JP2007206876A - Advertisement distribution system in network service - Google Patents

Advertisement distribution system in network service Download PDF

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Publication number
JP2007206876A
JP2007206876A JP2006023456A JP2006023456A JP2007206876A JP 2007206876 A JP2007206876 A JP 2007206876A JP 2006023456 A JP2006023456 A JP 2006023456A JP 2006023456 A JP2006023456 A JP 2006023456A JP 2007206876 A JP2007206876 A JP 2007206876A
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JP
Japan
Prior art keywords
influencer
advertisement
user
advertisement distribution
db
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Pending
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JP2006023456A
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Japanese (ja)
Inventor
Mayumi Hagiwara
Naohiro Munechika
Kazuhiko Teramoto
Takeshi Tobinaga
和彦 寺本
直広 棟近
真弓 萩原
豪 飛永
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Nifty Corp
ニフティ株式会社
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Priority to JP2006023456A priority Critical patent/JP2007206876A/en
Publication of JP2007206876A publication Critical patent/JP2007206876A/en
Application status is Pending legal-status Critical

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Abstract

<P>PROBLEM TO BE SOLVED: To provide an advertisement distribution system for further increasing the degree of attention of advertisements to be distributed through a network. <P>SOLUTION: A server device 10 is provided with a service providing program 12a for achieving member communication among each user terminal 20; a DB for registering and storing the content of each service; an analytic program 13a for analyzing each DB, and for extracting words for each user ID; and an interest target DB 13b for accumulating analytic results. A keyword relative to the advertisement target merchandise is provided from an advertiser system 30, and an influencer retrieval program 14a retrieves the interest target DB 13b on the basis of each keyword, and searches the influencer index of each member for the advertisement target merchandise. An advertisement distribution program 15a extracts the influencer of the target merchandise from an influencer DB 14b, and distributes merchandise advertisement data. <P>COPYRIGHT: (C)2007,JPO&INPIT

Description

  The present invention relates to an advertisement distribution system that distributes advertisements to users using a computer network such as the Internet.

As an advertisement distribution system using a computer network, a system as described in Patent Document 1 has been known. The system disclosed in this document stores website attributes and user attributes, and displays a comment on an advertisement input by the user as advertisement data on a site having an attribute that matches the attribute of the user who input the comment. . Thereby, since the attribute of the user who input the comment and the user targeted by the website match, the possibility that the advertisement is noticed with empathy with the comment from the user who has a common point is increased. .
JP 2005-284113 A

  However, in the system disclosed in Patent Document 1 described above, there is usually no personal relationship between the user who has input the comment and the user to whom the advertisement is distributed, and the trust to the user who has input the comment. There is no sense, so there is a possibility that the degree of attention to the comments will not increase so much.

  The present invention has been made in view of the above problems, and an object thereof is to provide an advertisement distribution system that can further increase the degree of attention of advertisements distributed via a network.

  In order to solve the above-described problems, an advertisement distribution system in a network service according to the present invention is provided by a server device that can be connected to a plurality of terminals via a network. Service providing means for providing a community service that enables communication between operating users; Analyzing means for extracting words for each user from character information related to users using the community service and analyzing the user's interests , Based on the information obtained by the influencer search means, the influencer search means for obtaining an influencer index for each user from the information of interest analyzed by the analysis means, and the target product itself or About product categories Characterized in that it comprises an advertisement delivery means that influencers index of to deliver the ad for the subject merchandise to the high user.

  Further, when the advertisement distribution means receives information indicating that the advertisement has been checked from the user who has distributed the advertisement, the advertisement distribution means confirms that the information has been checked by the user who has previously distributed to other users who use the community service. It is desirable to display and distribute advertisements for the target product.

  In addition, the influencer search means searches for information of interest based on the keywords of the product specified by the advertiser, picks up words that match the specified keyword, and determines points for each keyword from the number of matches. The influencer index may be determined according to the total of points, search for information of interest, classify words for each product category, determine the points for each product category from the number of words, total points The influencer index may be determined according to

  Note that the influencer search means may add the number of times of communication with other users in the community service to the reference for obtaining the influencer index of the user.

