JP2007235992A - Advertisement display control apparatus and method - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To select and output an advertisement according to a characteristic of a group of viewers, when the advertisement is made to the viewers, and to charge rate, based on the advertisement selected and output. <P>SOLUTION: In each viewer terminal 142, a view situation collecting apparatus 152 records the view situation of a program or the like in a view information 154 and transmits it to an audience rating center 170 periodically, together with a viewer information 400, to show an attribute of the viewer. The audience rating center 170 prepares a view situation information 500, by totaling received informations and hands it to a broadcasting station 100. When a plurality of advertisements are allocated in a certain time zone in an image distribution apparatus 102, an advertisement selecting apparatus 106 selects advertisement, by using an advertisement distributing condition 300 and the view situation information 500 and broadcasts it. An achievement managing apparatus 120 records the broadcasted advertisement as an advertisement distribution achievement information 124. A charged money processing apparatus 122 combines the achievement information 124 with an advertisement contract information 126 and generates a charged money information 128, regarding the advertisement fee charged to an advertising sponsor. <P>COPYRIGHT: (C)2007,JPO&INPIT

Description

  The present invention relates to an advertisement distribution system, and more particularly, to an advertisement output method for outputting an advertisement in accordance with the characteristics of a viewer when advertising to an unspecified number of viewers.

In information distribution services such as broadcasting, advertising revenue has become a major pillar supporting management.
For example, in television broadcasting, various advertisement charges are set according to the broadcast time zone and the number of broadcasts, and a system for creating an advertisement broadcast schedule in order to perform appropriate advertisement distribution according to a contract (for example, Patent Document 1). And a system for recording advertisement broadcast results (see, for example, Patent Document 2).
The company decides whether to broadcast the advertisement in consideration of the advertising effectiveness and cost. The effect of advertising is how many people see the ad, and the resulting increase in product sales. The audience rating of the sponsored program and its audience are It is related to whether or not it matches the buyers of the product.
The advertising cost includes the cost of producing a commercial film and the cost of broadcasting, but the latter also varies depending on the audience rating, such as the so-called Golden Time broadcasting fee becoming higher. Against this background, various systems for investigating the audience rating (for example, see Patent Document 3) have been proposed.

JP 2000-124867 A Japanese Patent Laid-Open No. 11-196363 JP 2000-236306 A

The above conventional techniques have the following problems.
Cost-effective demands on sponsored company advertising are growing.
On the other hand, the audience rating shown at the stage of contracting the advertisement is only the scheduled audience rating estimated based on the plan contents of the program and the results of similar programs.
In addition, even in the case of new product campaigns, advertising needs to be widely and shallowly viewed in order to recognize the product, and if it is an established brand, the target audience is determined. And viewers that apply to it can see it.
However, with the conventional method, advertisements can be broadcast based on predictions, and the audience rating of the results can be examined. However, if the predictions and actual results are inconsistent, they cannot be corrected. In some cases, the advertising effect cannot be improved.

As one solution to this, there is a method of providing an advertisement suitable for each attribute to each viewer.
In digital broadcasting, broadcasting can be filtered and displayed based on information registered in the receiver.
However, for example, in order to filter according to personal information such as the age, sex, occupation, etc. of the viewer and output a different display for each viewer, a plurality of contents must be prepared in advance.
For on-demand services such as the WWW, data can be stored on the server, but in broadcasting, it is necessary to divide a finite resource called radio waves and send each content.
In particular, in the case of a video, if a large number of advertisements are sent in a fine-tuned manner, the quality of the video per unit is relatively lowered, and as a whole, a high advertising effect cannot always be achieved. For example, when 20-second advertisements A, B, and C are compressed and sent, and one of the 20-second advertisements A, B, and C received on the viewer side is selected and viewed, the data compression is performed. Therefore, since the data amount of one advertisement is reduced, the quality of the video is lowered.
An object of the present invention is to provide an advertisement output method for outputting an advertisement in accordance with the characteristics of a group of viewers at the time when an advertisement is directed toward an unspecified number.
Another object of the present invention is to provide a method for billing an advertising fee based on the actual broadcast of each advertisement.

In order to achieve the above object, the present invention provides:
An advertisement output method in an advertisement output device comprising a storage device and an output device, reading advertisement content stored in the storage device while referring to a set schedule, and outputting from the output device,
A plurality of advertisement content candidates to be output in a predetermined time zone and advertisement delivery condition information including conditions for delivering each of the advertisement content candidates to the time zone are allocated,
When outputting advertising content from the output device,
Obtaining viewing status information relating to the viewing status of the time period, selecting an advertising content to be output from the acquired viewing status information and the advertisement distribution condition information from the plurality of advertising content candidates, and selecting the selected advertising content from the storage device And output from the output device.
Further, when the advertisement content is output, the advertisement distribution result information related to the advertisement distribution result of the advertisement content is recorded, the advertisement fee is determined based on the advertisement distribution result information, and the billing information is based on the determined advertisement fee. Is generated.

