JP5705816B2 - Advertisement information providing apparatus and advertisement information providing method - Google Patents

Description

  The present invention relates to a technique for providing advertisement information via a network.

  Conventionally, as an advertisement displayed on a part of a web page or the like, a form called an interest match that selects an advertisement that matches a user's interests and preferences, or a content match that selects an advertisement that matches the content of the page being browsed There are those selected by various methods, such as a form called "."

  In general, depending on the advertisement space of a Web page, whether it is an interest match, a content match, or another method is fixedly determined, and the user situation is not considered.

JP 2010-262401 A

  By the way, nowadays, it is not just that an advertisement needs to be displayed, but an effective advertisement that can be accepted by a user has been demanded.

  For example, when browsing web pages in a public environment such as a company, when advertisements such as lingerie, energetics, and hair restorers are displayed based on interest matches, Even so, there are problems such as worrying about the surrounding eyes and being embarrassed by being seen by others, and you will not be able to read the advertisement seriously.

  In some cases, a web page is browsed while walking on a smartphone or mobile phone, but in such a situation, it is difficult to pay attention to advertisements that are displayed in many details, and the advertisements are often not noticed.

  On the other hand, Patent Document 1 discloses a technique for providing information corresponding to a user's position information and time zone, but cannot solve the above-described problems.

  The present invention has been proposed in view of the above-described conventional problems, and an object of the present invention is to increase the effect of advertisement by providing an advertisement that is easy for a user to accept.

  In order to solve the above problems, in the present invention, when a page request is received from a user terminal device, any one or combination of user information, current date and time information, and various sensor information acquired from the terminal device. Based on the usage scene estimation means for estimating the usage scene indicating the environment where the user is located, and various sensor information acquired from the terminal device, the extent to which the user can pay attention to the browsing / operation of the terminal device Attention level estimation means for estimating an attention level to be shown, advertisement distribution type estimation means for estimating an advertisement distribution type from the usage scene, the attention level, and a page category being browsed, user information, the usage scene, and a page category Advertising category estimating means for estimating the advertising category from An advertisement number estimating means for estimating the number of advertisements from the attention level, the advertisement distribution type, and the page category; and determining the advertisement content based on the advertisement distribution type, the advertisement category, and the number of advertisements; Advertisement content distribution means for distributing to an advertisement frame included in a page viewed by the user who has made the page request.

  In the present invention, by providing an advertisement that is easy for a user to accept, the effect of the advertisement can be enhanced.

It is a figure which shows the structural example of the system concerning one Embodiment of this invention. It is a figure which shows the data structure example of content DB. It is a figure which shows the data structure example of user DB. It is a figure which shows the example of a data structure of advertisement DB. It is a figure which shows the example of the flow of data. It is a sequence diagram which shows the process example of embodiment. It is FIG. (1) which shows the example of an advertisement display. It is FIG. (2) which shows the example of an advertisement display. It is FIG. (3) which shows the example of an advertisement display. It is FIG. (4) which shows the example of an advertisement display.

  Hereinafter, preferred embodiments of the present invention will be described.

<Configuration>
FIG. 1 is a diagram showing a configuration example of a system according to an embodiment of the present invention.

  In FIG. 1, a plurality of terminal devices 2 such as a smartphone, a mobile phone, and a PC (Personal Computer) operated by a user are connected to a network 1 such as the Internet. The terminal device 2 includes various sensors 21 and a general browser (Web browser) 22.

  The various sensors 21 include a GPS sensor that measures position information (latitude and longitude), an acceleration sensor that measures acceleration and inclination, a speed sensor that measures speed, and a user's touch position on the screen and a time interval between touches. Touch sensor, light sensor that measures the illuminance of outside light, level sensor that measures the degree of horizontality, proximity sensor that measures the distance to the user's hand and face, sound sensor that measures the surrounding sound, magnetic strength Magnetic sensor to measure, temperature sensor to measure temperature, pressure sensor to measure atmospheric pressure, azimuth sensor to measure azimuth, angular velocity sensor to measure angular velocity (gyro), rotation vector sensor to measure rotation vector, user side to operate There are in-cameras to shoot.

  The browser 22 requests / acquires / displays page data described in a language such as HTML (Hyper Text Markup Language) and transmits form data according to HTTP (Hyper Text Transfer Protocol) which is a standard protocol of the Internet. It has a function.

  Further, a page information / advertisement information providing device 3 that provides page information and advertisement information in response to a page request from the terminal device 2 is connected to the network 1.

