Advertisement display distribution system and advertisement display distribution method

Abstract

In order to display advertisements according to attributes of users who meet conditions, except for users who are using services that involve gazing at a terminal screen, and thereby increase the advertisement viewing rate of users and improve the effectiveness of advertisements, this advertisement display distribution system is provided with a wireless communication device that provides wireless communication to passengers in a public vehicle, and an advertisement control device that controls the distribution of displays of advertisements in accordance with acquired terminal data, wherein the advertisement control device: acquires terminal identification information or wireless user ID information of terminals connected to the wireless communication device, and service-in-use information indicating the content of the services being used by the terminals; statistically processes each acquired set of information to create user attribute information and service attribute information; and identifies the users of the terminal data from the terminal identification information or wireless user ID information, and issues a command for distributing displays of advertisements targeting the users, using the service-in-use information, the user attribute information, and service definition information, wherein the users who are using services that involve gazing at a terminal screen are excluded from the advertisement provision targets.

Description

[Technical Field]

[0001] The present invention relates to an advertisement display distribution system and an advertisement display distribution method for a public vehicle. [Background technology]

[0002] As an example of a conventional technology for displaying advertising content on trains, Patent Document 1 states that "According to the in-train image providing system according to embodiment 3, the system receives the desired station section for advertising, passenger demographics, and advertising time slots based on the above-mentioned customer attraction data, and determines the advertisements to be displayed on each train. Therefore, each advertising company can improve the effectiveness of its advertising by realizing advertisements that are tailored to the passenger demographics, and can increase sales of its own products and services. Furthermore, passengers will have fewer opportunities to be forced to view advertisements that they are not particularly interested in, and will be able to view a large number of advertisements that better suit their preferences even when the ride is short, such as on a commuter train." (Patent Document 1, paragraph

[0066] ) [Prior art documents] [Patent documents]

[0003] [Patent Document 1] Japanese Patent Application Laid-Open No. 2005-346724 Summary of the Invention [Problem to be solved by the invention]

[0004] Patent Document 1 describes a method for determining advertisements to be displayed on each train based on passenger attraction data, but with the recent spread of smartphones, it is estimated that the number of public vehicle users who view advertisements is on the decline. Therefore, even if advertisements are displayed based solely on user attributes based on passenger attraction data, as with the technology described in Patent Document 1, the possibility cannot be denied that they may not be recognized.

[0005] Therefore, the present invention aims to increase user recognition and further improve advertising effectiveness by providing technology that displays advertisements according to the attributes of public vehicle users who meet certain conditions, after excluding users who currently use services that require them to stare at the screen on a smartphone or other device (users who are unlikely to view advertisements).

[0006] For example, among users A to F of a public vehicle, if users A and B are connected to a wireless communication device but are not doing anything, user C is updating software, user D is using a music service, user E is playing a game, and user F is watching a video, displaying advertisements aimed at users E and F would be ineffective, so the effectiveness of the advertisements can be improved by displaying advertisements to the group of users A to D excluding users E and F. [Means for solving the problem]

[0007] In order to solve the above problems, one representative advertising display and delivery system of the present invention comprises a wireless communication device that provides wireless communication to passengers in public vehicles, and an advertising control device that controls the display and delivery of advertisements in accordance with terminal data acquired from the wireless communication device. The advertising control device has an acquisition unit that acquires, as terminal data, terminal identification information or wireless user ID information of the terminal connected to the wireless communication device and used service information indicating the content of the service being used on the terminal, a processing unit that statistically processes the information acquired by the acquisition unit and creates user attribute information and service attribute information, and a command unit that identifies the user of the terminal data among the passengers from the terminal identification information or wireless user ID information, and issues a command to display and deliver advertisements targeted to the user using the used service information, user attribute information, and service attribute information. The command unit excludes users who are using a service and are gazing at the terminal screen from the targets of the advertisements to be displayed and delivered. [Effects of the Invention]

[0008] According to the present invention, by excluding users who currently use services that require them to focus on the screen of a smartphone or other device (users who are unlikely to view advertisements), and then displaying advertisements that meet the conditions according to the attributes of public vehicle users, it is possible to deliver optimal advertisements to user groups who are likely to view advertisements. This makes it possible to increase advertisement recognition rates among users and further improve advertising effectiveness.

