JP7169407B1 - Information processing device, information processing method, and information processing program - Google Patents

Abstract

[Problem] In a mobile communication service in which the communication fee varies in stages according to the amount of communication, an advertisement which changes the presented information according to the user's operation and other advertisements according to the user of the distribution destination is provided. To provide an information processing device, method, and program for registering material for each advertisement so as to distribute the advertisement. An information processing device acquires material information for each of a plurality of advertisements, and stores the material information in association with target condition information corresponding to the type of advertisement material. The target condition information for each advertisement is communicated within a communication volume range corresponding to the material of the advertisement, out of a plurality of communication volume ranges supported by the mobile communication service bordering on at least one communication volume for which communication charges change. Target users with volume. The communication volume range corresponding to the operation advertisement in which the material information includes a program that changes the information presented from the advertisement according to the user's operation is larger than the communication volume range corresponding to at least one other advertisement. Large quantity. [Selection drawing] Fig. 1

Description

The present invention relates to a method of distributing advertisements according to behavioral tendencies of users to whom the advertisements are distributed.

As content delivery via the Internet has become widespread, advertisement delivery to content users has been actively carried out. A so-called targeting advertisement is known as a technique for improving the advertising effect in such advertisement distribution. For example, an advertiser preliminarily registers conditions such as attributes and behavioral tendencies of users targeted by advertisements. On the other hand, the history of each user's actions on a website or the like is recorded. User attributes are identified based on the recorded behavior, and advertisements matching those attributes are delivered.

On the other hand, there is known a technique of changing an advertisement to be sent to a terminal device based on the communication remaining amount of data communication within a period of the terminal device. For example, in Patent Document 1, in a communication plan with a limited communication capacity for high-speed communication, when the remaining communication capacity for high-speed communication is below a threshold, the state of the user terminal is determined to be a limit-required state, and normal It is disclosed to send advertisements with images when in a state, while sending advertisements without images when in a restricted state.

Also, in recent years, so-called playable advertisements have been distributed as advertisements expected to be more appealing to users than in the past. A playable advertisement is an advertisement that can be played by a user through interaction between the user and the advertisement. For example, the information presented to the user in the playable advertisement changes over time or according to the user's operation on the terminal device. If the user takes some action in response to the changed information, the information presented in the playable advertisement will change further. A playable advertisement may be, for example, a trial version of an advertised game or a game related to an advertised product or service. For example, in Patent Document 1, a user who is browsing a web page of an online service at a preset advertisement distribution date and time is determined as a distribution target of a playable advertisement, and before the ad distribution date and time, at that date and time A technique is disclosed for sending a push notification indicating that a playable advertisement will be posted to the user.

International Publication No. 2017/195361 Pamphlet JP 2019-175425 A

However, playable advertisements are not necessarily more appealing to all users than other advertisements. Some users may not play with playable ads.

Also, so-called tiered rate plans are known as rate plans provided in communication services such as mobile communication services. In this rate plan, for example, the communication charge charged to the user changes in stages according to the monthly communication volume, and even if the current communication volume reaches the maximum communication volume range , communication is basically unrestricted. Therefore, the range within which the amount of communication is consumed varies depending on the user, and the user determines, for example, considering the use of communication, the amount of communication, and the like. Since playable advertisements tend to have a larger data size than other advertisements, there may be users who do not like playable advertisements.

SUMMARY OF THE INVENTION The present invention has been made in view of the above points. To provide an information processing device, an information processing method, and an information processing program capable of registering the material of each advertisement so as to distribute the advertisement corresponding to the user of the distribution destination from among the advertisement to be changed and other advertisements. That's what it is.

In order to solve the above-mentioned problems, the invention described in claim 1 provides a plurality of mobile communication service users, in which communication charges are determined in stages according to the amount of communication during each period. an acquisition means for acquiring, from a terminal device of an advertiser of the advertisement, material information indicating the material of the advertisement, for each of a plurality of advertisements containing materials of different types, and for each of the plurality of advertisements a control means for storing the obtained material information in a storage means in association with target condition information indicating a condition corresponding to a type of material of the advertisement, which is a condition of the target user of the advertisement; wherein the target condition information stored in the storage means for each of the plurality of advertisements divides the communication volume range supported by the mobile communication service on the basis of at least one communication volume at which the communication fee changes. indicating that the range of communication volume corresponding to the material of the advertisement includes users whose communication volume is consumed within the predetermined period of time, among a plurality of predetermined communication volume ranges, and The plurality of advertisements includes an operational advertisement in which the material information includes a computer program that changes information presented from the advertisement in response to an operation by the user, and the range of communication traffic corresponding to the operational advertisement is the plurality of is a range of a predetermined amount of communication that is larger than the range of communication amount corresponding to at least one advertisement different from the operation advertisement among the advertisements.

According to this invention, for each of a plurality of advertisements distributed to a user of a mobile communication service, material information indicating the material of the advertisement is obtained from the terminal device of the advertiser of the advertisement. The types of materials of the plurality of advertisements are different from each other. One of these advertisements is a manipulation advertisement whose material information includes a computer program that changes the information presented from the advertisement according to the user's manipulation. In mobile communication services, communication charges are determined in stages according to the amount of communication within a period. Therefore, within the range of communication volume supported by mobile communication services, the communication charge is constant within a certain range, and there are communication volumes for which the communication charge varies. For each of the plurality of advertisements, the acquired material information is stored in association with the target condition information. The target user condition indicated by the target condition information of each advertisement is a condition according to the type of material of the advertisement. More specifically, the communication volume supported by the mobile communication service is divided into a plurality of communication volume ranges, with at least one communication volume having a different communication charge as a boundary. The target condition information of each advertisement targets a user whose communication volume is included in the communication volume range corresponding to the material of the advertisement among the plurality of communication volume ranges. indicates Then, among the plurality of advertisements, the target condition information of at least one advertisement different from the operation advertisement indicates a user whose consumed communication amount is within a certain range of communication amount. On the other hand, the target condition information of the operation advertisement indicates users whose consumed communication amount is included in a predetermined communication amount range that is larger than the communication amount range. Therefore, advertisements different from operation advertisements are delivered to users who use mobile communication services within a certain range of traffic. Operation advertisements are distributed to users who use the mobile communication service in a range of communication traffic that is larger than the range of communication traffic. Therefore, it is possible to register the material of each advertisement so that the advertisement corresponding to the user of the distribution destination can be distributed from among the advertisement that changes the information to be presented according to the user's operation and other advertisements.

The invention according to claim 2 is characterized in that the data size of the material information of the at least one advertisement is smaller than the data size of the material information of the manipulation advertisement.

According to this invention, in association with target condition information indicating a user who uses a mobile communication service in a communication volume range smaller than the communication volume range in which the operation advertisement is distributed, the data size is smaller than the material information of the operation advertisement. Material information with a small value is stored. Therefore, an advertisement having a data size smaller than that of the operation advertisement is distributed to the user who uses the mobile communication service within the communication volume range. Therefore, it is possible to register advertisement material so as to distribute an advertisement having a data size according to the user's use of mobile communication services.

The invention according to claim 3 is characterized in that the at least one advertisement includes at least one of a still image advertisement using a still image as a material and a moving image advertisement using a moving image as a material.

According to this invention, at least one of a still image and a moving image is associated with target condition information indicating a user who uses a mobile communication service in a range of communication volume smaller than the range of communication volume in which operation advertisements are distributed. is stored. Therefore, still image advertisements or moving image advertisements are distributed to users who use mobile communication services within the range of communication traffic. It is assumed that a user who does not use a computer program that changes the information presented from an advertisement according to the user's operation via a mobile communication service is a user who cares about the amount of communication to some extent. Sometimes. Therefore, it is possible to register the material of the advertisement so as to distribute the advertisement according to the user for whom the appeal of the operation advertisement is relatively low.

In the invention according to claim 4, the at least one advertisement includes the still image advertisement and the video advertisement, and the range of communication volume corresponding to the video advertisement is the range of communication volume corresponding to the still image advertisement. It is characterized by a range of communication traffic larger than .

According to the present invention, still images are stored in association with target condition information indicating users who use mobile communication services within a certain range of traffic. A moving image is stored in association with target condition information indicating a user who uses the mobile communication service in a communication traffic range larger than this communication traffic range. A computer program is stored that changes the information presented from the advertisement in association with target condition information indicating users who use the mobile communication service in a communication volume range larger than this communication volume range. It is assumed that the user who uses the mobile communication service in the range of the smallest amount of communication among the three ranges of amount of communication is the user who wants to reduce the amount of communication. A still image advertisement with a relatively small data size is distributed to such users. Among the three ranges of communication volume, users who use mobile communication services in the middle range of communication volume are more likely to use mobile communication services than users who use mobile communication services in the range of the lowest communication volume. It is assumed that there is a high degree of viewing of videos through the service. Video advertisements are delivered to these users. A user who uses a mobile communication service in the range of the largest communication volume among the three ranges of communication volume can change the information presented from the advertisement according to the user's operation by using the mobile communication service. It is assumed that there is a high degree of utilization through Operational advertisements are distributed to such users. Therefore, it is possible to register advertisement materials so that advertisements are distributed according to the manner in which the user uses the mobile communication service.

