JP7105422B2 - How to serve ads for TV programs - Google Patents

Description

The present invention relates to a method of providing advertisements for television programs.

Conventionally, mass advertisements such as TV commercials provided from broadcasting stations to unspecified receiving devices have the advantage of being able to reach more people.

On the other hand, the problem with mass advertising on television is that it is not possible to efficiently provide advertisements to a set target. Another point is that it is not easy to grasp the effect of advertising.

As a technique for increasing the effectiveness of TV commercials, a technique for simultaneously displaying video advertisements for TV commercials and related Internet advertisements on mobile terminals such as smartphones of users has been disclosed (for example, Patent Document 1).

JP 2016-178535 A

However, although the above technology may be able to increase the understanding of specific users about the advertised product and increase the purchasing behavior of the product, mass advertising has the potential to improve product awareness of potential targets. Strengths are not mentioned.

In this way, the targeted advertising method in the field of Internet advertising can reach the target accurately, but at the same time, it is difficult to discover potential targets through the advertisement. .

SUMMARY OF THE INVENTION Accordingly, it is an object of the present invention to realize a mechanism that can efficiently provide advertisements to targets, especially in television commercials, while expecting an effect of improving recognition of advertisement contents by existing mass advertisements.

One embodiment of the present invention is a television program advertisement that provides mass advertisements transmitted to an unspecified number of reception devices and targeted advertisements transmitted to specific reception devices to reception devices that receive television programs. A provision method, wherein a television program to be provided with a targeting advertisement is determined based on viewing logs of a plurality of television programs, a targeting advertisement to be provided to the television program is determined, and the mass advertisement and the targeting advertisement are transmitted. determine a ratio to be used, specify one or more receiving devices that transmit the determined targeting advertisement based on the ratio, and transmit the determined targeting advertisement to the specified receiving device.

According to the present invention, particularly in television commercials, it is possible to realize a mechanism that can efficiently provide advertisements to targets while expecting an effect of improving recognition of advertisement contents by existing mass advertisements.

1 is a configuration diagram of a system according to a first embodiment of the present invention; FIG. 1 is a functional block diagram of an addressable DMP according to a first embodiment of the invention; FIG. 3 is a functional block diagram showing details of a control section of the addressable DMP according to the first embodiment of the present invention; FIG. FIG. 4 is a diagram showing details of storage of the addressable DMP according to the first embodiment of the present invention; 1 is a functional block diagram of an SSP according to a first embodiment of the invention; FIG. 3 is a functional block diagram showing details of a controller and storage of the SSP according to the first embodiment of the present invention; FIG. 1 is a functional block diagram of a receiver according to a first embodiment of the present invention; FIG. It is an example of a viewing log table according to the first embodiment of the present invention. It is an example of an audience rating total table according to the first embodiment of the present invention. It is an example of a program storage table targeted for targeting advertisement according to the first embodiment of the present invention. It is an example of a targeting advertisement management table according to the first embodiment of the present invention. It is an example of a targeting advertisement transmission management table according to the first embodiment of the present invention. It is the figure which showed the example of the advertisement viewing-and-listening effect management table by the 1st Embodiment of this invention. 1 is a flow chart diagram showing an example of a method for providing advertisements for television programs according to the first embodiment of the present invention; FIG. FIG. 2 is a flow chart diagram illustrating an example of a method for collecting viewing records of advertisements for television programs according to the first embodiment of the present invention;

The contents of the embodiments of the present invention are listed and explained. A method for providing television program advertisements according to an embodiment of the present invention has the following configuration.
[Item 1]
A television program advertisement providing method for providing a receiving device that receives a television program with a mass advertisement that is transmitted to an unspecified number of receiving devices and a targeting advertisement that is transmitted to a specific receiving device,
Based on the viewing log of multiple TV programs, determine the TV programs to be provided with targeted advertisements,
determine the targeted advertisements to be provided on the television program;
determining the ratio of sending the mass advertisement and the targeted advertisement;
Identifying one or more receiving devices that transmit the determined targeted advertisement based on the ratio;
A method of providing an advertisement for a television program, wherein the determined targeting advertisement is transmitted to the specified receiving device.
[Item 2]
2. The method of providing advertisements for television programs according to item 1, wherein the television programs to which the targeting advertisements are provided are determined based on attributes of viewers who view the television programs.
[Item 3]
The method of providing a television program advertisement according to item 1, wherein the specified receiving device is a receiving device associated with a viewer belonging to a specific attribute.
[Item 4]
Further, the method of providing advertisements for television programs according to item 1, wherein all receiving devices are specified, and all the receiving devices are composed of receiving devices capable of receiving mass advertisements via the Internet.
[Item 5]
The method for providing television program advertisements according to item 1, wherein the ratio is a ratio of transmitting the mass advertisement and the targeting advertisement among all the receiving devices.

