JP2020166788A - Advertisement distribution system - Google Patents

Abstract

To provide an advertisement distribution system that distributes advertisement depending on whether a TV program is suitable for a targeting advertisement.SOLUTION: An advertisement distribution system includes a receiver and an evaluation device. The evaluation device includes: a viewing log storage unit that stores a viewing log; a target information storage unit that stores target information; a segment identifying unit that identifies an advertisement segment which is a segment to which a viewer who viewed a TV program belongs based on the viewing log and the target information; an evaluation unit that evaluates the suitability of targeting advertisement related to the TV program according to the degree of variation in advertising segments; and a suitability transmission unit that transmits the suitability. The receiver includes: a targeting advertisement acquisition unit that acquires targeting advertisement data for outputting the targeting advertisement; a suitability acquisition unit that acquires the suitability; and an advertisement output unit that determines whether to output the targeting advertisement according to the suitability.SELECTED DRAWING: Figure 1

Description

The present invention relates to an advertisement distribution system.

Traditionally, mass advertising has been carried out on television to reach many people. On the other hand, advertisements on the Internet are targeted advertisements that deliver advertisements to specific segments. For example, Patent Document 1 discloses a system for expanding a user segment to perform targeted advertising.

Patent No. 5784205

There is also a need for targeted advertising in television broadcasting. On the other hand, TV media is suitable for mass advertising that reaches many people, and it is difficult to determine which program is suitable for targeting advertising.

The present invention has been made in view of such a background, and an object of the present invention is to provide a technique for delivering an advertisement according to whether or not a television program is suitable for a targeted advertisement.

The main invention of the present invention for solving the above-mentioned problems is a system for delivering an advertisement, which includes a receiver for outputting a TV program and an evaluation device for evaluating the TV program, and the evaluation device. Is a viewing log storage unit that stores a viewing log that identifies a viewer who has watched the TV program, a target information storage unit that stores target information that identifies a segment to which the viewer belongs, and the viewing log and the target. Based on the information, the segment identification unit that specifies the advertisement segment that is the segment to which the viewer who has watched the TV program belongs and the targeting advertisement related to the TV program are matched according to the degree of variation of the advertisement segment. The receiver includes an evaluation unit for evaluating the degree and a conformity transmission unit for transmitting the conformity, and the receiver has a targeting advertisement acquisition unit for acquiring targeting advertisement data for outputting a targeting advertisement and the conformity. The conformity acquisition unit for acquiring the above and the advertisement output unit for determining whether or not to output the targeting advertisement according to the conformity are provided.

Other problems disclosed in the present application and solutions thereof will be clarified in the columns and drawings of the embodiments of the invention.

According to the present invention, advertisements can be delivered depending on whether or not a television program is suitable for targeted advertising.

It is a figure which shows the whole structure example of the television program evaluation system which concerns on one Embodiment of this invention. It is a figure which shows the hardware configuration example of the receiver 41. It is a figure which shows the software configuration example of the receiver 41. It is a figure which shows the structural example of the viewer information storage part 431. It is a figure which shows the structural example of the advertisement storage part 432. It is a figure which shows the structural example of the goodness-of-fit storage part 434. It is a figure which shows the flow of the output processing of an addressable advertisement. It is a figure which shows the configuration example of the advertisement log storage unit 433. It is a figure which shows the hardware configuration example of the evaluation apparatus 10. It is a figure which shows the software configuration example of the evaluation apparatus 10. It is a figure which shows the configuration example of the viewing log storage unit 131. It is a figure which shows the structural example of the target information storage part 132. It is a figure which shows the flow of the process which the evaluation apparatus 10 of this embodiment executes. It is a figure which shows the screen example displayed on the user apparatus 20.

The contents of the embodiments of the present invention will be described in a list. The advertisement distribution system according to the embodiment of the present invention has the following configurations.

[Item 1]
A system that delivers advertisements
It is configured to include a receiver that outputs a television program and an evaluation device that evaluates the television program.
The evaluation device is
A viewing log storage unit that stores a viewing log that identifies a viewer who has viewed the TV program,
A target information storage unit that stores target information that identifies the segment to which the viewer belongs,
Based on the viewing log and the target information, a segment specifying unit that identifies an advertising segment that is the segment to which the viewer who has watched the TV program belongs.
An evaluation unit that evaluates the suitability of the targeting advertisement related to the TV program according to the degree of variation of the advertisement segment.
A goodness-of-fit transmitter that transmits the goodness of fit,
With
The receiver is
The targeting advertisement acquisition department that acquires the targeting advertisement data for outputting the targeting advertisement, and
The goodness-of-fit acquisition unit for acquiring the goodness of fit and
An advertisement output unit that determines whether or not to output the targeting advertisement according to the goodness of fit.
An advertisement distribution system characterized by being equipped with.
[Item 2]
The advertisement distribution system according to item 1.
The advertisement output unit determines whether or not to output the targeting advertisement with a probability according to the goodness of fit.
An advertisement distribution system featuring.
[Item 3]
The advertisement distribution system according to item 1 or 2.
The goodness-of-fit transmission unit transmits the goodness of fit with the advertising segment attached.
The receiver further includes a viewer identification unit that identifies the segment to which the viewer who is currently watching the television program belongs.
The advertisement output unit includes the segment of the viewer specified by the viewer identification unit in the advertisement segment attached to the goodness of fit when the goodness of fit is less than a predetermined threshold value. If not, decide to output the targeted advertisement,
An advertisement distribution system featuring.

