WO2008053516A1 - Procédé, système et programme de fourniture d'informations publicitaires et base de données - Google Patents

Procédé, système et programme de fourniture d'informations publicitaires et base de données Download PDF

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Publication number
WO2008053516A1
WO2008053516A1 PCT/JP2006/321648 JP2006321648W WO2008053516A1 WO 2008053516 A1 WO2008053516 A1 WO 2008053516A1 JP 2006321648 W JP2006321648 W JP 2006321648W WO 2008053516 A1 WO2008053516 A1 WO 2008053516A1
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WO
WIPO (PCT)
Prior art keywords
information
advertisement
query
advertisement information
keyword
Prior art date
Application number
PCT/JP2006/321648
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English (en)
Japanese (ja)
Inventor
Gen Miyazawa
Kazuhiko Sugiura
Hajime Hotta
Original Assignee
Cirius Technologies, Inc.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Cirius Technologies, Inc. filed Critical Cirius Technologies, Inc.
Priority to PCT/JP2006/321648 priority Critical patent/WO2008053516A1/fr
Publication of WO2008053516A1 publication Critical patent/WO2008053516A1/fr

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • Advertisement information providing method advertisement information providing system, advertisement information providing program and database
  • the present invention relates to an advertisement information providing method, an advertisement information providing system, an advertisement information providing program, and a database used therefor, which provide advertisement information based on query information from a communication terminal. Based on keywords entered via
  • the present invention relates to an advertisement information providing method for providing advertisement information, which is effective and highly effective.
  • wireless communication terminals for performing wireless communication have become widespread.
  • mobile phone terminals equipped with functions as telephones have become widespread due to the convenience of being able to make and receive calls easily regardless of location and time, as well as higher functionality, lower prices, and wider call areas.
  • the momentum is remarkable.
  • the terminal means a terminal device.
  • PCs and mobile phone terminals equipped with this Internet connection function are generally equipped with a web browser, and can access various Internet sites via the Internet.
  • an advertisement display frame is provided in a part of the site page of the above-mentioned search site or -use distribution site, and advertisement information is placed in the frame, so that many It has been viewed by many Internet users and is highly effective for advertising.
  • Patent Document 1 Japanese Patent Application Laid-Open No. 2003-196509
  • Patent Document 2 Japanese Translation of Special Publication 2003-501729
  • Patent Document 3 Japanese Translation of Special Publication 2005-533327
  • Patent Document 4 Japanese Translation of Special Publication 2005-537591
  • Patent Document 5 Special Table 2006-500699
  • advertisement information with high advertising effect is not provided accurately to the user.
  • the advertising information that the user is most interested in is not directly related to the keyword entered by the user.
  • advertisement information that attracts the user's interest is not provided, which is useful for both the user and the advertiser of the advertisement information.
  • the advertisement information is often directly related to another keyword related to the keyword input by the user. Therefore, it is beneficial for users and advertisers to provide not only advertising information directly related to the keyword entered by the user but also advertising information directly related to another keyword related to the keyword. In some cases, a high advertising effect can be obtained.
  • the present invention has been made in view of the above circumstances, and is not directly related to input query information by extracting advertisement information related to other query information related to query information. It is structured to be able to provide advertising information, which is beneficial for users, It is an exemplary problem to provide an advertisement information providing method, an advertisement information providing system, an advertisement information providing program, and a database used for them that are high for advertisers and can exert an advertising effect.
  • an advertisement information providing method as an exemplary aspect of the present invention includes a step of acquiring query information input via a communication terminal, and another associated with the query information.
  • the query information of the query database is extracted, the advertisement information associated with other query information is extracted from the advertisement database, and the extracted advertisement information is provided.
  • advertisement information that is not related to the acquired query information can be extracted as long as the advertisement information is related to other query information related to the acquired query information. Therefore, the range of selection of advertisement information to be provided is widened, and it is possible to provide advertisement information that is even more useful to users and advertisers of advertisement information.
  • the query information “car” and the query information “drive” are associated with each other, and the advertisement information of “driving school” is included in the query information “driving”. If it is associated, the advertising information of “driving school” is associated with the query information “car”, and even in this case, the advertising information of “driving school” can be extracted and provided.
