JP6101654B2 - Distribution apparatus, distribution method, distribution program, and control program - Google Patents

Description

  The present invention relates to a web advertisement display technique.

  Web advertisements that have rapidly spread in recent years include text-based and so-called display advertisements that use images such as banners, but especially in the field of display advertisements that appeal visually, aiming for excellent advertising effects, Various ideas have been proposed regarding how to display advertisements to users on a web page.

  For example, the advertisement display position on the web page is changed to a position where the number of clicks is increased, so that more users are guided (for example, see Patent Document 1), and the advertisement is used as the background of the browser. There is a proposal that prevents the user from deviating from the visual field of the user by scrolling (see, for example, Patent Document 2).

JP 2002-334267 A JP 2002-175464 A

  However, in recent years, display advertisements with movements such as animations and videos have increased, but conventionally, the behavior of advertisements is controlled based on the timing when users actually see advertisements by scrolling the browser. There wasn't. For this reason, in the case of an advertisement accompanied by movement, there is a problem in that the noticeable movement ends before it is caught by the user's eyes, and the advertising effect is not sufficiently exhibited.

  In view of the above problems, an object of the present invention is to control the behavior of an advertisement at an appropriate timing based on visibility from a user.

  Based on the above object, one aspect (1) of the present invention includes distribution means for distributing a control program to a user terminal. The control program displays the user terminal with a predetermined reference position visible on a web page. Based on the result of determination by the determination means and the determination means for determining whether the content is located within the area, the content displayed on the predetermined display area including or near the predetermined reference position on the web page It is made to function as a control means for controlling display.

  As another mode (6) that captures the above mode as a method, the method includes a distribution step of distributing a control program to a user terminal, and the control program is capable of viewing a predetermined reference position on a web page on the user terminal. A determination step for determining whether the content is located within the area, and a content displayed in a predetermined display area including or near the predetermined reference position on the web page based on a result of the determination by the determination step. And a control step for controlling display.

  Another aspect (7) in which each of the above aspects is regarded as a server-side program is a distribution program for controlling a computer that realizes a distribution apparatus, and the distribution program is controlled by controlling the distribution apparatus. A distribution step of distributing a program to a user terminal; and the control program causes the user terminal to determine whether a predetermined reference position on a web page is located within a visible region; and the determination step And a control step for controlling the display of the content displayed in a predetermined display area including or near the predetermined reference position on the web page, based on the result of the determination.

  As another aspect (8) in which each of the above aspects is regarded as a client-side program, a determination step of determining whether a predetermined reference position on a web page is located in a visible region on the user terminal, and the determination And a control step for controlling display of content displayed in a predetermined display area including or near the predetermined reference position on the web page based on a result of the determination by the step. .

  As described above, in the present invention, the control program represented by the script of the web page data distributed to the user terminal determines whether or not the predetermined reference position on the web page is located in the visible region. Based on the result of the above, by controlling the display of the content displayed in the predetermined display area including or near the predetermined reference position on the web page, the content is displayed at an appropriate timing based on the visibility from the user. The behavior can be controlled, and the advertising effect can be improved.

  As another aspect (2) of the present invention, in any one of the aspects described above, when the control unit determines that the predetermined reference position is located in the visible region by the determination unit. The display of the content is started in the predetermined display area.

  As an aspect (4) of the present invention, in any one of the above aspects, the determination unit determines whether the predetermined reference position is located in the visible region according to a scroll direction of the web page. It is characterized by that.

  As an aspect (5) of the present invention, in any one of the above aspects, the determination unit refers to an operation history of a reception unit that receives a user operation, specifies a scroll direction of the web page, and specifies the specified scroll direction. Accordingly, it is determined whether the predetermined reference position is located in the visible region.

  Note that categories different from the above-described aspects (programs for methods, methods for apparatuses, and the like) and more specific aspects described below are also included in the present invention.

  According to the present invention, it is possible to control the behavior of an advertisement at an appropriate timing based on visibility from a user.

