Broadcasting system, advertisement play list generation device and advertisement play list generation method

Abstract

To provide a broadcasting system, a play list generation system, a device and a method for performing a flexible advertisement operation.SOLUTION: A broadcasting system comprises: an advertisement material management device in which advertisement materials of a plurality of advertisements and advertisement material identification information thereof are stored in association with each other; and an advertisement play list generation device 4 which generates an advertisement play list of an advertisement frame of an advertisement broadcasting time zone which can broadcast the plurality of advertisements. The advertisement play list generation device comprises: an advertisement play list generation unit which acquires an advertisement play list request from the advertisement material management device, and generates the advertisement play list including the advertisement material identification information included in the advertisement play list request, and a broadcasting order of the advertisement to be transmitted to the advertisement material management device in response to the request; and an application type advertisement tender management unit which manages a tender of an application type advertisement. The advertisement play list generation unit preferentially arranges a position of the advertisement play list from a guarantee type advertisement and arranges a successful bid application type advertisement to a vacant position except the position in which the guarantee type advertisement is arranged.SELECTED DRAWING: Figure 6

Description

[Technical field]

[0001] The present invention relates to a broadcasting system, an advertisement playlist generating device, and an advertisement playlist generating method. In particular, the present invention relates to advertising playlist technology when broadcasting advertisements. [Background technology]

[0002] In the case of internet advertising, the advertisements are decided by bidding (auction). We comprehensively consider the quality of the advertisement, the content of the destination site, the user's situation, etc. to determine the optimal timing. The operational type that distributes content via messaging has become mainstream. [Prior art documents] [Patent documents]

[0003] [Patent Document 1] JP 2022-144319 A [Patent Document 2] JP 2022-188824 A Summary of the Invention [Problem to be solved by the invention]

[0004] On the other hand, for broadcast advertising, advertisers, advertising materials, advertising slots, etc. are decided several days or weeks before the broadcast. Advertisement registration is done up until the day before the broadcast. Uses real-time information (program viewing status, weather, advertising contract status, etc.) to select advertisements right up until the moment they are broadcast I couldn't do it.

[0005] The object of the present invention is to provide a broadcasting system capable of flexibly managing broadcast advertisements. The present invention aims to provide an advertisement playlist generating device and an advertisement playlist generating method. [Means for solving the problem]

[0006] According to one aspect of the present invention, advertising materials for a plurality of advertisements are associated with advertising material identification information. A device for managing stored advertisement materials and an advertisement slot for an advertisement broadcast time period in which a plurality of advertisements can be broadcast and an advertisement playlist generating device for generating a playlist, The device displays an advertisement with the identification information of the advertisement frame of the advertisement broadcasting time slot a predetermined time before the advertisement broadcasting time slot. The advertisement playlist request that requests an advertisement playlist of an advertisement slot including advertisement slot identification information is An acquisition unit that acquires from a material management device, and an advertisement playlist in response to an advertisement playlist request. Advertising material identification information for advertisements to be broadcast in the advertising space of the advertising space identification information included in the advertising request and the position of the advertisement in the broadcast order. An advertising playlist generation unit that transmits the advertising playlist to a content management device and manages the programmatic advertising auction. and a programmatic advertising auction management unit, and the advertising playlist generation unit generates an advertising playlist. Guaranteed ads are placed first, and positions beyond those where guaranteed ads are placed are placed first. The successful bidder is placed in the vacant position outside, and the programmatic ad auction management department If the positions in the ad playlist are only guaranteed ads, there will be empty positions. A program that presents information about vacant ad spaces and wins bids for vacant positions The broadcast system communicates the advertisements to an advertisement playlist generator.

[0007] One aspect of the present invention is to provide an advertisement playlist of an advertisement frame for an advertisement broadcast time period during which a plurality of advertisements can be broadcast. an advertisement playlist generating device for generating an advertisement playlist, the advertisement playlist being generated at a predetermined time before an advertisement broadcast time slot; The advertising playlist of the advertising space including the advertising space identification information of the broadcast time slot an acquisition unit that acquires an advertisement playlist request that requests an advertisement playlist; and broadcasting the advertisement in the advertisement slot of the advertisement slot identification information included in the advertisement playlist request. An advertisement playlist including the advertisement material identification information and the position of the advertisement in the broadcast order. an advertising playlist generator that generates ad playlists, and a programmatic advertising auction manager that manages programmatic advertising auctions. and an advertisement auction management unit, and the advertisement playlist generation unit is configured to generate an advertisement playlist position. Guaranteed ads are placed first, and vacancies other than those with guaranteed ads are placed. The successful bidder is placed in the position, and the programmatic advertising auction management department manages the ad placement. If the playlist position is only for guaranteed ads, vacant positions will occur. We provide advertising space information for the vacant positions, and then run the programmatic advertising that won the bid. The advertisement playlist generating device notifies the advertisement playlist generating unit.