(First embodiment)
A method for providing television program advertisements according to the first embodiment of the present invention will be described below with reference to the drawings. FIG. 1 is a configuration diagram of a television program advertisement providing system according to a first embodiment of the present invention.

As shown in FIG. 1, the television program advertisement providing system includes an advertiser 1, an advertising company 2 that publishes the advertisement of the advertiser 1, and a DSP (Demand Side Platform) 2 that receives the advertisement from the advertising company 2. and an SSP6 (Supply Side Platform) that receives advertisement slots for television programs (suitable for addressable advertisements to be described later) from the broadcasting station 7 and makes a bid request for the advertisement slots from the DSP2 to procure advertisements. It also has a receiving device 8 for receiving television programs from a broadcasting station 7 via broadcast signals such as terrestrial digital broadcasting or via the Internet such as simultaneous broadcasting. The receiving device 8 also receives mass advertisements (TV commercials) provided to unspecified audience groups from the broadcasting station 7 together with television programs.

In addition, the system for providing television program advertisements according to the present embodiment uses a television program viewing log provided by the advertising company 2 and a terminal such as a mobile terminal or personal computer (PC) paired with the receiving device 8. An advertising company DMP (Data Management Platform) 4 that analyzes the obtained purchase data and position information of viewers and executes planning of optimized targeting advertisements, and a receiving device 8 while cooperating with the advertising company DMP 4 Analyze TV program viewing logs obtained from viewers and extract programs suitable for addressable advertising (targeted advertising for specific viewer attributes on a receiving device that receives broadcast signals such as TV programs and is connected to the Internet) It has an addressable DMP5 that In some cases, the addressable DMP 5 acquires data such as viewer purchase data and location information obtained via terminals such as mobile terminals and PCs without going through the advertising company DMP 4 . SSP 6 transmits targeted advertisements sourced from DSP 2 to receiving device 8 via broadcast signals or the Internet. Targeted advertisements can also be sent to terminals such as mobile terminals and PCs that are paired with the receiving device and associated with a specific individual. Here, each device constituting this system is connected via a common or local network such as the Internet. For convenience of explanation, each device is described one by one, but a plurality of devices may be provided, and the present invention is not limited to this. Also, in this example, names such as DMP, DSP, and SSP can be called by other names, and the system configuration can also be appropriately changed within the scope of the present invention.

In the present embodiment, the receiving device 8 can be connected to a device (viewing log collection device 93 described later) for collecting viewing logs by the receiving device, and furthermore, a device for collecting viewing logs The device may have a function (individual identifier 95 described later) of collecting program viewing logs for each individual. The receiving device 8 can also have a function of pairing with a personal mobile terminal (for example, a smart phone, a tablet terminal) using the receiving device via a network.

In addition, the devices such as the advertiser 1, the advertising company 2, and the broadcasting station 7 may be general-purpose computers such as workstations and personal computers, or smartphones, tablets, mobile terminals, and other information terminals. good.

FIG. 2 is a functional block diagram of the addressable DMP according to the first embodiment of the invention. Note that the illustrated configuration is an example, and other configurations may be employed.

As shown, the addressable DMP 5 is connected to a database (not shown) and constitutes part of the system. The DMP 5 may be a general-purpose computer such as a workstation or personal computer, or may be logically implemented by cloud computing.

The DMP 5 includes at least a control unit 10 , a memory 11 , a storage 12 , a transmission/reception unit 13 , an input/output unit 14 and the like, which are electrically connected to each other through a bus 15 .

The control unit 10 is an arithmetic unit that controls the overall operation of the DMP 5, controls transmission and reception of data between elements, executes applications, and performs information processing necessary for authentication processing. For example, the control unit 10 is a CPU (Central Processing Unit), and executes each information processing by executing a program or the like stored in the storage 12 and developed in the memory 11 .

The memory 11 includes a main memory composed of a volatile memory device such as a DRAM (Dynamic Random Access Memory), and an auxiliary memory composed of a non-volatile memory device such as a flash memory or a HDD (Hard Disc Drive). . The memory 11 is used as a work area for the processor 10, and stores a BIOS (Basic Input/Output System) executed when the DMP 5 is activated, various setting information, and the like.

The storage 12 stores various programs such as application programs. A database (not shown) storing data used for each process may be constructed in the storage 12 .

The transmission/reception unit 13 connects the DMP 5 to the network. The transmitting/receiving unit 13 may include a short-range communication interface of Bluetooth (registered trademark) and BLE (Bluetooth Low Energy).

The input/output unit 14 is an information input device such as a keyboard and a mouse, and an output device such as a display.

A bus 15 is commonly connected to the above elements and transmits, for example, address signals, data signals and various control signals.

