WO2008059692A1 - Procédé d'offre d'informations publicitaires, système d'offre d'informations publicitaires, et programme d'offre d'informations publicitaires - Google Patents

Procédé d'offre d'informations publicitaires, système d'offre d'informations publicitaires, et programme d'offre d'informations publicitaires Download PDF

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Publication number
WO2008059692A1
WO2008059692A1 PCT/JP2007/070375 JP2007070375W WO2008059692A1 WO 2008059692 A1 WO2008059692 A1 WO 2008059692A1 JP 2007070375 W JP2007070375 W JP 2007070375W WO 2008059692 A1 WO2008059692 A1 WO 2008059692A1
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WIPO (PCT)
Prior art keywords
information
user
advertisement information
advertisement
behavior history
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PCT/JP2007/070375
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English (en)
Japanese (ja)
Inventor
Hajime Hotta
Original Assignee
Hajime Hotta
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.)
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Publication date
Application filed by Hajime Hotta filed Critical Hajime Hotta
Priority to JP2008544099A priority Critical patent/JPWO2008059692A1/ja
Publication of WO2008059692A1 publication Critical patent/WO2008059692A1/fr

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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

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.
  • an advertisement information providing method By using information related to a related party such as a friend, the user's
  • the present invention relates to a method for providing advertisement information that can provide advertisement information reflecting potential preferences and enhance its effectiveness.
  • advertisement information also referred to as advertisement information distribution
  • communication terminals such as computers having a communication function via a communication network such as the Internet
  • advertisement information distribution has been actively performed.
  • the penetration rate of mobile phone terminals and computers has been increasing, and we can expect high advertising effects by providing advertising information.
  • the provision of advertisement information toward a communication terminal is performed by, for example, displaying the advertisement information in an advertisement placement frame configured in a Web page displayed on the communication terminal.
  • a web page for example, a management site such as a portal site, news site, search site, etc.
  • Information on the content of the web page and advertisements on that web page Information about the position and size of the placement frame, information about the contents of the advertisement (advertisement information), etc. are stored in advance.
  • information about the advertisement placement space and advertisement information are transmitted to the communication terminal together with information about the WEB page.
  • Such a web page is sometimes called an advertising page.
  • the contents of the WEB page are displayed on the communication terminal side, and an advertisement placement frame is configured at a predetermined position and a predetermined size in the WEB page.
  • Advertisement information is displayed in the placement frame.
  • Advertising information includes various text information and image information, and simple information about products and services that the advertiser wants to provide is recorded. It's posted! / Then, when the user knows more details about the product! / And clicks (selects) the advertisement information, the detailed information about the advertisement information is displayed, or the advertiser The web page to be managed is displayed. Therefore, the advertising information is selected by the user, and the advertising effect is further enhanced.
  • Advertisement information is often provided by an advertising agency.
  • the advertising agency receives a request for providing advertisement information from the advertiser, and provides the advertisement information to various advertisement placement pages.
  • the advertising effect of the advertisement provision increases with the number of users provided or with the number of times selected by the user after provision.
  • advertisements such as user segmentation advertisements and user behavior marketing advertisements are used so that advertisement information is provided to many users and selected by many users.
  • Information provision methods have been used in the past.
  • the user segmentation advertisement is a method for providing advertisement information according to personal information such as a user's sex, age, or address. Specifically, for example, advertisement information related to “cars” and “sports” that are likely to attract male interest to male users, “clothes” that tend to attract female interest to female users, and so on. This is a method of providing advertisement information related to “cosmetics” and advertisement information according to the age group of older and younger users.
  • user behavior marketing advertising is based on the user's behavior history! /, And the user's preference is estimated and analyzed, and the advertisement information is selectively selected according to the analysis result. It is a way to provide. For example, based on the products that the user purchased in the past in the past, the information on the WEB page that the user browsed, the past keyword search history, etc. [0010] Examples of such advertisement information providing methods include those disclosed in Patent Documents 1 and 2, for example.
  • Patent Document 1 No. 00-077646
  • Patent Document 2 Japanese Patent Application Laid-Open No. 11 282393
  • the type of advertisement information provided by the user segmentation advertisement is also fixed. Also provided by user behavior marketing advertisements, where the user's behavior history will not fluctuate significantly if the user tends to browse the same web page or purchase the same kind of product or power The advertisement information that is made is also fixed. Therefore, the provision of advertisement information through user segmentation advertisements and user behavior marketing advertisements has the problem that the advertisement information provided does not change, and the user's interest in advertisement information cannot continue to be attracted. Of course, if the user's interest cannot be attracted, the advertisement information will not be selected, and the advertising effectiveness will be reduced.
  • advertisement information is selected and provided based on the user's personal information and the user's own action history, and therefore is directly related to the user's personality and behavior. In other words, there is a tendency to provide advertising information that is related to the content, in other words, advertising information based on obvious preferences.
  • the user may have a potential preference other than an explicit preference.
  • This potential preference is a preference that the user himself / herself is not aware of, and that potentially attracts the user's own interest.
  • Such potential preferences do not appear in the user's own personality or behavior, but often appear in “friend preferences” in an indirect relationship with the user.