[0008] One aspect of the present invention is to provide an advertisement playlist of an advertisement frame for an advertisement broadcast time period during which a plurality of advertisements can be broadcast. The method includes: generating an advertisement playlist for an advertisement broadcast time slot; Before a certain time, an advertisement frame including an advertisement frame identification information in the advertisement broadcast time period An acquisition process for acquiring an ad playlist request for an ad playlist, In response to the list request, the ad slot of the ad slot identification information included in the ad playlist request is The advertisement material identification information of the advertisement to be broadcast in the broadcasting order and the position of the advertisement in the broadcasting order are stored in the The ad playlist generation process generates an ad playlist containing the ad content, and the auction process for programmatic ads. A programmatic advertising auction management process that manages the advertisements, and an advertising playlist generation process that executes the program. The position of the ad playlist is prioritized from guaranteed ads, and the guaranteed ads are placed The successful bidder will place the programmatic ad in the vacant position other than the bid position, and the programmatic ad will be The ad playlist position management process is a vacant position when only guaranteed ads are in the ad playlist. When a vacant position occurs, the advertising space information about the vacant position is presented. The advertisement playlist generation unit notifies the advertisement playlist generation unit of the programmatic advertisement that has won the bid. This is a method of synthesis. Effect of the Invention

[0009] The present invention enables flexible advertising management in broadcast advertising. [Brief description of the drawings]

[0010] [Figure 1] FIG. 1 is a diagram for explaining an advertisement space. [Diagram 2] FIG. 2 is a diagram for explaining an outline of a system to which a broadcasting system is applied. [Diagram 3] FIG. 3 is a diagram for explaining an advertisement playlist. [Figure 4] FIG. 4 is a block diagram of the advertising material management device 3. As shown in FIG. [Diagram 5] FIG. 5 is a diagram showing an example of the advertisement material database (DB) 42. As shown in FIG. [Figure 6] FIG. 6 is a block diagram of the advertisement playlist generator 4. [Figure 7] FIG. 7 is a diagram showing an example of the advertisement space information database (DB) 53. As shown in FIG. [Figure 8] FIG. 8 is a diagram showing an example of the advertisement information database (DB) 54. As shown in FIG. [Figure 9] FIG. 9 is a flowchart of the advertisement playlist generator 5. [Figure 10] FIG. 10 is a diagram for explaining the generation of an advertisement playlist. [Figure 11]FIG. 11 is a diagram for explaining an auction in advertisement transaction system 5. As shown in FIG. [Figure 12] FIG. 12 is a flow chart showing the operation of the advertising material management device 3 to transmit advertising materials. [Figure 13] FIG. 13 is a schematic diagram of a broadcasting system in the second embodiment. [Figure 14] FIG. 14 is a diagram showing an example of the advertisement material database (DB) 42 provided in the advertisement material management device 3 of each broadcast station in the second embodiment. [Figure 15] FIG. 15 is a diagram showing an example of advertisement space information database (DB) 53 included in advertisement playlist generation device 4 in the second embodiment. [Figure 16] FIG. 16 is a diagram showing an example of the advertisement information database (DB) 54 included in the advertisement playlist generation device 4 in the second embodiment. [Figure 17] FIG. 17 is a diagram showing an example of an advertisement playlist for each broadcast station in the second embodiment. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0011] The broadcasting system and the advertisement playlist generating method according to the present embodiment will be described. In the following description, the term "broadcast" is a concept that includes television broadcast and radio broadcast. In addition, a "program" refers to a television broadcast or radio broadcast that is broadcast during a predetermined broadcast time. It is a broadcast program.

[0012] First, the advertisement frame of the broadcast advertisement will be described. Fig. 1 is a diagram for explaining the advertisement frame.

[0013] An advertising slot is a predetermined advertising broadcast time period during which advertisements for products, services, etc. are broadcast. In the following, the advertising slot is determined by the broadcasting date and time and the broadcasting station. The space must be for commercial advertisements. However, it is not limited to this. The advertisements broadcast using the advertisement slots may be radio commercials.

[0014] The advertisement space is associated with advertisement space information, which is information about the advertisement space. This is general information about the ad slot, and is provided by the ad slot provider, such as a broadcasting station. The advertisement slot information includes a date and time (advertising broadcast time slot) and a broadcasting station when the advertisement is broadcast in the advertisement slot. It includes at least one of the following: type of ad slot, number of seconds of ad slot, and the number of ad slots associated with the ad slot. Name of the program in which the ad slot is broadcast (specifically, the name of the program in which the ad slot is broadcast or immediately prior to the broadcast) The type of ad space includes the name of the ad space, the price of the ad space (purchase price), and the price of the ad space (purchase price). This is information that indicates the relationship between the advertisement frame and the broadcast time of the program. Commercial time: A set time during the program broadcast) and SB (Station "Break: the time between going from one program to the next."

[0015] In addition, the advertisement space information may further include information other than the above. For example, the advertisement space information may include broadcast area (area Real-time information), broadcast period, broadcast time (the time period during which advertisements are broadcast in a day: Daypart t), information on the genre of the program associated with the advertising space and the performers of the program, It may also contain information about events related to the event, as well as targets, which are described below. These are merely examples and are not intended to be limiting.

[0016] One ad slot can broadcast multiple ads. The order in which the advertisements are broadcast is called the advertising position. For example, one ad slot may contain four 15-second ads. If broadcasting is possible (number of positions = 4), this indicates the order in which it will be broadcast.

[0017] Furthermore, each advertising space is assigned an advertising space identification information (advertising space ID) that uniquely identifies the advertising space. This ad space ID allows you to identify one ad space from among many. Cut.

[0018] Next, a broadcasting system according to the first embodiment will be described. FIG. 1 is a diagram for explaining an outline of a system to which the present invention is applied.

[0019] The broadcasting system 1 includes a transmission management device 2, an advertisement material management device 3, and an advertisement playlist generation device. The apparatus includes a device 4.

[0020] The transmission management device 2 is also called a master, and transmits broadcasts according to a broadcast progress table (also called a broadcast operation table). It is a device that sends out program material to a transmitting station.