FIG. 1 is a diagram showing an overall configuration example of a television program evaluation system according to an embodiment of the present invention. The television program evaluation system of the present embodiment includes an evaluation device 10 for evaluating a television program. The evaluation device 10 is communicably connected to the user device 20 of the broadcasting station and the receiver 41 at the viewer's home via the communication line 30. The communication line 30 is, for example, the Internet or a LAN (Local Area Network) constructed by Ethernet (registered trademark), a public telephone line network, a mobile phone line network, a wireless communication network, or the like.

The evaluation device 10 is, for example, a computer operated by a company that investigates the audience rating of a television program. The evaluation device 10 can be realized by, for example, a personal computer, a smartphone, a cloud computer, or the like. The evaluation device 10 evaluates the degree to which the TV program is suitable for the targeting advertisement based on the viewing log recording which viewer watched which TV program. At present, targeting advertisements are rarely performed on TV media, but a technique called addressable advertisement or programmatic TV has been introduced to display targeting advertisements even for TV program advertisements. The evaluation device 10 of the present embodiment is intended to provide a criterion for determining whether or not a television program should be made compatible with addressable advertisements.

The user device 20 is a computer operated by a user of a broadcasting station broadcasting a television program. The user device 20 is, for example, a personal computer, a smartphone, a tablet computer, or the like. By operating the user device 20, the user of the broadcasting station can view the addressable advertisement suitability of the television program displayed by the evaluation device 10.

The receiver 41 is a so-called television, and can receive radio waves of television broadcasting (including electric signals of cable television and the like), decode the received radio waves, and output video and audio of a television program. .. Further, the receiver 41 of the present embodiment can output an addressable advertisement during or during a television program by a so-called addressable advertisement method. Further, the receiver 41 of the present embodiment has a communication function, and can communicate with another communication device via the communication line 30. The receiver 41 can also communicate with the viewer terminal 42 operated by the viewer, and the communication with the viewer terminal 42 is, for example, as shown in FIG. 1, via the communication path 31 of BlueTooth (registered trademark). ) Or other protocols such as), or the viewer terminal 42 may be connected to the communication line 30 and performed via the communication line 30. The receiver 41 can identify the viewer who is currently watching the television program by communicating with the viewer terminal 42.

The viewer terminal 42 is a computer operated by the viewer, and can be realized by, for example, a smartphone, a tablet computer, or a personal computer.

FIG. 2 is a diagram showing a hardware configuration example of the receiver 41. The receiver 41 includes a CPU 401, a memory 402, a storage device 403, a communication device 404, a broadcast reception module 405, and an output device 406. The storage device 403 stores various data and programs, such as a hard disk drive, a solid state drive, and a flash memory. The communication device 404 is a device for performing communication, for example, an adapter for connecting to Ethernet (registered trademark), a modem for connecting to a public telephone network, a wireless communication device for wireless communication, and serial communication. USB (Universal Serial Bus) connector and RS232C connector for. The receiver 41 may include a plurality of communication devices 404. The broadcast reception module 405 is a module that receives radio waves of television broadcasting and decodes video and audio from the received radio waves. For the broadcast reception module 405, hardware related to reception and decoding of general television broadcasts can be used. The output device 406 includes a display and a speaker that output data.

FIG. 3 is a diagram showing a software configuration example of the receiver 41. The receiver 41 includes the viewer identification unit 411, the video / audio processing unit 412, the addressable advertisement output unit 413, the advertisement identification unit 414, the advertisement log transmission unit 415, the conformity reception unit 416, and the viewer information storage. Each storage unit includes a unit 431, an advertisement storage unit 432, an advertisement log storage unit 433, and a conformity degree storage unit 434. Each of the above functional units is realized by the CPU 401 included in the receiver 41 reading the program stored in the storage device 403 into the memory 402 and executing the respective storage units, and each of the above storage units is the memory 402 included in the receiver 41. And implemented as part of the storage area provided by the storage device 403.

The viewer information storage unit 431 stores information (hereinafter, referred to as viewer information) regarding a viewer who watches a television program output by the receiver 41. The viewer information includes information for authenticating the viewer. FIG. 4 is a diagram showing a configuration example of the viewer information storage unit 431. In the example of FIG. 4, the viewer information includes authentication information for authenticating the viewer terminal 42 held by the viewer in association with information for identifying the viewer (hereinafter referred to as a viewer ID). (Hereinafter referred to as terminal authentication information) is included. The terminal authentication information can be, for example, a unique ID assigned to the viewer terminal 42. It should be noted that the user ID and password, the viewer's public key, the feature amount of the viewer's face image, and the like for authenticating the viewer can be used instead of the authentication of the viewer terminal 42.

The viewer identification unit 411 identifies the viewer who is currently watching the television program output by the receiver 41. The viewer identification unit 411 communicates with the viewer terminal 42 existing in the vicinity of the receiver 41 according to a protocol such as BLE (Bluetooth Low Energy), and uses the viewer terminal 42 that can communicate with the viewer information. Authentication is performed using the viewer information stored in the storage unit 431, and when the authentication is successful, it can be specified that the viewer indicated by the viewer ID of the viewer information is currently viewing. When the viewer identification unit 411 succeeds in authenticating the plurality of viewer terminals 42, it can determine that the plurality of viewers are viewing.

