Broadcasting system, advertising playlist generation device, and advertising playlist generation method

Abstract

This invention provides a broadcasting system, a playlist generation device, and a method for flexible advertising management. [Solution] The broadcasting system includes an advertising material management device that stores advertising materials for multiple advertisements, and an advertising playlist generation device 4 that generates an advertising playlist of advertising slots for advertising broadcast time periods in which multiple advertisements can be broadcast. The advertising playlist generation device 4 includes an advertising playlist request acquisition unit 51 that acquires advertising playlist requests from the advertising material management device, an advertising playlist generation unit 55 that, in response to the request, generates an advertising playlist that includes advertising material identification information included in the advertising playlist request and the position which is the broadcast order of the advertisement, and a managed advertising bid management unit 57 that manages bids for managed advertising. The advertising playlist generation unit 55 prioritizes the placement of positions in the advertising playlist from guaranteed advertisements, and places the successfully bid-for managed advertising in the available positions other than those where guaranteed advertisements are placed.

Description

Technical Field

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[0006] One aspect of the present invention relates multiple advertising materials and their advertising material identification information. The stored advertising material management device and the advertising slots during the advertising broadcast time period in which multiple advertisements can be broadcast. The system comprises an advertising playlist generation device that generates playlists, and an advertising playlist generation device The placement is done using the advertising slot identification information for the advertising slot within the advertising broadcast time, at a designated time before the advertising broadcast time. An ad playlist request requests an ad playlist of ad slots that includes ad slot identification information. The acquisition unit acquires from the material management device, and in response to the ad playlist request, the ad playlist Ad slot identification information included in the request Ad material identification information for the advertisement to be broadcast in the ad slot Then, it generates an ad playlist that includes the position, which is the broadcast order of the ad, and the ad elements This unit generates ad playlists to send to the material management device and manages the auction for performance-based advertising. The programmatic advertising auction management department and the advertising playlist generation department are comprised of advertising playlists The positions of guaranteed ads will be given priority, and the positions where guaranteed ads are placed will be... The managed advertising auction management department will place the winning bids for the programmatic ads in the vacant outdoor spaces. If the ad playlist only consists of guaranteed ads, empty positions will occur. This is a managed advertising model that presents information about available ad slots and successfully bids for those available slots. This is a broadcasting system that notifies the ad playlist generation unit of advertisements.

[0007] One aspect of the present invention is an advertising playlist for advertising slots during advertising broadcast time that can broadcast multiple advertisements. An advertising playlist generating device that generates an advertising playlist, wherein an advertising playlist is generated at a predetermined time before the advertising broadcast time. Ad playlists for ad slots that include ad slot identification information for ad slots during broadcast time slots. An acquisition unit that obtains an ad playlist request requesting a playlist, and a unit that responds to the ad playlist request. The ads broadcast in the ad slots identified by the ad slot identifier included in the ad playlist request. Ad playlists include the ad material identification information, the position which is the broadcast order of the ad, and the ad material identification information, and the ad playlist. An ad playlist generation unit that generates ads, and a managed ad auction management unit that manages the auction for managed ads. The advertising auction management department and the advertising playlist generation department are equipped with the position of advertising playlists Placement will be prioritized for guaranteed ads, and empty positions will be filled in any other positions not occupied by guaranteed ads. The programmatic advertising that was successfully bid on is placed in the position, and the programmatic advertising auction management department then manages the advertising platform. If a raylist position is only guaranteed advertising, vacant positions will occur. We present ad space information regarding the ad slots on the platform and manage the programmatic advertising that successfully bids for available positions. This is an advertising playlist generation device that notifies the advertising playlist generation unit.

[0008] One aspect of the present invention is an advertising playlist for advertising slots during advertising broadcast time that can broadcast multiple advertisements. A method for generating ad playlists, wherein a computer generates ad playlists during the ad broadcast time slots. Before the scheduled time, the advertising slots containing the advertising slot identification information for the advertising broadcast time slot. The process of obtaining an ad playlist request that requests an ad playlist, and the ad play In response to the list request, the ad slot identifier information included in the ad playlist request is placed in the ad slot. The advertising material identification information of the advertisement to be broadcast, and the position which is the broadcast order of that advertisement, The ad playlist generation process generates ad playlists that include the ad, and the auction of managed ads. This process manages the managed advertising auction and executes the ad playlist generation process. Preferentially arrange the positions of the advertising playlist from guaranteed advertisements, and place the winning operational advertisements in the empty positions other than the positions where the guaranteed advertisements are placed. The operational advertisement auction management process is a method for generating an advertising playlist that presents advertising frame information regarding the advertising frames of the empty positions and notifies the advertising playlist generation unit of the operational advertisements that have won the bid for the empty positions when the positions of the advertising playlist are empty only with guaranteed advertisements.

Advantages of the Invention

[0009] The present invention can perform flexible advertising operations in broadcast advertisements.

