JP5802064B2 - Advertisement distribution system and advertisement distribution method in SNS - Google Patents

Description

The present invention relates to an advertisement distribution system and an advertisement distribution method based on the preference of each user and the relationship between users in the SNS.

Conventionally, a community-type service called a social networking service (hereinafter referred to as “SNS”) that promotes and supports connections between people is known. In SNS, the function of publishing one's profile and photos to members, the diary function that limits the scope of disclosure to specific friends only, or the ability to publish daily events without limitation, bulletin board with a theme such as hobbies and regions The feature is that services such as community functions that can be exchanged on the Internet can be used on the Internet. As one of such SNSs, a website disclosed in Non-Patent Document 1 is known.

There are three types of information distributed to users in a general SNS: (1) content posted by other users, (2) content posted by an operator, and (3) advertising content published by an advertiser. Broadly divided.

As specific contents of (1), the members themselves post such as “Diary” “Voice” “Calendar (plan)” “Photo” “Video”, and posts of other members who are related. What can be browsed. For example, in “Diary” content, one member can post a text with an event he / she experienced, or a text with other data such as an image, and when posted, the member has a specific relationship with the member. The feed is displayed with a link on the top page of another member who has. The other member can view the contents of one member's diary by opening the link. Or, in a “voice” content, when a member posts a casual event in a short sentence without hesitation, it becomes another “voice (= tweet)” that has a specific relationship with the member. Displayed as a feed on the member's top page. Similarly, in other contents (such as “photos” and “moving pictures”), when a new post is made, a feed to that effect is displayed on the top page of another member having a specific relationship with a link. Each user posts his / her own content in the service, or browses the content of other companies, and inputs a comment or “like!” (= A flag indicating a favorable evaluation of the content) as a reaction to this. Expand and deepen relationships with other users.

Further, (2) includes office communication information such as specification change and maintenance of a provided service, start of new service provision, and alerting to spam and the like.

As for the advertisement content (3), various kinds of advertisements are put on the assumption that the SNS user browses. Various configurations for enhancing the advertising effect have been studied and put into practical use. In order to enhance the advertising effect, it is reasonable to display an advertisement in accordance with the palatability (preference) of the viewer. One method of such an approach is so-called “behavioral targeting advertising”. This is because the behavior analysis within the site is reflected in the advertisement display, the viewer identification is performed using a third party cookie, or the browser behavior of the viewer is accessed to grasp the viewer's behavior. Thus, advertisement display in accordance with the behavior tendency of the viewer is realized.

The behavioral targeting advertisement is particularly consistent with advertisement placement on the Web. It is not only an aspect of increasing the advertising effectiveness for the advertiser, but it is more useful to see an advertisement about the item that interests you rather than an advertisement that is not interesting to the viewer. There is a high possibility of catching it. Increasing the accuracy itself contributes to improving the value of the medium site.

Conventionally, as described above, advertising content is recognized as information for diffusing information from an advertisement publisher to a general viewer, and the above (1) user content and (3) advertising content are also clearly distinguished. Met.

However, when focusing on the original nature of the SNS, that is, the exchange of information between users, there is no reason why the boundary line between the two is necessarily clear. Rather, it can be said that the relationship between users constructed in SNS indicates a sense of trust between users. As in the real world (in the sense that it is not on the Web), sometimes the most effective advertising means is “word-of-mouth” and there is no difference on the Web. In fact, there are many phenomena in which posts related to specific products made by users are shared with other users and propagated as advertisements.

Furthermore, “social advertising” is distributed to other members who build friendships with specific members based on the preferences of specific members, without the user actively posting or sending content as “word-of-mouth”. A configuration to be disclosed is disclosed in Patent Document 1. This “social advertisement” takes, for example, a form in which a member's friend notifies a member that he / she has purchased a specific product manufactured by the advertiser and is scheduled to participate in an event sponsored by the advertiser. It can be said that the configuration focuses on the assumption that the members having the relationship have similar interests and that the reliability of the advertisement increases depending on the reliability of the member having the relationship.

Alternatively, as a Web service that more directly embodies “word of mouth”, personal profile information including a related person ID related to a user is acquired, and reputation information to which a user ID corresponding to the related person ID is assigned is obtained. Patent Document 2 discloses a configuration in which content information with a remaining history is acquired and transmitted to a user terminal device.

