JP2009276377A - Advertisement providing method, advertisement providing device and advertisement providing program - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide a method of displaying an advertisement in time to consumption time of commodity. <P>SOLUTION: A consumption days table in which the number of days for consumption is associated with the commodity and family formation is stored in a storage part 25, and a calculating part 23 calculates a scheduled date of consumption for the commodity with reference to the number of consumption days table. Thus, a distribution part 24 can distribute an advertisement in time to a scheduled data of user's consumption. The advertisement is distributed seven days before the scheduled date of consumption, whereby effective advertisement can be distributed according to recency theory. An updating part 22 updates the consumption days table using a purchase history of the user. Thus, the accuracy of a calculated scheduled date of consumption can be improved. <P>COPYRIGHT: (C)2010,JPO&INPIT

Description

  The present invention relates to a technique for distributing an advertisement at an effective time.

  Advertisements broadcast on television, radio, newspapers, etc. have no advertising effect on users who are not interested in the product, and have no meaning at all. These are media distributed to an unspecified number of users, and are low in flexibility to match the user's interest.

On the other hand, with the widespread use of information terminals such as personal computers and mobile phones, it is possible to display information specific to individual users on information terminals. A technique for using such an information terminal to present an advertisement in accordance with the user's interest is known (see Patent Documents 1-4). For example, when a product is purchased using a web browser, there is a technique for presenting another product related to the product or another product purchased by the user from the purchase history of another user who purchased the product. is there. This utilizes the feature that it is close to the user who purchased the same product.
JP 2003-248688 A JP 2002-342640 A JP 2004-185591 A JP 2004-295240 A

  By the way, in the advertising industry, the recency theory introduced by John Philip Jones in his book “When Ads Work” in 1995 is known. This demonstrates that if a consumer touches an advertisement a week before purchase, the selection rate of the advertisement's product increases.

  However, in the conventional technology, it is possible to display an advertisement that matches the user's interest, but it has not been possible to display the advertisement in consideration of the user's scheduled purchase time.

  This invention is made | formed in view of the above, The place made into the subject exists in displaying an advertisement according to the consumption time of goods.

  The advertisement providing method according to the first aspect of the present invention is an advertisement providing method for providing an advertisement to a terminal, based on the step of acquiring the purchase date and purchaser information of the product, and the purchase date and purchaser information. The method includes a step of calculating a planned consumption date of the product, and a step of providing an advertisement related to the product to a terminal used by the purchaser on a date before the planned consumption date.

  In the present invention, an effective advertisement can be provided by obtaining a purchase date of a product, calculating a scheduled consumption date, and providing an advertisement related to the product on a date before the scheduled consumption date. It becomes possible. It is effective to provide an advertisement 7 days before the scheduled consumption date.

  In the above advertisement providing method, the calculating step reads out the consumption days associated with the same product as the product and the same family structure as the purchaser from the storage means which stores the product, the family structure and the consumption day in association with each other, and purchases the product. The planned consumption date is calculated by adding the number of consumption days to the day.

  In the present invention, it is possible to calculate the number of days consumed using the purchaser's family structure by associating the product, the family structure, and the number of days consumed with the storage means.

  In the advertisement providing method, the calculating step accumulates the family structure and the number of days consumed associated with the same product as the product when the number of days consumed associated with the same family structure as the purchaser is not stored in the storage means. It is read out from the means, a relational expression using the family structure as a parameter is generated, and the number of days consumed by the purchaser is calculated.

  In the present invention, even if the purchased product and the number of consumption days related to the same family structure as the purchaser are not stored in the storage means, another family structure and the number of consumption days associated with the product are used. By generating a relational expression using the family structure as a parameter, it is possible to calculate the number of days consumed by the purchaser.

  The advertisement providing method includes the step of updating the number of days consumed stored in the storage unit based on the purchase date interval.

  In the present invention, it is possible to improve the accuracy of the calculated scheduled consumption date by updating the number of consumption days stored in the storage unit based on the purchase date interval of a certain purchaser.

  An advertisement providing apparatus according to the second aspect of the present invention is an advertisement providing apparatus that provides an advertisement to a terminal, and is based on acquisition means for acquiring a product purchase date and purchaser information, and the purchase date and purchaser information. And calculating means for calculating a planned consumption date of the product, and providing means for providing an advertisement related to the product to a terminal used by the purchaser on a date before the planned consumption date.

  The advertisement providing apparatus includes a storage unit that stores the product, the family structure, and the number of days consumed in association with each other, and the calculation unit stores the same product as the product and the number of days consumed associated with the same family structure as the purchaser. The consumption date is calculated by reading from the means and adding the number of consumption days to the purchase date.