Brief Description of the Drawings

[0010] [Figure 1] Figure 1 is a diagram for explaining an advertising frame. [Figure 2] Figure 2 is a diagram for explaining the outline of a system to which a broadcast system is applied. [Figure 3] Figure 3 is a diagram for explaining an advertising playlist. [Figure 4] Figure 4 is a block diagram of an advertising material management device 3. [Figure 5] Figure 5 is a diagram showing an example of an advertising material database (DB) 42. [Figure 6] Figure 6 is a block diagram of an advertising playlist generation device 4. [Figure 7] Figure 7 is a diagram showing an example of an advertising frame information database (DB) 53. [Figure 8] Figure 8 is a diagram showing an example of an advertising information database (DB) 54. [Figure 9] Figure 9 is a flowchart of an advertising playlist generation device 5. [Figure 10] Figure 10 is a diagram for explaining the generation of an advertising playlist. [Figure 11]Figure 11 is a diagram illustrating the auction in the advertising trading system 5. [Figure 12] Figure 12 is a flowchart of the advertising material dispatch operation of the advertising material management device 3. [Figure 13] Figure 13 is a schematic diagram of the broadcasting system in the second embodiment. [Figure 14] Figure 14 shows an example of an advertising material database (DB) 42 provided by the advertising material management device 3 of each broadcasting station in the second embodiment. [Figure 15] Figure 15 shows an example of the advertising slot information database (DB) 53 provided by the advertising playlist generation device 4 in the second embodiment. [Figure 16] Figure 16 shows an example of an advertising information database (DB) 54 provided by the advertising playlist generation device 4 in the second embodiment. [Figure 17] Figure 17 shows an example of an advertising playlist for each broadcasting station in the second embodiment. [Modes for carrying out the invention]

[0011] The broadcasting system and advertising playlist generation method in this embodiment will be described. In the following explanation, "broadcasting" refers to a concept that includes both television broadcasting and radio broadcasting. Furthermore, "program" refers to television broadcasts and radio broadcasts that are aired during predetermined time slots. It is a broadcast program.

[0012] First, let's explain the advertising slots in broadcast advertising. Figure 1 is a diagram illustrating the advertising slots.

[0013] An advertising slot is a designated time slot for broadcasting advertisements for products or services. At a minimum, the broadcast date and time and the broadcasting station are specified for each advertising slot. Below, advertising slots are referred to as "television." This is intended to be advertising space for commercials. However, it is not limited to this. Advertisements broadcast using advertising slots may also be radio commercials.

[0014] Each ad slot is associated with ad slot information, which is information about the ad slot itself. This is general information about advertising space, provided by advertising space providers such as broadcasters. In addition, advertising slot information includes the date and time (advertising broadcast time slot) and broadcasting station where the advertisement will be broadcast in the advertising slot. Although it is included even if not explicitly stated, other factors include the type of ad slot, the duration of the ad slot, and how it is associated with the ad slot. The name of the program (specifically, the name of the program in which the advertising slot is incorporated during or immediately before the broadcast time) This includes the advertising space fee (purchase price) and the advertising space type. Here, the advertising space type refers to its size. This information shows the relationship between the advertising slot and the program's broadcast time, specifically, "PT (Participation Pay) "Station commercial: (time set within the program broadcast time)" and "SB (Station commercial)" "Break: The time between programs," etc.

[0015] Furthermore, advertising space information may include other information besides the above, for example, broadcast area (E (Real information), broadcast period, broadcast time (time of day when advertisements are broadcast: Daypar) t) Information regarding the genre of the program associated with the advertising slot and the cast of that program, program This may include information about related events, as well as the targets described below. However, this These are merely examples and are not the only relevant pieces of information.

[0016] A single advertising slot can broadcast multiple advertisements. The order in which ads are broadcast is called the ad position. The ad position is called "PIB (position)". Also known as "in-break," for example, four 15-second ads within a single ad slot. If broadcasting is possible (position count = 4), this indicates which position the broadcast will be in.

[0017] Furthermore, each ad slot is assigned an ad slot identifier (ad slot ID) that uniquely identifies that ad slot. This ad slot ID allows us to identify a single ad slot from among many others. Cut.

[0018] Next, the broadcasting system in the first embodiment will be described. Figure 2 shows the broadcasting system. This is a diagram illustrating the general structure of the system to which it applies.

[0019] Broadcasting system 1 includes a transmission management device 2, an advertising material management device 3, and an advertising playlist generation device. The device comprises device 4.

[0020] The transmission management device 2, also called the master, follows the broadcast schedule (also called the broadcast operation schedule, etc.). It is a device that sends program materials to the transmission station.

[0021] The advertising material management device 3 is also called the CM bank. Broadcasting stations manage the advertising materials of the advertisements they will broadcast. The advertising materials are received from the advertiser and stored in the storage device of the advertising material management device 3. The advertising material management device 3 receives advertising material requests, including the advertising slot ID, from the transmission management device 2. It receives an ad slot ID and creates an ad playlist listing the ad materials to be broadcast in that ad slot. A request is made to the ad playlist generator 4. This ad playlist request is for that ad slot. The request is made immediately before the broadcast (for example, a few seconds before). The advertising material management device 3 then processes the advertisement The advertising materials listed in the advertising playlist notified by the playlist generation device 4 are read. Then, by returning the advertising material to the transmission management device 2, the advertisement is sent from the transmission management device 2. It will be broadcast.

[0022] The ad playlist generation device 4 generates an ad playlist for the ad slot with the ad slot ID. It is a placement. An ad playlist is associated with an ad slot ID and is the ad that is broadcast in that ad slot. Advertisement material identification information (advertisement material ID) that identifies the material, the position of the advertisement, and its size This is a list that includes the length information of the advertising material. Figure 3 is a diagram to explain the advertising playlist. Yes. Figure 3 shows an example of an ad playlist with 4 positions, The length information and advertising material ID are listed in order. The advertising playlist generator 4 generates the advertising playlist. The ad material management device 3 receives an ad playlist request and lists the ads to be broadcast in that ad slot. A formatted ad playlist is generated and sent to the ad material management device 3.