According to the fifth aspect of the invention, there is provided an information processing method executed by a computer, which is distributed to users of a mobile communication service in which communication charges are determined in stages according to the amount of communication during each period. an acquiring step of acquiring, from a terminal device of an advertiser of the advertisement, material information indicating the material of the advertisement for each of a plurality of advertisements containing materials of different types, the plurality of advertisements; A control step of storing the obtained material information in a storage means in association with target condition information indicating a condition corresponding to a type of material of the advertisement, which is a condition of the target user of the advertisement. and wherein the target condition information stored in the storage means for each of the plurality of advertisements is a range of communication volume supported by the mobile communication service bordering on at least one communication volume at which the communication charge changes. indicates that the range of communication volume corresponding to the material of the advertisement includes users whose communication volume is consumed within the predetermined period, among a plurality of predetermined communication volume ranges divided into , the plurality of advertisements includes an operation advertisement in which the material information includes a computer program that changes information presented from the advertisement in response to an operation by the user, and the range of communication traffic corresponding to the operation advertisement is The range of predetermined traffic volume is larger than the range of traffic volume corresponding to at least one advertisement different from the operation advertisement among the plurality of advertisements.

According to the sixth aspect of the present invention, there are provided a plurality of advertisements distributed to users of a mobile communication service in which a communication charge is determined in stages according to the amount of communication during each period of time. , acquisition means for acquiring, from a terminal device of an advertiser of the advertisement, material information indicating the material of the advertisement for each of a plurality of advertisements containing different types of materials; and for each of the plurality of advertisements, the acquired functioning as control means for storing the material information in a storage means in association with target condition information indicating a condition of a user who is a target of the advertisement and a condition corresponding to a type of material of the advertisement; The target condition information stored in the storage means for each of the advertisements is a predetermined plurality of predetermined communication volume ranges corresponding to the mobile communication service divided by at least one communication volume boundary at which the communication fee changes. indicating that a range of communication volumes corresponding to the material of the advertisement targets a user whose communication volume is consumed within the predetermined period, wherein the plurality of advertisements are: A computer program that changes information presented from the advertisement in response to an operation by the user includes the operation advertisement included in the material information, and the range of communication volume corresponding to the operation advertisement is, among the plurality of advertisements, It is characterized in that the range of the predetermined amount of communication is larger than the range of the amount of communication corresponding to at least one advertisement different from the operation advertisement.

According to the present invention, the material of each advertisement is registered so that the advertisement corresponding to the user of the distribution destination can be distributed from among the advertisement that changes the presented information according to the user's operation and other advertisements. be able to.

It is a figure showing an example of an outline composition of advertising system S concerning one embodiment. It is a figure which shows an example of the system of a communication charge. 4 is a diagram showing an example of contents stored in a traffic DB 21; FIG. It is a block diagram showing an example of an outline composition of advertising distribution server 1 concerning one embodiment. 4 is a diagram showing an example of contents stored in a database of the advertisement distribution server 1; FIG. It is a figure which shows an example of segmentation according to a traffic band. It is a figure showing an example of a functional block of system control part 11 of advertising distribution server 1 in one embodiment. FIG. 10 is a diagram showing an example of association between advertisement creatives and traffic bandwidth targeting conditions; 6 is a flow chart showing an example of submission processing by the system control unit 11 of the advertisement distribution server 1 according to one embodiment. It is a flow chart which shows an example of advertising distribution processing by system control part 11 of advertising distribution server 1 concerning one embodiment. It is a figure which shows the determination example of the advertisement to transmit. It is a flow chart which shows an example of advertising distribution processing by system control part 11 of advertising distribution server 1 concerning one embodiment. It is a figure which shows an example of the content memorize|stored in campaign DB14a.

BEST MODE FOR CARRYING OUT THE INVENTION Hereinafter, embodiments of the present invention will be described in detail with reference to the drawings.

[1. First Embodiment]
[1-1. Configuration of advertising system]
First, the configuration and functional overview of the advertising system S according to the present embodiment will be described with reference to FIGS. 1 to 3. FIG. FIG. 1 is a diagram showing an example of a schematic configuration of an advertising system S according to this embodiment.

As shown in FIG. 1 , the advertising system S includes an advertisement distribution server 1 , a traffic calculation server 2 , a service providing server 3 , multiple advertiser terminals 4 , and multiple user mobile terminals 5 . The advertisement distribution server 1, the traffic calculation server 2, each advertiser terminal 4, and the service providing server 3 are connected to the Internet NI. Each user mobile terminal 5 is connectable to the mobile communication network NM. The mobile communication network NM may consist, for example, of a core network and a plurality of base stations. The core network may be composed of, for example, MME (Mobility Management Entity), SGW (Serving Gateway), PGW (Packet data network Gateway), HSS (Home Subscriber Server), and the like. Examples of mobile communication systems include third generation systems such as W-CDMA, CDMA2000 and WiMAX, fourth generation communication systems such as LTE and WiMAX2, and fifth generation communication systems. Each user mobile terminal 5 can be connected to the Internet NI via the mobile communication network NM.

The mobile communication network NM is operated by, for example, a predetermined mobile communication carrier. This mobile communication carrier uses the mobile communication network NM to provide mobile communication services to the users of the user mobile terminals 5 . More specifically, mobile communication carriers provide call services and data communication services. A tiered rate plan is adopted for data communication services. In a tiered rate plan, the communication rate is determined step by step for each period according to the amount of communication within that period. That is, the communication charge is constant while the user performs data communication within a certain communication volume range within the period, and the communication charge changes when the communication volume exceeds that range. In a tiered rate plan, two or more levels of charges are determined according to the amount of communication. In this embodiment, the communication traffic is calculated monthly. However, the length of the period may differ from one month. Data communication services may allow unlimited data communication, or may impose some kind of communication restriction on the user when the current communication volume exceeds a predetermined communication volume. Examples of communication restrictions include a decrease in communication speed, communication failure, and the like. Also, the tiered communication charge may or may not include the call charge.

FIG. 2 is a diagram showing an example of a system of communication charges. As shown in FIG. 2, the monthly communication charge is 0 yen when the monthly communication volume is 1 GB (gigabyte) or less. The monthly communication charge is 980 yen when the communication volume exceeds 1 GB and is 3 GB or less. The monthly communication charge is 1,980 yen when the amount of communication exceeds 3 GB and is 20 GB or less. In the range where the communication amount exceeds 20 GB, the monthly communication charge is 2,980 yen. These communication charges do not include tax. Users are allowed unlimited data communication beyond 20 GB.

The advertisement distribution server 1 is a server device that distributes advertisements to the user portable terminal 5 . For example, the advertisement distribution server 1 may display advertisements on content such as web pages distributed from the service providing server 3 or other server devices to the user portable terminal 5 . Moreover, the advertisement distribution server 1 may distribute a targeting advertisement. Targeting is, for example, an advertising technique for distributing advertisements to users according to their attributes.

The traffic calculation server 2 is connected to the Internet NI and also to the core network of the mobile communication network NM. When the user uses the data communication service, the communication amount calculation server 2 calculates the total amount of data transmitted to the user portable terminal 5 and data transmitted from the user portable terminal 5 via the mobile communication network NM. Calculate per period as a quantity.

The communication amount DB 21 may be stored in the communication amount calculation server 2 . "DB" is an abbreviation for database. FIG. 3 is a diagram showing an example of contents stored in the traffic DB 21. As shown in FIG. The communication volume DB 21 stores the current communication volume of each user in the current term and the history of the past communication volume. The current period is a period including the present time among multiple periods. In this embodiment, the current term is the current month. As shown in FIG. 3, the communication amount DB 21 stores, as communication amount information, MSISDN, target period, communication amount, etc., in association with each other. MSISDN is identification information that identifies a user in the mobile communication network NM. The MSISDN stored in the traffic DB 21 indicates the user who consumed the traffic associated with that MSISDN. The target period indicates the period during which the traffic was consumed. The target period may be indicated by years and months.

