JP2015158915A - Distribution device, terminal device, distribution method, and distribution program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To prevent visibility of content from deteriorating.SOLUTION: A distribution device includes a distribution part. The distribution part distributes control information and first content to a terminal device. The control information makes the terminal device execute: a display procedure for displaying the first content and second content by superposition of them; a detection procedure for detecting movement operation for moving the first content displayed by the display procedure; and a change procedure for changing a display mode of the second content when the movement operation is detected by the detection procedure.

Description

  The present invention relates to a distribution device, a terminal device, a distribution method, and a distribution program.

  In recent years, advertisement distribution via the Internet has been actively performed. For example, advertising content related to a company, a product, or the like is displayed at a predetermined position on a web page. The advertisement content is, for example, an icon such as a still image, a moving image, or text data, and is a hyperlink (hereinafter simply referred to as “link”) to a web page provided by the advertiser (hereinafter referred to as an advertiser page). Is written). When the advertisement content is clicked by the user, the advertiser page is displayed. As a technique related to such advertisement display, a technique has been proposed in which information content is displayed on a first layer and advertisement content is displayed on a second layer behind the information content.

JP 2003-022042 A JP 2006-098888 A Special table 2010-526494 JP 2012-137805 A

  However, in the above-described conventional technology, the visibility of content may be reduced. Specifically, in the conventional technique for displaying the advertising content on the second layer, the advertising content is merely displayed behind the information content. For this reason, when this conventional technique is used, there is a possibility that the user may not easily view at least one of information content and advertisement content.

  The present application has been made in view of the above, and an object thereof is to provide a distribution device, a terminal device, a distribution method, and a distribution program that can prevent content visibility from being lowered.

  The distribution device according to the present application includes a distribution unit that distributes the first content to the terminal device together with the control information, and the control information includes a display procedure for displaying the first content and the second content in an overlapping manner, and the display procedure. A detecting procedure for detecting a moving operation for moving the first content displayed by the step, and a changing procedure for changing the display mode of the second content when the moving operation is detected by the detecting procedure. The terminal device is executed.

  According to one aspect of the embodiment, there is an effect that the visibility of content can be prevented from being lowered.

FIG. 1 is a diagram illustrating an example of display processing according to the embodiment. FIG. 2 is a diagram illustrating a configuration example of the advertisement distribution system according to the embodiment. FIG. 3 is a diagram illustrating a configuration example of the advertising device according to the embodiment. FIG. 4 is a diagram illustrating an example of the advertising content storage unit according to the embodiment. FIG. 5 is a diagram illustrating a configuration example of the distribution apparatus according to the embodiment. FIG. 6 is a diagram illustrating a configuration example of the terminal device according to the embodiment. FIG. 7 is a diagram illustrating an example of display processing according to the embodiment. FIG. 8 is a diagram illustrating an example of display processing according to the embodiment. FIG. 9 is a sequence diagram illustrating a distribution processing procedure by the advertisement distribution system according to the embodiment. FIG. 10 is a flowchart illustrating a processing procedure performed by the terminal device according to the embodiment. FIG. 11 is a diagram illustrating an example of display processing according to the modification. FIG. 12 is a diagram illustrating an example of display processing according to the modification. FIG. 13 is a diagram illustrating an example of display processing according to the modification. FIG. 14 is a diagram illustrating an example of display processing according to the modification. FIG. 15 is a diagram illustrating an example of display processing according to the modification. FIG. 16 is a diagram illustrating an example of display processing according to the modification. FIG. 17 is a diagram illustrating an example of calculation processing according to the modification. FIG. 18 is a hardware configuration diagram illustrating an example of a computer that realizes the function of the distribution apparatus.

  Hereinafter, a mode for carrying out a distribution device, a terminal device, a distribution method, and a distribution program according to the present application (hereinafter referred to as “embodiment”) will be described in detail with reference to the drawings. Note that the distribution device, the terminal device, the distribution method, and the distribution program according to the present application are not limited by this embodiment. In the following embodiments, the same portions are denoted by the same reference numerals, and redundant description is omitted.

[1. Display processing)
First, an example of display processing according to the embodiment will be described with reference to FIG. FIG. 1 is a diagram illustrating an example of display processing according to the embodiment. FIG. 1 shows an example in which the web page W10 and the advertising content C10 are displayed by the terminal device 100.

  The terminal device 100 illustrated in FIG. 1 is a mobile terminal device such as a smartphone. The terminal device 100 includes an output unit 130 such as a liquid crystal display. The terminal device 100 is assumed to employ a touch panel. That is, the user of the terminal device 100 performs various operations by touching the display surface of the output unit 130 with a finger or a dedicated pen.

  The web page W10 is content for a portal site on which various information such as news is posted. Here, it is assumed that the vertical size of the web page W10 is longer than the vertical display size of the output unit 130 of the terminal device 100.

  Such a web page W10 includes an input field for inputting a search keyword, links to other web pages, and the like. In the case of the example in FIG. 1, “new news” displayed on the web page W <b> 10 and each news topic described in a bulleted list under the “news list” are linked to other web pages. Corresponds to the anchor text. In addition, “auction”, “sports”, “Q & A”, and “route” displayed on the web page W10 correspond to buttons or images with links to other web pages. Hereinafter, among the display areas of the web page W10, an area where anchor text, a button, an image, or the like with a link to another web page is displayed may be referred to as a “link area”.

  The advertising content C10 is, for example, a still image or a moving image, and is provided by an automobile-related advertiser, for example. For example, it is assumed that the advertising content C10 corresponds to an advertiser's logo or the like and is widely known. That is, the advertising content C10 has an identification function that can distinguish the advertiser who provided the advertising content C10 from other advertisers. For this reason, a general user can specify an advertiser from the advertising content C10.

  Here, the terminal device 100 displays the web page W10 and the advertising content C10 in an overlapping manner so that the user can visually recognize both the web page W10 and the advertising content C10. For example, the terminal device 100 processes the advertising content C10 into pixels of one color such as gray, and displays the processed advertising content C10 and the web page W10 in an overlapping manner. At this time, the terminal device 100 displays the advertising content C10 so that the web page W10 transmits the processed advertising content C10 with a predetermined transparency (hereinafter referred to as “first transparency”). Since the terminal device 100 cannot display the entire web page W10, the terminal device 100 displays the web page W10 from the top in the initial state.

  In this way, the terminal device 100 displays the advertising content C10 as a shadow located on the back side of the web page W10. Here, the advertisement content C10 may be linked to an advertiser page provided by the advertiser. However, in the case of the example of FIG. 1, the terminal device 100 displays the advertisement content C10 in a state in which it cannot be clicked. That is, the terminal device 100 simply displays the advertising content C10 as a shadow. On the other hand, the terminal device 100 displays all the link areas included in the web page W10 in a clickable state. That is, the terminal device 100 displays the link area of the web page W10 in a clickable state even in a link area that overlaps the advertising content C10.

  The “clickable state” described above indicates a state in which content such as the advertisement content C10 can be selected, and indicates a state in which transition to another web page (including an advertiser page) is possible when clicked. . In addition, the “non-clickable state” indicates a state in which the content such as the advertisement content C10 cannot be selected, and does not transition to other web pages (including the advertiser page) even when clicked. Indicates. For example, the terminal device 100 keeps the web page W10 displayed even when the advertisement content C10 is clicked. However, when the link area displayed on the web page W10 is clicked, the terminal device 100 accesses the link destination of the clicked link area.

  And the terminal device 100 which concerns on embodiment changes the display mode of the advertising content C10, when the scroll operation which is operation which moves the web page W10 is performed by the user. For example, the terminal device 100 is configured so that the advertisement content C10 when the scroll operation is performed is in a display mode that is more likely to be noticed by the user than the advertisement content C10 when the scroll operation is not performed. The display mode of the content C10 is displayed.

  FIG. 1 shows an example in which a scroll operation is performed with the user's finger F10. In this case, the terminal device 100 displays the advertising content C10 with the second transparency lower than the first transparency described above while the scroll operation is performed. In other words, the terminal device 100 displays the advertising content C10 darkly when the scroll operation is performed.

  In addition, as illustrated in FIG. 1, the terminal device 100 according to the embodiment displays the advertising content C10 at a fixed position even when the display area of the web page W10 is changed according to the scroll operation. That is, the terminal device 100 displays the advertising content C10 at a fixed position without being interlocked with the movement of the web page W10.

  Thereafter, it is assumed that the scroll operation is not performed by the user. In this case, the terminal device 100 returns the display mode of the advertisement content C10 to the original state as shown in FIG. Specifically, the terminal device 100 displays the advertising content C10 with the first transparency described above.

  That is, in the example of FIG. 1, the terminal device 100 displays the advertising content C10 with the first transparency while the scroll operation is not performed, and is higher than the first transparency while the scroll operation is performed. The advertising content C10 is displayed with a low second transparency. Thereby, the terminal device 100 can highlight and display the advertising content C10 only when an operation for moving the web page W10 is performed by the user.

  As described above, the terminal device 100 according to the embodiment highlights the advertising content C10 only while the scroll operation is performed, thereby reducing the visibility of the web page W10 and the advertising content C10. Can be prevented. Specifically, the user who has not performed the scroll operation may stare at an article or the like posted on the web page W10. Therefore, when the scroll operation is not performed, the terminal device 100 displays the advertisement content C10 in a thin manner as in the example of FIG. 1 so that the user viewing the web page W10 can visually recognize the web page W10. It can prevent that property falls. On the other hand, it can be said that the user who is performing the scroll operation is unlikely to stare at the moving web page W10 itself. Therefore, the terminal device 100 can display the advertising content C10 darkly only while the scroll operation is performed, thereby allowing the user with low attention to the web page W10 to visually recognize the advertising content C10.

