JP2007164710A - Banner distribution system and banner distribution method - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To display a plurality of pieces of banner advertisement by moving images according to customers who access a Web page and to enable proper charging according to attention frequencies of accessing persons to the banner advertisement. <P>SOLUTION: The attention frequencies of banner data are measured to perform charging processing according to the attention frequencies by analyzing attributes of the Web page according to a matching degree between a keyword and character data included in the Web page by a indexing server 352 arranged on the Internet 2, accumulating data for linking to insert banner data according to the attributes of the Web page into content data in a banner data accumulation part 33a, displaying the banner data according to the attributes of the Web page by inserting the banner data into the content based on link data, varying reproduction output of the moving images included in the banner data while a mouse pointer 101b is located on the banner data and detecting variation of the reproduction output. <P>COPYRIGHT: (C)2007,JPO&INPIT

Description

  The present invention relates to a banner distribution system and a banner distribution method for inserting banner data such as advertisements into content data distributed through the Internet.

  Conventionally, as a method for increasing access to a website on the Internet, a banner advertisement that displays a link function for transitioning between pages with characters, images, and the like has been widely used. In this banner advertisement, the banner itself can be made to function as an advertising medium by displaying the advertisement of the link destination (for example, a commercial site) with characters and images, etc., and the visitor clicks on the banner. The visitor can be guided to a linked commercial site or the like.

  In such banner advertisements, advertising charges are usually charged for the advertising effectiveness, but the setting of the advertising charges is simply based on the posting period regardless of whether there is a product sales result or not. Those that charge advertising costs, those that charge advertising costs according to the number of banner impressions, those that charge advertising costs according to the number of clicks on the banner, and sales results on the site after clicking the banner One that imposes advertising costs or a combination of these is known.

By the way, in the above-mentioned banner advertisement, the advertising / advertising effect can be further enhanced by changing the type of banner advertisement to be posted on the web page according to the customers who access the web page. Conventionally, for example, as disclosed in Patent Document 1, the contents of an advertisement posting site are automatically analyzed for vocabulary, and a keyword is extracted and an advertisement that matches the extracted keyword (text, image, video, audio, A method of displaying barcodes and other creatives has been devised. According to such a method, appropriate advertisements can be posted on each web page, advertising revenue can be improved, and advertisements can be posted only on websites that match the content on the advertiser side. Can reduce the cost of advertising.
JP 2005-242711 A

  In recent years, the expressive power of Web pages has improved, and it has become possible to display moving images as banner advertisements. However, when a moving image is accompanied by sound, if a plurality of banners are displayed, a plurality of sounds are reproduced at the same time, and the contents cannot be accurately communicated, resulting in a lack of practicality.

  In addition, in the banner advertisement, since the banner itself can be an advertising medium as described above, there are cases where the advertising effect is exhibited even if it is not clicked. However, in the conventional system, unless it is clicked, the advertiser side of the banner advertisement cannot objectively measure the advertising effect, and it is difficult to set an appropriate advertising fee.

  Therefore, the present invention has been made in view of the above points, and allows a plurality of banner advertisements based on moving images to be displayed according to the customer base accessing the web page, and the frequency of attention of the accessor to the banner advertisements. It is an object of the present invention to provide a banner distribution system and a banner distribution method that enable appropriate charging according to the situation.

  In order to solve the above problems, the present invention provides a banner distribution system and method for inserting banner data such as advertisements into content data distributed over the Internet, and includes keywords classified by attributes and content data. The attribute analysis unit that analyzes the attribute of the content data according to the degree of match with the character data to be displayed, and a link for inserting banner data according to the attribute of the content data analyzed by the attribute analysis unit into the content data Content management data is acquired in association with the content data, and the content data is acquired through the Internet, and link data associated with the content data is acquired from the banner management unit. Banner day according to the attributes of Is inserted into the content and displayed, a pointer control unit that displays a pointer that moves on the display unit according to an operation signal input by the user, and the attention frequency of the banner data is measured through the Internet. A billing unit that performs billing processing according to frequency.