  Moreover, when distributing an advertisement to a user with a high influencer index, a price changing unit may be further included that changes the price of the advertisement distributed to the user according to the content of the utterance in the user's community service.

  Further, in addition to obtaining an influencer index for each user, the influencer search means also calculates an influencer index for the content of the speech in the community service and / or the community itself formed in the community service. You may make it ask.

  According to the advertisement distribution system of the present invention, based on the community service, the influencer index of each user for the product or the product category is obtained from the interests of each user accumulated in the community service, and the advertisement is sent to this influencer. Can be delivered. The influencer writes on the bulletin board, blog, etc. according to the advertisement, so that the advertisement by word of mouth is transmitted to other users. Since the propagation of the advertisement by the influencer is highly reliable with respect to other users, a high advertising effect can be achieved.

  Moreover, about the advertisement which the influencer checked, by displaying that fact and distributing it to other users, other users are personally related because they use the same community service, and Since reliable influencer information is added to the product or category, the degree of attention to the advertisement is remarkably improved, and the advertising effect can be enhanced.

  The influencer index may be determined based only on the user's interest, but it can be determined more accurately by taking communication ability into consideration.

  Hereinafter, an embodiment of an advertisement distribution system in a network system according to the present invention will be described with reference to the drawings. FIG. 1 is a block diagram schematically illustrating a configuration of a social network service system including an advertisement distribution system according to an embodiment. This system includes a server device 10 connected to a plurality of user terminals 20 and an advertiser system 30 via a network N such as the Internet. The social network service provided by the server device 10 is a community-type service that allows only introductions from members who have already joined the member or from a medium that can be identified.

  The server device 10 is provided with a personal information management program 11a for managing personal information registered by a user who uses the service, and a personal information database (DB) 11b for storing them. Here, data such as the name, address, date of birth, age, occupation, blood type, and sex of the user who is a member is stored in association with an ID unique to each member.

  In addition, the server device 10 includes a service providing program 12 a that provides a community service that enables communication between users (members) who operate each terminal with respect to each user terminal 20. The community service is provided as a service within the social network service. In this example, a circle service that enables information exchange among specific members, a diary service that publishes individual member diaries, and individual member self-introductions. Self-introduction service for publishing members, friend introduction service for introducing members' friends, comment service for adding comments to messages to other members, shopping service for selling products only for members, and the like.

  Each member can belong to any circle and discuss common topics, publish diaries and self-introductions to other members, introduce friends to join members, and send messages to other members You can write comments and shop.

  The server device 10 includes a DB for registering and storing the contents of each community service. That is, the server device 10 is provided with a circle DB 12b, a personal diary DB 12c, a self introduction DB 12d, a friend management DB 12e, a comment DB 12f, and a shopping DB 12g.

  The circle DB 12b stores the name of the circle, the ID of the circle participant, the content, date and time, and comments in the circle. The personal diary DB 12c stores the ID of the writer, the content of the article, the comment, and the posting date and time for each diary article. The self-introduction DB 12d stores the ID of the reporter, an introduction sentence, a registration (update) date and time, and a comment for each introduction article. In the friend management DB 12e, the ID of the introducer and the ID of the introduced user are stored for each introduced user, and the friend ID is stored as friend information of the introduced user. Stores the number of communication with the. The comment DB 12f stores the written member ID, comment content, and writing date and time for each comment. The shopping DB 12g stores the purchaser's ID, payment details, comments, and product information for each product sold.

