JP2004139490A - Method and system for providing advertisement to various media - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To select a suitable advertisement medium corresponding to each of various kinds of advertisement and to effectively distribute an advertisement frame set from requested advertisement to an advertisement medium. <P>SOLUTION: An advertisement frame distribution system 21 effectively distributes an advertisement request received from an advertisement client 1 to various media in advertisement media 3 on the basis of result evaluation by an advertisement result evaluation system 22. The advertisement is led into portal sites 61 corresponding to respective media and opened on the Internet 5. Accesses to the portal sites 61 are momentarily fed back to the system 22. Thereby the advertisement frames of the advertisement can be effectively distributed to various media and counter-values can be accurately distributed by a counter-value distribution system 23. <P>COPYRIGHT: (C)2004,JPO

Description

[0001]
TECHNICAL FIELD OF THE INVENTION
The present invention relates to a method and a system for providing an advertisement to various media in which an advertisement requested by an advertisement client is set in an advertisement space and provided to a plurality of various media (media), and particularly to an advertisement providing method for an advertisement frame to various media. The present invention relates to a method and a system for providing advertisements to various media, which can perform optimal distribution and appropriate distribution of compensation to an Internet service provider (ISP).
[0002]
[Prior art]
Conventionally, in this type of advertisement providing method and system for various media, as shown in FIG. 5, an advertisement provider 120 that receives an advertisement request for a product P from an advertisement client 110 responds to the advertisement request. A plurality of, for example, radio and TV (television), and advertisement spaces set for advertisements requested by advertisement media 130 such as magazines, newspapers, and the Internet are distributed and provided to the viewer 140. The distribution 121 of goods (including services) to be advertised from the advertisement medium 130 to each medium is performed from the evaluation 122 of the advertisement performance data, but the selection of a composite optimal solution according to the characteristics is partially known. Is entrusted to the individual with The provision of such advertisements has been practiced for many years, and no special literature is found.
[0003]
On the other hand, there is disclosed a method of advertising on a homepage on a network that is efficient and easy to use for any of an advertisement provider, an advertisement client, various advertisement homepage establishment providers, and users and has a high advertisement effect (for example, see Patent Document 1). ing.
[0004]
For example, as shown in FIG. 6, a method in which a user of a product accesses various homepages 230 from the user terminal 210 via the Internet 220 to search for an advertisement for a desired product. The advertisement is obtained by calling the advertisement provider's homepage 240 by clicking on the banner of the advertisement provider of the product desired by the user on the various homepages 230. The advertisement provider has been requested by the advertisement client for the advertisement, and publishes the URL (uniform resource locator) of each of the home pages 250 of the advertisement client as a category banner 241 in the advertisement provider home page 240. Therefore, by counting the number of times the user terminal 210 opens the advertisement client homepage 250, the actual result data of the advertisement can be obtained.
[0005]
[Patent Document 1]
JP-A-2002-183578 (FIG. 1)
[0006]
[Problems to be solved by the invention]
The above-described conventional methods and systems for providing advertisements to various media have a problem that an appropriate and effective advertisement medium (media) corresponding to each of various types of advertisement spaces cannot be selected.
[0007]
The reason for this is that each of the various types of advertising is specialized in its own field. Therefore, it has been difficult to quantify and improve the accuracy according to the results. Even the advertising method using the Internet, as disclosed in the above-mentioned patent documents, lacks support for a wide variety of advertising media, and only records the number of times the user has accessed and opened the homepage. This is because there is no feedback system.
[0008]
An object of the present invention is to solve such a problem, select an appropriate advertisement medium (media) corresponding to each of a wide variety of advertisements, and effectively convert an advertisement space set from the requested advertisement into an advertisement medium. It is an object of the present invention to provide a method and a system for providing advertisements to various media that can be distributed to various media.
[0009]
[Means for Solving the Problems]
In the method for providing advertisements to various media according to the present invention, an advertisement provider sets an advertisement requested by an advertisement requester in an advertisement space, for example, a plurality of various advertisements such as radio broadcasts / television broadcasts, newspapers / magazines, and the Internet. The Internet is effectively distributed to advertising media using the Internet. That is, the advertisement provider creates, via an Internet service provider (hereinafter abbreviated as ISP), the number of portal sites corresponding to at least one of the media for advertising the advertisement space, and publishes the portal sites in advance on the Internet. The advertisement that leads to this portal site is provided to each medium.