  In addition, since the terminal device 100 according to the embodiment can highlight the advertising content C10 only while the scroll operation is performed, the user can be focused on the advertising content C10. The advertising effect can be improved. Specifically, as described above, the user who has not performed the scroll operation may stare at an article or the like posted on the web page W10. In this case, even if the advertising content C10 itself on the web page W10 is displayed, it may be difficult to improve the advertising effect. Therefore, the terminal device 100 according to the embodiment can highlight the advertising content C10 only while the scroll operation is being performed, thereby allowing the user to pay attention to the advertising content C10. As a result, since the terminal device 100 can infiltrate the advertisers recalled from the advertising content C10 to the user, the advertising effect of the advertising content C10 can be improved.

  Furthermore, since the terminal device 100 according to the embodiment displays the advertising content C10 as a shadow in an overlapping manner with the web page W10, the advertising content C10 can be strongly impressed by the user. Specifically, the terminal device 100 can increase the possibility that the advertising content C10 enters the field of view of the user who is browsing the web page W10 by displaying the advertising content C10 over the web page W10. The advertising effect of the advertising content C10 can be improved.

  From the above, the terminal device 100 according to the embodiment can prevent the visibility of the web page W10 and the advertising content C10 from being lowered, and can improve the advertising effect of the advertising content C10.

  Hereinafter, the terminal device 100 and the like that realize the display processing described above will be described. Although not described above, the web page W10 described above includes control information for controlling the display mode of the web page W10 and the advertisement content C10. And the terminal device 100 performs the display process mentioned above according to control information. Such control information will be described later. In the following, when the state transition of the terminal device 100 is illustrated, the state may be expressed as a first state, a second state,...

[2. Configuration of advertisement distribution system)
Next, the configuration of the advertisement distribution system according to the embodiment will be described with reference to FIG. FIG. 2 is a diagram illustrating a configuration example of the advertisement distribution system 1 according to the embodiment. As shown in FIG. 2, the advertisement distribution system 1 includes a terminal device 100, an advertiser terminal 10, an advertisement device 20, and a distribution device 30. The terminal device 100, the advertiser terminal 10, the advertising device 20, and the distribution device 30 are connected to be communicable via a network N by wire or wireless. The advertisement distribution system 1 shown in FIG. 2 may include a plurality of terminal devices 100, a plurality of advertiser terminals 10, a plurality of advertising devices 20, and a plurality of distribution devices 30. .

  The terminal device 100 is an information processing device used by a user who browses a web page. For example, the terminal device 100 is a mobile phone such as a smartphone, a tablet terminal, a PDA (Personal Digital Assistant), a desktop PC (Personal Computer), a notebook PC, or the like. The terminal device 100 acquires a web page from the distribution device 30 according to an operation by the user, and displays the acquired web page. In addition, when the web page includes an advertisement acquisition command to be described later, the terminal device 100 acquires the advertising content from the advertising device 20 and displays the acquired advertising content together with the web page.

  The advertiser terminal 10 is an information processing device used by the advertiser. For example, the advertiser terminal 10 is a desktop PC, a notebook PC, a tablet terminal, a mobile phone, a PDA, or the like. The advertiser terminal 10 submits the advertising content to the advertising device 20 according to the operation by the advertiser. For example, the advertiser terminal 10 has a URL (Uniform Resource Locator) for accessing an advertiser page distributed by an advertiser server managed by an advertiser as a still image, a moving image, text data, or an advertiser server as advertisement content. Are submitted to the advertising device 20.

  Note that an advertiser may request an agency to submit advertising content. In this case, it is the agency that submits the advertising content to the advertising device 20. In the following, the notation “advertiser” is a concept including not only the advertiser but also the agency, and the notation “advertiser terminal” refers to the agency device used by the agency as well as the advertiser terminal 10. It is a concept that includes.

  The advertising device 20 is a server device that distributes advertising content submitted from the advertiser terminal 10. For example, the advertising device 20 delivers advertising content to the terminal device 100 when accessed from the terminal device 100.

  The distribution device 30 is a web server or the like that distributes web pages to the terminal device 100. For example, the distribution device 30 is a portal site, a news site, an auction site, a weather forecast site, a shopping site, a finance (stock price) site, a route search site, a map providing site, a travel site, a restaurant introduction site, a web blog, and the like. Deliver web pages.

  The web page distributed by the distribution apparatus 30 is formed by, for example, an HTML file described in HTML (HyperText Markup Language), an XML file described in XML (Extensible Markup Language), or the like. The web page delivered by the delivery device 30 includes control information for controlling the display mode of the web page and the advertisement content. This control information is described in an HTML file or the like that forms a web page by using a script language such as JavaScript (registered trademark) or CSS (Cascading Style Sheets).

  The web page distributed by the distribution device 30 includes an advertisement acquisition command. For example, in an HTML file or the like that forms a web page, the URL of the advertising device 20 is described as an advertisement acquisition command. In this case, the terminal device 100 acquires the advertising content from the advertising device 20 by accessing a URL described in an HTML file or the like.

  The various data distributed from the distribution device 30 to the terminal device 100 is actually an HTML file or an image forming a web page, but in the following, various data distributed from the distribution device 30 to the terminal device 100 May be referred to as a “web page”.

[3. Configuration of advertising device]
Next, the configuration of the advertising device 20 according to the embodiment will be described with reference to FIG. FIG. 3 is a diagram illustrating a configuration example of the advertising device 20 according to the embodiment. As illustrated in FIG. 3, the advertising device 20 includes a communication unit 21, an advertising content storage unit 22, and a control unit 23.

  The communication unit 21 is realized by, for example, a NIC (Network Interface Card). The communication unit 21 is connected to the network N in a wired or wireless manner, and transmits and receives information to and from the terminal device 100, the advertiser terminal 10, and the distribution device 30.

  The advertisement content storage unit 22 is realized by, for example, a semiconductor memory device such as a RAM (Random Access Memory) or a flash memory, or a storage device such as a hard disk or an optical disk. The advertising content storage unit 22 stores various information related to the advertising content submitted from the advertiser terminal 10.

  Here, FIG. 4 shows an example of the advertising content storage unit 22 according to the embodiment. In the example illustrated in FIG. 4, the advertisement content storage unit 22 includes items such as “advertiser ID”, “advertisement content”, “bid price”, and “CTR (Click Through Rate)”.

  The “advertiser ID” indicates identification information for identifying the advertiser or the advertiser terminal 10. “Advertising content” indicates the advertising content submitted from the advertiser terminal 10. FIG. 4 shows an example in which conceptual information such as “C11” is stored in “advertising content”, but actually, a still image, a moving image, text data, a URL, or a file indicating the storage location thereof. Stores path names and so on.

  “Bid price” indicates an advertising fee designated when an advertiser submits advertising content. For example, the “bid price” corresponds to a unit price paid from the advertiser to the advertisement distributor (for example, the administrator of the advertising device 20 or the distribution device 30) when the advertising content is displayed once on the web page. Further, for example, “bid price” corresponds to a unit price paid from the advertiser to the advertisement distributor when the advertisement content is clicked once by the user.

  “CTR” indicates a value obtained by dividing the number of times the advertising content is clicked by the number of times the advertising content is displayed. The CTR of advertising content that has never been distributed to the terminal device 100 includes a predetermined fixed value, an average value of CTR for all advertising content, and the same advertising category (for example, car, travel). The average value of CTR and the like for all the advertising contents belonging to is stored. Further, “CTR” may store a predicted CTR predicted from a CTR prediction model or the like. Such a predicted CTR is predicted based on, for example, the type of advertising content, the type of web page on which the advertising content is displayed, and the like.

  That is, FIG. 4 shows an example in which the advertiser identified by the advertiser ID “B10” designates the bid price “100” and submits the advertising content “C11”. FIG. 4 shows an example in which the CTR of the advertisement content “C11” is “0.02”.

  The control unit 23 is realized by, for example, a CPU (Central Processing Unit), an MPU (Micro Processing Unit), or the like executing various programs stored in a storage device inside the advertising device 20 using the RAM as a work area. The The control unit 23 is realized by an integrated circuit such as an application specific integrated circuit (ASIC) or a field programmable gate array (FPGA).

  As shown in FIG. 3, the control unit 23 includes a submission reception unit 24, a request reception unit 25, an extraction unit 26, a distribution unit 27, and a calculation unit 28, and performs information processing described below. Implement or execute a function or action. Note that the internal configuration of the control unit 23 is not limited to the configuration illustrated in FIG. 3, and may be another configuration as long as information processing described later is performed. Further, the connection relationship between the processing units included in the control unit 23 is not limited to the connection relationship illustrated in FIG. 3, and may be another connection relationship.

  The submission receiving unit 24 receives submission of advertising content from the advertiser terminal 10. Specifically, the submission accepting unit 24 accepts the submission of the advertisement content together with the designation of the bid price. Then, the submission reception unit 24 stores the received bid price and advertisement content in the advertisement content storage unit 22 in association with the advertiser ID corresponding to the advertiser of the submission source.

  The request reception unit 25 receives an advertisement content acquisition request from the terminal device 100. For example, the request reception unit 25 receives an HTTP request as an advertisement content acquisition request.

  When the request reception unit 25 receives an advertisement content acquisition request, the extraction unit 26 extracts advertisement content as a distribution candidate from the advertisement content storage unit 22. For example, the extraction unit 26 preferentially extracts advertisement content with a high bid price or CTR or advertisement content with a high bid price and CTR from among the advertisement content stored in the advertisement content storage unit 22.

