JP2015222458A - Advertisement purchase device and advertisement purchase method - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide an advertisement purchase device and an advertisement purchase method capable of obtaining sufficient advertisement effects by suppressing costs required for the purchase of a keyword as an advertisement posting condition, and purchasing the keyword with which the large number of search, impressions and clicks can be captured at an optimal timing.SOLUTION: An advertisement purchase device includes: reading the record of advertisement request information from an advertisement request information database 21 (S101); extracting a related keyword related to an advertisement object (S102); selecting a unique related keyword from among the related keywords (S103); comparing the unique related keyword with SNS information, advertisement effect information and viewer DMP information to verify validity (S104); analogizing an association keyword for evoking the advertisement object from among the unique related keywords (S105); collating the price of the unique related keyword or the analogized association keyword with an advertisement budget to select the keyword (S106); and storing the keyword in a purchase keyword information database 26 (S107).

Description

  The present invention relates to an advertisement purchase apparatus and an advertisement purchase method for an advertisement distributed via a network, and in particular, an advertisement purchase apparatus and an advertisement purchase that can select and purchase a keyword as an advertisement posting condition. Regarding the method.

Conventionally, Internet advertisement using a communication network such as the Internet has been widespread. Internet advertisement is a general term for advertisements posted on Internet websites and emails. By displaying advertisements consisting of images, videos, texts, etc. on search engines and portal sites, and allowing users to click on the advertisements, It leads to the site of the advertiser (advertiser client).
Internet advertisements are classified into several categories depending on the delivery method. Search-linked advertisements linked to search keywords, content-linked advertisements linked to the content of website contents, and attribute information such as sex / age They are classified into demographic targeting advertisements that are limited, behavioral targeting advertisements that display highly relevant advertisements based on the user's past browsing history and the latest search keywords.

In particular, search-linked advertisements are widely used as a type of Internet advertisement, and in conjunction with a search keyword entered in a search engine, search for advertisements related to that keyword on the search results screen. It is displayed at the same time as the result.
In this search-linked advertisement, for example, a keyword is sold to an advertiser in an auction format, and when the keyword is searched by a search engine, the advertisement is displayed on the search result screen in descending order of bid price. Then, the advertiser is charged according to the number of times the advertisement is displayed, the number of times the advertisement is clicked, and the like. The display of the advertisement is referred to as an impression, and the number of times the advertisement is displayed is referred to as the number of impressions.
In this search-linked advertisement, advertisers set keywords that are frequently searched, and set the appropriate keywords that many users who are interested in the field related to the advertising target can search. You can increase the number of visits to the site.

In addition, content-linked advertising is widely used as a type of Internet advertising, similar to the above-described search-linked advertising, and is used on websites that provide highly relevant topics (contents) for advertising targets. , Ads that appear in specific areas within the website.
In this content-linked advertisement, for example, a certain keyword is sold to an advertiser, and a specific area on a website that provides the content of the keyword or the content of the content inferred from the keyword To the advertiser who purchased the keyword. Then, similarly to the search-linked advertisement described above, the advertiser is charged according to the number of times the advertisement is displayed, the number of times the advertisement is clicked, and the like.
In this content-linked advertisement, the advertiser is a keyword that is frequently mentioned on various websites such as news articles and blogs, and may be viewed by many users who are interested in the field related to the advertising target. By setting the exact keywords included in websites with high content, you can increase the number of visits to your site.

It is known that search-linked advertisements and content-linked advertisements as described above are more appealing to potential customers than advertisements that are distributed regardless of user interest. In particular, search-linked advertisements and content-linked advertisements have a high affinity. Search-linked advertisements are displayed on the search result screen of the search engine that is the entrance of the user, and content-linked advertisements are displayed on the website screen that has been moved after the search. It is also common to display advertisements.
In addition, search-linked ads and content-linked ads often use demographic targeting ads and behavioral targeting ads, and demographic targeting ads and behavioral targeting ads can also be used in combination with user attributes and user behavior history. It is known that the appeal to potential customers is further improved by referring to.

As a technique related to such Internet advertising, for example, in Patent Document 1, as an element for displaying an advertisement, in addition to a search keyword input by a user in a search engine or a keyword extracted from an advertisement distribution target site, a predetermined Event occurrence conditions are stored as a condition list, it is detected from the condition list whether or not a condition specified in advance by the advertiser has occurred, and if that condition has occurred, the advertisement is given priority A technique for displaying is disclosed.
In Patent Document 2, a condition for narrowing down the search result according to the keyword is presented to the user, the search result is narrowed down according to the user's selection, and an advertisement corresponding to the narrowed-down condition is displayed along with the narrowed search result. A technique for displaying is disclosed.

Japanese Patent No. 5220297 JP 2010-049409 A

In Internet advertisements such as search-linked advertisements and content-linked advertisements as described above, when an advertiser places an advertisement, an advertiser is a keyword related to the advertisement target and a user who is a consumer group of the advertisement target It is necessary to select an optimal keyword that is searched or browsed more frequently and is highly likely to be clicked, and set it as a keyword as a posting condition, for example, a keyword for search or a keyword for specifying content.
However, there are times when keywords are prevalent and when they are likely to become topics, and the number of keyword searches and the number of websites that provide content related to keywords change and increase or decrease daily. For this reason, it is very difficult to always find an optimal keyword at the optimal timing and set a keyword as a posting condition.

In addition, these keywords are usually sold in an auction format, but popular keywords such as big words such as broad words that are frequently searched and tend to be talked about have a high competition rate and a high unit price. Cheap. On the other hand, even if it is not an auction format, the unit price of bigwords is often set high originally by advertising media companies.
Therefore, in order to set these big words as keywords that serve as posting conditions, the purchase cost for bidding and the like is enormous. For this reason, there is a demand for advertisers to obtain sufficient advertising effects while setting keywords that are not popular because of low search frequency and topicality, such as narrow words that can be purchased as cheaply as possible.
However, while small words can be purchased at a low competitive price and at a low unit price, it is very difficult to find the optimal keyword that can be expected to have sufficient advertising effect from that small word and set it as the keyword for the posting condition. is there.
The search engine may perform a multiple word search by setting two or more keywords. In that case, since the keyword-to-keyword combination is purchased for search-linked advertising, the unit price is generally lower than the case of one word, but finding the optimal keyword combination with high advertising effectiveness Is also very difficult.

  Therefore, the present invention has been made in view of the above-mentioned problems, and the object of the present invention is to increase the number of searches, impressions, or clicks while suppressing the cost of purchasing a keyword that is an advertisement posting condition. An object of the present invention is to provide an advertisement purchase apparatus and an advertisement purchase method capable of purchasing an acquirable keyword at an optimal timing and obtaining a sufficient advertisement effect.

  According to the advertisement purchase apparatus of the present invention, the above-described problem is directed to an advertisement sending apparatus that distributes advertisement data to a user terminal apparatus via a network and that requests insertion of the advertisement data by specifying a posting condition. A purchase device, which is related to the advertising target created based on the means for receiving advertising target information from the advertiser terminal device, the received advertising target information, and the advertising target information Means for registering the keyword in the advertisement target storage means, and broadcast meta information storage means for storing the content of transmission transmitted on the broadcast medium using the keyword as a key, and by transmitting on the broadcast medium, Attention level determination means for determining whether or not an advertisement effect increasing word whose frequency of access from a user terminal device increases within a predetermined period, and the keyword is the advertisement effect increasing word An advertisement purchasing means for transmitting, to the advertisement sending device during the predetermined period, request information for distribution of the advertisement data in which the keyword is specified as the posting condition. Solved.

In addition, according to the advertisement purchase method of the present invention, an advertisement purchase requesting the advertisement sending device that distributes the advertisement data to the user terminal device via the network is requested to place the advertisement data by specifying a posting condition. A method for receiving information to be advertised from an advertiser terminal device,
A procedure for registering the received advertisement target information and a keyword related to the advertisement target created based on the information in the advertisement target storage means, and a broadcast meta for storing transmission contents transmitted on a broadcast medium An attention level determination procedure for determining whether the keyword corresponds to an advertisement effect increasing word whose access frequency is increased within a predetermined period from the user terminal device by transmission on the broadcast medium with reference to information storage means; When it is determined that the keyword corresponds to the advertisement effect increasing word, an advertisement purchase for transmitting the advertisement data distribution request information specifying the keyword as the posting condition to the advertisement transmitting device during the predetermined period. And the procedure is solved.

