JP5520195B2 - Advertisement providing system, advertisement providing management device, advertisement providing management method, and advertisement providing management program - Google Patents

Description

  The present invention relates to a technology for providing advertising content using digital signage.

  In recent years, digital signage has become widespread. Digital signage is an electronic signage system that distributes video and various information in a timely manner to a large-screen video display (digital signage terminal) installed in a lot of public places (streets, stores, stations, etc.) It is also used as an advertising medium by distributing information.

  Rather than running advertisements to an unspecified number of users (viewers) as in TV commercials, it is possible to set targets that take into account the installation location, time zone, etc., and provide advertising information focused on those targets It is characterized by the ability to provide information such as real-time campaigns according to the installation location and time zone.

By the way, there are mainly the following three types of contents provided through a digital signage terminal installed in a commercial facility such as a shopping mall.
(1) General content (2) Advertising content (3) Facility-specific content The general content of (1) above is content such as news, weather forecasts, fortune telling, etc. to attract the attention of people near the digital signage terminal.

  The advertising content in (2) above is a general advertisement that is not directly related to the commercial facility where the digital signage terminal is installed. Content. Regarding the provision of this advertising content, it is common to pay an advertising fee according to the number of display times, etc., to a commercial facility where a digital signage terminal is installed.

  The facility-dedicated content (3) is content such as store product information for increasing the willingness to purchase products in a commercial facility where a digital signage terminal is installed. This facility-specific content can be expected to improve profits at commercial facilities.

  As described above, although the content streamed from the digital signage terminal affects the profit of the commercial facility that is the installer, there has not been much study on how to effectively determine the content to be provided, and the content provider (system The content is determined based on the experience of the operator.

  On the other hand, Patent Document 1 discloses a technology of a product advertisement system that has high merit on both the store side where the electronic POP device is installed and the manufacturer side that performs product advertisement. In other words, a screen division pattern is set for each predetermined advertising time period, bid contents including an advertising time period and a bid amount for displaying product advertisement information are input, and bidding is performed based on a plurality of bid contents. Product advertisement information to be displayed in each advertisement space divided by the division pattern is determined in descending order of the amount.

JP 2009-294290 A

  As described above, conventionally, content is determined based on the content provider's experience and the like, and there has been a problem that sufficient profitability has not been achieved for commercial facilities.

  In addition, in the technology disclosed in Patent Document 1, attempts have been made to maximize the profits of advertisement publishers and installers by incorporating the concept of bidding, but only for advertising content, It cannot be applied to three types of content: general content, advertising content, and facility-specific content. Even if the content is limited to the advertisement content, it is not practical to manage bids for each of the large amount of advertisement content, and its feasibility is low.

  The present invention has been proposed in view of the above-described conventional problems, and an object of the present invention is to maximize the profit of a commercial facility in which a digital signage terminal is installed.

In order to solve the above problems, according to the present invention, as described in claim 1, a digital signage terminal installed in a commercial facility and an advertisement provided connected to the digital signage terminal via a network A management device, the advertisement provision management device is a general content for attracting the attention of a person in the vicinity of the digital signage terminal, an advertising fee income not directly related to a commercial facility where the digital signage terminal is installed Provision condition information that defines the content that is prohibited from being continuously provided at least for the purpose of advertising content and facility-specific content for increasing the willingness to purchase in the commercial facility where the digital signage terminal is installed based on the arrangement of the general content in the top half of the split screen of the digital signage terminal , Was placed the ad content or facility-only content on the left side and the right side of the lower half of the screen, and means for generating a plurality of content providing schedule candidate, per generated the content delivery schedule candidate, advertising revenue unit price information and the expected return Means for calculating a profit effect value based on the information; means for determining a content provision schedule from the content provision schedule candidates based on the calculated profit effect value; and providing based on the determined content provision schedule Means for acquiring advertisement content; and means for distributing the acquired advertisement content to the digital signage terminal, wherein the means for generating the plurality of content provision schedule candidates is a general content management database, advertisement content management data Multiple contents by extracting advertisement contents from the content management database dedicated to the services and facilities based on random or predetermined rules and setting the advertisement contents along the timeline from the content provision start time to the content provision end time The gist is an advertisement providing system that generates a provision schedule candidate.