  However, the present invention is not limited to this example, and the extraction unit 26 may use an advertisement distribution method called content matching that extracts advertisement content related to a web page. Further, when the web page is a search page, the extraction unit 26 may use an advertisement distribution method called a search-linked advertisement that extracts advertisement content that matches the search keyword specified in the search page. Further, the extraction unit 26 may use an advertisement distribution technique called targeting distribution that extracts advertisement content that matches user attribute information (such as psychographic attributes and demographic attributes).

  The distribution unit 27 distributes the advertisement content stored in the advertisement content storage unit 22. Specifically, the distribution unit 27 distributes the advertisement content extracted by the extraction unit 26 to the terminal device 100 that has transmitted the advertisement content acquisition request.

  The calculation unit 28 calculates a charge amount to be charged as an advertisement distribution fee to the advertiser and a payment amount to be paid as an advertisement display fee to an information provider operating various sites that produce web pages. For example, the calculation unit 28 calculates a charge amount charged to the advertiser based on the bid price stored in the advertisement content storage unit 22 and the number of times the advertisement content is displayed on the web page. However, without being limited to this example, the calculation unit 28 may calculate the charge amount based on the number of times the advertisement content is clicked by the user. Further, for example, the calculation unit 28 calculates a payment amount to be paid to the information provider based on the number of times the advertising content is distributed to the advertising device 20.

[4. Configuration of distribution device]
Next, the configuration of the distribution apparatus 30 according to the embodiment will be described with reference to FIG. FIG. 5 is a diagram illustrating a configuration example of the distribution device 30 according to the embodiment. As illustrated in FIG. 5, the distribution device 30 includes a communication unit 31, a content storage unit 32, and a control unit 33.

  The communication part 31 is implement | achieved by NIC etc., for example. The communication unit 31 is connected to the network N by wire or wirelessly and transmits / receives information to / from the terminal device 100 and the advertising device 20.

  The content storage unit 32 is realized by, for example, a semiconductor memory device such as a RAM or a flash memory, or a storage device such as a hard disk or an optical disk. And the content memory | storage part 32 memorize | stores the web page which is an example of a content. For example, the content storage unit 32 stores an HTML file that forms a web page, a still image or a moving image displayed on the web page.

  The web page stored in the content storage unit 32 includes an advertisement acquisition command for acquiring advertisement content. In addition, the web page stored in the content storage unit 32 includes control information that is a program written in a script language such as JavaScript (registered trademark) or CSS.

  Here, the control by the control information included in the web page will be described. The control information according to the embodiment causes the terminal device 100 to execute, for example, a display procedure, a detection procedure, and a variation procedure. The display procedure is, for example, a processing procedure for displaying a web page and advertisement content in an overlapping manner. The detection procedure is a processing procedure for detecting a moving operation for moving the web page displayed by the display procedure. Note that the movement operation according to the embodiment corresponds to an operation of scrolling a web page. The change procedure is a processing procedure for changing the display mode of the advertisement content when the moving operation is detected by the detection procedure. In addition to the above processing procedure, the control information causes the terminal device 100 to execute a processing procedure for determining the display position of the advertising content.

  The control unit 33 is realized by, for example, a CPU, an MPU, or the like executing various programs (corresponding to an example of a distribution program) stored in a storage device inside the distribution apparatus 30 using the RAM as a work area. The control unit 33 is realized by an integrated circuit such as an ASIC or FPGA, for example.

  As illustrated in FIG. 5, the control unit 33 includes a reception unit 34 and a distribution unit 35, and realizes or executes information processing functions and operations described below. The internal configuration of the control unit 33 is not limited to the configuration illustrated in FIG. 5, and may be another configuration as long as the information processing described later is performed. In addition, the connection relationship between the processing units included in the control unit 33 is not limited to the connection relationship illustrated in FIG. 5, and may be another connection relationship.

  The accepting unit 34 accepts a web page acquisition request from the terminal device 100. For example, the reception unit 34 receives an HTTP request as a web page acquisition request.

  The distribution unit 35 distributes the web page and the control information to the terminal device 100 when the reception unit 34 receives a web page acquisition request. Specifically, the distribution unit 35 acquires the acquisition request target web page from the content storage unit 32 and distributes the acquired web page to the terminal device 100. As described above, since the control information is included in the web page stored in the content storage unit 32, the distribution unit 35 distributes the web page and the control information.

  Note that the content storage unit 32 described above may store the web page and the control information individually instead of the web page including the control information. For example, the content storage unit 32 may store an HTML file forming a web page in association with a file in which control information is described. In this case, the distribution unit 35 distributes both the web page and the control information to the terminal device 100.

[5. Configuration of terminal device]
Next, the configuration of the terminal device 100 according to the embodiment will be described with reference to FIG. FIG. 6 is a diagram illustrating a configuration example of the terminal device 100 according to the embodiment. As illustrated in FIG. 6, the terminal device 100 includes a communication unit 110, an input unit 120, an output unit 130, and a control unit 140.

  The communication unit 110 is realized by a NIC or the like, for example. The communication unit 110 is connected to the network N by wire or wirelessly, and transmits / receives information to / from the advertising device 20 and the distribution device 30.

  The input unit 120 is an input device that receives various operations from the user. For example, the input unit 120 is realized by a keyboard, a mouse, an operation key, or the like. The output unit 130 is a display device for displaying various information. For example, the output unit 130 is realized by a liquid crystal display or the like. In addition, when a touch panel is employ | adopted for the terminal device 100, the input part 120 and the output part 130 are integrated.

  The control unit 140 is realized, for example, by executing various programs (corresponding to an example of a display program) stored in a storage device inside the terminal device 100 using the RAM as a work area by a CPU, an MPU, or the like. For example, these various programs correspond to application programs called web browsers. The control unit 140 is realized by an integrated circuit such as an ASIC or FPGA, for example.

  As illustrated in FIG. 6, the control unit 140 includes a request unit 141, a reception unit 142, and a display control unit 143, and realizes or executes functions and operations of information processing described below. The internal configuration of the control unit 140 is not limited to the configuration illustrated in FIG. 6, and may be another configuration as long as the information processing described below is performed. In addition, the connection relationship between the processing units included in the control unit 140 is not limited to the connection relationship illustrated in FIG. 6, and may be another connection relationship.

  The request unit 141 transmits a web page acquisition request to the distribution device 30 in accordance with a user operation received via the input unit 120. The request unit 141 transmits an advertisement content acquisition request to the advertising device 20 when the web page received by the reception unit 142 includes an advertisement acquisition command.

  The reception unit 142 receives a web page and advertisement content. Specifically, the reception unit 142 receives a web page from the distribution device 30 that has responded to the web page acquisition request transmitted by the request unit 141. At this time, if the web page includes an advertisement acquisition command, the reception unit 142 instructs the request unit 141 to transmit an advertisement content acquisition request. Then, the receiving unit 142 receives the advertising content from the advertising device 20 that has responded to the advertising content acquisition request transmitted by the requesting unit 141.

  The display control unit 143 controls the display of the web page and the advertisement content on the output unit 130 according to the control information included in the web page received by the receiving unit 142. As illustrated in FIG. 6, the display control unit 143 includes a display unit 144, a detection unit 145, and a variation unit 146. The display unit 144, the detection unit 145, and the variation unit 146 are realized by executing control information included in a web page by using a RAM as a work area by a CPU, an MPU, or the like, for example. That is, the display unit 144 is realized by the above-described display procedure, the detection unit 145 is realized by the above-described detection procedure, and the variation unit 146 is realized by the above-described variation procedure.

  The display unit 144 displays the web page received by the receiving unit 142 and the advertising content on the output unit 130 so as to overlap each other. Specifically, the display unit 144 specifies a predetermined display position of the advertisement content. Subsequently, the display unit 144 processes the advertising content into pixels of one color such as gray, for example. Then, the display unit 144 displays the web page and the advertising content so that the web page transmits the processed advertising content with the first transparency. That is, the display unit 144 displays the advertising content as a shadow that is located on the back side of the web page.

  The detection unit 145 detects a moving operation for moving the web page displayed by the display unit 144. The detection part 145 which concerns on embodiment detects the scroll operation with respect to a web page as an example of movement operation.

  The changing unit 146 changes the display mode of the advertising content displayed by the display unit 144 when the detecting unit 145 detects a scroll operation. Specifically, the changing unit 146 according to the embodiment changes the transparency of the advertisement content from the first transparency to the second transparency (<first transparency) while the scroll operation is detected by the detection unit 145. Fluctuate. That is, the changing unit 146 darkens the display color of the advertisement content while the scroll operation is performed by the user.

[6. Other display examples)
In the above, the display process by the terminal device 100 has been described using the display mode illustrated in FIG. Specifically, in the above, an example in which the display mode of the advertisement content is changed while the terminal device 100 detects the scroll operation is shown. Here, the scroll operation detected by the terminal device 100 will be described in more detail with reference to FIGS. 7 and 8. 7 and 8 are diagrams illustrating an example of display processing according to the embodiment.

[6-1. Other display examples (1)]
First, the example of FIG. 7 will be described. As shown in the first state of FIG. 7, the terminal device 100 displays the web page W10 and the advertising content C10 in an overlapping manner as in the example of FIG. Then, as shown in the second state of FIG. 7, the terminal device 100 changes the display mode of the advertisement content while detecting the scroll operation. The display processing by the terminal device 100 so far is the same as the example shown in FIG.

