JPWO2017163371A1 - Information processing system, information processing method, and information processing program - Google Patents

Abstract

In the content display system S, when a page is displayed on the display screen of the client terminal 2, at least one main content displayed in the display screen among a plurality of main contents arranged on the page is the target content. And determining the estimated browsing time of the target content based on the operation information indicating the operation of the viewer of the page and changing the page displayed in the display screen. When the existing advertisement display area overlaps with the target content displayed in the display screen, the display mode of the advertisement content displayed in the advertisement display area is controlled based on the determined estimated browsing time.

Description

  The present invention relates to a technical field such as a system capable of setting an advertisement frame on a page provided by a website or an application.

  2. Description of the Related Art Conventionally, an advertisement providing system capable of providing an advertisement by setting an advertisement frame in a display screen when displaying content (product information, blog, article, etc.) included in a page provided by a website or application is known. It has been. For example, in Patent Document 1, the display area of the client terminal is divided in advance into a main display area that displays articles that are main contents and a sub display area that displays advertisements that are sub contents, and advertisements are displayed in the divided sub display areas. The technology that provides is described. Patent Document 2 describes a technique for setting a signboard area for displaying an advertisement superimposed on a display area for displaying map information that is main content, and displaying the advertisement in the set signboard area. Patent Document 3 describes a technique for displaying content distributed to a user on a display unit of a user terminal and hiding the content when the user does not match the content distribution conditions.

JP 2002-150010 A JP 2015-099017 JP 2006-065650

  However, there is a problem that the visibility of the main content is lowered when an advertising space is always arranged on a part of the display screen. In the technique of Patent Literature 1, since the display area of the main content on the display screen is limited by always displaying the sub-content on a part of the display screen, there is a problem that the viewer is prevented from browsing the main content. is there. In the technique of Patent Document 2, since the sub-content is always displayed on a part of the display screen, an important part in the main content may be hidden in the sub-content, which hinders the viewer from browsing the main content. There's a problem. In the technique of Patent Literature 3, since it is controlled whether or not the displayed content is displayed based on a comparison with the distribution condition of the content, there is a high probability that the main content cannot be appropriately handled by the viewer.

  The present invention has been made in view of the above points and the like, and an information processing system capable of efficiently presenting advertisements to a viewer while ensuring the legibility of the main content by the viewer, It is an object to provide an information processing method and an information processing program.

  In order to solve the above problem, the invention according to claim 1 is a page provided so that an advertisement display area for displaying advertisement content is always arranged in a display screen, and is arranged on the page. Specifying means for identifying at least one main content displayed in the display screen as the target content among a plurality of main contents to be displayed, and a page displayed on the display screen by an operation of a viewer of the page Acquisition means for acquiring operation information indicating the operation to change the content, determination means for determining an estimated browsing time of the target content based on the operation information acquired by the acquisition means, the advertisement display area, and the An advertisement container displayed in the advertisement display area based on the estimated browsing time determined by the determining means when the target content overlaps. Display control means for controlling the display mode of the tool, characterized in that it comprises a.

  According to this invention, it is possible to present an efficient advertisement to the viewer while ensuring the viewability of the target content by the viewer.

  According to a second aspect of the present invention, in the information processing system according to the first aspect, the display control unit is configured to display the advertisement content in a time range set based on the estimated browsing time determined by the determination unit. The display mode of the advertising content is controlled so that the visibility is increased or decreased.

  According to the present invention, it is possible to efficiently present advertisements to the viewer by increasing or decreasing the visibility of the advertisement content while ensuring the viewability of the target content by the viewer.

  According to a third aspect of the present invention, in the information processing system according to the first or second aspect, the display control unit is configured to display the advertisement in a time range set based on the estimated browsing time determined by the determination unit. It is characterized in that the advertising content is displayed with the changed transmittance and the changed transmittance.

  According to the present invention, it is possible to present an advertisement efficiently by control with a small processing load, such as changing the transmittance of the advertisement content.

  According to a fourth aspect of the present invention, in the information processing system according to the third aspect, the display control unit is configured to follow the passage of time in a time range set based on the estimated browsing time determined by the determination unit. It is characterized by changing the transparency of advertisement content in stages.

  According to this invention, when a browser is browsing the target content, it is possible to present more effective advertisement without interfering with the browsing as much as possible.

  According to a fifth aspect of the present invention, in the information processing system according to the third aspect, the display control means causes the transmittance to increase as the colors of the portions where the advertising content and the target content overlap are closer in color space. It is characterized by changing so that it may become high.

  According to this invention, when a browser is browsing the target content, it is possible to present more effective advertisement without interfering with the browsing as much as possible.

  According to a sixth aspect of the present invention, in the information processing system according to the first or second aspect, the display control unit is configured to display the advertisement in a time range set based on the estimated browsing time determined by the determination unit. The size of the display area is changed, and the advertisement content is displayed in the advertisement display area having the changed size.

  According to the present invention, it is possible to present an advertisement efficiently by control with a small processing load such as changing the size of the advertisement display area.

  According to a seventh aspect of the present invention, in the information processing system according to the sixth aspect of the invention, the display control means is configured to follow the passage of time in a time range set based on the estimated browsing time determined by the determination means. The size of the advertisement display area is enlarged stepwise in the writing direction of the character string indicated by the target content.

  According to this invention, when a browser is browsing the target content, it is possible to present more effective advertisement without interfering with the browsing as much as possible.

  According to an eighth aspect of the present invention, in the information processing system according to the first or second aspect, the display control unit has the advertisement in a time range set based on the estimated browsing time determined by the determination unit. A layer of the display area is changed, and the advertisement content is displayed in the advertisement display area of the changed layer.

  According to the present invention, it is possible to present an advertisement efficiently by control with a small processing load such as changing the layer of the advertisement display area.

  According to a ninth aspect of the present invention, in the information processing system according to any one of the first to eighth aspects, the determining unit identifies and identifies a time interval at which the operation is performed from the operation information. The estimated browsing time is determined based on a time interval.

  According to this invention, it is possible to quickly determine the estimated browsing time of the target content.

  According to a tenth aspect of the present invention, in the information processing system according to any one of the first to ninth aspects, the determining unit specifies a shift amount of the page, and the estimation is performed as the specified shift amount is smaller. It is characterized in that the viewing time is determined to be long.