  • the present invention has been made in view of the above circumstances, and is intended to provide advertisement information that reflects potential preferences as well as explicit preferences to users who use communication terminals.
  • the advertising information provision method, the advertising information provision system, and the advertising information provision system that can maintain the high advertising effect by providing users with a variety of advertising information while revealing new preferences of users with high accuracy
  • An example is to provide an advertising information provision program.
  • an advertisement information providing method includes a step of acquiring user information for identifying a user of a communication terminal, and user information and use Based on a registration database constructed by correlating related party information for identifying related parties and related party action history information for indexing the related party's action history! /, The step of extracting related party action history information corresponding to the related party action history, and the first advertisement from the advertisement information database storing a plurality of pieces of advertisement information based on the extracted related party action history information Extracting the information, and providing the extracted first advertisement information to the communication terminal.
  • the first advertisement information is extracted based on the related party action history information indicating the related person's action history, it is possible to extract the advertisement information reflecting the user's potential preference.
  • advertising information that reflects potential preferences, it can contribute to the realization of potential preferences of users, and can also be used to discover new preferences of users.
  • the probability that the advertisement information is selected by the user can be increased, and a high advertising effect can be obtained.
  • the user's personal information and behavior history are not related. Since advertisement information is provided based on the behavior history of the person in charge, it is possible to provide a variety of advertisement information while attracting a certain interest of the user.
  • the related party action history information is information indicating the past action history of the related person.
  • search history information information indicating the past action history of the related person.
  • search history information Information on keywords included in web pages browsed in the past (browsing history information) and information on products purchased using the Internet in the past (product purchase history information).
  • the user information may be anything that can identify the user who uses the communication terminal.
  • user ID (identification) information registered in advance or an e-mail address of the user may be used. It may be terminal ro information for identifying the communication terminal used by the user.
  • the related party information is information correlated with the user information, and may be any information that can identify the related party.
  • the related party ro information or the e-mail address of the related party may be used. It can be! /, And of course the terminal ID can be used to identify the communication terminal used by the parties involved! /.
  • SNS social 'network' service
  • the number of users who register their own information (user information) and related party information in the registration database on SNS has increased rapidly in recent years, and the advertisement information providing method according to the present invention using these registration databases. By realizing the above, it will be possible to provide advertising information that matches the potential preferences to more users.
  • the advertisement information providing method according to the present invention can be realized using a registration database related to users of an auction site, shopping site, news distribution site, etc. using the Internet.
  • the registration database by the favorite registration of blogs (i.e., registration of other blogs to their blog by the blog publisher), the blog publisher and other blog publishers are set as related parties. By doing so, the method according to the present invention can be realized.
  • a related person generally refers to a related person (direct related person) registered by a user as a related person. This means, of course, those related to the direct related parties (indirect related parties) and even those related to the chain.
  • related parties may include friends, mere acquaintances, and persons who have had some kind of transaction in the past. For example, those who buy and sell at the Internet auction site, sellers and purchasers of the Internet shopping site, those who purchase the same type of products at the site, the blog opener and readers, the same theme on the Internet bulletin board The persons who exchanged opinions on the above may be considered as the relationship between users and related parties.
  • This registration database is not limited to a single database. In other words, even if the user information of one user and the user information of other users are stored in different databases, the user 1 and other users have friendships (internets). If there is a relationship between the customer information and the related party information, the transaction information on the online auction site and the relationship between the seller and purchaser of the Internet shopping site) It is included in the gist of the present invention.
  • “Constructed in association with each other” means that user information and related party information are pre-associated with each other, or “not related in advance but related when advertisement information is provided” Including "when done”.
  • the method further includes a step of extracting closeness information indicating the closeness between the user and the related person based on the user information.
  • the advertisement information extracting step the closeness information and the related party action history information are included.
  • the first advertisement information may be extracted based on the above.
  • the potential preference of the user can be further reflected in the advertisement information extracted based on the familiarity information and the related person history information. If advertising information reflecting potential preferences is provided to users, the effectiveness of advertising to users can be enhanced.
  • the intimacy information is information indicating the closeness (intimacy) between the user and the related party.
  • the intimacy with the related party is evaluated by the user himself with a stepwise numerical value. It may be.
  • the intimacy of the slowest related party who has the highest intimacy of the first registered related party is highest. It can also be set low.
  • An advertisement information providing method includes a step of acquiring user information for identifying a user of a communication terminal, and identifying user information and a related party of the user. The step of recognizing the number of related parties of the user based on the registration database constructed by associating the related party information for separation with each other, and when the number of related parties exceeds a predetermined number, Providing second advertising information to the destination.
  • the advertisement information is set according to the number of related parties of the user. It is possible to judge whether to provide or not, and it is possible to selectively and efficiently provide advertising information only to those who have a large number of related parties. If it is configured to provide the second advertisement information even to the users concerned, a large amount of advertisement information can be provided efficiently. If the second advertisement information attracts the user's interest, the advertisement information can be efficiently provided to a large number of suppliers who will exhibit a certain interest.