  • the acquired query information may be a keyword input via a communication terminal.
  • Advertisement information can be extracted and provided based on an input keyword, for example, a keyword input in a search site. Therefore, the advertisement information can be extracted and provided based on the item searched by the user of the communication terminal, that is, the item of interest.
  • advertisement information that is not related to the input keyword can be extracted and provided as long as it is advertisement information related to another keyword related to the keyword. Therefore, the range of selection of advertisement information to be provided is widened, and advertisement information that is more useful for both users and advertisers of advertisement information can be provided.
  • the advertisement information providing method determines whether the advertisement information ranking information is based on the degree of association between the acquired query information and other query information and the degree of association between the other query information and advertisement information. You may further have the step which produces
  • the priority of the advertisement information to be provided can be set based on the ranking information.
  • the priority means display order of advertisement information to be provided, display size, display emphasis, display frequency, display time, display probability, and the like.
  • the ranking information is generated based on the degree of association between the acquired query information and other query information and the degree of association between the other query information and advertisement information, It is possible to preferentially provide advertising information having a high relevance to other query information having a high level.
  • the acquired query information is "car”
  • advertising information related to “driving” as other query information highly related to “car” is used as other query information having low relevance.
  • the priority can be higher than the advertising information related to “music”.
  • the advertising information of “driving school” having high relevance may be set to a higher priority than the advertising information of “parking lot” having low relevance. it can.
  • the advertisement information providing method may further include a step of updating the degree of association between the acquired query information and other query information in the query database each time the query information is acquired.
  • the advertisement information providing method acquires a plurality of pieces of query information input via the same communication terminal, the method further includes a step of strengthening a degree of association between the plurality of pieces of query information in the query database. May be.
  • a plurality of pieces of query information input via the same communication terminal are input by the same user, and are often closely related to each other and attract the user's interest.
  • the relationship between the query information in the query database can be set to the optimum state.
  • a method in which the advertisement information providing method acquires terminal identification information for identifying a communication terminal. You may have further.
  • the terminal identification information is acquired, it is possible to identify the terminal through which the acquired query information is input. Therefore, when a plurality of pieces of query information are acquired, it is possible to easily determine whether they are input through the same communication terminal or different communication terminals.
  • a query database can be created for each user (that is, for each terminal identification information), and individual associations between query information can be set independently in each query database.
  • An advertisement information providing system as another exemplary aspect of the present invention includes a query database configured by associating a plurality of query information with each other, and an association between query information and advertisement information.
  • An advertisement database a query information acquisition unit for acquiring query information input via a communication terminal, a related query information extraction unit for extracting other query information associated with the query information from the query database, and other An advertisement information extraction unit that extracts advertisement information associated with the query information from the advertisement database, and an advertisement information provision unit that provides the extracted advertisement information.
  • advertisement information that is not related to the acquired query information can be extracted if it is advertisement information related to other query information related to the acquired query information. Therefore, the range of selection of advertisement information to be provided is widened, and it is possible to provide advertisement information that is even more useful to users and advertisers of advertisement information.
  • the query database may include query relation information indicating a degree of relation between a plurality of pieces of query information.
  • the relevance between the acquired query information and other query information in the query database can be managed. Therefore, for example, other query information that is highly related to the acquired query information (for example, “car”) (for example, “driving”) and other query information that is not highly related (for example, “music”) are individually managed. can do.
  • the priority of other query information can be set based on the query relevance information, and other query information can be extracted according to the priority.
  • the advertisement relevance information the relevance between the query information and the advertisement information can be managed.
  • advertising information that is highly relevant to query information eg “driving” (for example, advertising information for “driving school”) and low-relevance! Advertising information (eg, advertising information for “parking”)
  • the priority order of the advertisement information can be set based on the advertisement relevance information, and the advertisement information according to the priority order can be provided.
  • the degree of relevance between the query information and the advertisement information is, for example, the level of the bid (advertisement cost) bid by the advertiser who wants to provide the advertisement information for the query information. May be.
  • the advertisement information providing system generates ranking information of advertisement information based on the degree of association between the acquired query information and other query information and the degree of association between the other query information and advertisement information. You may further have a ranking information generation part.