FIG. 3 is a functional block diagram showing details of the control unit 10 of the addressable DMP 5 according to the first embodiment of the invention, and FIG. 4 is a storage 12 of the addressable DMP 5 according to the first embodiment of the invention. 2 is a functional block diagram showing the details of; FIG. As described above, the control unit 10 executes the application program related to the analysis according to the present embodiment, and modules of the executed program are divided into several functional blocks as shown. All or part of the functional blocks executed by this controller of the server can also be executed by the controller (not shown) of the SSP 6 or other networked devices, depending on their nature.

First, the viewing log analysis unit 41 receives the viewing log from the receiving device 8 (more specifically, the online meter 96 of the viewing log analysis device 33) via the transmission/reception unit 13. FIG. The received viewing log is stored in the viewing log storage unit 51 of the storage 12 incorporated in the addressable DMP 5 . Also, the viewing log analysis unit 41 analyzes the viewing behavior of the viewer based on the received viewing log. The analysis can also refer to individual viewing logs obtained from personal identifiers (eg, peoplemeters).

In addition to individual viewing logs, it is also possible to use a method of separating individual viewing logs linked to specific attributes from viewing logs acquired from one or more receiving devices installed in a household. In this case, the learning data can be stored in the learning data storage unit 52 in advance.

For example, with regard to the learning data, first, in order to determine the members who share the receiving device, the viewing log obtained from the receiving device (sample device S) obtained from the viewing log collecting device having the above-described individual identifier Based on the viewing channel, viewing date and time, and attributes (for example, segmentation by gender and age) based on the first viewing record data consisting of information on the members who share the device, the viewing channel, viewing date and time, and the existence of attributes Learn mathematical models to calculate probabilities. Based on this learning data, the viewing log analysis unit 41 can estimate viewing by a specific individual (or attribute) from information such as viewing channel and viewing date and time included in the viewing log of the target device.

For example, the viewing log analysis unit 41 sets attributes to C1 (child: 4 to 12 years old), C2 (child: 13 to 19 years old), F1 (female: 20 to 35 years old), F2 (female: 35 to 49 years old). , F3 (female: 50 years old or older), M1 (male: 20-35 years old), M2 (male: 35-49 years old), M3 (male: 50 years old or older), and objective variables f1(x) to f8 (x). Here, x is an explanatory variable (vector), and for example, f1(x) is an objective variable indicating the probability that a member with the attribute of C1 exists among the members who share the device. Note that the attributes are merely examples, and are not limited to the above examples. Based on the viewing log obtained from the sample device S, the viewing log analysis unit 41 learns the relationship between the objective variables f1(x) to f8(x) and the explanatory variable x.

Then, the viewing log analysis unit 41 inputs a value to the explanatory variable based on the viewing log obtained from the device (the target device T) in which the viewing log collection device 93 having no personal identification device is installed, and obtains the objective variable f1. Each value (existence probability) of (x) to f8(x) is calculated. Then, the viewing log analysis unit 41 determines the attributes of the members of the target device T based on the calculated values (presence probabilities) of the objective variables f1(x) to f8(x). Specifically, the viewing log analysis unit 41 extracts objective variables that are equal to or greater than a first threshold among the values of the objective variables f1(x) to f8(x), and configures attributes corresponding to the extracted objective variables. It is determined that the members share the target device. For example, in the present embodiment, the members of the device ID "001" whose existence is determined are individuals belonging to attributes C1, F2, and M2 (personal IDs "1," "2," and "3," respectively). Suppose there is

Next, the viewing log analysis unit 41 determines whether or not each of the viewing logs obtained from the target device T has been viewed by each of the members (individuals belonging to attributes C1, F2, and M2) determined for the target device. That is, the viewing log analysis unit 41 determines whether each of the users having the determined attributes of C1, F2, and M2 has viewed each of the viewing logs of different time periods (or days of the week and channels).

Prior to the process of determining the viewing of each member for the device viewing log, the viewing log analysis unit 41, based on the individual viewing record data acquired from the sample device S, determines the viewing channel viewing date and time, attributes (by gender, age, Classification), a mathematical model is learned for calculating the probability (viewing probability) that the target viewing log was viewed by users of each attribute.

For example, the viewing log analysis unit 41 associates each of the attributes C1, C2, F1, F2, F3, M1, M2, and M3 with objective variables g1(x) to g8(x). Here, y is an explanatory variable (vector), and g1(y), for example, is an objective variable indicating whether or not the target log has been viewed by members of the attribute C1. Based on the viewing log obtained from the sample device S, the viewing log analysis unit 41 learns the relationship between the objective variables g1(y) to g8(y) and the explanatory variable y.

Based on the viewing log obtained from the target device T, the viewing log analysis unit 41 inputs values to the explanatory variables, and shares the target device T among the objective variables g1(y) to g8(y). A value (viewing probability) of the objective variable corresponding to the member is calculated. Further, the viewing log analysis unit 41 can determine that a user having an attribute corresponding to a viewing probability equal to or higher than the threshold set for the viewing log among the calculated viewing probabilities has viewed the viewing log. As a result, individual viewing logs of individuals belonging to the attributes C1, F2, and M2 (personal IDs "1," "2," and "3," respectively) can be obtained based on the device viewing logs.

