JP2015153007A - Advertisement distribution system and advertisement distribution method - Google Patents

Advertisement distribution system and advertisement distribution method Download PDF

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JP2015153007A
JP2015153007A JP2014024286A JP2014024286A JP2015153007A JP 2015153007 A JP2015153007 A JP 2015153007A JP 2014024286 A JP2014024286 A JP 2014024286A JP 2014024286 A JP2014024286 A JP 2014024286A JP 2015153007 A JP2015153007 A JP 2015153007A
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advertisement
user
information
history
browsing
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JP2014024286A
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JP6117127B2 (en
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翔太 清水
Shota Shimizu
翔太 清水
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Kddi株式会社
Kddi Corp
Kddi株式会社
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Abstract

An advertisement suitable for a user at the time of browsing the Internet is distributed while accurately grasping a user's individual preference from a viewing history of a broadcast program. An advertisement distribution system includes a program specifying unit that specifies a broadcast program viewed by a user, a viewing history storage unit that stores the specified broadcast program as a user's viewing history, and Web information browsed by the user. A browsing history storage unit 32 that stores the browsing history of the user, and a history transmission unit 23 that transmits the viewing history and the browsing history to the advertisement distribution server 40 when browsing the Web information, and a browsing target An advertisement distribution server comprising: an advertisement extraction unit 53 that extracts advertisement information based on viewing history and browsing history as advertisement information provided together with the Web information; and an advertisement distribution unit 54 that distributes the extracted advertisement information to the user terminal 10 40. [Selection] Figure 2

Description

  The present invention relates to an advertisement distribution system and an advertisement distribution method for distributing advertisements.

  With the spread of the Internet, a mechanism such as an Internet advertisement for distributing advertisements of products to users using a network is widely known. Internet advertisements have better targeting properties than advertisements on magazines and TV commercials, and can distribute advertisements that match the preferences of users who are the targets of advertisements.

  Since distributing advertisements that match preferences directly affects advertising effectiveness, various devices have been made in the Internet advertising field to improve targeting. For example, the preference is generally specified based on the user's behavior such as a browsed web page, a clicked advertisement, and an input search keyword.

  In recent years, attempts have been made to fuse the Internet and broadcast programs. For example, Patent Literature 1 specifies user preferences based on viewing history of broadcast programs in addition to purchase history on the Internet. A distribution system for distributing advertisements to a user who is viewing a broadcast program is disclosed.

JP 2010-050549 A

  By the way, in the distribution system of Patent Document 1, although the user's preference can be specified in consideration of the viewing history of the broadcast program, the advertisement is distributed while viewing the broadcast program with the television receiver, and when browsing the Internet. It was not intended to be delivered. For this reason, the distribution system of Patent Document 1 cannot distribute advertisements in consideration of the viewing history of broadcast programs when browsing the Internet.

  In addition, since the television receiver may be used by a plurality of users, the method of managing the viewing history with the television receiver as in the distribution system of Patent Document 1 is the preference of the individual who actually viewed the broadcast program. Cannot be obtained accurately. For this reason, in the distribution system disclosed in Patent Document 1, the individual user's preference specified from the browsing history of the Internet is distorted by the viewing history of the broadcast program, and there is a possibility that the targeting property is impaired.

  The present invention has been made in view of such problems, and an advertisement distribution system and advertisement distribution for distributing an advertisement suitable for a user when browsing the Internet while accurately grasping a user's individual preference from a viewing history of a broadcast program It aims to provide a method.

  In a first aspect of the present invention, an advertisement distribution system is provided that includes a user terminal and an advertisement distribution server that is communicably connected to the user terminal. In this advertisement distribution system, the user terminal includes a program identifying unit that identifies a broadcast program viewed by the user, a viewing history storage unit that stores the identified broadcast program as the viewing history of the user, and Web information browsed by the user A browsing history storage unit for storing the browsing history as the user's browsing history, and a history transmission unit for transmitting the viewing history and the browsing history to the advertisement distribution server when browsing Web information. An advertisement extraction unit that extracts advertisement information based on the viewing history and the browsing history, and an advertisement distribution unit that distributes the extracted advertisement information to the user terminal as advertisement information provided together with the Web information to be browsed Prepare.

