JP2019061330A - Advertisement distribution system, advertisement distribution device, advertisement distribution method and advertisement distribution program - Google Patents

Abstract

To provide an advertisement distribution system, an advertisement distribution device, an advertisement distribution method and an advertisement distribution program for properly improving a recognition rate of advertisement distribution.SOLUTION: A television 10 of an advertisement distribution system (information processing system) has: a control unit for controlling the delivery of advertisements to a plurality of media for a prescribed target; and an acquisition unit which acquires a predetermined index for each media, about the advertisements. The control unit controls the delivery of the advertisements of at least one of the plurality of media, based on a recognition rate about the advertisements determined based on the predetermined index.SELECTED DRAWING: Figure 3

Description

  The present disclosure relates to an advertisement delivery system, an advertisement delivery apparatus, an advertisement delivery method, and an advertisement delivery program.

  Television broadcasting, the Internet, etc. are used as a means of delivering advertisements for goods and / or services (services). Advertising generally refers to information that is flowed to the advertising market through an advertiser's manageable advertising media, and may be, for example, any information that an advertiser pays and transmits (promotions) .

  In recent years, it has been studied to combine and distribute television advertisements and Internet advertisements (for example, Patent Document 1). With such a configuration, it is said that the target amount of achievement is achieved with respect to the number of times the user touches the advertisement (referred to as frequency etc.), the number and / or proportion of users who have touched the advertisement (referred to as reach etc.), and the like.

JP, 2017-4518, A

  On the other hand, it is considered to aim at the effect of advertisement from the viewpoint of recognition. However, there has been a problem that it is difficult to control advertisement of television advertisement and Internet advertisement to appropriately raise advertisement recognition during advertisement implementation.

  Therefore, the present disclosure aims to provide an advertisement delivery system, an advertisement delivery apparatus, an advertisement delivery method, and an advertisement delivery program that can appropriately improve the recognition rate of advertisement delivery.

  An advertisement distribution system according to an aspect of the present disclosure includes: a control unit that controls advertisement of a plurality of media for a predetermined target; and an acquisition unit that acquires a predetermined index for each medium for the advertisement. The control unit may control the advertisement of at least one advertisement of the plurality of media based on a recognition rate regarding the advertisement determined based on the predetermined index.

  According to an aspect of the present disclosure, the recognition rate of advertisement delivery can be appropriately improved.

FIG. 1 is a diagram illustrating an example of a schematic configuration of an information processing system according to an embodiment of the present disclosure. FIG. 2 is a diagram illustrating an example of a flowchart of recognition rate-based advertisement distribution control according to an embodiment of the present disclosure. FIG. 3 is a diagram illustrating an example of a functional configuration of a television according to an embodiment of the present disclosure. FIG. 4 is a diagram illustrating an example of a hardware configuration of a television, a device, a router, and a server according to an embodiment of the present disclosure.

  In recent years, it is considered to aim at the effect of advertisement from the viewpoint of recognition. However, just because a person knows the name of a product or service to be advertised (hereinafter, also referred to as "goods etc."), company name, etc. or has seen an advertisement, it is said that the advertisement has been recognized. Absent. In this case, the effectiveness of the advertisement has not been fully achieved.

  “A certain person has recognized an advertisement” may represent, for example, the content of a product to be advertised, the business content of a company, or the like, or the content of an advertisement is understood. In this case, a person who recognizes an advertisement is more interested in a product to be advertised and the like than a person who does not recognize an advertisement, and is likely to lead to conversion.

  By the way, the advertisement delivery means can be roughly divided into offline media and online media. Offline media are media that do not use the Internet, and include television, radio, newspapers, magazines, and the like. Online media is media using the Internet, and corresponds to news sites, social networking services (SNS), and the like.

  In the past, the relationship between offline media and media exposure, including online media, and advertisement recognition has been limited to simulation planning prior to advertising. In other words, there was a problem that it was difficult to grasp how advertisement recognition changed after the actual publication started.

The subject mainly consists of the following points.
(1) It is difficult to grasp the actual in offline media in real time or appropriately
(2) It is difficult to grasp, in real time or in an appropriate manner, the influence that advertisement on offline media and / or online media has on advertisement recognition,
(3) Advertising awareness varies from survey to survey, making it difficult to determine the achievement of goals,
(4) Advertising awareness varies from survey to survey, so raising the frequency of surveys is not effective.

  With regard to the above (1), the term "actual" indicates, for example, the rating of the advertisement when the media is actually broadcasted (provided), and may be called the amount of exposure, the degree of exposure, and the like. The above (1) and (2) correspond to the difficulty in dynamically tracing the status of advertisement recognition.

  With regard to the above (3) and (4), whether or not a certain advertisement (product) is understood may change over time. The memory may be fixed as a solid long-term memory or may be forgotten after a certain period of time from learning. For this reason, there is a possibility that the survey results may fluctuate greatly every time.

  Cognitive-based indicators are in contrast to indicators such as reach (which may be referred to as cumulative reach rates, reach rates, etc.), which are conventionally used as one of the indicators for viewing the effects of advertising. The reach indicates the number of people who have touched the advertisement or the percentage of the predetermined number of people who have touched the advertisement. Indicators like reach have characteristics that increase monotonically with the passage of time. People who have seen a certain advertisement usually increase but never decrease.