  • the priority of the advertisement information to be provided can be set based on the ranking information.
  • the priority means display order of advertisement information to be provided, display size, display emphasis, display frequency, display time, display probability, and the like.
  • the ranking information is generated based on the degree of association between the acquired query information and other query information and the degree of association between the other query information and advertisement information, It is possible to preferentially provide advertising information having a high relevance to other query information having a high level.
  • the advertisement information providing system may further include a terminal identification information acquisition unit that acquires terminal identification information for identifying a communication terminal.
  • the terminal identification information is acquired, it is possible to identify the terminal through which the acquired query information is input. Therefore, when a plurality of pieces of query information are acquired, it is possible to easily determine whether they are input through the same communication terminal or different communication terminals.
  • a query database is stored for each user (ie, for each terminal identification information) You can create individual associations for each query information in each query database.
  • An advertisement information providing program as still another exemplary aspect of the present invention includes a query information acquisition unit that acquires query information input via a communication terminal, and another query associated with the query information.
  • Related query information extraction unit that extracts information from the query database
  • advertisement information extraction unit that extracts advertisement information associated with other query information from the advertisement database
  • advertisement information that is not related to the acquired query information can be extracted as long as the advertisement information is related to other query information related to the acquired query information. Therefore, the range of selection of advertisement information to be provided is widened, and it is possible to provide advertisement information that is even more useful to users and advertisers of advertisement information.
  • the advertisement information providing program causes the computer to acquire the terminal identification information acquisition unit for acquiring the terminal identification information for identifying the communication terminal, the degree of association between the acquired query information and other query information, and other Based on the degree of association between the query information and the advertisement information, it may further function as a ranking information generation unit that generates ranking information of advertisement information.
  • the terminal identification information is acquired, it is possible to identify through which terminal the acquired query information is input. Therefore, when a plurality of pieces of query information are acquired, it is possible to easily determine whether they are input through the same communication terminal or different communication terminals.
  • a query database can be created for each user (that is, for each terminal identification information), and individual associations between query information can be set independently in each query database.
  • the priority of advertisement information to be provided can be set based on the ranking information.
  • the priority means the display order of the advertisement information to be provided, the display size, the display emphasis, the display frequency, the display time, the display probability, and the like.
  • the ranking information is generated based on the degree of association between the acquired query information and other query information and the degree of association between the other query information and advertisement information, It is possible to preferentially provide advertising information having a high relevance to other query information having a high level.
  • a database includes a plurality of pieces of query information input via a communication terminal, and query relation information indicating a degree of relevance between the plurality of pieces of query information. Have.
  • the database may further include a plurality of advertisement information and advertisement relevance information that indicates a degree of relevance between the plurality of query information and the plurality of advertisement information.
  • advertisement information related to other query information related to the input query information so it is not directly related to the input query information, but has a certain relationship. It is possible to extract advertisement information having characteristics. Therefore, advertisement information that is directly related to the input query information and advertisement information that is not directly related can be extracted, and the range of selection of advertisement information is expanded. Appropriate advertising information can be provided from a wider range of advertising information, so it is useful for both users and advertisers, has high advertising effectiveness, and can provide advertising.
  • FIG. 1 is a schematic block diagram showing an overall configuration of an advertising system SS including an advertising information providing system S that realizes the advertising information providing method according to the embodiment of the present invention.
  • This advertisement system SS is composed of an advertisement information providing system S, a base station Z, a mobile phone terminal (communication terminal) 2, a search site server 8, and the Internet W.
  • the advertisement information providing system S is an advertisement management server. 4 and a database server 6.
  • the advertisement management server 4 includes a keyword acquisition unit (query information acquisition unit) and terminal identification information acquisition. , A related keyword extraction unit (related query information extraction unit), a related advertisement information extraction unit, a ranking information generation unit, and an advertisement information provision unit.
  • the database server 6 includes a keyword database (query database), an advertisement database Details will be described later.
  • the mobile phone terminal 2 is described as an example of the communication terminal.
  • the communication terminal is a terminal device capable of transmitting / receiving information to / from the advertisement management server 4, for example via the Internet W. It may be a computer connected to the ad management sano
  • the base station Z is for performing wireless communication with the mobile phone terminal 2.
