JP2022086302A - Advertisement provision system and advertisement provision method - Google Patents

Abstract

To provide an advertisement provision system and an advertisement provision method capable of providing an overlay advertisement without causing a viewer to be bothered.SOLUTION: An advertisement provision system S that provides an advertisement by using a program distribution company 4 that distributes a display image including an advertisement display area A on which advertisement information can be superimposed, and a monitor 31 that displays the distributed display image includes a first camera 32 that detects the line of sight of a user who sees the image displayed on the monitor 31, a meaningful area setting unit 41 that detects a meaningful area P that displays an important portion of the image in the image, and an advertisement synthesis unit 45 that controls a second image (advertisement information) superimposed on the advertisement display area A, and the advertisement synthesis unit 45 superimposes and displays the second image on the advertisement display area A when a visual object L does not exist in the meaningful area P.SELECTED DRAWING: Figure 1

Description

The present invention provides an advertisement that provides advertisement information by using an image management means that distributes an image including an advertisement posting area on which advertisement information can be superimposed, and an image display means that displays an image distributed from the image management means. Regarding the system and the method of providing advertisements.

Conventionally, it has been used for advertisement display areas that form a part of video information (hereinafter referred to as the first image) such as movies, for example, standing signs projected as part of the landscape in the image, street vision displays, and the like. There is known a technique for synthesizing advertising information of an actual product or service (hereinafter referred to as a second image) to create a program content which is a new display image and providing this program content to a viewer (user). There is.

The mapping system of Patent Document 1 includes a display for displaying a received display image, a data control means for inputting a base data stream (first image) composed of metadata and the like to create data to be transmitted to the display, and an advertisement. A new compositing condition setting means for inputting a composite data stream (second image) consisting of the above and the like to set compositing conditions, and a new compositing condition setting means for compositing the composite data set by the compositing condition setting means with the advertisement display area of the base data. It is equipped with a compositing means for creating a display image (program content).

An object (visual object) to which the viewer's line of sight is directed tends to be used as a viewer's intention index because it reflects the viewer's interest, presence / absence of recognition, and the degree thereof.
The car navigation system of Patent Document 2 includes a line-of-sight detection means for detecting a driver's line of sight, a display means for displaying a map of a traveling direction, and an audible instruction means for instructing a driver in an audible manner. It has a control means for controlling each of these devices, and the control means displays a map when the driver's line of sight is directed to the display means, and the driver when the driver's line of sight is not directed to the display means. Providing audible direction information to.

Special table 2016-515327 Special table 2014-516181

The mapping system of Patent Document 1 can synthesize advertisement information scheduled to be displayed in advance in the advertisement display area on the screen at a predetermined time or at a predetermined cycle, and the viewer can watch the program content. At this timing, the advertisement information superimposed on the advertisement display area (hereinafter referred to as overlay advertisement) can be naturally displayed as a part of the landscape.
However, in the technique of Patent Document 1, the overlay advertisement may be displayed when the viewer is concentrating on the program content, so that the viewer who is watching the program feels annoyed by the overlay advertisement. There is a risk.

The viewer has a gaze mechanism of selecting conspicuous information (pop-up target) from visual information at a speed of ¹⁰⁹ Bit / s. The viewer unconsciously (reflexively) selects bottom-up attention and top-down attention according to the state of concentration of consciousness.
Bottom-up attention is passive attention by the process of recognizing and processing objects that stand out by having physical features that clearly distinguish them from other objects in the field of view. Top-down attention is active attention by the process of deciding a target feature within oneself and intentionally selecting and recognizing an object based on the feature.

Therefore, for example, when a viewer concentrates on watching a soccer broadcast, which is a sports program, the viewer pays top-down attention to the ball or the player who operates the ball.
On the other hand, when the advertisement information is displayed in the advertisement display area embedded in the fence, the viewer reflexively pays bottom-up attention to the overlay advertisement that suddenly appears.
In an advertisement, an image for display is usually composed of elements (brightness, hue, direction, etc.) with high attractiveness (also referred to as visual prominence or salience), and an ergonomically highly attractive area is viewed. It attracts the person's line of sight in a conditioned reflexive manner. Therefore, bottom-up attention becomes stronger.
That is, it is not easy for the viewer to provide the overlay advertisement without being bothered.

