JP2004139174A

JP2004139174A - Advertisement cost charging system and advertisement system

Info

Publication number: JP2004139174A
Application number: JP2002300684A
Authority: JP
Inventors: Yutaka Hirayama; 平山　豊; Akira Ichikawa; 市川　晃
Original assignee: Dentsu Inc
Current assignee: Dentsu Group Inc
Priority date: 2002-10-15
Filing date: 2002-10-15
Publication date: 2004-05-13

Abstract

<P>PROBLEM TO BE SOLVED: To perform efficient charging to obtain synergistic effects, for example, that two advertisements mutually promote the sales, utilization and the like of commercial products, services and the like. <P>SOLUTION: A TV advertisement which displays that a packet communication service provided by a communication carrier can be utilized to receive the provision of targets (information, service, contents and the like) to be advertised by the TV advertisement is created in a part of a TV advertisement of an advertiser. The GRP number that the advertiser desires to acquire in a broadcast station is displayed as an order GRP number. Based on this order GRP number, a support GRP number supported by the communication carrier is calculated (S23). The total of the order GRP number and the support GRP number (S24) is acquired in the broadcast station (S25). The advertiser is charged for an advertisement cost corresponding to the order GRP number. The mobile communication carrier is charged for a cost corresponding to the support GRP number, which is paid out from an operation consignment cost. A medium cost calculated based on the total of the order GRP number and support GRP number is paid to the broadcast station. <P>COPYRIGHT: (C)2004,JPO