The traffic calculation server 2 causes the traffic DB 21 to store this month's traffic information for each user, for example, when the month changes. At this time, the traffic calculation server 2 sets the traffic to zero. The traffic calculation server 2 counts, for example, the number of data packets transmitted from the mobile communication network NM to the user portable terminal 5 and the number of data packets transmitted from the user portable terminal 5 to the mobile communication network NM, The traffic at that time may be calculated by multiplying the number of packets by the data size per packet. If the packet size is variable, the traffic calculation server 2 may calculate the traffic based on the data size of each packet. Then, the traffic calculation server 2 updates the traffic stored in the traffic DB 21 by adding the calculated traffic to the traffic of the current month of the user of the user portable terminal 5 that performed the communication. may The advertisement distribution server 1 can acquire from the communication amount calculation server 2, for example, the communication amount stored in the communication amount DB 21 in association with the transmitted information by transmitting the MSISDN and the target period to the communication amount calculation server 2. may be

The service providing server 3 is a server device for providing a predetermined service to the user portable terminal 5 . The services provided are referred to as R-services for convenience. Examples of R services provided include e-commerce such as online shopping, hotel reservations, beauty salon reservations, golf course reservations, sales of voting tickets for public competitions, web searches, video distribution, music distribution, news distribution, Examples include blogs, SNS, financial transactions, point programs, and proxy payment for products or services. The service providing server 3 may transmit a web page constituting a website for providing the R service in response to a request from the user portable terminal 5 . Each user may be required to become a member of the R-service in order to use the R-service. When a user becomes a member, a user ID, which is information for identifying the user in the service, is registered in the service providing server 3 .

In order to start using the mobile communication service provided through the mobile communication network NM, the user must already be a member of the R service at the time of starting the use, or must be registered as a member of the R service. may be The mobile communication service provider that provides the mobile communication service and the service provider that provides the R service may be, for example, the same company, or may be mutually related companies included in the same company group. However, it may also be between companies that have some kind of business alliance or capital alliance.

Each advertiser terminal 4 is a terminal device used by an advertiser. By operating the advertiser terminal 4 and accessing the advertisement distribution server 1, the advertiser creates, for example, a campaign, submits advertisement material, and reports the advertisement distribution result including advertisement effect information. to check. A campaign indicates an activity to promote sales of a product or an activity to promote the use of a service by distributing advertisements. Although there is no particular limitation as to what business becomes an advertiser, the advertiser may be, for example, a business that sells products or services to users through the R service. For example, if the R service is an online shopping mall, the advertiser may be a store that opens a store in the online shopping mall. Alternatively, if the R service is a hotel reservation service, the advertiser may be a hotel that offers rooms through the reservation service. Examples of the advertiser terminal 4 include a personal computer, a tablet computer, and the like. A web browser may be installed in each advertiser terminal 4 .

Each user portable terminal 5 is a portable terminal device that performs data communication via the mobile communication network NM. For example, each user mobile terminal 5 connects to the Internet NI via a core network by performing wireless communication with a base station. Thereby, the user portable terminal 5 communicates with server devices such as the advertisement distribution server 1 and the service providing server 3 . The user portable terminal 5 may be, for example, a mobile phone (including a smart phone) capable of both calling and data communication using the mobile communication network NM, or a terminal device capable of only data communication, such as a tablet type. It may be a computer or the like. An IC card such as a SIM (Subscriber Identity Module) card is connected to each user mobile terminal 5 . This IC card stores MSISDN, IMSI, etc. assigned to the user who uses the user portable terminal 5 . A web browser may be installed in each user mobile terminal 5 . Also, a dedicated application for using the R service may be installable in each user's mobile terminal 5 . When the user portable terminal 5 is executing an application or displaying a web page and an advertisement space is set in the application or the web page, the user portable terminal 5 displays the tag or script of the advertisement space. Advertisement content is received from the advertisement distribution server 1 according to the above. The user portable terminal 5 displays the advertisement in the advertisement frame according to this advertisement content. Each user may use the R service by connecting to the Internet NI using a terminal device that cannot be connected to the mobile communication network NM, such as a personal computer or a set-top box.

[1-2. Configuration of advertisement distribution server]
Next, the configuration of the advertisement distribution server 1 will be explained using FIGS. 4 to 6. FIG. FIG. 4 is a block diagram showing an example of a schematic configuration of the advertisement distribution server 1 according to this embodiment. As shown in FIG. 4 , the advertisement distribution server 1 includes a system control section 11 , a system bus 12 , an input/output interface 13 , a storage section 14 and a communication section 15 . The system control unit 11 and the input/output interface 13 are connected via a system bus 12 .

The system control unit 11 includes a CPU (Central Processing Unit) 11a, a ROM (Read Only Memory) 11b, a RAM (Random Access Memory) 11c, and the like.

The input/output interface 13 performs interface processing between the storage unit 14 and the communication unit 15 and the system control unit 11 .

The storage unit 14 is configured by, for example, a hard disk drive or the like. The storage unit 14 stores databases such as a campaign DB 14a, a user identification information DB 14b, a user attribute DB 14c, and the like.

FIG. 5 is a diagram showing an example of contents stored in the database of the advertisement distribution server 1. As shown in FIG. The campaign DB 14a stores campaign information relating to each campaign. Campaign information may be set by an advertiser, for example. Specifically, the campaign DB 14a stores, as campaign information, campaign ID, advertiser ID, campaign name, campaign period, budget amount, advertisement unit price, general targeting conditions, communication volume targeting conditions, creative, link destination URL (Uniform Resource Locator), etc. are stored in association with each other.

A campaign ID is identification information that identifies a campaign. The advertiser ID is identification information that identifies the advertiser of the target campaign. The campaign period indicates the period during which advertisements are distributed. The advertisement unit price is the advertisement fee per case. The billing method for advertising fees may be, for example, impression billing or click billing. The general targeting condition indicates the condition of the segment to which the advertisement of the target campaign is distributed. A segment is a group of users with the same attributes. The user attributes indicated by the general targeting conditions may be information registered by the user himself, such as gender, age, place of residence, or attributes directly identifiable from the registered information. For example, information on attributes of users as members of the R service may be stored in the service providing server 3 . A user attribute indicated by the general targeting condition may be an attribute specified based on the user's behavior. The user's actions may be actions in the R service. The attributes may indicate, for example, trends in user behavior, user interests, and the like. Alternatively, user attributes may be determined based on user behavior with respect to delivered advertisements, such as selection of advertisements. Note that the campaign DB 14a may store the traffic band targeting condition, which will be described later, but may not store the general targeting condition.

The communication volume targeting condition also indicates the condition of the segment to which the advertisement of the target campaign is distributed. The segment indicated by the traffic band targeting condition is determined based on which range the traffic consumed by the user in the data communication using the mobile communication service within a predetermined period falls within. Specifically, the communication volume range supported by the mobile communication service is divided into a plurality of predetermined communication volume ranges with at least one communication volume whose communication fee changes as a boundary. Here, each of these multiple ranges of traffic is also called a traffic band. The number of traffic bands is two or more. The communication volume range supported by the mobile communication service may be the communication volume range in which the mobile communication service can provide data communication. Since the amount of communication is unlimited in this embodiment, the range of amount of communication supported by the mobile communication service is from 0 GB to infinity. For example, when the user is imposed a restriction such as suspension of communication when the current traffic reaches a predetermined traffic, the range of traffic that the mobile communication service supports has the predetermined traffic as the upper limit. The plurality of communication volume bands may be divided by each of the total communication volume for which the communication fee changes, or may be divided by a part of the communication volume as a boundary. How to divide the range of communication traffic may be determined based on, for example, an image of users who use the mobile communication service within the range of each assumed communication band. A user profile may represent a typical user attribute or personality of a certain segment. The user image may be assumed in advance, for example, by a mobile communication carrier or the like. This user image is also called a persona. For example, not all users who use mobile communication services in a specific traffic band have a specific user image, but a considerable proportion or more of those users have that user image. The image of the user may be assumed to the extent that it is possible to assume that the user has.

FIG. 6 is a diagram showing an example of segmentation according to the traffic band. The system of communication charges shown in FIG. 6 is the same as the system of communication charges shown in FIG. In FIG. 6, the communication volumes for which the communication charges change are 1 GB, 3 GB, and 20 GB. The communication volume range supported by the mobile communication service may be divided into a low communication volume band, a medium communication volume band, and a high communication volume band, as shown in FIG. 6, for example. The low communication volume band is a range of communication volume from 0 GB to 3 GB or less. The middle communication volume band is a range of communication volume exceeding 3 GB and 20 GB or less. The high communication volume band is a range in which the communication volume exceeds 20 GB. Therefore, the traffic band targeting condition may be set to any one of "low traffic band", "medium traffic band", and "high traffic band". “Low communication volume band” indicates a segment that consumes communication volume within the range of the low communication volume band. "Medium communication volume band" indicates a segment that consumes communication volume within the range of the medium communication volume band. A “high traffic band” indicates a segment that consumes traffic within the range of the high traffic band.