  Here, as shown in the third state of FIG. 7, the user selects the web page W10 without releasing the finger F10 that has performed the scroll operation in the second state from the web page W10 (in this example, tap). It shall be kept in the same state. In this case, the terminal device 100 keeps the display mode of the advertising content C10 changed as in the second state while the web page W10 continues to be selected. Then, as illustrated in the fourth state in FIG. 7, when the web page W10 is not selected after the scroll operation, the terminal device 100 returns the display mode of the advertising content C10 to the first state.

  Specifically, when the detection unit 145 of the terminal device 100 detects a scroll operation on the web page W10, the detection unit 145 detects whether the web page W10 is not selected after the scroll operation. Then, when detecting that the web page W10 is no longer selected, the detecting unit 145 determines that the scroll operation has ended. In other words, after the web page W10 is selected (tap in this example), the detection unit 145 does not select the web page W10 (in this example, the finger F10 is released from the display surface of the output unit 130). Will be detected as a scrolling operation.

  Further, as shown in the second state and the third state of FIG. 7, when the detecting unit 145 detects the scroll operation, the changing unit 146 until the detecting unit 145 detects that the scrolling operation has ended. The display mode of the advertisement content C10 is changed. Then, as shown in the fourth state in FIG. 7, when the detecting unit 145 detects that the web page W10 is no longer selected, the changing unit 146 returns the display mode of the advertising content C10 to the first state.

  Thus, the terminal device 100 highlights and displays the advertising content C10 when the web page W10 continues to be selected after the scroll operation. Thereby, the terminal device 100 can improve the advertising effect of the advertising content C10. For example, some users may notice the presence of the advertising content C10 by scrolling the web page W10. In this case, some users may desire to continue highlighting the advertising content C10. Since the terminal device 100 according to the embodiment highlights the advertising content C10 when the web page W10 continues to be selected, the terminal device 100 can give the user many opportunities to browse the advertising content C10. As a result, the terminal device 100 can improve the advertising effect of the advertising content C10.

[6-2. Other display examples (2)]
Subsequently, the example of FIG. 8 will be described. The first state in FIG. 8 is the same as the first state in FIG. Here, as shown in the second state of FIG. 8, it is assumed that the user scrolls the web page W10 by a flick operation. Specifically, it is assumed that after the user selects the web page W10, the user performs an operation to open the web page W10 in a predetermined direction (upward in the example of FIG. 8). In this case, as shown in the third state of FIG. 8, the general terminal device 100 that employs a touch panel moves the web page W10 by a predetermined distance even after the finger F10 is separated from the web page W10. Scroll (referred to as inertial scroll). For example, the terminal device 100 automatically scrolls by a distance corresponding to the speed at which the user has taken the display surface.

  As shown in the third state in FIG. 8, the terminal device 100 according to the embodiment keeps the display mode of the advertising content C10 varied even during inertial scrolling. And as shown in the 4th state of Drawing 8, terminal device 100 returns the display mode of advertising contents C10 to the 1st state, when movement of web page W10 stops.

  Specifically, the detection unit 145 of the terminal device 100 detects whether or not the web page W10 is moving when detecting a scroll operation on the web page W10. And the detection part 145 determines with scroll operation having been complete | finished, when detecting that the web page W10 stopped. In other words, the detection unit 145 detects a scroll operation from when the web page W10 starts moving until the web page W10 stops.

  Further, as shown in the second state and the third state of FIG. 8, when the detecting unit 145 detects a scroll operation, the changing unit 146 detects until the detecting unit 145 detects that the web page W10 is stopped. The display mode of the advertisement content C10 is changed. And as shown in the 4th state of Drawing 8, when change part 146 detects stop of web page W10 by detecting part 145, change part 146 returns the display mode of advertising contents C10 to the 1st state.

  Thus, the terminal device 100 highlights and displays the advertising content C10 when the web page W10 continues to move. Thereby, the terminal device 100 can improve the advertising effect of the advertising content C10. For example, some users may notice the presence of the advertising content C10 by scrolling the web page W10. In this case, some users may desire to continue highlighting the advertising content C10. Since the terminal device 100 according to the embodiment highlights the advertising content C10 when the user is inertial scrolling the web page W10, the terminal device 100 can give the user many opportunities to browse the advertising content C10. As a result, the terminal device 100 can improve the advertising effect of the advertising content C10.

  Note that the terminal device 100 according to the embodiment may perform both the display process illustrated in FIG. 7 and the display process illustrated in FIG. 8. In this case, when the web page W10 continues to be selected after the scroll operation, the terminal device 100 keeps changing the display mode of the advertising content C10 regardless of whether the web page W10 is moving. And

[7. (Processing flow of advertisement distribution system)
Next, the procedure of distribution processing by the advertisement distribution system 1 according to the embodiment will be described with reference to FIG. FIG. 9 is a sequence diagram illustrating a distribution processing procedure by the advertisement distribution system 1 according to the embodiment.

  As illustrated in FIG. 9, the terminal device 100 transmits a web page acquisition request to the distribution device 30 in accordance with a user operation (step S101). And the delivery apparatus 30 delivers the web page containing control information to the terminal device 100 according to the acquisition request of a web page (step S102). The web page distributed by the distribution device 30 includes an advertisement acquisition command that is the URL of the advertisement device 20 or the like.

  Subsequently, the terminal device 100 transmits an advertisement content acquisition request to the advertisement device 20 based on the advertisement acquisition command included in the web page (step S103). Then, the advertising device 20 delivers the advertising content to the terminal device 100 in response to the advertising content acquisition request (step S104).

  And the terminal device 100 performs the display process which displays a web page and the advertising content received in step S104 according to the control information contained in the web page received in step S102 (step S105).

[8. Terminal device processing flow]
Next, a processing procedure performed by the terminal device 100 according to the embodiment will be described with reference to FIG. FIG. 10 is a flowchart illustrating a processing procedure performed by the terminal device 100 according to the embodiment.

  As illustrated in FIG. 10, the terminal device 100 determines whether a web page display operation has been received from the user (step S <b> 201). At this time, if the terminal device 100 has not received a display operation (step S201; No), the terminal device 100 stands by until a display operation is received.

  On the other hand, when receiving a display operation (step S201; Yes), the terminal device 100 transmits a web page acquisition request to the distribution device 30 (step S202). Subsequently, the terminal device 100 determines whether a web page has been received from the distribution device 30 (step S203). At this time, when the terminal device 100 has not received the web page (step S203; No), the terminal device 100 stands by until the web page is received.

  On the other hand, when the terminal device 100 receives a web page from the distribution device 30 (step S203; Yes), the terminal device 100 transmits an advertisement content acquisition request to the advertisement device 20 in accordance with the advertisement acquisition request included in the web page (step S203). S204). Subsequently, the terminal device 100 determines whether or not advertising content has been received from the advertising device 20 (step S205). At this time, if the terminal device 100 has not received the advertising content (step S205; No), the terminal device 100 stands by until the advertising content is received.

  On the other hand, when receiving the advertising content from the advertising device 20 (step S205; Yes), the terminal device 100 displays the web page and the advertising content in an overlapping manner (step S206). For example, the terminal device 100 displays the advertising content so as to overlap the web page with the first transparency.

  Subsequently, the terminal device 100 determines whether or not a scroll operation for moving the web page has been performed (step S207). At this time, if the scroll operation is not performed (step S207; No), the terminal device 100 stands by until the scroll operation is performed.

  On the other hand, when the scroll operation is performed (step S207; Yes), the terminal device 100 changes the display mode of the advertising content displayed in step S206 (step S208). For example, the terminal device 100 changes the transparency of the advertising content from the first transparency to the second transparency.

  Further, the terminal device 100 determines whether or not the scroll operation has been completed (step S209). At this time, if the scrolling operation has not ended (step S209; No), the terminal device 100 stands by in a state where the display mode of the advertisement content is changed.

  On the other hand, when the scroll operation is finished (step S209; Yes), the terminal device 100 returns the display mode of the advertisement content (step S210). Specifically, the terminal device 100 displays the advertising content in the display mode displayed in step S206. Thereafter, the terminal device 100 repeatedly performs the processing procedure in steps S207 to S210.

[9. (Modification)
The advertisement distribution system 1 according to the above-described embodiment may be implemented in various different forms other than the above-described embodiment. Therefore, in the following, another embodiment of the advertisement distribution system 1 will be described. Note that the terminal device 100 described below performs display processing of advertising content according to control information included in a web page.

[9-1. Related content)
The terminal device 100 described above may display not only advertising content but also related content related to the advertising content. Then, when the scroll operation is performed, the terminal device 100 may change the display mode of the related content similarly to the advertisement content. This point will be described with reference to FIG.

  FIG. 11 is a diagram illustrating an example of display processing according to the modification. The advertisement content C20 shown in FIG. 11 shows a logo of a company or the like that sells an umbrella, for example. The related content C21 is content related to the advertising content C20. For example, the related content C21 is a still image or a moving image indicating rain related to the umbrella. In FIG. 11, a part of the related content is denoted by “C21”, but all the content indicating rain corresponds to the related content C21.

  In the case of the example shown in the first state of FIG. 11, the display unit 144 of the terminal device 100 displays the advertisement content C20 and the web page W10 in an overlapping manner, similarly to the advertisement content C10 described above. Furthermore, the display unit 144 also displays the related content C21 so as to overlap the web page W10. For example, the display unit 144 displays the advertising content C20 and the related content C21 with the first transparency.

  And as shown in the 2nd state of FIG. 11, when the detection part 145 detects scroll operation, the fluctuation | variation part 146 fluctuates the display mode of both the advertisement content C20 and the related content C21. For example, the display unit 144 changes the transparency of the advertisement content C20 and the related content C21 to the second transparency.