  • the number of related parties may be limited to the number of direct related parties of the user, but may include the number of indirect related parties and the number of linked related parties.
  • the second advertisement information may be based on a user segmentation advertisement or a user behavior marketing advertisement technique.
  • the predetermined number is a concept including "a certain number of people" and "a certain ratio" with respect to the necessary number of second advertisement information to be provided. For example, if the required number of second advertisement information is 500 and the fixed ratio is 10%, the second advertisement information is provided to communication terminals of users who have more than 50 parties. Is done.
  • the above "user” includes “a plurality of users", and the “number of related persons” is a concept including "the total number of related persons of a plurality of users". For example, if the required number of second advertisement information is 500 and the fixed ratio is 10%, the communication terminal of one user with 30 people and the number of other people with 20 people It is also included in the gist of the present invention that the second advertisement information is provided to the communication terminal of the user.
  • An advertisement information providing method as still another exemplary aspect of the present invention includes a step of acquiring user information for identifying a user of a communication terminal, and the communication terminal from the communication terminal to the communication terminal in advance. Get selection information indicating that the provided second advertisement information has been selected And the second advertisement based on the registration database constructed by correlating the user information and the related party information for identifying the related party of the user when the selection information is acquired. Providing information to the user's stakeholders.
  • the second advertisement information selected by the user may have a potential interest in the user's party (that is, the second advertisement information). It can contribute to the realization of potential thoughts of related parties, and can also be used to discover new preferences of related parties. As a result, it is possible to increase the probability that the second advertisement information is selected by the related parties, and it is possible to obtain a high! / Advertising effect.
  • the second advertising information is further propagated to the related party's related party (indirect related party). If configured in this way, the advertisement information can be efficiently provided so that the second advertisement information is sequentially propagated to a provider who will have a certain interest in the second advertisement information.
  • An advertisement information providing method as still another exemplary aspect of the present invention includes a step of acquiring user information for identifying a user of a communication terminal, and identifying user information and a related party of the user. Based on a registration database constructed by correlating related party information and related party action history information that indicates the related party's action history.
  • a step of extracting history information a step of extracting first advertisement information from an advertisement information database storing a plurality of advertisement information based on the extracted participant behavior history information, and a registration database. Based on the second advertisement information different from the first advertisement information and the extracted first advertisement information when the number of participants is greater than or equal to a predetermined number. At least Having the steps of: providing toward the deviation or the other to the communication terminal.
  • the number of related parties of the user is a predetermined number or more, at least one of the first advertisement information and the second advertisement information is provided to the communication terminal as necessary.
  • the scope of selection of advertisement information to be provided can be expanded. For example, if advertisement information that should be distributed in a short time to a large number of providers is determined as second advertisement information (hereinafter, such advertisement information is referred to as propagation-distributed advertisement information), the user In It is possible to select whether to provide advertising information (first advertising information) that reflects potential preferences or to provide propagation and distribution advertising information (second advertising information).
  • the provision rate includes the ratio of the display size of each advertisement information on the communication terminal, the ratio of the provision time of each advertisement information within a predetermined time, and the ratio of the number of times each advertisement information is provided within a predetermined total number of provisions It is.
  • An advertisement information providing method as still another exemplary aspect of the present invention includes a step of acquiring user information for identifying a user of a communication terminal, and identifying user information and a related party of the user. Based on a registration database constructed by correlating related party information and related party action history information that indicates the related party's action history. A step of extracting history information, a step of extracting first advertisement information from an advertisement information database storing a plurality of pieces of advertisement information based on the extracted participant behavior history information, and using Providing to the communication terminal at least one of the second advertisement information and the first advertisement information that are transmitted in advance to the parties concerned and selected by the parties.
  • the first advertisement information and the second advertisement information can be provided to the communication terminal as necessary, it is possible to select the advertisement information to be provided.
  • the room can be expanded.
  • the propagation distribution type advertisement information (second advertisement information) already selected by the related parties is provided to the user, or the advertisement information (first advertisement information) reflecting the potential preference is provided to the user.
  • the advertisement information (first advertisement information) reflecting the potential preference is provided to the user.
  • the provision rate includes the ratio of the display size of each advertisement information on the communication terminal, the ratio of the provision time of each advertisement information within a predetermined time, and the ratio of the number of times each advertisement information is provided within a predetermined total number of provisions. It is.
  • An advertisement information providing system as still another exemplary aspect of the present invention provides a communication terminal.
  • User information acquisition means for acquiring user information for identifying users, related party information for identifying user information and related parties of users, and related party behavior index
  • a stakeholder behavior history information extracting means for extracting stakeholder behavior history information corresponding to the behavior history of the stakeholder of the user based on a registration database constructed in association with the history information;
  • the first advertisement information extraction means for extracting the first advertisement information from the advertisement information database storing a plurality of advertisement information based on the related party behavior history information, and the number of users related to the user based on the registration database At least one of the second advertising information different from the first advertising information and the extracted first advertising information when the number of interested parties is equal to or greater than a predetermined number.
  • One communication terminal And advertisement information providing means for providing the information.