  In addition, the server device 10 is provided with an analysis program 13a that analyzes registered contents of each database of the community service and extracts frequent words for each user ID, and an interest DB 13b that accumulates the analyzed results. Yes. The analysis program 13a extracts words frequently appearing from document data such as a statement in a circle or a diary by morphological analysis. Morphological analysis is a technique for analyzing the context of a sentence using a dictionary and analyzing what words are used in what parts of speech and how often. The interest object DB 13b accumulates the analysis results sequentially, thereby associating the information related to each member's interest object, that is, the extracted word, the extraction source DB, and the writer's ID. Since the DBs 12b to 12g of each service store data by associating with IDs, it is possible to specify an individual, and when the stored data that identifies the individual's hobbies and preferences is used, For members, it is possible to determine what kind of field and product they are currently interested in, and by increasing the amount of data, timely and accurate information on the object of interest can be obtained. That is, since the database of interest gradually grows, by accumulating the individual action history, it is possible to determine what hobby preference the individual has and how much the hobby is inclined to. Moreover, in the circle unit, the name of a product that is a topic in the circle can be extracted.

  On the other hand, the advertiser system 30 provides keywords related to the advertising target product. The influencer search program 14a stored in the server device 10 searches the interest DB 13b based on each keyword provided from the advertiser system 30, and obtains an influencer index of each member for the advertisement target product. An influencer is a person who is a leading person in a specific field (product category) or a specific product and is trusted by other members to be reliable in his opinion. In addition, the influencer index is a numerical representation of how much an individual member has an influencer's qualities as an influencer in each field and product. Means high.

  The influencer search program 14a picks up a word that matches the keyword corresponding to each product from the words stored in the interest DB 13b, and determines a point for each keyword from the number of matches. When only one keyword is set for one product, a point for the keyword is a point for the product as it is. When a plurality of keywords are set for one product, the total of points for each keyword is a point for the product. The keyword may include not only a model name or nickname representing the product itself, but also a word representing a product category to which the product belongs. Further, when a plurality of keywords are set, weighting may be performed for each keyword. For example, when a digital audio player with a model name “IP-1” is used as a product, 3 points are added to the keyword “IP-1”, which is the model name, in one match, and the category name “IP-1”. For the “digital audio player”, it is possible to weight such that one point is added at one match.

  In addition, when counting points, weighting may be performed according to the extraction source DB. For example, one word that matches the keyword can be weighted such as 1 point when extracted from the circle DB 12b and 2 points when extracted from the self-introduction DB 12d. Moreover, you may change distribution of weighting for every category of goods. For example, for audiovisual products, it is possible to place emphasis on circle remarks and shopping history, and for automobiles, emphasis on personal diaries and self-introduction.

  Also, the influencer search program 14a obtains each member's communication ability by quantifying it and reflects this in the influencer index. People who send information not only in the circle but also in many areas, including friendships, are considered to have high qualities as influencers. Therefore, it is possible to accurately identify an influencer by adding communication ability to the influencer index.

  The communication ability includes the number of writings obtained by searching the circle DB 12b, the number of responses of other members when writing, the number of comments of other members with respect to the diary articles found by searching the personal diary DB 12c, the friend management DB 12e The total number of times of communication between friends found by searching for is obtained. The communication ability obtained here is not limited to individual products, but is a value representing the general qualities of each member.

  The influencer search program 14a obtains an influencer index of each member for each product, taking into consideration points for the product obtained by searching the interest DB 13b and communication ability, and stores this in the influencer DB 14b. .

  The advertisement distribution program 15a searches the influencer DB 14b, extracts an influencer for a product to be advertised, and reads and distributes the product advertisement data provided from the advertiser to the extracted influencer from the advertisement distribution DB 15b. Whether the influencer index is distributed only to the first member, the second member, or the lower member is designated by the advertiser for each advertisement. The advertisement distribution DB 15b stores product advertisement data and information related to the distribution destination. Moreover, the influencer of a delivery destination can be selected according to personal information by the kind of advertising object goods.