[0023] Here, the advertising playlist generation device 4 manages the advertising to generate the ad playlist. There are two main types of advertising: guaranteed advertising and performance-based advertising. Guaranteed advertising is a reservation-based advertising. Also known as guaranteed advertising, this type of advertising guarantees both the advertising period and the number of times it is advertised. There are two types: position-specific and impression-guaranteed. Position-specific is broadcasting This is a form of advertising where the ad space and its position are specified. Impression-guaranteed advertising is... Without specifying ad slots or positions, the number of ad impressions within a given period is... This is a form of guarantee. On the other hand, programmatic advertising does not require specifying ad slots or positions, This type of advertising involves determining the advertising space through a bidding process, based on the advertiser's budget and desired conditions.

[0024] The ad playlist generator 4 writes to the ad playlist of the ad slot with the ad slot ID. The advertisements to be broadcast will be selected preferentially from guaranteed advertisements. For example, the ad slots and their positioning First, select a position-specific ad that has a specified number. If you have a position, choose an appropriate impression-guaranteed ad. If fixed-rate ads alone cannot fill the positions, then performance-based advertising should be chosen for those vacant positions. Select. Here, programmatic advertising places available ad slots in an external advertising trading system 5. This advertisement was selected through a bidding process based on information provided about the advertising space. The advertising playlist generation device 4 generates an advertising playlist, and the advertising material management device Send to 4. These ad playlists are generated right up until the ad airs. The generated ad playlist is managed by the ad manager immediately before the ad airs (for example, a few seconds before). It will be returned to processing device 3.

[0025] A broadcasting system comprising a transmission management device 2, an advertising material management device 3, and an advertising playlist generation device 4. Stem 1 is typically installed within a broadcasting station to avoid delays in advertising broadcasts.

[0026] The advertising trading system 5 involves advertising space providers who offer advertising space and advertising space users who utilize advertising space. This is a system that manages transactions between users and advertisers. Advertising transactions begin with the use of advertising space. The bidder specifies the period, budget, and bid price (for example, the price per 1000 views) when submitting their bid. In addition to the above, it is also possible to specify viewer attributes, maximize or minimize ad reach, time of day, etc. On the other hand, the ad space provider will share the ad space information of the ad space whenever an vacant ad space becomes available. We will provide it. If the ad space information and the bidding conditions match, the ad for that bid will be awarded. Furthermore, The advertising materials for the advertisements to be bid on are reviewed before bidding, and the advertising material management system 3 is stored with an advertising material ID. In this embodiment, bidding and winning the bid are for the advertisement This is because the transaction takes place in a short time (a few seconds) before broadcasting, and the advertisement is broadcast immediately after the transaction is completed. Furthermore, these advertising transactions can utilize known advertising transaction systems.

[0027] Next, I will explain the main components of the device.

[0028] First, let's explain the configuration of the advertising material management device 3. Figure 4 is a block diagram of the advertising material management device 3. That is the case.

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

[0030] The advertising material request receiving unit 41 receives an advertising material request from the transmission management device 2 and the advertising playlist An ad playlist request is sent to the playlist generator 4. The ad material request includes the ad delivery time and It must include at least the ad slot ID. It may also include the ad slot length information and program information of the ad slot ID. The ad playlist request must include at least the ad slot ID of the ad material request, but not other information. It's okay to include it.

[0031] The advertising material database (DB) 42 is a database where advertising materials are stored. Figure 5 shows an example of the advertising material database (DB) 42. DB42 contains advertising material identification information (advertising material ID), advertising summary information, and advertising elements. The length and duration of the material are associated with the video data of the advertising material and stored in memory. The advertising material is These are advertising materials that have been reviewed for content that violates public order and morals before being broadcast. The summary information refers to the content of the advertising material. The duration refers to the length of the advertising material.

[0032] The advertising materials stored in the advertising material database (DB) 42 include guaranteed advertising and programmatic advertising. This includes not only the advertising materials for the advertisement but also the advertising materials for substitute advertisements. Substitute advertisements are the first substitute advertisement and the second There are two types of substitute advertisements. The first type of substitute advertisement is one in which all of the ad slot positions are guaranteed advertisements and This is an advertisement that is broadcast in vacant positions when they are not filled by regular advertisements. The second alternative advertisement is an ad playlist. If there is no ad material corresponding to the ad material ID listed, or if the ad playlist is returned... These are emergency advertisements used when other methods are unavailable. These first and second substitute advertisements are widely used. To match the length (time) of the ad slot and position, multiple substitute ads of different lengths are stored. It is being done.

[0033] The advertising material transmission unit 43 receives the advertising playlist and the advertising material is listed in the advertising playlist. The advertising material with the specified advertising material ID is read from the advertising material database (DB) 42, and the position is... The materials are sent to the transmission management device 2 in order. The advertising material transmission unit 43 is used to send the materials listed in the advertising playlist. If there is no ad material corresponding to the ad material ID, or if the ad playlist is not available within the specified time, If we are unable to receive the email, the position information (position, duration, etc.) or the ad slot information will be sent. The duration is transmitted to the substitute advertisement transmission unit 44.

[0034] When the substitute ad delivery unit 44 receives ad slot position information from the ad material delivery unit 43, , a second substitute advertisement of the same length as the one in that position, is placed in the advertising material database (D B) Read from 42 and send the substitute advertisement to the advertisement material sending unit 43. Also, for a predetermined time If you are unable to receive the ad playlist within the ad slot, a second ad of the same length will be played. The system reads the advertisement from the advertising material database (DB) 42 and sends a substitute advertisement to the advertising material sender. Send to output unit 43.

[0035] Next, we will explain the advertising playlist generation device 4. Figure 6 shows the advertising playlist generation device This is a block diagram of location 4.

[0036] The ad playlist generation device 4 includes an ad playlist request acquisition unit 51 and an ad slot real time Im information acquisition unit 52, advertising space information database (DB) 53, and advertising information database (DB) 54, advertising playlist generation unit 55, available ad slot information provision unit 56, and operational type It includes an advertising bidding management department 57.