  • Base station Z is configured to be connected to a telephone network (not shown) to realize a call by mobile phone terminal 2 and to be connected to Internet W to realize an Internet connection using mobile phone terminal 2. ing. Accordingly, information transmitted from the mobile phone terminal 2 is received and transmitted to the advertisement management server 4 via the Internet W, or information received from the advertisement management server 4 is received via the Internet W and the mobile phone. It has a function to send to terminal 2. It also has a function of receiving location information of the mobile phone terminal 2 and transmitting it to the advertisement management server 4.
  • the advertising system SS does not need to have the base station Z because the personal computer is directly connected to the Internet W.
  • the mobile phone terminal 2 has a call function and an Internet connection function, and is configured to be able to send and receive information to and from the advertisement management server 4 and the search site server 8 connected to the Internet W via the base station Z. . It also has a GPS (Global Positioning System) function, and can acquire its own location information (terminal location information) 2p using the GPS satellite 10. The terminal location information 2p is transmitted from the mobile phone terminal 2 to the base station Z or directly from the GPS satellite 10 to the base station Z.
  • GPS Global Positioning System
  • FIG. 2 (a) is an explanatory diagram showing a state where the search site page 8a of the search site Sano is displayed on the display unit 2a of the mobile phone terminal 2.
  • FIG. 2 (a) is an explanatory diagram showing a state where the search site page 8a of the search site Sano is displayed on the display unit 2a of the mobile phone terminal 2.
  • FIG. 8a When you connect to the search site server 8 using the Internet connection function, the search site page 8a appears on the display 2a of the mobile phone terminal 2. As shown.
  • the search site page 8a is provided with a keyword input frame 8b, a search result display frame 8c, and an advertisement information display frame 8d for inputting a keyword 8f as query information.
  • a keyword (query information) 8f is input to the keyword input box 8b, the keyword 8f is transmitted to the search site Sano 8 via the Internet W. Then, the search site server 8 performs an information search based on the keyword 8f, and the search result 8g is transmitted to the mobile phone terminal 2.
  • FIG. 2 (b) is an explanatory diagram showing a state in which the search result 8 g is displayed on the display unit 2 a of the mobile phone terminal 2.
  • the search result 8g is transmitted from the search site server 8 to the mobile phone terminal 2
  • the search result 8g is displayed in the search result display frame 8c as shown in FIG. 2 (b).
  • the advertisement information 4a extracted based on the keyword 8f is also displayed in the advertisement information display frame 8d.
  • the mobile phone terminal 2 has a function of measuring its own location information (terminal location information) 2p.
  • the position information measurement function may be, for example, a measurement using the GPS satellite 10 or a position measurement using information transmission / reception performed with a plurality of base stations Z. Good. It also has a function of transmitting the measured terminal location information 2p to the base station Z. At that time, the information of the time tm when the terminal location information 2p is measured is also transmitted to the base station Z together.
  • the mobile phone terminal 2 also has a function of transmitting its own telephone number as the terminal identification information 2b to the base station Z.
  • the search site server 8 is a server computer connected to the Internet W and provides a search service using a search engine.
  • the search site server 8 has a function to display the search site page 8a on the display unit 2a of the accessed mobile phone terminal 2 and information based on the keyword 8f entered in the keyword input box 8b in the search site page 8a. It has a function to search and a function to send the search result 8g to the mobile phone terminal 2. Further, it also has a function of transmitting the keyword 8f input in the keyword input frame 8b to the advertisement management server 4 via the Internet W.
  • the advertisement management server (computer) 4 is directed to the mobile phone terminal 2 via the Internet W. It is a server computer for providing advertisement information, and is connected to the Internet w and the database server 6.
  • FIG. 3 is a block diagram showing an outline of the internal configuration of the advertisement management server 4.
  • the advertisement management server 4 includes a storage device 12, a CPU 14 as a main part of the computer, and a main memory 16.
  • the storage device 12 is a data storage device such as a node disk, for example, and holds an advertisement information providing program 18 therein.