The functional block diagram which shows the structure of embodiment of this invention. The figure which illustrates each information (data) in the embodiment of the present invention. The flowchart which shows the process sequence in embodiment of this invention. The conceptual diagram which shows an example of the scroll state in embodiment of this invention. The figure which shows an example of the script in embodiment of this invention. The figure which shows an example of the script in embodiment of this invention. The figure which shows an example of the script in embodiment of this invention. The conceptual diagram which shows an example of the scroll state in embodiment of this invention. The figure which shows the relationship between the advertisement and reference | standard position in embodiment of this invention. The conceptual diagram which shows an example which selects a reference | standard position according to the characteristic of an advertisement image in embodiment of this invention. The conceptual diagram which shows an example which selects a reference | standard position according to the characteristic of an advertisement image in embodiment of this invention. The conceptual diagram which shows an example of the behavior according to the scroll direction in embodiment of this invention. The conceptual diagram which shows an example of the behavior according to the scroll direction in embodiment of this invention.

  Next, modes for carrying out the present invention (referred to as “embodiments”) will be described with reference to the drawings. It should be noted that assumptions common to those already described in the background art and problems are omitted as appropriate.

[1. Constitution〕
In the present embodiment, as shown in FIG. 1 (configuration diagram), an advertisement distribution device 1 (hereinafter also referred to as “this device 1”) that distributes advertisements to user terminals T via a communication network N (such as the Internet or a mobile phone network). ).

  This apparatus 1 has a general computer configuration of at least an arithmetic control unit 5 such as a CPU, a storage device 6 s such as an external storage device (HDD or the like) or a main memory, and a communication means 7 s ( LAN adapter, etc.). The user terminal T (hereinafter also simply referred to as “terminal T”) is a PC (personal computer), a mobile phone terminal device, or the like provided with the web browser B, and has a computer configuration (5 to 5) according to the device 1. In addition to 7), an input device 3 such as operation buttons and a display device 4 such as a liquid crystal display panel are provided. Communication between the apparatus 1 and the terminal T (indicated by broken arrows and thick arrows in the figure) is performed through the communication network N.

  Further, in the present apparatus 1, a predetermined computer program (not shown) stored (installed) in advance in the storage device 6s controls the arithmetic control unit 5s, so that the elements (10, 20, etc.) shown in FIG. To realize. Also in the terminal T, the script J which is a terminal program distributed from the apparatus 1 controls the arithmetic control unit 5 via the web browser B, so that the elements (50, 60, etc.) shown in FIG. To realize. Among these elements, the information storage means can be realized in any format such as various databases (also referred to as “DB”), files, data structures, variables such as arrays, and system setting values in the storage devices 6s and 6. .

  Among these storage means, the advertisement storage means 15 of the present apparatus 1 is a means for storing information such as attributes of distribution target persons, files for displaying advertisements, etc. for each advertisement as illustrated in FIG. is there. The program storage means 25 is a means for storing a template DT of web page data such as an HTML file, and this template DT is combined with dynamic data such as an article to be updated such as news or a selected advertisement. Deliver to terminal T. Note that each means other than the storage means is a processing means that implements and executes the functions and operations of information processing described below.

[2. Action and effect)
In the present embodiment configured as described above, in the apparatus 1, the distribution unit 30 distributes the terminal program to the terminal T. Specifically, in response to a web page request from the terminal T via the communication network N, an advertisement corresponding to the content of the web page and the user attribute of the terminal T is advertised from the advertisement stored in the advertisement storage unit 15. The allocation unit 10 selects (allocates), and the generation unit 20 generates the web page data D by combining the selected advertisement or other article content with the template DT, and the distribution unit 30 generates the web page data D. To deliver.

  The web page data D includes a script J represented by JavaScript (registered trademark) as a terminal program for controlling the terminal T (particularly the web browser B), and the script J distributed in this way controls the terminal T. By doing so, the following means are realized. That is, as an overview of the present embodiment, the visible area acquisition unit 50 acquires the coordinates of the visible area displayed on the web browser B in the web page, while the reference position acquisition unit 60 determines the reference on the web page. When the coordinates of the position are acquired, the determination unit 70 determines whether the acquired reference position is located in the visible region, and when it is determined that the reference position is located in the visible region, The control means 80 causes a predetermined behavior in the display of the advertisement in the web page.