  The advertisement distribution server further includes a characteristic analysis unit that analyzes the characteristics of the user based on the viewing history and the browsing history, and the advertisement extraction unit extracts based on the analyzed characteristics of the user. It is good also as changing the ratio of advertising information.

  The advertisement extraction unit may change the ratio of advertisement information to be extracted according to whether or not the viewing history includes a broadcast program that has been viewed within a predetermined time from the browsing of Web information. Good.

  The advertisement extraction unit extracts the advertisement information by weighting the viewing history rather than the viewing history when the viewing history includes a broadcast program viewed within a predetermined time from the viewing of the Web information. When the viewing history does not include a broadcast program that has been viewed within a predetermined time since the viewing of the Web information, the viewing history may be weighted with respect to the viewing history and the advertisement information may be extracted. .

  In addition, when the viewing history includes a broadcast program being viewed during browsing of Web information, the advertisement extraction unit may extract the advertisement information based on the broadcast program being viewed.

  The advertisement extraction unit may extract the advertisement information by performing predetermined weighting on the viewing history based on the relationship between the broadcast date and time of the broadcast program viewed by the user and the viewing date and time. Good.

  In addition, when browsing the Web information, the history transmission unit transmits the viewing history and the browsing history together with the user attribute information to the advertisement distribution server, and the advertisement extraction unit includes the viewing history. The advertisement information may be extracted based on the browsing history and the attribute information.

  In a second aspect of the present invention, an advertisement distribution method is provided in which an advertisement distribution server distributes advertisements to user terminals. The advertisement distribution method includes a step of specifying a broadcast program viewed by a user, a step of storing the specified broadcast program as a viewing history of the user, and Web information browsed by the user, executed by the user terminal Provided as a browsing history, a step of transmitting the viewing history and the browsing history to the advertisement distribution server when browsing Web information, and a Web information to be browsed executed by the advertisement distribution server. The advertisement information includes a step of extracting advertisement information based on the viewing history and the browsing history, and a step of distributing the extracted advertisement information to the user terminal.

  ADVANTAGE OF THE INVENTION According to this invention, the advertisement suitable for a user's individual preference can be delivered at the time of browsing the internet.

It is a figure which shows the system configuration | structure of an advertisement delivery system. It is a figure which shows the function structure of the user terminal which concerns on one Embodiment, and an advertisement delivery server. It is a figure which shows an example of the viewing history memorize | stored in the viewing history memory | storage part of a user terminal. It is a figure which shows the flow of the operation | movement which calculates the attribute of a broadcast program. It is a figure which shows an example of the advertisement information delivered to a user terminal. It is a figure which shows an example of the advertisement information delivered to a user terminal. It is a figure which shows an example of the advertisement information delivered to a user terminal. It is a figure which shows an example of the advertisement information delivered to a user terminal. It is a flowchart which shows the flow of a process of an advertisement delivery system. It is a figure which shows the outline | summary of the advertisement delivery system of 2nd Embodiment. It is a figure which shows the function structure of the user terminal which concerns on another embodiment, and an advertisement delivery server.

<First Embodiment>
First, a first embodiment of the advertisement distribution system of the present invention will be described with reference to FIGS.

[Configuration of Advertisement Distribution System 100]
FIG. 1 is a diagram illustrating a system configuration of the advertisement distribution system 100. The advertisement distribution system 100 includes a user terminal 10, an advertisement distribution server 40, and a content distribution server 70.

The user terminal 10 is a terminal device having a strong relationship with a user to use. Note that a strong relationship with the user to use means that the user to be used is mainly limited. For example, a terminal device that is rarely used by a user other than the owner such as a mobile phone is a user terminal. It corresponds to 10.
The user terminal 10 is communicably connected to the advertisement distribution server 40 and the content distribution server 70 through the wireless communication line W, the base station 80, and the network N. The network N is, for example, the Internet, and the user terminal 10 acquires various advertisements from the advertisement distribution server 40 and also acquires various contents from the content distribution server 70, and displays these advertisements and contents as Web information (Web page). To do.

The advertisement distribution server 40 distributes various advertisements to the user terminal 10 in response to a request from the user terminal 10. At this time, the advertisement distribution server 40 distributes an advertisement that matches the user preference of the user terminal 10 to the user terminal 10.
The content distribution server 70 distributes the content constituting the Web information to the user terminal 10 in response to a request from the user terminal 10.