Next, the targeting advertisement target program extracting unit 42 extracts a target program for inserting the targeting advertisement based on the analyzed viewing log. The extraction method will be described later. In addition, the targeting advertisement target program extracting unit 42 stores and manages information about the extracted programs in the targeting advertisement target program information storage unit 53 . Here, "targeted advertisement" refers to an advertisement targeted to an individual belonging to a specific viewer attribute. “Targeted advertisement target program” refers to a program including targeted advertisements.

The program information sharing unit 43 notifies other devices on the network, such as the SSP 6, of the extracted target advertisement program.

The viewing effect information generation unit 46 generates viewing effect information indicating the viewing record based on the log indicating that the targeting advertisement was displayed or viewed, which was transmitted from the receiving device 8 . The received log is stored in the viewing effect information storage unit 54 as viewing effect information.

FIG. 5 is a functional block diagram of the SSP according to the first embodiment of the invention. Note that the illustrated configuration is an example, and other configurations may be employed.

As shown, the SSP 6 is connected to a database (not shown) and constitutes part of the system. The SSP 6 may be a general-purpose computer such as a workstation or personal computer, or may be logically implemented by cloud computing.

The SSP 6 includes at least a control section 20 , a memory 21 , a storage 22 , a transmission/reception section 23 , an input/output section 24 and the like, which are electrically connected to each other through a bus 25 . The functional configuration of each component is the same as that of the addressable DMP 5 shown in FIG. 2, so description thereof will be omitted.

FIG. 6 is a functional block diagram showing the details of the control unit 10 of the addressable SSP 6 according to the first embodiment of the invention, and FIG. 7 shows the storage 12 of the addressable DMP 5 according to the first embodiment of the invention. 2 is a functional block diagram showing the details of; FIG. As described above, the control unit 10 executes the application program related to the analysis according to the present embodiment, and modules of the executed program are divided into several functional blocks as shown. Also, all or part of the functional blocks executed by this controller of the server may be executed by the controller (not shown) of the DSP 3, the broadcasting station 7, or other devices on the network, depending on their nature. It is possible.

The advertisement management unit 61 receives data on targeting advertisements from other devices on the network, such as the advertising company 2, the DSP 3, or the broadcasting station 7, and stores the data in the targeting advertisement storage unit .

The advertisement transmission unit 62 transmits a targeting advertisement to the receiving device 8 via a broadcast signal or a network such as the Internet.

FIG. 7 is a functional block diagram of the receiver 8 according to the first embodiment of the invention. Note that the illustrated configuration is an example, and other configurations may be employed.

In this embodiment, a receiving device, particularly a digital broadcast receiving device will be described as an example. 7, the receiving device 8 includes a control unit 80, a memory 81, a storage 82, a browser 83, a tuner unit 84, a demodulation unit 85, a separation unit 86, a decoding unit 87, a display control unit 88, a display unit 89, an input/output unit. 90 and a transmitting/receiving unit 91. Each component is connected by a bus 92 and is in a state in which data can be transmitted/received to/from each other.

The receiver 8 also receives a digital broadcast signal sent from the broadcast station 7 via the tuner 84 and demodulates the received broadcast signal by the demodulator 85 . Here, as an example of the received digital broadcast signal, there is a signal that has been multiplexed and transmitted according to the MPEG-TS system or the like.

The separating unit 86 separates the broadcast signal received in the MPEG-TS format into data such as video data and audio data, the decoding unit 87 decodes the separated video data and audio data, and the display control unit 88 In the case of video, the program video, advertisement video, etc. are displayed on the display unit 29 such as a display. The receiving device 8 is preinstalled with a browser 83 , and can display content received via the Internet on the display unit 89 through the browser 83 . As will be described later, the receiving device 8 can receive targeting advertisements as content data via the Internet and display them on the display unit 89 through the browser 83 .

The control unit 80 is an arithmetic device that controls the overall operation of the receiving device 8, controls transmission and reception of data between elements, executes applications, performs information processing necessary for authentication processing, and the like. For example, the control unit 80 is a CPU (Central Processing Unit), and executes each information processing by executing a program or the like stored in the storage 82 and developed in the memory 21 .

The memory 81 includes a main memory composed of a volatile memory device such as a DRAM (Dynamic Random Access Memory), and an auxiliary memory composed of a non-volatile memory device such as a flash memory or a HDD (Hard Disc Drive). . The memory 81 is used as a work area for the processor 80, etc., and stores a BIOS (Basic Input/Output System) executed when the DMP 5 is started, various setting information, and the like.

