JP5068355B2 - Advertisement delivery apparatus and method - Google Patents

Description

  The present invention relates to a technology for distributing advertisements.

  In recent years, search-linked advertising has become widespread as an advertising service on the Internet. A search-linked advertisement is an advertisement that is linked (related) to a search keyword and that is posted together with a search result on a search result page related to a search keyword searched by a user on a search site. Search-linked advertisements are said to be able to efficiently attract prospective customers because they can distribute advertisements that match user information search requests.

  For example, in Patent Document 1 below, if an advertiser bids in advance for a search keyword to be associated with an advertisement, when the search is executed, the advertiser who bids on the keyword that matches the search keyword is listed. 2. Description of the Related Art A search engine device is disclosed in which advertisements are placed in an order corresponding to a bid amount and an advertiser is charged an advertisement fee corresponding to the bid amount each time the advertisement is clicked.

Japanese Patent No. 3676999

  However, search-linked advertisements such as the above-mentioned prior art place advertisements only on the search result page, so their placement is limited, and select and place a part of the submitted advertisements There is a need to. In addition, even if the top equivalent number (including all) is displayed according to the advertisement ranking, the number of advertisements that can be placed per page of the search result page is limited. Over a page, the likelihood of being noticed by the user decreases as one proceeds to a lower page.

  Therefore, the conventional search-linked advertisement has a problem that the search-linked advertisement matches the information search request for the user, and only a part of the search-linked advertisement can be seen even though it is useful information. In addition, there is a problem that the advertiser cannot necessarily be exposed to a user who is highly likely to be interested in his / her product.

  Accordingly, an object of the present invention is to make an advertisement that is not selected or / and an advertisement that has been selected but does not fall within a predetermined rank in a search-linked advertisement be noticed by the user. is there.

  The advertisement distribution apparatus of the present invention includes a user storage unit that stores at least a notification address associated with each user, an advertisement storage unit that stores at least a bid keyword and an advertisement performance index value for each advertisement, To select an advertisement associated with a bid keyword corresponding to a search keyword input to the user terminal by the user based on the advertisement performance index value and add it to the search keyword search result page displayed on the user terminal An advertisement delivery means for delivering to the advertisement, an advertisement that has not been selected by the advertisement delivery means and / or an advertisement that has been selected but the advertisement ranking has not fallen within a predetermined rank as a lost advertisement, and The unsuccessful advertisement extracting means for extracting the unsuccessful advertisement to be notified from the unsuccessful advertisement and the extracted unsuccessful advertisement And rejected ads notifying means for notifying the notification address associated with the tell to the user, characterized in that it has a.

  In addition, the advertisement distribution method of the present invention includes user storage means for storing at least a notification address associated with each user, and advertisement storage means for storing at least a bid keyword and an advertisement performance index value for each advertisement. The search keyword displayed on the user terminal by selecting an advertisement associated with a bid keyword corresponding to the search keyword input to the user terminal by the user based on the advertisement performance index value An advertisement distribution step to be distributed to be added to the search result page, and an advertisement that has not been selected in the advertisement distribution step and / or an advertisement that has been selected but does not fall within a predetermined rank is acquired as a lost advertisement. A winning advertisement acquisition step, and extracting the winning advertisement to be notified from the winning advertisement Characterized by the defeated advertisement extraction step of a defeated advertisements notifying step the extracted the rejected advertisement notifies the notification address associated with the user, the execution.

  As described above, in the advertisement distribution apparatus and method of the present invention, an advertisement that has not been selected by the advertisement distribution means and / or an advertisement that has been selected but does not fall within a predetermined rank is extracted as a lost advertisement, In order to notify the lost ad to the notification address associated with, the ad that will not be displayed on the higher-level search results page is not bound by the limited display surface of the search results page. You can create new opportunities to catch your eyes.

  Also, the advertisement distribution device of the present invention is characterized in that the lost advertisement extracting means extracts a predetermined number of lost advertisements based on the advertisement performance index value stored in association with the lost advertisement.

  As described above, in the advertisement distribution apparatus of the present invention, the winning advertisement extracting means extracts a predetermined number of winning advertisements based on the advertising performance index value stored in association with the winning advertisement. The priority order of the lost advertisement to be notified according to the rank can be determined.

