JP2003189284A - Digital ad generation method that can be changed according to response - Google Patents

Abstract

(57) [Summary] [Problem] To provide a method for generating advertisement content for digital television broadcasting that can be changed according to a response. A material part database having a plurality of material parts is stored in a material part storage means, generated by combining the material parts, and has an advertisement container having advertisement identification information, advertisement material, and response generation means. , And advertisement transmission data having the transmission schedule. Advertising containers are sent on-air
In response, the viewer generates a response having the advertisement identification information via the response generating means. The responses are totaled, and an advertisement container and an advertisement transmission schedule are variably generated based on the result of the totalization of the responses, and the optimized advertisement is aired in an optimized distribution.

Description

Detailed Description of the Invention

[0001]

BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention relates to a method of generating a digital advertisement to be supplied to a television terminal or the like by digital television broadcasting by a television broadcasting company,
The present invention relates to an advertisement generation method capable of changing advertisement content according to a response to an advertisement.

[0002]

2. Description of the Related Art Conventionally, advertisement content provided by analog broadcasting is generated by an advertisement content creator, sent to a large number of terminals from a broadcaster, and reproduced by the viewer terminal. Provided to viewers. Then, the reaction to the advertisement is only indirectly grasped by the evaluation by another medium, the sales data by the POS data of the product corresponding to the advertisement, and the like.

In the conventional analog broadcasting, it is only possible to investigate which program is selected by a part of TV terminals of all viewers and grasp the situation at the TV terminal in the form of audience rating. It was difficult to know directly what kind of reaction the viewers had to the advertisements sent inside.

Therefore, the advertisement content creator and the advertiser cannot clarify the cost-effectiveness of the advertisement, and it is difficult to place the advertisement more efficiently and effectively.

In a pull type advertisement supply form that provides some content in response to a request from the terminal side such as the Internet to the server, a response from the advertisement screen on the terminal is returned to the content supply server or another server. Therefore, it has been proposed to aggregate the responses to advertisements. In other words, in the pull type content providing form such as the Internet, in the state where the terminal and the server are connected one to one,
Content can be provided from the server to the terminal, and the terminal can return the response directly to the server. However, Internet advertising is still limited,
In response to the response, the terminal is only providing a one-to-one customized advertisement.

On the other hand, in digital television broadcasting, it is possible to send digital contents to a digital television terminal via a broadcast medium and receive some kind of response by the interactive function of the digital television terminal. This digital television broadcast includes BS digital broadcast,
There are CS digital broadcasting, terrestrial digital broadcasting, CATV digital broadcasting, etc., and in the future, broadband digital broadcasting via the Internet or mobile phones is also proposed.

[0007]

However, the television broadcasting has a push type in which contents are unilaterally simultaneously transmitted to the television terminal by the broadcaster,
Basically, even if the advertising content is sent, it is difficult to obtain a response that directly corresponds to it. This is because, even if a response is received from the television terminal, it is difficult to grasp which response is to which advertisement in which program on which channel of which broadcasting medium.

[0008] Therefore, an object of the present invention is to provide a method of generating advertisement contents for digital television broadcasting which can be changed according to a response.

A further object of the present invention is to provide a method of generating advertising content for digital television broadcasting, which can provide customized advertising content to responding viewers.

[0010]

In order to achieve the above object, the first aspect of the present invention is to provide a plurality of material parts in an advertisement generating method for generating a digital advertisement according to a response from a viewer. A material parts database is stored in the material parts storage means, and is generated by combining a plurality of material parts in the material parts storage means according to the first advertisement design data. At least the advertisement identification information, the advertising material, and the viewer's A first advertisement generation step of generating a first advertisement container having a response generation means for generating a response, and first advertisement transmission data having transmission information of the first advertisement container; The advertisement container is simultaneously transmitted to a plurality of terminals via a predetermined medium according to the first advertisement transmission data, and the advertisement is transmitted to the viewer's terminal. A response totaling step of totaling, in accordance with the advertisement identification information, a response from the viewer when the material is played back, the response including at least the advertisement identification information, the response data, and the personal information of the viewer; A response analysis step of analyzing the aggregated response information and generating second advertisement design data corresponding to the response,
A second advertisement generation step of generating at least one of a second advertisement container and a second advertisement transmission data different from the first advertisement container and the first advertisement transmission data according to the second advertisement design data. It is characterized by having.

The above-mentioned advertisement identification information can identify which advertisement container, and therefore, which advertisement is broadcast at which time (ad space) of which channel of which media. Is. By embedding such advertisement identification information in the advertisement container and also embedding the advertisement identification information in the response from the viewer, the direct response to the advertisement can be aggregated. As a result, according to the response, it is possible to change and optimize the content of the advertisement and the distribution of transmission thereafter.

There are an extremely large number of methods for optimizing advertisements corresponding to responses from viewers by using various methods. The main optimization method is described in detail in the embodiments described later.

In order to achieve the above object, the second aspect of the present invention is, in an advertisement generating method for generating a digital advertisement according to a response from a viewer, using a material parts database having a plurality of material parts. A response is generated which is stored in the parts storage means and is generated by combining a plurality of material parts in the material parts storage means in accordance with the first advertisement design data, and at least advertisement identification information, advertisement material, and a response by the viewer are generated. A first advertisement container having means, and a first advertisement generation step of generating first advertisement transmission data having transmission information of the first advertisement container; and the first advertisement container being the first advertisement container. When the advertisement material is reproduced on the terminal of the viewer by simultaneously transmitting to a plurality of terminals through a predetermined medium according to the advertisement transmission data of , Purchase response data corresponding to the purchase incentive means provided to the viewer in response to the response from the viewer through the response generating means, and at least the advertisement identification information and the personal information of the viewer. A response totaling step of totaling purchase response data including the following in accordance with the advertisement identification information, and a response analyzing step of analyzing the totaled response information and generating second advertisement design data corresponding to the response. A second advertisement generation step of generating at least one of a second advertisement container and a second advertisement transmission data different from the first advertisement container and the first advertisement transmission data according to the second advertisement design data. It is characterized by having.

In the second aspect, as a response to the advertisement, the fact that the viewer actually purchased the product or service is collected in the form of a purchase response. Therefore,
The response from the viewer on the terminal and the POS data generated at the time of purchase at the store are used together.

[0015]

BEST MODE FOR CARRYING OUT THE INVENTION Embodiments of the present invention will be described below with reference to the drawings. However, such an embodiment does not limit the technical scope of the present invention.

FIG. 1 is a diagram showing an entire advertisement generation cycle in the present embodiment. The advertisement generation method according to this embodiment provides advertisement content by digital broadcasting, receives a response to the advertisement content, collects and analyzes the received responses, and provides more appropriate advertisement content according to the analysis result. Applies to advertising cycle 10.

