WO2008056578A1 - Procédé de fourniture d'informations de publicité, système de fourniture d'informations de publicité et programme de fourniture d'informations de publicité - Google Patents
Procédé de fourniture d'informations de publicité, système de fourniture d'informations de publicité et programme de fourniture d'informations de publicité Download PDFInfo
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- WO2008056578A1 WO2008056578A1 PCT/JP2007/071193 JP2007071193W WO2008056578A1 WO 2008056578 A1 WO2008056578 A1 WO 2008056578A1 JP 2007071193 W JP2007071193 W JP 2007071193W WO 2008056578 A1 WO2008056578 A1 WO 2008056578A1
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- advertisement
- advertisement information
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- communication terminal
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- 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
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- 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
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
- G06Q30/0257—User requested
Definitions
- Advertisement information providing method advertisement information providing system, and advertisement information providing program technical field
- the present invention relates to an advertisement information providing method, an advertisement information providing system, and an advertisement information providing program for providing advertisement information to a communication terminal, and is particularly effective by using position information, time information, and the like.
- the present invention relates to a method of providing advertisement information that can provide advertisement information with high advertising effectiveness to communication terminals.
- 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.
- various information related to a search keyword can be obtained by accessing a search site where a keyword search can be performed by a search engine and inputting the search keyword.
- the news information of the day can be obtained by accessing a news distribution site operated and managed by a newspaper company.
- an advertisement display frame is provided on a part of the site page of the above-mentioned search site or news distribution site, and advertisement information is placed in the frame, so that It has been viewed by many Internet users and has a high advertising effect.
- advertisement information highly relevant to the keyword is displayed together with the search result (for example, refer to patent documents;! To 5).
- the displayed advertisement information is highly appealing and effective for the user.
- a service for accurately measuring the position of a mobile phone terminal (or a user thereof) by using a position measurement system such as GPS is also provided. According to this, even if it is difficult to grasp the surrounding situation in an unfamiliar place, it is possible to roughly grasp the surrounding situation by acquiring the location information of the mobile phone terminal (for example, (See Patent Documents 6 to 8.)
- Patent Document 1 Japanese Patent Application Laid-Open No. 2003-196509
- Patent Document 2 Special Table 2003--501729
- Patent Document 3 Special Table 2005--533327
- Patent Document 4 Special Table 2005--537591
- Patent Document 5 Special Table 2006--500699 Publication
- Patent Document 6 Japanese Patent Laid-Open No. 2001-306567
- Patent Document 7 Japanese Patent Laid-Open No. 2003-44552
- Patent Document 8 Japanese Unexamined Patent Application Publication No. 2004-310524
- the location is not limited to “Shibuya-ku Dogenzaka”, and it may be beneficial for the user to obtain a wide range of advertisement information about ramen shops in “Shibuya-ku Dogenzaka neighborhood”. Therefore, information on the ramen shop in “Shinsencho, Shibuya-ku” adjacent to Dogenzaka in Shibuya-ku can also be useful advertising information for users.
- the search information for “Shibuya-ku Dogenzaka” and “Ramen store” does not provide advertisement information for the Ramen store in “Shibuya-ku, Shinsen-cho”. It will end up.
- advertisement information in the vicinity corresponding to the user's location can be obtained. For example, if the user enters “Ramen shop” as a search keyword when the user is in an area near the boundary between “Shibuya-ku Dogenzaka” and “Shibuya-ku Shinsen-cho”, “Shibuya-ku Dogenzaka” and “Shibuya-ku Shinsen-cho” If it is possible to obtain advertisement information for ramen stores located in, it will be very convenient and useful for users, and it will be easy for advertisers to achieve high advertising effectiveness.
- the present invention has been made in view of the above circumstances, and by using position information, it is possible to widely provide advertisement information in the vicinity to the user without being bound by the place name. It is an exemplary problem to provide an advertisement information providing method, an advertisement information providing system, and an advertisement information providing program that are useful to the user and are high for the advertiser!
- an advertisement information providing method as an exemplary aspect of the present invention is an advertisement information providing method for providing advertisement information of an advertiser to a communication terminal, from the communication terminal.
- the advertisement information of the advertiser located in the predetermined range with the location corresponding to the position information acquired from the communication terminal as the base point is provided, the advertising information within the predetermined range from the base point can be widely provided. Therefore, the user (user) of the communication terminal can be provided with useful advertising information in the vicinity of the base point.
- the position information when the user displays a map around the destination on the communication terminal in order to check the route to the destination, information indicating a predetermined position (for example, the center position) of the map is used as the position information. It can also be. Providing advertisement information of advertisers located within a predetermined range based on the location corresponding to such location information, the location where the user is going, that is, the location where the user is interested Advertisement information can be provided. The advertisement information in the vicinity of the place where the user is interested can attract the user's attention and can expect a high advertisement effect immediately. Further, the position information may be acquired from a map displaying the current location of the user (for example, a map displayed on the display of the car navigation system).
- the position information acquisition step includes a step of acquiring predetermined information input via the communication terminal, a step of extracting place name information from the predetermined information, and position information associated with the place name information. And an extracting step.
- the advertisement information of the advertiser located within a predetermined range from the location corresponding to the location information associated with the location name information is provided to the communication terminal, it is within the predetermined range from the base point regardless of the location name. Can provide a wide range of advertising information. Therefore, the user (user) of the communication terminal can be provided with useful advertising information near the base point regardless of the place name.
- the predetermined position is set based on the position associated with "Shibuya-ku Dogenzaka”. If it is within the range, the advertiser's advertising information will be provided even if the address is “Shinsen-cho, Shibuya-ku”.
- the advertisement information providing method may further include a step of extracting the advertisement genre information from the predetermined information, and a step of extracting the advertisement information associated with the extracted advertisement genre information. . If advertising genre information is extracted and advertising information associated with the advertising genre information is extracted, it is possible to provide advertising information that is even more useful to the user.