  According to this invention, the accuracy of the estimated browsing time of the target content can be improved.

  According to an eleventh aspect of the present invention, in the information processing system according to any one of the first to tenth aspects, the determining unit specifies an information amount of the target content, and the larger the specified information amount, The estimated browsing time is determined to be long.

  According to this invention, the accuracy of the estimated browsing time of the target content can be improved.

  According to a twelfth aspect of the present invention, in the information processing system according to any one of the first to tenth aspects, the determining unit identifies the type of the target content and sets a time length according to the identified type. The estimated browsing time is determined.

  According to this invention, the accuracy of the estimated browsing time of the target content can be improved.

  The invention according to claim 13 is the information processing system according to any one of claims 1 to 12, further comprising partial area setting means for dividing the advertisement display area and setting a plurality of partial areas. The display control means controls a display mode of advertisement content displayed in the partial area for each partial area based on the estimated browsing time determined by the determining means.

  According to this invention, when a browser is browsing the target content, it is possible to present more effective advertisement without interfering with the browsing as much as possible.

  According to a fourteenth aspect of the present invention, in the information processing system according to the thirteenth aspect, the partial area setting means sets the partial area as the estimated browsing time determined by the determining means increases. Features.

  According to this invention, when a browser is browsing the target content, it is possible to present more effective advertisement without interfering with the browsing as much as possible.

  The invention according to claim 15 is an information processing method executed by a computer, and is a page provided so that an advertisement display area for displaying advertisement content is always arranged in a display screen, Among the plurality of main contents arranged on the page, a specifying step for specifying at least one main content displayed in the display screen as target content, and an operation of a viewer of the page in the display screen An acquisition step of acquiring operation information indicating the operation to change the displayed page; a determination step of determining an estimated browsing time of the target content based on the operation information acquired by the acquisition step; and the advertisement When the display area and the target content overlap, based on the estimated browsing time determined by the determination step. There are, characterized in that it comprises a display control step for controlling the display mode of the advertisement content displayed in the advertisement display area.

  The invention described in claim 16 is a page provided such that an advertisement display area for displaying advertisement content is always arranged in the display screen, and a plurality of main pages arranged on the page are arranged. Among the contents, a specifying means for specifying at least one main content displayed on the display screen as the target content, and an operation performed by a viewer of the page and changing the page displayed on the display screen The acquisition means for acquiring the operation information indicating, the determination means for determining the estimated browsing time of the target content based on the operation information acquired by the acquisition means, the advertisement display area and the target content overlap A table of advertisement contents displayed in the advertisement display area based on the estimated browsing time determined by the determination means. Characterized in that to function as a display control means for controlling aspects.

  ADVANTAGE OF THE INVENTION According to this invention, an efficient advertisement can be shown with respect to a viewer, ensuring the browsing property of the object content by a viewer.

It is a figure showing an example of outline composition of content display system S concerning this embodiment. (A) is a block diagram showing a schematic configuration example of the content providing server 1 according to the present embodiment, and (B) is a block diagram showing a schematic configuration example of the client terminal 2 according to the present embodiment (C ) Is a diagram illustrating an example of functional blocks in the system control unit 14 or the system control unit 26. It is a figure which shows the example of a display screen when control of the display mode of advertisement content is performed. It is a figure which shows the example of a display screen when control of the display mode of advertisement content is performed. It is a figure which shows the example of a display screen when control of the display mode of advertisement content is performed. It is a figure which shows the example of a display screen when control of the display mode of advertisement content is performed. It is a figure which shows the example of a display screen when control of the display mode of advertisement content is performed. 4 is a flowchart illustrating an example of content display processing executed by a system control unit 26 of a client terminal 2.

  Hereinafter, embodiments of the present invention will be described with reference to the drawings. The embodiment described below is an embodiment when the present invention is applied to a content display system.

[1. Content display system configuration and function overview]
First, the configuration and outline function of the content display system S according to the present embodiment will be described with reference to FIG. FIG. 1 is a diagram illustrating a schematic configuration example of a content display system S according to the present embodiment. As shown in FIG. 1, the content display system S includes a content providing server 1, a client terminal 2, an advertisement providing server 3, and the like. The content display system S is an example of an information processing system of the present invention. The content providing server 1, the client terminal 2, and the advertisement providing server 3 are connected to the network NW. The network NW is constructed by, for example, the Internet, a dedicated communication line (for example, CATV (Community Antenna Television) line), a mobile communication network (including a base station), a gateway, and the like. The advertisement providing server 3 may be incorporated in the content providing server 1.

  The content providing server 1 is a server that provides a website such as a blog site or an SNS (Social Networking Service) site. In this embodiment, a case where a page (Web page) provided and displayed from the content providing server 1 (Web site) to the client terminal 2 is described as an example, but an application installed in the client terminal 2 is described. The page displayed by may be applied. Further, the page provided from the Web site is configured by a structured document such as an HTML (Hyper Text Markup Language) document or an XHTML document, image data, and the like. A Web site is assigned to each of a plurality of users, and a unique URL (Uniform Resource Locator) is assigned. A user to whom a website is assigned becomes an administrator who manages pages provided from the website (hereinafter referred to as “page manager”). The manager of this page corresponds to, for example, an opener (for example, a blogger) who opened a Web site by performing a predetermined procedure through the client terminal 2. In addition to the website creator, a user of a blog service provided by, for example, a blog site operator also corresponds to a page manager. The client terminal 2 displays the page provided from the website on a display screen (for example, a browser window) displayed on the display by designating the URL of the website by the browser.