  The advertisement distribution server 40 and the content distribution server 70 are configured by a computer, for example, and operate when the CPU executes a program stored in a storage medium such as a hard disk. Note that the advertisement distribution server 40 and the content distribution server 70 may be independent computers or the same computer.

  Then, the detail of a structure of the user terminal 10 and the advertisement delivery server 40 is demonstrated. FIG. 2 is a block diagram illustrating functional configurations of the user terminal 10 and the advertisement distribution server 40.

[Configuration of User Terminal 10]
As shown in FIG. 2, the user terminal 10 includes a control unit 20 and a storage unit 30. The control unit 20 is, for example, a CPU, and functions as a program specifying unit 21, a browsing history specifying unit 22, and a history transmitting unit 23 according to various programs stored in the storage unit 30.
The storage unit 30 is, for example, a storage medium such as a hard disk, and includes a viewing history storage unit 31 and a browsing history storage unit 32.

The program specifying unit 21 specifies a broadcast program viewed by the user of the user terminal 10. The program specifying unit 21 may specify a broadcast program (such as One Seg) that the user has watched using the user terminal 10, and may also specify a broadcast program that the user has watched using a television receiver (not shown). It is good to do.
Here, since the user terminal 10 is a terminal device having a strong relationship with the user to be used, the broadcast program specified by the user terminal 10 is a broadcast program actually viewed by the user of the user terminal 10.

In addition, the method of specifying the broadcast program viewed using the television receiver on the user terminal 10 is arbitrary. For example, it is specified based on a remote control operation when the user terminal 10 is used as a remote control of the television receiver. Alternatively, it may be specified by receiving an input of a broadcast program viewed from the user.
In addition, using automatic content recognition (ACR) technology known in recent years, for example, by acquiring video (image) and audio of a broadcast program and performing image recognition and audio recognition, the user has watched The broadcast program may be specified.

When the broadcast program viewed by the user of the user terminal 10 is specified, the program specifying unit 21 stores the specified broadcast program in the viewing history storage unit 31 of the storage unit 30 as a viewing history.
FIG. 3 is a diagram illustrating an example of a viewing history stored in the viewing history storage unit 31. As shown in FIG. 3, the viewing history storage unit 31 stores a broadcast program (channel, program name, performer, location, etc.) viewed by the user in association with the viewing date and time when the program was viewed.

The browsing history specifying unit 22 specifies Web information browsed by the user using the user terminal 10 as a browsing history, and stores it in the browsing history storage unit 32 of the storage unit 30. Note that the browsing history may include not only the Web information (Web page) browsed by the user but also the type of advertisement clicked by the user, the search keyword input by the user, and cookie information.
Since the specific method of browsing history is a well-known technique, detailed description thereof is omitted.

  The history transmission unit 23 transmits the viewing history and the browsing history to the advertisement distribution server 40 when browsing the Web information on the user terminal 10. The viewing history and browsing history transmitted by the history transmitting unit 23 may be, for example, a viewing history and browsing history within a predetermined time from the browsing of Web information, and a predetermined number of viewing history and browsing from the latest one. It may be a history, or may be all stored viewing history and browsing history.

[Configuration of advertisement distribution server 40]
Subsequently, the advertisement distribution server 40 includes a control unit 50 and a storage unit 60. The control unit 50 is, for example, a CPU, and functions as a program attribute calculation unit 51, a characteristic analysis unit 52, an advertisement extraction unit 53, and an advertisement distribution unit 54 in accordance with various programs stored in the storage unit 60.
The storage unit 60 is, for example, a storage medium such as a hard disk, and includes a program attribute storage unit 61 and an advertisement information storage unit 62.

  The characteristic analysis unit 52 analyzes the characteristics of the user, that is, the tendency of the broadcast program and the Web information that the user likes based on the viewing history and the browsing history. Here, the method of analyzing the user characteristics based on the browsing history of the Web information is an established technology, whereas the method of analyzing the user characteristics based on the viewing history of the broadcast program is still not available. It is not an established technology. In this regard, in this embodiment, the characteristic analysis unit 52 refers to the program attribute calculated by the program attribute calculation unit 51 and analyzes the user characteristic according to the viewing history.

