JP7066429B2 - Advertisement distribution system, content viewing terminal, advertisement distribution device and program - Google Patents

Description

The present invention relates to an advertisement distribution system, a content viewing terminal, an advertisement distribution device and a program, and more particularly to an advertisement distribution system, a content viewing terminal, an advertisement distribution device and a program that provide an advertisement suitable for a viewer.

Television broadcasting can only deliver the same advertisement (so-called TV commercial) to an unspecified number of people, and it is not possible to deliver different advertisements for each television. Therefore, there is a demand from advertisers and the like to enhance the effectiveness of advertisements displayed during TV programs. In order to meet this demand, measures have been taken so far, such as making advertisements in TV programs relevant to the content of the TV program.

However, displaying an advertisement related to the content of a TV program to a user who watches the TV program is not only for the user who is the target of the advertisement, but is not the target of the advertisement. It may also be displayed to the user, and the display of the advertisement may not be effective. That is, since the advertisement cannot be displayed to each user who is the target of the advertisement, the effectiveness of the advertisement cannot be enhanced. Also, the user has to watch the advertisement that does not meet his / her needs, and the advertisement becomes useless.

Therefore, there is a technique described in Patent Document 1 as a technique for effectively displaying an advertisement to an appropriate target user and enhancing the effect of the advertisement. In the technique described in Patent Document 1, encrypted program data, decryption key data for decrypting the program data, and a plurality of types of advertisement data are recorded in the HDD of the server, and the HDD of the television. The program data transmitted in advance is recorded in. When the user gives an instruction to play the program, the television requests the server for the decryption key data necessary for decoding the program data. The server uses the user information created based on the request history of the decryption key data to determine the suitability of each advertisement data for the user, and transmits the advertisement data having a high degree of suitability to the television together with the program data.

JP-A-2007-306066

However, the technique described in Patent Document 1 transmits personal information such as user information to a server, which causes a heavy burden on the management of personal information.

Further, the server performs processing such as estimation of viewer attributes such as user information and selection of advertisements suitable for the viewer, which imposes a heavy load on the server.

Therefore, the present invention has been invented in view of the above problems, and is an advertisement distribution system, a content viewing terminal, and an advertisement capable of providing an advertisement suitable for a viewer while protecting personal information and reducing the burden on the server. The purpose is to provide a distribution device and a program.

One aspect of the present invention is an advertisement distribution system including a content viewing terminal for viewing content, which comprises a program data transmission unit for transmitting program data related to a program viewed by the content viewing terminal to the content viewing terminal. An advertisement metadata transmission unit that transmits advertisement metadata related to an advertisement to the content viewing terminal and an advertisement identification information received from the content viewing terminal, and an advertisement specified by the advertisement identification information is distributed to the content viewing terminal. The content viewing terminal has an advertisement insertion unit that inserts the content into the content to be inserted and transmits the content into which the advertisement is inserted to the content viewing terminal, and the content viewing terminal receives the program data and the advertisement metadata via a communication line. A viewing history recording unit that records the viewing history of the viewed program, a viewer attribute estimation unit that estimates the viewer attribute of the viewer using the program data and the viewing history, and the viewing unit. The communication with the advertisement estimation unit, which estimates an advertisement suitable for the viewer of the content viewing terminal using the user attribute and the advertisement metadata, and transmits the advertisement identification information of the estimated advertisement to the advertisement insertion unit. It is an advertisement distribution system having a display control unit that receives the content in which the advertisement is inserted and displays the content in which the advertisement is inserted via a line.

One aspect of the present invention includes a receiving unit that receives program data related to a watched program and advertising metadata related to an advertisement via a communication line, a viewing history recording unit that records the viewing history of the watched program, and a viewing history recording unit. It is suitable for the viewer of the content viewing terminal by using the viewer attribute estimation unit that estimates the viewer attribute of the viewer using the program data and the viewing history, and the viewer attribute and the advertisement metadata. The advertisement estimation unit that estimates the advertisement and transmits the advertisement identification information of the estimated advertisement receives the content in which the advertisement specified by the advertisement identification information is inserted via the communication line, and the advertisement is inserted. It is a content viewing terminal having a display control unit for displaying the contents.

One aspect of the present invention is an advertisement metadata transmission unit that transmits advertisement metadata related to an advertisement to a content viewing terminal for viewing content, and an advertisement identification information received from the content viewing terminal and specified by the advertisement identification information. This is an advertisement distribution device having an advertisement insertion unit that inserts an advertisement into the content to be distributed to the content viewing terminal and transmits the content into which the advertisement is inserted to the content viewing terminal.

One aspect of the present invention includes a reception process for receiving program data related to a watched program and advertisement metadata related to an advertisement via a communication line, a viewing history recording process for recording the viewing history of the watched program, and a viewing history recording process. It is suitable for the viewer of the content viewing terminal by using the viewer attribute estimation process for estimating the viewer attribute of the viewer using the program data and the viewing history, and the viewer attribute and the advertisement metadata. The advertisement estimation process that estimates the advertisement and transmits the advertisement identification information of the estimated advertisement, and the content in which the advertisement specified by the advertisement identification information is inserted is received via the communication line, and the advertisement is inserted. It is a program that causes a computer to execute a display control process for displaying the contents.