The persona of the segment that uses mobile communication services in the low-traffic band, that is, the assumed user image is a user who wants to minimize the use of data communication. Such users may not be in the habit of watching videos, for example, on video distribution platforms, social networking services, and the like. In addition, such users may consciously refrain from viewing moving images. Moving images tend to have a larger data size than other contents such as text, still images, and web pages. Therefore, it is thought that users in this segment tend to refrain from watching moving images in order to reduce the amount of communication.

The user image of the segment that uses mobile communication services in the medium traffic band is users who want to enjoy videos even outdoors. Such users may have a habit of watching large amounts of content such as videos. Moreover, such a user may be a user who thinks that viewing still images is unsatisfactory. For example, in many cases, homes and other facilities can be connected to a network such as a wireless LAN (Local Area Network). Therefore, videos can be viewed indoors without worrying about communication traffic. On the other hand, outdoors, data communication is performed by connecting to the mobile communication network NM. It is believed that users in this segment do not mind the amount of communication even when watching videos outdoors.

The user image of the segment that uses mobile communication services with a high communication volume is users who play online games and watch videos as part of their lives. These users may be exposed to videos and games on a daily basis. In addition, such users may take it for granted that the moving images of the content they view are natural, and may desire more stimulus than moving images. In order to play a game, the user usually needs to install the application for the game on the user mobile terminal 5 . Application programs often have a large data size compared to moving images. There are also applications that require communication with other computers via the Internet NI. For example, in the case of an online game, while the game application is running, the user portable terminal 5 constantly or frequently transmits and receives data to and from the game server device or the like. Therefore, the use of online games tends to consume a large amount of communication compared to the use of videos. If games are used in addition to videos, the amount of communication may reach a considerable amount. Therefore, users in this segment are considered to be users who do not care much about traffic.

A creative is data that serves as material for an advertisement that is published in a target campaign. Creatives may be deliverables produced for advertisement display. The creative may also include data for display objects that make up at least a portion of the displayed advertisement. If the ad includes sound, the creative may include data for that sound. Also, the creative may be data transmitted to the user portable terminal 5 as advertising content when distributing the advertisement. The type of creative may be determined according to the type of advertisement to be delivered. Examples of advertisement types include still image advertisements (or banner advertisements), video advertisements, and playable advertisements. A still image advertisement is a still image displayed as an advertisement. A creative for a still image advertisement includes data for that still image. A video advertisement is displayed as an advertisement. A creative for a video ad includes data for that video. A playable advertisement is an advertisement in which information presented to the user from the advertisement, such as at least one of video and audio, changes according to the user's operation. More specifically, playable advertisements have a plurality of options for operations that can be performed by the user. can be different. For example, a playable advertisement may be an advertisement that allows a user to play a game. A playable ad creative may include a computer program that changes the information presented from the ad in response to user interaction. This program is called a playable application. A playable application in the case of a game may be the application program of the game. A program only for the user's portable terminal 5 to display the content such as the web page of the advertiser of the advertisement by the user's operation such as selection of the displayed advertisement does not correspond to the playable application. The playable application may be a script such as Java (registered trademark) script, or may be another program. In particular, creatives are often created in HTML (HyperText Markup Language) 5. A playable application is generally executed on a web browser, so there is no need to install the program on the user portable terminal 5 . Although such a computer program is generally executed on the user portable terminal 5, it may be a program executed on the server side. Note that the playable advertisement creative may include the playable application and at least one of still image data and moving image data. Still images and videos may be used in the playable application. A video ad creative may include still image data in addition to including video data. Video ad creatives, on the other hand, do not include playable applications. A still image ad creative includes still image data, but neither video data nor a playable application.

The link destination URL indicates the link destination of the advertisement of the target campaign. In other words, the link destination URL indicates content such as a web page to which the screen of the user portable terminal 5 transitions when the user selects the displayed advertisement. However, in the case of playable advertisements, it is not based on the selection of advertisements, but when, for example, the user performs a predetermined operation after the end of the game in playable advertisements, or when the advertised product is displayed in the game The screen may transition when the product is selected.

In the user identification information DB 14b, for each subscriber of the mobile communication service, the subscriber's MSISDN and the subscriber's user ID in the R service are stored in association with each other. As described above, in order for a user to use a mobile communication service, it is necessary for the user to be a member of the R service. do. Thereby, the advertisement distribution server 1 associates the user's MSISDN with the user ID and stores them in the user identification information DB 14b.

Information indicating attributes of each user is stored in the user attribute DB 14c. Specifically, in the user attribute DB 14c, a user ID, one or a plurality of pieces of attribute information, etc. are stored in association with each other. The user ID indicates the target user. Each piece of attribute information indicates an attribute of the target user. Examples of attributes indicated by attribute information include attributes specified based on user behavior in the R service. For example, the service providing server 3 may store a database of the user's action history in the service. The advertisement distribution server 1 may determine attributes of each user by analyzing the history. If the R service is online shopping, examples of attributes include the category of products that the user browsed the web page, the category of products that the user purchased, the category of products that the user purchased a predetermined number of times within a predetermined period in the past, and the like. be done.

The storage unit 14 further stores various programs such as an operating system, a DBMS, an advertisement distribution server program, and the like. The advertisement distribution server program is a program that causes the system control unit 11 to execute various processes related to advertisement distribution. The advertisement distribution server program may be obtained from another device via the Internet NI, or may be recorded on a recording medium such as a magnetic tape, optical disk, or memory card and read via a drive device. can be

The communication unit 15 is configured by, for example, a network interface card or the like. The communication unit 15 connects with the traffic calculation server 2, the service providing server 3, the advertiser terminal 4, the user portable terminal 5, etc. via the Internet NI, and controls the state of communication with these devices.

[1-3. Function overview of the system control unit]
Next, a functional overview of the system control unit 11 of the advertisement distribution server 1 will be described with reference to FIGS. 7 and 8. FIG. FIG. 7 is a diagram showing an example of functional blocks of the system control unit 11 of the advertisement distribution server 1 in this embodiment. The system control unit 11 reads and executes various program codes included in the advertisement distribution server program by the CPU 11a, and as shown in FIG. 113, a traffic band identification unit 114, an advertisement transmission unit 115, and the like.

[1-3-1. Submission of creatives]
The material information acquisition unit 111 obtains material indicating the material of each of the plurality of advertisements distributed to the user of the mobile communication service according to the present embodiment and including different types of material. Information may be obtained from the advertiser terminal 4 of the advertiser of the advertisement. The plurality of advertisements may be, for example, at least any two of still image advertisements, moving image advertisements, and playable advertisements. Therefore, the different types of materials may be at least any two of still image data, moving image data, and playable applications, for example.

For example, when the advertiser terminal 4 accesses the advertisement distribution server 1 based on the advertiser's operation, the advertiser terminal 4 displays a new campaign creation screen. The campaign new creation screen is a screen for setting a newly created campaign. In the campaign new creation screen, the advertiser inputs, for example, the campaign name, campaign period, budget amount, advertising unit price, general targeting conditions, etc., and selects save. In response to this selection, advertiser terminal 4 transmits the input information to advertisement distribution server 1 . The advertisement distribution server 1 generates campaign information based on the information received from the advertiser terminal 4, and stores this campaign information in the campaign DB 14a. After creating the campaign, the advertiser terminal 4 displays a list of created campaigns by the advertiser. Advertisers select campaigns for which they want to submit creatives from the list. In response to this selection, advertiser terminal 4 displays a creative submission screen. The creative submission screen is a screen for selecting a creative to be submitted. On this creative submission screen, the advertiser selects creative data to be submitted from the data stored in the advertiser terminal 4 . At this time, the advertiser selects, for example, still image data, moving image data, or playable application. Advertiser terminal 4 transmits the selected creative data to advertisement distribution server 1 . In this way, the material information acquisition unit 111 may acquire the creative.

The material information registration unit 112 stores the material information acquired by the material information acquisition unit 111 for each of the plurality of advertisements described above in the campaign DB 14a in association with the traffic bandwidth targeting condition corresponding to the type of material of the advertisement. may The traffic volume targeting condition for each advertisement is to select users whose traffic volume is included in the traffic volume corresponding to the material of the advertisement among a plurality of prescribed traffic volume bins within a prescribed period of time. It may indicate that it is targeted. The traffic band targeting condition according to the type of advertisement material may be, for example, a traffic band that is assumed among a plurality of traffic bands, with a user image that thinks that the target type of creative is preferable. Alternatively, the traffic volume targeting conditions according to the type of advertisement material may be based on the data size relationship between the target type of creative and other types of creatives, and the communication with other traffic volume It may be a communication volume band in which the magnitude relationship of the volume is the same.