- the advertising genre information information indicating the type of a store or a company can be considered. For example, a restaurant “electric appliance store” a pet shop “discount store” a convenience store can be exemplified.
- the position information acquired from the communication terminal is the position information of the communication terminal, and the step of extracting the advertisement information of the advertiser located within a predetermined range with the place corresponding to the position information of the communication terminal as a base point And may further include
- the location information is not included in the predetermined information, if the location information of the communication terminal is acquired and the advertisement information is extracted and provided based on the location information of the communication terminal, the advertisement in the vicinity of the user's location Main advertising information can be provided. Therefore, it is possible to provide advertising information that is beneficial to users and highly effective for advertisers.
- the predetermined range may be determined based on the administrative division. Since the predetermined range is determined based on the administrative division, the advertising information of the advertiser located in the administrative division corresponding to the location information or the adjacent administrative division can be provided to the user. Therefore, if the advertiser is located in the same administrative division as the administrative division corresponding to the location information, the advertising information of the advertiser located in a place away from the base point can be provided to the user.
- the adjacent administrative divisions are set as a predetermined range, even if the user is at the boundary of the administrative divisions, the advertisement information of the advertisers located in both adjacent administrative divisions, that is, for the user. Useful advertising information can be provided.
- the administrative division is a name indicating an area divided by administrative units. For example, “Tokyo,” “Kanj 11 prefectures”, and administrative divisions in units of Tatsu prefectures, There are also subdivided “Yokohama Pass” and “Shibuya Ward” !, and administrative divisions in Tatsu municipality.
- An advertisement information providing method is widely used from a location corresponding to position information acquired from a communication terminal. Detailed information on the advertisement information can be viewed via the communication terminal when the distance to the advertiser's location, the advertisement fee set for each advertisement information, or the advertisement information is provided to the communication terminal.
- the advertisement information and the ranking information are associated with each other and provided to the communication terminal, the advertisement information is displayed on the communication terminal in a priority order based on the ranking information, and the audio is played back.
- the advertisement information is displayed on the communication terminal in a priority order based on the ranking information, and the audio is played back.
- the method may further include a step of calculating the ranking information based on the following formula:
- Ranking information H is calculated based on the product of the advertising fee CPC set for each advertising information and the click expectation value CTR of the advertising information. Can be offered at.
- the ranking information H is smaller! /, The higher the priority is.
- the advertisement information providing method is directed to the distance from the location corresponding to the location information of the communication terminal to the advertiser's location, or the time when the location information of the communication terminal is acquired and the advertisement information to the communication terminal. And generating a ranking information based on at least one of a time difference from the time to be provided and communicating in association with the extracted advertisement information and the ranking information in the providing step described above. You may provide toward a terminal.
- the advertisement information and the ranking information are associated with each other and provided to the communication terminal, the advertisement information is displayed as an image or reproduced in a priority order based on the ranking information at the communication terminal. Can do. For example, it is possible to provide advertisement information that is more useful to the user with high priority by setting the ranking information of the advertiser's advertisement information close to the location corresponding to the location information of the communication terminal to high priority. it can.
- the ranking information is generated based on the time when the position information of the communication terminal is acquired, the position information (that is, new position information) acquired later is acquired. (Priority location information), and the ranking information of the advertiser's advertising information within the location range corresponding to the new location information is assigned to the advertiser within the predetermined range from the location corresponding to the old location information.
- the method may further include a step of calculating the ranking information based on the following formula:
- T Time difference between the time when the location information of the communication terminal was acquired and the time when advertisement information is provided to the communication terminal
- the communication terminal By calculating the ranking information H based on the product of the time difference T and the distance L, the communication terminal is newer! / Closer to the location corresponding to the location information! /, The higher the advertiser's advertising information! /, Can provide power in priority order. In this case, the ranking information H is smaller, and the lower the priority, Is expensive.
- An advertisement information providing system as another exemplary aspect of the present invention includes a place name database constructed by associating place name information and position information indicating a specific place corresponding to the place name information, and advertisement information. And an advertiser database constructed by associating the location of the advertiser corresponding to the advertisement information, a predetermined information acquisition unit for acquiring predetermined information input via a communication terminal, and place name information from the predetermined information A location name information extraction unit for extracting location information, a location information extraction unit for extracting location information associated with location name information from the location name database, and an advertisement located within a predetermined range from the location corresponding to the location information from the advertisement database An advertisement information extraction unit that extracts main advertisement information; and an advertisement information provision unit that provides the extracted advertisement information to a communication terminal.
- the location is within the predetermined range from the base point regardless of the location name.
- the predetermined information is a search keyword and the search keyword includes place name information such as "Shibuya-ku Dogenzaka"
- place name information such as "Shibuya-ku Dogenzaka”
- the location is within a predetermined range based on the position associated with "Shibuya-ku Dogenzaka”
- the address is “Shinsen-cho, Shibuya-ku”
- the advertiser's advertising information will be provided.
- An advertisement information providing program includes a computer, a predetermined information acquisition unit that acquires predetermined information input via a communication terminal, and extracts place name information from the predetermined information.
- Location information extraction unit location information extraction unit that extracts location information associated with the location name information
- advertisement information extraction unit that extracts advertisement information of advertisers located within a predetermined range based on the location corresponding to the location information
- function as an advertisement information providing unit that provides the extracted advertisement information to the communication terminal.
- the advertisement information of the advertiser located within a predetermined range is provided from the location corresponding to the location information associated with the location name information to the communication terminal, it is within the predetermined range from the base point regardless of the location name. Can provide a wide range of advertising information. Therefore, Users (users) of communication terminals can receive useful advertising information in the vicinity of the base point regardless of the place name.