An object of the present invention is to provide an advertisement providing system, an advertisement providing method, and the like capable of providing an overlay advertisement without causing the viewer to be bothered.

The invention of claim 1 provides an advertisement by using an image management means for delivering an image including an advertisement posting area on which advertisement information can be superimposed, and an image display means for displaying the image delivered from the image management means. In the advertisement providing system, a line-of-sight detecting means for detecting the line of sight of a viewer viewing the image, a meaningful area detecting means for detecting a meaningful area for displaying an important part of the image in the image, and the advertisement posting. The advertisement display control means has an advertisement display control means for controlling the advertisement information superimposed on the area, and the advertisement display control means superimposes the advertisement information on the advertisement display area when the line of sight of the viewer does not exist in the meaningful area. It is characterized by displaying.

Since this advertisement providing system has a line-of-sight detecting means for detecting the line of sight of the viewer who sees the image, it is possible to determine a line-of-sight target that attracts the line of sight of the viewer. Since it has a meaningful area detecting means for detecting a significant area displaying an important part of the image in the image, it is possible to detect a meaningful area that the creator wants the viewer to be interested in and look at. , Can be displayed visually. Since the advertisement display control means for controlling the advertisement information superimposed on the advertisement display area is provided, the advertisement information can be displayed without separately requiring an advertisement display time for interrupting the image. The advertisement display control means superimposes and displays the advertisement information on the advertisement display area when the line of sight of the viewer does not exist in the meaningful area, so that the viewer is in a distracted state with respect to the image and has a low concentration. At that time, the advertisement information can be displayed without disturbing the concentration state of the viewer.

The invention of claim 2 has the attraction degree detecting means which can detect the degree of attraction of the said meaning area in the invention of claim 1, and the advertisement display control means has the said viewer's line of sight to the said meaning area. When present in the above, it is characterized in that the display form of the advertisement information superimposed and displayed is changed according to the degree of attraction of the meaning area.
According to this configuration, it is possible to change the display form of the advertisement information according to the degree of concentration of the viewer.

According to a third aspect of the present invention, in the second aspect of the present invention, the advertisement display control means prohibits the display of the superimposed advertisement information when the degree of attraction of the meaningful area is lower than a predetermined threshold value. It is characterized by.
According to this configuration, when the viewer is immersed in the image and has a high concentration, the display of the advertisement information is prohibited, so that the viewer's concentration is not hindered.

The invention of claim 4 has the attraction degree detecting means which can detect the degree of attraction for each area divided in association with the displayed image in the invention of claim 1, and the advertisement display control means said | viewing | viewing. When the line of sight of the person moves from the meaningful area to the outside of the meaningful area, the display form of the superimposed display advertisement information is changed according to the degree of attraction of the moved destination.
According to this configuration, the degree of attraction of the advertising information can be set according to the degree of concentration of the viewer.

The invention of claim 5 is the invention of claim 4, wherein the advertisement display control means said the advertisement to be superimposed and displayed when the degree of attraction of the moved destination is high and the degree of attraction of the moved destination is low. It is characterized by increasing the degree of attraction of information.
According to this configuration, when the degree of attraction of the destination is high, the line of sight is reflexively attracted to the degree of attraction and the movement is in a dull state (low concentration). It is possible to increase the degree of advertisement recognition. When the degree of attraction of the destination is low, the line of sight intentionally moves to the conscious object (medium concentration), so that the degree of attraction of the advertisement can be lowered to avoid obstruction of the concentration state.

The invention of claim 6 provides an advertisement by using an image management means for delivering an image including an advertisement posting area on which advertisement information can be superimposed, and an image display means for displaying the image delivered from the image management means. In the method of providing an advertisement, a line-of-sight detection step for detecting the line of sight of a viewer viewing the image, a meaningful area detection step for detecting a meaningful area for displaying an important part of the image in the image, and the viewer. It is characterized by having an image display step of superimposing and displaying the image information on the advertisement display area when the line of sight of the above does not exist in the meaningful area.
According to this configuration, basically the same effect as that of claim 1 can be obtained.

