JP2011257893A - Advertisement scheduling apparatus, method, and computer program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To match an advertisement frame with a sponsor so as to satisfy both of a media owner and the sponsor based on characteristics of advertisement frames provided by a plurality of media owners such as installation entrepreneurs or advertising agencies and conditions desired by the sponsor.SOLUTION: An advertisement scheduling apparatus 1 stores: selling condition data 21 including advertisement frame characteristic data which is determined by respective installation places of the plurality of advertisement display devices and time zones and shows respective characteristics of the plurality of advertisement frames; and buying condition data 23 including advertisement display condition data which shows display conditions of the plurality of sponsors for displaying an advertisement of each sponsor on an advertisement display device, and includes: a buying/selling process unit 13 for matching a plurality of advertisement frames with a plurality of sponsors based on the advertisement display condition data and the advertisement frame characteristic data; and an advertisement display schedule generation unit 17 generates display schedule data of the advertisement according to the matching result.

Description

  The present invention relates to a technique for performing advertisement scheduling for digital signage, and more particularly, to a technique for scheduling advertisement display by allocating advertisement videos of a plurality of advertisers to a plurality of display devices.

  2. Description of the Related Art Conventionally, there is digital signage that displays advertisement video by sending data to a display device via a communication line. In this digital signage, each display device is sold to advertisers in units of advertising frames that are divided into time zones.

  For example, the following two methods are generally used for selling this advertising space. The first selling method is the unit price at which the display equipment installation company or the advertising agency that sells the advertising space presents the unit price, and the advertiser who wants to purchase the advertising space presents the advertising space. It is buying and selling at a so-called set price. The second selling method is buying and selling by so-called auction, in which the advertiser who wants to purchase bids for the advertising space presented by the seller during the period and the advertiser with the highest price makes a successful bid. is there.

  Here, in the trading method as described above, a media owner such as an installation company or an advertising agency as a seller sells the advertising space individually. However, from the viewpoint of the advertiser, the characteristics of each advertising space are more important than who the media owner is from the viewpoint of advertising effectiveness. On the other hand, from the perspective of the media owner, there is also a risk that a large amount of unsold goods will be left for advertising spaces that do not meet the conditions desired by the advertiser.

  In addition, in the conventional sales method, the advertiser selects the medium frame by using the advertising cost in stages while looking at the advertising effect, and the optimal advertising frame within the range of the advertising budget spans the medium owner. There is a problem that it is difficult to purchase in detail.

  Accordingly, an object of the present invention is to further reduce the conditions based on the characteristics of the advertising space provided by the media owners such as a plurality of installers or advertising agencies and the conditions desired by the advertisers. The purpose is to match the advertising space so that both the advertiser and the advertiser are satisfied.

  An advertisement scheduling apparatus according to an embodiment of the present invention stores first advertisement frame characteristic data indicating respective characteristics of a plurality of advertisement frames, which are determined by respective installation locations and time zones of the plurality of advertisement display apparatuses. Means, second storage means for storing advertisement display condition data indicating a display condition for displaying an advertisement of each advertiser on the advertisement display device, and the advertisement display condition data and the advertisement space. Matching means for matching the plurality of advertising spaces with the plurality of advertisers based on characteristic data; and schedule generation means for generating schedule data indicating a display schedule of advertisements according to a matching result by the matching means; Prepare.

  In a preferred embodiment, the advertisement display condition data includes information indicating a characteristic of an advertising space desired by an advertiser and a desired number of advertising spaces, and the advertisement scheduling device includes a first item in the advertising space characteristic data. When the total number of advertising spaces having the first characteristic desired by the plurality of advertisers in the advertising space characteristic data is larger than the total number of advertising spaces having characteristics, the first desired by each advertiser You may further provide the distribution means to distribute according to the number of advertising frames which have a characteristic.

  In a preferred embodiment, the characteristics of the advertising space may include attributes or the number of viewers who view each advertisement display device at a place where each display device is installed.

