JP2006101543A - 人口統計学的範疇についてのユーザー値を決定するための双方向テレビ番組ガイドシステム - Google Patents
人口統計学的範疇についてのユーザー値を決定するための双方向テレビ番組ガイドシステム Download PDFInfo
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Abstract
【課題】人口統計学的範疇についてのユーザー入力値を決定するための双方向テレビ番組ガイドシステムを提供する。
【解決手段】このシステムは、双方向テレビ番組ガイドのための番組ガイド情報を受信するための受信機、ユーザーインターフェイス(例えば、リモートコントロール(54))からユーザー入力を受信するためのユーザー入力受信機(62)、受信したユーザー入力を利用して、人口統計学的範疇についてのユーザー値を決定するマイクロプロセッサ、および決定したユーザー値を格納するためのメモリを有するユーザーテレビ機器(44)を含む。双方向テレビ番組ガイドのユーザーに広告を標的化するためのシステムの1つの例示的な使用において、受信機はまた、広告を受信し、ここでこの広告は、特化された人口統計学的範疇について予め選択された値を有する。
【選択図】図1
【解決手段】このシステムは、双方向テレビ番組ガイドのための番組ガイド情報を受信するための受信機、ユーザーインターフェイス(例えば、リモートコントロール(54))からユーザー入力を受信するためのユーザー入力受信機(62)、受信したユーザー入力を利用して、人口統計学的範疇についてのユーザー値を決定するマイクロプロセッサ、および決定したユーザー値を格納するためのメモリを有するユーザーテレビ機器(44)を含む。双方向テレビ番組ガイドのユーザーに広告を標的化するためのシステムの1つの例示的な使用において、受信機はまた、広告を受信し、ここでこの広告は、特化された人口統計学的範疇について予め選択された値を有する。
【選択図】図1
Description
(発明の背景)
本発明は、双方向テレビ番組ガイドに関し、そしてより詳細には、決定された値が特化された使用(例えば、広告を標的化するため)のために利用され得るように、人口統計学的範疇についてのユーザー値を決定するための双方向テレビ番組ガイドシステムに関する。
本発明は、双方向テレビ番組ガイドに関し、そしてより詳細には、決定された値が特化された使用(例えば、広告を標的化するため)のために利用され得るように、人口統計学的範疇についてのユーザー値を決定するための双方向テレビ番組ガイドシステムに関する。
ケーブル、衛星、および放送テレビシステムは、多数のテレビチャンネルを視聴者に提供する。視聴者は、伝統的には、印刷されたテレビ番組スケジュールを見て、特定の時間に放送される番組を決定する。より最近では、双方向電子テレビ番組ガイドが開発され、このことによって、テレビ番組情報を視聴者のテレビに表示することが可能になった。
双方向番組ガイドは、典型的には、セットトップボックスで実行される。このような番組ガイドは、ユーザーに異なる表示形式でテレビ番組リストを見せることを可能にする。例えば、ユーザーは、番組ガイドを指示して、チャンネル指定または時間指定リストに体系づけた番組リスト網を表示させ得る。ユーザーはまた、テーマ(例えば、映画、スポーツなど)またはタイトル(すなわち、アルファベット順に)によって番組リストを検索および選別し得る。ユーザーは、所望の番組リストに強調領域を設け、そして「info」ボタンを押すことによって、番組についてのさらなる情報を獲得し得る。ユーザーは、番組リストに強調領域を設け、そして「OK」ボタンを押すことによって番組ガイドから有料番組を購入し得る。いくつかのシステムでは、ユーザーが番組リストに強調領域を設け、そして「record」ボタンを押すことによって録画するための番組を選択することが可能である。
番組ガイドとのユーザーの対話は、ユーザーの興味の指標である。例えば、そのユーザーがペイパービュー映画を購入する場合、それを購入すると、そのユーザーがそのタイプの映画に興味があるということが示される。範疇「スポーツ」で番組リストを検索することは、そのユーザーがスポーツに興味を持っていることを示す。ユーザーの番組ガイドとの対話は、ユーザーの興味を示すが、これまでに公知の番組ガイドシステムは、この情報をモニターせず、使用しなかった。