  The advertisement distribution apparatus according to the present invention further includes a search keyword acquisition unit that acquires a search keyword input by the user to the user terminal, and a log storage unit that stores the number of times the search keyword is acquired by the search keyword acquisition unit. And the unsuccessful advertisement extracting unit extracts a predetermined number of unsuccessful advertisements based on the number of acquisitions acquired from the log storage unit in addition to the advertisement performance index value.

  As described above, in the advertisement distribution apparatus according to the present invention, the number of acquisitions acquired from the log storage unit in addition to the advertisement performance index value is used for extracting the lost advertisement, so that the balance that reflects the input status of the user's search keyword is good. The priority order of the lost advertisement can be determined based on the index.

  Moreover, the advertisement delivery apparatus of the present invention is characterized in that the notification address is a mail address of a portable information terminal different from the user terminal.

  Thus, in the advertisement distribution device of the present invention, since the notification address is a mail address of a portable information terminal different from the user terminal, when the user accesses the search server with, for example, a laptop computer and inputs a search keyword, Lost advertisements related to search keywords are sent to mobile phone emails. For example, you can run a mobile phone email without interrupting the web search by launching email software installed on your laptop. Since the advertisement can be browsed, it is convenient and the possibility of being noticed by the user is increased.

  It should be noted that other categories such as programs corresponding to the above-described modes and more specific modes described below are also included in the present invention.

  As described above, according to the present invention, in a search-linked advertisement, an advertisement that has not been selected and / or an advertisement that has been selected but does not fall within a predetermined rank is also displayed on the search result page. It is possible to create an opportunity to be noticed by the user without being bound by the fact that there is a limit.

The functional block diagram which shows the structure of embodiment of this invention. The flowchart which shows the process sequence in embodiment of this invention. The figure which illustrates the advertisement storage means in the embodiment of the present invention. The figure which illustrates the user memory | storage means in embodiment of this invention. The figure which illustrates notification mail in the embodiment of the present invention. The figure which illustrates the search log memory | storage means in embodiment of this invention.

Hereinafter, embodiments for carrying out the present invention will be described with reference to the drawings.
[1. Constitution〕
As shown in FIG. 1, the present embodiment relates to an advertisement distribution apparatus (hereinafter also referred to as “this apparatus”) 1 in which a computer distributes advertisements. An arithmetic control unit 5 such as a CPU, a storage device 6 such as an external storage device (HDD or the like) or a main memory, and a communication means 7 (LAN adapter or the like) with a communication network (such as the Internet or a mobile phone network) not shown. Have. Note that the user terminal T1 is a personal computer, a mobile phone, or the like, and an advertisement distributed from the apparatus 1 is displayed on an installed web browser.

  In the apparatus 1, a predetermined computer program (not shown) stored (installed) in advance in the storage device 6 controls the arithmetic control unit 5 so that the elements (11, 21,...) Shown in FIG. Realize. Among these elements, information storage means can be realized in the storage device 6 in any format such as temporary storage of various databases, files, array variables, and setting values. Each means other than the storage means is a processing means for realizing / executing a function / action of information processing described below.

[2. Action)
The outline of the operation procedure of the apparatus 1 configured as shown in FIG. 1 is shown in the flowchart of FIG.

  Before explaining the specific operation procedure of the present apparatus 1, the basic mechanism of search-linked advertisement will be described below as a premise.

  A user accesses the search server 31 to perform a web search using the user terminal T1. Specifically, when the user accesses the search server 31, the top page of the search service in which the search window 41a and the search button 41b are displayed (the search window 41a and the search button 41b in FIG. 1 transition from the top page to the search result page 40). The search keyword KW (for example, “used car”) is input to the search window 41a (which represents the state after the search), and the search button 41b is clicked with the cursor. Then, the search server 31 receives the search keyword KW and searches the search index (not shown) to generate the search result 43 in order to output the search result 43 that matches the search keyword KW.

  Further, in order to place an advertisement linked to the search keyword KW in the advertisement space 45 of the search result page 40 displayed on the user terminal T1, the present apparatus 1 acquires the search keyword KW from the search server 31, The advertisement for posting in the frame 45 is selected and delivered (distributed) to the search server 31 to be added to the search result page 40, so that the search server 31 generates the search result page 40 and distributes it to the user. To do.

  Here, a typical example as described above will be described, but the search server 31 and the device 1 may distribute search results and advertisements to the user terminal T1, respectively. There is no particular limitation.