The video / audio processing unit 412 controls the broadcast reception module 405 to output the video and audio of the television program from the output device 406. The video / audio processing unit 412 can specify the advertising space in the TV program. For example, the start time and end time of the advertising space are stored in the memory 402 or the storage device 403, and the video / audio processing unit 412 can specify the advertising space by the stored start and end times. Further, when the video / audio processing unit 412 includes a signal indicating an advertising space in the broadcast signal, the video / audio processing unit 412 can specify the advertising space by detecting the signal.

The advertisement storage unit 432 stores information for outputting an addressable advertisement (hereinafter, referred to as advertisement information). FIG. 5 is a diagram showing a configuration example of the advertisement storage unit 432. As shown in the figure, the advertisement information includes the advertiser who placed the advertisement, the channels and programs on which the addressable advertisement is superimposed and displayed in association with the information that identifies the advertisement (hereinafter referred to as the advertisement ID), and Includes video data including video and audio output as addressable advertisements. In addition, instead of the moving image data, information such as text data and a 3D model may be included, and video and audio may be generated based on the information.

The goodness-of-fit storage unit 434 stores the goodness of fit (the degree to which the TV program is suitable for the addressable advertisement) of the targeting advertisement of the TV program. FIG. 6 is a diagram showing a configuration example of the goodness-of-fit storage unit 434. The goodness-of-fit storage unit 434 stores the goodness-of-fit information, and the goodness-of-fit information includes the goodness of fit of the targeting advertisement of the TV program in association with the program ID indicating the TV program.

The goodness of fit information is acquired by the goodness of fit receiving unit 416. The goodness-of-fit receiving unit 416 receives the goodness-of-fit information transmitted by the evaluation device 10 and registers it in the goodness-of-fit storage unit 434. The goodness-of-fit receiving unit 416 may wait for the goodness-of-fit information to be transmitted from the evaluation device 10, or periodically transmit a request for acquiring the goodness-of-fit information to the evaluation device 10. You may.

The addressable advertisement output unit 413 outputs an addressable advertisement. The addressable advertisement output unit 413 can determine whether or not to output the addressable advertisement according to the goodness of fit. For example, the addressable advertisement output unit 413 reads the goodness of fit of the currently output TV program from the goodness-of-fit storage unit 434, and when the read fit degree is equal to or higher than a predetermined value (when the TV program is suitable for the addressable advertisement). ), An addressable advertisement can be output. The addressable advertisement output unit 413 outputs an addressable advertisement each time (if there is advertisement data) when the degree of conformity is equal to or higher than the first threshold value, and is smaller than the first threshold value and equal to or higher than the second threshold value. If it is less than the threshold value, the addressable advertisement may be output once at a predetermined number of times or randomly. In this case, when the degree of conformity is less than the second threshold value, the addressable advertisement output unit 413 outputs the advertisement (mass advertisement) included in the television broadcast as it is without displaying the addressable advertisement. can do. In addition, the addressable advertisement output unit 413 can also output an addressable advertisement with a probability according to the degree of suitability.

When the addressable advertisement output unit 413 is suitable for the addressable advertisement, the addressable advertisement output unit 413 refers to the advertisement information stored in the advertisement storage unit 432 and determines whether or not the advertisement information matching the currently output TV program exists. If there is matching advertisement information, the video and audio based on the video data included in the advertisement information are output in place of the video and audio output by the video and audio processing unit 411 in the ad space. can do.

FIG. 7 is a diagram showing a flow of output processing of an addressable advertisement.

The video / audio processing unit 412 identifies the next advertising space of the TV program being output (S501). The advertising space may be specified, for example, by analyzing a video signal or an audio signal to identify an advertising portion, or by extracting a portion in which a moving image contains an advertising feature. Good. Further, the start time and end time of the ad space may be stored in advance, and the ad space may be specified based on the start and end times, or the broadcast signal includes a signal indicating the ad space. In that case, the advertising space may be specified based on the signal.

The addressable advertisement output unit 413 acquires the goodness of fit of the television program currently being output from the goodness of fit storage unit 434 (S502). If the goodness of fit is equal to or greater than the first threshold value (S503: YES), the process proceeds to step S507. If the goodness of fit is lower than the first threshold value (S503: NO) and the goodness of fit is less than the second threshold value smaller than the first threshold value (S504: NO), the process ends. When the goodness of fit is equal to or higher than the second threshold value (S504: YES), the addressable advertisement output unit 413 determines whether or not to output the addressable advertisement with a probability according to the goodness of fit (S505). When the addressable advertisement output unit 413 determines to output the advertisement (S506: YES), the process proceeds to step S507, and when it is determined not to output the advertisement (S506: NO), the process ends.

The addressable advertisement output unit 413 identifies the advertiser of the advertisement video included in the next advertisement space (S507). The identification of the advertiser can be determined, for example, by storing the feature amount of the advertising video (video and / or audio) for each advertiser and whether or not the feature amount can be extracted. In this case, the video stream related to broadcasting may be buffered. In addition, the addressable advertisement output unit 413 accesses a computer that manages when and which advertiser's advertisement is placed on which program, such as a server of a broadcasting station, and identifies the advertiser of the next inventory. It may be. In addition, the advertiser for each ad space may be stored in advance along with the start and end times of the ad space.

The addressable advertisement output unit 413 searches the advertisement storage unit 432 for advertisement information corresponding to the specified advertiser, and acquires video data (advertisement data) included in the searched advertisement information (S508). The addressable advertisement output unit 413 outputs a moving image of the advertisement to the advertisement space based on the acquired advertisement data (S509).