In addition, as described in claim 2, general contents for attracting the attention of a person in the vicinity of the digital signage terminal, and advertising fee revenue not directly related to a commercial facility where the digital signage terminal is installed facilities dedicated content to enhance the buying inclination of commercial facilities to be installed in the advertising content and the digital signage terminal for the purpose, to provide condition information that defines the content of continuous prohibited must not be provided at least continuously Based on the above, means for generating a plurality of content provision schedule candidates in which general content is arranged in the upper half of the divided screen of the digital signage terminal and advertising content or facility-specific content is arranged on the left and right sides of the lower half of the screen And for the generated content provision schedule candidate, Means for calculating a profit effect value based on the advertising revenue unit price information and expected profit information; means for determining a content provision schedule from the content provision schedule candidates based on the calculated profit effect value; Means for acquiring advertisement content to be provided based on a content provision schedule; and means for distributing the acquired advertisement content to a digital signage terminal installed in a commercial facility, and generating the plurality of content provision schedule candidates The means extracts advertising content from a general content management database, advertising content management database and facility-specific content management database based on random or predetermined rules, and a timeline from the content provision start time to the content provision end time Along it can be configured as an advertisement providing management apparatus for generating a plurality of content providing schedule candidate by setting the advertising content.

In addition, as described in claim 3, general contents for attracting the attention of a person in the vicinity of the digital signage terminal, and advertising fee revenue not directly related to a commercial facility where the digital signage terminal is installed facilities dedicated content to enhance the buying inclination of commercial facilities to be installed in the advertising content and the digital signage terminal for the purpose, to provide condition information that defines the content of continuous prohibited must not be provided at least continuously And generating a plurality of content provision schedule candidates in which general content is arranged in the upper half of the divided screen of the digital signage terminal and advertising content or facility-specific content is arranged on the left and right sides of the lower half of the screen And for the generated content provision schedule candidate, Calculating the profit effect value based on the fee income unit price information and the expected profit information, determining the content provision schedule from the content provision schedule candidates based on the calculated profit effect value, and the determined The method includes: obtaining advertisement content to be provided based on a content provision schedule; and distributing the acquired advertisement content to a digital signage terminal installed in a commercial facility, and generating the plurality of content provision schedule candidates The process is to extract advertising content from a general content management database, advertising content management database, and facility-specific content management database based on random or predetermined rules, and a timeline from the content provision start time to the content provision end time Along it can be configured as a method advertisement providing management for generating a plurality of content providing schedule candidate by setting the advertising content.

According to a fourth aspect of the present invention, the computer constituting the advertisement provision management device is configured to include general content for attracting the attention of a person in the vicinity of the digital signage terminal, a commercial facility where the digital signage terminal is installed, Will not be allowed to provide at least continuous advertising content that is not directly related to advertising fee revenue and facility-specific content to increase purchasing motivation at commercial facilities where digital signage terminals are installed Based on the provision condition information that defines the target content , general content is arranged in the upper half of the divided screen of the digital signage terminal, and advertising content or facility-specific content is arranged on the left and right sides of the lower half of the screen, Means for generating multiple content provision schedule candidates, before generated Means for calculating a profit effect value based on advertising fee revenue unit price information and expected profit information for a content provision schedule candidate; means for determining a content provision schedule from the content provision schedule candidate based on the calculated profit effect value; A plurality of content provision schedule candidates that function as means for acquiring advertisement content to be provided based on the determined content provision schedule, and means for distributing the acquired advertisement content to a digital signage terminal installed in a commercial facility; Is generated from the general content management database, the advertising content management database, and the facility-specific content management database based on random or predetermined rules, and from the content provision start time It can be along the timeline to content providing end time configured as an advertisement providing management program for generating a plurality of content providing schedule candidate by setting the advertising content.

