JP2015225591A - Program for advertisement distribution - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide an advertisement distribution server that can provide data having at least part of an intention of a user reflected to the user.SOLUTION: A program running on an advertisement distribution server 110 is configured to: acquire identification data identifying a user 140 via a display from a portable device 150 in responce to a trigger by the user 140 to transmit a request for acquiring an operation pattern of the portable device 150 to a database server 170; acquire the operation pattern from the database server 170; classify the operation pattern into a specific category; select at least one of a plurality of data on the basis of the specific category; and transmit the selected data to the portable device 150 via the display.

Description

  The present invention relates to a program on an advertisement distribution server.

  It is known that the user's preference is grasped from the reproduction history and advertisement information reflecting the user's preference is distributed.

JP 2009-169909 A

  However, conventionally, a display device for digital signage has not considered the user's intention when presenting additional information to a user who is interested in seeing it. Therefore, the display device for digital signage cannot present effective additional information.

  According to the present disclosure, a program that runs on an advertisement distribution server connected via a network to a display that communicates with a mobile device operated by a user, and that identifies the user in response to a trigger by the user (ID ) Obtaining data from the mobile device via the display, sending a request for obtaining the operation pattern of the mobile device by the user corresponding to the ID data to a database server different from the advertisement distribution server, and operating from the database server Obtaining a pattern; classifying an operation pattern into a specific category of a plurality of categories; inferring a user's intention to operate the mobile device; and at least one of a plurality of data based on the specific category Select and selected By sending over data to the mobile device via the display, at least a portion of the intended program for implementing that provide data that reflects the user on the computer can be provided.

  According to the present disclosure, a user's operation pattern is classified into a specific category of a plurality of categories, at least one of the plurality of data is selected based on the specific category, and the selected data is provided to the user . As a result, data reflecting at least a part of the user's intention can be provided to the user.

1 is a schematic diagram of an exemplary system. FIG. 3 illustrates an exemplary data flow between elements of the system. It is a flowchart which shows the exemplary process of the program which operate | moves on an advertisement delivery server. It is the schematic which shows the example structure of the hardware of an advertisement delivery server.

Definition of Terms Operation Pattern An operation pattern broadly refers to a series of operations performed by a user via a portable device. The operation pattern can include a purchase history, an operation history, and the like. For example, the operation pattern includes at least one of scrolling the screen, zooming in the screen, double-tapping a specific icon, and the like. When a user purchases a product by operating a mobile device, the “operation pattern” can be classified into a category “purchase” by pattern analysis. Similarly, when a user searches for a product by operating a mobile device, the “operation pattern” can be classified into a category “search” by pattern analysis.

Identification (ID) Data ID data is unique data for identifying a user of a portable device. Typically, the ID data is a contractor-specific identifier assigned to each contractor by the mobile phone operator. Alternatively, it may be a terminal unique identifier assigned to each mobile device.

Connection The term connection is intended to be an indirect or direct connection. Thus, when an element is connected to another element, the connection can be made directly or by an indirect electrical connection through another element or connection. For example, when a server is connected to the display via the Internet, it may be connected via other elements or networks, and both.

Overview FIG. 1 is a schematic diagram of an exemplary system 100 according to the present disclosure. The system 100 includes an advertisement distribution server 110 and a display 120 connected via the Internet 130. The advertisement distribution server 110 stores data of videos (contents and advertisements) that the user 140 wants to show. The user 140 who has seen the advertisement displayed on the display 120 operates the portable device 150 (eg, presses a button) to obtain additional information, if interested. In this specification, such an operation (action) by the user is called a trigger. In response to the trigger, the advertisement distribution server 110 transmits a URL (Uniform Resource Locator) of a website providing additional information to the user 140. That is, the advertisement of the system 100 is interactive.

  When data representing a trigger (also simply referred to as a trigger) is received via the display 120, the advertisement distribution server 110 acquires ID data for identifying the user 140 from the portable device 150. The advertisement distribution server 110 acquires data representing the operation pattern of the user 140 (also simply referred to as an operation pattern) from the database server 170. The advertisement distribution server 110 selects a website according to the operation pattern. Thereafter, the advertisement distribution server 110 transmits the URL of the selected website to the mobile device 150 via the display 120. User 140 can access a website that provides additional information using this URL. This website may reflect at least a part of the operation pattern of the user 140. Thus, the advertisement of the system 100 also has targeting properties.