- the predetermined information is a search keyword and the search keyword includes place name information such as "Shibuya-ku Dogenzaka"
- place name information such as "Shibuya-ku Dogenzaka”
- the location is within a predetermined range with the position associated with "Shibuya-ku Dogenzaka” as the base point, Even if the address is “Shinsen-cho, Shibuya-ku,” the advertiser's advertising information will be provided.
- 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 Embodiment 1 of the present invention.
- This advertisement system SS is composed of an advertisement information providing system S, a base station F, a mobile phone terminal (communication terminal) 2, a search site server 8, and the Internet W.
- the advertisement information providing system S is composed of an advertisement management server 4 And a database server 6.
- the advertisement management server 4 includes a predetermined information acquisition unit, a place name information extraction unit, a position information extraction unit, an advertisement genre information extraction unit, an advertisement information extraction unit, a ranking information generation unit, and an advertisement information provision unit.
- the server 6 has a place name database and 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 may be any terminal device capable of transmitting / receiving information to / from the advertisement management server 4, for example via the Internet W.
- a personal computer connected to the advertisement management server 4 may be used.
- the base station F is for performing wireless communication with the mobile phone terminal 2.
- Base station F is a telephone
- the mobile phone terminal 2 is connected to a network (not shown) to realize a call and the Internet W is also connected to the Internet W to realize the Internet connection. 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 F 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 transmit 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 F. . 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 F, or directly transmitted from the GPS satellite 10 to the base station F.
- GPS Global Positioning System
- FIG. 2 (a) is an explanatory diagram showing a state where the search site page 8 a of the search site server 8 is displayed on the display unit 2 a of the mobile phone terminal 2.
- the search site page 8a is displayed on the display unit 2a of the mobile phone terminal 2.
- the search site page 8a is provided with a search keyword input frame 8b, a search result display frame 8c, and an advertisement information display frame 8d.
- search keyword 8f is input to the search keyword input box 8b
- the search keyword 8f is transmitted to the search site server 8 via the Internet W.
- the search site server 8 performs an information search based on the search 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 where the search result 8 g is displayed on the display unit 2 a of the mobile phone terminal 2.
- Search result 8g is sent from search site server 8 to mobile phone 2 Then, as shown in FIG. 2 (b), the search result 8g is displayed in the search result display frame 8c.
- the advertisement information 4a extracted based on the search keyword 8f is also displayed in the advertisement information display frame 8d.
- the mobile phone terminal 2 has a function of measuring its own position information (terminal position information) 2p.
- the position information measurement function may be one that uses, for example, a GPS satellite 10 or one that measures position using information transmission / reception performed with a plurality of base stations F. Good. It also has a function of transmitting the measured terminal location information 2p to the base station F. At that time, information on the time tm when the terminal position information 2p is measured is also transmitted to the base station F.
- 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 of displaying the search site page 8a on the display unit 2a of the accessed mobile phone terminal 2, and based on the search keyword 8f input in the search keyword input frame 8b in the search site page 8a.
- it has a function of transmitting the search keyword 8f input in the search keyword input frame 8b to the advertisement management server 4 via the Internet W.
- the advertisement management server (computer) 4 is a server computer for providing advertisement information to the mobile phone terminal 2 via the Internet W, 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 advertisement management server 4 or the CPU 14 as a main part thereof as a predetermined information acquisition unit 14a, a place name information extraction unit 14b, a location information extraction unit 14c, an advertisement genre information extraction unit 14d, This is a program for causing the information extraction unit 14e, the ranking information generation unit 14f, and the advertisement information supply unit 14g to function.
- 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.
- a place name database 22 and an advertisement database 24 are stored in the storage device 20 .
- the advertisement management server 4 and the database server 6 are described separately. Of course, the functions of the advertisement management server 4 and the database server 6 are combined in one server. You may have both.
- the place name database 22 is a database configured by associating place name information and position information indicating a specific place corresponding to the place name information.
- FIG. 5 is a structural diagram showing the data structure of the place name database 22.
- the place name database 22 has place name information 22a as its internal data.
- the place name information 22a is information corresponding to address notation such as “Tokyo”, “Minato-ku”, etc. For example, even if it is information corresponding to landmarks such as “Tokyo Tower” and “Yokohama Station” Yo! / Location information 22b is associated with each place name information 22a.
- the position information 22b is information indicating a specific place corresponding to the place name information 22a, and is configured to include so-called GPS information including latitude and longitude information, for example.
- “Tokyo” as the place name information 22a includes the northeast latitude 35. 6895 ° (north latitude 35 degrees 41 minutes 22 seconds) and the east longitude 139 ⁇ 6917 ° ( East longitude 1 39 degrees 41 minutes 30 seconds).
- “Shibuya-ku” as the place name information 22a is associated with GPS information of the Shibuya-ku government office at latitude 35.6640 ° north and east longitude 139.6982 ° as position information 22b.
- “Dogenzaka” as the place name information 22a is associated with latitude 35.6582 ° north latitude and 139.69 77 ° east longitude as position information 22b indicating a specific place of Shibuya-ku Dogenzaka.
- “Shinsen-cho” is associated with latitude 35.5655 ° north latitude and 139.6925 ° east longitude as location information 22b indicating a specific location in Shinsen-cho, Shibuya-ku.
- place name information 22a corresponding to address notation or landmarks in Japan or around the world is associated with GPS information as position information 22b corresponding to the place name information 22a.
- the advertisement database 24 is a database configured by associating advertisement information with location information of an advertiser corresponding to the advertisement information.
- advertisement genre information, advertisement charges, and click expectation values are further associated with advertisement information.
- FIG. 6 is a structural diagram showing the data structure of the advertisement database 24.
- the advertisement database 24 has advertisement information 4a as its internal data.