  In such a page, a plurality of areas such as a main display area for displaying main content (main content) and an advertisement display area for displaying advertisement content (sub-content) are arranged. Each of the main display area and the advertisement display area is assigned a unique area ID (identification information for identifying the area). Each of the main content and the advertisement content is composed of at least one of image data and text data, and is displayed as an object having a planar size that fits in each display area (that is, the main display area and the advertisement display area). Is done. The image data may be data constituting a still image or data constituting a moving image. The main content includes, for example, articles and news posted by page managers, information such as product introductions and sightseeing spot introductions, etc., but is not particularly limited. The article includes, for example, information on the name, model, price, attribute, feature, and product identification information (for example, product ID and product code) introduced by the page administrator, Reviews (eg, comments, opinions, reviews, ratings, etc.) are included. The main content is stored in, for example, the content providing server 1. In addition, a link (hyperlink) to a website that provides detailed information about the main content may be set in the main content displayed in the main display area. The advertising content includes, for example, information on products and services that are targeted for the advertiser to advertise to page managers or viewers (for example, in the case of products, product name, model, price, attributes, characteristics, and product identification) Any of the information). The advertisement content is stored in the advertisement providing server 3. In addition, for example, a link (hyperlink) to a Web site that provides detailed information about a transaction target or a Web site that performs a transaction target order procedure may be set in the advertisement content displayed in the advertisement display area.

  Further, the page size (area of the entire area of the page) is larger (wider) than the size of the display screen of the client terminal 2. For this reason, a part of the entire area of the page is displayed in the display screen, and the display screen is displayed according to the operation of the page viewer (for example, scroll operation, page down operation, or page up operation). The area displayed inside changes. However, the advertisement display area is provided on the page so as to be always arranged in the display screen. For example, the advertisement display area is arranged in an upper layer (that is, a display layer on the upper side (viewer side)) than an area other than the advertisement display area (including the main display area), and an area other than the advertisement display area Even if the screen is changed (for example, scrolled) by the operation of the viewer, the advertisement display area is fixedly displayed at a specific position in the display screen without moving out of the display screen, or moved and displayed in the display screen. Further, a program (script) that acquires an advertisement content from the advertisement providing server 3 and embeds it in the advertisement display area by making an advertisement request (including the advertisement display area ID) to the advertisement providing server 3 in the advertisement display area ) Is set. This program is composed of, for example, a predetermined script language (for example, JavaScript (registered trademark)), and is described in a structured document constituting a page.

  The advertisement providing server 3 includes an advertisement database that stores advertisement content, advertiser information, an area ID of an advertisement display area in which the advertisement content is displayed, a usage fee of the advertisement display area, and the like in association with each advertisement content. When receiving the advertisement request from the client terminal 2, the advertisement providing server 3 acquires the advertisement content associated with the area ID included in the advertisement request from the advertisement database and transmits it to the client terminal 2. A plurality of different advertisement contents may be associated with the area ID of one advertisement display area. In this case, in the advertisement display area, a plurality of advertisement contents are switched and displayed every predetermined time, or the advertisement display area is divided into a plurality of partial areas, and each advertisement is displayed in each divided partial area. Content will be displayed. By the way, the advertisement content is displayed in the advertisement display area when the advertiser who provides the advertisement content pays the usage fee of the advertisement display area to the site operator, for example. The usage fee for the advertisement display area may be, for example, a fixed usage fee determined in advance by the site operator, or a variable usage fee determined based on actual results such as the display time of advertisement content and the number of clicks. Also good. Moreover, the usage fee for the advertisement display area may be determined based on a change in the display mode of the advertisement content, as will be described later.

  FIG. 2A is a block diagram illustrating a schematic configuration example of the content providing server 1 according to the present embodiment. As shown in FIG. 2A, the content providing server 1 includes a communication unit 11, a storage unit 12, an input / output interface unit 13, a system control unit 14, and the like. The system control unit 14 and the input / output interface unit 13 are connected via a system bus 15. The communication unit 11 is connected to the network NW and controls the communication state. The storage unit 12 includes, for example, a hard disk drive and stores various programs such as an operating system (O / S) and a server program. The storage unit 12 is provided with a storage area for each administrator corresponding to the website assigned to the page administrator (a storage area distinguished for each page administrator). In each storage area, the administrator's user ID, Web site URL, structured document data constituting the administrator's page, and information on the main display area arranged on the page are stored. Here, the information of the main display area includes the area ID of the main display area, main content displayed in the main display area, and the like. When a plurality of main display areas are arranged on a page, information on the main display area is stored for each main display area. Note that data such as a structured document constituting a page, information on a main display area arranged on the page, and the like are transmitted to the client terminal 2 in response to a page request from the client terminal 2. . The system control unit 14 includes a CPU (Central Processing Unit) 14a (processor), a ROM (Read Only Memory) 14b, a RAM (Random Access Memory) 14c, and the like, and executes processing to be described later.

  FIG. 2B is a block diagram illustrating a schematic configuration example of the client terminal 2 according to the present embodiment. As shown in FIG. 2B, the client terminal 2 includes an operation unit 21, a display unit 22, a communication unit 23, a storage unit 24, an input / output interface unit 25, a system control unit 26, and the like. The system control unit 26 and the input / output interface unit 25 are connected via a system bus 27. The operation unit 21 includes, for example, a keyboard and a mouse. The display unit 22 has a display screen for displaying the above-described page. A touch panel that serves as both the operation unit 21 and the display unit 22 may be applied. The communication unit 23 is connected to the network NW and controls the communication state. The storage unit 24 includes, for example, a hard disk drive and stores various programs such as an operating system (O / S), an application, and a browser. The system control unit 26 includes a CPU 26a (processor), a ROM 26b, a RAM 26c, and the like, and executes processing to be described later. The client terminal 2 includes, for example, a personal computer (PC), a mobile phone, a personal digital assistant (PDA), a mobile terminal (Smartphone) in which a mobile phone and a mobile information terminal are integrated, or a mobile game machine. Such terminal devices can be applied.

  In the above configuration, the system control unit 14 or the system control unit 26 as a computer executes a content display process to be described later according to the information processing program of the present invention. The information processing program is downloaded from a predetermined server or the like via the network NW and stored in the storage unit 12 or the storage unit 24. Alternatively, the information processing program is recorded on a recording medium such as a CD (Compact Disc) or a DVD (Digital Versatile Disc) (recorded so as to be readable by a computer), and is read from the recording medium and stored in the storage unit 12 or the storage unit. 24 may be stored.

  FIG. 2C is a diagram illustrating an example of functional blocks in the system control unit 14 or the system control unit 26. In the content display process, the system control unit 14 (processor in the system control unit 14) or the system control unit 26 (processor in the system control unit 26), as shown in FIG. , The operation information acquisition unit 102, the estimated browsing time determination unit 103, the display control unit 104, the partial region setting unit 105, and the like. The target content specifying unit 101 is an example of specifying means in the present invention. The operation information acquisition unit 102 is an example of an acquisition unit in the present invention. The estimated browsing time determination unit 103 is an example of a determination unit in the present invention. The display control unit 104 is an example of display control means in the present invention. The partial area setting unit 105 is an example of a partial area setting unit in the present invention.