[0021] The advertisement material management device 3 is also called a CM bank. from the advertiser, and store the advertising materials in the storage device of the advertising material management device 3. The advertisement material management device 3 receives an advertisement material request including the advertisement frame ID from the transmission management device 2. The ad playlist that lists the advertising materials to be broadcast in the ad space of the received ad space ID is The advertisement playlist generating device 4 requests the advertisement playlist. The advertisement is requested immediately before (for example, a few seconds before) the broadcast. The advertisement material described in the advertisement playlist notified from the playlist generating device 4 is read out. Then, the advertisement material is returned to the transmission management device 2, and the advertisement is transmitted from the transmission management device 2. It will be broadcast.

[0022] The advertisement playlist generating device 4 is a device for generating an advertisement playlist of an advertisement frame of an advertisement frame ID. An ad playlist is associated with an ad slot ID and contains the ads to be broadcast in that slot. The advertising material identification information (advertising material ID) that identifies the material, the position of the advertisement, and the advertisement FIG. 3 is a diagram for explaining the advertisement playlist. Figure 3 shows an example of an ad playlist with four positions. The advertisement playlist generating device 4 lists the duration information and the advertisement material ID in order. The advertisement playlist request is received from the advertisement material management device 3, and the advertisements to be broadcast in the advertisement frame are listed. The advertisement material management device 3 generates a customized advertisement playlist and transmits it to the advertisement material management device 3.

[0023] Here, the advertisement playlist generating device 4 manages advertisements to generate an advertisement playlist. There are two types of advertising: guaranteed advertising and programmatic advertising. Also called guaranteed advertising, this type of advertising has a guaranteed advertising period and number of advertisements. There are two types of broadcasting: position-specific and impression-guaranteed. This is a format in which the ad space and the position of the ad space are specified. The number of advertisements (impressions) within a given period can be calculated without specifying the advertisement slot or position. On the other hand, programmatic advertising is a form of advertising that guarantees the advertiser's advertising without specifying the ad slot or position. This is a form of advertising in which advertising space is determined through bidding according to the advertiser's budget and desired conditions.

[0024] The advertisement playlist generating device 4 writes the advertisement in the advertisement playlist of the advertisement space of the advertisement space ID ( The advertisements to be broadcasted will be preferentially selected from the guaranteed advertisements. For example, the advertisement slots and their positions will be First, select the position-specific ads that have a position-specific option. If there is a position, select the appropriate impression guaranteed ad. And the guarantee If a position cannot be filled by programmatic advertising alone, select programmatic advertising for that vacant position. Here, the programmatic advertising is carried out by selecting an ad slot with a vacant position in an external advertising trading system 5. The advertisement is determined by bidding based on the advertisement space information. The advertisement playlist generating device 4 generates an advertisement playlist, and the advertisement material management device 4. These ad playlists are generated right up until the time the ad is aired. The generated ad playlist is generated by the ad material management just before (for example, a few seconds before) the advertisement airing time. The data is returned to the management device 3.

[0025] A broadcasting system including a transmission management device 2, an advertisement material management device 3, and an advertisement playlist generation device 4. Stem 1 is usually installed inside the broadcasting station to avoid delays in broadcasting advertisements.

[0026] The advertisement transaction system 5 is a system for exchanging advertisement space between an advertisement space provider that provides an advertisement space and an advertisement space user that uses the advertisement space. This is a system that manages transactions between users and advertising agencies. The person who makes the bid specifies the period, budget, and bid price (for example, the price per 1,000 views). In addition, it is possible to specify viewing attributes, maximizing or minimizing the reach of the advertisement, time period, etc. On the other hand, ad space providers must provide information about the ad space whenever an ad space with a vacant position becomes available. If the ad space information matches the bidding conditions, the bid will be accepted. The advertising materials for which bids are made are inspected before the bids are made, and the advertising materials are stored in the advertising materials management device. In this embodiment, the bidding and winning of the bid are This is because the transaction takes place within a short period of time (a few seconds) before the ad airs, and the ad airs immediately after the transaction is completed. It should be noted that a known advertising transaction system can be applied to these advertising transactions.

[0027] Next, the configuration of the main device will be described.

[0028] First, the configuration of the advertising material management device 3 will be described. FIG. 4 is a block diagram of the advertising material management device 3. It is.

[0029] The advertising material management device 3 includes an advertising material request receiving unit 41 and an advertising material database (DB) 4. 2, an advertising material sending section 43, and a substitute advertisement sending section 44.

[0030] The advertising material request receiving unit 41 receives an advertising material request from the transmission management device 2 and The advertisement material request includes the advertisement transmission time and It includes at least an advertisement slot ID. It may also include the duration information and program information of the advertisement slot of the advertisement slot ID. The advertisement playlist request includes at least the advertisement slot ID of the advertisement material request, but may also include other information. It may include.

[0031] The advertisement material database (DB) 42 is a database in which advertisement materials are stored. 5 is a diagram showing an example of the advertisement material database (DB) 42. The database (DB) 42 stores advertisement material identification information (advertising material ID), advertisement summary information, and advertisement material. The duration of the advertisement material and the video data of the advertisement material are stored in association with each other. The advertisement material has been screened for any violation of public order and morals before it can be broadcast. The summary information is the content of the advertising material, etc. The duration is the duration of the advertising material.