[0037] The ad playlist request acquisition unit 51 receives an ad playlist request from the ad material management device 3. The ad slot ID included in the ad playlist request is retrieved and passed to the ad playlist generation unit 5 Send to 5.

[0038] The real-time advertising slot information acquisition unit 52 acquires the program's viewership ratings and audience demographics daily, and then acquires advertising slots. Update information database (DB) 53.

[0039] The ad space information database (DB) 53 stores information about each ad space. It is a database. Figure 7 shows an example of the advertising space information database (DB) 53. In the example in Figure 7, the ad ID is associated with the broadcast date, broadcast time slot, and number of positions for the ad slot. The length of the ad slot, the name of the program in which the ad is placed, the genre of that program, the broadcast area, and the viewership of that program. Real-time information such as viewership, audience numbers, target audience demographics, and predicted impressions are stored. Real-time information is updated by the advertising space real-time information acquisition unit 52.

[0040] The advertising information database (DB) 54 includes the terms and conditions and material specifications set by advertisers. This is a database where campaign information is stored. The advertising information database (DB) 54 is primarily The advertising information for guaranteed advertising is stored there. Figure 8 shows the advertising information database (DB) 54. This figure shows an example. In the example in Figure 8, position-based advertising and impression-guaranteed advertising are shown. The advertising information for each ad is stored. For each ad, the ad material ID, ad summary, and ad material length are recorded. The ad slot ID and position of the ad slot that specifies the ad period and broadcast, and the remaining impressions. The number, desired broadcast area, target audience, exclusion criteria for other advertisements, etc., are stored in association with each other. Yes, they are.

[0041] The ad playlist generation unit 55 uses the ad slot information database (DB) 53 and ad information database Refer to database (DB) 54 and the ad playlist for the ad slot that requested the ad playlist. Generate a story.

[0042] The method of generating an advertising playlist by the advertising playlist generation unit 55 is as follows: For designated advertising slots, the advertising space and position are determined in advance by contract, so Select with priority. Next, regarding the selection of impression-guaranteed ads, for example, specify The advertised ad slots include the program genre, broadcast area, viewership ratings, number of viewers, and main audience demographics. Real-time information such as predicted impression counts, and inventory such as the duration of available positions. Variables, including the duration of the ad campaign, remaining impressions, target audience, etc. Using a mathematical programming method that solves a set of variables, we can create the optimal impression-guaranteed ad. Select. These guaranteed ads will not fill all ad slots or ad lengths. In addition, the system notifies the vacant ad slot information provision unit 56 of the occurrence of vacant positions. According to the notification from the Bidding Management Department 57, if the programmatic advertising is decided upon as a result of the successful bid, the advertising material ID will be used. Place it in an empty position in the ad playlist.

[0043] Furthermore, the ad playlist generation unit 55 ensures that all ad slots are either guaranteed ads or managed ads. If the ad is not filled by the ad, the ad creative ID of the first substitute ad will be used to fill the empty position. Place it.

[0044] The vacant advertising space information provision unit 56 will provide advertising information for vacant positions when vacant positions become available. The information regarding the available slots is distributed to the advertising trading system 3.

[0045] The Programmatic Advertising Bidding Management Department 57 distributes the winning bids for programmatic advertising. The notification is sent to the playlist generation unit 55.

[0046] Next, the operation of the advertising playlist generation device 4 will be explained. Figure 9 shows the advertising playlist generation device Figure 4 is a flowchart, and Figure 10 is a diagram illustrating the generation of an ad playlist. .

[0047] The ad playlist request acquisition unit 51 receives an ad playlist request from the ad material management device 3. Obtain (Step 100). Obtaining this ad playlist request will broadcast the ad slot. It is a few seconds before the time (for example, 5 to 10 seconds). And it is included in the ad playlist request. The system retrieves the ad slot ID and sends it to the ad playlist generation unit 55. Let's assume the ad slot ID for the requested ad playlist is "CM100".

[0048] The ad playlist generation unit 55 generates ad slot information corresponding to the ad slot ID in the ad slot information data. Retrieved from base (DB) 53 (Step 101), advertising information is stored in the advertising information database. (DB)54 is retrieved (Step 102). Here, the ad slot information is shown in Figure 7. The advertising information is as shown in Figure 8.

[0049] The ad playlist generation unit 55 specifies the ad slot corresponding to the ad slot ID. Place the standard advertisement in its designated position (Step 103). Ad space I in this example Advertisements specifying D"CM100" are, according to the advertising information in Figure 8, advertisements 1 and 5. Yes. The ad material ID for ad 1 is "1001", and its designated position is "position". It is 1". The ad material ID for ad 5 is "1006", and its designated position is "Positive This is "Scenario 3". The ad playlist generation unit 55 generates ad playlists as shown in Figure 10. Place ad material ID "1001" of ad 1 in position 1 of the street, and in the ad playlist Place ad material ID "1006" of ad 5 in position 3.

[0050] The ad playlist generation unit 55 checks for available positions in the ad slots (Step 1 04) If there are no available positions in the ad playlist, positional ads will be used to spread the word. The ad playlist is completed (Step 112). Meanwhile, the ad playlist generation unit 55, If there are available ad slots, we will place the most suitable impression-guaranteed ad in those slots. Place it in an empty position (Step 105).