JP 2011-503701 A JP 2008-191979 A

"Social networking service [mixi]", [online], [Search April 1, 2011], Internet <URL: http://mixi.jp/>

However, the advertisement distribution method disclosed in Patent Document 1 has the following problems.

(1) The preference of individual users changes every day, and no approach has been made to deliver effective advertisements in response to such changes. In addition, activities within the service also have a light weight from what can be done with one click to making a sentence and posting it, and these light weights are not taken into consideration in the preference determination, and detailed preference determination according to the substance Cannot be realized.

(2) Also, the above-mentioned “social advertisement” automatically discloses the preference of the friend of the member to the member who is the target of the advertisement distribution. In exchange for improving the reliability of the advertisement itself due to the reliability between members, the preference of each member is spread to other members who have a relationship. The relationship between members is usually intricate and complex. In other words, it is rather rare for anyone to have an open relationship with anyone, so long as all information is open as long as it has a relationship, and members with a specific relationship for a specific preference. Many people don't want to be known.

(3) Depending on the nature of the advertisement, it may not be desirable to spread excessively. In other words, in the case of a service or a limited number of products provided only for a specific limited period, or a product or service that multiple people purchase together, other members based on the preference of one member Automatically spreading may be contrary to the intended reach of the advertisement, and may even adversely affect the human relationship between the members who have a relationship.

(4) Furthermore, the relationship between users who have a relationship is not always uniform, and although a specific relationship is formed in form, it is not functioning effectively, and information is exchanged. There are cases where some users do not like it.

In addition, the advertisement providing method disclosed in Patent Document 2 is triggered by the fact that one user actively posts reputation information, that is, “word-of-mouth”, and functions sufficiently because the posting burden is imposed on the user. It is also assumed that no. Also, it is assumed that the freshness of reputation information is not taken into account and the advertisement delivery is out of timing.

Accordingly, the present invention is a distribution system and distribution method for advertising content that is controlled based on the preference of one user and the relationship with other users of the one user, and makes use of the characteristics of SNS. However, it is an object of the present invention to provide a distribution system and a distribution method of advertising content that can realize finer distribution control.

In order to solve the above problem, an “advertisement delivery system” which is one aspect of the first invention of the present application includes a user attribute storage unit that records user attribute information, a relationship storage unit that records a relationship between users, In an advertisement distribution system in SNS (social networking service) comprising at least activity storage means for recording the activity of each user and advertisement information storage means for recording an advertisement together with advertisement distribution condition information, a predetermined trigger is provided according to a predetermined trigger. The preference determination means for dynamically determining the preference of the predetermined user based on the user attribute information and \ or the activity, and the relationship with the one user who is the target of the advertisement distribution based on the input from the outside. Preference selection user selection means for selecting a user whose preference should be considered from among users, A distribution advertisement selection means for selecting an advertisement to be distributed based on the preference of the selected user and the advertisement distribution condition information; and an advertisement distribution means for distributing the selected advertisement to the one user. Features.
In order to solve the above problem, an “advertisement delivery method” which is one aspect of the first invention of the present application includes a user attribute storage unit that records user attribute information, a relationship storage unit that records a relationship between users, An advertisement distribution method to a user in an SNS (social networking service) having at least an activity storage means for recording the activity of each user, the step of storing an advertisement together with advertisement distribution condition information, and the advertisement distribution to one user In performing, the step of dynamically determining the preference of another user having a relationship with the one user and the preference among the users having a relationship with the one user based on an input from the outside. Based on the step of selecting a user to be considered, the preference of the selected user and the advertisement delivery condition information, And having a step of selecting an advertisement to be distributed from 憶 ad, and a step of delivering the selected advertisement to the one user.
Additional technical limitations may be added to the “advertisement delivery system” as will be exemplified below. A plurality of technical limitations may be added in combination. Further, a technical limitation having the same meaning may be added to the processing step of the “advertisement distribution method”.
For example, the preference determination unit may add a technical limitation that the preference determination is performed with weighting according to the length of the elapsed time after the activity is performed.
Further, for example, the preference determination unit may add a technical limitation that the preference determination is performed with weighting according to the weight of the specific content of the activity.
In addition, for example, based on an input from the outside, with a technical limitation that it further includes a preference non-disclosure means that sets the preference of the user whose preference should be taken into consideration in the delivery advertisement selection means. Also good.