[0032] The advertising materials stored in the advertising material database (DB) 42 include guaranteed advertising and performance-based advertising. This includes not only advertising materials for advertisements, but also advertising materials for substitute advertisements. Substitute advertisements are classified into two types: first substitute advertisement and second substitute advertisement. There are two types of substitute advertising. The first type of substitute advertising is when all of the positions in the ad slot are guaranteed ads and operated as such. These are advertisements that are broadcast in vacant positions when they are not filled by other types of advertisements. For example, it is an advertisement that does not depend on the ad slot or broadcast area. The second substitute advertisement is an advertisement playlist. If there is no ad material corresponding to the ad material ID listed in the These first and second substitute advertisements are used in emergency situations such as when the advertisement cannot be delivered. In order to match the length (time) of the ad slot or position, substitute ads of multiple lengths are stored. It has been done.

[0033] The advertisement material sending unit 43 receives the advertisement playlist and sends the advertisement material described in the advertisement playlist. The advertisement material of the advertisement material ID is read from the advertisement material database (DB) 42, and the position is The advertisement material sending unit 43 sends the advertisement material described in the advertisement playlist to the sending management device 2 in the order of the advertisement material. If there is no advertising material corresponding to the advertising material ID in the specified time, or if the advertising playlist If the position information (position, duration, etc.) or the ad slot cannot be received, The length of time is transmitted to the substitute advertisement transmitting unit 44.

[0034] When the substitute advertisement transmitting unit 44 receives the position information of the advertisement frame from the advertisement material transmitting unit 43, ,A second substitute advertisement of the same duration as the position is,stored in the advertisement material database (D B) 42 and transmits the substitute advertisement to the advertisement material transmission unit 43. If the ad playlist is not received within the time limit, a second substitute ad of the same duration as the ad slot will be The substitute advertisement is read from the advertisement material database (DB) 42 and the substitute advertisement is transmitted. The received signal is sent to output unit 43.

[0035] Next, the advertisement playlist generating device 4 will be described. FIG. FIG. 4 is a block diagram of the device 4.

[0036] The advertisement playlist generating device 4 includes an advertisement playlist request acquiring unit 51 and an advertisement frame realtime time information acquisition unit 52, an advertisement space information database (DB) 53, and an advertisement information database (DB) 54, an advertisement playlist generation unit 55, a vacant advertisement space information provision unit 56, and a management type An advertisement bid management unit 57 is provided.

[0037] The advertisement playlist request acquisition unit 51 receives an advertisement playlist request from the advertisement material management device 3. The advertisement playlist generation unit 5 receives the advertisement frame ID included in the advertisement playlist request and transmits it to the advertisement playlist generation unit 5. Send to 5.

[0038] The advertisement frame real-time information acquisition unit 52 acquires the program viewing rate and the viewing demographics every day, and Update the information database (DB) 53.

[0039] The advertisement space information database (DB) 53 is a database in which information on each advertisement space is stored. 7 is a diagram showing an example of the advertisement space information database (DB) 53. In the example in Figure 7, the air date, air time, and number of positions of the ad slot are associated with the ad ID. , duration of the ad slot, name of the program in the ad slot, genre of the program, broadcast area, viewing of the program Real-time information such as the rate, number of viewers, key audience demographics, and predicted number of impressions is stored. The real-time information is updated by the advertisement space real-time information acquisition unit 52.

[0040] The advertisement information database (DB) 54 is a database of advertisements containing conditions and materials specified by advertisers. The advertisement information database (DB) 54 is a database in which the advertisement information is stored. The advertisement information of the guaranteed advertisement is stored in the advertisement information database (DB) 54. FIG. FIG. 8 is a diagram showing an example. In the example of FIG. 8, position-specified advertising and impression-guaranteed advertising are The advertisement information of the advertisement is stored. For each advertisement, the advertisement material ID, advertisement summary, and advertisement material duration are stored. Ad slot ID and position of the ad slot specifying the time, advertising period, broadcast, and remaining impressions The number of advertisements, desired broadcast area, target, exclusion conditions with other advertisements, etc. are associated and stored. There are.

[0041] The advertisement playlist generation unit 55 uses the advertisement space information database (DB) 53 and the advertisement information database (DB) 54. The ad playlist is then retrieved from the database (DB)54. Generate a list.

[0042] The advertisement playlist generating unit 55 generates the advertisement playlist in accordance with the position. For targeted advertising, the ad slots and positions are decided in advance by contract, so Next, the impression guarantee type advertisement is selected. For example, The genre of the program in which the ad slot is placed, the broadcast area, the program's viewing rate, the number of viewers, and the main audience Real-time information such as the number of predicted impressions, and inventory such as the duration of the available positions Variables and campaign details such as campaign duration, remaining impressions, targeting, etc. We use a method to solve a mathematical programming problem involving the following variables to create an optimal impression-guaranteed ad: If these guaranteed ads do not fill all positions or slots of the ad inventory, In this case, the vacant position occurrence is notified to the vacant advertisement space information providing unit 56. When a programmatic advertisement is decided by a successful bid based on the notification from the bidding management unit 57, the advertisement material ID in an open position in the ad playlist.

[0043] In addition, the advertisement playlist generation unit 55 determines whether all positions in the advertisement frame are guaranteed advertisements or performance-based advertisements. If the vacant position is not filled by the first substitute ad, the ad material ID of the first substitute ad is used. Place.

[0044] When a vacant position occurs, the vacant advertisement frame information providing unit 56 provides advertisements for the vacant position. The slot information is delivered to the advertising transaction system 3.

[0045] The programmatic advertising bidding management unit 57 distributes the successful bid advertisements among the programmatic advertisements that have been bid on. The playlist generating unit 55 is notified of this.

[0046] Next, the operation of the advertisement playlist generating device 4 will be described. FIG. 10 is a flowchart of the fourth embodiment, and is a diagram for explaining the generation of an advertisement playlist. .