  The page information / advertisement information providing apparatus 3 includes, as function units, a page request receiving unit 301, a page information generating unit 302, a user specifying unit 303, various sensor signal value acquiring units 304, a usage scene estimating unit 305, and an attention level estimating unit 306. An advertisement distribution type estimation unit 307, an advertisement category estimation unit 308, an advertisement number estimation unit 309, an advertisement content determination unit 310, an advertisement link embedding unit 311, a page transmission unit 312, an advertisement request reception unit 313, and an advertisement transmission unit 314. I have.

  These functional units are computers executed on hardware resources such as a CPU (Central Processing Unit), a ROM (Read Only Memory), and a RAM (Random Access Memory) of a computer constituting the page information / advertisement information providing apparatus 3. It is realized by a program. These functional units do not need to be arranged on a single computer, and may be distributed as necessary.

  Further, a content DB 321, a user DB 322, and an advertisement DB 324 are provided as databases used by the page information / advertisement information providing apparatus 3. These databases systematically hold predetermined data on a storage medium such as an HDD (Hard Disk Drive) in a computer constituting the page information / advertisement information providing apparatus 3. The content DB 321, the user DB 322, and the advertisement DB 324 are not necessarily arranged in the page information / advertisement information providing apparatus 3, and may be arranged on other apparatuses.

  The current date / time data 323 is data indicating the current date / time managed by the clock circuit in the computer constituting the page information / advertisement information providing apparatus 3.

  FIG. 2 is a diagram showing an example of the data structure of the content DB 321 and includes items (fields) such as “content ID”, “category”, and “content data”. “Content ID” is information for specifying content. “Category” is a classification to which the content belongs (higher classification and lower classification such as “entertainment”, “media and news”, and “hobby and sports”). “Content data” is link information to the data body or storage location of the content.

  FIG. 3 is a diagram illustrating an example of the data structure of the user DB 322, and includes items such as “user ID”, “sex”, “age”, and “behavior history”. “User ID” is information that identifies the user. In addition to a member ID that can identify the user in detail, bcookie that can be identified as access from the same browser (written as cookie information of the browser at the first access, and thereafter Etc.). “Gender” is information on the gender of the user. “Age” is information on the age or age group of the user. The “behavior history” is a record of access and browsing of the user's page information / advertisement information providing device 3 and other devices capable of exchanging information.

  FIG. 4 is a diagram illustrating a data structure example of the advertisement DB 324, and includes items such as “advertisement ID”, “category”, and “advertisement content data”. “Advertisement ID” is information that identifies advertisement content. “Category” is a classification to which the advertising content belongs or is related. “Advertising content data” is link information to the data body or storage location of the advertising content.

  Returning to FIG. 1, the page request receiving unit 301 of the page information / advertisement information providing device 3 has a function of receiving a page request from the browser 22 of the terminal device 2.

  The page information generation unit 302 has a function of generating page information corresponding to the page request received by the page request reception unit 301. The generated page includes an advertising space.

  The user specifying unit 303 has a function of referring to the user DB 322 based on information on login performed prior to the page request, bcookie acquired at the time of the page request, or the like, and specifying the user who has made the page request.

  The various sensor signal value acquisition unit 304 has a function of acquiring (extracting) various sensor signal values of the various sensors 21 of the terminal device 2 accompanying the page request.

  As shown in FIG. 5, the usage scene estimation unit 305 includes user information (acquired from the user DB 322 using the user ID as a key) such as the user's gender, age, and behavior history specified by the user specifying unit 303, and the current date and time. Current date and time information such as day of the week and time obtained from data 323, location (position information) acquired by various sensor signal value acquisition unit 304, acceleration, speed, terminal operation, tilt, illuminance, volume, in-camera image, gyro It has a function to estimate the usage scene indicating the environment where the user is located, such as home, company, train / bus, walking, driving, resort, etc. ing.

  As shown in FIG. 5, the attention level estimation unit 306 includes acceleration, speed, terminal operation, tilt, illuminance, volume, in-camera image, included in various sensor signal values acquired by the various sensor signal value acquisition unit 304. A function for estimating an attention level indicating a degree of attention (a size of a resource that can be used for browsing / operation of the terminal device 2) from any one or a combination of gyros, etc. Have.

  As shown in FIG. 5, the advertisement distribution type estimation unit 307 is also based on the usage scene estimated by the usage scene estimation unit 305, the attention level estimated by the attention level estimation unit 306, and the page category being browsed. , “Anything OK group”, “Group that suits taste”, “Group that suits face (page content)”, “Ignore group”, “NG group”, and the like. In estimating the advertisement distribution type, user information such as the gender and age of the user may be considered.