System Configuration The advertisement distribution server 110 typically stores advertisement data to be shown to the user 140 and sends it to the display 120. Specifically, the advertisement delivery server 110 controls reception of triggers, acquisition of ID data, acquisition of operation patterns, transmission of advertisement data and data related to additional information, and the like. For this purpose, the advertisement distribution server 110 includes a processor, a storage device, an interface and the like for performing data processing and control. The advertisement distribution server 110 can typically be realized by a general-purpose network server and a program for controlling the system 100.

  The display 120 is a display device (also referred to as a large format display, LFD) for digital signage, typically using a relatively large flat panel display (for example, 30 to 60 inches diagonal). The display 120 is typically in color and has a relatively high resolution, but the specific size, resolution, etc. are arbitrary. The flat panel display of the display 120 is typically an LCD (liquid crystal display) panel, but is not limited thereto, and may be a plasma display panel, an organic EL (electroluminescence) panel, or the like.

  The display 120 is installed in, for example, a station premises where many potential users pass or outdoors. The display 120 has an interface that can communicate with the portable device 150 when the user 140 approaches. Typically, the display 120 has a wireless LAN transceiver in its housing in order to communicate with the portable device 150 via a wireless LAN (local area network) 160. For example, the display 120 can receive ID data from the portable device 150 via the wireless LAN, or can send a URL of a website that provides additional information to the portable device 150 via the wireless LAN.

  Alternatively, display 120 may transmit data to portable device 150 by optical means (165). For example, the display 120 may display the above-described URL as a digital watermark or a two-dimensional barcode on the LCD panel. In this case, the user 140 points the camera of the mobile device 150 toward the display 120 and captures the displayed digital watermark or two-dimensional barcode. The mobile device 150 decrypts the URL from the captured image, and accesses the website of the decrypted URL. The user 140 can browse or download additional information on the website.

  The display 120 is installed at a location away from the advertisement distribution server 110. Therefore, the display 120 communicates with the advertisement distribution server 110 via the Internet 130. The display 120 has an interface for Internet connection.

  The portable device 150 is typically a smartphone carried by the user 140. The portable device 150 is not limited to this, and may be any communication device that the user 140 can carry. For example, the mobile device 150 may be a tablet terminal, a personal digital assistant (PDA), a feature phone, or the like. The portable device 150 generates a trigger and sends it to the display 120. Specifically, the portable device 150 sends data corresponding to the button press by the user 140 to the display 120 via the wireless LAN 160.

  The database server 170 stores an operation pattern performed by the user 140 on the mobile device 150 on a website (for example, an online shopping website). Since the database server 170 is typically a web server that hosts such a website, the database server 170 is a different server from the advertisement distribution server 110. The database server 170 may be a data server mainly connected to such a web server for data storage. Similar to the advertisement distribution server 110, the database server 170 includes a processor, a storage device, an interface, and the like for performing data processing and control. The database server 170 can typically be realized by a general-purpose network server and a program for controlling it.

Data Flow FIG. 2 is a diagram illustrating an exemplary data flow 200 between elements of the system 100. In the data flow 200, a line extending downward from the block indicating the mobile device 150, the display 120, the advertisement distribution server 110, and the database server 170 represents the element. The time elapses from top to bottom in FIG.

  The display 120 displays advertisements and content to the user 140. If the user 140 is interested in viewing the advertisement on the display 120, the user 140 transmits a trigger to the display 120 by operating the portable device 150 (210). The display 120 that has received the trigger transmits the trigger to the advertisement distribution server 110 (212).

  The advertisement distribution server 110 transmits a query requesting ID data to the display 120 via the Internet 130 (214). The display 120 sends this query to the portable device 150, typically via the wireless LAN 160 (220).

  The mobile device 150 that has received the query transmits the ID data to the display 120 via the wireless LAN 160 (230). The display 120 transmits the received ID data to the advertisement distribution server 110 via the Internet 130 (240).

  The advertisement distribution server 110 transmits a query requesting an operation pattern corresponding to the ID data to the database server 170 (250). The database server 170 transmits an operation pattern corresponding to the ID data to the advertisement distribution server 110 (260). The advertisement distribution server 110 estimates the intention of the user 140 to operate the mobile device 150 by classifying the operation pattern into a specific category among a plurality of categories. The advertisement distribution server 110 selects at least one from a plurality of data based on this specific category. The advertisement distribution server 110 transmits the selected data to the display 120 (270).

  The display 120 typically transmits the data received from the advertisement distribution server 110 to the portable device 150 via the wireless LAN 160 (280). Instead of the wireless LAN 160, the display 120 may transmit data to the portable device 150 by optical display 165 (280).

