JP7094930B2 - Content presentation device and content presentation method - Google Patents

Description

The present invention relates to a content presenting device and a content presenting method.

Conventionally, content such as advertisements has been delivered to users. For example, Patent Document 1 discloses a technique for specifying tourism resource information corresponding to a user's travel destination and distributing advertising content based on the tourism resource information to a user terminal.

Japanese Unexamined Patent Publication No. 2010-55370

By the way, when the content is delivered to the user terminal, the degree of reaction of the user differs depending on the configuration of the content. For example, even if the advertising content of the same product is used, the user may or may not be interested depending on the composition of the content. On the other hand, the technique described in Patent Document 1 has a problem that it is not possible to present content having a structure in consideration of the degree of reaction of the user.

Therefore, the present invention has been made in view of these points, and an object of the present invention is to provide a content presenting device and a content presenting method capable of presenting content having a configuration in consideration of the degree of reaction of a user.

The content presenting device according to the first aspect of the present invention stores a storage unit that stores an attribute of a user in association with a presenting method effective for a user having the attribute, and an attribute of a user to be presented with the content. The attribute specifying unit to be specified, the presentation method specifying unit that specifies the presentation method stored in association with the attribute specified by the attribute specifying unit in the storage unit, and the presentation specified by the presentation method specifying unit. A presentation unit that presents the content corresponding to the method to the user is provided.

The storage unit stores the frequency of use of the privilege by the user as an attribute of the user in association with the presentation method, and the attribute specifying unit specifies the frequency of use of the privilege as an attribute of the user. In the storage unit, the presentation method specifying unit may specify a presentation method associated with the frequency of use of the privilege specified by the attribute specifying unit.

The content is content for guiding the user to a predetermined travel destination, and the storage unit stores the travel frequency of the user as an attribute of the user in association with the presentation method, and stores the attribute. The specific unit specifies the travel frequency of the user as an attribute of the user, and the presentation method specifying unit is a presentation method associated with the travel frequency of the user specified by the attribute specifying unit in the storage unit. May be specified.

The content is content for guiding the user to a predetermined travel destination, and the storage unit stores the travel distance of the user to the travel destination in association with the presentation method effective for the travel distance. Then, the attribute specifying unit specifies the moving distance of the user when the user travels to the predetermined travel destination, and the presenting method specifying unit is the storage unit specified by the attribute specifying unit. The presentation method associated with the user's travel distance may be specified.

The content includes information indicating a travel time and guides the user to a predetermined travel destination, and the storage unit is a travel time to the travel destination of the user and a presentation effective at the travel time. The presentation method specifying unit may specify the presentation method associated with the travel time indicated by the content in the storage unit.

The storage unit stores the presentation method in association with the content generated corresponding to the presentation method, and the presentation unit stores the presentation method specified by the presentation method specifying unit in the storage unit. The content associated with may be presented to the user.

In the content presentation method according to the second aspect of the present invention, a step of specifying an attribute of a user who is a target for presenting the content, the attribute of the user, and a presentation method effective for the user having the attribute are stored in association with each other. Corresponds to the step of specifying the presentation method associated with the attribute specified in the step of specifying the attribute and the presentation method specified in the step of specifying the presentation method. It comprises a step of presenting the content to the user.

According to the present invention, there is an effect that it is possible to present content having a structure in consideration of the degree of reaction of the user.

It is a figure which shows the outline of the content presenting apparatus which concerns on 1st Embodiment. It is a figure which shows the structure of the content presenting apparatus which concerns on 1st Embodiment. It is a figure which shows an example of the user information which concerns on 1st Embodiment. It is a figure which shows an example of the presentation method information which concerns on 1st Embodiment. It is a figure which shows an example of the content information which concerns on 1st Embodiment. It is a figure which shows another example of the presentation method information which concerns on 1st Embodiment. It is a flowchart which shows an example of the processing flow of the content presenting apparatus which concerns on 1st Embodiment. It is a figure which shows an example of the presentation method information which concerns on 2nd Embodiment. It is a figure which shows an example of the presentation method information which concerns on 3rd Embodiment.