And in the present invention,
(1) The attribute of the content data is analyzed according to the degree of coincidence between the keyword classified by the attribute and the character data included in the content data by the attribute analysis unit arranged on the Internet,
(2) Link data for inserting banner data corresponding to the attribute of the content data analyzed by the attribute analysis unit into the content data is accumulated in the banner management unit in association with the content data,
(3) Acquire content data through the Internet, acquire link data associated with the content data from the banner management unit, and insert banner data corresponding to the attribute of the content data into the content based on the link data. Displayed on the display,
(4) While displaying a pointer that moves on the display unit according to an operation signal input by the user, while the pointer is positioned on the banner data, change the output form of the video information included in the banner data,
(5) By detecting a change in the output form of the moving image through the Internet, the attention frequency of the banner data is measured, and the charging unit performs a charging process according to the attention frequency.

  According to the present invention as described above, banner data corresponding to the attribute of the content data to be distributed can be inserted into the content data, so that a banner advertisement corresponding to the visitor's customer base can be performed. . In addition, by monitoring the movement of the pointer by user operation and detecting the output form of banner data, it is possible to grasp which banner the user has paid attention to on the service provider side, and to charge appropriately Can do.

  In the above invention, it is preferable that the display area of the banner data is enlarged and reduced and the volume is changed as a change in the moving image information output form. In this case, even if a plurality of banner data is displayed, only the noticed banner is enlarged and the sound is output, so that the display screen configuration is formed by unnecessarily large banner data being arranged in parallel. It can be prevented from becoming complicated and causing a plurality of voices to be output at the same time.

  Moreover, in the said invention, it is preferable that an attribute analysis part performs analysis using the metadata which is provided to content data and shows the attribute of content data as a keyword. In this case, the present invention can be realized using an existing search engine system, and the existing system can be used effectively.

  As described above, according to the present invention, it is possible to display a plurality of banner advertisements, such as moving images accompanied by sound, without complicating the display screen according to the attributes of the Web page and the customer base accessing the Web page. In addition, it is possible to charge appropriately according to the frequency of attention of the accessor to the banner advertisement.

(Configuration of banner distribution system)
Embodiments of the present invention will be described with reference to the drawings. FIG. 1 is a block diagram showing a schematic configuration of the banner distribution system according to the present embodiment.

  In the present embodiment, a case will be described as an example where multimedia content such as a web page or a moving image distributed from the server group 31 to 35 via the Internet 2 is viewed on the user terminal device 1. The “module” used in the description refers to a functional unit that is configured by hardware such as an apparatus or a device, software having the function, or a combination thereof, and achieves a predetermined operation. .

  The Internet 2 is a distributed type constructed by connecting various communication lines (public lines such as telephone lines, ISDN lines, ADSL lines, private lines, wireless communication networks) using the communication protocol TCP / IP, for example. This IP network includes an intranet (intra-company network) such as 10BASE-T and 100BASE-TX, and a LAN such as a home network.

  Specifically, each of the server groups 31 to 35 includes a web server 31, a banner management server 32, a banner distribution server 33, a billing aggregation server 34, and a search system server group 35 (servers 351 to 355). It is configured.

  The Web server 31 is a general communication server distributed on the Internet 2 and transmits information such as HTML (HyperText Markup Language) files, image files, and music files in a document system such as the World Wide Web (WWW). Server computer or software with its function, storing information such as HTML documents and images, and responding to the request of an application such as a Web browser executed on the user terminal device 1 (Web Page). In the present embodiment, banner data such as a video advertisement can be inserted into the content distributed by each Web server 31.