INDUSTRIAL APPLICABILITY The present invention can provide an advertisement suitable for a viewer while protecting personal information and reducing the load on the server.

FIG. 1 is a schematic configuration diagram of an advertisement distribution system according to the first embodiment. FIG. 2 is a block diagram of the content viewing terminal 1. FIG. 3 is a diagram showing an example of a viewing history recorded by the viewing history recording process 222. FIG. 4 is a diagram showing an example of a neural network. FIG. 5 is a diagram showing an example of program data corresponding to the viewing history. FIG. 6 is a diagram showing an example of the output from the output node of the neural network. FIG. 7 is a diagram showing an example of advertising metadata. FIG. 8 shows the concept of a genetic algorithm. FIG. 9 is a block diagram of the program server 3. FIG. 10 is a block diagram of the advertisement server 4. FIG. 11 is a sequence diagram of the advertisement distribution system. FIG. 12 is an operation flowchart of the viewer attribute estimation process 223. FIG. 13 is a diagram showing an example of input data to be input to the neural network from the recorded viewing history and the program data acquired from the program server 3. FIG. 14 is an operation flowchart of the advertisement estimation process 224. FIG. 15 is a block diagram of the content viewing terminal 1 of the second embodiment.

<First Embodiment>
Hereinafter, the advertisement distribution system according to the first embodiment of the present invention and each device used thereof will be described with reference to the drawings.

FIG. 1 is a schematic configuration diagram of an advertisement distribution system according to the first embodiment.

The advertisement distribution system of the present embodiment includes a content viewing terminal 1, a broadcasting station 2, a program server 3, and an advertisement server 4. The content viewing terminal 1, the broadcasting station 2, the program server 3, and the advertising server 4 have the following functions.

The content viewing terminal 1 is a terminal for viewing content by television broadcasting or online distribution, and includes, for example, a stationary television receiver, a smartphone, a head-mounted display, and the like. Further, as a typical example of the content, there is a broadcast program broadcast from a broadcasting station, but the content is not limited to the broadcast program. For example, video content by video on demand (VOD), radio programs by radio broadcasting, and the like may be used. The programs are dramas, variety shows, introductory programs, and the like.

The content viewing terminal 1 has a function of communicating with the program server 3 and the advertisement server 4 via the network. As a function of the content viewing terminal 1 communicating with the program server 3 and the advertisement server 4, for example, when the content viewing terminal 1 is a television receiver, there is a hybrid cast or the like.

Further, as will be described later, the content viewing terminal 1 estimates a viewing history recording function for recording the viewing history of the viewer, a viewer attribute estimation function for estimating the attributes of the viewer, and an advertisement suitable for the viewer. It has an advertisement estimation function and a display control function that displays an advertisement suitable for the viewer.

The broadcasting station 2 broadcasts a program to be viewed on the content viewing terminal 1.

The program server 3 has a function of transmitting the program data of the program broadcast by the broadcasting station 2 to the content viewing terminal 1. Program data is information about a program, such as the audience rating of each layer of the program and information on the composition of the program (for example, variety, entertainment, cooking, news, drama, documentary, etc.). Information about program categories such as sports and information).

The advertisement server 4 has a function of transmitting the advertisement metadata to the content viewing terminal 1 in response to a request for the advertisement metadata from the content viewing terminal 1. For each ad, the ad metadata includes ad time (length), price, desired broadcast (delivery) time zone, cumulative impressions, target audience for the ad, ad category, and a list of competing ads. Information such as.

Further, the advertisement server 4 has a function of delivering a group of contents in which the requested advertisement is inserted to the content viewing terminal 1 in response to an advertisement insertion request from the content viewing terminal 1.

Next, the configuration and operation of each device will be described with reference to the drawings.

First, the content viewing terminal 1 will be described.

The content viewing terminal 1 can be configured by an information processing device (computer) having a television receiving function. FIG. 2 is a block diagram of the content viewing terminal 1.

As shown in FIG. 2, the content viewing terminal 1 includes a television program receiving unit 21 including a tuner and an encoder for receiving television broadcasting, a processor 22, a memory (ROM or RAM) 23, and a storage device (hard disk, semiconductor disk, etc.). 24, an input device (remote control, keyboard, mouse, touch panel, etc.) 25, a display device (display) 26, and a communication device 27 are provided.

In the content viewing terminal 1, the program stored in the storage device 24 is loaded into the memory 23, and the program is executed by the processor 22, so that the transmission / reception processing 221 and the viewing history recording processing 222 and the viewer attribute estimation processing 223 are executed. The advertisement estimation process 224 and the display control process 225 are realized.