1 is a diagram illustrating an overall configuration diagram of an advertisement scheduling system according to an embodiment of the present invention. It is a figure which shows an example of the data structure of the sales condition data. 4 is a diagram illustrating an example of a data structure of purchase condition data 23. FIG. It is a figure which shows the viewer characteristic of an advertising space and each advertising space. 5 is a flowchart showing a detailed processing procedure of a primary processing unit 131. It is explanatory drawing of the process of the distribution process of an overlap frame. 5 is a flowchart showing a detailed processing procedure of a tertiary processing unit 135. It is a flowchart which shows the process sequence of the whole advertisement scheduling system.

  Hereinafter, an advertisement scheduling system according to an embodiment of the present invention will be described with reference to the drawings.

  FIG. 1 shows an overall configuration diagram of an advertisement scheduling system according to the present embodiment. This system uses conditions (sales conditions) desired by media owners such as installers or advertising agencies that manage and operate display devices that serve as advertising media, and conditions (purchase conditions) desired by advertisers who want to advertise. ) To complete the buying and selling of the advertising space, and schedule the advertisement display.

  As shown in the figure, this system has an advertisement scheduling apparatus 1, an advertiser terminal 3, and a medium main terminal 5, which are connected to each other via a network 9.

  The advertiser terminal 3 and the medium main terminal 5 may be any terminal device having a communication function, and may be, for example, a mobile phone, a portable information terminal, or a general-purpose personal computer. The advertiser terminal 3 and the medium main terminal 5 have a display device such as a liquid crystal panel and an input device such as a push button or a pointing device.

  The advertisement scheduling apparatus 1 is configured by, for example, a general-purpose computer system, and each component or function of the advertisement scheduling apparatus 1 described below is realized by, for example, executing a computer program. This computer program can be stored in a computer-readable recording medium.

  The advertisement scheduling apparatus 1 includes a registration condition storage unit 11, an advertising space buying and selling processing unit 13, a buying and selling data storage unit 15, and an advertisement display schedule generating unit 17.

  The registration condition storage unit 11 stores advertisement condition sales condition data 21 presented by the media owner, advertisement condition purchase condition data 23 presented by the advertiser, and common data 25.

  The sales condition data 21 is data indicating the sales conditions of the advertising space presented by the media owner. The sales condition data 21 includes, for example, advertisement frame characteristic data indicating the characteristics of each of the plurality of advertisement frames, which is determined by the installation locations and time zones of the plurality of advertisement display devices. The sales condition data 21 is registered, for example, when the media owner inputs from his media owner terminal 5.

  FIG. 2 shows an example of the data structure of the sales condition data 21. As shown in the figure, the sales condition data 21 includes, as data items, a medium master ID 211 that manages and operates the display device, a device ID 212 that is identification information of the display device, a location 213 of the display device, and an advertisement. It has a frame usage period 214, an advertising space time zone 215, an advertising space selling unit price 216, a time length 217 of each advertising space, a sales time limit 218 indicating a sales end date, and an advertising space characteristic 219.

The advertising space characteristic 219 indicates the characteristics of the viewer for each advertising space. The advertising space characteristic 219 further includes, as data items, an expected number of viewers 219a in each advertising space and a viewer characteristic 219b indicating the distribution of the viewer's characteristics. In this embodiment, the viewer characteristic 219b uses the following four characteristics AD as characteristic items.
Characteristic A Gender distribution characteristic (male: female)
Characteristic B Age distribution characteristic (Youth: Middle-aged: Old)
Characteristic C Family composition characteristic (family existence: single)
Characteristic D Hobby Composition Characteristic (Car: Travel: Music)

  The characteristic value of each characteristic indicates the distribution ratio of each item. For example, if the characteristic value of the characteristic A is “11”, the gender ratio is (male: female) = (1: 1), and if the characteristic value of the characteristic B is “121”, the age The distribution ratio of (Youth: Middle-aged: Old-aged) = (1: 2: 1). The same applies to the characteristics C and D.

  As viewer characteristics, in addition to the above-mentioned A-D, a composition distribution based on the result of a national census, a survey on services and products conducted by an advertiser, or a survey on hobbies and preferences may be used. Good.

  The purchase condition data 23 includes advertisement display condition data indicating display conditions for causing each advertisement content to be displayed on the advertisement display device for the advertisement contents of a plurality of advertisers. The purchase condition data 23 is registered, for example, when the advertiser inputs from his / her advertiser terminal 3.