  From the following, when the user whose user ID is A123 searches the search keyword “used car” on the search server, an advertisement linked to the used car is selected and posted on the search result page, An embodiment in the case of notifying a user of an advertisement that has been published but has not entered the predetermined ranking as a lost advertisement will be described.

[2-1. (Search-based advertisement distribution)
First, when a user logs in to the search server 31 from the user terminal T1 and performs a web search, the user ID (A123) and the input search keyword KW are acquired from the search server 31 as a function of the advertisement distribution means 10. The means 11 acquires (step S1).

  Next, the selection means 13, which is a function of the advertisement distribution means 10, selects an advertisement linked to the search keyword KW acquired in step S1 (step S2).

  The operation of the selection means 13 includes the bid keyword 172 stored in association with the advertisement ID 170 assigned to each advertisement stored in the advertisement storage means 17 in FIG. 3, the bid price 174a for the bid keyword 172, the advertisement Based on one value in the advertising performance index value 174 that is an index used for the evaluation of the Internet advertisement, such as CTR 174b, Imps 174c, click number 174d, etc. stored in association with the ID 170, the value itself is calculated. As the distribution index value, a predetermined number of advertisements may be selected from the top, or a combination value may be used as the distribution index value. For example, a value obtained by multiplying the CTR 174b of the advertisement having the bid keyword 172 that matches the search keyword KW acquired in step S1 by the bid price 174a, so-called eCPM, is calculated as a distribution index value, and the advertisements are listed in descending order of the distribution index value. Then, advertisements to be distributed may be selected from the top.

  Note that the bid keyword that matches the search keyword does not necessarily mean only a complete match, and may include, for example, synonyms of the search keyword.

  Here, in selecting an advertisement to be distributed, whether to select all or a part of advertisements having bid keywords that match the search keyword is a matter of operation.

  For example, in the case of all, since the number of advertisements that can be placed in the advertisement space is usually determined per search result page, the advertisement is placed over the number of search result pages. If the number of advertisements that can be placed in the inventory is 10, and there are 40 advertisements that have bid keywords corresponding to the search keyword, the advertisement will be placed in the advertisement space in descending order of the delivery index value over 4 pages of the search result page. It becomes. In this case, since an advertisement with a low distribution index value is placed on the lower page of the search result, the advertisement is less likely to be noticed by the user.

  In addition, when only a part, for example, only the top 20 distribution index values are selected, the advertisement will be placed only on the search result page 2 pages under the above-mentioned conditions, and the 21st and below Since there is no opportunity for the advertisement of, it will not be noticed by the user.

  Next, the distribution means 15, which is a function of the advertisement distribution means 10, distributes the advertisement selected in step S2 to the user (step S3). Specifically, the selected advertisement data is transferred to the search server.

[2-2. (Notification of lost advertisement)
Next, the lost advertisement acquisition means 21 acquires, as a lost advertisement, the advertisement that was not selected in step S2 and / or the advertisement that was selected but the advertisement placement rank did not enter the predetermined rank (step S4).

  Here, acquiring an advertisement that has not been selected as a lost advertisement means that, for example, if the selection means 13 selects only the top 20 distribution index values as the targets of selection, the advertisement of the 21st or lower position with no opportunity to be posted is selected. It is acquired as a lost advertisement.

  In addition, to acquire an advertisement that has been selected but whose advertisement placement rank did not fall within a predetermined rank is, for example, when the predetermined rank is 10th, the selection means 13 is listed in descending order of distribution index value. It means that the advertisement after the 11th place in the advertisement is acquired as a lost advertisement.

  Here, as the pattern of the unsuccessful advertisement acquired by the unsuccessful advertisement acquiring means 21, either the advertisement not selected in step S2 or the advertisement selected in step S2 but whose advertisement ranking does not fall within the predetermined order is selected. However, both may be sufficient.

  Next, the unsuccessful advertisement extracting means 23 extracts the unsuccessful advertisement to be notified from the unsuccessful advertisement acquired at step S4 (step S5).

  The operation of the unsuccessful advertisement extracting unit 23 is performed by regarding the advertisement stored in the advertisement storage unit 17 of FIG. 3 by regarding the advertisement acquired by the unsuccessful advertisement acquiring unit 21 as a unsuccessful advertisement. For example, based on the (decision) advertisement performance index value 174 such as the bid price 174a for the bid keyword stored in association with the advertisement ID 170 assigned (decision) for each of the loss advertisements, a predetermined number of (decision) ) Advertising may be extracted or eCPM may be used. When eCPM is used, the value calculated in step S2 may be used as it is, and a predetermined number of eCPM values may be preferentially extracted as a lost advertisement, and eCPM may be a notification indicator. Can be considered a value.