  The banner management server 32 is a server that stores and manages link data for inserting banner data in the content distributed from the Web server 31, and the link data storage unit 32a stores links for each Web page. Data D4 is accumulated, and link data D4 is distributed in response to a link data request D3 from the user terminal device 1. Here, the link data D4 is information for inserting banner data corresponding to the attribute of the Web page into a predetermined area of the content data, and is expressed by a tag such as HTML, for example. This link data D4 is generated and returned by CGI or JAVA (registered trademark) that is called and executed from the browser of the user terminal device 1, and any banner data is displayed in any area of the Web page displayed on the browser. Link information (such as URL of banner data) describing whether to insert the URL is included.

  Specifically, an area ID for identifying the embedded area is assigned to the area where the banner data of the web page is embedded, and the area ID is described in the link data request D3 to the banner management server 32. Send. The banner management server 32 collates the link data storage unit 32a based on the area ID, and searches for link data associated with the area ID. The searched link data describes the address (URL including domain, folder name, file name, etc.) of the banner distribution server 33 that holds the banner data to be inserted in the area specified by the area ID. By reading it on the user terminal device 1 side, banner data is inserted into a predetermined area in the Web page.

  The banner distribution server 33 basically distributes banner data as an advertisement to the user terminal device 1 in response to a request (here, a banner request) from the user terminal device 1 in the same manner as the Web server 31. It is a server. The banner data is, for example, sound data, character data, etc. in addition to a video clip such as a moving image, and is stored in the banner data storage unit 33a as file data. The banner data storage unit 33a also stores submission information (banner data identifiers, advertiser identifiers, validity period, etc.) and advertisement price information (advertisement data identifiers, prices according to time zones, etc.) related to each banner data. These pieces of information are provided to the accounting tabulation server 34. In the billing aggregation server 34, from the information provided from the banner distribution server 33 and the information provided by the output form notification D7, depending on the attention frequency of the banner data, etc. The viewing fee for the user may be reduced.

  On the other hand, the search system server group 35 specifically includes a search engine server 353, an indexing server 352, and a crawler server 351. The database includes an indexing database 355 and a crawling data server 354. Have.

  In addition to a general Internet search service, the search engine server 353 receives a search request (including the URL of a web page into which a banner is inserted) from the banner management server 32 through the Internet 2 and refers to the indexing database 355. Then, the attribute of the corresponding Web page in the indexing data is acquired from the URL included in the search request.

  Further, the search engine server 353 according to the present embodiment searches the banner data storage unit 33a for banner data corresponding to the attribute of the Web page acquired from the indexing data, and the location address (banner of the searched banner data) A function of acquiring a folder name, a file name, etc. in the data storage unit 33a and notifying the banner management server 32. The banner management server 32 updates the link data so as to associate the location address of the notified banner data with the Web server.

  The indexing database 355 is a database server that stores indexing data for associating metadata indicating the attributes of each Web page (target user's age, gender, hobbies, type of information to be distributed, etc.) with the location address of the Web page. It is. The indexing server 352 is an attribute analysis unit that analyzes Web page attributes according to the degree of matching between the keywords classified by the attribute and the character data included in each Web page, and generates the analysis results as metadata. Yes, analysis results (keywords included in Web pages and attributes determined by them) are stored in indexing data. Specifically, from the crawling data collected by the crawler server 351, the location address of the web page included in the crawling data and text data indicating the content of the web page are extracted and associated with each other, and the keyword attributes Classify according to, and save as indexing data.

  The crawler server 351 is a so-called patrol robot server. The crawler server 351 circulates data on the Internet, downloads the text data and multimedia contents, and stores them in the crawling data server 354. The crawler server 351 also monitors the update of already acquired data, and has a function of downloading again when the content of the already acquired data is changed by a predetermined ratio or more.

(User terminal configuration)
The user terminal device 1 is a communicable arithmetic processing device equipped with a CPU, and can be realized by a general-purpose computer such as a personal computer or a dedicated device specialized in function, and can be implemented by a mobile computer or a PDA (Personal Digital Assistance). ), Mobile phones and the like. FIG. 2 shows an internal configuration of the user terminal device 1.