As described above, the addressable advertisement is output according to the degree of conformity.

The advertisement log storage unit 433 stores an advertisement log (hereinafter, referred to as an advertisement log) output by the receiver 41. FIG. 8 is a diagram showing a configuration example of the advertisement log storage unit 433. As shown in the figure, the advertisement log contains the advertisement ID indicating the output advertisement, the viewer ID indicating the viewer who was viewing the advertisement, the channel and program on which the advertisement was displayed, and the relevant. Includes the date and time the ad was viewed. When a plurality of viewers are watching, an advertisement log is registered for each viewer. The advertisement log storage unit 433 may manage the number of times of browsing in association with the advertisement ID, the viewer ID, the channel, and the program.

The advertisement specifying unit 414 identifies the advertisement output by the receiver 41. The advertisement specifying unit 414 identifies an advertising space (including channels and programs) from the video and audio streams output by the video / audio processing unit 411, and identifies the advertisement output in the advertising space. The advertisement can be specified, for example, by having the receiver 41 associate with the advertisement ID, store the feature amount of the video or audio, and compare it with the feature amount extracted from the video and audio stream. .. Further, the advertisement identification unit 414 accesses, for example, the server computer of the broadcasting station, acquires the start and end date and time of the advertisement space in the channel and the program provided by the broadcasting station, and outputs the video / audio processing unit 411. You may want to identify the displayed advertisement according to the channel and the date and time. When the addressable advertisement output unit 413 outputs the addressable advertisement, the advertisement identification unit 414 also outputs the output advertisement as if the addressable advertisement was output instead of the advertisement included in the video and audio streams. Identify. The advertisement identification unit 414 includes an advertisement ID indicating the specified advertisement, a viewer ID indicating the viewer specified by the viewer identification unit 411, the channel and program on which the advertisement is displayed, and the date and time when the advertisement was viewed (advertisement). The advertisement log including the date and time when was output) is registered in the advertisement log storage unit 433.

The advertisement log transmission unit 415 transmits the advertisement log stored in the advertisement log storage unit 433 to the evaluation device 10. The advertisement log transmission unit 415 may transmit the advertisement log to the evaluation device 10 each time the advertisement log is registered in the advertisement log storage unit 433, or periodically transmits the newly registered advertisement log to the evaluation device 10. You may. Further, the advertisement log transmission unit 415 may aggregate the advertisement logs and transmit information indicating which advertisement has been viewed by which viewer and how many times to the evaluation device 10.

FIG. 9 is a diagram showing a hardware configuration example of the evaluation device 10. The evaluation device 10 includes a CPU 101, a memory 102, a storage device 103, a communication device 104, an input device 105, and an output device 106. The storage device 103 stores various data and programs, such as a hard disk drive, a solid state drive, and a flash memory. The communication device 104 is a device for connecting to the communication line 30, for example, an adapter for connecting to Ethernet (registered trademark), a modem for connecting to a public telephone network, and a wireless communication device for performing wireless communication. , USB (Universal Serial Bus) connector for serial communication, RS232C connector, etc. The input device 105 is, for example, a keyboard, a mouse, a touch panel, a button, a microphone, or the like for inputting data. The output device 106 outputs data, for example, a display, a printer, a speaker, or the like.

FIG. 10 is a diagram showing a software configuration example of the evaluation device 10. As shown in the figure, the evaluation device 10 includes a similarity determination unit 111, a segment identification unit 112, an evaluation unit 113, an audience rating calculation unit 114, a program information transmission unit 115, an advertisement log acquisition unit 121, and an advertisement frequency calculation unit 122. , Viewing log storage unit 131, target information storage unit 132, and advertisement log storage unit 133. The CPU 101 included in the evaluation device 10 stores the similarity determination unit 111, the segment identification unit 112, the evaluation unit 113, the viewing rate calculation unit 114, the program information transmission unit 115, the advertisement log acquisition unit 121, and the advertisement frequency calculation unit 122. The program stored in the device 103 is read into the memory 102 and executed, and the viewing log storage unit 131, the target information storage unit 132, and the advertisement log storage unit 133 are the memory 102 and the storage device included in the evaluation device 10. It is implemented as part of the storage area provided by at least one of 103.

The viewing log storage unit 131 stores information (hereinafter, referred to as a viewing log) that identifies a viewer who has viewed a television program. FIG. 11 is a diagram showing a configuration example of the viewing log storage unit 131. The viewing log storage unit 131 stores the attributes of the viewer (viewer attributes) and the viewing log. The viewer attribute includes the gender, age, income, etc. of the viewer in association with the viewer ID. For the viewing log, a log recording device is installed in a sample household randomly selected for the audience rating survey, the log recording device identifies the channel that was viewed, and the viewer presses a button at the start of viewing. It is the information collected by identifying which viewer watched by the act of. The viewing log includes a household ID indicating a household, a viewer ID, a date and time when the viewer started watching television in the household, and a channel for viewing. By collating the viewing log with the program guide, it is possible to identify which viewer watched which TV program.

The target information storage unit 132 stores information for identifying the segment to which the viewer belongs (hereinafter, referred to as target information). FIG. 12 is a diagram showing a configuration example of the target information storage unit 132. As shown in the figure, the target information storage unit 132 stores demographic information, viewing information, and action history as target information. These target information can be collected, for example, by questionnaire survey or analysis of cookies of a Web browser. The demographic information includes the demographic attributes of the viewer. The demographic information includes attributes such as gender, age, and income in association with the viewer ID. The viewing information indicates a television program that the viewer has watched. The viewing information includes a program viewed by the viewer and a date and time when the viewing is started, in association with the viewer ID. The action history is information about various actions of the viewer. For example, a viewer can record a log of actions taken by the viewer as an action history, whether online or offline, such as shopping, reading a magazine, or browsing a website. The action history may be only the action on the Internet (history of using the Web browser). The action history includes the date and time when the action was performed and the action content in association with the viewer ID.