  In the advertisement providing system, the advertisement providing management apparatus, the advertisement providing management method, and the advertisement providing management program of the present invention, it is possible to maximize the profit of the commercial facility where the digital signage terminal is installed.

It is a figure which shows the structural example of the system concerning one Embodiment of this invention. It is a figure which shows the structural example of a management server. It is a figure which shows the data structure example of a general content management database. It is a figure which shows the data structure example of an advertisement content management database. It is a figure which shows the example of a data structure of the content management database only for facilities. It is a figure which shows the hardware structural example of a management server. It is a sequence diagram which shows the process example of embodiment. It is a figure which shows the example of a screen of a digital signage terminal.

  Hereinafter, preferred embodiments of the present invention will be described.

<Configuration>
FIG. 1 is a diagram showing a configuration example of a system according to an embodiment of the present invention.

  In FIG. 1, an advertiser terminal 2, a management server 3, a content distribution server 4, and a digital signage terminal 5 are connected to a network 1 including wired / wireless such as the Internet. In general, there are a plurality of advertiser terminals 2 and digital signage terminals 5. The management server 3 and the content distribution server 4 may be realized by a single device, or may be distributed by a plurality of devices.

  The advertiser terminal 2 is a device for registering advertisement content in the content distribution server 4. The management information of the advertising content registered in the content distribution server 4 is registered in the management server 3.

  The management server 3 is a device that manages distribution of content to the digital signage terminal 5. In addition to advertising content, the content to be distributed includes general content such as news, weather forecasts, fortune-telling, and facility-specific content specialized for facilities where the digital signage terminal 5 is installed (commercial facilities, public facilities, etc.) It is.

  The content distribution server 4 is a device that accumulates content data and distributes the content to the corresponding digital signage terminal 5 in accordance with an instruction from the management server 3.

  The digital signage terminal 5 is a device that provides a peripheral viewer with a large-screen video display and is installed in a commercial facility.

  FIG. 2 is a diagram illustrating a configuration example of the management server 3.

  In FIG. 2, the management server 3 includes a control unit 31, a network interface unit 32, and a storage unit 33.

  The control unit 31 has a function of performing control processing in the management server 3 according to the computer program.

  The network interface unit 32 has a function of performing data communication with other devices via the external network 1.

  The storage unit 33 has a function of holding information (data).

  The control unit 31 includes a schedule candidate generation unit 311, a profit effect calculation unit 312, a schedule determination unit 313, and a content provision unit 314.

  The schedule candidate generation unit 311 has a function of generating a plurality of content distribution schedule candidates based on various types of information held in the storage unit 33.

  The profit effect calculation unit 312 has a function of calculating the profit effect value of the commercial facility where the digital signage terminal 5 is installed for a plurality of schedule candidates generated by the schedule candidate generation unit 311.

  The schedule determination unit 313 has a function of determining an appropriate schedule based on the profit effect value calculated by the profit effect calculation unit 312.

  The content providing unit 314 has a function of instructing the content distribution server 4 to distribute content according to the schedule determined by the schedule determining unit 313.

  The storage unit 33 includes a general content management database 331, an advertisement content management database 332, and a facility-specific content management database 333. The general content management database 331 is a database holding general content management information. The advertisement content management database 332 is a database that holds advertisement content management information. The facility-dedicated content management database 333 is a database that holds management information of facility-dedicated content.

  FIG. 3 is a diagram showing an example of the data structure of the general content management database 331.

  In FIG. 3, the general content management database 331 has items (fields) such as “content ID”, “time (second)”, “genre”, and “content provision condition”. “Content ID” is information for identifying general content. “Time (seconds)” is the time from the start to the end of general content. “Genre” is a classification of the content of general content. "Content provision conditions" include provision time, simultaneous provision prohibition (content that must not be combined when multiple contents are provided simultaneously by screen division), continuous prohibition target (content that must not be provided continuously), etc. Is the condition.