  • An advertisement information providing program includes a computer, a user information acquisition unit for acquiring user information for identifying a user of a communication terminal, user information, and Based on the registration database constructed by correlating the related party information for identifying the related party of the user and the related party action history information indicating the action history of the related party, The related party action history information extracting means for extracting the related party action history information corresponding to the action history of the first, from the advertisement information database storing a plurality of advertisement information based on the extracted related party action history information, the first The first advertisement information extracting means for extracting advertisement information, the number-of-participant recognition means for recognizing the number of related parties of the user based on the registration database, and the first The advertising information It serves as an advertisement information providing means for providing at least one of the second advertisement information different from the information and the extracted first advertisement information to the communication terminal.
  • the present invention it is possible to provide advertisement information that reflects not only an apparent preference but also a potential preference to the user of the communication terminal, and the user's new preference can be accurately obtained.
  • the power to manifest is S.
  • a lot of advertising information in a short period of time It can also be efficiently provided to a provider who will have a certain interest in advertisement information.
  • FIG. 1 is a schematic block diagram showing an overall configuration including the advertisement information providing system S 1 and other components that cooperate with the advertisement information providing system S 1 for providing advertisement information.
  • the advertisement information providing system S 1 is roughly configured to have a management server 4 and is connected to a user computer 2 as a communication terminal and an advertiser server 6 via the Internet W.
  • the management server 4 constituting the advertisement information providing system S1 has the ability to function as the SNS site 7 (see also Fig. 3).
  • the SNS server that demonstrates its function is configured separately from the management server 4! /, Even! /.
  • the management server 4 does not function as an SNS site 7 but also functions as an Internet auction site, an Internet shopping site, a news distribution site, etc. Yo!
  • FIG. 2 is a diagram showing a schematic configuration of the user computer 2.
  • the user computer 2 is a personal computer used by a user who uses an SNS site, which will be described later, and includes a display unit 2a, a housing 2b, a mouse 2c, and a keyboard 2d as shown in FIG. .
  • the user is registered in the registration database 4e in the management server 4 (see also FIG. 6).
  • the user computer 2 can transmit and receive information to and from the management server 4 and the advertiser server 6 via the Internet W, and has a function of accessing various servers connected via the Internet W. It also has the function of displaying information (WEB page information) about WEB pages stored in various servers on its display unit 2a as WEB pages by browser software. Further, by clicking and selecting the information displayed on the display unit 2a (for example, advertisement information described later) with the mouse 2c, other information linked to the information (for example, details linked to the advertisement information). Information)) can also be displayed on the display 2a. As shown in FIG.
  • the management server 4 includes a CPU 4b as an arithmetic processing device, a hard disk 4c as a storage device, and a memory 4d as information holding means in a housing 4a. Information can be sent to and received from user computer 2 and advertiser server 6 via the Internet W.
  • the CPU 4b of the management server 4 is based on instructions of a program 4g described later! /, Based on instructions of the user information acquisition means 5a, user action history information extraction means 5b, friend action history information extraction means (related party). Action history information extraction means) 5c, familiarity information extraction means 5d, first advertisement information extraction means 5e, number of friends recognition means (number of related parties recognition means) 5f, function as advertisement information provision means Details will be described later.
  • the propagation-type advertisement information is advertisement information that is provided to a friend (related party) of the user when selected by the user.
  • Propagation-type advertisement information is, for example, an advertisement set as propagation-type advertisement information in advance by the administrator of the management server 4 from among a plurality of advertisement information registered in the advertisement information database 4f (see also FIG. 7). Information is provided, and the number of friends is provided to a specified number (three) or more of friends.
  • propagating advertisement information (second advertisement information) is advertisement information provided to a friend when selected by the user in the same manner as propagating advertisement information.
  • Propagated advertising information refers to propagating advertising information that is provided to a user's friend and provided to the user when the friend selects it.
  • An SNS site 7 is constructed on the hard disk 4c of the management server 4, and a certain area of the hard disk 4c is allocated to the SNS site 7.
  • the user information input screen 2e is displayed on the display part 2a of the user computer 2 as shown in FIG.
  • a user information input unit 2f and a send button 2g are arranged. Then, when the user inputs user information (for example, User I Hakuho, which will be described later) to the user information input unit 2f, and selects the send button 2g using the mouse 2c, FIG. As shown, an initial page 7d is displayed on the display unit 2a of the user computer 2. In the initial page 7d, an information placement frame 7a, a friend placement frame (related party placement frame) 7b, and an advertisement placement frame 7c are arranged on the display screen.
  • user information for example, User I Hakuho, which will be described later
  • the information frame 7a on the initial page 7d has its own profile and diary created by the user.
  • the name and photo of a friend who has a friendship with the user are placed in the friend placement frame 7b, and the advertisement information is placed in the advertisement placement frame 7c.
  • the user selects the friend's name or photo posted in the friend posting frame 7b with the mouse 2c, detailed information of the friend linked to the friend's name or photo (for example, a diary created by a friend) Profile etc.) can be viewed.
  • FIG. 6 shows the data structure of the registration database 4e.
  • the registration database 4e includes user m information (user information) 8 for identifying users, friend I for identifying users' friends I information (related information) 10, intimacy information 12, search history information 14 And they are configured to be associated with each other.