According to the advertisement providing system and the advertisement providing method of the present invention, by determining the concentration degree based on the line of sight and the degree of attraction of the viewer, the viewer can provide the overlay advertisement without being bothered.

It is a block diagram which shows the functional structure of the advertisement providing system which concerns on Example 1. FIG. In a screen example of a soccer broadcast program, (a) shows a line-of-sight image in which a meaningful area is a visual target, and (b) shows a line-of-sight image in which a meaningful area is not a visual target. In the screen example of a movie program, (a) shows a line-of-sight image in which a meaningful area is a visual target, and (b) shows a line-of-sight image in which a meaningful area is not a visual target. In the screen example of a news news program, (a) shows a line-of-sight image in which a meaningful area is a visual target, and (b) shows a line-of-sight image in which a meaningful area is not a visual target. It is a flowchart of advertisement display control processing. It is a graph which shows the relationship between the degree of attraction and the frequency of eyes. It is a graph which shows the relationship between the degree of attraction and the probability.

Hereinafter, embodiments of the present invention will be described in detail with reference to the drawings.
The following description exemplifies the application of the present invention to an advertisement providing system, and does not limit the present invention, its application, or its use.

Hereinafter, Example 1 of the present invention will be described with reference to FIGS. 1 to 7.
As shown in FIG. 1, the advertisement providing system S is composed of a video production company 1 (image management means), an advertisement production company 2, a user area 3, and a program distribution company 4 as main components, and is a network. By 5, each is connected so as to be able to communicate with each other.
The following description includes a description of the advertisement providing method.

Based on the client's request, the video production company 1 produces program information (hereinafter referred to as the first image), which is image content such as sports broadcasts, movies, dramas, varieties, and news reports, and distributes it on the network 5. There is. The video production company 1 extracts, for example, a storage unit 11 for storing a plurality of first images and a first image designated from the stored first images in real time from the storage unit 11. It is provided with a video control unit 12 or the like that performs predetermined processing on the first image and transmits the first image.

Based on the client's request, the advertisement production company 2 produces still image or video advertisement information (hereinafter referred to as the second image), which is image content that motivates the purchase of products and services, and distributes it on the network 5. There is. The advertisement production company 2 extracts, for example, a storage unit 21 for storing a plurality of second images and a second image designated from the stored second images in real time from the storage unit 21. It includes an advertisement control unit 22 and the like for transmitting a second image. The video production company 1 and the advertisement production company 2 may be plural, respectively, or only one of them may be plural.

The user area 3 is, for example, a home (location) where a user who is a viewer usually lives.
As shown in FIG. 1, the user area 3 includes a display monitor 31 (image display means) for the user to view at home, a first camera 32, a second camera 33, a directional speaker 34, and a controller 35. It is the main component.
The monitor 31 is a liquid crystal display panel, a plasma display panel, or the like capable of displaying a display image (hereinafter referred to as program content) distributed by the program distribution company 4.

The first camera 32 is integrally mounted on the display surface side of the monitor 31 so as to face the user, and mainly captures a face region including the user's eyes. The second camera 33 is arranged behind or to the side of the user independently of the first camera 32, and mainly captures the surrounding situation (living environment) around the user. The first and second cameras 32 and 33 are image sensors such as a CCD (Charge Coupled Device) or a CMOS (Complementary Metal Oxide Semiconductor). The directional speaker 34 is configured to be beamforming by, for example, five omnidirectional ECMs (Electret Condenser Microphones) arranged in front of the upper surface of the monitor 31.

The controller 35 processes the image pickup information captured by the first and second cameras 32 and 33, and creates a user's line-of-sight image, a user's peripheral image, and the like based on the captured image pickup information. The controller 35 controls the operation of the monitor 31 and the directional speaker 34 to display the program content distributed by the program distribution company 4 to the user.
As shown in FIG. 1, the controller 35 has a line-of-sight calculation unit 36, a display control unit 37, and the like.