[0009] In addition, public transportation operators, including railway operators, can expect to acquire new advertising sponsors by offering an alternative to the conventional signage advertising space products that require designated purchase of space, by using this invention to offer cheaper signage advertising space products (i.e., advertising is shown less frequently but with a higher target recognition rate). Problems, configurations, and effects other than those described above will become apparent from the following description of the preferred embodiment of the invention. [Brief explanation of the drawings]

[0010] [Figure 1] 1 is a diagram showing an overview of an advertisement display distribution service according to the present invention. [Figure 2] 1 is a diagram showing a configuration of an advertisement display delivery system common to each embodiment of the present invention. [Figure 3] FIG. 10 is a diagram illustrating an example of user attribute information data. [Figure 4] FIG. 10 is a diagram illustrating an example of creating a correlation matrix. [Figure 5] FIG. 10 is a diagram illustrating an example of application of a correlation matrix to narrow down users. [Figure 6] FIG. 10 is a diagram showing an example of an encryption method for ID information that makes it difficult to identify an individual. DETAILED DESCRIPTION OF THE INVENTION

[0011] Hereinafter, with reference to the drawings, embodiments 1 to 4 will be described as modes for carrying out the present invention. Note that the present invention is not limited to these embodiments. In addition, in the drawings, the same parts are denoted by the same reference numerals. [Example]

[0012] FIG. 1 is a diagram showing an outline of an advertisement display distribution service according to the present invention. In railway vehicles, users can access desired information (content, etc.) from the Internet via wireless communication devices installed on the railway vehicles and use the information on their own devices (smartphones, etc.). At the same time, advertisements and other content are provided to passengers via display devices installed on the railway vehicles. In Fig. 1, the vehicles providing the advertisement display distribution service are assumed to be railway vehicles, but they are not limited to railway vehicles as long as they are public vehicles. For example, they include monorails, vehicles using third rail, and public buses.

[0013] FIG. 2 is a diagram showing the configuration of an advertisement display delivery system common to each embodiment of the present invention. The advertisement display distribution system according to each embodiment of the present invention is composed of a wireless communication device 2 that provides wireless communication to passengers inside a railway vehicle, and an advertisement control device 1 that displays or distributes advertisements according to wireless terminal data acquired from the wireless communication device 2. The advertisement control device 1 includes an acquisition unit 11, a processing unit 12, a command unit 13, a distribution unit 14, and a display unit 15.

[0014] The acquisition unit 11 acquires in real time the terminal identification information of the user terminal 3 connected to the wireless communication device 2 or the user ID information of the wireless user, and the service information being used, which is information on the content of the service being used by the user terminal 3 (for example, URL information of the connection destination).

[0015] The processing unit 12 acquires the real-time information acquired by the acquisition unit 11 under conditions that do not interfere with train operations. Next, the processing unit 12 processes the acquired information as statistical information, stores it in a database as service information used by the user, and also creates user attribute information.

[0016] Here, the advertising control device 1 and wireless communication device that make up the advertising display distribution system are mounted on a railway vehicle, but among the constituent elements that make up the advertising control device, the acquisition unit, processing unit, and command unit do not necessarily have to be provided on the railway vehicle itself, and at least one of the acquisition unit, processing unit, and command unit may be provided on the ground, such as at a station or command center.

[0017] Fig. 3 is a diagram showing an example of user attribute information data. The example shown in Fig. 3 shows the proportions at which users A to F use various services (services V to Z), music services, and software update services.

[0018] Furthermore, if the database does not contain data corresponding to the URL information of the connection destination included in the service information, the processing unit 12 registers the data in the database as new service definition information. Here, the service definition information is information that defines, based on the URL information of the connection destination included in the service information used, which attribute of the advertisement the service has, whether the connection destination corresponds to the service that the user is looking at on the terminal screen, etc.

[0019] When there is no disruption to train operations, the operator determines which advertising attributes the newly registered service definition information has, whether it is a service that requires attention to the screen, etc., and sets and updates the definition in the database appropriately. In addition, the processing unit 12 creates a service definition information list required by the command unit 13 using the service definition information registered in the database.

[0020] The user attribute information and the service definition information list are taken in from the processing unit 12 to the command unit 13 when there is no disruption to the operation of the train. The command unit 13 identifies the user on board based on the terminal identification information or wireless user ID information acquired by the acquisition unit 11 in real time.

[0021] Hereinafter, as an example, it is assumed that users A to F are on board as users determined by the command unit 13. The command unit 13 creates a correlation matrix of the users A to F based on the service usage ratio of the users included in the user attribute information of each of the users A to F.