  The program attribute calculation unit 51 calculates an attribute of a broadcast program for each broadcast program. Specifically, the program attribute calculation unit 51 periodically circulates the program table of the broadcast program as shown in FIG. Then, the program attribute calculation unit 51 analyzes the introduction sentence of the broadcast program included in the program guide, and calculates the attribute (feature) of the broadcast program from the analysis result. In the example shown in FIG. 4B, “news, caster A...” And the like are calculated as attributes of the broadcast program “XX news” broadcast at 7:00 am. Note that the attributes of broadcast programs are calculated not only for the feature words of the program guide, but also for information about broadcast programs obtained via the network (for example, the contents of blogs, tweets, etc. related to broadcast programs, the blog and The attribute information of the user who posted the message etc.) may be used.

When the broadcast attribute attribute is calculated, the program attribute calculation unit 51 stores the calculated broadcast program attribute in the program attribute storage unit 61 of the storage unit 60.
The program attribute storage unit 61 stores information for specifying a broadcast program and broadcast program attributes for each broadcast program. The information for specifying the broadcast program is information for uniquely specifying the broadcast program from the viewing history transmitted from the user terminal 10, and in the present embodiment, the program name of the broadcast program, the broadcast date and time of the broadcast program. , Channels, etc.

  The characteristic analysis unit 52 refers to the program attribute storage unit 61, acquires the attribute of the broadcast program corresponding to the viewing history transmitted from the user terminal 10, specifies the viewing tendency of the broadcast program from the acquired attribute, User characteristics are analyzed from the viewing tendency of broadcast programs and the browsing tendency of Web information.

  The advertisement extraction unit 53 extracts advertisement information based on viewing history and browsing history, that is, advertisement information based on analyzed user characteristics, as advertisement information provided together with the Web information to be browsed. The advertisement information storage unit 62 stores advertisement information for each user characteristic, and the advertisement extraction unit 53 refers to the advertisement information storage unit 62 to extract advertisement information corresponding to the user characteristic.

Here, the advertisement extraction unit 53 may change the ratio of the advertisement information corresponding to the user characteristics to the ratio of the general advertisement information based on the analyzed user characteristics. For example, for users who have a strong interest in some fields, the proportion of advertising information corresponding to the user characteristics is increased, while for users who are widely interested in various fields, the user characteristics It is good also as reducing the ratio of the advertisement information corresponding to.
Further, the advertisement extraction unit 53 determines the ratio of the advertisement information corresponding to the characteristics of the user according to whether or not the broadcast program viewed within a predetermined time from the browsing of the Web information is included. It is good also as changing with respect to. According to such a configuration, for example, for a user who browses Web information immediately after viewing a broadcast program, the proportion of advertisement information corresponding to the user characteristics can be increased.

  The advertisement distribution unit 54 distributes the advertisement information extracted by the advertisement extraction unit 53 to the user terminal 10.

  The user terminal 10 displays the advertisement information distributed from the advertisement distribution server 40 together with the content distributed from the content distribution server 70 on the display unit (not shown) of the user terminal 10.

[Advertising information distribution example]
Next, an example of advertisement information distributed by the advertisement distribution server 40 will be described.
As shown in FIG. 5A, the advertisement distribution server 40 identifies the characteristics (preference) of the user using the user terminal 10 from the viewing history of the broadcast program transmitted from the user terminal 10 and the browsing history of the Web information. Advertisement information matching the characteristics is distributed to the user terminal 10. In FIG. 5A, it is specified that the user is interested in “actor C, sports, table tennis” or the like from the viewing history of the broadcast program, and the user is interested in “game, computer” or the like from the browsing history of Web information. Have been identified.

The advertisement distribution server 40 extracts advertisement information that matches the specified user characteristics from the viewing history of the broadcast program and the browsing history of the Web information, and distributes it to the user terminal 10.
In addition, the specific method of specifying the user characteristics from the viewing history and the browsing history is arbitrary, and the user characteristics may be specified with emphasis on a portion where both histories overlap. The viewing history may be weighted differently from the viewing history to specify the user characteristics.

Here, since the broadcast program is broadcast according to the schedule determined by the broadcaster, it is difficult to reflect the user's preference as compared to the Web information, but the timing for viewing the broadcast program is the same between the users. It is excellent for catching the fashion.
Therefore, the advertisement distribution server 40 may adjust the weight for the viewing history and the weight for the browsing history based on the timing of distributing the advertising information, in other words, the browsing timing of the Web information. Specifically, the advertisement distribution server 40 adjusts the weighting based on the relationship between the browsing timing of the Web information and the viewing timing of the broadcast program.