  When the page is displayed on the display screen of the client terminal 2, the target content specifying unit 101 targets at least one main content displayed in the display screen among a plurality of main contents arranged on the page. Identify as content. When there are a plurality of main contents to be displayed on the display screen, each main content may be specified as the target content, and any one of the plurality of main contents may be a predetermined number (or one) of main contents. It may be specified as target content.

  The operation information acquisition unit 102 acquires operation information indicating an operation (for example, a scroll operation, a page down operation, or a page up operation) that is an operation of a page viewer and changes the page displayed on the display screen. To do.

  The estimated browsing time determination unit 103 determines the estimated browsing time of the target content based on the operation information acquired by the operation information acquisition unit 102. Thereby, the estimated browsing time of target content can be determined quickly. Here, the estimated browsing time is a time length estimated as a viewer browsing the target content. For example, the estimated browsing time is a time when page transition (for example, scrolling) is stopped. For example, the estimated browsing time determination unit 103 sets a time interval (for example, an interval at which a button is pressed) at which an operation for changing a page (for example, a button press) is performed from the operation information acquired by the operation information acquisition unit 102. Identify and determine an estimated viewing time based on the identified time interval. For example, a specified time interval (for example, 3 seconds) may be determined as the estimated browsing time, or a time obtained by adding (or subtracting) a predetermined time (for example, 0.5 seconds) to the specified time interval is estimated. The viewing time may be determined. However, if the viewer operates in small increments and browses a specific range of the target content, if the estimated browsing time is determined only by the time interval, the estimated browsing time originally intended may be too short. . For this reason, the estimated browsing time determination unit 103 may specify a page shift amount (for example, the displaced distance or the number of pixels), and may determine the estimated browsing time longer as the specified shift amount is smaller. For example, the estimated browsing time determination unit 103 sets a predetermined time according to the specified amount of change (for example, 3 seconds when the amount of displacement is 1 cm and 0 when the amount of change is 3 cm) at the specified time interval. .5 seconds) is determined as the estimated browsing time (in other words, the estimated browsing time is corrected). Thereby, the precision of the estimated browsing time of object content can be raised.

  The estimated browsing time determination unit 103 may specify the information amount of the target content, and may determine the estimated browsing time longer as the specified information amount increases. For example, the estimated browsing time determination unit 103 sets, for the specified time interval, a predetermined time corresponding to the specified information amount (for example, when the information amount (for example, the number of characters) is 500 characters, the information amount is 5 seconds). A time obtained by adding 2 seconds in the case of 200 characters) is determined as an estimated browsing time (in other words, the estimated browsing time is corrected). Thereby, the precision of the estimated browsing time of object content can be raised. In addition, the estimated browsing time determination unit 103 may specify the type of the target content, and may determine the estimated browsing time having a time length according to the specified type. For example, the estimated browsing time determination unit 103 sets a predetermined time according to the specified type (for example, 5 seconds when the type is a character, 1 second when the type is an image, Is determined as an estimated browsing time (in other words, the estimated browsing time is corrected). Thereby, the precision of the estimated browsing time of object content can be raised.

  When the display control unit 104 overlaps the advertisement display area existing in the display screen of the client terminal 2 and the target content displayed in the display screen (that is, the target content displayed in the main display area), Based on the estimated browsing time determined by the estimated browsing time determination unit 103, the display mode of the advertisement content displayed in the advertisement display area is controlled. For example, the display control unit 104 controls the display mode of the advertisement content so that the visibility of the advertisement content increases or decreases in the time range set based on the estimated browsing time. Thereby, an advertisement can be efficiently presented to the viewer by increasing or decreasing the visibility of the advertisement content while ensuring the viewability of the target content by the viewer. Note that the estimated browsing time may be set as the time range, or a time obtained by adding or subtracting a predetermined time from the estimated browsing time may be set as the time range.

  Here, in the case where the advertisement display area is arranged in a higher layer than the main display area where the target content is displayed, a specific example of the control of the display mode of the advertisement content will be described with reference to FIGS. To do. 3-7 is a figure which shows the example of a display screen when control of the display mode of advertisement content is performed. 3 and 5, the main contents C1 to C3 are specified as the target contents C1 to C3. In the examples of FIGS. 4, 6, and 7, the main content C1 is specified as the target contents C1. Has been.

  For example, the display control unit 104 changes the transmittance of the advertising content in the time range set based on the estimated browsing time, and displays the advertising content AD with the changed transmittance. Thereby, an efficient advertisement can be presented by control with a small processing load such as changing the transmittance of the advertisement content. The transmittance indicates the degree of transmission. The transmittance is 100% and completely transparent, and the transmittance is 50% and translucent. For example, when the transparency of the advertising content AD is set to 0% by default, the display control unit 104 sets the transparency of the advertising content AD at the start time of the set time range (see FIG. 3A). After the changed transmittance is increased (for example, the default transmittance 0% is increased to the changed transmittance 80%) (that is, the visibility of the advertising content AD is decreased), the end point of the time range (see FIG. 3 (B)), the changed transmittance is returned to the original transmittance (that is, the default transmittance). As a result, for example, the advertisement content AD can appear or the viewer can clearly grasp when the viewer has just browsed the target content C1. At this time, the display control unit 104 may change the transmittance of the advertisement content AD stepwise in accordance with the passage of time in the time range set based on the estimated browsing time. For example, the display control unit 104 increases the transmittance of the advertisement content AD to the changed transmittance at the start time of the set time range, and then, as shown in FIGS. As the time elapses from the start of the range, the transmittance of the advertising content AD is decreased stepwise, and the original transmittance is restored at the end of the time range. As a result, when the viewer is browsing the target content, more effective advertisement can be presented without hindering the browsing as much as possible.