In this advertisement cycle 10, (1) advertisement materials such as product introductions that are broadcast during or during the program, and a response generating means that enables a response from a viewer who is an advertisement receiver to be generated. Advertisement generation system 2 for generating an advertisement container 2 packed with the advertisement content
0, and (2) according to the advertisement transmission data 3 generated accompanying the advertisement container 2, the transmission device 30 that transmits the advertisement container 2 to the television terminal 40 via the broadcast medium 52.
And (3) the digital television terminal 40 for displaying and reproducing the transmitted advertisement content in the advertisement container 2, and (4) the response generation means at the terminal 40, which is transmitted via the communication line 54 such as the Internet. The response receiving device 50 that receives the response data 4 is involved.

First, an outline of digital television broadcasting will be described.

The transmitting device 30 as a broadcasting station operated by the broadcasting company and the corresponding broadcasting media are
There are various media such as the BS digital broadcast, the CS digital broadcast, the terrestrial digital broadcast, and the CATV digital broadcast described above, and in the future, the media of the broadband digital broadcast via the Internet or a mobile phone will be included. In BS digital broadcasting and CS digital broadcasting, which have already started, broadcasting contents are transmitted from broadcasting satellites (BS) and communication satellites (CS) to television terminals in a wide area covering the whole country. The television terminal 40 receives the broadcast content through the receiving antenna and reproduces the broadcast content.

In addition to the conventional frequency band for transmitting contents including images and sounds, a frequency band for transmitting data such as character information is assigned to the communication band of digital broadcasting. The sending device 30 is on these two bands,
Content such as programs and advertisement materials and data such as response generation means associated with program guides and advertisement materials are separately transmitted, and the television terminal 40 combines them and reproduces them on the display screen. It should be noted that the current BS broadcasting does not require the television terminal 40 to have an advanced data storage function by repeatedly transmitting the data to be transmitted at short intervals.

In BS digital broadcasting and CS digital broadcasting, the television terminal 40 cannot return a response via the broadcasting medium 52. Therefore, the television terminal 40 compatible with digital broadcasting is equipped with a browser and a modem, and bidirectional communication can be performed with the response receiving device 50 via a public communication line 54 such as the Internet. Therefore, when the response generation means stored in the advertisement container 2 is displayed on the terminal 40, the response from the viewer is generated as the response data 4,
The response data 4 is transmitted to the destination address designated by the response generating means. In the future broadband, this TV terminal 40 will be finally realized by a mobile phone.

In digital broadcasting, a contract is signed with the broadcaster for each TV terminal, the TV terminal ID is registered in advance, and the terminal ID and corresponding householder information and personal information within the household are stored. , Is stored in the storage means in the television terminal. Then, the response data 4 from each television terminal can include even personal information about which terminal the response is from. Therefore, the response receiving device 50 permitted under the above-mentioned contract can receive the response from each terminal. Data 4 is received. As described above, the response receiving device 50 is usually operated by the broadcast business owner, but may be operated by a company entrusted by the broadcast business owner.

Next, the outline of the advertisement cycle 1 will be described.

In the advertisement generation system 20, the advertisement design module 22 determines the design data of the advertisement container 2 which stores the advertisement content and what kind of broadcasting media, which channel, which time zone (program) the advertisement container 2 is in. The design data of the advertisement transmission data 3 indicating whether to transmit at the frequency is generated. The advertisement design data 1 is provided from the advertisement design module 22 to the advertisement generation module 24.

In the advertisement generation module 24, the material parts in the material parts database file 25 in which the previously generated material parts are stored are combined in accordance with the advertisement design data 1 to generate the advertisement container 2 in which the advertisement content is packaged. To do. Further, the advertisement transmission data 3 is also generated in association with the advertisement container 2.

FIG. 2 is a diagram showing the generation of an advertisement container in the advertisement generation module 24. In the material parts database file 25, there is video information 25a as material parts,
Plural types of still image information 25b, character information 25c, voice information 25d, response generation information 25e, matching program 25f, etc. are stored. The information and programs of these material parts are all in the form of digital data,
It is stored in the file 25 which is a storage means.

The advertisement generation module 24 combines the material parts in the material parts database file 25 according to the advertisement design data 1 to generate the advertisement container 2 and the advertisement transmission data 3. The advertisement design data 1 includes information on which material parts are combined in what manner and which broadcast media is to be transmitted. Therefore, the advertisement generation module 24 firstly combines the material parts in accordance with the combination information, and secondly, the material parts in the format compatible with the broadcast media in the advertisement container 2
To package in. This format is, for example, B
Broadcast for S digital broadcasting media
Markup Language (BML), HTML for broadband Internet, CHTML for mobile phones.

Therefore, the advertisement generation module 24 has an authoring tool such as Photoshop (product name of Adobe Inc.) and generates the advertisement container 2 in which the material parts are combined in a format matching the broadcast media to be sent.

The advertisement container 2 is composed of advertisement container identification information (advertisement container ID) 2a, advertisement material 2b made up of images and sounds transmitted in analog broadcasting, response generating means 2c, and a matching program. Matching means 2d is included. All of these are digital data, and the advertisement container 2 is described in a format compatible with broadcast media, for example, BML.

The advertisement design data 1 corresponds to the response to the advertisement container sent to the TV terminal thereafter,
It needs to be designed around a strategy of how to change the advertising content. In particular,
The response generation means 2c included in the advertisement container 2
It should correspond to the method of measuring the effectiveness of advertisements. For example, if the next advertisement is simply changed in response to a response indicating whether or not the user is interested in the advertisement, the response generation means generates a response such as requesting a catalog request or applying for a present. It only has to include means. Alternatively, if the attribute data such as the hobby of the viewer who is interested in the advertisement is collected and is changed to the advertisement that matches the attribute, the response generation means prompts the viewer to input the attribute. Means must be included.

Further, since the advertisement container 2 in digital broadcasting is simultaneously transmitted to a large number of television terminals over a wide area, in order to know which advertisement the response is to, the advertisement container ID is embedded in the advertisement container 2 and the response data 4 is included in the response data 4. Make sure to include that ad container ID.
The advertisement container ID 2a is specifically embedded in the form of a BML format tag. The response generating means 2c included in the advertisement container 2 has a function of embedding the advertisement container ID in the response data 4 in response to the response operation from the viewer.

By embedding this advertisement container ID in the response data, it is possible to know the response to the advertisement broadcast on which program of which channel of which broadcasting medium. In other words, it becomes possible to collect direct responses to the broadcasted advertisements.