- the advertisement information 4a is provided to the advertiser 24a via the Internet W for communication terminals such as mobile phone terminals 2 and personal computers. For example, as shown in Fig. 6, “Delicious ramen is in our shop!” It is configured with the words such as.
- the location information 24c is location information for specifying the location where the advertiser 24a providing the advertisement information 4a is located, and is configured with, for example, GPS information indicating the location of the advertiser 24a. Is done.
- the advertisement genre information 24d is classification information of advertisement contents assigned to each advertisement information 4a.
- the advertising genre information 24d “restaurant”, “electric appliance store”, “pet shop”, “discount store”, “convenience store”, etc. can be considered.
- the advertising journal information 24d has subcategory information such as “Japanese restaurant”, “Ramen restaurant”, “Italian restaurant” for the large classification information “Restaurant”! ! /
- the advertising fee 24f is a service consideration that the advertiser 24a promises to pay for the service of providing the advertising information 4a to the person who operates and manages the advertising information providing system S, that is, the advertising agency. It is preset for each advertisement information.
- the advertising fee 24f may be paid every time the advertising information 4a is provided to the mobile phone device 2! /, And the advertisement displayed on the display unit 2a of the mobile phone device 2 Payment may be generated each time information 4a is selected by the user and the detailed information is viewed.
- the expected click value 24g is information indicating the probability that the detailed information is browsed when the advertisement information 4a is displayed on the display unit 2a of the mobile phone terminal 2. That is, it is the ratio of the number of times the user is interested in selecting the advertisement information 4a and viewing the detailed information out of the number of times the advertisement information 4a is provided, and correlates with the popularity and effectiveness of the advertisement information 4a.
- the advertiser 24a, the advertising information 4a, The location information 24c, the advertisement genre information 24d, the advertisement fee 24f, and the expected click value 24g are associated with each other.
- the CPU 14 is a main part of the advertisement management server 4 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 providing program 18, the CPU 14 determines the predetermined information acquisition unit 14a, the place name information extraction unit 14b, the location information extraction unit 14c, the advertisement genre information extraction unit 14d, the advertisement information extraction unit 14e, and the ranking information. It functions as the generation unit 14f and advertisement information provision unit 14g. In addition, the terminal position information 2p transmitted from the mobile phone terminal 2 or the base station F and the function of acquiring the time (terminal position information measurement time) tm when the terminal position information is measured are also exhibited.
- the predetermined information acquisition unit 14a has a function of acquiring the search keyword 8f as the predetermined information input via the mobile phone terminal 2 from the search site server 8 via the Internet W.
- the predetermined information acquisition unit 14a may acquire the search keyword 8f directly from the mobile phone terminal 2 via the Internet W instead of from the search site server 8.
- the place name information extraction unit 14b has a function of extracting the place name information 22a from the acquired search keyword 8f. For example, if the search keyword 8f is “Shibuya-ku Dogenzaka Ramen store”, the portion of “Shibuya-ku Dogenzaka” is recognized from the search keyword 8f as the place name information 22a and extracted.
- the position information extraction unit 14c has a function of extracting the position information 22b associated with the place name information 22a from the place name database 22 based on the place name information 22a extracted from the search keyword 8f. For example, if the extracted place name information 22a is “Shibuya-ku Dogenzaka”, the location information 22b associated with “Dogenzaka” from the place name database 22 is information of “Latitude 35. 6582 °, East longitude 139.6977 °”. Extract.
- the advertisement genre information extraction unit 14d has a function of extracting the advertisement genre information 24d from the search keyword 8f. For example, when the search keyword 8f is “Shibuya-ku Dogenzaka Ramen store”, the “ramen store” portion is recognized from the search keyword 8f as the advertisement genre information 24d and extracted.
- the advertisement information extraction unit 14e falls within a predetermined range with a place corresponding to the position information 22b as a base point. It has a function to extract the advertisement information 4a of the advertiser 24a located from the advertisement database 24.
- “within a predetermined range” means, for example, that the distance from the location corresponding to the position information 22b is within a radius of 100 m or within a radius of 500 m.
- the location corresponding to “North latitude 35. 6582 ° and East longitude 139. 6977 °” extracted as location information 22b corresponding to “Shibuya-ku Dogenzaka” as the place name information 22a is used as a base point.
- the advertiser 24a having the location information 24c within a radius of 100 m is selected, and the advertisement information 4a of the advertiser 24a is extracted.
- the advertisement information 4a of the advertiser 24a within the predetermined range is extracted from the place corresponding to the location information 22b as a base point, the address name power S where the advertiser 24a is located is "Shibuya-ku Dogenzaka"
- the advertisement information 4a is extracted if it is within the specified range regardless of whether it is “Shibuya-ku Shinsen-cho”.
- the advertisement information extracting unit 14e has a predetermined range based on the distance from the location corresponding to the position information 22b.
- a range may be defined.
- the location information 22b is information indicating the administrative division such as “Shibuya-ku”
- the location information 24c of the advertisement database 24 may be information indicating the administrative division.
- the location information extraction unit 14c extracts "Shibuya Ward” as the location information 22b from the place name information 22a "Shibuya Ward Dogenzaka", and the advertisement information extraction unit 14e determines the location information of "Shibuya Ward” It is possible to select the advertiser 24a to be 24c and extract the advertisement information 4a of the advertiser 24a. That is, the advertisement information 4a of the advertiser 24a located in the same administrative division can be extracted regardless of the distance of the place force corresponding to the position information 22b.
- the information indicating the administrative division as the location information 22b and the location information 24c may be "Shibuya-ku” and! /, And the character information! /, And "13113" and! / It may be code information (local government code).
- the predetermined range may be configured to include not only the same administrative division but also other administrative divisions. For example, if “Shibuya Ward” is extracted as the location information 22b, “Minato Ward” and “Setagaya Ward” adjacent to “Shibuya Ward” are also within the predetermined range, and the advertisement information with these administrative divisions as location information 24c 4a may be extracted. [0082] Further, a predetermined range may be determined based on a combination of the distance and the administrative division.