In order to solve the above-described problem, the “advertisement distribution system” which is one aspect of the second invention of the present application, in response to a predetermined trigger, determines the preference of the predetermined user based on predetermined user attribute information and / or activity. Based on the preference determination means that is dynamically determined, the preference of the user having the relationship with the one user who is the target of the advertisement distribution in the SNS, and the condition of the advertisement distribution indicated by the advertisement distribution condition information A distribution advertisement selection means for selecting an advertisement to be distributed to a user; an advertisement distribution means for distributing the selected advertisement to the one user; and the relationship according to a request from the one user. And an advertisement sharing means for delivering the selected advertisement only to other users designated by the one user among the users having the above.
In order to solve the above-mentioned problem, the “advertisement delivery method” which is one aspect of the second invention of the present application is configured to determine the preference of the predetermined user based on the attribute information and / or activity of the predetermined user according to the predetermined trigger. Based on the preference determination step that is dynamically determined, the preference of a user who has a relationship with the one user who is the target of the advertisement distribution in the SNS, and the condition of the advertisement distribution indicated by the advertisement distribution condition information A distribution advertisement selection step of selecting an advertisement to be distributed to the user; an advertisement distribution step of distributing the selected advertisement to the one user; and the relationship according to a request from the one user. An advertisement sharing step of distributing the selected advertisement only to other users designated by the one user among the users having
Additional technical limitations may be added to the “advertisement delivery system” as will be exemplified below. A plurality of technical limitations may be added in combination. Further, a technical limitation having the same meaning may be added to the processing step of the “advertisement distribution method”.
For example, the number of other users that can be specified in the advertisement distribution condition information is limited, and the advertisement sharing means selects the selection for the limited number of other users specified by the one user. A technical limitation may be added in that the distributed advertisement is distributed.
In addition, for example, it further includes means for receiving, from the one user, superimposed data to be superimposed and displayed on the distributed advertisement, and the advertisement sharing means determines that the received superimposed data is the selected advertisement. You may add the technical limitation that the selected advertisement is distributed so as to be superimposed on the front.

With the advertisement distribution system and the advertisement distribution method according to the present invention, the following effects can be obtained.

(1) The preference of individual users who change daily is reflected in the fineness of the preferences that reflect the actuality while reflecting the importance of individual activities, and advertisement selection that reflects the actual situation is made in the distribution of advertisements. Can be expected.

(2) The advertisement distribution can be optimized while reflecting the intention of the user who does not want to be indiscriminately spread about his / her preference. Alternatively, the advertisement distribution can be optimized by excluding the preference of users who do not want to be considered in their own advertisement distribution.

(3) Further, by controlling the advertising material, it is possible to create a premium feeling of the advertisement itself. In particular, this is effective in the case of a service or a limited number of products provided only for a specific limited period, or a product or service purchased by a plurality of people. That is, for example, in the case of an advertisement content such as “Invite at half price of normal price for cake buffet for 4 people!” It will be easier to organize units and improve advertising effectiveness. And by sharing this with other users with customization by the user, the advertisement is not just a single vector from a company to an individual, but also a multi-way involving relationships between individuals It can be expected that the probability that the user will take action according to the advertisement will be improved. Thus, it is possible to realize both an increase in the advertising effect and deep communication between users in the SNS.

In the present invention,
(1) “SNS” means a general definition of “community-type membership system service that promotes and supports the connection between people” or the environment on the Web where the service is provided. However, the present invention is not limited to this, and may not be provided as a service by a specific management entity, and may include, for example, a blog having a communication function such as a comment or a trackback.

(2) “Attribute information” refers to various information related to the user such as the name, handle name, avatar, gender, address, profile information of the SNS user, and information related to the disclosure level setting. Not limited.

(3) “Activity” refers to an activity performed by the user within the SNS. Specifically, posting of content such as a diary, posting of comments on content posted by other users, reaction of “Like!”, In-service Use of the application provided by, building relationships with other users, creating and editing your own profile information.

(4) “Preference” refers to a tendency to be extracted from an activity as representing “preference” that the user has. For example, if a user frequently posts content related to “car” and reacts frequently to the content of other users related to “car”, the user is highly liking for “car” from such activities. to decide. Preference is not always a positive vector. Contrary to its lexical meaning, even if negative content is posted on the subject in the diary, the tendency is extracted as being interested in the subject. Can do.