  Due to the above problems, it has been difficult in the past to control advertisement of each media and appropriately raise advertisement recognition during implementation of media advertisement.

  Therefore, the present inventors have conceived of a control method for appropriately achieving the achievement target of the recognition rate by appropriately judging the recognition rate (the advertisement recognition rate) regarding the advertisement during the advertisement dropping (during a campaign).

  According to one aspect of the present disclosure, appropriate on-off exposure control can be performed on cognitive based goals in off-line and on-line media exposure. This can enhance the advertising effectiveness (e.g., recognition, understanding, purchasing, etc.) for the user compared to the achievement of existing actual reach based goals. In addition, we can properly manage the recognition rate of advertisements.

  According to one aspect of the present disclosure, the publication of another media (e.g., online media) to achieve the cognitive goal, even if actual deterioration in the predetermined media (e.g., offline media) occurs. A cover is possible.

  Hereinafter, embodiments of the present disclosure will be described in detail with reference to the attached drawings. In the following description, the same parts are denoted by the same reference numerals. Since the same part has the same name, function, etc., detailed description will not be repeated.

(Information processing system)
FIG. 1 is a diagram illustrating an example of a schematic configuration of an information processing system according to an embodiment of the present disclosure. The information processing system 1 shown in FIG. 1 includes a television 10, a device 20, a router 30, an audience rating management server 40, a viewing log management server 50, a viewing behavior information management server 60, and a biometric information management server 70. , And an advertisement delivery server 80.

  The television (television receiver) 10 is a device having a function of receiving at least one of terrestrial broadcast, broadcast satellite (BS: Broadcasting Satellite) / communication satellite (CS: Communications Satellite) broadcast, and the like. The television 10 may have a function of receiving the Internet broadcast (Internet television). The television 10 may display (draw) the received broadcast.

  The television 10 collects a viewing log (which may be called a television viewing log, a broadcast viewing log, viewing history, panel data, etc.) on the television 10 based on the user's consent, and transmits it to the viewing log management server 50 be able to.

  Here, the television viewing log refers to information in which content to be viewed on the television 10 is associated with time information and recorded. Also, for example, the television viewing log may include information on viewed program information, a viewed commercial (CM: Commercial Message), and the like.

  The television viewing log may include information capable of specifying at least one of viewing of terrestrial broadcasting and the like via the television 10, time shift reproduction, browser activation, execution of an internet service, and the like. It is preferable that a time stamp is attached to the television viewing log corresponding to the viewing program or the like.

  The television viewing log may include individual viewing history data when there are multiple viewers of the television 10 (for example, when there are multiple residents in the household). Also, the television viewing log may be associated with an attribute of the viewer (such as gender and age group), an interest category of the viewer (affinity category), and the like.

  The device 20 is a device that executes an application such as a browser by a user operation. Also, the device 20 receives an advertisement from the advertisement distribution server 80 in accordance with the operation of the application.

  The television 10 and the device 20 may be portable terminals (mobile communication terminals) such as mobile phones, smart phones, tablet terminals, etc., personal computers (PC: Personal Computer), televisions (TV: television), multifunctional TVs It may be a fixed communication terminal such as a smart TV, an IP (Internet Protocol) TV, and a set top box. That is, the television 10 in the present specification can be read as a device other than the television.

  The television 10 and the device 20 communicate with a network (such as the Internet) via wired and / or wireless (for example, LTE (Long Term Evolution), Wi-Fi (registered trademark), etc.). The television 10 and the device 20 may be connected to an external network via the router 30, or may be connected directly to the external network.

  The router 30 is assigned an IP address from the Internet provider, and relays communication between a device in a local area network (LAN) and a device on the wide area network (WAN) side.

  In the configuration of FIG. 1, in the communication of the television 10 and the device 20 included in the same LAN, the IP address seen from the other party of communication is the IP address (the same IP address) of the router 30. This is realized by an IP masquerade (NAPT: Network Address Port Translation) function of the router 30, or the like.

  The IP address may be either IPv4 or IPv6, or an extended / modified address of these. In the present specification, an IP address may be read as other information (a predetermined address for specifying a device, identification information, etc.).

  The rating management server 40 is a server that counts actual ratings of programs broadcasted on the television 10. The ratings may be stored in predetermined time units (e.g., seconds, minutes, hours). The rating management server 40 may transmit information on the rating to another server (for example, the advertisement distribution server 80), the device 20, and the like via the network.

  The rating management server 40 may be, for example, a server managed by a television rating surveyor. The audience rating management server 40 may acquire and manage viewing history data (panel data) from a measurement device connected to the television 10 of a predetermined household (for example, a research cooperation household). The audience rating may be calculated from panel data.

  The audience rating may be recorded in set units of the television 10 located in a predetermined area (for example, Shibuya-ku, Tokyo). In addition, an audience rating for each predetermined target (a user corresponding to a predetermined attribute) may be recorded as the audience rating.

  The viewing log management server 50 is a device having a function of managing (collecting, analyzing, etc.) television viewing logs. The viewing log management server 50 may transmit information on the television viewing log to another server (for example, the advertisement distribution server 80), the device 20, and the like via the network.