One of the plurality of advertisements may be a playable advertisement. Regarding the communication volume targeting condition, the communication volume corresponding to the playable advertisement is a communication volume band having a larger communication volume than the communication volume corresponding to at least one advertisement different from the playable advertisement among the plurality of advertisements. There may be. For example, a segment indicated by the traffic band targeting condition for at least one of still image advertisements and video advertisements is a segment that uses mobile communication services in a predetermined traffic band, while the traffic volume of playable advertisements A segment indicated by the band targeting condition may be a segment using a mobile communication service in a communication volume band having a larger communication volume than the predetermined communication volume band. As described above, the data size of playable applications (or playable advertisements) tends to be large compared to the data size of still images, moving images, and the like. In addition, it is considered that users who perform data communication in a larger communication volume band are more likely to use applications such as online games. Therefore, users who prefer playable advertisements are considered to be users who perform data communication in a relatively large communication bandwidth.

The multiple advertisements may include three types of advertisements: still image advertisements, video advertisements, and playable advertisements. In the traffic band targeting conditions, the traffic band corresponding to the playable advertisement is in a range of traffic larger than the traffic band corresponding to the video advertisement, and the traffic band corresponding to the video advertisement is stationary. The communication volume range may be larger than the communication volume band corresponding to the image advertisement.

FIG. 8 is a diagram showing an example of association between advertisement creatives and traffic bandwidth targeting conditions. As shown in FIG. 3, it is assumed that there are a low communication volume band, a medium communication volume band, and a high communication volume band as a plurality of communication volume bands. As shown in FIG. 8, when a still image is submitted as a creative for an advertisement, the material information registration unit 112 associates it with the traffic band targeting condition indicating "low traffic band". When a video is submitted, the material information registration unit 112 associates it with a traffic volume targeting condition indicating "medium traffic volume". When a playable application is submitted, the material information registration unit 112 associates it with a traffic band targeting condition indicating "high traffic band". As explained using Fig. 3, the segment that uses mobile communication services in a low communication bandwidth is a segment that wants to minimize the use of data communication, and does not watch videos or play online games much. is assumed to be a non-existent segment. Therefore, still image ads are more suitable for this segment than video or playable ads. It is assumed that the segment that uses mobile communication services in the medium traffic band is the segment that wants to enjoy videos even outdoors. Therefore, video ads are considered more appealing to this segment than still image ads. On the other hand, it is assumed that this segment is a segment in which online game play cannot be asserted as a daily occurrence. As such, video ads may be more appropriate than playable ads. The segment that uses mobile communication services in a high communication volume band is a segment in which playing online games and watching videos is a part of life, and is assumed to be users who hardly care about communication volume. Video ads may have some appeal to this segment, but playable ads are more appealing.

Advertisers can submit creatives that correspond to segments that have user images that they want to target. For example, if a business that provides an online game is an advertiser, the business may submit a trial version of the game as a creative. The traffic band targeting condition in this case may be automatically set to "high traffic band". Also, for example, a business operator that wants to target a segment that wants to reduce the use of data communication may submit a still image as a creative. The traffic band targeting condition in this case may be automatically set to "low traffic band". Advertisers can also set general targeting criteria if they want to further refine their segment.

It is conceivable that the same advertiser submits two or more types of creatives for the same advertising target. For example, the advertiser sets the attributes of the segment that the advertiser wants to target in the general targeting conditions. The advertiser submits two or more types of creatives among still images, moving images, and playable applications as creatives for separate campaigns. Advertisers match general targeting criteria between these campaigns. Depending on each creative submitted, the traffic volume targeting condition will automatically be set to the condition corresponding to the creative from among "low traffic bandwidth", "medium traffic bandwidth", and "high traffic bandwidth". is set to Accordingly, it is possible to distribute advertisements to segments desired to be targeted, and also to distribute advertisements of a type suitable for the user to whom the advertisement is to be distributed.

[1-3-2. Delivery of Ads]
The communication volume information acquisition unit 113 acquires communication volume information indicating the communication volume consumed by the user to whom the advertisement is distributed within a predetermined period using the mobile communication service of the present embodiment. The acquired traffic information is used to identify the attributes of the distribution destination user, that is, the segment to which the user belongs. For example, the communication volume information acquisition unit 113 may acquire the communication volume information stored in the communication volume DB 21 by transmitting the MSISDN of the delivery destination user and the target period to the communication volume calculation server 2. .

The amount of traffic to be acquired may be, for example, the amount of traffic up to this point in the current month. The most recent information about a user is assumed to be the information that best describes the user's current attributes. Here, in the initial stage of the period, the amount of traffic being consumed may be relatively small. For example, the amount of communication may be several hundred MB at the beginning of the period, but reach several GB or tens of GB at the end of the period. Therefore, still image advertisements are distributed to users who receive video advertisements at the end of the period, and still image advertisements are distributed to users who receive playable advertisements at the end of the period. Or video advertisements may be delivered. However, such situations are permissible. The reason for this is, for example, from the viewpoint of consumption of communication volume associated with advertisement distribution, users who allow video advertisements can accept still image advertisements, and users who allow playable advertisements can accept still image advertisements and video advertisements. This is because any of the above is permissible.

The traffic band identifying unit 114 identifies a communication band including the traffic indicated by the traffic information acquired by the traffic information acquiring unit 113, among a plurality of predetermined communication bands. For example, in the example of FIG. 3, the traffic information acquisition unit 113 determines the low traffic band if the traffic is less than 3 GB, and determines the medium traffic band if the traffic exceeds 3 GB and is less than 20 GB. is determined, and if the communication volume exceeds 20 GB, a large communication volume band is determined.

The advertisement transmission unit 115 transmits an advertisement according to the communication volume indicated by the communication volume information acquired by the communication volume information acquisition unit 113 among a plurality of mutually different advertisements to the user portable terminal 5 of the user of the delivery destination. . For example, a plurality of advertisements different from each other may correspond to each of a plurality of predetermined communication volume bands. Then, the advertisement transmission unit 115 sends the advertisement corresponding to the communication band specified by the communication volume information acquisition unit 113 among the plurality of mutually different advertisements corresponding to each of the predetermined plurality of communication volume bands to the user of the delivery destination. It may be transmitted to the user portable terminal 5 . In this embodiment, the correspondence relationship between advertisements and traffic bands is indicated by creatives and traffic band targeting conditions stored in the campaign DB 14a.

Advertisement transmission unit 115 transmits an advertisement having a larger data size among a plurality of advertisements as the communication amount in the communication amount band specified by communication amount information acquisition unit 113 increases among the plurality of communication amount bands. good too. Video advertisements tend to have a larger data size than still image advertisements, and playable advertisements tend to have a larger data size than video advertisements. Advertisement transmission unit 115 may transmit an advertisement whose data size matches the size relationship between the specified communication volume band and another communication volume band, and the size relationship between the data size of the other advertisement. good.

In addition, the advertisement transmission unit 115 selects users who are assumed to use the mobile communication service in the communication volume band specified by the communication volume information acquisition unit 113 among the plurality of advertisements corresponding to each of the predetermined plurality of communication volume bands. You may transmit the advertisement according to the attribute of In the example shown in FIG. 3, user images are assumed as shown in FIG. 3 for each of the low communication volume band, medium communication volume band, and high communication volume band. Then, among still image advertisements, moving image advertisements, and playable advertisements, an advertisement corresponding to an increase in users assumed for the identified communication bandwidth is transmitted.

The types of advertisement materials may be different between the plurality of advertisements corresponding to each of the predetermined plurality of traffic bands. Alternatively, two or more of the plurality of advertisements may have the same type of advertisement material. Even in this case, the advertisement transmitting unit 115 may transmit an advertisement having a data size corresponding to the specified communication volume band or an advertisement corresponding to the attribute of the user of the specified communication volume band.

One of the plurality of advertisements corresponding to each of the predetermined plurality of traffic bands may be a playable advertisement. Then, when the communication volume band specified by the communication volume information acquisition unit 113 is the predetermined first communication volume band, the advertisement transmission unit 115 transmits an advertisement different from the playable advertisement, while the communication volume information acquisition unit 115 If the traffic band identified by 113 is a predetermined second traffic band with a larger traffic than the first traffic band, a playable advertisement may be transmitted. As mentioned above, the data size of playable advertisements tends to be larger than the data size of still images and videos, so users who prefer playable advertisements use a relatively large bandwidth for data communication. assumed to be the user. Here, the advertisement transmission unit 115 may transmit the playable advertisement when the specified communication volume band is the communication volume band with the largest communication volume among the plurality of communication volume bands. As mentioned above, users who prefer playable advertisements are assumed to be users who care little about traffic. Note that, for example, when there is a need to distribute some kind of advertisement whose data size is larger than that of the playable advertisement, the advertisement transmission unit 115 transmits the advertisement in the maximum communication volume band, and the communication volume exceeds the communication volume band. Playable ads may be sent at low bandwidth.