- the administrative division and GPS information are extracted from the place name information 22a as the location information 22b, and the range corresponding to the GPS information is used as a base point, and the range within a radius of 500m and “Shibuya Ward” is a predetermined range. It can be.
- the advertisement information extraction unit 14e extracts only the advertisement information 4a associated with the advertisement genre information 24d of "ramen store” from the extracted advertisement information 4a. If the advertising genre information 24d does not have sub-category information with “Ramen shop”! /, Only the advertising information 4a associated with the “dinner” that is the major classification information is extracted.
- the ranking information generation unit 14f generates the ranking information H for each of the advertisement information 4a indicating the priority when the extracted advertisement information 4a is displayed on the display unit 2a of the mobile phone terminal 2. It has a function.
- the ranking information H is associated with the advertisement information 4a and provided to the mobile phone terminal 2 via the Internet W by the advertisement information providing unit 14g.
- the extracted advertisement information 4a and ranking information H are associated with each other and transmitted to the search site server 8 via the Internet W, and the search result 8g is sent to the mobile phone terminal 2 from the search site server. It may also be provided for.
- the mobile phone terminal 2 is displayed with a higher priority! / And with the higher priority as the advertisement information 4a.
- “with higher priority” means “higher”, “with a larger display mode”, “with a more emphasized display mode”, “with higher frequency”, and “with longer time”. It is a concept that includes.
- the ranking information H is the advertising fee 24f for each advertising information 4a, the click expected value 24g for each advertising information 4a, the location corresponding to the location information 22b associated with the place name information 22a, and the location of the advertiser 2 4a Distance Lp, the location force corresponding to the location information 2p of the mobile phone 2 and the distance Lm to the location of the advertiser 24a, the location information of the terminal that measured the location information 2p, tm and the advertisement information 4a Advertisement information provided to the mobile phone 2 is generated based on at least one of the time differences T from the time ta.
- the ranking information generation method will be described below.
- [0087] [Ranking information generation method] In the description of the ranking information generation method, generation of ranking information H4 and H5 of advertisement information 4a and advertisement information 5a (not shown) will be described. Here, it is assumed that the advertisement information 5a is associated with the advertiser 25a, the location information 25c, the advertisement genre information 25d, the advertisement fee 25f, and the click expectation value 25g (all not shown).
- the ranking information H4, H5 is generated so that the priority ratio is set according to the amount ratio between the advertising fee 24f of the advertising information 4a and the advertising fee 25f of the advertising information 5a.
- the ranking information H4 and H5 is generated so that the priority ratio between the advertising information 4a and the advertising information 5a is 7: 3.
- advertisement information 4a is preferentially provided 7 times and advertisement information 5a is preferentially provided 3 times out of 10 times of advertisement information provision. Also, for example, the advertisement information 4a is given priority for 7 minutes and the advertisement information 5a is given priority for 3 minutes in the advertisement information provision time of 10 minutes.
- each advertising information 4a, 5a a plurality of different advertising charges are set according to the distance Lp, and priorities are set based on the plurality of advertising charges and the distance Lp. It is also possible to generate information H4 and H5.
- the location force corresponding to the location information 24c of the advertiser 24a is also the distance to the location corresponding to the location information 22b.
- the advertising fee P20 is set to a smaller amount than the advertising fee P0.
- the advertising fee P26 is set smaller than the advertising fee P6 and set to the monetary value.
- the advertising fee CPC of advertising information 4a is defined by the function f (Lp), and the advertising fee CPC of advertising information 5a is defined by the function g (Lp).
- ranking information H4, H5 is generated so that the priority order of the advertising information 4a, 5a is set.
- the priority of advertisement information can be set according to the advertisement fee, and equitable advertisement information can be provided to advertisers who pay the advertisement fee.
- the advertising fee is configured to change according to the distance Lp and the priority of the advertising information is set according to the advertising fee, the advertising fee will be charged according to the advertising effect and an equitable advertisement for the advertising fee. Information can be provided at the same time.
- the power described when the advertising fee CPC of each advertising information 4a, 5a changes according to the distance Lp.
- the advertisement fee CPC of each advertisement information 4a, 5a may be changed according to the distance Lm to the location corresponding to the terminal position information 2p of 2.
- the time difference T is the time difference (ta — tm) between the advertisement information provision time ta and the terminal location information measurement time tm.
- T! the time difference between the advertisement information provision time ta and the terminal location information measurement time tm.
- the terminal location information measurement time tm is old (that is, it is older), and the mobile phone terminal 2 is a place corresponding to the measured terminal location information 2p. This means that the probability of being in the vicinity is low.
- the advertisement management server 4 acquires the terminal location information 2p and the terminal location information measurement time tm from the mobile phone terminal 2 or the base station F, the time difference T is calculated based on the terminal location information measurement time tm. Then, the ranking information H4 of the advertisement information 4a extracted based on the terminal position information 2p when the time difference T is small is extracted based on the terminal position information 2p when the time difference T is large. Advertising information 5a ranking information Higher priority than H5 Both ranking information H4 and H5 are generated so as to be ranked.
- the priority of advertisement information related to a new time with a small time difference T is set higher than the priority of advertisement information related to an old time with a large time difference T. Therefore, it is possible to preferentially provide advertisement information that is more useful for users and more effective for advertisers.
- the distance Lp means the distance from the location corresponding to the location information 22b associated with the place name information 22a to the location of the advertisers 24a and 25a (location corresponding to the location information 24c and 25c).
- the distance Lm means the distance from the location corresponding to the measured terminal location information 2p to the location of the advertisers 24a and 25a. Therefore, if the distances Lp and Lm for the advertiser 24a are smaller (closer) than the distances Lp and Lm for the advertiser 25a, the advertising information 4a is more beneficial for the user than the advertising information 5a. .