<First Embodiment>
[Overview of content presentation device 1]
FIG. 1 is a diagram showing an outline of the content presentation device 1 according to the first embodiment. The content presentation device 1 is a computer that presents content such as advertising content such as a travel plan to a user. The content presenting device 1 is communicably connected to a user terminal 2 used by a user presenting content via a communication network such as the Internet.

The content presentation device 1 specifies an attribute of a user who presents content ((1) in FIG. 1), and specifies a presentation method corresponding to the specified attribute ((2) in FIG. 1). The content presentation device 1 stores in advance the presentation method and the content corresponding to the presentation method in association with each other. The content presentation device 1 identifies the content corresponding to the specified presentation method among the stored contents ((3) in FIG. 1), and transmits the specified content to the user terminal 2 ((4) in FIG. 1). )).

By doing so, the content presenting device 1 can present the content corresponding to the presenting method effective to the user to the user, and therefore presents the content having a configuration in which the user's reaction degree is relatively high. be able to.

[Configuration of content presentation device 1]
Subsequently, the configuration of the content presentation device 1 will be described. FIG. 2 is a diagram showing a configuration of the content presentation device 1 according to the first embodiment. As shown in FIG. 2, the content presenting device 1 includes a storage unit 11 and a control unit 12.

The storage unit 11 is a storage medium including a ROM (Read Only Memory), a RAM (Random Access Memory), and the like. The storage unit 11 stores a program executed by the control unit 12. For example, the storage unit 11 provides a content presentation program that causes the control unit 12 to function as a travel destination selection unit 121, a user selection unit 122, an attribute specification unit 123, a presentation method specification unit 124, and a presentation unit 125 as a type selection unit. I remember.

Further, the storage unit 11 stores the user information in which the user identification information for identifying the user and the user's attribute are associated with each other. FIG. 3 is a diagram showing an example of user information according to the first embodiment. Here, the attributes of the user include, for example, the age, gender, place of residence of the user, the frequency of travel of the user, and the frequency of use of benefits such as coupons by the user. The user attributes are used to select the user to whom the content is to be delivered and to identify an effective presentation method for the user.

Further, the storage unit 11 stores the presentation method information in which the attribute of the user and the presentation method effective for the user having the attribute are associated with each other. FIG. 4 is a diagram showing an example of presentation method information according to the first embodiment. Here, the attributes of the user associated with the presentation method are, for example, the travel frequency of the user, the frequency of use of benefits such as coupons by the user, but are not limited to this, and the age, gender, place of residence, etc. of the user are not limited to this. It may be included.

In addition, examples of the presentation method include Foot-in-the-door, reward, authority bias, and overhard. Foot-in-the-door is a method of presenting a simple request and then gradually presenting a larger request. For example, the advertising content corresponding to Foot-in-the-door is content that presents a tourist-friendly and cheap ticket as a simple request, and then presents tourism including an accommodation plan as a large request.

Reward is a presentation method in which the reward is first presented and then the request is presented. For example, the advertising content corresponding to the reward is content that presents benefits such as unlimited rides on the train for one week as rewards, and then presents sightseeing including accommodation plans including the benefits. Authority bias is a presentation method in which a request is presented by an authoritative person such as an expert. Overhard is a presentation method in which the user presents the request in a form that conveys his / her impression of the request, or presents the advantages of the request in an interactive manner.

The presentation method that is effective for the user is specified as shown below. For example, the attributes of the user are specified by a questionnaire or the like. In addition, information of the same content is presented to a plurality of users by a plurality of presentation methods by a questionnaire or the like, and selection of a favorite presentation method is accepted from the plurality of users. Thereby, the relationship between the presentation method selected by the plurality of users and the attribute of the user who selected the presentation method is specified.