[0022] Fig. 4 is a diagram showing an example of a correlation matrix, which shows the correlation, expressed as a percentage, of how similar the services used by each of users A to F are among users A to F.

[0023] In the example shown in Figure 4, it can be seen that there is a high correlation between users A, E, and F. Therefore, when attempting to provide advertisements to A, E, and F, it can be seen from the user attribute information shown in Figure 3 that service V is frequently used. Therefore, it is possible that advertising related to service V will be cost-effective (general targeted advertising).

[0024] Furthermore, in this user group, service W is used by users E and F, but user A does not use service W, so advertising targeted at user A may be more cost-effective (typical recommendation advertising). Furthermore, the command unit 13 uses the service information and service definition information list of the users A to F to determine whether or not the users A to F are currently using a service that requires them to gaze at the terminal screen.

[0025] Here, if the destination URL information included in the user's service information is information included in the service definition information list, and the service definition information is a service that requires attention to the terminal screen, the command unit 13 excludes the user from the users to whom advertising is targeted.

[0026] If the connection URL information included in the user's service information is not included in the service definition information list, or if it is included in the service definition information list but the service definition information is not the type of service that requires the user to focus on the screen, the user will be included in the users targeted for advertising.

[0027] As an example, we will explain the case where users A, B, and C are using a software update service, user D is using a music service, user E is using a game (a service that requires users to stare at the device screen), and user F is using a video viewing service (a service that requires users to stare at the device screen).

[0028] Users E and F use services that require them to stare at their device screens, so they are excluded from the users targeted for advertising. Therefore, the correlation matrix used for users A to D is applied. Figure 5 shows an example of how the correlation matrix is ​​applied when narrowing down the users.

[0029] 5, it can be seen that among users A to D, users C and D have a high correlation. Therefore, the command unit 13 determines the advertisements to be provided to users C and D. First, providing advertisements related to service Y based on information about the services used by users C and D may be more effective (targeted advertisements). On the other hand, for service X, user D is using it but user C is not, so displaying an advertisement for it may be more effective (recommended advertising).

[0030] The command unit 13 issues an advertisement control command to the distribution unit 14 or the display unit 15 for advertisements that are expected to be highly effective (services X and Y in the above example).

[0031] The display unit 15 displays advertisements in accordance with the advertisement control command from the command unit 13 . The distribution unit 14 distributes the advertisement data to the display unit 15 when the display unit 15 does not hold the target advertisement data or when a display device (not shown) is provided separately from the advertisement control device 1. Here, when the display unit 15 holds the target advertisement data, the distribution unit 14 can be omitted. [Example]

[0032] The advertisement display distribution system according to the second embodiment of the present invention processes the user information in the first embodiment so as to be anonymous from the viewpoint of protecting personal information. For example, since terminal identification information or wireless user ID information is personal identification information, it is encrypted and converted into ID information that cannot easily identify the individual user before being stored. In addition, at this time, the encrypted ID information may be stored linked to the service information used.

[0033] FIG. 6 is a diagram showing an example of a method for encrypting ID information so that an individual cannot be easily identified. To prevent personal information from being easily identified, the operator combines source information (user ID or terminal identification information) that can identify the user's source of connection with the operator's private key, and then multiplies it by a one-way hash function to create ID information that cannot easily identify the user. In addition, the combination of ID information that cannot easily identify individual users and information on the services used is stored or statistically processed. [Example]

[0034] The advertisement display distribution system according to the third embodiment of the present invention is such that the terminal identification information or wireless user ID information and the service usage information acquired by the acquisition unit 11 in the first embodiment can be output to an external memory device and stored therein.

[0035] The information stored in the external memory device is taken into the processing unit 12 by the operator in charge inserting and removing the memory device and copying the data when there is no disruption to train operations.

[0036] If an external memory device cannot be used due to the train structure or operational reasons, dedicated data reading software may be used to import the data from the acquisition unit 11 to the processing unit 12 via the train network.

[0037] Regarding updating of user attribute information and service definition information in the database in the processing unit 12, there is little need to perform this in real time on the train, so the processing unit 12 may be installed on the ground as long as it does not cause any particular inconvenience to train operations. [Example]

[0038] The advertising display distribution system according to Example 4 of the present invention realizes that, in Example 1, at least one of the acquisition unit 11, processing unit 12, and command unit 13 constituting the advertising control device 1 is not mounted on the vehicle, but is provided as a ground-side device as much as possible.