The matching means 2d included in the advertisement container 2 is for changing the content of the advertisement on the television terminal 40 side. For example, when the received television terminal matches the attribute data of the television terminal or the attribute data of the viewer identified by the matching means 2d, it is a program for changing to a specific customized advertising content. Specifically, in car advertisements, we changed to a car advertisement with a mountain background for viewers who like mountains, and changed to a car advertisement with a sea background for viewers who liked sea. Is done. Furthermore, for health-conscious viewers, changes to advertisements for health foods are made. In another example, for a health-conscious viewer, the response generating means that enables the purchase of health food is made reproducible.

Therefore, a plurality of advertisement materials are stored as the advertisement material 2b in the advertisement container 2, and the television terminal or viewer identified by the matching means 2d and the registration information stored in the television terminal 40 match. When I did,
The corresponding advertising material is selectively displayed.

The advertisement transmission data 3 includes a transmission schedule for the advertisement container 2 to be transmitted and broadcast on which channel of which broadcaster.

As shown in FIG. 1, the advertisement generation module 2
Advertising container 2 and advertising transmission data 3 generated by No. 4
Are transmitted by the advertisement transmission module 26 to the transmission device 30 of the broadcaster specified by the advertisement transmission data 3 by, for example, electronic transmission. Then, the transmission device 30, which is a broadcasting station, transmits the advertisement container 2 according to the transmission schedule of the advertisement transmission data 3. In this transmission, as described above, the portion of the advertisement material 2b is transmitted in the first frequency band for program broadcasting, and the advertisement container ID 2a, the response means 2c, and the matching means 2d are in the second frequency band for data broadcasting. Sent out.

FIG. 3 is a block diagram of the television terminal. In this example, the television terminal includes a main body 400, a display device 402, and an operation remote controller 416. The main body 400 has a receiving antenna 404 and receiving means 406 for receiving broadcast radio waves, a television tuner 408, and a browser 410. As a result, the advertisement material 2b and the response generating means 2c, which are separately transmitted in the two frequency bands, are combined according to the BML format and displayed on the display device 402. In the figure, on the display device 402, an image 403 based on the advertisement material and an image 432 based on the response generating means are displayed. The image 432 of the response generating means includes, as an example, a button 434 for applying for a present.

The main body 400 of the TV terminal further includes an internal bus 4
The input means 414 of the operation remote controller 416 via 12 and the broadcast content storage means 418 such as response means for temporarily accumulating the data transmitted by the data broadcast, the information of the television terminal and the terminal household A terminal for storing personal information and the personal information storage means 420 and a communication means 422 for transmitting and receiving data to and from the external communication line 54 are connected. The TV terminal information includes a terminal ID for authentication,
A password, a household name, an address, a telephone number, etc. are included, and personal information includes attribute information such as name, age, gender, and other hobbies. Also, the communication means 422 is
For example, a modem device that enables Internet communication.

Among the transmitted contents, the program contents in the first frequency band and the advertisement material in the advertisement container are displayed on the display device 402 while being received.
Therefore, it is reproduced in real time in principle. Of course, when the television terminal has a large-capacity storage means such as a hard disk, the content data can be stored in the hard disk and reproduced at a time independent of the transmission time. On the other hand, the data of the data broadcast in the second frequency band is repeatedly received at a predetermined cycle, but the data is temporarily stored in the broadcast content storage means 418. If the broadcast content storage means 418 has a large capacity, as described above, it is possible to store the program content and the advertisement material together.

FIG. 4 is a diagram showing an example of advertisement display in the present embodiment. FIG. 4A is an example in which an image 430 based on the advertisement material is displayed following the normal display of the program content. In this example, the image 430 of the car is displayed on the full screen, and a character area 431 "Press" d "on the remote control" is displayed at a position below the screen. In this state, when the viewer operates the remote control button “d”, the image 430 of the advertisement material is reduced and displayed, and the image 432 by the response generating means is displayed in the remaining screen area. Since the data of this response generation means is temporarily stored in the broadcast content storage means 418 of the television terminal as described above,
It can be displayed by the browser 410 in response to pressing the remote control button “d” at any time during the advertisement broadcast.

In this example, the image generated by the response generating means includes a message "Present is XX" and a present application button 434. Therefore,
When the application button 434 is clicked from the operation remote controller 416, the image 432 by the response means is the message "Please select you" and the list 436 of personal names registered in the terminal / personal information storage means 420. , The image changes to include the send button 438. Then, when the viewer selects an individual with the remote controller and clicks the send button 438, the response generation means creates response data, and the response data is transmitted from the communication means 422 to the external communication line 54.

The response generating means 2c is file data described in the broadcast markup language, like the image transmitted by the Internet, and the image can be configured in various forms. In addition to the hierarchical menu format in which images change in a conversational format as shown in FIG. 4, a tab selection format in which a plurality of menus can be selected in parallel may be used.

FIG. 5 is a diagram showing the response data and the totalization thereof. The response generating means 2c generates the response data 4 in response to the above response operation. The response data 4 includes, in addition to the advertisement container ID 4a, response data 4c indicating the content of the response.
And at least the personal information 4b of the viewer or terminal generating the response.

The advertisement container ID 4a is identification information for identifying which advertisement is sent at which time (program) of which channel of which broadcasting medium, and therefore, if the advertisement container ID of the response data 4 is decoded. ， It is possible to know which broadcast media, which channel, which channel, and which advertisement is broadcast at which time. The personal information 4b is the personal information of the viewer in the example of FIG. If the viewer name is not selected, the information on the television terminal may be stored as the personal information in the response data as the default. Further, the response data 4c is data indicating what kind of response was received, and in the example of FIG. 4, is data for applying for a present. When the response generating means includes a request for a product catalog in addition to applying for a present, the response data includes one or both of applying for a present and requesting a catalog. Furthermore, the response generation means
When the question to the viewer is included, the response data is included in the response data.

FIG. 5 shows four response data 4-1 to 4-4.
It is shown. Response data 4-1 and 4-4 are responses to the advertisement container ID # 01, and response data 4-2 and 4-3 are responses to the advertisement container ID # 02. These response data are transmitted from the television terminal 40 via the communication line 54 such as the Internet.
It is transmitted to the response receiving device 50 and stored in the response database file 52.

The response database file 52 is
It is transferred to the response tabulation / analysis module 28. This file transfer is preferably performed via a communication line. Alternatively, the response aggregation / analysis module 28
However, the data may be totaled by accessing the response database file 52.