1998年3月4日に出願された、同一人に譲渡され、同時係属中の米国特許出願第09/034,939号(これは、本明細書中にその全体が参考として援用される)では、ユーザーの番組ガイドとの対話をモニターすることによってユーザーの興味を決定するための番組ガイドシステムが記載されている。’939出願はまた、ユーザーの興味を利用して、広告を提示するか、または番組ガイドにおいて行動を起こすことを記載する。
ユーザー情報を人口統計学的範疇に分類するための体系的アプローチを提供し得ることは望ましい。次いで、この人口統計学的範疇は、特化された目的のために(例えば、広告を標的化するためか、または番組ガイドにおいて特定の動作をおこすため)使用され得る。本願全体を通して使用されるように、「人口統計学的範疇」は、ユーザー情報(例えば、収入、年齢、趣味など)の分類を意味し、この情報は、識別および選択のための基本として働く。このような体系的アプローチにより提供される利点としては、特化された目的を達成するにおいて、より高い効率かつより少ないコストが挙げられる。例えば、広告を標的化するために、人口統計学的範疇の使用は、広告のより効率的な標的化、そして結果的にはより少ないコストを意味する。広告主は、人口統計学的範疇を選択して、その広告主が提供する製品またはサービスに興味を持っている可能性が最も高いユーザーに、広告を確実に標的し得る。
従って、本発明の目的は、番組ガイドとのユーザーの対話から得られた情報を、人口統計学的情報に分類する番組ガイドシステムを提供することである。本発明の別の目的は、この人口統計学的範疇についてのユーザー値を決定することである。本発明のなお別の目的は、広告主が意味のある特定の人口統計学的範疇を選択して、その広告主が提供する製品またはサービスが、これらを購入することに興味がある可能性が最も高いユーザーに確実に標的化され得るように、この人口統計学的範疇についてのユーザー値を決定する双方向テレビ番組ガイドシステムを提供することである。
(発明の要旨)
本発明のこのおよび他の目的は、人口統計学的範疇についてのユーザー入力値を決定するための双方向テレビ番組ガイドシステムにより、本発明の原理に従って達成される。このシステムは、双方向テレビ番組ガイドについての番組ガイド情報を受信するための受信機、ユーザーインターフェイスからのユーザー入力を受信するためのユーザー入力受信機(例えば、リモートコントロール)、受信したユーザー入力を利用して、人口統計学的範疇についてのユーザー値を決定するマイクロプロセッサ、および決定されたユーザー値を格納するためのメモリを有するユーザーテレビ機器を含む。
本発明のこのおよび他の目的は、人口統計学的範疇についてのユーザー入力値を決定するための双方向テレビ番組ガイドシステムにより、本発明の原理に従って達成される。このシステムは、双方向テレビ番組ガイドについての番組ガイド情報を受信するための受信機、ユーザーインターフェイスからのユーザー入力を受信するためのユーザー入力受信機(例えば、リモートコントロール)、受信したユーザー入力を利用して、人口統計学的範疇についてのユーザー値を決定するマイクロプロセッサ、および決定されたユーザー値を格納するためのメモリを有するユーザーテレビ機器を含む。
この双方向テレビ番組ガイドのユーザーに広告を標的化するためのシステムの1つの例示的な使用において、その受信機はまた広告を受信し、ここで、この広告は、特化された人口統計学的範疇についての予め選択された値を有する。ユーザーテレビ機器は、好ましくは、マイクロプロセッサを使用して、広告と関連した特化された人口統計学的範疇についての予め選択された値と、メモリに格納された対応する人口統計学的範疇の値とを比較して、どの広告が表示されるべきかを決定する。次いで、比較に基づいて表示可能であると決定されたそれらの広告は、表示される。
本発明のさらなる特徴、その性質および種々の利点は、添付の図面および以下の好適な実施態様の詳細な説明から、より明らかになる。