  The changed transmittance may be determined by the brightness or saturation of the target content C1. For example, the display control unit 104 changes (that is, the changed transmittance is determined to be higher) so that the changed transmittance is higher as the brightness of the target content C1 is lower (darker). In addition, the display control unit 104 may change the change content so that the change transmittance is higher as the saturation of the target content C1 is lower (thin). This is because the lower the brightness or saturation of the target content C1, the lower the visibility of the target content C1 when the advertising content AD overlaps (becomes difficult to see). This is to make AD more transparent. Alternatively, the changed transmittance may be determined by the brightness or saturation of the advertisement content AD. For example, the display control unit 104 changes (that is, the changed transmittance is determined to be higher) so that the changed transmittance is higher as the brightness of the advertising content AD is higher (brighter). Further, the display control unit 104 may change the change transmittance so as to increase as the saturation of the advertisement content AD is higher (darker). This is because the higher the brightness or saturation of the advertising content AD, the lower the visibility of the target content C1 when the target content C1 overlaps (becomes difficult to see). This is to make AD more transparent. Alternatively, the changed transmittance may be determined by the closeness of the colors of the portions where the advertising content AD and the target content C1 overlap. For example, the display control unit 104 (for example, overlaps as the color of the portion where the advertising content AD and the target content C1 overlap is closer in the color space (for example, RGB color space or L * a * b * color space). You may change so that the change transmittance | permeability may become high, so that the color difference specified from the Euclidean distance of the mutual color coordinate of a part is small. This is because, as the color is closer, the visibility of the target content C1 becomes lower (becomes difficult to see) when the target content C1 overlaps, so that the advertising content AD becomes more transparent by increasing the change transmittance. Because. As a result, when the viewer is browsing the target content C1, more effective advertisement can be presented without hindering the browsing as much as possible. Alternatively, the changed transmittance may be determined by the edge amount of the target content C1. For example, the display control unit 104 may change the change transmittance so as to increase as the edge amount of the target content C1 increases. Here, the edge amount is specified by edge detection of characters or images displayed as the target content C1. This is because, as the amount of edges increases, the visibility of the target content C1 decreases (becomes difficult to see) when the target content C1 overlaps, so that the advertising content AD becomes more transparent by increasing the change transmittance. It is to do.

  Alternatively, the display control unit 104 may change the size (display size) of the advertisement display area in the time range set based on the estimated browsing time and display the advertisement content AD in the changed size of the advertisement display area. Good. Thereby, an efficient advertisement can be presented by control with a small processing load such as changing the size of the advertisement display area. For example, the display control unit 104 reduces the size of the advertisement display area at the start time of the set time range (see FIG. 5A) (at this time, the advertisement is matched to the reduced size advertisement display area. After the size of the content AD is also reduced), the original size is restored by enlarging the size at the end of the time range (see FIG. 5B). At this time, the display control unit 104 may increase the size of the advertisement display area step by step in the time range set based on the estimated browsing time. For example, the display control unit 104 reduces the size of the advertisement display area of the advertisement content AD at the start of the set time range (at this time, the size of the advertisement content AD according to the reduced size advertisement display area). The size is increased stepwise as time elapses from the start of the time range, and is restored to the original size at the end of the time range. Further, as shown in FIGS. 6A to 6E, the display control unit 104 indicates the size of the advertisement display area according to the passage of time in the time range set based on the estimated browsing time, as the target content C1. It is good to expand stepwise in the writing direction of the character string (that is, the direction in which characters are written). As a result, when the viewer is browsing the target content, more effective advertisement can be presented without hindering the browsing as much as possible.

  Alternatively, the display control unit 104 may change the layer of the advertisement display area in the time range set based on the estimated browsing time, and display the advertisement content AD in the advertisement display area of the changed layer. Thereby, an efficient advertisement can be presented by control with a small processing load, such as changing the layer of the advertisement display area. For example, the display control unit 104 changes the layer of the advertisement display area to a lower layer than the layer of the main display area where the target content C1 is displayed at the start of the set time range (at this time, the advertisement content AD Is also changed to a lower layer), the layer of the advertisement display area is returned to the original layer at the end of the time range. The display control unit 104 changes the layer of the main display area where the target content C1 is displayed at the start time of the set time range to a higher layer than the layer of the advertisement display area, and the end time of the time range. The main display area layer may be returned to the original layer.

  The partial area setting unit 105 divides the advertisement display area and sets a plurality of partial areas when a predetermined condition is satisfied (for example, when a plurality of different advertisement contents AD1 to AD4 are associated with one advertisement display area). . At this time, the partial area setting unit 105 may set more partial areas as the estimated browsing time is longer. And the display control part 104 controls the display mode of advertisement content AD1-AD4 displayed on the said partial area for every partial area based on the said estimated browsing time. As a result, when the viewer is browsing the target content, more effective advertisement can be presented without hindering the browsing as much as possible. For example, after the display control unit 104 increases the transmittance of the advertisement contents AD1 to AD4 displayed in the partial areas at the start time of the set time range (see FIG. 7A) to the changed transmittance, for example. Based on the passage of time from the start time of the above time range (for example, 4 seconds), the changed transmission rate of the advertisement content AD1 is based on the first time point (in the example of FIG. 7B, 1 second after the start time). At the second time point (in the example of FIG. 7C, 2 seconds after the start point), the changed transmittance of the advertisement content AD2 is returned to the original transmittance, and the third time point ( In the example of FIG. 7D, the changed transmittance of the advertisement content AD3 is returned to the original transmittance at 3 seconds after the start time), and the end time of the above time range (in the example of FIG. 7E, the start time) 4 seconds after)) based on the changed transmission rate of advertising content AD4 Back to the transmittance.

[2. Operation of content display system S]
Next, the operation of the content display system S according to the present embodiment will be described with reference to FIG. FIG. 8 is a flowchart illustrating an example of content display processing executed by the system control unit 26 of the client terminal 2. The content display process executed by the system control unit 26 is performed according to a program (script) described in the structured document of the page, for example. When the system control unit 26 of the client terminal 2 accesses the content providing server 1 and transmits a page request according to the URL of the Web site specified by the browser by the operation of the page viewer, the content providing server 1 (the Web site) ) To the client terminal 2.