  FIG. 3 shows an example of the data structure of the purchase condition data 23. The purchase condition data 23 includes, for example, a purchaser ID 231, advertisement content information 232, a desired publication period 233, a budget 234, and an advertisement display condition 235 as data items, as shown in FIG.

  The advertiser ID 231 is identification information of an advertiser who is a purchase applicant of the advertising space. The advertising content information 232 is information regarding the classification and data format of the advertising content. The publication desired period 233 is a period during which the advertiser wishes to place an advertisement. The budget 234 includes an upper limit amount 234a and a lower limit amount 234b of the budget amount for purchasing the advertising space.

  The advertisement display condition 235 is an advertisement display condition desired by the advertiser regarding viewer characteristics. Here, the advertisement display condition 235 further includes a desired viewer number 235a and a viewer characteristic 235b as data items. The viewer characteristic 235 b has the same characteristic items as the viewer characteristic 219 b of the sales condition data 21.

  The common data 25 includes common data related to the characteristics A-D of the viewer characteristics. For example, the common data 25 includes an explanatory note indicating the content of the characteristic AD and a default value of each characteristic. In the sales condition data 21 and the purchase condition data 23, the medium owner and the advertiser select the characteristic A-D and specify the composition ratio (characteristic value). In the case of the viewer characteristic 219b or 235b in which the composition ratio is not specified, this default value is applied.

  Returning to FIG. 1, the advertising space trading processing unit 13 matches the sales condition data 21 and the purchase condition data 23 to determine the advertising space that the media owner sells to the advertiser. For example, the buying and selling processing unit 13 matches a plurality of advertisement spaces and a plurality of advertisers based on the advertisement display condition data 235 and the advertisement space characteristic data 219.

  The trading processor 13 includes a primary processor 131, a secondary processor 133, and a tertiary processor 135.

  The primary processing unit 131 extracts, for each advertiser, an advertising space in which the viewer characteristic 219b of the sales condition data 21 matches the viewer characteristic 235b of the purchase condition data 23. The primary processing unit 131 performs the above matching for the purchase condition data 23 of all advertisers.

  For example, FIG. 4 shows the advertising space and viewer characteristics of each advertising space. In other words, the table shown in the figure is a list showing what characteristic values the display devices (equipment) for each medium owner have for each time zone for each of the viewer characteristics AD. The primary processing unit 131 extracts an advertisement frame having a viewer characteristic 219b that completely matches the viewer characteristic 235b desired by the advertiser. In this table, the advertising space in which the viewer characteristics 219b and 235b match is hatched differently for each of AA, BB, CC, and DD.

  From this table, it can be seen that only the company AA desires the characteristics that match the time zone 1 of the first railway A. Thus, a frame that only one advertiser desires alone is called a “single frame”. On the other hand, it is understood that the companies AA, CC and DD desire the characteristics matching the time zone 2 of the first railway A. In this way, a frame in which the wishes of a plurality of companies overlap is called an “overlapping frame”. This includes the case of overlapping with the same characteristics. Further, a frame that does not match any of the viewer characteristics desired by the advertiser, such as time zone 2 of the store 1 of the supermarket B, is referred to as an “open frame”.

  In the following description, the number of advertising spaces desired by the advertiser is used. However, in the present embodiment, an advertisement is calculated from the upper limit amount 234a of the advertiser's budget and the unit price 216 of the advertising space whose viewer characteristics 219b and 235b match. The number of frames may be calculated.

  Hereinafter, a detailed processing procedure of the primary processing unit 131 will be described with reference to a flowchart shown in FIG.

  The primary processing unit 131 performs the above-described matching process with reference to the sales condition data 21 and the purchase condition data 23 (S101). The primary processing unit 131 determines whether all advertisement frames are “single frame”, “overlapping frame”, or “open frame” by this matching processing. The primary processing unit 131 stores the matching result as temporary data 153 in the trading data storage unit 15 (S103). The primary processing unit 131 performs these processes on the purchase condition data 23 of all advertisers (S105).

  The primary processing unit 131 refers to the stored temporary data and assigns the single frame to a single advertiser that matches the single frame. Thereby, the sales destination of the single frame is determined (S107). Here, when all the advertisers have secured all the desired number of frames with a single frame, the process skips to step S114 (S109). An advertiser whose number of single frames is equal to or more than the desired number of advertising spaces can secure all the frames with only the single frame.