  • the user ro information 8 has user ro information 8a to 8d for each user, and the friend ro information 10 has friend ID information 10a to 10e for each friend.
  • This registration database 4e is a database that stores registration information on the SNS site 7.
  • the management server 4 functions as an Internet auction site, Internet shopping site, news distribution site, etc. The registration information in those sites is stored.
  • User D information 8 is information for identifying a plurality of users registered in the registration database 4e, and different user D information 8a to 8d is allocated to each user. ing.
  • the friend ro information 10 is information indicating other users who have a friendship with the user, and different friend ro information 10a to 10e is allocated to each friend registered as having a friendship with the user. .
  • the friend D information 10 is the same information as the user D information 8 of the friend himself, and is associated with the user m information 8a to 8d of the users who are friends.
  • user B of user B who has a friendship with user A m information 8b ("002"), user C user D information 8c ("003") force user A's friend D information 10a (“002") and 10b ("00 3") are stored in association with the user ro information 8a ("001").
  • the user D information 8a of the user A is stored in the registration database 4e
  • the user D information 8b of the user B who is a friend of the user A is stored in a database different from the registration database 4e. May be.
  • a friend ID indicating that user B is a friend of user A Information 10a may be stored in a further database.
  • the user D information 8 and the friend D information 10 need only be associated with each other.
  • the closeness information 12 and the search history information 14 described later are associated with each other, they do not need to exist in the same database.
  • the association between the user D information 8 and the friend D information 10 need not be “preliminarily”, but it is sufficient if the association is performed when the advertisement information is provided.
  • the words “user” and “friend” are expressions that indicate a mutual relationship and are not expressions that indicate a specific person. That is, when one person is assumed to be a “user”, another person who has a friendship with the user is a “friend”. Therefore, when the “friend” is assumed to be one person, the person becomes the “user”, and the previous “user” is the “friend” of the person.
  • the familiarity information 12 is information representing the familiarity between the user and the friend. For example, when a user registers a plurality of friends and the closeness differs for each friend, the user assigns different closeness information to each friend. In this embodiment, the user's intimacy with the friend is evaluated in 10 levels, and the larger the value, the higher the intimacy.
  • the search history information 14 is information indicating an action history, and stores, for example, information on search keywords searched by the user in the past on the search site. In the present embodiment, it is configured to store only one piece of information of recently searched search keywords. It is configured to store information of a plurality of search keywords searched in the past. It ’s good.
  • the search history information 14a (“stock”) directly associated with “user A” is user behavior history information of user A.
  • the search history information 14b (“divination") directly associated with "user B” is user B's user behavior history information.
  • the search history information 14b (Fortune! /,")
  • user action history information of user B is friend action history information.
  • An advertisement information database 4f for managing a plurality of advertisement information is constructed on the hard disk 4c of the management server 4. As shown in Figure 7, the advertising information database 4f Category information 16, advertisement ro information 18, advertisement information 20, and bid amount information 22, which are configured to be associated with each other! /.
  • the category information 16 is information indicating the classification of the plurality of advertisement information 20, and is determined by the administrator of the management server 4, for example. Then, the advertiser power of the advertisement information 20 is registered in the advertisement information database 4f after judging the power of which the advertisement information belongs to which category. Also, in this embodiment, the advertisement information is classified into four categories, category information 16a to 16d.
  • the advertisement m information 18 is information for identifying a plurality of advertisement information 20. Advertisement I Hakuho
  • the advertisement ro information 18 is assigned different identification information for each advertisement information. Therefore, if the advertisement ro information 18 is obtained, the corresponding advertisement information 20 can be extracted based on the advertisement ro information 18. ing.
  • the advertisement information 20 is information to be placed in the advertisement placement frame 7c of the initial page 7d.
  • the advertisement information 20 is linked to an advertiser page (described later) managed by the advertiser and includes simple information such as “delicious” and “cheap” regarding the advertiser.
  • the advertiser page as the link destination is displayed on the display part 2a of the user computer 2, and more detailed information is displayed. Information can be provided to users.
  • the bid price information 22 is information for indicating the amount of advertising expenses charged to the advertiser every time the advertisement information 20 is selected by the user. It is shown.
  • the bid price information 22 is used to determine the placement of the advertising information in the advertising space 7c on the initial page 7d, or when the number of advertising information 20 that can be posted in the advertising space 7c is limited. It is an indicator for deciding whether or not to advertise advertisement information.
  • the advertisement information with the highest bid amount can be placed in the advertisement placement frame 7c in order from the top, or the advertisement information with the higher bid amount can be placed larger than the other advertisement information.
  • the billing timing may be when the advertisement information 20 is provided to the user and placed in the advertising space 7c on the initial page 7d. it can.
  • the hard disk 4c of the management server 4 stores a program 4g as an advertisement posting program.
  • the program 4g causes the CPU 4b of the management server 4 to function as user information acquisition means 5a for acquiring user D information 8.
  • the CPU 4b of the management server 4 has a function that allows the user to enter the user information input section 2f of the user information input screen 2e using the user computer 2 and acquire the transmitted user I information 8 To do.