In the example shown in FIG. 3, the advertisement transmitting unit 115 transmits the still image advertisement when the identified communication volume band is the low communication volume band, and when the identified communication volume band is the low communication volume band. , a video advertisement is transmitted, and a playable advertisement is transmitted when the identified communication volume band is a large communication volume band.

[1-4. Operation of advertising system]
Next, the operation of the advertising system S will be explained using FIGS. 9 and 10. FIG. The system control unit 11 of the advertisement distribution server 1 executes the processing shown in FIGS. 9 and 10 by executing the advertisement distribution server program stored in the storage unit 14. FIG.

FIG. 9 is a flowchart showing an example of manuscript submission processing by the system control unit 11 of the advertisement distribution server 1 according to this embodiment. For example, the advertiser selects creative data on the creative submission screen. The advertiser terminal 4 transmits to the advertisement distribution server 1 a submission request including the data of the selected creative and the campaign ID of the campaign preselected by the advertiser. The system control unit 11 may execute the submission process in response to the advertisement delivery server 1 receiving the submission request.

As shown in FIG. 9, the material information registration unit 112 determines whether the creative data included in the submission request is still image data (step S101). Various methods for determining the type of creative are conceivable. For example, the material information registration unit 112 may determine the type of creative by analyzing meta information or header information of creative data. Alternatively, when the advertiser selects the creative, the type of creative may also be selected. If the creative data is still image data (step S101: YES), the material information registration unit 112 sets the traffic band targeting condition to "low traffic band" (step S102).

On the other hand, if the creative data is not still image data (step S101: NO), the material information registration unit 112 determines whether the creative data included in the submission request is moving image data (step S103). ). If the creative data is video data (step S103: YES), the material information registration unit 112 sets the traffic band targeting condition to "medium traffic band" (step S104).

On the other hand, if the creative data is not video data (step S103: NO), the material information registration unit 112 sets the traffic band targeting condition to "high traffic band" (step S105).

After step S102, S104, or S105, the material information registration unit 112 associates the creative data included in the submission request and the set traffic bandwidth targeting condition with the campaign ID included in the submission request to create a campaign. The data is stored in the DB 14a, and the submission process ends.

FIG. 10 is a flowchart showing an example of advertisement distribution processing by the system control unit 11 of the advertisement distribution server 1 according to this embodiment. For example, the user portable terminal 5 transmits a web page request to a server device such as the service providing server 3 based on the user's operation. The server device transmits the HTML document of the requested web page. User portable terminal 5 displays a web page based on the HTML document received from the server device. When an advertisement space is set for this web page, the user portable terminal 5 transmits an advertisement request to the advertisement distribution server 1 according to the information of the advertisement space included in the HTML document. The advertisement request may include, for example, the user ID of the user of the terminal. The system control unit 11 may execute advertisement distribution processing in response to the advertisement distribution server 1 receiving an advertisement request.

As shown in FIG. 10, the communication volume information acquisition unit 113 acquires this month's communication volume information of the user of the user portable terminal 5 that has transmitted the advertisement request (step S201). For example, the traffic information acquisition unit 113 acquires the user ID of the user to whom the advertisement is distributed from the advertisement request. The traffic information acquisition unit 113 acquires the MSISDN associated with this user ID from the user identification information DB 14b. The traffic information acquisition unit 113 transmits the MSISDN of the delivery destination user and the target period indicating the current month to the traffic calculation server 2 . The traffic calculation server 2 acquires traffic information associated with the combination of this MSISDN and the current month from the traffic DB 21 . The traffic calculation server 2 transmits the acquired traffic information to the advertisement distribution server 1 .

Next, the traffic band identification unit 114 determines whether or not the traffic indicated by the traffic information acquired from the traffic calculation server 2 is within the range of the small traffic band (step S202). If the traffic is within the low traffic band (step S202: YES), the traffic band identifying unit 114 sets the user traffic band attribute to "small traffic band" (step S203).

On the other hand, if the communication volume is not within the low communication volume band (step S202: NO), the communication volume identification unit 114 determines that the communication volume indicated by the acquired communication volume information is within the medium communication volume band. It is determined whether or not there is (step S204). If the traffic is within the middle traffic band (step S204: YES), the traffic band specifying unit 114 sets the user traffic band attribute to "medium traffic band" (step S205).

On the other hand, if the traffic is not within the middle traffic band (step S204: NO), the traffic band specifying unit 114 sets the user traffic band attribute to "high traffic band" (step S206).

After step S203, S205 or S206, the advertisement transmitting unit 115 acquires the user attribute information of the distribution destination user from the user attribute DB 14c. Then, the advertisement transmission unit 115 searches the campaign DB 14a for a campaign whose traffic band targeting condition matches the user traffic band attribute and whose general targeting condition matches the user attribute information (step S207). Next, the advertisement sending unit 115 determines a campaign to send an advertisement from among the searched campaigns (step S208). For example, the advertisement transmission unit 115 may determine the bid by so-called real-time bidding based on the advertisement unit price stored in the campaign DB 14a, or may determine the bid at random. Also, the advertisement transmission unit 115 may determine a plurality of campaigns. Next, the advertisement transmission unit 115 transmits the creative included in the campaign information of the determined campaign to the user portable terminal 5 as advertisement content, and the advertisement distribution process ends. A user who receives the advertising content displays the advertisement in the advertising space based on the advertising content. If the displayed advertisement is a playable advertisement, then the user portable terminal 5 changes the video within the advertisement frame or outputs sound according to the user's operation and the playable application.

As described above, according to the present embodiment, advertisement distribution server 1 distributes advertisements to users of mobile communication services in which communication charges are determined in stages according to the amount of communication during each period. For each of a plurality of advertisements including materials of different types, creative data indicating the material of the advertisement is acquired from the advertiser terminal 4 of the advertiser of the advertisement. In addition, the advertisement distribution server 1 associates the obtained creative data with the communication bandwidth targeting conditions for each of the plurality of advertisements and stores them in the campaign DB 14a. Here, the traffic band targeting condition indicating that the advertisement distribution server 1 targets users whose communication traffic is included in a traffic band with a smaller traffic than the high traffic band. Store creative data for ads that are different from playable ads in association with . In addition, the advertisement distribution server 1 is a playable advertisement creative in association with the traffic band targeting condition indicating that the communication traffic consumed within a predetermined period is included in the high traffic band. Memorize playable applications. Therefore, it is possible to register the material of each advertisement so that an advertisement can be distributed among playable advertisements and other advertisements according to the user to whom the advertisement is to be distributed.

Here, the advertisement distribution server 1 associates with a traffic band targeting condition indicating a user who uses a mobile communication service in a traffic band smaller than a traffic band in which a playable advertisement is distributed, A creative with a data size smaller than the data size of the advertisement creative may be stored. In this case, the advertisement material can be registered so as to distribute an advertisement having a data size according to the usage status of the mobile communication service by the user.

In addition, the advertisement distribution server 1 associates with a traffic band targeting condition indicating a user who uses a mobile communication service in a traffic band with a smaller traffic than the traffic band in which the playable advertisement is distributed, a still image or A moving image may be stored. In this case, it is possible to register advertisement materials so as to distribute advertisements suited to users for which the appeal of playable advertisements is low.

Further, the advertisement distribution server 1 stores the still image in association with the traffic band targeting condition indicating "low traffic band", and stores the moving image in association with the traffic band targeting condition indicating "medium traffic band". , the playable application may be stored in association with a traffic band targeting condition indicating "high traffic band". In this case, advertisement materials can be registered so that advertisements are distributed according to the manner in which the user uses the mobile communication service.

In addition, the advertisement distribution server 1 uses a mobile communication service in which the communication fee is determined step by step according to the amount of communication during each period. Get quantity information. In addition, the advertisement distribution server 1 determines the acquired communication volume among a plurality of predetermined communication volume bands in which the range of communication volume supported by the mobile communication service is divided by at least one communication volume whose communication fee changes. Identify a traffic band that includes the traffic indicated by the information. Further, the advertisement distribution server 1 transmits the advertisement corresponding to the specified communication volume band to the user portable terminal 5 of the user, among the plurality of different advertisements corresponding to each of the plurality of communication volume bands. Therefore, it is possible to distribute advertisements according to usage conditions during the period of the mobile communication service in which the communication charge changes step by step according to the communication volume.