  ADVANTAGE OF THE INVENTION According to this invention, according to the present audience rating and a viewer layer, an advertisement can be switched flexibly and the higher advertisement effect can be acquired as a whole. Further, it is possible to charge an advertisement fee based on the actual broadcast result of the advertisement.

An embodiment of an advertisement distribution system to which the present invention is applied will be described with reference to the drawings.
In this embodiment, an example of advertisement distribution by broadcasting will be described.
In this embodiment, the information regarding the viewing status is collected from the viewer terminal of each viewer who is a monitor at the audience rating center operated by a third party, and the broadcast station broadcast information is collected to each broadcast station. The aggregated information shall be sent.
It is assumed that the audience rating center has a contract with the viewer in advance regarding the use of data relating to program viewing and viewer attributes (age, gender, etc.).

FIG. 1 is a block diagram showing an example of a functional configuration of a broadcast advertisement distribution system to which the present invention is applied.
In FIG. 1, 100 is a broadcasting station, 140 is a home, 170 is an audience rating center, 130 is a broadcasting system, and 160 is a communication network used for exchanging viewing status information and the like.
In the viewer terminal 142 in the home 140, reference numeral 146 is a display device, 147 is a speaker, and 148 is an input device for selecting a program, etc., and is used by the viewer to view a program received by the receiving device 144. .
The viewing status collection device 152 records the viewing status of the programs and advertisements thus viewed in the viewing information 154, and together with the viewer information 400 (described later with reference to FIG. 4), which is information about the viewer, for each viewer. Information regarding the viewing situation is generated and periodically transmitted from the communication device 156 to the audience rating center 170.
Since the viewing information and the viewer information are personal information, the viewer terminal that transmits the viewing information and the viewer information to the audience rating center is usually a viewer terminal contracted with the audience rating center.

The viewing status totaling device 172 of the audience rating center 170 counts the data received from each viewer terminal 142 by the totaling device 176 and classifies the data according to items such as broadcasting station, time, and viewer attribute, and views the viewing status information 500 (FIG. 5). (To be described later).
The generated viewing status information 500 is passed to the broadcasting station 100.
Data exchange with the viewer terminal 142 and the broadcasting station 100 is performed by the communication device 174 via the communication network 160.

  In the video distribution apparatus 102 of the broadcasting station 100, the distribution apparatus 112 sends out the program 114 and the advertisement 104 by broadcasting. When a plurality of advertisements are assigned in a certain time zone, the advertisement selection apparatus 106 determines that the advertisement distribution condition 300 The advertisement to be broadcast is selected using the viewing status information 500 received by the communication device 110 (described later with reference to FIG. 3).

When the advertisement is broadcast, the result management apparatus 120 records the broadcast advertisement as the advertisement distribution result information 124, and the billing processing apparatus 122 charges the advertisement sponsor together with the result information 124 and the advertisement contract information 126. Billing information 128 related to the advertisement fee is generated.
Based on the billing information 128, a bill 180 is created and sent to the sponsor who has placed each advertisement.

FIG. 2 is a flowchart (this will be described later) showing a process for selecting an advertisement to be distributed.
FIG. 3 is a table showing an example of advertisement distribution condition information used for selecting an advertisement to be distributed.
In FIG. 3, 300 is a table for storing information for selecting an advertisement to be distributed.
This table is created in advance for each program or a time zone between programs based on an advertisement contract.
Reference numeral 302 denotes an area for storing information indicating the priority of conditional search when a plurality of advertisements are assigned at the same time, and 304 is an area for storing conditions for distributing advertisements.
Reference numeral 306 denotes an area for storing identification information of an advertisement to be distributed when the condition is matched, and corresponds to information for managing the advertisement content 104.
308 stores the description of the advertisement content.
Here, for simplicity of explanation, a simple condition such as the overall audience rating is set as a delivery condition, but it is of course possible to combine a plurality of conditions.
There is an advertisement with a default condition at the end of the table, but this is an advertisement that is broadcast whenever it does not match any of the conditions set. Here, the advertisement of the broadcast station's own station is set. However, it goes without saying that the advertisement may be an advertisement other than its own advertisement.