  On the other hand, for advertisers who cannot secure all desired advertising space with only a single space, the mediation described below is performed to distribute the overlapping space. Distribution is performed in a manner consistent with the media owner's wishes. In a preferred embodiment, distribution may be made according to the number of desired advertisement slots. That is, the primary processing unit 131 has a larger total number of advertising spaces having a first characteristic desired by a plurality of advertisers in the advertising display condition 235 than a total number of advertising spaces having the first characteristic in the advertising space characteristics 219. In this case, distribution is performed according to the number of advertising spaces having the first characteristic desired by each advertiser.

  FIG. 6 is an explanatory diagram of the process of distributing overlapping frames. Hereinafter, the description of the flowchart will be continued with reference to FIG.

  The primary processing unit 131 determines a ratio for distributing the overlapping frames according to the upper limit amount 234a of the advertiser who cannot secure the desired number of frames (S111). For example, in FIG. 6, the ratio 303 to the total amount of the upper limit amounts 234a of AA, BB, CC, and DD company is calculated. This ratio 303 is a ratio assigned to the desired number of frames 301 of each company. That is, for example, the AA company in the figure has a maximum amount of 7 million yen, and the total amount of AA, BB, CC, and DD company is 43 million yen. Therefore, the ratio of AA's 7 million yen to the total amount of 43 million yen is 16%.

  Next, the primary processing unit 131 distributes overlapping frames according to the ratio obtained above to advertisers who cannot secure the desired number of frames (S113). For example, in FIG. 6, the desired number of frames for company AA is “17”, so according to the ratio calculated in step S111, the number of frames 305 allocated to company AA is “3” by 17 × 16% ≈3. . Accordingly, the company AA has the single frame 307 of “2” and the distribution frame 305 of “3”, so the number of frames that can be purchased in the primary processing is “5”. For other advertisers, the number of available frames is determined by the primary processing in the same manner as described above.

  The primary processing unit 131 stores the above processing result as the final sale data 151 in the sale data storage unit 15 (S114). As will be described later, the final sale data 151 is updated by secondary processing and tertiary processing.

  The primary processing unit 131 notifies each advertiser terminal 3 of the result of the above processing (S115). At this time, together with the data indicating the result of the primary processing, a recommended purchase frame extracted in the tertiary processing described later may be notified to each advertiser terminal 3 together.

  By this notification, the advertiser can determine whether only the advertising space secured by the primary processing is required or whether additional purchase is to be performed.

  As described above, the primary processing unit 131 determines the purchase frame on the condition that the viewer characteristics desired by the advertiser and the viewer characteristics of the advertisement frame completely match. However, under the condition that the viewer characteristics are completely matched in this way, there are cases where the ad space that can be secured may fall below the desired number of frames. Therefore, for such an advertiser, the secondary processing unit 133 and the tertiary processing unit 135 perform the following processing to allocate more advertising spaces.

  Even when the overlapping frame is distributed in the process of the primary processing unit 131, there may be a case where an advertisement frame having a viewer characteristic that completely matches the viewer characteristic desired by the advertiser remains. At that time, the secondary processing unit 133 uses a predetermined method to allocate an advertisement space that completely matches the viewer characteristics to each advertiser. The secondary processing unit 133 may allocate a remaining frame that completely matches the viewer characteristics by, for example, an auction, a bid, or a lottery. The secondary processing unit 133 notifies each advertiser terminal 3 of the advertising space allocated in this processing. Based on this notification, the advertiser can determine whether only the advertising space secured by the primary processing is necessary or whether to further purchase.

  The secondary processing unit 133 updates the final purchase / sale data 151 and stores the result of the secondary processing described above. The secondary processing unit 133 may notify each advertiser terminal 3 of the result of the above processing. At this time, together with data indicating the result of the secondary processing, a recommended purchase frame extracted in the tertiary processing described later may be notified to each advertiser terminal 3 together.

  The tertiary processing unit 135 allocates an advertising space that does not completely match the conditions desired by the advertiser but is close to the desired conditions so that the advertising budget is used up to the upper limit 234a. Even if the allocation by the secondary processing unit 133 is performed, there are advertisers who cannot purchase the advertising space until the upper limit amount 234a is used up. Accordingly, the tertiary processing unit 135 provides a mechanism that allows the purchase of an advertisement space that approximates the desired viewer characteristic, although the viewer characteristics of the advertisement space do not completely match.