[0047] The advertisement playlist request acquisition unit 51 receives an advertisement playlist request from the advertisement material management device 3. The advertisement playlist request is acquired (Step 100). A few seconds (e.g., 5 to 10 seconds) before the time, and the ad playlist request The advertisement playlist generation unit 55 acquires the advertisement frame ID that is currently being used and transmits it to the advertisement playlist generation unit 55. Assume that the ad slot ID of the requested ad playlist is "CM100".

[0048] The advertisement playlist generation unit 55 generates advertisement space information corresponding to the advertisement space ID as advertisement space information data. The advertisement information is acquired from the base (DB) 53 (Step 101), and the advertisement information is stored in the advertisement information database. The advertisement slot information is obtained from the advertisement information database (DB) 54 (Step 102). The advertisement information is assumed to be as shown in FIG.

[0049] The advertisement playlist generation unit 55 receives a position specification that specifies an advertisement frame corresponding to the advertisement frame ID. The standard advertisement is placed in the designated position (Step 103). D "CM100" is specified in advertisement 1 and advertisement 5, referring to the advertisement information in FIG. The advertisement material ID of advertisement 1 is “1001”, and its designated position is “Position The advertisement material ID of advertisement 5 is “1006”, and the designated position is “Position The advertisement playlist generation unit 55 generates the advertisement playlist "3" as shown in FIG. Place the ad material ID “1001” of Ad 1 in position 1 of the ad playlist, and Advertisement material ID “1006” for advertisement 5 is placed in position 3.

[0050] The advertisement playlist generation unit 55 checks for available positions in the advertisement frame (Step 1 04) If there are no available positions in the ad playlist, the ad will be advertised using position-specific ads. The advertisement playlist is completed (Step 112). If there are vacant positions in the ad space, we will place the best impression guaranteed ad in that space. Place it in a vacant position (Step 105).

[0051] In this example, there is an available position in the ad space with the ad space ID "CM100", so The advertisement playlist generation unit 55 selects a guaranteed-received advertisement from the already placed advertisements. Check the exclusion conditions for position-specific ads. In this example, the exclusion condition for Ad 1 is “Alcohol The condition for excluding Ad 5 is "competitive elimination." In other words, in the same advertising space, Advertisements for "alcoholic beverages" and "electrical appliances" cannot be broadcast, but other advertisements cannot be broadcast. In addition, the ad playlist will be created. The advertisement generation unit 55 refers to real-time information on the advertisement space information, and detects impressions that do not meet the exclusion conditions. For example, in the example of Figure 8, Advertisement 2 and Advertisement 3 are subject to the exclusion conditions and cannot be used. does not fall under the exclusion criteria, but is based on the number of remaining impressions, broadcast area, target Therefore, the advertisement playlist generating unit 55 The advertisement playlist generating unit 55 selects advertisement 4 as the guaranteed advertisement. As shown in 10, the ad material ID “1004” for ad 4 is set to position 2 in the ad playlist. " is placed.

[0052] The advertisement playlist generation unit 55 checks for available positions in the advertisement frame (Step 1 06) If there are no available positions in the ad playlist, the ad will be advertised using position-specific ads. The advertisement playlist is completed (Step 112). If there is a vacant position in the advertisement frame, the vacant advertisement frame information providing unit 56 is notified of this fact, and the vacant advertisement frame information providing unit 56 The advertisement space information providing unit 56 generates vacant advertisement space information and transmits the vacant advertisement space information to the advertisement trading system 5 In this example, the advertisement information of the advertisement frame ID 1001 in FIG. The exclusion conditions, available positions (length of time), etc., that are applied to the ad space with the ad space ID 1001 are The generated advertising space information is then presented to the advertising transaction system 5.

[0053] In the advertisement transaction system 5, among the advertisements being bid on, those that match the vacant advertisement space information and The highest bid is awarded to the ad.

[0054] FIG. 11 is a diagram for explaining an auction in the advertisement transaction system 5. The advertising system 5 stores, as vacant advertising space information, an advertising space ID, a broadcast date, and a broadcast time of the vacant advertising space. Time slot, number of available positions, available time, program name, program genre, broadcast area, real-time information On the other hand, the bidder is required to disclose the bid advertisement identification information, advertisement period, advertisement title, etc. Register bidding information such as the name, ad material ID, material length, cost per view, and budget limit. The advertisement transaction system 5 receives the "expected number of viewers x bid price" and the "budget limit" from the bid advertisement. The lowest amount is adopted as the bid amount, and the exclusion conditions applied to the ad space, the available positions (length of time) For example, in Figure 11, the bidder with the highest bid that meets the conditions is selected. If the audience is 1 million people, the bid for Bid Ad 1 is 8 million yen, and the bid for Bid Ad 2 is 10 million yen. The amount is 7 million yen. Therefore, bid advertisement 1 is the successful bid (accepted).

[0055] The successful advertisement is immediately returned to the programmatic advertising bidding management unit 57 together with the advertisement material ID. If the advertising space is not sold, the advertising transaction system 5 will notify the winning advertisement. The programmatic advertising bid management unit 57 is notified that no advertisement was received.

[0056] The advertisement playlist generating unit 55 detects whether there is a programmatic advertisement that has been sold within a certain time period and whether the advertisement material When the ID is notified (Step 108), the advertising material ID is The advertisement playlist generator 55 places the advertisement in an empty position (Step 109). Check for available positions in the slot (Step 110). Add the available positions to the ad playlist. If no ad options are available, the ad playlist is complete (Step 112).