As in the above configuration, in the advertisement purchase device and the advertisement purchase method of the present invention, for example, the keyword is an advertisement effect increase word that increases the frequency of access from the user terminal device within a predetermined period due to transmission on the broadcast medium. When it is determined to be applicable, the advertisement sending apparatus is requested to distribute advertisement data using the keyword as a posting condition.
Thus, for example, an optimal keyword that can be expected to have an advertising effect within a predetermined period can be specified and purchased as an advertisement posting condition. For example, the number of keyword searches related to the content transmitted on broadcasting media such as TV programs and CMs, and the number of browsing websites that provide content related to the content are generally from immediately after transmission on the broadcasting media. Extremely increases. Therefore, by selecting the keywords that will serve as the advertisement placement conditions using the broadcast meta information that indicates the broadcast content, it is possible to improve the number of searches and the number of browsing and find keywords that can be expected to have sufficient advertising effects. Can be purchased.
In particular, the present invention specializes in analyzing the broadcast meta information and automatically selecting a keyword suitable for the advertisement target, so that the process from obtaining the broadcast meta information to selecting the keyword is fast. Therefore, it becomes possible to purchase the keyword immediately at the optimum timing, for example, the timing when the user during the transmission on the broadcast medium or immediately after the transmission ends is most exciting. In addition, since the processing can be performed quickly and immediately, the keyword can be purchased before other rival advertisers enter the bid, and the cost for purchasing the keyword can be reduced.
Therefore, as an advertisement purchaser, by using this advertisement purchase device or advertisement purchase method, select a keyword related to the advertising target according to the content transmitted on the broadcast medium or the content transmitted, It is possible to consult with the advertisement client about advertisement placement using the keyword at an optimal timing when the access frequency of the keyword increases and the advertising effect increases. In addition, with regard to an advertisement placement request that has been requested in advance by the advertisement client, it is possible to purchase the optimal keyword related to the advertisement target from the advertisement medium supplier at the optimal timing in accordance with the transmission on the broadcast medium. .

The advertisement purchase apparatus of the present invention further includes means for selecting a synonym of the keyword, and the attention degree determination unit is configured to use the keyword and the synonym of the keyword as the advertisement effect increasing word. Determining whether or not the advertisement purchase means transmits the request information to the advertisement transmission device for only the keyword and / or the synonym determined to correspond to the advertisement effect increasing word. Is preferred.
In this manner, by setting the posting condition for a synonym that is further associated or inferred from the keyword selected as the posting condition, the possibility of being searched or viewed by a larger number of users is increased, and the advertising effect is further improved. In addition, since the broadcast meta information is used in the selection of this synonym, it is possible to select and purchase a synonym that is highly likely to improve the number of searches and the number of browsing and can be expected to have a sufficient advertising effect. A synonym can be created from a keyword by referring to a dictionary such as a thesaurus, for example.

Further, according to the advertisement purchase device of the present invention, the advertisement target information includes information on an advertisement period and a budget that require an advertisement for the advertisement target, and it is determined that the advertisement target increase word corresponds to the advertisement effect increase word. The keyword and / or the synonym is further included in the advertisement transmission device for obtaining a unit price of the advertisement data using the posting condition, and the keyword and / or determined to correspond to the advertisement effect increasing word. In a case where the total amount obtained by multiplying each expected posting number of each of the synonyms by the respective unit price is within the budget, the advertisement purchasing means uses all of the keywords and / or the synonyms as the posting conditions. When the designated request information is transmitted and the total amount exceeds the budget, the advertisement purchasing means sends the user information by sending on the broadcast medium. Degree of increase advertising effects access frequency within the advertising period from end device increases is to remove the lower the keyword and / or the thesaurus, transmitting the request information, are preferred.
In this way, by setting the advertising period and budget, and selecting the advertising effectiveness increasing word that increases the frequency of access from the keywords and synonyms selected as the posting conditions within the limited advertising period and budget, It is possible to efficiently purchase a keyword having a higher advertising effect at an optimal timing.
Here, you may delete keywords and synonyms that increase the access frequency within the advertising period and have a low degree of increase in advertising effectiveness, or keywords and synonyms that increase the frequency of access within the advertising period and that have a high increase in advertising effect. You may specify it preferentially.

Further, according to the advertisement purchase device of the present invention, the attention level determination means refers to the SNS information storage means for storing information that has become a topic in SNS, and for each of the keyword and the synonym, the advertisement It is preferable to determine whether it falls under the effect increasing word.
In this way, by considering the topicality in SNS, for example, what keywords are popular among users, etc., and determining the degree of attention of the keywords and synonyms, it is possible to more accurately in broadcasting media. It is possible to find and purchase a keyword that is likely to improve the number of searches and the number of browsing by sending, that is, an advertisement effect increasing word.

Further, according to the advertisement purchase device of the present invention, the attention level determination unit refers to the advertisement effect information storage unit that stores information indicating a result of distributing the advertisement data, and each of the keyword and the synonym is stored. It is preferable to determine whether it corresponds to the advertisement effect increasing word.
In this way, by determining the degree of attention of the keyword or the synonym by taking into account the past advertising effect on the keyword or the synonym, for example, how much impressions or clicks occurred for a certain keyword or the synonym, More precisely, it is possible to find and purchase a keyword, that is, an advertisement effect increasing word, which is likely to improve the number of searches and the number of browsing by transmission on a broadcast medium.

According to the advertisement purchase device of the present invention, the attention level determination means refers to the viewer DMP information storage means storing user information indicating the user's behavior history, and the keyword and the synonym of the keyword. It is preferable to determine whether each corresponds to the advertisement effect increasing word.
In this way, by taking into account the action history such as the search history and browsing history of the user, the target is narrowed down to the user who is interested in the advertising target, and by selecting a keyword that is likely to be searched or browsed by the user, The click rate and conversion rate are improved, and a high advertising effect can be obtained.

According to the advertisement purchase device of the present invention, it is preferable that the posting condition is a combination of a plurality of the keywords and / or the synonyms.
In this way, after posting multiple keywords and multiple synonyms as posting conditions, keywords that were meaningless combinations before being broadcast on the broadcast media were transmitted on the broadcast media. When it becomes a meaningful combination, it is possible to efficiently find and purchase a combination of keywords that is highly likely to improve the number of searches and views and has a high advertising effect.
The combination includes any combination of keywords, a combination of keywords and synonyms, and a combination of synonyms.

Further, according to the advertisement purchase apparatus of the present invention, the posting conditions specify a keyword for searching in a search-linked advertisement, a keyword for specifying content in a content-linked advertisement, and an attribute in a demographic targeting advertisement. It is preferable that the keyword is at least one of a keyword for viewing or a keyword indicating a browsing history or a search history in the behavioral targeting advertisement.
In this way, a keyword having a higher advertising effect can be selected and purchased for advertisements of any distribution method regardless of the advertisement distribution method.

  According to the advertisement purchase apparatus and the advertisement purchase method of the present invention, keywords that can acquire a large number of searches, impressions, or clicks can be acquired at an optimal timing while suppressing the cost of purchasing the keyword that is the advertisement posting condition. It is possible to purchase and obtain a sufficient advertising effect.

It is explanatory drawing which shows the function structure of the whole system containing the advertisement purchasing apparatus which concerns on this embodiment. It is a conceptual diagram which shows the flow of advertisement purchase. (A), (b) is a figure which shows an example of an advertisement display screen. It is the figure which showed the hardware constitutions of the advertisement purchasing apparatus. It is a figure which shows an example of an advertisement request information table. It is a figure which shows an example of TV meta information table. It is a figure which shows an example of TV meta information table. It is a figure which shows an example of TV meta information table. It is a figure which shows an example of a SNS information table. It is a figure which shows an example of an advertisement effect information table. It is a figure which shows an example of a viewer DMP information table. It is a figure which shows an example of a purchase keyword information table. It is a figure which shows an example of a program evaluation information table. It is a flowchart which shows the flow of a purchase keyword preparation process. It is a flowchart which shows the flow of an advertisement purchase process.