The storage 82 stores various programs such as application programs. Also, a television program received by the receiving device 8 can be stored as a recording destination. A hard disk device can be used as the storage 82 . Also, as the storage 22, a hard disk device can be externally attached to the receiving device 8 via an input/output unit 90 (for example, a USB interface).

The transmitting/receiving unit 91 connects the receiving device 8 to the network by wire or wirelessly. Note that the transmitting/receiving unit 91 may include a short-range communication interface of Bluetooth (registered trademark) and BLE (Bluetooth Low Energy).

The input/output unit 90 includes a USB interface, an HDMI interface, and the like, and serves as an interface for connecting to an external device such as a hard disk device or a recording device. Furthermore, depending on the receiving device 8 , a viewing log collecting device 93 is connected via the input/output device 90 . More specifically, the viewing log collection device 93 has a channel sensor 94 , an individual identifier 95 and an online meter 96 .

The channel sensor 94 is interlocked with the on/off state of the power supply of the receiving device 8, and is connected to the audio output terminal of the receiving device 8, thereby extracting the sound output from the receiving device 8 and listening to the sound based on the characteristics of the sound. recognizes the channel the person is currently tuned to. Similarly to the channel sensor, the personal identifier 95 (for example, a people meter) is interlocked with the power supply state of the receiving device 8 and has a button for identifying members who share the device. Each member who participates presses the button assigned to him/her when viewing the program. Thereby, the individual identifier can identify the members who are watching the program. For example, as members, C1 (child: 4 to 12 years old), C2 (child: 13 to 19 years old), F1 (female: 20 to 35 years old), F2 (female: 35 to 49 years old), F3 (female: 50 years old and over), M1 (male: 20-35 years old), M2 (male: 35-49 years old), and M3 (male: 50 years old and over). It should be noted that the personal identifier does not have to be included in the viewing log collection device when only device-based viewing is specified. Also, the online meter 96 collects information on the specified channel (program) and individual (or device if the individual is not specified) as a viewing log, and transmits it to the addressable DMP 5 via the Internet or the like. In addition, the online meter 96 can collect material logs at one-minute intervals and transmit them to the addressable DMP 5 at any time, but it is also possible to accumulate viewing logs at one-minute intervals and transmit them to the addressable DMP 5 by batch processing. can. It should be noted that the receiving device 8 may not be equipped with a viewing log collecting device, as described above. Further, another means can be used as the viewing log collecting device, and the receiving device 8 can be built with the same function.

FIG. 8 is an example of a viewing log table according to the first embodiment of the invention. The viewing log table 100 shown in FIG. 8 includes the device ID, the individual ID specified by the method of specifying the individual by the individual identifier 95, the attribute of the individual, the date and time of the channel (program) viewed by the individual, and the channel stores information about Here, a channel of "0" indicates that the individual did not watch. Note that if the household and the device are uniquely linked, such as when each household has only one receiving device, the household ID can be used instead of the device ID.

FIG. 9 is an example of an audience rating total table according to the first embodiment of the present invention. The program-by-program audience rating tally table 200 shown in FIG. 9 stores audience rating information by attribute for each program. For example, in the example of the table 200, the ratings (%) of program A are 1.1% for C1, 1.2% for C2, 2.4% for M1, and so on.

FIG. 10 is an example of a targeting advertisement target program management table according to the first embodiment of the present invention. The targeting advertisement target program storage table 300 shown in FIG. 10 stores information on programs extracted as targeting advertisement targets and attributes targeted for the programs. For example, in the example table 300, for Program C, the targeted attributes are M3 and F2. In addition, this table can also store information related to advertising spaces for which targeted advertisements are provided (for example, "15 seconds from 8:30:00 in the morning on July 13").

FIG. 11 is an example of a targeting advertisement management table according to the first embodiment of the invention. The targeting advertisement management table 400 shown in FIG. 11 stores information about targeting advertisements submitted for programs targeted by targeting advertisements and attributes targeted by the advertisements. For example, in the example table 400, for program C, ads AA, AB are trafficked, ad AA is targeted to an audience with attribute M3, and ad AB is targeted to an audience with attribute F2. indicates that