(好ましい実施態様の詳細な説明)
本発明に従って、特定のユーザに対して広告を標的化することにおける使用のための例証的な番組ガイドシステム30を、図1に示す。ユーザの人口統計学的情報がそのために利用される特定の目的が、広告を標的化するために例証的に示されるが、ユーザの人口統計学的情報はまた、他の特定化された目的のために使用され得ることは当業者に明らかである。
本発明に従って、特定のユーザに対して広告を標的化することにおける使用のための例証的な番組ガイドシステム30を、図1に示す。ユーザの人口統計学的情報がそのために利用される特定の目的が、広告を標的化するために例証的に示されるが、ユーザの人口統計学的情報はまた、他の特定化された目的のために使用され得ることは当業者に明らかである。
メイン設備32は、番組ガイド情報(例えば、テレビ番組ガイド表データ、ペイパービュー(pay−per−view)注文情報、テレビ番組プロモーション情報など)を格納するための番組ガイドデータベース34を含む。メイン設備32はまた、広告情報を記憶するための広告データベース36を含む。データベース34および36からの情報は、通信リンク40を介して、テレビ配信設備38に伝達され得る。代表的には、メイン設備32からの情報が並行して送信される多数のテレビ配信設備38が存在するが、図面の過度の複雑化を避けるために、1つのこのようなテレビ配信設備38のみが図1において示される。リンク40は、衛星リンク、電話ネットワ−クリンク、ケーブルリンクもしくは光ファイバーリンク、マイクロ波リンク、このようなリンクの組み合わせ、または任意の他の適切な通信経路であり得る。データ信号に加えて、リンク40を介してビデオ信号(例えば、広告用およびプロモーション用映像)を伝達することが所望される場合、比較的高い帯域幅のリンク(例えば、衛星リンク)が、比較的低い帯域幅のリンク(例えば、電話回線)よりも一般に好ましい。
テレビ配信設備38は、テレビ信号をユーザに配信するための設備であり、例えば、ケーブルテレビの中継所、放送配信設備、または衛星テレビの配信設備である。
メイン設備32によってテレビ配信設備38に伝達される番組ガイド情報は、テレビ番組表データ(例えば、番組の時間、チャンネル、タイトル、説明など)を含む。送信される番組情報はまた、有料番組データ(例えば、個々の番組および加入チャンネルについての料金情報、番組およびチャンネルを注文するための時間ウィンドウ、衝動的に注文され得ない注文を出すための電話番号など)を含む。メイン設備32からテレビ配信設備38に送信される広告情報は、種々の製品およびサービスについてのテキスト、グラフィクス、ビデオおよび/またはその他(例えば、音声)による広告を含む。後にさらにより詳細に記載されるように、この広告情報はまた、各々の広告に関連する人口統計学的な範疇について、あらかじめ選択された値を含み得る。
所望される場合、いくつかの番組ガイドおよび広告情報は、メイン設備32以外の設備でデータソースを使用して提供される。例えば、有料番組注文処理に関連するデータ(例えば、請求データなど)は、メイン設備32から離れている、そしてテレビ配信設備38から離れている、注文の処理および請求システムによって生成され得る。同様に、広告情報は、メイン設備32およびテレビ配信設備38から離れている広告設備によって生成され得る。
そのソースに関わらず、広告情報は、所望の場合、テレビ配信設備38中のサーバー42上に維持され得る。サーバー42は、テキスト、グラフィクス、およびビデオを扱い得る。
テレビ配信設備38は、通信経路46を介して、番組ガイドおよび広告情報をユーザテレビ装置44に配信する。ユーザテレビ装置は、所望される場合、セットトップボックスを含み得るか、または先進的なテレビ受信機もしくはパーソナルコンピュータテレビ(PC/TV)であり得る。各々の通信経路46は、衛星リンク、電話ネットワ−クリンク、ケーブルリンクもしくは光ファイバーリンク、マイクロ波リンク、このようなリンクの組み合わせ、または任意の他の適切な通信経路であり得る。番組ガイドデータは、経路46上の帯域外のチャンネル、帯域内デジタルチャンネル、または任意の他の適切な技術を介して配信され得る。広告情報は、多くの適切な技術のいずれかを用いて配信され得る。例えば、テキスト広告およびグラフィクス広告は、帯域外の変調器を使用して帯域外のチャンネルを介して配信され得る。ビデオ広告もまた、この様式で配信され得るが、大量のビデオ情報は、経路46上の1つ以上のデジタルチャンネルを使用してより効率的に配信され得る。このようなデジタルチャンネルはまた、テキストおよびグラフィクスのためにも使用され得る。