Hereinafter, one embodiment (this embodiment) of the present invention will be described with reference to the drawings.
The present embodiment relates to an advertisement purchase apparatus for purchasing Internet advertisements, and in particular, to an invention of an advertisement purchase apparatus characterized in that many users select and purchase effective keywords to be searched or browsed. It is.

In the present embodiment, as an example, description will be given mainly for a search-linked advertisement, but the present invention is not limited to this, and an advertisement distribution method such as a content-linked advertisement, a demographic targeting advertisement, or a behavioral targeting advertisement is used. Regardless, the present invention can be applied to all advertisements distributed via communication networks such as Internet advertisements.
The search-linked advertisement is an advertisement related to the keyword input to the search engine and displayed on the search result screen at the same time as the search result. This search-linked advertisement is also called a search advertisement or a listing advertisement.
The content-linked advertisement is an advertisement related to the content of the content posted on a website displayed in a specific column or area in the website. Specifically, the content of the content posted on the website is specified based on the keyword or the meaning of the website, and an advertisement suitable for the content is displayed. This content-linked advertisement is also called a content targeting advertisement.
The demographic targeting advertisement is an advertisement distribution that narrows down the target that matches the advertising target based on keywords indicating attributes indicating the gender, age, occupation, region, interest, interest, etc. of the user. . This demographic targeting advertisement is also called attribute targeting advertisement.
In addition, the behavioral targeting advertisement is based on a keyword indicating a user's past browsing history or search history, and the user's interest is estimated, and advertisement distribution is performed by narrowing down a target suitable for the advertising target. This behavioral targeting advertisement is also called a tracking advertisement or a retargeting advertisement.

<Outline of the advertisement purchase system according to this embodiment>
First, a schematic configuration of the advertisement purchase system S including the advertisement purchase apparatus 1 according to the present embodiment and an overall flow regarding the advertisement purchase will be described.
FIG. 1 is an explanatory diagram showing a schematic configuration of a communication system including an advertisement purchase apparatus 1, that is, an advertisement purchase system S. FIG. 2 is a conceptual diagram showing the flow of advertisement purchase.

  As shown in FIG. 1, the advertisement purchase system S is used by an advertisement purchaser, an advertisement requester, an advertisement media provider, a DSP operator, a broadcasting station or a TV meta information collector, and an SNS information collector. .

An advertisement purchaser receives an advertisement placement request for an advertising target from an advertising client, selects an advertising medium best suited for the advertising client from a plurality of advertising media on behalf of the advertising client, and the advertising medium This is a trader who requests placement of an advertisement related to an advertisement target by specifying a placement condition to an advertisement medium trader who provides the advertisement. Note that the advertisement purchaser may request the advertisement medium company to place an advertisement directly, or may indirectly request the advertisement medium company to place an advertisement through a DSP company. In the present embodiment, the advertisement purchase apparatus 1 is installed in this advertisement purchaser.
Here, the advertising target means a product, service, or idea that is a target of advertising activities performed by an advertisement client for a specific or unspecified user. In addition, the idea as an advertising target includes the idea, opinion, or policy of the advertising client. For example, it may be advertising activities or enlightenment activities of various organizations such as political parties and public interest corporations.

In addition, the posting conditions include a keyword for search in a search-linked advertisement, a keyword for specifying content contents in a content-linked advertisement, a keyword for specifying attributes such as sex and age in a demographic targeting advertisement, and behavioral targeting. It includes information such as keywords indicating browsing history and search history in advertisements.
For example, in a search-linked advertisement, a posting condition is satisfied when a corresponding keyword is searched for by a search engine.
Further, for example, in a content-linked advertisement, the insertion condition is satisfied when the corresponding keyword is included in the content of the content posted on a specific website.
Further, for example, in the demographic targeting advertisement, the insertion condition is satisfied when the corresponding keyword matches or approximates the attribute of the user. For example, the keyword specifying the attribute includes a keyword indicating gender and age such as “male”, “female”, and “20s”, a keyword indicating a region such as “Tokyo” and “Osaka”, “student” “ Keywords indicating occupations such as “teacher” and “nurse” are included.
In addition, for example, in behavioral targeting advertisement, the corresponding keyword is a keyword that the user has searched for in the past with a search engine, or is included in the content of the content of the website that the user browsed in the past Occasionally, the posting conditions will be met.

Also, requesting advertisement placement means requesting advertisement placement, and includes the purchase and bidding of advertising space.
Here, the advertising space is, for example, in a search-linked advertisement, a specific area on a search result screen displayed when a user searches for a keyword on the Internet using a terminal device, and an advertisement related to the keyword. This is the area where is displayed. This area includes an area for displaying a search result list. Also, for example, in content-linked advertising, a specific area in a website that a user is browsing with a terminal device, which is an area in which advertisements related to the contents of the website are displayed. Say.

An advertisement client is a company, group, individual or the like who wants to place an advertisement regardless of profit or non-profit, and is a person who purchases the advertising space. In the present embodiment, the advertisement requester terminal 2 that is an advertisement requesting device is installed in this advertisement requester.
The advertisement medium trader is a trader who distributes advertisement data to a user's terminal device via a network, and is a person who provides an advertisement space displayed on an advertisement medium such as a search engine or a website. In the present embodiment, there are a plurality of advertisement medium companies A and B, and the advertisement medium server 3 that is an advertisement transmission device is installed in each of the advertisement medium companies A and B.
The DSP vendor is a DSP (demand side platform), that is, a vendor that plays a role of a platform used by an advertising buyer such as an advertising client, and an optimal advertising space for the advertising client from among a plurality of advertising media vendors. The company that selects and bids. In the present embodiment, the DSP server 4 having an advertisement bidding function is installed in this DSP contractor. In addition, although this DSP trader may receive an advertisement placement request directly from the advertisement client, in this embodiment, it is assumed that the DSP trader goes through an advertisement purchase trader.

A broadcast station is a person who provides a wired or wireless broadcast medium intended to be received directly by the public.
The broadcast medium may be in any form as long as it is used for transmitting information such as video, audio, image, text, etc., and the provision form may be one-way or two-way. There may be. For example, broadcasting media include terrestrial broadcasting, broadcasting satellite (BS), communication satellite (CS), television broadcasting (IPTV) using the Internet, video on demand, one-segment broadcasting, radio broadcasting, and the like. Note that the video-on-demand is preferably implemented, for example, when a new arrival program is first provided.

The TV meta information collecting company is a company that actually views programs and CMs broadcast by various broadcasting stations, collects information on these programs and CMs, and records them as electronic data (TV meta information).
A program refers to all contents transmitted by the above-mentioned broadcast medium. The programs include programs of all genres such as news programs, entertainment programs, educational programs, educational programs, and the like.
CM is an abbreviation for commercial message, and particularly refers to an advertising program among the programs transmitted by the above-mentioned broadcast medium.

TV meta information is a type of broadcast meta information. In addition to the data of the electronic program guide for TV broadcasting, when, what station, what program, who, what topic, company, person, product -It is electronic data in which information about the contents of TV programs and CMs aired at each broadcasting station, such as how long and how it was broadcast about shops, etc., is recorded in a table. For example, in this TV meta information, it is possible to comprehensively record the contents broadcasted by programs and commercials, and for each program corner, or for each topic, company, person, product, and shop that appeared in each program. Can be recorded in time series.
In the present embodiment, the TV meta information is stored in the TV meta information database 31. However, the present invention is not limited to this. For example, the typed script itself may be used.
Also, the timing to record TV meta information by viewing a TV broadcast program or CM, and the timing to make the recorded TV meta information available can be either before broadcasting, simultaneously with broadcasting, or after broadcasting. The timing of
Further, in the present embodiment, the TV meta information related to the television broadcast is exemplified as the broadcast meta information. However, the present invention is not limited to this, and the broadcast meta information of any broadcasting medium can be used.