(5) “Relationship” refers to a relationship in which a user allows a user to distribute content with other users within the service and allows the user to view the content. It is expressed by Usually, a relationship allowing feed distribution to each other is assumed. However, the relationship is not limited to this. For example, a unilateral feed distribution / content browsing permission relationship may be included in the relationship. In short, it includes a relationship in which at least one of the users in the SNS actively registers for information exchange.

(6) “Sharing” an advertisement means that the advertisement distributed by the advertisement distribution means is further provided to users to whom the user is related. In addition, as a method of providing, the received advertisement may be transferred as it is in the form of a copy, or it is originally received by applying a signature or other “modification”, that is, customization means that the user has transferred it It may be distributed to users having a relationship as different from the above.

It is a figure which shows the example of the SNS environment containing the SNS server and terminal device containing the advertisement delivery system of this invention. It is the functional block diagram which described the SNS server 10 from the side of the function. It is a conceptual diagram of the information recorded on user attribute DB121. It is a figure which shows an example of the screen shot of the screen displayed in a SNS system. It is a conceptual diagram of the information regarding the content currently recorded on content DB123. It is a flow which shows the process sequence determined about the preference of one user. 4 is a conceptual diagram of information recorded in a relationship DB 122. FIG. It is a figure which shows the flow from which the delivery advertisement selection part 113 selects the advertisement which should be delivered. It is a flowchart which shows the flow of advertisement sharing. It is a figure which shows an example of the screen shot of the screen which promotes advertisement sharing. It is a conceptual diagram of the information recorded on shared advertisement DB128.

  Hereinafter, specific embodiments of the present invention will be described with reference to the drawings.

FIG. 1 is a diagram illustrating an example of an SNS environment including an SNS server and a terminal device including the advertisement distribution system of the present invention. The SNS server 10 and each user terminal 30 can be connected to each other via a network 20 such as the Internet. Here, each user terminal 30 has, for example, a PC 31, a mobile phone 32, and a tablet terminal 33, regardless of the type, and can log in to the SNS server 10 (function to connect to the Internet and Web browser). It only has to have.

The SNS server 10 includes a CPU (Central Processing Unit) 10a, a RAM (Random Access Memory) 10b, a ROM (Read Only Memory) 10c, a storage means 10d such as an HDD, an input / output means 10e such as a display and a keyboard, and other various hardware. It is composed by wear.

In the ROM 10c or the storage means 10d, each processing unit (input information processing unit 111, preference determination unit 112, distribution advertisement selection unit 113, feed generation unit 114, top page information generation unit 115, content page information generation shown in FIG. The program and data for realizing the function of the unit 116) are stored. In addition, the storage unit 10d stores each DB (user attribute DB 121, relationship DB 122, activity DB 123, content DB 124, preference DB 125, advertisement information DB 126, modified material DB 127, shared advertisement DB 128) described in the DB group 12 shown in FIG. Data is stored. These programs and data are loaded into the RAM 10b as necessary, and the programs are executed by the CPU 10a to perform arithmetic processing.

As the SNS server 10, a workstation or a so-called server machine is used. The SNS system 10 may be configured such that each configuration in FIG. 2 is distributed to a plurality of devices.

FIG. 2 is a functional configuration diagram illustrating the SNS server 10 from a functional aspect. The SNS server 10 can recognize and recognize the SNS core 11, the DB group 12, and the user interface 13 based on the function.

The SNS core 11 processes the user's content postings and activities and stores the data in the DB group 12, and the user's preference based on the content postings, user attribute information, and activities. Preference determination unit 112 for determination, distribution advertisement selection unit 113 that selects an advertisement to be distributed based on the preference of other users to which the target user has a relationship and advertisement distribution condition information, and data accumulation in each DB group Etc. as a trigger, a feed generation unit 114 that generates a corresponding feed, a top page information generation unit 115 that generates information based on a top page browsing instruction from the user terminal 30, and browsing of content information of other users from the user terminal 30 Content page information generation unit 11 that generates content information to be displayed based on an instruction , Having each function of. Each function will be described sequentially in the description of each activity in the service.

The DB group 12 records a user attribute DB 121 that records user attributes input from the user terminal 30, a relationship information DB 122 that records a user's relationship with other users, and a user's behavior history within the service. Activity DB 123, content DB 124 that records information about content such as diaries and videos, preference DB 125 that records each user's preference information determined by the preference determination unit 112, and an advertisement placement applicant (advertiser) Based on the request from the advertisement information DB 126 for recording information on the advertisement to be displayed together with the condition for displaying the advertisement on the screen, that is, the information on the advertisement distribution condition, and the user who received the advertisement share the advertisement with other users When making changes to the contents, And a shared advertisement DB 128 that records advertisement information to be shared together with information of the user who is the sharing source and the user who is the sharing destination, and is recorded while being related to each other. ing. Each data structure will be described later.