[0010]
In this procedure, when the advertisement provider receives access information from the viewer to the portal site guided by the advertisement provided to each medium from the portal site, the information is recorded as predetermined advertisement result data. This is evaluated based on the evaluation of the advertisement performance data obtained from the portal site when the advertisement space for the advertisement received from the advertisement client is allocated to various media.
[0011]
In other words, the advertisement provider associates a portal site of each of a plurality of types of media with one advertisement, evaluates the advertisement performance data based on the access information received from the portal site, and executes the advertisement of the advertisement newly receiving the evaluation. Since feedback is given to the distribution of the frames to the medium, an optimized combination of the advertisement and the medium can be obtained.
[0012]
In addition, consideration for each ISP operating the portal site can be distributed based on the advertisement performance data. Therefore, the distribution becomes more appropriate.
[0013]
As a specific system, a portal site, an advertisement performance evaluation unit, and an advertisement distribution unit are provided, and a value distribution unit can be further added.
[0014]
The portal site is created corresponding to the advertisement and each of the various media, and is published in advance on the Internet by the ISP. Further, the portal site is guided by an advertisement to be viewed via various media, and is accessed by a viewer. The advertisement performance evaluation means records and evaluates predetermined advertisement performance data when receiving, from the portal site, access information from viewers to the portal site guided by advertisements in various media. The advertisement distribution unit receives the advertisement from the advertisement client, sets the received advertisement as an advertisement space, and distributes the advertisement space to various media based on the evaluation of the advertisement performance data obtained from the advertisement performance evaluation unit. Of media. Further, the consideration distribution means distributes consideration to each ISP operating the portal site based on the evaluation of the advertisement performance data obtained from the advertisement performance evaluation means.
[0015]
Here, the portal site is provided for each advertisement and each medium, and collects the number of accesses and the time or date as the results of each, and provides them for performance evaluation. In addition, for the requested advertisement, guidance is provided to an advertisement-compatible portal site to be published on the Internet as advertisement information. As a result, access can be maximized by utilizing the Internet, and accurate and appropriate performance evaluation can be performed by feedback of the advertisement performance, so that it is easy to allocate the requested advertising space to the optimum medium. .
[0016]
BEST MODE FOR CARRYING OUT THE INVENTION
Next, embodiments of the present invention will be described with reference to the drawings.
[0017]
FIG. 1 is a functional block diagram showing an embodiment of the present invention.
[0018]
The configuration of the system for providing advertisements to various media shown in FIG. 1 is as follows. That is, the advertisement provider 2 that has received the advertisement request for the product P from the advertisement client 1 sets an advertisement space, and distributes the advertisement space of the product P to the plurality of media selected in the advertisement medium 3 and performs advertisement. The viewer 4 views the advertisement on the advertisement medium 3, accesses the portal site 61 on the Internet 5, which is guided and notified by the advertisement, using the viewer terminal 41, and opens the portal site 61. The details of the product can be known from information such as images and sounds.
[0019]
The portal site 61 is published on the Internet 5 corresponding to each product, each advertisement, and each medium by the operation of the ISP (Internet Service Provider) 6. Therefore, when the product P is advertised in the medium, the portal site 61 corresponding to the advertised medium is notified in a guided manner.
[0020]
The access information to the portal site 61 is sent to the advertisement provider 2 as a record of the advertisement of the product P by the medium corresponding to the portal site 61, and is recorded by the advertisement provider 2. The browsing information or purchase information for the product P is recorded as advertisement performance data from the total of the data, and is evaluated. This evaluation is fed back and used when the next advertisement space of the product P is allocated to the medium.
[0021]
The difference from the conventional method is that the advertisement provider receives the use result from the portal site opened for the advertisement product, and the advertisement provider who receives the advertisement requests the advertisement space of the requested product P based on the use result. To various media. By providing portal sites in detail for each product, each advertisement, and each medium, collection and evaluation of advertisement performance data with a fine grain can be realized.
[0022]
The advertisement provider 2 has an advertisement space distribution system 21, an advertisement performance evaluation system 22, and a value distribution system 23. In the advertising medium 3, for example, a radio broadcast is used as the medium a in the telecommunication system, a television broadcast is used as the medium b, the Internet is used as the medium e, a magazine is used as the medium c in the transportation system, and a newspaper is used as the medium d. There is postal mail. In order to obtain more precise data, for example, the broadcasting may be further divided by station, and the newspaper or the like may be further divided by company.