Description

【０００１】
【発明の属する技術分野】
本発明は，広告に要する費用の課金を行う広告費課金システムおよび広告費課金方法に関し，特に，ある広告主の広告の一部に，該広告が示すサービスを利用するために利用される他の支援者のサービスの内容が表示された広告の広告費課金システムおよび広告費課金方法に関する。また，本発明は，広告システムに関する。
【０００２】
【従来の技術】
テレビ画面に２以上の広告を表示する従来技術として，テレビ画面に複数の個別の領域を設けて広告を表示するものがある（たとえば特許文献１参照）。
【０００３】
また，テレビ画面に２以上の広告を表示し，かつ，広告の課金を行う従来技術として，ゲームのキャラクタ等に広告を表示するものがあり，複数の広告企業による協賛の場合には，１つのゲーム内で，各企業の広告が各キャラクタ等とともに表示され，表示時間（対戦時間），表示された回数（ゲーム数）等によりスポンサー料が計算される（たとえば特許文献２参照）。
【０００４】
さらに，複数の広告（広告の概要またはボタンのようなもの）を１つの画面に表示し，視聴者により選択された広告の詳細な内容を表示し，表示時間や表示回数に基づいて課金を行うものもある（たとえば特許文献３参照）。
【０００５】
視聴者の希望する広告を視聴者に提供し，視聴者に提供された広告会社の個数分，番組視聴料金に広告料を充当して，番組視聴料を割安にするものもある（たとえば特許文献４参照）。
【０００６】
ゲーム内に登場する仮想店舗に企業名のロゴ等を付して広告を行い，ゲームのプレイヤが仮想店舗で商品等を購入した実績に基づいて仮想店舗に対応するスポンサーから広告料を徴収するものもある（たとえば特許文献５参照）。
【０００７】
広告を表示する画面の大きさや時間帯，表示時間等に基づいて課金するものもある（たとえば特許文献６参照）。画面を複数の領域に分割し，各領域に，番組，番組表，裏番組，広告等を表示するものもある（たとえば特許文献７参照）。
【０００８】
【特許文献１】
特開２００１−２３０９９６号公報（第６ページ，図５）
【０００９】
【特許文献２】
特開２００２−１８１４０号公報（第３，４，６，８ページ，図６）
【００１０】
【特許文献３】
特開２００２−１５２０７号公報（第２〜５，８ページ，図２）
【００１１】
【特許文献４】
特開２００２−１１１６１２号公報（第６，７ページ，図２，図４）
【００１２】
【特許文献５】
特開２００２−７４１５２号公報（第３〜５ページ）
【００１３】
【特許文献６】
特開２００２−５７９５５号公報（第４，５ページ）
【００１４】
【特許文献７】
特開２００２−１５２１４号公報（第７〜９ページ，図１０）
【００１５】
【発明が解決しようとする課題】
しかし，これらの従来技術においては，いずれも，２以上の広告が単に１つのテレビ画面内に表示されているだけであり，２以上の広告同士が所定の関係を有するものではない。たとえば，一方の広告により宣伝される商品，サービス等が，他方の広告により宣伝される商品，サービス等によって利用可能である等の関係を有するものではない。また，課金方法も，単に画面の大きさや時間帯，表示時間に基づいて課金して放送局等の媒体主に支払うものである。
【００１６】
したがって，これらの従来技術によると，２つの広告により，相互に商品，サービス等の販売，利用等を促進するといった相乗効果を得ることは困難である。
【００１７】
そこで，本発明は，２つの広告により，相互に商品，サービス等の販売，利用等を促進するといった相乗効果を得るために効果的な課金を行う広告費課金システムおよび広告費課金方法を提供することを目的とする。
【００１８】
【課題を解決するための手段】
前記目的を達成するために，本発明の第１の側面による広告費課金システムは，商品，情報，サービス，またはコンテンツを含む第１広告対象を宣伝するための第１広告の一部に，該第１広告対象の提供を受けるのに利用することができる商品，情報，サービス，またはコンテンツを含む第２広告対象を宣伝するための第２広告が表示される広告に要する費用を課金する課金システムであって，前記第１広告単独の広告費，または，該第１広告単独で掲載または放送される場合に広告掲載媒体において獲得される領域の指数値を入力する第１入力手段と，前記第１入力手段により入力された前記広告費に対する所定の比率の支援費または前記第１入力手段により入力された前記指数値に対する前記所定の比率の支援指数値を算出する算出手段と，前記第１入力手段により入力された前記広告費または前記指数値に対応する費用を前記第１広告の広告主に課金し，前記算出手段により算出された前記支援費または前記支援指数値に対応する費用を前記第２広告のサービスの提供主に課金する課金手段と，を備えている。
【００１９】
本発明の第１の側面による広告費課金方法は，商品，情報，サービス，またはコンテンツを含む第１広告対象を宣伝するための第１広告の一部に，該第１広告対象の提供を受けるのに利用することができる商品，情報，サービス，またはコンテンツを含む第２広告対象を宣伝するための第２広告が表示される広告の費用を課金する課金方法であって，前記第１広告の広告費の入力，または，広告掲載媒体において該第１広告単独で掲載または放送される場合に獲得される領域の指数値の入力を受け付け，前記受け付けた広告費に対する所定の比率の支援費，または，前記指数値に対する前記所定の比率の支援指数値を算出し，前記広告費または前記指数値に対応する費用を前記第１広告の広告主に課金し，前記支援費または前記支援指数値に対応する費用を前記第２広告のサービスの提供主に課金するものである。
【００２０】
ここで，第１広告の一部への第２の広告の「表示」には，テレビ放送の放送画面に第２広告が視覚的に表示されること，テレビ放送の音声またはラジオの音声に第２広告のナレーション，音楽等が聴覚的に流されること，および新聞，雑誌等に第２広告が視覚的に表示されることが含まれる。また，第１広告対象および第２広告対象はともに，有形物，無形物を問わず，商品，情報，サービス，コンテンツ等のいずれであってもよい。これらのことは，以下の本発明の第２および第３の側面においても同様である。
【００２１】
本発明の第１の側面によると，第１広告により宣伝される商品，サービス，情報，コンテンツ等の第１広告対象の提供を受けるのに利用できる商品，サービス，情報，コンテンツ等の第２広告対象を宣伝するための第２広告が第１の広告の一部に表示されて，広告掲載媒体に掲載または放送される。その結果，第１広告により宣伝される第１広告対象の提供を受けるために第２広告対象が利用され，第２広告対象の利用拡大につながるとともに，第２広告対象を利用して，第１広告対象が利用されるので，第１広告対象の利用拡大にもつながり，相乗効果を得ることができる。また，第２広告対象の提供者には，所定の比率で支援費が課金されるので，効果的な課金が行われる。
【００２２】
好ましくは，この広告費課金システムは，前記第１入力手段により入力された前記広告費および前記算出手段により算出された支援費，または，前記指数値および前記支援指数値に基づいて，前記広告掲載媒体の所持者に支払う媒体費を算出する媒体費算出手段をさらに備えている。
【００２３】
本発明の第２の側面による広告費課金システムは，商品，情報，サービス，またはコンテンツを含む第１広告対象を宣伝するための第１広告の一部に，該第１広告対象の提供を受けるのに利用することができる商品，情報，サービス，またはコンテンツを含む第２広告対象を宣伝するための第２広告が表示される広告に要する費用を課金する課金システムであって，前記第１広告に前記第２広告が表示された広告の広告費，または，広告掲載媒体において該広告用に獲得される領域の指数値を入力する第１入力手段と，前記第１入力手段により入力された前記広告費に対する所定の比率の支援費または前記第１入力手段により入力された前記指数値に対する前記所定の比率の支援指数値を算出する算出手段と，前記第１入力手段により入力された前記広告費から前記算出手段により算出された支援費を差し引いた費用，または，前記第１入力手段により入力された前記指数値から前記算出手段により算出された支援指数値を差し引いた指数値に対応する費用を前記第１広告の広告主に課金し，前記算出手段により算出された前記支援費または前記支援指数値に対応する費用を前記第２広告のサービスの提供主に課金する課金手段と，を備えている。
【００２４】
本発明の第２の側面による広告費課金方法は，商品，情報，サービス，またはコンテンツを含む第１広告対象を宣伝するための第１広告の一部に，該第１広告対象の提供を受けるのに利用することができる商品，情報，サービス，またはコンテンツを含む第２広告対象を宣伝するための第２広告が表示される広告の費用を課金する課金方法であって，前記第１広告に前記第２広告が表示された広告の広告費の入力，または，広告掲載媒体において該広告用に獲得される領域の指数値の入力を受け付け，前記受け付けた前記広告費に対する所定の比率の支援費または前記指数値に対する前記所定の比率の支援指数値を算出し，前記広告費から前記支援費を差し引いた費用，または，前記指数値から前記支援指数値を差し引いた指数値に対応する費用を前記第１広告の広告主に課金し，前記支援費または前記支援指数値に対応する費用を前記第２広告のサービスの提供主に課金するものである。
【００２５】
本発明の第２の側面によっても，前記第１の側面と同様の作用効果を得ることができる。
【００２６】
好ましくは，この広告課金システムは，前記第１入力手段により入力された前記広告費または前記指数値に基づいて，前記広告掲載媒体の所持者に支払う媒体費を算出する媒体費算出手段をさらに備えている。
【００２７】
また，本発明の第３の側面による広告システムは，商品，情報，サービス，またはコンテンツを含む第１広告対象を宣伝するための第１広告の一部に，該第１広告対象の提供を受けるのに利用することができる商品，情報，サービス，またはコンテンツを含む第２広告対象を宣伝するための第２広告が表示される広告を作成する広告システムであって，前記第２広告のサービスの提供者から該サービスの利用拡大の業務委託を受託する受託手段と，前記受託手段により受託された業務委託の一環として前記第１広告に前記第２広告が表示された広告のプランを作成する広告プラン作成手段と，前記広告プラン作成手段によって作成された広告プランを前記第１広告の広告主にセールスするセールス手段と，前記広告の作成依頼を前記広告主から受注する受注手段と，前記受注手段によって受注された作成依頼に基づいて，前記広告を作成する広告作成手段と，前記広告主に前記広告のうち前記第１広告に対応する部分の広告費を課金し，前記サービスの提供者に前記広告のうち前記第２広告に対応する部分の支援費を課金するとともに，前記広告費および前記支援費に基づいて，前記広告を掲載または放送する広告掲載媒体の所持者への媒体費を計算する会計手段と，を備えている。
【００２８】
本発明の第３の側面による広告作成方法は，商品，情報，サービス，またはコンテンツを含む第１広告対象を宣伝するための第１広告の一部に，該第１広告対象の提供を受けるのに利用することができる商品，情報，サービス，またはコンテンツを含む第２広告対象を宣伝するための第２広告が表示される広告を作成する広告代理店サーバにおいて実行される広告作成方法であって，前記第２広告のサービスの提供者から該サービスの利用拡大の業務委託を通信ネットワークを介して受託し，前記受託した業務委託の一環として前記第１広告に前記第２広告が表示された広告のプランを作成し，前記作成した広告プランを前記第１広告の広告主に通信ネットワークを介してセールスし，前記広告の作成依頼を前記広告主から通信ネットワークを介して受注し，前記受注手段によって受注された作成依頼に基づいて前記広告を作成し，前記広告主に前記広告のうち前記第１広告に対応する部分の広告費を課金し，前記サービスの提供者に前記広告のうち前記第２広告に対応する部分の支援費を課金するとともに，前記広告費および前記支援費に基づいて，前記広告を掲載または放送する広告掲載媒体の所持者への媒体費を計算するものである。
【００２９】
【発明の実施の形態】
図１は，本発明の実施の形態による通信ネットワークシステム１００の構成を示すブロック図である。通信ネットワークシステム１００は，広告代理店の社内に設けられた広告代理店サーバ１および広告代理店端末２，移動通信事業者の社内に設けられた通信事業者端末３，広告主の社内に設けられた広告主端末４，ならびに放送局内に設けられた放送局サーバ５を有する。これらのサーバ１，５，端末２，３，４は，たとえば，通信機能を有するコンピュータにより構成される。
【００３０】
図１では，代表的に１つの広告主のみを示しているが，一般に複数の広告主が存在するので，広告主端末も各広告主について存在する。同様にして，放送局についても複数存在するので，各放送局について放送局サーバが存在する。
【００３１】
広告代理店サーバ１，通信事業者端末３，広告主端末４，および放送局サーバ５は，インターネット１０に接続され，インターネット１０を介して相互に通信することができる。広告代理店サーバ１および広告代理店端末２は，広告代理店の社内に配設されたＬＡＮ２０に接続され，相互に通信することができる。また，広告代理店端末２は，ＬＡＮ２０，広告代理店サーバ１，およびインターネット１０を介して通信事業者端末３，広告主端末４，および放送局サーバ５と通信することもできる。
【００３２】
移動通信事業者は，移動通信ネットワーク（図示略）を有し，移動機（携帯電話，自動車電話，ＰＤＡ，ノートパソコン等）による通話サービスや，「第２広告対象」の一例としてのパケット通信サービス（たとえばｉモード（登録商標），ＥＺｗｅｂ（登録商標），Ｊスカイ（登録商標）等）を利用者に提供し，この利用料金を利用者に課金する。
【００３３】
広告主は，「第１広告対象」の一例としての情報，サービス，コンテンツ等を利用者（顧客）に提供する情報提供者（ＩＰ：Ｉｎｆｏｒｍａｔｉｏｎ　Ｐｒｏｖｉｄｅｒ），サービス提供者（ＳＰ：Ｓｅｒｖｉｃｅ　Ｐｒｏｖｉｄｅｒ），コンテンツ提供者（ＣＰ：Ｃｏｎｔｅｎｔｓ　Ｐｒｏｖｉｄｅｒ）等であり，情報，サービス，コンテンツ等を利用者に提供することにより，利用者から料金を徴収する。そして，広告主は，自社が提供するこのような情報等の販売（顧客による利用）を促進するために，自社のテレビＣＭ（たとえばテレビスポット）の放送を広告代理店を介して放送局に依頼する。
【００３４】
広告代理店は，広告主と放送局との間に入り，広告主からの広告作成依頼を受けて，広告を作成し，作成した広告を放送局に出稿（送稿）するとともに，媒体費を放送局に支払う。
【００３５】
また，広告主は，移動通信事業者の上記パケット通信サービスを利用することによりアクセスできるホームページを開設しており，該ホームページによっても利用者（顧客）に情報，サービス，コンテンツ等を提供している。たとえば，航空会社，電鉄会社等の広告主は，飛行機の搭乗券，電車の乗車券等の予約申し込み，販売等のサービスを利用者に提供するためのホームページを開設している。また，銀行等の広告主は，インターネットバンキング等のサービスを利用者に提供するためのホームページを開設している。そして，これらのホームページは，上記パケット通信サービスを利用して利用者からアクセスできるようにもなっている。
【００３６】
このような構成の通信ネットワークシステムで行われる，移動通信事業者からのパケット通信サービスの利用普及の業務委託から，利用普及を図るための広告作成および広告の放送局への送稿（出稿）までの処理について，以下に説明する。図２は，移動通信事業者からのパケット通信サービスの利用普及の業務委託から，利用普及を図るための広告作成および広告の放送局への送稿に至るまでの作業の流れを示すシーケンス図である。
【００３７】
まず，移動通信事業者は，上記パケット通信サービスの利用拡大を図るための業務を広告代理店に委託（業務委託）する。この業務委託は，通信事業者端末３から広告代理店サーバ１（および広告代理店端末２）へ業務委託書を電子メールで送信することにより行われてもよいし，移動通信事業者の業務委託担当者と広告代理店の営業担当者とが直接話し合うこと等により行われてもよい。また，移動通信事業者と広告代理店との間に，他の受託者（以下「仲介受託者」という。）が介在し，この受託者が広告代理店にこの業務委託を再委託してもよい。
【００３８】
移動通信事業者は，広告代理店に業務を委託することにより，業務委託費を広告代理店に支払う。後述するように，この業務委託費が，媒体費に付加され，その結果，割り増しされた媒体費が放送局に支払われることとなる。
【００３９】
移動通信事業者からの業務委託により，広告代理店の担当者（営業担当者）は，移動通信事業者のパケット通信サービスの利用拡大を図るための広告プランを作成する（Ｓ１）。この広告プランは，広告代理店端末２を使用して，広告代理店サーバ１上に電子書類として作成される。
【００４０】
この広告プランは，広告主の情報，サービス，コンテンツ等を宣伝するためのテレビＣＭ（たとえばテレビスポットＣＭ）の一部に，移動通信事業者のパケット通信サービスを利用して上記情報，サービス，コンテンツ等を得ることができる旨を表示（露出）する広告を作成するプランである。このような広告プランにする理由は以下の通りである。
【００４１】
すなわち，移動通信事業者のパケット通信サービスによると，利用者（顧客）は，様々な広告主（ＩＰ，ＳＰ，ＣＰ）が開設したホームページにアクセスできるが，逆に様々なＩＰ等のホームページにアクセスできるがゆえに，利用者としても，パケット通信サービスの具体的な利用方法を示してもらった方が，パケット通信サービスを利用しやすくなり，利用促進が図られる。したがって，広告主のテレビＣＭに，該ＣＭで宣伝される情報，サービス，コンテンツ等がパケット通信サービスで利用可能なことが具体的に表示（露出）されることにより，利用者は，パケット通信サービスを利用しやすくなり，パケット通信サービスの利用拡大につながる。その結果，移動通信事業者の利益にもなる。
【００４２】
一方，広告主側からすると，自社の提供する情報，サービス，コンテンツ等のテレビＣＭに，パケット通信サービスによって自社のホームページにアクセスして自社の情報，サービス，コンテンツ等の利用が可能であることが示されると，自社の情報，サービス等の利用が促進され，広告主の利益にもなる。
【００４３】
このように，広告主の広告の一部に，業務委託を受けた移動通信事業者のパケット通信サービスの案内を表示することは，パケット通信サービスの利用拡大による移動通信事業者の利益になるとともに，パケット通信サービスを利用した広告主の情報，サービス，コンテンツ等の利用拡大による広告主の利益にもなる。このような理由から，業務委託の一環として，広告主のテレビＣＭの一部に移動通信事業者のパケット通信サービスを表示する広告プランとされる。
【００４４】
この広告プランの作成には，（１）広告主の広告（テレビＣＭ）画面にどのような形態で移動通信事業者のパケット通信サービスを表示（露出）するか，（２）広告費に対して業務委託費をどうような割合で支援金として割り当てるか，が決定される。
【００４５】
表示形態（露出形態）としては，たとえば図４に示すように，広告主のテレビＣＭが表示されるテレビ画面３０の一部の領域３１に，移動通信事業者のパケット通信サービスを利用して広告主のホームページにアクセスできる旨の表示を行う方法がある。表示時間（露出時間）は，たとえば２秒程度とされる。また，表示内容には，図５に示すように，パケット通信サービスに関するロゴとスーパーの組み合わせ，ロゴとナレーションの組み合わせ，ロゴ，ナレーション，およびスーパーの組み合わせ等がある。このほかに，ロゴのみ，スーパーのみの表示とすることもできる。
【００４６】