各々のユーザは、受信機ユニットを有し、これは、代表的にはセットトップボックス48であるが、本明細書中に記載されるようなセットトップボックスの機能が組み込まれた、他の適切なテレビ装置であり得る。番組ガイドデータは、定期的にセットトップボックス48に配信される。テレビ配信設備38はまた、特定の情報(例えば、有料番組口座情報すなわち局所的に生成された認証技術を使用して購入および視聴された番組に関する情報)について定期的にセットトップボックス48をポーリングし得る。
各々のセットトップボックス48は、代表的には、オプションのビデオカセットレコーダー50に接続されて、その結果選択されたテレビ番組が録画され得る。このビデオカセットレコーダー50は、テレビ52に接続される。番組を録画するために、セットトップボックス48は、特定のチャンネルに同調し、そしてビデオカセットレコーダー50に、適切な時間に録画を開始および停止することをビデオカセットレコーダー50に指示する制御信号を送る(例えば、赤外線送信機を使用して)。
双方向テレビ番組ガイドは、ユーザテレビ装置44上で(例えば、セットトップボックス48上で)実行される。セットトップボックス48上で実行される双方向テレビ番組ガイドの使用の間、テレビ番組表は、テレビ52上に表示され得る。各々のセットトップボックス48、ビデオカセットレコーダー50、およびテレビ52は、1つ以上の遠隔制御54または任意の他の適切なユーザ入力インタフェイス(例えば、ワイヤレスキーボード、マウス、トラックボール、専用ボタンのセットなど)によって制御され得る。
セットトップボックス48は、マイクロプロセッサ60、ユーザ入力受信機62、およびメモリ64を含む。番組ガイドを実行するために必要とされるセットトップボックスの他の要素は、本明細書中で具体的に記載されない。なぜなら、それらは本発明の一部ではないからである。ユーザ入力受信機62は、遠隔制御54または他のユーザ入力インタフェイスからのユーザ入力を受け取る。例えば、ユーザ入力が赤外線遠隔制御信号によって送信される場合、そのユーザ入力受信機は、赤外線信号受信機である。後により詳細に記載されるように、マイクロプロセッサ60は、ユーザ入力受信機62によって受け取られたユーザ入力信号を利用して、異なる人口統計学的な範疇についての値を計算する。
マイクロプロセッサ60はまた、メモリ64に格納されたユーザについての関連する人口統計学的な範疇の値と、セットトップボックス48によって受け取られた各々の広告と関連するあらかじめ選択された値とを比較して、この広告がテレビ52上に表示されるか否かを決定する。メモリ64(これは、好ましくは不揮発性メモリである)は、ユーザについての人口統計学的な範疇の値を格納する。メモリ64はまた、ユーザについての人口統計学的な範疇の値を計算するために必要な情報を格納する。例えば、メモリ64は、ESPNチャンネルを見ている視聴者が、スポーツのファンであることの可能性のような情報を格納し得る。このような情報はまた、マイクロプロセッサ60に電気的に接続された別のメモリ中に格納され得る。
図2は、メモリ64中に格納された人口統計学的な範疇およびユーザについての人口統計学的な範疇の値のサンプル表である。図2はまた、セットトップボックス48によって受け取られた2つの広告についてあらかじめ選択された値を示す。人口統計学的な範疇の項目の下で、10の例示的なあらかじめ規定された人口統計学的な範疇が示される。これらの範疇は:(1)スポーツファン、(2)SFファン、(3)親、(4)愛犬家、(5)愛猫家、(6)年収20,000ドルより上、(7)年収30,000ドルより上、(8)年収50,000ドルより上、(9)年齢20〜35歳の女性、および(10)年齢18〜40歳の男性である。