Further, the storage unit 11 stores the content information in which the travel destination presented to the user, the presentation method corresponding to the content, and the content generated corresponding to the presentation method for guiding to the travel destination are associated with each other. Remember. FIG. 5 is a diagram showing an example of content information according to the first embodiment. The content is, for example, advertising content for guiding the user to the travel destination.

The control unit 12 is, for example, a CPU (Central Processing Unit). The control unit 12 functions as a travel destination selection unit 121, a user selection unit 122, an attribute specification unit 123, a presentation method specification unit 124, and a presentation unit 125 by executing the content presentation program stored in the storage unit 11. ..

The travel destination selection unit 121 selects a travel destination to be presented to the user. For example, the travel destination selection unit 121 selects a travel destination to be presented to the user by accepting the travel destination to be presented to the user from the administrator who manages the presentation of the content.

The user selection unit 122 selects a user to be presented with the content. For example, the user selection unit 122 is a target for presenting content to one or more users corresponding to the place of residence by accepting the place of residence of the user among the attributes of the user from the administrator who manages the presentation of the content. Select as the user to be.

The attribute specifying unit 123 specifies the attributes of the user who is the target of presenting the content. The attribute specifying unit 123 specifies the attributes of the user used to specify the presentation method for each of the one or more users selected by the user selection unit 122. For example, in the user information stored in the storage unit 11, the attribute specifying unit 123 determines the travel frequency and the usage frequency of the privilege among the attributes associated with the user of the user who is used to specify the presentation method. Specify as an attribute.

The presentation method specifying unit 124 specifies the presentation method stored in the storage unit 11 associated with the attribute specified by the attribute specifying unit 123 for each of the one or more users selected by the user selection unit 122. Specifically, the presentation method specifying unit 124 refers to the presentation method information stored in the storage unit 11 and specifies the presentation method associated with the travel frequency and the usage frequency of the privilege specified by the attribute specifying unit 123. do.

For example, when the travel frequency of a certain user is "once a month" and the frequency of use of the privilege is "once a month" among one or more users selected by the user selection unit 122, the presentation method specifying unit 124 is concerned. As the presentation method corresponding to the user, the presentation method "Foot-in-the-door" associated with the travel frequency "once a month" and the privilege usage frequency "once a month" is selected.

When there are a plurality of presentation methods associated with the travel frequency and the frequency of use of the privilege specified by the attribute specifying unit 123, the presentation method specifying unit 124 selects any one presentation method from these presentation methods. You may. Further, the presentation method specifying unit 124 stores the presentation method corresponding to the content presented to the user in the past in association with the reaction result to the content, and selects the presentation method associated with the good reaction result. You may. Here, the reaction result to the content is, for example, information indicating the viewing time of the content and whether or not the purchasing behavior is performed in response to the content.

The presentation unit 125 presents to the user the content corresponding to the presentation method specified by the presentation method specifying unit 124. Specifically, the presentation unit 125 refers to the content information stored in the storage unit 11, and is associated with the travel destination selected by the travel destination selection unit 121 and the presentation method specified by the presentation method specification unit 124. Specify the content to be presented to the user. Then, the presentation unit 125 presents the specified content to the user by transmitting the specified content to the user terminal 2.

The presentation unit 125 has decided to present the content stored in the storage unit 11 to the user, but the present invention is not limited to this. The presentation unit 125 may generate content corresponding to the travel destination selected by the travel destination selection unit 121 and the presentation method specified by the presentation method specifying unit 124, and present the generated content to the user.

FIG. 6 is a diagram showing another example of the presentation method information according to the first embodiment. In the example shown in FIG. 6, the presentation method information stores the attributes, the presentation method, and the information indicating the composition of the content in association with each other. The presentation unit 125 refers to the presentation method information shown in FIG. 6 and specifies the content configuration associated with the presentation method associated with the travel frequency and the usage frequency of the privilege specified by the attribute specifying unit 123. Then, the presentation unit 125 generates content based on the specified content structure, and presents the generated content to the user.