Specifically, the content viewing terminal 1 uses a hybrid cast or the like by the transmission / reception processing 221 to perform a viewing history recording process 222, a viewer attribute estimation process 223, an advertisement estimation process 224, and a display control process 225. , The program to be executed by the processor is acquired from the advertisement server 4. The acquisition of the program or the like is not necessarily limited to the advertisement server 4, and may be acquired from another server. Hereinafter, the transmission / reception processing 221 executed in the content viewing terminal 1, the viewing history recording processing 222, the viewer attribute estimation processing 223, the advertisement estimation processing 224, and the display control processing 225 will be described.

The transmission / reception process 221 is a process for transmitting / receiving information between the content viewing terminal 1 and the program server 3 and the advertisement server 4 by using a hybrid cast or the like.

The viewing history recording process 222 is a process for recording the viewing history of the broadcast content (program) viewed on the content viewing terminal 1. The recorded viewing history is a history that can identify the content (program) viewed by the viewer, such as the viewing time (time), viewing channel, and viewing program name. FIG. 3 is a diagram showing an example of a viewing history recorded by the viewing history recording process 222. In the example shown in FIG. 3, the viewing history of the program currently being viewed (viewing history 1) and the latest 5 viewing histories (viewing history 2 to viewing history 6) among the viewing histories viewed in the past are recorded. As an example, the viewing date, viewing time, and viewing channel of the program viewed by the viewer are recorded as each viewing history. In the present embodiment, the case of recording the viewing history of the content broadcast from the broadcasting station 2 is taken as an example, but the present invention is not limited to this. For example, the viewing history of the content distributed on the Internet or the like may be recorded.

The viewer attribute estimation process 223 is based on the recorded viewing history and the program data acquired from the program server 3, and the viewer attributes (for example, the viewer's gender, age group, presence / absence of children, category of interest, etc.). Is the process of estimating. To estimate the attributes of the viewer, for example, the teacher data is used to train the neural network to learn the relationship between the program data and the attributes of the viewer estimated from the program data, and the trained neural network is used. Will be. The learned neural network is acquired by the content viewing terminal 1 from the advertisement server 4 by using a hybrid cast or the like. In the neural network once learned, the weighting and the like in the intermediate layer may be updated in a timely manner by the advertisement server 4.

An example of the neural network used in the viewer attribute estimation process 223 will be described with reference to FIG.

An example of the neural network shown in FIG. 4 is a total of 6 viewing histories (viewing history 1) of 5 programs viewed in the past (viewing history 2 to 6) and the program currently being viewed. An example of estimating the viewer attribute from the program data is shown. The input layer consists of eight input nodes corresponding to the program category (for example, [variety, entertainment, cooking, news, drama, documentary, sports, information]) for one viewing program, and program viewing. Eight input nodes corresponding to rate information (for example, the audience rating of the audience rating [C, T, M1, M2, M3, F1, F2, F3] layer for each age category of viewers) and the broadcast time It has one input node. Since the 17 input nodes have the number of programs (6 times), the neural network as a whole has 17 × 6 = 102 input nodes.

On the other hand, the output layer is one output node from which the degree of gender of the viewer is output, and the degree of the viewer layer ([C, T, M1, M2, M3, F1, F2, F3] layer) of the viewer. 8 output nodes that output the degree of the program category ([Variety, Entertainment, Cooking, News, Drama, Documentary, Sports, Information]) that the viewer is interested in, 8 output nodes that output children It has a total of 18 output nodes, one output node that outputs the degree of presence or absence of.

By inputting data including program data acquired from the program server 3 and viewing history recorded by the viewing history recording process 222 into the above-mentioned neural network, for example, the gender of the viewer, the viewer layer of the viewer, and the like. It is possible to estimate the program category of interest to the viewer and the existence of the viewer's children.

For example, when the viewing history is shown in FIG. 3, the program data specified from the viewing history shown in FIG. 3 is acquired from the program server 3. Then, assuming that the program data corresponding to the viewing history is that shown in FIG. 5, each data is input to the input node of the neural network. Then, the degree (value) as shown in FIG. 6 is output from the output node of the neural network.

The above-mentioned neural network is an example, and the attributes of the viewer may be estimated only by the program data corresponding to the past viewing history without considering the program data corresponding to the current viewing history.

The viewer attributes estimated by the viewer attribute estimation process are used in the advertisement estimation process described later, but it is not necessary to conclude the viewer attributes at the stage of the viewer attribute estimation process, and the attributes are output from each output node. The degree (value) (estimated value) may be used as it is in the advertisement estimation process described later. Further, when the viewer attribute is determined at the stage of the viewer attribute estimation process, for example, the degree to which the output node of the neural network is output is determined by a predetermined threshold value. For example, in the case of gender, it is estimated that if the output value of the output node of the neural network is "0 to 0.3", it is male, and if it is "0.7 to 1", it is female. be.

The advertisement estimation process 224 is a process of estimating an advertisement suitable for a viewer from the viewer attribute estimated by the viewer attribute estimation process 223 and the advertisement metadata acquired from the advertisement server 4. Then, it is a process of transmitting the advertisement identification information for identifying the estimated advertisement and the arrangement pattern of the advertisement (the pattern of displaying the advertisement in what order) to the advertisement server 4.