[0023]
When receiving the advertisement request for the product P from the advertisement client 1, the advertisement frame distribution system 21 extracts the advertisement result data on the product P from the advertisement result evaluation system 22, sets the advertisement of the product P in the advertisement frame, The advertising space is appropriately distributed to each medium of the advertising medium 3 based on the actual advertisement data. For an advertisement without an advertisement record, it can be set so as to retrieve the record data of a similar advertisement. It goes without saying that the more detailed the advertisement result data of the advertisement result evaluation system 22 is, the more appropriate the distribution can be made.
[0024]
Although the details will be described later, the advertisement performance evaluation system 22 receives the number of accesses to the operated portal site 61 and the time from the ISP 6 and totals the number of accesses in a time zone, a date, or a predetermined period, and Then, an access record table to be recorded as advertisement record data is created for each medium. Since the portal site 61 is provided with each combination of subdivided conditions such as a product, an advertisement content, and an advertisement medium, the advertisement frame distribution system 21 can set a distribution advertisement frame with a fine grain. By feeding back the advertisement performance data to the advertisement space distribution system 21, highly accurate distribution can be realized.
[0025]
The consideration distribution system 23 fetches the performance of the ISP 6 from the advertisement performance evaluation system 22, and distributes the consideration for the advertisement performance of each ISP 6. Fine-grained data in the advertisement performance evaluation system 22 can realize more appropriate distribution of compensation.
[0026]
Next, an advertisement performance evaluation system will be described with reference to FIGS.
[0027]
The illustrated advertisement performance evaluation system 22 includes an access information acquisition unit 24, an access performance table 25, and a performance analysis evaluation unit 26.
[0028]
The access information fetching unit 24 receives the access information for each portal site from the ISP 6 as an advertisement result of the portal site 61 operated by the ISP 6 and records it in a corresponding part of the access result table 25.
[0029]
In the access record table 25, for example, as shown in FIG. 3, a portal site is set for each product advertisement A, B,... For each advertisement space distribution destination such as a radio or a TV as an advertisement medium. Shall be.
[0030]
In FIG. 3, for example, it is assumed that the product A is advertised on the TV of the medium b, the newspaper of the medium d, and the Internet of the medium e. For the advertisement of the medium b, the product A is placed on the ISP-L portal site b, for the advertisement of the medium d, the product A is placed on the portal site d of the ISP-L, and for the advertisement of the medium e, the product A is placed on the ISP-L. By advertising the fact that each is published on the portal site e, guidance to each portal site is executed. In FIG. 3, the advertisement of one product is limited to one ISP, and the same reference numerals are given to each medium and the portal site. However, the present invention is not limited to this, and the setting is, of course, free. is there.
[0031]
It is assumed that the access information includes a time. This time may be added by the access information acquisition unit 24.
[0032]
The performance analysis / evaluation unit 26 has an algorithm for obtaining an evaluation from advertisement performance data recorded in an access performance table corresponding to the type of a product (including a service). The evaluation is given, for example, by the number of accesses for a predetermined period. The evaluation obtained here is transmitted upon receiving a request from the advertisement space distribution system 21 and the value distribution system 23.
[0033]
Next, the advertisement providing method and system according to the present invention will be described with reference to the flowchart of FIG. 4 and FIGS. 1 to 3 together.
[0034]
It is assumed that the advertisement provider 2 has received the advertisement request for the product P from the advertisement requester 1 in the advertisement space distribution system 21 (step S1). The advertisement frame distribution system 21 inquires of the performance data of the accepted advertisement to the performance analysis / evaluation unit 26 of the advertisement performance evaluation system 22 (step S2), and the performance analysis / evaluation unit 26 searches the access performance table 25.
[0035]
If the result of this step S2 is "YES" and there is advertisement performance data, the performance analysis and evaluation unit 26 reads out the advertisement performance data corresponding to the product P from the access performance table 25, analyzes and evaluates the performance data by the algorithm for the product P ( Step S3) and send it to the advertisement space distribution system 21. In the evaluation, for example, cost effectiveness of various media is calculated.