  The advertising space that approximates the desired viewer characteristic may be, for example, an advertising space in the time zone before and after the advertising space having the desired viewer characteristic, or the characteristic value of the viewer characteristic indicates the desired viewing characteristic. It may be an advertising space similar to the characteristic value of the person characteristic.

  Hereinafter, a detailed processing procedure of the tertiary processing unit 135 will be described with reference to a flowchart shown in FIG.

  The tertiary processing unit 135 extracts, for each advertiser, an advertising space that approximates desired viewer characteristics as a purchase recommendation space (S201). For example, the tertiary processing unit 135, as described above, the advertising space in the time zone before and after the advertising space that matches the viewer characteristics specified by the advertiser as the purchasing conditions, and the viewer characteristics specified by the advertiser as the purchasing conditions. An advertisement frame having a characteristic value similar to the characteristic value may be extracted as a purchase recommendation frame.

  The tertiary processing unit 135 stores the data indicating the recommended purchase frame for each advertiser extracted here as temporary data 153 (S203). The tertiary processing unit 135 performs these processes on the purchase condition data 23 of all advertisers (S205).

  The tertiary processing unit 135 refers to the temporary data 153 stored in step S203 and notifies each advertiser terminal 3 of information related to each recommended purchase frame (S207). Here, the information notified to the advertiser terminal 3 may include, for example, the characteristic value of the viewer attribute of the recommended purchase frame and its time zone.

  In step S207, if there is a purchase application from an advertiser who has received a notification of a purchase recommendation frame, the tertiary processing unit 135 assigns the purchase recommendation frame related to the purchase application to the advertiser who made the application. Thereby, the sales destination of the recommended purchase frame is determined (S209).

  The tertiary processing unit 135 updates the final sales data 151 and stores the result of the above-described tertiary processing. (S211).

  In the tertiary processing, the advertiser can secure an advertising space with a condition close to a desired condition, and can secure an advertising space up to an amount close to the upper limit of the budget. In addition, the media owner can promote the sales of the advertising space by performing the tertiary processing.

  Returning to FIG. 1, the advertisement display schedule generation unit 17 refers to the final sale data 151 of the sale data storage unit 15 and generates an advertisement display schedule for each display device. For example, the advertisement display schedule generation unit 17 generates an advertisement display schedule in which the advertiser ID 231 is assigned for each device ID 212 and for each frame use time zone 215 within the frame use period 214. The advertisement display schedule generation unit 17 transmits the generated advertisement display schedule data to the advertiser terminal 3 and the medium main terminal 5. Further, the advertisement display schedule generation unit 17 may transmit the advertisement display schedule data to a distribution server (not shown) that distributes the advertisement content to the display device.

  Next, the processing procedure of the entire advertisement scheduling system having the above configuration will be described with reference to the flowchart of FIG.

  First, the advertiser registers the purchase condition data 23 from the advertiser terminal 3, and the medium owner registers the sales condition data 21 from the medium main terminal 5 (S301).

  After the sales condition data 21 and the purchase condition data 23 are registered, the primary processing unit 131 performs the above-described primary processing (S303). As a result, an advertising space that matches the viewer characteristics desired by the advertiser is assigned to each advertiser.

  The buying and selling processor 13 determines whether or not all the advertising spaces desired by all advertisers have been secured by this primary processing (S305). If all advertisers have secured all the desired number of advertising spaces, the process skips to step S313 (S305: Yes).

  On the other hand, when all the advertisers cannot secure all the desired number of advertisement spaces (S305: No), the secondary processing unit 133 performs the secondary processing described above (S303). As a result, an advertising space that matches the viewer characteristics desired by the advertiser is additionally allocated to each advertiser.

  The trading processor 13 determines whether or not all the advertising space desired by all advertisers has been secured by this secondary processing (S309). If all advertisers have secured all the desired number of advertising spaces, the process skips to step S313 (S309: Yes).

  When all the advertisers cannot secure all the desired advertising spaces (S309: No), the tertiary processing unit 135 performs the above-described tertiary processing (S311). As a result, an advertising space that does not completely match the viewer characteristics desired by the advertiser but is similar to the desired viewer characteristics is additionally allocated to each advertiser.