FIG. 12 is an example of a targeting advertisement transmission management table according to the first embodiment of the invention. The targeting advertisement transmission management table 500 shown in FIG. 12 stores program C, advertisements provided in program C, attributes to be targeted, and IDs for identifying individuals. For example, in the example of the table 500, for program C, advertisement AB is sent to an individual identified by attribute F2, device ID "001", and individual ID "2" in a predetermined advertisement space. is shown. Here, as the transmission settings, as described above, you can set the time specification, the distribution period, the maximum number of impressions and the quota, and continue to send until the predetermined number of impressions in the target program is reached. It is also possible to store information such as settings for continuing transmission until the attributes are actually viewed. In addition, as a transmission setting, the ratio of the number of units to which the targeting advertisement is transmitted is set in advance with respect to the number of all reception devices known as the transmission destination, and the targeting advertisement is transmitted within the range of the set number of units. Individual devices can be determined. In addition, as other transmission settings, the ratio of the number of people to whom targeting advertisements will be sent to the total number of people who are targeted, and the number of individuals or households who are expected to watch the program to which the advertisement is provided Alternatively, the ratio can be set in advance. Here, as individuals who send targeted advertisements, not only individuals identified by the individual identifier, but also the above-mentioned method of separating individual viewing logs linked to specific attributes from viewing logs by device is used. Advertisements can also be set to be sent to individuals likely to view the program for which the advertisement is provided based on inferred individual viewing logs (eg, channel viewed, viewing time, time of day).

FIG. 13 is a diagram showing an example of an advertisement viewing effect management table according to the first embodiment of the invention. The advertisement viewing effect management table 600 shown in FIG. 13 stores, for each program, information related to targeting advertisements and information indicating whether or not an individual (specified by a device ID and an individual ID) to whom the targeting advertisement was distributed has viewed the advertisement. do. For example, in the example of the table 600, it is true that the targeted individual (identified by the device ID “001” and the individual ID “2”) viewed the advertisement AB delivered to the predetermined advertisement space for the program C (TRUE ).

FIG. 14 is a flow chart diagram showing an example of a method for providing television program advertisements according to the first embodiment of the present invention. The processing according to the present providing method is realized, for example, by executing a program stored in the memory 11 of the addressable DMP 5 in the control unit 10 or by executing a program stored in the memory 21 of the SSP 6 in the control unit 20 . Alternatively, the addressable DMP 5 or SSP 6 and another server or device can work together to distribute this processing, or another server or device can independently execute this processing.

First, the viewing log analysis unit 41 of the control unit 10 of the addressable DMP 5 analyzes the viewing log received from the viewing log collecting device 93 of the receiving device 8 (S101). For example, the viewing log analysis unit 41 refers to an individual viewing log obtained from an individual identification device (for example, a people meter), and aggregates the viewing rate of each attribute for each program. For example, the viewing log analysis unit 41, based on the individual program viewing log associated with each individual ID shown in the viewing log table 100 of FIG. to generate audience rating information by attribute.

As another example, the viewing log analysis unit 41 uses a method of separating individual viewing logs linked to specific attributes from device-specific viewing logs in addition to individual viewing logs obtained from the individual identifier. Based on the inferred individual viewing log, it is also possible to generate attribute-specific audience rating information for each program as shown in the program-specific audience rating summary table 200 in FIG. According to this example, it is possible to use the viewing logs obtained from devices in a wider range than the viewing logs obtained from the personal identification device, so it is possible to obtain audience rating information with higher accuracy.

Subsequently, the targeting advertisement target program extracting unit 42 of the addressable DMP 5 extracts a target program for distributing the targeting advertisement (S102). For example, the targeting advertisement target program extraction unit 42 refers to the program-by-program audience rating total table 200 shown in FIG. identifies that the ratings of audiences with specific attributes are prominent compared to ratings with other attributes. In particular, for program C, M3 has a rating of 5.7 and F2 has a rating of 4.7, and for program D, C2 has a rating of 5.7 and F2 has a rating of 4.7. In addition, it can be seen that it is significantly higher than the audience ratings of other attributes. This trend indicates that there is an opportunity to efficiently provide advertisements targeted to viewers with specific attributes in certain programs. Extract as a program suitable for providing. That is, in the example of FIG. 9, the program extracting unit 42 extracts programs C and D as targeted advertisement programs. Here, an absolute threshold or a threshold relative to the overall audience rating of the program is used as a criterion indicating that the audience rating of the viewer group with a specific attribute is significantly higher than that of other attributes. can be

Next, the program information sharing unit 43 of the addressable DMP 5 shares information related to the extracted targeting advertisement target program (S103). For example, the program information sharing unit 43 notifies or shares information related to the extracted target advertisement program to other devices on the network, such as the SSP 6 and the broadcasting station 7 . As information to be shared, for example, as shown in the targeting advertisement target program storage table 300 shown in FIG. 10, "Program C has viewer groups with attributes M3 and F2, and has an advertising space suitable for targeting advertisement." , and other information. As a result, the devices such as the SSP 6 and the broadcasting station 7 can grasp the program suitable for the targeting advertisement. Advertisement submission can be offered to the advertiser 1 in cooperation. For example, the advertising company 2 makes an offer to the advertiser 1 such as "There are XX viewers for the program C with attributes M3 and F2, so why don't you buy the targeting advertising space for XX yen?" can be presented.