For example, the presentation unit 125 is the content associated with the presentation method “Foot-in-the-door” when the travel frequency and the usage frequency of the privilege specified by the attribute identification unit 123 are both “once a month”. Based on the structure "ticket → sightseeing", after presenting a cheap ticket that is easy to see, content that presents sightseeing including accommodation plans is generated as a big request. Further, when the travel frequency and the frequency of use of the privilege specified by the attribute specifying unit 123 are "once a year" and "once a week", the presentation unit 125 has a content configuration "reward" associated with the presentation method "reward". Based on "Coupon-> Tourism", first, the content related to the coupon is displayed, and then the content having a configuration for displaying the tourism content is generated. The presentation unit 125 may generate content in which the first half of one page is information about coupons and the second half is tourist information. Then, the presentation unit 125 presents the generated content to the user. By doing so, it is possible to present the content having a different content structure to the user even if the presentation method is the same.

[Process flow of content presentation device 1]
Subsequently, the processing flow of the content presentation device 1 will be described. FIG. 7 is a flowchart showing an example of the processing flow of the content presenting apparatus 1 according to the first embodiment.

First, the travel destination selection unit 121 selects a travel destination to be presented to the user (S1).
Subsequently, the user selection unit 122 selects one or more users to be presented with the content corresponding to the travel destination selected in S1 (S2).

Subsequently, the attribute specifying unit 123 specifies the user's attribute for each of the selected one or more users (S3).
Subsequently, the presentation method specifying unit 124 identifies the presentation method associated with the specified attribute for each of the selected one or more users (S4).

Subsequently, the presentation unit 125 identifies the travel destination selected in S1 and the content associated with the presentation method specified in S4 for each of the selected one or more users (S5).
Subsequently, the presentation unit 125 presents the content specified in S5 for each of the selected one or more users (S6).

[Effect in the first embodiment]
As described above, the content presenting device 1 according to the first embodiment identifies the attribute of the user to be presented with the content, and is associated with the attribute of the specified user and stored in the storage unit 11. Identify the method. Then, the content presentation device 1 presents the content corresponding to the specified presentation method to the user. By doing so, it is possible to present content having a structure in consideration of the degree of reaction of the user.

<Second Embodiment>
[Identify the presentation method corresponding to the distance traveled to the travel destination]
Subsequently, the second embodiment will be described. When the user travels to a travel destination, it is considered that the examination tendency differs depending on the distance traveled by the user to the travel destination. For example, when a user decides to travel to a distant destination, he or she is more likely to consider carefully than when deciding to travel to a nearby destination, and thinks that the effective presentation method is different. Be done. On the other hand, the content presenting device 1 according to the second embodiment is different from the first embodiment in that the presenting method is specified in consideration of the moving distance to the travel destination. The content presenting apparatus 1 according to the second embodiment will be described below. The same parts as those of the first embodiment will be omitted as appropriate.

In the second embodiment, the storage unit 11 stores the travel distance of the user to the travel destination as an attribute of the user and the presentation method effective for the travel distance in association with each other. FIG. 8 is a diagram showing an example of presentation method information according to the second embodiment. As shown in FIG. 8, the presentation method information according to the second embodiment is for the travel frequency as the user's attribute, the frequency of use of the privilege, the distance traveled to the user's travel destination, and the combination of these attributes. It is associated with a valid presentation method.

The attribute specifying unit 123 specifies the travel frequency as the user's attribute and the frequency of use of the privilege, and the travel distance of the user when the user travels to the travel destination (predetermined travel destination) selected by the travel destination selection unit 121. As a user attribute. The attribute specifying unit 123 specifies the distance between the travel destination (predetermined travel destination) selected by the travel destination selection unit 121 and the user's place of residence included in the user information, so that the user can move to the travel destination. Identify the distance traveled when traveling.