  The viewing log management server 50 may be owned by the maker of the television 10 or may be owned by a broadcast station (TV station) that broadcasts to the television 10.

  The viewing behavior information management server 60 is a device having a function of recording viewing behavior information of a viewer (user) of the television 10 and / or the device 20. The viewing behavior information management server 60 may transmit viewing behavior information to another server (for example, the advertisement distribution server 80), the device 20, and the like via the network. The collection of the viewing behavior information may be performed in response to an instruction from the viewing behavior information management server 60, or may be performed at a predetermined cycle, at a predetermined timing, or the like.

  The viewing behavior information may be information for identifying the behavior of the viewer (user), interest, etc. For example, whether the viewer is in front of the television 10 (the user is in front of the device 20) (Whether or not the device 20 is held or not), where on the screen (display) is focused, information such as the advertisement viewing time, etc. may be used. The information on viewing time of the advertisement may include information on whether the advertisement has been completely viewed or not. The viewing behavior may be referred to as a viewer behavior or the like.

  For example, the television 10 and / or the device 20 collects viewing behavior information by a sensor (for example, an infrared sensor, a depth sensor, etc.) mounted on the own device, a camera, a microphone or the like, and transmits it to the viewing behavior information management server 60 May be The viewing behavior information may be represented by the degree to which the viewer (user) is in the viewable range of the display, the degree of watching the display, etc. when the display is on.

  The viewing behavior information management server 60 is based on the viewing behavior information received from the television 10 and / or the device 20 and the data of the television viewing log received from the viewing log management server 50, etc. May be analyzed.

  The biometric information management server 70 is a device having a function of recording biometric information of the viewer (user) of the television 10 and / or the device 20. The biometric information management server 70 may transmit biometric information to another server (for example, the advertisement delivery server 80), a device, or the like via the network.

  The biological information may be an electrocardiogram, heart rate, pulse rate, blood pressure, body temperature, respiratory rate, amount of sweating, electroencephalogram, electrical signal firing pattern in the brain, and the like.

  For example, the television 10 and / or the device 20 may collect the biometric information of the advertisement viewer by a sensor, a camera, a microphone or the like mounted on the own device, and may transmit the information to the biometric information management server 70. The collection of the biological information may be performed in response to an instruction from the biological information management server 70, or may be performed at a predetermined cycle, at a predetermined timing, or the like.

  Note that viewing behavior information, biometric information, and the like may be acquired by a device (such as a measurement device) connected to the television 10 and / or the device 20, and may be transferred to the viewing behavior information management server 60 or the biometric information management server 70. .

  The advertisement distribution server 80 has a function of controlling distribution of television advertisements provided via the television 10 and / or Internet advertisements (may be referred to as web advertisements, digital advertisements, etc.) provided via the device 20. It is an apparatus that

  The advertisement may be composed of, for example, text, images (still images, moving images), audio, other media, or a combination thereof. Note that the advertisement distribution server 80 may be able to transmit content other than advertisements to the television 10 and / or the device 20.

  The advertisement distribution server 80 may be configured to include a DMP (Data Management Platform), and may determine an advertisement to be distributed using the DMP. Furthermore, the advertisement distribution server 80 may be a distribution server that uses a DSP (Demand Side Platform), or may be a distribution server that uses an advertisement distribution server (ad server) other than the DSP or an ad server.

  The add server may be a distribution server that uses an application programming interface (API) (Ads-API) provided by a specific company (for example, Twitter (registered trademark) company, Facebook (registered trademark) company, etc.). Further, the ad server may be a moving image advertisement distribution server for distributing an online moving image advertisement, or may be a CMS (Content Management System) for distributing an advertisement for a television receiver.

  The advertisement distribution server 80 may cooperate with the DSP, the ad server, and the like via a DMP (for example, a public DMP).

  The advertisement distribution server 80 may control (for example, create, extend, narrow down, etc.) segment data of the DMP based on, for example, a viewing log of the television 10 of a predetermined user.

  The viewer of the television 10 and the user of the device 20 may be associated. For example, the viewing log management server 50, the advertisement distribution server 80, and the like connect the specific television 10 and the specific device 20 based on the television specification information for specifying the television 10 and the device identification information for specifying the device 20. It may be attached.

  The television specific information may include at least one of the IP address of the television 10 and the television viewing log, and may be called television viewing log specific information or the like. The device identification information may include at least one of an IP address of the device 20, information on an advertisement ID delivered to the device 20, a web access log of the device 20, etc., and is called advertisement identifier (ID) identification information or the like. It may be

  Here, the advertisement ID is, for example, an anonymous and unique identifier for advertisement delivery (identifier related to advertisement) which can be opted out by the user. The advertisement ID may be a unique cookie ID for a small file (Cookie) stored in the browser of the device 20. The cookie ID may be different for each browser. The advertisement ID may be called cookie information or the like.

  The advertisement ID may be an identifier acquired from an application installed in the device 20, and may be, for example, IDFA (Identification For Advertisers), ADID (Advertising ID), or the like.

  The television viewing log, the viewing behavior information, etc. may be associated with at least one IP address of the television 10, the device 20 and the router 30.