The line-of-sight calculation unit 36 processes the image pickup information captured by the first camera 32 to create a user's face image, and processes the image pickup information captured by the second camera 33 to create a user's peripheral image. is doing. Further, the line-of-sight calculation unit 36 detects the direction of the user's face and the direction of the black eye (pupil) portion based on the user's face image, calculates the line-of-sight direction based on these, and monitors 31 currently being viewed by the user. A line-of-sight image is created in which the line-of-sight target L, which is the destination (gazing point) of the user's line of sight, is combined with the display image (program content) of the above (see FIGS. 2 to 4).

The display control unit 37 controls the monitor 31 so as to display the program content.
Further, when the display control unit 37 displays a highly attractive advertisement in the advertisement display area A described later, the display control unit 37 controls the directional speaker 34 to set the phase of the audio signal by a delayer to transmit a signal in the advertisement display area A direction. It is configured so that the sound source can be localized by emphasizing it. This sound source separation function is used to guide the user's line-of-sight direction to a highly attractive advertisement (advertisement posting area A).

The program distribution company 4 creates a program content by synthesizing the first image and the second image, and sequentially distributes the program content to the user area 3 (controller 35).
Further, the program distribution company 4 requests the advertisement production company 2 for a second image corresponding to the attributes of the user area 3 (for example, nationality, address, family structure, user's age, etc.) to be distributed at a predetermined timing. The second image corresponding to the request is received from the advertisement production company 2.

As shown in FIG. 1, the program distribution company 4 includes a meaningful area setting unit 41 (meaningful area detection means), an attraction degree determination unit 42 (attraction degree detection means), a concentration degree determination unit 43, and an advertisement specification. It includes a setting unit 44, an advertisement synthesis unit 45, a distribution control unit 46, and the like.
The advertisement specification setting unit 44 and the advertisement synthesis unit 45 correspond to the advertisement display control means.

The meaningful area setting unit 41 sets a so-called meaningful area P (P1, P2), which is a region for displaying an important part of the images in the video in the first image received from the video production company 1.
The meaningful area P is an area in which the creator wants the viewer to be interested and look at it.
Therefore, the meaningful area P includes a first meaningful area P1 spontaneously formed by the attributes of the program and a second meaningful area P2 intentionally created by the creator in advance. Existing.

The first significant region P1 is spontaneously formed on the spot by the behavior of the contestants (performers). As shown in FIGS. 2A and 2B, for example, in the case of a soccer broadcast program, the ball, the player who operates the ball, and the player who stays in the vicinity of the ball are set as the setting conditions of the meaningful area. A spatial region in which people and objects that satisfy these conditions exist is set as a significant region P1. In the case of the meaningful region P1, since the region in which the viewer is interested and wants to turn his / her gaze is not known in advance, the significant region is determined with the passage of time.
Note that FIG. 2A is a line-of-sight image of a scene in which an enemy and an ally are confused and fight for a ball, and FIG. 2B is a line-of-sight image of a scene waiting for a corner kick. The user's line of sight is concentrated in the meaningful area P1 of FIG. 2 (a), but the user's line of sight is not concentrated in the significant area P1 of FIG. 2 (b).

The second significant area P2 is intentionally created in advance by the intention of the creator.
As shown in FIGS. 3 (a) and 3 (b), for example, in the case of a movie program, an area is set in which the viewer is interested in and wants to look at the viewer due to the speculation of the scriptwriter or the director. A meaningful region P2 consisting of facial expressions and movements of an actor exists in the first image in advance. Note that FIG. 3A is a line-of-sight image of a dinner scene at a restaurant, and FIG. 3B is a line-of-sight image of a scene in which an injured actor hangs down. The user's line of sight is concentrated in the meaningful area P2 of FIG. 3 (a), but the user's line of sight is not concentrated in the significant area P2 of FIG. 3 (b).

As shown in FIGS. 4 (a) and 4 (b), for example, in the case of a news news program, a meaningful area P2 consisting of a caster and a monitor screen exists at the discretion of the producer. Note that FIG. 4 (a) is a line-of-sight image of a scene where the user's favorite caster explains the news that the user is interested in, and FIG. 4 (b) explains the news that the caster who is not interested in the user is not interested in. It is a line-of-sight image of the scene. The user's line of sight is concentrated in the meaningful area P2 of FIG. 4 (a), but the user's line of sight is not concentrated in the significant area P2 of FIG. 4 (b).
Hereinafter, when it is not necessary to distinguish between the meaningful region P1 and the significant region P2, both will be collectively referred to as the significant region P.