The response totaling / analyzing module 28
Aggregate multiple response data. According to the totaling step S10, for example, response data is totaled based on the advertisement container ID. In the example of FIG. 5, the advertisement container ID
For # 01 and # 02, respectively. By this totaling, it is possible to total the responses to the advertisements broadcast in a certain program. Further, although not shown, response data for advertisements having the same advertisement content but broadcasted in different programs are naturally added up. Furthermore, response data for advertisements of the same advertisement content broadcast on different broadcast media can be aggregated.

Then, in the analysis step S12, the aggregated responses are analyzed. The following methods can be considered as analysis methods. However, these do not show all analysis methods. (1) The number of responses with the same advertisement container ID is totaled, and the cost-effectiveness etc. is analyzed for each transmitted advertisement container. (2) Aggregate the number of responses to the same advertisement material,
Analyze the reaction of advertising material. (3) Personal information (eg, sex, age,
Attribute information such as preferences) is analyzed and the response to the ad container is analyzed by sex, age, and preferences. (4) The number in (1) above is totaled for each type of response. The number of applications for presents, the number of requests for catalogs, the number of products purchased, etc. are analyzed for each response level as the type of response. Alternatively, the response score is analyzed by weighting according to the response level. (5) Aggregate the number in (2) above for each broadcast media and analyze the broadcast media with a large response. (6) The number in (2) above is totaled for each program, and the number of responses corresponding to the attribute of the program (such as a mountain favorite program, a sea favorite program) is analyzed. (7) The number in (2) above is aggregated for each personal information, and the analysis as in (3) above is performed. (8) Aggregate the number in (2) above for each type of response,
Analyze as in (4) above.

The response to the advertisement is analyzed from the aggregated data of the response data as described above, and the advertisement design data 1 regarding the content of the next advertisement and the distribution of the advertisement transmission is obtained by the advertisement design module 22 (see FIG. 1). Is generated. How to collect and analyze response data
It is often predetermined when the advertisement design data 1 is first generated. Then, the result of the actual advertisement obtained from the response data is compared with the result of the advertisement assumed in advance to examine how to change the next advertisement.

Then, according to the newly generated advertisement design data 1, the advertisement generation module 24 generates the advertisement container 2 and the advertisement transmission data 3, and the advertisement transmission module 26 determines the advertisement container 2 and the advertisement transmission data. 3 and
It is sent to the broadcaster of the corresponding broadcast media. that's all,
This means that the advertising cycle 10 has completed.

As described above, as shown in the above-mentioned advertisement cycle 10, the advertisement container ID is embedded in the transmitted advertisement container 2, and the response data generated by the operation of the viewer from the terminal includes the advertisement container ID and the terminal. It is possible to analyze various responses by including the personal information of the above and collecting the response data according to the advertisement container ID. Then, the content of the new advertisement and the distribution of transmission are designed based on the analysis result. By repeating this advertising cycle 10 a plurality of times, it becomes possible to supply advertisements more efficiently, and to supply the person who wants to see the advertisement to the person who wants to see the advertisement at the time when he / she wants to see the advertisement, thereby maximizing the effect of the advertisement. You can

Next, the advertisement cycle will be described using a plurality of concrete examples. [First Advertising Cycle] FIG. 6 is a chart showing the first advertising cycle. In this example, different advertisement materials A and B are sent on-air (transmitted), and the advertisements A and B having response generating means such as presents and catalog requests are sent or not. Data is aggregated, an advertisement with a large number of responses (or a total score when weighting the type of response) is selected, and the advertisement is continuously aired (transmitted). Alternatively, increase the distribution of advertisements with a large number of responses.

As shown in FIG. 6, the advertisement generation system 20 generates advertisements A and B for the same product or service (S20), and transmits the respective advertisement containers 2 and advertisement transmission data 3 by the broadcaster. The data is electronically sent to the device 30 (S22). The sending means 30 sends the advertisement containers 2 for each of the advertisements A and B according to the advertisement sending data (S2
Four). By this transmission, advertisements A and B are simultaneously supplied to the plurality of terminals 40.

In the example of FIG. 6, the advertisement A is displayed by the terminals P and Q.
To S2 (S2
5), no response is made to advertisement B.
As a result, each response data 4 is transmitted to the response receiving device 50 (S26). The response data 4 includes #A as the advertisement container ID, #P and #Q as the personal information of the terminal, and # 1 and # 2 as the response data.

The response receiving device 50 stores the received response data in the response database file 5 and transfers it to the advertisement generating system 20 (S28). In response to this, the advertisement generation system 20 totals the number of responses for each of the advertisements A and B (S30). In this example, the number of responses to the advertisement A is larger than the number of responses to the advertisement B. As a result, in the advertisement generation system 20, the second advertisement design data 1 is generated to generate advertisement transmission data in which the transmission distribution of the advertisement A is increased (S34), and the advertisement is electronically transmitted to the transmission device 30 together with the advertisement container. . Then, the sending device 30 is on-air (sending) of the advertisement container 2 of the advertisement A.
Is performed a large number of times, and the advertisement container 2 of the advertisement B is aired (transmitted) a smaller number of times. As a result, more reverberant advertisement A is provided to the terminal.

In another example, the second advertisement design data 1 for generating only the advertisement transmission data of the advertisement A is generated, only the advertisement container of the advertisement A is aired (transmitted), and the advertisement B is generated.
Get rid of on-air advertising containers. In other words, select an advertisement that has a large number of responses and place it on air. As a result, the cost effectiveness of advertising can be maximized.

In the first advertisement cycle, there are a plurality of response types such as interest, catalog request, and product purchase, and a higher response level is weighted more heavily by product purchase and the response scores are totaled. You may analyze. [Second Advertisement Cycle] FIG. 7 is a chart showing the second advertisement cycle. In this example, the advertisement A is the program X, Y
It is an advertising cycle in which the on-air ratio is increased for programs with a large number of responses. The programs X and Y mean an advertising space that specifies which channel of which broadcast medium and program of which time. That is, in the second advertisement cycle, the advertisement space is variable according to the size of the advertisement response.

As shown in the figure, the advertisement A is generated by the advertisement generation system (S40). The response generating means of the advertisement A is similar to that in the first advertisement cycle. At this time, the advertisement transmission data 3 for the programs X and Y is also generated. Then, the ID of the advertisement container for the programs X and Y is set to AX, AY.
As a result, the advertisement container AX, AY is electronically sent to the sending device 30 together with the corresponding advertisement sending data X, Y (S42). The sending device 30 sends the advertising containers AX and AY on air (sending) according to the advertising sending data X, Y (S44).