Even if the viewer ID indicated by the viewer ID of the viewing log (that is, the viewers constituting the sample household) does not overlap with the viewer indicated by the viewer ID of the target information (for example, the viewer who answered the questionnaire). Good. The similarity determination unit 111 associates the viewing log with the target information. The similarity determination unit 111 calculates the similarity between the viewing behavior pattern grasped based on the viewing log and the viewing behavior pattern grasped based on the viewing information of the target information, and responds according to the similarity. Can be attached. The degree of similarity may be determined, for example, according to the number of times the same TV program was watched on the same date and time, or the watched TV program or its genre, viewing time, viewing order, etc. are compared. You may. Further, for example, a pattern in which TV programs viewed or their genres are arranged for each day of the week may be compared. The similarity determination unit 111 can associate the viewing log with the target information according to the obtained similarity.

The segment identification unit 112 identifies the segment of the viewer related to the television program. The segment identification unit 112 reads the corresponding viewing log from the viewing log storage unit 131 for the TV program, and demographics of the target information corresponding to the read viewing log (association is performed by the similarity determination unit 111). The segment is specified by the attributes included in the information and the actions included in the action history. As for the method of determining the segment based on the demographic attribute and the action history, a well-known method is used, and the description thereof is omitted here. The segment identification unit 112 also calculates the number of viewers included in each segment. For example, the segment identification unit 112 selects target information including a viewer ID belonging to the segment, identifies a viewing log corresponding to the specified target information, and eliminates duplication of the viewer ID included in the specified viewing log. By counting, the number of viewers included in the segment can be calculated.

The evaluation unit 113 evaluates that the TV program is suitable for the targeting advertisement. The evaluation unit 113 determines the suitability of the targeted advertisement according to the degree of variation in the segment of the viewer. For example, in the case of a program that is being watched by elementary school students, teenage high school girls, and male office workers in their thirties, the same product rarely appeals to all viewers, and elementary school students, high school girls, and office workers It is considered that the advertising effect is higher when different products are appealed to each man. On the contrary, if the program is mainly watched by a female office worker in her thirties, it is considered that the advertising effect of the conventional mass advertising is high without switching the advertisement. Therefore, the evaluation unit 113 can determine the goodness of fit according to the degree of variation in the segment of the viewer. The degree of variation of the segments may be expressed by the number of segments or by the distance of the relationship between the segments. For example, the distant relationship between segments is centered on various attributes that make up the segment (in this embodiment, each attribute of the demographic attribute and the attribute obtained based on the action history correspond to each other). It can be grasped as a distance in a multidimensional space. Attributes that become categorical variables can be converted to dummy variables and then used as axes. For example, the evaluation unit 113 can determine the goodness of fit so that the higher the number of segments, the higher the goodness of fit. Also, for example, in the case of a segment using gender and age, males are set to 1, females are set to 0, and ages are 0 for teens, 0.17 for 20s, 0.33 for 30s, and 0 for 40s. The distance can be calculated after standardizing 0.5 and 50s as 0.67, 60s as 0.83, and 70 or more as 1. For example, if there are two viewer segments, a teenage male and a female in their 40s, the distance is the square of teens-40s (0-0.5) + male-female (1-0). ) Square root, which can be calculated as 1.12. If the viewer segment is female teens and female 20s, the square root of the square of teens-20s (0-0.17) + female-female (0-0) squared. , 0.17 can be calculated. The goodness of fit can be determined so that the longer this distance is, the higher the goodness of fit is. The evaluation unit 113 may not consider the segment to which the number of viewers belongs is small. For example, the evaluation unit 113 can determine the goodness of fit according to the degree of variation of segments having a predetermined number of people or more.

The audience rating calculation unit 114 calculates the audience rating based on the audience rating log. The audience rating calculation unit 114 calculates the audience rating of the program by using a conventional method, and detailed description thereof will be omitted here.

The program information transmission unit 115 transmits information (hereinafter, referred to as program information) including the viewing rate of the television program and the goodness of fit of the television program to the targeting advertisement to the user device 20. The user device 20 displays the received program information, and the broadcasting station side can determine the advertisement price based on the audience rating and also determine which TV program is the target of the addressable advertisement.

The advertisement log acquisition unit 121 acquires the advertisement log. In the present embodiment, the advertisement log acquisition unit 121 acquires the advertisement log by receiving the advertisement log transmitted from the receiver 41. The advertisement log acquisition unit 121 registers the acquired advertisement log in the advertisement log storage unit 133. In the present embodiment, the advertisement log is the same as the advertisement log collected by the receiver 41 shown in FIG. 8, but for example, information identifying the receiver 41 may be attached.

The advertisement frequency calculation unit 122 calculates the frequency at which the viewer views the advertisement. The advertisement frequency calculation unit 122 can calculate the number of times displayed per viewer (the number of advertisement logs divided by the number of viewers) for the combination of the advertisement ID and the program from the advertisement log. In addition, the advertisement frequency calculation unit 122 may perform aggregation for each day of the week, for example. Further, the advertisement frequency calculation unit 122 may count the absolute number of advertisements displayed in the program, not per viewer. Further, the advertisement frequency calculation unit 122 may, for example, set only the advertisement log in the past fixed period (for example, an arbitrary period such as 1 month, 3 months, 6 months, 1 year) as the aggregation target. Good.