  Also, as shown in the third state of FIG. 11, when the detecting unit 145 no longer detects the scroll operation, the changing unit 146 returns the display mode of the advertising content C20 and the related content C21 to the original first state. . For example, the display unit 144 changes the transparency of the advertisement content C20 and the related content C21 to the first transparency.

  Thus, the terminal device 100 may display not only the advertising content C20 but also the related content C21 related to the advertising content C20 so as to overlap the web page W10. And the terminal device 100 may change the display mode of both the advertising content C20 and the related content C21 during the scroll operation. Thereby, since the terminal device 100 can emphasize the advertising content C20 by the related content C21, the advertising effect of the advertising content C20 can be improved.

  In the example illustrated in FIG. 11, the changing unit 146 may not change the display mode of the related content C <b> 21 even when the scroll operation is performed. That is, the changing unit 146 changes the display mode of the advertising content C20 in the second state of FIG. 11, but the display mode of the related content C21 may be the same display mode as in the first state.

  In the example shown in FIG. 11, the related content C21 may be submitted by an advertiser who is a company that sells umbrellas, or prepared by the administrator of the distribution device 30 or the advertising device 20, for example. May be. In this case, the advertising device 20 stores the related content in association with the keyword indicating the feature or the like of the advertising content. When the advertising device 20 distributes the advertising content C20 to the terminal device 100, the advertising device 20 also distributes the related content C21 corresponding to the keyword of the advertising content C20 to the terminal device 100.

[9-2. (Switch advertisement content)
In addition, the terminal device 100 described above may change the advertising content to another advertising content when the web page is scrolled to a predetermined position. In other words, when the predetermined area of the web page is displayed on the output unit 130, the terminal device 100 may not display the advertising content and may newly display another advertising content different from the advertising content. This point will be described with reference to FIG.

  FIG. 12 is a diagram illustrating an example of display processing according to the modification. FIG. 12 illustrates an example in which advertising content is switched when the end of a web page is displayed on the output unit 130. The first state in FIG. 12 is the same as the first state in FIG. Further, the second state of FIG. 12 is the same as the second state of FIG.

  Here, as shown in the third state of FIG. 12, it is assumed that the user performs a scroll operation until the end of the web page W10 is displayed. In this case, the terminal device 100 switches to the advertisement content C20 and displays a new advertisement content C22. In the example of FIG. 12, it is assumed that the advertising content C22 is a still image in which a balloon is added to the advertising content C20. In the example of FIG. 12, the terminal device 100 is assumed to display the advertising content C22 on the front surface of the web page W10 without transmitting the web page W10. However, the terminal device 100 may display the advertising content C22 in a display mode that allows the web page W10 to pass through.

  Specifically, the detection unit 145 detects whether or not the web page W10 has been moved to the end by a scroll operation. In other words, the detection unit 145 detects whether or not the end of the web page W10 is displayed on the output unit 130. Then, as shown in the third state of FIG. 12, when the detecting unit 145 detects that the end of the web page W10 is displayed, the changing unit 146 hides the advertising content C20 and displays the advertising content. C22 is newly displayed. That is, the change unit 146 switches from the advertising content C20 to the advertising content C22 and displays it when the end of the web page W10 is displayed by the scroll operation.

  Thereafter, when the web page W10 continues to be selected (that is, until the finger F10 is released from the display surface of the output unit 130), the changing unit 146 continues to display the advertising content C22. Then, when the web page W10 is not selected, the changing unit 146 switches from the advertising content C22 to the advertising content C20 and displays it. However, when the end of the web page W10 is displayed, the changing unit 146 may continue to display the advertisement content C22 regardless of whether the web page W10 is selected.

  In addition, when the scroll operation is performed again after the third state in FIG. 12 and the end of the web page W10 is not displayed, the changing unit 146 switches from the advertising content C22 to the advertising content C20 and displays it. .

  As described above, when the web page W10 is scrolled to a predetermined position, the terminal device 100 can cause the user to pay attention to the advertisement contents C20 and C22 by switching from the advertisement content C20 to another advertisement content C22. . As a result, the terminal device 100 can improve the advertising effect of the advertising contents C20 and C22. In the case of the example of FIG. 12, the terminal device 100 switches from the advertising content C20 to the advertising content C22 when the end of the web page W10 is displayed, and therefore prompts the user to browse the web page W10 to the end. Can do.

  In the above example, the changing unit 146 switches the advertisement content C20 to the advertisement content C22 and displays it. However, the changing unit 146 may keep displaying the advertising content C20 in the third state of FIG. 12 and newly display the advertising content corresponding to the balloon.

  In the example of FIG. 12, the changing unit 146 may display the advertising content C22 related to the terminal information related to the terminal device 100. Examples of the terminal information include the current position of the terminal device 100 and the current time. In the case of the example of FIG. 12, the changing unit 146 displays the advertisement content C22 indicating the weather at the current position of the terminal device 100. For example, when the weather at the location of the terminal device 100 is rain, the changing unit 146 displays the advertisement content C22 indicating rain as in the example of FIG. As described above, the advertising content C22 displayed on the terminal device 100 is distributed by the advertising device 20. Therefore, when the advertising device 20 receives an advertisement content acquisition request from the terminal device 100, the advertising device 20 also receives terminal information (for example, the current position) regarding the terminal device 100. Then, the advertising device 20 distributes the advertising content C22 corresponding to the terminal information received from the terminal device 100 to the terminal device 100.

  In the example of FIG. 12, the advertisement content C22 may have a link to the advertiser page. In this case, since the changing unit 146 displays the advertising content C22 on the front surface of the web page W10, the advertising content C22 can be displayed in a clickable state.

  In the case of the example in FIG. 12, the advertising device 20 delivers the advertising content C20, C21, and C22 to the terminal device 100. And the terminal device 100 controls the display mode of advertisement content C20, C21, and C22 according to control information.

[9-3. Move ad content)
Further, the terminal device 100 described above may move the advertising content together with the movement of the web page when the scroll operation is performed. This point will be described with reference to FIG.

  FIG. 13 is a diagram illustrating an example of display processing according to the modification. The first state in FIG. 13 is the same as the first state in FIG. And as shown in the 2nd state of FIG. 13, the terminal device 100 moves the advertisement content C20 with the web page W10, when scroll operation is performed.

  Specifically, when the detecting unit 145 detects a scroll operation, the changing unit 146 changes the display position of the advertising content C20 in conjunction with the scroll operation. At this time, the changing unit 146 changes the display mode of the advertising content C20 while the scroll operation is detected by the detecting unit 145, as in the example described above. For example, the changing unit 146 changes the transparency of the advertisement content C20 to the second transparency and changes the display position of the advertisement content C20.

  Further, as shown in the third state of FIG. 13, as a result of moving the advertising content C20, the changing unit 146 moves the advertising content C20 when the display position of the advertising content C20 reaches the upper end of the output unit 130. While not displaying, the advertising content C23 is newly displayed. In the example of FIG. 13, the changing unit 146 newly displays the advertising content C23 that reminds the person indicated by the advertising content C20 that it hits the ceiling. The display process by the terminal device 100 shown in the third state in FIG. 13 is the same as the display process shown in the third state in FIG.

  Thereafter, when a predetermined time (for example, 1 second, 2 seconds) has elapsed, the changing unit 146 hides the advertising content C23 and displays the advertising content C30 as shown in the fourth state of FIG. New display. In the example of FIG. 13, the changing unit 146 displays the advertising content C30 on the front surface of the web page W10. That is, the changing unit 146 displays the advertising content C30 in a state where the web page W10 is not transmitted. At this time, when the advertising content C30 is linked to the advertiser page, the changing unit 146 displays the advertising content C30 in a clickable state.

  Thus, the terminal device 100 can change the display position of the advertising content C20 according to the user operation by moving the advertising content C20 in conjunction with the web page W10. As a result, since the terminal device 100 can make the user pay attention to the advertising content C20, the advertising effect of the advertising content C20 can be improved. In addition, when the advertising content C20 moves to a predetermined position, the terminal device 100 can change the advertising content to be displayed according to the user operation by switching the advertising content C20 to the advertising content C23 and C30. As a result, since the terminal device 100 can make the user pay attention to the advertisement contents C20, C23, and C30, the advertisement effect can be improved.

  In the case of the example in FIG. 13, the advertising device 20 distributes the advertising content C20, C21, C23, and C30 to the terminal device 100. And the terminal device 100 controls the display mode of advertisement content C20, C21, C23, and C30 according to control information.

[9-4. (Animation display)
Further, the terminal device 100 described above may dynamically change the display mode of the advertisement content when the scroll operation is performed. That is, the terminal device 100 may display advertisement content such as animation when a scroll operation is performed. This point will be described with reference to FIG.

  FIG. 14 is a diagram illustrating an example of display processing according to the modification. As shown in the first state of FIG. 14, the display unit 144 of the terminal device 100 displays the web page W10 and the advertising content C40 in an overlapping manner. For example, the display unit 144 displays the advertising content C40 with the first transparency. Note that the advertising content C40 shown in FIG. 14 is a still image of a beer glass, and is submitted by a company that sells beer, for example.

  And as shown in the 2nd state of FIG. 14, the fluctuation | variation part 146 of the terminal device 100 is as if beer is poured into the beer glass shown by the advertising content C40, when scroll operation is performed. The display mode of the advertisement content C40 is changed. Specifically, the changing unit 146 gradually changes the display mode of the advertising content C40 as if beer is gradually poured into the beer glass while the detecting unit 145 detects the scroll operation. . At this time, similarly to the example described above, the changing unit 146 sets the transparency of the advertising content C40 as the second transparency while the detecting unit 145 detects the scroll operation.

