. You can collect the viewing log.

FIG. 7 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 700 shown in FIG. 7 stores audience rating information for each program and for each attribute. For example, in the example of the table 700, the audience rating (%) of the program A is 1.1% for C1, 1.2% for C2, 2.4% for M1, and the like.

FIG. 8 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 800 shown in FIG. 8 stores the targeted attribute information and the information regarding the advertisement space to be replaced in the program for the program recommended as the targeting advertisement target. For example, in the example of Table 800, it is shown that for program C, the targeted attributes are M3 and F2, and the advertising space is the frame from 8:30 am to 15 seconds on July 6th. ..

FIG. 9 is an example of a targeted advertisement management table according to the first embodiment of the present invention. The targeting advertisement management table 900 shown in FIG. 9 stores advertisement information and information on the targeted household ID and the ad space for each program targeted for the targeting advertisement. For example, in the example of the table 900, for the program C, the advertisement AA is directed to the receiving device of the household ID "S001" to be delivered in the frame of the advertisement frame "July 6, 8:30 to 15 seconds". Information is stored.

FIG. 10 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 1000 shown in FIG. 10 is viewed by each program, information on the targeting advertisement, the household ID to which the targeting advertisement is delivered, and whether or not the advertisement is viewed by an individual (member) belonging to the target household. Stores information indicating that. For example, in the example of the table 1000, it is shown that the advertisement AA is viewed (TRUE) by an individual (targeted) belonging to the household ID "S001" for the program C.

FIG. 11 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 this provision method is realized, for example, by executing the program stored in the memory 11 of the management server 1 in the control unit 10. Alternatively, the management server 1 and another server or terminal may cooperate to perform the present process in a distributed manner, or the other server or the terminal may independently execute the present process.

First, the viewing log analysis unit 41 of the control unit 10 of the management server 1 analyzes the viewing log received from the viewing log collecting device 33 of the receiving device 6 (S101). For example, the viewing log analysis unit 41 refers to an individual viewing log obtained from a personal identification device (for example, a people meter) or a program guide, 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 FIG. 6, and the audience rating by attribute for each program as shown in the program-specific audience rating aggregation table 700 in FIG. Generate information.

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 household-specific viewing log 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 by attribute for each program as shown in the audience rating aggregation table 700 for each program in FIG. 7. According to this example, since the viewing log obtained from a wider range of households can be used than the viewing log obtained from the personal identification device, more accurate audience rating information can be obtained.

Subsequently, the targeting advertisement target program extraction unit 42 extracts the target program for 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 700 shown in FIG. 7, 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 in a certain program, there is an opportunity to efficiently provide a targeted advertisement to a viewer group of a specific attribute, and the program extraction unit 47 provides such a program to all households. It is extracted as a program suitable for providing a specific advertisement by replacing the advertisement provided for the target. That is, in the example of FIG. 7, the program extraction unit 47 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 shares information related to the extracted targeted advertising target program (S103). For example, the program information sharing unit 43 notifies another terminal on the network, for example, a broadcasting station terminal 2, or shares the extracted targeting advertisement target program with the advertisement DB 4 accessed from each terminal. As the information to be shared, for example, as shown in the targeting advertisement target program storage table 800 shown in FIG. 8, "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, the terminal such as the broadcasting station terminal 2 can grasp the program suitable for the targeting advertisement, and when it is decided that the program is the target for delivering the targeting advertisement, the advertisement is performed in cooperation with the advertising agency. You can offer the main to submit ads. For example, an advertising agency presents an offer to an advertiser, such as "Program C seems to have a viewer base of attributes M3 and F2, so why not buy a targeted advertising space for XX yen?" can do.

Subsequently, the advertisement management unit 44 stores the submitted targeted advertisement in the storage (S104). For example, when an advertiser submits advertisement data for an offer from an advertising agency, the advertisement data is stored in the advertisement DB 4 and / or stored in the targeting advertisement storage unit 54 of the storage 12 of the management server 1. can do. The advertisement data can be stored in, for example, the MP4 / MPEG4 format. Through the above series of processes, the preparation for delivering the targeted advertisement to the receiving device is completed.

FIG. 12 is a flowchart showing an example of a method of collecting viewing results of an advertisement for a television program according to the first embodiment of the present invention. The process according to the present provision method is realized, for example, by executing the program stored in the memory 11 of the management server 1 in the control unit 10. Alternatively, the management server 1 and another server or terminal may cooperate to perform the present process in a distributed manner, or the other server or the terminal may independently execute the present process.