[0036]
Since the advertisement space distribution system 21 receives the evaluation result obtained by the operation of the performance analysis / evaluation unit 26 in a cost-effective manner of various media, the advertisement space distribution system 21 distributes the advertisement to a combination of media that is highly cost-effective and can be expected to have the maximum effect. A frame is set (step S4). Next, the advertising space is allocated to a combination of media according to the setting (step S5). Therefore, the advertising space is optimally allocated.
[0037]
The procedure following this is the procedure of the advertising medium 3 and the viewer 4 up to procedure S6.
[0038]
That is, the advertisement of the product P is announced by the distribution destination medium distributed by the advertisement frame distribution system 21. The medium is listened to by a viewer in a radio broadcast, watched on a TV, and subscribed to in a newspaper or magazine. The information included in the advertisement includes, for example, guidance information for accessing the portal site 61 where the corresponding product can be purchased on the Internet 5.
[0039]
The viewer 4 can be guided by the advertisement, access the portal site 61 for the product to be purchased, and perform the product purchase procedure. The portal site 61 is operated by ISP6, which seeks to pay more for its death investigation by maximizing its advertising efforts. Therefore, the access status to the portal site 61 is grasped. In addition, when the ISP 6 receives access to the portal site 61 and receives, for example, a procedure for purchasing a product, the ISP 6 notifies the advertisement provider 2 of this access information. Depending on the product, only the number of times of access may be used as the result. This performance condition is the same for the related ISP 6.
[0040]
In the advertisement provider 2, each time the access information fetching unit 24 of the advertisement performance evaluation system 22 receives the access information from the ISP 6, the access information fetching unit 24 captures and records the performance data at a predetermined position in the access performance table 25 (step S6). This recording procedure S6 continues in a state where there is no demand distribution to the ISP 6 (NO in step S7) and no advertisement request is accepted (NO in step S8).
[0041]
If the above step S2 is “NO” and there is no advertisement record, the advertisement space distribution system 21 can specify a similar advertisement, for example, and can set a distribution advertisement frame based on the result data. Therefore, the portal site 61 can be set to correspond to the distribution destination medium (step S10).
[0042]
If the above step S7 is "YES" and there is a price distribution request in consideration of the advertisement product and the price, the performance analysis / evaluation unit 26 in the advertisement performance evaluation system 22 evaluates the performance data in the access performance table 25 (procedure S11), and the evaluation result To the value distribution system 23. The value distribution system 23 distributes the value to the relevant portal site 61 and ISP 6 obtained from the advertising space based on the evaluation result (step S12), and the procedure proceeds to the above step S8.
[0043]
In the above description, reference is made to the illustrated functional blocks and procedures. However, changes such as allocation or separation and replacement of procedures by separating and merging functions are free as long as the above functions are satisfied, and the above description limits the present invention. Not something. Further, the present invention can be applied to general provision of advertisements using a plurality of advertisement media.
[0044]
【The invention's effect】
As described above, according to the present invention, the following effects can be obtained.
[0045]
The first effect is that the advertisement space can be optimally allocated to a plurality of various media used for the advertisement.
[0046]
The reason is that the advertisement information of each medium is guided to a portal site on the Internet regarding the product. That is, it is possible to maximize the access of the advertisement to be used to the Internet. Therefore, since the results of all the various media used for the advertisement can be collectively evaluated, it is possible to compare the advertisement effects.
[0047]
The second effect is to maximize the cost-effectiveness of advertising for the advertising client.
[0048]
The reason is that, as in the case of the first effect, since the performance of all the plurality of media can be evaluated collectively, the maximum of the various media can be evaluated depending on the characteristics of the product (including the service) for which the advertisement is executed. This is because a combination of effects can be selected.
[0049]
A third effect is that each Internet service provider (ISP) that publishes a portal site on the Internet can obtain an appropriate price allocation.
[0050]
The reason is that since all products are guided to the portal site on the Internet, the performance of the advertisement based on the access of the viewer can be equally evaluated by each ISP. As a result, appropriate compensation can be allocated to each ISP.
[0051]
The fourth effect is that the optimal distribution of the advertising space to various media further improves the accuracy.
[0052]
The reason is that the advertisement performance data serving as the basis of the advertisement space distribution is sequentially transmitted and updated by the viewer accessing the portal site, so that the combination based on the advertisement performance of each medium is appropriately evaluated at any time. Therefore, an algorithm with higher accuracy can be obtained by such optimal distribution of the advertising space.