  • the advertisement information providing program 18 uses the CPU 14 as the advertisement management sano or its main part as a keyword acquisition unit (query information acquisition unit) 14a, a terminal identification information acquisition unit 14b, a related keyword extraction unit (related query information). (Extractor) 14c, related advertisement information extractor 14d, ranking information generator 14f, and advertisement information provider 14g.
  • a keyword acquisition unit query information acquisition unit
  • terminal identification information acquisition unit 14b
  • a related keyword extraction unit related query information
  • advertisement information extractor 14d related advertisement information extractor
  • ranking information generator 14f ranking information generator
  • advertisement information provider 14g advertisement information provider
  • FIG. 4 is a block diagram showing an outline of the internal configuration of the database server 6.
  • the database server 6 has a storage device 20 inside. Since the configuration of the storage device 20 is the same as that of the storage device 12, the description thereof is omitted.
  • the storage device 20 stores a keyword database (query database, part of the database) 22 and an advertisement data base (part of the database) 24.
  • the advertisement management Sano and the database server 6 are described separately. Of course, one server has both the advertisement management Sano function and the database server 6 function. It may be.
  • the keyword database 22 is a database that includes a plurality of keywords 22a to 22h and keyword relevance information (query relevance information) 23a to 23f that indicates the degree of relevance between the keywords. is there.
  • FIG. 5 is a structural diagram showing the data structure of the keyword database 22.
  • the keyword 22a in the keyword database 22 is associated with the keywords 22b and 22c.
  • the degree of relevance between keyword 22a and keyword 22b is The index is indicated by the connectivity information 23a, and the degree of relevance between the keyword 22a and the keyword 22c is indicated by the keyword relevance information 23b.
  • the keyword 22a is "car”
  • the keyword 22b is “driving”
  • the keyword 22c is "music”
  • the keyword relevance Information 2 3a is set to a large number (for example, 80 points).
  • “car” and “music” are judged to have low relevance
  • the keyword relevance information 23b is set to a small value (for example, 20 points).
  • keyword relevance information 23c is set to 90 points, for example, and the keyword 22d “fashion” and the keyword 22f “ “Italy” is judged to have low relevance, and keyword relevance information 23d is set to 40 points, for example.
  • the keyword 22c "music” is associated with the keyword 22g “rock”, the keyword 22h “record”, and the like.
  • the keyword relevance information between these two keywords 22a and 22d is set.
  • the keyword database 22 is created based on the concept of synonyms. For example
  • a keyword database may be created by determining the degree of relevance between keywords based on a commercially available synonym dictionary and setting keyword relevance information based on the degree of relevance. ⁇ .
  • keywords are collected from various Internet sites connected to the Internet W, and it is judged that the keywords collected from the same site are highly related to each other, and the keyword relevance information for each other is set high. Even so.
  • the advertisement database 24 includes a plurality of keywords 22a to 22h, a plurality of advertisement information A to J, and bid price 24a to 25j as advertisement relevance information that indicates the degree of relevance between the keyword and the advertisement information.
  • FIG. 6 is a structural diagram showing the data structure of the advertisement data base 24.
  • the keyword 22a "car" in the advertisement database 24 is associated with advertisement information A "car dealer advertisement” and advertisement information B "repair shop advertisement”.
  • the advertisement information A and B is advertisement information that each advertiser wants to provide to the mobile phone terminal 2 and is determined in advance between the advertiser and the operator of the advertisement information providing system S. It is a thing.
  • the degree of relevance between keyword 22a and advertisement information A is indicated by advertisement relevance information 24a
  • the degree of association between keyword 22a and advertisement information B is indicated by advertisement relevance information 24b. It is configured as follows.
  • the advertisement relevance information 24a, 24b is information indicating the strength of the relevance between the keyword 22a and the advertisement information A, B.
  • the advertisement relevance information 24a, 24b may be determined arbitrarily by the operator of the advertisement information providing system S. Advertising information provided if the relationship between keyword 22a “car” and advertising information A “car dealer advertising” is higher than keyword 22a “car” and advertising information B “repair shop advertising” The operator of the system S may determine the advertisement relevance information 24a to be a larger value than the advertisement relevance information 24b.