人口統計学的な範疇の各々についての値は、0〜1である。0は、そのユーザが人口統計学的な範疇に合致していないこと(または、そのユーザがその範疇に合致する確率が0であること)を示す。1は、そのユーザがその人口統計学的な範疇に完全に合致すること(または、そのユーザがその範疇に合致する確率が1であること)を示す。0と1との間の任意の値は、そのユーザが部分的にその人口統計学的な範疇に合致することを示し、より高い数値は、対応してより良好に合致することを示す。この範囲の選択は意味のあるものではなく、任意の他の範囲(例えば、1〜10)または人口統計学的な情報の表示(例えば、コード、タグ、文字など)が、本発明の目的を実行するために使用され得る。人口統計学的な範疇の値の決定は、後に記載される。
図2の例示的なユーザについて、人口統計学的な範疇についての値は、ユーザが年齢18〜40歳のグループの男性であり、このユーザの年収は20,000ドルよりも上であるが、30,000より上ではなく、このユーザは純然たるスポーツファンであり、そしてこのユーザは愛犬家(0.5の値)というよりは愛猫家(0.7の値)であることを示す。
例示の目的のみのために、スポーツユーティリティービークル(SUV)についてであると想定される広告番号1は、スポーツファン人口統計学的範疇については少なくとも0.5の値、そして年収30,000より上の人口統計学的範疇については1の値があらかじめ選択されている。図2は、実際のスポーツユーティリティービークルの広告主が、値または人口統計学的な範疇でさえもその点から選択するものを必ずしも示していないが、例示の目的には適切であることに留意されたい。スポーツファン範疇についてのあらかじめ選択された値である0.5は、この広告主が、少なくとも中程度にスポーツに興味を持つ人に広告番号1を標的化することを所望していることを示す。さらに、この広告主は、少なくとも年間30,000を得ている人に標的化することを所望している。図2の例におけるこのユーザは、収入の範疇に合致しないので、広告番号1は、このユーザのテレビ52上には表示されない。
例示の目的のみのために、ビールについてであると想定される広告番号2は、スポーツファン人口統計学的範疇については少なくとも0.7の値、そして年齢18〜40のグループの男性の人口統計学的範疇については1の値があらかじめ選択されている。スポーツファン範疇についてあらかじめ選択された0.7の値は、この広告主が、少なくともかなり有意にスポーツに興味を持つ人に広告番号2を標的化することを所望していることを意味する。さらに、この広告主は、年齢18〜40のグループの男性である人に標的化することを所望している。図2におけるこのユーザは、値によって実証されたような両方の範疇に合致するので、広告番号2は、このユーザのテレビ52上には表示される。
各々の人口統計学的な範疇についての値は、そのユーザの特徴を反映する。このような人口統計学的な範疇についての値を計算または決定するための多くの異なる方法が存在する。所望される場合、ユーザの人口統計学的な特徴を示す情報を生成するための任意の適切な技術が使用され得る。例えば、ユーザーの人口統計学的な情報は、調査(例えば、オンライン調査、電話調査、訪問調査、郵便調査、番組ガイドに基づく調査など)、または他の型の市場研究を用いて収集され得る。以下は、番組ガイドにおけるユーザの入力に基づく人口統計学的な範疇についての値を計算または決定するための1つの適切な技術を記載する。
ユーザ入力受信機62によって受け取られたユーザ入力は、それらと関連するあらかじめ決められた重み値(WV)を有する。図3において、対応する重み値を有する、4つのこのような例示的なユーザ入力が示される(重み値についての0〜1の値の範囲の選択は、それ自体に、およびそれ自体の意味はない):1.0の重み値を有する番組の録画;0.5の重み値を有する思い出させるための合図の設定;0.5の重み値を有する少なくとも5分間の番組への同調および視聴;ならびに0.25の重み値を有する、番組に関する情報を収集すること。これらの重み値は、人口統計学的な範疇の値に対して、対応するユーザ入力が有する効果を示す。ユーザ入力の重み値が大きくなるほど、このようなユーザ入力に関連する人口統計学的な範疇の値が大きくなる。従って、図3の例に従って、番組を録画するユーザは、このユーザが同じ番組に関する情報を収集するよりも、関連する人口統計学的な範疇についてのより高い値を有する。このことは、番組を録画するという行為は、番組に関する情報を収集することよりも、一般的にその番組における興味のより高いレベルを示すからである。