The attraction degree determination unit 42 determines the attraction degree for each area divided in association with the displayed image in the first image received from the video production company 1. The divided area is, for example, a structural area in an image, a spatial area, or a divided area related to post-processing such as a meaningful area P and other areas. The degree of attraction, also referred to as visual prominence or salience, is defined as the ease with which the user's gaze can be gathered, as defined solely by physical visual stimuli (brightness, hue, edge orientation, etc.). If factors such as the user's interests and intentions are not taken into consideration, the area of the visual field with a high degree of attraction is naturally watched in terms of ergonomics.

The attraction degree determination unit 42 calculates the attraction degree of the visual stimulus that does not depend on the feature as the scalar amount for the first image and the peripheral image of the user, and expresses them as a two-dimensional attraction degree map. Since this method of creating an attraction map is a known technique, detailed description thereof will be omitted.

The concentration degree determination unit 43 classifies the mental state of the user into four states of a distracted state, a distracted state, a collecting state, and an immersed state, and determines the concentration degree based on these states.
The concentration degree determination unit 43 determines the concentration degree using the line-of-sight image received from the controller 35 and the meaning area P set by the meaning area setting unit 41.
When the visual object L (the user's gaze point) does not exist in the meaningful region P, it is in a distracted state and the low concentration is determined. Specifically, the time during which the visual object L stays in the significant region P is based on the time ratio (for example, 40%) or more of the visual target L staying in the significant region P in the determination time. If it is less than 40%, it is determined that the visual object L does not stay in the significant region P.

The concentration degree determination unit 43 determines the degree of concentration of the user by using the significance area P set by the meaning area setting unit 41 and the degree of attraction for each area determined by the attraction degree determination unit 42.
Specifically, when the degree of first attraction of the significant region P in which the visual object L stays is equal to or less than the first threshold value, it is an immersive state and a high concentration degree is determined. When the user dares to look at the meaningful area P, which has a lower degree of attraction than the other areas, the user is in a state of being absorbed in the program.

In order to further subdivide the state excluding the distracted state and the immersive state, the concentration ratio determination unit 43 determines the distracted state and the injection collecting state based on the degree of attraction (second degree of attraction) of the destination of the line of sight.
When the user's line of sight moves from the meaningful area P to a place other than the meaningful area P, the concentration degree determination unit 43 determines the psychological state of the user by using the second degree of attraction of the destination. This is because visual attention and saccade eye movements are closely related to the user's concentration.

Even if the visual object L (gaze point) exists in the meaningful area P, the user's consciousness is not necessarily directed (interested). Even if it is a visual object L, it may not be a conscious object. Therefore, when the user's line of sight moves from the meaningful region P, the state up to immediately before is determined using the degree of attraction.
Specifically, when the second attraction degree of the destination to which the user's line of sight has moved is equal to or less than the second threshold value (first threshold value <second threshold value), the injection collection state (medium concentration degree) is determined. It is presumed that the user intentionally turned his or her gaze on the conscious object to pay attention to the object with a low degree of attraction.
When the second attraction degree is larger than the second threshold value, the involuntary state (low concentration degree) is determined.
It is presumed that gazing at a subject with a high degree of attraction unconsciously turned the line of sight to the meaningful area P before moving.

The advertisement specification setting unit 44 changes the degree of attraction of the second image to be combined with the first image according to the degree of concentration of the user. The advertisement specification setting unit 44 sets the degree of attraction of the second image to a low degree of attraction when the degree of concentration is medium, and sets the degree of attraction of the second image to a high degree of attraction when the degree of concentration is low.
When the degree of attraction of the second image is set to a high degree of attraction, for example, the brightness or the brightness of the color of the advertisement character is increased, or the movement of the advertisement is increased. If the degree of attraction is low, the reverse of the above is performed.
As a result, when the concentration is medium, the user's viewing is avoided, and when the concentration is low, the user's line of sight is attracted to the monitor 31 and the user's purchasing motivation is promoted. At the time of high concentration, the second image is not combined with the first image, so that the degree of attraction of the second image is not set.