- the ranking information H4 of the advertising information 4a of the advertiser 24a when the distances Lp and Lm are small is the ranking information H5 of the advertising information 5a of the advertiser 25a when the distances Lp and Lm are large
- Both ranking information H4 and H5 are generated so that the priority is higher.
- the ranking information H is
- cl is a time difference weighting coefficient
- c2 is a distance weighting coefficient
- ranking information based on the time difference T is set by setting the time difference weighting coefficient cl large.
- the contribution to ranking information by the distance Lm can be increased by increasing the contribution to, or by setting the distance weighting coefficient c2 large.
- the expected click values 24g and 25g are numerical values indicating the probability that detailed information of the advertisement information 4a and 5a will be viewed when the advertisement information 4a and 5a is provided to the display unit 2a of the mobile phone terminal 2. Compared to the case where the advertisement information 4a, 5a is only provided to the display unit 2a, it is considered that the detailed advertisement information 4a, 5a was viewed with a very high advertising effect.
- each ranking information H4, H5 is generated so as to be set high.
- the click expectation value CTR of a certain advertisement information can be further changed as a function of the distance L function to further improve the ranking accuracy.
- the distance L is the distance Lp between the location corresponding to the location information 22b associated with the place name information 22a and the advertiser's location as necessary, the location L and the location corresponding to the terminal location information 2p
- the distance to the Lord's location may be Lm! /.
- the click expectation value CTR including the distance function is a numerical value that varies based on the distance L, and can be represented by the function j (L) of the distance L.
- the click expectation value CTR decreases as the distance L increases.
- the ranking information generating unit 14f uses a tag corresponding to the distance L for each of the advertisement information 4a and 5a. Estimate the expected CTR.
- the estimation calculation is performed based on a learning calculation using a neural network. For example, when the advertisement information 4a is provided to the display unit 2a of the mobile phone terminal 2, the distance L at that time and information on whether or not the detailed information of the advertisement information 4a has been browsed are obtained, and statistical data is obtained. Accumulate.
- a plurality of triangles in FIG. 8 indicate the distribution of the measured value R of the detailed information browsing probability (click expected value 24g) of the advertisement information 4a at each distance L.
- the click expectation value CTR of the advertisement information 4a at each distance L is estimated.
- ranking information H4 of advertisement information 4a is generated.
- the ranking information H (H4, H5) of the advertising information 4a, 5a can also be calculated based on the following formula! / .
- H k2 / (CPC X CTR) (where k2 is a coefficient)
- the higher priority is set.
- the higher the advertising fee CPC which fluctuates according to the distance L (Lp, Lm), and the higher the click expectation value CTR, the smaller the ranking information H for that advertising information, and the higher the priority. Set high. Accordingly, it is possible to provide advertising information in an equitable manner, and it is possible to give priority to providing advertising information that is highly effective for advertisers.
- FIGS. 9 illustrates the case where the place name information 22a is included in the search keyword 8f
- FIG. 10 illustrates the case where the place name information 22a is included in the search keyword 8f! / ,! /!
- the search site page 8a is displayed on the display unit 2a (S. 1).
- the search site page When the user enters “Shibuya-ku Dogenzaka Ramen store” as the search keyword 8f (S. 2) in the search keyword input field 8b of the page 8a, the search keyword 8f is sent to the search site server 8 via the Internet W. Sent (S.3). At the same time, the search keyword 8f is transmitted from the search site server 8 to the advertisement management server 4 via the Internet W (S. 4).
- the predetermined information acquisition unit 14a acquires the search keyword 8f (S. 5), and the place name information extraction unit 14b reads "Shibuya-ku Dogenzaka" as the place name information 22a from the search keyword 8f. Is extracted (S. 6).
- the location information extraction unit 14c searches the location name database 22 for “Shibuya-ku Dogenzaka”. 35. 6582 °, east longitude 139.6977 ° ”(S. 7).
- the advertising genre information extracting unit 14d extracts “ramen store” as the advertising genre information 24d from the search keyword 8f (S. 8).
- the advertisement information extraction unit 14e is located within a radius of 100m from the location corresponding to the location information 22b based on "North latitude 35. 6582 °, East longitude 139. 69 77 °" as the location information 22b.
- the advertisement information 4a of the advertiser 24a is extracted (S. 9). Specifically, based on the location information 24c and location information 22b associated with each advertisement information 4a in the advertisement database 24, the distance between the location corresponding to the location information 22b and the location corresponding to the location information 24c. If the distance is within 100m, the advertisement information 4a is extracted.
- the advertisement information extracting unit 14e is associated with the advertisement genre information 24d of the "ramen store” based on the "ramen store” as the advertisement genre information 24d extracted from the search keyword 8f.
- the advertisement information 4a is extracted (S. 10). Specifically, all advertisement genre information associated with each advertisement information in the advertisement database 24 is examined, and only the advertisement information 4a whose advertisement genre information 24d is “ramen store” is extracted.
- the advertisement information extraction unit 14e does not check the advertisement genre information of all the advertisement information in the advertisement database 24, but only the advertisement genre information of the advertisement information extracted as the distance is within 100m. May be.
- the advertising genre information associated with the advertising information in the advertising database 24 does not necessarily match the advertising genre information extracted from the search keyword 8f. For example, “ramen store”, “restaurant”, “computer”
- the advertisement information may be extracted when there is a certain degree of relevance, such as “” and “Electrical stores”.
- the ranking information generating unit 14f finally extracts the advertisement information 4a (that is, the advertisement genre information 24d out of the advertisement information 4a of the advertiser 24a located within 100m from the location corresponding to the position information 22b).