  In the advertisement providing apparatus, the calculation means stores the consumption days and family structure associated with the same product as the product when the consumption days associated with the same family structure as the purchaser are not stored in the storage means. And generating a relational expression using the family structure as a parameter, and calculating the number of days consumed by the purchaser.

  The advertisement providing apparatus includes an updating unit that updates the number of days consumed stored in the storage unit based on a purchase date interval.

  An advertisement providing program according to a third aspect of the present invention causes a computer to execute each step in the advertisement providing method.

  ADVANTAGE OF THE INVENTION According to this invention, an advertisement can be displayed according to the consumption time of goods.

  Hereinafter, embodiments of the present invention will be described with reference to the drawings. FIG. 1 is a block diagram showing a configuration of an advertisement distribution system in the present embodiment. The advertisement distribution system 1 shown in FIG. 1 includes a management server 2, an advertisement distribution server 3, and an information terminal 4. The management server 2 receives from the retail store 5 a purchase history related to the product purchased by the user and user information for identifying the user, and calculates a scheduled consumption date for the user to consume the product. And if it becomes seven days before a scheduled consumption date, the management server 2 will receive the advertisement relevant to the goods from the advertisement distribution server 3, and will distribute to the information terminal 4 which a user owns.

  In the retail store 5, a dedicated point card is often used, and user information can be acquired using this point card. Further, the user information and purchase history may be transmitted from the retail store 5 to the management server 2 by placing a tag reader in the user's home, reading the tag attached to the product with the tag reader, and transmitting the tag from the user home. Good. For example, when a tag reader is placed on a table in a kitchen, the user places a product on the table, the product tag is read, and a purchase history is transmitted to the management server 2.

  As the information terminal 4 that receives and displays advertisements, a door phone at a user's house, a personal computer, a mobile phone, or the like can be used.

  FIG. 2 is a block diagram showing the configuration of the management server 2. The management server 2 includes an acquisition unit 21, an update unit 22, a calculation unit 23, a distribution unit 24, and a storage unit 25. The management server 2 may be configured by a computer including an arithmetic processing device, a storage device, a memory, and the like, and the processing of each device may be executed by a program. This program is stored in a storage device included in the management server 2, and can be recorded on a recording medium such as a magnetic disk, an optical disk, or a semiconductor memory, or provided through a network.

  The acquisition unit 21 receives purchase history and user information. The purchase history and user information are transmitted from the retail store 5 to the management server 2 when the user purchases a product. The purchase history includes information such as a product category, quantity, and purchase date. The user information is information for specifying the user. The management server 2 uses the user information to obtain a user's family structure (number of people, each age, sex, etc.) registered in advance in the storage device of the management server 2.

  The update unit 22 updates the consumption days table stored in the storage unit 25 using the purchase history and user information received by the acquisition unit 21. The consumed days table is a table in which the type of product, the family structure of the user, and the consumed days are associated with each other.

FIG. 3 shows an example of the consumed days table. In the consumed days table shown in the figure, consumed days are associated with the product category, capacity, and family structure. The family structure is M ₀ (male under 20 years old), M ₁ (male 20-34 years old), M ₂ (male 35-49 years old), M ₃ (male over 50 years old), F ₀ (20 Under age, F ₁ (20-34 years old), F ₂ (35-49 years old), F ₃ (over 50 years old), and so on. . For example, (1,0,1,0,1,0,1,0) in the first column of the table shown in FIG. 3 is one male under 20 years old and one male between 35 and 49 years old. , Shows a family of four consisting of one woman under 20 years old and one woman between 35 and 49 years old. The number of days consumed represents the number of days consumed by a family member who has a certain capacity of a certain product category. The classification of the family structure is not limited to the one shown here, but may be another classification in addition to age and sex, such as “boy high school student doing club activities”.

  The update unit 22 subtracts the previous purchase date from the purchase date in the received purchase history, and calculates the number of days consumed by the user. Then, data having the same product category and capacity as the received purchase history and having the same family structure is retrieved from the consumed days table, and the calculated consumed days are reflected in the consumed days of the retrieved data. Since various purchase histories are transmitted from a large number of users, in the case of purchase histories with the same product and the same family structure, the average of the calculated consumption days is taken and the consumption days are updated. For example, when a family of four consisting of a son and daughter in their teens and their parents in their 40s consume 200 ml of dark soy sauce in 80 days, another family with the same family structure consumes the same product in 70 days. The average number of days consumed by each family is taken, and the number of days consumed in the days consumed table is updated to 75 days.