The evaluation unit 113 corrects the goodness of fit according to the viewing frequency of the advertisement calculated by the advertisement frequency calculation unit 122. The evaluation unit 113 makes corrections so that the degree of conformity decreases as the viewing frequency decreases. As a result, even if the segment of the viewers of the program varies widely and the suitability of the addressable advertisement is generally high, when the awareness of the mass advertisement is not sufficiently improved, the targeting advertisement is prioritized. Where mass advertising can be more effective, such a situation can be reflected in the evaluation value. In addition, the evaluation unit 113 makes corrections so that the higher the viewing frequency, the higher the degree of conformity. As a result, even if the segment of the viewer of the program is small and the effect of the mass advertisement is generally high, if the advertisement is frequently viewed and the product is recognized, the mass advertisement Where you may feel bored or annoyed, such a situation can be reflected in the evaluation value.

FIG. 13 is a diagram showing a flow of processing executed by the evaluation device 10 of the present embodiment. The following processing is performed for each broadcasting station.

The evaluation device 10 performs the following processing for each of the television programs broadcast on the broadcasting station. That is, the similarity determination unit 111 associates the viewing log with the target information (S401). As described above, the similarity determination unit 111 calculates the similarity between the viewing behavior pattern grasped based on the viewing log and the viewing behavior pattern grasped based on the viewing information of the target information, and is similar. Correspondence can be made according to the degree.
The segment specifying unit 112 identifies the segment to which the viewer belongs based on the target information corresponding to the viewing log corresponding to the TV program (S402). One viewer may belong to a plurality of segments. The segment specifying unit 112 counts the number of viewers belonging to each segment, and sets the segment in which the counted number of viewers is a predetermined number or more as an advertising segment (S403).

The evaluation unit 113 determines the goodness of fit according to the degree of variation of the advertising segment (S404). The evaluation unit 113 can determine that the greater the degree of variation in the advertising segment, the greater the degree of suitability. As described above, the degree of variability of the advertising segments can be, for example, the number of advertising segments or the distance between the advertising segments.

The evaluation unit 113 corrects the goodness of fit according to the display frequency of the advertisement (S405). The advertisement frequency calculation unit 122 counts the number of advertisement logs (display number) for each combination of advertisement ID and program included in the advertisement log, and also counts the number of unique viewer IDs included in the advertisement log. (Number of viewers) is counted, and the number of displays is divided by the number of viewers to calculate the advertisement frequency. The evaluation unit 113 makes corrections so that the lower the calculated advertisement frequency, the lower the suitability, and the higher the advertisement frequency, the higher the suitability. For example, the evaluation unit 113 subtracts the first predetermined number from the goodness of fit when the advertisement frequency falls below the predetermined first threshold value, and when the advertisement frequency exceeds the predetermined second threshold value, the goodness of fit A second predetermined number can be added to.

The audience rating calculation unit 114 selects a viewing log corresponding to the TV program from the viewing log storage unit 131, and calculates the audience rating based on the selected viewing log (S406). The audience rating calculation unit 114 can, for example, divide the number of unique household IDs included in the selected viewing log by the number of sample households to obtain the audience rating.

After performing the above processing for each TV program, the program information transmission unit 115 creates program information including the audience rating and the goodness of fit for each TV program, and transmits the program information to the user device 20 (S407). The program information transmission unit 115 may include information for explaining the advertisement segment corresponding to the program, the number of advertisement segments, and the like in the program information.

The user device 20 can receive the program information transmitted from the evaluation device 10 and display the goodness of fit of the addressable advertisement for each program. FIG. 14 is a diagram showing an example of a screen displayed on the user device 20. As shown in FIG. 14, the user device 20 can display the audience rating and the goodness of fit of the addressable advertisement in association with the program name of each television program. The broadcasting station can determine which program to perform the addressable advertisement with reference to the output of the user device 20.

As described above, according to the evaluation device 10 of the present embodiment, it is possible to calculate the goodness of fit of whether or not the TV program is effective for the targeting advertisement (addressable advertisement) based on the viewing log. Therefore, it is possible to make only programs suitable for targeted advertising compatible with addressable advertisements, and while maintaining the effectiveness of mass advertisements that try to reach and raise awareness among many people in linear broadcasting, addressable advertisements can be used. It can be effectively adopted.

Further, according to the evaluation device 10 of the present embodiment, the segment of the viewer is specified based on the viewing log, and the goodness of fit of the targeting advertisement related to the program is determined according to the number of segments of the viewer who is viewing the program. Can be asked. Mass advertising for all viewers in TV programs watched by a wide range of viewers is effective for branding corporate images, but is effective for advertising products with a limited user base. Inferior in sex. According to the evaluation device 10 of the present embodiment, when the number of viewer segments is large, it can be evaluated that the targeting advertisement is effective, so that users such as broadcasting stations, advertisers, and advertising agencies can use the book. With reference to the evaluation by the evaluation device 10 of the embodiment, it is possible to easily grasp which program is suitable for the addressable advertisement.