  As described above, in this embodiment, the terminal program represented by the script of the web page data to be distributed to the user terminal allows the advertisement on the web page or the reference position determined in the vicinity thereof to be a visible area being displayed on the browser screen. By detecting the timing of entering and starting the display of advertisements and especially the movement of animations and videos, it becomes possible to control the behavior of advertisements at appropriate timing based on visibility from the user. This eliminates the wasteful end of advertisement movement outside the browser screen frame, and improves advertising effectiveness.

  Next, a specific processing procedure and example for realizing the outline as described above will be described with reference to the flowchart of FIG. The process of FIG. 3 is performed at a predetermined cycle (for example, every second) using an interrupt process or the like by an interval timer in parallel with the user browsing the web page while scrolling on the terminal T.

  Here, FIG. 4 shows the relationship between the visible area G (also referred to as “browser visible area” or “browser visible area G”) on the web browser B and the web page W displayed on the web browser B. Except for the case where the web page W is particularly small, a part of the web page W is displayed in the visible region G that the user can see in the display window of the web browser B, as shown in this figure. The coordinate system in the visible region G is called a screen coordinate system, and the coordinates in this screen coordinate system are expressed as G (640, 480). The coordinates in the web page W are called a web page coordinate system, and the coordinates in the web page coordinate system are expressed as W (640, 480).

[2-1. (Get visible region coordinates)
In the procedure of FIG. 3, first, the coordinates of the visible region G are acquired by the visible region acquiring unit 50 as follows (steps S11 to S13). First, an XY coordinate (web page coordinate system) corresponding to the upper left origin of the browser visible region G in the web page W is acquired (step S11). The coordinates of the upper left origin are W (0, 0) when the web page W is read, and fluctuate due to subsequent scrolling. This coordinate can be calculated by acquiring the scroll state and the scroll amount by a function such as a basic method of a typical browser.

  For example, FIG. 5 shows an example of a script for acquiring the scroll state. The example of the script in FIG. 5 is a description example of a script for acquiring the scroll amount (for example, Y value).

  Subsequently, the size of the browser screen area, that is, the visible area G (for example, X-direction width: 640, Y-direction height: 480) is acquired (step S12). This size varies as the window size is changed. This size is also information obtained by a function such as a basic method of a typical browser. FIG. 6 is a description example of a script for obtaining the size of the visible region G excluding the scroll bar.

  Further, the XY coordinates (web page coordinate system) on the web page corresponding to the lower right corner of the browser visible region G are calculated (step S13). In this calculation, the browser width size is added to the upper left X coordinate, while the browser height size is added to the upper left Y coordinate. For example, in the state immediately after reading the page (FIG. 4), the coordinate on the web page coordinate system corresponding to the upper left origin of the browser visible area G is W (0, 0), and the size of the visible area G is the X-direction width: 640, Y When the direction height is 480, the XY coordinates (web page coordinate system) on the web page corresponding to the lower right corner of the visible region G are W (640, 480).

[2-2. (Acquire the reference position coordinates)
Subsequently, the reference position acquisition unit 60 acquires the coordinates on the web page coordinate system for the predetermined reference position on the web page W by the script description exemplified in FIG. 7 (step S14). For example, in the example of FIG. 4, it is assumed that the coordinates of the reference position indicated by a black circle are W (500, 900).

  In addition, the reference position acquisition unit 60 determines whether the reference position is included (is located) in the visible region G of the browser (step S15). In this determination, as illustrated in FIG. 4, in the situation where the left and right scrolls are not considered and the downward scroll is performed, the Y coordinate of the reference position is at least the lower right corner Y coordinate of the browser visible region G in the web page coordinate system. What is necessary is just to judge that it is the following. More generally, in the web page coordinate system, the X coordinate of the reference position is not less than the X coordinate of the upper left origin of the browser visible area G and not more than the lower right corner X coordinate, and the Y coordinate of the reference position is also the upper left of the browser visible area. It is determined that it is not less than the Y coordinate of the origin and not more than the Y coordinate of the lower right corner.