  As shown in FIG. 5, the advertisement category estimation unit 308 includes user information (acquired from the user DB 322 using the user ID as a key) such as the user's gender, age, and behavior history specified by the user specifying unit 303, and the usage scene. It has a function of estimating the advertisement category from the usage scene estimated by the estimation unit 305, the advertisement distribution type estimated by the advertisement distribution type estimation unit 307, and the page category being browsed.

  As shown in FIG. 5, the advertisement number estimation unit 309 is estimated by the usage scene estimated by the usage scene estimation unit 305, the attention level estimated by the attention level estimation unit 306, and the advertisement distribution type estimation unit 307. It has a function of estimating the number of advertisements to be simultaneously provided to the user from the advertisement distribution type and the page category being browsed.

  The advertisement content determination unit 310 uses the advertisement category estimated by the advertisement category estimation unit 308 and the number of advertisements estimated by the advertisement number estimation unit 309 to provide the user with the advertisement content stored in the advertisement DB 324. It has a function to determine. The determination of the advertisement content includes a method of determining at random from the advertisement content of the corresponding advertisement category, a method of determining based on the digestion rate and priority, and the like.

  The advertisement link embedding unit 311 has a function of embedding the link to the advertisement content determined by the advertisement content determination unit 310 in the advertisement space of the page generated by the page information generation unit 302. For example, the link is obtained by adding the advertisement ID as a parameter to the URL of the page information / advertisement information providing apparatus 3. Instead of embedding the link, the advertisement content data itself may be embedded in the page.

  The page transmission unit 312 has a function of transmitting page information to the browser 22 of the requesting terminal device 2.

  The advertisement request receiving unit 313 has a function of receiving an advertisement content request based on a link embedded in an advertisement frame in the process of rendering a screen from page information by the browser 22 of the terminal device 2. When the advertising content data itself is embedded in the advertising space, no advertising content request is made.

  The advertisement transmission unit 314 has a function of transmitting data of the corresponding advertisement content to the browser 22 of the requesting terminal device 2 when the advertisement request reception unit 313 receives the advertisement content request.

<Operation>
FIG. 6 is a sequence diagram showing a processing example of the above embodiment.

  In FIG. 6, when a page request is made from the browser 22 of the terminal device 2 and the page request receiving unit 301 of the page information / advertisement information providing device 3 receives the page request (step S101), the page information generating unit 302 The page information corresponding to the accepted page request is generated (starts generation) (step S102).

  Next, the user specifying unit 303 specifies the user who made the page request with reference to the user DB 322 based on the information of login performed prior to the page request or the bcookie acquired at the time of the page request (step S103).

  Next, the various sensor signal value acquisition unit 304 acquires (extracts) signal values of the various sensors 21 of the terminal device 2 accompanying the page request (step S104).

  Next, the usage scene estimation unit 305 includes user information (acquired from the user DB 322 using the user ID as a key) such as the gender, age, and behavior history of the user specified by the user specifying unit 303, and the day of the week obtained from the current date and time data 323 , Current date / time information such as time, and various sensor information such as location (position information), acceleration, speed, etc. included in various sensor signal values acquired by various sensor signal value acquisition unit 304, or any of them From these combinations, the use scenes such as home, company, train / bus, walking, driving, resort, etc. are estimated (step S105).

  Next, the attention level estimation unit 306 is one of acceleration, speed, terminal operation, tilt, illuminance, volume, in-camera image, gyro, etc. included in the various sensor signal values acquired by the various sensor signal value acquisition unit 304 or From these combinations, an attention level indicating the extent to which attention is directed to the operation of the terminal device 2 (the size of resources available for browsing / operation of the terminal device 2) is estimated (step S106).

  Next, the advertisement distribution type estimation unit 307 determines “everything is OK” from the usage scene estimated by the usage scene estimation unit 305, the attention level estimated by the attention level estimation unit 306, and the page category being viewed. The advertisement distribution types such as “faction suitable for preference”, “faction suitable for face (page contents)”, “ignoring faction”, and “NG faction” are estimated (step S107).

  Next, the advertisement category estimation unit 308 includes user information (acquired from the user DB 322 using the user ID as a key) and the usage scene estimated by the usage scene estimation unit 305. Then, the advertisement category is estimated from the advertisement distribution type estimated by the advertisement distribution type estimation unit 307 and the page category being browsed (step S108).

  Next, the advertisement number estimation unit 309 includes a usage scene estimated by the usage scene estimation unit 305, an attention level estimated by the attention level estimation unit 306, an advertisement distribution type estimated by the advertisement distribution type estimation unit 307, The number of advertisements simultaneously provided to the user is estimated from the page category being browsed (step S109).