In the example of FIG. 7, the response operation (S45) is performed on the advertisement A in the program X at both terminals P and Q. That is, it is assumed that the program X has many responses but the program Y has few responses. The response data 4 is transmitted from each terminal to the response receiving device 50 and stored in the response database file 5. The response database file 5 is electronically submitted (S48) to the advertisement generation system 20 and is a target for tabulation and analysis.

Aggregate responses from the advertisement generation system 20
The analysis module 28 totals the response data for each program and analyzes the response score weighted according to the number of responses of the programs X and Y or the type of response (S50). In this example, the program X has a large number of responses. Therefore, the advertisement generation system generates advertisement transmission data with a high transmission distribution to the program X (S52), and electronically transmits the advertisement container AX and the advertisement transmission data X to the on-air transmission device 30 (S54). ). In this example, the on-air to the program Y is set to zero, and only the on-air to the program X is set. Therefore, the transmission device 30 is
At, the advertisement container AX of the advertisement A is sent out more frequently (S56). As a result, the advertisement A can be aired more efficiently, and the cost effectiveness of the advertisement can be improved.

Of course, the advertisement transmission data may be changed so as to reduce the transmission distribution without making the on-air to the program Y zero.

In the case of nationwide digital broadcasting from satellites such as BS and CS, the distribution of advertisement transmission is the distribution of which channel and in which time zone it is sent, and in digital broadcasting using terrestrial broadcasting, It is the distribution of which channel in which region and which time zone the data is transmitted. Hereinafter, when changing the distribution of advertisements, the same operation as above is performed. [Third Advertisement Cycle] In the third advertisement cycle shown in FIG. 8 as well, similar to the second advertisement cycle, the same advertisement is aired on a plurality of advertisement spaces (programs) and is aired in response to the response. This is an example in which the allocation ratio of space (program) is made variable. However, as the response, the response that the product or service is actually purchased is aggregated. Therefore, the response data from the terminal and the POS data input at the store at the time of purchase are combined.

With respect to the advertisement A, an advertisement container for the programs X and Y and advertisement transmission data are generated (S40), electronically transmitted to the transmission device 30 (S42), and aired from the transmission device 30 (S40).
Up to 44), it is the same as the second advertising cycle. In the example of FIG. 8, the advertisement A in the program X is displayed on the terminal P.
Is being responded to (S45). However, the response generating means includes a response for requesting a coupon that allows a discount when purchasing a product.
Therefore, when a request for a coupon request occurs at the terminal P, the response data 4 contains the advertisement container ID #AX.
, Personal information #P, and coupon request response data are included. From the personal information #P, the telephone number of the mobile phone of the viewer who requested the coupon can be specified.

The response receiving device 50 which has received the response data 4 receives the response data 4 from the mobile phone P specified by the personal information #P.
The coupon data 8 is transmitted to (S60). The coupon data 8 includes at least the advertisement container ID #AX and the personal information #P. When the responding viewer goes to the store and displays the received coupon on the mobile phone and purchases the advertisement product (S62), the coupon is input from the POS terminal (S64). Specifically, the displayed coupon includes a barcode, and the barcode includes the coupon data 8 described above. In other words, this POS data is the program X
This corresponds to the purchase response that the advertisement A is viewed and the product is actually purchased.

The POS data includes an advertisement container ID and personal information, and is usually aggregated as product sales data which is an advertisement client. Then, the POS data 9 is transmitted to the advertisement generation system 20 (S66). As a result, the advertisement generation system collects, for each program, response data indicating that an actual purchase has been made in response to the advertisement, and analyzes which program has many purchase responses (S68). Also in this example, it is assumed that the number of purchase responses to the program X is large.

After that, the same as the second advertisement cycle, the advertisement transmission data with the higher transmission distribution to the program X is generated by the second advertisement design data 1 (S52), the advertisement container AX, the advertisement transmission data. X is sent to the sending device, and the advertising container AX is broadcast on program X.

The above-mentioned method of totalizing and analyzing purchase responses and changing the distribution of advertisements on air can be applied to the first advertisement cycle. The purchase response is a higher quality response than the response for requesting a catalog or applying for a present. Therefore, by selecting an advertisement or changing the distribution of on-air according to the purchase response, the efficiency of advertisement can be improved. Can be increased. Furthermore, it is possible to analyze not only the number of purchase responses but also purchase amount information. [Fourth Advertisement Cycle] In the fourth advertisement cycle of FIG. 9, the advertisement is targeted to a plurality of programs having different tendencies and time zones, and the advertisement is targeted from the attribute of the personal information included in the response data. The advertisement is concentrated on the air (transmitted) to a program that includes a large number of viewers with the attribute. That is, the program viewed by the target audience most often is analyzed from the response to the advertisement, and the distribution of the on-air (delivery) of the advertisement thereafter is optimized.

Explaining according to FIG. 9, first, the advertisement generation system 20 generates the advertisement A for the programs 1 to N (S40). Therefore, the advertisement container A-1 ~ for programs 1 ~ N
The AN and the advertisement transmission data # 1 to #N are electronically transmitted to the transmission device 30 (S42), and the advertisement containers A-1 to AN are transmitted (S44). The response generation means of the ad container should be able to generate a simple response such as applying for a gift. In response to this, a response is generated in the terminal, and the response data 4 including the advertisement container IDs #AK, #AL, the personal information #P, #Q and the response # 1 is transmitted from the terminal to the response receiving device 50. .

The response data for this advertisement A is
It is stored in the response database file 5, is transmitted to the advertisement generation system 20, and is aggregated and analyzed. In this example, the attributes of the personal information included in the response data 4 are totaled for each program, and the attributes of the program are analyzed (S7
0). For example, when the advertisement targets a man in his thirties, the program having the largest number of the target attributes among the program attributes obtained from the response data is analyzed. Then, advertisement transmission data in which the advertisement distribution to the program is increased is generated (S72). In the example of FIG. 9, it is assumed that the program K has the highest response from the viewer targeted by the advertisement.

Therefore, the advertisement generation system 20 generates advertisement transmission data #K having a transmission schedule for the advertisement container AK and the program K, and transmits it to the transmission device 30 (S7).
Four). In response to this, the sending device 30 sends the advertisement container A
-K (air) K on air (S76). Advertisement sending data #K
Has been changed so that the transmission rate is higher.

As described above, by utilizing the fact that the response data of the advertisement includes the personal information, the attribute of the program can be analyzed and the advertisement can be distributed to the program having the optimum attribute.

As a modification of the fourth advertisement cycle, the attribute of the viewer who responds to the advertisement is analyzed from the personal information of the response data of the advertisement, and the advertisement material of the next advertisement is viewed with a high response. It is sent after being transformed so that it matches the attributes of the person. Specifically, if a car advertisement is first widely aired and the viewers who respond to it have many attributes of mountain liking, the advertisement material after that is changed to a car advertisement with a mountain background. In this modified example, the attribute of the advertisement is analyzed from the response of the advertisement, and the advertisement is changed to a new corresponding advertisement.