First, the advertisement transmission unit 45 of the control unit 10 of the management server 1 delivers the targeting advertisement data stored in the advertisement DB 4 and / or the targeting advertisement storage unit 54 to the receiving device 6 (S201). For example, the advertisement transmission unit 45 refers to the targeting advertisement management table 900 shown in FIG. 9, and transmits the advertisement data to the receiving device 6 related to the household ID at the timing of the time of the predetermined advertisement space or the timing in advance. More specifically, in FIG. 9, in the program C, the advertisement data related to the advertisement AA is transmitted to the receiving device 6 corresponding to the household ID “S001” at the time of the advertisement space “8:30 on July 6”. Send in seconds or in advance.

The advertisement data related to the transmitted targeting advertisement is displayed on the display unit 29 of the receiving device 6 of the target household via the browser 23. Here, the program itself is displayed on the display unit 29 of the receiving device 6 through the broadcast signal, whereas the targeting advertisement is displayed on the display unit 29 via the browser 23 via the Internet. As another example, a targeting advertisement can be inserted in the broadcast data of a television program transmitted from a broadcasting station.

Here, it is preferable that the targeted advertisement is delivered to only a part of the receiving devices among all the receiving devices that receive the broadcast program. As an advertising effect of TV commercials, it has the effect of reaching a wide range of viewers and raising awareness of advertising products and services, and in order to maintain such effect, we provide mass advertising in one advertising space. At the same time, it is possible to enjoy the merits of both TV advertising and Internet advertising, such as being able to provide targeting advertisements targeting individuals with a specific attribute to a receiving device associated with an individual with that attribute. ..

Further, even in a program for which a targeting advertisement is provided, it is preferable that the advertising space for providing the targeting advertisement to a specific receiving device is a part of a plurality of advertising spaces. As mentioned above, as a broadcasting station, even for the receiving device to which the targeting advertisement is delivered, both the mass advertisement provided to the receiving device of all households and the targeting advertisement are provided in different ad slots of the same program. By providing it, it is possible to expect an advertising effect to the targeted audience while improving the recognition of a certain product for the receiving device.

Subsequently, the viewing effect information generation unit 46 receives from the receiving device 6 a viewing log indicating 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 on a personal identification device (for example, a people meter) of a viewing log collecting device 33 provided in the receiving device 6, thereby causing an individual. Since the specific device can identify the member who is watching the program, the management server 1 acquires information on whether or not the targeting advertisement is viewed at the time when the targeting advertisement is delivered as a viewing log. Can be done. As another example, when the viewer views a program, the viewer operates the program guide built in the receiving device 6 to select the program to be viewed. Therefore, by collecting this operation log, the management server 1 can perform the operation log. , If the viewer has logged in to the program guide with a personal account in advance, the viewer can acquire information as a viewing log regarding whether or not the viewer viewed the advertisement at the time when the targeting advertisement was delivered. it can.

The viewing effect information generation unit 46 generates viewing effect information indicating the viewing record of the advertisement from the viewing log (S203). For example, the viewing effect information generation unit 46, as shown in the advertisement viewing effect management table 1000 shown in FIG. 10, includes information on the targeting advertisement for each program, the household ID to which the targeting advertisement is delivered, and the household to which the advertisement is targeted. Information indicating whether or not the program has been viewed by an individual (member) belonging to the above is generated and stored in the viewing effect information storage unit 55. For example, in the example of the table 1000, it is shown that the advertisement AA is viewed (TRUE) by an individual (targeted) belonging to the household ID "S001" for the program C. On the other hand, the table shows that in the program C, the individual belonging to the household ID "S002" did not view 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 46 shares the generated viewing effect information with other terminals as the viewing record of the advertisement (S204). For example, the viewing effect information generation unit 46 transmits information indicating an advertisement viewing record as shown in FIG. 10 to a broadcasting station terminal as a distribution record. In this way, it is possible to know whether the provided advertisement was actually viewed by the targeted audience.

(Second Embodiment)
In the present embodiment, in the provision of the targeting advertisement realized in the first embodiment, the targeting viewer aims to purchase the product or service to be advertised while visualizing the effect of the advertisement. It relates to a method of determining the content of an advertisement and timing the provision of an advertisement depending on the position in the purchase funnel.