  Each server may use, manage, etc. metadata. The metadata may include, for example, program information for each channel, information on a broadcast time zone of a television CM, and the like. Each server may obtain, for example, the relationship between frequency and reach for a specific television CM based on the television viewing log and metadata.

  An example of the functional configuration and hardware configuration of each device such as the television 10 and the device 20 will be described later.

  The system configuration is an example, and the present invention is not limited to this. For example, although each device is configured to include one each in FIG. 1, the number of devices is not limited to this, and a plurality of devices may exist. The information processing system 1 may be configured not to include some devices, or may be configured such that the function of a predetermined device is realized by a plurality of devices.

  The functions of a plurality of devices may be realized by one device. For example, at least two of the rating management server 40, the viewing log management server 50, the viewing behavior information management server 60, the biometric information management server 70, and the advertisement distribution server 80 may be implemented on one server.

(Information processing method)
An information processing method according to an embodiment of the present disclosure will be described below. Each information processing method may be applied to the above-described information processing system.

<Perception rate based advertisement delivery control>
The advertisement distribution server 80 controls advertisement of advertisements using a combination of a plurality of media (for example, television and the Internet) for a predetermined target.

  Specifically, the advertisement distribution server 80 acquires a predetermined index for each medium for the advertisement. The advertisement delivery server 80 controls the advertisement of at least one advertisement of the plurality of media based on the recognition rate (the advertisement recognition rate) regarding the advertisement determined based on the predetermined index.

  FIG. 2 is a diagram illustrating an example of a flowchart of recognition rate-based advertisement distribution control according to an embodiment of the present disclosure. In this example, although the example which uses frequency as above-mentioned "predetermined index" is shown, it is not restricted to this. An example using another information as the "predetermined index" will be described later as a modified example.

  In step S101, the advertisement distribution server 80 sets, in advance, a goal of recognition rate for a certain target for a certain product or the like.

  Here, the target may be identified by, for example, an attribute of an individual, or may be identified by other information (predetermined area). The attribute of an individual may be, but is not limited to, sex / age division (C layer, T layer, M1-M3 layer, F1-F3 layer) used in the field of marketing.

  For example, the reaching target may be set as that the recognition rate of a certain product or the like becomes a predetermined value (for example, 70%) with respect to the F1 layer after a predetermined period (for example, one month). Thus, the goal may be set for each target, for each region, and so on.

  The recognition rate of the product etc. may be the recognition rate of the name of the product etc., the appearance, the effect, the characteristics of the manufacturer etc., or the recognition rate of the advertisement (CM) of the product etc. . At least one of these may be referred to as a perception rate for the ad.

  In step S102, the advertisement delivery server 80 sets an effective frequency for recognition for each combination of media and target. For example, when eight targets (C layer, T layer, M1-M3 layer, F1-F3 layer) are defined for two media, the advertisement distribution server 80 sets 2 × 8 = 16 sets of the effective frequency. It may be set.

  Here, the frequency refers to the number of times the user has touched a specific advertisement within a certain period, and usually, the average value of the number of times of the user's contact is used. The effective frequency for cognition may indicate a frequency that can be judged that the ad (or a product of the ad etc.) is recognized.

  The effective frequency may include the minimum required frequency (the lowest effective frequency) to store the product etc., or the maximum frequency without the negative effect of excessive contact with the advertisement (highest effective frequency). May be included.

  The advertisement distribution server 80 may determine whether a predetermined user has recognized a product or the like based on a predetermined function based on frequency. The function may be a function using as a parameter the medium in which the medium is touched, when the medium is touched, the time when the medium is touched, and the like.

  In addition, it is reported that there exists a duplicate contact effect that a recognition rate, a reach rate, etc. improve, when the advertisement regarding the same goods etc. is contacted in several media. For this reason, it is preferable that the function takes into account the double contact effect.

  In step S103, the advertisement distribution server 80 appropriately acquires the frequency for each medium and target.

  In step S104, the advertisement distribution server 80 determines (calculates) the current recognition rate based on the frequency acquired in step S103. The recognition rate may be determined by the proportion of users exceeding the effective frequency set in step S102 for each medium and target.

  In step S105, the advertisement distribution server 80 adjusts (controls) publication of at least one advertisement of a plurality of media based on the recognition rate determined in step S104. For example, the difference between the goal reached from the start of the campaign set in step S101 to the present time and the actual recognition rate determined in step S104 is calculated, and the advertisement of the specific media is adjusted to compensate for this difference. You may

  Here, the adjustment may indicate a process of changing, increasing, decreasing, etc., the ratio of the advertisement of one or more media, the number of distributions, the amount of distribution, the type, the advertisement cost, and the like. Types include, for example, banner advertisements, in-feed advertisements, etc., and it is assumed that the effects of changes in recognition rate differ depending on types.

  It is preferable to increase the number of advertisements (proportion, cost, etc.) to media that are expected to be more effective. For example, the advertisement distribution server 80 may model in advance the degree of improvement in the recognition rate when the number of advertisements in the media is increased for each combination of media and targets.