  When the system control unit 26 of the client terminal 2 acquires the page from the content providing server 1, the system control unit 26 starts the content display process illustrated in FIG. When the process shown in FIG. 8 is started, the system control unit 26 displays the acquired page on the display screen that appears on the display (step S1). At this time, the advertisement display area arranged on the page appears in the display screen. When an advertisement request is transmitted to the advertisement providing server 3 by a program (script) embedded in the advertisement display area, the advertisement content is provided from the advertisement providing server 3 to the client terminal 2. Thus, the system control unit 26 displays the advertisement content acquired from the advertisement providing server 3 in the advertisement display area (step S2).

  Next, the system control unit 26 determines whether or not there is an operation for changing the page by the viewer (step S3). If the system control unit 26 determines that there is no operation for changing the page by the viewer (step S3: NO), the system control unit 26 advances the process to step S4. On the other hand, if the system control unit 26 determines that there has been an operation for changing the page by the viewer (step S3: YES), the system control unit 26 advances the process to step S5.

  In step S4, the system control unit 26 determines whether or not there has been an operation for terminating the display of the page by the viewer. When the system control unit 26 determines that there is an operation for terminating the display of the page by the viewer (step S4: YES), the content display process is terminated. On the other hand, if the system control unit 26 determines that there is no operation to end the display of the page by the viewer (step S4: NO), the system control unit 26 returns the process to step S3.

  In step S5, the system control unit 26 changes the page in accordance with an operation for changing the page. Next, the system control unit 26 (operation information acquisition unit 102) acquires operation information indicating an operation for changing the page (step S6). Note that the system control unit 14 of the content providing server 1 may acquire operation information indicating an operation for changing a page from the system control unit 26.

  Next, the system control unit 26 determines whether or not the operation information for the number of times (at least twice) necessary to determine the estimated browsing time has been acquired (step S7). If the system control unit 26 determines that the operation information for the number of times necessary for determining the estimated browsing time has been acquired (step S7: YES), the process proceeds to step S8. On the other hand, if the system control unit 26 determines that the operation information for the number of times necessary to determine the estimated browsing time has not been acquired (step S7: NO), the process returns to step S3.

  In step S8, the system control unit 26 (target content specifying unit 101) specifies the main content displayed on the display screen among the plurality of main contents arranged on the page as the target content. At this time, when there are a plurality of main contents displayed on the display screen, a plurality of target contents may be specified. Note that the system control unit 26 transmits information indicating the range (for example, coordinates) of the page displayed in the display screen to the content providing server 1 so that the system control unit 14 of the content providing server 1 displays the page. Of the plurality of arranged main contents, the main content displayed on the display screen may be specified as the target content.

  Next, as described above, the system control unit 26 (estimated browsing time determination unit 103) determines the estimated browsing time of the target content specified in step S8 based on the operation information acquired in step S6 or step S16. (Step S9). At this time, the system control unit 26 (estimated browsing time determination unit 103) may correct the estimated browsing time by specifying the amount of page shift as described above. Further, as described above, the system control unit 26 (estimated browsing time determination unit 103) may correct the estimated browsing time by specifying at least one of the information amount of the target content and the type of the target content ( In this case, when a plurality of target contents are specified, the estimated browsing time of each target content is corrected according to the information amount and type of each target content). Note that the system control unit 14 of the content providing server 1 may determine the estimated browsing time of the target content based on the acquired operation information.

  Next, the system control unit 26 determines whether or not the advertisement display area existing in the display screen and the target content specified in step S8 overlap (at least partial areas overlap each other). (Step S10). At this time, when a plurality of target contents are specified, it is determined whether or not each target content and the advertisement display area overlap. If the system control unit 26 determines that the advertisement display area and the target content overlap (step S10: YES), the system control unit 26 advances the process to step S11. On the other hand, if the system control unit 26 determines that the advertisement display area and the target content do not overlap (step S10: NO), the process proceeds to step S13.

  In step S11, the system control unit 26 determines whether or not the control of the display mode of the advertisement content displayed in the advertisement display area in a state where the advertisement display area and the target content overlap with each other has already been executed. At this time, when a plurality of target contents are specified, it is determined whether or not the control of the display mode of the advertisement content displayed in the advertisement display area has already been executed for each target content. If the system control unit 26 determines that the control of the display mode of the advertisement content has not been executed (step S11: NO), the system control unit 26 advances the process to step S12 for the target content that has been determined not to be executed. On the other hand, if the system control unit 26 determines that the control of the display mode of the advertisement content has already been executed (step S11: YES), the system control unit 26 performs the process for the target content that has already been determined to be executed in step S13. Proceed to

  In step S12, the system control unit 26 (display control unit 104) displays the advertisement content displayed in the advertisement display area as described above in the relative relationship with the target content based on the estimated browsing time determined in step S9. Is controlled, and the process proceeds to step S13. At this time, when a plurality of target contents are specified, the display mode of the advertisement content displayed in the advertisement display area is controlled based on the estimated browsing time in a relative relationship with each target content. Note that the system control unit 14 of the content providing server 1 may control the display mode of the advertisement content displayed in the advertisement display area in a relative relationship with the target content based on the estimated browsing time (that is, The display mode is changed by transmitting the display control data to the browser of the system control unit 26).

  In step S <b> 13, the system control unit 26 determines whether or not there is an operation for changing the page by the viewer. If the system control unit 26 determines that there is no operation for changing the page by the viewer (step S13: NO), the system control unit 26 advances the process to step S14. On the other hand, when it judges with system control part 26 having operation which changed a page by a browser (Step S13: YES), processing is advanced to Step S15.

  In step S <b> 14, the system control unit 26 determines whether or not there has been an operation for terminating display of the page by the viewer. If the system control unit 26 determines that there is an operation for terminating the display of the page by the viewer (step S14: YES), the content display process is terminated. On the other hand, when the system control unit 26 determines that there is no operation to end the display of the page by the viewer (step S14: NO), the system control unit 26 returns the process to step S13.

  In step S15, the system control unit 26 changes the page in response to an operation for changing the page. Next, the system control unit 26 (operation information acquisition unit 102) acquires operation information indicating an operation for changing the page (step S16), returns the process to step S8, and performs the same process as described above. Also in this case, the system control unit 14 of the content providing server 1 may acquire operation information indicating an operation for changing a page from the system control unit 26.