媒体費に対する，業務委託費から支出される支援金の割合も，図５に示すように，どのような表示内容（露出内容）を利用するかによって可変とすることができる。図５は，視聴率（ＧＲＰ：Ｇｒｏｓｓ　Ｒａｔｉｎｇ　Ｐｏｉｎｔ）方式による移動通信事業者の支援比率を示しており，ロゴ＋スーパーの場合に，放送局においてテレビＣＭに対して獲得される全ＧＲＰのａ％に対応する費用が移動通信事業者の業務委託費から支出され，ロゴ＋ナレーションの場合にはｂ％が，ロゴ＋ナレーション＋スーパーの場合にはｃ％がそれぞれ業務委託費から支出されることとなる。
【００４７】
したがって，たとえば，広告主がＧＲＰ数ｘ％のテレビスポット広告キャンペーンを広告代理店に依頼した場合で，かつ，該テレビスポット広告にロゴ＋スーパーの表示が行われるとき，業務委託費から支援されるＧＲＰ数ｙは，
ｙ＝ａ・ｘ÷（１００−ａ）［％］　…（１）
となり，このＧＲＰ数ｙに対応する支援金が業務委託費から支出されることとなる。
【００４８】
そして，広告主のＧＲＰ数ｘに支援ＧＲＰ数ｙが付加され，全ＧＲＰ数Ｚは，
Ｚ＝ｘ＋ｙ　…（２）
となる。この全ＧＲＰ数Ｚが放送局におけるＣＭ放送の枠として獲得されることとなる。このことは，放送局側からすれば，広告主からの広告費（ＧＲＰ数ｘ）に対してＧＲＰ数ｘの分の費用が割り増しされた媒体費が放送局に発注されたことになり，放送局側にとっても利益の増加になる。
【００４９】
換言すると，全ＧＲＰ数Ｚに対して，広告主はＧＲＰ数ｘに対応する広告費を支払い，残りのＧＲＰ数ｙに対応する不足費用は移動通信事業者から補填され，相殺されることとなる。
【００５０】
なお，ロゴ＋ナレーションを露出する場合には，上記式（１）のａ％がｂ％となり，ロゴ＋ナレーション＋スーパーの場合には，上記式（１）のａ％がｃ％となる。
【００５１】
作成された広告プランは，広告代理店から広告主にセールスされる。このセールスは，広告主向けに，広告代理店サーバ１のホームページに広告プランを掲載して行うこともできるし，広告代理店サーバ１から広告主端末４宛ての電子メールによって行うこともできる。広告主は広告主端末４を利用して，このホームページを参照し，または，電子メールを読み，この広告プランによる広告を利用するかどうかを決定する。
【００５２】
この広告プランによる広告を利用する場合には，広告主は，広告代理店サーバ１の前記ホームページの発注欄（または申し込み欄）に必要事項を入力して発注することもできるし，広告代理店からの電子メールに対するリプライメールに必要事項を記載して発注することもできる。
【００５３】
必要事項には，広告主の名称，獲得したいＧＲＰ数ｘ（または広告費），移動通信事業者の表示種別（たとえば図５の３つのパターンのいずれか）の指定等が含まれる。また，広告を流したい時間帯が必要事項に含まれる場合もある。
【００５４】
広告主端末４からの発注は，広告代理店サーバ１に受信される。広告代理店サーバ１内には，プログラムにより作成され，広告代理店サーバ１によって実行される広告作成システム１１（図１参照）および業務会計システム１２（図１参照）が設けられ，各システムにより広告の作成および業務会計処理がそれぞれ実行される（Ｓ２）。
【００５５】
すなわち，広告代理店の広告作成担当者は，広告作成システム１１を使用して，広告主のＣＭ素材と移動通信事業者のパケット通信サービスのロゴやスーパー等の素材とを組み合わせ，パケット通信サービスの表示を有する広告（広告データ）を作成する。テレビ画面の構成は，たとえば前述した図４に示す構成が採用される。また，表示種別は，広告主の表示種別の指定に従ったものが採用される。
【００５６】
また，業務会計システム１２は，広告主に広告費を課金し，通信事業者に支援金を課金する課金システムを含み，図３のフローチャートに示す処理を実行する。まず，業務会計システム１２は，広告主からの発注を受信することにより，広告代理店サーバ１のメモリ（ハードウェア等）内に設けられた発注・受注データベース（図示略）に受注台帳を作成し，作成した受注台帳に，当該受注台帳を他の受注台帳から一意に識別するための識別子（プロジェクト番号）を付与する（Ｓ２１）。
【００５７】
続いて，業務会計システム１２は，広告主からの発注に含まれるＧＲＰ数および表示種別の指定を受注台帳に書き込む（Ｓ２２）。また，業務会計システム１２は，広告主からの発注に含まれるＧＲＰ数および表示種別の指定，ならびに上記式（１）に基づいて，移動通信事業者の支援ＧＲＰ数ｙを算出し，算出した支援ＧＲＰ数を受注台帳に書き込む（Ｓ２３）。
【００５８】
なお，受注台帳は，広告主用の受注台帳と，移動通信事業者（支援主）用の受注台帳との２つに分類され，これら２つの受注台帳に同一のプロジェクト番号が割り当てられてもよい。
【００５９】
続いて，業務会計システム１２は，上記式（２）に基づいて，全ＧＲＰ数Ｚを算出する（Ｓ２４）。
【００６０】
作成された受注台帳および算出された全ＧＲＰ数Ｚは，広告代理店の営業担当者が広告代理店端末２に読み出しコマンドを入力することによって，広告代理店サーバ１から読み出され，広告代理店端末２の表示装置（ＣＲＴディスプレイ，液晶ディスプレイ等）に表示される。
【００６１】
続いて，広告代理店の営業担当者は，表示装置に表示された全ＧＲＰ数Ｚの放送枠を放送局において獲得できるかどうかを，放送局の担当者と交渉して決定する（Ｓ２５）。広告を流したい時間帯が広告主によって指定されている場合には，指定された時間帯が獲得可能かどうかも交渉により決定される。
【００６２】
放送枠が獲得可能であれば，算出された全ＧＲＰ数が採用されることとなる。一方，放送枠が獲得できない場合には，全ＧＲＰ数Ｚは，交渉により決定された獲得可能な放送枠に対応するＧＲＰ数に削減されることとなる。削減された場合には，広告代理店の担当者は，削減されたＧＲＰ数で良いかどうかを広告主および移動通信事業者に問い合わせ，両者の了承を受けることとなる。了承を受けることにより，削減されたＧＲＰ数が放送局において獲得されることとなる。
【００６３】
全ＧＲＰ数が変更された場合には，広告代理店の営業担当者は，受注台帳に記載された全ＧＲＰ数を，変更後の全ＧＲＰ数に書き換える。これにより，業務会計システム１２は，書き換えられた全ＧＲＰ数に基づいて，上記式（１）および（２）により，広告主の支出するＧＲＰ数および移動通信事業者（支援主）の支援ＧＲＰ数を求める（Ｓ２５）。
【００６４】
続いて，業務会計システム１２は，広告主および移動通信事業者（支援主）の各ＧＲＰ数に対応する金額を所定の計算式に基づいて算出し，受注台帳に書き込む（Ｓ２６）。この所定の計算式は，たとえば１ＧＲＰに対応する金額を定めた式である。１ＧＲＰに対応する金額は各広告主，各放送局によって異なる場合もある。また，獲得された放送時間帯によっても異なる場合がある。たとえば，ゴールデンタイム（Ａタイム）では１ＧＲＰあたりＰ円，それ以外の時間帯（アザータイム）では１ＧＲＰ当たりＱ円（Ｐ＞Ｑ）に設定される場合もある。業務会計システム１２は，広告主，放送局，獲得された時間帯に対応する計算式に基づいて広告主の支出する費用および移動通信事業者の支援金額を算出する。
【００６５】
たとえば，ＧＲＰ数Ｚのうち，Ａタイムに獲得されたＧＲＰ数をｚ１，アザータイムに獲得されたＧＲＰ数をｚ２，支援比率をａ％とすると，移動通信事業者の支援金額は（Ｐ×ｚ１＋Ｑ×ｚ２）×ａ÷１００円となる。また，広告主の広告費は（Ｐ×ｚ１＋Ｑ×ｚ２）×（１００−ａ）÷１００円となる。
【００６６】
続いて，業務会計システム１２は，発注・受注台帳データベース内に発注台帳を作成し，ステップＳ１で受注台帳に付与したプロジェクト番号と同じプロジェクト番号を作成した発注台帳に付与する（Ｓ２７）。なお，発注台帳も，広告主用の発注台帳と，移動通信事業者（支援主）用の発注台帳との２つに分類されていてもよい。
【００６７】
業務会計システム１２は，発注台帳において，ステップＳ２６で受注台帳に書き込まれた広告主の広告費および支援主の支援金から，広告代理店の手数料等をそれぞれ差し引き，差し引いた結果の金額を合算し，合算後の金額を媒体費として算出する（Ｓ２８）。媒体費は放送局に支払われる。広告主の広告費は広告主に課金され請求される。支援主の支援金は，支援主に課金され，業務委託費から支出されることととなる。
【００６８】
続いて，業務会計システム１２は，この発注台帳に基づいて放送局の放送局サーバ５にＣＭ放送を発注するとともに，広告作成システム１１は，作成された広告データを放送局サーバ５に電子送稿する（図２参照）。
【００６９】
放送局は，放送局サーバ５に受信された発注および広告データに基づいて，ＣＭ放送を行う。
【００７０】
上記例では，広告主から広告代理店にＧＲＰが指定され，このＧＲＰに基づいて支援ＧＲＰが求められる例を説明したが，広告主から広告代理店に広告費（金額）が指定され，該広告費に基づいて支援主の支援金の額が算出されてもよい。
【００７１】
また，上記例では，広告主によって指定されるＧＲＰに支援主の支援ＧＲＰが付加され，付加後の合計ＧＲＰ値が放送局において獲得される例を説明したが，広告主によって指定されるＧＲＰ数を，放送局において獲得される全ＧＲＰ数とすることもできる。この場合には，この全ＧＲＰ数のうちの所定の比率（たとえばａ％，ｂ％等）のＧＲＰ数（支援ＧＲＰ数）に対応する額を移動通信事業者が負担し，全ＧＲＰ数から支援ＧＲＰ数を差し引いた残りのＧＲＰ数（＝全ＧＲＰ数−支援ＧＲＰ数）に対応する金額を広告主が負担するようにすることもできる。
【００７２】
さらに，これまで述べた実施の形態は，テレビＣＭについてのものであるが，ラジオのＣＭ放送，新聞の広告，雑誌の広告等にも同様にして本発明を適用することができる。なお，ラジオのＣＭの場合には，音声や音楽等の聴覚に訴える手段によって，移動通信事業者のパケット通信サービスの広告が流されることとなり，新聞や雑誌の場合には，紙面に視覚に訴える手段によってパケット通信サービスの広告が表示されることとなる。
【００７３】
上記実施の形態では，「第２広告対象」の一例として，移動通信事業者が提供するパケット通信サービスを例に説明したが，第２広告対象は，これに限定されるものではなく，他の商品，サービス，情報，コンテンツ等であってもよく，これに伴い，第２広告対象の支援主も移動通信事業者に限定されるものではなく，他の商品，サービス，情報，コンテンツ等を提供する提供者であってもよい。
【００７４】
【発明の効果】
以上説明したように，本発明によると，２つの広告により，相互に商品，サービス等の販売，利用等を促進するといった相乗効果を得るために効果的な課金を行うことができる。
【図面の簡単な説明】
【図１】本発明の実施の形態による通信ネットワークシステムの構成を示すブロック図である。
【図２】移動通信事業者からのパケット通信サービスの利用普及の業務委託から，利用普及を図るための広告作成に至るまでの作業の流れを示すシーケンス図である。
【図３】図２の業務会計処理の詳細な処理の流れを示すフローチャートである。
【図４】広告主のテレビＣＭが表示されるテレビ画面および該テレビ画面の一部に表示されるパケット通信サービスの表示部分を示す。
【図５】パケット通信サービスの表示（露出）コンポーネントの組み合わせと支援金の割合との関係を表形式で示す。
【符号の説明】
１　広告代理店サーバ
１２　業務会計システム[0001]
TECHNICAL FIELD OF THE INVENTION
The present invention relates to an advertisement billing system and a billing method for billing the cost required for an advertisement, and in particular, to another part of an advertisement of an advertiser, which is used to use a service indicated by the advertisement. The present invention relates to an advertisement fee charging system and an advertisement fee charging method for an advertisement in which the content of a service of a supporter is displayed. The invention also relates to an advertising system.
[0002]
[Prior art]
As a conventional technique for displaying two or more advertisements on a television screen, there is a technique for displaying an advertisement by providing a plurality of individual areas on a television screen (for example, see Patent Document 1).
[0003]
Further, as a conventional technology for displaying two or more advertisements on a television screen and charging advertisements, there is a technology for displaying advertisements on a game character or the like. In the game, an advertisement of each company is displayed together with each character and the like, and a sponsorship fee is calculated based on a display time (competition time), the number of displayed times (the number of games), and the like (for example, see Patent Document 2).
[0004]
Furthermore, a plurality of advertisements (such as an outline of an advertisement or a button) are displayed on one screen, the detailed contents of the advertisement selected by the viewer are displayed, and charging is performed based on the display time and the number of times of display. Some are also available (for example, see Patent Document 3).
[0005]
There is a method in which an advertisement desired by the viewer is provided to the viewer, and the advertisement fee is applied to the program viewing fee for the number of advertising companies provided to the viewer, thereby reducing the program viewing fee (for example, Patent Document 4).
[0006]
Advertises a virtual store that appears in the game with a company name logo, etc., and collects advertising fees from sponsors corresponding to the virtual store based on the results of game players purchasing products etc. at the virtual store (See, for example, Patent Document 5).
[0007]
There is also a method of charging based on the size of a screen displaying an advertisement, a time zone, a display time, and the like (for example, see Patent Document 6). Some screens are divided into a plurality of areas, and programs, program guides, counterprograms, advertisements, and the like are displayed in each area (for example, see Patent Document 7).
[0008]
[Patent Document 1]
JP 2001-230996 A (page 6, FIG. 5)
[0009]
[Patent Document 2]
JP-A-2002-18140 (pages 3, 4, 6, 8; FIG. 6)
[0010]
[Patent Document 3]
JP-A-2002-15207 (pages 2 to 5, 8 and FIG. 2)
[0011]
[Patent Document 4]
JP-A-2002-111612 (pages 6, 7; FIGS. 2, 4)
[0012]
[Patent Document 5]
JP-A-2002-74152 (pages 3 to 5)
[0013]
[Patent Document 6]
JP-A-2002-57955 (pages 4 and 5)
[0014]
[Patent Document 7]
JP-A-2002-15214 (pages 7 to 9, FIG. 10)
[0015]
[Problems to be solved by the invention]
However, in these conventional techniques, in each case, two or more advertisements are simply displayed on one television screen, and the two or more advertisements do not have a predetermined relationship. For example, it does not have such a relationship that a product or service advertised by one advertisement can be used by a product or service advertised by the other advertisement. In addition, the billing method is to simply pay based on the size of the screen, the time zone, and the display time and pay to the medium owner such as a broadcasting station.
[0016]
Therefore, according to these conventional techniques, it is difficult to obtain a synergistic effect of mutually promoting the sale and use of products and services by the two advertisements.