  If data corresponding to the received purchase history and user information cannot be detected from the consumption days table, data having a new product category, capacity, and family structure is added to the consumption days table. When new data is added, the number of days of consumption of the data is left blank, and the number of days of consumption calculated when the purchase history is received next is reflected. Alternatively, when the number of days consumed corresponding to the data added by the manufacturer of the product is known, the number of days consumed is used. Further, when the consumed days can be calculated from other data, the calculated consumed days may be substituted.

  In addition, when the consumption days calculated from the purchase date of the received purchase history and the previous purchase date are significantly different from the consumption days registered in the consumption day table, the consumption days are not reflected in the consumption day table. This is because, for example, a product purchased at a retail store that is not subscribed to the service or a recognition error of the tag reader may be considered, so that it does not represent the exact number of days consumed.

  The calculation unit 23 refers to the consumed days table using the received purchase history and user information, and obtains the consumed days. For example, when a family of four consisting of a teenage son and daughter and parents in their 40s purchase 200 ml of dark soy sauce, the consumption days table of FIG. 3 shows that the consumption days are 80 days.

In the case of a family structure that is not registered in the consumption days table, the number of consumption days is calculated using data of other registered family structures. The data registered in the consumption days table is applied to the following formula to create a relational expression using the family structure classification as a parameter.

Here, k _i and j _i (i = 0, 1, 2, 3) are natural numbers including 0, and indicate the number of persons belonging to the classification. For example, an equation of M ₀ + M ₂ + F ₀ + F ₂ = 1/80 is generated from the data of 200 ml of concentrated soy sauce in the consumption days table of FIG. When the purchase history and user information for which the family structure is not registered in the consumption days table are received, the above equation in the product category / capacity referring to the consumption days table is generated, and the variable M that classifies the family structure from the equations _The respective values of ₀ , M ₁ , M ₂ , M ₃ , F ₀ , F ₁ , F ₂ , F ₃ are calculated. Then, using the value of the obtained variable, the number of days consumed in the family structure corresponding to the received user information is calculated.

If not all of the values of the variables are obtained, the values are calculated based on the relationship between the variables. For example, when information is obtained from a manufacturer that the younger generation consumes more, the relationship between variables can be expressed by the following equation.

A value is calculated based on the relationship between such variables. For example, when M ₁ = 10 in the above, M ₀ = 15 is obtained.

  In addition, you may weight for every user, after calculating the average consumption days of a goods using the consumption days table as mentioned above. For example, when the consumption speed is slower than the average number of days consumed in a certain user's home, weighting is performed so that the calculated number of days consumed becomes longer.

  The distribution unit 24 distributes an advertisement related to the product to the information terminal 4 owned by the user when it is seven days before the planned consumption date of the product. The advertisement to be distributed is received from the advertisement distribution server 3.

  The accumulation unit 25 stores the consumption days table described above. In addition, personal information for each user such as the family structure and the previous purchase date of a product is also stored.

  Next, a processing flow of the management server 2 in the present embodiment will be described. FIG. 4 is a flowchart illustrating a flow of processing in which the management server 2 updates the number of days consumed, calculates the number of days consumed, and distributes the advertisement.

  First, when a user purchases a product, a purchase history and user information are transmitted to the management server 2 (step S401).

  The management server 2 obtains the product category, capacity, and family structure from the received purchase history and user information, and retrieves data corresponding to them from the consumed days table. If registered in the consumption days table (step S402), the consumption days are calculated using the purchase date of the received purchase history and the previous purchase date, and the consumption days in the consumption days table is updated (step S403). . On the other hand, if the data corresponding to the consumed days table is not registered (step S402), the data (product category, capacity and family structure) is registered in the consumed days table (step S404).

  Subsequently, the number of days consumed for the purchased product is calculated (step S405). When the data corresponding to the consumption days table is registered and the consumption days are set in the data, the consumption days are used. When the number of days consumed is not set, equations having the same product category and capacity data as the purchased product but having different family structures are used to generate an equation having the family structure classification as each variable. Find the value of the variable from the generated equation. Then, the number of days consumed is calculated by substituting the value of the variable into an expression generated from the family structure of the user.

  Subsequently, the estimated consumption date is obtained by adding the number of consumption days calculated on the purchase date of the product, and when it is seven days before the planned consumption date (step S406), an advertisement related to the product is distributed.

  When information about the product is obtained from the manufacturer (step S410), new data is added to the consumption days table or the consumption days table is updated based on the information. Furthermore, the relevance of the variable based on the classification of the family structure is registered using the obtained information.

  In this way, by delivering the advertisement several days before the scheduled consumption date, it is possible to expect the effect of prompting the user to purchase the product, so there is a possibility that a fee more than the advertising fee of the existing media can be obtained. . By distributing a part of the advertising fee to the retail stores participating in the service, the retail store can reduce the price of the product for the user who subscribes to the service. Therefore, from the viewpoint of personal privacy, users who are hesitant to give out personal information of users can purchase products at a low price by subscribing to this service, so it can be expected to acquire users who subscribe to the service.