  After performing the said process, the advertisement display schedule production | generation part 17 produces | generates an advertisement display schedule with reference to the last sales data 151 (S313).

  According to this embodiment, both the media owner and the advertiser are satisfied based on the characteristics of the advertising space provided by the media owners such as a plurality of installers or advertising agencies and the conditions desired by the advertiser. Thus, the advertising space can be matched.

  The above-described embodiments of the present invention are examples for explaining the present invention, and are not intended to limit the scope of the present invention only to those embodiments. Those skilled in the art can implement the present invention in various other modes without departing from the gist of the present invention.

  For example, in the above-described embodiment, when the advertising space is extracted in the primary processing and the tertiary processing, it is a condition that the viewer characteristics of the purchase condition data and the sales condition data match, but in addition to the viewer characteristics, The number of display devices, the expected number of viewers, the installation location of display devices, and the like may be used as conditions. At this time, for example, if the difference from the expected number of viewers desired by the advertiser is within a predetermined number, the expected number of viewers may be approximated, and the installation location of the display device desired by the advertiser is “ If it is a “station,” a place related to public transportation such as a “bus stop” or “in a train” may be approximated.

DESCRIPTION OF SYMBOLS 1 Advertisement scheduling apparatus 11 Registration condition memory | storage part 13 Buying and selling processing part 15 Buying and selling data storage part 17 Advertisement display schedule production | generation part 21 Sales condition data 23 Purchasing condition data 131 Primary processing part 133 Secondary processing part 135 Tertiary processing part 151 Final buying and selling data

Claims (5)

First storage means for storing advertisement frame characteristic data indicating respective characteristics of the plurality of advertisement frames, which are determined by respective installation locations and time zones of the plurality of advertisement display devices;
A second storage unit that stores advertisement display condition data indicating display conditions for causing each advertisement to be displayed on the advertisement display device for a plurality of advertisers;
Based on the advertisement display condition data and the advertisement space characteristic data, matching means for matching the plurality of advertisement spaces with the plurality of advertisers;
An advertisement scheduling apparatus comprising: schedule generation means for generating schedule data indicating an advertisement display schedule according to a matching result by the matching means. The advertisement display condition data includes information indicating the characteristics of the advertising space desired by the advertiser and the desired number of advertising space,
The advertisement scheduling apparatus includes:
When the total number of advertising spaces having the first characteristic desired by the plurality of advertisers in the advertising space characteristic data is larger than the total number of advertising spaces having the first characteristic in the advertising space characteristic data, each advertisement The advertisement scheduling apparatus according to claim 1, further comprising a distribution unit that distributes the advertisement according to the number of advertisement frames having the first characteristic desired by the main.   The advertisement scheduling apparatus according to claim 1, wherein the characteristics of the advertisement frame include an attribute of a viewer who views each advertisement display apparatus at a place where each display apparatus is installed or the number of viewers. A method performed by an advertisement scheduling device,
Storing, in the first storage means, advertisement frame characteristic data indicating respective characteristics of a plurality of advertisement frames for displaying advertisements, which are determined by respective installation locations and time zones of the plurality of advertisement display devices;
Storing, in the second storage means, advertisement display condition data indicating display conditions for causing each advertisement content to be displayed on the advertisement display device for advertisement contents of a plurality of advertisers;
Matching the plurality of advertisement spaces with the plurality of advertisement contents based on the advertisement display condition data and the advertisement space characteristic data;
Generating schedule data indicating an advertisement display schedule according to the matching result of the matching. A method performed by an advertisement scheduling device,
Storing, in the first storage means, advertisement frame characteristic data indicating respective characteristics of a plurality of advertisement frames for displaying advertisements, which are determined by respective installation locations and time zones of the plurality of advertisement display devices;
Storing, in the second storage means, advertisement display condition data indicating display conditions for causing each advertisement content to be displayed on the advertisement display device for advertisement contents of a plurality of advertisers;
Matching the plurality of advertisement spaces with the plurality of advertisement contents based on the advertisement display condition data and the advertisement space characteristic data;
Generating schedule data indicating an advertisement display schedule according to the matching result of the matching.

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