  • the program 4g causes the CPU 4b of the management server 4 to function as user behavior history information extraction means 5b that extracts user behavior history information. For example, when the user D information 8a ("001") is acquired, the CPU 4b of the management server 4 recognizes that it is the user power ⁇ user A "based on the registration database 4e. A function to extract the search history information 14a ("stock") of "A" as user behavior history information is exhibited.
  • the program 4g causes the CPU 4b of the management server 4 to function as friend action history information extraction means 5c that extracts friend action history information.
  • friend action history information extraction means 5c that extracts friend action history information.
  • the program 4g causes the CPU 4b of the management server 4 to function as familiarity information extracting means 5d that extracts the familiarity information 12. For example, when acquiring the user D information 8a ("001"), the CPU 4b of the management server 4 uses the registration database 4e to obtain the intimacy information 12a ("10") with "user B” The function to extract the intimacy information 12b ("5") with the person C "is provided.
  • the program 4g causes the CPU 4b of the management server 4 to function as first advertisement information extraction means for extracting first advertisement information.
  • the first advertisement information is advertisement information extracted from the advertisement information database 4f based on the extracted user behavior history information, friend history information, and familiarity information 12.
  • the advertisement information 20a to 20c corresponding to the category information 16a ("stock") based on the user action history information of "user A"("stock") It is extracted as the first advertisement information.
  • Further advertisement based on (“Fortune-telling") and (“Movie") which are the action history information (friend action history information) of "Friend B" and "Friend C" who are friends of "User A”
  • Information 20d to 20f and advertisement information 20g to 20i are extracted as the first advertisement information.
  • the number of advertisement information extracted is narrowed down based on familiarity information 12.
  • the six first advertisement information 20d to 20i extracted based on the friend behavior history information is narrowed down to three based on the ratio of the familiarity information 12.
  • the narrowing down is, for example, based on the action history information of “friend B” corresponding to the high intimacy information 12a (“10”) (“divination! /,”)
  • One item may be extracted based on the action history information (“movie”) of “friend C” corresponding to density information 12b (“5”)! /.
  • Advertising information may be extracted in descending order of bid amount.
  • the first advertisement information extracted based on the action history information (“Fortune! /,”) Of “Friend B” is the advertisement information 20g corresponding to the category information 16c (“Fortune”).
  • the advertising information 20g, 20h corresponding to the bid price information 22g, 22h having a higher bid price among ⁇ 20i may be used.
  • the advertisement information 20d corresponding to the high bid amount information 22d may be extracted as the first advertisement information based on the action history information of “friend C”.
  • the program 4g causes the CPU 4b of the management server 4 to function as a friend number recognition means 5f that recognizes the number of friends of the user.
  • the number of friends is the number of direct friends in which the friend D information 10 is registered as having a friendship relationship with the user, and the friend of the user's direct friend (that is, an indirect friend). The total number with the number.
  • the program 4g causes the CPU 4b of the management server 4 to function as advertisement information providing means.
  • the advertisement information providing means uses at least one of the second advertisement information different from the first advertisement information and the extracted first advertisement information as a user computer. Has a function to provide for 2.
  • the advertisement information providing means is directed to the user computer 2. Only the advertisement information extracted based on the first advertisement information, that is, the user action history information and the friend action history information is provided. First advertisement information, that is, advertisement information reflecting the potential preference of user A (advertisement information extracted based on preference of user A's friend) is provided to user computer 2 In addition, the new preferences of User A can be discovered and revealed and contribute to the formation of future preferences.
  • the advertisement information to be provided is selected from a plurality of advertisement information including not only the first advertisement information but also the second advertisement information.
  • the selected advertisement information is provided to the user computer 2.
  • the predetermined number may be set as a fixed ratio to the required number of second advertisement information to be provided. For example, if the required number of second advertisement information is 500 and the predetermined number as a fixed ratio is 10%, users with 50 or more friends will be the recipients of the selected advertisement information .
  • the total number of friends of multiple users for example, the number of friends of "user A” and the number of friends of “user D” It may be configured to be recognized as the sum of In this case, if the sum of the number of friends of “User A” and the number of friends of “User D” is 50 or more, the user computer of “User A” and the user computer of “User D” The selected advertisement information is provided to the computer.
  • the predetermined number is set to 3 as a certain number, and when the number of friends of the user is 3 or more, both the first advertisement information and the second advertisement information are used by the user.
  • Combu It is configured to be distributed to data 2.
  • the configuration may be such that either the first advertisement information or the second advertisement information is provided, or the plurality of first advertisement information and the plurality of second advertisement information. It is also free to configure so that a certain number of advertisement information can be selected and provided from all advertisement information of the advertisement information.
  • the second advertisement information is, for example, the propagation distribution extracted by the method of user segmentation advertisement or user behavior marketing advertisement based on the information of user A acquired by the user information acquisition means 5a. It may be type advertisement information. Providing propagation-distributed advertising information to user A's user computer 2 with more than a specified number of friends, the propagation-distributing advertising information is propagated from user A to many friends. In addition, it is possible to ensure efficient distribution.