[Brief description of the drawings]
FIG. 1 is a functional block diagram showing an embodiment of the present invention.
FIG. 2 is a functional block diagram showing one form of the detail of FIG. 1;
FIG. 3 is a diagram showing one form of the contents of a table in FIG. 2;
FIG. 4 is a flowchart showing an embodiment of the present invention.
FIG. 5 is a functional block diagram showing an example of the related art.
FIG. 6 is a functional block diagram showing an example of the related art different from FIG. 5;
[Explanation of symbols]
1 Advertiser 2 Advertiser 3 Advertisement medium 4 Viewer 5 Internet 6 ISP (Internet Service Provider)
21 Advertisement Frame Distribution System 22 Advertisement Performance Evaluation System 23 Value Distribution System 24 Access Information Import Unit 25 Access Performance Table 26 Performance Analysis and Evaluation Unit 41 Viewer Terminal 61 Portal Site

Claims (10)

In an advertisement providing method of setting an advertisement requested by an advertisement client in an advertisement space and providing the advertisement to a plurality of various media (media), a portal site corresponding to at least one of the media to be advertised is created on the Internet. A method of providing an advertising space, in which an advertisement for leading to the portal site is set, to each medium in advance, wherein the access from the viewer to the portal site guided by the advertisement provided for each medium is provided. When the information is received, it is taken in, recorded as predetermined advertisement performance data and evaluated, and when the set advertisement space is distributed to various media, each of the advertisement spaces is set based on the evaluation of the advertisement performance data. A method for providing advertisements to various media, wherein the advertisement is distributed to media. In an advertisement providing method for setting an advertisement requested by an advertisement client as an advertisement space and providing the advertisement space to a plurality of various media (media), when the set advertisement space is distributed to various media,
If there is no record of providing the media for this advertisement, a portal site corresponding to the advertisement is created for each of the various media and published on the Internet. Sort to medium,
When receiving access information from a viewer to the portal site guided by an advertisement in the various media, the access information is taken in, is recorded as predetermined advertisement performance data, and is evaluated. When having performance data, an advertisement is created so as to be directed to the portal site corresponding to the medium, and the set advertising space is allocated to each medium based on an evaluation obtained from the predetermined performance. A method for providing advertisements to various media, characterized by the following. 3. The method according to claim 1, wherein the predetermined result is the number of accesses to the portal site in each of the advertisements and each of the various media, and the distribution of the advertisement space is based on the evaluation obtained from the advertisement result data of the various media. A method for providing advertisements to various media, wherein an optimal solution is selected and executed from a combination that gives the maximum effect for each of a plurality of media. 4. The method of providing advertisements to various media according to claim 3, wherein the evaluation of the advertisement result data is performed based on the number of times of access in consideration of a time when the portal site was accessed and opened. 3. The method of providing advertisements to various media according to claim 1 or 2, wherein the payment to each Internet service provider (ISP) operating the portal site is distributed based on the predetermined advertisement performance data. . In an advertisement providing system in which an advertisement requested by an advertisement client is set as an advertisement space and provided to a plurality of various media (media),
A portal site created for each of the various media and previously published on the Internet by an Internet service provider (ISP), and guided by the advertisement to be viewed via the various media and accessed by a viewer;
Advertisement performance evaluation means for receiving access information from the viewer to the portal site guided by advertisements in the various media from the portal site as advertisement performance data, and recording and evaluating the received advertisement performance data;
When an advertisement is received from an advertisement client and an advertisement space is set and the advertisement space is allocated to various media, the advertisement space is allocated to each medium based on the evaluation of the advertisement performance data obtained from the advertisement performance evaluation means. An advertisement providing system for various media, comprising: 7. The system according to claim 6, further comprising a consideration distribution unit that distributes consideration to each Internet service provider (ISP) operating the portal site based on evaluation of advertisement performance data obtained from the advertisement performance evaluation means. Advertisement providing system to various media. 7. The system according to claim 6, wherein the various media are advertising media including a radio broadcast, a television broadcast, a newspaper, a magazine, and the Internet. 7. The system according to claim 6, wherein the portal site is provided for each of various types of media and further for each type of advertisement. 7. The system according to claim 6, wherein the advertisement record data is the number of times of access taking into account the time when the portal site was accessed and opened.

Images