[0051] In this example, there is an empty position in the ad slot with ad slot ID "CM100", so Select a lesson-guaranteed ad. The ad playlist generation unit 55 already has the post Check the exclusion conditions for the classification-specific advertisement. In this example, the exclusion condition for advertisement 1 is "alcohol It is a beverage, and the exclusion condition for ad 5 is "exclusion of competitors". In other words, in the same ad slot, Advertisements for alcoholic beverages and electrical appliances cannot be broadcast. You will choose impression-guaranteed ads from the advertising options. Furthermore, ad playlists The adult section 55 refers to real-time information on ad slots and filters out impressions that do not meet the exclusion criteria. The system calculates to select the best ad from guaranteed ad selections. For example, in the example in Figure 8, Notice 2 and Advertisement 3 are advertisements that fall under the exclusion conditions and therefore cannot be used. On the other hand, Advertisement 4 This does not fall under the exclusion criteria, and the remaining impression count, broadcast area, and targeting are also factors. It satisfies conditions such as the above. Therefore, the ad playlist generation unit 55 generates impressions Ad 4 is selected as a guaranteed ad. Then, the ad playlist generation unit 55 is shown in Figure As shown in 10, ad creative ID “1004” for ad 4 is in position 2 of the ad playlist. "Place it."

[0052] The ad playlist generation unit 55 checks for available positions in the ad slots (Step 1 06) If there are no available positions in the ad playlist, positional ads will be used to spread the word. The ad playlist is completed (Step 112). Meanwhile, the ad playlist generation unit 55, If there are vacant positions in the advertising space, the vacant advertising space information provision department 56 will be notified accordingly. The advertising space information provision unit 56 generates information on available advertising space, and the advertising transaction system 5 Present to (Step 107). In this example, the advertising information for ad slot ID 1001 in Figure 7, The exclusion conditions, available positions (duration), etc., applied to ad slot ID 1001 are listed below. This information is generated as advertising space information and presented to the advertising transaction system 5.

[0053] In the advertising trading system 5, among the advertisements being bid on, those that match the information of available ad slots are selected and bids are placed. The advertisement with the highest bid will be awarded.

[0054] Figure 11 is a diagram illustrating the auction in the advertising trading system 5. The system 5 includes information on available ad slots, such as the ad slot ID, broadcast date, and broadcast time. Time slot, number of available positions, available time slots, program name, program genre, broadcast area, real-time information The report, exclusion conditions, etc. will be disclosed. On the other hand, the bidder will be required to provide bid advertisement identification information, advertisement period, and advertisement data. Please register bidding information such as the keyword, ad material ID, material length, price per view, and budget limit. The advertising trading system 5 uses "estimated views x bid price" and "budget limit" from the bidding ads. The lowest bid amount will be adopted, and exclusion conditions will be applied to the ad slot, as well as available positions (length / time). The highest bid that meets the conditions such as ) will be awarded. For example, in Figure 11, the forecast Assuming 1 million listeners, the bid for Advertisement 1 is 8 million yen, and the bid for Advertisement 2 is... The amount is 7 million yen. Therefore, bid advertisement 1 is selected as the winning bidder (accepted).

[0055] The winning bidder's advertisement, along with the advertising material ID, is immediately returned to the Programmatic Advertising Bidding Management Department 57. Furthermore, if the advertising space is not successfully bid on, the advertising trading system 5 will... The fact that no notification was received will be notified to the Programmatic Advertising Bidding Management Department 57.

[0056] The ad playlist generation unit 55 has managed ads that have been successfully bid on within the time limit, and the ad materials If an ID is provided (Step 108), as shown in Figure 10, the advertising material ID is Place in an empty position (Step 109). The ad playlist generation unit 55 generates an ad Check for available positions in the ad slot (Step 110). If there are no options, the ad playlist will be completed (Step 112).

[0057] On the other hand, the ad playlist generation unit 55 will determine if the managed ad is not successfully bid on within the time limit (St (ep 108) Place the ad creative ID of the substitute ad into an empty position (Step 11 1). In addition, the ad playlist generation unit 55 does not rely solely on the winning bids for managed ads. If there are empty positions in the illist, place the ad creative ID of the substitute ad into the empty position. (Step 111) Then complete the ad playlist (Step 112) ).

[0058] The above actions are performed until just before the airtime of the advertisement slot, for a few seconds (for example, 1 to 5 seconds). Previously, the completed ad playlist is sent to the ad material management device 3.

[0059] Next, we will explain the operation of the advertising material management device 3. Figure 12 shows the advertising material management device 3. This is a flowchart of the material delivery operation.

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

[0061] If you are unable to receive the ad playlist within the specified time after submitting the ad playlist request, In addition, a second substitute ad (emergency substitute ad) of the same length as the ad slot that requested the ad playlist. The advertisement is sent to the transmission management device 2 (Step 206).

[0062] Meanwhile, the advertising material transmission unit 43 sends advertising materials within a predetermined time after the transmission of the advertising playlist request. If the ad playlist is received, the ad creative IDs will be assigned in the order of their positions in the ad playlist. Check if the advertising material is stored in the advertising material transfer DB42 (Step 202). If the advertising material corresponding to the advertising material ID is in the advertising material DB42 (Step 203), The ad material delivery unit 43 reads the ad material associated with the ad material ID (Step 2 04) The advertising material is sent to the transmission management device 2 (Step 205).

[0063] Meanwhile, the advertising material sending unit 43 sends advertising materials corresponding to the advertising material ID to the advertising material DB 42. If none exists (Step 203), the advertising material delivery unit 43 reports to the substitute advertising delivery unit 44. The substitute ad delivery unit 44 replaces the ad material ID for which there is no ad material with the duration of the position. Select the same second substitute ad and send the ad material ID of the selected second substitute ad. The advertising material transmission unit 43 is notified (Step 207). The advertising material transmission unit 43 then receives the advertising material ID The advertising material associated with it is read (Step 204), and the advertising material is sent to the distribution management system. Send to location 2 (Step 205).