A user of this service accesses the SNS server 10 from the user terminal 30 via the network 20. As the user terminal 30, a PC, a mobile phone, a tablet terminal, a smartphone, or the like can be used as appropriate. The user interface 13 selects a data format corresponding to the type of each user terminal, transmits / receives between the user terminal 30 and the SNS server 1, and information on each page for which a browsing request is made, and the terminal of the user terminal that has made the request Control the display mode according to the type and the like.

Hereinafter, each functional unit and DB will be described while describing examples of actions that each user can perform in the SNS server 10.

When one user uses the SNS server 10 for the first time, user registration is performed. In user registration, user attribute information such as a user name (handle name), a login ID (for example, a unique e-mail address), a login password, other place of residence, birthday, birthplace, hobby, self-introduction, etc. input. You can also edit your own registered information. These pieces of information are stored in the user attribute DB 121. FIG. 3 is a conceptual diagram of information recorded in the user attribute DB 121. Each user is given a user ID as a main key, and attribute information such as the input user name and residence is linked to each user and recorded.

The user attributes to be registered include a self-introduction sentence that can be freely input. Input information there is also subject to preference determination, as is the post content described later.

A user who has registered as a user logs in to use the service. On the login screen (not shown), the user performs authentication by inputting the login ID and login password registered from the user terminal 30. Of course, the user terminal does not need to be unique to each login ID, and any user terminal can log in as long as the terminal is in an environment connectable to the network 20. After authentication, a top page display request corresponding to the user ID of the user is made (described later).

Next, content posting will be described.
The user can post various contents to the SNS server 10. For example, FIG. 4 shows an example of a screen displayed in the SNS system. As shown in the upper part (broken line enclosed portion), “Calendar” “Check” “Diary” “Photo”, etc. You can post content from various media. In addition, when posting these contents, the range of users permitted to view can be restricted. Thereby, the user can disclose information about the self in the system under his / her arbitrary control.

FIG. 5 is a conceptual diagram of information related to the content posted by the user and recorded in the content DB 124. The user can select the type of content to be posted and its disclosure range. The type of content can be selected from each menu tag in FIG. For example, in the case of a diary, text data can be directly input in an input field (not shown). Further, if it is image or video data, it is possible to upload what is stored in advance in its own user terminal 30. The scope of disclosure includes (1) publishing by specifying individual users to be disclosed, (2) publishing by specifying individual groups to be disclosed, (3) publishing to users who have a direct relationship, (4) It is possible to select one of the following: (4) Open to all users in the service. When other users access the top page of the user according to these disclosure range settings, the presence or absence of display is controlled for each content based on the relationship with the other user.

A feed to that effect is generated due to the posting of content, but even if the disclosure range is set to “(5) All users in the service”, the feed is distributed to all users. It is not distributed to “(3) Users with direct relationship” one level below. Otherwise, the feed is distributed to all users every time full-access content is posted, which is complicated.

Next, activities will be described. A user can browse a page of an article or content by following a link attached to a feed related to a general news article or a feed distributed as a result of content posting by another user. In addition to simply browsing, it is possible to post comments on these news articles and comments on other users' content.

  FIG. 6 is a flow showing a processing procedure for determining the preference of one user. This will be described in order below. Preference is dynamically recalculated. The determination trigger for recalculating the preference typically includes execution of a new activity and posting of new content, but is not limited thereto. When a determination trigger is generated for one user (step S601: Yes), the preference determination unit 112 extracts a preference determination element from information recorded in the activity DB (step S602). Various specific methods can be employed. For example, when a comment is made on a “news article about a German car”, preference determination elements for “Germany”, “car”, and “German car” are picked up. In other words, it is the tag attached to an article that is the subject of an activity or another user's post, or the character string itself included in the article or post, and is registered in advance as a preference determination element. It can be counted when there is a corresponding information. The tag may be set by the creator of the article itself, or may be set by the operator.

Next, the preference determination unit 112 extracts a preference determination element from the information recorded in the content DB (step S603). For example, if the post is a “diary”, the text string included in the diary is analyzed by text mining, and the information registered in advance as a preference determination element. It can be counted when there is a match.