The presentation method specifying unit 124 refers to the presentation method information shown in FIG. 8 and specifies the presentation method associated with the travel frequency, the usage frequency of the privilege, and the travel distance of the user specified by the attribute specifying unit 123. For example, among one or more users selected by the user selection unit 122, the travel frequency of a certain user is "once a month", the frequency of using the privilege is "once a month", and the travel distance to the travel destination is "500 km". In some cases, the presentation method specifying unit 124 is a presentation method associated with the travel frequency "once a month", the privilege usage frequency "once a month", and the travel distance "201 km or more" as the presentation method corresponding to the user. Select "Foot-in-the-door".

[Effect in the second embodiment]
As described above, the content presentation device 1 according to the second embodiment specifies a presentation method associated with the travel distance of the user when the user travels to a predetermined travel destination, and therefore, the presenting method is associated with the travel distance. And can present effective content.

<Third Embodiment>
[Identify the presentation method corresponding to the travel time]
Subsequently, the second embodiment will be described. When a user travels to a travel destination, it is considered that the tendency of consideration differs depending on the travel time. For example, when traveling on long holidays such as New Year and Golden Week, there is a high tendency to consider carefully compared to traveling on weekend holidays, and it is thought that the effective presentation method is different. On the other hand, the content presenting device 1 according to the third embodiment is different from the first embodiment in that the presenting method is specified based on the travel time.

In the third embodiment, the travel destination selection unit 121 selects a travel destination to be presented to the user and a travel time to be presented to the user. For example, the travel destination selection unit 121 selects the travel destination and the travel time to be presented to the user by accepting the travel destination and the travel time to be presented to the user from the manager who manages the presentation of the content.

In the third embodiment, the storage unit 11 stores the travel time to the travel destination of the user and the presentation method effective at the travel time in association with each other. FIG. 9 is a diagram showing an example of presentation method information according to the third embodiment. As shown in FIG. 9, the presentation method information according to the third embodiment is for the travel frequency as the user's attribute, the frequency of use of the privilege, the travel time presented to the user, and the combination of these attributes and the travel time. Is associated with a valid presentation method.

The presentation method specifying unit 124 refers to the presentation method information shown in FIG. 8, and is associated with the travel frequency and the frequency of use of the privilege of the user specified by the attribute specifying unit 123, and the travel time selected by the travel destination selection unit 121. Identify the presentation method used. For example, among one or more users selected by the user selection unit 122, the travel frequency of a certain user is "once a month", the frequency of use of benefits is "once a month", and the travel time presented to the user is "May 1". In the case of "Sunday to May 5th", the presentation method specifying unit 124 has a travel frequency of "once a month", a privilege usage frequency of "once a month", and a travel distance of "4 /" as presentation methods corresponding to the user. Select the presentation method "overhard" associated with "28-5 / 6".

[Effect in the third embodiment]
As described above, since the content presentation device 1 according to the third embodiment specifies the presentation method associated with the travel time to be presented, it is possible to present effective content for the travel time. ..

Although the present invention has been described above using the embodiments, the technical scope of the present invention is not limited to the scope described in the above embodiments, and various modifications and changes can be made within the scope of the gist. be. For example, in the above-described embodiment, the content is content corresponding to a travel destination, and the type of content is assumed to be a travel destination, but the content is not limited to this. The content may be content corresponding to sports, entertainment, products, etc., and the type of content may be a type of sports, a type of entertainment, a type of product, or the like. In this case, the content presenting device 1 may store the contents corresponding to the types of these contents and the presenting method. Then, the content presentation device 1 may select a content type different from the travel destination and present the content corresponding to the presentation method corresponding to the content type and the user's attribute to the user.

In addition, all or part of the device can be functionally or physically distributed / integrated in any unit. Also included in the embodiments of the present invention are new embodiments resulting from any combination of the plurality of embodiments. The effect of the new embodiment produced by the combination has the effect of the original embodiment together.