FIG. 4 is a table showing an example of viewer information used for generating viewing status information.
In FIG. 4, 400 is viewer information set in the viewer terminal, 402 is a terminal ID for identifying the viewer terminal 142, and 404 is a viewer ID registered in the audience rating center 170. It is an area.
Below 406 is stored personal information of the viewer, 406 is the name of the viewer, 408 is the address, 410 is the age, 412 is the gender, and 414 is the area for storing the occupation.
In the present embodiment, among these, the age 410, the gender 412, and the occupation 414 are sent to the audience rating center 170 as viewing status information together with information on the channel being viewed.
In addition to this, it is conceivable to use hobbies and genres of favorite programs as personal information.

FIG. 5 is a table showing an example of viewing status information.
In FIG. 5, reference numeral 500 denotes viewing status information compiled by the audience rating center 170.
Reference numeral 502 denotes a channel, and reference numeral 504 denotes a time zone in which the viewing situation is examined.
In the present embodiment, it is assumed that the collected information regarding the viewing situation is aggregated for each broadcast channel and every predetermined time and sent to the broadcast station.
Reference numeral 506 denotes the overall audience rating of the time zone 504 in the channel 502, and 508 or less is a breakdown for each viewer attribute.
Reference numeral 508 denotes the ratio of males and females who are viewing this channel, 510 is an area for storing each age group and gender, and 512 is the area storing occupations.

Next, a process of selecting an advertisement to be broadcast based on the advertisement distribution condition 300 and the collected viewing status information 500 in the broadcasting station 100 will be described with reference to the flowchart of FIG.
The broadcasting station 100 receives its viewing status information 500 from the audience rating center 170 at regular intervals.
When the advertisement broadcast time comes, the advertisement selection device 106 checks the most recent viewing status information 500 (step 202).
The advertisement distribution condition table 300 of advertisements to be distributed is read (step 204), and the advertisement distribution conditions are examined in order from the highest search order 302 (step 206).
If the distribution condition is default (step 207), the corresponding advertisement ID 306 is examined and selected from the advertisement 104 regardless of the viewing situation (step 212), and distributed from the distribution device 112 (step 214).
If any condition is set, the distribution condition 302 is compared with the viewing status information 500 (step 208). If the condition 302 matches (step 210), the corresponding advertisement is selected (step 212). Distribution is performed from the distribution device 112 (step 214).
If the viewing situation and the distribution condition do not match, the process proceeds to the advertisement of the next search order (step 216), and the advertisement distribution condition is examined (step 206).
When the advertisement has been distributed, the result is recorded in the advertisement distribution result 124 (step 218).

In the case of the advertisement distribution condition 300 shown in FIG. 3, it is first checked whether or not the condition “viewing rate 30% or higher” with the highest search order is applicable.
If the viewing status information 500 is the content shown in FIG. 5, the audience rating is 26%, which does not match. Therefore, the next search condition “female who is in the twenties with the most viewers” is examined.
In this case, since the ratio of women in their 20s is the largest at 45%, this advertisement is selected and an advertisement for cosmetics for young women of Company B is distributed.
If there are many women in their 30s or 40s, another brand of advertisement for a higher age group is selected, and a suitable advertisement can be flexibly broadcast according to the actual viewer. And a higher advertising effect can be obtained.

The process for selecting and outputting one advertisement using the advertisement distribution condition 300 and the viewing status information 500 has been described above.
When a plurality of advertisements are continuously output, a plurality of advertisement delivery condition 300 tables may be prepared, and the advertisements may be selected and output while switching the table to be referred to.
For example, the advertisement broadcast time of 3 minutes is divided into 30 seconds × 6, or 30 seconds × 2/1 minutes × 1/30 seconds × 2, and the advertisement distribution condition 300 is assigned to each. To do.
If the viewing status information 500 is updated at sufficiently short intervals, it is possible to select and output advertisements with different distribution conditions and viewing status every 30 seconds.
When a strict schedule cannot be established, such as a live sports broadcast or a variety program, prepare as many advertisement distribution conditions 300 as necessary for the entire program, and use which table when the advertisement is broadcast. You may make it decide whether to do.
When there are advertisements with different advertisers, the order of using a plurality of prepared advertisement distribution conditions 300 can be ensured by a method such as changing the order or selecting at random.

In the table shown in FIG. 3, one advertisement corresponds to one distribution condition, but there is also a method of registering a plurality of advertisements for one distribution condition. In such a case, it is possible to perform flexible time distribution such that a certain distribution condition is used for one advertisement that is 3 minutes in total, and other distribution conditions are used for a plurality of advertisements.
About the order which outputs a some advertisement, it is not only output in the order registered, but it can also output by changing the order at random like the above-mentioned case.