The advertisement estimation process 224 that estimates an advertisement suitable for the viewer uses, for example, the viewer attribute estimated by the viewer attribute estimation process 223 and the advertisement metadata acquired from the advertisement server 4 by using a genetic algorithm. It can be realized by analysis.

ここで、Ｃ_１，Ｃ_２は定数、AdPriceは広告の値段、Corは視聴者属性と広告がターゲットとする広告ターゲット層との相関、Disは広告主の希望広告放送時間帯と現在の視聴時刻との距離、Countは広告の累積表示回数、Lengthは広告の尺である。 For example, "Advertising value" that has the ad target group of what kind of audience to target, the desired broadcast time zone of the ad, the unit price of the ad, the cumulative number of impressions of the ad, and the scale of the ad. "V" is defined, and based on V, the advertisement to be presented to the viewer is determined by a genetic algorithm. The algorithm is as follows.
(1) First, the advertisement metadata is acquired from the advertisement server 4. FIG. 7 shows an example of the advertisement metadata acquired from the advertisement server 4. The ad metadata shown in FIG. 7 shows, for each ad, the desired broadcast time zone of the ad, the ad unit price, the cumulative number of impressions of the ad, the value of the ad scale, the target gender, and the audience group ([C, T, M1). , M2, M3, F1, F2, F3] layer) and the degree of suitability with or without children are described. Then, the value V (adding the profit and the appropriateness of the advertisement) is calculated for each advertisement. For example, the following equation.

Here, C ₁ and C ₂ are constants, AdPrice is the price of the advertisement, Cor is the correlation between the viewer attribute and the advertisement target group targeted by the advertisement, and Dis is the advertiser's desired advertisement broadcast time zone and the current viewing time. The distance to and Count is the cumulative number of impressions of the ad, and Length is the scale of the ad.

The value of Cor becomes larger as the correlation between the viewer attribute and the advertisement target layer targeted by the advertisement is higher. For example, as an example of the calculation method of Cor, the output value of the output node of the neural network in the viewer attribute estimation process, the target gender for each advertisement in the advertisement metadata, and the viewer layer ([C, T, M1, M1, There is an example in which the dispersion value of the M2, M3, F1, F2, F3] layer) and the degree of suitability with or without children is obtained, and the inverse of the value is R _Conview . However, the above calculation method is an example and is not limited to this.
(2) Generate n individuals using advertisements as chromosomes (initial value is random)
(3) If the chromosome is 1, it will be adopted as an advertisement to be actually broadcast.
(4) Calculate the fitness T (sum of the value V of the advertisement to be adopted) for each individual, and make sure that the top two individuals are left as elite individuals in the next generation, and the remaining n-2 individuals are proportional to the fitness T. Then select n next-generation individuals so that they can easily remain.
(5) Next-generation individuals are "crossed" with each other to replace chromosomes.
(6) A "mutation" is generated with a certain probability and a part of the chromosome is randomly replaced.
(7) Repeat steps (3) to (6) a specified number of times.

FIG. 8 shows the concept of the algorithm described above.

In this way, it is possible to estimate an advertisement suitable for the viewer and an arrangement pattern of the advertisement. The advertisement pattern may be one advertisement.

Further, in the value V for each advertisement described above, the profit obtained by the advertisement and the appropriateness between the viewer and the advertisement are considered, but the profit obtained by the advertisement is not considered and only the appropriateness between the viewer and the advertisement is considered. It is also possible to estimate the advertisement in consideration. Of the above formulas, the first item is for efficiently delivering advertisements so as to maximize the profits of the broadcasting station, and the second item is for viewers who are interested in advertising. This is a section for delivering advertisements at a time that suits your wishes. Therefore, when considering only the appropriateness between the viewer and the advertisement, the calculation may be performed by the formula of only the second term except for the first item.

The display control process 225 is a process for controlling the display of the content into which the advertisement delivered from the advertisement server 4 is inserted in the display control process 225 instead of the broadcast program currently being viewed.

As shown in FIG. 9, the program server 3 includes a processor 31, a memory (ROM or RAM) 32, a storage device (hard disk, semiconductor disk, etc.) 33, an input device (keyboard, mouse, touch panel, etc.) 34, and a display device (display). It can be configured by a general-purpose computer having hardware resources such as 35, a communication device 36, and a program database 37.

The program database 37 is a database in which program data of each program is stored. As described above, the program data is shown in FIG. 5 as an example, and is, for example, information about a program, such as the audience rating of each layer of the program and the composition of the program. Information about what is there (eg, information about program categories such as variety, entertainment, cooking, news, drama, documentary, sports, information, etc.). The program database 37 may be provided in the program server 3, but may be physically provided externally to the program server 3 and connected to the program server 3 via a LAN.