  As described above, according to the embodiment, when a page is displayed on the display screen of the client terminal 2, in the content display system S, the display screen among the plurality of main contents arranged on the page. The at least one main content displayed in the page is specified as the target content, and based on the operation information indicating the operation of the viewer of the page and changing the page displayed in the display screen, When the estimated browsing time is determined and the advertisement display area existing in the display screen overlaps with the target content displayed in the display screen, the advertisement display area is determined based on the determined estimated browsing time. Since it is configured to control the display mode of the displayed advertisement content, it is responsible for the viewability of the target content by the viewer of the page. And while, it is possible to perform the presentation of efficient advertising for the visitors, also, it is possible to maintain the exposure effect of advertising.

[3. Method of determining usage fee for advertisement display area]
Next, a method for determining the usage fee for the advertisement display area will be described. The above-mentioned usage fee for the advertisement display area is desirably an amount commensurate with the advertisement effect due to the advertisement content displayed in the advertisement display area. However, when the display mode of the advertisement content is changed, the advertisement effect is also changed in accordance with this change, and as a result, the amount corresponding to the advertisement effect may be changed. Therefore, a configuration that can flexibly determine the usage fee for the advertisement display area (dynamically determine the usage fee for the advertisement display area) according to a change in the display mode of the advertisement content will be described below.

  As a basic configuration in this case, the content display system S (an example of an information processing system) is a page provided so that an advertisement display area for displaying advertisement content is always arranged in the display screen. The specifying means for specifying at least one main content displayed in the display screen as the target content among the plurality of main contents arranged on the page, the advertisement display area, and the target content And a change means for changing the display mode of the advertisement content displayed in the advertisement display area as described above, and the usage fee for the advertisement display area based on the change of the display mode of the advertisement content. Usage fee determining means for determining Accordingly, the usage fee for the advertisement display area can be determined flexibly according to the change in the display mode of the advertising content, and as a result, the usage fee can be flexibly changed to match the advertising effect. Here, the usage fee determining means is realized by the CPU of the control unit of the advertisement providing server 3, for example. The control unit of the advertisement providing server 3 acquires, from the content providing server 1 or the client terminal 2, information (data group) indicating a time-series change in the display mode of the advertisement content to be processed for each user and aggregates the information. . Examples of the time-series change in the display mode of the advertisement content include a time-series change in the display size of the advertisement content (advertisement display area), a time-series change in the transmittance of the advertisement content, and the like.

  The control unit of the advertisement providing server 3 displays the advertisement content actually displayed as a result of the change of the display mode of the advertisement content based on the information indicating the time-series change of the display mode of the advertisement content to be processed. The display amount of is calculated. When the change in the display mode is a change in the display size of the advertisement display area (advertisement content), the display amount of the advertisement content includes the display integration time when the advertisement content is actually displayed in the advertisement display area, and the display It is calculated as the product of the display size (display area) of the advertisement display area (advertisement display area in which the advertisement content is actually displayed) in the accumulated time and the sum of the display values (or only the sum of the display sizes). This total value is an average value, standard deviation value, total value, or the like of the display size (display area) at each time point when the advertisement content is displayed. Alternatively, when the change in the display mode is a change in the transmittance of the advertisement content, the display amount of the advertisement content includes the display integration time when the advertisement content is actually displayed in the advertisement display area and the display integration time. Is calculated as the product of the aggregate value of the transmittance of the advertisement content (or only the aggregate value of the transmittance). This total value is an average value, a standard deviation value, a total value, or the like of transmittance at each time point when the advertisement content is displayed. Alternatively, when the change in the display mode is a change in the transmittance of the advertisement content, the display amount of the advertisement content includes the display integration time when the advertisement content is actually displayed in the advertisement display area and the display integration time. Is calculated as the product of the aggregate value of the display size of the advertisement display area and the aggregate value of the transmittance of the advertisement content during the display integration time (or only the product of the display size and the aggregate value of the transmittance). May be.

  Based on the calculated display amount (advertisement content display amount), the control unit of the advertisement providing server 3 uses the usage fee for the advertisement display area where the processing target advertisement content is displayed (that is, the advertisement content of the advertisement content). Use fee to be charged to advertiser). For example, when the basic display amount according to the basic display size or the basic transmittance and the basic usage fee according to the basic display amount are determined in advance, the control unit of the advertisement providing server 3 The final usage fee (that is, the usage fee for the advertisement display area) is determined by changing (that is, increasing or decreasing) the basic usage fee according to the magnitude relationship with the calculated display amount. More specifically, the control unit of the advertisement providing server 3 reduces the basic usage fee when the calculated display amount is smaller than the basic display amount. At this time, the control unit may increase the amount of reduction as the calculated display amount is smaller than the basic display amount. In this case, the higher the frequency with which the display size of the advertisement display area (advertisement content) is reduced, the lower the usage fee for the advertisement display area. In addition, the higher the frequency with which the advertising content transmittance is increased, the lower the usage fee for the advertisement display area. On the other hand, the control unit of the advertisement providing server 3 increases the basic usage fee when the calculated display amount is larger than the basic display amount. At this time, the control unit may increase the amount of increase as the calculated display amount is larger than the basic display amount. In this case, the higher the frequency with which the display size of the advertisement display area (advertisement content) is increased, the higher the usage fee for the advertisement display area can be. In addition, the higher the frequency at which the transmittance of the advertising content is decreased, the higher the usage fee for the advertisement display area can be.

  Note that instead of the basic display amount and the basic usage fee described above, a unit display amount and a unit usage fee may be set as smaller units. In this case, the control unit of the advertisement providing server 3 determines the usage fee for the advertisement display area by multiplying the value obtained by dividing the calculated display amount by the unit display amount by the unit usage fee (that is, the above-described usage fee). The usage fee for the advertisement display area is directly calculated based on the calculated display amount).