  FIG. 5 is a block diagram showing a configuration of another advertisement distribution system in the present embodiment. The advertisement distribution system shown in FIG. 5 is different in that the management server 2 transmits a distribution request to the advertisement distribution server 3 and transmits an advertisement corresponding to the distribution request received by the advertisement distribution server 3 to the information terminal 4. Different from one. When seven days before the scheduled consumption date, the management server 2 transmits a distribution request including an advertisement to be distributed and information on a user to be distributed to the advertisement distribution server 3. The advertisement distribution server 3 that has received the distribution request distributes the advertisement to the information terminal 4 of the user. As described above, the management server 2 may not relay the advertisement.

  Therefore, according to the present embodiment, the storage unit 25 stores the consumption days table in which the consumption days are associated with the products and the family structure, and the calculation unit 23 calculates the expected consumption date of the products with reference to the consumption days table. Thus, the distribution unit 24 can distribute the advertisement in accordance with the user's scheduled consumption date. By distributing the advertisement seven days before the scheduled consumption date, it is possible to distribute an effective advertisement by the recency theory.

  According to the present embodiment, the updating unit 22 updates the consumption days table using the user's purchase history, so that it is possible to improve the accuracy of the calculated scheduled consumption date.

  According to the present embodiment, the calculation unit 23 prepares a variable for each classification of the family structure, and generates and solves an equation using the variable and the consumption days described in the consumption days table, so that the consumption days It is possible to calculate a scheduled consumption date for a user who is not registered in the table.

It is a block diagram which shows the structure of the advertisement delivery system in one embodiment. It is a block diagram which shows the structure of the management server of the said advertisement delivery system. It is a table | surface which shows the consumption days table stored in the said management server. It is a flowchart which shows the flow of operation | movement of the said advertisement delivery system. It is a block diagram which shows the structure of another advertisement delivery system in one Embodiment.

Explanation of symbols

DESCRIPTION OF SYMBOLS 1 ... Advertisement distribution system 2 ... Management server 3 ... Advertisement distribution server 4 ... Information terminal 5 ... Retail store 21 ... Acquisition part 22 ... Update part 23 ... Calculation part 24 ... Distribution part 25 ... Accumulation part

Claims (9)

An advertisement providing method for providing an advertisement to a terminal,
Obtaining the purchase date of the product and the purchaser's information;
Calculating a planned consumption date of the product based on the purchase date and the purchaser's information;
Providing an advertisement related to the product to the terminal used by the purchaser on a date prior to the scheduled consumption date;
An advertisement providing method characterized by comprising:   The calculating step reads out the consumption product associated with the same product as the product and the same family configuration as the purchaser from the storage means that stores the product, the family configuration and the consumption days in association with each other, The advertisement providing method according to claim 1, wherein the scheduled consumption date is calculated by adding the consumed days.   In the calculating step, when the number of days consumed associated with the same family structure as the purchaser is not stored in the storage means, the family structure associated with the same product as the product and the number of days consumed are stored in the storage means. The advertisement providing method according to claim 2, further comprising: generating a relational expression using the family structure as a parameter and calculating the number of days consumed by the purchaser.   4. The advertisement providing method according to claim 2, further comprising the step of updating the number of days consumed stored in the storage unit based on the purchase date interval. An advertisement providing device that provides an advertisement to a terminal,
An acquisition means for acquiring the purchase date and purchaser information of the product;
A calculation means for calculating a planned consumption date of the product based on the purchase date and the purchaser's information;
Providing means for providing an advertisement related to the product to the terminal used by the purchaser on a date before the scheduled consumption date;
An advertisement providing apparatus comprising: It has a storage means that stores the product, family structure, and consumption days in association with each other,
The calculation means reads out the consumption days associated with the same product as the product and the same family structure as the purchaser from the storage means, and calculates the expected consumption date by adding the consumption days to the purchase date. The advertisement providing device according to claim 5, wherein   If the consumption means associated with the same family structure as the purchaser is not stored in the storage means, the calculation means calculates the consumption days and family structure associated with the same product as the product from the storage means. The advertisement providing apparatus according to claim 6, wherein a relational expression using the reading and the family structure as a parameter is generated, and the number of days consumed by the purchaser is calculated.   The advertisement providing apparatus according to claim 6, further comprising an updating unit that updates the number of days consumed stored in the storage unit based on the purchase date interval.   An advertisement providing program for causing a computer to execute each step in the advertisement providing method according to claim 1.

Images