Furthermore, the method which combined these may be used.
One method is to prepare a plurality of advertisement distribution condition tables 300 in which a plurality of advertisements are registered, and when the output of the advertisement selected using a certain table is completed, the advertisement selection and output using the next table is performed. It is a method to do.
As another method, an advertisement or advertisement distribution condition 300 is registered corresponding to the distribution condition, and the registered advertisement is output under a certain distribution condition, but another advertisement distribution condition is used under another distribution condition. Then, there is a method for selecting and outputting a plurality of advertisements.

Another example of advertisement display to which the present invention is applied is shown in FIG.
FIG. 6 shows an example of a street corner advertisement system that displays video content and the like by installing a display on the street such as a wall of a building.
In this example, the number of people who pass through the range where the display showing the advertisement can be seen, attributes, and the like are used as viewing status information.
In addition, the environment in which the passerby is placed, for example, the weather and temperature, the ambient noise level, and the like are also used as viewing status information.
Information such as the number of passersby can be obtained by, for example, photographing the surroundings with a camera and performing image processing, automatically counting the number of people, determining gender and age from clothes and size, and from the images before and after It is calculated by estimating whether the user is standing, walking, or facing the display.
Information about the viewing environment is generated based on data measured by various measuring devices.

In FIG. 6, reference numeral 600 denotes a configuration example of a street corner advertisement system, which outputs an advertisement 602 from a display 610 and a speaker 612.
The viewing status collection device 620 generates viewing status information 628 based on input data from the camera 622 and the measuring device 624.
The advertisement selection device 604 selects an advertisement to be displayed from the viewing status information 628 and the advertisement distribution condition 606.
In this embodiment, advertisements are selected at regular intervals, and a plurality of advertisements, for example, advertisements matching the conditions can be selected up to 10 at a time, and the selected advertisements are output at random until the next selection time. And
The selected advertisement read from the advertisement stored in the advertisement 602 is distributed to the display and the speaker which are output devices, and the selected advertisement is output from the display and the speaker.

The advertisement distribution result information 630 in which the advertisement output status is recorded is sent from the communication device 632 to the back office 650 through the network 640.
In the performance management device 652 of the back office 650, the billing processing device 660 generates billing information 662 related to the advertising fee charged to the advertising sponsor from the performance information 630 received by the communication device 654 and the advertising contract information 656.
Based on the billing information 662, a bill 680 is created and sent to the sponsor who placed each advertisement.

As another example of application of the present invention, an advertisement system in a store such as a convenience store can be considered. This is an application to an advertisement displayed on a display of a POS terminal, an advertisement distributed on a KIOSK terminal, in-store broadcasting or the like.
In this case, information on the viewing situation can be information on customers in the store.
For example, use information about customers who passed through the cash register entered at the POS terminal, estimate the number of people in the store by counting the number of people at the entrance, and estimate the crowded area around the cashier counter with a camera provided for crime prevention Thus, information is collected, and viewing status information is generated based on the collected information.
Furthermore, the present invention can be applied to an information providing system in an elevator. In this case, the viewing status information is collected by acquiring data from a security camera or an elevator weight detection system, and the advertisement is output by a display or a speaker embedded in the wall surface.

It is a block diagram which shows an example of a structure of the advertisement delivery system by the broadcast to which this invention is applied. It is a figure which shows the flowchart of the process which selects the advertisement to deliver. It is a figure which shows an example of the table of the advertisement delivery condition information used for selection of the advertisement to deliver. It is a figure which shows an example of the table of the viewer information used for the production | generation of viewing condition information. It is a figure which shows an example of the table of viewing condition information. It is a block diagram which shows an example of a structure of the street advertising system to which this invention is applied.

Explanation of symbols

100 broadcast station 102 video distribution device 104, 602 advertisement 106, 604 advertisement selection device 110, 156, 174, 632, 654 communication device 112 distribution device 114 program 120, 652 results management device 122, 660 billing processing device 124, 630 advertisement distribution Performance information 126, 656 Advertising contract information 128, 662 Billing information 130 Broadcast system 140 Home 142 Viewer terminal 144 Receiver device 146 Display device 147, 612 Speaker 148 Input device 152, 620 Viewing status collection device 154 Viewing information 160, 640 Communication network 170 audience rating center 172 viewing status totaling device 176 totaling device 180,680 bill 300,606 advertising distribution condition information 400 viewer information 500,628 viewing status information 600 street corner advertising system 6 0 display 622 camera 624 measurement equipment 650 back office