More specifically, as shown in FIG. 5B, when the viewing history includes a broadcast program that has been viewed within a predetermined time since the viewing of the web information, the characteristic analyzing unit 52 The user's characteristics are analyzed by weighting the viewing history of the broadcast program rather than the browsing history, and the advertisement extracting unit 53 extracts advertising information based on the characteristics of the user (that is, weighting the viewing history rather than the viewing history). To do.
From the user's point of view, information related to a broadcast program may be checked on the Web during or after viewing the broadcast program. Therefore, a user who browses the Web information while watching or watching the broadcast program is likely to be interested in the watched broadcast program. In view of this, it is preferable that the advertisement information that accurately captures the user's current interest can be distributed by weighting the viewing history of the broadcast program during a predetermined time during or after viewing the broadcast program.

  The characteristic analysis unit 52 may analyze the user characteristics by weighting only the viewing history of the broadcast program viewed within a predetermined time from the viewing of the Web information in the viewing history. In the example shown in FIG. 5B, the broadcast program 1 has been viewed within a predetermined time since browsing the Web information, but the broadcast program 2 has not been viewed within the predetermined time since browsing the Web information. The analysis unit 52 analyzes the user characteristics by weighting only the broadcast program 1.

  On the other hand, as shown in FIG. 5C, when the viewing history does not include a broadcast program that has been viewed within a predetermined time since the viewing of Web information, the characteristic analysis unit 52 determines that the viewing history of the broadcast program The user characteristics are analyzed by weighting the browsing history of the Web information, and the advertisement extracting unit 53 extracts the advertising information based on the characteristics of the user (that is, weighting the browsing history rather than the viewing history).

Such weight adjustment may be to change the ratio of advertisement information to be extracted. For example, when the viewing history includes a broadcast program that has been viewed within a predetermined time from the viewing of the Web information, the advertisement extraction unit 53 has a ratio of the advertisement information corresponding to the viewing tendency of the user's broadcast program. On the other hand, the ratio of the advertisement information corresponding to the browsing tendency of the user's Web information is lowered. On the other hand, when the viewing history does not include a broadcast program that has been viewed within a predetermined time since the browsing of the Web information, the advertisement extracting unit 53 performs an advertisement according to the browsing tendency of the Web information of the user. While increasing the ratio of information, the ratio of advertisement information corresponding to the viewing tendency of the user's broadcast program is decreased.
Further, the advertisement extraction unit 53 may adjust the degree of weighting based on the relationship between the web information browsing timing and the broadcast program viewing timing. For example, the advertisement extraction unit 53 increases the weighting of the viewing history of the broadcast program as the Web information viewing timing is closer to the viewing timing of the broadcasting program, and the weighting of the viewing history of the broadcasting program is further away from the viewing timing of the broadcasting program. Make it smaller.

In recent years, some users browse Web information on the user terminal 10 while viewing a broadcast program on a television receiver.
For example, in the example illustrated in FIG. 6A, the user browses Web information using the user terminal 10 while viewing a soccer broadcast with a television receiver.

Thus, when browsing Web information while viewing a broadcast program, the advertisement distribution server 40 may distribute advertisement information corresponding to the broadcast program being viewed to the user terminal 10. Specifically, when the viewing history includes a broadcast program being viewed when browsing the Web information, the characteristic analysis unit 52 analyzes the characteristics of the user based on the currently viewed broadcast program.
As a result, as shown in FIG. 6B, the Web information to be browsed includes advertisements “Japan National Official Goods” and “Soccer Tool Special Feature” corresponding to the soccer broadcast being viewed.

  Note that “based on a broadcast program being viewed” may mean that the broadcast program is heavily weighted, and that only the broadcast program (that is, viewing history of other broadcast programs or Web information) It may be to analyze user characteristics (without using browsing history).