  As shown in the figure, the user terminal device 1 includes a communication interface 110, a cache unit 106, a content playback unit 102, an output data generation unit 104, an output interface 105, as a module related to streaming reception and playback. And a display unit 101.

  The communication interface 110 is a module that transmits and receives data as packets through the Internet 2. Through this communication interface 110, Web page data D2, banner data D61 and D62, and link data D4 are received, and a search request D1 and Each data request D3, D5, output form notification D7, etc. are transmitted to each server.

  The cache unit 106 is a buffer device that temporarily stores and holds Web pages and multimedia contents (banner data D61 and D62) received from the Internet 2 and displayed / reproduced by the content reproduction unit 102.

  The application execution unit 103 is a module that executes an application such as a general OS or browser software 101a, and is usually realized by a CPU or the like. The application execution unit 103 also functions as a pointer control unit that displays a mouse pointer 101b that moves on the display unit 101 in accordance with an operation signal input by an operation device such as the mouse 109a. This operation signal is acquired via the operation device interface 109.

  The content playback unit 102 is a module that plays back multimedia such as moving image data and audio data and outputs it from the browser software 101a on the display unit 101, the speaker 105a, etc. In this embodiment, the module is executed by the application execution unit 103 It is realized by a plug-in incorporated in the browser software.

  In addition, in this embodiment, the content playback unit 102 includes a banner insertion unit 102a that displays banner data D61 and 62 in each of the predetermined areas 101c to 101e displayed on the browser software 101a in the web page data D2. is doing. As shown in FIGS. 3A and 3B, the banner insertion unit 102a analyzes a tag defining a predetermined area of the Web page data D2, and inserts banner data D61 and 62 into the predetermined areas 101c to 101e. To do. More specifically, the application execution unit 103 monitors the position of the mouse pointer on the Web page. When the mouse is positioned so as to be overlaid on the predetermined areas 101c to 101e, the application execution unit 103 detects the occurrence of the event and the predetermined area Change the output form of the banner embedded in. In the present embodiment, for example, when the banner is a moving image, before the event occurs, as shown in FIG. 3 (a), a reduced-size still image D61 is displayed, and when the event occurs, As shown in FIG. 4B, the size of the banner is enlarged and switched to the moving image D62 for reproduction, and sound is output (volume increase).

  The output form change detected by the banner insertion unit 102a is acquired by the output form acquisition unit 108, and is transmitted to the accounting tabulation server 34 as an output form notification D7. Specifically, in the output form notification D7, the URL of the displayed web page, the area ID for specifying the area where the mouse over has occurred, the user ID for specifying the user (or the terminal ID of the user terminal device 1) , The banner ID that identifies the banner data, the time when the event occurred, etc. are included. The accounting total server 34 performs accounting processing for the advertiser based on these pieces of information.

  The output data generation unit 104 is a module that converts the multimedia content data read by the application execution unit 103 into a video signal and an audio signal, and generates a signal that can be output by the display unit 101 or the speaker 105a. The output interface 105 is a module that outputs video and audio output signals from the display unit 101 and the speaker 105a, respectively. The display unit 101 is a display device such as a liquid crystal display, for example, and synthesizes and displays a plurality of screens such as a moving image display window and a text input window.

  Further, the user terminal device 1 includes a data request unit 107 as a module related to a data request. The data request unit 107 is a module that transmits each data request according to browser software executed by the application execution unit 103. Specifically, the data request unit 107 transmits a display request for displaying a Web page (HTML) to the Web server 31. Then, a link data request and a banner request for displaying the banner are transmitted to the banner management server 32 and the banner distribution server 33.

  Further, the user terminal device 1 includes an operation device interface 109 as a module related to the user interface. The operation device interface 109 is a module to which an operation device such as a mouse or a keyboard is connected and an operation signal is input / output. With the application execution unit 103 and the mouse 109a, the user can operate the mouse pointer 101b or input a keyword for displaying a Web page.