少なくとも1つの人口統計学的な範疇に関連を有する各々のチャンネルおよび番組は、それに関連する各々の人口統計学的な範疇についてのあらかじめ選択された値(PV)を有し得る。このあらかじめ選択された値は、ユーザがどの程度人口統計学的範疇に合致するかのチャンネルまたは番組の表示である。例えば、図4に示されるように、ESPNチャンネルは、スポーツファン人口統計学的範疇に関連する0.95(0〜1の範囲の値から)のあらかじめ選択される値を有し得る。なぜなら、ESPNの視聴者が視聴者がスポーツファンであるという非常に高い可能性が存在するからである。しかし、ESPNチャンネルは、愛猫家人口統計学的な範疇と関連する0.5の値のあらかじめ選択された値を有し得る。なぜなら、その2つの間には強い関連はないようであるからである。あらかじめ選択された値は、研究、調査、世論調査、または他の信頼できる手段から決定され得る。再び、あらかじめ選択された値についての値の範囲0〜1の選択は、それ自体に、およびそれ自体の意味はないことに留意すべきである。
好ましくは、各々の人口統計学的な範疇について割り当てられたデフォルトの値が存在する。例えば、スポーツファン人口統計学的範疇は、0.5のデフォルト値を有し得る。このデフォルト値は、「代表的な」ユーザについての値を表し得、そして以下に議論されるように、ユーザについての人口統計学的範疇の値を計算することにおいて使用される。
各々の人口統計学的な範疇は、期間(P)を有し得る。これは、人口統計学的な範疇の値が意味があり、そしてユーザを反映していると見なされる前に必要とされるユーザ入力の最小数である。例えば、スポーツファンの人口統計学的な範疇は、5の期間を有し得る。
関連する人口統計学的範疇についてのあらかじめ選択された値を有する各々のチャンネルまたは番組は、あらかじめ決定された重み因子(WF)を有し得る。例えば、ESPNチャンネルは、図4に示すように、スポーツファン人口統計学的範疇について2の重み因子を有し得る。重み因子は、人口統計学的範疇についての期間に対してチャンネルまたは番組の重要さを表す。
関連するチャンネルまたは番組を含む各々のユーザ入力について、人口統計学的範疇についての値は以下のようになる:
Vd(i)=((WV*WF*PV)+((P−(WV*WF))*Vd(i−1)))/P
Vd(i−1)は、人口統計学的範疇についての以前の値、そしてiはユーザ入力の数を表す。i=1(すなわち、関連するチャンネルまたは人口統計学的範疇に関連する番組を含む第1のユーザ入力)の場合、上記で使用されるこのVd(i−1)は、人口統計学的範疇についてのデフォルト値である。システムへユーザ入力に基づくユーザの興味を適切に反映する任意の他の等式または関数が、本発明に従う人口統計学的範疇についての値を決定するために使用され得ることに留意すべきである。
Vd(i)=((WV*WF*PV)+((P−(WV*WF))*Vd(i−1)))/P
Vd(i−1)は、人口統計学的範疇についての以前の値、そしてiはユーザ入力の数を表す。i=1(すなわち、関連するチャンネルまたは人口統計学的範疇に関連する番組を含む第1のユーザ入力)の場合、上記で使用されるこのVd(i−1)は、人口統計学的範疇についてのデフォルト値である。システムへユーザ入力に基づくユーザの興味を適切に反映する任意の他の等式または関数が、本発明に従う人口統計学的範疇についての値を決定するために使用され得ることに留意すべきである。
例として、3つのユーザ入力が与えられたスポーツファン人口統計学的範疇についての値の決定が記載される。3つのユーザ入力は、以下であると仮定してみる:(1)ESPNでのスポーツイベントに関する情報を取り出す;(2)少なくとも5分間ESPNに同調し、そしてこれを視聴する;そして(3)ESPNからのスポーツイベントを録画する。上記および図3に提供される例において示される値を使用して、