The advertisement synthesizing unit 45 performs predetermined processing on the second image in which the degree of attraction is set, and synthesizes the second image with the advertisement posting area A of the first image to generate a display image (program content).
The advertisement synthesizing unit 45 forms an overlay advertisement in which a second image is superimposed as a part of the first image on the advertisement posting area A constituting a part area of the first image.
As shown in FIGS. 2 (b), 3 (b), and 4 (b), the advertisement posting area A constitutes a part of the first image. Specifically, the advertisement posting area A is a plain (green) fence of a soccer field in FIG. 2, a decorative monochromatic plate mounted on the wall of a restaurant in FIG. 3, and a news room in FIG. It is set on the display board of the program title installed on the wall of.
The distribution control unit 46 distributes the program content generated by the advertisement synthesis unit 45 to the controller 35 (user area 3).

Next, an example of the advertisement display control process will be described with reference to the flowchart shown in FIG. In the figure, Si (i = 1, 2, ...) Indicates each step.
First, necessary information is taken in (S1) as appropriate, and the process proceeds to S2.
In S2, in a situation where the user is viewing a predetermined program content, the user's line-of-sight image and the user's peripheral image are sequentially created, and the process proceeds to S3.

In S3, a meaningful area P of the display image to be viewed by the user is set, and the process proceeds to S4.
In S4, the degree of attraction for each area of the display image to be viewed by the user and the peripheral image of the user is calculated, and the process proceeds to S5.

In S5, it is determined whether or not the user's visual target L is outside the meaningful region P in a predetermined determination time. As a result of the determination in S5, when the user's visual target L is outside the meaningful area P, the user is not interested in the program content, so the process proceeds to S6. As a result of the determination in S5, when the visual object L of the user exists in the meaningful region P, it is presumed that the user is interested in the program content, so the process proceeds to S11.

In S6, it is determined whether or not the user's visual target L is outside the meaningful region P in the previous time as well.
As a result of the determination of S6, when the user's visual target L is also outside the meaningful area P in the previous time, the user is not interested in the program content and is low because the user continues to look outside the meaningful area P. It is determined to be the degree of concentration (S7). As a result of the determination of S6, when the previous visual target L is inside the significant region P and is out of the significant region P for the first time this time, the process shifts to S10.

In S10, it is determined whether or not the previous visual target L is within the meaningful region P, and this time, the second attractiveness, which is the attractiveness of the line-of-sight movement destination, is larger than the second threshold value.
As a result of the determination of S10, when the second degree of attraction is larger than the second threshold value, the line of sight that was vaguely looking at the significant region P was reflexively guided to a higher degree of attraction, so that the process shifts to S7.
As a result of the determination of S10, when the second degree of attraction is less than or equal to the second threshold value, the line of sight focused on the meaningful area P is consciously directed to the conscious object with a lower degree of attraction, so the process shifts to S12. do.

As shown in FIG. 6, the relationship between the degree of attraction of the entire display image and the frequency due to the line of sight of a general user is the characteristic D1 that protrudes upward, and the degree of attraction of the significant region P and the frequency due to the line of sight of a general user. The relationship is the characteristic D2 that protrudes upward in the high attractiveness region.
FIG. 7 shows a graph obtained by converting FIG. 6 into a relationship between the degree of attraction and the line-of-sight probability of a general user.
As shown in FIG. 7, the characteristic D3 of the significant region P occupies a region of about 70% or more in a region having a high degree of attraction, for example, an average value + a standard deviation or more. It is presumed that this is because, in the meaningful region P, in addition to the elements such as luminance, the elements such as movement become large. Therefore, when the visual object L moves out of the meaningful region P, if the degree of attraction of the destination is low, the user consciously directs the line of sight to the object of interest.

Returning to the description of the flowchart of FIG.
After S7, the sound source is localized by the sound source separation function of the directional speaker 34 to guide the user's line of sight to the advertisement posting area A (S8), and the advertisement of the second image with a high degree of attraction is displayed in the advertisement posting area A. (S9), return. Here, when the user continues to look outside the meaningful area P (YES in both S5 and S6), the second image displayed in the advertisement posting area A in order to attract the user's line of sight to the monitor 31. The degree of attraction is set to be higher than the degree of attraction of the user's peripheral image (living space including furniture, curtains, etc.).