- the ranking information H is generated for each advertising information 4a) whose is a “ramen store” (S. 11). As described above, the ranking information is generated based on at least one of the advertising fee 24f, the click expectation value 24g, and the distance Lp.
- the advertisement information providing unit 14g associates the finally extracted advertisement information 4a with the ranking information H, and transmits it to the search site server 8 via the Internet W (S. 12).
- the search site server 8 transmits the advertisement information 4a received from the advertisement management server 4 together with the search result 8g based on the search keyword 8f to the mobile phone terminal 2 (S. 13).
- the search result 8g is displayed in the search result display frame 8c of the search site page 8a, and the advertisement information 4a is displayed in the advertisement information display frame 8d (S. 14). ).
- the priority of each advertisement information 4a is set on the search site Sano side or the mobile phone terminal 2 side based on the ranking information H for each advertisement information 4a, and the advertisement is based on that priority! / Information 4a is displayed.
- the search site page 8a is displayed on the display unit 2a (S. 21).
- the search keyword 8f is transmitted to the search site server 8 via the Internet W. (S. 23).
- the search keyword 8f is transmitted from the search site server 8 to the advertisement management server 4 via the Internet W (S. 24).
- the predetermined information acquisition unit 14a acquires the search keyword 8f (S. 25). If it is determined that there is no place name information 22a in the search keyword 8f (S. 26), the place name information extracting unit 14b reads the terminal position information 2p previously measured by the mobile phone terminal 2 and the GPS satellite 10 and the position information 2p. The terminal location information measurement time tm when the terminal location information 2p is measured is acquired from the mobile phone terminal 2 or the base station F (S. 27). Further, the advertising genre information extracting unit 14d extracts “ramen store” as the advertising genre information 24d from the search keyword 8f (S. 28).
- the advertisement information extraction unit 14e extracts the advertisement information 4a of the advertiser 24a located within a radius of 100 m from the place corresponding to the terminal position information 2p (S. 29). Specifically, based on the location information 24c associated with each advertisement information 4a in the advertisement database 24 and the device location information 2p! /, Corresponding to the location and location information 24c corresponding to the device location information 2p If the distance is within 100m, the advertisement information 4a is extracted.
- the advertisement information extracting unit 14e is associated with the advertisement genre information 24d of the "ramen store” based on the "ramen store” as the advertisement genre information 24d extracted from the search keyword 8f.
- the advertisement information 4a is extracted (S. 30). Specifically, all advertisement genre information associated with each advertisement information in the advertisement database 24 is examined, and only the advertisement information 4a whose advertisement genre information 24d is “ramen store” is extracted.
- the advertisement information extraction unit 14e does not check the advertisement genre information of all the advertisement information in the advertisement database 24, but only the advertisement genre information of the advertisement information extracted as the distance is within 100m. May be.
- the advertising genre information associated with the advertising information in the advertising database 24 does not necessarily match the advertising genre information extracted from the search keyword 8f. For example, “Ramen restaurant”, “Restaurant”, “PC”
- the advertisement information may be extracted when there is a certain level of relevance, such as “electronics store”.
- the ranking information generation unit 14f uses the advertisement information 4a finally extracted (that is, the advertisement genre of the advertisement information 4a of the advertiser 24a located within 100m from the location corresponding to the terminal position information 2p).
- the ranking information H is generated for each advertising information 4a) whose information 24d is “ramen store” (S. 31). As described above, the ranking information is generated based on at least one of the advertising fee 24f, the expected click value 24g, the distance Lm, and the time difference T.
- the advertisement information providing unit 14g associates the finally extracted advertisement information 4a with the ranking information H, and transmits it to the search site server 8 via the Internet W (S. 32).
- the search site server 8 transmits the advertisement information 4a received from the advertisement management server 4 to the mobile phone terminal 2 together with the search result 8g based on the search keyword 8f (S. 3). 3).
- the search result 8g is displayed in the search result display frame 8c of the search site page 8a, and the advertisement information 4a is displayed in the advertisement information display frame 8d (S. 34).
- the priority of each advertisement information 4a is set on the search site Sano side or the mobile phone terminal 2 side based on the ranking information H for each advertisement information 4a, and the advertisement is based on that priority! / Information 4a is displayed.
- the place name information 22a is not included in the search keyword 8f and the position information 22b cannot be extracted, or if the advertiser 24a is within a predetermined range from the location corresponding to the position information 22b.
- the mobile phone terminal 2 may be configured such that wide area advertisement information is provided to the mobile phone terminal 2.
- Wide-area advertising information is not selected based on location information! /, And is advertising information such as advertising information of chain stores nationwide, advertising information of various products and companies, etc. Etc. are included. Even if the location information 22b cannot be extracted, the advertisement information of chain stores nationwide can be expected to have a certain advertising effect, and is useful for users.
- the advertisement information display frame 8d of the display unit 2a can be effectively used without being wasted.
- Embodiment 2 of the present invention An advertisement information providing method according to Embodiment 2 of the present invention will be described with reference to the drawings. Note that in the second embodiment, the same components as those in the first embodiment are denoted by the same reference numerals, and the description thereof is omitted.
- FIG. 11 is a diagram showing a state in which the map 26 is displayed on the display unit 2 a of the mobile phone terminal 2.
- the map 26 is displayed on the display unit 2a by the user's own operation.
- the scene where the map 26 is displayed on the display unit 2a is a concept in which a map around the restaurant is displayed on the display unit 2a in order to check the route to the restaurant that the user is scheduled to visit. can do.
- the region displayed on the map 26 is the region displayed by the user's own operation, that is, the region where the user is interested (! /)! #2.
- the position information extraction unit 14c extracts the information of "Shibuya Ward" as the position information 22b of the center position 26a of the map 26.
- the advertisement information extraction unit 14e has a function of extracting the advertisement information 4a of the advertiser 24a located within a predetermined range from the place corresponding to "Shibuya Ward" extracted as the position information 22b from the advertisement database 24.