[0064] This embodiment adaptively selects and broadcasts the most suitable advertisement until immediately before it is aired. This allows for flexible management of broadcast advertising.

[0065] Furthermore, if the ad playlist is not returned, or if the ad elements listed in the ad playlist are not returned Even in unforeseen circumstances such as the absence of advertising material corresponding to the material ID, in such cases, the necessary information will be provided in advance. We are broadcasting intended substitute advertisements, so broadcasts resulting from advertisements not being broadcast are not accepted. Accidents can be prevented.

[0066] In the example above, the length of multiple advertising materials within a single ad slot is assumed to be the same. However, it is not limited to this and may be different. In this case, the ad playlist generation unit 55. Select advertisements considering the length of each advertisement.

[0067] Furthermore, in the above-described embodiment, as examples of guaranteed advertising, position-specific advertising and impression-based advertising are used. The explanation used the guaranteed type as an example. However, the ad playlist generation unit 55 is ad p When generating a list of ads, the guaranteed ads to be selected preferentially will be limited to position-specific ads only. You can also prioritize selecting only position-specific ads. And impressions For impression-guaranteed advertising, the contracted number of impressions is guaranteed by future ad slots. If possible, bids should be placed on terms favorable to the advertiser (such as advertising fees). Configure your system to prioritize performance-based advertising over impression-guaranteed advertising. That's good too.

[0068] For example, the ad playlist generation unit 55 selects a position-specific ad and then... If there are available positions, the system notifies the available ad slot information provision unit 56 of the occurrence of available positions. The advertising space information provision unit 56 sets the minimum bid price to at least the inputs that can make use of that advertising space. Set it higher than the ad rates for fee-guaranteed ads. And, ad playlist The generation unit 55, upon notification from the performance-based advertising bidding management unit 57, determines that the performance-based advertising has been decided upon due to a successful bid. In that case, place the ad material ID in an empty position in the ad playlist. If there are no ads, select an available position from impression-guaranteed ads. The layout is designed to fill in the gaps. Even with this configuration, ads are adaptively selected to be optimal. Advertisements can be broadcast.

[0069] <Second Embodiment> A second embodiment will now be described. The second embodiment generates a single ad playlist from advertisements broadcast on multiple broadcasting stations. Let's explain an example of what device 4 manages.

[0070] Currently, nationwide broadcast advertisements (internet time commercials) are distributed by the broadcasting station responsible for nationwide broadcasting (the originating station). The advertising materials sent from the advertising material management device 3 are transmitted to each broadcasting station via the nationwide network along with the main program. It is transmitted and broadcast to its broadcast area from the transmission management device 2 of each broadcasting station. This enables the broadcasting of advertisements uniformly across national television programs, including those on key stations and network stations. On the other hand, some advertisers want to broadcast ads with different content only in certain broadcast areas. There is a request for this. In such cases, the broadcasting station that has jurisdiction over that part of the broadcast area and the broadcasting station will consult in advance. Adjustments are made, and only the broadcasting station in question replaces the advertising material from its own advertising material management device 3 (same They are reading out and broadcasting (differences in advertiser materials, etc.). In other words, the same advertising as the broadcasting station (originating station). Type 1 broadcasting stations that broadcast advertisements, and Type 2 broadcasting stations that broadcast advertisements different from those of the broadcasting station (originating station) There is a transmission station and a station.

[0071] However, there is much coordination between the second type of broadcasting station, which broadcasts different advertising materials, and the original broadcasting station. This requires effort, and a second type of broadcaster that broadcasts different advertising materials only uses its own advertising slots. It must be sent from the advertising material management device 3, and complex processing is required in terms of management and operation. .

[0072] Therefore, in the second embodiment, the advertising playlist generation device 4 manages the advertising materials of each broadcasting station. Device 3 controls the advertising materials it transmits, and without prior adjustments, it controls the advertising materials of each broadcasting station. This explains an example in which the advertising material management device 3 can send out advertisements using the same material as the originating station or alternative material. I will reveal it.

[0073] Figure 13 is a schematic diagram of the broadcasting system in the second embodiment. In Figure 13, broadcasting station A (originating station) broadcasts a nationwide program, for example, a key station. Broadcasting stations B through N are responsible for broadcasting nationwide programs transmitted by broadcasting station A (the originating station). It is a broadcasting station that broadcasts to a specific area. For example, broadcasting station B broadcasts to broadcasting station N, which is a network station. Yes. The advertising materials stored in the advertising material management device 3 installed at each broadcasting station are basically This is common. Advertisements stored in the advertising material management device 3 are used only by that broadcasting station. Although such cases do occur, the advertisements are adaptively selected by the ad playlist generator 4, The ad assets associated with the ad asset ID listed in the ad playlist are managed by the ad asset management system. This is because if it is not stored in location 3, the advertisement cannot be sent immediately. However, each broadcasting station The advertising materials stored in the installed advertising material management device 3 do not all need to be the same. Some parts may differ. Figure 14 shows the advertising elements of each broadcasting station in the second embodiment. This figure shows an example of the advertising material database (DB) 42 provided by the material management device 3. Figure 14 The advertising material database (DB) 42 is different from the advertising material database (DB) 42 in Figure 5. The change is that a new ad material with ad material ID "10150" has been added. This ad material with ad material ID "1050" is used in conjunction with the ad material with ad material ID "1001". These are advertisements with the same subject but different content (e.g., different products).