In S11, it is determined whether or not the first attraction degree of the meaningful region P in which the visual object L of the user exists is larger than the first threshold value. As a result of the determination in S11, when the first attraction degree is larger than the first threshold value, it is determined to be a medium concentration degree because the user is in a collecting and ordering state in which he / she is interested in the program content (S12). After S12, the advertisement of the second image having a low degree of attraction is displayed in the advertisement posting area A (S13), and the advertisement is returned. Display advertisements so as not to interfere with the viewing of users in the collection state.

As a result of the determination in S11, when the first attraction degree is equal to or less than the first threshold value, it is determined that the degree of concentration is high because the user is immersed in the program content (S14). This is to create an environment in which the user can completely concentrate and watch the program content.
After S14, the advertisement display in the advertisement posting area is prohibited (S15), and the product returns.

Next, the operation and effect of the advertisement providing system S will be described.
According to the advertisement providing system S, since the first camera 32 that detects the line of sight of the user who sees the image displayed on the monitor 31, the line of sight target L (the user's gaze point) that attracts the line of sight of the user is determined. can do. Since it has a meaningful area setting unit 41 for detecting a meaningful area P that displays an important part of the image in the image, it is possible for the creator to detect the meaningful area P that the creator wants the user to be interested in and look at. It can be displayed visually.
Since the advertisement synthesis unit 45 that controls the second image (advertisement information) superimposed on the advertisement display area A is provided, the second image can be displayed without separately requiring an advertisement display time for interrupting the image. .. Since the advertisement synthesizing unit 45 superimposes and displays the second image on the advertisement posting area A when the visual object L does not exist in the meaningful area P, the user is in a distracted state with respect to the image and the user has a low concentration. The second image can be displayed without disturbing the concentration state of.

The advertisement synthesis unit 45 has an attraction degree determination unit 42 capable of detecting the attraction degree of the meaningful area P, and the advertisement synthesis unit 45 superimposes according to the attraction degree of the meaningful area P when the visual object L exists in the significant area P. Since the display form of the displayed second image is changed, the display form of the second image can be changed according to the degree of concentration of the user.

When the degree of attraction of the meaningful region P is lower than a predetermined threshold value, the advertisement synthesizing unit 45 prohibits the display of the second image without superimposing the second image. As a result, when the user is immersed in the image and has a high concentration, the display of the second image, which is the advertisement information, is prohibited, so that the concentration state of the user is not hindered.

The advertisement specification setting unit 44 has an attraction degree determination unit 42 capable of detecting the degree of attraction for each area divided in association with the displayed image, and the visual target L moves from the meaningful area P to the outside of the meaningful area P. At that time, since the display form of the second image superimposed and displayed according to the degree of attraction of the moved destination is changed, the degree of attraction of the second image can be set according to the degree of concentration of the user.

The advertisement specification setting unit 44 increases the degree of attraction of the second image to be superimposed and displayed when the degree of attraction of the moved destination is high and the degree of attraction of the moved destination is low.
As a result, when the degree of attraction of the destination is high, the line of sight is reflexively attracted to the degree of attraction and the movement is in a dull state (low concentration). The degree of recognition can be increased. When the degree of attraction of the destination is low, the line of sight intentionally moves to the conscious object (medium concentration), so it is possible to reduce the degree of attraction of the second image to avoid obstruction of the concentration state. can.

This advertisement providing method uses a program distribution company 4 that distributes an image including an advertisement posting area A on which advertisement information can be superimposed, and a monitor 31 that displays a display image distributed from the program distribution company 4. In the provided advertisement providing method, a line-of-sight detection step for detecting the line of sight of the user who sees the display image, a meaning area detection step for detecting a meaning area P for displaying an important part of the image in the display image, and a meaning area detection step. When the visual object L does not exist in the meaningful area P, it has an advertisement display step of superimposing and displaying the advertisement information on the advertisement display area A.
According to this advertisement providing method, the same effect as that of the advertisement providing system S can be obtained.