  FIG. 4 is a diagram showing an example of the data structure of the advertisement content management database 332.

  In FIG. 4, the advertisement content management database 332 has items (fields) such as “content ID”, “time (seconds)”, “genre”, “content provision condition”, and “advertisement revenue unit price”. “Content ID” is information for identifying advertisement content. “Time (seconds)” is the time from the start to the end of the advertising content. “Genre” is a category of the content of the advertisement content and indicates a product genre. "Content provision conditions" include provision time, simultaneous provision prohibition (content that must not be combined when multiple contents are provided simultaneously by screen division), continuous prohibition target (content that must not be provided continuously), etc. This is the condition. “Advertising fee revenue unit price” is the revenue unit price per number of times of providing the corresponding advertisement content. “Advertising fee revenue unit price” is determined and set in advance by a contract or the like.

  FIG. 5 shows an example of the data structure of the facility-specific content management database 333. As shown in FIG.

  In FIG. 5, the facility-specific content management database 333 has items (fields) such as “content ID”, “time (seconds)”, “genre”, “content provision condition”, and “expected revenue unit price”. “Content ID” is information for identifying facility-specific content. “Time (seconds)” is the time from the start to the end of the facility-specific content. “Genre” is a classification of the contents of the facility-specific content. "Content provision conditions" include provision time, simultaneous provision prohibition (content that must not be combined when multiple contents are provided simultaneously by screen division), continuous prohibition target (content that must not be provided continuously), etc. Is the condition. The “expected revenue unit price” is a revenue unit price per number of commercial facilities provided when the corresponding content dedicated to the facility is provided. The “expected revenue unit price” is determined and set from past statistical values and the like.

  FIG. 6 is a diagram illustrating a hardware configuration example of the management server 3.

  6, the management server 3 includes a CPU (Central Processing Unit) 302, a ROM (Read Only Memory) 303, a RAM (Random Access Memory) 304, and an NVRAM (Non-Volatile Random Access Memory) 305 connected to the system bus 301. , I / F (Interface) 306, I / O (Input / Output Device) 307 such as a keyboard, mouse, monitor, CD / DVD (Compact Disk / Digital Versatile Disk) drive connected to the I / F 306, HDD (Hard Disk Drive) 308, NIC (Network Interface Card) 309, and the like. M is a medium (recording medium) such as a CD / DVD in which a program or data is stored.

  The advertiser terminal 2 and the content distribution server 4 also have the same hardware configuration as that shown in FIG.

  The digital signage terminal 5 has a large video display in addition to the hardware configuration similar to that shown in FIG.

<Operation>
FIG. 7 is a sequence diagram showing a processing example of the above embodiment.

  In FIG. 7, the schedule candidate generating unit 311 of the management server 3 performs a general process or the like to perform a general content management database 331 (FIG. 3), an advertisement content management database 332 (FIG. 4), and a facility-specific content management database 333 (FIG. Based on the storage information of 5), a plurality of content distribution schedule candidates are generated (step S101).

  More specifically, a plurality of schedule candidates are generated as follows. For example, as shown in FIG. 8, the screen of the digital signage terminal 5 is divided into three sections, general content is displayed in the upper column, and advertising content or facility-specific content is displayed in the lower left column and the lower right column. To do.

  First, content is extracted from the general content management database 331 (FIG. 3), the advertisement content management database 332 (FIG. 4), and the facility-specific content management database 333 (FIG. 5) based on random or predetermined rules, and content provision is started. The general content is set in the upper column of FIG. 8 along the time line from the time to the content provision end time, and the advertisement content and the facility-specific content are set in the lower left column or the lower right column of FIG.

  Next, it is checked whether or not the contents provision conditions (FIGS. 3, 4, and 5) of each content are violated. If the contents are violated, the contents are rearranged (reorder on the limeline, The facility-dedicated content is replaced with the lower left column and the lower right column) or the content is replaced (new content is extracted and set). Instead of checking the content provision conditions after placing the content on the timeline and performing placement etc., place the content with reference to the content provision conditions when placing the content on the timeline. Also good. For example, content that has a limited provision time zone is placed on the timeline corresponding to the time zone.