In these extraction steps, the preference can be determined by weighting the count according to the length of time elapsed since the execution of the activity or the posting of the content. For example, by multiplying the reciprocal of the number of days elapsed after the activity as a coefficient, the influence of the activity performed more recently on the preference determination will increase, and the user's “now” preference will be reflected more faithfully Can do. However, the weighting count can be set arbitrarily.

Furthermore, the preference can be determined by weighting the count according to the specific content of the activity or the specific content of the content. For example, in the case of posting a specific comment for an activity that only raises a “like!” Flag for the content of another person, the user is more active by configuring the preference determination to be counted more. As a result, it is possible to influence the preference determination more strongly for the activity being performed, leading to an improvement in the reliability of the determination.

Thus, the user's preference at that time is determined from the preference determination element obtained based on the user's activity and content (step S604). The palatability obtained here is, for example, “Germany: 1.5, car: 3.0, cafe: 2.5, qualification: 1.8,. Recorded as a variable. It can be assumed that the user has a stronger preference for a preference determination element having a higher numerical value.

The palatability obtained in this way is overwritten and saved in the palatability DB as palatability information of the user (step S605). As a result, the user's preference is refreshed every time the trigger occurs, and the preference that reflects the actual user's preference is saved.

Next, the relationship between users will be described. Users enjoy services by building connections with other users in the SNS environment and interacting with each other. Specifically, to other users who have friendships in the real world, or to other users who are interested in SNS even if there is no connection in the real world, “My Miku application (I want to build a relationship as a friend” We will build a relationship by accepting this request. Of course, in some cases, the user can apply for “My Miku Application” from another person, and if this is approved, the relationship is similarly established. Note that the method of constructing this relationship is general, but is not limited thereto. For example, it is not limited to building bidirectional relationships, but it is set so that one-way relationship building, that is, disclosing one's content unilaterally and delivering feeds caused by one's own activities etc. unless blocked To do it is also possible as a technique.

FIG. 7 is a conceptual diagram of relationship information between users recorded in the relationship DB. The user ID, the date of construction, and the attribute of the user who built the relationship for each user are recorded. Here, “attribute” indicates a mutual relationship, “1” is a user whose relationship is established in both directions, and “2” is a relationship established in one direction from self to the other. “3” means a user whose relationship is established in one direction from the other party to the user. Thus, the mutual relationship between users is managed in the SNS server 10, and is recorded each time a new relationship is established.

Next, the flow of selecting and distributing an advertisement to be distributed to the user will be described. FIG. 8 is a diagram showing a flow of data exchange in the SNS server 10 that receives a screen display request from a user.

A predetermined advertisement frame (not shown) is provided on the top page or each content page. When one user requests a display of a top page from his / her user terminal 30 or a display of a content page of the user or another user via the network 20, the user interface 13, and the input information processing unit 111 (not shown). The request information is received by the top page information generation unit 115 or the content page information generation unit 116. Each generation unit that has received the request requests and acquires information corresponding to each DB (user attribute DB 121, content DB 124) for display information other than the advertisement (not shown). On the other hand, distribution of the advertisement information is requested to the distribution advertisement selection unit 113.

The distribution advertisement selection unit 113 acquires from the advertisement information DB 126, and acquires preference information for filtering advertisement information to be acquired at that time. Specifically, first, in the relationship DB 122, other users to which the one user has a relationship are extracted. Next, in the preference DB 125, the extracted preference information of other users is acquired. The acquired preference information is used as an extraction key for advertisement information, and the corresponding advertisement information is returned to the distribution advertisement selection unit 113. The distribution advertisement selection unit 113 transmits the acquired advertisement information to each page information generation unit. Each page information generation unit inserts the received advertisement information into a predetermined advertisement space, and transmits the generated page information to the user terminal 30 that requested it.

In this way, the distributed advertisement information is extracted not by the user who requested the page display, but by the preference of other users to whom the user has a relationship. When referring to the preference, it is possible to set in advance from the standpoint of another user so that the user's preference is not referred to in the advertisement distribution of the user who requested the page. In addition, when the user himself / herself requests a page display, the user's preference can be set not to be referred to when the user distributes his / her advertisement. By having such a configuration, it is possible to optimize its own advertisement regardless of the preferences of other users having a relationship on the SNS.

Next, the structure for the user who received the advertisement to share the advertisement with other users will be described.