In the program server 3, the program stored in the storage device 33 is loaded into the memory 32, and the program is executed by the processor 31, so that the transmission / reception process 311 and the program data transmission process 312 are realized.

The transmission / reception process 311 is a process for transmitting / receiving information between the program server 3 and the content viewing terminal 1.

The program data transmission process 312 is a process of transmitting program data to the content viewing terminal 1 to the content viewing terminal 1. As long as the program data to be transmitted can cover the program data of the program in the viewing history of the content viewing terminal 1, a certain amount of program data broadcasted in the past and present is used even by the method of designating the program data from the content viewing terminal 1. May be transmitted to the content viewing terminal 1.

The advertisement server 4 has a function of transmitting the advertisement metadata to the content viewing terminal 1 in response to a request for the advertisement metadata from the content viewing terminal 1. For each ad, the ad metadata includes ad time (length), price, desired broadcast (delivery) time zone, cumulative impressions, target audience for the ad, ad category, and a list of competing ads. Information such as.

Further, the advertisement server 4 has a function of delivering a group of contents in which the requested advertisement is inserted to the content viewing terminal 1 in response to an advertisement insertion request from the content viewing terminal 1. The content into which the advertisement is inserted is, for example, the same as the program broadcast on the television station 2.

Specifically, as shown in FIG. 10, the advertisement server 4 includes a processor 41, a memory (ROM or RAM) 42, a storage device (hard disk, semiconductor disk, etc.) 43, an input device (keyboard, mouse, touch panel, etc.) 44, It can be configured by a general-purpose computer having hardware resources such as a display device (display) 45, a communication device 46, an advertisement metadata database 47, an advertisement video database 48, and a content database 49.

The advertisement metadata database 47 is a database in which the metadata of each advertisement is stored. As mentioned above, the ad metadata includes, for each ad, the ad time (length), price, desired broadcast (delivery) time zone, cumulative impressions, target audience for the ad, ad category, etc. Information such as a list of competing advertisements. As an example, as described above, it is shown in FIG.

The advertisement video database 48 is a database in which video (including audio) of each advertisement is stored.

The content database 49 is a database in which content is stored. The stored content is, for example, the same as the content (program) broadcast on the television station 2.

The advertisement metadata database 47, the advertisement video database 48, and the content database 49 may be provided in the advertisement server 4, but are physically provided externally to the advertisement server 4 and connected to the advertisement server 4 via a LAN. It may have been done.

In the advertisement server 4, the program stored in the storage device 43 is loaded into the memory 42, and the program is executed by the processor 41, so that the transmission / reception process 411, the advertisement metadata transmission process 412, and the advertisement insertion process 413 are performed. It will be realized.

The transmission / reception process 411 is a process for transmitting / receiving information between the advertisement server 4 and the content viewing terminal 1.

The advertisement metadata transmission process 412 is a process of transmitting advertisement metadata to the content viewing terminal 1 in response to a request to the content viewing terminal 1.

The advertisement insertion process 413 selects the video of the advertisement designated from the content viewing terminal 1 from the advertisement video database 48, and inserts the video of the selected advertisement into the content read from the content database 49. Then, it is a process of transmitting the content in which the advertisement is inserted to the content viewing terminal 1.

Next, the operation of the above-mentioned advertisement distribution system and each device used thereof will be described. FIG. 11 is a sequence diagram of the advertisement distribution system. In the following description, the content viewing terminal 1 uses a hybrid cast or the like to provide a program or the like for causing a processor to execute a viewing history recording process 222, a viewer attribute estimation process 223, and an advertisement estimation process 224. , It is assumed that it has already been acquired from the advertisement server 4.

First, the television station 2 broadcasts the program (Step 10).

The content viewing terminal 1 receives the broadcast program, and the viewer starts viewing the program. At the time of this viewing, the content viewing terminal 1 starts the viewing history recording process 222 (Step 11). The viewing history recording process 222 records a history that can identify the content (program) viewed by the viewer, such as the viewing time, viewing channel, and viewing program name, for each viewed program.

The content viewing terminal 1 performs viewer attribute estimation processing 223 for estimating viewer attributes from the recorded viewing history and program data acquired from the program server 3 (Step 12). Here, the operation of the viewer attribute estimation process 223 will be described. FIG. 12 is an operation flowchart of the viewer attribute estimation process 223.

When the viewing of the content is started (Step 100), it is confirmed whether or not the viewing history for n times exists (Step 101). If the viewing history for n times does not exist, the viewer attribute estimation process is terminated. On the other hand, when the viewing history for n times exists, the viewing history currently being viewed and the viewing history for n times are acquired (Step 102). In this example, assuming that n is 5, the viewing history for 6 times including the viewing history currently being viewed is acquired. Then, in this example, it is assumed that the acquired viewing history for 6 times is shown in FIG.

Subsequently, the viewer attribute estimation process 223 requests the program server 3 for the program data corresponding to the acquired viewing history (Step 13, Step 103). In this example, the program server 3 is requested with the program data corresponding to the content currently being viewed and the viewing history for the past five times.