DESCRIPTION OF SYMBOLS 1 Content provision server 2 Client terminal 3 Advertisement provision server 11 Communication part 12 Storage part 13 Input / output interface part 14 System control part 15 System bus 21 Operation part 22 Display part 23 Communication part 24 Storage part 25 Input / output interface part 26 System control part 27 System Bus 101 Target Content Identification Unit 102 Operation Information Acquisition Unit 103 Estimated Browsing Time Determination Unit 104 Display Control Unit 105 Partial Area Setting Unit NW Network S Content Display System

In order to solve the above-mentioned problem, in the invention described in claim 1, an advertisement display area for displaying advertisement content is set on a display screen, and is installed on a page displayed on the display screen. among the plurality of main content specifying means for specifying one of the main content as a target content even without low, obtaining means viewers of the page to get the operation information of the operation is shifted to the page, the acquisition unit based on the acquired operation information, the viewer and determining means for determining a length of time estimated to be required for viewing the object contents as the estimated viewing time, the target content displayed on the advertisement display area If it is, until the estimated viewing time determined by said determining means is completed, displayed in browsable manner the target content, less At the time when the estimated viewing time is completed, characterized in that it comprises a display control means for controlling the display mode of the advertisement content to display in a viewable manner the advertising content.

The invention according to claim 15 is an information processing method executed by a computer , wherein an advertisement display area for displaying advertisement content is set on a display screen, and the page displayed on the display screen among the plurality of main content to be installed, and the specific identifying one of the primary content as a target content even without low, an acquisition step of acquiring operation information of the operation that viewers of the page is to change the page , on the basis of the said operation information acquired by the acquisition step, a determination step of viewers to determine the length of time estimated to be required for viewing the object contents as the estimated viewing time, the said advertising display area when the target content is displayed until said estimated viewing time ends determined by the determination step, the Displays with a viewable manner elephants content, at the time when at least the estimated viewing time is completed, to include a display control step for controlling the display mode of the advertisement content to display in a viewable manner the advertising content It is characterized by.

In the invention described in claim 16, an advertisement display area for displaying advertisement content is set on a display screen, and a plurality of main contents installed on a page displayed on the display screen are displayed . among them, a specifying means for specifying one of the main content as a target content even without low, obtaining means viewers of the page to get the operation information of the operation is shifted to the page, which is acquired by the acquisition means and the based on the operation information, when viewers said determination means for determining a time length as the estimated viewing time estimated to be required for viewing the object contents, which the advertisement the target content in the display area is displayed, until the estimated viewing time determined by said determining means is completed, displayed in browsable manner the target content, at least the At the time of constant viewing time it is completed, characterized in that to function as a display control unit for controlling the display mode of the advertisement content to display in a viewable manner the advertising content.

Claims (16)

A page provided so that an advertisement display area for displaying advertisement content is always arranged in the display screen, and is displayed in the display screen among a plurality of main contents arranged on the page. Identifying means for identifying at least one main content as target content;
An acquisition means for acquiring operation information indicating the operation to change a page displayed on a display screen, which is an operation of a viewer of the page;
A determining unit that determines an estimated browsing time of the target content based on the operation information acquired by the acquiring unit;
Display control means for controlling a display mode of the advertisement content displayed in the advertisement display area based on the estimated browsing time determined by the determination means when the advertisement display area and the target content overlap;
An information processing system comprising:   The display control means controls the display mode of the advertising content so that the visibility of the advertising content increases or decreases in a time range set based on the estimated browsing time determined by the determining means. The information processing system according to claim 1.   The display control means changes the transmittance of the advertising content in a time range set based on the estimated browsing time determined by the determining means, and displays the advertising content with the changed transmittance. The information processing system according to claim 1 or 2.   4. The display control unit according to claim 3, wherein the display control unit changes the transparency of the advertisement content in a stepwise manner over time in a time range set based on the estimated browsing time determined by the determination unit. The information processing system described.   4. The information processing according to claim 3, wherein the display control unit changes the transmittance so that the color of a portion where the advertising content overlaps with the target content is closer in color space. system.   The display control means changes the size of the advertisement display area in a time range set based on the estimated browsing time determined by the determination means, and displays advertisement content in the advertisement display area of the changed size. The information processing system according to claim 1 or 2.   The display control means, in the time range set based on the estimated browsing time determined by the determination means, the size of the advertisement display area according to the passage of time in the writing direction of the character string indicated by the target content The information processing system according to claim 6, wherein the information processing system is enlarged.   The display control means changes a layer of the advertisement display area in a time range set based on the estimated browsing time determined by the determination means, and displays the advertisement content in the advertisement display area of the changed layer The information processing system according to claim 1 or 2, characterized in that:   The said determination means specifies the time interval when the said operation was performed from the said operation information, and determines the said estimated browsing time based on the specified time interval. Information processing system described in 1.   The information processing system according to any one of claims 1 to 9, wherein the determination unit specifies a shift amount of the page, and determines the estimated browsing time longer as the specified shift amount is smaller. .   11. The information processing according to claim 1, wherein the determining unit specifies an information amount of the target content, and determines the estimated browsing time longer as the specified information amount increases. system.   11. The information processing according to claim 1, wherein the determination unit specifies a type of the target content, and determines the estimated browsing time having a time length according to the specified type. system. A partial area setting means for dividing the advertisement display area and setting a plurality of partial areas;
The display control means controls a display mode of advertisement content displayed in the partial area for each partial area based on the estimated browsing time determined by the determining means. The information processing system according to any one of 12.   The information processing system according to claim 13, wherein the partial area setting unit sets a larger number of the partial areas as the estimated browsing time determined by the determination unit is longer. An information processing method executed by a computer,
A page provided so that an advertisement display area for displaying advertisement content is always arranged in the display screen, and is displayed in the display screen among a plurality of main contents arranged on the page. A specific step of identifying at least one main content as target content;
An acquisition step of acquiring operation information indicating the operation to change a page displayed on a display screen, which is an operation of a viewer of the page;
A determination step of determining an estimated browsing time of the target content based on the operation information acquired by the acquisition step;
A display control step for controlling a display mode of the advertisement content displayed in the advertisement display area based on the estimated browsing time determined in the determination step when the advertisement display area and the target content overlap;
An information processing method comprising: Computer
A page provided so that an advertisement display area for displaying advertisement content is always arranged in the display screen, and is displayed in the display screen among a plurality of main contents arranged on the page. Identifying means for identifying at least one main content as target content;
An acquisition means for acquiring operation information indicating the operation to change a page displayed on a display screen, which is an operation of a viewer of the page;
A determining unit that determines an estimated browsing time of the target content based on the operation information acquired by the acquiring unit;
When the advertisement display area and the target content overlap, function as display control means for controlling the display mode of the advertisement content displayed in the advertisement display area based on the estimated browsing time determined by the determination means An information processing program characterized by causing