  For example, the advertisement distribution server 110 uses an operation pattern based on the amount of purchased goods (one purchase history), category P1 (the amount is small), category P2 (the amount is intermediate), category P3 (the amount is large). ). When the operation pattern is classified into the category P1, the advertisement distribution server 110 selects a URL of a website that provides low-priced product information. When the operation pattern is classified into the category P2, the advertisement distribution server 110 selects a URL of a website that provides information on a medium-priced product. When the operation pattern is classified into the category P3, the advertisement distribution server 110 selects the URL of a website that provides information on expensive products.

  Specifically, when the price of the user's purchased product is relatively small, the advertisement distribution server 110 classifies the operation pattern into the category P1. As a result, the advertisement distribution server 110 transmits the URL of the website corresponding to the category P1 to the mobile device 150 via the display 120. The mobile device 150 receives the URL transmitted by the display 120 and displays the link on the screen, for example. The user 140 can access a website according to the purchase history by clicking the link of the displayed URL. Thus, the optimal information can be presented to the user 140 from the purchase history of the user 140. Therefore, the advertisement distribution server 110 can distribute a more effective advertisement to the user.

Program FIG. 3 is a flowchart showing exemplary processing of the program 300 operating on the advertisement distribution server 110.

  At 310, the advertisement delivery server 110 receives a trigger by the user 140 from the portable device 150 via the display 120.

  In 320, in response to receiving the trigger, the advertisement delivery server 110 transmits a query requesting the ID data to the mobile device 150 via the display 120. The mobile device 150 that has received the query transmits the user ID data to the advertisement distribution server 110 via the display 120.

  In 330, the advertisement distribution server 110 transmits a query for inquiring whether an operation pattern corresponding to the ID data is available to the database server 170. The database server 170 transmits a response of YES to the advertisement distribution server 110 if it is available, and NO if it is not available. If the response is NO, the process proceeds to 340. If the response is YES, the process proceeds to 350.

  At 340, the advertisement distribution server 110 acquires general data. This general data relates to product rankings based on, for example, the age and gender of the user 140. Originally, it is preferable to acquire information customized (that is, optimized) by the user 140 based on the operation pattern corresponding to the ID data. However, if the operation pattern of the user 140 is not available, alternative general data can be acquired at 340. Thereby, even if the operation pattern is not available, the advertisement distribution server 110 can display appropriate data on the portable device 150 in response to the user's trigger.

  In 350, the advertisement distribution server 110 acquires the operation pattern of the user 140 from the data server 170. The data representing the operation pattern can be in any format. For example, the operation pattern may represent the price, date of sale, category, etc., of a product recently purchased by the user 140 corresponding to the ID data. Alternatively, the operation pattern may represent an operation performed recently by the user 140 corresponding to the ID data. Such operations include, for example, product comparison, search at another site after comparison, browsing a store (online or actual store) website, and the like.

  In 360, the advertisement distribution server 110 classifies the acquired operation patterns into categories. For example, the operation pattern may be classified into one of a plurality of categories based on the price of a product recently purchased by the user. This case is as described with reference to FIG. Typically, the advertisement distribution server 110 performs category classification based on an average value of n data values (n is an integer of 2 or more) of operation patterns. Specifically, it can be classified into one of categories P1 to P3 based on the average value of the most recent ten purchased items. The number n of data values of the operation pattern (also referred to as a sample space) and how to obtain the representative value are arbitrary. The representative value is not limited to the average value, and may be an intermediate value, a mode value, or the like.

  Alternatively, the operation patterns may be categorized based on the release date of the product that the user recently purchased. For example, if the average value of the difference between the release date and the purchase date of a recently purchased product is less than one year, it is classified into category N1, and if it is one year or more, it is classified into category N2. Classifying such operation patterns into categories can lead to guessing of the intention of the user to operate the mobile device.

  In 370, the advertisement distribution server 110 selects one data from the plurality of data based on the classified category. For example, in the classification based on the release date of the purchased product, the advertisement distribution server 110 selects data related to information on the new product in the case of the category N1. In the case of category N2, data related to information on products for which a relatively long time has passed since the release is selected. For example, an operation pattern of a user who purchases a relatively new product can be classified into category 1. For such users, the advertisement distribution server 110 can provide new product information.

  At 380, the advertisement distribution server 110 transmits the selected data to the mobile device 150 via the display 120. Providing the user with data based on the category after classifying the operation patterns into the category in this way may lead to providing the user with data that reflects at least a part of the user's intention.

Hardware FIG. 4 is a schematic diagram illustrating an exemplary configuration of hardware of the advertisement distribution server 110.

  The advertisement distribution server 110 includes a processor 410, a memory 420, and a network interface 430.