  In addition, as a criterion for extracting the lost advertisement, in the above description, the predetermined number is preferentially extracted from the top based on the (successful) advertisement performance index value and the notification index value. A reference index value may be set, and a lost advertisement that does not reach the notification reference index value may be extracted as a notification target.

  Specifically, a predetermined value of CTR 174b, impression number 174c, and click number 174d, which are (decision) advertising performance index values, is set as a notification standard index value, and notification is given for a lost advertisement that does not reach the notification standard index value It may be extracted as a target of. Here, the fact that the CTR 174b, the number of impressions 174c, and the number of clicks 174d, which are advertisement performance index values, have not reached the predetermined notification standard index value, indicates that the exposure to the user is correspondingly more than the advertisement exceeding the predetermined notification standard index value. There is nothing less than that.

  The predetermined value may be determined in advance by the system, or may be input for each advertiser at the time of advertisement submission. When the input is made for each advertiser, the present invention contributes to the advertising strategy for each advertiser because the value of how much of the advertisement submitted by the advertiser can be reflected in the value. Can do.

  Next, the notification advertisement associated with the user ID (A123) acquired in step S1 is stored in the user storage unit 27 in FIG. The user ID 270 and the notification address 272 are obtained with reference to the notification address 272 (step S6).

  Specifically, for the user ID A123 searched with the search keyword “used car”, a lost advertisement 501 is notified by a notification mail 50 as shown in FIG.

[3. effect〕
As described above, according to the present invention, in a search-linked advertisement, an advertisement that has not been selected and / or an advertisement that has been selected but does not fall within a predetermined rank is also displayed on the search result page. It is possible to create an opportunity to be noticed by the user without being bound by the fact that there is a limit.

[4. Other Embodiments]

  Moreover, as operation | movement of the unsuccessful advertisement extraction means 23, you may extract a unsuccessful advertisement based on the search keyword acquisition frequency in addition to the advertising performance index value 174. The apparatus 1 stores in the log storage unit 33 the number of acquisitions (log) obtained by the search keyword acquisition unit 11 using the search keyword KW input by the user from the user terminal T1. The unsuccessful advertisement extracting unit 23 acquires the number of acquisitions from the log storage unit 33, calculates a notification index value based on the acquired number of acquisitions, and extracts a predetermined number of unsuccessful advertisements.

  Specifically, in addition to the advertisement performance index value 174, the number of acquisitions 331 of the search keyword 330 stored in the log storage unit 33 in FIG. 6 is used. Here, the search keyword 330 is a search keyword acquired by the search keyword acquisition unit 11 from a search keyword input by a user who has made a search request to the search server 31, and the number of acquisitions is within a predetermined period. This is the number of times that the search keyword acquisition unit 11 has acquired a certain search keyword, and FIG. 6 shows the number of acquisitions per day.

  When the advertisement ID 170 stored in the advertisement storage means 17 of FIG. 3 is described as an example of an advertisement with B456, B456 whose bid keyword is “used car” has an acquisition count 331 of 3000 in FIG. If an advertisement is originally placed for all search results, the impression should be 3000, but in reality it is 100 from FIG. Here, by dividing the impression by the number of searches as the notification index value, the display rate of each advertisement can be calculated (in this example, the display rate is about 3.3%). For example, when the display rate is lower than a predetermined value, the display rate may be extracted as a lost advertisement using the display rate as a notification index value. The predetermined value may be determined in advance on the system side as described above, or may be determined by the advertiser when the advertisement is submitted.

  In the above-described embodiment, the notification mail 50 is exemplified as a notification form. However, the notification mail 50 is not limited to this. For example, a lost advertisement may be notified to a contact column of a My Page held for each user. In this case, it is assumed that the notification address 272 of the user storage means 27 stores the URL of my page.

  In the above-described embodiment, there is a possibility that all the submitted advertisements may be notified to the user as a lost advertisement, and the explanation is made on the assumption that all the users receive the lost advertisement. If you want to be able to set as a paid option at the time of ad trafficking, etc., whether you want to be notified to the user as a lost advertisement if your ad is not delivered by search advertising In FIG. 3, the setting is represented by ON / OFF of the notification 1701.