  Next, the advertisement content determination unit 310 provides the user with the advertisement content stored in the advertisement DB 324 based on the advertisement category estimated by the advertisement category estimation unit 308 and the number of advertisements estimated by the advertisement number estimation unit 309. The advertisement content is determined (step S110).

  Next, the advertisement link embedding unit 311 embeds the link to the advertisement content determined by the advertisement content determination unit 310 in the advertisement space of the page generated by the page information generation unit 302 (step S111).

  Next, the page transmission unit 312 of the page information / advertisement information providing device 3 transmits the page information to the browser 22 of the requesting terminal device 2 (step S112).

  In response to this, the browser 22 of the terminal device 2 performs rendering based on the page information and displays the screen (step S113), and requests an advertising content based on the link embedded in the advertising space in the process (step S113). Step S114).

  When the advertisement request receiving unit 313 of the page information / advertisement information providing device 3 receives this advertisement content request, the advertisement transmitting unit 314 of the page information / advertisement information providing device 3 receives the corresponding advertisement content data from the requesting terminal device. 2 is transmitted to the second browser 22 (step S115).

<Specific example>
For example, it is assumed that the usage scene estimation unit 305 estimates the usage scene as “home” (private environment) based on the fact that the current time is outside the general working hours. Note that the usage scene may be estimated as “home” based on the fact that the position information matches the registered address. Furthermore, the usage scene of “one person at home” or “multiple at home” may be obtained by counting the number of persons in the video with the in-camera or determining the level of ambient noise with a sound sensor. Here, “home” or “one person at home” is assumed.

  Further, it is assumed that the attention level estimation unit 306 estimates the attention level as “medium” based on the relatively small signal value of the acceleration sensor and the relatively small change. It may be further considered whether or not the surroundings are quiet because the signal value of the sound sensor and its change are small.

  In this case, the advertisement distribution type estimation unit 307 estimates the user's preference as an advertisement distribution type, for example, a “satisfaction group” (interest match). In addition, when the user has a history of browsing or purchasing underwear, an energetic agent, or a hair restorer, the advertisement category estimation unit 308 estimates an advertisement category corresponding to the advertisement category. The advertisement number estimation unit 309 estimates the number of advertisements to, for example, “3” mainly based on the attention level “medium”.

  In this case, as shown in FIG. 7, the advertisement content based on the advertisement category and the number of advertisements is displayed in, for example, an area 202 below the area 201 where the main content of the page is displayed. Since the page is viewed at home, an advertisement in which the user is interested is displayed, so that an effective advertisement is obtained.

  Further, it is assumed that the attention level estimation unit 306 estimates the attention level as “high” based on the fact that the signal value or change of the acceleration sensor or the sound sensor is further small. In this case, if the advertisement number estimation unit 309 estimates, for example, “4” as the number of advertisements based mainly on the attention level “high”, as shown in FIG. The number is increased. Because it is a quiet environment, it may be seen even if the number of advertisements is large.

  Also, if the usage scene is estimated to be “company” (public environment), or even if it is at home, it is estimated that “multiple people at home” because it is not one person. In consideration of the fact that it is not embarrassed, for example, it is estimated to be “a group that matches the face (page content)” (content match), and advertisement contents such as a car, an air ticket, and a business trip reservation as shown in FIG. 9 are displayed. If the usage scene is estimated to be “multiple at home”, the advertisement category estimation unit 308 can estimate the advertisement category for the family and make the advertisement effective for the family.

  Further, in a situation where the user is looking at the terminal device 2 while walking, the attention level is estimated to be “low” based on a large signal value or change of the acceleration sensor or the sound sensor, and the number of advertisements is, for example, “1”. As shown in FIG. 10, the number of advertisement contents displayed in the area 202 is reduced. In addition, although the text advertisement is displayed in the example of illustration, in order to improve the visibility at the time of a movement, it can also be set as an image-based advertisement. In this case, an image-based advertisement is included as an advertisement category in addition to a normal category, or an image-based advertisement is selected in determining the advertisement content.

<Summary>
As described above, according to the present embodiment, by estimating the usage scene and the attention level of the user, it is possible to provide an advertisement that is easy for the user to accept, and to increase the effect of the advertisement.

  The present invention has been described above by the preferred embodiments of the present invention. While the invention has been described with reference to specific embodiments, various modifications and changes may be made to the embodiments without departing from the broad spirit and scope of the invention as defined in the claims. Obviously you can. In other words, the present invention should not be construed as being limited by the details of the specific examples and the accompanying drawings.