The program server 3 transmits the program data in response to the request for the program data from the content viewing terminal 1 (Step 14). As long as the program data to be transmitted can cover the program data of the program in the viewing history of the content viewing terminal 1, a certain amount of program data broadcasted in the past and present is used even by the method of designating the program data from the content viewing terminal 1. May be transmitted to the content viewing terminal 1.

The viewer attribute estimation process 223 acquires the program data corresponding to the acquired viewing history from the program server 3 (Step 104). In this example, the program data corresponding to the content currently being viewed and the viewing history for the past five times is acquired from the program server 3. In this example, it is assumed that the program data corresponding to the content currently being viewed and the viewing history for the past five times is shown in FIG.

The viewer attribute estimation process 223 generates input data to be input to the neural network from the viewing history for (n + 1) times and the program data corresponding to the viewing history acquired from the program server 3 (Step 105). FIG. 13 is a diagram showing an example of input data to be input to the neural network from the recorded viewing history and the program data acquired from the program server 3. In FIG. 13, from the program data of each program specified from the viewing history, the ratio of the category ([variety, entertainment, cooking, news, drama, documentary, sports, information]) occupied by the program and the viewer of the program. Audience rating for each age group [C, T, M1, M2, M3, F1, F2, F3] layer audience rating) and broadcast time are extracted to generate input data to be input to the neural network. ing. In the case of the content currently being viewed, not all input data may be available. For example, it is a case such as the audience rating for each age group of the viewers of the program. In such a case, a tentative numerical value may be applied.

Next, the viewer attribute estimation process 223 inputs the generated input data to the neural network, outputs classification data, and estimates the attributes of the viewer (Step 106). In this example, from the output node of the neural network, gender = 1, C = 0.4, T = 0.2, M1 = 0.3, M2 = 0.2, M3 = 0.2, F1 = 0.1. , F2 = 0.6, F3 = 0.2, Variety = 0.2, Entertainment = 0.4, Cooking = 0.8, News = 0.2, Drama = 0.4, Documentary = 0.3, Sports It is assumed that = 0.2, information = 0.3, and presence / absence of children = 0.6 are output.

When the viewer attribute estimation process 223 is completed, the content viewing terminal 1 performs the advertisement estimation process 224 (Step 15). Here, the operation of the advertisement estimation process 224 will be described. FIG. 14 is an operation flowchart of the advertisement estimation process 224.

First, the advertisement estimation process 224 requests the advertisement metadata from the advertisement server 4 (Step 16, Step 200). At this time, the viewing program identification information for identifying the program currently being viewed by the content viewing terminal is also transmitted.

The advertisement server 4 transmits the advertisement metadata in response to the request for the advertisement metadata from the content viewing terminal 1 (Step 17). It should be noted that the reception time of the advertisement metadata request from the content viewing terminal 1 is acquired as the viewing time when the content is viewed by the content viewing terminal 1.

The advertisement estimation process 224 acquires advertisement metadata (Step 201). In this example, it is assumed that the acquired advertising metadata is as shown in FIG.

Next, the correlation value between the viewer attribute and the advertisement target layer is calculated (Step 202). In this example, gender = 1, C = 0.4, T = 0.2, M1 = 0.3, M2 = 0.2, M3 = 0.2, F1 = output from the output node of the neural network. Each value of 0.1, F2 = 0.6, F3 = 0.2, and presence / absence of children = 0.6, and the gender of each advertisement in the advertisement data shown in FIG. 7, C, T, M1, M2, Calculate the variance with each value of M3, F1, F2, F3 and the presence or absence of children, and calculate the inverse as the correlation value between the viewer attribute and the advertisement target layer targeted by the advertisement. In addition, the distance between the advertiser's desired advertisement broadcast time zone and the current viewing time (acquired viewing time in Step 17) is also calculated. Then, the correlation between the calculated viewer attributes and the target ad target group of the ad (Cor), the distance between the advertiser's desired ad broadcast time zone and the current viewing time (Dis), and the ad price (AdPrice). , The cumulative impression count (Count) of the advertisement and the length (Length) of the advertisement are used to calculate the value V for each advertisement (Step 203).

Subsequently, the advertisement estimation process 224 estimates the advertisement pattern that maximizes the effect of the advertisement by considering the matching between the attributes of the viewer and the target group of each advertisement by using the value V of each advertisement and the genetic algorithm. (Step 204). In this example, it is presumed that the pattern in which the advertisement 3 and the advertisement 4 are viewed in the order of the advertisement 3 and the advertisement 4 is suitable for the viewer.

Then, when the conforming advertisement is estimated, the advertisement estimation process 224 transmits the advertisement identification information for identifying the estimated advertisement and the arrangement pattern (advertisement pattern) of the advertisement to the advertisement server 4 (Step 18, Step 205).