  These processes are repeated to create a predetermined number of schedule candidates.

  Returning to FIG. 7, the profit effect calculation unit 312 of the management server 3 calculates the profit effect of the commercial facility where the digital signage terminal 5 is installed for a plurality of schedule candidates generated by the schedule candidate generation unit 311 (step S <b> 102). ). More specifically, the numbers of advertisement contents and facility-dedicated contents that appear in each schedule candidate are set as the advertising revenue unit price of the advertisement content management database 332 (FIG. 4) and the facility-dedicated content management database 333 (FIG. 5). Multiply each expected revenue unit price and add them together to calculate the revenue effect value.

  Next, the schedule determination unit 313 of the management server 3 determines an appropriate schedule based on the profit effect value calculated by the profit effect calculation unit 312 (step S103). That is, the schedule candidate with the highest profit effect value is selected from among a plurality of schedule candidates.

  Next, the content providing unit 314 of the management server 3 instructs the content distribution server 4 to distribute the content according to the timeline according to the schedule determined by the schedule determining unit 313 and distributes the content to the digital signage terminal 5 ( Step S104).

  In this process, the content providing unit 314 of the management server 3 requests the content distribution server 4 for content distribution by designating the content ID of the content and the digital signage terminal ID to be distributed in accordance with the timeline (step S105).

  Upon receiving the content distribution request, the content distribution server 4 searches for content based on the content ID (step S106), and distributes the corresponding content data to the digital signage terminal 5 specified by the digital signage terminal ID (step S107). ).

  The digital signage terminal 5 receiving the distribution of the content data displays the content (step S108).

<Summary>
As described above, according to the present embodiment, it is automatically determined whether to provide advertising fee revenue by providing advertising content or to aim for profit improvement by providing facility-specific content. Since the content to be determined is determined, the profit of the commercial facility where the digital signage terminal is installed can be maximized.

  The present invention has been described above by the preferred embodiments of the present invention. While the invention has been described with reference to specific embodiments, various modifications and changes may be made to the embodiments without departing from the broad spirit and scope of the invention as defined in the claims. Obviously you can. In other words, the present invention should not be construed as being limited by the details of the specific examples and the accompanying drawings.

DESCRIPTION OF SYMBOLS 1 Network 2 Advertiser terminal 3 Management server 31 Control part 311 Schedule candidate production | generation part 312 Profit effect calculation part 313 Schedule determination part 314 Content provision part 32 Network interface part 33 Storage part 331 General content management database 332 Advertising content management database 333 Facility exclusive use Content management database 301 System bus 302 CPU
303 ROM
304 RAM
305 NVRAM
306 I / F
307 I / O
308 HDD
309 NIC
4 Content distribution server 5 Digital signage terminal M Media

Claims (4)