  SNS information collectors are various SNS (social networking services), that is, services and websites that can build social networks, especially community-type websites that promote and support communication between users , Which collects keywords and the like exposed at, and records them as electronic data (SNS information), including the case where the SNS provider itself also has the function. The SNS includes blogs having communication functions such as comments and trackbacks, electronic bulletin boards, and the like.

Next, the overall flow related to the advertisement purchase will be described.
In this embodiment, each procedure of the advertisement purchase is executed according to the flow shown in FIG. Hereinafter, the procedure for the advertisement purchase will be described with reference to FIG.

First, an advertisement request is made from the advertisement requester to the advertisement purchaser.
Specifically, when the advertisement requester performs a predetermined operation on its own advertisement requester terminal 2, the advertisement requester terminal 2 communicates with the advertisement purchase apparatus 1, and the advertisement purchase apparatus 1 receives the advertisement target and The advertisement request information (request information) including the information of the advertisement target such as the name of the product, service or idea to be made, the keyword that images the advertisement target, the budget, etc. is transmitted. In addition to this, the advertisement request information may include, for example, information related to the area where the advertisement data is distributed, the time when the advertisement data distribution starts or ends, and the time.
When the advertisement purchase apparatus 1 receives the advertisement request information, the advertisement purchase apparatus 1 stores the received advertisement request information in the advertisement request information database 21 in the hard disk drive 15.
The budget included in the advertisement request information is an advertisement cost determined in advance for each advertisement target, and one or a plurality of keywords that can be purchased within the budget range can be selected for each advertisement target. For example, when a unit price that is fixed or fluctuates for each click or impression is set for a keyword, the keyword can be repeatedly purchased until the total purchase cost exceeds the budget, that is, until the budget runs out.

The advertisement purchase apparatus 1 takes in TV meta information provided from a broadcasting station or a TV meta information collector. Specifically, the TV meta information database 31 of the broadcasting station or TV meta information collector is accessed from the advertisement buying apparatus 1, and all or part of the information recorded in the TV meta information database 31 is fetched. Is stored in the TV meta information database 22.
Moreover, the advertisement buying apparatus 1 takes in the SNS information provided from the SNS provider. Specifically, the SNS information database 32 of the SNS provider is accessed from the advertisement purchase device 1, and all or a part of the information recorded in the SNS information database 32 is captured and stored in the SNS information database 23 as SNS information. .
Here, after the advertisement purchase apparatus 1 receives the advertisement request information, the advertisement purchase apparatus 1 captures and stores the TV meta information and the SNS information. However, the order is not limited to this. That is, the advertisement purchase device 1 may be configured to first capture and store TV meta information and SNS information, and then receive advertisement request information.

Next, the advertisement purchase apparatus 1 selects a keyword by a purchase keyword creation process, which will be described later, and verifies the advertisement effect of the selected keyword. For example, when it is determined that a keyword corresponds to an advertisement effect increasing word that is frequently accessed from a user terminal device within a predetermined period due to transmission on a broadcasting medium such as a television, the keyword is finally purchased. Select as a keyword.
Here, the predetermined period means that a user who is in contact with the content transmitted by the broadcast medium actively searches or browses on the Internet in response to the content transmitted during or after transmission on the broadcast medium. The period is, for example, a period of about one week or one month immediately after the end of the broadcast of the TV program, or immediately after the topic of a specific topic or product is introduced in the TV program.
The access frequency refers to the frequency with which a user searches or browses using a terminal device. For example, the frequency is when the user searches with a search engine using a specific keyword, or when the user browses the content of the content related to the specific keyword.
The advertisement effect increasing word refers to a keyword that is expected to have a high advertising effect by increasing the chances of contacting the user by being searched or viewed by more users.

When the final purchase keyword is determined after the advertisement effect is verified, the advertisement purchase apparatus 1 searches the advertisement medium server 3 for the purchase keyword, for example, by a method such as RTB (real-time bitting). Buy the ad space that appears when
RTB is one of the Internet advertising trading methods (bidding mechanism), and it is advertised by a plurality of advertising agencies and advertisers at the moment when the advertisement is displayed on the terminal screen of the user who searches on the Internet. This is a method in which competitive bids for the slots are placed and advertisements with the best conditions are posted.
Specifically, bidders such as advertisement clients set in advance the advertisements they want to place, target user attributes, desired placement frame, placement criteria, placement conditions, bid price (desired successful bid price), etc. It waits for the timing of bidding, that is, when the impression occurs. Then, when the user accesses the advertising page and an impression is generated and the advertisement is displayed on the advertising space, the winning bid conditions of multiple advertisers that match the conditions of the advertising space are matched and the highest price is presented The advertisement client's advertisement that has been placed is placed in the advertisement space. This bidding process by the advertisement buying apparatus 1 is executed in real time in units of milliseconds without causing any trouble in browsing the media and advertisements. Repeatedly, each time the winning bidder and winning bid for the ad space are determined. The timing of bidding is not limited to when an impression occurs, but may be performed when the advertisement is clicked to switch to the next advertisement, that is, for each click.
Here, impression means that an advertisement is displayed on the terminal screen of the user, and click means that the user actually clicks the displayed advertisement and shifts from the advertisement posting page to the advertisement content page. Say.
Note that the method of purchasing the advertising space executed by the advertisement purchasing apparatus 1 is not limited to the RTB described above, but negotiates directly with the advertising medium on the amount of money and the conditions thereof without going through the advertising transaction market. It is good also as including the case where it purchases directly from an advertising medium.

When the purchase keyword is searched, the advertisement medium server 3 displays the advertisement of the corresponding advertisement requester in the advertisement space.
FIG. 3 is a diagram illustrating an example of an advertisement display screen displayed by the advertisement medium server 3. Specifically, FIG. 3A is a search result screen displayed by an Internet search engine, and FIG. 3B is a screen of a specific website displayed on the Internet.
As shown in FIG. 3A, on the Internet search result screen, an advertisement frame 28 related to the search keyword is displayed together with the content indicating the search result. For example, if a user searches for two keywords “Lunch XXX” and “Corn tea”, search results for the keywords such as “Lunch XXX”, “Corn tea”, “Efficacy of corn tea”, etc. Is displayed, and the contents of the advertisement purchased by specifying the keyword “Lunch XXX Corn Tea” as the posting condition are displayed in the advertisement space 28.
Also, as shown in FIG. 12B, on the website screen of the blog or portal site, the advertisement related to the content of the content is displayed in the advertisement frame 29 along with the content of the content of the website. For example, if the blog article is a content related to corn tea on the website “XXX blog”, the content of the advertisement purchased by specifying a keyword related to corn tea is displayed in the advertising space 29.

Further, the advertisement medium server 3 provides the advertisement result by transmitting the advertisement result by the purchase keyword, that is, information regarding the number of impressions, the number of clicks, etc. to the advertisement purchase apparatus 1.
When the advertisement purchase apparatus 1 receives the advertisement result transmitted from the advertisement medium server 3, the advertisement purchase apparatus 1 analyzes the advertisement result. And based on the analysis result, selection of a purchase keyword, verification of advertisement effect, and advertisement purchase are further repeated. Further, based on the analysis result, the influence on the advertisement effect for each program is verified at a predetermined timing, and the program evaluation is calculated.

As shown in FIG. 1, the advertisement purchase system S of the present embodiment is installed in an advertisement purchase apparatus 1 installed in an advertisement purchaser, an advertisement requester terminal 2 installed in an advertisement requester, and an advertisement medium supplier. The advertisement medium server 3 and the DSP server 4 installed in the DSP operator are mainly configured. The advertisement purchase device 1, the advertisement requester terminal 2, the advertisement medium server 3, and the DSP server 4 are connected to be communicable via a communication network such as the Internet, for example.
Further, the advertisement purchase apparatus 1 includes a TV meta information database 31 installed in a broadcasting station or a TV meta information collector outside the advertisement purchase apparatus 1, and an SNS information database 32 installed in an SNS information collector. Are communicably connected via a communication network.