FIG. 13 is a conceptual diagram relating to a method of providing a television program advertisement according to a second embodiment of the present invention. FIG. 13 shows the states of the viewer, who is the target of the advertising product or service, from the recognition of the product or service to the purchase in the purchase funnel, for example, the state 1 (cognition), the state 2 (favor), and the state 3. It is defined by dividing it into stages such as (examination) and state 4 (purchase). As a method of estimating the current state of the target viewer, based on the meta information obtained through the viewer's viewing log, SNS, etc., which advertisement has been touched so far, the purchase for the advertisement product or service As an action toward, guess which of the above four states is the closest, and as an external environment, information on the trends of advertising products and services (for example, the last two that are currently popular). The state is determined by adding (information such as monthly trend and not currently popular) as an additional factor.

FIG. 14 is a flowchart showing an example of a method of providing a television program advertisement according to a second embodiment of the present invention. The process according to this provision method is realized, for example, by executing the program stored in the memory 11 of the management server 1 in the control unit 10. Alternatively, the management server 1 and another server or terminal may cooperate to perform the present process in a distributed manner, or the other server or the terminal may independently execute the present process. Further, the system configuration and the configurations of individual servers, terminals, and devices according to the present embodiment are the same as those of the first embodiment unless otherwise specified.

First, the viewing log analysis unit 41 of the control unit 10 of the management server 1 analyzes the current state of the targeting individual viewer (S301). For example, as described above, the state shown in FIG. 13 is obtained by scoring based on the viewing log related to the viewer's advertisement and the information obtained from the SNS of an individual or another person regarding the related products and services. It is possible to correspond from 1 to the state 4.

Subsequently, the viewing log analysis unit determines which state the viewer is currently in (S302). Then, the advertisement content is changed or the timing of providing the advertisement is adjusted according to the state (S303 to S306). For example, suppose a viewer likes beer, and at one point the viewer is in position 2, while at another time when a beer product is in fashion. Assuming that the user is in the position of state 4, the advertisement of the popular beer product can be put in as a targeting advertisement. In this way, according to the present embodiment, it is possible to visualize the change in the attitude of the viewer due to the advertisement, so that the advertisement is provided to the viewer while confirming the behavior of the viewer from recognition to purchase in real time. It is possible to determine the content of products and services and accurately determine the timing of providing the advertisement. In addition, based on the purchase behavior of the sample viewers, the state from recognition to purchase of the product is associated with the viewing log and converted into learning data, and the current viewer's viewing log and other information are used. It is also possible to predict the state transition of the viewer.

(Third Embodiment)
The present embodiment relates to the method of returning the advertising fee to the broadcasting station based on the viewing record of the targeting advertisement in the provision of the targeting advertisement realized in the first embodiment.

FIG. 15 is a configuration diagram of a system according to a third embodiment of the present invention. The system configuration and the configurations of individual servers, terminals, and devices according to the present embodiment are the same as those of the first embodiment unless otherwise specified in the present embodiment. As shown in FIG. 15, in the present embodiment, in addition to the system configuration according to the first embodiment, the billing server 7 is provided.

FIG. 16 is a functional configuration diagram of a billing server according to a third embodiment of the present invention. The illustrated configuration is an example, and may have other configurations.

As shown, it is connected to a billing server 7 and a database (not shown) to form a part of the system. The server 7 may be a general-purpose computer such as a workstation or a personal computer, or may be logically realized by cloud computing.

The server 7 includes at least a control unit 60, a memory 61, a storage 62, a transmission / reception unit 63, an input / output unit 64, and the like, and these are electrically connected to each other through a bus 65. Since the functional configuration of each component is the same as that of the management server 1 of FIG. 2, description thereof will be omitted.

FIG. 17 is a functional configuration diagram showing details of the control unit of the billing server according to the third embodiment of the present invention. As described above, the control unit 60 executes the application program related to the analysis according to the present embodiment, and the module of the executed program is divided into some 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 the control unit (not shown) of a device on another network depending on its nature.

In the control unit 60, the viewing effect information analysis unit 71 is the targeting advertisement included in the viewing effect management table 1000 generated and shared by the viewing effect information generation unit 46 of the management server 1 in the first embodiment. Analyze information about viewing performance.