Subsequently, the advertisement management unit 61 of the SSP 6 stores the submitted targeting advertisement in the storage (S104). For example, when an advertising company submits advertisement data for targeting advertisement, the advertisement data is transmitted to SSP6 via DSP3 and stored in the storage of SSP6. Here, not only advertising companies but also broadcasting stations and advertisers can directly submit advertisement data. For example, stored advertising data for targeted advertisements may be validated by one or more broadcasters broadcasting targeted advertisements via the Internet. Advertising data can be stored in MP4/MPEG4 format, for example. In addition, it is possible to store in different resolution formats such as broadcast resolution, super high resolution, standard resolution, and low resolution, and to store in different compression formats and file sizes according to communication conditions such as low speed line and high speed line. preferable. Through the series of processes described above, preparations for distributing the targeting advertisement to the receiving device are completed.

FIG. 15 is a flow chart diagram illustrating an example of a method for collecting viewing records of television program advertisements according to the first embodiment of the present invention. The processing according to the present providing method is performed, for example, by executing a program stored in the memory 21 of the SSP 6 in the control unit 20, or by executing a program stored in the memory 11 of the addressable DMP 5 in the control unit 10. Realized. Alternatively, the SSP 6 or the addressable DMP 5 and another server or device can work together to distribute this processing, or another server or device can independently execute this processing. For example, the processing executed by the SSP 6 can also be executed by an advertisement distribution server such as an ad server.

First, the advertisement management unit 61 of the control unit 20 of the SSP 6 sets the distribution ratio of the targeting advertisement data stored in the targeting advertisement storage unit 71 (S201). Here, as the transmission settings, the advertisement management unit 61 presets the ratio of the number of units to which the targeting advertisement is transmitted to the total number of receiving units grasped as transmission destinations, and performs targeting within the range of the set number of units. It is possible to determine which devices associated with a particular individual will send advertisements. For example, in order to reach audiences with a wide range of attributes and maintain the effectiveness of mass advertising that raises awareness of advertising products and services, the ratio of sending mass advertising to all receiving devices should be at least 50%, and targeting The rate of sending advertisements can be set to less than 50%. At that time, the ratio of sending targeted advertisements shall be set to, for example, 10% in order to minimize the impact on the whole at the time of initial transmission, and the ratio may be increased or decreased based on viewing effects. can also Here, the total number of receivers may be the total number of receivers that can receive mass advertisements via broadcast signals or the Internet. Alternatively, it may be the number of active (capable of receiving targeting advertisements or accessing the server) receiving devices during a certain period of time (for example, one month). Moreover, it is good also as the number of individuals of the segment which distributes a targeting advertisement. In addition, as other transmission settings, the ratio of the number of people to whom targeting advertisements will be sent to the total number of people who are targeted, and the number of individuals or households who are expected to watch the program to which the advertisement is provided Alternatively, the ratio can be set in advance.

Subsequently, the advertisement transmission unit 62 of the control unit 20 of the SSP 6 distributes the targeting advertisement data stored in the targeting advertisement storage unit 71 to the receiving device 8 (S202). For example, the advertisement transmission unit 62 refers to the targeting advertisement transmission management table 500 shown in FIG. 12 and transmits the advertisement data to the receiving device 8 viewed by the targeting individual during or in advance of the broadcast of the program. When the advertising frame for transmitting the targeting advertisement is determined, for example, in program C, the advertisement data regarding advertisement AB is sent to the receiving device 8 viewed by the individual identified by the device ID "001" and the individual ID "2". On the other hand, it is transmitted at the time of the advertisement space "July 13, 8:30:00" or at a previous time. When the advertisement data is pre-transmitted to the receiving device 8, the advertising data is temporarily accumulated in the memory of the receiving device 8, and the targeted advertisement is displayed at the time of the predetermined advertisement space. In another example, the receiving device 8 that should display the targeting advertisement can also transmit an advertisement reception request to the SSP 6 at a predetermined timing. In yet another example, the broadcaster 7 may send targeted advertisements along with the television program to the receiver 8 via the broadcast signal. In addition, when the broadcasting station 7 distributes a television program over the Internet for simultaneous broadcasting or missed viewing, the targeting advertisement can be transmitted to the receiving device 8 via the Internet together with the television program. Also, as described above, targeted advertisements may be sent to terminals such as mobile terminals and PCs that are paired with the receiving device and associated with a specific individual.

The transmitted advertising data related to the targeting advertisement is displayed on the display unit 89 of the receiving device 8 via the browser 83 . For example, when the television program is linear broadcasting, the television program itself is displayed on the display unit 89 of the receiving device 8 via the broadcast signal, whereas the targeting advertisement is displayed on the browser 83 via the Internet. displayed on the display unit 29 via the As a display form, the image of the targeting advertisement can be displayed so as to be overlaid on the image of the television program displayed via the broadcast signal. In another example, when a targeting advertisement is transmitted together with a television program via a broadcast signal, the broadcast signal including the targeting advertisement is decoded by the decoding unit 87 after undergoing predetermined processing in the receiving device 8, As a result, the targeting advertisement is displayed on the display section 89 .