  The advertisement distribution server 80 may create the model based on the current recognition rate, the frequency of each medium, the elapsed period from the start of the campaign, the campaign period, and the like. The advertisement distribution server 80 may determine media and / or targets that increase the number of advertisements (and / or the advertisement cost) based on the created model.

  According to the flow of FIG. 2, for example, when an actual loss of television occurs, the advertisement distribution server 80 identifies that the frequency of the television is lower than expected by step S103, and steps the recognition rate that is lowered due to this. By grasping by S104, it is possible to appropriately adjust the distribution of media (TV, digital, etc.) in step S105, and to achieve the recognition rate of the initial plan in the campaign.

  In addition, the timing of adjustment of advertisement advertisement of each medium may not be performed in real time after the occurrence of the television actual loss. The advertisement distribution server 80 may determine the timing of the adjustment based on the current recognition rate, the frequency of each medium, the elapsed period from the start of the campaign, the campaign period, and the like.

  The advertisement distribution server 80 determines the timing of the adjustment and / or the content of the adjustment (adjustment amount, etc.) based on, for example, neural network, machine learning, deep learning, artificial intelligence (AI: Artificial Intelligence) technology, etc. It is also good.

  When the advertisement distribution server 80 grasps the correspondence between the television 10 and the device 20 (when the television 10 and the device 20 are the property of a specific user), the predetermined advertisement is not viewed on the television 10 (TV It may be controlled to give priority to advertisement distribution via the device 20 to the user who has not watched the television CM in the viewing log).

  The advertisement distribution server 80 performs control to lower the priority of advertisement distribution via the device 20 for the user who has watched a predetermined advertisement on the television 10 (there is a record of watching the television CM in the television viewing log). It is also good. These controls can improve the frequency of many users and improve the overall recognition rate.

<Modification example of recognition rate based advertisement delivery control>
In addition, although the example which performs judgment of a recognition rate and advertisement delivery control using a frequency was shown in FIG. 2, it is not restricted to this. For example, recognition rate determination and ad delivery control may be performed based on other information instead of (or along with) frequency.

The other information may include, for example, at least one of the following information (A) to (D) (that is, the aggregation of the recognition rate for a certain target may be performed based on the following information) ):
(A) Survey results (questionnaire results) to confirm advertisement recognition,
(B) Information about the occurrence of a specific word in a specific media,
(C) Advertising viewer's viewing behavior information,
(D) Biological information of advertisement viewer.

  With regard to the above (A), the advertisement distribution server 80 transmits information on a Web page to the television 10 and / or the device 20 to make a response (performs a questionnaire survey), thereby relating to information related to recognition of a predetermined advertisement, personal attribute Information (sex, age, etc.) may be acquired. The questionnaire results may be associated with cookie information, an IP address, and the like.

  The questionnaire survey may be performed every predetermined cycle (for example, one or more days, one or more weeks, one or more months). The questionnaire survey may divide samples of surveys conducted within a certain period into predetermined periods (eg, one or more days, one or more weeks, one or more months).

  The advertisement distribution server 80 may determine the recognition rate of a predetermined advertisement based on the questionnaire results. The recognition rate by the questionnaire survey may be a result processed by a method such as moving average. It is usually assumed that the recognition rate based on the survey results will go up and down with each survey. The advertisement distribution server 80 may adjust the recognition rate for a predetermined advertisement to increase monotonously (or decrease monotonically) over time in a predetermined period by using a moving average or the like.

  Note that another server other than the advertisement delivery server 80 may collect the questionnaire, and in this case, the advertisement delivery server 80 may use the questionnaire result (or the information of the recognition rate determined from the questionnaire result), the other server, etc. You just get from. Also, the questionnaire may be conducted in an analog manner, and only the results may be collected by the advertisement delivery server 80.

  With regard to the above (B), the advertisement distribution server 80 derives in advance the correlation between the information on the appearance of a specific word in a specific medium and the recognition rate.

  Here, the information regarding the appearance of the specific word may be an index such as the number of characters of the article related to the specific word (for example, the commercial product name of the advertisement), the number of posts, the amount of posts, the posting frequency, and the appearance rate. The specific media may include online media, such as one or more SNSs (eg, Twitter), one or more news sites, etc. Specific media may include offline media.

  The advertisement distribution server 80 may derive the correlation based on past data, similar examples, and the like. The advertisement distribution server 80 may calculate the recognition rate based on the above correlation, while regarding the information about the post as an intermediate index of the recognition rate.

  With regard to the above (C), the advertisement distribution server 80 derives in advance a correlation between the viewing behavior information of the advertisement viewer and the recognition rate. Here, the advertisement viewer refers to a viewer who is in contact with the advertisement through the television 10 and / or the device 20. The advertisement distribution server 80 may acquire viewing behavior information from the viewing behavior information management server 60.

  For example, the above correlation may be obtained based on a tendency such that the gaze time to the advertisement increases at the recognition rate increase time (the time when the advertisement recognition increases).

  The advertisement distribution server 80 may derive the correlation based on past data, similar examples, and the like. The advertisement distribution server 80 may calculate the recognition rate based on the above correlation, regarding the viewing behavior information about the television 10 and / or the device 20 as an intermediate index of the recognition rate.