  • bid prices (advertisement costs) 24a and 24b that are determined in advance by the advertiser and the operator of the advertisement information providing system S are set as the advertisement relevance information, and the keyword
  • advertising information with a high bid is considered highly relevant to the keyword, and the advertising relevance information is set to a large number. Setting bids as advertising-related information can contribute to providing advertisers with equitable advertising information.
  • the advertisement relevance information a click expectation value indicating the probability that detailed information will be browsed when the advertisement information provided at the bid price described in this embodiment is provided is set. Also good. Since the click expectation value indicates the degree of popularity of the advertisement information, setting the click expectation value as advertisement relevance information can contribute to providing advertisement information useful for the user. Of course, the product of the expected click value and bid price may be set as the ad relevance information.
  • an advertiser who desires to provide an advertisement to the mobile phone terminal 2 first sets a keyword that is determined to be highly relevant to his / her advertisement information. For example, an advertiser who sells a car sets the keyword 22a “car” for his advertising information A. This The advertiser then sets his advertising information A for keyword 22a at a bid price of 24a.
  • the bid unit price 24a is, for example, “50 yen”.
  • this advertiser may set another keyword “engine” (not shown) for his / her advertising information A at a different bid price “20 yen” (not shown).
  • advertisement information A and B are associated with keyword 22a by bid prices (advertisement-related information) 24a and 24b, respectively.
  • the bid prices 24a and 24b may be advertising costs charged to each advertiser every time the advertising information A and B is provided to the mobile phone terminal 2. Further, it may be an advertising fee charged when the detailed information of the provided advertising information A and B is viewed by the user of the mobile phone terminal 2.
  • Keywords 22c to 22h are set with advertising information E to J, respectively, with bids 24e to 24j.
  • the CPU 14 is a main part of the advertisement management Sano, and performs various arithmetic processes in cooperation with the storage device 12 and the main memory 16. Based on the command from the advertisement information provision program 18, the CPU 14 extracts a keyword acquisition unit (query information acquisition unit) 14a, a terminal identification information acquisition unit 14b, a related keyword extraction unit (related query information extraction unit) 14c, and related advertisement information extraction. Functions as the unit 14d, the ranking information generation unit 14f, and the advertisement information providing unit 14g.
  • a keyword acquisition unit query information acquisition unit
  • terminal identification information acquisition unit 14b a terminal identification information acquisition unit 14b
  • related keyword extraction unit related query information extraction unit
  • advertisement information providing unit 14g Functions as the unit 14d, the ranking information generation unit 14f, and the advertisement information providing unit 14g.
  • the keyword acquisition unit 14a has a function of acquiring a keyword 8f as query information input via the mobile phone terminal 2 from the search site server 8 via the Internet W.
  • the keyword acquisition unit 14a may acquire the keyword 8f directly from the mobile phone terminal 2 via the Internet W instead of from the search site server 8.
  • the terminal identification information acquisition unit 14b is for acquiring terminal identification information 2b for identifying the mobile phone terminal 2.
  • the terminal identification information 2b may be a telephone number assigned to each mobile phone terminal 2 or a mobile phone terminal 2 for identifying the user of the mobile phone terminal 2. It may be user information managed by the telephone company.
  • the terminal identification information 2b is transmitted from the mobile phone terminal 2 or the base station Z to the advertisement management server 4 via the Internet W, and is acquired by the terminal identification information acquisition unit 14b. At this time, since the keyword 8f and the terminal identification information 2b are acquired in association with each other, it is possible to identify the terminal power transmitted by the acquired keyword 8f.
  • the terminal identification information acquisition unit 14b may have a function of acquiring the terminal position information 2p and the terminal position information measurement time tm transmitted from the mobile phone terminal 2.
  • Such information terminal location information 2p and terminal location information measurement time tm can be used to set priorities when providing advertisement information.
  • the priority of the advertisement information to be provided is set based on the distance between the position of the advertiser providing the advertisement information and the terminal position information 2p, or a new terminal position at the terminal position information measurement time tm is set.
  • Information Advertiser advertiser information close to 2p can be preferentially provided.