FIG. 9 is a flow in which a user who receives an advertisement shares the advertisement. For example, as shown in FIG. 10, a predetermined advertisement display field AS is provided on the user's top page. An advertisement based on the advertisement information extracted by the above-described extraction method is displayed in the advertisement display field (step S901). Here, an advertisement about a certain restaurant is displayed. Here, a message “Who will share this advertisement?” Is also displayed in the advertisement to be shared. When the received user (assumed to be A) selects the message (step S902: Yes), the user candidates to share are displayed. The received user selects one or a plurality of sharing users (step S903: here, it is assumed that sharing is selected with B), and when the determination is made, the information is transmitted to the SNS server 10 and stored in the shared advertisement DB 128. To be recorded.

FIG. 11 is an image diagram showing an outline of information recorded in the shared advertisement DB. The user ID that requested sharing, the advertisement ID to be shared, the user ID to be shared, and the sharing request date are recorded in association with each other. A plurality of shared user IDs can be selected for one advertisement and recorded. Further, when the advertisement information described later is modified, the location of the modified data is also recorded.

Thereafter, when there is a top page display request from the user B, the user receives the ID of the user B as the shared user ID in the shared advertisement DB, and “There is a share advertisement guidance from Mr. A”. A feed is generated in the feed generation unit 114, and the feed is displayed on the top page of the user B. In addition, the shared advertisement is displayed in a predetermined advertisement space.

Note that the number of users to be shared may be limited depending on the advertisement. For example, in the case of an advertisement for a restaurant such as “A gift of a bottle of wine if you come to a group of four people,” sharing the advertisement itself will encourage the visit to the store, and at the same time, connect the users with reality. It will be higher. And if the advertisement is distributed reflecting the preference of other users who have a relationship, if the received user knows the “preference” of the other user, invite the user The possibility of using the advertisement increases.

In this way, by distributing an advertisement that reflects the palatability of other users who have a relationship and that can be used by multiple people at the same time in SNS, the effect of mere behavioral targeting, Alternatively, it is possible to realize an advertisement that is more than the sum of this and the word-of-mouth effect, that is, an advertisement that can be expected to stimulate demand for a new perspective by “inviting friends to their favorite things and things”.

Furthermore, the sharing of advertisements is not limited to simply distributing the advertisement information received by the user, but can be presented to other users by adding the personality of the user trying to share. Similarly to the above-described advertisement sharing, when another user to share is selected and then modified (step S904: Yes), a message to the other user of the share destination can be displayed on the advertisement by free input ( Step S905). The input information is recorded in the shared advertisement DB 128 together with the original advertisement information (step S906). When there is a page display request from the shared user (step S907: Yes), the shared advertisement data stored in generating the page information is read from the shared advertisement DB 128 and displayed in a predetermined advertisement display column (step S908). ).

This makes it possible for individual users to create content from scratch simply by converting the advertising message from a mass advertising message of “company to individual” to more reliable information of “individual to individual”. It will be possible without any problems, and demand will be promoted.

Furthermore, a material for modification may be prepared in advance by an advertisement publisher or a service operator. The modified material DB 127 stores decoration material data for customizing advertisements, and can be added to advertisement information shared in response to a request from the user. As a result, when inputting the modification information (step S905), each user can modify the advertisement he / she wants to share while utilizing the prepared material data. In addition to this, it becomes possible to enjoy the pleasure of producing advertisements by themselves, sharing of advertisement information among users is promoted, and demand can be further promoted.

1 SNS environment 10 SNS server 10a CPU
10b RAM
10c ROM
10d Storage unit 10e Input / output unit 11 SNS core 111 Input information processing unit 112 Preference determination unit 113 Delivery advertisement selection unit 114 Feed generation unit 115 Top page information generation unit 116 Content page information generation unit 12 DB group 121 User attribute DB
122 Relationship DB
123 Activity DB
124 Content DB
125 Preference DB
126 Advertising information DB
127 Modified material DB
128 Shared Advertising DB
13 User interface 20 Network 30 User terminal (31 PC, 32 mobile phone, 33 tablet terminal)

Claims (14)