[0017]
Accordingly, the present invention provides an advertisement fee charging system and an advertisement fee charging method for performing effective charging to obtain a synergistic effect of mutually promoting the sale and use of products and services by two advertisements. The purpose is to:
[0018]
[Means for Solving the Problems]
In order to achieve the above object, the advertisement fee charging system according to the first aspect of the present invention includes a method for adding a part of a first advertisement for advertising a first advertisement target including a product, information, service, or content. A charging system for charging an advertisement required to display a second advertisement for promoting a second advertisement including products, information, services, or contents that can be used to receive the provision of the first advertisement. A first input means for inputting an advertisement cost of the first advertisement alone or an index value of an area obtained in an advertisement publication medium when the first advertisement is published or broadcasted alone; A calculating means for calculating a support cost of a predetermined ratio with respect to the advertisement cost input by the first input means or a support index value of the predetermined ratio with respect to the index value input by the first input means; , Billing the advertiser of the first advertisement a fee corresponding to the advertisement cost or the index value input by the first input means, and corresponding to the support cost or the support index value calculated by the calculation means. Charging means for charging the service provider of the second advertisement for the cost of the second advertisement.
[0019]
According to the advertisement fee charging method according to the first aspect of the present invention, the first advertisement target is provided to a part of a first advertisement for advertising the first advertisement target including a product, information, service, or content. A billing method for billing an advertisement for displaying a second advertisement for promoting a second advertisement object including goods, information, services, or contents that can be used for the first advertisement, Accepting input of advertising expenses, or input of an index value of an area obtained when the first advertisement alone is posted or broadcasted on an advertisement placing medium, and supporting expenses at a predetermined ratio to the accepted advertising expenses, or Calculating a support index value of the predetermined ratio with respect to the index value, charging the advertisement cost or the cost corresponding to the index value to an advertiser of the first advertisement, and adding the support cost or the support index value to the advertiser of the first advertisement. Providing the cost of response of the second advertisement service is intended primarily to billing.
[0020]
Here, the “display” of the second advertisement on a part of the first advertisement includes the fact that the second advertisement is visually displayed on the broadcast screen of the television broadcast, and the second advertisement is displayed on the television broadcast sound or the radio sound. 2 Includes narration of the 2nd advertisement, hearing of music and the like, and visual display of the 2nd advertisement in newspapers and magazines. Further, both the first advertisement target and the second advertisement target may be any of goods, information, services, contents, etc., regardless of whether they are tangible or intangible. The same applies to the following second and third aspects of the present invention.
[0021]
According to a first aspect of the present invention, a second advertisement of goods, services, information, contents, etc., which can be used to receive provision of a first advertisement target such as goods, services, information, contents, etc., advertised by a first advertisement. A second advertisement for promoting the target is displayed on a part of the first advertisement and is posted or broadcast on an advertisement posting medium. As a result, the second advertisement target is used to receive the provision of the first advertisement target advertised by the first advertisement, which leads to an increase in the use of the second advertisement target, and uses the second advertisement target to perform the first advertisement target. Since the advertisement target is used, the use of the first advertisement target is expanded, and a synergistic effect can be obtained. In addition, since the support cost is charged to the provider of the second advertisement at a predetermined ratio, effective charging is performed.
[0022]
Preferably, the advertisement fee charging system is configured to execute the advertisement posting based on the advertisement cost input by the first input unit and the support cost calculated by the calculation unit, or the index value and the support index value. There is further provided a medium cost calculating means for calculating a medium cost to be paid to the owner of the medium.
[0023]
In the advertisement fee charging system according to the second aspect of the present invention, the first advertisement target is provided to a part of a first advertisement for advertising the first advertisement target including a product, information, service, or content. A billing system for billing an advertisement required to display a second advertisement for promoting a second advertisement object including goods, information, services, or contents that can be used for the first advertisement; A first input means for inputting an advertisement cost of an advertisement in which the second advertisement is displayed, or an index value of an area obtained for the advertisement in an advertisement insertion medium, and the input means provided by the first input means. Calculating means for calculating a support cost at a predetermined ratio to the advertising cost or a support index value at the predetermined ratio with respect to the index value input by the first input means; To the cost obtained by subtracting the support cost calculated by the calculating means from the advertising cost, or to an index value obtained by subtracting the support index value calculated by the calculating means from the index value input by the first input means. Charging means for charging a corresponding cost to the advertiser of the first advertisement and charging the support cost or the cost corresponding to the support index value calculated by the calculation means to a service provider of the second advertisement; , Is provided.
[0024]
According to the advertisement fee charging method according to the second aspect of the present invention, the first advertisement target is provided to a part of a first advertisement for advertising the first advertisement target including a product, information, service, or content. A billing method for billing an advertisement for displaying a second advertisement for promoting a second advertisement object including goods, information, services, or contents which can be used for the first advertisement, An input of an advertisement cost of the advertisement in which the second advertisement is displayed, or an input of an index value of an area obtained for the advertisement in an advertisement insertion medium is received, and a support cost of a predetermined ratio to the received advertisement cost is received. Alternatively, a support index value of the predetermined ratio with respect to the index value is calculated, and the support index value corresponds to a cost obtained by subtracting the support cost from the advertisement cost or an index value obtained by subtracting the support index value from the index value. And advertiser billing said use first advertisement, the cost corresponding to the support costs or said support index value is to provide primarily charging the second advertisement service.
[0025]
According to the second aspect of the present invention, the same operation and effect as those of the first aspect can be obtained.
[0026]
Preferably, the advertisement charging system further includes a medium cost calculation unit that calculates a medium cost to be paid to a holder of the advertisement publication medium based on the advertisement cost or the index value input by the first input unit. ing.
[0027]