1 ... Content presentation device, 11 ... Storage unit, 12 ... Control unit, 121 ... Travel destination selection unit, 122 ... User selection unit, 123 ... Attribute identification unit, 124 ...・ Presentation method identification part, 125 ・ ・ ・ Presentation part

Claims (7)

Corresponding to the first presentation method, which is a plurality of presentation methods for presenting a user's attribute and a predetermined request, and presents the predetermined request, which is a request larger than the small request after the small request, and the predetermined request. The second presentation method of presenting the predetermined request after presenting the privilege to be performed, the third presentation method of presenting the predetermined request by an authoritative person, and the predetermined method in a format that conveys the user's impression of the predetermined request. Of a plurality of presentation methods including the fourth presentation method for presenting the request of the above, a storage unit that stores the presentation method effective for the user having the attribute in association with the storage unit.
The attribute identification part that identifies the attributes of the user who is the target of presenting the content,
In the storage unit, a presentation method specifying unit that specifies a presentation method that is stored in association with the attribute specified by the attribute specifying unit, and a presentation method specifying unit.
A presenting unit that presents the content that presents the predetermined request to the user by a configuration corresponding to the presenting method specified by the presenting method specifying unit.
Content presentation device. The storage unit stores the frequency of use of the privilege by the user as an attribute of the user in association with the presentation method.
The attribute specifying unit specifies the frequency of use of the privilege as the attribute of the user.
The presentation method specifying unit specifies a presentation method associated with the frequency of use of the privilege specified by the attribute specifying unit in the storage unit.
The content presenting device according to claim 1. The content is content for guiding the user to a predetermined travel destination.
The storage unit stores the travel frequency of the user as an attribute of the user in association with the presentation method.
The attribute specifying unit specifies the travel frequency of the user as an attribute of the user.
The presentation method specifying unit specifies a presentation method associated with the travel frequency of the user specified by the attribute specifying unit in the storage unit.
The content presenting device according to claim 1 or 2. The content is content for guiding the user to a predetermined travel destination.
The storage unit stores the travel distance of the user to the travel destination in association with the presentation method effective for the travel distance.
The attribute specifying unit specifies the travel distance of the user when the user travels to the predetermined travel destination.
The presentation method specifying unit specifies a presentation method associated with the travel distance of the user specified by the attribute specifying unit in the storage unit.
The content presenting device according to any one of claims 1 to 3. The content includes information indicating a travel time, and is content that guides the user to a predetermined travel destination.
The storage unit stores the travel time to the travel destination of the user and the presentation method effective at the travel time in association with each other.
The presentation method specifying unit specifies a presentation method associated with the travel time indicated by the content in the storage unit.
The content presenting device according to any one of claims 1 to 4. The storage unit stores the presentation method and the content generated corresponding to the presentation method in association with each other.
The presenting unit presents the content associated with the presenting method specified by the presenting method specifying unit to the user in the storage unit.
The content presenting device according to any one of claims 1 to 5. Computer runs,
Steps to identify the attributes of the user for whom content is presented, and
Corresponding to the first presentation method, which is a plurality of presentation methods for presenting a user's attribute and a predetermined request, and presents the predetermined request, which is a request larger than the small request after the small request, and the predetermined request. The second presentation method of presenting the predetermined request after presenting the privilege to be performed, the third presentation method of presenting the predetermined request by an authoritative person, and the predetermined method in a format that conveys the user's impression of the predetermined request. Among a plurality of presentation methods including the fourth presentation method for presenting the request of the above, the attribute specified in the step of specifying the attribute in the storage unit that stores the presenting method in association with the presentation method effective for the user having the attribute. And the steps to identify the presentation method associated with and stored in
A step of presenting the content that makes the predetermined request to the user by a configuration corresponding to the presentation method specified in the step of specifying the presentation method, and a step of presenting the content to the user.
Content presentation method.

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