User attribute storage means for recording user attribute information;
Relationship storage means for recording relationships between users;
Activity storage means for recording each user's activity;
Advertisement information storage means for recording advertisements together with advertisement distribution condition information;
In an advertisement distribution system in SNS (social networking service) comprising at least
A preference determination means for dynamically determining the preference of the predetermined user based on the attribute information and \ or the activity of the predetermined user according to the predetermined trigger;
A preference consideration user selection means for selecting a user whose preference should be considered from among users having a relationship with one user who is a target of advertisement distribution based on an external input ;
Based on the palatability and the advertisement delivery condition information of the selected user, a distribution advertisement selection means for selecting an advertisement to be distributed,
An advertisement distribution system comprising: an advertisement distribution means for distributing the selected advertisement to the one user.   The advertisement distribution system according to claim 1, wherein the preference determination unit performs preference determination with weighting according to a length of an elapsed time after the activity is performed.   The advertisement distribution system according to claim 1, wherein the preference determination unit performs preference determination with weighting according to the weight of the specific content of the activity.   The preference non-disclosure means for setting so that the preference of the user whose preference should be taken into consideration in the delivery advertisement selection means is further based on an input from the outside. 4. The advertisement distribution system according to any one of 3. To users in an SNS (social networking service) having at least user attribute storage means for recording user attribute information, relationship storage means for recording relationships between users, and activity storage means for recording the activities of each user Ad delivery method for
Storing the advertisement together with the advertisement delivery condition information;
Dynamically determining the preference of other users having a relationship with the one user in delivering an advertisement to the one user;
Selecting a user whose preference should be considered from among users having a relationship with the one user based on an input from the outside;
Selecting an advertisement based on the palatability and the advertisement distribution condition information of the selected User over THE delivers the stored advertisements,
Delivering the selected advertisement to the one user;
An advertisement distribution method characterized by comprising: 6. The advertisement distribution method according to claim 5 , wherein, in the step of dynamically determining the preference, the preference is determined with weighting according to the length of the elapsed time after the activity is performed. The advertisement distribution method according to claim 5 or 6 , wherein, in the step of dynamically determining the preference, the preference is determined with weighting according to the weight of the specific content of the activity. . Prior to selecting an advertisement to be the distribution, based on input from the outside, further comprising the step of setting as the preference of the user to be referred to palatability is not taken into account, according to claim 5 Item 8. The advertisement delivery method according to any one of Items 7 . A preference determination means for dynamically determining the preference of the predetermined user based on the attribute information and \ or the activity of the predetermined user according to the predetermined trigger;
An advertisement to be distributed to the one user is selected based on the preference of the user having an SNS relationship with the one user who is the target of the advertisement distribution and the condition of the advertisement distribution indicated by the advertisement distribution condition information. A delivery ad selection means;
An advertisement delivery means for delivering the selected advertisement to the one user;
In response to a request from the one user, an advertisement sharing means for delivering the selected advertisement only to other users designated by the one user among the users having the relationship;
An advertisement distribution system comprising: The number of other users that can be specified in the advertisement delivery condition information is limited ,
The advertisement distribution system according to claim 9 , wherein the advertisement sharing unit distributes the selected advertisement to the limited number of other users specified by the one user . Further comprising means for receiving a superimposed data to be superimposed and displayed with respect to the distributed advertisement from the one user,
Previous Kihiro tell sharing unit, characterized by delivering the selected advertisement to the accepted superimposed data is superimposed on the front surface of the selected advertisements, claim 9 or claim 10 The advertisement distribution system described in. A preference determination step for dynamically determining the preference of the predetermined user based on the attribute information and / or activity of the predetermined user in accordance with the predetermined trigger;
An advertisement to be distributed to the one user is selected based on the preference of the user having an SNS relationship with the one user who is the target of the advertisement distribution and the condition of the advertisement distribution indicated by the advertisement distribution condition information. A delivery ad selection step;
An advertisement distribution step of distributing the selected advertisement to the one user;
In response to a request from the one user, an advertisement sharing step of distributing the selected advertisement only to other users designated by the one user from among the users having the relationship;
An advertisement distribution method using an advertisement distribution system, comprising: The number of other users that can be specified in the advertisement delivery condition information is limited ,
13. The advertisement distribution method according to claim 12 , wherein in the advertisement sharing step, the selected advertisement is distributed to the limited number of other users specified by the one user . Further including the step of receiving, from the one user, superimposed data to be superimposed on the distributed advertisement,
In the advertisement sharing step, the selected advertisement is distributed so that the received superimposed data is superimposed and displayed on the front of the selected advertisement.
The advertisement distribution method according to claim 12 or 13, wherein the advertisement distribution method is characterized by that.

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