  For example, if the determination is made in the state of FIG. 4, the X coordinate of the reference position is 500, the X coordinate of the upper left origin of the browser visible region G is 0 or more and the lower right corner X coordinate is 640 or less. Is 900, and the Y coordinate of the upper left origin of the browser visible area G is 0 or more, but the lower right corner Y coordinate is 480 or more, and it is determined that the reference position is not included in the visible area G. As described above, when the reference position has not reached the visible region G (step S15: “NO”), the processing is once ended and the processing procedure of FIG. 3 is executed again by interruption processing.

  On the other hand, in the state of FIG. 8, the reference position coordinate W (500, 900) is not changed compared to the case of FIG. 4, but the browser visible region G scrolls 700 pixels to the bottom of the web page W and the origin coordinate is As a result of W (0,700), the lower right corner Y coordinate of the browser visible region G is changed to (700 + 480 =) 1180 to become Y coordinate (900) or less of the reference position, and the reference position is included in the visible region G. (Step S15: “YES”).

[2-3. (Control of behavior etc.)
As a result of the determination as described above, if the reference position has reached the visible region G (step S15: “YES”), a web beacon for log acquisition is transmitted to the advertisement distribution apparatus 1 as a server (step S16). ), The control means 80 causes a predetermined behavior in the display of the advertisement AD in the web page W (step S17), and stops the interval timer in order to end the interrupt processing (step S18). Here, the web beacon may be a publicly known technique such as reading a transparent GIF image with one pixel angle.

  In addition, a specific method for causing a predetermined behavior in the display of the advertisement AD in the web page W can be freely selected. For example, when an interactive video file for rich Internet content represented by Flash or Silverlight (both are registered trademarks) realizes animations such as animation and video, a predetermined start command or signal is sent to the file. Then, for example, a file such as an advertisement image may be transmitted to the terminal T from the apparatus 1 or another appropriate distribution server using the web beacon as a trigger for advertisement display. The movement may be started.

[2-4. (Selection of reference position according to scroll direction)
As shown in FIG. 4, the reference position as a criterion for causing the behavior of the advertisement display as described above may be a single location on one side of the advertisement or the center point of the advertisement. A configuration in which selection is made according to the scroll direction based on an arbitrary position is also possible. In this case, the script J realizes the direction detection means 40 and the reference position selection means 48 on the terminal T, among which the direction detection means 40 detects the scroll direction of the web page W, and the reference position selection means 48 is detected. According to the scroll direction, the reference position is selected from a plurality of candidates in step S14 or the like.

  Here, for the scroll direction, the history of the scroll value by the coordinate value in the web page coordinate system of the browser visible region G acquired in step S11, the mouse operation to the scroll bar, or the direction key operation, etc. is stored in the operation history storage means 45. It is possible to identify the transition by judging the transition with reference to the history.

  As the reference position, for example, as illustrated in FIG. 9, when there are reference position candidates P0 to P12 (each indicated by a black circle) for a rectangular advertisement AD, the candidate P0 that is the center of the advertisement AD is set as a reference. If the position is selected, the predetermined behavior starts when the scroll direction is visible up to half of the advertisement AD in any direction, up, down, left, or right.

  In addition, when the boundary of the visible region comes down relative to the advertisement AD from the top by scrolling down the web page, if the candidate P1 on the lower side of the advertisement AD is selected as the reference position, the entire advertisement AD is visible to the browser. At the timing when it falls within the area, a predetermined behavior such as display or animation starts in the advertisement AD. Similarly, if the candidate P2 on the upper side of the advertisement AD is selected if the scroll direction is upward, the right side P3 is selected if the scroll is right direction, and the left side P4 is selected if the scroll direction is left direction, the predetermined behavior starts when the entire advertisement AD is seen. .