  Then, as shown in the third state of FIG. 14, when the detecting unit 145 detects the scrolling operation for a predetermined time or longer, the changing unit 146 eventually fills the display mode of the advertising content C40 with beer. The state is poured into

  Thereafter, when a predetermined time (for example, 1 second, 2 seconds) elapses, the changing unit 146 hides the advertising content C40 and displays the advertising content C50 as shown in the fourth state of FIG. New display. In the example of FIG. 14, the changing unit 146 displays the advertisement content C50 on the front surface of the web page W10. That is, the changing unit 146 displays the advertising content C50 in a state where the web page W10 is not transmitted. At this time, when the advertising content C50 is linked to the advertiser page, the changing unit 146 displays the advertising content C50 in a clickable state.

  Thus, the terminal device 100 can make the user pay attention to the advertisement content C40 by dynamically changing the display mode of the advertisement content C40 while the scroll operation is performed.

  Note that the changing unit 146 changes the transparency of the advertising content C40 in the predetermined state to the first transparency when the scroll operation is finished after dynamically changing the display mode of the advertising content C40 to the predetermined state. It may be varied. For example, when the scroll operation is finished in the second state of FIG. 14, the changing unit 146 may set the transparency of the advertising content C40 shown in the second state of FIG. 14 as the first transparency. After that, when the scroll operation is detected again by the detection unit 145, the change unit 146 may dynamically change the display mode of the advertisement content C40 from the state shown in the second state. That is, the changing unit 146 may change the display mode of the advertisement content C40 so that the animation proceeds only while the scroll operation is performed.

[9-5. (Description content)
Moreover, in the said embodiment, the example which displays advertising content when scroll operation is performed was shown. However, when the scroll operation is performed, the terminal device 100 may display content other than the advertising purpose so as to overlap the web page. For example, the terminal device 100 may display content for explaining the web page, content for highlighting the web page, and the like superimposed on the web page. This point will be described with reference to FIG.

  FIG. 15 is a diagram illustrating an example of display processing according to the modification. As shown in the first state in FIG. 15, the display unit 144 of the terminal device 100 displays the web page W10. Subsequently, as illustrated in the second state in FIG. 15, when the scroll unit is detected by the detection unit 145, the changing unit 146 displays the contents C61 to C63 so as to overlap the web page W10.

  In the example of FIG. 15, the content C61 corresponds to the content for explaining the input field included in the web page W10. The content C62 corresponds to content for explaining buttons included in the web page W10. The content C63 corresponds to content for explaining an article posted on the web page W10.

  Then, when the scroll operation is no longer detected by the detection unit 145, the changing unit 146 hides the contents C61 to C63 as shown in the third state of FIG. That is, the changing unit 146 returns to the state where only the web page W10 is displayed, as in the first state.

  In the first state of FIG. 15, the display unit 144 displays the web page W10 and the contents C61 to C63 in an overlapping manner. However, the display unit 144 displays the contents C61 to C63 in a completely transparent state. For this reason, in the 1st state of FIG. 15, the user cannot visually recognize the contents C61 to C63. And in the 2nd state of Drawing 15, change part 146 displays contents C61-C63 in the state which can be visually recognized by reducing the transparency of contents C61-C63. At this time, the changing unit 146 may display the contents C61 to C63 on the front surface of the web page W10 as shown in the second state of FIG. And in the 3rd state of Drawing 15, change part 146 displays contents C61-C63 in the transparent state which cannot be visually recognized by raising the transparency of contents C61-C63.

  Thus, the terminal device 100 displays the contents C61 to C63 for explaining the web page W10 while the scroll operation is performed. That is, the terminal device 100 displays the contents C61 to C63 corresponding to the help function during a scroll operation that is highly likely that the user is not staring at the web page W10. Thereby, the terminal device 100 can improve the usability in the web page W10. Moreover, since the terminal device 100 can emphasize the articles posted on the web page W10 by displaying the contents C61 to C63, the user can make the user pay attention to the web page W10.

[9-6. (Multiple inventory)
In addition, the terminal device 100 described above may display a web page provided with a plurality of advertisement spaces for displaying advertisement content, and may vary the advertisement content displayed in each advertisement space. This point will be described with reference to FIG.

  FIG. 16 is a diagram illustrating an example of display processing according to the modification. The web page W20 illustrated in FIG. 16 includes advertisement display areas R21, R22, and R23 for displaying advertisement content. When displaying such a web page W20, the terminal device 100 changes the advertisement content to be displayed in the advertisement display area to be displayed whenever the advertisement display area to be displayed is changed by the scroll operation.

  Specifically, as shown in the first state of FIG. 16, the display unit 144 of the terminal device 100 first displays from the top of the web page W20. And as shown in the 2nd state of FIG. 16, the display part 144 shall display advertisement display area R21 according to scroll operation. In this case, the changing unit 146 displays the advertisement content C70 in the advertisement display area R21. Specifically, the detection unit 145 detects whether or not the advertisement display areas R21, R22, and R23 are to be displayed. The advertisement display area to be displayed here refers to an advertisement display area displayed in the display area of the output unit 130. In the case of the second state in FIG. 16, when the detecting unit 145 detects that the advertisement display region R21 is a display target, the changing unit 146 displays the advertisement content C70 in the advertisement display region R21.

  Subsequently, as shown in the third state of FIG. 16, the display unit 144 displays the advertisement display region R22 in response to the scroll operation. In this case, the detection unit 145 detects that the advertisement display region R22 is a display target. Then, the changing unit 146 displays the advertisement content C70 in the advertisement display region R22 detected by the detection unit 145. At this time, the changing unit 146 displays the advertising content C70 in a display mode different from the second state. In the case of the example of FIG. 16, in the second state, the changing unit 146 posts characters such as “New smartphone release! Release date ...” in the advertising content C70, but in the third state, the advertising content C70. "The release date is decided on M / D!" Subsequently, as illustrated in the fourth state in FIG. 16, the changing unit 146 changes the display target of the advertisement content C70 when the advertisement content C70 is displayed in the advertisement display region R23 that is the display target.

  In this way, the terminal device 100 changes the display mode of the advertisement content C70 that is actually displayed in the advertisement display area that is the display target each time the advertisement display area that is the display target changes. Thereby, since the terminal device 100 can give the story content to the advertisement content C70 displayed in the advertisement display area that is sequentially displayed, the user can make the user pay attention to the advertisement content C70. As a result, the terminal device 100 can improve the advertising effect of the advertising content C70.

[9-7. (Continuous operation)
Further, the terminal device 100 described above may sequentially change the display mode of the advertisement content every time the scroll operation is continuously performed within a predetermined time. Specifically, the changing unit 146 may gradually decrease the transparency of the advertisement content described above each time the detecting unit 145 continuously detects a scroll operation within a predetermined time. In other words, the changing unit 146 may display the advertising content gradually darker whenever the scroll operation is detected continuously.

  Then, after the display unit 146 gradually displays the advertising content in a darker manner and the number of times that the detection unit 145 continuously detects exceeds a predetermined number of times, the changing unit 146 displays the advertising content as another advertisement. You may switch to content (for example, the advertising content C30 shown in FIG. 13, the advertising content C50 shown in FIG. 14, etc.).

  Even when the terminal device 100 changes the display mode of the advertising content in this manner, the user can make the user pay attention to the advertising content, so that the advertising effect of the advertising content can be improved.

[9-8. (Variation conditions)
Further, the terminal device 100 described above does not change the display mode of the advertisement content when the scroll speed is slower than the predetermined speed threshold, and does not change the display mode of the advertisement content when the scroll speed is equal to or higher than the predetermined speed threshold. The display mode may be changed. Specifically, when detecting a scroll operation, the detection unit 145 detects the speed of the scroll operation. Or the detection part 145 detects the speed of the web page which moves according to this scroll operation, when scroll operation is detected. And the fluctuation | variation part 146 fluctuates the display mode of advertisement content, when the scroll speed detected by the detection part 145 is more than a speed threshold value.

  Thus, the terminal device 100 can prevent the visibility of the web page from being lowered by changing the display mode of the advertising content based on the scroll speed. Specifically, even a user who is performing a scroll operation may be staring at an article or the like posted on a web page when slowly scrolling the web page. Therefore, the terminal device 100 prevents the visibility of the web page from being lowered for the user browsing the web page by changing the display mode of the advertisement content only when the scroll speed is equal to or higher than the speed threshold. can do. As a result, the terminal device 100 can improve the usability of the web page.

[9-9. (Calculation of billing amount)
Moreover, in the said embodiment, the calculation part 28 of the advertisement apparatus 20 showed the example which calculates the charge amount charged to an advertiser as an advertisement delivery fee based on the frequency | count of display and the number of clicks of advertisement content. However, the calculation unit 28 may calculate the amount charged to the advertiser including other factors. For example, the calculating unit 28 may calculate the billing amount based on the number of times of scrolling, which is the number of times the scroll operation has been performed, or the scroll time, which is the length of time during which the scroll operation is being performed. This point will be described with reference to FIG.

  FIG. 17 is a diagram illustrating an example of calculation processing according to the modification. As illustrated in FIG. 17, when a scroll operation is performed by the user, the terminal device 100 transmits operation information including the number of scrolls or the scroll time to the distribution device 30 (step S11). Specifically, when detecting the scroll operation, the detection unit 145 of the terminal device 100 counts the number of scroll operations for each advertisement content displayed on the web page. Moreover, the detection part 145 counts scroll time for every advertising content displayed on a web page, when a scroll operation is detected. Then, the terminal device 100 transmits operation information including the number of scrolls and the scroll time for each advertisement content to the distribution device 30 every predetermined period (for example, one month). This transmission process may be performed by the detection unit 145 or may be performed by a transmission unit (not shown in FIG. 6).