- “within the predetermined range” in the second embodiment means that it is within the same administrative division as the place corresponding to the location information 22b.
- the location (administrative division) corresponding to “North latitude 35. 6582 °, east longitude 139.6977 °” extracted as location information 22b is “Shibuya-ku”, and the same administrative division is “Shibuya-ku”.
- the advertisement information 4a of the advertiser 24a having the location information 24c is extracted from the advertisement database 24.
- the administrative division unit that defines the predetermined range may be a prefectural unit (for example, “Tokyo”).
- the ranking information generation unit 14f generates the ranking information H for each of the advertising information 4a indicating the priority when the extracted advertising information 4a is displayed on the display unit 2a of the mobile phone terminal 2. Therefore, the force S and the generation method thereof are the same as those described in the first embodiment, and are therefore omitted.
- the mobile phone terminal 2 is similar to the first embodiment in that the higher priority advertisement information 4a is displayed with higher priority.
- the advertisement information is displayed based on the position information 22b of the new area of interest. 4a is extracted and displayed on the display unit 2a.
- FIG. 1 Advertisement information provision for realizing the advertisement information provision method according to Embodiment 1 of the present invention. It is a schematic block diagram which shows the whole structure of the advertisement system containing a provision system.
- 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 ⁇ indicates a state before inputting a search keyword, and (b) indicates a search result and Indicates the state where the 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 the data structure of the place name 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 graph showing the relationship between the advertising fee CPC and the distance L.
- FIG. 8 is a graph showing the relationship between expected click value CTR and distance L.
- FIG. 9 is a flowchart explaining a procedure for realizing the advertisement information providing method according to Embodiment 1 of the present invention, and shows a case where place name information is included in a search keyword.
- FIG. 10 is a flowchart for explaining a procedure for realizing the advertisement information providing method according to Embodiment 1 of the present invention, showing a case where place name information is not included in a search keyword.
- FIG. 11 is a diagram showing a state in which a map is displayed on the display unit of the mobile phone terminal in the advertisement information providing method according to Embodiment 2 of the present invention.
Description
Claims
Priority Applications (3)
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JP2008543039A JP4327899B2 (ja) | 2006-11-08 | 2007-10-31 | 広告情報提供方法、広告情報提供システム及び広告情報提供プログラム |
US12/256,760 US20090055273A1 (en) | 2006-11-08 | 2008-10-23 | Method of providing advertising information, system for providing advertising information, and program for providing advertising information |
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- 2007-10-31 WO PCT/JP2007/071193 patent/WO2008056578A1/ja active Application Filing
- 2007-10-31 EP EP07830927A patent/EP2081141A4/en not_active Withdrawn
- 2007-10-31 KR KR1020087026067A patent/KR20090076798A/ko not_active Application Discontinuation
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US9098590B2 (en) | 2008-07-14 | 2015-08-04 | Google Inc. | Content item selection |
JP2011528472A (ja) * | 2008-07-14 | 2011-11-17 | グーグル・インコーポレーテッド | コンテンツアイテムの選択 |
JP2010039898A (ja) * | 2008-08-07 | 2010-02-18 | Hitachi Ltd | 広告配信システム、広告配信装置および広告配信方法 |
WO2010052859A1 (ja) * | 2008-11-04 | 2010-05-14 | パナソニック株式会社 | 広告音制御装置、集積回路、広告音制御方法、広告音制御プログラム及び記録媒体 |
JP2012509633A (ja) * | 2008-11-20 | 2012-04-19 | ノーテル・ネットワークス・リミテッド | 傾向の識別に基づくユーザへのカスタマイズ情報の提供 |
JP2010140355A (ja) * | 2008-12-12 | 2010-06-24 | Ntt Docomo Inc | 情報検索システム及び情報検索方法 |
WO2010084610A1 (ja) * | 2009-01-23 | 2010-07-29 | 株式会社シリウステクノロジーズ | 広告情報配信装置、広告情報配信方法及び広告情報配信プログラム |
JP5230754B2 (ja) * | 2009-01-23 | 2013-07-10 | ヤフー株式会社 | 広告情報配信装置、広告情報配信方法及び広告情報配信プログラム |
JP2010238024A (ja) * | 2009-03-31 | 2010-10-21 | Zenrin Datacom Co Ltd | 広告提供装置及びプログラム |
JP2013092894A (ja) * | 2011-10-25 | 2013-05-16 | Nippon Telegr & Teleph Corp <Ntt> | クエリ推薦装置及び方法及びプログラム |
JP2015001955A (ja) * | 2013-06-18 | 2015-01-05 | ヤフー株式会社 | 収益指標値生成システム及び収益指標値生成方法 |
JP2018110036A (ja) * | 2014-09-19 | 2018-07-12 | ヤフー株式会社 | 広告配信装置、広告配信方法および広告配信プログラム |
JP2018529151A (ja) * | 2015-07-29 | 2018-10-04 | ワン キム ソン | 広告ウェブサイトを利用したオンライン広告方法 |
JP2020038694A (ja) * | 2015-07-29 | 2020-03-12 | ワン キム ソン | 広告ウェブサイトを利用したオンライン広告方法 |
JP2016040719A (ja) * | 2015-09-17 | 2016-03-24 | ヤフー株式会社 | 収益指標値生成システム及び収益指標値生成方法 |
Also Published As
Publication number | Publication date |
---|---|
CN101443803A (zh) | 2009-05-27 |
EP2081141A4 (en) | 2012-01-25 |
KR20090076798A (ko) | 2009-07-13 |
JP4327899B2 (ja) | 2009-09-09 |
EP2081141A1 (en) | 2009-07-22 |
JPWO2008056578A1 (ja) | 2010-02-25 |
US20090055273A1 (en) | 2009-02-26 |
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