The advertisement server 4 that has received the advertisement identification information and the advertisement arrangement pattern from the content viewing terminal 1 starts the advertisement insertion process 413 (Step 19). The advertisement insertion process acquires the video data of the corresponding advertisement from the advertisement video database 48 from the advertisement identification information. Further, using the acquired viewing program identification information and the viewing time at which the content is being viewed, the video data of the same program as the program currently being viewed by the viewer is acquired from the content database 49. Then, the advertisement acquired from the advertisement video database 48 is inserted into the advertisement space (advertisement display section) of the program acquired from the content database 49 according to the arrangement pattern of the advertisement. In this example, the advertisement 3 and the advertisement 4 are inserted into the advertisement space (advertisement display section) of the program currently being viewed in the order of the advertisement 3 and the advertisement 4. As a result, the content in which the advertisement suitable for the viewer is inserted is generated. The content may be the same as the program currently being broadcast from the broadcasting station 2 (the program currently being viewed), or may be original content. The generated content is transmitted to the content viewing terminal 1.

The content viewing terminal 1 receives the content in which the advertisement is inserted, and uses the display control process 225 to view the content instead of the broadcast program (Step 20).

In the above-mentioned example, instead of the broadcast program, the content in which the advertisement is inserted is configured to be viewed. However, the advertisement server 4 is configured to deliver only the advertisement, and the display control process of the content viewing terminal 1 is configured to display the delivered advertisement instead of the advertisement in the advertisement time zone of the broadcast program. Is also good.

Further, the content viewing terminal 1 does not need to display the broadcast program from the broadcast wave, and may receive and view the same content as the broadcast program transmitted from the advertisement server from the beginning.

In the first embodiment, an advertisement suitable for the viewer can be selected. Moreover, since the estimation of the advertisement suitable for the viewer is performed on the content viewing terminal side, it is not necessary to send personal information such as the attributes of the viewer to an external device such as a server, and the viewpoint of protection of personal information is taken. A great effect can be obtained from.

Further, since the estimation of the advertisement suitable for the viewer is performed on the content viewing terminal side, the effect that the processing load on the server side is small can be obtained.

<Second embodiment>
The second embodiment will be described.

The difference between the second embodiment and the first embodiment is that the content viewing terminal 1 transmits an advertisement broadcast from a broadcasting station (hereinafter referred to as a default advertisement) and a broadcast program advertisement server 4. It is to switch between an advertisement suitable for the viewer (described as a conforming advertisement) depending on the communication environment.

Due to the above differences, in the second embodiment, the configuration of the content viewing terminal 1 is different from that in the first embodiment. FIG. 15 is a block diagram of the content viewing terminal 1 of the second embodiment.

In the content viewing terminal 1 of the second embodiment, in addition to the content viewing terminal 1 of the first embodiment, it is added that the processor 22 performs the switching process 226. This switching process 226 measures the communication quality of the communication line of the content viewing terminal 1. As a result of measuring the communication quality, if it is possible to stably acquire the content with the conforming advertisement inserted from the network side (hybrid cast side), instead of watching the broadcast wave program, the content with the conforming advertisement inserted is the content. Displayed on the viewing terminal 1. On the other hand, as a result of measuring the communication quality, if the network side (hybrid cast side) is unstable and the content with the conforming advertisement inserted cannot be acquired normally, the broadcast program by the broadcast wave is displayed as it is and the default advertisement is viewed. Let people watch.

In the second embodiment, even when the communication environment on the network side is unstable, the viewer can view the advertisement by the normal broadcast wave, so that the advertisement can be stably delivered.

<Modified example of the second embodiment>
In the second embodiment described above, an example has been described in which the advertisement presented to the viewer is switched between the default advertisement and the conforming advertisement depending on the communication environment on the network side.

However, in the viewer attribute estimation process 223 of the content viewing terminal 1, when the estimation of the viewer attribute cannot obtain a predetermined accuracy, the broadcast program by the broadcast wave is displayed as it is regardless of the communication environment on the network side. The default ad may be configured to be viewed by the viewer.

Further, a second embodiment and a modification of the second embodiment may be combined.

1 Content viewing terminal 2 Broadcasting station 3 Program server 4 Advertising server 21 TV program receiver 22 Processor 23 Memory 24 Storage device 25 Input device 26 Display device 31 Processor 32 Memory 33 Storage device 34 Input device 35 Display device 36 Communication device 37 Program database 41 Processor 42 Memory 43 Storage device 44 Input device 45 Display device 46 Communication device 47 Advertising metadata database 48 Advertising video database 49 Content database

Claims (13)