[0074] Figure 15 shows the ad slot information provided by the ad playlist generation device 4 in the second embodiment. This figure shows an example of database (DB) 53. Advertising space information in the second embodiment. The difference between database (DB) 53 and the first embodiment is the advertisement slot ID. In the second embodiment, the ad slot ID indicates that it is the same ad slot broadcast on a nationally televised program. It includes common information and information that identifies each broadcasting station. For example, advertising slot ID "CM100 "CM100" in "B" indicates the same advertising slot that airs on nationally broadcast programs, and "B" represents the broadcasting station. This indicates that the ad slot ID "CM100B" will be broadcast from broadcasting station B during a nationwide broadcast program. This indicates advertising space.

[0075] Figure 16 shows the advertising information data provided by the advertising playlist generation device 4 in the second embodiment. This figure shows an example of a database (DB) 54. Advertising information data in the second embodiment The difference between the Tababase (DB) 54 and the first embodiment is that for one advertisement, To allow for the selection of different advertising materials for each broadcast area, the advertising material field includes the broadcaster and the advertising The relationship with the material ID is described. In the example in Figure 16, for advertisement 1, the broadcast is from broadcasting station B. The material has advertising material ID "1050", and the advertising materials from other broadcasting stations have advertising material ID " This indicates that it is "1001".

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

[0077] A program broadcast nationwide is transmitted from the originating broadcasting station A to the transmission management device 2 of broadcasting station BN, The program will be broadcast in each broadcast area. Immediately before the program's advertising time slot (for example, a few seconds before). Then, from the advertising material management device 3 of each broadcasting station AN, the advertising playlist generation device 4 List requests are sent. Advertisements are sent from each broadcasting station AN's advertising material management device 3. The ad slot IDs included in the Raylist request are "CM100A" - "CM100N".

[0078] The advertising playlist generation device 4, upon receiving an advertising playlist request, is in the first embodiment and Similarly, the advertising space information database (DB) 53 and the advertising information database (DB) 54 This example references and generates an ad playlist for the requested ad slot. The ad slot ID included in the ad playlist request received by the ad playlist generation device 4 is “ These are CM100A"-"CM100N". These advertising slots are within the same advertising broadcast time slot. However, referring to the advertising information database (DB), the advertising slot for “CM100B” (broadcasting station B ) has different advertising materials. The advertising playlist generation unit 55 of the advertising playlist generation device 4 is Taking this into consideration, when listing ad material ID for ad 1 in the ad playlist, Position 1 of the ad playlist contains ad material ID “1050”, which is broadcast material for broadcasting station B. The ad playlist for other broadcasters will have ad material in position 1. Enter material ID "1001". The ad playlists for each broadcasting station generated in this way... The structure is shown in Figure 17. The ad playlist generation device 4 then generates the ad playlist The strike is transmitted to the advertising material management device 3 of each broadcasting station.

[0079] Each broadcasting station's advertising material management device 3 processes advertising materials based on the received advertising playlist. Send to transmission management device 2.

[0080] With this structure, even for advertisements on nationally broadcast programs, each broadcasting station will broadcast the same advertisement at the same time. Different advertisements can be broadcast in the ad slots between programs.

[0081] Furthermore, ad playlists can be created right up until the ad is broadcast, so a certain broadcasting station's broadcast area We would like to advertise in area A, but if there is an opportunity in other areas, we would like to broadcast the advertisement on other broadcasting stations. This will give them a chance to broadcast in other broadcast areas as well.

[0082] Furthermore, broadcast advertisements are generally in video format, and the data for advertising materials is large. Therefore, considering the transmission time, the transmission management device 2 and the advertising material management device 3 are located within the broadcasting station. It is common for them to be established. On the other hand, ad playlists are data such as text data. The quantity is small, and transmission delay is minimal. In the second embodiment, the transmission management device The 2 and advertising material management device 3 are installed in each broadcasting station to minimize delays in the transmission of advertising materials. The advertising playlist generation device 4 sends the advertising playlist to the advertising material management device 3 of each broadcasting station. Because it is configured to transmit, each broadcasting station can transmit to advertisers, etc. without increasing the transmission burden. We can broadcast advertisements that meet the client's needs.

[0083] Furthermore, in the second embodiment described above, advertising identification information is used to identify advertising slots within the same broadcast time slot. Each broadcasting station assigned a unique identifier, but it was the same as the broadcasting station (originating station) that broadcasts nationally broadcast programs. There are two types of broadcasting stations: Type 1 broadcasting stations that air advertisements, and Type 2 broadcasting stations that air advertisements different from those of the broadcasting station (originating station). The broadcasting station may be given an identifiable identifier.

[0084] Furthermore, each part of the advertising material management device 3 and the advertising playlist generation device 4 is programmed This can also be configured by a computer that performs this processing.

[0085] Although the present invention has been described above with reference to preferred embodiments, all embodiments may be provided It is not necessary to do so, and the invention can be implemented in combination as appropriate, and the present invention does not necessarily have to be as described above. This is not limited to the embodiments, and can be modified in various ways within the scope of the technical concept. It is possible to do so. [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 Distribution Unit 44 Substitute advertising distribution unit 51 Ad Playlist Request Acquisition Unit 52 Real-time information acquisition unit for advertising space 53. Advertising space information database (DB) 54. Advertising Information Database (DB) 55. Ad Playlist Generation Section 56. Information on available advertising space 57. Programmatic Advertising Bidding Management Department