The advertisement purchase apparatus 1 is configured by a server computer owned by an advertisement purchaser, and at least includes an advertisement request information database 21, a TV meta information database 22, an SNS information database 23, an advertisement effect information database 24, and a viewer DMP information database. 25, a purchase keyword information database 26 and a program evaluation information database 27 are provided. Details of each piece of information stored in each database will be described later.
Further, the advertisement purchase apparatus 1 is installed with a program for executing advertisement purchase such as RTB.

  The advertisement requester terminal 2 is a data communication terminal owned by the advertisement requester. The advertisement requester terminal 2 is not particularly limited as long as at least data communication such as transmission and reception of electronic mail is possible, and a personal computer (PC), a tablet terminal, a smartphone, a mobile phone, and the like can be used. Moreover, it is more preferable if it has a browser function.

The advertisement medium server 3 is configured by a server computer owned by an advertisement medium trader.
The DSP server 4 is configured by a server computer owned by a DSP operator. The DSP server 4 is further connected to a plurality of advertisement medium servers 3 (not shown), and has a function of selecting and bidding by selecting an advertisement frame with the optimum conditions for the advertisement client from the plurality of advertisement medium suppliers. Prepare.

The TV meta information database 31 stores TV meta information, and is a database held by a broadcasting station or a TV meta information collector.
In the advertisement purchase system S of the present embodiment, the advertisement purchase apparatus 1 communicates with the TV meta information database 31 held by the broadcasting station or the TV meta information collector, and the information recorded in the TV meta information database 31 is stored. It is configured to receive all or part of the TV meta information into the TV meta information database 22 provided in the advertisement purchase apparatus 1.

The SNS information database 32 stores SNS information and is a database held by an SNS information collector.
The SNS information is electronic data obtained by collecting and collecting keywords and the like exposed in various SNSs. Specifically, it is electronic data in which information indicating what kind of user the keyword was exposed and in what situation, what kind of excitement the keyword showed, and the like. For example, for each keyword, the number of appearances indicating the number of keywords taken up by a user, the number of impressions indicating the number of posts related to the keyword displayed on the screen of another user's terminal device, and other posts related to the keyword The number of shares indicating the number of users that have been spread, the number of Likes indicating the number of posts related to that keyword that have been agreed to by other users, and the number of users who are set to be able to view posts posted by the user The number of followers indicating the user, the user staying time indicating the total time for displaying the posting related to the keyword, and the like are recorded.
In the advertisement purchase system S of the present embodiment, the advertisement purchase apparatus 1 communicates with the SNS information database 32 held by the SNS information collector and receives all or part of the information recorded in the SNS information database 32. And it is the structure which takes in the SNS information to the SNS information database 23 with which the advertisement purchasing apparatus 1 is provided.

<Detailed Configuration of Advertisement Purchase Device According to this Embodiment>
Next, the detailed configuration of the advertisement purchase apparatus 1 will be described.
FIG. 4 is a diagram illustrating a hardware configuration of the advertisement purchase apparatus 1.
As shown in FIG. 4, the advertisement purchase apparatus 1 includes a CPU 11 as a calculation unit that performs control and data calculation / processing, a ROM 12 as a read-only storage device, a RAM 13 as a main memory (main storage device), an external Communication interface (indicated as communication I / F in FIG. 2) 14 for transmitting / receiving data to / from communicable devices such as the advertisement requester terminal 2 and the advertisement medium server 3 through the communication network, and a hard disk drive as an auxiliary storage device 15, the input device 16 and the output device 17 are included as components.

In addition to the RTB program described above, various programs are installed in advance in the advertisement purchase apparatus 1, and these programs are read and executed by the CPU 11, thereby functioning as an advertisement purchase apparatus. Is done.
In addition, although the function of the advertisement purchase apparatus 1 is enjoyed by an advertisement purchaser, an advertisement requester, or the like, examples of a method of providing the function to the user include a cloud server and an ASP server. Even the method can be used.

  The hard disk drive 15 functions as a storage unit, and various information is stored in a database. Among the data stored in the hard disk drive 15, as described above, in addition to various programs installed in advance to operate the advertisement buying apparatus 1, the advertisement request information database 21, the TV meta information database 22. , An SNS information database 23, an advertisement effect information database 24, a viewer DMP information database 25, a purchase keyword information database 26, a program evaluation information database 27, and the like.

FIG. 5 is a diagram illustrating an example of the advertisement request information table.
The advertisement request information record of the advertisement request information table stored in the advertisement request information database 21 is a record of information transmitted from the advertisement requester terminal 2, and what kind of advertisement target each advertisement requester has about This is information indicating contents, conditions, etc. regarding what kind of advertisements the user wants to publish. In the present embodiment, the advertisement request information database 21 corresponds to the advertisement target storage unit.

Specifically, as shown in FIG. 5, the advertisement request information record includes items such as product name, advertisement requester, genre, sales area, sales target, sales period, keyword specified by the advertisement requester, and advertising budget. including. Here, the keyword designated by the advertisement client is a search keyword designated by the advertisement client to display an advertisement related to the product or service.
For example, in the present embodiment, a certain record includes a product name “Healthy Corn Tea”, an advertising client “XX Beverage Co., Ltd.”, a genre “Beverage”, a sales region “Nationwide”, and a sales target “F20-60”. ”, Sales time“ 2014.05 ”, keyword“ corn tea, health, diet,... ”, And advertising budget“ *** yen ”.

6A, 6B, and 7 are diagrams illustrating an example of the TV meta information table. Specifically, FIG. 6 (FIGS. 6A and 6B) exemplifies the content of TV meta information of a TV program, and FIG. 7 illustrates the content of CM TV meta information.
The TV meta information record of the TV meta information table stored in the TV meta information database 22 captures all or part of the information recorded in the TV meta information database 31 held by the broadcasting station or the TV meta information collector. What, when, what program, who, what topic, company, person, product, shop, etc., how long, how and how it was broadcast Or the like, which is electronic data in which information related to the contents of TV programs and CMs broadcasted at each broadcasting station or the contents of TV programs and CMs to be broadcast in the future is recorded. In the present embodiment, the TV meta information database 22 corresponds to broadcast meta information storage means.
Note that the TV meta information record stored in the TV meta information database 22 may be stored as is, or may be used more directly, from the TV meta information database 31 held by the broadcasting station or TV meta information collector. Some processing may be performed for easy storage. Further, the TV meta information record stored in the TV meta information database 31 by the broadcast station or the TV meta information collector may be replicated by mirroring that is stored in the TV meta information database 22 of the advertisement buying apparatus 1 in real time.

Specifically, as shown in FIG. 6, the TV meta information record of a TV program includes broadcast date, day of the week, broadcast station, program name, program start time, program end time, region, program genre, headline (corner). Name), summary, classification, placement start time, placement end time, placement time, audience rating, large category, medium category, small category, product type, product name, introducer, related person, related keyword, association keyword Including.
This TV meta information record forms one record for each product and one corner, and a large number of records are created even for one program.

For example, in this embodiment, a certain record includes a broadcast date “2014/5/1”, a day of the week “Thu”, a broadcast station “NXX”, a program name “Lunch XXX”, and a program start time “11”. : 55:00 ”, program end time“ 13:55:00 ”, region“ national ”, program genre“ entertainment, information ”, headline (corner name)“ look ahead trend ”, overview“ talent “T. K ”is a corner that introduces trendy products that are of interest now, classification“ gourmet ”, placement start time“ 12:30 ”, placement end time“ 12:35:00 ”, placement time“ 0:05:00 ” , Audience rating “5.8%”, large category “food”, medium category “sweets”, small category “Japanese confectionery”, product type “Dorayaki”, product name “Very delicious dorayaki”, introducer “TK” ”, Related person“ HT, NK,... ”, Related keywords“ a pinch of salt, hidden taste, sweetness, Wasanbon,… ”, associative keywords“ girls, dates, walks, ... "is recorded.
Here, the publication time indicates the time when the corresponding product appears in the program or when a specific topic is taken up. In this case, 12:30 to 12:35 5 minutes , "Goku Udonado Yaki" is aired. The related keyword is a keyword that actually appears in the program. The association keyword is a keyword indicating a synonym associated with the product or the related keyword, and is a keyword created by the advertisement purchase device 1. At this time, a dictionary such as a thesaurus for creating an associative keyword may be provided.