In this way, the system as a whole reaches viewers with a wide range of attributes, and provides mass advertisements to an unspecified number of viewers in order to maintain the effect of increasing awareness of advertising products and services. For a receiving device linked to an individual, the user can enjoy the benefits of both TV advertising and Internet advertising, such as being able to provide targeted advertisements aimed at individuals with that attribute.

Also, in one TV program, the advertising slot for providing targeted advertisements to a specific receiving device can be one of a plurality of advertising slots, and the number of times can be increased according to the designated number of impressions. can also

Subsequently, the viewing effect information generation unit 44 of the addressable DMP 5 receives a viewing log indicating whether or not the transmitted targeting advertisement has been viewed from the receiving device 8 (S203). For example, when a viewer views a program, the viewer presses a button assigned to him/herself on an individual identification device (for example, a people meter) of the viewing log collection device 93 installed in the receiving device 8. As a result, the personal identification device can identify the member who is viewing the program, so the addressable DMP 5 receives information on whether or not the targeting advertisement was viewed at the time when the targeting advertisement was distributed. It can be acquired as a viewing log. Alternatively, as described above, it is also possible to receive an estimated personal viewing log using a method of separating an individual viewing log associated with a specific attribute from a device-specific viewing log. As described above, the reception device 8 may incorporate the function of the viewing log collection device 93 (including the function of the personal identifier).

The viewing effect information generation unit 44 generates viewing effect information indicating the viewing record of the advertisement from the viewing log (S204). For example, the viewing effect information generation unit 44, like the advertisement viewing effect management table 600 shown in FIG. "Apparatus ID" and "Personal ID") and information indicating whether or not the content has been viewed by an individual (member) are generated and stored in the viewing effect information storage unit 54 . For example, in the example table 600, for program C, advertisement AB is shown to be viewed (TRUE) by the targeted individual (identified by device ID "001", individual ID "2"). On the other hand, the same table indicates that the individual (identified by the device ID "002" and the individual ID "2") did not view the advertisement AB in the program C (FALSE). Here, as the viewing effect information indicating the viewing performance, it is also possible to generate information that totals the number of times that an individual targeted for each advertisement contacts.

The viewing effect information generation unit 44 shares the generated viewing effect information with other devices as an advertisement viewing record (S205). For example, the viewing effect information generation unit 44 transmits information indicating the results of viewing advertisements as shown in FIG. In this way, it can be known whether the advertisements served were actually viewed by the targeted audience.

In the present embodiment, a targeting advertisement is transmitted from the addressable DMP 5 to the receiving device 8, and a viewing log is acquired from the receiving device 8. However, the present invention is not limited to this. The advertising company DMP4 or the broadcasting station 7 directly acquires the viewing log from the receiving device, determines the receiving device to which the targeting advertisement is distributed based on the viewing log, and transmits the targeting advertisement to the receiving device. , It is applicable also to the aspect called this. For example, a broadcasting station embeds tags in BML that displays data broadcasting, collects viewing logs of programs from receiving devices, determines distribution destinations of targeting advertisements based on the viewing logs, and transmits them. applicable.

The above-described embodiments are merely examples for facilitating understanding of the present invention, and are not intended to limit and interpret the present invention. It goes without saying that the present invention can be modified and improved without departing from its spirit, and that equivalents thereof are included in the present invention.

1 advertiser device 2 advertising company device 3 DSP
4 Advertising company DMP
5 Addressable DMP
6 SSPs
7 broadcasting station 8 receiving device 9 billing server

Claims (5)

A television program advertisement providing method for providing a receiving device that receives a television program with a mass advertisement that is transmitted to an unspecified number of receiving devices and a targeting advertisement that is transmitted to a specific receiving device,
Based on the viewing log of multiple TV programs, determine the TV programs to be provided with targeted advertisements,
determine the targeted advertisements to be provided on the television program;
determining the ratio of sending the mass advertisement and the targeted advertisement;
Identifying one or more receiving devices that transmit the determined targeted advertisement based on the ratio;
A method of providing an advertisement for a television program, wherein the determined targeting advertisement is transmitted to the specified receiving device. 2. The method of providing advertisements for television programs according to claim 1, wherein the television programs to which the targeting advertisements are provided are determined based on attributes of viewers who view the television programs. 2. The method of providing advertisements for television programs according to claim 1, wherein said identified receiving device is a receiving device associated with a viewer belonging to a specific attribute. 2. The method of providing advertisements for television programs according to claim 1, further comprising specifying all receiving devices, wherein all receiving devices are composed of receiving devices capable of receiving mass advertisements via the Internet. 2. The television program advertisement providing method according to claim 1, wherein said ratio is a ratio of transmitting said mass advertisement and said targeting advertisement among all receiving devices.

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