Vスホ゜ーツファン(1)=((0.25*2*0.95)+((5−0.25*2)*0.5))/5=(0.475+2.25)/5=0.545
Vスホ゜ーツファン(2)=((0.5*2*0.95)+((5−0.5*2)*0.545))/5=(0.95+2.18)/5=0.626
Vスホ゜ーツファン(3)=((1*2*0.95)+((5−1*2)*0.626))/5=(1.9+1.878)/5=0.7556
ESPNを含む3人のユーザ入力の後、スポーツファンの人口統計学的な範疇の値は0.7556であり、これは、このユーザがかなりのスポーツファンであることを示す。しかし、受け取ったのが3つのみのユーザ入力であり、そしてスポーツファンの人口統計学的な範疇についてのあらかじめ規定された期間は5であるので、計算された値は、広告を標的化することの目的のためには十分には意味がないかもしれない(計算された値は、所望の場合、なお使用され得ることに注目のこと)。計算された値がこの理由のために使用されないならば、代わりにデフォルトの値が使用され得る。
Vスホ゜ーツファン(1)=((0.25*2*0.95)+((5−0.25*2)*0.5))/5=(0.475+2.25)/5=0.545
Vスホ゜ーツファン(2)=((0.5*2*0.95)+((5−0.5*2)*0.545))/5=(0.95+2.18)/5=0.626
Vスホ゜ーツファン(3)=((1*2*0.95)+((5−1*2)*0.626))/5=(1.9+1.878)/5=0.7556
ESPNを含む3人のユーザ入力の後、スポーツファンの人口統計学的な範疇の値は0.7556であり、これは、このユーザがかなりのスポーツファンであることを示す。しかし、受け取ったのが3つのみのユーザ入力であり、そしてスポーツファンの人口統計学的な範疇についてのあらかじめ規定された期間は5であるので、計算された値は、広告を標的化することの目的のためには十分には意味がないかもしれない(計算された値は、所望の場合、なお使用され得ることに注目のこと)。計算された値がこの理由のために使用されないならば、代わりにデフォルトの値が使用され得る。
最新のユーザ情報に基づいてユーザに広告を標的化することが好ましい。従って、本発明は、期間の基礎に基づいて(例えば、7日ごとに)またはユーザ入力の特定の数に基づいて、ユーザについての人口統計学的範疇の値を「リフレッシュする」ためにディケイ関数(decay function)を提供する。
例として、メモリ64中に格納されたスポーツファン人口統計学的範疇についての値が0.8であり、そして、ディケイ関数がスポーツファン人口統計学的範疇についての値を7日(この7日の間は入力行為が受け取られない)ごとにリフレッシュすることを仮定してみる。スポーツファン人口統計学的範疇に影響を与える最後のユーザ入力が受け取られてから7日間であった場合、このディケイ関数は、スポーツファン人口統計学的範疇についての値をあらかじめ決定された値(例えば、人口統計学的範疇についてのデフォルトの値)にリフレッシュする。このディケイ関数はまた、異なる値/パラメータを用いて、vd(i)について上記で与えられた式を使用する。マイクロプロセッサ60にディケイ関数を実行させることが好ましいことに注目のこと。
図2において、ユーザに対して広告を標的化する限界アプローチと呼ばれ得るものが例示されている。すなわち、広告についての人口統計学的範疇のあらかじめ選択された値が、ユーザーについての人口統計学的範疇の値を満たす場合、その広告は、番組ガイドによってユーザに対して表示される。
ユーザに対して広告を標的化することの別のアプローチは、ベストフィットまたは最密アプローチと呼ばれ得る。このアプローチにおいて、広告についての人口統計学的範疇のあらかじめ選択された値の「最密性」が、ユーザの人口統計学的範疇の値から決定される。この最密性は、例えば、各々の人口統計学的範疇についてのあらかじめ決定された値とユーザ値との絶対差を計算すること、次いですべての絶対差を付加することによって決定され得る。平方自乗平均もまた、使用され得る。ベストフィットアプローチは、ユーザのセットトップボックスに送信された多くの広告の中から表示される広告を選択することが所望される場合に特に有用である。