Further, according to the evaluation device 10 of the present embodiment, the goodness of fit is determined according to the number of viewers belonging to the segment. Therefore, it is possible to determine the goodness of fit in consideration of the number of viewers who are the target of the targeted advertisement while dividing it into segments, and it is possible to accurately evaluate the usefulness of the targeted advertisement in the program.

Further, according to the evaluation device 10 of the present embodiment, the goodness of fit can be corrected according to the display frequency of the advertisement. Therefore, even if the audience segment varies widely and it is evaluated as suitable for addressable advertising, the frequency of advertisement display is low, and the brands and products targeted for advertising (including services; the same shall apply hereinafter). Where there may be situations where the awareness of is not increasing, the goodness of fit can be corrected in light of such situations. In addition, even if the viewer segment variation is small and it is evaluated that it is not very suitable for addressable advertisement (suitable for mass advertisement), the advertisement is frequently displayed and the brand or product to be advertised. Is well-recognized, and there may be situations where mass advertising can make brands and products feel rather boring or annoying. Correct the suitability in light of such situations. Can be done.

Further, according to the evaluation device 10 of the present embodiment, the targeting information includes demographic attributes and behavioral history, and targeting advertisements according to attributes such as age, gender, income, and occupation can also be viewed and viewed. It is possible to obtain the goodness of targeting advertisement including behavioral targeting according to behavior such as click history and purchase history.

Further, according to the evaluation device 10 of the present embodiment, the goodness of fit can be transmitted to the user device 20 together with the audience rating. Therefore, on the user side, it is possible to perform a simulation when the program is made compatible with addressable advertisements while assuming an advertisement fee according to the audience rating.

Further, according to the evaluation device 10 of the present embodiment, the viewing log and the target information can be associated with each other according to the degree of similarity such as the viewing pattern, and the segment of the viewer can be estimated based on the target information. Therefore, it is possible to segment the viewers of the television program which is a linear broadcast by using the browsing history (behavior history) of the Web browser on the Internet. Therefore, the TV program can be evaluated from the viewpoint of the target segment of the targeting advertisement based on a wide range of attributes, behavior history, etc., as well as the basic information of the viewer.

Although the present embodiment has been described above, the above embodiment is for facilitating the understanding of the present invention, and is not for limiting and interpreting the present invention. The present invention can be modified and improved without departing from the spirit thereof, and the present invention also includes an equivalent thereof.

For example, in the present embodiment, the viewing log and the target information are associated with each other, and the segment of the viewer is specified based on the target information. However, the viewer attribute stored in the viewing log storage unit 131 is used. You may want to ask for a segment of the viewer.

Further, in the present embodiment, the viewing log is collected by using a log recording device installed in the sample household, but the present invention is not limited to this, and for example, instead of or in addition to the viewing log by the log recording device. , The viewing log (device log) recorded in the television receiver may be used. As for the device log, the television receiver may specify which viewer watched the program by an action such as pressing a button by the viewer, or machine learning the viewing log collected by the log recording device. It is also possible to estimate what kind of household composition and which member watched which program from the device log.

In addition, the TV receiver links mobile devices such as smartphones and tablet computers, and the TV receiver recognizes the mobile devices that exist in the vicinity when outputting video, thereby identifying the individual viewer and using it as a device log. It can be recorded.

Further, in the present embodiment, the audience rating calculation unit 114 calculates the audience rating based on the viewing log, but the present invention is not limited to this, and the input of the audience rating calculated elsewhere may be accepted. For example, the audience rating calculation unit 114 may receive information indicating a program and the audience rating of the program indicated by the information from the user, or may use another computer (for example, a database server) that stores the audience rating. ) May be accessed to obtain the audience rating for each program.

Further, in the present embodiment, the goodness of fit of the addressable advertisement is transmitted to the broadcasting station, but the program information may be transmitted to a user device used by a user such as an advertiser or an advertising agency. Good. In this case, it is possible for the advertiser side of the advertisement, such as an advertiser or an advertising agency, to request the broadcasting station to make a program with a high degree of conformity into an addressable advertisement.

Further, in the present embodiment, the target information includes the demographic attribute of the viewer and the action history, but only one of them may be used, for example, the habit, hobby, preference, etc. of the viewer. Psychographic attributes that analyze values may be included. In addition, geographic information based on the position collected by GPS or the like may be included. Further, the search history including the search keyword input to the search engine may be included.

Further, in the present embodiment, the target information is collected by questionnaire survey, analysis of cookies of the Web browser, etc., but instead of or in addition to this, the access log on the website side and the store It is also possible to collect the sales history in the above, the click history measured by the operator of the advertisement distribution service, and the like. Further, the TV receiver may cooperate with a mobile device such as a smartphone or a tablet computer to acquire various historical information such as operation information of the mobile device from the linked mobile device and record it as a device log.

Further, in the present embodiment, only the segments to which the number of viewers of a predetermined number or more belong are counted, but the present invention is not limited to this, and for example, the number of segments is totaled after weighting by the number of viewers. The goodness of fit may be calculated. Further, the number of viewers may be totaled after weighting according to the attributes of the viewers, and the number of segments may be counted according to the number of weighted viewers. For example, for a program that is watched by a small number of wealthy people, there may be a need to develop targeting advertisements targeting only the wealthy people, and the suitability of the targeting advertisement is determined in consideration of these needs. It becomes possible.