[0039] Commands from the ground to the distribution unit 14 or display unit 15 on the train are sent via the network from the wireless communication device 2 or a train radio device (not shown) used for purposes other than passenger services. Advertising data required by the distribution unit 14 or display unit 15 may also be obtained via the network, provided that this does not interfere with train operation.

[0040] This allows for centralized management of advertisement display control for multiple trains by installing the main components of the advertising control device 1 on the ground. In addition, by reducing the number of devices installed on trains, it is expected that the manufacturing costs of trains will be reduced.

[0041] Although the above second to fourth embodiments have been explained based on the first embodiment, they may be implemented in combination with each other.

[0042] Although the first to fourth embodiments of the present invention have been described above, the present invention is not limited to the above-described first to fourth embodiments, and various modifications are possible within the scope of the present invention. [Explanation of symbols]

[0043] 1...Advertisement control device, 2...Wireless communication device, 3...User terminal, 11...Acquisition unit, 12...Processing unit, 13...Command unit, 14...Distribution unit, 15...Display unit

Claims

1. a wireless communication device for providing wireless communication to passengers in a public vehicle; an advertisement control device that controls display and distribution of advertisements in accordance with terminal data acquired from the wireless communication device; Equipped with The advertisement control device includes: an acquisition unit that acquires, as the terminal data, terminal identification information or wireless user ID information of a terminal connected to the wireless communication device and used service information indicating the content of a service currently being used by the terminal; a processing unit that statistically processes the information acquired by the acquisition unit and creates user attribute information and service definition information; a command unit that identifies a user of the terminal data among the passengers based on the terminal identification information or the wireless user ID information, and issues a command to display and distribute advertisements targeted at the user using the service information, the user attribute information, and the service definition information; and The command unit excludes users who are using a service and who are gazing at the terminal screen from targets to which the advertisement to be displayed and delivered is to be provided. An advertisement display delivery system characterized by the above.

2. The advertisement display distribution system according to claim 1, The advertisement control device includes: The device further includes at least one of a display unit that displays an advertisement in accordance with the instruction and a distribution unit that distributes the advertisement. An advertisement display delivery system characterized by the above.

3. 3. The advertisement display distribution system according to claim 1, The advertisement control device encrypts the terminal identification information or the wireless user ID information to convert it into ID information that cannot identify the individual user. An advertisement display delivery system characterized by the above.

4. 3. The advertisement display distribution system according to claim 1, The advertisement control device outputs the terminal identification information or the wireless user ID information and the service information to an external memory device for storage. An advertisement display delivery system characterized by the above.

5. 3. The advertisement display distribution system according to claim 1, At least one of the acquisition unit, the processing unit, and the command unit is installed on the ground. An advertisement display delivery system characterized by the above.

6. 3. The advertisement display distribution system according to claim 1, The command unit determines whether or not a service that requires the user to gaze at the terminal screen is being used based on the service information. An advertisement display delivery system characterized by the above.

7. 3. The advertisement display distribution system according to claim 1, The command unit determines the type of advertisement to be displayed and distributed using a correlation matrix between the users created based on the user attribute information. An advertisement display delivery system characterized by the above.

8. A public vehicle equipped with the advertisement display distribution system according to claim 1 or 2.

9. An advertisement display and distribution method for displaying and distributing advertisements in accordance with terminal data acquired from a wireless communication device that provides wireless communication to passengers in a public vehicle, comprising: As the terminal data, terminal identification information or wireless user ID information of a terminal connected to the wireless communication device and used service information indicating the content of a service currently being used at the terminal are acquired; Statistically process the acquired information to create user attribute information and service definition information; Identifying the user of the terminal data among the passengers from the terminal identification information or the wireless user ID information; outputting a command to display and deliver an advertisement targeted at the user using the service information, the user attribute information, and the service definition information; Excluding users who are using a service that focuses on the terminal screen from the targets of the advertisements to be displayed and delivered. An advertisement display delivery method characterized by the above.

10. The advertisement display delivery method according to claim 9, The terminal identification information or the wireless user ID information is encrypted and converted into ID information that cannot identify the individual user. An advertisement display delivery method characterized by the above.

11. The advertisement display delivery method according to claim 9 or 10, Based on the service information, it is determined whether or not a service requiring attention to the terminal screen is being used. An advertisement display delivery method characterized by the above.

12. The advertisement display delivery method according to claim 9 or 10, The type of advertisement to be displayed and distributed is determined using a correlation matrix between the users created based on the user attribute information. An advertisement display delivery method characterized by the above.

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