[0057] On the other hand, if the programmatic advertisement is not sold within the time limit (St ep 108), and place the substitute advertisement material ID in the vacant position (Step 11 1). In addition, the advertisement playlist generating unit 55 does not generate advertisement playlists based on the successful bid performance advertisements alone. If there is a vacant position in the list, the substitute ad's ad material ID will be placed in the vacant position. (Step 111). Then, the ad playlist is completed (Step 112). ).

[0058] The above operations are performed until the air time of the ad, and last for a few seconds (e.g., 1 to 5 seconds). Before that, the completed advertisement playlist is sent to the advertisement material management device 3.

[0059] Next, the operation of the advertising material management device 3 will be described. 10 is a flowchart of a material delivery operation.

[0060] The advertisement material transmitting unit 43 confirms receipt of the advertisement playlist (Step 200).

[0061] If the ad playlist is not received within a certain period of time after sending the ad playlist request, In this case, a second substitute ad (emergency substitute ad slot) of the same duration as the ad slot that requested the ad playlist is advertisement) to the transmission management device 2 (Step 206).

[0062] On the other hand, the advertisement material sending unit 43 sends the advertisement playlist within a predetermined time after sending the advertisement playlist request. If a playlist is received, the ad material IDs are assigned in the order of their positions in the ad playlist. It is confirmed whether the advertisement material is stored in the advertisement material DB 42 (Step 202). If the advertising material corresponding to the advertising material ID is in the advertising material DB 42 (Step 203), The advertising material sending unit 43 reads out the advertising material associated with the advertising material ID (Step 2 04), and transmits the advertising material to the transmission management device 2 (Step 205).

[0063] On the other hand, the advertising material sending unit 43 detects that the advertising material corresponding to the advertising material ID is stored in the advertising material DB 42. If not (Step 203), the advertisement material sending unit 43 notifies the substitute advertisement sending unit 44. The substitute advertisement sending unit 44 sends the duration of the position instead of the advertisement material ID for which there is no advertisement material. Select the same second substitute advertisement as above, and send the advertisement material ID of the selected second substitute advertisement. The advertising material sending unit 43 then notifies the advertising material ID. The advertisement material associated with the advertisement is read (Step 204), and the advertisement material is sent to the sending management device. The received signal is then sent to device 2 (Step 205).

[0064] In this embodiment, advertisements are adaptively selected and the most suitable advertisement is broadcast until just before the advertisement is broadcast. As a result, broadcast advertising can be managed flexibly.

[0065] In addition, there may be cases where the ad playlist is not returned or the ad elements listed in the ad playlist are not Even in the unlikely event of the non-existence of advertising material corresponding to the material ID, This allows the broadcaster to broadcast substitute advertisements as desired, eliminating the need for broadcasting due to advertisements not being broadcast. Accidents can be prevented.

[0066] In the above example, it is assumed that the duration of multiple advertising materials in one advertising space is the same. However, the present invention is not limited to this and may be different. In this case, the advertisement playlist generating unit 55 selects advertisements taking into consideration the duration of each advertisement material.

[0067] In the above embodiment, the position-specific type and impression-based type are used as examples of guaranteed advertising. However, the advertisement playlist generating unit 55 does not When generating a playlist, only position-specific advertisements are given priority as guaranteed advertisements, It is also possible to give priority to selecting only position-specific advertisements. For guaranteed impressions, the contracted amount of impressions is guaranteed by future ad slots. If it is possible, bidding will be conducted under favorable conditions (advertising fees, etc.) for the advertiser. The system is structured to prioritize programmatic ads over impression-guaranteed ads. is also good.

[0068] For example, the advertisement playlist generating unit 55 may select a position-specific advertisement and If there is a vacant position, the vacant advertisement space information providing unit 56 is notified of the occurrence of the vacant position. The advertisement space information providing unit 56 provides the lowest bid price to at least the advertiser that can use the advertisement space. Set the advertising rate higher than the advertising rate for guaranteed-reception ads. And set the advertising playlist The generation unit 55 determines from the notification of the programmatic advertising bid management unit 57 that the programmatic advertisement has been decided by a successful bid. If so, place the ad material ID in an empty position in the ad playlist. If there is no ad, the available position will be filled by selecting an impression guaranteed ad. Even with this configuration, the ads are adaptively selected to provide the best results. Advertisements can be broadcast.

[0069] <Second embodiment> A second embodiment will now be described. The second embodiment creates a single advertisement playlist for advertisements broadcast on multiple broadcasting stations. An example of management by the device 4 will be described.

[0070] Currently, nationally broadcasted advertisements (net time commercials) are advertised by the broadcasting station (originating station) that is responsible for the national broadcast. The advertising materials sent from the advertising material management device 3 are transmitted to each broadcasting station via a national line network together with the program. The data is then transmitted to the broadcasting area of ​​each broadcasting station via the transmission management device 2. This will allow uniform advertising across all national broadcasting programs, including key and network stations. On the other hand, there are advertisers who want to broadcast advertisements with different advertising materials only in certain broadcasting areas. In such cases, the broadcasting station that has jurisdiction over that part of the broadcasting area and the transmitting station agree to The broadcasting station adjusts the advertisement material (the same In other words, the same advertisement as the broadcasting station (originating station) is read and broadcast. The first type of broadcasting station broadcasts advertisements, and the second type of broadcasting station broadcasts advertisements different from those of the broadcasting station (the broadcasting station). There are a transmitting station and a transmitting station.