人口統計学的範疇の値が、外部のソースからのユーザ情報に基づき得ることに留意すべきである。例えば、ユーザの年収が、公的に利用可能な情報またはユーザによって完全なものにされた形態から決定されるならば、この情報は、セットトップボックスに送信され、そしてメモリに格納され得る。
図1の例示的な番組ガイドシステム30において、セットトップボックス48は、各々の広告を表示するか否かを決定するために、人口統計学的範疇についての値を計算し、計算された値を格納し、そしてユーザについての関連する人口統計学的範疇の値を、その広告と関連するあらかじめ選択された値と比較する。本発明の番組ガイドシステムは、本明細書中の記載を読む当業者に明白な様式で改変され得、その結果、セットトップボックスの実行されたいずれかのこれらの操作は、テレビ配信設備38またはメイン設備32において、あるいは任意の他の位置(図1には示していない)において、代わりに実行され得る。
人口統計学的情報に基づく広告の表示に関与するステップを、図5に示す。ステップ66において、ユーザについての人口統計学的範疇情報は、適切な技術(例えば、調査)を用いて、または番組ガイドとともにユーザの行為をモニタリングすること、ならびにユーザの行為およびメモリに格納されたあらかじめ選択された情報に基づいて人口統計学的範疇情報を計算することによって、決定される。ステップ68において、ユーザの人口統計学的プロフィールを表す人口統計学的範疇の情報は、ユーザのテレビ装置44において格納される。ステップ70において、関連する人口統計学的範疇情報(広告主が広告を標的化することを所望する視聴者を表す)を伴う広告が、ユーザテレビ装置に配信される(例えば、メイン設備32からの伝達およびテレビ配信設備38を介する配信によって)。ステップ72において、広告に関連する人口統計学的範疇情報をユーザの人口統計学的範疇情報と比較することによって、番組ガイドは、どの広告がユーザのために表示されるべきかを決定する。
前述の事項は、単に本発明の原理の例示にすぎず、種々の改変が、本発明の範囲および精神から逸脱することなく、当業者によってなされ得る。
Claims (1)
- 双方向テレビ番組ガイドのユーザーに広告を標的化するためのシステム(30)であって、以下:
該双方向テレビ番組ガイドについての広告のデータベース(36)を有するメイン設備(32)であって、該広告は、複数の人口統計学的範疇と関連し、ここで各広告が、その広告と関連した該人口統計学的範疇についての予め選択された値を割り当てられる、メイン設備;および
該双方向テレビ番組ガイドが実行されるユーザーテレビ機器(44)であって、ここで該ユーザーテレビ機器は、該メイン設備(32)から、広告とそれらの関連した予め選択された値とを受信し、該双方向テレビ番組ガイドに対するユーザー入力を利用して、該複数の人口統計学的範疇についてのユーザー値を決定し、該ユーザー値を格納し、そして該広告と関連した該人口統計学的範疇についての予め選択された値と、広告が該双方向テレビ番組ガイドで表示されるべきであることが決定された、対応する人口統計学的範疇の該格納されたユーザー値とを比較するように構成されている、ユーザーテレビ機器、
を特徴とする、システム。
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- 1999-05-13 CN CNA2004100078854A patent/CN1531344A/zh active Pending
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- 1999-05-13 KR KR1020007012802A patent/KR20010043634A/ko not_active Application Discontinuation
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