Further, the advertisement system according to the third aspect of the present invention receives the provision of the first advertisement target as a part of the first advertisement for promoting the first advertisement target including goods, information, services, or contents. An advertisement system for creating an advertisement in which a second advertisement for advertising a second advertisement object including a product, information, service, or content that can be used for the second advertisement is displayed. An entrusting means for entrusting a business entrustment for expanding the use of the service from a provider, and an advertisement for creating an advertisement plan in which the second advertisement is displayed on the first advertisement as part of the entrusted entrustment by the entrusting means Plan creation means, sales means for selling the advertisement plan created by the advertisement plan creation means to the advertiser of the first advertisement, and request for creation of the advertisement by the advertiser Order receiving means for receiving an order, advertisement creating means for creating the advertisement based on the creation request received by the order receiving means, and charging the advertiser an advertisement fee for a portion of the advertisement corresponding to the first advertisement. In addition, the service provider charges a support cost for a portion of the advertisement corresponding to the second advertisement, and, based on the advertisement cost and the support cost, a medium for posting or broadcasting the advertisement. Accounting means for calculating the media cost to the owner.
[0028]
The method of creating an advertisement according to the third aspect of the present invention is a method of receiving an advertisement of a first advertisement for a part of a first advertisement for advertising the first advertisement including a product, information, service, or content. An advertisement creation method executed in an advertisement agency server for creating an advertisement in which a second advertisement for advertising a second advertisement object including a product, information, service, or content that can be used for an advertisement is displayed. An advertisement in which a business consignment for expanding the use of the service is received from a provider of the service of the second advertisement via a communication network, and the second advertisement is displayed in the first advertisement as part of the consigned business consignment. The plan is created, the created advertisement plan is sold to the advertiser of the first advertisement via a communication network, and a request to create the advertisement is sent from the advertiser to the communication network. The advertisement is created based on the creation request received by the order receiving means, and the advertiser is charged for the advertisement cost of a portion of the advertisement corresponding to the first advertisement, and the service is provided. And a support fee for a portion of the advertisement corresponding to the second advertisement, and based on the advertisement cost and the support cost, a media cost to a holder of an advertisement publication medium for posting or broadcasting the advertisement. Is calculated.
[0029]
BEST MODE FOR CARRYING OUT THE INVENTION
FIG. 1 is a block diagram showing a configuration of a communication network system 100 according to an embodiment of the present invention. The communication network system 100 is provided in the advertising agency server 1 and the advertising agency terminal 2 provided in the company of the advertising agency, the communication company terminal provided in the company of the mobile communication company 3, and the company of the advertiser. Advertiser terminal 4, and a broadcasting station server 5 provided in the broadcasting station. These servers 1, 5, terminals 2, 3, and 4 are composed of, for example, a computer having a communication function.
[0030]
In FIG. 1, only one advertiser is typically shown, but since there are generally a plurality of advertisers, an advertiser terminal also exists for each advertiser. Similarly, since there are a plurality of broadcasting stations, there is a broadcasting station server for each broadcasting station.
[0031]
The advertising agency server 1, the communication carrier terminal 3, the advertiser terminal 4, and the broadcasting station server 5 are connected to the Internet 10 and can communicate with each other via the Internet 10. The advertising agency server 1 and the advertising agency terminal 2 are connected to a LAN 20 provided in the company of the advertising agency and can communicate with each other. The advertising agency terminal 2 can also communicate with the communication carrier terminal 3, the advertiser terminal 4, and the broadcasting station server 5 via the LAN 20, the advertising agency server 1, and the Internet 10.
[0032]
A mobile communication carrier has a mobile communication network (not shown), and has a mobile communication service (mobile phone, car phone, PDA, notebook personal computer, etc.), and a packet communication service as an example of a “second advertisement target”. (For example, i-mode (registered trademark), EZweb (registered trademark), J-Sky (registered trademark), etc.) are provided to the user, and the user is charged for this usage fee.
[0033]
The advertiser is an information provider (IP: Information Provider), a service provider (SP: Service Provider), and a content that provide information (services, contents, etc.) to a user (customer) as an example of the “first advertisement target”. It is a provider (CP: Contents Provider) and collects a fee from the user by providing the user with information, services, contents, and the like. Then, the advertiser requests a broadcasting station to broadcast his / her own TV commercial (for example, a TV spot) via an advertising agency in order to promote the sale (use by customers) of such information and the like provided by the advertiser. I do.
[0034]
The advertising agency enters between the advertiser and the broadcasting station, creates an advertisement in response to an advertisement creation request from the advertiser, submits the created advertisement to the broadcasting station (sends), and reduces the media cost. Pay the broadcaster.
[0035]
In addition, the advertiser has established a homepage that can be accessed by using the above-mentioned packet communication service of the mobile communication carrier, and also provides information (services, contents, etc.) to the user (customer) through the homepage. . For example, an advertiser such as an airline company or a railway company has established a homepage for providing users with services such as booking reservations for airplane boarding tickets, train tickets, etc., and sales. Advertisers such as banks have established homepages for providing services such as Internet banking to users. These homepages can be accessed by users using the packet communication service.
[0036]
From the outsourcing of the use of packet communication services by mobile telecommunications carriers to the creation of advertisements for the spread of use and the transmission of advertisements to broadcast stations (submission), which are performed in the communication network system configured as described above. The processing of (1) is described below. FIG. 2 is a sequence diagram showing a work flow from a business consignment from a mobile communication carrier to spread the use of the packet communication service, to the creation of an advertisement for promoting the use and transmission of the advertisement to a broadcasting station. is there.
[0037]
First, a mobile communication carrier entrusts a business for expanding the use of the packet communication service to an advertising agency (business consignment). This business consignment may be performed by transmitting a business consignment form from the communication carrier terminal 3 to the advertising agency server 1 (and the advertising agency terminal 2) by e-mail, or by a mobile communication carrier. This may be performed by, for example, directly talking between the person in charge and the sales representative of the advertising agency. Also, if another trustee (hereinafter referred to as “intermediary trustee”) intervenes between the mobile communication carrier and the advertising agency, and this trustee re-entrusts this business consignment to the advertising agency, Good.
[0038]
The mobile communication carrier pays outsourcing fees to the advertising agency by outsourcing the business to the advertising agency. As will be described later, this business consignment cost is added to the media cost, and as a result, the increased media cost is paid to the broadcasting station.