As described above, in the fourth advertisement cycle,
In response to the response from the TV terminal, a purchase incentive means is provided to the viewer's mobile phone, etc., and the POS data or the like generated by purchasing the product or service by presenting the purchase incentive means at the store Response data is collected. As the purchase incentive means, in addition to the above-mentioned discount coupon, a point increase coupon for increasing the customer's points may be used as a purchase incentive means. [Fifth Advertisement Cycle] In the fifth advertisement cycle shown in FIG. 10, the advertisement material that matches the attributes of the viewer included in the personal information of the response data of the advertisement is sent to the viewer who responded on air (sending). To do. In order to provide customized advertising material to responding viewers, the ad container includes both general advertising material and customized advertising material, and further detects whether or not the responding viewer's terminal. Also includes a matching program. As a result, it is detected whether or not the TV terminal executes the matching program and responds (a viewer), and only when it is detected, the customized advertising material can be displayed. On the other hand, if there is no matching, general advertising material is displayed.

Referring to FIG. 10, the advertisement generation system 20 generates the advertisement A (S40), and electronically transmits the advertisement container and the advertisement transmission data to the transmission device 30 (S42). In response to this, the sending device 30 sends the advertising container A on air (sending) (S44). The advertisement transmission data 3 may be transmission data for one program or transmission data for a plurality of programs. Further, it is preferable that the response generating means in the advertisement container includes a means for prompting the viewer to input the ID and the attribute together with the simple response. However, even if the viewer does not input the attribute, the attribute data of the personal information registered in the terminal can be used.

In the example of FIG. 10, the viewer of the terminal P generates a response (S45). The response data 4 includes #A as the advertisement container ID, #P as the personal information, and # 1 as the response data. This response data 4 is transmitted from the terminal to the response receiving device 50 (S46), and the response database file 5 is
It is transmitted to the advertisement generation system 20.

The advertisement generation system 20 analyzes the attribute of the personal information in the response data (S80), and additionally generates the advertisement material Aa according to the attribute of the personal information of the response (S82). And as a new ad container 2,
An advertisement container having the advertisement container ID #A, the general advertisement material A, the advertisement material Aa customized to the attribute, and the matching program is generated and electronically sent to the sending device 30 together with the advertisement sending data 3. In the matching program, the ID information of the terminal that displays the customized advertisement material Aa, that is, the terminal ID that responded
It is included.

The advertisement container 2 is sent from the sending device 30 on air (S86). For each terminal, the terminal ID for which the matching program is registered in the TV terminal
Determines whether it matches the terminal ID of the display target (S88), and at terminal P, the customized advertisement material Aa is displayed.
Is displayed (S90), and the advertisement material A for the general public is displayed on the terminal Q (S92).

In this advertisement cycle, a more customized advertisement material adapted to the attributes of the viewer who is interested in the advertisement from the response data can be displayed only on the viewer's terminal. Specifically, if the viewer's attribute is mountain liking, the customized advertisement material Aa
Is an advertisement for a car with mountains in the background. [Sixth Advertisement Cycle] In the sixth advertisement cycle shown in FIG. 11, the response generation means stores the question generation means for the viewer, the television terminal displays the question for the viewer, and the question is answered. Answers are collected as response data, and the advertising material corresponding to the answers is displayed only on the viewer's terminal. As a concrete example, a question about whether the blood pressure of the viewer is high or low is added to the advertisement, and next time, the advertisement of the food for preventing hypertension is provided to the viewer who has high blood pressure. A general advertisement will be provided to the general audience who did not respond. In other words, the sixth advertising cycle is a modification of the fifth advertising cycle, and the customization of the advertising material is adapted to the personal information actively provided by the viewer.

Referring to FIG. 11, first,
The advertisement generation system 20 generates the advertisement A (S40). The advertisement container 2 of this advertisement A includes a general advertisement material A and a response generation means having an inquiry means. The advertisement container 2 and the advertisement transmission data 3 corresponding thereto are sent to the transmission device 30 (S42), and the advertisement container 2 is aired (transmitted) from the transmission device 30 according to the advertisement transmission data. This questioning means includes, for example, the question "Is your blood pressure high?", And prompts the viewer to directly input personal information other than the personal information registered in the terminal.

In the example of FIG. 11, the viewer of the terminal P answers the question and generates response data (S45).
Therefore, the response data 4 transmitted from the television terminal P to the response receiving device 50 includes the advertisement container ID
It includes #A, personal information #P, and reply data #L.
The response data 4 is stored in the response database file 5 and transmitted to the advertisement generating system 20.

In the advertisement generation system 20, the answers contained in the response data are totaled and analyzed (S100), and the new advertisement container 2 in which the advertisement material AL corresponding to the answer is added
Is generated (S102). In this advertisement container 2, the advertisement container ID #A, the general advertisement material A, the customized advertisement material AL for the responding viewer, and the matching program for matching the terminal ID of the responding viewer. Have.

The advertisement container 2 and the advertisement sending data 3 are sent to the sending device 30 (S104), and the advertising container 2 is sent on air (sending) from the sending device (S106). At the terminals P and Q, the matching program stored in the received advertisement container 2 executes whether or not the responding viewer terminal ID and the receiving terminal ID match (S108), and the matching terminal P customizes. The displayed advertisement material AL is displayed (S110), and if the terminal Q does not match, the advertisement material A for the general public
Is displayed (S112).

As described above, in the sixth advertisement cycle, the response generation means inputs the personal information of the viewer, and the individual advertisement material suitable for it is answered instead of the general advertisement material. It can be displayed only on the person's terminal. [Seventh Advertisement Cycle] The seventh advertisement cycle shown in FIG. 12 is a modification of the fifth advertisement cycle, in which a customized advertisement material corresponding to the attribute of the program for which a response is received is returned. Display only on the viewer's terminal. As a specific example, when there is a response to an advertisement from a program that likes mountains, it is determined that the viewer likes mountains, and the viewer is provided with advertisement material for the car with the mountains in the background. To do. As described above, in the seventh advertisement cycle, the viewer is not required to actively input personal information,
Guess the attribute of the viewer from the attribute of the program that responded,
It is possible to provide effective advertising material corresponding to the individual attributes of the viewer.

Explaining according to FIG. 12, the advertisement generation system 20 generates the advertisement A for the programs X and Y (S40). Then, each advertisement container and advertisement transmission data are transmitted to the transmission device 30 (S42). In response to this, the sending device 30 sends the advertisement container for the programs X and Y.
AX and AY are sent on air (S44). The response generation means of this ad container may be a simple response such as a gift application.