  Further, it is desirable that the reference position be separated from the outer edge of the advertisement by a certain amount of room. For example, in the example of FIG. 9, the reference position candidates P5 and P6 are positions separated from the advertisement AD by a vertical space YM (for example, 10 pixels). Similarly, P7 and P8 are horizontal space XM. If these P5 to P8 are used, it is possible to realize an easy-to-see display without the adhering to the end of the visible region at the start of the behavior. The vertical and horizontal margins YM and XM may be the same or different from each other, and only one of them may be adopted.

  In this way, by selecting the reference position used for determining whether the advertisement display is in the visible region according to the scroll direction, the entire advertisement can be seen within the display range in any scroll direction. It is possible to start violent movements and obtain a certain advertising effect.

[2-5. (Distribution of specified reference position)
In addition, a reference position is selected in advance in consideration of pictorial characteristics and animation characteristics of the advertisement image to be displayed, and information indicating what reference position is selected from the apparatus 1 to the terminal T. It is possible to communicate. In this case, the distribution unit 30 distributes the specified content of the reference position corresponding to the advertisement to the terminal T as a parameter together with the script J, and the reference position selection unit 48 selects the reference position according to the specified content.

  For example, assuming that the visible area G scrolls to the left and the advertisement AD in the browser visible area moves relatively to the right, the character C of the product in the advertisement AD as shown in the example of FIG. If the feature of the advertisement image is on the left side from the center, such as when the ad appears on the left side, if the reference position PL provided on the left side of the advertisement is selected, the important left side portion of the advertisement AD will be within the visible region G. The behavior that the character C appears can be started.

  Conversely, as shown in the example of FIG. 11, when the feature of the advertisement image is on the right side from the center, such as when the character C appears on the right side, if the reference position PR provided at the center of the advertisement is selected, the advertisement AD If the important right-side portion is within the visible region, the behavior that the character C appears can be started at that time. Such designation of the reference position may be configured such that an advertiser can select an appropriate submission web page when the advertisement is submitted, and the selected reference position is the advertisement information in the example of FIG. As a parameter ("reference position: P0 (center)"), and the apparatus 1 includes the web page data D and distributes it to the terminal T.

  In this way, the specified content of the reference position is transmitted to the terminal together with the terminal program according to which part of the advertisement image is characteristic, and is reflected in the judgment, so that it can be moved to where it appears in the advertisement area. The control content more suitable for the advertisement image can be realized.

[2-6. (Change of behavior contents according to scroll direction)
It is also possible to change the behavior content according to the scroll direction when the reference position enters the browser visible region. In this case, the script J causes the control means 80 of the terminal T to generate different behaviors in the advertisement display according to the scroll direction detected by the direction detection means 40. For example, in the example of FIG. 12, when scrolling in which the visible region G is in the right direction and the advertisement AD is relatively in the left direction, if the left half of the advertisement AD, that is, around the reference position PX, enters the visible region, the character C Appears to the left. An example opposite to this is shown in FIG.

  As illustrated above, the specific mode of using different behaviors can be freely selected. For example, the corresponding one of a plurality of types of interactive video files may be selectively downloaded and played back, or the behavior content may be selected. May be passed to the interactive video file. For such behavior content, it is conceivable that the advertiser can specify it on the web page for submission when the advertisement is submitted, and the behavior content specified in this way is used as a parameter in the advertisement information in the example of FIG. Included (“right scroll: behavior 1, left scroll: behavior 2”), the apparatus 1 includes the web page data D and distributes it to the terminal T.

  In this way, by changing the movement of the advertisement, such as the behavior direction of the appearance character of the advertisement image, according to the scroll direction when the advertisement image appears in the visible region, the user's interest is attracted and an excellent advertisement effect is realized. be able to.