Further, in the present embodiment, all the advertisement logs are created in the receiver 41, but the receiver 41 is not limited to this, and the receiver 41 creates only the advertisement log related to the addressable advertisement, and which viewing is performed together with the advertisement log. A viewing log indicating which channel the person was watching during which period may be transmitted to the evaluation device 10. In this case, the evaluation device 10 accesses the server computer of the broadcasting station or accepts input from the operator to display linear advertisement information indicating which advertisement is displayed on which channel when (at what date and time). It may be acquired, and based on the linear advertisement information and the advertisement log of the addressable advertisement, it may be determined which advertisement was viewed by which viewer and when.

Further, in the present embodiment, the evaluation unit 113 corrects the suitability of the addressable advertisement according to the viewing frequency without considering the advertiser, but the correction may be performed in consideration of the advertiser. For example, the advertisement frequency calculation unit 122 totals the number of impressions of the advertisement per viewer for the combination of the advertiser and the program, and calculates how many times the advertisement related to the advertiser has been viewed in the program. The evaluation unit 133 can make corrections according to the calculation result. As a result, for example, when some patterns of advertisements are placed as branding advertisements of advertisers, the advertisements are switched to addressable advertisements according to the number of impressions (frequency) estimated that the advertiser's brand recognition has increased. It is possible to evaluate the goodness of fit that can be judged as described above.

Further, in the present embodiment, the evaluation unit 113 corrects the suitability of the addressable advertisement according to the viewing frequency without considering the specific product, but the correction should be made in consideration of the specific product. You may. For example, the advertisement frequency calculation unit 122 totals the number of impressions of the advertisement per viewer for the combination of the product and the program targeted for advertisement in each advertisement, and what is the advertisement related to the product in the program. It is possible to calculate whether or not the program has been viewed a number of times, and the evaluation unit 133 can make a correction according to the calculation result. As a result, for example, when several patterns of advertisements are placed as product advertisements, it is determined to switch to addressable advertisements according to the number of impressions (frequency) estimated that the recognition of the product has increased. It is possible to evaluate the possible goodness of fit.

Further, in the present embodiment, when the goodness of fit is less than the first threshold value and equal to or higher than the second threshold value, it is determined whether or not to output the addressable advertisement with a probability according to the goodness of fit. It may be decided not to output the addressable advertisement whenever the degree is less than the first threshold value, or even when the goodness of fit is equal to or more than the first threshold value or the goodness of fit is less than the second threshold value. It may be decided whether or not to output the addressable advertisement with a probability according to the goodness of fit.

Further, in the present embodiment, when the goodness of fit is less than the second threshold value, the addressable advertisement is not output, but for example, it belongs to a segment different from the segment used in the calculation process of the goodness of fit. When the viewer is watching, the addressable advertisement may be output. In this case, the goodness-of-fit transmission unit 116 of the evaluation device 10 attaches the specified segment of the viewer to the goodness of fit and transmits it to the receiver 41, and the goodness-of-fit storage unit 434 of the receiver 41 uses the program ID and the program ID. , The segment and the goodness of fit are stored in association with each other, and the addressable advertisement output unit 413 stores the segment to which the viewer specified by the viewer identification unit 411 belongs when the goodness of fit is less than the second threshold value. (It is assumed that the viewer information includes information for identifying the viewer's segment such as the demographic attribute), and the identified segment corresponds to the program ID in the goodness-of-fit storage unit 434. If it is not included in the segment to be output, it can be determined that the addressable advertisement is output, and the process from step S507 of FIG. 7 can be performed.

10 Evaluation device 20 User device 41 Receiver 111 Similarity determination unit 112 Segment identification unit 113 Evaluation unit 114 Audience rating calculation unit 115 Program information transmission unit 131 Viewing log storage unit 132 Target information storage unit 411 Viewer identification unit 412 Video / audio processing 413 Addressable advertisement output unit 414 Advertisement identification unit 415 Advertisement log transmission unit 416 Conformity reception unit 431 Viewer information storage unit 432 Advertisement storage unit 433 Advertisement log storage unit 434 Conformity storage unit

Claims (3)

A system that delivers advertisements
It is configured to include a receiver that outputs a television program and an evaluation device that evaluates the television program.
The evaluation device is
A viewing log storage unit that stores a viewing log that identifies a viewer who has viewed the TV program,
A target information storage unit that stores target information that identifies the segment to which the viewer belongs,
Based on the viewing log and the target information, a segment specifying unit that identifies an advertising segment that is the segment to which the viewer who has watched the TV program belongs.
An evaluation unit that evaluates the suitability of the targeting advertisement related to the TV program according to the degree of variation of the advertisement segment.
A goodness-of-fit transmitter that transmits the goodness of fit,
With
The receiver is
The targeting advertisement acquisition department that acquires the targeting advertisement data for outputting the targeting advertisement, and
The goodness-of-fit acquisition unit for acquiring the goodness of fit and
An advertisement output unit that determines whether or not to output the targeting advertisement according to the goodness of fit.
An advertisement distribution system characterized by being equipped with. The advertisement distribution system according to claim 1.
The advertisement output unit determines whether or not to output the targeting advertisement with a probability according to the goodness of fit.
An advertisement distribution system featuring. The advertisement distribution system according to claim 1 or 2.
The goodness-of-fit transmission unit transmits the goodness of fit with the advertising segment attached.
The receiver further includes a viewer identification unit that identifies the segment to which the viewer who is currently watching the television program belongs.
The advertisement output unit includes the segment of the viewer specified by the viewer identification unit in the advertisement segment attached to the goodness of fit when the goodness of fit is less than a predetermined threshold value. If not, decide to output the targeted advertisement,
An advertisement distribution system featuring.