In the example of FIG. 12, the terminal P generates a response to the advertisement of the program X (S45). The response data 4 is transmitted from the terminal P to the response receiving means 50 (S46). The response data 4 includes #AX as the advertisement container ID, personal information #P of the terminal, and response content # 1. It is possible to identify in which program the response is based on the advertisement container ID. In this example,
It is assumed that the program X is a program for mountain lovers.

The response database 5 is transmitted to the advertisement generation system 20, and the responses are totaled and analyzed for each program attribute (S120). It can be inferred that the viewer who returned a response to the mountain lover program X has a personal attribute of mountain lover. Therefore, the advertisement container 2 to which the advertisement material AX of the car with the mountain in the background is added is generated and sent to the sending device 30. That is, the newly changed advertisement container 2 includes the advertisement container ID #AX, the general advertisement material A, the advertisement material AX customized for mountain lovers, and the matching program. Furthermore, a response generating means is also included.

When the advertisement container is eventually sent on air (transmitted) from the transmission device 30, the matching program runs on each terminal and the received terminal becomes the terminal of the viewer who should display the customized advertisement material AX. A match is detected (S128). Then, at the terminal P, the customized advertising material AX is displayed in agreement (S130), and the terminal Q is displayed.
In the case of disagreement, the advertisement material A for the general public is displayed (S1
32).

As described above, in the seventh advertisement cycle, the advertisement material customized to the attribute of the responded advertisement can be displayed only on the terminal of the viewer who responded, thereby improving the efficiency of the advertisement. You can

In the seventh advertising cycle, the advertising material AX customized for the responding viewer can be added to the advertising container for programs other than the responding program. In that case, the advertising material customized corresponding to the attribute of the program is provided to the responding viewer.

In the above embodiment, the advertisement design data 1
Was not specifically explained. Advertising design data 1
As described above, is the design drawing-like data for generating the advertisement container and the advertisement transmission data, and various forms are conceivable. Therefore, the structure of the advertisement design data 1 is not particularly limited as long as it includes basic data for generating the advertisement container and the advertisement transmission data. The advertisement design data 1 is changed (or repeated) for delivery of a new advertisement every time the advertisement cycle 10 cycles.

As described above, the scope of protection of the present invention is not limited to the above-described embodiments, but extends to the inventions described in the claims and their equivalents.

[0092]

As described above, according to the present invention, the ID is embedded in the advertisement container to be sent, and the advertisement container ID is also embedded in the response data for the advertisement. Thereby,
Response data for advertisements can be aggregated,
Subsequent advertisements can be provided with the optimum advertisement material or transmission distribution adapted to the response.

Further, by including the terminal ID and the viewer information of the terminal household in the response data, the customized advertising material can be displayed only to the terminal or the viewer who has made the response. For that purpose, the advertisement container includes a matching program that matches the terminal together with the advertisement material. The matching program runs on the terminal that receives the ad container and determines whether to display the customized ad material.

[Brief description of drawings]

FIG. 1 is a diagram showing an entire advertisement generation cycle in the present embodiment.

FIG. 2 is a diagram showing the generation of an advertisement container in the advertisement generation module 24.

FIG. 3 is a configuration diagram of a television terminal.

FIG. 4 is a diagram showing an example of advertisement display in the present embodiment.

FIG. 5 is a diagram showing response data and its aggregation.

FIG. 6 is a chart showing a first advertising cycle.

FIG. 7 is a chart showing a second advertisement cycle.

FIG. 8 is a chart showing a third advertising cycle.

FIG. 9 is a chart showing a fourth advertising cycle.

FIG. 10 is a chart showing a fifth advertising cycle.

FIG. 11 is a chart showing a sixth advertising cycle.

FIG. 12 is a chart showing a seventh advertisement cycle.

[Explanation of symbols]

1 Advertising design data 2 Ad container 3 Advertisement transmission data 4 Response data 5 Response database 20 Advertisement generation system 30 Advertisement sending device (broadcasting station) 40 TV terminals 50 Response receiver

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Claims (20)

