JP7424805B2 - Information distribution system, information distribution device, and program - Google Patents

Description

The present invention relates to an information distribution system, an information distribution device, and a program.

Distribution of retargeting advertisements is known as a means of improving online sales promotion effects (for example, Patent Document 1).

In conventional retargeting systems, online advertisements for products that the user has viewed or purchased in the past are distributed to the user.

JP2019-109807A

Conventional systems display online advertisements for products that are likely to be of interest based on the user's behavior history, but no effort has been made to increase the effectiveness of sales promotions in the way products are presented in online advertisements. There wasn't.

The present invention has been made in view of the circumstances described above, and one of its objects is to customize the presentation of online advertisements based on user behavior patterns and realize more effective retargeting.

An information distribution system according to an embodiment of the present invention includes a product information acquisition unit that acquires information on products viewed by a user on an online site, and a product information acquisition unit that acquires information on products viewed by a user on an online site; an image viewing information acquisition unit that acquires information on images viewed by the user; content to be presented to the user based on information on the identified product and information on images viewed by the user; and a display content optimization unit that determines a display method.

An information distribution device according to an embodiment of the present invention includes a product information acquisition unit that acquires information about products viewed by a user on an online site, and a product information acquisition unit that acquires information about products viewed by a user on an online site; an image viewing information acquisition unit that acquires information on images viewed by the user; content to be presented to the user based on information on the identified product and information on images viewed by the user; and a display content optimization unit that determines a display method.

A program according to an embodiment of the present invention includes a product information acquisition unit that acquires information about products viewed by a user on an online site, and a product information acquisition unit that acquires information about products viewed by a user on an online site, and a program that includes a product information acquisition unit that acquires information about products viewed by a user on an online site; an image viewing information acquisition unit that acquires information on images viewed by the user; content to be presented to the user based on information on the specified product; and information on images viewed by the user; and the content. It functions as a display content optimization unit that determines the display method of the content.

According to the present invention, it is possible to customize the presentation of online advertisements based on the user's behavior pattern and realize more effective retargeting.

1 is a diagram showing the configuration of an information distribution system 1 according to an embodiment of the present invention. 1 is a flowchart of retargeting processing by the information distribution system 1 according to the embodiment of the present invention. FIG. 2 is a diagram illustrating a product information page displayed on a user terminal 20 by the information distribution system 1 according to the embodiment of the present invention. FIG. 2 is a diagram illustrating a product information page displayed on a user terminal 20 by the information distribution system 1 according to the embodiment of the present invention.

Embodiments of the present invention will be described in detail below with reference to the drawings. Note that the same elements are given the same reference numerals and redundant explanations will be omitted.

FIG. 1 is a diagram showing the configuration of an information distribution system 1 according to this embodiment. As shown in FIG. 1, the information distribution system 1 includes an information distribution server 10 that provides a product information site (here, a used car information site) online, and a user terminal 20. Information distribution server 10 and user terminal 20 are connected via communication network N. The communication network N may be, for example, the Internet, a LAN, a telephone line, an in-house network, a mobile communication network, Bluetooth (registered trademark), WiFi (Wireless Fidelity), other communication lines, or a combination thereof. Often, it doesn't matter if it's wired or wireless. Further, a plurality of user terminals 20 may be included.

In this embodiment, an example of retargeting based on a user's browsing history on an online used car information site will be described, but the present invention can be applied to retargeting on any EC site such as an online shop for various products. Retargeting refers to a user who has viewed product information or visited an online site in the past. This is to display advertisements for products.

The information distribution server 10 is a general-purpose computer, and may be composed of one computer or a plurality of computers distributed over the communication network N. The information distribution server 10 includes a control device 11 (product information acquisition section, image viewing information acquisition section, display content optimization section) and a storage device 12. The control device 11 includes, as hardware, a CPU, memory such as ROM or RAM, an input interface, an output interface, a communication interface, a bus connecting these, and the like. The control device 11 realizes various functions by a CPU executing programs stored in a ROM or the like. The storage device 12 is a hard disk drive or the like. The storage device 12 stores various programs executed by the control device 11 and various data.

The user terminal 20 is a terminal through which a user accesses the information distribution server 10 to view product information and purchase products. The user terminal 20 is a terminal capable of communicating with the information distribution server 10 via the communication network N, such as a smartphone, a tablet terminal, a notebook PC (personal computer), or a wearable device. The user terminal 20 includes a processor 21, an input device 22 such as various operation buttons and a touch panel, a display device 23 such as a liquid crystal display, a communication interface 24 for connecting to a communication network N, and a disk drive or semiconductor memory (ROM, RAM, etc.). It is equipped with storage resources 25 such as. The storage resource 25 stores various programs executed by the processor 21 and various data.

Next, the flow of retargeting processing by the information distribution system 1 will be explained using the flowchart of FIG. 2. Here, a case where retargeting to user X is performed will be described as an example.

When a user is acquired (step S102).

Next, the information distribution server 10 acquires information regarding the images that the user X viewed on the used car Y page, and identifies the most suitable image (content) (step S103). Specifically, among the images of products viewed by User do.

FIG. 3 is a diagram illustrating an example of an image of a product displayed on the used car Y page. When the user selects the exterior button B1 on the screen, a 360 degree image P1 of the exterior as shown in the figure is displayed. Further, when the user performs a flick or swipe operation on the 360-degree image P1 of the exterior, the exterior photo can be viewed from any direction.