Next, a modified example in which the embodiment is partially modified will be described.
1] In the above embodiment, the example in which the image management means is the video production company 1 has been described, but the image management means may be one in which the video production company 1 and the program distribution company 4 are integrated.
Further, it is also possible to configure the image management means by the video production company 1, the advertisement production company 2, and the program distribution company 4.

2] In the above embodiment, an example has been described in which the first image and the second image received by the program distribution company 4 are combined in advance, and the program content synthesized by the program distribution company 4 is distributed to the controller 35 in the user area 3. However, the first and second images may be directly transmitted from the video production company 1 and the advertisement production company 2 to the user area 3. In this case, the controller 35 has a function of receiving the first and second images, and functions of a meaningful area setting unit 41, an attraction degree determination unit 42, a concentration ratio determination unit 43, an advertisement specification setting unit 44, an advertisement composition unit 45, and the like. Is provided.

3] In the above embodiment, the example in which the program content is distributed from the program distribution company 4 to the user area 3 via the network 5 has been described, but the program distribution company 4 has described the user area 3 via terrestrial waves (radio waves). It may be configured to be delivered. In this case, the user's line-of-sight image and the user's peripheral image are separately transmitted from the user area 3 to the program distribution company 4 by wire or wirelessly.

4] In the above embodiment, an example in which an overlay advertisement in which a second image is superimposed as a part of the first image is displayed in the advertisement posting area A has been described, but the superimpose method is used as a method of superimposing the second image. The second image may be superimposed using.

5] In addition, a person skilled in the art can implement the embodiment in a form in which various modifications are added to the embodiment without departing from the spirit of the present invention, and the present invention also includes such modifications. be.

1 Video production company 4 Program distribution company 31 Monitor 32 1st camera 41 Significant area setting unit 42 Invitation degree judgment unit 44 Advertising specification setting unit 45 Advertising composition unit S Advertising provision system P Significant area L Visual target

Claims (6)

In an advertisement providing system that provides an advertisement by using an image management means for delivering an image including an advertisement posting area on which advertisement information can be superimposed and an image display means for displaying the image delivered from the image management means.
A line-of-sight detection means for detecting the line of sight of a viewer viewing the image,
Meaningful area detecting means for detecting a meaningful area for displaying an important part of an image in the image, and
It has an advertisement display control means for controlling the advertisement information superimposed on the advertisement display area.
The advertisement display control means is an advertisement providing system characterized in that advertisement information is superimposed and displayed on the advertisement display area when the line of sight of the viewer does not exist in the meaningful area. It has an attractiveness detecting means capable of detecting the attractiveness of the significant region, and has an attractiveness detecting means.
The advertisement display control means is characterized in that when the line of sight of the viewer is present in the meaningful region, the display form of the superimposed display advertisement information is changed according to the degree of attraction of the significant region. The advertisement providing system according to claim 1. The advertisement providing system according to claim 2, wherein the advertisement display control means prohibits the display of the superimposed advertisement information when the degree of attraction of the meaningful area is lower than a predetermined threshold value. It has an attraction degree detecting means capable of detecting the degree of attraction for each area divided in association with the displayed image.
The advertisement display control means changes the display form of the advertisement information to be superimposed and displayed according to the degree of attraction of the moved destination when the line of sight of the viewer moves from the meaningful area to the outside of the meaningful area. The advertisement providing system according to claim 1. The claim is characterized in that the advertisement display control means increases the degree of attraction of the superimposed and displayed advertisement information when the degree of attraction of the moved destination is high and as compared with the case where the degree of attraction of the moved destination is low. The advertisement providing system described in 4. In an advertisement providing method for providing an advertisement by using an image management means for delivering an image including an advertisement posting area on which advertisement information can be superimposed and an image display means for displaying the image delivered from the image management means.
A line-of-sight detection step for detecting the line of sight of a viewer viewing the image, and
A meaningful area detection step for detecting a meaningful area for displaying an important part of an image in the image,
When the line of sight of the viewer does not exist in the meaningful area, the advertisement display step of superimposing the advertisement information on the advertisement display area and displaying the advertisement.
An advertisement providing method characterized by having.

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