[Claims] 1. An advertisement generation method for generating a digital advertisement in response to a response from a viewer, wherein a material parts database having a plurality of material parts is stored in a material parts storage means, and according to the first advertisement design data. A first advertisement container, which is generated by combining a plurality of material parts in the material part storage means and has at least advertisement identification information, advertisement material, and response generation means for generating a response by a viewer, and the first advertisement. A first advertisement generation step of generating first advertisement transmission data having container transmission information, and the first advertisement container is simultaneously transmitted to a plurality of terminals via a predetermined medium according to the first advertisement transmission data. When the advertisement material is sent and reproduced on the viewer's terminal, the viewer responds to the response through the response generating means. A response aggregation step of aggregating a response including at least the advertisement identification information, response data, and the personal information of the viewer according to the advertisement identification information, and analyzing the aggregated response information, and responding to the response A response analysis step of generating second advertisement design data, and a second advertisement container and a second advertisement transmission different from the first advertisement container and the first advertisement transmission data according to the second advertisement design data A second advertisement generating step of generating at least one of the data, and an advertisement generating method. 2. The advertisement generating method according to claim 1, wherein the advertisement material of the second advertisement container is different from the advertisement material of the first advertisement container. 3. The method according to claim 1, wherein after the first and second advertisement generation steps, the advertisement container and the advertisement transmission data are transmitted, and the transmission device is caused to transmit the advertisement container. Advertising generation method. 4. The method according to claim 1, wherein a plurality of types of first advertisement containers having different advertisement materials and first advertisement transmission data are generated in the first advertisement generation step, and different in the response analysis step. An advertisement generation method characterized by generating the second advertisement design data for generating second advertisement transmission data that changes transmission distribution of the plurality of types of first advertisement containers according to a response to an advertisement material. . 5. The second advertisement sending data according to claim 4, wherein the sending distribution of the first advertising container having a large number of responses is set high, and the sending distribution of the first advertising container having a small number of responses is set low. An advertisement generating method characterized by being changed. 6. The first advertisement transmission data having transmission data to a plurality of advertisement spaces is generated in the first advertisement generation step, and the plurality of advertisement spaces are generated in the response analysis step. The advertisement generation method, wherein the second advertisement design data for generating the second advertisement transmission data for changing the distribution of transmission to the plurality of advertisement spaces is generated according to the response in 1. 7. The second advertisement sending data according to claim 6, wherein the sending distribution to the first advertising space with a large number of responses is high, and the sending distribution to a second advertising space with a small number of responses is low. An advertisement generation method characterized by being modified as follows. 8. The method according to claim 1, wherein in the first advertisement generation step, first advertisement transmission data having transmission data to a plurality of advertisement spaces is generated and included in the response in the response analysis step. The second advertisement transmission data for detecting the advertisement space having the attribute targeted by the advertisement and generating the second advertisement transmission data for increasing the transmission distribution to the detected advertisement space according to the attribute of the personal information that is stored. An advertisement generation method characterized by generating advertisement design data. 9. The response analysis step according to claim 1, wherein the second advertisement container for changing the advertisement material is generated in accordance with the attribute of the personal information included in the response. An advertisement generation method characterized by generating advertisement design data. 10. The response analysis step according to claim 1, further comprising a customized advertisement material in which the advertisement material is changed in accordance with an attribute of personal information included in the response, and further, the terminal which responded to the response. Advertisement generation characterized by determining whether they match and generating the second advertisement design data for generating a second advertisement container having matching means for displaying the customized advertisement material when they match. Method. 11. The response generating means in the first advertisement container according to claim 1, wherein the response data includes an inquiry means for the viewer, and the response data includes answer data to the inquiry means. In the analysis step, the customized advertisement material is obtained by changing the advertisement material according to the attribute of the response data included in the response, and it is further determined whether or not the customized advertisement material matches with the responding terminal. An advertisement generation method, comprising: generating the second advertisement design data for generating a second advertisement container having a matching unit that displays the customized advertisement material. 12. The response analysis step according to claim 1, further comprising a customized advertisement material in which the advertisement material is changed according to an attribute of an advertisement space in which the response is generated, and further, the customized advertisement material is matched with the responding terminal. And a second advertisement design data for generating a second advertisement container having matching means for displaying the customized advertisement material when they match each other. 13. An advertisement generation method for generating a digital advertisement in response to a response from a viewer, wherein a material parts database having a plurality of material parts is stored in a material parts storage means, and according to the first advertisement design data. A first advertisement container, which is generated by combining a plurality of material parts in the material part storage means and has at least advertisement identification information, advertisement material, and response generation means for generating a response by a viewer, and the first advertisement. A first advertisement generation step of generating first advertisement transmission data having container transmission information, and the first advertisement container is simultaneously transmitted to a plurality of terminals via a predetermined medium according to the first advertisement transmission data. When the advertisement material is sent and reproduced on the viewer's terminal, the viewer generates the response material through the response generating means. In response to the response, purchase response data corresponding to the purchase incentive means provided to the viewer in response to the response, the purchase response data including at least the advertisement identification information and the viewer's personal information, The response totaling step of totaling according to the identification information, and analyzing the totaled response information,
A response analysis step of generating second advertisement design data corresponding to the response, and a second advertisement container and a second advertisement container different from the first advertisement container and the first advertisement transmission data according to the second advertisement design data. And a second advertisement generation step of generating at least one of the two pieces of advertisement transmission data. 14. The method according to claim 13, wherein, in the first advertisement generation step, a plurality of types of first advertisement containers having different advertisement materials and first advertisement transmission data are generated, and different in the response analysis step. An advertisement characterized by generating the second advertisement design data for generating the second advertisement transmission data that changes the transmission distribution of the plurality of types of first advertisement containers according to the purchase response data for the advertisement material Generation method. 15. The method according to claim 13, wherein in the first advertisement generation step, first advertisement transmission data having transmission data to a plurality of advertisement spaces is generated, and in the response analysis step, the plurality of advertisement spaces are generated. An advertisement generation method, wherein the second advertisement design data for generating the second advertisement transmission data for changing the transmission distribution to the plurality of advertisement spaces is generated according to the purchase response data for the advertisement. 16. An advertisement generation method for generating a digital advertisement in response to a response from a viewer, which is generated by combining a plurality of material parts stored in a material part storage means, and at least advertisement identification information and an advertising material. And a first advertisement container having a response generating means for generating a response by the viewer, and a first advertisement generation step of generating first advertisement transmission data having transmission information of the first advertisement container, When the first advertisement container is simultaneously transmitted to a plurality of terminals via a predetermined medium according to the first advertisement transmission data and the advertisement material is reproduced on the viewer's terminal, the response is generated from the viewer. A collection of responses that are replied through the means and that aggregate at least the response including the advertisement identification information according to the advertisement identification information. And a second step of analyzing the aggregated response information and generating at least one of a second advertisement container and a second advertisement transmission data different from the first advertisement container and the first advertisement transmission data. An advertisement generation method comprising: an advertisement generation step. 17. The method according to claim 16, wherein in the second advertisement generation step, the customized advertisement material is obtained by changing the advertisement material according to the attribute of the personal information included in the response, and the response is further included. The method for generating an advertisement, characterized in that it determines whether or not the terminal matches the terminal, and generates a second advertisement container having matching means for displaying the customized advertisement material when the terminal matches. 18. The response generating means in the first advertisement container according to claim 16, further comprising a questioning means for the viewer, wherein the response data includes answer data to the questioning means. In the step 2 of generating an advertisement, according to the attribute of the response data included in the response, the customized advertisement material in which the advertisement material is changed is further included, and it is further determined whether or not the customized advertisement material matches the terminal that responded, An advertisement generation method comprising generating a second advertisement container having a matching means for displaying the customized advertisement material when they match. 19. The terminal according to claim 16, further comprising a customized advertisement material in which the advertisement material is changed in accordance with an attribute of an advertisement space in which the response is generated, in the second advertisement generation step. And a matching means for displaying the customized advertisement material when it matches, and a second advertisement container having a matching means for displaying the customized advertisement material is generated. 20. In an advertisement generation system for generating a digital advertisement in response to a response from a viewer, a material parts storage means in which a material parts database having a plurality of material parts is stored and is stored in the material parts storage means. A first advertisement container having at least advertisement identification information, advertisement material, and a response generating means for generating a response by the viewer, and a first advertisement container having transmission information of the first advertisement container. 1
An advertisement generation module that generates the advertisement transmission data of
An advertisement transmission module for transmitting the first advertisement container and the first advertisement transmission data, and the first advertisement container simultaneously for a plurality of terminals via a predetermined medium according to the first advertisement transmission data. A response totaling module for totaling, in accordance with the advertisement identification information, a response sent from the viewer through the response generation means when the advertisement material is transmitted and reproduced on the terminal of the viewer, the response including at least the advertisement identification information; A second advertisement container and second advertisement transmission data different from the first advertisement container and the first advertisement transmission data according to the analysis result of the aggregated response information. Is generated, and the advertisement transmission module transmits the ad container and the advertisement transmission data. Advertisement generation system to be.