Here, the advertisement distribution server 1 may acquire traffic information indicating the traffic of the current term. In this case, it is possible to distribute advertisements according to the latest usage by the user.

Further, the advertisement distribution server 1 may transmit an advertisement having a larger data size among the plurality of advertisements as the communication amount in the specified communication amount band is larger among the plurality of communication amount bands. In this case, it is possible to distribute an advertisement having a data size according to the user's usage of the mobile communication service.

Further, for each of a plurality of communication volume bands, attributes of users who are assumed to use the mobile communication service in that communication volume band may be determined in advance. Also, the advertisement distribution server 1 may transmit an advertisement corresponding to an attribute determined for the specified traffic band. In this case, it is possible to distribute an advertisement according to the image of the user specified from the viewpoint of which communication volume band the mobile communication service is used.

Further, among a plurality of advertisements corresponding to each of a plurality of traffic bands, the types of materials of the advertisements may differ from each other. In this case, it is possible to distribute a type of advertisement according to the usage status of the mobile communication service by the user.

Also, the plurality of advertisements may include playable advertisements. In this case, it is possible to distribute advertisements that are relatively appealing to users.

Further, when the specified communication volume band is a communication volume band in which the communication volume is smaller than the high communication volume band, the advertisement distribution server 1 transmits an advertisement different from the playable advertisement, Playable advertisements may be sent when there is high traffic. In this case, playable advertisements can be distributed to users for whom the appeal of playable advertisements is high.

Here, when the specified communication volume band is a communication volume band in which the communication volume is smaller than the high communication volume band, the advertisement distribution server 1 transmits at least one of the still image advertisement and the video advertisement. good too. In this case, it is possible to distribute advertisements suitable for users for which the appeal of playable advertisements is low.

Further, the advertisement distribution server 1 may transmit a playable advertisement when the specified communication volume band is included in the maximum communication volume band among a plurality of communication volume bands. In this case, the playable advertisement can be distributed to users for which the appeal of the playable advertisement is high.

Further, the advertisement distribution server 1 transmits a still image advertisement when the identified communication volume band is a low communication volume band, and transmits a video advertisement when the identified communication volume band is a medium communication volume band. , the playable advertisement may be sent if the identified traffic band is a high traffic band. In this case, it is possible to distribute advertisements according to the mode of use of the mobile communication service by the user.

[2. Second Embodiment]
Next, a second embodiment will be described with reference to FIGS. 11 and 12. FIG. The second embodiment may be the same as the first embodiment, except as described below. In this embodiment, the advertisement distribution server 1 determines the user image of the user to whom the advertisement is to be distributed or the advertisement to be transmitted, based on the traffic of the current period and the traffic of the past period. Due to temporary changes in the user's situation or for other reasons, traffic during a particular period may be an outlier. By using traffic for multiple periods, the impact of such outliers on identifying user attributes can be reduced.

More specifically, the traffic volume information acquisition unit 113 may acquire traffic volume information indicating the traffic volume in each of a plurality of periods including the current period and the period before the current period. These periods may or may not be consecutive periods. Also, these periods may be the most recent consecutive periods including the current term, or they may not be. The number of periods is not particularly limited.

The communication volume band identification unit 114 includes the communication volume indicated by the communication volume information among the plurality of predetermined communication volume bands for each of the plurality of periods in which the communication volume information is acquired by the communication volume information acquisition unit 113. A traffic band may be specified. The processing of the traffic band identification unit 114 may be the same as in the case of the first embodiment, except that there are a plurality of traffic volumes to be determined.

Advertisement transmission unit 115 transmits an advertisement corresponding to one of the plurality of communication volume bands identified by communication volume band identification unit 114 . Here, the advertisement transmission unit 115 determines the advertisement to be transmitted based on the number of periods specified by the communication volume band specifying unit 114 as including the communication volume for each of the plurality of predetermined communication volume bands. good too. For example, the advertisement transmitting unit 115 counts how many periods of the communication volume are included in the communication volume band, out of a plurality of periods. The advertisement transmission unit 115 may transmit an advertisement corresponding to the traffic band with the largest number of counted periods.

FIG. 11 is a diagram showing an example of determination of advertisements to be transmitted. As shown in FIG. 11, it is assumed that the current month is June, and the traffic volume for each of January to June is obtained for a certain user. The traffic in January is 2 GB, the traffic in February is 41 GB, the traffic in March is 8 GB, the traffic in April is 25 GB, the traffic in May is 36 GB, The communication volume in June is 15 GB. Therefore, the number of months in which the communication volume is included in the low communication volume band is 1, the number of months in which the communication volume is included in the low communication volume band is 2, and the number of months in which the communication volume is included in the low communication volume band is 3. is. Therefore, this user is assumed to be a user who uses the mobile communication service within the range of the high communication volume band. Therefore, the advertisement transmission unit 115 transmits a playable advertisement corresponding to the high traffic band.

FIG. 12 is a flowchart showing an example of advertisement distribution processing by the system control unit 11 of the advertisement distribution server 1 according to this embodiment. In FIG. 12, the same steps as in FIG. 10 are denoted by the same reference numerals.

As shown in FIG. 12, the communication volume band identification unit 114 acquires communication volume information for the latest N months including the current month (step S301). N is a natural number greater than one. For example, the traffic information acquisition unit 113 transmits to the traffic calculation server 2 the MSISDN of the delivery destination user and the target period indicating each month of N months. The traffic calculation server 2 acquires traffic information associated with the combination of this MSISDN and the month indicated by each target period from the traffic DB 21 . The traffic calculation server 2 transmits the acquired pieces of traffic information to the advertisement distribution server 1 .

Next, the communication volume band identification unit 114 counts the number of communication volumes included in each communication volume band among the plurality of communication volumes indicated by the plurality of communication volume information acquired by the advertisement distribution server 1 as the number of months. (step S302). Next, the traffic band identification unit 114 determines whether or not the number of months counted for the low traffic band is the largest (step S303). If the number of months of the low communication volume band is the largest (step S303: YES), the communication volume band specifying unit 114 determines the user communication volume band attribute to be "low communication volume band" (step S304).

On the other hand, if the number of months in the low communication volume band is not the largest (step S303: NO), the communication volume band identification unit 114 determines whether the number of months counted in the medium communication volume band is the largest ( step S305). If the number of months in the middle traffic band is the largest (step S305: YES), the traffic band identification unit 114 determines the user traffic band attribute as "medium traffic band" (step S306).

On the other hand, if the number of months in the middle traffic band is not the largest (step S305: NO), the traffic band identifying unit 114 determines whether the number of months counted in the high traffic band is the largest ( step S307). If the number of months in the high traffic band is the largest (step S307: YES), the traffic band specifying unit 114 determines the user traffic band attribute to be "high traffic band" (step S308).

On the other hand, if the number of months in the high traffic band is not the largest (step S307: NO), that is, if there are a plurality of traffic bands with the same number of months counted as the largest number of months, the communication traffic band The specifying unit 114 determines the user traffic band attribute as an attribute corresponding to the traffic band that satisfies a predetermined condition from among those traffic bands (step S309). For example, the communication volume band identification unit 114 may determine a user communication volume band attribute corresponding to a communication volume band including the communication volume of a newer month among the communication volume bands in which the same number of months is counted. . For example, if the traffic from January to March is included in the medium traffic band, and the traffic from April to June is included in the high traffic band, then it is included in the high traffic band. More traffic appears in newer months. In this case, the communication volume band identification unit 114 may determine the user communication volume band attribute to be “high communication volume band”.

After steps S304, S306, S308, or S309, the advertisement transmission unit 115 executes steps S207 to S209 as in the first embodiment.

As described above, according to the present embodiment, advertisements to be distributed can be determined in consideration of the latest usage status of the mobile communication service by the user and the confirmed usage status. In addition, advertisements to be distributed can be determined based on which of the plurality of communication volume bands the user uses the mobile communication service for the longest period of time.

[3. Third Embodiment]
Next, a third embodiment will be described. Except as described below, the third embodiment may be the same as the first or second embodiment. In this embodiment, the advertisement distribution server 1 determines the user image of the user to whom the advertisement is to be distributed or the advertisement to be transmitted based on the communication amount in the past period without using the communication amount in the current term. The amount of traffic in the past period is the amount of traffic that has already been determined. Therefore, the same user image can be specified for the same user regardless of whether today is early or late in the current term.

More specifically, the communication volume information acquisition unit 113 acquires the communication volume information indicating the communication volume in the period before the current term. For example, the period in which the traffic is acquired may be the traffic in the period immediately preceding the current period, or may not be so. Here, the communication amount information acquisition unit 113 may acquire the communication amount information indicating the communication amount in each of a plurality of periods before the current term. These periods may or may not be consecutive periods. Also, these periods may or may not be consecutive periods from the period immediately preceding the current term. The number of periods is not particularly limited.