The viewing history of the broadcast program may be weighted differently depending on whether or not the viewed broadcast program is recorded. For example, the broadcast date / time of the broadcast program viewed by the user is acquired from the program table, and the acquisition result matches the viewing date / time included in the viewing history. It can be done depending on whether or not. If they match, it is a broadcast program that was broadcast rather than recorded, and if they do not match, it is a recorded broadcast program.
Therefore, the characteristic analysis unit 52 performs a predetermined weighting on the viewing history based on the relationship between the broadcast date and time of the broadcast program viewed by the user and the viewing date and time, and analyzes the user characteristics. The recorded broadcast program has the merit that the user's preference is easily reflected, but it has the demerit that it lacks real-time property, so which of the recorded broadcast program and the non-recorded broadcast program should be emphasized? Is optional.

[Processing of Advertisement Distribution System 100]
Next, processing of the advertisement distribution system 100 according to the present embodiment will be described with reference to FIG.
First, the program specifying unit 21 of the user terminal 10 monitors whether or not the user is viewing a broadcast program (step S1). Specifically, the user terminal 10 monitors whether or not the broadcast program is being viewed according to the monitoring application program stored in the storage unit 30. As an example, the user terminal 10 may monitor whether or not the user terminal 10 is watching by monitoring a non-audible sound transmitted from a television receiver that is watching the broadcast program. The user terminal 10 may be paired with a television receiver using the, and a predetermined signal may be received from the television receiver to monitor whether or not the user is viewing.

  When the user is watching a broadcast program, the program identification unit 21 of the user terminal 10 identifies the broadcast program being viewed, and stores the viewing history including the identified broadcast program and the viewing date and time in the storage unit 30. Store in the unit 31 (step S2). As an example, the user terminal 10 specifies a broadcast program being viewed by using a remote control operation when the user terminal 10 is used as a remote control of a television receiver or automatic content recognition (ACR) technology.

  Subsequently, the user terminal 10 determines whether it is during browsing of Web information (step S3). For example, when a predetermined request is transmitted from the user terminal 10 to the advertisement distribution server 40, the user terminal 10 determines that it is during browsing of Web information. As a result, when browsing the web information, the history transmitting unit 23 of the user terminal 10 transmits history information including the viewing history of the broadcast program and the browsing history of the web information to the advertisement distribution server 40 (step S4). ).

  On the other hand, in the advertisement distribution server 40, before the history information is transmitted from the user terminal 10, the attribute of the broadcast program is specified in advance for each broadcast program (step S11). That is, the program attribute calculation unit 51 of the advertisement distribution server 40 periodically circulates the program guide of the broadcast program, extracts feature words in the introduction sentence included in the program guide, and calculates them as the attributes of the broadcast program. Note that the attributes of broadcast programs are calculated not only for the feature words of the program guide, but also for information about broadcast programs obtained via the network (for example, the contents of blogs, tweets, etc. related to broadcast programs, the blogs and tweets) The attribute information of the user who posted the message etc.) may be used.

  Thereafter, when history information is received from the user terminal 10, the characteristic analysis unit 52 of the advertisement distribution server 40 analyzes the characteristics of the user based on the received history information (viewing history and browsing history) (step S12). At this time, the characteristic analysis unit 52 of the advertisement distribution server 40 appropriately weights the viewing history and the browsing history to analyze the user characteristics.

  Subsequently, when the advertisement extraction unit 53 of the advertisement distribution server 40 extracts the advertisement information from the advertisement information storage unit 62 of the storage unit 60 so that the advertisement information corresponding to the user characteristics becomes a predetermined ratio (step S13), The advertisement distribution unit 54 of the advertisement distribution server 40 distributes the extracted advertisement information to the user terminal 10 (step S14).

  When the advertisement information is received from the advertisement distribution server 40, the user terminal 10 displays the received advertisement information together with the content received from the content distribution server 70 (step S5). Subsequently, the browsing history specifying unit 22 of the user terminal 10 stores the browsing history of the Web information browsed by the user using the user terminal 10 in the browsing history storage unit 32 of the storage unit 30 (Step S6), and ends the process. To do.

[Effect of the advertisement distribution system 100 of the first embodiment]
Heretofore, the first embodiment of the advertisement distribution system 100 of the present invention has been described. Then, the effect in the advertisement delivery system 100 is demonstrated.