DESCRIPTION OF SYMBOLS 1 Network 2 Terminal device 21 Various sensors 22 Browser 3 Page information / advertisement information provision apparatus 301 Page request reception part 302 Page information generation part 303 User identification part 304 Various sensor signal value acquisition part 305 Use scene estimation part 306 Attention level estimation part 307 Advertisement distribution type estimation unit 308 Advertisement category estimation unit 309 Advertisement number estimation unit 310 Advertisement content determination unit 311 Advertisement link embedding unit 312 Page transmission unit 313 Advertisement request reception unit 314 Advertisement transmission unit 321 Content DB
322 User DB
323 Current date and time data 324 Advertising DB

Claims (6)

When a page request is received from the user's terminal device,
Based on any or a combination of user information, current date and time information, and various sensor information acquired from the terminal device, usage scene estimation means for estimating a usage scene indicating the environment where the user is located;
Based on various sensor information acquired from the terminal device, an attention level estimation means for estimating an attention level indicating a degree to which a user can pay attention to browsing / operation of the terminal device;
An advertisement distribution type estimating means for estimating an advertisement distribution type from the use scene, the attention level, and the page category being viewed;
Advertisement category estimation means for estimating an advertisement category from user information, the usage scene, and a page category;
Advertisement number estimation means for estimating the number of advertisements from the usage scene, the attention level, the advertisement distribution type, and the page category;
Determine the advertisement content based on said advertisement number as the previous SL advertising category, that the advertising content includes an advertisement content delivery means for delivering the inventory included in the page to view the user making the page request An advertisement information providing device characterized by the above. The advertisement information providing apparatus according to claim 1,
The attention level estimation means estimates the attention level high when the acceleration value and change are small from the information of the acceleration sensor acquired from the terminal device, and decreases the attention level when the acceleration value and change are large. Estimate
The advertisement number estimating means estimates a large number of advertisements when the attention level is estimated high, estimates a small number of advertisements when the attention level is estimated low, and / or the advertisement category An estimation means estimates a text-based advertisement category when the attention level is estimated high, and estimates an image-based advertisement category when the attention level is estimated low. Providing device. The advertisement information providing apparatus according to claim 1,
The usage scene estimation means estimates whether the usage scene is a public environment or a private environment from the current date and time or the current position,
The advertisement distribution type estimation means estimates the content match advertisement distribution type when the usage scene is estimated to be a public environment, and interest match when the usage scene is estimated to be a private environment. The advertisement information providing apparatus is characterized in that it is estimated to be the advertisement distribution type. The advertisement information providing device according to claim 3,
The usage scene estimation means further estimates whether the user is alone or plural based on sensor information of the in-camera or the sound sensor,
The advertisement delivery type estimation means estimates the interest match advertisement delivery type when the user is alone, and estimates the content match advertisement delivery type when there are multiple users in a public environment,
The advertisement category providing device is characterized in that when there are a plurality of advertisement category estimation means in a private environment, the advertisement category estimation unit estimates an advertisement category for families. The advertisement information providing apparatus according to claim 1,
The attention level estimation means estimates the attention level high when the surrounding is quiet from the information of the sound sensor acquired from the terminal device, and estimates the attention level low when the surrounding is not quiet,
The advertisement number estimating means estimates a large number of advertisements when the attention level is estimated high, estimates a small number of advertisements when the attention level is estimated low, and / or the advertisement category An estimation means estimates a text-based advertisement category when the attention level is estimated high, and estimates an image-based advertisement category when the attention level is estimated low. Providing device. A method executed by the advertisement information providing apparatus,
When a page request is received from the user's terminal device,
A usage scene estimation step of estimating a usage scene indicating an environment where the user is located, based on any or a combination of user information, current date and time information, and various sensor information acquired from the terminal device;
Based on various sensor information acquired from the terminal device, an attention level estimation step of estimating an attention level indicating a degree to which attention is directed to browsing / operation of the terminal device of the user,
An advertisement delivery type estimation step of estimating an advertisement delivery type from the usage scene, the attention level, and the page category being viewed;
An advertisement category estimation step of estimating an advertisement category from the user information, the usage scene, and the page category;
An advertisement number estimating step of estimating the number of advertisements from the usage scene, the attention level, the advertisement distribution type, and the page category;
Determine the advertisement content based on said advertisement number as the previous SL advertising category, that the advertising content includes an advertisement content delivery step of delivering to the inventory contained in the page to view the user making the page request An advertisement information providing method characterized by the above.

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