Claims (14)

In an advertisement display control device that controls advertisement display of an advertisement display device that displays an advertisement for a group audience,
Means for storing an advertisement display condition table in which a plurality of advertisement contents that can be displayed on the advertisement display device and an advertisement display condition indicating a condition for selecting the advertisement content for each of the plurality of advertisement contents are associated with each other When,
Means for obtaining data relating to viewing status of viewers of the group;
Means for generating data on viewing status classified by each attribute of the viewer by counting data on the viewing status;
Means for retrieving an advertisement display condition satisfying the viewing status information from the advertisement display condition table and displaying the advertisement content stored in association with the searched advertisement display condition on the advertisement display device. An advertisement display control device. The advertisement display control device according to claim 1,
The viewing status information indicates a ratio of the number of views for each attribute of the viewer to the sum of the number of views of each attribute. The advertisement display control device according to claim 1,
The advertisement display condition table has a priority order for searching for the advertisement display condition for each advertisement display condition,
The means for displaying the advertisement content on the advertisement display device includes:
An advertisement display control device that performs a search from the advertisement display condition table by comparing whether or not the viewing status information is satisfied in order of the advertisement display condition having the highest priority. The advertisement display control device according to claim 1,
The means for storing the advertisement display condition table includes:
Store multiple ad display condition tables,
The means for displaying on the advertisement display device includes:
A plurality of advertisement display conditions satisfying the viewing status information are searched from each of the plurality of advertisement display condition tables, and a plurality of advertisement contents stored in association with each of the searched plurality of advertisement display conditions are stored in the advertisement. An advertisement display control device, characterized by being displayed on a display device. The advertisement display control device according to claim 1,
The advertisement display condition table is:
A plurality of advertisement contents are associated with each of the advertisement display conditions. The advertisement display control device according to claim 1,
The means for storing the advertisement display condition table includes:
An advertisement display control device that stores a second table in which advertisement display conditions included in the plurality of advertisement display conditions and conditions for selecting the advertisement display conditions are associated with each other. The advertisement display control device according to claim 1,
Further, at the time of displaying the advertisement content, advertisement display performance information related to the advertisement display performance of the advertisement content is recorded, an advertisement fee is determined based on the advertisement display performance information, and billing information is based on the determined advertisement fee. An advertisement display control device comprising means for generating In an advertisement display control method for controlling advertisement display of an advertisement display device that displays advertisements for a group audience,
An advertisement display condition table in which a plurality of advertisement contents that can be displayed on the advertisement display apparatus and an advertisement display condition indicating a condition for selecting the advertisement content for each of the plurality of advertisement contents is associated with the storage device Store and
Obtaining data on the viewing status of the audience of the group;
Aggregating data related to the viewing status, generating viewing status information classified for each attribute of the viewer,
An advertisement display characterized in that an advertisement display condition satisfying the viewing status information is searched from the advertisement display condition table, and the advertisement content stored in association with the searched advertisement display condition is displayed on the advertisement display device. Control method. The advertisement display control method according to claim 8,
The advertisement display control method, wherein the viewing status information indicates a ratio of the number of views for each attribute of the viewer to a sum of the number of views of each attribute. The advertisement display control method according to claim 8,
The advertisement display condition table has a priority order for searching for the advertisement display condition for each advertisement display condition,
A method for controlling advertisement display, comprising: performing a search from the advertisement display condition table by comparing whether or not the viewing status information is satisfied in the order of advertisement display conditions having a higher priority. The advertisement display control method according to claim 8,
The storage device stores a plurality of advertisement display condition tables,
A plurality of advertisement display conditions satisfying the viewing status information are searched from each of the plurality of advertisement display condition tables, and a plurality of advertisement contents stored in association with each of the searched plurality of advertisement display conditions are An advertisement display control method comprising displaying an advertisement on a display device. The advertisement display control method according to claim 8,
The advertisement display condition table is:
An advertisement display control method, wherein a plurality of advertisement contents are associated with each of the advertisement display conditions. The advertisement display control method according to claim 8,
The storage device stores a second table in which advertisement display conditions included in the plurality of advertisement display conditions and conditions for selecting the advertisement display conditions are associated with each other. . The advertisement display control method according to claim 8,
Further, at the time of displaying the advertisement content, advertisement display performance information related to the advertisement display performance of the advertisement content is recorded, an advertisement fee is determined based on the advertisement display performance information, and billing information is based on the determined advertisement fee. Generating an advertisement display control method.

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