Further, as shown in FIG. 7, the CM TV meta information record includes broadcast date, station, region, audience rating, broadcast time, company name, large category, medium category, small category, product type, product name, second. It includes items for number, status setting, memo, talent, price, URL, related keyword, and association keyword.
For example, according to the present embodiment, a certain record includes a broadcast date “2014/5/1”, a station “NXX”, a region “national”, an audience rating “5.8%”, and a broadcast time “0: 00:13 ”, company name“ XX beverages ”, large category“ beverage ”, middle category“ alcohol ”, small category“ beer ”, product type“ draft raw ”, product name“ draft XX ”, number of seconds “30”, situation setting “two men in a pub”, memo “the other party picks and drinks each other's beer while on the phone. The evidence of good taste remains in the foam. The taste of the pub at home.” "J, L", price "*** yen", URL "http: // www ....", related keywords "beer, bar, ...", associative keywords "date, toast, ..." It is recorded.

FIG. 8 is a diagram illustrating an example of the SNS information table.
The SNS information record of the SNS information table stored in the SNS information database 23 incorporates all or part of the information recorded in the SNS information database 32 held by the SNS information collector. This is electronic data in which information indicating the number of appearances of a keyword, what kind of user the keyword was exposed in what kind of situation, what kind of excitement the keyword showed, and the like is recorded.
In this embodiment, this SNS information record is used as one of the determination materials by the attention level determination means.
Note that the SNS information record stored in the SNS information database 23 may store the information imported from the SNS information database 32 held by the SNS information collector as it is, or perform some processing to make it easier to use. May be saved.

Specifically, as shown in FIG. 8, the SNS information record includes items of keyword, keyword appearance count, keyword impression count, share count, Like count, follower count, and user stay time. Here, the keyword appearance count indicates the number of times that the keyword has been picked up and posted by a user using SNS. The number of keyword impressions indicates the number of posts related to the keyword displayed on the screen of another user's terminal device. The number of shares indicates the number of posts related to the keyword spread by other users. The number of Likes indicates the number of posts related to the keyword that have been agreed to by other users. The number of followers indicates the number of other users who are set to be able to view posts posted by the user who took up the keyword. The user stay time indicates the total time during which other users have displayed posts related to the keyword.
This SNS information record forms one record for each keyword. For example, in this embodiment, for each keyword such as “corn tea”, “health”, “healthy”, “diet”, etc. The number of keyword appearances, the number of keyword impressions, the number of shares, the number of Likes, the number of followers, and the user stay time are recorded.

FIG. 9 is a diagram illustrating an example of the advertisement effect information table.
The advertisement effect information record of the advertisement effect information table stored in the advertisement effect information database 24 is a record of information transmitted from the advertisement medium server 3 or the DSP server 4 to the advertisement purchase device 1, and the advertisement medium is This is information indicating how many impressions or clicks have occurred for a certain keyword as a result of displaying an advertisement.
In this embodiment, this advertisement effect information record is used as one of the determination materials by the attention level determination means.
This advertisement effect information is obtained by aggregating advertisement results sequentially transmitted from the advertisement medium server 3 or the DSP server 4 to the advertisement purchase device 1 as raw log data. The log includes the clicked or displayed time, the user ID of the clicked or displayed user, the address that identifies the clicked button, or the link destination address of the displayed link button. Advertisement effect information is created based on the information.

Specifically, as shown in FIG. 9, the advertisement effect information record includes items of keyword, impression, click, conversion, customer acquisition unit price, and past effect index.
Here, conversion means reaching the final result that can be obtained from the website, and the number of conversions is recorded in this advertisement effect information record. Here, the final result means that the purpose of the advertisement has been achieved on the website, such as a user who has viewed the advertisement purchases a product or requests a document from the website. Regarding conversion, the conversion rate calculated by dividing the number of conversions during a certain period by the number of accesses (clicks) during the same period or the number of unique users may be recorded as an index.
This advertisement effect information record forms one record for each keyword. For example, in this embodiment, for each keyword such as “corn tea”, “health”, “healthy”, “diet”, etc. Each contains impressions, clicks, conversions, cost per customer, and advertising effectiveness, including historical performance metrics.

FIG. 10 is a diagram illustrating an example of the viewer DMP information table.
The viewer DMP information record of the viewer DMP table stored in the viewer DMP information database 25 is a record of information transmitted from the advertisement medium server 3 or the DSP server 4, and includes user attributes and user behavior. Information indicating each user's information acquired or classified by a user's Internet contact code called a cookie indicating a history or a web beacon (Web beacon), for example, an audience indicating a user's interests and preferences It is data. In creating the viewer DMP information record, the user information may be acquired or classified using this cookie or web beacon together. Moreover, it is good also as acquiring or classifying a user's information by methods other than a cookie and a web beacon.
In this embodiment, this viewer DMP information record is used as one of the determination materials by the attention level determination means.
For example, as shown in FIG. 8, in the viewer DMP information record, a user ID is assigned for each user, and information regarding cookies held by each user is recorded as cookie 1, cookie 2, cookie 3,. Has been.

In general, the DMP (Data Management Platform) is a system that centrally manages and analyzes information on visited users stored in various servers on the Internet, and also collects viewer DMP information records. Cookie sync that identifies users by synchronizing cookies held by a plurality of providers can be used.
Note that this viewer DMP information record is not limited to the case where the information accumulated by the advertisement buying apparatus 1 is used, and functions as an external data seller constructed by an external DMP provider or the like (not shown). A user may be specified from multifaceted information using open DMP.

FIG. 11 is a diagram illustrating an example of the purchase keyword information table.
The purchase keyword information record of the purchase keyword information table stored in the purchase keyword information database 26 includes an advertisement request information record, a TV meta information record, an SNS information record, an advertisement effect information record, and a viewer DMP information record. This is information created by a purchase keyword creation process, which will be described later, and is information that shows the contents, conditions, etc. regarding what keyword to purchase in response to an advertisement request from an advertisement requester. In the present embodiment, the purchase keyword information record stored in the purchase keyword information database 26 corresponds to request information.

Specifically, as shown in FIG. 11, the purchase keyword information record includes items of a keyword, a budget, a start time (t0), an end time (t1), and an end flag. The start time indicates the time for starting the keyword purchase process, and the end time indicates the time for ending the keyword purchase process. The end flag is a flag for determining whether or not the budget has been exceeded. For example, when the purchase price of the keyword exceeds the preset budget by continuing the purchase process, Change from “0” to “1”. That is, every time the advertising space is purchased with the purchase keyword, the CPU 11 determines in advance whether the deposit amount is smaller than the predetermined amount by subtracting the planned purchase amount from the deposit, and the deposit amount is smaller than the predetermined amount. In this case, the end flag is changed from “0” to “1”.
For example, in the present embodiment, keywords such as “corn tea”, “health”, “healthy”, “diet”, etc., regarding the advertisement request for the product “healthy corn tea” of the advertisement client “XX Drinks Co., Ltd.” Is set as a purchase keyword, and a budget, a purchase start time, a purchase end time, and an end flag are recorded for each keyword.