  • the second advertisement information (propagation delivery type advertisement information) transmitted to the user computer 2 is further selected by the user A, and the detailed information of the second advertisement information is obtained. It also has the function of providing the second advertisement information to the communication terminal of User A's friend when viewed.
  • the second advertisement information provided to the user computer 2 of the user A is selected by the user A and the detailed information of the advertisement is viewed, the second advertisement information is used. It can be judged that User A's interest was attracted. Then, it can be determined that the second advertisement information is likely to attract the interest of user A's direct friends B, C and indirect friend D, and provided to friends B, C, D. In particular, it is considered that the advertising effect is high. Therefore, when the selection information indicating that the second advertisement information is selected from the user computer 2 is acquired, the advertisement information providing means provides the second advertisement information to the communication terminals of the friends B, C, and D. To do.
  • the advertisement information providing means may provide the advertisement information extracted based on the action history information of the friend of the friend B toward the communication terminal of the friend B . If friend B has more than a certain number of friends, in addition to the advertisement information, advertisement information extracted by the method of user segmentation advertisement or user behavior marketing advertisement based on the information of friend B is also provided May be.
  • advertisement information extracted by the method of user segmentation advertisement or user behavior marketing advertisement based on the information of friend B is also provided May be.
  • the selection information is acquired, the broader range extracted based on the behavior history information of friend B's friend B Advertising information, based on information of friend B, advertising information extracted by user segmentation advertising or user behavior marketing advertising techniques, second advertising information selected by user A, or Either can be provided to friend B's communication terminal.
  • the advertisement information 20 provided to the user computer 2 of the user A and the communication terminal of the friend B is posted in the advertisement placement frame 7c on the display screen of each communication terminal.
  • the advertiser server 6 has a hard disk 6b as a storage device in a housing 6a.
  • the advertiser server 6 is a server managed by the advertiser of the advertisement information, and can send and receive information to and from the user computer 2 and the management server 4 via the Internet W.
  • the hard disk 6b of the advertiser server 6 stores information related to the advertiser page 24 (advertiser page information 24a).
  • the advertiser page 24 is a type of WEB page, and is displayed on the display section 2a of the user converter 2 when the advertisement information 20 posted in the advertisement placement frame 7c is selected by the user.
  • the advertiser page 24 includes detailed information related to the advertisement information 20 as shown in FIG.
  • the search history information 14a ("stock") of "user A” is extracted from the registration database 4e as user action history information by the user action history information extracting means 5b (S. 4)
  • the search history information 14 of the user's friend (“Fortune !,") and ("Movie") are extracted from the registration database 4e as friend action history information by the friend action history information extracting means 5c. (S. 5).
  • Intimacy information 12a (“10") and intimacy information 12b ("5") between the user and friend Is extracted by the familiarity information extracting means 5d (S. 6).
  • the advertisement information 20j is the user segmentation as propagation distribution type advertisement information (second advertisement information) corresponding to user A It is extracted based on the method of advertisement or user behavior marketing type advertisement (S.11). Then, the extracted first advertisement information (20a, 20b, 2 Od, 20g, 20h) and second advertisement information 20j are provided to the user computer 2 by the advertisement information providing means 3 ⁇ 4 (S. 12 ).
  • the second advertisement information is not extracted and the first advertisement information (20a, 20b, 20d, 20g, 20h) Only provided to the user computer 2 (S. 13).
  • the extracted first and second advertisement information is provided to the user computer 2 based on a predetermined provision rate.
  • a predetermined provision rate For example, the display size of the advertising information placement frame is divided into a certain ratio (for example, 70%: 30%), the first advertising information is displayed at a size of 70%, and the second advertising information is displayed at a size of 30%. May be displayed.
  • the provision times of the first advertisement information and the second advertisement information may be prorated according to a predetermined provision rate.
  • the plurality of first advertisement information and the plurality of second advertisement information may be provided to the user computer 2 at a predetermined provision rate in consideration of the bid amount and the intimacy.
  • Second advertisement information provided to user computer 2 is selected by user A
  • the advertisement information providing means obtains the selection information (S. 14)
  • the second advertisement information is provided in a propagation manner toward the communication terminals of the friends B, C, and D of the user A (S 15).
  • the advertisement information extracted based on the method of user segmentation advertisement or user behavior marketing type advertisement based on each of the above information may also be provided.
  • FIG. 1 is a schematic block diagram showing an overall configuration including an advertisement information providing system for realizing an advertisement information providing method according to an embodiment of the present invention.
  • FIG. 2 is a block diagram showing a schematic configuration of the user computer shown in FIG.
  • FIG. 3 is a block diagram showing an outline of the internal configuration of the management server shown in FIG. 1.
  • FIG. 4 is a diagram showing a state where a user information input screen is displayed on the display unit of the user computer shown in FIG.
  • FIG. 5 is a diagram showing a state where an initial screen is displayed on the display unit of the user computer shown in FIG.
  • FIG. 6 is a diagram showing a data structure of a registration database held in the management server shown in FIG.
  • FIG. 7 is a diagram showing the data structure of an advertisement information database held in the management server shown in FIG.