[0071] However, there are many issues in coordinating between the second-type broadcasting station that broadcasts different advertising materials and the broadcasting station that broadcasts them. The second type of broadcasting station, which broadcasts different advertising materials, requires the effort of broadcasting only that advertising slot, The advertisement material must be sent from the advertising material management device 3, and complicated processing is required in terms of management and operation. I did.

[0072] Therefore, in the second embodiment, the advertisement playlist generating device 4 manages advertisement materials of each broadcasting station. The device 3 controls the advertising materials sent out, and the advertising materials of each broadcasting station can be sent out without prior coordination. An example in which the advertisement material management device 3 can transmit the same material as the advertisement of the originating station or a replacement material will be described. Reveal.

[0073] FIG. 13 is a schematic diagram of a broadcasting system in the second embodiment. In FIG. 13, a broadcasting station A (a broadcasting station) broadcasts a nationally broadcast program. For example, Broadcasting stations B to N are responsible for the national broadcasting programs sent by broadcasting station A (the source station). For example, stations B to N are network stations. The advertising materials stored in the advertising material management device 3 installed in each broadcasting station are basically The advertisements stored in the advertisement material management device 3 can only be used by that broadcasting station. However, advertisements are adaptively selected by the advertisement playlist generator 4. The advertising material associated with the advertising material ID listed in the advertising playlist is stored in the advertising material management system. If the advertisement is not stored in the device 3, it cannot be sent immediately. It is not necessary that all the advertising materials stored in the installed advertising material management device 3 are common. FIG. 14 shows the advertisement elements of each broadcasting station in the second embodiment. FIG. 14 is a diagram showing an example of an advertising material database (DB) 42 included in the material management device 3. The advertising material database (DB) 42 in FIG. 5 is different from the advertising material database (DB) 42 in FIG. The point is that a new ad material with the ad material ID "10150" has been added. This advertising material with the advertising material ID "1050" is the same as the advertising material with the advertising material ID "1001". These are advertisements that have the same subject but different content (e.g. different products).

[0074] FIG. 15 is a block diagram showing the advertisement space information included in the advertisement playlist generation device 4 according to the second embodiment. FIG. 13 is a diagram illustrating an example of a database (DB) 53. The database (DB) 53 differs from the first embodiment in the advertisement frame ID. In the second embodiment, the advertisement slot ID indicates that the advertisement slot is the same advertisement slot that is broadcast on a nationally broadcast program. The advertisement space ID includes common information for each broadcasting station and information for identifying each broadcasting station. For example, the advertisement space ID “CM100 "CM100" in "B" refers to the same advertising slot that is broadcast on a nationally broadcast program, and "B" is the broadcasting station. Therefore, the ad slot ID "CM100B" is broadcast during a nationally broadcast program from broadcasting station B. This shows the advertising space available.

[0075] FIG. 16 shows an advertisement information data table included in the advertisement playlist generating device 4 according to the second embodiment. FIG. 13 is a diagram showing an example of a database (DB) 54 of the advertisement information database according to the second embodiment. The difference between the database (DB) 54 in the first embodiment and the database in the second embodiment is that In order to be able to select different advertising materials for each broadcasting area, the broadcasting station and advertising The relationship with the material ID is described. In the example of Figure 16, for advertisement 1, The advertisement material ID is "1050", and the advertisement material of other broadcasting stations has the advertisement material ID " This indicates that the number is 1001.

[0076] Next, the operation of the second embodiment will be described.

[0077] A nationally broadcast program is transmitted from broadcast station A to the transmission management device 2 of broadcast station BN. The set is broadcast in each broadcast area. Just before (for example, a few seconds before) the program's advertising time slot. Then, the advertisement playlist is sent from the advertisement material management device 3 of each broadcast station AN to the advertisement playlist generation device 4. The advertisement program list request is sent from the advertisement material management device 3 of each broadcast station AN. The playlist request includes the advertisement space IDs "CM100A" to "CM100N".

[0078] The advertisement playlist generating device 4 that receives the advertisement playlist request performs the same process as in the first embodiment. Similarly, the advertisement space information database (DB) 53 and the advertisement information database (DB) 54 The advertisement playlist is generated for the requested advertisement slot. The advertisement frame ID included in the advertisement playlist request received by the advertisement playlist generation device 4 is These ad slots are in the same advertising time slot. However, when referring to the advertisement information database (DB), the advertisement slot for “CM100B” (broadcast station B ) have different advertisement materials. The advertisement playlist generation unit 55 of the advertisement playlist generation device 4 Considering this, when listing the advertisement material ID for advertisement 1 in the advertisement playlist, Position 1 of the advertising playlist contains the advertising material ID "1050" for broadcasting station B. " and position 1 of the advertising playlist for other broadcasting stations should contain an advertisement for the advertising material. Enter the material ID "1001". The advertisement playlist for each broadcasting station generated in this way The advertisement playlist generating device 4 then generates the advertisement playlist. The advertisement material list is transmitted to the advertising material management device 3 of each broadcasting station.

[0079] The advertising material management device 3 of each broadcasting station selects advertising materials based on the received advertising playlist. It is sent to the sending management device 2.

[0080] With this configuration, even if an advertisement is for a nationally broadcast program, each broadcasting station can broadcast the advertisement at the same time. Different advertisements can be broadcast in the intervening advertising slots.

[0081] In addition, ad playlists can be created up until the moment an ad is broadcast, so you can If there is an opportunity to broadcast an advertisement in another area, the advertisement will be broadcast on another broadcasting station. This will give the show a chance to be broadcast in the broadcasting area.