[0039]
By outsourcing from the mobile communication carrier, the person in charge of the advertising agency (sales representative) creates an advertisement plan for expanding the use of the packet communication service by the mobile communication carrier (S1). This advertising plan is created as an electronic document on the advertising agency server 1 using the advertising agency terminal 2.
[0040]
This advertising plan includes the above information, services, and contents by using a packet communication service of a mobile communication carrier in a part of a TV CM (for example, a TV spot CM) for advertising information, services, contents, and the like of an advertiser. This is a plan for creating an advertisement that displays (exposes) that the user or the like can be obtained. The reasons for such an advertising plan are as follows.
[0041]
In other words, according to the packet communication service of the mobile communication carrier, the user (customer) can access the homepage established by various advertisers (IP, SP, CP), but can access the homepage of various IPs. Because of this, it is easier for the user to use the packet communication service and to promote the use of the packet communication service if the user shows a specific method of using the packet communication service. Therefore, the fact that information, services, contents, and the like advertised in the CM can be used in the packet communication service is specifically displayed (exposed) on the TV commercial of the advertiser, so that the user can use the packet communication service. Will be easier to use, leading to expanded use of packet communication services. As a result, it also benefits mobile communication carriers.
[0042]
On the other hand, from the advertiser's perspective, it is possible to use the company's information, services, contents, etc. by accessing the company's homepage via the packet communication service on the TV CM of the information, services, contents, etc. provided by the company. If shown, the use of company information, services, etc. will be promoted, which will also benefit the advertiser.
[0043]
As described above, displaying the information of the packet communication service of the mobile communication service provider entrusted to the business in a part of the advertiser's advertisement will benefit the mobile communication service provider by expanding the use of the packet communication service. Advertisers benefit from expanding the use of advertisers' information, services, contents, etc. using packet communication services. For this reason, as part of the business consignment, the advertisement plan is to display the packet communication service of the mobile communication carrier on a part of the TV commercial of the advertiser.
[0044]
In order to create this advertising plan, (1) how to display (expose) the mobile communication carrier's packet communication service on the advertisement (TV CM) screen of the advertiser; It is determined what percentage of the outsourcing expenses will be allocated as support money.
[0045]
As a display form (exposure form), for example, as shown in FIG. There is a method of indicating that the main homepage can be accessed. The display time (exposure time) is, for example, about 2 seconds. Further, as shown in FIG. 5, the display contents include a combination of a logo and a supermarket, a combination of a logo and a narration, a combination of a logo, a narration, and a supermarket regarding a packet communication service. In addition, it is also possible to display only the logo or only the supermarket.
[0046]
As shown in FIG. 5, the ratio of the support money expended from the business consignment cost to the media cost can also be made variable depending on what display content (exposure content) is used. FIG. 5 shows a support rate of a mobile communication carrier according to a rating system (GRP: Gross Rating Point). In the case of logo + super, a% of all GRP acquired for a TV commercial at a broadcasting station in the case of a logo + supermarket The cost corresponding to is paid from the outsourcing fee of the mobile communication carrier, b% in the case of logo + narration, and c% in the case of logo + narration + supermarket, respectively. Become.
[0047]
Therefore, for example, when an advertiser requests an advertising agency for a TV spot advertisement campaign with the number of GRPs x%, and when a logo + supermarket is displayed on the TV spot advertisement, it is supported from the business consignment cost. The GRP number y is
y = a · x ÷ (100−a) [%] (1)
Thus, the support money corresponding to the GRP number y is paid out from the business commission.
[0048]
Then, the supporting GRP number y is added to the advertiser's GRP number x, and the total GRP number Z is
Z = x + y (2)
It becomes. This total GRP number Z is obtained as a frame for CM broadcasting in the broadcasting station. This means that, from the viewpoint of the broadcasting station, a media cost in which the cost corresponding to the number of GRPs x has been added to the advertising cost (the number of GRPs x) from the advertiser has been ordered from the broadcasting station. It also increases profits for the bureau.
[0049]
In other words, the advertiser pays the advertising cost corresponding to the number of GRPs x for the total number of GRPs Z, and the shortage corresponding to the remaining number of GRPs y is compensated and offset by the mobile communication carrier. .
[0050]
When the logo + narration is exposed, a% in the above equation (1) is b%, and in the case of logo + narration + super, a% in the above equation (1) is c%.
[0051]
The created advertising plan is sold from the advertising agency to the advertiser. This sales can be carried out by posting an advertisement plan on the homepage of the advertising agency server 1 for the advertiser, or by e-mail from the advertising agency server 1 to the advertiser terminal 4. The advertiser uses the advertiser terminal 4 to refer to the homepage or read the e-mail to determine whether to use the advertisement according to the advertisement plan.
[0052]
In order to use the advertisement according to the advertising plan, the advertiser can enter necessary items in an order column (or an application column) on the homepage of the advertising agency server 1 and place an order. You can also place an order by filling out the necessary information in the reply e-mail for the e-mail.
[0053]
The necessary items include the name of the advertiser, the number of GRPs to be obtained x (or advertising cost), the designation of the display type of the mobile communication carrier (for example, any of the three patterns in FIG. 5), and the like. In addition, the time zone in which the advertisement is to be played may be included in the necessary items.
[0054]
The order from the advertiser terminal 4 is received by the advertising agency server 1. In the advertisement agency server 1, an advertisement creation system 11 (see FIG. 1) and a business accounting system 12 (see FIG. 1) which are created by a program and executed by the advertisement agency server 1 are provided. Is created and business accounting processing is executed (S2).
[0055]
That is, the advertisement creation person in charge of the advertisement agency uses the advertisement creation system 11 to combine the advertiser's CM material with the logo of the packet communication service of the mobile communication carrier or a material such as a supermarket, and to provide a packet communication service. Create an advertisement (advertisement data) with a display. As the configuration of the television screen, for example, the configuration shown in FIG. 4 described above is employed. As the display type, a display type according to the specification of the display type of the advertiser is adopted.
[0056]
In addition, the business accounting system 12 includes a charging system that charges an advertiser for advertising expenses and charges a communication carrier for support money, and executes the processing shown in the flowchart of FIG. First, the business accounting system 12 receives an order from an advertiser and creates an order ledger in an order / order database (not shown) provided in a memory (hardware or the like) of the advertising agency server 1. Then, an identifier (project number) for uniquely identifying this order book from other order books is assigned to the created order book (S21).
[0057]