  For the above (D), the advertisement distribution server 80 derives in advance the correlation between the biometric information of the advertisement viewer and the recognition rate. The advertisement distribution server 80 may acquire biometric information from the biometric information management server 70.

  The advertisement distribution server 80 determines the correlation based on the observed data on how to respond to the biometric information of the viewer who has viewed the advertisement of a predetermined recognition rate (for example, a high recognition rate). It is also good.

  The advertisement distribution server 80 may derive the correlation based on past data, similar examples, and the like. The advertisement distribution server 80 constructs a survey sample capable of totaling biological information at predetermined intervals, considers the transition of the biometric information of the survey sample after the advertisement drops as an intermediate index of the recognition rate, and based on the above correlation. You may calculate the recognition rate.

  According to the embodiment described above, the recognition rate of advertisement delivery can be appropriately improved by using a plurality of media in combination.

  In the above-mentioned embodiment, although the example which performs advertising distribution using offline media and online media was shown, it is not restricted to this. For example, even when using a plurality of offline media (or a plurality of online media), the above-mentioned recognition rate-based advertisement delivery control can be applied.

  Other offline media may be used instead of the television 10. For example, in the description of the above-described embodiment, an embodiment may be used in which the television 10 is replaced by a radio or the like, and other words are appropriately replaced.

(Device configuration)
FIG. 3 is a diagram illustrating an example of a functional configuration of a television according to an embodiment of the present disclosure. As illustrated in the present example, the television 10 includes a control unit 11, a storage unit 12, a communication unit 13, an input unit 14, an output unit 15, and a measurement unit 16. Note that FIG. 3 mainly shows functional blocks of characteristic parts in the present embodiment, and the television 10 may also have other functional blocks necessary for other processes. Further, some functional blocks may not be included.

  The control unit 11 controls the television 10. For example, the control unit 11 displays an image based on a user operation, or controls transmission of a television viewing log. The control unit 11 can be configured by a controller, a control circuit or a control device described based on the common recognition in the technical field according to the present invention.

  The storage unit 12 stores (holds) information used in the television 10. For example, the storage unit 12 may sequentially store television viewing logs. The storage unit 12 can be configured by, for example, a memory, a storage, a storage device, and the like described based on the common recognition in the technical field according to the present invention.

  The communication unit 13 transmits a television viewing log to the viewing log management server 50, for example. Further, the communication unit 13 may output various information received from the device 20 and / or each server to the control unit 11.

  The communication unit 13 can be configured by a transmitter / receiver, a transmission / reception circuit or a transmission / reception device described based on the common recognition in the technical field according to the present invention. The communication unit 13 may be configured of a transmission unit and a reception unit.

  The input unit 14 receives an input by an operation from the user. Further, the input unit 14 may be connected to a predetermined device, a storage medium, or the like, and receive an input of data. The input unit 14 may output an input result to the control unit 11, for example.

  The input unit 14 can be configured by an input device such as a keyboard, a mouse, and a button, an input / output terminal, an input / output circuit and the like described based on the common recognition in the technical field according to the present invention. In addition, the input unit 14 may be configured integrally with the display unit (for example, a touch panel).

  The output unit 15 reproduces and outputs predetermined content. For example, the output unit 15 may be configured to include a display unit that displays an image, an audio output unit that outputs an audio, and the like. The display unit can be configured, for example, by a display device such as a display or a monitor described based on the common recognition in the technical field according to the present invention. Further, the audio output unit can be configured by an output device such as a speaker described based on the common recognition in the technical field according to the present invention.

  The output unit 15 is, for example, an arithmetic unit, an arithmetic circuit, an arithmetic unit, a player, an image / video / audio processing circuit, an image / video / audio processing apparatus, which are described based on common recognition in the technical field according to the present invention. It can be configured to include an amplifier and the like.

  The measurement unit 16 measures an external environment or the like. For example, the measuring unit 16 can be configured of a measuring device, a measuring circuit or a measuring device described based on the common recognition in the technical field according to the present invention.

  The device 20, the router 30, the rating management server 40, the viewing log management server 50, the viewing behavior information management server 60, the biological information management server 70, the advertisement distribution server 80, etc. have the same configuration as that in FIG. Good. Those skilled in the art can appropriately read and understand the description related to the television 10 in the description of FIG. 3.

  Hereinafter, some parts will be described in detail. The configuration corresponding to each functional block in FIG. 3 of each device is represented by changing the lower one digit of the reference numeral indicating each device in the same manner as FIG.

  The control unit 21 of the device 20 may control to execute an application such as a browser according to the operation of the user. The communication unit 23 may transmit an advertisement request to the advertisement distribution server 80 and receive an advertisement or an advertisement ID (for example, a campaign ID or the like) in accordance with the operation of the application.

  The communication unit 83 of the advertisement distribution server 80 may acquire a predetermined index for each medium. The communication unit 43 may be called an acquisition unit. Here, the predetermined index is (A) a survey result for confirming advertisement recognition, (B) information on appearance of a specific word in a specific medium, (C) viewing behavior information of an advertisement viewer, (D) It may be one or a combination of biometric information of the advertisement viewer.

  The control unit 81 of the advertisement distribution server 80 may control advertisement of advertisements for a plurality of media for a predetermined target. For example, the control unit 81 may control publication of at least one advertisement of the plurality of media based on the recognition rate regarding the advertisement determined based on the predetermined index.