  Subsequently, as illustrated in FIG. 17, the distribution device 30 transmits the operation information received from the terminal device 100 to the advertising device 20 (step S12). Then, the calculation unit 28 of the advertising device 20 calculates a billing amount for the advertiser based on the operation information received from the distribution device 30 (step S13). For example, since the calculation unit 28 indicates that the number of times the advertisement content is highlighted is increased as the number of scrolls is increased, the calculation unit 28 calculates the charge amount higher. For example, the calculation unit 28 indicates that the longer the scroll time is, the longer the advertisement content is highlighted.

  As described above, the calculation unit 28 can calculate a fair charge amount directly related to the advertisement effect by using the number of scrolls and the scroll time.

  In addition, the calculation unit 28 is not limited to the above example, and the calculation unit 28 is based on an advertisement display ratio that is a ratio of “the length of time that the advertisement content is highlighted” to “the length of time that the web page is displayed”. The amount charged to the advertiser may be calculated. Specifically, the calculation unit 28 determines that the time that the advertisement content is viewed by the user is longer as the advertisement display ratio is higher, and calculates the charge amount higher. Explaining this point, it is unlikely that a user browsing an article or the like posted on a web page will perform a scroll operation for a long time. On the other hand, a user who is interested in the display mode of the advertisement content described above is highly likely to perform a scroll operation for a long time in order to highlight the advertisement content. Therefore, the calculation unit 28 can calculate a fair charge amount that is directly related to the advertisement effect by calculating the charge amount higher as the advertisement display ratio is higher.

  When the advertisement display ratio is used in this way, the display unit 144 of the terminal device 100 determines the length of time that the web page is displayed on the output unit 130 by the display unit 144 (hereinafter referred to as “page display time”). While measuring, the length of time (henceforth "advertisement display time") when the display mode of advertising content is changed by the fluctuation | variation part 146 is measured. At this time, the display unit 144 measures the page display time and the advertisement display time for each advertisement content displayed on the web page. Then, the terminal device 100 transmits operation information including the page display time and the advertisement display time for each advertisement content to the distribution device 30 every predetermined period (for example, one month).

  In the example described above, an example in which the advertising device 20 calculates the billing amount is shown, but the distribution device 30 may calculate the billing amount. In this case, the distribution apparatus 30 includes the calculation unit 28 illustrated in FIG.

[9-10. Display mode]
In addition, the display mode of various contents such as the advertisement contents and related contents described above is not limited to the illustrated example. For example, the advertisement content described above may be displayed in a completely transparent state when the scroll operation is not performed. Further, the advertising content described above may be displayed without transparency on the front of the web page when a scroll operation is performed.

[9-11. Web page〕
Further, in the above-described embodiment, an example in which content such as advertisement content and related content and a web page are displayed in an overlapping manner is shown, but the display of advertisement content and the like is not limited to a web page. For example, the advertising content described above may be displayed on a screen of a mobile phone game or the like.

  Moreover, although the example in which the web page is vertically scrolled is shown in the above embodiment, the present invention is not limited to this example. For example, the terminal device 100 may display a web page that can be scrolled horizontally, and when the web page is scrolled horizontally, the display mode of the advertisement content or the like may be changed. For example, the terminal device 100 displays a map page, which is a web page related to a map, and when a scroll operation for moving the map page in an arbitrary direction is performed, stores and buildings on the map are displayed. Content for explanation may be displayed.

[9-12. (Move operation)
Moreover, in the said embodiment, although scroll operation was mentioned as an example as movement operation to which a web page is moved, it is not restricted to this example. For example, the moving operation for moving the web page may be a reduction operation (for example, a pinch-in operation) for reducing and displaying the web page, or an enlargement operation (for example, a pinch-out operation) for expanding and displaying the web page. In addition, the movement target may not be a web page. For example, the above-described embodiments can be applied to a moving operation in which predetermined content (for example, an icon or a screen) is moved by a drag-and-drop operation or a scroll operation on a desktop screen or an application display screen.

[9-13. Trafficking advertising content)
Moreover, in the said embodiment, the submission reception part 24 of the advertising apparatus 20 may make an advertiser select the display aspect of the advertising content mentioned above. Specifically, the submission accepting unit 24 may select an advertisement from some or all of the display modes of the advertisement content illustrated in FIGS. 1, 11, 12, 13, 14, 15, and 16. The main display mode may be selected. At this time, the submission receiving unit 24 causes the advertiser to submit the advertising content required for the selected display mode.

[9-14. Device configuration〕
Moreover, although the example in which the advertisement apparatus 20 and the distribution apparatus 30 are included in the advertisement distribution system 1 is shown in the above embodiment, the advertisement apparatus 20 and the distribution apparatus 30 may be formed as a single apparatus. In this case, the distribution apparatus 30 illustrated in FIG. 5 includes, for example, the advertisement content storage unit 22, the submission receiving unit 24, and the extraction unit 26 illustrated in FIG. Then, when receiving a web page acquisition request from the terminal device 100, the distribution device 30 distributes a web page that does not include an advertisement acquisition command to the terminal device 100 together with the advertisement content extracted from the advertisement content storage unit 22.

  In the above embodiment, the example in which the advertising content is distributed from the advertising device 20 to the terminal device 100 has been described. However, the distribution device 30 may acquire the advertising content from the advertising device 20. In this case, the request receiving unit 25 of the advertising device 20 receives an advertisement content acquisition request from the distribution device 30. In addition, the distribution unit 27 of the advertising device 20 distributes the advertising content to the distribution device 30. In addition, the distribution unit 35 of the distribution device 30 distributes a web page that does not include an advertisement acquisition command to the terminal device 100 together with the advertising content acquired from the advertising device 20.

[9-15. Others]
In addition, among the processes described in the above embodiment, all or part of the processes described as being automatically performed can be performed manually, or the processes described as being performed manually can be performed. All or a part can be automatically performed by a known method. In addition, the processing procedures, specific names, and information including various data and parameters shown in the document and drawings can be arbitrarily changed unless otherwise specified. For example, the various types of information illustrated in each drawing is not limited to the illustrated information.

  Further, each component of each illustrated apparatus is functionally conceptual, and does not necessarily need to be physically configured as illustrated. In other words, the specific form of distribution / integration of each device is not limited to that shown in the figure, and all or a part thereof may be functionally or physically distributed or arbitrarily distributed in arbitrary units according to various loads or usage conditions. Can be integrated and configured. For example, the request unit 141 and the reception unit 142 illustrated in FIG. 6 may be integrated.

  Moreover, each embodiment mentioned above can be combined suitably in the range which does not contradict a process content.

[9-16. Hardware configuration)
Further, the terminal device 100, the advertising device 20, and the distribution device 30 according to the above-described embodiments are realized by a computer 1000 having a configuration as shown in FIG. 18, for example. Hereinafter, the distribution apparatus 30 will be described as an example. FIG. 18 is a hardware configuration diagram illustrating an example of a computer 1000 that implements the functions of the distribution apparatus 30. The computer 1000 includes a CPU 1100, RAM 1200, ROM 1300, HDD 1400, communication interface (I / F) 1500, input / output interface (I / F) 1600, and media interface (I / F) 1700.

  The CPU 1100 operates based on a program stored in the ROM 1300 or the HDD 1400 and controls each unit. The ROM 1300 stores a boot program executed by the CPU 1100 when the computer 1000 is started up, a program depending on the hardware of the computer 1000, and the like.

  The HDD 1400 stores programs executed by the CPU 1100, data used by the programs, and the like. The communication interface 1500 receives data from other devices via the communication network 50 (corresponding to the network N shown in FIG. 2), sends the data to the CPU 1100, and transmits the data generated by the CPU 1100 to the other devices via the communication network 50. Send to.

  The CPU 1100 controls an output device such as a display and a printer and an input device such as a keyboard and a mouse via the input / output interface 1600. The CPU 1100 acquires data from the input device via the input / output interface 1600. In addition, the CPU 1100 outputs the generated data to the output device via the input / output interface 1600.

  The media interface 1700 reads a program or data stored in the recording medium 1800 and provides it to the CPU 1100 via the RAM 1200. The CPU 1100 loads such a program from the recording medium 1800 onto the RAM 1200 via the media interface 1700, and executes the loaded program. The recording medium 1800 is, for example, an optical recording medium such as a DVD (Digital Versatile Disc) or PD (Phase change rewritable disk), a magneto-optical recording medium such as an MO (Magneto-Optical disk), a tape medium, a magnetic recording medium, or a semiconductor memory. Etc.

  For example, when the computer 1000 functions as the distribution device 30 according to the embodiment, the CPU 1100 of the computer 1000 implements the function of the control unit 33 by executing a program loaded on the RAM 1200. The HDD 1400 stores data in the content storage unit 32. The CPU 1100 of the computer 1000 reads these programs from the recording medium 1800 and executes them. However, as another example, these programs may be acquired from other devices via the communication network 50.

  When the computer 1000 functions as the terminal device 100 according to the embodiment, the CPU 1100 of the computer 1000 implements the function of the control unit 140 by executing a program loaded on the RAM 1200.

  When the computer 1000 functions as the advertising device 20 according to the embodiment, the CPU 1100 of the computer 1000 implements the function of the control unit 23 by executing a program loaded on the RAM 1200.