Subsequently, the business accounting system 12 writes the number of GRPs and the designation of the display type included in the order from the advertiser in the order book (S22). Further, the business accounting system 12 calculates the number of GRPs included in the order from the advertiser and the display type, and calculates the number of support GRPs y of the mobile communication carrier based on the above equation (1), and calculates the calculated support. The GRP number is written in the order register (S23).
[0058]
Note that the order book is classified into an order book for the advertiser and an order book for the mobile communication carrier (supporter), and the same project number may be assigned to these two order books. .
[0059]
Subsequently, the business accounting system 12 calculates the total GRP number Z based on the above equation (2) (S24).
[0060]
The created order book and the calculated total number of GRPs Z are read from the advertising agency server 1 by the sales representative of the advertising agency inputting a read command to the advertising agency terminal 2, and the advertising agency The information is displayed on the display device (CRT display, liquid crystal display, etc.) of the terminal 2.
[0061]
Next, the sales representative of the advertising agency negotiates with the representative of the broadcast station to determine whether or not the broadcast station can acquire the broadcast frame of the total number of GRPs Z displayed on the display device (S25). If the time zone in which the advertisement is to be played is specified by the advertiser, it is also determined by negotiation whether the specified time zone can be acquired.
[0062]
If the broadcast frame can be acquired, the calculated total number of GRPs will be adopted. On the other hand, if the broadcast frame cannot be obtained, the total number of GRPs Z is reduced to the number of GRPs corresponding to the obtainable broadcast frame determined by negotiation. When the number of GRPs is reduced, the person in charge of the advertising agency inquires of the advertiser and the mobile communication carrier whether the reduced number of GRPs is sufficient, and receives the approval of both. By receiving the acknowledgment, the reduced number of GRPs will be obtained at the broadcasting station.
[0063]
When the total GRP number is changed, the sales representative of the advertising agency rewrites the total GRP number described in the order book to the changed total GRP number. Accordingly, the business accounting system 12 calculates the number of GRPs expended by the advertiser and the number of GRPs supported by the mobile communication carrier (supporter) by the above equations (1) and (2) based on the rewritten total number of GRPs. Is obtained (S25).
[0064]
Subsequently, the business accounting system 12 calculates an amount corresponding to each GRP number of the advertiser and the mobile communication carrier (supporter) based on a predetermined formula, and writes the calculated amount in the order register (S26). This predetermined formula is, for example, a formula that defines an amount corresponding to 1 GRP. The amount corresponding to 1GRP may be different for each advertiser and each broadcasting station. It may also vary depending on the acquired broadcast time zone. For example, a golden time (A time) may be set to P yen per GRP, and a time period (other time) may be set to Q yen per GRP (P> Q). The business accounting system 12 calculates the cost of the advertiser and the support amount of the mobile communication company based on the calculation formula corresponding to the advertiser, the broadcasting station, and the acquired time zone.
[0065]
For example, assuming that the number of GRPs acquired during the A time is z1, the number of GRPs acquired during the other time is z2, and the support ratio is a%, the support amount of the mobile communication carrier is (P × z1 + Q). × z2) × a ÷ 100 yen. Further, the advertising cost of the advertiser is (P × z1 + Q × z2) × (100−a) ÷ 100 yen.
[0066]
Subsequently, the business accounting system 12 creates an order book in the order / order book database, and assigns the same project number as the project number assigned to the order book in step S1 to the created order book (S27). The order ledger may also be classified into two types, an order book for an advertiser and an order book for a mobile communication carrier (supporter).
[0067]
In the order ledger, the business accounting system 12 deducts the commission of the advertising agency and the like from the advertiser's advertising expenses and the supporter's support money written in the order ledger in step S26, and adds up the resulting amounts. , Is calculated as the medium cost (S28). Media costs are paid to the broadcaster. Advertiser advertising costs are charged and charged to the advertiser. The support money of the supporter will be charged to the supporter and will be paid out of the business commission.
[0068]
Subsequently, the business accounting system 12 places an order for a CM broadcast to the broadcasting station server 5 of the broadcasting station based on the order ledger, and the advertisement creation system 11 sends the created advertisement data to the broadcasting station server 5 electronically. (See FIG. 2).
[0069]
The broadcasting station performs CM broadcasting based on the order and the advertisement data received by the broadcasting station server 5.
[0070]
In the above example, an example has been described in which the advertiser specifies the GRP to the advertising agency and the support GRP is determined based on the GRP. However, the advertiser specifies the advertising expense (amount) to the advertising agency, and The amount of the supporter's support money may be calculated based on the cost.
[0071]
Further, in the above example, the example has been described in which the support GRP of the supporter is added to the GRP specified by the advertiser, and the total GRP value after the addition is obtained in the broadcasting station. May be the total number of GRPs obtained in the broadcasting station. In this case, the mobile communication carrier bears the amount corresponding to the number of GRPs (the number of support GRPs) of a predetermined ratio (for example, a%, b%, etc.) of the total number of GRPs, and The advertiser may bear the amount of money corresponding to the number of remaining GRPs after subtracting the number of GRPs (= the total number of GRPs−the number of support GRPs).
[0072]
Further, although the embodiments described so far are directed to television commercials, the present invention can be similarly applied to radio CM broadcasts, newspaper advertisements, magazine advertisements, and the like. In the case of a radio commercial, an advertisement for a mobile communication carrier's packet communication service is played by means of appealing to hearing such as voice or music, and in the case of a newspaper or magazine, the advertisement is visually appealing on paper. An advertisement of the packet communication service is displayed by the means.
[0073]
In the above embodiment, the packet communication service provided by the mobile communication carrier has been described as an example of the “second advertisement target”. However, the second advertisement target is not limited to this. Products, services, information, contents, etc. may be provided, and accordingly, the support target of the second advertisement is not limited to the mobile communication carrier, but provides other products, services, information, contents, etc. It may be a provider who does.
[0074]
【The invention's effect】
As described above, according to the present invention, effective advertising can be performed by two advertisements in order to obtain a synergistic effect of mutually promoting the sale and use of products and services.
[Brief description of the drawings]
FIG. 1 is a block diagram showing a configuration of a communication network system according to an embodiment of the present invention.
FIG. 2 is a sequence diagram showing a flow of work from a business consignment from a mobile communication carrier to use and dissemination of a packet communication service to creation of an advertisement for use and dissemination.
FIG. 3 is a flowchart showing a detailed processing flow of the business accounting processing of FIG. 2;
FIG. 4 shows a television screen on which a television commercial of an advertiser is displayed and a display part of a packet communication service displayed on a part of the television screen.
FIG. 5 is a table showing a relationship between a combination of display (exposure) components of a packet communication service and a ratio of support money.
[Explanation of symbols]
1 advertising agency server
12 Business accounting system