When the communication amount information acquiring unit 113 acquires the communication amount information indicating only the communication amount in one period, the advertisement transmitting unit 115 may transmit the advertisement by the same processing as the processing shown in FIG. . When the traffic information acquisition unit 113 acquires the traffic information indicating the traffic in each of a plurality of periods, the advertisement may be transmitted by the same process as the process shown in FIG. 12 .

As described above, according to the present embodiment, it is possible to distribute an advertisement according to the user's fixed usage status of the mobile communication service.

[4. Fourth Embodiment]
Next, a fourth embodiment will be described. Except as described below, the fourth embodiment may be identical to at least any one of the first through third embodiments. In the present embodiment, the advertisement distribution server 1 performs processing using the creative type instead of the communication bandwidth targeting condition when submitting and distributing the creative of the advertisement.

In the present embodiment, the advertisement distribution server 1 may publish, for example, targeted advertisements of businesses that sell products or services through the R service within the website of the R service. For example, if the R service is an online shopping mall, an advertisement whose advertiser is one of the stores that open in the online shopping mall is published in the online shopping mall.

FIG. 13 is a diagram showing an example of contents stored in the campaign DB 14a. As shown in FIG. 13, the campaign DB 14a contains, as campaign information, campaign ID, advertiser ID, campaign name, campaign period, budget amount, advertisement unit price, package type, general targeting conditions, creative, link destination URL, etc. stored in association with each other. The campaign DB 14a shown in FIG. 13 differs from the campaign DB 14a shown in FIG. 5 in that the campaign information includes the package type and does not include the traffic band targeting condition.

A package indicates a package of an advertisement to be distributed and a place (web page) where the advertisement is posted within the website of the R service. The package type indicates the type of advertisement and the type of web page on which the advertisement is posted. There may be overlap in the types of web pages on which advertisements are placed among some packages. Also, the unit price of the advertisement may differ depending on the package type. Package types may include, for example, a premium top package, a maximized reach package, an engagement focused package, a conversion focused package, a video distribution package, and a game distribution package. Advertisements delivered in the Premium Top Package, Maximize Reach Package, Engagement Focused Package, and Conversion Focused Package are still image ads. The types of web pages on which the advertisements are placed are different among the premium top package, the reach maximization package, the engagement-focused package, and the conversion-focused package. Advertisements distributed in the video distribution package are video advertisements. A package delivered in a game delivery package is a playable advertisement. There is no particular limitation on the type of web page on which the advertisement for the video distribution package is posted and the type of web page on which the advertisement for the game distribution package is posted.

The package type may be selectable on the new campaign creation screen. For example, if an advertiser wants to place a still image ad, the advertiser chooses from premium top packages, maximized reach packages, focused engagement packages, and focused conversion packages. Advertisers choose a video delivery package when they want to deliver video ads. Advertisers choose game distribution packages when they want to distribute playable ads. After the campaign is created, the advertiser submits the type of creative corresponding to the selected package type on the creative submission screen. For example, if the package type is Premium Top Package, Maximize Reach Package, Engagement Focused Package, or Conversion Focused Package, the advertiser selects a still image. If the package type is a video distribution package, the advertiser selects video. If the package type is a game distribution package, the advertiser selects a playable application. When the advertiser terminal 4 transmits the data of the selected creative to the advertisement distribution server 1, the advertisement distribution server 1 stores the data in the campaign DB 14a as the data of the creative of the type corresponding to the package type.

At the time of advertisement distribution, the advertisement distribution server 1 determines the user traffic band attribute as shown in FIG. 10 or 12, for example. When the user communication bandwidth attribute is "low communication bandwidth", the advertisement distribution server 1 selects the premium top package, the reach maximization package, the engagement-focused package, and the conversion Select one of the package types from the priority packages. When the user communication bandwidth attribute is "medium communication bandwidth", the advertisement distribution server 1 selects the video distribution package. When the user communication bandwidth attribute is "large communication bandwidth", the advertisement distribution server 1 selects a game distribution package. Then, the advertisement distribution server 1 transmits the campaign creative for which the selected package type is set to the user portable terminal 5 as advertisement content.

1 advertisement delivery server 2 traffic calculation server 21 traffic DB
3 Service providing server 4 Advertiser terminal 5 User portable terminal 11 System control unit 12 System bus 13 Input/output interface 14 Storage unit 14a Campaign DB
14b User identification information DB
14c User attribute 111 Material information acquisition unit 112 Material information registration unit 113 Communication amount information acquisition unit 114 Communication amount band identification unit 115 Advertisement transmission unit NM Mobile communication network NI Internet S Advertisement system

Claims (6)

A plurality of advertisements distributed to users of a mobile communication service in which communication charges are determined step by step according to the amount of communication within each period, and each of the plurality of advertisements containing different types of materials. , acquisition means for acquiring material information indicating the material of the advertisement from a terminal device of the advertiser of the advertisement;
For each of the plurality of advertisements, the obtained material information is stored in a storage means in association with target condition information indicating a condition corresponding to the type of material of the advertisement, which is a condition of the target user of the advertisement. a control means for storing;
with
The target condition information stored in the storage means for each of the plurality of advertisements is a predetermined range that divides the communication volume range supported by the mobile communication service on the basis of at least one communication volume that changes the communication fee. indicating that the range of traffic corresponding to the material of the advertisement, among a plurality of ranges of traffic, is targeted to a user whose traffic is consumed within the predetermined period;
The plurality of advertisements includes an operation advertisement in which the material information includes a computer program that changes information presented from the advertisement in response to an operation by the user;
The communication volume range corresponding to the operation advertisement is a predetermined communication volume range larger than the communication volume range corresponding to at least one advertisement different from the operation advertisement among the plurality of advertisements. Information processing equipment. 2. The information processing apparatus according to claim 1, wherein the data size of said material information of said at least one advertisement is smaller than the data size of said material information of said operation advertisement. 3. The information processing apparatus according to claim 1, wherein the at least one advertisement includes at least one of a still image advertisement using a still image as a material and a moving image advertisement using a moving image as a material. the at least one advertisement includes the still image advertisement and the video advertisement;
4. The information processing apparatus according to claim 3, wherein the range of communication volume corresponding to said video advertisement is a range of communication volume larger than the range of communication volume corresponding to said still image advertisement. In a computer-implemented information processing method,
A plurality of advertisements distributed to users of a mobile communication service in which communication charges are determined step by step according to the amount of communication within each period, and each of the plurality of advertisements containing different types of materials. an acquisition step of acquiring material information indicating the material of the advertisement from the terminal device of the advertiser of the advertisement;
For each of the plurality of advertisements, the obtained material information is stored in a storage means in association with target condition information indicating a condition corresponding to the type of material of the advertisement, which is a condition of the target user of the advertisement. a control step to be stored;
including
The target condition information stored in the storage means for each of the plurality of advertisements is a predetermined range that divides the communication volume range supported by the mobile communication service on the basis of at least one communication volume that changes the communication fee. indicating that the range of traffic corresponding to the material of the advertisement, among a plurality of ranges of traffic, is targeted to a user whose traffic is consumed within the predetermined period;
The plurality of advertisements includes an operation advertisement in which the material information includes a computer program that changes information presented from the advertisement in response to an operation by the user;
The communication volume range corresponding to the operation advertisement is a predetermined communication volume range larger than the communication volume range corresponding to at least one advertisement different from the operation advertisement among the plurality of advertisements. Information processing methods. the computer,
A plurality of advertisements distributed to users of a mobile communication service in which communication charges are determined step by step according to the amount of communication within each period, and each of the plurality of advertisements containing different types of materials. , acquisition means for acquiring material information indicating the material of the advertisement from a terminal device of the advertiser of the advertisement;
For each of the plurality of advertisements, the obtained material information is stored in a storage means in association with target condition information indicating a condition corresponding to the type of material of the advertisement, which is a condition of the target user of the advertisement. a memorizing control means;
function as
The target condition information stored in the storage means for each of the plurality of advertisements is a predetermined range that divides the communication volume range supported by the mobile communication service on the basis of at least one communication volume that changes the communication fee. indicating that the range of traffic corresponding to the material of the advertisement, among a plurality of ranges of traffic, is targeted to a user whose traffic is consumed within the predetermined period;
The plurality of advertisements includes an operation advertisement in which the material information includes a computer program that changes information presented from the advertisement in response to an operation by the user;
The communication volume range corresponding to the operation advertisement is a predetermined communication volume range larger than the communication volume range corresponding to at least one advertisement different from the operation advertisement among the plurality of advertisements. Information processing program.

Images