(Banner delivery method)
The method of the present invention can be implemented by operating the banner distribution system having the above configuration. FIG. 4 is a flowchart showing an operation related to banner display in the banner distribution system according to the present embodiment.

  In this embodiment, web pages on the Internet 2 are periodically circulated and analyzed in advance by the indexing server 352, and the attributes of each web page are stored in the indexing database 355 as metadata. In accordance with the metadata in the indexing data, banner data corresponding to the attribute of each web page is searched, the predetermined areas 101c to 101e of the web page are associated with the banner data, and the link data is the link data storage unit. Accumulated in 32a.

  When the browser software 101a is activated on the user terminal device 1 side and access to an arbitrary Web page is started, a display request for the Web page is transmitted to the Web server 31 (S101). In response to this display request, the Web server 31 distributes the Web page data D2 toward the user terminal device 1 (S102, S103). The browser software 101a acquires the Web page data D2, analyzes the tag in the Web page data D2, and requests the banner management server 32 for the link data described in the tag (S105).

  The banner management server 32 receives the link data request D3 (S106), and searches for link data based on the area ID included in the link data request D3 (S107). If there is no corresponding data as a result of this search, or if it has been updated for some time, a search request is sent to the search engine server 353 (S109). On the other hand, when there is link data and the data is the latest, the detected link data is transmitted to the user terminal device 1 side (S115).

  In step S109, the search engine server 353 that has received the search request searches the indexing data based on the URL of the Web page included in the search request, and acquires the attribute of the URL (S109 to S112). If there is no corresponding URL in the indexing data, the crawler server immediately goes around, acquires and analyzes the text data of the target Web page, and generates metadata.

  Next, banner data corresponding to the attribute of the web page is searched and selected from the banner data storage unit 33a, the link data is updated (S113, S114), and the updated link data is sent to the user terminal device 1 side. Transmit (S115). The browser software 101a receives the link data D4 (S116), and requests banner data from the corresponding banner distribution server 33 based on the link data D4 (S117). The banner distribution server 33 transmits banner data related to the request (S118, S119). The browser software 101a receives the transmitted banner data, inserts it into the Web page, and displays it on the display unit 101 (S121). As shown in FIG. 3 (a), the display unit 101 displays a reduced-size still image (or a repeated image of a short time) as banner data in predetermined areas 101c to 101e in the browser software 101a. ing.

  Next, a change in the display format of banner data and a charging process associated therewith will be described according to a user operation on the display unit 101. FIG. FIG. 5 is a flowchart showing banner data display change and billing processing in the present embodiment.

  First, as shown in FIG. 3 (b), when the mouse pointer 101b is overlaid on a predetermined area (here, 101d) by a user operation, a mouse over event is generated even if no click operation is performed. Occurs (S201). Due to the occurrence of this event, the area of the predetermined area 101d is enlarged, and a long-time playback of a moving image and audio output are started (S202).

  The occurrence of this event is detected by the output form acquisition unit 108, and the output form notification D7 related to the area where the event has occurred is notified to the accounting tabulation server 34 (S203). In response to receiving the output form change notification (S204), the billing aggregation server 34 identifies the user, banner, website, etc. included in the notification, accumulates the attention history for each banner data (S205), The attention frequency of the banner data is measured based on the accumulated data, and the accounting unit performs an accounting process corresponding to the attention frequency (S206).

(Action / Effect)
According to the banner distribution system and method according to the present embodiment, a service is provided by monitoring the movement of the mouse pointer 101b by a user operation and detecting a change (event occurrence) in the output form of banner data. It is possible to grasp which banner data the user has paid attention to on the user side, and to perform appropriate charging.