Claims

A part of a first advertisement for promoting a first advertisement target including a product, information, service, or content, a product, information, service, or the like that can be used to receive provision of the first advertisement target. A billing system for billing an advertisement required to display a second advertisement for promoting a second advertisement target including content,
First input means for inputting an advertisement cost of the first advertisement alone or an index value of an area obtained in an advertisement publication medium when the first advertisement is published or broadcasted alone;
Calculating means for calculating a support cost of a predetermined ratio with respect to the advertisement cost input by the first input means or a support index value of the predetermined ratio with respect to the index value input by the first input means;
The advertiser of the first advertisement is charged for the advertisement cost or the cost corresponding to the index value input by the first input means, and the cost corresponds to the support cost or the support index value calculated by the calculation means. Charging means for charging a fee to a provider of the second advertisement service;
Advertising billing system equipped with.

In claim 1,
Calculating a medium cost to be paid to a holder of the advertisement publication medium based on the advertisement cost input by the first input unit and the support cost calculated by the calculation unit, or the index value and the support index value. An advertising billing system further comprising a medium cost calculating means for calculating the cost.

A part of a first advertisement for promoting a first advertisement target including a product, information, service, or content, a product, information, service, or the like that can be used to receive provision of the first advertisement target. A billing system for billing an advertisement required to display a second advertisement for promoting a second advertisement target including content,
First input means for inputting an advertisement cost of an advertisement in which the second advertisement is displayed in the first advertisement or an index value of an area obtained for the advertisement in an advertisement insertion medium;
Calculating means for calculating a support cost of a predetermined ratio with respect to the advertisement cost input by the first input means or a support index value of the predetermined ratio with respect to the index value input by the first input means;
A cost obtained by subtracting the support cost calculated by the calculation means from the advertisement cost input by the first input means, or a support calculated by the calculation means from the index value input by the first input means A charge corresponding to the index value obtained by subtracting the index value is charged to the advertiser of the first advertisement, and the support cost calculated by the calculation means or the cost corresponding to the support index value is provided for the service of the second advertisement. Billing means for billing the provider,
Advertising billing system equipped with.

In claim 3,
An advertisement fee charging system, further comprising a medium cost calculation unit that calculates a medium cost to be paid to a holder of the advertisement publication medium based on the advertisement cost or the index value input by the first input unit.

In any one of claims 1 to 4,
The second advertisement has a plurality of advertisement forms, and the predetermined ratio is different depending on the plurality of advertisement forms,
A second input unit for designating and inputting any of the plurality of advertisement forms;
The calculating means calculates the support cost or the support index value according to a ratio corresponding to the advertisement form input by the second input means;
Advertising billing system.

In any one of claims 1 to 5,
The advertisement billing system, wherein the advertisement is broadcasted by a television broadcast, and the index value and the support index value are audience ratings.

In any one of claims 1 to 6,
An advertisement billing system, wherein a second advertisement target advertised by the second advertisement is a communication service provided by a communication carrier.

A part of a first advertisement for promoting a first advertisement target including a product, information, service, or content, a product, information, service, or the like that can be used to receive provision of the first advertisement target. A billing method for billing the cost of an advertisement in which a second advertisement for promoting a second advertisement target including content is displayed,
Accepting the input of the advertisement cost of the first advertisement or the input of the index value of the area obtained when the first advertisement is posted or broadcast alone on the advertisement placement medium;
Calculating a support ratio of a predetermined ratio with respect to the received advertisement cost or a support index value of the predetermined ratio with respect to the index value;
Charging the advertisement cost or the cost corresponding to the index value to the advertiser of the first advertisement, and charging the support cost or the cost corresponding to the support index value to the service provider of the second advertisement;
Advertising billing method.

A part of a first advertisement for promoting a first advertisement target including a product, information, service, or content, a product, information, service, or the like that can be used to receive provision of the first advertisement target. A billing method for billing the cost of an advertisement in which a second advertisement for promoting a second advertisement target including content is displayed,
Accepting an input of an advertisement cost of an advertisement in which the second advertisement is displayed in the first advertisement or an input of an index value of an area obtained for the advertisement in an advertisement insertion medium;
Calculating a support ratio of the predetermined ratio with respect to the received advertisement cost or a support index value of the predetermined ratio with respect to the index value;
The advertiser of the first advertisement is charged a cost obtained by subtracting the support cost from the advertising cost or an index value obtained by subtracting the support index value from the index value, and the support cost or the support index is charged. Charge a fee corresponding to the value to the service provider of the second advertisement,
Advertising billing method.

A part of a first advertisement for promoting a first advertisement target including a product, information, service, or content, a product, information, service, or the like that can be used to receive provision of the first advertisement target. An advertisement system for creating an advertisement in which a second advertisement for promoting a second advertisement target including content is displayed,
A consignment means for consigning a business consignment for expanding the use of the service from a provider of the second advertisement service;
Advertising plan creating means for creating an advertisement plan in which the second advertisement is displayed on the first advertisement as part of the business entrusted by the entrusting means;
Sales means for selling the advertisement plan created by the advertisement plan creation means to the advertiser of the first advertisement;
Order receiving means for receiving an order for the advertisement from the advertiser,
Advertisement creating means for creating the advertisement based on a creation request received by the order receiving means;
The advertiser is charged for an advertisement fee of a portion of the advertisement corresponding to the first advertisement, and a service provider is charged for a support cost of a portion of the advertisement corresponding to the second advertisement, Accounting means for calculating, based on the advertising costs and the support costs, a media cost to a holder of the advertising medium for publishing or broadcasting the advertisement;
Advertising system with.

A part of a first advertisement for promoting a first advertisement target including a product, information, service, or content may be used to receive provision of the first advertisement target promoted by the first advertisement. An advertisement creation method executed in an advertisement agency server for creating an advertisement in which a second advertisement for advertising a second advertisement target including possible products, information, services, or contents is displayed,
Entrusting a business consignment for expanding the use of the service from a provider of the second advertisement service via a communication network,
Creating a plan for the advertisement in which the second advertisement is displayed on the first advertisement as part of the commissioned business consignment;
Selling the created advertising plan to the advertiser of the first advertisement via a communication network,
Receiving an order for the advertisement from the advertiser via the communication network;
Creating the advertisement based on the creation request received by the order receiving means,
The advertiser is charged for an advertisement fee of a portion of the advertisement corresponding to the first advertisement, and a service provider is charged for a support cost of a portion of the advertisement corresponding to the second advertisement, Calculating the media cost to the owner of the advertising media that publishes or broadcasts the advertisement based on the advertising costs and the support costs;
How to create an ad.