Furthermore, when the viewer selects the interior button B2, a 360 degree image P2 of the interior as shown in FIG. You can view interior photos from

The information distribution server 10 acquires information about the shooting direction in which the user X has displayed the 360-degree exterior image P1 for the longest time. For example, if the shooting direction from the front of the car is 0 degrees and the shooting direction from directly behind the car is 180 degrees, the image taken by user If the display has been displayed for a long time, "45 degrees" is acquired as information on the photographing direction of the exterior image.

Furthermore, the information distribution server 10 acquires information about the shooting location that the user X has displayed for the longest time regarding the interior 360-degree image P2. For example, if the user X has displayed the image near the dashboard inside the car (front part) for the longest time as shown in FIG. 4, "front part" is acquired as information on the photographing location of the interior image.

The information distribution server 10 creates retargeting information based on the information on the viewed products and the information on the viewed images acquired in steps S102 and S103 (step S104). For example, an ID (e.g., cookie ID) that includes information on the type of product (used car Y), the shooting direction (45 degrees) of the exterior image to be displayed, and the shooting location (front part) of the interior image is issued, It may also be transmitted to the user terminal 20.

When user X accesses the predetermined used car information site again from the user terminal 20 at a later date (step S105: YES), the cookie ID issued in step S104 is transmitted to the information distribution server 10 (step S106). The information distribution server 10 specifies the retargeting content based on the cookie ID acquired from the user terminal 20. Specifically, the product for which the advertisement is to be displayed (used car Y), the photographing direction (45 degrees) of the exterior image to be displayed, and the photographing location (front portion) of the interior image are identified.

The information distribution server 10 distributes a retargeting advertisement to the user terminal 20 based on the specified retargeting content (step S107). Specifically, an exterior image of the target product from the specified shooting direction and an interior image of the specified shooting location are displayed.

Note that retargeting advertisements are not limited to being displayed when the user accesses the used car information site again. For example, even when accessing other EC sites or news sites, retargeting advertisements may be distributed based on the cookie ID obtained from the user terminal 20.

As described above, according to the present embodiment, when a user views product information on an online site, information on the image that the user viewed from among multiple images related to the product posted on the online site is used. The image displayed during retargeting has been optimized. This allows for more effective retargeting by customizing the presentation of online advertisements based on user behavior patterns.

In addition, if the product image posted on an online site is a 360-degree image, the direction and location of the image to be displayed during retargeting will be determined based on the information about the direction and location of the image displayed by the user. I tried to optimize it. This allows retargeting to be performed in accordance with the points that the user places particular emphasis on when choosing a product.

In addition, when selecting images, the user selects the image in the shooting direction and location that the user viewed for the longest time, so the user can appropriately select the photo in the direction and location that attracts the most attention when selecting a product. Can be done. Note that the criteria for optimizing the photographing direction and photographing location is not limited to the length of display time. For example, the determination may be made based on the number of times the same image has been displayed, or the determination may be made based on the first displayed image.

In addition, in the above embodiment, the cookie ID includes information that identifies the product and information that optimizes the displayed image, but it may also be managed by linking it to information such as the user's account. good.

In addition, in the above embodiment, the shooting direction and shooting location in the 360-degree image are optimized, but the present invention can also be applied to multiple photos taken of one product (for example, photos of various scales or with different backgrounds). It can be applied when selecting the most suitable one from among (photos, etc.).

Note that the present invention is not limited to the embodiments described above, and can be implemented in various other forms without departing from the gist of the present invention. Therefore, the above embodiments are merely illustrative in all respects, and should not be construed as limiting. For example, each of the above-mentioned processing steps can be arbitrarily changed in order or executed in parallel as long as there is no inconsistency in the processing contents.

1... Information distribution system 10... Information distribution server 11... Control device 12... Storage device 20... User terminal 21... Processor 22... Input device 23... Display device 24... Communication interface 25... Storage resource N... Communication network

Claims (5)

a product information acquisition unit that acquires information about products viewed by the user on the online site;
an image viewing information acquisition unit that acquires information about an image viewed by the user among a plurality of images related to the product posted on the online site;
Information distribution comprising: a display content optimization unit that determines content related to the product to be presented to the user based on information on the specified product and information on images related to the product viewed by the user. system. The image viewing information acquisition unit includes:
obtaining information about the photographing direction and/or photographing location of the image displayed when the user viewed the image of the product on the online site;
The display content optimization unit includes:
A request for determining the photographing direction and/or photographing location of an image related to the product to be presented to the user based on information on the specified product and information on the photographing direction and/or photographing location of the displayed image. The information distribution system described in Section 1. The display content optimization unit includes:
The information distribution system according to claim 1 or 2, wherein the information distribution system determines to display the image that the user has displayed for the longest time among the plurality of images related to the product. a product information acquisition unit that acquires information about products viewed by the user on the online site;
an image viewing information acquisition unit that acquires information about an image viewed by the user among a plurality of images related to the product posted on the online site;
Information distribution comprising: a display content optimization unit that determines content related to the product to be presented to the user based on information on the specified product and information on images related to the product viewed by the user. Device. computer,
a product information acquisition unit that acquires information about products viewed by the user on the online site;
an image viewing information acquisition unit that acquires information about an image viewed by the user among a plurality of images related to the product posted on the online site;
A program that functions as a display content optimization unit that determines content related to the product to be presented to the user based on information on the specified product and information on images related to the product viewed by the user.