An advertisement distribution system including a broadcasting station that broadcasts a broadcast program, a content viewing terminal for viewing the broadcast program and contents, a program server, and an advertisement server.
The program server
A program data transmission unit for transmitting program data related to a broadcast program viewed by the content viewing terminal to the content viewing terminal is provided.
The advertising server
An advertisement metadata transmission unit that transmits advertisement metadata related to the advertisement, including advertisement identification information that identifies the advertisement, to the content viewing terminal.
The advertisement identification information is received from the content viewing terminal, the advertisement specified by the advertisement identification information is inserted into the content to be delivered to the content viewing terminal, and the content in which the advertisement is inserted is transmitted to the content viewing terminal. Advertisement insertion part and
Equipped with
The content viewing terminal is
A receiving unit that receives the program data and the advertisement metadata via a communication line,
A viewing history recording unit that records the viewing history of the broadcast program that was watched,
A viewer attribute estimation unit that estimates the viewer attributes of the viewer using the program data and the viewing history, and a viewer attribute estimation unit.
An advertisement estimation unit that estimates an advertisement suitable for the viewer of the content viewing terminal using the viewer attribute and the advertisement metadata, and transmits the advertisement identification information of the estimated advertisement to the advertisement insertion unit.
A display control unit that receives the content in which the advertisement is inserted and displays the content in which the advertisement is inserted via the communication line.
To prepare
Advertisement delivery system. The advertisement distribution system according to claim 1, wherein the advertisement estimation unit estimates a plurality of advertisements suitable for the viewer of the content viewing terminal and the viewing order of the plurality of advertisements. Claim 1 or claim 2 that the advertisement estimation unit estimates an advertisement suitable for the viewer of the content viewing terminal and maximizing the profit from the advertisement by using the viewer attribute and the advertisement metadata. Advertisement delivery system described in. The display control unit measures the communication quality of the communication line, and based on the measurement result of the communication quality, switches and displays the content into which the advertisement is inserted and the broadcast program, according to claims 1 to 3. The ad delivery system described in either. A content viewing terminal that can watch broadcast programs
A receiver that receives program data related to the broadcast program viewed and advertisement metadata related to the advertisement, including advertisement identification information that identifies the advertisement, via a communication line.
A viewing history recording unit that records the viewing history of the broadcast program that was watched,
A viewer attribute estimation unit that estimates the viewer attributes of the viewer using the program data and the viewing history, and a viewer attribute estimation unit.
An advertisement estimation unit that estimates an advertisement suitable for the viewer using the viewer attribute and the advertisement metadata, and transmits the advertisement identification information of the estimated advertisement.
A content viewing terminal having a display control unit that receives content in which an advertisement specified by the advertisement identification information is inserted and displays the content in which the advertisement is inserted via the communication line. The content viewing terminal according to claim 5, wherein the advertisement estimation unit estimates a plurality of advertisements suitable for the viewer of the content viewing terminal and the viewing order of the plurality of advertisements. Claim 5 or claim 6 that the advertisement estimation unit estimates an advertisement suitable for the viewer of the content viewing terminal and maximizing the profit from the advertisement by using the viewer attribute and the advertisement metadata. Content viewing terminal described in. The display control unit measures the communication quality of the communication line, and based on the measurement result of the communication quality, switches and displays the content into which the advertisement is inserted and the broadcast program, according to claims 5 to 7. Content viewing terminal described in any. An advertisement including a broadcasting station that broadcasts a broadcast program, a content viewing terminal for viewing the broadcast program and content, and a program server for transmitting program data related to the broadcast program viewed by the content viewing terminal to the content viewing terminal. An advertising server in a distribution system
An advertisement metadata transmission unit that transmits advertisement metadata related to the advertisement, including advertisement identification information that identifies the advertisement, to the content viewing terminal.
An advertisement that receives advertisement identification information from the content viewing terminal, inserts the advertisement specified by the advertisement identification information into the content to be delivered to the content viewing terminal, and transmits the content into which the advertisement is inserted to the content viewing terminal. Insertion part and
Equipped with
The advertisement identification information received from the content viewing terminal uses the viewing history of the broadcast program viewed on the content viewing terminal, the viewer attribute estimated using the program data, and the advertisement metadata. Estimated advertisement identification information of an advertisement suitable for the viewer of the content viewing terminal.
Advertising server. A computer program that allows you to watch broadcast programs
A reception process for receiving program data related to a broadcast program viewed and advertisement metadata related to the advertisement including advertisement identification information for identifying the advertisement via a communication line.
Viewing history recording processing that records the viewing history of the broadcast program that was watched, and
A viewer attribute estimation process for estimating the viewer attribute of a viewer using the program data and the viewing history, and a viewer attribute estimation process.
An advertisement estimation process that estimates an advertisement suitable for the viewer using the viewer attribute and the advertisement metadata, and transmits the advertisement identification information of the estimated advertisement.
A display control process for receiving the content in which the advertisement specified by the advertisement identification information is inserted and displaying the content in which the advertisement is inserted via the communication line.
A program that causes the computer to execute. The program according to claim 10, wherein the advertisement estimation process estimates a plurality of advertisements suitable for the viewer and a viewing order of the plurality of advertisements. The program according to claim 10 or 11, wherein the advertisement estimation process uses the viewer attributes and the advertisement metadata to estimate an advertisement suitable for the viewer and maximizing the profit from the advertisement. .. The display control process measures the communication quality of the communication line, and based on the measurement result of the communication quality, the content in which the advertisement is inserted and the broadcast program are switched and displayed. The program described in either.

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