Digital signage terminals installed in commercial facilities,
An advertisement provision management device connected to the digital signage terminal via a network;
The advertisement provision management device includes:
General content for attracting the attention of people in the vicinity of the digital signage terminal, advertising content for the purpose of advertising fee revenue not directly related to the commercial facility where the digital signage terminal is installed, and installation of the digital signage terminal facilities dedicated content to enhance the buying inclination of a commercial facility that is, based on the supply condition information that defines the content of continuous prohibited must not be provided at least sequentially, divided windows of the digital signage terminal Means for generating a plurality of content provision schedule candidates in which general content is arranged in the upper half and advertising content or facility-specific content is arranged on the left and right sides of the lower half of the screen ;
Means for calculating a profit effect value based on the advertising fee revenue unit price information and expected revenue information for the generated content provision schedule candidate;
Means for determining a content provision schedule from the content provision schedule candidates based on the calculated profit effect value;
Means for obtaining advertising content to be provided based on the determined content provision schedule;
Means for distributing the acquired advertising content to the digital signage terminal,
The means for generating a plurality of content provision schedule candidates extracts advertisement content from a general content management database, an advertisement content management database, and a facility-specific content management database based on random or predetermined rules, and the content from the content provision start time An advertisement providing system that generates a plurality of content provision schedule candidates by setting advertisement content along a timeline up to a provision end time. General content for attracting the attention of people in the vicinity of the digital signage terminal, advertising content for the purpose of advertising fee revenue not directly related to the commercial facility where the digital signage terminal is installed, and installation of the digital signage terminal facilities dedicated content to enhance the buying inclination of a commercial facility that is, based on the supply condition information that defines the content of continuous prohibited must not be provided at least sequentially, divided windows of the digital signage terminal Means for generating a plurality of content provision schedule candidates in which general content is arranged in the upper half and advertising content or facility-specific content is arranged on the left and right sides of the lower half of the screen ;
Means for calculating a profit effect value based on the advertising fee revenue unit price information and expected revenue information for the generated content provision schedule candidate;
Means for determining a content provision schedule from the content provision schedule candidates based on the calculated profit effect value;
Means for obtaining advertising content to be provided based on the determined content provision schedule;
Means for distributing the acquired advertising content to a digital signage terminal installed in a commercial facility,
The means for generating a plurality of content provision schedule candidates extracts advertisement content from a general content management database, an advertisement content management database, and a facility-specific content management database based on random or predetermined rules, and the content from the content provision start time An advertisement provision management device that generates a plurality of content provision schedule candidates by setting advertisement content along a timeline up to a provision end time. General content for attracting the attention of people in the vicinity of the digital signage terminal, advertising content for the purpose of advertising fee revenue not directly related to the commercial facility where the digital signage terminal is installed, and installation of the digital signage terminal facilities dedicated content to enhance the buying inclination of a commercial facility that is, based on the supply condition information that defines the content of continuous prohibited must not be provided at least sequentially, divided windows of the digital signage terminal Generating a plurality of content provision schedule candidates in which general content is arranged in the upper half and advertising content or facility-specific content is arranged on the left and right sides of the lower half of the screen ;
Calculating a profit effect value based on the advertising fee revenue unit price information and expected revenue information for the generated content provision schedule candidate;
Determining a content provision schedule from the content provision schedule candidates based on the calculated profit effect value;
Obtaining advertisement content to be provided based on the determined content provision schedule;
Delivering the acquired advertising content to a digital signage terminal installed in a commercial facility,
The step of generating a plurality of content provision schedule candidates includes extracting advertisement content from a general content management database, an advertisement content management database, and a facility-specific content management database based on random or predetermined rules, and starting from the content provision start time An advertisement provision management method comprising: generating a plurality of content provision schedule candidates by setting advertisement content along a timeline up to a provision end time. A computer constituting the advertisement providing management device;
General content for attracting the attention of people in the vicinity of the digital signage terminal, advertising content for the purpose of advertising fee revenue not directly related to the commercial facility where the digital signage terminal is installed, and installation of the digital signage terminal facilities dedicated content to enhance the buying inclination of a commercial facility that is, based on the supply condition information that defines the content of continuous prohibited must not be provided at least sequentially, divided windows of the digital signage terminal Means for generating a plurality of content provision schedule candidates in which general content is placed in the upper half and advertising content or facility-specific content is placed on the left and right sides of the lower half of the screen ;
Means for calculating a profit effect value based on the advertising revenue unit price information and expected profit information for the generated content provision schedule candidate;
Means for determining a content provision schedule from the content provision schedule candidates based on the calculated profit effect value;
Means for acquiring advertising content to be provided based on the determined content provision schedule;
Function as a means for distributing the acquired advertising content to a digital signage terminal installed in a commercial facility;
The means for generating a plurality of content provision schedule candidates extracts advertisement content from a general content management database, an advertisement content management database, and a facility-specific content management database based on random or predetermined rules, and the content from the content provision start time An advertisement provision management program that generates a plurality of content provision schedule candidates by setting advertisement contents along a timeline up to the provision end time.

Images