  Further, the server is provided with a trend product search program 16 that searches the interested object DB 13b irrespective of the ID and extracts the topical products. The trend product search program 16 performs a match search between the keyword set for each product and the words stored in the interest DB 13b, and obtains the total of points for each product using the number of matches with the keyword as a point. At this time, it is determined whether the keyword being talked about is a positive image or a negative image, and if it is a positive image, points are added, and if it is a negative image, points are subtracted. . And the high-order goods with many points are specified as topic goods, and memorize | stored in advertisement distribution DB15b. Thereby, it is possible to propose to the advertiser what product is being talked about, that is, what kind of product advertisement is effective.

  After distributing the advertisement to the influencer, the advertisement distribution program 15a monitors whether the distributed advertisement is checked for a certain period of time. Upon receiving information indicating that the check has been made within the period, the advertisement distribution program 15a distributes the advertisement of the same product to the friend of the influencer (Mr. A) (secondary propagation). At this time, it is possible to increase the value of the advertisement by adding an added value such as “information checked by Mr. A” and providing a relationship between the member of the recipient and the advertisement. When an influencer purchases a product, the value of the advertisement can be further increased by adding an added value of “a product purchased by Mr. A”. That is, the co-sensitivity is low even if the company distributes the advertisement directly, but the co-sensitivity increases when the advertisement is distributed in association with a user who uses the same community service. In particular, when the influencer's name is displayed, it is possible to increase the credibility of the advertisement with respect to other members, and in turn increase the probability that the second-propagated member will see the advertisement.

  In the secondary propagation, the friend management DB 12e is searched to extract members who have a friendship with the influencer, and the interest DB 13b is searched using the extracted member ID as a key. Narrow members who are interested in the same product and distribute advertisements to these members. Further, the personal information DB 11b may be searched as necessary, and the target may be further narrowed down according to the characteristics of the product. For example, if it is an advertisement for cosmetics for women, it can be distributed only to female friends, and products limited to the region can be distributed only to friends in the same region.

  Next, the flow of advertisement distribution using the above system will be described with reference to the flowchart shown in FIG. In this figure, the processing on the member (user terminal 20) side, the processing on the advertiser system 30 side, and the processing on the server device 10 side will be described separately.

  The server apparatus service providing program 12a provides various community services to the members (S.1). When the member uses these services (S.2), information is accumulated in the DBs 12b to 12g of each service of the server (S.3). The analysis program 13a of the server device 10 extracts words for each user from the DBs 12b to 12g of each service, and accumulates them in the interest DB 13b (S.4). The processing of each of the above steps is periodically executed, and the members' interest objects are sequentially accumulated in the interest object DB 13b.

  The trend product search program 16 of the server device searches the interest DB 13b, extracts what products are talked about, and transmits the list to the advertiser system 30 (S.5). On the display of the advertiser system 30, for example, a list of commodities having a topic as shown in FIG. 3 is displayed (S.6). When the check box is checked on the advertiser system 30 side, an advertisement distribution request for the checked product and a keyword specified for the product are sent to the server device 10 (S.7). When “IP-1” is selected on the selection screen of FIG. 3, for example, a condition setting screen as shown in FIG. 4 is displayed on the display of the advertiser system 30 (S.8). Here, the influencer condition for distributing the advertisement is selected. When the check box is checked on the advertiser system 30 side, the checked selection condition is sent to the server device 10 (S.9).

  When a keyword is specified from the advertiser system 30 and an advertisement distribution request is received, the influencer search program 14a of the server device 10 searches the interest DB 13b based on the specified keyword, and Determine the influencer index for each member (S.10). Subsequently, the influencer search program 14a obtains the communication ability of each member (S.11), and corrects the influencer index obtained in S.6 based on this (S.12).

  The server advertisement distribution program 15a distributes advertisements to members (influencers) having a high influencer index up to a predetermined order (S.13). At this time, if the condition is set on the screen of FIG. 4, the message is distributed only to influencers that match the condition. The advertisement is displayed, for example, as an icon on the page after the member logs in, or distributed by e-mail. When the member who received the distribution checks the advertisement (clicks on the icon or clicks on the link destination in the e-mail, S.14), the information indicating the check is received by the advertisement distribution program 15a (S.15). Upon receiving this information, the advertisement distribution program 15a searches the friend management DB 12e, extracts the friend of the member who has been transmitted earlier (S16), and adds value to the friend (for example, “information checked by Mr. A”). Deliver the advertisement with the (S.17).