  • FIG. 8 is a block diagram showing an outline of the internal configuration of the advertiser server shown in FIG.
  • FIG. 9 is a diagram showing a state where an advertiser page is displayed on the display unit of the user computer shown in FIG. 2.
  • FIG. 10 is a flowchart for explaining a procedure for providing advertisement information using the advertisement information providing method according to the embodiment of the present invention.

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Abstract

L'invention concerne un procédé d'offre d'informations publicitaires, un système d'offre d'informations publicitaires et un programme d'offre d'informations publicitaires rendant accessible aux utilisateurs une publicité reflétant non seulement les goûts évidents des utilisateurs mais encore leurs goûts potentiels sur des dispositifs de terminal de communication, de telle sorte que leurs goûts peuvent être apparents avec un degré de précision élevé. Ce procédé d'offre d'informations publicitaires est composé d'une étape consistant à acquérir des informations d'identifiant d'utilisateur (8) ; une étape consistant à extraire les informations d'historique d'extraction (14) correspondant aux amis B, C et D de l'utilisateur A sur la base d'une base de données enregistrée (4e) construite par association mutuelle des informations d'identifiant d'utilisateur (8) avec les informations d'identifiant de son ami (10) ; une étape consistant à extraire des premières informations publicitaires à partir d'une base de données de publicité (4f) sur la base des informations d'historique d'extraction extraites (14) ; et une étape consistant à offrir les premières informations publicitaires extraites à un ordinateur d'utilisateur (2).
PCT/JP2007/070375 2006-11-17 2007-10-18 Procédé d'offre d'informations publicitaires, système d'offre d'informations publicitaires, et programme d'offre d'informations publicitaires WO2008059692A1 (fr)

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JP2010044303A (ja) * 2008-08-18 2010-02-25 Yahoo Japan Corp 仮定ターゲティング属性に基づく広告配信方法
JP2010128882A (ja) * 2008-11-28 2010-06-10 Kddi Corp コンテンツ配信方法およびシステム
JP2011232836A (ja) * 2010-04-26 2011-11-17 Yahoo Japan Corp Ｓｎｓ商品推薦装置、方法及びプログラム
JP2013004027A (ja) * 2011-06-21 2013-01-07 Mixi Inc Ｓｎｓにおける広告配信システム、及び広告配信方法
JP2013516002A (ja) * 2009-12-23 2013-05-09 フェイスブック，インク． 関連するソーシャルネットワーキングシステムコンテンツ及び広告の選択と提示
JP2014170321A (ja) * 2013-03-01 2014-09-18 Yahoo Japan Corp アフィリエイトシステム、アフィリエイト方法およびサーバ
JP2014183956A (ja) * 2013-03-22 2014-10-02 Yahoo Japan Corp アイテムデータの交換を活用した広告出力
KR101794659B1 (ko) * 2011-06-09 2017-11-07 네이버 주식회사 다차원 코드를 이용하여 타겟화된 컨텐츠를 제공하는 컨텐츠 제공 시스템 및 방법
US11830023B2 (en) * 2020-09-29 2023-11-28 Rakuten Group, Inc. Information processing device, method, and medium

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JP2003196543A (ja) * 2001-12-28 2003-07-11 Fujitsu Ltd 広告配信方法及び広告配信装置
JP2003263584A (ja) * 2002-03-07 2003-09-19 Fujitsu Ltd 広告送信方法及び装置

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JP2003196543A (ja) * 2001-12-28 2003-07-11 Fujitsu Ltd 広告配信方法及び広告配信装置
JP2003263584A (ja) * 2002-03-07 2003-09-19 Fujitsu Ltd 広告送信方法及び装置

Cited By (9)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
JP2010044303A (ja) * 2008-08-18 2010-02-25 Yahoo Japan Corp 仮定ターゲティング属性に基づく広告配信方法
JP2010128882A (ja) * 2008-11-28 2010-06-10 Kddi Corp コンテンツ配信方法およびシステム
JP2013516002A (ja) * 2009-12-23 2013-05-09 フェイスブック，インク． 関連するソーシャルネットワーキングシステムコンテンツ及び広告の選択と提示
JP2011232836A (ja) * 2010-04-26 2011-11-17 Yahoo Japan Corp Ｓｎｓ商品推薦装置、方法及びプログラム
KR101794659B1 (ko) * 2011-06-09 2017-11-07 네이버 주식회사 다차원 코드를 이용하여 타겟화된 컨텐츠를 제공하는 컨텐츠 제공 시스템 및 방법
JP2013004027A (ja) * 2011-06-21 2013-01-07 Mixi Inc Ｓｎｓにおける広告配信システム、及び広告配信方法
JP2014170321A (ja) * 2013-03-01 2014-09-18 Yahoo Japan Corp アフィリエイトシステム、アフィリエイト方法およびサーバ
JP2014183956A (ja) * 2013-03-22 2014-10-02 Yahoo Japan Corp アイテムデータの交換を活用した広告出力
US11830023B2 (en) * 2020-09-29 2023-11-28 Rakuten Group, Inc. Information processing device, method, and medium

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