Further, the advertisement fee calculation unit 72 calculates the advertisement fee based on the information regarding the viewing record, and the advertisement fee transmission unit 73 transmits the information indicating the calculated advertisement fee to another terminal.

FIG. 18 is an example of an advertising fee management table according to a third embodiment of the present invention. The advertisement fee management table 1800 shown in FIG. 18 is an advertisement calculated based on the number of times (targeted) viewers have contacted the targeted advertisement and the number of contacts in the program in which the targeted advertisement is provided. Stores information about charges.

FIG. 19 is a flowchart showing an example of an advertisement fee billing method for a television program advertisement according to a third embodiment of the present invention. The process according to this provision method is realized, for example, by executing the program stored in the memory 61 of the billing server 7 in the control unit 60. Alternatively, the billing server 7 and another server or terminal may cooperate to perform the main process in a distributed manner, or the other server or terminal may independently execute the main process.

First, the viewing effect information analysis unit 71 of the control unit 60 of the billing server 7 relates to the viewing record of the targeting advertisement included in the shared viewing effect management table 1000 generated by the viewing effect information generation unit 46 of the management server 1. Analyze the information (S401). For example, the viewing effect information analysis unit 71 confirms that the advertisement AA is viewed by an individual (targeted) belonging to the household ID "S001" in the advertisement viewing effect management table 1000, and similarly, the advertisement AA is targeted. Count how many times the viewer belonging to the specified attribute has contacted. For example, in the advertisement fee management table 1800 shown in FIG. 18, it is shown that the total number of contacts of the advertisement AA is 100,000. Here, the viewing effect information analysis unit 71 receives in advance information from the viewing effect information generation unit 46 of the management server 1 as the viewing effect information indicating the viewing results, which is the cumulative number of contacts of the individual targeted for each advertisement. In that case, this process can be omitted.

Next, the advertising fee calculation unit 72 calculates the advertising fee based on the information regarding the viewing record (S402). For example, the advertisement fee calculation unit 72 calculates the advertisement fee based on the number of times the (targeted) viewer contacts the targeted advertisement in the program in which the targeted advertisement is provided. More specifically, as shown in the advertisement fee management table 1800 of FIG. 18, assuming that the number of contacts of the viewer is 100,000 times and the unit price is 5 yen per impression, the advertisement fee is charged. Will be 500,000 yen.

Subsequently, the advertisement fee transmission unit 73 transmits information indicating the calculated advertisement fee to another terminal (S403). For example, the advertising fee transmitting unit 73 transmits the calculated advertising fee information together with the information indicating the viewing record of the target advertisement to the advertising agency terminal, and the advertising agency charges the advertiser the advertising fee. can do. As described above, unlike the conventional mass advertising, according to the present embodiment, the advertising fee of the targeting advertisement can be calculated based on the actual viewing record.

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 Management server 2 Broadcasting station terminal 3 Advertising agency terminal 4 Advertising DB
5 Broadcasting station 6 Receiver 7 Billing server

Claims (7)

It is a method of providing a TV program advertisement that inserts a targeting advertisement different from a predetermined advertisement into the TV program inventory.
Among a plurality of TV programs, a TV program to which a targeting advertisement is inserted is determined, and among a plurality of advertising spaces possessed by the TV program, an advertising space into which the targeting advertisement is inserted is determined.
A method of providing an advertisement for a television program, in which the targeting advertisement is inserted into the ad space for some of the receiving devices among a plurality of receiving devices for viewing the television program. The method for providing an advertisement for a television program according to claim 1, wherein the receiving device corresponds to a household. The method for providing an advertisement for a television program according to claim 1, wherein the partial receiving device is a receiving device associated with a viewer belonging to a predetermined attribute. The plurality of advertising spaces according to claim 1, wherein the plurality of advertising spaces include an advertising space in which the targeting advertisement is inserted and an advertising space in which an advertisement that is commonly viewed by all the plurality of receiving devices is inserted. How to provide advertisements for TV programs. The method for providing a TV program advertisement according to claim 1, wherein the TV program is provided to a receiving device by a broadcast signal, and the targeting advertisement is received by the partial receiving device via the Internet. The method for providing an advertisement for a television program according to claim 1, which provides information regarding an advertising space into which the targeting advertisement is inserted. The method for providing an advertisement for a television program according to claim 1, wherein the information indicating that the inserted targeting advertisement has been viewed is received from a receiving device of any of the receiving devices.