  • the related keyword extraction unit 14c has a function of extracting the other keywords associated with the keyword 8f acquired by the keyword acquisition unit 14a, as a medium force of the keyword database 22. For example, when the acquired keyword 8f is the keyword 22a “car”, the related keyword extraction unit 14c searches the keyword database 22 for other keywords 22b “driving”, keyword 22c “music”, etc. To extract. Of course, the keyword 22d “fashion” not associated with the keyword 22a “car” is not extracted.
  • the related keyword extraction unit 14c updates the keyword relevance information 23a, 23b with the other keyword 22b “driving”, the keyword 22c “music”, etc. related to the acquired keyword 22a “car”. You may also have
  • Keywords that have been entered more recently than keywords that are not frequently entered are not frequently entered
  • the keyword relevance setting in the keyword database 22 is set by updating the keyword relevance information so that the relevance of the keyword with other related keywords becomes stronger. You can always keep it optimal.
  • the related keyword extraction unit 14c performs the same cellular phone operation when the acquired plurality of keywords are the same. It may also have a function to set the keyword relevance information to a higher value when it is input via the talk terminal 2.
  • the plurality of keywords input from the same mobile phone terminal 2 can be determined to be highly relevant because the same user is strongly interested. For example, when a plurality of keywords 22a “car” and keyword 22b “driving” are acquired, if the terminal identification information 2b associated with those keywords 22a, 22b matches, the plurality of keywords 22a By updating the keyword relevance information 23a of the keywords 22a and 22b to a higher value, the keyword relevance setting in the keyword database 22 can always be maintained optimally.
  • the related advertisement information extraction unit 14d has a function of extracting, from the advertisement database 24, advertisement information associated with another keyword associated with the acquired keyword 8f. For example, if the acquired keyword 8f is the keyword 22a “car”, the advertisement information C, D associated with the keyword 22b “driving” as another keyword and the advertisement information associated with the keyword 22c “music” E is extracted from the advertisement database 24.
  • the related advertisement information extraction unit 14d has a function of extracting both the advertisement information associated with the acquired keyword 8f and the medium of the advertisement database 24. For example, when the acquired keyword 8f is the keyword 22a “car”, the advertisement information A and B associated therewith is extracted as the medium of the advertisement database 24.
  • the ranking information generation unit 14f uses the ranking information hA to hE of the extracted advertisement information A to E as the degree of association between the keywords 22a to 22c and the association between the keywords 22a to 22c and the advertisement information A to E. Based on the degree of! /, It has a function to generate.
  • the ranking information may be defined by the following formula (1).
  • Keyword 22a "car” 100 points
  • Advertising information B 20 yen
  • Advertising information C 60 yen
  • Advertising information D 20 yen
  • Advertising information E 70 yen
  • the ranking information hA to hE of the advertisement information A to E for the acquired keyword 22a “car” is generated by being calculated by the following equation.
  • the priority of the advertisement information A to E is set higher in the order of A, C, B, D, E. Therefore, the priority of advertising information C “driving school advertising”, which is directly related to the acquired keyword 22a, is higher than the advertising information B “repair shop advertising” directly related. Is set.
  • the advertisement information providing unit 14g has a function of providing the extracted advertisement information A to E and the ranking information hA to hE in association with each other.
  • providing is a concept including transmitting to the search site server 8 via the Internet W and transmitting directly to the mobile phone terminal 2 via the Internet W and the base station Z.
  • the user accesses the search site server 8 by the mobile phone terminal 2.
  • the search site page 8a is displayed on the display unit 2a (S. 1).
  • the keyword 8f is transmitted to the search site server 8 via the Internet W (S 3).
  • the keyword 8f is transmitted from the search site server 8 to the advertisement management server 4 via the Internet W (S. 4).
  • the keyword acquisition unit 14a acquires the keyword 8f (S.
  • the terminal identification information acquisition unit 14b acquires the terminal identification information 2b of the mobile phone terminal 2. At the same time, the terminal identification information acquisition unit 14b may acquire the terminal position information 2p and the terminal position information measurement time tm.
  • the related advertisement information extraction unit 14d extracts the advertisement information C and D associated with the keyword 22b and the advertisement information E associated with the keyword 22c from the advertisement database 24 (S. 7 ).
  • the advertising information A and B associated with the acquired keyword 22a and the medium of the advertising database 24 are extracted (S. 8).