Claims

1. Advertisement materials stored in association with the advertising materials of multiple advertisements and their respective identifiers. Management device and This ad program generates an ad playlist for ad slots during ad broadcast time when multiple ads can be aired. Raylist generation device, Equipped with, The aforementioned advertising playlist generation device is A designated time before the advertising broadcast time, the advertising space identification information for the advertising broadcast time will be used to display an advertisement. An ad playlist request that requests an ad playlist of ad slots that include ad slot identification information is the same as above. The acquisition unit acquires information from the advertising material management device, In response to the ad playlist request, the ad included in the ad playlist request The advertising material identification information of the advertisement to be broadcast in the advertising slot, and the broadcast order of that advertisement. Generate an ad playlist that includes a certain position and transmit it to the ad material management device. Ad playlist generation unit, The Programmatic Advertising Auction Management Department manages the auctions for programmatic advertising, Equipped with, The aforementioned ad playlist generation unit determines the position of the ad playlist from guaranteed ads. Prioritizing placement, the winning bidder will place the winning bid in any available position other than the one where the guaranteed advertisement is placed. Place the programmatically designed ads, The aforementioned operational advertising auction management department determines that the position of the advertising playlist is a guaranteed advertising If an ad slot becomes vacant due to the ad advertisement alone, the ad slot for the vacant ad slot will be the ad slot for the vacant ad slot. The programmatically managed advertisement that successfully bids for the aforementioned vacant position is used to generate the ad playlist. Notify the department. Broadcasting system.

2. The aforementioned guaranteed advertisement is a position-specified advertisement that specifies the position of the ad space, and for a predetermined period This includes impression-guaranteed ads that guarantee a certain number of impressions, The broadcasting system according to claim 1.

3. The aforementioned advertising slot information includes the broadcast time slot, program, and broadcast availability for the vacant advertising slot. This includes length information of advertising materials, and viewer information regarding the viewers of the aforementioned program. The broadcasting system according to claim 1 or claim 2.

4. The advertising material management device acquires the advertising playlist, and the acquired advertising playlist The advertising materials associated with the advertising identifier listed are sent in order of position. The broadcasting system according to claim 3.

5. The advertising material management device identifies the advertising material of the first substitute advertisement and the substitute advertising material. The advertising material identification information is stored in association with the following: If there are no advertisements to place in the empty positions, the ad playlist generation unit will... Place the first substitute advertisement in the vacant position. The playlist generation system according to claim 4.

6. The advertising material management device identifies the advertising material of the second substitute advertisement and the substitute advertising material. The advertising material identification information is stored in association with the following: The advertising material management device associates the advertising identification information listed in the acquired playlist. If no advertising material is available, the advertising material for the second substitute advertisement will be sent instead. To release, The playlist generation system according to claim 5.

7. Each broadcasting station is equipped with the aforementioned advertising material management device. One advertising playlist generation device receives advertising materials from the advertising material management device of any broadcasting station. Retrieve playlist requests and create ad playlists corresponding to the retrieved ad playlist requests. This is sent to the ad material management device that sent the ad playlist request. The playlist generation system according to claim 6.

8. The advertising playlist generation device generates advertising slot identification information for advertising slots within the same broadcast time slot. It is possible to identify whether it is an advertising slot of one of the broadcasting stations that broadcasts the group, The aforementioned advertising playlist generating device generates advertising corresponding to the advertising slot identification information of the first type of broadcasting station. The advertising materials listed in the playlist and the advertising slot identification information for the second type of broadcasting station are linked. The advertising materials listed in the ad playlist are partially different from those in the ad playlist. to accomplish, The playlist generation system according to claim 7.

9. This ad program generates an ad playlist for ad slots during ad broadcast time when multiple ads can be aired. A raylist generator, A designated time before the advertising broadcast time, the advertising space identification information for the advertising broadcast time will be used to display an advertisement. Retrieve an ad playlist request that requests an ad playlist for an ad slot that includes ad slot identification information. The acquisition unit, In response to the ad playlist request, the ad included in the ad playlist request The advertising material identification information of the advertisement to be broadcast in the advertising slot, and the broadcast order of that advertisement. An ad playlist generation unit that generates an ad playlist that includes a certain position, The Programmatic Advertising Auction Management Department manages the auctions for programmatic advertising, Equipped with, The aforementioned ad playlist generation unit determines the position of the ad playlist from guaranteed ads. Prioritizing placement, the winning bidder will place the winning bid in any available position other than the one where the guaranteed advertisement is placed. Place the programmatically designed ads, The aforementioned operational advertising auction management department determines that the position of the advertising playlist is a guaranteed advertising If an ad slot becomes vacant due to the ad advertisement alone, the ad slot for the vacant ad slot will be the ad slot for the vacant ad slot. The programmatically managed advertisement that successfully bids for the aforementioned vacant position is used to generate the ad playlist. Notify the department. An advertising playlist generator.

10. This ad program generates an ad playlist for ad slots during ad broadcast time when multiple ads can be aired. A method for generating a raylist, Computers are A designated time before the advertising broadcast time, the advertising space identification information for the advertising broadcast time will be used to display an advertisement. Retrieve an ad playlist request that requests an ad playlist for an ad slot that includes ad slot identification information. The acquisition process, In response to the ad playlist request, the ad included in the ad playlist request The advertising material identification information of the advertisement to be broadcast in the advertising slot, and the broadcast order of that advertisement. An ad playlist generation process that generates an ad playlist containing a certain position, The managed advertising auction management process manages the auction for managed advertising, Execute, The aforementioned ad playlist generation process determines the position of the ad playlist for guaranteed ads or Prioritizing placement, the guaranteed advertisement will be placed in any available position other than the one where it was placed. Place the specified performance-based advertisements, The aforementioned managed ad auction management process ensures that the position of the ad playlist is guaranteed. If there are vacant positions due to advertising alone, then the advertisements for the ad slots in those vacant positions will be... The system presents the slot information and the programmatically managed advertisement that successfully bids for the aforementioned vacant position is placed in the ad playlist. Notify the adult department. How to generate an ad playlist.

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