  In this case, the lost advertisement extraction means 23 may determine whether or not each advertisement is to be notified as a lost advertisement. That is, when extracting as a lost advertisement, first, only those for which the notification 1701 is turned on are targeted. Further, it is sufficient that the user side can select whether or not to receive the unsuccessful advertisement, and the setting is represented by ON / OFF of the notification 274 in FIG. In this case, the unsuccessful advertisement notification means 25 determines the user whose notification is on, and notifies the unsuccessful advertisement only to that user.

  Moreover, in the above-mentioned embodiment, although it was set as the order with each index value high about listing, it is good also as a low order by taking the reciprocal number.

  In the above-described embodiment, the advertisement performance index value is a bid price, CTR, Imps, number of clicks, and eCPM. However, the present invention is not limited to this, and any other index such as CPC, CPA, CVR may be used as appropriate.

  Moreover, said each embodiment is only an illustration and this invention includes what is illustrated below and other embodiment other than that. For example, in the present invention, elements such as each means may be realized not only by an arithmetic control unit of a computer but also by an electronic circuit based on wired logic or the like, or a non-Neumann type information processing mechanism that will appear in the future. Further, each configuration diagram, data diagram, flowchart diagram, and the like are merely examples, and the presence / absence of each element, its order, specific contents, and the like can be changed as appropriate.

  For example, the device configuration in FIG. 1 is merely an example, and the actual system is realized by a plurality of server devices such as individual devices (for example, storage means such as a database) realized by separate server devices. Alternatively, the configuration can be flexibly changed, for example, as a part of the system of the present invention including the user terminal T. Also, some functions may be realized by calling an external platform or the like with an API (Application Program Interface) or network computing.

T1 User terminal device 1 Advertisement distribution device 5 Arithmetic control unit 6 Storage device 7 Communication unit 10 Advertisement distribution unit 11 Search keyword acquisition unit 13 Selection unit 15 Distribution unit 17 Advertisement storage unit 21 Declined advertisement acquisition unit 23 Declined advertisement extraction unit 25 Declined advertisement Notification means 27 User storage means 31 Search server 33 Search log storage means KW Search keyword 40 Search result page 41a Search window 41b Search button 43 Search result 45 Advertisement space 50 Notification mail

Claims (5)

User storage means for storing at least a notification address associated with each user;
An ad storage means for storing at least a bid keyword and an ad performance index value associated with each ad,
To select an advertisement associated with a bid keyword corresponding to a search keyword input to the user terminal by the user based on the advertisement performance index value and add it to the search keyword search result page displayed on the user terminal Ad delivery means to deliver to,
A lost advertisement acquisition means for acquiring an advertisement that has not been selected by the advertisement distribution means and / or an advertisement that has been selected but the advertisement placement rank has not entered the predetermined rank;
A unsuccessful advertisement extracting means for extracting a unsuccessful advertisement to be notified from the unsuccessful advertisement;
An advertisement delivery apparatus comprising: a lost advertisement notification means for notifying the extracted lost advertisement to a notification address associated with the user.   The advertisement distribution apparatus according to claim 1, wherein the winning advertisement extracting unit extracts a predetermined number of winning advertisements based on the advertisement performance index value stored in association with the winning advertisement. A search keyword acquisition unit that acquires a search keyword input to the user terminal by the user; and a log storage unit that stores the number of times the search keyword is acquired by the search keyword acquisition unit.
The advertisement distribution apparatus according to claim 2, wherein the unsuccessful advertisement extracting unit extracts a predetermined number of unsuccessful advertisements based on the number of acquisitions acquired from the log storage unit in addition to the advertisement performance index value.   The advertisement delivery apparatus according to any one of claims 1 to 3, wherein the notification address is a mail address of a portable information terminal different from the user terminal. User storage means for storing at least a notification address associated with each user;
An advertisement storage means for storing at least a bid keyword and an advertising performance index value associated with each advertisement,
To select an advertisement associated with a bid keyword corresponding to a search keyword input to the user terminal by the user based on the advertisement performance index value and add it to the search keyword search result page displayed on the user terminal Ad delivery step to deliver to,
A lost advertisement acquisition step of acquiring an advertisement that was not selected in the advertisement distribution step and / or an advertisement that was selected but the advertisement placement rank did not fall within a predetermined rank;
A lost advertisement extraction step of extracting a lost advertisement to be notified from the lost advertisement;
A method of notifying of a lost advertisement that notifies the notification address associated with the user of the extracted lost advertisement.

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