  The processor 410 is a microprocessor or a microcontroller that executes program instructions stored in the memory 420. The processor 410 may have a cache memory therein.

  The memory 420 stores instructions of the program 300 and related data, an operation system, and the like. The memory 420 is a storage device such as a ROM (Read Only Memory), a RAM (Random Access Memory), a magnetic disk storage device, an optical disk storage device, or a flash memory device.

  The interface 430 enables the processor 410 to communicate with the display 120, the portable device 150, the database server 170, and the like via the network 130. The interface 430 is typically an Ethernet (registered trademark) interface.

  The program 300, when executed by the processor 410, causes the processor 410 to realize the processing shown in the flowchart of FIG.

  In addition to the elements described above, the advertisement distribution server 110 may include an input / output device that implements a human interface with the operator. Examples of such an input / output device include a keyboard, a mouse, a pen tablet, a microphone, a liquid crystal display, and a speaker.

  The hardware of the display 120 and the database server 170 may be the same as that of the advertisement distribution server 110.

  The advertisement distribution server 110 is not limited to a system that provides additional information about a product to a user, and may provide additional information regarding services.

  In the above description, as the data value of the operation pattern in the classification into categories, the price of the purchased product and the difference between the release date and the purchase date of the purchased product are given as examples. Data values are not limited to these. For example, the frequency of price comparison may be used as the data value. In this case, if the user frequently compares prices, comparison information of other products in the same price range may be provided.

  Alternatively, the additional information to be provided may be changed in real time using the following operation pattern.

  For example, it is good also considering the frequency which searches for another site after acquiring information as a data value. In this case, if the user frequently searches for another site, comparison information of the same type of products may be provided. Or after acquiring information, it is good also considering the frequency which accesses the site of the store of the information concerned as a data value. In this case, if the user frequently accesses the store site, information on the nearest store, information on recommended products, and the like may be provided.

  The system 100 can present optimal information for the user 140 among a plurality of contents on the display of the mobile device 150 that is a second screen. As a result, the appeal to the user increases for the advertiser. For the user, additional useful information can be received.

  The invention (or any portion (s) or function (s) thereof) may be implemented using hardware, software, or a combination thereof and implemented in one or more computer systems or other processing systems. obtain.

  Various configurations described herein are described by way of example. Other configurations and elements (hardware elements, software elements, etc.) may be used in addition to the described configurations and elements, or may be used in place of the described configurations and elements. Some elements may be omitted. The elements described may be realized as individual elements or may be realized as elements distributed in different places. A plurality of described elements may be realized as one element.

  The functions of the described elements (e.g., functional blocks in the flowcharts) may be implemented, for example, by a processor and instructions (s) stored in a memory coupled to the processor.

  What has been described above includes various examples of the present invention. For the purposes of describing the present invention, it is of course impossible to describe every possible combination of elements and procedures, but those skilled in the art will recognize that many further combinations and permutations of the present invention are possible. right. Accordingly, the present invention is intended to embrace all such alterations, modifications and variations that fall within the spirit and scope of the appended claims.

  According to the present disclosure, it is useful in that a program for providing data that reflects at least a part of the user's intention to the user can be realized.

100 system 110 advertisement distribution server 120 display 130 internet 140 user 150 portable device 160 wireless LAN
165 Optical means 170 Database server

Claims (7)

A program that operates on an advertisement distribution server connected via a network to a display that communicates with a mobile device operated by a user,
Obtaining identification (ID) data identifying the user from the portable device via the display in response to a trigger by the user;
Transmitting a request for acquiring an operation pattern of the portable device by the user corresponding to the ID data to a database server different from the advertisement distribution server;
Obtaining the operation pattern from the database server;
Inferring the user's intention to operate the mobile device by classifying the operation pattern into a specific category of a plurality of categories;
Selecting at least one of a plurality of data based on the specific category, and transmitting the selected data to the portable device via the display, to reflect the data at least partially reflecting the intention A program for causing a computer to provide a user. The display further sends a URL (Uniform Resource Locator) for the user to access the advertisement delivery server using the mobile device to the mobile device via a wireless LAN (local area network). The program according to claim 1 to be realized. The program according to claim 1, wherein the display further causes the computer to display data representing the URL of the advertisement distribution server using the mobile device.   The program according to claim 3, wherein the display displays data representing the URL as a digital watermark.   The program according to claim 3, wherein the display displays data representing the URL as a two-dimensional barcode.   The program according to claim 1, wherein the operation pattern is classified into a purchase category.   The program according to claim 1, wherein the operation pattern is classified into a search category.

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