In the advertisement distribution system 100, when the user of the user terminal 10 browses Web information, the advertisement distribution server 40 distributes an advertisement that matches the characteristics of the user. At this time, since the advertisement distribution server 40 analyzes the characteristics of the user in consideration of not only the browsing history of the Web information but also the viewing history of the broadcast program, it can distribute an advertisement more suitable for the user than in the past. it can. In particular, since the viewing history of a broadcast program is acquired using the user terminal 10 such as a mobile phone that has a strong relationship with the user to be used, it is possible to accurately grasp the individual viewing tendency of the user, and targeting There is no loss of sex.
Therefore, according to the advertisement distribution system 100 of the present invention, it is possible to distribute advertisement information suitable for the user when browsing Web information while accurately grasping the user's individual preference from the viewing history of the broadcast program.

  Further, in the advertisement distribution system 100, the ratio between the advertisement that matches the user's characteristics and the general advertisement is appropriately changed based on the range in which the user is interested and the relationship between the viewing timing of the broadcast program and the browsing timing of the Web information. . This makes it possible to distribute advertisements specific to the user's characteristics to users who have a strong interest in some fields, and distribute more advertisements corresponding to broadcast programs to users immediately after viewing the broadcast program. can do.

  Also, the advertisement distribution system 100 specifies the user characteristics after giving a predetermined weight to the viewing history and the browsing history from the relationship between the viewing timing of the broadcast program and the browsing timing of the Web information. Specifically, the advertisement distribution system 100 weights the viewing history compared to the browsing history when the user is watching the broadcast program a predetermined time before browsing the Web information. Advertising information captured in real time can be distributed. On the other hand, since the advertisement distribution system 100 weights the browsing history that easily reflects the user's preference more than the viewing history when the user has not viewed the broadcast program within a predetermined time since browsing the Web information, Advertisement information more suitable for the user can be distributed.

  In addition, in the advertisement distribution system 100, when the user browses the Web information while viewing the broadcast program, the advertisement information can be distributed based on the broadcast program being viewed. It can be linked with information, and it can be expected that the advertising effect will improve.

  Also, the advertisement distribution system 100 analyzes the user characteristics by assigning different weights to the viewing history depending on whether or not the broadcast program viewed by the user is recorded. Thereby, the advertisement information in consideration of the user's preference and real-time property can be distributed.

Second Embodiment
Then, 2nd Embodiment of the advertisement delivery system 100 of this invention is described.
In the advertisement distribution system 100 of the first embodiment, advertisement information is extracted based on the viewing history of broadcast programs and the browsing history of Web information. In this regard, as shown in FIG. 8, in the advertisement distribution system 100 of the second embodiment, advertisement information is extracted based on user attribute information in addition to the viewing history of broadcast programs and the browsing history of Web information.

Hereinafter, with reference to FIG. 9, the advertisement delivery system 100 of 2nd Embodiment is demonstrated. In the following, detailed description of the same configuration as that of the first embodiment is omitted.
The history transmission unit 23 of the user terminal 10 according to the second embodiment advertises attribute information indicating the attribute of the user of the user terminal 10 in addition to the viewing history of the broadcast program and the browsing history of the Web information when browsing the Web information. Transmit to the distribution server 40. Here, the attribute information is arbitrary information including the gender, age, hobbies, etc. of the user, and the history transmission unit 23 transmits such identification information (user ID) for identifying the user, for example. Information is transmitted to the advertisement distribution server 40.

That is, the storage unit 60 of the advertisement distribution system 100 includes a user attribute storage unit 63. The user attribute storage unit 63 stores attribute information such as the gender, age, and hobbies of the user in association with identification information for identifying the user.
The characteristic analysis unit 52 of the advertisement distribution system 100 extracts attribute information corresponding to the identification information transmitted from the user terminal 10 from the user attribute storage unit 63, and extracts the viewing history and the browsing history transmitted from the user terminal 10. Based on the attribute information, the user characteristics are analyzed.

  Therefore, when the history transmission unit 23 of the user terminal 10 transmits user attribute information to the advertisement distribution server 40, in addition to transmitting attribute information (gender, age, hobby, etc.) itself, the attribute information is specified. Including transmitting identification information (user ID) for use.

  When the characteristic analysis unit 52 analyzes the user characteristics based on the viewing history, the browsing history, and the attribute information, the advertisement extraction unit 53 extracts the advertisement information according to the user characteristics from the advertisement information storage unit 62, and the advertisement distribution unit 54 distributes the extracted advertisement information to the user terminal 10.