[0082] In addition, broadcast advertisements are generally in the form of videos, and the data of advertisement materials is large. Considering the transmission time, the transmission management device 2 and the advertising material management device 3 are installed in the broadcasting station. On the other hand, ad playlists are generally created using data such as text data. In the second embodiment, the transmission management device The advertisement material management device 3 is installed in each broadcasting station to minimize the delay in sending advertisement materials. The advertisement playlist generating device 4 transmits the advertisement playlist to the advertisement material management device 3 of each broadcasting station. Since the system is structured to transmit broadcasts, each broadcasting station can receive broadcasts from advertisers without increasing the transmission burden. Advertisements can be broadcast according to the requests of the

[0083] In the second embodiment described above, advertisement ID information for identifying an advertisement frame in the same broadcast time slot is used. Each broadcasting station gave the code so that it could be identified, but the code was not the same as the broadcasting station (originating station) that broadcasts nationally broadcasted programs. A first type of broadcasting station broadcasts advertisements, and a second type of broadcasting station broadcasts advertisements different from those of the broadcasting station (originating station). The name may be given so that the broadcasting station can be identified.

[0084] In addition, each unit of the advertisement material management device 3 and the advertisement playlist generation device 4 is controlled by a program. It can also be configured by a computer that performs processing according to the above.

[0085] Although the present invention has been described above by way of preferred embodiments, The present invention does not necessarily require the above-mentioned combinations, and may be carried out in any suitable combination. The present invention is not limited to the embodiments, and may be modified and embodied in various ways within the scope of the technical concept. It can be carried out. [Explanation of symbols]

[0086] 1 Broadcasting System 2 Transmission management device 3. Advertising material management device 4. Ad Playlist Generator 5. Advertising trading system 41 Advertising material request receiving unit 42 Advertising material database (DB) 43 Advertising material transmission section 44 Substitute Advertising Transmission Unit 51 Advertisement playlist request acquisition unit 52 Advertising space real-time information acquisition unit 53 Ad space information database (DB) 54 Advertising information database (DB) 55 Advertising Playlist Generator 56 Vacant Advertising Space Information Department 57 Programmatic Advertising Bidding Management Department

Claims

1. A broadcasting system comprising a management device and a generation device, The management device a database that stores advertising materials for a plurality of advertisements, including television advertisements or radio advertisements, in association with advertising material identification information for the advertising materials; The generating device comprises: an acquisition unit that acquires, from the management device, an advertisement playlist request that requests an advertisement playlist of an advertisement slot including advertisement slot identification information that is identification information of an advertisement slot for the advertisement broadcast time slot, a predetermined time before the advertisement broadcast time slot that indicates a date and time on which the advertisement is to be broadcast; an advertisement playlist generation unit that generates, in response to the advertisement playlist request, an advertisement playlist including advertisement material identification information of advertisements to be broadcast in the advertisement slots identified by the advertisement slot identification information included in the advertisement playlist request, and positions in the broadcast order of the advertisements; The management device A broadcasting system comprising an advertising material sending unit that acquires the generated advertising playlist and sends out advertising materials associated with advertising material identification information written in the acquired advertising playlist in order of position.

2. The broadcasting system described in Claim 1, wherein the advertising playlist generation unit generates the advertising playlist based on a contract in which advertising slots and positions are determined in advance.

3. A generating device for generating an advertising playlist of advertising slots for advertising broadcasting time slots in which multiple advertisements, including television advertisements or radio advertisements, can be broadcast, comprising: an acquisition unit that acquires an advertisement playlist request that requests an advertisement playlist of an advertisement slot, including advertisement slot identification information that is identification information of an advertisement slot in the advertisement broadcast time slot, before a predetermined time before the advertisement broadcast time slot that indicates the date and time on which the advertisement is broadcast; an advertisement playlist generation unit that, in response to the advertisement playlist request, generates an advertisement playlist that includes advertisement material identification information of advertisements to be broadcast in the advertisement slots identified by the advertisement slot identification information included in the advertisement playlist request and positions in the broadcast order of the advertisements, and transmits the advertisement playlist to the management device that transmitted the advertisement playlist request; A generating device comprising:

4. An information processing method executed by a generating device that generates an advertising playlist of advertising slots for advertising broadcast time slots in which multiple advertisements, including television advertisements or radio advertisements, can be broadcast, comprising: acquiring an advertisement playlist request for an advertisement playlist of an advertisement slot including advertisement slot identification information that is identification information of an advertisement slot in the advertisement broadcast time slot, a predetermined time before the advertisement broadcast time slot that indicates the date and time when the advertisement is to be broadcast; In response to the advertisement playlist request, generate an advertisement playlist including advertisement material identification information of advertisements to be broadcast in the advertisement slots identified by the advertisement slot identification information included in the advertisement playlist request and positions in the broadcast order of the advertisements, and transmit the advertisement playlist to the management device that transmitted the advertisement playlist request; An information processing method that performs the above.

5. A generating device for generating an advertisement playlist of advertisement slots for advertisement broadcasting time slots in which a plurality of advertisements including television advertisements or radio advertisements can be broadcast, comprising: acquiring an advertisement playlist request for an advertisement playlist of an advertisement slot including advertisement slot identification information that is identification information of an advertisement slot in the advertisement broadcast time slot, a predetermined time before the advertisement broadcast time slot that indicates the date and time when the advertisement is to be broadcast; In response to the advertisement playlist request, generate an advertisement playlist including advertisement material identification information of advertisements to be broadcast in the advertisement slots identified by the advertisement slot identification information included in the advertisement playlist request and positions in the broadcast order of the advertisements, and transmit the advertisement playlist to the management device that transmitted the advertisement playlist request; A program that executes the following.

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