  • the ranking information generation unit 14f generates the ranking information hA to hE of the extracted advertisement information A to E (S. 9). Specifically, using keyword relevance information 23a, 23b that indicates the relevance of each keyword 22a-22c to keyword 22a and bids 24a-24e for each keyword 22a-22c of each advertisement information A-E, The ranking information hA to hE is generated by the above equation (1).
  • the advertisement information providing unit 14g associates the extracted advertisement information A to E with the ranking information hA to hE and transmits them to the search site server 8 via the Internet W (S. 10).
  • the search site server 8 transmits the advertisement information A to E received from the advertisement management server 4 together with the search result 8g performed based on the keyword 8f to the mobile phone terminal 2 (S. 11).
  • the search result 8g is displayed in the search result display frame 8c of the search site page 8a, and the advertisement information A to E is displayed in the advertisement information display frame 8d. Displayed as information 4a (S. 12).
  • the priority of each advertisement information A to E is set based on the ranking information hA to hE for each advertisement information A to E on the search site server 8 side or the mobile phone terminal 2 side.
  • the advertisement information 4a is displayed based on the ranking.
  • the keyword database 22 may be created individually for each terminal identification information 2b.
  • a keyword database 22 is individually created for each terminal identification information 2b, and keyword relevance information for indexing the relevance between keywords is individually set for each keyword database 22.
  • the keyword relevance information that is updated every time a keyword is acquired is also configured to be updated only for the keyword database 22 corresponding to the acquired terminal identification information 2b.
  • FIG. 1 is a schematic block diagram showing an overall configuration of an advertising system including an advertising information providing system for realizing an advertising information providing method according to an embodiment of the present invention.
  • FIG. 2 is an explanatory diagram showing a state where a search site page is displayed on the display unit of the mobile phone terminal shown in FIG. 1, where (a) shows a state before a keyword is input, and (b) shows a search result. And the state where advertisement information is displayed.
  • FIG. 3 is a block diagram showing an outline of the internal configuration of the advertisement management server shown in FIG. 1.
  • FIG. 4 is a block diagram showing an outline of the internal configuration of the database server shown in FIG. 1.
  • FIG. 5 is a structural diagram showing a data structure of a keyword database in the database shown in FIG.
  • FIG. 6 is a structural diagram showing the data structure of the advertisement database in the database shown in FIG.
  • FIG. 7 is a flowchart explaining a procedure for realizing the advertisement information providing method according to the embodiment of the present invention.
  • a to J Advertising information
  • Keyword database query database, part of database
  • a-22h Keyword database

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Abstract

La présente invention concerne un procédé, un système et un programme de fourniture d'informations publicitaires, ainsi qu'une base de données utilisée avec eux qui, en extrayant des informations publicitaires liées à d'autres informations de requête en rapport avec les informations de requête, peut être configurée pour fournir des informations publicitaires qui ne sont pas directement liées aux informations de requête entrées. L'invention peut être utile pour des utilisateurs et avoir un attrait publicitaire élevé pour les publicitaires. Ce procédé passe par une étape pour acquérir des mots-clés (8f, 22a) via un dispositif de terminal de téléphone mobile (2), une étape pour extraire d'autres mots-clés (22b, 22c) associés aux mots-clés (8f, 22a) à partir d'une base de données de mots-clés (22), une étape pour extraire des informations publicitaires (C-E) associées aux autres mots-clés (22b, 22c) à partir d'une base de données de publicités (24), ainsi qu'une étape pour fournir les informations publicitaires extraites (C-E).
PCT/JP2006/321648 2006-10-30 2006-10-30 Procédé, système et programme de fourniture d'informations publicitaires et base de données WO2008053516A1 (fr)

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JP2011175329A (ja) * 2010-02-23 2011-09-08 Dainippon Printing Co Ltd 電子チラシへの広告コンテンツ配信装置、広告コンテンツ配信システム、広告コンテンツ配信方法、及びプログラム
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JP2014066957A (ja) * 2012-09-27 2014-04-17 So-Net Corp 情報処理装置および広告情報提供方法
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JP2015079349A (ja) * 2013-10-17 2015-04-23 ヤフー株式会社 情報検索装置、情報検索方法、およびプログラム
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