[Effect of the advertisement distribution system 100 of the second embodiment]
According to the advertisement distribution system 100 of the second embodiment as described above, not only the viewing history of broadcast programs and the browsing history of Web information but also advertisement information according to user attribute information can be distributed. Advertisement information more suitable for the user at the time of browsing information can be distributed.

  As mentioned above, although this invention was demonstrated using embodiment, the technical scope of this invention is not limited to the range as described in the said embodiment. It will be apparent to those skilled in the art that various modifications or improvements can be added to the above embodiment. In particular, the specific embodiments of the distribution / integration of the devices are not limited to those illustrated above, and all or a part thereof may be added in arbitrary units according to various additions or according to functional loads. It can be configured functionally or physically distributed and integrated.

DESCRIPTION OF SYMBOLS 10 ... User terminal, 21 ... Program specific part, 22 ... Browsing history specific part, 23 ... History transmission part, 31 ... Viewing history storage part, 32 ... Browsing history storage part, 40 ... Advertisement distribution server, 51 ... Program attribute calculation unit, 52 ... Characteristic analysis unit, 53 ... Advertisement extraction unit, 54 ... Advertisement distribution unit, 61 ... Program attribute storage unit, 62 ... Advertisement information storage unit, 100 ... Advertisement distribution system


Claims (8)

  1. An advertisement distribution system including a user terminal and an advertisement distribution server connected to be communicable with the user terminal,
    The user terminal is
    A program specifying unit for specifying a broadcast program viewed by the user;
    A viewing history storage unit that stores the identified broadcast program as the viewing history of the user;
    A browsing history storage unit that stores Web information browsed by the user as the browsing history of the user;
    A history transmission unit that transmits the viewing history and the browsing history to the advertisement distribution server when browsing Web information;
    With
    The advertisement distribution server
    An advertisement extracting unit that extracts advertisement information based on the viewing history and the browsing history as advertisement information provided together with the Web information to be browsed;
    An advertisement delivery unit that delivers the extracted advertisement information to the user terminal;
    An advertisement distribution system comprising:
  2. The advertisement distribution server further includes a characteristic analysis unit that analyzes the characteristics of the user based on the viewing history and the browsing history,
    The advertisement extraction unit changes a ratio of advertisement information to be extracted based on the analyzed characteristics of the user.
    The advertisement distribution system according to claim 1.
  3. The advertisement extraction unit changes a ratio of advertisement information to be extracted according to whether or not the viewing history includes a broadcast program that has been viewed within a predetermined time from the viewing of Web information.
    The advertisement distribution system according to claim 1 or 2.
  4. The advertisement extraction unit
    When the viewing history includes a broadcast program that has been viewed within a predetermined time since browsing the Web information, the viewing history is weighted more than the viewing history, and the advertisement information is extracted.
    If the viewing history does not include a broadcast program that has been viewed within a predetermined time since browsing the Web information, the viewing history is weighted more than the viewing history, and the advertisement information is extracted.
    The advertisement delivery system according to any one of claims 1 to 3.
  5. The advertisement extraction unit
    When the viewing history includes a broadcast program being viewed when browsing Web information, the advertisement information is extracted based on the broadcast program being viewed;
    The advertisement delivery system according to any one of claims 1 to 4.
  6. The advertisement extraction unit performs a predetermined weighting on the viewing history based on the relationship between the broadcast date and time of the broadcast program viewed by the user and the view date and time, and extracts the advertisement information.
    The advertisement distribution system according to any one of claims 1 to 5.
  7. The history transmission unit transmits the user attribute information together with the viewing history and the browsing history to the advertisement distribution server when browsing the Web information,
    The advertisement extraction unit extracts the advertisement information based on the viewing history, the browsing history, and the attribute information.
    The advertisement distribution system according to any one of claims 1 to 6.
  8. An advertisement distribution method in which an advertisement distribution server distributes advertisements to user terminals,
    Executed by the user terminal;
    Identifying the broadcast program viewed by the user;
    Storing the identified broadcast program as the viewing history of the user;
    Storing the web information browsed by the user as the browsing history of the user;
    Transmitting the viewing history and the browsing history to the advertisement distribution server when browsing Web information;
    Executed by the advertisement distribution server;
    Extracting advertisement information based on the viewing history and the browsing history as advertising information to be provided together with Web information to be browsed;
    Delivering the extracted advertising information to the user terminal;
    Ad delivery method including

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