  In the above embodiment, as a change in the output format of the video information due to the occurrence of an event, while the mouse is over, the display size of the banner data is enlarged and the volume is output. Even if it is displayed on the page, only the noticed banner will be magnified and sound will be output, and unnecessary large banner data will be paralleled to make the display screen configuration complicated, It is possible to prevent the sound from being output simultaneously and becoming noisy.

It is a block diagram which shows schematic structure of the banner delivery system which concerns on embodiment. 2 is a block diagram showing an internal configuration of a user terminal device 1 according to the embodiment. FIG. It is explanatory drawing which shows the banner data display in this embodiment. It is a flowchart figure which shows the operation | movement regarding the banner display in the banner delivery system which concerns on this embodiment. It is a flowchart figure which shows the display change and billing process of banner data in this embodiment.

Explanation of symbols

D1 ... Search request
D2 ... Web page data
D3 ... Link data request
D4 ... Link data
D5 ... Banner request
D61, 62 ... Banner data
D7… Output form notification
1 ... User terminal device
2 ... Internet
31 ... Web server
32 ... Banner management server
32a: Link data storage unit
33… Banner delivery server
33a… Banner data storage
34 ... Billing summary server
35 ... Search system server group
101 ... Display section
101a… Browser software
101b ... Mouse pointer
101c to 101e ... predetermined area
102 ... Content playback section
102a… Banner insertion part
103: Application execution part
104 ... Output data generator
105 ... Output interface
105a ... Speaker
106 ... Cache part
107: Data request section
108 ... Output form acquisition unit
109… Operation device interface
109a ... Mouse
110… Communication interface
351 ... Crawler server
352 ... Indexing server
353 ... Search engine server
354 ... Crawling data server
355 ... Indexing database

Claims (4)

A banner distribution system that inserts banner data such as advertisements into content data distributed over the Internet,
An attribute analysis unit that analyzes the attribute of the content data according to the degree of coincidence between the keyword classified by the attribute and the character data included in the content data;
Link data for inserting the banner data according to the attribute of the content data analyzed by the attribute analysis unit into the content data, and a banner management unit for storing the content data in association with each other;
The content data is acquired through the Internet, link data associated with the content data is acquired from the banner management unit, and banner data corresponding to the attribute of the content data is obtained based on the link data. A display section to be inserted and displayed in the content;
A pointer controller that displays a pointer that moves on the display unit according to an operation signal input by a user; and
A billing unit that measures the attention frequency of the banner data through the Internet and performs a billing process according to the attention frequency;
The banner data changes the output form of the video information included in the banner data while the pointer is positioned on the banner data,
The banner distribution system, wherein the billing unit detects a change in an output form of the moving image and measures the attention frequency.   2. The banner distribution system according to claim 1, wherein as the change in the output form of the moving image information, the display area of the banner data is enlarged and reduced, and the volume is changed. A banner distribution method for inserting banner data such as advertisements into content data distributed over the Internet,
Step (1) of analyzing the attribute of the content data according to the degree of coincidence between the keyword classified by the attribute and the character data included in the content data by the attribute analysis unit arranged on the Internet;
A step (2) of storing, in the banner management unit, link data for inserting the banner data corresponding to the attribute of the content data analyzed by the attribute analysis unit into the content data in association with the content data When,
The content data is acquired through the Internet, link data associated with the content data is acquired from the banner management unit, and banner data corresponding to the attribute of the content data is obtained based on the link data. Step (3) to insert and display on the display unit,
A step of displaying a pointer that moves on the display unit according to an operation signal input by a user and changing an output form of moving image information included in the banner data while the pointer is positioned on the banner data (4) and
A step (5) of measuring the attention frequency of the banner data by detecting a change in the output form of the moving image through the Internet, and performing a billing process according to the attention frequency by the billing unit. And banner delivery method.   4. The banner distribution method according to claim 3, wherein the display area of the banner data is enlarged and reduced and the volume is changed as a change in the output format of the moving image information.

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