  In the above embodiment, the influencer index is obtained for each product based on the designated keyword, but the influencer index may be obtained for each predetermined product category. In this case, it is not necessary to specify a keyword, and when an advertisement target product is notified from an advertiser, an advertisement may be distributed to an influencer of a category to which the product belongs.

  In addition, when distributing advertisements to users with high influencer indicators, price changes that change the price of advertisements distributed to users according to the content of comments within community services such as the user's circle service and personal diary service Means may further be provided. In this case, the price of the influencer for the advertiser is reflected in the price of the advertisement by increasing the price as the content of the speech introduces the product favorably or the newer the speech, and the service is provided. Can increase the profitability of consumers.

  Furthermore, in the above-described embodiment, the influencer search program 14a obtains an influencer index for each user. In addition, the influencer search program 14a is formed in the content of a comment in the community service and / or in the community service. The influencer index may be obtained from the community itself.

It is a block diagram which shows typically the structure of the social network service system containing the advertisement delivery system of embodiment of this invention. It is explanatory drawing which shows the flow of the advertisement delivery to the member in the system of FIG. It is explanatory drawing of the goods selection screen displayed on the display of an advertiser system. It is explanatory drawing of the condition setting screen displayed on the display of an advertiser system.

Explanation of symbols

10 Server device 11a Personal information management program 11b Personal information DB
12a Service offer program 12b Circle DB
12c Personal Diary DB
12d Self introduction DB
12e friend management DB
12f Comment DB
12g Shopping DB
13a Analysis program 13b Interest DB
14a Influencer search program 14b Influencer DB
15a Advertising distribution program 15b Advertising distribution DB
16 Trend Product Search Program 20 User Terminal 30 Advertiser System

Claims (7)

  1. In an advertisement distribution system in a network service provided by a server device connectable to a plurality of terminals via a network,
    The server device
    Service providing means for providing a community service that enables communication between users operating each terminal with respect to each terminal;
    Analyzing means for extracting a word for each user from character information related to the user using the community service and analyzing the user's interest;
    An influencer search means for obtaining an influencer index for a specific product or product category from the information of interest analyzed by the analysis means for each user;
    And an advertisement distribution means for distributing an advertisement for the target product to a user having a high influencer index for the target product itself or the product category based on information obtained by the influencer search means. Advertisement distribution system for services.
  2.   When the advertisement distribution means receives information indicating that the advertisement has been checked from the user who distributed the advertisement, the advertisement distribution means displays to the other users who use the community service that the information has been checked by the previously distributed user. The advertisement distribution system for a network service according to claim 1, wherein the advertisement for the target product is distributed.
  3.   The influencer search means searches the information of interest based on a keyword of a product specified by an advertiser, picks up a word that matches the specified keyword, and determines a point for each keyword from the number of matches. 3. The advertisement distribution system for a network service according to claim 1, wherein an influencer index is determined according to a total of points.
  4.   The influencer search means searches the information of interest, classifies words for each product category, determines points for each product category from the number of words, and determines an influencer index according to the total of points. The advertisement distribution system in the network service according to claim 1 or 2,
  5.   The network according to any one of claims 1 to 4, wherein the influencer search means adds the number of times of communication with other users in the community service to a reference for obtaining an influencer index of the user. Advertisement distribution system for services.
  6.   When delivering an advertisement to a user with a high influencer index, the apparatus further comprises price changing means for changing the price of the advertisement delivered to the user according to the content of the utterance in the community service of the user. An advertisement distribution system in a network service according to any one of claims 1 to 5.
  7.   In addition to obtaining an influencer index for each user, the influencer search means is an influencer index for the content of a statement in the community service and / or the community itself formed in the community service. The advertisement distribution system in the network service according to any one of claims 1 to 6, characterized in that:
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