FIG. 12 is a diagram illustrating an example of a program evaluation information table.
The program evaluation information record of the program evaluation table stored in the program evaluation information database 27 is information created based on the advertisement effect information record, the viewer DMP information record, etc. This is information indicating contents, conditions, etc. regarding how much the contents affected the advertising effect.
The program evaluation information record is created by compiling and calculating the result of the advertisement effect in the TV broadcast time period for each program based on the advertisement effect information record shown in FIG. 9 and the viewer DMP information record shown in FIG. The For example, on a certain program on the Internet, such as the attributes of viewers who viewed the program, the contents of the program, the audience rating, the keywords exposed in the program, the number of searches for the keyword, the number of impressions, the number of clicks, etc. The topicality and the degree of excitement and the attributes of the user who searched for the keyword are comprehensively determined, and the degree of influence on the advertising effect is evaluated for each program.
This program evaluation information record may be used as one of the determination materials by the attention level determination means. For example, a program evaluation information record obtained by analyzing which program has a great influence on a user's trend and calculating an advertising effect for each program and weighting the program is used as a determination material for the attention level determination unit. By using it, keywords that are highly likely to be searched by users can be selected with priority given to the contents of programs with high influence, so the click rate and conversion rate are improved, and a high advertising effect is obtained. be able to.

Specifically, as shown in FIG. 12, the program evaluation information record includes items of program name, broadcast date, broadcast station, impression, click, conversion, customer acquisition unit price, and past effect index.
For example, in the present embodiment, the advertisement effect is recorded for each TV program of “Lunch XXX”, “XXX Sunday”, “XXX News”, and “XXX Sports”.

  In the present embodiment, the various types of data are stored in the storage device mounted on the advertisement purchase apparatus 1, specifically, the hard disk drive 15. However, the present invention is not limited to this, and various types of data, etc. The storage device that stores the information may be a device different from the advertisement purchase device 1, and for example, a database server that can communicate with the advertisement purchase device 1 may be used as the storage device. Moreover, it is good also as a structure each managed separately so that a certain database may be memorize | stored in the hard disk drive 15 of the advertisement purchasing apparatus 1, and another certain database may be memorize | stored in another database server.

<Advertising method according to this embodiment>
Next, the advertisement purchase method according to the present embodiment will be described.
The advertisement purchase method according to the present embodiment is realized by using the advertisement purchase apparatus 1 functioning as a computer. In other words, in the advertisement purchase process executed by the advertisement purchase apparatus 1, the advertisement according to the present embodiment is used. The purchase method is applied.
Hereinafter, as a description of the advertisement purchase method according to the present embodiment, the flow of processing executed by the advertisement purchase apparatus 1 will be specifically described.

FIG. 13 is a flowchart illustrating the flow of a purchase keyword creation process in which the advertisement purchase apparatus 1 creates a keyword for purchasing an advertisement.
The purchase keyword creation process shown in the flowchart of FIG. 13 is executed by the advertisement purchase apparatus 1 every time a new record is registered in the advertisement request information table stored in the advertisement request information database 21.
In addition, the registration of the record in the advertisement request information table is performed by receiving information related to the advertisement target transmitted from the advertisement requester terminal 2 by the advertisement target information receiving unit and directly registering it in the advertisement request information table as the advertisement request information by the registration unit. It may be registered, or the received information may be processed and registered in the advertisement request information table as advertisement request information. Further, the person in charge of the advertisement purchaser may receive information related to the advertisement target from the advertisement requester, and perform registration processing in the advertisement request information table as the advertisement request information.

First, when a new record is registered in the advertisement request information table stored in the advertisement request information database 21, the purchase keyword creation process is started, and the advertisement request information newly registered in the advertisement request information table shown in FIG. Are retrieved from the advertisement request information database 21 (advertisement request information table) and read into the RAM 13 (S101).
Then, the product type, product name, and related keywords in the TV meta information table stored in the TV meta information database 22 are searched using the product name of the extracted advertisement request information record as a key, and the TV meta shown in FIG. A product name included in the advertisement request information, that is, a related keyword related to the advertisement target is extracted from the information table (S102). At this time, if there are a plurality of related keywords, all of them are extracted. When there are not a plurality of keywords, one related keyword may be extracted.
A unique related keyword different from the keyword specified by the advertiser is deleted by deleting the keyword specified by the advertiser from the original plurality of related keywords extracted in the advertisement request information of FIG. Is selected (S103). Specifically, the related keywords are read one by one, collated with the keyword specified by the advertisement requester originally included in the advertisement request information, and if it is the same keyword, a process of deleting is performed. And this process is performed with respect to all the related keywords which extracted.

Next, using the unique related keyword selected in step S103 as a key, the unique related keyword is validated in comparison with the SNS information in FIG. 8, the advertisement effect information in FIG. 9, and the viewer DMP information in FIG. The sex is verified (S104). The processing from step S102 to step S104 described above corresponds to the attention level determination means in the claims.
Here, effectiveness means that when the unique related keyword is set as a search keyword for advertising, the number of searches increases within a predetermined period such as one month immediately after the TV program is broadcast, or It indicates whether or not the advertisement target consumer is accurately searched.
Specifically, referring to the keyword of the SNS information shown in FIG. 8 using a unique related keyword as a key, the keyword is less than a predetermined reference value, for example, the keyword impression is 10,000 or less, or the keyword impression / keyword appearance count is 0. Delete unique related keywords that fall under .6.
Further, similar processing is performed on the advertisement effect information of FIG. 9 and the viewer DMP information of FIG. For example, with regard to the advertisement effect information in FIG. 9, for example, unique related keywords corresponding to those having a keyword impression of 20000 or less, clicks / keyword impressions less than 0.6, etc. are deleted from the candidates. Further, for example, regarding the viewer DMP information of FIG. 10, for example, unique related keywords corresponding to those having less than 50000 users who have searched for the keyword are deleted from the candidates.
The reference value shown here is an example, and the present invention is not limited to this.

Next, the unique related keyword remaining without being deleted in step S104 is compared with the SNS information of FIG. 8, the advertisement effect information of FIG. 9, and the viewer DMP information of FIG. Further, an associative keyword reminiscent of the product or service to be advertised is inferred (S105). Note that the processing in step S105 corresponds to means for selecting synonyms in the claims.
Specifically, the unique related keywords that remain without being deleted in step S104 are read one by one, and a dictionary such as a thesaurus (not shown) is referenced to extract synonyms (associative keywords) that can be inferred from the related keywords. For all the extracted synonyms, the same processing as in step S104 is performed, and synonyms that can be further added to the unique related keywords that remain without being deleted in step S104 are inferred.

The price of the unique related keyword and / or analogized associative keyword in the advertising market is compared with the advertising budget specified in the advertisement request information, and the keyword is selected from the unique related keyword or associative keyword. (S106).
Specifically, the unique related keyword and the associative keyword obtained in step S104 or step S105 are read one by one, for example, the advertisement medium server 3 or the like from the market site (not shown) provided by each advertisement medium trader or DSP trader. The market price information indicating the unit price of each keyword stored in the DSP server 4 is acquired. Necessary when purchasing a predetermined number of clicks that can produce an advertising effect, for example, 100 clicks multiplied by the unit price, and a certain number of clicks that can produce an advertising effect for all unique related keywords and associated keywords. To calculate the cost. Then, the costs of unique related keywords and associative keywords are added in descending order of advertising effectiveness, for example, from the keyword with the highest click / keyword impression, with reference to the advertising effectiveness information in FIG. This process is repeated until a unique related keyword and an associative keyword just before the budget is exceeded are selected.
Note that the unit price of the keyword is not limited to the accumulated amount of the keyword, and may be used as a criterion for selecting the keyword.

  Then, the unique related keywords and associative keywords selected in step S106 are stored in the purchase keyword information table stored in the purchase keyword information database 26 as purchase keywords (S107), and the purchase keyword creation process is completed. To do.

FIG. 14 is a flowchart showing a flow of an advertisement purchase process in which the advertisement purchase apparatus 1 purchases an advertising space with the purchase keyword created by the purchase keyword creation process shown in FIG.
The advertisement purchase process shown in the flowchart of FIG. 14 is always repeatedly executed by the advertisement purchase means of the advertisement purchase apparatus 1, and the next process starts as soon as one process is completed.