[10. effect〕
As described above, the distribution device 30 according to the embodiment includes the distribution unit 35. The distribution unit 35 distributes a web page (an example of the first content) to the terminal device 100 together with the control information. In addition, the control information detects a display procedure for displaying the web page and the advertising content (an example of the second content) in an overlapping manner, and a scroll operation (an example of the movement operation) for moving the web page displayed by the display procedure. The terminal device 100 is caused to execute a detection procedure to be performed and a change procedure to change the display mode of the advertisement content when a scroll operation is detected by the detection procedure.

  Thereby, the distribution apparatus 30 according to the embodiment can prevent the visibility of the web page and the advertising content from being lowered, and can improve the advertising effect of the advertising content.

  Further, in the distribution device 30 according to the embodiment, the display procedure displays the advertising content in a translucent state having higher transparency than the web page. Further, in the variation procedure, when the scroll operation is detected by the detection procedure, the advertising content is displayed in a state of lower transparency than the above-described translucent state.

  In the distribution device 30 according to the embodiment, the display procedure displays the advertising content in a transparent state. Further, the variation procedure displays the advertising content in a state of higher transparency than the web page when the scroll operation is detected by the detection procedure.

  In the distribution device 30 according to the embodiment, the change procedure dynamically changes the display mode of the advertisement content when the scroll operation is detected by the detection procedure.

  Further, in the distribution device 30 according to the embodiment, the change procedure is such that when the scroll operation is detected again by the detection procedure after the display mode of the advertisement content is dynamically changed to a predetermined state, the display of the advertisement content is displayed. The aspect is dynamically changed from a predetermined state.

  In the distribution apparatus 30 according to the embodiment, the detection procedure detects whether or not a predetermined area of the web page is displayed in response to the scroll operation. Further, the change procedure switches the advertising content to another content when it is detected that a predetermined area of the web page is displayed.

  Further, in the distribution device 30 according to the embodiment, the change procedure displays content having relevance to the web page or the advertisement content as other content.

  Further, in the distribution device 30 according to the embodiment, the change procedure displays content for emphasizing or explaining a web page as advertisement content when a scroll operation is detected by the detection procedure.

  Further, in the distribution device 30 according to the embodiment, the change procedure changes the display mode of the advertisement content and further displays other content related to the advertisement content when the scroll operation is detected by the detection procedure. To do.

  In the distribution apparatus 30 according to the embodiment, the change procedure sequentially changes the display mode of the advertisement content every time the scroll operation is continuously detected within a predetermined time by the detection procedure.

  In the distribution device 30 according to the embodiment, the distribution unit distributes a web page including a plurality of display areas for displaying advertisement content. Further, the change procedure changes the display mode of the advertisement content displayed in the display area every time the display area to be displayed changes according to the scroll operation.

  In the distribution device 30 according to the embodiment, the change procedure changes the display mode of the advertisement content while the scroll operation is detected by the detection procedure.

  In the distribution apparatus 30 according to the embodiment, the detection procedure detects whether or not the web page is selected after the scroll operation. Further, the change procedure changes the display mode of the advertisement content while it is detected that the selected state is selected by the detection procedure.

  In the distribution device 30 according to the embodiment, the detection procedure detects whether or not the web page is moving. The change procedure changes the display mode of the advertisement content while the detection procedure detects that the web page is moving.

  In the distribution apparatus 30 according to the embodiment, the detection procedure detects the speed of an operation for moving a web page or the speed of a web page that moves according to a scroll operation. The change procedure changes the display mode of the advertisement content when the speed detected by the detection procedure is equal to or higher than a predetermined speed threshold.

  Further, in the distribution device 30 according to the embodiment, the change procedure causes the advertising content to be displayed at a fixed position without being interlocked with a change in the display position on the web page.

  Thereby, the distribution apparatus 30 according to the embodiment can improve the advertising effect of the advertising content.

  In addition, the distribution device 30 according to the embodiment determines the number of times that the scroll operation is detected according to the detection procedure or the submission source that submitted the advertising content according to the moving time of the web page detected according to the detection procedure. It further has a calculation unit for calculating a charge amount to be charged.

  Thereby, the distribution apparatus 30 according to the embodiment can calculate a fair charge amount directly linked to the advertisement effect.

  As described above, some of the embodiments of the present application have been described in detail based on the drawings. It is possible to implement the present invention in other forms with improvements.

  In addition, the “section (module, unit)” described above can be read as “means” or “circuit”. For example, the distribution unit can be read as distribution means or a distribution circuit.

DESCRIPTION OF SYMBOLS 1 Advertisement distribution system 20 Advertising apparatus 30 Distribution apparatus 32 Content memory | storage part 34 Reception part 35 Distribution part 100 Terminal device 141 Request part 142 Reception part 143 Display control part 144 Display part 145 Detection part 146 Fluctuation part

Claims (20)

A distribution unit that distributes the first content to the terminal device together with the control information;
The control information is
A display procedure for displaying the first content and the second content in an overlapping manner;
A detection procedure for detecting a movement operation for moving the first content displayed by the display procedure;
A change procedure for changing a display mode of the second content when the moving operation is detected by the detection procedure;
The terminal device causes the terminal device to execute. The display procedure is as follows:
Displaying the second content in a translucent state having a higher transparency than the first content;
The variation procedure is:
When the movement operation is detected by the detection procedure, the second content is displayed in a state of lower transparency than the translucent state.
The distribution apparatus according to claim 1. The display procedure is as follows:
Displaying the second content in a transparent state;
The variation procedure is:
When the movement operation is detected by the detection procedure, the second content is displayed in a state of higher transparency than the first content.
The distribution apparatus according to claim 1. The variation procedure is:
When the movement operation is detected by the detection procedure, the display mode of the second content is dynamically changed.
The distribution apparatus according to claim 1, wherein the distribution apparatus is a distribution apparatus. The variation procedure is:
After the display mode of the second content is dynamically changed to a predetermined state and the moving operation is detected again by the detection procedure, the display mode of the second content is dynamically changed from the predetermined state. To fluctuate,
The distribution apparatus according to claim 4. The detection procedure includes:
Detecting whether or not a predetermined area of the first content is displayed in response to the movement operation;
The variation procedure is:
When it is detected that the predetermined area of the first content is displayed, the second content is switched to the third content, or the third content is newly displayed.
The distribution apparatus according to claim 1, wherein the distribution apparatus is a distribution apparatus. The variation procedure is:
As the third content, the content having the relevance with the first content or the second content is displayed.
The distribution apparatus according to claim 6. The variation procedure is:
When the movement operation is detected by the detection procedure, a content for emphasizing or explaining the first content is displayed as the second content.
The distribution apparatus according to claim 1, wherein the distribution apparatus is a distribution apparatus. The variation procedure is:
When the movement operation is detected by the detection procedure, the display mode of the second content is changed, and the fourth content having relevance to the second content is further displayed.
The distribution apparatus according to claim 1, wherein the distribution apparatus is a distribution apparatus. The variation procedure is:
Each time the moving operation is continuously detected within a predetermined time by the detection procedure, the display mode of the second content is sequentially changed.
The distribution device according to claim 1, wherein the distribution device is a distribution device. The delivery unit
Delivering the first content including a plurality of display areas for displaying the second content;
The variation procedure is:
Each time the display area to be displayed changes according to the movement operation, the display mode of the second content displayed in the display area is changed.
The distribution apparatus according to claim 1, wherein the distribution apparatus is a distribution apparatus. The variation procedure is:
While the movement operation is detected by the detection procedure, the display mode of the second content is changed.
The distribution apparatus according to claim 1, wherein the distribution apparatus is a distribution apparatus. The detection procedure includes:
Detecting whether or not the first content is selected after the move operation;
The variation procedure is:
While the detection procedure detects that the selected state is selected, the display mode of the second content is changed.
The distribution apparatus according to claim 1, wherein the distribution apparatus is a distribution apparatus. The detection procedure includes:
Detecting whether the first content is moving;
The variation procedure is:
While the detection procedure detects that the first content is moving, the display mode of the second content is changed.
The distribution apparatus according to claim 1, wherein the distribution apparatus is a distribution apparatus. The detection procedure includes:
Detecting the speed of the operation of moving the first content or the speed of the first content moving in response to the moving operation;
The variation procedure is:
When the speed detected by the detection procedure is equal to or higher than a predetermined speed threshold, the display mode of the second content is changed.
The distribution apparatus according to claim 1, wherein the distribution apparatus is a distribution apparatus. The variation procedure is:
Displaying the second content at a fixed position without interlocking with a change in the display position of the first content;
The distribution apparatus according to claim 1, wherein the distribution apparatus is a distribution apparatus. A billing amount charged to the submission source who submitted the second content according to the number of times the moving operation was detected by the detection procedure or the movement time of the first content detected by the detection procedure The distribution device according to claim 1, further comprising a calculation unit that calculates A terminal device,
A reception unit that receives the first content together with the control information;
The control information is
A display procedure for displaying the first content and the second content in an overlapping manner;
A detection procedure for detecting a movement operation for moving the first content displayed by the display procedure;
A change procedure for changing a display mode of the second content when the moving operation is detected by the detection procedure;
A terminal device that causes the terminal device to execute. A distribution method executed by a computer,
Including a distribution step of distributing the first content to the terminal device together with the control information;
The control information is
A display procedure for displaying the first content and the second content in an overlapping manner;
A detection procedure for detecting a movement operation for moving the first content displayed by the display procedure;
A change procedure for changing a display mode of the second content when the moving operation is detected by the detection procedure;
To the terminal device. On the computer,
A delivery procedure for delivering the first content to the terminal device together with the control information;
The control information is
A display procedure for displaying the first content and the second content in an overlapping manner;
A detection procedure for detecting a movement operation for moving the first content displayed by the display procedure;
A change procedure for changing a display mode of the second content when the moving operation is detected by the detection procedure;
To the terminal device.