  The control unit 81 of the advertisement distribution server 80 transmits a Web page that causes the device 20 to respond to information on the recognition of a predetermined advertisement, information on personal attributes (such as gender and age), etc. The questionnaire results may be obtained.

(Hardware configuration)
The block diagram used for the explanation of the above-mentioned embodiment has shown the block of a functional unit. These functional blocks (components) are realized by any combination of hardware and / or software. Moreover, the implementation means of each functional block is not particularly limited. That is, each functional block may be realized by one physically coupled device, or two or more physically separated devices may be connected by wire or wireless, and may be realized by a plurality of these devices. Good.

  For example, a wireless base station, a user terminal, and the like in an embodiment of the present invention may function as a computer that performs the processing of the wireless communication method of the present invention. FIG. 4 is a diagram illustrating an example of a hardware configuration of a television, a device, a router, and a server according to an embodiment of the present disclosure. The television 10, the device 20, the advertisement distribution server 80, etc. described above physically include a processor 1001, a memory 1002, a storage 1003, a communication device 1004, an input device 1005, an output device 1005, a sensor 1007, a bus 1008, etc. It may be configured as an apparatus.

  In the following description, the term "device" can be read as a circuit, a device, a unit, or the like. The hardware configuration of the television 10, the device 20, the advertisement distribution server 80, etc. may be configured to include one or more of the devices illustrated in the figure, or may be configured without including some devices. Good.

  For example, although only one processor 1001 is illustrated, there may be a plurality of processors. Also, the processing may be performed by one processor, or the processing may be performed by one or more processors simultaneously, sequentially or using other techniques.

  Each function in the television 10, the device 20, the advertisement distribution server 80, etc. is calculated by the processor 1001 performing a calculation by reading predetermined software (program) on hardware such as the processor 1001, the memory 1002, etc. This is realized by controlling communication, reading and / or writing of data in the memory 1002 and the storage 1003.

  The processor 1001 operates, for example, an operating system to control the entire computer. The processor 1001 may be configured by a central processing unit (CPU) including an interface with a peripheral device, a control device, an arithmetic device, a register, and the like. Note that each unit such as the control unit 11 described above may be realized by the processor 1001. The processor 1001 may be implemented by one or more chips.

  Also, the processor 1001 reads a program (program code), a software module, data, and the like from the storage 1003 and / or the communication device 1004 to the memory 1002, and executes various processing according to these. As a program, a program that causes a computer to execute at least a part of the operations described in the above-described embodiment is used. For example, the control unit 11 may be realized by a control program stored in the memory 1002 and operating in the processor 1001, or may be realized similarly for other functional blocks.

  The memory 1002 is a computer readable recording medium, and for example, at least at least a read only memory (ROM), an erasable programmable ROM (EPROM), an electrically EPROM (EEPROM), a random access memory (RAM), or any other suitable storage medium. It may be configured by one. The memory 1002 may be called a register, a cache, a main memory (main storage device) or the like. The memory 1002 may store a program (program code), a software module, and the like that can be executed to implement the wireless communication method according to an embodiment of the present invention.

  The storage 1003 is a computer readable recording medium, and for example, a flexible disk, a floppy (registered trademark) disk, a magneto-optical disk (for example, a compact disk (CD-ROM (Compact Disc ROM), etc.), a digital versatile disk, Blu-ray® disc), removable disc, hard disc drive, smart card, flash memory device (eg, card, stick, key drive), magnetic stripe, database, server, at least one other suitable storage medium May be configured by The storage 1003 may be called an auxiliary storage device. The above-described storage unit 12 may be realized by the memory 1002 and / or the storage 1003.

  The communication device 1004 is hardware (transmission / reception device) for performing communication between computers via a wired and / or wireless network, and is also called, for example, a network device, a network controller, a network card, a communication module, or the like. The above-described communication unit 13 may be realized by the communication device 1004.

  The input device 1005 is an input device (for example, a keyboard, a mouse, and the like) that receives external input. The output device 1006 is an output device (for example, a display, a speaker, etc.) that performs output to the outside. The input device 1005 and the output device 1006 may be integrated (for example, a touch panel). The input unit 14 and the output unit 15 described above may be realized by the input device 1005 and the output device 1006, respectively.

  The sensor 1007 is a camera for acquiring an image (still image and / or moving image), a microphone for acquiring sound, various sensors (pressure sensor, acceleration sensor, gyro sensor, touch sensor, ground sensor, proximity sensor, depth sensor, tilt) One or more of a sensor, a magnetic sensor, a temperature sensor (thermography), an ultrasonic sensor, an infrared sensor, a range sensor (laser scan sensor), a wireless beam (radar), and the like may be included. The measurement unit 16 described above may be realized by the sensor 1007.

  Also, each device such as the processor 1001 and the memory 1002 is connected by a bus 1008 for communicating information. The bus 1008 may be configured by a single bus or may be configured by different buses among the devices.