[3. Other embodiments]
In addition, said each embodiment is only an illustration, and this invention includes what is illustrated below and other embodiment other than that. For example, the terminal program can be of any format and is not limited to a script, and may be program content, an applet, or another execution module incorporated in an interactive moving image file. Further, the elements of this apparatus such as each means shown in the above embodiment may be realized by other information processing mechanisms such as an electronic circuit based on a wired logic or the like without being limited to a computer control unit. Further, each configuration diagram, data diagram, flowchart diagram, and the like are merely examples, and the presence / absence of each element, its order, specific contents, and the like can be changed as appropriate. For example, a configuration in which at least the direction detection unit 40 and the reference position selection unit 48 are omitted in the terminal T is also conceivable.

  The apparatus of the present invention (the apparatus 1) may be realized by a plurality of server computers. Depending on the function, an external platform or the like may be called by an API (Application Program Interface) or network computing. The configuration can be changed flexibly. It can also be grasped as the entire system including the terminal T, an information processing method or a computer program corresponding to the entire system.

DESCRIPTION OF SYMBOLS 1 Advertisement distribution apparatus 3 Input apparatus 4 Display apparatus 5, 5s Operation control part 6, 6s Storage apparatus 7, 7s Communication means 10 Advertisement allocation means 15 Advertisement storage means 20 Generation means 25 Program storage means 30 Distribution means 40 Direction detection means 45 Operation history storage means 48 Reference position selection means 50 Visible area acquisition means 60 Reference position acquisition means 70 Judgment means 80 Control means XM, YM Space AD Advertisement B Web browser C Character DT Model G Visible area J Script N Communication networks P0 to P12 , PR, PL, PX Reference position or candidate T User terminal W Web page

Claims (5)

Having distribution means for distributing the control program to the user terminal;
The control program allows the user terminal to
A determination unit that determines whether any one of a plurality of reference positions on a web page different from the content is in a visible region, and based on a result of the determination by the determination unit, the web page in the web page Function as control means for controlling reproduction of the content displayed in a predetermined display area including or near any reference position;
The determination means refers to the operation history receiving unit that receives an operation for scrolling the web page from a user, said identifying the scroll direction of the web pages, the group reference position corresponding to the specified scroll direction the visible region It is judged whether it is located in the distribution apparatus characterized by the above-mentioned. The control means starts reproduction of the content in the predetermined display area when the determination means determines that a reference position corresponding to the scroll direction is located in the visible area. The distribution apparatus according to claim 1, wherein the distribution apparatus is characterized in that: A distribution step of distributing the control program to the user terminal;
The control program is stored in the user terminal.
A determination step of determining whether one of a plurality of reference positions on a web page different from the content is located in the visible region;
A control step for controlling reproduction of the content displayed in a predetermined display area of the web page based on a result of the determination by the determination step;
And execute
The determination step refers to the operation history receiving unit that receives an operation for scrolling the web page from a user, said identifying the scroll direction of the web pages, the group reference position corresponding to the specified scroll direction the visible region It is judged whether it is located in the delivery method characterized by the above-mentioned. A distribution program for controlling a computer that implements a distribution device,
The distribution program executes a distribution step of distributing a control program to a user terminal by controlling the distribution device;
The control program is stored in the user terminal.
A determination step of determining whether one of a plurality of reference positions on a web page different from the content is located in the visible region;
A control step for controlling reproduction of the content displayed in a predetermined display area of the web page based on a result of the determination by the determination step;
And execute
The determination step refers to the operation history receiving unit that receives an operation for scrolling the web page from a user, said identifying the scroll direction of the web pages, the group reference position corresponding to the specified scroll direction the visible region The distribution program characterized by determining whether it is located in. On the user terminal,
A determination step of determining whether one of a plurality of reference positions on a web page different from the content is located in the visible region;
A control step for controlling reproduction of the content displayed in a predetermined display area of the web page based on a result of the determination by the determination step;
And execute
The determination step refers to the operation history receiving unit that receives an operation for scrolling the web page from a user, said identifying the scroll direction of the web pages, the group reference position corresponding to the specified scroll direction the visible region A control program characterized by determining whether or not it is located at

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