First, one record of purchase keyword information is read from the purchase keyword information table stored in the purchase keyword information database 26 of FIG. 11, and the time t at that time is the start time of the purchase keyword information. It is determined whether it is before t0, that is, whether t <t0 (S201). When the time t at that time is after the start time t0 of the purchase keyword information, that is, when t <t0 is not satisfied (S201: NO), it is continuously determined whether there is an end flag (S202).
Here, the end flag is a flag for determining whether or not the budget has been exceeded. For example, the end flag is set in advance to accumulate the purchase price by repeating the purchase of the purchase keyword indicated by the record. It is set to change from “0” to “1” when the budget is exceeded. Therefore, the case where there is no end flag indicates a state where the budget still remains and the purchase keyword can be purchased. Conversely, the case where there is an end flag indicates a state where the budget has already been consumed and the purchase keyword cannot be purchased any more. The end flag may be set due to factors other than the budget. For example, the end flag may be set when a stop instruction is received from the advertisement requester.

If there is no end flag (S202: YES), the advertising space corresponding to the purchase keyword is purchased (S203). The processing in step S203 corresponds to the advertisement purchase means in the claims.
Specifically, the purchase keyword is searched by transmitting the request information of the advertising space specifying the purchase keyword as a posting condition to the advertisement medium server 3 by the above-described purchase method such as RTB. Buy the ad space that appears on the search results screen when

  On the other hand, when the time t at that time is before the start time t0 of the purchase keyword information, that is, when t <t0 (S201: YES), or when there is an end flag, for example, when the budget is exhausted (S202: NO), the advertisement purchase process is terminated as it is.

As described above, in the advertisement purchase device and the advertisement purchase method according to the present embodiment, the keyword for advertisement display is selected by using the TV meta information, that is, reflecting the content that has become a hot topic on the television. I bought it. Therefore, it is possible to purchase keywords that are highly likely to improve the number of searches.
In addition, when using a combination of keywords as a search keyword, even a combination of keywords was a meaningless combination before it was broadcast on TV, but a meaningful combination after it was broadcast on TV Therefore, it is possible to purchase keyword combinations that are likely to increase the number of searches. For example, if a celebrity introduces a specific product or makes a positive comment on a TV program, the combination of the celebrity and the specific product has a special meaning after the TV program is aired. The number is improved.

  Therefore, in this embodiment, as an advertisement purchaser who uses this advertisement purchase apparatus 1, a keyword related to the advertisement target is selected according to the content broadcast on the TV program by using the TV meta information. In addition, it is possible to consult with the advertising client about the advertisement placement at the optimal timing when the frequency of access to the keyword increases and the advertising effect increases, such as for one month immediately after the broadcast of the TV program. It becomes. In addition, with regard to an advertisement placement request that has been requested in advance by an advertisement requester, it is possible to purchase an optimal keyword related to the advertising target from an advertising media company at the optimal timing in accordance with the broadcast on the TV program. .

In the above embodiment, the advertisement purchase apparatus and the advertisement purchase method of the present invention have been mainly described. However, the above embodiment is merely an example for facilitating understanding of the present invention, and does not limit the present invention. The present invention can be changed and improved without departing from the gist thereof, and the present invention includes the equivalents thereof.
In particular, in the present embodiment, the keywords that serve as the posting conditions have been described mainly using search keywords in search-linked advertisements as an example. However, the keywords of the present invention are not limited to these, and content The present invention can also be applied to keywords that specify the content of linked advertisements, keywords that indicate user attributes in demographic targeting advertisements, or keywords that indicate user search history and browsing history in behavioral targeting advertisements.

DESCRIPTION OF SYMBOLS 1 Advertisement purchase apparatus 2 Advertisement requester terminal 3 Advertising media server 4 DSP server 11 CPU
12 ROM
13 RAM
14 Communication Interface 15 Hard Disk Drive 16 Input Device 17 Output Device 21 Advertisement Request Information Database 22 TV Meta Information Database 23 SNS Information Database 24 Advertisement Effect Information Database 25 Audience DMP Information Database 26 Purchase Keyword Information Database 27 Program Evaluation Information database 28 Advertisement frame 29 Advertisement frame 31 TV meta information database 32 SNS information database S Advertisement purchase system

Claims (9)

An advertisement purchase device that requests posting of the advertisement data by specifying a posting condition for an advertisement transmission device that distributes advertisement data to a user terminal device via a network,
Means for receiving information to be advertised from the advertiser terminal device;
Means for registering the received advertisement target information and a keyword related to the advertisement target created based on the advertisement target information in the advertisement target storage means;
With reference to the broadcast meta information storage means for storing the transmission contents transmitted on the broadcast medium using the keyword as a key, the frequency of access from the user terminal device within a predetermined period is increased by the transmission on the broadcast medium Attention level determination means for determining whether it falls under the advertising effectiveness increase word,
When it is determined that the keyword corresponds to the advertisement effect increasing word, an advertisement purchase for transmitting the advertisement data distribution request information specifying the keyword as the posting condition to the advertisement transmitting device during the predetermined period. Means for purchasing the advertisement. Means for selecting a synonym of the keyword;
The attention level determination means determines whether each of the keyword and the synonym of the keyword corresponds to the advertisement effect increasing word,
The said advertisement purchase means transmits the said request information to the said advertisement transmission apparatus only about the said keyword and / or the said synonym determined to correspond to the said advertisement effect increase word, The said request information is characterized by the above-mentioned. Advertising purchase device. The advertising target information includes information on an advertising period and a budget for which advertising is required for the advertising target,
Means for acquiring from the advertisement sending device a unit price for posting the advertisement data with the keyword and / or the synonym determined to fall under the advertisement effect increasing word as the posting condition;
In the case where the total amount when the respective unit price is multiplied by the expected number of times of the keyword and / or the synonym determined to correspond to the advertisement effect increasing word is within the budget, the advertisement purchasing means Transmits the request information specifying all of the keywords and / or the synonyms as the posting conditions,
If the total amount exceeds the budget, the advertisement purchasing means may use the keyword with a low degree of increase in advertising effectiveness that increases the access frequency from the user terminal device within the advertisement period due to transmission on the broadcast medium. The advertisement purchase apparatus according to claim 2, wherein the request information is transmitted after deleting the synonym.   The attention level determination unit refers to an SNS information storage unit that stores information that has become a topic in SNS, and determines whether each of the keyword and the synonym corresponds to the advertisement effect increasing word. The advertisement purchase device according to claim 2 or 3, characterized in that   The attention level determination unit refers to an advertisement effect information storage unit that stores information indicating a result of distributing the advertisement data, and determines whether each of the keyword and the synonym corresponds to the advertisement effect increase word. The advertisement purchase apparatus according to any one of claims 2 to 4, wherein:   Whether the attention level determination means corresponds to the advertisement effect increasing word for each of the keyword and the synonym of the keyword with reference to a viewer DMP information storage means storing user information indicating a user's behavior history. The advertisement purchase device according to claim 2, wherein the determination is performed.   The advertisement posting apparatus according to claim 2, wherein the posting condition is a combination of a plurality of the keywords and / or the synonyms.   The posting conditions include a keyword for searching in a search-linked advertisement, a keyword for specifying content in a content-linked advertisement, a keyword for specifying an attribute in a demographic targeting advertisement, or a browsing history in a behavioral targeting advertisement. Alternatively, the advertisement purchase apparatus according to claim 1, wherein the advertisement purchase apparatus is at least one of keywords indicating a search history. An advertisement purchase method for requesting publication of the advertisement data by specifying a publication condition for an advertisement transmission device that distributes advertisement data to a user terminal device via a network,
A procedure for receiving advertisement target information from an advertiser's terminal device;
A procedure for registering the received advertisement target information and a keyword related to the advertisement target created based on the information in the advertisement target storage unit;
With reference to broadcast meta information storage means for storing transmission contents transmitted on a broadcast medium, an increase in advertising effect that the keyword is accessed from the user terminal device within a predetermined period by transmission on the broadcast medium Attention level determination procedure for determining whether it corresponds to a word,
When it is determined that the keyword corresponds to the advertisement effect increasing word, an advertisement purchase for transmitting the advertisement data distribution request information specifying the keyword as the posting condition to the advertisement transmitting device during the predetermined period. An advertisement purchase method comprising: a procedure.

Images