  In addition, the television 10, the device 20, the advertisement distribution server 80, and the like include a microprocessor, a digital signal processor (DSP), an application specific integrated circuit (ASIC), a programmable logic device (PLD), and a field programmable gate array (FPGA). Etc.), and part or all of each functional block may be realized by the hardware. For example, processor 1001 may be implemented in at least one of these hardware.

(Modification)
The terms described in the present specification and / or the terms necessary for the understanding of the present specification may be replaced with terms having the same or similar meanings.

  The information, parameters and the like described in the present specification may be represented by absolute values, may be represented by relative values from predetermined values, or may be represented by corresponding other information. Further, the names used for parameters and the like in the present specification are not limited in any respect.

  The information, signals, etc. described herein may be represented using any of a variety of different techniques. For example, data, instructions, commands, information, signals, bits, symbols, chips etc that may be mentioned throughout the above description may be voltage, current, electromagnetic waves, magnetic fields or particles, optical fields or photons, or any of these May be represented by a combination of

  Information, signals, etc. may be input / output via a plurality of network nodes. The input / output information, signals and the like may be stored in a specific place (for example, a memory) or may be managed using a table. Information, signals, etc. input and output can be overwritten, updated or added. The output information, signals and the like may be deleted. The input information, signals and the like may be transmitted to other devices.

  In addition, notification of predetermined information (for example, notification of "it is X") is not limited to what is explicitly performed, but is implicitly performed (for example, by not notifying the predetermined information) May be

  Software may be called software, firmware, middleware, microcode, hardware description language, or any other name, and may be instructions, instruction sets, codes, code segments, program codes, programs, subprograms, software modules. Should be interpreted broadly to mean applications, software applications, software packages, routines, subroutines, objects, executables, threads of execution, procedures, functions, etc.

  Also, software, instructions, information, etc. may be sent and received via a transmission medium. For example, software may use a wired technology (such as coaxial cable, fiber optic cable, twisted pair and digital subscriber line (DSL)) and / or a wireless technology (such as infrared, microwave, etc.) to use as a website, server, or other When transmitted from a remote source, these wired and / or wireless technologies are included within the definition of transmission medium.

  The terms "system" and "network" as used herein are used interchangeably.

  Each aspect / embodiment described in this specification may be used alone, may be used in combination, and may be switched and used along with execution. Moreover, as long as there is no contradiction, you may replace the order of the processing procedure of each aspect / embodiment, sequence, flowchart, etc. which were demonstrated in this specification. For example, for the methods described herein, elements of the various steps are presented in an exemplary order and are not limited to the particular order presented.

  The phrase "based on", as used herein, does not mean "based only on," unless expressly stated otherwise. In other words, the phrase "based on" means both "based only on" and "based at least on."

  Any reference to an element using the designation "first," "second," etc. as used herein does not generally limit the quantity or order of those elements. These designations may be used herein as a convenient way of distinguishing between two or more elements. Thus, reference to the first and second elements does not mean that only two elements can be taken or that in any way the first element must precede the second element.

While certain embodiments of the present invention have been described above in detail, it will be apparent to those skilled in the art that the present invention is not limited to the embodiments described herein. The present invention can be embodied as modifications and alterations without departing from the spirit and scope of the present invention defined by the description of the claims. Accordingly, the description in the present specification is for the purpose of illustration and does not have any limiting meaning on the present invention.

Advertisement distribution system according to an embodiment of the present disclosure, the friendly given target, and a control unit for controlling the advertising of advertising, for the advertisement, the user at least one of the plurality of media has viewed completely the advertising An acquisition unit for acquiring information as to whether or not to receive, at least one of the advertisements of the plurality of media based on the recognition rate for the advertisement determined based on the information ; It is characterized by controlling.

Claims (8)

A control unit that controls advertisement of advertisements to a plurality of media for a predetermined target;
And an acquisition unit configured to acquire a predetermined index for each medium for the advertisement.
The advertisement distribution system, wherein the control unit controls the advertisement of at least one advertisement of the plurality of media based on a recognition rate regarding the advertisement determined based on the predetermined index.   The advertisement delivery system according to claim 1, wherein the predetermined index is a survey result for confirming advertisement recognition.   The advertisement distribution system according to claim 1, wherein the predetermined index is information on the appearance of a specific word in a specific medium.   The advertisement distribution system according to claim 1, wherein the predetermined index is viewing behavior information of an advertisement viewer.   The advertisement delivery system according to claim 1, wherein the predetermined index is biometric information of an advertisement viewer. A control unit that controls advertisement of advertisements to a plurality of media for a predetermined target;
And an acquisition unit configured to acquire a predetermined index for each medium for the advertisement.
The advertisement distribution device, wherein the control unit controls publication of at least one advertisement of the plurality of media based on a recognition rate regarding the advertisement determined based on the predetermined index. Controlling advertisement of advertisements to a plurality of media for a predetermined target;
Acquiring a predetermined indicator for each media for the advertisement;
Controlling the advertisement of at least one of the plurality of media based on the recognition rate of the advertisement determined based on the predetermined index. On the computer
A procedure for controlling advertisement of a plurality of media for a predetermined target;
Acquiring a predetermined index for each media for the advertisement;
A program for executing, based on the recognition rate regarding the advertisement determined based on the predetermined index, controlling publication of at least one the advertisement of the plurality of media.

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